Study On The Indian Market Competitive Strategy Of XG Construction Machinery Products

Our country’s construction machinery market began at the beginning of the twentieth century,greeting a rapid development,and a lot of outstanding local construction machinery companies have emerged.Coupled with the explosive growth of the Chinese market,international engineering giants have entered China one after another to seize market share.XG is a pioneer in the field of construction machinery in my country,the current strategic positioning is internationalization,world-class,with a strategic goal of internationalization accounting for 50%.At present,XG has exported to 182 countries and regions around the world,with overseas operating income exceeding RMB 10 billion.In 2012,XG acquired SCHWING from Germany to make up for the weakness of the concrete business segment.Therefore,SCHWING’s plant in India became part of XG.In the case of the imperfect organization of XG India,it gave full play to the functions of the Indian SCHWING system,deepened the Indian channels and completed product adaptability improvements.However,companies from Europe,America,Japan and South Korea have entered India first in the 1990s and gained market recognition.Other Chinese engineering companies have also accelerated their pace in the past decade,entering the Indian market one after another,intensifying market competition.Coupled with many uncertain factors in the Indian market,it is a challenge to XG’s progress in the Indian market,so the analysis and implementation of the competitive strategy will be particularly important.In order to solve this problem,this research,taking XG as the research object,and discusses the formulation and implementation process of XG’s Indian market competition strategy.Starting from the analysis of the external macro environment of the Indian market and the construction machinery industry,we will discuss and summarize the opportunities and threats faced in multiple dimensions,and evaluate through the EFE matrix;then,deeply reflect on the company’s internal capabilities and resources,and use value chain analysis The method gradually finds out the existing advantages and disadvantages,and uses the IEF matrix to evaluate;finally,the feasibility analysis of the three competitive strategies is carried out,and the QSPM matrix is used to evaluate internal and external factors based on the SWOT analysis,and finally the company’s Indian market competition strategy is determined.The study found that the Indian market of XG Group is relatively favorable to the external environment.However,there is no advantage in internal resources,and necessary adjustments and improvements are needed for the market.According to the QSPM matrix evaluation,it is concluded that a differentiated competition strategy should be adopted,and detailed implementation strategies and safeguard measures should be formulated.The analysis results show that the Indian market of XG’s construction machinery products should adopt a differentiated competition strategy,and differentiated adjustments must be made in the four aspects of product development,production,marketing and after-sales service to meet the requirements of the Indian market differentiation strategy.It also proposes corresponding safeguard measures from the five aspects of culture,organization,human resources,system and information construction guarantee to ensure the landing and implementation of the differentiation strategy.The main innovation of this paper is to use systematic and scientific management methods to determine that the Indian market of XG’s construction machinery products should adopt a differentiated competition strategy.Especially under the premise that there is no subsidiary company,it is a new business attempt to reconstruct the organizational structure and form a new business team.Considering the importance and particularity of the Indian market,fully considering XG’s special cooperation model in India and its own capabilities and resources,and proposing corresponding solutions and safeguards.In addition,XG is a leading company in the industry,with typical representativeness,and has expanded the research on strategic management theory.It provides a reference model for other Chinese construction machinery companies to formulate competitive strategies in the international market,and has certain reference value.