Competitive Strategy Research Of HK Company

HK Machinery Manufacturing Co.,Ltd.(here in after referred to as "HK company")is mainly engaged in sheet metal processing,manufacturing and export of electrical boxes,mechanical sheet metal process structural parts of laboratory equipment and mechanical structural parts for automobiles.The market covers many countries and regions such as North America and the European Union.As an export-oriented start-up small and micro enterprise,HK company is always facing the problem of "living and seeking development".The paper mainly discusses that under the deep influence of COVID-19 and in the complex and changeable international market situation,under the background that Internet giants have changed people’s lives in various fields such as search,payment,social networking,e-commerce and telecommuting,they should formulate and implement corresponding competition strategies according to their own actual conditions,so as to build a competition strategy that conforms to the current situation and the long-term development in the future and solve the problem of "survival" of enterprises.Based on the theory of competitive strategy,core competence theory,resource-based theory and dynamic competitiveness,this article systematical studies the selection of HK company’s competition strategy by using relevant analysis tools of competition strategy on the basis of domestic and foreign research literature and company research data.This article uses PEST&SWOT analysis tools to analyze the external environment of HK company,and finds out the external key factors that affect the development of HK company,and quantitatively analyzes these key factors through the EFE matrix.The analysis results show that HK company can better grasp the external opportunities,especially in terms of national tax policies and competitive advantages in the sheet metal fabrication market.This article uses the value chain analysis tool to systematical HK analyze the internal environment of HK company,and finds out the internal key factors that affect the development of HK company,and quantitative HK analyzes these key factors through the IFE matrix.The analysis results show that HK company has strong R&D and production capability,and the company’s internal advantages are obviously better than internal disadvantages.By using SWOT analysis tools,this article firstly analyzes the competitive situation faced by HK Company in detail,and analyzes the feasibility of the implementation of the three major competitive strategies in HK Company combined with the specific environment of HK Company.This article analyzes the key factors of the external environment and the key factors of the internal environment by using QSPM matrix,and finally confirms that HK company should adopt a total cost leadership strategy through quantitative data analysis.Regarding the implementation of the total cost leadership strategy,five implementation measures are proposed in lean production management,quality management,procurement management,human resource management and production scale.At the same time,strategic safeguard measures are put forward,which should be carried out in six aspects:corporate culture construction,technical process protection,talent training and incentives,organizational management structure,information management system and new crown virus protection.The research of this article is based on the actual internal and external environment of HK Company,and also based on the analysis of a large number of survey data.The research results can be directly applied to HK’s competitive strategy selection and implementation,and can also bring reference value to related domestic industries.In particular,this article points out that the current market environment is changing rapidly,and there are more and more uncertainties,and the future competitive strategy adopted by HK Company should be adjusted in time with the change of the environment.