Research On The Competitive Strategy Of GD Company

For the inspection and testing industry of high-tech service industry supported by the state,the state has successively issued a number of supportive policies to promote the market-oriented reform of the inspection and testing industry in recent years.The inspection and testing market has expanded rapidly,and the industry has ushered in a large space for development.At the same time,the number of inspection and testing institutions has gradually increased,and the third-party inspection and testing industry as a whole has entered the M&A integration period,at a turning point where opportunities and challenges coexist.As a newly established state-owned third-party testing enterprise,GD company is deeply engaged in the construction of metal material testing and evaluation capability,and has entered the fast lane of development with the help of the prosperous market environment in the aviation field.However,with the development,the company is faced with the problems of single core product project,relatively conservative innovation and expansion in product and service fields,insufficient development capacity in new market fields,and relatively single market fields.It is urgent to combine the actual situation of the company and formulate appropriate development strategies for the enterprise to enhance the competitive advantage of the industry.Using PEST,five forces model and strategic group tools to analyze the external environment of GD company,it is concluded that the high technical barriers,supportive government policies,the fast-growing market scale especially in emerging areas;facing the opportunities of standardized management,intelligence and transformation and upgrading of"Internet+" in the industry.At the same time,the whole inspection and testing industry still presents the characteristics of "small,scattered and weak",facing the threats of intensified homogenization competition,lack of high-end personnel in the industry,insufficient scientific research and innovation,large investment in heavy assets,and long payback period.Through EFE analysis,it is concluded that GD Company can timely respond to external development opportunities and challenges.The Company can formulate appropriate strategies to avoid threats in development by virtue of good external opportunities.Through the construction of the company’s value chain,the analysis of the company’s internal resources and capabilities reflects the advantages of GD company such as advanced equipment,high personnel quality,high technical strength and scientific research ability,and high brand reputation.But there are also disadvantages such as single core product project,weak marketing ability,single market field,low turnover rate of scientific research level equipment,inadequate management of scientific research team,information system to be upgraded.Through IFE analysis,we can see that internal environment of GD company is in an advantageous position,and the company should further study how to give play to its advantages and make up for its disadvantagesIn combination with the company’s vision and mission,the SWOT analysis model and QSPM matrix were used to analyze and select the strategic plan for GD Company,and the differentiated competitive strategy was selected for the company,and specific strategic implementation measures were developed for GD Company from three aspects of product differentiation,service differentiation and marketing differentiation.Finally,strategic guarantee measures were proposed from the aspects of organizational structure,finance,talents,culture,etc.