Research On The Strategic Development Of Company M Under New Situation

As the largest segment of medical devices,the in vitro diagnostics industry has developed in a high speed.With the constant decline of the proportion of newborn population,it has promoted the acceleration of the aging of China’s population,and continuous growth of the per capita medical expenditure.Due to the fast overall growth speed of China’s medical expenditure,the epidemic prevention and control work for COVID-19 has intensified the medical expenditure.The country has successively introduced the medical reform policies such as two-invoice system,centralized procurement,DRG/DIP payment system and so on.In particular,the centralized procurement landing of the in vitro diagnostics products over the past two years has caused the reduction of the total size of the industry’s terminal market,so the challenges have been brought to the operation of the in vitro diagnostics industry.Belonging to the in vitro diagnostics industry in the category of medical devices,M Company has devoted itself to the research,production,sales and service of the in vitro diagnostics products all the time.To better survive and develop under such a complex and changeable new situation,M Company has the necessity to formulate a scientific and reasonable development strategy,which should carefully consider the matching of the company’s strategy with its vision and objectives.In this case,the thinking about the formulation of the development strategy for M Company should be urgently conducted.In this thesis,the strategic management theory is taken as the basis,in which the history and basic situation of M Company are firstly analyzed,and the problems faced in the development process are proposed in line with the company’s various business indicators.Secondly,the analysis on the internal and external environment of M Company is carried out.In terms of the external environment,the PEST is adopted to analyze the macro environment and Porter’s five forces model is adopted to analyze the industrial and competitive environment,in which the opportunities and challenges in the external environment are summarized through analysis.In terms of the internal environment,the analysis is conducted from the existing R&D,production and marketing capabilities of M Company,in which the company’s resources and capabilities are identified as having a crucial impact on the formulation and implementation of the company’s development strategy.What’s more,the company’s internal strengths and weaknesses are clarified.Thirdly,the company’s vision,mission and objectives are combined,and the SWOT analysis method is used to make further study,and the proposal of the corresponding development strategy for M Company in the new situation is done.Finally,the corresponding measures to ensure the implementation of the strategy are given in this thesis,in which the guarantee measures such as R&D,human resources,market operation,information and so on are highlighted.A great significance of this research on the development strategy of M Company formulated under the new situation to make M Company form a lasting competitive advantage is embodied.In the meantime,the certain enlightenment and reference can be provided for similar enterprises in the same industry.