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Sany Heavy Machinery Excavator Study of Competitive Strategy

Author: ZhongDeFu
Tutor: FengZhengQiang
School: Central South University
Course: Business Administration
Keywords: the dig mechanical industry the large-sized enterprise competition strategy management analyses environment
CLC: F426.4
Type: Master's thesis
Year: 2005
Downloads: 393
Quote: 3
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Abstract


In recent years , the whole native mechanical engineering manufacture was ascended so much, and the immovable investment of country will be continue increasing, so dig machine will have a more positive future in a long time.As bright pearl of the engineering machine, the dig machine is one of the non-substitute machine for earthwork. It still has a good market in the coming years, so the inner manufacturer of this industry should have to grasp this chance to develop competition ability. As one of the dig mechanical manufacture, in order to gain market share from the competitors according to the SANY’s long-term target, and buildup competitive strength, SANY heavy machine Group must work-out the long term and full-scale strategy, especially work-out the correct competitive strategy.This thesis focuses on SANY Group and it applies PEST to analyses the external-factors-in politics, economy, technology, culture and etc. It applies SWOT to analyses the internal-external-factors; It applies "Botor’s Five Model" to evaluate the competitive situation of the dig mechanical machine of different sizes and different competitive strategies, and find out the threat and opportunity in the business competition, meanwhile It analyzes the management, marketing, production and quality-controlling,, research and developing ability, and financial status and financial management ability, And it also evaluate the advantages and disadvantages inside the enterprise and to analyze the especial ability and main weaknesses; It adopts "threat- Opportunities- Weakness-Strengths Matrix" to match the key internal and external factors, which result in four proposals of the SO, ST, WO and WT strategies for enterprises to guide the enterprise to give full play to strong point and seize opportunities, offset the threat and make good use of opportunities and eliminate weaknesses and then can provide the alternative strategy for sany heavy machine Group. Besides, it analyze and evaluate the developing strategy and competitive strategy of competitors, and according to the defined tasks, long-term and short-Term targets, it may determine the type of competitive strategy and the guarantee conditions of competitive strategy.The last conclusion is: SANY Group should adopt the differentiated strategy base on the core competency of marketing and research & developing, integrate the direct distribution and distribution to exploit the market. Meanwhile, try to control the marketing risk. As for research & developing, the enterprise should set up the one-up domestic research & developing team by effective HR management measures, and implement the measures of important research & developing items to push the new-product’s production, and integrate the market and research & developing to satisfy the customers’ request. They also develop the competitive competency and economic capacity and take some risk of market to grasp the opportunities of market, consolidate the basic advantages, it is possible for SANY heavy machine group to get rapid development in short time.

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