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The Research on Developing Strategy of Rockwell Automation Company

Author: ZhangDianZuo
Tutor: ShiZhanZhong
School: Shanghai Jiaotong University
Course: Business Administration
Keywords: Rockwell OEM automation Development Strategy SWOT analysis
CLC: F426.4
Type: Master's thesis
Year: 2009
Downloads: 98
Quote: 0
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Abstract


With the increasing globalization of the economy and China's socialist market economic system gradually formed and perfected, China's machinery manufacturing level has been an unprecedented development, China's machinery manufacturing in the world has been playing an increasingly important role. With the rapid development of machinery manufacturing, machinery manufacturing and spare parts processing and ancillary components industry has also been a good opportunity for development, which brought a huge market demand. Where FA (Factory Automation) product is a core part of the machinery manufacturing, along with the development of machine building industry brings automation products demand is mainly supporting OEM business, including Siemens of Germany and Japan's Mitsubishi OEM supporting business in China occupy a larger market share, is a leader in supporting. Rockwell Automation, Inc. is one of the world's most competitive manufacturers of several automation, especially in large-scale national projects Rockwell do business very successful in the municipal, steel, power, non-ferrous metals industry in leader. Rockwell Automation business now encounter the bottleneck, think about maintaining its rapid growth, relying on the current project is very difficult to do business, the reality of the situation requires Rockwell sure to look for new growth point. In the automation industry, type of business is generally divided into projects and supporting OEM market, and Rockwell on the project has been very successful, naturally, is to develop a new growth point supporting OEM market. In addition, because the OEM supporting the market in recent years the rapid development of the industry is therefore supporting OEM Rockwell a relatively good growth. However, the project is known for Rockwell Automation, Inc., the industry's performance in the OEM package is not much, but there is no corresponding mechanism established companies to successfully enter the OEM market needs a more systematic supporting strategic planning. Therefore, from 2004 began to enter the OEM market supporting the planning, hoping in the OEM market place, from 2004 to 2007 Rockwell Products have done a preliminary preparations, through the development or acquisition, developed for OEM markets. To 2007 Rockwell OEM market has formed a preliminary organizational structure and suitable for the OEM market a complete product line. This study is from 2008 to 2012 OEM market strategy research, designed by the Rockwell Automation company's external environment and internal conditions of analysis, development of supporting industries in the OEM business development strategies to enhance Rockwell Dole products in the automation industry's market share and achieve the company's OEM customers to develop a five-year plan supporting business, from 2008 to 2012 OEM package 5% of the market share of the market's strategic objectives. This paper adopted SWOT analysis method to analyze Rockwell Automation OEM business in China to carry out the objective environment, while the analysis of Rockwell OEM for business in carrying out the existence of the internal strengths and weaknesses, and the use of PEST analysis to analyze the current macroeconomic environment, thereby supporting business analysis as an OEM basis for an overall strategy. OEM package in accordance with the characteristics of business and competitor status quo, to Porter's strategic management theory is mainly based on the status quo through the Rockwell Automation OEM package market analysis and the overall environmental analysis, supporting OEM business development ideas, Select the appropriate supporting business in the OEM business model Rockwell to develop a supporting business enterprises in the OEM's overall development strategy and the basic competitive strategies. Rockwell Automation OEM business according to the characteristics and advantages of its own part to take differentiated competitive strategy, and according to some features of the product to go cost leadership strategy, while using the traditional and more suitable to carry out the business market OEM package channel sales model, according to Rockwell Automation in China's actual situation, the development of Rockwell OEM supporting the development of business enterprises overall strategic policy. Combined with the actual business, from the company's organizational structure, human resource management, agent management, market development, corporate culture and brand-building and other aspects of the implementation of the strategy to develop safeguards. Rockwell in China in order to achieve the five-year OEM supporting business strategic objectives.

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