Research on Competition Strategy of M Company's Automobile Air Conditioning

摘要

Starting from the internal and external environment of M company, this paper firstly analyzes the external macro environment and industrial environment of M company's automotive air conditioning products by virtue of PEST analysis, Porter's "five-force model" analysis and external environmental assessment matrix (EFE), and sums up the opportunities and threats faced by M company's automotive air-conditioning products. Secondly, this paper adopts the core competitiveness analysis method and internal environmental assessment matrix (IFE) and finds out the internal advantages and disadvantages of the M company's passenger car air-conditioning products; on this basis, an alternative product competition strategy was developed by using the SWOT tool's analytical framework. Finally, a competitive strategy for the differentiation of M company's automotive air conditioners was developed.