中小企业战略突破的另类思路（Alternative thinking of strategic breakthrough in small and medium enterprises）.docVIP

中小企业战略突破的另类思路（Alternative thinking of strategic breakthrough in small and medium enterprises） A large number of small and medium-sized enterprises in China are facing low prospects and survival difficulties. How can they get out of the difficult position? In the face of this problem, I think the worlds top 500 Johnson Controls, the company for years as SMEs, through the re classification of market space, changes the understanding and interpretation of the market, so as to achieve the success of strategic breakthrough, among the worlds top 500, it is worth learning from. How does Johnson control make strategic decisions and breakthroughs? Johnson Controls, founded in 1985, is a business in the field of building automation. Through the acquisition into the automotive spare parts field, but as chair accessories small and medium suppliers, Johnson is a low margin, low prospects of the company. So, how does Johnson control go to success? A series of productive strategic decisions. At that time the market structure is this, different parts sold separately, the market is divided into different segments of the market. Each enterprise faces such one or several market segments, so does Johnson controls. But did not continue this way. It reclassified the market segments of each component, defined the category of automobile seating market B, and then defined the market category of an interior decoration system C. A This shows the reclassification of the market behind the firms strategic decisions. First of all, Johnson Controls from category A to category B., and soon manufacturing seats for Japanese companies has become a pillar business for johnson. This led Sen to take the lead in developing more extensive assembly and integration technologies, and few of his competitors. Increasingly, American manufacturers are starting to let Johnson control them for seats. The seat is a very independent subsystem that can be assembled independently. Its the most expensive part of the car,