| Summary: | 碩士 === 淡江大學 === 國際貿易學系國際企業學碩士在職專班 === 97 === This study concentrates on the business strategy development of the global hand tools company when facing the depression economy of target market, increased manufacturing cost in China and higher potential competitor threat. The study summarizes critical factors for business strategy development and expects to be referable for the others in hand tools industry. To summarize the findings as below.
1. Under the mission statement, the internal environment assessment factors and external environment assessment factors are critical for business strategy formulation. To the target company, the brand value and the international procurement policy are the key factors to keep the leadership in the market.
2. Based on the mission statement of the target company, this study comes out the competitive strategy picture after assessment of internal, external and macro environments. The strategy is more comprehensive based on the evaluation of three environments and it is useful to meet the mission statement of the company.
3. In the globalization economy, hand tools company implements the procuring outside instead of the manufacturing inside and it is getting more important to keep the good relationship with the suppliers. Meanwhile, a well known brand company could emphasize the brand marketing and the closed strategic alliance with the distributors. With these strategies, the company could reduce the threat from the suppliers enter the market.
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