甲公司是杭州一家机械企业 由于产品成本低于其他厂30% 该厂以低于市价20%的价格出售后仍有较高的

甲公司是杭州一家机械企业，由于产品成本低于其他厂30%，该厂以低于市价20%的价格出售后仍有较高的利润率，一些主要客户也因此改自产这种部件为由该厂配套，从而使该厂的市场占有率大为提高，达到40%以上，后来又大批出口国外，为当今的集团化发展奠定了雄厚的物资经济基础。

要求：

（1）该企业采取了何种竞争战略类型？简要分析该战略适用的情况？

（2）简要分析战略的关键要素。

参考答案】：（1）该企业生产产品的成本比其它竞争对手的成本要低30%，因此主要采取的是成本领先战略。成本领先战略的目标是成为整个行业中成本最低的制造商。
成本领先战略主要适用于以下一些情况：市场中存在大量的价格敏感用户；产品难以实现差异化；购买者不太关注品牌；消费者的转换成本较低。这时，企业应当力求成为产业中的低成本生产者，使产品价格低于竞争者，以提高市场份额。
（2）战略的关键要素包括有愿景、具有可持续性、有效传递战略的流程、与获取竞争优势有关、能利用企业与环境之间的联系。
（1）The cost of the products that the company produces is 30% lower than its competitors, it mainly adopts the cost leadership strategy. The goal of this strategy is to become lowest cost manufacturer in the industry.
The cost leadership strategy is mainly used in the following conditions: large number of price-sensitive customers exist in the market; the products is difficult to differentiate with each other; the buyers don’t care about the brand so much; the switching cost is low. At this time, the enterprises should strive to become the low cost manufacturer in the industry in order to make the product price lower than its competitors and increase the market share.
（2）The key elements of the strategy includes: ①It have a vision; ②It can be sustainable; ③It has a process that can transmit the strategy effectively;④It has a relation with obtaining competitive advantages; ⑤It can make use of the relation between the enterprises and the environment around.