Author(s)

Xinsen He, Jingming Li, Ruiqi Zhu

Corresponding Author

Ruiqi Zhu

ABSTRACT

This paper mainly focuses on how companies use their risk management and strategic development to achieve sustainable success. To explore the market value of enterprises, this paper takes the DJI Technology Co., Ltd as an example, through the various stages of development and strategy analysis, recognizing that DJI has become the most outstanding UAV company in the international market. The SWOT analysis, differential strategy, and PEST analysis are measured in this paper to demonstrate the strength and weaknesses of DJI in their development. Based on the data, industry background, finance, product features, and results, companies’ development plans in the international market are investigated. This paper shows that DJI keeps its competitiveness based on its innovations, strategies, and differentiated positions. Innovations on every product DJI has made, strategies on some of the crucial decision making DJI has experienced, and differentiated marketing DJI has put on its strategic development. Through these strategies, DJI is now the monopoly company in the international UAV market. It has controlled the vast majority of the technologies of the UAV, DJI’s products are overall leading the world’s other products. The sales and income are going rapidly high over the past few years and it is going to rise in the next few years as well. DJI now is one of the most famous and popular high-end manufacturing companies in China. The most important thing is that DJI entered the market at a comfortable timing and had top technology. This paper is of great significance in studying how the company uses strategic development to earn sustainable success in the market.

KEYWORDS

Strategic Development, Market Value, Differentiated Marketing