The Study On Re-founding Development Strategy Of Company XL

Shipbuilding industry was heavily impacted by the world financial crisis in 2008. XL company's business also suffered a huge decrease. Till 2010, shipbuilding industry was warming up slowly. But it was clear that XL company's existing strategy is no more suit for the changed shipbuilding environment. The business didn't see any recovery at all. Company have to make a new development stratigy by re-analysis the market to get another booming up.In this paper, based on relative theories, the profiles of XL company, industrial environment and its developping direction were studied deeply. Strengths and weaknesses of company and the opportunities and threats faced by company were analyzed. Several stratigic programs and their effect were brought forward after POWER SWOT analysis. The market position of company's major business was analyzed by Boston Matrix, which indicates that new business scope and company re-founding have to te started immediately. At last, company's development direction, development goal, department strategy and support measures are pointed out after the Concentric Diversification strategy was determined.