Research On The Development Strategy Of Kompass Company

Kompass is a famous information provider originated in France with a history of 66 years. The company has 200 branches in the world. Kompass China is the china brance. It's main business is to provide online B2B service to exporting companies and factories helping them to sell their products abroad. Before the birth of internet, Kompass was one of the most important leaders on information business in the world. While its business gradually fell behind the new E-commerce company after the birth of internet. The old marketing and management concept and ability can't adapt to the development of new environment. Facing a complicated external environment, Kompass gets lost of its direction, not knowing where to go. This paper is to provide Kompass a strategic solution, helping the company find its way back to glory.On research methods, the paper adapts the classical strategy matching thought. It summarizes the opportunities and threats in external environment, advantages and disadvantages of the company, based on the analysis of the external and internal environments, structure of competition in the industry, resources and abilities in the komass company. The paper makes it clear of what to do, where to go and how to go. It emphasizes on the key implementation steps at the first stage of the strategy plans.From the research we find that Kompass is in an external environment with lots of opportunities. And the company has three unique resources which are the brand, users and data information. With internal strategic adjustments, Kompass will be able to succeed in foreign trade B2B business. From the analysis of internal resources, in the short-term, the company should focus on the foreign trade B2B business. Diversification strategy is not a right choice at the moment.The strategy is classified into three steps-adjustment, speeding up and taking off. In the first stage we adopt professional and stable strategy. First adjust the product, then improve market developments. By developments of new agencies, the company can grow rapidly. The market share on foreign trade B2B market will grow. At the second stage, we adopt professional and growth strategy. At the third stage, when the company has a good market share on foreign trade B2B market, Kompass can expand its business into domestic B2B market.