The Research Of TD Company For Diversification Strategy

This thesis analyzed the diversification strategy for TD company.As many specialized companies facing narrow market , TD company meets its bottle neck in development when penetrating its special market while finding that it gets harder to push its market share upwards.TD company was founded in 1992 with business mainly in manufacturing passenger boarding bridges.TD company became the biggest manufacturer in its industry in 2005 after continuing efforts of many years. Passenger boarding bridge is the convenient gangway for air travelers to embark and disembark between the airplane and the airport terminal; it is a stand for the excellent service of the airport. The demand for passenger boarding bridges are coming from new airport construction and substitution to old bridges in current airports. The demand for passenger boarding bridges every year is about 500 to 600 in recent 10 years and with order amount no more than 200 million dollars each year.TD company takes the market share of 50 percent of the global market, the same as TS company from Germany. As the competition between TD and TS goes to a equilibrium, TD company gets new order of no more than 100 million dollars every year in recent years. It gets harder and harder to mount up and it seems really urgent for the company to go for diversification strategy.This research will talk thoroughly about current status and developing issues of TD company, go for theories of diversification strategy and successful experiences all around the world. We shall discover the probability for TD company to go diversify and give the direction and proposal for the company. Finally, we shall give some suggestions to the implement of the diversification strategy for TD company.