Freight Forwarding Co., Ltd., Kuehne & Nagel (china) Development Strategy

International freight forwarding industry is to accept the consignment from the shipper or the consignee, and act as the broker of consignor or with the name of their own, to handle international cargo transportation and related business and receive compensation for services industries. The international freight forwarder is the organizer and designer of international transportation, which is the product of development of international trade. With the fast development of international trade, China's international freight forwarder industry gets prompt development, and freight agency market is becoming part of the whole world marketplace step by step.The subject of this thesis is a foreign-funded international freight forwarding company-Kuehne & Nagel China. Kuehne & Nagel established the first office in Beijing, China in 1979. There have been 32 Branches in China so far and Kuehne & Nagel will continue to build new offices in China. Until 2000, Kuehne & Nagel China's main business is still the sea and air. In recent years, the business extended to inland transport and contract logistics.The China's government has gradually implemented open policy since the middle of 1980s, and has created good condition for the formation and development of this industry. Economic development, globalization, information technology and network challenges after China's accession to the WTO to further open the freight market so that the whole freight forwarding industry is highly competitive. With the economic crisis in 4 quarter of 2008, Kuehne & Nagel have a sharp reduction in freight volume, its market share by competitor's strategic competition is declining, Kuehne & Nagel China must re-think her position and direction.In the new forms of the economic, how to guide Kuehne & Nagel China to comply with the requirements of the market changes, challenges and grasp the opportunity, and make the optimal combination to a reasonable business model is the main problem of this thesis. PEST analysis, five forces model and SWOT analysis are the main research method and they are used in this thesis.This thesis firstly analyzes Kuehne & Nagel's operating status, the company's main problems at this stage. The importance of the development strategy to be proposed. Secondly, PEST analysis method is used to analyzes the external macro-environment of Kuehne & Nagel China. The Porter's competitive strategy theory-Five Forces Analysis model is used to analyze Kuehne & Nagel (China)'s industry environment. The thesis analyze both challenges and opportunities of the macro environment on Kuehne & Nagel China. This thesis also analyzes Kuehne & Nagel's internal resources and capabilities. Again, SWOT analysis is used to compare and analyze the company's internal and external environment, so that to clarify the company's own strengths and weaknesses, and the company's development strategy opportunities and threats. Kuehne & Nagel China has ability to produce a competitive advantage with his achievements and strengths. Finally, the thesis set Kuehne & Nagel China's strategic objectives on the basis of the development of Kuehne & Nagel China. Strategy requires that the company's strategy implementation includes organize the company's structure, make the appropriate adjustments, to strengthen the scientific management and culture within the construction, increase training, enhance the quality and level of staff services, strengthen the company's marketing capabilities, use of information technology, improvement in corporate information systems, to determine the company's core competence is the international maritime and air transport agency business, focusing on the core competencies combined with market demand, determine to develop multimodal transport and third party logistics, in their own areas of specialization to provide customers with higher quality services, improve customer satisfaction, which opened the gap with competitors.