Union Shipyard Strategic Studies

Yiu lian dockyards is a corporation mainly engaged in ship repair, founded in 1989 ,located in Shekou ,Shenzhen, China . It is a wholly owned subsidiary of China Merchants, focuses on repair and conversion of various ships and offshore, as well as steel work. With the vessel repaired center is shifting to China as the representative of Southeast Asia, as well as the favorable geographical advantage of located in Hong Kong and Shenzhen which are the first and 4th largest container port in the world. Merchants general group made a strategic decision to expand the scale in 2003 and set up a new vessel repair base with covering a total area of 700000 square meters in 2007 which caused Yiu lian dockyards promoted to the world class ship repair enterprise from top ten domestic ship repair enterprises .as the competition increased in the ship repair gradually, Yiu lian dockyards have to face the challenge from foreign enterprise, but also the domestic Sharp competition, therefore, what develop strategy adopt for the present and in the recent year will influence directly the shipyard exist and development in the future, and whether it can enter truly the ranks of world class enterprise.The paper is guided by enterprise strategy theory, and study corporate strategy research from the respect of Strategic analysis, strategic concept, strategy selection, strategy implementation etc, analyzing the company's internal and external environment, Summarizing the company's internal strengths and weaknesses, opportunities and threats the external environment facing, making full use of shipyard natural geographical advantages and the opportunity of that Shenzhen Government support the port enterprises vigorously to meet port economy driven urban development and Moderate re-industrialization, recommending the effective resources of enterprise integration, improving the Business efficiency , Nurturing the core competitiveness of enterprises, all of which will be a basis for working out enterprise development strategy. This paper is also introduced how to managed to put the strategy into force and make Yiu Lian become to the shipping repaired corporation with world class by means of some measures such as production process reengineering, improving the Human Resource management and development, strengthening customer relationship management and the implementation of alliance strategy and international strategy.This thesis is comprised of six components. The first introduces a discussion of theories, logic, and analytical methods employed throughout. The second component makes a introduction of shipyard and deficiency exists in development process. The third part utilizes PEST to analyze the microenvironment, Industry competition Environment, combining with the analysis of the five-force framework, all of which contribute to shipyard for proposing a new strategic position. The fourth section looks closely at Yiu lian Assessment and Analysis of internal resources and competencies. The fifth component employs core competition system and critical success factors analysis for a more complete perspective and proposes a new strategic position tailored to the realities of Yiu lian dockyards. The sixth element provides an overview of strategic position implementation and necessary measures and programs related strategy execution.