The Study Of Dalian Marine Propeller Co. LTD Development Strategy

Dalian Marine Propeller Co., Ltd.(DMPC) was established in1984, a member of theChina Shipbuilding Industry Corporation (CSIC), which is the largest marine propellerspecialized production plant and the Navy’s propeller supplier in China. Since1960s, withover40years experience in the making marine propellers, DMPC has the capable to developand produce all kinds of marine fixed pitch propellers, controllable pitch propeller parts andcopper alloy castings in general. At present, DMPC enjoys the high reputation of its highquality and services in the domestic and international markets from its advance technologyskills, strong technical forces backup and quality inspection means.In the thesis, I chose DMPC as the study case. I stressed on the basis of the problemsand analysis the company’s overall development strategy; in order to find out the golden keyof the future of DMPC. Based on my MBA studying and combination of the reaches I madethrough the current development strategy of DMPC; analysed DMPC’s brief from all angels,investigated its future development strategy and pointed out its development barriers,gathered its all databases, and formed a strategic development and planning report which isgoing to apply DMPC’s current circumstance.First, base on the summarizing of the basic theory of strategic management at home andabroad; I clarified the elements of the strategy, strategic management procedures, tasks,levels.Secondly, I adopted the methods of strategic analysis, and carried out a detailed analysisfrom both internal and external aspects of the living environment of DMPC. In the externalenvironment, due to the international economic crisis intensified, Greece, Spain, andPortugal, such as the country’s credit crisis led to a severe economic downturn in Europe.The proportion of the population of the U.S. unemployment has been high. In the domesticmarket, China is the core of the Asian market, but along with the manufacturing index inChina for several months, hovering below the line ups and downs, the domestic economicsituation is not optimistic. At the same time, the domestic shipbuilding industry and relatedindustries are also facing severe challenges. For example, the ship owners always expecthigher quality than the producers. Governments departments and the social communitieshave higher expectations of product quality and production capacity in manufacturing sector.The domestic ship production and manufacturing companies also intensified the market competition. Comparison with similar companies, DMPC has a clear comparative advantagein the brand, market, technology, equipment and management. On another side, the existingtalent pool, and technical reserves can not keep up with the rapid pace of development ofDMPC, which creates a barrier to its further development.Finally, I identified the opportunities and challenges of the industry in my thesis, andraise up DMPC’s overall development objectives and development strategies, and its overalldevelopment strategy related Countermeasures, which was all on the basis of acomprehensive analysis of the company’s own strengths, weaknesses, opportunities andthreats. To all the marine industry companies, the thesis would help them pointed out how toimprove their core competitiveness, in order to improving their overall strength. For itsfuture development, it has some theoretical and practical significance.This paper used the following research methods:(1) Document Analysis MethodI collected and studied the books and articles on domestic and foreign-basedenterprises’ development, strategic plans, and a lot of relevant theoretical informationaccessible through the Internet, provided a wealth of material for writing.(2) Normative Theory Analysis MethodIn the thesis, I stated the circumstance of corporate strategic future developments ofDMPC in facts, in order to analysis its present and future development situation.(3) SWOT Analysis MethodI applied SWOT analysis method to state DMPC’s advantages and disadvantages aswell as facing the opportunities and threats in the future; and for further detail discussionswould reveal to the pictures in present and future developments.