Development Strategy For X Company In Central And East Africa Market

China Railway Jianchang Engineering Company (T) Ltd.(hereinafter referred as X Company) is a fully owned subsidiary incorporated to develop the international business by China Railway Construction Engineering Group who is a member of China Railway Group Ltd.. X Company is one of the first Chinese companies to go out of China X company performs well in the market and it has won numerous prestige awards and being widely recognized as the biggest building contractor in central and east Africa as the it’s growing bigger and stronger. Thus, it is vital to establish a rational and applicable development strategy for the company in central and east Africa after analyzing its advantage and disadvantage of the internal and external resources to improve the core competitiveness and maintain its sustainable and healthy growth.Based on the facts of X company, this thesis firstly using the PEST research method analyzed the macro environment variables in central and east Africa where X company’s business locates and its impact on the company development strategy. Then by using the Five Forces Competition Model, it analyzed the market competition environment in central and east Africa and studied the feasibility for the company to apply the forward integration strategy. Thirdly, it analyzed the internal capabilities and found the advantage and disadvantage in the company. The thesis progressively applied the two strategy analysis methods, i.e. SWOT analysis method and Market Selection Matrix, to select the product development and market development strategy of X company before it finally establish the X company development strategy in central and east Africa based on these findings. Lastly, in order to guarantee the successful implementation of the company development strategy, the thesis established the safeguard measures.