Study On The Development Strategy Of China Chengda Enginering Limited Company

"Development Strategy" is set up by an enterprise for a period of time on the development direction, functioning as the guiding principles for all kinds of work. At present, enterprises are not only confronted with the fierce market competition but also the restrictions of the industry environment. With the adjustment of national policies, the reform of the stated-owned enterprises in particular requires a sustainable and effective development strategy, which decides the fate of an enterprise.China Chengda Engineering Co., Ltd., a state-owned enterprise, has made great contributions to the infrastructure construction in the past50years. For its leading role in industry, Chengda Engineering Co., Ltd. has become a goal that the other engineering companies in China imitate and catch up. However, the company in recent years has felt enormous pressure of the competition from the domestic to the overseas markets. Thus, to explore and implement a proper development strategy is the key to secure its victory in the competitive market.The present paper is directed toward probing into the development strategy of China Chengda Engineering Co., Ltd., in an effort to put forward some suggestions and counter-measures for its future expansion. This paper fits into five chapters.The first chapter introduces the achievements for more than fifty years and the status quo of Chengda company, as well as the major problems facing it. In addition, it describes the motivation and aim of this paper, along with the theoretical basis for the development strategy. And then, the author elaborates the research methods and framework of this article.The next chapter analyzes, on the basis of PEST model, the external environment of Chengda company. And through the Five Forces model, the author finally evaluates the external conditions of Chengda company.The third chapter analyzes the internal environment of Chengda company in terms of its resources and capabilities, in an attempt to identify its strengths and weaknesses.Chapter Four presents the vision, mission and goals of Chengda company. What is more, it works out by virtue of SWOT matrix analysis an appropriate development strategy for the company.The final chapter defines the measures that guarantee the implementation of the development strategy.The knowledge gained from EMBA classroom, along with monographs in management, severs as a base of this paper. It is hoped that the present thesis could benefit both the theoretical research and practical applications.