Research On The Competitive Strategy Of Shenzhen Chimbusco Company

In recent years, affected by the global economic recession, the shipping market downturn, marine bunker as the supporting industry of the shipping industry, market demand continues to shrink, the competition between enterprises becomes fierce than ever before. Chimbusco Shenzhen Company is marine bunker supplier in Shenzhen port, as a member of the Chimbusco Group, the company’s business development has stagnated. The subject of this article is how to adapt to the external environment, the use of their advantages resources to build competitive advantage, making the Chimbusco Shenzhen Company famous in the marine bunker market.Using the theory and method of strategic management, the article analyzes competitive strategy of Chimbusco Shenzhen Company in the marine bunker industry based on the Chimbusco Shenzhen Company’s external and internal environment. Integrated use of PEST analysis, Porter Five Forces Model and EFE matrix, the article researches the macroscopic environment and the marine bunker industry environment; using the IFE matrix, the article research the internal organization, resources capabilities of Chimbusco Shenzhen Company, then using SWOT matrix and QSPM matrix, the article suggest that Chimbusco Shenzhen company’s competitive strategy is cost leadership strategy. How to do the strategy, the article proposes 3 key points include building marine fuel centre, expanding the bunker scope and oil depot. The article also proposes in 6 aspects and put forward practicable suggestions include constructing a good enterprise environment, establishing suppliers of strategic alliance, focusing on brand effect, strengthening marine fuel technology research and development, reforming the marketing system, strengthening human resource management.The article has a more important practical significance to Chimbusco Shenzhen Company to develop a more scientific and reasonable competition strategy, enhances the company’s competitiveness and gains a competitive advantage in the marine bunker market competition. The article also provides a reference for the other marine bunker companies.