The Competitive Strategy Research Of A Reefer Containers Manufacturing Company

With the international economy-depth development of globalization, international trade increasingly frequent. As one of the most important methods of ocean transportation, container transport is booming in recent years, which also brings good opportunity to the development of container manufacturing industry. Reefer containers are the special containers which are adapted to the transportation and stortage of perishable goods with excellent heat-resistance and air tightness. Reefer container manufacturing industry is labor-intensive and capital-intensive, narrow market and high concentration, and full of consubstantiality and competition. In order to keep core competitive advantage and realize the sustantiable, rapid and health development, the research of enterprise strategy should be put into priority.In this thesis, the theories of enterprise strategy managements and the tools of Pest, SWOT and Porter’s Five Forces Model are applied to analysis on the levels of macro environment and the micro environment, the industry and the enterprise itself. On the one hand, use PEST to research the global trends of frozen goods transportation; use Porter’s Five Forces Model to understand all kinks of competitive relationship. On the other hand, evaluate the internal environment according to dimensions of production, technology, marketing, purchasing, finance and human resources. On the basis of all the above analysis, use SWOT to summary the advantages and disadvantages, opportunities and challenges, and then make a strategy choice by TOWS.According to the strategy choice, make clear the company’s vision, mission and strategy goals in the next three years realize the core competition mainly including low-cost and scale production capability, diversified product mix, centralized operation and management, and customers’satisfaction with quick delivery, high production, and reasonable layout. Set up the six concrete competitive strategies such as pushing forward product diversification, strengthening productivity, integrating internal and external resources, focusing on tech-driven, improving marketing and training talents. Meanwhile, implement the related measurs to guarantee the success of the strategies. Based on the above strategy, make a plan of year2010in details and abstract the key performance indexes (KPI) in the sheet. Analyze the potential risks and give the measures to provent, which make the strategy combined with the real situation well, and can be carried out step by step.The thesis tries to reach a good combination between theory and reality. It has good operability and can offer reference for the strategy formulation and implementation of the related industries and enterprises.