The Development Strategy Of ZPMC Mediterranean

With the successive propelling and further development of the economic globalization, every enterprise is inevitably having the intersection with the international economy. It is the destination of the long term survival and development that the Chinese enterprise must implement the internationalization strategy and "go global" actively. Shanghai Zhenhua Heavy Industries Co., Ltd. (brief as "ZPMC") occupies the first place in the port machinery industry through the high speed development over 20 years. However, it is realized that the development in the future will be restrained just by selling the products, while establishing the overseas service networks will help lasting for the life period of the enterprise. ZPMC Mediterranean is the branch company of ZPMC in the Mediterranean sea region. Though ZPMC Mediterranean has the great support on resource from ZPMC, due to the complicated operation environment in the region and the activity of the competitors, the performance of business development and operation of ZPMC Mediterranean yet has big distance to the target set by the mother company.By using the theory of enterprise internationalization and development strategy, the paper analyzes in the factors of inside and outside environment of ZPMC Mediterranean, summarizes the strength of ZPMC Mediterranean in the resource acquisition and points out the weakness when competing because of the shortness in the company development. By using the tool of SWOT analysis, the evaluation on the development strategy is clarified. The strategy goal and task are designed accordingly. The core business will be service. Combining the environment and market characteristics of the region, the more action methods and solutions will be found for the port machinery service. Based on the guarantee of the service as core business, the other business of the mother company will be developed as well. The company organization will grow and the service networks in the region should be installed by step.