The Research Of A Freight Forwarding Company’s Air Freight Business Development Strategy

Since the start of reforming in China, the opening to abroad is deeply developed, the import and export business is increasing quickly and achieved great performance. The prosperous international business is relied on the convenient transportation. The road and sea transportation is not sufficient to match the speedy development of economics, therefore air transportation is developing quickly. Freight forwarding company A is multinational company which has over 150 year history, it has 62 branches over China with 5000 staffs, providing land, air, sea transportation and contract logistics service. The company has to face the competition from peers, the threats from substitute product, and the own shortcomings. It’s great challenge for the management team to develop its air freight business.Firstly, the thesis analyzes the internal environment of A freight forwarding’s air business, introduce the air business, the business character, the sales model, and price strategy, point out the advantage and disadvantage. Secondly, analyze the external environment, use PEST tool to analyze the political environment, economic environment, social environment and technology environment. And use Porter 5 forces to analyze the competitor, the potential enter, the substitute, buyer’s bargain power and seller’s bargain power. Finally use SWOT tool to make the matrix map of strength, weakness, opportunity and threat. Make conclusion of the operational and exact development strategy for A freight forwarding company’s air freight business.