Competitive Strategy Resaerch & Application For DHL-Sinotrans

DHL-Sinotrans International Air Courier Co., Ltd(Referred to as DHL-Sinotrans) is the JV of the Express BU of DP DHL Group in China. DHL-Sinotrans mainly focuses on worldwide express services, which could be classified as such in logistics industry. The 2 most capable competitors in the market is Fed Ex Express and UPS express. This article aimed to solve the competitive strategy of DHL-Sinotrans in business level and function level under current economic situation through understanding and analyzing of the macro information, the industry and competitors information and internal information of the company. Thus clarify the methodology the company is going to conduct in the near future.Using tools such as, PESTEL analysis, the 5 forces model, the article eventually concluded 3 main challenges the company is now facing, which all could be generalized into one Competitive Strategic one. Then also using tools such as, SWOT analysis, BCG Matrix, oligopolistic models, the article formed a series of ways to fulfill the strategy plan of solving these 3obstacles.The focused differential strategy is the conclusion of the article to effectively solve the Competitive Strategic problems in business level of the company. Some of the strategic plans in function level accordingly which have been implemented in the real work should be maintained and further enhanced while others which have not been realized should then be put out and launched in future practical work.