Research On Development Strategy Of SDCC Company

Marine engine manufacturing industry is key supplementary industry of shipbuilding industry,representing a national shipbuilding capacity and heavy machinery manufacturing industry level.Due to the long-term impact of the global trade volume reduce,shipping market come into downturn,marine engine capacity excessed the actual shipbuilding demand relatively,combined with market impaction by the South Korea's dumping export,China marine engine market competition become intense in China and appears low price competition situation.At the meantime,with technology improving,marine engine is gradually upgraded to new types for more energy conservation and environmental protection,in order to meet the increasing stringent emissions requirements.So the Marine engine manufacturing enterprises are facing the pressure of upgrading production capacity.SDCC company is a young Marine diesel engine manufacturing enterprises,under the double pressures of the downturn market situation and the fierce market competition,it faces less orders,low market position,high manufacturing cost,single product type,big influence of bad market,etc.But meanwhile it faces the good chance from the warming market and product technical improvement.This thesis analysis SDCC company's macro environment,micro environment and industrial competition environment by Five Forces Model and PEST Analysis Model based on actual situation.Through SWOT analysis it clarify SDCC company's strength,weakness,opportunity,threats and give the development strategy: build up to a sustainable developing company with marine engine as main business and relevant product as ancillary business based on market opportunity and superior resource.