The Study Of Market Development Strategy Of International Engineering Contractor Exemplified By Corporation E

The purpose for this thesis research is to provide realistic and feasible methods and operational guidelines for the market development strategy formulation and execution in cas of Corporation E,a state-owned enterprises with international engineering contracting as majority.This article highlights the features of international engineering contracting business,by contrast to universal environmental analysis as formulating a strategy,an international contractor have to do the same work in two dimensions: industry-wide and country-specific market analysis.In this thesis,the analysis of the industry environment is made up of the value chain,industry characteristics,and development laws particular to international engineering industry.All above three are summarized through citing literature,analytical data,and case analysis.Then,as to analyzing particular country market,a two-stages environment analaysis plan is introduced to crater the specilities of international engineering contractors.At the first stage,the method to probe entry barriers and to predictmarket structure determinant is introduced.Subsequently,three key success factors for market development are listed,which are equable to the analysis of strengths and weaknesses in Corporation E.In terms of formulating market development strategies for international contractors,in addition to clarifying the selection of strategic indicators,setting of target values,and decision-making processes,this article also introduces four decision-making tools for strategic resource allocation in priority order,aiming to optimize the achievement within limited resources.In addition to using existing resources,the strategic resource development and cultivation is essential part of the strategy formulation.The key success factors as the most important market development resources,a path chart to develop and cultivate each key success factor is also presented in this thesis.Based on the state-owned enterprise background of E Company,this thesis recommends a two-step strategy execution route,in sequence of market development performance management and comprehensive strategy execution.This design can minimize resistance and achieve improvement in short-term.Due to character limit,this thesis explicates the performance management of market developers in a step-by-step manner and details.Meanwhile,only the basic content of comprehensive strategy execution such as start-up timing,program sequence,and basic processes are referred.The innovation of the thesis is indicated in three aspects.The first innovation is invention of country score tables for environmental analysis and comparison of target national markets.The second innovation is the flow-chart for market strategy formulation that is suitable for international contractors.The third point is the strategic implementation framework with two modules and five factors which is responsive to environmental limits of and expected achievement of Corporation E.