| Maritime transport with its long history,large volume and low cost,is the main transportation method in international trade.Nowadays,with the deepening integration of world economy,international shipping has become mature,but the competition of shipping markets is fiercer.In addition,in recent years,the European and US economy slowed down with the increasing cost of fuel and ship construction.The international container transportation market is going to face the dilemma of stagnation.Confronted with the negative environment,shipping companies are in great need of changing strategies.Now it comes the time of big alliances.Over 20 shipping companies around the world begin to seek partners to form strategic alliance,such as CKHY,G6,2M,03,MSC and others.In this context,strategic management,as an important means for enterprises to enhance their core competitiveness,shoulders the heavy responsibility of improving the operating level of enterprises,increasing profitability,effectively controlling operating costs,and improving the core mechanism of products.This thesis takes Container liner shipping CMA Company(hereinafter referred to as CMA Company)as the case study.Through the analysis of development status and strategic environment of the company,the author will analyze the industry structure of the international shipping market to effectively discover the problems occurring in the development strategy of the company and propose effective development strategies.In this way,the author hopes to provide a reliable research basis for practice and research in related fields of strategic management.The contents of this thesis mainly are the following parts.First,the research background and significance are summarized,and then the author will review the related literature and analyze theories related to strategy to lay a solid foundation for the research of this thesis.Secondly,it discusses and analyzes the development status and existing problems of CMA Company.Based on the introduction of the company,the lack of marketization experience,the negative operating environment and insufficient understanding of the macro environment will be deeply discussed.Third,the strategic environmental analysis of CMA Company is conducted,including political environment,economic environment,social environment,and technical environment.At the same time,the author uses PEST analysis and Fiveforces analysis to explore the competition pressure CMA shoulders at home and abroad.In terms of the new entrants in the market,CMA Company should pay attention to the capital raising of similar companies,so that companies with the same competitiveness can be monitored.At the same time,CMA's industrial models can be quickly adjusted according to its own advantages to effectively enhance its competitiveness.In terms of the substitutes in the environment,CMA Company should also consider the substitutability of the products.Although current ports can ensure its own advantages,the possible changes in the policy environment will be threats to its development.In terms of the bargaining power of suppliers,the upstream and downstream of CMA Company,such as logistics transportation,customs declaration and other enterprises,will also have such situations.Therefore,as far as CMA Company is concerned,its business activities will undoubtedly and inevitably be subject to bargaining activities by suppliers.Through SWOT analysis to explore the company's strategic environment,the advantages of CMA Company are mainly in four aspects: brand effect,information system,human resource system,and comprehensive agency network.The disadvantages include: the environment of ports and customs clearance is not perfect;the understanding of customers and the competitive market is not enough;The opportunities are mainly in two aspects: first,the alliance system that has been gradually improved in recent years can effectively enhance the advantages of its own products;second,the advantages established by CMA Company through its own development will also promote to seize more opportunities in the process of market competition and environmental optimization.The main threats are: first,the vicious competition in the industry;second,the cost increase brought about by the policy environment and the overall economic environment;third,the decrease of goods supply due to trade disputes around the world.Finally,the author proposes the suggestions on improving the development strategy of CMA Company.After comprehensively considering many factors such as policy,economy,and future development trends,the author formulates the company's short-term,medium-term,and long-term goals and the ultimate goal is to consolidate its leading position.Based on the analysis of the company's strategic planning goals and decisions,a defensive strategy for controlling costs and product optimization is proposed.In order to determine the successful implementation of these strategies,this thesis also put forward specific and feasible measures in organizational,human resources,corporate culture,production safety,the information system,the integration of districts and ports,and marketing. |
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