| In the 21 st century,due to its rich reserves of resources and military strategic position,the ocean has attracted great attention from all oceanic countries in the world.The contention and disputes around the sea power have become increasingly frequent and fierce.China has become the world's second largest economy,but also highly dependent on the ocean export-oriented economy,the safety of the sea passage has become a necessary guarantee for China's economic development.The Eighteenth National Congress of the Communist Party of China put forward the national strategy of building a powerful marine country,that is a challenge and a rare opportunity for the marine equipment industry and the closely related ship fitting industry.Ocean Equipment Company is a small and medium-sized private enterprise(SME)in the supporting industry of small-scale boat equipment.It mainly deals with the marine air conditioning systems of its own brand and various kinds of marine electromechanical equipment of foreign brands,including high-speed marine diesel engine,marine generator set,water-jet propulsion,fan,windlass,steering system,etc.The business scope covers law enforcement boat,cruise,yacht,passenger ferry,OSV,and military auxiliary boat.Since the establishment in 2003,the development of Ocean Equipment Company has entered a stable period and its business has encountered bottlenecks.The company has many problems in R&D and production,human resources management,financial management and marketing.Based on the theory and knowledge of strategic management,the paper makes a detailed and comprehensive understanding and analysis of Ocean Equipment Company's macro environment,industry environment and core resources and core capability.The main external opportunities of Ocean Equipment company is listed as follows: the market of government boats is likely to grow explosively under the strategy of building China into a maritime power,the policy of civil-military inosculation will bring more opportunities on military projects for Ocean Equipment Company's own brand air-conditioners,consumption upgrading may bring about the substantial growth of yachts and high-speed passenger boats,the development of technology such as mobile Internet,big data and 5G will change the competition situation of boatbuilding industry,environmental protection and new shipbuilding technologies have high requirements on diesel engines' emission and control technology that domestic products can't meet in a short term.The main external threats as follows: the increasing demand for localization of shipbuilding equipment affects the company's import business,the rising cost of imported equipment caused by the Sino-US trade war,the devaluation trend of RMB is unfavorable to imported products denominated in US dollars,the increasing price of the original manufacturer makes the products lose competitiveness gradually,the new environmental regulations restrict the use of diesel engine to affect the related business of the company.The main advantages of Ocean Equipment Company are: good financial standing,high gross profit rate,perfect hardware facilities,sufficient space reserve,abundant customer resources,stable core management and employee team,competitive products with full range,perfect after-sales service network and high degree of information-based management.The main weaknesses of the company are: lack of R&D capability,no clear distinction between stock right and management rights,and lack of employees incentives resulting in lack of motivation for business growth.Through SWOT analysis method,the paper chooses the strengthened strategy and the expanding strategy for the company in combination with the enterprise vision and the medium and long-term development goals of Ocean Equipment Company,which are as follows: to achieve the market penetration strategy of enlarging the market share through strengthening the marketing input;to achieve the product development strategy of service productization through the establishment of professional service network;to form a backward integration strategy of production and research capabilities through cooperation with manufacturers or joint ventures;to increase product competitiveness forward integration strategy through cooperation or joint ventures to enter the shipbuilding industry.As the implementation guarantee for the above strategies,this paper also puts forward specific measures in corporate culture,human resources,financial management,organizational management and so on.The study of the paper on development strategy of Ocean Equipment company is of great practical significance not only to break through the existing bottlenecks and realize strategic objective,but also to other small and medium-sized enterprises in the marine supporting industry,as well as other small and medium-sized enterprises in similar specific industries to formulate enterprise development strategy,especially the strategy on productization of service has a certain theoretical significance for some industries and enterprises with a high proportion of service to make strategic choice. |
