Research On Competitive Strategy Of T Reefer Container Company

Refrigerated container,the ocean transportation in international trade,is in a difficult industry environment where the market is depressed,the operating income shrinks,the cost of raw material stays at a high level and the market range is relatively narrow.In the face of further deteriorating competition in the industry,how to survive in the crisis,how to occupy a greater share in the fierce market,and how to achieve longer-term development in the future with increased uncertainty become more and more important.In this way,it is of utmost importance to establish and maintain core competitive advantages in the industry and formulate a detailed competitive strategy for the company from the overall to the functional level.The paper takes T Reefer Container Company as the research object,using the basic theory of strategic management theory,Potter's competition strategy and other major theories.By means of the analysis tool of competitive strategy management,it conducts analysis on the present and future situation of T Company,it also formulates the competitive strategy in future development.First of all,the paper elaborates the related background,purpose and significance of the research and consolidates related theories and methods of related research at home and abroad,which lays a theoretical foundation for the research.Secondly,the paper uses the PEST and Porter Five Forces model which analyze the internal and external environment that company is faced with,to find out the current status,problems of T Company and the reasons for the problems.Then it finds the advantages and disadvantages of the company,external opportunities and threats of T Company by SWOT analysis,in order to define a cost-leading strategy with major strategic measures in terms of production and operation,procurement logistics,technology research and development,process materials,and human resources.At last,it put forwards with the safeguard system of the implementation of the competitive strategy from five aspects,which are organizational structure adjustment,brand image construction,corporate culture construction,information system optimization,and performance evaluation implementation,to ensure the smooth implementation of the cost-leading strategy and enhance the market competitiveness of T Company.The paper will provide a reference for T Company to develop a practical and operational competitive strategy and for the development of related container manufacturing companies.