Research On Development Strategy Of J Company (Mozambique) In Its Start-up Period

“Strategy” is not a word created only for big companies.For big mature companies,it includes summary and analysis of the past as well as plan for the future,so that the management would know exactly what the company has done,what the gains and losses are,what difficulties and problems the company is facing,what the company should do and what should not do,and what it is going to do.After a deep and careful analysis,a series development policies will be formulated to help the company management reach consensus and adjust resources,so as to enhance the overall competitiveness of the company ultimately.Thus it can be seen that a clear and correct strategy will take the company to a higher level,and help it keep proactive so that it can cope with the possible crisis in the future,while a wrong strategy adjustment may destroy the company once and for all.However,“strategy” for a start-up company,is often called “Piece Together Strategy” in Academic Circles,which seems a long way from what big companies call “formal strategy”.Yet,the founder of a start-up will definitely express his core concepts,development ideas and goals with popular and simple words to his employees,so that they can see where the company is headed,which plays an important role in enhancing employees' confidence and guiding the development and growth of the enterprises.All these are strategies for start-ups.It's of great practical significance to enterprise success that how a start-up company can survive and develop rapidly in the fierce domestic and international market competition through accurate analysis of its entrepreneurial environment to find its own rhythmic development strategy.This paper takes Company J,a Chinese start-up in Mozambique,as research object,systematically discussing the formulation and implementation of its entrepreneurial strategy.In recent years,Mozambique's rapid economic development is accompanied by numerous crisis and its domestic market structure is undergoing drastic changes,which presents both opportunities and challengesfor the company J.Firstly,this thesis makes the connotation of “entrepreneurship” clear from the perspectives of entrepreneurs,entrepreneurial environment and entrepreneurial opportunity selection,and at the same time,summarizes the current research documents about the strategic management theory of new ventures at home and abroad.Then this paper explains the external environment based on its legal and political environment,economic environment,social environment,and technological environment,and also analyses the industry competition of the company J by using Porter's Five Forces Model Theory.Meanwhile,it explains its internal environment from aspects of production,technology research and development,human resource,financial management,marketing and enterprise culture.Lastly,by applying the analytical method of SWOT,the paper conclusively introduces company J's opportunities,threats,advantages and disadvantages from the micro-and macro perspective,and accordingly proposes the possible candidate strategies.On the basis of the above analysis,this paper puts forward the company J's phased strategies and correspondent business models for its three stages of initial stage,transition and growth stage.At the end of the paper,the specific implementation system and guarantee system of the entrepreneurial strategy of company J are systematically elaborated.The implementation system is mainly carried out from four aspects: improving the technological development level,strengthening production and operation management,improving marketing system and strengthening brand construction.The guarantee system is elaborated from improvement of human resource management system,financial management,and enterprise culture construction.In conclusion,this paper summarizes and refines company J's experience and lessons of entrepreneurial development from the perspective of the construction and implementation of corporate entrepreneurship strategy,in order to provide some helpful reference for the entrepreneurial development of the Chinese small and medium-sized enterprises which are in the same background in Africa.