| N overseas trade company was established more than 10 years,equipment export is its major business.The main product is centrifugal pumps,which are used in oil and chemical industry.After years' steady and progressive development,the company entered offshore engineering field in 2016.With vigorous development of internet era and opening of market environment,for export enterprise,it means more buyers and broader market.But in recent years,industrial products are excess,and requirements of global industrial market are shrinking,moreover,factors like China-US trade war affect survival and development of trade-oriented enterprises badly.Small and medium-size import and export enterprises represented by Company N are facing severe challenges.In 2015,China introduced many favorable policies: “the Belt and Road” and “go out policy” connecting countries and regions at Central and Western Europe,Western Asia,and Africa etc.Developing together with developing and less developed countries,it brings more opportunity for export enterprises.In a market with both risks and opportunities,the choose of development strategy to decide is critical for Company N.Firstly,analyze the internal situation of Company N,and conclude that it has a good financial and enterprise resource,and good reputation.Then the problems the company is facing also be identified;also analyze the external situation of the company by PEST;Analyze competitive environment by using Michael Porter's 5 Forces Model.It's explicit that the business development strategy has to be put on agenda for thinking.Secondly,using SWOT analysis to find Company N's internal strengths,external opportunities and threats;using EFE and IFE matrix to evaluate external and internal environment of the Company;making an analysis and bringing forth development strategy of Company N by using SWOT matrix and Quantitative Strategic Planning Matrix.Thirdly,make supporting measures for implementation of development strategy. |
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