| HX shipping group is a dry bulk shipping group with coal shipping as its main business.After years of development,it has achieved good results.However,as the domestic dry bulk market has been depressed for nearly a decade,HX shipping group runs into predicament.In order to get out of the predicament and achieve sustainable development in the future,HX shipping group began to reflect on the existing strategy.This paper makes a thorough research and analysis on the external environment and internal environment of HX shipping group,based on professor porter’s competitive strategy theory and strategy analysis tools such as "five forces model".By analyzing the competition pattern of dry bulk shipping market in China,this paper considers that the main reason for the existing predicament of HX shipping group is that the domestic dry bulk shipping market is in a state of excessive competition.Especially the HX shipping group’s main business is the electric coal subdivision market,which market segment is particularly hard to run.In such a market environment,HX maritime group can hardly get out of the difficulty with existing resources.Therefore,it is necessary to adjust the business strategy of HX shipping group to find their business direction in the future.Given the situation of HX shipping group and its surrounding resources,this paper points out the strategic realignment opportunities faced by HX shipping group:The city of the group has been approved to build a mega petrochemical industry project,and the local government intends to synchronously promote the integration of local liquid chemical fleet resources.It is believed that the liquid chemicals shipping market can be a strategic realignment direction for dry bulk shipping companies such as HX shipping group,mainly for the following reasons: 1.The domestic liquid chemical industry has a tough entry barrier,with the ministry of transport banning the establishment of new domestic liquid chemical shipping companies and strictly restricting the expansion capacity of existing chemical shipping companies.Therefore,the domestic liquid chemical shipping market is much less competitive than dry bulk shipping market;2.The mega-petrochemical project will create a huge demand for chemical shipping,and for a company that wants to be a part of the chemical shipping market,it’s an opportunity that can’t be missed;3.HX shipping group is located in an area that is home to a large number of small and scattered liquid chemical tanker companies.Those companies share considerable vessel capacity,but lack influence due to the small scale.If one can seize the opportunity to integrate those small companies,it will open up new development space for local chemical shipping industry。By analyzing the internal resources and core competitiveness of HX shipping group,this paper considers that HX shipping group has the following unique advantages to seize the opportunity to realize the strategic realignment of the liquid chemical shipping market: 1.The local government hopes to fully utilize the market and capital to integrate local chemical fleets,so as to change the small,scattered and chaotic situation of the local chemical industry.As a large state-owned shipping company,HX shipping group is well suited to integrate the resources;2.After many year’s accumulation,HX shipping group enjoys a good reputation in government departments,Banks and other financial sector,and has the trust of local shipping companies.If HX Group runs the integration project,it will has a unique advantage;3.Despite the fact that several other large state-owned shipping companies(in the oil,container and other shipping segments)are in the region,so far they don’t have the willingness to make strategic realignment s,and they are less likely to deeply participate in liquid chemical shipping market.Based on the above analysis,by adjusting the group strategy,HX shipping group has the opportunity totransfer to the segment of liquid chemical.This strategic realignment will open up new market space for HX shipping group.Through a series of research and analysis,this paper also discusses the planning and implementation of the strategic transformation of HX shipping group,and provides suggestions for the promotion of HX shipping group’s strategic realignment. |
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