| Competitive strategy is the key to a group’s survival and development in an extremely competitive market environment,Only under the guidance of the appropriate competitive strategy,can a group find the right direction,face the threats and challenges to respond in a timely and effective manner.And how to choose the most suitable competitive strategy for the development of the company is a major concern for the group today.SDSJ Group is a group mainly engaged in the investment,construction and operation of transportation infrastructure,etc.,providing design and construction as well as integrated services to its customers.However,with the rapid changes in the issuance method of international engineering contracting business in recent years,the traditional business model of the Group’s international engineering contracting business has been unable to resist the fierce market competition,and SDSJ Group has not formed a scientific cognition of the competitive strategy of international engineering contracting business.This is highly incompatible with its development.Based on this,this thesis takes the international engineering contracting business of SDSJ Group as the research object,and proposes a strategy suitable for the development of the enterprise.Thesis’ subject is the competition strategy of SDSJ Group’s international engineering contracting business.First,it analyzes the current situation of the group’s international engineering contracting business competition strategy.It is found that the group has not yet formed a scientific understanding of competitive strategy and lacked competitive strategic thinking.Its current competitive strategy is similar to the centralization strategy,which puts the group at a competitive disadvantage and is not conducive to further development;therefore,it is necessary to formulate a new competitive strategy.Field research,literature review,expert interviews and other methods will be done.The thesis will use PEST analysis and Porter’s five forces model to analyze the internal and external environment of SDSJ Group,and find out 9external factors on positive support for government policies that affect its strategic choices and 11 internal factors such as regional visibility and influence.The thesis will use AHP method to construct an evaluation matrix of internal and external factors for quantitative analysis,and draw the conclusion that the current external environment of the group is conducive to its own advantages.The thesis will combine with the group’s strategic objectives and use SWOT analysis to identify the group’s feasible cost leadership strategy,differentiated competition strategy and centralization strategy three alternative strategic plans.The feasibility analysis of the alternative strategies and the QSPM matrix will be used for choosing a differentiated competition strategy by the international engineering contracting business of SDSJ Group.The thesis will further propose the implementation content and safeguard measures of the differentiated competition strategy. |
