Research On Development Strategy Of CF International Trading Company

The national economy of China is moving toward high-quality development and will bring more opportunities to the world economy while the China’s opening-up keep continuous improvement.However,in recent years,there is great impact on the international economic pattern such as Sino-US trade frictions,the signing of RCEP, especially the global outbreak of COVID-19,and domestic foreign trade enterprises are facing new opportunities and challenges.The CF International Trade Co.,LTD. (hereinafter referred to as "CF Company")was established in 2017.Due to the late start and small scale of international trade business,there were many problems in the industry competition.This thesis is aiming to explore how to make reasonable development strategies to help companies solve the influence of various external uncertainties and their own development shortcomings and deficiencies,and achieve better development in the fierce market competition.with analyzing the problems and contradictions existing in business scale,product concentration and service of traditional commodity trading enterprises,by taking CF Company as the research object.This thesis was carried on the basis of studying strategic management theory and application of domestic and foreign trade companies.First,the external environment and internal environment of CF Company were analyzed qualitatively,and the internal and external factors were determined by use of the PEST analysis and Michael Porter’s Five Forces Model.The key factors of internal and external environment were evaluated by EFE matrix and IFE matrix.Second,it was concluded that CF company should adopt diversification strategy by SWOT-QSPM model analysis method in combination with the results of the analysis of the external environment and the internal environment,and the concrete implementation path was formulated.Three kinds of strategies have been clear proposed,namely the import product structure adjustment,business model innovation and trade information strategy.From the three aspects of strategic management,team construction and corporate culture,the safeguard measures were raised for the implementation of strategy.Finally,Qualitative and quantitative evaluation was made on the implementation effects of diversification strategy and sub-strategy of CF Company,and it was concluded that the diversification strategy of CF Company generally meets the development needs of the company at the present stage,among which the implementation effect of import product structure adjustment strategy is the best,and the other two sub-strategies have large room for improvement.Some suggestions were given to improve the two sub-strategies of business model innovation and trade information.