Research On Mawan Harbor's Developing Strategy

Mawan harbor is a enterprise that suits at the mouth of the Zhu Jiang river, which belongs to the west part of Shenzhen port areas, and majors in the bulk cargo's transportation and storage. With the 12 years 'development, Mawan has formed it's major scope of business from steal, cement and chemical fertilizer and other kinds of bulk cargo. At the same time, Mawan does its best to manage container transportation as the branch line to develop it's business scope. And now Mawan has becoming the most successful enterprise among Shenzhen west port area. (in terms of operation capability ,profit-making capability development capability and per capital product).Now foreign trade is increasing ,inner trade need is developing ,which leads the great future to bulk cargo transportation especially to Mawan. In order to keep it's powerful development, give full play to its quick developing experience, doing the strategy research is needed to Mawan.This paper lies in the theory of enterprise strategy. Along with the analysis of environment-chosen -carry out-evaluation to make it. In the second chapter, author analyses the economical environment of the state and international world, then compared with it's opponents' abilities in operation and in frustrations. From this analysis, author came its conclusions about Mawan's advantages and disadvantages in developing.According to it's environment analysis, author made three developing strategies for Mawan (chapter 3): Keep it's original scale's developing strategy (inner strategy); Take over other investor's pier (combine market concentration with strategy alliance); Do it itself (build new pier by itself to open its scale to realize large-scale production). After these, author used some evaluating methods such as Life cycling theory for enterprise, Five disciplines for evaluation and so on to criticizing these strategies' advantages and shortcomings. As a conclusion, Mawan should take the third as its best strategy.The following part of this paper is minimize its strategy target. Author gives some detail advices including the managing the capital, how to reform theorganization, how to establish the mechanism of encouragement and restrain. and how to do with the Human recourses and culture.The last part of this paper suggests to build up a controlling systems to Mawan's developing strategy for the changeable environment.