A Study On The Professional Development Strategy For Kdke Architectural Design Co.

Kdke Architectural Design Co., founded in October 1993 as one of the Grade Adesign stock companies, is to take the opportunities after ten years of development.Hereinafter this report analyses the internal and external environment and bringsforward the development strategies for the Kdke.First the report analyses the internal and external environment. The externalanalyses include external macroeconomic environment analysis, industrialcompetition analysis and customer analysis. It follows, with the analysis of Port'smodel, that the main external chances are continuous development of economy inChina, desirable markets and ongoing reforms of design industry system by thegovernment. The main threats are too many design enterprises, serious homogeneityof product, enhanced clients' abilities of bargaining, strong competence of foreigndesign offices and fast development of small design offices at home. The internalenvironment analyses include organizational structure analysis, operational processanalysis and managerial ethic analysis. The main advantages include explicit propertystructure, adequate emphasis on brand, distinct occupation management andimproving marketing. The main disadvantages include loose inner structure, nopreferable advantage of technical expertise, and no clearly defined core business.By the analyses of SWOT of the Kdke, experience of foreign design offices andthe need of the social development, the author bring forward that Kdke, to develop inthe favorable environment, has to increase the competition advantages and decreasethe inner disadvantages. The author concludes that Kdke should take the professionaldevelopment strategy including specialization of organizational structure andspecialization of main business.To implement the professional development strategy, this report establishes thepolicies about human resource management and development, enterprise culture, MISdevelopment and marketing. At last the risk of implementation of the specializationstrategy is carefully evaluated.