| Tianjin Marine Shipping Co.,Ltd.(TMSC) is an international container transportation company which deals in container transshipment between China and Japan, Korea. Entering the 21ST century, global economic integration has become an irreversible trend, which leads to the increase of Chinese foreign trade volumn and the growth and prosperity of container shipping industry. On the other hand, nowadays, the oil price keep enhancing all over the world, all shipping companies meet high cost because bunker addition. Since the bulwark of market entering is low, competition is furious. Under such conditions, TMSC either faces a good developing opportunity or at the same time meets severe market challenge.If an enterprise wants to survive and prosper in the complex and changeable market competitive environment for a long time, it should own its definite targets and strategies. Basing on data collection and marketing survey, according to corporation strategy management and its relative theories, I do analysis as following: the special internal and external environment faced by TMSC, the shipping industry organization and its main rivals, TMSC's developing opportunities and severe market competitions, TMSC's advantages, disadvantages and competitive capacities.Then on the basis of such quantitative and qualitative analysis, I clearly define the strategic missions and targets of TMSC, conduct an overall strategic planning, distinguish its strategic position, select the strategic types and formulate TMSC's product, marketing, technology, finance, and human resources strategies. Finally, I divide TMSC's strategic into different implementation phases, control the implementation process and form a feasible enterprise's strategic version. |
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