The Strategy Research Of Marine Airconditioning System Supplier M In Chinese Market

Company M is a marine air-conditioning system supplier from Europe. It entered Chinese market at the beginning of 1990s when Chinese shipbuilding market started to grow rapidly. M got its market share in China thanks to good quality and low price. With the development of Chinese shipbuilding industry, the competition turns hotter and the prices of M are no longer so attractive to the customers from 2001. Meanwhile, Chinese shipbuilding market is still running in a free way. It is really very necessary for M to take some action to improve the tough situation, to share the opportunity of shipbuilding market's development and to set a good base for the long-term development. Chapter One introduces the background of Company M, structure of this thesis and some methods used in the study. Chapter Two focuses on strategic study, with the analysis on external macro-circumstance such as politics, economy, technology & society, to find out the main factors which affect the business of Company M a lot. It analyzes the factors step by step, including the economic characteristic and structure of the specific industry, to reach the opportunities and threats from the external circumstance. According to the result, some tools are used to study how much the external factors are affecting the company's development.Chapter Three analyzes the company's management, financial situation, Human Resource, Sales & Market and cost etc. With the method of Internal Value Chain Analysis, the advantage and disadvantage of company's business are noticed and the company's appraise on internal factors are made accordingly. Grand Strategy Matrix and SWOT analysis are used in Chapter Four to make the list of possible strategies. Final strategies are determined according to QSPM. Short analysis is made on the selected strategies. With consideration of the industry's characteristic, the company's plan is designed in two steps. Chapter Five focuses on the problems that M is now facing and studies how to improve the M's management system in China, including company structure, sales & marketing, Human Resource and manufacture management. The final chapter is the summarization for the thesis and shows some ideas how small enterprise grows in a fast developing industry.