Study On The Development Strategy Of Company A Of Ningbo Port Group Ltd

The main object of this report is each key development factors of company A from Ningbo Port Group Ltd, which includes macroscopic and microcosmic environment, actual and potential competition. The intension of this study is to identify company A growth potential under the new competition environment of internal Ningbo Port Group battlefield switching and new surrounding ports emerging, based on its characteristic and development needs, by utilizing the theories learned from MBA course, research results and successful cases worldwide. The study targets on the sustainable growth strategy and company's vision proposed by worker congress, which consists of "achieving above 30 million ton output" and building up distribution center of coal for Zhejiang province, of liquid product for national, of bulk cargo for Ningbo and surrounding areas, and of trading container for Ningbo port.Reviewing the present international shipping status, the trend shows enlarging ship size, container standardization, ports specialization, deep water and high tech. The port structure system changes resulted diversity of port operational system, gradually increasing competition from surrounding ports. In addition, company A, built in 70s, with small tonnage, non-specialization, limitation of old technology and design, apparently has the issues in safety, environment and manufacturing. All these impact and bring difficulties to the company's further development. Meanwhile, company A faces the huge opportunity: National economy keeps high growth speed, Zhejiang province actively push the incorporation between Ningbo port and Zhoushan port, Ningbo city implement 'develop city through port development' campaign, Zhenhai district stars up ethylene refining project and large chemical project in Ningbo chemical district. By forecast, Ningbo Port Group Ltd will achieve 360 million ton output until 2010.Taken all into consideration, facing extensive developing opportunities, and heavy competition in port industry, company A urgently need to work out how to fast respond in this new environment, how to seize new market opportunity, how to strength competitive capability and maintain fast, speedy and sustainable growth. Furthermore, company A should appropriately carry out thoroughly analyse and evaluation for company development, identifying and understanding own advantages, restrictions, opportunity and potential threaten, select the key growth points, and most vitally develop new growth target and strategy to obtain the competitive advantages under such environment. At mean time, this strategy study on company A is important and could be the guideline on how to build up the port loading and unload market for old ports. Hence, it has the practical value.