A Study On Market Competition Strategy Of Theidi

The Third Harbour Engineering Investigation and Design Institute of China Communication (THEIDI) is a large state-owned design enterprise in the field of water transportation engineering. In the middle period of 1990s, the system reformation of the design institutes in China was totally finished, and the market competition began. With the bloom of Chinese economy, the water transportation engineering market develops rapidly and the design market competition becomes more intensively. In face of the period of "the eleventh five-year plan" and changing environment, THEIDI should make marketing strategies to improve the market share.This thesis consisted of seven chapters. The first two chapters introduced the background of the research and some related theoretical methods. In the third chapter, the environment of the market including macro-economy and politics was analyzed, and the opportunities and threats in the market were defined. The internal factors analysis of THEIDI was made in the next chapter, especially at the aspects of the management ability, the productivity and marketing competence. And some problems were raised in this chapter. In the comparation and analysis of the competitive position for THEIDI in Chapter 5, the characteristics of the rivals were described firstly. Secondly, the competitors including THEIDI were scored by being evaluated in both factors of hardware and software of each enterprise, which made the strength and weakness of THEIDI stand out. Combining the outer circumstances and inner conditions analyzed in the former chapters, the objective of market competition of THEIDI was set up in Chapter 6. And market competition strategies were made to fulfill the objective. In establishing the strategies, the enterprise resources of THEIDI were fully considered to exert the strength and minimize the influence of weakness. Finally, implement plan was brought up in this thesis to realize the strategies and the market objective.The conclusion was drawn as follows:According to the present situation and future development of the market, in order to improve market share, THEIDI should take the strategies of overall cost leadership, differentiation and vertical integration and form strategic alliances. And on the other hand, THEIDI should adjust the strategies to adapt for the changing market environment to improve the competitive position.