The Research On New OSB Business Strategy In Cosco Shipyard

COSCO Shipyard is the bench-mark ship repair company, now she is facing the problem on how to develop continuously in her jumping style. This thesis aims at the new business strategy in Cosco Shipyard. The thesis is divided into three parts: First part introduces Cosco Shipyard general information; Shown out the problem Cosco Shipyard facing presently; Then analysis of competitive situation and government macro policy in the present ship repair field is made, the advantage of Off-shore building (OSB) is concluded. The second part is the research on correct selection of Segmented new business branch in ship building field by STP marketing management strategy theory[2], The final decision has been come out after analysed the market capacity and profit magine in jubject new business branch considering the SWOT theory[3] reseaching result to COSCO Shipyard; Then the Positioning of new entering field are given out. The last part is the research on how to enter the aimed OSB based on Competitive Strtagy theory by Michael E. Porter[1]. Firstly the best strategy is choices from three kinds of general entering new business method; Then the major entering barriers and ship yard relvant strategy is descussed; The possibility of major competitor's retaliating and strategy is drawed out by game theory[7]; Finally the risk analysis of entering OSB is made.The research is shown that presently OSB business is the best opportunity and top choice for COSCO Shipyard, The conclusion confirm that COSCO Shipyard should enter OSB business by internal development in low cost model, In order to keep smoothly entering OSB business and continuously developing of COSCO Shipyard, during it's entering OSB business, all kinds of barriers and risks with overcoming strategy must be considered.