Exploring The Development Strategy Of Cotecna International Trade Consulting Ltd.

With the intensification of globalization and China's inspection market increasingly opening to the world, China's inspection industry is experiencing changes in both domestic and international environments. And the domestic inspection institutions are confronted with unprecedented opportunities and challenges.Guided by the relevant strategy management theories and the general methods in strategy study field and taking domestic and overseas inspection organizations'successful experience in the formation and implementation of strategies as reference, the paper first analyzes the external environment encompassing Cotecna by using SWOT and QSPM matrixes, and sums up the opportunities and challenges based on the aforesaid analysis. The strengths and weaknesses of Cotecna are identified on the basis of a thorough analysis of the company's management mode, resources, operation processes and marketing system and a comparison with its competitors. The paper then applies strategy management models and tools to screen all the strategy options Cotecna has, and determines the best one. The guidelines, overall objective and outlines of the strategy that fits the open and ever-changing market are put forth at the end of the paper.The paper contains five sections: First Section, the introduction, presents the background and significance of the research and the structure of the paper. Second section is the analysis of the external environment, which centers on the macro-environment and the industry situation of Cotecna and identifies the Five Forces of the industry and the challenges and opportunities the company faces. Third section is the internal environment analysis, focusing on the recognition of the strengths and weaknesses of the company. Fourth and Fifth sections elaborate on the formation, implementation and control of the strategy, which apply SWOT and QSPM matrixes to carry out qualitative and quantitative analysis of the internal and external environments of the company, and move forward to the formation of the suitable development strategy and the topic of how to formulate the management system and the corresponding measures covering the aspects of human resources, marketing and operation that ensure the successful implementation of the strategy.By analyzing the opportunities and challenges existing in the inspection industry and taking Cotecna for an example, the purpose of this paper is to formulate an analysis model on company strategy formation that fits Cotecna and to provide the theoretical guidance on the future development of the company in the hope that the study could be used as a reference in the reform and development of other inspection institutions in China.