Dalian Faucquez Ship Design Co., Ltd. Development Strategy

Shipbuilding Industry has been developed very quickly in China, and the throughput and output has been increased rapidly since China started reform and opening policy, especially after 1990's. With the great support from Chinese Government, there are lots of activities for enlarging the present shipyards and building new shipyards. Chinese shipbuilding industry is in time of both the opportunity and the challenge. The ship design capability in China decided the ability and technical level of Chinese shipbuilding industry. Improving the ability of ship design will help with reducing the risk during production period and increasing the adaptability of Chinese production companies during their participation of the competition in the world. The development of DF-Marine, the first Sino-Foreign joint venture for ship design, is studied in the thesis. And the successful development of DF-Marine will definitely contribute a lot to the Chinese shipbuilding development.Related theory of Strategy Management is used in the thesis for the analysis of the future development of DF-Marine. The developing situation of Chinese shipbuilding industry and the internal and external environment of DF-Marine were analysised. In the analysis of industry environment, Poter's five power models were used to study purchasers, providers, potential entrant, substitutes as well as current competitors. The general comparison and further analysis for STARI, MARIC, Odelley, CS Marine , Best Way, GUMECO, DASTEC, JSSDRI were made in current competitors analysis. Human resource, technical ability, market situation, financial situation as well as design software were studied in details and also through the further Value Chain Analysis, internal resource of DF-Marine were studied. The stakeholders were also simply analysised and the vision, task and target of DF-Marine were specified. Further with the SWOT analysis, the strategy of the development for DF-Marine was brought forward.On the above basis, it was concluded that the general strategy would be Vertical Incorporation strategy and the way to perform the strategy will be strategy alliance and differently centralized strategy in competitive strategy. It also gave the general suggestion about the technical developing ability, organization and human resource. Further it is proposed to have Shanghai branch office to be established and also gives a picture of its advantage, working mode and initial investment.