Maersk Logistics China Limited Development Strategy

With the more and more serious competition, China government carries out their commitments on WTO on trade and service section, more competitor with same background of Maersk Logistics will flood into China, National 3rd party logistics companies are improving their competences with time going, economic booms up bring great demands on 3rd party logistics service with good quality. As a leader in the 3rd party logistics industry, MLOG China faces lots of challenges as well as opportunities.. However, MLOG China is not so strong in sales and marketing, research and developing in China, which weakens MLOG China's competition strengths. In addition, outsourcing service and higher directed fixed cost reduce MLOG China's strength in cost advantages. Too younger management team as well as high turnover leads to unstable organizations. How can MLOG China find a solution within the continuously changing situations? Proposed solution will be presented in this thesis.Based on strategic point of view, via SWOT analysis, study the external environments including China logistics market, macro environments, competition environments and internal environments like marketing and sales, R&D capability, financial ability, operating management, organization development. With the TWOS matrix strategy forming, conclude that there will be three hierarchy of strategy as corporate strategy, business strategy, functional strategy. In the end, scorecard which includes vision, mission, strategies and 2005target is used as a tool to measure strategy implementation.