HZ Company STP Strategy Research

Since1950s, interchanges of economy and trade of all over the world becomes more frequent. Economic activities between countries are increasing. And the integration process of world economy is speeding up. As a result, International forwarding is growing rapidly. As a member of WTO, our country opened to the world the market of forwarding. The giants out of home dealing with logistics snatched some market share in China, which brought the logistics enterprises at home great challenges. In2011world economy recovered from difficulties, so it is in USA, despite of high unemployment, low economy increase, low investment and interest rate. However, the continuous break-out of Debt Crisis in Europe definitely brought enormous effect on the world economy. The appreciation of JPY and earthquake disaster led to economic slow down in Japan. Due to the slow down of world economy, the demand for commodities worldwide is decreasing. Therefore, the transport power in shipping industry is surplus, which lead to decreased freight rates and make the main liner shipping companies suffered great losses. As for the forwarding agents concerned were in difficulties unavoidably. Some small and medium sized enterprises even went bankrupt.HZ is a holding company of SINOTRANS. As a leading company of international forwarding industry in the area of ZIBO and BINZHOU, she is shocked unavoidably in the harsh times. This essay will make deep analysis on the market situation of HZ by using the theories of modern logistics and market sales for reference. Also it suggests HZ company enter the market of importing beans with the sales strategy of STP, to improve the structure of commodity supply And it stated the ways to improve sales abilities, develop special services and emerge competitive advantages by bringing7ps sales into full play to keep the role in the market.This essay starts with the background and meaning of my topic and propose my thinking in details and presents the frame of the topic. Then it analyzes the surroundings in depth that HZ is facing. It researched the miracle surroundings that affect international forwarding such as politics, economy, social culture and technology etc. It makes analysis on the feature and environment of competition of this business with Michael Porter’s Five Forces Model, industry life cycle and the theory of industry concentration ratio. It reached a conclusion to the key factors on not only opportunities but also the pressure that HZ is facing and the success that HZ will achieve. It analyzes the inter resources and capabilities of HZ, by which, the advantages and disadvantages are discovered. With SWOT, it chooses for the enterprise the development direction. Referring to the theory of marketing strategy, it will find the target market and make exact marketing positioning and then to form distinct advantages for challenging. On the basis of that,7Ps will be introduced.The purpose of this essay is to explore a proper STP market strategy for international forwarding at current situation.