T Company Competitive Strategic Research

Global economic development fall into an uncertain period after the financial crisis, the serious decline in the global shipbuilding market bring an enormous threat to the development of the whole shipping equipment industry. T company as an industry of shipping equipment form, is influenced directly and significantly by international shipping and shipbuilding market. For T company how to be for the survival and development in such a difficult status, one good strategy of guiding is necessary in the coming years.This article is divided into five parts altogether, the first part that analyze international shipping and shipbuilding market and future offshore market present situation. Combining with the characteristics of shipping equipment industry which T company’s stands in, as well as the characteristics of shipping industry, it introduces the environmental background of the development of company. At the same time introduce the background of the company and the developing status in present. Then the second part introduce the theory which existed classical strategic management theory in this article, and the strategic management in common use in the analysis, PEST analysis and CPM analysis, IFE, EFE analysis methods, and the way which used by the author how to gather the industry data. The third part analyze the macro environment, by using PEST analysis and the micro environmental analysis of the industry by CPM, analyzing the company internal&external conditions and internal&external factors. The fourth Part base on SWOT analysis to determine the strategic development planning and strategic choice, using the BCG matrix analysis of company’s to decide the product portfolio, in order to decide strategic objectives for different business in company, and the related diversification strategy for company. Trying to guide the T company in the next few years the development of the company strategy and the choice of products and positioning strategy, Wishing the article can be theoretical basis for the strategy of the company’s future development, also be helpful for the other company in the same industry. Finally it edits security measures for the strategy execution.