Development Strategy Of YH Shipping Company

As a private pint-sized shipping enterprise that established for only5years, YH shipping company faced the decline of the international and domestic economy soon after the company set up, besides the shipping market. It’s the reason made numerous shipping enterprises fall into the deep trough that vessel carrying capacity increased rapidly. The badly imbalance of supply and demand in shipping market made the competitions became more and more serious. From the beginning, YH shipping company faced with a very difficulty status. The directors of company always considered where is YH and where to go. The paper select suitable development strategies and specific tactics based on scientific and comprehensive analysis. Thus,the research of this thesis makes significant practical sense for the company’s survival and development.At first, the external environment of the company is analyzed through PEST analysis and Michael-Porter’s theory of competitive strategy based on relevant data,report and papers. This paper analyzed the following five perspectives:law, economy, technology, culture and shipping trade situation by these essential methods of strategy study. The analysis of the company’s internal environment from recourses and capacity clarify its advantage and weakness. Thus, it help to make clear the opportunities, threats, advantage and weakness.Later, the writer use SWOT combination analysis to make the optional strategies, again choose QSPM(Quantitative Strategic Planning Matrix) to carry on quantitative analysis further. Finally WT defensive strategy have been determined.This company’s development strategy will help it pass through difficulty period and get ready for the next stage.At last, specific tactics and measures were made,so as to ensure the realization of company’s strategic decision.The result of study has direct guidance to YH shipping company at present. The paper’s analyzing method, thinking and conclusion can contribute to TaiZhou and domestic private shipping enterprise of middle and small size.