Study On Complant Ltd.’s Market Development Strategy Of Investment In Bangladesh Power Sector

As a state-owned listed enterprise, with complete plant and technology import & export and overseas investment and operation as its main business, China National Complete Plant Import & Export Corporation Limited(as “the Company” or “Complant Ltd.”) has long been characterized as an EPC project contractor in Bangladesh, one of its key business market.Since State Development and Investment Corp.(as SDIC) became its actual controller in 2009, in consideration to opportunity emerged in Bangladesh market and development strategy of parent company, the Company has been willing to combine the solid capability of SDIC in power plant investment and operation with the advantage of the Company itself in exploiting complete plant export project, and further seeks for opportunity to invest in coal-fired power plant project. This paper focuses on analysis of strategic conditions to be faced by the Company if it invests in Bangladesh market and gives suggestion to the Company’s investment strategy.After review of history of the Company’s business performance in Bangladesh, with strategic analysis methods including PEST analysis model, Porter’s Five Forces model and SWOT analysis, the paper comprehensively studied the investment environment, competition status of Bangladesh power sector market and opportunities, threats, strengths and weaknesses of the Company.At last, based on the conclusion of such analysis, towards the challenge and weakness of the Company when involving in the new market, the paper raises strategic suggestions, including developing the company’s business with differentiation strategy using PPP model as a breaching point and strengthen consortium strategy towards challenges and disadvantages of the company, and further briefly researched the feasibility of investment in a coal-based power plant in Bangladesh from the economic point of view.