| Guangzhou Loneda Construction Consultant Co.,LTD, formerly known as construction management department of Guangzhou Development Zone Construction Development Group. In 1992, it formed Guangzhou Economic and Technological Development Zone Construction Supervision co., LTD, which became one of the earlier established supervision company around the whole nation. Its business scope was supervision, bidding agent, engineering consulting. As it started shareholding system reform in 2000, state-owned shares withdrew from the company in 2009, making it a private company. In 2010, it changed its name to Guangzhou Loneda Construction Consultant Co.,LTD(hereinafter referred to as Loneda company).As a company colored with thick cultural and regional meanings, Loneda Company’s business is mainly based in municipal engineering and factory building supervision in Guangzhou development zone. The part of the business has been accounted for more than 70% of the company’s turnover and supervising business occupy 90% of the company’s turnover at the same time. Since 2000, great changes have taken place in Guangdong construction market. From then on, Guangzhou has a moderate change every three years. Besides, the construction of University City, the construction of Asian games, the construction of the Shenzhen Universidad, has given rise to a large number of government-led large, oversize infrastructure projects. But Loneda Company missed a lot of development opportunities because of strictures of business scope as well as the backward management concept. Thus its status declined from the upstream industry down to the middle reaches of the industry. On the contrary, many peers seized the opportunity, leading to rapid growth in the next 10 years, and occupy the market into the Guangzhou development zone, further shrinking the market share of Loneda Company.After completion of shareholding system reform, Loneda Company straightened out the relationship between the equity, and blueprinted its strategic development, in order to become one of the most influential engineering management company in south China. Based on the above Strategy background, the company’s business strategy is putting forward by the analysis of the past, the present situation of a project management company which has just completed the restructuring. In view of the strategy of regional development route and policy planning, a business plan of sustainable development is developed.This strategy reserach mainly uses management tools such as PEST analysis, SWOT analysis to implement strategic management. In view of the present market situation, the plan of regional development is putting forward, which means to regard related diversification as the main line, deep excavation project value, expand business areas, at the same time rapidly occupy of the market of Pan-Pearl River Delta through franchise. The strategy reserach has set strategic target for five years, a target of the company value of compound growth rate of not less than 20% within five years, shareholders core yield of no less than 20%, the target market covers south China such as Guangdong, Guangxi, Hunan, Guizhou, Jiangxi, Hainan and so on, finally increase s of about 10 franchise partners. According to the characteristics of the company and target market, we make a profit model. According to the company’s operating income, market investment, human resource planning, etc., it is expected that the company’s balance sheet, income statement and cash flow tables in the next five years with the purpose of demonstrating the feasibility of the project. Finally this plan clarifies company strategic plan implementation, supervision and control and security strategy. |
PDF Full Text Request