A Study Of Small And Medium-sized International Freight Forowarder Market Focus Strategy

With the deterioration of the global economic situation, trade and shipping industry has entered the winter period. The imbalance between supply and demand has lead to the unprecedented challenge that the international freight forwarding industry is facing, among which 95% are small and medium-sized freight forwarding enterprises.With the problems of how to bring these enterprises out of this crisis, this thesis has concluded one solution that the small and medium-sized freight forwarding enterprises need to implement the market focused strategy, starting from the case of G shipping company, through the analysis of this industry.First of all, the article expounds the theory of freight forwarding enterprises, analyzes the problems of the development of small and medium-sized freight forwarding enterprises nowadays, and makes a discussion on the way out of dilemma. Secondly, through the comprehensive systematic analysis of G company and their own competitive advantage and competitive disadvantage, opportunities and threats, effectively combining the market focus strategy with company internal resources and external environment, the thesis obtains the necessity of the implementation of market focus strategy.In the part of strategy top-level design, based on the company’s industry, thesis has analysis the type. return and risk of market focused, and the guidance of different schemes for the enterprises to implement the strategy in different periods.Finally, based on the example of G companies, the depth analysis of the market focused strategy in practice and prospect of it has obtain the Feasibility and effectiveness of this strategy in solving small-sized shipping agent enterprises’problems in transformation and upgrade. And in the end from the perspective of the implementation of the strategy, thesis has expounds how to put the strategy to the actual work.