A Research On The Diversification Strategy Of BT Company

As China’s steady and healthy development, people’s living standard constantly improves. The testing and inspection institutes develop unprecedentedly in market economic and international trading, and their competitions in market share becomes more obvious. As one of the foreign testing and inspection institute in China, its diversified strategy in China lays a profound impact on the testing and inspection industry in C hina. First, BT Company suits China’s basic country situation, localizes its businesses in China, so that it has a pre-develop advantage and occupies more market share. Secondly, for the reform of traditional industry, BT conducts tailor- made service for customers, and creates value with customer together, so that its competitiveness go stronger and brings new profit margin. At last, BT has an effective implementation force, so that its diversification strategy can be conducted effectively and has a optimistic effect.This paper makes use of case study method, and utilizes Michael Porter’s competition strategy theory, PEST analysis method, Porter’s Five Model, and SWOT analysis method, etc. in order to analyze the competition environment, identify its core competitiveness and the core competition factors, and to analyze its own strength and weakness. The firs t part is introduction of basic concepts and theories, to build a solid theoretical basis for the foregoing case research. The second part is the main body of the case. It illustrates the phases development of BT in China, and introduces its changing of se rvice model in C hina as well as its problems faced. From one- line service, tailor- made resolution and notarization service, BT implements diversification strategy and finally improves its market competitiveness. The third part goes to case analysis. It tells the root cause of why BT conducts diversification strategy, and tells the influence on the whole third-party testing and inspection industry. Through implementing regional diversification strategy, BT company more rapidly caters for customers’ regional service requirement, and conducts tailor-made service for customers, positively explore home market, and merge relevant companies so as to strengthen itself.