S Aircraft Corporation Development Strategy Research

In recent 30 years, Chinese Civil Aviation Industry has been growing rapidly with the reform and opening-up policy. Airline networks have been developed increasingly and Airports'construction achieves great success. The rapid growth of airplane fleet drives MRO's development. Recently the evident growing business jets and big passenger planes extend the MRO markets. Meanwhile, challenge, such as new technology and management is still serious, so How to make use of resources and capabilities to select the correct strategy is an exigent problem, which is important for aircraft maintenance company's existence and development.S Aircraft Company, whose incomes are mainly from the 3rd party customer and major trade is narrow-body aircraft's maintenance. From the year of 1999, S Aircraft Company shared the remarkable growth of Chinese Civil Aviation, has been growing rapidly. S Aircraft Company has become one of the top MRO providers in Cathy pacific Asia. Recently, S Aircraft Company has put down its growing pace, so there is need to select appropriate strategy to guide its progress.In this thesis, on one side, the writer give a detailed research into the external environments, such as macro and industry conditions and internal environments, such as company's resources and capabilities. On the other side,writer make use of some common company's strategies analysis tools such as PEST analysis, Five- forces model, SWOT, QSPM matrix etc. Then, S Aircraft Company's strengths and weakness, opportunities and threats are carefully studied, According to the study result and actual situation, differentiation strategy is made successfully.After that, practices and safeguards are given from the following five aspects resource coordination?precision marketing?profit control?safety and quality human resources.