Research On The Development Strategy Of New Era Investment(pty)Ltd. In Namibia

New Era Investments(Pty)Ltd.is a local registered Chinese-owned enterprise that specializes in construction project contracting in Namibia.In recent years,In order to protect local construction enterprises and improve the employment level of local residents,the government of Namibia has made a major adjustment in many aspects,like the construction project contracting,the project personnel structure,the visa policy and so on.The new policy after the adjustment has brought serious challenges to the development of Chinese construction enterprises,including New Era Investment(Pty)Ltd.Moreover,due to the low threshold of Namibia construction engineering industry,more and more enterprises are pouring into the construction contract market of Namibia,which makes New Era Investment(Pty)Ltd.face more and more pressure on competition and survival.Under this background,in order to achieve the sustainable and stable development of the company,it is necessary to explore and study the future development strategy of New Era Investments(Pty)Ltd.Taking New Era Investment(Pty)Ltd.as the research object,this paper makes a systematic analysis of its strategic environment,further formulates the related diversified development strategy and put forward the safeguard measures for the implementation of the strategy.Firstly,we used some strategic analysis tools to systematically analyze the internal and external environment of the company,like PEST analysis,Potter's "five power" competition model analysis and SWOT analysis,and got the SWOT analysis matrix of the company.Secondly,on this basis,we put forward the strategy positioning and objectives of the company development,combined with the needs of the company transformation development,we formulated the diversified development strategy on "Real Estate Development”,“construction project contracting” and “Building Materials processing & Trade",and analyzed the necessity,urgency and feasibility of implementing the development strategy;At last,we formulated the implementation principles and steps of the company's development strategy.In addition,the guarantee measures for the implementation of the company's development strategy are also formulated from the measures of building a harmonious relationship network,strengthening the management of human resources localization,strengthening the construction of enterprise culture and improving the project management system of the company etc.Through the implementation of related diversified development strategies,New Era Investment(Pty)Ltd.will realize the transformation from the absolutely dominant development mode of engineering contracting business to the multi-business balanced development model of real estate development,engineering contracting and building materials trade.It has great practical significance to reduce the adverse effects of the new Namibia policy and to realize the sustainable development of the enterprise.At the same time,it also of certain reference significance for the transformation and development of other small and medium sized construction enterprises.