Management Strategy Study Of A Group Company In Nigeria Project Contracting Market

Since the later period of 1990 s,under the nation’s inspiration of “go global” strategy,plenty of construction contractors from China poured into the international contracting market.Through the development of the past 30 years,Chinese contractors has been gaining increasing influence as well as occupying a certain market share in the fierce competitive global market,and forming series of modes of operation and management with Chinese characteristics,which has been making great contribution to the the development of China economic and the world engineering contracting industry,especially the development of infrastructures in the third world countries.Market strategic management become more important.A Group Co.,Ltd,as a large state-owned enterprise and one of the national units special for international business and economics,crossed the border to explore potential opportunities in the overseas market at the beginning of 1980 s,then established branch company in Nigeria and soon became the the bellwether of Chinese contractors in Nigeria market.As the largest and most important engineering contracting market in Africa,Nigeria is now undergoing rapid changes.Thus,A Group Co.,Ltd is facing the issues of both consolidating the existing market share and develop new market area.Adopting theories of strategic management and practice of international contractors’ management,this paper means to guide the practice of A Group Co.,Ltd’s market development by combining the mature existing theories and conditions of the Nigeria branch company of A Group Co.,Ltd.This paper firstly states the status and problems of engineering contracting market at home and abroad,and the purpose and significance of this study.Then this paper analyses the political,economic and social environment of Nigeria by PEST,and describes regulations,policies,favors and restrictions on project contracts,and study the market segmentation to find out the opportunities and risks of Nigeria market.Meanwhile,by exploring the internal resources of A Group Co.,Ltd and external environment of market by SWOT,this paper analyses the opportunities & risks from external environment and advantages & disadvantages lying in the internal.Based on aforementioned analysis,this paper makes proposals for A Group Co.,Ltd on how to select and optimize strategy in business,show the direction of development of market and the core competitiveness,and specify the necessary measures for implementing the strategy.Boldly implement diversification and alliance strategy to further implement differentiated and centralized strategies at the business level.At the same time,in order to ensure the effective implementation of the company’s strategy,this article points out the issues that Group A companies should pay attention to and the series of measures to be improved.This has a strong commonality to the market management and strategic management of China’s foreign contracting companies under the current international contract market.Moreover,this paper adopts many first-hand research information which contains status of many contractors in the Nigeria market,the problems they are dealing with,and the ideas from all levels of employees for overcoming these issues by visiting relevant Nigerian project owners,some influential international contractors,and the staffs including top management of A Group Co.,Ltd,which will make the conclusions of this study to contribute better to guide the practice.