| Comparing with Air,road,train transportation,Ocean transportation is one of the most fundamental ways of the transportation for International trading.With the reform and open policy in China,the volume of Import and export have been growing significantly,which make International freight forwarding industry get great progress as well.However,we are now in the VUCA world,the speed of the world economic is going down.We have to face lots of difficulties and challenges than ever before.In this paper,we take the J International freight forwarding company as research object.J company is a small-middle size forwarding company,since 2016,the cargo volume and profit rate going down every year Furthermore,the trend of decreasing will be continued due to the threat from outside world.It’s crucial to improve the cargo strategy of J company overcome the threats from the highly competitive market and VUCA world.Due to above,firstly the current study analyzes its internal environments according to company’s data and external environment according PEST model and Porter five-force model to make a briefly picture of the company’s current status.Secondly,this study makes several interviews from the management of middle-high level in J company then design a questionnaire based on above information and related theory to identify the key elements of company’s strength & weakness,threaten & opportunity.Then based on the data collects from questionnaire,I will use AHP analysis to make sure the weight of each key element of J company.Thirdly,according to the previous outcome,I will construct IFE Matrix and EFE Matrix to calculate the internal and external situation of J company.Then,I use SWOT Matrix and QSPM Matrix to select the most appropriate and attractive strategy from the potential development strategies and competitive strategies respectively.Finally,I will explain how to implement the strategies and support activities by improve ability and resource of J company.This research will give a comprehensive development guide to the J company,meanwhile hope it also could provide reference ideas on strategy for the company which similar to J company. |
