Competition Strategy Study Of W Law Firm (China)

The research area of this paper is about strategy stipulating and strategy implementation of the Chinese affiliate of a foreign law firm.The paper researched the history and development status of this affiliate--Guangzhou Representative Office of W law firm(hereafter refers to the “W China Office” or “China Office”))as well as the history,culture,development status and especially the international development process of W law firm.The paper points out that W China Office was established in September 2008.Due to its short history and small scale,lack of clear organisational development plan and strategies,it has been facing severe competition in the Chinese legal service market.W China Office needs to have clear development objectives and direction;and what strategies should be adopted to reach these objectives.Therefore,W China Office needs a strategy with concrete planning.With Michael Poter' Five Forces Model of Competition and SWOT analysis,the paper analysed the external environment and internal environment of W China office.It disposed the nature and characteristics of the Chinese legal service market;summarised the advantages,disadvantages,opportunities and challenges that W China office is facing under the Chinese market;and concluded the strategy direction and strategy objectives for W China office.Through external environment analysis,the paper found that the current external environment in China is very favourable for W China office to develop and the services can be provided by W China office highly fits such environment.Of course,W China office should never underestimate the external threads and challenges that its facing.Thirdly,the paper points out that W China Office should adopt a differentiation strategy of competition to participate into the competition of the Chinese legal service market.The differentiation points of W China office's differentiation strategies are:(1)The ability to provide consistent worldwide "One-stop" legal services;(2)Bilingual service ability of the legal team which can serve clients at home and abroad directly;(3)More excellent customer service skills then competitors;(4)Deeper business knowledge and expertise,and boarder vision on international projects.Finally,the paper set out strategy commitment and strategy objectives for W China office.The paper also put forward concrete measures on how to reach these objectives,including: carrying out more active business development activities;establish an effective organisational structure and management system;establish an internal incentive system which is suitable for the Chinese market and national conditions;sustainable cultural advocacy and strong leadership to safeguard these measures;heritage the value and corporate culture of the UK office,adhere to diversity and inclusion,and develop both talents as well as W China office with all-embracing indulgence and generosity.