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A Study on the Strategic Planning of Shenrui Machinery Company

Author: ZuoChunJie
Tutor: TianZhiLong
School: Huazhong University of Science and Technology
Course: Business Administration
Keywords: Port logistic machines Special equipments Repairing and maintenance service industry SME(small and middle enterprises) Strategy management
CLC: F426.4
Type: Master's thesis
Year: 2011
Downloads: 62
Quote: 0
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Abstract


Shen Rui Machinery Co., Ltd. (hereafter as SR) was found in 2003. It was a well known middle company and engaged not only in port machinery repairing and maintenance service, but also in the industry materials sales. There are dozens of special professional port logistics machinery repairing company in Shenzhen nowadays, and SR Company’s comprehensive ability rank medium among this field.In order to keep its predominance in the fierce market competition and keep sustained growth of development, after 3-5 years SR should make itself to become the leading enterprise of this field. To ensure those objectives can be achieved, the author researched related problems on SR’s development from the view of the strategic management. Through author systematically research we can position SR in the current market precisely and have some clear idea of a goal towards which we want to move. Following this the author found the means of formulating the science reasonable development strategy and improving veracity and scientificalness of the decision-making to achieve the utmost aim that is to provide important advisable reference to SR’s sustainable healthy development.The means of research and analysis used in the thesis: historical survey method, systems study method, comparative research method, documentation analysis method. This paper used knowledge of postgraduate learning and based on theories with facts combined to achieve objective research and analysis result to work out suitable strategy planning for SR. This research analyzed the character of port logistics machines and equipments repairing industry, including related development status of current situation and prospect of related market trend. According to the results, the opportunities and threats brought by the external environment can be concluded. Based on this, the author investigated three main competitor that SR may be faced with on their strategy and study the current strength or weakness of SR’s company. In addition, upon those results, the author through construct SWOT matrix put forward to SR’s strategy project in the future five years and specific some implement measures of strategy practice.To conclude, SR should adopt SO type development strategy as company final strategy. On the one hand, SR should make full use of the superiority of talented personnel and technology and intensify the cooperation with the container terminals ports. Based on these approaches, on the other hand SR should branch out the scope of business, and make the enterprise bigger and stronger gradually developing the new profit growth spot. At the same time SR should integrate the company resources and outsource the low-end business by setting up related cooperation relationship partners.

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