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Kuehne + Nagel ( China ) Freight Forwarding Co., Ltd. Development Strategy

Author: YangQingHong
Tutor: GongGuoHua
School: Fudan University
Course: Logistics Engineering
Keywords: Freight Forwarders Development Strategy Strategy Implementation
CLC: F272
Type: Master's thesis
Year: 2011
Downloads: 298
Quote: 0
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Abstract


International freight forwarding industry is to accept import and export cargo consignee, consignor's delegate to the client's name or in its own name for the client for international cargo transportation and related services and receive remuneration for their services industries. International Freight Forwarders is refined social division of labor and international trade development of the product, is an international transport organizer and designer. With international trade, the development of transport, international freight forwarding has penetrated into every area of ??international trade, international trade, an important and indispensable component. Object of this paper is to Kuehne \u0026 Nagel (China) Freight Forwarding Co., Ltd. is a wholly foreign-owned international freight forwarding company, which established in 1979 in Beijing China's first office in the country so far has been 32 branches, and will continue to increase domestic outlets. Until 2000, Kuehne + Nagel (China) company's main business is still the sea and air. In recent years, the business expanded to inland transport and contract logistics. From the mid-1980s, the Chinese government implemented a gradual opening operating policies for the freight forwarding industry in the formation and development to create the conditions. Economic development, globalization, information technology and networking challenges after China's further opening up of the freight market, so that the whole freight forwarding industry is highly competitive. With the beginning of the fourth quarter 2008 economic crisis, Kuehne + Nagel (China) a sudden decrease in the company's cargo, its market share by competitors strategic competition is declining, Kuehne + Nagel (Chinese) companies must rethink their position and destination. How to guide Kuehne (China) Company, in the new economic forms of request, adapt to market changes and demands, challenges and grasp the opportunity, on their own business model for the optimal combination of reasonable, this study is the main problem. PEST analysis method, five forces analysis and SWOT analysis model is applied in this paper the main research methods. This paper analyzes the Kuehne + Nagel (China) Company's operating status, the company revealed the main problems at this stage, proposed the development of strategic importance. Secondly, this paper, PEST analysis methods Kuehne (China) Company's external macro environment analysis; using Porter's competitive strategy theory fifteen forces analysis model, Kuehne + Nagel (China) Company's industry environment analysis From the analysis of both the challenges and opportunities of the macroeconomic environment on Kuehne \u0026 Nagel (China) company's impact. , This article also Kuehne (China) Company's internal resources and capabilities for analysis. Again, the paper uses SWOT analysis of the company's internal and external environment in which comprehensive comparison and analysis, clearly the company's own strengths and weaknesses, as well as the company's development strategy to face the opportunities and threats come Kuehne (China) the company's strengths and weaknesses with the achievements and potential of generating competitive advantage. Finally, set the Kuehne + Nagel (China) Company's strategic objectives, and based on this analysis to develop Kuehne (China) the company's development strategy. Pointed out that the implementation of the strategy from the company's existing organizational structure starting, make appropriate adjustments; strengthen internal scientific management and cultural construction, increase training, improve service quality and level of staff; strengthen the company's marketing capabilities; utilization of information technology, improvement in corporate information systems; determine the company's core competence is international maritime and air transport agency business, around this core competitiveness combined with market demand, determine the Kuehne + Nagel (China) company to develop intermodal and third party logistics , in their own areas of specialization to provide customers with higher quality of service, enhance customer satisfaction, which opened and competitors gap.

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