泰纳国际贸易咨询有限公司发展战略探索.pdfVIP

THE RESEARCH ON THE DEVELOPMENT STRATEGY OF COTECNA INTERNATIONAL TRADE CONSULTING CO., LTD. ABSTRACT With the intensification of globalization and China’s inspection market increasingly opening to the world, China’s inspection industry is experiencing changes in both domestic and international environments. And the domestic inspection institutions are confronted with unprecedented opportunities and challenges. Guided by the relevant strategy management theories and the general methods in strategy study field and taking domestic and overseas inspection organizations’ successful experience in the formation and implementation of strategies as reference, the paper first analyzes the external environment encompassing Cotecna by using SWOT and QSPM matrixes, and sums up the opportunities and challenges based on the aforesaid analysis. The strengths and weaknesses of Cotecna are identified on the basis of a thorough analysis of the company’s management mode, resources, operation processes and marketing system and a comparison with its competitors. The paper then applies strategy management models and tools to screen all the strategy options Cotecna has, and determines the best one. The guidelines, overall objective and outlines of the strategy that fits the open and ever-changing market are put forth at the end of the paper. The paper contains five sections: First Section, the introduction, presents the background and significance of the research and the structure of the paper. Second section is the analysis of the external environment, which centers on the macro-environment and the industry situation of Cotecna and identifies the Five Forces of the industry and the challenges and opportunities the company faces. Third section is the internal environment analysis, focusing on the recognition of the strengths and weaknesses of the company. Fourth and Fift