GS公司中国市场未来5年战略规划研究

上海交通大学硕士学位论文GS公司中国市场未来5年战略规划研究姓名：韩冰申请学位级别：硕士专业：工商管理指导教师：韩冰20090524THERESEARCHONNEXT5YEARSSTRATEGICPLANNINGOFGSCOMPANYFORCHINAMARKETABSTRACTGSCompanyisthemarketshareleaderamongsuppliersofinedibletallowimportedfromAustraliatoChina.Themanagersofthecompanyareconfrontedwithafiercecompetitionandcomplexenvironment,whichdemandsseriousthinkingonsurvivalandcontinuousdevelopmentinthenext5years.TheauthorisusingthestrategicmanagementtechnologiesacquiredfromtheMBAcoursestopursueactualstrategicplanningfirsttointroducetheproduct,thecompanybackgroundandcurrentsituation,toanalyzemacroeconomicsituation,especiallyontheeffectivetothefuturebusiness,secondtoanalyzeinternalandexternalmarketenvironmentbyusingPESTmodel,toanalyzethecurrentandfuturecompetitionmarketbyusingPorter’s5forcesmodel,EE&EFmatrixmodel,keyvaluechainandSWOTmatrixmodel,basisaboveanalysis,tochooseanddesignthefuturestrategicplanningofnext5yearsbyusingSPACEandQSPMmatrix,thendescribetheimplementationofthestrategyincludingreorganizationandprocessreengineering,distributionhumanresourcesandotherresources,tointroduceBSCsystem,andfinallytoproposehowtoguaranteethisstrategicplanning.KEYWORDS:strategy,planning,tallow,competition2009527þMBAGS51MBAGS52FIGURE1ThesisLogic&FrameworkPEST5SWOTSPACEQSPMMBAGS53MBAGS54Table1ChinaMainlyImportedInedibleFats&OilsY2007-2008(10Kmt)MBAGS5548%32%9%9%2%FIGURE2ImportedTallowbyDifferentUsagesMBAGS56MBAGS57MBAGS58MBAGS59MBAGS51020041120161163.6%20191197.2%24.3%200810%8%4%420200861020082000MBAGS511WTO2006444%32005MBAGS512FIGURE3TheQuantityofChinaImportedInedibletallowbyOriginfrom2003to2007(mt)49819310527217636015969800029020742411076200100030078981141963233090906189786107600254700MBAGS513FIGURE4RecentTrendChartofAustralianDollarEx-RateagainstUSDollarMBAGS514MBAGS515Table2ForeignInvestmentsofOil-ChemicalIndustriesandCapacityMBAGS516FIGURE5ThePESTModelofImportedAustraliaInedibleTallowMarketESTPMBAGS517FIGURE6ChinaMainlyImportedFats&OilsY2005-2008(10Kmt)FIGURE7TheImportedInedibleTallowY2003-2007(mt)26.592.524.3328.731.545.43436.21393.56.52005200620072008301821310887287058318186362600MBAGS518FIGURE8ThePriceTrendChartofCBOTSoyaOilfromY2004-Y2008FIGURE9ThePriceTrendChartofMDEXPalmOilfromY2004-Y20084491137001000200030004000500004.105.25707.708.133.274.165.276.96.116.137.16911MBAGS519FIGURE10ThePriceofMDEXPalmOilVSAustraliaTallowfromY2004-Y2008FOBUSdollarpermtVSFFA2.5%02004006008001000120014002004120043200452004720049200411200512005320055200572005920051120061200632006520067200692006112007120073200752007720079200711200812008320085200872008910542/505/MBAGS520Table3TheDifferencesofLocaltallowVSImportedTallowMBAGS521FIGURE11TheProductProcessofAustralianTallowMBAGS522FIGURE12TheMarketSharesofGSfromY2003-Y2007GS30.1831.0828.731.836.2614.681613.616.618.2847.39%48.64%51.48%52.20%50.41%051015202530354020032004200520062007:GS:MBAGS52325“”ADM90%20082008KerryTradingConAgraGS2008GSKerryTradingConAgraGSKerryTrading30%ConAgra2008ConAgraKerryTradingGSlMBAGS524ll2KerryTradingConAgralKerryTradingConAgra500lKerryTradingConAgra3GSVSKerryTradingConAgraMBAGS525Table4TheCompetitionMatrixofImportedTallowTradersFIGURE13TheRadarChartofCompetitionofImportedTallowTraders00.20.40.60.81MBAGS526·(MichaelPorter)80FIGURE14TheMichaelPorter'sFiveForcesModelMBAGS527lllllllllMBAGS528lMBAGS529FIGURE15TheTradingProcessofGSGSGSMBAGS530FIGURE16MichaelPorter'sValueChainModellllMBAGS531llllMBAGS532llMBAGS533Table5TheExternalEnvironmentAnalysisMBAGS534Table6TheInternalEnvironmentAnalysisMBAGS535MBAGS536MBAGS537Table7CompetitorsSalesTargetsMBAGS538MBAGS539MBAGS540Table8SWOTMatrixMBAGS541MBAGS542FIGURE17GSGrouporganizationchartinY2005GSSydneyHeadOfficeGS(Trading)Pacific(Storage)Riverland(Crashing)GSPtyLtd.(Australia)GSNZLimited(NewZealand)GSSouthEastAsia(Singapore)GSShanghai(China)GSLLC(USA)GSLondon(Euro)PacificAustraliaPacificNewZealandPacificChinaRiverlandAustraliaRiverlandSouthAsiaMBAGS543FIGURE18CurrentGSGrouporganizationchartMBAGS544MBAGS545MBAGS546MBAGS547MBAGS548llllllllllllllllllllMBAGS549lSPACEFSCSESISMBAGS550Table94keyPointsTableMBAGS551FIGURE19SPACEMatrixChart3XYXY4FSCSESIS0.20.80MBAGS552SPACE5GS1lll2GSQSPMlQSPMGSlll1=2=3=4=4ASlSTASlQSPMMBAGS553Table10QSPMMatrixTableMBAGS5543QSPMGS1GS2MBAGS555GSGSGS53GSGSGS4GSMBAGS556GSGSFIGURE20CurrentOrganizationChartofGSChinaGSMBAGS5571GSGS2052GS100GSGS50GS3GS51FIGURE21OrganizationChartofGSChinainFutureGSMBAGS558lllll1P&G2MBAGS559FIGURE23ChinaMainlyTallowUsers20072008GSBSC2090PBSC020000400006000080000100000120000140000ZNUnileverDailyP&GLonkeyZLZJGHuayiBeijingForeverYunnanHuijiaAhcof/SRKerryShanghaiBoxingSHOilfatZiboTianjinDinghowZhuchengPNWen'sfoodMBAGS560GSBSCGS5FIGURE24BSCModelChart1GSlGSGSMBAGS561FIGURE25CustomTarget70%80%40%35%12340%50%60%123450%30%80%20%12345lGSMBAGS562GSGSGSFIGURE26FinancialTarget10%5%20%25%123415%20%30%123430%30%10%12GSMBAGS563lGSSWOTGS5FIGURE27InternalProcessTargetGSGSGSGSGSGSGSMBAGS56420%20%20%15%1210%20%20%15%123420%25%10%1220%20%20%15%123410%20%30%50%1234lGSGSGSMBAGS565FIGURE28LearningandGrowingTargetGSKPIKPIGSGSGS50%20%10%1