M 国际物流公司是W 国一家本土民营企业,在国际海运、国际空运、代理报关报检等领域有着成熟的业务网络和市场经验,并且随着客户需求的变化,也拓展了一些新兴的服务项目,公司业务涉及世界多个著名港口和重要城市。M 公司主要业务包括国际货运代理业务、报关报检业务和新型物流业务。其中国际货运代理业务是本公司的主营业务,所占市场份额比较大,是公司业务中利润贡献最大的业务之一,能为企业提供大量的资金;公司在进入
答案
解析:(1)国际货运代理业务,增长速度有限,所占市场份额比较大,能为企业提供大量的资金,属于现金牛业务。(1 分)报关报检业务,市场增长率偏低,市场趋于饱和,公司不占有任何优势,属于瘦狗业务。(1 分)新型物流业务,增长势头迅猛,市场行情看好,上升空间很大,占据较大的市场份额,属于明星业务。(1 分)(2)国际货运代理业务,增长速度有限,应进一步进行市场细分,维持现存市场增长率或延缓其下降的速度。当市场增长率的下跌成为不可阻挡之势时,可采用收获战略,比如把设备投资和其他投资尽量压缩;采用榨油式方法,争取在短时间内获取更多利润,为其他产品提供资金。(1 分)报关报检业务,市场占有率和市场增长率偏低,应该立即淘汰,将剩余资源向其他业务转移,最后将该业务与其他业务合并,统一管理。(1 分)新型物流业务,应该积极扩大经济规模和市场机会,以长远利益为目标,提高市场占有率,加强竞争地位。(1 分)English Answers:(1) The growth rate of international freight forwarding business islimited, and the market share is relatively large. International freight forwarding business could provide the company with a lot of funds, thus it belongs to cash cows business.The growth rate of customs clearance business is low, and the market gets saturated. The company does not take any advantages, thus customs clearance business belongs to dogs business.The growth rate of new logistic business is rapid, and the goodmarket condition prospects. There is a lot of room to grow, and the company occupies a large market share. Therefore, new logistic business belongs to stars business.(2) The growth rate of international freight forwarding business is limited, so the market needs further segmentation to maintain current market growth rate or slow down the pace of decline. When the decline of market growth rate becomes an unstoppable trend, the company could adopt harvesting strategy. For example, the company could try to decrease the equipment investment and other investment; the company would adopt oil extraction method, and acquire more profits within a short time in order to provide funds to other products.The growth rate and the market share of customs clearance business are low, so this business should be eliminated immediately so that the residual resources could transfer to other businesses. Finally the company would merge customs clearance business with other businesses and manage as a whole.The company should actively expand economic scale and market opportunities of new logistic business. With the goal of long term profit, the company should improve market share and strengthen its position in competition.