| Summary: | 碩士 === 淡江大學 === 國際貿易學系國際企業學碩士班 === 93 === Under the dramatic environmental changing backgrounds such as rocket economic growth in this decade and full market opening against foreign capitals at the ends of 2004, Shanghai, which have more than half of CVS in China, is surely starting to change its rule from “world factory” to “world customer”. In this thesis, how Lawson, Shanghai CVS model of Sino-Japanese enterprise, will take a strategic choice at this stage, and how they will be able to accomplish its vision “The hot station in the neighborhood” under new environmental conditions is mainly analyzed through its surrounding various influential environmental elements including internal, industrial and macro environment under its mission Statement “For the Customer”. As the result of analysis, our findings are presented below:
Key factors against three levels environmental impacts on Lawson:
(1) Internal Environment key factor: “Face to Face
Communication” with local staffs
(2) Industrial Environment key factor: “Cooperation”
with local stakeholders
(3) Macro Environment key factor: “Convenience Life”
for Shanghai people
As the result of three different level of environment impact on Lawson, Strategic Choice at this stage is “For Shanghai City” which suggests Lawson should stay and make effort to invest in Shanghai, not other places. This strategic choice can offset the Lawson’s weakness and shortcoming, and even shift into Lawson’s competitive advantage in Shanghai retailing market.
|
|---|
