Rongsheng Group

Weijiong Zhang (First Author), Xiaohua Li (Participant Author)

Research output: Other contributionCase Studies


Rongsheng Group was founded in 2005. Within two years of construction, its shipbuilding base in Rugao, Jiangsu, had been mostly set up and put into operation. Yet Shanghai Waigaoqiao Shipbuilding Co., Ltd., Hudong-Zhonghua Shipbuilding Group, and Jiangnan Shipyard Group had set up their production lines at Shanghai Changxing Shipbuilding Base, which would immediately change the competitive situation in the international shipbuilding industry. Meanwhile, the sub-prime loan crisis would slow down the development pace of the world economy, thus leading to asurplus of world shipping and shipbuilding capacity in the near future. The CEO of Rongsheng Group, Chen Qiang, was wondering the following questions: As the world economic situation and the competition patterns of the shipbuilding industry were changing, how could Rongsheng Group work out the detailed strategies and implementation plans based on the goals of the board of directors? Which industry should the Group be positioned in and find opportunities from for its further development (manufacturing, finance, energy or real estate)? How could it realize its targets in a shorter time?
Original languageEnglish
Number of pages28
Publication statusPublished - 1 Jan 2009

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Published by

China Europe International Business School


  • Financing
  • Market Positioning
  • Shipbuilding Industry
  • Strategy
  • Transformation

Case studies discipline

  • General Management
  • Strategy

Case studies industry

  • Manufacturing


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