This case describes the strategy transformation process of Shanghai JieJian MingFang Architecture Design Company (JJMF) since it established. JJMF sets up its strategy from customer value proposition. The strategy transformations of JJMF include “cost leadership strategy” in the first stage and “services differentiation strategy” in the second stage. Then, this case discusses the conflict and problems from the strategy transformation in the third stage through the meeting of top management team. JJMF discusses the strategy analysis by SWOT-Scorecard from four different perspectives of the Balance Scorecard (BSC), which include financial perspective, customer perspective, internal process perspective, and learning and growth perspective. The process of discussion and analysis will lead students to think over whether JJMF should transfer its strategy from “services differentiation strategy” to “technology leadership strategy” or not.