| Product Portfolio strategy is a critical part of the product strategy. It is the foundational groundwork of product selection strategy for the enterprise to correctly choose its hit product and the product portfolio.In resent years, for the oil and gas industry, with the development of the horizontal drilling and multistage fracturing, it features not only on the enhanced exploration for the conventional low penetrative field but also for the unconventional oil and gas. But for the unconventional oil and gas, it requires high pressure, high horsepower and big volume fracturing equipment. Thus for the existing fracturing equipment suppliers face a catch-22situation-for conventional or for unconventional. If the company fails to reselect its correct product portfolio he may lose in the competitive market.In this paper, the writer, took Lanzhou Chenglin Oil Drilling Equipment Co., Ltd (Lanzhou Chenglin ODEC) as example, studied the company’s core business, product strategy by utilizing strategy selection tools, strategy decision-making tools and methods on the basis of the company’s development strategy and crucial business plan. In the mean time, the writer is also trying to determine the company’s product portfolio (or product assortment) so as to improve the company’s competitive strength, market shares and managed to find the way heading for the company’s development and success. |
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