A Study On Product Portfolio Strategy Of A Company’s International Market

Swimming pool industry is a very specific industry,the history of this industry in China is short,it’s less than 30 years.The manufacture of the pool products even less 20 years This industry is even still new,but it develops very quickly.To compare with other companies in pool industry,A company is with specific feature,it’s the sole manufacturer in swimming pool and with integration of engineer.It developed along with pool industry development of China.After 15 years development,A company has very good turnover in China,but on the contrary,even the annual turnover of international trade is increased year by year.But the increase is very slow and can’t meet the requirement of A company’s development strategy plan.So,the paper focuses on how to increase the sales in international markets.Based on the international marketing,products portfolio strategy theory and related theoretical knowledge and with author’s working practice,the thesis takes A company as case study and makes analysis on A company’s sales status,sales structure and sales channels to get the problems that A company faced in international marketing.Then make diagnosis through the tools from the perspectives of macro and micro environment,combining with A company five years development goals and using the SWOT tool to analyze the advantages and disadvantages from its various aspects.Then put forward relative solutions to new and old products through products portfolio strategy as a whole according to its development goals.Hope to solve the problems existing in international market and be helpful to its long-term development.The main conclusion of this thesis is to meet the requirement of development strategy,A company should choose product portfolio strategy to improve the present dilemma and solve the problem of slow growth.