ACI Guang Dong Glass Ltd.Co.

Guangdong ACI Glass, established in the end of 1993, is a joint venture. It has invested total RMB 500 million Yuan for overall technical innovation in the last 8 years, and is an internationally leading firm in terms of technology and product quality. Market expansion of new products, improvement of packaging materials and international market development seized marketing opportunities and, therefore, reversed operational trends from loss to net profit increasing in the near past years. Its market share in Australia lost 60% in 2002. A market analysis indicates that the focus of its market loss is its market competitive advantage falls behind core power, which makes it is difficult to cope with lower domestic pricing challenge.Five forces model of competition is implied for Guangdong ACI Glass's competitive environment. A Strategy Grouping Chat is formed in the thesis in accordance of its competitive condition in the glass industry, which shows its competition position. A SWOT analysis to its transformation strategy from core power to market advantage points out, the key points for service of core power for competitive advantage include: to enhance internal management, to decrease productive costs, to implement a lowest price supplier strategy to face domestic lower price challenge. "Process purchasers" for high quality products, and big-sized "related purchasers" requiring delivery on time, are targets for market developing and expansion. The price position of the company was given by the behavior characteristics of purchasers. Accordingly, differentially pricing using a proper pricing method is a feasible way to solve the problem between price competition and profit target of the company. An analysis to the case indicates that the ways to solve market problems include: to maintain market share of main products, to develop high price products, to develop international market, to adjust its pricing and marketing policies. To maintain its relating marketing and marketing pipes, and to manage the marketing team is the way for the company to improve marketing performance.