A Research Of Product Competitive Strategy Of Ozone Company

In the new-born market of ozone environment protection product, Wuxi Ozone Environment Protection Technology company is facing many opportunities and threats. This companies' success essentially relies on how to establish a product competitive strategy which not only makes full use of its advantage to grasp opportunities but also overcomes its disadvantage to avoid risks. This paper intends to make a systematic analysis of Ozone company on the basis of strategic management theory. It aims to offer the optimal competition strategy by adopting the methodology of macroscopic and microscopic, qualitative and quantitative analysis.At first, through the methodology of PEST, Five Competences Model, this paper analyses and evaluates the macroscopic environment and competition status of air products and water processing facility product. It points out that Ozone company is facing many positive opportunities such as the favorable national policy , a growing local and oversee market of environment protection product and an increasing demands of fresh air and purified water. Furthermore, Ozone company is still facing these threats such as the abnormal market, intensive competition and high customer bargaining position. Secondly, through the survey of expert and the methodology of key success factor (KSF), it concludes the concrete KSFs of air product and water processing facility product. The KSFs of air product: brand name, service assurance, marketing network, large scale economic production, R&D; The KSFs of water processing facility product: quality management, R&D, service assurance and marketing network-Thirdly, through the methodology of value chain and core competence embodied with defined key success factor and main success factor, this paper analyses and evaluates the internal environment. It points out that air product hasthese advantages such as quality management competence, R&D competence, service assurance competence, large scale production competence, and has these disadvantages such as marketing network, brand name, cost control. The water processing facility product has these advantages such as quality management competence, marketing network competence, service assurance competence, R&D competence, and has these disadvantages such as cost control. Fourthly, SWOT model is constructed in order to probe into the product competitive strategy of Ozone company. Through qualitative analysis and quantitative strategic planning matrix (QSPM) analysis, this paper concludes that Ozone company should implement product development strategy(air product OEM) and market development strategy(water processing). At last, as to the implementation of strategy, it suggests that Ozone company should try its best to finish these tasks such as strengthening marketing competence, R&D management competence and HR development management competence, improving cost control competence and enterprise culture. These measures can ensure that the strategy is implemented effectively.