Research On Competitive Strategy Of Kelon Refrigerator

Kelon is facing many external opportunities and threats in the more and more intense refrigerator marketing in China . The chance of Kelon to win out essentially relies on how to set up a sound product strategy aiming to make use of these opportunities with its internal favorable advantage and to avoid risk and overcome its disadvantage . This paper intends to make a systematic analysis of Kelon Refrigerator with a discussion on strategy management theory. It aims to provide a basis for scientific making policy decision and to offer an optimal competitive strategy with consideration of macroscopic and microscopic, qualitative and quantitative interaction.The paper begins with an analysis and comments on Kelon's external environment and its status in competition. The PEST, five Competitive Force Model of Kelon and EFE Matrix are involved. It is pointed out that Kelon enjoys the concept's variety of consumption and the quickly increasing refrigerator consumption, etc. But it is also potentially hindered by the competition of foreign refrigerator turning worse and the total quantity of supplies exceeding the demands. The related evaluation leads to a conclusion that kelon is currently in an attractive market. With the results of the experts survey and the discussion under KSFs, six key success factors are worked out, namely, Scale advantage, the ability of brand management , the system of quality management , the ability of the total cost control, the ability of sale channels developments and network construction, the ability of exploiting new product. Then an analysis on the current situation of Kelon Refrigerator by data statistics and Boston Matrix, point out the existing problem in such aspects as product orientation ,market orientation and competitive strategy , etc. Probing into the internal environment of Kelon with the discussion under Value Link Theory, Core Competence Theory and IFE Matrix, this paper believes that Kelon has a favorable good image, the scaleadvantage , the ability of brand management, the price , the reasonable construction of products and ability of exploiting new product , etc. But it also faces disadvantage in information construction, the service , the ability of sale channels developments, the advertisement, the advanced equipment and government support, etc. It is argued that Kelon is in a favorable position with an overall consideration. In order to discuss the product strategy suggested for Kelon , SWOT model are constructed. The development strategy plans are laid out with the analysis of the current products under customers Matrix. The discussion of QSPM model leads to a suggestion that Kelon's overall competition strategy should be the different strategy . The suggested strategy is under detailed discussion. As for its implementation, Kelon is advised to take the following seven suggestions: enhance the brand management and market troop's management, perfect the decision-making mechanism, perfect the management system of quality continuously, promote the HRM ability, perfect enterprise's cultural construction, reasonable control the cost.