Globeunion Group Relative Diversification Strategy Research

Set up in 1979, GlobeUnion Group has possessed dozens of sales companies in the world for more than twenty years' development at present. It also has more than ten manufacture plants in the Americas, Europe and Asia and represents the biggest production basement of sanitary wares in Asia. The corporation has gained "double priority corporation of foreign investment in the country " for the fifth year in succession. In recent years, with the fast development of the corporation, strong diversification and individuation of the users' need, the users wish that the corporation offer the series of household product mix, especially the sanitary wares can be mixed with cabinet products, but not the single sanitary wares. At present, GlobeUnion Group 's main principal work of production and sales has been paid on products of sanitary wares. It doesn' t realize the goal of expanding its production from sanitary wares to household products. The cabinet products' market will be continuously expanded with the fast development of economics in China and world. There are many brands of cabinet products in the country, but there isn't any one which gains the absolute advantages. That gives the best chance of development for its joining in the market which is near to sanitary wares.The paper first introduces the background of GlobeUnion Group,whole development of Chinese household products and cabinets and the market operating status of GlobeUnion Group in the Chinese household markets. It raises the purpose, orientation, target and the contents of the paper; second, it systematically analyzes GlobeUnion Group 's present competition capability . By the means of market questionnaires, symposia and scene visit collect the main information of market environment analysis of Chinese cabinets' business, marketing channel, consumer demand and behavior and competition structure with the purpose for GlobeUnion Group 's getting in the Chinese cabinet industry. At the same time it proposes the market chance and development capacity of Chinese cabinet business by arranging, classifying and analyzing the collected information.Directing that GlobeUnion Group first join the product field and the competition structure of Chinese cabinets market, the paper proposes the brand of products, priced strategy, marketing channels and relevant production strategy on the basement of market analysis and information research. The author has made the strategy starting plan, forecasts the future business growing of GlobeUnion Group 's cabinets, systematically evaluates the choosing factory site and finally figure up the costs of engaging in the cabinets business, returns on investment and effectiveness of operation. By this means gains the feasibility of diversification of investment on the cabinets.Directing the relevant diversification strategy of cabinet industry and on the basement of collection and analysis information of cabinet business, the paper proposes the whole process of realizing relevant diversification strategy , engaging in the new cabinet production field, analysis of strategy environment, strategy plan and operation.