Study On Fuel Gas Turbine Product Strategy Of KG Corporation

KG Corporation is a wholly-owned subsidiary of Lanzhou Petroleum & Chemical Corporation. As the representative of manufacturing part for the Five Industries of Lanzhou Petroleum & Chemical Corporation, KG Corporation is competent to provide world leading machinery. For example, fuel gas turbine they provided is in world leading position and they could also produce fuel gas turbine with large power of 33000 kw, which makes it influential in international market.The paper mainly talks about product competition strategy of KG Corporation based on example of production and sales of representative fuel gas turbine. Brief introduction of KG Corporation and their fuel gas turbine products are given in the first place. Then, PEST analyses way, industry life cycle matrix, model of five competition forces and EFE matrix are used to analyze and assess the macroscopic environment of KG fuel gas turbine products, and the results is that threat is in the middle class but have the trend of growing. The ability adapted to outside environment is over the average level, and outside condition is good. Resource conditions analysis, core competitiveness analysis and internal factor evaluation matrix (IFE) are used to analyze internal conditions of KG fuel gas turbine products. It is shown that fuel gas turbine product is quite competitive and takes the leading role in domestic market. From SWOT product analysis and selection strategy, some optional programs are established like market permeation strategy, product development strategy, multi-unit development strategy, market development strategy, product differentiation strategy and contraction defense strategy. In addition, based on QSPM Matrix method, optimum product competition strategy plan is analyzed, including market development strategy and product development strategy. Last but not the least, strategic implementation measures are proposed from perspective of organization innovation, market expansion, technology innovation, production management and human resource efficiency according to actual situation of the company. With the growing fierce competition, the Paper is expected to be helpful for reference on product development and management for KG Corporation.