Carrier Chiller Product Structure Adjustment Strategy Study

Product mix management is one important aspect of marketing management. With faster changing market trends and competition, companies need to make it a dynamic decision making process and adopt scientific methods to continuously evaluate and adjust their product mix. With the output from this process, companies can allocate resources and make necessary changes within the organizations to support the the adjustment thereafter.This desertation opens with an brief introduction of theory on product mix management and product mix adjustment. Then, it analyzes the macro enviroment of China commercial chiller industry and key buying factors of this market. After this, six types of chiller markets are presented with each own market characteristics, trends, and competition and introduction of Carrier offering in the segment. Chapter 5 presents the analysis results of product mix adjustment strategy using BCG matrix and GE matrix. The disertation closes with the supporting factors to carry out the product mix adjustment strategy. Two points are discussed—change in organizational structure and improvement in product innovation capability.This disertation gets the concept from various literature on product mix management and adjsutment, and adopts several strategic models including PESTEL analysis, BCG matrix and GE matrix. Nominal Group Technique and Likert Scale are also used in the research.With the analysis on Carrier's product mix in China chiller market, it is hoped that the disertation could provide a sample to companies who want to carry out similar analysis on their own product mix.