Hiroaki Electronic Industrial Company The Potentiometer Plant Products Of The Strategic Shift

State-owned enterprises, especially key state-owned enterpriseshave undergone the Course of much arduous struggle, reform andrenovation in the reforming and opening process. Following the practicaland realistic principle and the policy of emancipating the mind, state-owned HONGMING ELECTRONIC INDUSTRIAL GENERALCORPORATION, by many times of system reforming, gradualy transformfrom a product supplies in planned economic system to an independentbusiness in the market economic system, and its internal mechanismdevelops to wands market step by step.The potentiometer factory is a unit of secondary legal person ofHONGMIN ELECTRONIC INDUSTRIAL GENEML CORPORATION,it engages in production and managing of electronic components (mainlypotentiometers). The enterprise once created a glorious achievement, butin intense market competition, especially during recent five years, due tovaried internal and external factors, the situation of the enterprise is notwell, the loss incurred in this enterprise is very serious, even close tobankruptcy.For any enterprise in market economy, market is battle field, benefitsare objectives. The enterprise must according to market change and itsown conditions, refbrm the product structure to meet the market needs.For this reason, to determine the product strategy and to make a properpolicy are a primary task for managers take into consideration.By analyzing the requirements of diversified products developmentstrategy and specialized products development strategy, this paper authorputs forward a proposal: under present conditions, potentiometers factoryof HONGMING CORPORATION should resolutely select the specializedproducts development strategy, rapidly withdraw from potentiometersbusiness, especially to avoid the situation of the repeated investment andforce dispersion, quickly join the electric bicycle and its spare parts line.Concentrating the resources on a large scale Production, thus can rapidlyoccupying the satisfactory market portion.In respect of electric bicycle and its spare parts, this paper, bywidely consulting the technical literatures, using practical workexperiences in this business, makes a deep analysis and puts forward apradiction about development prospect based on the market needs ofelectric bicycle.Based on this factory's current competencies, this paper designs aseries of marketing strategies for market development, product position,establishment of distribution channels, ways of promotion as well as PRs.These marketing strategies are the results of thorough study of investment,production scale and profit-loss analysis .These strategies are a feasibleplan for this factory to step out of its current difficult situation.