T-soy Fiber To The Introduction Of Strategic Research

Soybean-fiber is a new to the world product, which has a broad market foreground. However, this new product got stuck in its commercialization due to the obstacles of cost, quality, and technology, resulting in sluggish sale and heavy lost. The T Company had an urgent demand to turnaround this disadvantage situation. This thesis conducted a comprehensive analysis on soybean-fiber market, product, sales, obstacles, and marketing objectives. Also, the thesis suggested two strategies for effective commercialization of soybean-fiber—dynamic product-mix strategy, and integration strategy—based on SWOT analysis and TOWS deduction. Some specific suggestions on supporting actions were made as well.In the analysis of dynamic product-mix strategy, quantitative analysis was dominant. To solve the soybean-fiber-launch problems, such as serious idle of production capacity, the heavy lost in the product introduction stage, and the low turnover of capital, a detailed discussion about the best output mix of soybean-fiber and P-fiber was made by applying the principles of marketing management, financial management, product life cycle, and cost-quantity-profit analysis, marginal profit analysis. The dynamic relationship of economies of scale and the economies of scope underlying the dynamic product-mix strategy was thoroughly discussed, supporting by plenty of data in tables and figures, and calculations using formulas.In the analysis of integration strategy, qualitative analysis was mainly applied. To solve problems such as the instability of quality, the technology obstacles in the adoption of soybean-fiber by the lower-reach firms in the industry chain, and the snatch of the market share by substitutes, discussions about how to implement forward integration strategy and horizontal integration strategy were conducted based on the principles of market internality, inseparability of installation, and synergy effect. And the issue of how to use integration strategy to direct market consumption that would result in effective launch of soybean-fiber was also discussed.Finally, nine action programs were suggested, in order to support the dynamic product-mix strategy and the integration strategy.