| As food and drug safety incidents occurred frequently, consumers and related businesses of food and drug set higher demands on safety and quality. The instruments for the authenticity and quality testing of the food and drug surge in demand. Xiangtan Instrument Manufacturing Co., Ltd. is a national high-tech enterprise, which has integrated science with industry and trade. Since 14 years of development, it has begun to take shape and trying to open markets for new profit growth point. Nonlinear chemical fingerprint intelligent analyzer is a kind of new product of the company, which is a new technology and can be widely used on organic matter such as food, medicine about safety and quality management, production process quality control, product identification and quality evaluation. If this product popularize to market successfully, it will bring development opportunities to the company and benefit the public.This paper analyzes the current and the future situation of the industry on nonlinear chemical fingerprint intelligent analyzer market and the competition tendency by using the scientific ways such as Porter Theory. Dismember the ultimate consumer market of the product have done on the basis, the mainly target market of nonlinear chemical fingerprint intelligent analyzer is:medium-sized food and drug production and circulation enterprises. Through the analysis of characteristics, cost, market demand conditions, we make a complete five-year financial planning which include investment and financing, profit and loss, cash flow of the new products. Then, we analyze the risks that may exist in the project, calculate the economic and social benefits of the project and conclude that the project will not only be economically viable, but also produce good social impact. At last we discuss related safeguards in the marketing process of the product:by improving the marketing and management systems, human resources management system, financial management systems, production management systems. |
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