KL Cooperation’s Environmental Protection Plasticizer Products Development Strategy Research

With environmental protection laws and regulations coming on stage and people’s pursuit of health, environmental protection plasticizer industry has witnessed rapid development along with intense market competition since the21st century. Environmental protection plasticizer is KL’s flagship product. To formulate an effective product strategy which enables the company to dominate the market in new situation is a critical and urgent task. And it is related to the rise and fall the company and of vital importance to enterprise’s survival.This paper is based on product strategy theory and industry life cycle theory. First, analysis is conducted on environmental protection plasticizer industry and the status quo of KL, which raises product developing issues within the company. Then external environment is analyzed from three perspectives:the plasticizer industry general environment, industry circumstance and competitive situation; while internal environment is specified on interior resources and the core competitiveness of KL. At the meantime SWOT is used to illustrate KL’s advantages and disadvantages, opportunities and threats. At last, based on the above analysis, the paper probes into product development strategy of KL and puts forward the overall product development strategy, competition strategy and functional strategy.This paper hopes to provide a useful reference to KL and also on building effective product development strategy within the industry...