Research On Company 's Differentiation Strategy

From point o f view o f company A, a new industry o f the cementicious self-levelling mortar is studied, and through differentiation o f product, service, marketing, organizational ability and company image such aspects the value innovation will be made accordingly, and the performance o f company A will be upgraded, and the leadership o f company A in self-levelling mortar industry will be built up, and the market development o f other moitars fields besides self-levelling mortar will be supported, and then such performance will help company A to further enlarge the business volume and increase profit growth, and finally to maximize the benefit o f the shareholders o f company A. At the same time, the reference effect o f company A can indirectly contribute to influence calcium aluminate cement industry to change the train o f thought and development o f market, and then to take the sustainable way on business development.Through the market investigation method, for the cementicious self-leveling industry the main players are investigated, at the same time the information and data o f the State Statistical Bureau, industry associations, the construction sector o f the relative government is collected. Through the PEST analysis method, Michael Porter’s five forces model and SWOT analysis method the external environment and internal environment o f company A are analyzed, and based on such analysis, the market demands are determined accordingly.Through the market investigation and analysis, for the segmentations o f the domestic cementicious self-levelling mortar industry with largest volume is for PVC floor, and the most profitable segmentation is for the industrial / overlayment floor, and the best potential segmentation is for residential floor. Based on the collected market demads through the market investigation, for the PVC floor, company A will upgrade the equipment o f plants to produce a new calcium aluminate cement; for the industrial/overlayment floor, company A will introduce the existing mature product which is sold already abroad. Based on these two products and the potential residential segmentation development, the specific content and target o f company A on differentiation strategy are formulated.In order to guarantee the implementation o f the differentiation strategy, the paper also sets up the corresponding implementation actions. In the strict implementation o f the strategy process, the proper improvement o f the strategy is certainly needed according to environmental change, plus the hard work o f company A, and the strategic targets made in this paper can be realized.