The Case Study Of Product Strategy In Company JC

The iron and steel industry "1025" planning to the structural adjustment, transformationand upgrading as the main direction, the expansion of high performance steel varieties, at thesame time, the development will also strengthen the iron and steel industry chain extensionand coordinated. In the face of such opportunities, as the steel trade enterprises how to seizeand make good use of the historical opportunity, each steel trade enterprises should thinkabout. The evolution of the steel trade enterprises in China steel industry in the process, mustaccording to the market changes in the competitive environment and their own conditions,formulate the appropriate product strategy, so as to consolidate its competitive advantage.In this thesis, steel trade enterprise JC company as the research object, research companyJC adjustment and reason, product strategy and the marketing effect. This study is mainlybased on the quality of the products strategy, product portfolio strategy, product brand strategytheory, using a variety of methods of case analysis, first introduced JC company operatingstatus and product status, pointed out that from three aspects, the original product status hasbeen unable to meet the development goals of high growth of JC company. Process becomebigger and stronger in the JC, the original product situation becomes cannot withstand asingle blow in the face of strong competitors, can not meet the needs of customer demand, thenational industrial upgrading, the adjustment of product strategy is inevitable. Then describeJC adjustment and measures of product strategy and marketing effect. In cases based on,carries on the detailed analysis of the case, the relevant product strategy theory to analyze JCcompany adjustment and implementation of product strategy. Company JC is dominant in thesales network and terminal, take the meager profit era, product upgrading, to and from theneeds of customers, improve the quality of the products from the five levels of product,expanding the product portfolio, multi brand strategy, the maximum to meet customer needs,thereby creating the more the value of products, improve the economic efficiency ofenterprises, increase the market share of the products, maximize the interests of brandswitching. Finally, based on the case analysis to sum up the case inspiration, expect the otherto steel trade industry enterprises to provide reference to formulate product strategy.