The Study Of UTSstarcom Company Product Strategy Transition

With the impact of structural changes in the global economy and the aftermath of financial crisis, high tech enterprises are facing more challenge. According to the general product characteristic of these enterprises, such as short life cycle, quickly update and high operational risks, it is very important to explore how to choose the right technical direction and develop the product that is suitable for enterprise development. In order to make them outstanding in the fierce market competition, it will be very helpful to guide high tech enterprises to utilize scientific method to analyze product strategy, so that they could find the right direction and develop suitable product.In this thesis, the high tech enterprise UTStarcom is used as an example. We will study its product strategy at two specific time point. By the way of history data retrospective analysis, we can retrieve some result, and compare it to the relative strategy that was actually employed, so that we can find out the possible reason which led to the enterprise operating performance decline and the deterioration of the financial data. We select two representative time point, and use SWOT and BCG matrix analysis method to analyze the history data, and try to reach the most possibly objective and accurate conclusion.Our final analytical conclusion is in accordance with the enterprise strategy. This means that when it came to the time of constituting important product strategy, the enterprise had utilized the scientific analytic technique, or adopted the strategy analysis that had been through scientific argument. We also make some conjecture about the reason that could resulted in the current serious situation, which is that some fault in the risk decision of key product strategy led to a series of failure in the example enterprise. Our goal is to provide some alarming to similar enterprises, in order to make them realize that strategy constitution and risk decision are equally important to the future enterprises which they are related to.