Research On Chengdu KOBELO Excavator Product Development Strategy

With the world economic integration and rapid development of Chinese economy, the domestic construction machinery industry also witnesses a rapid increase, so does the excavator industry. Under this background, the importance of corporate strategy, esp. the product strategy, is growing for a company. Therefore, how to draw up a clear and effective product development strategy is becoming a key problem for the company.In this paper, the author focuses on Chengdu KOBELCO Construction Machinery (Group) Co., Ltd.(hereinafter called as KOBELCO), and takes thorough analysis towards the markets, orientation, and mechanism of KOBELCO products. Currently, KOBELCO has product problems like, comparatively single structure, low value-added, inaccurate market orientation, poor channel ability and unclear product strategy.Based on the five-force model, PEST model, SWOT model and value chain theories, the author studies both the external and internal environments of KOBELCO excavators, and then gives her proposal on the product value chain extension strategy, competition strategy, branding strategy, pricing strategy, channel strategy, marketing services strategy, portfolio strategy, product develpoment strategy, product promotion strategy, internationalization strategy, etc. And finally, the author emphasizes the importance of such product strategies, and comes up with the exact measures to guarantee the implementation of these product strategies.Through the research and analysis of this paper, it gives feasible suggestions and directions to the development of Chengdu KOBELCO excavator products. And for more, it is also of reference value for the development of domestic excavator industry.