Study On RS Company Product Portfolio

Since China opened the door to world 30 more years ago, there were an increasing number of Multi-National Companies entering China domestic markets. Some of them have made a great success in China, and kept their business growth in higher speed, and also there are some companies whose business did not well and upon the target.Group R acquired RS company to be part of R group in 2006, China air-conditioning industry’s size that RS belong to become large and large and total requirements keep stable increasing year by year, however since RS joined the R group, its motor business has not keep increasing along to the industry trend but keep decreasing year by year, and the profit is under of the expectation a lot. Where is the root cause for those problems?This subject base on RS company actual situation, step by step to figure out the series problems of existing products portfolio through the studying and analysis of market situation and competition of RS company. And provide one to one solutions according to the each root cause analysis, hope which may help RS get out of the difficult position.There are five parts of this article.The first chapter: mainly clarify the analysis sense, methods, thoughts and frame of article.The second chapter: literature review. Mainly review the similar topic that had been analyzed by others and same theory situation as current. And for those relevant theories that run through total articles to review, like product portfolio theory、product life management theory and value proposition theory.The third chapter, draw out and analysis questions. Firstly, analysis the roughly situation of RS company and also with competition; then do some products portfolio analysis base on the Boston Matrix tool. And then analysis for existing products portfolio one by one view point from products life management, then figure out the key problems of its.The fourth chapter, solve the problems. This is the most important parts of this article. Take the questions that were figured out from third chapter, in light with RS actual situation, provide the possible solutions for each.The fifth chapter, summary and do some expectation for those in light points but not mentioned in this article, like sales and marketing strategy, how to dig out products value and set up customer value proposition and set up the strategy of value selling which will be studied in future.