Research On ODM Products Portfolio Optimization Of CV Power Tool Limited Company

Product is the lifeblood of an enterprise, product portfolio strategy is related to the survival and development of enterprise, and it is particularly important for CV company which is typical power tool manufacturer in manufacturing industry. The CV company is a leader in domestic power tools manufacturers. ODM business is the main way they operate, and OEM and OBM are operating modes in key transition coexist. How to optimize the ODM product line and enhance the competitiveness of company are the key to enhance the OBM business, also is the only way to achieve the ultimate goal of development.In this thesis, ODM products from CV company is the research object, GE matrix analysis is the framework, CVP method is the analysis tool, and 4P theory is the dimension of analysis, to study CV company ODM products portfolio strategy. In this thesis, literature and case analysis are the research method. First and formost, study the study of product portfolio strategy from domestic and abroad scholar, and study status and application of tools for analysis, and summarizes the characteristics of ODM business model. Secondly, analyse the characteristics, existing problems and its causation of the object of study. Then, construct GE Matrix for research object, combining GE Matrix, CVP method and product portfolio strategy theory, determine researching method, and come to a result of complete analysis model. Again, use analytical model to study specific research, considering the characteristics of the study object, aim at the questionable products, combined with CVP and product portfolio strategy theory to analyst causation and formulate feasible optimizating solution for each questionable product. Finally, make conclusions of products mix optimization decision for DC and AC categories of products, which includs preservation, renewal, eliminating and cost improvement for each product, and gives the direction of development for new products, in order to solve the issues CV company is facing problems, and provide a reference for other power tool enterprises in product portfolio strategy.