Research On Product Development Strategy Of Harbin Measuring&Cutting Tool Group Co.Ltd

Nowadays, from the market of measuring&cutting tool in China, we can know that measuring&cutting tool as the consumable is in a short life cycle with a rapid frequency of update, and generally the technique of measuring&cutting tool is in a weak position. There is a larger demand in the overseas market, but measuring&cutting tool made in China can not completely satisfy the requirement of industry, as the disqualified measuring&cutting tool usually leads the occurrence of destroying the industrial product, eventually there is a large storage of measuring&cutting tool with lack sale. Every manufacturer of measuring&cutting tool can not make the diversified product, and many products appear oversupply situation. Some small manufacturers of measuring&cutting tool have affected the market with the unfair competition. Harbin Measuring & Cutting Tool Group Co. Ltd(hereinafter called �HMCT Group�) is in a bad situation, such as the declining sales, the increasing storage of product and the non- withdrawing money. The real reason is that HMCT Group has no diversified products, and there is no completed and effective strategy of developing products. Compared with the developed countries, the technique is still un-advanced.This article is based on the theory of strategy management with the application of the literature method, the comparison analysis method and SWOT analysis method. Meantime, this article focuses on the present situation of market to analysis the HMCT Group's situation of developing product and its strategy, in order to find what the problem of HMCT Group is. Via the analysis of the internal and external environment and the above mentioned methods, the advantages and disadvantages of HMCT Group are found, and the importance of selecting strategy is realized. The new and suitable strategy of developing product is also made for HMCT Group. Eventually, the support measures is raised to ensure that the strategy for developing the product will be effectively executed.The conclusion can be drawn from this article that Harbin Measuring & Cutting Tool Group should enhance the upgrade of product, increase the additional value of product, optimize the internal resources, exploit the kernel product, improve the level of operation and management, design the suitable organization structure for internal and external environment to improve the core competitiveness. This article is expected to be referenced by Harbin Measuring & Cutting Tool Group to make the new product strategy and to provide the introductive suggestion for keeping the company in the positive position of market.