Research On Product Strategies Of D Company

Since 1990 s,people's requests for sanitary ware are getting higher and higher as their incomes are increasing and living standards improving.Owing to the application of new technology and craft,great development has occurred in the industry of sanitary ware in these 20 years.In recent years,more and more new domestic sanitary ware companies founded,most of the foreign key sanitary ware players join in the competition.As the US and European economy are not doing so good,and the domestic real estate industry is encounter regulation and control.All the above mentioned situations have led to excess production capacity of sanitary wares.Many sanitary ware companies are facing decline in sales and even the danger of bankruptcy.D company was founded in 1997,in Foshan City.It has grown into a professional company with several sanitary ware production lines from just one bathtub production line.Now products are including massage bathtub,steam and sauna room,shower enclosure,shower panel and bathroom cabinet,almost cover most of the sanitary ware products in the bathroom.With an annual sales volume of RMB 60 million,some of its products are sold domestically;most of its products are exported to many foreign countries.Because of the fierce competition,D company encounters decline in sales and profit.This thesis analyzes the status quo and development,the competition landscape and future competition focuses of sanitary ware industry,the product strategy of the main competitor,the reasons of the falling competitiveness of D company's products.This thesis also finds out problems among different product lines and product mix,tries to figure out a suitable product strategy to the target market according to the customer demands through product innovation,and work out a reasonable product life cycle strategy for D company's products.Moreover,this thesis also mentions the difficulties of carry on the new product strategy and how to resolve it properly in order to guarantee the effectiveness of the new product strategy.Through the application of this research results,D company can improve its product competitiveness and have a better development in the future.Moreover,this thesis of product strategy of D company can provide reference to the same kind of companies in the sanitary ware industry and may let this industry have a better,more efficient development.