Research On Pickup Products Strategy Of Foton Company Limited

Product strategy is the overall planning of the products that an enterprise produces and manages.It is the most fundamental and important element in the enterprise marketing mix,which decides the deployment and management of other elements.As a sub-segment of the auto market,pick-ups grew and prospered in the USA and were then spread to the rest of the world.In 2016,there were 21 pick-up OEMs in China and the market has developed rapidly.But consumer demands are changing along with the time.In order to adapt to the new competition environment,better meet the changing needs of consumers,OEMs need to adjust the product strategy and promote the effective implementation to avoid the waste of resources and the uncompetitiveness of their products in the future.This article uses the theory of product strategy research and methods of elements analysis,based on the theoretic research and analysis of FOTON pick-up platform,product portfolio,market requirements and consumer needs to make an overall analysis.In terms of FOTON pick-up resources and capabilities,the support and basic activites to value chain has been analyzed,including R&D resources\ profitability\ QC etc.Problems that Foton is confronted with has been explored in this article.Competitiveness analysis is made from the perspective of macro economy including policies,regulations,economy,society and technology.Besides,there is the analyis of life-circle,market structure,consumer needs,competitor analysis,new comers,bargaining power of consumers&suppliers,so as to have an analysis of the support of FOTON resources and capabilities to the product value chain.From the analysis above,we have identified the capabilities of new energy products,smart vehilces& interconnection,advanced rroduct platforms,mature QC management of Foton as well as the lack of technology highlights and the in-proper product portfolio for TOURLAND.At the part of FOTON Product Strategy Optimization,“Product Triangle Strategy” is used which includes “Advanced Platform VS Competitors Old Platform,PV style Pick-up(more space)to create heterogeneity,so the Platform Life-Circle Strategy,Product Portfolio Optimization Strategy and the Strategy of New Products have been clearly outlined.To ensure the implementation of product strategy,supporting methods of platform structure,prototype test,production management,quality management and marketing have been given.In the process of research,methods of PEST and BOSTON Matrix and SWOT has been used and some work flows and templates have been given,which aims to provide guidance to the strategy research of FOTON Pick-up and other auto OEMs in their product strategy planning.