| Since 2015,along with the continuous supply side reform in chemical industry and strengthen of environment inspection,many middle or small sized rubber chemical plants were forced to stop production even close plant due to production technology did not meet industry standards or high cost or low competition.While at the same time,large rubber chemical plants upgraded their environment protection equipment under those background,raw materials price increase sharply lead to product price roar accordingly.S company mainly engages in rubber chemicals marketing which are used in tire and rubber products’ all around the world,with the fact that increasing purchasing cost and decreasing profit as well as tight supply,the main issue is to design product strategy,to adjust product structure,to expand product scope,to promote product with strong competition,and to eliminate those with weakness so as to realize stable development.This article starts with current research on product strategy in fine chemical industry.Based on the product strategy content and its analysis method,the article firstly study the external and internal as well as rubber chemical industry environment by using PEST and Five Force Model method,found opportunity and threats that the company is facing;in addition,the article analyst the company’s special conditions as well as its products,find its inside strength and weakness,using BCG Matrix to get the direction for development.On these basis,the article designed low cost strategy,product application new market development strategy,and product structure expansion strategy.The article designed measures to guarantee company further development from market promotion,product supply,quality control,talent cultivation and financial support which could assist the company to realize stable improvement.This article aims to reach useful resolution to guide S company realize its improvement and provide some reference for others who also in rubber chemical trading business. |
