Research On The Product Portfolio Strategy Of Mingya Aquatic Equipment Company

The product portfolio strategy is the vital pivotal in the marketing strategy and is extremely critical to its net future value and sustainable growth of all companies,while all strategies should be sensitive to the continuous change of exterior elements like the fluctuation in economic cycle,marketing and technological growth,the aquatic equipment manufacturers should take the necessary steps to constantly optimize its product portfolio that energize the growth of the company.This thesis focuses on investigating and optimizing the existing product portfolio of Mingya aquatic equipment CO.Ltd from the following four perspectives.Firstly,research the key factors from the macro and industrial perspectives in the target markets that may have the potential impacts on the growth of the aquatic equipment manufacturers,briefly quantitative prediction of the marketing tread and its influential factors.Secondly,the research tools like regression analysis,breakeven analysis and PLM analysis were positively utilized for the problem analysis of the existing product portfolio after the brief company introduction.Thirdly,improve the existing product portfolio strategy including the product extension,product maintenance,product shrinkage and new product development based on the results from the extensive and systematical research via the management tools like Boston Matrix,factor analysis and ARIMA,especially improve the life cycle management for the new generation and undeveloped products in hope of creating more business opportunities in the forcastable future market.Finnally,some guarantee measures involve quality management,capacity adjustment and improvement of aftersales service are established to clear barriers in the path to the actual implement of the new product portfolio.