Hainan Sky-Blue Ocean Foods Co,.Ltd.Product Mix Strategy Research

The largest freshwater fish,tilapia,as China's exports have able to match the cod meat quality and taste,in addition is due to its ecological farmed fish,is the sustainable development of the fish,internationally acclaimed,exports for ten consecutive years and kept a record sales,and gradually formed a Chinese tilapia breeding and processing industry.But in the past two years,China's tilapia aquaculture and processing industries are gradually into a crisis,a major importer in the world imports to increase,but the size of import growth to slow in the market inventory turnover rate is reduced,export sales of negative growth for the first time in 2014.At the same time,a major importer of tilapia throughout history the most stringent standards in the United States is gradually,the formation of technical barriers to trade.In addition,tilapia aquaculture processing and other countries are also,sales growth gradually.Against China's tilapia industry faces the crisis,this paper has a typical representative of Hainan blue ocean food co.,LTD.,this paper analyses the feature of the enterprise and external environment,the characteristics of the use of advanced three-dimensional analysis method to analyze the existing product portfolio,point out deficiency,and work out the optimal portfolio strategy suitable for the status quo.This article from the demand of the market both at home and abroad and the advantages and disadvantages of the enterprise itself,first of all,made a SWOT analysis for a firm's internal environment,to the enterprise external environment analysis of the five models,so as to understand the characteristics of the enterprise and the demand of the market at present,the second to the enterprise existing portfolio of products were analyzed,and the accurate fixing the problems existing in the product portfolio of enterprise,the three dimensional analysis method is used to set the most suitable for the present situation of enterprise at present the optimal portfolio strategy,help enterprises to get rid of the dilemma.This paper is divided into seven parts,the first part is the introduction,the second part is the theory review,the third part is the enterprise external environment analysis,the fourth part is the enterprise internal environment analysis,the fifth part is the enterprise existing product portfolio analysis,the seventh part is conclusion.