Research On Product Mix Strategy Of Packaging Material Testing Company A

With the rapid development of China's society and economy,food and drug safety has attracted more and more attention.The safety,health and reliability of packaging materials are also important.The market demand for packaging testing equipment continues to grow steadily,which is a rare development opportunity for A packaging testing equipment company.But with the development of the industry,the competition is more and more fierce.Customers have higher and higher requirements for product performance,cost performance and applicability.In this context,how does company A break through the bottleneck of development? How to make use of limited resources to make efficient product layout and quickly seize the market opportunities?It is an urgent problem for A company to establish a suitable product mix system by using correct theory.This paper first introduces the theory of product mix.Then it introduces A company's product types,main customer groups,market share,sales growth rate and other status quo.Then it uses Boston matrix method,PEST and SWOT method to analyze a packaging inspection equipment company's products and environment in detail,combined with Porter's five forces model to analyze the market competition.Find out the problems and improvement direction of a company's current product portfolio.On this basis,using the theory of product mix,we make the plans of market segmentation,target market selection,product positioning,product line optimization and new product development according to our own resource advantages.Put forward A company to expand the product portfolio width,optimize the product portfolio depth and other product portfolio strategies.And gives the guarantee methods of strategy implementation,including team building,marketing,information management and other measures.This paper is helpful for A company to solve the current problems,and also has reference significance for other companies in related industries.