Research On Product Strategy Of Laboratory Instrument Of M Company

In the first decade of this century,M company has achieved rapid growth in the Chinese market because of its good branding reputation,turkey solution service,completed product line system,professional sales team & channel.The related laws and regulations for the pharmaceutical and food industries have been continuously improved and tightened.Those brought lots of sales opportunities to M company.But China’s economy shows an obvious downward trend in the past 5 years and competitor’s technology and competition improves a lot,all those external uncertainly situation also has impact on M company.M company’s Lab BU business face a very strictly challenge.The company’s performance shows that the slow down in growth,the decline in profit margin,and the increase in customer complaints about the products and services.It can not support the consistently growth in the future by relay on the successful experiences and ways in the past.At the same time,following the global product strategy also can not cope with the rapidly changing needs of the Chinese market.So,it’s necessary to study and dig out more value information from the local market and release the new products,price and promotion strategy which is more cater to the demands to drive the consistently growth in Chinese markets and Enhance the competitive strength of domestic laboratory instruments.This paper make analysis of the external marketing environment and internal situation base on production strategy theory,and provide solution to cope with the risk that M company faced after going deep to analysis its segment,target customer and marketing position,which will also give benefits to China company that in precision instrument &device filed.