MKS Semiconductor's Product Portfolio Strategy Study

Diversification of enterprise products is a magic weapon for enterprises to occupy the market and a favorable tool for enterprises to rapidly improve market segments.Reasonable product mix is the key for enterprises to win in the fierce competition in the industry.A variety of products is the advantage of the enterprise resources,but also may be the cost burden of the enterprise.Therefore,according to the actual demand of the market,it is very important to formulate a scientific and reasonable product portfolio strategy,which plays a decisive role in the development of enterprises.When formulating strategy for enterprise decision makers need to carefully consider the company's product portfolio strategy,make the product production target is consistent with the enterprise long-term strategic target,so must be combined with the actual situation of enterprises,to measure their own comprehensive resource conditions,reasonable arrangement of product categories,the combination between the adjustment of the width of the product line and extend the depth of the mouth line production,promote enterprise's core competitiveness of the product mix and market influence,make the enterprise in the fierce market competition environment,health and sustainable development.Reasonable product portfolio strategy is beneficial for enterprises to concentrate resources to research and develop key projects,strengthen the core competitiveness,and realize the maximization of enterprise value.Based on MKS semiconductor company as an example,this paper first expounds the product portfolio of related theory,based on the current situation of the company's product portfolio and the quantitative analysis of the data,combined with product market environment and internal environment factors,summed up the company's product portfolio currently existing problems,and finally from set out actually,using modern analytical tools for MKS semiconductor company's existing problems put forward solutions,including expanding the width of the product mix,to extend the product mix,cut part of the product categories,and presents the measures to ensure product portfolio strategy implementation.The innovation of this paper lies in the deep analysis of MKS semiconductor company's specific product portfolio strategy status quo,and for the current problems of the company put forward the optimization of the program.As a global giant in the supply of key components of semiconductor equipment,MKS has a very representative product portfolio strategy.Therefore,the product portfolio strategy formulated by analyzing the product portfolio of MKS semiconductor company has important reference value for other semiconductor component enterprises.