Research Of Company A’s Product Strategy

Because China’s industrial coating market is growing fast in recent years, more andmore global coating suppliers begin to invest in China market. Meanwhile, local coatingsuppliers develop very fast and share the market with global players. Product becomes oneof the most important weapons of all the players in China. Most global players in China aregood at importing high-end products to China customers who rely on taking internationalprojects. At the same time, local players are promoting low-end products to domesticproject owners or contractors. Global players are lack of product strategy in China, thusthey can hardly increase their market share in China though they have first-classtechnology and products.Group A, which bases in Europe, is a global leader in industrial coating market.Company A is a subsidiary company of Group A in China and is responsible for the salesand manufacturing in China. Company A entered China market in1990s and hasestablished premium brand awareness in China because of its successful businessexpansion in the past20years. However, comparing to its growing business, Company A islack of experience of product management in China. Current product lines consist lots ofimported products and only a few products were developed in China according to localcustomers’requirements.In this thesis, the author find out the problems in Company A’s product lines and solvethose problems by establishing a product strategy which targets to China market.Furthermore the author prepares the execution plan and risk management guidance tobetter support the successful execution of product strategy and reduce risk of failure.Through applying the strategy, Company A could improve the competitiveness of itsproducts. Other global industrial coating players can refer to this thesis to establish theirown product strategy. And arguments and solutions in this thesis can help China coatingindustry to develop more healthy and effective.