The Research On Product Portfolioof BR Company For Ultrasonic Plastic Joining Market In China

Generally speaking, how to maintain a long-term sales growth for a solution-provider style market-leader company with the core competition strength of “Application + Equipment” in a rapid growing market is a popular and meaningful topic.BR Company, one of such “Application + Equipment” style marketleader companies, has also met the difficulty of sales growth in recent years in China market.First of all, this paper will come to a conclusion that the ultrasonic plastic joining industry is a rapid growing and rising-sun industry from the environmental evaluation by PEST method. Secondly, the paper segments the ultrasonic plastic joining needs into 4 segments. Thirdly, applying the product life-cycle theory, the paper will simulate process of the needs and market changes from customers of BR Company and come to a conclusion that there is a so call mid-tier market in China, which is easily neglected by BR Company but very important for the BR Company long-term sales growth. Finally, based on the above analysis, the paper will review the BR Company current product portfolio and competitors' and come up with the proposal of product portfolio improvement to support the long term sales growth. Also, the paper provides the outline of implementation steps of product portfolio improvement.This paper will act as good reference material for the layout of strategy for the long term market growth for “Application + Equipment” style market-leader companies.