Analysis On Product Strategy Of X Group

With China’s industrialization and infrastructure construction comes to its end,"made in China" featured with extensive management and win by quantity needs to be transformed and updated.Manufacturing industry is becoming more and more important to a nation’s compatibility.In order to keep their competence or a better position in competition,all major powers like Germany,China,Japan,USA,India pay more and more attention to updating of its manufacturing industry.Enterprises play a important role in a nation’s competition strategy while products are the carrier of enterprises’ strategy.Product strategy is the basic of an enterprise strategy management.Enterprise’s vision and purpose rely on its product strategy.Enterprises should change their product strategy accordingly with the change of environments(political,economy,technology and social development)so to keep their competence and then survive.Based on the classic theory like strategy management(integration,diversification,low cost,differentiation etc.)and marketing(like STP,4Ps,product differentiation etc.),this thesis tries to analyze the top company,X-group,in China insulation materials manufacturing industry.Through its product strategy history review,historic company’s environment change and global competitor’s analysis,this thesis points out that X-group is now facing the sandwiching dilemma.That is no price advantage in the developing market while no product advantage in advanced market.By the analysis of customers demand and requirements changes,industry tread,X-group internal recourses,this thesis suggest that X-group should review its product strategy,re-position its product,focus on innovation and quality,and produce differentiated products so to solve the sandwiching dilemma.Take X-group as an example,this thesis tries to provide a case to China’s manufacturing enterprises.That is always to follow the end-users’ requirements changes,update its own product strategy,and focus on to its own product competition.