Research On Product Portfolio Optimization Strategy Of Q Company Projector

Since 2016,under the background that the compound annual growth rate of projector market sales volume in China as high as 13.3%,the sales volume and market share of Q company projector products have both declined against the trend.Although the company has increased R&D efforts and launched a number of new products,the competitiveness of most products is low due to inappropriate product mix and vague market positioning of each product line,price reduction is still the preferred marketing strategy.How to optimize the existing product portfolio with scientific methods is urgent.Based on the theory of product portfolio,firstly,this paper studies the opportunities and threats in the projector industry by using PEST analysis method,and finds that there are more development opportunities in the politics,economy and society environment,meanwhile,there are certain market threats in the technology environment,but in general,the opportunities are greater than the threats;secondly,it uses the Five Forces Model to analysis and finds that the strengths of projectors in the industry competition are greater than its weaknesses,projector products still contain good development potential in the long run;then it takes Q company as the object of study and analyzes the problems in the company’s product portfolio from three dimensions by using BCG Matrix;finally,using SWOT analysis table and combining with Product Life Cycle theory,the product portfolio optimization strategy is proposed,that is,increasing the product portfolio width to face the high growth consumer market,reducing the product portfolio length to fit the low growth commercial market,optimizing the product portfolio depth to keep a dynamic balance with market demand changes.The research in this paper will help Q company to adjust the product strategy and optimize product portfolio.At the same time,this paper has a certain reference value on how to optimize the investment structure to achieve sustainable development when other mature enterprises encounter development bottlenecks.