Research On Product Portfolio Optimization Of Y Company’s Container Derivatives

The global industrial competition pattern is undergoing a major adjustment,and China’s manufacturing industry is facing a severe test of the phenomenon of "two-way squeeze" between developed countries and other developing countries.Structural adjustment has become a key point in building a strong manufacturing country.Product portfolio structural adjustment is also an aspect of structural adjustment to avoid the risks brought by single product to enterprises.Many enterprises produce a variety of products and establish a scientific product portfolio to meet the different needs of the market.The research object of this paper,Company Y,has been committed to the development and operation of container derivatives.The main problem it is currently facing is that the product mix is chaotic,which leads to the inability to focus on the company’s operating resources and poor profitability.The focus of this paper is how to allocate enterprise resources through product portfolio optimization to improve the profitability of company Y under the condition of limited company resources,and to ensure the implementation of the product portfolio optimization plan.Based on the optimal allocation of resources theory,this paper firstly analyzes its macro environment by using the PEST method,and analyzes its competitive environment by using the Porter’s five forces model,and discusses the internal and external environment’s impact on company Y.Second,through the comparison of industry benchmarking companies and data analysis to understand the current status of Y company’s products,and use the method of in-depth interviews with people to diagnose problems and analyze the causes.Through the analysis of internal and external factors,it is found that the main reasons for the unfocused resources and low profitability of Y Company are the lack of planning for product development and the unreasonable ratio of product volume.Finally,in view of these problems of Company Y,the research methods such as GE matrix model and linear programming are used to optimize the product portfolio of Company Y,and safeguard measures are put forward to ensure the effective development and implementation of the program.This article aims to optimize the product mix,rationally allocate enterprise resources,and enhance the company’s profitability through Y Company.Through research,this paper clarifies the core products,emerging products and embryo products of Y company,as well as the development position of the products,and establishes the objective function of maximizing the annual profit,combined with the relevant constraints of Y company,to solve the various products best sales.Based on the results of product portfolio optimization,this paper provides decision-making basis for enterprises to allocate resources,and points out the direction for enterprise managers.Enterprise resources are limited,and limited resources should be used for products that can bring benefits to the enterprise.When an enterprise is in a difficult period of operation,as a manager of the company,while pursuing performance growth,he should pay more attention to the profit of the product,and the product portfolio of the enterprise is developing dynamically,which requires the manager’s comprehensive layout and long-term consideration,should be adjusted according to the market attractiveness of the product,the competitiveness of the enterprise and other factors.