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Research on Competitive Strategy of Kelon Refrigerator

Author: DanDan
Tutor: XiongGuoQiang
School: Xi'an University of Technology
Course: Business Administration
Keywords: Refrigerator Critical Success Factors Competitive Strategy Core competitiveness
CLC: F279.26
Type: Master's thesis
Year: 2005
Downloads: 325
Quote: 0
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Abstract


In the fierce competition in the refrigerator market, Kelon refrigerator products are confronted with a large number of external opportunities and threats. Develop a can make full use of the internal strengths to seize the opportunity and can effectively overcome the disadvantage to avoid the risk of product competitive strategy, has become the most urgent task of the success of Kelon Group refrigerators. In this paper, on the basis of a comprehensive review of strategic management theory, the use of a combination of macro and micro, qualitative and quantitative, and gradually promote methods of analysis, systematic study of the Kelon Group refrigerators, refrigerators designed for Kelon Group seeking a competitive strategy. In this paper, PEST analysis, Porter's five competitive forces model and external factor evaluation (EFE) matrix Kelon refrigerator products in which the macro-environment, competition analysis and evaluation that Kelon refrigerator facing changes in consumption concept, the consumption of the refrigerator to maintain sustained growth opportunities, while also facing the threat of foreign brand competition, refrigerator, product oversupply, derived by evaluating Kelon refrigerator is a large potential market; company research, expert investigation, the use of the theory of critical success factors, analysis of the the refrigerator industry key success factors include: the advantages of scale, brand management capabilities, quality control, price advantage, the quality of the sales network and product development capabilities. Data analysis and Boston Matrix Kelon refrigerator status quo analysis, pointing out Kelon refrigerator in product positioning, market positioning, and competitive strategy problems: the use of value chain theory, the theory of core competitiveness and internal elements evaluation (IFE) matrix the Kelon Group refrigerator in which the internal environment analysis, that Kelon refrigerator has corporate reputation, scale advantages, brand management capacity, the price advantage, product structure and product development innovation six advantages; also facing information technology, service quality, the quality of the sales network, advertising and promotion, advanced equipment and government policy support six disadvantage, Kelon Group refrigerators and derived by evaluating overall in dominant position; build a the Kelon Group refrigerators SWOT analysis model, to explore Kelon refrigerator should be taken of competitive strategy, customer matrix Kelon refrigerator product development direction points

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