Product Line bet-style massacre triggered upgrade.doc

 PAGE \* MERGEFORMAT 11 Product Line bet-style massacre triggered upgrade Contemplating changes in the nightmare The last two years, Sampras Washington cold (not his real name a headache: the days of local snakes across the foot of the mountain the more moisture, while he was hungry, back to the site by the Northeast corner of Liaoning, Shenyang, nest status and the increasing sway in the wind! There are indications that the biggest source of the disaster is the product line problems. Washington cold encountered problems upgrading the product line, is a microcosm of many large enterprises, their collective performance is: the impact of high-end, take three steps back two steps. Its body the following symptoms, people who are in business must be very familiar : 1. Product portfolio is weak. Beverage product line from Washington, “Bai result set”, “Little Naigao”, “beans of musicians,” “crisp Sunkist” four lines composed of 25 single items in the market can really valid, only There are 4 retail price of 0.5 yuan / products (more than 80% of total sales, respectively, “Bai fruit set” lines in the “pineapple”, “melon” and “small Naigao” lines in the “small cream pudding, ““ beans of musicians, “lines in the” green bean ice mission. “ Items subject to less effective, the product line is not balanced, the front line of cold in Washington, flank protection is weak. In order to prevent a similar positioning of the low-cost rival products based on their own survival burst (four main products, Washington has been nearly two years In efforts to “cost leadership” strategy set “Follow barriers.” However, this does not prevent the large number of small competitors to more impact prices, continue to imitate, harassment, interspersed and surrounded their flagship product. Less and less profit, the main product is swallowed defeat across the board due to the nightmare will become increasingly clear. Washington continues to retreat, truly realized that this se