Pryakhina K.
Kremenchuk
state polytechnic university of Mykhailo Ostrogradskiy
Forming product strategy of machine-building enterprise is in the
conditions going into foreign market
Efficiency of
international economic relations enterprises is determined the choice strategy
and tactic of external economic menedgment and marketing.
The
conduct of organization at the oversea market is to a great extent determined
its internal possibilities and prospects of development at the attained level
of strategic management. In that time strategy foreign economic activity is one
of important constituents of strategic plan enterprise and system of strategic
management.
One of
leading machine-building enterprises of Kremenchuk city is JSC «Kredmash», that is why
expedient to probe his brief-case of suggestions on the different stages of
development by strategy of matrix BKG.
Matrix
BKG is a matrix (market growth-share), developed a leading consulting company
Boston Consulting Group. By information expect weight of products and build a
model matrix of product brief-case, which are resulted in a table 1.
Table 1
Description brief-case of suggestions JSC «Kredmash»
|
Name of products |
Volume of realization for years, uah. |
Specific gravity of market segment 2007y,% |
||||
|
Asphalt and ground-batching settings |
2 004y. |
2 005 y. |
2 006 y. |
2 007 y. |
Enterprise |
Competitor |
|
DS- 185 |
6000000 |
14400000 |
15600000 |
22800000 |
10 |
6 |
|
DS -1853 |
7200000 |
8400000 |
12000000 |
16800000 |
11 |
9 |
|
DS -18561 |
- |
2400000 |
4800000 |
7200000 |
4 |
5 |
|
DS -18563 |
1200000 |
2400000 |
6000000 |
7200000 |
4 |
2 |
|
DS -18567 |
- |
2400000 |
7200000 |
3600000 |
1 |
6 |
|
DS -168 |
3600000 |
6000000 |
1080000 |
18000000 |
8 |
5 |
|
DS -1683 |
- |
2400000 |
1000000 |
4800000 |
2 |
1 |
|
DS -1686 |
2400000 |
1000000 |
1000000 |
1000000 |
16 |
10 |
|
DS -16863 |
1000000 |
2400000 |
1000000 |
1000000 |
5 |
3 |
Expect specific
gravity in the percents of every type of products in the general volume of
realization enterprise. Information on determination weight of products in a
general volume is resulted in a table 2.
Table 2 Determinations weight of products in a general volume
|
Indexes |
DS -185 |
DS -1853 |
DS -18561 |
DS -18563 |
DS -18567 |
DS -168 |
DS -1683 |
DS -1686 |
DS -16863 |
|
|
Relative weight of market |
1,67 |
1,22 |
0,80 |
2,00 |
0,17 |
1,60 |
2,00 |
1,60 |
1,67 |
|
|
Rates
growth of market |
1,46 |
1,40 |
1,50 |
1,20 |
0,50 |
16,67 |
4,80 |
1,00 |
1,00 |
|
|
Weight of
products is in the general volume of enterprise’s realization, % |
27,67 |
20,39 |
8,74 |
8,74 |
4,37 |
21,84 |
5,83 |
1,21 |
1,21 |
|
Thus building
a matrix (picture1) on the expected indexes of table 2 it is possible to do
next conclusions which are resulted in a table 3.
Picture 1 Matrix model of
product brief-case JSC «Kredmash»
Table 3 Analyses
strategic directions of development enterprise
|
Name of sector |
Name of products |
Strategic
directions of development |
|
«Milch cows» and «Stars» |
DS-1686 DS -18563 DS -185 |
Crossing these sectors means
cost-effective activity of enterprise as business in this square from
relatively by the greater controlled part of market and at leading positions
in industry provides an attractive enough income, but
as a result weak growth of industry on the whole there is not a necessity to
reinvest a capital for support of position wares at the market. Many today's
«milch cows» yesterday were «stars».That’s why to the enterprise advantageously, that the
above-mentioned nomenclatures of products transformed for «milch cows», as
for their account will be carried out payments of dividends financing of new
commodities: young «stars» and «wild cats» with the purpose of their
transformation at «stars». |
|
«Stars» |
DS -1853 DS -168 DS -1683 |
The main products were concentrated in
the sector of «Star», it means that most models and modifications of the
asphalt settings have demand. It is the best
position for business. But «stars» require large investments for support of
products increase of production capacities. But they also can generate the
own internal streams of investments as a result of advantages of low charges
at the large scales of production |
|
«Dogs» |
DS -18567 |
«Dogs» is product of enterprise, which
brings in the least return and most expenses, the least attractive sector as
a result of not front-rank positions at the market and small incomes as
compared to leaders, which use advantages of scale production. That's why
this products as a rule, candidates to liquidation. |
|
«Wild cats» |
DS -18561 |
It is a sector of matrix, which brings
little returns, but can transform on «stars» additional capital investments. Growth of market does these wares
attractive. But them relative part at
the market is low and a question appears, whether it will be succeeded to realize
a high income. A firm must decide whether
it follows it to invest a capital in this square. There are the two best possibilities of actions
in this situation: aggressive strategy of growth; «undressing», if charges on
strengthening of positions at the market at aggressive strategy of growth
will outweigh potential benefits and financial risk. |
Thus, probing the brief-case of
suggestions JSC «Kredmash»
came to the conclusions which can improve consumer properties of products; are
created new modifications; developed commodities of new models, completer to
satisfy queries users.