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.