The purposes and impacts of a company selling non-core products, and the methods it uses

Abstract

In order to adapt to global economic development and social progress, enterprises must change. In recent years, it can be observed that many enterprises are producing and selling new products or services that across product lines or even across industry. These seemingly dispensable products or services, which may even be completely irrelevant to the core business of the enterprise, are non-core products. The relationship between non-core products and enterprise is worth studying. In this thesis, the author chose a Chinese branch of a global dental clinic, MCC, whose development in non-core products is relatively success, as the research case, discussing and analyzing the relationship between non-core products and an enterprise from four perspectives: “the purpose of selling non-core products”, “how to decision on non-core products”, “how to sell non-core products” and “the impacts non-core products bring”. Firstly, by collecting relevant literature, the author establishes the theoretical part of this paper. There is no existing literature since “non-core product” is a new word. Therefore, through the relationship between non-core products and general products, as well as several real examples, the author associates the literature with non-core products. After that, the first-hand, real and detailed information was collected through interviews with two middle managers from MCC. By discussing the research results, the author gives answers to four research questions. This can provide advice to companies. In addition, the author found that in China, non-core products still have great development prospects. People's awareness of non-core products is insufficient, and most enterprises have not found the importance of non-core products.