A Strategic Analysis of Taiwanese Mobile Communications Handset Manufactures in the Markets of China

• Main Authors: Kuei-Shan Yang, 楊桂山
• Other Authors: Joseph Z. Shyu
• Format: Others
• Language: zh-TW
• Published: 2003
• Online Access: http://ndltd.ncl.edu.tw/handle/23132008454476205493

碩士 === 國立交通大學 === 科技管理學程碩士班 === 91 === This thesis reports on a portfolio analysis for the strategic development of the handset for mobile communications industry across the Taiwan Strait, particularly the handset firms operating in the markets of China. The objective of this study is to identify those critical elements contributing to the market competitiveness in China for firms from Taiwan, thus providing the industry with positioning strategy at different market segments. The handset industry is segmented two sectors, namely, the GSM and the CDMA systems. The portfolio model entails a 2-dimensional analysis, in which the strategic grouping and the value chain of the industry are used as, respectively, the vertical and horizontal axes. Results reveal that Taiwan’s industry is positioned at the segment of “Operation excellence” and “Customer intimacy”, and the most favorable strategy for Taiwanese firms is to position as ODM suppliers. China’s industry is positioned at the segment of “Product leadership” and “Operation excellence”. The preferred strategy in China should focus on marketing and design of the handsets. Detailed operating strategies are establishing joint-forces alliance for the development of local brands, developing of indigenous capability in design and integrated SCM, systems product integration, continual investment in the 3G technology, and conditions of expanding capital asset.