| Summary: | 碩士 === 淡江大學 === 商管學院高階主管管理碩士學程 === 91 === This study is a case study of turnaround strategy, to discuss a Taiwanese traditional PBX manufacturer, the KEY Communications, which suffers from a dramatically change of industrial environment and technology. As the KEY faces the challenge of everlasting operate under such huge change, how to decide when to start to turnaround in order to get a dramatically improvement; and how to be aimed at the risk explosive point to search for an effective and total solution so as to thoroughly improve the enterprise constitution and break through the bottle neck.After researching the relative literature and information collected, to analyze the movement of global economical environment, telecom industry technology and structure. Then, to discuss the survival of the traditional PBX industry, moreover to diagnose and analyze the KEY overall, to distinguish what kind of risk that the KEY sank into and any opportunity to rescue.The success key factors of turnaround are: ‘to replace manager’ (choose the right person), to review and re-define all the business and policy (choose the right product and do the right thing), to gather the resource directed to the strategy, and execution (do the things well and correctly), that is to progress the turnaround management effectively. Under the structured turnaround procedure, according to the diagnosis result of the KEY, to choose the optimized turnaround strategy and provide solution suggestion. First step is to re-position for the KEY in the future industrial network. The second is to adjust business and product developing strategy, which should be directed to the new position. Finally, to frame out the alternatives of organization and ability improvement based on the suggested strategy.Everybody knows most of the same management strategy theories, but there is always something different happened to them. The major differential is innovation, furthermore you should keep sharp and high mobility, to chase for the most beneficial environment.
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