A Study on Products Positioning and Competitive Advantage for the Multi-divisions Structure’ Company-with USI as a Case Study

• Main Authors: Hui-Hsien Chang, 張慧賢
• Other Authors: none
• Format: Others
• Language: zh-TW
• Published: 2003
• Online Access: http://ndltd.ncl.edu.tw/handle/09015162356254249274

碩士 === 國立雲林科技大學 === 企業管理系碩士班 === 91 === With technology progress, the enterprise need to adjust its strategy in order to fit the changing environment and survived in the market competition.Since the competition among Taiwan’s electronic manufacturing enterprises becomes more and more intense. Most of the enterprises are using the multi-division structure to build up its OEM business and a lot of enterprises had changed their strategy from OEM to ODM to fulfill customer requirement. Even more enterprises had built their OBM style to join the competition. This research uses the role of sociology and the positioning theory as foundation. By using MDS Data Analysis to evaluate the competitive advantages for multi-divisions of case study enterprise so that after the research we can create a systematized analysis model for industry competition. By the way, the product matrix can give a clear picture for the similarity of products with competitors. It is clear to see the direction of making future product stratrgy for each enterprise. The conclusion are as follows: 1. The research can provide referenced meaning for making strategy by using the product similarity and fit with experienced information. 2. The research can be further referenced owing to lack of literature between China and foreign countries. 3. The company which taking multi-divisions structure need to separate the analysis of product position so that can reduce the bias of analysis. 4. The affected items for strategic group are economic scale, innovation, policy, competing price, quality…etc. 5. Because of abundant resources and fund, large company have more competitive advantages than other small ones. 6. The company which has more product divisions does not mean it has higher efficiency and profits. 7. The research uses the OEM/ODM/OBM type to identify brand group, major competitive group, second competitive group, bitting group and niche group. 8. The core competency for case study enterprise are quality, response and innovation.