The Product Strategies of Litemax Electronics Inc.

• Main Authors: Chia - Chen Chang, 張嘉成
• Other Authors: Shiuh - Nan Hwang
• Format: Others
• Language: zh-TW
• Published: 2004
• Online Access: http://ndltd.ncl.edu.tw/handle/kmwur8

碩士 === 銘傳大學 === 管理學院高階經理碩士學程 === 92 === The Product Strategies of Litemax Electronics Inc. Student：Chia- Cheng Chang Advisor：Dr. Shiuh- Nan Hwang School of Management Ming Chuan University ABSTRACT The main purpose of this thesis is to explore “the product strategies of Litemax Electronics Inc.”, this company adopted “divergent product strategies” to produce high extra-value ultra high brightness back light modules of Liquid Crystal Displays (LCDs). The total sales of Litemax did not achieve the expected profit of the board of directors in past years. Therefore, it is better to release the crisis of operating bottleneck by studying the problems and providing strategies quickly. By researching the references in product strategy、 product life cycle and product decision, research methods have been collected. According to scholar Cooper & Kleinschmidt’s theory to analyze product effects, to judge annual sales achievement of each product from 2001 to 2003 from financial effect aspects. That is using “break-even amount” to examine the effect of product real sales followed by explaining product effect from “contribution margin rate” data. Furthermore, by transfering “effect matrix” into “effect map” to separate product effects into fore groups: Outstanding Effects, Technology Winner, Mediocre Effects and Dogs. Moreover, applying “product decision matrix” to deduce future market trend of LCD TVs and applying “product road map” to show the direction of new product development. For future products, new product suggestions have been provided: developing three high brightness back light modules of LCD TVs. The main contribution of this research is to establish product checkup concept for enterprises and to provide the methods of implementing product effect diagnosis. Also to help Chief Executive Officers (CEOs) make good product strategies to reduce the risk of failure. Keywords：product differentiation strategy, product life cycle, product decision, product performance analysis, break-even analysis