Customer Intimacy Disciplined Supply Chain Strategy in Cramics Industry

• Main Authors: Terry S.L. Tsai, 蔡憲龍
• Other Authors: Anthony F. Han, PH.D.
• Format: Others
• Language: zh-TW
• Published: 2004
• Online Access: http://ndltd.ncl.edu.tw/handle/64816085044658920490

碩士 === 國立交通大學 === 管理學院高階主管管理碩士學程 === 92 === This thesis examines the operations of C Company to adopt the most effective supply chain strategy, thus strengthening its competitiveness in the Asian market. Several action plans and operational models are also developed to ensure that the company studied herein can implement them effectively. Based on research of value chain and supply chain of the Asian ceramic industry and C company, as well as the research of the property and SWOT analysis of C company, our results indicate that the C company should apply not only a conventionally adopted supply chain strategy, i.e., attempting to achieve reduction of overhead costs and a quick customer response in the field of inventory control, transportation way, facility decision and information technology, but also the most valuable approach to their customer, e.g., technical service. It means the cased study also should apply the customer intimacy strategy to offer the total solution to their customers. At present, with the advantage of inherent core competence of cased company – excellent technical service team, consistent quality through mass production and location close to the main market, the cased company should enhance or expand their core competence to compete with the main foreign competitors from Spain and the local low-price competitors, owing to the cased company have better advantage on customer relation and location. However, comparing with China（low price） competitors, the cased company can offer better advantage of product leadership and technical service to the customer if the cased company can provide better technical service and threshold price level to the customers. However, good strategy is not enough unless the strategy will be through by executed to the result. Therefore, this thesis also tries to propose the detailed action plan and operation model for the cased company to apply the supply chain strategy of the customer intimacy. At last, owing to the limitation of resources, the strategy execution will suffer some difficulties; some points of personal view and recommendation will be illustrated in this thesis too.