A Case Study of Growing Process of Alexander Group

• Main Authors: Wei-Rong Wang, 王維蓉
• Other Authors: Shang-Ping Lin
• Format: Others
• Language: zh-TW
• Published: 2004
• Online Access: http://ndltd.ncl.edu.tw/handle/64948071425791597266

碩士 === 國立雲林科技大學 === 企業管理系碩士班 === 92 === ABSTRACT In the growing process of a successful enterprise, there are significant experiences that are worth to be studied. The experiences, such as the competitive strategies, management activities, the ability and the endowments that have been executed, along with, having been obtained in different stages of the enterprise’s life cycle are those that can make the enterprise not only can survive in a competitive industry, but can prosper during the process. Therefore, this study was to find out what competitive strategies, management activities, the ability and the endowments that the enterprise executed and obtained during the growing process that have made the enterprise successful. The study exams the theories of competitive strategy, fit, corporate life cycle, ability and endowment used in the growing process of the case, Alexander Group. The findings of the study are as follows: 1. In the life cycle of the case we have studied, there was only at a short period of time that the case used cost leadership competitive strategy while most of the time, the case used differentiation strategy. 2. From the infancy stage to the adolescence stage, the business owner has always been the key person to the enterprise’s success. 3. The most important abilities and endowments of a enterprise in the fitness club industry are the enterprise’s owner’s ability, endowments and fame, as well as the enterprise’s brand awareness and goodwill. 4. Different competitive strategies have been executed in different life cycle stage. And the reasoning behind the case surviving and prospering through the different stages is that the case has found the right management activities to fit the strategy. In addition, the case has developed certain abilities and endowments which cannot be imitated and cannot be placed. By copying the successful business model it has developed over years, the enterprise was able to expand its business domain. Therefore, it made the competitors its followers and also raised the barrier of the industry. Keywords: corporate lifecycles, gym club industry, competitive strategy, fit theory、competitive strategy, competitive advantage、business growth stage.