A case study of international Bussiness Stratugy—oil seal industry in Taiwan

• Main Authors: Tsai, Chang-Ta, 蔡昌達
• Other Authors: Shih-an Kent Liang
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/48411719903940989108

碩士 === 國立臺北大學 === 企業管理學系碩士在職專班 === 94 === The objective of this study is to look at the necessity for Taiwanese oil seal manufacturers to actively seek “internationalization” in order to keep up with rapidly global competitions . The main topics are as follows : 1. Anaysis on strategies and history of internationalization for Taiwanese oil seal manufacturers. 2. Review goals and core values of internationalization for Tiwanese oil seal manufacturers. 3. The process of internationalization. 4. Develop a mission statement from common strategies deployed during internationalization processes 5. Provide concrete suggestions on future internationalization process thru development of the mission statement. Based on existing publications and actual interviews, the following summaries can be made : The internationalization process of Taiwanese oil seal manufacturers differs from the average internationalization process, which may include stages such as exportation, distributor network setup and establishment of overseas branches. Sometimes, several stages might take place simultaneously, for example while setting up a manufacturing facility in mainland China and at the same time discussing strategic Alliances with European or American distributors. The company’s main concerns are Marketing and customer requirements while the motives for internationalization is based on market potential, with market approach and setup cost as the main and secondary considerations. While market potential defines internationalization strategy, due to the lack of suitable International personnel, companies are usually forced into relying on overseas distributors to enter the market. The following factors will influence whether a company choose to work with districutors, strategic alliances, joint ventures or wholly-own subsidiary : a. Market potential b. Manufacturing capacity c. International experience d. Set up cost e. Existing opportunities with current customer base f. Availability of international personnel Recommendations : 1. As one of the few remaining profitable manufacturing business in Taiwan, oil seal manufacturers should seek to establish their own brand identity while continuing it’s traditional role of contracted manufacturer for well-established brands from the west. 2. Rather than relying on it’s manufacturing expertise, more focus should be directed at improving it’s designing and engineering capabilities. Also, implementation of e-business and the internet are keys to approaching the markets. 3. The potential of the mainland Chinese market can not be ignored and this is the main focus of the current internationalization. Due to the lack of suitable personnels it is more difficult to establish strongholds in the western market. Aside from heavily investing in equipments and technologies, companies must realize that another key to successful internationalization would by suitable personnel.