| Summary: | 碩士 === 國立臺灣科技大學 === 管理研究所 === 94 === The purpose of this study is to analyze the competitive strategy of a company with import business of heating equipment in hot-water swimming pool. SWOT analysis, product differentiation, and the key successful factors of a given industrial firm in terms of corporate strategy over the past years were studied. A case study method is applied as a research methodology for this study. The company has been dominate in market share, pricing decision, and has owned better position of connections with public sectors over the years to earn excess profit. However, the whole market position is now changed within a few years and the new challenge to the company is unavoidable.
The major summary and conclusions are as follows:
(1) The effective product differentiation strategy makes the company create market segments, however, with more variety of products imported also make the pressure of inventory pile-up and lower the bargaining power against the foreign imports.
(2) With the increasing trends of people go to swim and the consciousness of environmental concern, the demand for the hot water heating equipment becomes a great opportunity for this company to grow.
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