The Analysis of Future Strategy by Core Compentences Development：An Example of S Company

• Main Authors: Chen-Chia Fan, 范振家
• Other Authors: Shang-Pin Lin
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/48002831943933009443

碩士 === 國立雲林科技大學 === 企業管理系碩士班 === 94 === The leading position of Taiwan vegetarian business in the global industry is due to its advanced technology capability in manufacturing high quality vegetarian products. Company S has successfully entered the marketed with innovation and sustained its growth through the years. This study has aimed at exploring the Company S'' growth strategy and core competency in the past few years to derive strategy for future growth with below summaries. 1) In the early stage of technology innovation, Company S relied on its unique technical and product development capability to enter the market and focused on manufacturing vegetarian products to accumulate in the learning curve. 2) In the stage of expansion, new entrants come in. To cope with these changes, Company S established sales department to manage customer service. In the growth strategy aspect, the company consistently penetrated the domestic market to increase the usage at customers, This included tailor-made product, product developed for consumer market, etc. At the same time, the company started developing overseas market with the advantage of leading technology. By helping overseas customers with product development of end consumer product, the company has enhanced its relationship with customers and was able to expand its business further. 3) In the first two stages, Company S was able to accumulate core competencies of accumulated capital, capacity, brand image, customer liaison, PD ability, overseas marketing capabilities, etc. 4) Through SWOT analysis, the feasible growth strategy for Company S in the future seems to lie in both new product development and new market development. Thus new product development strategy needs to be based on both market input and company''s technology capability to come up with news product development ideas. On the other hand, the new market development strategy would focus more on the overseas opportunities. On top of the above, application of vegetarian meat in the "meat" segment also is one potential worth looking into with resources to spend on processed meat application. 5) Along with the shift of value chain moving toward the consumer end, the bargaining power of vegetarian meat manufacturers has decreased. To improve this downward spiral trend, Company needs to upgrade it business operation flow process. This can be done by direct contact with overseas marketing channel and marketers to have better grasp of the key players in the value chain particularly at the consumer product development level. In addition to this, Company S needs to strengthen its marketing and sales capability, end consumer product development ability and the ability in quality assurance.