The Strategy of Machine Tool Manufacturers based on the Smile Curve : A Case Study of Grinding Machine Manufacturing Company

• Main Authors: Ya-Ju Chu, 朱雅如
• Other Authors: Yau-Ren Shiau
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/70448003295434489750

碩士 === 逢甲大學 === 經營管理碩士在職專班 === 96 === As a consequence of a highly competitive global business environment, profit margin has experienced gradual and steady decline. To enhance value while staying competitive, enterprises are to progress toward the opposite extreme of the Smile Curve through elevating from their manufacturing to further provide value-added product packages based on R&D, design, brand, and customer service. To date, the machine tool industry in Taiwan as a whole has been primarily focusing on the manufacturing aspect, while R&D and marketing in contrast are often neglected. Thus with excellent manufacturing capabilities as the basis, enterprises are to expand their focus to include R&D and marketing as to improve company value. Therefore, it is an important subject for enterprise to grow successfully under the circumstances of the nowadays market conditions, to adjust the way to run the business, the use of strategies, and building customer relationship and expanding the market. To improve the level of customer satisfaction and respond to customer needs in a timely fashion, business should gradually become service oriented. The service chain, among the various enterprise value chains, is the closest to and directly associated with the market demand, as it focuses on fulfilling customer’s needs through design and manufacture processes. The results of every sub-chain are expanded through the service chain. This thesis focuses on Company S, a designing and manufacturing for grinders, through which in-depth analysis and discussion how the company utilizes service chain, and then propagate the ideas to the manufacturing and design chain. Furthermore, the pros and cons of the company''s various propositions are assessed for helping other companies in evolving. It also gives the related suggestions for the company’s future development in order to improve the effectiveness and benefits of using service chain to bring up manufacturing and design chain. This case study uses SWOT analysis for the machine tool industry and Company S, to understand on the strengths and weaknesses of the company as well as the opportunities and threats in the new competitive environment. The paper also evaluates and discusses some of the company''s significant policies and key success factors in the last three years which lead to success. Cases based on the collaboration of the service, manufacturing, and design chain that lead to value creation through steady production and implementation of computerized manufacturing process control, as well as understanding customer usage needs based on marketing and customer service are described. Finally, a re-evaluation of the industry environment is presented based on some of the potential challenges the Company may face, and constructive solutions are provided in order to benefit enterprises while moving forward.