Operation Strategy Analysis of the Cosmetic OEM Industry Using SWOT: A Case Study of T Company

• Main Authors: Shih-Li Kung, 龔詩禮
• Other Authors: Chien-hsing Wu
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/96mh89

碩士 === 國立高雄大學 === 高階經營管理碩士在職專班(EMBA) === 97 === With the development of innovative biochemical technology, the Taiwan government has initiated a plan to widely encourage creative and localized product development. To date, the lack of brand development for Taiwan’s cosmetic industry highly weakens the marketing ability, and in consequence lowers the global competitiveness. In general, the style of Taiwan’s cosmetic industry is mostly either OEM or ODM, or both. Most firms are medium to small-sized, and therefore do not have sufficient investment budget in product innovation. To explore the ongoing operation strategy, this thesis conducts a case study for T company by using SWOT analysis technique. Research results indicate that: (1) in the facet of strength, T company has quite a low employee turnover rate, health financial structure, a segmented product strategy, and a competitive technology used. (2) in the facet of weakness, the T company lacks of international trade specialists, has low ability to deal with risk, and lacks of marketing specialists and innovative ingredients of product. (3) in the facet of opportunity, the T company has much chance under the trend of dynamic combinations for product and advanced biochemical technology introduced. (4) in the facet of threat, the T company is facing with the competitiveness from mainland China. The uncertainty of supply chain dynamic also raises a threat for T company. Discussion and implications are also addressed.