The Analysis of Competitive Advantage and Marketing Strategy Formation for Digital Video Surveillance System-A Case Study on Company G

• Main Authors: Yao-An Yang, 楊堯安
• Other Authors: Jyh-Horng Lin
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/72776814179008933669

碩士 === 淡江大學 === 國際貿易學系國際企業學碩士在職專班 === 97 === This study focuses on how the companies of surveillance industry develop competitive strategy when adapting to the changing environment based on the industry''s current status quo. The study aims to find out the important factors that form the competitive strategy of the example case through the strategic management framework proposed by Dr. Lin and Pao (2004) as study foundation, and the assessment of the company''s internal environment, industrial and macro environment. It also adopts the 7S model, 5F model as well as PESTEL three dimensions as the analysis framework. The study utilizes exploratory case study method using domestic and foreign literatures as well as primary and secondary data. The findings are summarized below: 1.Small quantity with diversified product mix, customized production and well-organized supply chains along with cluster industry structure makes Taiwan’s surveillance industry the third largest supplier in the world. Among the surveillance products, the video surveillance products share the highest production proportion of the industry. With the advanced video compression technology and the popularity of broadband network, the future trend of video surveillance industry will move towards digitalization, Internet based, wireless and system integration. As a result, the development of digital surveillance products will be dominated by the development of software, especially focusing on the software that is with intellectual images analysis capability. 2.The new demand of customers and technical innovation facilitated the rapid growth of the digital video surveillance market. The important competitive advantages will come from intellectual capital (intangible assets), such as research and development, key technology, intellectual property rights as well as culture of innovation. 3.According to G company''s mission statement, and the analysis of the internal and external environment, this study summarized "Intellectualization" as the competitive strategy for company G. Its marketing segmentation is suggested to develop "PC-Based and Internet application software". As for the target market, it is advised to target the customers of "High-intermediate-leveled computer users and system integrators". To accomplish company G''s mission "Become the global innovation leader in digital video surveillance software", it''s market position is suggested to adopt "Value innovation, Superior Service".