The business analysis of Taiwan MB makers selling NB concurrently based on DEA

• Main Authors: Chang, Shu-Lee, 張淑麗
• Other Authors: Hwang, Jen-Hung
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/63336241722764851151

碩士 === 國立交通大學 === 管理學院碩士在職專班管理科學組 === 98 === This paper was based on four Tier one MB vendors: ASUS,Gigabyte,MSI and ECS. They have been involved in MB industry over 20 years, having R&D, manufacture and selling NB since 2004, also operating OBM and OEM biz concurrently. The research timeframe was between 2004 and 2009 Q3. Each company’s yearly financial reports are regarded as a DMU.Use CCR and BCC model of DEA to get PE and PTE, deduce SE,acquire the CEM value through Doyle & Green of CEM and sort the CEM value eventually. Fixed assets, total assets and operation expense would be regarded as inputs variables. Operation net profit, EPS, ROA and Operation income would be regarded as output variables. The research was trying to do the peer appraisal for those four companies.The empirical evidence is as below: 1. The maker having big volume inputs and outputs doesn’t mean having better operation performance. 2. The scales of those makers don’t affect their operating performance. 3. The healthy and constructive competition is very paramount for the MB industry. Any price war would jeopardize all the MB vendors’. 4. Those 4 makers can be classified as 3 types based on their product segments, business developments and market positions: ?酠. Both Asus and MSI belongs to this category: Selling NB and AIO with the branding names could be an advantage for MB vendors. They may foresee the biz booming when the overall economy is good and take big risks when the economy turns down. Quick action is a must. ?鈁. MBs’market demands remain steadily. Gigabyte is penetrating into this industry and shall explore different markets or build product segments besides MB business. ?鈊. ECS shall make some efforts on branding rebuilt or vertical integration to avoid the OEM biz has diluted its profits.