Analysis of Competitive Strategy in Taiwan’s Mobile Phone Distribution Firm – The Case of Senao International

• Main Authors: Liao yong fung, 廖榮繁
• Other Authors: Dr. Ming Huang Lee
• Format: Others
• Language: en_US
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/19387214523665838623

碩士 === 東海大學 === 國際貿易學系 === 98 === Since the introduction of mobile phones and the rapid improvement in technology, mobile phones have become quite convenient for people in their daily lives. It has been a revelation since combining different technology like camera, mp3 and GPS. This has led to the market for mobile phone distribution look very attractive with huge profit potential. This study focuses on the mobile distribution market segment and uses case study to analyze the competitive forces in the market and the competitive strategy of one of the market’s leader with market share of above 50%. Analysis of the market shows that the forces that drive the intensity of the competition are the buying power of the buyers and the intense competition between the rivals and the case company focuses on product differentiation in narrow market as an approach to competitive advantage since cost leadership strategy in the market is hard to achieve. With the strength in distribution channel, product differentiation strategy will be of more advantage for a firm towards its position.