Analyzing and Establishing Development Strategy for Air Conditioning Industry －A Case Study of A Company

• Main Authors: YUAN-BI CHEN, 陳淵碧
• Other Authors: YAO-REN SIAO
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/01486466443911781828

碩士 === 逢甲大學 === 經營管理碩士在職專班 === 99 === In Taiwan, the Air-conditioning Company’s C/R construction skills and technology have reached a matured stage, creating an intense competition and rivalry within the Industry. How should the Air-conditioning Industry strive for survival in such a competitive, fast paced environment to seek for growth and development? It can manage through superior operating strategies and globalization to supplement for its inferior position among other industries, and use this opportunity to create a stronger competitive edge. This research will discuss the current situation of the AC Industry and the problems it is currently facing, its future development aspects and its possible globalization strategies. Due to the insufficient amount of AC Industry research reports in Taiwan; this discussion will be based on a specific case study. This research focuses on the competitive advantages and the development strategies of air conditioning industry in Taiwan, and it explores the environment of the industry by using Company A as the subject of the case study. This research also scrutinizes Company A’s existing competitive disadvantages through industry environment analysis, Michael Porter''s Five Forces Model, and SWOT analysis, and further analyze the internal and external advantages, disadvantages, threats, and opportunities of the company of this case study. The findings and suggestion of this case study are as followed: 1.Human resource strategies: The company’s long-term development blueprints and prospects shall be the key consideration for personnel training. Company A shall cultivate employees to have common interests and values, and making such morale as the company culture and competitive advantages. 2.Production strategies: Company A shall make the abilities of having flexibility and rapidity in construction as its core competitive advantage to fulfill clients’ demands in change of design. Secondly, company A must effectively execute projects in different scales with professional project management, and set out a complete standard for company system and technical skills to maintain high quality production. 3.Marketing strategies: Company A shall predominate the target market by entering the industries of pharmaceuticals, environmental resource reservation, and high techs in advance to establish relative performances and positive mouth of words. In turn, Company A will be able to acquire the opportunities to market itself to the potential clients before its competitors and expands its service depths, developing profitable products with great demands in the future. The customer relationship management is also a crucial strategy. Company A needs to enhance the ability of customer relationship management, turning one-time customer into long-term customers, and ultimately turning long-term customers into lifelong loyal customers.