| Summary: | 碩士 === 國立臺北科技大學 === 創新設計研究所 === 99 === This case study aims to explore the development of product design strategies in a small enterprise. The case is a 20-year-old small enterprise, mainly produces office chairs and wholesales to furniture companies. For the sake of long-lasting running, it needs to develop future strategic planning.
Analyzing external environment of office furniture industry by means of Michael E. Porter’s Five Force Analysis Framework first, it is idantified that there is very intense competition in the field of office furniture. The bargaining power of each vendor is almost the same. Sometimes the quantity of office furniture is very large, the final customers will take this as bargaining conditions. However, most customers once adopt a unique product from an office furniture supplier; for the sake of the overall consistency of the enterprise, will purchase the same product continuously, and then office furniture supplier is able to maintain a basic profit.
Then, analyzing the case by means of SWOT, discovered that the company need to develop mid and high end conference table and chief desk, develop new products continuously, encourage customers to purchase continuously, and cultivate customers’ loyalty.
The more successful product design strategies of the case over the years were special parts procurement, share modules, design and development the necessary mould. In the case applied the product strategy of “me too” in early period, applied diversification product design strategy in the growing period, and applied differentiation product design strategy in the stable period; then, applied horizontal integration strategy to develop mid and high end conference table and chief desk products. The successful products design strategy of the case in the past years is to purchase special parts, share the modularization, design and develop necessary moulds. Continuously develop new products is helpful to sales, and more helpful to enterprise itself. Strategy is a way of win and continuous efforts to maintain stable growth of the company, and not to enter the recession.
|
|---|
