SONIX:THE COMPETITIVE ADVANTAGES OF NEW PRODUCTS CREATED BY STRATEGIC POSITIONING

• Main Authors: Chien-Hung Lin, 林建宏
• Other Authors: Nan-Hong Lin
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/14905455991705806212

碩士 === 大同大學 === 事業經營學系(所) === 99 === There is very stiff competition in the integrated circuit (IC) design industry in Taiwan, especially in the field of personal computer applications, as indicated by the proliferation of factories for such products. Sonix is engaged in the design and development of ICs in personal computer images, and has been the leader in the highly competitive market of notebook computers’ built-in camera module, which rarely happens for a company that is considered a latecomer in the industry with less than six years in operation. It is therefore worthy of becoming a reference for success of the other industries. This case discusses the factors that contributed to the success of Sonix in two aspects: First, the strategic positioning of the latecomer in the highly competitive market is presented. Second, competitive advantages created by executing related strategies are discussed. The process and outcomes of strategy formulation are discussed by analyzing life cycles of different products to determine the competitive advantages that made products stand out among the numerous competitors and achieve the ultimate goal of gaining benefits from the business and having sustainable operations. It was found from this research that Sonix can successfully introduce a new product into the market step by step since its establishment. Based on observation, Sonix does an in-depth study of the market, therefore, they knew when the best time is to enter the market and this is during the early stages of product research and development. During the growth stage of the industry, Sonix tries its best to meet the customers’ requirements by focusing on the product functions and carrying out a low cost strategy in order to compete with other low-priced products during the mature period. Lastly, Sonix seeks other aspects of related products where innovation can be introduced during the saturation and recession stage so as to overcome difficulties. By duplicating the same system and applying this to its different products, Sonix achieves tremendous success yearly since its establishment. Moreover, its success story can become an inspiration for other IC design manufacturers in Taiwan. Keyword: Strategic Positioning, Competitive Advantages, Key Successful Factors