A Research of Competitive Strategic Group of Mobile Phone Industry

• Main Authors: Po-Ting Hu, 胡博婷
• Other Authors: Ghi-Feng Yen
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/57991784535878550877

碩士 === 中原大學 === 企業管理研究所 === 101 === Since 2007, Apple announced and commercialized the iPhone, various manufacturers have engaged in the smart phone market, and competition got more severe in the entire mobile phone industry. In addition to the previous mobile phone manufacturers, other information service providers have entered this industry. They not only brought new opportunities but also affected the PC market. Due to the characteristics of visibility, portability and fragility of the mobile phone, the frequency of replacement is expected to be very high, that stimulates the entire mobile phone industry to be more competitive than ever. In this study, the research object is the mobile phone industry during 2010-2012. Basing on strategic group analysis and SCP model, this research has chosen four strategic variables (Market Share Ratio, Research Density Ratio, Sales Density Ratio, Gross Profit Margin), and Co-Plot analysis was conducted to find structural as well as dynamic relationships of the firms in this industry. In this study, the conduct or behavior of manufacturers were analyzed by market position and competitive strategies, the research findings are as follows: 1. Relation of the strategic variables: Between the fourth quarter of 2011 and first quarter of 2012, the manufacturers began to adopt a different strategy apart from the original activity. New products have significant differences and appearances among each other, this development accessed to consumers and gained profitability. 2. Structure and dynamics of strategic groups This study has observed that in the mobile phone industry, prospectors are usually connected or combined with leaders (Prospect-Leader), analyzers are usually connected with challengers (Analyzer-Challenger), and defenders are usually connected with followers (Defender-Follower). The members in Prospect-Leader, Analyzer-Challenger and Defender-Follower groups, usually maintain their statuses in the center of each strategic group of mobile phone industry, and other groups will be facing integration or separation activities. 3. Strategic development of manufacturers Three types of manufacturers’ strategic development have shown: the swing-around, the stable-changing and the radical-changing type. The further results are as following: 3.1 Prospector: enhancing market position, but may not be able to sustain in the same position. 3.2 Analyzer: more conservative with little change. 3.3 Defender: due to followers’ position, it’s difficult to achieve any breakthrough. Further suggestions in both practice and research of this study are provided for making business decisions as well as in future research.