A Case study of the International Strategy of a Taiwanese Porcelain Company: Franz Collection Inc.

• Main Author: Barbara Tosi
• Other Authors: Day-Yang Liu
• Format: Others
• Language: en_US
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/92534004635021825078

碩士 === 國立臺灣科技大學 === 管理學院MBA === 102 === The purpose of this study is to analyze the international expansion and business development of Franz Collection Inc., a Taiwanese manufacturer of fine china or porcelain. Franz Collection Inc. is positioned as a luxury porcelain brand targeting high-end international markets. Increasing market size and opportunities are the main reasons for companies to go global but in the case of Franz Collection Inc., its internationalization provided it with greater knowledge and reach that led to an impressing business model development from being a trading and original equipment manufacturing company (OEM) to becoming an own-brand manufacturing company (OBM). A case study is used to analyze the international strategy of Franz Collection Inc. Information in this study comes from interviewing a spokesperson at Franz Collection Inc., and observation during company visits, and collecting secondary data from diverse sources. A five-force model of the industry as well as a SWOT analysis of the company are also provided and used in this study to analyze the competitiveness of the industry and the competitive edge of Franz Collection Inc. The findings of this research allow us to observe the growth of Franz Collection Inc. from the OEM Seagull to the major porcelain brand through its internationalization. The international hybrid strategy that they used is a mix of a Global Strategy and an Integrated Cost and Differentiation Strategy to create and maintain a competitive edge on the markets. This study also allows defining Franz Collection Inc.’s Key Factors for Success as the vision, creativity and risk taking attitude of the CEO, the company’s unique techniques and craftsmanship and their ability to always look further as well as their successful partnerships to diversify the brand and increase its recognition.