Strategic Marketing Analysis for the Electronic Chemical Business-The Case of D company

• Main Author: 王興嘉
• Other Authors: 邱志聖
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/43832956962893152896

碩士 === 國立政治大學 === 經營管理碩士學程(EMBA) === 103 === The electronic industry is one of the major industries in Taiwan. The chemicals consumption in this industry are huge and most imported from abroad. This could be the right industry or relative new area that the traditional chemical company in Taiwan can transform to. “D” company is a joint venture of “A” optoelectronic company (LCD panel maker) and “E” chemical company. “A” company knows the electronic products and technology trend, while “E” chemical has experience and professional knowhow in specialty chemical domain. “D” company possesses the knowledge of “know-what” and “know-how”, and is a successful chemical company in electronic industry. This study introduced the “4C Framework of Strategic Marketing Analysis” (Chiou 2014) and analyzed the key points that how the “D” company can succeed as a latecomer in the electronic chemical industry. By means of 4C analysis, it is clear to identify that the C2 (cost of information search) in “D” company is much lower than competitors due to belonging to the same group with major customer. By this, “D” company has the platform and advantages to further reduce the cost of utilities, such as technology learning curve and cost structure. By successfully introducing the products to customer one by one and build-up the credibility and reputation step by step, this can reduce the cost of moral hazard. However, the cost of asset specific is difficult to overcome. Sometime it needs to wait for the opportunity and/or the mistakes made by the competitors. With the overcome of cost of asset specific can bring more credit and reputation to further reduce the cost of moral hazard. This case study can be applied as the reference of strategic marketing analysis for transformation of traditional chemical company to electronic chemical company. It is also suitable in the area with high marketing barrier.