| Summary: | 碩士 === 國立臺灣科技大學 === 管理學院MBA === 104 === The automotive industry is a mature industry with so many well-known brands in competition. In 2009, YULON Motor established a new subsidiary name LUXGEN Motor in order to make a new independent automobile brand. This is very interesting decision to be discussed. The courage to compete with other bigger brands raises a question about LUXGEN’s internal strength and strategy to attract customers. The research focus areas are LUXGEN’s core competencies, the business-level strategy, and the role of core competencies in forming business-level strategy to compete in automotive industry. In order to get the related data, interview with YULON Motor representatives was conducted.
This research shows that LUXGEN has very good core competencies in innovation, integrating Taiwan’s IT companies, and ability to envision the future of car. By exploiting those core competencies LUXGEN is able to form a differentiation strategy by makes a luxurious and intelligent car that act as unique points to differentiate from other competitors and also the weapon to attract customers. This research is proving that core competencies have a vital role in forming business-level strategy that allows them to perform different activities than competitors.
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