Business Strategies of Digital Camera in the Changing Market：A Case Study of R Company

• Main Authors: Tsai Wenyi, 蔡文怡
• Other Authors: Shun-Chiao Chang
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/bhnbqg

碩士 === 國立臺灣科技大學 === 企業管理系 === 106 === Since the digital camera was invented and mass-produced, brand manufacturers continued to innovate their technology and invest in R&D. Global sales reached their peak in 2011. Soon after, however, digital cameras were affected by internal and external competition, such as disruptive innovative products, and market sales declined dramatically. The major Japanese brand companies faced a sales decline in Taiwan and struggled to solve difficulties. Under these serious sales conditions, this research is based on the case of R Company, a digital camera agent in Taiwan. The Five-Force analysis and the SWOT-TOWs model matrix are both used to do the cross-analysis. Based on the analysis results, this research proposes strategies and tactics for R Company to change the difficulties in camera sales. The results show that, besides keeping the loyalty of the existing camera users, R Company needs to utilize the advantages to focus on potential opportunities in the professional market. On the other hand, under the threat of substitution, in addition to improving the current business model, R Company must discard some product lines so as to import new products and develop markets to increase profit in the future.