The Study of Business Growth Strategy: the Case of A Wood Floors Company

• Main Authors: SU,CHENG-YI, 蘇振毅
• Other Authors: Cheng-hsui Chen
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/49mrk6

碩士 === 國立雲林科技大學 === 企業管理系 === 106 === This research is focused on the corporate growth strategy, and utilizes Porter five forces analysis, SWOT analysis, and business model analysis to explore the response strategies for small and medium-sized enterprises in Taiwan, when they face changes in the external environment. This thesis uses a case-study approach to conduct primary data collection, and secondary data as an additional support for the analysis. Key results of this research include the following: 1. To create competitive advantages, it is necessary to integrate purchasing, self-manufacturing and agent sales practices, expand quantities, scale and economy, and reduce procurement cost; 2. Combining cross-domain technology application, helps to develop a product (engineered flooring) that advances in world-class standards; 3. ODM and OBM simultaneous manufacturing strategies should be implemented to increase market share through product segmentation; 4. It is helpful to select the top tier market as a target for the product strategy at the beginning, as while the company’s scale is still small, it is easier to concentrate all the resources to build customer trust, and then expand to larger market tiers with more cost-effective products, after the stability in top-tier is reached; 5. After obtaining the orders of the number one brand for the ODM production, it is easier to also start cooperating with the number two brand, as those orders would be considered as your endorsements; 6. It is better to employ foreign professionals instead of training language abilities of the local specialists, as the company gets advantages of understanding the culture of each particular region during the raw material procurement processes and international sales; 7. R&D shall be focused on making innovative and unique products, build competitive advantages, and entering international markets; 8. Using the sustainable green building materials of the circular economy, create historic added value for the products, establish a good brand image. Upstream supply chain shall be integrated in future, so that the manufacturer can set up factories or acquire existing ones. With vertical integration, raw material supply control can be improved and therefore the overall competitiveness, costs reduced and profitability increased. Establishing economy of scale can be achieved through ODM and OEM production for high-scale products, thus improving productivity of the company and consistency of the quality, to start expanding to the medium-tier market and gaining more private-label manufacturing opportunities to increase revenue. The innovative technologies and advantages of the R&D of the Far-Infrared Energy Flooring can be successfully embedded to the concept of Environmental Medicine, utilizing integrated healthy environment for the long-term treatment and care, thus making the company an international brand of medical building materials.