| Summary: | 碩士 === 國立雲林科技大學 === 企業管理系 === 107 === The US market survey institution Freedonia Group estimates that global tire sales will reach 3 billion in 2019, amounting to $258 billion. Since global demand for tires grows steadily, the demand of tire machine tool is also increasing. Taiwan is the fifth largest exporter of machine tool in the world. There are also many manufacturers of tire machine tool in Taiwan. However, most of these manufacturers are small and medium-sized enterprises. Therefore, they need to rely on traders to sale tire machine tool abroad. This study aims to explore how Taiwan's tire machine tool traders should use their competitive advantages and core resources to expand tire machine tools’ business and planning future business strategies.
This study will look at the industry environment in which the case company is located by collecting industry data, and obtain company information through interviews with case company. Then, using the Strategy Matrix and Resource-Based Theory to analysis the current business strategy of the case company and its core resources. After research, it found that:
1.In the case of Taiwan's tire machine tool manufacturers, the scale and popularity are not as good as those of international manufacturers. In addition to investing in the research and design of their own specialized machines, having a good trader to sell its machine tool overseas is also the key to Taiwan's tire tool machines to take market share in the international market.
2.As the global tire OEM market is gaining more and more attention, the tire factory’s demand of using designated components and tools related to quality control is increasing.
3.A wide range and good supplier relationships and a large number of product and customer information will provide company P with a sustainable competitive advantage.
4.Although proficient trade ability and flexible fund dispatching ability are less able to bring a sustainable competitive advantage to company P, but company P should still pay attention to ensure that these two resources of the company would not surpass by other competitor.
5.In the tire machine tool trade industry, the time of entry of existing firms has created a high entry barriers for potential competitors.
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