International marketing strategy and marketing channel – a case study of Taiwan EDM industry

• Main Authors: Chi_Teng Feng, 馮啟騰
• Other Authors: Chin-Lung Lo
• Format: Others
• Language: zh-TW
• Published: 2004
• Online Access: http://ndltd.ncl.edu.tw/handle/86096476769468971457

碩士 === 逢甲大學 === 經營管理碩士在職專班 === 92 === In global machine tools market, machine tools – made in Taiwan are a quite famous brand with high evaluation. In 2002’, The first ten machine tool builders in the world are German, Japan, Italy, China, U.S.A, Taiwan, Swiss, Spain, S. Korea & France. Taiwan machine tool industry is the 6th biggest on the list with production value, 5th biggest in export value & 7th biggest in import value. The market of Taiwan EDM industry is quite limited and most of EDM builders in Taiwan are small & medium size. However, Taiwan EDM industry has been given the name of “ The Kingdom of EDM export “! For EDM export quantity, made in Taiwan EDM are most popular in global mold & die industry. Based on theory of international marketing strategy & marketing channel , this thesis provides a case study on Taiwan EDM Industry which empirically finds the success of Taiwan EDM industry in the global market. The results of this thesis are as follows: 1. Differential strategy & focus strategy are two main business strategy recommended. Low cost strategy leads to fail usually. 2. In global machine tool market, it’s a buyer’s market and buyers dominate the marketing channel decision. 3. In marketing channel selection, development & performance evaluation, Taiwan EDM builders are at weak position. 4. The complete product line is also a key factor for channel while considering suppliers. 5. In international marketing, this risk is higher than domestic marketing.