Building up Luxury Car Competitive Advantage – A Case Study of M Company

• Main Authors: Yuh-Jye Wuu, 武育傑
• Other Authors: Chui-Yu Chiu
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/nwxgn9

碩士 === 國立臺北科技大學 === 工業工程與管理系EMBA班 === 97 === Looking back to the auto market history in Taiwan, the sales volumn of luxury segment reached 34,000 units to the peak in 1994, and then dropped to 20,000 units per year for the last 10 years in average. It means, the auto industry is a mature market in Taiwan, and accompany with severe competition. How to manage the business to create/ sustain competive advantage under such condition is the challenge that business owners have to face it. The case studied company is the gengral distributor and engaged in luxury car business in Taiwan, as commencing, its performance in sales volumn and product market share grow up step by step. What has been done by M company? How can the company achieve the good performance? The answers would be very valuable for the auto industry and other business owners. During the case study period the writer not only studied on the projects, but also quote the customer survey results from the independent investigation company – JD Power and mapping the questionnaires to the projects implemented by M company to exame the achievements. In the end, SWOT analysis is implemented based on the collected secondary data and the recommendations are proposed for reference. The study aimed to explore the successful factors of M company for the industry and other business owners as a reference and for further study in future.