| Summary: | 碩士 === 東海大學 === 管理碩士在職專班 === 99 === The demand of toner cartridge is enhanced more upon the continuous growth in the market of Zerox, Laser printer and Multi-Function printer. In the past, this marketing was grasped by few main original-brand companies with the restrictions by unique specification and Patent. But now, these restrictions are worked around or broken through by toner cartridge manufacturers selling with compatible toner cartridges or so-call generic brand cartridges, which are developed to be a new market.
Foreseeing the competition in this new market, this research is to investigate the operational strategy of S company by analyzing this industrial characteristics and industrial development tendency.
Afterward recommendations are proposed to operators of Taiwan toner cartridge manufacturers. The conclusions of this research are:
Operational strategy for compatible cartridge
1. To set up anti-patent team, recruit talent experts and develop own patent.
2. To diversify products for market, develop and produce the parts of compatible toner cartridges in order to carry out the strategy of vertical integration.
3. To invest in overseas brands of toner cartridges and adopt the own brand in DIY channel as marketing strategy.
4. To achieve the destructive Innovation for Low-end market and compete against worldwide big Brands by lower cost strategy.
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