Discussing the Business Strategy of Product Innovation： A Case Study of H Company

• Main Author: 楊漢勇
• Other Authors: 陳光谷
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/05737934560190224731

碩士 === 國立彰化師範大學 === 會計學系企業高階管理 === 100 === PU Industry is part of the plastic industries. PU industries in Taiwan emphasize on research, development and innovations, and are categorized in technology-intensive industries. Since there is a wild range of products, short delivery, market segmentation, both upstream and downstream industries are in a close relationship. This article is to analyze the current status of the PU market and Case H company in five force analysis and SWOT analysis. Thus, it is to understand the potential advantages and disadvantages of the enterprise itself and how to face with new competitors in such a competitive environment, understanding the threat and opportunity. It is also to conduct product innovation oriented case analysis. Due to the up-growing of PU industries, we find that Case H company facing with new entrants is a ‘strong force’, the molding technology of Case H making the competitiveness of the existing manufacturers is a ‘mid-weak force’, buyers’ bargain power is a ‘mid-strong force’, due to importing raw materials, suppliers’ bargain power is a ‘mid-strong force’, since fewer domestic competitors, the future threat from substitutes is a ‘weak force.’ For Case H company, it strengthens its advantages by maintaining and improving the supply chain, enforcing the coordination with its other companies to maintain a stable relationship, product innovations, keeping up with the trends, production line control, fast delivery, continuing to develop patented products. The competitiveness is based on product innovation-oriented strategy. The conclusion of this paper is a reference for the PU manufacturers and manufacturing business.