The Analysis of Judo Strategy in Internet Casual Wear Industry–A Case Study of SOFU

• Main Authors: Yan-Yin Pan, 潘彥吟
• Other Authors: 陳俊忠
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/wc7b7h

碩士 === 國立臺灣大學 === 國際企業學研究所 === 100 === The trend of consuming low-price high-quality products has been popular from the 2008 financial tsunami. With Uniqlo started to entry the international market, Lativ in Taiwan also followed the trend and became popular in the industry. Compared to those brands based on physical channel, the positioning, competitive strategy and the business model design is more important for the internet brands to create speed, flexibility and brand loyalty. Using the in-depth case study to examined SOFU, and combined the research of judo strategy and their limitation. This research had found that the characteristics of the industry were suit for the analysis of judo strategy. In addition, the research took the brand positioning and business model design as the research issue. And found out that for those who are new entrants or small firms in one industry, the judo spirit can make their competitors reluctantly ignore their existence. Even more, the incumbents won’t revenge the small firm since they have no incentive to do it. And then the new entrants could grab the market and survive for the very first time. The findings of the research was based on the view of judo strategy, and given the analysis of competitive positioning and business model in high growth potential and competitive pressure industry. Besides, it also filled out the gap of case study in judo strategy. Furthermore, it’s important for those new entrants or industry incumbents to know how to grab the market and penetrating the industry with limited resources. Given them an idea to formulate the entry strategy and design the business model with the strategic thinking of judo