| Summary: | 碩士 === 輔仁大學 === 科技管理學程碩士在職專班 === 102 === Taiwan smartphones development process as well as others electronic products ere first started from original equipment manufacturer (OEM) and original design manufacturer (ODM) such as Warburg、Arima、and Foxconn. The company of this case has also used this as its primary operation mode, however, competitors in Taiwan and overseas OEM firms in China, Southern Asia and Southeast Asia have been using price competition and cost control against their clients, making Taiwanese manufacturers’ Gross Profit Margin decline year by year, this forced the enterprises to reconsider their ways of managing strategies.
According to the existing competitive situation among foreign (including China) smartphone big brands, due to industry environment, markets, techniques and the fast-changing for demand, it is inevitable for enterprises to simultaneously response against the current market so as to survive. The creation of reputable brand value must reply on marketing plan, research, manufacture, advertising, accesses, logistics, and after-sales service of the product; therefore, many domestic firms have been gradually transferring to self-brand managing mode. In this way, enterprisers are no longer allowed to run their companies as OEM and ODM period. Instead, they ought to come up with some OBM managing strategies so that they could successfully restructure.
This case study is mainly focus on the transformation of h company’s operating mode from OEM to OBM and its developing overview, brand marketing, managing mode, and the process of inputting smartphone market after that. Using this to analyze the competitive advantage in smartphone market, and then provide available business strategies according to the case company’s industry status, managing strategy and market share, helping case company to draft decision making on the most needed timing.
Smartphone integrates communication with PDA personal digital computing system, and became Smart Handheld Device, giving a new life to mobile phones that used to have only voice and text messaging function, so it brings enormous business opportunities for communications industry. With the coming of 3G broadband era, various kinds of smartphone software and hardware have also multiplied, offering users with more services. Meanwhile, combination between soft, hardware and platforms of operations and communications became the most important issue to smartphone manufacturers.
Because of the promising prospect of smartphones development, each manufacturer actively invests in it, causing competition to become more intense; moreover, smartphone devices rapidly change, no doubt that the R&D policy and marketing strategy will be the key to success; consequently, do prudent analysis before drafting any strategies. Furthermore, this case study will introduce strategic management, Porter Five Forces Analysis and SWOT Analysis into h company’s actions on the market, and by analyzing its strengths and weakness, hopefully offer it a crystal clear way to grasp the future trends of smartphones.
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