| Summary: | 碩士 === 國立臺灣大學 === 商學組 === 102 === Electronics test and measurement instrument is an important tool to boost the development of the electronics industry. In the electronics field, the test and measurement instrument is required in the activities such as research and development, quality control, production testing and product maintenance, etc. Electronics test and measurement industry is a mature industry. The growth rate of the industry is not high, but it is a technology-intensive industry and requires a lot of R&;D resources. In this kind of industry environment, if the company wants to maintain its growth rate, what kind of the growth strategy should be taken?
This study used a case study approach to analyze the business development strategy of an own brand instrument company. The key factor of the industry can be found through the five forces analysis model. And, the value chain analysis is used to analyze the company’s resources and capabilities. By comparing the four key factors (product differentiation, customer loyalty, low-cost design and high-end technology products) of the industry and the company’s practices to discuss how the company takes low cost, differentiation and M&;A strategies for their business development strategy.
The results of this study found that the electronics instrument industry is a highly concentrated industry, but also great number of players inside. In recent years, not many new players entered this industry, but mergers between firms within the industry have been heard often. It has a strategic meaning for an own brand instrument company to merge with its suppliers for the upstream vertical integration. They can acquire the product development and manufacture resources to enhance its brand, and construct the organization for future sustainable growth.
This study shows that high-end instrumentation products or special application instruments dominated by direct sales model. Own brand instrument company need to establish direct sales system and develop direct sales personnel to cope with this kind of product sales model. In addition, after the merger, own brand instrument company should also pay attention to the management issues for the synergy.
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