Analysis of the Business and Growth Strategy in Gaming Computer Industry: The Case of MSI

• Main Authors: Ya-Han Chen, 陳雅函
• Other Authors: 陳忠仁
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/4j9j65

碩士 === 國立臺灣大學 === 商學研究所 === 107 === eSports is the intersection of "traditional sports" and "casual video games". It combines traditional sports with the application of information technology. More and more people and official organizations hold it in high regard. Besides, with the rapid development of the online streaming platform, eSports tournaments can quickly reach players around the world, and gradually become large and international. In recent years, the addition of Virtual Reality (VR), Augmented Reality (AR), and even Mixed Reality (MR) has made eSports has more possibilities. Therefore, higher hardware specifications are required, including motherboards, processors, graphics cards, etc., and this high-margin niche market has caused many manufacturers to enter. As the subject, MSI Technologies mainly produced motherboards and display cards at first. However, with the continuously financial loss, it decided to become the first domestic manufacturer to enter the field of gaming. After a serious of revolutions, MSI has mastered the key factors of the industry, including the degree of differentiation between products, economies of scale and absolute cost, and capital needs. Therefore, it has become the global leader of gaming notebook. However, as more and more competitors are actively operating their own gaming brands, this study believes that for the current leading gaming notebook market, MSI should apply its key capabilities, coupled with R&D innovations to enhance product differentiation and create more distinctive brand features. Being face with the shrinking general graphic cards and motherboards markets, MSI should focus more on the gaming product line, not only to obtain higher gross profit, but also to enhance its brand image of gaming. For MSI, which has other products and services at the same time, in response to future technological development trends, such as 5G, AI, etc., it is also necessary to continue to use these multiple product lines to expand more field applications. Finally, MSI will create an ecosystem that is more integrated with people everyday life. This study applies Porter’s five competitive forces model to analyze gaming computer industry. After summarizing MSI’s resources and capabilities from the case study, we explore the issues of how can MSI apply its competitive advantages to become a permanent leader in each competitive market.