A study of growth strategy for kitchenware manufacturing industry – A case of C company

• Main Authors: CHEN, PO-YAO, 陳柏耀
• Other Authors: TSAI, JUNG-FA
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/5knxsg

碩士 === 國立臺北科技大學 === 經營管理系廚具產業碩士專班 === 107 === People’s requirements for kitchenware and fixtures have evolved, from concrete and brick counters with basic functions in earlier times to modern gadgets ensuring functionality, convenience, and aesthetics, indicating that people’s expectations progress and change in tandem with trends of the times. Whether a company can achieve sustainable growth depends on the scale of business it defines for itself. When competing in a homogeneous market, a company must offer differentiated products and find potentially niche consumer demands. To this end, the company needs to not only reflect on its own strengths and weaknesses but also assess external opportunities and threats. For a small or medium-sized company, its managers need to have a sophisticated and well-rounded strategy and attitude toward its business operation, so that they can develop a good managerial system, improve operational efficiency, and establish a clear growth strategy for the purpose of future transitions. This study aims to locate growth obstacles for kitchenware manufacturers. We have interviewed senior specialists in the industry for their practical experience, and by way of engaging SWOT analysis and Five Forces Model, we analyze the conditions of each subject company from all aspects of their operation and management. Subsequently, we put forth solutions and appropriate growth strategies as references for the subjects’ future development strategies.