The Business Strategy of Post-Transformation from Professional Manufacturing into a Brand - A Case Study of 『B』Co., Ltd.
| Autor: | Yueh-Hsin Su, 蘇月心 |
|---|---|
| Rok vydání: | 2019 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 107 Traditional manufacturers adopt OEM/ODM as their operation mode, which is mainly characterized by its low cost and flexible manufacturing capability. The bedding brand thoroughfare company, BL Group Company, is a professional OEM manufacturer engaged in garment, bedding, down foundry, and down raw material trading. The industrial divisions of labor, structural changes in the workforce, and competition among talents at the global scale have resulted in a shortage of manpower in the labor market. As many industries gradually move out to other emerging countries due to cost considerations, the traditional OEM industry adjusts its own development strategy and even changes its business model to ensure the sustainable operation of its enterprises. The core competency of professional OEM factories lies in the production capacity rather than in the marketing capacity of their products. The case company aims to develop its own brand marketing by adopting the “one-stop self-production and self-marketing” concept of OEM and to enhance its capabilities in managing its brand by accumulating resources in the process of brand development. However, to engage in OBM, the company must develop a unique and special brand image in the market. The different thinking modes of brand thoroughfare and manufacturing industry management in different market areas are far from each other and involve the allocation of group resources. This study takes the brand development process of “B” company as a case and identifies the obstacles that hinder its long-term development by analyzing its capacities at different stages of its brand development and its competition in the domestic bedding market. SWOT is performed to analyze the resource allocation and strategic development of the professional OEM industry of the case group company. The one-stop production and marketing as well as the future brand development of the case company is also examined from the perspectives of resource allocation and long-term market development. The most advantageous brand development strategy for the case company is also identified and used as reference for business decision making. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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