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Strategy Analysis of Operation and Development on the Biotechnology Business - A Case Study of TCI
Nutraceuticals,Mask,Five Forces analysis,Core resources and capabilities,BCG matrix,Competitive strategy,
|Publication Year :||2019|
In today’s global society, the realization of aging, the rapid transmission of online information, the rise of preventive medicine, and the need for self-care, lead people to choose Nutraceuticals that supplement nutrition, promote health, delay aging, and others to prevent disease. The global health food market continues to grow. Nutraceuticals is a functional product for oral intake that adjusts the function of blood lipids, improves gastrointestinal function, regulates immune regulation function, etc. Skin care products are functional products for external use to moisturize the skin for anti-aging and other effects. Nutraceuticals and skin care products belong to the consumer industry and have products with high homogeneity that create fierce competition. They also have product characteristics of efficacy appeal and safety.
The case company TCI has experienced rapid growth in business performance in recent years. This study hopes to use five force analysis to distinguish the key factors of the Nutraceuticals and mask business and to explore how TCI builds core resources, capabilities, and competitive advantage. The BCG matrix analyzes the positioning of each business role, explores which area of the case company's business portfolio is located, examines the competitive position and market attractiveness of each business unit, conducts business strategy analysis, and discusses its future growth strategy. The results of this study include:
1.The Nutraceuticals and mask industry present a highly competitive situation. The three business groups of TCI have the key factors of the same industry, and establish their core competence through the same basic engineering capacity, facilities, resources, R&D talents, technology, and patent technology to jointly create synergies.
2.The three business groups of TCI Group adopted a centralized differentiation system to formulate the overall company competition strategy in order to achieve a competitive advantage.
This study proposes a strategy for future growth. The growth of the probiotics business of efficient material, the provision of personalized and customized nutritional health products and services, and the adjustment of marketing strategies and the changes in the development path of sales channels are responsive.
Keywords: Nutraceuticals, Mask, Five Forces analysis, Core resources and capabilities, BCG matrix, Competitive strategy.
|Appears in Collections:||事業經營碩士在職學位學程|
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