TiMOTION競爭定位分析: 台灣製造業廠商的成長策略

Abstract

本文主要探討來自台灣的中型傳動控制系統製造商：第一傳動科技股份有限公司，面臨策略挑戰與自我定位成為傳動控制系統產業客戶的第一選擇。本文特別探討其員工教育，企業定位，戰略定位和產品結構性能，以確定第一傳動科技股份有限公司於此產業及公司各層面所面臨之挑戰。本文之模型建立來自於國立臺灣大學策略管理課程所提供之教材，包含部門行業市場細分，強弱危機分析，價值鏈分析，戰略定位分析以及阿貝爾的框架。本案例研究靈感是來自於哈佛商業評論，由黑，斯圖爾特J.和莫里森，艾倫J.，二位作者撰寫之「的新興市場巨人的警世故事」文章。第一傳動科技股份有限公司之案例研究，提供了一個中等規模的新興市場公司進行戰略分析的一個真實例子，對於正在尋求執行公司戰略、分析和尋找方法解決公司市場定位挑戰的台灣公司管理者是非常有用之案例。

This paper looks into the Strategy challenges that TiMOTION Technology Co., Ltd., a medium-sized, electric linear actuator manufacturer from Taiwan, faces as it positions itself to become “the first choice of actuator system for the customers in every market.” In identifying these challenges, a strategy analysis investigates TiMOTION at the industry and company level. This paper specifically reviews its employee education, company alignment, strategic positioning and product mix performance. To provide the analysis, NTU Strategy Management course packet borrowed models including the Sector, Industry, Market Segment, SWOT analysis, Value Chain Analysis, Strategic Position Analysis and Abell’s Framework. This case study is inspired by Harvard Business Review article by Black, Stewart J. and Morrison, Allen J. titled 'A Cautionary Tale for Emerging Market Giants.” This TiMOTION case study provides a real-world example of strategic analysis performed by a mid-sized emerging market company. It is a useful case for managers of Taiwanese companies who are seeking to perform company strategic analysis of their respective companies and finding ways to address company challenges in market positioning.