| dc.description.abstract | In the recent years, as standard of living in Taiwan improves, the quality of living conditions becomes more and more important for many families. Home owners start to allocate more budgets to decorate, renovate, or remodel their houses.
To address this emerging market for home improvement, many companies are investing millions of dollars into the business and are providing consumers with detailed and hassle-free home improvement options.
At the core of home improvement business is big-box stores that carry countless DIY (Do-It-Yourself) products and construction services. Free consultation is offered and services are custom-tailored to fulfill customers’ need.
Especially on interior decoration, retailers provide free interior design consultation, such as choices of materials and schemes of color, so that customers can easily realize their decorating ideas and do so on a budget.
This research will divulge the history of home improvement discount stores industry in Taiwan, analyze the challenges and opportunities of the industry, and give perspectives on facing industry changes and fending off competitors.
In this case study, Company T is chosen as the target for our research and analysis. Methodology used in the research is mainly referenced from the publication, The Positioning Analysis of Competitive Advantages In Enterprises by Professor HSIAO-YUN TENG, and is to form the structural analysis of Company T’s competitive advantages. Augmented with ＂Demand Characteristics＂ survey, the study is able to dissect how Company T can survive in this cut-throat industry, how it can build up on its stronghold and adjust its strategies to dominate in this line of business, and how it can immortalize itself as the leading brand of the field in consumers’ mind shares. | en_US |