| dc.description.abstract | Business management is usually compared to marathon race because most cooperates consider sustainable development and continuous profiting performance as operational objects. Involving in such a rapid changing market and industry, with the purpose of grasping the environment pulsation to achieve operational goal, the business executives not only have to draw up managing strategy but also have to make sure it’s correct and keeping pace with the times.
Original Equipment Manufacturing industry has been Taiwan’s economic development foundation since the 1960, with industry upgrading and market globalizing trend, in order to raise overall competition, cooperates in Original Equipment Manufacturing industry are more likely to transform themselves with more valued-added capability includes design and other customer oriented service; EMS, electronic manufacturing service which has the most remarkable achievement and highest production value therefore becomes the advanced benchmark among all industries. This research takes a Taiwan-based electronic manufacturing service provider as case study object. The case study company has successful and abundant managing experience as well as excellent resource and capability, it’s remarked as one of the leaders in the respective industry. During the continuous developing process, in order to further expand the cooperate product category as well as technical experience of the targeting market, the case study company determined to assign external marketing development task to its internal production department. In order to research and analyze the external marketing strategy execution result of this manufacturing oriented organization, this research has taken resource and capability theory (Hill, Jones and Schilling , 2015) as foundation, also took relevant reference and academic into consideration, moreover the case study method was applied to collect secondary data and record interview from the mid to high management level. Eventually, it applied SWOT (Welhrich, 1982) to analyze if there is any policy and strategy modification should be conducted to improve the performance effectively.
Managing strategy and execution policy are completed by each other. This research has concluded three levels to be improved : 1. Resource distribution is to be controlled by highest centralized management instead of business unit. 2. Marketing concept should be changed to more customer oriented. 3. Top management needs to pay more appreciation and insistence on the policy. In order to further vertically and horizontally integrate the resource synergy, the research has brought forth following suggestions to the case study company : 1. Completing the marketing organization and fulfilling the resource support; 2. Enhancement on global sourcing and negotiating capability; 3. Best utilization on operation system and authorization for better efficiency; 4. Unifying to optimize resources between different business units and product groups; 5. Aggressive asset distribution and investment towards strategic products and customers. | en_US |