| dc.description.abstract | This paper is focusing on the Business Strategy Research of Printed Circuit Board (PCB) enterprises which are in the electronic industrial chain from the perspective of Case Study. In the electronic industrial chain, usually a PCB enterprise would take scale production as the main concern of strategy and take the mode of receiving mass production orders as its planning axis. But the object of this case study, company A, is different. Rather than focusing on mass production as other PCB companies do in this industry, Company A takes “high mix low volume” orders and correspondent production mode as its main business strategy and developing axis. In this paper, based on SWOT analysis, through comprehensive study of company’s strengths, weaknesses, and the opportunities and threats from outside, taking Porter’s Five Forces and other useful theories as planning direction, summarizing the key factors to succeed, so as to maintain the competitiveness and stable long-term business development, together with representing case study of A for the reference to our dear fellows in this industry.
Company A started from the fiercely competed printed circuit board market. After years of hard working and exploration, and the constant adjust of business strategy and route, Company A finally aims at High Mix Low Volume market and takes automotive HDI PCB as its main product so as to avoid the price competition with those large manufacturers. At the same time, this case studies how company A successfully developed a large international mobile handheld device factory, company G. With the characteristic of its high mix low volume products, how did company A successfully overcome all the difficulties and enter into the supply chain of company G and became a partnership with this customer to grow together and entered the supply chain of German double-B company.
This paper takes case study, including secondary data collection and interviews with senior executives and specific supervisors of functional departments. After analyzing and deducting these data, through the concept of SWOT strategy matrix proposed by weihrich (1982), this paper analyzed the company′s business strategy and the key factors for the successful development of company G, including: 1, Company A runs business with a long-term operation attitude; 2. Company A has a comprehensive quality system and obtains automotive business qualification certificates; 3. High customer adhesion creates enterprise value; 4. Teamwork and caring for employees. All these factors contribute to its successful development of company G, to its successfully being admitted as a Tier 1 supplier of German customer double B, and to its successful pass of the examination of mainland China A share list. Since its foundation till now, A has made great achievements, and it’s not an easy thing. At the era of Covid-19 pandemic and the Sino US trade war, the trend of supply shortage, the business strategy has been more cautious and tough. For future competitiveness, this paper puts forward the following suggestions for the case company A: 1. Enlarge business scale of existing customers: continue developing more projects within existing customers and increasing the order volume; 2. Give up small customers: screen and give up those small customers without mass production potential and transfer the capacity to target customers or existing customers, so as to make the enterprise and its profit grow much more stably. | en_US |