|dc.description.abstract||In Taiwan, high-Tech industry category had transferred from the former traditional manufacturing into design and research step by step. It was called design house mode. The mode not only conforms to the trend of industrial development in this stage, but also matches the current government’’s industrial policy. Although the design house in Taiwan have sprung up in vast numbers, but the real success of the design company does not have much. Why is there such a phenomenon?
Case company (A company) was merged due to the original parent company’s wrong investment strategy. The new parent company analyzed the GPU that it will have large market and potential development, so the A company was set up. In the primary stage, A company had plentiful fund、GPU based design technology, and have experience with the development team over several integration resources, it would be reasonable that the company’s development is boundless. However, having gone through three years of development, through the efforts of the founding period, had to abandon the development of GPU and then transformed into a consumer-oriented product design and development. The NT dollar spent 3 billion yuan of investment, ultimately ended in failure.
Of course, we realize there are many reasons result in fail when we study the case, the thesis uses various theory to analyze the unsuccessful reason of the company, as five competitiveness analysis, SWOT analysis, the Balanced Scorecard analysis, strategy analysis, and so on. And given the case if the company came out once again which can make use of the direction and strategy. The research objectives are as below:
(1), To discuss A Company’s process on the establishment and development, and its product and organization strategy when the company is in the face of various internal and external difficulties and challenges.
(2), Through the study of the theory and literature, the thesis uses various organizations theory、development of the cause of the growth of new steps、five competitiveness analysis、SWOT analysis and balanced scorecard framework as the basis to analyze the unsuccessful reasons about the case company’’s products and organization strategy.
(3), Through the study, we can realize the relationship between the product development strategy and the organizational ability in a start-up company. We can provide related experiences to relevant domestic enterprises when they are in the face of similar market conditions what business strategies they can do.
The research uses the case study method to explore the start-up company in various stages of implementation by the organization and product strategy. In addition to the traditional literature collection methods (related research institutions industry research reports, magazines or books, periodicals, news clippings, References), the most important method is actual to interview the high-ranking executive of the company, Through the way to understand the company’’s strategy actually use at the various stages can avoid to add too much personal subjective judgment of author and to lose the significance of the research.
Many internal start-up companies get used to a customary rule of thumb for investment evaluation. But living environment for the rapid changing era, a start-up companies for investment evaluation need to recourse to modern expertise and organizational management concepts, and the need for market analysis and business management ability to develop and set for operating strategy. The most important point is that we must be preceded with a detailed evaluation before we are in putting in a lot of manpower, material and financial resources.
The thesis referred to the various theories and practices diagnosis, and the company actually case diagnosis methods echo each other. In the future, the start-up company can follow the mode to process when it plans the new product and the direction. I believe that can reduce the undue risk in the start-up company process. The results are as follows:
(1), A start-up company must execute a detailed technological and market analysis before it was set up, and it must use own advantage in product and market positioning, not to set strategies hastily just from their own experience or based on the current market situation without addressing technical measure,
(2), The start-up company wants to succeed, not only by virtue of the capital and technology, but it should be more specific techniques to assess whether it can keep up with today’’s technology manufacturers competition; Meanwhile, we must do overall understanding about the current market’’s competitors to avoid that we are to overestimate to ourselves, and misjudged the situation in the status.
(3), The start-up company for their own internal organization and management must be able to fully utilize and grasp, personnel can bring ability into fully play specifically. Inefficient use of manpower, not just waste human cost, but also whether or not the important factor to success.
(4), The start-up company must have cost control ability, each cent spends on where it is needed most.
The research uses the method of case study, be supplemented by literature analysis methods to diagnose the case company. Although it is only a company’s diagnosis, the research results it is absolutely help for the start-up company form and develop.||en_US|