| dc.description.abstract | Traditional projector, a popular OA product, has reached mature stage in recent years, slim profit and little product differentiation among brands have made intensive market competition. In addition, the global finance Tsunami hit in 2008 had resulted industrial upstream and downstream reshuffled, some components suppliers withdrawn from supply chain. The early market leading branded companies might have changed the management teams, to re-adjust product direction, or gradually moving out of market.
In early time, projectors were mainly dominated by international branded companies before a single case company entered this industry. However, the industry is totally different today after more than a decade product development.
The company initially developed the LCD projector in Taiwan, followed by DLP, the first time mover to co-work with Compaq and Texas Instruments in DLP solution, a local Taiwanese company.
Provided case study will describe how the small business, with limited resources under challenging environment got survive and becoming well-established till now. It’’s now a DLP projector leader in the market by taking various strategic plans. In compare to others, how a new comer to go by market trend and showing its competitive advantage for the next move?
In this case study, there are five strategic structures discovered as below:
1. No first time mover advantage, a small business can develop a mixed product
strategy to create its new market position.
2. High level of system integration to create product entry barrier for new comers.
3. To strengthen business relationship with key component suppliers enhances business moving forward
4. Strategic alliance to avoid worldwide IP lawsuit.
5. Continuing plan on product innovation and technology enhancement.
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