| dc.description.abstract | The size of the global wire and cable market was more than 100 billion euros in 2010. Through the continuous consolidation among manufacturers, its market ecology has formed the phenomenon that big gets bigger. Being different from the group trend of European and American cable industry, the domestic cable industries present the situation that small and medium-sized factories blossom and contend everywhere. Because they are all small individual businesses and lack of international competitiveness, they could only fight each other in the domestic market. In recent years, due to the domestic recession and economic slowdown, the cable industries are also facing a tremendous impact. Internally, the market shrinking and the fierce intra-industry competition price competition cause the decrease in gross profit. Externally, because of the accession to WTO and the signing of ECFA, the market is gradually opening up, and the industries have to face foreign competitors. How to build the competitive advantage in the highly competitive business environment is the biggest challenge that the wire and cable industries have to face.
This study is to explore the development course of wire and cable industry from the overall industry environment and the competitive status of existing manufacturers to analyze the threats, the challenges and the opportunities that the wire and cable industry is currently facing; and to propose the recommendations for future development. The case study chooses the main products of selected company - power cables as the object of research and analysis. The methodology takes National Central University Professor Teng Hsiao-Yun’s “Competitive Advantage Analysis” as the framework .The purpose of the study is, through the systematic analysis, to understand the strengths and weaknesses of the selected company’s products, and to strengthen the advantages and improve the vulnerable disadvantages for the most important characteristics that customers care about. In the scope that the company’s ability permits, this study suggests the various improvements and adjustments for the product feature combinations to create a competitive advantage by restructuring the value chain and adjusting a new product strategy.
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