| dc.description.abstract | Global flexible printed circuit (FPC) board market, driven by mobile applications such as smart phone, shows 5.82% growth over 2012, and has reached 7.13 billion US dollars in 2013, according to IEK. The market is expected to grow steadily to 7.93 billion US dollars in 2015 with 5.65% YoY growth rate in 2014 and 5.28% in 2015, respectively.
Despite the positive growth of market, the industry has been struggled with price reduction pressure from the capacity over-expansion and from cost reduction through efficiency improvement. On the other hand, the emerging applications keep pushing product performance, and force suppliers upgrading manufacturing technology to remain competitive.
This study explores an FPC company A′s market position in terms of product performance in global market from customers′ assessment, and its strength and weakness. How to maintain and further elaborate its strength, and to fast respond to its weakness are studied.
This study starts from ＂Analysis of Characteristics＂ through voice of customer survey via questionaire, followed by ＂Strategy Matrix Analysis＂, and ends up at forming Company A′s business strategy. The goal is to establish its unique core competency and flexibility in tactics among highly competitive and fast changing market, and to best integrate and synergize resources from parent company group for competing in value instead of in price. The vision is to become leader in domestic market, and expand its territory over Asia and finally worldwide market. | en_US |