| dc.description.abstract | Due to the rapid changes in industrial structure in recent years, both private enterprises and government sectors strongly promote the electronic technology industry. As a result of this support, small to medium enterprises that have been the economic foundation of Taiwan, are gradually ignored or forgotten by the wider community. Taiwan′s small and medium-sized enterprises are composed of mostly traditional industries. Due to their operational size, high production cost and inability to compete with larger corporations, this research was conducted to examine how Research and Development, branding and new business strategies can assist small and medium-sized enterprises break through the difficulties they are facing.
This research will consist of a case study to explore the difficulties faced by small and medium-sized enterprises with branding and marketing. Firstly, the basis of this study will be established and drawn from literatures that explore the definition of small and medium-sized enterprises, brand functions and values. Secondly, SWOT analysis and 4P marketing portfolio will be applied to explore the marketing strategy and competitive advantage of the case company. Finally, an analysis on the problems case company faces with marketing presents and provide recommendations to the company for future development using the company′s existing resources and capabilities.
Conclusions were made after analyzing the case study, in order to break the myths about traditional industries and develop into a sustainable corporation. Small and medium-sized enterprises in Taiwan should not use low-cost labors as their only competitive advantage. They must develop its brand awareness, with flexible marketing network and have advantageous service than their competitors. Furthermore, proper use of strategic alliance between different industries will gradually expand the layout of its market. In addition, product development should not only focus on the technical aspect but also fully grasp the current market demand and fashion trends. Finally, a training program should be implemented for company personnel so that companies may develop goals to further the sustainable development of the company. | en_US |