| dc.description.abstract | Owing to the rapid growth of global computer product market in the latter half of 1970, Taiwan accumulated lots of technology and skills from earlier OEM contract manufacturing and presented excellent commercialization ability on the international stage. Recently Taiwan has faced unprecedented threat from emerging countries like China and India, which have manufactured products with reduced labor cost. In addition, the introduction of iPads of Apple Corporation has tremendous impact on the PC market. Apple might dominate the tablet PC industry in the near future as it did in the MP3 market before. How will Taiwan electronic industry develop in the future? These threats create an urgent challenge to the PC related firms in Taiwan. How to create new business models to respond to the dramatic changes of the global electronic market would be an important strategic issue for the Taiwanese electronic firms.
The case firm owns key techniques which attain the international standard and enjoys a well-known brand name. Besides, it has complete product lines and an excellent R&D team which has been able to develop new products. However, due to the high technological progress, the threat of substitutes gradually increases and the new entrants have entered the market with low price products. The case firm now is going into a transtition stage. In addition to cultivation in the existing market, the firm is preparing itself to enter new markets. The purpose of this study is three-fold. First, it tries to investigate how to redesign a new business model to respond to the environmental changes. Second, it examines the demand of funds for the case firm during the transition stage. Third, it explores the potential value contribution of the new business model.
This study uses a case study approach to finding the research questions. First, it applies the five forces analytical framework off Porter to identify opportunities and threats of the industry. Secondly,it conducts financial forecast and DCF model to evaluate the firm‘s future cash flows and the predicted value on the basis of strategic assumptions. The main findings of this study are as follows. The case firm should reinvent the old business model by reorienting the R&D direction, strenghthening brand building, emphasizing customer service, and redeploying the intllectual property rights. Besides, it should penetrate the emerging markets and align its business with the products of Apple Corporation.
Key word:business model, multimedia, corporate value
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