| dc.description.abstract | Due to the keen competition in the mobile industry, touch panels replace the traditional keypad as the main input devices. It is the fact that the change of technology results in overall variation of supply chains. Besides the change of input device, there is also a dramatic shift in market share, for example, Samsung (Korea) and Apple (USA) replace Nokia, RIM, Motorola, Sony Ericsson, HTC, etc. as the mainstream. According to the IDC statistic of May, 2012, the total market shares of Samsung and Apple are 53.4%, individually are 29.1% and 24.3%. It says that Samsung and Apple confirm their position and will lead the industry forward. Moreover, Samsung and Apple possess their own unique supply chain system, thus, some Taiwanese manufacturers could not enter into AVL easily. Generally speaking, we face two significant challenges, one is severe decline of products and another one is recession of market shares from main customers. How to overcome these crises to fulfill the business transformation would be the greatest challenge that we never met.
The Case study of global top 5 keypad manufacturers S company, nowadays; them face an serious marketing decline that how to extending core competencies to do business transformations in products and marketing. Based on their core competencies, enterprises apply industry strategy matrix to generate strategy goals and extend its product development and apply SWOT to analysis the industry environment. Though transformation will take a long period in developing products and market, the measures mentioned above will shorten the transition period and reduce the risks of business operation and investment market. Under the pressure of market recession, enterprises shall lead the team to speed up the transformation. By upward product integration, I company hopes that its team could raise the competitiveness and profits in the near future to continue the past spirit and glory.
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