Research on the U.S. market entry strategy – n Empirical Research of Taiwanese PND
Date Issued
2009
Date
2009
Author(s)
CHANG, LE-CHUN
Abstract
Portable navigation devices (PNDs) have been a booming force for the past five years. MiTAC’s Mobile Communication Product Business Unit (MBU) emerged at the right time and has become a great part of the development. MBU has expanded from ODM model to Own Brand model, following the same path as other technology companies in Taiwan, and also expanded its business scope from Taiwan to the world. Being fortunate to be part of the development has made me realize that product innovation is the key to success and leadership for MiTAC. Despite excellent opportunities to develop Own Branding, diversify focus on ODM business were usually considered top priority and resource allocation became a major issue when the business unit worked on both OEM and Own Brand projects at the same time. Therefore, MiTAC fell behind on Own Branding in the early stage of the development in the PND industry. With the maturity of the PND industry, brand value has become the main factor for consumer purchase, which then created great challenges for MiTAC’s promotion of Own Branding.hile Own Branding goes global, various market strategies were required due to highly different region-based attributes, competition situations in the markets and distribution channels.his thesis analyzes MiTAC’s organization setup for OEM and Own Brand models as well as the results of its entering the US market by way of Black Friday promotion strategy, which leads to conclusions and recommendations.
Subjects
PND
Black Friday
promotion strategy
SDGs
Type
thesis
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