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    題名: 台灣飛斯妥：在太陽能板產業中創造競爭優勢及優異表現
    Festo Taiwan: Creating competitive advantage and superior performance in the flat panel and solar industry
    作者: 許勞倫
    Roland Schlegel
    貢獻者: 吳文傑
    Jack Wu
    許勞倫
    Roland Schlegel
    關鍵詞: 太陽能
    日期: 2008
    上傳時間: 2009-09-14 09:51:30 (UTC+8)
    摘要: 台灣飛斯妥：在太陽能板產業中創造競爭優勢及優異表現
    ABSTRACT
    “A strategy is a set of related actions that managers take to increase their company‟s performance.
    For most companies, achieving superior performance relative to rivals is the ultimate challenge.”
    [4]
    In this case study I want to identify and describe a strategy which Festo Taiwan (Festo Co., Ltd.)
    can pursue to achieve superior performance with a competitive advantage in the Flat Panel and
    Solar Industry in order to achieve the goals of the corporate balanced scorecard.
    The study is based on the following steps of the formal strategic planning process:
    1) Analyze the external competitive environment to identify opportunities and threats
    2) Analyze the internal operating environment to identify the organization‟s strengths and
    weaknesses.
    3) Define strategies that build on the organization‟s strengths and correct its weaknesses in
    order to take advantage of external opportunities and counter external threats. These
    strategies must be consistent with the missions and major goals of the organization.
    The strategy doesn‟t solely focus on the Flat Panel and Solar industry, it can be applied to other
    industry segments and the whole Festo Taiwan organization.
    This paper is solely based on the viewpoint of the author and independently from the local
    management and any other Festo employees. The context, conclusions and suggestions in this
    paper don‟t charge or offend anything done or not done from any parties mentioned. The strategy
    must not be applied without the own considerations.
    Key words: Flat Panel, Solar, Competitive Advantage, Superior Performance
    Table of Contents
    1 Executive Summary ......................................................................................................................... 1
    2 Introduction ..................................................................................................................................... 2
    2.1 Superior Performance .......................................................................................................................... 2
    2.2 Competitive Advantage .......................................................................................................................... 2
    3 Company background .................................................................................................................... 3
    3.1 Introduction ............................................................................................................................................. 3
    3.2 Product & Services ................................................................................................................................. 4
    3.3 Industry Segments.................................................................................................................................. 5
    3.3.1 Automobile Industry ...................................................................................................................................... 5
    3.3.2 Electronics industry........................................................................................................................................ 5
    3.3.3 Flat Panel and Solar industry ....................................................................................................................... 6
    3.3.4 Food and Beverage industry....................................................................................................................... 6
    3.3.5 Process Industry ............................................................................................................................................. 6
    3.4 Global Key Account Management ...................................................................................................... 7
    3.5 Festo Taiwan ............................................................................................................................................ 7
    4 External Analysis ............................................................................................................................. 8
    4.1 Industry Overview ................................................................................................................................. 8
    4.1.1 Flat Panel Industry ......................................................................................................................................... 8
    4.1.2 Photovoltaic industry .................................................................................................................................11
    4.2 Porter’s Five Forces Model .................................................................................................................16
    4.2.1 Risk of entry by potential competitors ................................................................................................16
    4.2.2 Rivalry among established companies .................................................................................................17
    4.2.3 Bargain power of buyers ............................................................................................................................19
    4.2.4 Bargain power of suppliers .......................................................................................................................21
    4.2.5 Substitute products .....................................................................................................................................21
    4.3 Industry Life Cycle ................................................................................................................................22
    4.3.1 Flat Panel Life Cycle......................................................................................................................................22
    4.3.2 Photovoltaic Life Cycle ................................................................................................................................24
    4.4 Microenvironment analysis ..............................................................................................................25
    4.4.1 Macroeconomic Forces ...............................................................................................................................25
    4.4.2 Global Forces ..................................................................................................................................................26
    4.4.3 Technological Forces ...................................................................................................................................26
    4.4.4 Legal forces .....................................................................................................................................................28
    5 Internal Analysis ........................................................................................................................... 31
    5.1 Introduction ...........................................................................................................................................31
    5.1.1 Roots of competitive advantage ...............................................................................................................31
    5.1.2 Value creation.................................................................................................................................................32
    5.2 Gallup research and findings for customer expectations [24] ..............................................33
    5.3 The value chain .....................................................................................................................................35
    5.3.1 R&D / Products ..............................................................................................................................................35
    5.3.2 Production .......................................................................................................................................................35
    5.3.3 Marketing and Sales .....................................................................................................................................36
    5.3.4 Customer Service .........................................................................................................................................36
    5.3.5 Materials Management ...............................................................................................................................37
    5.3.6 Human Resources ........................................................................................................................................37
    5.3.7 Information Systems ...................................................................................................................................38
    5.3.8 Company Infrastructure ..............................................................................................................................38
    6 Findings External & Internal analysis ................................................................................... 39
    7 Strategy ............................................................................................................................................ 42
    7.1 Corporate & Global level strategy ....................................................................................................42
    7.2 Business level strategy ........................................................................................................................43
    7.2.1 Mission & Vision statement......................................................................................................................43
    7.2.2 Differentiation ...............................................................................................................................................44
    7.3 Functional level strategy .....................................................................................................................45
    7.3.1 Company Infrastructure ..............................................................................................................................45
    7.3.2 Sales....................................................................................................................................................................47
    7.3.3 R&D ....................................................................................................................................................................48
    7.3.4 Human Resources ........................................................................................................................................49
    7.3.5 Customer Service / Segmentation ..........................................................................................................52
    7.3.6 Materials Management ...............................................................................................................................55
    7.3.7 Information Systems ...................................................................................................................................55
    8 Abbreviations ................................................................................................................................ 56
    9 Literature/References ................................................................................................................. 57
    10 Appendices .................................................................................................................................. 59
    Appendix A: Solar Cell manufacturer (End user) in Taiwan ........................................................................59
    Appendix B: Current and potential buyer list of the Flat Panel, Crystalline and Thin Film Solar
    industry ............................................................................................................................................................................61
    Appendix C: Flat Panel Display Market Share ....................................................................................................62
    Appendix D: Summary of PV Support Measures of leading Countries [17] ..........................................63
    Appendix E: TFT LCD Equipment forecast [18] ...............................................................................................65
    Appendix F: Cell Technology Market Share [18] ..............................................................................................65
    Appendix G: Module Efficiency Progress over Time [23] .............................................................................66
    參考文獻: 9 Literature/References
    [1] Festo (2008), „the company‟, viewed 6th April 2009,
    <http://www.festo.com/INetDomino/coorp_sites/en/1fb1f848b303438ac1256b87003b20bf.
    htm>
    [2] Photovoltaic Technology Platform, viewed 5th April 2009,
    http://www.eupvplatform.org/index.php?id=47
    [3] Taiwan’s LCD Panel Market, Manufacturers‟ Association for Information Technology, ,
    August 2008, Vol. 98
    [4] Strategic Management Theory, 8th Edition, Houghton Mifflin Company, Charles W.L. Hill
    and Gareth R. Jones
    [5] Fast follower industrial dynamics in East Asia: The case of the Flat Panel Display industry,
    John A. Mathews, MGSM Case 2003-5, December 2003
    [6] Reuters, viewed 24th April 2009,
    http://in.reuters.com/article/asiaCompanyAndMarkets/idINTP10076120090108
    [7] Economist Taiwan, viewed 24th April 2009,
    http://www.economist.com/Countries/taiwan/profile.cfm?folder=Profile-Economic%20Data
    [8] The Analyses & Investment Opportunities in Photovoltaic Industry, Ministry of Economic
    Affairs Taiwan
    [9] 2008 Photovoltaic trends: Innovative thin film technology and large-scale power plants;
    Gigawatt perspectives in the USA, Rolf Hug, 20th May 2008
    [10] Little smile on long faces, The Photovoltaic Magazine, Photon International 3-2009, page
    170
    [11] Q-Cells plows ahead, The Photovoltaic Magazine, Photon International 3-2009, page 66
    [12] Survey: cell production 2008, The Photovoltaic Magazine, Photon International 3-2009,
    page 190
    [13] Marketing Management, 12th edition, Philip Kotler and Kevin Lane Keller, Pearson
    Education International
    [14] Building and Leading a High Performance Organization, Prof. S.H. Lee, 2008
    [15] Caterersearch, searched for „Flat Panel Display“, 2nd May 2009,
    http://www.caterersearch.com/Articles/2005/08/31/302345/technology-jargon-buster.html
    [16]
    [17] 2008 Global Solar Report Cards, Global Green USA, Green Cross International‟s Energy
    Program, Matt Petersen
    [18] LCD Capacity, Supply/Demand and Equipment Trends, DisplaySearch, Charles Annis,
    March 2-3, 2009
    [19] SMC Japan official website, viewed 13th May 2009,
    http://www.smcworld.com/index_e.html
    [20] Airtac official website, viewed 13th May 2009, http://www.airtacworld.com.cn/
    [21] Chelic official website, viewed 13th May 2009, http://www.chelic.com/eng/index.php
    [22] Mindman official website, viewed 13th May 2009,
    http://www.mindman.com.tw/en/index.php
    [23] Thin-Film PV 2.0 Market Outlook Trhough 2012, Sorin Grama abd Travis Bradford,
    September 2008
    [24] First, break all the rules: what the world’s great managers do differently, Simon & Schuster,
    Marcus Buckingham and Curt Coffman, 1999
    描述: 碩士
    國立政治大學
    國際經營管理碩士班(IMBA)
    96933031
    97
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0096933031
    資料類型: thesis
    顯示於類別:[國際經營管理英語碩士學程IMBA] 學位論文

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