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    政大典藏 > College of Commerce > International MBA > Theses >  Item 140.119/50960


    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/50960


    Title: Sony光碟機在台灣市場復甦之個案分析
    Revitalization of Sony ODD in Taiwan market
    Authors: 陳懋青
    Chen, Anthony
    Contributors: 劉助
    Liu, James
    陳懋青
    Chen, Anthony
    Keywords: Sony光碟機
    Sony ODD
    Date: 2010
    Issue Date: 2011-09-29 18:20:17 (UTC+8)
    Abstract: Table of Contents
    1. BACKGROUND SUMMARY………………………………………………………………………………………3
    1.1 Background History of Sony Taiwan 3
    1.1.2 Sony Taiwan Organization: 5
    1.2 Introduction of Optical Disc Drive and its application 11
    1.3 Re-organization & Product transfer – ODD Business in Sony Taiwan 18
    2. BUSINESS OPPORTUNITY………………………………………………………………………………………21
    2.1 Business Objectives 21
    2.2 Market Problems 25
    2.3 Market Solutions available today 28
    3. ISSUES AFTER TAKING OVER ODD BUSINESS……………………………………………………………..31
    3.1 Channel issues 32
    3.2 Product issues 37
    3.3 Financial issues 38
    4. PRODUCT STRATEGY…………………………………………………………………………………………...39
    4.1 Product Strategy and direction 39
    4.2 Product Line Positioning Statement 41
    5. CHANNEL STRATEGY…………………………………………………………………………………………..47
    5.1 Channel Structure Analysis 47
    5.2 Channel Incentive programs 54
    6. MARKETING STRATEGY………………………………………………………………………………………..56
    6.1 Market Analysis 56
    6.2 Advertisement and Promotion 57
    7. COMPETITIVE LANDSCAPE……………………………………………………………………………………64
    7.1 Trends Impacting the Competitive Landscape 64
    7.2 Competitor Analysis 67
    8. FINANCIAL DATA : FY2009 AND FY2010…………………………………………………………………….72
    8.1 P/L Analysis 72
    8.2 Profit Model Analysis 75
    9. RISKS AND CONSEQUENCES…………………………………………………………………………………..77
    Description: 碩士
    國立政治大學
    國際經營管理英語碩士學位學程(IMBA)
    97933007
    99
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0097933007
    Data Type: thesis
    Appears in Collections:[International MBA] Theses

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