| W Technology Firm has shined in this industry with its distinctively competitive advantages undergoing its market opportunities. However, in recent years this firm has encountered difficult situation with problems of lower profit, decreased market share and high cost.The purpose of this thesis is to identify the constraints on this firm's development and recommend a more suitable marketing strategy. This thesis has analyzed the history, current situation, development trend of the main products of W Technology Firm. The author has found that W Technology Firm's main product, the Sonic Acoustic Wave (SAW) that has been broadly used in colored TV market, has already lost its competitive advantages in terms of capital, scale and cost control compared with the firm's rivals. The technology advantage has been decreased while large quantity of capital, human resources and raw materials has been occupied. In addition, the CATV market which has been a traditional advantage is going to be saturated. The author suggests that the W Technology Firm has potential space for growth in direct station product market and can utilize the firm's core competitive advantage. Therefore this market is new and valuable for W Technology Firm. |
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