Research On The Marketing Strategy Of Taiwan SGM Company

The quantity of the architecture stone following with the growth of the global economy has been remarkably increasing annually. SGM STONE CO., LTD., a Taiwan-base company specializing in planning and designing prior to an agreement as well as block import, job measurement, drawing, stone fabrication, and installation after an agreement being signed has been operating in the architecture stone industries for 20 years. With the market competitions, SGM has performed a satisfied growth rate in annual sales, but the percentage of the gross profit has been unable top improve. How can SGM quit from the highly competitive Red Ocean market creating an uncontested Blue Ocean market space? The thesis based on the strategic theories analyzes the revaluations of the working process in the current stone industries and reveals SGM's long term strategy. In addition, coordinated the exterior environments with the interior strengths and weakness, the strategy with the analysis of the workability studies is presented.The thesis is categorized by 5 chapters as following,Chapter one, the study background, the content, the framework of the market competitive strategies, and all of the related tools of the strategy analysis are briefly described.Chapter two, the architecture stone industry and the major architecture stone industries in the word arc briefly analyzed. The building industry with its related industries and the trend of the architecture stone industry in Taiwan are discussed.Chapter three, based on Five Force Framework and SWOT, SGM's current developments in the architecture stone project markets is analyzed in addition to find a direction for the future developments.Chapter four, the all of the opportunities in the middle and long term developments to the company are studied in order to walk corss the industry border from the highly competitive Red Ocean market and step into the curtain wall market with a value added Total Solution to customers while developing infrinite Bule Ocean markets.Chapter five, the options of SGM's market competitive strategies are discussed. The goals for middle term and long term growths are addressed. In order to facilitate SGM's future developments, the executive plans ot the selected market competitive strategies and the deployment of problem solutions arf described.