Hon Hai Group's Sharp Mobile Phone Business Competition Strategy Research

April 2,2016,Taiwan's Hon Hai Group acquired Sharp for 388.8 billion yen.As a subsidiary company of Hon Hai Group,Sharp will maintain its independent operation status,and Sharp's mobile phone as an important product of the consumer electronics industry was also required to return to the international market.In 2016,the mobile phone market environment has undergone great changes.The Chinese mobile phone brand has emerged strongly,the growth of online sales has been limited,and the Indian market was a highly competitive market.US and European markets are saturated,and the age of 5G is approaching.Under this conditions,how to develop the Sharp's mobile phone business,how to gain competitive advantage in the market,and occupy a place in the international mobile phone market.This is what the Sharp mobile phone operating team need to face.At the same time,Hon Hai Group,as the king of global EMS(Electronic Manufacturing Services),has more than one million employees,but the EMS business model is affected by the decline of China's demographic dividend and the impact of fluctuations in the performance of a single major customer on overall revenue,Therefore,the transformation from EMS mode to OBM(Own Branding&Manufacturing)model is an important attempt direction.This exploration involves two world-class companies,one of which is the 25th in the world's top 500 companies,one is a hundred-year enterprise,the father of LCD.Therefore,after Hon Hai Group acquired Sharp,how to use the resources of Hon Hai Group to develop Sharp's mobile phone business,expand the global market,and have a very important reference for the international transformation of many traditional Chinese OEM companies.This article is based on the theory of corporate strategic management,especially Michael Porter's competition strategy and competitive advantage related theory,combined with Sharp Mobile Phone Company 's actual case of returning to the international market,through the external environment and internal factors analysis,strategic selection and strategic implementation,to achieve Sharp Mobile PhoneBusiness Development Strategy Study.This article first uses the methods of PEST analysis,Porter's Five Force Model and Value Chain analysis to analyze the internal and external environment of Sharp Mobile Phone Company,in order to confirm the advantages and disadvantages of Sharp Mobile Phone Company,as well as the opportunities and threats.Afterwards,this article uses SWOT analysis method and combines Porter's three major competitive strategies to list the strategic combinations that Sharpe Mobile Phone Company can select,analyze and select strategies,and adopt a competitive strategy of target agglomeration to find in China,India and Indonesia.Market segmentation,product development and channel building for segmented markets,and the global promotion of Sharp Home Appliances to structure the product ecosystem.Finally,this article studies the implementation and protection of the three dimensions of Sharp Mobile's organization,brand and product,and looks forward to the future.