Title:
Study on The Competitive Strategy of New Energy Vehicle Parts of Lite-On Technology Company
Author:
Hai Peng
Advisor:
Dr. Liao Zhigao
Degree:
International Business Management
Major:
Master of Business Administration
Faculty:
บัณฑิตวิทยาลัย (Graduate School)
Academic year:
2566 (2023)
Published:
Mcu Ubonratchathani journal of Buddhist Studies URL Drive
Abstract
In recent years, encouraging the development of new energy vehicles will help solve the problems of resources, environment, environmental protection, and noise pollution faced by the development of the global automotive industry. It is very important for the survival and development of enterprises to integrate into the global procurement system. As a manufacturer of communication products transforming into the new energy vehicle industry, Lite-On Technology faces many challenges, the most typical of which include compared to traditional manufacturers of automotive components, Lite-On Technology’s lack of experience in the automotive industry means that Lite-On Technology’s transformation process is not destined to happen overnight and requires selective trial and error. The objectives of this study were: 1). To analyze the competitive environment of the company in the market through Porter’s Five Forces model and SWOT analysis, 2). To develop a competitive strategy based on the current status of the company’s competitive environment in the market using the SWOT matrix.
This study used the documentary method, The study applies the relevant strategic management theories from China and abroad, as well as theories related to the management of new energy vehicle parts enterprises, and analyzes the external environment according to Porter’s five forces model and SWOT analysis. The internal environment is compared with the company’s strong human resources, strong financial position, excellent organizational resources, advanced equipment resources, key technological capabilities, volume production capacity, and core value to customers. Through the positioning of the business and the market, the company’s competitive strategy has been formulated, and the direction of the company’s development has been pointed out. The conclusions were 1) the analysis of competitors in the industry show that Lite-On is in the middle and upper stream of the industry in the process of realizing the lightweighting of new energy vehicles. The SWOT analysis summarizes the opportunities and threats of Lite-on in the external environment and concludes that Lite-On’s new energy vehicle parts business is a sunrise industry with a broad market prospect. 2), Combined with Lite-On’s corporate vision and mission, the overall strategic objectives of Lite-On were formulated.
Keywords: competitive strategy, new energy vehicle spare parts, low cost, high differentiation.