| Author | Lin, Po-chiung |
| Call Number | AIT RSPR no. SM-01-39 |
| Subject(s) | Business planning--Taiwan
|
| Note | A research study submitted in partial fulfillment of the requirements for the degree
of Master of Business Administration, School of Management |
| Publisher | Asian Institute of Technology |
| Series Statement | Research studies project report ; no. SM-01-39 |
| Abstract | Toshiba Tungaloy (Taiwan) is one of the leading drill makers in Taiwan and China. As China
PCB (Print Circuit Board) has become the No.4 market, after USA, Japan and Taiwan, in the
world. This market is getting important for Toshiba Tungaloy. However Toshiba Tungaloy
(Taiwan) has faced the strong competition from its rivals.
In this case study, SWOT analysis and TOWS matrix have been used as tools to formulate
strategies for Toshiba Tungaloy (Taiwan). Basically, the case started from external
environment analysis and then followed by internal enviromnent analysis.
Some external environment factors are the opportunities for the company such as the stable
political enviromnent. It will keep the economy growing. China will enter WTO soon. It may
build up the relationship between China and Taiwan. In Taiwan the BGA (Ball Grid Array)
market is getting better as well.
However, the messy legal issues may create confusion for the foreign companies in China.
The rivals of Toshiba Tungaloy (Taiwan) have moved to China as well. It will continue the
price reduction pressure for Toshiba Tungaloy in the future. Laser drill has replaced some
traditional drills for the communication board of PCB.
Toshiba brand image is one of the competitive advantages. Large purchasing order form top
PCB/BGA makers will keep the stable order and important marketing infonnation gathering
from its customers. The strong technology support from Toshiba Tungaloy (Japan) is another
strength for the company.
The zero stock policy may cause the shortage for the customers. The company focuses on the
top PCB/BGA makers. When the demand for them are decreasing during the off peak seasons,
the company will have the sales problem. Right now there are few managers in the company
and there are two management systems in Xiamen plant. Toshiba Tungaloy (Taiwan) is still
using the solid one material, which is more expensive than the semi-solid and stainless
connected material.
The TOWS matrix has provided alternative corporate strategy for Toshiba Tungaloy (Taiwan).
The growth strategy would be the selection.
Some recommendations for the company are the followings. Toshiba Tungaloy (Taiwan)
should apply new product or modified product for the customers. It should also gradually use
the stainless connected material. As the company is growing and expanding to international
market, it is time for the company to select more staff/managers for marketing, production,
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quality control and human resource. It is safer for Toshiba Tungaloy to have more customers,
because they can provide the constant order when the demand from the major customers are
slowing down. It is important to clarify the responsibility in Xiamen plant. Two management
systems are being practiced side-by-side and because this, there is conflict and confusion. |
| Year | 2001 |
| Corresponding Series Added Entry | Asian Institute of Technology. Research studies project report ; no. SM-01-39
|
| Type | Research Study Project Report (RSPR) |
| School | School of Management |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Tang, J.C.S.; |
| Examination Committee(s) | Sununta Siengthai ;Bechter, Clemens; |
| Degree | Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 2001 |