SINYA company is a 3C distribution operator having distributed PCs and relevant hardware for more than 20 years since 1989. The company set up its first branch in JianGuo Computer Warehouse in 1995 with a shop only 15 square meters. The operating revenue had grown from NTD 300,000 to NTD20 million per month after 4 years painstaking development then. Since that so many customers joked about waiting for a long queue for buying a computer due to the rapid growing, the company decided to open another shop with higher capacity around 80 square meters, making the revenue more than 25 million monthly. Thus, the company could create more than NTD 400 million revenues annually with the two shops only in sum less than 100 square meters.
SINYA company currently runs 30 branch stores making 1.6 billion operating revenues a year. Every Supplier, such as Intel, Microsoft, ASUS and even Sony, regards SINYA company as the third largest local chain store distributor in Taiwan. Branding Strategy is necessary for an enterprise to operate its sustainable business absolutely. However, as we know, the business opportunity is quite limited in a local market. The way to provide an enterprise an enough room to grow continuously means that an enterprise needs to target at the international market if an enterprise does want to run a business sustainably. Thus, in order to get more chances to step into the international markets from a local market like Taiwan, the SINYA company must create the business model and profit model to meet the demand of the international market, or even surpass any other outstanding competitors in the international chain store distribution markets.
Referring to the international market, the SINYA company takes the markets both in China and South East Asia as the first 2 alternatives, especially in China, a place speaking the same language as we do with a big market, which is undoubtedly worth being researched aggressively for us. Of course, the development of 3C channels in China has advanced a lot these years under the assistance partly from Taiwanese businessmen and some efforts made by mainlanders. Some channels even have strong competiveness in the internationalized market. Nevertheless, as we know, competition is inevitable when running a business. Therefore, I believe that trying best to strengthen the company¡¦s multi-facet operational ability and to lead the enterprise with customer oriented and innovative thoughts is the necessary strategy for an enterprise to run their business sustainably so as to gain a good result.
China is a large market with potential, more available virtual channels and the opportunity to develop its legal environment gradually, i.e. a good chance for the development of an enterprise. However, hardly could a new entrant break through the barrier to take part in the China¡¦s market in a short time, even a healthy enterprise as SINYA company which has the advantages of good operation efficiency, pricing policy, professional service personnel, innovative and adaptive abilities. There can be some factors as below:
1. Unhealthy taxation institution.
2. Unsound legal protection for the business environment provided by the government sectors.
In addition, there are also some unsolved weaknesses from the SINYA company itself:
1. The Brand is not known enough.
2. Financial Capacity needs to be strengthened.
3. The strategy of vertical integration to strengthen the advantage of the products diversification should be implemented continuously.
Found in this research, there are also some short and middle term opportunities exited for the SINYA company in the China market.So, the SINYA company can take into account some factors as below:
1. Duplicate other successful experiences to authorize its brand.
2. The Gap between Urban and Rural provides the virtual platform an unlimited potential.
The market of some level 3 to 6 cities can be developed.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0726110-151448 |
| Date | 26 July 2010 |
| Creators | Li, Ming-tsung |
| Contributors | Jun-ying Huang, So-De Shyu, Hueimei Liang, Ting-Peng Liang |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0726110-151448 |
| Rights | not_available, Copyright information available at source archive |
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