Alloy accessories made in Taiwan are in high quality at reasonable prices; the products have obtained customers’ approval in the international market while they are sold around the world. By using the mature professional original equipment and manufacturing (OEM ) production for the European and American customers, designing products as consumer demand-oriented, developing own brand manufacture (OBM ) and adopting differentiate products and fair price marketing strategy; the industry expands business to global market.
The study focuses on a case analysis of a Taiwanese alloy jewelry manufacturer and trader company. By under the enterprise''s mission statement, the research discusses the advantages of the internal environment, industry environment and the overall environment of the opportunity, the combination of its own strengths and opportunities for business in order to select the most appropriate mode of operation strategy to attack market and expand market share, and achieve corporate mission as an result.
The research uses discussion case study analytic method, by using secondary data analysis and the study of the related literature, and induces the following conclusion:
1. When the industry provides different alloy of accessories and the service regarding the different demand of customers, the different level of customers gain their respective commercial quality and profit as a result to enhance customer satisfaction. 2. The operational strategy is international management that can expand the channels advantage of alloy accessories, continue to expand a denser channel network, expand market share, and create more business opportunities. 3. The marketing strategy is fair price and the product differentiation that to promote products’ added value and the product positioning. Through the product differentiation and the fair price strategy, to provide the fine accessories with the better service gains a competitive edge than its competitors.