Under the current developmental condition of global, small-sized lithium-ion secondary battery industry, this study is based on firm theory structure – providing an in-depth discussion on the overall developmental trend of case company supply notebook computer manufacturers, aiming at the internal, industry and macro assessment of environmental factors to bring out the essential environmental advantages affected by strategy development and formulate an optimal competitive strategy through the mission statement of case company. The study is followed by utilizing a specific strategy on a case company as concrete practice; hopefully, providing an analytic model as a reference for lithium-ion battery industry to set up a competitive strategy. Having adopted a descriptive case study, this research has come up with following conclusions through the related study of domestic and foreign archives, sub-level data collection as well as industry analysis report:
1. With the mission statement and key elements inside of the case company, the industry and macro environment are individually analyzed to distinguish the advantages of case company among three major environments by using 7S model, 5 forces model, and PESTEL model. The conclusion is key elements that take shape under its competitive strategy and formulate an optimal competitive strategy would be a reference for the case company to formulate optimal competitive strategy and revise any specific strategy.
2. With the corporate mission statement, according to environmental evaluation made by the case company, the optimal competitive strategy must be executed through aggressive expansion of customers, so as to fulfill government policy and achieve its corporate mission toward top industry leadership position.
3. In terms of the execution of specific strategy by the case company, an incentive system to boost up sales is suggested to encourage sales team to achieve number one status in global lithium-ion battery industry. Keeping competitive prices to gain more orders from a larger customer group, catching up with the movement of a larger customer group through government power to expand the market, and under macro environment with strong support from government, will enable the achievement of corporate mission and purpose of this study.