Competitive strategies for small business in optical pick-up manufacturing

• Main Authors: Ge, Guo Zheng, Zhang, Jing
• Other Authors: School of Mechanical and Aerospace Engineering
• Format: Theses and Dissertations
• Language: English
• Published: 2014
• Subjects: DRNTU::Engineering::Manufacturing
• Online Access: http://hdl.handle.net/10356/60543
• Institution: Nanyang Technological University

In a fast clockspeed industry, supply chain and technology chain management is of paramount importance. The goal of this project is to evaluate the current state of the technology of the company (HongGuan Technologies (S) Pte Ltd), and to propose competitive strategies for the company to gain advantages and sustain its long-term growth. We started our project with analysis in two aspects: supply chain and technology chain. Based on the supply chain analysis, we positioned the company's status quo as in a promising market but not in advantageous stand. Its supply chain is monopolized by limited number of customers. So, we propose that the company expand its business either upstream or downstream the supply chain. The study on the technology chain shows the company's expertise in mass production and strong R&D capabilities, which justifies the strategy of business expansion. After this propose, we tried to bring out a preliminary business plan as a roadmap for the company to enter the business of fabricating objective lens, which is one of the most value-added parts in the whole OPU production chain. In the plan, market analysis is made, design and patents, materials and equipments selections are proposed, and capacity planning and plant location are analyzed, finally a simple financial analysis is also presented.