Abstract
No matter what kind of industry or product, in general, it would be like the nature through the process of incubating, breeding, growing/developing, getting stronger and mature, aged, declined, then end of life. The environment of the world economy and industry situation has been rapidly altered since 2008. The market demand is not growing as we expected; substituted technology and product is rolling-out one after another. Although we’ve done our best to make the incremental innovation in current product line-up, we have been attacked by competitors’ price attack. Taking projector as an example, it has been mainly used for corporate and education. After technology continuous improved for decades, no matter light source - UHP lamp, or key component Micro-display, they all have reached a level of mature. Coretronic Front Projection Business Group is famous for its engineering capability and complete qualification system. Nowadays, we’re challenged by competitors in an “asymmetric” manner which is, competitors focusing on the main stream and entry model segment; approaching brand name customer with lower price and grabbing business from us. The characteristic of main stream and entry model segment is representing “volume”. As soon as we lost the volume base, we encountered less efficiency in factory and that is our Achilles tendon. This kind of competition scenario is on and on repeated in the industry, however, once I was one of them, how could I lead the team to cope with the fierce competition. Therefore, I would like to study the strategy of competition in this paper.