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研究生:張惠琳
研究生(外文):Chang, Marlene
論文名稱:惠普科技策略管理研究─個人電腦事業群
論文名稱(外文):Strategy Management Analysis of Hewlett Packard -on Personal System Group Organization
指導教授:蔡政憲蔡政憲引用關係
指導教授(外文):Tsai, Jason
學位類別:碩士
校院名稱:國立政治大學
系所名稱:國際經營管理英語碩士學位學程(IMBA)
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
畢業學年度:102
語文別:英文
論文頁數:70
中文關鍵詞:行銷策略sales &; marketing strategy研發部門策略R&;D department strategyHewlett-Packard組織tablet個人電腦事業群
外文關鍵詞:sales &; marketing strategyR&;D department strategyHewlett-Packard organizationtabletPersonal System Group Organization
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Hewlett-Packard was the leader of computer for many years but losing its core-competence recent years, this thesis is trying to study the root cause internally based on the strategy management perspective. From external marketing environment to internal functional level analysis to support the key reason on Hewlett-Packard strategy management issues.
In the competitive market of computer industry, We can see the old companions like Dell and Sony are no longer as profitable as they were used to be, Dell has gone off market since 2013, and Sony announced they will leave the PC market. In this thesis, we divide chapters into functional level strategy and business level strategy to demonstrate how HP is cope with current trend and what decisions have been made.
Hewlett-Packard is gradually losing its competitive strength due to several reasons. For instance, R&;D design products with less innovation but cost-oriented, marketing do not position product as premium product in the market, and supply chain controls inventory less efficiently.
1. Introduction 9
1.1. Hewlett-Packard Company History 9
1.2. Porter Five Force for computer Industry 11
1.3. Hewlett-Packard Segments 14
1.4. SWOT Analysis 18
2. Functional-Level Strategy 24
2.1. Sales and Marketing 24
2.2. Research &;Design 28
2.3. Supply Chain 32
2.4. Information System 41
2.5. Human Resources 44
2.6. Functional Level- Conclusion 49
3. Business Level Strategy 51
3.1. Develop Strategy Based on Market Trend 51
3.2. Product Positioning 57
3.3. Product Proliferation 60
3.4. Pricing 61
3.5. Ability to Manage Inventory and Mitigate Risk 62
3.6. Obstacles in Making Change 67
4. Conclusion 69
1. Betz, Frederick (1997). Managing Technological Innovation. New York, NY : John Wiley &; Sons, INC
2. Doyle, Peter (1994). Marketing Management &; Strategy. Englewood Cliff, NJ : Prentice Hall
3. Zhang, Qingyu (2007). E-Supply Chain Technologies And Management. Hershey, PA : Information Science Reference
4. Hill, Charles W.L. &; Jones, Gareth R. (2008). Strategy Management Theory. Mason, OH : South-Western Cengage Learning
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