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Taiwan ranks world #5 in the plastics and rubber machinery producer and world #4 in the plastics and rubber machinery exporter. The industry plays a decisive role in Taiwan's export value. Plastic machinery is categorized into the industrial machinery, mainly used in all kinds of plastic products production, depending on the advantage of plastics industrial chain, as well as the competitiveness of electronics industry, plastic injection molding machine in which to play an important role, and grow fast with these industries.
Although there is an increasing demand for Plastic Injection Molding Machines market, the Taiwan players, however, are suffering from the competition of China and Japan. This has made Taiwan players downward for the past 2 years. How Taiwanese companies could grow through mutual competition, is now a serious lesson. Case A- company is a new entrant in the plastic injection molding machine market, being the first one to develop a new generation of mechanical specifications, specifications effectiveness has caught up with the Japanese injection molding machine, quality and technology is also ahead of other competitors, however, it is difficult for A company expand the business because there is no success stories in which customers can trust.
This paper is a case study of A-Company, comparing with the competitors B-Company and C-Company in the plastic injection molding machine market environment, analyzing the core competence and differences between the 3 company's strengths. Firstly, the research uses porter’s five forces analysis to understand the environment of the injection molding machine market. Secondly, doing the analysis of customer purchase decisions, discussing the main factors to satisfy customer value, Finally, using strategic marketing 4C framework, doing the analysis and comparison of A-Company and B, C-Company's Cost of Utility, Cost of Information Search, Cost of Moral Hazard, and the Cost of Asset Specific, identifying B,C-Company's weakness and A-Company’s strength, proposing A-Company for a marketing strategies as well as specific practices. I expect that these suggestions could help A-Company as well as make a healthy competition in the industry, along with a well-established industrial environment.
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