Study About Strategy Management Of Epson Printer

IT industry is changing very fast. As China’s economic development and people’s purchasing power increased by leaps and bounds printer sales, competition is increasingly fierce. How can we come to the fore in the competition? How can we ensure that the enterprise development in the right direction, not to lose our direction? How can we guarantee that companies keep the competitive edge and the No. one position? People of this industry is very concerned about the issue.Seiko Epson Corporation, the predecessor of the production is based on Seiko watches, has gradually developed into a large multinational company after many years of exploration. There are three major business groups in Epson now:Information products (including printer), Electronic components, Precision instruments. Epson (China) Co., Ltd. is established in1998and has upgraded to be one of4regional headquarters in the world. It is responsible for all business in China now. Printer business is one of most important product in its information products group. Epson printer product line has three kinds of models:dot printers, laser printers and ink-jet printers.Epson dot printer keeps the No. one marketing share for10years, up to45%; Epson ink-jet printer’s marketing share is about30%. Epson, HP and Canon are top three brands in the ink-jet printer market. Epson does not have a strong competitive advantage in laser market since it does not grasp the core technology of laser machines. Under this case, Epson mainly focus on high-end laser market such as models with network and color printing function.This dissertation is aimed to give some proposals about product development strategy of Epson printers based on study about Epson printers’core competitiveness, external and internal environment. According to relevant analysis about Epson dot and ink-jet printers market competition conditions, this article gives some suggestion about Epson’s product development strategy and the methods to carry out these strategies in order to maintain Epson’s competitive edge. It uses the following tools:Five-force model, SWOT model, Differentiated strategy, Patent strategy, Brand strategy and the theory of value innovation etc..