| Printed circuit board (PCB) is a key connection part of electronic products after it was invented in the middle of 20th century. PCB technology improvements promote widespread use of electronic products in daily life by make its self been smaller and thinner. It also devote on continuous development of social and economic.With the modulization times of electronics industry coming, PCB manufacture, as a independent industry, gradual shift from Europe, United States to Asia from the beginning of this century. PCB enterprises in Japan, Korea, Chinese Taiwan and Chinese Hong Kong seized the opportunity and got rapid development. Now Asia lead world's PCB industry. At same time, China became the world largest PCB manufacturer by surpassing Japan in 2006.Company H is specializing in multi-layer circuit board production.It established production bases in Chinese Yangtze River Delta region in 2002. It grow very fast with rapidly grow of laptops demand at the first several years. Its production scale keep expanding and been the leading enterprises with 43% market share on laptops PCB in 2010. In recent years, however, the economic growth is very slow, electronics industry shift westward gradually. PCB industry is being overcapacity on the way of pursuiting scale economy. Company H's order shrink rapidly, its capacity utilization is insufficient and profit decreased or even losses even with diversification strategy.This paper based on modulization times, take H company as an example to analysis competitive strategy choice by using PEST, Porter's five forces model, SWOT model, value chain theory etc. Centralize and overall cost leadership strategy will help H company to get rid of now adverse situation. At same time, sub-factory product centralization and reduction of overall cost on each department will be considered as a series of strategy implements. Proposed priorities and strategy implementations will also be given in final summary stage. |
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