||In the past two decades, the roller skating movement has become more prevalent in European and American countries. The well-known roller skating brands are manufactured in Europe and the United States and exported to various countries. The purchase price is still high. Latest years, the performance of the roller skating sports in the Asian region has been outstanding. The brands have also gone to China to find OEM cooperation to expand the Asian market.|
A case of A company established its own brand through technical cooperation with Taiwan. Through the roller skating industry, can expand the business scale and promote Chinese brand products to the international market. This study examines the resource advantages and gaps of the case companies through resource-based theories. It also uses the research methods of participation observation to further explore the gaps in management and other competing companies, and to provide relevant improvement programs and recommendations.
The research found the A company has a among of competitive advantages such as product patents and core technologies. it can surpass the potential development of European and American brands. However, the internal organizational structure is not perfect, And the company's organizational capabilities and personal capabilities are insufficient. and without the external long-term development strategies for planning have become unable to develop more rapidly in China and across international markets, thus providing the following recommendations to case company:
1. Improve employee professionalism and hire industry-related professional managers.
2. Market segmentation, increase product sales model and expand overall market layout
3.Increase participation in industrial activity, increased advertising channel
Based on the above findings, it is hoped that the case company will be given the direction of review improvement.
Key: Resource based theory, strategic management, market segmentation, organizational capabilities, international markets