Optimal Strategy for the Smartphone Industry in Taiwan

Abstract

Smartphone development has opened the door to many future business opportunities. Many smartphone manufacturers in Taiwan have received orders from large international companies (mainly as OEMs or ODMs), while only few manufacturers have developed their own brands. If the authors can provide these enterprises with an effective decision-making strategy, they will be able to make the best decisions in time. The purpose of this paper is to take critical success factors (CSFs) and the existing internal capabilities of an enterprise in an external environment into account to build an operational model guide that enterprise in its decision making process. This study combined the Delphi method and the analytic network process (ANP) model to construct a decision model, calculate the weighting of every criterion and sub-criterion, and determine the optimal decision-making strategy in the smartphone industry. Then, the authors chose the HTC Corporation as a case study. The results showed that the development trend of the smartphone industry was the integration of mobile phones. The strategy of excellent functions strategy is the optimal strategy for the implementation of the alternatives.