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1 .Concurrent Engineering
• Understand standard points of technology and
products
• Communicate information troughs the process
• The benefits are reducing cost and decreasing
time-to-market.
• Using software program such as CAD
2.Materials Science
-often found by trail and error
-provide from aboard
-outsource specialists
-ensure quality
Manufacturing Issues
• ABTS seats are base on existing technology
Disadvantages
•The new entrant was likely to receive a relatively
small piece of the final product’s total value-
added compared to a tier-one supplier who in-
sourced ABTS technology.
•The lack of manufacturing and marketing experts
increased the technological and market risk.
How to entry?
A new entrant could try to partner with
one of the tier-one or tier-two suppliers or
with OEM and develop and market the
seat in a joint venture or through a
licensing agreement.
Advantages
•This strategy would provide the newcomer
with substantial resource and significantly
reduce technological and market risk, an
exclusive partnership with a tire-one or OEM
would limit the size of the total market for the
new entrant.
•It could leave the new entrant with less
control over its core ABTS technology and
depending on its bargaining position, with a
potentially lower margin
Dicision Time
• Elio joint venture with Bostrom Should?
• Should it partner with a tier-one or a tier-two
automotive supplier?
• กลยุททธ์ของ Elio มีความสอดคล้องไปในทางเดียวกัน
เพื่อตอบสนองความต้องการที่จะเข้าสูA่ uto market ได้
อยูางสมบ่รณ์แล้วหรือไมู ?
1. joint venture with Bostrom
Should Elio?
• Should
• ข้อดี -ทำาให้มฐี านล่กค้าเดิมของBostromอยู่แล้ว
จึงเข้าสู่ตลาดได้งาู ยขึ้น
-มีrecourses,technology และกำาลังคนคอยสนั บสนุ น ทำาให้ชูวย
ลดต้นทุน และความเสี่ยงที่อาจเกิดขึ้น
-สามารถอาศัยชื่อเสียงของBostromในการขายสินค้า
1.Should Elio joint venture with
Bostrom ?