TSMA YEARBOOK 2017

2017 Yearbook

The Company

Industrial design is an INVESTMENT not a cost! It is

company INTANGIBLE ASSET. Moreover, industrial design

investment cannot be sporadic nor uncoordinated in

the company. Therefore, the industry design is not only

the responsibility of R&D department but must involve

all departments of the company especially Operations/

Administration, Accounting, Marketing and Sales.

In any case, the company needs to deal with this

commitment: to be “MARKET-DRIVEN “ or to be “MARKET-

DRIVING”. No matter in which direction, investing in

industrial design is the way that companies could achieve

success and profit.

B2B / OEM and industrial design

Even the B2B/OEM companies, whose production

depends on their clients with famous brand, must take

into account to develop industrial design and marketing.

Although B2B/OEM companies devote their mind to on-

time delivery and product quality, it is also necessary to

have the predict trend capability of consumers (end-user)

in terms of: product performance, method of use and

aesthetic characteristics. So B2B/OEM companies could

support their clients with famous brand to satisfy the

consumers (end-user) together.

Industrial design SWOT

So what are the Strengths, Weaknesses, Opportunities

or Threats (SWOT) for the company would like to utilize

industrial design? Some followed:

Strengths

• Having the acument of consumer’s needs and wishes

• Providing the added value of products / services

• Generating higher profit margins for the company

• Enhancing the brand

Weakness

• Selecting improper designer

• Lacking marketing analysis to have appropriate

product brief

• New products too advanced or unsuitable for target

consumers

• Unacceptable selling price for the consumer

• Inadequate distribution channel

• Lacking fitting promotional activities: perhaps

neglects the new communicate channel between

consumers such as blogs, social, website, and etc.

Opportunities

• Acquiring new groups of consumers

• Exporting to emerging markets

• Upgrading the value ranking of company

• Increasing brand awareness

• Protecting the products by patents and increasing the

intangible assets of the company