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Tongwei: Specialization or Integration
內容大綱
Tongwei Co. Ltd., founded in 1995, initially focused on producing and selling aquaculture and livestock feed. In 2006, the company entered the photovoltaic (PV) new energy industry. Since then, it has consistently maintained leading production volumes in high-purity silicon and solar cell modules. Tongwei adopted a specialized, decentralized, and differentiated development model, concentrating on three key segments of the PV industry chain. In early 2023, facing increasing competition and a growing trend towards industry integration, Tongwei considered whether to fully integrate its industry chain, pursue partial integration, or continue with its specialization strategy.
學習目標
This case is suitable for both undergraduate- and graduate-level courses (in business administration, business executive administration, and executive education programs) in operations management, supply chain management, marketing, and strategic management, especially in sections focusing on supply chain vertical integration and decentralization. It is also valuable for classes on strategic decision-making, operational optimization, and supply chain management. Through case analysis and assignment questions, students will be able to do the following: <ul><li>Master relevant theoretical frameworks and tools for market environment analysis</li><li>Identify opportunities and challenges in the PV industry</li><li>Understand vertical integration, including pros and cons compared to specialization</li><li>Comprehend motivations driving companies to pursue vertical integration</li><li>Evaluate alternative models for Tongwei’s ongoing growth</li></ul>