Gold-Joint: The Strategy of Geo-synthetics Industry in Public Construction Market in Taiwan
This case mainly discussed the business strategy of Gold-Joint in public construction market in Taiwan. The geo-synthetics materials are textiles products which were applied to geo-construction. Since the global environment protection has become an urgent issue, the international market has grown rapidly in recent years. When Gold-Joint first entered the geo-synthetics market, the Taiwanese market was not matured at that time. Therefore, Gold-Joint started its business from entering into the international market, particularly the markets in developed countries, where Gold-Joint learned the know-how in product manufacturing and certification. While returning back to Taiwanese market, Gold-Joint transferred its capabilities that were accumulated and learned from the operations in those matured international markets. In Taiwan, there are key stakeholders in the public construction market, including governments, designers, consultants, construction companies, construction supervisors, suppliers, equipment manufacturers, and academics. By managing various needs of different stakeholders, Gold-Joint has become the leading company in this industry with more than 70% of the market share in Taiwan. However, Gold-Joint has encountered with challenges such as intensive competition in both local market and international market. How to maintain its competitive advantages in order to cope with the intensive competition is an important issue in the future.