Basically printer market leading companies, for example, HP, Epson, Canon, Lexmark and Xerox, have all technological core competences for inkjet printer or mono laser beam printer or color laser beam printer. With those they used to compete and help each other to share the big pie.
However there are some changes in the printer business. During last two years most of basic patents related with inkjet printing technologies were expired. There will be lots of new entrants in the market. There will be a serious markdown in inkjet printer market. How should the market leading companies do in the future? How does SEC do for the successful positioning in the inkjet printer market? On the other side high speed inkjet printers are making inroad into under 16ppm mono laser beam printer market step by step. The customers can not find any difference between two products any more. Simultaneously the emerging color laser beam printers are also making inroad into high-end mono laser beam printer market. How should SEC, one of the mono laser beam printer manufacturers, do? How can SEC take the opportunities to be a color laser beam printer manufacturer?
The methodology of this study is case analysis. This study analyzed the printer market situation and market leading company's both competitive strategy and coalition. This study found out effective recommendations for new market entrants and any companies which don't have enough technological core competences.
The results of this study will be useful for them and even the other companies in the other business on the similar situation.
