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Shyu Fuu Industries Co., Ltd.
Michael Hicks
School of Aviation, Liberty University
BUSI 330: Principles of Marketing
Professor AnnMarie Hohman
September 18, 2023
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Shyu Fuu Industries Co., Ltd.
Shyu Fuu Industries, like any other company, have different characteristics that can have
an effect on the company. The following SWOT analysis highlights potential advantages and
disadvantages for the company.
Shyu Fuu demonstrates its strengths by learning the customer’s requirements and
specifications for the desired product and keeps them informed at every step. From planning and
design, to prototype and production, the customer is kept informed at all stages and their
feedback is imperative to modify or alter the product to meet their expectations. Having a highly
individualized experience that meets the customer’s needs while using the best materials
available and altering production based on customer feedback and production capability are all
strong points for the company.
While the company can provide custom tailored products and experiences for each
customer, some weaknesses do exist. A small workforce limits the number of simultaneous client
orders and interactions. As a company that employs 218 people (zoominfo. n.d.), this number of
employees can have a significant impact on timely completion of simultaneous orders. Sky
Threats
-Larger companies
-Illness
-Supply chain disruptions
-Market saturation
Opportunities
-Aircraft sunshade market
-Company Growth
-Mass production abilities
Strengths
-Customer focused
-Custom solutions
-High quality product
-Strong design and
production process
Weakness
-Small workforce
-Single market operation
-Privately owned
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sunshades is only in a single market, which is car sunshade design, manufacturing, and sales
(Shyu Fuu. n.d.). As a small company, it is reasonable to limit the areas of revenue generation,
but without growth in other similar markets, the company might become a less valuable asset to
potential clients. Being a privately owned company can provide some advantages, but one area
where it can create a weakness would be in funding. Publicly traded companies can offer stock
options in exchange for monetary contributions or support. Since Shyu Fuu is privately owned,
no such option exists to bolster the company’s finances, should the need arise.
Though Shyu Fuu is a small, privately owned company, there are still opportunities that
can be taken advantage of. The company prides itself on their quality control and mass
production capabilities. A different market that has exacting standards for quality and safety is
aviation. The company could expand their production of sunshades into the aviation industry. In
aviation, sunshades are normally not used while in operation, but the shades are expected to
reduce interior temperatures and assist in preserving upholstery and equipment inside the aircraft
from sun damage. Venturing into this market would require very little alteration on the
company’s part and would open an entirely new market to them which would allow the
expansion of the company not only in product line, but in physical and employee number growth
as well.
Being a smaller company, there is always the threat of being purchased by a larger
company, or worse, made obsolete and being forced to dissolve. Disruption of supply chains are
a threat to any company, but with smaller companies their orders might not be seen as the most
important because of volume ordered, and could face extended delays because the supplier
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would most likely fulfill the larger orders with higher profits first. Shyu Fuu only having one
physical place of operation can pose a major threat when it comes to health issues. If all
employees are working in the same building, it is possible for a virus or other communicable
disease to spread rapidly throughout the workforce, effectively crippling production and profits.
With so many companies producing sunshades for vehicles, there is a very real threat of the
market becoming oversaturated to the point where sales are no longer profitable.
With the introduction of the automated sunshade, it would take a heavily saturated market
and create a new area of revenue generation. While it would still be a sunshade for a vehicle, the
features of this new product would create a desire among the consumers that would likely create
a large demand, and in turn, revenue generation which would allow the growth of the company.
This product, if marketed correctly, could be the catalyst needed to propel the company to
become larger and more successful.
Shyu Fuu Industrial resides a single industry. According to Zoominfo, the North
American Industry Classification System (NAICS) has the company coded under NAICS 327 -
Nonmetallic Mineral Products (SICcode.com. n.d.). The proposed product would be categorized
in NAICS 441310 – Automotive parts and accessories stores (SICcode.com.n.d.). The industry,
according to SICcodes.com is producing a total revenue of $57,229,059,000, with an estimated
employment of 356,723 people in the U.S. alone. This new product, being customized for
different vehicles and distributed to retail stores would be an integration into a preexisting
network with a new product that offers new features to the consumer, which would make it
desirable over the standard vehicle sunshade.
The only products that would be in competition with the automated sunshade would be
the standard sunshade that is either folded when not in use or pulled to one side by hand. The
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strength of the competition is in its simplicity. A universal sunshade will fit almost any vehicle,
requires no permanent installation, and will undoubtedly be less expensive. A weakness of these
sunshades lies in their construction. Mass production of cheap sunshades will result in short
service lives and rapid degradation of the material. For a higher price, with an extended one time
installation of the product, the automated sunshade will provide a longer service life because of
the quality of material, production techniques, and no handling of the product required after
installation. While the initial investment in the automatic sunshade will be more than a standard
one in both initial install time and purchase price, it will provide hands free use of the sunshade
on demand, and will reduce the amount of time spent placing and removing the sunshade to
almost nothing. It will become a feature of the vehicle, the same as air conditioning or power
windows, all operated at the touch of a button. As for a direct substitute for the automatic
sunshade, there are none that provide the same features. The only product that provides the same
end result is a typical sunshade which is manually operated.
Shyu Fuu is already well versed in customer relations, requirements, and mass production
for sunshades. They also have stringent quality control systems in place before, during, and after
production of the product to ensure the highest quality possible for the client. With the company
having clients such as Tesla, Lexus, Hyundai, GM, VW, Kia, Honda, and Toyota (shyu-fuu.com.
n.d.), and with an annual revenue of $62,500,000, it can be assumed that the company is
financially stable, with considerable ability for growth. However, since this company is privately
owned, finding specific information regarding company direction is very limited, at best. The
introduction of this product would be geared towards the entire population of individuals and
companies that use vehicles in their daily lives. As with any product, the price point is important,
too high of a cost will limit sales and revenue, whereas a significantly lower cost could effect the
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quality of the product and the reputation of the company producing it. Pricing this product at a
reasonable point considering the added features and ease of use, I feel that most, but not all
people would be willing to spend the extra money on the product.
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References
About sky: Professional car sunshades manufacturer: Shyu Fuu Co., ltd.. Shyu Fuu Industrial
Co., Ltd. (n.d.). https://www.shyu-fuu.com.tw/aboutus.htm
Shyu Fuu Industrial - zoominfo. (n.d.). https://www.zoominfo.com/c/shyu-fuu-industrial-co-
ltd/452282317
Hierarchy of NAICS 31-32, Sec. 32. SIC & NAICS Codes (n.d.). https://siccode.com/naics-code-
hierarchy/31-33/32-paper-printing-petroleum-coal-chemical-plastics-rubber-mineral
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