Mutual Fund business had been developed in Taiwan for more than 35 years. It has 39 securities investment trust companies in the industry. The total fund size of onshore fund had reached to NT$6.05 trillion as the end of 2019.
The market structure had also changed during these 10 years, equity fund’s market share declined while as bond fund & ETF’s market share increased a lot. As the industry became mature these days, the market competition is also getting higher. Under competitive environment, securities investment companies all face the same problem with how to gain market share. Therefore, in the thesis is going to use A Company as a case to analyze the strategy of future development.
Retirement Planning, private equity fund and ETFs are the main strategies of A Company in future development path. Three strategies will also combine with its strength about financial research ability and well trained sales and customer service team that makes products can follow the market trend and satisfy customer needs. Therefore, these strategies can attract different kinds of customers and also enhance their competitiveness under this environment.

1. Introduction 1
1.1. Introduction of Mutual Funds 1
1.2. Introduction of Securities Investment Trust Industry in Taiwan 1
1.3. Future development in the securities investment trust industry In Taiwan 4
2. Core Competitiveness Analysis of A Company 5
2.1. Introduction of A company 5
2.1.1. Mission Statement 5
2.1.2. Market Position 5
2.1.3. Management Culture 6
2.2. Value Chain Analysis 8
2.2.1. Primary Activities 8
2.2.1.1. Research and Product Development 8
2.2.1.2. Mutual Fund Products 8
2.2.1.3. Marketing and Sales 10
2.2.1.4. Service 10
2.2.2. Support Activities 10
2.2.2.1. Firm Infrastructure 10
2.2.2.2. Human Resource Management 10
2.2.2.3. Technology Development 12
2.2.2.4. Procurement 13
3. Development Opportunity of A Company 15
3.1. Retirement Planning 15
3.1.1. Taiwan Government Pension Plan 16
3.1.2. Retirement Plan- Upgraded Regular Saving Plan 17
3.1.3. Porter’s Five Force Analysis of A Company’s Retirement Plan 20
3.1.3.1. Threat of New Entrants 20
3.1.3.2. Threat of Substitutes 20
3.1.3.3. Bargaining Power of Buyers 21
3.1.3.4. Bargaining Power of Suppliers 21
3.1.3.5. Competitive rivalry 21
3.2. Private Equity Fund for High Net Worth Customers 22
3.2.1. Understanding the Customers Need 24
3.2.2. New Product Line - Private Equity Funds 27
3.2.3. SWOT Analysis of A Company for Private Equity Funds 28
3.2.3.1. Strength 28
3.2.3.2. Weakness 29
3.2.3.3. Opportunity 29
3.2.3.4. Threats 30
3.3. ETFs 31
3.3.1. Development of ETF in Taiwan 31
3.3.2. Development path of A Company’s ETF Product 33
3.3.3. Competitive Advantage Analysis of A Company in ETFs 35
4. Conclusion 38
Reference 39

[1] Securities Investment Trust & Consulting Association https://www.sitca.org.tw/
[2] Taiwan Statistical Data Book 2019, published by National Development Council
[3]「Taiwan HNWI (high net worth individuals) wealth management research report」, published by CTBC Bank & PwC, 2020
[4]「Taiwan Private Equity White Paper」, published by Deloitte & Taiwan M&A and Private Equity Council, 2019
[5] 黃昭棠 & 黃議玄 & 李政儒,「債券ETF與外匯ETF發展現況」,證券暨期貨月刊第三十六卷第五期published by Securities and Future Bureau, May 16th, 2018
[6] Hills & Schilling & Jones,「Strategic Management Theory & Cases 12 edition」, pp.96, 2017