Strategies for Sustainable Development
Chroma is involved in the distribution of an assortment of electronic products and our operations mainly focus on the design, assembly, manufacture, sales, maintenance, calibration and distribution of products in fields including software and hardware for computers and peripheral equipment, automated test systems, precision measurement instruments, signal generators, power supplies, and telecommunication power supplies. Our services also include the trading of new materials, as well as design, manufacture and installation of module assembly systems.
With new products constantly being launched on the market, it is essential for Chroma to keep expanding our product portfolio and technical capacity while working with top-tier partners to strengthen R&D and retain our leading edge. In addition, because of the recent relocation of many industries, the emergence of imitation products onto the market has caused our products and the products of our subsidiaries to suffer in terms of sales volume due to price competition from knock-offs. To maintain the competitive advantages of our products, we have committed significant human resources to the task of patent application and the preservation of our brand value. Following our promotion of production automation, we will focus on the integration of testing instruments and automation equipment so that we can maintain that critical edge so important to the instrument industry.
With new products constantly being launched on the market, it is essential for Chroma to keep expanding our product portfolio and technical capacity while working with top-tier partners to strengthen R&D and retain our leading edge. In addition, because of the recent relocation of many industries, the emergence of imitation products onto the market has caused our products and the products of our subsidiaries to suffer in terms of sales volume due to price competition from knock-offs. To maintain the competitive advantages of our products, we have committed significant human resources to the task of patent application and the preservation of our brand value. Following our promotion of production automation, we will focus on the integration of testing instruments and automation equipment so that we can maintain that critical edge so important to the instrument industry.
Long-term businessdevelopment plan
Our long-term goal is “to develop globally leading products as a world-class enterprise” and it is this vision that drives us towards continuous growth. We believe that globally leading products incorporate the three fundamental qualities of “precision”,“reliability”, and“uniqueness”and that is exactly what we deliver to our customers with our value-adding test solutions for various electronic technology industries. To become a world-class enterprise, we need to focus on three specific aspects of development: innovative technology, “Chroma” brand and globalization. Therefore, Chroma invests heavily and devotes many resources to research and development every year to sustain its leading key technologies and highly integrated capabilities in the optical, mechanical, electronic, temperature control and software fields, to retain our competitive advantages and achieve sustainable business operations.
1
Marketing plan
The wide international spread of professional talent has led to the expansion of manufacturing bases in the IT industry. To provide our customers with services of the best quality, we have been actively building marketing networks through overseas subsidiaries and by increasing the number of our overseas agents and distributors. Our Taiwanese parent company has been investing in Southeast Asia over the past few years, establishing sales sites in Southeast Asia through a subsidiary in Singapore and supporting various activities, we expect to generate substantial revenue in the region.
We are comprehensively promoting products of our own brands. Through the marketing networks, we also seek strategic alliances with internationally well-known brands for the agency and distribution of specialized equipment, with the aim of enhancing overall resource efficiency.
We are comprehensively promoting products of our own brands. Through the marketing networks, we also seek strategic alliances with internationally well-known brands for the agency and distribution of specialized equipment, with the aim of enhancing overall resource efficiency.
2
Human resources plan
For a long time already, the objective of Chroma has been the development of niche products. This is technology-intensive and requires the continuous cultivation of professional talent and strengthening of employee education and training. We have established knowledge management platforms and learning databases for employees to rapidly learn professional techniques by the sharing of resources. This has effectively enhanced the quality of our manpower and reduced the time needed for learning.
3
Product development plan
Chroma’s product development strategy involves the delivery of high added-value products and services with innovative technology to satisfy the needs of our customers while staying abreast of the latest developments in the sector. In addition to developing testing products for semiconductors and 5G-related developments, we will also focus on modular instruments, system integration and diversified automated customized products. Rising labor costs and an escalating shortage of manpower, have raised the need for smart networks and industrial automation. Therefore, our long-term plan for product development envisages investment in testing equipment for smart network system products and automated equipment. In addition, we will also engage in the integration of the upstream and downstream and seek mergers or acquisitions to create opportunities for the establishment of our product lines.
Short-term businessdevelopment plan
1
Stay abreast of all new demands for products “not made in China”
The ongoing trade war between the US and China has affected strategic thinking about global deployment in the manufacturing industries. Many of these have relocated from China in search of new production sites. The demand for new capital equipment has now become a fundamental sales target for Chroma. We will be actively coordinating our production and acquisition of new products that have been adopted by top-tier customers as the precursor of our technological development and the bulk of overall development at Chroma.
2
Accelerate the development of advanced semiconductor manufacturing, AIoT, 5G communication test solutions
The massive growth of investments involved in the acquisition of advanced semiconductor processing equipment, has caused many equipment manufacturers to lock onto this market. However, the barrier of entry is incredibly high for this sector, which is why Chroma has included the development of equipment for semiconductor related processes as a central component of product development since the start. In light of the extensive fields of potential applications that we expect to see from the emergence of AIoT and 5G technologies in recent years, active development of relevant equipment for these sectors has been a key developmental target for Chroma over the last few years.
Chroma ranked in the Top 35 Best Taiwan Global Brands in 2019. This distinction was the result of the Taiwan global brand value survey conducted as a part of the“Branding Taiwan Development Project” promoted by the Industrial Development Bureau. The survey was done by the renowned global brand consultancy Interbrand in collaboration with the Taiwan Institute of Economic Research. Similar as for the Global Top 100 Brands, the brand evaluation system involves quantitative financial and brand analyses as an important indicator of the presence of Taiwanese enterprise brands on international markets. Interbrand has selected Chroma as a leading brand in the domestic market of Taiwan as well as the global market.
We distribute our products worldwide under our original“Chroma” brand and offer relevant measurement and intelligent automation turnkey solutions to ensure the performance and quality of our customers’ products. In the face of changes in the market and the sector, Chroma’s emphasis on brand creativity has remained consistent and the Company invests substantial resources in R&D each year to maintain our lead in the market. We have been actively integrating emerging technologies in response to the latest market trends, such as AIoT and 5G application testing. Chroma has also been collaborating with academia in the joint development of specific professional domains in an effort to extend business opportunities. We have broken free from conventional thinking and resorted to diverse, interdisciplinary deployment to achieve excellent brand synergy.
With regards to brand promotion, Chroma has chosen to focus on internal communication as the first step to help all employees appreciate our brand vision of“developing globally leading products as a world-class enterprise”, this will enable us to develop precise, reliable and unique test and intelligent automation solutions. For external promotions: in addition to taking part in activities in specific professional domains and digital marketing events, we have been actively managing our social networking platform for the sake of engaging our brand TA in more effective communication and interaction.
Chroma is firmly based in Taiwan, but has set its eyes on the rest of the world, with locations spread across Europe, the US, Japan, Korea, China and Southeast Asia. We will continue to adhere to the Chroma vision and spirit and fulfill the commitment to our brand. We have earned the trust of our customers, significantly boosted the value of the Chroma brand and brought a Taiwanese brand onto the international stage.
Chroma ranked in the Top 35 Best Taiwan Global Brands in 2019. This distinction was the result of the Taiwan global brand value survey conducted as a part of the“Branding Taiwan Development Project” promoted by the Industrial Development Bureau. The survey was done by the renowned global brand consultancy Interbrand in collaboration with the Taiwan Institute of Economic Research. Similar as for the Global Top 100 Brands, the brand evaluation system involves quantitative financial and brand analyses as an important indicator of the presence of Taiwanese enterprise brands on international markets. Interbrand has selected Chroma as a leading brand in the domestic market of Taiwan as well as the global market.
We distribute our products worldwide under our original“Chroma” brand and offer relevant measurement and intelligent automation turnkey solutions to ensure the performance and quality of our customers’ products. In the face of changes in the market and the sector, Chroma’s emphasis on brand creativity has remained consistent and the Company invests substantial resources in R&D each year to maintain our lead in the market. We have been actively integrating emerging technologies in response to the latest market trends, such as AIoT and 5G application testing. Chroma has also been collaborating with academia in the joint development of specific professional domains in an effort to extend business opportunities. We have broken free from conventional thinking and resorted to diverse, interdisciplinary deployment to achieve excellent brand synergy.
With regards to brand promotion, Chroma has chosen to focus on internal communication as the first step to help all employees appreciate our brand vision of“developing globally leading products as a world-class enterprise”, this will enable us to develop precise, reliable and unique test and intelligent automation solutions. For external promotions: in addition to taking part in activities in specific professional domains and digital marketing events, we have been actively managing our social networking platform for the sake of engaging our brand TA in more effective communication and interaction.
Chroma is firmly based in Taiwan, but has set its eyes on the rest of the world, with locations spread across Europe, the US, Japan, Korea, China and Southeast Asia. We will continue to adhere to the Chroma vision and spirit and fulfill the commitment to our brand. We have earned the trust of our customers, significantly boosted the value of the Chroma brand and brought a Taiwanese brand onto the international stage.
In response to the UN SDGs 2030, Chroma conducted assessment of the risks and opportunities the operations in our value chains may face in accordance with the “SDGs Compass”. We have included current and future impact, both positive and negative, in a prediction of the outlook for our operational goals. Using the 17 SDGs as reference, we have identified those that are relevant to Chroma as our targets and vision for sustainable development strategy.
Chroma’s achievements for 2019 that correspond to the UN Sustainable Development Goals (SDGs).
Year | The UN SDG | Material issues of relevance to Chroma | Achievements | Corresponding chapter |
|---|---|---|---|---|
2019 |  Good Health and Well-being | - Community engagement development | We have continued to care for underprivileged groups to facilitate a healthy society. | 2019 - CH5 Social Engagement |
2019 |  Quality Education | - Talent cultivation | We have continued to collaborate with colleges and universities with the aim of cultivating more talents for the industry. | 2019 - CH3 Employee Care |
2019 |  Gender Equality | - Labor-management relations | The company fully implemented gender equality | 2019 - CH3 Employee Care |
2019 |  Affordable and Clean Energy | - Energy management | Reduced the consumption of energy and other resources through optimized energy management, and cooperated with green energy business operators to jointly develop the green energy industry. | 2019 - CH2 Environmental Protection |
2019 |  Decent Work and Economic Growth | - Corporate governance | Provided a good working environment and a | 2019 - CH1 Corporate Governance Performance |
2019 |  Sustainable Cities and Communities | - Customer relationship management | Appreciated customer and government needs and policies, actively developed and innovated | 2019 - CH2 Environmental Protection |
2019 |  Climate Action | - ‧Energy saving, carbon reduction | Optimized the manufacturing process, gradually replaced with energy-saving equipment, | 2019 - CH2 Environmental Protection |
2019 |  Peace and Justice Strong Institutions | - Community engagement development | Implemented ideas for sustainable development in society and caring for the underprivileged, | 2019 - CH5 Social Engagement |
2019 |  Partnerships to Achieve the Goals | - Community engagement development | Reinforced the relationship for sustainable development with business partners. | 2019 - CH5 Social Engagement |
