Hyflux: Strategy and Technology
Technology Strategy of a Firm
Case Study: Hyflux
Company Profile
Founded in 1989 by CEO, Ms. Olivia Lum, Hyflux’s initial business activities revolved around providing water treatment through purchase of traditional membrane technology(MT) from other companies. However through intensive research and development (R&D), Hyflux moved to designing, manufacturing and selling its own membranes. Today Hyflux is considered a leading regional player in the water treatment industry and ranked by Forbes Global Magazine as the World’s 200 Best Small Company in 2002.
Hyflux Strategy
Hyflux’s vision is ‘to be a world leading water treatment company.’ [1] Hyflux developed a 3 pronged approach to achieve its mission. This overarching modus operandi is done through the means of differentiation through in-house development of superior MT, global expansion by venturing into different markets where profitable and through key alliances which buttress the overall strategy.
From this approach, they formulated a business strategy of Differentiation leadership for their products and an Incrementalist approach towards expansion policy. Technology strategy concurrently plays a key cornerstone role in the entire business strategy by providing its core strength of MT.
Business Strategy
Differentiation Leadership
According to Mr. Freddy Soon, Senior Vice President of Hyflux, a strategy of differentiation is used to separate themselves from the ‘pretenders.’
First Mover Advantages
To differentiate, Hyflux quickly identified MT and purified water as a ‘sunrise’ industry as it is an important commodity for both industrial and public use. Locally, its early analysis gave Hyflux the first mover advantage in which it seized the opportunity and became the leader industry.
Quality and Customer savings
Hyflux aims to enhance the quality, features and the deliverability of its products to differentiate itself. By focusing on process applications, attention to precision, quality control and
Case Study: Hyflux
Company Profile
Founded in 1989 by CEO, Ms. Olivia Lum, Hyflux’s initial business activities revolved around providing water treatment through purchase of traditional membrane technology(MT) from other companies. However through intensive research and development (R&D), Hyflux moved to designing, manufacturing and selling its own membranes. Today Hyflux is considered a leading regional player in the water treatment industry and ranked by Forbes Global Magazine as the World’s 200 Best Small Company in 2002.
Hyflux Strategy
Hyflux’s vision is ‘to be a world leading water treatment company.’ [1] Hyflux developed a 3 pronged approach to achieve its mission. This overarching modus operandi is done through the means of differentiation through in-house development of superior MT, global expansion by venturing into different markets where profitable and through key alliances which buttress the overall strategy.
From this approach, they formulated a business strategy of Differentiation leadership for their products and an Incrementalist approach towards expansion policy. Technology strategy concurrently plays a key cornerstone role in the entire business strategy by providing its core strength of MT.
Business Strategy
Differentiation Leadership
According to Mr. Freddy Soon, Senior Vice President of Hyflux, a strategy of differentiation is used to separate themselves from the ‘pretenders.’
First Mover Advantages
To differentiate, Hyflux quickly identified MT and purified water as a ‘sunrise’ industry as it is an important commodity for both industrial and public use. Locally, its early analysis gave Hyflux the first mover advantage in which it seized the opportunity and became the leader industry.
Quality and Customer savings
Hyflux aims to enhance the quality, features and the deliverability of its products to differentiate itself. By focusing on process applications, attention to precision, quality control and