Resilience in Motion: Combis Sport CEO Shares Global Strategy with NSYSU Students
As part of the Asia Pacific Business Environment course, students had the opportunity to attend an insightful guest lecture delivered by Mr. Charles Tsai, CEO of Combis Sport Co. Ltd.—a global leader in outdoor and hunting sports equipment. Organized under the guidance of Professor Ryan Brading and supported by teaching assistant Jan Filipp, the event offered students a valuable look into the real-world challenges and strategic decisions faced by a Taiwanese company operating in today’s complex global trade environment.
Charles Tsai, an accomplished executive with deep expertise in managing global business challenges, delivered an insightful lecture titled “Resilience in Motion: Combis Sport’s Strategy”. The session opened with an overview of Combis Sport’s specialized product line, featuring high-precision hunting equipment such as bows and crossbows. These products are engineered for markets with permissive regulations on recreational hunting gear.
Based in Taichung, Taiwan, Combis Sport exports over 90% of its products overseas, with the United States as its dominant market. The company is also expanding its presence in Europe and Australia, while growth in Asia remains limited due to strict regulations on long-range weaponry. To compete swiftly, Combis Sport’s strategies are:
Localized Partnerships: Establishing joint ventures in the U.S. to handle final product assembly, effectively reducing tariff exposure.
Direct-to-Consumer Expansion: Bypassing intermediaries by scaling online sales through platforms such as Amazon.
Agile Manufacturing: Implementing modular product design and flexible production workflows to cut R&D lead times and enhance responsiveness.
Students were especially engaged by Tsai’s focus on workforce resilience and global preparedness. He highlighted a forward-looking initiative known as “The Vietnam Strategy,” through which Combis Sport has developed a scalable, culturally adaptive workforce pipeline. This approach not only reinforces labor stability but also positions the company for future manufacturing expansion into ASEAN markets.
Following the presentation, students participated in a group exercise where they proposed strategic ideas to help Combis Sport expand and adapt in a rapidly shifting market. Divided into three teams, the participants tackled key topics such as enhancing sustainability by promoting bows for sporting rather than hunting purposes, reducing operational costs to buffer against trade policy shocks, and influencing consumer behavior to strengthen long-term brand equity.
After the presentation, students engaged in a dynamic group exercise aimed at generating strategic recommendations for Combis Sport’s continued growth in an evolving global landscape. Divided into three teams, participants explored key opportunities including:
Advancing sustainability by repositioning bows as sporting equipment rather than hunting tools.
Streamlining operations to mitigate the impact of trade policy disruptions.
Shaping consumer behavior to build enduring brand loyalty and equity.
The lecture wrapped up with a lively discussion on how businesses can not only withstand market disruptions but also emerge stronger by reshaping their models and redesigning operations to thrive amid uncertainty. Tsai’s case study of Combis Sport offered a timely and concrete illustration of the course’s broader themes in global business strategy, making abstract concepts immediately relevant and actionable.
Sincere thanks are extended to Mr. Charles Tsai for sharing his invaluable time and insights, to Professor Ryan Brading for organizing this impactful learning experience, and to the College of Management at National Sun Yat-sen University for its generous support in hosting the event.
Written by Jan Dariusz Filipp(Yanek)
