An Analysis of Competitive Advantage in Taiwan Flower Production and Marketing Groups

• Main Authors: Jannifer Yu-Jan Ruan, 阮毓娟
• Other Authors: Anthony Yie-Lang Chan
• Format: Others
• Language: zh-TW
• Published: 1999
• Online Access: http://ndltd.ncl.edu.tw/handle/17664265284501079154

碩士 === 國立中興大學 === 農業經濟學系 === 87 === Abstracts To pursuit the comparative advantage is very important for firm''s sustainability in the dynamic business environment. The purpose of this paper is to analyze the competitive advantage in Flower Production and Marketing Groups. For this realizing goal, we first use five competitive powers to analyze the opportunities and threats of environmental conditions faced by Flower Production and Marketing Groups. Then, we use the concepts of cost-drivers and drives-of-uniqueness to analyze the strategies of cost-leadership and differentiation in primary and support activities (value-chain activities). Finally, we use five management strategies to find the main influence sources of competitive advantage. The conclusions of this study are listed as follow： A. Human Management： Many Flower Production and Marketing Groups have opportunities to enhance their competitive advantage by education and training. And they have to improve the communication in experience and information. B. Production Management： Regarding the technique in production, this study finds that the seasonal adjustment, harvesting and packing operation have positive effects in competitive advantage. And they have to enlarge the investment in R&D activities, especially in seed breeding, seasonal adjustment and packing operation. C. Marketing Management： Almost most flowers had sell to consumer through wholesale markets and wholesaler. But for reducing the marketing margins, they can use direct marketing to increase their revenue. And they can make a contracts with export agency to create foreign markets. D. Financial Management： Almost all Flower Production and Marketing Groups have provided their financial statements, but they have not being used to analyze their financial conditions carefully. Therefore, they should try to enhance their analyses of financial statements. E. Informational Management： Many Flower Production and Marketing Groups had sought to collect the necessary information about technology, cost, price and market. But due to the limitations of analytical tools, they can not utilize their capabilities fully. So, they should invest more in their computerization and improving their informational manipulation, especially need to search and use more information about flower.