The competitive strategy of health food – take nutritional supplements as an example

• Main Authors: Kuo-Wei Chen, 陳國瑋
• Other Authors: 龔尚智
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/57218187889772223369

碩士 === 輔仁大學 === 科技管理學程碩士在職專班 === 94 === Recent years, many traditional food and pharmaceutical companies in Taiwan are benefit from their existing multi-field advantages diversifying into health food business. Taiwan health food industry is yet launched. The purpose of this research is to study the actual state, development trend, consumer behavior, and competitive strategy of health food industry. To achieve this goal, the health food company specialized in special nourishment is chosen as an example for detail analysis to draw up the business development competitive strategy of this industry. The methods used for this study, first of all, is to structure the fundamental theory by collected, reviewed, analyzed, integrated and concluded the domestic and overseas references related to health food, consumer behavior, as well as competitive strategy. Then three companies, who are the world leads in special nourishment business, are selected as case studies. A template questionnaire with ten questions is designed for interviewing three high rank managers. Their company mission, core value, vision, structure, product development strategy, marketing strategy, product market positioning, performance evaluation, factors for a successful product, elements affect consumer behavior are asked and documented. After careful comparison and analysis, this research finds that enterprise usually considers its self-capability, and is affected by consumer behavior to formulate different competitive strategy at different product life cycle to maintain constant competitive advantage. Result from this research could be the foundation provides helpful suggestions for health food companies in Taiwan when decided further expand or address them to this business. It also contributes to the scheming of their competitive strategy, to enhance their competitiveness when facing future market competition.