A Study of Business Strategies in Mature Industry-Case of Instant Noodles Industry in Taiwan

• Main Authors: Shin-Pin Chen, 陳世斌
• Other Authors: Pei-Chi Peggy Chen
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/51640381967770216017

碩士 === 東海大學 === 食品科學系 === 94 === 【Abstract】 This study aims to study the Taiwanese instant noodles industry. The main purpose of this study is to explore the influence on the market characteristics when the market joined the World Trade Organization and the new manufacturer enters the market; and when the industry entered the mature stage. This study also tries to examine and analyze the business strategies adopted by firms under these influences. Base on the theory of the mature industry and the theory of industrial organization, the SCP Paradigm was used to construct the interviewing questionnaire in order to study the behavior of Taiwan instant noodles manufacturers, after analyzing firms’ general conducts and behavior, two individual firm with representative characteristics were chose to be case study objects and a deep interview was conducted in order to further investigate and understand manufacturer business strategy, major findings of the study can be summarized as follows: 1. After experiencing the substitution of new products, and the strong competition from import goods when Taiwan joined the World Trade Organization, nowadays, The Taiwan’s instant noodle industry still conformed to be an industry with a lot of characteristics of a maturing industry. 2. Cost Reduction strategies are a common strategy adopted by the manufacturers. 3. The firm will use branding policy to sustain their market segment. 4. The firm will actively develop new products, however, the importance of old products tend to increase. 5. When the merchant is facing the industry maturity, the corporate tends to return their corporate core competence, and affect the resources investment. 6. The entry of new firm only has slightly influence on leading firms in terms of market share and position. Suggestions for Taiwanese Instant Noodle Industry as well as other firms in the maturing industry stage are drawn as follows: 1. The firms within the instant noodles industry may affiliate to expanded industry scale; and the internationalization as well as developing the virtual marketing channel through the internet are also strategies that may increase their competitiveness. 2. In facing the maturing industry, it’s suggested that manufacturers should return corporate core competence, reduce cost, moderately develop the new products, manage its’ own brand and maintain the market price order. Keyword：Mature Industry、Instant Noodles、SCP Paradigm、Business Strategy