The competitiveness strategy of small size firm in fluid milkindustry in taiwan - a case study

• Main Authors: Tse-Min, Lin, 林澤民
• Other Authors: Jer-San Hu
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/02950075636790013692

碩士 === 輔仁大學 === 企業管理學系管理學碩士班 === 99 === Most of large food companying would conduct forward integration of sales systems of industry chains that may secure the advantages of stable sales channels, internalization of external transactions and quick access to the consumer information. However, not every food manufacturer has enough capability to conduct such integration. So how those food manufacturers who have not integrated the resources develop an appropriate strategy is the issue they study tries to explore. The thesis adopts case study method in which a manufacturer who is not able to control the marketing channels. Firstly, we collect the industry and the manufacturer-related literature and information with data collection method to preliminarily understand the background and related information about dairy industry. After initial interpretation of collected information, the in-depth interviews were conducted to contrast and confirm. By doing so, it is hoped that we could precisely describe the current situation and competitive edges of entire industry and from which we could find out important elements against competitors for the case company. The research found that even at the vulnerable situation in the industry, the case company adhered to good quality, commits to establish the good image of brand, strengthen the R & D capability and make excellent use of flexible marketing strategies that the company has a place in the industry. The company has found an scale of operation that is suitable for their own conditions. Based on the scale, the company plans the strategy, make good use of existing resources, cooperate with the parent company and seek for any possibility for profitability. Such actions help them find out a way to sustainable operation in a keenly competitive environment even at the vulnerable.