| Summary: | 碩士 === 國立交通大學 === 管理學院資訊管理學程 === 100 === In recent years, chain stores of recreation shoes have developed unique marketing models and obtained benefit from scale economy, which leads to numerous amount of small and uncompetitive retailers closed. Furthermore, the uncertain future of the world economy also causes downtrend of consuming willing. However, the case A company has just celebrated for its 25th anniversary, although it is under this kind of terrible situation.
This research hopes to understand the management strategies of case A company, with following study steps : (A)Analysis the competitive situation of the retailer industry of recreation shoes by using PORTER’s five forces model. (B)Analysis the competitive advantages and disadvantages of the case A company with SWOT analysis and marketing 4P models, and make a SWOT matrix. (C)Interview with internal employees and external customers. (D)Revise the SWOT matrix based on the cross-compared results.
The study conclusion including: (1) The industry market is under the situation that the bigger the stronger, which increases difficulties for smaller companies to survive. (2) The ability of supplier management of A company is insufficient. (3) The ability of enterprise integration management of A company is insufficient. (4) The quality of customer service is recognized by customers. Finally, the study also provides three suggestions to improve the competitive shortages of A company.
|
|---|
