Competitive Strategy of FMCG Industry in Taiwan：A Case Study of P&;G

• Main Authors: Chu-Ya Hsu, 許竹雅
• Other Authors: Tseng, Cher-Hung
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/64119798084485308475

碩士 === 國立中山大學 === 企業管理學系研究所 === 101 === According to the survey of Taiwan Cosmetics Industry Association, the main leading brands among beauty industry in Taiwan nowadays are mostly multinational enterprises. Those enterprises consist of L''Oréal, P&;G, Unilever, Estée Lauder and Shiseido, which dominant the market trend and consumer preferences. SK-II had low visibility when first merged from MAX Factor.However, after years of hard work and effort, it turned out to be the most well-known premium skin care product in Taiwan. Its overall arrangement of strategies and critical success factor are indeed fascinating, and is a worth-learning model for latecomers. Therefore, P&;G is set as the case study subject in this research, followed by an in depth analysis focusing on its competitive strategy in Taiwan. The purpose of this study is to analyze the competitive strategy of FMCG industry in Taiwan. In behalf of that, this research starts with an integral analysis upon the general situation of both worldwide and Taiwan in the FMCG industry, as well as the recent operations of P&;G. A case study followed after, in a method of collecting secondary data and interviewing a key person. Targeting on operations, strategic positioning, value chain and their respective activities, the case is illustrated based on a competitive environment view, aiming to induct the overall operating strategies and competitive advantages of P&;G. An arranged SWOT analysis is presented so as to do the continuing survey and evaluation upon its strategic positioning. This research concludes that, aside from the fast-growing beauty industry, its outstanding R&;D ability, impeccable quality, integral system and policy, all linked up with the trend-following strategy perfectly. This enables P&;G to continue on innovating, differentiating and strengthening competitive advantage.