Entering a mature market to achieve initial success study for a new branded product, as an example by taking the flavor syrup market in Taiwan.

• Main Authors: Hsu, Che Cheng, 許哲誠
• Other Authors: Yu, Chwo Ming
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/gk28up

碩士 === 國立政治大學 === 經營管理碩士學程(EMBA) === 102 === Entering a mature market to achieve initial success and get long- term steady earnings growth is a challenge for a new branded product. Taking the flavor syrup market in Taiwan as an example, this study examines how a firm introduces a new brand in this market. The firm first assessed its core competencies and recognized the potential of the flavor syrup product as its first trial to introduce its first branded products. Drawing from the thoughts of the resources based view and marketing mix, the researcher adopted a case study approach to conduct the study. After analyzing the flavored syrups market in Taiwan, competitors (including Monin syrup from France, Da Vinci Gourmet Food from the US and Mao-lin Inc., a local firm), and the operating results of the first year brand (i.e., S-BRAND syrup) a preliminary results were derived. Intensive internal discussion of the results, coupled with the strengths and weaknesses of the firm as well as the future environmental trends, strategies to tackle the wholesalers and marketing mix to promote their S-Brand syrup are then proposed, with the aim to ensure future success of the brand. The recommendations to foster a healthy development of the industry are also proposed, namely, to form an industrial union to clearly define the product categories, to set up health and safety inspection standards and criteria for grading certifications, and to add B2C business model to expand market size.