The study of strategic marketing framework: The business model of L company chocolate products in Taiwan

• Main Authors: Chia-Lung Lin, 林佳蓉
• Other Authors: Chia-Hung Hsieh
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/11094131708767308453

碩士 === 銘傳大學 === 管理學院高階經理碩士學程 === 103 === Into the 21st century, Taiwan’ snacks? comprehensively occurs a changes for unprecedented and rapid condition in the consumer industry. On 2005, May., since L brand be launched into the snack of Taiwan market which became the first-time to be in a competitive environment, if any company would like to have a part of market shares, then to establish a long-term promotion with a competitive advantage, in addition, to develop constant and innovate products which maintains the long-term sales for original product, in order to catch with each sight. Due to the rapidly changing and the modern environment with a highly competitive market. Except upgrading its own brand, but also hope to get more competitive advantage strategically in the fierce market. Meanwhile, in order to expend into emerging business patterns path with rapidly development, (eg: convenience stores, hypermarket, supermarkets, drug stores and conventional distributors, etc.). When the distributer faces the crisis in business, then L Company must make a comprehensive understanding in order to re- adjust their direction and re-define a new market positioning into the marking. Owning to the many attributes with L Company, with a difference of snack industry attributes a diversified manufacturer. This study aims to investigate only L company’ chocolate products to enter into Taiwan market via the marketing strategy analysis and management, to understand weather allows some of distributors to buy the regular chocolate. Through an in-depth and objective analysis to explore and provide a positive direction by 4C application of a framework of strategy marketing.