| Summary: | 碩士 === 國立虎尾科技大學 === 經營管理研究所 === 103 === There is a total of 6,000 hectares of land in Taiwan dedicated to the farming of green bamboo shoots, generating a production value of NT$ 200 million. In fact, approx. 75% of the production areas are in northern Taiwan. Despite the assistance from the Council of Agriculture, Executive Yuan (soon to be upgraded as the Ministry of Agriculture) and farmers’ associations, the industry is still troubled with the difficulty in resources integration and selling price volatility. However, Guanmiao Cooperative of Fruits & Vegetables in Tainan has emerged as an unusual success. Its green bamboo shoots are selling to 7-Eleven in the domestic market and exporting to Japan, Singapore, New Zealand and the United States. This paper aims to make a narrative inquiry (a qualitative approach) by interviewing Mr. Chong Guo, Chairman of Guanmiao Cooperative of Fruits & Vegetables to learn about the cooperative’s management philosophy and key success factors. It is hope that other production and marketing organizations can draw a lesson from their success in green bamboo shoots.
The results suggest that the secret of success for Guanmiao Cooperative of Fruits & Vegetables is its ability to operate like a business. For example, they establish a division of labour and allocate personnel accordingly to manage and expand production for cost advantages. They also accumulate bargaining power with channels by reactive marketing. They develop the green bamboo shoots that can go to the market all the year round, in order to gain a price advantage when the supply is in shortage. They also provide incentives to employees in order to encourage efficiency and reduce staff turnovers. Meanwhile, this paper finds that large distributors tend to work with large suppliers in order to shop at one stop and reduce transaction costs. This is particularly important in Taiwan because the majority of farmers are small in scale and there are not consistent standards for agricultural produces. The suppliers with ample sources and consistent quality have absolute advantages. Finally, the insight into business opportunities, the constant drive for excellence, the entrepreneurship to embrace changes and the conscious efforts to apply management disciplines are all important factors for the transformation and success of agribusinesses.
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