| Summary: | 碩士 === 元智大學 === 管理碩士在職專班 === 103 === Taiwan is surrounded by sea, gifted with abundant sea resources. Seafood has been played an important role in Taiwanese food consumption. However, as Taiwan society developed over the years, the pace of life has increased, provoking the Taiwanese people to shift demand from traditional fresh seafood to delivered prepared frozen seafood.
Frozen seafood is becoming more common amongst Taiwan market, the same as its growing influence to people’s livelihood. Frozen seafood industry is growing in Taiwan, but the case studies on sales strategy analysis on Frozen Seafood are quite limited, hence, brings the intention to do case study on a seafood company. The analysis on the key factors of success of this seafood company will give the industry insights and references for setting sales strategy. At the same time, through this analysis, suggestions to this company will also be provided.
This research shows that Taiwan frozen seafood businesses should carry out the following measures to strengthen sales strategy: brand promotion and internationalization, product differentiation, export expansion, electronic commerce and home delivery, service innovation, value added enhancement, and product localization In regards to laws and regulations , the government should enforce food safety measures and inspections to establish consumer confidence, to support Taiwan seafood’s export sales to the global. At the same time, the government should also guide the companies to enhance their processing capability to better retain the seafood taste and lengthen the expiry date, so that Taiwan’s frozen seafood industry can move to the next level.
|
|---|
