| Summary: | 碩士 === 元智大學 === 管理碩士在職專班 === 105 === With the global trend toward health in the beverage market, changes in consumers’ dietary habits and market changes as the aging population, foreign cultures, and conveniences from innovative technologies have made beverage selling not to solely target on retailers. In addition to the rising trend of functional beverages, how to promote products and services that meet consumers’ needs, analyze reasons for outdated and rising products, and find solutions to preventing decline in the beverage industry in the growing catering channels has been critical. In the face of marketing strategies and development of the rising catering market, this study, based on the current competition that the beverage industry in Taiwan faces against the catering industry, aimed to examine how the beverage industry dealt with suppliers and competitors within the industry as well as threats from beverage substitutes in light of Porter's five forces analysis. BCG Matrix was also adopted to investigate the high market share and competitiveness of each item in the target company. Changes in the external environment and their potential impacts on the company were further taken into account for the development of appropriate marketing strategies. With the current operating status that beverage products from the K Company had in the catering industry and how those products were positioned in the market, 4Ps+4C was further utilized to locate unique operating models that the K Company held in the catering channels.
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