An Exploration of the Marketing Strategies of the Tinplate Can Industry – A Case of Tinplate Can Company

• Main Authors: CHEN, CHIN-LUNG, 陳金龍
• Other Authors: LEE, CHIA-JUNG
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/4k73sw

碩士 === 明道大學 === 企業高階管理碩士班 === 106 === This study investigates the changes in the market environment of the tinplate can industry. The market competition facing them is much more difficult than that of peer companies. Therefore, it is worth to explore its production and development experience in the tinplate can industry. The premise of this research is to provide a better assessment of the successful business strategies of competitive advantages and sustainable operations in the tinplate can industry. The semi-structured and individual in-depth qualitative interview has been adopted by this research. Through the literature review, the marketing strategy, and the 4Cs, the 4Ps of marketing mix is developed. Besides, in this research an integrate model of SWOT analysis and Poter’s Five Forces Model has been used to develop a competitive strategy model for a business firm in tinplate can sector. The study concluded： 1. Identify of a target market and ends with the positioning of the marketing strategy. 2. Analyze the future development of the tinplate can industry. 3. It is hoped that this study can benefit tinplate can industry. Also, development of managerial lessons achieves economic growth.