| Summary: | 碩士 === 國立政治大學 === 經營管理碩士學程(EMBA) === 107 === Taiwan high-mountain tea has well-known throughout the world. The alpine tea industry has sprouted since 1980, which has driven fashion of tasting Taiwan tea. Its mellow and sweet, rich and clear mountain taste has created wonderful and fruitful flavour for gluttons as well as trends to pursue. Moreover, drinking high-grade tea is also considered to be an explicit representation of good taste and high-social class identity. Behind this phenomenon, some greedy providers would mix low-price, low-quality or imported tea with Taiwanese high-quality production to fraud on chaotic tea market. With endless problems such as imported mixed tea, pesticide residue, asymmetrical information, and low entry barriers, the tea market has been in chaos in a long time and consumers have been lost their faith to the market. Thus the industry has stagnated. High quality with unique flavour Taiwan high-mountain tea is a treasure for the world. How can we be more competitive to meet consumers’ high expectations as well as to create bigger and wider international markets?
Sun Tea of Top Quality Co., Ltd. has devote to produce and sale high quality Taiwan alpine tea for nearly 30 years. This study focus on exploring how the company developed, its strategies and advantages of competitiveness. By adopting Michael E. Porter’s five forces analysis, this study investigate the current situation and ecosystem issues of Taiwan high-mountain tea industry, to analyze what make the industry competitive. Moreover, regarding to the Sun Tea of Top Quality Co., Ltd., this research uses Albert S. Humphrey’s SWOT analysis to explore the company’s competitive advantages and distinguished uniqueness for sustainability.
According to the analysis of this study, the main competitive advantage of Sun Tea of Top Quality Co., Ltd. is to construct a high barrier of the safety test strategy. In addition, the company owns key technologies of differentiated unique products in the high-end tea market of Taiwan alpine tea. Action in advance and continuous progress and innovation, have made an excellent brand image of safety and top quality for Sun Tea of Top Quality Co., Ltd. The company has earned great trust from High-end tea consumers.
The sustainable strategy of Sun Tea of Top Quality Co., Ltd. is to stand with consumers, safety first. Moreover, they take tea farms management and promoting the right ideas in serious considerations. With higher consumers’ consciousness, the whole industry will be forced to progress. All these actions are for making a better industry development and to create a triple wins situation for consumers, vendors and the ecological environment. The company wish to see a higher reputation of boutique Taiwan high-mountain tea recognized by local as well as international markets. Let Taiwan tea rock the world.
Keywords: Taiwan high-mountain tea, food safety test, differentiation strategy, SWOT analysis, sustainable management
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