This thesis is aimed on analysis of external and internal environment of the monitored company. The aim is to find out the competitive position in the market, the financial situation and assessment of ability and resources to draw. The results of analysis can help to appoint the current position of the company, the opportunity to make a strategy and suggestion for a future expansion.

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I will look at what impact big data have had on the managerial strategic decisions in the food and beverage industry. This in order to understand the complexity and theory of organizational strategic management, an effort to define the contemporary strategic theory into a holistic conceptual model is done through a literature review on organizational strategy. This literature explicitly proposes four distinctly different types of strategies that management need to consider in the organizational context. Namely, long-term strategy, internal business strategy, external corporate strategy, and competitive strategy. The study analyzed the food and beverage industry over a decade (2005-2014), where the three of the largest actors in the industry were selected, Nestlé S.A, PepsiCo Inc, and Unilever. The choice of method was content analysis, where three structured categorization matrixes were developed which each analyzed parts of the annual reports. The study propose the role of big data as a strategic tool for managerial decision from a theoretical standpoint. The content analysis show that hypothesis 1, could be confirmed, big data have an impact on all the proposed four managerial strategic decisions. Second hypothesis could not be confirmed, since decentralization does only occur for one of the organizations, but increased external environment turbulence could be concluded for the industry in general. The third hypothesis could be confirmed, which show that there is an increase in individualization due to increased customer involvement and demand. The analysis discovered three distinct time periods during the last decade, namely pre- economic instability period (2005-2007), economic instability period (2008-2011) and finally the post-paradigm period (2012-2014). Where the year 2011 was the most turbulent in terms of economy and technology for the industry. The study clearly show that customers are now involved in the production process, customers are co-creators of the products. There is now a two-way communication and increased social responsibility awareness. This study shows that the old traditional approach of looking at markets in order to position yourself to stay competitive are obsolete as this study predicted. customers demand to be a part of the organizational culture. This conclude that big data is an important tool for all strategic managerial decisions.

本研究的問題意識為「為什麼國家體制有時無法成功消弭社會運動的風潮？」為了處理這個問題意識，本文採取一個「策略-關係」途徑的研究方法，並假設「社會運動若能於特定結構之下運用得宜的策略，即能持續生存發展」。因此，本研究探討台灣民主化過程之下一種特殊型態的「指向國家核心的社會運動」，分別是「反核四抗爭運動」以及「紅衫軍反貪腐倒扁運動」。 在本研究的第二章與第四章內容分別描述了這兩個特殊的社會運動興起背景以及台灣民主化的進程；而在本研究的第三章與第五章內容則分別討論這兩個社會運動採取的外部策略與策略互動。研究發現，「反核四抗爭運動」是以一種「以國家為槓桿」的外部策略；而「紅衫軍反貪腐倒扁運動」則採取一種「以大眾媒體為槓桿」的外部策略，這兩個案例在台灣民主化的不同階段之下分別成功形塑了「指向國家核心的社會運動」，共同見證了台灣民主化發展的獨特經驗，因此具有相當程度之指標性意義。 / The original research conscious of this study is” Why state machine sometimes can’t terminate social movement successfully?” In order to face this research conscious, the research adopt” strategic-relational approach”, and assume “If social movement could use suitable strategy in particular structure, the social movement could be exist and develop”. For the reason, this study wants to treat a special type of social movement, and we called social movements with “point at state core”. this study further select two social movements with “point at state core” in Taiwan’s Democratization:”Anti-fourth nuclear power plant movement” and ”Anti-corruption depose-Chen Campaign”. In Chapter 2 and chapter 4, we describe the background of social movement and democratic development in Taiwan; In Chapter 3 and chapter 5, we discuss external strategy and the interaction of the two social movement cases. This research discoveries that Anti-fourth nuclear power plant movement uses the external strategy of “as state as leverage”. On the other side, Anti-corruption depose-Chen Campaign uses the external strategy of “as mass media as leverage”. Finally, this study believes that the two social movements with “point at state core” play an important role in Taiwan’s Democratization.