Abstracts
Due to an excessive number of companies in the beverage industry, there exist tremendous product differentiation and brand proliferation. Product substitutability and low unit price further lead to severe market competition. Therefore, beverage manufacturers need to constantly obtain detailed and current consumer preference and distribution information in order to enhance promotion and sales of their own products. However, through studying the charts and graphs from marketing and distribution data, there can still be areas of uncertainty and unpredictability.This study uses a case study methodology and conducts in depth interviews with experienced individuals within the beverage industry. Assessment will include their market information processsing abilities. and their participation in developing a computer map support system to increase the effectiveness of marketing and operational units within their corporations. From the interviews with marketing and operation executives, a database application and infrastructure can be used to first organize, analyzd, summarizd, and classify informational data. Then,the resultes can be stored in a database for the use by the computerized map support system. Therefore, this improves upon the system response time and avoids encountering large amoutn of data needing analysis and complex calculations. This database system also needs to be capable of comprehensive data organization and analysis in order to detect market trends and direction, assisting executives in digesting historical data. In summary, the application and utilization of the computerized map support system can be a very useful tool in helping marketing and operation executives in their strategic and decision making processes and needs. This research hopes to utilize the development of computerized mapping support system to assist domestic beverage companies in thoroughly analyzing current market operational insufficiencies. Furthermore, this system can detect strategies of other competitive brands. Through these two analyses, the company will be able to respond rapidly, appropriately and effectively. Computerized mapping support system has the further advantage of detailed statistical computations, data analysis, and early detection of minute market changes. The continued applicaton of the comptuerized mapping system will definitely assist the marketing and operation divisions to better understand market behavior, leading to the goals of achieving better productivity, higher success rate to new strategies, and overall superior competitiveness.
KEY WORDS¡GThe Beverage Industry¡BThe Comptuerized Mapping System¡B The Marketing and Operation Divisions
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0830104-122050 |
| Date | 30 August 2004 |
| Creators | Wang, Han-Chuan |
| Contributors | Iuan-yuan Lu, Ming-rea Kao, Stephen D. Tsai |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0830104-122050 |
| Rights | restricted, Copyright information available at source archive |
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