碩士 / 東海大學 / 國際貿易學系 / 92 / As the per capita income and nutritious concern are rising, the consumption of dairy products is increasing. The output value and quantity of shipment are rising year by year, which is representative of the fresh milk industry growing up gradually. However, the Concentration Ratio of the industry is quite high. The three of leading brands revealed some market power and they invest in the distribution for increasing products’ liquidity. As a result, many small milk plants face the crisis of operation.
This thesis adopts the case study methodology, the Tung-hai University Range and Farm Milk Plant is chosen as the target case. Using Expert Interview to realize the internal environment and to analysis Porter’s four dimensions of the determinants of success in distinct business: initial conditions, managerial choices, drivers, and activities/value system. Following by SWOT analysis to draw up three kind of strategic plan: vertical alliance, brand licensing, and parallel alliance strategy.
Finally, this thesis propose that:
1.Vertical alliance and brand licensing strategy are much
easier to reach for small scale of Tung-hai University Range and Farm Milk Plant.
2.Compare vertical alliance with brand licensing strategy, vertical alliance is much easier to reach for small scale of Tung-hai University Range and Farm Milk Plant.
3.Adopting market orientation, emphasizing on the interaction of the customers and the connection of distributors.
4.Streamlining the organization and increasing the efficiency.
5.The decision maker should keep the open mind to assess any possible business strategies.
| Identifer | oai:union.ndltd.org:TW/092THU00323004 |
| Date | January 2004 |
| Creators | 張簡伊晴 |
| Contributors | 李明煌 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 91 |
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