碩士 / 淡江大學 / 企業管理學系碩士在職專班 / 97 / This study focuses on the Taiwan beer market. Firstly, the SWOT Analysis is utilized for analysis of the strengths, weaknesses, opportunities and threats of the beer product manufactured by the two brewers; i.e., the Taiwan Tobacco and Liquor Corporation and Heineken Taiwan. Secondly, this study discusses the competition strategy adopted by the said two brewers. In addition, the channel strategy and promotion activity strategy of the two companies are also analyzed. Finally, this study compares and identifies the differences in the prize for promotion activities and the free gift offered by the two brewers. The major objectives of this study are as follows:(1) Conducting SWOT Analysis in order to discuss about the strengths, weaknesses, opportunities and threats of Taiwan Beer and Heineken Beer; (2) Discussing about the competition strategy of Taiwan Beer and Heineken Beer; (3) Comparing the differences in channel strategy adopted by Taiwan Beer and Heineken Beer; (4) Comparing the differences in promotion activity strategy adopted by Taiwan Beer and Heineken Beer and (5) Discussing about the differences in the prize for promotion activities which are held on Taiwan Beer and Heineken Beer’s channel, and the differences in the free gift offered by the two beers.
After reviewing lots of related articles, analyzing the secondary data, and inducting the in-depth interview, some important findings as below: 1. With respect to the competition strategy adopted in domestic beer market, Taiwan Tobacco and Liquor Corporation adopts cost leadership strategy and differentiation strategy, while Heineken adopts focus differentiation strategy and differentiation strategy.2. In regards to the differences of the promotion activities of Taiwan Beer and Heineken Beer, Heineken Beer owns a complete yearly promotion plan, Taiwan Beer lacks overall promotion plan. Besides, Heineken’s promotion activities concentrate in summer, while Taiwan Beer has promotion activities in each season.
| Identifer | oai:union.ndltd.org:TW/097TKU05121025 |
| Date | January 2009 |
| Creators | Hung-Cheng Huang, 黃鴻呈 |
| Contributors | 王居卿 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 134 |
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