碩士 / 國立政治大學 / 經營管理碩士學程(EMBA) / 99 / Aquaculture industry changing into ocean farming in order to function as an important protein sources for human beings in the future has been surely admitted while natural environment is facing natural resources depletion problem. Meanwhile the amount of aquaculture seafood has already surpassed the natural fishing amount in global total fishing scope. This resulted in speeding up the changing.
Vietnam seafood export with total value over 5 billion US dollars has become an important export item in year 2011. The aquaculture industry has become a complete seafood integration value chain by starting from hatchery to culture, feed industry, and to seafood processing. Vietnam’s geographical location and natural environment encourage the development of aquaculture industry, which attracts many local and international companies to penetrate into this market. As a result, severe competition is unavoidable.
This dissertation studies the development of case company as an axis. Analysis and compare the competitor behaviors to make a comprehensive survey of the strategies and history of development in aquaculture industry of Vietnam. Also will discuss the marketing strategies among the main players, which also indicates the differences and effectiveness of price strategy VS quality strategy and its result in consumer selection and market influence which eventually facilitate the growth and decline situation between the new comer market attackers and exist market defenders in Vietnam.
The changes of competition situation within Vietnam’s aquaculture feed market also indicates that either to identify and select the correct customer to offer the product value or to develop a niche product which are above customers’ expectation shall be a top issue in all the times.
In the end, the possible challenges and the chances for the case company and the competitor strategies will be discussed. And for the worldwide scale, Branding issue will also take into consideration briefly as a future topic of the case company.
| Identifer | oai:union.ndltd.org:TW/099NCCU5388058 |
| Creators | 劉宜松 |
| Contributors | 洪順慶 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 77 |
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