Analyses of Relationship between Small and Medium-Sized Food Enterprises and Distributors and Brand Perception in Consumers-The Case of Chung Hsiang Foods, Co.
Date Issued
2015
Date
2015
Author(s)
Lee, Tsung-Hsien
Abstract
Food industry is facing an inevitable challenge since the globalization has brought the world’s markets into one big arena. Under the pressure of both domestic and foreign competition, native Taiwanese food enterprises must come up with relevant strategies to win this game. Chung Hsiang Foods Ind. Ltd., a native Taiwanese medium sized confectionary enterprise, has established its reputation long turn steady business management style. However, even though Chung Hsiang’s products have been widely accepted by Taiwanese and can be found in every major FMCG channel, some problems have emerged in the past few years, such as the drop of sales revenue and market share. Chung Hsiang starts to wonder if this result comes from the passive strategy that the company has continuously adopted. Under the circumstances, this research overlooks Chung Hsiang’s current management strategy and business model. The in-depth interview with present distributors and consumer market survey are also conducted to collect information. In conclusion, this research has three major suggestions to Chung Hsiang’s management team. The suggestions consist of increasing the brand awareness via application of auditory marketing strategy, improving customer service and advance utilization of enterprise resource planning (EPR) system, and elevating product capability through development of potential products with health claims and enhance appearance design of products.
Subjects
Chung Hsiang Foods
Distribution channel
In-depth interview
Auditory marketing strategy
Brand awareness
Type
thesis
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