A Research of the Multi-level Marketing Operating for Example Strategy-Take the President Natural Company

• Main Author: 蔡順福
• Other Authors: 吳昇曄
• Format: Others
• Language: zh-TW
• Published: 2003
• Online Access: http://ndltd.ncl.edu.tw/handle/19654018315159503670

碩士 === 義守大學 === 管理科學研究所 === 91 === This study, based on the literature on competition strategies and marketing strategies, analyzed the thinking principles that pyramid selling industries can use when they formulate and implement competition strategies, and, using President Natural Co. as the case, investigated the types and characteristics of competition strategies used by pyramid selling industries. The competition positioning was established in conformity to the operating resources in terms of quality and quantity a pyramid selling industry has. This study conducted in-depth interviews of President Natural Co. to understand the current operation of this company, and extracted eight major items of influence from the quality and quantity operating resources, i.e., quality items (scope of business, cost rate, quality of personnel) and quantity items (number of members, business volume, percentage of full-time personnel, marketing and promotions, knowledge of laws and regulations). Through this dimension, four competition types were framed: leadership type, challenge type, profit-based type, and follower type. By using this method, President Natural Co. can define the competition positioning for itself so as to establish appropriate competition strategies and marketing strategies. Marketing strategies were generally described with relation to market segmentation, market goal, and market positioning. With respect to the products of 4P (product, price, places and promotion), the growth and share matrix of Boston Consulting Group MATRIX was used to analyze the market share rate and share growth rate of the products of President Natural Co. The findings can be used by the company in formulating its product strategies in the future. Finally this study, based on the findings, puts forth suggestions to be used by President Natural Co. in formulating its marketing strategies in the future so that it can do well in “marketing” and “selling” in a better defined direction and effectively open the market and operate its business.