| Summary: | 碩士 === 國立臺灣科技大學 === 管理研究所 === 91 === The subject of this report is a case study of business strategies for imported wine. The research was made to discuss about the business models, competitive strategies and the key successful factors of fragmented industries like imported wine business. Business strategies used by different importers are being studied as references.
This report has also included relative theories with its main structure based on an analysis of competition in such industry. supported by the competitive strategies and resource-based theories. In discussing about each case, I first analyzed the industry''s position by using Porter''s Five Forces theory. Then I also made an analysis on the industry''s internal and external situation using Aldag and Stearn''s SWOT scrutinizing the various competitive strategies used and their advantages. From facts gathered therein, it then produces a clear picture of the obstacles and difficulties that existed in such fragmented industry.
Conclusions of this report showed that the key successful factors of this business are the development of professional knowhow. identification of a clear market position, and controlling of distribution channels. The size of investment is also a very important factor.
For fragmented businesses like importing of wine, strategies have to base on "focus" and "differentiation". Apart from being responsive, fast, and creating of awareness, new products must constantly be introduced to maintain the competitive edge. Importers have to be aware of the changes of the trend and consumer behaviors at any time, able to satisfy needs of different segments of consumers, and create differentiation by offering of outstanding products and services. The ability of being responsive to the ever-changing market environment, followed by plans and strategies to be implemented accordingly are effective means to achieve maximized success of the industry''s business goals.
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