The Study on Marketing Strategy for Edible Oils－A Case Study of A Company

• Main Authors: Kwok-Tsai Huang, 黃國材
• Other Authors: 吳明昌
• Format: Others
• Language: zh-TW
• Published: 2004
• Online Access: http://ndltd.ncl.edu.tw/handle/51109129448759721538

碩士 === 國立屏東科技大學 === 食品科學系 === 92 === This aritcle is a case study about the marketing strategy in the edible oil industy. Soybean oil is the most important material in Taiwan food oil market. In the past time, most of research discussed on food processing and nutrition, only a few thesis concerned about the management in the edile oil industy. Thus, we use “Deep Interviewing” method to study the important value chain activities in this case company’s producing process. Besides, we discussed the marketing strategy in the edible oil company to find the case company’s competition advantage. This company is the biggest edible oil producing company in Taiwan. It’s marketing strategies are: 1. Sepearating their market in industrial use and house use; 2. Locating the product as a “healthy-oriented product.” After analyzing, the study find that A company’s competition advantage are good marketing and selling technology, and good at controlling channels.