| Summary: | 碩士 === 義守大學 === 管理研究所碩士班 === 94 === The air conditioning industry is an important livelihood industry fulfilling the needs of the living quality of modern people. It is a part of office buildings, department stores, hypermarkets, government agencies, and private residences. When it is hot, we feel uncomfortable and work inefficiently in the absence of air conditioning. It is especially true in Taiwan which has a subtropical insular climate. The rapid growth of the economy and social wealth over the past few decades not only boosted the demand of air conditioning but also created market conditions favorable for the development of the air conditioning industry.
Based on the demands, there are 3 major product markets in the industry: central air conditioner, Packaged Air Conditioner, and window-type air conditioner. The central air conditioner type is primarily used in factories, office buildings and hypermarkets; the Packaged Air Conditioner type in restaurants and stores; and the window type is for general families. The development of individual markets is correlated to economic prosperity and the market structure of the industry whose competition is always keen in Taiwan. The competition becomes keener when more competitors entered the market over the past 2 decades or so.
This study investigated the operating and marketing strategies of a foreign company (hereinafter referred to as "Company A"), which has entered the market for over 2 decades, including the subsequent changes and reasons of changes. In addition to a historical analysis of Company A with its first-hand sales data and internal documents, the twists and turns of the company were surveyed through in-depth interviews. According to the theories relating to marketing strategy, SWOT analysis, client relationship management, and operating performance, though Company A feels the influences of changes in the environment, it understands its strength pretty well and thus posits itself at the central plant air conditioning market to keep the company going.
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