The Channel Operation of Ready To Eat Breakfast Cereal －A Case Study of Kellogg Asia Marketing Inc., Taiwan Branch

• Main Authors: Cheng-Sheng Liu, 劉政昇
• Other Authors: Chi-Shiun Lai
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/53471528537486229559

碩士 === 國立雲林科技大學 === 企業管理系碩士班 === 94 === In the intense competition environment of Taiwan Fast Moving Consumer Goods – FMCG, the role of channel is more and more important, as well as the channel operation is the critical of influence manufacturer or operation performance of brand merchandise. The past related study of channel operation was partial to explored in the short-term, and there are few study explored in the long-term. Therefore, this study took the success company of channel operation in the long-term as the case study, to explore how to manage each kind of marketing channel in the different stage and establish the competition advantage of company. In the market of ready to eat breakfast cereal of Taiwan, Taiwan branch of Kellogg Asia marketing Inc. has almost 20 years success experience of channel operation. In-dept interviews were employed in this study and had interviewed with 8 executives, using the result of the interview and the internal data to analysis the case for understanding the Kellogg Inc. that in the different market entry mode and different channel used what kind of success channel operation model to promote the operation performance of channel. Hopefully, can be a reference for the firm of supply consumable market. The result of this study found that: 1.Product mix of channel operation would influenced by different market entry mode. 2.Promotion mix of channel operation would influenced by different market entry mode. 3.Product mix of channel operation would influenced by different channel type. 4.Promotion mix of channel operation would influenced by different channel type. 5.In the different entry mode and channel type, provide suitable operation mode, can promote the operation performance of channel.