| Summary: | 碩士 === 東吳大學 === 企業管理學系 === 95 === This research aims to study the effective of market orientation and core competence on new product performance. In General, this is the mature industry of beverage market since there are over 500 new items are launched in total annual products. Most of beverage enterprises are keeping on developing new product to attract consumers and satisfy their versatile requirements for expending market share and maintaining sales profit.
Since the previous researches of core competent usually emphasis on production capability but lacked of study on skill and marketing ability. Thus, this research proceeded with cases study on Market orientation and Core competence skill as key viewpoints for Taiwanese chilled beverage market.
According to related records of literature, to use core competent as variables and study the effective of market orientation to prove influence level on new product performance.
Regarding to case study, this research interview with eight outstanding manufacturers in Taiwan, and in-depth interviews have been respectively conducted. The results of this research are as follows,
1. The consumer and competitive orientation have significant influence on performance of a new product. Enterprises have to build the data of any related information, which including consumer requirements, competitor analysis, communication and consumer feedback system achieve new products are acceptable in the market.
2. The marketing ability is necessary sure thing to attain a better performance on short-term profit, but don’t have significant influence on the long-term brand benefits. The small- and medium enterprises with limited resources have to find their own advantage to develop market opportunity. In this way, they might able to make constant profit.
3. The technological ability and manufacturing capability have no significant influence on performance of a new product. There is no significant effect for new product performance if the enterprises simply focus on technological skill and ignore to communicate with consumer. As a result, the manager should consider how to conduct technological and manufacture strength go through the communication with consumer. To perform the unique skill and segment various market.
4. The market orientation has significant effect base on the effect factor of core competence. To consider both two side of interior and exterior, how to use R& D technological skill and sales (marketing) ability to satisfy consumer requirement is a key point to maintain both short term and long term performance goal. Nowadays, the consumer style is change from function request to emotion demand, to value pleasure and satisfy consumer become first priority in this varied age. Enterprises have to combine the core competent and market orientation in order to create leadership brand for meeting both customer expected and value.
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