A Study on Business Strategy and Performance in Small and Medium Baking Industry

• Main Authors: Yu-Han Huang, 黃鈺涵
• Other Authors: Jen-Shyang Chen
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/yugc4v

碩士 === 銘傳大學 === 管理研究所 === 97 === The traditional bakeries are the representatives of the fragmented industry. In this kind of small and medium sized baking industry, every store takes possession of the market, and every store has its own product, customers, and brand images. This research studies the factors that affect the performance of a single store and the connection of strategy types and performance. This research focuses on the single stores which were opened in the Taipei city, Taipei County, and Keelung City, and finds out that most of the bakeries have different strategy types because of the product portfolio, product price, and the characters of a store. Also, this research discovers: 1. When the product portfolio is border, differential strategy will increase the non-financial performance, and cost leadership strategy will decreases the non-financial performance. 2. When the product price is low or the store type is traditional, cost leadership strategy will decreases the financial performance, and differential strategy will increases the non-financial performance. 3. When the store is close to the main road or the store type is monopoly, differential strategy will increases the non-financial performance.