Marketing Strategy of export-oriented, small and medium-sized companies : A case study from a successful company

• Main Authors: Ching-ju Chiang, 江青儒
• Other Authors: none
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/ks9k87

碩士 === 明道大學 === 企業高階管理碩士班 === 98 === The center of Taiwan economy is revolving around medium and small enterprises. Here are the weakness and challenge in operation：small scale operation , poor design capability , difficult to promote related manufacturing technology , lack of integrated marketing strategy by individual developing , poor marketing network , insufficient project-planning capability and so on. Those are the reasons why it isn’t easy to have business opportunities for them. Medium and small enterprises that are located in middle of Taiwan and successful in development are the main subject for investigating. Studying case by case from competitive environment in operation (five forces analysis) , combination process of product business , strategy analysis of target market in product , price、access , research and development and promoting is useful to lead in strategic framework in marketing and offer new companies marketing strategies for reference. And it brings more marketing opportunities to medium and small enterprises successfully.