| Summary: | 碩士 === 國立臺灣科技大學 === 管理學院MBA === 98 === As chain stores have its characteristics, such as unchanged or stable human, time and logistic cost or resources, therefore, many of chain stores owners consider expanding wider business or market according to their existing resources like customer or supplier base after several years of operation. However, even though diversification is a strategy for business to survive or develop; it does not mean that the way of diversification could lead to success, especially in different field. There are many factors and risks need to be taken into consideration, such as “could the new business model fit its original company?” or “how to develop new mission statement?”
A case study of K Optical Co., Ltd. provides a better point of view on the process of diversification by using Management Control System (MCS) perspective and in-depth interview. This study shows how the idea be conveyed to retail sales units so that they would accept and promote new products; meanwhile, this study also observe the attitudes toward diversification among them, which is to find out possible phenomenon or problems and to provide a suggestion.
This study found that there are six dilemmas between the company and its retail sales units for the new series of products: (1) different cognitive in the new series of products, (2) different consumer buying behavior, (3) incentive bonus is not an inspiring way, (4) the external audit system can not enhance the product promotion, (5) retail sales units may ignore its turnover setting by the company and (6) lack of adequate marketing resources. Based on sufficient evidence, this study provides several specific suggestions to the company for reference.
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