A Case Study of the Business Strategy on the Airline Catering service

• Main Authors: CHIA-TUNG TSUI, 崔家棟
• Other Authors: Day-Yang Liu
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/77558s

碩士 === 國立臺灣科技大學 === 管理研究所 === 99 === In this paper, case study method to explore the empty kitchen industry since 1996 to date, how to use core resources to continue in the Catering and stable development of the market, and further in the meal market to create a group of white, another piece of business strategy. The study concluded that the case company in the past 15 years of business development, and its gradually develop its own core resources, but also become an important core competencies, the company was able to empty the kitchen industry sit tight in the lead, but also can respond quickly to environmental changes led firms into the ground food market, following the company's long-established core competencies: the team of 200 professional chefs, ISO22000 of the international certification, protection of galleys industrial licensing, systematic management, bonded warehouses, self-management. Cases, companies continue to communicate through various training programs to enrich and enhance their core talents and skills to ensure a sustainable competitive advantage can, while knowledge management database by the establishment, together with complementary information systems, enterprise knowledge sharing, communication, enhance operational efficiency and staff expertise. Case's strategy through the white four-frame structure of the business model to a new business model at this stage of gestation. To achieve the new customer value proposition, that is through direct sales to customers, to provide aviation safety and food quality and high standards of hygiene products to the general consumer market floor restaurant and enjoy the low cost, high quality and delicious food and beverage service. Company, through its key resource: 200 professional chefs, ISO22000 international certification, high quality plant and equipment of galleys, and key processes: the ability to carry out by professional chefs and full use of alternative ingredients, through the existing plant and equipment, the use of production of aviation The remaining capacity restaurants, catering services in the output of other ground support; and with three profit formula: price-quality balance, low and high input costs, additional resource utilization to perform. Through its core in the effective use of resources, the formation of the company's strong core competitiveness. The simultaneous development strategy by white, a step toward the ground catering market. In addition, two direct shore, the overall result of cross-strait direct flights brought the company to create another revenue line Catering market vitality, but also the company moving in the ground white, food and beverage market developments, to consolidate its existing Catering market development.