Analyzing the Mature Market Leading Firm's Growth Strategy : With A Case Study on P Corporation New Freshly Brewed Coffee

• Main Author: 藍佳琪
• Other Authors: 唐瓔璋
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/07997370451652190576

碩士 === 國立交通大學 === 管理學院經營管理學程 === 100 === Taiwan’s convenience store industry matured since 2000, the number of convenience stores in 2009 than 2008 increased by 37 stores, annual sales growth rate is only 0.03%. The Convenience industry is really saturated. Meantime, the homogeneity of the various convenience stores, and product or service differentiation likely to be imitated, the leading convenience store was able to continue growing and maintain its leading position, inspired me to do the research. This study is based on Ansoff’s 「product/market expansion grid 」and the resourced-based view to discuss the firm growth strategy. The study found the leading convenience store is using product extension, market development, diversification growth strategy to develop new product or enter new market to create growth. Which freshly brewed coffee commodity for four consecutive years of 100% growth since 2007, inspired me from marketing and the resourced-based view to do in-depth analysis. P Corporation replicated International Coffee brand’s experiences and managed corporate resources and capabilities, developed this new product C cafe. Using low price disruptive strategy into freshly brewed coffee market and become the largest coffee chain store in Taiwan. And International coffee brand‘s sales were growing since 2010 as well. Two brands from High price and low price two sides to share the freshly brewed coffee market successfully. This case took good use of P Corporation’s resources and capabilities, and created synergy. In short, firms should make the best use of resources and capabilities accumulated in the past, observe the dynamic environment change and explore consumer’s needs, and analyze competitor’s strength and weakness, develop a suitable strategy, thus creating the corporate growth. Keywords: Industry Life Cycle, Growth Strategy, Replication