| Summary: | 碩士 === 國立中山大學 === 企業管理學系研究所 === 101 === The timing of market entry of the enterprise is an important factor whether it has
competitive advantage or not. To enter the market at the adequent time is often the key
to success. In the past, studies on timing of entry have asserted that early entrants could
help to build lasting competitive advantages, which is so called the “first-mover
advantages”. However, in recent studies, they have proved that some late movers could
also perform quite well, or even better than those early movers in the market.
In this paper, we based on RBV theory, to discuss the core resources of the two
leading convenience stores in Taiwan: 7-ELEVEN and FamilyMart. Then we want to
interpret the late-mover and first-movers’ advantages and disadvantages, and find out
how they build their competitive advantages. Finally, we want to explore that how the
FamilyMart to stand out in this mature and stable market.
After organize the industrial background and analysis of case data, we proposes the
following important findings:
(1) There are first-mover advantages and late-mover advantages in the convenience
store industry, but they are not the only factor to become success.
(2) In addition to the choice of store location, continuous innovation is a critical
success factor in the convenience store industry.
(3) There is high product substitution in convenience store, so even if the first-mover
established the consumer preferences, the late-mover can also have a competitive
advantage by differentiated products in Imitation strategy.
(4) The market-oriented competitive action is difficult to competitors to respond in a
short time, so it is a very important issueof exclusive advantage.
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