Using Brand-power to strengthen cohesiveness of franchisees as a strategy - A case study of 3A company

• Main Authors: Shih-Chi Lee, 李世琪
• Other Authors: none
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/81671119930665595450

碩士 === 國立臺灣科技大學 === 企業管理系 === 101 === Taiwanese entrepreneurs had once created an economic miracle through manufacturing industry, the transformation of thinking mode and the related adjustment on competition strategy will be the juncture of creating another economic miracle. The huge market of the People’s Republic of China(China) undoubtedly will be a great opportunity for Taiwanese entrepreneurs to gain results in transformation and growth of their current business. Most of the Taiwanese entrepreneurs would choose China as their stepping stone in developing global scale business or goes global, mostly due to the advantage in cutting down the costs, however, there are still some companies who choose to expands new business unit in China by implementing different business strategy. The comparatively early begins of the service industry in Taiwan had brought the Taiwanese entrepreneurs advantages in several aspects, such as resources, technics, management and operation skills, in addition of the cultural and language commonality between Taiwan and China, makes China the best choice for Taiwanese entrepreneurs in expanding global scale business. However, due to the huge scale of China market, gaining strategic advantages by implementing strategies which fits the current market most had become the most important issue for expanding and managing a business in China. This research had used 3A company, a Taiwanese entrepreneur which is founded in People’s Republic of China, as an example to discuss about how service industry could expand current market in China by expanding marketing channel and creating brand power, hoping that it could provide a reference for other entrepreneurs who wish to gain access into China’s market. This research had been using theories, such as「Strategy Matrix Analysis」, 「Brand Positioning Analysis」, 「Value Chain Analysis」, 「Business Model Analysis」and so on, in order to figure out directions for following questions, such as the effective strategy in strengthen the willingness to cooperate between franchisees, the effective ways of transmitting the brand philosophy to the franchisees, and the effective ways in maintaining consistency of brand image and philosophy between parent company and franchisees under the business model which combines both channel brand power and fashion boutiques. The rapid expansion of the 3A company could be said as a result of the accelerated market opening in China. However, by knowing the differences of consumption preferences between China market and Taiwanese market, implementing the management knowledge in integrating supply channel, and leading the brand to rapid expansion, Roy the CEO of 3A company had successfully find out the brand position of 3A company and leading the company to their mission in becoming a platform of stylish living style for the Chinese society. After analyzing the strategy of 3A company which includes multiple brands, suppliers, and franchisee channel system, we suggests that the 3A company should focus on providing value to their customers in the future and strengthen three aspects in their business strategy which included: 1. becoming the strategic partner with franchisees and join them in expanding market and designing creative marketing strategy, 2. upgrade the DDC system into a development center which could provide the Chinese society a high quality functional living style, 3. making the 3A company a well-known globalized brand but not only a well-known localized brand. We believed that the 3A company will soon facing a harsh competition environment comes from global market, but not only the market in China. By strengthening the strategic aspects we had mentioned above, we believed that the 3A company will be able to survive in the incoming global-scale competition and become a benchmark Taiwanese entrepreneur who had successfully united their franchisees by brand value in the current industry.