Exploring the Growth Strategy of Kaohsiung's Mullet Roe Processing Firms: An Ansoff's Matrix Perspective

• Main Authors: Ming-Hsiang Hsueh, 薛名翔
• Other Authors: Cheng-Lung Li
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/6eq37b

碩士 === 崑山科技大學 === 企業管理研究所 === 103 === The study is to explore the business growth and strategic management of four mullet processing enterprises in Kaohsiung by employing Yin’s (1996) qualitative case study. It tends to discover how these firms to face globalization and develop effective strategies for business growth in the very traditional local business with geographic boundary. The study conducts "Structure-Conduct-Performance (SCP)" framework for research model. First, the study investigated the business environment viewed as a Structure by using SWOT analysis, PEST analysis - Politic, Economic, Social , Technology (Technological), and Porter’s five forces industry analysis to identify the firms’ competitive advantages and business opportunity; Second, it examined firms’ strategic behaviors viewed as Conduct by applying Ansoff’s Product/Market Matrix; Finally the study inspected firms’ performance. The results show that the case A of mullet processing company only adopted market penetration strategies in terms of lower price to do business. The B company has been continuously developing new products with high quality and expanding to new market where Japanese customers are filled with. The owner of company C insists using wild mullet only so as to be limited to new customer development. The D company developed a diversification strategy by establishing mullet sightseeing factory to provide people with the knowledge of ocean education and environmental pollution. This study suggests that the growth in the four companies in the development process, with the changes in the business environment must take appropriate strategic response. For those small and medium enterprises in the mullet processing industry should be establishing strategic alliances in terms of exchange of technology and experience, so as to upgrade the industry to foreign markets. At the same time, Official government (Agriculture, Fisheries, local government) should play a leader role to integrate those mullet processing enterprises and academic institutes (ocean or food science) together to develop high value-added industries mullet products and generate relevant cultural and creative business. With increasing ocean pollution, and the mainland fishermen’s culling and malicious mischief, today market is flooded with poor quality mullets. How to educate consumers to identify genuine mullet and further understand its economic and cultural values should be an important issue for industry and government. The study results provide valuable reference for related industries.