The Study of Determinants Influencing New Product of Snack Food Slotting to Supermarket Channel - The Perspective Comparison between Importers and Retailers

• Main Authors: Mei-Chu Pan, 潘美珠
• Other Authors: Chia-Hung Hsieh
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/989268

碩士 === 銘傳大學 === 管理學院高階經理碩士學程 === 103 === Since Taiwan joined the world trade organization (WTO), the degree of trade is increasingly enhanced, and imported merchandises are also getting diversified. Competition among snack food importers is thus intensified. Such severe competition caused the loss of major customers, consumer’s stronger stickiness to convenience stores, market share loss in retailing channels, higher channel slotting fees and so on. Among the above, the higher failure rate of new snack food implementation in retailing channel becomes heavy burden and managerial dilemma needed to be break out. Therefore, the objectives of this study tries to (1) explore the reason and necessity why implementing new snack food up to PXMart, (2) investigate differences of procurement strategies between two major retailing channels in Taiwan, namely PXMart and Wellcome Supermarket, and (3) discover differences of viewpoints about new snack food implementation between PXMart and domestic importers. Through the design of open interview, in addition to PXMart and Wellcome Supermarket, this study also invited relevant respondents within three domestic importers for interview. After the end of interview, this study transcribed and summarized data into research findings, thereby comparing the differences or similarities between retailers and snack food importers. Our findings suggested that, firstly, the number of retail stores has been reached to 750 in the end of 2014 for PXMart, likewise, it has several significant advantages for snack food importers such as to promote new products or increase exposures and interactions to consumers. Second, the procurement preference for PXMart mainly focuses on tastes, out lookings, price and the degree of promotion activity alignment with PXMart. Meanwhile, Wellcome Supermarket mainly concentrates on conditions such as good taste with cheaper price, and it also centers on the importer’s willingness and alignment for food promotion activities significantly. Third, PXMart procures new snack food with certain time period and specific decision-making process, and it also actively looks for something new for snack food. Likewise, importers stand in a passive way for providing new products mostly. But importers will still actively make their greatest efforts to provide new snack food for taste trail in order to enhance the chance for procurement orders. Furthermore, importers also vigorously collaborate with retailers by supporting special offers or DM marketing for newly coming snack food slotting in the retailing channels. This study not only summarize different viewpoints between retailers and importers, but enlighten several insightful implications and suggestions for increasing the successful slotting rate of snack food to retailing channels such as PXMart, Wellcome Supermarket and so on as well. Lastly, due to the exponential growth of mobile commerce and the harsh threat of “showrooming effect” to offline retailing channels, this study also offers several feasible suggestions for threat-fighting and expects to increase possible Win-Win chances or approaches for collaboration between retailing channels and snack food importers.