The Studies of Marketing Strategy in Taiwan’sPineapple Cake Industry-A Case of SunnyHills Company

• Main Authors: Cheng-Ping Pai, 白正平
• Other Authors: 林江峰
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/4k659d

碩士 === 淡江大學 === 國際行銷碩士在職專班 === 103 === The bread and cake products in Chinese food culture have taken an influential role. Nowadays because of the increasing growth of the tourist industry, the market for bakery gift bags also increased tremendously. In this competitive market in order to outshine the rest of the competitors, it has to show the consumers what makes the product special. Bao Ten inc. has been in the industry since 2008, with its one and only brand “Sunny Hill” and only product, pineapple cake. Their focus on perfecting the flavor and increasing the variety of flavors has helped them outsell all other competitors and become one of most famous brands in Taiwan. While Bao Ten has had great success in their business, they also helped local farmers by plowing new pineapple farms to increase jobs for the locals. And, because of their work, the price of pineapples was able to recline and revive the dying farming business. Recently “Sunny Hill” has furthermore expanded their market overseas, and has become an international brand. Compared with the rest of its competitors, its unique marketing style has put it on top. This thesis will be using Sunny Hill as the study case, and with 4P 、SWOT analytical methods and interview to study the reason for its success and future development, and furthermore to hopefully provide other Bakery companies some inspiration to help their business.