進入馬來西亞速食業行銷計畫書

• Main Authors: Chia-Ying Lin, 林佳頴
• Other Authors: Yen-Ting Chiu
• Format: Others
• Language: en_US
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/x8cw9d

碩士 === 國立高雄第一科技大學 === 國際管理碩士學位學程 === 104 === When looking for continued growth opportunities, most businesses want to expand their market into foreign countries and Taiwanese companies are no exception. This thesis is based on Company G, a representative Taiwanese family business which intends to establish a fast food franchise in Malaysia. Based on this scenario, this thesis undertakes a thorough analysis of the market environment and then develops a marketing plan for entering the Malaysian fast food market. In addition, the challenges and conditions of using franchise to enter foreign markets are discussed.