| Summary: | 碩士 === 國立中山大學 === 國際經營管理碩士學程 === 104 === The market of food and beverage service industry has always been competitive in Taiwan, especially with the trend in globalization, many global restaurant chains are introduced to Taiwan’s market. Companies are faced with customers who are accustomed to ceaseless choices of brands and food. As a result, right strategy in brand and marketing management becomes a critical factor for company to succeed in this market.
The thesis starts with academic theories, combing several analysis models and creating a step-by-step self-brand-analysis process. According to this process, the thesis first focuses on market analysis, examining the current condition of Taiwan’s food and beverage service industry and its customer behavior. It then talks about competitors, thoroughly analyzing company’s external challenges. The later half of the thesis focuses mainly on the brand and strategy analysis of Tamoya Udon under the case study company, basing on SWOT analysis, CBBE model and 7P marketing matrix.
The result shows that the biggest challenge for Tamoya Udon besides recruiting is its lack of brand equity, especially its brand awareness and recognition compared to other established brands. Thus, the conclusion gives suggestions including a standardized HR system, strengthening in brand response and brand relation, and improvement of Tamoya’s online activities.
Basing on analysis models, the thesis is expected to serve as a self-analysis process for other similar companies for establishing their business as well.
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