| Summary: | 碩士 === 國立臺灣科技大學 === 企業管理系 === 104 === Twenty-first Century is a century of New Type Industry led by high-tech information and is also a most highly important economic revolution in the history of economic development. According to Chinese National Federation of Industries White Paper in 2015, conventional industries in Taiwan are mostly labor-intensive which leads to issues we are facing today, such as management risks, transformation trend, changes in marketplace, and product life cycle shortening. To answer to the question of sustainability, it is important therefore to look at the extent to which diversification is incorporated in business strategy.
Diversification refers to using different brands to target at distinct market segments in order to emphasize the idiosyncratic features possessed by its own company. This features (or brands) are the core value of any company. They are not merely an identification, but also represent a spiritual symbol, a value, and an expressiveness of the quality. As such, it is important for companies when it comes to brand management. Companies using diversification as a means to sustain its business should take a close look at applications of multiple brands and ensure they function properly as well as survive in its own target market.
In this research we base on K-group, a company with sixty years operating history, to see how a conventional company initially setting out as a detergent company became a well-known beverage manufacturer by applying diversification strategy. In the respect of brand management, we scrutinize the strategies from K-group and propose related suggestions about marketing strategies and intellectual property. It is hoped that findings in the current research could be not only a good reference for K-group but for others in terms of diversification management.
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