The Study of Brand Strategy: A Case Study of Don Don Taro Balls

• Main Authors: DONG, ZHENG-SHENG, 東正勝
• Other Authors: LIN, FENG-JYH
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/52147010591892995493

碩士 === 逢甲大學 === 經營管理碩士在職專班 === 105 === In recent years, many fancy, diversified and extreme popular deserts emerge in the desert market in Taiwan. Under the gradually manifold consumption demands, the increasing consumption needs also raise the customers’ growing requirements of deserts that drive desert merchants to launch more varieties and pay more attention to material selection and manual work in order to satisfy consumption desires. In the meantime, desert markets have grown up to replace the market shares of domestic bake market. Those situation cause an increasing development and growth of competitive strengths of desert market brands and a unceasing spending power raise of consumers in desert and enables tremendous development potentials of the consumer market. This research focuses on discussing over the internal and external operational analyses of Don-Don Taro Ball, proposing the personnel and matters involving in the problems. The desirability and importance of brand management strategies can be reached by Document Analysis Method, case study of sing-point desert merchants as well as in-depth interview. Moreover, from the differences between single-point store and chain brands in terms of operational strategies, we can learn that 1. The cooperation with farmers can rigorously control on the quality stability of raw materials. 2. The efficient labor management is conductive to salary structure to maximize. 3. The business mode based on directing sales and joint stock is beneficial for expanding franchise, completely reproducing the transmission of quality and philosophy. 4. Scale up the pattern, we not only sell deserts, but also sentiments,. Furthermore, we combine the visual effects and marketing strategies to convey brand spirits and attract consumers; based on the foregoing, the brand development strategies and structures of case study companies are created to break through the blind-spots of current operations.