| Summary: | 碩士 === 世新大學 === 公共關係暨廣告學研究所(含碩專班) === 105 === Tatung Soy Sauce Company has maintained its leadership position of producing soy sauce in an authentic way in Taiwanese soy sauce market for many years. Under the pressure of competition coming from chemical soy sauce and other rivals, Tatung can still keep its competitive advantage through well-organized marketing and branding strategy. This study adopts a qualitative research method with in-depth interview with Tatung’s chairman and general manager, attempting to figure out its key success factors.
Researchers concludes six key success factors which Tatung have in order to survive and conquer challenges in such a competitive market situation: (1) Reliable products with high quality which are made in authentic way, (2) Innovation-focus in order to run ahead of market, (3) Re-shaping market targeting, (4) Domestic and global retailers matter, (5) Successful integrated marketing communication strategy, and (6) Appropriate marketing budget.
This study proposes a reliable framework to help domestic soy sauce manufacturer improve their business results to some extent. It extends the marketing and branding theories through data-collection from real corporate setting.
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