The Effect of Modern Retail Channels of Taiwan Fast-moving Consumer Goods on Suppliers - A Case Study of Vedan Instant Noodles

• Main Authors: LAI,SHENG-YUAN, 賴聖元
• Other Authors: LUO,FANG-YI
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/46z9kz

碩士 === 逢甲大學 === 經營管理碩士在職學位學程 === 106 === Nowadays, the social life style and demographic structure have changed greatly. Consumers' demand for products is not only physiological，but also their psychological needs are important considerations. Channels and suppliers need to constantly identify the momentum of demand. Channels extend the shopping environment, convenience, and service products. Suppliers are seeking breakthroughs in product packaging, taste, and differentiated design. Their benefits are still poor and the input costs are increasing day by day. Therefore, the channels and suppliers should strengthen the cooperation relationship. Through the analysis of channels’ big data and the suppliers' research on the mainstream market needs, it is possible to achieve half the performance and improve efficiency. In this study, through the scale of Taiwan’s three major instant noodles factories, in order to survive and cross-competition in the face of various channel formats, and constantly changing business strategies and increasing cost costs, how will the three major suppliers respond to and maintain the company’s maximum revenue, and maintain the cooperative relationship between the two parties to create a win-win situation. Therefore, based on Vedan instant noodles, according to company strategy and personal observation research in recent years, I found out that the short-to-medium-term channels evolution trend, to propose the 4P of channels and suppliers (Define Product, Price, Place and Promotion Plan) related issues to identify long-term and stable operation strategies for suppliers and markets. Through interviews with two seinior executives in two major manufacturers in the industry (over 15 years of experience in the channel), they could be able to verify my 4P operation strategy is effective and in long-term application, and proposed relative suggestions for channels, suppliers and government agencies. .