| Summary: | 碩士 === 國立中山大學 === 高階經營碩士班 === 106 === According to the data from each month of the latest national and imported wines in August 2017 of the Treasury Department''s record, it is known that although there is self-produced wine in Taiwan, the production volume is very low at about 343.32 hectoliter, accounting for only about 9% of the overall domestic wine market. The main bulk is still imported, about 91% (Treasury Department, 2017). This data also shows that consumers can acquire wine products information from all countries, whether they are in the warehouse stores (such as Costco), supermarkets, convenience stores, or the liquor store. People may taste wines from around the world without going abroad and that let the wine market become more competitive. Taiwan''s consumption of bulk wines is still dominated by France, Italy or Spain. Compared with other countries'' industries, the United States still has a lot of room for growth. The American wine itself, both grape varieties, and brewing winery are very much. Since the Taiwan imported wine market ccompetition is high, the motivation of this study will foucs on how to occupy a market place for American wine, what kind of products can be favored by importers and what resources and advantages that can help importers have market competitiveness.
Based on the resource-based theory and refers to the domestic scholar Wu Sihua''s classification of resources as the basis for analyzing the case companies in this study-The resources and capabilities owned by an American wine importer in Taichung are used in the V.R.I.O. analysis model to undertand the competitive advantage and management strategy of the enterprise’s resources.
In this study, individual resource information of case company was obtained through case interviews and classified as entity, financial, intangible and other assets, as well as individual and organizational capabilities. After analyzing the resources held by the case company, the VRIO analysis model was used to further summarize all the resources they possessed. Among them, the wine products in the hands had high brand awareness, exclusive agency rights in Taiwan, interpersonal networks, and various industry cooperation capabilities. Resources such as organizational culture, organizational memory, and learning can be developed into individual competitive advantages for case company because it meets the characteristics of value, scarcity, incomplete imitation, and organization.
Keywords: Resource-based theroy, V.R.I.O Analysis, Competitive Advantage, Wine
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