| Summary: | 碩士 === 靜宜大學 === 管理碩士在職專班 === 106 === At present, the focus of Taiwan’s production has shifted from agriculture and industry to the service industry. In the service industry in Taiwan, due to factors such as “fast growth”, “high price-earnings ratio”, “low investment threshold”, and “large domestic demand market”, the food and beverage industry
Has become the main industry of the service industry in Taiwan.In this study, SWOT analysis and 4P analysis and other tools to analyze the baking industry - "M Company" in order to understand Its marketing strategy and comment on its competitiveness, and accordingly provide recommendations for other food manufacturing industry.The results of the research and analysis show that M company currently implements"special product development", "cost control", and "brand The five strategies of image enhancement, quality control, and diversification have the advantages of high reputation, consumer loyalty,strict quality control, and good corporate image; there are also high product prices, high product expiration rates, and advertising. Capacity to be strengthened and other disadvantages; its opportunities to expand markets in other regions, and to implement online ordering and delivery services; its threats include the rise of low-cost bakery, rising prices of raw materials, and competition in chain cafes; to address this issue,the study The strategy of enhancing word-of-mouth marketing, improving training systems,establishing franchise systems, market segmentation strategies, strategic alliances with chain cafes, establishing pre-sale discount systems, and selling small dim sum breads to enhance the competitiveness of M companies.
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