A Study on Marketing Strategy of Snack Foods - An Example of Raisin of Company Z

• Main Authors: Tsun, Chin-Chih, 崔錦枝
• Other Authors: Liao, Mei-Hua
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/5ttc69

碩士 === 亞洲大學 === 財務金融學系碩士在職專班 === 106 === This study adopts the qualitative research method and integrates 4Ps of marketing strategy, i.e., product, price, promotion and place, to explore and analyze the sales and marketing strategies of raisin products in a well-known snack food Company Z in central Taiwan. The results of this study found that “price strategy” and “channel strategy” are the main problems faced by Company Z. The main reasons in the “price strategy” are the charging of the slotting allowance and the cost of scrapping when order and sell the raisins. In addition, in the “price strategy”, Company Z has not cooperated with external agencies to reduce related costs. Therefore, Company Z can cooperate with suppliers, customers, and colleges and universities for solving above problem.