A study of competitive analysis and strategy of new product development-The case of D food company

• Main Authors: HONG,PEI-JHEN, 洪培真
• Other Authors: Lii,Yuan-shuh
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/b34nh6

碩士 === 逢甲大學 === 經營管理碩士在職學位學程 === 107 === Alongside each industrial iteration, even industries that have matured like so-called “Traditional Industry” in Taiwan can obtain new paths for development and new applications through adopting a new generation of knowledge and technical features. With enough added values provided, the industrial participant may even substantively transform itself and break into an emerging industry. The target of this study—the traditional food industry—has been em-barking on transformations to increase its competitiveness. This study aims to discuss the following issue: in a consumption pattern shaped by increasing single, elderly, and childless population, how can a food com-pany adapts and employs strategies that can help them coup with that in-evitable development. After cross-referencing strengths and opportunities and taking note of the ongoing market condition, the study has identified instant meal packs catering to female customers as a viable direction. Meal packs not only avoid one of the industry’s innate weakness that food ingredients are often season-dependent, but the form of presentation also helps product differ-entiation. In the female market, emphasis on healthfulness, convenience, and functionality proves to have great market appeals. This study, however, has not incorporated consumer opinions from ex-ternal markets. That leaves room for future researchers to utilize in-depth interviews or questionnaires to survey target customer group. Studies di-rected toward different product categories and distribution channels may endow the industry with great many insights about their customers.