Analysis of Key Success Factors in Taiwan\'s Egg Industry Marketing-Taking a Agriculture and Animal Husbandry Technology Company as an Example

• Main Authors: HSU,SHANG-KO, 許商格
• Other Authors: Lee, Hsien-Da
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/n9vmaa

碩士 === 美和科技大學 === 企業管理系經營管理碩士班 === 107 === Having undergone the storm of food safety crisis, consumers are acting in an evolutionary way in the post era of food safety. It is worthy of investigation under the rapidly changing consuming style how consumers can be convinced that all the eggs produced by egg industry in Taiwan are good for health, and what kind of marketing strategies can be used to respond to this severe market. This thesis is based on a case study of a company to investigate the success key factors in related to its markeing and management strategies. This thesis employs semi-structured interviews and Kotler 6P theory to analyze the marketing strategy of this company. Finally, the key success factors of this company are concluded. This thesis concludes the analysis and gives its strategic suggestions as the following. The key success factors are the quality of the main commodity eggs has been recognized by the market, niche commodity organic fertilizer has great potential,upstream and downstream integration, with cost reduction, foundr’s vision is clear, and positioning and fulfilling social responsibilities. That results in an wider access to trade marketing and thus leads to an increasing amount of sales.