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On the Business Development Strategy of Taiwan Oil & Fat Industry - A Case Study of Namchow Group
|Publication Year :||2018|
Although Taiwan lacked of raw materials and living resources in the early stage of industrialization, local oil and fat industry stridden to develop. Nevertheless, the industry faced price competition due to rigid control of commodity importation, such as soybeans, by the government and also the opening of market to foreign enterprises under WTO's mechanism. The situation led to a pretty fierce competition market.
The Namchou Group was established in 1952. It has stood firmly to operate and kept expanding territory since-mainly running oil and fat industry at the beginning, then evolving to manufacture home products(i.e., soap and detergent powder) and instant food(i.e., frozen dough, frozen noodle and cooked rice),and finally expanding to the cuisine business (i.e., the Paulaner Restaurant Chain and the Dian Shui Lou Restaurant Chain).Step by step, it has created a kingdom of fast-food and cuisine over the last 66 years, which attributing to the strategy of narrowing down on four areas(i.e., raw material, technology, culture dimension and distribution channel) and abiding by three principles(i.e., innovation, globalization and finance balance)
Namchou Group adopts the 'no-haste and no tortoise-like 'strategy, when other local enterprises compete fiercely to go globalization. On the one hand, it has engaged with multinational enterprises for the purpose of learning, as well as accumulating, technologies and corporate managements from its partners. On the other hand, it has further strengthened operation and ploughed deeply in Taiwan. When time was up, Thailand has been chosen as the first beachhead of going globalization, marketing cooked rice and other fast-food products to EU, through branch factory there. Besides, it not only has duplicated the successful cuisine business in Japan but also has duplicated the successful oil and fat and cuisine businesses in China. Furthermore, both are expanding to global market gradually. That's an incredible example in term of corporate operation and makes the Group truly unique and adorable among other local enterprises.
Global economy is in turmoil in recent years, traditional industry is facing tremendous challenges. Many familiar local companies not only fare poorly in domestic market, but also can't compete with global enterprises in overseas market. Whether traditional local industry may become sunset one or may evolve to new successful model through innovation, diversification and globalization, so as to prove that there possibly might have a sunset company, but never a sunset industry. And in this case, the Group really provides the best example to be scrutinized and witnessed.
The everlasting operation of an enterprise is guided by it's corporate culture and core value. The Namchou Group delicately observes the imminent swing of business trend at each stage of it's up-turn transformation, deliberating strategy in advance and designing all-dimension scheme to tackle market volatility. Facilitated by expertise and advantageous edge, the Group emerges outstandingly in fierce competition to present the best witness of local-enterprise resurrection through innovation and focusing as well as diversification and globalization.
|Appears in Collections:||事業經營碩士在職學位學程|
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