烘焙設備業永續成長之競爭分析 以新麥公司為例

Abstract

隨著台灣經濟持續成長、資訊快速傳播與生活型態的改變，西點麵包等烘培食品漸由民眾的副食品轉變為許多人日常生活飲食的要角，加上年節送禮等需求快速增加，因而促使烘培產業蓬勃發展，也使得包括烘焙設備產業在內的周邊產業得以雨露均霑；近年來，這樣的發展模式更在中國大陸市場快速地發展演進。 烘焙機械設備產業進入門檻不高，只要懂得簡單機械原理便可跨足生產行列，但必須面臨眾多中小型廠商低價搶市與國外知名品牌大廠的強勢競爭；因此，在此可能是殺戮紅海的環境中，能有國內業者運用創新的商業模式，於競爭激烈的市場中成功佔有一席之地，甚至成為亞洲營收最大、同時也是全球第六大品牌的烘焙設備廠商，其所擁有的競爭優勢與企業價值，是值得探討與分析的主題。 本研究針對個案企業進行案例分析，運用「九力分析」模型探討個案企業的競爭力，並歸納策略經營管理意涵，俾供烘焙設備業者參考。「九力分析」的結果顯示，在外在競爭力方面，個案企業主要的競爭優勢在於品牌力、營銷力、製造力和產品力，在內在競爭力方面，則以決策力和執行力較具有競爭優勢；而較不具競爭優勢的項目則包括研發力、資源力和整合力。面對大中華市場趨於飽和與經濟成長趨緩，為持續拓展市場與長遠發展之計，個案企業需朝強化大型自動化生產線技術的開發、減少人力資源的流失、思考產業轉型的可能和積極開拓新興市場等方面努力，以降低未來環境與市場競爭可能之衝擊，持續提升企業整體競爭力。 本研究建議個案企業可再提升服務加值模式內容、積極研發大型自動化生產設備、培養人才並留住優秀人才、整合關係企業資源、提升營運綜效及持續開發潛在新興市場，希冀這些舉措對未來的長期營運有所助益。

Along with the continuous economic growth in Taiwan, the fast transmission of information and the change of current life styles, the baked products like bread has slowly changed from the supplementary food to the leading role in many people’s daily life. Together with the fast increasing demands for gifts of many important Chinese festivals, the peripheral industries including bakery equipments have benefitted from this trend. This development has seen fast evolvements in recent years in China. The entry barrier for Bakery Equipments is not high. It only takes simple machinery theories to tap into productions for such products. However, the intensifying local competitions using low prices from small to medium players are emerging to confront against the international large brands. Hence the possible competitive advantage and enterprise value with a creative business model to help grab a solid position in such brutal red-sea battlefield and become Asia’s largest player in terms of revenue and meanwhile the world’s No. 6 bakery equipment name, are a valuable issue worth thorough studies and analysis. This research is aiming at a case study analysis by using Nine Powers Analysis model to study the competitiveness of the enterprise and conclude with the meanings of operations strategies in order to act as a reference to the bakery equipment makers. The Nine Powers results show that in external competitiveness, the case study enterprise’s main advantages are lying on the power of Brand, the power of marketing, the power of production and the power of the product. And in internal competitiveness, the power of decision-making and the power of execution. Those with less competitiveness are power of Research, the power of resources and the power of integration. To face the saturating market in Greater China and the slowing economy, and to continue to expand and develop for the long future and finally strengthen the overall competiveness of the enterprise, the case study enterprise should head for the enhancement of large automated production lines, the decrease of turnover rate for human power, the transformation of business scope, and the aggressive developments in the emerging countries and thus to eliminate the impacts from competitions in the market in future. This research suggests that the case study enterprise to keep strengthening the contents of added-value service, to aggressively develop large automated production equipments and to cultivate and keep the talents, to integrate all the resources of sub-entities within the enterprise and to increase the operations synergies and continue to explore the potential emerging markets. We hope all these measures are helpful to the enterprise’s long term operations.