REFRIA冷凍空調維修工具市場拓展計畫

Abstract

REFRIA是一家有35年以上經驗的冷凍空調維修工具製造工廠，主要以OEM代工方式出口至歐、美、日高品質市場，面對今日的產業激烈競爭下，討論如何以建立自有品牌來成功開拓台灣市場。這份企劃案主要從介紹公司目前狀況，使用波特五力和PESTAL來分析台灣冷凍空調維修工具市場，以及REFRIA該使用何等策略在台灣市場佔有一席之位。

REFRIA is an OEM manufacturer with over 35 years of experience in making HVAC&R service tools and equipment for many well-known companies from United States, Europe, and Japan. However, REFRIA’s revenue has been stagnant for the past few years. In order to increase sales, REFRIA will need to expand its market. Thus, the purpose of this business plan is to discuss the current position of the company REFRIA, and how the company can further establish itself to expand its market to Taiwan. Therefore, PESTEL analysis, Porter’s 5 forces, and SWOT analysis will be used to analyze REFRIA how itself different from other competitors, and how REFRIA can thrive in this Taiwan market.