國際佈局與策略對中小企業的影響：以星球工坊爆米花為例

Abstract

本研究以星球工坊爆米花為例，探討中小企業在國際市場中的佈局與經營策略，並分析其成功經驗與面臨的挑戰。星球工坊成立於2010年，致力於提供健康、美味且創新的爆米花產品，迅速成為台灣領先的爆米花品牌，並成功拓展至國際市場。研究從品牌創新、國際市場拓展、行銷策略及產品創新等多角度進行深入分析。 研究發現，星球工坊能夠成功進入國際市場，主要得益於其強大的產品創新能力、對市場需求的敏銳洞察力以及靈活的行銷策略。此外，公司在品牌形象、顧客價值主張及異業合作方面的努力，亦為其國際化進程提供了有力支持。然而，企業仍面臨如市場競爭激烈、消費者偏好變化及供應鏈管理等挑戰。 本論文的主要發現以及結論： 一、產業競爭方面：國際市場消費性產品需求變動快速，且強大的競爭者眾多，中小企業面對競爭狀況，更需要敏捷應對，找出企業策略的關鍵差異點建構企業護城河。 二、顧客方面：企業關鍵成功因素之顧客價值主張：健康安心、美味多樣、便利購買之三個面向。 三、財務方面： 本研究將星球工坊提供財務方面提出分析及觀察結果：星球工坊應設法提高產能利用率，或是提高產出比例，始能降低公司的固定費用，進而拉高公司的獲利能力。 四、內部營運方面：星球工坊以三項關鍵資源適配三項關鍵流程，在行銷能力、產品開發、市場拓展上皆有其方法與策略，搭配內外部的學習分享以及課程的企業文化不斷調整組織進步蛻變，設計出符合顧客價值的產品及服務。

This study uses the case of Magi Planet Popcorn to explore the strategies and layouts of small and medium-sized enterprises (SMEs) in international markets, analyzing their success experiences and challenges faced. Established in 2010, Magi Planet is dedicated to providing healthy, delicious, and innovative popcorn products, quickly becoming the leading popcorn brand in Taiwan and successfully expanding to international markets. The research conducts an in-depth analysis from multiple angles, including brand innovation, international market expansion, marketing strategies, and product innovation. The study found that Magi Planet's successful entry into international markets is mainly attributed to its strong product innovation capability, keen insight into market demands, and flexible marketing strategies. Additionally, the company's efforts in brand image, customer value proposition, and cross-industry cooperation have significantly supported its internationalization process. However, the company still faces challenges such as fierce market competition, changing consumer preferences, and supply chain management. The main findings and conclusions of this thesis are as follows: 1. Industry Competition:The demand for consumer products in international markets changes rapidly, and there are many strong competitors. SMEs need to respond agilely to the competitive situation and identify key differentiators to build a competitive moat. 2. Customer Perspective:The key success factors in customer value proposition include three aspects: health and safety, diverse flavors, and convenient purchasing. 3. Financial Perspective: The study provides analysis and observations on the financial aspect of Magi Planet: Magi Planet should strive to increase capacity utilization or raise the output ratio to reduce fixed costs and thereby enhance profitability. 4. Internal Operations:Magi Planet aligns three key resources with three key processes, employing specific methods and strategies in marketing capability, product development, and market expansion. By combining internal and external learning, sharing, and continuous organizational adaptation, the company designs products and services that meet customer value.