英文摘要 |
It is no doubt that the Uni-President Enterprises is one of the most successful business entities in diversifying the operation of the traditional retail channel in Taiwan. As the modern sales channels become popular and competitive, the traditional retail channel gradually looses it capability for gaining profit. However, Manager Lin, the Supervisor of the Traditional Retail Channel Group, had different vision about the decaying trend. He believed, with proper upgrade and operation, the traditional retail channel still has bright future. The background of this case study is regarding to challenges that the traditional retail channel are facing today. Manager Lin’s revolutionary changes to the traditional retail channel are adopted for discussion in the study. Under the principle of “Meet Customers’ Unsatisfied Needs”, Manager Lin consolidates resources, defines strategies, opens up new channels and markets and eventually harvests sweet fruits. Furthermore, from the aspects of categorizing the structures of the traditional retail channel and expending the product market grid, this study also discusses the segmenting the market, applying the strategies for maintaining the competitive advantage. Authors also discuss issues relating to the organizational change from the viewpoint of differentiating the production-oriented and marketing-oriented. |