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Zheng, Xiaoshu, and Yuan Shi. "The case of Geely acquiring Volvo Car : A study on low brand equity acquiring high brand equity." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-202174.
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Much previous research has studied high brand equity acquiring high brand equity or high brand equity acquiring low brand equity. However, very little research has been conducted to understand how that low brand equity acquiring high brand equity changes the low brand equity especially in China. This paper is on the case of Geely Group acquiring Volvo Car which was a typical acquisition of a high brand equity company by a low brand equity company. The aim of the paper is to verify whether this type of acquisition could increase the acquirer’s brand equity evaluated by consumers. This paper selects two brand strategies, ‘the house of brands strategy’ and ‘the endorsed brand strategy’, as the study objects of post-acquisition brand integration, and attempts to find the differences on consumers’ expectations and what is better suited for the new joint company. Therefore, a survey research strategy was used in this paper. A conceptual framework which included brand loyalty and perceived quality was developed from a review of the existing literature. Samples of data collected from Chinese consumers have been analyzed for the changes of consumers’ evaluation on the brand equity of Geely after its successful acquisition. Our research result proved that, a low brand equity company could enhance its brand value through acquiring an internationally known brand. After the acquisition, no matter what brand strategy applied, consumers had a more positive attitude towards the brand. The conclusion reached was that firms should be careful to choose an acquisition strategy by considering its strengths. But when faced with a decision of acquisition, the most important thing is to focus on the final success of the acquisition, while the brand integration strategy might be adjusted flexibly.
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Fraser, Alison. "Customer attitudes to private labels the role of store image : a dissertation submitted to Auckland University of Technology in partial fulfilment of the requirements for the degree of Master of Business (MBus), 2009 /." Click here to access this resource online, 2009. http://hdl.handle.net/10292/759.
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Pacheco, Barney G. "Implicit priming as a competitive strategy for challenger brands." Diss., Connect to online resource, 2005. http://wwwlib.umi.com/cr/colorado/fullcit?p3190398.
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Belzunce, Benoit, and Marine Aubin. "How does a company market all its brands?" Thesis, Halmstad University, School of Business and Engineering (SET), 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-1591.
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He, Ping. "Chinese brands and branding strategies." Thesis, University of Hertfordshire, 2012. http://hdl.handle.net/2299/9040.
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The purpose of this study is to gain an insight into Chinese brands and branding strategies, with a particular focus on the manufacturing sector. This study will explore the value of existing brand management theory as related to Chinese brand building. In order to gain answers to the research questions, analyses of the secondary data and in-depth interviews with top Chinese banding consultants are conducted. The data is then analyzed using constant comparative and coding methods. This study comprehensively analyzes all the possible factors which directly or indirectly influence Chinese brand building. The research findings show that Chinese companeis, especially manufacturing companies, lack a clear brandoriented culture and sustainable investment in branding. Chinese companies’ brand builing lacks a systematic theoretical system, as well as lack professional brand knowledge, experience and skills-set. Moreover, external factors in terms of industry structure, government policy/regulations, and the market environement also have further specific impacts on Chinese companies’ brand building. This research highlights that currently the most important aims for Chinese companies are to remove their production-orientated mind-set, and to change the poor image of ‘Made in China’ in terms of poor quality, weak R&D and a poor level of marketing skills. In addition to such self-discipline, the government should strengthen relevant legislation in order to promote a better brand-building environment and to encourage independent innovation. Furthermore, this research suggests that Chinese companies should not be too hasty to enter foreign markets unless they are fully prepared. The domestic market provides a good opportunity for Chinese companies to learn to grow gradually by developing their ability to build brands. This study generates a better understanding of the current situation of Chinese brands and branding, which could result in positive improvements for those Chinese companies and policy makers, in that they will be able to undertake more effective action and employ greater sophistication in future brand creation. The research findings have also complemented the previous literature, and lay the foundation for future research focusing on Chinese band building. Meanwhile, the research findings support existing theories of brand management. This study addresses the importance of the application of brand management theory in Chinese branding practices. The existing brand management theories provide a comprehensive systematic guideline for Chinese companies, and they are fundamental to Chinese companies’ brand building.
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Vanderbilt, Mark F. (Mark Franklin), and Daniel G. Yunes. "e-Commerce fulfillment strategy for luxury brands in South Korea." Thesis, Massachusetts Institute of Technology, 2012. http://hdl.handle.net/1721.1/77475.
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Thesis (M. Eng. in Logistics)--Massachusetts Institute of Technology, Engineering Systems Division, 2012.Cataloged from PDF version of thesis.
Includes bibliographical references (p. 81-84).
Introduction and motivation: From a traditional paradigm, the term "luxury e-commerce" is an oxymoron. The high-volume, hands-off approach of online sales is a direct contradiction to that of the high touch, human relationship-based luxury retail industry. It is for this reason that, until recently, many luxury brands have avoided e-retail - the belief is that it cheapens their image (Okonkwo, 2010). However, the successful experiences of certain companies in specific regions are gradually giving many luxury retailers a reason to reconsider e-commerce. For example, the luxury retailer Ralph Lauren has experienced huge success in e-commerce (see Figure 1), and is on a mission to proliferate their multi-channel sales model across the globe. South Korea is one of the most recent locations in which Ralph Lauren has chosen to roll out an e-retail initiative. Explosive economic growth across Asia has rapidly expanded the market for luxury goods and services. In South Korea, this growth has been particularly strong and consistent, as has South Korean consumers' appetite for luxury. This strong market growth, confluent with the reputation as the world's most wired country, makes South Korea an attractive target for e-commerce implementation. The Ralph Lauren team came to us with a rather broad request: to help them investigate the potential challenges of their e-retail initiative in South Korea. Through our research, we found several interesting and pertinent optimization models that could be modified to plan for Ralph Lauren's e-retail operation in South Korea, but as we delved into these models we realized that they didn't address Ralph Lauren's paramount mission in Korea, which is to "elevate the brand". We took a step back and zeroed in on our focus question: how could Ralph Lauren elevate its brand while simultaneously launching an e-commerce initiative in South Korea? We believe the insights gained from our study will help Ralph Lauren utilize "systems-thinking" to make strategic and operational decisions in South Korea that can elevate their brand image. These insights might also apply to other luxury retailers considering an e-commerce initiative in South Korea or other countries. This thesis presents several thought models that incorporate factors like inventory policy, brand strength, mediation, customization and online sales mix - which may make this research of interest to sales, marketing, operations and supply chain professionals.
by Mark F. Vanderbilt and Daniel G. Yunes.
M.Eng.in Logistics
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Bothorel, Grégoire. "The influence of brands’ omni-channel strategy on consumer’s behavior." Thesis, Paris 1, 2020. http://www.theses.fr/2020PA01E031.
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Cette thèse étudie la communication omni-canal et vise à comprendre les effets de l’activation d’un canal de communication supplémentaire auprès d’un client connecté. Trois essais complémentaires étudient respectivement (I) l’impact marginal d’un canal de communication supplémentaire, (II) l’orchestration des canaux de communication dans un parcours client connecté et (III) l’hétérogénéité des réponses d’un portefeuille de clients. Ces essais sont construits sur des designs expérimentaux à grande échelle qui combinent des canaux traditionnels, numériques et mobiles (email, SMS, courrier et bannières en RTB). L’influence d’un canal de communication sur le comportement d’achat du consommateur est mesurée de manière causale grâce à l’incrémentalité. L’incrémentalité permet de mesurer et d’isoler la contribution réelle de chaque canal à la réponse comportementale du consommateur dans son processus décisionnel. Ce travail doctoral montre que l’activation d’un canal supplémentaire génère un incrément significatif de conversions online et offline et permet par ailleurs de comprendre l’origine de cet incrément de conversions. Au-delà d’enrichir la compréhension des modèles de communication à l’ère des canaux numériques, mobiles et programmatiques, cette thèse met en lumière les impacts d’un canal sur les parcours clients et la forte hétérogénéité des réponses comportementales d’un portefeuille de clients. Elle identifie également les sources de synergie entre les canaux et démontre le rôle clé de l’orchestration omni-canal pour tirer profit du potentiel de certains clientsThis thesis studies omni-channel communication and aims at understanding the effects of activating an additional communication channel towards a connected customer. Three complementary essays respectively study (I) the marginal impact of an additional communication channel, (II) the orchestration of communication channels in a connected customer journey and (III) the heterogeneity of responses across a customer portfolio. These essays are based on large-scale field experiments combining traditional, digital and mobile channels (email, SMS, mail and RTB display). The influence of a communication channel on consumer purchasing behavior is measured causally through incrementality. Incrementality makes it possible to measure and isolate the effective contribution of each channel to the consumer's behavioral response in his decision-making process. This doctoral work demonstrates that the activation of an additional channel generates a significant uplift of online and offline conversions and provides an understanding of the source of this uplift of conversions. Beyond deepening the comprehension of communication models in the era of digital, mobile and programmatic channels, this thesis highlights the impacts of a channel on customers' journeys and the strong heterogeneity of the behavioral responses of a customer portfolio. It also identifies the sources of synergy between channels and demonstrates the key role of omni-channel orchestration in leveraging the value potential of specific customers
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Ferreira, Bernardo Weinstein de Maia. "IWP strategy: TechFrame." Master's thesis, NSBE - UNL, 2009. http://hdl.handle.net/10362/9471.
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A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and EconomicsTechFrame is an IT Portuguese company that provides a software package to Industrial Property Agents to manage their clients’ portfolio. In Portugal this firm is a market leader, having a share of 80%, and facing no competition, although some substitutes do exist. With this scenario in the Portuguese market, TechFrame has low expectations of increasing business volume, due to the specificity of this industry. In order to increase sales volume and focusing on their core competences, TechFrame´s best solution is to expand into new markets. Currently this firm is considering some internationalization processes into the French, Italian and UK markets. This IWP will analyze the internationalization into France. To do so, an analysis and explanation of the attractiveness of this new market is included further along in this paper. It will be seen that despite the fierce competition that TechFrame will face in France, it will still be an attractive market to enter due to its’ large size and growing Industrial Property culture among organizations. Based on that analysis it will be concluded that the best way to enter the French market is through the creation of an office, and some recommendations will also be made such as conquering first the SMEs then the larger firms and also the development of the Design Module.
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Marriott, Andrew William. "Consumer perceptions of multiple private label brands offered by Pick n Pay stores." Thesis, Nelson Mandela Metropolitan University, 2014. http://hdl.handle.net/10948/5974.
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This research provides insight into consumer perceptions of multiple private label brands being simultaneously offered by an individual retailer. The primary purpose of this study is to investigate the current consumer perceptions of the three private label brands at Pick n Pay Stores, a South African retailer. Consumers are no longer being presented with a single private label brand, but individual grocery retailers offer multiple private label brands under one retailer. Pick n Pay Store’s current private label brands co-exist as PnP no name, PnP and PnP Finest, and are synonymous with the generic, classic, and premium private label brand concepts, respectively. The question can thus be posed whether consumers perceive private label brands differently and whether they will eventually purchase the private label brand. The research explores the subject of brand, and the nature and success factors of private label brands in retail. This was done by reviewing the literature that traced the rapid changes in the retail sector because of the increasing influence of private label brands on conventional retail practices and consumer behaviour. A conceptual framework was developed showing the constructs that may have relationships with the three private label brands of Pick n Pay Stores. Information regarding the different private label brand concepts was obtained from primary as well as secondary research. An empirical study of a quantitative nature in the form of a paper-based and online-based questionnaire was undertaken. Altogether 375 usable questionnaires were collected. The results of the empirical study indicated positive relationships of perceptions between all three of the Pick n Pay private label brands and their respective intention to purchase. Furthermore, there was a statistically positive relationship between the brand perceptions of Pick n Pay private label brands. The proposed framework is intended to shed light onto the interactions between the private label concepts to allow for meaningful strategic branding decisions to be made at senior business levels.
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Babb, Kara C. "Research of China’s Private Enterprises and Brands on a Global Background." The Ohio State University, 2011. http://rave.ohiolink.edu/etdc/view?acc_num=osu1306387641.
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Paz, Julia Oliveira da. "Luxury strategy of perfume brands in emerging markets: an exploratory study of luxury brands in the perfumes sector in Brazil." reponame:Repositório Institucional do FGV, 2016. http://hdl.handle.net/10438/17789.
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In recent years, emerging markets – considered the lead countries of the ‘developing world’ – have been outgrowing developed countries within the scope of the luxury market worldwide. Consequently, these new markets represent a promise, at the same time as a challenge to traditional luxury brands. According to Atwal and Bryson (2014), a significant increase in the consumer base of emerging markets coupled with the geographic shift in wealth allowed international luxury brands to enter 25 new markets in 2013 such as Brazil, India, Russia and China. Within this context, one of the challenges of the research will be to focus in one of the most significant emerging markets worldwide – Brazil – to be able to deeply understand the specificities of this market and the implications to the luxury strategy of perfume brands. In details, this research will also focus on the Brazilian perfumes sector. The main objective is to discuss how international luxury brands of the perfumes sector adapt their strategy given the complexities and specificities of the Brazilian luxury market and its perfumes sector. As an exploratory qualitative research, this study will analyse luxury brands of perfumes sector and their practices in Brazil from the managerial and strategic perspective. From the theory, the study will present two main perspectives on luxury strategy to, then, give an overview of the perfume sector within the Brazilian market and the specificities of the Brazilian consumer. Finally, the research will focus on the brands’ perspective to discuss how they adapt their strategies to this specific market and sector. For this approach, the methods will be in depth interviews with brands’ executives, complemented with archival research. By exploring a vague subject within a specific context from a new perspective than usually found in the existing literature, the main contribution of this research will be for managers and leaders of luxury perfume brands to use as a possible guideline of best practices of luxury strategy within this market. In other words, through the managerial and strategic perspective studied for each of the chosen brands, the result of this research will present similarities and divergences between theory and practice in order for these managers and leaders to acknowledge the challenges and specificities to be faced within the Brazilian luxury market and perfumes sector
Nos últimos anos os mercados emergentes – considerados os principais países do 'mundo em desenvolvimento' – têm superado os países desenvolvidos no âmbito do mercado de luxo mundial. Consequentemente, ao mesmo tempo em que representam um importante desafio para marcas de luxo, também oferecem grande potencial. De acordo com Atwal e Bryson (2014), os mercados emergentes alteraram a perspectiva do cenário mundial para o mercado de luxo uma vez que o aumento da base de consumidores, principalmente dada a ascensão da classe média com rendas mais altas, fez com que marcas internacionais de luxo entrassem em 25 novos mercados em 2013, como Índia, Brasil, China e Rússia. Sendo assim, um importante desafio desta pesquisa será abordar um dos mercados emergentes mais significativos no cenário mundial – Brasil – de forma a entender a fundo as especificidades deste mercado e, consequentemente, as implicações que estas podem trazer às marcas de perfumes de luxo. Mais especificamente, a pesquisa focará no setor de perfumes brasileiro. O principal objetivo é discutir como as marcas internacionais de luxo, no setor de perfumes, adaptam suas estratégias dadas as complexidades e especificidades do mercado de luxo brasileiro e seu setor de perfumes. Na forma de pesquisa qualitativa exploratória, esta dissertação analisará marcas de luxo de perfumes e suas práticas no mercado brasileiro das perspectivas gerencial e estratégica. A análise teórica apresentará duas teorias principais sobre elementos de uma estratégia de luxo e abordará o setor de perfumes do mercado brasileiro e o próprio consumidor brasileiro. Por conseguinte, a pesquisa em si focará na perspectiva das marcas estudadas com objetivo de discutir como elas adaptam suas estratégias a este mercado e setor específicos. Neste contexto, a metodologia terá como principal fonte de informações as entrevistas em profundidade com executivos das marcas, complementada com pesquisa documental. Através do estudo de um contexto específico e pouco abordado na literatura existente, a contribuição desta pesquisa será de direcionar a líderes e marcas deste setor um guia de melhores práticas da estratégia de luxo, específico para este mercado. Ou seja, a partir da perspectiva gerencial estudada para cada uma das marcas abordadas o resultado da pesquisa apresentará similaridades e divergências entre teoria e prática para que executivos de marcas de luxo internacionais tenham conhecimento dos desafios a serem enfrentados no contexto brasileiro.
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Lundén, Philip. "Faster faster, cheaper cheaper : A study about how fast fashion brands have affected luxury brands." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-12722.
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Today it seems like fast fashion brands are affecting luxury brands. Have the fast fashion brands been ignored too long and have luxury brands failed at protecting their brand values? Luxury fashion brands make collaborations with fast fashion designers, something that would have been unthinkable a long time ago. Luxury brands have increased their number of seasons, some have diffusion lines and others sell online on their own websites. Luxury brands and fast fashion brands are sold on the same streets, worn by the same customers and can be found in the same magazines. Once fast fashion brands were irrelevant for the luxury brands and they ignored them, but time has changed. Fast fashion has affected the luxury industry in several ways. “Fast design turnover”, “Limited-edition products”, “brand communication”, “celebrity products and brand endorsement”, “prestige retail location” and“co-branding with luxury fashion designers” are just examples of tactics fast fashion brands use to imitate luxury brands (Okonkwo, 2007). But luxury brands have characteristics that fast fashion brands don’t such as high quality, exclusivity, high prices, status, and offer highlevels of symbolic and emotional values (Tynan, McKechnie, & Chhuon, 2009). Common characteristics for fast fashion brands are trendy clothing, cheap, interpreted after fashion shows and the collections are delivered quickly (Plunkett, 2010). This study is of qualitative nature and the topic is under-researched academically, which makes it more interesting to explore. However, the fast fashion and luxury fashion has been examined by an extensive literature review. The fast fashion has been dominating the fashion industry in recent years. The purpose was to find out how fast fashion brands and luxury fashion brands were connected. Seven interviews were conducted with people working in the luxury industry. Luxury and fast fashion, consumers, e-commerce, seasons and collaborations will be explored in this paper. This dissertation will mainly focus on how the fast fashion already has affected luxury brands. The conclusion was that luxury brands have been affected by fast fashion brands in numerous ways, it seems to affect bigger luxury brands more than independent designers. Clearly, the luxury industry has been affected by the fast fashion industry.
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Oakenfull, Catherine. "An investigation into brand loyalty, and the case for house brands in the emergent township market." Master's thesis, University of Cape Town, 2000. http://hdl.handle.net/11427/5814.
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Agripina, Irene Garnit. "Scandinavian Fashion Brands : Finding the puzzles betwen marketing strategy and Swedes customers behaviour." Thesis, Karlstads universitet, Fakulteten för ekonomi, kommunikation och IT, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:kau:diva-13986.
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Fashion is one of the most profitable industry in the world, Sweden has been seen as a fashionable nation, thanks to the big fashion brands that consumed by most of the Swedish of all segment. Scandinavian fashionbrands which is analyzed on this thesis is H&M, Kappahl, Ginatricot, Dressman, and JackJones. All of these fashionbrands are analyzed based on their marketing strategy, then compared to the result from the quitionaires about these brands. From the questionaires, it can be found which kind of marketing strategy profitable for their segment. The result of this research show that most of the company know much about their customers, they do the right thing especially with the product design. Sometime the companies do the unuseful marketing that's wasting money because the customers don't react on the desirable behaviour
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Chen, Hongmi, and Ji Zhou. "The Positioning Strategy of China Self-owned Car Brands in the Chinese Market." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-192636.
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The purpose of this thesis is to find a proper positioning strategy for China self-owned car brands in the Chinese market. For this purpose, the authors used the theory about brand positioning, target market and segmentation, brand image, differentiation and general positioning process. What’s more, the authors conducted a questionnaire research, studied the Geely acquisition case, and collected information from consumers’ perspectives to understand the current positioning situation of the Chinese automakers. In the methodology part, limitations of the quantitative and qualitative data are discussed, and the authors presented suggestions for further studies. After gathering empirical data, the authors analyzed the strengths and weaknesses of Chinese car, Geely and Volvo, introduced competitor’s performance to make clear the current situation of China self-owned car brands. From the analysis, the present brand image of Chinese car is low-price and bad-quality in the consumers’ mind. The authors tried to figure out a proper brand image for Chinese car to increase the market share in the domestic market. In conclusion, developing safe car of high quality and targeting the middle-class market is the optimal choice for current China self-owned car brands.
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Alves, Filipa Almeida da Silva. "A communication strategy for Continente: proposals to promote fresh products of Continente’s own brands." Master's thesis, NSBE - UNL, 2012. http://hdl.handle.net/10362/9587.
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A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and EconomicsThe aim of this work project is to suggest a communication plan to solve an identified problem of Continente, the food retail leader in the Portuguese market. To identify the current communication problems of the brand, a quantitative questionnaire was conducted together with two models – Creative Business Ideas Development and 4 Though Starters. Several problems were found but the one selected was the fact that consumption in Continente stores is mainly made on a monthly basis. I propose a communication plan to promote fresh products of Continente own brands as a solution to this problem.
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Chakraborty, Ratula. "Marketing strategy and supply chain relations in grocery retailing." Thesis, Loughborough University, 2018. https://dspace.lboro.ac.uk/2134/33540.
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This submission for PhD by publication consists of a portfolio of nine peer reviewed and published papers. The research presented in the portfolio contributes to theory, knowledge and discussion in the area of retail marketing. The common theme of the papers is competition in grocery retailing, and specifically the way that retail marketing strategy and supply chain relations affects retail competition and outcomes for consumers. While the nine papers share a common approach in how grocery retailers compete through pricing and product choices along with their trading terms with suppliers, each individual paper addresses a distinctive central question: How does pricing competition change in the wake of a major merger in the retail grocery sector? How do grocery retailers respond in their pricing, promotion and advertising to the onset of a macro-economic crisis? Do grocery retailers encourage excessive consumption of alcohol by under-shifting excise duty increases on cheap alcohol? Why do retailers use value size pricing and offer bargain prices on jumbo-sized sugary drinks that encourages harmful excessive consumption? Is retail buyer power over suppliers detrimental to competition? In what circumstances might the development and promotion of brands and private labels be deleterious to consumers interests? How should competition authorities and practitioners assess the extent of competition between brands and private labels? How can the development of copycat private labels directly mimicking leading brands result in higher overall prices for consumers? Do retailers manipulate grocery prices to favour private labels over brands? Beyond their academic research contribution, the findings and insights provided in the papers both individually and collectively have relevance to retailers, suppliers, consumers, regulators and policymakers in desiring to see an efficient, well-functioning and dynamic grocery retail sector.
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Jonsson, Henric. "Production Strategy in Project Based Production within a House-Building Context." Doctoral thesis, Linköpings universitet, Kommunikations- och transportsystem, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-143262.
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A production strategy enables companies to effectively manage the different challenges that the production function face in a competitive environment. A production strategy helps a company to make operational and strategic decisions that follow a logical pattern and supports the corporate strategy and the competitive priorities of the company. When no strategy exists the decisions may be arbitrary and unpredictable leading to an under-achieving production system. Production strategy involves decisions that shape the long term capabilities of a producing company. For the traditional production industry there are a number of production strategy frameworks that facilitates the process of designing production systems. However, these frameworks typically leave project based production out of the scope or treat project based production as one type of production system, when in fact project based production systems can be multifaceted depending on product design and market requirements. This thesis focus on project based manufacturing in a house-building context. Houses can be produced by different types of production systems, and depending on how the production systems are designed they have strengths and weaknesses in different areas of competition. To be able to meet the increasing demand for residential houses, and improve performance in the house-building industry, the way houses are produced have to match different market requirements in a more effective and efficient way. To do this a production strategy has to exist. Typically there is a trade-off between productivity and flexibility, hence a production system designed to meet customer requirements concerning product design is probably not the best process choice if the customer thinks price and delivery time are the most important. A production strategy helps a company to make decisions so that the output of the production system meets customer requirements in the best possible way. Due to the fact that project based production is typically left out of the scope in traditional production strategy literature and that there is a lack of research concerning production strategy in a house-building context, the purpose of this research is: … to extend the production strategy body of knowledge concerning project based production in a house-building context. To fulfil the purpose the following four research questions are studied and answered: RQ1: What aspects can be useful in a classification matrix contrasting different production systems for house-building? RQ2: Which competitive priorities are important to measure when evaluating different production systems on a production strategy level in a house-building context, and how can they quantitatively be measured? RQ3: How does the characteristics of the production system, i.e. the process choice, affect information exchange in a house-building context? RQ4: How can a new production strategy be formulated and implemented in an industrialised house-building context and what challenges are important to consider in that process? To answer RQ1 a classification matrix was developed that classify production systems along two dimensions: a product dimension (degree of product standardisation) and a process dimension (degree of off-site assembly). The two dimensions are related, for example a high degree of standardisation should be matched with a high degree of off-site assembly and consequently a low degree of product standardisation should be matched with a low degree of off-suite assembly. A mismatch, e.g. high degree of off-site assembly and low degree of standardisation, typically leads to poor performance and should hence be avoided. To be able to see how different types of production systems perform in different areas of competition key performance indicators (KPIs) were developed. The KPIs presented in this research can be used to measure quality, delivery (speed and dependability), cost (level and dependability), and flexibility (volume and mix) at a production strategic level (RQ2). Furthermore, to answer RQ3, a production strategy perspective was taken on information exchange by relating information exchange to the design of the production system. The results indicate that employing different types of production systems leads to different approaches to information exchange. Employing a production systems using traditional production methods on-site and a low degree of product standardisation lead to a traditional approach to information exchange, e.g. project meetings, telephone and mail. Production systems employing some degree of off-site assembly have less complex and more stable supply chains and use ICT-solutions to a higher extent, which facilitates information exchange. The findings also indicate that a high degree of product standardisation facilitates the use of ICT-solutions such as ERP and BIM. RQ4 concerns the production strategy process, i.e. formulation and implementation. Failure in this processes can jeopardise the whole business. Based on a longitudinal case study of an industrialised house-builder a suggested production strategy process was developed, including both production strategy formulation and implementation. The study also identified context specific challenges that have to be considered in an industrialised house-building context, e.g. the complexity that comes with using two different production processes (off-site and on-site) in the same production system. The research is case based and a total number of eight different production systems have been studied. Data has been collected through interviews, observations, and review of company documents.
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Mpofu, Bukhosi Dumoluhle. "Consumer perceptions of private label brands: an Eastern Cape university-aged analysis." Thesis, Rhodes University, 2011. http://hdl.handle.net/10962/d1002783.
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This research investigates the consumer perceptions of private label brands amongst the university aged consumers from selected Eastern Cape universities. The research also aimed to ascertain whether or not generation Y consumers are aware of the existence of private labels, whether price, quality, advertising, packaging, reference groups and demographic variables influenced generation Y purchasing behavior of private label brands. To achieve these objectives, the research made use of the simple random technique to gather the primary data via the use of an online structured questionnaire. The sample population selected where the students in the Eastern Cape Province Universities (Rhodes and Nelson Mandela Metropolitan Universities) who reside off-campus. The assumption was that students who reside off-campus are more aware of private labels as they carry out shopping more than those that reside on campus and generally would have more disposable income and the reason that two different universities have been chosen is to provide a broad base of student opinions, covering varying cultural and income backgrounds, thus allowing for unbiased, valuable research. After pre-tests were conducted the questionnaire was made available online to easy the distribution of the questionnaire and allow for a greater response rate. Descriptive and inferential statistics where used to analyze the results of the questionnaire. The results showed that consumers are generally aware of private label brands and have at least seen them being advertised. Furthermore, the results showed that consumers purchase groceries based on price, quality and convenience of location of the grocery stores .The results indicate that Generation Y consumers are indeed a significant part of the consumer population and that they represent a confident, self reliant, optimistic and positive generation and are verbally and visually more sophisticated, creating a whole new language through digital media and that Generation Y consumers are generally aware of the existence of private labels. The results also indicate that Generation Y consumers strongly agreed that they purchase groceries based on price and quality, meaning price and quality are very influential when purchasing groceries and that the packaging of, generally, all private label brands was not attractive hence a conclusion was made that packaging of private labeled products does not influence Generation Y’s purchasing behaviour of private labels.
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Håkansson, Per. "Beyond private label : the strategic view on distributor own brands." Doctoral thesis, Handelshögskolan i Stockholm, Centrum för Konsumentmarknadsföring (CCM), 2000. http://urn.kb.se/resolve?urn=urn:nbn:se:hhs:diva-627.
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During the past two decades something fundamental has happened to the relationship between manufacturers and distributor organisations in many European countries. Within a number of product markets, distributors have launched their own products, forcing manufacturing companies to compete with shelf space owners in addition to the "traditional" competition with other manufacturers. Theoretical and empirical findings regarding Distributor Own Brands (DOB’S) offer us a number of explanations of the differences between national markets and product categories in terms of DOB penetration. However, much of this literature is deterministic in its approach: DOB penetration is often seen as a direct consequence of different market conditions, rather than as the result of strategy processes involving a number of decision-makers and their perceptions of market-related and organisational factors.This study investigates how an array of organisational and market related factors are perceived by distributor organisations, and how this is expressed in the organisations’ own brand strategies. To investigate this research problem, a theoretical framework that explicitly takes distributor own brand strategy into consideration when examining proposed determinants of DOB penetration is presented. The empirical study is mainly based on interviews with decision-makers within the central organisations of the two largest distributors within Swedish fmcg distribution: the ICA federation and the consumer co-operation KF.Diss. Stockholm : Handelshögsk.
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Erikshammar, Jarkko. "Collaborative Product Development : a Purchasing Strategy for Small Industrialized House-building Companies." Licentiate thesis, Luleå tekniska universitet, Byggkonstruktion och -produktion, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-17141.
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Purchasing, is an important part of the production process in industrialized house-building. Uncoordinated purchasing is one of the causes for low productivity increase within the sector. Traditional purchasing strategies, used by large construction companies, may not be applicable to small and medium-sized companies. It has been suggested that traditional purchasing strategies are not favorable for small industrialized house-building companies, because the relation between the buyer and the suppliers are characterized by short term project incentives rather that long term relationships.In order to secure low process variation in deliveries, quality and time, long term relationship in a form of supply chain collaboration is suggested. The position taken is that small and medium sized industrialized house-building companies could improve their supply chain process by developing products collaboratively with their customers, suppliers or both.Case studies to analyze the collaborative product development process have been conducted at small and medium sized industrialized house-building companies. The products developed in these cases have varied from simple to complex and the results have been studied from both the supplier and customer perspective in the industrialized house-building supply chain.The results indicate that the actors are valued differently. Value is an ambiguous term. Therefore, process improvements have been studied using ‘value stream mapping’ and simulated with a strategically selected performance measurement such as lead-time. Collaborative product development can be argued to increase purchasing process productivity. However, there are barriers, synthesized from supply chain management theory, that need to be addressed. Barriers to be taken into account in collaborative product development are that small companies have limited resources, that the legal structure does not support collaboration and that differences in maturity in ‘industrialized house-building thinking’ might hinder effective collaboration. However, the results do not conclusively prove or disprove the idea that collaborative product development can be used by small industrialized house-building companies.Further research into the application of purchasing and collaborative product development in the industrialized house-building and construction context with a dynamic model where time on market will affect what processes needed to be developed between the buyer and the supplier.Inköp, som är en viktig del a tillverkningsprocessen inom industriellt byggande, är en av orsakerna till låg produktivitetsökning inom branschen. Traditionella inköpsstrategier, som används av större företag, är kanske inte tillämpbara för små och medelstora företag. Det har påvisats att dessa strategier inte är gynnsamma då relationen mellan köpare och leverantör karaktäriseras av kortsiktigt projekttänkande istället för långsiktiga relationer.För att säkerställa en låg process variation i form av säkra leveranser, tid och kvalitet, föreslås samverkan inom värdekedjan. Ståndpunkten är att små och medelstora företag inom industriellt byggande skulle kunna öka produktiviteten i värdekedjan genom att utveckla produkter tillsamman med sina kunder och leverantörer.Fallstudier har genomförts hos små och medelstora industriella byggare inom professionellt inköp i syfte att analysera gemensam produktutveckling. Produkter som studerats, både från ett kunds och från ett leverantörs perspektiv, har varierat från enkla till komplexa. Resultaten indikerar att aktörerna ser olika på värde. Värde är mångtydigt begrepp. Därför har process utveckling studerats med värdeflödesanalys och genom att simulera ledtid som ett strategiskt mätetal. Gemensam produktutveckling kan hävdas öka inköpsprocessens produktivitet, men det finns hinder som måste beaktas. Hinder och krav som bör beaktas vid gemensam produktutveckling är att små företag har små resurser, den legala strukturen stöttar inte gemensam produktutveckling och olika mognadsgrader i industriellt tänkande mellan aktörer är också ett hinder. Resultaten varken bevisar eller motsäger inte på ett otvetydigt sätt att gemensam produktutveckling kan användas för små och medelstora företag. Vidare forskning tillämpningen mellan gemensam produktutveckling som en inköpsstrategi inom industriellt byggande i byggomgivningen krävs genom att utveckla en dynamisk modell som är beroende av hur lång tid produkten har varit på marknaden.
Godkänd; 2011; 20111017 (jarkko); LICENTIATSEMINARIUM Ämnesområde: Träbyggnad/Timber Structures Examinator: Professor Lars Stehn, Institutionen för samhällsbyggnad och naturresurser, Luleå tekniska universitet Diskutant: Doktor Erik Sandberg, Institutionen för ekonomisk och industriell utveckling, Linköpings universitet Tid: Tisdag den 20 december 2011 kl 14.00 Plats: F1031, Luleå tekniska universitet
TräIN, Lean Wood Engineering
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Vojta, Jan. "Architektura 3M značek a práce s nimi, case study 3M – z pohledu B2B, interních specialistů a marketérů." Master's thesis, Vysoká škola ekonomická v Praze, 2017. http://www.nusl.cz/ntk/nusl-359869.
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Brand portfolios of multinational firm are a complex organism which is managed by headquarter of organization, in particular by the brands architecture and rebranding. The distributors create a direct feedback relationship from the market and they significantly influence any success of brands. The specific work of marketing personnel with brands is thus influenced by many stakeholders on the market and, in consequence, the specific work becomes a complex marketing activity. This master thesis is concerned with the architecture of the specific portfolio of 3M and the work with its brands. The aim is (i) to map architecture of the specific portfolio of 3M House of Brands and (ii) to assess rebranding form 2015 and (iii) to analyze the work with 3M brands and to formulate recommendation for improvements of the work with 3M. The first part is considers the architecture of brands from a theoretical viewpoint which provides a basis for the mapping of 3M House of Brands. There is also specified marketing research methodology which is applied in the practical part of the thesis concerned with specific secondary data, questionnaire survey and deep interviews. In the practical part of the master thesis there is analyzed 3M Case Study, in which there is described and assessed the empirical research of 3M brands. The research consists of two parts: (1) questionnaire survey orientated on B2B distributors, and (2) deep interviews carried out with 3M marketing and special personnel. The comparison and synthesis of more qualitative data appears that the most important result. The 3M perspectives of the marketing personnel and the distributors on the selection of brand activities differ in spite the fact that their aims are similar. The key recommendation of this thesis is, therefore, to give more importance to preferences of the market and create upon this empirical basis more effective branding activities.
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Saeed, Kamal M. "Investment house strategy and controllership : the management of portfolios delegated to discretionary agents." Thesis, University of Bath, 1991. https://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.760614.
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Purdie, Gavin Ernest. "The British Agency House in Malaysia and Nigeria : evolving strategy in commodity trade." Thesis, University of Glasgow, 2018. http://theses.gla.ac.uk/9021/.
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The thesis compares the business activities of a particular type of British overseas trading company, the Agency House, in two former British colonies, Malaysia and Nigeria. The thesis charts the commercial and political circumstances that heralded the arrival of the Agency House in each colony and the companies’ rapid business growth thereafter while trading under the relative security offered by the British Empire. The thesis then examines the firms’ development in the aftermath of empire as the selected companies struggled to survive in independent nations. Here, each of the London-domiciled boards faced a very different set of commercial conditions overseas, which were largely shaped by politics both home and abroad. Each firm was forced into tough decisions on trade strategy to safeguard interests overseas and thereafter placate an increasingly hostile host regime. After independence, the Agency House, as obvious and symbolic reminders of imperialism, became targets for punitive legislation aimed at redressing imbalances in the private sector and achieving the repatriation of corporate wealth in each of the selected nations. The commodity trade was the basis for the development of the Agency House in each former colony. In Malaysia, a British-financed estate industry spread rapidly in response to escalating demand for rubber at the start of the 20th century. By the 1950s, for a number of reasons, the estate industry moved from rubber to oil palm cultivation, which quickly became a catalyst for a huge expansion in the plantation industry, the evidence of which is etched across the nation’s topography today. In Nigeria, the production of (although not trade in) commodities always remained the remit of indigenes only which was enshrined in law, both colonial and nationalist, despite the lobbying by resident British traders. This was one of a number of factors examined in the thesis to understand why trade there could not keep pace with the British estate development taking place in Malaysia and despite Nigeria’s long history in the export of commodities like palm oil. Examining the commodity trade of each nation helps to explain the growth of the British Agency House to become commercial powerhouses in each nation. The thesis therefore looks at the strategy of each firm, the trade they were engaged in and thereafter how each attempted to survive when confronted by increasingly hostile nationalist legislation. It will also explain why only one of the Agency Houses examined here continues to trade today.
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Rosa, Renata Ferreira da. "Ecommerce as internationalization strategy: an exploratory study based on premium fashion brazilian brands: case study of farfetch." reponame:Repositório Institucional do FGV, 2016. http://hdl.handle.net/10438/15954.
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As stated by Hoffmann and Coste-Manière (2012) 'The web is a mass medium that contrast completely with the traditional codes of exclusivity associated with the luxury industry, and has long been simply rejected by the luxury industry for being an illegitimate distribution channel.' Meanwhile this market presents an incomparable pace of growth and is gradually changing the existing retailing business model and companies must be aware of this change and capable to adapt to it. The internet and cross-border sales already changed the competition throughout retailing and it will increase even more, so companies must be ready to face it. Internet has shown its great opportunity for all markets, although luxury/premium market is not yet taking the proper advantage of its potential, but the necessity to be an omnichannel business strategy is growing. This paper presents an exploratory research based on a case study of how premium fashion Brazilian brands are using Farfetch, e-commerce, as an entry market strategy and how this affects them. The research question of this study is: How is Farfetch helping on the internationalization of Brazilian premium fashion brands?, and in order to answer it was conducted an in-depth interview with the Brazilian head of business development of Farfetch, apart an extensive secondary data research. As expected the study found a list of trade-offs of using an e-commerce, luxury specialized, with a marketplace approach to the brands willing to internationalize. As stated by Altagamma and McKinsey (2015) study '[...] luxury brands have no choice but to embrace the digital era and become truly omnichannel. This will require them a radical rethinking of both their customer experience of their consumer engagement strategy.' Looking either from the Farfetch point of view, trying to understand why they offer this opportunity to the brands, or also from the brand side if this is a manageable approach. This study presents a contribution for both sides, trying to give tools to the brands on understanding the internationalization reasons and approach, as well as explaining Farfetch business model, and the advantages it can bring to them, at the same time of a general market trend analysis for Farfecth.
Hoffmann e Coste-Manière (2012) afirmaram em seu estudo que 'A web e um meio de massa e contrasta completamente com os códigos tradicionais de exclusividade associados a ndústria de luxo, e por isso foi por muito tempo simplesmente rejeitada pelo mercado de luxo por não ser um canal de distribuição legitimo.' Enquanto isso o mercado apresenta um ritmo de crescimento incomparável e gradualmente esta mudando o modelo de negócios existente para o varejo, portanto as empresas precisam estar consciente das mudanças e serem capazes de se adaptarem a elas. A internet e as vendas além-fronteiras já alteraram as formas de competição no varejo e vão aumentar ainda mais e as empresas têm de estar preparadas para enfrentar isso. Internet já mostrou a sua ótima oportunidade para todos os mercados, no entanto os mercados de luxo/premium ainda não estão tirando o total proveito do seu potencial, mas a necessidade de adotar uma estratégia de negocio omnichannel esta crescendo e se mostra fundamental. Esse trabalho apresenta um estudo exploratório baseado em estudo de caso de como as marcas de moda premium brasileiras estão usando a Farfetch, e-commerce, como uma estratégia de entrada de mercado e como isso as afeta. A questão de pesquisa desse estudo é: Como a Farfetch esta ajudando no processo de internacionalização das marcas de moda premium brasileiras?, e para responder essa pergunta foi conduzida uma entrevista em profundidade com a responsável por desenvolvimento de novos negócios da Farfetch, alem de uma extensa pesquisa de dados secundários Conforme esperado, o estudo encontrou uma lista de trade-offs de usar e-commerce, mesmo especializado em luxo, mas com uma estratégia de marketplace, como estratégia de internacionalização para as marcas que assim o desejam. Conforme o estudo da Altagamma e McKinsey (2015) '[…] marcas de luxo não tem mais escolha senão abraçar a era digital e se tornar um verdadeiro canal omnichannel. Isso vai exigir uma atenção redobrada tanto na experiencia do consumidor como na estratégia de engajamento do consumidor.' Com um olhar tanto da perspectiva da Farfetch, tentando entender o porquê oferece essa oportunidade para as marcas, como das próprias marcas para entender se essa e uma abordagem viável. O estudo apresenta contribuições para os dois lados, oferecendo ferramentas para as marcas analisarem as razões e melhor abordagem para internacionalização, assim como a explicação do modelo de negócios da Farfetch, e as vantagens que ele pode trazer, assim como uma analise geral do marcado com suas tendências para a Farfetch
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Svensson, Elin, and Amanda Karlsson. "The Swedish Country of Origin Effect : The influence of the Swedish country image on brands promotion strategy." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-106076.
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The purpose of this thesis is to explore how the country image influences Swedish brands in their promotion strategy. The thesis will explore what underlying factors come to influence the country of origin effect in the brands promotion and which cues are used when communicating their origin with consumers. To address the purpose of the thesis, the following question will be answered: How does the country of origin influence Swedish brands in their promotion strategy?In regard to the research question and purpose, the theoretical framework includes previous studies related to different dimensions of country of origin and the effect it has on consumer affinity, different stereotypes regarding country image as well as different COO-strategies. To answer the research question, this thesis contains a qualitative research approach, with an inductive method and a multiple case study design. We interviewed 3 companies, within 3 different product categories which gave us valuable insights regarding how the Swedishness is communicated to consumers and how the Swedish country image is perceived internationally on different product categories. An analysis was made with the empirical findings together with the theoretical framework, with comparisons between the companies as well as pointing out differences and similarities between the case companies. The overall findings from this thesis is that Sweden holds a positive image internationally and that it is beneficial for companies to promote their Swedishness. The different companies also emphasize different cues in their promotion, to get a match between product category and country image, hence use the Swedishness in different ways.
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Shankarnarayanan, Sundar. "Cost Optimization Solution&Testing Strategy for HMI (Human Machine Interface) Products." Thesis, KTH, Industriell produktion, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-55465.
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The automotive sector has been the most happening industry in terms of development ever since its creation. With markets emerging across the globe in the automotive sector there are newer challenges in terms of providing new products at lesser cost but without compromising on quality. Testing cost of electromechanical components (HMI) is high and which in turn has a direct impact on the final price of the product, which they are selling it to their customers. One way to counter this issue is to outsource. The aim of this thesis is to actually provide business intelligence where by the midsize segmented automotive suppliers are benefited and the cost of testing can be reduced. The product in focus here is an electromechanical component (HMI) for commercial vehicles. The main contribution in this thesis has been the analysis & implementation of the outsourcing strategy. There were two approaches one being a theoretical approach where a market research was done to get an overview of the current trend and studying the demands of different customer for testing. The second half has been practicality implementing this data collected. Here no assumptions have been taken and the data collected has been obtained purely based on interaction with various test vendors across Europe. Cost optimization analysis was further done in order to arrive at a conclusion of preferred suppliers. Also another strategy used was by investigating possibilities for making some test in house and defining standardized test plan procedures for them. Thereby providing an overall strategy for testing with cost optimization as the main focus also leading to an edge over their competitors and increasing their market share.
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Kalén, Ekblad Emelie. "The Business Model House : A Study in Business Model Decision-Making Tools." Thesis, KTH, Entreprenörskap och Innovation, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-169461.
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In the world of today, constant change is the “new normal”. The context of our global economy calls for a new set of entrepreneurial leaders; leaders who embrace and diligently find the way forward for their organizations. In this context, leading decision makers need efficient tools for smart business model decision-making. (Ries, 2011) Thus, this thesis sets out to answer following questions, with the purpose to inform those seeking a fundament for advantageous business model decision-making. MAIN QUESTION: Can the Business Model Canvas be an advantageous tool for business model decision-making in large enterprises? SUB QUESTION 1: What are the limitations of the Business Model Canvas in the decision-making process? SUB QUESTION 2: What modifications might be applied to increase the relevance of the Business Model Canvas as a tool for large enterprises? To answer these questions, the thesis presents relevant theory regarding key concepts behind the business model, frameworks and tools commonly used in the startup community (the Business Model Canvas, Customer Development, Lean Startup, and Lean Canvas), as well as an overview of the concepts of strategy and dynamic capabilities. The empirical procedure begins with hybrid brainstorming sessions and in-depth interviews, and continues with a workshop and evaluation interviews and questionnaires. The empirical work is conducted with Microsoft Sweden Services’ executive leadership team, spanning a time period of approximately one month. The results are derived by reviewing the empirical findings in light of theory. In short, the results show: (1) That five out of six leadership team members regarded the Business Model Canvas (BMC) as a 4 or 5 on a 1-5 scale, ranging from “Prefer traditional tools” (e.g. a business plan), to “Prefer the BMC” (2) That the following areas where identified as “Key areas of improvement” by the leadership team (number of members considering this a key area for improvement in brackets): Connection to strategy (4/6), Connection to organizational capabilities (3/6), Connection to values (2/6), Mixing different levels of abstraction (1/6), Connection to compete (5/6), Ability to track development over time (4/6) The results are then discussed and analyzed, presenting critique of and limitations to the tools, as well as suggesting modification and a new model, The Business Model House (The BMH), which was created by this researcher and is based on following decisions: Integrate chosen aspects of the BMC and the Lean Canvas Add a foundation of values Add a ceiling of strategy Add an intersection of dynamic capabilities Add a third, optional, dimension capturing the transition between business models and innovation accounting. The purpose of these development decisions is to offer a more holistic and yet simple tool for business model decision-making.
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Burton, N. "Conceptualizing ambush marketing : developing a typology of ambush strategy and exploring the managerial implications for sport sponsors." Thesis, Coventry University, 2012. http://curve.coventry.ac.uk/open/items/9bd69c07-2918-4b25-98c4-4654b44351c4/1.
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As sport sponsorship has grown in importance and sophistication over the past three decades, so too have the efforts made by un-associated brands to capitalize on the financial benefits and media value provided by sport. By offering would-be sponsors an alternative means of associating with an event without the substantial expense of securing an official partnership, ambush marketing has become a major threat to the investments made by official sponsors, cluttering the marketing environment surrounding sponsorship and challenging sponsors for consumer attention and awareness. Unfortunately, our understanding of ambushing and its impact on the management of sponsorship programmes has been limited by the predominantly atheoretical, outdated perspective of ambush marketing espoused by commercial rights holders and event organizers. This study presents a conceptual examination of ambush marketing, providing a theoretical investigation of the nature, role, strategy and impact of ambush marketing and a renewed perspective of ambush marketing as a form of marketing communications. Contemporary ambush marketing represents a strategic alternative to official sponsorship, which offers a brand access to consumer attention and awareness by creating an affiliation, whether implicit or explicit, with an event or property. This previously unexplored complexity and diversity has informed the construction and development of a typology of ambush strategy which contemporizes past ambush marketing research and affords new insight into the role and evolution of ambush marketing, and its impact on sport sponsorship management. The development of a theoretical conceptualization of ambush marketing represents an integral step in the advancement of the academic study of ambushing, and affords the opportunity to better understand the impact of ambushing on sponsorship and to further explore the nature of ambush marketing.
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Hoang, Tinh, and Angelika Hartner. "Backsourcing – a case study of a middle size manufacturing company taking an outsourced function back in-house." Thesis, Umeå universitet, Företagsekonomi, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-90661.
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For a long time, companies have been using outsourcing as main strategy to overcome obstacles and gain competitive advantage. The reasons for doing so are many, including the possibility of cutting cost, sharing risk and focusing on the core competences. However, current research shows that outsourcing has reached its limits and companies start considering alternative solutions and revising their sourcing strategy. Therefore, an upcoming trends is to backsource. This describes the process of taking previously outsourced functions back in-house. As outsourcing brings a loss of knowledge, the matter of backsourcing is not always an easy one and therefore, bringing various challenges, which need to be overcome.The decision for backsourcing is taken when the outsourcing strategy no longer provides the best solution for the company to gain competitive advantage. On the one hand, the outsourcing partner might not be able to deliver the desired quality of the products or services anymore; on the other hand, the company itself might discover new opportunities, which provide more profit. Important motivations for backsourcing include regaining control of the core business activities, dissatisfaction with the outsourcing company, merger and acquisition etc.There are many risks and challenges managers have to consider when deciding to backsource an activity. The challenges derive from both internal and external issues and may vary based on the characteristics of each company and the business environment. Moreover, being aware of critical success factors can enable a company to fasten the backsourcing project and bring it to an end more successfully.This thesis aims at increasing the understanding of motives, challenges and critical success factors for manufacturing companies when conducting a backsourcing project. Therefore, a middle-sized manufacturing company’s backsourcing project has been investigated. From this case study, we were able to derive essential factors by interviewing managers in the under-explored field of manufacturing companies’ backsourcing projects.The result of this study shows that the matter of backsourcing plays a major role in every company’s strategy. Motivations for backsourcing could be connected either to dissatisfaction, the opportunity to gain market share or the opportunity of acquiring a competitor. Being clear about these motives and evaluating them carefully is the first step of the process. By having a strong project team, the challenges can be handled and overcome. Moreover, identifying and knowing the critical success factors enables the company to allocate its resources and in this sense to bring the project successfully to an end.
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Webb, Brian M. "Minority Party Strategy in the House of Representatives: Cross-Pressuring and the Motion to Recommit." Digital Archive @ GSU, 2012. http://digitalarchive.gsu.edu/political_science_diss/26.
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The minority party in the House of Representatives possesses few procedural advantages. As a result, it is typically dominated by the majority party. I argue that the minority controls the use of one procedure in the House, the motion to recommit, and that it uses this control to strategically cross-pressure members of the majority party. Ultimately, this cross-pressuring places the minority in a win-win situation where they either receive a policy victory or better election results. The results of this project overwhelming support the theory of cross-pressuring and indicate that the minority is able to design, implement, and reap the benefits of its own strategy in the House.
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Yu, Lee-Chung, and 李中瑜. "Traditional Food Packaging Design and Brand Strategy -A Case Study of red tile house Souvenir." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/32002053632917587902.
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碩士國立聯合大學
創設產碩專班
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The package boxes are originally designed to maintain the quality during transportation. Currently, the gift packaging styles and texture are getting more and more diverse. This study adopts Kansei Engineering to explore the relations between styles and form features of rice dumpling package design. Moreover, important form treatments that will affect customer’s purchase intention and important images are explored. From the survey, user’s needs and image perceptions toward rice dumpling package design are clarified. At last, a series of souvenir gift design is proposed for the Red Tile House brand. Data collected from the subjects were used for quantitative analysis. From regression analysis, correlations between images and form features of the rice dumpling gift package design are examined. In terms of colors, special colors in the package design have higher postive effects on enhancing user’s purchase intention and willingness in use. For the treatments of cover design, separated type is preferred because the cover the the gift box can be reused, reaching the benefit of environmental protection. Moreover, the handle bar design brings forth a new quality image different from traditional food package. Fro the texture of package, fabric texture is more preferred by the users because it is durable, heat-resistant, cold-resistant, various in patterns, easy to use, but of higher cost. In addition, paper material is a good choice for its flexibility in design. More importantly, decorative accessories can add design sense. The graphics of flowers and Chinese ink-and-wash painting are helpful for better image perception and purchase intention. Graphics and colors of flowers and plants are popular and can match all sorts of package design. The results obtained from this study can serve as a reference for gift package design in the future.
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HUNG, CHING-WEN, and 洪靖雯. "Extension Strategy of Foreign Brands." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/39051002715281295339.
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碩士逢甲大學
國際經營與貿易學系
105
People can see various of brands from all over the world due to globalization in Taiwan. The competition between brands is extremely fierce, especially when foreign brands want to take some market share in local market. Hence, the foreign brands prefer to use local marketing strategies to attract local customer, and product extension is one of the strategies. This study focuses on the foreign brands’ confectionery, chocolate, in Taiwan and analysis from customer’s perspective. Trying to reveal that whether the parent brand concept (prestige/function), extension category (local/foreign), and endorser ethnicity (Asian/White) will affect Taiwan’s customer purchase intentions. The research adopts experimental design to analysis Taiwanese consumers’ purchase behavior in Taiwan market. The result shows that endorser ethnicity would influence extension strategy of foreign brands. Thus, it should be carefully when foreign brands generating advertising strategy.
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Hsu, Wen-Yu, and 許文瑜. "Reforming Brands - A Design-based strategy." Thesis, 2006. http://ndltd.ncl.edu.tw/handle/05548545199459931300.
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碩士國立成功大學
工業設計學系碩博士班
94
Epoch-making “design” seeks the uniqueness of the product and the sustainable competitiveness. A brand combines the core values of corporate development and product service. Innovative products with good design models can convey unique brand identification to customers, enhance their purchase willingness, improve the added values of products and services, and be distinguished in business competition with high brand identification. What role does design and innovation play in the brand development? How could a brand become familiar to customers through brand strategy, and how could the products and service be improved through brand development? How do companies use design strategy to establish new directions for the brand? This paper discusses the brand innovation model based on design strategy, and adopts methods of literature review and case study to find the design strategies adopted by companies for different brand orientations, as well as the influence of the existence of brand innovation. It also discusses the involvement of design in modes of Brand development during the brand innovation process, and the strategies during the execution process. The results are as follows: 1) through literature review, generalize the influences of design on brand innovation in the company, and establish 6 management models the affect the brand innovation; 2) discuss the strategic applications of different goal-oriented successful brands; 3) compare difference of strategies of goal-oriented brands in management models; 4) the influence of the execution of design on brand innovation. This study analyzes the design execution of different brand innovations, in order to discuss the influences of design on brand innovation. The results are hoped to provide revolutionary models with design strategies in the brand innovation projects. Innovation design is an emerging force, which is strong enough to overturn market rules. Many discussions have shown the importance of industrial design to brands, and confirmed the significant effects of design on brand values. Design should become a core force, and combines with identified targets and strategies management in the brand innovation process to create the maximum competitiveness. Therefore, this study probes into successful brands to find out about the management models for executing brand innovation and answers to creating successful brands. It hopes to provide confidence to companies in establishing brands, and more opportunities to competitive advantages.
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Jiang, Chien-Shiun, and 江建勳. "IC Design House Strategy Analysis." Thesis, 2006. http://ndltd.ncl.edu.tw/handle/93148673545255515050.
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碩士國立臺灣大學
國際企業管理組
94
Taiwan Semiconductors industry prospers since some ten years ago. Thanks to TSMC foundry business model innovation, it fuels the growth of Semiconductors design houses businesses. Though, there are many design houses appear to be meteoric, which cannot sustain their market leadership position in very next generation. This study is to analyze Integrated Circuitry design houses strategies by focusing on three design houses: Mediatek and Via in Taiwan, and Broadcom in America. The study examines the research & development and marketing strategies of those companies, as well as their people management, culture build-up, and strategy execution. Derived from there, the empirical results show the generic strategy to position Integrated Circuitry design houses. The conclusion of this study is that IC design houses have to choose between cost oriented and technology/market oriented strategies. For design houses focusing on cost oriented strategy need to build strategic relationship with suppliers, and local R&D development to ensure their advantages on cost and speed to expand their product lines, so that they can reach the strategic goal of gaining high market share. The other strategic choice is to focus on technology and market. They have to build strategic relationship with key customers, excellent in merge and acquisition, and international R&D management to acquire technology breakthrough, setting industry standards, so to achieve high gross margin strategic goal.
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Tiao, Hsiao-Chien, and 刁小倩. "THE STUDY OF MARKETING STRATEGY FOR BRANDS'' COSMETICS." Thesis, 2004. http://ndltd.ncl.edu.tw/handle/08178044445280831585.
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碩士國立臺北大學
企業管理學系
92
Since 1990, the cosmetics of Taiwan enter the pluralistic products district through the market, the cosmetics no longer only a kind of the luxury goods, strengthen under the specialized cosmetics brand image in Japan, U.S.A., French which are three major cosmetics group, except distinguish the color make-up and skin care products, furthermore make every brand erect the image of their own brand in accordance with the speciality. This research regards color make-up and skin care products brand market as research object, in order to use several more than variable analytical method, to probe consumers'' behavior into this market. The relevant information that the market reflects gathers together to exactly appear from the materials, plan to make positioning, product performance that district on the segmentation, define the main goal of consuming groups, brand for the color make-up and manufacturer of brand market of skin care products further, and discuss the relevant strategy about product, price, place and promotion thereafter.
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Chen, Rou-yi, and 陳柔伊. "Multi-brands Strategy Discuss Of Fashionable Luxury Groups." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/17140182457451617810.
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碩士南華大學
國際暨大陸事務學系亞太研究碩士班
100
Savor is a dynamic showpiece in people’s life, and today, cities are extension stages for people to show their tastes. So in recent years, consumer’s consumer competence increases, and there are a few boutique brand that began to take notice of this part of the market and discovered that while consumers affirms the brands, different aspects about life economy can make dandy industry make use of the brands efficiently and at the same time retain their values. Brand is an important index for consumers during an act of purchase, and mass media are “spokesmen of brand packaging”. Relatively, brand marketing is already on its way with the observation of the pulse of fashion of brands each season. Therefore, the main purpose of this research is to analyze how fashionable high-quality goods industry utilize multiple brands in marketing. Combining records, documents, and surveys through questionnaires, the author further makes inductions through the examples, thus being the basis for this paper. The author also hopes to provide virtual reference for Taiwan’s fashion industry, in ways such as design, marketing, and managing.
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WANG, YU CHI, and 王鈺琪. "A Study on Innovation Strategy for Honey Brands." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/t2abu5.
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碩士國立臺中科技大學
商業設計系碩士班
105
The pure Taiwan honey market was imitated by climate change. The imported honey and adulterated honey existing. Consumers can’t be assured purchase. It results in adversely affecting the Taiwan beekeepers. Thinking over positively in beekeeper’s viewpoint to know Taiwan honey market. The researchers should emphasize both quality and quantity of research methods. This study mainly discusses the future of honey brand building and new packaging applications. Several conclusions derived from this research are as follows. The first part of the consumers purchased Taiwan honey in questionnaires method. The second part of the researchers interviewed beekeepers with an in-depth interview approach. Based on the above viewpoint, incorporating brand design and package design, thus provides some suggestions and directions about honey brands. Summarizing the following discoveries: First, consumers will value more on the quality. Second, high light the honey features of package will also be the top issue. Third, having impressive of brand name and small container packing. Design is not limited to graphic visual, but to give a direction for a better business model path.
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Rodrigues, Adriana Filipa Gomes. "Yum! brands: as one strategy ends, another begins." Master's thesis, 2020. http://hdl.handle.net/10362/105692.
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Yum! Brands’ equity report suggest sa buy recommendation for there spective stock, in 2020. The report focuses in the past, present and future of the company. The company overview was presented to explain its figures and strategies. The industry in which the company operate in was equally presented, in order to observe its evolution and trends. The evolution of unit count and the sales per restaurant and average income per restaurant were the most relevant value drivers found to better forecast the company’s revenues. Lastly, the discounted cash flow method was used to evaluate Yum! Brands.
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Figueiredo, Sara Lopes de Campos. "Content marketing and beauty and cosmetic brands' strategy." Master's thesis, 2018. http://hdl.handle.net/10071/18639.
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The aim of this research is to understand if a healthy partnership between beauty brands and Digital Influencers is, in fact, a good marketing strategy and if it has a positive impact on beauty brands.
An attempt will be made to understand the work of a Digital Influencer and how strong her/his actions are when it comes to influencing customers to become aware and buy beauty and cosmetic products.
The existing literature confirms that social media is having a growing import role for brands when communicating with customers, in understanding their preferences and in better adapting their product strategy accordingly. It is also clear that social media contributes to increased brand loyalty, while influencing the brand’s perceived value in the long term.
The literature review also covers the topic of consumer behavior and how relevant content marketing is on brand awareness and purchase decisions.
A set of interviews were also conducted aiming at beauty and cosmetics professionals – L’Oréal, Mary Kay - and these have demonstrated that content marketing is indeed part of present strategies and that customers are influenced by what Digital Influencers say or do.
Instagram is the social network that is most used to share content, whether it comes from the beauty brand itself or from the Digital Influencer.
At the same time, it is important that brands choose to partner with Digital Influencers, who relate with the core values of the brand and that are true when communicating them to the customers.O objetivo deste trabalho de pesquisa é compreender se, nos dias que correm, uma boa estratégia de marketing passa pela parceria entre as Marcas de Cosmética e as Digital Influencers. Irá ser estudado o que é ser uma Digital Influencer, o trabalho que requer e o quão e influenciadoras são as suas opiniões no que diz respeito às motivações de compra dos consumidores de produtos de beleza e cosmética. A literatura existente confirma que as redes sociais têm vindo a ter um papel crescente no poder e no reconhecimento que as marcas de cosmética têm e na sua importância como elo de comunicação com os consumidores. Desde dar a conhecer novos produtos, até a entender as suas preferências, de forma a praticarem uma estratégia de marketing mais focada, personalizada e adequada ao target. É também evidente que as redes sociais e as comunidades criadas à volta de uma marca ou tema de interesse contribuem para aumentar a fidelidade à marca, ao mesmo tempo que favorecem o valor da mesma numa estratégia a longo prazo. A revisão de literatura também aborda o conceito de comportamento dos consumidores e o quão relevante é o marketing de conteúdos na influência das suas decisões de compra. Foram realizadas entrevistas a profissionais de duas marcas de cosmética - Mary Kay e L’Oréal – que confirmam que o marketing de conteúdos é, sem dúvida, uma estratégia atual e que os seus clientes são influenciados pelas Digital Influencers. Sendo o Instagram a rede social mais utilizada para partilhar conteúdos e mais visível por parte consumidores, é importante que as marcas e as influencers trabalhem em conjunto na apresentação de uma imagem que represente a identidade e os valores de ambas as partes.
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Cheng, Ay-Ling, and 鄭愛齡. "The Study for Strategy of Private Brands of Hypermarket." Thesis, 2008. http://ndltd.ncl.edu.tw/handle/58513162725672711630.
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碩士國立臺北大學
企業管理學系
96
The hypermarket in Taiwan has progressed for the past 20 years. Competitions became enormous as new businesses entering the market. To survive and stay ahead of the competition, low cost strategy is essential. Businesses in hypermarket influenced mostly from Europe and America. But to differentiate and be advantages in competition, private brands were evolved. The creation of private brands attracts new lines of customers and set higher sales. Although there are approximately 2,000 private brand products created in hypermarket throughout the years, but they represent only 5 – 10% of total sales; unlike Europe or America, private brands nearly dominate the hypermarket and represent total sales of 30 – 40%. It is important to study and justify the key element as why private brands in Taiwan hypermarket did not result as anticipated. At first step, qualitative research is the method used, and 6 key elements were identified from the research: accessibility scale, authority and responsibility of brand operator, R&D of company, financial capability, product quality, and marketing ability. This research was conducted on 3 leading hypermarket businesses in Taiwan (RT-Mart, Carrefour, and Geant) by interviewing the mangers in the apparel department. This will help to understand each hypermarket’s processes and managing strategy of their private brands, compare and analyze the similarities and differences in relation to the elements identified, and evaluate each private brand strategy. The research concluded as follow: (1) There are about 150 hypermarkets in Taiwan with the majority being the 3 mentioned in this research. RT-Mart has 24 stores, Carrefour has 48, and Geant with 14 stores. These 3 hypermarkets clearly have advantage in accessibility in Taiwan, and positive effect should derive from private brands strategy. (2) Manager in each department draws their own managing strategy of the private brands. With limited authority, it is difficult to plan a well-rounded private brand strategy. (3) The R&D of the private brands is lack in planning and managing, and uniqueness of the brand is not easily obtained. Consumers therefore are not stimulated and attracted to purchase. (4) Quality control of the private brands from OEM is not easily managed by the hypermarkets. Inconsistency may be present in product quality. (5) Hypermarkets advocate and compete with low costs but at the same time jeopardize in investing more funding to develop private brands. Although private brands strategy in hypermarket has accessibility advantage, but improvements in other elements are necessary in order to effectively and efficiently manage their private brands. Secondary, according to the former research, consumers’ purchase intention is influenced by economic, psychosocial factor and cost. The subjects who shopped in the hypermarket were asked to participate in the study. After our questionnaire survey, we collected 350 samples and 253 of them were effective. Regression analysis and ANONA analysis were used. The research conclusion is that there are low recognition and acceptance of private brands among consumers compared with manufacturer brands. The quality and convenience of private brands still have room to progress which results in that the strategies of private brands are not as successful as expected.
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Hu, YuGan, and 胡渝淦. "The study of Advertising Effect for Multi-Brands Strategy." Thesis, 2000. http://ndltd.ncl.edu.tw/handle/33481492117084222048.
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碩士淡江大學
管理科學學系
88
In the decade of over supply of products, consumers encounter so many brands, They always switch the brand for some incentives. In order to adopt the multi-brands strategy to attract consumers and to expand the whole market share for the same category products. The data were obtained from a stratified random proportional allocation sampling from the students in business administration department of Tamkang University. Several statistical methods are used to dissert the datum, such as validity analysis, reliability analysis, one sample t-test, frequency distribution, factor analysis, cluster analysis, analysis of variance (one-way), discriminate analysis and chi-square test. The results of this research are as follows： 1.Lux brand：advertising cognition group is obviously related with gender and native origin, advertising attitude group is obviously related with age, brand attitude group is obviously related with native origin. 2.Organics brand：brand cognition group is obviously related with gender. 第一節 研究動機 1 第二節 研究目的 2 第三節 研究範圍與對象 3 第四節 研究流程 5 第二章 文獻探討 6 第一節 涉入理論 6 第二節 品牌理論 13 第三節 廣告效果的衡量 24 第四節 本研究觀念性架構 35 第三章 研究設計 36 第一節 觀念性名詞定義 36 第二節 研究假說 38 第三節 問卷設計 39 第四節 抽樣設計與樣本結構 41 第五節 信度與效度分析 48 第六節 研究方法與分析性架構 52 第四章 實證分析與研究發現 56 第一節 購買意願之次數分配及平均同意程度傾向 56 第二節 因素萃取與命名 60 第三節 廣告效果各構面之集群分析 71 第四節 麗仕品牌廣告效果與人口統計變數之分析 87 第五節 坎妮品牌廣告效果與人口統計變數之分析 93 第六節 研究結果 97 第五章 研究結論與建議 101 第一節 研究結論 101 第二節 研究發現 103 第三節 研究限制 104 第四節 後續研究建議 105 《參考文獻》 106 附錄 個案公司、產品簡介 111 附錄 論文問卷 118
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Lin, Tzu-Heng, and 林子恒. "The Internationalization Strategy for Food and Beverage Brands in Taiwan." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/5txppe.
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碩士國立臺灣科技大學
企業管理系
106
With the increasing interconnectedness of national economies, small and medium-size enterprises (SMEs) of Taiwan have been recognized as the key driving force of economic development. In order to have a further development, business in Taiwan need to understand the trend of being international of brands. Although there are many studies about brand internationalization, only limited studies are conducted to comprehensively investigate in building a local food and beverage chain store into a global brand. Since food and beverage industry represent Taiwan’s unique culture, we believe brand exporting will directly improve food and beverage industry so as tourism industry in Taiwan. Therefore, this research will contribute to the literature by drawing insights to the internationalization of food and beverage industry. This survey is conducted by respectively in-depth interviewing senior managers from four local f&b companies that had already successfully built the brand internationally. The aim is to list the common problems and find solutions for internationalizing food and beverage brands of Taiwan. Furthermore, this research provides three managerial implications and gives practical guidance for the business on how to implement brand international strategies. This paper presents three managerial implications: 1.The corporate structure and strategy to license out brand know-how. 2.The market entry strategy to a new market. 3.The optimal operational model to tap into a new market.
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YU, CHAO-HSU, and 尤兆旭. "The entry modes and marketing strategy of international fashion brands." Thesis, 2005. http://ndltd.ncl.edu.tw/handle/99704516234765674835.
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邱千容. "A Study of Business Strategy of the International Luxury Fashion Brands." Thesis, 2002. http://ndltd.ncl.edu.tw/handle/59904664780428043076.
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碩士實踐大學
服裝設計研究所
91
Driven by the wave of globalization, it is what many companies have expected to bring their brands into the international arena. In the international fashion stage, it is often heard that Taiwanese fashion brands have walked out of the island and this has been done for years. However, how many of them can really represent Taiwan and take ground in the world? Are there any differences in business strategy and logics between foreign and Taiwanese brands while emphasizing the innovation and design capability of the latter? Are there any successful marketing experiences of internationally renowned fashion brands that can set an example for Taiwanese brands? Hence, the study is aimed to investigate the following issues: 1.What is the ideal entry mode to the international marketplace in the internationalization process of fashion brands? What are the factors of influence? 2.What are the marketing strategies that foreign brands focus on? Are the strategies affected by different entry modes? 3.How do international fashion brands adapt themselves to the “globalization” and “localization” issues in transnational operation? 4.What are the key factors to a successful business operation for an international fashion brand? To provide the thinking structure in terms of business operation of a fashion brand, the study has chosen six representative international fashion brands — Gucci, Celine, Giorgio Armani, Polo Ralph Lauren, Max Mara, and Hugo Boss — for in-depth research and qualitative analysis. Business strategies and marketing approaches of the international fashion brands are analyzed with validations of theories and practical applications. Relevant suggestions are provided to fashion businesses by analyzing and comparing the brand operation strategies among different fashion brands in order to improve the competitive strengths of Taiwanese fashion brands in their international development. The study has drawn the following conclusions with case analysis and induction: 1.Sole venture or joint venture is a better entry mode to the international marketplace from the perspective of long-term brand operation. 2.The globalization marketing strategy of an international fashion brand has become a trend and does not differ because of different entry modes. 3.The international marketing strategy of a fashion brand must take its product strategy as the first priority, which is followed by advertising and PR, channels, and pricing strategies. 4.Continuation of “consistency” in brand designs is the key factor to successful sustainable operation of international fashion brands. “Brand image” is the competitive advantage of international brands and the foundation that drives brand assets and helps achieve long-term profits. 5.Taiwanese fashion brands should make the best of their “International PR” strategies on the way to internationalization to supplement the shortage in advertising resources. Key words: brand, fashion industry, entry mode, marketing strategy, globalization strategy
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Huang, Ching-Cheng, and 黃清政. "A Cooperative Strategy Analysis of Major Asia-Pacific Smart Phone Brands." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/62636714313709502235.
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Cheng, Shao-Tien, and 鄭紹添. "Competitive Strategy Analysis of Foreign Brands LCD TV in China Market." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/f2smz3.
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碩士國立臺北科技大學
管理學院工業工程與管理EMBA專班
102
TV is a product with integration of audio and video technologies. The TV market involves revolution from monochrome to color, from the cathode ray tube to the flat panel display that requires innovation of LCD panel technology. Up to now, the penetration rate of LCD TV nearly achieves 100%. In the foreseeable future，LCD TV will be the mainstream technology of color television. Under the integration of the three networks (telecommunication networks, broadcasting television networks and the Internet), the digitization and the popularization of internet, the television gradually becomes a home entertainment center, the family message center as well as the contents of the operating platform. In particular, China is the largest LCD TV market worldwide and the main battlefield for all LCD TV brand makers. This research mainly focuses on the China LCD TV market for foreign brands that competes with the domestic brands. The reasons why those foreign brands show competing advantage in the world, but not in mainland China, are investigated through the PEST, diamond model, five forces and the SWOT analysis. Based on the analytical result, this research proposes a competitive strategy and identifies opportunity in China market, so the foreign brands LCD TV makers can use as reference to enhance its competitiveness.
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CHIEH, LIN TZU, and 林紫潔. "The E-Commerce Strategy of Fashion Brands - An Example from PRAXES." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/8b9ns4.
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碩士實踐大學
服裝設計學系碩士班
103
Since 2009, Internet had entered the web 3.0 generation, which is the era that e-commerce is surrounded by personal experience as the core concept of the Internet. With the rapid development of cloud technology, the Internet has become a virtual ecosystem which is necessary, and even what makes people live. In 2013, German proposed the concept of Industry 4.0, using networking and Internet of things services to improve production processes, making the rate of manufacturing computerization, developed digitalization and intelligence higher, and resource efficiency saving and comprehensively develop automation machinery of wisdom factory. However, fashion design and manufacturing in the last pipeline process could not be replaced by machines, and production lines still rely on a lot of manpower turners. Taiwan garment industry developed from OEM (Original Equipment Manufacturer), and ODM (Original Design Manufacturer) to the current stage of OBM (Own Branding & Manufacturing), which is the transition period. Brand / corporate cannot avoid moving another stage in the electronic business. The reason is that facing emerging global e-commerce market, manufacturers’ discount policy of low-cost advantage cannot highlight the differentiation of brand, and neither is the business’ eternal way of management. Fashion brand in the business of e-commerce entered the advanced level. Exploring cutting-edge designer brand new e-commerce business model, companies have to consider the ecosystem to its entire of the garment industry, which begins with the relationship between the consumers and the retail models. In Asian retail markets, which originated from industrial manufacturers, has always been in great demand for the variety of design, quantity and price, but long-term stagnation of economic growth, facing a wave of rapid rise of low-cost fashion brands, how designers’ brands can win the fast fashion brands and maintain long-term advantage, they have become the biggest difficulties of brand management. The research paper induce and collate the brand business strategies and e-business application solution of PRAXES through questionnaires about shaping PRAXES’, consumer group portrait and survey of how various ethnic groups see PRAXES, Learning from the success of high-end American clothing brand J.Crew, which catalogs transited from mail-order catalogs to e-commerce online shopping, yielding PRAXES brand in e-commerce business for generations 3.0; it centered on concept of the users’ experience and synergistic the core competitiveness of the brand, the fashion brand of e-commerce business became mainstream. It makes use of multiple angles from the structure of the brand’s official website and digitized social media platform. Designers’ brands from small production of high-cost production model thinking, the use of the digital data link of the supply chain, the use of integrated application operation O2O actual situation, to provide personalized, small quantities, varieties of style, short delivery of rapid reaction Digital production supply chain clothing producing patterns. In order to meet with modern ecological business virtual networks, save resources, reduce inventory and improve efficiency, it based on the practical application of the policy as a fashion brand in e-commerce operations. Exploring from J.Crew’s mail-order catalog and e-commerce success stories, market differentiation via a complete lifestyle shaping target groups formed distinct style of brand culture can be understood. It is analyzed the result through questionnaires, interviews and in-depth cross three coding. A group, who loves luxury brand goods, responses that PRAXES have to upgrade on its use of materials and textures. B group, which like to buy contemporary brands, they usually have the purchasing habits of highlighting personal traits and unique style, and meets with PRAXES contemporary orientation, but the style and the items have to trim for youth, internationalization and harmony。And significantly enhance the operating frequency of social media and further reflection on the media exposure for the operation. It should be made in an academic context that PRAXES and other designers’ brands on market segmentation are clear, showing PRAXES characteristic. Therefore, the brand's official website, social media network, and O2O actual situation of e-commerce for the integration of diverse, is to position B group’s lifestyle. The core concept of e-commerce strategy, diversified business-oriented e-commerce, deep brand culture presented in each media exposure on can complete presents unique brand of style. Inducing groups C and D, who cares about the value for the economic factors, reflects PRAXES in the commodity structure and production process of cost control. With Toyota's standardized production processes and ZARA fast fashion supply chain model and reference to the principle of industrial intelligent production 4.0, it introduces the designer's job into systematic production processes to improve efficiency, reduce waste of resources, and reform mass production mode in order to reduce the cost of production, seek to correspond with the fast fashion brand competitiveness. Finally, the strategies PRAXES new brand management operations on e-commerce can be collated and analyzed. In this study, e-commerce of the fashion brand business strategies aggregated conclusions is into two general directions and as follows points: 1. Fashion brand operation strategy at the official website and social media. 2. E-Commerce practicable in the application of supply chain - “ Rapid response supply chain”. (1) Brand management is surrounded by the target users experience, and innovate to their lifestyle. (2) Put emphasis on the core concept of e-commerce users’ experience. (3) Construct suppliers together to create a rapid response supply chain platform. (4) Link to the big data, aimed at order standardizing, produce according to "1261" in proportion. (5) Shape the brand culture through the core values of creative vision, innovative ideas, and marketing topics, etc. (6) Link PRAXES and its designers to make impression integration between platform designers and clothing products. (7) Use various social media properties to construct brand’s multi-appearance. (8) Integrate upstream to downstream of the supply chain to implement the actual situation under O2O online and offline integration
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Hsieh, Chin Yu, and 謝沁妤. "Marketing Strategy of Chinese Smartphone Brands – A Case Study of Xiaomi." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/y9at4v.
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碩士國立清華大學
經營管理碩士在職專班
103
In 2007, Apple launched the first generation of “I-Phone”, and there were thousands of Apple Fans in US queued for buying in front of the Apple Store and AT&T for days, even some of the media called it “Jesus Phone”. Apple not only raised the fanaticism of smart phone, but also initiated the technology revolution in the mobile phone industry. Afterwards, the legacy global mobile phone brands, such as Samsung, LG, Sony, and HTC, also the China local brands, like Hua-Wei, Lenovo, ZTE, and CoolPad, even including the emerging brands, XiaoMi, MeiZu, ViVo, OPPO, and Gionee, were all jumping into the smart phone industry, and starting the war of industrial standards and business model. It rises and falls so dramatically in those smart phone brands, however, the China makers are growing rapidly through the tremendous domestic market demand, the government’s subsidies and supports, the complete supply chain, and the intensive innovations. There were 6 of the top 10 worldwide smart phone makers were China brands in just 6 to 7 years by 2014. Most of them were appealing their customer values by the product differentiation, but XiaoMi caused the so-called “XiaoMi whirlwind” by its innovative business models and marketing strategies. It ranked the world’s sixth largest smart phone makers in 2014, after the release of their first generation of smart phone in just two and a half years. This research starts with the external environmental analysis and “Porter’s Five Forces Model” to come out a general industry overview, and extends with XiaoMi’s innovative business models and marketing strategies to verify their core competence thoroughly. Also, we benchmark with the leading smart phone brand, Apple, to generate XiaoMi’s SWOT analysis, and finally propose the strategic recommendations for how to win more customer trust to enhance the market share, brand image and influence.
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Tsai, Chia-Lun, and 蔡佳倫. "Game Attraction Strategy Research - Taking Online Game Brands as an Example." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/9v5g64.
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碩士輔仁大學
科技管理學程碩士在職專班
107
Although the game industry continues to flourish and become one of the hot industries, with the rise of mobile games and the contending of products on Apple and Android platforms, it is necessary to have heavy products to facilitate the breakout in the market. Research and discussion, deducing the relationship between online game brand sequel and game appeal, which enables game agents/issuers to obtain greater market share and revenue performance. The main purposes of this study are as follows: (1) In-depth understanding of the game industry overview and changes. (2) Understand the current status of the online game brand sequel. (3) Analysis of the main reasons for the growth of the case company through the online game brand sequel "Lingage M" and the current bottleneck. Through SWOT analysis, the strength of the company itself, compared to the Strength and Weakness generated by the competitors; analyzing the impact of changes in the external environment may bring the Opportunity and Threat, and then develop a combination of best business strategies to improve the perfor- mance of the gamania. In view of the current operation status of the game Orange, through the game's nearly seven years of financial data analysis, the main reason for growth in recent years and the current bottleneck, and SWOT matrix analysis, for the internal strength of the company itself (Strength), weakness (Weakness); external The changes in the environment affect the opportunities (Opportunity) and threats (Threat) of the enterprise. Based on the combination of the four qua- drants, the following six strategies will be developed to improve the performance of the gamania. Combination strategy of advantages and opportunities: [Strategy 1] Give full play to the scale and resource advantages of the Taiwan market and diversify into IP products. [Strategy 2] Reproduce the successful model of the product and actively coope- rate with the government project promotion direction (such as the e-sports in- dustry and the new southward policy project) to continuously expand the scale of the multinational operation of the game core business. Combination strategy of strengths and threats: [Strategy 3] In localized services, overseas manufacturers that are unable to compete aggressively cooperate with other derivative services. [Strategy 4] Deeply cultivate the Taiwan market and actively cooperate with the land-based manufacturers. Combination strategy of disadvantages and opportunities: [Strategy 5] Localized operation, showing the advantages of friendly service and establishing customer recognition. Combination strategy of disadvantages and threats: [Strategy 6] Adjust and optimize the product structure, and choose less competi- tors in the industry to focus on the main attack to increase profit.