Investigating Traditional Bakeries Business Strategy-A Case Study of Fu Tang Bakery

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Title:	Investigating Traditional Bakeries Business Strategy-A Case Study of Fu Tang Bakery
Authors:	Chen, Shin-Ming
Contributors:	國際企業學系碩士在職專班
Keywords:	traditional bakery business strategy brand image product innovation
Date:	2014-06-26
Issue Date:	2014-09-11 07:19:46 (UTC+0)
Publisher:	Asia University
Abstract:	In general all existing traditional bakeries throughout the country have their own business strategy and plan. It is extremely rare to see an traditional bakery that has more than a hundred years of history continually runs businesses. At recent years, our country encourages and promotes one town – one local specialty policy. Local specialty industry is therefore booming. Traditional bakeries take this opportunity and introduce their traditional culture background to establish their brand images. Not only focusing on product innovation bus also adding the brand images in packing to become a very popular industry. Each bakery adds new elements to products in order to improve the visibility in markets and increase competitive advantages by using new marketing approaches. It all aims to success in the competitive industry. Thus, this study first is concerned with the business strategy of traditional old bakeries. Secondly, in order to analyze and research it deals with the brand developing and product development. Using the example of Fu Tang Bakery to describe the past and current status of traditional bakeries and analyze all the factors caused by both inside and outside environmental impact in business operations. This research is a kind of individual social science case study and aims to achieve through depth interviews by recording and analyzing Fu Tang Bakery business growth pattern. Fu Tang bakery, a local regional brand under the condition of gradual shrinking on the local market consumers based on its localized business strategy is still trying to break down barriers, expand businesses outside the town by increasing sales shops, centralize production management and develop new markets and new products to struggle for successful businesses. Brand is the key factor for every enterprise to pay full attentions on it. To establish the trust of product value from consumers’ mind and build up the brand core value are the two necessary methods for more than hundred years of tradi-tional bakeries to continually success in operating businesses.
Appears in Collections:	[Department of International Business] Theses & dissertations

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