帳號:guest(3.238.250.105)          離開系統
字體大小: 字級放大   字級縮小   預設字形  

詳目顯示

以作者查詢圖書館館藏以作者查詢臺灣博碩士論文系統以作者查詢全國書目勘誤回報
作者姓名(中文):Manita Ratanamanit
作者姓名(英文):Manita Ratanamanit
論文名稱(中文):A Case Study of Business Strategy of Thailand's Leading Organic Superfood Producer
論文名稱(外文):A Case Study of Business Strategy of Thailand's Leading Organic Superfood Producer
指導教授姓名(中文):劉代洋
指導教授姓名(英文):Day-Yang Liu
口試委員姓名(中文):謝劍平
鄭仁偉
口試委員姓名(英文):Joseph C.P. Shieh
Jen-Wei Cheng
學位類別:碩士
校院名稱:國立臺灣科技大學
系所名稱:管理學院MBA
學號:m10721817
出版年(民國):108
畢業學年度:108
學期:1
語文別:英文
論文頁數:99
中文關鍵詞:organicbusiness strategystrategic marketinge-commerce
外文關鍵詞:organicbusiness strategystrategic marketinge-commerce
相關次數:
  • 推薦推薦:0
  • 點閱點閱:35
  • 評分評分:系統版面圖檔系統版面圖檔系統版面圖檔系統版面圖檔系統版面圖檔
  • 下載下載:0
  • 收藏收藏:0
Recently, organic products have been received enormous attention throughout the world due to an increase in customer awareness regarding health issues and environmental problems. More and more people are opting for healthier options. However, organic offerings remain a niche market. With high price issue, huge capital, production specialization, customers' limited knowledge regarding organic products, organic certifying process, and more, have made many companies cannot survive in this intense competition.

The purpose of this research is to identify what kind of business strategy that has been developed and implemented by Organic Seeds, Thailand's leading organic superfood producer as a case study. The findings show that Organic Seeds is focusing on offering and delivering high- quality products to pass the value to customers through never-ending product development and innovation. Moreover, Organic Seeds also concentrates on specific marketing strategies to reach both current and potential customers. Lastly, the company prioritizes customer satisfaction which is significant for the company's growth.
Recently, organic products have been received enormous attention throughout the world due to an increase in customer awareness regarding health issues and environmental problems. More and more people are opting for healthier options. However, organic offerings remain a niche market. With high price issue, huge capital, production specialization, customers' limited knowledge regarding organic products, organic certifying process, and more, have made many companies cannot survive in this intense competition.

The purpose of this research is to identify what kind of business strategy that has been developed and implemented by Organic Seeds, Thailand's leading organic superfood producer as a case study. The findings show that Organic Seeds is focusing on offering and delivering high- quality products to pass the value to customers through never-ending product development and innovation. Moreover, Organic Seeds also concentrates on specific marketing strategies to reach both current and potential customers. Lastly, the company prioritizes customer satisfaction which is significant for the company's growth.
ABSTRACT
ACKNOWLEDGEMENT
TABLE OF CONTENT
LIST OF FIGURES
LIST OF TABLES

CHAPTER 1. INTRODUCTION
1.1 Research Motivation and Background
1.2 Research Objectives
1.3 Research Content
1.4 Research Flowchart

CHAPTER 2. LITERATURE REVIEW
2.1 Organic
2.2 Superfoods
2.3 Value Chain Analysis
2.4 Core Competency
2.5 Competitive Advantage
2.6 Differentiation
2.7 Strategic Marketing
2.8 Positional Advantage
2.9 Customer Loyalty
2.10 E-commerce

CHAPTER 3. RESEARCH METHODOLOGY
3.1 Research Design
3.2 Data Collection Methods
3.3 Data Analysis
3.4 Research Limitations

CHAPTER 4. INDUSTRY AND COMPANY ANALYSIS
4.1 Industry Analysis
4.2 Company Analysis

CHAPTER 5. CASE STUDY ANALYSIS
5.1 Organic Seeds' Core Competency
5.2 STP Framework
5.3 Value Chain Analysis
5.4 Challenges
5.5 Future Plan

CHAPTER 6. CONCLUSION AND RECOMMENDATIONS
6.1 Conclusion
6.2 Recommendations

REFERENCES
Aertsens, J., Verbeke, W., Van Mondelaers, K., & Huylenbroeck, G. (2009). Personal determinants of organic food consumption, British Food Journal, 111, 1140-1167.

Arvola, A., Vassalo, M., Dean, M., Lampila P., Saba, A., Lahteenmaki, L., & Shepherd, R. (2008). Predicting intentions to purchase organic food: the role of affective and moral attitudes in the theory of planned behavior, Appetite, 50, 443-454.

Batte, M. T., Hooker, N. H., Haab, T. C., & Beaverson, J. (2007). Putting their money where their mouths are: Consumer willingness to pay for multi-ingredient, processed organic food product, Food Policy, 32, 145-159.

Baars, T., Bugel, S., Busscher, N., Kahl, J., Kusche, D., Huber, M., Rembialkowska, E., Schmid, O., Seidei, K., Taupier-Letage, B., Velimirov, A., & Zalecka, A. (2012). Organic food quality: a framework for concept, definition and evaluation from the European perspective, Journal of Science of food and Agriculture, 92(14), 2740-2765.

Boehe, D. M., & Cruz, L. B. (2010). Corporate social responsibility, product differentiation strategy and export performance, Journal of Business Ethics, 91, 325-346.

Bourn, D., & Prescott, J. (2002). A comparison of the nutritional of the nutritional value, sensory qualities and food safety of organically and conventionally produced foods, Critical Reviews in Food Science and Nutrition, 42, 1-34.

Brandeau, M. L., Bavinger, J. C., Bravata, D. M., Eschbach, P. J., Liu, H., Hunter, G. E., Olkin, I., Pearson, M., Smith-Spangler, C., Sundaram, V., Schirmer, P., Stave, C. (2012). Are organic foods safer or healthier than conventional alternatives?: a systematic review, Annals of Internal Medicine, 157, 348-366.

Dowling, G. R., & Uncles, M. (1997). Do customer loyalty programs really work? Sloan Management Review, 38, 71-82.

Fagerli, R. A., & Wandel, M. (1999). Gender differences inipinions and practices with regard to a healthy diet, Appetite, 32, 171-190.

Fillion, L., & Arazi, S. (2002). Does organic food taste better? a claim substantiation approach, Nutrition and Food Science, 32, 153-157.

Gifford, K., & Bernard, J. C. (2005). Influencing consumer purchase likelihood of organic food. International Journal of Consumer Studies, 30(2), 156-163.

Gilligan, C., & Wilson, R. M. S. (2009). Strategic marketing planning, USA, NY: Routledge.
Grunert, K. G. (2011). Sustainability in the food sector: a consumer behavior perspective, International Journal Food System Dynamics, 2, 207-218.

Grunert, K. G., Hieke, S., & Wills, J. (2014). Sustainability labels on food products: consumer motivation, understanding and use. Food Policy, 44, 177-189.

Gupta, A. (2014). E-commerce: Role of e-commerce in today’s business, International Journal of Computing and Corporate Research, 4, 20-28.

Grzelak, P., & Maciejczsak, M. (2013). Comparison between the United States and Poland of consumers’ perceptions of organic products, Studies in Agricultural Economics, 115, 47-56.

Hughner, R. S., McDonagh, P., Prothero, A., Shultz, C. J., & Stanton, J. (2007). Who are organic food consumers? A compilation and review of why people purchase organic food, Journal of Consumer Behaviour, 6, 94-110.

Koivisto Hursti, U. K., & Magnusson, M. K. (2003). Consumer perceptions of genetically modified and organic foods. What kind of knowledge matters? Appetite, 41, 207-209.

Lee, S. M., Sebora, T. C., & Sukasame, N. (2009). Critical success factors for e-commerce entrepreneurship an empirical study of Thailand, Small Business Economy, 32, 303-316.

Lockie, S., Lyons, K., Lawrence, G., & Mummery, K. (2002). Eating green: Motivations behind organic food consumption in Australia, Sociologia Ruralis, 42, 23-40.

Makos, F., Arvaniti, F., & Zampelas, A. (2003). Organic food: nutritious food or food for thought? A review of the evidence, International Journal of Food Science and Nutrition, 54, 357-371.

McEahern, M. G., & McClean, P. (2002). Organic purchasing motivations and attitudes: are they ethical?, International Journal of Consumer Studies, 26, 85-92.

Mohammad, H. I. (2015). 7Ps marketing mic and retail bank customer satisfaction in Northeast Nigeria, British Journal of Marketing Studies, 3, 71-88.

Morgan, N. A. (2012). Marketing and business performance, Journal of the Academic Marketing Science, 40, 102-119.

Padel, S., & Foster, C. (2005). Exploring the gap between attitudes and behavior: Understanding why consumers buy or do not buy organic food, British Food Journal, 107, 606-625.

Pulido Garcia, L. A., & Vargas-Hernandez, J. G. (2017). SMEs in organic sector in the Asia Pacific Market: Internationalization strategies, International Journal of Research on Social and Natural Sciences, 2, 2455-5916.

Radman, M. (2005). Consumer consumption and perception of organic products in Croatia, British Food Journal, 107, 263-273.

Roitner-Schobesberger, B., Darnhofer, I., Somsook, S., & Vogl, C. R. (2008). Consumer perceptions of organic foods in Bangkok, Thailand, Food Policy, 33, 112-121.

Sanjuan, A. I., Sanchez, M., Gil, J. M., Gracia, A., & Soler, F. (2003). Brakes to organic market enlargement in Spain: consumers’ and retailers’ attitudes and willingness to pay, International Journal of Consumer Studies, 27, 134-144.

Shafie, F. A., & Rennie, D. (2012). Consumer perceptions towards organic food. Social and Behavioral Sciences, 49, 360-367.

Ueasangsomsate, P. (2015). Adoption e-commerce for export market of small and medium enterprises in Thailand, Social and Behavioral Sciences, 207, 111-120.

Urena, F., Bernabeu, R., & Olmeda, M. (2008). Women, men and organic food: differences in their attitudes and willingness to pay. A Spanish case study, International Journal of Consumer Studies, 32, 18-26.

Yiridoe, E. K., Bonti-Ankomah, S., & Martin, R. C. (2005). Comparison of consumer perceptions and preferences toward organic versus conventionally produced foods: A review and update of the literature, Renewable agriculture and food systems, 20, 195-205.
全文檔公開日期:2021/12/23 (本校及校內區域網路)
全文檔公開日期:2021/12/23 (校外網際網路)
全文檔公開日期:2021/12/23 (國家圖書館:臺灣博碩士論文系統)
Full Text
 
 
 
 
第一頁 上一頁 下一頁 最後一頁 top
* *