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Author: Wichida Tantiwattanawanrob
Wichida Tantiwattanawanrob
Thesis Title: A Case Study of Business Strategy on Convenience store
A Case Study of Business Strategy on Convenience store
Advisor: 劉代洋
Day-Yang Liu
Committee: 許馨芳
Xin-Fang Xu
陳俊男
Chun-Nan Chen
Degree: 碩士
Master
Department: 管理學院 - 管理學院MBA
School of Management International (MBA)
Thesis Publication Year: 2018
Graduation Academic Year: 106
Language: 英文
Pages: 92
Keywords (in Chinese): Convenience storeBusiness strategyStrategic marketingE-commerce
Keywords (in other languages): Convenience store, Business strategy, Strategic marketing, E-commerce
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  • Convenience store is currently considered as one important distribution channel in the retail industry. More than 10,000 convenience stores, Taiwan has the highest convenience stores density in the world. Digital age and internet penetration has transformed the way customers shop and share their experience. In order to achieve a sustain competitive advantage, convenience stores itself have to quickly adapt themselves to meet customer’s needs changing.
    The purpose of this research is to identify what kind of business strategy that convenience stores chains have developed and implemented by using Hi-Life convenience stores based in Taiwan as a case study. The findings show that Hi-Life is focusing on online and offline channels integration business model to pass value to customers through their products and services innovation. Moreover, Hi-Life also concentrates on marketing strategies and creating a new shopping experience to build up customer loyalty and customer satisfaction which is significant for company’s growth.


    Convenience store is currently considered as one important distribution channel in the retail industry. More than 10,000 convenience stores, Taiwan has the highest convenience stores density in the world. Digital age and internet penetration has transformed the way customers shop and share their experience. In order to achieve a sustain competitive advantage, convenience stores itself have to quickly adapt themselves to meet customer’s needs changing.
    The purpose of this research is to identify what kind of business strategy that convenience stores chains have developed and implemented by using Hi-Life convenience stores based in Taiwan as a case study. The findings show that Hi-Life is focusing on online and offline channels integration business model to pass value to customers through their products and services innovation. Moreover, Hi-Life also concentrates on marketing strategies and creating a new shopping experience to build up customer loyalty and customer satisfaction which is significant for company’s growth.

    ABSTRACT i ACKNOWLEDGEMENT ii TABLE OF CONTENT iii LIST OF TABLES v LIST OF FIGURES vi CHAPTER 1. INTRODUCTION 1 1.1 Research Motivation and Background 1 1.2 Research Objectives 3 1.3 Research Content 3 1.4 Research Flowchart 5 CHAPTER 2. LITERATURE REVIEW 6 2.1 Core Competencies 6 2.2 Competitive Advantage 6 2.3 Sustaining Competitive Advantages 9 2.4 Retail Strategy 10 2.5 Strategic Marketing 18 2.6 E-commerce 23 CHAPTER 3. RESEARCH METHODOLOGY 26 3.1 Research Design 26 3.2 Data Collection Method 28 3.3 Data Analysis 31 3.4 Research Limitations 32 CHAPTER 4. INDUSTRY AND COMPANY ANALYSIS 33 4.1 Food and Grocery Retail Industry in Taiwan 33 4.2 E-commerce Industry 44 4.3 Overview of Hi-Life convenience store 53 CHAPTER 5. CASE STUDY ANALYSIS 63 5.1 Case Study Background and Key Managerial Decision 63 5.2 Retail Business Strategies of Hi-Life convenience store 65 5.3 Challenges 75 5.4 Advantages of strategy implementation 76 5.5 Future Plan 77 CHAPTER 6. CONCLUSION AND RECOMMENDATIONS 78 6.1 Conclusion 78 6.2 Recommendations 79 REFERENCES 81

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