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研究生:黎偉拉
研究生(外文):Omar Rivera
論文名稱:企業發展競爭優勢--以CERVECERIA NACIONAL DOMINICANA公司為例
論文名稱(外文):A CASE STUDY ON DEVELOPING A COMPETITIVE ADVANTAGE AT CERVECERIA NACIONAL DOMINICANA
指導教授:劉代洋劉代洋引用關係
指導教授(外文):Day-Yang Lui
口試委員:劉代洋
口試委員(外文):Day-Yang Lui
口試日期:2014-06-04
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
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
論文出版年:2014
畢業學年度:102
語文別:英文
論文頁數:60
中文關鍵詞:競争力競爭優勢競争
外文關鍵詞:competitivenesscompetitive advantagecore competenciescompetition
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The Dominican brewer producer Cerveceria Nacional Dominicana (CND) is one of the most successful firms in the Dominican Republic with sales of some US$370 million with a distribution network that has 18 primary routes, ranging from plants to distribution centers and 451 secondary routes from distribution centers to customers. CND’s competitive advantages are Branding, Connection with its customers, Market Leadership and Product Portfolio. While competitors strive to remain in the market, CND’s strong position – an 87% of market share – confirms the firm’s commitment of producing and marketing goods and services with the highest quality, committed to customers and consumers and the national development.
CND’s competitive advantages are achieved with a combination of high quality, efficiency, innovation and customer responsiveness.
Efficiency
Its manufacturing plant, with a production capacity of 4 million hectoliters per year, currently has the necessary clearances to support the growth in the medium term. Starting from 2009, the company concentrated its manufacturing operations in CND’s manufacturing plant, leaving its other plant, Bohemia (CBSA), which had a production capacity of 0.5 million hectoliters of capacity, solely as sales and distribution center.
Quality
Optimal consumption’s temperature -2 degrees Celsius, far below the usual elsewhere.
In year 2002 CND received the ISO 9001 version 2000 in quality and ISO 14001 version 1996 environmental certifications as a guarantee of excellence in industrial activity.
Innovation
Always innovative, CND offers consumers the best taste in innovative presentations, and surprise them with promotional and communicative actions that set the standard of excellence.
Customer Responsiveness
CND’s high quality products and services had led the firm to earn consumers’ preference in Dom. Rep.; right now it has 87% of market share. Even after Ambev Dominicana entered the market in 2004 with its popular brand Brahma Beer, CND still holds number 1 position in people’s choice.
Chapter I Introduction
1.1 Research Background and Motivation
1.2 Research Purpose
1.3 Research Content and Flowchart
Chapter II Literature Review
2.1 Measuring Competitiveness
2.2 The Roots of Competitive Advantage
2.3 Building Core Competencies
2.3.1 The Four Criteria of Sustainable Competitive Advantage
2.3.2 Value Chain Analysis
2.4 The Building Blocks of Competitive Advantage
2.5 The Durability of Competitive Advantage
2.6 Competitive Rivalry and Dynamics
2.6.1 Intensity of Rivalry among Competitors
2.6.2 A Model of Competitive Rivalry
2.6.3 Interfirm Rivalry
2.6.4 Likelihood of Attack
2.6.5 Likelihood of Response
2.6.6 Competitive Dynamics
Chapter III Research Methodology
3.1 Research Design
3.1.1 Data Collection
3.1.2 Data Analysis
3.2 Interview Information
Chapter IV Industry Analysis and Company Introduction
4.1 Industry Analysis
4.1.1 Definition of Beer
4.1.2 Beer Industry Overview
4.1.3 Beer Industry Statistics
4.1.4 Beer Industry’s Five Forces Analysis
4.2 Company Introduction
4.2.1 CND’s Vision
4.2.2 CND’s Mission
4.2.3 CND’s Organizational Structure
4.2.4 CND’s Production Process
4.2.5 CND’s SWOT Analysis
Chapter V Case Study Analysis
5.1 Early Company History
5.2 CND’s Financial Statement
5.3 Product Portfolio
5.4 Presidente Beer [President]
5.5 Analysis of CND’s competitiveness
5.5.1 CND’s Roots of Competitive Advantage
5.5.2 CND’s Building Blocks of Competitive Advantage
5.5.3 CND’s Competitive Advantage
5.5.4 CND’s Competitive Rivalry
5.5.4.1 Facing competition
5.5.5 Going Global: Future Planning
Chapter VI Conclusion and Recommendations
6.1 Conclusion
6.2 Recommendations
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