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研究生:賴政忠
研究生(外文):Lai, Cheng-Chung
論文名稱:應用SWOT分析探討花園工具公司競爭策略之研究-以美國某進口商為例
論文名稱(外文):Applying SWOT Analysis to Competitive Strategies of Lawn & Garden Company – Case of an Importer in USA
指導教授:黃慕也黃慕也引用關係
指導教授(外文):Huang, Mu-Yeh
口試委員:李義祥黃浩良
口試委員(外文):Li, Yi-XiangHuang, Hao-Liang
口試日期:2014-07-14
學位類別:碩士
校院名稱:育達科技大學
系所名稱:行銷與流通管理所
學門:商業及管理學門
學類:行銷與流通學類
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:88
中文關鍵詞:花園工具強弱機危綜合分析法競爭力MelnorOrbit
外文關鍵詞:Lawn & GardenHose-endSWOT AnalysisCompetitivenessMelnorOrbit
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美國人喜歡照顧他們的草坪和花園,但在過去5年的花園工具銷售被經濟和天氣共同壓制下。整體市場呈現出給進口商和零售商挑戰和機會。相對於少數進口商主要大型零售商客戶的銷售,更造成為一個高度競爭激烈的情況,對新進入者尤其特別困難。主要進口商,其花園工具市場佔有率的位置是:Orbit、Melnor、Nelson、Gilmour,競爭所有花園工具類產品。
此論文,將會專注在排名第一的進口商 Orbit 與排名第二的Melnor SWOT分析,並針對 Melnor 提出提出與 Orbit 的競爭策略。
零售業銷售額的75%,是集中來自大型零售商,其主要為Home Depot、Lowe's、Menards、Sears、Kmart、ACE Hardware、Truevalue Hardware 和 Walmart。消費者要求低價格和高價值,挑戰對零售商產品的創新來符合消費者的需求。所以,針對產品開發主要依據消費者的需求,或是以市場為導向的研發。
此論文介紹美國花園工具類消費市場分析,探討花園工具類主要進口商、品牌、零售店類型,並分析其主要活動。整合市場和區域分析後,運用SWOT來總結Melnor和Orbit的優點和缺點。再針對Melnor分析中的強弱機危綜合分析法後,再制定出戰略計劃:善用每個優勢,停止每個劣勢,成就每個機會,抵禦每個威脅。
Americans love to care for their lawns and gardens, but the economy and weather conspired to suppress sales of lawn and garden equipment over the last five years. The overall market presents challenges and opportunities for both importers and retailers. A relatively small number of players account for the majority of sales, making for a highly competitive situation that is particularly difficult for new entrants. Few key importers with its lawn and garden market share position is, Orbit, Melnor, Nelson, and Gilmour, compete across all categories. This paper will focus on studying Melnor and Orbit both SWOT analysis, and develop strategic plans for Melnor competing against with Orbit.

Retailing is even more concentrated, with 75% of sales coming from mass retailers, primarily Home Depot, Lowe’s, Menards, Sears/Kmart (both owned by Sears Holdings), ACE Hardware, Turevalue Hardware and Walmart. Consumers demand low prices and value, challenging retailers to innovate with products that either cost less or are worth a higher price. Thus, market-driven R&D, consumers are the central point to the process, are main keys for product development.

This report presents a detailed analysis of the U.S. consumer market for do-it-yourself (DIY) lawn and garden equipment. The report also discusses major players and brands and store types and analyzes their key activities and performance.

After integrating markets and regional analysis, “SWOT” is applied to summarize both Melnor and Orbit its advantages and disadvantages. Afterwards, develops SWOT components for strategic plan to develop synthesis strategies to maximize strengths, stop weaknesses, exploit opportunities, and defend against threads.
development.
Acknowledgement I
中文摘要 II
Abstract III
Table of Contents V
List of Tables VI
List of Figures VII
Chapter 1 Introduction 1
1.1 Research Motives 1
1.2 Research Purposes 2
1.3 Literature Reviews 2
1.4 Research Methodology 7
1.5 Research Flow Path 8
1.6 Research Scopes & Restrictions 9
Chapter 2 Lawn & Garden Industry Profile 10
2.1 Lawn & Garden Product Assortments & Usage 11
2.2 Technologies / Automations 26
2.3 Product Patents 31
Chapter 3 Lawn & Garden Global Gardening Market Profile 33
3.1 Lawn & Garden Store Types - USA Market 34
3.2 Retailer Overview 50
3.3 A Growing Marketplace of Lawn & Garden Business USA Market 53
Chapter 4 Competitiveness Methodology 60
4.1 Key Importers Background & History 61
4.2 Patent & Innovation Analysis 71
4.3 SWOT Analysis 73
4.4 Summary of SWOT Analysis of Orbit 75
4.5 Summary of SWOT Analysis of Melnor 77
4.6 Restrictions 79
Chapter 5 Develop SWOT Components for Strategic Plan 80
5.1 Maximize Strengths 80
5.2 Stop Weaknesses 82
5.3 Exploit Opportunities 83
5.4 Defend against Threads 84
Chapter 6 Conclusion & Suggestion 86
Reference 88

Book
1.Hideo Yamashita(1998). Competitiveness and Corporate Culture. Published by Ashgate Pub. Aldershot, Hants, England, Brookfield, Vt.

Thesis
1.Chris Clark(2013), Turnaround of Sears Holdings, The University of Texas at Dallas, Naveen Jindal School of Management
2.Dieter and Englert(2007-2009). Competitiveness Analysis in EFSOS II.
3.Dieter, M., Englert, H. (2007). Competitiveness in the global forest industry sector: an empirical study with special emphasis on Germany. European Journal of Forest Research.
4.Dieter, M.; Englert, H. (2009). Competitiveness in the European forest industry sector - a constant market share analysis.
5.Daisuke Sasatani(2009).National Competitiveness Index of the Forest Products Industry in The Asia Pacific Region.
6.Jeffery A. Hoffer; Joey F. George; Joseph S. Valacich(2002). Modern Systems Analysis and Design.
7. (2012).Lawn and Garden Products and Services, Published by Mintel Group Ltd
8.Mr. Mohamed Lamine Dhaoui.(2003). Restructuring, upgrading and industrial competitiveness. United Nations Industrial Development Organization (UNIDO) Vienna.
9. Milorad M. Novicevic and Michael Harvey(2004). Dual-perspective SWOT: a synthesis of marketing intelligence and planning.
10. Mike Metallo, Bruce Lisman(2012), National Gardening Association Annual Reports.
11.Mike Troy(2013). An Annual Statistical Analysis of the Top 100 Retailers and Categories.
12.Stephane Barelli(2006), Top Class Competitors. How nations, Firms and Individuals Succeed in the New World of Competitiveness.
13.Samuel R. Allen, Joseph Echevarria, Deborah L. Wince-Smith, Deloitte Touche Tohmatsu Limited (DTTL).(2013). Global Manufacturing Competitiveness Index.
14.(2007). The Global Competitiveness Report, World Economic Forum, Davos, Switzerland.


Magazine
1.(2011). Daye Garden Industry Co., Ltd. Catalog.
2.(2009). Garden International Magazine.
3.(2012). Garden Trader Magazine.
4.(2006). L.R. Nelson Lawn & Garden Catalog.
5.(2009). Lawn & Garden Catalog.
6.(2012). Meizhi Tools Co., Ltd. Catalog.
7.(2006).Specialist Magazine for the DIY Market.
8.(2008). Orbit , Product Catalog
9.(2007). Yuan Mei Corp Catalog
10.(2012). Yiling Plastic and Electric Co., Ltd Catalog

Website
1.Competitiveness, Wikipedia,
http://en.wikipedia.org/wiki/Competitiveness
2.Freedonia Group.
http://www.freedoniagroup.com/
3.Gilmour
http://www.gilmour.com/
4.Home Improvement,
http://en.wikipedia.org/wiki/Home_improvement.
5.Hoovers D&B Company,
http://www.hoovers.com.
6.Hoovers
http://www.hoovers.com.
7.Lawn & Garden Market Hits $24 Billion Despite Wilting Growth Rate, http://www.packagedfacts.com/about/release.asp?id=898, May 1, 2007.
8.Lawn & Leisure Magazine / Newsletter, http://weedmanusa.com/lawn-care-service-magazine.html.
9.Market Gardening Industry Market Research & Statistics, http://www.reportlinker.com/ci02008/Market-Gardening.html.
10.RobertBosch, http://en.wikipedia.org/wiki/Robert_Bosch_GmbH#cite_note-6.
11.Orbit
http://www.orbitonline.com
12.Walmart,
http://corporate.walmart.com
13.Yuan Mei Corp.
http://www.yuanmei.tw/en/main/

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