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研究生:謝樂蕊
研究生(外文):Hilary Bothma
論文名稱:Expansion of Japanese Cast Iron Cookware into Taiwan: A Case Study
論文名稱(外文):Expansion of Japanese Cast Iron Cookware into Taiwan: A Case Study
指導教授:印永翔印永翔引用關係
指導教授(外文):Ying, Yung-Hsiang
學位類別:碩士
校院名稱:國立臺灣師範大學
系所名稱:國際企業管理雙碩士學位學程(NTNU-USC DIMBA)
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2017
畢業學年度:105
語文別:英文
論文頁數:37
中文關鍵詞:cookwarecast ironJapanTaiwanIwatecase study
外文關鍵詞:cookwarecast ironJapanTaiwanIwatecase study
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Genjuro is a representative cast iron company in the north east region of Japan. This case study considers the company’s decision to expand its cookware presence in Taiwan. After a period of stagnation, the Taiwan economy shows signs of growth, with homewares being a segment predicted to have strong positive trends. In preliminary market research, potential customers indicated a favorable impression of cast iron, of products made in Japan, and said they would likely consider buying cast iron products in the future.
To take advantage of these favorable conditions, Genjuro must overcome its major challenges and use its core competencies in order to build and sustain competitive advantage. The major challenges are low brand awareness, low market penetration with inconsistent pricing, and low product knowledge by potential customers. The company’s strengths are that the products themselves are very high quality and beautiful, and are positioned to tap into existing trends among Taiwanese for healthy eating and more cooking at home. Plus, Taiwanese people have a favorable view of products made in Japan, and while brand awareness of Genjuro is low, it’s also low among competitors.
The strategies in the 4-P model, starting with replacing the distributor in Taiwan, will help the company meet these challenges and leverage its strengths. Opening a dedicated retail location and increasing the brand presence in department stores will both raise brand awareness and provide multiple opportunities for customer education. Outreach via cooking demonstrations, marketing collateral, social media, and magazines are the interconnected strategies that will introduce customers to these products. Widely sharing the Genjuro story with consumers will ultimately be the key to leveraging core competencies to sustain lasting competitive advantage.
ABSTRACT.......I
TABLE OF CONTENTS.....II
LIST OF FIGURES......III

CHAPTER 1 Introduction and Industry Analysis .......1
CHAPTER 2 Company Analysis ......10
CHAPTER 3 Marketing Analysis: Opportunities and Challenges......26

REFERENCES.......34
APPENDIX A: MARKET RESEARCH INSTRUMENT ........ 35
“After Tainted Oil Scandal, Taiwan Pledges to Clean Up Food Safety.” (2014, September 11) China Real Time Report, Wall Street Journal. Retrieved from https://blogs.wsj.com/chinarealtime/2014/09/11/after-tainted-oil-scandal-taiwan-pledges-to-clean-up-food-safety/.
Barney, J. (1991), “Firm resources and sustained competitive advantage,” Journal of Management 17: 99–120.
Barney, J., and W. Hesterly (2009), Strategic Management and Competitive Advantage, 3rd ed. Upper Saddle River, NJ: Pearson Prentice Hall.
BMI Research (2017, April) Taiwan Consumer & Retail Report Q3 2017. London, UK: BMI Research.
Doyle, Peter (2008), Value-Based Marketing: Marketing Strategies for Corporate Growth and Shareholder Value. Wiley.
Euoromonitor International (2017, May), Homewares in Taiwan. Passport.
Geerligs, P. D. P., Brabin, B. J. and Omari, A. A. A. (2003), Food prepared in iron cooking pots as an intervention for reducing iron deficiency anaemia in developing countries: a systematic review. Journal of Human Nutrition and Dietetics, 16: 275–281. doi:10.1046/j.1365-277X.2003.00447.x
Genjuro [company name redacted]. (2017, April 4). “The origin of Nambu Cast Ironware and the history of Genjuro [company name redacted].” Internal company PowerPoint presentation.
Kao, Jeanny and Wu, R.R. (2017, May 26). “Taiwan raises 2017 economic outlook to three-year high, but warns of risks ahead.” Reuters. Retrieved from http://www.reuters.com/article/us-taiwan-economy-gdp-idUSKBN18M0SZ
Kazuyoshi, Harada. (2013, October 30). “A Tradition Ironed Out over the Years: The Cast-iron Creations of Okamaya.” Nippon Communications Foundation. Retrieved from http://www.nippon.com/en/features/c00617/
Kotler, Philip T. and Kevin Lane Keller (2011), Marketing Management, 14th ed. Pearson.
Lidell, C.B. (2014, February 3). Japan’s iron age continues in style. The Japan Times. Retrieved from http://www.japantimes.co.jp/life/2014/02/03/style/japans-iron-age-continues-in-style/#.WWEhQemQzIU
The Republic of China Yearbook (2014). Executive Yuan, R.O.C. 2014. ISBN 9789860423020.
Rothaermel, Frank. (2014, January). Strategic Management. New York, New York: McGraw-Hill Education.
Porter, M. E. (1980), Competitive Strategy: Techniques for Analyzing Industries and Competitors. New York: Free Press.
Singleton Hachisu, Nancy. (2016, May 16). Oigen Cast-Iron Cookware from Japan. The Art of Eating, Issue 96. Retrieved from https://artofeating.com/oigen-cast-iron/
Thomson Reuters (2017). Thomson One. “Le Creuset SAS”. Thomsonone.com
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