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研究生:Manita Ratanamanit
研究生(外文):Manita Ratanamanit
論文名稱: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:劉代洋劉代洋引用關係
指導教授(外文):Day-Yang Liu
口試委員:謝劍平鄭仁偉
口試委員(外文):Joseph C.P. ShiehJen-Wei Cheng
口試日期:2019-12-13
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:2019
畢業學年度:108
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
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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

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