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This study aims to develop the business strategies of textile resellers, focusing particularly on four main directions: market penetration, market development, product development, and diversification. Through the application of the Ansoff Matrix, the study seeks to assist wholesalers in effectively planning their product and market growth strategies. The research intends to analyze the overall evaluation of textile resellers' products in the existing market, providing specific growth strategy recommendations. Firstly, the study collects and analyzes the efforts of textile resellers in market penetration through in-depth interviews, including strategies such as increasing market share and customer purchase frequency. Secondly, concerning product development, the study explores whether resellers are committed to upgrading existing products or introducing new ones to adapt to rapid market changes. Concurrently, the study investigates market development, focusing on whether resellers plan to enter new markets or expand existing market areas, examining the corresponding strategies and implementation plans. Lastly, the study considers whether resellers contemplate diversification, exploring their willingness to enter different industries or markets, and analyzing related risks and opportunities. The study results suggest that the short-term goals of the case company should continue to strengthen market penetration strategies, enhance close relationships with upstream and downstream partners, maintain competitive pricing, and provide excellent after-sales service to sustain the company’s market share. For medium-term goals, it is recommended that the case company focus on expanding new products and markets to continue increasing market share and competitiveness. Finally, while maintaining a certain basic transaction volume, the most suitable strategy for the company in the long term is to pursue further diversification.
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