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| Title: | 市場跟隨者策略 - 以A公司加熱菸為例
Follower Strategy - A Case Study on Company A`s Heated Tobacco Product |
| Authors: | 易軒
I, Hsien |
| Contributors: | 黃國峯
傅浚映
Huang, Kuo-Feng
Fu, Jyun-Ying
易軒
I, Hsien |
| Keywords: | 加熱菸產業
跟隨者策略
五力分析
PEST環境分析
策略形態分析
Heated Tobacco Industry
Follower Strategy
Five Force Model
PEST
Business Strategic Analysis |
| Date: | 2023 |
| Issue Date: | 2023-08-02 13:34:53 (UTC+8) |
| Abstract: | 近年來菸商面對消費者健康意識提高以及越趨嚴格的菸品管制規範，紛紛開始將企業永續經營重點放在低風險產品上，而其中加熱菸因為使用方式及體驗與傳統紙菸相近，卻相對紙菸可以減少健康及環境風險，因此被看好為取代傳統紙菸的替代品。而實際上，加熱菸的市場表現也非常亮眼，在全球已開放加熱菸產品上市的市場中，加熱菸產品不論產值或產量皆呈現快速且大量的成長，在菸品品類中的市佔率持續且快速的增加中。
本研究採用個案研究法，研究的個案公司為世界前三大菸商之一，因為產品研發較晚完成的關係，在全球加熱菸市場都以跟隨者的角色進入市場，本研究深度訪談個案公司加熱菸產品經理，針全球加熱菸產業以及個案公司在日本的產品上市背景、過程及結果，了解總體環境、產業環境、以及個案公司的條件資源，來分析個案公司在日本加熱菸產品上市的跟隨者策略。
本研究以Proter (1980) 提出的五力分析來分析整體產業，以及PEST環境分析來看個案公司在日本產品上市時的環境背景。接下來用Varadarajan, Peterson & Kerin（1992）提出的跟隨者總體優勢因素檢視個案公司的資源及條件，最後整體以司徒達賢（2005）的事業策略形態分析法來全面的檢視個案公司的目標、環境、條件前提，產品上市整體策略以及組織、功能間的適配，並進一步提出結論及建議。
In recent years, facing increasing health awareness among consumers and more stringent tobacco control regulations, tobacco companies have begun to focus their sustainable business operations on low-risk products. Among these, heated tobacco products (HTPs) stand out. They offer a user experience similar to traditional cigarettes while reducing health and environmental risks, positioning them as potential substitutes for traditional cigarettes. In practice, the market performance of HTPs has been impressive. In markets worldwide where HTPs are legally sold, both the value and volume of HTPs have grown rapidly and substantially, continuously increasing their market share among tobacco products.
This study employs the case study method, examining one of the world`s top three tobacco companies. Because this company finished product development later than others, it entered the global HTP market as a follower. The study involves in-depth interviews with the company`s HTP product manager, investigating the background, process, and results of the company`s product launch in Japan, as well as the global HTP industry. The study aims to understand the macro environment, industry environment, and the company`s resource conditions by analyzing the follower strategy of the company in launching HTPs in Japan.
The study uses Porter`s (1980) Five Forces analysis to examine the overall industry and PEST environmental analysis to understand the environmental background of the company`s launch in Japan. The study then applies Varadarajan, Peterson & Kerin`s (1992) follower`s macro-advantage factors to review the company`s resources and conditions. Lastly, using Dah-Hsian Seetoo`s (2005) Business Strategy Pattern Analysis, the study comprehensively examines the company`s goals, environmental premises, overall product launch strategies, and the adaptation between organization and function, further providing conclusions and recommendations. |
| Reference: | 中文文獻
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英文文獻
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7. Kolter, P. (2003). Marketing Management: Analysis, Planning and Control, 11th ed., New Jersey: Prentice Hall.
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12. Porter, M. E. (1980) Competitive Advantage, New York: The FreePress.
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16. Varadarajan, P. R., Peterson, R. A., & Kerin, R. A. (1992) First-mover advantage: a synthesis, conceptual framework. And research propositions. Journal of Marketing, 56(4), 33-52.
17. Yin, R. K. (1994). Case Study Research: Design and Methods, Rev. ed., Newbury Park, CA: Sage Publishing.
電子資料
1. American’s Best Chew Website (2023) https://www.americasbestchew.com. Accessed May 10, 2023.
2. British American Tobacco Website (2023). https://www.bat.com. Accessed May 10, 2023.
3. British American Tobacco Combined Performance and ESG Summary 2022 (2023). https://www.bat.com/combinedreport. Accessed May 10, 2023.
4. General Suns Website (2023). https://www.generalsnus.com. Accessed May 10, 2023.
5. Japan Tobacco International Website (2023). About US. https://www.jti.com/about-us. Accessed May 10, 2023.
6. Japan Tobacco International Integrated Report 2021(2022). https://www.jti.com/sites/default/files/global-files/documents/jti-annual-reports/JTG_integrated_report2021.pdf. Accessed May 10, 2023.
7. JUUL Website (2023). https://www.juul.com/signin. Accessed May 10, 2023.
8. The Japan News (2021). https://japannews.yomiuri.co.jp/business/economy/20210828-37802/. Accessed May 10, 2023.
9. Philip Morris International website (2023). https://www.pmi.com. Accessed May 10, 2023.
10. Philip Morris International ntegrated Report 2022 (2023). https://www.pmi.com/sustainability/reporting-on-sustainability. Accessed May 10, 2023.
11. WHO (2018), Heated tobacco Products (HTPs) Market Monitoring Information Sheet, 2018. https://www.who.int/publications/i/item/WHO-NMH-PND-18.7. Accessed May 8, 2023. |
| Description: | 碩士
國立政治大學
企業管理研究所(MBA學位學程)
110363056 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0110363056 |
| Data Type: | thesis |
| Appears in Collections: | [企業管理研究所（MBA學位學程）] 學位論文
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