Marketing Thesis-Summarize

MARKETING THESIS

Abstract

The hypermarket in Taiwan has developed for 24 years. Recently, the industry presents a model of large-scale and internationalization. However, there is different in growth mode and business strategy between every system of hypermarket. If the decision of the strategy holds the key point, it would have the excellent performance. Therefore, this study wants to analyze the growth strategy, competitive strategy and marketing mix strategy of the hypermarket in Taiwan from the viewpoint of the level and fit of the strategy.

This research uses case study method and takes the hypermarket in Taiwan as the research object.

This study selected 6 hypermarkets, such as Costco, Makro, Gиant, Carrefour, RT-Mart and Tesco. The results of this study are as followings:

1. The hypermarkets adopt the external growth strategy, and in the part of the competitive strategy, they can adopt the differentiation strategy. The hypermarkets adopt the internal growth strategy, and in the part of the competitive strategy, they can adopt the differentiation strategy and cost leadership strategy.

2. The hypermarkets adopt the cost leadership strategy, and in the part of the marketing mix strategy, they can adopt low-level marketing mix strategy. The hypermarkets adopt the differentiation strategy, and in the part of the marketing mix strategy, they can adopt the high-level marketing mix strategy.

3. The hypermarkets adopt external growth strategy are better than internal growth strategy in (1) the number of the hypermarket, (2) the growth rate of the hypermarket, (3) the business volume of the hypermarket, (4) the whole performance.

4. The hypermarkets adopt differentiation strategy are better than cost leadership strategy in (1) the number of