Analysis On The Brand And Pipeline Strategy Of Meat Processing Products

In the past, the major brand strategy in Hsin Tung Yang company was single brand strategy. The single brand strategy make Hsin Tung Yang company win a high market share in meat processing market, but when Hsin Tung Yang company apply the single brand strategy to other products rather than processed meat products, it can’t reach the market leadership as processed meat products do. Therefore, the aim of this study is to explore how to develop new brands base on the core competence and consider the resource allocation in Hsin Tung Yang company. Using the environment analysis, we found that the favorable factors in Hsin Tung Yang company included:(1) the advantage of producing, researching and technology;(2) the complete traceability system;(3) the survival rate is high and employees are well-experienced;(4) the polybasic and wide channels;(5) high public praise;(6) the logistics advantage;(7) the health consciousness enhancing among consumers and the support in government policy. The disadvantage factors included:(1) the corporate culture in Hsin Tung Yang company is conservative;(2) the issues of potential technology transferring and new employee management;(3) the lower marginal benefit and high competition in the business environment result in low market share;(4) the change in external environment may weaken the core competence. The value chain analysis indicated that the profit of Hsin Tung Yang company depended on the quality of products. According to the results of the environment analysis and the value chain analysis, Hsin Tung Yang company propose the following brand strategies:(1) purifying the brand image;(2) applying multi-brands strategy to deal with market segmentation;(3) emphasizing the high quality of products to increase the amount of sales and to promote brand image. Besides, we develop the plan of the implementing processes in brand strategies based on the principles of enterprise organization structure designing, business process reengineering and performance indicator system. On the whole, Hsin Tung Yang company has already possessed the superiority conditions to implement the brand strategies mentioned above. And there are some issues may confront in the future when implementing those brand strategies, such as:(1) issues about reserving for manpower, material resources and financial resources;(2) issues about corporate culture and history of management;(3) issues about the market adaptation capacity of new brands;(4) issues about the divergence between different brands. In the final part of this study, we also discuss the resolving method for dealing with those problems.