Baking industry in Taiwan is threaten with food security issues and international competition now, and it makes many minor enterprises vanish. This research tries to understand how a traditional baking materials company compete by using its supply chain / value chain strategies. This research find that after getting solid market power in baking material reseller sector, the case company entered not only the physical retail market, but virtual channels for more margin. Then, with accurate judgments and experience, the owner decided to enter the agent and wholesale market of baking materials to expand its value chain. Moreover, the expansion of product lines such as peripheral and related commodities improve its competitiveness.
