| 摘要(英) |
With the passage of time, ice products are no longer just cheap summer treats with standard ingredients, but an economic commodity that continues the value of traditional experience and technical expertise. According to survey, the Frozen Dessert Market in Taiwan exceeds 4 billion NTD per year, with an annual growth of 3%.
There is a common saying in Taiwan: “the first choice is selling ice, the second choice is being a doctor.” This sentence has been deeply imprinted in my mind since I was a child. It happened that in 2018, I have a chance to meet Miss Shi, the third generation owner of Keelung′s famous bubbly ice in Taiwan. After some negotiations, we decided to started up Company A to produce and market Keelung bubbly ice with a factory. Due to the complicated production process and difficulties in logistics and storage, traditional bubbly ice, which has been challenged with continuous sales deterioration and cost escalation, is faced with possible elimination in the highly competitive ice market.
This study is a market development plan for our new startup. The study first analyzes the froze dessert market, and looks into the opportunities for the bubbly ice product, from various aspects including market situation, operation and competition strategy, product technological innovation, organization, and team management. Then, the strategic plan of the startup business, containing short, mid and long run strategies are derived. The immediate short term action is playing the outsourced manufacturer’s role for existing major brands. |
| 參考文獻 |
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