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论文作者:留学生论文网论文属性:硕士毕业论文 dissertation登出时间:2012-03-08编辑:anterran点击率:7151
论文字数:13011论文编号:org201203080944041582语种:英语 English地区:英国价格:$ 88
关键词:Competitive Advantagesthe Similar Products
摘要:提供代写留学生市场分析硕士论文-三家公司对于同类产品的市场竞争优势研究-Study on Competitive Advantages among Three Companies for the Similar Products
Study on Competitive Advantages among Three Companies for the Similar Products
By
XXXXXX
14/03/10
Contents
Chapter 1 Introduction 3
1.1 Background of research 3
1.2 Research questions and objectives 4
1.3 Research methods 4
Chapter 2 Literatures Review 5
2.1 The origins of competitive advantages 5
2.1.1 Positioning school 6
2.1.2 Resource-based view 7
2.1.3 Other schools 10
2.2 How to get competitive advantages for the similar products 11
2.2.1 Reduction of cost 12
2.2.2 Attraction of Consumers 13
2.2.3 Outsourcing Non-Core Businesses 13
2.2.4 Sharing profits 15
Chapter 3 Introduction of Coffee Industry 16
3.1 Data collection and analysis 16
3.1.1 Mainstream product - instant coffee 17
3.1.2 Main groups - young people 17
3.1.3 The main factor - taste tempting 17
3.1.4 The main message - television commercials 18
3.2 2009-2012 Competition strategy and Investment Pattern in Coffee Industry 19
Chapter 4 Comparison of Competitive Advantages among Nestle, Starbucks and Maxwell 20
4.1 Competitive advantages of Nestle 20
4.1.1 "Module combination" Marketing Strategy of Nestle coffee 20
4.1.2 Analysis of competitive advantages of Nestle 22
4.2 Competitive advantages of Starbucks 26
4.2.1 Development of Starbucks 26
4.2.2 Analysis of competitive advantages of Starbucks 26
4.3 Analysis of competitive advantages of Maxwell 31
4.3.1 Establishment of brand image of staff 31
4.3.2 Managed network of relationships 31
4.3.3 Unique coffee culture 32
4.3.4 Integrated marketing communication 32
Chapter 5 Results and Discussion 33
5.1 Analysis results of competitive advantages 33
5.2 Discussion on how to obtain competitive advantage in coffee market 34
Chapter 6 Conclusion 36
6.1 The level of competition in coffee industry 36
6.2 The future prospects of coffee competition pattern in the industry 37
6.3 Diversification of marketing mode 37
References 37
Chapter 1 Introduction
1.1 Background of research
Competitive advantage indicates the capability which one enterprise can use to outperform its competitors or something which is specifically owed by one company to improve its competitiveness. These advantages can include access to natural resources, such as high grade fossil materials or cheap energy, or access to highly trained and skilled human resources, or access to effectively applying certain new technologies such as robotics and information technology either to act as a part of the product, or to act as assist for making it.
Here, this dissertation will analyze three targeted companies, namely Starbucks, Maxwell, and Nestle, especially discuss the coffee products of these three companies.
1.2 Research questions and objectives
1. To discuss what the competitive advantages will bring to the enterprises
2. To discuss how the competitive advantages will make the enterprises outstanding
3. To obtain a method that will help the enterprises to effectively maintain their competitive advantages
Supporting theory:
1. Theory of generic strategies, the three methods for creating a sustainable competitive advantage are through:
a. Cost leadership - Cost advantage 本论文由英语论文网提供整理,提供论文代写,英语论文代写,代写论文,代写英语论文,代写留学生论文,代写英文论文,留学生论文代写相关核心关键词搜索。