Market Case

Compared with former similar research, the breakthrough of this research is that it mainly focuses on tea runner's operational strategy analysis as well as the choice from scenario analysis. With economic globalization makes consumers' choice tend to be diverse as well as the importance of the manager facing the consumer in the first hand in the supply chain also increases with time, the effective strategy not only benefits the company runner, but also secures the profits of producers, further indirectly brings industrial stabilization. The environmental change by economic globalization, such as world trade organization, ECFA, which is the change in trade condition, will bring acute variation in the short run. The function which analyses the past data to evaluate change in the future is limited; therefore, the research is conducted through qualitative scenario analysis to analyze the tea market from the external condition.

The research intends to cut in from the tea-runner's perspective. Through the process of scenario analysis, selecting the three external key factors based on strategic dimension that affects tea-runners: customer demand, supply management, policy and environment inclination, as well as the fifteen driving factors that influence dimension, it integrates and induces the two possible scenario of the uncertain axial structure: the situation of imported tea leave, and the difference in tea leave between Taiwan and China, which has impact on operational change in the future. Through deep interview, it's discovered that most of the managers believe that the development of Taiwan tea in the future lies in China's demand, but lack of effective method on grasping the business from Chinese's free travel. The research holds that the corporate runners should promote their reputation through Taiwanese businessmen and military dependents as an access to enter China market. In the scenario of continuing the recent status, the three strategies are suggested: expand the export affair in domestic retail, diversify in management, and specialize in management. As for the scenario of open challenge, it's advised that manager should rectify the name of Taiwan tea in China. And in the scenario of failure in export, diversify in management is recommended to tackle with this situation.