本工作的目的是分析如何台灣廠商預計在南美市場的戰略營銷計劃過程和貢獻的見解和教訓台商做對產業在這個區域。

除了在這起擔任本研究的骨幹企業和營銷戰略一個多語種的文獻回顧，讀者會發現值得關注關係的複雜性，挑戰和南美洲所提供切實可行的建議機會的診斷，以及那已經過氣通過定性研究去建造。

這項研究的最終目標是促進與體驗和概念工具，使流暢的台灣企業與南美組織的接觸，從而，提供了行動，我們希望的過程中，將會實現在收入和另外值得信賴的業務關係。

The present work is intended to analyze how Strategic Marketing plays a key role in conquering a foreign market from the perspective of Taiwanese Manufacturers and thus, contribute with both a robust literature review in strategy –latu and strictu sensu- and industrial marketing as well as with insights and lessons taken from the best practices of selected Taiwanese Manufacturers enriched with a critical and comparative perspective.

Aside from a rigorous and multilingual literature review, the reader will find worth of interest the analysis of four (4) business cases in which we carried on a diagnosis of relational complexities, opportunities and challenges found by those companies in one particular region in the world -South America- , being this based on a careful deconstruction and a subsequent comparison between cases and in the light of the analytic matrix designed for this purpose.

The final goal of this research is to contribute by increasing the awareness of how Strategic Marketing is conducted to succeed in foreign industrial markets and along the way, offer a conceptual tool that can easily address the top priorities of Taiwanese manufacturers in terms of Strategic Marketing so then the contact with a target market such as South America would be smoother, backed in a more straightforward planning processes and in the end, resulting in more and better deals.

Table of Contents

Page
Thesis Approval Sheet………………………………….………………………………………….i
Acknowledgements ………………………………………………………………………….......ii
Abstract…………………………………………………………………………………………...iii
摘要………………………………………………………… ……………………………………iv
Table of Contents.......................................................................................................................…..v
List of Tables………………………………………………… …………………………….….viiii
List of Figures…………………………………………… ……………………………………….ix
Chapter 1. Introduction………………………………………………………………………….1
1.1 Motivation and purpose………………………………………………………………………..1
1.2 Objectives……………………………………………………………………………………...3
1.2.1 General objective…………………………………………………………………………….3
1.2.2 Specific objectives…………………………………………………………………………...3
1.3 Limitations and further research……………………………………………………………….4
Chapter 2. Literature Review……………………………………………………………………5
2.1 Corporate Strategy and Marketing Strategy……………………………………………………5
2.2 Strategic Marketing-Related Models…………………………………………………………12
2.2.1 Porter’s 5 forces…………………………………………………………………………….12
2.2.2 SWOT-TOWS and PEST analysis………………………………………………………….15
2.2.3 BCG Matrix………………………………………………………………………………...17
2.2.4 Weihrich’s Matrix………………………………………………………………………….19
2.2.5 Treacy and Wiersema Model……………………………………………………………….20
2.2.6 Miles and Snow Model……………………………………………………………………..21
2.2.7 Gap Analysis……………………………………………………………………………….23
2.2.8 Directional Policy Matrix…………………………………………………………………..24
2.2.9 Ansoff Matrix………………………………………………………………………………26
2.3 Strategic Marketing for Industrial Markets…………………………………………………...27
2.3.1 General remarks……………………………………………………………………………27
2.3.2 The Industrial Market B2B relationship……………………………………………………29
2.4 The Essence of the Strategic Marketing for Industrial Markets………………………………46
2.5 Synthesis of the literature review……………………………………………………………..54
Chapter 3. Research Highlights……………………………………………….......…………...57
3.1 Research framework………………………………………………………………………….57
3.2 First-hand data………………………………………………………………………………..58
3.3. Secondary data………………………………………………………………………………59
Chapter 4. Business cases (in alphabetical order)……………………………………………..60
4.1 Company A………………………………………………………………………………….60
4.1.1 Introduction………………………………………………………………………………...60
4.1.2 Business Case. Narrative…………………………………………………………………...60
4.1.3 Analytic matrix……………………………………………………………………………..62
4.2 Company B…………………………………………………………………………………..64
4.2.1 Introduction………………………………………………………………………………...64
4.2.2 Business Case. Narrative…………………………………………………………………...65
4.2.3 Analytic matrix……………………………………………………………………………..66
4.3 Company C………………………………………………………………………………….67
4.3.1 Introduction………………………………………………………………………………...67
4.3.2 Business Case. Narrative…………………………………………………………………...68
4.3.3 Analytic matrix……………………………………………………………………………..68
4.4 Company D………………………………………………………………………………….70
4.4.1 Introduction………………………………………………………………………………...70
4.4.2 Business Case. Narrative…………………………………………………………………...70
4.4.3 Analytic matrix……………………………………………………………………………..72
Chapter 5.Conclusion………………….………………………………………………….........73
5.1 Overview……………………………………………………………………………………..73
5.2 Analysis. Nodal points and differences……………………………………………………….74
5.2.1 Frame One. Opportunity/ Strategic Marketing (Theoretical approach)…………………….75
5.2.2 Frame Two. Opportunity/ Strategic Marketing applied to South American Market……….77
5.2.3 Frame Three. Opportunity/Outcome and/or implications…………………..………………80
5.2.4 Frame Four. Grounding/Strategic Marketing (Theoretical approach)……………………...81
5.2.5 Frame Five. Grounding/Strategic Marketing applied to South American Market………….83
5.2.6 Frame Six. Grounding/Outcome and/or implications………………………………………86
5.2.7 Frame Seven. Orientation/Strategic marketing (Theoretical approach)…………………….86
5.2.8 Frame Eight. Orientation/Strategic marketing applied to South American Market…………88
5.2.9 Frame Nine. Orientation/Outcome and/or implications…………………………………….89
5.3 Final remarks…………………………………………………………………………………90
References……………………………………………………………………………………….95
Appendix 1. Interview to Mr. … Area Manager at Company A, Taiwan, ROC………………...110
Appendix 2. Interview to Ms. …, Area Manager at Company A, Taiwan, ROC………………..116
Appendix 3. Interview to Ms. …, Area Manager at Company A, Taiwan, ROC………………..122
Appendix 4. Interview to Mr. …, Sales Manager at Company B, Taiwan, ROC………………128
Appendix 5. Interview to Mr. …, Owner of Company C, Taiwan, ROC……………………….134
Appendix 6. Interview to Mr.…, Sales Representative at Company D, Taiwan, ROC…………139

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