統一科學麵前進波士頓市場

Abstract

這份報告的主要目的是要探討把科學麵行銷到美國是否能成功獲利，那一開始我們選擇的城市是號稱美國大學城的波士頓，因為在那裡有許多年輕族群，我們認為年輕族群對新產品接受度會比較高，我們蒐集了很多關於美國波士頓的資料，包含政治、文化、經濟、地裡、宗教、娛樂等，再進一步的用這些資料去做SWOT分析和評估，並且想了很多行銷方案和通路策略。最後的結論是我們認為對美國人來說科學麵是一種全新的吃法，而他們對於這種新奇的吃法和口味的接受度會成為主要關鍵，風險相對的是比較高，但因為我們有先占優勢，若是美國人喜歡並且接受的話，這種在美國前所未見的零食將會引發一股新風潮，之後我們便會漸漸的把通路擴展開來，希望有一天可以在美國各大城市都看得到科學麵。

Abstract The main purpose of this report is to explore whether the Tung-I Snack Noodles marketing to the United States can successfully profit. At first, we choose the city Boston known as the American University Town, because there are many young people. We believe that the young people will accept new product quickly. So , we have collected a lot of information about Boston, including the politics, cultural, economic, geography, religion, entertainment. Then, we use information to do the SWOT analysis and evaluation, and do the marketing program and channel strategy. The conclusion is that the Tung-I Snack Noodles is a new way of eating to Americans, and the acceptance of new way of eating and taste will be the key point. We can acquire first mover advantage, however, the risk is relatively high. If Americans like and accept it, it will spark a new wave. Then we will gradually expand our channels. Hope one day that all cities can enjoy the Tung-I Snack Noodles.