統一企業經營分析報告

Abstract

近年來台灣頻頻發生食安風暴，從2011年的塑化劑事件到2015年的農藥超標事件等等，使人們的食安意識抬頭，因此我們從食品產業選擇研究統一集團進行經營策略分析。我們分別從營運策略分析、財務報表的角度來分析統一企業，依據我們財務分析的結果，統一企業的財務狀況係屬健全，從市場競爭角度來看，主要採用多角化經營方針，並透過垂直整合來降低生產成本獲取競爭優勢。我們採用行銷的4P分析及市場競爭的SWOT分析來探討統一企業，根據我們的分析結果統一企業具有品質優良、消費市場規模廣大等優勢。然而該企業仍須面對潛在的市場威脅，即競爭者眾多，使企業易遭同業模仿導致獲利不如預期，這是我們認為該企業應加強注意之處。

Recently, there have been many food safety scandals that have occurred in Taiwan . From the plasticizer event in 2011, to the excess farm chemical event in 2015 , people are increasing their food safety awareness. Consequently , we select the food industry, Uni-President Enterprises Corporation, to conduct the management strategy analysis.

We examine the management strategy analysis and the financial report of Uni-President Enterprises Corporation separately. According to the outcome of the financial report ,the Uni-President Enterprises Corporation’s financial affairs are sound . From the competence of the market aspect ,the Uni-President Enterprises Corporation mainly adopts a diverse engagement strategy and uses vertical integration to reduce the production cost and win the competence dominance . We will adopt the analysis of “4P” on sale and the SWOT analysis of market competence to review the Uni-President Enterprises Corporation. According to the result , there is great dominance in customer market scales and excellent quality in Uni-President Enterprises Corporation. However, the enterprise still needs to face potential market menaces and many competitors, which will lead the enterprise to mimic the rival, which will not gain an expected profit. Thus, we present the main problem of the Uni-President Enterprises Corporation.