Research on the Improvement of Competitiveness of Fruit Production and Marketing Teams in Tainan District
Porter's value chain perspective is used in this study to discuss the value chain management practices and competitive advantage relations of fruit tree production and marketing teams (P and M teams) in Yunlin, Chiayi and Tainan district. For the managerial suggestions are provided through statistical methods of factor analysis, cluster analysis, correlation and regression analysis. Cluster 3, which is marketing and customer value management oriented, shows equal or higher degree of performance in the value chain management of activity implementation and result management (competitive superiority potential) than the average of all P and M teams. All P and M teams which were selected as excellent are belong to this cluster after 2005. Cluster 1, which is organization, inbound logistics and firm infrastructure management oriented, shows higher degree of performance in the qualified and average price of products than the average of all P and M teams. Especially, Cluster 1 shows highest in the average price of products than other clusters. Therefore the managerial method of Cluster 3 can be followed to enhance competitive advantage for the other P and M teams. Specially, Cluster 1 can be followed to enhance average price of products for the other P and M teams.Regression analysis shows that, the 6 value activities that can help to lower production costs. The 4 value activities can help to raise the average price of products. The 5 value activities can increase production per area. Specially, the 4 value activities can increase the rate of qualified products.
Key words: value chain, production and marketing
teams, competitive advantage
Accepted for publication: 23 June, 2008