Kinmen Royal Liquor 2014

Abstract

This case uses the example of Kinmen Royal Liquor, a Taiwanese liquor startup company, to teach Marketing Situation Analysis in detail. The learning goal of this case is focused on the Situation Analysis in the Marketing process. The case uses real-life example of Kinmen Royal Liquor’s marketing reform in 2014, using the authentic materials that the marketing consultants had done for the company; to give students the the best practical understanding of the subject, and give professors the real-life material to teach. The case itself consists of two parts with two major goals: case reading for students to understand the particle application, and case teaching for professors to teach the academic theory with real-life application. Students will first read and understand the story and process of how the company did their Marketing Situation Analysis, then the case will use case questions to bridge between the two goals. The goal of the case questions is to help students review the case, and to let students start thinking about the Marketing application behind. The questions will avoid difficult marketing terminologies that hasn’t been taught when students read the case, and will approach the problems from an angle that is easy to understand for general business students. The case dwells deep into the subject of Marketing Situation Analysis with the most practical materials available. By having real-life consulting results and detailed teaching notes, professors can fully teach the subject in detail. This is most useful for mid and high level business students, when they need to learn the details of Marketing. The case is also most suitable for general business students, with and without experiences, and marketing students without professional experiences.

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