Abstract
Agriculture is a part of the economic foundation of a country. Taiwan Native Chicken enjoys widespread popularity in the Taiwanese market. In recent decades, Taiwan's poultry industry has made great progress, with significant results in the research and business development stages. However, rapid change in the global economic environment presents a challenge to agribusiness in Taiwan. The opening up of markets following Taiwan’s entry into the WTO from 2002 also resulted in numerous threats to the industry. Therefore, this study, based on the perspective of the poultry company, reviews management approaches and future competitive strategies under the current situation, and provides the results as guidelines to future research as well as advance strategic planning. In this study, the research used Porter’s Five Forces model to evaluate its internal value chain, the Blue Ocean Strategy to indicate its highly added value innovation and the SWOT model to analyze the strengths, weaknesses, opportunities and threats pertaining to the company. The result shows that, to the case company, adding value to poultry products; establishing the core competitive advantage on its own brand; production of high quality chicken and integrating new chicken breeds into the whole value chain at high efficiency levels; focusing on product promotion; implementing product lines to decrease cost and export to the Mainland Chinese market are the best strategies for the next stage. The study also provides a guideline for further research on business strategies in agribusiness and the poultry industry.