A Research on the Marketing strategy of the Organic Vegetables —The case study of T corporation
Date Issued
2011
Date
2011
Author(s)
Chen, Yu-Long
Abstract
Under government promotion, there is an upward-trend in the organic vegetable industry in Taiwan. However, the limitation of the inelastic demand confines the development of domestic market. Hence, marketing is the key in creating the demand. This study surveys on T company’s marketing strategies from the suppliers’ point of view. The results show that there are 20,000 tons of organic vegetables in 2010 or 1,500,000,000 NT in production value. i.e. 63 percents of the organic industry’s production value. In terms of market value, the average market price of the organic vegetables is 111.80 NT per kilogram. This price is 36.38 NT higher than the conventional vegetables, creating 48.23 percents of price difference. According to the results, T company’s marketing positionings are middle aged females, people with high education levels, people with middle to high income, environmental protectionists, and people valued food safety and health. In terms of marketing segmentation, T company targets those people who live in high population density regions with better education and living standard, those people who have 60,001 to 80,000 NT monthly family income, those people who like to shop in supermarkets, shopping malls, and organic shops, those people who care about the quality and safety, those people who place a higher weight on health and environment, and those household keepers with higher education levels and ages between 35 to 59.
Subjects
Organic vegetables
marketing strategy
five force analysis
Market segmentation
market positioning
Type
thesis
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