An Analysis of the Potential Demand for Taiwan Tea in the Japan Market
Date Issued
2007
Date
2007
Author(s)
Hsu, Jung-En
DOI
zh-TW
Abstract
By using the questionnaires of Japanese consumer behavior and the cognition of the Taiwanese tea, this master thesis try to find out a latent need of Japanese market in order to analyze decision impact factor that it purchases Taiwanese tea. Finally, it draws up a suitable international marketing strategy to strengthen the Taiwanese agricultural products promotion for Japanese market.
According to the combination of the marketing strategy of STP and 4P, this research distinguishes the main customers of Taiwanese tea in the Japan in the future, chooses an adaptable target market, puts forward a viable position of product, and drafts an international marketing strategy programming of product, price, place and promotion. The result shows that the Taiwanese tea should aim at " strong and retired ethnicity" (56~65 years old of consumers) as the main target market, position Taiwanese tea in the Japanese market for presents and personal use in the future, and represent the high-quality product image of high safety.
The international marketing strategy of "strong and retired ethnicity" in Japan:
1) Product Characteristic: it should emphasize the taste and the special features of the habitat, and build up the healthy and safe image in the Japanese consumers’mind;
2) Price and Promotion: it should stabilize the current price of consumer willing to pay as the main target, strengthen the quality of management in order to accomplish the high-quality Taiwanese tea image as a core target. Also, we can make use of experienced international marketing company to assist domestic related export organization and strengthen the promotional strategy to Japanese consumers with various valid marketing methods.
3) Promotion: we should cooperate much more with the tea specialty shop all over the whole Japan, so that we can provide the Japanese consumer more information of Taiwanese tea, and strengthen the construction of this route. Besides, the result of the questionnaire analysis also reveals that the proportion of "strong and retired ethnicity" to purchase our product in the supermarket is also rather high; therefore, we can also consider increasing the route of supermarkets in the future.
Subjects
日本茶葉市場
潛在需求分析
消費者行為
Tea Market in the Japan
Taiwanese Tea
Latent Need Analysis
Consumer Behavior
International Marketing Policy
SDGs
Type
thesis
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