Marketing Strategy of Tzu Chi Eco-Chopsticks for Students in Taiwan

• Main Authors: Yenni, 黃燕妮
• Other Authors: Cou-Chen Wu
• Format: Others
• Language: en_US
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/51866988725249782257

碩士 === 國立臺灣科技大學 === 管理學院MBA === 103 === Even though the disposable chopsticks are very dangerous for our environment and health, persuading hundreds of millions people to lay down their disposable chopsticks is not an easy task. That made it even harder for the eco-chopsticks manufacturer to market their product. The most effective and efficient marketing strategy should be planned in order to gain a better sales. This study employed a case study method on Tzu Chi Foundation and its eco-chopsticks. The study investigated the current marketing strategy employed by Tzu Chi Foundation to promote their eco-chopsticks and discovered that they don’t have any special or planned marketing strategy for their products. Based on the analysis, some recommendations regarding the market segmentation, target market, positioning and marketing mix strategy were proposed to help Tzu Chi promote their eco-chopsticks. It is recommended for Tzu Chi to segment its market into “People that care about environment and health” and “People that don’t care about environment and health” and focus on “People that care about environment and health”. Other recommendations are: (1) Tzu Chi should position the Retractable chopsticks as the most convenience chopsticks, Foldable chopsticks as the most durable chopsticks and Screw-on chopsticks as the most hygiene and chea p chopsticks; (2) Design one new eco-chopsticks to be positioned as Best Material Chopsticks; (3) Keep current pricing strategy; (4) Distribute their eco-chopsticks to some medium size retailers; (5) Focus on building the products’ awareness.