Processing handling and marketing of selected Thai tropical fruits in Taiwan | |
| Author | Wang, Hong-yan |
| Call Number | AIT RSPR no.SM-94-24 |
| Subject(s) | Fruit--Marketing Fruit--Handling |
| Note | A research submitted in partial fulfillment of the requirements for the degree of master of business administration |
| Publisher | Asian Institute of Technology |
| Abstract | Processing handling and marketing of fresh tropical fruits, especially in Mangosteen, Durian, Rambutan, are very important in marketing process. With comparative or absolute competitive advantage in some selected tropical fruits, Thailand has very good opportunities in marketing those fruits into Taiwan to alleviate its tremendous trade deficits with Taiwan. To know where is the opportunities and the Taiwan market characteristics is necessary to marketing those fruits in Taiwan. In the research, the qualitative methodology and Cateora's international marketing planning process model is used as methodology and framework to analyze the data and interpret into the information needed. The mini-interview with the customer and depth-interview with the importer, wholesaler and retailer are common used in the survey. From the trade statistics analysis, the consumer's, importer and wholesaler's behavior analysis, marketing mix analysis, and overall SWOT analysis, the research found the opportunities for Thai's selected fruits and the criteria in marketing process, and suggested the way to resolve related problems. |
| Year | 1994 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Hertzberg, Ellen; |
| Examination Committee(s) | Paul, Himangshu;Rieser, Ignaz |
| Scholarship Donor(s) | Republic of China; |
| Degree | Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 1994 |