Strategic marketing plan Research Paper Example | Topics and Well Written Essays - 4500 words

Strategic marketing plan - Research Paper Example The National Taiwan Craft Research Institute (NTCRI) is a renowned organization in Taiwan and its marketing division has been chosen to handle this project and promote the new product. This paper presents the detailed marketing plan for the promotion and launch of the new product, the analysis of the target market and the competitors of the NTCRI. It also mentions the indicators by which the organization would be able to measure the performance of the product after it has been marketed. Table of Contents International designers are increasingly showing inclination towards utilising the concepts of traditional arts. Therefore the perspective of the local culture of Taiwan is gradually moving towards occupying the position of an essential cultural element among the future designs of various modern day applications. This paper presents a plan for the development of a drinking cup based on the design of the traditional ‘Linnak’ used by the Paiwan tribe. The ideas of the Linn ak and the cultural connotations associated with the product evoke innovative sense of marketing among the modern marketers. The National Taiwan Craft Research Institute (NTCRI) is a renowned organization in Taiwan and its marketing division has been chosen to handle this project and promote the new product. ... ts 3 Rationale of the artistic product 4 Company overview 4 Overview of the new product 5 Product design 5 Relationship between the product and the NTCRI 6 Internal situation 6 Strengths 6 Weaknesses 7 External situation 8 Pest analysis 8 Opportunities 10 Threats 10 Analysis of target market 11 Competitor analysis 12 Marketing strategy 13 Marketing objectives, strategies and actions 16 Performance indicators 17 Conclusion 17 References 18 Rationale of the artistic product Taiwan is rich in cultural heritage and a new product has been chosen which would be introduced to the market for handicrafts in the country. This product would be marketed through the NTCRI. The product is a drinking cup designed with ideas borrowed from the rich cultural heritage of the country. The original product is a special traditional wine-drinking cup made of wood and consisting of one or more cups. The Linnak is very closely associated with the wine drinking culture of the tribe as a part of their sacred r itual. The number of cups in this drinking container (carved out of one single log of wood) signifies the speciality of the event in which the cup is used. If there is only one cup in the Linnak, it implies that the cup is meant for use by the chief of tribe in the special event. Two-cup or three-cup versions of the Linnak are also used in certain social events in the tribal society, such as, marriages and festive ceremonies, in which the people that share the cups of the Linnak to drink rice wine share a deep bonding. In marriages, the husband and the wife sharing the drink from the two-cup Linnak are bound by a loving relationship; in other social events, people that drink form the same Linnak share warm feelings among one another (Lin, 2007). The design of the Linnak has been found to be