A RESEARCH ON THE MARKETING STRATEGY OF MONGOLIAN BRAND ENTERING TO TAIWANESE MARKET A CASE STUDY OF LHAMOUR BRAND

• Main Author: Bayarmaa Sergelenbat
• Other Authors: KUNG, CHAANG-YUNG
• Format: Others
• Language: en_US
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/63z932

碩士 === 國立臺中教育大學 === 國際經營管理碩士學位學程(IMBA) === 107 === ABSTRACT This research aims to analyze and make view point about Mongolian innovation organic brand entering to foreign market which is in Taiwan. Firstly, this research explores that this Mongolian goods bring out unique patented organic production and successful in Southeast Asia and North American countries. The production of the company is based on Mongolian traditional recipes. Mongolian people has own recipe that healing for illness by foodstuff which included plants, animals. Mostly Mongolian folk use an ingredients from plant, animal to combine by traditional ways for our health. Basic traditional recipes are sea buckthorn, nettle, sheep tail oil, horse oil, goat, yak milk, jamts salt etc. These natural products only grow in Mongolian strange weather. Mongolia has extreme strange climate, it's very few countries that climate degree process goes on between one hundred degree. That means during summer weather feels like dry and hot plus around 40 to 50 degrees during winter gradus feels like freezing cold like minus 40 to 50. Most of Mongolian wide plants, animals very fresh and organic. Founder of the company who invented the first innovate product in Mongolia which is still trending nowadays. In Mongolia, beauty products especially from import production are very expensive. Also mostly skincare production ingredients to contain chemical agents. Import skincare production might be influenced greatly to use but on the other side that would be not suitable in a longtime. Secondly, this research will also introduces that the company CEO business woman very smart to produce the product based on Mongolian traditional recipe which is very useful and high passion to impact our society. Now Lhamour brand is successful in seven countries such as in Taiwan, Indonesia, Hong Kong, Thailand, India, Canada also United States. I am master degree student in Taiwan is a huge chance that have some view about Taiwanese consumer behavior. Also which marketing tool is more influence to local consumer (Taiwanese) attitude and get some point of marketing strategy. This research will compare the view point between two Asian countries, Taiwan and Mongolia consumer behavior in order to comprehensively know the similarities and differences of consumer behavior in these two countries. Based on the mentioned-above, this study also intent to propose the possible marketing strategies for enterprises when enter into Taiwanese market. Key words: Innovate, organic, skincare, marketing strategy, consumer behavior, cross-cultural