The art of making consumers and the customers to gain interest in goods and services that are offered is
marketing. That process of marketing one has to do a lot of promotions so as their products to be
familiar in the market, a lot of research on the market place, advertising the products and after all that
make distributions of your products. The marketing in Taiwan consists mostly of small and medium sized
enterprises who give most of their priorities to marketing than they do to other functions of business
such as planning. Planning is one of the major factor in marketing as one has the strategies to capture
large markets and improve sales.
Though without planning incorporated in their businesses the small medium sized enterprises are sales
and production oriented. In Taiwan there are those higher performing SMEs who make less use of
planning methods despite being aware of the major strategic tools in planning. The competition of the
SMEs is based on the value added products and the good relationships that is developed between the
seller and buyer. The success of the Taiwanese SMEs is to some extent as a result of the principles of the
small firm marketing that is applied mostly in the western countries. The reason is that most of the
imports Taiwan makes is from the western countries and this affects their SMEs in a positive way. Since
Taiwan neighbors china, there are some cultural values that originates from the Chinese people and the
factors of a mediating environment that plays part on the attitudes and personal behaviors of Taiwanese
who own the SMEs. Also those factors have an impact on the Taiwanese SMEs marketing practices.
There are a lot of interventions from the government that plays a major role on the performance of the
SMEs in Taiwan. The government disrupts the manufacturing systems that affects the outcome of the
products and the business approaches at large, as the SMEs owners will try to increase their price of
commodities. The government involvement in SMES have made the businesses to run with very minimal
market planning. The SMEs in Taiwan have adopted a marketing strategy that is geared towards creating
a good relation with the government agencies trying to minimize this influence from the federal. Most
SMEs in Taiwan do most of their operations on a manufacturing system where they invest original
equipment and they do not invest much of their time and money. The SMEs foster good customer and
the merchant’s relationship which help the marketing practices in the country that upgrades the brand
manufacturing systems. In Taiwanese SMEs have learn how to develop their own brands to promote,
advertise, market and distribute their products, as they have come with a strategy to coup with the
marketing environment.
