Name : Kiswah Choiru Nastiti

Student ID : 40606275

The Comparison about Marketing in Indonesia and Taiwan

Marketing is a series of prosess that purpose to sell products or introduce

products to people in various ways. So this marketing sense not only to the event,
marketing but also about strategies used, and how give satisfaction to consumers.
Definition of marketing is a combination of activities that are interconnected to be
able to know what is needed by consumers so that companies can develop products,
prices, services and carry out promotions so that consumer needs can be fulfilled
and companies can get the benefit.
In Indonesia, there are several large regional markets and many more niche
and micro-niche markets. The consumer market is scattered over about 17,500
islands, where tastes and preferences are various. Prices are also variable with the
mix of cultures, population sizes and differing levels of economic development in
Indonesia are challenging. A will one-size-fits-all marketing strategy simply doesn't
work.
Management consultants McKinsey have identified the following broad
consumer trends, which have essential implications for marketing across the diverse
market segments in Indonesia. First is brand preference, Indonesians have a higher
preference for local brands than the consumers of other nations. Local brand
preference is particularly high, with 60 percent of Indonesians preferring them,
particularly in food and beverage categories. The second is urban dynamics.
Indonesia is a vast archipelago country. It is crutial to understand the differences
and dynamics that exist in Indonesia, not only focusing on the two largest cities in
Java, namely Jakarta and Surabaya, but also the groups of small cities that are
growing rapidly throughout the archipelago. The third is getting to market.
Indonesia’s distribution infrastructure is fragmented geographically, with family-
owned and run stores predominating in numerous consumer categories. However,
modern retailing is growing and becoming more accepted as new channels emerge.
The last is going digital. Digital technology is playing an increasingly large role in
reaching Indonesia’s dispersed and assorted customers. Currently, television
advertising and personal recommendations are the main sources of consumer
product information.
Taiwan is a sophisticated consumer market, accessible and well-regulated, in
which consumers are plugged into global consumer trends. Globalisation has
offered Taiwanese consumers access to information, products and services that
have helped them create their own sophisticated identity. Even though Taiwan is
traditionally a country that based its economy on the manufacturing field, where
marketing and brands were not priorities, nowdays Taiwanese individuals want to
identify themselves with the brand of a product. They want to believe that a
particular product was specifically designed to match their needs. The Taiwanese
consumer is faithful to brands, but also keen on new products especially in the high-
tech sector.
Consumers in Taiwan are loyal to brands. The leading brands dominate the
market completely (especially in agri-food). However, the Taiwanese are very
attentive to prices, a brand or a store which puts its prices up would lose customers
immediately. Quality and after-sales service are the other main factors influencing
consumer behaviour. Food purchases are made as and when needed, and national
and Japanese products are the most frequently bought. Taiwanese individuals have
started to become immune to adverts and have risen their consumption standards.
They are used to expressing their opinion freely about any topic of interest,
including consumer products and services. Spending time online is one of the
favourite activities of Taiwanese consumers; they are active on social media and
enjoy visiting online shops.
One of the most common forms of market in each country is convenience
stores. A convenience store is a small retail business that stocks a range of everyday
items such as groceries, snack foods, confectionery, soft drinks, tobacco products,
over-the-counter drugs, toiletries, newspapers, and magazines. In some
jurisdictions, convenience stores are licensed to sell alcohol, typically beer and wine.
Such stores may also offer money order and wire transfer services, along with the
use of a fax machine or photocopier for a small per-copy cost. A convenience store
may be part of a gas/petrol station, so customers can purchase goods conveniently
while filling their vehicle with fuel. It may be located alongside a busy road, in an
urban area, near a railway or railroad station, or at another transport hub. In some
countries, convenience stores have long shopping hours, and some remain open 24
hours. Convenience stores usually charge significantly higher prices than
conventional grocery stores or supermarkets, as these stores order smaller quantities
of inventory at higher per-unit prices from wholesalers. However, convenience
stores make up for this loss by having longer open hours, serving more locations,
and having shorter cashier lines. This is the comparison of convenience store in
Indonesia and Taiwan using the 4P analysis.
1. Product
The most famous convenience store in Indonesia is Alfamart. At Alfamart
provides various types of daily necessities such as snacks, packaging drinks, oil,
sugar, instant noodles, tissues, laundry soap, and others. In addition to providing
products, Alfamart also provides services such as top-up, payment of train tickets,
and charging e-toll cards. In Taiwan, there are also convenience store, one of
them is 7-eleven. The things are provides in 7-eleven almost same with in
Alfamart. The different is in 7-eleven also sell one-day product like sandwich,
pasta, and instant drinks like coffee and chocolate, but in Alfamart is not
available. In 7-eleven also provides services such as payment of online shop,
top-up, payment of train tickets and others.
2. Prices
The prices in Alfamart and 7-eleven usually little more expensive than the price
in supermarket. But, the convenience store more flexibel and minimalism so the
customers don’t need to take too much time for shop. Payments at Alfamart are
also made easy with a non-cash system. The customers can use their credit card
to pay their items. Payments at 7-eleven same easy with in Alfamart because in
7-eleven you can pay with cash and non-cash like easycard or i-pass.
3. Place
Alfamart not only available in big cities but also has begun to open in small areas.
In Taiwan, 7-eleven also easy to find although in big cities or in small district.
 The different is in 7-eleven also provide the place to costumers to enjoy their
meal, but at Alfamart not available for that.
4. Promotion
7-eleven also doing their promotion by give customers the coupons for each
purchase at a certain price. Alfamart doing their promotion by member card, its
name “Aku card”, by having this card the costumers will receive a discount and
bonuses. Strategy promotion in 7-eleven and Alfamart mostly same, they do their
promotion by social media like webpage, facebook also line.