9. Summary and Conclusion
Bon Ju (本酒) is a company that focuses on the import of Korean fermented rice wine to distributors and wholesales in Taiwan. Because its particular fermented condition, this traditional Korean alcoholic drink possesses a high dose of pure microorganisms that make it a unique type of beverage with beneficial effect for human health.
This drink, also known as Makgeolli in Korea, has the longest history among the traditional Korean wines, and it is enjoyed by a broad range of consumers, from urban to rural areas. In addition, this fermented rice wine has developed a great variety of flavors and derivate products that are readily available in Korea and that our company attempts to introduce into the Taiwanese market.
Bon Ju (本酒) believes this traditionally Korean product has a high possibility of success, as it has occurred elsewhere in the world with the case of Japanese rice wine or Sake. To begin with, Bon Ju (本酒) plans to target Taiwanese market mainly due to its similarities with the Japanese market where Korean rice wine has already been established.
Because this type of fermented rice wine is a healthy and very nutritive drink, Bon Ju (本 酒)‟s strategy is to promote it in Taiwan emphasizing those characteristics and its unique features. We acknowledge that Taiwan‟s alcoholic beverage market is already very much dominated by big companies from all over the world, especially western countries that are traditionally wine producers, such as the USA, Canada, Australia, Chile, France, and Japan with its own type of rice wine. However the particular rice wine market in Taiwan is not yet fully exploited and there is enough room for further development. Thus, in order to position itself as the primary importer of Korean rice wine, Bon Ju (本酒) will work on brand awareness, defining itself as a very distinct option from other types of wine.
In addition, unlike other alcoholic beverages, Korean fermented rice wine is very susceptible to temperature changes, thus its transportation and delivery become a challenge. Bon Ju (本 酒) will provide a refrigerated transportation and storage facilities to minimize the risk of losses for both the company and the clients; e.g. retail outlets, restaurants, hotels, clubs, and others in Taiwan. We will deliver fresh rice wine through point to point and within city limits distribution.
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A great wine is a cultural symbol of a nation and its traditions. We believe that this type of beverages can also serve as a bridge for cultural exchanges with many other related businesses, namely, food industry, entertainment and others. Bon Ju (本酒) hopes to become the first one in achieving consumers‟ recognition for bringing Korean fermented rice wine to Taiwan, with its inherent competitiveness, by reaching the satisfaction of its clients and final consumers of Makgeolli. By doing so Bon Ju (本酒) not only builds up its own brand awareness but it also contributes to improve Korea‟s image in Taiwan simultaneously. It is our hope that in this way non-Korean people, in particular Taiwanese in this case, will be able to experience the real taste of Korea, making the two nations more aware of each other and promoting further exchanges in the future.
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http://www.kotra.org.kr
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http://kto.visitkorea.or.kr
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Population by cities in Taiwan
Rank Name Population
1 Taiwan 18,590,635
2 Taipei City 2,620,693
3 Kaohsiung City 1,511,601
4 Fukien Province 82,618
Total 22,805,547
Sourced by Ministry of the Interior, May 2006
Appendix 2
Foreign residents
Rank Nationality / Origin Total
1 Indonesia 148,737 34.60%
Sourced by National Immigration Agency, Ministry of the Interior, Feb.28th, 2011