| Abstract: | A procedure is to study on international marketing strategies of halal products. The world’s population is estimated over 7 billion, and there are 1.6 billion Muslims around the world. An expectation shown that before 2030, the Muslim population will grow up to 2.2 billion people, regards to the fast growing of Muslim population, the demand of Halal products relatively boost, without any doubt, the Muslim market will grow incredibly fast and become a huge market globally due to its great potential and bright future. In Asia-Pacific area, Indonesia and Malaysia have domination of Muslim population, equally important, the location of Indonesia and Malaysia is closed to Taiwan, and therefore, Taiwan might take this advantage as an opportunity to enter the Muslim market. Taiwan is an export-oriented country, with a mature and advanced food technology; Taiwan has the best chance in entering the Muslim market from now on and in near future.
For Muslim, in aspect of Food, Clothing, Living, they must follow the Islam laws, especially in food, it has strict norms and regulations. For meat and other processing food, they must go through strict inspection and Halal certification, and the process of Halal certification is rigid, from the beginning of supply chain to the end of the supply chain, each chain must experience rigorous examination, then it can assure that the end-users (customers) can get the best quality and safest final products. Equally important, the Halal Products’ target customer is not only Muslim people, because of the Halal Products are wholesome, healthy and safe, so it has great attraction for non-Muslim people as well; therefore, Taiwanese businessmen must work on this Muslim market aggressively. Hence, in the future, once Taiwanese businessmen intend to enter the Halal market, they must take great consideration and focusing on Halal Supply Chain management and strategy. In recent years, Taiwan has food scandals severely, people lost confidence in those great reputation firms, and enterprises, therefore, Taiwanese businessmen might take the Halal Supply Chain as an enlightenment to make a better eating environment with safety and wholesome. Of course, this could favor general public; also the enterprises could fulfill their social responsibility. Thus, it will help Taiwanese enterprises to enter the halal market easily and efficiently. Hence, when Taiwanese firms tend to enter Muslim market, the most efficient way is to participate trade show, and how do Taiwanese firms marketing halal products through trade show is the subject of this research.
This research will conduct literatures review/analysis and participation of Halal Products trade show in Kuala Lumpur, Malaysia. In conclusion, this thesis will provide suggestions to enterprises/firms that intend to entering Halal market from our research results. |
