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Integrated Marketing Communications Project for the Taiwan Machine Tools Industry
In order to enhance the global marketing capability of the Taiwan machine tools and accessories industry, the Bureau of Foreign Trade (BOFT), Ministry of Economic Affairs launched the Integrated Marketing Communications Project for the Taiwan Machine Tools Industry in 2014.
The main purpose of the plan is to bolster the image of the industry as a major global supplier of machine tools, equipment and key components. This year it focused on promoting Taiwan’s machine tools and equipment in China, U.S.A., Russia, Indonesia, Malaysia, Thailand, Mexico, South Africa and Egypt. Meanwhile, the project helped Taiwanese manufacturers of key components penetrate the supply chains of OEMS from China, Korea, Japan and Germany.
In enhancing the image of Taiwan’s machine tool suppliers and strengthening their export competitiveness, the project would apply market analysis and research and also pursue integrated marketing activities. Integrated marketing activities cover product launch, press conference, product application demo show, and technology forum at major international machine tool shows. Extensive market analysis and research will help identify demand in different market segments, including both current and potential export markets.
Through this project, the BOFT expects to help Taiwan establish as a leading source of high-quality machine tools, and thus improve its global strength and seize the opportunity in emerging markets.