Due to the influence of ECFA (Economic Cooperation Framework Agreement), quality agriculture and global warming have caused some of the Taiwanese farmers to change the crops that they traditionally cultivated. According to the analysis of crop production market, this study has divided this market into two segments. Under this structure, with the aim to promote Crop Protection Products, the formulators (or importers) in Taiwan have classified target groups by different types of farmers and the economic position of crops in the consumer market. This study has designed and formulated the marketing channel by target marketing (STP; Segmentation, Targeting and Positioning).
With a variety of crop protection products, but with little difference in quality and effectiveness, has caused a highly competitive market for crop protection products in Taiwan. None of the crop protection formulators (or importers) in Taiwan has an ability to research and develop a brand new product. Since almost all technical grade products are imported, they all lack ability in cost control and uniqueness. From the view of focus difference, in this study we consider characteristics of goal marketing, channel development, channel characteristics, channel-member relationship and channel costs. We have designed a dual channel structure for crop protection products in Taiwan. Focus difference will create a niche market to change the present status of a single channel structure for crop protection formulators (or importers) in Taiwan.
The degree of channel performance is decided by the application of channel structure, channel management and channel strategy. Structure, management and strategy influence each other. Furthermore, they will influence channel performance. Based on the main channel of crop protection products in the Taiwanese market, we analyzed a group of crop protection formulators (or importers), as if it adopts the strategy of dual channels to increase the visibility of its brand, expands sales performance and strengthens future development. In conclusion, the formulators (or importers) when using channel management to manage channel-member relationship, reduced conflict between channel members and increased cost effectiveness in the channel to improve channel performance.