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The population drinking coffee grows astonishingly in Taiwan. The consumption of coffee increases from 6,286 tons in 2000 to 17,685 tons in 2011, which grows 2.84 times. The overall annual coffee import during this decade shows that coffee consumers increase significantly in Taiwan in recent years, which also facilitates the increase of coffee growing areas. Only in terms of yield, the total annual yield of coffee beans was only approximately 4 tons in Taiwan, but it increased to 824 tones in 2011, that is, it increased 820 tones. However, the quantity is still small comparing with the import. This study was aimed to investigate the experience of local coffee planters in growing coffee in Taiwan and discover the marketing strategies suitable for Taiwanese coffee.
There were four purposes in this study:
1. Investigating the mental progress and difficulties of coffee planters in Meishan (literally Plum Mountain).
2. Analyzing the current production and marketing models of Meishan coffee.
3. Investigating the possibility for Meishan coffee to establish a brand.
4. Bringing up suggestions for the marketing strategies and management of Meishan coffee.
The findings of this study are summarized as follows:
1. What Taiwanese coffee planters worry the most is not how well or how beautiful the coffee they grow are, how big the growing areas are, or how much the yield is. Instead, what they worry the most is how they sell the coffee they harvest, to who they should sell the coffee, if anybody will buy their coffee, or if they can sell all the coffee.
2. Meishan coffee planters urgently need sales channels as well as exquisite packaging design.
3. Meishan coffee planters should learn how to sell the coffee that they produce. They are not traditional agricultural producers anymore.
4. The idea of the Meishan coffee sale channel platform was brought up in this study in hopes of enhancing the visibility of Meishan coffee and providing the planters another sales channel.
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