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Taiwan organic industry was developed since 1995 and has been greatly expanded owing to Taiwanese are gradually emphasis on health-conscious, the consumer awareness and many dishonest food events during recent years. The superiorities of organic industry are pure nature, no poisons, no pollution and no additives. It not only be emphasized and supported by government but also win the trust and favor by consumers. According to the Council of Agriculture statistics, the output value of Taiwan organic industry in 2010 is 24 million and up to 31 million till June of 2012. It also grows up 15-20% annually. Hence we can see organic industry is a growth industry. Besides, the enterprise’s future exist and development also depends on how to strength self core competency. Therefore, the core competency of enterprises is not only the appearance of its business variation adaptability and innovative capability but also its source of profits.
Every administrator of organic marketing channel has to find the way to win consumers’ confidence and satisfy their need of safe and security. To operate the concept of service marketing to plan and manage marketing strategy including to control food safety for consumers, to deepen belief and practice service marketing idea, to create and maintain warn, safe, comfort and clean shopping environment and facilities. It shows that service marketing plays the decisive role in management and marketing.
In this subject, we use case study to research and the object of study is the first organic brand in Taiwan. We use all practical strategy to be the main subject in the discussion and study them how to build consumers confidence, upgrade competitiveness and create competitive advantage by using four points-people, product, process, physical evidence in 7Ps of service marketing strategy. There are three conclusions in this research as below:
1. To build service concept in all employee deeply, create internal common consensus and develop customer service confidence in order to create valuable and unique core competency.
2. The advantage of product safety management can not only establish the confidence of all employee but also help to establish consumers’ trust and then to support enterprise’s quality image.
3. Both of superior service procedure and shopping environment not only make self-profession, superior managing experience and advantage stand out but also win the trust from customers and enlarge the distance between other competitors.
The organic industry has been the potential star and the market competitive is getting white-hot. In order to keep the leading position, the enterprise has to create competitiveness continuously and maintain self advantages.
Meanwhile, to own a financial group background is not the only weapon. They have to cooperate and support with a powerful managing strategy, integrate internal and external sources and upgrade service marketing strategy continuously. Otherwise, the enterprise will be disappeared due to no adaptability in the variety and changing market.
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