This study, by means of a B.C.G. Approach, explores the status of each major export commodity in the international market, and the ebb and flow of their competitive capability and competitive status comparing them with other competing countries in each of the major markets. Based on the results, the potential of each commodity for future development can be studied and appreciated in order to contemplate feasible international marketing strategies for government decision-making units to use as a means of reference.
From the study, it is found that the portfolio classes of our exporting commodities in different markets are not completely the same and that the portfolio arrangement has been adjusted in recent years–“problem children” commodities gradually decreasing and “dog” commodities gradually increasing. This indicates that Taiwan must quickly develop new products. Besides, since our export markets are overactively concentrated in the U.S. market, the decision-making authorities should counsel manufacturers to actively explore new markets so as to diversify our trading areas and reduce our dependence upon the United States’ market.
