14/11/2021

THE OPPORTUNITY OF INDONESIAN MUSLIM

MARKET

THESIS
To market the Indonesian Muslim immigrants about Lin’s Ancient House Leisure
Farm which is a niche market.

EXECUTIVE SUMMARY
Target consumer is a niche market, Muslims, which are people of minority in Taiwan.
Islam is a growing religion in Taiwan and it represents about 0.3% of population in
the island. There are 60000 Taiwanese Muslims, but there are also more than 250,000
foreign Muslims working in Taiwan from Indonesia, Malaysia, Thailand and the
Philippines, as well as other nationalities from more than 30 countries. Since the
target is Indonesian visitors, the focus is the demographic of Indonesian who lives in
Taiwan.
The purpose of this project is to market the Indonesian Muslims, so, more Muslims
visitors come to visit Lin’s Ancient House Leisure Farm.

SITUATION ANALYSIS
 Background Information
o History and background of the location and also the history of
agriculture tourism in Taiwan.
 SWOT Analysis
o Strength, Weaknesses, Opportunity, and Weaknesses of Lin’s Ancient
House Leisure Farm.
 Competitor Analysis and The External Environment
o Analysis of competitors and their programs and strategy of marketing
to Muslim visitors.

CONSUMER ANALYSIS
 Demographic
o Age
o Sex
 o Education
o Nationality
o Religion
o Ethnicity
 Psychographic
o Religiosity
 To explain the basic faith and needs of Muslims (The 5 Pillars
of Islam)

MARKETING STRATEGY AND PROGRAM RECOMMENDATION

 Vision
o To expand the market and educate the Indonesian Muslim Immigrants
about Hakka culture and strawberry farm.
 Mission
o Mission Statement
 To increase the number of Indonesian visitors by 100%.
 To give the sense of warm welcome to the visitors by
providing them facilities and food without interfering their
faith.
 Goal
o Muslim Indonesians will be the frequent customers to Lin’s Ancient
House and Leisure Farm
 Strategy
o Product
o Price
o Promotion
o Place
 Marketing Channel
o Indonesian Influencers
o Travel Agency and DMO
o Taiwan Leisure Farms Development Association website

FINANCIAL PLANS
 Budget
o Budget for financial projection
 Financial Projection
o Influencer endorsement fee

2
 o Halal certification

CONCLUSION
Taiwan is ranked #2 as the most Muslim friendly country to visit according to
MasterCard-Crescent Rating's 2021 Global Muslim Travel Index. The Muslims
market is a niche market, and it has a huge opportunity and space to improve, Lin’s
Ancient House Leisure Farm could use this opportunity to expand their market

GROUP INDONESIA
Jessica Helena Tan
Mikhael Rudy
簡于瑄 (Fania)
徐威倫 (Jason)
陸凊 (Nina)
林陳雅晴 (Jacqueline)