• Lungteng Cultural–I Am Back

Abstract

Lungteng Cultural Co., Ltd. is a leader in publication of high school/vocational school textbooks in Taiwan. In face of the drastic shrinkage of the market of high school/vocational school textbooks caused by declining of birth rate, this company is contemplating if it should re-enter the market of textbooks for university/college education. Based on the context in which Lungteng Cultural considers re-entry into the market of textbooks for university/college education, this study examines if it is a right decision and finds feasible entry strategies from the marketing perspective. The specialties and strengths of this company are described first. Later, similarities and dissimilarities between the markets of textbooks for high school/vocational high school education and university/college education are analyzed and explained. Finally, marketing strategies and theories, including the STP process, marketing mix (4P), Ansoff’s product/market matrix, and the diversification strategy are employed to investigate feasible market entry strategies for the case company.

Keywords：STP Process, Marketing Mix, Diversification Strategy