Over the past few years, with the rapid changes in the global environment, Taiwan’s stationery industry has encountered harsh challenges, which has a huge impact on pen manufacturers. (Wang, Leebi. 2006 )The innovative research and development plays a catalytic and decisive role in the process of development of the organizations. (Lang Chuan-chi, Yung Shiching, Lo Jayling, 2010) Therefore, Our team has observed that Tianyi adopted outstanding skills, experience and creation to guide the organization towards a competitive goal and increase the sales, making a win-win situation for consumers and organizations. To analyze the implication of its insistence on quality, innovation and management, the researchers conducted some in-depth interviews with the president, Guo Zidong, based on E.Jerome McCarthy’s 4P marketing mix, price, product, place and promotion. (Yeh Ishu, 2012)

 

　　The Strategies of Marketing

　　The target markets of Tianyi are Taiwan, China, Japan, Australia, France, USA, Germany, Italy, and Canada.

1.	Major products : pens and ballpoints. Adopting the world’s leading skills in manufacturing acrylic material, Tianyi designs good quality and cutting-edge products as suitable promoting items or gifts.
2.	The Introduction of Products : Tianyi develops its own acrylic pen parts, which can not only have a variety of colors, but also mimic different textures, such as Liuli (colored glazed), precious stones and jade. Unlike painted pen materials, the main characteristic of acrylic pen parts is the more you use, the more they shine.  The following is a series of Tianyi’s products.

 

 

　　 Strategies of Pricing

　　Through the interviews and the online prices of pens, this research discovered that with the price of 900~7,000, TENNY’s products are rather  competitive.

 

　　The Strategies of Promoting

Branding	1. Investing more than 23 million NT dollars in 2002 2. Spending 14 years developing new pen products 3. Finishing expending factories in 2004 Mr. Guo used to mention that fountain pens the most advanced among other pens. Therefore, marketing the own brand, TENNY pen, is assistance to the company’s product positioning.
Shopping online	Bonus Points collecting：Those who shop for TENNY’s products online would get Bonus Points that can be used as tokens for the next purchase. Recruiting members online: members can get the up-to-date information on bargains.
Visiting retailers	Visiting domextic retailers on a regular base, collecting the information on buying and selling of the products, providing customers relevant knowledge.
Oversea expositions	Expanding new markets and boosting the publicity around the world.
WOM	The online community benefits by canvassing various opinions：The company set up a facebook account to release the latest product information. Through Word- of-Mouth marketing, the company tried its best to open its market. Enhancing the quality by taking part in contests : In 2011, TENNY was awarded Taiwan Excellent Manufacturer Award.
Online Ads	Having the ads on WeB66 and Super hiPage, TENNY provide its product information to the customers. Picture 1-4-1 WeB66 Tenny Co., Ltd. Source of Information: WeB66 Company (2013) Picture 1-4-2 Tenny Company Information from Super hiPage Source of Information: Chunghwa Telecom (2013)
Community Marketing	Mr. Guo delieverd several speeches to students in Kaohsiung Commercial High School sharing his experiences to expand students’ horizons. Picture 1-4-3 Technical Guidance of DIY Assembling Fountain Pens Picture 1-4-4 Achievement Sharing of Starting and Running a Business Picture 1-4-5 Offering Fountain Pens for Fountain Pen Writing Competition

 

 

　　Outlet Strategy

　　Tenny targets Taiwan, China, Japan, Australia, France, USA, Germany, Italy, Canada as its main markets to conduct import, manufacturing, and marketing. Its marketing outlets are as follows:

1.	Export: We place orders with sight letter of credit through domestic and international buyers. Import: place orders with sight letter of credit through domestic and international buyers.
2.	Manufacture: accept OEM.
3.	Retail:

	i.	Physical channels: goods are on consignment in the pen and department stores. The representatives pay a regular visit to see how good the sale is. (Table 1-4-2)
	ii.	Online shopping: set up the TENNY products section on some of the online stores.

 

Table 1-4-2 Physical Retailing outlets

Physical Outlets	Outlet Address
Hsiaopin Yachi	No. 80, 78 Ln., 2nd Sec., Fushin South Rd., Taipei City
Changyi Fountain Pen Company	No. 214, Chungshan Rd., Central Dist., Taichung City
Wen Yang Co., Ltd.	No. 160, Chienkang 2nd Rd., Tainan City
Zuoyue Book Store	No. 31, Zuoying Dist., Kaohsiung City
National Palace Museum in Vogue (Dream Mall)	2F (Blue Whale House), No. 789, Chunghua 5th Rd., Chiencheng Dist., Kaohsiung City
Fufu Fountain Pen Shop	No. 148, Chungshan Rd., Hualien City