University of San Carlos
School Year: 2014-2015
Case Analysis on
Rediscovering Marketing Niches in a Traditional Industry
Submitted by: Uy Chino Jr., J.
Alcantara, Ma. Janika
Date of Submission: November 21, 2014
Submitted to: Dr. Melanie de Ocampo
History of Porcelain
Porcelain originated in China. Although proto-porcelain wares exist dating from the Shang Dynasty (1600–1046 BC), by the Eastern Han Dynasty period (196–220) glazed ceramic wares had developed into porcelain.Porcelain manufactured during the Tang Dynasty (618–906) was exported to the Islamic world, where it was highly prized. Early porcelain of this type includes the tri-colour glazed porcelain, or sancai wares. The exact dividing line between proto-porcelain and porcelain wares is not a clear one to date. Porcelain items in the sense that we know them today could be found in the Tang Dynasty, and archaeological finds have pushed the dates back to as early as the Han Dynasty (206 BC – 220 AD). By the Sui Dynasty (581–618) and Tang Dynasty (618–907), porcelain had become widely produced.
Eventually, porcelain and the expertise required to create it began to spread into other areas of East Asia. During the Song Dynasty (960–1279), artistry and production had reached new heights. The manufacture of porcelain became highly organised and the kiln sites, those excavated from this period, could fire as many as 25,000 wares. While Xing Ware is regarded as among the greatest of the Tang porcelain kilns, Ding Ware became the premier porcelain of Song Dynasty. By the Ming Dynasty (1368–1644), porcelain art was being exported to Europe. Some of the most well-known Chinese porcelain art styles arrived in Europe during this era, such as the coveted blue-and-white wares. The Ming Dynasty controlled much of the porcelain trade, which were further expanded to all over Asia, Africa and Europe through the Silk Road. Later, Portuguese merchants began direct trade over the sea route with the Ming Dynasty in 1517 and were followed by Dutch merchants in 1598.
Some porcelain were much more highly valued than others in imperial China. We can identify the most valued types by their association with the court, either as tribute offerings, or as products of kilns under imperial supervision. One of the most well-known examples are the Jingdezhen porcelain. During the Ming dynasty, Jingdezhen porcelain become a matter for imperial pride. The Yongle emperor erected a white porcelain brick-faced pagoda at Nanjing, and an exceptionally smoothly glazed type of white porcelain is peculiar to his reign. And Jingdezhen's fame come to a peak in the Qing.
Statement of the Problem
How will Jingdezhen recover and compete again in the local and global market?
Should they focus their marketing strategies on niche markets and follow the path of the Haier group? Or find another path that could be risky and unclear. Can the government help the porcelain making industry in China?
to be able to propose where to focus China’s porcelain industry with their marketing strategies towards niche markets and determine whether the Haier model would be beneficial to the industry.
- Jingdezhen Institute of Technology
- The province experience in the porcelain making industry
- half of the city is engage in porcelain production and sales - JCAC presence in Jingdezhen
- Low technology
- Lack of innovation
- Small scale production
- bright ideas coming from artists in JIT.
- collectors market
- corporate market
- mass market
- independent local porcelain makers
- foreign porcelain companies
- imitation from local porcelain makers
- JCAC is backed up by the government (threat towards small and medium scale porcelain makers)
Imitation from local porcelain makers...
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