The number of migrant workers from foreign countries in Taiwan is steadily growing up. The highest percentage of 38.4% is Indonesian workers. Indonesian workers mostly are from low income family, so that they will sustainably send their monthly salary to their family in Indonesia. Therefore, money transfer service becomes a promising business, so that many banks and non-banks have been engaging in this business field. A US-based company, Western Union started to open a branch in Taiwan as they knew this would be a great opportunity to enlarge their business in money transmittance field.
However, promising business will lead to large competition among those companies. So, to keep being a superior among other competitors, Western Union has to keep improving their quality of services so that it may gain customer loyalty as Western Union is customer-centric company. A company’s image on customer’s perspective showed on how they do the marketing, so it is important to implementing good marketing strategy in the company.
This study will analyze Western Union’s strategy as they still becoming a well-known money transmittance company among Indonesian workers in Taiwan. The data is going to be collected by interviewing the marketing experts, so it will help to pick up some key problems that can be used to improve their marketing strategy and services quality, leading to company’s success and create a competitive advantage.

The number of migrant workers from foreign countries in Taiwan is steadily growing up. The highest percentage of 38.4% is Indonesian workers. Indonesian workers mostly are from low income family, so that they will sustainably send their monthly salary to their family in Indonesia. Therefore, money transfer service becomes a promising business, so that many banks and non-banks have been engaging in this business field. A US-based company, Western Union started to open a branch in Taiwan as they knew this would be a great opportunity to enlarge their business in money transmittance field.
However, promising business will lead to large competition among those companies. So, to keep being a superior among other competitors, Western Union has to keep improving their quality of services so that it may gain customer loyalty as Western Union is customer-centric company. A company’s image on customer’s perspective showed on how they do the marketing, so it is important to implementing good marketing strategy in the company.
This study will analyze Western Union’s strategy as they still becoming a well-known money transmittance company among Indonesian workers in Taiwan. The data is going to be collected by interviewing the marketing experts, so it will help to pick up some key problems that can be used to improve their marketing strategy and services quality, leading to company’s success and create a competitive advantage.

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