請用此 Handle URI 來引用此文件:
http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/66771
標題: | SJ公司-新的乾洗手液品牌進入臺灣市場 SJ’s company, a new hand sanitizer brand in Taiwan’s market |
作者: | Si-Jia Oh 胡思佳 |
指導教授: | 謝冠雄(Edward Hsieh) |
共同指導教授: | 曹承礎 (Seng-Cho Chou) |
關鍵字: | 乾洗手液, Hand sanitizer, |
出版年 : | 2021 |
學位: | 碩士 |
摘要: | Based on the global overview market analysis, the CAGR of the hand sanitiser market for the Asia Pacific is projected to grow at about 8-10% exponentially for the next five years, this is due to the rise of personal hand hygiene trend as well as the current pandemic situation. As one of the most recognized advocates for well-being through hand hygiene in the industry, Purell Taiwan aims to collaborate with the local stakeholders to bring in its global and leading products focusing on skin health and hygiene solutions. From our recent survey, it was observed that more than two-thirds of the respondents have a habit of utilising hand sanitisers in their daily life, suggesting a potential market for our products. To further substantiate the research, interviews were also conducted with industry experts to gain more insights on the general Taiwanese consumer behaviour, price range tolerance, and brand choices. Through intensive market research and analysis, Purell Taiwan devised a focus plan using four key strategic imperatives which are establishment, differentiation, offline-to-online, and pricing strategy in order to achieve its goal of making a profit in the third year while also considering to introduce its disinfectant spray in the future for a more holistic product offering to the Taiwan market. This report has also included the risks that are involved when entering this new market and cited various potential scenarios and exit strategies to guide the company down the road. |
URI: | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/66771 |
DOI: | 10.6342/NTU202100792 |
全文授權: | 有償授權 |
顯示於系所單位: | 管理學院企業管理專班(Global MBA) |
文件中的檔案:
檔案 | 大小 | 格式 | |
---|---|---|---|
U0001-1803202116552900.pdf 目前未授權公開取用 | 4.53 MB | Adobe PDF |
系統中的文件,除了特別指名其著作權條款之外,均受到著作權保護,並且保留所有的權利。