SJ公司-新的乾洗手液品牌進入臺灣市場

Abstract

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.