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| DC 欄位 | 值 | 語言 |
|---|---|---|
| dc.contributor.advisor | 謝冠雄(Edward Hsieh) | |
| dc.contributor.author | Si-Jia Oh | en |
| dc.contributor.author | 胡思佳 | zh_TW |
| dc.date.accessioned | 2021-06-17T01:08:14Z | - |
| dc.date.issued | 2021 | |
| dc.date.submitted | 2021-03-18 | |
| dc.identifier.citation | 1. Gojo Industries, Inc. (2020a). Gojo international: Home. https://www.gojo.com/en-INT/Home 2. Gojo Industries, Inc. (2020b). Introducing the Purell solution: Innovation in dispensing formulation. https://www.gojo.com/en-int/PURELL-Solution 3. Yakowicz, W. (2020, March 10). Meet the billion-dollar family company that makes Purell. Forbes. https://www.forbes.com/sites/willyakowicz/2020/03/10/meet-the-billion-dollar-family-company-that-makes-purell/?sh=789c2c1b64bb 4. Purell Taiwan. (2020a). Brand introduction. https://shop.purell.com.tw/pages/品牌介紹 5. Fortune Business Insights. (2020, May). Impact of Covid-19 on the global hand sanitizer market size, share, industry analysis and regional forecast, 2019-2026. https://www.fortunebusinessinsights.com/ impact-of-covid-19-on-hand-sanitizer-market-102719 6. Allied Market Research. (2018, February). Hand sanitizer market by product (gel, foam, spray, and others), distribution channel (online store, departmental store, pharmacy store, and others), and end use (restaurants, schools, hospitals, household purpose, and others) – Global opportunity analysis and industry forecast, 2017-2023. https://www.alliedmarketresearch.com/hand-sanitizer-market 7. Furion Analytics Research Consulting LLP. (2019). Global hand sanitizer market – forecast (2020 – 2025). Industry Arc. https://www.industryarc.com/Report/15570/hand-sanitizer-market.html 8. IndexMundi. (2020, November 27). Taiwan age structure. IndexMundi Blog. https://www.indexmundi.com/taiwan/age_structure.html 9. Taiwanese women are getting married, having babies later. (2018, May 14). Taipei Times. https://www.taipeitimes.com/News/taiwan/archives/2 018/05/14/2003693054 10. Gojo Industries, Inc. (2020c). Frequently asked questions about Purell products. https://www.gojo.com/en/Industries/Purell-Consumer/FAQ?sc_lang=en 11. Watsons Group. (2020a). Hand sanitizer search results. https://www.watsons.com.tw/search2?text=乾洗手 12. Shopee. (2020a). Tsaio hand sanitizer with tea tree extract 80ml. https://shopee.tw/上山採藥-茶樹精萃乾式淨手露-乾洗手%E3%80%8280ml-i.8620626.4622559529 13. Chef-Clean. (2020). Our Story. https://www.chef-clean.com/about-chef-clean/ 14. Gojo Industries, Inc. (2020d). Gojo international: Product catalog. https://www.gojo.com/en-INT/Product-Catalog/All-Products 15. Gojo Industries, Inc. (2020e). Our history. https://www.gojo.com/en/About-GOJO/History 16. U.S. Department of Health Human Services. (2020, November 24). When and how to wash your hands. https://www.cdc.gov/handwashing/when-how-handwashing.html 17. Taiwan Centers for Disease Control. (2015, April 8). International infection prevention and control experts recommend use of alcohol-based hand sanitizer to ensure hand hygiene during drought. https://www.cdc.gov.tw/En/Bulletin/Detail/S_DsKQwShlykwzwLk6x9Cw?typeid=158#:~:text=Taiwan%20CDC%20stresses%20that%20to,seconds%20until%20hands%20are%20dry 18. Gojo Industries, Inc. (2020f). Scientific Studies. https://www.purell.eu/en/know-how/scientific-studies 19. SGS Taiwan. (n.d.). Industry category. https://www.sgs.com.tw/ 20. Henneberry, B. (2020). Top suppliers of hand sanitizer. Thomasnet. https://www.thomasnet.com/articles/top-suppliers/hand-sanitizer-suppliers-manufacturers/ 21. Taylor, C. (2020, March 3). Sales of hand sanitizer are skyrocketing due to the coronavirus, leading to rationing and price hikes. CNBC. https://www.cnbc.com/2020/03/03/coronavirus-hand-sanitizer-sales-surge-leading-to-price-hikes.html 22. Gojo Industries, Inc. (2020g). 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Healthcare Personnel Handwash Study #110103-101, April 5, 2011, and #100907-101, Jan 6th, 2011. BioScience Laboratories, Bozeman, MT. 30. Gojo Industries, Inc. (2011, April). Clinical field study #2011-F10233. Gojo Industries, Inc. 31. Edmonds, S.L., Macinga, D. R., Mays-Suko, P., Duley, C., Rutter, J., Jarvis, W. R., Arbogast, J. W. (2012). Comparative efficacy of commercially available alcohol-based rubs and World Health Organization-recommended hand rubs: formulation matters. Am J Infect Control, 40(6), 521-525. https://doi.org/10.1016/j.ajic.2011.08.016 32. Watsons Group. (2020b). Hand sanitizer gel search results. https://www.watsons.com.tw/search2?text=乾洗手液 33. Cosmed. (2020a). Hand sanitizer search results. https://shop.cosmed.com.tw/v2/Search?shopId=2131 q=乾洗手 34. Cosmed. (2020). Cosmed. https://www.cosmed.com.tw/upload/eBook/28/index.html 35. Poya International Co., Ltd. (2020). Poya. https://www.poya.com.tw/dm/content/21#undefined/ 36. PChome Store. (2020). Service charge. https://seller.pcstore.com.tw/service/faq_2-1.htm 37. Yahoo! (2020). Hand sanitizer search results. https://tw.search.mall.yahoo.com/search/mall/product?cid=0 clv=0 kw=乾洗手 p=乾洗手 qt=product 38. PChome Online Inc. (2020). 2019 annual report. https://doc.twse.com.tw/pdf/201904_8044_AIC_20201020_132224.pdf 39. Shopee. (2020a). Advertising in Shopee. https://seller.shopee.tw/edu/article/1054 40. Wu, A. (2020, October). How is the cosmetic industry doing in Taiwan? Retail in Asia. https://retailinasia.com/in-markets/how-is-the-cosmetic-industry-doing-in-taiwan/ 41. U.S. Department of Health Human Services. (2020). Coronavirus disease 2019. https://www.cdc.gov/coronavirus/index.html 42. Gojo Industries, Inc. (2020i). Purell surface disinfectant and sanitizer sprays. https://www.gojo.com/Product-Catalog/PURELL-Surface?sort.sku=asc 43. Leverette, M. M. (2020, March 20). The best disinfecting cleaners. Business Insider. https://www.businessinsider.com/best-disinfecting-cleaner?fbclid=IwAR0b3DfteSQa5VQTdlTPewq32-00RFMQgP9PsqICmz0ABsUH-rvg_UAyWcc#the-best-overall-1 44. Ryan, M. (2018, May 7). How can new brands find the right Taiwanese distributor? Medium. https://medium.com/citiesocial/how-can-new-brands-find-the-right-taiwanese-distributor-2075969f518 | |
| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/66771 | - |
| dc.description.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. | en |
| dc.description.provenance | Made available in DSpace on 2021-06-17T01:08:14Z (GMT). No. of bitstreams: 1 U0001-1803202116552900.pdf: 4636840 bytes, checksum: 06d95f30cbfb4bddc04386db3c27dfa9 (MD5) Previous issue date: 2021 | en |
| dc.description.tableofcontents | Table of Contents Acknowledgement i Executive Summary iii 1. Introduction 1 1.1 GOJO’s Brand History 1 1.2 Purell Taiwan Company Overview 2 2. Purell Taiwan Brand Ambitions 3 3. Market Growth Insights 'Where to Play' 4 3.1 Global Market Overview 4 3.2 Taiwan Market Analysis 5 3.2.1 Survey Results 6 3.2.2 Targeted Interview with Key Retail Personnel 8 3.3 Segmentation Targeting 10 3.4 Hand Sanitizer Market Competition in Taiwan 11 3.5 Positioning Mapping of the Hand Sanitizer Market in Taiwan 13 3.6 Purell Taiwan: Focused Products 15 3.7 Consumer Preferences Analysis 16 3.8 SWOT of Purell in the Taiwan Market 18 3.8.1 Strengths 19 3.8.2 Weakness 19 3.8.3 Threats 20 3.8.4 Opportunities 20 4. Activation Plan: 'How to Win' 21 4.1 Strategic Imperative Summary 21 4.2 Goals Aspirations 21 4.3 Establishment 22 4.4 Differentiation 24 4.5 Offline-to-Online 26 4.6 Pricing Strategy 29 4.7 Competitive Landscape 30 4.8 Strategies Implementation Action Plan 32 5. P L 33 6. Future Pipeline - Disinfectant Spray 37 7. Exit Strategy Risks 41 8. Bibliography 45 Appendix A - Regulation 52 Appendix B.1 - Questionnaires - Survey Cake 54 Appendix B.2 - Questionnaires - Survey Cake Results 58 Appendix C.1 - Focused Questionnaires with Channels 63 Appendix C.2 - Focused Questionnaires with Channels Results 64 Appendix D - Purell Product Strength 67 List of Figures Figure 1. Purell Taiwan Brand Ambitions 3 Figure 2. Covid-19 Impact on the Hand Sanitizer Market (5) 4 Figure 3. Taiwan Gender Population and Age Group Categories in 2018 (8) 6 Figure 4. Preference of Hand Sanitizer Volume (354ml, 60ml, 30ml) 7 Figure 5. Positioning Mapping of Hand Sanitizer Brands in Taiwan (11,12) 14 Figure 6. Sample Products 15 Figure 7. Gender and Age Distribution of Respondents 17 Figure 8. Main Consideration for Buying Hand Sanitizers 17 Figure 9. Preferred Channels to Purchase Hand Sanitizers 18 Figure 10. SWOT Analysis 19 Figure 11. 4 Key Strategic Imperatives 21 Figure 12. Purell Taiwan Website (24), Instagram (25), and Facebook (26) 23 Figure 13. Purell in Young Sheldon 23 Figure 14. Purell Advanced vs Competitors (29,30) 24 Figure 15. Efficacy of Purell Advanced (24) 25 Figure 16. Third-party SGS Report (19) 26 Figure 17. Watsons Taiwan Online Hand Sanitizer Offerings (32) 27 Figure 18. Cosmed Taiwan Online Hand Sanitizer Offerings (33) 27 Figure 19. Cosmed (34) and Poya (35) Electronic Brochures 28 Figure 20. Sample Advertisements 28 Figure 21. Competitive Landscape: Top 3 Hand Sanitizers in Taiwan 30 Figure 22. Action Plan 32 Figure 23. 5-year Cumulative Total Net Income 37 Figure 24. Willingness to Pay for 954ml Surface Disinfectant 38 Figure 25. Purell Online Advertisements (41,42) 39 Figure 26. Purell Disinfectant Spray 40 Figure 27. Overall Hand Sanitizing Solution 40 List of Tables Table 1. Preferred Hand Sanitizer Volume to Purchase 7 Table 2. Estimated Target Purell Bottles Sold in 2021 8 Table 3. Segmentation Targeting of Purell Taiwan Hand Sanitizer Market 11 Table 4. Top Hand Sanitizer Brands in Taiwan (11,12) 12 Table 5. Purell Advanced Instant Hand Sanitizer in three different SKUs 15 Table 6. Pricing Preferences Based on the Different SKUs 29 Table 7. Pricing Range Set for Purell Hand Sanitizers in Taiwan 30 Table 8. Total Number of Bottles of Purell Hand Sanitizers in Different SKUs 34 Table 9. Income Statement for the 5-Year Forecasted Sales 35 Table 10. Balance Sheet for the 5-Years Forecasted Sales 36 Table 11. Pricing Preferences for 954ml Surface Disinfectant 38 Table 12. Pricing range set for Purell disinfectant spray in Taiwan 38 Table 13. Alternative scenarios to identify failures of business plans 41 | |
| dc.language.iso | en | |
| dc.title | SJ公司-新的乾洗手液品牌進入臺灣市場 | zh_TW |
| dc.title | SJ’s company, a new hand sanitizer brand in Taiwan’s market | en |
| dc.type | Thesis | |
| dc.date.schoolyear | 109-2 | |
| dc.description.degree | 碩士 | |
| dc.contributor.coadvisor | 曹承礎 (Seng-Cho Chou) | |
| dc.contributor.oralexamcommittee | 盧信銘(Hsin-Min Lu) | |
| dc.subject.keyword | 乾洗手液, | zh_TW |
| dc.subject.keyword | Hand sanitizer, | en |
| dc.relation.page | 69 | |
| dc.identifier.doi | 10.6342/NTU202100792 | |
| dc.rights.note | 有償授權 | |
| dc.date.accepted | 2021-03-19 | |
| dc.contributor.author-college | 管理學院 | zh_TW |
| dc.contributor.author-dept | 企業管理碩士專班 | zh_TW |
| 顯示於系所單位： | 管理學院企業管理專班(Global MBA) | |
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