請用此 Handle URI 來引用此文件：
http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/98240完整後設資料紀錄
| DC 欄位 | 值 | 語言 |
|---|---|---|
| dc.contributor.advisor | 堯里昂 | zh_TW |
| dc.contributor.advisor | Leon van Jaarsveldt | en |
| dc.contributor.author | Maria Ancukiewicz | zh_TW |
| dc.contributor.author | Maria Ancukiewicz | en |
| dc.date.accessioned | 2025-07-30T16:27:41Z | - |
| dc.date.available | 2025-07-31 | - |
| dc.date.copyright | 2025-07-30 | - |
| dc.date.issued | 2025 | - |
| dc.date.submitted | 2025-06-17 | - |
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EUR-Lex. Retrieved from https://eur-lex.europa.eu/eli/dir/2005/29/oj/eng European Parliament. (2024). Sustainable consumption and production. Available at https://www.europarl.europa.eu/factsheets/en/sheet/77/sustainable-consumption-and-production European Pet Food Industry Federation. (2024). Annual Report. Retrieved from https://europeanpetfood.org/about/annual-report/ Eurostat. (n.d.). Statistics Explained. European Commission. Retrieved from https://ec.europa.eu/eurostat/statistics-explained/index.php?title=Online_publications Gauthier, K. (2020). 20 Essential Oils that Relax and Calm Our Dogs. Retrieved from https://keepthetailwagging.com/20-essential-oils-that-relax-and-calm-our-dogs/ Global Expansion. (n.d.). Why expanding your business into Europe is a wise move. 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Air Freshener Market Size, Share, Trends, and Forecast by Product Type, Application, Distribution Channel, and Region, 2025-2033. Retrieved from https://www.imarcgroup.com/air-freshener-market Kantar. (2024). Leading vitamin brands in Germany in 2023, by number of consumers (in 1,000s) [Graph]. In Statista. Retrieved from https://www.statista.com/statistics/1446116/leading-vitamin-brands-by-number-consumers-germany/ Keller, K. L. (2001). Building Customer-Based Brand Equity: A Blueprint for Creating Strong Brands. Marketing Science Institute. LangBay. (n.d.). Understanding the Polish consumer: New trends in Poland. LangBay. Retrieved from https://langbay.eu/en/understanding-the-polish-consumer-new-trends-in-poland/ Legislation.gov.uk. (2005). The General Product Safety Regulations 2005. Retrieved from https://www.legislation.gov.uk/uksi/2005/1803/contents Legislation.gov.uk. (2008). The Consumer Protection from Unfair Trading Regulations 2008. 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| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/98240 | - |
| dc.description.abstract | This thesis develops a comprehensive market entry strategy for Qure, a premium cold-air diffusion fragrance brand under Aromate Industries, targeting its expansion into Europe. The study examines Qure’s product innovation, differentiators, and current market presence, while analyzing six key European countries to select the optimal entry point.
Through a detailed PESTLE analysis, Porter’s Five Forces evaluation, SWOT assessment, and market research on consumer trends, Germany emerges as the most suitable country for Qure’s initial European expansion. Germany’s large market size, high purchasing power, strong demand for wellness products, and cultural acceptance of natural and herbal remedies create an ideal environment for Qure's premium, functional air care solutions. Additionally, the growing trend toward alternative air fresheners — beyond traditional sprays and candles — aligns well with Qure’s cold-air diffusion technology. The brand’s functional positioning aligns well with German consumers' pragmatic desire for products delivering tangible wellness benefits. The recommended strategy includes premium-accessible pricing, with a starter kit priced at €49.99 (including two pods). Collaboration with a reputable German partner like Tetesept is advised to support regulatory compliance and enhance market credibility. A hybrid distribution approach (e-commerce and selective premium retail) and an education-driven marketing campaign are key to building consumer awareness and trust. The thesis also outlines a basic financial projection, identifies major risks including regulatory challenges and market education needs, and proposes an exit strategy. | zh_TW |
| dc.description.abstract | This thesis develops a comprehensive market entry strategy for Qure, a premium cold-air diffusion fragrance brand under Aromate Industries, targeting its expansion into Europe. The study examines Qure’s product innovation, differentiators, and current market presence, while analyzing six key European countries to select the optimal entry point.
Through a detailed PESTLE analysis, Porter’s Five Forces evaluation, SWOT assessment, and market research on consumer trends, Germany emerges as the most suitable country for Qure’s initial European expansion. Germany’s large market size, high purchasing power, strong demand for wellness products, and cultural acceptance of natural and herbal remedies create an ideal environment for Qure's premium, functional air care solutions. Additionally, the growing trend toward alternative air fresheners — beyond traditional sprays and candles — aligns well with Qure’s cold-air diffusion technology. The brand’s functional positioning aligns well with German consumers' pragmatic desire for products delivering tangible wellness benefits. The recommended strategy includes premium-accessible pricing, with a starter kit priced at €49.99 (including two pods). Collaboration with a reputable German partner like Tetesept is advised to support regulatory compliance and enhance market credibility. A hybrid distribution approach (e-commerce and selective premium retail) and an education-driven marketing campaign are key to building consumer awareness and trust. The thesis also outlines a basic financial projection, identifies major risks including regulatory challenges and market education needs, and proposes an exit strategy. | en |
| dc.description.provenance | Submitted by admin ntu (admin@lib.ntu.edu.tw) on 2025-07-30T16:27:41Z No. of bitstreams: 0 | en |
| dc.description.provenance | Made available in DSpace on 2025-07-30T16:27:41Z (GMT). No. of bitstreams: 0 | en |
| dc.description.tableofcontents | Table of contents
Executive Summary i Table of contents ii 1. Introduction to the Business and Market Expansion 1 1.1 Business Overview & Product Introduction 1 1.1.1 Introduction to Aromate 1 1.1.2 Introduction to Qure 2 1.1.3 Unique Selling Points of Qure Compared to Traditional Air Fresheners 3 1.1.4 Qure’s Market Presence and Positioning 4 1.2 Market Expansion Opportunity: Why Europe? 4 1.2.1 Overview of European Economic Landscape 4 1.2.2 Overview of the European air care industry and growth trends 6 1.2.3 Consumer preferences in European Market 9 1.2.4 Strategic business rationale for expanding into Europe 14 1.3 Research Problem & Strategic Focus 15 1.4 Research Objectives 16 2. Background of Qure 17 2.1 The Origins of Qure: Innovation in Air Care 17 2.2 Qure’s Competitive Differentiation 18 2.3 Prior Market Successes & Consumer Adoption 19 3. Market Analysis and Assessment 21 3.1 Overview of the Selected Countries 21 3.2 Macro-Environmental Factors Shaping Market Entry: PESTLE Analysis of the Selected European Countries 22 3.2.1 Political factors 22 3.2.2 Economic Factors 24 3.2.3 Social Factors 29 3.2.4 Legal Factors 39 3.2.5 Environmental Factors 41 3.3 Competitive Landscape and Key Players in Each Country: Porter's Five Forces Analysis 44 3.3.1 Competitive Rivalry 44 3.3.2 Threat of New Entrants 59 3.3.3 Bargaining Power of Suppliers 60 3.3.4 Bargaining Power of Buyers 65 3.3.5 Threat of Substitutes 73 3.3.6 Summary of Porters Five Forces Analysis 77 3.4 SWOT Analysis for Each Country 78 3.5 Comparison and Ranking of Countries for Qure’s Market Entry 80 4. Market Research for Qure in Germany 82 4.1 Introduction 82 4.2 Consumer Preferences & Market Trends 82 4.2.1 Demand for Home Fragrance and Air Care Products 82 4.2.2 Consumer Profile and Buying Behavior 83 4.2.3 Health Consciousness & Herbal Remedies Trends 85 4.3 Competitive Landscape 87 4.3.1 Key Competitors in the German Market 87 4.3.2 Competitor Analysis 89 4.3.3 Market Gaps 90 4.4 Market Potential 91 5. Brand Positioning & Go-To-Market Strategy 93 5.1 Positioning in Germany 93 5.1.1 Brand Key Model 93 5.1.2 The Brand Resonance Pyramid 94 5.2 Marketing Mix Strategy (4Ps) for Market Entry 95 5.2.1 Product 95 5.2.2 Price 99 5.2.3 Place 102 5.2.4 Promotion 104 6. Conclusion and Recommendations 108 6.1 Summary of Key Findings 108 6.2 Strategic Recommendations 109 6.3 Financial Forecast and Revenue Potential 110 6.4 Risk Assessment 112 6.5 Exit Strategy 112 6.6 Scope and Limitations of the Study 113 6.7 Conclusion 114 References 116 | - |
| dc.language.iso | en | - |
| dc.subject | 品牌定位 | zh_TW |
| dc.subject | 消費者行為 | zh_TW |
| dc.subject | 歐洲空氣清新市場 | zh_TW |
| dc.subject | 空氣清新劑 | zh_TW |
| dc.subject | 居家擴香器 | zh_TW |
| dc.subject | 市場進入策略 | zh_TW |
| dc.subject | 行銷組合 | zh_TW |
| dc.subject | home diffuser | en |
| dc.subject | air freshener | en |
| dc.subject | European air care market | en |
| dc.subject | consumer behawior | en |
| dc.subject | brand positioning | en |
| dc.subject | marketing mix (4Ps) | en |
| dc.subject | market entry strategy | en |
| dc.title | QURE的歐洲市場進入戰略 | zh_TW |
| dc.title | QURE'S EUROPEAN MARKET ENTRY STRATEGY | en |
| dc.type | Thesis | - |
| dc.date.schoolyear | 113-2 | - |
| dc.description.degree | 碩士 | - |
| dc.contributor.oralexamcommittee | 鄭名道;陳淑芬 | zh_TW |
| dc.contributor.oralexamcommittee | Ming Daw Cheng;Shu Fen Chen | en |
| dc.subject.keyword | 市場進入策略,行銷組合,品牌定位,消費者行為,歐洲空氣清新市場,空氣清新劑,居家擴香器, | zh_TW |
| dc.subject.keyword | market entry strategy,marketing mix (4Ps),brand positioning,consumer behawior,European air care market,air freshener,home diffuser, | en |
| dc.relation.page | 123 | - |
| dc.identifier.doi | 10.6342/NTU202501090 | - |
| dc.rights.note | 同意授權(限校園內公開) | - |
| dc.date.accepted | 2025-06-17 | - |
| dc.contributor.author-college | 管理學院 | - |
| dc.contributor.author-dept | 企業管理碩士專班 | - |
| dc.date.embargo-lift | 2025-07-31 | - |
| 顯示於系所單位： | 管理學院企業管理專班(Global MBA) | |
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