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  • About
  • The Global ETD Search service is a free service for researchers to find electronic theses and dissertations. This service is provided by the Networked Digital Library of Theses and Dissertations.
    Our metadata is collected from universities around the world. If you manage a university/consortium/country archive and want to be added, details can be found on the NDLTD website.
11

Hong Kong Marketing plan and strategies for the Claude Montana watch brand.

January 1992 (has links)
by Chan Lung Anthony, Ho Shun-Wah Montgomery. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1992. / Includes bibliographical references. / TABLE OF CONTENTS --- p.i / CHAPTERS / Chapter I. --- INTRODUCTION --- p.1 / Chapter II. --- METHOD --- p.5 / Chapter III. --- MARKET PROFILE --- p.7 / Chapter IV. --- PRODUCT PROFILE --- p.12 / Chapter V. --- CUSTOMER PROFILE --- p.16 / Chapter VI. --- COMPANY PROFILE --- p.20 / Chapter VII. --- PRODUCT POSITIONING AND TARGET MARKET SELECTION --- p.22 / Chapter VIII. --- COMPANY'S MISSION AND GOALS --- p.27 / Chapter IX. --- MARKETING OBJECTIVES --- p.28 / Chapter X. --- PRODUCT OBJECTIVES AND STRATEGIES --- p.29 / Chapter XI. --- PRICE OBJECTIVES AND STRATEGIES --- p.33 / Chapter XII. --- PROMOTION OBJECTIVES AND STRATEGIES --- p.36 / Chapter XIII. --- SALES FORCE OBJECTIVES AND STRATEGIES --- p.40 / Chapter XIV. --- DISTRIBUTION OBJECTIVES AND STRATEGIES --- p.43 / Chapter XV. --- CONTROL --- p.47 / Chapter XVI. --- ADVERTISING PLAN --- p.48 / APPENDIX / Chapter 1. --- FINDINGS OF QUESTIONNAIRE ON TARGET GROUP --- p.53 / Chapter 2. --- QUESTIONNAIRE --- p.56 / Chapter 3. --- SUMMARY OF INTERVIEW WITH HENRY DUONG --- p.63 / Chapter 4. --- EFFECTIVE COMPARISON AMONG MEDIA --- p.64 / Chapter 5. --- EFFECTIVENESS COMPARISON AMONG NEWSPAPERS --- p.65 / Chapter 6. --- EFFECTIVENESS COMPARISON AMONG MEDIA PRODUCT --- p.66 / Chapter 7. --- SPECIALISED/VERTICAL PUBLICATION --- p.67 / Chapter 8. --- READERSHIP PROFILE --- p.68 / Chapter 9. --- FIELD SURVEY OF PRICES OF WATCHES IN HONG KONG --- p.71 / BIBLIOGAPHY --- p.72
12

A case study: the cordless access service marketing strategy for Hutchison Telecommunications.

January 1996 (has links)
by Ho Siu Ping Nerissa, Kwan Lai Yee. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1996. / Includes bibliographical references (leaf 139). / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.iv / LIST OF TABLES --- p.vii / Chapter / Chapter I. --- BACKGROUND --- p.1 / Personal Communication --- p.1 / CAS and Other Mobile / Wireless Service --- p.2 / Hutchison Telecommunications Ltd: A Bidder for / CAS License --- p.6 / Objectives of This Study --- p.9 / Chapter II. --- MACROENVIRONMENTAL ANALYSIS --- p.10 / Demographic --- p.10 / Working Population by Age --- p.10 / Students and Housewives --- p.12 / Household Size and Household Income --- p.13 / Economic --- p.14 / Increasing GDP Per Capita --- p.14 / The Growth of the Service Industry --- p.14 / Socio-cultural --- p.16 / Information Age --- p.16 / Increasing Social Activity of People --- p.17 / "Mobile Phone No Longer Serving as a Status Symbol, but a Basic Product" --- p.18 / Industry --- p.19 / Industry at a glance --- p.19 / The Local Situation --- p.20 / Local Market Analysis --- p.22 / Competition --- p.28 / Regulation --- p.30 / Technology --- p.35 / Technology Highlights --- p.35 / Mobile Phone Technologies --- p.40 / Future Technology Development --- p.44 / Chapter III. --- PRODUCT ANALYSIS --- p.47 / Product Definition --- p.47 / Product Comparisons --- p.48 / Product Strengths --- p.49 / Two-way Accessibility --- p.49 / Supports Some Mobility --- p.49 / Provide Higher Service Availability --- p.50 / Clear Voice Quality --- p.50 / Allows for a Handy Phone Handset --- p.51 / Low Power Consumption for Handset --- p.51 / Relatively Low Infrastructure Investment --- p.51 / Ease of Installation --- p.51 / Integration with Paging Service / Messaging Service --- p.52 / Better Security --- p.52 / Product Weaknesses --- p.53 / High Running Cost --- p.53 / Only Low Mobility --- p.54 / Confidence Problem Towards New Technology --- p.54 / Product Opportunities --- p.55 / Compete with Mobile Phones and CT-2 --- p.55 / "Compete as Secondary Fixed-wire Phones, with Enhanced Mobility" --- p.55 / Product Threats --- p.56 / Price War in the Cellular Market --- p.56 / High Rental Costs for Installation of Base Stations --- p.56 / Availability of Network Infrastructure --- p.57 / Chapter IV. --- COMPANY ANALYSIS --- p.59 / Strengths --- p.59 / Marketing and Technical Expertise in Wireless Telecommunications Services --- p.59 / Strong Financial Background --- p.61 / Ride on Existing Corporate Infrastructure --- p.62 / Comprehensive Product Range --- p.65 / Weaknesses --- p.67 / Little Product Innovation --- p.67 / Integration of Different Business Units --- p.67 / Lack of Fixed Network Infrastructure --- p.68 / Opportunities --- p.69 / Economies of Scale --- p.69 / Preserve its Positions in the Market --- p.69 / Threats --- p.72 / Price Competition From Mobile Phone Market / Competition from PCN --- p.72 / A Number of Competitors in the Market --- p.72 / Chapter V. --- MARKET SURVEY --- p.74 / Market Survey Objective --- p.74 / Methodology --- p.75 / The Target Population --- p.75 / Data Collection --- p.75 / Questionnaire Design --- p.76 / Data Analysis --- p.77 / Results and Findings --- p.79 / Existing Service Usage --- p.80 / Reasons not Using Mobile Phones Now --- p.81 / Functions Perceived for Mobile Phone Usage --- p.81 / Second Home Telephone Line --- p.82 / Having Mobile Home Telephone --- p.83 / Consideration for Subscribing to the Mobile Phone Service --- p.83 / Rating of Phone Services --- p.84 / Rating of Handset Characteristics --- p.85 / Usage Pattern --- p.86 / Pricing Scheme --- p.88 / Maximum Charge for Phone Service and Handset --- p.89 / Company Selection --- p.91 / Information Source --- p.92 / Distribution Channel --- p.92 / Chapter VI. --- MARKETING STRATEGY --- p.93 / Product Strategy --- p.94 / Product Concepts --- p.94 / The Phone Services --- p.96 / Handset Characteristics --- p.98 / After-Sales Services --- p.99 / Supplier's Concern --- p.99 / Pricing Strategy --- p.101 / Pricing Objective and Strategy --- p.101 / Price Setting --- p.103 / Price of Close Substitute --- p.104 / Promotional Strategy --- p.108 / Target Audience --- p.108 / Message Appeal --- p.108 / Promotional Program --- p.109 / Distribution Strategy --- p.112 / Utilize Extensive Retail Outlet --- p.112 / Use of Direct Sales Team for Approaching the Employees of Large Corporation --- p.112 / Road Shows --- p.113 / Chapter VII. --- LIMITATIONS AND FURTHER STUDIES --- p.114 / APPENDICES --- p.118 / BIBLIOGRAPHY --- p.139
13

Marketing Chinese products in Hong Kong: a case study of Mr. Kon Beverages.

January 2002 (has links)
by See Yat Fung, Linus, Wong Ming Fung. / Thesis (M.B.A.)--Chinese University of Hong Kong, 2002. / Includes bibliographical references (leaves 100-105). / Questionnaire also in Chinese. / ABSTRACT --- p.ii / ACKNOWLEDGEMENTS --- p.v / TABLE OF CONTENTS --- p.vi / LIST OF TABLES AND FIGURES --- p.viii / Chapter / Chapter I. --- INTRODUCTION --- p.1 / Chapter II. --- METHODOLOGY --- p.3 / Primary Research --- p.3 / Exploratory Study --- p.3 / Questionnaire --- p.3 / Sampling Procedures --- p.5 / Data Collection Period --- p.5 / Sensory Evaluation --- p.5 / Field Study --- p.6 / Telephone Interview --- p.6 / Secondary Research --- p.7 / Literature Reviews --- p.7 / News Reviews --- p.7 / Data Analysis --- p.8 / Recoding --- p.8 / Scores Construction --- p.9 / Statistical Tests --- p.9 / Limitations --- p.9 / Chapter III. --- COMPANY / BRAND OVERVIEW --- p.11 / Company Background --- p.11 / History --- p.11 / Financial Performance --- p.13 / Product Overview --- p.14 / Lines of Products --- p.14 / Sales Performance --- p.17 / Mr. Kon in China --- p.18 / Market Environment --- p.19 / Competitive Landscape --- p.20 / Marketing Strategies --- p.22 / Distribution --- p.23 / Promotion --- p.24 / Key Success Factors --- p.27 / International Expansion --- p.30 / Entering Hong Kong --- p.31 / Marketing Strategies --- p.33 / Chapter IV --- DATA ANALYSIS --- p.36 / Sample Size Analysis of the Results of the Questionnaire --- p.36 / Demographics --- p.36 / Consumption Patterns --- p.37 / Preference of Different Types of Packaging --- p.39 / Ideal Size for Ready-to-drink Tea --- p.40 / Preference of Distribution Channel --- p.41 / Preference of Product of Origin --- p.42 / Purchasing Behavior --- p.43 / Respondents' Attitudes Towards Ready-to-drink Tea --- p.44 / Aided Brand and Product Awareness --- p.46 / Product Trial Rates --- p.47 / Aided Celebrity Awareness --- p.48 / Celebrity Awareness vs. Product Awareness --- p.49 / Respondents' Attitudes Towards Mr. Kon Beverages --- p.51 / Analysis of the Results of the Sensory Evaluation --- p.54 / Differences in Tastes among Brands --- p.54 / Preferences in Tastes among Brands --- p.56 / Chapter V. --- RECOMMENDATIONS --- p.58 / Target Segment --- p.58 / Brand Image --- p.59 / Products --- p.59 / Taste --- p.60 / Packaging --- p.61 / Price --- p.62 / Place --- p.63 / Promotion --- p.65 / Communication --- p.67 / Chapter VI. --- CONCLUSION --- p.69 / Chapter VII. --- APPENDICES --- p.71 / Chapter VIII. --- BIBLIOGRAPHY --- p.100
14

Pneumatic products in China : a case study

Xu, Ning January 2001 (has links)
University of Macau / Faculty of Business Administration / Department of Management and Marketing
15

A case study of PC industry strategic alliance

Yeung, Chung-yun., 楊鐘仁. January 1995 (has links)
published_or_final_version / Business Administration / Master / Master of Business Administration
16

Strategic marketing planning of the pharmaceutical industry in the People's Republic of China.

January 1993 (has links)
by Ma Pui Yin, Flora. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1993. / Includes bibliographical references (leaf 62). / Chapter I. --- INTRODUCTION / The Company Background --- p.1 / The Appeal of PRC --- p.3 / Scope and Objectives --- p.5 / Structure of the Paper --- p.5 / Chapter II. --- METHODOLOGY / Michael Porter's Model --- p.7 / Evaluation of Porter's Model --- p.8 / Lessons from Case Studies --- p.14 / Chapter III. --- INDUSTRY ANALYSIS / Intensity of Rivalry Among Existing Competitors --- p.15 / Threat of New Entrants --- p.21 / Threat of Substitutes --- p.32 / Bargaining Power of Buyers --- p.33 / Bargaining Power of Suppliers --- p.35 / Summary --- p.35 / Chapter IV. --- COMPETITIVE STRATEGY / Entry Strategy --- p.38 / Portfolio Strategy --- p.41 / Targeting Strategy --- p.44 / Alliance Strategy --- p.46 / Chapter V. --- CONCLUSION --- p.49 / APPENDIX --- p.53 / REFERENCES --- p.62
17

Marketing image management for a local paging company: its design, measurement and implementation.

January 1992 (has links)
Yu Yat-Wah. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1992. / Includes bibliographical references. / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.iii / LIST OF TABLES --- p.v / LIST OF FIGURES --- p.vi / ACKNOWLEDGEMENTS --- p.vii / CHAPTER / Chapter 1. --- INTRODUCTION --- p.1 / Chapter 2. --- MARKETING IMAGE STUDY FOR TELECOM PAGING LIMITED --- p.3 / Market Situation of the Paging Industry --- p.3 / Marketing Strategy --- p.6 / The Target Company - Telecom Paging Ltd --- p.11 / Research Objective --- p.12 / Chapter 3. --- LITERATURE REVIEW --- p.13 / Chapter 4. --- RESEARCH METHODOLOGY --- p.19 / Exploratory Study --- p.19 / Descriptive Research --- p.20 / Chapter 5. --- LIMITATIONS --- p.24 / Chapter 6. --- RESULTS --- p.26 / Demographic Characteristics of the Respondents --- p.26 / Media Through Which Respondents Became Aware of Telecom Paging and New World Paging --- p.29 / Top of Mind Paging Companies --- p.31 / Mean Score of Each Attribute --- p.32 / Mean Importance of Each Attribute --- p.35 / Chapter 7. --- IMAGE GAP ANALYSIS --- p.37 / Telecom's Image versus New World's Image --- p.40 / Actual Image versus Perceived Image --- p.44 / Chapter 8. --- RECOMMENDED MARKETING STRATEGY FOR TELECOM PAGING LIMITED --- p.49 / Chapter 9. --- CONCLUSION --- p.56 / BIBLIOGRAPHY --- p.58 / APPENDICES --- p.60
18

Marketing strategies for a new clinical diagnostic product.

January 1988 (has links)
by Chan Wai Man. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1988. / Includes bibliographical references.
19

Marketing wine in Hong Kong: a case study of Remy China & HK Ltd.

January 1996 (has links)
by Kong Kan, Karen. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1996. / Includes bibliographical references (leaves 81-82). / EXECUTIVE SUMMARY --- p.i / TABLE OF CONTENTS --- p.iii / LIST OF TABLES --- p.v / ACKNOWLEDGMENT --- p.vi / CHAPTER / Chapter I. --- INTRODUCTION --- p.1 / "Marketing Difficulties Start with Chinese Misunderstanding of the Word ""Wine´ح" / Scope of Study --- p.3 / Decision Problem --- p.3 / Research Objectives --- p.3 / Methodology --- p.5 / Research Design --- p.5 / Data Collection Method --- p.7 / Limitations --- p.10 / Chapter II. --- EVALUATING THE MARKET OPPORTUNITY --- p.13 / Environmental Analysis --- p.13 / Macroenvironment --- p.13 / Microenvironment --- p.15 / Company Profile --- p.17 / Competition Profile --- p.19 / Market Share Competition --- p.19 / Fine Wine Segment competition --- p.20 / Regular Wine Segment competition --- p.21 / Consumer Profile --- p.22 / On-premise Sales --- p.22 / Off-premise Sales --- p.22 / Market Potential of Remy Wine Division --- p.22 / Summary of Chapter II --- p.26 / Chapter III. --- THE TARGET MARKET --- p.27 / "Alternative 1: General public as target market, including supermarkets as outlets" --- p.28 / "Alternative 2: General public as target market, maintaining the 4existing retail outlets" --- p.29 / Alternative 3: Middle to high income group as target market maintaining the 4 existing retail outlets --- p.29 / "Alternative 4: Middle to high income group as target market, including supermarkets as outlets" --- p.30 / Best Alternative Justification --- p.30 / Target Market Description --- p.32 / Chapter IV. --- STRATEGY FORMULATION --- p.34 / Marketing Strategies for Young Adults --- p.34 / Product and Price Strategy --- p.34 / Distribution Strategy --- p.38 / Promotional Strategy --- p.39 / Marketing Strategies for Mature Adults --- p.42 / Product and Price Strategy --- p.42 / Distribution Strategy --- p.44 / Promotional Strategy --- p.45 / Marketing Strategies for Mature Market --- p.48 / Product and Price Strategy --- p.49 / Distribution Strategy --- p.49 / Promotional Strategy --- p.49 / Chapter V. --- TIMING AND BUDGETING --- p.51 / Chapter VI. --- CONCLUSIONS --- p.55 / EXHIBITS --- p.57 / BIBLIOGRAPHY --- p.79
20

A new player in the color cosmetic industry in Hong Kong--: make-up art cosmetics (M.A.C.).

January 1996 (has links)
by Lam Lai-Ming, Tai King-Chi. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1996. / Includes bibliographical references (leaves [35-36]). / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.iii / ACKNOWLEDGMENTS --- p.v / Chapter I. --- INTRODUCTION --- p.1 / Overview of the Project --- p.1 / Industry Background --- p.1 / Customer --- p.2 / Objectives --- p.3 / Scope of Study --- p.3 / Definition of Terms --- p.5 / Organization of the Project --- p.6 / Summary --- p.6 / Chapter II. --- METHODOLOGY --- p.8 / Research Design --- p.8 / Exploratory Research --- p.8 / Literature Review --- p.9 / Company Interview --- p.9 / Observation --- p.9 / Descriptive Research --- p.10 / Field Work --- p.10 / Sampling --- p.10 / Questionnaire Design --- p.11 / Summary --- p.11 / Chapter III. --- COMPANY BACKGROUND --- p.13 / Setting the Foundation --- p.13 / Business Philosophies and Social Responsibility --- p.14 / Business Development --- p.16 / Marketing Objective of Setting the Hong Kong Counter --- p.17 / Summary --- p.18 / Chapter IV. --- THE ENVIRONMENT --- p.19 / Market and Competitors --- p.19 / Target Group --- p.20 / Summary --- p.21 / Chapter V. --- THE CURRENT MARKETING STRATEGIES --- p.22 / Product Strategy --- p.22 / Price Strategy --- p.23 / Communication Strategy --- p.24 / Endorsement of Celebrities --- p.24 / Services and Salesforce Strategy --- p.25 / Distribution Strategy --- p.26 / Summary --- p.27 / Chapter VI. --- DATA ANALYSIS AND INTERPRETATION --- p.28 / Interviewee Profile --- p.28 / About Color Cosmetic Users in General --- p.29 / Buyer Behavior and Brand Loyalty --- p.29 / Awareness Level Among Different Brands --- p.33 / About Those Who Know MAC --- p.35 / MAC Visitors --- p.35 / MAC Purchasers --- p.36 / Information Channels --- p.37 / Intention to Buy --- p.38 / Impression on MAC --- p.39 / Summary --- p.41 / Chapter VII. --- IMPLICATION OF FINDINGS --- p.43 / Low Loyalty --- p.43 / """Word-of-mouth""" --- p.43 / Criteria in Selecting the Shop and Making Purchase --- p.44 / Importance of Point of Purchase Material and Salesperson --- p.44 / Success Factors of MAC --- p.45 / Weaknesses of MAC --- p.45 / Conclusion --- p.46 / Chapter VIII. --- RECOMMENDATIONS --- p.47 / Product Strategy --- p.47 / Price Strategy --- p.49 / Communication Strategy --- p.49 / Services and Salesforce Strategy --- p.51 / Distribution Strategy --- p.51 / Summary --- p.52 / Chapter IX. --- LIMITATIONS --- p.54 / APPENDIX / BIBLIOGRAPHY

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