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

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

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

University of Macau / Faculty of Business Administration / Department of Management and Marketing

published_or_final_version / Business Administration / Master / Master of Business Administration

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

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

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

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

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