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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.
1

Marketing strategies for American no.1 Herbal shampoo in the Hong Kong shampoo market.

January 1991 (has links)
by Chow Chi-Hung, Timothy, Yee Kit-Leung, Stephen. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1991. / Includes bibliographical references (leaves 164-166). / abstract --- p.ii / table of contents --- p.iv / LIST OF TABLES --- p.vii / LIST OF EXHIBITS --- p.vii / acknowledgements --- p.x / CHAPTER / Chapter 1. --- introduction --- p.1 / Background --- p.1 / Organization of the Study --- p.3 / Objective of the Study --- p.4 / Scope of the Study --- p.5 / Contribution of the Study --- p.6 / Chapter Summary --- p.6 / Chapter 2. --- METHODOLOGY --- p.7 / Project Methodology --- p.7 / Customer Survey Design --- p.10 / Customer Survey Questionnaire --- p.12 / Focus Group Interview Design --- p.15 / Focus Group Questionnaire --- p.17 / Chapter Summary --- p.21 / Chapter 3. --- SITUATIONAL ANALYSIS --- p.22 / Company Profile --- p.22 / Product Profile --- p.29 / Competitive Profile --- p.33 / Customer Profile --- p.36 / Chapter Summary --- p.38 / Chapter 4. --- CUSTOMER SURVEY RESULTS --- p.39 / Customer Survey Findings --- p.39 / Chapter Summary --- p.45 / Chapter 5. --- FOCUS GROUP INTERVIEW RESULTS --- p.46 / Quantitative Results --- p.46 / Qualitative Results --- p.48 / Chapter Summary --- p.52 / Chapter 6. --- DISTRIBUTION CHANNEL STUDY --- p.53 / SKUs in Watson's and Manning --- p.53 / Salesman Study --- p.55 / Chapter Summary --- p.56 / Chapter 7. --- SWOT ANALYSIS --- p.57 / Strengths --- p.58 / Weaknesses --- p.60 / Opportunities --- p.63 / Threats --- p.68 / Chapter Summary --- p.70 / Chapter 8. --- GENERIC STRATEGIES --- p.71 / Product --- p.71 / 2-in-1 Shampoo --- p.72 / Hairspray Conditioner --- p.74 / Style Aid Products --- p.75 / Chapter Summary --- p.77 / Chapter 9. --- MARKETING PLAN --- p.78 / Market Segmentation --- p.79 / Target Market --- p.80 / Product Positioning --- p.82 / Marketing Objectives --- p.84 / Marketing Strategies --- p.85 / Product --- p.85 / Pricing --- p.90 / Place --- p.95 / Promotion --- p.97 / Sales Force --- p.101 / Chapter Summary --- p.105 / Chapter 10. --- FINANCIAL FORECAST --- p.106 / Projected Income Statement of American No. 1 Herbal Shampoo --- p.107 / Explanation and Assumption --- p.108 / Chapter Summary --- p.113 / Chapter 11. --- CONCLUSION --- p.114 / Learning Experience --- p.114 / Applications of Learning Experience --- p.116 / Chapter Summary --- p.117 / EXHIBITS --- p.118 / BIBLIOGRAPHY --- p.165 / END OF REPORT --- p.167
2

Benefit segmentation of Hong Kong's shampoo market.

January 1997 (has links)
by Ching Pui Hang. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1997. / Includes bibliographical references (leaves 77-78). / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.iv / PREFACE AND ACKNOWLEDGMENT --- p.vi / Chapter / Chapter I. --- INTRODUCTION --- p.1 / Market Segmentation --- p.1 / Background of the Shampoo Market --- p.3 / Chapter II. --- DECISION PROBLEM --- p.6 / Chapter III. --- RESEARCH PROBLEM --- p.7 / Chapter IV. --- EXPLORATORY RESEARCH --- p.8 / Literature Review --- p.8 / Observation --- p.9 / In-depth Interviews --- p.9 / Focus Group Interviews --- p.9 / Chapter V. --- DESCRIPTIVE RESEARCH --- p.11 / Questionnaire Development --- p.11 / Pilot Testing --- p.12 / Sample Design --- p.12 / Target Respondents --- p.13 / Sampling Plan --- p.13 / Sample Size --- p.14 / Data Collection --- p.15 / Method of Administration --- p.15 / Response Rate --- p.15 / Chapter VI. --- DATA ANALYSIS AND RESULTS --- p.17 / Editing --- p.17 / Coding --- p.18 / Frequency --- p.18 / Factor Analysis --- p.20 / Cluster Analysis --- p.21 / Cross-tabulation --- p.22 / Chapter VII. --- LIMITATIONS --- p.24 / Research Design --- p.24 / Data Collection --- p.25 / Analysis --- p.26 / Chapter VIII. --- RECOMMENDATIONS --- p.28 / Market Environment --- p.28 / Wella Balsam --- p.30 / Marketing Objectives --- p.31 / Target Segment --- p.31 / Positioning --- p.32 / Marketing Implications --- p.33 / Product --- p.33 / Price --- p.35 / Distribution --- p.36 / Promotion --- p.37 / Evaluation Plans --- p.39 / Chapter IX. --- CONCLUSION AND FUTURE WORK --- p.41 / APPENDIX --- p.43 / BIBLIOGRAPHY --- p.77

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