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

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