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

Description

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

Links & Downloads

1. cuhk:318667
2. http://library.cuhk.edu.hk/record=b5888628
3. http://repository.lib.cuhk.edu.hk/en/item/cuhk-318667

Tags

Shampoos--Marketing

Shampoos--China--Hong Kong--Marketing

Additional Fields

Identifer	oai:union.ndltd.org:cuhk.edu.hk/oai:cuhk-dr:cuhk_318667
Date	January 1991
Contributors	Chow, Chi-Hung Timothy., Yee, Kit-Leung Stephen., Chinese University of Hong Kong Graduate School. Division of Business Administration.
Publisher	Chinese University of Hong Kong
Source Sets	The Chinese University of Hong Kong
Language	English
Detected Language	English
Type	Text, bibliography
Format	print, x, 117, [49] leaves : ill. (some mounted col.) ; 30 cm.
Coverage	China, Hong Kong
Rights	Use of this resource is governed by the terms and conditions of the Creative Commons “Attribution-NonCommercial-NoDerivatives 4.0 International” License (http://creativecommons.org/licenses/by-nc-nd/4.0/)