研究生: |
葉蓮珍 Michelle - Zenda Atmobawono |
---|---|
論文名稱: |
A Case Study of Business Strategy in Cosmetic Industry in Taiwan A Case Study of Business Strategy in Cosmetic Industry in Taiwan |
指導教授: |
劉代洋
Day-Yang Liu |
口試委員: |
Jang Woan Yuh
Woan-Yuh Jang Tsang Seng Su Seng-Su Tsang |
學位類別: |
碩士 Master |
系所名稱: |
管理學院 - 管理學院MBA School of Management International (MBA) |
論文出版年: | 2016 |
畢業學年度: | 104 |
語文別: | 英文 |
論文頁數: | 53 |
中文關鍵詞: | cosmetic industry 、Taiwan cosmetic brand 、TCY cosmetics 、business strategy |
外文關鍵詞: | cosmetic industry, Taiwan cosmetic brand, TCY cosmetics, business strategy |
相關次數: | 點閱:266 下載:0 |
分享至: |
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ABSTRACT
Taiwan is a mature and competitive market for cosmetic products. However, Taiwan cosmetic market has always been dominated by multinational brands. TCY group is Taiwan-based cosmetic company who provides several cosmetic brands such as Starsuki (color cosmetic) and Polynia (face mask). This thesis is aimed to disclose TCY’s business strategies and plans to maintain, expand its business in cosmetic industry.
TCY uses Focused Differentiation Strategy in managing its business as TCY has focus on niche target market, working women class. Besides, the company also applying Diversification Strategy even though still roots on the same target customer. TCY is currently expanding its business to Mainland China and Southeast Asian countries.
ABSTRACT
Taiwan is a mature and competitive market for cosmetic products. However, Taiwan cosmetic market has always been dominated by multinational brands. TCY group is Taiwan-based cosmetic company who provides several cosmetic brands such as Starsuki (color cosmetic) and Polynia (face mask). This thesis is aimed to disclose TCY’s business strategies and plans to maintain, expand its business in cosmetic industry.
TCY uses Focused Differentiation Strategy in managing its business as TCY has focus on niche target market, working women class. Besides, the company also applying Diversification Strategy even though still roots on the same target customer. TCY is currently expanding its business to Mainland China and Southeast Asian countries.
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