The Marketing Strategy of The ETUDE HOUSE Cosmetic in Taiwan
| Autor: | Tsung-hua Tsai, 蔡宗樺 |
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| Rok vydání: | 2013 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 101 The development of cosmetic market in Taiwan reflects the growth of Taiwan economy in past decades. As cosmetics were luxury goods, and represented high social and economic position before, putting on makeup is not only a respectful gesture but also shows a person’s sense of fashion nowadays. After years of development, it has become a high competitive market. ETUDE HOUSE is one of brands under Amore Pacific Corporation, which is a Korea-based company for beauty and skincare products. It aggressively developed several known brands in the international market. ETUDE HOUSE was brought to Taiwan in 2010, and earned an important position in the market with its unique product style and active strategy. Korean cosmetic market in Taiwan grows rapidly as Koreaphile phenomenon occurs. It expands the market, and brings variety to it. This case study is focus on ETUDE HOUSE’s development and further to analyze it’s marketing strategy and strategic planning. Through analyzing its internal and external environment, the developing strategies can be sum up to four approaches below. 1.To increase its public exposure and fame by having famous people to be the speaker of the brand, and by cross-industry alliance. 2.To develop substitute distribution channels to cover insufficient of direct stores. 3.To plan marketing strategies according to analysis of member information. 4.To create a robust HR system which help company to employ, to train and to keep talented personnel. ETUDE HOUSE applies segmented marketing and targets its market on population age between 15 to 24, and 25 to 34. It also sees “romantical dream achiever” and “fair-price-with-vogue seeker” as its market position. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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