指導教授：葛明伊臺灣大學：企業管理碩士專班謝安來Truche, AlainAlainTruche2014-11-302018-06-292014-11-302018-06-292014http://ntur.lib.ntu.edu.tw//handle/246246/263760K’9 NatureHolic is a newly established Taiwanese company that sells a line of natural pet shampoo to provide a healthier alternative to conventional shampoos. The business plan explores in detail the pet products industry market as well as the pet shampoo market in specific. Factors that affect the industry and K’9 NatureHolic are discussed and a marketing strategy is formulated to fit the company’s current situation.Acknowledgement iii Abstract iv List of tables, figures, and exhibits vii 1.0 Executive Summary 1 2.0 Introduction 3 3.0 Market Analysis 7 3.1 Market definition, overview of shampoo, market size and trends 8 3.1.1 Market Definition 8 3.1.2 Overview of shampoo 9 3.1.3 Market Size and Segmentation 18 3.1.4 Consumer trends 26 3.2 Market Landscape in Taiwan 32 3.2.1 Consumer Survey 32 3.2.2 Competitive review 40 3.2.3 Actors in the industry 51 3.2.4 Industry Structure 52 4.0 Company Products and Strategy 60 4.1 Company and Products 60 4.2 Company Evaluation 64 4.2.1 Strengths 64 4.2.2 Weaknesses 65 4.2.3 Opportunities 68 4.2.4 Threats 69 4.2.5 Recommendations 70 4.3 Objectives and key challenges 71 4.3.1 First-Year Objectives 71 4.3.2 Second-Year Objectives 71 4.3.3 Key Challenges 71 4.4 Marketing Strategy 72 4.5 Action Programs 76 4.6 Organization Management 77 5.0 Financial Plans 79 5.1 Projected Income and Expenses 80 5.2 Break-Even Analysis 84 6.0 Conclusion 88 7.0 References 90 8.0 Appendix 941241684 bytesapplication/pdf論文公開時間：2014/03/08論文使用權限：同意有償授權(權利金給回饋學校)寵物洗毛精thesishttp://ntur.lib.ntu.edu.tw/bitstream/246246/263760/1/ntu-103-R00749037-1.pdf