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研究生： POWEN LEE
Lee, Po-Wen
論文名稱： ACV in Taiwan. What’s Next? A Review of ACV’s strategies and future in Taiwan.
ACV in Taiwan. What’s Next? A Review of ACV’s strategies and future in Taiwan.
指導教授： 沈永正
Shen, Yung-Cheng
學位類別： 碩士
Master
系所名稱： 國際企業管理雙碩士學位學程(NTNU-USC DIMBA)
Double Degree Program for International Master of Business Administration
論文出版年： 2017
畢業學年度： 105
語文別： 英文
論文頁數： 27
中文關鍵詞： Cosmetics 、Pharmaceutical 、ACV
英文關鍵詞： Pharmaceutical, ACV, Cosmetics
DOI URL： https://doi.org/10.6345/NTNU202203073
論文種類： 學術論文
相關次數： 點閱：101  下載：0 
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    • 無中文摘要

    A proud family-owned dermatological pharmaceutical company started in Auckland, New Zealand in 1950, ACV Healthcare began its global invasion in the 1990s. After successful landing in the Middle East after the gulf war, ACV turned its attention to the (South) East Asia countries, Hong Kong, Singapore, Malaysia and Taiwan. More than a decade after investing in the region, Taiwan remains as one of ACV’s biggest headache in Asia. Not only did it experience a series of setbacks including mediocre performances, parting ways with its long-term distributor, and its country manager recently, ACV also faces transformation from a more medical channel focus strategy to consumer channels focus. This paper highlights some of the difficulties ACV faces in the marketplace in the past five years and ACV’s strategies in terms of pricing, channel and HR.

    TABLE OF CONTENTS ABSTRACT...I TABLE OF CONTENT...II ACV IN TAIWAN. WHAT’S NEXT?...1 WHO’S ACV?...1 ACV’S GLOBAL INVASION...2 NEW ZEALAND & AUSTRALIA...2 EUROPE...3 THE MIDDLE EAST...3 THE CHINESE PUZZLE...4 TAIWAN, THE PROBLEM CHILD...5 ACV TAIWAN- MOVING ON BEYONG 2017...9 INDUSTRY BACKGROUND...9 4PS...10 TROUBLES AT WORK...13 PMF...14 R&D...15 OPERATION SUPPORT...16 CONFLICTS BETWEEN TEAMS / CHANNELS...17 GLOBAL PRICING...17 THE MILLION DOLLAR QUESTION WHAT’S NEXT?...18 REFERENCES...20 EXIHIBITS...21 Exhibit 1 – 2016 Sales Result (New Zealand + Australia)...21 Exhibit 2 – Chemist Warehouse, one of the biggest client for ACV...21 Exhibit 3 – ACV’s Global Invasion timeline...22 Exhibit 4 – ACV Taiwan Organization Chart, 2012...23 Exhibit 5 – Achievement and Target, ACV Taiwan...23 Exhibit 6 – Brand portfolio, ACV Taiwan...24 Exhibit 7 – Pricing Strategy Matrix, ACV Taiwan...24 Exhibit 8 – ACV Taiwan Organization Chart, 2017...25 Exhibit 9 – SWOT Analysis, ACV Taiwan...26 Exhibit 10 – Competitor Analysis...26 Exhibit 11 – P&L Statement, ethical team, ACV Taiwan...27

    References
    Euromonitor. (2016). Beauty and Personal Care in Taiwan. Euromonitor.
    Lin, J. (2017, 7 17). Ex-Country Manager, ACV Taiwan. (P. Lee, Interviewer)
    Liu, J. (2017, 7 17). ex-Marketing Manager, ACV Taiwan. (P. Lee, Interviewer)

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