Entering New Segments:An Exploratory Study of Infant Formula Industry

• Main Authors: Hsing-yuan Lin, 林湘沅
• Other Authors: Meng-yen Lin
• Format: Others
• Language: zh-TW
• Published: 2000
• Online Access: http://ndltd.ncl.edu.tw/handle/32311874955921864821

碩士 === 國立臺灣科技大學 === 管理研究所 === 88 === Abstract Owing to the effects of the continually decreasing birth rate, the launch of “Breast Feeding Regulation” by the Department of Health (DOH), and the breast-feeding campaign by the International Breast Feeding Promotional Association, the infant formula market is evolving into its mature stage in Taiwan. Facing fierce competition, companies in the industry are trying all possible ways to enter unexplored segments. The purposes of the research are to explore issues related to entering new segments in infant formula market. Specific topics include the difficulties, limitations, and approaches for entering new segments. Qualitative method is adopted to collect data by interviewing managers in the industry, pediatricians (Ped), obstetricians (Obs), and mothers-to-be. The results are presented as follows： 1. Most companies are entering new segments to cope with the maturing of current markets.. 2. The difficulties for entering new segments include： hard-to-identified needs of new segments, the time consuming process for getting DOH''''s approval, as well as Ped and Obs''''s unwillingness to endorse new segmentst. 3. Many variables such as age, product function, channel, and price can be effectively used for finding new market segments. 4. Methods such as educating consumers, getting approval from DOH, and winning endorsements from Ped and Obs can be used to overcome the obstacles in penetrating new segments.