A Case Study of Business Strategy in Cosmetic Industry in Taiwan

• Main Authors: Michelle Zenda Atmobawono, 葉蓮珍
• Other Authors: Day-Yang Liu
• Format: Others
• Language: en_US
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/54688449942659722041

碩士 === 國立臺灣科技大學 === 管理學院MBA === 104 === 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.