Title page for etd-0517114-125617


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URN etd-0517114-125617
Author Hui Kiong Yek
Author's Email Address No Public.
Statistics This thesis had been viewed 5108 times. Download 10 times.
Department Business Management
Year 2014
Semester 2
Degree Master
Type of Document
Language zh-TW.Big5 Chinese
Title The Effects of Macroenvironment and Sociocultural Factors on the Marketing Strategy of Retailers- A Case Study on A. S. Watson Pharmaceutical Stores in Malaysia and Taiwan.
Date of Defense 2014-06-17
Page Count 113
Keyword
  • Marketing strategy
  • Globalization
  • A. S. Watson
  • Macroenvironment
  • Abstract Due to the competitive industry, a lot of retailers have gone through globalization to extend their opportunity towards global market. However, during the exploitation of a new market in a different country, a company may faces a totally different macro-environment, for instance differences in political environment factor, socio-cultures factor, technology factor, legal factor and environment factor. In order to obtain the most benefits out of a stranger market, there is a need to plan out marketing strategies that correspond with the macro-environment. This study has proposed that, economic factors, cultural factors and demographic factors have significant effects on the consumer behaviors, thus retailer will plan out marketing strategy that correspond with the macro-environment factors. Furthermore, proper marketing strategies that suit the macro-environment can generate revenue for the retailer. This study was based on Taiwan and Malaysia A.S. Watson Pharmaceutical Store. Marketline’s PESTLE analysis was used to investigate the differences between macro-environment of Taiwan and Malaysia, while consumer surveys was carried out in the form of questionnaire to investigate the consumer behaviors differences between countries. The results of these two investigations were used to study the marketing strategies that were used by A. S. Watson Pharmaceutical Store of respective country. This study found that countries’ macro-environment has significant effects on consumer’s behaviors. In order to correspond with the macro-environment differences, A. S. Watson Pharmaceutical Store of respective country has taken a different approach on marketing strategy, for instance Taiwan Watson Pharmaceutical Store focused on the promotional activity, new stores opening in the city, introduction of new products and the development of e-commerce. While for Malaysia, the marketing approach is more towards the development of the brand image, store opening that focus on the consumer demographic and populations, as well as the improvements on purchasing environment. This study has showed that macro-environment plays an important factor in the globalization and marketing strategy of a retailer.
    Advisory Committee
  • Ping-Yang Liu - chair
  • Tsuang -Yi Kuo - co-chair
  • Tai-hwa Chow - advisor
  • Files
  • etd-0517114-125617.pdf
  • Indicate in-campus at 1 year and off-campus access at 5 year.
    Date of Submission 2014-06-17

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