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| 研究生： |
張斾欣 Chang, Philip |
|---|---|
| 論文名稱： |
台灣免稅市場威士忌銷售創業計畫 Whisky business in Taiwan duty free market |
| 指導教授： |
劉助
Liu, James |
| 學位類別： |
碩士
Master |
| 系所名稱： |
商學院 - 國際經營管理英語碩士學位學程(IMBA) International MBA Program College of Commerce(IMBA) |
| 論文出版年： | 2010 |
| 畢業學年度： | 98 |
| 語文別： | 英文 |
| 論文頁數： | 46 |
| 中文關鍵詞： | 台灣免稅市場威士忌 |
| 相關次數： | 點閱：132 下載：0 |
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台灣免稅市場威士忌銷售創業計畫
Whisky business in Taiwan duty free market
By
Philip Chang
Taiwan duty free whisky market total Scotland whisky consumption was 162K cases (Or 1.9M Bottles) in 2007, with 6% strong growth against 2006. Blended whisky has 68% share, estimated NTD3.8 billions market value; in contrast malt whisky has rest 32% share with estimate NTD3.9 billions market value. Total 2007 Taiwan DF Scotland whisky market value was NTD7.7 billions market value.
PNP will entry Taiwan duty free market as a first step to build its business by introducing new whisky brands to the market. PNP aims to grab 2% whisky market share (NTD154 million) in 6 yrs. PNP will then move to next step to enlarge its business into great China region (China and Hong Kong), and the third step will to expand its business into Asia Pacific region.
PNP is now found three potential new brands such as Balblair (Scotland distiller of the year 2008), Old Pulteney (Scotland’s most acclaimed independent bottler of single casks of rare malt whisky) and Port Charlotte ( New premium Islay whisky). PNP is now on the way to approach those three brands for dealership negotiation. Besides current three brands, PNP is also keep searching other potential brands to strengthen its product line.
1 Company description………………………………………………………1
1.1 What the company does……..………………………………………..1
1.2 Product line….………………………………………………………..2
1.3 Brand introduction…..………………………………………………..4
1.3.1 Old Pulteney…..……………………….………………………..4
1.3.2 Balblair…..…………………………………………..…………..6
1.3.3 Port Charllote…..…………………………..……..……………..8
2 Business model analysis……………………..………...…….……………..10
3 Market & competition analysis…………………….......…………………..11
3.1 Taiwan economy & airport passenger traffic………………………..11
3.2 Taiwan market..……………………….……………………………..15
3.3 Taiwan Duty Free Market..……………………….…………………17
3.4 Taiwan Duty Free Stops introduction………………………………..18
3.5 Leading competitor analysis..……………………….……………….22
3.6 Key competitor analysis..……………………….…………………...25
3.7 Consumer analysis…………………………………………………...27
4 Strategy & company’s position……………….…………………..………..28
4.1 Company position……………….………………………………..…..28
4.2 Sales strategy……………….……………………………….………...28
5 Management & organizational structure……………….…………………..29
6 Risk analysis……………….………………………………………...……..29
6.1 Partner background and finance……………….……….……………..29
6.2 Initial Capital……………….……………………………..…………..30
6.3 Cash flow……………….……………………………………………..30
6.4 Sales forecast…………………………………..….…………………..32
Exhibit 1. Malt Scotch – Duty Free Volume Sales by Country…………….34
Exhibit 2. Whisky – Duty Free Volume Sales by Country…………………35
Exhibit 3. Blended whisky price survey in May 2010……………………..36
Exhibit 4. Malt whisky price……………………………………………….37
Exhibit 5. Commission of each item……………………………………….38
Exhibit 6. First year sales forecast………………………………………….39
Exhibit 7. Three year sales forecast………………………………………..40
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