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研究生： 卡紗迪
Charlotte Cambriel
論文名稱： 法國芙蓉花自動販賣機
Flower Kiosks Implementation
指導教授： 張大為
Chang, David
口試委員: 陳春龍
Chen, Samuel
林月雲
Lin, Carol
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： 2020
畢業學年度： 108
語文別： 英文
論文頁數： 71
中文關鍵詞： 合夥 、花卉銷售 、自動販賣機 、便利 、使大眾化
外文關鍵詞： partnership, flower sales, vending machine, convenient, democratise
DOI URL： http://doi.org/10.6814/NCCU202000788
相關次數： 點閱：58  下載：0 
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    • Le Kiosque d’Hibiscus is a project born in partnership with Hibiscus, a French flower brand. Our company goal is to simplify the flowers buying process. To do so, we will initiate flower sales in vending machine first in Nantes area, and then nationally. In the following business plan, we defined the vending machine as a ‘kiosk’. The concept is simple: people can pick flowers or potted plants whenever they want in our kiosk. We want to sell dream as much as we want the kiosk to be convenient for our future customers. “Emotions & Beauty at every corner!”
    Our company is entering a niche. The main challenge will be to democratise the purchase of flowers in a vending machine. Thus, we should make a huge focus on promotion, its brand identity. The led market study proved that there is a need. The kiosk should be implemented in different strategical locations such as Railway stations, Hospital, Shops’ parking. The project is mainly targeting students, working people who are too busy to shop the day. (18-60 years old)
    The logistic of our business is simple: we order flowers bouquets and plants from Hibiscus. Hibiscus delivers the flowers to the kiosk. During this time, we can focus on the promotion and the business development. The kiosks will be opened step-by-steps to reduce the risk and impact of failure.
    Finally, the capital needed to launch the project is below 20,000 €. Hibiscus, the parent company, will support the launching cost. Moreover, the financial study showed our project should be quickly profitable. (Year 2)

    1. Project Overview 1
    1.1 Our Company 1
    1.1.1. Project Origin 1
    1.1.2. General Company Description 2
    1.2. Hibiscus, Parent Company 3
    1.2.1. General Overview 3
    1.2.2. Brand Identity 5
    1.2.3. Development Approach 5
    2. Business Model 7
    2.1. Business Analysis 7
    2.1.1. Business Model Canvas 7
    2.1.2. SWOT Analysis 8
    2.2. Our Flower Kiosk 10
    2.2.1. Description of The Kiosk 10
    2.2.2. Partnership with DAPS Kiosk 11
    2.2.3 Flower Kiosk’s implementation: French Regulations 13
    2.3. Products Sold 13
    2.3.1. Flowers & Plants 13
    2.3.2. Hand-tied Bouquets & Potted Plants Supplier 15
    2.3.3. CSR Integration 16
    3. Flower and Industry in France 17
    3.1. French Flower Industry 17
    3.2. Importance of Flowers in France 18
    3.2.1. Flowers Signification 18
    3.2.2. French Demand for Flowers 20
    3.3. Competitive Analysis 22
    3.3.1. Benchmark 22
    3.3.2. Our Niche 23
    4. Marketing Plan 25
    4.1. Brand Image 25
    4.1.1. A Unique Concept 25
    4.1.2. Brand Design 26
    4.2. Customer Analysis 28
    4.2.1. Quantitative Analysis 28
    4.2.2. Target 34
    4.3. Promotion Strategy 35
    4.3.1. Promotion Mix 35
    4.3.2. Kiosk Location 37
    5. Operative Plan 39
    5.1. Supply Chain 39
    5.1.1. Process 39
    5.1.2. Resources Needed 40
    5.2. Kiosk implementation: 41
    5.2.1. Year 1 42
    5.2.2. Year 2 47
    5.2.3. Year 3 & Future 48
    6. Management 49
    6.1. Legal Environment 49
    6.2. Management and ownership 51
    6.2.1. Sandra Cambriel (under Hibiscus ownership) 51
    6.2.2. Charlotte Cambriel 52
    6.2.3. Emilie Cambriel 53
    7. Financial Plan 54
    7.1. P&L & Assumptions 54
    7.1.1. Sales Hypothesis 54
    7.1.2. 7.1.2 Sales Forecast per Year 55
    7.1.3. Cost Assumptions & Forecast 57
    7.1.4. P&L Analysis & Break-Even Point 62
    7.2. Cash Analysis 63
    7.2.1. Working Capital Management 63
    7.2.2. Free Cash Flow 64
    7.3. Financial Resources Needed to Launch the Project 65
    8. Conclusion 67
    9. References 68
    10. Appendix 70
    10.1. Questionnaire 70

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