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| 研究生： |
李依依 Lee, Yi Yi |
|---|---|
| 論文名稱： |
Precious Wedding創業企劃書 Precious Wedding Business Plan |
| 指導教授： |
蔡政憲
Tsai, Chenghsien |
| 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： | 2014 |
| 畢業學年度： | 102 |
| 語文別： | 英文 |
| 論文頁數： | 58 |
| 中文關鍵詞： | 結婚 、禮品 |
| 外文關鍵詞： | Wedding, Wedding favors, Precious Wedding |
| 相關次數： | 點閱：135 下載：23 |
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Precious Wedding is a professional wedding favors company in Taiwan which aims at helping every groom and bride create an unforgettable wedding experience through ideal wedding favors. As wedding favors is neither a brand-new nor prevalent product concept for most Taiwanese, coupled with the fact that there are fewer than 20 competitors selling on a large scale, we assume that the wedding favors industry in Taiwan is currently at the late introduction stage of a product life cycle.
To test whether the wedding favors market in Taiwan will be profitable or not, we performed an online survey with 111 valid responses collected. The survey result turned out to be extremely positive as 88% of respondents claimed they will or they are likely to purchase wedding favors ( or recommend others to do so), implying that huge sales and growth potentials are awaiting us to explore.
In terms of finance, we acquired NT$5,250,934 in our NPV calculation from year 1 to year 5, while the sensitivity analysis also generated positive outcomes even in the most pessimistic scenario, ranging from the lowest of NT$3,411,729 to the highest of NT$6,734,601.These figures all can be served as strong evidences that Precious Wedding is a great company to be invested on.
1. Introduction 1
2. Mission, Vision, and Values 3
2.1. Mission 3
2.2. Vision 3
2.3. Values 3
3. Market Overview 5
3.1. Industry Description 5
3.2. Competitive Analysis 6
3.3. SWOT Analysis 7
4. Market Research 9
4.1. Survey Design 9
4.2. Profile of Survey Respondents 10
4.3. Survey Results and Implication 13
5. Marketing 22
5.1. STP (Segmenting, Targeting, Positioning) 22
5.1.1. Segmenting 22
5.1.2. Targeting 23
5.1.3. Positioning 23
5.2. 4P (Product, Price, Place, Promotion) 24
5.2.1. Product 24
5.2.2. Price 29
5.2.3. Place 30
5.2.4. Promotion 31
6. Business Structure 34
6.1. Business Activities of the Four Main Departments 34
6.1.1. Sales & Marketing 34
6.1.2. Research & Development 35
6.1.3. Human Resources 35
6.1.4. Finance & Accounting 35
6.2. Operations 35
6.2.1. Customer Service 35
6.2.2. Logistics 35
6.2.3. Quality Control 36
6.2.4. Purchasing 37
6.2.5. Inventory 37
6.2.6. Legal & Compliance 37
6.2.7. Information Technology 38
7. Financial Analyses 39
7.1. Startup Costs 39
7.2. Sales Forecast 40
7.3. Operating Expenses, Cost of Goods Sold, and Working Capital 43
7.3.1. Operating Expenses 43
7.3.2. Cost of Goods Sold 44
7.3.3. Working Capital 45
7.4. Net Present Value 46
7.5. Sensitivity Analysis 47
8. Conclusions 49
Appendix 53
