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研究生： 羅恩璟
Angelica Lopez Martinez
論文名稱： 銷售有機衣物之商業企畫書
Business Plan for an Organic Clothing Line
指導教授： 蔡政憲
Jason Tsai
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： 41
中文關鍵詞： 有機衣物 、商業企畫書
外文關鍵詞： Organic Clothing, Business Plan
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    • The purpose of the following business plan is to analyze the feasibility of an organic clothing line. Due to a burgeoning consumer interest in organic food and non-food products as well as an increasing interested in consuming products from an ethical and sustainable background, a new market of opportunities has risen. Once a niche product, today more and more big retailers are starting to incorporate more organic apparel into their collections however, this trend in still quite new. Thus, this document examines the current global market trends and demand for organic products giving special emphasis to the potential performance of organic apparel products in the United States market. Through the collection of data and research of the fashion industry, a marketing plan and strategy are developed in order to ensure the adequate branding and promotion of the eco-fashion line. Further to the marketing structuring, the document develops a business model that will ensure the success of the business. Finally, the document concludes with a SWOT analysis of the business itself that analyzes the implications of engaging in this endeavor.

    Executive Summary 1
    1 Market Analysis on Organic Cotton Market 2
    1.1 Overview on Organic Markets 2
    1.2 Organic Cotton Market 3
    1.3 U.S. Organic Cotton Market 5
    1.4 Supply of Organic Cotton Textiles and Clothing 6
    1.4.1 Main Suppliers of Organic Cotton 7
    1.5 Initiatives for Sustainable Practices 9
    2 SWOT Analysis of the Organic Cotton Market 11
    2.1 Strength of the Organic Cotton Market 11
    2.2 Weaknesses of the Organic Cotton Market 13
    2.3 Opportunities of the Organic Cotton Market 15
    2.4 Threats of the Organic Cotton Market 16
    3 Marketing Strategy and Plan 18
    3.1 Market Analysis 18
    3.1.1 Target Markets 18
    3.1.2 Market Demographics 18
    3.1.3 Market Trends 19
    3.2 The Marketing Mix 19
    3.2.1 Product Strategy 19
    3.2.2 Promotional Strategy 19
    3.2.3 Pricing Strategy 20
    3.2.4 Retail of Organic Cotton Items 21
    3.3 Competitors Analysis 22
    3.3.1 The Top Ten Users of Organic Cotton 22
    3.4 Major Competitors 25
    4 Business Model 26
    4.1 Customer Segment 26
    4.2 Value Proposition 26
    4.2.1 Product Offering 27
    4.2.2 The Product Offering Concept 28
    4.2.3 Positioning 29
    4.3 Channels 29
    4.3.1 Sales Strategies 29
    4.3.2 Logistics of Production 30
    4.3.3 Distribution Channels 32
    4.4 Customer Relationships 32
    4.5 Revenue Streams 33
    4.6 Key Resources 33
    4.7 Key Activities 33
    4.8 Key Partners 34
    4.9 Cost Structure 34
    5 Business SWOT Analysis 35
    6. Business Model Canvas 38
    Reference 40

    Bhosale, Jayashree, “Organic Cotton Production declines in India as brands shift to Better Cotton Initiative”, Economic Times, 2 April 2014. Retrieved from http://articles.economictimes.indiatimes.com/2014-03-11/news/48118258_1_cotton-production-ginners-organic-cotton.
    “Cotton Exporter’s Guide”. International Trade Center, 15 April 2014. Retrieved from http://www.intracen.org/uploadedFiles/intracenorg/Content/Publications/Cotton%20Guide%20August%202013%20small.pdf
    DeNavas-Walt, Carmen, Proctor, Benadette D., Smith, Jessica C. Income, Poverty, and Health Insurance Coverage in the United States 2012: Current Population Reports. Issues September 2013. Retrieved from: https://www.census.gov/prod/2013pubs/p60-245.pdf
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    “Industry statistics and projected growth”. Organic Trade Industry Association’s 2011 Organic Industry Survey, 17 March 2014. Retrieved from http://www.ota.com/organic/mt/business.html
    Kotler, Philip, Lane Keller, Kevin. Marketing Management. New Jersey: Pearson Education Inc. 2012.
    Mariotti, Steve, Glackin, Caroline. Entrepreneurship: starting and operating a small business. New Jersey: Pearson Education Inc. 2013. 3rd Edition
    “Organic Cotton: An opportunity for trade.” International Trade Centre, 23 April 2014. Retrieved from http://www.intracen.org/uploadedFiles/intracenorg/Content/Exporters/Sectoral_Information/Agricultural_Products/Organic_Products/Organic_Cotton_an_Opportunity_for_Trade.pdf
    “Organic cotton market report preliminary highlights”. Organic Exchange, 13 March 2014. Retrieved from http://www.organic-market.info/easyCMS/FileManager/Dateien/2007%20Organic%20Cotton%20Prelim%20Market%20Report%20Final.pdf
    “Organic Marketing Report”. Academics Review, 22 April 2014. Retrieved from http://academicsreview.org/wp-content/uploads/2014/04/Academics-Review_Organic-Marketing-Report1.pdf
    Organic Trade Association . Industry Statistics and Projected Growth. 17 March 2014 <http://www.ota.com/organic/mt/business.html>.
    Osterwalder, Alexander, Pigneur, Yves. Business Model Generation. New Jersey: John Wiley & Sons Inc. 2010
    “Turkey: Organic cotton sourcing guide”. Textile Exchange. 16 April 2014. Retrieved from http://farmhub.textileexchange.org/upload/library/Farm%20reports/Turkey%20OC%20Sourcing%20Guide-FINAL.pdf
    “U.S Organic cotton production and marketing trends”. Organic Trade Association, 20 March 2014. Retrieved from http://www.ota.com/pics/documents/2012-2013-Organic-Cotton-Report.pdf

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