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| 研究生： |
謝敏蓉 Dawirina Daniela Armijo Zelaya |
|---|---|
| 論文名稱： |
"ARTE FORMOSA": 宏都拉斯第一間台灣式文具店 “ARTE FORMOSA”: A Business Plan for the First Taiwanese Stationery Store in Honduras |
| 指導教授： |
劉秀明
Liu, Sandra |
| 口試委員: |
林月雲
Lin, Carol 吳文傑 Wu, Jack |
| 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： | 136 |
| 中文關鍵詞： | 文具用品 、精神健康 、千禧世代 、美術用品 、藝術 |
| 外文關鍵詞： | stationery, mental health, millennials, art supplies, art |
| DOI URL： | http://doi.org/10.6814/NCCU202000996 |
| 相關次數： | 點閱：99 下載：16 |
| 分享至: |
| 查詢本校圖書館目錄 查詢臺灣博碩士論文知識加值系統 勘誤回報 |
ARTE FORMOSA is the first stationery store to open in Honduras that offers products made exclusively in Taiwan. A new store layout designed to enhance customer experience and a wide variety of new and different goods for individuals that use art supplies as a hobby or for professional reasons. Aside from products, the business will offer artistic and mental health-related workshops and talks for customers that are searching to improve their artistic skills, self-care, wellbeing, crafts elaboration, and more.
Even with the development of the digital era, stationery is a market that is still growing, with many young adults choosing art as a relaxation method, many new trends have arisen and have been spread due to the popularity of social media. And with more local crafters and artists starting their own small business, it seems that the artistic and handmade products will continue to gain popularity.
ARTE FORMOSA will be a business with an active social responsibility goal, focused on the causes of making art available to young skillful students from low-income families, education for rural and indigenous communities, and promotion of the importance of mental health. Activities and events will be organized to support different communities throughout the year.
1. BUSINESS MOTIVATION 1
1.1. Company Overview 2
1.2. Vision 2
1.3. Mission 2
1.4. Values 3
1.5. Name and Company Logo 4
2. MARKET ANALYSIS 6
2.1. Honduras: Economy and Country Overview 6
2.1.1. Market Opportunities 7
2.1.1.1. Honduras and Taiwan Commercial Relationship and its Benefits 8
2.1.2. Honduras Population Profile 9
2.1.2.1. The behavior of Millennials in Honduras 10
2.1.3. Education and Poverty in Honduras 12
2.1.4. Mental Health in Honduras 14
2.2. Promotion of Cultural and Artistic Exchange 14
2.3. The Stationery Market 16
2.3.1. Honduras Stationery Market 17
2.3.2. Taiwan Stationery Market 18
2.4. General Summary of Consumers’ Survey 27
2.4.1. Market Research: “Stationery in Tegucigalpa” 27
2.4.2. Market research: “Interest of Honduran Citizens in Topics of Mental Health” 30
3. PRODUCTS AND SERVICES 36
3.1. Products 36
3.1.1. Writing Materials 36
3.1.2. Scrapbooking, Bullet Journal, and Journaling Materials 37
3.1.2.1. Scrapbooking 37
3.1.2.2. Journaling and Bullet Journal 38
3.1.3. Paint and Drawing Materials 39
3.1.4. Lettering and Calligraphy Materials 40
3.2. Services 40
3.2.1. Workshop Events 40
3.2.2. Art/Local Products Fairs 41
3.2.3. In-Store “Local Product Spotlight” Section 42
3.3. Social Impact 42
3.3.1. ICDF and MOFA Scholarship guidance 43
3.3.2. Cooperation with the Taiwan Embassy in Honduras and vice versa 44
3.3.3. Art Workshops for Elementary/High School Students of Low-income Families 44
3.3.4. Fundraisings for School Supplies for Rural Areas and Ethnic Minorities 44
4. BUSINESS MODEL 46
4.1. Empathy Map Canvas 46
4.2. Business Model Canvas 47
4.2.1. Key Partners 47
4.2.2. Key Activities 49
4.2.3. Key Resources 50
4.2.4. Value Proposition 50
4.2.5. Customer Segments 55
4.2.6. Customer Relationship 55
4.2.7. Channels 56
4.2.8. Cost Structure 57
4.2.9. Revenue Stream 57
5. MARKETING PLAN AND SALES STRATEGY 58
5.1. Competitors’ Analysis 58
5.1.1. Local Office and School Supplies Stores 58
5.1.2. Online Individual Sellers 62
5.2. SWOT Analysis 67
5.3. Porter’s Analysis 68
5.3.1. Threat of New Entrants 68
5.3.2. Bargaining Power of Suppliers 68
5.3.3. Bargaining Power of Buyers 68
5.3.4. Threat of Substitute Products 69
5.4. Positioning 69
5.5. Marketing Mix 71
5.5.1. Product 71
5.5.2. Price 72
5.5.3. Place 73
5.5.4. Promotion 74
5.6. Competitive Advantages 78
5.6.1. Branding and marketing 78
5.6.2. Strategic Partners 79
6. OPERATIONAL PLAN 80
6.1. Production and Suppliers 80
6.1.1. Products Suppliers 80
6.1.2. Event Supplier 80
6.2. Inventory Management 81
7. MANAGEMENT AND ORGANIZATION 82
8. FINANCIAL PLAN 83
8.1. Startup Expenses 84
8.2. Wages and Salaries 85
8.3. Sales Forecast 86
8.4. Annual Utilities and Rent Expenses 88
8.5. Pro-Forma Income Statement 89
9. REFERENCES 91
10. APPENDIX 92
10.1. Market Research: “Stationery in Tegucigalpa” Template 92
10.2. Stationery Survey Tabulation/ Statistics 97
10.3. Market Research: “Interest of Honduran Citizens in Topics of Mental Health” Template 113
10.4. Mental Health Survey Tabulation/ Statistics 119
10.5. Startup cost details 133
10.6. Depreciation Table 136
SICE: Novedades de Política Comercial: Tratado de Libre Comercio El Salvador-Honduras-Taiwán. (2020). SICE. http://www.sice.oas.org/Trade/SLV_HND_TWN_FTA_s/Index_s.asp
Pueblos Indígenas de Honduras | Territorio Indígena y Gobernanza. (2019). Territorio Indigena y Gobernanza. http://territorioindigenaygobernanza.com/web/hon_07/
C. (2019a, July 22). Perfil del Millennial en Honduras 2019. COHEP. http://cohep.com/sdm_downloads/perfil-del-millennial-en-honduras-2019/
INDICADORES CIFRAS DE PAÍS 2018. (2018). INE-Instituto Nacional de Estadística. https://www.ine.gob.hn/V3/imag-doc/2019/09/cifras-de-pais-2018.pdf
Parker, P. (2020). (HS: 870324) Product Trade, Exporters and Importers. OEC - The Observatory of Economic Complexity. https://oec.world/en/profile/hs92/17870324
