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| 研究生： |
戴宏泰 Hung, Ta Thai |
|---|---|
| 論文名稱： |
越南靈芝蘑菇的商業計畫 Business plan for ling zhi mushroom in Vietnam |
| 指導教授： |
高端訓
Koh, Simon |
| 口試委員: |
劉秀明
Liu, Sandra 陳春山 Chen, Louis |
| 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： | 2018 |
| 畢業學年度： | 106 |
| 語文別： | 英文 |
| 論文頁數： | 42 |
| 中文關鍵詞： | 靈芝 、赤芝 、商業計畫 、蘑菇 |
| 外文關鍵詞： | Ling Zhi, Ganoderma lucidum, Business plan, Mushroom |
| DOI URL： | http://doi.org/10.6814/THE.NCCU.IMBA.024.2018.F08 |
| 相關次數： | 點閱：452 下載：8 |
| 分享至: |
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Over past five years, I have been talking to many people, observing, reading and going to real site about Ling Zhi mushroom. I was astounded by how just simply drinking Ling Zhi daily after some months could help to improve people’s health, not in term of physic, but also their spirit; even some of symptom of chronic diseases such as: back pain, high blood pressure, fatigue… gone. I also realized that not many people are drinking Ling Zhi although lot of them know its benefits. I wondered why and overtime I had the answer: no authentic and trustworthy brand yet in the market, so consumers are lost in the sea of un-branded or low profile brand; even consumer wants to buy, it is not easy to find a near-by store. Going further, I identify that the potential market size is really big, but current penetration is very low, leave a tremendous opportunity for the new venture in this market.
So I decided to create this venture, the business that satisfy customer’s needs for Ling Zhi mushroom. I would like to build a well-known, trustworthy and authentic brand with good quality, but at the same time offer the affordable price and accessibility for mass consumers. My purpose does not stop here, for higher aim, that Ling Zhi mushroom brings more impact to society by fostering a healthier community, reducing the cost of medical care, and at the same time, helping people in remote area having decent job that they can afford their spouse, children a better living environment and education.
1. Executive Summary 1
2. Thesis’s Objectives 2
3. Market Overview and Competitor Analysis 3
3.1. Ling Zhi Market Overview in Vietnam 3
3.2. Competitor analysis 4
4. Customer, Market and Product Analysis 6
4.1. Consumer Behavior Analysis 6
4.2. Targeted Consumers. 7
4.3. Market Potential Analysis 9
4.4. Product Analysis 11
4.4.1. Introduction of Ling Zhi 11
4.4.2. The Health Benefit of Ling Zhi 14
4.4.3. Advantage of Cultivating Ling Zhi in Vietnam 17
5. SWOT Analysis 19
6. Business Strategy and Financial Plan 21
6.1. Choosing The Strategy. 21
6.2. Product Strategy. 24
6.3. Cost-Benefit Analysis and Financial Projection. 26
7. Branding and Marketing 36
7.1. Vision and Mission 36
7.2. Brand Logo, Slogan and Statement. 37
7.3. Brand Association and Launching Marketing. 38
8. Future Development 40
Reference 41
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