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研究生： 楊子瑩
Tzu-Ying Yang
論文名稱： “果藝盒”商業企劃書： 為協助臺灣農民之社會企業
Business Plan for “Frui-idea Packaging”：A Social Enterprise That Supports Local Farmers in Taiwan
指導教授： 劉秀明
Liu, Sandra
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： 2022
畢業學年度： 110
語文別： 英文
論文頁數： 77
中文關鍵詞： 農業企業 、水果禮盒 、水果供應鏈 、在地農民 、台灣水果
外文關鍵詞： Agricultural enterprise, Fruit packaging, Fruit supply chain, Local farmers, Taiwanese fruits
DOI URL： http://doi.org/10.6814/NCCU202201070
相關次數： 點閱：120  下載：0 
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    • In the current fruit supply chain, local farmers have relatively little benefit and control over the value of fruits. The implementation of RCEP (Regional Comprehensive Economic Partnership) and CPTPP (Comprehensive and Progressive Agreement for Trans-Pacific Partnership) further impact the potential profitability of the businesses of the local farmers.
    To anticipate the issue and the potential risks, Frui-idea Packaging will be created to deliver financial and social value to the stakeholders of the fruit industry. It aims to help local farmers in Taiwan enter new markets by packaging design and marketing services, and create new business opportunities in addition to the existing markets. The vision of Frui-idea Packaging is to provide marketing support and stylish fruit packaging design for local farmers in Taiwan to enter multiple market segments. Farmers will have another opportunity to develop businesses and become agricultural enterprises.

    1. Executive Summary 1
    2. Company Description 2
    2.1 Name and Logo 2
    2.2 Mission 3
    2.3 Vision 3
    2.4 Social Value 3
    2.5 Background Information 4
    2.5.1. The Fruit Supply Chain 4
    2.5.2. RCEP 5
    2.5.3. CPTPP 10
    2.5.4. The Succession Status of Family Farms in Taiwan 12
    2.6 Products and Services 13
    2.6.1. Fruit Packaging Design 14
    2.6.2. Business Development 17
    2.6.3. Marketing Service 17
    3. Business Model Analysis 19
    3.1 Value Proposition 19
    3.2 Customer Segment 20
    3.2.1. Empathy Map 21
    3.3 Channels 22
    3.4 Customer Relationships 24
    3.5 Revenue Stream 25
    3.6 Key Resources 25
    3.7 Key Activities 25
    3.8 Key Partners 27
    3.9 Cost Structure 29
    4. Market & Competition Analysis 32
    4.1 Industry Analysis 32
    4.1.1. The History of Fruit Packaging 32
    4.1.2. The Trend of Fruit Packaging 32
    4.1.3. The Challenges during the COVID-19 34
    4.1.4. The Trend of Content Marketing 34
    4.2 Market Analysis 35
    4.2.1 Demographic 35
    4.2.2 Geographic 37
    4.3 Competitor Analysis 40
    4.3.1 Direct Competitors 40
    4.3.2 Indirect Competitors 40
    5. Strategy & Company’s Position 45
    5.1 External Analysis：Competitive Forces Framework (Porter’s 5 Forces) 45
    5.1.1. Threat of New Entrants 45
    5.1.2. Rivalry among Existing Competitors 46
    5.1.3. Bargaining Power of Suppliers 47
    5.1.4. Bargaining Power of Customers 48
    5.1.5. Threat of Substitute Products 48
    5.2 Internal Analysis：SWOT Analysis 49
    5.2.1. Strengths 49
    5.2.2. Weaknesses 49
    5.2.3. Opportunities 49
    5.2.4. Threats 50
    5.3 Positioning (Perceptual Brand Mapping) 50
    5.4 Marketing Strategy 52
    5.4.1. Product 52
    5.4.2. Price 53
    5.4.3. Place 54
    5.4.4. Promotion 55
    6. Operational Plan 56
    6.1 Primary Activities 57
    6.1.1. Inbound Logistics 57
    6.1.2. Operations 58
    6.1.3. Outbound Logistics 59
    6.1.4. Marketing and Sales 60
    6.1.5. Service 61
    6.2 Supporting Activities 62
    6.2.1. Firm Infrastructure 62
    6.2.2. Human Resource Management 62
    6.2.3. Technology Development 62
    6.2.4. Procurement 63
    7. Management & Organizational Structure 64
    8. Financial Statements 66
    8.1 Costs and Expenses 66
    8.1.1. Direct Costs 66
    8.1.2. Indirect Costs 68
    8.2 Sales Forecast 71
    8.3 Pro Forma Income Statement 73
    9. Reference 74

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