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研究生： 白思瀚
Alejandro Barrios Herrera
論文名稱： "橋"智利中部之面膜產業
QIÁO: Business of Cosmetic face sheet mask in Central Chile
指導教授： 林月雲
Lin, Carol
口試委員: 吳文傑
Wu, Jack
劉秀明
Liu, Sandra
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： 76
中文關鍵詞： 面膜 、台灣 、智利 、面部護理 、化妝品 、零售業
外文關鍵詞： Sheet masks, Taiwan, Chile, Face care, Cosmetics, Retail
DOI URL： http://doi.org/10.6814/NCCU202001079
相關次數： 點閱：197  下載：6 
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    • This business plan provides the strategic analysis and a feasibility study for founding a company which will provide facial care to Chilean women primarily via a heretofore unused channel: beauty salons. The goal of the company is to provide said product through a format that is fairly innovative for the average Chilean consumer. Our portfolio will initially be based on 100% Taiwanese products containing traditional and new active ingredients that meet the skin care needs of Chilean women: moisturizing, nourishing, and anti-aging.
    Skin and hair care is a major part of the essence and culture of the overwhelming majority of Chilean woman. As it is surrounded by natural barriers such as the Atacama Desert, the Andes mountains, the Pacific Ocean, and the South Pole, Chile is somewhat isolated from other Latin American countries. The diversity of climates within the country attracted the arrival of immigrants from Europe. This mixture of races added to the local population and ethnicity has outlined a new character in Chilean women. The mentioned diversity of climates, in some cases different from other countries from the continent, has caused Chilean women to develop unique consumer behavior patterns for cosmetic products as opposed to the rest of the hemisphere.
    The economic integration of Chile with Asia-Pacific has long facilitated the arrival and acceptance of products beyond high-tech innovations. In this context, our company aims to be the leader in providing face sheet mask utilizing ingredients sourced in Asia and/or Chile.

    1. Company Overview 1
    1.1. 1.1. Our Mission 2
    1.2. Our Vision 2
    1.3. Our Values 2
    1.4. Our Goal 2
    1.5. Our Objectives 3
    1.6. Our Company Logo 3
    1.7. Company Ownership 3
    2. Market and Situational Analysis 5
    2.1. Global Market and Tendencies 5
    2.2. Categories 6
    2.3. Taiwanese cosmetic market and industry 6
    2.4. Chilean skincare market 10
    2.5. Cosmetic face sheet masks: Potential customer profile 11
    2.6. External analysis 12
    3. Business Model 16
    3.1. Value Proposition 16
    3.2. Customer Segment 16
    3.3. Channels 17
    3.4. Customer Relationship 18
    3.5. Key Activities 18
    3.6. Key Partners 19
    3.7. Key Resources 20
    3.8. Cost Structure 21
    3.9. Revenue Streams 21
    4. Products and Services 22
    4.1. Hyaluronic Acid Moisturizing Facial Mask Dr. Morita 22
    4.1.1. Product Description 22
    4.1.2. Instructions 23
    4.2. Bird's Nest Nourishing Mask - My Beauty Diary 24
    4.2.1. Product Description 24
    4.3. UKD Mask 25
    4.3.1. Product Description 25
    4.3.2. Instructions 25
    4.4. Hydrating Mask Sheet with Luffa and Aloe Vera – Lovemore 26
    4.4.1. Product Description 26
    4.4.2. Indications 26
    4.5. Bags of Face Sheet Masks 27
    5. Marketing Plan and Sales Strategy 28
    5.1. Competitors Analysis 28
    5.1.1. Competitors among Distributors of Cosmetic Products in QIÁO Channels 28
    5.1.2. Competitors Among Cosmetic Mask Distributors 29
    5.1.3. Competitors in retail 29
    5.2. Internal Analysis (SWOT) 30
    5.2.1. Strength of QIÁO 30
    5.2.2. Weaknesses of the Business 31
    5.2.3. Business opportunities 31
    5.2.4. Business threats 32
    5.3. Strategies 33
    5.3.1. Strategies to exploit strengths and opportunities 33
    5.3.2. Strategies to exploit weakness and threats minimization 34
    5.4. Product Strategy 34
    5.5. Positioning 35
    5.6. Price Strategy 36
    5.7. Location 37
    5.8. Promotion Strategy 38
    5.8.1. Pull Marketing 38
    5.8.2. Push Marketing 39
    5.9. MARKET RESEARCH 39
    5.9.1. Research methodology 39
    5.9.2. Sample selection 40
    5.9.3. Quantitative definition of population 40
    5.9.4. Sample Size 41
    5.9.5. Survey 41
    5.9.6. Instrument design 42
    5.9.7. The Result of Marketing Research 43
    5.9.8. Consumer behavior and preferences 43
    5.9.9. Potential Market Identified After Research 47
    6. Organizational Management 48
    6.1. Organizational Structure 48
    6.2. Roles and Responsibilities 49
    6.2.1. Chief Executive Officer (CEO) 49
    6.2.2. Chief Operating Officer (COO) 49
    6.2.3. Chief Marketing Officer (CMO) 50
    6.2.4. Personnel 50
    7. Operational Plan 52
    7.1. Production and logistics 52
    7.2. Location 53
    7.3. Inventory and Quality Control 53
    7.4. Legal Environment 54
    8. Financial Plan 58
    8.1. Startup Expenses 58
    8.2. Sales and Revenue Forecast 59
    8.2.1. Cost of Goods Sold (COGS) 61
    8.2.2. Operating Expenses and costs 61
    8.3. Income Statement 63
    8.4. Profitability Analysis 65
    8.5. Scenario Analysis 65
    9. Conclusion 67
    10. References 68
    11. Appendix 71
    11.1. Survey 71
    11.2. Description of Chilean Social-Economic Strata 75

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