簡易檢索 / 詳目顯示
| 研究生： |
謝章瑞 Shieh, Ray |
|---|---|
| 論文名稱： |
加州乾洗公司宅配洗衣服務商業企劃 Business plan for California dry-cleaning (caldry) mailing logistic service (MLS) in Taiwan |
| 指導教授： |
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： | 2009 |
| 畢業學年度： | 97 |
| 語文別： | 英文 |
| 論文頁數： | 38 |
| 中文關鍵詞： | 商業企劃 |
| 相關次數： | 點閱：190 下載：114 |
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加州乾洗公司宅配洗衣服務商業企劃
Abstract
Business Plan for California Dry-Cleaning (CalDry) Mailing Logistic Service (MLS) in Taiwan
By
Ray Shieh
The laundry business in Taiwan is considered a labor-intensive traditional business. This paper explains how California Dry-Cleaning Service (CalDry) in Taipei plans to transform the traditional business from a labor driven company to a service-oriented company. CalDry wishes to do for dry-cleaning what Star Bucks did for coffee by taking a basic service/product and building a customer experience around it. Furthermore, we will evaluate the Mail Logistic Service (MLS) the next major step in CalDry's plan to offer our laundry services to Greater Taipei.
Table of Contents
I. Executive Summary………………………………………………………………………9
1.1 Company Vision……………………………………………………………………9
1.2 Company Summary……………………………………………………………..…9
1.3 Service Summary …………………………………………………….……………9
1.4 Market Summary………………………..………………………………...………10
1.5 Competitive Advantage ………………………………………………...…………10
1.5.1 Efficient & Green ………………………………………...………………..10
1.5.2 High Quality Cleaning ………………………………...…………………..10
1.5.3 Excellent Customer Service ………………………………..……………...11
1.6 Projected Financial Summary……………………………………….……………11
II. Industry Summary………………………………………………………………………12
2.1 Laundry business…………………..………………………………………………12
2.2 Transition of service type……………………………………………….…………12
2.3 Market capacity……………………………………………………………………13
2.3.1 Market in Taiwan…………………………………………………………..13
2.3.2 Market in Taipei……………………………………………………………13
2.3.3 Ratio of chain / non-chain stores………………………………………….15
2.3.4 Major market participants………………………………………………...……15
2.5 Service provider participants……………………………………………………..17
III. Company Summary…………………………………………………………………….18
3.1 Company History ……………………………………………………….………18
3.2 Management Profile……………………………………………………….………18
3.3 Milestone…………………………………………………………………….……..20
3.4 Current Major Service provided…………………………………………………20
3.5 Organizational Structure…………………………………………………….……21
3.5.1 Store …………………………………………………………………...……22
3.5.2 Factory……………………………………………………….………….….23
3.5.3 Logistics……………………………………………………………………..23
3.5.4 Merchandising………………………………………………….…………..23
3.5.5 Finance Dept………………………………………………………..………23
3.6 Current facilities / stores locations………………………………………….……24
3.6.1 Factory………………………………………………………………………24
3.6.2 Nine Stores…………………………………………………………….……24
3.6.3 Logistic………………………………………………………………...……24
3.6.4 Merchandise Warehouse…………………………………………….….…24
3.7 CalDry’s Production timeline……………………………………………….……25
IV. Market Review………………………………………………………………………….26
4.1 Target market segment……………………………………………………………27
4.2 Key Market Trends………………………………………………………..………27
4.3 Market Strength …………………………………………………………….…….27
4.3.1 Product Positioning…………………………………………………..……27
4.3.2 Pricing Strategy……………………………………………………….……27
V. Service Summary…………………………………………………………………….….28
5.1 MLS……………………………………………………………………….……….28
5.2 Competitive Comparison ……………………………………………….….……..30
5.3 Marketing / Promotion Strategy……………………………………….…………32
5.4 Competitive Advantage……………………………………………………………32
5.4.1 New Service Channel……………………………………………….………32
5.4.2 Major Advantages………………………………………………………….33
5.5 Customer Service…………………………………………………………………..35
5.6 Customer Behavior………………………………………………………………...36
5.7 Potential Risks……………………………………………………………………..36
5.8 Future Products and Service……………………………………………………...36
VI. Conclusion………………………………………………………………………………38
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