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| 研究生： |
陳志豪 Chen, Chih-Hao |
|---|---|
| 論文名稱： |
循環杯：共享飲料杯系統商業企劃 Circular cups: business plan for a cup-sharing system |
| 指導教授： |
劉秀明
Liu, Sandra |
| 口試委員: |
陳春龍
Chen, Samuel 何小台 Ho, Chester |
| 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： | 2019 |
| 畢業學年度： | 108 |
| 語文別： | 英文 |
| 論文頁數： | 49 |
| 中文關鍵詞： | 免洗杯 、循環經濟 、環保杯 |
| 外文關鍵詞： | Disposable cups, Circular economy, Reusable cups |
| DOI URL： | http://doi.org/10.6814/NCCU202000024 |
| 相關次數： | 點閱：389 下載：0 |
| 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 |
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The world uses five hundred billion disposable cups a year. In Taiwan alone, fifteen billion cups are thrown away each year. Two-thirds of which are paper cups coated with plastic liner which makes recycling the cup difficult, resulting in a low recycling rate in practice. Government efforts have been aimed gradually banning single-use items, but takes time to implement, much more effort to enforce. To this end, many reusable-cup sharing systems have developed internationally to discourage and reduce the consumption of disposable cups. Through these systems, users can take out reusable cups from any circulation channels and have a window of time before they have to return the cups, so they may reuse them instead of taking disposable cups. The cups are then collected, washed and sanitized before re-distributed back into the system. The washing and the logistics are generally done in two ways, one by which distributors such as cafes and tea shops manage the operation, and another by which third-party logistics manage the operation. By operating the system in-house, inventory and quality control can be better managed, and the system can be operational even at small scale. In addition to economic returns, the business model aims to also general social and environmental values through involving the community and empowering vulnerable members.
1.Business Description 1
1.1. Company Goals and Objectives 2
1.2. Vision 2
1.3. Mission Statement 3
1.4. Business Philosophy 3
1.5. Industry Overview 3
2. Products and Services 7
2.1. Products 7
2.2. Services 7
2.3. The Value Chain 8
2.4. Competitive Advantages 8
2.5. Pricing Structure 9
2.6. The Hodala Value Creation Process 9
3. Market 10
3.1. Economics 10
3.2. Product Features and Benefits 13
3.2.1. The Process 13
3.2.2. The Cups 14
3.2.3. The Services 14
3.3. Customers 15
3.3.1. General Summary of Consumer Survey 15
3.3.2. Cross Examination of Survey Responses 17
3.4. Target Markets 19
3.5. Competition 19
3.5.1. Threats of New Entrants 19
3.5.2. Threat of Substitutes 19
3.5.3. Bargaining Power of Buyers 20
3.5.4. Bargaining Power of Suppliers 20
3.5.5. Competitive Rivalries 20
4. Marketing and Sales 22
4.1. Marketing 22
4.1.1. Positioning 22
4.1.2. Positioning Statement 23
4.2. Marketing Strategy 23
4.2.1. Triple Bottom Line 23
4.2.2. Market Driving Strategy 24
4.2.3. Marketing Mix 25
4.2.2. Marketing Activities 30
4.3. Sales Forecast 30
4.3.1. Sales Forecast: Worst Case 31
4.3.2. Sales Forecast: Best Case 33
5. Operational Plan 35
5.1. Minimum Viable Product 35
5.2. Front-End and Back-End Operations 35
5.3. Personnel 38
6. Management and Organization 39
6.1. Business Management 39
6.2. The Organization in the Value Chain 40
6.2.1. Primary Activities 40
6.2.2. Supporting Activities 40
6.3. Organization Structure 40
7. Startup Expenses and Capitalization 42
7.1. One-Time Expenses 42
7.2. Monthly Expenses 44
7.3. Startup Capitalization 45
8. Financial Plan 46
8.1. Twelve-Month Profit and Loss Projection 46
References 47
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