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| 研究生： |
格琳崑 Nicolas GUERIN |
|---|---|
| 論文名稱： |
在法國生產本國品牌手錶的商業企畫書 A locally produced watch brand in France |
| 指導教授： |
何小台
Ho, Chester |
| 口試委員: |
吳文傑
Wu, Jack 劉助 Liu, James |
| 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： | 107 |
| 語文別： | 英文 |
| 論文頁數： | 45 |
| 中文關鍵詞： | 手錶 |
| 外文關鍵詞： | watch |
| DOI URL： | http://doi.org/10.6814/NCCU201900155 |
| 相關次數： | 點閱：65 下載：0 |
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"Nico x Francy", which can also be called "NXF" is a brand of watches made in France. This brand meets the needs of our customers, in particular through its simple and refined designs, which are both fashionable and timeless, but also through its respect for manufacturing standards and its positive impact on the French local economy.
Our primary objective is to develop our business by targeting customers who are aware of these challenges and attracted by watches with an appealing and high-quality design. To do this, Nico x Francy will work directly with local producers who already have the necessary manufacturing expertise. By relying on a recognized know-how and a strong brand image, the company will be able to establish itself on the watch market in France.
1. Executive summary 1
1.1. Introduction 1
1.2. Company and management 1
1.3. Market opportunity 2
1.4. Our target customer 2
1.5. Competitive advantage 2
2. General company's description 3
2.1. Background and personal presentation 3
2.2. Mission 3
2.3. Vision 4
2.4. Objectives 4
2.5. Our logo and banner 5
3. Market analysis 7
3.1. Industry Overview 7
3.1.1. Men’s fashion market 7
3.1.2. French men's accessories market 8
3.1.3. French watch market 8
3.1.4. Online French watch market 9
3.2. PESTEL analysis and key trends 10
3.2.1. Key trends 10
3.2.2. PESTEL analysis 11
3.3. Porter analysis 15
3.3.1. Threat of entry by potential competitors 15
3.3.2. Bargaining power of buyers 15
3.3.3. Threat of substitutes 16
3.3.4. Bargaining power of suppliers 16
3.3.5. Competitive rivalry 17
3.4. Competitor analysis 17
3.4.1. Price as a selection factor 17
3.4.2. Direct competitors 17
3.4.3. Blue ocean curve 19
3.5. Conclusion and opportunity 20
4. Our product 21
4.1. Product description 21
4.1.1. Features and characteristics 21
4.1.2. Our supplier 21
4.2. Pricing strategy 23
4.3. Distribution Strategy 25
4.4. Promotion strategy 26
4.5. Business Model Canevas 30
4.6. Value Proposition 30
4.7. Customer Segment 30
4.8. Key Activities 31
4.9. Key Resources 31
4.10. Channels 31
4.11. Customer Relations 31
4.12. Key Partners 32
4.13. Cost Structure 32
4.14. Revenue Stream 32
5. Operative Plan 33
5.1. Phase 1 : Pre-Launching Phase 33
5.2. Phase 2 : Launching Phase 34
5.3. Phase 3 : After-Launch Phase 34
6. Financial statements 36
6.1. Start-Up Expenses 36
6.2. First year sales & stocks 37
6.3. A five years forecast 39
7. Our future : An international expansion in Asia 43
8. Conclusion 45
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