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| 研究生： |
叢宛昀 Connie, Tsung |
|---|---|
| 論文名稱： |
特殊隱形眼鏡在亞洲市場的策略行銷分析 A strategic marketing analysis of exporting specialty contact lenses in Asia Pacific |
| 指導教授： |
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： | 2016 |
| 畢業學年度： | 104 |
| 語文別： | 英文 |
| 論文頁數： | 45 |
| 中文關鍵詞： | 角膜塑形術 、近視 、特殊隱形眼鏡 、出口 |
| 外文關鍵詞： | orthokeratology, myopia, specialty contact lens, exporting |
| 相關次數： | 點閱：57 下載：0 |
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This business plan presents the process of developing an export plan for Brighten Optix, one of the largest specialty contact lens manufactory in the Asia Pacific. Brighten Optix obtains over 2/3 of its revenue from China due to its rapid growing GDP per capita and high myopia prevalence. In order to spread potential business risk, it was decided to explore new markets starting from Asia Pacific region. iCon United is a new oversea business unit for Brighten Optix; we will use iLens, the reverse geometric lens for orthokeratology, which is a special design for Asian eye, to develop new markets.
The goal of this business plan is to provide our mother company with a clearer view of the next market to enter and to develop an effective marketing method that should allow 1% market share penetration in three years.
ACKNOWLEDGEMENTS 1
ABSTRACT 2
1.0 EXCUSIVE SUMMARY 5
2.0 BUSINESS DESCRIPTION 7
GOALS AND OBJECTIVES 7
COMPANY OWNERSHIP & HISTORY & BUSINESS PHILOSOPHY 8
EYE CARE INDUSTRY 9
OUR SUPPLIER 11
OUR CUSTOMER 12
OUR STRENGTHS AND CORE COMPETENCIES 13
3.0 PRODUCTS & SERVICES 14
PRODUCTS DESCRIPTION 14
ILENS 14
SERVICE DESCRIPTION 16
COMPETITIVE EDGE 16
SALES LITERATURE 18
FUTURE PRODUCTS AND SERVICE 18
4.0 MARKET ANALYSIS SUMMARY 19
MARKET ENTRY STRATEGY 19
GENERAL ENVIRONMENTAL ANALYSIS 20
RESULT FROM GENERAL ENVIRONMENT ANALYSIS 23
INDUSTRIAL RELATED ENVIRONMENT ANALYSIS 23
RESULT FROM SECONDARY MARKET ANALYSIS 26
TARGET MARKET 27
TARGET CUSTOMERS 28
MARKETING MIX 29
COMPETITION AND BUYING PATTERNS 31
5.0 STRATEGY AND IMPLEMENTATION SUMMARY 33
MARKETING STRATEGY 33
SALES STRATEGY 35
SALES FORECAST 36
SALE PROGRAMS 37
6.0 MANAGEMENT SUMMARY 38
MANAGEMENT TEAM 38
PERSONNEL PLAN 39
7.0 STARTUP EXPENSES AND CAPITALIZATION 40
START-UP SUMMARY 40
8.0 FINANCIAL PLAN 41
BREAK-EVEN ANALYSIS 41
12-MONTHLY PROFIT AND LOSS PROJECTION 41
FINANCIAL STATEMENT 43
PROJECTED CASH FLOW 44
OPENING DAY BALANCE SHEET 44
REFERENCES 45
1. Cherunilam, Francis International trade and export management [electronic resource] / Francis Cherunilam Mumbai [India] : Himalaya Pub. House, 2010
2. Contact lens spectrum annual report 2015, http://www.clspectrum.com/articleviewer.aspx?articleID=113689
3. JASON J. NICHOLS, OD, MPH, PHD, FAAO Industry Focus- A Look at the CLMA Contact Lens Spectrum, Volume: 31 , Issue: March 2016, page(s): 44
4. Culture comparison, https://geert-hofstede.com/taiwan.html
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