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| 研究生： |
阮氏金妙 Dieu Nguyen |
|---|---|
| 論文名稱： |
開設Miss Daisy精品店之商業企劃書 Miss daisy boutique: a business plan |
| 指導教授： |
張大為
Chang, David |
| 口試委員: |
冷則剛
Leng, Tse-Kang 何富年 Ho, Foo-Nin |
| 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： | 66 |
| 中文關鍵詞： | 精品 、商業企劃書 |
| 外文關鍵詞： | Boutique, Business plan |
| DOI URL： | http://doi.org/10.6814/NCCU201900122 |
| 相關次數： | 點閱：88 下載：3 |
| 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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Recently, the apparel retail market in Vietnam sees the robust proliferation of various second-hand clothing shops, and Miss Daisy Boutique is eager to take part in this growing niche.
Miss Daisy Boutique is established and owned by me, a 10-year admirer and regular hunter for unique second-hand clothes. Miss Daisy Boutique would integrate second-hand clothes with my various hobbies and interests like books, flowers, fashion, movies...
Located in my private house in Tay Ho District (Hanoi, Vietnam), Miss Daisy Boutique offers the charming, feminine outfits for young ladies all over Vietnam, aged from 25 to 35. Those are carefully hand-picked items, with interesting colors, charming patterns, flattering shapes, and especially good fabrics. The clothes are being put through a process of refresh-renew-refurbish, to look new, smell new and bring the wearer the feeling of 'an elegant indulgence'. This also is the slogan and guiding motto for Miss Daisy Boutique.
Miss Daisy Boutique is a place where a female customer not only can cultivate her own dressing style, but would also nurture her lifestyle, with good stories every day, with occasional meaningful and relaxing activities like book-club, flower arrangement or embroidery workshop, where young ladies can express her love for life and befriend with others, in a space of charm, peace and tranquility.
By consistently cultivating customer services and the insights into customers' wants and needs, building up a significant and solid customer base, in the long run, Miss Daisy Boutique would also develop and promote her exclusive offerings: upcycle clothes and possibly own-designed outfits.
1. Executive Summary 1
2. Thesis’s Objectives 2
3. General Company Description 3
4. Market Overview and Competitor Analysis 4
4.1. Market Overview 4
4.1.1. Second-hand clothing shops around the world 4
4.1.2. Second-hand clothing market in Vietnam 8
4.2. Competitor Analysis 11
4.2.1. Chăn Con Công Vintage (Hanoi) 11
4.2.2. Maniac Vintage (Hanoi) 12
4.2.3. Kit&Dream Vintage (Ho Chi Minh City) 13
4.2.4. Conclusions 14
5. Market, Customer and Product Analysis 16
5.1. Vietnam in Overview 16
5.2. Customer Behavior 18
5.2.1. Second-hand items consuming in Vietnam 18
5.2.2. Woman vs Clothing Purchasing 20
5.3. Target Customer 22
5.4. Product Analysis 24
5.4.1. Miss Daisy Boutique 24
5.4.2. Detailed Description 25
5.4.3. Features and Benefits 28
5.5. SWOT Analysis 29
6. Branding and Marketing 31
6.1. Positioning and Strategy 31
6.2. Promotion 32
6.2.1. Recruiting Customers 32
6.2.2. Advertising 33
6.2.3. Owned Workshops 35
6.2.4. Special Bundles 37
6.3. Brand Story, Slogan and Logo 39
6.3.1. Brand Story 39
6.3.2. Slogan 40
6.3.3. Logo 41
6.4. Post-sale Service and Membership Program 42
7. Operational Plan 43
7.1. Production 43
7.1.1. Screen and Pick 43
7.1.2. Refresh and Renew 44
7.1.3. Mix and Match 46
7.2. Location 47
7.3. Pricing and Sales 48
7.3.1. Pricing 48
7.3.2. Sales and Delivery 50
7.4. Customers Relationship Management 52
7.5. Plans for Different Phases 53
8. Financial Plan 55
8.1. Income Statement 55
8.2. Cost Analysis 56
8.2.1. Rental Expense 56
8.2.2. Cost of Goods Sold 57
8.2.3. Refresh and Renew 58
8.2.4. Marketing and CRM 58
8.2.5. Other Materials 59
8.2.6. Labors 59
8.2.7. General and Administrative 59
8.3. Revenue Projections 60
8.3.1. Financial Projections for 5 Years 60
8.3.2. Projections with Improvements 61
8.4. Investment and Capital 63
9. Conclusions 64
References 65
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Patricia Campbell (2014). How to upcycle your clothes. Retrieved from: www.cosmopolitan.com/uk/fashion/news/a26528/how-to-upcycle-clothes-tips/
Patricia Fletcher. 5 Easy Steps to Creating the Right Pricing Strategy. Retrieved from: www.inc.com/patricia-fletcher/5-easy-steps-to-create-the-right-pricing-strategy.html
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