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研究生： 羅勁平
Tuñón, Jean
論文名稱： 在巴拿馬運河提供供應服務之商業企畫書
Business plan for supply services in the panama canal
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： 2017
畢業學年度： 105
語文別： 英文
論文頁數： 61
中文關鍵詞： 加油 、船隻 、供給 、巴拿馬運河 、曼薩尼約港
外文關鍵詞： Bunkering, Vessels, Supplies, Panama canal, Manzanillo port
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    • In terms of macroeconomic developments, the economic status in the Caribbean Region is largely driven by the global economy as well as developments in the US. Going forward, tourism is expected to remain as a key economic driver for the Caribbean region. Furthermore, the US is likely to continue to play a major influence.
    The bunkering industry in the Caribbean has been developing steadily for decades due to its popularity as a cruise ship destination and transshipments hub for east-west and north south cargo shipping routes. The enlargement of the Panama Canal is further expected to change competition dynamics between the region’s bunkering centers as a result of increase in shipping traffic and larger vessels.
    The shipping industry is the major demand driver for bunkering. It should be noted that both container liner and cruise sector as the two largest demand segments are concentrated. So in TL Blue Oceans LTD. our goals would be that our decision factors by ship operators with respect to bunkering operations and critical concerns can be summarized by 8 attributes:
    • 1 Bunker quality
    • 2 Market transparency (corruption free)
    • 3 Bunker price competitiveness
    • 4 Reliability and punctuality of bunker suppliers
    • 5 Bunkering facilities and services (adequacy and efficacy)
    • 6 Availability of all fuel grades including low-sulphur bunkers
    • 7 Location of port
    • 8 Government policies (e.g. quality control) and incentives

    Acknowledgment 1
    Introduction 2
    Business Plan Abstract 3
    Project Details (Executive Summary) 4
    Location: 4
    Proposed Capacity: 4
    Period of Implementation 4
    Financial 5
    Operating Margins 5
    Benefits: 5
    Teamwork is vital to the success of our trading business 5
    Long-term financial strength 6
    Company´s Profile 7
    About the Panama Canal 9
    Competitive Advantage Analysis and Competition Study 10
    Manzanillo Port 11
    Location 11
    Bunkering Service Overview 13
    Business Canvas Model (TL Blue Oceans LTD) 16
    Service Model 17
    Target clientele and customer requirements 18
    True Value Indexing 18
    Analysis of competition including factors which will promote bunker calls and choice of facilities 19
    Panama Bunker Sales Volumes 20
    Storage Facilities 23
    Panama Bunker Suppliers (Competitors) 24
    The smaller companies which would be my suppliers: 27
    Supplier´s Policy 29
    Sourcing of Fuel from Other Importing Countries 30
    Delivery infrastructure 31
    Products 32
    Market Analysis Summary 32
    Market Segmentation 32
    Target Market Segment Strategy 33
    Competition and Buying Patterns 33
    Strategy and Implementation Summary 34
    Competitive Edge 35
    Marketing Strategy 35
    Other Promotion Policies in Panama 36
    Sales Strategy 36
    Sales Forecast 37
    Web Plan Summary 37
    Website Marketing Strategy 38
    Development Requirements 38
    Financial feasibility of various supplies 39
    The bunkering costs is made up of 40
    Location of supply port 40
    Presumptions for financial analysis 40
    Capital cost inputs - 41
    Main revenue costs: 41
    The shore tankage financials: 42
    Bunkering financials: 43
    Revenue expenditure: 43
    Fresh water and Lubricating oil supplies 44
    Bunker quality, variety and price structure 45
    Infrastructure for supply of bunkers, lubs, stores and provisions 45
    Tax Swap 47
    Competition 47
    Infrastructure required for developing Manzanillo like as a port for bunker and other supplies 47
    Strategies in relation to value creation 48
    Pro Forma Profit and Loss 50
    Cash Flow 51
    Conclusions and Recommendations 53
    Bibliography 55
    Appendix 1: Top 15 Countries by Origin and Destination of Cargo Fiscal Year 2016 (Long Tons) 56
    Appendix 2: Movement through the Panama Canal Origin and Destination - Atlantic and Pacific - 2016 57
    Appendix 3: Panama Canal Traffic along Principal Trade Routes 58
    Appendix 4: Pro Forma Balance Sheet 60

    Panama Canal Background: https://www.pancanal.com/eng/op/transit-stats/2016/Table08.pdf
    IBISWorld. “Bunkering Services and Supply and Logistic World in America, Europe and China” May 11Th, 2013
    Ivan Png “Competitive Markets, Managerial Economics – 5th Edition. New York. May 2015. Pp. 19 – 118
    Bunkering Report obtained at: https://www.bunkerspot.com/images/mags/mag_pdfs/BS_v6i2_aprmay_09.pdf
    Castaño, Oscar Daniel. La Prensa Panama. El Futuro del Canal con la Expansión, author says. July 12th, 2016. Obtained at: http://impresa.prensa.com/sociales/Empresarios-estrategia-Canal
    Supply services industry: https://www.cepsa.com/stfls/CepsaCom/Coorp_Comp/Informe%20Anual%20CEPSA/CEPSA-Annual-Report-2012.pdf
    About my competitors: http://www.miic.gov.jm/sites/default/files/pdfs/FINAL%20Bunkering%20Hub%20Report%2130331.pdf
    Statistics about the Panama Canal: https://www.pancanal.com/eng/op/transit-stats/
    Hughes, Sophie. Panama Canal in Numbers. Obtained at: http://www.telegraph.co.uk/travel/destinations/central-america/panama/articles/Panama-Canal-in-numbers/ . June 6th, 2016

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