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| 研究生： |
金民惠 KIM, Minhye |
|---|---|
| 論文名稱： |
商業計劃：韓國米酒在台灣新市場的發展 Business plan: new market development for Korean rice wine in Taiwan |
| 指導教授： |
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： | 2011 |
| 畢業學年度： | 100 |
| 語文別： | 英文 |
| 論文頁數： | 49 |
| 中文關鍵詞： | 商業計劃 、韓國米酒 |
| 外文關鍵詞： | Business Plan, Korean Rice Wine |
| 相關次數： | 點閱：156 下載：49 |
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Bon Ju (本酒) is a company which imports Korean traditional fermented rice wine called Makgeolli to distributors and wholesales in Taiwan. The business plan based on Bon Ju’s experience will target mainly Korean customers in Taiwan that miss the flavor of Korea, as well as Taiwanese who are accustomed to Korean flavor such as the ones employed in Korean companies or the ones that have traveled and spent some time in Korea. Taiwanese rice wine market is monopolized by Taiwan Tobacco and Liquor Corporation for a long time, and other types of wine in Taiwan’s market are completely controlled by the major wine production countries. However, the idea it to position Bon Ju (本酒) with an unique flavor and differential middle price. Our sales projections for the first year are $9,144,000. We are seeking an operating line of $394,000 to finance our first year growth. Our initial investment from co-owners is $210,000 to meet working capital requirements. Bon Ju’s financial statements have demonstrated continuous increases in sales, operating profit and net income growth ratios from year 1 to year 3. Regarding to this business plan, Bon Ju (本酒) will seek for opportunities to acquaint foreigners with Korean culture.
Acknowledgement ii
Abstract iii
Table of Contents iv
List of Figures and Tables vi
Executive summary 1
1. Introduction 3
1.1. Objective 3
1.2. Mission 3
1.3. Keys to Success 3
2. Company Summary 5
2.1. Company Location and Facilities 5
2.2. Company Ownership 5
2.3. Start-up Summary 5
3. Situation Analysis 8
3.1. Product Description 8
3.2. Market Summary 9
3.2.1. Market Demographics 11
3.2.2. Market Needs 12
3.2.3. Market Growth 13
3.3. SWOT Analysis 14
3.3.1. Strengths 14
3.3.2. Weaknesses 15
3.3.3. Opportunities 15
3.3.4. Threats 16
3.4. Competition 17
3.5. Buying Patterns and Needs 18
3.6. Products Offered 19
3.6.1. Delivery 20
3.7. Keys to Success 21
4. Market Analysis Summary 22
4.1. Mission 22
4.2. Marketing Objectives 22
4.3. Gap Dashboard 23
4.4. Target Markets 24
4.5. Positioning 24
4.6. Strategies 25
4.6.1. Marketing Materials 25
4.6.2. Referrals 25
4.6.3. Advertising 26
4.6.4. Web plan 26
4.6.5. Distribution Channels 27
4.6.6. Marketing Calendar 28
5. Strategy and Implementation Summary 31
5.1. Sales Strategies 31
5.2. Sales Forecast 31
5.3. Marketing Expenses Budget 35
5.4. Key Marketing Metrics 36
6. Management Summary 37
6.1. Personnel Plan 37
7. Financial Plan 38
7.1. General Assumptions 38
7.2. Break-even Analysis 38
7.3. Projected Profit and Loss 39
7.4. Projected Cash Flow 41
7.5. Projected Balance Sheet 42
7.6. Business ratios 43
8. Regulatory Overview 44
8.1. Duties/Taxes 44
8.2. Regulatory and Licensing Restrictions or Difficulties 44
9. Summary and Conclusion 45
Reference 47
Appendix 1 49
Appendix 2 49
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