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| 研究生： |
毛天恩 Constante, Theo |
|---|---|
| 論文名稱： |
拓展行銷通路 Promoting Market Access |
| 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： | 2015 |
| 畢業學年度： | 103 |
| 語文別： | 英文 |
| 論文頁數： | 36 |
| 中文關鍵詞： | 拓展 、行銷 、通路 |
| 外文關鍵詞： | Promoting, Market, Access |
| 相關次數： | 點閱：80 下載：38 |
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拓展行銷通路
This paper highlights the idea of a social enterprise creation that will tackle HIV/AIDS and poverty issues in the Kingdom of Swaziland. Using a bottom up approach, the enterprise goal is to provide labor opportunities through capacity building workshops that will teach poor people to create products that can be sold in niche markets. Additionally, through the sale of these products, the enterprise will be able to gain a percentage in order to fund projects against the fight of HIV/AIDS. Encourage the involvement of poor communities through, for example, decentralized planning systems that incorporate explicit poverty reduction goals, preventing or mitigating negative impacts on vulnerable groups.
Executive Summary 1
1. Introduction 2
1.1. Bottom Up approach to tackling poverty 2
2. Background/Problem Statement 5
2.1. Kingdom of Swaziland Economy 5
2.2. HIV and AIDS situation in Swaziland 5
2.3. Poverty situation in Swaziland 7
3. Marketing Plan 9
3.1. The Market 9
3.2. Situation Analysis 9
4. Strategic Alliances Analysis 13
5. Marketing Strategy 18
5.1. Mission 18
5.2. Marketing Objectives 18
5.3. Target Market 18
5.4. Positioning 19
6. SWOT Analysis 20
7. Financial Analysis 22
7.1. Operation Costs and Expenses 22
7.2. Scenario Analysis 23
7.3. Budget Distribution 25
8. Business Model 27
8.1. Customer Segment 27
8.2. Value Proposition 28
8.3. Channels 29
8.4. Customer Relationship 30
8.5. Revenue Streams 30
8.6. Key Resources 31
8.7. Key Activities 32
8.8. Key Partners 33
8.9. Cost Structure 34
9. Bibliography 35
Kotler, Philip, Lane Keller, Kevin. Marketing Management. New Jersey: Pearson Education Inc. 2012.
Mariotti, Steve, Glackin, Caroline. Entrepreneurship: starting and operating a small business. New Jersey: Pearson Education Inc. 2013. 3rd Edition
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IFAD, PROMOTINGMARKET ACCESS for the Rural Poor in Order to Achieve the Millennium Development Goals Roundtable, Discussion Paper for the Twenty-Fifth Anniversary Session of IFAD’s Governing Council 2003
Oxfam International (2001). Rigged Rules and Double Standards: Trade Globalization and the Fight against Poverty. London: Oxfam.
Legrain, P. (2002). “Free Trade in Chains”. In The Economist, The World in 2003.
Lankes, H.P. (2002). “Market Access for Developing Countries”. In Finance and Development, Vol. 39, No. 3,
September.
SAQA Journal issue of Art Calendar magazine and the Fall 2006
Hitoshi Shoji , Richard Manning ,OECD Promoting Pro-Poor Growth.2006
World Bank (2005c), Where is the Wealth of Nations? Measuring Capital for the XXI Century,http://publications.worldbank.org/ecommerce/catalog/product?item_id=4980649.
WHO (World Health Organization) (2004), World Report on Road Traffic Injury Prevention, Geneva.
World Bank (2003), Infrastructure Action Plan, Washington, DC.
OECD (2001), “Recommendation on Untying Official Development Assistance to the Least DevelopedCountries”, Development Assistance Committee, Paris.
OECD (2005c), “Recommendation on Harmonisation”, Paris.
