| dc.contributor.advisor | 何富年 | zh_TW |
| dc.contributor.advisor | Ho, Foo-Nin | en_US |
| dc.contributor.author (Authors) | 陳晉儀 | zh_TW |
| dc.contributor.author (Authors) | Yvonne Chen | en_US |
| dc.creator (作者) | 陳晉儀 | zh_TW |
| dc.creator (作者) | Chen, Yvonne | en_US |
| dc.date (日期) | 2022 | en_US |
| dc.date.accessioned | 1-Aug-2022 17:40:45 (UTC+8) | - |
| dc.date.available | 1-Aug-2022 17:40:45 (UTC+8) | - |
| dc.date.issued (上傳時間) | 1-Aug-2022 17:40:45 (UTC+8) | - |
| dc.identifier (Other Identifiers) | G0109933017 | en_US |
| dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/141126 | - |
| dc.description (描述) | 碩士 | zh_TW |
| dc.description (描述) | 國立政治大學 | zh_TW |
| dc.description (描述) | 國際經營管理英語碩士學位學程(IMBA) | zh_TW |
| dc.description (描述) | 109933017 | zh_TW |
| dc.description.abstract (摘要) | The tea market in the US has been growing in recent years. The impact of COVID-19 changes people’s behavior directly, both physically and mentally. More and more people are now starting to develop the habit of drinking tea to, boost physical health, and is believed to have the effect to relax nerves, especially for younger generations. Mental health is one of the most important topics that younger generation is highly aware of. They are trying different lifestyle and products for one goal - to reconnect to themselves and build mental wellness. Clouty Space, a tea and lifestyle brand, provides products and services for our customers in order to help our customers to build lifestyles of their own and reconnect back to themselves. In this business plan, we will identify the potential market in the US and potential competitors and their strength and weakness. By analyzing the information using business matrixes, strategies for our business plan are provided. | en_US |
| dc.description.tableofcontents | 1. Executive Summary 1 2. Introduction and Business Background 2 2.1. Business Overview 2 2.1.1. The Name and Logo of Business 3 2.1.2. Mission and Vision 4 2.1.3. Amazon Registration and Selling fee Schedule 4 2.1.4. Our Products 8 2.1.5. Short-term and Long-term Goals 9 2.2. Business Model Canvas 11 2.2.1. Customer Segments 11 2.2.2. Value Proposition 12 2.2.3. Channels 12 2.2.4. Customer Relationship 13 2.2.5. Revenue Streams 14 2.2.6. Key Activities 15 2.2.7. Key Resources 16 2.2.8. Key Partners 17 2.2.9. Cost Structure 18 3. Situation Analysis 19 3.1. Industry Structure 19 3.2. External Analysis – Porter’s Five Forces Analysis 24 3.2.1. Threat of New Entrants 25 3.2.2. Bargaining power of suppliers 26 3.2.3. Bargaining power of buyers 27 3.2.4. Threat of Substitution 28 3.2.5. Rivalry among existing competitors 29 3.3. Internal Analysis (SWOT Analysis) 29 3.3.1. Strengths of Business 29 3.3.2. Weaknesses of Business 30 3.3.3. Opportunities for Business 31 3.3.4. Threats to Business 32 3.3.5. TOWS 33 4. Market Research 35 4.1. Amazon Algorithm 35 4.2. Amazon Competitors by keywords 37 4.2.1. Black Tea Search result & Competitors 38 4.2.2. Green Tea Search result & Competitors 42 4.2.3. Oolong Tea Search Results & Competitors 44 4.3. Instagram Algorithm and Trends 46 4.3.1. Instagram - Potencial Competitors’ Stregedies 50 5. Marketing Plan 55 5.1. Market Segmentation 55 5.2. Market Targeting 56 5.3. Brand Positioning 57 5.4. Marketing Strategy 58 5.4.1. Product 58 5.4.2. Price 58 5.4.3. Place & Location 60 5.4.4. Promotion & Advertising 60 6. Operational Plan 62 6.1. Social Media and Website Operation 62 6.1.1. Facebook & Twitter 62 6.1.2. Instagram 62 6.1.3. TikTok 63 6.1.4. Website 63 6.2. Amazon and Instagram Shop Operation 64 6.3. Production Line 65 7. Management and Organization 66 7.1. Management Structure 66 7.2. The First Stage of Management Roles and Responsibilities. 67 7.2.1. President/Chief Executive Officer 67 7.2.2. Chief Financial and Technical Officer 68 7.2.3. Chief Product and Operation Officer 68 7.3. The Second Stage of Management Roles and Responsibilities. 69 7.3.1. Marketing Team 69 7.3.2. Web & SEO Team 69 7.3.3. Operation Team 70 7.3.4. Financial & Admin Team 70 7.3.5. Product Team 71 8. Financial Plan 72 8.1. Financial Forecast 72 8.1.1. Capital Investment 72 8.1.2. Sales Forecast 72 8.1.3. Operating Expenses 73 8.2. Income Statement Forecast 75 8.3. Break-even Forecast 76 8.4. Scenario Analysis 77 8.4.1. Best Case Scenario 77 8.4.2. Worst Case 78 9. Conclusion 79 10. Reference 80 | zh_TW |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0109933017 | en_US |
| dc.subject (關鍵詞) | 台灣茶 | zh_TW |
| dc.subject (關鍵詞) | 亞馬遜 | zh_TW |
| dc.subject (關鍵詞) | 心理健康 | zh_TW |
| dc.subject (關鍵詞) | 電子商務 | zh_TW |
| dc.subject (關鍵詞) | 新創 | zh_TW |
| dc.subject (關鍵詞) | Taiwanese Tea | en_US |
| dc.subject (關鍵詞) | Amazon | en_US |
| dc.subject (關鍵詞) | Mental Health | en_US |
| dc.subject (關鍵詞) | E-commerce | en_US |
| dc.subject (關鍵詞) | Startup | en_US |
| dc.title (題名) | Clouty Space茶葉品牌創業計畫書 | zh_TW |
| dc.title (題名) | Clouty Space: A Tea and Lifestyle Brand | en_US |
| dc.type (資料類型) | thesis | en_US |
| dc.relation.reference (參考文獻) | https://www.statista.com/statistics/326384/global-tea-beverage-market-size/ https://www.statista.com/statistics/258620/main-import-countries-for-tea-worldwide/ https://www.statista.com/statistics/251951/leading-bagged-loose-leaf-tea-brand-sales-in-the-us/ https://www.teausa.com/teausa/images/USTA_2019_-_2020_Commentary.pdf https://www.teausa.com/teausa/images/USTA_2020_-_2021_Commentary.pdf https://www.teausa.com/teausa/images/USTA_2021_-_2022_Commentary.pdf https://www.worldteanews.com/issues-trends/10-trends-tea-industry-2021 https://www.teausa.com/teausa/images/Tea_Fact_Sheet_2019_-_2020._PCI_update_3.12.2020.pdf https://www.teausa.com/teausa/images/Tea_Fact_2021.pdf https://www.statista.com/outlook/cmo/hot-drinks/tea/united-states https://sell.amazon.com/ https://www.theglobalstatistics.com/united-states-social-media-statistics/ https://www.etax.nat.gov.tw/etwmain https://fbx.freightos.com/ https://business.instagram.com/ | zh_TW |
| dc.identifier.doi (DOI) | 10.6814/NCCU202200770 | en_US |
