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題名 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
作者 金民惠
KIM, Minhye
貢獻者 劉助
LIU, James
金民惠
KIM, Minhye
關鍵詞 商業計劃
韓國米酒
Business Plan
Korean Rice Wine
日期 2011
上傳時間 17-四月-2012 09:13:20 (UTC+8)
摘要 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.
參考文獻 • Duncan, Ian. "Controlling Expenses: The Key to Profitability in a Recession." CMA—The Management Accounting Magazine. November 1992.
• Euromonitor (2005), The World Market for Spirits, p 271.
• Euromonitor (2005), The World Market for Spirits, p 274.
• Fair Trade Commission Decision of October 2, 2003 (the 621st Commissioners` Meeting)
• Financial and Managerial Accounting By Carl S. Warren, James M. Reeve, Jonathan Duchac Published February 9th 2004 by South-Western College Pub (first published 1998)
• Hilton, Ronald W. Managerial Accounting. New York: McGraw-Hill, 1991.
• Impact (2003). The Global Drinks Market.
• International Wine and Spirits Record, 2004.
• Livingstone, John Leslie. The Portable MBA in Finance and Accounting. New York: Wiley, 1992.
• New Zealand Trade Development Centre, Sector Profile for Wine in the Taiwan Market Taipei, February 2009
• "Numbers You Should Know to Keep in Touch with Your Business." Profit-Building Strategies for Business Owners. May 1993.
• Retailing in Taiwan. Euromonitor. May 2004. P195
• Thompson, Kevin D. "Business Management: Planning for Profit." Black Enterprise. April 1993.
• The IWSR report on the global retail value of spirits, the IWSR, 2009
• 물류매거진(2009.09) 막걸리도 물류시스템은 필요하다, P. 57
• 국외 한류동향보고서(2009.6), 통신원 리포트를 중심으로.KOFICE
• LOGISTICS CENTER(2010.9). 주류 물류시장
• 우리나라 전통주의 일본시장 진출 방안 연구. 미래 농정 연구원. 이상호
• Marketing(2010.1), 한국 대표 상품 및 문화 콘테츠의 해외 시장 진출
• 인터넷 식품신문, 김정배(2007.3.9), Food News
• 농수산물무역정보, 조영대,세계 주류시장 동향 및 트렌드,통권 제 237호, pp6-13
• 웰빙마케팅 사례연구, 서지석(2005),연세대학교 경영대학원, p.6
• http://www.Kait.net
• http://www.ttc.gov.tw/
• http://www.ttl.com.tw
• http://www.ksdb.co.kr
• http://www.chinapost.com.tw
• http://eweb.trade.gov.tw
• http://www.mofat.go.kr
• http://www.kotra.org.kr
• http://www.globalwindow.org
• http://stat.tour.go.kr/
• http://korean.visitkorea.or.kr
• http://kto.visitkorea.or.kr
描述 碩士
國立政治大學
國際經營管理英語碩士學位學程(IMBA)
97933046
100
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0097933046
資料類型 thesis
dc.contributor.advisor 劉助zh_TW
dc.contributor.advisor LIU, Jamesen_US
dc.contributor.author (作者) 金民惠zh_TW
dc.contributor.author (作者) KIM, Minhyeen_US
dc.creator (作者) 金民惠zh_TW
dc.creator (作者) KIM, Minhyeen_US
dc.date (日期) 2011en_US
dc.date.accessioned 17-四月-2012 09:13:20 (UTC+8)-
dc.date.available 17-四月-2012 09:13:20 (UTC+8)-
dc.date.issued (上傳時間) 17-四月-2012 09:13:20 (UTC+8)-
dc.identifier (其他 識別碼) G0097933046en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/52755-
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) 97933046zh_TW
dc.description (描述) 100zh_TW
dc.description.abstract (摘要) 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.en_US
dc.description.tableofcontents 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		zh_TW
dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0097933046en_US
dc.subject (關鍵詞) 商業計劃zh_TW
dc.subject (關鍵詞) 韓國米酒zh_TW
dc.subject (關鍵詞) Business Planen_US
dc.subject (關鍵詞) Korean Rice Wineen_US
dc.title (題名) 商業計劃：韓國米酒在台灣新市場的發展zh_TW
dc.title (題名) Business plan: new market development for Korean rice wine in Taiwanen_US
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) • Duncan, Ian. "Controlling Expenses: The Key to Profitability in a Recession." CMA—The Management Accounting Magazine. November 1992.zh_TW
dc.relation.reference (參考文獻) • Euromonitor (2005), The World Market for Spirits, p 271.zh_TW
dc.relation.reference (參考文獻) • Euromonitor (2005), The World Market for Spirits, p 274.zh_TW
dc.relation.reference (參考文獻) • Fair Trade Commission Decision of October 2, 2003 (the 621st Commissioners` Meeting)zh_TW
dc.relation.reference (參考文獻) • Financial and Managerial Accounting By Carl S. Warren, James M. Reeve, Jonathan Duchac Published February 9th 2004 by South-Western College Pub (first published 1998)zh_TW
dc.relation.reference (參考文獻) • Hilton, Ronald W. Managerial Accounting. New York: McGraw-Hill, 1991.zh_TW
dc.relation.reference (參考文獻) • Impact (2003). The Global Drinks Market.zh_TW
dc.relation.reference (參考文獻) • International Wine and Spirits Record, 2004.zh_TW
dc.relation.reference (參考文獻) • Livingstone, John Leslie. The Portable MBA in Finance and Accounting. New York: Wiley, 1992.zh_TW
dc.relation.reference (參考文獻) • New Zealand Trade Development Centre, Sector Profile for Wine in the Taiwan Market Taipei, February 2009zh_TW
dc.relation.reference (參考文獻) • "Numbers You Should Know to Keep in Touch with Your Business." Profit-Building Strategies for Business Owners. May 1993.zh_TW
dc.relation.reference (參考文獻) • Retailing in Taiwan. Euromonitor. May 2004. P195zh_TW
dc.relation.reference (參考文獻) • Thompson, Kevin D. "Business Management: Planning for Profit." Black Enterprise. April 1993.zh_TW
dc.relation.reference (參考文獻) • The IWSR report on the global retail value of spirits, the IWSR, 2009zh_TW
dc.relation.reference (參考文獻) • 물류매거진(2009.09) 막걸리도 물류시스템은 필요하다, P. 57zh_TW
dc.relation.reference (參考文獻) • 국외 한류동향보고서(2009.6), 통신원 리포트를 중심으로.KOFICEzh_TW
dc.relation.reference (參考文獻) • LOGISTICS CENTER(2010.9). 주류 물류시장zh_TW
dc.relation.reference (參考文獻) • 우리나라 전통주의 일본시장 진출 방안 연구. 미래 농정 연구원. 이상호zh_TW
dc.relation.reference (參考文獻) • Marketing(2010.1), 한국 대표 상품 및 문화 콘테츠의 해외 시장 진출zh_TW
dc.relation.reference (參考文獻) • 인터넷 식품신문, 김정배(2007.3.9), Food Newszh_TW
dc.relation.reference (參考文獻) • 농수산물무역정보, 조영대,세계 주류시장 동향 및 트렌드,통권 제 237호, pp6-13zh_TW
dc.relation.reference (參考文獻) • 웰빙마케팅 사례연구, 서지석(2005),연세대학교 경영대학원, p.6zh_TW
dc.relation.reference (參考文獻) • http://www.Kait.netzh_TW
dc.relation.reference (參考文獻) • http://www.ttc.gov.tw/zh_TW
dc.relation.reference (參考文獻) • http://www.ttl.com.twzh_TW
dc.relation.reference (參考文獻) • http://www.ksdb.co.krzh_TW
dc.relation.reference (參考文獻) • http://www.chinapost.com.twzh_TW
dc.relation.reference (參考文獻) • http://eweb.trade.gov.twzh_TW
dc.relation.reference (參考文獻) • http://www.mofat.go.krzh_TW
dc.relation.reference (參考文獻) • http://www.kotra.org.krzh_TW
dc.relation.reference (參考文獻) • http://www.globalwindow.orgzh_TW
dc.relation.reference (參考文獻) • http://stat.tour.go.kr/zh_TW
dc.relation.reference (參考文獻) • http://korean.visitkorea.or.krzh_TW
dc.relation.reference (參考文獻) • http://kto.visitkorea.or.krzh_TW