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題名 於台灣設立法國品牌商品專營店之商業企劃書
Business Plan of Franchising Pylones in Taiwan
作者 陳康瑀
Chen, Connie
貢獻者 蔡政憲
Tsai, Jason
陳康瑀
Chen, Connie
關鍵詞 特許經營
商業企劃書
Franchising
Business Plan
日期 2012
上傳時間 2-Sep-2013 16:16:36 (UTC+8)
摘要 於台灣設立法國品牌商品專營店之商業企劃書
The purpose of this document is to properly and realistically develop a business plan to establish an online store selling Pylones (French branded company) products in Taiwan, which includes various gift ideas with creatively designed everyday commodities in Beauty, Office, Tableware, and Kids product categories. Through detailed market analyses, promotional marketing strategies and operational plans, financial projections will be made to indicate how the business is likely to progressively operate as a special franchise of Pylones France.
The business plan, for the company which will presumably be named Pylones-Taiwan.tw, includes business startup information, product categories, marketing strategies, pricing plan, operations structuring, and financial analyses. This new startup business will be operated on a virtual platform as an online store with a variety of Pylones goods/gift selections offering various payment methods.
The keys to the success of Pylones-Taiwan.tw are the thorough market analysis and strategies including social media tactics and promotional plans on attracting visitors and create more online traffic, target the right audience, maintain within the top search results with keyword search, leverage social media to build brand awareness, and build brand loyalty through customer relationship management tool. A great deal of efforts will be put into Internet marketing campaigns to maximize the exposure of the brand and products.
Based on observations taken at a physical Pylones store in Paris, sales forecast was made to be NTD 5,113,260 in the first year (with consideration of country GDPs), and using the NPV rule to calculate the cash flow over the five year period, the NPV would turn out to be NTD 8,330,160. And by utilizing the sensitivity analysis method, it has been indicated that the actual sales will greatly affect the cash flow, thus generating sales to meet the sales forecast is the most important mission in this business scenario.
With the one of the kind design elements, durable functionality and quality, Pylones-Taiwan.tw will leverage the power of social media as one of its main marketing strategies to open the door and create a world for targeted potential audiences. And with the projected financial figures, once established and following the strategic plans, Pylones-Taiwan.tw is heading towards prosperity, continuous growth, and sustainability.
參考文獻 1. Research, Development, and Evaluation Commission, Executive Yuan, 2012, 2012 Taiwan’s household Internet usage survey, http://www.rdec.gov.tw/ct.asp?xItem=4024389&ctNode=12062&mp=100, accessed in April 2013.
2. InsightXplorer Market Analysis Consulting, 2012, Media Metrix Internet Traffic Reports, http://www.insightxplorer.com/news/news_12_21_2_12.html, access in April 2013.
3. iThome Online, 2012, 2012 Taiwan Internet Usage Report, http://www.ithome.com.tw/itadm/article.php?c=74850, accessed in April 2013.
4. Ministry of Culture, 2011, 2011 Cultural and Creative Industries Annual Report, http://cscp.tier.org.tw/CSDB5020.aspx, accessed in April 2013.
5. Electronic Commerce Times, 2013, 2013 Social Media Marketing Methods article, http://www.ectimes.org.tw/Shownews.aspx?id=130410133845, accessed in May 2013.
6. InsightXplorer Market Analysis Consulting, 2012, 2012 Social Media Whitepaper, http://zh.scribd.com/doc/117223697/2012%E5%B9%B4%E7%B6%B2%E8%B7%AF%E7%A4%BE%E7%BE%A4%E7%99%BD%E7%9A%AE%E6%9B%B8, accessed in May 2013.
7. Justin Wise, Published September 15, 2011, 20 Ways to Promote Your Facebook Fan Page, http://www.socialmediaexaminer.com/20-ways-to-promote-your-facebook-fan-page/, accessed in May 2013.
8. Pylones Australia, 2013, Products Pricing, http://www.pylones-australasia.com/shop.asp, accessed in June 2013.
9. Pylones Korea, 2013, Products Pricing, http://www.pylones.kr/, accessed in June 2013.
10. Chung Hua Institution for Economic Research, 2013, WTO Import Tariff Rates by Country, http://db.wtocenter.org.tw/tariff-index.asp;
http://db.wtocenter.org.tw/tariff-QueryList.asp?country=澳大利亞&year=2011&reporter=036&code=96; http://db.wtocenter.org.tw/tariff-QueryList.asp?country=南韓&year=2012&reporter=410&code=82, accessed in June 2013.
11. StockQ.org, 2012, 2012 Global GDP Per Capita Statistics, http://www.stockq.org/economy/gdp.php, accessed in June 2013.
12. Cathay Securities Corporation, 2013, Eslite Public Listing Pre-evaluation Report, accessed in June 2013.
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)
100933004
101
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0100933004
資料類型 thesis
dc.contributor.advisor 蔡政憲zh_TW
dc.contributor.advisor Tsai, Jasonen_US
dc.contributor.author (Authors) 陳康瑀zh_TW
dc.contributor.author (Authors) Chen, Connieen_US
dc.creator (作者) 陳康瑀zh_TW
dc.creator (作者) Chen, Connieen_US
dc.date (日期) 2012en_US
dc.date.accessioned 2-Sep-2013 16:16:36 (UTC+8)-
dc.date.available 2-Sep-2013 16:16:36 (UTC+8)-
dc.date.issued (上傳時間) 2-Sep-2013 16:16:36 (UTC+8)-
dc.identifier (Other Identifiers) G0100933004en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/59391-
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) 100933004zh_TW
dc.description (描述) 101zh_TW
dc.description.abstract (摘要) 於台灣設立法國品牌商品專營店之商業企劃書zh_TW
dc.description.abstract (摘要) The purpose of this document is to properly and realistically develop a business plan to establish an online store selling Pylones (French branded company) products in Taiwan, which includes various gift ideas with creatively designed everyday commodities in Beauty, Office, Tableware, and Kids product categories. Through detailed market analyses, promotional marketing strategies and operational plans, financial projections will be made to indicate how the business is likely to progressively operate as a special franchise of Pylones France.
The business plan, for the company which will presumably be named Pylones-Taiwan.tw, includes business startup information, product categories, marketing strategies, pricing plan, operations structuring, and financial analyses. This new startup business will be operated on a virtual platform as an online store with a variety of Pylones goods/gift selections offering various payment methods.
The keys to the success of Pylones-Taiwan.tw are the thorough market analysis and strategies including social media tactics and promotional plans on attracting visitors and create more online traffic, target the right audience, maintain within the top search results with keyword search, leverage social media to build brand awareness, and build brand loyalty through customer relationship management tool. A great deal of efforts will be put into Internet marketing campaigns to maximize the exposure of the brand and products.
Based on observations taken at a physical Pylones store in Paris, sales forecast was made to be NTD 5,113,260 in the first year (with consideration of country GDPs), and using the NPV rule to calculate the cash flow over the five year period, the NPV would turn out to be NTD 8,330,160. And by utilizing the sensitivity analysis method, it has been indicated that the actual sales will greatly affect the cash flow, thus generating sales to meet the sales forecast is the most important mission in this business scenario.
With the one of the kind design elements, durable functionality and quality, Pylones-Taiwan.tw will leverage the power of social media as one of its main marketing strategies to open the door and create a world for targeted potential audiences. And with the projected financial figures, once established and following the strategic plans, Pylones-Taiwan.tw is heading towards prosperity, continuous growth, and sustainability.		en_US
dc.description.tableofcontents Executive Summary 1
1. Company Background – Pylones 3
1.1. Overview 5
1.2. Mission 6
1.3. Vision 6
1.4. Company Ownership 7
2. Products and Services 8
2.1. Products Descriptions 9
2.2. Sales Platform 13
2.3. Delivery Service 16
2.4. Warranty 16
3. Marketing Plan 17
3.1. Market Outlook 17
3.2. Marketing Strategies 20
3.2.1. Online Marketing 21
3.2.2. Target Customers 23
3.2.3. Internet Keyword Search 27
3.2.4. Social Media Marketing 29
3.2.5. Customer Relationship Management (CRM) 31
3.3. Competition 31
3.3.1. Competitive Analysis 32
3.3.2. SWOT Analysis 35
3.4. Promotional Strategies 36
3.5. Pricing Strategies 38
4. Operational Plan 42
4.1. Company Setup and Domain Name Registration 42
4.2. Online Shop Construction 43
4.3. Import Tariffs, Shipping and Handling 43
4.4. Employees 44
5. Financial Plan 45
5.1. Startup Milestone and Cost Analysis 45
5.2. Sales Forecast 46
5.3. Cash Flow Projection 50
5.4. Profit and Loss Projections 52
5.5. Sensitivity Analysis 53
6. Conclusion 55
Reference 59		zh_TW
dc.format.extent 2207759 bytes-
dc.format.mimetype application/pdf-
dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0100933004en_US
dc.subject (關鍵詞) 特許經營zh_TW
dc.subject (關鍵詞) 商業企劃書zh_TW
dc.subject (關鍵詞) Franchisingen_US
dc.subject (關鍵詞) Business Planen_US
dc.title (題名) 於台灣設立法國品牌商品專營店之商業企劃書zh_TW
dc.title (題名) Business Plan of Franchising Pylones in Taiwanen_US
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) 1. Research, Development, and Evaluation Commission, Executive Yuan, 2012, 2012 Taiwan’s household Internet usage survey, http://www.rdec.gov.tw/ct.asp?xItem=4024389&ctNode=12062&mp=100, accessed in April 2013.
2. InsightXplorer Market Analysis Consulting, 2012, Media Metrix Internet Traffic Reports, http://www.insightxplorer.com/news/news_12_21_2_12.html, access in April 2013.
3. iThome Online, 2012, 2012 Taiwan Internet Usage Report, http://www.ithome.com.tw/itadm/article.php?c=74850, accessed in April 2013.
4. Ministry of Culture, 2011, 2011 Cultural and Creative Industries Annual Report, http://cscp.tier.org.tw/CSDB5020.aspx, accessed in April 2013.
5. Electronic Commerce Times, 2013, 2013 Social Media Marketing Methods article, http://www.ectimes.org.tw/Shownews.aspx?id=130410133845, accessed in May 2013.
6. InsightXplorer Market Analysis Consulting, 2012, 2012 Social Media Whitepaper, http://zh.scribd.com/doc/117223697/2012%E5%B9%B4%E7%B6%B2%E8%B7%AF%E7%A4%BE%E7%BE%A4%E7%99%BD%E7%9A%AE%E6%9B%B8, accessed in May 2013.
7. Justin Wise, Published September 15, 2011, 20 Ways to Promote Your Facebook Fan Page, http://www.socialmediaexaminer.com/20-ways-to-promote-your-facebook-fan-page/, accessed in May 2013.
8. Pylones Australia, 2013, Products Pricing, http://www.pylones-australasia.com/shop.asp, accessed in June 2013.
9. Pylones Korea, 2013, Products Pricing, http://www.pylones.kr/, accessed in June 2013.
10. Chung Hua Institution for Economic Research, 2013, WTO Import Tariff Rates by Country, http://db.wtocenter.org.tw/tariff-index.asp;
http://db.wtocenter.org.tw/tariff-QueryList.asp?country=澳大利亞&year=2011&reporter=036&code=96; http://db.wtocenter.org.tw/tariff-QueryList.asp?country=南韓&year=2012&reporter=410&code=82, accessed in June 2013.
11. StockQ.org, 2012, 2012 Global GDP Per Capita Statistics, http://www.stockq.org/economy/gdp.php, accessed in June 2013.
12. Cathay Securities Corporation, 2013, Eslite Public Listing Pre-evaluation Report, accessed in June 2013.		zh_TW