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    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/49123


    Title: 進口祕魯傳統酒精飲料Pisco至台灣
    Introducing Peruvian Pisco to the Taiwan Market
    Authors: 羅賓
    Ruben Honores
    Contributors: 沈永正
    Shen, Yong Zheng
    羅賓
    Ruben Honores
    Keywords: Pisco 祕魯傳統酒精飲料
    Date: 2010
    Issue Date: 2010-12-08 01:59:05 (UTC+8)
    Abstract: 進口祕魯傳統酒精飲料Pisco至台灣
    INTRODUCING PERUVIAN PISCO TO THE TAIWAN MARKET
    By
    Ruben Honores

    From the mysterious lands of Peru and its ancient culture, the world is in the process of discovering one of Peru’s finest products, a spirit known locally with the name of Pisco.

    Pisco is a distilled beverage, a kind of brandy made of special grapes that grow in certain regions of Peru. Its fame has already become international and not only me but the whole alcohol connoisseurs community are certain it will become one of the newest top exotic spirits in the world in the near future. Having won several international awards locally and in foreign countries in continents like Europe, Peruvian Pisco has already built a good reputation among the connoisseurs. With an exotic aroma, unique taste and historical background, this distilled beverage is one of the nicest and most popular memories foreigners take back to their countries once they visit Peru or after they had the luck to visit one of the few Peruvian food restaurants in the world. It is no wonder that despite the not aggressive exporting initiatives of Pisco producers in Peru, its fame has been continuously growing mostly due to the positive word of mouth a quality and unique beverage like Pisco enjoys. And if we want to talk specifically about the Taiwanese market, taking in consideration the results of the tasting I did myself during the 2008 Taipei Food International Fair and the famous Elle Taiwan magazine quotating Pisco Sour (a derived cocktail) as one of the next “In” things in the near future, mainly reinforced the idea that a well executed strategy for introducing Pisco in the Taiwan market would be extremely rewarding.

    The following business plan aims to show the potential success of introducing Peruvian Pisco to the Taiwanese market. Making use of efficient marketing tools and strategies like social media and word of mouth advertising, a bottom-up sales approach that keeps the initial costs on the line and low up-front capital requirements, strong networking, and by using realistic bottom-up financial assumptions, this plan makes use of practicality, efficiency and the uniqueness of this Peruvian spirit to successfully show the viability and great success this endeavor would enjoy in the Taiwan market.
    Abstract i
    TABLE OF CONTENTS ii
    1. Executive Summary 1
    2. Problem 3
    3. Solution 3
    4. Meaning and Mantra of our company 3
    5. Business Model 5
    Acquire and keep customers 6
    Produce goods or services 6
    Lower costs 6
    Deliver those goods and services to the market 7
    6.1 SWOT Analysis 8
    Strengths 8
    Weaknesses 9
    Opportunities 10
    Threats 11
    6.2 Five Forces Analysis 12
    Bargain Power of Suppliers 12
    Bargain Power of Buyers 12
    Rivalry among existing competitors 12
    Threat of New entrants 13
    Threats of substitutes or alternative products 13
    6.3 Our Solution to a Consumers’ Problem 14
    6.3.1 Consumer Problem 14
    6.3.2 Solution to the Consumer Problem 15
    7. Positioning and Branding 17
    8. Target Customers 20
    Young Professionals 20
    Alcohol Connoisseurs 21
    “Fashionistas” 21
    9. Competition 23
    10. Marketing Strategy 25
    10.1 Product 25
    10.2 Promotion 28
    10.3 Place 30
    10.4 Pricing 32
    11. Financial Projections and Key Metrics 33
    11.1 Sales Objectives 34
    12. Appendix – Financial Detail 37
    Description: 碩士
    國立政治大學
    國際經營管理英語碩士學位學程(IMBA)
    95933033
    99
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0095933033
    Data Type: thesis
    Appears in Collections:[國際經營管理英語碩士學程IMBA] 學位論文

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