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    题名: 台灣免稅市場威士忌銷售創業計畫
    Whisky business in Taiwan duty free market
    作者: 張斾欣
    Chang, Philip
    贡献者: 劉助
    Liu, James
    張斾欣
    Chang, Philip
    关键词: 台灣免稅市場威士忌
    日期: 2009
    上传时间: 2010-12-08 01:59:14 (UTC+8)
    摘要: 台灣免稅市場威士忌銷售創業計畫
    Whisky business in Taiwan duty free market
    By
    Philip Chang

    Taiwan duty free whisky market total Scotland whisky consumption was 162K cases (Or 1.9M Bottles) in 2007, with 6% strong growth against 2006. Blended whisky has 68% share, estimated NTD3.8 billions market value; in contrast malt whisky has rest 32% share with estimate NTD3.9 billions market value. Total 2007 Taiwan DF Scotland whisky market value was NTD7.7 billions market value.
    PNP will entry Taiwan duty free market as a first step to build its business by introducing new whisky brands to the market. PNP aims to grab 2% whisky market share (NTD154 million) in 6 yrs. PNP will then move to next step to enlarge its business into great China region (China and Hong Kong), and the third step will to expand its business into Asia Pacific region.
    PNP is now found three potential new brands such as Balblair (Scotland distiller of the year 2008), Old Pulteney (Scotland’s most acclaimed independent bottler of single casks of rare malt whisky) and Port Charlotte ( New premium Islay whisky). PNP is now on the way to approach those three brands for dealership negotiation. Besides current three brands, PNP is also keep searching other potential brands to strengthen its product line.
    1 Company description………………………………………………………1
    1.1 What the company does……..………………………………………..1
    1.2 Product line….………………………………………………………..2
    1.3 Brand introduction…..………………………………………………..4
    1.3.1 Old Pulteney…..……………………….………………………..4
    1.3.2 Balblair…..…………………………………………..…………..6
    1.3.3 Port Charllote…..…………………………..……..……………..8
    2 Business model analysis……………………..………...…….……………..10
    3 Market & competition analysis…………………….......…………………..11
    3.1 Taiwan economy & airport passenger traffic………………………..11
    3.2 Taiwan market..……………………….……………………………..15
    3.3 Taiwan Duty Free Market..……………………….…………………17
    3.4 Taiwan Duty Free Stops introduction………………………………..18
    3.5 Leading competitor analysis..……………………….……………….22
    3.6 Key competitor analysis..……………………….…………………...25
    3.7 Consumer analysis…………………………………………………...27
    4 Strategy & company’s position……………….…………………..………..28
    4.1 Company position……………….………………………………..…..28
    4.2 Sales strategy……………….……………………………….………...28
    5 Management & organizational structure……………….…………………..29
    6 Risk analysis……………….………………………………………...……..29
    6.1 Partner background and finance……………….……….……………..29
    6.2 Initial Capital……………….……………………………..…………..30
    6.3 Cash flow……………….……………………………………………..30
    6.4 Sales forecast…………………………………..….…………………..32
    Exhibit 1. Malt Scotch – Duty Free Volume Sales by Country…………….34
    Exhibit 2. Whisky – Duty Free Volume Sales by Country…………………35
    Exhibit 3. Blended whisky price survey in May 2010……………………..36
    Exhibit 4. Malt whisky price……………………………………………….37
    Exhibit 5. Commission of each item……………………………………….38
    Exhibit 6. First year sales forecast………………………………………….39
    Exhibit 7. Three year sales forecast………………………………………..40
    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)
    97933030
    98
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0097933030
    数据类型: thesis
    显示于类别:[國際經營管理英語碩士學程IMBA] 學位論文

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