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    政大典藏 > College of Commerce > International MBA > Theses >  Item 140.119/50968


    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/50968


    Title: 開設Betty花店的商業企畫書
    A Business Plan for Betty`s Florist
    Authors: 賈大衛
    Joughin, David
    Contributors: 吳文傑
    Wu, Jack
    賈大衛
    Joughin, David
    Keywords: 花店
    商業企畫書
    Date: 2010
    Issue Date: 2011-09-29 18:20:23 (UTC+8)
    Abstract: Betty’s Florist is a small shop located in Taipei City, Taiwan. It opened in 2006 in a store front recently purchased for the purpose. In the years since its opening, the shop has been able to cover its expenses, including the repayment of the loan financing the real estate. The owner had never looked at the flower business and the building as separate investments to determine whether gains by one were offset by losses from the other. Four possible scenarios are proposed as a result of this plan: operate the business in its current location, operate the business but sell the property and move to new location, abandon the business and hold the property, and abandon the business and sell the property.
    Analysis of the business revealed that while the business was generating a small amount of cash after payment of the loan, the owner had never allowed for a reasonable salary for herself, in effect making a large monthly investment in the business/ building combination. This plan then determines that the failure of the business to provide an adequate return stems from a combination of a poor location and complete lack of sales and promotion efforts. It then provides a detailed plan to reverse the losses, predicting a change to profitability in 2013.
    An independent analysis of the property revealed that it has indeed been profitable over the investment period. It is not expected to produce gains or losses in excess of the cost of capital in years to come. Since the real estate investment does not produce a large expected loss, it has been determined that the best option is to continue the business in its current location, pending a firm commitment by the owner to adopt the strategic changes.
    1. Executive Summary 1
    2. Company Summary 2
    2.1. Overview and Services offered 2
    2.2. Mission 2
    2.3. Vision 3
    2.4. Company Ownership 3
    2.5. Location and description of store 3
    2.6. History 6
    3. Scope and Purpose of Analysis 7
    4. Financial History of Flower Store 7
    5. Market and Competitor Analysis 11
    5.1. Market Analysis 11
    5.2. Competitor Analysis 12
    5.2.1. Delivery service 12
    5.2.2. Online sales 13
    5.3. Customer Analysis 13
    5.4. Summary of Market and Competitor Analysis 14
    6. Company Analysis 15
    7. Strategy and Implementation 16
    7.1. Management Summary 16
    7.2. Marketing Plan 17
    7.2.1. Internet Keyword Marketing Plan 17
    7.2.2. Social Media Advertising Plan 18
    7.2.3. Customer Relationship Management 18
    7.2.4. Forecasted Benefits of Marketing Plan 19
    7.3. Sales Forecast 21
    7.4. Milestones 23
    7.5. Conclusion of Business analysis 23
    8. Financial Evaluation of Real Estate 25
    8.1. Financial Summary of Real Estate (past) 25
    8.2. Financial Evaluation of Real Estate (future) 26
    8.3. Additional Factors 28
    9. Conclusion 29
    References 29
    Reference: 1. Taiwan’s Cut Flower Market is Abloom with Opportunities for US Exporters, 1995, retrieved from http://findarticles.com/p/articles/mi_m3723/is_n10_v7/ai_17850380/
    2. Kim James, April 1999, Flower Export Council of Australia Inc. The Taiwan Flower Market, retrieved from https://rirdc.infoservices.com.au/downloads/99-040
    3. Lee Tzong-Ru, Li Jan-Mou(2005), Key factors in forming an e-marketplace: An empirical analysis. Available online at www.sciencedirect.com
    Description: 碩士
    國立政治大學
    國際經營管理英語碩士學位學程(IMBA)
    97933062
    99
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0097933062
    Data Type: thesis
    Appears in Collections:[International MBA] Theses

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