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| Title: | 商業企劃書：使新材料在商業行為中成為產業標準
The business plan of activating new material for formulating industrial standard in the commercial sector |
| Authors: | 陳詩薇
Chen, Ivy |
| Contributors: | 吳文傑
Wu, Jack
陳詩薇
Chen, Ivy |
| Keywords: | 產業標準 |
| Date: | 2008 |
| Issue Date: | 2009-09-14 09:45:34 (UTC+8) |
| Abstract: | 商業企劃書：使新材料在商業行為中成為產業標準
The Magnesium DX Series alloys, recognized as the metal of the future, have consistent durability and flexibility and are easily formed into various hard cases for mobile devices, sports, auto parts, and medical equipments. This alloy is 82% and 45% lighter than steel and aluminum, respectively, and is better for recycling and electromagnetic wave isolation than that of plastic and Carbon Fiber. To be the first company to produce the lightest commercial metal in the world, STAD, however, as normal Taiwan companies, is with very limited resources both for the R&D and the marketing budget. After 5 years hard working in development stage, STAD believes now is good chance to use this alloy (innovation) to change the competition situation by relocating the foregoing advantages through the mechanism of new material standard formulating.
I hope to use this dissertation to apply the theoretical and empirical business learning from NCCU and my working experiences to propose the entire business plan. The BP will consist of the corporate background, management team, business model, marketing strategies, product roadmap, risk management, and projecting the financial plan.
Abstract 2
1 EXECUTIVE SUMMARY 7
2 CORPORATE BACKGROUND 9
2.1 About STAD 9
2.2 Vision and Business Description 10
2.3 Company History 10
2.4 STAD’s Philosophy 11
3 PRPDUCTS OVERVIEW 13
3.1 Magnesium-DX-139 Alloy Description 13
3.2 Products Roadmap and Model 13
3.3 Available Products Model and Size 17
3.4 Comparison 18
3.5 Product Competitive Advantages 19
3.6 New Research and Development Activities 24
4 MARKET ANALYSIS 25
4.1 Industry Description and Business Environment 25
4.2 Application Markets 30
4.3 General Trends 30
4.4 Market Structure by Applications 31
5 STRATEGY 35
5.1 Mission 35
5.2 STAD Positioning 35
5.3 Target Applications and Objectives 35
5.4 Enter Strategy 39
5.5 The Stages of Business Growth 40
Stage I: Seeking Application Categories (short-term, 0-3 years) 40
Stage II: Leadership in Establishing Material’s Industrial Standard (mid-term, 4-8 years) 45
Stage III: Strategic Promotion of the STAD Brand (long-term, >9 years) 49
5.6 Strategy- technological lead and economies of scale 53
5.7 Sales Strategies 54
5.8 Pricing 55
5.9 Keys to Success 55
6 Risk Management 57
7 ORGANIZATION AND MANAGEMENT 60
7.1 Personnel 60
7.2 STAD Group Structure Tree Chart 61
8 FINANCE 63
8.1 STAD Revenue Sources and Sales Forecast 63
8.2 Funds Required and Use 66
8.3 Enterprise Value Projection (Projection method: DCF; Cost of equity: 15%) 67
8.4 The Discounted Free Cash Flow Model for a Complete Business 68
8.5 Financial Summary 69
References 71
X. APPENDICES 74
A. U.S. IMPORTS FOR CONSUMPTION AND EXPORTS OF MAGNESIUM 74
B, Years 2000 - 2005 Primary Magnesium Production 74
C, ISO 26202:2007 Magnesium and magnesium alloys 75
D. Premier Die Casting Company: Summary of Facility List Avenel Plant 78 |
| Reference: | 1. Du Pont-Toray Co. Ltd , 1998 < http://www.toray.com/aboutus/profile/pro_1990.html>
2. U.S. Geological Survey, Mineral Commodity Summaries, January 2009
3. http://www.world.sony.com/JP/CorporateInfo/index.html>as of November 20, 1999.
4. Abbott, T.; Murray, M.; Dunlop G., in Magnesium Technology 2006, San Antonio, TMS 2006, p. 481 - 485
5. American Metal Market. July 5, 2001. “TKS Forms Company to Perform Magnesium Sheet Output R&D.” http://www.findarticles.com/ p/articles/mi_m3MKT/is_129_109/ ai_76473393.
6. American Metal Market. June 2, 2005. “MB Europe free market price, magnesium.” http://www.findarticles.com/p/articles/mi_m3M KT/is_30-3_112/ai_n6135784.
7. Bungeishunju Henshubu [The Editorial Department of the Bungeishunju], "Nippon saihen: Kono Bungeishunju, November 1999, pp. 94-106.
8. Chinese-language Apply Daily report( Mar 11, 2009)
9. Deakin University. 2005. “Wrought Magnesium 6. Liang, D. and C.B. Cowley. May 2004. “The Research.” Advanced Materials, Manufacturing, Twin-Roll Strip Casting of Magnesium.” JOM, and Performance Group, School of Engineering, pp. 26-28. Deakin University.
10. Development of Toray] (Tokyo: Toray, 1999b)
11. Du Pont-Toray Co. Ltd., A Coalescence of Two Cultures: The 30-Year History of Du Pont-Toray Dunlop, G.; Abbott, T.; Murray, M.; Bettles, C.; Gibson, M.; in Proceedings International Magnesium Association World Conference, Beijing, IMA 2006, p. 24 – 33
12. Hamer S., B. Taraglio, and C. Romanowski. The Minerals, Metals, & Materials Society, October 2002. “Continuous Casting and Rolling Littleton, Colorado, pp. 107-112. of Aluminum: Analysis of Capacities, Product
13. http://minerals.usgs.gov/minerals
14. http://www.roskill.com/reports/magnesium
15. International Magnesium Association. (2005). Physical Properties: EMI Shielding. Magnesium Resources. Available: http://www.intlmag.org/phys23.aspx\
16. Kennerknecht, S. Potential Investment Casting Market. Paper presented at the 12th Annual AeroMat Conference of the American Society for Metals, Long Beach, CA. (2001, June)
17. Kramer, D. U.S. Geological Survey.(2003). Magnesium.
18. Kramer, D.A. 2004. “Magnesium in the Third Quarter 2004.” Mineral Industry Surveys.
19. Magnesium Elektron. Recycling Economics. <http://www.magnesium-elektron.com> (2005, September)
20. MAGNESIUM MONTHLY REVIEW, Volume 38 No.1 Covering the news for January 2009 (Thru February 28, 2009)
21. Metal-Pages < http://www.metal-pages.com/newsletters/200802/>
22. Newspaper (Digitimes) 11-April-2009
23. Office of FreedomCAR and Vehicle Technologies United States Department of Energy. (2005, April). Progress Report for Automotive Lightweighting Materials. http://www.eere.energy.gov/vehiclesandfuels/resources/fcvt_reports.shtml
24. Park, S.S., J. Lee, H. Lee, K. Shin, and N. Kim. http://www.deakin.edu.au/engineering/research/ 2004. “Development of Wrought Mg Alloys via ammp/188. Strip Casting.” Magnesium Technology 2004.
25. Porter, Michael E., The Competitive Advantage of Nations (New York: The Free Press, 1990)
26. Roskill Metals and Minerals Reports <http://www.roskill.com/reports/magnesium>
27. Schaumburg, IL: American Foundry Society.
28. Statecasts, Incorporated. AFS Metalcasting Forecast and Trends 2005. (2004)
29. Teijin Limited, Homepage of Teijin Limited <http://www.teijin.co.jp> (as of November 20, 1999.)
30. The Economics of Magnesium Metal, Roskill, 10th edition, 2008
31. The Minerals, Metals & Materials Society (2005, August). The Global Magnesium Industry: Review and Forecast. (2005, August) JOM, Volume 57, Number 8, p. 4.
32. Toray Industry, Inc., Homepage of Toray Industry, Inc., < http://www.toray.co.jp/kaigai.html>
33. U.S. Geological Service, Washington, D.C. http://minerals.usgs.gov/minerals/pubs/ commodity/magnesium/mgmis3q04.pdf
34. von Gal, R. January 2000. “The Aluminum Ranges, and Technologies.” Light Metal Age, Sheet Mill for the New Millennium.” Aluminum, pp. 6-17. Vol. 76, pp. 1010-1014.
35. http://www.magnesium-elektron.com/data/downloads/262.pdf
36. http://minerals.usgs.gov/minerals/pubs/commodity/magnesium/magnemyb03.pdf |
| Description: | 碩士
國立政治大學
國際經營管理碩士班(IMBA)
91933010
97 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0091933010 |
| 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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