請用此 Handle URI 來引用此文件:
http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/73403
完整後設資料紀錄
DC 欄位 | 值 | 語言 |
---|---|---|
dc.contributor.advisor | 曹承礎(Seng-Cho Chou) | |
dc.contributor.author | Sergii Naboichenko | en |
dc.contributor.author | 林莅翔 | zh_TW |
dc.date.accessioned | 2021-06-17T07:32:54Z | - |
dc.date.available | 2019-07-03 | |
dc.date.copyright | 2019-07-03 | |
dc.date.issued | 2019 | |
dc.date.submitted | 2019-05-31 | |
dc.identifier.citation | References
World bank data – country review: https://data.worldbank.org/country/macao-sar-china?view=chart Population Data in SAR MACAU http://worldpopulationreview.com/countries/macau-population/ https://www.gapminder.org/gsdev/index.html?chapterId=popByAgeChapter&popByAgeTool[year]=1950&popByAgeTool[country]=MAC&popByAgeTool[ageGroup]=1&fullScreen=popByAgeTool Alcoholic beverage consumption in SAR Macau - Country report https://www.theiwsr.com/country-reports/ Hong Kong Brandwerk Limited company web-page: http://www.brandwerkmarketing.com/taiwan/ Mental accounting https://www.behavioraleconomics.com/resources/mini-encyclopedia-of-be/mental-accounting/ Hyperbolic discounting http://www.econ.nyu.edu/user/bisina/pshype0822.pdf | |
dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/73403 | - |
dc.description.abstract | Abstract
The Market Target market: SAR Macau is a special administrative region of the People’s Republic of China on the western side of the Pearl River estuary in southern China. As part of the Great China region, Macau is one of the most densely populated region in the world that has approximately has 500,000 people(based on IMF data) in an area of 32.9 square kilometres. After a long downturn and heavy restriction of financial access for gambling activities and money laundry among Chinese communist party officials and leaders of China’s national corporations’, Macau’s economy returned to growth starting in 2017. Beer, liquors, spirits and in particular Scotch and Cognac category boost growth in an overall demand despite 4 years downturn. Alcohol beverage category in Macau segmented and based on inbound and outbound consumption. Tourists are the main drivers for an alcoholic beverages consumption. Strong interest among visitors of Macau in on-trade and off-trade consumption are led by young male and female that are in particular visiting or passing through the territory daily and also by heavy gamblers that gained to have an access to Macau. Significant growth of tourists seen on long weekends and national holidays in Hong Kong, Taiwan and China. Macau remains second most important port of entry to China after SAR Hong Kong, therefore big multinationals are paying high attention to this market, but due to the low taxation & high-risk of trading goods into China, investments into Macau stays limited that led smaller distribution business having a chance to occupy and grow this market. Economy: The economy still heavily dependent on gambling revenues.Chinese government is urging Macau to diversify its industry to bring in more revenue from mainstream tourism and other sources. Demographic: Population in Macau is growing slowly and ageing rapidly. The territory’s Portuguese heritage is an evident in the strength of mix between traditional Portuguese and Macanese culture that had massive influence on a high demand for Portuguese products. Brandwerk Limited Brandwerk Ltd. has started as an independent distribution business in Hong Kong in 2006 and over the 10+ years became a valuable partner for many family owned breweries & distilleries from Europe, America and Australia in markets such as Hong Kong, Taiwan and China. The key differences between Brandwerk and other dominant players in the market are reliability, constant innovations, cost- and value-orientation, transperancy and the most important delivery of the results. Macau remained for us a main territory of distribution that was outsourced to the sub-distributor and now we are ready to allocate finances and grow our presence in there. The intention is to begin with core distribution portfolio of Brandwerk and add-on products that will show a rapid growth. The Finances The business start up costs are mainly funded by retained earnings that was accumulated in other markets and independent director’s investments. Financial projections are very conservative, over estimating costs and assumptions of the worst-case scenario with regards to revenue forecasts. Five-year financial projections reflects healthy growth year-on-year. Using a weighted average assuming a 1:1 sales mix for each variety, the break-even point has been estimated at 27516 units which translates to $4,318,708 MOP in annual sales. At current projections it will be achievable starting from Year 3 onwards. | en |
dc.description.provenance | Made available in DSpace on 2021-06-17T07:32:54Z (GMT). No. of bitstreams: 1 ntu-108-R06749044-1.pdf: 4706915 bytes, checksum: b9741c2d192224f661defdf32772d622 (MD5) Previous issue date: 2019 | en |
dc.description.tableofcontents | CContents
ABSTRACT ii The Market ii Brandwerk Limited iii The Finances iii List of Illustrations viii List of Figures & Tables ix 1. The Market 1 1.1. Environmental analysis 1 2. The Consumer 4 2.1. Segmentation 4 2.2. Market research 4 2.3. Target customers 5 3. Brandwerk 7 3.1. Business description 7 3.2. Business location 8 3.3. Products/services 10 3.4. Value Proposition 11 3.5. Pricing & Business model 17 3.6. SWOT Analysis 19 3.7. Tactical Marketing 19 4. Communications 21 4.1. Advertising & promotional strategy 21 4.2. Customer management 26 4.3. Sales & Distribution channels 27 5. Operations 28 5.1. Organization chart 29 5.2. Management & ownership 30 5.3. Key personnel, Inventory & Technology 31 6. Risk Management 38 7. The Finances 40 7.1. Assumptions 40 7.2. Start-up costs 41 7.3. Profit & Loss forecast 42 7.4. Expected cash flow 48 7.5. Break-even analysis 53 8. References 54 9. Appendices 55 9.1. Apendix 1 – Products and list countries of origin 55 | |
dc.language.iso | en | |
dc.title | 香港商班德威有限公司-澳門市場發展計畫書 | zh_TW |
dc.title | Brandwerk Ltd. Macau Business expansion | en |
dc.type | Thesis | |
dc.date.schoolyear | 107-2 | |
dc.description.degree | 碩士 | |
dc.contributor.oralexamcommittee | 陳鴻基(Houn-Gee Chen),陳建錦(Chien-Chin Chen) | |
dc.subject.keyword | Brandwerk Ltd. Macau Business expansion,FMCG,Alcohol beverages,Spirits,Beer,distribution business, | zh_TW |
dc.relation.page | 56 | |
dc.identifier.doi | 10.6342/NTU201900814 | |
dc.rights.note | 有償授權 | |
dc.date.accepted | 2019-05-31 | |
dc.contributor.author-college | 管理學院 | zh_TW |
dc.contributor.author-dept | 企業管理碩士專班 | zh_TW |
顯示於系所單位: | 管理學院企業管理專班(Global MBA) |
文件中的檔案:
檔案 | 大小 | 格式 | |
---|---|---|---|
ntu-108-1.pdf 目前未授權公開取用 | 4.6 MB | Adobe PDF |
系統中的文件,除了特別指名其著作權條款之外,均受到著作權保護,並且保留所有的權利。