進口阿根廷葡萄酒到台灣市場

Abstract

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The proposed business plan is to import three varieties of Argentina wine from Catena Zapata Vineyard, the World’s Best Vineyard in 2023, to the Taiwan market. The idea emerged when I noticed that early drinkers with basic wine knowledge from the middle-high class started to develop an interest in New World wine. This business proposal revolves around the establishment of a company named Argentina Wine Company that aims to import and sell Argentina wine in the Taiwan market. The proposal is divided in 11 chapters. The first three chapters explain the motivation of the business, the business overview, and the wine market overview through different literature reviews to get familiar with the complex world of wine. Chapter Four develops the interview with wine industry experts including sommeliers, wine even hosting, wine cellars, and alcohol retail stores. The findings allow us to develop the Business Model Canvas framework for our business. Our target will be early drinkers seeking guidance to consume New World wine that has trouble distinguishing what wine is suitable for each occasion and the purchase is guided by the price and country brand without full knowledge. To relieve these pains, they will be able to share their experiences and acquire additional knowledge from professionals through our website and our social media platforms (Facebook and Instagram) and monthly wine-tasting events. The idea is to develop, maintain, and grow the number of customers, for this heavy investment in marketing and promotion will be necessary. Furthermore, Key partnerships such as the Argentina Trade & Cultural Office in Taiwan will serve to give the brand a more professional status while Wine experts and Media outlets related to wine will serve to boost the product’s awareness through digital platforms. Participation in wine event festivals to create product awareness between B2B and B2C segments will be another source of promotion. Lastly, developing a relationship with alcohol retail stores that can not only recommend our product but educate the consumer, will be essential to the sustainability of the business. Our revenue source will come from the sale of the product in alcohol retail stores and monthly wine-tasting event fees. The cost structure will include business establishment (Business registration and license fees), and operational and administration expenses aside from the mentioned marketing and promotion costs. Finally, a five-year objective and key challenges along with the financial plan structure for the business are given in the last chapters.