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研究生:楊偉基
論文名稱:傳統中式製造產業的策略規劃
論文名稱(外文):A Strategic Plan for a Traditional Chinese Manufacturing Enterprise
指導教授:朱時龍
學位類別:碩士
校院名稱:國立政治大學
系所名稱:國際經營管理碩士班(IMBA)
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2008
畢業學年度:96
語文別:中文
論文頁數:50
中文關鍵詞:傳統中式製造產業
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傳統中式製造產業的策略規劃
Productos On Hong wants to push its competitor Lee & Quiros out of the market. To achieve this goal, the company requires a strategic move to drive out the competition while achieving a reasonable profit. Productos On Hong would develop new markets and establish 2 alliances: 1) Pastas Vigui 2) Molinos de Costa Rica. Pastas Vigui is a manufacturer. It has been supplying noodles to Lee & Quiros for over a decade. Pasta Vigui sees the growth in sales to the Chinese restaurants is limited because the market segment has reach maturity and Productos On Hong has a high market share. Productos On Hong and Pasta Vigui approached each other to find a win-win solution. The strategic alliance with Pastas Vigui will benefit Productos On Hong in the following ways: - Control the noodle sourcing - Control the Chinese Restaurant market - Stabilize prices in the market - Penetrate other markets in Latin America With these advantages, Productos On Hong will become the only and exclusive distributor of noodles in Costa Rica and along with Pastas Vigui set high barriers of entry. At the other end, the alliance with Molinos de Costa Rica, a source of flour, will help Productos On Hong to lower the cost. By controlling the source of noodles in the country (Alliance with Pasta Vigui) and using an aggresive price strategy, Productos On Hong is expecting to push Lee & Quiros out of the
II
market and increase market share by 30-40% from the current 50%. by 2010. The sales of bread and wan tan are expected to achieving similar results. The annual growth for Chinese Restaurants is around 2-3%, hence company needs to look for new ways to grow and be more profitable, that's why it is crucial to diversify and emerge into new customers segment such as big companies and Universities cafeterias, hotel, supermarkets and others. In order to develop and implement the strategy, operation data were first collected . A critical market analysis followed. Cost of manufacturing and distributing were reviewed next and opportunities for cost reduction identified.
TABLE OF CONTENTS ABSTRACT ………………………………………………………….………………………I ACKNOWLEDGEMENTS ………………………………………….…………………….III TABLE OF CONTENTS…..……………………………………………………………….IV LIST OF TABLES……..…..……………………………………………………………….VI LIST OF FIGURES…..…..………………………………………………………………..VII 1. Executive Summary ............................................................................................ 1 1.1. Company Summary .......................................................................................................... 1 1.2. Company History ............................................................................................................. 1 1.3. Company Locations and Facilities ................................................................................... 1 1.4. Company Past Performance ............................................................................................. 2 1.5. Current market situation ................................................................................................... 6 1.6. Objectives ......................................................................................................................... 6 1.7. Strategic Plan.................................................................................................................... 6 1.8. Expected results................................................................................................................ 7 1.9. Mission ............................................................................................................................. 8 1.10. Keys to Success ................................................................................................................ 8 2. Products ............................................................................................................... 9 2.1. Product Description .......................................................................................................... 9 2.2. Competitive Advantage .................................................................................................. 11 2.3. Cost Structure Analysis .................................................................................................. 11 2.4. Sourcing ......................................................................................................................... 16 2.5. Technology ..................................................................................................................... 17 2.6. Future Products .............................................................................................................. 17 3. Market Analysis Summary ................................................................................18 3.1. Target and Potential Customers Strategy ....................................................................... 19 3.1.1. Additional Marketing Opportunities ....................................................................... 21 3.1.2. The impact of worldwide food supply trends ......................................................... 21 3.1.3. Market Growth ........................................................................................................ 23
V
3.2. Industry Analysis............................................................................................................ 23 3.2.1. Industry Participants ............................................................................................... 23 3.2.2. Participants distribution channels ........................................................................... 24 3.2.3. Competition and Buying Patterns ........................................................................... 25 3.2.4. Main Competitors ................................................................................................... 25 4. Strategy and Implementation Summary ............................................................28 4.1. SWOT Analysis.............................................................................................................. 28 4.1.1. Strengths ................................................................................................................. 28 4.1.2. Weaknesses ............................................................................................................. 29 4.1.3. Opportunities........................................................................................................... 30 4.1.4. Threats..................................................................................................................... 30 4.2. Value Proposition ........................................................................................................... 31 4.3. Competitive Edge ........................................................................................................... 32 4.4. Positioning Statement ..................................................................................................... 32 4.4.1. Pricing Strategy ....................................................................................................... 33 4.4.2. Promotion Strategy ................................................................................................. 33 4.4.3. Distribution Strategy ............................................................................................... 35 4.5. Sales Strategy ................................................................................................................. 35 4.6. Strategic Alliances.......................................................................................................... 36 4.6.1. Strategic Alliance with Vigui (OEM) ..................................................................... 36 4.6.2. Strategic Alliance with Molinos de Costa Rica ...................................................... 39 4.6.3. Case Scenario Analysis ........................................................................................... 39 4.6.4. Sales Forecast.......................................................................................................... 41 5. Financial Plan ....................................................................................................43 5.1. Personnel Plan ................................................................................................................ 43 5.2. Projected Profit and Loss ............................................................................................... 44 5.3. Projected Cash Flow....................................................................................................... 47 5.4. Projected Balance Sheet ................................................................................................. 49 6. Milestones .........................................................................................................50 7. Conclusions .......................................................................................................50
VI
List of Tables Table 1. Past Performance .............................................................................................................. 2 Table 2.On Hong sales .................................................................................................................... 5 Table 3. Company’s Net Margin by product, Jan 08 .................................................................... 14 Table 4.Change in unit price by Feb 08 ........................................................................................ 15 Table 5.Change in unit cost by Feb 08 ......................................................................................... 15 Table 6. Company price vs. competitor price ............................................................................... 16 Table 7. Current Market Potential Analysis ................................................................................ 18 Table 8. Future Market Potential Analysis .................................................................................. 19 Table 9. Market share company vs. competition .......................................................................... 24 Table 10. Prices company vs. competition ................................................................................... 34 Table 11. Assumption for Chop Suey ........................................................................................... 40 Table 12. Assumption for White Bread ........................................................................................ 40 Table 13. Assumption for Buns .................................................................................................... 40 Table 14. Assumption for Wan Tan .............................................................................................. 41 Table 15. Sales forecast Alliance with Vigui ................................................................................ 42 Table 16. Personnel Plan.............................................................................................................. 44 Table 17. Pro Forma Profit and Loss ............................................................................................ 45 Table 18. Pro Forma Cash Flow ................................................................................................... 48 Table 19. Pro Forma Balance Sheet .............................................................................................. 49
VII
List of Figures Figure 1. Sales by product (2007) ................................................................................................... 3 Figure 2. EBIT by product (2007) .................................................................................................. 4 Figure 3. Expected results ............................................................................................................... 7 Figure 4. Company's Average Cost .............................................................................................. 11 Figure 5. Distribution by raw material .......................................................................................... 13 Figure 6. Wheat international price .............................................................................................. 22 Figure 7. Sales by Year Alliance with Vigui ................................................................................ 43 Figure 8. Gross Margin Yearly ..................................................................................................... 46 Figure 9. Profit Yearly .................................................................................................................. 47
1. Harvard Business School Press. 2007. Creating a business plan. Harvard Business School Publishing Corporation. 2. Harvard Business Essentials. 2005. Strategy. Harvard Business School Publishing Corporation 3. Fred R., David. 2003. Conceptos de Administración Estratégica. 9th ed. Pearson Education, Mexico. 4. Gaither, Norman and Frazier, Greg. Administración de producción y operaciones. 8th ed. Thomson Editores. 5. Porter, Michael E. Competitive Estrategy.26th ed. CECSA S.A. 6. Porter, Michael E. Competitive Advantage.18th ed. CECSA S.A. 7. Hill, Charles W.L. Strategic Management Theory. 7th ed. Houghton Mifflin 8. Brealey, Richard A., Myers, Stewart C. and Allen, Franklin. Corporate Finance. 8th ed. McGrawhill International Edition. 9. Antle,Rick and Grastka, Stanley J. Financial Accounting. 2nd ed. Thomson SouthWestern.
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