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研究生:羅賓
研究生(外文):Ruben Honores
論文名稱:進口祕魯傳統酒精飲料Pisco至台灣
論文名稱(外文):Introducing Peruvian Pisco to the Taiwan Market
指導教授:沈永正沈永正引用關係
指導教授(外文):Shen, Yong Zheng
學位類別:碩士
校院名稱:國立政治大學
系所名稱:國際經營管理英語碩士學位學程(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:2010
畢業學年度:99
語文別:英文
論文頁數:45
中文關鍵詞:Pisco 祕魯傳統酒精飲料
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進口祕魯傳統酒精飲料Pisco至台灣
INTRODUCING PERUVIAN PISCO TO THE TAIWAN MARKET
By
Ruben Honores

From the mysterious lands of Peru and its ancient culture, the world is in the process of discovering one of Peru’s finest products, a spirit known locally with the name of Pisco.

Pisco is a distilled beverage, a kind of brandy made of special grapes that grow in certain regions of Peru. Its fame has already become international and not only me but the whole alcohol connoisseurs community are certain it will become one of the newest top exotic spirits in the world in the near future. Having won several international awards locally and in foreign countries in continents like Europe, Peruvian Pisco has already built a good reputation among the connoisseurs. With an exotic aroma, unique taste and historical background, this distilled beverage is one of the nicest and most popular memories foreigners take back to their countries once they visit Peru or after they had the luck to visit one of the few Peruvian food restaurants in the world. It is no wonder that despite the not aggressive exporting initiatives of Pisco producers in Peru, its fame has been continuously growing mostly due to the positive word of mouth a quality and unique beverage like Pisco enjoys. And if we want to talk specifically about the Taiwanese market, taking in consideration the results of the tasting I did myself during the 2008 Taipei Food International Fair and the famous Elle Taiwan magazine quotating Pisco Sour (a derived cocktail) as one of the next “In” things in the near future, mainly reinforced the idea that a well executed strategy for introducing Pisco in the Taiwan market would be extremely rewarding.

The following business plan aims to show the potential success of introducing Peruvian Pisco to the Taiwanese market. Making use of efficient marketing tools and strategies like social media and word of mouth advertising, a bottom-up sales approach that keeps the initial costs on the line and low up-front capital requirements, strong networking, and by using realistic bottom-up financial assumptions, this plan makes use of practicality, efficiency and the uniqueness of this Peruvian spirit to successfully show the viability and great success this endeavor would enjoy in the Taiwan market.

Abstract i
TABLE OF CONTENTS ii
1. Executive Summary 1
2. Problem 3
3. Solution 3
4. Meaning and Mantra of our company 3
5. Business Model 5
Acquire and keep customers 6
Produce goods or services 6
Lower costs 6
Deliver those goods and services to the market 7
6.1 SWOT Analysis 8
Strengths 8
Weaknesses 9
Opportunities 10
Threats 11
6.2 Five Forces Analysis 12
Bargain Power of Suppliers 12
Bargain Power of Buyers 12
Rivalry among existing competitors 12
Threat of New entrants 13
Threats of substitutes or alternative products 13
6.3 Our Solution to a Consumers’ Problem 14
6.3.1 Consumer Problem 14
6.3.2 Solution to the Consumer Problem 15
7. Positioning and Branding 17
8. Target Customers 20
Young Professionals 20
Alcohol Connoisseurs 21
“Fashionistas” 21
9. Competition 23
10. Marketing Strategy 25
10.1 Product 25
10.2 Promotion 28
10.3 Place 30
10.4 Pricing 32
11. Financial Projections and Key Metrics 33
11.1 Sales Objectives 34
12. Appendix – Financial Detail 37


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