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研究生:李彦磊
研究生(外文):Breitenmoser, Peter
論文名稱:雙邊國際貿易公司商業計劃書
論文名稱(外文):Business Plan of a Binational Trade Company
指導教授:林月雲林月雲引用關係
指導教授(外文):Lin, Carol
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:2016
畢業學年度:104
語文別:英文
論文頁數:106
中文關鍵詞:國際貿易產品選擇過程物流台灣瑞士
外文關鍵詞:international tradeproduct selection processlogisticsTaiwanSwitzerland
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This business plan is written for a to-be-founded trade company which focuses on the trade between Taiwan and Switzerland. The environmental analysis (Chapter 4) shows that there are countless opportunities for trade between the two countries. The goal of the company is to find products and solutions with considerable potential. Therefore, this business plan does not focus on just one product; instead a process defines how the company selects and develops the products in its portfolio (Chapter 3). By making these products available in the other country, the company gives Taiwanese and Swiss manufacturers new business opportunities and gives the potential customers better and different solutions to their problems.
The company’s goal is to build long-term partnerships with its suppliers in order to ensure a high level of quality (Chapter 5). The company will set up two logistic centers, one in Taiwan and one in Switzerland, which will be the hubs for standardized and efficient distribution processes (Chapter 7). In order to keep the costs low during the first years, marketing and sales (Chapters 8 and 9) will focus most of its activities on B2C products which are mainly sold through ecommerce activities. Finally, the financial forecasts (Chapter 10) show that there is a very high level of uncertainties for the financial success of the company. Therefore the cost structure of the company must be highly flexible to be adjustable to the company’s growth.

1. Introduction 1
1.1. The Team 1
1.2. Current Situation of the Company 2
1.3. Goal of This Business Plans 3
1.4. Currency Rate 3
1.5. Product 3
2. Business Strategy of the Company 5
2.1. Mantra 5
2.2. Vision 5
2.3. Mission Statement 5
2.4. Business Model 5
2.5. Organization Chart 7
2.6. Creating Competitive Advantage 8
2.7. General Success Factors for an International Trading Company 9
2.8. Business Ethics 10
3. Market Entry and Expansion Strategy 12
3.1. Overview: The Product Selection and Development Funnel 12
3.2. Market Research – Filling the Product Funnel 14
3.3. Step 1: Product Evaluation 16
3.3.1. Scoping 17
3.3.2. Build Business Case 17
3.3.3. Development 17
3.3.4. Testing & Validation 18
3.4. Step 2: Product Launch 18
3.5. Step 3: Market Penetration 19
3.6. Step 4: Product Development 21
3.7. Step 5: Market Development 22
4. Environmental Analysis 25
4.1. General Business Environment Analysis 25
4.1.1. General Business Environment Taiwan 25
4.1.2. General Business Environment Switzerland 27
4.1.3. Trade between Taiwan and Switzerland and Industries with Potential 30
4.2. Competitors’ Analysis 34
4.3. Setting up the company legally 35
4.4. Most Relevant Taxes and Tariffs 37
4.4.1. Corporate Taxes 38
4.4.2. Value Added Taxes 38
4.4.3. Tariffs 39
4.5. Other Relevant Regulations 40
4.6. SWOT Based on Key Findings 41
5. Roadmap 43
5.1. Phase 1: Foundation 43
5.2. Phase 2: Focus on B2C Products Sourced in Taiwan 43
5.3. Phase 3: Focus on B2C Products Sourced in Switzerland 44
5.4. Phase 4: Focus on B2B Products 45
6. Sourcing 47
6.1. Choosing the Suppliers 47
6.2. Supplier Development Strategy 48
6.3. Preferred Terms 48
6.4. Quality Assurance and Control 49
6.5. Exchange of Information 50
7. Logistics 52
7.1. Overview of the Logistic Process 52
7.2. Logistic Centers 53
7.3. Incoming Shipments 54
7.4. International Intercompany Shipments 54
7.4.1. Postal Service 55
7.4.2. International Express Delivery 55
7.4.3. Ocean Freight 56
7.5. Outgoing Shipments 57
7.6. Inventory Management 57
7.6.1. Defined Inventory Principles 58
7.6.2. Product Data Management 59
8. Marketing and Communication 60
8.1. Difference between Taiwan and Switzerland 60
8.2. Market potential, Size, and Share 60
8.3. Product 63
8.4. Price 64
8.4.1. Discounts 64
8.4.2. Payment Period 65
8.5. Place 65
8.5.1. Ecommerce: Website 65
8.5.2. Ecommerce: Online Sales and Communication Platforms 67
8.5.3. Retailers 68
8.5.4. Direct Sales: Door-to-door 70
8.6. Promotion 70
8.6.1. Online Communication Activities 70
8.6.2. Online Advertising 71
8.6.3. Direct Mailing 71
8.6.4. Newsletters 72
9. Sales and Customer Services 73
9.1. Sales Team 73
9.2. Relevant Technologies and Trends 73
9.3. Customer Satisfaction Initiatives 74
10. Financial Analysis 75
10.1. Initial Situation: Opening Balance Sheet 75
10.2. Net Sales Plan 75
10.2.1. Other Scenarios 76
10.3. Forecasted Income Statement 78
10.4. Forecasted Balance Sheet Development 81
10.5. Forecasted Cash Flow Statement 83
10.6. Financial Ratios 85
11. Exit strategy 87
12. Conclusion 89
Reference 90
1. Appendix: Ansoff Matrix 97
2. Appendix: Best Countries for Business – Forbes 98
3. Appendix: Ease of Doing Business in 2016 – World Bank 99
4. Appendix: Exports and Imports 2015 – Taiwan 100
5. Appendix: Exports and Imports 2015 – Switzerland 102
6. Appendix: UPS Sample Quote for Express Delivery 104
7. Appendix: UPS Sample Quote for LCL 105


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