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研究生:柯安娜
研究生(外文):Anastasiya Kurlenia
論文名稱:BanBan 營養棒企劃書
論文名稱(外文):Business plan for BanBan nutrition snack bars
指導教授:葛明伊
指導教授(外文):Miriam Garvi-Charles
口試日期:2017-07-05
學位類別:碩士
校院名稱:國立臺灣大學
系所名稱:企業管理碩士專班
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:2017
畢業學年度:105
語文別:英文
論文頁數:91
中文關鍵詞:snack barsbusiness planTaiwan marketmarketing strategymarket analysis
外文關鍵詞:snack barsbusiness planTaiwan marketmarketing strategymarket analysis
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BanBan company and its brand of snack bars is new company from Taipei, Taiwan, which plans to start operation on January 2018. In the heart of business idea lies wish of two company owners to offer healthy and functional snacks which can improve consumers’ health, mood and overall life quality.
Based on analysis of latest snack market trends BanBan company see big potential for new business. Current business plan in addition to market analysis focus on two main parts: operation strategy and marketing plan for the beginning of company operation. In business plan as well provided financial projections for the first 5 years of operation and reviewed risks, related to business.
Acknowledgment i
List of figures, tables and exhibits iii
1.0 Executive Summary 1
2.0 Introduction 3
3.0 Food Product Development 4
4.0 Market Analysis 7
4.1 Market definition, overview of snack market and snack bars category 8
4.1.1 Snack food market definition 8
4.1.2 Overview of worldwide snack market. Market drivers 9
4.1.3 Global snack market trends 12
4.1.4 Overview of consumers’ behavior 16
4.1.5 Overview of snack bars category 23
4.2 Taiwan snack market 27
4.2.1 Taiwan snack market trends 29
4.2.2 Competition overview 32
4.2.2.1 Five Forces Analysis 34
4.2.3 Market segmentation and target customer group of BanBan 39
4.2.4 Consumer Survey 43
5.0 Company Product and Strategy 48
5.1 Company and product introduction 49
5.2 Business operation strategy 54
5.3 Marketing plan 65
5.4 Risk management 73
6.0 Financial plan 76
6.1 Starting capital 76
6.2 Cost structure 78
6.3 Revenue projection 79
6.4 Break-even analysis 81
7.0 Conclusion 83
8.0 References 84
9.0 Appendix 86
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