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研究生:潘尼可
研究生(外文):Nicholas Panzica
論文名稱:隱形牙套矯正器送到家 - 商業案例研究
論文名稱(外文):Clear Aligners Direct To You - A Business Case Study
指導教授:陳家麟陳家麟引用關係
指導教授(外文):Chialin Chen
口試委員:曹承楚楊曙榮
口試日期:2019-06-02
學位類別:碩士
校院名稱:國立臺灣大學
系所名稱:資訊管理學研究所
學門:電算機學門
學類:電算機一般學類
論文種類:學術論文
論文出版年:2019
畢業學年度:107
語文別:英文
論文頁數:55
中文關鍵詞:口腔正畸明确的矫正器直接面向消费者
DOI:10.6342/NTU201901219
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ABSTRACT
This business plan was created to determine the feasibility of starting a business in the clear aligners industry in Taiwan. In the last few years, Align Technology has seen their patents expire on their widely successful and lucrative product, Invisalign. Recently a number of companies have entered the U.S. market to much fanfare and their resulting offerings look to be gaining market share and influence. Seeing as Taiwan currently only offers the expensive Invisalign product, I see an opportunity to undercut their business and offer a near identical product at a fraction of the price.
Smiles Aligned will be an online, teledentistry business that aims to provide its customers with clear aligners to move and straighten their teeth at a fraction of the cost that’s typically required of either traditional braces or the more expensive Invisalign system. We also plan on offering ancillary products that are complementary to the dental industry such as teeth whitening, retainers, anti-snore devices, and possibly even an affiliate program to allow other dental products to reach our customers.
Our products will be aggressively marketed through our website which will also be the main point of contact for sales and customer support. Customers will be encouraged to create a profile on our website to order an impressions kit which when mailed back, will allow us to generate a 3D form of their mouth. If they prefer a more hands on approach, we will help
them make an appointment with a partner dentist who will determine if they’re an applicable candidate for our company, and if so, will take a 3D form of their mouth and send it to us.
We plan on utilizing social networking and various influencers to market our product to young adults and professionals. We will also offer a bonus program to dentists for referring paying customers to our company and for being a partner in helping us to 3D scan customers mouths.
Our plan to compete with traditional orthodontists’ offerings of braces and Invisalign on price and availability while keeping the highest quality is our main drive. Our overall strategy to penetrate the market will encompass the following:
Consumer education to create awareness of our product, showcase the quality of our product, and assuage customers fears of our non-traditional orthopedics experience.
Table of Contents
ABSTRACT ............................................................ I
LIST OF ILLUSTRATIONS ......................................................... V
LIST OF FIGURES AND TABLES ..................................... VI
1. EXECUTIVE SUMMARY................................ 1
1.1 MARKET ANALYSIS .............................................. 1
1.2 MARKET SEGMENTATION .................. 2
1.3 PRODUCTS AND SERVICES ........................ 4
1.4 FINANCIAL CONSIDERATIONS .................... 4
2. COMPANY INTRODUCTION AND BACKGROUND ................... 6
2.1 BUSINESS SUMMARY ....... 6
2.2 POSITIONING AND OPPORTUNITIES ........................ 6
2.3 PERSONNEL ARRANGEMENT ............................................. 8
3. PRODUCTS AND SERVICES ................................ 11
3.1 PRODUCTS AND SERVICES PROVIDED ............................. 11
3.1.1 PRODUCTS OFFERED ............................ 11
3.1.2 SERVICES OFFERED ............................ 11
3.2 PRICING STRATEGY .................................. 12
3.3 VALUE PROPOSITION .................................. 15
3.4 ANTICIPATED DEMAND ..................... 15
3.5 PORTER’S FIVE FORCES ................................. 16
4. TACTICAL MARKETING ............................................................................................. 21
4.1 MARKETING PLAN ........................................................................................................... 21
4.2 CUSTOMER MANAGEMENT................................................................................................ 23
4.3 TARGET CONSUMERS ....................................................................................................... 24
5. OPERATIONS............................................................................................................ 25
5.1 ORGANIZATIONAL CHART .................................................................................................. 25
5.1.1 KEY PERSONNEL ........................................................................................................ 25
5.2 MANAGEMENT AND OWNERSHIP ........................................................................................ 27
5.3 CUSTOMER PURCHASE EXPERIENCE ..................................................................................... 27
5.4 PRODUCTION PROCESS ..................................................................................................... 28
5.4.1 INVENTORY ............................................................................................................. 31
5.4.2 START-UP PLANT AND EQUIPMENT ............................................................................... 32
5.4.3 TECHNOLOGY ........................................................................................................... 32
5.4.3.1 HARDWARE ....................................................................................................... 33
5.4.3.2 SOFTWARE ........................................................................................................ 33
5.4.3.3 WEBSITE ........................................................................................................... 34
5.4.4 QUALITY CONTROL .................................................................................................... 35
5.5 PAYMENT OPTIONS ......................................................................................................... 35
5.6 FUTURE OPERATIONS ....................................................................................................... 36
6. RISK MANAGEMENT ................................................................................................ 38
6.1 RISK ASSESSMENT ........................................................................................................... 38
6.2 LEGALITY ....................................................................................................................... 38
7. FINANCIALS ............................................................................................................. 40
7.1 ASSUMPTIONS ................................................................................................................ 40
7.2 PROJECTED START-UP COSTS ............................................................................................. 41
7.3 BALANCE SHEET FORECAST ................................................................................................ 42
7.4 PROFIT AND LOSS FORECAST .............................................................................................. 43
7.5 EXPECTED CASH FLOW ..................................................................................................... 46
7.6 BREAK-EVEN ANALYSIS ..................................................................................................... 49
REFERENCES ........................................................................................................................ 50
APPENDICES ........................................................................................................................ 52
APPENDIX 1 – SURVEY QUESTIONS .................................................................................. 52
References
Chappelow, Jim. “Porter’s 5 Forces Definition.” Investopedia. Accessed May 14, 2019. https://www.investopedia.com/terms/p/porter.asp. Ch 3
Ganatra, J, and D Fadia. “Undergraduate Orthodontic Education: Is There a Slip between the Cup and the Lip?” APOS Trends Orthod, no. 5:91-3 (2016). https://www.apospublications.com/pdf/APOS_Special-Issue_2016_WEB_20160730_V1Copy_compressed.pdf. Ch 1, 3
“Global Clear Aligner (Invisible Braces) Market 2018 by Manufacturers, Regions, Type and Application, Forecast to 2023.” Accessed May 10, 2019. https://www.globalinforesearch.com/info/global-clear-aligner-invisible-bracesmarket-2018-forecast-to-2023_i0223.html. Ch 1
Huang, Chiung Shing, Tsang-Lie Cher, Chun-Pin Lin, and Kai-Ming Wu. “Projection of the Dental Workforce from 2011 to 2020, Based on the Actual Workload of 6762 Dentists in 2010 in Taiwan.” Journal of the Formosan Medical Association 112, no. 9 (September 1, 2013): 527–36. https://doi.org/10.1016/j.jfma.2013.06.011. Ch 3
“Orthodontic Case Acceptance & Practice Growth.” Zuelke & Associates (blog), January 16, 2015. http://zuelke.com/orthodontic-case-acceptance-and-practice-growth/.
Scarborough, Larry. “Self-Perception of Smile Aesthetics and Self-Esteem.” Virginia Commonwealth University, 2011.
https://pdfs.semanticscholar.org/1d53/aebca26f732278672750ebbbc5881511a58a.pdf. Ch 1, 3
Shaikh, Sohail, and Mayuri Srivastava. “Orthodontics Market Overview.” Orthodontics Market by Type (Brackets [Fixed and Removable], Anchorage Appliances [Bands & Buccal Tubes and Miniscrews], Ligatures [Elastomeric Ligatures and Wire Ligatures], and Archwires) and Age Group (Adults and Children) - Global Opportunity Analysis and Industry Forecast, 2017-2023, March 2018. https://www.alliedmarketresearch.com/orthodontics-market. Ch 1
“Taiwan - Taxes on Corporate Income.” Accessed May 10, 2019.
http://taxsummaries.pwc.com/uk/taxsummaries/wwts.nsf/ID/Taiwan-Corporate-Taxes-on-corporate-income. Ch 1, 7
Tanne, Kazuo. “Current Status of Orthodontic Professionals in the Asian Pacific Region,”2016. https://www.researchgate.net/publication/296681374_Current_status_of_orthodontic_professionals_in_the_Asian_Pacific_region_sg=_ScVpQNnA5zge7X3ZwJXnxXGa_sKZvV5iS1IcnHB4Zqna64vDgu_QZ2tQ3W77UVl5Bc03jxqjw. Ch 1
“TAO Annual Meeting 2019 - Digital Workflows and Clinical Application of ClearAligners.” Accessed May 15, 2019. http://www.taoannualmeeting.com/en/data/download/201712/1513326102ZTA4L.pdf Ch 3
“The Top 3 Reasons Orthodontists Disapprove of Invisalign.” The Ortho Cosmos, April 15, 2017. https://theorthocosmos.com/top-3-reasons-orthodontists-disapprove-invisalign/. Ch 4
作者:大家健康雜誌. “整牙價差好大!如何不吃虧?-大家健康雜誌.” 整牙價差好大!
如何不吃虧?-大家健康雜誌. Accessed May 8, 2019.
http://healthforall.com.tw/?action=article_in&id=2314. Ch 1, 3
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