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研究生:連卉嵐
研究生(外文):Ana Victoria Herrera
論文名稱:以回收材料製作自行車騎士服裝之商業企劃書
論文名稱(外文):LATOYA Conscious Cycling Apparel
指導教授:張大為張大為引用關係
指導教授(外文):Chang, David
口試委員:陳春龍林月雲
口試委員(外文):Chen, SamuelLin, Carol
口試日期:2020-06-01
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:2020
畢業學年度:108
語文別:英文
論文頁數:96
中文關鍵詞:騎腳踏車女人衣著永續性回收哥倫比亞
外文關鍵詞:CyclingWomenClothingSustainabilityRecycledColombia
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This business plan outlines the feasibility and strategy for starting an affordable, stylish, and environmentally mindful cycling apparel brand, dedicated to flattering women’s bodies. The brand main goal is to empower women to achieve their best results while taking part in a meaningful positive impact on our planet.

Over the years, cycling has been presented as a men’s sport and everything was developed to satisfy male riders and their specific needs. Nowadays, with more females entering the cycling market, there is an underlying gap to fulfill their cycling apparel needs in terms of quality, design, and appropriate fit. Besides, fabrics used to create cycling apparel have changed radically over the years; and the evolution towards disposable fashion has also impacted this industry, creating a massive impact on our environment. At LATOYA, we want to take things a step further, creating cycling clothes that not only look and feel good but are also contributing to save and protect our planet by using recycled materials on its fabrics, compostable packaging, and intelligent tags; without sacrificing performance, comfort and style. The business is conceived as e-commerce and it will start reaching the Colombian market.

The data presented in this document provides an optimistic perspective on the viability of the business plan and its financial implications. It shows how the brand can solve a problem with transparency, innovation, mutuality, quality, and empowerment.
1 General Company Description 1
1.1 Company Overview 1
1.2 Name and logo 3
1.3 Mission 3
1.4 Vision 3
1.5 Objectives 4
1.5.1 General 4
1.5.2 Specific 4
1.6 Business Philosophy 4
1.7 Success factors 5
1.8 Product overview 8
1.9 Company Ownership 8
2 Market Analysis 10
2.1 Colombia Economy and Demographics 10
2.2 Textile & Apparel Industry Overview 15
2.2.1 Textile Process 18
2.3 Cycling Apparel Market Landscape 19
2.4 Business Opportunity 25
3 Strategic Framework 27
3.1 Business model canvas 27
3.1.1 Customer Segments 27
3.1.2 Value Proposition 29
3.1.3 Channels 29
3.1.4 Customer Relationships 31
3.1.5 Revenue Streams 31
3.1.6 Key Partners 31
3.1.7 Key Resources 32
3.1.8 Key Activities 32
3.1.9 Cost Structure 33
3.2 Competitors Analysis 33
3.2.1 Michael E. Porter's Five Forces 34
3.3 SWOT Analysis 35
3.3.1 Strengths 35
3.3.2 Weaknesses 36
3.3.3 Opportunities 36
3.3.4 Threats 36
3.4 TOWS Matrix 37
3.4.1 Strengths/Opportunities Strategies 37
3.4.2 Strengths/Threats Strategies 37
3.4.3 Weaknesses/Opportunities Strategies 37
3.4.4 Weaknesses/Threats Strategies 37
4 Operational Plan 38
4.1 Manufacturing and Production Process 38
4.1.1 Certifications 43
4.1.2 Quality Control 44
4.1.3 Designing Process 45
4.2 E-commerce Operations 46
4.2.1 Website Builder Provider 46
4.2.2 Payment Systems Gateways 47
4.2.3 Shipping and Fulfilment Service 48
4.3 Inventory Management 49
5 Marketing Plan 50
5.1 Marketing Research 50
5.2 Methodology 50
5.2.1 Objectives 50
5.2.2 Market Research Results 51
5.3 Marketing Segmentation 58
5.4 Marketing Mix Strategy 60
5.4.1 Product Strategy 60
5.4.2 Price Strategy 63
5.4.3 Promotion Strategy 65
5.4.4 Place Strategy 67
5.4.5 Packaging Strategy 67
5.4.6 Positioning strategy 68
6 Management and Organization 71
6.1 Organizational structure 71
7 Financial Plan 73
7.1 Assumptions 73
7.1.1 Startup Cost 73
7.1.2 Sales and Revenue Forecast 74
7.1.3 Cost of Goods Sold 76
7.1.4 Operating Expenses 77
7.2 Income Statement Base Scenario 79
7.3 Net Present Value Analysis 80
7.4 Scenario Analysis 81
7.4.1 Worst Case Scenario – COVID-19 82
7.4.2 Best Case Scenario 82
8 Conclusion 85
9 References 87
10 APPENDIX 94
10.1 Appendix A: Market Research Questionnaire 94
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