full example here (1.2 MB, pdf)

TABLE OF CONTENTS
Autobiography _________________________________2
Resume _______________________________________3-4
Final Project Proposal __________________________5-12
Company Profile ____________________________5
Price Point of Products ______________________5-7
Distribution Channels _______________________7-8
Definition of Final Thesis Project _____________8-9
Personal Interest ____________________________9-10
Target Market ______________________________10-11
Competitors ________________________________11
SWOT Analysis _____________________________12
Form of Final Project ___________________________13-14
Timeline _______________________________________15
References
1
2
Final Project Proposal
Company Profile
Lollia, created by Margot Elena, is a luxurious and sophisticated line of
bath, body and lifestyle products. It is a fairly new company, and is
making quite a mark globally. Sold in boutique stores internationally,
the company offers a wide range of luxurious products for personal care
and comfort. Beautiful and intricate designs with old-fashioned
typographic sensibilities, combined with a lust-worthy scent, leave you
feeling pretty as a peach. This line is perfect for gift giving or self gift
giving.
Price Point of Products
* Prices different by the size
Hand cream- $6.50- $8.00- $24.00
Candles- $32.00- $56.00- $72.00- $102.00
1
6
Bubble bath- $32.00- $49.00
Perfumes-$9.00- $20.00- $44.00- $46.00
Soups-$30.00 for a set of 3- $134.00 for a set of 9 with reserve glass bowl
1
7
Bath salts- $24.00
Distribution Channels
Store Locator:
The pink represents states with available Lollia stores.
Some examples of stores in California that authorized Lollia chapter
boutiques:
1
!
Bathe
!
CCJ
!
Dreamy
!
Tableaux . . .
8
Lollia product resellers:
!
Anthropologie
!
Diamonds & Rust
!
Fred Segal
!
Ivy Glen . . .
Online shopping
Lollia official website:
Other online shopping websites:
!
Amazon.com
!
Novel boutique
!
SpaMarket.net
!
Sudsreport.com . . .
Definition of Final Thesis Project
1
9
The trend for many companies is to grow their brand through global
markets. My final thesis project would be to import a U.S based brand
name- Lollia to Taiwan. Lollia is created by designer Margot Elena who
has innovated luxurious formulas and signature packaging for over a
decade.
I still can see the market of finely made lifestyle items that are present
in the personal care industry in Taiwan. There are few brands of
competing company types that currently exist in Taiwan.
That is,
there is little differentiation between brands currently in
Taiwan. But I think Lollia has a strong brand identity that can resonate
with Asian customers.
The Lollia retail stores would be opened in certain department stores
and some particular neighborhoods within Taiwan. Based on this being
the introduction stage of the brand in Taiwan, I would begin by carrying
the most popular items sold in the U.S. The product line will be
increased later when customers become familiar with Lollia’s products.
Personal Interest
Due to my experiences while studying abroad, I have seen many people
want to buy products from certain brands, but there are currently no
channels of distribution in Taiwan or Asia. This situation has enabled
online auction businesses to grow their sales. Many of my friends are
doing this type of business online serving their Taiwanese clients as a
1
10
path to procure certain products, while earning money from the
commission on every deal they make.
As an international student for many years, I like to observe and
research what brands that are going to be imported into the Asian
market. If they do have stores in Asia, I always compare the difference
of pricing with the original country. Most of the result of my comparison
is that the pricing in the other imported country can usually bring a
trading company a certain amount of profit. Many companies even
create a whole new brand image, and raise the pricing strategy which
helps them to increase their profit.
The reason that I choose to go with the beauty industry is basically my
personal preference. I like to try new products such as hand cream, feet
cream, shampoo, body lotion…etc. from different brands, and find out
the best quality with an affordable price. Therefore, I have more
understanding about the lifestyle item market in Taiwan, and I would
like to develop my idea of business based on the information that I
already have.
Target Market
Geographic:
!
Metropolitans in Taiwan
!
Basically Taipei, Taichung, and Kaohsuang
Demographic:
!
1
Women age in 25- 35
11
!
High educated and high income
!
Upper-middle social class
!
Can be married or single
!
Usually have adequate personal income to dominate
Psychological:
!
Like to live a life of pleasure and enjoyment
!
Are open-minded and self-confident
!
Like to maintain and create personal style of living
!
Are young at heart, and optimistic
!
Enjoy art or music
!
Have good sense of styling
!
Like to have challenges in life
Social Behavior:
!
Travel a lot for developing self global knowledge
!
Like to spend time with friends at coffee shop
!
Are technologically savvy
!
Maintain stylish image for all occasions
Target customers
Demographic statistics
Ages
Female
Male
Total
25~29 years
984,295
1,014,502
1,998,797
30~34 years
912,357
923,631
1,835,988
35~39 years
917,352
932,908
1,850,260
*(Red: focus market)
Source: Taiwan government official website- population statistics
1
12
Competitors
Even though the personal care industry in Taiwan is still in its infancy and
thus has growth potential, there are some competitors that have already
begun to build their brands in Taiwan. The following are some competitors
from different countries with different price points:
Direct competitors-
!
Minor competitors- drug stores in Taiwan who sell products that are
imported from Japan and those products are usually have the top
ranking sales in Japan. The price point here is less expensive than the
direct competitors.
SWOT Analysis
Strengths:
!
It is a developing industry and market in Taiwan
!
More understanding of personal care industry based on the
experiences in the U.S.
1
13
Weaknesses:
!
Importing goods may need to be charged more taxes which
lower the company profit
!
Needs more effort on communication with foreign employees
in order to maintain the company consistency
Opportunities:
!
Customers start to be concerned about their life quality
!
The lifestyle items have been booming in recent years
!
Competitors already have certain market share in Taiwan
!
This is a new brand name to Taiwanese market
Threats:
1
14
Form of Final Project
1.
Executive Summary
2.
Mission Statement
2.1Company overview
2.2Mission statement
3.
Market Analysis
3.1Market research
3.2Target market
3.3Competitive analysis
3.4SWOT
3.5Positioning
3.6Market needs
3.7Market trends
3.8Market growth
4.
Marketing Plan
4.1 Marketing objectives
4.2 Marketing mix strategy – 4 Ps
5
Importing information
6
Merchandising Plan
6.1 Assortment plan
7
Retail Strategy
7.1 Customer service
7.2 Promotion strategy
7.3 Store management
8
1
Visual Merchandising
15
8.1 Store display
8.2 Packages
8.3 Ads
9
Financial Statement
9.1Start-up capital spending plan
9.2Opening assortment
9.3Sale& inventory flow by units and dollars
9.4Income statement
9.5Balance sheet
1
16
Time Line
Up to 2009 Spring
2009 Spring
FSH 633 OL
FSH 635
FSH640
FSH699
FSH900
GS714
Retail Management& Human Resource Management
Creating a Business Plan
Fashion Illustration
Visual Merchandising
Internship
Acting for Stage& Camera
2009 Summer
GS608
1
FSH900
FSH900
FSH900
Professional Presentation and
Communication—Intersession
Internship
Directed Study (Thesis Project)
Directed Study (Thesis Project)
2009 Fall
FSH900
FSH900
FSH900
Directed Study (Thesis Project)
Directed Study (Thesis Project)
Directed Study (Thesis Project)
17
References:
http://www.lollialife.com/index.asp
http://www.starbright.com.tw/iPFS/
http://www.aveda.com/home.tmpl
http://www.loccitane.com.tw/tc/index.asp
http://www.novelboutique.com/products/lollia-hand-creme
http://spamarket.net/category.asp?brand=2
http://www.origins.com.tw/index.tmpl?ngextredir=1
http://www.hands.com.tw/index.asp
http://www.vivo.com.tw/shop/stores_app/store.asp?Store_id=1
03&page_id=5
http://www.cosmed.com.tw/
http://web1.sasa.com/SasaWeb/tch/sasa/home.jsp
http://www.ris.gov.tw/ch4/static/st10-0.html
1
18