The Business Plan of Peanut Candy

• Main Authors: Wu, CHING-HUNG, 吳青鴻
• Other Authors: CHEN, CHIH-YUAN
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/296794

碩士 === 國立雲林科技大學 === 企業管理系 === 105 === There are lots of peanut brittle producers in Taiwan, but most of them are individuals who lack the concept of brand marketing. However, some stores in urban areas are not competitive in processing management. If the product traceability system of planting peanuts and the unique processing way of peanut brittle can be combined together plus private brand, vertical integration can be used for peanut brittle producers to increase their profits and to promote economic growth. This business plan starts with unique productive techniques, product traceability system of materials and three hundred thousand dollars provided by the founder. Internet is the primary channel of peanut brittle. The plan is divided into three parts according to marketing strategies and time phases. Plan 1 and 2 focus on Taiwan market;plan 3 will develop China market. Following are the possibilities of sales in the early stage: single package 15 bags per day (5,475 bags per year), individual package 15 bags per day (5,475 bags per year), and deluxe package 10 boxes per month (120 boxes per year). Plan 1 is to set up an official website and collaborates with the following activities:(a) promotion on Facebook fan page (b) sharing the growing process of peanuts and the making process of peanut brittle through blog (c) cooperation with bloggers and the bird-watching activities to increase brand awareness to reach the goal of sells growing by 20% every year. Plan 2 is on the basis of plan 1. Adding two channels: Yahoo Mall and appointed store; attending Taiwan Culinary Exhibition to reach the goal of sells growing by 50% every year. Plan 3 is on the basis of plan 2. Adding Taobao as one of selling channels; expanding to China market depending on Taiwan’s experience to reach the goal of sells growing by 100% every year. Followings are the estimated profits based on financial hypothesis of the business plan: 1. In terms of Return on Assets (ROA), the five-year average ROA of plan 1 is 43%,plan 2 is 52% and plan 3 is 52%. 2. In terms of gross margin, the product characteristics and profit are the same, so all the three plans of gross margin are 78%. 3. In terms of Earnings before Interest and Tax (EBIT) and profit margin, the five-year average EBIT of plan 1 is 46%, plan 2 is 53% and plan 3 is 55%; the five-year average profit margin of plan 1 is 38%, plan 2 is 44% and plan 3 is 45%.