Business Plan for saving NUBRA®

• Main Authors: YUN TING YU, 游芸庭
• Other Authors: 曹承礎
• Format: Others
• Language: en_US
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/58vdb4

碩士 === 國立臺灣大學 === 企業管理碩士專班 === 106 === NuBra® Taiwan絕世好波has established its brand for fifteen years and the brand originates from Bragel International Inc. of the United States. In 2002, NuBra® Taiwan and the United States introduced the patented adhesive bra called NuBra®. Since it’s launched in 2002, it has been patented with the latest technology invention “Adhesive Bra”, which is certified by the US Federal Drug Administration (FDA) and the Japan Life Science Research Institute (LSL) as a medical adhesive. To ensure safety without damaging the skin, it brings unprecedented innovation and breakthrough to the thinking of traditional underwear and invented as the latest lingerie for the modern generation. Although NuBra® attracted huge attention and amazing result since it launched; both the brand and the product have a life cycle. Starting from 2016, NuBra® Taiwan started to financial loss not only because of Taiwan’s economic impact; counterfeit merchants’ low-cost, low-priced products are also fighting against the high-priced of NuBra®. In addition, as e-commerce took off, people''s shopping habits changed, and the performance of NuBra, which started from the traditional physical stores have suffered a decline. Depended on various reasons that have caused NuBra® Taiwan'' started to losing money. After all, NuBra® is still a well-known brand. The strengths of the product and the influence of the brand are still strong. Therefore, this paper hopes to analyze the problems through a variety of business management tools in order to revisit the brand weaknesses, also adding various current trends in the future and hope to re-raise the brand and continue to the next 15 years.