| Summary: | 碩士 === 國立雲林科技大學 === 企業管理系 === 107 === ABSTRACT
There are many producers in Taiwan’s agricultural products and horticultural markets, but most of them are self-employed farmers. Most of them rely on the middlemen’s marketing channels. Small-holder farmers lack the concepts of brand marketing, and they are more self-produced so their price is more affordable. They differentiate their products from the market through the implementation of non-toxic agricultural products to love the earth, environmental protection, and then further increase the profits of horticulture as well as agricultural products while boosting industry growth.
Cooperated with the horticulture’s production technology and the natural agricultural for quality control, this entrepreneurial plan is funded by entrepreneurs with 2.5 million New Taiwan Dollars. It mainly sells potted agricultural products on the Internet. According to the plans of selling strategies and timing stages, the project 1 focuses on the Taiwan market. The hypothesis of initial-stage sales is: warming-spring-with-full-blossom ornamental potted plants (700 pots/year), literati-style potted plants (300 pots /year), Zen potted plants (30 pots /year), modern potted plants (180 pots/year), so there are 1210 pots per year in total; 5-10 potted plants are produced each day, so there are 1,320-2,640 pots per year.
In Plan 1, by setting up an official website on its own, introducing the pictures of potted plans in cooperation with (a) Facebook fanpage’s professional promotion, (b) sharing the growing process of the plantation of pine, cypress and other potted plants on Instagram and (c) LINE @生活圈的服務, providing a tool that allows the owner to conduct instant marketing and allows customers to quickly get the store’s information in order to make the brand famous. The expectation is to achieve the goal of 20% annual saling growth.
The financial assumptions of this business plan are estimated to achieve the profits as the following:
1.In terms of return on assets (ROA), the average ROA is 18% in 5 years for plan 1.
2.In terms of Gross Profit Ratio, the average gross profit ratio is stable at 58% in 5 years for plan 1.
3.In terms of Earnings Before Interest and Tax (EBIT), the average EBIT is 34% in 5 years for plan 1.
4.In terms of average net profit margin, the average annual net profit margin is 28% in 5 years for plan 1.
Keywords：Agricultural Products, Horticulture, Potted Plants, Business Plans
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