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    Title: 台灣纜繩滑水場營運企劃書
    Business plan for cable wake park in Taiwan
    Authors: 鄭家珉
    Cheng, Annelie
    Contributors: 吳文傑
    Wu, Jack
    鄭家珉
    Cheng, Annelie
    Keywords: 纜繩滑水場
    營運企劃書
    Cable Wake Park
    Business Plan
    Date: 2011
    Issue Date: 2013-02-01 16:51:23 (UTC+8)
    Abstract: 台灣纜繩滑水場營運企劃書
    The purpose of this document is to illustrate a highly successful investment opportunity in the area of sports entertainment, family attraction & lifestyle for Taiwan.
    This business plan proposes to build and operate the first Cable Wake Park, a water sports park in Taiwan, located in the South of Taiwan at Kaohsiung Lotus Lake. Estimated cost of total investment is US$ 1, 5 Mio. with an estimated 15.17 % internal rate of return on investment and a discounted payback period of 9 years.
    Core business of the startup company ‘Taiwan Wake Park Ventures (TWPV)’ will be the operation of the Cable Wake Park, the integrated pro shop for water sports & lifestyle products, hosting national and international events as well as the development of a profitable food & beverage (F&B) concept. Operational and technical Know How will be provided by the experienced management team of TWPV as well as the cableway supplier.
    The first Cable Wake Park shall be built at the Lotus Lake in Kaohsiung, a major tourist destination, within an area of approx. 4-5 ha. Once built a newly established company ‘Kaohsiung Wake Park Ltd.’ will be responsible for all aspects of operations, maintenance, sales & marketing for the duration of the site lease.
    Cable Wake Parks’ main anchor attraction is a unique overhead cable system that allows 7-8 waterkskiers/wakeboarders to be pulled at one time without the need for a boat. Wakeboarding/Waterski is a surface water sport which involves riding a wakeboard/waterski over the surface of a body of water. It was developed from a combination of water skiing, snowboarding and surfing techniques. Wakeboarding has gained popularity worldwide especially due to the innovation of the cableway which offers an environmental friendly solution to promote the sport and lifestyle to a wide range of the population. Riding obstacles in the water is very popular among young people and increases the attractiveness for spectators.
    Cable Wake Parks also various side-activities for a wide range of customers from 3 to 93 years old. Key customers are local population, school students, recreational people, sports enthusiasts, corporate groups and tourists.
    The business takes advantage of the growing population actively involved with water sports such as surfing and diving, as well as the recent development of an outdoor leisure lifestyle in Taiwan.
    International and national waterski/wakeboard competition, sport clubs, training courses for schools and sponsored events will help the overall marketing and promotion strategy. With more people enjoying cable waterskiing/wakeboarding our business will be more and more profitable.
    Marketing and Public relations possibilities are endless because of the uniqueness of the product. Cable Wake Parks represent a new lifestyle trend.
    There are over 200 Cable Wake Parks all over the world [1], over 70 cable installation in Germany alone, and more are on the drawing board in many countries. The project concept is based on long-term Know How and experience of world leading German cableway manufacturer and consultants.
    The International Olympic Committee has recognized Cable Wakeboard and already included it in the pre-Olympic group of sports. Total number of officially competing Cable skiers and Cable wakeboarders is approximately 360,000 worldwide [2]. Official national and world championships are arranged in 25 countries each year. The international promotion of the sport will support to grow our business and open future opportunities for Cable Wake Parks in Taiwan.
    Other cities such as Taichung and Taipei have already expressed their interest to build Cable Wake Park facilities and we see potential for franchise opportunities and future growth of Cable Wake Park Ventures Taiwan.
    1. EXECUTIVE SUMMARY 1
    2. GENERAL COMPANY DESCRIPTION 4
    2.1. COMPANY VISION 4
    2.2. COMPANY OBJECTIVES 4
    2.3. COMPANY STRENGTHS 4
    3. THE INVESTMENT AND DEVELOPMENT 6
    3.1. OVERALL CONCEPT 6
    3.2. TOTAL INVESTMENT QUANTUM 9
    3.3. TIMELINE OF DEVELOPMENT 11
    3.4. TIMELINE OF OPERATION 11
    4. MARKET ANALYSIS 12
    4.1. MARKET REQUIREMENTS 12
    4.2. KAOHSIUNG CITY - LOTUS LAKE BACKGROUND 13
    4.3. CLIMATE 15
    4.4. TRANSPORTATION 15
    4.5. LOTUS LAKE VISITORSHIP 17
    4.6. SCHOOLS AND UNIVERSITIES 17
    4.7. TARGET CUSTOMERS 17
    4.8. SIZE OF MARKET 18
    4.9. COMPETITION 18
    4.10. GROWTH POTENTIAL 19
    4.11. ENTRY BARRIERS 19
    4.12. SWOT ANALYSIS 20
    5. MARKETING & SALES STRATEGY 21
    5.1. PROMOTION 21
    5.2. PRICING 22
    5.3. SALES STRATEGY 23
    6. OPERATIONAL PLAN 24
    7. MANAGEMENT AND ORGANIZATION 28
    7.1. ORGANIZATION STRUCTURE 28
    7.2. MAINTENANCE AND SAFETY 29
    8. FINANCIAL PROJECTIONS 30
    8.1. KEY SUCCESS CRITERIA FOR THE FINANCIAL FEASIBILITY 30
    8.2. ASSUMPTIONS 31
    8.3. PERSONNEL AND SALARY EXPENSE PROJECTIONS 32
    8.4. SALES FORECAST 33
    8.5. COST OF OPERATION 34
    8.6. DEPRECIATION 35
    8.7. P&L ANALYSIS 36
    8.8. CASH FLOW ANALYSIS 37
    8.9. DISCOUNTED PAYBACK ANALYSIS 38
    9. REFERENCES 39
    Reference: [1] Cablewakeboard.net, “World Cable Database”.[Online]. Available: http://www.cablewakeboard.net/en/cablesearch.html.[Accessed June 2012].
    [2] Cablewakeboard.net, “Wakeboard 2020 Vision” [Online]. Available: http://www.cablewakeboard.net.[Accessed June 2012].
    [3] International Waterski & Wakeboard Federation.[Online]. Available: http://www.iwsf.com/. [Accessed June 2012]
    [4] Chinese Taipei Waterski and Wakeboard Association.[Online]. Available: http://www.waterski.org.tw/.[Accessed June 2012]
    [5] Rixen Cableways.[Online]. Available: http://www.rixen-seilbahnen.de/. [Accessed June 2012]
    [6] CableWakeboard.com.[Online]. Available: http://cablewakeboard.us/. [Accessed June 2012]
    [7] Taiwan Tourism Bureau, “Attraction- Hot Spots – Kaohsiung City – Lotus Lake”.[Online]. Available: http://eng.taiwan.net.tw/m1.aspx?sNo=0002121&id=R157. [Accessed June 2012]
    [8] The World Games 2009 in Kaohsiung, “Venues – Lotus Pond”. [Online]. Available: http://www.worldgames2009.tw/wg2009/eng/Venues_connect4.php. [Accessed June 2012]
    [9] Taiwan Tourism Bureau, “Love River Lotus Pond Bike Paths”.[Online]. Available: http://www.taiwan.gov.tw/ct.asp?xItem=34656&ctNode=2158&mp=1004. [Accessed June 2012]
    [10] Central Weather Bureau, “Climate Statistics – Kaohsiung”. [Online]. Available: http://www.cwb.gov.tw/V7e/climate/dailyPrecipitation/dP.htm. [Accessed June 2012]
    [11] Taiwan Tourism Bureau, “Statistics – Visitors to Principal Tourist Spots in Taiwan by Month”. [Online]. Available: http://admin.taiwan.net.tw/statistics/year_en.aspx?no=15.[Accessed June2012]
    Description: 碩士
    國立政治大學
    國際經營管理英語碩士學位學程(IMBA)
    99933047
    100
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0999330471
    Data Type: thesis
    Appears in Collections:[國際經營管理英語碩士學程IMBA] 學位論文

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