joyce marine business plan 20090326

8/3/2019 Joyce Marine Business Plan 20090326

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JOYCE MARINE BUSINESS PLAN


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Corporate goals JOYCE MARINE Co., Ltd. (JOYCE MARINE registered trademarks

of their international), hereinafter referred to JM, the spirit of self-owned shipbuilding for more than three decades of rich experienceand unique technology of the open mold confidence, combined withstylish art design and advanced manufacturing technology in theinternational market to promote the establishment of own-brandJOYCE MARINE, build and Italy with quality customized luxury

yachts, Taiwan onto the world stage, from Taiwan's image of cheapquality. JM selling its own brand of high-quality customized luxury yachts,

creative, integrated production line, set up the standardization ofoperating procedures, making mass production and customizationcomplementary, to achieve maximum production efficiency. To thesuccess of its own brand into Europe and the United States off thetop layer, JOYCE MARINE set up a synonym for luxury.

JM to "quickly", "high", "good" for quality of service objectives:"Quickly": speed quickly in order to achieve the fastest time productdelivery and resolve customer problems."High": high-quality, so that customers do not worry."Good": Good Service so that customers feel intimate services.


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JOYCE MARINE builds luxury yachts


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Company Profile 1. Company Name: JOYCE MARINE Co., Ltd.

2. Company Address:No.1 Penglai Road, Gushan District,Kaohsiung City

3. The creation date: March 2004 4. Chairman of Company: Chuang Fung-Feng 5. The amount of paid-up capital: NT 50,000,000 yuan

6. Company ID: 80377962 7. Number of employees: 12 people (excluding outsourcing) 8. Contact person: Antoney Chuang, general managerf 9. Contact Tel :07-5310123, fax :07-5311388 JOYCE MARINE Co., Ltd. is located in Kaohsiung City Center Pier 10,

the yachting community for Taiwan's well-known brand of luxury yacht

major factories. JM was established in March2004 the current market dominated by

Europe and America, there are New Zealand and Australia and theMiddle East to be developed.

JM main products are 74-86 feet of large-scale FRP structural powerturbine yacht, owned by the technical team can also be independently

developed 40-120 feet ship mold to meet customer requirements.


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Company history The company's technology and management consultant, Mr.

Zhuang Zu-Shou more than 30 years ago co-founded with partnerCharles yachts, a decade after the establishment of Chia-Hungyacht. These two companies are Taiwan's long-standing membersof the yachting community Leaders of the leading manufacturers ofyachts built by the international market has perceived certain brandsin Europe and America must have the status of the market.

Mr. Zhuang Zu-Shou early involvement of wood shipbuilding designproduction, after the range of iron-hulled vessel, and thentransferred to FRP structure yacht, shipbuilding experience, integrityand qualifications. Alone to the field of FRP structures is concerned,the handling of the yacht design has so far produced more than2500, the industry claims that live shipbuilding dictionary, it is rarefor the professionals.

To make the concept of skill has been passed, Mr. Zhuang Zu-Shouwas the occasion of the retirement age, combined with a highdegree of conservation of its major fashion son, General Manager -Mr. Zhuang Ming-Feng, founded JOYCE MARINE Co, Ltd., a viewto Taiwan's yacht industry re-injected into a flowing water.


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Joyce Marine Zhuang surname Father and Son, iscurrently the world's fourth-ranked Royal Yacht Taiwan,Kaohsiung industry, the main leading yacht company

founder and leader


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World Yacht Market Overview(1)

Europe and the United States and other developedcountries has a large number of home yacht, only theUnited States sold over 6-700,000 one year.

Europe, the United States and Canada and Australia todevelop the region for a highly civilized country, its peopleare closely related to leisure activities and water, vessels of

the yacht for an indispensable tool, has become part ofculture, the market and highly sophisticated replacementfast, active secondary market and the huge system flowrate, regardless of the hardware facilities of public or clubpatterns are very incomplete, the extent of popular

participation in other areas more than of yacht design,function and performance have a high degree of cognitiveand having open and transparent valuation system. Atpresent, these areas are the main operating market, andconcentrate firepower concentrated in countries withancient civilizations in Europe.


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World Yacht Market Overview(2)

Middle East oil producing countries in the traditionalconstruction and development of complete hardware, thetrend in Europe and America tend to follow up, the yachtbegan to develop its own market, the demand for theemergence of the quality of performance requirements

and the extent of no less than European and Americanmarkets, based company is emerging stronglydeveloped market.

Hong Kong Yacht highly intensive regions, strongdemand in mainland China, the potential for good, and

the active construction in coastal areas in recent yearsvery large marina, the future demand can not beunderestimated.


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Taiwan Yacht Industry Overview(1) Taiwan yacht development, has been towards large-scale, refinement of

advanced yacht mainly in the international yacht market, direct with Italy,

the United States, the United Kingdom and other international famouslarge yacht competition factory formed to enhance the technicalcapabilities, production efficiency and brand Value, enhance the overallmarket position in Taiwan yacht, and strengthen brand power and thedevelopment of mass production of high-value-type yacht.

In response to M-shape society, the global yacht market is beginning to

show a different situation, apart from large-scale high-value-basedpleasure craft, mass production-type yachts become anotherdevelopment direction. These yachts, but the market demand for lowerprices, and therefore focus on is an advanced process technology,product cost control and good marketing channels.

RIVIERA shipyards such as Australia, the annual production of 360yachts (60 feet), annual production value of about 300 million U.S.dollars. Such mass production techniques can be applied to the mega-yacht production, reduce production costs mega yachts.

Large-sized yachts, mega yacht is the world trend of development, thecharacteristics of this type of yacht is customized, high quality, luxuriouscomfort, as well as high-quality image, in order to achieve thesecharacteristics, often requiring a higher level of technical standards, and

These top-level yacht also represents a high value-added


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Taiwan Yacht Industry Overview(2) Emerging markets of Asia has become the focus of public attention,

especially in mainland China's rapid economic growth, produced anumber of potential customers, according to British media Yachtstatistics, Chinese consumers have the potential yacht 23,000,000people.

Faced with such a market, in comparison to other major producingcountries in terms of the yacht, Taiwan has an excellent location onthe edge, but also has a good climate, this kind of mass production-type yacht for most of the FRP materials, If the temperature below15 degrees, in the resin, such as the use of chemical material will bemuch difficult in higher-latitude countries like Japan, South Korea,the winter will not fit FRP production yachts. Therefore, if Taiwanyacht production technology can be set up at production yachtdominant position, it is not easy to replace.

According to the Kaohsiung City Government EconomicDevelopment Board statistics, in 2007 exported 235 yachts, inJanuary 2008 to October 194, and at present all over the world formore than 60-foot yacht, there is 100 per 5 are manufactured inTaiwan, foreign Research report shows that in the yacht industry onone dollar of investment, can be triggered from 6.5 to 10 U.S. dollarsof economic effects.


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JOYCE MARINE operating principles

JM's product positioning is designed for superior taste of thedistinguished people who build yachts, all specifications tailored for topcustomers. JM Xu operating since the service industry, selling its ownbrand of high unit price (Trade Mark: JOYCE MARINE) luxury yachts,targeted at the elite world's top success. JM does not therefore get asingle price, the maintenance of living in order to concentrate on fixedprofits to build a boutique at the same time adhering to high standards of

construction quality. The company can undertake the construction of yacht size range from

40-120 feet of yacht design and manufacture can access a single, but toachieve the best economy of scale of production efficiency, in the futurewill continue to be a main push 74-86 feet of large-scale FRP Yacht-based power company's hot-selling merchandise, and in response to theglobal economic downturn, especially the new 4-50-foot yacht on theportable in order to attack this one niche market.

JM's long-term corporate business plan for the set in Europe, the Arabworld, and other oil producing countries, the Americas, New Zealandand Australia for JM's major markets, Hong Kong, China as an emergingmarket to the current capacity of the company's existing situation, shouldbe able to easily to reach full load capacity of short-term objectives.


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A variety of different sizes, styles yachtinterior and appearanceYacht is divided into three main functions, including the sport-type yachts,

most of this type for small boats, deeply loved Youth;leisure yachts, vacation home is for many purposes;the other for business travel, but also the installation of the most luxurious ,usually entrepreneurs or celebrities are used to a banquet, the meetingorganized by the party or venue.


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Future trends - luxury mega yacht


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JOYCE MARINE

construction performance: medium and

large over the 78-feet luxury yacht


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82-102 ClassicAmerican style of classical, country style,

low-key luxury, attention to functional;


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78-103 SportsStreamline European fashion, taste for

excellence, focus on the performance ofcontrol


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80-105 Classic


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Yacht engineering team performance Engineering team designed and manufactured for export works yacht specifications,

quantity and Manufacturing Factory36-foot 830 Ho-Hing Plastic Glass Co., Ltd.37-foot yacht 86 Asahi Corp.

36-40 foot yachts 180 Hexing Co., Ltd.40-foot yacht 202 Kha Shing Enterprises Co., LTD.43-foot yacht 198 Kha Shing Enterprises Co., LTD.49-foot yacht 98 Kha Shing Enterprises Co., LTD.52-58 foot yachts 289 Kha Shing Enterprises Co., LTD.67-82 foot 5 JOYCE MARINE Co., Ltd.70-78 foot yachts 80 Kha Shing Enterprises Co., LTD.80-110 foot yachts 52 Kha Shing Enterprises Co., LTD. Total 2020 (boats)

Engineering team design and manufacture of steel vessel has been factory specificationsWorks Record Manufacturing Factory220 tons 3 United Shipyard250 tons 4 United Shipyard300 tons 6 United Shipyard450 tons 1 United shipyard Total 14 (boats)

Engineering team designing and manufacturing specifications for the use of works ofdomestic passenger ships have been factory records (ship) Manufacturing Factory19 tons Tsengwen Reservoir classical type passenger 8 Ho-hing plastic glass company19 tons of Sun Moon Lake Yacht 3 JOYCE MARINE company19 tons Penghu 2 JOYCE MARINE Company19 tons of Kinmen County, 1 JOYCE MARINE Company120 tons to the Ryukyu Tungkang transport ship 1 Kha Shing Enterprises Co., LTD.Total 15 (boats)


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JOYCE MARINE Marketing strategy -small functional luxury yacht

The company's decision to cut 46-52 feet of luxury functional nichemarket of small pleasure craft. This yacht is the development ofmanufacturing tooling, new production line for enough volume tomass production of the Order.

Sparrows yacht is small but fully-equipped with basic life functions,design avant-garde modern full, and speed even more than large

yachts of 2-3 times, with the exception of the provision of the dailylife of the use or appreciation of entry-section outside the yacht andcan be stored in more than 200 sq ft super yacht as a small boat oron the boat to escape the use of a very affordable price, lock themiddle class of the consumption power of the pyramid for the top tohave a better car are belong to Level of consumption, although the

company are low-priced products, but Gross margin remained at20%. This yacht at the international market, at present only a single

manufacturer of a virtual monopoly in the market, this companypricing strategies to consider this one into the market could be metwith considerable profits, so the fund-raising For This yachtdevelopment of manufacturing tooling, the new provide enough

capacity for the production line to mass production of the Order.


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JOYCE MARINE Marketing strategy 100 feet above the large yacht

The Company for the Middle East oil regionalmarket demand, lock 100 feet or more largeyachts, and luxury of doing himself.

This unusually high gross profit yacht, almost

every manufacturer can be a gain in terms oftooling costs, so will be open during the sameperiod two new production lines, two groupssimultaneously to create a new mold, so theCompany will have Small, Medium, LargeProduct integrity lines, flexible capacity toprovide different kinds of consumer demand, inthe recession period, have more sources ofOrder.


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Fashion Leaders Heinz Jrgen KROGNER-ESPRIT Chairman & Group Chief Executive Officer is

JOYCE MARINE loyal customer, and the other MexicanAmerican Customer Order Units 4 hours to decide thatone hundred million NT customized mega-yacht


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Set up the brand and channel position

Strengthen the confidence of foreign consumersand to increase in Europe and the United States,the Middle East, Asia and other regions of thesales pipeline, the Company will work with

distributors in Europe North Star co-operationset up 15 distribution positionsNorth America and Central and South American

region sales pipeline, the Company will be setup with 10 Where To Buy

Teo Simeon activity fees, media advertisingexpenditures, yacht exhibition booth fee (oneyear) warranty repair deposit distribution.


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SWOT Analysis Strength: With more than three decades of rich experience in

shipbuilding. The unique open-mode technology confidence, but

others can not imitate the unique creativity. Diversity and customized manufacturing services to

undertake the construction of yacht sizes range from 40-120 feet of yacht design and manufacturing orders canbe.

In response to the international economic situation,flexible adjustment of product specifications, competitive

prices. To increase in Europe and the United States, the Middle

East, Asia and other regions of the sales pipeline, theCompany has distributors in co-operation set up 25distribution positions.


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Weakness:

Nowadays the old yacht construction sites, and there is ahalf open-air status, in case of bad weather, only usehalf of venue construction, hampered efficiency.

Subject to the hinterland of limitations must have Factoryproduction capacity constraints, the expansion is not

easy to ship a limited amount of supply. The factory without test tank, each test will increase the

water lifting costs, greatly reduce production efficiency.

Shipyard yacht design itself is more a lack of relevant

professionals. Hard to find skilled workers, as well as problems of an

aging workforce.

O t it


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Opportunity: Combination of fashion art and design with advanced manufacturing

technology, to create same as Italy with quality customized luxury yachts,and with the European manufacturers with the grades received by theEuropean market.

The company-specific design and development capabilities, customerscan directly meet the various needs, do not have to ask somebody elseto foreign well-known designers, virtually reducing the cost of purchaseof the customer.

Judging from the role of foreign agents, the company launches areasonable price and good quality.

Set up in Europe, Australia and the Middle East distribution network. To meet market demand at all levels a wide range of different market

segments for the Order. Production line into 46-52 feet of luxury functional niche market of small

pleasure craft.46-52 feet of luxurious functionality of small pleasure craft on the

international market, at present only a single manufacturer of a virtualmonopoly in the market, in accordance with the Company's pricingstrategy into this market, could be met with considerable profit.

The company's future orders will also be the order of large areas ofEurope and the Arab world yacht manufacturing its own brand as apriority, supported by the United States, Australia, Hong Kong and the

region of the original agents yacht own-brand orders higher gross profit,and finally with OEM orders will be filled with spare production line.


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Threat: Dependence on major international markets.

Economies of scale phenomenon recession after 1990, because theinternational situation changes, the North American market to shrink,yachts reduced export volume, making yacht manufacturing plantcan not be substantial to gain advantage.

Global energy and raw materials continues to rise up stress. China's rapid industrial rise of yachts for several years growing

export yacht, big step to follow behind in Taiwan so that Taiwanesemanufacturers feeling the pressure of competition on the Chineseyacht.

Recently, the international economic situation suddenly deteriorated,consulting, much longer period, prices and adversely affected theproduction of the scheduled program to reduce the production

efficiency and equipment Jia moving rate, resulting in highermanufacturing fixed costs. So far the global financial and economic situation remains unclear,

the regional, national, industry affected by varying degrees, thecompany is facing is the global market, rather than a single region,country.


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The new plant capacity for the current

amplification of 5-fold Super-large and small die once developed, will be able to give full play

to the flexibility of the marketing strategy, even though the economybecause the impact of customer to consider a view to lengthen, but thegross profit margin high, still above the medium-to large-scaleproduction of yachts as a priority, at waiting period, will be able toproduce small and medium-sized yacht orders to fill production capacity.

On the other hand when the market on brand JOYCE MARINE small

yacht, better quantity, brand visibility on the higher sales for the superyacht is even more beneficial, mutually reinforcing, flexible and fast tocope with changes in the market.

Our current production efficiency has been upgraded to every vessel(80 ft) construction period of only 7 months. If this condition of thecompany in profit analysis, a conservative estimate of annual

production capacity of 4, the average unit price of NT then 1 billion, 20percent gross margin, gross profit of about a year when the NT 8 million. The Company set up a new plant, will be amplified for the current

production capacity of 5 times, which is the target output is set to 18-20in order to meet market demand.The Company looks forward to knock in the near future the Middle East(Dubai) market gate, so the target will be reached easily.


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Demand for funds Unit 10,000USD5.13 acres Linhai Industrial Area,

yacht directly into the water space

1293

52-foot ship model development 60

130-foot ship model development 132

Distribution channel fees 228

DJ light steel structure plant 180

The factory test tank 120

Central Dust environmentalprotection equipment

80

Total amount 2093


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The next six years revenue forecast,unit: 10,000 U.S. dollars

Year

model

46feet 80feet 118feet 130feet Revenueforecast

Netprofit

2009 15 5 1912 382.4

2010 30 5 2515 503

2011 25 5 5 5625 1165

2012 25 5 5 6154 1230.8

2013 10 10 5 6882 1376.4

2014 10 5 5 7335 1467

joyce marine business plan 20090326

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