政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/121732
English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  全文筆數/總筆數 : 113318/144297 (79%)
造訪人次 : 51061033      線上人數 : 968
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
搜尋範圍 查詢小技巧：
  • 您可在西文檢索詞彙前後加上"雙引號"，以獲取較精準的檢索結果
  • 若欲以作者姓名搜尋，建議至進階搜尋限定作者欄位，可獲得較完整資料
    •  進階搜尋


    請使用永久網址來引用或連結此文件: https://nccur.lib.nccu.edu.tw/handle/140.119/121732


    題名: 在荷蘭打造古早味行動餐車之商業計畫
    Formosa Bites on Wheels in the Netherlands
    作者: 楊維芳
    Yang, Wei-Feng
    貢獻者: 吳文傑
    Wu, Jack
    楊維芳
    Yang, Wei-Feng
    關鍵詞: 古早味
    餐車
    荷蘭
    Formosa Bites
    Wheels
    Netherlands
    日期: 2018
    上傳時間: 2019-01-04 16:23:47 (UTC+8)
    摘要: Most of us have an unforgettable memory of the smell and the taste that takes us back to childhood. Riding on a delightful colored food bike cart, “Formosa Bites on Wheels” is bringing our favorite childhood snack - wheel cakes with a variety of flavors to the Netherlands, where we shared a historical connection through Dutch Formosa in the 17th century and have developed a flourishing trade relationship over years. It was during the Dutch colonial time that the Dutch East India Company (VOC) began to farm sugarcane and rice for export. On the other hand, wheel cakes are traditional Taiwanese snacks and became popular these years especially in some metropolitan cities such as London and New York.
    “Formosa Bites on Wheels” will establish our E-bike food cart at Markthal, Rotterdam in the Netherland by offering Taiwanese snacks - wheel cakes and 100% BIO Taiwanese tea-based drinks with the service of online ordering and delivery, taking part in food festivals and social events as well as Asian catering service in the long run. According to the survey of the diet of the Dutch, out-of-home-consumption accounted for 31.7% of the total food expenditure with an average annual growth rate 3.7% until 2021. Furthermore, the food service sectors of home delivery and street stalls are booming and expected to increase by roughly 8% and 3% respectively.
    We plan to develop a variety of creative flavors by stamping our designed logos for different flavors to allure our customers’ imagination and make the tasty journey unforgettable. On the other hand, the Netherlands government has launched a new scheme to cut food waste by half in 2030 compared to the 2015 figure. Our team believes that we can all play an active role to reduce food waste for the benefits of our community and supporting the policy. Therefore, we’ll strictly source ingredients locally and choose green vendors complied with environmental and social goals, as well as control inventory to optimize our operational process in a sustainable way. Our diverse wheel cake menu will include Taiwanese classic flavors and daily specials depending on the surplus ingredients from local markets and supermarkets. Except for wheel cakes, we’ll be serving Taiwanese tea as a symbol of greeting friends, as well as a tea drinking habit fits well with a healthy lifestyle in the Netherlands. Although the Netherlands is a relatively small country with about 17 million inhabitants, it is Europe’s fifth largest consumer of tea. Tea consumption amounted to 9 thousand tons in 2015, with around 90% of all inhabitants drinking tea. Consumers are increasingly interested in green tea, rooibos, herbal/traditional medicinal tea and slimming tea due to growing health awareness in the Netherlands.
    Rotterdam is a thriving dynamic city with a wealth of cultures and ethnicities from all over the world comprising more than 170 nationalities, where consumers are more diverse with high willingness to try new things. In terms of high-footfall area (an average of 150,000 visitors a week and 76% of the visitors makes a purchase), our primary selling point is chosen to be in the center of Rotterdam by placing our food cart at Markthal, right next to the largest open market in Europe and the transit of railway and metro station. Furthermore, our target customers are Millennials who have a strong preference for convenience, as well as put a high priority on health, wellness and social awareness, resulting in not only sharing but also influencing via social media at the same time. In the long term, “Formosa Bites on Wheels” plans to gather Taiwanese fellows who have a great passion for promoting Taiwanese culture and cuisine, building up a firm relation with Taiwanese associations in the Netherlands. “No food catering” is designed to turn leftover into a delicious meal by sharing simple homemade recipe along with offering Asian catering services for corporations, campus or private events. As a whole, we are commit to taking action on food reduction from farm to fork and make a positive impact in our community.
    Our operational plan will be firstly setting up our own website and social media platforms, offering online ordering and delivery for the first three months. Secondly, our fixed stand in the central market will run by a part-time and a full-time employee, promoting a sustainable mobile cuisine to attend green festivals and sustainable food truck events during summertime. Thirdly, our team will provide Taiwanese and Asian recipes online and catering service offline at a workshop, corporate events and campus activities. Meanwhile, we’ll structurally reduce food waste from farm to fork in our food preparation and catering services by sourcing ingredients locally and choosing green vendors in supply chain management, and can eventually bring benefits to our community.
    The estimated six-month period startup expenses can bootstrap by our owner of the company, which is approximately €26,600. The main initial costs derived from the rent in the central market and wages due to a high income economy. Since our business starts with our online operation for the first three months, our sales will be projected for nine months generated from our fixed stand and demand forecast is aligned with the growth percentage in street stall sector from 2020. To reach a breakeven point, the weekly sold quantities should be 385, 410, 415 units for snacks and 428, 455, 461 units for beverages over a three-year period of 2019, 2020 and 2021. Based on sales forecast and estimated annual costs, gross profit margin can reach 62.5% for snacks and 54.55% for beverages until 2021. Correspondingly, our breakeven annual sales are estimated to generate total revenue of €95,159.98, €135,078.66 and €136,823.57 during the first three years. In the first year of operation, our projected sales can reach a break-even point for almost six months, which will roughly be achieved by the end of September.
    To sum up, our business can be profitable by running step by step from online to offline operation,
    combining strategic marketing tools and realizing sustainable practices. At “Formosa Bites on wheels”, we aim to extend our connection with our local communities in the Netherlands towards bringing Taiwanese cuisine and culture while achieving a better and more circular food system.
    參考文獻: 1. Defining generations: Where Millennials end and post-Millennials begin by MICHAEL DIMOCK, March 1, 2018, retrieved from http://www.pewresearch.org/fact-tank/2018/03/01/defining-generations-where-millennials-end-and-post-millennials-begin/
    2. Tax breaks for new businesses in the Netherlands, retrieved from https://www.iamexpat.nl/career/entrepreneur-netherlands/tax-breaks-new-businesses
    3. Reduced VAT rate to increase from 6% to 9%, Government of the Netherlands, retrieved from https://www.government.nl/topics/vat/reduced-vat-rate-to-increase-from-6-to-9
    4. Netherlands GDP per capita PPP, 1990-2018, 2018 Trading Economics, retrieved from https://tradingeconomics.com/netherlands/gdp-per-capita-ppp
    5. IMD World Competitiveness Rankings 2018 Results, May 2018, retrieved from https://www.imd.org/news/updates/the-us-overtakes-hong-kong-at-first-place-among-worlds-most-competitive-economies/
    6. Netherlands - Economic forecast summary (May 2018), OECD, retrieved from http://www.oecd.org/economy/netherlands-economic-forecast-summary.htm
    7. Netherlands: Inflation rate from 2012 to 2022 (compared to the previous year), Statista 2018, retrieved from https://www.statista.com/statistics/276708/inflation-rate-in-the-netherlands/
    8. The World Factbook - Central Intelligence Agency, 29 May, 2018, retrieved from https://www.cia.gov/library/publications/the-world-factbook/geos/nl.html
    9. Netherlands Payroll and Tax Information and Resources - activpayroll, retrieved from https://www.activpayroll.com/global-insights/netherlands
    10. A Competitive Fiscal Climate, Netherlands Foreign Investment Agency, retrieved from https://investinholland.com/incentives-and-taxes/fiscal-climate/
    11. Market Monitor Food Netherlands 2017, Atradius Collections, 12 December, 2017, retrieved from https://atradiuscollections.com/global/reports/market-monitor-food-netherlands-2017.html
    12. The diet of the Dutch : Results of the first two years of the Dutch National Food Consumption Survey 2012-2016, National Institute for Public Health and the Environment, retrieved from https://www.rivm.nl/en/Documents_and_publications/Scientific/Reports/2016/november/The_diet_of_the_Dutch_Results_of_the_first_two_years_of_the_Dutch_National_Food_Consumption_Survey_2012_2016
    13. The Dutch Food Service Report, 11 December, 2017, USDA, retrieved from https://gain.fas.usda.gov/Recent%20GAIN%20Publications/Food%20Service%20-%20Hotel%20Restaurant%20Institutional_The%20Hague_Netherlands_12-11-2017.pdf
    14. Rotterdam City Review, November 2017, Euromonitor International, retrieved from https://www.euromonitor.com/rotterdam-city-review/report
    15. Rotterdam Population 2018, October 20, 2017, retrieved from http://worldpopulationreview.com/world-cities/rotterdam-population/
    16. Business costs for Rotterdam low compared internationally, 01 April, 2016, retrieved from https://www.portofrotterdam.com/en/news-and-press-releases/business-costs-for-rotterdam-low-compared-internationally
    17. De Markthal, Rotterdam Tourist Information, retrieved from https://en.rotterdam.info/locations/de-markthal/
    18. Market hall`s impact comparable to that of an entire city center, April 10, 2018, retrieved from https://www.mvrdv.nl/zh/news/market-hall-an-economic-success
    19. Social Media Stats in Netherlands - May 2018, StatCounter, retrieved from http://gs.statcounter.com/social-media-stats/all/netherlands
    20. Dutch kids fleeing from Facebook fast for Instagram: survey, Janene Pieters, 29 January, 2018 retrieved from https://nltimes.nl/2018/01/29/dutch-kids-fleeing-facebook-fast-instagram-survey
    21. Social Media in the Netherlands: Devising a Social Media Strategy, August 31, 2017, retrieved from https://anchovyinc.com/blog/social-media-netherlands-business-strategy/
    22. Why Instagram Is The Top Social Platform For Engagement (And How To Use It) , Jayson DeMers, March 28, 2017, retrieved from https://www.forbes.com/sites/jaysondemers/2017/03/28/why-instagram-is-the-top-social-platform-for-engagement-and-how-to-use-it/#238a0a6d36bd
    23. Food and fodder hygiene (HACCP), Netherlands Enterprise Agency, retrieved from https://business.gov.nl/regulation/haccp/
    24. Sole proprietorship (eenmanszaak), Netherlands Chamber of Commerce | Statistics Netherlands organization (CBS), retrieved from https://business.gov.nl/starting-your-business/choosing-a-legal-structure/sole-proprietorship/
    25. Coming to work in the Netherlands, immigration and Naturalisation Service (IND), https://ind.nl/en/Forms/3086.pdf
    26. HACCP hygiene code course for food safety, PlusPort BV, retrieved from https://haccp-direct.com/faq/
    27. Street trader`s licence, retrieved from https://business.gov.nl/regulation/street-traders-licence/
    28. Official website of the municipality of Rotterdam, retrieved from https://www.rotterdam.nl/loket/marktvergunning/
    29. National and employee insurance schemes (social security), retrieved from https://business.gov.nl/regulation/employee-insurance-schemes-national-insurance/
    30. The Food Service Insurance Leader, insureon 2018, retrieved from https://foodservices.insureon.com/resources/cost/food-trucks
    31. Markthal Rotterdam - Domus, 17 October, 2014, retrieved from https://www.domusweb.it/en/architecture/2014/10/17/mvrdv_markthal_rotterdam.html
    32. Kraam in Markthal Rotterdam te koop - Ds. Jan Scharpstraat 298, Rotterdam, http://tihm.nl/aanbod/kraam-in-markthal-rotterdam-te-koop/object-informatie
    33. High-end food bikes for trendsetting cooks, retrieved from http://paulundernst.com/en/
    34. Agriculture and horticulture, government of Netherlands, retrieved from https://www.government.nl/topics/agriculture/agriculture-and-horticulture
    35. Binnenrotte Market Center Market, Official website of the municipality of Rotterdam, retrieved from https://www.rotterdam.nl/locaties/markt-binnenrotte-centrummarkt/
    36. Cutting down on food waste, 2018, Government of the Netherlands, retrieved from https://www.government.nl/topics/food/cutting-down-on-food-waste
    37. Working hours in the Netherlands, retrieved from https://www.iamexpat.nl/career/working-in-the-netherlands/working-hours
    38. Netherlands vacation law: Rules on vacation days, holiday pay and employee benefits, retrieved from https://www.expatica.com/nl/employment/Netherlands-vacation-days-Dutch-law-on-employee-vacation-entitlements_106752.html
    39. Working in the Netherlands: What is the Vacation/Holiday Allowance (Vakantiegeld), retrieved from https://bluelynx.com/netherlands-what-is-holiday-allowance-vakantiegeld/
    40. Amount of the minimum wage, Government of the Netherlands, retrieved from https://www.government.nl/topics/minimum-wage/amount-of-the-minimum-wage
    41. Salaries in Amsterdam, Netherlands, retrieved from http://www.amsterdamtips.com/tips/prices-earnings-amsterdam.php
    42. Waiter/Waitress Salary in Amsterdam (Netherlands) – PayScale, August 2018, retrieved from https://www.payscale.com/research/NL/Job=Waiter%2fWaitress/Hourly_Rate
    描述: 碩士
    國立政治大學
    國際經營管理英語碩士學位學程(IMBA)
    105933026
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0105933026
    資料類型: thesis
    DOI: 10.6814/THE.NCCU.IMBA.042.2018.F08
    顯示於類別:[國際經營管理英語碩士學程IMBA] 學位論文

    文件中的檔案:

    檔案 大小格式瀏覽次數
    302601.pdf2373KbAdobe PDF244檢視/開啟


    在政大典藏中所有的資料項目都受到原著作權保護.


    社群 sharing

    著作權政策宣告 Copyright Announcement
    1.本網站之數位內容為國立政治大學所收錄之機構典藏，無償提供學術研究與公眾教育等公益性使用，惟仍請適度，合理使用本網站之內容，以尊重著作權人之權益。商業上之利用，則請先取得著作權人之授權。
    The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

    2.本網站之製作，已盡力防止侵害著作權人之權益，如仍發現本網站之數位內容有侵害著作權人權益情事者，請權利人通知本網站維護人員(nccur@nccu.edu.tw)，維護人員將立即採取移除該數位著作等補救措施。
    NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - 回饋