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    政大典藏 > College of Commerce > International MBA > Theses >  Item 140.119/31360


    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/31360


    Title: 馬來西亞民宿之加盟與經營
    Developing a Bed and Breakfast Franchise in Malaysia
    Authors: 邱慧玲
    Christina Khoo
    Contributors: 吳文傑
    Jack Wu
    邱慧玲
    Christina Khoo
    Keywords: 馬來西亞民宿
    Date: 2008
    Issue Date: 2009-09-14 09:51:36 (UTC+8)
    Abstract: 馬來西亞民宿之加盟與經營
    Situated in Southeast Asia, Malaysia is a popular tourist destination attracting travelers from all over the world. Currently in the tourism accommodation industry, traditional hotels are the main form of lodging available. Bed and Breakfast have been long established in Europe, America and most recently in Taiwan. Such lodging has its unique appeal as it offers a friendly and warm environment for tourists to interact and live with local families. In addition, bed and breakfast usually help local communities as it is a form of employment and source of income for families. Cozy Homes Bed and Breakfast aims to be the leading network of Bed and Breakfast in Malaysia offering high quality and comfortable accommodation to travelers. The business will consist of 2 units 1) Bed and Breakfast Model Home – this will be the first in Malaysia and 2) Marketing Services Unit – focused on brand building and establishing the franchise. The business model is scalable as recruitment of each new franchisee requires minimal investment from Cozy Home. Upon successful execution of the business plan, and if sales targets are achieved, the business will be profitable starting 2012.
    PART I - INTRODUCTION 2
    1.1 BED AND BREAKFAST INTRODUCTION 2
    1.2 BED AND BREAKFAST IN ASIA 2
    1.3 FAST FACTS ABOUT MALAYSIA 2
    PART II - ABOUT COZY HOMES 4
    2.1 EXECUTIVE SUMMARY 4
    2.2 THE COMPANY 5
    2.1.1 Mission 5
    2.1.2 Management Team 6
    PART III - MARKET SUMMARY 7
    3.1 MARKET SUMMARY ANALYSIS 7
    3.2 MARKET DEMOGRAPHICS 8
    3.2.1 Geographics 8
    3.2.2 Demographics 8
    3.2.3 Occupational Group 11
    3.2.4 Behavior Factors 11
    3.3 MARKET SEGMENTATION 12
    3.4 MARKET NEEDS 12
    3.5 MARKET TRENDS 12
    3.6 MARKET GROWTH 13
    3.7 SWOT ANALYSIS 15
    3.8 COMPETITION 16
    3.9 KEYS TO SUCCESS 16
    3.10 CRITICAL ISSUES 17
    PART IV- MARKETING STRATEGY 18
    4.1 TARGET MARKETS 18
    4.2 POSITIONING 19
    4.3 STRATEGIES 22
    4.4 MARKETING MIX 24
    4.5 PROMOTIONAL MIX 25
    PART V - FINANCIALS 29
    5.1 BUSINESS MODEL 29
    5.2 SALES FORECAST 30
    5.3 FINANCING PLAN 32
    PART VI - IMPLEMENTATION 34
    6.1 OPERATIONS 34
    6.2 TIMELINE 34
    APPENDIX A 35
    APPENDIX A-1 35
    APPENDIX A-2 36
    APPENDIX A-3 38
    Reference: None
    Description: 碩士
    國立政治大學
    國際經營管理碩士班(IMBA)
    96933038
    97
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0096933038
    Data Type: thesis
    Appears in Collections:[International MBA] Theses

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