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    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/38446


    Title: 開設Pirate Mary’s餐廳的商業企劃書
    Pirate Mary’s a business plan
    Authors: 金迪恩
    Keane, Denis John
    Contributors: 何小台
    Ho, Chester
    金迪恩
    Keane, Denis John
    Keywords: 商業企劃書
    Date: 2009
    Issue Date: 2010-06-15 16:24:47 (UTC+8)
    Abstract: 開設Pirate Mary’s餐廳的商業企劃書
    None
    1 Executive Summary..........................................................................................3
    1.1 Objectives..................................................................................................................3
    1.2 Mission......................................................................................................................3
    1.3 Keys to Success.........................................................................................................3
    2 Company Summary..........................................................................................4
    2.1 Company Ownership.................................................................................................4
    2.2 Value Statement.........................................................................................................5
    2.3 Start Up Summary.....................................................................................................5
    2.4 Location.....................................................................................................................7
    3 Products ............................................................................................................9
    3.1 Product Description...................................................................................................9
    3.2 The Oil.....................................................................................................................10
    3.3 Competitive Comparison.........................................................................................11
    3.4 Sourcing..................................................................................................................12
    3.5 Future Products.......................................................................................................12
    4 Market Analysis..............................................................................................12
    4.1 What is a Night Market?.........................................................................................13
    4.2 Who is the Customer?.............................................................................................13
    4.3 Why Do They Visit the Night Market?...................................................................13
    4.4 So Who is Our Target Market?................................................................................14
    4.5 Market Conditions...................................................................................................14
    4.6 The Competition......................................................................................................15
    5 Marketing Plan...............................................................................................15
    5.1 Building Brand........................................................................................................16
    5.1.1 Why Pirate Mary`s?..................................................................................16
    5.1.2 What is ""Kawaii""?....................................................................................16
    5.1.3 Developing the Pirate Mary`s Logo..........................................................17
    5.2 Pricing Strategy.......................................................................................................17
    5.3 Marketing Strategy..................................................................................................18
    5.3.1 Susceptibility and Awareness...................................................................19
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    5.3.2 Interest and Understanding.......................................................................22
    5.3.3 Attitude and Legitimacy...........................................................................22
    5.3.4 Purchase....................................................................................................23
    5.3.5 Trial and Experience.................................................................................23
    5.3.6 Repeat Purchase........................................................................................23
    5.4 On-line Marketing Strategy.....................................................................................23
    5.5 Marketing Budget....................................................................................................26
    6 Implementation...............................................................................................26
    6.1 Kitchen....................................................................................................................26
    6.2 Stall..........................................................................................................................28
    6.3 Logistics..................................................................................................................28
    6.4 Employees...............................................................................................................29
    6.4.1 Employee`s Pay and Incentives................................................................31
    7 Franchising......................................................................................................31
    7.1 Benefits to Pirate Mary`s by Franchising................................................................32
    7.2 Benefits to the Franchisee.......................................................................................33
    7.3 Selecting the Franchisee..........................................................................................33
    7.4 The Franchise Model...............................................................................................34
    7.5 Roll Out...................................................................................................................36
    8 Financial Statements......................................................................................37
    8.1 Sales Forecast..........................................................................................................37
    8.2 Break-even Analysis................................................................................................38
    8.3 Cash Flow Statement...............................................................................................40
    8.4 Income Statement.....................................................................................41
    Appendices.........................................................................................................42
    References...........................................................................................................51
    Reference: Alon, I. (2005). Service Franchising: A Global Perspective (1 ed.). New York: Springer.
    Chang, J., Hsieh, A.T. (2006) Leisure Motives of Eating Out in Night Markets. Journal of
    Business Research, Volume 59, Issue 12, Pages 1276-1278
    Grunhagen, M., & Dorsch, M. J. (2003). Does the Franchisor Provide Value to the
    Franchisees? Past Current and Future Value Assessments of Two Franchise Types.
    Journal of Small Business Management, 41(4), 366-384.
    Her, K. (2008) A Taste of the Night. Taiwan Review, Volume 58, Issue 5, Page 10-14.
    Hsieh, A.T., Chang, J. (2006) Shopping and Tourist Night Markets in Taiwan. Tourism
    Management, Volume 27, Issue 1, Pages 138-145
    Kawasaki, G. (2004). The Art of the Start: The Time-Tested, Battle-Hardened Guide for
    Anyone Starting Anything. Ottawa: Portfolio Hardcover.
    Kestenbaum, H. (2008). So You Want to Franchise Your Business (1 ed.). Irvine, CA:
    Entrepreneur Press.
    Levinson, J. C. (1990). Guerrilla Marketing Weapons: 100 Affordable Marketing Methods.
    New York: Plume.
    Mercer. (1996). Marketing (2 ed.). Malden, MA: Wiley-Blackwell.
    Ni, L., Alon, I., & Dant, R. P. (2009, September). US-Based Fast Food Restaurants: Factors
    Influencing International Expansion of Franchise Systems. Paper presented at the
    Fourth International Conference on Economics and Management of Networks,
    Sarajevo, Bosnia and Herzegovina.
    Yu, S.D. "Hot and Noisy: Taiwan`s Night Market Culture" in Jordan, D.K., Andrew D.M.,
    Moskowitz, M.L., (eds.)(2004) The Minor Arts of Daily Life: Popular Culture in
    Taiwan , Honolulu: Univ. of Hawai`i Press
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    N a t i on a l Ch e n g c h i U n i v e r s i t y
    Roach, M. (December, 1999) Cute Inc. WIRED Magazine.
    Taipei City finds issue with frying oil at fast food outlets. (2009, July 10).
    Taiwan News, pp. 1.
    Taiwan`s tourism revenues up 13.85% in 2008: official tallies. (2009, July 10).
    The China Post, pp. 2.
    Taiwan McDonald`s issues statement to clarify oil dispute. (2009, June 26).
    Taiwan News, pp. 2.
    All About Cooking Oils. Pressure Cooker Recipes. Retrieved December 9, 2009, from http://
    missvickie.com/howto/spices/oils.html#%20Oils%20for%20Frying
    Eldon, E. Facebook Gains More Ground in Southeast Asia. Retrieved September 2, 2009,
    from http://www.insidefacebook.com/2009/09/02/facebook-gains-more-ground-insoutheast-
    asia/
    Stephens, S. (2008, October 23) Burger King, McDonald`s, recession-proof? Retrieved
    October 23, 2008, from http://www.thedeal.com/corporatedealmaker/2008/10/
    Taiwan to Fine McDonald`s, Dominos for Arsenic in Frying Oil. Retrieved July 13, 2009,
    from http://www.earthtimes.org/articles/show/277199,taiwan-to-fine-mcdonaldsdominos-
    pizza-for-arsenic-in-frying-oil.html
    Description: 碩士
    國立政治大學
    國際經營管理碩士班(IMBA)
    95933028
    98
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0959330281
    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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