政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/50969

政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/50969

English | 正體中文 | 简体中文 | Post-Print筆數 : 27 | 全文筆數/總筆數 : 113646/144632 (79%)
造訪人次 : 51498947 線上人數 : 492

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

主頁 ‧ 登入 ‧ 上傳 ‧ 說明 ‧ 關於政大典藏 ‧ 管理

到手機版

政大機構典藏 > 商學院 > 國際經營管理英語碩士學程IMBA > 學位論文 > Item 140.119/50969

請使用永久網址來引用或連結此文件: https://nccur.lib.nccu.edu.tw/handle/140.119/50969

題名:	CHIPOTLE 墨西哥餐廳台北店商業計畫 Chipotle Mexican Grill Taipei business plan
作者:	陳浩仁 Chen, Hao-Jen
貢獻者:	吳文傑 Wu, Jack 陳浩仁 Chen, Hao-Jen
關鍵詞:	CHIPOTLE 墨西哥餐廳商業計畫
日期:	2010
上傳時間:	2011-09-29 18:20:24 (UTC+8)
摘要:	CHIPOTLE Mexican Grill Taipei (hereafter will be abbreviated as “CMGT”) plans to open in Fall 2012 and will be located in the Xinyi District of Taipei, Taiwan. CHIPOTLE Mexican Grill Taipei will seek to capitalize on the growing interest in Mexican food by introducing to Taipei a decent but affordable choice of Mexican Grill – CHIPOTLE (NYSE: CMG). As one the most successful Mexican fast food chain restaurants in the United States, CHIPOTLE currently has no stores in Taiwan. As with other CHIPOTLE stores in the United States, CHIPOTLE Mexican Grill Taipei will serve a short list of menu but long on options, and is dedicated to become the number one choice of Mexican fast food for residents, workers and visitors in the Xinyi District as well as the metropolitan Taipei. Under the Corporation Law of Taiwan, CHIPOTLE Mexican Grill Taipei will be a limited liability corporation owned by Buzz Chen and Hughes Chen and two private investors. Both Buzz and Hughes have long been interested in bringing the CHIPOTLE dinning experience, which they both enjoyed a lot when studying in the United States, to Taiwan. Buzz, who has previously studied and worked in the San Francisco Bay Area of the United States and Shanghai China, is a soon-to-be MBA graduate of NCCU Taipei. Hughes, on the other hand, received his PH.D. in marketing from the University of Maryland and has worked part-time as a business consultant on numerous projects. CHIPOTLE Mexican Grill Taipei will seek to lease a space approximately 25 pings (坪) in the Xinyi District of Taipei. The Xinyi District is so called the “Manhattan of Taipei” where a number of financial institutions of both foreign and local have established their Taipei headquarters in, hence is very heavy with people traffic especially during lunch and dinner hours. An initial amount of NTD 4.54 million will be required for start-up, where Buzz and Hughes will each contribute NTD 1.16 million, and the private investors will contribute NTD 1.11 million each. 1.0 Executive Summary – objectives and mission 1 2.0 Introduction 3 What is Burrito? 3 What is Chipotle Mexican Grill? 3 Why open a Chipotle in Taipei? 4 3.0 The Market 6 Historical background of Taiwan’s food culture 6 The two trends 6 CMGT’s targeted customers 9 Dining customs of Taiwanese consumers and its implications for CMGT 11 The competition 11 4.0 The Business Model 16 The management 17 Competitive advantages 17 Proposal 18 SWOT 21 5.0 Company Overview & Strategy 22 Name, Brand and Signage 22 Location 22 Menu and Product Offerings 22 Food sourcing 24 Pricing 24 Franchising 25 Store environment 25 Promotional and advertisement 26 Staffing 27 Entry and growth 28 6.0 Financials 30 Revenue projections 30 Profit & loss projections 31 Pro forma cash flow 32 Pro forma balance sheet 33 Break-even analysis 34 7.0 Conclusion 36 Appendix 38 References 44
參考文獻:	1. Official Web Portal, Chipotle.com: What is food with integrity?. Retrieved on May 2, 2011, from National Chengchi University: http://www.chipotle.com/en-US/fwi/fwi.aspx 2. Official Web Portal, Wikipedia: Burrito. Retrieved on May 2, 2011, from National Chengchi University: http://en.wikipedia.org/wiki/Burrito 3. Official Web Portal, Wikipedia: Chipotle Mexican Grill. Retrieved on May 2, 2011, from National Chengchi University: http://en.wikipedia.org/wiki/Chipotle_Mexican_Grill 4. Official Web Portal, Department of Statistics, Ministry of Economic Affairs: Domestic Statistics. Retrieved on May 2, 2011, from National Chengchi University: http://2k3dmz2.moea.gov.tw/gnweb/News/wFrmNews.aspx?id=NEWS_03&no=3 5. Official Web Portal, Council of Labor Affairs: Statistics on Foreign Professionals. Retrieved on May 2, 2011, from National Chengchi University: http://statdb.cla.gov.tw/statis/webproxy.aspx?sys=100&kind=10&type=1&funid=q1304&rdm=gggggggg 6. Official Web Portal, Xinyi District Office: Statistics on Population. Retrieved on May 2, 2011, from National Chengchi University: http://www.xyhr.taipei.gov.tw/MP_102071.html 7. Official Web Portal, Wikipedia: Chili’s. Retrieved on May 2, 2011, from National Chengchi University: http://en.wikipedia.org/wiki/Chili`s 8. Official Web Portal, Wikipedia: Subway (restaurant). Retrieved on May 2, 2011, from National Chengchi University: http://en.wikipedia.org/wiki/Subway_(restaurant) 9. 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.
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) 98933002 99
資料來源:	http://thesis.lib.nccu.edu.tw/record/#G0098933002
資料類型:	thesis
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
index.html	0Kb	HTML2	1159	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