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| Title: | 為尼加拉瓜馬拉瓜市El Carretón by El Morralito餐廳開發義大利三明治和義大利麵餐車服務
El Carretón by El Morralito: Panini & Pasta Food truck in Managua, Nicaragua |
| Authors: | 羅來德
Lopez, Nester |
| Contributors: | 白德傑
Brodowsky, Glen
羅來德
Lopez, Nester |
| Keywords: | 流動餐車
流動餐車產業
義大利菜
Food Truck
Mobile Food Industry
Italian Cuisine |
| Date: | 2014 |
| Issue Date: | 2015-07-01 14:49:10 (UTC+8) |
| Abstract: | 為尼加拉瓜馬拉瓜市El Carretón by El Morralito餐廳開發義大利三明治和義大利麵餐車服務
The mobile food industry in Nicaragua is as of the writing of this document, in a growth stage. The competition is low and the conditions are proper to quickly expand and settle as one of the leaders in the industry. Based on this, the owners of El Morralito, an Italian Panini & Pasta small eatery have decided to plan their expansion into the mobile food market by launching a Food Truck: El Carretón by El Morralito.
Trained personnel, mobile sales point, customer relationships, focus on quality and profitability, and expertise in logistics are the key success factors that will ensure El Carretón successful in its initially target market, which comprehends mostly students and office employees around the center of Managua in a 2 Km radius that includes the biggest universities and the largest office compound in the capital.
Launching the mobile brand as part of an existing company will allow the startup to initiate its operations with several sunk costs, that will reduce the initial investment required to launch the service. Synergies between the existing eatery and the mobile truck will allow each individual business to reduce its costs by sharing a central kitchen, storage space and to have additional procurement bargaining power by bulk purchasing, which will eventually reduce costs and increase profits. Based on these synergies, the expansion plan includes additional trucks of the same and new cuisines that could eventually be franchised.
The financial analysis, which includes the expansion plan, proves the project to be profitable and desirable under its assumptions, based on the initial investment scheme.
1. Company Overview 1
1.1. Mission 1
1.2. Vision 1
1.3. Objectives 1
1.3.1. General 1
1.3.2. Specific 1
1.4. Key Success Factors 1
1.5. Background and history 3
1.6. Brand and product overview 4
1.6.1. Logo 5
1.7. Company Ownership 5
1.8. Startup Summary 6
2. Business Model 7
2.1. Value Proposition 7
2.2. Customer Segments 7
2.3. Channels 7
2.4. Customer Relationships 7
2.5. Revenue Streams 8
2.6. Key Partners 8
2.7. Key Activities 9
2.8. Key Resources 9
2.9. Cost Structure 9
3. Marketing Plan 11
3.1. Current marketing situation 11
3.1.1. Promotion 11
3.1.2. Pricing 11
3.1.3. Mobile Food and Food Truck Industry 11
3.1.4. Operations Plan 15
3.1.5. Market Description 16
3.2. Marketing strategy 20
3.2.1. Product (Customer solution) 20
3.2.2. Pricing (Customer cost) 23
3.2.3. Placement (Convenience) 23
3.2.4. Promotion (Communication) 24
4. Strategic Plan 26
4.1. External Analysis (Opportunities and Threats) 26
4.1.1. Porter’s Five Forces Analysis 26
4.1.2. Industry Life-Cycle Analysis 28
4.1.3. Macro environment 29
4.2. Internal Analysis (Competencies and Competitive Advantage) 30
4.3. SWOT Map 30
4.4. Business-Level Strategy 31
5. Financial Plan 33
5.1. Startup Financial Needs 34
5.2. Projected Starting Balance Sheet 35
5.3. Projected Profit And Loss Statement 36
5.4. Projected Cash Flow 37
5.5. Profitability Analysis 38
5.5.1. Financing 38
5.5.2. Breakeven Analysis 38
5.5.3. NPV and IRR 38
6. Conclusion 40
7. Bibliography 41
8. Appendix 43
8.1. Appendix 1. Strategic Locations Map (Enlarged) 43
8.2. Appendix 2. Menu and Prices for El Carretón 44
8.3. Appendix 3. Startup Costs Detail 45 |
| Reference: | (2015, April 13). Retrieved from Trading Economics: http://www.tradingeconomics.com/nicaragua/real-interest-rate-percent-wb-data.html
Arbor, A. (2014, August 16). Study identifies factors that contribute to food trucks` fast spread. Retrieved April 6, 2015, from Michigan News: http://ns.umich.edu/new/releases/22337-study-identifies-factors-that-contribute-to-food-trucks-fast-spread
Banco Central De Nicaragua. (n.d.). Retrieved April 13, 2015, from Banco Central De Nicaragua: http://www.bcn.gob.ni
Butler, S. (2014, August 8). From Chuck Wagons to Pushcarts: The History of the Food Truck. Retrieved from history.com: http://www.history.com/news/hungry-history/from-chuck-wagons-to-pushcarts-the-history-of-the-food-truck
Consejo Nacional de Universidades. (n.d.). Retrieved from CNU: http://www.cnu.edu.ni
Engber, D. (2014, May 2). Who Made That Food Truck? Retrieved April 6, 2015, from New York Times: http://www.nytimes.com/2014/05/04/magazine/who-made-that-food-truck.html?_r=0
Index Mundi. (2015, April 13). Retrieved from Nicaragua Demographics Profile 2014: http://www.indexmundi.com/nicaragua/demographics_profile.html
Instituto Nacional De Información De Desarrollo. (n.d.). Retrieved from INIDE: http://www.inide.gob.ni
Instituto Nicaraguense de Fomento Municipal. (n.d.). Retrieved from Inifom: http://www.inifom.gob.ni/municipios/documentos/MANAGUA/managua2.pdf
Jones, G., & Hill, C. (2008). Theory Of Strategic Management with Cases (10th ed.). South-Western, Cengage Learning.
Kotler, P., & Armstrong, G. (2012). Principles Of Marketing (Fourteenth ed.). Pearson Education Limited.
Myrick, R. (2012). Running a Food Truck For Dummies. John Wiley & Sons, Inc.
Osterwalder, A., & Pigneur, Y. (2010). Business Model Generation. John Wiley & Sons, Inc.
PRONicaragua. (n.d.). Retrieved from PRONicaragua: http://www.pronicaragua.org/es/descubre-nicaragua/poblacion
World Bank. (2015, April 14). Retrieved from World Bank: http://data.worldbank.org/indicator/EN.POP.DNST |
| Description: | 碩士
國立政治大學
國際經營管理英語碩士學位學程(IMBA)
102933048
103 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0102933048 |
| 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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