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https://nccur.lib.nccu.edu.tw/handle/140.119/71731
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| Title: | 台灣休閒咖啡館商業計畫書
Business Plan of Leisure Coffee Shop |
| Authors: | 李思逸
Lee, Anna |
| Contributors: | 吳文傑
Wu, Jack
李思逸
Lee, Anna |
| Keywords: | 休閒咖啡館
商業計畫書
Leisure Coffee Shop
Business Plan |
| Date: | 2014 |
| Issue Date: | 2014-12-01 14:21:53 (UTC+8) |
| Abstract: | 台灣休閒咖啡館商業計畫書
In Taiwan, have a cup of coffee have become part of the life of people who lives in the city. We cannot only buy the coffee in coffee shop like Starbucks, Barista, or Mr. Brown but also in convenient stores like 7-11 and Family Mart. These places provide different kinds and levels of coffee. This causes a fierce competition in coffee shop market. But this also indicates that the needs of coffee keep growing. Although lots of places provide coffee, only few of them provide quality coffee in a special and tasteful space. Most coffee shops are for people to sit down and talk and consumers don’t care if the coffee is good or not as long as it’s cheap. Actually from a cup of coffee, there are lots of things to talk about. From the history of drinking coffee, places that coffee bean grows, and people who live in those places. It will be fantastic if people know this information when having coffee. Form a cup of coffee, we know how to care about the world, and we don’t have to learn these things in a classroom but in a warm, elegant coffee shop.
Le Moulin de la Galette will be a shop that not only provides good coffee, but also knowledge of coffee and the way to develop the culture of coffee. It will also be a place that the customer will gain a series of delightful experiences instead of just some products that you can have anywhere.
1. Executive Summary 1
1.1. Objectives 2
1.2. Mission 3
2. Company Summary 4
2.1. Company Ownership 4
2.2. Start-Up Summery 4
3. Products and Price 6
3.1. Product List 6
4. Market Analysis Summary 9
4.1. Market Segmentation 9
4.2. Target Market Segment Strategy 10
4.3. Target Market Survey 11
4.4. Competitor Analysis 19
4.5. Service Business Analysis 22
5. Web Plan Summary 24
5.1. Website Marketing Strategy 24
6. Strategy and Implementation Summery 25
6.1. SWOT Analysis 25
6.2. Competitive Edge 25
6.3. Marketing Strategy 26
6.4. Sales Strategy 28
6.5. Product Differentiation 30
7. Management Summary 32
7.1. Personnel Plan 32
7.2. Staff Training 33
8. Financial Plan 35
8.1. Start-Up Funding 35
8.2. Break-Even Analysis 36
8.3. Projected Profit and Loss 36
8.4. Long-Term Plan 37
Reference 38
Appendix 40 |
| Reference: | 1. 林祝菁(2013.Mar..6)。連鎖咖啡店大舉擴店。中時電子報。http://tw.news.yahoo.com/%E9%80%A3%E9%8E%96%E5%92%96%E5%95%A1%E5%BA%97-%E5%A4%A7%E8%88%89%E6%93%B4%E9%BB%9E-213000664--finance.html
2. 楊雅民(2013. Aug. 26)。台灣年喝23億杯 咖啡黑金爆發。自由時報財經版。http://www.libertytimes.com.tw/2013/new/aug/26/today-e1.htm
3. Cheng Hou-geng(2012 May 2), Taiwan Industry Reports, Coffee, Tea Shops and Bars. Taiwan Institute of Economic Research.
4. Cheng Hou-geng (2012 Dec. 11), Taiwan Industry Reports, Beverage Outlets. Taiwan Institute of Economic Research.
5. Kaylor Hildenbrand (2011 Oct.11),The look of luxury, Packagespeak http://packagespeak.com/2011/10/the-look-of-luxury/
6. Hyon Jung Lee(2006), Most Expensive Coffee, Forbes News Posts. http://www.forbes.com/2006/07/19/priciest-coffee-beans_cx_hl_0720featA_ls.html
7. Sammy Said (2013 Jul. 13), Top 10 Most Expensive Coffee in the World, TheRichest. http://www.therichest.com/luxury/most-expensive/top-10-most-expensive-coffee-in-the-world/.
8. Tana Macmanee(2013 Jul 25), From Golden Nugget Pops to Luxury Cognac Cupcakes, Trend Hunter. http://www.trendhunter.com/slideshow/luxurious-dessert-recipes
9. Peter Vallas(2011 Mar. 1) `The Chocolate` is a Series of Truffles Adorned With 24K Gold Flakes, Trend Hunter. http://www.trendhunter.com/trends/the-chocolate
10. 王莞甯(2014, Apr. 24) 西雅圖開精品咖啡店 最貴咖啡每杯888元！年底前再開2家，鉅亨網cnYES.com. http://www.nownews.com/n/2014/04/24/1205594
Source of the pictures
1. Figure 1: http://www.bellavita.com.tw/m/cht/store.php?d=69
2. Figure 2: http://www.telegraph.co.uk/travel/hotel/58443/The-Ritz-Piccadilly-London-hotel-review.html |
| Description: | 碩士
國立政治大學
國際經營管理英語碩士學位學程(IMBA)
100933006
103 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0100933006 |
| 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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