政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/78078

政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/78078

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政大典藏 > College of Commerce > International MBA > Theses > Item 140.119/78078

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/78078

Title:	在台北之烘焙咖啡連鎖店營運計畫書 Business Plan Roasted Coffee Shop Chain Store in Taipei City
Authors:	潘仕杰 Pascual, Carlos
Contributors:	吳文傑 Wu, Jack 潘仕杰 Pascual, Carlos
Keywords:	烘焙咖啡連鎖店 Roasted Coffee Chain Store
Date:	2015
Issue Date:	2015-09-01 16:16:00 (UTC+8)
Abstract:	The coffee consumption in Asia has experienced an exponential growth in recent years, it`s a combination of a world trend that has embraced coffee drinking culture and elevated it to a Craft level drink, as well as the influence of western cultures. We can observe a sustained growth in Taiwan since in the last 5 years the composition of imports reflect a constant shift to import better and higher quality coffees. In recent years the main cities of Taiwan have seen an increased amount of specialty coffee shop options that focus and growing interest and trend of consumers that have made coffee their daily beverage of choice. As a result Taiwan is now a renowned location because of its talented coffee people that have won in recent years international competition in all of the different categories. We can observe that the market has been segregated in two categories, the high end with Starbucks as the leader in its category, followed by many independent coffee shops that offer high end specialty coffee. In the lower end we have low priced coffee options offered in Chain store coffee shops and convenience stores. The average price of the high end is double the price of the low end options, creating a gap and a market that is currently not being addressed in the market. To be able to differentiate from the low end price options in the market and attract the right consumers to our stores, we will carefully curate our offerings based on market research to determine the right positive price and quality ratio for our consumers. Our product offering will include: Coffee drinks, light pre¬prepared food, as well as roasted coffee and coffee brewing accessories. Our Coffee Shops will create a unique coffee experience that engages the 5 human senses (sight, smell, touch, listening and taste), of the consumer when they enter our strategically located store in a high traffic area, where we will serve on-the¬go as well as 10 sitting tables of 3 people. We will hire coffee passionate consumer oriented Baristas that will familiarize and educate our consumer with the different coffee options available, while we prepare the coffee using innovative coffee preparation methods. With a initial investment of NTD$2,407,000, we expect to have a gross margin of 38%, while serving 450 consuming customers per month at the end of the first year, be cash positive in the 8th month, and be able to return our investment in the middle of the 2nd year. 1 Executive Summary 2 Coffee shop market in Taiwan 2.1 Coffee consumption habits and trends 2.2 Demographics of Taipei 2.3 Taiwanese consumer behavior 2.4 Coffee quality definition and coffee trends 2.4.1 Third wave coffee movement 3 Project definition 3.1 Differentiation elements 3.2 Target Market 3.3 Marketing strategy 3.4 Store concept 3.5 Location 3.6 Menu and prices 3.7 Organizational structure 3.8 SWOT analysis of the competition 3.9 Ownership and exit strategy 4 Business Model Generation analysis 4.1 Customers 4.2 Customer Relationships 4.3 Channels 4.4 Value Proposition 4.5 Key Activities 4.6 Key Resources 4.7 Key Partners 5 Financial analysis 6 Additional references
Reference:	http://www.taipeicoffee.org.tw/ http://www.tasc.org.tw/ http://www.amcham.com.tw/topics/2015/01/taipei¬coffee¬culture¬rich¬robust¬and¬s atisfying/
Description:	碩士國立政治大學國際經營管理英語碩士學位學程(IMBA) 97933037
Source URI:	http://thesis.lib.nccu.edu.tw/record/#G0097933037
Data Type:	thesis
Appears in Collections:	[International MBA] Theses

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