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研究生： 林靜凡
Kumarn, Juthatip
論文名稱： 泰灣 - 泰國快速服務餐廳
ThaiOne-Thai Quick Service Restaurant
指導教授： 蔡政憲
Tsai, Jason
學位類別： 碩士
Master
系所名稱： 商學院 - 國際經營管理英語碩士學位學程(IMBA)
International MBA Program College of Commerce(IMBA)
論文出版年： 2015
畢業學年度： 103
語文別： 英文
論文頁數： 49
中文關鍵詞： 泰式料理 、快速服務 、餐廳 、內湖
外文關鍵詞： Thai, Quick Service, Restaurant, Neihu
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    • 泰灣 - 泰國快速服務餐廳

    The main objective of this study is to make a business plan that outlining the necessary measures taken to create ThaiOne, a Thai quick service restaurant in Taipei, Taiwan R.O.C of which the first restaurant location is in Neihu Technology park. It aims to provide authentic, delicious and healthy Thai food with the convenience of fast-food with rapid response time.
    In the study, global and local market information was acquired from available sources to determine the future growth of global food industry and food industry in Taiwan in general. Interviews with potential customers and site visits were also conducted in Neihu business area with the aim to find out consumer behaviour and expectations on the new food outlet or restaurant in the area. Financial analysis such as net present value, sensitivity and break-even analysis were conducted to determine if the project is worth investing or not and what is major risk of the project.
    The result of the study show positive net present value of the proposed business. However sensitivity analysis reveals that sale volume is the major factor that could affect the business cash flow and success of the investment.

    1. Executive Summary 1
    2. Company, Objectives and Management Team 2
    2.1. Company Profile and First Location 2
    2.2. Mission 2
    2.3. Vision 2
    2.4. Keys to Success 2
    2.5. Business Objectives 3
    2.6. Company Ownership & Management Team 3
    3. Products and Services 5
    3.1. Products 5
    3.2. Menu 5
    3.2.1. Green Curry Chicken - 泰式青咖哩雞 6
    3.2.2. Galangal Chicken Soup -椰奶雞湯 7
    3.2.3. Stir Fried Basil with Minced Pork - 打拋豬肉飯 8
    3.2.4. Thai Style Pork Omelet - 煎雞蛋蓋飯 9
    3.2.5. Padthai - 泰式炒粿條 ผัดไทย 9
    3.2.6. Massaman Curry – 瑪莎曼咖哩 10
    3.2.7. Fried Rice (Pork/Chicken) -炒飯 (豬/雞) 11
    3.2.8. Panang Curry with Rice – 泰式帕能咖哩雞 12
    3.2.9. Stir-Fried Chicken with Peanuts – 宮保雞丁 13
    3.2.10. Tom Yum Fried Rice – 酸辣炒飯 14
    3.2.11. Side Dish : FriedChicken/Shrimp Pancake 14
    3.2.12. Drink: Thai milk tea- 泰式奶茶 ชานม (Cha nom) 15
    3.3. Services 15
    4. Market Analysis and Target Customers 16
    4.1. Market Analysis 16
    4.2. Market Segmentation and Target Market 18
    4.3. Consumer Behavior 20
    4.4. Target Market Strategy 21
    4.5. Competition 21
    4.5.1. Industry Definition 21
    4.5.2. Competitive Environment 22
    4.5.3. Competitive Geography 22
    4.5.4. Competitors 23
    4.5.5. Competitive Analysis 24
    5. Marketing and Sales Strategy 25
    5.1. Value Proposition 25
    5.2. Positioning Statements 25
    5.3. Pricing 25
    5.4. Marketing Programs 27
    5.4.1. Promotion 27
    5.4.2. Advertising 28
    5.5. Sales Strategy 29
    6. Financial Plan 30
    6.1. Assumptions 30
    6.2. Start-Up Funding 30
    6.3. Net Present Value Analysis 30
    6.4. Sensitivity Analysis 32
    6.5. Break-Even Analysis 33
    7. Conclusion and Potential Risks 36
    Reference 38
    Appendix A: Break-Even Analysis (Dishes) 39
    Appendix B: Sale Forecast 40
    Appendix C: Income Statement 41

    • Bank of Taiwan, Loan Services, 2015 <http://www.bot.com.tw/English/BankServices/LoansServices/Pages/default.aspx>
    • Taiwan Economic Journal, 2015, T13-3 Financial Structure – Others
    • GAIN.com, USDA Foreign Agricultural Service 2013 Report, 2013, Taiwan Food Service – Hotel Restaurant Institutional <http://gain.fas.usda.gov/Recent%20GAIN%20Publications/Food%20Service%20-%20Hotel%20Restaurant%20Institutional_Taipei%20ATO_Taiwan_12-26-2013.pdf>
    • IBISWORLD.com, Global Fast Food Restaurants Market Research Report | Mar 2015 <http://www.ibisworld.com/industry/global/global-fast-food-restaurants.html>
    • Department of Statistics, Ministry of Economic Affairs (MOEA), 2015, Industrial production, shipment & inventory statistics survey. <http://dmz9.moea.gov.tw/gmweb/investigate/InvestigateDA.aspx?lang=E>
    • DGITIMES.com, 2014/10/08, Investment Opportunities in the Food and Beverage (F&B) Industry in Taiwan <http://www.digitimes.com.tw/seminar/dois_20141008/pdf/1-3%202014_%E9%A4%90%E9%A3%B2%E6%9C%8D%E5%8B%99%E7%94%A2%E6%A5%AD%E6%9B%B4%E6%96%B0(%E8%8B%B1).pdf>

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