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研究生： 龍冠秉
Alonso Mendez Serrano
論文名稱： 開設L'Agave du Terroir 墨西哥酒館的商業企畫書
Mezcaleria L’Agave du Terroir
指導教授： 蔡政憲
Tsai, Cheng-Hsien
口試委員: 詹芳書
Chan, Fang-Shu
陳威光
Chen, Wei-Kuang
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： 2019
畢業學年度： 107
語文別： 英文
論文頁數： 68
中文關鍵詞： 梅斯卡爾酒 、龍舌蘭酒 、酒吧 、餐廳 、法國 、南特
外文關鍵詞： Mezcal, Tequila, Bar, Restaurant, France, Nantes
DOI URL： http://doi.org/10.6814/NCCU201900128
相關次數： 點閱：68  下載：0 
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    In this thesis report it is presented the business plan for the implementation of a traditional Mexican concept called Mezcalería in Nantes city, France.
    A Mezcalería works as a kind restaurant-bar where the principal beverage offered is Mezcal, however it is not only a bar but a whole concept that comes from a tradition of drinking distilled potations in Mexico.
    “L’Agave du Terroir” will be used as a gateway to promote the agave distilled drinks besides the Mezcal, including Tequila, Bacanora and Sotol. In the same way it will be the bridge between the Mexican and Franco cultures holding activities that bring them closer.
    Nantes city has been chosen as the point of start for the business, regarding several strategic factors, such as the growth in population between 20 and 40 years’ old that is our target segment, the lower costs of operation that can be found in the city and the ease for the logistics for importing ingredients from Mexico. This and other reasons are part of the selection process that lead us to stablish our restaurant-bar in this place.
    The numbers and statistics presented in this document provide an optimistic perspective for the viability of this business plan and future of the Mezcalería when it is implemented, showing a high profitability that depends mainly in the growth of the customer basis during the first years of operation.

    1. General Company Description 1
    1.1. Missions 2
    1.2. Visions 2
    1.3. Objectives 3
    1.3.1. General 3
    1.3.2. Specific 3
    1.4. Business Philosophy 3
    1.5. Success Factors 4
    1.6. Service Overview 7
    1.7. Company Ownership 8
    2. Market Description 10
    2.1. Global Tequila Industry 10
    2.2. France Tequila Industry 13
    3. Business Model 15
    3.1. Value Proposition 15
    3.2. Customer Segments 15
    3.3. Channels 16
    3.4. Customer Relationships 17
    3.4.1. Reaching Customers 18
    3.4.2. Retaining Customers 18
    3.4.3. Growing Customers 20
    3.5. Revenues 20
    3.5.1. Types of Revenue Streams 20
    3.5.2. Pricing mechanisms 22
    3.6. Key Partners 22
    3.6.1. Spirits Importers 22
    3.6.2. Ingredients Importers 22
    3.6.3. Local farmers 23
    3.6.4. Local markets 23
    3.7. Key Resources 23
    3.7.1. Staff 23
    3.7.2. Customer databases 25
    3.7.3. ERP Software 25
    3.8. Key Activities 26
    3.8.1. Product selection and management 26
    3.8.2. Food preparation 26
    3.8.3. Marketing 26
    3.8.4. Sales and customer experience 26
    3.8.5. Entertainment 27
    3.9. Cost Structure 27
    4. Products and Services 29
    4.1. Drinks 29
    4.1.1. Mezcal 29
    4.1.2. Tequila 30
    4.1.3. Bacanora 30
    4.1.4. Sotol 31
    4.1.5. Beer 31
    4.1.6. Others 31
    4.1.7. Nonalcoholic 31
    4.2. Food 32
    4.2.1. Aperitifs 32
    4.2.2. Platters 32
    4.3. Events 33
    4.3.1. Concerts 33
    4.3.2. Exhibitions 33
    4.3.3. Master Classes 33
    4.3.4. Spirits Tasting 33
    4.3.5. Gourmand Degustation 34
    4.4. Retailing 34
    4.5. Advertisement 35
    5. Marketing Plan and Sales Strategy 36
    5.1. Selling Proposition 36
    5.2. Positioning Strategy 37
    5.3. Pricing Strategies 38
    5.3.1. Three Tier Pricing 38
    5.3.2. Dynamic Pricing 38
    5.4. Promotion Strategies 39
    5.4.1. Push Marketing 39
    5.4.2. Pull marketing 39
    5.4.3. Email Marketing 40
    5.4.4. Social Media 40
    6. Strategic Framework 41
    6.1. SWOT Analysis 41
    6.1.1. Strength 41
    6.1.2. Weaknesses 42
    6.1.3. Opportunities 42
    6.1.4. Threats 43
    6.2. Management and Organization 44
    6.2.1. Organizational Structure 44
    6.3. Operations Plan 45
    6.3.1. Production 45
    6.3.2. Bar Service 45
    6.3.3. Restaurant Service 46
    6.3.4. Personnel 46
    7. Financial Plan 47
    7.1. Assumptions 47
    7.1.1. Startup costs 48
    7.1.2. Prices 48
    7.2. Sales Forecasts 52
    7.2.1. Sensitivity Analyses 53
    7.3. Income Statement 57
    7.4. Net Present Value 58
    8. Conclusions 60
    9. References 62
    10. Appendix 66

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