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研究生： 傅聖潔
Fu, Shen Jye
論文名稱： 一杯咖啡一間學校
Coffee for the future
指導教授： 何富年
Ho, Foo-Nin
口試委員: 劉惠美
Liu, Hui-Mei
吳文傑
Wu, Jack
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： 2017
畢業學年度： 106
語文別： 英文
論文頁數： 56
中文關鍵詞： 社會企業 、精品咖啡 、新創企業
外文關鍵詞： Impact trade
DOI URL： http://doi.org/10.6814/THE.NCCU.IMBA.012.2018.F08
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    • IMPCT, the world’s first and only impact trade coffee company. Our Coffee for the Future is the world’s first truly ethical specialty coffee. We directly source the world’s best specialty coffee from developing countries and transparently invest 100% of our profits back into local women to build and own education businesses that transform their communities.
    Our company vision is simple, to help build a world in which the products we consume on a daily basis help build a brighter future for the often poor countries and communities they come from. We imagine Coffee for the Future cafes stretching across Asia, building hundreds of schools per year for the countries and communities who need it most.
    Impact trade is a brand new development model in that it invests (rather than donates) money into the intervention (preschool education) research-proven to create the highest social returns. We lend startup capital to women in poor communities to build and own one of our Playcare preschool franchises. Our Playcare owners slowly pay us back over time, freeing up that capital to invest in future projects.

    1. IMPCT Introduction 1
    2. IMPCT Overview 2
    2.1. Company Background 2
    2.2. Hult Prize 2
    2.2.1. Social Enterprise 6
    2.3. Mission 9
    2.4. Vision 9
    2.5. Organizational Chart 10
    2.6. Company Timeline 13
    3. Brand, Products and Services 15
    3.1. Brand 15
    3.1.1. 2015 Hult Prize Student Business Competition Winner Team 17
    3.1.2. Company with Purpose 18
    3.1.3. International Diversity 20
    3.2. Product and Services 21
    3.2.1. What is specialty coffee 21
    3.2.2. Why ethical specialty coffee? 22
    4. Marketing Plan 27
    4.1. IMPCT 4Ps 27
    4.1.1. Product 27
    4.1.2. Price 28
    4.1.3. Place 29
    4.1.4. Promotion 30
    4.2. Market Analysis 34
    4.2.1. Coffee Market Worldwide and Taiwan 35
    4.2.2. Product for Purpose 36
    4.2.3. Big Era in Coffee Industry 38
    4.3. Market advantages 39
    4.4. Marketing Tools: Media, Influencer, and Social Sharing 39
    4.5. Customers Service 41
    5. Expending IMPCT Coffee for the Future 44
    5.1. Coffee for the future 44
    5.1.1. The Problem 44
    5.1.2. A New Approach 45
    5.1.3. Description 46
    5.1.4. Model advantages 49
    5.2. IMPCT coffee for the future Business Model: Revenue and Profit 49
    5.3. Coffee Shop Expansion Requirement 51
    5.4. Observation and conclusion 52
    Reference 53
    Appendix 1 55

    1. https://www.youtube.com/watch?v=B6d_Jgvis8Q
    2. https://www.americaninno.com/boston/and-the-winner-of-the-2015-hult-prize-is-1/
    3. http://www.grameen-info.org/grameen-founder-muhammad-yunus/
    4. https://www.npr.org/sections/goatsandsoda/2015/09/30/444752368/they-had-a-million-dollar-idea-about-better-day-care-in-urban-slums
    5. https://news.tvbs.com.tw/local/700164
    6. https://www2.deloitte.com/global/en/pages/about-deloitte/articles/gx-millennials-shifting-business-purpose.html#report
    7. https://www2.deloitte.com/content/dam/Deloitte/global/Documents/About-Deloitte/gx-millenial-survey-2016-exec-summary.pdf
    8. http://www.chinapost.com.tw/taiwan/national/national-news/2017/06/16/498767/building-schools.htm
    9. http://spanish.cna.com.tw/ReadNews/Spn_Read.aspx?ID=201706190005&Type=&Date=
    10. http://www.chinatimes.com/realtimenews/20170725003526-260410
    11. http://www.latribuna.hn/2017/09/05/cafe-sabor-latino-cautiva-china-taiwan/
    12. http://news.ebc.net.tw/news.php?nid=77282
    13. http://noticias.nat.gov.tw/news.php?unit=105&post=120635
    14. http://www.centralamericaproduct.org/ch/news_content.php?sn=20147
    15. http://www.rivertaipei.com/coffeeforthefuture
    16. http://focustaiwan.tw/news/aeco/201610100011.aspx
    17. http://www.mintel.com/press-centre/food-and-drink/coffee-brews-up-success-in-asia
    18. https://www.npr.org/sections/goatsandsoda/2015/09/30/444752368/they-had-a-million-dollar-idea-about-better-day-care-in-urban-slums
    19. http://english.cw.com.tw/article/article.action?id=260
    20. https://topics.amcham.com.tw/2015/01/taipei-coffee-culture-rich-robust-and-satisfying/
    21. https://www.export.gov/article?id=Taiwan-Coffee

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