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研究生： 張漢平
Chang, Brian
論文名稱： 寶島餐車商業計畫
Business plan for bubble island food truck
指導教授： 吳文傑
Wu, Jack
口試委員: 連賢明
Lien, Hsien-Ming
鄭輝培
Cheng, Terry
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： 2020
畢業學年度： 108
語文別： 英文
論文頁數： 62
中文關鍵詞： 餐車 、無國界料理 、台式料理
外文關鍵詞： Food trucks, Fusion food, Taiwanese food
DOI URL： http://doi.org/10.6814/NCCU202000174
相關次數： 點閱：138  下載：9 
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    • In the past ten years or so, the food truck industry has evolved into a multi-million dollar industry in the US and has changed the perception that food trucks are an inferior type of food service. With its generally lower overall operating costs and potential for high gross margins, food trucks have become a legitimate competitor to brick-and-mortar restaurants. Coinciding with the evolution of the food truck industry is the growing interest in Taiwanese cuisine. This business plan analyzes the business opportunity of pairing a trendy type of food service with a cuisine type that’s gaining fans quickly in the international community.
    The business plan discusses the business values and value proposition of a Taiwanese fusion food truck, explores the food truck industry, its rapid growth, and growing trends, and analyzes the external and internal aspects of the industry and business. It also includes a marketing strategy, a business operations plan, and a financial plan for jumpstarting the business.

    1. Introduction 1
    2. Company Overview 3
    2.1. Background 3
    2.2. Mission Statement 3
    2.3. Company Goals and Objectives 3
    2.4. Name and Branding 4
    2.5. Business Values 4
    3. Business Analysis 6
    3.1. External Analysis 6
    3.1.1. Industry Analysis 6
    3.1.2. Barriers to Entry 7
    3.1.3. mpact of Changes on Company 9
    3.1.4. Industry Trends 10
    3.1.5. Competition Analysis 11
    3.2. Internal Analysis 16
    3.2.1. Value Proposition 16
    3.2.2. Product Overview 16
    3.2.3. Product Comparison 22
    4. Marketing Strategy 24
    4.1. Segmentation/Targeting/Positioning 24
    4.1.1. Segmentation 24
    4.1.2. Targeting 28
    4.1.3. Positioning 29
    4.2. Marketing Mix 31
    4.2.1. Price 31
    4.2.2. Product 33
    4.2.3. Promotion 33
    4.2.4. Place 34
    4.3. SWOT Analysis 35
    5. Business Operations Plan 36
    5.1. Organization Structure 36
    5.1.1. Organization Chart 36
    5.1.2. Roles & Responsibilities 36
    5.2. Locations Analysis 37
    5.3. Business Daily Operations 44
    6. Financial Plan 46
    6.1. Financial Overview 46
    6.1.1. Costs & Expenses Analysis 46
    6.1.2. Pricing & Production 48
    6.2. Startup Costs & Expenses 52
    6.3. Five-Year Profit and Loss Projection 55
    7. References 59

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