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| 研究生： |
羅培斯 López Badía, Jaime José |
|---|---|
| 論文名稱： |
紅火美式雞翅餐廳 - 經營計劃 Red Hot Buffalo Wings - Business Plan |
| 指導教授： |
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： | 2013 |
| 畢業學年度： | 101 |
| 語文別： | 英文 |
| 論文頁數： | 58 |
| 中文關鍵詞： | 經營計劃 、美式餐廳 |
| 相關次數： | 點閱：93 下載：0 |
| 分享至: |
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The restaurant industry in Taiwan has reached one of the highest points in growth and market size, having a very strong influence of foreign dishes and particularly western styles fusions to the everyday menu.
During 2011, despite the decrease on Taiwan’s GDP growth, the restaurant sales on the island reached its highest point with 316,721 millions of NT$ growing from a 2010 total sales of 291,645 million NT$, accounting for an 8.6% growth; the highest growth level for the last decade .
An important explanation for the strong performance of the industry comes from the high percentage of household income that the Taiwanese population spends on food and beverage. Based on the statistics from the Ministry of Economic Affairs of Taiwan, the percentage that a Taiwanese household spends on the Food and Beverage industry is 15.3% being the second largest area of consumptions after Housing.
The internationalization process that the food industry in Taiwan is experiencing also makes for an attractive environment for Red Hot Buffalo Wings to start operations, with an attractive menu, customer oriented services and environment that targets university students and young adults.
1. EXECUTIVE SUMMARY 1
1.1. Statement of Purpose 1
1.2. Objectives 2
1.3. Keys to Success 2
2. COMPANY SUMMARY 3
2.1. General Information 3
2.2. Company Ownership 3
2.3. Start-up Summary 3
3. MARKET ANALYSIS 4
3.1. Economic Overview 4
3.2. Consumption trends for the food industry in Taiwan 5
4. BUSINESS MODEL 7
4.1. Business Model 7
4.2. Customer Segments 7
4.3. Value Proposition 13
4.4. Channels 14
4.5. Customer Relationship 16
4.6. Revenue Streams 17
4.7. Key Resources 17
4.8. Key Activities 18
4.9. Key Partnerships 19
4.10. Cost Structure 20
5. MARKETING MIX 21
5.1. Price Strategy 21
5.2. Product Strategy 22
5.3. Promotion Strategy 24
5.4. Place/ Location 25
6. PEOPLE MANAGEMENT STRATEGY 28
6.1. Focus of the strategy 28
6.2. Employees Structure 29
6.3. SWOT Analysis for Red Hot Wings Restaurant 32
7. FINANCIAL FORECAST 33
7.1. Sales Forecast 33
7.2. Financial Statements 35
7.3. Breakeven point analysis and IRR calculation 45
8. CONCLUSION 46
9. BIBLIOGRAPHY 47
10. APPENDIX 48
1. Department of Statistics, Ministry of Economic Affairs of the Republic of China (Taiwan) 2012 (online) Available: http://eng.stat.gov.tw/mp.asp?mp=5
2. Council for Economic Planning and Development of Taiwan, Outlook of Taiwan, June 2012 (Online) Available: http://www.cepd.gov.tw/encontent/m1.aspx?sNo=0017005
3. Food Export Association North East. http://www.foodexport.org/
4. Gap Minder Calculator. (Online), Available: http://www.gapminder.org/
5. The Buffalo Wings Branch. Latinamerica. http://www.thebuffalowings.com/index.htm
6. “Business Model Generation” rational described by Alexander Osterwalder and Yves Pigneur on their book “A Handbook for Visionaries, Game Changers and Challengers”
7. The Anchor Bar Restaurant: http://www.buffalowings.com/buffalo_wings.html
8. Directorate General of Budget, Accounting and Statistics, Executive Yuan (ROC). Available: http://eng.dgbas.gov.tw/mp.asp?mp=2
9. National Immigration Agency of Taiwan ROC. Available: http://www.immigration.gov.tw/mp.asp?mp=2
10. Williams; Haka; Bettner; Carcello (2008). Financial & Managerial Accounting: The Basis for Business Decisions. McGraw-Hill International. 14th Edition.
11. Moore; Petty; Palich; Longenecker (2010). Managing Small business An Entrepreneurial Emphasis. South-Western Cengage Learning. 15th Edition
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