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研究生： 李昌憲
Lee, Chang Hun
論文名稱： Eat Pizza: 25公分長方形單人披薩
Eat Pizza: 25cm Rectangular Single-Serving Pizza
指導教授： 傅浚映
Fu, Jyun-Ying
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： 2025
畢業學年度： 113
語文別： 英文
論文頁數： 88
中文關鍵詞： 個人份披薩 、平價披薩 、方便披薩 、永續性 、台灣披薩市場 、環保披薩
外文關鍵詞： Personal-sized pizza, Affordable pizza, Convenient Pizza, Sustainability, Taiwan Pizza market, Eco-friendly pizza
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    • 此份針對「Eat Pizza」的商業計畫聚焦於高品質、便利、且價格實惠的個人份披薩，源自韓國市場對快速、健康及永續餐飲選項日益增長的需求所啟發。Eat Pizza 的概念在於填補市場缺口，提供忙碌的上班族、學生及尋求便利卻又想享用高品質餐點的個人消費者所需的高水準個人披薩。作為永續與個人化用餐體驗的推動者，我意識到在台灣市場中，兼顧環保與符合現代消費者需求的披薩選擇相對不足。

    Eat Pizza 強調新鮮手作麵糰、透過高效營運模式達成的快速製作，以及對永續性的重視，吸引了從繁忙商業區的年輕職場人士到校園周邊的學生族群。我希望結合口味、便利性、高速度與環保責任，將 Eat Pizza 打造成個人份披薩市場的領導品牌。

    本計畫涵蓋市場分析、透過精簡備餐流程提升營運效率等策略，以確保 Eat Pizza 在台灣的成功推廣與拓展。同時，也將透過與 Uber、Foodpanda 等外送平台的合作，以及強調便利與環境責任，滿足台灣消費者不斷演變的需求。

    This business plan for Eat Pizza, a brand specializing in high quality, convenience, and affordable individual pizzas, is driven by the growing demand for fast, health-conscious, and sustainably made food options in Korea. The inspiration for Eat Pizza comes from the rising trend of solo dining and the gap in the market for high-quality personal pizzas that cater to busy professionals, students, and individuals seeking quick, yet satisfying meals. As an advocate for sustainability and personalized dining experiences, I recognized the lack of accessible, eco-friendly pizza options that align with these modern consumer preferences in the Taiwan market.

    With a focus on high-quality handmade dough, rapid preparation times through efficient operations, and sustainability, the brand is designed to appeal to a wide range of customers, from young professionals in bustling business districts to students in university areas. My goal is to establish Eat Pizza as a leader in the personal pizza market by combining taste, convenience, high speed, and environmental responsibility.

    This business plan outlines Eat Pizza’s strategic approach, including market analysis, operational efficiency through streamlined preparation systems to ensure the successful launch and expansion of the brand. By leveraging delivery platforms like Uber and Food Panda, and emphasizing convenience and environmental responsibility, Eat Pizza is poised to meet the evolving needs of modern Taiwan consumers.

    1. Executive Summary 1
    2. Introduction and Company Background 2
    2.1. Company Overview 2
    2.1.1. Name and Logo of the Business 2
    2.1.2. Mission 3
    2.1.3. Vision 3
    2.1.4. Goal Of the Business 3
    2.2. Key to success 4
    2.2.1. Quality and Customer Experience Focus 4
    2.2.2. Rapid Production and Service System 6
    2.2.3. Price Competitiveness 7
    2.2.4. Optimized Kitchen Operations 7
    2.2.5. Diversified Sales Channels 8
    2.2.6. Innovative Operational System 9
    2.3. Product Overview 9
    2.3.1. Classic Favorites 10
    2.3.2. Gourmet Selections 10
    2.3.3. Specialty Options 10
    2.3.4. Side Menu 11
    2.4. Business Model Canvas 11
    Customer Segments 12
    2.4.1. Value Propositions 15
    2.4.2. Channel 16
    2.4.3. Customer Relationships 19
    2.4.4. Key Partners 22
    2.4.5. Key Activities 23
    2.4.6. Key Resources 24
    2.4.7. Cost Structure 25
    2.4.8. Revenue Streams 26
    3. Industry Analysis 28
    3.1. Industry Situation 28
    3.1.1. The Pizza industry in South Korea and Taiwan 28
    3.2. Porter’s Five Forces 31
    3.2.1. Bargaining Power of Suppliers 31
    3.2.2. Bargaining Power of Buyers 32
    3.2.3. Threats of New Entrants 33
    3.2.4. Threats of Substitutes 33
    3.2.5. Rivalry Among Existing Competitors 34
    4. Market Investigation 35
    4.1. Macro - PESTEL Framework 35
    4.1.1. Political 35
    4.1.2. Economic 35
    4.1.3. Social Cultural 35
    4.1.4. Technological 36
    4.1.5. Ecological 36
    4.1.6. Legal 36
    4.2. Macro - Five Forces 36
    4.2.1. Risk of Entry by Potential Competitors 36
    4.2.2. Bargaining Power of Suppliers 37
    4.2.3. Threat of Substitutes 37
    4.2.4. Bargaining Power of Buyers 38
    4.2.5. Intensity of Rivalry Among Existing Competitors 39
    4.3. Micro - 3C analysis 41
    4.3.1. Company – SWOT 41
    4.3.2. Company - VRIO 44
    4.3.3. Customer (Persona) 45
    4.3.4. Competitor (Five Forces) 47
    5. Marketing Strategy 50
    5.1. STP Model 50
    5.1.1. Segmentation 50
    5.1.2. Target 53
    5.1.3. Positioning 56
    5.2. Marketing Mix Strategies 58
    5.2.1. Product 58
    5.2.2. Price 59
    5.2.3. Place 60
    5.2.4. Promotion 61
    5.3. Communication 62
    5.3.1. Slogans and Positioning Strategies of Competitor Brands 62
    5.3.2. Taiwan Media Characteristics and Media Strategy Insights 63
    5.3.3. EAT PIZZA Marketing Execution Plan 64
    6. Operational Plan 66
    6.1. Supplier Manufacturer Selection Process 66
    6.2. Product Development Process 68
    6.3. Inventory Management 69
    6.3.1. Storage and Prevention of the headquarter 70
    6.3.2. Demand Forecasting and Orderings in the restaurant 71
    6.4. Online Delivery Ordering Process 72
    6.4.1. Menu and Order Processing 73
    6.5. Franchise Expansion Plan 73
    7. Management Team 75
    7.1. Organizational Structure 75
    7.2. Roles and Responsibilities 76
    7.2.1. Founder / CEO (Lee Chang Hun) 76
    7.2.2. Operation (Xiao Zhi Xian, 蕭智賢) 76
    7.2.3. Distribution and Sourcing (Zhang En ci, 張恩慈) 76
    7.2.4. Designer (Chen Yi Shan, 陳伊珊) 77
    7.2.5. Marketer (Xu Yi Qin, 徐苡芹) 77
    7.2.6. Store Manager (He Ming Jie, 何明捷) 77
    7.3. Compensation and Additional Benefits 77
    8. Financial Analysis 79
    8.1. Assumptions 79
    8.1.1. Capital Investment 79
    8.1.2. Revenue 80
    8.1.3. Cost of Goods Sold 83
    8.1.4. Operating Expenses 84
    8.2. Forecasted Income Statement 85
    9. Reference 87

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