| 研究生: |
哈維爾 Javier Andrés Penalba Barreto |
|---|---|
| 論文名稱: |
CultureLink多國文化咖啡廳 CultureLink: Multicultural Café/Lounge |
| 指導教授: |
蘇威傑
Weichieh Su |
| 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: | 2015 |
| 畢業學年度: | 103 |
| 語文別: | 英文 |
| 論文頁數: | 60 |
| 中文關鍵詞: | 多國文化咖啡廳 、咖啡廳 、臺灣 |
| 外文關鍵詞: | CultureLink |
| 相關次數: | 點閱:154 下載:18 |
| 分享至: |
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在台北設立一家多元文化咖啡廳,打破文化藩籬,提供來自各國的人交流空間。
The gradual increase of foreigners and locals learning foreign languages in Taiwan is evident. The number of foreign residents in the country has increased in the last 8 years to almost 3.5 times from around 27,000 in 2006 to more than 92,000 in 2014. As the country quickly opens up to foreign cultures, cultural barriers still remain an issue. Tearing down cultural barriers between foreigners and locals seems like an ideal. Unfortunately, not many places offer alternatives to address this issue.
CultureLink is a café/lounge that comes as a solution to this problem, offering a suitable platform endorsing cultural expression and exchange between foreigners and locals interested in other cultures, allowing them also to practice a newly acquired language outside a classroom setting through interactive activities and events. CultureLink’s first establishment will be located in the city of Taipei.
Our revenue sources are based on both products sold within our establishment and arranged cultural events and services. Products will include food such as sandwiches, salads, and desserts, and beverages like coffee, beer, and wine. Our cultural events and services will include karaoke, dancing lessons, language courses, movie nights, multi-cultural nights, and a buddy program.
Our key success factors comprise promoting interaction between locals and foreigners, having a high degree of community involvement, enhancing the customer experience, and a continuous improvement mentality. Our financial analysis proves the project to be profitable and desirable under its assumptions.
1 Introduction - 1 -
2 Literature Review - 3 -
2.1 The Role of Culture in Language Education - 3 -
2.2 Language Learning Situation in Taiwan - 5 -
2.3 Culture Shock - 6 - 231 Cultural Barriers in Taiwan - 6 -
3 Company Overview - 8 -
3.1 Mission - 8 -
3.2 Vision - 8 -
3.3 Objectives - 8 -
3.4 Key Success Factors - 8 -
3.5 Background and History - 9 -
3.6 Product and Service Overview - 9 -
3.7 Logo and Slogan - 10 -
4 Business Model - 11 -
4.1 Value Proposition - 11 -
4.2 Products and Services - 11 -
4.2.1 Products - 11 -
4.2.2 Services - 12 -
4.3 Channels - 16 -
4.4 Customer Relationships - 18 -
4.5 Key Partners - 19 -
4.6 Key Resources - 20 -
4.7 Revenue Streams - 20 -
4.7.1 Revenue from Products - 20 -
4.7.2 Revenue from Services - 22 -
4.8 Cost Structure - 23 -
5 Marketing Analysis - 24 -
5.1 Market Targeting - 24 -
5.2 Market Analysis - 27 -
5.2.1 Online Survey - 27 -
5.2.2 Market Situation - 31 -
5.3 Competition Analysis - 37 -
5.3.1 Rivalry amongst Established Companies - 37 -
5.3.2 Risk of Entry of Potential Competitors - 39 -
5.3.3 Threat of Substitute Products - 39 -
5.3.4 Bargaining Power of Customers - 39 -
5.3.5 Bargaining Power of Suppliers - 40 -
5.3.6 Industry Life-Cycle Analysis - 40 -
5.4 The Macro-Environment - 40 -
5.4.1 Macroeconomic Forces - 40 -
6 Strategic Plan - 43 -
6.1 CultureLink’s Strategies - 43 -
6.1.1 Business Level Strategy - 44 -
6.1.2 Competitive Advantages - 46 -
6.1.3 Positioning Maps - 46 -
7 Financial Analysis - 50 -
7.1 Projected Income Statement - 52 -
7.2 Projected Cash Flow - 53 -
7.3 Profitability Analysis - 54 -
7.3.1 Breakeven Analysis - 54 -
7.3.2 Investment Payback Period - 54 -
7.3.3 NPV and IRR - 54 -
8 Conclusion - 55 -
9 Bibliography - 56 -
10 Appendix - 58 -
10.1 Foreign Students in Taipei - 58 -
10.2 Metrics for Starting a Business – Comparison between Different Regions - 59 -
10.3 Product and Service Cost/Price Calculations - 60 -
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