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| 研究生： |
冉秀雅 Ramos, Silvia |
|---|---|
| 論文名稱： |
鬆餅舖：在薩爾瓦多開設鬆餅舖的商業企畫書 The waffle bar: business plan for a waffle shop in el salvador |
| 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： | 2018 |
| 畢業學年度： | 106 |
| 語文別： | 英文 |
| 論文頁數： | 52 |
| 中文關鍵詞： | 薩爾瓦多 、小攤販 、鬆餅 |
| 外文關鍵詞： | El Salvador, Kiosk, Waffles |
| 相關次數： | 點閱：31 下載：0 |
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The Waffle Bar is a startup business in El Salvador with the main goal of providing a new and flavorful experience to Salvadorans. The business will offer three different types of waffle desserts, served with different syrups, toppings, and ice cream. At the moment, waffles are not considered a popular dessert among Salvadorans, but as seen in the results from the survey we conducted, the population is willing to try new and different flavors that might satisfy their palate.
To start this business’ operation, an initial investment of $16,806.63 is required. This investment comprises the equipment, inventory, kiosk rent, and other items needed for its establishment. An initial capital investment of $5,000 will be provided by the owner’s family, and the rest will be obtained from a bank loan of $11,806.63. According to a moderate level of sales scenario, net income profit can be perceived from the year on 2020.
1. Executive Summary 1
2. Company Overview 3
2.1. Company Background 3
2.2. Mission 3
2.3. Vision 3
2.4. Core Values 3
2.5. Short Term Objectives 4
2.6. Long Term Objectives 4
2.7. Company Ownership 4
2.8. Organizational Structure 5
2.9. Competitive Advantage 6
2.10. Logo 6
3. Market Analysis 7
3.1. Waffle Market 7
3.2. Waffle Market in El Salvador 7
3.3. Salvadoran Market 7
3.4. Target Market 9
3.5. Direct Competitors 9
3.6. Threat of Entry by Potential Competitors and Substitute Products 11
3.7. Business Opportunity 12
4. Business Model 13
4.1. Value Proposition 13
4.2. Customer Segments 13
4.3. Channels 13
4.4. Customer Relationships 14
4.5. Revenue Streams 14
4.5.1. Direct sales 14
4.5.2. Catering 14
4.6. Key Partners 14
4.7. Key Activities 16
4.7.1. Opening hours 17
4.8. Key Resources 17
4.8.1. Human Capital 17
4.8.2. Equipment 17
4.8.3. Materials/Ingredients 20
4.8.4. Others 20
4.9. Cost Structure 21
5. Marketing Plan 22
5.1. Product 22
5.1.1. Stroopwafels 22
5.1.2. Wafer rolls 22
5.1.3. Bubble/Egg waffles 23
5.1.4. Others 23
5.1.5. Packaging and presentation 23
5.2. Pricing and Positioning Strategy 25
Table 2 Competitors’ price comparison 25
5.2.1. Perceptual Map 26
5.3. Location 26
5.3.1. Sales 26
5.3.2. Food handling and storage 28
5.4. Promotion Strategy 29
5.4.1. Pull Marketing 29
5.4.2. Push Marketing 29
5.5. Online Marketing Strategy 30
5.5.1. Social Media Marketing 30
6. Strategic Planning and Future Growth 31
6.1. Business Level Strategy 31
6.2. Product Development 31
6.3. Market Development 32
6.4. Corporate Social Responsibility 32
6.4.1. FUSAL – Libras de Amor 33
6.4.2. Women Empowerment 34
6.4.3. Environmental Responsibility 35
7. Financial Plan 36
7.1. Startup Initial Investment 38
7.2. Projected Initial Balance Sheet 39
7.3. Income Statement 40
7.3.1. Scenario Analysis 41
7.4. Cash Flow 42
7.5. Profitability Analysis 43
7.6. Break Even Analysis 43
8. Appendix 44
8.1. Initial Startup Expenses (detailed) 44
8.2. Loan Amortization Table 46
8.3. Mall’s Traffic/Visits Estimation 48
8.4. Property, Plant, and Equipment Depreciation Table 49
8.5. Survey results 50
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