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研究生： 高士凱
Goel, Shikhar
論文名稱： 印度的連鎖飲料業研究
Beverage Chain in India
指導教授： 沈永正
Shen, Yung Cheng
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： 72
中文關鍵詞： 印度 、連鎖飲料業
外文關鍵詞： India, Beverage Chain
相關次數： 點閱：92  下載：16 
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    • The promoters propose to establish a new brand of beverage chain in the Indian sub-continent, which as of now is an alien idea to ninety nine percent of population in this region. We aim to take advantage of the newly opened, one of the fastest growing economy. More than 250 million middle class household and penetrating fast food culture in this region makes it a lucrative prospect.
    Country, where the beverage selling sector is still predominantly unorganized and consists of local vendors and juice stalls, also sees success stories with chains like the Mc Donalds, Café Coffee Day and Barista. We have developed a business model keeping in mind the purchasing capacity of mass consumer, international appeal of Asia and West to consumers, need for hygiene standards and operations of organized retail chain. We will be providing the missing link of innovative, freshly prepared ready to drink, take away concept.
    Our collaborative team consists of entrepreneurs of Indian and Overseas Chinese origin, who understand the potential of already super successful business model of bubble tea business in Taiwan and China. The team worked to modify the business model to suit the local flavor of the Indian sub-continent and achieve economies of scale to make it commercially viable.
    Not just the bubble milk tea, company aims to provide many more missing value propositions from the market such as affordable take away concept (with colorful plastic glasses, heat sealed to prevent any kind of spillage by our specially imported machine from China), Innovative mock tails, introducing green tea culture in India, provide health alternative to carbonated drinks, provide hygienic alternative to local juice stalls, provide kids friendly drinks to kids.
    This business model is a huge success in the far eastern countries and has been successfully implemented in USA and Western Europe. International companies like the Chatime have so far opened 4 retail stores in India but they mainly target upscale locations and are offered at premium prices. Their launch gives us the confidence that this concept has been well received by Indian customers and we can successfully market it in mass market.
    Plan proposes to start from one kiosk in the National Capital Region of the India with aim to open a second one by the start of summer 2014. By that time team aims to have learnt from all the teething problems and to manage all the procurement from Indian suppliers. We then aim to move in to our next major plan of franchising to different business partners across India. Our final expansion plan will be implemented in year 2015 to cover all the other 6 countries of Indian sub-continent like Pakistan, Sri Lanka, Bangladesh, Maldives, Nepal and Bhutan.
    The initial investment and working capital to start the business shop is estimated to be approximately USD 36,500 which will be funded by owners’ capital and bank loan.
    The Chill Factor Cafe has a positive NVP of USD 637,128 which indicates that project is significantly profitable and has a huge chance of expansion across the Indian sub-continent.

    1. Executive Summary 1
    1.1. Company name 1
    1.2. Brand 1
    1.3. Industry 1
    1.4. Business Model 1
    1.5. Expected Launch Date 1
    1.6. Location 1
    1.7. Vision 1
    1.8. Mission 1
    1.9. Profile of the Company's Management 1
    1.10. Objectives 2
    1.11. Financial Requirements 2
    2. The Business Background: Overview 3
    2.1. The Business: History and Background 3
    2.2. The Product and Service 3
    2.3. Market 3
    2.4. Supply 4
    3. The Market 5
    3.1. Overview 5
    3.1.1. Literature on Fast Food Consumption in India 5
    3.1.2. Difference from Other Beverage Chains in Target Market 6
    3.1.3. Our Customers 6
    3.1.4. Value Propositions Offered to Our Customer 7
    3.1.5. Size of the Market 7
    3.1.6. Market Structure 7
    3.2. PEST analysis 8
    3.2.1. Political 8
    3.2.2. Economic 8
    3.2.3. Socio-Cultural Factors 9
    3.2.4. Technological Factors 10
    3.2.5. Environmental 11
    3.2.6. Legal Factors 11
    3.3. Porters Five Force Analysis 13
    3.3.1. Threat of New Entrants: Moderate 13
    3.3.2. Threat of Substitute Products or Services: Moderate 13
    3.3.3. Competitive Rivalry: Low 14
    3.3.4. Bargaining Power of Supplier: Low 15
    3.3.5. Bargaining Power of Customers: Moderate 15
    3.4. Competitor Analysis 15
    3.4.1. Chatime India: Same Concept but Premium Segment 17
    3.4.2. Café Coffee Day: Same Target Market but Different Business Model 20
    3.4.3. Barista Coffee- Substitute Product within Niche Market 24
    3.4.4. Strategic Implications of Competitors Analysis 28
    3.5. SWOT Analysis 29
    3.6. The Business Model Canvas 30
    4. Segmentation, Target and Positioning 31
    4.1. Customer Profiling: Segmentation 31
    4.2. Target Market 32
    4.3. Positioning 33
    5. Marketing Mix 34
    5.1. Product 34
    5.2. Pricing 35
    5.3. Place 35
    5.4. Promotion Strategies 36
    6. Product Offerings: Chill Factor Cafe 38
    7. Operations 39
    7.1. Supply 40
    7.2. Systems 42
    7.3. Location and Environment 42
    7.4. Regulatory Control 43
    8. Staff Positions and Division of Work 44
    9. Management Summary 46
    10. Entry and Growth Strategy 47
    10.1. 1 to 6 Months: Launch Phase 47
    10.2. Expansion Plan in Summer 2014 47
    10.3. Start of Franchise Business by January 2015: Domestic Franchise 47
    10.4. International Franchise by End of 2016 48
    11. Demand Forecast 50
    12. Financial Projections 51
    12.1. Cost of Goods Sold 51
    12.2. Operation and Administrative Expenses 51
    12.3. Initial Investment 52
    12.4. Funding 52
    12.5. Break Even Analysis 53
    12.6. Income Statement 54
    12.7. Cash Flow Statement: INR 55
    12.8. Cash Flow Statement: USD 56
    12.9. Net Present Value Analysis 57
    13. Potential Risks 58
    14. Conclusion 60
    15. References 61
    16. Appendixes 62
    16.1. Appendix 1 62
    16.2. Appendix 2 63
    16.3. Appendix 3 64
    16.4. Appendix 4 65
    16.5. Appendix 5 67
    16.6. Appendix 6 68
    16.7. Appendix 7 69

    I. http://www.mckinsey.com/Insights/MGI/In_the_news/Next_big_spenders_Indian_middle_class
    II. http://timesofindia.indiatimes.com/business/india-business/Eating-out-Indians-cook-up-48-billion-food-business/articleshow/20321889.cms?intenttarget=no
    III. http://www.barista.co.in/users/index.aspx
    IV. http://www.cafecoffeeday.com/
    V. http://www.starbucks.in/about-us/company-information/newsroom
    VI. http://www.chatimecafe.com/
    VII. http://www.economist.com/node/17147648?story_id=17147648&fsrc=rss
    VIII. http://www.indexmundi.com/india/economy_profile.html
    IX. http://timesofindia.indiatimes.com/business/india-business/Eating-out-Indians-cook-up-48-billion-food-business/articleshow/20321889.cms?intenttarget=no
    X. http://www.livemint.com/Consumer/ToSZL7ieZOMaWIvJAPSYpI/TV-viewing-habits-see-a-slow-shift.html
    XI. http://books.google.com.tw/books?id=6lBKowR6ReoC&pg=PA528&lpg=PA528&dq=Shops+and+Establishments+Act,+1953&source=bl&ots=mxveiuzqg4&sig=49mw7b1GWvQE2zKF1itN96Jzn-M&hl=en&sa=X&ei=GcepUaveIMWAkQXQ_oHIAQ&ved=0CDUQ6AEwAg#v=onepage&q=Shops%20and%20Establishments%20Act%2C%201953&f=false
    XII. http://www.chatime.com.au/about_us.php
    XIII. http://www.zomato.com/ncr/chatime-sarojini-nagar-delhi/info#tabtop
    XIV. http://forbesindia.com/article/big-bet/vg-siddhartha-is-branching-out/26282/0?id=26282&pg=0
    XV. http://www.iipmthinktank.com/functions/marketing/compartive.pdf
    XVI. http://www.iipmthinktank.com/functions/marketing/compartive.pdf
    XVII. https://docs.google.com/forms/d/19aZvq50108mq8IQTYguL9tmU-A49uDXYscyGQ2xK9ns/viewanalytics

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