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研究生： 張振軒
Francisco J. Lopez Santos
論文名稱： CAFEX: 網上特色咖啡拍賣市場
CAFEX: An Online Specialty Coffee Auction Marketplace
指導教授： 何小台
Ho, Chester
口試委員: 吳文傑
Wu, Jack
鄭輝培
Cheng, Terry
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： 2021
畢業學年度： 109
語文別： 英文
論文頁數： 77
中文關鍵詞： 宏都拉斯 、特色咖啡 、市場 、永續農業 、認證咖啡
外文關鍵詞： Honduras, specialty coffee, marketplace, sustainable agriculture, certified coffee
DOI URL： http://doi.org/10.6814/NCCU202101208
相關次數： 點閱：404  下載：26 
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    • This thesis presents a business plan to develop an online specialty coffee auction marketplace that could drastically improve the economic benefit received by coffee producers for their product. Coffee producers have been left at the bottom of the barrel in terms of their compensation for their product compared to the price end consumers pay for it. Being the most important step in the supply chain, CAFEX’s marketplace concept aims to change this by making the coffee market more efficient.
    By improving the communication between coffee retailers and coffee producers we plan to reduce intermediary costs and turn these into revenues for coffee producers. Furthermore, our auction modality will allow coffee producers to receive higher prices for their coffee. By making buyers compete for this special product, the coffee producers will be able to more completely price discriminate among their buyers. Therefore, by pricing our specialty coffee through auctions we would extract most of the buyer surplus.
    CAFEX aims to, through its business model and practice, contribute to the UN Sustainable Development Goals of no poverty, zero hunger, climate action, responsible consumption and production, decent work and economic growth. Our business philosophy is guided by market efficiency, socioeconomic development, sustainable agriculture, and access to information. Dreaming of a world where coffee producers have access to better living standards, the ability to innovate upon their product, and cut back on carbon emissions through sustainable agriculture, we present the following business plan.

    TABLE OF CONTENTS
    1. Company Overview 1
    1.1. Purpose 2
    1.2. Name and Logo 3
    1.3. Mission 3
    1.4. Vision 3
    1.5. Objectives 3
    1.5.1. Long-Term Objectives 3
    1.5.2. Short-Term Objectives 4
    1.6. Business Philosophy 4
    1.7. Success Factors 5
    1.7.1. Coffee Market Growth 5
    1.7.2. Quality & Traceability 5
    1.7.3. E-Commerce Growth 6
    1.7.4. Socio-Economic Development 7
    1.7.5. Network Effect 7
    1.7.6. Seasonality 7
    2. The Coffee Industry 8
    2.1. Coffee Varieties 8
    2.2. Issues Facing the Coffee Industry 9
    2.3. Specialty Coffee 11
    2.3.1. Innovation 13
    2.4. The Coffee Supply Chain 15
    3. Coffee Market Analysis 18
    3.1. International Consumption 18
    3.2. International Production 20
    3.2.1. Honduras Coffee 20
    3.3. Taiwan Economy and Demographics 21
    3.3.1. Specialty Coffee in the Taiwanese Marketplace 24
    4. Business Model Analysis 26
    4.1. Customer Segments 27
    4.2. Value Proposition 29
    4.3. Channels 30
    4.4. Customer Relationships 31
    4.5. Revenue Streams 31
    4.6. Key Partners 32
    4.7. Key Activities 34
    4.8. Key Resources 34
    4.9. Cost Structure 35
    5. Marketing Plan and Sales 36
    5.1. Competitor Analysis 36
    5.1.1. Competitors 36
    5.1.2. Michael E. Porter’s Five Forces 37
    5.2. SWOT Analysis 37
    5.2.1. Strengths 38
    5.2.2. Weaknesses 38
    5.2.3. Opportunities 38
    5.2.4. Threats 38
    6. Strategic Framework 39
    6.1. Marketing Mix 39
    6.1.1. Services 39
    6.1.2. Price 39
    6.1.3. Place 40
    6.1.4. Promotion 41
    6.1.5. Competitive Advantage 44
    7. Operational Plan 45
    7.1. Primary Activities 45
    7.1.1. Inbound Logistics 45
    7.1.2. Operations 46
    7.1.3. Outbound Logistics 48
    7.2. Supporting Activities 49
    7.2.1. Licenses and Certifications 49
    7.2.2. Human Resource Management 49
    7.2.3. Customer Service Management 50
    7.2.4. Technology Development 51
    8. Management and Organization 53
    8.1. Company Ownership 53
    9. Financial Plan 56
    9.1. Costs and Expenses 56
    9.1.1. Direct Costs 59
    9.1.2. Indirect Costs 62
    9.2. Sales Forecast 65
    10. References 69
    11. Appendix 74
    11.1. Appendix #1: Key Partner Coffee Producer List w/ Average SCA Score 74
    11.2. Appendix #2: Payroll Costs 75
    11.3. Appendix #3: Cup of Excellence Results 2015-2019 76
    11.4. Appendix #4: CAFEX Platform Concept 77

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