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研究生： 古法蕾
Valeria de los Angeles Guzman Romero
論文名稱： 在尼加拉瓜成立泡沫紅茶店
Business plan: “bubble tea in Nicaragua”
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： 2011
畢業學年度： 99
語文別： 英文
論文頁數： 57
中文關鍵詞： 尼加拉瓜 、泡沫紅茶
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    • The Goodies Booth will be a local, innovative and new concept inside one of the most prestigious universities in Managua, Nicaragua that will provide high quality beverage like the famous Bubble Milk Tea Juice which is based on tea and milk in an Asian style. We will use the recipes and syrups from Taiwan/ China for the preparation of our drinks.
    Our booth will be located inside the university campus, which will help to attract different segments from the variety of programs offered at the University and targeting people with a medium to high level of income. The target market is estimated at 6,400 people at this University.
    Our pricing strategy will be implemented by setting standard prices so that people get to know our product, our high quality beverages, and service and most important our penetration strategy the “ready to go or take away drinks”.
    The initial investment and working capital to start the business will be US$15,000; which will be funded from the owner’s capital and a bank loan.
    The Goodies Booth has a positive NPV of US $77,393.66 which indicates that the project is possible and can be a very profitable project in Nicaragua with a great chance of expansion.

    1. Executive Summary 1
    1.1 The company 1
    1.2 Objectives 1
    1.3 Mission Statement 1
    1.4 Business Model 2
    1.5 The Proposal 3
    2. Company Overview 4
    2.1 History and Background 4
    2.2 Booth Name 6
    2.3 Product Offerings 6
    2.4 Staff 8
    2.4.1 Positions 8
    2.4.2 Positions Available to the date 9
    2.4.3 Organizational Chart 10
    2.4.4 Salary structure 10
    2.5 Entry and Growth Strategy 11
    2.6 Location 12
    2.7 Sourcing 13
    2.8 Pricing Strategy 13
    2.9 Sales Strategy 15
    2.10 Promotion and Advertising Strategy 15
    3. Industry 17
    3.1 Overall Industry 17
    3.1.1 Nicaragua’ s Economic Overview 17
    3.1.2 Tea consumption in Nicaragua 17
    3.2 Industry Structure 19
    3.2.1 New entrants 19
    3.2.2 Bargaining Power of Suppliers and Buyers 20
    3.2.3 Competitive Rivalry 21
    3.2.4 Substitutes 21
    4. Market 24
    4.1 Market Overview 24
    4.2 Target Market 26
    4.2.1 Segment 27
    4.2.2 Size 27
    4.3 Demand Forecast 30
    4.4 Product Trends 32
    5. Potential Risks 34
    5.1 Increased Competition 34
    5.2 Loss of a Key Employee 34
    5.3 Consumers fail to adapt or rejection toward the product 34
    5.4 Stereotype 34
    5.5 Substitutes 35
    5.6 Currency Risk 35
    5.7 Regulatory Changes 35
    6. Financial Projection 35
    6.1 Variable Costs 35
    6.2 Fixed Costs 36
    6.3 Initial Investment 37
    6.4 Funding 38
    6.5 Break Even Analysis 39
    6.5.1 Unit Contribution Margin (CM) 39
    6.5.2 Break Even 39
    6.6 Income Statement 41
    6.7 Cash Flow and Net Present Value Analysis 42
    6.7.1 Cash Flows 42
    6.7.2 Net Present Value Analysis 43
    6.8 Recovery Period of Investment (Payback) 44
    7. Conclusions 45
    8. References 46
    9. Appendixes 47
    Appendix #1 Goodies Booth: Maximum Demand Forecast 47
    Appendix #2 Preview of the Booth Infrastructure 48
    Appendix #3 Other booth styles 48
    Appendix #4 The drink style 49

    1. American University UAM”. Available at: http://www.uam.edu.ni/ 7 April 2011.
    2. “Market of Organic Coffee, Cocoa and Tea in Latin Countries”. Available at: http://www.naturland.de/fileadmin/MDB/documents/Publication/English/Market_SIPPO_a.pdf 15 April 2011.
    3. “Central America Data: Nicaragua Consumes More Coffee”. Available at: http://en.centralamericadata.com/en/article/home/Nicaragua_Consumes_More_Coffee 16 April 2011.
    4. “Nicaragua Central Bank: Nicaragua Anual Report 2010”. Available at: http://www.bcn.gob.ni/publicaciones/anual/memoria/Informe_Anual_2010.pdf 16 April 2011.
    5. “Nicaragua Central Bank: Statistical Yearbook 1010”. Available at: http://www.bcn.gob.ni/en/index.php 16 April 2011.
    6. “Albany Education: Business Level Strategy”. Available at: http://www.albany.edu/faculty/ja0754/bmgt481/lecture4.html 17 April 2011.
    7. “Ministerio Fomento, Industria y Comercio MIFIC”. Available at: http://www.mific.gob.ni/ 17 April 2011.
    8. “Ministerio de Trabajo MITRAB: Act.No.7. Minimum Salary”. Available at: http://www.mitrab.gob.ni/ 17 April 2011.
    9. “Nicaraguan Tourism Board: Preliminary Report 1st Semester 2010”. Available at: www.intur.gob.ni 18 April 2011.
    10. “Embassy of Taiwan in Nicaragua”. Available at: http://www.taiwanembassy.org/mp.asp?mp=337 18 April 2011.
    11. “Comebuy”. Available at: http://www.comebuy2002.com.tw/epaper/epaper.php 25 May 2011.
    12. Moore, Petty, Palich, Longenecker. Managing Small Business An Entrepreneurial Emphasis. South Western, a part of Cengage Learning. 2010.

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