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| 研究生： |
魏愛玲 Jennie Huy |
|---|---|
| 論文名稱： |
法國的泡沫茶車 Bubble tea truck in France |
| 指導教授： |
吳文傑
Wu, Jack |
| 口試委員: |
陳春龍
Chen, Samuel 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： | 2020 |
| 畢業學年度： | 108 |
| 語文別： | 英文 |
| 論文頁數： | 55 |
| 中文關鍵詞： | 泡沫茶 、貨車 、食物 、飲料 、法國 |
| 外文關鍵詞： | Bubble tea, Truck, Food, Beverage, France |
| DOI URL： | http://doi.org/10.6814/NCCU202001337 |
| 相關次數： | 點閱：249 下載：0 |
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| 查詢本校圖書館目錄 查詢臺灣博碩士論文知識加值系統 勘誤回報 |
BBT is a bubble tea truck that brings good and tasty bubble tea recipes to the French market, Paris in particular, as well as alcoholic bubble teas, with alcohol in the popping bubbles, which has never been seen before in France.
Its two main activities are one on one selling and catering for events.
The recipes are innovative because the normal bubble teas come straight from Taiwan, their homeland, and the alcoholic bubble teas have not been in the market yet. This would allow BBT to reach customers that already know and love bubble tea, as well as the customers that are not familiar to that drink yet.
1. Introduction 1
2. Company overview 2
2.1. History and background 2
2.2. Mission 3
2.3. Vision 3
2.4. Objectives 3
2.5. Long term objectives 4
2.6. Key success factors 4
2.7. Brand and product overview 5
2.8. Logo 5
2.9. Company ownership 6
3. Business environment / Market analysis 7
3.1. Industry overview 7
3.2. Industry Key players worldwide 10
3.3. Tea consumption in France 10
4. Situation analysis 12
4.1. Presentation of France 12
4.2. Economy in France 12
4.3. Socio-demographics of France 13
4.4. The Chinese community in France 14
4.5. Competitors in France 15
4.6. Business opportunity 16
5. Business model 17
5.1. Value proposition 17
5.2. Customer segments 17
5.3. Empathy map : the description of one target customer 18
5.3.1. What does she SEE? 19
5.3.2. What does she HEAR? 19
5.3.3. What does she really THINK and FEEL? 19
5.3.4. What does she SAY and DO? 20
5.3.5. What is the customer’s PAIN? 20
5.3.6. What does the customer GAIN? 20
5.4. Channels 21
5.4.1. Distribution channel 22
5.4.2. Communication channel 22
5.4.3. Sales channel 22
5.5. Customer relationships and engagement 23
5.6. Key resources 25
5.7. Key activities 26
5.8. Cost structure 27
5.9. Revenue stream 28
6. Marketing plan 30
6.1. Selling proposition 30
6.2. Target market 30
6.3. Consumer behaviour 30
6.4. Product 30
6.5. Packaging and decoration 33
6.6. Competitive advantage 34
6.7. Pricing and positioning strategy 34
6.8. Positioning map 35
6.9. Location 35
6.10. Promotion strategy 36
6.10.1. Pull marketing : 36
6.10.2. Push marketing : 37
6.11. Online marketing strategy 38
6.11.1. Facebook : the non-official brand ambassadors 39
6.11.2. Twitter : retweeting content 40
6.11.3. Instagram : our main focus 40
6.11.4. Tik tok : the challenges 41
7. Strategic planning/framework 42
7.1. External analysis 42
7.1.1. Bubble tea industry 42
7.1.2. Food truck industry 44
7.2. Internal analysis 45
7.3. Business level strategy 46
7.4. Product development 47
7.5. Market development 47
8. Financial plan 48
8.1. The rules to follow 48
8.2. Initial investment Summary 49
8.3. Estimated Cash flow 51
8.4. Break even analysis 52
9. Conclusion 53
10. Reference 54
Bubble tea market size :
https://www.alliedmarketresearch.com/bubble-tea-market
Bubble Tea Market Size, Share and Global Trend By Type : https://www.fortunebusinessinsights.com/industry-reports/bubble-tea-market-101564
The difference between push and pull marketing :
https://smallbusiness.chron.com/difference-between-push-pull-marketing-31806.html
Advertising in the metro : https://espub.org/metro-publicite/
Why is word of mouth marketing so incredibly important ? https://referralrock.com/blog/word-of-mouth-marketing/
Membership Is the New Loyalty: How to Build Customer Relationships that Last
https://blog.hubspot.com/service/customer-relationships
The trendy drinks of 2020 (French)
https://www.agro-media.fr/actualite/les-tendances-boissons-2020-selon-les-experts-de-flavorman-35656.html
Paris opens 9 new food truck areas (French) :
https://actu.fr/ile-de-france/paris_75056/food-trucks-paris-ville-propose-9-nouveaux-emplacements-lance-appel-candidatures_26543564.html
Which legal status for a food truck ? (French) : https://www.thebusinessplanshop.com/fr/blog/statut-juridique-food-truck
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