簡易檢索 / 詳目顯示
| 研究生： |
金迪恩 Keane, Denis John |
|---|---|
| 論文名稱： |
開設Pirate Mary’s餐廳的商業企劃書 Pirate Mary’s a business plan |
| 指導教授： |
何小台
Ho, Chester |
| 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： | 2010 |
| 畢業學年度： | 98 |
| 語文別： | 英文 |
| 論文頁數： | 51 |
| 中文關鍵詞： | 商業企劃書 |
| 相關次數： | 點閱：177 下載：0 |
| 分享至: |
| 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 |
開設Pirate Mary’s餐廳的商業企劃書
1 Executive Summary..........................................................................................3
1.1 Objectives..................................................................................................................3
1.2 Mission......................................................................................................................3
1.3 Keys to Success.........................................................................................................3
2 Company Summary..........................................................................................4
2.1 Company Ownership.................................................................................................4
2.2 Value Statement.........................................................................................................5
2.3 Start Up Summary.....................................................................................................5
2.4 Location.....................................................................................................................7
3 Products ............................................................................................................9
3.1 Product Description...................................................................................................9
3.2 The Oil.....................................................................................................................10
3.3 Competitive Comparison.........................................................................................11
3.4 Sourcing..................................................................................................................12
3.5 Future Products.......................................................................................................12
4 Market Analysis..............................................................................................12
4.1 What is a Night Market?.........................................................................................13
4.2 Who is the Customer?.............................................................................................13
4.3 Why Do They Visit the Night Market?...................................................................13
4.4 So Who is Our Target Market?................................................................................14
4.5 Market Conditions...................................................................................................14
4.6 The Competition......................................................................................................15
5 Marketing Plan...............................................................................................15
5.1 Building Brand........................................................................................................16
5.1.1 Why Pirate Mary's?..................................................................................16
5.1.2 What is "Kawaii"?....................................................................................16
5.1.3 Developing the Pirate Mary's Logo..........................................................17
5.2 Pricing Strategy.......................................................................................................17
5.3 Marketing Strategy..................................................................................................18
5.3.1 Susceptibility and Awareness...................................................................19
‧
國
立
政
治
大
學
‧
N a t i on a l Ch e n g c h i U n i v e r s i t y
5.3.2 Interest and Understanding.......................................................................22
5.3.3 Attitude and Legitimacy...........................................................................22
5.3.4 Purchase....................................................................................................23
5.3.5 Trial and Experience.................................................................................23
5.3.6 Repeat Purchase........................................................................................23
5.4 On-line Marketing Strategy.....................................................................................23
5.5 Marketing Budget....................................................................................................26
6 Implementation...............................................................................................26
6.1 Kitchen....................................................................................................................26
6.2 Stall..........................................................................................................................28
6.3 Logistics..................................................................................................................28
6.4 Employees...............................................................................................................29
6.4.1 Employee's Pay and Incentives................................................................31
7 Franchising......................................................................................................31
7.1 Benefits to Pirate Mary's by Franchising................................................................32
7.2 Benefits to the Franchisee.......................................................................................33
7.3 Selecting the Franchisee..........................................................................................33
7.4 The Franchise Model...............................................................................................34
7.5 Roll Out...................................................................................................................36
8 Financial Statements......................................................................................37
8.1 Sales Forecast..........................................................................................................37
8.2 Break-even Analysis................................................................................................38
8.3 Cash Flow Statement...............................................................................................40
8.4 Income Statement.....................................................................................41
Appendices.........................................................................................................42
References...........................................................................................................51
Alon, I. (2005). Service Franchising: A Global Perspective (1 ed.). New York: Springer.
Chang, J., Hsieh, A.T. (2006) Leisure Motives of Eating Out in Night Markets. Journal of
Business Research, Volume 59, Issue 12, Pages 1276-1278
Grunhagen, M., & Dorsch, M. J. (2003). Does the Franchisor Provide Value to the
Franchisees? Past Current and Future Value Assessments of Two Franchise Types.
Journal of Small Business Management, 41(4), 366-384.
Her, K. (2008) A Taste of the Night. Taiwan Review, Volume 58, Issue 5, Page 10-14.
Hsieh, A.T., Chang, J. (2006) Shopping and Tourist Night Markets in Taiwan. Tourism
Management, Volume 27, Issue 1, Pages 138-145
Kawasaki, G. (2004). The Art of the Start: The Time-Tested, Battle-Hardened Guide for
Anyone Starting Anything. Ottawa: Portfolio Hardcover.
Kestenbaum, H. (2008). So You Want to Franchise Your Business (1 ed.). Irvine, CA:
Entrepreneur Press.
Levinson, J. C. (1990). Guerrilla Marketing Weapons: 100 Affordable Marketing Methods.
New York: Plume.
Mercer. (1996). Marketing (2 ed.). Malden, MA: Wiley-Blackwell.
Ni, L., Alon, I., & Dant, R. P. (2009, September). US-Based Fast Food Restaurants: Factors
Influencing International Expansion of Franchise Systems. Paper presented at the
Fourth International Conference on Economics and Management of Networks,
Sarajevo, Bosnia and Herzegovina.
Yu, S.D. "Hot and Noisy: Taiwan's Night Market Culture" in Jordan, D.K., Andrew D.M.,
Moskowitz, M.L., (eds.)(2004) The Minor Arts of Daily Life: Popular Culture in
Taiwan , Honolulu: Univ. of Hawai'i Press
‧
國
立
政
治
大
學
‧
N a t i on a l Ch e n g c h i U n i v e r s i t y
Roach, M. (December, 1999) Cute Inc. WIRED Magazine.
Taipei City finds issue with frying oil at fast food outlets. (2009, July 10).
Taiwan News, pp. 1.
Taiwan's tourism revenues up 13.85% in 2008: official tallies. (2009, July 10).
The China Post, pp. 2.
Taiwan McDonald's issues statement to clarify oil dispute. (2009, June 26).
Taiwan News, pp. 2.
All About Cooking Oils. Pressure Cooker Recipes. Retrieved December 9, 2009, from http://
missvickie.com/howto/spices/oils.html#%20Oils%20for%20Frying
Eldon, E. Facebook Gains More Ground in Southeast Asia. Retrieved September 2, 2009,
from http://www.insidefacebook.com/2009/09/02/facebook-gains-more-ground-insoutheast-
asia/
Stephens, S. (2008, October 23) Burger King, McDonald's, recession-proof? Retrieved
October 23, 2008, from http://www.thedeal.com/corporatedealmaker/2008/10/
Taiwan to Fine McDonald's, Dominos for Arsenic in Frying Oil. Retrieved July 13, 2009,
from http://www.earthtimes.org/articles/show/277199,taiwan-to-fine-mcdonaldsdominos-
pizza-for-arsenic-in-frying-oil.html
此全文未授權公開