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研究生： 趙芳萍
Georgina Sarai Sapien Ramirez
論文名稱： Torteria Magicana:墨西哥市的社會企業餐廳
"Torteria Magicana”: Torteria with social empowerment focus in Mexico City
指導教授： 劉秀明
Liu, Sandra
口試委員: 林月雲
Lin, Carol
陳春龍
Chen, Samuel
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： 66
中文關鍵詞： 多色彩餡餅 、餐廳 、社會責任 、食物捐贈 、墨西哥式設計
外文關鍵詞： multicolor torta, restaurant, social responsibility, food donation, Mexican design
DOI URL： http://doi.org/10.6814/NCCU202000662
相關次數： 點閱：231  下載：0 
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    • This thesis presents a business plan for the creation of a “torteria” with a social empowerment focus in Mexico City.
    The key factors are, firstly, it offers the world's first and only multicolor torta made of 100% natural Mexican ingredients and secondly, it is designed to help vulnerable people living on the streets of Mexico City by a food donation program.
    Torteria Magicana will be located in one the most touristic neighborhoods of the city with an inner decoration showcasing our pride for Mexican design. Then, the atmosphere also makes allusion to the social spirit, so you can realize this is not a traditional torteria. Our target customers, millennials, feel deeply attracted to eye-catching places and related to businesses that are socially responsible, so, if you are a foodie who loves to share in social media and want to give back to society, this is paradise.
    The most basic form of help comes by way of donating food. For every five pieces of torta sold, one more is donated to people living rough in Mexico City. Every week the extra pieces will be taken to nearby shelters. The client that bought the fifth piece will be able to write a note to the recipient, in this way we will be connecting both worlds.
    Further, Torteria Magicana goes beyond just donating food. We will organize volunteering activities every month in partnership with shelters such as workshops, leisure activities and trainings with the aim of supporting shelter’s management in improving homeless’ lives.


    1. Business Motivation 1
    1.1. Company Overview 2
    1.2. Value Proposal 3
    1.3. Our Mission 3
    1.4. Our Vision 4
    1.5. Our Values 4
    2. Products and Services 5
    2.1. Tortas 5
    2.2. Drinks 7
    2.3. Desserts 9
    2.4. The Social Impact 10
    3. Business Model Analysis 12
    3.1. Customer Relations and Channels 12
    3.2. Key Activities 13
    3.3. Key Partners 14
    4. Market Analysis 16
    4.1. Mexico’s Population Landscape 16
    4.2. Mexico’s Labor Landscape and Poverty 18
    4.3. Customer Profile: Millennials in Mexico 19
    4.4. Out-of-house food consumption 22
    4.5. Mexican gastronomy and restaurant industry 23
    5. Marketing Plan and Sales 25
    5.1. Competitors Analysis 25
    5.2. SWOT Analysis 30
    5.3. PESTEL Analysis 33
    5.4. Porter’s Model 35
    5.5. Competitive Advantage 37
    6. Strategy and Company’s Position 39
    6.1. Segmentation 39
    6.1.1. Customer Empathy Map 39
    6.2. Targeting 40
    6.3. Positioning 41
    6.3.1. Perceptual Brand Mapping 41
    6.3.2. Positioning Statement 43
    6.3.3. Value Proposition 43
    6.4. Marketing Mix 44
    6.4.1. Product 44
    6.4.2. Price 46
    6.4.3. Place 47
    6.4.4. Promotion 48
    7. Management and Organizational Structure 51
    7.1. Hierarchy and Functions 51
    7.2. Porter’s Value Chain Analysis 56
    8. Financial Plan 58
    8.1. Startup Expenses 58
    8.2. Sales Forecast 59
    8.3. Wages and Salaries 60
    8.4. Donations Forecast 61
    8.5. Total Expenses 62
    8.6. Pro Forma Income Statement 63
    9. References 64

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    12.Comisión de Derechos Humanos del Distrito Federal. Censo de Poblaciones Callejeras. August, 2017. http://cdhdfbeta.cdhdf.org.mx/wp-content/uploads/2017/08/Boletin1162017.pdf
    13.Deloitte. 2019 Global Millenial Survey, May, 2019. https://www2.deloitte.com/content/dam/Deloitte/mx/Documents/about-deloitte/2019/Deloitte-Millennials-Mexico-2019-Report.pdf
    14.Nielsen. ¿Que hay en nuestra comida y en nuestra mente? August, 2016. https://www.nielsen.com/wp-content/uploads/sites/3/2019/04/EstudioGlobal_NuestraComidaYMente.pdf
    15.Gabinete de Comunicación Estratégica. Tacos y Tortas. Febrero, 2015. https://gabinete.mx/images/reportes/2015/nutricion/rep_tacos_tortas_2015.pdf
    16.Entrepreneur. Quieres poner un restaurante? Diciembre, 2018. https://www.entrepreneur.com/article/324366
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    18.Mas por mas. Unas tortas de ensueño en la Condesa. May, 2017. https://www.maspormas.com/ciudad/unas-tortas-ensueno-la-colonia-condesa/
    19.Donde Ir. L’Encanto de Lola, tortas atípicas en San Ángel. https://www.dondeir.com/restaurante/l-encanto-de-lola-tortas-atipicas-en-san-angel/12718/
    20.Donde Ir. Canica: los 3 sándwiches gourmet que debes probar. Junio, 2019. https://www.dondeir.com/restaurantes/canica-los-tres-sandwiches-gourmet-que-debes-probar/2019/08/
    21.Deloitte. 2019 Global Millenial Survey, May, 2019. https://www2.deloitte.com/content/dam/Deloitte/mx/Documents/about-deloitte/2019/Deloitte-Millennials-Mexico-2019-Report.pdf
    22.Asociación Mexicana de Venta Online. Estudio de Venta Online: Alimentos y Bebidas. 2020. https://www.amvo.org.mx/wp-content/uploads/2020/03/AMVO_Estudio_VentaOnline_AlimentosBebidas2020_VP%C3%BAblica.pdf
    23.HubSpot. The 2020 guide to successful brand positioning in your market. December, 2019. https://blog.hubspot.com/sales/brand-positioning-strategy
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