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研究生： 歐陽瑄
Ollivierre, Ayesha
論文名稱： 開設加勒比海住宿加早餐酒店的商業企畫書
Fresh breath xcape bed and breakfast caribbean retreat
指導教授： 何富年
Ho, Foo-Nin
口試委員: 劉惠美
Liu, Hui-Mei
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： 2018
畢業學年度： 106
語文別： 英文
論文頁數： 68
中文關鍵詞： 行銷企劃 、住宿加早餐酒店 、國內生產總值 、蘇弗里埃爾火山 、貿易
外文關鍵詞： Marketing plan, B&B, Gross domestic product, Soufriere Hill, Trade
DOI URL： http://doi.org/10.6814/THE.NCCU.IMBA.004.2018.F08
相關次數： 點閱：310  下載：0 
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    • This business plan illustrates opening a bed and breakfast operation in St. Lucia. The Fresh Breath Xcape will prioritize a decorous treatment service to the employees, focusing on developing their leadership and teamwork skills, enabling the possibilities to offer top ranking customer service.
    As the rising globalization rate and declined economy, it is important to identify the proper components of a business plan for bed and breakfast operation. To summarize a successful operation model, finding the right market, customer segments and positioning its value proposition. This research will also highlight the revenue forecast and the growing lodging industry rate in St. Lucia. Tourism is the leading economic sector in Saint Lucia, contributing an estimated 13.8% of GDP and direct employment for approximately 20,000 employees. Saint Lucia is a leading tourism destination and decorated recipient of international awards and accolades for her natural beauty, luxury, and romance. It is the first largest export earner after the agriculture and manufacture services and rates third in the Caribbean for increased visitor numbers and visitor spends. The industry has been emerging and flourishing. The Bed and Breakfast accommodation has become a true symbol for tourism in St. Lucia and can be considered as a typical lodging for this part of the world. There are countless bed and breakfast across the Caribbean region offering housing from inexpensive rooms to luxury stay with high levels of comfort and first class service.

    Acknowledgements i
    Abstract ii
    1. Executive Summary 1-2
    2.Company Summary 3
    2.1. Our Mission 3
    2.2. Our Vision 3
    2.3. Objectives 4
    2.4. Keys to success 4
    3. Company Ownership 5
    3.1. Start-up Summary 5-7
    4. Industry 8
    4.1. St. Lucia’s Economic Overview 8-10
    4.2. Travel Trends 10-11
    4.3. Size of Industry 11
    5. Service Business Analysis 12
    5.1. Customer Segments 12
    5.2. Channels 13
    5.3. Customer Relationship 13
    5.4. Value Propositions 14
    5.5. Key Activities 14
    5.6. Key Resources 15
    5.7. Key Partners 15
    5.8. Cost Structure 15-16
    5.9. Revenue Streams 16
    6. Market Analysis Summary 17
    6.1. Market Segmentation 17-18
    6.2. Target Market Segment Strategy 18-19
    6.3. Marketing Strategy 19-20
    6.4. Market Needs 20
    6.5. Competitions and Buying Patterns 21-22
    7. Strategic and Implementation Summary 23
    7.1. SWOT Analysis 23
    7.2.Sales Strategy 24
    7.3. Sales Forecast 25-27
    8. Milestone 28-29
    9. Web Plan Summary 30
    9.1. Website Marketing Strategy 30
    10. Competitor Analysis 31
    10.1. Competitors 31
    10.2. Competitive Edge 31-32
    10.3. Positioning 32
    11. Marketing Mix Strategy 33
    11.1. Pricing 33
    11.2. Place and Distribution 34
    11.3. Advertising and Promotion 34-36
    11.4. Customer Service 36
    12. Risks 37
    12.1. Threats of New Entrants 37
    12.2. Rivalry Among Existing Competitors 38
    12.3. Bargaining Power of Buyers 38
    12.4. Bargaining Power of Supplier 39
    12.5. Threats of Substitute Services 39
    13. Management Summary 40
    13.1. Personnel Plan 40-41
    14. Financial Forecast 42
    14.1. Projected Revenue Income 42
    14.2. Projected Income Statement 43
    14.3. Projected Cash Flow Statement 44
    14.4. Projected Balance Sheet 45
    14.5. Break-Even Analysis 46
    14.6. Conclusion 47
    References 48-49
    Appendix 50-54

    Bank, T. W. (2018, January 09). St. Lucia Economy. Retrieved from The World Bank: https://globaledge.msu.edu/countries/saint-lucia/economy/#source_1
    Buchanan, R. D., & Espeseth, R. D. (1991). Retrieved from Developing a bed & breakfast business plan ([rev.ed.]).: https://trove.nla.gov.au/work/10182236
    CTO, C. T. (2018, January). Tourism Statistics for the Caribbean. Retrieved from St. Lucia's Stayover Arrivals: http://caribbean.cepal.org/content/tourism-statistics-caribbean
    Economics, T. (2018, January 10). St. Lucia GDP Forecast. Retrieved from Trading Economics: https://tradingeconomics.com/St. Lucia/GDP/forecast
    IMF, I. M. (2018, January 09). S.Lucia and the International Monetary Fund. Retrieved from Country's Data: http://www.imf.org/en/Countries/LCA#countrydata
    IndexMundi. (2018, January 09). Retrieved from St. Lucia GDP - Composition by Sector: https://www.indexmundi.com/saint_lucia/gdp_composition_by_sector.html
    Kerin, R. A., & Peterson, R. A. (2013). "Product and Service Strategy and Brand Management". In "Strategic Marketing Problems: Cases and Comments" "Marketing Mix" 13th Edition International (pp. pp. 147-293). U.S: Pearson Education.
    Scholes, K., & Johnson, G. (2008). "Competitive Forces- Five Forces Framework". In The Environment. In Exploring Corporate Strategy 8th edition (pp. pp.59-64). Pennsylvania: Financial Times Prentice Hall.
    Small Business BC. (2018, January). Retrieved from Service Business Plan Ideas - May 2000: https://smallbusinessbc.ca/
    WTTC. (2018, January 10). St. Lucia Travel and Tourism Economic Impact . Retrieved from World Travel and Tourism Council: https://www.wttc.org/-/media/files/reports/economic-impact-research/countries-2017/stlucia2017.pdf

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