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研究生： 古睿森
Cruz, Carlos
論文名稱： 在墨西哥創設中文學校之商業企畫書
Business plan for a chinese language institute in mexico
指導教授： 蔡政憲
Tsai, Cheng-Hsien
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： 59
中文關鍵詞： 華語 、語言 、學校 、墨西哥 、克雷塔羅 、教育
外文關鍵詞： Mandarin, Language, School, Mexico, Queretaro, Education
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    • In this thesis I provide a business plan for the establishment of a Chinese Language Institute in the city of Querétaro, México. The city of Querétaro is and advantageous location for the operations of this institute. It is highly developed and ranked the most innovative in the country for its industry and education, which is reflected in its population’s levels of education, professional capabilities and income. The city is also attractive to foreign investment for the establishment of their operations, and more recently, attracting interest from Asian corporations.
    With competitive prices, academic excellence and comprehensive materials, we expect to serve the population in Queretaro ranging of ages between 3 and 45. We will deliver quality services with mandarin native-speaking professors who will additional have a background and training in teaching and languages. This will be our main differentiator. We believe this will provide students of all ages with the tools and preparation to be competitive in the global panorama in which we live today.

    List of Figures and Tables i
    Acknowledgements ii
    Abstract iii
    1. COMPANY INTRODUCTION 1
    1.1. Mission 1
    1.2. Vision 1
    1.3. Objectives 2
    1.3.1. General 2
    1.3.2. Specific 2
    1.4. Key Success Factors 2
    1.5. Service Overview 5
    1.6. Company Ownership 6
    1.6.1. Management team and staff 7
    2. MARKET ANALYSIS 9
    2.1. Industry Overview 9
    2.2. Querétaro and the Language Learning Industry 12
    2.2.1. Economy 13
    2.2.2. Demographics and Segmentation 15
    2.3. Industry Players 16
    2.4. Business Opportunity 18
    3. BUSINESS MODEL 22
    3.1. Value Proposition 22
    3.2. Customer Segments 22
    3.3. Channels 23
    3.4. Customer Relationships 24
    3.4.1. Reaching customers 24
    3.4.2. Retaining customers 25
    3.4.3. Growing customers 27
    3.5. Revenue 28
    3.5.1. Type of Revenue Streams 28
    3.5.2. Pricing Mechanism 28
    3.5.3. Ways to Generate Revenue Stream 28
    3.6. Key Partners 29
    3.7. Key Resources 29
    3.8. Key Activities 31
    3.8.1. Development of study programs 31
    3.8.2. Teaching 31
    3.8.3. Marketing 31
    3.8.4. Sales and customer services 32
    3.8.5. Immigration assistance 32
    3.9. Cost Structure 32
    3.9.1. Value-driven 32
    3.9.2. Fixed costs 33
    3.9.3. Variable costs 33
    4. PRODUCTS 34
    4.1. Mandarin Courses 34
    4.1.1. Kindergarten program 34
    4.1.2. Kids-A program 34
    4.1.3. Kids-B program 35
    4.1.4. Teens program 35
    4.1.5. Adults program 35
    4.2. Private Lessons 36
    4.3. Mandarin Courses for Schools 36
    4.4. Mandarin Courses for Companies 37
    4.5. Summer Courses in Taiwan 37
    5. Marketing Plan and Sales Strategy 38
    5.1. Selling Proposition 38
    5.2. Positioning Strategy 38
    5.3. Pricing Strategy 38
    5.3.1. Value-based pricing 38
    5.3.2. Price discrimination 39
    5.4. Promotion Strategy 39
    5.4.1. Push Marketing 39
    5.4.2. Pull Marketing 40
    5.4.3. Search engine optimization (SEO) 41
    5.4.4. Content Marketing 41
    5.4.5. Email Marketing 42
    5.4.6. Social Media 43
    6. Strategic Framework 44
    6.1. SWOT Analysis 44
    6.1.1. Strengths 44
    6.1.2. Weaknesses 45
    6.1.3. Opportunities 45
    6.1.4. Threats 46
    6.1.5. Strategies for maximizing strengths and opportunities 46
    6.1.6. Strategies for mitigating weaknesses and threats 46
    6.2. Porter's 5 Forces Model 47
    6.2.1. Competition in the industry 47
    6.2.2. Potential of new entrants into the industry 47
    6.2.3. Power of suppliers 47
    6.2.4. Power of customers 48
    6.2.5. Threat of substitute products 48
    7. Financial Plan 49
    7.1. General Financial Assumptions 49
    7.1.1. Initial Financing 49
    7.1.2. Prices 49
    7.1.3. Number of students 50
    7.1.4. Other Assumptions 51
    7.2. Startup Costs 52
    7.3. Income Statement 53
    7.4. Sensitivity Analysis 54
    8. Conclusions 55
    9. Bibliography 57

    Institutes and Foundations:
    Índice de Competitividad Estatal (ICE 2016) del Instituto Mexicano para la Competitividad, A.C. (IMCO). Mexican Institute for Competitiveness (IMCO)

    Mexican Institute of Competitiveness. State Competitiveness Index.

    “Inglés es posible: Propuesta de una Agenda Nacional”; 2015; IMCO

    MIT. “Origins- Mexico,” Observatory of Economic Complexity. Cornejo, R., “México y China: Diplomacia, Competencia Económica y Percepciones,” International Forum, Vol. 48, No. 1/2 (191/192) (Jan. – Jun., 2008)

    English in Mexico: An examination of policy, perceptions and influencing factors. British Council. May 2015

    Understanding Mexico’s evolving consumers. McKinsey&Company. 2012

    Government Documents:
    Anuario estadístico y geográfico de Querétaro 2017. Querétaro’s statistic and geographic annual report 2017. Instituto Nacional de Estadística y Geografía, Gobierno del Estado de Querétaro.

    Laws:
    Ley General de Sociedades Mercantiles. Last published reform of February 24th, 2018.

    Online Sources:
    Peyton & Associates http://www.lawmexico.com/wp-content/uploads/2016/01/Mexican-Corporations

    Consulta Mitofsky. ¿Habla usted otro idioma además del español? 2015. www.consulta.mx/¿Habla usted otro idioma además del español?

    Ethnologue. Languages of the world. Summary by Language Size. https://www.ethnologue.com/statistics/size

    PIB de Querétaro, con tendencia de aceleración. https://www.eleconomista.com.mx/estados/PIB-de-Queretaro-con-tendencia-de-aceleracion-20180117-0182.html. January 2018

    PIB per cápita en el municipio de Querétaro está 108 por ciento arriba del nivel nacional. http://codigoqro.mx/2017/05/11/pib-per-capita-en-el-municipio-de-queretaro-esta-108-por-ciento-arriba-del-nivel-nacional/

    Producción de vino, ancla turística en Qro. https://www.eleconomista.com.mx/estados/Produccion-de-vino-ancla-turistica-en-Qro-20180223-0004.html

    Companies Manufacturing in Queretaro, Mexico. https://insights.offshoregroup.com/queretaros-manufacturing-industry

    Globo World. http://thegloboworld.com/

    Language Services Center. Escuela de Idiomas http://www.languageservicescenter.com.mx/index.html

    Languages International. Escuela de Idiomas. http://www.escueladeidiomasqueretaro.com/index.html#languages-queretaro

    Why is Industry in Querétaro, Mexico Growing so Quickly? http://www.industryweek.com

    Querétaro se abre a inversión china. https://www.eleconomista.com.mx

    México: Llegar al consumidor. Santander Trade. https://www.santandertrade.com/analizar-mercados/mexico/llegar-al-consumidor

    EDUEXPOS. http://eduexpos.edufindme.com/

    EXPO EDUCACIÓN. http://coneduq.org.mx/Eventos/expo-educacion-2018-en-queretaro/

    Email Marketing ROI: What is the True ROI of Email Marketing? DECEMBER 22, 2017. https://www.lyfemarketing.com/blog/email-marketing-roi/

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