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| 研究生： |
蘇金莉 Aurellia Angel Soputra |
|---|---|
| 論文名稱： |
椰子咖啡店商業企劃書 CocoNaturals Café business plan |
| 指導教授： |
吳文傑
Wu, Jack |
| 口試委員: |
徐愛恩
Hsu, Ai-En 張景宏 Chang, Ching-Hung |
| 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： | 2023 |
| 畢業學年度： | 111 |
| 語文別： | 英文 |
| 論文頁數： | 53 |
| 中文關鍵詞： | 咖啡 、咖啡店 、有機 、椰漿飲品 、精品咖啡 |
| 外文關鍵詞： | Café, Coffee shop, Organic, Coconut-based beverages, Specialty coffee |
| 相關次數： | 點閱：220 下載：0 |
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CocoNaturals is a specialty café located in Indonesia, offering a unique range of coffee, coconut-based beverages, desserts, and products. Our café aims to provide a premium coffee experience combined with the natural goodness of coconuts, serving customers who seek high-quality, healthy, and delicious options. Our innovative café concept is supported by personalized promotions, excellent customer service, and a warm, inviting store design, including meeting rooms for business and social gatherings. With a strong emphasis on sustainability, we source local, organic coconut and work with reputable suppliers for our coffee beans, food ingredients, and packaging. Our strategic location, targeted marketing, and online delivery partnerships position us for success in the growing coffee and specialty beverage market in Palu City. CocoNaturals is poised to be a leader in the industry, catering to attract customers who appreciate premium quality coffee and coconut-based offerings.
This business plan is created for the purpose of launching above concept. It aims to provide the details about the company’s background, market analysis, target market, and estimated sales in the next five years after its launch. The owner will be investing around Rp. 600.000.000 to finance all start-up expenditures and ongoing operational costs.
Table of Contents
1. Executive Summary 1
2. Company Overview 2
2.1. Mission 2
2.2. Vision 2
2.3. Core Values 2
2.4. Company Objectives 2
2.5. Company Ownership 3
2.6. Store Design 3
2.7. Logo 5
2.8. Location 6
2.9. Business Model 8
2.9.1. Value Proposition 8
2.9.2. Customers Segment 8
2.9.3. Channels 9
2.9.4. Customers Relationship 9
2.9.5. Revenue Stream 9
2.9.6. Key Partners 10
2.9.7. Key Activities 10
2.9.8. Key Resources 10
2.9.9. Cost Structures 11
3. Industry Analysis 12
3.1. Consumer Spending 12
3.2. Consumer Confidence Index (CCI) 12
3.3. Coconut Industry in Indonesia 13
3.4. Café Industry in Indonesia 15
4. Products 17
4.1. Product List 17
4.2. Packaging 23
5. Marketing Plan 25
5.1. Market Analysis 25
5.2. SWOT Analysis 25
5.3. Porter’s Five Forces 29
5.4. Competitor Analysis 31
5.5. Target Market Segment Analysis 32
5.6. Marketing Strategies 33
5.7. Pricing Strategy 34
6. Operational Plan 36
6.1. Location 36
6.2. Daily Operational Procedures 36
6.3. Menu and Recipes 36
6.4. Equipment and Supplies 37
6.5. Personnel 40
6.6. Inventory 40
6.7. Suppliers 41
7. Financial Plan 42
7.1. Capital Investment Plan 42
7.2. Variable Costs 43
7.3. Fixed Cost 44
7.4. Projected Profit and Loss 45
7.4.1. Best Scenario Analysis 46
7.4.2. Worst Scenario Analysis 47
7.5. Break-Even Analysis 49
8. Reference 52
9. Appendix 53
List of Figures and Table
Table 1: CocoNaturals Café Business Model Canvas 8
Table 2: Competitor Analysis 31
Table 3: Main Equipment 38
Table 4: Start-up Expenses 43
Table 5: List of Ingredients Cost 43
Table 6: List of Fixed Cost 44
Table 7: Projected Profit and Loss Statement in Best Scenario 46
Table 8: NPV and Internal Rate of Return 47
Table 9: Projected Profit and Loss Statement in Worst Scenario 48
Figure 1: Possible Design of Café 4
Figure 2: CocoNaturals Café Logo 6
Figure 3: Map of Indonesia 6
Figure 4: Map of Diponegoro Road 7
Figure 5: Consumer Spending in Indonesia 12
Figure 6: Indonesia Customer Confidence Index 13
Figure 7: Coconut Producers in Indonesia 14
Figure 8: Coconut Water Coffee 17
Figure 9: Coconut Latte 18
Figure 10: Coconut Bubble Milk Tea 19
Figure 11: Coconut Water Lemonade 19
Figure 12: Original Coconut Water 20
Figure 13: Brown Sugar Coconut 20
Figure 14: Virgin Coconut Oil 21
Figure 15: Coconut Milk 22
Figure 16: Coconut Cream 22
Figure 17: Traditional Desserts 23
Figure 18: Packaging and Cup Design 24
Figure 19: SWOT Analysis 26
Figure 20: Porter’s Five Forces 29
Figure 21: CocoNaturals Menu Design 37
Figure 22: Staff Uniform Design 40
Reference
1. Bank Indonesia. (2023). Consumer Survey March 2023. Retrieved from https://www.bi.go.id/en/publikasi/laporan/Documents/SK-March-2023.pdf
2. Katadata. (2021, March 12). Riau, Provinsi Penghasil Kelapa Terbesar Nasional [Riau, the Largest Coconut-Producing Province in the Country]. Retrieved from https://databoks.katadata.co.id/datapublish/2021/03/12/riau-provinsi-penghasil-kelapa-terbesar-nasional
3. Badan Pusat Statistik. (2023, February 6). Ekonomi Indonesia Tahun 2022 Tumbuh 5,31 Persen [Indonesia's Economy Grew 5.31 Percent in 2022]. Retrieved from https://www.bps.go.id/pressrelease/2023/02/06/1997/ekonomi-indonesia-tahun-2022-tumbuh-5-31-persen.html
4. Katadata. (2023, March 13). Produksi Kopi Indonesia Meningkat Capai 794 Ribu Ton pada 2022 [Indonesia's Coffee Production Increased to 794 thousand Tons in 2022]. Retrieved from https://databoks.katadata.co.id/datapublish/2023/03/13/produksi-kopi-indonesia-meningkat-capai-794-ribu-ton-pada-2022
5. Trading Economics. (n.d.). Indonesia - Consumer Spending. Retrieved from https://tradingeconomics.com/indonesia/consumer-spending
6. Osterwalder, A., & Pigneur, Y. (2010). Business Model Generation. John Wiley & Sons.
7. BPS Kota Palu. (2021). Palu City Statistics. Retrieved from https://palukota.bps.go.id/publication.html
8. Directorate General of Plantation, Ministry of Agriculture. (2021). BUKU STATISTIK PERKEBUNAN 2019-2021. Retrieved from https://ditjenbun.pertanian.go.id/template/uploads/2021/04/BUKU-STATISTIK-PERKEBUNAN-2019-2021-OK.pdf
9. Weygandt, J., Kimmel, P. D., & Kieso, D. E. (2019). Financial Accounting (4th edition). John Wiley & Sons.
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