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研究生： 甘思博
Sébastien Gabriel Gonzalez Seguel
論文名稱： 法式甜點在台北的開業計劃
French desserts business plan in Taipei
指導教授： 林月雲
Lin, Carol
口試委員: 陳春龍
Chen, Samuel
張大為
Chang, David
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： 2021
畢業學年度： 109
語文別： 英文
論文頁數： 75
中文關鍵詞： 法式甜點 、夜市 、冰淇淋 、鬆餅
外文關鍵詞： French Desserts, Night Market, Ice Cream, Pancake
DOI URL： http://doi.org/10.6814/NCCU202101240
相關次數： 點閱：125  下載：0 
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    ‘’O Rose’’ is the new option in Taiwan for French handmade ice cream and desserts. We aim to serve products with high-quality, natural and that have no additives. Our mission is simple, bring joy to our customers. Our business will offer traditional French ice-cream and pancake. We will combine our products with local flavors to add to a new experience. We want to share the enjoyment with people from all backgrounds and believes, and because of that we will also serve options for vegan and lactose intolerant.

    ‘’O Rose’’ desires to promote French culture and desserts in Taipei. Furthermore, also French know-how, style and way of life to Taiwanese customer. ‘’O Rose’’ will source ingredients from local and French producers. The business plan was written on a three-year basis, emphasizing ‘’O Rose’’ core business values, business model, operational principles, business performance and social responsibilities.

    The business plan presents the viability of the business, and demonstrating that there is a market for those products with a very promising potential.



    1. Company Description 1
    1.1. Vision 2
    1.2. Mission 2
    1.3. Objectives 2
    2. Establishment 4
    2.1. Location 4
    2.2. Company Ownership 5
    2.3. Start-Up 6
    2.3.1. Business Name and Company Stamp 7
    2.3.2. Secure Investment Approval and Official Business Address 7
    2.3.3. Open a Bank Account 8
    2.3.4. Transfer of the Investment Money 8
    2.3.5. Apply for Capital Verification Approval and Company Registration 8
    3. Business Model Analysis 10
    3.1. Customer Relations and Channels 10
    3.2. Key Activities 11
    3.3. Key Partners 12
    4. Analysis of Sweet Desserts Industry of Taiwan 13
    4.1. The Ice Cream Market in Asia Pacific 13
    4.1.1. Key Market Trends 14
    4.1.2. Competitive Landscape and Major Players 15
    4.2. Ice Cream Market in Taiwan Analysis 16
    4.3. Competitor Analysis 18
    4.4. Success Factors of French Dessert Brands Abroad 20
    5. Strategy and Company’s Position 23
    5.1. ‘’O Rose’’ Business Model Canvas 23
    5.2. Customer Empathy Map 23
    5.3. Customer Segment 24
    5.4. Value Proposition 25
    5.4.1. Excellence 25
    5.4.2. Customer Orientation 26
    5.5. Branding and Image 27
    5.6. Porter’s Model 29
    5.7. SWOT analysis 30
    5.7.1. Strengths 30
    5.7.2. Weaknesses 31
    5.7.3. Threats 32
    5.7.4. Opportunities 34
    5.8. Marketing Mix 34
    5.8.1. Product 34
    5.8.2. Price 38
    5.8.3. Promotion 39
    5.8.4. Place 41
    6. Operational Plan 43
    6.1. Ice Cream Making Process 43
    6.2. Logistics 44
    6.3. Inventory control 44
    6.4. Daily Routine 44
    6.5. Equipment 45
    6.6. Exit Strategies 46
    7. Management & Organization 48
    8. Financial Plan 50
    8.1. Start-up Funding 50
    8.1.1. Loan from a Taiwanese Bank 51
    8.1.2. Crowdfunding 51
    8.1.3. Taiwan Government 52
    8.2. Startup Expenses 53
    8.2.1. Rent Expenses 53
    8.2.2. PPE 54
    8.2.3. Wages, Salaries and Liabilities 56
    8.2.4. Indirect Costs 57
    8.3. Cost of Goods Sold 57
    8.4. Sales Forecast 58
    8.5. Pro-Forma Income Statement 58
    8.5.1. Inflation 59
    8.5.2. Corporate income tax liability 60
    8.6. Series Funding 60
    8.7. Future Growth 61
    8.7.1. Market Expansion 61
    8.7.2. Product Expansion 64
    8.7.3. Service Expansion (Catering service) 66
    9. Corporate and Social Responsibilities 67
    9.1. Human Resources 67
    9.2. Water and Power Management 67
    9.3. Waste Management and Sourcing 68
    9.4. Charity Work 68
    10. Conclusion 70
    11. References 71
    12. Appendix 72
    12.1. Taiwan venture capitalists list 72
    12.2. Detailed sales forecasts of ‘’O Rose’' 73
    12.3. ‘’O Rose’' detailed Pro format income statement 75

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