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研究生:狄耶哥
研究生(外文):Diego Saucedo
論文名稱:經營品嚐墨西哥烈酒連鎖酒吧的關鍵成功因素
論文名稱(外文):Key success factors for a franchise bar for tasting Mexican spirits
指導教授:曹承礎曹承礎引用關係
口試委員:吳玲玲謝冠雄
口試日期:2014-07-25
學位類別:碩士
校院名稱:國立臺灣大學
系所名稱:企業管理碩士專班
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2014
畢業學年度:102
語文別:英文
論文頁數:185
中文關鍵詞:酒吧
外文關鍵詞:Bar
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這項研究包括有關以創新的理念建立特許經營的酒吧五章的研究,數據和信息,商業計劃的分析和結論

Even thus that Tequila, Mezcal and Sotol are the three most representative Mexican spirits, so far there is not a place offering a taste experience of the three drinks. How successful would it be to create a bar providing the taste of Mexican spirits? This study makes an evaluation of the market, competitors, key success factors and future expectations for a franchise bar providing a tasting of Mexican alcoholic drinks.

This study includes five chapters of research, analysis of data and information, a business plan, and conclusions regarding the creation of a franchise bar with an innovative concept.

The first chapter defines the problem regarding the lack of a tasting culture of Mexican spirits and bars providing with this service. In the following two chapters we focused on how to create and sustain competitive advantage by applying: entry, differentiation and avoid competition strategies. The third chapter corresponds to the business plan to make a wider approach of the environment for the franchise in the hospitality industry.
In the final chapter, we came with the conclusion of the study providing with ideas about the key success factors, threats, recommendations and future expectations for the short and long term of the franchise bar.


Table of Contents

CHAPTER I

1.0 Definition of the problem…………………………………………………………….1
1.1 How does this idea born?.............................................................................................1
1.2 The niche……………………………………………………………………………..2
1.3 The Tasting culture in Mexico……………………………………………………….3
1.3.1 Tequila………………………………………………………………………...4
1.3.2 Mezcal………………………………………………………………………...5
1.3.3. Sotol…..…..…..…..…..…..…..…..…..…..…..…..…..…..…..…..…..…..…..6
1.4 Definition of the Problemv…..…..…..…..…..…..…..…..…..…..…..…..…..……….7
1.4.1 Stereotypes…..…..…..…..…..…..…..…..…..…..…..…..…..…..…..…..……7
1.4.2 Pairing spirits…..…..…..…..…..…..…..…..…..…..…..…..…..…..…..……...9
1.5 Lack of promotion and knowledge…..…..…..…..…..…..…..…..…..…..…..……...10
1.5.1 People’s knowledge…..…..…..…..…..…..…..…..…..…..…..…..…..……...10
1.5.2 Lack of promotion…..…..…..…..…..…..…..…..…..…..…..…..…..…..…...11
1.6 Oligopolies…..…..…..…..…..…..…..…..…..…..…..…..…..…..…..…..…..……...12
1.7 Mexican spirits low degree of competition as mixers for drinks and cocktails…….13
1.8 What are we pretending to solve with our business proposal? …..…..…..…..……..14
1.9 Why open the bar? Why now? How to add value for the costumers? …..…..……...15

CHAPTER II

2.0 Strategies to join the market…..…..…..…..…..…..…..…..…..…..…..…..…..…….17
2.1 Blue ocean strategy…..…..…..…..…..…..…..…..…..…..…..…..…..…..…..…..….18
2.1.1 The Paradox of strategy…..…..…..…..…..…..…..…..…..…..…..…..……...19
2.1.2 Toward Blue Ocean Strategy…..…..…..…..…..…..…..…..…..…..…..…….20
2.1.3 The Defining Characteristics…..…..…..…..…..…..…..…..…..…..…..…….20
2.1.4 Barriers to Imitation…..…..…..…..…..…..…..…..…..…..…..…..…..…......21
2.2 The Core Competence of the Corporation…..…..…..…..…..…..…..…..…..…..…..22
2.2.1 Identifying Core Competencies – And Losing Them…..…..…..…..…..……22
2.2.2 From core competencies to core products…..…..…..…..…..…..…..…..…...24
2.3.0 What is Strategy? …..…..…..…..…..…..…..…..…..…..…..…..…..…..…..……..25
2.3.1 Operational Effectiveness: Necessary but Not Sufficient…..…..…..…..…...25
2.3.2 Strategy rests on unique activities…..…..…..…..…..…..…..…..…..…..…...26
2.3.3 The origins of strategic positions…..…..…..…..…..…..…..…..…..…..…….26
2.3.4 A sustainable strategic requires trade position requires trade-offs…..………28
2.3.5 Fit drives both competitive advantage and sustainability…..…..…..………..30
2.3.5.1 Types of Fit…..…..…..…..…..…..…..…..…..…..…..…..…..……….31
2.3.5.2 Fit and sustainability…..…..…..…..…..…..…..…..…..…..………….33
2.3.6 Rediscovering Strategy…..…..…..…..…..…..…..…..…..…..…..…..…..…..35
2.4 Pareto Principle: How to use it to dramatically grow your business…..…..…..……37
2.5 Michael Porter’s Five Forces Framework…..…..…..…..…..…..…..…..…..………39
2.5.1 Threat of entry…..…..…..…..…..…..…..…..…..…..…..…..…..…..…..…...41
2.5.2 The power of suppliers…..…..…..…..…..…..…..…..…..…..…..…..…..…..44
2.5.3 The power of buyers…..…..…..…..…..…..…..…..…..…..…..…..…………45
2.5.4 The threat of substitutes…..…..…..…..…..…..…..…..…..…..…..…..……...46
2.5.5 Rivalry among existing competitors…..…..…..…..…..…..…..…..…..……..47
2.6 Competing on Resources…..…..…..…..…..…..…..…..…..…..…..…..…..………..49
2.6.1 Competitively Valuable Resources…..…..…..…..…..…..…..…..…..……...51
2.6.2 Strategic Implications…..…..…..…..…..…..…..…..…..…..…..…..…..……55
2.6.2.1 Investing in resources…..…..…..…..…..…..…..…..…..…..…..…….56
2.6.2.2 Leveraging resources…..…..…..…..…..…..…..…..…..…..…..……..57
2.7 SWOT Analysis…..…..…..…..…..…..…..…..…..…..…..…..…..…..…..……59
2.7.1 Matching and converting…..…..…..…..…..…..…..…..…..…..…..…...61
2.7.2 Internal and External factors…..…..…..…..…..…..…..…..…..…..……61
2.7.3 Strategy building…..…..…..…..…..…..…..…..…..…..…..…..…..…...62
2.8 Strategy Diamond…..…..…..…..…..…..…..…..…..…..…..…..…..…..…..……….63
2.8.1 The Five Major Elements of Strategy…..…..…..…..…..…..…..…..…..…...64

CHAPTER III
3.0 Application of the Strategy &; Key Success Factors…..…..…..…..…..…..…..…….67
3.1 Blue ocean strategy…..…..…..…..…..…..…..…..…..…..…..…..…..…..…..…..….67
3.2 The core competence of the corporation…..…..…..…..…..…..…..…..…..…..…....70
3.3 What is strategy? …..…..…..…..…..…..…..…..…..…..…..…..…..…..…..……….71
3.4 Competing on resources…..…..…..…..…..…..…..…..…..…..…..…..…..…..…….78
3.5 SWOT analysis…..…..…..…..…..…..…..…..…..…..…..…..…..…..…..…..……...82
3.6 The strategy diamond…..…..…..…..…..…..…..…..…..…..…..…..…..…..…..…...83
3.7 Michael Porter’s five forces framework…..…..…..…..…..…..…..…..…..…..…….84



CHAPTER IV

4.0 Executive summary…..…..…..…..…..…..…..…..…..…..…..…..…..…..…..……..97
4.1 Objectives…..…..…..…..…..…..…..…..…..…..…..…..…..…..…..…..…..…..…...99
4.2 Mission…..…..…..…..…..…..…..…..…..…..…..…..…..…..…..…..…..…..…….100
4.3 Keys to Success…..…..…..…..…..…..…..…..…..…..…..…..…..…..…..………..101
4.4 Introduction and background of the enterprise…..…..…..…..…..…..…..………...104
4.4.1 The name TEMEZCAL…..…..…..…..…..…..…..…..…..…..…..…..…..……...105
4.4.2 The concept TEMEZCAL…..…..…..…..…..…..…..…..…..…..…..…..…..…...107
4.5 Locations…..…..…..…..…..…..…..…..…..…..…..…..…..…..…..…..…..………110
4.6 Company Ownership…..…..…..…..…..…..…..…..…..…..…..…..…..…..…..…..111
4.7 Start-up Summary…..…..…..…..…..…..…..…..…..…..…..…..…..…..…..……...112
4.7.1 Franchise and register expenses…..…..…..…..…..…..…..…..…..………..113
4.7.1.1 First branch costs…..…..…..…..…..…..…..…..…..…..…..………..113
4.7.2 Company Locations and facilities…..…..…..…..…..…..…..…..…….114
4.7.2.1 Locations by city and State…..…..…..…..…..…..…..…..…..…..….115
4.8 Products and Services…..…..…..…..…..…..…..…..…..…..…..…..…..………….118
4.8.1 Service descriptio…..…..…..…..…..…..…..…..…..…..…..…..…..………119
4.9 Market Analysis…..…..…..…..…..…..…..…..…..…..…..…..…..…..…..…..…....128
4.9.1 Mexico’s entrepreneurship and franchise environment…..…..…..…..…….128
4.9.2 The franchise…..…..…..…..…..…..…..…..…..…..…..…..…..…..…..…...129
4.9.2.1 The franchise model in Mexico…..…..…..…..…..…..…..…..……..131
4.9.2.2 The franchise in numbers for the Mexican market…..…..…..…..….132
4.9.2.3 Franchising in Mexico 1999-2007…..…..…..…..…..…..…..………133
4.9.2.4 Environment for the Franchises in Mexico…..…..…..…..…..…..…140
4.9.3 Competitive Comparison and main competitors…..…..…..…..…..…..…...141
4.9.3.1 Restaurant-Bars…..…..…..…..…..…..…..…..…..…..…..…..……..142
4.9.3.2 Mezcaleria…..…..…..…..…..…..…..…..…..…..…..…..…..………144
4.9.3.3 Bars in general…..…..…..…..…..…..…..…..…..…..…..…………..145
4.9.3.4 Other similar concepts outside of Mexico…..…..…..…..…..………146
4.10 Marketing Plan…..…..…..…..…..…..…..…..…..…..…..…..…..…..…..….148
4.10.1 Target customers…..…..…..…..…..…..…..…..…..…..…..…..…..…149
4.10.2 Location…..…..…..…..…..…..…..…..…..…..…..…..…..…..…..….152
4.10.3 Opening……………………………………………………………...153
4.10.4 Public relations………………………………………………………153
4.10.5 The customization……………………………………………………154
4.10.6 Website………………………………………………………………154
4.10.7 Promotions………………………………………………...…………155
4.10.7.1 Promotions that already exist in the market………………….155
4.10.8 Pricing Strategy……………………………………………………...157
4.10.9 Corporate Social Responsibility……………………………………..158
4.11 Financial Capital Plan……………………………………………………….159
4.12 Exit strategy…………………………………………………………………176

CHAPTER V
5.0 Conclusion……………………………………………..…………………………..178
References……………………………………………………………………………..182


Blue Ocean Strategy
W. Chan Kim and Renee Mauborgne
Harvard Business Review, October 2004

The Core Competence of the Corporation
C.K. Prahalad and Gary Hamel
Harvard Business Review, May-June 1990

What is Strategy?
Michael E. Porter
Harvard Business Review, November-December 1996

Competing on Resources
David J. Collis and Cynthia Montgomery
Harvard Business Review, July- August 2008

The Five Competitive Forces that Shape Strategy
Michael E. Porter
Harvard Business Review, January 2008

Definition of franchise
Raab &; Matusky , 2006 , p.35

Mexico in the Hospitality Industry
Hotel Investor Sentiment Survey (Latin America), Jones Lang LaSalle, May 20

Franchise and brand definitions
http://dspace.ubu.es:8080/trabajosacademicos/bitstream/10259.1/77/1/Ayup_Gonz%C3%A1lez.pdf

Franchises overlook for 2014
http://www.soyentrepreneur.com/26234-panorama-de-las-franquicias-2014.html

General procedure for the creation and register of a franchise
http://franquiciasdemexico.org/preguntas-frecuentes/

Funding for franchises
http://franquiciasdemexico.org/financiamiento.html

Franchise terms and definitions
http://www.soyentrepreneur.com/25345-vocabulario-de-franquicias.html

10 reasons to buy a franchise
http://www.soyentrepreneur.com/21865-10-razones-para-comprar-una-franquicia.html

Overlook of the franchise industry 2010
http://internacional.ivace.es/estudios/informacion_paises_red_exterior_ivex.html?country=mx§or=

Best franchises 2008
http://www.cnnexpansion.com/emprendedores/2008/03/03/franquicias-al-horn

Hospitality Industry - Global view
http://www.ey.com/Publication/vwLUAssets/EY_-_Global_hospitality_insights_2014/$FILE/EY-Global-hospitality-insights-2014.pdf

Mexico’s Overview WBG World Bank Group
http://www.worldbank.org/en/country/mexico/overview#1

SWOT analysis
http://en.wikipedia.org/wiki/SWOT_analysis

Tequila
http://en.wikipedia.org/wiki/Tequila

Mezcal
http://en.wikipedia.org/wiki/Mezcal

Sotol
http://en.wikipedia.org/wiki/Sotol
Business in Mexico, environment and lifetime
http://www.gestiopolis.com/canales5/emp/ochentapy.htm

Interview with Emilio Ferreira
http://www.youtube.com/watch?v=D6tz7Sfbx5A

Converting your friends into tequila lovers video
http://www.youtube.com/watch?v=mVFmoBSOYCs

El buho, Tequila store in Mexico
http://www.tequilaselbuho.com/ga-leria/el-negocio/

Tequila exports to China
http://www.sre.gob.mx/en/index.php/archived-press-releases/2101-100-percent-agave-tequila-arrives-in-china

Import rates for Tequila in Taiwan
http://www.economia.gob.mx/eventos-noticias/sala-de-prensa/comunicados/5760-inicia-taiwan-reduccion-de-arancel-al-tequila-y-mezcal-mexicano

Tequila tasting in Mexico
http://www.academiadeltequila.com.mx/catas.html
http://www.gdltours.com/Catado.Tequila/

Interview with Jose Torres, Tequila sommelier
http://notesubasalabarra.com/2013/05/jose-torres-hay-que-perderle-el-miedo-al-tequila-y-eso-se-consigue-educando-al-consumidor/

Tasting Mezcal in Mexico
http://www.timeoutmexico.mx/df/comer-y-beber/cata-de-mezcal
http://www.dondeir.com/bares-y-antros/conviertete-en-un-mezcolatra/

Tequila and Mezcal tasting is more appreciated in USA and Japan than in Mexico
http://www.restaurantesdemexico.com.mx/312/Vinos_y_Bebidas_Mezcal__Sabores__Olores_Y_Mas_.html

Vodka properties
http://es.wikipedia.org/wiki/Vodka

Regulatory Council of Mezcal
http://www.crm.org.mx/PDF/PROCESO_CERTIFICACION.pdf

Friends of Mezcal Association
http://www.amigosdelmezcal.mx/festival-dardo.php?dest=festival

Regulatory Council of Sotol
http://www.omnia.com.mx/noticias/se-reune-se-con-el-consejo-mexicano-del-sotol/

10 facts you didn’t know about tequila
http://www2.esmas.com/mujer/dietas-y-ejercicios/alimento-de-hoy/496923/tequila-datos-curiosos-cosas-no-sabes-agave-mexico-cruda-resaca-buen-coctel-jalisco-historia/

Five reasons Tequila is good (Forbes)
http://www.forbes.com/sites/andrewbender/2013/05/03/five-ways-tequila-is-good-for-you/

Temazcal
http://en.wikipedia.org/wiki/Temazcal

Prices for brand register
http://www.impi.gob.mx/marcas/Paginas/TarifasMarcasAvisosNombres.aspx

Budget for franchising in Mexico (CNN Expansion group)
http://www.cnnexpansion.com/emprendedores/2008/08/07/10-franquicias-mas-caras-y-baratas

Figures for the Franchise industry
http://eleconomista.com.mx/finanzas-personales/2012/03/10/invertir-franquicia-mas-seguro


5 types of Mezcal
http://www.foodrepublic.com/2013/03/28/get-know-5-types-mezcal
Stand up bars in Poland
http://www.inyourpocket.com/poland/sopot/bars-pubs-clubs/Polish-Snacks-and-Shots

Tequila bars in USA and Canada
http://www.altonivel.com.mx/18535-los-mejores-bares-de-tequila-alrededor-del-mundo.html

Restaurant Pancho’s in Cabo San Lucas
http://www.panchos.com/p-rest.htm

Strategy Diamond
http://sourcesofinsight.com/strategy-diamond/

Exit strategies
http://smallbusiness.chron.com/examples-business-plan-exit-strategy-11010.html
http://smallbusiness.chron.com/examples-business-exit-strategies-69.html

Alsea Group (Franchise leading firm in Mexico)
http://www.alsea.net/

Definition of master franchise
http://en.wikipedia.org/wiki/Master_franchise


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