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研究生:何子喬
研究生(外文):Chamorro, Hurshell
論文名稱:Hola文化咖啡館
論文名稱(外文):Hola Café & Culture
指導教授:吳文傑吳文傑引用關係
指導教授(外文):Wu, Jack
學位類別:碩士
校院名稱:國立政治大學
系所名稱:國際經營管理英語碩士學位學程(IMBA)
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
畢業學年度:105
語文別:英文
論文頁數:57
中文關鍵詞:Hola文化咖啡館
外文關鍵詞:HolaCultureCafé
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Hola Café & Culture is more than a regular Café, is an innovative concept mixing attractiveness of High quality coffee from Central America region and the new positive acceptance and influence of Latina American Culture in Taiwan. The main differentiator is exclusive traditional products, live music performance from Latin American artist and high-quality coffee all in one originally decoration that reminds the customer the best of Latin American culture.
Our products include coffee beverages and beans, desserts, other beverages (Pinolillo & Rum Flor de Caña), 100% genuine leather bags and belts, handmade Nicaraguan ceramics. Our Café have a small stage with a projector and Karaoke with full surround system that can be rent as part of our services. The Café is located near Huashan Creative Park area a well center and highly traffic zone. Our targeted customers are young Taiwanese population from Taipei and Latin American residents and visitors.
Hola Café & Culture will be part of a 2-person’s ownership with a total investment of $ 100,000, 23% belongs to expenses and 55% is Cash required for operation. The management will be assumed by one of the owners and will count with a staff of one full time barista and one part-time server. The sales volume is very conservative for the first year; coffee beverages will increase in 15% for year 2 and 3 and normalize by the rest of the 5 years. The rest of the products will experience a slow but solid increase.
The Café will reach net profit from year 1 for a total of U$ 165 thousand in 5 years.
1. Executive Summary: 1
1.1. Mission: 3
1.2. Objectives 3
1.3. Key to Success: 3
2. Company Summary: 4
2.1. Start- Up Summary: 4
2.2. Company Locations and Facilities: 6
3. BUSINESS MODEL CANVAS: 8
3.1. Value Proposition 8
3.2. Customer Segment 10
3.3. Channels 10
3.4. Customer Relationship 11
3.5. Revenue Streams 12
3.6. Key Partners 13
3.7. Key Activities: 14
3.8. Key Resources: 15
3.9. Cost Structure 16
4. Industry Overview: 18
4.1. International Price: 18
4.2. World Supply: 19
4.3. World Demand: 20
4.4. Balance: World Market Equilibrium: 24
5. Market Analysis Summary: 25
5.1. Taiwan Coffee Consumption: 25
5.2. The Latin America influence in Taiwan: 27
5.3. Market Segmentation: 29
5.4. Target Market Selection: 35
6. SWOT Analysis: 37
7. Porters Five Forces Model:Competetion: 39
8. Strategy and Implementation Summary: 42
8.1. Pricing Strategy: 42
8.2. Promotion: 44
8.3. Sales Forecast: 45
8.4. Management Summary: 46
8.5. Personnel Plan: 47
9. Financial Plan: 47
9.1. Important Assumptions: 48
9.2. Projected profit & Loss: 48
9.3. Projected Cash Flow: 49
9.4. Expected Balance Sheet: 50
9.5. Project Evaluation: 51
10. Exit Strategy: 52
11. Appendix: 53
11.1. The Business Model Canvas of the “Hola Café & Culture” 53
11.2. Check our place: 54
11.3. Meet our products: 55
12. References: 56
¹http://www.tandfonline.com/doi/full/10.1080/08961530.2012.650142?src=recsys&
http://www.ico.org/documents/cy2016-17/annual-review-2015-16-e.pdf
http://www.cetrex.gob.ni/website/servicios/cafe/cosecha2012-2013/pais.html
(http://www.ico.org/news/icc-112-4e-consumption-asia.pdf)
https://eng.stat.gov.tw/mp.asp?mp=5
https://eng.stat.gov.tw/public/data/dgbas03/bs2/yearbook_eng/y003.pdf
http://www.euromonitor.com/rtd-coffee-in-taiwan/report
http://focustaiwan.tw/news/aeco/201610100011.aspx
http://www.saveur.com/best-coffee-cafes-taipei
http://www.taipeitrends.com.tw/a-coffee-a-day-our-5-favorite-cafes-in-taipei/
https://www.forbes.com/sites/quora/2012/12/20/whats-the-secret-to-a-successful-coffee-shop/#56ef600713c3
The_impact_of_western_culture_adoration_on_the_cof.pdf
http://www.chinapost.com.tw/taiwan/national/national-news/2017/02/16/491697/caribbean-latin.htm
http://www.mofa.gov.tw/
https://www.nytimes.com/2017/01/13/world/americas/taiwan-president-tsai-central-america-china.html?_r=0
https://fundacionlatinaentaiwan.wordpress.com/2016/11/24/about-foundation-for-the-latin-american-residents-in-taiwan/

Taiwan Statistical Data Book- 2016. (National Development Council)
https://www.statista.com/statistics/306915/countries-with-the-largest-number-of-starbucks-stores-worldwide/
(Lin and Roberts 2008Lin, E. Y. and Roberts, M. 2008. Global brands without ads? Starbucks in Taipei: Insights in high level customer satisfaction. Journal of Advertising & Public Relations, 28: 87–112.
https://estudiandoagriculturaentaiwan.blogspot.tw/2012/03/el-cafeuna-bebida-de-conveniencia-en.html

http://noticias.nat.gov.tw/news.php?unit=102&post=106361
https://www.immigration.gov.tw/lp.asp?ctNode=29986&CtUnit=16677&BaseDSD=7&mp=2
http://www.merconcoffeegroup.com/about-us/
http://hungryintaipei.blogspot.tw/2017/05/dessertsamerican-i-strongly-recommend.html
http://www.laprensa.com.ni/2017/04/09/economia/2211071-cafe-nicaraguense-entra-la-reserva-starbucks
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