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研究生:陸凱
研究生(外文):Luzik, Baptiste
論文名稱(外文):Business Plan for the development of a wine and beer bar in Tainan city
指導教授:CHANG CHIH-HAO
口試委員:WANG,KAI / CHANG,YO-YU
口試日期:2018-01-10
學位類別:碩士
校院名稱:南臺科技大學
系所名稱:商管專業學院
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
論文出版年:2018
畢業學年度:106
語文別:英文
論文頁數:115
外文關鍵詞:Business Plan, Market analysis, Management, Marketing, Finance, Beer market, Wine Market, Taiwan
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這份論文對我來說不僅僅是份挑戰,更代表一個年輕人的熱血夢想,一個學以致 用的商業計畫,因此我將這份論文視為未來創業的指引。藉由這份論文,我將和 各位分享在我的夢想藍圖裡,我如何以台灣及法國產品,建立一個高產值的公司。
這份計畫並非僅以營利為目的,它更將是一座銜接法國及台灣的橋樑,一個文化 交流、分享的管道,也是我的熱情所在,我未來的真實目標。 身為一個在台灣就讀 GMBA 雙聯學位的碩士生,在台灣的這一年裡,我對這塊友 善的土地建立起深厚的感情,因此希望能為台灣及法國,這兩個我所鍾愛的國家 有所貢獻,並將我對這兩個國家飲食及飲酒文化的熱情付諸實行。 這份熱情催生了我在台南開一間 Wine & Beer Bar 的構想。為了實踐這份構想,並 將之落實為可實行的商業計畫,我做了縝密的研究、親身走訪台灣酒吧,跟酒吧 業者取經,更諮詢教授對經營及管理的專業意見。
這份計劃的最終目的是透過整合市場趨勢、管理及經濟等多方資料,藉由數據及 親身研究,完成一個高產值的開業計畫。讓一切不僅僅是紙上談兵,更將在未來 成為一個真正可執行、可獲利的公司
This thesis has one clear objective, to combine the accumulated knowledge learned during my studies to build a successful business able to create value, here in Taiwan.
The opportunity to be a student member of the double master program between France and Taiwan has stimulated my will to work in Taiwan in the future, open my own business to work for myself, and link those two countries. It’s a student challenge and a young man dream, the plan to establish a valuable company relying on concepts and ideas received during my student formation, with French and Taiwanese products, in the Formose island, a country in which I feel now deeply linked. This Business Plan isn’t just about money, it’s also a bridge between France and Taiwan, it’s a project to share and exchange culture, it’s a plan for my future, it’s an idea coming from a passion for high quality products and a guideline for my wish to be a future entrepreneur.
From these feelings, has emerged the idea to open a Wine & Beer Bar in Tainan city. This motivation comes from one reason, which is my perception of Taiwanese beer and wine environment.
To convert this dream into a real valuable company, I’m conducting a qualitative research. I am going to build my research on a solid literature review, analyzing and describing each successful keys of a business plan to open and manage an efficient company. I will also collect data from several interviews from professionals working in a similar environment to build an operational strategy in terms of marketing, and to conduct a viable financial analysis. The final purpose of the study is to gather the marketing, management and financial keys of success, relying on a substantial market analysis to make this project become a functional company able to create value.

Keywords: Business Plan, Market Analysis, Marketing, Management, Finance, Beer market, Wine market
Table of contents
1. Chapter 1: Introduction......................................................................................... 1
1.1 Background......................................................................................................1
2. Chapter 2: Literature Review................................................................................ 2
2.1 Business plan basics........................................................................................ 2
2.1.1 Business plan definition...................................................................... 2
2.1.2 Business plan dimensions.................................................................... 2
2.2 Business plan basis.......................................................................................... 3
2.2.1 Market analysis................................................................................... 3
2.3 Business plan sections..................................................................................... 7
2.3.1 Executive summary............................................................................. 7
2.3.2 Company information......................................................................... 8
2.3.3 Marketing plan.................................................................................... 8
2.3.4 Organizational plan........................................................................... 11
2.3.5 Financial plan.................................................................................... 11
2.4 Literature review output: personal framework.............................................. 13
2.4.1 Summary........................................................................................... 13
2.4.2 Framework........................................................................................ 13
2.5 Theoretical Background for Entrepreneurship.............................................. 15
2.5.1 Connection with the Business Plan.................................................. 15
2.5.2 Entrepreneurship as a key concept for business................................ 15
3. Chapter 3: Methodology.................................................................................... 19
3.1 Market Analysis............................................................................................ 19
3.2 Interviews...................................................................................................... 21
4. Chapter 4: Market analysis.................................................................................. 22
4.1 PESTE analysis............................................................................................. 22
4.1.1 Political............................................................................................. 22
4.1.2 Economical....................................................................................... 24
4.1.3 Social................................................................................................ 27
4.1.4 Environmental................................................................................... 29
4.1.5 Technological.................................................................................... 32
4.2 Porter’s 5 forces............................................................................................. 33
4.2.1 Bargaining power of suppliers........................................................... 33
4.2.2 Bargaining power of buyers.............................................................. 34
4.2.3 Threat of substitutes.......................................................................... 35
4.2.4 Threat of new entrants....................................................................... 36
4.2.5 Competition between bars................................................................. 37
4.3 STP analysis.................................................................................................. 38
4.3.1 Segmentation.................................................................................... 38
4.3.2 Targeting........................................................................................... 41
4.3.3 Positioning........................................................................................ 42
4.4 Connection with the Business Plan............................................................... 43
4.4.1 Global output..................................................................................... 43
5. Chapter 5: “The WB Factory” Business Plan...................................................... 45
5.1 Executive summary....................................................................................... 45
5.1.1 Basic Information.............................................................................. 45
5.1.2 Business objectives........................................................................... 45
5.1.3 Mission statement............................................................................. 46
5.1.4 Keys to success.................................................................................. 46
5.2 Company description.................................................................................... 47
5.2.1 Ownership......................................................................................... 48
5.2.2 Legal form......................................................................................... 48
5.2.3 Start-up summary.............................................................................. 48
5.2.4 Product.............................................................................................. 49
5.2.5 Service.............................................................................................. 51
5.2.6 Inventory management...................................................................... 52
5.2.7 Location and facilities ...................................................................... 52
5.2.8 Company future core value................................................................ 55
5.3 Marketing plan.............................................................................................. 55
5.3.1 SWOT analysis................................................................................. 55
5.3.2 Strategy pyramid............................................................................... 57
5.3.3 Unique Selling Proposition............................................................... 57
5.3.4 Price policy....................................................................................... 58
5.3.5 Promotional plan............................................................................... 58
5.3.6 Web strategy...................................................................................... 59
5.3.7 Sales strategy..................................................................................... 60
5.4 Management Plan.......................................................................................... 61
5.4.1 Organizational structure.................................................................... 61
5.4.2 Personnel plan................................................................................... 61
5.4.3 Project schedule 1.............................................................................. 64
5.4.4 Project Schedule 2............................................................................. 65
5.4.5 Management team............................................................................. 66
5.5 Financial plan................................................................................................ 67
5.5.1 Start-up capital.................................................................................. 68
5.5.2 Sources and Uses of capital............................................................... 70
5.5.3 Sales forecast..................................................................................... 71
5.5.4 Pro-Format Profit and Loss statement............................................... 75
5.5.5 Balance sheet..................................................................................... 78
6. Chapter 6: Conclusion....................................................................................... 80
References........................................................................................................... 81
Appendix............................................................................................................. 85
Appendix A – Interview#1.................................................................................. 85
Appendix B – Interview#2.................................................................................. 91
Appendix C – Interview#3.................................................................................. 98
Appendix D – Interview#4................................................................................ 102
Appendix E – Interview#5................................................................................. 107
Appendix F – Interview#6................................................................................. 113

List of tables
3.2 Interviews information board................................................................................... 21
4.1 Taiwan foreign direct investment............................................................................. 25
4.1 Country comparisons for the protection of investors............................................... 26
5.4 The WB Factory Personnel Plan.............................................................................. 63
5.4 First year project schedule table............................................................................... 64
5.4 Second year project schedule table........................................................................... 65
5.5 Start-up capital table................................................................................................. 69
5.5 Sources of capital table............................................................................................. 70
5.5 Average number of customers per day..................................................................... 73
5.5 The WB Factory sales projection............................................................................. 74
5.5 Utilities cost.............................................................................................................. 75
5.5 Depreciation on equipment, furniture and fixtures................................................... 75
5.5 Pro-format Profit and Loss statement....................................................................... 76
5.5 Projected Balance Sheet........................................................................................... 78

List of Figures
4.1 Taiwan real GDP growth and inflation rate.............................................................. 27
4.1 Taiwan high-impact patent world penetration rate................................................... 30
4.1 Taiwan concentration technology advantages.......................................................... 31
5.2 Opening hours of the WB Factory............................................................................ 54
5.2 Map location of the company – small scale............................................................. 54
5.2 Map location of the company – large scale.............................................................. 54
5.4 (1st Year) project schedule timeline.......................................................................... 64
5.4 (2nd Year) project schedule timeline......................................................................... 65
References

Tsung Hung Lee & Yun Shin Chang (2012): The influence of experiential marketing and activity involvement on the loyalty intentions of wine tourists in Taiwan, Leisure, Studies, 31:1, 103-121
Angela Mariani & Eugenio Pomarici & Vasco Boatto (2012): The international wine trade: recent trends and critical issues, 1:1, 24-40
Aquilani, B., Laureti, T., Poponi, S. and Secondi, L. (2014) Beer Choice and Consumption Determinants When Craft Beers Are Tasted: An Exploratory Study of Consumer Preferences. Food Quality and Preference, 41, 214-224
Sahlman, W. A. (1997). How to write a great business plan. Harvard business review, 75, 98-109.
Smith, Sylvia; Farrish, John; McCarroll, Matthew; and Huseman, Elizabeth (2017) "Examining the Craft Brew Industry: Identifying Research Needs," International Journal of Hospitality Beverage Management: Vol. 1: No. 1, Article 3
Robinson, Chris. "Asian culture: the marketing consequences." Journal of the Market Research Society, Jan. 1996, p. 55+. Academic OneFile, Accessed 27 Nov. 2017
Drucker, P. (1970), Entrepreneurship in Business Enterprise, Journal of Business Policy, Vol: 1.
Eroglu, O., & Picak, M. (2011). Entrepreneurship , National Culture and Turkey. International Journal of Business and Social Science, 2(16), 146–151.
Harrell, S. (1985). Why Do the Chinese Work So Hard?: Reflections on an Entrepreneurial Ethic. Modern China, 11(2), 203–226. https://doi.org/10.1177/009770048501100203
Hisrich, R.D. (1990) Entrepreneurship/Intrapreneurship. Am Psychol 45(2), 209–222
Hofstede G. (1984) Culture’s Consequences: International Differences in Work-Related Values. Sage, Thousand Oaks, CA

Liu, S. J. (1998). Industrial development and structural adaptation in Taiwan: Some issues learned entrepreneurship. IEEE Transactions on Engineering Management, 45(4), 338–348. https://doi.org/10.1109/17.728575
Nguyen, T. V., Bryant, S. E., Rose, J., Tseng, C.-H., & Kapasuwan, S. (2009). Cultural Values, Market Institutions, and Entrepreneurship Potential: a Comparative Study of the United States, Taiwan, and Vietnam. Journal of Developmental Entrepreneurship, 14(1), 21–37. https://doi.org/10.1142/S1084946709001120
Numazaki, I. (1997). The Laoban-led development of business enterprises in Taiwan: An analysis of the Chinese entrepreneurship. Developing Economies, 35(4), 440–457. https://doi.org/10.1111/j.1746-1049.1997.tb00856.x
Onuoha G., (2007) Entrepreneurship, AIST International Journal 10, 20-32.
Schumpeter, J. (1934), The Theory of Economic Development. Cambridge, MA: Harvard University Press.
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Weber M. (1956), The Protestant Ethic and the Spirit of Capitalism. Allen & Unwin, London


Internet sources

[1] https://topics.amcham.com.tw/2016/01/taiwan-wine-culture-for-health-for-love-forlife/
[2] http://smallbusiness.chron.com/run-beer-wine-bar-24116.html
[3] http://www.globalwinemeetings.com/resources/reportpdfs/20160105_Whitepaper_Taiwan_EN_final.pdf
[4] https://topics.amcham.com.tw/2017/01/craft-beer-taiwan-passion-not-fashion/
[5] http://www.startabusinessintaiwan.tw/
[6] https://www.export.gov/article?id=Taiwan-Wine-and-Spirits
[7] https://www.mindtools.com/pages/article/stp-model.htm
[8] https://blog.oxfordcollegeofmarketing.com/2016/06/30/pestel-analysis/
[9] http://faculty.bcitbusiness.ca/KevinW/4800/porter79.pdf
[10] https://www.entrepreneur.com/encyclopedia/competitive-analysis
[11] https://www.thebalance.com/swot-analysis-for-small-business-2951706
[12] https://www.entrepreneur.com/article/180042
[13] https://www.entrepreneur.com/encyclopedia/unique-selling-proposition-usp
[14] http://articles.bplans.com/the-key-elements-of-the-financial-plan/
[15] https://www.entrepreneur.com/encyclopedia/operating-expenses
[16] http://marketbusinessnews.com/financial-glossary/what-are-accounting-ratiosdefinition-and-meaning/
[17] http://www.investopedia.com/university/business-plan/business-plan6.asp
[18] http://www.mbaskool.com/business-concepts/marketing-and-strategy-terms/11681promotional-plan.html
[19] https://www.bizfilings.com/toolkit/research-topics/finance/business-ratios


84

[20] https://en.portal.santandertrade.com/analyse-markets/taiwan/economic-politicaloutline
[21] http://www.indexmundi.com/taiwan/gdp_composition_by_sector.html
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[23] https://www.focus-economics.com/countries/taiwan
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[28] https://tradingeconomics.com/taiwan/inflation-cpi
[29] https://www.ft.com/content/079abbed-1cf8-3211-ad79-e5c75ff75d8e
[30] https://www.brookings.edu/opinions/environmental-issues-facing-taiwan/
[31] http://www.narlabs.org.tw/en/news/news.php?news_id=573
[32] https://en.portal.santandertrade.com/analyse-markets/taiwan/economic-politicaloutline
[33] https://www.commisceo-global.com/country-guides/taiwan-guide
[34] http://www.indexmundi.com/taiwan/demographics_profile.html
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