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題名 開設加勒比海住宿加早餐酒店的商業企畫書
Fresh breath xcape bed and breakfast caribbean retreat
作者 歐陽瑄
Ollivierre, Ayesha
貢獻者 何富年
Ho, Foo-Nin
歐陽瑄
Ollivierre, Ayesha
關鍵詞 行銷企劃
住宿加早餐酒店
國內生產總值
蘇弗里埃爾火山
貿易
Marketing plan
B&B
Gross domestic product
Soufriere Hill
Trade
日期 2018
上傳時間 3-七月-2018 17:28:53 (UTC+8)
摘要 This business plan illustrates opening a bed and breakfast operation in St. Lucia. The Fresh Breath Xcape will prioritize a decorous treatment service to the employees, focusing on developing their leadership and teamwork skills, enabling the possibilities to offer top ranking customer service.
As the rising globalization rate and declined economy, it is important to identify the proper components of a business plan for bed and breakfast operation. To summarize a successful operation model, finding the right market, customer segments and positioning its value proposition. This research will also highlight the revenue forecast and the growing lodging industry rate in St. Lucia. Tourism is the leading economic sector in Saint Lucia, contributing an estimated 13.8% of GDP and direct employment for approximately 20,000 employees. Saint Lucia is a leading tourism destination and decorated recipient of international awards and accolades for her natural beauty, luxury, and romance. It is the first largest export earner after the agriculture and manufacture services and rates third in the Caribbean for increased visitor numbers and visitor spends. The industry has been emerging and flourishing. The Bed and Breakfast accommodation has become a true symbol for tourism in St. Lucia and can be considered as a typical lodging for this part of the world. There are countless bed and breakfast across the Caribbean region offering housing from inexpensive rooms to luxury stay with high levels of comfort and first class service.
參考文獻 Bank, T. W. (2018, January 09). St. Lucia Economy. Retrieved from The World Bank: https://globaledge.msu.edu/countries/saint-lucia/economy/#source_1
Buchanan, R. D., & Espeseth, R. D. (1991). Retrieved from Developing a bed & breakfast business plan ([rev.ed.]).: https://trove.nla.gov.au/work/10182236
CTO, C. T. (2018, January). Tourism Statistics for the Caribbean. Retrieved from St. Lucia`s Stayover Arrivals: http://caribbean.cepal.org/content/tourism-statistics-caribbean
Economics, T. (2018, January 10). St. Lucia GDP Forecast. Retrieved from Trading Economics: https://tradingeconomics.com/St. Lucia/GDP/forecast
IMF, I. M. (2018, January 09). S.Lucia and the International Monetary Fund. Retrieved from Country`s Data: http://www.imf.org/en/Countries/LCA#countrydata
IndexMundi. (2018, January 09). Retrieved from St. Lucia GDP - Composition by Sector: https://www.indexmundi.com/saint_lucia/gdp_composition_by_sector.html
Kerin, R. A., & Peterson, R. A. (2013). "Product and Service Strategy and Brand Management". In "Strategic Marketing Problems: Cases and Comments" "Marketing Mix" 13th Edition International (pp. pp. 147-293). U.S: Pearson Education.
Scholes, K., & Johnson, G. (2008). "Competitive Forces- Five Forces Framework". In The Environment. In Exploring Corporate Strategy 8th edition (pp. pp.59-64). Pennsylvania: Financial Times Prentice Hall.
Small Business BC. (2018, January). Retrieved from Service Business Plan Ideas - May 2000: https://smallbusinessbc.ca/
WTTC. (2018, January 10). St. Lucia Travel and Tourism Economic Impact . Retrieved from World Travel and Tourism Council: https://www.wttc.org/-/media/files/reports/economic-impact-research/countries-2017/stlucia2017.pdf
描述 碩士
國立政治大學
國際經營管理英語碩士學位學程(IMBA)
105933053
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0105933053
資料類型 thesis
dc.contributor.advisor 何富年zh_TW
dc.contributor.advisor Ho, Foo-Ninen_US
dc.contributor.author (作者) 歐陽瑄zh_TW
dc.contributor.author (作者) Ollivierre, Ayeshaen_US
dc.creator (作者) 歐陽瑄zh_TW
dc.creator (作者) Ollivierre, Ayeshaen_US
dc.date (日期) 2018en_US
dc.date.accessioned 3-七月-2018 17:28:53 (UTC+8)-
dc.date.available 3-七月-2018 17:28:53 (UTC+8)-
dc.date.issued (上傳時間) 3-七月-2018 17:28:53 (UTC+8)-
dc.identifier (其他 識別碼) G0105933053en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/118258-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 國際經營管理英語碩士學位學程(IMBA)zh_TW
dc.description (描述) 105933053zh_TW
dc.description.abstract (摘要) This business plan illustrates opening a bed and breakfast operation in St. Lucia. The Fresh Breath Xcape will prioritize a decorous treatment service to the employees, focusing on developing their leadership and teamwork skills, enabling the possibilities to offer top ranking customer service.
As the rising globalization rate and declined economy, it is important to identify the proper components of a business plan for bed and breakfast operation. To summarize a successful operation model, finding the right market, customer segments and positioning its value proposition. This research will also highlight the revenue forecast and the growing lodging industry rate in St. Lucia. Tourism is the leading economic sector in Saint Lucia, contributing an estimated 13.8% of GDP and direct employment for approximately 20,000 employees. Saint Lucia is a leading tourism destination and decorated recipient of international awards and accolades for her natural beauty, luxury, and romance. It is the first largest export earner after the agriculture and manufacture services and rates third in the Caribbean for increased visitor numbers and visitor spends. The industry has been emerging and flourishing. The Bed and Breakfast accommodation has become a true symbol for tourism in St. Lucia and can be considered as a typical lodging for this part of the world. There are countless bed and breakfast across the Caribbean region offering housing from inexpensive rooms to luxury stay with high levels of comfort and first class service.		en_US
dc.description.tableofcontents Acknowledgements i
Abstract ii
1. Executive Summary 1-2
2.Company Summary 3
2.1. Our Mission 3
2.2. Our Vision 3
2.3. Objectives 4
2.4. Keys to success 4
3. Company Ownership 5
3.1. Start-up Summary 5-7
4. Industry 8
4.1. St. Lucia’s Economic Overview 8-10
4.2. Travel Trends 10-11
4.3. Size of Industry 11
5. Service Business Analysis 12
5.1. Customer Segments 12
5.2. Channels 13
5.3. Customer Relationship 13
5.4. Value Propositions 14
5.5. Key Activities 14
5.6. Key Resources 15
5.7. Key Partners 15
5.8. Cost Structure 15-16
5.9. Revenue Streams 16
6. Market Analysis Summary 17
6.1. Market Segmentation 17-18
6.2. Target Market Segment Strategy 18-19
6.3. Marketing Strategy 19-20
6.4. Market Needs 20
6.5. Competitions and Buying Patterns 21-22

7. Strategic and Implementation Summary 23
7.1. SWOT Analysis 23
7.2.Sales Strategy 24
7.3. Sales Forecast 25-27
8. Milestone 28-29

9. Web Plan Summary 30
9.1. Website Marketing Strategy 30
10. Competitor Analysis 31
10.1. Competitors 31
10.2. Competitive Edge 31-32
10.3. Positioning 32

11. Marketing Mix Strategy 33
11.1. Pricing 33
11.2. Place and Distribution 34
11.3. Advertising and Promotion 34-36
11.4. Customer Service 36
12. Risks 37
12.1. Threats of New Entrants 37
12.2. Rivalry Among Existing Competitors 38
12.3. Bargaining Power of Buyers 38
12.4. Bargaining Power of Supplier 39
12.5. Threats of Substitute Services 39
13. Management Summary 40
13.1. Personnel Plan 40-41
14. Financial Forecast 42
14.1. Projected Revenue Income 42
14.2. Projected Income Statement 43
14.3. Projected Cash Flow Statement 44
14.4. Projected Balance Sheet 45
14.5. Break-Even Analysis 46
14.6. Conclusion 47
References 48-49
Appendix 50-54		zh_TW
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0105933053en_US
dc.subject (關鍵詞) 行銷企劃zh_TW
dc.subject (關鍵詞) 住宿加早餐酒店zh_TW
dc.subject (關鍵詞) 國內生產總值zh_TW
dc.subject (關鍵詞) 蘇弗里埃爾火山zh_TW
dc.subject (關鍵詞) 貿易zh_TW
dc.subject (關鍵詞) Marketing planen_US
dc.subject (關鍵詞) B&Ben_US
dc.subject (關鍵詞) Gross domestic producten_US
dc.subject (關鍵詞) Soufriere Hillen_US
dc.subject (關鍵詞) Tradeen_US
dc.title (題名) 開設加勒比海住宿加早餐酒店的商業企畫書zh_TW
dc.title (題名) Fresh breath xcape bed and breakfast caribbean retreaten_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) Bank, T. W. (2018, January 09). St. Lucia Economy. Retrieved from The World Bank: https://globaledge.msu.edu/countries/saint-lucia/economy/#source_1
Buchanan, R. D., & Espeseth, R. D. (1991). Retrieved from Developing a bed & breakfast business plan ([rev.ed.]).: https://trove.nla.gov.au/work/10182236
CTO, C. T. (2018, January). Tourism Statistics for the Caribbean. Retrieved from St. Lucia`s Stayover Arrivals: http://caribbean.cepal.org/content/tourism-statistics-caribbean
Economics, T. (2018, January 10). St. Lucia GDP Forecast. Retrieved from Trading Economics: https://tradingeconomics.com/St. Lucia/GDP/forecast
IMF, I. M. (2018, January 09). S.Lucia and the International Monetary Fund. Retrieved from Country`s Data: http://www.imf.org/en/Countries/LCA#countrydata
IndexMundi. (2018, January 09). Retrieved from St. Lucia GDP - Composition by Sector: https://www.indexmundi.com/saint_lucia/gdp_composition_by_sector.html
Kerin, R. A., & Peterson, R. A. (2013). "Product and Service Strategy and Brand Management". In "Strategic Marketing Problems: Cases and Comments" "Marketing Mix" 13th Edition International (pp. pp. 147-293). U.S: Pearson Education.
Scholes, K., & Johnson, G. (2008). "Competitive Forces- Five Forces Framework". In The Environment. In Exploring Corporate Strategy 8th edition (pp. pp.59-64). Pennsylvania: Financial Times Prentice Hall.
Small Business BC. (2018, January). Retrieved from Service Business Plan Ideas - May 2000: https://smallbusinessbc.ca/
WTTC. (2018, January 10). St. Lucia Travel and Tourism Economic Impact . Retrieved from World Travel and Tourism Council: https://www.wttc.org/-/media/files/reports/economic-impact-research/countries-2017/stlucia2017.pdf		zh_TW
dc.identifier.doi (DOI) 10.6814/THE.NCCU.IMBA.004.2018.F08-