學術產出-學位論文
| 題名 | 尼加拉瓜莊園咖啡出口公司 “Las colinas estates” coffee exporter company in nicaragua |
| 作者 | 安武彥 Espinoza, Alex |
| 貢獻者 | 蔡政憲 Tsai, Cheng-Shien 安武彥 Espinoza, Alex |
| 關鍵詞 | 精品咖啡 尼加拉瓜咖啡 咖啡出口 Jinotega 咖啡 Specialty coffee Nicaraguan coffee Coffee exports Jinotega coffee |
| 日期 | 2018 |
| 上傳時間 | 3-七月-2018 17:29:38 (UTC+8) |
| 摘要 | “Las Colinas Estates” is a high-quality coffee exporter family business that has its origin in the passion for coffee developed by its owners 30 years ago. Nowadays, taking advantage of the international market conditions, the family’s second generation is pursuing to change the business model from coffee producers to coffee exporter, targeting Taiwan as the first country to enter into levering on the Taiwanese market potential and the trade relationships between Nicaragua and Taiwan. “Las Colinas Estates” products are high-end coffee better known as specialty coffee. The coffee comes from two coffee estates located in the most famous coffee producing region in Nicaragua. However, “Las Colinas Estates” offer goes beyond the high-quality of its products; it also sell the story and mystique that is behind each coffee lot, the innovative practices performed in the farming activities and the social and environmental responsibility in place throughout the production process. Producing and exporting specialty coffee is the best way to enter in a sophisticated market such as Taiwan. Twelve specialty coffee importers were identified as the target customers. To ensure the success of the business idea, “Las Colinas Estates” must build strong relationships with its coffee buyers and roaster and its positioning aims to be recognized as a secure source of high-quality coffee. The financial analysis shows that it is good to develop the brand and to get into the international market as a direct exporter. Taking a conservative approach, in the first year of operations the bottom line is profitable. This is a strong evidence that “Las Colinas Estates” is the next step for the family to put all their effort and passion to make it happen. |
| 參考文獻 | Bolaños, J. (2017). Nicaragua: Coffee Annual. Retrieved March 18, 2018, from United States Department of Agriculture - 1.1 Projected Initial Balance SheetData & Analysis: https://www.fas.usda.gov/data/nicaragua-coffee-annual-0 Centro de Trámites de las Exportaciones CETREX Nicaragua. (2018). Estadísticas de Café/Coffee Statistics. Retrieved March 17, 2018, from http://www.cetrex.gob.ni/website/servicios/cafe/cafe.jsp Comunicaffe. (2017). Japan dominates APAC coffee market, says Euromonitor in its latest report. Retrieved April 15, 2018, from https://www.comunicaffe.com/japan-dominates-apac-coffee-market-says-euromonitor-in-its-latest-report/ El Nuevo Diario. (2015, December 15). Café en segundo lugar de exportaciones nicaragüenses. Retrieved March 18, 2018, from https://www.elnuevodiario.com.ni/economia/380862-cafe-segundo-lugar-exportaciones-nicaraguenses/ El Nuevo Diario. (2018). Empresarios de Taiwán buscan hacer negocios con cacao y café de Nicaragua. Retrieved March 11, 2018, from https://www.elnuevodiario.com.ni/economia/457720-empresarios-taiwan-buscan-hacer-negocios-cacao-caf/ Euromoney Institutional Investor Company. (2017). CEIC - Indicators. Retrieved April 7, 2018, from https://www.ceicdata.com/en/indicator/taiwan/annual-household-income-per-capita Euromonitor International. (2014). State of the coffee market in North America. Retrieved March 10, 2018, from Hawaii Coffee Association: http://www.hawaiicoffeeassoc.org/Resources/Documents/State-of-Coffee-Market-Euromonitor.pdf Euromonitor International. (2017, May). Cafés/Bars in Taiwan. Retrieved March 20, 2018, from http://www.euromonitor.com/cafes-bars-in-taiwan/report Forbes. (2017). A Surprising New Trend In Coffee. Retrieved April 15, 2018, from https://www.forbes.com/sites/simransethi/2017/12/01/a-surprising-new-trend-in-coffee/#d252a975b311 International Coffee Asociation. (2018). ICO Composite & Group Indicator Prices - Monthly averages. Retrieved March 16, 2018, from ICO - Historical Data on the Global Coffee Trade: http://www.ico.org/new_historical.asp International Coffee Organization. (2014). Coffee consumption in East and Southeast Asia: 1990 – 2012. Retrieved March 16, 2018, from http://www.ico.org/news/icc-112-4e-consumption-asia.pdf International Coffee Organization. (2017). Exports of coffee by exporting countries. Retrieved March 16, 2018, from ICO - Historical Data on the Global Coffee Trade: http://www.ico.org/new_historical.asp International Coffee Organization. (2017). International Coffee Organization - Anual Review 2015/2016. Retrieved March 10, 2017, from International Coffee Organization - Annual Review: http://www.ico.org/documents/cy2016-17/annual-review-2015-16-e.pdf International Coffee Organization. (2018). World coffee consumption. Retrieved March 14, 2018, from International Coffee Organization - Trade Statistics Tables: http://www.ico.org/prices/new-consumption-table.pdf International Trade Centre. (2015). The Coffee Guide. Retrieved March 16, 2018, from http://www.thecoffeeguide.org/coffee-guide/world-coffee-trade/international-pricing-scene/ Mintel. (2017, March 02). Coffee Brews up success in Asia: Indonesia, India and Vietnam among the fastest growing coffee markets globally. Retrieved March 16, 2018, from http://www.mintel.com/press-centre/food-and-drink/coffee-brews-up-success-in-asia National Coffee Asociation USA. (2017, March 25). NCA National Coffee Drinking Trends. Retrieved March 15, 2018, from http://www.ncausa.org/Portals/56/PDFs/Communication/NCA_NCDT2017.pdf?ver=2017-03-29-115235-727 Specialty Coffee Asociation of America. (2015). SCAA Protocols. Cupping Specialty Coffee. Retrieved April 2, 2018, from http://www.scaa.org/?page=resources&d=cupping-protocols Specialty Coffee Asociation of America. (2017). Question: What is Specialty Coffee? Retrieved April 15, 2018, from http://www.scaa.org/?page=resources&d=what-is-specialty-coffee |
| 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) 1059330421 |
| 資料來源 | http://thesis.lib.nccu.edu.tw/record/#G1059330421 |
| 資料類型 | thesis |
| dc.contributor.advisor | 蔡政憲 | zh_TW |
| dc.contributor.advisor | Tsai, Cheng-Shien | en_US |
| dc.contributor.author (作者) | 安武彥 | zh_TW |
| dc.contributor.author (作者) | Espinoza, Alex | en_US |
| dc.creator (作者) | 安武彥 | zh_TW |
| dc.creator (作者) | Espinoza, Alex | en_US |
| dc.date (日期) | 2018 | en_US |
| dc.date.accessioned | 3-七月-2018 17:29:38 (UTC+8) | - |
| dc.date.available | 3-七月-2018 17:29:38 (UTC+8) | - |
| dc.date.issued (上傳時間) | 3-七月-2018 17:29:38 (UTC+8) | - |
| dc.identifier (其他 識別碼) | G1059330421 | en_US |
| dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/118263 | - |
| 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) | 1059330421 | zh_TW |
| dc.description.abstract (摘要) | “Las Colinas Estates” is a high-quality coffee exporter family business that has its origin in the passion for coffee developed by its owners 30 years ago. Nowadays, taking advantage of the international market conditions, the family’s second generation is pursuing to change the business model from coffee producers to coffee exporter, targeting Taiwan as the first country to enter into levering on the Taiwanese market potential and the trade relationships between Nicaragua and Taiwan. “Las Colinas Estates” products are high-end coffee better known as specialty coffee. The coffee comes from two coffee estates located in the most famous coffee producing region in Nicaragua. However, “Las Colinas Estates” offer goes beyond the high-quality of its products; it also sell the story and mystique that is behind each coffee lot, the innovative practices performed in the farming activities and the social and environmental responsibility in place throughout the production process. Producing and exporting specialty coffee is the best way to enter in a sophisticated market such as Taiwan. Twelve specialty coffee importers were identified as the target customers. To ensure the success of the business idea, “Las Colinas Estates” must build strong relationships with its coffee buyers and roaster and its positioning aims to be recognized as a secure source of high-quality coffee. The financial analysis shows that it is good to develop the brand and to get into the international market as a direct exporter. Taking a conservative approach, in the first year of operations the bottom line is profitable. This is a strong evidence that “Las Colinas Estates” is the next step for the family to put all their effort and passion to make it happen. | en_US |
| dc.description.tableofcontents | ACKNOWLEDGEMENTS i ABSTRACT ii TABLE OF CONTENTS iii LIST OF TABLES viii LIST OF FIGURES 1 1. COMPANY OVERVIEW. 2 1.1 Mission 2 1.2 Vision 2 1.3 Objectives 2 1.3.1 General 2 1.3.2 Specific 2 1.4 Key Success Factors 3 1.5 Brand and Product Overview 4 1.6 Company Ownership 4 1.7 Company Background 4 2. MARKET ANALYSIS 7 2.1 Coffee Industry Overview 7 2.1.1 Coffee Consumption Worldwide 7 2.1.2 Coffee Demand and Supply Worldwide 9 2.1.3 International Coffee Price 10 2.2 Nicaraguan Coffee Supply Market. 12 2.3 Taiwan Coffee Demand Market. 15 2.4 Specialty Coffee Market 17 2.5 Business Opportunity 19 3. BUSINESS MODEL 20 3.1 Value Proposition 22 3.2 Costumer Segment 22 3.3 Customers Relations 23 3.4 Channels 23 3.5 Key Activities 24 3.6 Key Resources 24 3.7 Key Partners 25 3.8 Cost Structure 26 3.8.1 Fixed Costs 26 3.8.2 Variable Costs 27 3.9 Revenue Stream 27 4. PRODUCTS 28 4.1 Coffee Estates 28 4.1.1 Santa Lucia Estate 28 4.1.2 Las Colinas D’Andrea Estate 30 4.2 Coffee Production Process. 31 4.2.1 Washed Coffee 31 4.2.2 Natural Coffee 33 4.3 Types of Coffee 35 4.3.1 High-End Coffee 35 4.3.2 Micro-lots 35 4.3.3 Low-End Coffee 35 4.4 Packaging 36 4.5 Inventory Management 37 4.6 Competitive Advantage 37 5. MARKETING PLAN AND SALES STRATEGY 39 5.1 Target Market 39 5.2 Positioning Strategy 41 5.3 Pricing Strategy 41 5.4 Promotion Strategy 43 5.4.1 Push Marketing 43 5.4.2 Pull Marketing 44 5.5 Online Marketing Strategy 45 5.5.1 Website 45 5.5.2 Vlog 46 5.5.3 Social Media 47 5.6 Sales Forecast 47 6. STRATEGIC FRAMEWORK 49 6.1 Operating Environment: Opportunities and Threats 49 6.1.1 Opportunities 49 6.1.2 Threats 50 6.2 Business Assessment 51 6.3 SWOT Analysis 53 7. FUTURE OPPORTUNITIES 56 8. FINANCIAL PLAN 57 8.1 Startup Expenses 58 8.2 Projected Initial Balance Sheet 59 8.3 Pro Forma Income Statement 60 8.4 Pro Forma Cash Flows 61 8.5 Profitability Analysis 62 8.5.1 Cost Volume Sensitivity Analysis 62 9. CONCLUSION 63 10. BIBLIOGRAPHY 65 11. APPENDIX 68 A. Startup Costs 68 B. Production Costs 70 C. Annual Salaries Expenses 71 D. Annual Utilities and Rent Expenses 72 E. Loan Amortization Table 72 F. Depreciation Table 74 | zh_TW |
| dc.format.extent | 1511485 bytes | - |
| dc.format.mimetype | application/pdf | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G1059330421 | en_US |
| dc.subject (關鍵詞) | 精品咖啡 | zh_TW |
| dc.subject (關鍵詞) | 尼加拉瓜咖啡 | zh_TW |
| dc.subject (關鍵詞) | 咖啡出口 | zh_TW |
| dc.subject (關鍵詞) | Jinotega 咖啡 | zh_TW |
| dc.subject (關鍵詞) | Specialty coffee | en_US |
| dc.subject (關鍵詞) | Nicaraguan coffee | en_US |
| dc.subject (關鍵詞) | Coffee exports | en_US |
| dc.subject (關鍵詞) | Jinotega coffee | en_US |
| dc.title (題名) | 尼加拉瓜莊園咖啡出口公司 | zh_TW |
| dc.title (題名) | “Las colinas estates” coffee exporter company in nicaragua | en_US |
| dc.type (資料類型) | thesis | en_US |
| dc.relation.reference (參考文獻) | Bolaños, J. (2017). Nicaragua: Coffee Annual. Retrieved March 18, 2018, from United States Department of Agriculture - 1.1 Projected Initial Balance SheetData & Analysis: https://www.fas.usda.gov/data/nicaragua-coffee-annual-0 Centro de Trámites de las Exportaciones CETREX Nicaragua. (2018). Estadísticas de Café/Coffee Statistics. Retrieved March 17, 2018, from http://www.cetrex.gob.ni/website/servicios/cafe/cafe.jsp Comunicaffe. (2017). Japan dominates APAC coffee market, says Euromonitor in its latest report. Retrieved April 15, 2018, from https://www.comunicaffe.com/japan-dominates-apac-coffee-market-says-euromonitor-in-its-latest-report/ El Nuevo Diario. (2015, December 15). Café en segundo lugar de exportaciones nicaragüenses. Retrieved March 18, 2018, from https://www.elnuevodiario.com.ni/economia/380862-cafe-segundo-lugar-exportaciones-nicaraguenses/ El Nuevo Diario. (2018). Empresarios de Taiwán buscan hacer negocios con cacao y café de Nicaragua. Retrieved March 11, 2018, from https://www.elnuevodiario.com.ni/economia/457720-empresarios-taiwan-buscan-hacer-negocios-cacao-caf/ Euromoney Institutional Investor Company. (2017). CEIC - Indicators. Retrieved April 7, 2018, from https://www.ceicdata.com/en/indicator/taiwan/annual-household-income-per-capita Euromonitor International. (2014). State of the coffee market in North America. Retrieved March 10, 2018, from Hawaii Coffee Association: http://www.hawaiicoffeeassoc.org/Resources/Documents/State-of-Coffee-Market-Euromonitor.pdf Euromonitor International. (2017, May). Cafés/Bars in Taiwan. Retrieved March 20, 2018, from http://www.euromonitor.com/cafes-bars-in-taiwan/report Forbes. (2017). A Surprising New Trend In Coffee. Retrieved April 15, 2018, from https://www.forbes.com/sites/simransethi/2017/12/01/a-surprising-new-trend-in-coffee/#d252a975b311 International Coffee Asociation. (2018). ICO Composite & Group Indicator Prices - Monthly averages. Retrieved March 16, 2018, from ICO - Historical Data on the Global Coffee Trade: http://www.ico.org/new_historical.asp International Coffee Organization. (2014). Coffee consumption in East and Southeast Asia: 1990 – 2012. Retrieved March 16, 2018, from http://www.ico.org/news/icc-112-4e-consumption-asia.pdf International Coffee Organization. (2017). Exports of coffee by exporting countries. Retrieved March 16, 2018, from ICO - Historical Data on the Global Coffee Trade: http://www.ico.org/new_historical.asp International Coffee Organization. (2017). International Coffee Organization - Anual Review 2015/2016. Retrieved March 10, 2017, from International Coffee Organization - Annual Review: http://www.ico.org/documents/cy2016-17/annual-review-2015-16-e.pdf International Coffee Organization. (2018). World coffee consumption. Retrieved March 14, 2018, from International Coffee Organization - Trade Statistics Tables: http://www.ico.org/prices/new-consumption-table.pdf International Trade Centre. (2015). The Coffee Guide. Retrieved March 16, 2018, from http://www.thecoffeeguide.org/coffee-guide/world-coffee-trade/international-pricing-scene/ Mintel. (2017, March 02). Coffee Brews up success in Asia: Indonesia, India and Vietnam among the fastest growing coffee markets globally. Retrieved March 16, 2018, from http://www.mintel.com/press-centre/food-and-drink/coffee-brews-up-success-in-asia National Coffee Asociation USA. (2017, March 25). NCA National Coffee Drinking Trends. Retrieved March 15, 2018, from http://www.ncausa.org/Portals/56/PDFs/Communication/NCA_NCDT2017.pdf?ver=2017-03-29-115235-727 Specialty Coffee Asociation of America. (2015). SCAA Protocols. Cupping Specialty Coffee. Retrieved April 2, 2018, from http://www.scaa.org/?page=resources&d=cupping-protocols Specialty Coffee Asociation of America. (2017). Question: What is Specialty Coffee? Retrieved April 15, 2018, from http://www.scaa.org/?page=resources&d=what-is-specialty-coffee | zh_TW |
| dc.identifier.doi (DOI) | 10.6814/THE.NCCU.IMBA.006.2018.F08 | - |