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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-Jul-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-0Centro 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.jspComunicaffe. (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-capitaEuromonitor 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.pdfEuromonitor International. (2017, May). Cafés/Bars in Taiwan. Retrieved March 20, 2018, from http://www.euromonitor.com/cafes-bars-in-taiwan/reportForbes. (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/#d252a975b311International 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.aspInternational 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.pdfInternational 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.aspInternational 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.pdfInternational 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.pdfInternational 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-asiaNational 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=2017-03-29-115235-727Specialty Coffee Asociation of America. (2015). SCAA Protocols. Cupping Specialty Coffee. Retrieved April 2, 2018, from http://www.scaa.org/?page=resources&d=cupping-protocolsSpecialty 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 (Authors) 安武彥 zh_TW dc.contributor.author (Authors) 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-Jul-2018 17:29:38 (UTC+8) - dc.date.available 3-Jul-2018 17:29:38 (UTC+8) - dc.date.issued (上傳時間) 3-Jul-2018 17:29:38 (UTC+8) - dc.identifier (Other Identifiers) 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 iABSTRACT iiTABLE OF CONTENTS iiiLIST OF TABLES viiiLIST OF FIGURES 11. COMPANY OVERVIEW. 21.1 Mission 21.2 Vision 21.3 Objectives 21.3.1 General 21.3.2 Specific 21.4 Key Success Factors 31.5 Brand and Product Overview 41.6 Company Ownership 41.7 Company Background 42. MARKET ANALYSIS 72.1 Coffee Industry Overview 72.1.1 Coffee Consumption Worldwide 72.1.2 Coffee Demand and Supply Worldwide 92.1.3 International Coffee Price 102.2 Nicaraguan Coffee Supply Market. 122.3 Taiwan Coffee Demand Market. 152.4 Specialty Coffee Market 172.5 Business Opportunity 193. BUSINESS MODEL 203.1 Value Proposition 223.2 Costumer Segment 223.3 Customers Relations 233.4 Channels 233.5 Key Activities 243.6 Key Resources 243.7 Key Partners 253.8 Cost Structure 263.8.1 Fixed Costs 263.8.2 Variable Costs 273.9 Revenue Stream 274. PRODUCTS 284.1 Coffee Estates 284.1.1 Santa Lucia Estate 284.1.2 Las Colinas D’Andrea Estate 304.2 Coffee Production Process. 314.2.1 Washed Coffee 314.2.2 Natural Coffee 334.3 Types of Coffee 354.3.1 High-End Coffee 354.3.2 Micro-lots 354.3.3 Low-End Coffee 354.4 Packaging 364.5 Inventory Management 374.6 Competitive Advantage 375. MARKETING PLAN AND SALES STRATEGY 395.1 Target Market 395.2 Positioning Strategy 415.3 Pricing Strategy 415.4 Promotion Strategy 435.4.1 Push Marketing 435.4.2 Pull Marketing 445.5 Online Marketing Strategy 455.5.1 Website 455.5.2 Vlog 465.5.3 Social Media 475.6 Sales Forecast 476. STRATEGIC FRAMEWORK 496.1 Operating Environment: Opportunities and Threats 496.1.1 Opportunities 496.1.2 Threats 506.2 Business Assessment 516.3 SWOT Analysis 537. FUTURE OPPORTUNITIES 568. FINANCIAL PLAN 578.1 Startup Expenses 588.2 Projected Initial Balance Sheet 598.3 Pro Forma Income Statement 608.4 Pro Forma Cash Flows 618.5 Profitability Analysis 628.5.1 Cost Volume Sensitivity Analysis 629. CONCLUSION 6310. BIBLIOGRAPHY 6511. APPENDIX 68A. Startup Costs 68B. Production Costs 70C. Annual Salaries Expenses 71D. Annual Utilities and Rent Expenses 72E. Loan Amortization Table 72F. 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-0Centro 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.jspComunicaffe. (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-capitaEuromonitor 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.pdfEuromonitor International. (2017, May). Cafés/Bars in Taiwan. Retrieved March 20, 2018, from http://www.euromonitor.com/cafes-bars-in-taiwan/reportForbes. (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/#d252a975b311International 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.aspInternational 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.pdfInternational 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.aspInternational 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.pdfInternational 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.pdfInternational 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-asiaNational 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=2017-03-29-115235-727Specialty Coffee Asociation of America. (2015). SCAA Protocols. Cupping Specialty Coffee. Retrieved April 2, 2018, from http://www.scaa.org/?page=resources&d=cupping-protocolsSpecialty 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 -
