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題名 開設L`Agave du Terroir 墨西哥酒館的商業企畫書
Mezcaleria L’Agave du Terroir作者 龍冠秉
Serrano, Alonso Mendez貢獻者 蔡政憲
Tsai, Cheng-Hsien
龍冠秉
Alonso Mendez Serrano關鍵詞 梅斯卡爾酒
龍舌蘭酒
酒吧
餐廳
法國
南特
Mezcal
Tequila
Bar
Restaurant
France
Nantes日期 2019 上傳時間 1-七月-2019 10:57:00 (UTC+8) 摘要 無
In this thesis report it is presented the business plan for the implementation of a traditional Mexican concept called Mezcalería in Nantes city, France.A Mezcalería works as a kind restaurant-bar where the principal beverage offered is Mezcal, however it is not only a bar but a whole concept that comes from a tradition of drinking distilled potations in Mexico.“L’Agave du Terroir” will be used as a gateway to promote the agave distilled drinks besides the Mezcal, including Tequila, Bacanora and Sotol. In the same way it will be the bridge between the Mexican and Franco cultures holding activities that bring them closer.Nantes city has been chosen as the point of start for the business, regarding several strategic factors, such as the growth in population between 20 and 40 years’ old that is our target segment, the lower costs of operation that can be found in the city and the ease for the logistics for importing ingredients from Mexico. This and other reasons are part of the selection process that lead us to stablish our restaurant-bar in this place.The numbers and statistics presented in this document provide an optimistic perspective for the viability of this business plan and future of the Mezcalería when it is implemented, showing a high profitability that depends mainly in the growth of the customer basis during the first years of operation.參考文獻 Anonymous (2018, May 03) The best places to live and work in France. Retrieved from https://www.completefrance.com/living-in-france/working-in-france/the-best-places-to-live-and-work-in-france-1-5029898Anonymous, (2017) Planeación Agrícola Nacional 2017 – 2030. Agave Tequilero y Mezcalero Mexicano.Anonymous, (2018, December 12), Nantes, Retrieved from https://www.citypopulation.de/php/france-agglo.php?cityid=A44701Anonymous, Mezcal - What it is (and what it`s not), Retrieved from https://www.mezcaleria.de/about_mezcal.htmlAnonymous, (2015, May 17). Terroir: A Concept and Practice. French food. Retrieved from https://frenchfoodintheus.org/1034Anonymous (2017, July 5) La cocina mexicana en Francia tendrá sello de autenticidad. Retrieved from https://www.elfinanciero.com.mx/after-office/la-cocina-mexicana-en-francia-tendra-sello-de-autenticidadAnonymous, (2019, May 13), Loans by size of firms. Banque de France. Retrieved from https://www.banque-france.fr/en/statistics/loans/loans/loans-size-firmsAnonymous, (2019). Statista, Average annual salary income in France in 2015, by age group (in current euros). Retrieved from https://www.statista.com/statistics/787206/average-annual-wage-income-by-age-france/Anonymous (2014) Registro de los mexicanos en las representaciones diplomáticas de México en el Exterior. Instituto de los Mexicanos en el Exterior. Retrieved from http://www.ime.gob.mx/mundo/2014/europa/francia.pdfARZABA, Andrea (2010, October 7) Mexican Cuisine Declared Intangible Heritage of Humanity by UNESCO. Retrieved from https://globalvoices.org/2010/10/07/mexican-cuisine-declared-intangible-heritage-of-humanity-by-unesco/BARBEZAT Suzanne (2018, December 13). How Mezcal is Made. Retrieved from https://www.tripsavvy.com/how-mezcal-is-made-1588808BÉJOT, Michel (2019, May) France Advertising & Marketing. Retrieved from https://gettingthedealthrough.com/area/64/jurisdiction/28/advertising-marketing-france/CABRERA, Iván (2015, November 13). ¿Cuántos mexicanos hay en Francia? Publimerto. Retrieved from https://www.publimetro.com.mx/mx/noticias/2015/11/13/cuantos-mexicanos-hay-francia.htmlCLÉON, Pierre, (2015, February 20) Les differénts type de sociétés. Les Echos Executives. Retrieved from https://business.lesechos.fr/outils-et-services/guides/guide-de-la-creation/1417/1423-6-les-differents-types-de-societes-24609.php?fbclid=IwAR3IBsIGNT5W1HP3SsVwDM4F_aRRRDZFX5GDoLGFh_1S-wgXfCm7kJdoXEkCOM-RUELLE et al. (2008, January). Alcohol consumption in France: one more glass of French paradox. Questions d’économie de la Santé, no (129). P1-3.GARCÍA, Ismael (2017, April 30) Mezcal. Crece consumo en el mundo. Retrieved from https://www.eluniversal.com.mx/articulo/estados/2017/04/30/mezcal-crece-consumo-en-el-mundo#imagen-1GAYTÁN, Marie Sarita (2017) The transformation of Tequila: From hangover to highbrow. The University of Utah, USA. Journal of Consumer Culture 2017, Vol. 17(I) 62-84.GEORGES, Pierre (2017, May 29) Mexique : fréquentation française exceptionnelle… caramba ! Retrieved from https://www.tourmag.com/Mexique-frequentation-francaise-exceptionnelle-caramba-_a87478.html?fbclid=IwAR1f-aYIKEnrKzt3Fb7SxCq-XodTFSX9wOm7LU3TVM-X5oiO1EfMXxa2RNIHILLAIREAU, Fabrice, KHIATI, Abdel. Direction Générale Des Entreprises (2017), Le tourisme des Français en 2016 : moins de départs mais plus de dépenses. No. 73MATAMOROS, Cristina (2018, May 15) Which foreign cuisines do Europeans love to eat? Retrieved from https://www.euronews.com/2018/05/15/which-foreign-cuisines-do-europeans-love-to-eat-ROMO, Patricia (2018, May 27) Para el 2021, tequila aumentará sólo por debajo del whisky. Retrieved from https://www.eleconomista.com.mx/estados/Para-el-2021-tequila-aumentara-solo-por-debajo-del-whisky-20180527-0093.htmlSÁNCHEZ, Axel (2017, March 03) 7 de cada 10 litros de tequila se van para el extranjero. Retrieved from https://www.elfinanciero.com.mx/empresas/de-cada-10-litros-de-tequila-se-van-para-el-extranjeroSantander International Trade Portal, (2019, April) Francia: Llegar al Consumidor. Retrieved from https://es.portal.santandertrade.com/analizar-mercados/francia/llegar-al-consumidorWALTON, M. (1977). THE EVOLUTION AND LOCALIZATION OF MEZCAL AND TEQUILA IN MEXICO. Revista Geográfica, (85), 113-132. Retrieved from http://www.jstor.org/stable/40993108Yahoo Finance, (2019, May 17). Alsea, S.A.B de C.V (ALSEA.MX) Retrieved from https://finance.yahoo.com/quote/ALSEA.MX?p=ALSEA.MXYUROU (2018, May 26) Global consumption of tequila grows fast. Retrieved from http://www.xinhuanet.com/english/2018-05/26/c_137207694.htmZINEB, (2017, October 19) FRANCE – The Simplified Joint Stock Company / Société Par Actions Simplifiée (SAS). Retrieved from http://www.thelegalhive.com/en/2017/10/19/france-the-simplified-joint-stock-company-societe-par-actions-simplifiee-sas/ 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)
106933036資料來源 http://thesis.lib.nccu.edu.tw/record/#G0106933036 資料類型 thesis dc.contributor.advisor 蔡政憲 zh_TW dc.contributor.advisor Tsai, Cheng-Hsien en_US dc.contributor.author (作者) 龍冠秉 zh_TW dc.contributor.author (作者) Alonso Mendez Serrano en_US dc.creator (作者) 龍冠秉 zh_TW dc.creator (作者) Serrano, Alonso Mendez en_US dc.date (日期) 2019 en_US dc.date.accessioned 1-七月-2019 10:57:00 (UTC+8) - dc.date.available 1-七月-2019 10:57:00 (UTC+8) - dc.date.issued (上傳時間) 1-七月-2019 10:57:00 (UTC+8) - dc.identifier (其他 識別碼) G0106933036 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/124182 - 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) 106933036 zh_TW dc.description.abstract (摘要) 無 zh_TW dc.description.abstract (摘要) In this thesis report it is presented the business plan for the implementation of a traditional Mexican concept called Mezcalería in Nantes city, France.A Mezcalería works as a kind restaurant-bar where the principal beverage offered is Mezcal, however it is not only a bar but a whole concept that comes from a tradition of drinking distilled potations in Mexico.“L’Agave du Terroir” will be used as a gateway to promote the agave distilled drinks besides the Mezcal, including Tequila, Bacanora and Sotol. In the same way it will be the bridge between the Mexican and Franco cultures holding activities that bring them closer.Nantes city has been chosen as the point of start for the business, regarding several strategic factors, such as the growth in population between 20 and 40 years’ old that is our target segment, the lower costs of operation that can be found in the city and the ease for the logistics for importing ingredients from Mexico. This and other reasons are part of the selection process that lead us to stablish our restaurant-bar in this place.The numbers and statistics presented in this document provide an optimistic perspective for the viability of this business plan and future of the Mezcalería when it is implemented, showing a high profitability that depends mainly in the growth of the customer basis during the first years of operation. en_US dc.description.tableofcontents 1. General Company Description 11.1. Missions 21.2. Visions 21.3. Objectives 31.3.1. General 31.3.2. Specific 31.4. Business Philosophy 31.5. Success Factors 41.6. Service Overview 71.7. Company Ownership 82. Market Description 102.1. Global Tequila Industry 102.2. France Tequila Industry 133. Business Model 153.1. Value Proposition 153.2. Customer Segments 153.3. Channels 163.4. Customer Relationships 173.4.1. Reaching Customers 183.4.2. Retaining Customers 183.4.3. Growing Customers 203.5. Revenues 203.5.1. Types of Revenue Streams 203.5.2. Pricing mechanisms 223.6. Key Partners 223.6.1. Spirits Importers 223.6.2. Ingredients Importers 223.6.3. Local farmers 233.6.4. Local markets 233.7. Key Resources 233.7.1. Staff 233.7.2. Customer databases 253.7.3. ERP Software 253.8. Key Activities 263.8.1. Product selection and management 263.8.2. Food preparation 263.8.3. Marketing 263.8.4. Sales and customer experience 263.8.5. Entertainment 273.9. Cost Structure 274. Products and Services 294.1. Drinks 294.1.1. Mezcal 294.1.2. Tequila 304.1.3. Bacanora 304.1.4. Sotol 314.1.5. Beer 314.1.6. Others 314.1.7. Nonalcoholic 314.2. Food 324.2.1. Aperitifs 324.2.2. Platters 324.3. Events 334.3.1. Concerts 334.3.2. Exhibitions 334.3.3. Master Classes 334.3.4. Spirits Tasting 334.3.5. Gourmand Degustation 344.4. Retailing 344.5. Advertisement 355. Marketing Plan and Sales Strategy 365.1. Selling Proposition 365.2. Positioning Strategy 375.3. Pricing Strategies 385.3.1. Three Tier Pricing 385.3.2. Dynamic Pricing 385.4. Promotion Strategies 395.4.1. Push Marketing 395.4.2. Pull marketing 395.4.3. Email Marketing 405.4.4. Social Media 406. Strategic Framework 416.1. SWOT Analysis 416.1.1. Strength 416.1.2. Weaknesses 426.1.3. Opportunities 426.1.4. Threats 436.2. Management and Organization 446.2.1. Organizational Structure 446.3. Operations Plan 456.3.1. Production 456.3.2. Bar Service 456.3.3. Restaurant Service 466.3.4. Personnel 467. Financial Plan 477.1. Assumptions 477.1.1. Startup costs 487.1.2. Prices 487.2. Sales Forecasts 527.2.1. Sensitivity Analyses 537.3. Income Statement 577.4. Net Present Value 588. Conclusions 609. References 6210. Appendix 66 zh_TW dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0106933036 en_US dc.subject (關鍵詞) 梅斯卡爾酒 zh_TW dc.subject (關鍵詞) 龍舌蘭酒 zh_TW dc.subject (關鍵詞) 酒吧 zh_TW dc.subject (關鍵詞) 餐廳 zh_TW dc.subject (關鍵詞) 法國 zh_TW dc.subject (關鍵詞) 南特 zh_TW dc.subject (關鍵詞) Mezcal en_US dc.subject (關鍵詞) Tequila en_US dc.subject (關鍵詞) Bar en_US dc.subject (關鍵詞) Restaurant en_US dc.subject (關鍵詞) France en_US dc.subject (關鍵詞) Nantes en_US dc.title (題名) 開設L`Agave du Terroir 墨西哥酒館的商業企畫書 zh_TW dc.title (題名) Mezcaleria L’Agave du Terroir en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) Anonymous (2018, May 03) The best places to live and work in France. Retrieved from https://www.completefrance.com/living-in-france/working-in-france/the-best-places-to-live-and-work-in-france-1-5029898Anonymous, (2017) Planeación Agrícola Nacional 2017 – 2030. Agave Tequilero y Mezcalero Mexicano.Anonymous, (2018, December 12), Nantes, Retrieved from https://www.citypopulation.de/php/france-agglo.php?cityid=A44701Anonymous, Mezcal - What it is (and what it`s not), Retrieved from https://www.mezcaleria.de/about_mezcal.htmlAnonymous, (2015, May 17). Terroir: A Concept and Practice. French food. Retrieved from https://frenchfoodintheus.org/1034Anonymous (2017, July 5) La cocina mexicana en Francia tendrá sello de autenticidad. Retrieved from https://www.elfinanciero.com.mx/after-office/la-cocina-mexicana-en-francia-tendra-sello-de-autenticidadAnonymous, (2019, May 13), Loans by size of firms. Banque de France. Retrieved from https://www.banque-france.fr/en/statistics/loans/loans/loans-size-firmsAnonymous, (2019). Statista, Average annual salary income in France in 2015, by age group (in current euros). Retrieved from https://www.statista.com/statistics/787206/average-annual-wage-income-by-age-france/Anonymous (2014) Registro de los mexicanos en las representaciones diplomáticas de México en el Exterior. Instituto de los Mexicanos en el Exterior. Retrieved from http://www.ime.gob.mx/mundo/2014/europa/francia.pdfARZABA, Andrea (2010, October 7) Mexican Cuisine Declared Intangible Heritage of Humanity by UNESCO. Retrieved from https://globalvoices.org/2010/10/07/mexican-cuisine-declared-intangible-heritage-of-humanity-by-unesco/BARBEZAT Suzanne (2018, December 13). How Mezcal is Made. Retrieved from https://www.tripsavvy.com/how-mezcal-is-made-1588808BÉJOT, Michel (2019, May) France Advertising & Marketing. Retrieved from https://gettingthedealthrough.com/area/64/jurisdiction/28/advertising-marketing-france/CABRERA, Iván (2015, November 13). ¿Cuántos mexicanos hay en Francia? Publimerto. Retrieved from https://www.publimetro.com.mx/mx/noticias/2015/11/13/cuantos-mexicanos-hay-francia.htmlCLÉON, Pierre, (2015, February 20) Les differénts type de sociétés. Les Echos Executives. Retrieved from https://business.lesechos.fr/outils-et-services/guides/guide-de-la-creation/1417/1423-6-les-differents-types-de-societes-24609.php?fbclid=IwAR3IBsIGNT5W1HP3SsVwDM4F_aRRRDZFX5GDoLGFh_1S-wgXfCm7kJdoXEkCOM-RUELLE et al. (2008, January). Alcohol consumption in France: one more glass of French paradox. Questions d’économie de la Santé, no (129). P1-3.GARCÍA, Ismael (2017, April 30) Mezcal. Crece consumo en el mundo. Retrieved from https://www.eluniversal.com.mx/articulo/estados/2017/04/30/mezcal-crece-consumo-en-el-mundo#imagen-1GAYTÁN, Marie Sarita (2017) The transformation of Tequila: From hangover to highbrow. The University of Utah, USA. Journal of Consumer Culture 2017, Vol. 17(I) 62-84.GEORGES, Pierre (2017, May 29) Mexique : fréquentation française exceptionnelle… caramba ! Retrieved from https://www.tourmag.com/Mexique-frequentation-francaise-exceptionnelle-caramba-_a87478.html?fbclid=IwAR1f-aYIKEnrKzt3Fb7SxCq-XodTFSX9wOm7LU3TVM-X5oiO1EfMXxa2RNIHILLAIREAU, Fabrice, KHIATI, Abdel. Direction Générale Des Entreprises (2017), Le tourisme des Français en 2016 : moins de départs mais plus de dépenses. No. 73MATAMOROS, Cristina (2018, May 15) Which foreign cuisines do Europeans love to eat? Retrieved from https://www.euronews.com/2018/05/15/which-foreign-cuisines-do-europeans-love-to-eat-ROMO, Patricia (2018, May 27) Para el 2021, tequila aumentará sólo por debajo del whisky. Retrieved from https://www.eleconomista.com.mx/estados/Para-el-2021-tequila-aumentara-solo-por-debajo-del-whisky-20180527-0093.htmlSÁNCHEZ, Axel (2017, March 03) 7 de cada 10 litros de tequila se van para el extranjero. Retrieved from https://www.elfinanciero.com.mx/empresas/de-cada-10-litros-de-tequila-se-van-para-el-extranjeroSantander International Trade Portal, (2019, April) Francia: Llegar al Consumidor. Retrieved from https://es.portal.santandertrade.com/analizar-mercados/francia/llegar-al-consumidorWALTON, M. (1977). THE EVOLUTION AND LOCALIZATION OF MEZCAL AND TEQUILA IN MEXICO. Revista Geográfica, (85), 113-132. Retrieved from http://www.jstor.org/stable/40993108Yahoo Finance, (2019, May 17). Alsea, S.A.B de C.V (ALSEA.MX) Retrieved from https://finance.yahoo.com/quote/ALSEA.MX?p=ALSEA.MXYUROU (2018, May 26) Global consumption of tequila grows fast. Retrieved from http://www.xinhuanet.com/english/2018-05/26/c_137207694.htmZINEB, (2017, October 19) FRANCE – The Simplified Joint Stock Company / Société Par Actions Simplifiée (SAS). Retrieved from http://www.thelegalhive.com/en/2017/10/19/france-the-simplified-joint-stock-company-societe-par-actions-simplifiee-sas/ zh_TW dc.identifier.doi (DOI) 10.6814/NCCU201900128 en_US
