| dc.contributor.advisor | 劉秀明 | zh_TW |
| dc.contributor.advisor | Liu, Sandra | en_US |
| dc.contributor.author (Authors) | 趙芳萍 | zh_TW |
| dc.contributor.author (Authors) | Georgina Sarai Sapien Ramirez | en_US |
| dc.creator (作者) | 趙芳萍 | zh_TW |
| dc.creator (作者) | Ramirez, Georgina Sarai Sapien | en_US |
| dc.date (日期) | 2020 | en_US |
| dc.date.accessioned | 3-Aug-2020 17:46:51 (UTC+8) | - |
| dc.date.available | 3-Aug-2020 17:46:51 (UTC+8) | - |
| dc.date.issued (上傳時間) | 3-Aug-2020 17:46:51 (UTC+8) | - |
| dc.identifier (Other Identifiers) | G0107933036 | en_US |
| dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/131046 | - |
| 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) | 107933036 | zh_TW |
| dc.description.abstract (摘要) | This thesis presents a business plan for the creation of a “torteria” with a social empowerment focus in Mexico City.The key factors are, firstly, it offers the world`s first and only multicolor torta made of 100% natural Mexican ingredients and secondly, it is designed to help vulnerable people living on the streets of Mexico City by a food donation program.Torteria Magicana will be located in one the most touristic neighborhoods of the city with an inner decoration showcasing our pride for Mexican design. Then, the atmosphere also makes allusion to the social spirit, so you can realize this is not a traditional torteria. Our target customers, millennials, feel deeply attracted to eye-catching places and related to businesses that are socially responsible, so, if you are a foodie who loves to share in social media and want to give back to society, this is paradise.The most basic form of help comes by way of donating food. For every five pieces of torta sold, one more is donated to people living rough in Mexico City. Every week the extra pieces will be taken to nearby shelters. The client that bought the fifth piece will be able to write a note to the recipient, in this way we will be connecting both worlds.Further, Torteria Magicana goes beyond just donating food. We will organize volunteering activities every month in partnership with shelters such as workshops, leisure activities and trainings with the aim of supporting shelter’s management in improving homeless’ lives. | en_US |
| dc.description.tableofcontents | 1. Business Motivation 11.1. Company Overview 21.2. Value Proposal 31.3. Our Mission 31.4. Our Vision 41.5. Our Values 42. Products and Services 52.1. Tortas 52.2. Drinks 72.3. Desserts 92.4. The Social Impact 103. Business Model Analysis 123.1. Customer Relations and Channels 123.2. Key Activities 133.3. Key Partners 144. Market Analysis 164.1. Mexico’s Population Landscape 164.2. Mexico’s Labor Landscape and Poverty 184.3. Customer Profile: Millennials in Mexico 194.4. Out-of-house food consumption 224.5. Mexican gastronomy and restaurant industry 235. Marketing Plan and Sales 255.1. Competitors Analysis 255.2. SWOT Analysis 305.3. PESTEL Analysis 335.4. Porter’s Model 355.5. Competitive Advantage 376. Strategy and Company’s Position 396.1. Segmentation 396.1.1. Customer Empathy Map 396.2. Targeting 406.3. Positioning 416.3.1. Perceptual Brand Mapping 416.3.2. Positioning Statement 436.3.3. Value Proposition 436.4. Marketing Mix 446.4.1. Product 446.4.2. Price 466.4.3. Place 476.4.4. Promotion 487. Management and Organizational Structure 517.1. Hierarchy and Functions 517.2. Porter’s Value Chain Analysis 568. Financial Plan 588.1. Startup Expenses 588.2. Sales Forecast 598.3. Wages and Salaries 608.4. Donations Forecast 618.5. Total Expenses 628.6. Pro Forma Income Statement 639. References 64 | zh_TW |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0107933036 | en_US |
| dc.subject (關鍵詞) | 多色彩餡餅 | zh_TW |
| dc.subject (關鍵詞) | 餐廳 | zh_TW |
| dc.subject (關鍵詞) | 社會責任 | zh_TW |
| dc.subject (關鍵詞) | 食物捐贈 | zh_TW |
| dc.subject (關鍵詞) | 墨西哥式設計 | zh_TW |
| dc.subject (關鍵詞) | multicolor torta | en_US |
| dc.subject (關鍵詞) | restaurant | en_US |
| dc.subject (關鍵詞) | social responsibility | en_US |
| dc.subject (關鍵詞) | food donation | en_US |
| dc.subject (關鍵詞) | Mexican design | en_US |
| dc.title (題名) | Torteria Magicana:墨西哥市的社會企業餐廳 | zh_TW |
| dc.title (題名) | "Torteria Magicana”: Torteria with social empowerment focus in Mexico City | en_US |
| dc.type (資料類型) | thesis | en_US |
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| dc.identifier.doi (DOI) | 10.6814/NCCU202000662 | en_US |
