學術產出-學位論文
| 題名 | 蜂瘋：雲端廚房 CrazyBee: a Cloud Kitchen Business Plan |
| 作者 | 呂書賢 Lu, Shu-Hsien |
| 貢獻者 | 張永明 Chang, David 呂書賢 Lu, Shu-Hsien |
| 關鍵詞 | 台灣雲端廚房 幽靈廚房 暗黑廚房 虛擬廚房 Cloud kitchen in Taiwan Ghost kitchen dark kitchen virtual kitchen |
| 日期 | 2021 |
| 上傳時間 | 3-一月-2022 16:08:22 (UTC+8) |
| 摘要 | Abstract CrazyBee: a Cloud Kitchen Business Plan By Shu Hsien Lu Food delivery has been an increasing trend as technology advances. It has now become so commonplace that consumers often rely on online shopping for their daily meals. Moreover, with the effect of COVID-19 pandemic, the whole of Taiwan entered a three-level alert status earlier this year, from May until August. When dining out was restricted by the government for almost three months, it brought dramatic revenue loss to restaurants. Most establishments could only rely on take-out or delivery orders. This development is pushing the Food and Beverage (F&B) industry players to rethink their business model. As a result, many people are changing their dining behavior toward the food delivery service even after the lockdown. Therefore, CrazyBee comes up with a cloud kitchen concepts that is specific to the Taiwan market. Our business value proposition is to help the local restaurants to easily adapt to the food delivery platform by offering four services: 1) locate at the most optimal location by using data analysis. 2) provide suitable infrastructure that is design for delivery service. 3) specially designed operational team and routes to increase operational efficiency. 4) consultant in assisting the tenants with analyzing delivery data, as well as supporting their marketing resources. CrazyBee is a business solution provider to help average restaurant brand owners in Taiwan find a right approach to quickly adapt to and capture the full potential of the new cloud kitchen market. This business plan is developed by using a combination of essential business methodologies. Theses methodologies includes Porter’s 5 Forces analysis, SWOT analysis, TOWS matrix, to Canvas Business Model, etc. The resulting business plan consists of marketing plan, operational and organizational plan, financial plan, and future expansion plan, as well as indicates a payback period of 4 years. |
| 參考文獻 | Reference (n.d.). Department of Statistics. (109, 4 6). 經濟部新聞稿. Retrieved from 經濟部主計處: https://www.moea.gov.tw/Mns/DOS/bulletin/wHandBulletin_File.ashx?file_id=21787 Department of Statistics. (2020, 4 6). Department of Statistics. Retrieved from https://www.moea.gov.tw/Mns/dos/bulletin/Bulletin.aspx?kind=9&html=1&menu_id=18808&bull_id=6878 Department of Statistics. (2020, 4 6). 產業經濟統計簡訊. Retrieved from Department of Statistics: https://www.moea.gov.tw/Mns/dos/bulletin/Bulletin.aspx?kind=9&html=1&menu_id=18808&bull_id=6878 Department of Statistics. (2020). 經濟統計年報. Retrieved from 經濟部統計處: https://www.moea.gov.tw/Mns/DOS/content/wHandMenuFile.ashx?file_id=25678 Grand View Research. (2021, 6). industry-analysis/cloud-kitchen-market. Retrieved from grandviewresearch: https://www.grandviewresearch.com/industry-analysis/cloud-kitchen-market Kelso, A. (2019, 11 4). News. Retrieved from Restaurant Dive: https://www.restaurantdive.com/news/mcdonalds-opens-1st-ghost-restaurant-in-london/566504/ Ms.KinjalMadhukant Gosai , Dr.Deelip Palsapure. (2020, 9). A Study on Cloud Kitchens As An Emerging Food And Beverage Industry. International Journal of Advance Research in Science and Engineering, 9, p. 9. Ruggless, R. (2019, 10). News. Retrieved from Nation`s Restarant News: https://www.nrn.com/news/premise-orders-reach-about-60-foodservice-occasions Sharma, S. (n.d.). Uengage. Retrieved from https://www.uengage.in/spotlight/cloud-kitchen-concept Streamlit Corporation. (n.d.). Streamlit Corporation. Retrieved from Streamlit Corporation. Wavenet. (n.d.). 數位廣告. Retrieved from Wavenet: https://www.wavenet.com.tw/digital-ads/facebook/ 沈瑜. (2020, 7 27). 金融Fintech. Retrieved from 遠見35: https://www.gvm.com.tw/article/73856 林芊妤. (2020, 8 19). 新聞. Retrieved from 環境資訊中心: https://e-info.org.tw/node/226327 |
| 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) 104933002 |
| 資料來源 | http://thesis.lib.nccu.edu.tw/record/#G0104933002 |
| 資料類型 | thesis |
| dc.contributor.advisor | 張永明 | zh_TW |
| dc.contributor.advisor | Chang, David | en_US |
| dc.contributor.author (作者) | 呂書賢 | zh_TW |
| dc.contributor.author (作者) | Lu, Shu-Hsien | en_US |
| dc.creator (作者) | 呂書賢 | zh_TW |
| dc.creator (作者) | Lu, Shu-Hsien | en_US |
| dc.date (日期) | 2021 | en_US |
| dc.date.accessioned | 3-一月-2022 16:08:22 (UTC+8) | - |
| dc.date.available | 3-一月-2022 16:08:22 (UTC+8) | - |
| dc.date.issued (上傳時間) | 3-一月-2022 16:08:22 (UTC+8) | - |
| dc.identifier (其他 識別碼) | G0104933002 | en_US |
| dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/138377 | - |
| 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) | 104933002 | zh_TW |
| dc.description.abstract (摘要) | Abstract CrazyBee: a Cloud Kitchen Business Plan By Shu Hsien Lu Food delivery has been an increasing trend as technology advances. It has now become so commonplace that consumers often rely on online shopping for their daily meals. Moreover, with the effect of COVID-19 pandemic, the whole of Taiwan entered a three-level alert status earlier this year, from May until August. When dining out was restricted by the government for almost three months, it brought dramatic revenue loss to restaurants. Most establishments could only rely on take-out or delivery orders. This development is pushing the Food and Beverage (F&B) industry players to rethink their business model. As a result, many people are changing their dining behavior toward the food delivery service even after the lockdown. Therefore, CrazyBee comes up with a cloud kitchen concepts that is specific to the Taiwan market. Our business value proposition is to help the local restaurants to easily adapt to the food delivery platform by offering four services: 1) locate at the most optimal location by using data analysis. 2) provide suitable infrastructure that is design for delivery service. 3) specially designed operational team and routes to increase operational efficiency. 4) consultant in assisting the tenants with analyzing delivery data, as well as supporting their marketing resources. CrazyBee is a business solution provider to help average restaurant brand owners in Taiwan find a right approach to quickly adapt to and capture the full potential of the new cloud kitchen market. This business plan is developed by using a combination of essential business methodologies. Theses methodologies includes Porter’s 5 Forces analysis, SWOT analysis, TOWS matrix, to Canvas Business Model, etc. The resulting business plan consists of marketing plan, operational and organizational plan, financial plan, and future expansion plan, as well as indicates a payback period of 4 years. | en_US |
| dc.description.tableofcontents | TABLE OF CONTENTS 1. Background and company introduction 1 1.1. Problems 1 1.2. What is a cloud kitchen? 3 1.3. CrazyBee solution 5 1.3.1. Location 5 1.3.2. Infrastructure 6 1.3.3. Logistics 7 1.3.4. Market analysis 7 1.4. Company name and logo 8 1.5. Mission, vision and goal statement 8 2. Competitive analysis 9 2.1. External Analysis: Competitive Forces Framework (Porter’s 5 Forces) 9 2.1.1. Threat of new entrants 9 2.1.2. Bargaining power of supplier 10 2.1.3. Bargaining power of customers 11 2.1.4. Threat of substitute products 11 2.1.5. Rivalry among existing competitors 11 2.2. Internal Analysis: SWOT and TOWS Matrix Analysis 12 2.2.1. SWOT analysis 12 2.2.2. TOWS Matrix 14 2.3. Business Model Canvas 17 2.3.1. Customer segments 18 2.3.2. Value proposition 19 2.3.3. Channels 21 2.3.4. Customer relationships 21 2.3.5. Revenue streams 22 2.3.6. Key resources 22 2.3.7. Key activities 23 2.3.8. Key partners 23 2.3.9. Cost structure 24 3. Market research 25 3.1. Industry outlook 25 3.1.1. Restaurants providing delivery service in Taiwan 26 3.1.2. Restaurant entrepreneurs in Taipei 26 3.2. Competitors 27 3.2.1. KitchenNow 27 3.2.2. JustKitchen 28 4. Marketing strategy 29 4.1. Online marketing 29 4.1.1. Facebook and Instagram advertisement 29 4.2. Offline marketing events 30 5. Operational plan 32 5.1. Site selection process 32 5.2. Operation process 35 6. Management and organization 36 6.1. Organization structure 36 6.2. Roles and responsibilities 36 7. Financial analysis 38 7.1. Tenant financial analysis 38 7.2. Source of funds 40 7.3. Revenue projection 41 7.4. Operation Expense Projection 41 7.4.1. Rental Cost (Cost of goods sold) 41 7.4.2. Operation Expenses Estimation 42 7.5. Forecasted Income Statement 42 7.5.1. Project Valuation 43 8. Future expansion 45 9. Conclusion 47 10. Reference 48 | zh_TW |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0104933002 | en_US |
| dc.subject (關鍵詞) | 台灣雲端廚房 | zh_TW |
| dc.subject (關鍵詞) | 幽靈廚房 | zh_TW |
| dc.subject (關鍵詞) | 暗黑廚房 | zh_TW |
| dc.subject (關鍵詞) | 虛擬廚房 | zh_TW |
| dc.subject (關鍵詞) | Cloud kitchen in Taiwan | en_US |
| dc.subject (關鍵詞) | Ghost kitchen | en_US |
| dc.subject (關鍵詞) | dark kitchen | en_US |
| dc.subject (關鍵詞) | virtual kitchen | en_US |
| dc.title (題名) | 蜂瘋：雲端廚房 | zh_TW |
| dc.title (題名) | CrazyBee: a Cloud Kitchen Business Plan | en_US |
| dc.type (資料類型) | thesis | en_US |
| dc.relation.reference (參考文獻) | Reference (n.d.). Department of Statistics. (109, 4 6). 經濟部新聞稿. Retrieved from 經濟部主計處: https://www.moea.gov.tw/Mns/DOS/bulletin/wHandBulletin_File.ashx?file_id=21787 Department of Statistics. (2020, 4 6). Department of Statistics. Retrieved from https://www.moea.gov.tw/Mns/dos/bulletin/Bulletin.aspx?kind=9&html=1&menu_id=18808&bull_id=6878 Department of Statistics. (2020, 4 6). 產業經濟統計簡訊. Retrieved from Department of Statistics: https://www.moea.gov.tw/Mns/dos/bulletin/Bulletin.aspx?kind=9&html=1&menu_id=18808&bull_id=6878 Department of Statistics. (2020). 經濟統計年報. Retrieved from 經濟部統計處: https://www.moea.gov.tw/Mns/DOS/content/wHandMenuFile.ashx?file_id=25678 Grand View Research. (2021, 6). industry-analysis/cloud-kitchen-market. Retrieved from grandviewresearch: https://www.grandviewresearch.com/industry-analysis/cloud-kitchen-market Kelso, A. (2019, 11 4). News. Retrieved from Restaurant Dive: https://www.restaurantdive.com/news/mcdonalds-opens-1st-ghost-restaurant-in-london/566504/ Ms.KinjalMadhukant Gosai , Dr.Deelip Palsapure. (2020, 9). A Study on Cloud Kitchens As An Emerging Food And Beverage Industry. International Journal of Advance Research in Science and Engineering, 9, p. 9. Ruggless, R. (2019, 10). News. Retrieved from Nation`s Restarant News: https://www.nrn.com/news/premise-orders-reach-about-60-foodservice-occasions Sharma, S. (n.d.). Uengage. Retrieved from https://www.uengage.in/spotlight/cloud-kitchen-concept Streamlit Corporation. (n.d.). Streamlit Corporation. Retrieved from Streamlit Corporation. Wavenet. (n.d.). 數位廣告. Retrieved from Wavenet: https://www.wavenet.com.tw/digital-ads/facebook/ 沈瑜. (2020, 7 27). 金融Fintech. Retrieved from 遠見35: https://www.gvm.com.tw/article/73856 林芊妤. (2020, 8 19). 新聞. Retrieved from 環境資訊中心: https://e-info.org.tw/node/226327 | zh_TW |
| dc.identifier.doi (DOI) | 10.6814/NCCU202101753 | en_US |