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題名 MAHARLIKA: 台北現代菲律賓餐廳企劃書
“MAHARLIKA”: A Business Plan For Modern Filipino Restaurant In Taipei
作者 夏恩熙
Mae, Salas Jessie
貢獻者 郭維裕
Kuo, Wei-Yu
夏恩熙
Salas Jessie Mae
關鍵詞 社會企業
菲律賓傳統美食
菲律賓餐廳
網紅營銷
美學餐廳
Social enterprise
Philippines traditional cuisine
Filipino restaurant
Filipino cuisine
Influencer marketing
Aesthetic restaurant
日期 2023
上傳時間 9-三月-2023 18:28:38 (UTC+8)
摘要 This thesis presents a business plan for the creation of a Modern Casual Dining Restaurant in Taiwan named Maharlika with the main CSR activity of giving scholarship assistance to Filipino students to study in Taiwan.
     
     Taiwan is becoming more and more dynamic with diverse cultures and international ethnicities. Therefore, the appearance of traditional food and cuisines is essential. Filipino food is famous for its contrasting taste, freshness, and creativity. Philippine cuisine has become a part of daily food options in several countries such as Canada, the United States, Italy, London, the Netherlands, and Germany. (Cabiles, 2018)
     
     The main factor for this creation is there is no modern full-service restaurant offering a comfortable, fun, and laid-back atmosphere with a wide variety of traditional and modern Filipino food. Most Filipino restaurant offers limited food option and if they do have a wide option, it is mostly an eatery-type of food store.
     
     Maharlika Modern Filipino Restaurant will be known as one of the most instagrammable Restaurants in the World with the restaurant`s homey and elegant ambiance as well as beautifully served dishes. Maharlika will also serve good quality and mouth-watering Filipino food. This restaurant aims to provide excellent Filipino cuisine and gracious service creating a memorable experience for its diner and community.
     
     In a recent survey from TasteAtlas’, Filipino cuisine is ranked 19th out of the Top 50 Best Cuisine in the World in 2022. Hence, this cuisine is getting more and more attention in the global food scene. The planned restaurant will be strategically located in one of the busiest and most visited are in Taipei that is, near Taipei Main Station.
     
     Maharlika is not only a profit-seeking enterprise. It aims to support Filipino youth who wants to study in Taiwan to go to school, get a diploma and assist in finding a job. The owner believes that good education takes a person to many good places and jobs.
     
     Maharlika restaurant believes that this place will not only be a place for sharing Filipino food but also for letting people in Taiwan know about Filipino culture through its friendly service, restaurant design, and company values.
參考文獻 1. Cabiles, J. (2018, March 28). #PinoyPride: Here’s 10 Popular Filipino Restaurants Around the Globe. Booky. Retrieved December 31, 2022, from https://booky.ph/blog/international-filipino-restaurants/
     2. P. N. G. (2022, June 6). Filipino food among 50 best cuisines in the world. PTV News. Retrieved January 2, 2023, from https://www.ptvnews.ph/filipino-food-among-50-best-cuisines-in-the-world/
     3. Amatulli, J. (2017, March 1). An Obnoxious 69 Percent Of Millennials Take Photos Of Food Before Eating. HuffPost. Retrieved December 31, 2022, from Millennials-take-photos-of-their-food-before-eating_n_58b73078e4b0284854b39105
     4. Hanafiah, M. H., Salehuddin, M., Zahari , M., & Ferdiana, F. (2019). Photo-taking and Online-sharing Behaviors of Culinary Products among Travelers: A Comparison on Generation X, Y, and Z. The NHI Tourism Forum, 13. https://doi.org/10.5220/0009194200100018
     5. Barreto, , G., Sincioco, J., Tayag, C., Calalang, C., Flores, M., & Segismundo, M. (2013). Kulinarya: A Guidebook to Philippine Cuisine. (2nd ed., p. 13, 14, 129). Anvil Publishing, Inc.
     6. Statista Research Department (2023, January 19). Influencer marketing worldwide - statistics & facts. Statista. Retrieved January 31, 2023, from https://www.statista.com/topics/2496/influence-marketing/#topicOverview
     7. Food Service - Hotel Restaurant Institutional: GAIN Report Number. (n.d.). Retrieved June 8, 2022, from https://apps.fas.usda.gov/newgainapi/api/report/downloadreportbyfilename?filename=Food%20Service%20%20Hotel%20Restaurant%20Institutional_Taipei%20ATO_Taiwan_12-30-2017.pdf
     8. Statista Research Department (2023, January 19). Influencer marketing worldwide - statistics & facts. Statista. Retrieved January 31, 2023, from https://www.statista.com/topics/2496/influence-marketing/#topicOverview
     9. Kelting, K., & Rice, D. H. (2013). Should we hire David Beckham to endorse our brand? Contextual interference and consumer memory for brands in a celebrity’s endorsement portfolio. Psychology and Marketing, 30(7), 602-613.
     10. Erdogan, B. Z., Baker, M. J., & Tagg, S. (2001). Selecting celebrity endorsers: The practitioner’s perspective. Journal of Advertising Research, 41(3), 39e48.
     11. Carrillat, F. A., d’Astous, A., & Lazure, J. (2013). For better, for worse? What to do when celebrity endorsement goes bad. Journal of Advertising Research, 53(1), 15e30
     12. Taiwanese cuisine. (2021, September 15). Wikipedia. https://en.wikipedia.org/wiki/Taiwanese_cuisine
     13. Filipino cuisine. (n.d.). En.wikivoyage.org. https://en.wikivoyage.org/wiki/Filipino_cuisine
     14. Taiwan`s food and beverage sales smash quarterly records in Q1 - Focus Taiwan. (n.d.). www.focustaiwan.com. https://focustaiwan.tw/business/202204260014
     15. HER, B. K. (2020, May 1). Tantalizing Transformation. Taiwan Today. https://taiwantoday.tw/news.php?post=176117&unit=12
     16. Photo by Eiliv Aceron: https://www.pexels.com/photo/mouthwatering-pork-adobo-with-eggs-beside-the-bowl-of-rice-6896058/
     17. (2018, April 16). Ube Crinkle Cookies. The Sweet & Sour Baker. Retrieved January 2, 2023, from https://thesweetandsourbaker.com/home/2018/4/10/ube-crinkle-cookies
     18. Lechon photo https://stock.adobe.com/tw/search/images?filters%5Bcontent_type%3Aphoto%5D=1&filters%5Bcontent_type%3Aillustration%5D=1&filters%5Bcontent_type%3Azip_vector%5D=1&filters%5Bcontent_type%3Aimage%5D=1&order=relevance&price%5B%24%5D=1&safe_search=1&k=lechon&limit=100&search_page=1&search_type=usertyped&acp=&aco=lechon&get_facets=0&asset_id=238999969
     19. Kare-kare photo https://www.flickr.com/photos/symplex/
     20. Bicol Express https://stock.adobe.com/tw/contributor/201620451/junpinzon?load_type=author&prev_url=detail
     21. Palitaw https://theunlikelybaker.com/palitaw-recipe-filipino-rice-cakes-with-coconut-and-sesame-seeds/
     22. Ice Scramble MZEstuff https://www.etsy.com/au/listing/1061810464/ice-scramble-250g-iskrambol-desserts-ice
     23. Halo-halo Photo By Emma Fishman, Food Styling By Rebecca Jurkevich https://www.bonappetit.com/recipe/halo-halo
     24. Pinakbet Photo https://www.unileverfoodsolutions.com.ph/recipe/pinakbet-with-lechon-kawali-R0082564.html
     25. Pancit Bihon Guisado https://www.unileverfoodsolutions.com.ph/recipe/pancit-guisado-R90011322.html
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)
109933035
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0109933035
資料類型 thesis
dc.contributor.advisor 郭維裕zh_TW
dc.contributor.advisor Kuo, Wei-Yuen_US
dc.contributor.author (作者) 夏恩熙zh_TW
dc.contributor.author (作者) Salas Jessie Maeen_US
dc.creator (作者) 夏恩熙zh_TW
dc.creator (作者) Mae, Salas Jessieen_US
dc.date (日期) 2023en_US
dc.date.accessioned 9-三月-2023 18:28:38 (UTC+8)-
dc.date.available 9-三月-2023 18:28:38 (UTC+8)-
dc.date.issued (上傳時間) 9-三月-2023 18:28:38 (UTC+8)-
dc.identifier (其他 識別碼) G0109933035en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/143796-
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) 109933035zh_TW
dc.description.abstract (摘要) This thesis presents a business plan for the creation of a Modern Casual Dining Restaurant in Taiwan named Maharlika with the main CSR activity of giving scholarship assistance to Filipino students to study in Taiwan.
     
     Taiwan is becoming more and more dynamic with diverse cultures and international ethnicities. Therefore, the appearance of traditional food and cuisines is essential. Filipino food is famous for its contrasting taste, freshness, and creativity. Philippine cuisine has become a part of daily food options in several countries such as Canada, the United States, Italy, London, the Netherlands, and Germany. (Cabiles, 2018)
     
     The main factor for this creation is there is no modern full-service restaurant offering a comfortable, fun, and laid-back atmosphere with a wide variety of traditional and modern Filipino food. Most Filipino restaurant offers limited food option and if they do have a wide option, it is mostly an eatery-type of food store.
     
     Maharlika Modern Filipino Restaurant will be known as one of the most instagrammable Restaurants in the World with the restaurant`s homey and elegant ambiance as well as beautifully served dishes. Maharlika will also serve good quality and mouth-watering Filipino food. This restaurant aims to provide excellent Filipino cuisine and gracious service creating a memorable experience for its diner and community.
     
     In a recent survey from TasteAtlas’, Filipino cuisine is ranked 19th out of the Top 50 Best Cuisine in the World in 2022. Hence, this cuisine is getting more and more attention in the global food scene. The planned restaurant will be strategically located in one of the busiest and most visited are in Taipei that is, near Taipei Main Station.
     
     Maharlika is not only a profit-seeking enterprise. It aims to support Filipino youth who wants to study in Taiwan to go to school, get a diploma and assist in finding a job. The owner believes that good education takes a person to many good places and jobs.
     
     Maharlika restaurant believes that this place will not only be a place for sharing Filipino food but also for letting people in Taiwan know about Filipino culture through its friendly service, restaurant design, and company values.		en_US
dc.description.tableofcontents Table of Contents
     
     1. Business Motivation 1
     1.1 Company Overview 2
     1.2 Ownership and Legal Form 3
     1.3 Start-up Capital Summary 3
     1.4 Company Logo and Profile 4
     1.5 Value Proposal 4
     1.6 Company Mission 5
     1.7 Company Vision 5
     1.8 Our Values 5
     2. Products and Services 7
     2.1 The Filipino Cuisine 7
     2.2 Maharlika’s Plating 8
     2.3 Main Dish 9
     2.4 Beverage 14
     2.5 Desserts 14
     2.6 Menu (Description, Sample Content & Appearance) 17
     2.7 Restaurant Design 19
     2.8 Corporate Social Responsibility Activities 20
     3. Business Model Analysis 21
     3.1 Customer Relations and Channels 21
     3.2 Key Activities 22
     3.3 Key Partners 22
     3.4 Customer Segment 23
     3.5 Cost Structure 23
     3.6 Revenue Streams 24
     4. Market Analysis 26
     4.1 Taiwan’s Food Industry and Market Size 26
     4.2 Taiwan’s Consumer Behavior (Taiwan’s taste compared to Filipino) 27
     4.3 Meal Times 28
     4.4 Demand-Supply Analysis 29
     4.5 Target Market 29
     4.6 Customer Profile: Average to High-Income 30
     4.7 Out-of-house Food Consumption 30
     5. Strategy and Company’s Position 31
     5.1 Segmentation 31
     5.1.1 Customer Empathy Map 32
     5.2 Targeting 34
     5.3 Marketing Mix 35
     5.3.1 Product 35
     5.3.2 Price 36
     5.3.3 Place & Operating Hours 37
     5.3.4 Promotion 38
     6. Marketing Plan and Sales 42
     6.1 Competitors Analysis 42
     6.2 SWOT Analysis 49
     6.3 Porter’s Model 50
     6.4 Competitive Advantages 50
     6.5 Marketing Plan to Attract Taiwanese Customers 51
     6.6 Social Media Content Calendar 53
     7. Financial Plan 54
     7.1 Startup Costs 54
     7.2 Capital Plan 56
     7.3 Sales Forecast 58
     7.4 Projected Financial Statements 59
     7.5 CSR Activity Budget 62
     8. Conclusion and Recommendation 63
     9. References 64
     
      
     Figures and Tables
     
     
     Figure 1: Maharlika’s Logo 4
     Figure 2: Plating 8
     Figure 3: Chicken-Pork Adobo 9
     Figure 4: Sisig 10
     Figure 5: Lechon 11
     Figure 6: Kare-kare 11
     Figure 7: Bicol Express 12
     Figure 8: Pinakbet 13
     Figure 9: Pancit Bihon Guisado 13
     Figure 10: Halo-halo 14
     Figure 11: Iskrambol 15
     Figure 12: Ube Crinkles 15
     Figure 13: Palitaw 16
     Figure 14: Maharlika’s Menu (page 1) 17
     Figure 15: Maharlika’s Menu (page 2) 18
     Figure 16: Restaurant Design Inspirations 19
     Figure 17: Maharlika Business Model Canvas 25
     Figure 18: Taiwan Food Service Revenue 26
     Figure 19: Maharlika Restaurant 4 Types of Market Segmentation 31
     Figure 20: Customer Empathy Map 33
     Figure 21: Target Customers 34
     Figure 22: Marketing Mix 35
     Figure 23: Maharlika’s Tier Membership Loyalty Program 40
     Figure 24: Cres-Art Restaurant 44
     Figure 25: Wow Litson Manok & Inasal 44
     Figure 26: MH Fast Food Corner 45
     Figure 27: Bunshi 46
     Figure 28: Somtum Der 47
     Figure 29: Only Pho You 48
     Figure 30: SWOT Analysis 49
     Figure 31: Maharlika Restaurant Porter’s framework 50
     Figure 32: Social Media Content Calendar 53
     
     Table 1: Startup Costs 54
     Table 2: Renovation, Equipment Cost and its Related Depreciation Expense 55
     Table 3: Salaries and Related Insurances 56
     Table 4: Capital Resources Distribution 56
     Table 5: Sales Forecast 58
     Table 6: Profit and Loss Forecast 59
     Table 7: 5-Year Cash Flow Statement 60
     Table 8: Balance Sheet Forecast and Financial Ratios 61
     Table 9: Scholarship Program Budget 62		zh_TW
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0109933035en_US
dc.subject (關鍵詞) 社會企業zh_TW
dc.subject (關鍵詞) 菲律賓傳統美食zh_TW
dc.subject (關鍵詞) 菲律賓餐廳zh_TW
dc.subject (關鍵詞) 網紅營銷zh_TW
dc.subject (關鍵詞) 美學餐廳zh_TW
dc.subject (關鍵詞) Social enterpriseen_US
dc.subject (關鍵詞) Philippines traditional cuisineen_US
dc.subject (關鍵詞) Filipino restauranten_US
dc.subject (關鍵詞) Filipino cuisineen_US
dc.subject (關鍵詞) Influencer marketingen_US
dc.subject (關鍵詞) Aesthetic restauranten_US
dc.title (題名) MAHARLIKA: 台北現代菲律賓餐廳企劃書zh_TW
dc.title (題名) “MAHARLIKA”: A Business Plan For Modern Filipino Restaurant In Taipeien_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 1. Cabiles, J. (2018, March 28). #PinoyPride: Here’s 10 Popular Filipino Restaurants Around the Globe. Booky. Retrieved December 31, 2022, from https://booky.ph/blog/international-filipino-restaurants/
     2. P. N. G. (2022, June 6). Filipino food among 50 best cuisines in the world. PTV News. Retrieved January 2, 2023, from https://www.ptvnews.ph/filipino-food-among-50-best-cuisines-in-the-world/
     3. Amatulli, J. (2017, March 1). An Obnoxious 69 Percent Of Millennials Take Photos Of Food Before Eating. HuffPost. Retrieved December 31, 2022, from Millennials-take-photos-of-their-food-before-eating_n_58b73078e4b0284854b39105
     4. Hanafiah, M. H., Salehuddin, M., Zahari , M., & Ferdiana, F. (2019). Photo-taking and Online-sharing Behaviors of Culinary Products among Travelers: A Comparison on Generation X, Y, and Z. The NHI Tourism Forum, 13. https://doi.org/10.5220/0009194200100018
     5. Barreto, , G., Sincioco, J., Tayag, C., Calalang, C., Flores, M., & Segismundo, M. (2013). Kulinarya: A Guidebook to Philippine Cuisine. (2nd ed., p. 13, 14, 129). Anvil Publishing, Inc.
     6. Statista Research Department (2023, January 19). Influencer marketing worldwide - statistics & facts. Statista. Retrieved January 31, 2023, from https://www.statista.com/topics/2496/influence-marketing/#topicOverview
     7. Food Service - Hotel Restaurant Institutional: GAIN Report Number. (n.d.). Retrieved June 8, 2022, from https://apps.fas.usda.gov/newgainapi/api/report/downloadreportbyfilename?filename=Food%20Service%20%20Hotel%20Restaurant%20Institutional_Taipei%20ATO_Taiwan_12-30-2017.pdf
     8. Statista Research Department (2023, January 19). Influencer marketing worldwide - statistics & facts. Statista. Retrieved January 31, 2023, from https://www.statista.com/topics/2496/influence-marketing/#topicOverview
     9. Kelting, K., & Rice, D. H. (2013). Should we hire David Beckham to endorse our brand? Contextual interference and consumer memory for brands in a celebrity’s endorsement portfolio. Psychology and Marketing, 30(7), 602-613.
     10. Erdogan, B. Z., Baker, M. J., & Tagg, S. (2001). Selecting celebrity endorsers: The practitioner’s perspective. Journal of Advertising Research, 41(3), 39e48.
     11. Carrillat, F. A., d’Astous, A., & Lazure, J. (2013). For better, for worse? What to do when celebrity endorsement goes bad. Journal of Advertising Research, 53(1), 15e30
     12. Taiwanese cuisine. (2021, September 15). Wikipedia. https://en.wikipedia.org/wiki/Taiwanese_cuisine
     13. Filipino cuisine. (n.d.). En.wikivoyage.org. https://en.wikivoyage.org/wiki/Filipino_cuisine
     14. Taiwan`s food and beverage sales smash quarterly records in Q1 - Focus Taiwan. (n.d.). www.focustaiwan.com. https://focustaiwan.tw/business/202204260014
     15. HER, B. K. (2020, May 1). Tantalizing Transformation. Taiwan Today. https://taiwantoday.tw/news.php?post=176117&unit=12
     16. Photo by Eiliv Aceron: https://www.pexels.com/photo/mouthwatering-pork-adobo-with-eggs-beside-the-bowl-of-rice-6896058/
     17. (2018, April 16). Ube Crinkle Cookies. The Sweet & Sour Baker. Retrieved January 2, 2023, from https://thesweetandsourbaker.com/home/2018/4/10/ube-crinkle-cookies
     18. Lechon photo https://stock.adobe.com/tw/search/images?filters%5Bcontent_type%3Aphoto%5D=1&filters%5Bcontent_type%3Aillustration%5D=1&filters%5Bcontent_type%3Azip_vector%5D=1&filters%5Bcontent_type%3Aimage%5D=1&order=relevance&price%5B%24%5D=1&safe_search=1&k=lechon&limit=100&search_page=1&search_type=usertyped&acp=&aco=lechon&get_facets=0&asset_id=238999969
     19. Kare-kare photo https://www.flickr.com/photos/symplex/
     20. Bicol Express https://stock.adobe.com/tw/contributor/201620451/junpinzon?load_type=author&prev_url=detail
     21. Palitaw https://theunlikelybaker.com/palitaw-recipe-filipino-rice-cakes-with-coconut-and-sesame-seeds/
     22. Ice Scramble MZEstuff https://www.etsy.com/au/listing/1061810464/ice-scramble-250g-iskrambol-desserts-ice
     23. Halo-halo Photo By Emma Fishman, Food Styling By Rebecca Jurkevich https://www.bonappetit.com/recipe/halo-halo
     24. Pinakbet Photo https://www.unileverfoodsolutions.com.ph/recipe/pinakbet-with-lechon-kawali-R0082564.html
     25. Pancit Bihon Guisado https://www.unileverfoodsolutions.com.ph/recipe/pancit-guisado-R90011322.html		zh_TW