| dc.contributor.advisor | 徐愛恩 | zh_TW |
| dc.contributor.author (Authors) | 黃靖凱 | zh_TW |
| dc.creator (作者) | 黃靖凱 | zh_TW |
| dc.date (日期) | 2024 | en_US |
| dc.date.accessioned | 1-Jul-2024 12:15:28 (UTC+8) | - |
| dc.date.available | 1-Jul-2024 12:15:28 (UTC+8) | - |
| dc.date.issued (上傳時間) | 1-Jul-2024 12:15:28 (UTC+8) | - |
| dc.identifier (Other Identifiers) | G0111933007 | en_US |
| dc.identifier.uri (URI) | https://nccur.lib.nccu.edu.tw/handle/140.119/151976 | - |
| 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) | 111933007 | zh_TW |
| dc.description.abstract (摘要) | Currently, Taiwanese people are raising awareness of healthy food. Furthermore, Taiwan is currently grappling with the challenge of an aging population, leading to an increase in health issues among older adults. However, healthy food is still not widely available.
Addressing this challenge, "Nu Plate" is considering entering the market targeting health-conscious consumers, busy office workers, fitness enthusiasts, and older adults with special dietary needs.
This thesis aims to assess the feasibility of launching a food delivery service for health-conscious individuals. It examines the market landscape, including the target demographics and potential customers. Furthermore, the financial elements of starting such a service are examined, including initial investments, operating expenses, and pricing strategies. The study indicates a rising demand for the elderly food market, which remains unsaturated. Nonetheless, the company must thoroughly evaluate initial investment, operational costs, and pricing strategy to achieve profitability. | zh_TW |
| dc.description.tableofcontents | Table of Contents
1. Executive Summary 1
2. Introduction and Company Background 2
2.1 Company Overview 2
2.1.1 Name and Logo of the Business 2
2.1.2 Mission 2
2.1.3 Vision 3
2.1.4 Goal of the Business 3
2.2 Key to Success 3
2.2.1 Aging Society and Chronic Diseases 3
2.2.2 Health-conscious bento boxes: The emerging trend 4
2.2.3 Hygienic and Variety of Dishes 4
2.2.4 Convenient Delivery Service 5
2.3 Product Overview 5
2.3.1 Nutrition Balanced 6
2.3.2 Variety with Quality 7
2.3.3 Seamless Delivery 7
2.4 Business Model Canvas 7
2.4.1 Customer Segments 8
2.4.2 Value Propositions 10
2.4.3 Channels 12
2.4.4 Customer Relationships 13
2.4.5 Key Partners 14
2.4.6 Key Activities 15
2.4.7 Key Resources 16
2.4.8 Cost Structure 17
2.4.9 Revenue Streams 19
3. Industry Analysis 19
3.1 Industry Situation 19
3.1.1 The Industry of Food and Beverage in Taiwan 19
3.2 Porter’s Five Forces 21
3.2.1 Bargaining Power of Suppliers 22
3.2.2 Bargaining Power of Buyers 22
3.2.3 Threats of New Entrants 22
3.2.4 Threats of Substitutes 23
3.2.5 Competition of Existing Competitors in the Industry 23
4. Market Analysis 24
4.1 Market Situation 24
4.1.1 Demographic Situation 24
4.1.2 Health Conditions in Taiwan 25
4.1.3 Growing Health Consciousness in Taiwan 25
4.2 Market Research 26
4.2.1 Research Objectives 26
4.2.2 The Scope of Research 27
4.2.3 Research Result 28
4.3 SWOT Analysis 35
4.3.1 Strengths 35
4.3.2 Weaknesses 36
4.3.3 Opportunities 36
4.3.4 Threats 36
5. Marketing Plan 37
5.1 STP Model 37
5.1.1 Segmentation 37
5.1.2 Targeting 37
5.1.3 Positioning 37
5.2 Marketing Mix Strategies 38
5.2.1 Product 38
5.2.2 Price 38
5.2.1 Place 39
5.2.2 Promotion 40
6. Operational Plan 41
6.1 Ordering Process 41
6.2 Supplier Selection 43
6.3 Production 44
6.4 Inventory Management 45
7. Management Team 47
7.1 Organizational Structure 47
7.2 Roles and Responsibilities 47
7.2.1 Founder/CEO/CFO/CMO 47
7.2.4 Head Chef 48
7.2.5 Chef Assistant 48
7.3 Compensation and Benefit 49
8. Financial Analysis 50
8.1 Assumptions 50
8.1.1 Capital Investment 50
8.1.2 Revenue 50
8.1.3 Operating Expenses 51
8.1.4 Selling General, and Administrative (SG&A) 52
8.2 Forecasted Income Statement 52
Reference 58 | zh_TW |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0111933007 | en_US |
| dc.subject (關鍵詞) | 健康 | zh_TW |
| dc.subject (關鍵詞) | 服務 | zh_TW |
| dc.subject (關鍵詞) | Elderly | en_US |
| dc.subject (關鍵詞) | Healthy | en_US |
| dc.subject (關鍵詞) | Office worker | en_US |
| dc.subject (關鍵詞) | Diet | en_US |
| dc.subject (關鍵詞) | Taiwan | en_US |
| dc.title (題名) | 營養盤送餐:台北健康族群的食品外送服務 | zh_TW |
| dc.title (題名) | Nu Plate: Healthy Food Delivery Service in Taipei, Taiwan | en_US |
| dc.type (資料類型) | thesis | en_US |
| dc.relation.reference (參考文獻) | Reference
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