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題名 開設Pirate Mary’s餐廳的商業企劃書
Pirate Mary’s a business plan
作者 金迪恩
Keane, Denis John
貢獻者 何小台
Ho, Chester
金迪恩
Keane, Denis John
關鍵詞 商業企劃書
日期 2009
上傳時間 15-Jun-2010 16:24:47 (UTC+8)
摘要 開設Pirate Mary’s餐廳的商業企劃書
None
1 Executive Summary..........................................................................................3
     1.1 Objectives..................................................................................................................3
     1.2 Mission......................................................................................................................3
     1.3 Keys to Success.........................................................................................................3
     2 Company Summary..........................................................................................4
     2.1 Company Ownership.................................................................................................4
     2.2 Value Statement.........................................................................................................5
     2.3 Start Up Summary.....................................................................................................5
     2.4 Location.....................................................................................................................7
     3 Products ............................................................................................................9
     3.1 Product Description...................................................................................................9
     3.2 The Oil.....................................................................................................................10
     3.3 Competitive Comparison.........................................................................................11
     3.4 Sourcing..................................................................................................................12
     3.5 Future Products.......................................................................................................12
     4 Market Analysis..............................................................................................12
     4.1 What is a Night Market?.........................................................................................13
     4.2 Who is the Customer?.............................................................................................13
     4.3 Why Do They Visit the Night Market?...................................................................13
     4.4 So Who is Our Target Market?................................................................................14
     4.5 Market Conditions...................................................................................................14
     4.6 The Competition......................................................................................................15
     5 Marketing Plan...............................................................................................15
     5.1 Building Brand........................................................................................................16
     5.1.1 Why Pirate Mary`s?..................................................................................16
     5.1.2 What is ""Kawaii""?....................................................................................16
     5.1.3 Developing the Pirate Mary`s Logo..........................................................17
     5.2 Pricing Strategy.......................................................................................................17
     5.3 Marketing Strategy..................................................................................................18
     5.3.1 Susceptibility and Awareness...................................................................19
     ‧
     國
     立
     政
     治
     大
     學
     ‧
     N a t i on a l Ch e n g c h i U n i v e r s i t y
     5.3.2 Interest and Understanding.......................................................................22
     5.3.3 Attitude and Legitimacy...........................................................................22
     5.3.4 Purchase....................................................................................................23
     5.3.5 Trial and Experience.................................................................................23
     5.3.6 Repeat Purchase........................................................................................23
     5.4 On-line Marketing Strategy.....................................................................................23
     5.5 Marketing Budget....................................................................................................26
     6 Implementation...............................................................................................26
     6.1 Kitchen....................................................................................................................26
     6.2 Stall..........................................................................................................................28
     6.3 Logistics..................................................................................................................28
     6.4 Employees...............................................................................................................29
     6.4.1 Employee`s Pay and Incentives................................................................31
     7 Franchising......................................................................................................31
     7.1 Benefits to Pirate Mary`s by Franchising................................................................32
     7.2 Benefits to the Franchisee.......................................................................................33
     7.3 Selecting the Franchisee..........................................................................................33
     7.4 The Franchise Model...............................................................................................34
     7.5 Roll Out...................................................................................................................36
     8 Financial Statements......................................................................................37
     8.1 Sales Forecast..........................................................................................................37
     8.2 Break-even Analysis................................................................................................38
     8.3 Cash Flow Statement...............................................................................................40
     8.4 Income Statement.....................................................................................41
     Appendices.........................................................................................................42
     References...........................................................................................................51
參考文獻 Alon, I. (2005). Service Franchising: A Global Perspective (1 ed.). New York: Springer.
Chang, J., Hsieh, A.T. (2006) Leisure Motives of Eating Out in Night Markets. Journal of
Business Research, Volume 59, Issue 12, Pages 1276-1278
Grunhagen, M., & Dorsch, M. J. (2003). Does the Franchisor Provide Value to the
Franchisees? Past Current and Future Value Assessments of Two Franchise Types.
Journal of Small Business Management, 41(4), 366-384.
Her, K. (2008) A Taste of the Night. Taiwan Review, Volume 58, Issue 5, Page 10-14.
Hsieh, A.T., Chang, J. (2006) Shopping and Tourist Night Markets in Taiwan. Tourism
Management, Volume 27, Issue 1, Pages 138-145
Kawasaki, G. (2004). The Art of the Start: The Time-Tested, Battle-Hardened Guide for
Anyone Starting Anything. Ottawa: Portfolio Hardcover.
Kestenbaum, H. (2008). So You Want to Franchise Your Business (1 ed.). Irvine, CA:
Entrepreneur Press.
Levinson, J. C. (1990). Guerrilla Marketing Weapons: 100 Affordable Marketing Methods.
New York: Plume.
Mercer. (1996). Marketing (2 ed.). Malden, MA: Wiley-Blackwell.
Ni, L., Alon, I., & Dant, R. P. (2009, September). US-Based Fast Food Restaurants: Factors
Influencing International Expansion of Franchise Systems. Paper presented at the
Fourth International Conference on Economics and Management of Networks,
Sarajevo, Bosnia and Herzegovina.
Yu, S.D. "Hot and Noisy: Taiwan`s Night Market Culture" in Jordan, D.K., Andrew D.M.,
Moskowitz, M.L., (eds.)(2004) The Minor Arts of Daily Life: Popular Culture in
Taiwan , Honolulu: Univ. of Hawai`i Press
‧
國
立
政
治
大
學
‧
N a t i on a l Ch e n g c h i U n i v e r s i t y
Roach, M. (December, 1999) Cute Inc. WIRED Magazine.
Taipei City finds issue with frying oil at fast food outlets. (2009, July 10).
Taiwan News, pp. 1.
Taiwan`s tourism revenues up 13.85% in 2008: official tallies. (2009, July 10).
The China Post, pp. 2.
Taiwan McDonald`s issues statement to clarify oil dispute. (2009, June 26).
Taiwan News, pp. 2.
All About Cooking Oils. Pressure Cooker Recipes. Retrieved December 9, 2009, from http://
missvickie.com/howto/spices/oils.html#%20Oils%20for%20Frying
Eldon, E. Facebook Gains More Ground in Southeast Asia. Retrieved September 2, 2009,
from http://www.insidefacebook.com/2009/09/02/facebook-gains-more-ground-insoutheast-
asia/
Stephens, S. (2008, October 23) Burger King, McDonald`s, recession-proof? Retrieved
October 23, 2008, from http://www.thedeal.com/corporatedealmaker/2008/10/
Taiwan to Fine McDonald`s, Dominos for Arsenic in Frying Oil. Retrieved July 13, 2009,
from http://www.earthtimes.org/articles/show/277199,taiwan-to-fine-mcdonaldsdominos-
pizza-for-arsenic-in-frying-oil.html
描述 碩士
國立政治大學
國際經營管理碩士班(IMBA)
95933028
98
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0959330281
資料類型 thesis
dc.contributor.advisor 何小台zh_TW
dc.contributor.advisor Ho, Chesteren_US
dc.contributor.author (Authors) 金迪恩zh_TW
dc.contributor.author (Authors) Keane, Denis Johnen_US
dc.creator (作者) 金迪恩zh_TW
dc.creator (作者) Keane, Denis Johnen_US
dc.date (日期) 2009en_US
dc.date.accessioned 15-Jun-2010 16:24:47 (UTC+8)-
dc.date.available 15-Jun-2010 16:24:47 (UTC+8)-
dc.date.issued (上傳時間) 15-Jun-2010 16:24:47 (UTC+8)-
dc.identifier (Other Identifiers) G0959330281en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/38446-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 國際經營管理碩士班(IMBA)zh_TW
dc.description (描述) 95933028zh_TW
dc.description (描述) 98zh_TW
dc.description.abstract (摘要) 開設Pirate Mary’s餐廳的商業企劃書zh_TW
dc.description.abstract (摘要) Noneen_US
dc.description.abstract (摘要) 1 Executive Summary..........................................................................................3
     1.1 Objectives..................................................................................................................3
     1.2 Mission......................................................................................................................3
     1.3 Keys to Success.........................................................................................................3
     2 Company Summary..........................................................................................4
     2.1 Company Ownership.................................................................................................4
     2.2 Value Statement.........................................................................................................5
     2.3 Start Up Summary.....................................................................................................5
     2.4 Location.....................................................................................................................7
     3 Products ............................................................................................................9
     3.1 Product Description...................................................................................................9
     3.2 The Oil.....................................................................................................................10
     3.3 Competitive Comparison.........................................................................................11
     3.4 Sourcing..................................................................................................................12
     3.5 Future Products.......................................................................................................12
     4 Market Analysis..............................................................................................12
     4.1 What is a Night Market?.........................................................................................13
     4.2 Who is the Customer?.............................................................................................13
     4.3 Why Do They Visit the Night Market?...................................................................13
     4.4 So Who is Our Target Market?................................................................................14
     4.5 Market Conditions...................................................................................................14
     4.6 The Competition......................................................................................................15
     5 Marketing Plan...............................................................................................15
     5.1 Building Brand........................................................................................................16
     5.1.1 Why Pirate Mary`s?..................................................................................16
     5.1.2 What is ""Kawaii""?....................................................................................16
     5.1.3 Developing the Pirate Mary`s Logo..........................................................17
     5.2 Pricing Strategy.......................................................................................................17
     5.3 Marketing Strategy..................................................................................................18
     5.3.1 Susceptibility and Awareness...................................................................19
     ‧
     國
     立
     政
     治
     大
     學
     ‧
     N a t i on a l Ch e n g c h i U n i v e r s i t y
     5.3.2 Interest and Understanding.......................................................................22
     5.3.3 Attitude and Legitimacy...........................................................................22
     5.3.4 Purchase....................................................................................................23
     5.3.5 Trial and Experience.................................................................................23
     5.3.6 Repeat Purchase........................................................................................23
     5.4 On-line Marketing Strategy.....................................................................................23
     5.5 Marketing Budget....................................................................................................26
     6 Implementation...............................................................................................26
     6.1 Kitchen....................................................................................................................26
     6.2 Stall..........................................................................................................................28
     6.3 Logistics..................................................................................................................28
     6.4 Employees...............................................................................................................29
     6.4.1 Employee`s Pay and Incentives................................................................31
     7 Franchising......................................................................................................31
     7.1 Benefits to Pirate Mary`s by Franchising................................................................32
     7.2 Benefits to the Franchisee.......................................................................................33
     7.3 Selecting the Franchisee..........................................................................................33
     7.4 The Franchise Model...............................................................................................34
     7.5 Roll Out...................................................................................................................36
     8 Financial Statements......................................................................................37
     8.1 Sales Forecast..........................................................................................................37
     8.2 Break-even Analysis................................................................................................38
     8.3 Cash Flow Statement...............................................................................................40
     8.4 Income Statement.....................................................................................41
     Appendices.........................................................................................................42
     References...........................................................................................................51		-
dc.description.tableofcontents 1 Executive Summary..........................................................................................3
     1.1 Objectives..................................................................................................................3
     1.2 Mission......................................................................................................................3
     1.3 Keys to Success.........................................................................................................3
     2 Company Summary..........................................................................................4
     2.1 Company Ownership.................................................................................................4
     2.2 Value Statement.........................................................................................................5
     2.3 Start Up Summary.....................................................................................................5
     2.4 Location.....................................................................................................................7
     3 Products ............................................................................................................9
     3.1 Product Description...................................................................................................9
     3.2 The Oil.....................................................................................................................10
     3.3 Competitive Comparison.........................................................................................11
     3.4 Sourcing..................................................................................................................12
     3.5 Future Products.......................................................................................................12
     4 Market Analysis..............................................................................................12
     4.1 What is a Night Market?.........................................................................................13
     4.2 Who is the Customer?.............................................................................................13
     4.3 Why Do They Visit the Night Market?...................................................................13
     4.4 So Who is Our Target Market?................................................................................14
     4.5 Market Conditions...................................................................................................14
     4.6 The Competition......................................................................................................15
     5 Marketing Plan...............................................................................................15
     5.1 Building Brand........................................................................................................16
     5.1.1 Why Pirate Mary`s?..................................................................................16
     5.1.2 What is "Kawaii"?....................................................................................16
     5.1.3 Developing the Pirate Mary`s Logo..........................................................17
     5.2 Pricing Strategy.......................................................................................................17
     5.3 Marketing Strategy..................................................................................................18
     5.3.1 Susceptibility and Awareness...................................................................19
     ‧
     國
     立
     政
     治
     大
     學
     ‧
     N a t i on a l Ch e n g c h i U n i v e r s i t y
     5.3.2 Interest and Understanding.......................................................................22
     5.3.3 Attitude and Legitimacy...........................................................................22
     5.3.4 Purchase....................................................................................................23
     5.3.5 Trial and Experience.................................................................................23
     5.3.6 Repeat Purchase........................................................................................23
     5.4 On-line Marketing Strategy.....................................................................................23
     5.5 Marketing Budget....................................................................................................26
     6 Implementation...............................................................................................26
     6.1 Kitchen....................................................................................................................26
     6.2 Stall..........................................................................................................................28
     6.3 Logistics..................................................................................................................28
     6.4 Employees...............................................................................................................29
     6.4.1 Employee`s Pay and Incentives................................................................31
     7 Franchising......................................................................................................31
     7.1 Benefits to Pirate Mary`s by Franchising................................................................32
     7.2 Benefits to the Franchisee.......................................................................................33
     7.3 Selecting the Franchisee..........................................................................................33
     7.4 The Franchise Model...............................................................................................34
     7.5 Roll Out...................................................................................................................36
     8 Financial Statements......................................................................................37
     8.1 Sales Forecast..........................................................................................................37
     8.2 Break-even Analysis................................................................................................38
     8.3 Cash Flow Statement...............................................................................................40
     8.4 Income Statement.....................................................................................41
     Appendices.........................................................................................................42
     References...........................................................................................................51		zh_TW
dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0959330281en_US
dc.subject (關鍵詞) 商業企劃書zh_TW
dc.title (題名) 開設Pirate Mary’s餐廳的商業企劃書zh_TW
dc.title (題名) Pirate Mary’s a business planen_US
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) Alon, I. (2005). Service Franchising: A Global Perspective (1 ed.). New York: Springer.zh_TW
dc.relation.reference (參考文獻) Chang, J., Hsieh, A.T. (2006) Leisure Motives of Eating Out in Night Markets. Journal ofzh_TW
dc.relation.reference (參考文獻) Business Research, Volume 59, Issue 12, Pages 1276-1278zh_TW
dc.relation.reference (參考文獻) Grunhagen, M., & Dorsch, M. J. (2003). Does the Franchisor Provide Value to thezh_TW
dc.relation.reference (參考文獻) Franchisees? Past Current and Future Value Assessments of Two Franchise Types.zh_TW
dc.relation.reference (參考文獻) Journal of Small Business Management, 41(4), 366-384.zh_TW
dc.relation.reference (參考文獻) Her, K. (2008) A Taste of the Night. Taiwan Review, Volume 58, Issue 5, Page 10-14.zh_TW
dc.relation.reference (參考文獻) Hsieh, A.T., Chang, J. (2006) Shopping and Tourist Night Markets in Taiwan. Tourismzh_TW
dc.relation.reference (參考文獻) Management, Volume 27, Issue 1, Pages 138-145zh_TW
dc.relation.reference (參考文獻) Kawasaki, G. (2004). The Art of the Start: The Time-Tested, Battle-Hardened Guide forzh_TW
dc.relation.reference (參考文獻) Anyone Starting Anything. Ottawa: Portfolio Hardcover.zh_TW
dc.relation.reference (參考文獻) Kestenbaum, H. (2008). So You Want to Franchise Your Business (1 ed.). Irvine, CA:zh_TW
dc.relation.reference (參考文獻) Entrepreneur Press.zh_TW
dc.relation.reference (參考文獻) Levinson, J. C. (1990). Guerrilla Marketing Weapons: 100 Affordable Marketing Methods.zh_TW
dc.relation.reference (參考文獻) New York: Plume.zh_TW
dc.relation.reference (參考文獻) Mercer. (1996). Marketing (2 ed.). Malden, MA: Wiley-Blackwell.zh_TW
dc.relation.reference (參考文獻) Ni, L., Alon, I., & Dant, R. P. (2009, September). US-Based Fast Food Restaurants: Factorszh_TW
dc.relation.reference (參考文獻) Influencing International Expansion of Franchise Systems. Paper presented at thezh_TW
dc.relation.reference (參考文獻) Fourth International Conference on Economics and Management of Networks,zh_TW
dc.relation.reference (參考文獻) Sarajevo, Bosnia and Herzegovina.zh_TW
dc.relation.reference (參考文獻) Yu, S.D. "Hot and Noisy: Taiwan`s Night Market Culture" in Jordan, D.K., Andrew D.M.,zh_TW
dc.relation.reference (參考文獻) Moskowitz, M.L., (eds.)(2004) The Minor Arts of Daily Life: Popular Culture inzh_TW
dc.relation.reference (參考文獻) Taiwan , Honolulu: Univ. of Hawai`i Presszh_TW
dc.relation.reference (參考文獻) ‧zh_TW
dc.relation.reference (參考文獻) 國zh_TW
dc.relation.reference (參考文獻) 立zh_TW
dc.relation.reference (參考文獻) 政zh_TW
dc.relation.reference (參考文獻) 治zh_TW
dc.relation.reference (參考文獻) 大zh_TW
dc.relation.reference (參考文獻) 學zh_TW
dc.relation.reference (參考文獻) ‧zh_TW
dc.relation.reference (參考文獻) N a t i on a l Ch e n g c h i U n i v e r s i t yzh_TW
dc.relation.reference (參考文獻) Roach, M. (December, 1999) Cute Inc. WIRED Magazine.zh_TW
dc.relation.reference (參考文獻) Taipei City finds issue with frying oil at fast food outlets. (2009, July 10).zh_TW
dc.relation.reference (參考文獻) Taiwan News, pp. 1.zh_TW
dc.relation.reference (參考文獻) Taiwan`s tourism revenues up 13.85% in 2008: official tallies. (2009, July 10).zh_TW
dc.relation.reference (參考文獻) The China Post, pp. 2.zh_TW
dc.relation.reference (參考文獻) Taiwan McDonald`s issues statement to clarify oil dispute. (2009, June 26).zh_TW
dc.relation.reference (參考文獻) Taiwan News, pp. 2.zh_TW
dc.relation.reference (參考文獻) All About Cooking Oils. Pressure Cooker Recipes. Retrieved December 9, 2009, from http://zh_TW
dc.relation.reference (參考文獻) missvickie.com/howto/spices/oils.html#%20Oils%20for%20Fryingzh_TW
dc.relation.reference (參考文獻) Eldon, E. Facebook Gains More Ground in Southeast Asia. Retrieved September 2, 2009,zh_TW
dc.relation.reference (參考文獻) from http://www.insidefacebook.com/2009/09/02/facebook-gains-more-ground-insoutheast-zh_TW
dc.relation.reference (參考文獻) asia/zh_TW
dc.relation.reference (參考文獻) Stephens, S. (2008, October 23) Burger King, McDonald`s, recession-proof? Retrievedzh_TW
dc.relation.reference (參考文獻) October 23, 2008, from http://www.thedeal.com/corporatedealmaker/2008/10/zh_TW
dc.relation.reference (參考文獻) Taiwan to Fine McDonald`s, Dominos for Arsenic in Frying Oil. Retrieved July 13, 2009,zh_TW
dc.relation.reference (參考文獻) from http://www.earthtimes.org/articles/show/277199,taiwan-to-fine-mcdonaldsdominos-zh_TW
dc.relation.reference (參考文獻) pizza-for-arsenic-in-frying-oil.htmlzh_TW