| dc.contributor.advisor | 吳文傑 | zh_TW |
| dc.contributor.advisor | Wu, Jack | en_US |
| dc.contributor.author (Authors) | 陳浩仁 | zh_TW |
| dc.contributor.author (Authors) | Chen, Hao-Jen | en_US |
| dc.creator (作者) | 陳浩仁 | zh_TW |
| dc.creator (作者) | Chen, Hao-Jen | en_US |
| dc.date (日期) | 2010 | en_US |
| dc.date.accessioned | 29-Sep-2011 18:20:24 (UTC+8) | - |
| dc.date.available | 29-Sep-2011 18:20:24 (UTC+8) | - |
| dc.date.issued (上傳時間) | 29-Sep-2011 18:20:24 (UTC+8) | - |
| dc.identifier (Other Identifiers) | G0098933002 | en_US |
| dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/50969 | - |
| 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) | 98933002 | zh_TW |
| dc.description (描述) | 99 | zh_TW |
| dc.description.abstract (摘要) | CHIPOTLE Mexican Grill Taipei (hereafter will be abbreviated as “CMGT”) plans to open in Fall 2012 and will be located in the Xinyi District of Taipei, Taiwan. CHIPOTLE Mexican Grill Taipei will seek to capitalize on the growing interest in Mexican food by introducing to Taipei a decent but affordable choice of Mexican Grill – CHIPOTLE (NYSE: CMG). As one the most successful Mexican fast food chain restaurants in the United States, CHIPOTLE currently has no stores in Taiwan. As with other CHIPOTLE stores in the United States, CHIPOTLE Mexican Grill Taipei will serve a short list of menu but long on options, and is dedicated to become the number one choice of Mexican fast food for residents, workers and visitors in the Xinyi District as well as the metropolitan Taipei. Under the Corporation Law of Taiwan, CHIPOTLE Mexican Grill Taipei will be a limited liability corporation owned by Buzz Chen and Hughes Chen and two private investors. Both Buzz and Hughes have long been interested in bringing the CHIPOTLE dinning experience, which they both enjoyed a lot when studying in the United States, to Taiwan. Buzz, who has previously studied and worked in the San Francisco Bay Area of the United States and Shanghai China, is a soon-to-be MBA graduate of NCCU Taipei. Hughes, on the other hand, received his PH.D. in marketing from the University of Maryland and has worked part-time as a business consultant on numerous projects. CHIPOTLE Mexican Grill Taipei will seek to lease a space approximately 25 pings (坪) in the Xinyi District of Taipei. The Xinyi District is so called the “Manhattan of Taipei” where a number of financial institutions of both foreign and local have established their Taipei headquarters in, hence is very heavy with people traffic especially during lunch and dinner hours. An initial amount of NTD 4.54 million will be required for start-up, where Buzz and Hughes will each contribute NTD 1.16 million, and the private investors will contribute NTD 1.11 million each. | zh_TW |
| dc.description.abstract (摘要) | 1.0 Executive Summary – objectives and mission 1 2.0 Introduction 3 What is Burrito? 3 What is Chipotle Mexican Grill? 3 Why open a Chipotle in Taipei? 4 3.0 The Market 6 Historical background of Taiwan’s food culture 6 The two trends 6 CMGT’s targeted customers 9 Dining customs of Taiwanese consumers and its implications for CMGT 11 The competition 11 4.0 The Business Model 16 The management 17 Competitive advantages 17 Proposal 18 SWOT 21 5.0 Company Overview & Strategy 22 Name, Brand and Signage 22 Location 22 Menu and Product Offerings 22 Food sourcing 24 Pricing 24 Franchising 25 Store environment 25 Promotional and advertisement 26 Staffing 27 Entry and growth 28 6.0 Financials 30 Revenue projections 30 Profit & loss projections 31 Pro forma cash flow 32 Pro forma balance sheet 33 Break-even analysis 34 7.0 Conclusion 36 Appendix 38 References 44 | - |
| dc.description.tableofcontents | 1.0 Executive Summary – objectives and mission 1 2.0 Introduction 3 What is Burrito? 3 What is Chipotle Mexican Grill? 3 Why open a Chipotle in Taipei? 4 3.0 The Market 6 Historical background of Taiwan’s food culture 6 The two trends 6 CMGT’s targeted customers 9 Dining customs of Taiwanese consumers and its implications for CMGT 11 The competition 11 4.0 The Business Model 16 The management 17 Competitive advantages 17 Proposal 18 SWOT 21 5.0 Company Overview & Strategy 22 Name, Brand and Signage 22 Location 22 Menu and Product Offerings 22 Food sourcing 24 Pricing 24 Franchising 25 Store environment 25 Promotional and advertisement 26 Staffing 27 Entry and growth 28 6.0 Financials 30 Revenue projections 30 Profit & loss projections 31 Pro forma cash flow 32 Pro forma balance sheet 33 Break-even analysis 34 7.0 Conclusion 36 Appendix 38 References 44 | zh_TW |
| dc.language.iso | en_US | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0098933002 | en_US |
| dc.subject (關鍵詞) | CHIPOTLE | zh_TW |
| dc.subject (關鍵詞) | 墨西哥餐廳 | zh_TW |
| dc.subject (關鍵詞) | 商業計畫 | zh_TW |
| dc.title (題名) | CHIPOTLE 墨西哥餐廳台北店商業計畫 | zh_TW |
| dc.title (題名) | Chipotle Mexican Grill Taipei business plan | en_US |
| dc.type (資料類型) | thesis | en |
| dc.relation.reference (參考文獻) | 1. Official Web Portal, Chipotle.com: What is food with integrity?. Retrieved on May 2, 2011, from National Chengchi University: http://www.chipotle.com/en-US/fwi/fwi.aspx | zh_TW |
| dc.relation.reference (參考文獻) | 2. Official Web Portal, Wikipedia: Burrito. Retrieved on May 2, 2011, from National Chengchi University: | zh_TW |
| dc.relation.reference (參考文獻) | http://en.wikipedia.org/wiki/Burrito | zh_TW |
| dc.relation.reference (參考文獻) | 3. Official Web Portal, Wikipedia: Chipotle Mexican Grill. Retrieved on May 2, 2011, from National Chengchi University: | zh_TW |
| dc.relation.reference (參考文獻) | http://en.wikipedia.org/wiki/Chipotle_Mexican_Grill | zh_TW |
| dc.relation.reference (參考文獻) | 4. Official Web Portal, Department of Statistics, Ministry of Economic Affairs: Domestic Statistics. Retrieved on May 2, 2011, from National Chengchi University: | zh_TW |
| dc.relation.reference (參考文獻) | http://2k3dmz2.moea.gov.tw/gnweb/News/wFrmNews.aspx?id=NEWS_03&no=3 | zh_TW |
| dc.relation.reference (參考文獻) | 5. Official Web Portal, Council of Labor Affairs: Statistics on Foreign Professionals. Retrieved on May 2, 2011, from National Chengchi University: | zh_TW |
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| dc.relation.reference (參考文獻) | 6. Official Web Portal, Xinyi District Office: Statistics on Population. Retrieved on May 2, 2011, from National Chengchi University: | zh_TW |
| dc.relation.reference (參考文獻) | http://www.xyhr.taipei.gov.tw/MP_102071.html | zh_TW |
| dc.relation.reference (參考文獻) | 7. Official Web Portal, Wikipedia: Chili’s. Retrieved on May 2, 2011, from National Chengchi University: | zh_TW |
| dc.relation.reference (參考文獻) | http://en.wikipedia.org/wiki/Chili`s | zh_TW |
| dc.relation.reference (參考文獻) | 8. Official Web Portal, Wikipedia: Subway (restaurant). Retrieved on May 2, 2011, from National Chengchi University: | zh_TW |
| dc.relation.reference (參考文獻) | http://en.wikipedia.org/wiki/Subway_(restaurant) | zh_TW |
| dc.relation.reference (參考文獻) | 9. 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. | zh_TW |
