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題名 印度的連鎖飲料業研究
Beverage Chain in India
作者 高士凱
Goel, Shikhar
貢獻者 沈永正
Shen, Yung Cheng
高士凱
Goel, Shikhar
關鍵詞 印度
連鎖飲料業
India
Beverage Chain
日期 2012
上傳時間 1-Jul-2013 17:11:21 (UTC+8)
摘要 The promoters propose to establish a new brand of beverage chain in the Indian sub-continent, which as of now is an alien idea to ninety nine percent of population in this region. We aim to take advantage of the newly opened, one of the fastest growing economy. More than 250 million middle class household and penetrating fast food culture in this region makes it a lucrative prospect.
Country, where the beverage selling sector is still predominantly unorganized and consists of local vendors and juice stalls, also sees success stories with chains like the Mc Donalds, Café Coffee Day and Barista. We have developed a business model keeping in mind the purchasing capacity of mass consumer, international appeal of Asia and West to consumers, need for hygiene standards and operations of organized retail chain. We will be providing the missing link of innovative, freshly prepared ready to drink, take away concept.
Our collaborative team consists of entrepreneurs of Indian and Overseas Chinese origin, who understand the potential of already super successful business model of bubble tea business in Taiwan and China. The team worked to modify the business model to suit the local flavor of the Indian sub-continent and achieve economies of scale to make it commercially viable.
Not just the bubble milk tea, company aims to provide many more missing value propositions from the market such as affordable take away concept (with colorful plastic glasses, heat sealed to prevent any kind of spillage by our specially imported machine from China), Innovative mock tails, introducing green tea culture in India, provide health alternative to carbonated drinks, provide hygienic alternative to local juice stalls, provide kids friendly drinks to kids.
This business model is a huge success in the far eastern countries and has been successfully implemented in USA and Western Europe. International companies like the Chatime have so far opened 4 retail stores in India but they mainly target upscale locations and are offered at premium prices. Their launch gives us the confidence that this concept has been well received by Indian customers and we can successfully market it in mass market.
Plan proposes to start from one kiosk in the National Capital Region of the India with aim to open a second one by the start of summer 2014. By that time team aims to have learnt from all the teething problems and to manage all the procurement from Indian suppliers. We then aim to move in to our next major plan of franchising to different business partners across India. Our final expansion plan will be implemented in year 2015 to cover all the other 6 countries of Indian sub-continent like Pakistan, Sri Lanka, Bangladesh, Maldives, Nepal and Bhutan.
The initial investment and working capital to start the business shop is estimated to be approximately USD 36,500 which will be funded by owners’ capital and bank loan.
The Chill Factor Cafe has a positive NVP of USD 637,128 which indicates that project is significantly profitable and has a huge chance of expansion across the Indian sub-continent.
參考文獻 I. http://www.mckinsey.com/Insights/MGI/In_the_news/Next_big_spenders_Indian_middle_class
II. http://timesofindia.indiatimes.com/business/india-business/Eating-out-Indians-cook-up-48-billion-food-business/articleshow/20321889.cms?intenttarget=no
III. http://www.barista.co.in/users/index.aspx
IV. http://www.cafecoffeeday.com/
V. http://www.starbucks.in/about-us/company-information/newsroom
VI. http://www.chatimecafe.com/
VII. http://www.economist.com/node/17147648?story_id=17147648&fsrc=rss
VIII. http://www.indexmundi.com/india/economy_profile.html
IX. http://timesofindia.indiatimes.com/business/india-business/Eating-out-Indians-cook-up-48-billion-food-business/articleshow/20321889.cms?intenttarget=no
X. http://www.livemint.com/Consumer/ToSZL7ieZOMaWIvJAPSYpI/TV-viewing-habits-see-a-slow-shift.html
XI. http://books.google.com.tw/books?id=6lBKowR6ReoC&pg=PA528&lpg=PA528&dq=Shops+and+Establishments+Act,+1953&source=bl&ots=mxveiuzqg4&sig=49mw7b1GWvQE2zKF1itN96Jzn-M&hl=en&sa=X&ei=GcepUaveIMWAkQXQ_oHIAQ&ved=0CDUQ6AEwAg#v=onepage&q=Shops%20and%20Establishments%20Act%2C%201953&f=false
XII. http://www.chatime.com.au/about_us.php
XIII. http://www.zomato.com/ncr/chatime-sarojini-nagar-delhi/info#tabtop
XIV. http://forbesindia.com/article/big-bet/vg-siddhartha-is-branching-out/26282/0?id=26282&pg=0
XV. http://www.iipmthinktank.com/functions/marketing/compartive.pdf
XVI. http://www.iipmthinktank.com/functions/marketing/compartive.pdf
XVII. https://docs.google.com/forms/d/19aZvq50108mq8IQTYguL9tmU-A49uDXYscyGQ2xK9ns/viewanalytics
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)
100933033
101
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0100933033
資料類型 thesis
dc.contributor.advisor 沈永正zh_TW
dc.contributor.advisor Shen, Yung Chengen_US
dc.contributor.author (Authors) 高士凱zh_TW
dc.contributor.author (Authors) Goel, Shikharen_US
dc.creator (作者) 高士凱zh_TW
dc.creator (作者) Goel, Shikharen_US
dc.date (日期) 2012en_US
dc.date.accessioned 1-Jul-2013 17:11:21 (UTC+8)-
dc.date.available 1-Jul-2013 17:11:21 (UTC+8)-
dc.date.issued (上傳時間) 1-Jul-2013 17:11:21 (UTC+8)-
dc.identifier (Other Identifiers) G0100933033en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/58681-
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) 100933033zh_TW
dc.description (描述) 101zh_TW
dc.description.abstract (摘要) The promoters propose to establish a new brand of beverage chain in the Indian sub-continent, which as of now is an alien idea to ninety nine percent of population in this region. We aim to take advantage of the newly opened, one of the fastest growing economy. More than 250 million middle class household and penetrating fast food culture in this region makes it a lucrative prospect.
Country, where the beverage selling sector is still predominantly unorganized and consists of local vendors and juice stalls, also sees success stories with chains like the Mc Donalds, Café Coffee Day and Barista. We have developed a business model keeping in mind the purchasing capacity of mass consumer, international appeal of Asia and West to consumers, need for hygiene standards and operations of organized retail chain. We will be providing the missing link of innovative, freshly prepared ready to drink, take away concept.
Our collaborative team consists of entrepreneurs of Indian and Overseas Chinese origin, who understand the potential of already super successful business model of bubble tea business in Taiwan and China. The team worked to modify the business model to suit the local flavor of the Indian sub-continent and achieve economies of scale to make it commercially viable.
Not just the bubble milk tea, company aims to provide many more missing value propositions from the market such as affordable take away concept (with colorful plastic glasses, heat sealed to prevent any kind of spillage by our specially imported machine from China), Innovative mock tails, introducing green tea culture in India, provide health alternative to carbonated drinks, provide hygienic alternative to local juice stalls, provide kids friendly drinks to kids.
This business model is a huge success in the far eastern countries and has been successfully implemented in USA and Western Europe. International companies like the Chatime have so far opened 4 retail stores in India but they mainly target upscale locations and are offered at premium prices. Their launch gives us the confidence that this concept has been well received by Indian customers and we can successfully market it in mass market.
Plan proposes to start from one kiosk in the National Capital Region of the India with aim to open a second one by the start of summer 2014. By that time team aims to have learnt from all the teething problems and to manage all the procurement from Indian suppliers. We then aim to move in to our next major plan of franchising to different business partners across India. Our final expansion plan will be implemented in year 2015 to cover all the other 6 countries of Indian sub-continent like Pakistan, Sri Lanka, Bangladesh, Maldives, Nepal and Bhutan.
The initial investment and working capital to start the business shop is estimated to be approximately USD 36,500 which will be funded by owners’ capital and bank loan.
The Chill Factor Cafe has a positive NVP of USD 637,128 which indicates that project is significantly profitable and has a huge chance of expansion across the Indian sub-continent.		en_US
dc.description.tableofcontents 1. Executive Summary 1
1.1. Company name 1
1.2. Brand 1
1.3. Industry 1
1.4. Business Model 1
1.5. Expected Launch Date 1
1.6. Location 1
1.7. Vision 1
1.8. Mission 1
1.9. Profile of the Company`s Management 1
1.10. Objectives 2
1.11. Financial Requirements 2
2. The Business Background: Overview 3
2.1. The Business: History and Background 3
2.2. The Product and Service 3
2.3. Market 3
2.4. Supply 4
3. The Market 5
3.1. Overview 5
3.1.1. Literature on Fast Food Consumption in India 5
3.1.2. Difference from Other Beverage Chains in Target Market 6
3.1.3. Our Customers 6
3.1.4. Value Propositions Offered to Our Customer 7
3.1.5. Size of the Market 7
3.1.6. Market Structure 7
3.2. PEST analysis 8
3.2.1. Political 8
3.2.2. Economic 8
3.2.3. Socio-Cultural Factors 9
3.2.4. Technological Factors 10
3.2.5. Environmental 11
3.2.6. Legal Factors 11
3.3. Porters Five Force Analysis 13
3.3.1. Threat of New Entrants: Moderate 13
3.3.2. Threat of Substitute Products or Services: Moderate 13
3.3.3. Competitive Rivalry: Low 14
3.3.4. Bargaining Power of Supplier: Low 15
3.3.5. Bargaining Power of Customers: Moderate 15
3.4. Competitor Analysis 15
3.4.1. Chatime India: Same Concept but Premium Segment 17
3.4.2. Café Coffee Day: Same Target Market but Different Business Model 20
3.4.3. Barista Coffee- Substitute Product within Niche Market 24
3.4.4. Strategic Implications of Competitors Analysis 28
3.5. SWOT Analysis 29
3.6. The Business Model Canvas 30
4. Segmentation, Target and Positioning 31
4.1. Customer Profiling: Segmentation 31
4.2. Target Market 32
4.3. Positioning 33
5. Marketing Mix 34
5.1. Product 34
5.2. Pricing 35
5.3. Place 35
5.4. Promotion Strategies 36
6. Product Offerings: Chill Factor Cafe 38
7. Operations 39
7.1. Supply 40
7.2. Systems 42
7.3. Location and Environment 42
7.4. Regulatory Control 43
8. Staff Positions and Division of Work 44
9. Management Summary 46
10. Entry and Growth Strategy 47
10.1. 1 to 6 Months: Launch Phase 47
10.2. Expansion Plan in Summer 2014 47
10.3. Start of Franchise Business by January 2015: Domestic Franchise 47
10.4. International Franchise by End of 2016 48
11. Demand Forecast 50
12. Financial Projections 51
12.1. Cost of Goods Sold 51
12.2. Operation and Administrative Expenses 51
12.3. Initial Investment 52
12.4. Funding 52
12.5. Break Even Analysis 53
12.6. Income Statement 54
12.7. Cash Flow Statement: INR 55
12.8. Cash Flow Statement: USD 56
12.9. Net Present Value Analysis 57
13. Potential Risks 58
14. Conclusion 60
15. References 61
16. Appendixes 62
16.1. Appendix 1 62
16.2. Appendix 2 63
16.3. Appendix 3 64
16.4. Appendix 4 65
16.5. Appendix 5 67
16.6. Appendix 6 68
16.7. Appendix 7 69		zh_TW
dc.format.extent 2485946 bytes-
dc.format.mimetype application/pdf-
dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0100933033en_US
dc.subject (關鍵詞) 印度zh_TW
dc.subject (關鍵詞) 連鎖飲料業zh_TW
dc.subject (關鍵詞) Indiaen_US
dc.subject (關鍵詞) Beverage Chainen_US
dc.title (題名) 印度的連鎖飲料業研究zh_TW
dc.title (題名) Beverage Chain in Indiaen_US
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) I. http://www.mckinsey.com/Insights/MGI/In_the_news/Next_big_spenders_Indian_middle_class
II. http://timesofindia.indiatimes.com/business/india-business/Eating-out-Indians-cook-up-48-billion-food-business/articleshow/20321889.cms?intenttarget=no
III. http://www.barista.co.in/users/index.aspx
IV. http://www.cafecoffeeday.com/
V. http://www.starbucks.in/about-us/company-information/newsroom
VI. http://www.chatimecafe.com/
VII. http://www.economist.com/node/17147648?story_id=17147648&fsrc=rss
VIII. http://www.indexmundi.com/india/economy_profile.html
IX. http://timesofindia.indiatimes.com/business/india-business/Eating-out-Indians-cook-up-48-billion-food-business/articleshow/20321889.cms?intenttarget=no
X. http://www.livemint.com/Consumer/ToSZL7ieZOMaWIvJAPSYpI/TV-viewing-habits-see-a-slow-shift.html
XI. http://books.google.com.tw/books?id=6lBKowR6ReoC&pg=PA528&lpg=PA528&dq=Shops+and+Establishments+Act,+1953&source=bl&ots=mxveiuzqg4&sig=49mw7b1GWvQE2zKF1itN96Jzn-M&hl=en&sa=X&ei=GcepUaveIMWAkQXQ_oHIAQ&ved=0CDUQ6AEwAg#v=onepage&q=Shops%20and%20Establishments%20Act%2C%201953&f=false
XII. http://www.chatime.com.au/about_us.php
XIII. http://www.zomato.com/ncr/chatime-sarojini-nagar-delhi/info#tabtop
XIV. http://forbesindia.com/article/big-bet/vg-siddhartha-is-branching-out/26282/0?id=26282&pg=0
XV. http://www.iipmthinktank.com/functions/marketing/compartive.pdf
XVI. http://www.iipmthinktank.com/functions/marketing/compartive.pdf
XVII. https://docs.google.com/forms/d/19aZvq50108mq8IQTYguL9tmU-A49uDXYscyGQ2xK9ns/viewanalytics		zh_TW