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題名 微季鮮泡茶坊商業企劃書
WeiChi Tea Shop Business Plan
作者 歐又慈
Ou, Yu Tzu
貢獻者 簡睿哲
Jean, Bryan
歐又慈
Ou, Yu Tzu
關鍵詞 茶坊
商業企劃
行銷策略
Tea shop
Business plan
Marketing strategy
日期 2015
上傳時間 4-一月-2016 16:51:14 (UTC+8)
摘要 WeiChi tea shop is a franchised tea shop in Taiwan which focus on providing high quality Taiwan fresh brewed tea and we will now extend our business to worldwide, aiming for promoting the Taiwan tea to international market. We will import Taiwan tea from cooperated farms to ensure high quality of tea and will local source the suppliers for the toppings in the drinks to save the cost.
     Our first booth will be located in Jurong East area in Singapore, which is now the interchange of transportation and will attract great amount of customers. The target market is estimated at 12,000 people on monthly basis.
     Our major differentiator from our competitors will be the high quality tea imported from Taiwan and will be our instant fresh brewery by using special facilities to provide premium beverage.
     The initial investment and working capital to start the business will be $100,000SGD, which will be funded from the owner’s capital and bank loan.
1. Executive Summary 1
     2. Company Summary 2
     2.1. Our Mission 2
     2.2. Our Vision 2
     2.3. Product Offering 2
     2.4. Sourcing 6
     2.5. Entry and Growth Strategy 6
     2.6. Location 6
     3. Industry 7
     3.1. Singapore’s Economic Overview 7
     3.2. Tea Consumption in Singapore 8
     4. Literature Review 10
     4.1. SWOT Analysis 10
     4.1.1. Internal Analysis 11
     4.1.2. External Analysis 12
     4.1.3. 5 Key Benefits of SWOT Tool 13
     4.1.4. SWOT Analysis Limitation 13
     4.2. PEST Analysis 13
     4.3. STP Analysis 14
     4.3.1. Segmentation 15
     4.3.2. Targeting 15
     4.3.3. Positioning 15
     4.4. 4P Marketing 15
     4.5. Porter’s Five Forces 22
     5. Business Analysis 24
     5.1. Customer Segments 24
     5.2. Value Propositions 24
     5.3. Channels 25
     5.4. Customer Relationships 25
     5.5. Revenue Streams 25
     5.6. Key Resources 26
     5.7. Key Activities 27
     5.8. Key Partners 27
     5.9. Cost Structure 27
     6. Market Analysis Summary 29
     6.1. Market Segmentation 29
     6.2. Market Breakdown Analysis 29
     7. Strategic and Implementation Summary 33
     7.1. SWOT Analysis 33
     7.2. Sales Forecast 35
     8. Competitor Analysis 36
     8.1. Competitors 36
     8.2. Competitive Edge 37
     8.3. Positioning 37
     9. Marketing Strategy 38
     9.1. Product 38
     9.2. Pricing 38
     9.3. Promotion 39
     9.4. Place 40
     10. Market Risks 41
     10.1. Threat of New Entrants 41
     10.2. Rivalry among Competitors 41
     10.3. Bargaining Power of Buyers 42
     10.4. Bargaining Power of Suppliers 42
     10.5. Threat of Substitute Products 42
     11. Conclusions 45
     Reference 47
參考文獻 • Aldridge, A., Forcht, K. & Pierson, J. (1997). Get Linked or Get Lost: Marketing Strategy for the Internet. Internet Research: Electronic Networking Applications and Policy, 161-169.
     • Allen, E. & Fjermestad, J. (2001). E-Commerce Marketing Strategies: An Integrated Framework and Case Analysis. Logistics Information Management, 14-23.
     • Andersen, J. C. & Narus J. A. (1999). Business Market Management, Understanding, Creating and Delivering Value. New Jersey. Prentice Hall.
     • Argyres, N. & McGahan, A. (2000). An interview with Michael Porter. Academy of Management Executive, 43-52.
     • Armstrong, G., and Kotler, P. (2000). Marketing: an introduction.
     • Baungartner J. (1991). Nonmarketing Professionals Need More Than 4Ps, Marketing News.
     • Beckwith, H. (2001). The Invisible Touch - The Four Keys of Modern Marketing. Texere Publishing.
     • Bennett, A. R. (1997). The Five Vs - A Buyer’s Perspective of the Marketing Mix. Marketing Intelligence & Planning, 151-156.
     • Bhatt G. & Emdad, A. F. (2001). An Analysis of the Virtual Chain in Electronic Commerce. Logistics Information Management, 78-85.
     • Boekema, J. J., Bueren Van, E. B, Lobstein, S., Oosterhuis, A. & Schweitzer, P. (1995). Basisboek Marketing (Basic Book of Marketing), NL: Derde druk, Groningen, Wolters-Noordhoff.
     • Booms B. H. & Bitner B. J. (1980). Marketing strategies and organisation structures for service firms. In Donnelly, J. & George W. R. (Eds.), Marketing of services. American Marketing Association, 47-51.
     • Borden, N. H. (1965). The concept of the marketing mix. In Schwartz, G. (Ed), Science in marketing. New York: John Wiley & Sons, 386-397.
     • Brunner, G. C. (1989). The Marketing Mix: Time for Reconceptualization. Journal of Marketing Education, 72-77.
     • Chaffey, D., Mayer, R., Johnston, K. & Ellis-Chadwick, F. (2000). Internet Marketing, Strategy, Implementation and Practice. FT/Prentice Hall, 40-48, 151-168.
     • Chong, K. W. (2003). The Role of Pricing in Relationship Marketing - A Study of the Singapore Heavy Equipment Spare Parts Industry, PhD Dissertation, International Graduate School of Management, University of South Australia.
     • Clulow, V. (2005) “Futures dilemmas for marketers: can stakeholder analysis add value?”, European Journal of Marketing, 978-997.
     • Constantinides, E. (2002). The 4S Web-Marketing Mix Model. Electronic Commerce Research and Applications, 57-76.
     • Cornford, T. and Smithson, S. (2006) Project Research in Information Systems: A Student Guide, 2nd Edition. New York: Palmgrave MacMillan.
     • Cowell, D. W. (1984). The Marketing of Services, Institute of Marketing and the CAM foundation. Heineman Professional Publishing.
     • Culliton, J.W. (1948). The Management of Marketing Costs. Division of Research, Graduate School of Business Administration, Boston, MA: Harvard University.
     • Davis W. & Brush, K. E. (1997). High-Tech Industry Marketing: The Elements of a Sophisticated Global Strategy. Industrial Marketing Management, 1-13.
     • Doyle, P. (1994). Marketing Management and Strategy. Prentice Hall.
     • Dun & Bradstreet Information Services. (2008). Equity Research and Valuation.
     • Eco, U. (1997). Come si fa una tesi di laurea. Milano: Bompiani.
     • English, J. (2000). The Four “P”s of Marketing are Dead. Marketing Health Services, 20-23.
     • Evans, J. R. & King, V. E. (1999). Business-to-Business Marketing and the World Wide Web: Planning, Managing and Assessing Web Sites. Industrial Marketing Management, 343-358.
     • Fakeideas. (2008). Revision: Reviewing the Marketing Mix.
     • Frey, A. W. (1961). Advertising (3rd ed.). New York: The Ronald Press.
     • Fryar, C. R. (1991). What’s Different About Services Marketing?. The Journal of Marketing Services, 53-58.
     • Goi, C. L. (2005). Marketing Mix: A Review of ‘P’. Journal of Internet Banking and Commence, 10.
     • Goldsmith R. E. (1999). The Personalised Marketplace: Beyond the 4Ps. Marketing Intelligence and Planning, 178-185.
     • Griffin, R. (2007). Fundamentals of Management. 6th Edition. Manson: South-Western Cengage Learning.
     • Grönroos, C. (1994). From Marketing Mix to Relationship Marketing: Towards A Paradigm Shift in Marketing.
     • Kubr, T., Marchesi, H., Ilar, D. & Keinhuis, H. (1998). Starting Up – Achieving success with professional business planning. Amsterdam: McKinsey & Company, Inc.
     • Lewis, S. (2004). The rough guide to Beijing. 2nd sub edition. London: Rough Guides.
     • McKinsey & Company. (2000). Ideasta kasvuyritykseksi – Käsikir jaliiketoimintasuunnitelman laatimiseen. Porvoo: WSOY
     • Newman, I. & Benz, C. (1998). Qualitative-quantitative research methodology: exploring the interactive continuum. Illinois: SIU Press.
     • Osterwalder, A. (2010). Business Model Generation. New Jersey: John Willey & Sons, Inc.
     • Pinson, L. (2008). Anatomy of a Business Plan. 7th Revised edition. California: Out of your mind… Into the marketplace.
     • Porter, M. (2008). On Competition. Updated and expanded edition. Cambridge: Harvard Business School Publishing Corporation.
     • Pugh, S., Clausing, D., Andrade, R. (1996). Creating innovative products using total design: the living legacy of Stuart Pugh. Boston: Addison-Wesley Pub. Co.
     • Reading, C. (2002). Strategic Business Planning: A Dynamic system for improving performance and competitive advantage. 2nd Edition. London: Kogan Page Limited.
     • Using PEST Analysis as a Tool for Refining and Focusing Contexts for Information Systems Research 6th European Conference on Research Methodology for Business and Management Studies, Lisbon, Portugal, (2007), 229-236.
     • Van Maanen, J. (1979). Reclaiming Qualitative Methods for Organizational Research: A Preface. Administrative Science Quarterly 520-524.
     • Vitale, M. & Weill, P. (2001). Place to Space. Harvard Business School Publishing Corporation.
     • Worren, N., Moore, K. and Elliot, R. (2002). When theories become tools: Toward a framework for pragmatic validity. Human Relations, 1227-1250.
     • 波文哲, (2014) Spaghetti Bar “Little Italy” – Business Plan,
     • https://www.theseus.fi/bitstream/handle/10024/43336/Valkjarvi_Mira.pdf?sequence=1
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)
102933026
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0102933026
資料類型 thesis
dc.contributor.advisor 簡睿哲zh_TW
dc.contributor.advisor Jean, Bryanen_US
dc.contributor.author (作者) 歐又慈zh_TW
dc.contributor.author (作者) Ou, Yu Tzuen_US
dc.creator (作者) 歐又慈zh_TW
dc.creator (作者) Ou, Yu Tzuen_US
dc.date (日期) 2015en_US
dc.date.accessioned 4-一月-2016 16:51:14 (UTC+8)-
dc.date.available 4-一月-2016 16:51:14 (UTC+8)-
dc.date.issued (上傳時間) 4-一月-2016 16:51:14 (UTC+8)-
dc.identifier (其他 識別碼) G0102933026en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/80278-
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) 102933026zh_TW
dc.description.abstract (摘要) WeiChi tea shop is a franchised tea shop in Taiwan which focus on providing high quality Taiwan fresh brewed tea and we will now extend our business to worldwide, aiming for promoting the Taiwan tea to international market. We will import Taiwan tea from cooperated farms to ensure high quality of tea and will local source the suppliers for the toppings in the drinks to save the cost.
     Our first booth will be located in Jurong East area in Singapore, which is now the interchange of transportation and will attract great amount of customers. The target market is estimated at 12,000 people on monthly basis.
     Our major differentiator from our competitors will be the high quality tea imported from Taiwan and will be our instant fresh brewery by using special facilities to provide premium beverage.
     The initial investment and working capital to start the business will be $100,000SGD, which will be funded from the owner’s capital and bank loan.		en_US
dc.description.abstract (摘要) 1. Executive Summary 1
     2. Company Summary 2
     2.1. Our Mission 2
     2.2. Our Vision 2
     2.3. Product Offering 2
     2.4. Sourcing 6
     2.5. Entry and Growth Strategy 6
     2.6. Location 6
     3. Industry 7
     3.1. Singapore’s Economic Overview 7
     3.2. Tea Consumption in Singapore 8
     4. Literature Review 10
     4.1. SWOT Analysis 10
     4.1.1. Internal Analysis 11
     4.1.2. External Analysis 12
     4.1.3. 5 Key Benefits of SWOT Tool 13
     4.1.4. SWOT Analysis Limitation 13
     4.2. PEST Analysis 13
     4.3. STP Analysis 14
     4.3.1. Segmentation 15
     4.3.2. Targeting 15
     4.3.3. Positioning 15
     4.4. 4P Marketing 15
     4.5. Porter’s Five Forces 22
     5. Business Analysis 24
     5.1. Customer Segments 24
     5.2. Value Propositions 24
     5.3. Channels 25
     5.4. Customer Relationships 25
     5.5. Revenue Streams 25
     5.6. Key Resources 26
     5.7. Key Activities 27
     5.8. Key Partners 27
     5.9. Cost Structure 27
     6. Market Analysis Summary 29
     6.1. Market Segmentation 29
     6.2. Market Breakdown Analysis 29
     7. Strategic and Implementation Summary 33
     7.1. SWOT Analysis 33
     7.2. Sales Forecast 35
     8. Competitor Analysis 36
     8.1. Competitors 36
     8.2. Competitive Edge 37
     8.3. Positioning 37
     9. Marketing Strategy 38
     9.1. Product 38
     9.2. Pricing 38
     9.3. Promotion 39
     9.4. Place 40
     10. Market Risks 41
     10.1. Threat of New Entrants 41
     10.2. Rivalry among Competitors 41
     10.3. Bargaining Power of Buyers 42
     10.4. Bargaining Power of Suppliers 42
     10.5. Threat of Substitute Products 42
     11. Conclusions 45
     Reference 47		-
dc.description.tableofcontents 1. Executive Summary 1
     2. Company Summary 2
     2.1. Our Mission 2
     2.2. Our Vision 2
     2.3. Product Offering 2
     2.4. Sourcing 6
     2.5. Entry and Growth Strategy 6
     2.6. Location 6
     3. Industry 7
     3.1. Singapore’s Economic Overview 7
     3.2. Tea Consumption in Singapore 8
     4. Literature Review 10
     4.1. SWOT Analysis 10
     4.1.1. Internal Analysis 11
     4.1.2. External Analysis 12
     4.1.3. 5 Key Benefits of SWOT Tool 13
     4.1.4. SWOT Analysis Limitation 13
     4.2. PEST Analysis 13
     4.3. STP Analysis 14
     4.3.1. Segmentation 15
     4.3.2. Targeting 15
     4.3.3. Positioning 15
     4.4. 4P Marketing 15
     4.5. Porter’s Five Forces 22
     5. Business Analysis 24
     5.1. Customer Segments 24
     5.2. Value Propositions 24
     5.3. Channels 25
     5.4. Customer Relationships 25
     5.5. Revenue Streams 25
     5.6. Key Resources 26
     5.7. Key Activities 27
     5.8. Key Partners 27
     5.9. Cost Structure 27
     6. Market Analysis Summary 29
     6.1. Market Segmentation 29
     6.2. Market Breakdown Analysis 29
     7. Strategic and Implementation Summary 33
     7.1. SWOT Analysis 33
     7.2. Sales Forecast 35
     8. Competitor Analysis 36
     8.1. Competitors 36
     8.2. Competitive Edge 37
     8.3. Positioning 37
     9. Marketing Strategy 38
     9.1. Product 38
     9.2. Pricing 38
     9.3. Promotion 39
     9.4. Place 40
     10. Market Risks 41
     10.1. Threat of New Entrants 41
     10.2. Rivalry among Competitors 41
     10.3. Bargaining Power of Buyers 42
     10.4. Bargaining Power of Suppliers 42
     10.5. Threat of Substitute Products 42
     11. Conclusions 45
     Reference 47
      		zh_TW
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0102933026en_US
dc.subject (關鍵詞) 茶坊zh_TW
dc.subject (關鍵詞) 商業企劃zh_TW
dc.subject (關鍵詞) 行銷策略zh_TW
dc.subject (關鍵詞) Tea shopen_US
dc.subject (關鍵詞) Business planen_US
dc.subject (關鍵詞) Marketing strategyen_US
dc.title (題名) 微季鮮泡茶坊商業企劃書zh_TW
dc.title (題名) WeiChi Tea Shop Business Planen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) • Aldridge, A., Forcht, K. & Pierson, J. (1997). Get Linked or Get Lost: Marketing Strategy for the Internet. Internet Research: Electronic Networking Applications and Policy, 161-169.
     • Allen, E. & Fjermestad, J. (2001). E-Commerce Marketing Strategies: An Integrated Framework and Case Analysis. Logistics Information Management, 14-23.
     • Andersen, J. C. & Narus J. A. (1999). Business Market Management, Understanding, Creating and Delivering Value. New Jersey. Prentice Hall.
     • Argyres, N. & McGahan, A. (2000). An interview with Michael Porter. Academy of Management Executive, 43-52.
     • Armstrong, G., and Kotler, P. (2000). Marketing: an introduction.
     • Baungartner J. (1991). Nonmarketing Professionals Need More Than 4Ps, Marketing News.
     • Beckwith, H. (2001). The Invisible Touch - The Four Keys of Modern Marketing. Texere Publishing.
     • Bennett, A. R. (1997). The Five Vs - A Buyer’s Perspective of the Marketing Mix. Marketing Intelligence & Planning, 151-156.
     • Bhatt G. & Emdad, A. F. (2001). An Analysis of the Virtual Chain in Electronic Commerce. Logistics Information Management, 78-85.
     • Boekema, J. J., Bueren Van, E. B, Lobstein, S., Oosterhuis, A. & Schweitzer, P. (1995). Basisboek Marketing (Basic Book of Marketing), NL: Derde druk, Groningen, Wolters-Noordhoff.
     • Booms B. H. & Bitner B. J. (1980). Marketing strategies and organisation structures for service firms. In Donnelly, J. & George W. R. (Eds.), Marketing of services. American Marketing Association, 47-51.
     • Borden, N. H. (1965). The concept of the marketing mix. In Schwartz, G. (Ed), Science in marketing. New York: John Wiley & Sons, 386-397.
     • Brunner, G. C. (1989). The Marketing Mix: Time for Reconceptualization. Journal of Marketing Education, 72-77.
     • Chaffey, D., Mayer, R., Johnston, K. & Ellis-Chadwick, F. (2000). Internet Marketing, Strategy, Implementation and Practice. FT/Prentice Hall, 40-48, 151-168.
     • Chong, K. W. (2003). The Role of Pricing in Relationship Marketing - A Study of the Singapore Heavy Equipment Spare Parts Industry, PhD Dissertation, International Graduate School of Management, University of South Australia.
     • Clulow, V. (2005) “Futures dilemmas for marketers: can stakeholder analysis add value?”, European Journal of Marketing, 978-997.
     • Constantinides, E. (2002). The 4S Web-Marketing Mix Model. Electronic Commerce Research and Applications, 57-76.
     • Cornford, T. and Smithson, S. (2006) Project Research in Information Systems: A Student Guide, 2nd Edition. New York: Palmgrave MacMillan.
     • Cowell, D. W. (1984). The Marketing of Services, Institute of Marketing and the CAM foundation. Heineman Professional Publishing.
     • Culliton, J.W. (1948). The Management of Marketing Costs. Division of Research, Graduate School of Business Administration, Boston, MA: Harvard University.
     • Davis W. & Brush, K. E. (1997). High-Tech Industry Marketing: The Elements of a Sophisticated Global Strategy. Industrial Marketing Management, 1-13.
     • Doyle, P. (1994). Marketing Management and Strategy. Prentice Hall.
     • Dun & Bradstreet Information Services. (2008). Equity Research and Valuation.
     • Eco, U. (1997). Come si fa una tesi di laurea. Milano: Bompiani.
     • English, J. (2000). The Four “P”s of Marketing are Dead. Marketing Health Services, 20-23.
     • Evans, J. R. & King, V. E. (1999). Business-to-Business Marketing and the World Wide Web: Planning, Managing and Assessing Web Sites. Industrial Marketing Management, 343-358.
     • Fakeideas. (2008). Revision: Reviewing the Marketing Mix.
     • Frey, A. W. (1961). Advertising (3rd ed.). New York: The Ronald Press.
     • Fryar, C. R. (1991). What’s Different About Services Marketing?. The Journal of Marketing Services, 53-58.
     • Goi, C. L. (2005). Marketing Mix: A Review of ‘P’. Journal of Internet Banking and Commence, 10.
     • Goldsmith R. E. (1999). The Personalised Marketplace: Beyond the 4Ps. Marketing Intelligence and Planning, 178-185.
     • Griffin, R. (2007). Fundamentals of Management. 6th Edition. Manson: South-Western Cengage Learning.
     • Grönroos, C. (1994). From Marketing Mix to Relationship Marketing: Towards A Paradigm Shift in Marketing.
     • Kubr, T., Marchesi, H., Ilar, D. & Keinhuis, H. (1998). Starting Up – Achieving success with professional business planning. Amsterdam: McKinsey & Company, Inc.
     • Lewis, S. (2004). The rough guide to Beijing. 2nd sub edition. London: Rough Guides.
     • McKinsey & Company. (2000). Ideasta kasvuyritykseksi – Käsikir jaliiketoimintasuunnitelman laatimiseen. Porvoo: WSOY
     • Newman, I. & Benz, C. (1998). Qualitative-quantitative research methodology: exploring the interactive continuum. Illinois: SIU Press.
     • Osterwalder, A. (2010). Business Model Generation. New Jersey: John Willey & Sons, Inc.
     • Pinson, L. (2008). Anatomy of a Business Plan. 7th Revised edition. California: Out of your mind… Into the marketplace.
     • Porter, M. (2008). On Competition. Updated and expanded edition. Cambridge: Harvard Business School Publishing Corporation.
     • Pugh, S., Clausing, D., Andrade, R. (1996). Creating innovative products using total design: the living legacy of Stuart Pugh. Boston: Addison-Wesley Pub. Co.
     • Reading, C. (2002). Strategic Business Planning: A Dynamic system for improving performance and competitive advantage. 2nd Edition. London: Kogan Page Limited.
     • Using PEST Analysis as a Tool for Refining and Focusing Contexts for Information Systems Research 6th European Conference on Research Methodology for Business and Management Studies, Lisbon, Portugal, (2007), 229-236.
     • Van Maanen, J. (1979). Reclaiming Qualitative Methods for Organizational Research: A Preface. Administrative Science Quarterly 520-524.
     • Vitale, M. & Weill, P. (2001). Place to Space. Harvard Business School Publishing Corporation.
     • Worren, N., Moore, K. and Elliot, R. (2002). When theories become tools: Toward a framework for pragmatic validity. Human Relations, 1227-1250.
     • 波文哲, (2014) Spaghetti Bar “Little Italy” – Business Plan,
     • https://www.theseus.fi/bitstream/handle/10024/43336/Valkjarvi_Mira.pdf?sequence=1		zh_TW