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    Title: 開設Pirate Mary’s餐廳的商業企劃書
    Pirate Mary’s a business plan
    Authors: 金迪恩
    Keane, Denis John
    Contributors: 何小台
    Ho, Chester
    金迪恩
    Keane, Denis John
    Keywords: 商業企劃書
    Date: 2009
    Issue Date: 2010-06-15 16:24:47 (UTC+8)
    Abstract: 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








    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
    Reference: 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








    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
    Description: 碩士
    國立政治大學
    國際經營管理碩士班(IMBA)
    95933028
    98
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0959330281
    Data Type: thesis
    Appears in Collections:[國際經營管理英語碩士學程IMBA] 學位論文

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