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https://nccur.lib.nccu.edu.tw/handle/140.119/58681
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| Title: | 印度的連鎖飲料業研究
Beverage Chain in India |
| Authors: | 高士凱
Goel, Shikhar |
| Contributors: | 沈永正
Shen, Yung Cheng
高士凱
Goel, Shikhar |
| Keywords: | 印度
連鎖飲料業
India
Beverage Chain |
| Date: | 2012 |
| Issue Date: | 2013-07-01 17:11:21 (UTC+8) |
| Abstract: | 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. |
| Reference: | 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 |
| Description: | 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 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0100933033 |
| 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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| 303301.pdf | 2427Kb | Adobe PDF2 | 2329 | View/Open |
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