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    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/56852


    Title: 於俄羅斯設立台灣風味泡沫紅茶店
    Opening of Taiwanese style tea house in Russia
    Authors: 郭駱賓
    Nikolay, Gorobets
    Contributors: 吳文傑
    Wu, Jack
    郭駱賓
    Nikolay, Gorobets
    Keywords: 俄羅斯
    台灣
    泡沫紅茶店
    Russia
    Taiwanese style
    tea house
    Date: 2012
    Issue Date: 2013-02-01 16:51:15 (UTC+8)
    Abstract: Taiwanese style tea houses and bubble tea is slowly, but firmly expanding outside Greater China region, conquering new markets with its unique offering. Canada, USA, Australia, where Taiwanese immigrants reside, has been seeing bubble tea shops for a while, and now European countries and South-Eastern Asia are starting to adopt this culture. Russia and ex-USSR countries haven’t encountered it ever. And it creates a big opportunity.
    After research and assessment of Russian tea/coffee related beverage market and trends, it became clear that introducing local consumers to Taiwanese tea culture is not only possible, but should be done anyway, sooner or later. It organically communicates with traditional role of tea in life of Russians, it will go within trends of Chinese tea culture popularization and café culture rapid development processes.
    With conservative approach, it was revealed that opening of this business project is feasible and may bring broad prospects for future development.
    1. Executive summary 1
    1.1. Introduction 1
    1.2. The market 1
    1.3. The company 1
    1.4. Objectives 2
    1.5. Mission statement 2
    1.6. Business model 2
    1.6.1. Operating directions 2
    1.6.2. Competitive advantages 3
    1.7. The team 4
    1.8. The proposal 4
    2. Company overview and strategy 5
    2.1. History 5
    2.2. The name 5
    2.3. Offering 6
    2.4. Staff 8
    2.5. Entry and growth strategy 8
    2.6. Development timing schedule 10
    2.7. Flagship store location 10
    2.8. Interior 11
    2.9. Suppliers 11
    2.10. Pricing strategy 12
    2.11. Sales strategy 12
    2.12. Advertisement and marketing 13
    3. Market review 14
    3.1. Overview of tea/coffee market in general 14
    3.2. The consumer 14
    3.3. Contemporary tastes 15
    3.4. Competitive environment 16
    3.5. Competitive advantages of TTA 17
    4. Projections 19
    4.1. Sales projections 19
    4.2. Potential Risks 20
    4.3. Financial projections 21
    4.3.1. Cash flow statements 21
    4.3.2. Income statement projection 21
    4.3.3. Break-even analysis 21
    5. Appendix 22
    Description: 碩士
    國立政治大學
    國際經營管理英語碩士學位學程(IMBA)
    98933036
    101
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0098933036
    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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