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| Title: | 微季鮮泡茶坊商業企劃書
WeiChi Tea Shop Business Plan |
| Authors: | 歐又慈
Ou, Yu Tzu |
| Contributors: | 簡睿哲
Jean, Bryan
歐又慈
Ou, Yu Tzu |
| Keywords: | 茶坊
商業企劃
行銷策略
Tea shop
Business plan
Marketing strategy |
| Date: | 2015 |
| Issue Date: | 2016-01-04 16:51:14 (UTC+8) |
| Abstract: | 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 |
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| Description: | 碩士
國立政治大學
國際經營管理英語碩士學位學程(IMBA)
102933026 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0102933026 |
| 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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