請用此 Handle URI 來引用此文件：
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| DC 欄位 | 值 | 語言 |
|---|---|---|
| dc.contributor.advisor | 許文馨 | zh_TW |
| dc.contributor.advisor | Audrey Hsu | en |
| dc.contributor.author | 潘先杰 | zh_TW |
| dc.contributor.author | Sien Jie Phua | en |
| dc.date.accessioned | 2023-08-15T16:23:17Z | - |
| dc.date.available | 2023-11-09 | - |
| dc.date.copyright | 2023-08-15 | - |
| dc.date.issued | 2023 | - |
| dc.date.submitted | 2023-08-01 | - |
| dc.identifier.citation | Bakar, A. Z. A., Ganesan, L., Othman, M., Haron, S. A., & Ishak, F. A. C. (2020). Where to Eat: Exploring Silver Consumer Restaurant Dining Choice in Malaysia. Pertanika J. Soc. Sci. & Hum., 28(4), 3297-3317.
Gregoire, M. B., Shanklin, C. W., Greathouse, K. R., & Tripp, C. (1995). Factors influencing restaurant selection by travelers who stop at visitor information centers. Journal of Travel and Tourism Marketing, 4(2), 4-49. Hello Islander. (n.d.). Street Food. Retrieved from https://streetfood.helloislander.cc/ Khong, K. W., Teng, S., Butt, M. M., & Muritala, B. A. (2021). Analysing online reviews of restaurants in Malaysia: A novel approach to descriptive and predictive analytics. International Journal of Electronic Business, 16(4), 315. Khoo, G. C. (2009). Kopitiam: Discursive Cosmopolitan Spaces and National Identity in Malaysian Culture and Media. In A. Wise & S. Velayutham (Eds.), Everyday Multiculturalism. Palgrave Macmillan. Lee, S., Chua, B. L., & Han, H. (2020). Variety-seeking motivations and customer behaviors for new restaurants: An empirical comparison among full-service, quick-casual, and quick-service restaurants. Journal of Hospitality and Tourism Management, 43, 220-231. Lim, C. Y., Lim, T. Y., Leong, C. M., & Yusran, D. N. (2022). Effects of Traditional Coffee Shop (Kopitiam) Service Quality on Customer Satisfaction and Customer Loyalty: A Study on Malaysian Youth. Global Business and Management Research: An International Journal, 14(4s). Mak (2021, Dec 19). Taiwanese food culture : An introduction to 22 must eat food in Taiwan. From https://www.mstravelsolo.com/taiwanese-food-culture-must-eat-food-taiwan/ Mothership.sg. (2019, Jul 10). The Hainanese Started S’pore’s Kopitiam culture & created fusion food. From https://mothership.sg/2019/07/hainanese-singapore-culture/ Safri, S. N. W., & Mohi, Z. (2022). The Quality of Kopitiam Physical Environment: Are Patrons Satisfied? Journal of Tourism, Hospitality & Culinary Arts, 14(3), 1-22. Salleh, M. M., Hamid, Z. A., Ramly, A. S. M., Zakaria, F. A. M., & Bakar, N. F. A. (2021). Social Media's Influences on Food Popularity Amongst Malaysian University Students. International Journal of Academic Research in Business and Social Sciences, 11(13), 259-271. Says. (n.d.). The history of how Kopitiams came about in Malaysia. Retrieved from https://says.com/my/lifestyle/the-history-of-how-Kopitiams-came-about-in-malaysia Schmitt, B. H. (1999). Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act, Relate to Your Company and Brands. The Free Press, New York. Shyue, Y. S., Goh, S. H., & Leong, C. F. (2021). An exploration of Taiwanese street food in Malaysia: A culinary tourist perspective. Journal of Gastronomy and Tourism, 6(2), 127-141. Taufulou (2011, Aug 23). Part 1: Food crawl (Shyet-Li’s Kopitiam & Nagomi @ Jaya 33. From https://www.taufulou.com/part-1-food-crawl-jaya-33/ | - |
| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/88456 | - |
| dc.description.abstract | NONE | zh_TW |
| dc.description.abstract | "TAIWAN O’ TAIWAN: A Proposal for a Malaysian Kopitiam-style Eatery Specializing in Affordable Taiwanese Street Food"
The demand for Taiwanese street food in Malaysia has been steadily growing, with limited options available and less authentic options at relatively high prices in restaurants and cafes. To cater to the increasing demand for affordable Taiwanese street food, "TAIWAN O’ TAIWAN," aims to establish a low to medium-pricing eatery in a familiar Malaysian Kopitiam setting. (Kopitiam, a popular gathering spot for Malaysians of all ages and backgrounds, serves affordable street food from breakfast to dinner.) This business proposal draws upon relevant literature, including “Kopitiam: Discursive Cosmopolitan Spaces and National Identity in Malaysian Culture and Media”, “The role of Taiwanese street food in the Formation of local food cultures: A case study of night markets in Malaysia.” and “Effects of Traditional Coffee Shop (Kopitiam) Service Quality on Customer Satisfaction and Customer Loyalty: A Study on Malaysian Youth.” These academic papers provide insights into the current demand for Taiwanese street food in Malaysia and emphasize the need for a more localized setting, departing from the conventional Taiwanese restaurant experience, to cater to Malaysian preferences. The proposed business aims to create a fast-moving Taiwanese street food (or meals) eatery that provides a sense of familiarity among Malaysians. Offering affordable prices, and striking a balance between delivering authentic flavors and controlling pricing to suit the general market's affordability is the aim of this business proposal. | en |
| dc.description.provenance | Submitted by admin ntu (admin@lib.ntu.edu.tw) on 2023-08-15T16:23:17Z No. of bitstreams: 0 | en |
| dc.description.provenance | Made available in DSpace on 2023-08-15T16:23:17Z (GMT). No. of bitstreams: 0 | en |
| dc.description.tableofcontents | ACKNOWLEDGEMENT iv
LIST OF FIGURES & TABLES v LIST OF ABBREVIATIONS vi EXECUTIVE SUMMARY vii Chapter 1: INTRODUCTION OF KOPITIAM CULTURE IN MALAYSIA 1 1.1 Street food culture in Malaysia – Food Court 1 1.2 Street food culture in Malaysia -Traditional Old Age Kopitiam 2 1.3 Evolution of traditional Kopitiam – Modern new age Kopitiam concept 4 Chapter 2: TAIWANESE FOOD DEMAND AND CULTURE IN MALAYSIA 7 2.1 Taiwanese street food in Malaysia 7 2.2 Examples and nature of Taiwanese eateries in Kuala Lumpur, Malaysia 7 2.3 List of popular Taiwanese street food (In Taiwan) 9 CHAPTER 3: TAIWAN O’ TAIWAN: Market Situation Analysis 12 3.1 What does Malaysia lack? 12 3.2 Market Feasibility Survey 13 3.2.1 Methodology & Respondent demographic 13 3.2.2 Survey Findings 14 CHAPTER 4: BUSINESS OVERVIEW 20 4.1 Taiwan O’ Taiwan - Introduction 20 4.2 TAIWAN O’ TAIWAN – Business Concept 21 4.3 Taiwan O’ Taiwan - Location & surrounding 21 4.4 Taiwan O’ Taiwan - The Store (size) & Concept Layout 22 4.5 Taiwan O’ Taiwan - Operation hours & Payment 24 4.6 Food Options, varieties, and presentation style 25 4.7 Pricing 27 4.9 Operation flow 27 CHAPTER 5: BUSINESS ANALYSIS 28 5.1 BUSINESS MODEL CANVAS 28 5.1.1 Value proposition & Target segments 28 5.1.2 Channels & Relationships - B2B , B2G , B2C 29 5.1.3 Revenue Stream 30 5.1.4 Key Resources 30 5.1.5 Key activities 31 5.1.6 Key partners 31 5.1.7 Cost structure 32 5.2 Porter’s Five Forces Analysis 33 5.3 Strength & Weakness Analysis (SWOT) 34 5.3.1 Strength & Weakness 34 5.3.2 Opportunity & Threat 34 CHAPTER 6: MARKETING PLAN, POSITIONING & BRAND IDENTITY 36 6.1 Logo, Identity & Branding 36 6.2 Vision, Mission & Goals 37 6.3 Design concept and features 37 6.3.1 Key in-store concept design elements 37 6.4 Promotional Advertising & Promotion Plan 38 6.5 Brand Leveraging – (Above the Line & Below the Line) Strategies 39 CHAPTER 7: ORGANISATIONAL MANAGEMENT 40 7.2 Supplier Management - Ingredients Sourcing 41 CHAPTER 8: FINANCIAL FORECAST 43 8.1 Assumptions 43 8.2 Monthly & Annual Estimates 43 8.3 Start-up Planning, Capital, and Cost Projection (12 months) 45 8.4 Monthly estimated operation cost breakdown 46 8.5 Profit & Loss Forecast 47 8.6 Situation & Risk Forecast 48 8.7 Future Plan & Exit Strategy 48 CHAPTER 9 : CONCLUSION 49 REFERENCES 50 APPENDICES 52 Appendix 1: Market Survey Questionnaires and Results 52 | - |
| dc.language.iso | en | - |
| dc.subject | 寶島香 | zh_TW |
| dc.subject | 馬來西亞 | zh_TW |
| dc.subject | 餐廳企劃 | zh_TW |
| dc.subject | 台灣小吃 | zh_TW |
| dc.subject | Malaysia | en |
| dc.subject | kopitiam | en |
| dc.subject | taiwanese street food | en |
| dc.title | 寶島香-餐廳企劃書 | zh_TW |
| dc.title | Taiwan O' Taiwan - A Malaysian Kopitiam Eatery Speciaiizing in Taiwanese Street Food : The Business Proposal | en |
| dc.type | Thesis | - |
| dc.date.schoolyear | 111-2 | - |
| dc.description.degree | 碩士 | - |
| dc.contributor.oralexamcommittee | 鄭名道;里昂 | zh_TW |
| dc.contributor.oralexamcommittee | Ming Daw Cheng;Leonvan Jaarsveldt | en |
| dc.subject.keyword | 馬來西亞,台灣小吃,寶島香,餐廳企劃, | zh_TW |
| dc.subject.keyword | Malaysia,kopitiam,taiwanese street food, | en |
| dc.relation.page | 64 | - |
| dc.identifier.doi | 10.6342/NTU202302232 | - |
| dc.rights.note | 未授權 | - |
| dc.date.accepted | 2023-08-01 | - |
| dc.contributor.author-college | 管理學院 | - |
| dc.contributor.author-dept | 企業管理碩士專班 | - |
| 顯示於系所單位： | 管理學院企業管理專班(Global MBA) | |
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|---|---|---|---|
| ntu-111-2.pdf 未授權公開取用 | 5.4 MB | Adobe PDF |
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