請用此 Handle URI 來引用此文件：
http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/60650完整後設資料紀錄
| DC 欄位 | 值 | 語言 |
|---|---|---|
| dc.contributor.advisor | 曹承礎 (Seng-Cho Chou) | |
| dc.contributor.author | Valentina Maria Foykar | en |
| dc.contributor.author | 傅曜曦 | zh_TW |
| dc.date.accessioned | 2021-06-16T10:24:43Z | - |
| dc.date.available | 2025-07-14 | |
| dc.date.copyright | 2020-08-06 | |
| dc.date.issued | 2020 | |
| dc.date.submitted | 2020-07-22 | |
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| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/60650 | - |
| dc.description.abstract | 商業計劃 - 臺灣風味全素食滷味餐廳(維也納門市) | zh_TW |
| dc.description.abstract | This business plan is intended to open a vegan quick service restaurant, offering authentic Taiwanese food in the Austrian capital Vienna. The restaurant is named Frau Fu and is following the concept of Taiwanese Lu-Wei, which is completely new to the Austrian market. Additionally, the business is focusing on seasonality as well as sustainability and fresh ingredients are mainly bought from local farmers and producers. Offering a signature Taiwanese Lu-Wei soup base will make the restaurant even more authentic and special. Analyzing the local restaurant market shows that Vienna is the perfect location to open the business and to introduce the Taiwanese cuisine to the consumers. Revenue in the Austrian restaurant sector as well as money spent on eating in restaurants are showing a tendency to grow, which indicates that it is a good time to enter this market. Current market trends are supporting the assumption that Frau Fu will be on high demand. Even though Asian food is highly popular, there is still a lack of vegan options in Vienna. By entering the niche of vegan Asian food, Frau Fu is aiming to close this gap. Offering outstanding quality and service, the restaurant is following a premium pricing model, which according to local market research, will be well accepted by the Viennese population. Marketing-wise, the restaurant will put high emphasize on word-of-mouth marketing and will use different online as well as offline marketing tools. Investigating the market, the number of target customers that are expected to be attracted by the new restaurant as well as the anticipated cost, a profitable business can be assumed. It is expected that the business can break even within the first year. | en |
| dc.description.provenance | Made available in DSpace on 2021-06-16T10:24:43Z (GMT). No. of bitstreams: 1 U0001-0307202016394000.pdf: 3388993 bytes, checksum: bf3179faeae2ef586076d55a1799c8a2 (MD5) Previous issue date: 2020 | en |
| dc.description.tableofcontents | 1. INTRODUCING THE RESTAURANT .... 1 1.1. BACKGROUND OF THE BUSINESS .... 1 1.2. THE RESTAURANT CONCEPT .... 2 2. THE MARKET .... 5 2.1. MARKET LANDSCAPE .... 5 2.1.1. ATTRACTIVENESS OF THE MARKET IN VIENNA .... 6 2.2. LEGAL ASPECTS OF OPENING A RESTAURANT IN VIENNA .... 9 2.3. MARKET TRENDS .... 10 2.3.1. VEGAN/FLEXITARIAN TREND .... 10 2.3.2. ASIAN FOOD TREND .... 13 2.3.3. COMBINING TRENDS .... 14 2.4. MARKET ANALYSIS .... 15 2.4.1. EXTERNAL ANALYSIS – PORTER’S FIVE FORCES .... 15 2.4.2. INTERNAL ANALYSIS – SWOT .... 20 2.4.3. COMPETITOR ANALYSIS .... 20 3. THE CONSUMER .... 23 3.1. THE TARGET CUSTOMER .... 23 3.2. LOCAL MARKET RESEARCH .... 23 4. THE BUSINESS MODEL .... 27 4.1. BUSINESS NAME AND LOGO .... 27 4.1.1. RESTAURANT NAME .... 27 4.1.2. RESTAURANT LOGO .... 28 4.2. VISION AND MISSION .... 29 4.2.1. VISION STATEMENT .... 29 4.2.2. MISSION STATEMENT .... 29 4.3. GEOGRAPHIC LOCATION .... 29 4.4. PRODUCTS AND SERVICES .... 31 4.4.1. PRODUCTS .... 31 4.4.2. SERVICE .... 36 4.4.3. PRICING STRATEGY .... 40 4.5. RESTAURANT DESIGN .... 44 4.6. VALUE PROPOSITION .... 45 4.6.1. VALUE TO THE CONSUMERS .... 45 4.6.2. CORE COMPETENCIES .... 46 4.6.3. COMPETITIVE ADVANTAGE .... 47 4.7. BUSINESS MODEL CANVAS .... 48 5. MARKETING PLAN .... 49 5.1. MARKETING STRATEGY OVERVIEW .... 49 5.2. COMMUNICATION AND ADVERTISING STRATEGY .... 51 5.3. OFFLINE MARKETING .... 52 5.4. DIGITAL MARKETING .... 52 5.5. CUSTOMER LOYALTY .... 54 5.6. DISTRIBUTION CHANNEL .... 55 5.7. MARKETING INSIDE THE RESTAURANT .... 55 5.8. MARKETING STRATEGY SUMMARY .... 56 6. OPERATIONAL PLAN .... 57 6.1. OPENING HOURS .... 57 6.2. MANAGEMENT .... 57 6.3. HUMAN RESOURCE PLAN .... 58 6.3.1. STAFFING .... 58 6.3.2. RECRUITMENT .... 60 6.3.3. EMPLOYEE TRAINING .... 61 6.4. OPERATION SCHEDULE .... 61 6.5. SUPPLIER AND INVENTORY MANAGEMENT .... 62 6.5.1. SUPPLIER STRATEGY .... 62 6.5.2. SUPPLIER SOURCE .... 62 6.5.3. INVENTORY .... 65 6.6. RISK MANAGEMENT .... 65 6.6.1. IMITATION BY NEW ENTRANTS .... 65 6.6.2. CUSTOMER RETENTION .... 66 6.6.3. REPUTATION .... 66 6.6.4. FINDING PEOPLE WILLING TO WORK IN A RESTAURANT .... 67 6.6.5. LEFT-OVER COST .... 67 6.6.6. PHYSICAL DAMAGE OF THE RESTAURANT/EQUIPMENT .... 67 7. FINANCIAL PLAN .... 68 7.1. IMPORTANT ASSUMPTIONS .... 68 7.1.1. CAPACITY .... 68 7.1.2. DEMAND .... 69 7.2. FINANCING .... 70 7.3. COST .... 70 7.3.1. START-UP COST .... 71 7.3.2. FIXED COST .... 72 7.3.3. VARIABLE COST (EXCL. COST OF GOODS) .... 73 7.3.4. COST OF GOODS .... 73 7.3.5. OTHER COSTS .... 74 7.4. INCOME .... 74 7.5. FINANCIAL FORECAST .... 75 8. FUTURE PLANS .... 77 9. REFERENCES .... 78 | |
| dc.language.iso | en | |
| dc.subject | 商業計劃 | zh_TW |
| dc.subject | business plan | en |
| dc.subject | restaurant plan | en |
| dc.subject | mba thesis | en |
| dc.subject | Austria | en |
| dc.title | 商業計劃 - 臺灣風味全素食滷味餐廳(維也納門市) | zh_TW |
| dc.title | BUSINESS PLAN FOR OPENING A VEGAN TAIWANESE LU-WEI RESTAURANT IN VIENNA | en |
| dc.type | Thesis | |
| dc.date.schoolyear | 108-2 | |
| dc.description.degree | 碩士 | |
| dc.contributor.oralexamcommittee | 陳文國 (Wen-Kuo Chen),盧信銘 (Hsin-Min Lu) | |
| dc.subject.keyword | 商業計劃, | zh_TW |
| dc.subject.keyword | business plan,restaurant plan,mba thesis,Austria, | en |
| dc.relation.page | 79 | |
| dc.identifier.doi | 10.6342/NTU202001299 | |
| dc.rights.note | 有償授權 | |
| dc.date.accepted | 2020-07-22 | |
| dc.contributor.author-college | 管理學院 | zh_TW |
| dc.contributor.author-dept | 企業管理碩士專班 | zh_TW |
| 顯示於系所單位： | 管理學院企業管理專班(Global MBA) | |
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| 檔案 | 大小 | 格式 | |
|---|---|---|---|
| U0001-0307202016394000.pdf 未授權公開取用 | 3.31 MB | Adobe PDF |
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