“Captain Lobster”的品牌分析與業務拓展

Abstract

Captain Lobster is a newly established trendy food restaurant in Taiwan, their main product is lobster roll made by Canadian lobsters. Trendy food is on the rise; fusion foods has become increasingly popular due to a shift in consumer behavior and as well as the social media trends. The focus of this business plan is to discuss how the newly established restaurant is doing and how it should expand in the future. Furthermore, how Captain Lobster can utilize their experiences through their pop-up stores to prepare their future expansions, both locally and potentially globally. Furthermore, the business plan will also discuss how the Captain Lobster brands itself different from other lobster roll competitors. Captain Lobster’s self-brand strategy, their brand elements, values, awareness, perspectives will all be used to evaluate their overall brand. The business plan will also incorporate a market analysis containing PESTEL analysis, Proter’s 5 forces, and also SWOT analysis. Lastly, through these analyses, the business plan will propose possible future expansion plans through two different sectors, locations and products. And with different sectors suggest different feasible options and plans to Captain Lobster. And, include plans to enhance their core vale and better delivering the message to their customers.