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Title: | 二合一餐廳:咖啡與乾杯–商業計畫 A Two-In-One Restaurant: Beans and Cheers – Business Plan |
Authors: | Yan Xuan Chen 陳彥瑄 |
Advisor: | 曹承礎(Seng-Cho Chou) |
Keyword: | 二合一餐廳,咖啡廳,酒吧,美食,飲料,馬來西亞, Two-In-One Restaurant,Cafe,Bar,Food and Beverage,Malaysia, |
Publication Year : | 2019 |
Degree: | 碩士 |
Abstract: | Coffee shops and bars are now trending in the global foodservice market. The café/bar industry is growing fast and the number of coffee shops and bars are increasing globally every year. In Malaysia, this industry is also growing rapidly with more and more café and bars emerging in the market.
Nowadays, coffee drinking and alcohol drinking has gradually becoming a lifestyle. Coffee house is a place for fast-paced Malaysians to consider passing by as a part of their day. Bar on the other hand, is a place for Malaysians to socialize, have a break after a long day of work, or just to have fun. This business plan details a start-up of a unique two-in-one dining place where it serves as a coffee shop/café during the day and turns into a bar in the evening. It is a combination of two dining concepts in a single location. “Beans and Cheers” is planning to be located in Selangor, Malaysia. This business plan would include the introduction and background of the café, and also a description of the products and services to be provided. Porter’s Five Forces and SWOT analysis have been applied to analyse the industry and market environment in order to determine whether the business is feasible. This business plan also includes a marketing plan and the implementation in which the marketing 4Ps and marketing strategy would be discussed. Further on, a financial analysis will be executed to determine whether the proposed plan offers a profitable investment. |
URI: | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/72563 |
DOI: | 10.6342/NTU201902247 |
Fulltext Rights: | 有償授權 |
Appears in Collections: | 管理學院企業管理專班(Global MBA) |
Files in This Item:
File | Size | Format | |
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ntu-108-1.pdf Restricted Access | 3.8 MB | Adobe PDF |
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