本文的目的是在尼加拉瓜當(dāng)?shù)赝瞥鲆环N新概念的精品咖啡館。這家咖啡館的主旨是采用源自世界各地的咖啡豆烘焙制作各種風(fēng)味的咖啡飲品,這樣讓尼加拉瓜當(dāng)?shù)氐目Х葠酆谜邆儾挥米叱鰢T就能品嘗世界各地的咖啡。新概念咖啡館將填補(bǔ)當(dāng)?shù)乜Х瑞^的空白,打造一種全新的咖啡文化。

【文章頁數(shù)】：97 頁

【學(xué)位級別】：碩士

【文章目錄】：
Acknowledgements
摘要
Abstract
Chapter One Introduction
    1.1 Background
        1.1.1 Coffee overview
        1.1.2 Coffee Plantations
    1.2 Current Status
        1.2.1 Nicaragua overview
        1.2.2 Coffee consuming behavior of Nicaraguans
        1.2.3 The project & company description
        1.2.4 Coffee shop industry
    1.3 Research implications
        1.3.1 Theoretical implications
        1.3.2 Practical implications
    1.4 Research contents and methods
        1.4.1 Research contents
        1.4.2 Research methods
Chapter Two Literature Review
    2.1 Literature review
        2.1.1 Consumer behavior
        2.1.2 The right place to create attachment
        2.1.3 Coffee shops
        2.1.4 First mover advantage
        2.1.5 Types of innovation
    2.2 Models/concepts/frameworks
        2.2.1 PESTLE
        2.2.2 Porter Five forces
        2.2.3 SWOT Analysis
Chapter Three Opportunities and Innovation
    3.1 Market research
        3.1.1 The gap
        3.1.2 Tackling the Gap
        3.1.3 Expected Challenges
    3.2 Industry analysis
        3.2.1 Current competitive situation
        3.2.2 Projected strategic moves by current players
        3.2.3 Changes brought to the competitiveness of the industry by the new venture
    3.3 Innovations brought to the industry by the new venture
        3.3.1 Intellectual property/patents
    3.4 Strategy
        3.4.1 Sources of differentiation and competitive advantage
    3.5 Ethics and sustainability
Chapter Four The company and team
    4.1 Legal structure
    4.2 Ownership
    4.3 The advisory board
        4.3.1 Finance
        4.3.2 Marketing
        4.3.3 Grader
    4.4 The Management Team
        4.4.1 General Manager
        4.4.2 Marketing and Community Manager
        4.4.3 Expected contributions of each team member
        4.4.4 Expected salary
Chapter Five Marketing plan
    5.1 Identification of customers
    5.2 Number of potential customers and potential sales revenues
    5.3 Requirements of various customer segments
        5.3.1 Location
        5.3.2 Product customization
        5.3.3 Ambient
    5.4 Appropriate sales and promotion approaches
    5.5 Analysis of purchase decisions and consumer behavior
    5.6 Customer price sensitivity
    5.7 Cost of acquiring and retaining customers
    5.8 Strengths and weaknesses of competitors‘ reactions
        5.8.1 Strengths
        5.8.2 Weakness
Chapter Six Operating and Financial plans
    6.1 Conversion of inputs into outputs that customer value
        6.1.1 Degree of routine for coffee conversion
        6.1.2 Degree of routine of the personnel
        6.1.3 Complexity of Coffee processing
        6.1.4 Complexity of Personnel training
    6.2 Supplier relationships
        6.2.1 Inventory Required
    6.3 Manufacturing/service provision
    6.4 In-house/Outsourced Operations
        6.4.1 In-house Operations
        6.4.2 Outsourced Operations
    6.5 Financial plan
        6.5.1 Cost calculations
        6.5.2 Projected Break-Even Point
        6.5.3 Projected Cash flows
        6.5.4 Analysis of risk, present value, IRR, etc
        6.5.5 Analysis of Possible Scenarios and Probability of Occurrence
    6.6 Contingency plans (linked to scenarios in 6.5.4)
        6.6.1 Triggers/Thresholds to Change Courses
Chapter Seven Conclusions
    7.1 Main research conclusions
    7.2 Limitations and future research directions
        7.2.1 Future research
References



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