| Summary: | 碩士 === 輔仁大學 === 國際創業與經營管理學程碩士在職專班 === 98 === Executive Summary
Due to the present Taiwan dessert market become more and more competitive, just like Mother's Day, many bakeries promote their special products, for example: Starbucks, 85℃ and other normal bakery, they all promote Mother's Day cake series and some dessert during that period of time; Besides each and every unique holiday, Taiwan and Asian market, also gradually starts focusing on the concept of “Lohas”. Also more and more people in Taiwan accept afternoon tea and the slow live life manner, therefore, we see this emerging dessert in Taiwan with highly optimistic.
We mainly combine traditional dessert and Taiwan's tea as a set of products, which means we take Taiwan's traditional dessert as a base, and create a series of new products, which contains original ingredients and other fruits and flavor, such as matcha. Once if we pass all the tests and our new products and will go on to the market, enables our customers enjoy tasting the traditional dessert with some creativity ideas, in addition, we will also provide our customer afternoon for a leisure time to go, which also can be” a third place”, our customers might chat with some good friends, and they could also use wireless internet in our store, besides chatting with their good friend, we provide a place that can enjoy the entire afternoon during the afternoon time.
We choose to open our store in some “shopping zone” near campus, because there are lots of students passing through the shopping area, whenever they need a place to rest or a place to discuss their homework, this also correspond with our concept that want to deliver to our customers, passion, creativity and full of energy as our purpose of marketing. As our management team, we would like to recruit awarded chiefs and some young chiefs, in order a build a stage for them to practice and show their creativity.
Look around the Taiwan dessert market, there are full of cakes and coffees occupy most of the market share, thus we choose to walk in a different path, we hope using our passion and desire to inspire and push Taiwan dessert to the whole world!
Previous Remark
Taiwan, a heaven full of good food, places such as Taiwan contains a variety of food and snacks, which also called “Xiao Chi” represent the diversify of immigrants in Taiwan. Taiwan's snack compatible and gathers, from the fancy high class restaurant to street vendor Xiao Chi, they all symbolize the sensitivity of Taiwanese people, from western style burger restaurant to Japanese Shushi food; Taiwan, from south to north, from north to south, foods are everywhere as we can see, this feature is kind of similar to Taiwanese's individuality to be ordinary, contains and has the thick cultural connotation. If we flip through newspaper or magazines, no matter which one kind of newspaper they are, there certainly has the trifle length recommendation or a top five-star food material even a must snatches dining room with a discount to offer, what does it reflected? It shows that Taiwanese people are interested in eating and we all have our own knowledge of eating. Therefore many special snacks stand in great numbers, the roadside vendors, or the night market culture already deeply plants Taiwanese's culture for a deep way of living, and the diverse diet culture has also accomplished Taiwan’s restaurant business.
In Taiwan one of enrich food culture treasure island, since it has make lots of people crazy about Taiwan’s food , like people in mainland China, Japanese, for example: The pineapple cake, the ox-tongue cookie and the cream cake made with wheat flour and so on all are quite have the represent position of Taiwan. Foods in Taiwan also make people who live abroad or overseas Taiwanese miss their hometown. Our customer can have these local delicacies and enjoy the whole afternoon .Our customers may match up a pot of tea and meet with their good friends in our shop and talks about old days or be with themselves alone in our shop. Such dessert or the way of having afternoon tea to the Taiwanese, it already symbolize one cultural representative, since also has been one kind long-time exists in the Taiwan, cannot be substituted by any other kind of feature .
Therefore, my original concept of designing break time lounge was by “the round table” which eats meal in the Chinese uses, after in my hour impression, the red big round table always also has the temple fair time appearance in the marriage ceremony, which is different from the general upright long table and the square table is our house, the round table symbolize a reunion as well as complete meaning, also simultaneously symbolizes the happiness sharing. Chinese people always fastidious friendly, everybody eats meal and sit in a round table shares everything, for example share life intravenous drip maintaining passion, therefore in Chinese's custom, the round table has acted an extremely important role. I will express “friendly” and “complete” through round table, therefore, I hope all of employees and colleagues can be happy and joyful forever.
In addition, we serve the afternoon tea as a base, and provide our customers wireless internet in our store, and a nice place to go. Even though Taipei has already been a highly developed city, wherever you walk in Taipei, many stores and restaurants does not provide internet, such as Starbucks and 85℃, even in Starbucks you have to bring your own Wifi card or pay the store. As we get the latest information, it is a trouble for a lot of people to reach the information and internet , obtain the most recent information, this regarding very many people, is one kind of puzzle, such puzzled me also to experience. Therefore I must provide to mine visitor such service, while enjoys the afternoon tea at the same time, at the same time obtains the most recent information, this could be the new wave tidal current, we will all be supposed while profoundly with own culture contact, also will follow the Western time the progress, therefore, the shop will represent not only will only be the Taiwan culture, but will be one kind of new old generation's union, the East and the West fine along with, I hoped will be able Taiwan's cultural affiliation western-style management way, to promote the Taiwan culture to be deeper a value to let such diet, will be able to create more some to Taiwan’s society this place new concept, or surges more new generation of Taiwanese’s regarding this land more emotions.
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