| Summary: | 碩士 === 南台科技大學 === 商管專業學院 === 102 === After graduation in Poland I has always dreamed about running my own busi-ness, which doesn’t require large financial outlays. Unfortunately, market in Poland is very saturated and it was hard to find interesting and profitable business. After I arrived to Taiwan I started to get to know the local culture and something that really caught my attention is the eating habits of the inhabitants of the island. They are completely differ-ent than the Europeans, who mainly dine at their homes and chiefly choose restaurants if there is an occasion like birthdays, anniversaries or Valentine's Day. In Taiwan, eat-ing out is very common, 93% of Taiwanese declare that eat at least one meal a week outside the home, 34% dine out four times a week. Among young people and students, this percentage is even greater. Besides, I observed how young Taiwanese are fascinat-ed by Western culture and all things associated with it. I began to wonder how to use it and I got the idea of opening a bar with European food. As an example, served me a chain of Spaghetti Bar "Piccolo" from my home city. As a business student, I was curi-ous if the restaurant has a chance of success, and whether it will be profitable, that is why this business plan should answer the above question.
This paper provides a strategic analysis of the Taiwanese market of small and medium-sized restaurant based on the SWOT analysis and Porter's five forces model. Porter's five forces model is used to analyze the overall market. In addition to provide considerable knowledge of the characteristics of Taiwan, in order to scan for potential new entrants PEST analysis was conducted. To understand the current situation in the industry, potential competitors and regulations, the information were collected from different sources such as governmental website.
The results of this qualitative research and financial analysis showed that there is a real space for further expansion in the small and medium-sized restaurants, especially in such a location that is Nantai street, near a large University. The results showed that the Spaghetti Bar "Little Italy" may be a good idea in Taiwan.
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