| Summary: | 碩士 === 輔仁大學 === 金融與國際企業學系金融碩士班 === 103 === This research focuses on the investment plan of a case company, which is one of the few large-scale Chinese-style catering enterprises in Taiwan featuring brand management. The company intends to expand its business to the Chinese market and start up from Shanghai to make the brand well-known in Mainland China. As the first-class war zone to be invested by domestic and foreign catering enterprises, Shanghai faces a particularly grim investment environment. The cultural differences between Taiwan and Shanghai also lead to a high potential crisis of survival. The research aims to assist the entrepreneurs to evaluate the value of their investment, and understand the target market, so as to take appropriate business strategy and investment blueprint plan.
To know the characteristics and current situation of the market and industry, with Shanghai Chinese-style fast food market as the object of study, the research further explores the market competition, namely, the biggest concern of enterprises, by qualitative analyses of diamond model, five forces model and SWOT analysis, and by quantitative analysis of market supply and demand plane.
After summarizing corporate experiences and market plane information, the research studies the operational planning of the case company and predicates the financial statements in the next five years on the basis of the rationally estimated data. Besides, discounted cash flow model is used as the major evaluation method. In accordance with the research findings, if the things go as estimated, the investment value will be a real existence; but if the actual situation goes against the expectation, it is highly probable to lose the investment. Facing the investment market full of business opportunities yet perilous environment, the thesis takes the number of expanded stores, per customer transaction, daily table turnover rate and material cost as test variables. And it can be founded that, the number of the stores and the de-rated daily table turnover rate all have a far-reaching impact on the investment value. The entrepreneurs may bear high risks.
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