| Acknowledgements | 第7-9页 |
| 摘要 | 第9-10页 |
| Abstract | 第10页 |
| Chapter One Introduction | 第16-37页 |
| 1.1 Background | 第16-18页 |
| 1.1.1 Coffee overview | 第16-17页 |
| 1.1.2 Coffee Plantations | 第17-18页 |
| 1.2 Current Status | 第18-25页 |
| 1.2.1 Nicaragua overview | 第18-19页 |
| 1.2.2 Coffee consuming behavior of Nicaraguans | 第19-20页 |
| 1.2.3 The project & company description | 第20-22页 |
| 1.2.4 Coffee shop industry | 第22-25页 |
| 1.3 Research implications | 第25-32页 |
| 1.3.1 Theoretical implications | 第25-29页 |
| 1.3.2 Practical implications | 第29-32页 |
| 1.4 Research contents and methods | 第32-37页 |
| 1.4.1 Research contents | 第32-34页 |
| 1.4.2 Research methods | 第34-37页 |
| Chapter Two Literature Review | 第37-51页 |
| 2.1 Literature review | 第37-41页 |
| 2.1.1 Consumer behavior | 第37-38页 |
| 2.1.2 The right place to create attachment | 第38-39页 |
| 2.1.3 Coffee shops | 第39-40页 |
| 2.1.4 First mover advantage | 第40页 |
| 2.1.5 Types of innovation | 第40-41页 |
| 2.2 Models/concepts/frameworks | 第41-51页 |
| 2.2.1 PESTLE | 第41-48页 |
| 2.2.2 Porter Five forces | 第48-50页 |
| 2.2.3 SWOT Analysis | 第50-51页 |
| Chapter Three Opportunities and Innovation | 第51-64页 |
| 3.1 Market research | 第51-52页 |
| 3.1.1 The gap | 第51页 |
| 3.1.2 Tackling the Gap | 第51-52页 |
| 3.1.3 Expected Challenges | 第52页 |
| 3.2 Industry analysis | 第52-60页 |
| 3.2.1 Current competitive situation | 第52-60页 |
| 3.2.2 Projected strategic moves by current players | 第60页 |
| 3.2.3 Changes brought to the competitiveness of the industry by the new venture | 第60页 |
| 3.3 Innovations brought to the industry by the new venture | 第60-61页 |
| 3.3.1 Intellectual property/patents | 第60-61页 |
| 3.4 Strategy | 第61-62页 |
| 3.4.1 Sources of differentiation and competitive advantage | 第61-62页 |
| 3.5 Ethics and sustainability | 第62-64页 |
| Chapter Four The company and team | 第64-67页 |
| 4.1 Legal structure | 第64页 |
| 4.2 Ownership | 第64页 |
| 4.3 The advisory board | 第64-65页 |
| 4.3.1 Finance | 第64-65页 |
| 4.3.2 Marketing | 第65页 |
| 4.3.3 Grader | 第65页 |
| 4.4 The Management Team | 第65-67页 |
| 4.4.1 General Manager | 第65页 |
| 4.4.2 Marketing and Community Manager | 第65-66页 |
| 4.4.3 Expected contributions of each team member | 第66页 |
| 4.4.4 Expected salary | 第66-67页 |
| Chapter Five Marketing plan | 第67-77页 |
| 5.1 Identification of customers | 第67页 |
| 5.2 Number of potential customers and potential sales revenues | 第67-68页 |
| 5.3 Requirements of various customer segments | 第68-69页 |
| 5.3.1 Location | 第68-69页 |
| 5.3.2 Product customization | 第69页 |
| 5.3.3 Ambient | 第69页 |
| 5.4 Appropriate sales and promotion approaches | 第69-71页 |
| 5.5 Analysis of purchase decisions and consumer behavior | 第71-73页 |
| 5.6 Customer price sensitivity | 第73-74页 |
| 5.7 Cost of acquiring and retaining customers | 第74-75页 |
| 5.8 Strengths and weaknesses of competitors‘ reactions | 第75-77页 |
| 5.8.1 Strengths | 第75-76页 |
| 5.8.2 Weakness | 第76-77页 |
| Chapter Six Operating and Financial plans | 第77-93页 |
| 6.1 Conversion of inputs into outputs that customer value | 第77-79页 |
| 6.1.1 Degree of routine for coffee conversion | 第77页 |
| 6.1.2 Degree of routine of the personnel | 第77-78页 |
| 6.1.3 Complexity of Coffee processing | 第78页 |
| 6.1.4 Complexity of Personnel training | 第78-79页 |
| 6.2 Supplier relationships | 第79-82页 |
| 6.2.1 Inventory Required | 第80-82页 |
| 6.3 Manufacturing/service provision | 第82-83页 |
| 6.4 In-house/Outsourced Operations | 第83-84页 |
| 6.4.1 In-house Operations | 第83页 |
| 6.4.2 Outsourced Operations | 第83-84页 |
| 6.5 Financial plan | 第84-90页 |
| 6.5.1 Cost calculations | 第84-85页 |
| 6.5.2 Projected Break-Even Point | 第85-87页 |
| 6.5.3 Projected Cash flows | 第87-89页 |
| 6.5.4 Analysis of risk, present value, IRR, etc | 第89页 |
| 6.5.5 Analysis of Possible Scenarios and Probability of Occurrence | 第89-90页 |
| 6.6 Contingency plans (linked to scenarios in 6.5.4) | 第90-93页 |
| 6.6.1 Triggers/Thresholds to Change Courses | 第92-93页 |
| Chapter Seven Conclusions | 第93-95页 |
| 7.1 Main research conclusions | 第93页 |
| 7.2 Limitations and future research directions | 第93-95页 |
| 7.2.1 Future research | 第94-95页 |
| References | 第95-97页 |
