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完整後設資料紀錄
DC 欄位 | 值 | 語言 |
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dc.contributor.advisor | 曹承礎(Seng-Cho Chou) | |
dc.contributor.author | Chanissara Sirirojana | en |
dc.contributor.author | 陳琳 | zh_TW |
dc.date.accessioned | 2021-06-16T08:09:21Z | - |
dc.date.available | 2020-08-06 | |
dc.date.copyright | 2020-08-06 | |
dc.date.issued | 2020 | |
dc.date.submitted | 2020-07-15 | |
dc.identifier.citation | 1. Food focus Thailand (2019). Thai Excise Department Imposed New Sugar Tax on Beverages. Retrieved from http://www.foodfocusthailand.com/news/thai-excise- department-imposed-new-sugar-tax-on-beverages 2. Community Enterprise Promotion Division under Department of Agricultural Extension (2019). คมู่ อื การจดทะเบยี นวสิ าหกจิ ชมุ ชนและเครอื ขา่ ยวสิ าหกจิ ชมุ ชน. Retrieved from http://www.sceb.doae.go.th/Documents/STC/MannualRegistrationCE62.pdf 3. Usa Sutthisakorn (2013). Learning in community: A case of successful community enterprise in the Northeast of Thailand. Retrieved from http://universitypublications.net/ijbms/0201/pdf/HVD550.pdf 4. Community Enterprise Promotion Division under Department of Agricultural Extension (2019). Community enterprise. Retrieved from http://doh.hpc.go.th/data/plan60/CommunityEnterprise.pdf 5. K SME Analysis (2019). รลู ้ กึ อาเซยี น อาหารและเครอื่ งดมื่ ไทยทําเงนิ . Retrieved from https://www.kasikornbank.com/th/business/sme/KSMEKnowledge/article/KSMEAnalysis/Documents/Thai-foods-and-beverages-for-ASEAN.pdf 6. Asia Food Beverage (2018). Integrating traditional herbs with modern food. Retrieved from https://www.asiafoodbeverage.com/305/ 7. Consultancy Asia (2018). BCG report highlights the growing upper wealth classes of ASEAN. Retrieved from https://www.consultancy.asia/news/1660/bcg-report- highlights-the-growing-upper-wealth-classes-of-asean 8. Food Navigator Asia (2018). 10 Global food and beverage trends transforming Thai market. Retrieved from https://www.foodnavigator-asia.com/Article/2018/06/25/10- global-food-and-beverage-trends-transforming-the-Thai-market 9. SCB Economic Intelligence Center (2018). Health craze and what it means for fruit juice manufacturers. Retrieved from https://www.scbeic.com/en/detail/product/4764 10. PwC Thailand (2020). Corporate – Taxes on corporate income. Retrieved from https://taxsummaries.pwc.com/thailand/corporate/taxes-on-corporate-income 11. Sub-Committee on Development and promotion of the use of simple nutrition symbols (2020). หลกั เกณฑแ์ ละเงอ่ื นไขการพจิ ารณาสญั ลกั ษณโ์ ภชนาการอยา่ งง่าย. Retrieved from http://healthierlogo.com/%E0%B8%AB%E0%B8%A5%E0%B8%B1%E0%B8%81%E0%B9%80%E0%B8%81%E0%B8%93%E0%B8%91%E0%B9%8C/. 12. Euromonitor International (2019). Asian specialty drinks in Asia Pacific. Retrieved form Euromonitor database. 13. Euromonitor International (2019). Asian specialty drinks in Thailand. Retrieved form Euromonitor database. 14. The Nielsen Company (2020). Retail and FMCG Landscape. Retrieved from Nielsen database. | |
dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/58250 | - |
dc.description.abstract | 泰國健康的亞洲特色飲料事業發展 | zh_TW |
dc.description.abstract | Time is the most valuable resource that cannot be bought in any circumstances. We all have limited amount of time per day. Hence, we have to prioritize the time spent on each activity carefully in order to utilize the given time efficiently and bring out the most desirable outcome. Although time is infinite, it is a limited resource and thus there is an opportunity cost. Oftentimes, people will have to make sacrifices or trade-off their healthy lifestyle in order to achieve or accomplish their personal or life goals. I, like all others, am also limited by 24 hours a day. And it is precisely this limit in time where the idea of Groove was born. People often do not have to the means to brew their own healthy ready-to-drink beverages during the day when they are at work. Prior to working, I would make and consume honey and lime juice at home every other day. After I started working, I was unable to continue this routine and also cannot find substitutes as most of the ready-to-drink products available in Thai market either contain high level of sugar, include a lot of artificial components or lack nutrition. Regular consumption of these products has caused numerous undesirable diseases to Thai consumers. With easier access to these information, Thai consumers are more and more attentive in selecting and consuming the products that are beneficial to their health, not only consider the likable of the taste as the main purchasing decision factor. As we may know, if there is enough need, there is a market and with this growing trend of health conscious lifestyle, a healthy ready-to-drink beverage readily available in the market will be not only suitable for the market but also solve my personal desire for a delicious yet healthy drink during the day. Groove is a company that aims to provide options of healthy ready-to-drink Asian specialty beverages easily accessible to Thai consumers. Groove focuses on using the natural and organic materials which are specifically selected and sourced from community enterprises in Thailand to produce the ready-to-drink Asian specialty beverage that is not only tasty and refreshing but also contains nutrients that are beneficial to consumers’ health. In addition, by collaborating with Thai community enterprises for the supply of raw materials, Groove will be directly supporting local farmers by using their products. Hence, Groove is offering the ready-to-drink Asian specialty beverage that is beneficial to both Thai consumers and Thai communities. | en |
dc.description.provenance | Made available in DSpace on 2021-06-16T08:09:21Z (GMT). No. of bitstreams: 1 U0001-1407202012534300.pdf: 3061776 bytes, checksum: 74c5497c76f58d8cf3a9de366636305a (MD5) Previous issue date: 2020 | en |
dc.description.tableofcontents | 1 INTRODUCTION AND COMPANY BACKGROUND........................................ 1 1.1 The Interests of the Business............................................ 1 1.2 Business Model Canvas ................................................... 4 1.2.1 Key Partners .......................................................... 4 1.2.2 Key Activities ........................................................ 5 1.2.3 Key Resources ......................................................... 5 1.2.4 Value Propositions .................................................... 5 1.2.5 Customer Relationships ................................................ 6 1.2.6 Channels............................................................... 6 1.2.7 Customer Segments ..................................................... 6 1.2.8 Cost Structure......................................................... 7 1.2.9 Revenue Streams........................................................ 7 1.3 Company Overview ........................................................ 7 1.3.1 Name of the Business................................................... 7 1.3.2 LOGO .................................................................. 8 1.3.3 Vision ................................................................ 8 1.3.4 Mission................................................................ 9 1.3.5 Goal of the Business .................................................. 9 2 SITUATION ANALYSIS ........................................................ 9 2.1 Industry Structure ...................................................... 9 2.2 External Environment Analysis............................................ 10 2.2.1 The Power of Customers: High........................................... 11 2.2.2 The Power of Suppliers: Low ........................................... 11 2.2.3 The Threat of New Entrants: Moderate .................................. 12 2.2.4 The Threat of Substitutes: High ....................................... 12 2.2.5 Rivalry among Existing Competitors: Low ............................... 13 2.3 Competitor Analysis ..................................................... 13 2.4 Customer Analysis ....................................................... 16 2.5 Market Opportunity ...................................................... 16 2.6 SWOT Analysis ........................................................... 19 3 MARKETING PLAN ............................................................ 21 3.1 Segmentation ............................................................ 21 3.2 Targeting................................................................ 22 3.3 Positioning ............................................................. 22 3.4 Marketing Mix ........................................................... 22 3.4.1 Product ............................................................... 22 3.4.2 Price ................................................................. 25 3.4.3 Place and Distribution Channels ....................................... 26 3.4.4 Promotion.............................................................. 28 4 OPERATIONAL MANAGEMENT .................................................... 29 4.1 Production Process....................................................... 29 4.2 Storage and Logistic .................................................... 29 5 ORGANIZATIONAL MANAGEMENT ................................................. 30 5.1 Organization structure .................................................. 30 5.2 Positions and Responsibilities .......................................... 32 5.3 Compensation and benefit................................................. 34 6 FINANCIAL PLAN ............................................................ 34 6.1 Important Assumption .................................................... 34 6.2 Forecasted Income Statement ............................................. 35 6.3 Scenario Analysis ....................................................... 38 7 FUTURE EXPANSION PLAN ..................................................... 39 7.1 Product Aspect .......................................................... 39 7.2 Distribution Aspect ..................................................... 39 REFERENCES .................................................................. 40 APPENDIX .................................................................... 42 | |
dc.language.iso | en | |
dc.title | 泰國健康的亞洲特色飲料事業發展 | zh_TW |
dc.title | Growing a Healthy Asian Specialty Beverage Business in Thailand | en |
dc.type | Thesis | |
dc.date.schoolyear | 108-2 | |
dc.description.degree | 碩士 | |
dc.contributor.oralexamcommittee | 陳文國 (Wen-Kuo Chen),盧信銘(Hsin-Min Lu) | |
dc.subject.keyword | 泰國,健康的亞洲特色飲料, | zh_TW |
dc.subject.keyword | Thailand,Asian Specialty Beverage,Healthy, | en |
dc.relation.page | 43 | |
dc.identifier.doi | 10.6342/NTU202001504 | |
dc.rights.note | 有償授權 | |
dc.date.accepted | 2020-07-16 | |
dc.contributor.author-college | 管理學院 | zh_TW |
dc.contributor.author-dept | 企業管理碩士專班 | zh_TW |
顯示於系所單位: | 管理學院企業管理專班(Global MBA) |
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