請用此 Handle URI 來引用此文件:
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完整後設資料紀錄
DC 欄位 | 值 | 語言 |
---|---|---|
dc.contributor.advisor | 曹承礎(Professor Sengcho T.Chou, Ph.D.) | |
dc.contributor.author | Thanyanun Pruekwattanachai | en |
dc.contributor.author | 卜珊元 | zh_TW |
dc.date.accessioned | 2021-06-17T07:19:16Z | - |
dc.date.available | 2019-07-11 | |
dc.date.copyright | 2019-07-11 | |
dc.date.issued | 2019 | |
dc.date.submitted | 2019-07-09 | |
dc.identifier.citation | Reference
Ministry of Industry. (2017, May 2). Trend of Thai Food Industry 2017. Retrieved from http://www.industry.go.th/industry/index.php/th/knowledge/item/39443-020525601645 Data Warehouse. (2018). Department of Business Development [PowerPoint slides]. Retrieved from https://www.dbd.go.th/download/document_file/Statistic/2561/T26/T26_201801.pdf The Statista Portal. (2016). Leading Countries in Pineapple Production Worldwide in 2016 (in 1,000 metric tons). The Statista Portal. Retrieved from https://www.statista.com/statistics/298517/global-pineapple-production-by-leading-countries/ Business News. (2018, Jan 5). NFI’s Direction for Thailand’s Future Food Industry. Bangkok Post. Retrieved from https://www.bangkokpost.com/business/news/1390222/nfis-direction-for-thailands-future-food-industry Patpon Sabpaitoon. (2018, Jan 14). A Spike in the Fruit Trade. Bangkok Post. Retrieved from https://www.bangkokpost.com/news/special-reports/1395622/a-spike-in-the-fruit-trade The Revenue Department. (2016, May 10) Corporate Income Tax. Tax Knowledge. Retrieved from http://www.rd.go.th/publish/841.0.html A. Kongsuwan, P. Suthiluk, T. Theppakorn, V. Srilaong and S. Setha. (2009). Bioactive Compounds and Antioxidant Capacities of Phulae and Nanglae Pineapple. Retrieved from https://owl.purdue.edu/owl/research_and_citation/apa_style/apa_formatting_and_style_guide/reference_list_electronic_sources.html Phulae Kasetbay. (2008). Phulae Pinapple. Retrieved from http://pulae.kasetbay.com/88-พื้นฐานเกี่ยวกับสับปะรด/322-สับปะรดภูแล Food Pack Thailand. (2016). Healthy Food and Beverage Trend. Retrieved from http://www.foodpackthailand.com/healthy-food-beverage-trend/ Tan Heng Hong. (2017, June 3). Tipco to Sell Consumer Pack Homsuwan Pineapple. Retrieved from https://www.minimeinsights.com/2017/06/03/tipco-aims-to- sell-consumer-pack-homsuwan-pineapple/ Phusadee Arunmas. (2018, June 13). Pineapple Price Bounce Seen. Bangkok Post. Retrieved from https://www.bangkokpost.com/business/news/1483861/pineapple-price-bounce-seen Annmarie Hanlon. (2018, October 31). How to Use Segmentation, Targeting and Positioning (STP) to Develop Marketing Strategies. Smart Insights. Retrieved from https://www.smartinsights.com/digital-marketing-strategy/customer-segmentation-targeting/segmentation-targeting-and-positioning/ Phulae Pineapple. (2017). Pineapple from Thailand. Tropical Green. Retrieved from https://www.tgfresh.com/product/phulae-pineapple-thailand/Parcel Fee. (2016). The Transport Co.,Ltd. Retrieved from http://home.transport.co.th/index.php/en/2014-12-16-07-24-56/บริการรับ-ส่งพัสดุภัณฑ์.html The Chiangrai Provincial Office. (2014). Chiang Rai Development Plan 2014 to 2017. Retrieved from http://www.pdc.go.th/wp-content/uploads/2015/11/แผนพัฒนาจังหวัดเชียงราย57_60_ฉบับทบทวน.pdf Thairath Newspaper. (2018). 'สนธิรัตน์' รับมือผลไม้ภาคเหนือ-ใต้ ปริมาณ 1.2 ล้านตัน. Thairath. Retrieved from https://www.thairath.co.th/content/1281734 Prachachat.net. (2019). เอฟทีเอ ดัน ส่งออกผลไม้ไทย ไปอาเซียนกระฉูด 6,429. Prachachat. Retrieved from https://www.prachachat.net/economy/news-308458 ทศพล หงษ์ทอง. (2016). ส่องเทรนด์บริโภค อาหารอาเซียน. Post Today Publishing. Retrieved from https://www.posttoday.com/aec/scoop/446504 Chiang Rai News. (2017, July 6). ความห่วงใยที่ต้องส่งไปถึง เกษตรกรชาวสวนสับปะรด Retrieved from http://www.เชียงรายนิวส์.com/คอลัมน์/ความห่วงใยที่ต้องส่งไป/ Pavinee Thepkhamram. (2014, January 16). หนุนคนไทยบริโภคผัก ผลไม้ ลดภาวะโรคเรื้อรัง Retrieved from https://www.thaihealth.or.th/Content/23326-หนุนคนไทยบริโภคผัก%20ผลไม้%20ลดภาวะโรคเรื้อรัง.html Phulae Over Supply (2018, June 20). Agriculture. Thai PBS News. Retrieved from https://news.thaipbs.or.th/content/272875 Warning New Pineapple growers. (2018, June 20). Agriculture. Thai PBS News. Retrieved from https://news.thaipbs.or.th/content/272878 Fresh Sealer DB (2017). Fresh Sealer. Vacuum Sealer. Retrieved from https://vacuumsealer.lnwshop.com/product/22/เครื่องซีลสูญญากาศ-fresh-sealer-fs-double-รุ่น-db World Health Organization (2019, February, 17). e-Library of Evidence for Nutrition Actions (eLENA) Retrieved from https://www.who.int/elena/titles/fruit_vegetables_ncds/en/ Lester Wan. (2018, August 15). Thai Food Trends: Plant-Based Diets and Personalization on the Rise as Health Awareness Increases. Retrieved from https://www.foodnavigatorasia.com/Article/2018/08/15/Thai-food-trends-Plant-based-diets-and-personalisation-on-the-rise-as-health-awareness-increases | |
dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/73139 | - |
dc.description.abstract | Abstract
Fruit is a significant part of the human diet. It contains nutrients that enhance and maintain body health. Because of its various nutritional benefits, fruit consumption has increased over the years. This increasing number has led to the growing of the giant fruit industry all over the world. Thailand, simply known as a country that produces the best tropical fruits in the world, is the major supplier and exporter of tropical fruits, namely durians, mangoes, guavas, bananas, mangosteens, oranges, coconuts, rambutans, lychees, and pineapples. A single fruit might have lots of varieties and many people might not know about that. This business plan focuses on building a brand for “Phulae” pineapple, one of the notable pineapple varieties. Even though it is smaller than the regular pineapple, but it is sweeter, tastier, and crispier and this pineapple variety is introduced from Chiang Rai, the Northern Province in Thailand. Furthermore, since “Phulae” has not been extensively known over nationwide, this business plan would highlight on the product background, key to success, along with competitor analysis based on framework of resources that comprise all businesses. It also covers market opportunity, the Porter’s Five Forces model of the industry. At the end of the study, long-range strategic planning, in essence, of marketing, financial, operational plan are determined in order to meet such objective. | en |
dc.description.provenance | Made available in DSpace on 2021-06-17T07:19:16Z (GMT). No. of bitstreams: 1 ntu-108-R06749036-1.pdf: 3804247 bytes, checksum: 4b71721c7ebb11284b8309dee8f57be7 (MD5) Previous issue date: 2019 | en |
dc.description.tableofcontents | Table of Contents
1. EXECUTIVE SUMMARY 1 2. INDUSTRIAL BACKGROUND 3 2.1 THE INTEREST OF BUSINESS 6 2.1.1 Agricultural Economy in Thailand 6 2.1.2 Thai fruits in international market 8 2.1.3 Phulae Pineapple Market 10 2.1.4 Market Attractiveness and Opportunities 12 2.2 BUSINESS MODEL CANVAS 13 2.2.1 Value Proposition 14 2.2.2 Customer Segments 14 2.2.3 Channels 15 2.2.4 Customer Relationships 15 2.2.5 Revenue Streams 15 2.2.6 Key Resources 15 2.2.7 Key Activities 15 2.2.8 Key Partnerships 16 2.2.9 Cost Structure 16 2.3 COMPANY OVERVIEW 16 2.3.1 Company Introduction 16 2.3.2 Logo 17 2.3.3 Vision 17 2.3.4 Mission 18 2.3.5 Goal 18 3. SITUATIONAL ANALYSIS 19 3.1 FIVE FORCES ANALYSIS 19 3.1.1 Bargaining Power of Suppliers (Low) 19 3.1.2 Bargaining Power of Customers (High) 21 3.1.3 Rivalry Among Competitors (Moderate) 21 3.1.4 Threat of New Entrants (Moderate) 21 3.1.5 Threat of Substitute Products (High) 22 3.2 COMPETITOR ANALYSIS 22 3.2.1 Direct competitors 23 3.2.2 Indirect Competitors 26 3.3 STRENGTH AND WEAKNESS ANALYSIS 29 3.3.1 Strengths 30 3.3.2 Weaknesses 30 3.4 OPPORTUNITY AND THREAT ANALYSIS 30 3.4.1 Opportunities 31 3.4.2 Threats 31 4. MARKETING PLAN 33 4.1 SEGMENTATION, TARGETING AND POSITIONING 33 4.1.1 Segmentation 33 4.1.2 Targeting 34 4.1.3 Positioning 34 4.2 MARKETING MIX 36 4.2.1 Product 36 4.2.2 Price 38 4.2.3 Place 40 4.2.4 Promotion 42 5. OPERATIONAL PLAN 45 5.1 SUPPLIER MANAGEMENT 45 5.2 SUPPLY CHAIN MANAGEMENT 46 5.3 REPACKAGING 46 5.4 PAYMENT MANAGEMENT 47 6. HUMAN RESOURCES MANAGEMENT 48 6.1 OBJECTIVES 48 6.2 ORGANIZATIONAL STRUCTURE 48 6.3 ROLES AND RESPONSIBILITIES 49 6.4 EMPLOYEE MANAGEMENT 51 7. FINANCIAL PLAN 53 7.1 OBJECTIVES 53 7.2 CAPITAL INVESTMENT 53 7.3 IMPORTANT ASSUMPTION 53 7.4 FINANCIAL DECISION 60 8. FUTURE EXPANSION STRATEGY 64 REFERENCE 66 | |
dc.language.iso | en | |
dc.title | 小鳳梨 - 泰國Phulae 鳳梨的新面貌 | zh_TW |
dc.title | Baby Pineapple
New Face of Phulae Pineapple in Thailand | en |
dc.type | Thesis | |
dc.date.schoolyear | 107-2 | |
dc.description.degree | 碩士 | |
dc.contributor.oralexamcommittee | 盧信銘(Associate Professor Hsin Min Lu),謝冠雄(Adjunct Professional Expert Edward K.Hsieh) | |
dc.subject.keyword | 小鳳梨, | zh_TW |
dc.subject.keyword | Thai agriculture,Tropical fruit,Pineapple,Phulae pineapple, | en |
dc.relation.page | 68 | |
dc.identifier.doi | 10.6342/NTU201901323 | |
dc.rights.note | 有償授權 | |
dc.date.accepted | 2019-07-10 | |
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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