請用此 Handle URI 來引用此文件:
http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/68003
完整後設資料紀錄
DC 欄位 | 值 | 語言 |
---|---|---|
dc.contributor.advisor | 郭佳瑋(Chia-Wei Kuo) | |
dc.contributor.author | Pimonkae Virojvatanakul | en |
dc.contributor.author | 倪雲瑩 | zh_TW |
dc.date.accessioned | 2021-06-17T02:11:07Z | - |
dc.date.available | 2018-02-26 | |
dc.date.copyright | 2018-02-26 | |
dc.date.issued | 2018 | |
dc.date.submitted | 2018-01-18 | |
dc.identifier.citation | Chayanon, V. (2016). Online Food Businesses, Capturing a Piece of the Growing Pie. Retrieved October 18, 2017, from https://www.scbeic.com/en/detail/product/ 2679
Crawford, E. (2017). Nutrition experts predict sustainability ‘most important’ trend for 2017. Retrieved October 25, 2017, from https://www.foodnavigator-usa.com/Article/2017/01/09/Nutrition-experts-predict-sustainability-most-important-trend-for-2017 Fredrickson, T. (2017). Thailand in social media world's top 10. Retrieved October 15, 2017, from https://www.bangkokpost.com/learning/advanced/1255403/ thailand-in-social-media-worlds-top-10 IFOAM. (2017). Definition of organic agriculture. Retrieved November 7, 2017, from https://www.ifoam.bio/en/organic-landmarks/definition-organic-agriculture Keyman Group. (2013). Fixed assets depreciation calculation. Retrieved November 29, 2017 ,from http://keymangroup.blogspot.tw/2013/05/blog-post_1.html Machin, E. (2015). What is earned, owned & paid media? The difference explained. Retrieved October 23, 2017, from https://www.titangrowth.com/newsarticles/ trifecta.html Magloff, L. (2017). Value-Based Pricing Strategy. Retrieved October 17, 2017, from http://smallbusiness.chron.com/value-based-pricing-strategy-2727.html Montri, A. (2017). อยากขายได้ต้องรู้! 5พฤติกรรมผู้บริโภคชาวไทย. Retrieved October 12, 2017, from http://www.thaismescenter.com/อยากขายได้ต้องรู้-5-พฤติกรรมผู้บริโภคชาวไทย/ Newman, D. (2014). The Role Of Paid, Owned And Earned Media In Your Marketing Strategy. Retrieved October 23, 2017, from https://www.forbes.com/sites/ danielnewman/2014/12/03/the-role-of-paid-owned-and-earned-media-in-your-marketing-strategy/2/#30ad86a43cd4 Office of Agricultural Economics. (2016). KOFC เปิดมุมวิเคราะห์รายได้ภาคเกษตร หลังรัฐดันท่องเที่ยวเชิงเกษตรไทยช่วงวันหยุดยาว. Retrieved October 25, 2017, from http://www.oae.go.th/ewtadmin/ewt/oae_web/ewt_news.php?nid=22762 &filename=index Puregreen. (2017). The wonderful benefits of cold pressed juice. Retrieved October 17, 2017, from https://www.puregreen.com/pure-green-magazine/benefits-of-cold-pressed-juice Rai Pluk Rak. (2001). IFOAM. Retrieved November 7,2017, from http://www.thaiorganicfood.com/ifoam.php TCIJ. (2013). Consumption behavior of Thai people. Retrieved October 15, 2017, from http://www.tcijthai.com/news/2013/11/watch/3464 Thairath. (2013). โพลชี้คนกรุงนิยมรับประทานอาหารเพื่อสุขภาพ! Retrieved October 29, 2017, from https://www.thairath.co.th/content/350968 Wangkiat, P. (2016). Generation Y Thailand: A new Me Generation?. Retrieved October 23, 2017, from https://www.bangkokpost.com/learning/advanced/ 1038478/generation-y-thailand-a-new-me-generation- | |
dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/68003 | - |
dc.description.abstract | “將有機農場體驗轉化為泰國農業觀光目的地”的商業計劃將研究在泰國開設有機農場與餐廳的機會和可行性。
近年來,吃健康有機食品的趨勢急劇增加,特別是食物直接來自有機農場。而且,泰國農業觀光目的地的概念在國內越來越受歡迎,因此,有機農場目的地是創業者一個千載難逢的機會。 Field Good Farm 位於曼谷附近的一個面向體驗的有機農場,不僅提供有機食品和蔬菜,還提供各種有趣的活動和舒適的環境及無壓力的氛圍,讓顧客可以在那裡享受田園時光。因此,通過設立這個業務,它可以成為一個聚會的目的地,還有良好的有機食品以及家庭戶外活動的好地方,而不必長途跋涉。 此業務將不斷獲得收益,回收期為3.42年。從財務計劃,我們可以估計農場經營的利潤和未來商機的可能性。 | zh_TW |
dc.description.abstract | The business plan “Turning Organic Farm Experience into Agro Tourism Destination in Thailand” will study on the opportunity and feasibility for establishing an organic farm and restaurant in Thailand.
The trend of eating healthy and organic food has increased dramatically in recent years; especially the food comes directly from farm. Also, the concept of agro-tourism destination in Thailand has become more popular all over the nation; therefore, organic farm destination is an interesting opportunity to start the business. Field Good Farm is an experience oriented organic farm near Bangkok that provides not only organic meals and vegetables but also wide range of fun activities and the greenery, pleasant environment and stress-free atmosphere that customers can enjoy the time there. Therefore, by setting up this business it can be a get together destination that offers a good organic food as well as a place for family outdoor activities without having to drive a long journey. The business will have continually gaining income, with payback period of 3.42 years. From the financial plan, we could estimate the profit made in running the farm and possibility of future business opportunities. | en |
dc.description.provenance | Made available in DSpace on 2021-06-17T02:11:07Z (GMT). No. of bitstreams: 1 ntu-107-R05749009-1.pdf: 9215407 bytes, checksum: 44f326053999ecbbb32ce13d8d1ae1db (MD5) Previous issue date: 2018 | en |
dc.description.tableofcontents | LIST OF FIGURE………………………………………………………………..…..vii
LIST OF TABLE……………………………………………………………...……...ix 1. EXECUTIVE SUMMARY………………………………………………..……….1 2. INTRODUCTION AND COMPANY BACKGROUND………………………….2 2.1. BUSINESS MODEL CANVAS……………………………………………...3 2.2. THE INTERESTS OF THE BUSINESS……………………………………..3 2.3. COMPANY OVERVIEW……………………………………………………5 2.3.1. Name of The Business………………………………………..………..5 2.3.2. LOGO……………………………………….………………..………..6 2.3.3. Vision……………………………………..…………………..………..6 2.3.4. Mission....…………………………………………...………..………..6 2.3.5. Goal of The Business…………………………………………………..7 3. SITUATIONAL ANALYSIS…………………………….………...……………..7 3.1. INDUSTRY STRUCTURE.…..…………………...……….……….………..7 3.2. EXTERNAL ENVIRONMENT ANALYSIS……………………………....10 3.2.1. Power of Suppliers…………………………………………………...10 3.2.2. Power of Customers.………………………….……………………...11 3.2.3. Threat of New Entrants……………………………….……………...11 3.2.4. Threat of Substitute….…….………………………….……………...11 3.2.5. Competitive Rivalry….…….………………………….……………...12 3.3. COMPETITOR ANALYSIS….…….………………………….…………...12 3.3.1. Direct Competitors….…….……….…………………….…………...13 3.3.2. Indirect Competitors….…….………………………….………….....15 3.4. CUSTOMER ANALYSIS….…….………………………….……………...18 3.5. STRENTH AND WEAKNESS ANALYSIS……………………………….20 3.5.1. Strength of The Business……………………….…………………….20 3.5.2. Weakness of The Business…………………………………...……….20 3.6. OPPORTUNITY AND THREAT ANALYSIS………………………….….20 3.6.1. Opportunity of The Business…………………………………...…….20 3.6.2. Threat of The Business……………………………………………….21 4. MARKETING RESEARCH……………………..……………………...……….22 4.1. THE OBJECTIVES OF MARKETING RESEARCH…………………..….22 4.2. THE SCOPE OF MARKETING RESEARCH...………………………..….23 4.3. THE RESULT OF MARKETING RESEARCH………………………...….23 5. MARKETING PLAN………………………………………………………...….25 5.1. SEGMENTATION………….…………………………………………...….25 5.2. TARGETING………………………………………………………..…...….26 5.3. POSTIONING.……………………………………………………….....…...26 5.3.1. Point of Parity and Point of Difference……………….……..…...….26 5.3.2. Positioning Map……………………………………………...…...….27 5.4. MARKETING MIX..………………………………………………..…...….28 5.4.1. Product & Service……………………………………………………28 5.4.2. Price.………………………………………………………..…….….35 5.4.3. Place.………………………………………………………..…….….37 5.4.4. Promotion.…………………………………………………..…….….40 6. OPERATIONAL PLAN.………………………………………….…..……...….45 6.1. LAYOUT OF FIELD GOOD FARM.…………………………………...….46 6.2. FARM OPERATION.………………………………………….…..…….….47 6.2.1. Farm Operation Planning.………………………………….…….….47 6.2.2. Organic Certification Requirement.…………………...………….….47 6.2.3. Farm Ecosystem Management.…………………...…….…..…….….49 6.3. ACTIVITY CENTER OPERATION.………………………………...….….52 6.3.1. Ticket Counter.………………………………………………...….….52 6.3.2. Farming Activity Operation.………………………………......….….53 6.3.3. Seasonal Crafting Activities and Cooking Session.…………….…....53 6.3.4. Organic Farming Workshop.………………………………....…..….54 6.4. RESTAURANT OPERATION.……………………………………....….….54 6.4.1. Operation Process.………………………………….………....….….55 6.4.2. Raw Materials and Ingredients.…………………………………..….56 6.4.3. Supplier Selection Criteria.………………………...……………..….56 6.4.4. Raw Materials Inspection and Storage.….……………………….….57 6.5. ORGANIC SHOP OPERATION.….……………………….……………….57 6.5.1. Organic Shop Atmosphere.….……………………………………….57 6.5.2. Products.….………………………………………....……………….58 6.5.3. Payment and Cash Handling.….…………………………………….58 6.5.4. Inventory Management.….…………………..……………………….58 6.5.5. Delivery.….…………………………………………………….…….58 6.6. CUSTOMER SERVICE.….…………………………..…………………….59 7. ORGANIZATION MANAGEMENT.….………………………...…..…...…….59 7.1. OBJECTIVES.….…………………………..…...……………………….….59 7.2. ORGANIZATION STRUCTURE.….…………………………....…...…….59 7.3. POSITIONS AND RESPONSIBILITIES.….………………………...…….60 7.4. COMPENSATION AND BENEFIT.….……………………………...…….64 7.5. RECRUITING.….………………………………………………..…...…….64 7.6. TRAINING.….…………………………………………………...…...…….64 8. FINANCIAL PLAN.….……………………………………………...….....…….65 8.1. IMPORTANT ASSUMPTIONS.….…………………………………..…….65 8.2. FORECASTED INCOME STATEMENT.….………………………..…….69 8.3. FINANCIAL DECISION.….………………………..…………………..….70 9. FUTURE EXPANSION PLAN.….………………..……..…………………..….71 9.1. INCREASE PRODUCTION AND DISTRIBUTION CHANNEL…………71 9.2. LAUNCH PROCESSED ORGANIC PRODUCTS………………………...71 9.3. EXPAND ADDITONAL SERVICES IN THE FUTURE………………….71 REFERENCES…………………………………………………………………….…72 APENDIX 1: MARKET RESEARCH QUESTIONAIRE…….…………………….74 APPENDIX 2: VISITORS PER DAY…….……………………………………...….78 APPENDIX 3: LAND RENTAL…….…………………………………………...….79 APPENDIX 4: AP, AR, INVENTORY, AND WORKING CAPITAL CALCULATION.…………………………………………………….79 APPENDIX 5: PAYPACK PERIOD…….………………………………….……….80 | |
dc.language.iso | en | |
dc.title | 將有機農場體驗轉變成為泰國農業觀光目的地 | zh_TW |
dc.title | Turning Organic Farm Experience into Agro Tourism Destination in Thailand | en |
dc.type | Thesis | |
dc.date.schoolyear | 106-1 | |
dc.description.degree | 碩士 | |
dc.contributor.oralexamcommittee | 林姿婷(Tzu-Ting Lin),陳聿宏(Yu-Hung Chen) | |
dc.subject.keyword | 有機農場,餐廳,健康食物,觀光目的地, | zh_TW |
dc.subject.keyword | organic farm,restaurant,vegetable,healthy food,tourist destination,agro tourism, | en |
dc.relation.page | 80 | |
dc.identifier.doi | 10.6342/NTU201800100 | |
dc.rights.note | 有償授權 | |
dc.date.accepted | 2018-01-19 | |
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) |
文件中的檔案:
檔案 | 大小 | 格式 | |
---|---|---|---|
ntu-107-1.pdf 目前未授權公開取用 | 9 MB | Adobe PDF |
系統中的文件,除了特別指名其著作權條款之外,均受到著作權保護,並且保留所有的權利。