請用此 Handle URI 來引用此文件：
http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/71630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 | Kanjanaporn Pongjitpak | en |
| dc.contributor.author | 彭可嘉 | zh_TW |
| dc.date.accessioned | 2021-06-17T06:05:02Z | - |
| dc.date.available | 2021-01-24 | |
| dc.date.copyright | 2019-01-24 | |
| dc.date.issued | 2019 | |
| dc.date.submitted | 2019-01-21 | |
| dc.identifier.citation | Anchalee, K. (2014). Got soy milk? The health drink is taking over the world with a variety of flavours. Retrieved October 10, 2018, from https://www.bangkokpost.com/lifestyle/interview/433736/got-soy-milk
Brumberg, R. (2017). The potent effectiveness of influencer marketing. Retrieved December 4, 2018, from https://www.prdaily.com/the-potent-effectiveness-of-influencer-marketing/ Food Intelligence Center Thailand. (2017). Healthy beverages which made from natural ingredients market in Thailand. Retrieved November 24, 2018, from http://fic.nfi.or.th/MarketOverviewDomesticDetail.php?id=139 Furhmann, R. (2018). How to calculate the inventory turnover ratio. Retrieved January 5, 2018, from https://www.investopedia.com/ask/answers/070914/how-do-i-calculate-inventory-turnover-ratio.asp Kenton, W. (2018). Free Cash Flow – FCF. Retrieved January 5, 2018, from https://www.investopedia.com/terms/f/freecashflow.asp K SME Analysis. (2017). Opportunities to make money from healthy trend. Retrieved September 29, 2018, from https://www.kasikornbank.com/th/business/sme/KS MEKnowledge/article/KSMEAnalysis/Documents/HealthyFoodBusinessGrowth.pdf Mintel APAC Metro Study. (2018). Thai consumers are on the road to self-betterment. Retrieved November 24, 2018, from http://www.mintel.com/press-centre/social-and-lifestyle/thai-consumers-are-on-the-road-to-self-betterment-79-of-thais-would-like-to-have-a-healthier-diet-in-2018 National Statistical Office. (2017). Summary of the labor force survey in Thailand. Retrieved November 24, 2018, from http://web.nso.go.th Office of Agricultural Economics. (2018). Accelerate the development of soybean production with regard to farmers’ steady income. Retrieved November 26, 2018, from http://oae.go.th/view/1/รายละเอียดสถานการณ์ผลิดและการตลาด/%20สถานการณ์การผลิตและการตลาดรายสัปดาห์ปี%202561/27525/TH-TH Pakwan, S. (2018). Influencer marketing trend. Retrieved December 4, 2018, from https://nextempire.co/stories/next-business/จากวงการ-influencer-marketing-สู่เทรนด์การตลาดออนไลน์มาแรง-ที่แบรนด์ต้องให้ความสนใจ/1277#jqg95rke33 Pharupat, S., Ploychan, S. and Waranyu, I. (2017). The 2018 Health Trends. Retrieved November 24, 2018, from https://thestandard.co/2018-health-trends/ Pigabyte. (2018). Internet usage behavior of Thai people in 2018. Retrieved December 4, 2018, from https://www.marketingoops.com/reports/behaviors/thailand-digital-in-2018/ PKN. (2018). The magic of Lactasoy’s price defeat VitaMilk. Retrieved October 10, 2018, from https://marketeeronline.co/archives/20804 POBPAD. (2018). Is soymilk really useful?. Retrieved December 9, 2018, from https://www.pobpad.com/น้ำเต้าหู้-มีประโยชน์จร Schreibman, T. (2018). The 8 Healthiest Drinks. Retrieved October 10, 2018, from https://www.fitnessmagazine.com/recipes/drink/the-8-healthiest-drinks/?page=4 Singh, J. (2017). Value-Based Pricing: Two Easy Steps to Implement and Two Common Pitfalls to Avoid. Retrieved November 28, 2018, from https://www.forbes.com/sites/forbesbusinessdevelopmentcouncil/2017/07/27/value-based-pricing-two-easy-steps-to-implement-and-two-common-pitfalls-to-avoid/#614a92336413 TerraBKK. (2014). Financial Ratio 6: Payback Period (PB). Retrieved December 1, 2018, from https://www.terrabkk.com/news/27111/financial-ratio-6-payback-period-pb-นานเท่าไหร่-กว่าการลงทุนครั้งนี้-จะคืนทุน- TerraBKK. (2018). Ari district, high potential location near BTS. Retrieved November 28, 2018, from https://www.terrabkk.com/news/193101/เสน่ห์ย่าน-อารีย์-ทำเลศักยภาพ-ชีวิตดี-มีสไตล์-ใกล้รถไฟฟ้า- White, A. (2017). Are Phytoestrogens Good for You?. Retrieved December 20, 2018, from https://www.healthline.com/health/phytoestrogens#benefits Witoon, P. (2016). Overview of Thai organic agriculture in 2016. Retrieved October 2, 2018, from http://www.greennet.or.th/article/411 Wongnai. (2018). Why Wongnai POS. Retrieved November 28, 2018, from https://business.wongnai.com/restaurant-management-system/ | |
| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/71630 | - |
| dc.description.abstract | The main content of this business plan outlines the opportunity and strategy for opening a soy-based beverage and dessert café in Bangkok, Thailand. Recently, the trend for healthy, organic products has been rising in Thailand, with consumption of plant-based products becoming more popular among health and wellness conscious consumers. In addition, drinking soy milk is a part of Thai culture. So, offering a variety of choices for soy-based products, targeting health and wellness conscious working people in Bangkok is an interesting business opportunity.
The structure of this business plan is based on an understanding of the industry and current market trends. In order to capture a clear understanding of the market and industry, a five forces model breakdown and SWOT analysis are utilized. Marketing mixes and TOWS matrix are applied to define the business strategies necessary for success. Lastly, the five-year forecasted financial statement is shown to estimate the feasibility of the business. The business can generate great return from the investment with an estimated 6% of profit margin in the first year. A plan for scalable expansion is also introduced in the final section of this business plan. Soy milk, Soy-based beverage and dessert, Healthy café in Bangkok | en |
| dc.description.provenance | Made available in DSpace on 2021-06-17T06:05:02Z (GMT). No. of bitstreams: 1 ntu-108-R06749039-1.pdf: 9066612 bytes, checksum: 64fda5bb5254b9d56c748599ce6a61e9 (MD5) Previous issue date: 2019 | en |
| dc.description.tableofcontents | List of Figures vii
List of Tables viii 1. EXECUTIVE SUMMARY 1 2. INTRODUCTION AND COMPANY BACKGROUD 2 2.1 Business Model Canvas 2 2.2 The Interests of the Business 6 2.3 Company Overview 9 2.3.1 Name and Logo of the Business 9 2.3.2 Vision 10 2.3.3 Mission 10 2.3.4 Goal of the Business 10 3. SITUATIONAL ANALYSIS 11 3.1 Industry Structure 11 3.2 External Analysis (5 Forces) 13 3.2.1 Bargaining Power of Suppliers 13 3.2.2 Bargaining Power of Customers 13 3.2.3 Threat of New Entrants 14 3.2.4 Threat of Substitutes 14 3.2.5 Rivalry Among Current Competitors 14 3.3 Competitor Analysis 15 3.3.1 Direct Competitor 16 3.3.2 Indirect Competitor 21 3.4 Internal Analysis 23 3.4.1 Strength of the Business 23 3.4.2 Weakness of the Business 24 3.4.3 Opportunity of the Business 24 3.4.4 Threat of the Business 25 3.5 Business Strategy 26 3.6 Business Key Success Factors 26 4. MARKETING RESEARCH 27 4.1 The Objectives of Marketing Research 27 4.2 The Scope of Marketing Research 27 4.3 The Result of Marketing Research 28 5. MARKETING PLAN 30 5.1 Segmentation 30 5.2 Targeting 31 5.3 Positioning 33 5.4 Marketing Mix Strategies 34 5.4.1 Product 34 5.4.2 Price 35 5.4.3 Place 36 5.4.4 Promotion 39 6. OPERATIONAL PLAN 42 6.1 Layout of the Café 42 6.2 Supplier Selection 44 6.3 Raw Materials 45 6.4 Soy Milk Production Process 46 6.5 Production Plan 48 6.6 Café Operation Process 49 6.7 Inventory Management 50 6.8 Hygiene Control 51 6.9 Customer Service 51 7. ORGANIZATION MANAGEMENT 51 7.1 Organization Structure 52 7.2 Positions and Responsibilities 52 7.3 Compensation and Benefit 55 7.4 Training 55 8. FINANCIAL PLAN 55 8.1 Assumptions 55 8.1.1 Capital Investment 55 8.1.2 Revenue 56 8.1.3 Cost of Goods Sold 58 8.1.4 Operating Expenses 59 8.2 Forecasted Income Statement (Base Case) 61 8.3 Financial Decision 62 8.3.1 Income Statement 62 8.3.2 Project Valuation 62 8.4 Scenario Analysis 63 8.4.1 Best Case 63 8.4.2 Worst Case 64 9. FUTURE EXPANSION PLAN 65 9.1 Branch Expansion 65 9.2 Increase Business Distribution Channel 65 9.3 Expand Target Market 65 References 67 Appendix 1: Market Research Questionnaire 70 Appendix 2: Survey Results 74 Appendix 3: Variable Costs of Soy Milk and Toppings Calculation 77 Appendix 4: Free Cash Flow Calculation 78 Appendix 5: Payback Period Calculation 79 | |
| dc.language.iso | en | |
| dc.subject | 豆製甜品店 | zh_TW |
| dc.subject | Soy milk | en |
| dc.subject | Soy-based beverage and dessert | en |
| dc.subject | Healthy cafe in Bangkok | en |
| dc.title | 豆製甜品店- Soy Stories商業計畫書 | zh_TW |
| dc.title | Soy Bar Business Plan in Bangkok, Thailand | en |
| dc.type | Thesis | |
| dc.date.schoolyear | 107-1 | |
| dc.description.degree | 碩士 | |
| dc.contributor.oralexamcommittee | 張景宏(Ching-Hung Chang),陳聿宏(Yu-Hung Chen) | |
| dc.subject.keyword | 豆製甜品店, | zh_TW |
| dc.subject.keyword | Soy milk,Soy-based beverage and dessert,Healthy cafe in Bangkok, | en |
| dc.relation.page | 79 | |
| dc.identifier.doi | 10.6342/NTU201900018 | |
| dc.rights.note | 有償授權 | |
| dc.date.accepted | 2019-01-21 | |
| 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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|---|---|---|---|
| ntu-108-1.pdf 未授權公開取用 | 8.85 MB | Adobe PDF |
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