小鳳梨 - 泰國Phulae 鳳梨的新面貌

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.