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| ???org.dspace.app.webui.jsptag.ItemTag.dcfield??? | Value | Language |
|---|---|---|
| dc.contributor.advisor | 陳家麟(Chialin Chen) | |
| dc.contributor.author | May Boonritruthaikul | en |
| dc.contributor.author | 黄美娟 | zh_TW |
| dc.date.accessioned | 2023-03-19T23:16:33Z | - |
| dc.date.copyright | 2022-07-22 | |
| dc.date.issued | 2022 | |
| dc.date.submitted | 2022-07-19 | |
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Inflation and inflation target. ธนาคารแห่งประเทศไทย. Retrieved June 28, 2022, from https://www.bot.or.th/English/MonetaryPolicy/Pages/OverviewInflation.aspx Chotthiniphat, N. (2021). Factors affecting customer's buying decision of Dessert cafe, After you in Pathumwan, Bangkok. Retrieved June 29, 2022, from https://e- research.siam.edu/wp-content/uploads/2021/02/IMBA-2020-IS-Research-on-the- Influencing-Factors-of-Organizational-Culture-on-Turnover-Intention1.pdf Contributor, P. E. S. T. L. E. (2022, February 6). The Pestel Framework explained: 6 important factors. PESTLE Analysis. Retrieved July 6, 2022, from https://pestleanalysis.com/pestel-framework/ Doran, G. T. (1981, November). There's a S.M.A.R.T. way to write managements's goals and objectives. Retrieved July 6, 2022, from https://community.mis.temple.edu/mis0855002fall2015/files/2015/10/S.M.A.R.T- Way-Management-Review.pdf Dot Property News. (2021, March 9). 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Bangkok, Thailand; Office of the National Economic and Social Development Council . Porter, Michael E. 'The Five Competitive Forces That Shape Strategy.' Special Issue on HBS Centennial. Harvard Business Review 86, no. 1 (January 2008): 78–93. Retail Asia. (2022, March 25). Thailand's 2022 consumer spending recovery will be slow: Fitch. Retail Asia. Retrieved June 28, 2022, from https://retailasia.com/stores/news/thailands-2022-consumer-spending-recovery- will-be-slow-fitch 80 doi:10.6342/NTU202201450 Reuters. (2022, January 20). Thai GDP expected to grow 3.5%-4.5% in 2022 despite Omicron - FinMin. https://www.bangkokpost.com. Retrieved June 27, 2022, from https://www.bangkokpost.com/business/2250715/thai-gdp-expected-to-grow-3-5- 4-5-in-2022-despite-omicron-finmin Soucy, L. (2022, January 10). What is the average salary in Thailand in 2022? Biz 3.0. Retrieved July 10, 2022, from https://biz30.timedoctor.com/average-salary-in- thailand/ Spring News. (2021, July 12). พาส่องเมนูเดลิเวอรGียอดนิยม 5 อนั ดบั รับลอ็ กดาวนว์ นั แรก. springnews. Retrieved July 11, 2022, from https://www.springnews.co.th/news/812222 Surapinit, T., & Hiransomboon, K. (2017). MARKETING MIX FACTORS AFFECT BUYING DECISION OF BAKERY PRODUCT FROM MODERN CONVENIENCE STORES IN BANGKOK. Thailand, N. N. B. of. (2021, March 10). Government to launch SME co-pay Project - Thai News. Thailand Business News. Retrieved June 28, 2022, from https://www.thailand-business-news.com/economics/83224-government-to- launch-sme-co-pay-project Thairath Online. (2022, January 7). คาดธุรกิจร้านอาหารในปี 65 จะกลบั มาเติบโต 5.0% - 9.9% แม้โอมิค รอนระบาด. www.thairath.co.th. Retrieved June 27, 2022, from https://www.thairath.co.th/business/feature/2282057 Wongnai B2B Team. (2019, April 9). เจาะตลาดธุรกิจ! ส่องเทรนด์ร้านอาหารมาแรงในประเทศไทย สาํ หรับปี 2562 on Wongnai.com. Wongnai. 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| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/85433 | - |
| dc.description.abstract | n/a | zh_TW |
| dc.description.abstract | Since 2019, not only have a lot of businesses been closed down because of the pandemic, but people’s lives have also been affected both physically and mentally by this situation. It was also a time when all things, either business conduct or people’s behavior, started to change significantly, leading everyone to transition to a new normal. Undoubtedly, this crisis caused many problems, but it also gave rise to more adaptive and innovative industries. The food industry was one of the sectors heavily impacted because of the change in customers’ lifestyles. However, no one could expect that there would be a massive shift from a traditional dine-in experience to a boom in online ordering. Therefore, new and existing restaurant businesses tried to develop more advanced business plans to turn these challenges into opportunities. Crave & Craft Inc. (hereinafter referred to as “the Company”) is one such organization that wants to follow suit. It is a small bakery business enterprise located in Bangkok, Thailand. It plans to adopt the customer-centric strategy in response to the ongoing crisis situation by offering premium, yet affordable bakery products with an option to customize the recipes according to personal taste and preference. Therefore, the objective of this business plan is to study the possibility of Crave & Craft’s business model, its practicality, and the possible income it may generate in long term. | en |
| dc.description.provenance | Made available in DSpace on 2023-03-19T23:16:33Z (GMT). No. of bitstreams: 1 U0001-1307202216371600.pdf: 13475873 bytes, checksum: 1bbaa019842a8badd1b1bdfc88205beb (MD5) Previous issue date: 2022 | en |
| dc.description.tableofcontents | Table of Contents List of figures......................................iv List of tables.... ..................................v Executive summary................................... 1 Chapter 1: Company overview .........................2 1.1 Business concept ................................2 1.2 Company’s vision and mission ....................2 1.3 Name and Logo ...................................3 1.4 The goal of the business ....................... 4 Chapter 2: Market analysis...........................5 2.1 Market Overview ................................ 5 2.2 Situational analysis – Pestel .................. 7 2.3 Industry analysis – Porter’s Five forces ....... 11 2.4 Competitive analysis ........................... 13 Chapter 3: Consumer behavior research .............. 17 3.1 Segmentation Strategy........................... 17 3.2 Target marketing .......... ....................17 3.3 Positioning strategy ............................22 Chapter 4: Value proposition ....................... 23 4.1 Pain points ..................................... 23 4.2 The value proposition canvas..................... 24 Chapter 5: Business model and company analysis ...... 30 5.1 Detailed product and service .................... 30 5.2 Business model canvas............................ 33 5.3 SWOT analysis.................................... 42 5.4 Organizational management........................ 45 5.5 Operation strategy .............................. 50 Chapter 6: Capturing value through the marketing mix. 52 6.1 Marketing plan (7Ps)............................. 52 Chapter 7: Implementation Schedule/ Roadmap.......... 69 Chapter 8: Financial plan ........................... 70 8.1 Key assumptions ................................. 70 8.2 Break-even analysis.............................. 74 Chapter 9: Conclusion................................ 77 Appendix A ................................ ..........78 References .......................................... 79 | |
| dc.language.iso | en | |
| dc.subject | 生意計畫 | zh_TW |
| dc.subject | 甜點 | zh_TW |
| dc.subject | 曼谷 | zh_TW |
| dc.subject | Business plan | en |
| dc.subject | Bakery | en |
| dc.subject | Bangkok | en |
| dc.title | Crave & Craft: 泰國客製化烘培屋商業計劃書 | zh_TW |
| dc.title | Crave & Craft: A customized Bakery Shop in Thailand | en |
| dc.type | Thesis | |
| dc.date.schoolyear | 110-2 | |
| dc.description.degree | 碩士 | |
| dc.contributor.oralexamcommittee | 林益全(Yi-Chuan Lin),謝源弘(James Hsieh) | |
| dc.subject.keyword | 甜點,曼谷,生意計畫, | zh_TW |
| dc.subject.keyword | Bakery,Bangkok,Business plan, | en |
| dc.relation.page | 81 | |
| dc.identifier.doi | 10.6342/NTU202201450 | |
| dc.rights.note | 同意授權(全球公開) | |
| dc.date.accepted | 2022-07-19 | |
| dc.contributor.author-college | 管理學院 | zh_TW |
| dc.contributor.author-dept | 企業管理碩士專班 | zh_TW |
| dc.date.embargo-lift | 2022-07-22 | - |
| Appears in Collections: | 管理學院企業管理專班(Global MBA) | |
Files in This Item:
| File | Size | Format | |
|---|---|---|---|
| U0001-1307202216371600.pdf | 13.16 MB | Adobe PDF | View/Open |
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