小椰子烘焙坊：為泰國的純素食者、乳製品過敏者及注重健康的消費者提供植物性的烘焙小點

Abstract

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In recent years, consumers around the world are more conscientious about their health, wellbeing, and the environment. Consequently, there is an increasing global trend toward plant-based diets. The plant-based or vegan diet trend has reached Thailand, where people are more receptive to it partly because of their country's strong Buddhist heritage and general familiarity with vegetarian cuisine. Consumers are looking for healthy sweet treats and desserts in addition to food, making vegan and plant-based bakeries an alternative option for Thais. However, there are still some gaps in Thailand that make it difficult for customers to easily consume plant-based bakery. "The availability" and "the price" are the two biggest gaps. There appears to be a market opportunity for "Plant-Based Soft-Baked Cookies" in Thailand as a result of these gaps. Coconut Oven Inc. intends to open a vegan soft-baked cookies shop that will cater to this market in order to take advantage of this anticipated potential. Coconut Oven has conducted a market survey to confirm the market’s potential, learn more about how customers consume sweets, and most importantly, learn how they feel about vegan soft-baked cookies. As a result, consumers who are vegan, health-conscious, or allergic to particular ingredients are among Coconut Oven's target market. Coconut Oven differentiates itself from competitors as a vegan soft-baked cookies specialty shop that provides delicious variety of unique flavors with health benefits. Coconut Oven has a variety of flavors for customers to choose from, or they can opt to customize their cookies to their own preferences. Also, to address the aforementioned pain points, the product will be sold through Coconut Oven’s official channels and third-party delivery platforms. The price of each cookie will be in the range of 70 – 90 THB (2.00 – 2.60 USD), which is an acceptable range for potential customers. Despite being a completely online store, Coconut Oven will use omnichannel marketing strategies to connect with potential customers and build brand recognition. With creative content that conveys the values that Coconut Oven will bring to customers, Coconut Oven will vigorously promote its products on a variety of social media platforms. Additionally, the business will market its products offline to increase product visibility. With the help of the marketing plan, Coconut Oven hopes to reach not only the aforementioned target customers but also those who are not within the target scope. For the financial plan, Coconut Oven would self-invest the initial capital of 2 Mil THB (approximately 59K USD). The company have its grand opening in the third quarter of the first year. It is expected to break even by the end of the first year of operation. By the end of the second year, Coconut Oven anticipates making money, with a profit margin that will increase by 8% and then continue to rise to 23% by the end of the fifth year. Coconut Oven plans to expand its business in the third year of operation. The business will keep creating new products. Along with the fully baked cookies, there will also be cookie DIY kits and raw cookie dough for customers to enjoy baking at home. Additionally, a B2B model will be included. Coconut Oven will adopt the product placement model by collaborating with bakeries or cafés that share similar values. Furthermore, Coconut Oven will think about franchising and offering catering services.