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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 | Orathai Chewachatchawal | en |
dc.contributor.author | 徐有蓮 | zh_TW |
dc.date.accessioned | 2021-06-16T09:27:32Z | - |
dc.date.available | 2017-07-20 | |
dc.date.copyright | 2017-07-20 | |
dc.date.issued | 2017 | |
dc.date.submitted | 2017-05-15 | |
dc.identifier.citation | Crawford, E. (2017). Nutrition experts predict sustainability „most important‟ trend for 2017. Retrieved February 20, 2017, from William Reed Informing Business Growth Web site: http://www.nutraingredients-usa.com/Markets/Nutrition-experts-predict-sustainability-most-important-trend-for-2017
Kotler. (1988). Kotler‟s pricing model. Retrieved March 3, 2017, from CKGSB Knowledge Web site: http://knowledge.ckgsb.edu.cn/2013/10/08/marketing/philip-kotler-interview-four-ps-marketing/ Nalinthip Paksrikulkumtorn. (2016). Terminal21 3 new branches plan. Retrieved April 1, 2017, from Positioning web site: http://positioningmag.com/62404 National Statistical Office of Thailand. (2009). How people care their health in the way of food consumption. Retrieved February 21, 2017, from Thai Health Promotion Foundation Web site: http://www.thaihealth.or.th Osterwalder, A. (2008). Business Model Canvas. Retrieved February 20, 2017, from Wikipedia Web site: https://en.wikipedia.org/wiki/Alexander_Osterwalder Pawoot Pongvitayapanu. (2016). Thailand social media user. Retrieved March 5, 2017, from iT24Hrs Web site: https://www.it24hrs.com/2016/stat-social-media-thai-populations/ Raw Pressery Co., Ltd. (2017). Why cold press. Retrieved March 8, 2017, from Raw Pressery Web site: https://www.rawpressery.com/pages/why-coldpress UBM Asia (Thailand) Co., Ltd, and the faculty of Agro-Industry, Kasetsart University, Thailand. (2016). 12 Food trends in the year of 2016 to 2017 survey. Retrieved February 21, 2017, from Positioning Web site: http:// http://positioningmag.com/1097514 Y&R Brand Communication Agency. (2009). The brand attitude on consumer perception. Retrieved March 3, 2017, from BrandAnything Web site: https://www.brandanything.biz/wordpress/?p=643 | |
dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/59549 | - |
dc.description.abstract | 摘要
食物在我們人類生活當中不可或缺. 由於現代人非常重視自己的健康, 希望 自己能活得長命百壽, 使得這是一個可以打入健康食品市場的創業機會, 如健康沙拉專賣店. 本商業計劃書創業計划內容為位於泰國的健康沙拉專賣店. 健康沙拉專賣店的主要出售食物為有機沙拉及冷壓果汁, 並採取新鮮且沒有化學成分食材. 本商業計劃書之內容包括企業之簡介與背景. 為了分析該企業與市場之情 況, 本文首先採取波特五力分析模型以及SWOT 分析模型進行研究. 下一個章節將敘述市場調查的結果, 藉由網路問券調查的方式, 來了解市場上客戶對於沙拉的看法與偏好. 接著將探討商業計畫中行銷活動的部分, 此部分包含目標市場的界定,企業的定位以及最佳的市場營銷組合. 此外, 計劃書的內容提供財政計划, 資本預算與財務續效, 該部分之目的為讓投資者了解該企業何時能獲利. | zh_TW |
dc.description.abstract | Abstract
Food is one of the four requisites in human life. Currently, the trend of eating healthy food is increasing, especially the food from nature. Many people care more about their health and they want to live longer. This is an opportunity for the health food business like the salad café to enter into the market. This business plan details the startup healthy salad café located in Bangkok department store, Thailand. The café will serve the organic salad and the cold pressed juice to the customer. All entire ingredients are fresh and don’t have the chemical. This business plan will be structured into the introduction and background of the enterprise, including business model canvas and the interests of the business. The five forces model framework and SWOT analysis have been applied to analyze the company and market environment. Next part is the marketing research which is the result of an online questionnaire to see study the market opinion. Next is marketing plan which includes target market, positioning, and marketing mix. This business plan also explains the detail of the financial capital plan and financial feasibility in order to tell the investor when “The Farm” café will begin providing the profit. Finally, business expansion strategy is the last part in order to maximize company profit and have a sustainable growth in the market. | en |
dc.description.provenance | Made available in DSpace on 2021-06-16T09:27:32Z (GMT). No. of bitstreams: 1 ntu-106-R04749033-1.pdf: 3720972 bytes, checksum: 3da2e0552da0294b18cf156091719f60 (MD5) Previous issue date: 2017 | en |
dc.description.tableofcontents | Table of Contents
LIST OF FIGURES I LIST OF TABLES II 1. EXECUTIVE SUMMARY 1 2. INTRODUCTION AND BACKGROUND OF THE ENTERPRISE 2 2.1 BUSINESS MODEL CANVAS 2 2.2 THE INTERESTS OF THE BUSINESS 6 3. MARKET ENVIRONMENT ANALYSIS 7 3.1 THE INDUSTRY FRAMEWORK 7 3.2 EXTERNAL ENVIRONMENT ANALYSIS 8 3.3 COMPETITORS’ ANALYSIS 11 4. INTERNAL ANALYSIS 16 4.1 STRENGTH AND WEAKNESS ANALYSIS 16 4.2 OPPORTUNITY AND THREAT ANALYSIS 17 4.3 TOWS ANALYSIS 19 4.4 THE BUSINESS ORGANIZATION AND RESPOSIBILITY 19 4.5 THE VISION 21 4.6 THE MISSION 21 4.7 THE BUSINESS NAME 22 4.8 THE LOGO 22 4.9 THE GOAL OF THE BUSINESS 22 5. THE MARKETING RESEARCH 23 5.1 THE OBJECTIVES AND BENEFIT OF THE MARKETING RESEARCH 23 5.2 THE SCOPE OF THE MARKETING RESEARCH 23 5.3 THE DEMOGRAPHICS OF SURVEY RESPONDENTS 24 5.4 THE RESULT OF THE MARKETING RESEARCH 25 6. MARKETING PLAN 27 6.1 MARKET DEFINING, TARGET MARKET, AND BRAND STRATEGY 27 6.2 BRAND POSITIONING 30 6.3 BRAND POSITIONING STATEMENT 31 6.4 MARKETING MIX STRATEGIES 31 6.4.1 Product Strategies 31 6.4.2 Price Strategies 38 6.4.3 Place Strategies 40 6.4.4 Promotion Strategies 42 7. OPERATIONAL PLAN 44 7.1 SUPPLIER SELECTION 44 7.2 SUPPLIER INFORMATION 45 7.3 RAW MATERIAL PROCUREMENT PLAN 45 7.4 RAW MATERIAL INSPECTION AND STORAGE 46 7.5 PRODUCTION PROCESS 46 8. FINANCIAL PLAN 46 8.1 THE OBJECTIVE OF FINANCIAL PLAN 46 8.2 THE BUSINESS’S MONETARY POLICY 47 8.3 CAPITAL INVESTMENT 47 8.4 CAPITAL STRUCTURE AND SOURCE OF INVESTMENT 48 8.5 COST OF CAPITAL 48 8.6 FINANCIAL ASSUMPTION AND FORECASTING 49 8.6.1 Revenue Forecasting 49 8.6.2 Revenue Growth Forecasting 51 8.6.3 Cost of Raw Material (Cost of Goods Sold) 52 8.6.4 Selling and Administration Expense Forecasting 55 8.6.5 Depreciation Expense of the Fix Asset 56 8.6.6 Other Expense 57 8.7 FIVE YEARS INCOME STATEMENT FORECASTING 57 8.8 PROJECT VALUATION 58 8.9 SCENARIO ANALYSIS 59 8.9.1 Best Case 59 8.9.2 Worst Case 60 9. BUSINESS EXPANSION STRATEGIES 62 9.1 LAUNCH THE NEW PRODUCT 62 9.2 BRANCH EXPANSION 62 10. REFERENCES 64 11. APPENDIX 1 66 12. APPENDIX 2 71 | |
dc.language.iso | en | |
dc.title | 健康沙拉專賣店於泰國市場之商業計劃書 | zh_TW |
dc.title | The Healthy Salad Café Business Plan in Thailand | en |
dc.type | Thesis | |
dc.date.schoolyear | 105-2 | |
dc.description.degree | 碩士 | |
dc.contributor.oralexamcommittee | 孔令傑(Ling-Chieh Kung),陳聿宏(Yu-Hung Chen) | |
dc.subject.keyword | 健康沙拉專賣店, | zh_TW |
dc.subject.keyword | The Healthy Salad Cafe Business Plan, | en |
dc.relation.page | 74 | |
dc.identifier.doi | 10.6342/NTU201700811 | |
dc.rights.note | 有償授權 | |
dc.date.accepted | 2017-05-15 | |
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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