請用此 Handle URI 來引用此文件：
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| DC 欄位 | 值 | 語言 |
|---|---|---|
| dc.contributor.advisor | 陳峙維(Szu-Wei Chen) | |
| dc.contributor.author | 企業管理碩士專班 | zh_TW |
| dc.contributor.author | Chatdanai Atchariyatham | en |
| dc.contributor.author | 安凱達 | zh_TW |
| dc.date.accessioned | 2022-11-23T09:14:44Z | - |
| dc.date.available | 2021-08-23 | |
| dc.date.available | 2022-11-23T09:14:44Z | - |
| dc.date.copyright | 2021-08-23 | |
| dc.date.issued | 2021 | |
| dc.date.submitted | 2021-08-06 | |
| dc.identifier.citation | Agriculture and Agri-Food Canada. (2020, June). Foodservice profile – Thailand. Government of Canada. Retrieved from: https://www.agr.gc.ca/eng/international-trade/market-intelligence/reports/foodservice-profile-thailand/?id=1592826828541 Cahill, L. E., Chiuve, S. E., Mekary, R. A., Jensen, M. K., Flint, A. J., Hu, F. B., Rimm, E. B. (2013). A Prospective Study of Breakfast Eating and Incident Coronary Heart Disease in a Cohort of Male U.S. Health Professionals. Circulation Vol.128, 337–343. Chaladsue (Smart Buyer) magazine. (2021, January). A Friend for Kidney Disease Society advises the consumers to read the frozen foods label before consuming (Thai language). Chaladsue (Smart Buyer) online magazine. 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Competitive pressure heats up in QSR breakfast market. Food Business News. Retrieved from: https://www.foodbusinessnews.net/articles/15525-competitive-pressure-heats-up-in-qsr-breakfast-market Department of Business Development. (2021). The Civil and Commercial Code. Department of Business Development. Retrieved from: https://www.dbd.go.th/news_view.php?nid=950 Department of Statistics, MOEA. (n.d.). Sales of Wholesale trade, Retail and Food Services. Department of Statistics, MOEA. Retrieved from: https://dmz26.moea.gov.tw/GMWeb/investigate/InvestigateEA.aspx?lang=E Food Intelligence Center (Thailand). (2016, October). Fast-Food Market Share in Thailand in 2015 (Thai language). Food Intelligence Center (Thailand). Retrieved from: http://fic.nfi.or.th/FoodMarketShareInThailandDetail.php?id=241 International Franchise Association (IFA). (n.d.). What is a franchise? International Franchise Association (IFA). Retrieved from: https://www.franchise.org/faqs/basics/what-is-a-franchise Kri-aksorn, T. (2020, March). Decode the hashtags #abstain7-11everyWednesday and #pausemob (Thai language). Prachatai. Retrieved from: https://prachatai.com/journal/2020/03/86815 Lu, A. (2008, January 30). A Mouth-watering Market. CommonWealth Magazine. Retrieved from: https://english.cw.com.tw/article/article.action?id=1405 from=search Marketeer Team. (2019, March 15). Bangkok's metro system is still behind other Asian cities (Thai language). Marketeer. Retrieved from: https://marketeeronline.co/archives/100038 Maze, J. (2020, August 04). A look at Starbucks's U.S. comeback strategy. Restaurant Business. Retrieved from: https://www.restaurantbusinessonline.com/financing/look-starbucks-us-comeback-strategy Maze, J. (2021, March 3). Wendy's plots its breakfast expansion. Restaurant Business. Retrieved from: https://www.restaurantbusinessonline.com/financing/wendys-plots-its-breakfast-expansion National Statistical Bureau. (2018). Street Vendors Survey. National Statistics. Retrieved from: https://eng.stat.gov.tw/lp.asp?ctNode=1672 CtUnit=815 BaseDSD=7 mp=5 Network of Thai Vendors for Sustainable Development, WIEGO, HomeNet Thailand. (2018). Policy Brief: Street Vending for Sustainable Urban Development in Bangkok. Bangkok. PPTV Online. (2018, January 22). Governor Asawin announces Bangkok plan for 2018 - Reviews the works of 2017 (Thai language). PPTV HD36. Retrieved from: https://www.pptvhd36.com/news/%E0%B8%9B%E0%B8%A3%E0%B8%B0%E0%B9%80%E0%B8%94%E0%B9%87%E0%B8%99%E0%B8%A3%E0%B9%89%E0%B8%AD%E0%B8%99/74325 PPTV Online. (2019, June 5). 'Sukhumvit' ranked the busiest MRT station (Thai language). PPTVHD 36. Retrieved from: https://www.pptvhd36.com/news/%E0%B8%9B%E0%B8%A3%E0%B8%B0%E0%B9%80%E0%B8%94%E0%B9%87%E0%B8%99%E0%B8%A3%E0%B9%89%E0%B8%AD%E0%B8%99/104262 Promchertchoo, P. (2019, November 1). The fight to save Bangkok’s affordable and iconic street food. CNA International Edition. Retrieved from: https://www.channelnewsasia.com/news/asia/thai-bangkok-street-food-ban-thonglor-saphan-55-12035080 Puttanont, W. (2019, July). Insights into Thai's breakfast consuming behavior, 'eggs-coffee' are popular (Thai language). The Bangkok Insight. Retrieved from: https://www.thebangkokinsight.com/169620/ Sheridan, N. (2016, November 13). Fast-Food Chains Thrive in Taiwan. Taiwan Business TOPICS. Retrieved from: https://topics.amcham.com.tw/2016/11/fast-food-chains-thrive-taiwan/ Sifferlin, A. (2016, July 15). When To Eat Breakfast, Lunch and Dinner. Time. Retrieved from: https://time.com/4408772/best-times-breakfast-lunch-dinner/ Subanek, P. (2020). The Study of Increasing of BTS Commuters, Statistical Presentation on Geographic Information System (Thai language). Bangkok: Administrative Strategy Division, BMA. Swamynathan, Y., Baertlein, L. (2016, April 22). All-day breakfast, promotions drive McDonald's profit beat. Reuters. Retrieved from: https://www.reuters.com/article/us-mcdonalds-results-idUSKCN0XJ1FS Taipei Times. (2011, October 19). Taiwanese love to eat out: survey. Taipei Times. Retrieved from: http://www.taipeitimes.com/News/taiwan/archives/2011/10/19/2003516140 Taipei Times. (2018, August 18). Food and beverage sector achieves record revenues. Taipei Times. Retrieved from: https://www.taipeitimes.com/News/biz/archives/2018/08/18/2003698699 Tangworamongkon, C. (2014). Street Vending in Bangkok: Legal and Policy Frameworks, Livelihood Challenges and Collective Responses. Bangkok: WIEGO Law Informality Project. TerraBKK. (2019, August 30). Fewer Bangkok people use bus (Thai language). TerraBKK. Retrieved from: https://www.terrabkk.com/articles/196447/%E0%B8%84%E0%B8%99%E0%B8%81%E0%B8%A3%E0%B8%B8%E0%B8%87%E0%B9%80%E0%B8%97%E0%B8%9E%E0%B8%AF%E0%B9%83%E0%B8%8A%E0%B9%89-%E0%B8%A3%E0%B8%96%E0%B9%80%E0%B8%A1%E0%B8%A5%E0%B9%8C-%E0%B8%99%E0%B9%89%E0%B8%AD%E0%B8%A2%E0%B Thai Studies. (2014, August 31). Thai people's breakfast (Thai language). Thai Studies. Retrieved from: http://www.thaistudies.chula.ac.th/2018/12/27/%E0%B8%AD%E0%B8%B2%E0%B8%AB%E0%B8%B2%E0%B8%A3%E0%B9%80%E0%B8%8A%E0%B9%89%E0%B8%B2%E0%B8%82%E0%B8%AD%E0%B8%87%E0%B8%84%E0%B8%99%E0%B9%84%E0%B8%97%E0%B8%A2/ The NPD Group. (2014, March 11). Breakfast Restaurant Visits Grow While Lunch and Dinner Visits Decline, Reports NPD. The NPD Group: https://www.npd.com/wps/portal/npd/us/news/press-releases/breakfast-restaurant-visits-grow-while-lunch-and-dinner-visits-decline-reports-npd/ Tiyanukulmongkhon, R.-a. (2019). The value and role of street vendors in the Thai high street, in promoting social cohesion and socio-economic prosperity. London: University College London. Wang, S.-S., Lee, W.-C., Ning, F.-S., Shao, C.-T. (2016). The Competition and Franchise Decision in Fast-Food Industry: Empirical Results in Taiwan. Journal of Taiwan Land Research, 39-68. Watrous, M. (2020, January 30). McDonald’s to focus on breakfast, growing customer base. MEAT+POULTRY. Retrieved from: https://www.meatpoultry.com/articles/22549-mcdonalds-to-focus-on-breakfast-growing-customer-base WeAreSocial x Hootsuite. (2021, February 11). Digital 2021: Thailand. Datareportal. Retrieved from: https://datareportal.com/reports/digital-2021-thailand Yang, M.-h. (2019, 2 10). IKEA Taiwan Posts Record High Food Share. CommonWealth Magazine. Retrieved from: https://english.cw.com.tw/article/article.action?id=2280 from=search | |
| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/79872 | - |
| dc.description.abstract | N/A | zh_TW |
| dc.description.provenance | Made available in DSpace on 2022-11-23T09:14:44Z (GMT). No. of bitstreams: 1 U0001-0108202117403400.pdf: 5571551 bytes, checksum: bec804ff2d03278ca69f0bb70c2a6e1e (MD5) Previous issue date: 2021 | en |
| dc.description.tableofcontents | "Introduction........................................................................1 Chapter 1: Market Landscape.........................................................2 1.1 Breakfast and Quick-Service Restaurant Business.................................2 1.2 Taiwan..........................................................................7 1.3 Thailand (Bangkok).............................................................12 1.4 Potential Gap..................................................................19 Chapter 2: Customer Landscape......................................................24 2.1 Market Survey..........................................................27 2.2 Target Customers.......................................................41 Chapter 3: Business Model..........................................................43 3.1 Business’s Competitive Environment Analysis via Porter’s Five Forces Analysis...........................................................................43 3.2 SWOT Analysis..........................................................48 3.3 Business Model Canvas..................................................54 3.4 Business Model.........................................................55 Chapter 4: Marketing Plan..........................................................72 4.1 Market Size and Target Marketing.......................................72 4.2 Positioning............................................................74 4.3 4Ps....................................................................77 Product............................................................77 Price..............................................................79 Place..............................................................82 Promotion..........................................................85 Chapter 5: Operational Plan........................................................92 5.1 Organization Structure.................................................92 5.2 Business Type and Ownership............................................93 5.3 Personnel..............................................................94 5.4 Quality Management.....................................................98 5.5 Overall Planning..............................................................102 Chapter 6: Financial Plan.........................................................107 6.1 Cost and Expense Estimation...........................................107 6.2 Revenue Estimation....................................................117 6.3 Projected Balance Sheet...............................................123 6.4 Projected Income and Profit...........................................124 6.5 Projected Cash Flows..................................................127 Chapter 7: Expansion Plan.........................................................130 7.1 Flagship Store(s).....................................................130 7.2 Small Restaurants.............................................................130 References........................................................................132 Appendices........................................................................137 Appendix 1 – Franchise Concept............................................137 Appendix 2 – Thailand’s Foodservice Market Sales In Each Category In 2016, 2019 and Estimation of 2020 and 2023..............................................142 Appendix 3 – Summary of the Relevant Laws and Regulations Regarding Bangkok’s Street Vendors....................................................................143 Appendix 4 – Thailand’s McDonald’s and KFC menus for breakfast............147 Appendix 5 – Breakfast Menus in Bangkok...................................151 Appendix 6 – Questionnaire (English Translation)..........................152 Appendix 7 – Bangkok Mass Transit System Map..............................157" | |
| dc.language.iso | en | |
| dc.subject | 台灣 | zh_TW |
| dc.subject | 早餐 | zh_TW |
| dc.subject | 早餐店 | zh_TW |
| dc.subject | breakfast | en |
| dc.subject | breakfast outlet | en |
| dc.subject | taiwanese | en |
| dc.title | 台泰早餐 : 泰國曼谷的台灣早餐店 | zh_TW |
| dc.title | "Tai Thai Breakfast - Taiwanese-Style Breakfast Outlets in Bangkok, Thailand" | en |
| dc.date.schoolyear | 109-2 | |
| dc.description.degree | 碩士 | |
| dc.contributor.coadvisor | 許文馨(Audrey Hsu) | |
| dc.contributor.oralexamcommittee | 莊熙平(Hsin-Tsai Liu),(Chih-Yang Tseng) | |
| dc.subject.keyword | 早餐,早餐店,台灣, | zh_TW |
| dc.subject.keyword | breakfast,breakfast outlet,taiwanese, | en |
| dc.relation.page | 157 | |
| dc.identifier.doi | 10.6342/NTU202101977 | |
| dc.rights.note | 同意授權(全球公開) | |
| dc.date.accepted | 2021-08-09 | |
| dc.contributor.author-college | 管理學院 | 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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| 檔案 | 大小 | 格式 | |
|---|---|---|---|
| U0001-0108202117403400.pdf | 5.44 MB | Adobe PDF | 檢視/開啟 |
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