Please use this identifier to cite or link to this item:
https://ah.lib.nccu.edu.tw/handle/140.119/136434| DC Field | Value | Language |
|---|---|---|
| dc.contributor.advisor | 吳文傑 | zh_TW |
| dc.contributor.advisor | Wu, Jack | en_US |
| dc.contributor.author | 陳立恆 | zh_TW |
| dc.contributor.author | Sarat Lompayen | en_US |
| dc.creator | 陳立恆 | zh_TW |
| dc.creator | Lompayen, Sarat | en_US |
| dc.date | 2021 | en_US |
| dc.date.accessioned | 2021-08-04T07:05:56Z | - |
| dc.date.available | 2021-08-04T07:05:56Z | - |
| dc.date.issued | 2021-08-04T07:05:56Z | - |
| dc.identifier | G0108933041 | en_US |
| dc.identifier.uri | http://nccur.lib.nccu.edu.tw/handle/140.119/136434 | - |
| dc.description | 碩士 | zh_TW |
| dc.description | 國立政治大學 | zh_TW |
| dc.description | 國際經營管理英語碩士學位學程(IMBA) | zh_TW |
| dc.description | 108933041 | zh_TW |
| dc.description.abstract | 1819 Hostel situated in the heart of Bangkok-Thailand, where travelers can enjoy leisure with an affordable price, styled in minimal modern Japanese. Together with café on the first-floor which travelers and passersby can enjoy the vibes of the Bangkok. This business plan was written to see the opportunity to turn an old shophouse into life and see whether it is worth investing in short and long-term. The author believes that after the COVID-19 pandemic situation, there will be surge in traveling because people would likely to travel more than before the pandemic.\n1819 Hostel would require an initial investment of 4 million Thai Baht, 60:40 investment from personal and bank loan respectively. The source of revenue will come from providing accommodation and café. After careful forethoughts, author sees that there is opportunity in investing in the hostel business with the base case, net present value (NPV) would be 3,994,624 Thai Baht, internal rate of return (IRR) equals to 17.33% with 2.90 years payback period. | en_US |
| dc.description.tableofcontents | TABLE OF CONTENTS\n1. Executive Summary 1\n1.1. Tourism Industry Background 1\n1.2. Business Characteristics 8\n1.3. Business Model Canvas 8\n1.3.1. Customer Segments 9\n1.3.2. Value Propositions 9\n1.3.3. Channels 9\n1.3.4. Customer Relationships 11\n1.3.5. Revenue Streams 11\n1.3.6. Key Activities 11\n1.3.7. Key Resources 12\n1.3.8. Key Partners 12\n1.3.9. Cost Structure 12\n2. Hostel Site Analysis 14\n2.1. Hostel Location 14\n2.1.1. Metropolitan Area 14\n2.1.2. Neighborhood Area 14\n2.1.3. Hostel Area 15\n2.2. Project Building 16\n2.2.1. Hostel Building Size and Structure 16\n2.2.2. Hostel Accessibility 17\n2.2.3. Hostel Visibility 18\n2.3. Environmental Analysis 18\n2.4. Legal Restrictions 19\n2.5. Hostel Site Analysis Conclusion 22\n3. External Analysis 23\n3.1. Porter’s Five Forces Analysis 23\n3.2. Market Environment Analysis 26\n3.2.1. Hostel Industry Overview in Bangkok 26\n3.2.2. Competitors 27\n3.2.3. Key Success Factors 36\n4. Internal Analysis 38\n4.1. Business Overview 38\n4.2. Business Name 38\n4.3. Logo 39\n4.4. Vision 41\n4.5. Mission 41\n4.6. Goal 41\n4.6.1. Short-term goal (1-3 years) 41\n4.6.2. Long-term goal (3-7 years) 41\n4.7. SWOT Analysis 41\n4.7.1. Strengths 42\n4.7.2. Weaknesses 42\n4.7.3. Opportunities 42\n4.7.4. Threats 43\n5. Market Research 44\n5.1. Market Research Objectives 44\n5.2. Market Research Boundary and Questionnaires 44\n5.3. Market Research Conclusion 49\n5.3.1. Personal information 49\n5.3.2. The reasons behind choosing hostel 49\n5.3.3. Pricing 50\n5.3.4. Booking platform 50\n6. Marketing Plan 51\n6.1. Market Segmentation and Targeting 51\n6.2. Brand Positioning 51\n6.3. 4P’s Marketing Mix Strategy 52\n6.3.1. Product 52\n6.3.2. Price 62\n6.3.3. Place 63\n6.3.4. Promotion 64\n6.4. Customer Services Strategy 66\n6.5. Action Plan 66\n7. Management and Organization Plan 67\n7.1. Hostel Space Division 67\n7.2. Hostel Opening Hours 68\n7.3. Hostel Services 69\n7.3.1. Hostel 69\n7.3.2. Café 69\n7.3.3. Laundry service 69\n7.3.4. Bike rental service 69\n7.3.5. Luggage storage 70\n7.4. Procurement of Equipment, Raw Materials and Beverages 70\n7.5. Cleaning Process 70\n7.6. Organization Structure 71\n7.6.1. Owner 71\n7.6.2. Hostel and café manager (1 position) 71\n7.6.3. Hostel staff and Barista (3 positions) 72\n7.6.4. Housekeeping staff (1 position) 73\n7.7. Employee Working Hours 73\n7.8. Dress Code Regulations in the Workplace 74\n7.9. Salary and Incentive 74\n8. Financial Plan 75\n8.1. Financial Objective and Goal 75\n8.1.1. Financial Objective 75\n8.1.2. Financial Goal 75\n8.2. Source of Funds 75\n8.3. Revenue Estimation 78\n8.4. Operation Expenses Estimation 79\n8.4.1. Food and beverage cost 79\n8.4.2. Depreciation expenses 80\n8.4.3. Operating and Selling Expenses 80\n8.5. Forecasted Income Statements 81\n8.6. Scenario Analysis 82\n8.6.1. Base Case 82\n8.6.2. Worst Case 82\n8.7. Contingency Plan 85\n8.7.1. New competitors in the same area and not effective brand awareness 85\n8.7.2. Lack of human resources 86\n8.7.3. Less travelers due to ongoing pandemic situation 86\n8.7.4. Increase in the cost of sales and operation expenses 86\n8.7.5. Unexpected insufficient cash flow 87\n8.7.6. Customer concern about the pandemic and disease during the stay 87\n9. Future Initiatives 88\n10. References 89\n11. Appendix 94 | zh_TW |
| dc.source.uri | http://thesis.lib.nccu.edu.tw/record/#G0108933041 | en_US |
| dc.subject | 旅館 | zh_TW |
| dc.subject | 咖啡廳 | zh_TW |
| dc.subject | 背包 | zh_TW |
| dc.subject | 便宜 | zh_TW |
| dc.subject | 曼谷 | zh_TW |
| dc.subject | Hostel | en_US |
| dc.subject | Café | en_US |
| dc.subject | Backpack | en_US |
| dc.subject | Cheap | en_US |
| dc.subject | Bangkok | en_US |
| dc.title | 1819 青年旅館商業計劃書 | zh_TW |
| dc.title | 1819 Hostel in Bangkok | en_US |
| dc.type | thesis | en_US |
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Accessed 18 Apr. 2021.\nธนาคารกรุงศรีอยุธยา จำกัด. “Startup มือใหม่จะจัดการภาษีอย่างไรดี.” Krungsri.Com, www.krungsri.com/th/plearn-plearn/startup-manage-tax#:%7E:text=%E0%B8%AA%E0%B8%B3%E0%B8%AB%E0%B8%A3%E0%B8%B1%E0%B8%9A%E0%B8%AD%E0%B8%B1%E0%B8%95%E0%B8%A3%E0%B8%B2%E0%B8%A0%E0%B8%B2%E0%B8%A9%E0%B8%B5%E0%B9%80%E0%B8%87%E0%B8%B4%E0%B8%99%E0%B9%84%E0%B8%94%E0%B9%89%E0%B8%99%E0%B8%B4%E0%B8%95%E0%B8%B4%E0%B8%9A%E0%B8%B8%E0%B8%84%E0%B8%84%E0%B8%A5%E0%B9%83%E0%B8%99,%E0%B9%81%E0%B8%A5%E0%B8%B0%E0%B9%84%E0%B8%94%E0%B9%89%E0%B8%A3%E0%B8%B1%E0%B8%9A%E0%B8%AA%E0%B8%B4%E0%B8%97%E0%B8%98%E0%B8%B4%E0%B9%80%E0%B8%AA%E0%B8%B5%E0%B8%A2. Accessed 10 Apr. 2021.\n“รายงานนโยบายการเงิน/การประชุมนักวิเคราะห์.” BOT, www.bot.or.th/Thai/MonetaryPolicy/MonetPolicyComittee/MPR/Pages/default.aspx. Accessed 11 Apr. 2021. | zh_TW |
| dc.identifier.doi | 10.6814/NCCU202100794 | en_US |
| item.cerifentitytype | Publications | - |
| item.fulltext | No Fulltext | - |
| item.openairecristype | http://purl.org/coar/resource_type/c_46ec | - |
| item.grantfulltext | none | - |
| item.openairetype | thesis | - |
| Appears in Collections: | 學位論文 | |
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