| dc.contributor.advisor | 郭維裕 | zh_TW |
| dc.contributor.advisor | Kuo, George | en_US |
| dc.contributor.author (作者) | 曾秋金 | zh_TW |
| dc.contributor.author (作者) | Chantares, Chantima | en_US |
| dc.creator (作者) | 曾秋金 | zh_TW |
| dc.creator (作者) | Chantares, Chantima | en_US |
| dc.date (日期) | 2017 | en_US |
| dc.date.accessioned | 31-七月-2017 11:08:18 (UTC+8) | - |
| dc.date.available | 31-七月-2017 11:08:18 (UTC+8) | - |
| dc.date.issued (上傳時間) | 31-七月-2017 11:08:18 (UTC+8) | - |
| dc.identifier (其他 識別碼) | G1049330621 | en_US |
| dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/111484 | - |
| dc.description (描述) | 碩士 | zh_TW |
| dc.description (描述) | 國立政治大學 | zh_TW |
| dc.description (描述) | 國際經營管理英語碩士學位學程(IMBA) | zh_TW |
| dc.description (描述) | 104933062 | zh_TW |
| dc.description.abstract (摘要) | The trend of organic food in Thailand keep growing and more popular during the last few years because people has more concern on their health and green environment. Not only ingredient or raw material quality, they also care about the taste of food, most of Thai people like eating nippy taste. Nowadays, there is a few organic food restaurant in Bangkok which is a good opportunity for “Tasty Organics” providing an alternative of healthy food.The “Tasty Organics” emphasizes on all processes from selection of raw material and ingredients till cooking for serving dishes to the customers to satisfy their needs. Our main raw material is organic vegetable and meat which we screen for ensuring that all of them are genuinely planted by organic procedure and no any chemical uses.With the initial investment of 4,000,000 THB with 3,000,000 THB of owner’s money and 1,000,000 THB of borrowing from bank, we expected the payback period of 2 years and internal rate of return of 58%. | en_US |
| dc.description.tableofcontents | 1. Executive summary 12. Introduction 23. Organic food industry overview 33.1. Organic agriculture in the world 33.2. Organic agriculture in Thailand 54. Market feasibility 74.1. Porter’s Five Force Analysis 74.1.1. Rivalry among existing firm 74.1.2. Potential of new entrants 74.1.3. Substitute Product 84.1.4. Bargaining Power of Buyers 84.1.5. Bargaining Power of Suppliers 84.2. Competitor analysis 94.2.1. Direct competitors 94.2.2. Indirect competitors 194.3. SWOT Analysis 204.3.1. Strength 204.3.2. Opportunities 215. Market research 235.1. Consumer income, behavior and attitudes 235.2. Consumer view for 4P’s of organic food restaurant 246. Restaurant’s market strategy 286.1. Segmentation 286.2. Target group 296.3. Positioning 296.4. Branding 306.5. Marketing Mix Strategy (4P’s) 316.5.1. Product and Service 316.5.2. Price 346.5.3. Place 346.5.4. Promotion 367. Business operation 387.1. Inventory management 388. Restaurant layout and decorating concept 449. Human resource planning 459.1. Working schedule 459.2. Service equipment 459.3. Recruiting requirements 469.4. Employees’ remuneration 499.5. Employees’ training 499.6. Employees’ uniform 5010. Financial analysis 5110.1. Initial Investment 5110.2. Source of fund 5410.3. Key financial assumption 5510.4. A three-year projected financial statement 6710.5. Internal return rate and Payback period 7010.6. Break event point analysis 7110.7. Sensitivity analysis 7210.8. Scenario Analysis 7411. Reference 7612. Appendix A 77 | zh_TW |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G1049330621 | en_US |
| dc.subject (關鍵詞) | 有機食物 | zh_TW |
| dc.subject (關鍵詞) | Tasty Organics | zh_TW |
| dc.subject (關鍵詞) | 餐廳 | zh_TW |
| dc.subject (關鍵詞) | 曼谷 | zh_TW |
| dc.subject (關鍵詞) | Organic food | en_US |
| dc.subject (關鍵詞) | Tasty Organics | en_US |
| dc.subject (關鍵詞) | Restaurant | en_US |
| dc.subject (關鍵詞) | Bangkok | en_US |
| dc.title (題名) | 有機食物 : “Tasty Organics”餐廳,曼谷 | zh_TW |
| dc.title (題名) | Organic food : “Tasty Organics” restaurant in bangkok | en_US |
| dc.type (資料類型) | thesis | en_US |
| dc.relation.reference (參考文獻) | 1. Bank of Thailand. “Government Bond yield 5 years”. Retrieved on May 3, 2017, from theWorld Wide Web: http://www2.bot.or.th/statistics/BOTWEBSTAT.aspx?reportID=223&language=ENG2. Green Net cooperative and Earth Net foundation. “Overview of organic agriculture in Thailand 2016”, and “Analysis of organic consumers in Thailand”. Retrieved on March 17, 2017, from the World Wide Web: http://www.greennet.or.th/article/411, and http://www.greennet.or.th/article/17813. Helga, W. and J. Lernoud. 2016. “The world of organic agriculture: Statistics and Emerging trends 2016,” Research Institute of Organic Agriculture (FiBL), the International Federation of Organic Agriculture Movements (IFOAM). Retrieved on May. 15, 2017, from the World Wide Web: http://www.fibl.org/en/themes/organic-farming-statistics.html 4. Nutrition Association of Thailand. “Sugar and diabetes”, Retrieved on March 8, 2017, from the World Wide Web: http://www.nutritionthailand.org/th/วารสารสมาคมโภชนาการ/เล่มวารสาร/category/6-วารสารปี-2558.html5. Organic Agriculture Certification Thailand (ACT.). “Procedure of asking for a certification of organic farming”. Retrieved on May. 9, 2017, from the World Wide Web: http://www.actorganic-cert.or.th6. Ringquist, J., T. Phillips, B. Renner, R. Sides, K. Stuart, M. Baum, and J. Flannery. 2016. “Capitalizing on the shifting consumer food value equation,” US Deloitte-FMI-GMA-report, pp. 8-16. Retrieved on March. 15, 2017, from the World Wide Web: https://www2.deloitte.com/content/dam/Deloitte/us/Documents/consumer-business/us-fmi-gma-report.pdf7. Siam Future Development Public Company Limited. “Siam Future project: La Villa (Phahonyothin)”. Retrieved on May 15, 2017, from the World Wide Web: http://www.siamfuture.com/en/projects?pro_id=la_villa8. SME development bank. “Minimum Loan Rate” Retrieved on May 3, 2017, from the World Wide Web: http://www.smebank.co.th/th/interest-rate-detail.php?cid=19. Thai Organic Trade Association. “Overview of organic agriculture in Thailand”. Retrieved on March 17, 2017, from the World Wide Web: http://www.thaiorganictrade.com/en/article/442 | zh_TW |
