| dc.contributor.advisor | 吳文傑 | zh_TW |
| dc.contributor.advisor | Wu, Jack | en_US |
| dc.contributor.author (作者) | 馬姝琳 | zh_TW |
| dc.contributor.author (作者) | Saengchanchai, Siriruk | en_US |
| dc.creator (作者) | 馬姝琳 | zh_TW |
| dc.creator (作者) | Saengchanchai, Siriruk | en_US |
| dc.date (日期) | 2018 | en_US |
| dc.date.accessioned | 1-六月-2018 17:39:42 (UTC+8) | - |
| dc.date.available | 1-六月-2018 17:39:42 (UTC+8) | - |
| dc.date.issued (上傳時間) | 1-六月-2018 17:39:42 (UTC+8) | - |
| dc.identifier (其他 識別碼) | G0105933044 | en_US |
| dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/117451 | - |
| 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) | 105933044 | zh_TW |
| dc.description.abstract (摘要) | 無 | zh_TW |
| dc.description.abstract (摘要) | Tea Colony is a startup business in Bangkok, Thailand. Tea Colony is not only all about just a tea café, but Tea Colony serves tea experience and knowledge and quality tea from different famous planting tea countries. The café serves customized tea drinks and traditional tea from Japan, China, and India and unique food recipes all made from tea leaves. We select natural and high quality ingredients targeting upper end tea lovers in Bangkok as the café is located in the heart of the city department store. Consumers would learn about tea information, history and sources from the café’s decoration and through demonstration of our staffs. Amid the growing health concern trend in Thailand, tea, which is a subset of a healthy drink, also grows together. Tea has been a popular product for a long time but traditional, which was used to be drink for the elderly, is now getting more interest in the market. Most players in the market are focusing on English tea branding. Tea Colony still has more room to grow as we positioned ourselves in more eastern Asian concept oriented. Tea Colony will start the project in December 1, 2018. The initial investment of this project would be 2,400,200 Thai baht required to start this business. To diversify risks, the project is funded by two people, with a 1-million-baht bank loan. Based on the financial section, the project will start being profitable in year 2020, but however, it is crucial to be aware that traditional tea business takes more time to grow compared to other products in the same industry as we have to wait for the consumer behavior and trends to start change. However, the marketing strategy emphasizing quality and experience could be solution to the obstacle as Tea Colony aims to be the future leaders of the traditional tea industry. | en_US |
| dc.description.tableofcontents | 1.Executive Summary 1 1.1 Introduction 11.2 The Market 11.3 Mission Statement 11.4 Vision 21.5 Objectives 21.6 Business Philosophy 21.7 Business Model 21.8 Key success factors 51.9 The Team 6The Proposal 72. Industry Overview 83. Situation Analysis 103.1 Thai Economy 103.2 Socio-Demographics 104. Business opportunity 125. Product and Services 135.1 Offering 136. Marketing Strategy 176.1 Consumer behavior 176.2 Selling Proposition 206.3 Target Market 206.4 Branding Strategy 206.5 Logo 216.6 Positioning strategy 216.7 Perceptual Positioning Map 227. Pricing Strategy 238. Sales Strategy 249. Competitor Analysis 2510. Operational Plan 3010.1 Location 3010.2 Timeline & Expansion 3111. Strategic planning 3311.1 SWOT Analysis 3311.2 Business planning strategies using TOWs 3411.3 Porter’s Five Force Model 3512. Organization and Management 3712.1 Position and Salary 3813. Financial Plan 3913.1 Estimating Startup Budget 3913.2 Project’s location 4013.3 The size of the restaurant 4013.4 The Project’s Expenses 4013.5 Analysis of investment capital source 4114. Conclusion 5015. References 5116. Appendix 52 | zh_TW |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0105933044 | en_US |
| dc.subject (關鍵詞) | 泰國 | zh_TW |
| dc.subject (關鍵詞) | 茶館 | zh_TW |
| dc.subject (關鍵詞) | Thailand | en_US |
| dc.subject (關鍵詞) | Café | en_US |
| dc.title (題名) | 在泰國開設茶館的商業企畫書 | zh_TW |
| dc.title (題名) | The tea experience café in thailand | en_US |
| dc.type (資料類型) | thesis | en_US |
| dc.relation.reference (參考文獻) | 1. “Tea Industry in Thailand.” Food Intelligence Center Thailand, Oct. 2015, fic.nfi.or.th/MarketOverviewDomesticDetail.php?id=802. ‘Tea Consumption Per Capital in Thailand.” Heigi Library, www.helgilibrary.com/indicators/tea-consumption-per-capital/thailand/3. “Thailand: Year in Review 2017.” Oxford Business Group, 2 Jan. 2018, oxfordbusinessgroup.com/news/Thailand-year-review-2017. 4. POHLMan, ARNE, et al. “Forecast Summary.” Focus Economics, 25 Mar. 2015, https://www.focus-economics.com/sites/default/files/focuseconomics_consensus_forecast_asia_-_april_2015_0.pdf5. Thitipankul, Nhampit. “Master’s Thesis, Srinakharinwirot University.” Factors That Influence Tea Drinking Behavior, 19996. Sirikanjanawong, Nutpracha. “Tea Beverages Project: Study Case Master Tea.” Tea Beverages Project: Study Case Master Tea. 2015 | zh_TW |
