| dc.contributor.advisor | 張大為 | zh_TW |
| dc.contributor.advisor | Chang, David | en_US |
| dc.contributor.author (Authors) | 陳佳伶 | zh_TW |
| dc.contributor.author (Authors) | Somruthai Thitathammo | en_US |
| dc.creator (作者) | 陳佳伶 | zh_TW |
| dc.creator (作者) | Thitathammo, Somruthai | en_US |
| dc.date (日期) | 2019 | en_US |
| dc.date.accessioned | 1-Jul-2019 10:57:15 (UTC+8) | - |
| dc.date.available | 1-Jul-2019 10:57:15 (UTC+8) | - |
| dc.date.issued (上傳時間) | 1-Jul-2019 10:57:15 (UTC+8) | - |
| dc.identifier (Other Identifiers) | G0106933053 | en_US |
| dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/124185 | - |
| 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) | 106933053 | zh_TW |
| dc.description.abstract (摘要) | 無 | zh_TW |
| dc.description.abstract (摘要) | The main content of this business plan outlines the opportunity and strategy for starting a ready to drink organic coconut water brand that can create social and environmental impact in Thailand. Recently, the trend for healthy, organic products has been rising in Thailand, with consumption of fruit juice products becoming more popular among health and wellness conscious consumers. In addition, drinking coconut water is a part of Thai people’s lives. So, offering a product that can answer those needs together with solving environmental issue of plastic usage and increasing job opportunities for people in a community is an interesting business opportunity.The structure of this business plan is based on an understanding of the industry and current market trends. In order to capture a clear understanding of market and industry, a five forces model breakdown and SWOT analysis are utilized. Marketing mixes and TOWS matrix are applied to define the business strategies necessary for success. Lastly, the five-year forecasted financial statement is shown to estimate the feasibility of the business. A plan for scalable expansion is also introduced in the final section of this business plan. | en_US |
| dc.description.tableofcontents | 1. Executive Summary 12. Introduction and Company Background 22.1. Business Model Canvas 22.1.1. Value Proposition 22.1.2. Customer Segments 32.1.3. Channels 42.1.4. Customer Relationship 42.1.5. Revenue Streams 52.1.6. Key Resources 52.1.7. Key Activities 52.1.8. Key Partner 52.1.9. Cost Structure 62.2. The Interests of Business 62.3. Company Overview 72.3.1. Name and Logo of the Business 72.3.2. Vision 82.3.3. Mission 82.3.4. Goal of the Business 83. Situation Analysis 103.1. Industry Structure 103.2. External Analysis (5 Forces) 113.2.1. Bargaining Power of Suppliers: Low 113.2.2. Bargaining Power of Customers: Medium 113.2.3. Threat of New Entrants: High 123.2.4. Threat of Substitutes: High 123.2.5. Rivalry Among Current Competitors: High 123.3. Competitor Analysis 133.3.1. Direct Competitor 133.3.2. Indirect Competitor 193.4. Internal Analysis (SWOT Analysis) 203.4.1. Strength of the Business 203.4.2. Weakness of the Business 203.4.3. Opportunity of the Business 213.4.4. Threat of the Business 213.5. Business Strategy 223.6. Business Key Success Factors 234. Marketing Research 244.1. The Objective of Marketing Research 244.2. The Scope of Marketing Research 244.3. The Result of Marketing Research 255. Marketing Plan 275.1. Segmentation 275.2. Targeting 295.3. Positioning 295.4. Marketing Mix Strategies (4Ps) 305.4.1. Product 305.4.2. Price 315.4.3. Place 315.4.4. Promotion 346. Operational Plan 376.1. Layout of manufacturing 376.2. Supplier Selection 376.3. Raw Materials 376.4. Production and Operating Process 386.5. Production Plan 426.6. Inventory Management 426.7. Customer Relationship 427. Organizational Management 437.1. Organization Structure 437.2. Roles and Responsibilities 437.3. Compensation and Benefit 457.4. Training 458. Financial Plan 468.1. Assumptions 468.1.1. Capital Investment 468.1.2. Revenue 478.1.3. Cost of Goods Sold 498.1.4. Operating Expenses 508.2. Forecast Income Statement (Base Case) 518.3. Financial Decision 528.3.1. Income Statement 528.3.2. Project Valuation 528.4. Scenario Analysis 538.4.1. Best Case 538.4.2. Worst Case 539. Future Expansion Plan 549.1. Farm Expansion 549.2. Increase Business Distribution Channel 549.3. Develop new packaging 54Reference 56Appendix 1: Market Research Questionnaire 59Appendix 2: Survey Results 65 | zh_TW |
| dc.format.extent | 8799533 bytes | - |
| dc.format.mimetype | application/pdf | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0106933053 | en_US |
| dc.subject (關鍵詞) | 椰子水 | zh_TW |
| dc.subject (關鍵詞) | 影響 | zh_TW |
| dc.subject (關鍵詞) | 社會 | zh_TW |
| dc.subject (關鍵詞) | 環境的 | zh_TW |
| dc.subject (關鍵詞) | 有機的 | zh_TW |
| dc.subject (關鍵詞) | Coconut water | en_US |
| dc.subject (關鍵詞) | Impact | en_US |
| dc.subject (關鍵詞) | Social | en_US |
| dc.subject (關鍵詞) | Environmental | en_US |
| dc.subject (關鍵詞) | Organic | en_US |
| dc.title (題名) | COCO MAMA -與眾不同的椰子水 | zh_TW |
| dc.title (題名) | COCO MAMA: coconut water that makes a difference | en_US |
| dc.type (資料類型) | thesis | en_US |
| dc.relation.reference (參考文獻) | Sudsapda (2016). Coconut Journey. Retrieved April 7, 2019 from https://sudsapda.com/top-lists/19879.htmlPaul Quimm (2018). Plastic or glass milk bottles? Crate expectations. Retrieved April 7, 2019From https://friendsoftheearth.uk/plastics/plastic-or-glass-milk-bottles-crate-expectationsIngrid (2010). Using Business Model Canvas for Social Enterprise Design. Retrieved April 9,2019, from http://cscuk.dfid.gov.uk/wp-content/uploads/2016/07/BMC-for-Social-Enterprise.pdfPost today (2016) Coconut market growing to 3.7 billion Thai Baht in global market. RetrievedApril 12, 2019, from https://www.posttoday.com/market/news/459923Marketeer (2018). Will ready to drink coconut water be able to take over fresh coconut wateror not? Retrieved April 14, 2019, from https://marketeeronline.co/archives/36684Maprao (2017). Maprao Organic coconut water. Retrieved April 15, 2019, fromhttp://maprao.co/thKantaporn (2018). Y.Farmily: Nature is our chef. Retrieved April 15, 2019, from https://blog.bluebasket.market/2018/03/22/y-farmily/Siamturakij (2016). Hot Healthy Trend! Thai coconuts go worldwide with market growth of 50%. Retrieved May 2, 2019, from https://www.siamturakij.com/news/7847-50-?fbclid=IwAR08y7pLDVY525s91aClYgNBqIrKqqyC4kJhBL0wVjb_JXoS5YLcSY32xZ4Kru P’Nu (2017). How can we design coconut farm layout. Retrieved May 10, 2019, from https://www.blogcocosth.com/2017/07/%E0%B9%81%E0%B8%9B%E0%B8%A5%E0%B8%87%E0%B8%9B%E0%B8%A5%E0%B8%B9%E0%B8%81%E0%B8%A1%E0%B8%B0%E0%B8%9E%E0%B8%A3%E0%B9%89%E0%B8%B2%E0%B8%A7/Longtunman (2017). Foodland and Villa Market. Retrieved May 14, 2019, from http://longtunman.com/2162Witoon, P. (2016). Overview of Thai organic agriculture in 2016. Retrieved May 14, 2019, from http://www.greennet.or.th/article/411Pigabyte. (2018). Internet usage behavior of Thai people in 2018. Retrieved May 15, 2019, from https://www.marketingoops.com/reports/behaviors/thailand-digital-in-2018/Gepp (2019). GEPP: Solution for today trash management. Retrieved May 25, 2019, from https://gepp.me/about-us/TerraBKK. (2014). Financial Ratio 6: Payback Period (PB). Retrieved May 26, 2019, fromhttps://www.terrabkk.com/news/27111/financial-ratio-6-payback-period-pb-นานเท่าไหร่-กว่าการลงทุนครั้งนี้-จะคืนทุน-Mike Wehner (2017). These tiny edible water bottles are almost completely pointless. RetrievedMay 30, 2019, from https://bgr.com/2017/04/13/ooho-water-balls/ | zh_TW |
| dc.identifier.doi (DOI) | 10.6814/NCCU201900123 | en_US |
