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題名 COCO MAMA -與眾不同的椰子水
COCO MAMA: coconut water that makes a difference
作者 陳佳伶
Thitathammo, Somruthai
貢獻者 張大為
Chang, David
陳佳伶
Somruthai Thitathammo
關鍵詞 椰子水
影響
社會
環境的
有機的
Coconut water
Impact
Social
Environmental
Organic
日期 2019
上傳時間 1-七月-2019 10:57:15 (UTC+8)
摘要 無
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.
參考文獻 Sudsapda (2016). Coconut Journey. Retrieved April 7, 2019 from https://sudsapda.com/top-
lists/19879.html
Paul Quimm (2018). Plastic or glass milk bottles? Crate expectations. Retrieved April 7, 2019
From https://friendsoftheearth.uk/plastics/plastic-or-glass-milk-bottles-crate-expectations
Ingrid (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.pdf
Post today (2016) Coconut market growing to 3.7 billion Thai Baht in global market. Retrieved
April 12, 2019, from https://www.posttoday.com/market/news/459923
Marketeer (2018). Will ready to drink coconut water be able to take over fresh coconut water
or not? Retrieved April 14, 2019, from https://marketeeronline.co/archives/36684
Maprao (2017). Maprao Organic coconut water. Retrieved April 15, 2019, from
http://maprao.co/th
Kantaporn (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_JXoS5YLcSY32xZ4
Kru 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/2162
Witoon, P. (2016). Overview of Thai organic agriculture in 2016. Retrieved May 14, 2019, from http://www.greennet.or.th/article/411
Pigabyte. (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, from
https://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. Retrieved
May 30, 2019, from https://bgr.com/2017/04/13/ooho-water-balls/
描述 碩士
國立政治大學
國際經營管理英語碩士學位學程(IMBA)
106933053
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0106933053
資料類型 thesis
dc.contributor.advisor 張大為zh_TW
dc.contributor.advisor Chang, Daviden_US
dc.contributor.author (作者) 陳佳伶zh_TW
dc.contributor.author (作者) Somruthai Thitathammoen_US
dc.creator (作者) 陳佳伶zh_TW
dc.creator (作者) Thitathammo, Somruthaien_US
dc.date (日期) 2019en_US
dc.date.accessioned 1-七月-2019 10:57:15 (UTC+8)-
dc.date.available 1-七月-2019 10:57:15 (UTC+8)-
dc.date.issued (上傳時間) 1-七月-2019 10:57:15 (UTC+8)-
dc.identifier (其他 識別碼) G0106933053en_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) 106933053zh_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 1
2. Introduction and Company Background 2
2.1. Business Model Canvas 2
2.1.1. Value Proposition 2
2.1.2. Customer Segments 3
2.1.3. Channels 4
2.1.4. Customer Relationship 4
2.1.5. Revenue Streams 5
2.1.6. Key Resources 5
2.1.7. Key Activities 5
2.1.8. Key Partner 5
2.1.9. Cost Structure 6
2.2. The Interests of Business 6
2.3. Company Overview 7
2.3.1. Name and Logo of the Business 7
2.3.2. Vision 8
2.3.3. Mission 8
2.3.4. Goal of the Business 8
3. Situation Analysis 10
3.1. Industry Structure 10
3.2. External Analysis (5 Forces) 11
3.2.1. Bargaining Power of Suppliers: Low 11
3.2.2. Bargaining Power of Customers: Medium 11
3.2.3. Threat of New Entrants: High 12
3.2.4. Threat of Substitutes: High 12
3.2.5. Rivalry Among Current Competitors: High 12
3.3. Competitor Analysis 13
3.3.1. Direct Competitor 13
3.3.2. Indirect Competitor 19
3.4. Internal Analysis (SWOT Analysis) 20
3.4.1. Strength of the Business 20
3.4.2. Weakness of the Business 20
3.4.3. Opportunity of the Business 21
3.4.4. Threat of the Business 21
3.5. Business Strategy 22
3.6. Business Key Success Factors 23
4. Marketing Research 24
4.1. The Objective of Marketing Research 24
4.2. The Scope of Marketing Research 24
4.3. The Result of Marketing Research 25
5. Marketing Plan 27
5.1. Segmentation 27
5.2. Targeting 29
5.3. Positioning 29
5.4. Marketing Mix Strategies (4Ps) 30
5.4.1. Product 30
5.4.2. Price 31
5.4.3. Place 31
5.4.4. Promotion 34
6. Operational Plan 37
6.1. Layout of manufacturing 37
6.2. Supplier Selection 37
6.3. Raw Materials 37
6.4. Production and Operating Process 38
6.5. Production Plan 42
6.6. Inventory Management 42
6.7. Customer Relationship 42
7. Organizational Management 43
7.1. Organization Structure 43
7.2. Roles and Responsibilities 43
7.3. Compensation and Benefit 45
7.4. Training 45
8. Financial Plan 46
8.1. Assumptions 46
8.1.1. Capital Investment 46
8.1.2. Revenue 47
8.1.3. Cost of Goods Sold 49
8.1.4. Operating Expenses 50
8.2. Forecast Income Statement (Base Case) 51
8.3. Financial Decision 52
8.3.1. Income Statement 52
8.3.2. Project Valuation 52
8.4. Scenario Analysis 53
8.4.1. Best Case 53
8.4.2. Worst Case 53
9. Future Expansion Plan 54
9.1. Farm Expansion 54
9.2. Increase Business Distribution Channel 54
9.3. Develop new packaging 54
Reference 56
Appendix 1: Market Research Questionnaire 59
Appendix 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/#G0106933053en_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 wateren_US
dc.subject (關鍵詞) Impacten_US
dc.subject (關鍵詞) Socialen_US
dc.subject (關鍵詞) Environmentalen_US
dc.subject (關鍵詞) Organicen_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 differenceen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) Sudsapda (2016). Coconut Journey. Retrieved April 7, 2019 from https://sudsapda.com/top-
lists/19879.html
Paul Quimm (2018). Plastic or glass milk bottles? Crate expectations. Retrieved April 7, 2019
From https://friendsoftheearth.uk/plastics/plastic-or-glass-milk-bottles-crate-expectations
Ingrid (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.pdf
Post today (2016) Coconut market growing to 3.7 billion Thai Baht in global market. Retrieved
April 12, 2019, from https://www.posttoday.com/market/news/459923
Marketeer (2018). Will ready to drink coconut water be able to take over fresh coconut water
or not? Retrieved April 14, 2019, from https://marketeeronline.co/archives/36684
Maprao (2017). Maprao Organic coconut water. Retrieved April 15, 2019, from
http://maprao.co/th
Kantaporn (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_JXoS5YLcSY32xZ4
Kru 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/2162
Witoon, P. (2016). Overview of Thai organic agriculture in 2016. Retrieved May 14, 2019, from http://www.greennet.or.th/article/411
Pigabyte. (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, from
https://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. Retrieved
May 30, 2019, from https://bgr.com/2017/04/13/ooho-water-balls/		zh_TW
dc.identifier.doi (DOI) 10.6814/NCCU201900123en_US