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題名 1819 青年旅館商業計劃書
1819 Hostel in Bangkok作者 陳立恆
Lompayen, Sarat貢獻者 吳文傑
Wu, Jack
陳立恆
Sarat Lompayen關鍵詞 旅館
咖啡廳
背包
便宜
曼谷
Hostel
Café
Backpack
Cheap
Bangkok日期 2021 上傳時間 4-八月-2021 15:05:56 (UTC+8) 摘要 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.1819 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. 參考文獻 “Bank of Thailand (Statistical Data).” Bank of Thailand Statistics, 31 Mar. 2021, www.bot.or.th/App/BTWS_STAT/statistics/BOTWEBSTAT.aspx?reportID=875&language=ENG.“Booking.Com: The Largest Selection of Hotels, Homes, and Vacation Rentals.” Booking.Com, www.booking.com. Accessed 25 Feb. 2021.Borad, Sanjay Bulaki. “Importance and Use of Weighted Average Cost of Capital (WACC).” EFinanceManagement, 25 June 2014, efinancemanagement.com/investment-decisions/importance-and-use-of-weighted-average-cost-of-capital-wacc.“Business Outlook Report.” Bank of Thailand, 2020, pp. 1–6, www.bot.or.th/English/MonetaryPolicy/EconomicConditions/BLP/BLP_EN_Q3_2020.pdf.C9 Hotelworks. “Growth of Hostels With Private Rooms and Private Rooms vs. Shared Rooms Mix.” Southeast Asia Hostel Market Update, 2018, pp. 1–4, www.c9hotelworks.com/wp-content/uploads/2020/02/southeast-asia-hostel-market-2018-01.pdf.Corporate Finance Institute. “Cost of Equity.” Corporate Finance Institute, 30 Mar. 2020, corporatefinanceinstitute.com/resources/knowledge/finance/cost-of-equity-guide/#:%7E:text=The%20cost%20of%20equity%20can,companies%20that%20pay%20out%20dividends).“GDP in Thailand.” Thailand GDP - Thailand Economy Forecast & Outlook, www.focus-economics.com/country-indicator/thailand/gdp. Accessed 16 Nov. 2020.“Global Destination Cities Index 2019.” Mastercard, newsroom.mastercard.com/wp-content/uploads/2019/09/GDCI-Global-Report-FINAL-1.pdf. Accessed 17 Nov. 2020.Hansen, Pernille. “What Is KOL Marketing and How Can It Benefit You?” Influencer Marketing Hub, 17 Aug. 2020, influencermarketinghub.com/kol-marketing/#:%7E:text=Key%20opinion%20leader%20(KOL)%20marketing,an%20interest%20in%20those%20products.“International tourism receipts.” Statistics Finland, www.stat.fi/meta/kas/kv_matktulo_en.html. Accessed 18 Nov. 2020.Lunkam, Puttachard. “Business Tendency/Industry Year 2562–2564: Hotel Business.” Krungsri Bank PCL, 31 July 2019, www.krungsri.com/th/research/industry/industry-outlook/Services/Hotels/IO/Industry-Outlook-Hotels.“Ministerial Regulation: Determining the Type and Operation of the Hotel Business B.E. 2551 (2008).” THE BUILDING INSPECTORS ASSOCIATION, www.bsa.or.th/%E0%B8%81%E0%B8%8E%E0%B8%AB%E0%B8%A1%E0%B8%B2%E0%B8%A2/%E0%B8%81%E0%B8%8E%E0%B8%81%E0%B8%A3%E0%B8%B0%E0%B8%97%E0%B8%A3%E0%B8%A7%E0%B8%87-%E0%B8%81%E0%B8%B3%E0%B8%AB%E0%B8%99%E0%B8%94%E0%B8%9B%E0%B8%A3%E0%B8%B0%E0%B9%80%E0%B8%A0%E0%B8%97%E0%B9%81%E0%B8%A5%E0%B8%B0%E0%B8%AB%E0%B8%A5%E0%B8%B1%E0%B8%81%E0%B9%80%E0%B8%81%E0%B8%93%E0%B8%91%E0%B9%8C%E0%B8%81%E0%B8%B2%E0%B8%A3%E0%B8%9B%E0%B8%A3%E0%B8%B0%E0%B8%81%E0%B8%AD%E0%B8%9A%E0%B8%98%E0%B8%B8%E0%B8%A3%E0%B8%81%E0%B8%B4%E0%B8%88%E0%B9%82%E0%B8%A3%E0%B8%87%E0%B9%81%E0%B8%A3%E0%B8%A1-%E0%B8%9E%E0%B8%A8-%E0%B9%92%E0%B9%95%E0%B9%95%E0%B9%91.html. Accessed 17 Nov. 2020.NALISA. “ตลาดHostel กับกลยุทธ์การปรับตัวในวันที่การแข่งขันสูงขึ้น (วิเคราะห์).” Marketeer Online, 20 Oct. 2019, marketeeronline.co/archives/125216.Rampton, John. “8 Ways to Avoid Cash Flow Surprises That Could Kill Your Business.” Entrepreneur, 11 Nov. 2016, www.entrepreneur.com/article/284942.Royal Thai government gazette. “Thailand Hotel Act 2004 Translation.” Thai Law Texts (Translations), www.samuiforsale.com/law-texts/thailand-hotel-act-2004-translation.html. Accessed 26 Nov. 2020.“SET - Market Data - Total Return Index (TRI).” SET TRI, www.set.or.th/en/market/tri.html. Accessed 10 Apr. 2021.The Thai Bond Market Association. “Government Bond Yield Curve.” The Thai Bond Market Association, www.thaibma.or.th/EN/Market/YieldCurve/Government.aspx. Accessed 10 Apr. 2021.“The Travel & Tourism Competitiveness Report 2019.” World Economic Forum, 4 Sept. 2019, www.weforum.org/reports/the-travel-tourism-competitiveness-report-2019.“Weighted Average Cost of Capital - WACC - ValueScope Inc.” ValueScope, 21 Sept. 2016, www.valuescopeinc.com/services/business-valuation/business-valuation-income-approach/weighted-average-cost-of-capital-wacc.“World Tourism Situation in B.E. 2562 and Projection in B.E. 2563.” Ministry of Tourism and Sports, www.mots.go.th/download/article/article_20201104090605.pdf. Accessed 17 Nov. 2020.“ข้อมูลสถิติ : ศูนย์ข้อมูลเศรษฐกิจการคลัง และการลงทุนของกรุงเทพมหานคร.” Fiscal Investment Information Center of BMA, 203.155.220.117:8080/BMAWWW/html_statistic/report_view.php?v_id=104#:%7E:text=%E0%B8%82%E0%B9%89%E0%B8%AD%E0%B8%A1%E0%B8%B9%E0%B8%A5%E0%B8%AA%E0%B8%96%E0%B8%B4%E0%B8%95%E0%B8%B4,-%E0%B8%A0%E0%B8%B2%E0%B8%9E%E0%B8%A3%E0%B8%A7%E0%B8%A1%20%E0%B8%81&text=%E0%B8%82%E0%B9%89%E0%B8%AD%E0%B8%A1%E0%B8%B9%E0%B8%A5%E0%B8%AA%E0%B8%96%E0%B8%B4%E0%B8%95%E0%B8%B4%E0%B9%80%E0%B8%82%E0%B8%95%E0%B8%AA%E0%B8%B2%E0%B8%97%E0%B8%A3,(%E0%B8%9E.%E0%B8%A8.%202561). Accessed 20 Nov. 2020.“ตรวจสอบราคาสินค้าผักสด-ค้าส่ง.” Ministry of Commerce, www.moc.go.th/index.php/rice-iframe-11.html. Accessed 18 Apr. 2021.ธนาคารกรุงศรีอยุธยา 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.“รายงานนโยบายการเงิน/การประชุมนักวิเคราะห์.” BOT, www.bot.or.th/Thai/MonetaryPolicy/MonetPolicyComittee/MPR/Pages/default.aspx. Accessed 11 Apr. 2021. 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)
108933041資料來源 http://thesis.lib.nccu.edu.tw/record/#G0108933041 資料類型 thesis dc.contributor.advisor 吳文傑 zh_TW dc.contributor.advisor Wu, Jack en_US dc.contributor.author (作者) 陳立恆 zh_TW dc.contributor.author (作者) Sarat Lompayen en_US dc.creator (作者) 陳立恆 zh_TW dc.creator (作者) Lompayen, Sarat en_US dc.date (日期) 2021 en_US dc.date.accessioned 4-八月-2021 15:05:56 (UTC+8) - dc.date.available 4-八月-2021 15:05:56 (UTC+8) - dc.date.issued (上傳時間) 4-八月-2021 15:05:56 (UTC+8) - dc.identifier (其他 識別碼) G0108933041 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/136434 - 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) 108933041 zh_TW dc.description.abstract (摘要) 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.1819 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 CONTENTS1. Executive Summary 11.1. Tourism Industry Background 11.2. Business Characteristics 81.3. Business Model Canvas 81.3.1. Customer Segments 91.3.2. Value Propositions 91.3.3. Channels 91.3.4. Customer Relationships 111.3.5. Revenue Streams 111.3.6. Key Activities 111.3.7. Key Resources 121.3.8. Key Partners 121.3.9. Cost Structure 122. Hostel Site Analysis 142.1. Hostel Location 142.1.1. Metropolitan Area 142.1.2. Neighborhood Area 142.1.3. Hostel Area 152.2. Project Building 162.2.1. Hostel Building Size and Structure 162.2.2. Hostel Accessibility 172.2.3. Hostel Visibility 182.3. Environmental Analysis 182.4. Legal Restrictions 192.5. Hostel Site Analysis Conclusion 223. External Analysis 233.1. Porter’s Five Forces Analysis 233.2. Market Environment Analysis 263.2.1. Hostel Industry Overview in Bangkok 263.2.2. Competitors 273.2.3. Key Success Factors 364. Internal Analysis 384.1. Business Overview 384.2. Business Name 384.3. Logo 394.4. Vision 414.5. Mission 414.6. Goal 414.6.1. Short-term goal (1-3 years) 414.6.2. Long-term goal (3-7 years) 414.7. SWOT Analysis 414.7.1. Strengths 424.7.2. Weaknesses 424.7.3. Opportunities 424.7.4. Threats 435. Market Research 445.1. Market Research Objectives 445.2. Market Research Boundary and Questionnaires 445.3. Market Research Conclusion 495.3.1. Personal information 495.3.2. The reasons behind choosing hostel 495.3.3. Pricing 505.3.4. Booking platform 506. Marketing Plan 516.1. Market Segmentation and Targeting 516.2. Brand Positioning 516.3. 4P’s Marketing Mix Strategy 526.3.1. Product 526.3.2. Price 626.3.3. Place 636.3.4. Promotion 646.4. Customer Services Strategy 666.5. Action Plan 667. Management and Organization Plan 677.1. Hostel Space Division 677.2. Hostel Opening Hours 687.3. Hostel Services 697.3.1. Hostel 697.3.2. Café 697.3.3. Laundry service 697.3.4. Bike rental service 697.3.5. Luggage storage 707.4. Procurement of Equipment, Raw Materials and Beverages 707.5. Cleaning Process 707.6. Organization Structure 717.6.1. Owner 717.6.2. Hostel and café manager (1 position) 717.6.3. Hostel staff and Barista (3 positions) 727.6.4. Housekeeping staff (1 position) 737.7. Employee Working Hours 737.8. Dress Code Regulations in the Workplace 747.9. Salary and Incentive 748. Financial Plan 758.1. Financial Objective and Goal 758.1.1. Financial Objective 758.1.2. Financial Goal 758.2. Source of Funds 758.3. Revenue Estimation 788.4. Operation Expenses Estimation 798.4.1. Food and beverage cost 798.4.2. Depreciation expenses 808.4.3. Operating and Selling Expenses 808.5. Forecasted Income Statements 818.6. Scenario Analysis 828.6.1. Base Case 828.6.2. Worst Case 828.7. Contingency Plan 858.7.1. New competitors in the same area and not effective brand awareness 858.7.2. Lack of human resources 868.7.3. Less travelers due to ongoing pandemic situation 868.7.4. Increase in the cost of sales and operation expenses 868.7.5. Unexpected insufficient cash flow 878.7.6. Customer concern about the pandemic and disease during the stay 879. Future Initiatives 8810. References 8911. Appendix 94 zh_TW dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0108933041 en_US dc.subject (關鍵詞) 旅館 zh_TW dc.subject (關鍵詞) 咖啡廳 zh_TW dc.subject (關鍵詞) 背包 zh_TW dc.subject (關鍵詞) 便宜 zh_TW dc.subject (關鍵詞) 曼谷 zh_TW dc.subject (關鍵詞) Hostel en_US dc.subject (關鍵詞) Café en_US dc.subject (關鍵詞) Backpack en_US dc.subject (關鍵詞) Cheap en_US dc.subject (關鍵詞) Bangkok en_US dc.title (題名) 1819 青年旅館商業計劃書 zh_TW dc.title (題名) 1819 Hostel in Bangkok en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) “Bank of Thailand (Statistical Data).” Bank of Thailand Statistics, 31 Mar. 2021, www.bot.or.th/App/BTWS_STAT/statistics/BOTWEBSTAT.aspx?reportID=875&language=ENG.“Booking.Com: The Largest Selection of Hotels, Homes, and Vacation Rentals.” Booking.Com, www.booking.com. Accessed 25 Feb. 2021.Borad, Sanjay Bulaki. “Importance and Use of Weighted Average Cost of Capital (WACC).” EFinanceManagement, 25 June 2014, efinancemanagement.com/investment-decisions/importance-and-use-of-weighted-average-cost-of-capital-wacc.“Business Outlook Report.” Bank of Thailand, 2020, pp. 1–6, www.bot.or.th/English/MonetaryPolicy/EconomicConditions/BLP/BLP_EN_Q3_2020.pdf.C9 Hotelworks. “Growth of Hostels With Private Rooms and Private Rooms vs. Shared Rooms Mix.” Southeast Asia Hostel Market Update, 2018, pp. 1–4, www.c9hotelworks.com/wp-content/uploads/2020/02/southeast-asia-hostel-market-2018-01.pdf.Corporate Finance Institute. “Cost of Equity.” Corporate Finance Institute, 30 Mar. 2020, corporatefinanceinstitute.com/resources/knowledge/finance/cost-of-equity-guide/#:%7E:text=The%20cost%20of%20equity%20can,companies%20that%20pay%20out%20dividends).“GDP in Thailand.” Thailand GDP - Thailand Economy Forecast & Outlook, www.focus-economics.com/country-indicator/thailand/gdp. Accessed 16 Nov. 2020.“Global Destination Cities Index 2019.” Mastercard, newsroom.mastercard.com/wp-content/uploads/2019/09/GDCI-Global-Report-FINAL-1.pdf. Accessed 17 Nov. 2020.Hansen, Pernille. “What Is KOL Marketing and How Can It Benefit You?” Influencer Marketing Hub, 17 Aug. 2020, influencermarketinghub.com/kol-marketing/#:%7E:text=Key%20opinion%20leader%20(KOL)%20marketing,an%20interest%20in%20those%20products.“International tourism receipts.” Statistics Finland, www.stat.fi/meta/kas/kv_matktulo_en.html. Accessed 18 Nov. 2020.Lunkam, Puttachard. “Business Tendency/Industry Year 2562–2564: Hotel Business.” Krungsri Bank PCL, 31 July 2019, www.krungsri.com/th/research/industry/industry-outlook/Services/Hotels/IO/Industry-Outlook-Hotels.“Ministerial Regulation: Determining the Type and Operation of the Hotel Business B.E. 2551 (2008).” THE BUILDING INSPECTORS ASSOCIATION, www.bsa.or.th/%E0%B8%81%E0%B8%8E%E0%B8%AB%E0%B8%A1%E0%B8%B2%E0%B8%A2/%E0%B8%81%E0%B8%8E%E0%B8%81%E0%B8%A3%E0%B8%B0%E0%B8%97%E0%B8%A3%E0%B8%A7%E0%B8%87-%E0%B8%81%E0%B8%B3%E0%B8%AB%E0%B8%99%E0%B8%94%E0%B8%9B%E0%B8%A3%E0%B8%B0%E0%B9%80%E0%B8%A0%E0%B8%97%E0%B9%81%E0%B8%A5%E0%B8%B0%E0%B8%AB%E0%B8%A5%E0%B8%B1%E0%B8%81%E0%B9%80%E0%B8%81%E0%B8%93%E0%B8%91%E0%B9%8C%E0%B8%81%E0%B8%B2%E0%B8%A3%E0%B8%9B%E0%B8%A3%E0%B8%B0%E0%B8%81%E0%B8%AD%E0%B8%9A%E0%B8%98%E0%B8%B8%E0%B8%A3%E0%B8%81%E0%B8%B4%E0%B8%88%E0%B9%82%E0%B8%A3%E0%B8%87%E0%B9%81%E0%B8%A3%E0%B8%A1-%E0%B8%9E%E0%B8%A8-%E0%B9%92%E0%B9%95%E0%B9%95%E0%B9%91.html. Accessed 17 Nov. 2020.NALISA. “ตลาดHostel กับกลยุทธ์การปรับตัวในวันที่การแข่งขันสูงขึ้น (วิเคราะห์).” Marketeer Online, 20 Oct. 2019, marketeeronline.co/archives/125216.Rampton, John. “8 Ways to Avoid Cash Flow Surprises That Could Kill Your Business.” Entrepreneur, 11 Nov. 2016, www.entrepreneur.com/article/284942.Royal Thai government gazette. “Thailand Hotel Act 2004 Translation.” Thai Law Texts (Translations), www.samuiforsale.com/law-texts/thailand-hotel-act-2004-translation.html. Accessed 26 Nov. 2020.“SET - Market Data - Total Return Index (TRI).” SET TRI, www.set.or.th/en/market/tri.html. Accessed 10 Apr. 2021.The Thai Bond Market Association. “Government Bond Yield Curve.” The Thai Bond Market Association, www.thaibma.or.th/EN/Market/YieldCurve/Government.aspx. 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