| dc.contributor.advisor | 吳文傑 | zh_TW |
| dc.contributor.advisor | Wu, Jack | en_US |
| dc.contributor.author (Authors) | 白嘉昱 | zh_TW |
| dc.contributor.author (Authors) | Chuya-ut Praipruek | en_US |
| dc.creator (作者) | 白嘉昱 | zh_TW |
| dc.creator (作者) | Praipruek, Chuya-ut | en_US |
| dc.date (日期) | 2023 | en_US |
| dc.date.accessioned | 2-Jun-2023 11:45:35 (UTC+8) | - |
| dc.date.available | 2-Jun-2023 11:45:35 (UTC+8) | - |
| dc.date.issued (上傳時間) | 2-Jun-2023 11:45:35 (UTC+8) | - |
| dc.identifier (Other Identifiers) | G0110933061 | en_US |
| dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/145081 | - |
| 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) | 110933061 | zh_TW |
| dc.description.abstract (摘要) | Thailand has been currently facing the challenge of an aging population which has resulted in an increase in health conditions among elderly people. Furthermore, some of these health conditions require special diets that must be carefully controlled on a daily basis. In response to this situation, "Life-Long Kitchen" is exploring the possibility of entering the food market for the elderly population. This thesis aims to examine the feasibility of opening a food delivery service for the elderly. It analyzes the market environment, including competitors, target customers, and the threat of new entrants. Additionally, the financial aspects of starting a restaurant are explored, such as initial investments, operating costs, and pricing strategies. The study has revealed a growing demand for the elderly food market, which has not yet reached saturation. However, the company must consider the initial investment, operating costs, and pricing strategy to ensure profitability. | en_US |
| dc.description.tableofcontents | Table of Contents 1. Executive Summary 1 2. Introduction and Company Background 2 2.1 Company Overview 2 2.1.1 Name and Logo of the Business 2 2.1.2 Mission 2 2.1.3 Vision 3 2.1.4 Goal of the Business 3 2.2 Key to Success 4 2.2.1 Aging Society and Chronic Diseases 4 2.2.2 Flavorful and Nutritionally Balanced Food 4 2.2.3 Variety of Dishes 4 2.2.4 Cleanliness and Hygienic 5 2.3 Product Overview 5 2.3.1 Diabetic Diets 6 2.3.2 Renal-Friendly Diets 6 2.3.3 Heart-Healthy Diets 7 2.4 Business Model Canvas 8 2.4.1 Customer Segments 9 2.4.2 Value Propositions 10 2.4.3 Channels 10 2.4.4 Customer Relationships 11 2.4.5 Key Partners 11 2.4.6 Key Activities 12 2.4.7 Key Resources 12 2.4.8 Cost Structure 13 2.4.9 Revenue Streams 13 3. Industry Analysis 14 3.1 Industry Situation 14 3.1.1 The Industry of Food and Beverage in Thailand 14 3.2 Porter’s Five Forces 15 3.2.1 Bargaining Power of Suppliers 16 3.2.2 Bargaining Power of Buyers 17 3.2.3 Threats of New Entrants 17 3.2.4 Threats of Substitutes 18 3.2.5 Competition of Existing Competitors in the Industry 18 4. Market Analysis 19 4.1 Market Situation 19 4.1.1 Demographic Situation 19 4.1.3 Family Culture in Thailand 21 4.2 Market Research 22 4.2.1 Research Objectives 22 4.2.2 The Scope of Research 23 4.2.3 Research Result 24 4.3 SWOT Analysis 28 4.3.1 Strengths 28 4.3.2 Weaknesses 29 4.3.3 Opportunities 29 4.3.4 Threats 30 5. Marketing Plan 31 5.1 STP Model 31 5.1.1 Segmentation 31 5.1.2 Targeting 32 5.1.3 Positioning 33 5.2 Marketing Mix Strategies 34 5.2.1 Product 34 5.2.2 Price 35 5.2.1 Place 37 5.2.2 Promotion 38 6. Operational Plan 40 6.1 Ordering Process 40 6.2 Supplier Selection 43 6.3 Production 48 6.4 Inventory Management 49 7. Management Team 51 7.1 Organizational Structure 51 7.2 Roles and Responsibilities 51 7.2.1 Founder/CEO/CFO 51 7.2.2 Marketing Manager 52 7.2.3 Inventory Manager 53 7.2.4 Head Chef 53 7.2.5 Chef Assistant 54 7.3 Compensation and Benefit 54 8. Financial Analysis 55 8.1 Assumptions 55 8.1.1 Capital Investment 55 8.1.2 Revenue 56 8.1.3 Cost of Goods Sold 57 8.1.4 Operating Expenses 57 8.2 Forecasted Income Statement 59 Reference 61 Appendix 64 | zh_TW |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0110933061 | en_US |
| dc.subject (關鍵詞) | 年長者 | zh_TW |
| dc.subject (關鍵詞) | 心臟健康 | zh_TW |
| dc.subject (關鍵詞) | 糖尿病 | zh_TW |
| dc.subject (關鍵詞) | 腎病友善 | zh_TW |
| dc.subject (關鍵詞) | 泰國 | zh_TW |
| dc.subject (關鍵詞) | Elderly | en_US |
| dc.subject (關鍵詞) | Heart-healthy | en_US |
| dc.subject (關鍵詞) | Diabetic | en_US |
| dc.subject (關鍵詞) | Renal-friendly | en_US |
| dc.subject (關鍵詞) | Thailand | en_US |
| dc.title (題名) | 人生廚房： 泰國曼谷長者的食物外送服務 | zh_TW |
| dc.title (題名) | Life-long kitchen: special diets delivery service for elderly people in Bangkok, Thailand | en_US |
| dc.type (資料類型) | thesis | en_US |
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