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題名 人生廚房： 泰國曼谷長者的食物外送服務
Life-long kitchen: special diets delivery service for elderly people in Bangkok, Thailand
作者 白嘉昱
Praipruek, Chuya-ut
貢獻者 吳文傑
Wu, Jack
白嘉昱
Chuya-ut Praipruek
關鍵詞 年長者
心臟健康
糖尿病
腎病友善
泰國
Elderly
Heart-healthy
Diabetic
Renal-friendly
Thailand
日期 2023
上傳時間 6-七月-2023 15:15:27 (UTC+8)
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.
參考文獻 Reference
World Health Organization. (2022). Ageing and health. World Health Organization. https://www.who.int/news-room/fact-sheets/detail/ageing-and-health
David Bloom. (2015). Global Population Aging: Facts, Challenges, Solutions & Perspectives. Article.
Shaoqing Ge. (2021) Applying Engaging With Aging in the Era of COVID-19. Journal of Gerontological Nursing. https://journals.healio.com/doi/10.3928/00989134-20210514-01
Thai Terre. (2020). All You Need to Know About Thai Food. Thai Terre. https://thaiterre.co.uk/all-you-need-to-know-about-thai-food/#:~:text=Thai%20cuisine%20is%20a%20perfect,that%20come%20loaded%20with%20fruits.
Integrity Service Companies. (2018, November 9). 4 Reasons Why Restaurant Customers Value Cleanliness as Much as Food. Integrity Service Companies. https://integrityservicecompanies.com/2018/11/09/4-reasons-why-restaurant-customers-value-cleanliness-as-much-as-food/
Lifesum. (n.d.). Surprising Sources of Sugar - Is Extra Sugar Hiding in Your Food? Lifesum. https://lifesum.com/nutrition-explained/surprising-sources-of-sugar-is-extra-sugar-hiding-in-your-food
National Kidney Foundation. (n.d.). How Your Kidneys Work. Kidney.org. https://www.kidney.org/kidneydisease/howkidneyswrk
Preston, R., Heffernan, A., & Chia, M. (2018). Chronic Kidney Disease is on the Rise. Journal of Medical Radiation Sciences, 65(1), 11-21. doi: 10.1002/jmrs.249
National Institute of Diabetes and Digestive and Kidney Diseases. (2022). Eating, diet, & nutrition for chronic kidney disease. from https://www.niddk.nih.gov/health-information/kidney-disease/chronic-kidney-disease-ckd/eating-nutrition
Mayo Clinic. (2022). Heart-healthy diet: 8 steps to prevent heart disease. Mayo Clinic. https://www.mayoclinic.org/diseases-conditions/heart-disease/in-depth/heart-healthy-diet/art-20047702
Hamzah, H. A., Noor, N. M., & Abdullah, M. S. (2020). Business Model Canvas. Universiti Teknologi MARA Institutional Repository. https://ir.uitm.edu.my/id/eprint/56371/1/56371.pdf
Strategyzer AG. (n.d.). Customer Segments. Business Model Canvas. https://www.strategyzer.com/business-model-canvas/customer-segments
Grassle, M. (2022, January 5). What is customer relations? How to build strong relationships with customers. HubSpot. https://blog.hubspot.com/service/customer-relations
Creately. (n.d.). Business Model Canvas Explained - With Examples. Creately Blog, https://creately.com/guides/business-model-canvas-explained/
Strategyzer AG. (n.d.). Key Activities. Business Model Canvas. https://www.strategyzer.com/business-model-canvas/key-activities
ReCharge. (2022). 7 Benefits of the Subscription Model. ReCharge Payments. https://rechargepayments.com/blog/7-benefits-of-the-subscription-model/
BOI. (2018). Food industry. https://www.boi.go.th/upload/content/Food%20industry_5aa7b40bd758b.pdf
Statista. (2022). Thailand: Health foods market value from 2016 to 2022 (in U.S. dollars). In Statista. https://www.statista.com/statistics/1245994/thailand-health-foods-market-value/
National Economic and Social Development Council. (2017). The Twelfth National Economic and Social Development Plan (2017-2021). https://www.nesdc.go.th/ewt_dl_link.php?nid=9814
Sangthong R, Duangchan P, Yoosiri T, Sae-Ueng T. (2013). Factors Influencing Acceptance and Use of Electronic Medical Records in Hospitals in Thailand. Thammasat Economic Journal. https://archive.cm.mahidol.ac.th/bitstream/123456789/4592/1/TP%20EM.014%202565.pdf
FAMI Motorcycle. (2021). Thailand`s Food Delivery Service is Booming During COVID-19. https://mail.fami-motorcycle.org/news/detail/read/thailands-food-delivery-service-is-booming-during-covid-19/
Investopedia. (n.d.). Porter`s 5 Forces. Investopedia. https://www.investopedia.com/terms/p/porter.asp
Department of Business Development. (2017). สถิติจำนวนบริษัทจดทะเบียนใหม่ จำแนกตามประเภทกิจการ และจำแนกตามภูมิภาค ปี 2560 [Statistics on the Number of Newly Registered Companies, Classified by Type of Business and Region, 2017]. https://www.dbd.go.th/download/document_file/Statisic/2560/T26/T26_201703.pdf
Sukhothai Thammathirat University. (2014). Aged society definition. https://www.stou.ac.th/stouonline/lom/data/sec/Lom12/05-01.html
Kasikorn Research Center. (202). ผลกระทบจากสังคมสูงอายุต่อธุรกิจโซเชียลมีเดีย [Impact of Aging Society on Social Media Business]. https://www.kasikornresearch.com/th/analysis/k-social-media/Pages/Aging-society-FB-30-04-21.aspx
Better Health Channel. (2022). Healthy and active ageing. https://www.betterhealth.vic.gov.au/health/servicesandsupport/healthy-and-active-ageing
World Health Organization. (2018). Ageing and health. Fact Sheet. https://www.who.int/news-room/fact-sheets/detail/ageing-and-health
HIMSS Asia Pacific. (2015). The challenge of EHR adoption in Asia Pacific. Healthcare Focus. https://www.hfocus.org/content/2015/03/9583
HIMSS Asia Pacific. (2020). Clinical documentation improvement is vital for quality patient care. Healthcare Focus. https://www.hfocus.org/content/2020/09/20208
SBS. (n.d.). Thai culture: Family. Cultural Atlas. https://culturalatlas.sbs.com.au/thai-culture/thai-culture-family
Tasty Thailand. (2017, December 17). Thai family values and how they`re different from western ones. Tasty Thailand. https://tastythailand.com/thai-family-values-and-how-theyre-different-from-western-ones/
Thai PBS World. (2019, December 10). Thailand needs welfare schemes based on rights, not charity, experts say. Thai PBS World. https://www.thaipbsworld.com/thailand-needs-welfare-schemes-based-on-rights-not-charity-experts-say/
Will Kenton. (2022). SWOT analysis. Investopedia. https://www.investopedia.com/terms/s/swot.asp
Adobe. (2022). The benefits of social media marketing. Adobe Business Catalyst. Retrieved https://business.adobe.com/blog/basics/smm-benefits.html
Will Kenton. (2022). Direct marketing. Investopedia. https://www.investopedia.com/terms/d/direct-marketing.asp
Will Kenton. (2023). Marketing Mix. Investopedia. https://www.investopedia.com/terms/m/marketing-mix.asp
Ministry of Interior. (2020). โครงการพัฒนาระบบข้อมูลภูมิปัญญาท้องถิ่น เพื่อการบริหารจัดการและการพัฒนาที่ยั่งยืน [Local wisdom information system development project for sustainable management and development]. https://webportal.bangkok.go.th/upload/user/00000069/ITA/010/010_63.pdf
Droidsans. (2019, December 20). การใช้บริการธนาคารผ่านมือถือในปี 2019 สู่สังคมไร้เงินสด [Mobile Banking Usage in 2019 to Cashless Society]. Droidsans. https://droidsans.com/thailand-mobile-banking-2019-to-cashless-society/
Marketeer. (2022, October 21). ส่องยอดขาย iPhone 13 ในไทย: แพงจริงหรือไม่? [Examining iPhone 13 Sales in Thailand: Are They Really Expensive?]. Marketeer Online. https://marketeeronline.co/archives/272899
Yim, H. (2018). Inventory management for restaurant business. International Journal of Business and Society, 19(3), 703-712
Poomontre, S. (2019). An Updated Prediction System for the TMRS Standardized Socio-Economic Status (SES) Classification of Bangkok and Metropolitan, p 13.
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)
110933061
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0110933061
資料類型 thesis
dc.contributor.advisor 吳文傑zh_TW
dc.contributor.advisor Wu, Jacken_US
dc.contributor.author (作者) 白嘉昱zh_TW
dc.contributor.author (作者) Chuya-ut Praiprueken_US
dc.creator (作者) 白嘉昱zh_TW
dc.creator (作者) Praipruek, Chuya-uten_US
dc.date (日期) 2023en_US
dc.date.accessioned 6-七月-2023 15:15:27 (UTC+8)-
dc.date.available 6-七月-2023 15:15:27 (UTC+8)-
dc.date.issued (上傳時間) 6-七月-2023 15:15:27 (UTC+8)-
dc.identifier (其他 識別碼) G0110933061en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/145699-
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) 110933061zh_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/#G0110933061en_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) Elderlyen_US
dc.subject (關鍵詞) Heart-healthyen_US
dc.subject (關鍵詞) Diabeticen_US
dc.subject (關鍵詞) Renal-friendlyen_US
dc.subject (關鍵詞) Thailanden_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, Thailanden_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) Reference
World Health Organization. (2022). Ageing and health. World Health Organization. https://www.who.int/news-room/fact-sheets/detail/ageing-and-health
David Bloom. (2015). Global Population Aging: Facts, Challenges, Solutions & Perspectives. Article.
Shaoqing Ge. (2021) Applying Engaging With Aging in the Era of COVID-19. Journal of Gerontological Nursing. https://journals.healio.com/doi/10.3928/00989134-20210514-01
Thai Terre. (2020). All You Need to Know About Thai Food. Thai Terre. https://thaiterre.co.uk/all-you-need-to-know-about-thai-food/#:~:text=Thai%20cuisine%20is%20a%20perfect,that%20come%20loaded%20with%20fruits.
Integrity Service Companies. (2018, November 9). 4 Reasons Why Restaurant Customers Value Cleanliness as Much as Food. Integrity Service Companies. https://integrityservicecompanies.com/2018/11/09/4-reasons-why-restaurant-customers-value-cleanliness-as-much-as-food/
Lifesum. (n.d.). Surprising Sources of Sugar - Is Extra Sugar Hiding in Your Food? Lifesum. https://lifesum.com/nutrition-explained/surprising-sources-of-sugar-is-extra-sugar-hiding-in-your-food
National Kidney Foundation. (n.d.). How Your Kidneys Work. Kidney.org. https://www.kidney.org/kidneydisease/howkidneyswrk
Preston, R., Heffernan, A., & Chia, M. (2018). Chronic Kidney Disease is on the Rise. Journal of Medical Radiation Sciences, 65(1), 11-21. doi: 10.1002/jmrs.249
National Institute of Diabetes and Digestive and Kidney Diseases. (2022). Eating, diet, & nutrition for chronic kidney disease. from https://www.niddk.nih.gov/health-information/kidney-disease/chronic-kidney-disease-ckd/eating-nutrition
Mayo Clinic. (2022). Heart-healthy diet: 8 steps to prevent heart disease. Mayo Clinic. https://www.mayoclinic.org/diseases-conditions/heart-disease/in-depth/heart-healthy-diet/art-20047702
Hamzah, H. A., Noor, N. M., & Abdullah, M. S. (2020). Business Model Canvas. Universiti Teknologi MARA Institutional Repository. https://ir.uitm.edu.my/id/eprint/56371/1/56371.pdf
Strategyzer AG. (n.d.). Customer Segments. Business Model Canvas. https://www.strategyzer.com/business-model-canvas/customer-segments
Grassle, M. (2022, January 5). What is customer relations? How to build strong relationships with customers. HubSpot. https://blog.hubspot.com/service/customer-relations
Creately. (n.d.). Business Model Canvas Explained - With Examples. Creately Blog, https://creately.com/guides/business-model-canvas-explained/
Strategyzer AG. (n.d.). Key Activities. Business Model Canvas. https://www.strategyzer.com/business-model-canvas/key-activities
ReCharge. (2022). 7 Benefits of the Subscription Model. ReCharge Payments. https://rechargepayments.com/blog/7-benefits-of-the-subscription-model/
BOI. (2018). Food industry. https://www.boi.go.th/upload/content/Food%20industry_5aa7b40bd758b.pdf
Statista. (2022). Thailand: Health foods market value from 2016 to 2022 (in U.S. dollars). In Statista. https://www.statista.com/statistics/1245994/thailand-health-foods-market-value/
National Economic and Social Development Council. (2017). The Twelfth National Economic and Social Development Plan (2017-2021). https://www.nesdc.go.th/ewt_dl_link.php?nid=9814
Sangthong R, Duangchan P, Yoosiri T, Sae-Ueng T. (2013). Factors Influencing Acceptance and Use of Electronic Medical Records in Hospitals in Thailand. Thammasat Economic Journal. https://archive.cm.mahidol.ac.th/bitstream/123456789/4592/1/TP%20EM.014%202565.pdf
FAMI Motorcycle. (2021). Thailand`s Food Delivery Service is Booming During COVID-19. https://mail.fami-motorcycle.org/news/detail/read/thailands-food-delivery-service-is-booming-during-covid-19/
Investopedia. (n.d.). Porter`s 5 Forces. Investopedia. https://www.investopedia.com/terms/p/porter.asp
Department of Business Development. (2017). สถิติจำนวนบริษัทจดทะเบียนใหม่ จำแนกตามประเภทกิจการ และจำแนกตามภูมิภาค ปี 2560 [Statistics on the Number of Newly Registered Companies, Classified by Type of Business and Region, 2017]. https://www.dbd.go.th/download/document_file/Statisic/2560/T26/T26_201703.pdf
Sukhothai Thammathirat University. (2014). Aged society definition. https://www.stou.ac.th/stouonline/lom/data/sec/Lom12/05-01.html
Kasikorn Research Center. (202). ผลกระทบจากสังคมสูงอายุต่อธุรกิจโซเชียลมีเดีย [Impact of Aging Society on Social Media Business]. https://www.kasikornresearch.com/th/analysis/k-social-media/Pages/Aging-society-FB-30-04-21.aspx
Better Health Channel. (2022). Healthy and active ageing. https://www.betterhealth.vic.gov.au/health/servicesandsupport/healthy-and-active-ageing
World Health Organization. (2018). Ageing and health. Fact Sheet. https://www.who.int/news-room/fact-sheets/detail/ageing-and-health
HIMSS Asia Pacific. (2015). The challenge of EHR adoption in Asia Pacific. Healthcare Focus. https://www.hfocus.org/content/2015/03/9583
HIMSS Asia Pacific. (2020). Clinical documentation improvement is vital for quality patient care. Healthcare Focus. https://www.hfocus.org/content/2020/09/20208
SBS. (n.d.). Thai culture: Family. Cultural Atlas. https://culturalatlas.sbs.com.au/thai-culture/thai-culture-family
Tasty Thailand. (2017, December 17). Thai family values and how they`re different from western ones. Tasty Thailand. https://tastythailand.com/thai-family-values-and-how-theyre-different-from-western-ones/
Thai PBS World. (2019, December 10). Thailand needs welfare schemes based on rights, not charity, experts say. Thai PBS World. https://www.thaipbsworld.com/thailand-needs-welfare-schemes-based-on-rights-not-charity-experts-say/
Will Kenton. (2022). SWOT analysis. Investopedia. https://www.investopedia.com/terms/s/swot.asp
Adobe. (2022). The benefits of social media marketing. Adobe Business Catalyst. Retrieved https://business.adobe.com/blog/basics/smm-benefits.html
Will Kenton. (2022). Direct marketing. Investopedia. https://www.investopedia.com/terms/d/direct-marketing.asp
Will Kenton. (2023). Marketing Mix. Investopedia. https://www.investopedia.com/terms/m/marketing-mix.asp
Ministry of Interior. (2020). โครงการพัฒนาระบบข้อมูลภูมิปัญญาท้องถิ่น เพื่อการบริหารจัดการและการพัฒนาที่ยั่งยืน [Local wisdom information system development project for sustainable management and development]. https://webportal.bangkok.go.th/upload/user/00000069/ITA/010/010_63.pdf
Droidsans. (2019, December 20). การใช้บริการธนาคารผ่านมือถือในปี 2019 สู่สังคมไร้เงินสด [Mobile Banking Usage in 2019 to Cashless Society]. Droidsans. https://droidsans.com/thailand-mobile-banking-2019-to-cashless-society/
Marketeer. (2022, October 21). ส่องยอดขาย iPhone 13 ในไทย: แพงจริงหรือไม่? [Examining iPhone 13 Sales in Thailand: Are They Really Expensive?]. Marketeer Online. https://marketeeronline.co/archives/272899
Yim, H. (2018). Inventory management for restaurant business. International Journal of Business and Society, 19(3), 703-712
Poomontre, S. (2019). An Updated Prediction System for the TMRS Standardized Socio-Economic Status (SES) Classification of Bangkok and Metropolitan, p 13.		zh_TW