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題名 智能型健康餐食服務的商業計劃
Business plan for a Smart Healthy Food Service作者 李良傑
Jit, Nicholas Sylvester Lee Liang貢獻者 尚孝純
Shang, Shari
李良傑
Nicholas Sylvester Lee Liang Jit關鍵詞 保健品
健康食品
Health ware
Healthy Food日期 2023 上傳時間 2-Aug-2023 13:44:58 (UTC+8) 摘要 Health.ware. a health focused food company based in Kuala Lumpur, Malaysia. The purpose of this business is to address the rising issues of obesity and non-communicable diseases by providing personalized and nutritious food solutions inspired by Malaysian cuisine. Thus, our products include different range of foods from inspired Malaysia cuisine, healthy bar, guilt-free snacks and personalised meal.Health.ware vision is to promote healthy lifestyle and empower Malaysians to make informed dietary choices and align with the government agenda on committing to a Healthy lifestyle. Through a range of flavour-packed meals that are nutritionally balanced, convenient and affordable to catered for young adults that are seeking to maintain a healthy lifestyle to their personal goals and needs such as bulking, diet and healthcare.Health.ware will be leveraging technology and artificial intelligence; we ensure efficient operations and high-quality service to provide values to our customer not just in the food but also a unique experience. Hence, we would also be focusing on our product quality by a strict operational process and quality control to ensure our customer are able to enjoy a safe and quality meal. Additionally, we offer both dine-in, take-away and subscription plans allowing customers to customize their orders based on their preferences and dietary goal. With a strong market opportunity and a well-planned strategy, Health.ware gain several first-mover advantages to revolutionize the healthy food sector. 參考文獻 (Malaysia 2019). NHMS2019. Non-Communicable diseases, healthcare demand and health literacy. Retrieve from https://iptk.moh.gov.my/images/technical_report/2020/FactSheet_BI_AUG2020.pdfObesity and Overweight. (2021, June 9). Retrieved from World Health Organization: https://www.who.int/news-room/fact-sheets/detail/obesity-and-overweightMarket Research, D. B. (2022, July 12). Health and Wellness Food Market Size, Share, Growth & Trends Analysis Report, Competitive Landscape and market is growing at a CAGR of 9.3% by 2029. GlobeNewswire News Room. https://www.globenewswire.com/en/news-release/2022/07/12/2478255/0/en/Health-and-Wellness-Food-Market-Size-Share-Growth-Trends-Analysis-Report-Competitive-Landscape-and-market-is-growing-at-a-CAGR-of-9-3-by-2029.html(Khaw et al., 2022) Khaw, W. F., Nasaruddin, N. H., Alias, N., Chan, Y. M., Tan, L., Cheong, S. M., Ganapathy, S. S., Mohd Yusoff, M. F., & Yong, H. Y. (2022, October 4). Socio-demographic factors and healthy lifestyle behaviours among Malaysian adults: National Health and Morbidity Survey 2019 - Scientific Reports. Nature. https://doi.org/10.1038/s41598-022-20511-1(Majority of Malaysian Consumers Want Healthy Foods but Cost Is a Deterrent, 2019)Majority of Malaysian consumers want healthy foods but cost is a deterrent. (2019, May 16). https://www.igd.com/articles/article-viewer/t/majority-of-malaysian-consumers-want-healthy-foods-but-cost-is-a-deterrent/i/21620(Gazi, 2020). Gazi, F. (2020, July 21). Malaysians May Be Health Conscious, But There’s Still A Lot Of Work To Be Done. iMoney Malaysia. https://www.imoney.my/articles/malaysians-may-be-health-conscious-but-theres-still-a-lot-of-work-to-be-done(Taking Health Matters to Heart, 2022). Taking health matters to heart. (2022, January 28). The Star. https://www.thestar.com.my/news/nation/2022/01/28/taking-health-matters-to-heart(Health Risks, 2012). Health Risks. (2012, October 21). Obesity Prevention Source. https://www.hsph.harvard.edu/obesity-prevention-source/obesity-consequences/health-effects/(Weaning People off Tasty Junk Food Onto Bland Healthy Diets Is No Piece of Cake | MalaysiaNow, 2021). Weaning people off tasty junk food onto bland healthy diets is no piece of cake MalaysiaNow. (2021, March 7). MalaysiaNow. https://www.malaysianow.com/news/2021/03/07/weaning-people-off-tasty-junk-food-onto-bland-healthy-diets-is-no-easy-task(Thavabalan, 2016). Thavabalan, D. (2016, June 26). Why is it so difficult to eat healthy in Malaysia?! CILISOS - Current Issues Tambah Pedas! https://cilisos.my/why-is-it-so-difficult-to-eat-healthy-in-malaysia/(Malaysians Are the 8th Largest Sugar Consumers in the World – Consumers Association Penang, 2011). Malaysians are the 8th largest sugar consumers in the world – Consumers Association Penang. (2011, March 26). Malaysians Are the 8th Largest Sugar Consumers in the World – Consumers Association Penang. https://consumer.org.my/malaysians-are-the-8th-largest-sugar-consumers-in-the-world/(Healthier Foods Three Times More Expensive Than Unhealthy Options, 2021). Healthier foods three times more expensive than unhealthy options. (2021, July 7). New Food Magazine. https://www.newfoodmagazine.com/news/152402/broken-plate-report-2021/(Non Communicable Diseases, 2022). Non communicable diseases. (2022, September 16). Noncommunicable Diseases. https://www.who.int/news-room/fact-sheets/detail/noncommunicable-diseases#:~:text=Noncommunicable%20diseases%20(NCDs)%20kill%2041,%2D%20and%20middle%2Dincome%20countries.Benedict, B. (n.d.). Where is Malaysia’s national dish? Where Is Malaysia’s National Dish? - BBC Travel. https://www.bbc.com/travel/article/20191111-where-is-malaysias-national-dish7.1 Recipe referenceLeong, S. (n.d.). Nasi lemak recipe | BBC Good Food. Nasi Lemak Recipe | BBC Good Food. https://www.bbcgoodfood.com/recipes/nasi-lemakTalks, H. F. (2023, May 5). Healthy Nasi Kerabu Recipe | Honest Food Talks. Honest Food Talks. https://www.honestfoodtalks.com/nasi-kerabu-recipe/Collins, C. (n.d.). Prawn laksa curry bowl recipe | BBC Good Food. Prawn Laksa Curry Bowl Recipe | BBC Good Food. https://www.bbcgoodfood.com/recipes/prawn-laksa-curry-bowlteam, G. F. (n.d.). Chinese poached chicken & rice recipe | BBC Good Food. Chinese Poached Chicken & Rice Recipe | BBC Good Food. https://www.bbcgoodfood.com/recipes/chinese-poached-chicken-riceCalories in 100 g of Beef Rendang and Nutrition Facts. (n.d.). Calories in 100 G of Beef Rendang and Nutrition Facts. https://www.fatsecret.com.au/calories-nutrition/generic/beef-rendang?portionid=5737373&portionamount=100.000Nasi Briyani Calories, Carbs & Nutrition Facts | MyFitnessPal. (n.d.). Nasi Briyani Calories, Carbs & Nutrition Facts | MyFitnessPal. https://www.myfitnesspal.com/food/calories/nasi-briyani-2290887288Satay Calories, Carbs & Nutrition Facts | MyFitnessPal. (n.d.). Satay Calories, Carbs & Nutrition Facts | MyFitnessPal. https://www.myfitnesspal.com/food/calories/satay-223717241Hornby, J. (n.d.). Easy paella recipe | BBC Good Food. Easy Paella Recipe | BBC Good Food. https://www.bbcgoodfood.com/recipes/easy-paellaBuenfeld, S. (n.d.). Chicken satay salad recipe | BBC Good Food. Chicken Satay Salad Recipe | BBC Good Food. https://www.bbcgoodfood.com/recipes/chicken-satay-saladWicks, J. (n.d.). High protein breakfast recipe | BBC Good Food. High Protein Breakfast Recipe | BBC Good Food. https://www.bbcgoodfood.com/recipes/high-protein-breakfast– Performance nutritionist, J. C. (n.d.). Chicken meatballs with quinoa & curried cauliflower recipe | BBC Good Food. Chicken Meatballs With Quinoa & Curried Cauliflower Recipe | BBC Good Food. https://www.bbcgoodfood.com/recipes/chicken-meatballs-quinoa-curried-cauliflowerHealthy Thai green chicken curry recipe. (n.d.). BBC Food. https://www.bbc.co.uk/food/recipes/healthy_thai_green_76716team, G. F. (n.d.). Healthy pasta primavera recipe | BBC Good Food. Healthy Pasta Primavera Recipe | BBC Good Food. https://www.bbcgoodfood.com/recipes/healthy-pasta-primaverateam, G. F. (n.d.). Thai salmon kebabs with sweet chilli & lime dip recipe | BBC Good Food. Thai Salmon Kebabs With Sweet Chilli & Lime Dip Recipe | BBC Good Food. https://www.bbcgoodfood.com/recipes/thai-salmon-kebabs-sweet-chilli-lime-dip 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)
110933042資料來源 http://thesis.lib.nccu.edu.tw/record/#G0110933042 資料類型 thesis dc.contributor.advisor 尚孝純 zh_TW dc.contributor.advisor Shang, Shari en_US dc.contributor.author (Authors) 李良傑 zh_TW dc.contributor.author (Authors) Nicholas Sylvester Lee Liang Jit en_US dc.creator (作者) 李良傑 zh_TW dc.creator (作者) Jit, Nicholas Sylvester Lee Liang en_US dc.date (日期) 2023 en_US dc.date.accessioned 2-Aug-2023 13:44:58 (UTC+8) - dc.date.available 2-Aug-2023 13:44:58 (UTC+8) - dc.date.issued (上傳時間) 2-Aug-2023 13:44:58 (UTC+8) - dc.identifier (Other Identifiers) G0110933042 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/146491 - 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) 110933042 zh_TW dc.description.abstract (摘要) Health.ware. a health focused food company based in Kuala Lumpur, Malaysia. The purpose of this business is to address the rising issues of obesity and non-communicable diseases by providing personalized and nutritious food solutions inspired by Malaysian cuisine. Thus, our products include different range of foods from inspired Malaysia cuisine, healthy bar, guilt-free snacks and personalised meal.Health.ware vision is to promote healthy lifestyle and empower Malaysians to make informed dietary choices and align with the government agenda on committing to a Healthy lifestyle. Through a range of flavour-packed meals that are nutritionally balanced, convenient and affordable to catered for young adults that are seeking to maintain a healthy lifestyle to their personal goals and needs such as bulking, diet and healthcare.Health.ware will be leveraging technology and artificial intelligence; we ensure efficient operations and high-quality service to provide values to our customer not just in the food but also a unique experience. Hence, we would also be focusing on our product quality by a strict operational process and quality control to ensure our customer are able to enjoy a safe and quality meal. Additionally, we offer both dine-in, take-away and subscription plans allowing customers to customize their orders based on their preferences and dietary goal. With a strong market opportunity and a well-planned strategy, Health.ware gain several first-mover advantages to revolutionize the healthy food sector. en_US dc.description.tableofcontents Executive Summary 1Chapter 1: Introduction 21.1 Motivation 21.1.1 Diets 41.1.2 Threat of urban environment 41.1.3 Pricing 51.1.4 The taste of food 51.1.5 Survey appendix 51.2 Target Segmentation 81.2.1 Demographics 81.2.2 Psychographics 81.2.3 Behavioral Factors 91.3 Market needs and demands 91.3.1 Young adults that are health conscious (20-35) (Wan-Fei Khaw, 2022) 101.3.2 Fitness enthusiast 101.3.3 Medical concern 111.4 Company background 111.4.1 Company overview 111.4.2 Mission 121.4.3 Vision 121.4.4 Business Objective 131.5 Business Model Canvas 13Chapter 2: Product Overview 162.1 Product Features 162.1.1 National pride 162.2.2 Exotic cuisines 242.1.3 Healthy bar 312.3.4 Guilt-free snacks 322.2 Personalise Menu 372.2.1 Personalise menu user journey 372.3 Supply Chain 402.3.1 Local suppliers 402.3.2 Kitchen facilities and quality control 412.3.3 Production processes 412.3.4 Packaging and Labelling 412.3.5 Inventory management 422.3.6 Distribution and delivery 422.3.7 Procedure of Centralize Kitchen 422.4 System modules 422.4.1 Customer relationship management module 422.4.2 Meal planning and customization module 432.4.3 Mobile application 432.5 Servicing and pricing model 442.5.1 Service model 442.5.2 Pricing model 44Chapter 3: Market opportunity 463.1 Market analysis in Malaysia 463.2 Market entry approach 463.3 Competitor 473.4 Risk Assessment 503.4.1 Market competition 503.4.2 Supply chain disruptions 503.4.3 Food safety and quality 503.4.4 Food trends 503.4.5 Economic factors 513.5 PESTEL 51Chapter 4: Operation 544.1 Platform tools “Square” 544.1.1 Square Point of Sale (POS) System 554.1.2 Square Customer Relationship Management 564.1.3 Square Inventory management 574.1.4 Square Employee’s platforms 584.1.5 Delivery fleet 594.1.6 Website Platform integrating with artificial intelligent 604.2 Company Structure 614.2.1 Organizational structure 624.2.2 Roles and responsibilities 624.3 Key Partner 644.3.1 Delivery Partner 644.3.2 Gym (business to business and business to customer) 644.3.3 Corporate (business to business) 644.3.4 E-payment gateway service 654.4 Data collection 66Chapter 5: Marketing and Promotion 685.1 Marketing Strategy 685.2 Content marketing 685.3 Promotion approach 69Chapter 6: Financial Analysis 706.1 Capital investment plan 706.2 Cost overview 716.2.1 Cost of goods sold 716.3 Projected Profit and Loss 756.3.1 Best scenario analysis 766.3.2 Worst scenario analysis 776.4 Break-Even Analysis 786.4.1 Unit contribution margin (CM) 796.4.2 Break-even in sales and units 79Chapter 7: Reference 807.1 Recipe reference 82 zh_TW dc.format.extent 4601848 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0110933042 en_US dc.subject (關鍵詞) 保健品 zh_TW dc.subject (關鍵詞) 健康食品 zh_TW dc.subject (關鍵詞) Health ware en_US dc.subject (關鍵詞) Healthy Food en_US dc.title (題名) 智能型健康餐食服務的商業計劃 zh_TW dc.title (題名) Business plan for a Smart Healthy Food Service en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) (Malaysia 2019). NHMS2019. Non-Communicable diseases, healthcare demand and health literacy. Retrieve from https://iptk.moh.gov.my/images/technical_report/2020/FactSheet_BI_AUG2020.pdfObesity and Overweight. (2021, June 9). Retrieved from World Health Organization: https://www.who.int/news-room/fact-sheets/detail/obesity-and-overweightMarket Research, D. B. (2022, July 12). Health and Wellness Food Market Size, Share, Growth & Trends Analysis Report, Competitive Landscape and market is growing at a CAGR of 9.3% by 2029. GlobeNewswire News Room. https://www.globenewswire.com/en/news-release/2022/07/12/2478255/0/en/Health-and-Wellness-Food-Market-Size-Share-Growth-Trends-Analysis-Report-Competitive-Landscape-and-market-is-growing-at-a-CAGR-of-9-3-by-2029.html(Khaw et al., 2022) Khaw, W. F., Nasaruddin, N. H., Alias, N., Chan, Y. M., Tan, L., Cheong, S. M., Ganapathy, S. S., Mohd Yusoff, M. F., & Yong, H. Y. (2022, October 4). Socio-demographic factors and healthy lifestyle behaviours among Malaysian adults: National Health and Morbidity Survey 2019 - Scientific Reports. Nature. https://doi.org/10.1038/s41598-022-20511-1(Majority of Malaysian Consumers Want Healthy Foods but Cost Is a Deterrent, 2019)Majority of Malaysian consumers want healthy foods but cost is a deterrent. (2019, May 16). https://www.igd.com/articles/article-viewer/t/majority-of-malaysian-consumers-want-healthy-foods-but-cost-is-a-deterrent/i/21620(Gazi, 2020). Gazi, F. (2020, July 21). Malaysians May Be Health Conscious, But There’s Still A Lot Of Work To Be Done. iMoney Malaysia. https://www.imoney.my/articles/malaysians-may-be-health-conscious-but-theres-still-a-lot-of-work-to-be-done(Taking Health Matters to Heart, 2022). Taking health matters to heart. (2022, January 28). The Star. https://www.thestar.com.my/news/nation/2022/01/28/taking-health-matters-to-heart(Health Risks, 2012). Health Risks. (2012, October 21). Obesity Prevention Source. https://www.hsph.harvard.edu/obesity-prevention-source/obesity-consequences/health-effects/(Weaning People off Tasty Junk Food Onto Bland Healthy Diets Is No Piece of Cake | MalaysiaNow, 2021). Weaning people off tasty junk food onto bland healthy diets is no piece of cake MalaysiaNow. (2021, March 7). MalaysiaNow. https://www.malaysianow.com/news/2021/03/07/weaning-people-off-tasty-junk-food-onto-bland-healthy-diets-is-no-easy-task(Thavabalan, 2016). Thavabalan, D. (2016, June 26). Why is it so difficult to eat healthy in Malaysia?! CILISOS - Current Issues Tambah Pedas! https://cilisos.my/why-is-it-so-difficult-to-eat-healthy-in-malaysia/(Malaysians Are the 8th Largest Sugar Consumers in the World – Consumers Association Penang, 2011). Malaysians are the 8th largest sugar consumers in the world – Consumers Association Penang. (2011, March 26). Malaysians Are the 8th Largest Sugar Consumers in the World – Consumers Association Penang. https://consumer.org.my/malaysians-are-the-8th-largest-sugar-consumers-in-the-world/(Healthier Foods Three Times More Expensive Than Unhealthy Options, 2021). Healthier foods three times more expensive than unhealthy options. (2021, July 7). New Food Magazine. https://www.newfoodmagazine.com/news/152402/broken-plate-report-2021/(Non Communicable Diseases, 2022). Non communicable diseases. (2022, September 16). Noncommunicable Diseases. https://www.who.int/news-room/fact-sheets/detail/noncommunicable-diseases#:~:text=Noncommunicable%20diseases%20(NCDs)%20kill%2041,%2D%20and%20middle%2Dincome%20countries.Benedict, B. (n.d.). Where is Malaysia’s national dish? Where Is Malaysia’s National Dish? - BBC Travel. https://www.bbc.com/travel/article/20191111-where-is-malaysias-national-dish7.1 Recipe referenceLeong, S. (n.d.). Nasi lemak recipe | BBC Good Food. Nasi Lemak Recipe | BBC Good Food. https://www.bbcgoodfood.com/recipes/nasi-lemakTalks, H. F. (2023, May 5). Healthy Nasi Kerabu Recipe | Honest Food Talks. Honest Food Talks. https://www.honestfoodtalks.com/nasi-kerabu-recipe/Collins, C. (n.d.). Prawn laksa curry bowl recipe | BBC Good Food. Prawn Laksa Curry Bowl Recipe | BBC Good Food. https://www.bbcgoodfood.com/recipes/prawn-laksa-curry-bowlteam, G. F. (n.d.). Chinese poached chicken & rice recipe | BBC Good Food. Chinese Poached Chicken & Rice Recipe | BBC Good Food. https://www.bbcgoodfood.com/recipes/chinese-poached-chicken-riceCalories in 100 g of Beef Rendang and Nutrition Facts. (n.d.). Calories in 100 G of Beef Rendang and Nutrition Facts. https://www.fatsecret.com.au/calories-nutrition/generic/beef-rendang?portionid=5737373&portionamount=100.000Nasi Briyani Calories, Carbs & Nutrition Facts | MyFitnessPal. (n.d.). Nasi Briyani Calories, Carbs & Nutrition Facts | MyFitnessPal. https://www.myfitnesspal.com/food/calories/nasi-briyani-2290887288Satay Calories, Carbs & Nutrition Facts | MyFitnessPal. (n.d.). Satay Calories, Carbs & Nutrition Facts | MyFitnessPal. https://www.myfitnesspal.com/food/calories/satay-223717241Hornby, J. (n.d.). Easy paella recipe | BBC Good Food. Easy Paella Recipe | BBC Good Food. https://www.bbcgoodfood.com/recipes/easy-paellaBuenfeld, S. (n.d.). Chicken satay salad recipe | BBC Good Food. Chicken Satay Salad Recipe | BBC Good Food. https://www.bbcgoodfood.com/recipes/chicken-satay-saladWicks, J. (n.d.). High protein breakfast recipe | BBC Good Food. High Protein Breakfast Recipe | BBC Good Food. https://www.bbcgoodfood.com/recipes/high-protein-breakfast– Performance nutritionist, J. C. (n.d.). Chicken meatballs with quinoa & curried cauliflower recipe | BBC Good Food. Chicken Meatballs With Quinoa & Curried Cauliflower Recipe | BBC Good Food. https://www.bbcgoodfood.com/recipes/chicken-meatballs-quinoa-curried-cauliflowerHealthy Thai green chicken curry recipe. (n.d.). BBC Food. https://www.bbc.co.uk/food/recipes/healthy_thai_green_76716team, G. F. (n.d.). Healthy pasta primavera recipe | BBC Good Food. Healthy Pasta Primavera Recipe | BBC Good Food. https://www.bbcgoodfood.com/recipes/healthy-pasta-primaverateam, G. F. (n.d.). Thai salmon kebabs with sweet chilli & lime dip recipe | BBC Good Food. Thai Salmon Kebabs With Sweet Chilli & Lime Dip Recipe | BBC Good Food. https://www.bbcgoodfood.com/recipes/thai-salmon-kebabs-sweet-chilli-lime-dip zh_TW
