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題名 將行動裝置運用在咖啡廳營運之商業計畫
“Mobile Application: Caffeinated” Business Plan
作者 盧春麗
Siriyontakan, Thidarat
貢獻者 吳文傑
Wu, Jack
盧春麗
Siriyontakan, Thidarat
關鍵詞 行動裝置
商業計畫
Mobile Application
Business Plan
日期 2016
上傳時間 1-Mar-2016 10:36:23 (UTC+8)
摘要 This is the business plan proposed by Caffeinated Co., Ltd., founded in Thailand by family Siriyontakan. The aim of this business plan is to elaborate on the idea of how to build up a business model around the passion of the co-founder, Miss Thidarat Siriyontakan, which are mobile application and coffee drinking.
Although the coffee industry in Thailand is not as big as in the United States or Japan, but the trend is going stronger each day. Consumers do not only consider coffee as energy sources to keep them awake, but they start to enjoy more of its rich flavor and the experience that comes with coffee drinking. This group of people is willing to pay higher to have better or unique experience. Hence, we can see more and more coffee houses starting up around the city competing against each other or trying to survive against big chains like Starbuck’s coffee shop.
The revenue margin of running a coffee shop is not as high as before as the competition is the market is getting higher, so our company is looking for an alternative business model to make profitable income in this industry.
As more and more consumers are moving towards the online platform to receive services or purchase products, there are many opportunities still available to tap on. That is the reason why our company is looking forward to create a service platform that brings convenience to consumers through their mobile phones and connect the local businesses with those consumers. We will develop a mobile application to help promoting local coffee houses to those coffee drinkers all around Bangkok and eventually around the country.
參考文獻 • Mobile Market Report, Office of the National Broadcasting and Telecommunications Commission, http://nbtc.go.th/wps/portal/NTC/Home
• United Nations, World Population Prospects: The 2012 revision, http://esa.un.org/wpp/
• The World Bank, http://www.worldbank.org/
• Worldometers, World Population, http://www.worldometers.info/
• Millward Brown, Brand Strategy, www.millwardbrown.com
• Nielsen, http://www.nielsen.com/
• eMarketer, Market Research, http://www.emarketer.com/
• Internet Live Stats, http://www.internetlivestats.com/
• Kasikorn Research Center, K-Business Analysis, www.kasikornresearch.com
• Brand Buffet, Coffee Premium Thailand, as posted on December 12, 2013, http://www.brandbuffet.in.th/2013/12/coffee-premium-thailand/
• Fair Trade International, New Premium, Minimum Price and Trade Standards in Coffee, http://www.fairtrade.net/
• Zephoria, The Top 20 Valuable Facebook Statistics – Updated October 2014, https://zephoria.com/social-media/top-15-valuable-facebook-statistics/
• Tech in Asia, Thailand social media stats: 28 million on Facebook, 4.5 million on Twitter, 1.7 million on Instagram, https://www.techinasia.com/thailand-social-media-stats-28-million-facebook-45-million-twitter-17-million-instagram/
• Facebook, Ads for Apps, https://developers.facebook.com/docs/ads-for-apps
• EIC| Economic Intelligence Center, Café culture in Asian countries, Published in Bangkok Post/Asia Focus, 6 January 2014, http://www.bangkokpost.com/print/388172/
• Marketing Unwired, THAI COFFEE CHAIN WAKES SLEEPY DRIVERS WITH AN APP, http://marketingunwired.com/1910/thai-coffee-chain-wakes-sleepy-drivers-with-an-app/
• Statista, The Statistic Portal, http://www.statista.com/statistics/314998/thailand-total-coffee-consumption/
• The Revenue Department, Corporate Income Tax, http://www.rd.go.th/publish/6044.0.html
• Adecco, Adecco Thailand Salary Guide (2015), http://www.adecco.co.th/
• Android Developers, App licensing, http://developer.android.com/google/play/licensing/index.html
• Apple Inc., iOS Developer Program, https://developer.apple.com/programs/ios/
• Amazon, Amazon Web Services, http://aws.amazon.com/appstream/pricing/
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)
99933045
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0999330451
資料類型 thesis
dc.contributor.advisor 吳文傑zh_TW
dc.contributor.advisor Wu, Jacken_US
dc.contributor.author (Authors) 盧春麗zh_TW
dc.contributor.author (Authors) Siriyontakan, Thidaraten_US
dc.creator (作者) 盧春麗zh_TW
dc.creator (作者) Siriyontakan, Thidaraten_US
dc.date (日期) 2016en_US
dc.date.accessioned 1-Mar-2016 10:36:23 (UTC+8)-
dc.date.available 1-Mar-2016 10:36:23 (UTC+8)-
dc.date.issued (上傳時間) 1-Mar-2016 10:36:23 (UTC+8)-
dc.identifier (Other Identifiers) G0999330451en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/81509-
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) 99933045zh_TW
dc.description.abstract (摘要) This is the business plan proposed by Caffeinated Co., Ltd., founded in Thailand by family Siriyontakan. The aim of this business plan is to elaborate on the idea of how to build up a business model around the passion of the co-founder, Miss Thidarat Siriyontakan, which are mobile application and coffee drinking.
Although the coffee industry in Thailand is not as big as in the United States or Japan, but the trend is going stronger each day. Consumers do not only consider coffee as energy sources to keep them awake, but they start to enjoy more of its rich flavor and the experience that comes with coffee drinking. This group of people is willing to pay higher to have better or unique experience. Hence, we can see more and more coffee houses starting up around the city competing against each other or trying to survive against big chains like Starbuck’s coffee shop.
The revenue margin of running a coffee shop is not as high as before as the competition is the market is getting higher, so our company is looking for an alternative business model to make profitable income in this industry.
As more and more consumers are moving towards the online platform to receive services or purchase products, there are many opportunities still available to tap on. That is the reason why our company is looking forward to create a service platform that brings convenience to consumers through their mobile phones and connect the local businesses with those consumers. We will develop a mobile application to help promoting local coffee houses to those coffee drinkers all around Bangkok and eventually around the country.
en_US
dc.description.tableofcontents Chapter 1: The Company 1
1.1 Executive Summary 1
1.2 Company Description 1
• Company Overview 2
• Vision Statement 2
• Mission Statement 3
1.3 Product and Service Description 3
1.4 Company Ownership and Management Team 5
1.5 Location 6
Chapter 2: Market Industry Background 7
2.1 Thailand Demographics and Economy 7
2.2 Mobile Market Information 9
2.3 Coffee Market Information 11
Chapter 3: Opportunity Analysis 15
3.1 SWOT Analysis 15
3.2 Customer Segment 16
Chapter 4: Business Strategy 17
4.1 Marketing Plan 17
• Product Strategy 17
• Place/ Distribution Strategy 17
• Price Strategy 25
• Promotion Strategy 28
4.2 Operation Plan 32
4.3 Growth Plan 34
Chapter 5: Financial Plan 36
5.1 Cost of Production 36
5.2 Income Projection 37
5.3 Cash Flow and Break Even Analysis 38
References 45
zh_TW
dc.format.extent 1641531 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0999330451en_US
dc.subject (關鍵詞) 行動裝置zh_TW
dc.subject (關鍵詞) 商業計畫zh_TW
dc.subject (關鍵詞) Mobile Applicationen_US
dc.subject (關鍵詞) Business Planen_US
dc.title (題名) 將行動裝置運用在咖啡廳營運之商業計畫zh_TW
dc.title (題名) “Mobile Application: Caffeinated” Business Planzh_TW
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) • Mobile Market Report, Office of the National Broadcasting and Telecommunications Commission, http://nbtc.go.th/wps/portal/NTC/Home
• United Nations, World Population Prospects: The 2012 revision, http://esa.un.org/wpp/
• The World Bank, http://www.worldbank.org/
• Worldometers, World Population, http://www.worldometers.info/
• Millward Brown, Brand Strategy, www.millwardbrown.com
• Nielsen, http://www.nielsen.com/
• eMarketer, Market Research, http://www.emarketer.com/
• Internet Live Stats, http://www.internetlivestats.com/
• Kasikorn Research Center, K-Business Analysis, www.kasikornresearch.com
• Brand Buffet, Coffee Premium Thailand, as posted on December 12, 2013, http://www.brandbuffet.in.th/2013/12/coffee-premium-thailand/
• Fair Trade International, New Premium, Minimum Price and Trade Standards in Coffee, http://www.fairtrade.net/
• Zephoria, The Top 20 Valuable Facebook Statistics – Updated October 2014, https://zephoria.com/social-media/top-15-valuable-facebook-statistics/
• Tech in Asia, Thailand social media stats: 28 million on Facebook, 4.5 million on Twitter, 1.7 million on Instagram, https://www.techinasia.com/thailand-social-media-stats-28-million-facebook-45-million-twitter-17-million-instagram/
• Facebook, Ads for Apps, https://developers.facebook.com/docs/ads-for-apps
• EIC| Economic Intelligence Center, Café culture in Asian countries, Published in Bangkok Post/Asia Focus, 6 January 2014, http://www.bangkokpost.com/print/388172/
• Marketing Unwired, THAI COFFEE CHAIN WAKES SLEEPY DRIVERS WITH AN APP, http://marketingunwired.com/1910/thai-coffee-chain-wakes-sleepy-drivers-with-an-app/
• Statista, The Statistic Portal, http://www.statista.com/statistics/314998/thailand-total-coffee-consumption/
• The Revenue Department, Corporate Income Tax, http://www.rd.go.th/publish/6044.0.html
• Adecco, Adecco Thailand Salary Guide (2015), http://www.adecco.co.th/
• Android Developers, App licensing, http://developer.android.com/google/play/licensing/index.html
• Apple Inc., iOS Developer Program, https://developer.apple.com/programs/ios/
• Amazon, Amazon Web Services, http://aws.amazon.com/appstream/pricing/
zh_TW