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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 1-三月-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, Jack en_US dc.contributor.author (作者) 盧春麗 zh_TW dc.contributor.author (作者) Siriyontakan, Thidarat en_US dc.creator (作者) 盧春麗 zh_TW dc.creator (作者) Siriyontakan, Thidarat en_US dc.date (日期) 2016 en_US dc.date.accessioned 1-三月-2016 10:36:23 (UTC+8) - dc.date.available 1-三月-2016 10:36:23 (UTC+8) - dc.date.issued (上傳時間) 1-三月-2016 10:36:23 (UTC+8) - dc.identifier (其他 識別碼) G0999330451 en_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) 99933045 zh_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 11.1 Executive Summary 11.2 Company Description 1• Company Overview 2• Vision Statement 2• Mission Statement 31.3 Product and Service Description 31.4 Company Ownership and Management Team 51.5 Location 6Chapter 2: Market Industry Background 72.1 Thailand Demographics and Economy 72.2 Mobile Market Information 92.3 Coffee Market Information 11Chapter 3: Opportunity Analysis 153.1 SWOT Analysis 153.2 Customer Segment 16Chapter 4: Business Strategy 174.1 Marketing Plan 17• Product Strategy 17• Place/ Distribution Strategy 17• Price Strategy 25• Promotion Strategy 284.2 Operation Plan 324.3 Growth Plan 34Chapter 5: Financial Plan 365.1 Cost of Production 365.2 Income Projection 375.3 Cash Flow and Break Even Analysis 38References 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/#G0999330451 en_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 Application en_US dc.subject (關鍵詞) Business Plan en_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 Plan zh_TW dc.type (資料類型) thesis en_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
