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研究生： 曾秋金
Chantares, Chantima
論文名稱： 有機食物 : “Tasty Organics”餐廳,曼谷
Organic food : “Tasty Organics” restaurant in bangkok
指導教授： 郭維裕
Kuo, George
學位類別： 碩士
Master
系所名稱： 商學院 - 國際經營管理英語碩士學位學程(IMBA)
International MBA Program College of Commerce(IMBA)
論文出版年： 2017
畢業學年度： 105
語文別： 英文
論文頁數： 78
中文關鍵詞： 有機食物 、Tasty Organics 、餐廳 、曼谷
外文關鍵詞： Organic food, Tasty Organics, Restaurant, Bangkok
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    • The trend of organic food in Thailand keep growing and more popular during the last few years because people has more concern on their health and green environment. Not only ingredient or raw material quality, they also care about the taste of food, most of Thai people like eating nippy taste. Nowadays, there is a few organic food restaurant in Bangkok which is a good opportunity for “Tasty Organics” providing an alternative of healthy food.
    The “Tasty Organics” emphasizes on all processes from selection of raw material and ingredients till cooking for serving dishes to the customers to satisfy their needs. Our main raw material is organic vegetable and meat which we screen for ensuring that all of them are genuinely planted by organic procedure and no any chemical uses.
    With the initial investment of 4,000,000 THB with 3,000,000 THB of owner’s money and 1,000,000 THB of borrowing from bank, we expected the payback period of 2 years and internal rate of return of 58%.

    1. Executive summary 1
    2. Introduction 2
    3. Organic food industry overview 3
    3.1. Organic agriculture in the world 3
    3.2. Organic agriculture in Thailand 5
    4. Market feasibility 7
    4.1. Porter’s Five Force Analysis 7
    4.1.1. Rivalry among existing firm 7
    4.1.2. Potential of new entrants 7
    4.1.3. Substitute Product 8
    4.1.4. Bargaining Power of Buyers 8
    4.1.5. Bargaining Power of Suppliers 8
    4.2. Competitor analysis 9
    4.2.1. Direct competitors 9
    4.2.2. Indirect competitors 19
    4.3. SWOT Analysis 20
    4.3.1. Strength 20
    4.3.2. Opportunities 21
    5. Market research 23
    5.1. Consumer income, behavior and attitudes 23
    5.2. Consumer view for 4P’s of organic food restaurant 24
    6. Restaurant’s market strategy 28
    6.1. Segmentation 28
    6.2. Target group 29
    6.3. Positioning 29
    6.4. Branding 30
    6.5. Marketing Mix Strategy (4P’s) 31
    6.5.1. Product and Service 31
    6.5.2. Price 34
    6.5.3. Place 34
    6.5.4. Promotion 36
    7. Business operation 38
    7.1. Inventory management 38
    8. Restaurant layout and decorating concept 44
    9. Human resource planning 45
    9.1. Working schedule 45
    9.2. Service equipment 45
    9.3. Recruiting requirements 46
    9.4. Employees’ remuneration 49
    9.5. Employees’ training 49
    9.6. Employees’ uniform 50
    10. Financial analysis 51
    10.1. Initial Investment 51
    10.2. Source of fund 54
    10.3. Key financial assumption 55
    10.4. A three-year projected financial statement 67
    10.5. Internal return rate and Payback period 70
    10.6. Break event point analysis 71
    10.7. Sensitivity analysis 72
    10.8. Scenario Analysis 74
    11. Reference 76
    12. Appendix A 77

    1. Bank of Thailand. “Government Bond yield 5 years”. Retrieved on May 3, 2017, from the
    World Wide Web: http://www2.bot.or.th/statistics/BOTWEBSTAT.aspx?reportID=223&language=ENG
    2. Green Net cooperative and Earth Net foundation. “Overview of organic agriculture in Thailand 2016”, and “Analysis of organic consumers in Thailand”. Retrieved on March 17, 2017, from the World Wide Web: http://www.greennet.or.th/article/411, and http://www.greennet.or.th/article/1781
    3. Helga, W. and J. Lernoud. 2016. “The world of organic agriculture: Statistics and Emerging trends 2016,” Research Institute of Organic Agriculture (FiBL), the International Federation of Organic Agriculture Movements (IFOAM). Retrieved on May. 15, 2017, from the World Wide Web: http://www.fibl.org/en/themes/organic-farming-statistics.html
    4. Nutrition Association of Thailand. “Sugar and diabetes”, Retrieved on March 8, 2017, from the World Wide Web: http://www.nutritionthailand.org/th/วารสารสมาคมโภชนาการ/เล่มวารสาร/category/6-วารสารปี-2558.html
    5. Organic Agriculture Certification Thailand (ACT.). “Procedure of asking for a certification of organic farming”. Retrieved on May. 9, 2017, from the World Wide Web: http://www.actorganic-cert.or.th
    6. Ringquist, J., T. Phillips, B. Renner, R. Sides, K. Stuart, M. Baum, and J. Flannery. 2016. “Capitalizing on the shifting consumer food value equation,” US Deloitte-FMI-GMA-report, pp. 8-16. Retrieved on March. 15, 2017, from the World Wide Web: https://www2.deloitte.com/content/dam/Deloitte/us/Documents/consumer-business/us-fmi-gma-report.pdf
    7. Siam Future Development Public Company Limited. “Siam Future project: La Villa
    (Phahonyothin)”. Retrieved on May 15, 2017, from the World Wide Web:
    http://www.siamfuture.com/en/projects?pro_id=la_villa
    8. SME development bank. “Minimum Loan Rate” Retrieved on May 3, 2017, from the World Wide Web: http://www.smebank.co.th/th/interest-rate-detail.php?cid=1
    9. Thai Organic Trade Association. “Overview of organic agriculture in Thailand”. Retrieved on March 17, 2017, from the World Wide Web: http://www.thaiorganictrade.com/en/article/442

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