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研究生： 陳達宏
Thacha, Tapaneeyakorn
論文名稱： Love Back: 醜醜有機蔬菜再利用的網路市場
Love Back: Organic Market for Everyone
指導教授： 張大為
Chang, Ta-Wei
口試委員: 陳春龍
Chen, Samuel
林月雲
Lin, Carol
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： 2020
畢業學年度： 108
語文別： 英文
論文頁數： 99
中文關鍵詞： 有機 、線上 、食物浪費 、影響 、平台
外文關鍵詞： Organic, Online, Food Waste, Impact, Platform
DOI URL： http://doi.org/10.6814/NCCU202000439
相關次數： 點閱：250  下載：13 
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    • The growth of organic trend is obvious and significant all around the world as well as in Thailand. There are offers of organic products in Thailand; however, the options are still limited especially when it comes to online platform. Moreover, a lot of produced food has been wasted and damaged our environment. Love Back, like its name, is the solution for both dilemmas; we will gather those organic products that do not meet retailer’s quality requirement to end-customers through our online platform. These products are completely fine to consume with our trusted sourcing and operating system.
    In this thesis, all essential business matrixes have been used to tackle every angle of the business: SWOT, TOWS, Business Model Canvas etc. Detailed information of all aspects: marketing research, marketing plan, operational plan, organizational plan, financial plan, future plan and conclusion have been provided to the creation of Love Back.

    1. Executive Summary 1
    2. Introduction and Company Background 2
    2.1. Company Overview 2
    2.1.1. Name and Logo of the Business 4
    2.1.2. Mission 5
    2.1.3. Vision 5
    2.1.4. Goal of Business 5
    2.2. Business Model Canvas 6
    2.2.1. Value Proposition 6
    2.2.2. Customer Segments 7
    2.2.3. Customer Relationships 7
    2.2.4. Channels 7
    2.2.5. Revenue Streams 8
    2.2.6. Social and Environmental Benefit 8
    2.2.7. Key Activities 8
    2.2.8. Key Resources 8
    2.2.9. Key Partners 9
    2.2.10. Cost Structure 9
    2.2.11. Social and Environmental Cost 9
    3. Situation Analysis 10
    3.1. Industry Structure 10
    3.1.1. The offline platform 10
    3.1.2. The online platform 10
    3.2. External Analysis (Porter’s Five Forces) 11
    3.2.1. Bargaining Power of Suppliers: Medium 11
    3.2.2. Bargaining Power of Customers: Low 12
    3.2.3. Threat of New Entrants: High 12
    3.2.4. Threat of Substitutes: High 12
    3.2.5. Rivalry Among Current Competitors: High 13
    3.3. Competitor Analysis 14
    3.4. Internal Analysis (SWOT Analysis) 19
    3.4.1. Strength of the Business 19
    3.4.2. Weakness of the Business 20
    3.4.3. Opportunity of the Business 20
    3.4.4. Threat of the Business 21
    3.5. Business Strategy 22
    3.6. Business Key Success Factors 25
    4. Marketing Research 26
    4.1. The Objective of Marketing Research 26
    4.2. The Scope of Marketing Research 26
    4.2.1. Organic Businesses: Our Supply Side 26
    4.2.2. End Customer: Our Demand Side 27
    4.3. The Result of Marketing Research 28
    4.3.1. Organic Businesses: Our Supply Side 28
    4.3.2. End Customer: Our Demand Side 38
    5. Marketing Plan 52
    5.1. Segmentation 52
    5.2. Targeting 53
    5.3. Positioning 54
    5.4. Marketing Mix Strategies (4Ps) 54
    5.4.1. Product 54
    5.4.2. Price 55
    5.4.3. Place 56
    5.4.4. Promotion 56
    6. Operational Plan 60
    6.1. Layout of Website 60
    6.2. Supplier Selection 61
    6.3. Raw Materials 61
    6.4. Production Process 62
    6.5. Operations 62
    6.6. Production Plan 64
    6.7. Inventory Management 64
    6.8. Hygiene Control 65
    6.9. Customer Relationship 65
    7. Organizational Management 66
    7.1. Organization Structure 66
    7.2. Roles and Responsibilities 67
    7.3. Compensation and Benefit 69
    7.4. Training 69
    8. Financial Plan 70
    8.1. Assumptions 70
    8.1.1. Capital Investment 70
    Revenue 71
    8.1.2. Cost of Goods Sold 73
    8.1.3. Operating Expenses 75
    8.2. Forecasted Income Statement (Base Case) 77
    8.3. Financial Decision 77
    8.3.1. Income Statement 77
    8.3.2. Project Valuation 78
    8.4. Scenario Analysis 78
    8.4.1. Best Case 79
    8.4.2. Worst Case 79
    9. Future Expansion Plan 80
    9.1. Wider Delivery Areas 80
    9.2. Product Expansion: Vegan Meat 80
    9.3. Product Expansion: Vitamin and Cosmetics 81
    10. Conclusion 82
    10.1. B-Corp 82
    10.2. Impact Investing 83
    Reference 84
    Appendix 1: Questions for Quantitative Analysis 87
    Appendix 2: Market Research Questionnaire 88
    Appendix 3: Survey Results 93

    English
    https://www.entrepreneur.com/article/227099
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    https://thegiin.org/
    https://luckyironfish.com/
    http://www.fao.org/food-loss-and-food-waste/en/
    https://illuminumgreenhouses.com/
    https://www.imperfectfoods.com/
    https://www.misfitsmarket.com/

    Thai
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    https://www.greennet.or.th/%E0%B8%95%E0%B8%A5%E0%B8%B2%E0%B8%94%E0%B8%AD%E0%B8%AD%E0%B8%A3%E0%B9%8C%E0%B9%81%E0%B8%81%E0%B8%99%E0%B8%B4%E0%B8%84%E0%B9%84%E0%B8%97%E0%B8%A2-2-%E0%B8%9E%E0%B8%B1%E0%B8%99%E0%B8%81%E0%B8%A7/
    https://www.greennet.or.th/%E0%B8%95%E0%B8%A5%E0%B8%B2%E0%B8%94%E0%B9%80%E0%B8%81%E0%B8%A9%E0%B8%95%E0%B8%A3%E0%B8%AD%E0%B8%B4%E0%B8%99%E0%B8%97%E0%B8%A3%E0%B8%B5%E0%B8%A2%E0%B9%8C%E0%B9%84%E0%B8%97%E0%B8%A2/
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