簡易檢索 / 詳目顯示
| 研究生： |
劉英杰 Saran Oonuareekhun |
|---|---|
| 論文名稱： |
生活：有機零售商店 Green Life: The Natural Retail Shop |
| 指導教授： |
吳文傑
Wu, Jack |
| 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： | 2016 |
| 畢業學年度： | 104 |
| 語文別： | 英文 |
| 論文頁數： | 80 |
| 中文關鍵詞： | 零售 、有機 、天然 、進口 、泰國 |
| 外文關鍵詞： | Retail shop, Organic, Natural, Import, Thailand |
| 相關次數： | 點閱：26 下載：0 |
| 分享至: |
| 查詢本校圖書館目錄 查詢臺灣博碩士論文知識加值系統 勘誤回報 |
With the economic growth in Thailand in the recent year, Thai people have enough money to concern about the healthy product. Now a day, in Bangkok, Thai people are now aware more on organic food, as consequence, there are a lot of organic food shop opening. Therefore, this is a good time to extend the organic line of product to some products that will give them a better health like natural detergent, soap, shampoo, etc.
Green Life will be the retail shop, located in Sukumvit in Bangkok, that sell the natural product or organic products such as shampoo, soap, detergent, etc. We will focus more on the daily use products, instead of focus on selling food or raw foods ingredient. We will bring the international brands from all around the world to sell in Bangkok helping the customers in Thailand be easier to access these healthy products. We plan to bring 9 brands including Dr.oraganic, odylique, O'right, Natu, John master, LUSH, Palmer's, ECOS, and Greenshield, in total of 82 products. Our target is the middle income people in Thailand.
With the initial investment of 5,808,550 THB without any debt, we expected the payback period of 1.5 years. Our gross margin would be approximately 15% in the third year. If the first shop works well, we would consider opening new shop, bringing more brand or products to our shop, and buying license from the brand and manufacturing in Thailand.
1. Executive summary 1
2. Introduction 2
3. Product Overview 3
3.1 Our products 3
3.1.2 Organic Shampoo 3
3.1.2 Organic Soap 7
3.1.2 Organic Detergent 9
3.2 Store Location 10
3.2.1 Location selection criteria 10
3.2.2 Beginning of Sukhumvit Road area 11
3.2.3 Siam Square area 12
3.2.4 Silom area 13
3.2.5 Finalize of the first location 14
3.4 Online Store 14
4 Competitive Analysis and Strategy 15
4.1 Compete with traditional products shop 15
4.2 Compete with low-end organic or natural shop 15
4.3 Compete with high-end organic or natural shop 16
5. The Benefits of Organic products 18
5.1 The Benefits of Organic or Natural Laundry Detergent 18
5.2 The Benefits of Organic or Natural Shampoo 19
5.3 The Benefits of Organic or Natural Soap 20
6. Organic food shop in Bangkok 22
6.1 Lemon Farm 22
6.2 Tops Supermarket at Central Chidlom department store 24
6.3 Food Hall Siam Paragon 25
7. Market Analysis and Customer Needs 26
7.1 Market Overview 26
7.2 Market Needs 26
7.3 Key Customers 27
7.4 PESTEL Analysis 27
7.4.1 Political Analysis 28
7.4.2 Economic Analysis 29
7.4.3 Social Analysis 29
7.4.4 Technology Analysis 29
7.4.5 Environment Analysis 30
7.4.6 Legal Analysis 30
7.5 Five Force Analysis 31
8. Business model 34
8.1 Value Proposition 34
8.2 Customers Segments 35
8.3 Channels 35
8.4 Customer Relationships 36
8.5 Revenue Stream 36
8.6 Key Resources 36
8.7 Key Activity 37
8.8 Key Partner 38
8.9 Cost Structure 38
9. Marketing Strategy 40
9.1 SWOT Analysis 40
9.1.1 Strengths 40
9.1.2 Weaknesses 41
9.1.3 Opportunities 41
9.1.4 Threats 42
9.2 Marketing Mix Strategy (4P’s vs. 4C’s) 42
10. Business Operation 49
10.1 Human Resource Planning 49
10.2 Business Growth strategy 50
11. Financial Analysis 52
11.1 Key Financial Assumption 52
11.2 Initial investment projection 54
11.3 Short Term break event 55
11.4 Payback Period 55
11.5 Five year Projection 55
12. Reference 57
14. Appendix A: Survey and survey result 59
14. Appendix B: Total of shop products, target negotiation cost, our retail price, and contribution margin. 74
此全文未授權公開