簡易檢索 / 詳目顯示
| 研究生： |
李良傑 Nicholas Sylvester Lee Liang Jit |
|---|---|
| 論文名稱： |
智能型健康餐食服務的商業計劃 Business plan for a Smart Healthy Food Service |
| 指導教授： |
尚孝純
Shang, Shari |
| 口試委員: |
李怡慧
Li, Yi-Hui 尚孝純 Shang, Shari 彭志宏 Peng, Chih-Hung |
| 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： | 2023 |
| 畢業學年度： | 111 |
| 語文別： | 英文 |
| 論文頁數： | 83 |
| 中文關鍵詞： | 保健品 、健康食品 |
| 外文關鍵詞： | Health ware, Healthy Food |
| 相關次數： | 點閱：137 下載：16 |
| 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 |
Health.ware. a health focused food company based in Kuala Lumpur, Malaysia. The purpose of this business is to address the rising issues of obesity and non-communicable diseases by providing personalized and nutritious food solutions inspired by Malaysian cuisine. Thus, our products include different range of foods from inspired Malaysia cuisine, healthy bar, guilt-free snacks and personalised meal.
Health.ware vision is to promote healthy lifestyle and empower Malaysians to make informed dietary choices and align with the government agenda on committing to a Healthy lifestyle. Through a range of flavour-packed meals that are nutritionally balanced, convenient and affordable to catered for young adults that are seeking to maintain a healthy lifestyle to their personal goals and needs such as bulking, diet and healthcare.
Health.ware will be leveraging technology and artificial intelligence; we ensure efficient operations and high-quality service to provide values to our customer not just in the food but also a unique experience. Hence, we would also be focusing on our product quality by a strict operational process and quality control to ensure our customer are able to enjoy a safe and quality meal. Additionally, we offer both dine-in, take-away and subscription plans allowing customers to customize their orders based on their preferences and dietary goal. With a strong market opportunity and a well-planned strategy, Health.ware gain several first-mover advantages to revolutionize the healthy food sector.
Executive Summary 1
Chapter 1: Introduction 2
1.1 Motivation 2
1.1.1 Diets 4
1.1.2 Threat of urban environment 4
1.1.3 Pricing 5
1.1.4 The taste of food 5
1.1.5 Survey appendix 5
1.2 Target Segmentation 8
1.2.1 Demographics 8
1.2.2 Psychographics 8
1.2.3 Behavioral Factors 9
1.3 Market needs and demands 9
1.3.1 Young adults that are health conscious (20-35) (Wan-Fei Khaw, 2022) 10
1.3.2 Fitness enthusiast 10
1.3.3 Medical concern 11
1.4 Company background 11
1.4.1 Company overview 11
1.4.2 Mission 12
1.4.3 Vision 12
1.4.4 Business Objective 13
1.5 Business Model Canvas 13
Chapter 2: Product Overview 16
2.1 Product Features 16
2.1.1 National pride 16
2.2.2 Exotic cuisines 24
2.1.3 Healthy bar 31
2.3.4 Guilt-free snacks 32
2.2 Personalise Menu 37
2.2.1 Personalise menu user journey 37
2.3 Supply Chain 40
2.3.1 Local suppliers 40
2.3.2 Kitchen facilities and quality control 41
2.3.3 Production processes 41
2.3.4 Packaging and Labelling 41
2.3.5 Inventory management 42
2.3.6 Distribution and delivery 42
2.3.7 Procedure of Centralize Kitchen 42
2.4 System modules 42
2.4.1 Customer relationship management module 42
2.4.2 Meal planning and customization module 43
2.4.3 Mobile application 43
2.5 Servicing and pricing model 44
2.5.1 Service model 44
2.5.2 Pricing model 44
Chapter 3: Market opportunity 46
3.1 Market analysis in Malaysia 46
3.2 Market entry approach 46
3.3 Competitor 47
3.4 Risk Assessment 50
3.4.1 Market competition 50
3.4.2 Supply chain disruptions 50
3.4.3 Food safety and quality 50
3.4.4 Food trends 50
3.4.5 Economic factors 51
3.5 PESTEL 51
Chapter 4: Operation 54
4.1 Platform tools “Square” 54
4.1.1 Square Point of Sale (POS) System 55
4.1.2 Square Customer Relationship Management 56
4.1.3 Square Inventory management 57
4.1.4 Square Employee’s platforms 58
4.1.5 Delivery fleet 59
4.1.6 Website Platform integrating with artificial intelligent 60
4.2 Company Structure 61
4.2.1 Organizational structure 62
4.2.2 Roles and responsibilities 62
4.3 Key Partner 64
4.3.1 Delivery Partner 64
4.3.2 Gym (business to business and business to customer) 64
4.3.3 Corporate (business to business) 64
4.3.4 E-payment gateway service 65
4.4 Data collection 66
Chapter 5: Marketing and Promotion 68
5.1 Marketing Strategy 68
5.2 Content marketing 68
5.3 Promotion approach 69
Chapter 6: Financial Analysis 70
6.1 Capital investment plan 70
6.2 Cost overview 71
6.2.1 Cost of goods sold 71
6.3 Projected Profit and Loss 75
6.3.1 Best scenario analysis 76
6.3.2 Worst scenario analysis 77
6.4 Break-Even Analysis 78
6.4.1 Unit contribution margin (CM) 79
6.4.2 Break-even in sales and units 79
Chapter 7: Reference 80
7.1 Recipe reference 82
(Malaysia 2019). NHMS2019. Non-Communicable diseases, healthcare demand and health literacy. Retrieve from https://iptk.moh.gov.my/images/technical_report/2020/FactSheet_BI_AUG2020.pdf
Obesity and Overweight. (2021, June 9). Retrieved from World Health Organization: https://www.who.int/news-room/fact-sheets/detail/obesity-and-overweight
Market Research, D. B. (2022, July 12). Health and Wellness Food Market Size, Share, Growth & Trends Analysis Report, Competitive Landscape and market is growing at a CAGR of 9.3% by 2029. GlobeNewswire News Room. https://www.globenewswire.com/en/news-release/2022/07/12/2478255/0/en/Health-and-Wellness-Food-Market-Size-Share-Growth-Trends-Analysis-Report-Competitive-Landscape-and-market-is-growing-at-a-CAGR-of-9-3-by-2029.html
(Khaw et al., 2022) Khaw, W. F., Nasaruddin, N. H., Alias, N., Chan, Y. M., Tan, L., Cheong, S. M., Ganapathy, S. S., Mohd Yusoff, M. F., & Yong, H. Y. (2022, October 4). Socio-demographic factors and healthy lifestyle behaviours among Malaysian adults: National Health and Morbidity Survey 2019 - Scientific Reports. Nature. https://doi.org/10.1038/s41598-022-20511-1
(Majority of Malaysian Consumers Want Healthy Foods but Cost Is a Deterrent, 2019)
Majority of Malaysian consumers want healthy foods but cost is a deterrent. (2019, May 16). https://www.igd.com/articles/article-viewer/t/majority-of-malaysian-consumers-want-healthy-foods-but-cost-is-a-deterrent/i/21620
(Gazi, 2020). Gazi, F. (2020, July 21). Malaysians May Be Health Conscious, But There’s Still A Lot Of Work To Be Done. iMoney Malaysia. https://www.imoney.my/articles/malaysians-may-be-health-conscious-but-theres-still-a-lot-of-work-to-be-done
(Taking Health Matters to Heart, 2022). Taking health matters to heart. (2022, January 28). The Star. https://www.thestar.com.my/news/nation/2022/01/28/taking-health-matters-to-heart
(Health Risks, 2012). Health Risks. (2012, October 21). Obesity Prevention Source. https://www.hsph.harvard.edu/obesity-prevention-source/obesity-consequences/health-effects/
(Weaning People off Tasty Junk Food Onto Bland Healthy Diets Is No Piece of Cake | MalaysiaNow, 2021). Weaning people off tasty junk food onto bland healthy diets is no piece of cake MalaysiaNow. (2021, March 7). MalaysiaNow. https://www.malaysianow.com/news/2021/03/07/weaning-people-off-tasty-junk-food-onto-bland-healthy-diets-is-no-easy-task
(Thavabalan, 2016). Thavabalan, D. (2016, June 26). Why is it so difficult to eat healthy in Malaysia?! CILISOS - Current Issues Tambah Pedas! https://cilisos.my/why-is-it-so-difficult-to-eat-healthy-in-malaysia/
(Malaysians Are the 8th Largest Sugar Consumers in the World – Consumers Association Penang, 2011). Malaysians are the 8th largest sugar consumers in the world – Consumers Association Penang. (2011, March 26). Malaysians Are the 8th Largest Sugar Consumers in the World – Consumers Association Penang. https://consumer.org.my/malaysians-are-the-8th-largest-sugar-consumers-in-the-world/
(Healthier Foods Three Times More Expensive Than Unhealthy Options, 2021). Healthier foods three times more expensive than unhealthy options. (2021, July 7). New Food Magazine. https://www.newfoodmagazine.com/news/152402/broken-plate-report-2021/
(Non Communicable Diseases, 2022). Non communicable diseases. (2022, September 16). Noncommunicable Diseases. https://www.who.int/news-room/fact-sheets/detail/noncommunicable-diseases#:~:text=Noncommunicable%20diseases%20(NCDs)%20kill%2041,%2D%20and%20middle%2Dincome%20countries.
Benedict, B. (n.d.). Where is Malaysia’s national dish? Where Is Malaysia’s National Dish? - BBC Travel. https://www.bbc.com/travel/article/20191111-where-is-malaysias-national-dish
7.1 Recipe reference
Leong, S. (n.d.). Nasi lemak recipe | BBC Good Food. Nasi Lemak Recipe | BBC Good Food. https://www.bbcgoodfood.com/recipes/nasi-lemak
Talks, H. F. (2023, May 5). Healthy Nasi Kerabu Recipe | Honest Food Talks. Honest Food Talks. https://www.honestfoodtalks.com/nasi-kerabu-recipe/
Collins, C. (n.d.). Prawn laksa curry bowl recipe | BBC Good Food. Prawn Laksa Curry Bowl Recipe | BBC Good Food. https://www.bbcgoodfood.com/recipes/prawn-laksa-curry-bowl
team, G. F. (n.d.). Chinese poached chicken & rice recipe | BBC Good Food. Chinese Poached Chicken & Rice Recipe | BBC Good Food. https://www.bbcgoodfood.com/recipes/chinese-poached-chicken-rice
Calories in 100 g of Beef Rendang and Nutrition Facts. (n.d.). Calories in 100 G of Beef Rendang and Nutrition Facts. https://www.fatsecret.com.au/calories-nutrition/generic/beef-rendang?portionid=5737373&portionamount=100.000
Nasi Briyani Calories, Carbs & Nutrition Facts | MyFitnessPal. (n.d.). Nasi Briyani Calories, Carbs & Nutrition Facts | MyFitnessPal. https://www.myfitnesspal.com/food/calories/nasi-briyani-2290887288
Satay Calories, Carbs & Nutrition Facts | MyFitnessPal. (n.d.). Satay Calories, Carbs & Nutrition Facts | MyFitnessPal. https://www.myfitnesspal.com/food/calories/satay-223717241
Hornby, J. (n.d.). Easy paella recipe | BBC Good Food. Easy Paella Recipe | BBC Good Food. https://www.bbcgoodfood.com/recipes/easy-paella
Buenfeld, S. (n.d.). Chicken satay salad recipe | BBC Good Food. Chicken Satay Salad Recipe | BBC Good Food. https://www.bbcgoodfood.com/recipes/chicken-satay-salad
Wicks, J. (n.d.). High protein breakfast recipe | BBC Good Food. High Protein Breakfast Recipe | BBC Good Food. https://www.bbcgoodfood.com/recipes/high-protein-breakfast
– Performance nutritionist, J. C. (n.d.). Chicken meatballs with quinoa & curried cauliflower recipe | BBC Good Food. Chicken Meatballs With Quinoa & Curried Cauliflower Recipe | BBC Good Food. https://www.bbcgoodfood.com/recipes/chicken-meatballs-quinoa-curried-cauliflower
Healthy Thai green chicken curry recipe. (n.d.). BBC Food. https://www.bbc.co.uk/food/recipes/healthy_thai_green_76716
team, G. F. (n.d.). Healthy pasta primavera recipe | BBC Good Food. Healthy Pasta Primavera Recipe | BBC Good Food. https://www.bbcgoodfood.com/recipes/healthy-pasta-primavera
team, G. F. (n.d.). Thai salmon kebabs with sweet chilli & lime dip recipe | BBC Good Food. Thai Salmon Kebabs With Sweet Chilli & Lime Dip Recipe | BBC Good Food. https://www.bbcgoodfood.com/recipes/thai-salmon-kebabs-sweet-chilli-lime-dip
