簡易檢索 / 詳目顯示
| 研究生： |
陳佳伶 Somruthai Thitathammo |
|---|---|
| 論文名稱： |
COCO MAMA -與眾不同的椰子水 COCO MAMA: coconut water that makes a difference |
| 指導教授： |
張大為
Chang, David |
| 口試委員: |
冷則剛
Leng, Tse-Kang 何富年 Ho, Foo-Nin |
| 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： | 2019 |
| 畢業學年度： | 107 |
| 語文別： | 英文 |
| 論文頁數： | 69 |
| 中文關鍵詞： | 椰子水 、影響 、社會 、環境的 、有機的 |
| 外文關鍵詞： | Coconut water, Impact, Social, Environmental, Organic |
| DOI URL： | http://doi.org/10.6814/NCCU201900123 |
| 相關次數： | 點閱：87 下載：3 |
| 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 |
無
The main content of this business plan outlines the opportunity and strategy for starting a ready to drink organic coconut water brand that can create social and environmental impact in Thailand. Recently, the trend for healthy, organic products has been rising in Thailand, with consumption of fruit juice products becoming more popular among health and wellness conscious consumers. In addition, drinking coconut water is a part of Thai people’s lives. So, offering a product that can answer those needs together with solving environmental issue of plastic usage and increasing job opportunities for people in a community is an interesting business opportunity.
The structure of this business plan is based on an understanding of the industry and current market trends. In order to capture a clear understanding of market and industry, a five forces model breakdown and SWOT analysis are utilized. Marketing mixes and TOWS matrix are applied to define the business strategies necessary for success. Lastly, the five-year forecasted financial statement is shown to estimate the feasibility of the business. A plan for scalable expansion is also introduced in the final section of this business plan.
1. Executive Summary 1
2. Introduction and Company Background 2
2.1. Business Model Canvas 2
2.1.1. Value Proposition 2
2.1.2. Customer Segments 3
2.1.3. Channels 4
2.1.4. Customer Relationship 4
2.1.5. Revenue Streams 5
2.1.6. Key Resources 5
2.1.7. Key Activities 5
2.1.8. Key Partner 5
2.1.9. Cost Structure 6
2.2. The Interests of Business 6
2.3. Company Overview 7
2.3.1. Name and Logo of the Business 7
2.3.2. Vision 8
2.3.3. Mission 8
2.3.4. Goal of the Business 8
3. Situation Analysis 10
3.1. Industry Structure 10
3.2. External Analysis (5 Forces) 11
3.2.1. Bargaining Power of Suppliers: Low 11
3.2.2. Bargaining Power of Customers: Medium 11
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 12
3.3. Competitor Analysis 13
3.3.1. Direct Competitor 13
3.3.2. Indirect Competitor 19
3.4. Internal Analysis (SWOT Analysis) 20
3.4.1. Strength of the Business 20
3.4.2. Weakness of the Business 20
3.4.3. Opportunity of the Business 21
3.4.4. Threat of the Business 21
3.5. Business Strategy 22
3.6. Business Key Success Factors 23
4. Marketing Research 24
4.1. The Objective of Marketing Research 24
4.2. The Scope of Marketing Research 24
4.3. The Result of Marketing Research 25
5. Marketing Plan 27
5.1. Segmentation 27
5.2. Targeting 29
5.3. Positioning 29
5.4. Marketing Mix Strategies (4Ps) 30
5.4.1. Product 30
5.4.2. Price 31
5.4.3. Place 31
5.4.4. Promotion 34
6. Operational Plan 37
6.1. Layout of manufacturing 37
6.2. Supplier Selection 37
6.3. Raw Materials 37
6.4. Production and Operating Process 38
6.5. Production Plan 42
6.6. Inventory Management 42
6.7. Customer Relationship 42
7. Organizational Management 43
7.1. Organization Structure 43
7.2. Roles and Responsibilities 43
7.3. Compensation and Benefit 45
7.4. Training 45
8. Financial Plan 46
8.1. Assumptions 46
8.1.1. Capital Investment 46
8.1.2. Revenue 47
8.1.3. Cost of Goods Sold 49
8.1.4. Operating Expenses 50
8.2. Forecast Income Statement (Base Case) 51
8.3. Financial Decision 52
8.3.1. Income Statement 52
8.3.2. Project Valuation 52
8.4. Scenario Analysis 53
8.4.1. Best Case 53
8.4.2. Worst Case 53
9. Future Expansion Plan 54
9.1. Farm Expansion 54
9.2. Increase Business Distribution Channel 54
9.3. Develop new packaging 54
Reference 56
Appendix 1: Market Research Questionnaire 59
Appendix 2: Survey Results 65
Sudsapda (2016). Coconut Journey. Retrieved April 7, 2019 from https://sudsapda.com/top-lists/19879.html
Paul Quimm (2018). Plastic or glass milk bottles? Crate expectations. Retrieved April 7, 2019 From https://friendsoftheearth.uk/plastics/plastic-or-glass-milk-bottles-crate-expectations
Ingrid (2010). Using Business Model Canvas for Social Enterprise Design. Retrieved April 9, 2019, from http://cscuk.dfid.gov.uk/wp-content/uploads/2016/07/BMC-for-Social-Enterprise.pdf
Post today (2016) Coconut market growing to 3.7 billion Thai Baht in global market. Retrieved April 12, 2019, from https://www.posttoday.com/market/news/459923
Marketeer (2018). Will ready to drink coconut water be able to take over fresh coconut water or not? Retrieved April 14, 2019, from https://marketeeronline.co/archives/36684
Maprao (2017). Maprao Organic coconut water. Retrieved April 15, 2019, from http://maprao.co/th
Kantaporn (2018). Y.Farmily: Nature is our chef. Retrieved April 15, 2019, from https://blog.bluebasket.market/2018/03/22/y-farmily/
Siamturakij (2016). Hot Healthy Trend! Thai coconuts go worldwide with market growth of 50%. Retrieved May 2, 2019, from https://www.siamturakij.com/news/7847-50-?fbclid=IwAR08y7pLDVY525s91aClYgNBqIrKqqyC4kJhBL0wVjb_JXoS5YLcSY32xZ4
Kru P’Nu (2017). How can we design coconut farm layout. Retrieved May 10, 2019, from https://www.blogcocosth.com/2017/07/%E0%B9%81%E0%B8%9B%E0%B8%A5%E0%B8%87%E0%B8%9B%E0%B8%A5%E0%B8%B9%E0%B8%81%E0%B8%A1%E0%B8%B0%E0%B8%9E%E0%B8%A3%E0%B9%89%E0%B8%B2%E0%B8%A7/
Longtunman (2017). Foodland and Villa Market. Retrieved May 14, 2019, from http://longtunman.com/2162
Witoon, P. (2016). Overview of Thai organic agriculture in 2016. Retrieved May 14, 2019, from http://www.greennet.or.th/article/411
Pigabyte. (2018). Internet usage behavior of Thai people in 2018. Retrieved May 15, 2019, from https://www.marketingoops.com/reports/behaviors/thailand-digital-in-2018/
Gepp (2019). GEPP: Solution for today trash management. Retrieved May 25, 2019, from https://gepp.me/about-us/
TerraBKK. (2014). Financial Ratio 6: Payback Period (PB). Retrieved May 26, 2019, from https://www.terrabkk.com/news/27111/financial-ratio-6-payback-period-pb-นานเท่าไหร่-กว่าการลงทุนครั้งนี้-จะคืนทุน-
Mike Wehner (2017). These tiny edible water bottles are almost completely pointless. Retrieved May 30, 2019, from https://bgr.com/2017/04/13/ooho-water-balls/
