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研究生： 姚文傑
Yao, Wen-Jie
論文名稱： ProTim: 高蛋白冰淇淋店
ProTim: High Protein Ice Cream Shop
指導教授： 傅浚映
Jyun, Ying-Fu
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： 2024
畢業學年度： 112
語文別： 英文
論文頁數： 72
中文關鍵詞： 高蛋白冰淇淋 、植物性 、健康意識 、健身愛好者 、泰國市場
外文關鍵詞： High-protein ice-cream, Plant-based, Health-conscious, Fitness enthusiasts, Thai market
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    • ProTim 是一家高蛋白、植物性冰淇淋企業，其商業計劃是由泰國對營養、健康食品選擇不斷增長的需求所推動的。ProTim 的靈感源自於人們日益認識到蛋白質在維持健康生活方式的重要性，以及植物性飲食的日益普及。作為一個健身愛好者和注重健康的人，我意識到滿足這些需求的美味高蛋白冰淇淋市場存在巨大缺口。傳統的冰淇淋選擇往往無法提供注重健康的消費者所尋求的營養益處，特別是那些需要更高蛋白質攝取量以促進肌肉恢復和整體健康的消費者。

    該計劃探討了 ProTim 透過提供富含蛋白質、營養豐富且美味的植物冰淇淋來填補市場空白的潛力。我們的目標是創造一個品牌，滿足注重健康的消費者和健身愛好者的飲食需求，同時推廣更健康的生活方式。該業務計劃概述了我們的策略方針、市場分析、營運計劃和財務計劃，以確保 ProTim 在競爭激烈的泰國冰淇淋市場上成功推出和發展。

    This business plan for ProTim, a high-protein, plant-based ice cream venture, is driven by the growing demand for nutritious, health-conscious food options in Thailand. The inspiration for ProTim stems from the increasing awareness of the importance of protein in maintaining a healthy lifestyle, coupled with the rising popularity of plant-based diets. As a fitness enthusiast and health-conscious individual myself, I recognized a significant gap in the market for delicious, high-protein ice cream that caters to these needs. Traditional ice cream options often fall short in providing the nutritional benefits that health-conscious consumers seek, particularly those requiring higher protein intake for muscle recovery and overall well-being.

    This plan explores the potential of ProTim to address the market gap by offering protein-rich, plant-based ice creams that are both nutritious and indulgent. Our goal is to create a brand that meets the dietary needs of health-conscious consumers and fitness enthusiasts while promoting a healthier lifestyle. This business plan outlines our strategic approach, market analysis, operational plan, and financial plan to ensure the successful launch and growth of ProTim in the competitive Thai ice cream market.

    Chapter 1 : Executive Summary 1

    Chapter 2 : Introduction and Company Background 2
    2.1. Company Overview 2
    2.1.1. Name and Logo of the Business 2
    2.1.2. Mission 2
    2.1.3. Vision 2
    2.1.4. Goal Of the Business 3
    2.2. Key to success 3
    2.2.1. The Rise of Plant-based Protein Consumption Trend 3
    2.2.2. Innovative Healthy Menu 3
    2.2.3. Diverse Protein Options 4
    2.2.4. Competitive Pricing 4
    2.2.5. Establishing Protein Expertise 4
    2.3. Product Overview 5
    2.3.1. “Fun Scoop” Size 5
    2.3.2. “Fit Scoop” Size 5
    2.3.3. “Fuel Scoop” Selection 6
    2.4. Business Model Canvas 6
    2.4.1. Customer Segments 8
    2.4.2. Value Propositions 9
    2.4.3. Channel 10
    2.4.4. Customer Relationships 11
    2.4.5. Key Partners 12
    2.4.6. Key Activities 13
    2.4.7. Key Resources 14
    2.4.8. Cost Structure 15
    2.4.9. Revenue Streams 15

    Chapter 3 : Industry Analysis 17
    3.1. Industry Situation 17
    3.1.1. The Industry of Ice Cream in Thailand 17
    3.1.2. The Industry of Plant-based food in Thailand 18
    3.2. Porter’s Five Forces 20
    3.2.1. Bargaining Power of Suppliers 20
    3.2.2. Bargaining Power of Buyers 21
    3.2.3. Threats of New Entrants 21
    3.2.4. Threats of Substitutes 21
    3.2.5. Rivalry Among Existing Competitors 21

    Chapter 4 : Market Analysis 22
    4.1. Market Situation 22
    4.1.1. Thailand’s Health-Conscious Consumer Drive Wellness Food Growth 22
    4.1.2. Protein Consumption Trend in Thailand: Insight & Opportunities 23
    4.2. Competitors Analysis 24
    4.2.1. Direct Competitors 24
    4.2.2. Indirect Competitors 26
    4.2.3. Sustainable Advantage 27
    4.2.4. Defense Against Fast-Second Businesses: 27
    4.3. Market Research 28
    4.3.1. Research Objectives 28
    4.3.2. The Scope of Research 28
    4.3.3. Research Result 29
    4.4. SWOT Analysis 32
    4.4.1. Strengths 33
    4.4.2. Weaknesses 33
    4.4.3. Opportunities 34
    4.4.4. Threats 34

    Chapter 5 : Marketing Plan 35
    5.1. STP Model 35
    5.1.1. Segmentation 35
    5.1.2. Targeting 37
    5.1.3. Positioning 38
    5.2. Marketing Mix Strategies 38
    5.2.1. Product 38
    5.2.2. Price 39
    5.2.3. Place 40
    5.2.4. Promotion 41
    5.2.5. Influencer Marketing Plan 42

    Chapter 6 : Operational Plan 44
    6.1. Supplier Manufacturer Selection Process 44
    6.2. Product Development Process 45
    6.3. Inventory Management 46
    6.3.1. Storage and Prevention 46
    6.3.2. Demand Forecasting and Orderings 47
    6.4. Online Delivery Ordering Process 48
    6.4.1. Menu and Order Processing 48
    6.5. Quality Assurance 49
    6.5.1. Ice Cream Preparation and Packaging 49

    Chapter 7 : Management Team 51
    7.1. Organizational Structure 51
    7.2. Roles and Responsibilities 51
    7.2.1. Founder / CEO 51
    7.2.2. Ice Cream Staffs / Cashiers 52
    7.2.3. Nutritionist (Part-time) 52
    7.3. Compensation and Additional Benefits 53

    Chapter 8 : Financial Analysis 54
    8.1. Assumptions 54
    8.1.1. Capital Investment 54
    8.1.2. Revenue 55
    8.1.3. Cost of Goods Sold 56
    8.1.4. Operating Expenses 57
    8.1.5. Selling, General & Administrative Expense (SG&A) 58
    8.2. Forecasted Income Statement 59

    Chapter 9 : Reference 61

    Chapter 10 : Appendix 66

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