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研究生： 林秀銀
Chalermchaichan, Oranee
論文名稱： 在泰國曼谷開設有機超市之商業企劃書
Organic Supermarket Business Plan in Bangkok, Thailand
指導教授： 郭維裕
Kuo, George
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： 55
中文關鍵詞： 超市 、有機 、曼谷 、泰國 、現代生活
外文關鍵詞： Supermarket, Organic, Bangkok, Thailand, Modern Life
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    • Currently many city dwellers are getting sick because of unhealthy city lifestyle such as living a night lives, being surrounded by a polluted environment and consuming contaminated food. As a result, healthy and green lifestyle is becoming a mainstream popular trend in Bangkok. People started to participate in extreme sport and especially purchasing organic food, and yet they still get even more sick. It is because they have wrong perception of organic food, so they still buy products such as hydroponic vegetable, injected hormone meat, and GMO harvest from normal supermarket. Although there are some green stores in the market, they still provide non-organic products, especially hydroponic vegetable.
    Modern Earth is a pure organic supermarket that satisfies health-conscious city dwellers’ hunger for authentic organic food and products as an ultimate tool to live a healthy enjoyable modern lifestyle. Modern Earth offers English literate staffs who can inform and answer both Thais and expatriates about organic agriculture understanding as well as our products. Organic bakery and coffee shop, bookstores, and organic-related product store are also available in our supermarket. We believe our supermarket is one of the solutions for todays unhealthy modern lifestyle.

    1. Executive Summary 1
    2. Introduction 3
    3. Organic Agriculture Industry Overview in Thailand 5
    3.1. Organic Agriculture Production in Thailand 5
    3.2. Organic Agriculture Market in Thailand 7
    3.3. The Meaning of Organic Agriculture 8
    4. Company Description 11
    4.1. Location 11
    4.1.1. Siam Square Location 12
    4.1.2. Asok Location 12
    4.1.3. Silom (Saladaeng) Location 13
    4.2. Company Name 14
    4.3. Company Logo 15
    4.4. Vision Statement 16
    4.5. Mission Statements 16
    4.6. Products & Services 17
    4.7. SWOT Analysis 19
    4.7.1. Internal Factors – Strengths and Weaknesses 19
    4.7.2. External Factors – Opportunities and Threats 20
    5. Marketing Plan 21
    5.1. Competitors’ Analysis 21
    5.1.1. Whole Foods Market 21
    5.1.2. SWOT 23
    5.2. Lemon Farm 25
    5.2.1. SWOT 27
    5.2.2. Villa Market 29
    5.2.3. SWOT 31
    5.3. Target Customers 33
    5.4. Corporate Identity 34
    5.5. Corporate Social Responsibility Activities 41
    6. Business Operation 45
    6.1. Human Resource Planning 45
    7. Financial Plan 47
    7.1. Key Financial Assumption 47
    7.1.1. Initial Investment 47
    7.1.2. Store Decoration 47
    7.1.3. Inventory Cost 47
    7.1.4. Land renting and deposit 48
    7.1.5. Salary 48
    7.1.6. Marketing 49
    7.2. Short Term Break Even 49
    7.3. Five Year Projection 50
    7.3.1. Revenues from Rental Space 51
    7.3.2. Inventory Adjustment Expense 51
    7.3.3. Partnership Investment 51
    7.4. NPV 52
    7.5. IRR 53
    8. Conclusion and Suggestion 54
    Reference 55

    - Organic Agriculture Industry Overview: http://www.greennet.or.th/sites/default/files/Thai%20OA%2015.pdf
    http://www.environnet.in.th/2014/?p=7386
    http://www.actorganic-cert.or.th/en/page/item/613
    - Overall Bangkok Statistics: http://www.bangkok.go.th/upload/user/00000130/Logo/statistic/stat%202556(thai).pdf
    - Bangkok Population Statistics December 2015: http://203.155.220.230/bmainfo/esp/pop/pop_58.pdf
    - BTS Ridership Statistics: https://en.wikipedia.org/wiki/BTS_Skytrain and http://market.sec.or.th/public/idisc/th/FinancialReport/ALL-0000001382/20121101-20151101?symbol=BTS
    - Thailand Rental Price: http://www.thaihometown.com
    - Lemon Farm:
    https://www.facebook.com/lemonfarmfan/
    https://issuu.com/salforest/docs/greencase6-lemonfarm
    - Whole Food Market: http://www.wholefoodsmarket.com
    - Villa Market: http://www.villamarket.com
    - Pre-SLE lady’s story: http://health.kapook.com/view149887.html

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