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研究生： 張培伶
Thongthamasakul, Chalothorn
論文名稱： Fresh Bites：泰國曼谷自動售貨機中的健康食品
Fresh Bites: Healthy Food in Vending Machines in Bangkok, Thailand
指導教授： 徐愛恩
Tsui, Stephanie
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： 75
相關次數： 點閱：36  下載：14 
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    • This study explores the introduction of "Fresh Bites," a novel concept that revolutionizes traditional vending machines by offering a range of healthy food options in Bangkok, Thailand. The prevalence of convenience-driven, yet often nutritionally deficient, meals in vending machines poses a significant challenge to public health. Fresh Bites aims to address this issue by providing a diverse selection of wholesome and nutritious food items that cater to the evolving dietary preferences of consumers.

    The research delves into the development and implementation of Fresh Bites, examining the sourcing of high-quality, locally sourced ingredients, the integration of innovative vending technologies, and the establishment of strategic partnerships with local food producers. Through survey studies, the study gauges the acceptance and impact of Fresh Bites on consumer behavior, preferences, and overall well-being.

    Preliminary findings suggest a positive reception to the introduction of healthy vending options, with consumers expressing a heightened interest in making healthier meal choices. The study also assesses the financial viability of Fresh Bites to ensure profitability.

    1. Executive Summary 1

    2. Introduction and Company Background 3
    2.1 Company Overview 3
    2.1.1 Name and Logo of the Business 3
    2.1.2 Mission 3
    2.1.3 Vision 3
    2.1.4 Goal of the Business 4
    2.2 Key to Success 4
    2.2.1 Noncommunicable diseases (NCDs) 4
    2.2.2 Nutritionally Balanced Food and Hygienic 6
    2.2.3 Variety of Choices 7
    2.2.4 Easy ‘Grab and Go’ 7
    2.3 Product Overview 8
    2.3.1 Healthy Food Selection 8
    2.3.2 Smart Vending Technology 9
    2.3.3 Accessible Locations 10
    2.4 Business Model Canvas 11
    2.4.1 Customer Segments 12
    2.4.2 Value Propositions 14
    2.4.3 Channels 16
    2.4.4 Customer Relationships 16
    2.4.5 Key Partners 17
    2.4.6 Key Activities 18
    2.4.7 Key Resources 19
    2.4.8 Cost Structure 19
    2.4.9 Revenue Streams 20

    3. Industry Analysis 20
    3.1 Industry Situation 20
    3.1.1 The Industry of Food and Beverage in Thailand 20
    3.2 Porter’s Five Forces 23
    3.2.1 Bargaining Power of Suppliers 23
    3.2.2 Bargaining Power of Buyers 24
    3.2.3 Threats of New Entrants 24
    3.2.4 Threats of Substitutes 24
    3.2.5 Competition of Existing Competitors in the Industry 25

    4. Competitor Analysis 25

    5. Market Analysis 27
    5.1 Market Situation 27
    5.1.1 Vending Machines in Thailand: A Booming Market with Promising Growth 27
    5.1.2 The Growing Awareness of NCDs Effects 28
    5.1.3 Health and Wellness Trend 29
    5.2 Market Research 30
    5.2.1 Research Objectives 30
    5.2.2 The Scope of Research 30
    5.2.3 Research Result 31
    5.3 SWOT Analysis 34
    5.3.1 Strengths 34
    5.3.2 Weaknesses 35
    5.3.3 Opportunities 35
    5.3.4 Threats 35

    6. Marketing Plan 36
    6.1 STP Model 36
    6.1.1 Segmentation 36
    6.1.2 Targeting 36
    6.1.3 Positioning 37
    6.2 Marketing Mix Strategies 37
    6.2.1 Product 38
    6.2.2 Price 38
    6.2.3 Place 39
    6.2.4 Promotion 40

    7. Operational Plan 42
    7.1 Food Production and Menu Development 42
    7.2 Vending Machine Acquisition and Installation 43
    7.3 Inventory Management and Customer Service 46
    7.4 Logistics and Distribution 47

    8. Management Team 50
    8.1 Organizational Structure 50
    8.2 Roles and Responsibilities 50
    8.2.1 Founder/CEO/CFO/CMO 50
    8.2.2 General Manager (Inventory Management and Customer Service) 51
    8.2.3 Logistics and Technician Personnel 52
    8.3 Compensation and Benefits 53

    9. Financial Analysis 54
    9.1 Assumptions 54
    9.1.2 Revenue 55
    9.1.3 Cost of Goods Sold (COGs) 56
    9.1.4 Operating Expenses 56
    9.1.5 Selling, General, and Administrative Expenses (SG&A) 58
    9.2 Financial Statements 59
    9.2.1 Income Statement 59
    9.2.2 Balance Sheet 61
    9.2.3 Cash Flow Statement 62
    9.2.4 Financing 64
    9.2.5 Free Cash Flow to Firm 65

    References 68

    Appendix 70

    Benzaghta, M. A., Elwalda, A., Mousa, M. M., Erkan, I., & Rahman, M. (2021). SWOT analysis applications: An integrative literature review. Journal of Global Business Insights, 6(1), 55-73. https://www.doi.org/10.5038/2640-6489.6.1.1148
    Informa Markets. (2024). Emerging trends in Thailand’s F&B market. Retrieved from https://www.figlobal.com/asia-indonesia/en/visit/news-and-updates/emerging-trends-thailand-food-beverage-market.html
    No, B. (2023). Grab reveals changes in user behaviour. Retrieved from https://www.bangkokpost.com/business/general/2709239.
    Pearly, N. (2019). ‘Smart Eating’: Reformulation, modernization and personalization identified as key areas for innovation in Thai food industry. Retrieved from https://www.foodnavigator-asia.com/Article/2019/09/24/Smart-Eating-Reformulation-modernization-and-personalization-identified-as-key-areas-for-innovation-in-Thai-food-industry
    Siripanumas, C., Suphanchaimat, R., Nittayasoot, N., & Putthasri, W. (2023). Self-awareness of Health Conditions and Service Utilization among People with Diabetes Mellitus, Hypertension, and Chronic Obstructive Pulmonary Disease in Thailand, 2019. Outbreak, Surveillance, Investigation & Response (OSIR) Journal, 16(3), 130–138. https://doi.org/10.59096/osir.v16i3.265405
    Statista (2023). Change in eating behavior among consumers Thailand 2020. Retrieved from https://www.statista.com/statistics/1244750/thailand-change-in-eating-habits-among-consumers/
    Statista (2023). Food topics that consumers were interested to learn more about in Thailand as of December 2020. Retrieved from https://www.statista.com/statistics/1244762/thailand-food-subjects-of-interests/
    Statista (2023). Number of deaths caused by non-communicable diseases Thailand 2018 by type. Retrieved from https://www.statista.com/statistics/1104420/thailand-number-of-deaths-by-non-communicable-diseases-by-type/
    Statista (2023). Number of patients with non-communicable diseases Thailand 2021, by type. Retrieved from https://www.statista.com/statistics/1309661/thailand-number-of-patients-with-non-communicable-diseases-by-type/
    The Nation Thailand. (2024). What’s cooking in Thailand’s future food industry? Retrieved from https://www.nationthailand.com/thailand/economy/40031330
    TTB Analytics (2022). TTB Analytics forecasts that the vending machine business will experience revenue growth of at least 13-15% per year. Retrieved from https://www.ttbbank.com/th/newsroom/detail/vending-machine-business
    World Health Organization (2023). Prevention and control of noncommunicable diseases in Thailand. Retrieved from https://www.who.int/thailand/activities/NCDs_Investment_Case_Report

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