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研究生:陳燕玲
研究生(外文):Nattawan Duangkha
論文名稱:曼谷市中心綠家園專案
論文名稱(外文):Green Home Apartment in Bangkok, Thailand
指導教授:林修葳林修葳引用關係
指導教授(外文):Hsiou-wei Lin
口試委員:黃俊堯陳俊忠
口試委員(外文):Chun-Yao HuangChun-Chung Chen
口試日期:2013-06-18
學位類別:碩士
校院名稱:國立臺灣大學
系所名稱:企業管理碩士專班
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2014
畢業學年度:102
語文別:英文
論文頁數:68
中文關鍵詞:專案曼谷
外文關鍵詞:Business planGMBAGlobal MBAGreenApartmentThailandBangkok
相關次數:
  • 被引用被引用:0
  • 點閱點閱:114
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  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:0
Unique and stylishapartment in the center of Bangkok is demanded by the epicurean consumers.Demandof nice residence gradually increases along with the increased income of the targeted customers.Green Home apartment will be well fit with the customers’ changed life style and needs.Moreover, market responses will also fulfill Green Home apartment’s business. Thus this small scale business will be sustainable and profitable.

Table of Contents
1.0 Executive Summary 1
2.0 Company Summary 2
2.1 Company Ownership 2
2.2 Start-up Summary 3
2.3 Organization Structure 5
3.0 Product and Service 6
3.1 Product Description 7
&;#8226; Location 8
&;#8226; Design 9
&;#8226; Construction 13
3.2 Service Description 16
&;#8226; Facilities 16
&;#8226; Contracts 16
&;#8226; Monthly Rate Fee 17
4.0 Analysis 18
4.1 Environmental Analysis (PESTEL) 18
4.2 Industry Analysis (5 Forces Analysis) 24
4.3 Customer Analysis (Questionnaire) 27
4.4 Competitor Analysis 28
4.5 Situation Analysis (SWOT) 30
5.0 Production Plan 33
5.1 Location 33
5.2 Apartment Blue Print 34
5.3 Production Milestone 37
6.0 Marketing Plan 37
6.1 Target Marketing (STP) 37
6.2 Marketing Strategy (4Ps) 41
7.0 Financial Plan 43
7.1 Important Assumptions 43
7.2 Profit and Number of Room Analysis 44
7.3 Pro Forma Income Statement 45
&;#8226; Monthly Total Operating Revenue and Net Earnings 45
&;#8226; Yearly Total Operating Revenue and Net Earnings 46
7.4 Pro Forma Cash Flow 47
7.5 Pro Forma Balance Sheet 48
7.6 Key Financial indicators 49
7.7 Opportunity Cost 49
7.8 Business Ratios 50
8.0 Risk Analysis 50
8.1 Sensitivity Analysis 50
8.2 Income Tax Law Changing 51
8.3 Natural Disasters 51
References 53
Appendix 1: Questionnaires 56
Appendix 2: Discount Rate Calculation 60
Appendix 3: Pro Forma Financial Statement 63


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