臺灣博碩士論文加值系統

Tea Colony is a startup business in Bangkok, Thailand. Tea Colony is not only all about just a tea café, but Tea Colony serves tea experience and knowledge and quality tea from different famous planting tea countries. The café serves customized tea drinks and traditional tea from Japan, China, and India and unique food recipes all made from tea leaves. We select natural and high quality ingredients targeting upper end tea lovers in Bangkok as the café is located in the heart of the city department store. Consumers would learn about tea information, history and sources from the café’s decoration and through demonstration of our staffs.
Amid the growing health concern trend in Thailand, tea, which is a subset of a healthy drink, also grows together. Tea has been a popular product for a long time but traditional, which was used to be drink for the elderly, is now getting more interest in the market. Most players in the market are focusing on English tea branding. Tea Colony still has more room to grow as we positioned ourselves in more eastern Asian concept oriented.
Tea Colony will start the project in December 1, 2018. The initial investment of this project would be 2,400,200 Thai baht required to start this business. To diversify risks, the project is funded by two people, with a 1-million-baht bank loan. Based on the financial section, the project will start being profitable in year 2020, but however, it is crucial to be aware that traditional tea business takes more time to grow compared to other products in the same industry as we have to wait for the consumer behavior and trends to start change. However, the marketing strategy emphasizing quality and experience could be solution to the obstacle as Tea Colony aims to be the future leaders of the traditional tea industry.

1.Executive Summary 1
1.1 Introduction 1
1.2 The Market 1
1.3 Mission Statement 1
1.4 Vision 2
1.5 Objectives 2
1.6 Business Philosophy 2
1.7 Business Model 2
1.8 Key success factors 5
1.9 The Team 6
The Proposal 7
2. Industry Overview 8
3. Situation Analysis 10
3.1 Thai Economy 10
3.2 Socio-Demographics 10
4. Business opportunity 12
5. Product and Services 13
5.1 Offering 13
6. Marketing Strategy 17
6.1 Consumer behavior 17
6.2 Selling Proposition 20
6.3 Target Market 20
6.4 Branding Strategy 20
6.5 Logo 21
6.6 Positioning strategy 21
6.7 Perceptual Positioning Map 22
7. Pricing Strategy 23
8. Sales Strategy 24
9. Competitor Analysis 25
10. Operational Plan 30
10.1 Location 30
10.2 Timeline & Expansion 31
11. Strategic planning 33
11.1 SWOT Analysis 33
11.2 Business planning strategies using TOWs 34
11.3 Porter’s Five Force Model 35
12. Organization and Management 37
12.1 Position and Salary 38
13. Financial Plan 39
13.1 Estimating Startup Budget 39
13.2 Project’s location 40
13.3 The size of the restaurant 40
13.4 The Project’s Expenses 40
13.5 Analysis of investment capital source 41
14. Conclusion 50
15. References 51
16. Appendix 52

1. “Tea Industry in Thailand.” Food Intelligence Center Thailand, Oct. 2015, fic.nfi.or.th/MarketOverviewDomesticDetail.php?id=80

2. ‘Tea Consumption Per Capital in Thailand.” Heigi Library, www.helgilibrary.com/indicators/tea-consumption-per-capital/thailand/

3. “Thailand: Year in Review 2017.” Oxford Business Group, 2 Jan. 2018, oxfordbusinessgroup.com/news/Thailand-year-review-2017.

4. POHLMan, ARNE, et al. “Forecast Summary.” Focus Economics, 25 Mar. 2015, https://www.focus-economics.com/sites/default/files/focuseconomics_consensus_forecast_asia_-_april_2015_0.pdf

5. Thitipankul, Nhampit. “Master’s Thesis, Srinakharinwirot University.” Factors That Influence Tea Drinking Behavior, 1999

6. Sirikanjanawong, Nutpracha. “Tea Beverages Project: Study Case Master Tea.” Tea Beverages Project: Study Case Master Tea. 2015