臺灣博碩士論文加值系統

Thailand has experienced two significant changes in recent years: rising health consciousness and the emergence of an aging society. This trend presents Doudou Bingsha with the opportunity to enter the dessert business and establish a soybean-based dessert shop in Bangkok.
Soybean has long been a staple in Thai cooking. It is well-known as a nutrient-dense food that benefits people of all ages, from children to the elderly. The business plans to offer healthy desserts made from soybeans to delight consumers while promoting a healthier lifestyle.
This thesis starts with a discussion about the business structure using the business model canvas, followed by the viability of the business opportunity by examining the business's internal and external elements. The findings of a SWOT and Porter's Five Forces analysis and an evaluation of the business plan's projected five-year financial revenue reveal that this is a viable business prospect worth investing in.

1. Executive Summary 1
2. Introduction and Company Background 3
2.1 Company Overview 3
2.1.1 Name and Logo of the Business 4
2.1.2 Mission 4
2.1.3 Vision 4
2.1.4 Goal of Business 4
2.2 Key to Success 5
2.2.1 Soybeans as a Plant-Based Nutrition 5
2.2.2 Stay Healthy, Low Sugar 5
2.2.3 Aging Society 5
2.2.4 Taiwanese Style Dessert 5
2.3 Products overview 6
2.3.1 Soy Milk Beverages 6
2.3.2 Soy Milk Desserts 6
2.4 Business Model Canvas 8
2.4.1 Customer Segments 8
2.4.2 Value Propositions 9
2.4.3 Channels 9
2.4.4 Customer Relationship 11
2.4.5 Key Partners 11
2.4.6 Key Activities 12
2.4.7 Key Resources 13
2.4.8 Cost Structure 13
2.4.9 Revenue Streams 14
3. Industry Analysis 15
3.1 Market Situation 15
3.1.1 Thai Lifestyle with Dessert and Beverage 15
3.1.2 Soybeans Industry and The Growth of Soybeans Trend in Thailand 16
3.1.3 The Growth of Health Conscious and Plant-Based Trend 17
3.1.4 The Emergence of The Aging Society 18
3.2 Existing Business in Thailand 19
3.2.1 Street Food Level 20
3.2.2 Non-street Food Level 22
3.3 SWOT Analysis 24
3.3.1 Strengths 24
3.3.2 Weaknesses 24
3.3.3 Opportunities 24
3.3.4 Threats 25
3.4 Porter's Five Forces 25
3.4.1 Bargaining Power of Suppliers 25
3.4.2 Bargaining Power of Buyers 25
3.4.3 Threats of New Entrants 26
3.4.4 Threats of Substitutes 26
3.4.5 Competition of Existing Competitors in The Industry 26
4. Marketing Research 28
4.1 The Objective of Research 28
4.2 The Scope of Research 28
4.3 The Result of Research 28
5. Marketing Plan 34
5.1 STP Model 34
5.1.1 Segmentation 34
5.1.2 Targeting 34
5.1.3 Positioning 35
5.2 Marketing Mix Strategies 36
5.2.1 Product 36
5.2.2 Price 37
5.2.3 Place 38
5.2.4 Promotion 42
6. Operational Plan 45
6.1 Store Design and Decoration 45
6.2 Supplier Selection 46
6.3 Production 49
6.4 Operational Processes 49
6.5 Inventory Management 50
6.6 Law and Regulations 51
7. Organizational Management Team 52
7.1 Organizational Structure 52
7.2 Roles and Responsibilities 52
7.2.1 Founder/CEO/CFO 52
7.2.2 Marketing Manager 53
7.2.4 Kitchen Manager 53
7.2.5 Store Manager 54
7.2.6 Assistant Store Manager 54
7.2.7 Waiter/Waitress (part-time, paid hourly) 55
7.3 Compensation and Benefits 55
7.4 Training 55
8. Financial Plan 57
8.1 Assumptions 57
8.1.1 Capital Investment 57
8.1.2 Revenue 58
8.1.3 Cost of Goods Sold 59
8.1.4 Operating Expenses 60
8.2 Forecasted Income Statement 62
8.3 Financial Decision 62
8.3.1 Income Statement 62
9. Future Expansion Plan 64
9.1 Vending Machine in the MRT and BTS Stations 64
9.2 Expanding the Business as a Franchise 64
9.3 Extending the Product Line and Variety of New Products 64
9.4 Being the Local Farmers' Distribution Bridge 65
10. Conclusion 66
Reference 67
Appendix 70

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