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    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/117451


    Title: 在泰國開設茶館的商業企畫書
    The tea experience café in thailand
    Authors: 馬姝琳
    Saengchanchai, Siriruk
    Contributors: 吳文傑
    Wu, Jack
    馬姝琳
    Saengchanchai, Siriruk
    Keywords: 泰國
    茶館
    Thailand
    Café
    Date: 2018
    Issue Date: 2018-06-01 17:39:42 (UTC+8)
    Abstract: 
    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.
    Reference: 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
    Description: 碩士
    國立政治大學
    國際經營管理英語碩士學位學程(IMBA)
    105933044
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0105933044
    Data Type: thesis
    Appears in Collections:[國際經營管理英語碩士學程IMBA] 學位論文

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