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    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/124185

    Title: COCO MAMA -與眾不同的椰子水
    COCO MAMA: coconut water that makes a difference
    Authors: 陳佳伶
    Thitathammo, Somruthai
    Contributors: 張大為
    Chang, David
    Somruthai Thitathammo
    Keywords: 椰子水
    Coconut water
    Date: 2019
    Issue Date: 2019-07-01 10:57:15 (UTC+8)
    The main content of this business plan outlines the opportunity and strategy for starting a ready to drink organic coconut water brand that can create social and environmental impact in Thailand. Recently, the trend for healthy, organic products has been rising in Thailand, with consumption of fruit juice products becoming more popular among health and wellness conscious consumers. In addition, drinking coconut water is a part of Thai people’s lives. So, offering a product that can answer those needs together with solving environmental issue of plastic usage and increasing job opportunities for people in a community is an interesting business opportunity.
    The structure of this business plan is based on an understanding of the industry and current market trends. In order to capture a clear understanding of market and industry, a five forces model breakdown and SWOT analysis are utilized. Marketing mixes and TOWS matrix are applied to define the business strategies necessary for success. Lastly, the five-year forecasted financial statement is shown to estimate the feasibility of the business. A plan for scalable expansion is also introduced in the final section of this business plan.
    Reference: Sudsapda (2016). Coconut Journey. Retrieved April 7, 2019 from https://sudsapda.com/top-
    Paul Quimm (2018). Plastic or glass milk bottles? Crate expectations. Retrieved April 7, 2019
    From https://friendsoftheearth.uk/plastics/plastic-or-glass-milk-bottles-crate-expectations
    Ingrid (2010). Using Business Model Canvas for Social Enterprise Design. Retrieved April 9,
    2019, from http://cscuk.dfid.gov.uk/wp-content/uploads/2016/07/BMC-for-Social-Enterprise.pdf
    Post today (2016) Coconut market growing to 3.7 billion Thai Baht in global market. Retrieved
    April 12, 2019, from https://www.posttoday.com/market/news/459923
    Marketeer (2018). Will ready to drink coconut water be able to take over fresh coconut water
    or not? Retrieved April 14, 2019, from https://marketeeronline.co/archives/36684
    Maprao (2017). Maprao Organic coconut water. Retrieved April 15, 2019, from
    Kantaporn (2018). Y.Farmily: Nature is our chef. Retrieved April 15, 2019, from https://blog.bluebasket.market/2018/03/22/y-farmily/
    Siamturakij (2016). Hot Healthy Trend! Thai coconuts go worldwide with market growth of 50%. Retrieved May 2, 2019, from https://www.siamturakij.com/news/7847-50-?fbclid=IwAR08y7pLDVY525s91aClYgNBqIrKqqyC4kJhBL0wVjb_JXoS5YLcSY32xZ4
    Kru P’Nu (2017). How can we design coconut farm layout. Retrieved May 10, 2019, from https://www.blogcocosth.com/2017/07/%E0%B9%81%E0%B8%9B%E0%B8%A5%E0%B8%87%E0%B8%9B%E0%B8%A5%E0%B8%B9%E0%B8%81%E0%B8%A1%E0%B8%B0%E0%B8%9E%E0%B8%A3%E0%B9%89%E0%B8%B2%E0%B8%A7/
    Longtunman (2017). Foodland and Villa Market. Retrieved May 14, 2019, from http://longtunman.com/2162
    Witoon, P. (2016). Overview of Thai organic agriculture in 2016. Retrieved May 14, 2019, from http://www.greennet.or.th/article/411
    Pigabyte. (2018). Internet usage behavior of Thai people in 2018. Retrieved May 15, 2019, from https://www.marketingoops.com/reports/behaviors/thailand-digital-in-2018/
    Gepp (2019). GEPP: Solution for today trash management. Retrieved May 25, 2019, from https://gepp.me/about-us/
    TerraBKK. (2014). Financial Ratio 6: Payback Period (PB). Retrieved May 26, 2019, from
    Mike Wehner (2017). These tiny edible water bottles are almost completely pointless. Retrieved
    May 30, 2019, from https://bgr.com/2017/04/13/ooho-water-balls/
    Description: 碩士
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0106933053
    Data Type: thesis
    DOI: 10.6814/NCCU201900123
    Appears in Collections:[國際經營管理英語碩士學程IMBA] 學位論文

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