A business plan for Teak Specialty Coffee Shop
6
Issued Date
2024
Copyright Date
2020
Resource Type
Language
eng
File Type
application/pdf
No. of Pages/File Size
x, 68 leaves: ill.
Access Rights
open access
Rights
ผลงานนี้เป็นลิขสิทธิ์ของมหาวิทยาลัยมหิดล ขอสงวนไว้สำหรับเพื่อการศึกษาเท่านั้น ต้องอ้างอิงแหล่งที่มา ห้ามดัดแปลงเนื้อหา และห้ามนำไปใช้เพื่อการค้า
Rights Holder(s)
Mahidol University
Bibliographic Citation
Thematic Paper (M.M. (International Tourism and Hospitality Management))--Mahidol University, 2020
Suggested Citation
Pimonluk Kewlchum A business plan for Teak Specialty Coffee Shop. Thematic Paper (M.M. (International Tourism and Hospitality Management))--Mahidol University, 2020. Retrieved from: https://repository.li.mahidol.ac.th/handle/123456789/99393
Title
A business plan for Teak Specialty Coffee Shop
Author(s)
Advisor(s)
Abstract
The purpose of this research is to study consumer's insight in purchasing behavior of coffee consumption among young adults and middle youths in the Sathorn area to develop a marketing strategy, business model, and financial plan for 'Teak Specialty Coffee Shop'. The location of the shop is located in Soi Sathorn 13 which is the central business district in Thailand and is also surrounded by many schools, multinational companies, and Saint Louis Hospital. The research is a quantitative study and used questionnaires surveys to collect the data. The survey was conducted by interviewing 384 respondents aged between 18 to 44 years old and work/live/study in the Sathorn area. The results of the survey were analyzed by descriptive statistics in terms of percentage, frequency, and average. Furthermore, the T-test was calculated to analyze if the behaviors of young adults and middle youth were different. The overall results illustrate that the majority of respondents were office employees, accounting for 50.4 percent. Fresh coffee was the most preferable type of coffee, and this type was the most often consumed. Most of the respondents, approximately 81.3 percent, drank one or two cups per day. The top three purchase intention factors were the taste of coffee, price, and convenience. The most attractive promotions were 'free delivery' and 'point redemption'. Due to the high demand for specialty coffee within young adults and middle youths, 'Teak Specialty Coffee Shop' has an opportunity to start the business in the Sathorn area. Therefore, the marketing strategies (price, place, product, and promotion), business model, and financial plan for 'Teak Specialty Coffee Shop' are formulated based on the research results.
Description
International Tourism and Hospitality Management (Mahidol University 2020)
Degree Name
Master of Management
Degree Level
Master's degree
Degree Department
International College
Degree Discipline
International Tourism and Hospitality Management
Degree Grantor(s)
Mahidol University