Business plan for healthy coconut milk ice cream
1
Issued Date
2021
Copyright Date
2021
Resource Type
Language
eng
File Type
application/pdf
No. of Pages/File Size
xiii, 78 leaves : ill.
Access Rights
open access
Rights
ผลงานนี้เป็นลิขสิทธิ์ของมหาวิทยาลัยมหิดล ขอสงวนไว้สำหรับเพื่อการศึกษาเท่านั้น ต้องอ้างอิงแหล่งที่มา ห้ามดัดแปลงเนื้อหา และห้ามนำไปใช้เพื่อการค้า
Rights Holder(s)
Mahidol University
Bibliographic Citation
Thematic Paper (M.B.A. (Business Administration))--Mahidol University, 2021
Suggested Citation
Tarika Thawornjiraungkul Business plan for healthy coconut milk ice cream. Thematic Paper (M.B.A. (Business Administration))--Mahidol University, 2021. Retrieved from: https://repository.li.mahidol.ac.th/handle/123456789/114971
Title
Business plan for healthy coconut milk ice cream
Author(s)
Advisor(s)
Abstract
The inspiration for this business originated from a desire to add value to a current family-owned coconut farm, with the objective of this research being to examine the factors important to target customers and the key success features of a product that will increase market penetration and growth potential. According to 400 responses, Thai people aged 24–65 living in Bangkok are willing to try a healthy coconut milk ice cream; consequently, all ice cream flavors under the brand "Just CoCo" will use coconut milk as a base. In response to Thailand's health trends, the brand reduces fat and sugar while using healthy fat replacers, offering nine flavors initially since variety was a significant factor for the majority of participants. Prices are set at 55 and 65 Baht based on the finding that most respondents are willing to pay between 50 and 100 Baht. Moreover, as consumers typically purchase from physical stores to consume while walking, the store is designed to be small with limited seating and will be located in the Ratchadaphisek area to capture both Thai and foreign customers near the Train Night Market and Esplanade Ratchadaphisek. Financially, the business expects an 8.67% revenue growth rate in line with the ice cream industry, yielding a Net Present Value (NPV) of 801,514.93 Baht, an Internal Rate of Return (IRR) of 45.03%, and a two-year payback period, confirming the investment is worthwhile. The implications of this thesis are manifold, as the information provided benefits those aspiring to open their own ice cream shops by offering comprehensive data on customer demographics, behaviors, and market preferences, while the analysis of the industry and competitors serves as a practical guide for effective business plan design.
Degree Name
Master of Business Administration
Degree Level
Master's degree
Degree Department
International College
Degree Discipline
Business Administration
Degree Grantor(s)
Mahidol University