Dissatat PrasertsakulThanarerk ThanakijsombatNongnapas Yuwapan2024-01-102024-01-10202020202024Thematic Paper (M.B.A. (Business Administration))--Mahidol University, 2020https://repository.li.mahidol.ac.th/handle/20.500.14594/92092Business Administration (Mahidol University 2020)In today's society, the plastic waste becomes a big issue in Thailand that impacts directly on living things, especially marine life and human. Human uses a large number of plastic packagings without noticing the negative impacts on animals, ecosystem, and our world. MACUP company provides the specific products with various features to reduce the plastic waste issue, particularly plastic cup. It is called Collapsible Stainless Steel with 2 in 1 Functions Cup . In terms of analysis, the environmental trend today's society is quite popular. Most people are willing to pay the higher price for the environmental products as they want to see something that has been changed in better way. It is a good opportunity for MACUP company to launch the product: Collapsible Stainless Steel with 2 in 1 Function Cup in the market. This study applies both the quantitative and qualitative approach by the distributing questionnaires randomly to whoever is the target respondent and the in-depth interview from the Thai companies who involves in the CSR and SE field and seek for the eco-friendly premium products for their customers respectively. Also, the purposes of this business plan were as follows: (1) to investigate the feasibility and possibility of MACUP company along with the potential of the company to enter the market, (2) to study the estimated number of reducing the plastic cup per year and to examine some awareness on people to concern more about the environmental issue, especially the plastic waste in the ocean, and (3) to find out more about the attitudes, behaviours, awareness, and opinions toward the collapsible stainless steel with 2 in 1 function cup. Also, to see whether MACUP company can serve the customers' needs and solve their pain point, and have the potential to gain the market share in the personal cup market.xii, 110 leaves : ill.application/pdfengผลงานนี้เป็นลิขสิทธิ์ของมหาวิทยาลัยมหิดล ขอสงวนไว้สำหรับเพื่อการศึกษาเท่านั้น ต้องอ้างอิงแหล่งที่มา ห้ามดัดแปลงเนื้อหา และห้ามนำไปใช้เพื่อการค้าBusiness planningMaster ThesisMahidol University