Thanarerk ThanakitsombatVarang WiriyawitSasinipha Cheaudomsap2026-01-082026-01-08202220262022Thematic Paper (Master of Business Administration (Business Administration))--Mahidol University 2022)https://repository.li.mahidol.ac.th/handle/123456789/113899Functional drinks industry is in high demand and grows faster than other segments in Thailand. Therefore, there was an opportunity for new players to enter the market by offering products that meet customer demand and mitigate customer pain points. The objective of this study was to validate customers' insights in terms of functional drink behavior and customer experiences. To gain customer insight information, data were collected from 400 working people living in Bangkok or metropolitan areas through an online questionnaire via Google Forms. Descriptive statistics were used to analyze the data. The initial investment was 2,046,196.15 THB, where the capital was derived entirely from equity, with no debt. The expected growth rate increased by 13.30% in accordance with the growth rate of the functional drink market. The brand estimated the products sold at 582 bottles/day or 209,322 bottles/year, which could considerably generate profit. As a result, the first-year project revenue was 1,963,854.79 THB. The project’s capital budgeting determined an NPV of 14,196,475.16 THB, an IRR of 97.43%, and a payback period of 1.92 years. Hence, the VIT-POP project was feasible and worthwhile to invest in. Implication of the thematic paper: This business plan was beneficial for a new start-up company in developing a prototype and designing marketing strategies for launching a new product into the functional drink market, as well as for financial planning and risk management.xv, 96 leavesapplication/pdfengผลงานนี้เป็นลิขสิทธิ์ของมหาวิทยาลัยมหิดล ขอสงวนไว้สำหรับเพื่อการศึกษาเท่านั้น ต้องอ้างอิงแหล่งที่มา ห้ามดัดแปลงเนื้อหา และห้ามนำไปใช้เพื่อการค้าEnergy drinks -- ThailandCapital budget -- Thailand.Business planning -- ThailandM.B.A. (2022)Business Administration (Mahidol University 2022)Master ThesisMahidol University