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系統識別號 U0002-1606202012524400
中文論文名稱 BW海鮮商業計劃之研究
英文論文名稱 The Research of BW Seafood Business Plan
校院名稱 淡江大學
系所名稱(中) 經營管理全英語碩士學位學程
系所名稱(英) Master's Program in Business and Management (English-Taught Program)
學年度 108
學期 2
出版年 109
研究生中文姓名 楊麗玲
研究生英文姓名 Pattheera Wimoludomsit
學號 607585436
學位類別 碩士
語文別 英文
口試日期 2020-06-08
論文頁數 79頁
口試委員 指導教授-李旭華
委員-楊斯琴
委員-陳瑞陽
中文關鍵字 海鮮  泰國  商業計劃  批發業務管理  消費者細分 
英文關鍵字 Seafood  Thailand  Business Planning  Wholesale Business Management  Consumer Segmentation 
學科別分類
中文摘要 店舖位於曼谷周邊泰國的BW Seafood是一家由小型家族企業擴展並採用新的市
場開發策略的公司; 它趕上了提供多種海鮮產品的其他消費者群體。 這些產品
是新鮮的,具有優質的品質,因為每天都會交付這些產品,以提高我們的庫存周
轉率,並儘快將公司拿到的產品推銷給我們的消費者。 在商業計劃中,商店的消
費者目標僅從零售商中分散開來,以從企業到消費者的方法中獲得啟發,將重點
更多地放在食用海鮮產品的單個家庭上。 這種方法是直接向最終購買者出售產品
的術語。
英文摘要 BW Seafood which the stores are located in Thailand around Bangkok area is the company that expanded from the small family business with a new market development strategy; it catches up with other groups of consumers that provides several kinds of seafood products. The products are fresh and have a premium quality because those are daily delivered for making high turnover of our stocks and pushing the products that the company gets in hand to our consumers as soon as possible. In the business plan, the stores’ consumer target spread out from only retailers to focus more on individual households who consume seafood products with getting an inspiration from the business to consumer approach. The approach is the term of selling products to end-purchasing consumers directly.
論文目次 Table of Contents
Chapter 1: Introduction - Page 1
1.1 Background of Company - Page 1
1.2 Company Information - Page 2
1.3 Motivation - Page 3
1.4 Business Purpose - Page 4
1.5 Strategic Planning - Page 4
1.6 The Research Process - Page 4
Chapter 2: Literature Review - Page 7
2.1 Business Model - Page 7
2.2 Business Plan - Page 9
2.3 Industry Overview - Page 10
2.4 Market Opportunity - Page 12
2.5 SWOT Analysis - Page 13
2.6 Competitor Analysis - Michael Porter’s Five Forces Analysis - Page 14
2.7 Consumer Behavior - Page 16
2.8 Marketing Mix (4Ps) - Page 18
Chapter 3: Marketing Research and Evaluation - Page 24
3.1 The Sources of the Information - Page 24
3.2 The Conduction of the Research - Page 24
3.3 The state of the questions in questionnaires - Page 25
3.4 The results of findings - Page 27
3.5 Evaluation consumers’ need to improve the company market - Page 39
Chapter 4: Analysis and Marketing Strategy - Page 40
4.1 Consumer Behavior Analysis - Page 40
4.2 SWOT Analysis of BW Seafood - Page 42
4.3 Competitor Analysis - Page 43
4.4 Product Strategy - Page 46
4.5 Price Strategy - Page 49
4.6 Place or Distribution Channel Strategy - Page 51
4.7 Promotion Strategy - Page 53
Chapter 5: Manufacturing and Process Management - Page 57
5.1 Manufacturing Location - Page 57
5.2 Operation Processes - Page 58
5.3 Inventory Management - Page 59
5.4 Project Time Management - Page 61
5.5 Human Resource Management - Page 62
5.6 Financial plan - Page 65
Chapter 6: Conclusion - Page 1

List of Figures
Figure 1: What is the Business Model - Page 7
Figure 2: Global Seafood Market - Page 10
Figure 3: Meat, Fish and Seafood Consumption Per Capita by Asia Pacific Market in 2014 - Page 10
Figure 4: Fish and Seafood Consumption Per Capita in Thailand between 1961 to 2013 - Page 12
Figure 5: SWOT Analysis - Page 13
Figure 6: Michael Porter’s Five Forces Analysis - Page 15
Figure 7: Marketing Mix (4Ps) - Page 18
Figure 8: Direct Distribution - Page 22
Figure 9: Indirect Distribution - Page 22
Figure 10: The pie chart of Respondents who have consumed Seafood - Page 27
Figure 11: The pie chart of how often that respondents consumed Seafood - Page 27
Figure 12: The bar chart of the factors that respondents consider when they are going to buy Seafood products - Page 28
Figure 13: The bar chart of the places where respondents usually purchase Seafood products - Page 29
Figure 14: The bar chart of the advertising channels that provide the highest influence on purchase intention - Page 30
Figure 15: The pie chart of the respondents who are interested in BW Seafood products - Page 31
Figure 16: The pie chart of the respondents who want to try BW Seafood products - Page 31
Figure 17: The pie chart of the respondents who are allergic to Seafood - Page 32
Figure 18: The bar chart of the kinds of Seafood that respondents like to eat - Page 32
Figure 19: The bar chart of the places where respondents prefer to buy BW Seafood - Page 34
Figure 20: The pie chart of the provided advertising channel to influence on purchase intention for BW Seafood - Page 34
Figure 21: The pie chart of the sales promotion that influence respondents to purchase BW Seafood - Page 35
Figure 22: The pie chart of the respondents’ gender - Page 36
Figure 23: The pie chart of the respondents’ ages - Page 36
Figure 24: The pie chart of the respondents’ monthly income - Page 37
Figure 25: The pie chart of the respondents’ nationality - Page 38
Figure 26: The pie chart of the respondents’ occupation - Page 38
Figure 27: Charoen Pokphand Foods (CPF) - Page 43
Figure 28: My choice - Page 44
Figure 29: Prantalay - Page 44
Figure 30: BW Seafood’s Logo - Page 46
Figure 31: kinds of seafood products under BW Seafood - Page 47
Figure 32: BW Seafood distribution channel chart - Page 52
Figure 33: Tesco Lotus - Page 53
Figure 34: Tops Market - Page 53
Figure 35: BigC Supercenter - Page 53
Figure 36: Gourmet Market - Page 53
Figure 37: Samut Sakhon on the map - Page 57
Figure 38: Industry Area in Mahachai, Samut Sakhon province -Page 58
Figure 39: Operation Process - Page 58
Figure 40: Organization Chart - Page 62

List of Tables
Table 1: The conduction of the Research - Page 24
Table 2: The objective for asking questions in general information - Page 25
Table 3: The objective for asking questions in specific information - Page 26
Table 4: The objective for asking questions in personal information - Page 26
Table 5: Frequency and percentage of respondents who have
consumed Seafood - Page 27
Table 6: Frequency and percentage of how often that respondents consumed Seafood - Page 27
Table 7: Percentage of the factors that respondents consider when they are going to buy Seafood products - Page 28
Table 8: Percentage of the place where respondents usually purchase Seafood - Page 29
Table 9: Percentage of the advertising channels that provide the highest influence on purchase intention - Page 30
Table 10: Frequency and percentage of the respondents who are interested in BW Seafood products - Page 31
Table 11: Frequency and percentage of the respondents who want to try BW Seafood products - Page 31
Table 12: Frequency and percentage of the respondents who are allergic to Seafood - Page 32
Table 13: The preference of kinds of Seafood that respondents like to eat - Page 33
Table 14: The preference and percentage of the places where respondents prefer to buy BW Seafood - Page 34
Table 15: Percentage of the provided advertising channel to influence on purchase intention for BW Seafood - Page 35
Table 16: Frequency and percentage of the sales promotion that influence respondents to purchase BW Seafood - Page 35
Table 17: Percentage of the respondents’ gender - Page 36
Table 18: Frequency and percentage of the respondents’ age - Page 37
Table 19: Frequency and percentage of the respondents’ monthly income - Page 37
Table 20: Frequency and percentage of the respondents’ nationality - Page 38
Table 21: Frequency and percentage of the respondents’ occupation - Page 39
Table 22: My CPF products’ prices in each product lines - Page 43
Table 23: My Choice products’ prices in each product lines - Page 44
Table 24: Prantalay products’ prices in each product lines - Page 44
Table 25: The average seafood products’ prices in the marketplace - Page 49
Table 26: Products’ prices of BW Seafood need to set in the first stage - Page 50
Table 27: Products’ prices of BW Seafood will set in the next stage - Page 50
Table 28: Position and Salary (Per month) - Page 64
Table 29: Estimating Budget of BW Seafood - Page 65
Table 30: Investment capital sources - Page 66
Table 31: Break-Even Units - Page 67
Table 32: Break-Even Sales Revenue - Page 68
Table 32: Estimation of Expenses - Page 69
Table 33: BW Seafood Initial Balance Sheet - Page 70


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