Double Tea café在曼谷, 泰國開咖啡廳. 我們的咖啡廳賣泰國茶跟台灣茶。          我們選擇天然和高品質的原料作為愛喝茶的曼谷人，因為咖啡館位於城市百貨商店的中心。 咖啡廳主要提供來自泰國和台灣的傳統茶和創意茶。我們還提供多種茶口味的軟冰淇淋，客戶可以選擇多種泰式和台式的配料。
長期以來，茶一直是一種受歡迎的產品，但傳統的茶，曾經是老年人的飲料，      現在對市場越來越感興趣。 茶被認為是巨大的飲料市場的一部分，而不是孤立的。 市場上的大多數玩家都專注於日本和台灣的茶葉品牌。 Double Tea café仍有更大的發展空間，因為我們在一家咖啡館擁有將泰國和台灣茶風格相結合的獨特理念。然而，強調質量和經驗的營銷策略可以解決障礙，因為Double Tea咖啡館旨在成為茶業的未來領導者。

Double Tea café is a startup business in Bangkok, Thailand. The café mostly serves tea drinks from Thailand and Taiwan. We select natural and high quality ingredients targeting upper middle tea lovers in Bangkok as the café is located in the heart of the city department store. The café mostly offers traditional tea and creative tea from Thailand and Taiwan, We are also offering soft-serve ice-cream in many tea flavors with the customer can choose many kinds of topping with Thai and Taiwanese style. 
Tea has been a popular product for a long time but traditional, which was used to be drink for the elderly, is now getting more interest in the market. Tea is considered to be apart of the huge beverage market, not in isolation. Most players in the market are focusing on Japanese and Taiwanese tea branding. Double Tea café still has more room to grow as we have the unique concept that combined Thai & Taiwanese tea style in one café. However, the marketing strategy emphasizing quality and experience could be solution to the obstacle as Double Tea café aims to be the future leaders of the tea industry.

Table of Contents
摘要(Abstract)	I
Abstract	II
Acknowledgement III
1. Introduction	1
1.1 Background	1
1.2 Motivation	1
1.3 Purpose	2
1.4 Research Flow	2
2. Literature Review	4
2.1 Industry Overview	4
2.2 The Market	5
2.3 Theory of Business Model	6
2.4 10 Project Management Knowledge Areas	8
3. Strategy and Analysis	12
3.1 Business Model canvas	12
3.2 Product and Services	16
3.3 Marketing Strategy	19
3.4 Branding Strategy	22
3.5 Positioning strategy	23
3.6 Pricing Strategy	24
3.7 Situation Analysis	24
3.8 Competitor Analysis	24
3.9 Business opportunity	29
4. Project Planning and Management	30
4.1 Operational Plan	30
4.2 Project Scope and Time management	31
4.3 Project Cost Management	32
4.4 Project Quality and Risk Management	35
4.5 Project Human Resource Management	37
4.6 Project Communications Management	39
4.7 Project Procurement Management	40
4.8 Project Stakeholder Management	41
5. Conclusion and Recommendations	44
References:	46

Figure 1 Tea Consumption Per Capita in Thailand 	5
Figure 2 The 9 Building Blocks	8
Figure 3 The 10 Project Management Knowledge areas 	9
Figure 4 Picture of Thai Tea Menu Example 	17
Figure 5 Picture of Taiwanese Tea Menu Example	17
Figure 6 Picture of Soft-serves Ice-cream Tea flavors Example	18
Figure 7 Picture of Thai & Taiwanese toppings style	18
Figure 8 Double Tea café logo	22
Figure 9 Perceptual Positioning Map	23
Figure 10 Pictures of Cha Tra Mue	25
Figure 11 Pictures of KOI Thé café	26
Figure 12 Pictures of Brown café	27
Figure 13 Pictures of Seoulcial Club 2017	28
Figure 14 Location of Siam Paragon	30
Figure 15 Organizational Chart	38







List of Tables

Table 1 Estimating Startup Budget	32
Table 2 Types of Investment and Proportion	33
Table 3 Position and Salary	38
Table 4 Initial Investment	41
Table 5 Wage expense	42
Table 6 Double Tea café Co, Ltd. Initial Balance Sheet	43

1.	“Tea Industry in Thailand.” Food Intelligence Center Thailand, Oct. 2015, fic.nfi.or.th/MarketOverviewDomesticDetail.php?id=80

2.	‘Tea Consumption Per Capital in Thailand.” Heigi Library, www.helgilibrary.com/indicators/tea-consumption-per-capital/thailand/

3.	What is a Business Model, Peter Drucke AUG 2018 
https://www.feedough.com/what-is-a-business-model/

4.	The 9 Building Blocks, JUL  2014,
 https://iammoulude.files.wordpress.com/2014/07/untitled-3.png

5.	Project Management : The 10 Project Management Knowledge areas, May 2018
https://www.projectmanager.com/blog/10-project-management-knowledge-areas

6.	Mandhachitara, R. and S. Allapach (2017). "Small business performance in Thailand: key success factors." Journal of Research in Marketing and Entrepreneurship 19(2): 161-181.

7.	Thitipankul, Nhampit. “Master’s Thesis, Srinakharinwirot University.” Factors That Influence Tea Drinking Behavior, 1999

8.	Sirikanjanawong, Nutpracha. “Tea Beverages Project: Study Case Master Tea.” Tea Beverages Project: Study Case Master Tea. 2015