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台泰早餐 : 泰國曼谷的台灣早餐店

為了解決PPTVHD36的問題，作者安凱達 這樣論述：

Breakfast business all around the globe is now on the growing trend and several multinational companies in quick-service restaurant industry have shifted their focus on this high potential business. This has sparked the competition between those giants and local companies. In Taiwan, the local brea

kfast players have high competencies to compete with the competitors from the west and become famous as a part of Taiwanese modern culture and cuisine. Taiwanese local businesses and companies improve their business structure and processes using technology, and also cherish their own values and uniq

ueness, which can be described as “fresh, delicious, cheap and easy access”. Thailand, at the same time, also have both foreign players, such as McDonalds and KFC, and local players, such as 7 – Eleven and local restaurants in the breakfast business. However, there is no big player in this market an

d people usually rely their stomachs in the morning on food stalls on the streets across the city. However, the sources of breakfast for urban dwellers have been facing some issues. Street food sellers face a serious law enforcement by the city authorities, the frozen foods from the convenience stor

es and fast foods from western chains are considered not cheap and questioned by consumers about their healthiness or sometime about the company’s governance. In this regard, Tai Thai Breakfast has occured in order to fulfill the gap in the city breakfast market as well as differentiate the business

from existing competitors.The pilot survey has conducted to explore the potential customers’ behavior and preference for their breakfast. The result shows that more than half of the city inhabitants eat breakfast every day, while the supply can be considered as limited as the survey shows that peop

le want more options for their first meal of the day. The term option can refer to both food and food provider. There are many types of food to be selected as a breakfast but most of them are also the foods people consume in the other dayparts. For food provider, there are two main sources – street

food providers and convenience stores. Moreover, the survey presents that the potential customers give positive feedback to Taiwanese-style breakfast as it can fulfill their needs as a new option for their morning meal and the food itself also looks tasty and convenient to eat, which they are willin

g to buy.Tai Thai will gain the competitive advantage of being the only one who provides Taiwanese-style breakfast in the city. At the same time, it will introduce the new way of ordering and consuming breakfast. Customers can order the foods either at the outlet or via the website and grab their or

ders at the outlets they prefer. Tai Thai will also have some types of their foods being sold at the beverage shop partners and customers can just have them when they buy their favorite drinks. These various selling channels will also help in maintaining the quickness in making orders and managing c

apacity of the outlets when there are many customers buying the foods. Besides, various marketing campaigns will be held and communicated to promote the company, outlets’ location, products, monthly promotion, and to encourage customers to order online. The marketing approaches are aimed to not only

establish Tai Thai branding but also to eliminate the food production and outlet capacity problems that might occur.At the initial stage of operation, Tai Thai will have 16 outlets operated across the city with estimated 97 beverage shop partners. All of the support functions, which are Accounting

and Finance, Human Resources, Sales and Marketing, and Purchasing will be operated in the office that is separated from the breakfast outlets including the quality control management – one of the major issues that the company prioritizes. Tai Thai will strive to establish working manuals for each po

sition to affirm that the working standards will always be met as well as arranging the training session for cooks and outlet admins before actual operation at the outlets. In addition, the company will strive to establish and transfer the company values to each employee through its internal trainin

g and outing, and provide competitive salary package to employees as to motivate and maintain them.As for the financial aspect, Tai Thai will have THB 1,200,000 from partners to be the authorized capital when register and to use in the initial operation. However, the total estimated startup cost for

the first 4 months before full operation will be THB 8,265,100. Therefore, the amount of THB 9,000,000 will be borrowed to support Tai Thai’s startup period and financial condition before gaining profit, which Tai Thai is expected to start seeing monthly profit in the ninth month of the first year

based on the estimated financial plan.