herbies ice cream

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1 2 4 5 6 6 10 14 14 18 18 21 22 27 30 31 31 32 33 34 39 39 43 46 46 52 53 54 55 57 59Sensitivity Analysis 61 62 62 / 63 64 67 69 (Blind Test) 72 74 (Blind Test) 81 85 10% 100 15% 115 1 6 2 8 3 19 4 28 5 29 6 32 7 (Kiosk) 33 8 42 9 45 1 46 2 47 3 2002-2006 52 4 2002-2006 53 5 2002-2006 54 6 2002-2006 55 7 57 8 58 9 59 10 (Sensitivity Analysis) 61 11 65 Herbies Ice Cream (Executive Summary) (Ambrosia Co.,Ltd) 2545 Ambrosia Herbies Ambrosia 2 (Kiosk) (Ambrosia Co.,Ltd) (Kiosk) 2545 (Kiosk) 10 2545 Ambrosia (Kiosk) 5 2546 3 2547 (Ambrosia Co.,Ltd) 40 2545 75 2546Ambrosia 29 13-15 Ambrosia 20% 5% (Ambrosia Co.,Ltd) 2545 8,137,330 2546 2547 35,004,590 52,828,770 65% 35% (Ambrosia Co.,Ltd) 1,707,741 1,773,724 5,492,026 2546 2547 3 NPV 6,537,067 IRR 46% (2545-2546) (Ambrosia Co.,Ltd) (Market Share)3% Premium 5% (2547-2549) Brand Herbies (Ambrosia Co.,Ltd) Menu Herbies Ambrosia (Word of mouth marketing) (Ambrosia Co.,Ltd) (Ambrosia Co.,Ltd) (Research and Development) 3% (Franchise) Mission and Goals Mission Goals .. 2545 25461. 15 2. 75 3. Premium 3%4. (Gross Margin) 65% 35% .. 2547 25491. 20 2. 2503. Premium 5%4. (Gross Margin) 65% 35% 5. 6. .. 2550 25551. 2. 3. 4. (Gross Margin) 70% 35% 5. 6. 7. 8. (Ambrosia Co.,Ltd) 2545 Ambrosia Herbies Premium Ambrosia 2 ( ) (Market Situation) 1 (Pint) 15-20% 5 8 Home made ( ) 3 1 2543 : 1. (Super premium ice cream) 2-3 % () (Kiosk) 2. (Premium ice cream) 17 % 900 3 Market Share by Grade (Included Local&Home made Ice cream)Premium 12% >900 MB.Medium Class 50 %>4,000 MB.Home made&Local 38% >3,000 MB.Super Premium1% > 80 MB.2.1 (Swensens ice cream) () 60 70 % (Delivery) 2.2 (Baskin Robbins ice cream) () 20-30% () 2.3 (Buds ice cream) 10% 3 - 25-30 (Quart) 30% 10% 2 2 3. (Low to medium class ice cream) 4,000 80% ( ) 3 3.1 (Walls ice cream) () 70-80 %3.2 (Nestle ice cream) 3.3 (Magnolia united ice cream) Market Share of Premium and Super Premium Ice CreamSwensens70%Hagen Daaz3%Baskin Robbins20%Buds7% 15 20% 30% 10 15% 10% 70% 80% Home-made 2540 14% Home made Home-made (Competitor Analysis) Take home Premium Take home 100 250-290 Quart 500-600 750-1,000 20 (Direct and Indirect Competitor)Herbies Herbies (Direct Competitor) Herbies 3 1. World Trade Center Emporium 12 15 22-29 Mass media PriceDiscrimination 2. Home-made 1 Summer Issue 2544 35-40 3. (Word of Mouth) Swensens Buds Baskin Robbins Hagen Dazs Swensens 60-70% 100 (Economy of Scale) Baskin Robbins Swensens Swensens (Market leader) (Indirect Competitor) SWOT ANALYSIS STRENGHT1. 2. (High Value Added)3. 4. First Mover WEAKNESS1. 2. Five Force Model1. Rivalry among competing sellers (Gross Margin) 50-80% Home-made 2. Potential entry Home-made 3. Substitute product 4. Power of buyer 2 Home-made 5. Power of supplier Supplier ( ) Home-made Supplier Core benefit First mover Brand recognition Bargaining power from buyers OPPORTUNITY1. 2. THREAT1. 2. 3. Management Team 1. 27 : Managing Director2535 2539 2542 2544 ../2539 ../2540 Assistant Auditor Ernst&Young../2540 CPA (Certified Public Accountant)../2540 Assistant Manager 2. 28 : Head of Manufacturing2534 2538 2542 2544 ../2538 () 3. 29 : Head of Finance & Accounting2533 2537 2542 2544 ../2537 - 4. 26 : Head of Marketing & Sales2535 2539 ()2542 2544 ../2539 ../2544 Technical Service Executive ()../2544 Sale Executive ()Managing Director Manufacturing Marketing and Sales Finance& BusinessAccounting Development 3 Business Development ( ) Business Development 2 1. 2544 - - - - - 3- 2. 2 2.1 25442.2 2544 79% Herbies (Kiosk)1) 3 14.00-17.00 . 14 2544 18.00-20.00 . 25 25442) 7 14.00-17.00 . 18 2544 18.00-20.00 . 31 2544 - 15-30 - 20,000 20,000 - (Life style) 4 - - - - Herbies Herbies - 2 150 Herbies 1. (>50 ) 18.00 21.00 . 14 2544 25 25442. (>50 ) 18.00 21.00 . 9 2544 26 25443. (20-50 ) 18.00 21.00 . 18 2544 22 25444. (20-50 ) 18.00 21.00 . 31 2544 10 2544 . - 1:5 5 1 2 1 50 1 3 30 3 ( )= (1/5)*50*3*2= 60 ( )=(1/5)*30*3*2= 36 20 - - (Lift Style) - - - - 2 1) 2) (Kiosk) kiosk 1. 2. 3. (Lift style) - - - - Kiosk 15 30 20,000 Household income per month (Bath) 10 15 20 30 >30 4 Life Style >50,000 50,000 40,000 30,000 20,000Age () 1. 2 2. Kiosk 3. (Lift style) - - - - 20 20 50 5 Life Style (POSITIONING) (Kiosk) (Health Foods) Slogan Herbies (More Healthy More Delicious) Premium (PRODUCT) 3 1. (Fruit) (Custard Apple) (Marian Plum) (Tamarind) (Longan) (Passion Fruit) (Lychee) (Mixed Fruit) (Mangosteen) (Grape)2. (Herbal) (Black Seasame) (Lemon Grass) (Mulberry Leaf) (Sweet Basil) (Kaffirlime) (Corn)3. (Flower) (Ladys Finger) (Pandan) (Chysan) (Mussel-shell creeper) (scoop) (PRICE) (RETAILING CHANNEL) (scoop) 29 Herbies (High value added) (WHOLESALE CHANNEL) 13 15 (PLACE) (RETAILING CHANNEL)- 15 30 20,000 (Kiosk) 48% Emporium - 9% (Kiosk) ABAC (WHOLESALE CHANNEL) 19% 48% Herbies (PROMOTION) (RETAILING CHANNEL)- 1 1 - - 3 2.64- - - - (WHOLESALE CHANNEL)- Incentive 29 / 13-15 / 14-16 /- - (Point of Purchase) (ACTION PLAN) (PRODUCT) 2 - 2545 - 2545 - 2545 - 2546 - 2546 (PLASE).. 2545 (RETAILING CHANNEL)- 1 Kiosk - - Emporium - World Trade Center- - Silom Complex Seacon Square (WHOLESALE CHANNEL)- 10 3 7 - 20 6 14 - 40 14 26 .. 2546 (RETAILNG CHANNEL)- - (WHOLESALE CHANNEL) 75 (PROMOTION) (RETAILING CHANNEL) - 1 1 Kiosk 1 1 Kiosk - - 3 3 70 - 20 2543 - - 18 - 1 (WHOLESALE CHANNEL)- Incentive Incentive 10 13-15 29 /- - 400 - POP (Point of Purchase) 2545 1. (Fruit) 2. (Herbal) 3. (Flower) - - - - - . . - - Herbies .. 2545 .. 2545 .. 2545 .. 2545 .. 2545 8 (Kiosk) 3-5 12,500 2 - 300 / 40 / Batch/.- - Supplier - - - - - - Whipping Cream MRP (Material Requirement Planning) 5 3 2 1. 2. 3. Whipping Cream 4. 160 (Batch) 1 40 8 5 Kiosk 300