Is the Thai market ready for health-conscious food concepts? : overall study and proposition of a healthy ice yogurt and fresh juice bar | |
| Author | Vimard, Guillaume |
| Call Number | AIT RSPR no.SM-05-32 |
| Subject(s) | Natural foods--Thailand Yogurt--Thailand |
| Note | A research study submitted in partial fulfillment of the requirements for the degree of Master of Business Administration, School of Management |
| Publisher | Asian Institute of Technology |
| Series Statement | Research studies project report ; no. SM-05-32 |
| Abstract | The market for food franchise has been flourishing since Thailand surely recovered from the 1997 financial crisis. The development of shopping malls is the best display of this phenomenon. The dairy market in Thailand is said to be developed and compared to one in South Korea and Taiwan. The dairy market starts nowadays to usurp traditional dietary staples; the farming sector is becoming more efficient; the western-style supermarkets have been widely accepted; we see the emergence of higher value-added product with quality discernment. Thanks to the Thai context (food curiosity, rise of middle class, good indicators for the dairy market as mentioned above) along with the health and well-being trend, the study will try to demonstrate that the Thai consumers have now moved towards a healthier choice for food - at least among the Bangkok population. Using the techniques of Branding and positioning, the research will eventually try to develop a health-conscious food concept based on ice yogurt and fruit juice. |
| Year | 2005 |
| Corresponding Series Added Entry | Asian Institute of Technology. Research studies project report ; no. SM-05-32 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Johri, Lalit M.; |
| Examination Committee(s) | Tang, John C.S.;Dimmitt, Nicholas J.; |
| Degree | Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 2005 |