指導教授：林修葳臺灣大學：企業管理碩士專班陳燕玲Duangkha, NattawanNattawanDuangkha2014-11-302018-06-292014-11-302018-06-292014http://ntur.lib.ntu.edu.tw//handle/246246/263723Unique and stylishapartment in the center of Bangkok is demanded by the epicurean consumers.Demandof nice residence gradually increases along with the increased income of the targeted customers.Green Home apartment will be well fit with the customers’ changed life style and needs.Moreover, market responses will also fulfill Green Home apartment’s business. Thus this small scale business will be sustainable and profitable.Table of Contents 1.0 Executive Summary 1 2.0 Company Summary 2 2.1 Company Ownership 2 2.2 Start-up Summary 3 2.3 Organization Structure 5 3.0 Product and Service 6 3.1 Product Description 7 • Location 8 • Design 9 • Construction 13 3.2 Service Description 16 • Facilities 16 • Contracts 16 • Monthly Rate Fee 17 4.0 Analysis 18 4.1 Environmental Analysis (PESTEL) 18 4.2 Industry Analysis (5 Forces Analysis) 24 4.3 Customer Analysis (Questionnaire) 27 4.4 Competitor Analysis 28 4.5 Situation Analysis (SWOT) 30 5.0 Production Plan 33 5.1 Location 33 5.2 Apartment Blue Print 34 5.3 Production Milestone 37 6.0 Marketing Plan 37 6.1 Target Marketing (STP) 37 6.2 Marketing Strategy (4Ps) 41 7.0 Financial Plan 43 7.1 Important Assumptions 43 7.2 Profit and Number of Room Analysis 44 7.3 Pro Forma Income Statement 45 • Monthly Total Operating Revenue and Net Earnings 45 • Yearly Total Operating Revenue and Net Earnings 46 7.4 Pro Forma Cash Flow 47 7.5 Pro Forma Balance Sheet 48 7.6 Key Financial indicators 49 7.7 Opportunity Cost 49 7.8 Business Ratios 50 8.0 Risk Analysis 50 8.1 Sensitivity Analysis 50 8.2 Income Tax Law Changing 51 8.3 Natural Disasters 51 References 53 Appendix 1: Questionnaires 56 Appendix 2: Discount Rate Calculation 60 Appendix 3: Pro Forma Financial Statement 6314163122 bytesapplication/pdf論文公開時間：2014/01/27論文使用權限：同意有償授權(權利金給回饋學校)專案曼谷綠thesishttp://ntur.lib.ntu.edu.tw/bitstream/246246/263723/1/ntu-103-R00749048-1.pdf