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研究生： Panisa Pochai
Panisa Pochai
論文名稱： A Case Study on Business Strategy of Japanese Restaurant Franchise in Thailand: The 70th Sushimai Japanese Restaurant Franchise
A Case Study on Business Strategy of Japanese Restaurant Franchise in Thailand: The 70th Sushimai Japanese Restaurant Franchise
指導教授： 謝劍平
Shieh, Chien-Ping
劉代洋
Liu, Day-Yang
口試委員: 鄭仁偉
Cheng, Jen-Wei
許馨方
Hsu, Hsin-Fang
學位類別： 碩士
Master
系所名稱： 管理學院 - 管理學院MBA
School of Management International (MBA)
論文出版年： 2022
畢業學年度： 110
語文別： 英文
論文頁數： 89
中文關鍵詞： Franchising 、Food and Restaurant Franchise 、Business Model Canvas 、Key Roles and Responsibilities of a Franchisee
外文關鍵詞： Franchising, Food and Restaurant Franchise, Business Model Canvas, Key Roles and Responsibilities of a Franchisee
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    • The trend of franchise business has been a globally significant business model in many industries, as a risk-reduction strategy of franchise, the ready-made business is provided by franchisor who arranges the franchise expansion through the standard operating procedure as an agreement between franchisor and franchisee. Since Thailand is a country where rich in raw materials with abundant natural resources, leading to being famous for the tourism industry in terms of food and attraction. Food and restaurant franchises have passionately become one of the fastest-growing businesses, eventually inspiring a great number of franchise businesses in Thailand, furthermore, there remains room for franchise growth amid the outbreak of the COVID-19 pandemic.

    The purpose of this research is to explore and analyze on business strategy of Japanese restaurant franchise in Thailand through the in-depth interview in terms of the company’s background and managerial decision, the business strategy, the problem, and challenge as well as future plan according to a case study of 70th Sushimai Japanese Restaurant Franchise in Suratthani Province in Thailand.

    The trend of franchise business has been a globally significant business model in many industries, as a risk-reduction strategy of franchise, the ready-made business is provided by franchisor who arranges the franchise expansion through the standard operating procedure as an agreement between franchisor and franchisee. Since Thailand is a country where rich in raw materials with abundant natural resources, leading to being famous for the tourism industry in terms of food and attraction. Food and restaurant franchises have passionately become one of the fastest-growing businesses, eventually inspiring a great number of franchise businesses in Thailand, furthermore, there remains room for franchise growth amid the outbreak of the COVID-19 pandemic.

    The purpose of this research is to explore and analyze on business strategy of Japanese restaurant franchise in Thailand through the in-depth interview in terms of the company’s background and managerial decision, the business strategy, the problem, and challenge as well as future plan according to a case study of 70th Sushimai Japanese Restaurant Franchise in Suratthani Province in Thailand.

    ABSTRACT i TABLE OF CONTENTS ii LIST OF FIGURES iii LIST OF TABLES iv CHAPTER 1 INTRODUCTION 1 1.1 Research Motivation and Background 1 1.2 Research Objectives 6 1.3 Research Content 6 1.4 Research Flowchart 8 CHAPTER 2 LITERATURE REVIEW 9 2.1 Franchising 9 2.2 Food and Restaurant Franchise 10 2.3 Five Forces Analysis 11 2.3.1 Rivalry among Existing Competitors 12 2.3.2 Threat of New Entrants 13 2.3.3 Threat of Substitute 13 2.3.4 Bargaining Power of Suppliers 13 2.3.5 Bargaining Power of Buyers 13 2.4 SWOT Analysis 14 2.5 Competitive Advantage 14 2.6 Business Model Canvas 15 2.7 Business Model Canvas for Food Franchise 17 CHAPTER 3 RESEARCH METHODOLOGY 19 3.1 Research Design 19 3.2 Data Collection Method 21 3.2.1 Primary Data collection 21 3.2.2 Secondary Data Collection 24 3.3 Data Analysis 24 3.4 Research Limitation 24 CHAPTER 4 INDUSTRIAL AND COMPANY ANALYSIS 25 4.1 Industrial Analysis 25 4.1.1 Japanese Restaurant Analysis 25 4.1.2 Five Forces Analysis 31 4.2 Company Analysis 34 4.2.1 The History 34 4.2.2 The Organizational Structure 35 4.2.3 Location 37 4.2.4 Operating Time and Platforms 38 4.2.5 Menu 42 4.2.6 SWOT Analysis 49 CHAPTER 5 CASE STUDY ANALYSIS AND DISCUSSION 53 5.1 Key Managerial Decisions on Starting 70th Sushimai Japanese Restaurant Franchise 53 5.2 Business model canvas of 70th Japanese Restaurant Franchise for Business Strategy 54 5.3 Key Roles and Responsibilities of A Franchisee 63 5.4 Problems and Challenges 69 5.5 The Future Plan 70 CHAPTER 6 CONCLUSION AND RECOMMENDATION 71 6.1 Conclusion 71 6.2 Recommendation 73 REFERENCES 75

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