| Author | Kriangkrai Songkittiphong |
| Note | A project submitted in partial fulfillment of the requirements for the
degree of Master of Business Administration (Executive)
International Business, Technology Management and Entrepreneurship |
| Publisher | Asian Institute of Technology |
| Abstract | My coffee business starts with the name of Latto cafe brand and in Latto cafe co.,ltd. It is
the new model of coffee shop business which is called "Ready-to-drink specialty coffee shop with
fresh brewed coffee taste." This company starts on Aug 2007. It invest 1.18 Million Baht, take 1.5
years operating period set up 7 branches of coffee shop by both company and franchisees and sell
coffee with new model of coffee shop. But, unfortunately, all branches are failed and closed.
Company lost 0.54 Million baht. The new model was launched unsuccessfully. We did not want to
close this company and waste retained 0.64 Million Baht. And we also did not want to run this
company more lost. I was responsible to recover this company. That is the cause of this company
project "Restructuring business model of Ready-to-drink coffee shop."
The main objective of this company project is "to recover Latto cafe company" and then I
must finish with recovery plan. Procedures to examine recovery plan is Review actual operation, summarize and analyze that operation with compatible business analytic tools, Identify major failure, Analyze restructuring concept, and Recommend recovery plan. Summarily, Latto cafe will restructure our business model from "Ready-to-drink specialty
coffee shop with fresh brewed coffee taste" to "Bottled espresso-brewed coffee for selling to
catering agent". I design new package of our coffee which is 180 ml. glass bottle. Target market is
medium size restaurant which have 60 - 100 Baht per one main dish. And positioning of my coffee
is premium beverage with reasonable price. Coffee price is 15 baht per bottle. |
| Year | 2010 |
| Type | Project |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Chairperson(s) | Sununta Siengthai; |
| Examination Committee(s) | Dimmitt, Nicholas J.;Badir, Yuosre ; |