3 the threat of new entrants new entrants have huge

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somewhat of healthy ice cream and has become a very popular substitute for ice cream. 3) The threat of New Entrants: New entrants have huge threats when entering into such large markets. New businesses entering into this market will have a threat of establishing brand identity and competing with huge established brands already having established market share[ CITATION Mic14 \l 1033 ]. 4) Bargaining Power of Suppliers: The bargaining power of suppliers is pretty low in this industry as the ice cream is first made from milk and there is endless milk and dairy supply in Thailand. 5) Bargaining Power of Buyers: The business profits are dependent on the bargaining power of the consumer and the amount of disposable income they have. Also, they have the power to choose whatever product they can buy, they can buy alternative products like low-fat ice cream than regular, etc. Consumers also are price sensitive now and since they have all this purchasing power this can become a threat for the business in determining their profits etc[ CITATION Ton06 \l 1033 ]. USP and Value Proposition Our unique selling point of the business that for creating ice creams our business shall only use milk that comes from organically fed cows and is kept according to the welfare standards. This will help us target a specific group of customers who are health conscious and environment conscious[ CITATION Mar09 \l 1033 ]. Another selling point will be providing low-fat ice cream only and replacing contents of sugar with healthy plants thus again targeting the ever health- conscious consumer. We shall give value for their money to the consumers; we shall provide all these high-quality products at affordable prices[ CITATION Pau171 \l 1033 ]. Primary research (questionnaires) We conducted a questionnaire regarding ice cream with several participants. Out of the total population, 76.9% were females and 23.1% males, with 53.8% being between the ages of 26 and 40 and 46.2% between 18 and 25. All of them eat ice cream. 53.8% eat ice cream 1-2 times per
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month, 38.5% eat it 3-4 times and only 7.7% eat more than 5 times a month. When asked about ice cream preferences, 38.5% preferred soft ice cream, 30.8% preferred hard ice cream, and 15.4% preferred organic and reduced fat ice cream. When asked about appropriate prices in Thailand regarding ice cream, 69.2% responded around 100 baht. When asked whether they like to dress their ice cream with toppings, 84.6% responded by yes and 15.4% responded by no. Every participant wanted the ice cream shop to offer promotions and when asked whether the feedback of customers will improve the quality and service of products, 92.3% responded by yes and only 7.7% said no. Capital Funding Option After all the calculations are done, the required capital that will be needed to establish the ice cream shop initially will be somewhat 30000THB since we are renting the shop in a not so expensive place at first. The capital funding options we can avail can be business loans from banks or schemes that provide loans to new startups. Other than that talking to some business people I know for investing won't be a bad option as well.
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  • Spring '16
  • ice cream

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