Business plan of blooming tales : a handmade paper flower brand for corporate gifting in the ASEAN market

Name: Hua, Thi Thuy

keyword: Whitening skincare

; Thai cosmetic market

; Bio solutions

; Strategic design

; Localization

; Standardization

; Consulting strategy

Abstract: Corporate gifting plays an important role in ASEAN business culture. However, the current market is fragmented between mass-produced, generic products and high-end options with high costs. This gap makes it difficult for companies to select gifts that are meaningful, brand-aligned, sustainable, and scalable for large orders. This business plan for Blooming Tales, a handcrafted paper flower brand, is developed to examine the feasibility of entering the corporate gifting market in the ASEAN region, with a primary focus on Vietnam and Thailand. To address this issue, the study develops a comprehensive business plan supported by primary market research. A quantitative survey was conducted with 117 respondents who are directly involved in corporate gifting decisions across ASEAN markets. The research analyzes gifting occasions, order volumes, challenges with current suppliers, product preferences, acceptable price ranges, delivery expectations, and purchase intention. The results indicate strong demand for corporate gifts that offer high levels of customization, premium presentation, and a sustainability focus. Most respondents prefer price ranges between USD 15 and USD 50 per unit, with acceptable delivery times of one to two weeks. The Blooming Tales product concept received a high level of appeal and strong purchase intention, indicating clear market acceptance. Based on these findings, the study proposes a made-to-order production model supported by a template-based design system, which balances visible customization with operational efficiency. Financial analysis using conservative assumptions shows that the business can achieve profitability in the first year, reach break-even within 12–18 months, and generate attractive returns while remaining a self-funded startup. Overall, the study demonstrates that a handcrafted B2B business positioned in the affordable-premium segment is strategically and financially feasible in the rapidly evolving ASEAN corporate gifting market, where there is a growing preference for environmentally friendly and personalized products.

Thammasat University. Thammasat University Library

Address: BANGKOK

Email: preserv@tu.ac.th

Name: Swierczek, Fredric William

Role: advisor

Created: 2025

Modified: 2026-04-30

Issued: 2026-04-30

วิทยานิพนธ์/Thesis

application/pdf

DOI: 10.14457/TU.the.2025.230

eng

DegreeName: Master of Business Administration

Level: Master's Degree

Descipline: Global Business Management

Grantor: Thammasat University

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