Meeting

The lifestyle of people in modern society shows an increasing trend in coffee consumption among working individuals, students, and travelers. The behavior of consuming take-away coffee has grown continuously, particularly in an era where people lead fast-paced lives and seek convenience. This includes drinking coffee for relaxation during activities such as picnics. Besides urban society and working people, coffee consumption is also growing among travelers, influenced by various factors that contribute to this behavior. Take-away coffee caters to the demand for convenience during travel or other activities, while also evolving to suit relaxation and picnic settings.

According to a report by the global market research firm Euromonitor International, the market value of coffee in Thailand has shown continuous growth. Between 2021 and 2023, the Thai coffee market had an average annual growth rate (CAGR) of 8.55%, driven by the demand from various consumer groups, Thailand's hot climate, and the current lifestyle of consumers seeking convenience in beverage consumption. Presently, consumers are paying more attention to health and sustainability, as well as convenience. Thus, Thai manufacturers and businesses must prioritize these aspects and adapt to changes, incorporating eco-friendly technology in production and packaging processes.

The packaging used for coffee plays a significant role, as it can affect the pricing, production costs, business sustainability, and offer new packaging options. In the context of current global warming, businesses must be mindful of adapting to the changing environmental landscape and human behavior to create competitive advantages and meet the needs of environmentally-conscious consumers. Products should adopt eco-friendly packaging based on the 3R principle (Reduce, Reuse, Recycle) to reduce plastic waste and attract environmentally-aware consumers by offering reusable and biodegradable packaging options.

**SWOT Analysis:**

- **Strengths:** Convenient for carrying and use, reusable packaging, made from eco-friendly and recyclable materials.

- **Weaknesses:** Limited market penetration, the need for setup may cause delays, and the beverage pouch lacks shape and requires installation in a box for drinking.

- **Opportunities:** New and more portable packaging designs could target consumers looking for take-away solutions, especially for those requiring large beverage capacities, such as travelers and picnic-goers.

- **Threats:** How to effectively market the existence of this packaging to the general public.

The product "Meeting" aims to create packaging that is easy to use, reusable, and convenient for take-away, targeting picnic-goers and travelers, as well as working individuals who consume larger quantities of beverages. This helps reduce the use of plastic cups, with the product being reusable multiple times. Additionally, the materials are eco-friendly and recyclable, allowing for further use in other applications.