Por Dee Kham

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Preface
This Project is a part of 1203302 Project Feasibility Study and Evaluation Course in the second semester of 2011. In this project is studying the feasibility of Por Dee Khum business in Chiang Rai, which is include generally of Por Dee Khum business, management in Por Dee Khum business, competition analysis and marketing feasibility, the management process in Por Dee Khum business, the financial feasibility of Por Dee Khum business, and risk of Por Dee Khum business. This project makes everyone who interested to get knowledge and information about Por Dee Khum business before make decision to investment, including preoperational process and operation process of Por Dee Khum business, for the benefit to investment and profit of doing this Por Dee Khum business. We expect that our project will provide benefit more and more interested person, more over if they are any error in this project or whatever, our group apology at this opportunity. Members Group 14 Miss Kirana Artharn Miss Araya Thongam Miss Piriya Poomai Miss Itsareeya Burarak Miss Suteera Bunsuwan Miss Kanthida Likitthammawanit Miss Tanaporn Muangsri Miss Arjaree Trongpanyachote
P a g e |2 Table of Contents CHAPTER 1 INTRODUCTION ................................................................................................................. 5 Background and significant of the project ...................................................................................... 6 Project objective .............................................................................................................................. 7 Benefit of project ........................................................................................................................... 7 Operation Methods .......................................................................................................................... 7 Activities/Time frame ..................................................................................................................... 8 Conclusion ....................................................................................................................................... 9 CHAPTER 2 INDUSTRY PROFILE ......................................................................................................... 10 Nature of products ......................................................................................................................... 11 Situation ......................................................................................................................................... 12 Vision ............................................................................................................................................. 13 Mission........................................................................................................................................... 13 Marketing strategy ......................................................................................................................... 13 Corporate level strategy ................................................................................................................ 14 Business level strategy ................................................................................................................... 14 Fictional strategy............................................................................................................................ 15 Finance ........................................................................................................................................... 15 Marketing ....................................................................................................................................... 15 Conclusion ..................................................................................................................................... 16
CHAPTER 3 Marketing Feasibility Analysis ................................................................................. 17

Marketing Analysis ........................................................................................................................ 18 Competition Analysis (3Cs Analysis) ........................................................................................... 20 Customer analysis .......................................................................................................................... 23
P a g e |3 Competitive Analysis .................................................................................................................... 24 STP Analysis ................................................................................................................................. 24 Positioning Marketing ................................................................................................................... 26 Sales forecast ................................................................................................................................. 27 Conclusion ..................................................................................................................................... 33
CHAPTER 4 Investment Cost ............................................................................................................ 34

Location ......................................................................................................................................... 35 Facility layout ................................................................................................................................ 37 Cost of investment ........................................................................................................................ 38 Billboard of company .................................................................................................................... 39 Conclusion ..................................................................................................................................... 42
Chapter 5 Production ............................................................................................................................ 43

Detail of equipment........................................................................................................................ 44 Kitchen room. .............................................................................................................................. 49 Barth Room .................................................................................................................................... 56 Product and service ........................................................................................................................ 57 Conclusion ..................................................................................................................................... 66
Chapter6 Administration cost Employee Salary ........................................................................... 67

Stationary expense ......................................................................................................................... 68 Electricity expense/month .............................................................................................................. 68 Water expense/month..................................................................................................................... 70 TOT internet and telephone expense/month .................................................................................. 71 Explanation Administration Cost ................................................................................................... 72
P a g e |4 Depreciation 2011 .......................................................................................................................... 74 Depreciation 2012 .......................................................................................................................... 77 Depreciation 2013 .......................................................................................................................... 80 Depreciation 2014 .......................................................................................................................... 83 Depreciation 2015 .......................................................................................................................... 86 Conclusion ..................................................................................................................................... 89
Chapter 7 Financial analysis .......................................................................................................90

Income statement ............................................................................................................................. Balance sheet ................................................................................................................................. 94 Statement of cash flows ................................................................................................................. 96
Chapter 8 Risk analysis ........................................................................................................................ 98

External risk ................................................................................................................................... 99 Internal risk .................................................................................................................................. 102 Conclusion ................................................................................................................................... 103
Chapter9 Summary ............................................................................................................................. 104 Reference ................................................................................................................................................ 105
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CHAPTER 1 INTRODUCTION
P a g e |6 1.1 Background and significant of the project Pordeekham Company is the Thai dessert company that makes the Thai dessert to be a gift or souvenir for people gives to each other. The company has high quality product, delivery service, and events job provide to customer. Gift or Souvenir is the thing people want to give together in special day or when people travel and give some souvenir for other people. Thailand has many of destination places and in every place will have a souvenir shop for tourist come to buy and bring it to give some people. Souvenir business is business that interesting for investment. Then our group focus on Thai dessert for souvenir because of Thai dessert has unique, good test, and for conservation on Thai dessert. For today, time is important people do not have more time the time for work job is important, so Delivery service become more popular. Then our group thinks about Flower shop is sell product in shop and has delivery service for customer, and thinks about Thai dessert in delicious test and beautiful package. Then we bring service delivery from flower shop and the Thai dessert gift style also souvenir shop, become to begin our business idea. Chinagrai province has a total population of 1,258,420 peoples (Department of provincial administration, 2011) and graph from Figure 1 show Chiangrai has expansion of economic growth. And Chiangrai is the province that famous of tourist destination place, all of year tourist always comes to travel and in winter season has a lot of tourist come to Chiangrai more than other seasons. So if our business open in Chiangrai, we will have customer from population and tourist consume our product.
Pordeekham dessert is set up at Phahonyothin road, Tambon Wiang, Amphoe Mueang, (http://www.thaienergydata.in.th/energynew/energyReview/eindex/index_econ_new2.php?prv_id=57&year=2551) Chiang Rai. It located on center of city, easy for people in Chiangrai come to buy also easy for tourist come to shop because the shop not far from Asia main road. And we have delivery service
Figure 1 : GDP in Chiangrai B.E.2546-255
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the location is very important for support service. Locate on center city easy for delivery product to customer. And this location located near Walking Street in Saturday night, street has many people come to shopping every weeks. So this place is the best location for Pordeekham Company.
1.2 Project objective To learn about souvenir business and Thai dessert business To the possibility of a Thai dessert souvenir shop business project To calculate the finance factor of this business
1.3 Benefit of project To know the feasibility of Thai dessert souvenir in Chiangrai To know about Thai dessert and souvenir shop To know situation of souvenir shop in Chiangrai
1.4 Operation Methods To study Thai dessert and souvenir shop in Chiangrai To study management in Thai dessert shop and souvenir shop in Chiangrai Background Product and service Vision and Mission Strategy of the company
To study competition analysis and marketing feasibility General internal and external environment Marketing mix strategy of Thai dessert shop Demand of consumer for consume Thai dessert Sale forecast and profit estimate
To study the technical process in business Location Operation and management analysis Investment and Operation cost of Thai dessert
To study the financial feasibility in business
P a g e |8 Companys investment cost, Operation expense, and other expenses Profit and loss statement, cash flow, and balance sheet in 5 years of Thai dessert shop
To study and analysis risk of Thai dessert shop in Chiangrai To summary the feasibility of Thai dessert and souvenir shop in Chiangrai
1.5 Activities/Time frame Time table frame since November 2011 February 2012. Operation Methods
W1
November
W2 W3 W4 W1
December
W2 W3 W4 W1
January
W2 W3 W4 W1
February
W2 W3 W4
1. To study Thai dessert and souvenir shop in Chiangrai 2. To study management in Thai dessert shop and souvenir shop in Chiangrai 3. To study competition analysis and marketing feasibility 4. To study the technical process in business 5. To study the financial feasibility in business 6. To study and analysis risk of Thai dessert shop in Chiangrai 7. To summary the feasibility of Thai dessert and souvenir shop in Chiangrai
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Conclusion Nowadays, Chiangrai province is a big city that economic growing up appropriate for investment business. Chiangrai is the tourist destination place, Chiangrai has many of places and activities for attracting people come to travel. The total population of Chiangrai is 1,258,420 peoples (Department of provincial administration, 2011) and has many come to travel every years, then more number population and more number of tourist come to travel make Chiangrai will expansion and economic growing up. Then our group thinks to set up the business about souvenir because of tourist need to buy something for give their friend or family. And Thai dessert is the local Thai product that has a good test, and unique. Then we bring Thai dessert to be our product. So the business is Pordeekham Company. It is the Thai dessert company that makes the Thai dessert to be a gift or souvenir for people gives to each other. The company has high quality product, delivery service, and events job provide to customer. And Pordeekham dessert is set up at Phahonyothin road, Tambon Wiang, Amphoe Mueang, Chiang Rai. It located on center of city, easy for customer consume the product and easy to delivery for everywhere in Chiangrai. In addition, Pordeekham company regarding market factors, competitive factors, and environment factors to reach customer, and also concerning about marketing management, financial management, strategic management, and operational management to make profit and effectively efficient operation. There are many objective of Pordeekham include with learn about souvenir and Thai dessert shop, learn to calculate financial, learning about market feasibility and to learn about possibility for Thai dessert souvenir. About the benefits from this project, are knowing the feasibility of Thai dessert souvenir in Chiangrai, knowing about Thai dessert and souvenir shop, and knowing situation of souvenir shop in Chiangrai. Time for do research, calculate, analysis, and summary since November 2011 until February 2012.
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CHAPTER 2
INDUSTRY PROFILE
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NATURE OF PRODUCTS Thailand has traded and exchanged cultures with foreign countries since Sukhothai period. China and India has helped to promote cultural exchange of food with Thailand. The later In Ayutthaya and Rattanakosin period, The desserts has Adapted from foreign for the way of life of Thai people such as ingredient, materials, habits, lifestyles, etc. Example of desserts, Thongyib, thongyod from Portugal. Thai desserts can be categorized into 13 groups separate by how to cook and ingredients following: 1. Steam; Thai Sponge cake(Kanom- Saa Lee), Kanom-Namdokmai, Kanom- Sray etc. 2. Egg; Foi Thong( ), Thong Yib(), Thong Yod() etc. 3. Boil: Kanom-Tom Duang, Kanom-Tom Khaw, Tapioca in syrup etc. 4. Stir: Sa-Rim, Ta-Go etc. 5. Bake: Kanom-Dok Lam Duan, Ba-Bin etc. 6. Fry: Kanom-Kong, Kanom-SamKele etc. 7. Toast: Sticky rice toast etc. 8. To boil in syrup: boiled bananas in syrup etc. 9. Glaze: banana glaze etc. 10. Coconut milk: Kanom-Lot Chong Nam Gati etc. 11. Syrup: a jelly with syrup, Ngor Loi Gaew etc. 12.Bu a t: Wholr banana boiled in coconut cream(Gluay buat-chee ) etc. 13. Preserve(chae im): fruit preserve, Mango preserve, Tomato preserve etc. Luscious flavors, tantalizing aroma, and an unrivaled beauty are pronounced characteristics of traditional Thai desserts. Even the names of each sweet convey the quality driven and positive meanings that was carefully considered by our ancestors. Each one is regarded to bring honor and blessings to both the givers and receivers of these exquisite gifts. Any desserts that begin with the word Thong (or Gold) such as Thong Yip (Golden flower), Thong Yod (Golden drop) aspires to express the blessing of continued success as well as a prosperous life for the recipient. This is just an example of one meaning in the derivation of names for our Thai desserts.
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In the present, a Thai dessert is the national desserts. Especially in the important ceremony such as ordination, married, each ceremonies, etc. Every ceremony has Thai desserts because it is the auspicious desserts. The meaning of 9 auspicious desserts tray commonly used in various traditional ceremonies. Jah Mongkhut Thong Aek Thong Yip Thong Yod Foy Thong Triumph and Superiority
One with Life For constant availability of prosperity and riches Continuous wealth throughout life For long lasting love and steady stream
of good fortune Med Kanoon Unconditional support to success throughout life and work Sa Neh Jaan Alluring and loving like the moon must be including in wedding or engagement ceremonies Kanom Chan Advancement and promotions as well as continual success. Tuay Fu Constant achievement and success
* in some cases, Look Choob can replace Tuay Fu in the arrangements. SITUATION Now a day, Thai desserts business has constant and maybe slows down, because the most people think it make the body fat. The cost of raw material has more expensive (flours,sugars, eggs); it is directly impact of this business. Moreover the products on the market as the basic product, every shop have the same product. The ancient Thai desserts have difficult to find.
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Vision Por dee kham to be a reader Thai dessert shop and the most quality in Chiang Rai . MISSION We use high quality of raw materials, every product has good tastes and clean. The package is Beautiful, can be as a souvenir or the gift. We have service to organize the outside works and our product must have clean. Strategy Marketing strategy Marketing Mix Product Branding strategy, we set brand name in Thai. It is short and easy to remember. The brand name is Por Dee Khum. At Por Dee Khum, the Thai Desserts Boutique, varieties of Thai sweet & tidbits are available to choose from with more than 40 different types, ranging from traditional Thai desserts to more modern selections. A few of these Thai desserts have their origins in the older days of Thailand, mostly used in rituals and auspicious ceremonies of those days. Some of these time-honored sweets have long been forgotten, mostly recognized only by their name thus making them so elusive to find in the modern marketplace. Price We will use high price strategies. The reason is our product and service is different and we also provide the better product and service than our competitors. So if we begin to set low price it will make the customers dont believe in our good quality of products and service and they will think that our product and service is not good like we already advantage to them. However; at the first 3 months after we launch our business we will offer the low price promotion to them in order to invite the customers to try with our goods because this is the first time for us to promote our product and service to the customers and make them know more about us. Moreover at the first time that they come to experience with our service we will make them feel happy and get the first impression with our product and service that they cannot forget and have to back to use our service again with their friends who will become to
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be our new customers. In addition; in different season and different time we will use different promotion to invite them. Place Por Dee Khum is easy to come and easy to see for the customers in Chiang Rai and the foreigners tourist. Location of Por Dee Khum is on Phahon Yothin Road, Tambon Wiang, Amphoe Mueang, Chiang Rai. It located in Night Bazaar Chiang Rai near the old bus terminal. Promotion Free Tests Before a few days t in the first mouth that I open the shop. Before open my shop, we distribute leaflet to people around the shop and near place for promote brand and products of my shop. In the leaflet, there are discount 15 % coupons within the first week of open the shop. Discount 5 % in Wednesday of third week of mouth. The customer can collect point within condition 100 Bath per 1 point, 10 points can be exchange the package that we set up for customer
Corporate level strategy Por dee khum is new business open in Chiang Rai we use growth strategy for our business. This strategy will affect to our business continues to growth focus to create growth within the organization, this is horizontal integration strategic The business will expand the product by horizontal that have diversity of product such as package of product, dessert menu, etc that we can improve.
Business level strategy At Por dee khum, the Thai Desserts Boutique, varieties of Thai sweets& tidbits are available to choose from with more than 40 different types, ranging from traditional Thai desserts to more modern selections. A few of these Thai desserts have their origins in the older days of Thailand, mostly used in rituals and auspicious ceremonies of those days. Some of these
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time-honored sweets have long been forgotten, mostly recognized only by their name thus making them so elusive to find in the modern marketplace. Por dee khum also remains modern with the times. One of our goals is to recreate and transform designs to constantly present new ideas and stimulate the senses of our customers. We are proud to put into our creations the intricate and detailed work that Baan Kwan is known for. Each piece of sweet is made with loving care to create that impeccably sophisticated yet balanced bite. So we focus competitive advantage or competitive differentiation we mention about the quality of all of the process that related with our products until the products sold focus on balance bite of product. Fictional strategy Human resource We have a cook who is professional for training to staff for high quality such as training cleanness of the product. We have lunch meal for every employee. Production. We have General manager: owner, professional 2 persons , staff 5 persons to support professional ,accounting 1 person ,marketing 1 person , Cashier 1 person
Finance Planning finance Give an advice for future financial planning. Prepare financial statements to systematic, clear, and accurate in every month. Discipline with financial, and savings also do balance sheet, profit-loss, and income statement for report financial conditions of each year and can check back.
Marketing We promote and advertise our products to public. It helps many people know our company better by Internet such as facebook, website and brochures
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Conclusion In Thai desserts business has a long time. Thai desserts that represent the Traditions of Thai people, can exchange culture with other countries the traditions of Thai period. Luscious flavors, tantalizing aroma, and an unrivaled beauty are pronounced characteristics of traditional Thai desserts. Thai desserts have a meaning and an auspicious desserts tray commonly used in various traditional ceremonies. Nowadays, Thai desserts business has constant and may be slows down, because the most people think it make the body fat. So our company used marketing strategies to improved Thai desserts are interested. We opened business Chiang Rai and we used growth strategy for business. Thai strategy will affect to our business continues to growth focus to create growth the organization, thai is horizontal integration strategic.
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CHAPTER 3
Marketing Feasibility Analysis
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Marketing Analysis
General Environment Analysis The general environmental analysis in our business planning normally refers to conditions and internal - external factors to our company, outside of our company's control that might affect its sales, market, costs, and so forth. The internal environment is the following; culture and behavior of our employees, management strategies/tactics, and others. The external environment contains consumers/customers, suppliers, competitors and other factors affecting the operation of a certain business which is uncontrollable. These are often grouped into kinds of factors, such as the PEST analysis, which stands for Social, Technology, Economic, and Political factors that might affect our company. They might be worldwide trends, or specific local market trends, or anything in between.
Political Factors
According to Chiangrai development strategy from 2010 to2013 indicated that the total population in Chingrai is 1,198,218 (end Dec 2010) with 589,890 males and 608,328 females. The district which have the most population is Muang district (Amphoe Muang) that have population 226,555 people , next is Paan district have 125,567 people and then Mae Chan district have 103,630 people. For the district that has the most density of population is Mae Sai district that have 308.680 people/ square kilometer, next is Muang district that have 186.300 people/ square kilometer. For the Gross Provincial Product: GPP in 2010 is 53,157 million baht/year, and per capital GPP is 44,505 baht per people, per year. Mostly of income is from
agriculture field 31.84 percent that cost 16,925 million baht, next is the retail and wholesale of
repairing automobile motorcycle personal objects, and utensil field 17.50 percent that cost 9,305 million baht, and Educational field 10.80 percent that cost 5,741 million baht.( Chiangrai development strategy 2010-2013)
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Economic Factors
The economy in Chiang Rai is the growth rate seen by the business such as hotel, restaurant, entertainment, and etc. According to Chiang Rai Commercial Department the GPP of provinces totaled 40,104.36 million baht, increased from the previous year 9.38% and income per year 38,332 baht. In 2007, food and beverage industry has 1,790.59 million baht (about 4.46%). Nowadays, the hotel and restaurant industry is becoming popular than the previous year. From the above information told that the level of consumption of Chiang Rai increased. We have the opportunity that it should be run business is becoming popular. Our business will generate income to local community and grow economic of province (Commercial Department, 2007).
Social & Culture Factors
The attitude of customer when they willing to buy product of food. Delicious, proper price and value added are the factors of customer buying behavior. The consumer will choose the product that they think its good and the value of product is proper to spend their money to buy. More importance is branding, almost people they believe that the product which have brand is quality product Today, Thai people have more concerns with their health and therefore have increased their expectations in consumption. Also, they have many choices or substitutes to choose from in the marketplace, and theyre more educated. As a result, consumers will purchase the products that are useful and valuable for their life. (Food safety news, 2010) So, our business concern that customer health is important to us. All of our desserts have a balanced flavor profile; you will not find them overpowered with sugars. Nor will you find any unnatural preservatives that will lengthen the natural shelf life of our desserts, especially in the varieties involving coconut milk. Products of our business are made and distributed daily so that you may have your desserts as fresh as possible.
P a g e |20 0 Techn nology
y mportance f factor no ma atter human life or business. Cert n tainly when n Technology is very im technology change human life have to change fo e, o ollowing its Internet is the one technology s. y ays, re n cation so ma of busin try to u internet to promote any ness use t e nowada there ar widely in communic their product no m matter big or small busin r ness. Our business will use internet to use for marketing g t st internationa the mana al, ager can pro omote prod duct through h too. Using internet is low cos ads and i e cebook, twi itter, etc. A About the ter of techn rm nology of pr roduction, the manager r website such as fac should develop the production following new techn e n g nology. New technolog can decre w gy ease time of f product tion, increase quantity increase q y, quality and also decre d ease cost to Thus, th manager oo. he r always following the trend of technolo to und ogy derstand cus stomer need and wan including nt g process to develop product thr s rough techn nology.
Comp petition An nalysis (3 Analy 3Cs ysis)

Compe etitor Analy ysis Dire competi Food s ect itor souvenir sho includin with; op ng
1. Lotus bake house ery Lotu bakery h us house opened for mor than re 20 year they pro rs, oduce the bakery and food d with hi igh quality of raw m material. Or rder to make the cake oc t ccasionally time, serv you ve with fa food , f ast fresh coffee and ice cream. e c They got the awa name "Clean food good g ard d taste" fr from The Pu ublic Health Organizat h tion in 2006. 10:00 pm. Open: 8:00 am. - 1
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Locatio 869/53 Thaiwiwat Road, Mua on: t ang, chiang, rai, Chian Rai, 5700 Located in front of ng 00, d f Wang K Kum Hotel, near Night Bazaar Chi iang Rai th use r n s e The strengt of Lotus bakery hou is they opened for more than 20 years so, they are well kn nown by local people in Chiang rai downtow and the s n is wn shop provid verities o food such de of h as cake fast food and bevera e, age, the cus stomer can order a cak as a gift or souvenir to give to ke o their special person in special occasionally time. The also has guarantee b got the a n ey by award Clean n ood rom The Pub Health Organizatio in 2006 t blic on too. food go taste" fr The weakn ness of Lotu bakery h us house is th its very hard and inconvenie for new hat y ent w custome or touris to find t shop because Lotus bakery ho ers sts the s ouse is locat in an al ted lley that out t of sight from peop So, thes can affect to the shop that they may have o t ple. se t p only local people come p e and buy the produc of the sho y ct op.
2. Nuntawa shop an
Namnuntaw wan shop opened for more r than 30 years. T 0 They provi ide a local food souveni They pro ir. oduce their product wit high th quality of raw ma aterial. The have gua ey arantee by GM from Foo and Dru Administ MP od ug tration, got 4 st OTOP, and food sa tars afety from C Chiang rai Prov vincial Heal Office. lth Open: 8:00 am. - 6 6:00 pm. on: oo Locatio 68/4 Mo 2 Tumbon Rimkok Muang, chiang, rai, Chiang Rai, 57000 g 0
The streng of Nunt gth tawan shop is they ope ened for mo than 30 years and well known ore w n by the c customer, an they loca at the m street so, its easy and conve nd ated main y enient for a customer to o find the shop. Th price of t eir he their produc is not exp ct pensive. They also hav a guarant by GMP ve tee P
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from F Food and D Drug Admi inistration g 4 stars OTOP an food sa got s nd afety from Chiang rai i Provinc Health O cial Office.
The weakn of Nun ness ntawan shop is they did provide a variety k p dnt e kinds of foo they sale od, e cal ch ented pork, chili sauce, curry Past dried Fru ferment Fish etc. , te, uit, ted only loc food suc as ferme Their package is no attractive for the cus ot e stomers that want to bu the produ as a sou t uy uct uvenir. They y also did have en dnt nough parkin lots for a customer and the sho is close so early. ng op o
3. Su Chin M Muyo sho op

Su Chin M Muyo shop is a loc food p cal souveni shop, the provide a product such as ir ey Sai Aua, Pork Cra acklings, w white pork sausage, s chili sau etc. uce Open: 7 7:45 am. - 8 8:00 pm. Locatio on: 425/8 Chiang Rai, 57000 0 arn Road, Muang, Banpraka
The streng of Su C gth Chin Muyo shop that th is a fam s hey mous food s souvenir sho that well op l eople the sh is locat in the d hop ted downtown the customer can easy to find the y e known by local pe The uct pensive and they produ good quality of food d uct d. shop. T price of their produ is not exp The weakn ness of Su Chin Muyo shop they didnt prov o vide a varie kinds of food, they ety f y sale onl local food such as Sai Aua, Pork Cracklin white pork sausage chili sauc etc. Their ly S ngs, e, ce r package is not attr e ractive for th customers that wan to buy the product as a souvenir They also he nt e s r. o didnt h have enough parking lo for a customer and t shop is c h ots the close so ear rly.
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Customer analysis
The Total population of Chiang Rai is 1,198,218 and only in Amphor Muang is 211,550 with 589,890 males and 608,328 females. (http://:www.amphoe.com/). For the Gross Provincial Product: GPP in 2010 is 53,157 million baht/year, and per capital GPP is 44,505 baht per people, per year (Chiangrai development strategy 2010-2013). Target market that our company, we defined the potential customers. We focus on Thai and foreigner people that are economic and social status, purchasing power, value pricing and services. These kinds of customer, the most of them are female aged between 21-30 years old. The results obtained from the descriptive statistics suggest that most of the respondents are female aged between 21-30 years old. Most are students enjoying highly educational level at bachelor degree with the average monthly income of not more than 10,000 baht. As far as the inference statistics is concerned, differences in Thai dessert purchasing frequencies generates no differences in Thai dessert packaging consideration. Differences in types of Thai dessert generate no differences in Thai dessert packaging consideration while differences in Thai dessert purchasing objective generates differences in Thai dessert packaging consideration. We know customer behavior that they pay attention about food that also concern with their health. In addition, customers will select the food which low sugar. However, it is possible, they will be still eating snack or others. From this characteristic of our target market we can adapt all of this information to improve our product and service in order to satisfy and attract the customer from our competitor.
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Competitive Analysis
The area around downtown Chiang Rai has high competitive in the market because they have the same target group that is tourist and people in Chiang Rai who want to consume dessert. Most of our competitors have the weaknesses about the narrow area of shop and have not enough car parks for customers. So, when we know the status, strengths, and weaknesses of our competitors. We can plan strategy that concern about products and services of high quality and more healthy to make word of mouth by using the customers to advertise our company and then our shop also has brand royalty. We will try to set our plan and strategy able to change along with current situation and trend in easily to provide products and services for support customers requirement so that make our company increase number of sale and profit.
STP Analysis
Segment Marketing At our shop, varieties of Thai sweets & tidbits are available to choose from with more than 40 different types, ranging from traditional Thai desserts to more modern selections. So, our shop was providing about segment by use criterion as follow. 1. Demographic: - Female aged - Aged between 21-30 years old - Several of careers
2. Geography: - Downtown Chiang Rai
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3. Behavior: - Readiness of money to purchase. - Both of steady customers and irregular customer. - Both of already have experience and dont have experience to consume Thai dessert or was consumer of Thai dessert. - Loyalty to the product. - Intention to purchase. 4. Psychology:
- Lifestyle of people who want to consume or buy as a souvenir Thai dessert and concern about healthy and consumption.
4.2.1 Target Marketing
Our company concern about activities of shop to respond about requirements, quality, cost-effective and economizes of consumer and make consumer classify by concern to serving their specific needs and demand of customer in each group. So the target that we should to follow is demographic segmentation because comfortable and easy to enhance our product as follows: Main Target Marketing: Tourist and people in Chiang Rai who want to consume dessert or buy as a souvenir. Secondary Target Marketing: Female aged between 21-30 years old who live in downtown. Future Target Marketing: people who interesting in franchise business with Por Dee Khum.
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Positioning Marketing The positioning of Por Dee Khum is base on high quality and not too expensive price that make the customer come to our shop. Por Dee Khum has a of varieties of Thai sweets & tidbits are available to choose from with more than 40 different types, which contain high quality ingredient and fresh, clean raw material. Nowadays, customers want to buy the product that has high quality and more concern about health. The product of our business are made and distributed daily so that you may have your desserts as fresh as possible. We also provide car park for make customers more convenience. So, Por Dee Khum provided many quality products to increase satisfaction to our customers. And our company gives the best thing to our customer.
Por Dee Khum Positioning
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Sales forecast
Total
Year 1 4921000
Year 2 5740500
Year 3 6075000
Year 4 6346000
Year 5 6588500
7000000 6000000 5000000 Year1 4000000 3000000 2000000 1000000 0 Year1 Year2 Year3 Year4 Year5 Year2 Year3 Year4 Year5
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Year 1
Name of dessert Jah Mongkhut Sa-neh-jaan Look-choop Ka-nom-chan Thong-Aek Thong-Yod Thong-Yip Foy-Thong Med-ka-noon Woon-tua-daeng Woon-bai-toey Kleep-lam-duan Sam-pan-nee Bah-bin Ta-koh Koa-niew-kaew Koa-niew-dum Koa-niew-na-koong Sang-ka-ya Mor-kang Total January 18600 18600 18600 18600 18600 18600 18600 18600 18600 18600 18600 18600 18600 18600 18600 18600 18600 18600 18600 18600 372000 February 21000 21000 21000 21000 21000 21000 21000 21000 21000 21000 21000 21000 21000 21000 21000 21000 21000 21000 21000 21000 420000 March 20150 20150 20150 20150 20150 20150 20150 20150 20150 20150 20150 20150 20150 20150 20150 20150 20150 20150 20150 20150 403000 April 21000 21000 21000 21000 21000 21000 21000 21000 21000 21000 21000 21000 21000 21000 21000 21000 21000 21000 21000 21000 420000 May 19375 19375 19375 19375 19375 19375 19375 19375 19375 19375 19375 19375 19375 19375 19375 19375 19375 19375 19375 19375 387500 June 19500 19500 19500 19500 19500 19500 19500 19500 19500 19500 19500 19500 19500 19500 19500 19500 19500 19500 19500 19500 390000 July 13950 13950 13950 13950 13950 13950 13950 13950 13950 13950 13950 13950 13950 13950 13950 13950 13950 13950 13950 13950 279000 August 13175 13175 13175 13175 13175 13175 13175 13175 13175 13175 13175 13175 13175 13175 13175 13175 13175 13175 13175 13175 263500 September 13500 13500 13500 13500 13500 13500 13500 13500 13500 13500 13500 13500 13500 13500 13500 13500 13500 13500 13500 13500 270000 October 24800 24800 24800 24800 24800 24800 24800 24800 24800 24800 24800 24800 24800 24800 24800 24800 24800 24800 24800 24800 496000 November 30000 30000 30000 30000 30000 30000 30000 30000 30000 30000 30000 30000 30000 30000 30000 30000 30000 30000 30000 30000 600000 December 31000 31000 31000 31000 31000 31000 31000 31000 31000 31000 31000 31000 31000 31000 31000 31000 31000 31000 31000 31000 620000
Year1
700000 600000 500000 400000 300000 200000 100000 0 1 2 3 4 5 6 7 8 9 10 11 12 Total,666500
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Year 2
Year2
700000 600000 500000 400000 300000 200000 100000 0 1 2 3 4 5 6 7 8 9 10 11 12
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Year 3
Year3
800000 700000 600000 500000 400000 300000 200000 100000 0 1 2 3 4 5 6 7 8 9 10 11 12
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Year 4
Year4
800000 700000 600000 500000 400000 300000 200000 100000 0 1 2 3 4 5 6 7 8 9 10 11 12 Total
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Year 5
Year5
800000 700000 600000 500000 400000 300000 200000 100000 0 1 2 3 4 5 6 7 8 9 10 11 12 Total
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Conclusion From the sales forecast of our business, in winter period is November to February that it high period sales in every year because this period is a high demand of customer who travel in Northern of Thailand which Chiang Rai province is popular province of Thai Lanna cultural. It have many attention to travel, therefore it increase rapidly income to our business. In summer period, our business has stable income because in this period is normally to sales in each product then has moderate income, but in this period have many festivals such as Songkran Day, and The Buddhist Lent Day. So our company will promote our product into festival in order to increase income in this period. Rainy period has low income because the travelers lower than winter period and low festival. The main reason in this period is rain that has affect to delivery and transportation of customers that it has decrease quantity of customers and sales. However our company must adjust and improve promotion, transfer system by has more cars to delivery than motorcycle.
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CHAPTER 4 Investment Cost
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Pre-operating cost
Location Location of Por dee khum is on Thanon phahonyothin, Tambon Wiang,Amphoe Mueang, Chiang Rai. It located near working street.
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Location
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Facility layout
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Cost of investment Pre-operating cost Billboard of company Type of billboard is wood and color is black color. The size of billboard wide is about 1 meters and height 0.4 meters. The font size use 8 inches. The billboard price is 2,500 Baht. Billboard Tax Billboard Por dee khum shop makes by Thai font and pays the fee for set company billboard. The size of billboard equal wide about 1 meters, height 0.4meters. Then calculate be square centimeter equal 4,000 square centimeters. Calculate the billboard tax. The billboard has all Thai font rate 3Baht/500 square centimeter (4,000/500*3) equal 24 Baht Cost of transparent mirror In front of store (6.5 m x 2.5 m) = 16.25 m around 53.3 feet Door swing ( 1m x 2m) = 2m around 6.56 feet Total size of transparent mirror in front of store is (53.3 feet - 6.56 feet) = 46.74 feet Total Cost of transparent mirror is 46.74 feet x 200/feet = 9,348 baht.
Cost of Door mirror Door swing ( 1m x 2m) = 2m around 6.56 feet Total Cost of transparent mirror is 6.56 feet x 200/feet = 1,312 baht.
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Billboard of company Type of billboard is wood and color is black color. The size of billboard wide is about 1 meters and height 0.4 meters. The font size use 8 inches. The billboard price is 2,500 Baht. Billboard Tax Billboard Por dee khum shop makes by Thai font and pays the fee for set company billboard. The size of billboard equal wide about 1 meters, height 0.4meters. Then calculate be square centimeter equal 4,000 square centimeters. Calculate the billboard tax. The billboard has all Thai font rate 3Baht/500 square centimeter (4,000/500*3) equal 24 Baht Cost of transparent mirror In front of store Cost of Door mirror No 1 2 3 4 5 (6.5 m x 2.5 m) = 16.25 m around 53.3 feet Door swing ( 1m x 2m) = 2m around 6.56 feet Total size of transparent mirror in front of store is (53.3 feet - 6.56 feet) = 46.74 feet Total Cost of transparent mirror is 46.74 feet x 200/feet = 9,348 baht.
Door swing ( 1m x 2m) = 2m around 6.56 feet Total Cost of transparent mirror is 6.56 feet x 200/feet = 1,312 baht.
Cost of investment Descript Billboard Billboard tax Mirror Door mirror Decoration Total No. Product 1 1 2 1 6,500 Price/unit 2,500 24 9,348 1,312 300 (Square meters) total 2,500 24 18,696 1,312 1,950,000 1,972,532
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Building No 1 Description Rent building 2 shop house Total No. product 1 Prices/unit 336,000 Total 336,000 336,000
Store equipment No 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 Description Computer Computer table Fax Office Desk Printer Telephone Television Car Isuzu DMAX CAB Motorcycle Counter set Shelves of dessert set File cabinet Chair Ceiling fan Sofa Air conditioning Table set Cash drawer Total equipment No. product 1 3 2 1 1 3 2 2 5 3 20 5 Prices/unit 5,800 2,800 41,000 4,500 7,000 1,690 2,850 1,300 49 79 39 49 Total 5,800 8,400 82,000 4,500 7,000 5,070 5,700 2,600 245 237 780 245 No. product 2 2 1 2 1 2 2 1 1 1 3 1 10 2 1 2 1 1 Prices/unit 19,016 1,200 3,900 4,590 3,090 940 12,490 576,000 50,000 20,000 4,365 3,200 209 1,340 5,350 23,900 3,500 1,900 Total 38,032 2,400 3,900 9,180 3,090 1,880 24,980 576,000 50,000 20,000 13,095 3,200 209 2,680 5,350 47,800 3,500 1,900 807,196
Kitchen No 1 2 3 4 5 6 7 8 9 10 11 12
Description Kitchen sink cabinet Table of equipment Refrigerator Microwave Oven Shaker Brass pan Gas stove ladle Sieves Spoon fork funnel
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cup Measuring cup set Measuring spoon set Some whites Mold Spade of frying pan Pot The fins Tray Enamelware Knife set Froy Tong cone drops Table set Grated coconut automatic Cup broad Stand Mixer Total Bathroom equipment No 1 2 3 4 5 Description Shower Mirror Injection line Basin Flush toilet Total
13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28
15 2 2 5 5 5 8 10 10 8 2 3 1 1 2 2
15 250 35 20 15 170 400 130 120 250 700 185 3,500 2,650 1,500 7,000
225 500 70 100 75 850 3,200 1,300 1,200 2,000 1,400 555 3,500 2,650 3,000 14,000 157,202 Total 450 3,000 275 2,590 4,500 10,815
No. product 1 1 1 1 1
Prices/unit 450 3,000 275 2,590 4,500
Investment and Depreciation Cost
Investment
Amount Depreciation 5 years 5 years 5 years
Store equipment 807,196 Kitchen equipment 157,202 Bathroom equipment 10,815
Annual Monthly Dep. Dep. 161,439 13,453 31440.4 2,620 2163 180
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Conclusion Our company have pre operating cost that consist of Billboard of company type of billboard is wood and color is black color. The size of billboard wide, include with Billboard Tax Por dee khum shop makes by Thai font and pays the fee for set company billboard, Cost of transparent mirror, Cost of Door mirror. Our cost of investment consists of Billboard, Billboard tax, Mirror, Door mirror and Decoration. We rent building 2 shop houses. We have store equipment which are Computer, Computer table, Fax, Office Desk, Printer, Telephone and others equipment. Kitchen equipment such as Kitchen sink cabinet, Table of equipment, Refrigerator etc. Bathroom equipment such as Shower, Mirror, Injection line, Basin, Flush toilet. Investment and Depreciation Cost include store equipment, kitchen equipment and Bath rooms equipment that will have depreciation in 5 years.
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Chapter 5 Production
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Detail of equipment 1. Computer isamicrocomputer(desktopcomputer)forcalculatethenumberofproductsandthe

priceoftheproductwhencustomerbuyit.
2. Computer table isaluminumtablesize180*110cm.
3. Faxisfaxandtelephoneaheadset.
4. Office Desk size is 65w*120h. The frieze can rotate 180 degrees.
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5.
Printercanprintbothcolorandblackandwhite.
6. Telephoneisthewirelessphoneforanswerthetelephonewhencustomercallsforordergoods.
7. Televisionforcustomercometowaitorder,sizeoftelevision42inchHighDefinition
8. Car Isuzu DMAX CAB is car for deliver a goods (when many order) for customerand used for go to buy raw materials.
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9. Motorcycle is Honda Scoopy i for deliver a goods (when less order )
10. Counter set is having place for put computer (melamine) Size 240 x 150 x 110 cm. And have a
drawerforkeepthedocument.
11.
Shelvesofdessertsetisa place for show our product, its wood floors and have Thai carvings. have5set,eachthereare4floor.
12.
Filecabinetisaaluminumcabinet,have4drawersforkeepdocument.
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13.
Chairisachairforcustomercometoourshopandwaitforgoods.Itsmany color.
14.
Ceilingfancanbeanicelooking,elegant.
15. Sofaforcustomer.Its frieze, red color.
16. Air conditioningisawallair
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17. Table set is a circle table, for customer who comes to our shop, for relax.
18. Cash drawerisaaluminumdrawer.
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Kitchen roo om. 1.Kitchen siink cabinetis sanaluminu umsink,forc cleaningequipment.
2.Table of e equipment is an aluminum table, for p equipmen when after cleaning s m put nt
3.Refrigerat is Hitach brand, size is 910 x 760 x 1,760 mm Crisper- 2 tor hi e 0 m, 2-way Humid dity
4.Microwav is LG MS2 ve 2120VW, Ad djust the he level 5 (21 liters), can set time is 60 mins. eat
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5.Oven is drying ovens with natural convection ED115, Electronicallycontrolled APT.line

preheating chamber technology with natural convection. Temperature range of 5 C (9 F) aboveambienttemperatureupto300C(572F).
6.Brass panformadeorder,sizeL(17to18)
7.Gas stoveisLuckyflamebrand,have2headsandbrassburner.Canautomatictosettime
andtemperature
8.LadleiszebraThailandbrand.Sizebywidth&highis7.3*26
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1. SievesiszebraThailandbrand,stainlesssteel,size22cm
2. Spoon fork
is zebra Thailand brand, size 4*19, 2.6*19, 2*14, 2.7*13.5.
3. Funnelisstainlesssteel,sizebywidth&highis19*38mm.
4. Cup isaglasscup,size500cc.
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5. Measuring cup set is marked with measures in cup, oz. and ml. increments. Easygrab
handles. Set includes a 1cup, cup, cup and cup. Microwave and dishwasher safe.
6. Measuring spoon setis5PieceMeasuringCupSet,StainlessSteel.Measuringcupsetsizes:

1/8,1/4,1/3,1/2,and1cup.Dishwashersafe
are white cotton, some and clear size is (105 cm.x 95 cm.).
7. Some whites
8. Spade of frying paniszebraThailandbrand,Blackhandleandbig.Sizebywidth&highis

9.3*31
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9. Pot is zebra Thailand brand, Stainless Steel, no. 18 size by width & high is 20*10.8 cm.
10. The fins are zebra Thailand brand, no. 191367, Stainless Steel, size by width & length is
4*23.5cm
11. Trayis aluminum; size is 16"x25"x1
12. EnamelwareMixflourformadeorder,madefromaluminum,sizeisdiameterwide,32cm
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13. Knife setiszebraThailandbrand,have5pieces
14. Froy Tong
cone drops
Its made from brass, and its medium size.
15. Table set
made from pine, size by Length*width*height is 118 * 74* 74 cm
16. Grated coconut automatic made from Stainless Steel, size by Length*width*height is
42x50x127 cm. The 1.5horsepower electric motor 220V 50Hz.
17. Cupboard made from
aluminum, size by Length*width*height is 60*75 *30 cm
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18. Stand Mixer
is automatically to turn on &turn off. Durable for used.
BarthRoom 1.
ShowerHead can be removed in order topaydirt,have2levels.
2.
Mirrorsizeis60*80cm
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Injection line is chrome plating. Line is a German Spiral, Length of 1.20 meters.
4.
Basin is made from ceramic,
size 460*460*150 cm. Have 2 head for used.
5.
Flush toilet is a siphonic Onepiece Closet, Size: 730x380x680mm, Strap,300 400mm

Roughingin
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Product and service
Jah Mongkhut or Royal Crown (Egg yolks dumpling in wheat flour crown) (5 Baht per piece) Jah Mongkhut (The Royal Crown) is an absolute beauty displayed made with utmost care with its top signified by an edible gold leaf. The actual representation of the crown is brushed thoroughly with sugar to create a smooth design like in ancient times. Jah Mongkhut desserts with such exacting details like ours are rare to find in modern times.
Sa-neh-jaan
Look-choop
Imitated miniature fruit: Sweet bean in miniature fruit shape coated with gelatin (5 Bath/piece)
Charming Moon: Egg yolks dumpling with nutmeg extract (5 Bath/piece)
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P a g e |61 Por dee khum offers a variety of gift sets available for your selection including boxed arrangementssuitableforeverydayuseorforspecificoccasions.YouwillsurelyfindsomegiftsofThai sweetstosuityoureveryneed. GivingtraditionalThaidessertsasgiftsisatimehonoredtraditionthathasbeenpassedon
fromgenerationupongenerationthroughoutThailand.Onewaytopreservethesocialcustomof ourancestorsisbyspreadingtheartofthevaluedculinaryskillsbywayofgiftgivingwithpride. ItisatraditioneveninmoderntimesthatisadistinguishableThaiattribute. GivethegiftofartfulThaisweetstosetyourselfapartfromtheEuropeancakesorWesterndesserts easilyfoundinbakeriesallaround.Thaidessertshavegenuinenessinthateachdessertwascarefully consideredinnameanddesign.Eachindividualsweethasameaningtoconveygoodblessingsfor boththegiversandthereceivers,thusmakingthempopularinauspiciouseventsandcelebratorytimes.
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P a g e |64 Pordeekhumoffersawideselectionofarrangementsforthemanymilestoneeventsinyour life: variousauspiciousceremonies,dailyalms givingtoBuddhistmonks, weddings andmore.We use ourexpertiseineachareatohelpyoudesignappropriateandaestheticallypleasingarrangements. ChoiceofBaseTray:WoodenTray,WovenTray,GoldTray,SilverTray PriceaccordingtodiameterofBaseTray: 8 9" 10" 12" 1,600Baht 1,800Baht 2,200Baht 2,600Baht
P a g e |65 For Thai weddings, it is traditional to use one pair of 9 Gold Trays with flower garland embellishments to complement the Khan Mhark trays. Nine types of desserts denoting auspicious meaningstowardstheblessedbrideandgroomarecustomarilyarrangedinabeautifulpresentation.
Customersarewelcomedtobringinanyspecialservingplatters,basketsortraysforustoarrange ourdessertson
Ourcompanyalsohavedeliveryserviceforcustomertowantsuchascustomerwanttogivegift forspecialpeoplewehaveservicetodeliveryforspecialpeople,weddingeventsalsowehavedelivery service,otherevents
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Conclusion Por dee khum will provide many product and services to customer. Our products are having variety of gift sets and customers can select the product by themselves. Our products have twenty kinds of product. You will surely find some gifts of Thai sweets to suit your every need. Give the gift of artful Thai sweets to set yourself apart from the European cakes or Western desserts easily found in bakeries all around. Thai desserts have genuineness in that each dessert was carefully considered in name and design. Each individual sweet has a meaning to convey good blessings for both the givers and the receivers, thus making them popular in auspicious events and celebratory times. Por dee khum offers a wide selection of arrangements for the many milestone events in your life: various auspicious ceremonies, daily alms giving to Buddhist monks, weddings and more. We use our expertise in each area to help you design appropriate and aesthetically pleasing arrangements. Our companies also have delivery service for customer to want such as customer want to give gift for special people we have service to delivery for special people, wedding events also we have delivery service, other events. Our location located near front street that easy and convenience for the customers to find our shop.
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Chapter6 Administration cost
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6.1 Employee Salary Wage rate for our organization 1. Professional prepare the dessert 2. Staff suppose professional 3. Accountant 4. Marketing plan person 5. Cashier Total salary expense/month 2 persons (2 x 13,000) 5 persons (5 x 7,000) 1 person (1 x 15,000) 1 person (1 x 15,000) 1 person (1 x 8,000) 26,000 baht 35,000 baht 15,000 baht 15,000 baht 8,000 baht
99,000 baht
6.2 Stationary expense No n 1 2 3 4 5 6 7 8 7 calculator Paper A 4 Staple max Max Clip file Scissors Liquid paper Scotch tape Plug Unit x price 1x245 5x90 12x5 2x35 2x15 2x55 2x45 4x30 3x129 Total price 245 450 60 70 30 110 90 120 387 1,562
Total of stationary
6.3 Electricity expense/month
12-24 meters pressure in the normal rate Estimate use of electricity 700 unit x 3.9361 = 2755.27 baht
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Add. (+) Service expense Total Electricity expense / month
= =
312.24 3067.51
baht baht
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6.4 water expense/month
Fore cast use 25 cu.m./month x 10.95 bath Add. (+) General Service Add. (+) VAT 7% Total water expense/month
= = = =
273.75 30.00 19.1625
baht baht baht
322.9125 baht
Residence Volume (cu.m.) 0-30 31-40 41-50 51-60 61-70 71-80 81-90 91-100 101-120 121-160 161-200 (over 200)
2 Commerce, Government Agency, State Enterprise and Industry
/ / Baht/cu.m. Volume(cu.m.) Baht/cu.m. 8.50 9.50 45.00 0-10 90.00 (Not less than 45.00 Baht) (Not less than 90.00 Baht) 10.03 11-20 10.70 10.35 21-30 10.95 10.68 31-40 13.21 11.00 41-50 13.54 11.33 51-60 13.86 12.50 61-80 14.19 12.82 81-100 14.51 13.15 101-120 14.84 13.47 121-160 15.16 13.80 161-200 15.49 200 200 14.45 15.81 (over 200)
(Remark) : 1. (Vat not included) 2.(Bulk Sale) - (Residence) 10.50 /..(Baht/cu.m.) - (Others) 13.00 /.. (Baht/cu.m.)
Reference: http://www.student.chula.ac.th/~49718863/elec.htm
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6.5 TOT internet and telephone expense/month
Internet expense Telephone expense
= =
590 baht/month 500 baht/month
Maintenance costs Fax Total
= = =
200 baht/month 200 baht/month 1,490 baht/month
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Explanation Administration Cost Employee salary
Our total employee in the organization have 10 person, so total salary that we have to pay is 99,000 baht per month, it is a fix cost that we will pay in every month and every year. Stationary expense
Stationary equipment are not easy to damage in every month, such as calculator, lancer stamp pad, horse stamp and max, scissors, plug. In addition some stationary that easy to extinction out, we will purchase a lot of in onetime, such as paperA4, clip files, staple max, , eraser, pen, liquid paper, scotch tape, so our organizations stationary expense are not to pay in every month, here fore we average to pay three or four time alternate in one year. Electricity expense
Electricity expense will change by season of year, such as high season it is November to February, in this period is the most popular of event, and then our store will have more customer, so we will pay more electricity expense. In addition this season is cold weather, so we not open air conditioner, because the location of shop is north of Thailand but we open fan, therefore our electricity in this period are not pay more when compare with the another season. Water expense
About water expense of our shop, have changing by season of year, such as Winter season, it is October to February, because this period is winter season, many person are not used more water, so water expense are not more in this season, therefore water expense in this period will pay less than other period. For summer season, it is March to June, this period has Songkran festival, so this season will used more water expense than another season and rainy season, it is
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July to September, this period may make our store easy dirty, so we will often cleaning store, therefore this season we have pay reasonable water expense. Fire Insurance Our company do fire Insurance with Muang Thai Insurance1 with limits protection is 1,000,000 Baht and insurance rate is 2,525.20 Baht per years, it is a fix cost.Muang Thai Insurance are protect everything in the shop and protection for year by year. Car Insurance Our company does car insurance with Thana Chart Insurance 2 with limits protection is100,000150,00 Baht and insurance rate is 7,700 Baht per years, it is a fix cost. Thana Chart Insurance are protect everything when have accident and protection for year by year.
Note :
1
http://www.muangthaiinsurance.com/products_home_economical.htm http://www.thanachartinsurance.co.th/product_6.html
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Depreciation Cost 2011
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P a g e |76 2011 Description Employee salary Stationary expense Electricity expense Water expense TOT internet & telephone expense Fire Insurance Car Insurance Total Base 99,000 1,562 January 99,000 1,562 3067 320 February 99,000 3030 300 March 99,000 3050 340 April 99,000 3250 400 May 99,000 3055 360 June 99,000 3020 320 July 99,000 2980 300 August 99,000 2930 280 September October November December 99,000 2980 230 99,000 3020 300 99,000 3000 320 99,000 3080 330 Total 1,188,000 1,562 36,462 3,800
1,490 2525.2 * 7700 *
1,490
1,490
1,490
1,490
1,490
1,490
1,490
1,490
1,490
1,490
1,490
1,490
17,880
105,439
103,820
2,525.20 7,700 114,105
103,700
103,810
103,810
103,900
2,525 7,700 1,257,929
104,140 103,905 103,830 103,770 103,700
* ONCE TIME PER YEAR
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Depreciation 2012
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P a g e |79 2012 Description Employee salary Stationary expense Electricity expense Water expense TOT internet & telephone expense Fire Insurance Car Insurance Total Base 99,000 1,562 January 99,000 1,562 3,050 280 February 99,000 3,010 268 March 99,000 3,120 290 April 99,000 3,200 312 May 99,000 3,100 322 June 99,000 3,090 291 July 99,000 2,900 289 August 99,000 2,850 274 September October November December 99,000 2,780 298 99,000 2,850 301 99,000 3,090 292 99,000 3,120 302 Total 1,188,000 1,562 36,160 3,519
1,490 2525.2 * 7700 *
1,490
1,490
1,490
1,490
1,490
1,490
1,490
1,490
1,490
1,490
1,490
1,490
17,880
105,382
103,768
2,525.20 7,700 114,125
103,568
103,641
103,872
103,912
2,525 7,700 1,257,346
104,002 103,912 103,871 103,679 103,614
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Depreciation 2013
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P a g e |82 2013 Descripti on Employe e salary Stationa ry expense Electrici ty expense Water expense TOT internet & telephon e expense Fire Insuranc e Car Insuranc e Total Base 99,0 00 1,56 2 Janua ry 99,00 0 1,562 Februa ry 99,000 March 99,000 April 99,00 0 May 99,00 0 June 99,00 0 July 99,00 0 Augu st 99,00 0 Septem ber 99,000 Octob er 99,00 0 Novem ber 99,000 Decem ber 99,000 Total 1,188,0 00 1,562
3,050 298
3,010 301
3,120 292
3,200 302
2,900 322
2,850 291
2,780 289
2,850 274
2,780 298
3,050 302
3,010 322
3,120 291
35,720 3,582
1,49 0
1,490
1,490
1,490
1,490
1,490
1,490
1,490
1,490
1,490
1,490
1,490
1,490
17,880
2525 .2 * 7700 *
2,525. 20 7,700 114,12 7
2,525
105,4 00
103,80 1
103,9 92
103,7 12
103,6 31
103,5 59
103,6 14
103,568
103,8 42
103,822
103,901
7,700 1,256,9 69
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Depreciation 2014
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3,010 298
3,120 289
3,120 274
3,200 302
2,780 289
3,050 274
3,010 298
2,780 302
2,780 298
3,050 302
3,010 322
3,120 291
36,030 3,539
1,49 0
1,490
1,490
1,490
1,490
1,490
1,490
1,490
1,490
1,490
1,490
1,490
1,490
17,880
2525 .2 * 7700 *
2,525. 20 7,700 114,10 9
2,525
105,3 60
103,89 9
103,9 92
103,5 59
103,8 14
103,7 98
103,5 72
103,568
103,8 42
103,822
103,901
7,700 1,257,2 36
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Depreciation 2015
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3,140 302
3,120 274
3,120 291
3,300 322
2,780 289
3,050 274
3,010 298
2,780 289
2,680 274
3,010 298
3,120 298
3,120 291
36,230 3,500
1,49 0
1,490
1,490
1,490
1,490
1,490
1,490
1,490
1,490
1,490
1,490
1,490
1,490
17,880
2525 .2 * 7700 *
2,525. 20 7,700 114,12 6
2,525
105,4 94
103,88 4
104,1 12
103,5 59
103,8 14
103,7 98
103,5 59
103,444
103,7 98
103,908
103,901
7,700 1,257,3 97
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Conclusion Our company Administration Cost consist of employee salary that we will pay in every month and every year, Stationary equipment are not easy to damage in every month some stationary that easy to extinction out, we will purchase a lot of in onetime, so our organizations stationary expense are not to pay in every month, Electricity expense this will change by season of year, such as high season in this period is the most popular of event, and our store will have more customer, so we will pay more electricity expense, Water expense about water expense of our shop, have changing by season of year, such as Winter season because this period is winter season, many person are not used more water, so water expense are not more in this season. For summer season, so this season will used more water expense than another season and rainy season this period may make our store easy dirty, so we will often cleaning store. Fire Insurance our company does fire Insurance with Muang Thai Insurance. Muang Thai Insurance is protecting everything in the shop and protection for year by year. Car Insurance our company does car insurance with Thana Chart Insurance. Thana Chart Insurance are protect everything when have accident and protection for year by year.
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Chapter 7 Financial analysis
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Income statement
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Balance sheet
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Statement of cash flows
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Chapter 8 Risk analysis

P a g e |99 External risk Risk caused by external forces which Thai dessert business cant expect and cant control, so our business had a plan for protect the risk that may happen from external factor and support the risk that our business will confront in the future for the risk that happen from external factors as follows as:
Politic Political factors are risk factors that weigh most in creating sustainable economic growth in 2554. In the past 1-3 years; the political situation is that we have our concern it because sometimes is significant an affect to investment, consumption, and economic policy. Because Thailands politic lacks of efficiency in the administration thus it affects to the decision making process to invest in the business (the investors are not confidence in the economic that is results from the political uncertainty). From this effect, it causes to have a high rate of unemployment within country. And the income of people decrease including the economic recession that causes to people more prefer to save their money and it affects to the overall money isnt running so; the revenue of any business will decrease.
Social Since the understanding of consumers with a dessert in long time usually have the amount of Cal Lori high that is risk for diabetes and coronary artery obstruction. It the causes of consumers are favors Thai dessert because the Thai dessert has sweet-tasting because ingredient in Thai dessert the most is sugar starch, coconut milk that whole is fat. Nowadays popularity of people like diet but our business will focus about the package, convenience of bye for gift and satisfaction in taste, clean and packaging to be that is stimulus for customer to purchase the product.
Economic This economic problem is a big problem in Thailand. Its affect to the customer population has decreased significantly. Investment in private is lower all over investment in country and foreign country, public spending that reduced because of lower revenues. So the people must be more carefully in spending its make the purchase are decrease (Eureka, 2008). That problem are risk that affect to decrease sales. That is effect to our company surely so our company setting the strategy are appropriate by promote
P a g e |100 increase sales in during the festival such as New year day, Song Kran festival etc. Our company provide variety package for respond to all level of customer demand. Its make the customer satisfaction and affect to increase sales. When variety product the customer can has more choice. Moreover its can make the customer satisfaction and can attract a lot of customers.
Fire risk The risk of fire is causing serious damage. May result in property within the building or products that we stock are lost in short time. The danger going on from fire lack of control which its will make spread follow that is the fuel and burn continues. We will prevent before the damage occurred like change the power cord. Electrical or older, no-smoking signs in the factory, Inspection machine is always, Installation of fire extinguishers and installing warning signs etc. Thus, The result of fire it is a cause of lost of money and a lot of damage property. Therefore our companies do fire insurance with Muang Thai Insurance with limits protection is 1,000,000 baht.
Customer change need The need of customer in the purchase of product of Thai dessert may change the cause to different such as the trend of customer demand is changes to the era which there are attitudes and lifestyle are different and want the Thai dessert is different from history In this cause are the direct risk to the business that may occur which will affect to sales and revenue etc. From above the reasons is risk that affects to changes the demand of buying behavior of customer we will use marketing strategy is focuses on customer by we will promote the our product that have variety of choice and promote the product that are different with other shop by brochure .
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Internal risk Marketing Our company sale Thai dessert which Tai desserts in the market are many stores, it has many competitors therefore hard to sale product. So our company must have more products to attractive customers such as Jah Mongkhut, it has a Thai dessert that be hard to find in market. Our company must have promotion such as we have package for events and delivery products to attract customers. Our products are perishable which have problem to sale and keep products then our company must solve this problem when the time off we will discount for clear products.
Employee The recruitment employees who produce the products that there are also specialized in the production of Thai desserts. We find employee from school of Thai dessert which they have guarantee from their school and then the customers trust to products. If employee resigned, manager must ask about reason that she want to leave their job. After employee leave Company, we must find new employee from school of Thai dessert that we contact with school all time.
Integrity risk The honest of employees to their job and products that important to company run business smoothly if employees are not honest to duty and responsibility; it has problems to company which effect to every department. Business cannot run smoothly so, manager use family policy to operate their business.
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Performance of machines Our company is a little equipped to produce and not more machines to prepare the dessert this reason we will focus on the quality of the ingredients used and the skill of the staff and the care of the production taking into account the quality and taste of good employees, it must be love to produce Thai dessert so, the product sold through carefully selected with respect to it. Conclusion Opportunity that Por dee kham shop will get loss income or the business cant operate successful to target planning. Our companys risk can divide to 2 parts. First is risk from external factor. Second is risk from internal factor. The external factor risk is hard to predict and can not to control, such as ,economic risk in present are decreased example flood problem in 2011 , changing in demand of customer is trend of customer demand is changes to the era which there are attitudes and lifestyle are different and want the Thai dessert is change from previously, social risk about social value of people. The internal factor risk is we often to confront in the organization, and it is the risk that we can control it, such as marketing, human resources risk, employee risk, Integrity risk and performance of machines risk.

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Chapter9 Summary
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From this project feasibility, I have learnt about the process to business especially in Thai dessert and . Study about the demand of the customer in the present and show it in the graph pattern. In this business, the product differentiation is very importance because there are a lot of competitive and the prices of them is cheap. And then I focus to increase the value of product that can make the high price for the same product in the same market. This market is a large market and a lot of consumers. In sale forecast, it forecast the revenue and expense from number of piece that are the medium rate that can sale. Moreover, our company is new brand in this market. The customers do not know us as well therefore, marketing communication mixed is used in order to attract customers that make them to know and recognize Human resources are the importance factor that effect directly with our company sales especially in the production process because it is a lot of details to produce the products. In the finally of this project is the financial analysis: it is very importance details for investor to measure this company should invest or not. In this chapter, we do the 3 statements are net income, cash flow, and balance sheet
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Reference
http://www.student.chula.ac.th/~49718863/elec.htm http://www.ddproperty.com/property/show/190484 http://www.oknation.net/blog/taxlaw/2010/12/10/entry-1 http://www.colourart2001.com/index.php?lay=show&ac=article&Id=280048&Ntype=5 http://www.jadsan.com/ http://www.okthaifood.com/kanomthai/ http://th.wikipedia.org/wiki/%E0%B8%88%E0%B8%B1%E0%B8%87%E0%B8%AB%E0%B8 %A7%E0%B8%B1%E0%B8%94%E0%B9%80%E0%B8%8A%E0%B8%B5%E0%B8%A2%E0 %B8%87%E0%B8%A3%E0%B8%B2%E0%B8%A2 http://popcensus.nso.go.th/web/nsoboard/data/0403.html http://service.nso.go.th/nso/nso_center/project/search_center/23project-th.htm http://en.wikipedia.org/wiki/Competitor_analysis http://www.netmba.com/marketing/market/analysis/ http://kanomthai.exteen.com/page http://www.industry.go.th/page/index.aspx http://www.thaienergydata.in.th/energynew/energyReview/eindex/index_econ_new2.php?prv_id =57&year=2551

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CHAPTER 3 Marketing Feasibility Analysis ................................................................................. 17

CHAPTER 4 Investment Cost ............................................................................................................ 34

Chapter 5 Production ............................................................................................................................ 43

Chapter6 Administration cost Employee Salary ........................................................................... 67

Chapter 7 Financial analysis .......................................................................................................90

Chapter 8 Risk analysis ........................................................................................................................ 98

Figure 1 : GDP in Chiangrai B.E.2546-255

To study the financial feasibility in business

Social & Culture Factors

P a g e |20 0 Techn nology

Comp petition An nalysis (3 Analy 3Cs ysis)

3. Su Chin M Muyo sho op

2. Geography: - Downtown Chiang Rai

4.2.1 Target Marketing

Por Dee Khum Positioning

CHAPTER 4 Investment Cost

Prices/unit 450 3,000 275 2,590 4,500

Investment and Depreciation Cost

Amount Depreciation 5 years 5 years 5 years

Store equipment 807,196 Kitchen equipment 157,202 Bathroom equipment 10,815

Detail of equipment 1. Computer isamicrocomputer(desktopcomputer)forcalculatethenumberofproductsandthe

2. Computer table isaluminumtablesize180*110cm.

9. Motorcycle is Honda Scoopy i for deliver a goods (when less order )

15. Sofaforcustomer.Its frieze, red color.

16. Air conditioningisawallair

18. Cash drawerisaaluminumdrawer.

Kitchen roo om. 1.Kitchen siink cabinetis sanaluminu umsink,forc cleaningequipment.

5.Oven is drying ovens with natural convection ED115, Electronicallycontrolled APT.line

is zebra Thailand brand, size 4*19, 2.6*19, 2*14, 2.7*13.5.

6. Measuring spoon setis5PieceMeasuringCupSet,StainlessSteel.Measuringcupsetsizes:

8. Spade of frying paniszebraThailandbrand,Blackhandleandbig.Sizebywidth&highis

11. Trayis aluminum; size is 16"x25"x1

13. Knife setiszebraThailandbrand,have5pieces

14. Froy Tong

Its made from brass, and its medium size.

15. Table set

made from pine, size by Length*width*height is 118 * 74* 74 cm

17. Cupboard made from

aluminum, size by Length*width*height is 60*75 *30 cm

18. Stand Mixer

is automatically to turn on &turn off. Durable for used.

ShowerHead can be removed in order topaydirt,have2levels.

Basin is made from ceramic,

size 460*460*150 cm. Have 2 head for used.

Flush toilet is a siphonic Onepiece Closet, Size: 730x380x680mm, Strap,300 400mm

Product and service

Charming Moon: Egg yolks dumpling with nutmeg extract (5 Bath/piece)

Ourcompanyalsohavedeliveryserviceforcustomertowantsuchascustomerwanttogivegift forspecialpeoplewehaveservicetodeliveryforspecialpeople,weddingeventsalsowehavedelivery service,otherevents

Chapter6 Administration cost

6.3 Electricity expense/month

Add. (+) Service expense Total Electricity expense / month

6.4 water expense/month

273.75 30.00 19.1625

baht baht baht

2 Commerce, Government Agency, State Enterprise and Industry

6.5 TOT internet and telephone expense/month

Internet expense Telephone expense

590 baht/month 500 baht/month

Maintenance costs Fax Total

200 baht/month 200 baht/month 1,490 baht/month

Explanation Administration Cost Employee salary

Depreciation Cost 2011

is zebra Thailand brand, size 419, 2.619, 214, 2.713.5.

made from pine, size by Lengthwidthheight is 118 * 74* 74 cm

aluminum, size by Lengthwidthheight is 6075 30 cm

size 460460150 cm. Have 2 head for used.