The Nyaya Bindu Tika of Dharmottara Acharya with The Nyaya Bindu - Peter Peterson
Bindu Thai Lanna Restaurant_B13
-
Upload
veetaaberry -
Category
Documents
-
view
233 -
download
0
Transcript of Bindu Thai Lanna Restaurant_B13
-
8/7/2019 Bindu Thai Lanna Restaurant_B13
1/132
-
8/7/2019 Bindu Thai Lanna Restaurant_B13
2/132
Preface
In the past, the competition between Thai Lanna food businesses is not high and the
size of investment is small. Then the entrepreneurs can make a decision in easily and notconcern about feasibility study. Nowadays is globalization that there is high competition in
any businesses. So, there are many factors that have influence to the investment such as
internal factors, external factors, economic, technology, social, and legal which are more
influence to decision making. So, the entrepreneurs in both of small and large must learn and
understand about the feasibility of project in carefully.
The study of feasibility also concerns details in every parts of administration that
consist of planning, analysis, financing, and marketing until evaluation. We learn about the
feasibility of Thai Lanna food business for use it to be guideline to do the business in the
future.
If our report has any problems, we are apologizing in our mistake and we promise that
we will do it better in the next project.
Regard
Bindu Thai Lanna Restaurant
-
8/7/2019 Bindu Thai Lanna Restaurant_B13
3/132
Contents
Acknowledgement .................................................................................................................... 9
Chapter 1: Introduction ........................................................................................................ 10
Background and significance of the project ......................................................10
Project objectives ............................................................................................. 12
Benefits of project ............................................................................................ 12
Activities/ Time frame ....................................................................................... 13
Chapter 2: Industry Profile ................................................................................................... 15
Nature of Industry ............................................................................................. 15
Situation of Industry ......................................................................................... 17
Product/Service (in General) ............................................................................. 18
Product .......................................................................................................... 19
Service ........................................................................................................... 21
Vision ................................................................................................................ 23
Mission .............................................................................................................. 23
Business Strategy ............................................................................................. 23
Corporate Level............................................................................................. 23
Business Level............................................................................................... 24
Functional Level............................................................................................ 24
Chapter 3: Market Feasibility Study ....................................................................................26
Market Analysis ................................................................................................ 26
Political Analysis ............................................................................................ 26
Economy Analysis .......................................................................................... 27
Social and Environment Analysis .................................................................. 30
Technology Analysis ...................................................................................... 31
Competition Analysis (3Cs Analysis) ................................................................. 32
Competitor Analysis ....................................................................................... 32
STP Analysis ...................................................................................................... 39
Segment ........................................................................................................ 39
Target ............................................................................................................ 41
Positioning ..................................................................................................... 43
Marketing Mix Strategy ..................................................................................... 44
Product .......................................................................................................... 44
Price ............................................................................................................ 44
-
8/7/2019 Bindu Thai Lanna Restaurant_B13
4/132
Place .............................................................................................................. 45
Promotion ...................................................................................................... 45
Sale Forecast/ Profit estimate ........................................................................... 45
Marketing Expense ........................................................................................... 55
Conclusion ........................................................................................................ 61
Chapter 4: Production and Operation Analysis ..................................................................63
Product Characteristic ...................................................................................... 63
Production and service process ........................................................................ 66
Location ............................................................................................................ 66
Facility Layout .................................................................................................. 70
Logistics Management ...................................................................................... 73
Facility Management ........................................................................................ 73
Cost of investment ............................................................................................ 74
Investment cost ................................................................................................ 79
Depreciation ..................................................................................................... 80
Depreciation Year 1 ....................................................................................... 82
Depreciation Year 2 ....................................................................................... 83
Depreciation Year 3 ....................................................................................... 85
Depreciation Year 4 ....................................................................................... 87
Depreciation Year 5 ....................................................................................... 89
Operating cost .................................................................................................. 92
Management Analysis ....................................................................................... 92
Chapter 5: Financial analysis ................................................................................................93
Income statement ............................................................................................. 93
Year 1 ............................................................................................................ 93
Year 2 ............................................................................................................ 95
Year 3 ............................................................................................................ 97
Year 4 ............................................................................................................ 99
Year 5 .......................................................................................................... 101
Cash Flow ....................................................................................................... 103
Balance sheet ................................................................................................. 109
NPV and IRR .................................................................................................... 114
Chapter 6: Risk .................................................................................................................... 121
Internal risk .................................................................................................... 121
-
8/7/2019 Bindu Thai Lanna Restaurant_B13
5/132
External risk .................................................................................................... 123
Chapter 7: Conclusion .........................................................................................................125
Appendices ............................................................................................................................ 128
-
8/7/2019 Bindu Thai Lanna Restaurant_B13
6/132
Acknowledgement
ThankMr Chaiyawat Thongintrfor consultation and suggestions about the processapproach.
Thank my friends from other groups for suggestion the information and to reviews in
report.
Thank about the Medias such as internet that give information or details to support
our report.
http://e-learning.mfu.ac.th/course/courseinfo.asp?courseid=%7BC464A774-3E11-43A0-824D-1552426F0085%7D&lan=ENhttp://e-learning.mfu.ac.th/course/courseinfo.asp?courseid=%7BC464A774-3E11-43A0-824D-1552426F0085%7D&lan=EN -
8/7/2019 Bindu Thai Lanna Restaurant_B13
7/132
Chapter 1: Introduction
Background and significance of the project
The Northern of Thailand is mountainous and more temperate than the rest of the
country, with slightly cooler weather year-round. Its location near China and Burma has
made the North a trading center and a crossroads for culture and people like the Tai,
Burmese, Chinese and many various hill tribes who all brought their own foods and cooking
styles. Our business decided to do Khan Tok Lanna restaurant at Chiangrai province.
Chiangrai is the first city of Lanna kingdom by King Mieng rai. When we think about
Chiangrai we must to think to Lanna traditional because it is the origin of Lanna so, it can
represent to Lanna traditional and Lanna cultural very well. And Khan Tok is a food
traditional of northern region. Therefore any reasons that we show to you are the reasons that
we decided to do our Thai Lanna restaurant at Chiangrai province.
Thai food varies from region to region due to geography and history. In the West,
most Thai restaurants serve Bangkok-style cuisine, so travelling in Thailand is a culinary
adventure of discovery. Lanna-style cuisine comes from the mountainous area of the country,
where the winter months are much cooler than anywhere else in Thailand, with some regionseven reaching freezing temperatures on the mountain tops! The region is abundant with wild
mushrooms, forest vegetables and fruits and wildlife which all feature in this less well-known
regional cuisine of Thailand.
The foods of the Northern or Lanna are characterized by thisabundance of flavors and
influences, with many typical foods tracing their origins to a number of different cuisines.
The North's historical isolation, thanks to its mountainous terrain, allowed its cuisine to
develop uniquely from that of Bangkok and the rest of Thailand. One of the most notable
characteristics of Lanna food is that it is not spicy and even somewhat bland or sweet in
flavor. (templeofthai, 2011)
The main thing that indicates to Thai Lanna foods is Khantoke, in the Northern dialect
means a wooden tray used for carrying dishes. Round in shape, it is made of wood, varnished
or lacquered with 5 or 6 short legs to support it. At a khantok dinner, the host and the invited
guests sit on the floor around the khantok, which serves 5 or 6 persons. The tradition of
-
8/7/2019 Bindu Thai Lanna Restaurant_B13
8/132
wearing northern mohom costume for a khantok dinner is no longer observed today.
(Thaiwayamagazine, 2011)
So, if we talk about Thai Lanna business, we will think about many kinds of Thai
Lanna foods in restaurant. And there are many businesses in Northern Thailand. But have you
ever thought that how do you do in your business for different to other competitors which
there are a lot of Thai Lanna business in the present. And also how to motivate the customers
to interested in your restaurant. So, we brain storming for think about how our business will
differentiates from others. Eventually, we will build our restaurant to be The giant of
Khantoke for motivate the customers. Because of most of Thai Lanna restaurants have same
pattern, it means that some of them are Thai restaurant style, Lanna foods, Lanna
performances, etc. which many of them are same, then we think the main point of our
restaurant for to be the sale point for customers who want differentiate and identity in itself.
Therefore it different from others and difficult to build to be the giant of Khantoke so, we
have to use a lot of money and high investment. In addition to the tasty, clean, and fresh of
foods and the best Lanna performances will help to support for customers motivate to
interesting in this restaurant more and more. It will be the best things because most of people
must eat and want entertainment. It will make them happy and enjoy in during their meals. So
we think this business is very important for everybody all of past, present, and future.
Our business is Thai Lanna Restaurant, it provides several of Thai Lanna foods that
have famous both past and present. The reasons that make us to choose this business: first, we
are really interested in Thai Lanna foods because we think it make us to know about the way
of life of local people in the past. Then we really want to learn about Thai Lanna history by
though the Thai Lanna food. And then, we start to learn about the many kinds of Thai Lanna
foods much more for to be a professional. For make it to provide the customers who really
interested in Thai Lanna foods and want to taste it. Moreover, we concentrate to make anyThai Lanna foods in every process for available to customer satisfaction. And second, we
want to publish Thai Lanna foods for everybody know what is it and how to make it in every
processes for everyone turn to pay attention for eat Thai Lanna foods more and more and also
the Lanna performances that demonstrate Thai Lanna tradition.
-
8/7/2019 Bindu Thai Lanna Restaurant_B13
9/132
Project objectives
The project Thai Lanna restaurant business has required knowledge and objective as
follow
1. For study in the real situation and analysis situation.
2. For study about marketing and competitors.
3. For study return and risk of project.
Benefits of project
The benefit from project after accomplish from set and learn process of the project,
and it lead you to understand every step to make the project in the real life.
1. Generate the creative ideas
2. Can evaluate and identify the meaning of the Project Feasibility.
3. Have more ability to solve the problem when situation change.
4. Have more skill and efficiency to do the project in the real situation.
5. Have participation of group work.
6. We will know how to manage the restaurant in realistic.
7. We can forecast what will happen or what should we do to operate our
business. We can cut the cost and save money to the future.
8. This project will help us to be young businessman.
-
8/7/2019 Bindu Thai Lanna Restaurant_B13
10/132
Activities/ Time frame
Ti
me
Activities
Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9
1. Meeting and
discussion for
choose the
business that we
want to do.
2. Plan the
operation of
business.
3. Survey the
market of Thai
Lanna restaurant
and choose target
market of
business.
4. Set the budgetof the business.
5. Survey good
location of the
business and buy
the building.
6. Design and
decorate the
business.
7. Buy material
and equipment.
8. Set upelectronic and
equipment.
9. Promote our
business and
advertisement.
Table 1.1: Show activities/time frame of study
-
8/7/2019 Bindu Thai Lanna Restaurant_B13
11/132
-
8/7/2019 Bindu Thai Lanna Restaurant_B13
12/132
Chapter 2: Industry Profile
Nature of Industry
The history of Kantoke and traditional
Kantoke tradition is the popular traditional of northern
people have to practice together since of ancient tradition.
Kantoke is the dinner party by eating Kantoke and there are many
names call Kin Khao Lang Kontoke and Kantoke tradition or
Satoke.
Kantoke is a container made of wood by take the lathe
cycle like a tray. A small Kantoke have diameter about 14 inches
and big size have diameter about 20 inches or if Kantoke for lord of north or baron will be
modified as luxury and beautiful, sometime Kantoke make by silver or Tong Kalai or lacquer
and gilded.
In the ancient, the north people popular to eat local food. When housewife made cook
completed to take Tok out of kitchen by in Tok have rice and many dishes and when finish to
eating to keep Tok for save the time. It is the culture of north people to practice succession
and Kantok tradition is also popular party to entertain visitors.
The present objectives Kantok tradition has to develop from the ancient for reception
guests visiting to give luxury, equations and for so impression. Addition, hospitality have to
applied by add to entertainment, atmosphere to feel northern city such as decorate stage by
flowers by the flower have to blend together in the concept of northern city for make guests
visiting feel good. So addition of objective for presents the spirit to the guests visiting and
gives equations to guests. It has aims at hidden several ways such
as some local have held Kantoke for conserve and revive the
culture in local, revive a traditional dress, make local food to
promote tourism and some local have built Kantoke party for make
the local people have the money and have jobs.
-
8/7/2019 Bindu Thai Lanna Restaurant_B13
13/132
Kantoke party will start from participate with people to provide everything include
with place by it have decorate the stage, scenes, and show on stage. The popular place is held
outdoors such as lawn by use mat for sit about5 to 6 people and Kantoke has in the middle.
The most Kantoke have foods about 5 to 6 such as Gaeng Haeng Lay, Keab Moo, Nam Prik
Ong, vegetables, and indispensable thing is sticky rice, sometime northern people call Khao
Neung. The people who make sticky rice have high skill and knowledge to make by start
from take rice to soak with water it call Ma Khao one night then when bring rice to steam and
when the rice ripen bring the rice to Kratip sometime call Aap or Kong Khao.
Kantoke party has often big Kratip it call Kratip Luang.
It have like general Kratip but it have big size and some local
has parade of Kratip Luang or Kantoke by the parade has Thai
dancing before parade of Kantoke and music for congratulate
and celebrate Kantoke party. When Kantoke parade arrive to
the party. The people bring Kratip Luang to the center of party
and divide sticky rice to small Krapit and distribute to people
around Kantoke party.
The people who eating Kantoke often sit on mat or bench and the people have wear
traditional dress of northern people by the men wear Mo Hom shirt, loincloth and jasmine
garland and the women wear sarong and shirt and keep flower in the ears or jasmine garland.
Addition meal dish, Kantoke has dessert for Kantoke party such as Khao Pad, Khao
Tan, fried banana, and Khao kob. For the atmosphere to built the guests visiting impression
by use light from lamp or candle and the stage has to decorate to feel northern city and have
music brand to play when the guests eating Kantoke and have the show of Thai dancing or
Thai Lanna dancing for break the program. The most popular show often have Thai Lanna
dancing and local music.
-
8/7/2019 Bindu Thai Lanna Restaurant_B13
14/132
Now, Kantoke party has to adapt by
bring the arts and culture of northern
people to applied in to the present such
as held to contest of the lantern and
light the firework on the night.
Kantoke party is the identity traditional
of northern part of Thailand and it to
conserve the life style of northern
people, culture, and the way of life.
(khantok.com, 2010)
Situation of Industry
-
8/7/2019 Bindu Thai Lanna Restaurant_B13
15/132
-
8/7/2019 Bindu Thai Lanna Restaurant_B13
16/132
Khantoke dinners have long been a popular tourist attraction in areas of Northern
Thailand, particularly around Chiang Mai and Chiang Rai. Tourists are usually treated to
authentic northern Thai cuisine while being entertained by traditional dancers in decorative
costumes.
Traditionally when a northern Thai family eats they sit on small cushions around a
low table called a "toke". Their table features "khan" - an assortment of traditional northern
finger foods in small bowls served on a platter with large wooden spoons.
Eating this style of dinner involves breaking off chunks of "Khao Niew " sticky rice,
and either dipping it into the bowls with sauces or curries, or enjoying it with meat dishes.
There are always a variety of foods shared among the diners, so each can sample sweet, sourand spicy tastes. Enjoying a Khantoke dinner is one of the best experiences you can choose as
a tourist to Thailand.
Product
There are many kinds of foods in Khantoke, it will include some of these:
Kang Hung Le: Pork Curry Northern Style
A Burmese influenced stewed pork curry which uses
peanuts, dried chilies and tamarind juice in the recipe but
containing no coconut milk.
Kao: Sticky Rice or Boiled Rice Sticky rice,
(called Khao Niew) is an essential and integral
element of Thai cooking and cuisine, and is a
must have accompaniment for certain dishes
-
8/7/2019 Bindu Thai Lanna Restaurant_B13
17/132
such as Lanna foods, etc. In the Northern region, people always eat sticky rice with
their foods same as it is the part of their life.
Namprik Ong: Chopped Pork with Tomato and Herb.
It is a recipe for Northern Thailand's famous red minced
pork Namprik. Spicy pork based dipping sauce for raw
and steamed vegetables and one of Northern Thai
cooking's signature dishes.
Namprik Num: Spicy Chili Sauce Northern Style
with Fresh and Boiled Vegetable. Namprik Num is
chili paste, made from young chilies called numprik in
the Northern Thai dialect. The chilies are long and
light green. The chili paste itself is thick, wet and
fibrous, as a result of pounding together a mixture of
roasted chilies, shallots, garlic, tomatoes, and other
ingredients. Namprik Num is hot, salty, and sweet due to its
various ingredients, and sticky rice.
Kab Moo: Crispy Fried Pork Skin. (A deep fried
crispy pork rinds, often eaten with Namprik Num and
also eaten as a snack.)
Pud Pak: Fried Vegetable with Pork Shrimp
or Beef
-
8/7/2019 Bindu Thai Lanna Restaurant_B13
18/132
Sai Ua: Grilled Sausage of Ground Pork, a grilled sausage of ground pork mixed
with spices and herbs, similar to Lao sausage; it is often served with chopped fresh
ginger and chilies at a meal.
Kai Tod: Fried Chicken
Fruits and desserts: from
seasonal
Service
There are many varieties of countryside dances, old traditional dances and other local
ceremonial dances. Typical and popular dances you're likely to see while at one of these
shows will include some of these.
Candle dance (Fawn Tian): The typical of the Thai Kheun
tribe, this dance is performed in honor of the Buddha. The female
dancers pay homage to the divinities that protect the eight cardinal
points of the Earth, asking them to pass through the candlelight in
homage to the Buddha.
Sword dance: This dance is inspired byan ancient martial art that requires tremendous courage and strength,
-
8/7/2019 Bindu Thai Lanna Restaurant_B13
19/132
and excellent reflexes. The dancers balance a number of swords on different parts of their
bodies while fighting off their rival with a sword sheath.
Glong Sabad Chai(Drums ceremony): The
most famous drum in northern, hanging on the
double wooden bars carried by men who must
be puissance a muscular body. In the past,
people will use beat in the war for give spirit
and good luck for the brave soldiers. But now
its become to the main performance inthe Northern Thailand.
Salaw Saw Seung: The seung is a lute from the
northern region of Thailand. It made from hardwood
and its strings (numbering either four or six) are
most often made of steel wire. Along with the salaw
(3-string spike fiddle) and pi saw (free reed pipe).
So, all of these called the salaw-saw-seung
ensemble.
Fingernail Dance (Fawn Leb): It usually presented by five pairs of
female dancers. Each dancer will be wearing finger stalls of beaten and
polished brass; these "fingernails" are about 15 cms (6 ins) long and give
a wonderfully graceful extension to already supple fingers. They are also
designed to accentuate the fluid hand movements of Classical Dance.
(LannaGuide, 2010)
-
8/7/2019 Bindu Thai Lanna Restaurant_B13
20/132
Vision
Our business wants to remain the leading Thai Lanna food restaurant in Chiang Rai,
by presenting 100% of customer and guest satisfaction through quality, service, cleanliness,
and value. We also maintain a profitable operation to continue our product and service, at a
reasonable cost, in a comfortable atmosphere, with exceptional service for driving sales and
increasing profits.
Mission
We will establish partnerships with Thai Lanna catering and restaurant while
providing exceptional with the Thai Lanna shows with high quality experiences for customer
and guest by developing and training of our staff. In other hand, we will corporate citizenship
and support the development of the society and community too.
Business Strategy
Our business use business strategy to operate and manage the standard of Thai Lanna
Restaurant. We divided into 3 categories;
Corporate Level
Corporate Level is refers to the direction of business which used to describe the way
in development. The corporate level is a vision of the executive in the direction of the
organization, and can communicate the vision to employee and customer to realize. Our
business has vision is wants to remain the leading Thai Lanna food restaurant in Chiang Rai,
by presenting 100% of customer and guest satisfaction through quality, service, cleanliness,
and value. So, in corporate level our business in vision and find something to develop follow
this;
- Quality: maintain the quality of Lanna foods in original version for make identity of
our Thai Lanna Restaurant.
-
8/7/2019 Bindu Thai Lanna Restaurant_B13
21/132
- Service: our business have course to train the employee service personality for
service to customer satisfaction. And make customer know they are important by service
them in high standard quality.
- Cleanliness: foods of our restaurant are clean and fresh every day. We use the fresh
raw material to cooking foods. And we decoration our restaurant pattern to see clean and
clear.
- Value: we use the identity of Lanna to decoration into location for make value into
our restaurant. In our restaurant have Lanna traditional show for support to add value into our
service.
Business Level
Business Level is the strategy that business used in competitive enterprise for
selection an appropriate business strategy to determine what thing in our business should to
do first, for make our business has competitive advantages more than competitors. Our
business use Differentiation Strategies to make differentiated our business from the general
Thai Lanna restaurant in Chiang Rai, The form of our restaurant building is created the
building to look like to Tok. Tok is like a small table that put the cup of Thai Lanna foodswhich use when Thai Northern people eating. Our Business created the building from look
like Tok because Tok is one symbol of Thai Lanna foods. We created our building
outstanding for make the business different from others and have identity for attract customer
who prefer the exotic Thai Lanna restaurant style.
Functional Level
Functional Level is refers to the policy line for division. The strategies used at the
operational level to achieve the objectives of the business, which can be evaluated in clearly.
From our business divide functional level follows this;
- Marketing: Our building was built different from other restaurants for attract many
customers to come to visit. Therefore in the Northern region have many Thai Lanna
Restaurants so we think if we create the difference thing from others, it has positive impact to
our restaurant. It makes our restaurant has more customers than others and get a lot of profitin the future. And also we promote Lanna traditional foods and performances to customers. In
-
8/7/2019 Bindu Thai Lanna Restaurant_B13
22/132
the future we will expand the branches in Northern region.
- Manufacturing: Our production process, we bring fresh and clean raw materials to
produce many kinds of Lanna foods for serve our customers.
- Logistic: We buy raw materials from local people because we think it will be
cheaper than others, fresh, clean and safety.
- Finance: We seek the outside investors for invest with our project. Its about ten
million baht for initial capital.
-
8/7/2019 Bindu Thai Lanna Restaurant_B13
23/132
Chapter 3: Market Feasibility Study
Market Analysis
General Environment Analysis
Political Analysis
Although, the situation of Thailand will face with many problems such as political
instability, economic slowdown, and the higher of oil prices but Thai people still travel in
domestic continuously.
So, the government try to solve these problems by offer policies for attract tourists
come to travel and invest more in every year. Then they announce tourism as a national
agenda on 17 April 2552 for every party help to recovery tourism industry crisis which is
main economic base of country to become better as quickly as possible. For these reasons the
government set strategy for stimulates tourism in 2552 2555. (thai2learn, 2011)
And then we think the policies that government creates and supports for help tourism
to be better are good ways for every business in country because they can run the business in
easy way. Therefore if the country doesnt have tourism, business also cant run. In addition
to tourism is very important that help to businesses in country are growth continuously. So,
its same with our business that wants tourists to come to use our service because we must to
Number (thousand people) Incomes (million baht)
Number (thousand people)
Incomes (million baht)
-
8/7/2019 Bindu Thai Lanna Restaurant_B13
24/132
use profit and income to run the business to be continues. So, its positive impacts to our
business for help our business is growth and run to the future.
Economy Analysis
In 2553, the number of international tourists that come to travel in Thailand is about
7.5 million persons. The growth rate increased by 13.7 percent from receive the number of
international tourists which so high in the first quarter. For the second quarter is decrease
condition from 2552 at 3.6 percent but tourists are still come to travel in Phuket by through
Phuket International Airport in continuously at 40 percent. So the forecast in 2553 about
overall of tourism that its better than in 2552 and have chance to growth of the number of
tourists at more than 14.5 million persons.Although in 2553, Thailand had political crisis in domestic but its not direct impact
to tourism of Thai people because they think the tourism is important tool that help to
increase their own happiness and is the main reason to relaxation. So the forecast in 2553 will
have Thai people who come to travel in domestic around 88 million persons and caused the
current income in domestic around 413,000 million baht.
For the tourism situation in 2554, will have inflation problem by expect that the
number of travel in domestic around 91 million persons and can receive incomes fromtourism around 432,000 million baht in increased rate at 4.6 percent. For the international
marketing, will make revenue in tourism at 9 percent from the number of income around
600,000 million baht and the number of tourists around 15.5 million persons. The PATA
forecast the growth of tourists in 2554, which have chance to grow at 6 percent or more by
under the condition that do not impact on politic. In Thailand still have friendship, several of
tourist attractions, and value of money are strengths of Thailand in competition in world
marketing. So, Tourism Authority of Thailand (TAT) will use strategy for built strengthen by
use campaign Amazing Thailand: Always Amazes You and concern the charm and the way
of life of Thai people for represent The charm of Thai that have special identity. Because of
tourism is one of life that link together to be Thai identity in sustainable. (Ministry of
Tourism & Sports, 2011)
-
8/7/2019 Bindu Thai Lanna Restaurant_B13
25/132
International Tourist Arrivals to Thailand
By Nationality
Month 2008 2009 % 2010 %
January 1,437,686 1,269,978 -11.67 1,604,179 26.32
February 1,481,458 1,138,220 -23.17 1,614,844 41.87
March 1,407,649 1,237,132 -12.11 1,439,401 16.35
April 1,222,253 1,085,293 -11.21 1,108,209 2.11
May 1,172,310 923,918 -21.19 804,492 -12.93
June 1,155,004 954,772 -17.34 943,900 -1.14
July 1,275,557 1,094,658 -14.18 1,250,355 14.22
August 1,214,678 1,149,288 -5.38 1,251,556 8.90
September 890,066 1,040,538 16.91 1,191,755 14.53
October 1,094,452 1,209,473 10.51 1,313,577 8.61
November 1,076,156 1,361,574 26.52 1,472,752 8.17
December 1,156,951 1,684,997 45.64 1,802,160 6.95
Total 14,584,220 14,149,841 -2.98
Quarter 2008 2009 % 2010 %
Quarter 1 4,326,793 3,645,330 -15.50 4,658,424 27.80
Quarter 2 3,549,567 2,963,983 -16.50 2,856,601 -3.62
Quarter 3 3,380,301 3,284,484 -2.83 3,693,666 12.46Quarter 4 3,327,559 4,256,044 27.90 3,406,269 -19.96
Total 14,584,220 14,149,841 -2.98
(Ministry of Tourism & Sports, 2011)
http://secretary.mots.go.th/download/graph/2009/by_nationality/Inter_January_2009.pdfhttp://secretary.mots.go.th/download/graph/2010/by_nationality/Inter_Jan_2010.pdfhttp://secretary.mots.go.th/download/graph/2009/by_nationality/Inter_February_2009.pdfhttp://secretary.mots.go.th/download/graph/2010/by_nationality/Inter_Feb_2010.pdfhttp://secretary.mots.go.th/download/graph/2009/by_nationality/Inter_March_2009.pdfhttp://secretary.mots.go.th/download/graph/2010/by_nationality/Inter_Mar_2010.pdfhttp://secretary.mots.go.th/download/graph/2009/by_nationality/Inter_April_2009.pdfhttp://secretary.mots.go.th/download/graph/2010/by_nationality/Inter_Apr_2010.pdfhttp://secretary.mots.go.th/download/graph/2009/by_nationality/Inter_May_2009.pdfhttp://secretary.mots.go.th/download/graph/2010/by_nationality/Inter_May_2010.pdfhttp://secretary.mots.go.th/download/graph/2009/by_nationality/Inter_June_2009.pdfhttp://secretary.mots.go.th/download/graph/2010/by_nationality/Inter_June_2010.pdfhttp://secretary.mots.go.th/download/graph/2009/by_nationality/Inter_July_2009.pdfhttp://secretary.mots.go.th/download/graph/2010/by_nationality/Inter_July_2010.pdfhttp://secretary.mots.go.th/download/graph/2009/by_nationality/Inter_Aug_2009.pdfhttp://secretary.mots.go.th/download/graph/2010/by_nationality/Inter_Aug_2010.pdfhttp://secretary.mots.go.th/download/graph/2009/by_nationality/Inter_Sep_2009.pdfhttp://secretary.mots.go.th/download/graph/2010/by_nationality/Inter_Sep_2010.pdfhttp://secretary.mots.go.th/download/graph/2009/by_nationality/Inter_October_2009.pdfhttp://secretary.mots.go.th/download/graph/2010/by_nationality/Inter_Oct_2010.pdfhttp://secretary.mots.go.th/download/graph/2009/by_nationality/Inter_November_2009.pdfhttp://secretary.mots.go.th/download/graph/2010/by_nationality/Inter_Nov_2010.pdfhttp://secretary.mots.go.th/download/graph/2009/by_nationality/Inter_Dec_2009.pdfhttp://secretary.mots.go.th/download/graph/2010/by_nationality/Inter_Dec_2010(1).pdfhttp://secretary.mots.go.th/download/graph/2009/by_nationality/Inter_Jan-Dec2009.pdfhttp://secretary.mots.go.th/download/graph/2009/by_nationality/Inter_January_2009.pdfhttp://secretary.mots.go.th/download/graph/2010/by_nationality/Inter_Jan_2010.pdfhttp://secretary.mots.go.th/download/graph/2009/by_nationality/Inter_February_2009.pdfhttp://secretary.mots.go.th/download/graph/2010/by_nationality/Inter_Feb_2010.pdfhttp://secretary.mots.go.th/download/graph/2009/by_nationality/Inter_March_2009.pdfhttp://secretary.mots.go.th/download/graph/2010/by_nationality/Inter_Mar_2010.pdfhttp://secretary.mots.go.th/download/graph/2009/by_nationality/Inter_April_2009.pdfhttp://secretary.mots.go.th/download/graph/2010/by_nationality/Inter_Apr_2010.pdfhttp://secretary.mots.go.th/download/graph/2009/by_nationality/Inter_May_2009.pdfhttp://secretary.mots.go.th/download/graph/2010/by_nationality/Inter_May_2010.pdfhttp://secretary.mots.go.th/download/graph/2009/by_nationality/Inter_June_2009.pdfhttp://secretary.mots.go.th/download/graph/2010/by_nationality/Inter_June_2010.pdfhttp://secretary.mots.go.th/download/graph/2009/by_nationality/Inter_July_2009.pdfhttp://secretary.mots.go.th/download/graph/2010/by_nationality/Inter_July_2010.pdfhttp://secretary.mots.go.th/download/graph/2009/by_nationality/Inter_Aug_2009.pdfhttp://secretary.mots.go.th/download/graph/2010/by_nationality/Inter_Aug_2010.pdfhttp://secretary.mots.go.th/download/graph/2009/by_nationality/Inter_Sep_2009.pdfhttp://secretary.mots.go.th/download/graph/2010/by_nationality/Inter_Sep_2010.pdfhttp://secretary.mots.go.th/download/graph/2009/by_nationality/Inter_October_2009.pdfhttp://secretary.mots.go.th/download/graph/2010/by_nationality/Inter_Oct_2010.pdfhttp://secretary.mots.go.th/download/graph/2009/by_nationality/Inter_November_2009.pdfhttp://secretary.mots.go.th/download/graph/2010/by_nationality/Inter_Nov_2010.pdfhttp://secretary.mots.go.th/download/graph/2009/by_nationality/Inter_Dec_2009.pdfhttp://secretary.mots.go.th/download/graph/2010/by_nationality/Inter_Dec_2010(1).pdfhttp://secretary.mots.go.th/download/graph/2009/by_nationality/Inter_Jan-Dec2009.pdf -
8/7/2019 Bindu Thai Lanna Restaurant_B13
26/132
-
8/7/2019 Bindu Thai Lanna Restaurant_B13
27/132
Establishments 111 113 - 1.77
Rooms 5,519 5,512 + 0.13
Occupancy Rate ( % ) 35.39 37.62 - 2.23
Average Length of Stay (Day) 1.65 1.72 - 0.07
Number of Guest Arrivals 885,611 862,321 + 2.70
Thai 639,292 621,549 + 2.85
Foreigners 246,319 240,772 + 2.30
(deparetment of tourism, 2010)
Social and Environment Analysis
Chiang Rai is a land of outstanding natural beauty, where visitors looking to avoid the
hordes for relaxation in their holiday. Today, Chiang Rai is a travelers paradise, endowed
with abundant natural attractions and antiquities. Attractions range from ruins of ancient
settlements and Buddhist shrines to magnificent mountain scenery and hill tribe villages. For
those interested in the natural side of Chiang Rai, jungle trekking is a magical experience;
explore the mountains of the north along various hiking trails, many of which access the
villages of diverse hill tribes groups, many of whom maintain their traditional lifestyles.
Chiang Rai, the former capital of the great Lanna Kingdom, is a fascinating province
filled with cultural and natural wonders, including the Golden Triangle where Thailand, Laos,
and Burma come together; an area that was once the hub of opium production, a trade that
had much influence on cultural practices and lifestyles. Chiang Rai had stayed off the tourist
radar for many years, its people enjoying very leisurely development and mostly traditional,
rural lifestyles. Until this day, entire clans live together in bamboo houses and each village
has its own individual character.
Recently tourism has boomed in Chiang Rai, where visitors have come to explore the
pristine natural beauty of the countryside, immerse themselves in the indigenous culture, taste
the traditional foods which have many kinds for provide you, including those of a variety of
different hill tribe communities. Fortunately for tourists, Chiang Rai is also a center for
community development projects, helping rural villagers develop their attractions without
adversely affecting their natural and cultural assets. (tourismthailand, 2011)
-
8/7/2019 Bindu Thai Lanna Restaurant_B13
28/132
Technology Analysis
Technology has changed rapidly and has many new innovations in the present. Thenwe think about the machine that will help us simply in our restaurant. That is the machine that
helps to order the menu. For example, when customers come to our restaurant, the waiter will
serve the foods and drinks for you. This machine can help you when you want foods and
drinks again, you can press the bottom on your table for call the waiter. And waiter will come
to you and ask what you want to eat something else? You can tell them and they will serve
for you. And therefore, our restaurant quite has many customers then we use the washing
machine for help us to wash the plate and dish. And we think in the future, we will bring new
technology to use in our restaurant for help us to convenience and fast in working.
-
8/7/2019 Bindu Thai Lanna Restaurant_B13
29/132
Competition Analysis (3Cs Analysis)
Competitor Analysis
For the Thai Lanna restaurant business in Chiang rai is quite competitors. The main
competitor of our Thai Lanna restaurant is Sa Bun Nga Khantoke, Chiang rai. Sa Bun Nga
restaurant is a famous restaurant in Chiang rai. They have identity in Lanna pattern for serve
to their customer. They accommodate tourist both Thai and foreign with experience of
executive for over ten years. Enabling it in mind, of quality and service. They have Thai
Lanna music and dance show. It also passed the citification standards in the Mued Dang
Guide, get Clean Food Good Taste, and Thai Food Restaurant to International rewards.
Sa Bun Nga restaurant is located next to International House Hotel Sa Bun Nga, G-Club as
well as good atmosphere, sweet song and handle private tourists too. They have 50 tables
available, 2 banquet, 50 cars on car park, Visa, Master Card. Tel: 053-123456 , Fax: 053-
987654 , andhttp://www.sabun-nga.com. Time open 17:00 23:00 pm. Hence, Sa Bun Ngarestaurant is famous well know restaurant in Chiang rai for a long time. It is high premium
standard degree of Thai Lanna Khantoke restaurant. (saban-nga khantok, 2010)
http://www.sabun-nga.com/http://www.sabun-nga.com/http://www.sabun-nga.com/ -
8/7/2019 Bindu Thai Lanna Restaurant_B13
30/132
SWOT Analysis
Strength Weakness
- They are only one Thai Lanna
reataurant in Chiangrai.
- They provide many kinds of Thai Lanna
foods and also have shows.
- They have their own ingredient to make
their food such as Sai Ua.
- They accommodate both of Thai and
foreigner tourists.
- At the moment, they lack of employees
that are Thai ladies dance about 6 persons
and cashier about 1 person to work with
their restaurant.
- The restaurant can accommodate
tourists not much and not enough car
park.
Opportunity Threat
- They no have competitor in their
restaurant, so they can earn more money
in khantoke restaurant.
- Around their restaurant have club and
hotel provide to customers.
- According to Chiangrai citizens said
that, Sa Ban Nga restaurant is the most
expensive Thai Lanna restaurant in
Thailand. About 95% of Chiangrai never
been to eat there.
-
8/7/2019 Bindu Thai Lanna Restaurant_B13
31/132
Food is classified into 2 set - Thai people and Foreign.
- Thai Lanna food for foreign.
1.
Rambutan soup
2.
Hung lae
3.
Namprik Ong
4. Sa
Ban Nga kai tod
5. Kab
Moo
6. Pud Pa
7. Sticky Rice or Boiled Rice
8. Fruits and desserts
- Thai Lanna food for Thai people.
1. Hung Lae
2. Namprik Num
3. Kai tod
4. Sai Ua
5. Kab Moo
6. Namprik Ong
7. Sticky Rice or Boiled Rice
8. Fruits and desserts
Sa Bun Nga restaurant hot promotion
Promotion 2,500/250 PV
1. Heineken 20 bottles + food 500.-
-
8/7/2019 Bindu Thai Lanna Restaurant_B13
32/132
2. Hundred malt 2 bottles + mixer + food 300.-
3. Food 3000.
Sa Ban Nga G-Club Pub & Restaurant
Other accommodation is Sa Ban Nga pub & restaurant. They provide folksong music
and high quality of service with nice waitresses.
Sa Ban Nga Hotel
Sa Ban Nga restaurant also have Sa Ban Nga hotel which cleaning room, low
price, and facility and amenity provide to their customers.
-
8/7/2019 Bindu Thai Lanna Restaurant_B13
33/132
Map
Customer Analysis
The customer analysis is the tools for researching the customer requirement, and
demands. What is the customers want and what things the customer less concern for adapting
the products and services to meet customer satisfaction. Our Thai Lanna restaurant focus into
a group of tourist who come to visits Chiang rai and population who live in Chiang rai. There
are both Thai and foreign customers because they want to learn Thai Lanna culture, food, and
show. They can get more knowledge and information from our restaurant. We divide group
of people into 3 segments both Thai and foreigner that are the group of people who travel
Sa Ban Nga Restaurant
Chiang rai bus station
1
Mae Sai Phayao
Chiang rai Hospital
-
8/7/2019 Bindu Thai Lanna Restaurant_B13
34/132
with a group tour, people who travel alone or by themselves, and also all people who live in
Chiang Rai as follow:
Factor to determine the customers decision
Product: We provide clean, fresh, and tasty food to our customer. We maintain high
quality of food to be a number one of restaurant in Chiang rai. We prepare many kind of Thai
Lanna foods to response both Thai and foreigner customer. So, our customer will receive
high quality of products and satisfied like they need. To make our foods have identity and
differentiate from other.
Service: There are various kinds of countryside dances, old traditional dances and
other local ceremonial dances. Employee have trained and responsibility with hey duty. We
show Thai Lanna traditional while serving food to make customer feel that we concern them
all the time. We will take care all of customers like our family while maintain premium
standard of service.
Environment: We provide both of common room and private room in our restaurant.
We use Thai Lanna style equipments to decorate the whole restaurant. For employee, dress
Thai Lanna cloths. Customer can eat delicious food and looking show together. To make
customer feel that they stay in Lanna atmosphere and feel comfortable to stay in the
restaurant. (Gnetwork, 2010)
Type of people Number of people
Group Tour 278,636
Travel Alone 1,157,799
Population in Chiang Rai 1,227,317
-
8/7/2019 Bindu Thai Lanna Restaurant_B13
35/132
- Competitive Analysis
Sa Bun Nga is major competitor for our business in Chiang rai. We are going
to make our restaurant different from them. Our restaurant located in town of Chiang rai, near
rim of the Kok River. Its a good location and good environment for attract many tourists.
The tourist can come to restaurant very easy. We give high quality of food while cheaper
price than competitor and also employ well-trained staff. In our restaurant have Lanna
traditional show for support to add value into our service. We also have the souvenir shop
about Thai Lanna food and gift for customer. We are given intensive training to the employee
in takes great care to the customer. We use direct channel to customers and fast delivery
services that make competitive advantage. In fact prices are also determined by competitor's
products and service. If the competitors have the same product, then the price of a product
will go down for attract the customer come to use. In contrast, if our restaurant is popular,
another restaurant has started offering similar products to our restaurant at a lower price and
we are unable to match this. Then we will use high cost to maintain loyalty customer and
attract new customers. Moreover, we think about the machine that will help us simply in our
restaurant and response the need of customer as fast as possible. Nevertheless, we will
support local communities around our restaurant to get benefits form building restaurant near
communities. It is an opportunity for our restaurant to advertise to other people and make
them know and maintain profit too. We welcome all of customer and service them through
our heart. (Dobney, 2010)
-
8/7/2019 Bindu Thai Lanna Restaurant_B13
36/132
STP Analysis
Segment
Figure 3.1: Average of people who visit and travel in Chiang Rai.
Segment of our group are visitors, tourists and excursionists in Chiang Rai, 2007,
both Thai and foreigner. Thai visitors are 1,135,659 people and foreigner visitors are 300,776
people. Thai tourists are 952,813 people and foreigners are 265,518 people. Thai
excursionists are 182,846 people and foreigners are 35,258 people. There are divided into two
categories of both visitors are tourists are 1,218,331 people and traveler are 218,104 people.
(department of tourism, 2011)
0
200,000
400,000
600,000
800,000
1,000,000
1,200,000
Thai Foreigner
Visitor
Tourist
Excursionist
595,000
600,000
605,000
610,000
615,000
620,000
625,000
Population
Women
Men
-
8/7/2019 Bindu Thai Lanna Restaurant_B13
37/132
Figure 3.2 Average of people who live in Chiang Rai.
According to the population in Chiang Rai province, all people who live in Chiang
Rai are 1,227,317 people and these all people divide into two groups that are men and
women. The groups of women have 620,542 people and men 606,775 people. (statistic of
population in thailand, 2011)
Figure 3.3: Average numbers of people both Thai and foreigner who visit and travel
in Chiang Rai.
We can see the average number of people both Thai and foreigner for the segment
market of our business that we choose the groups tour, visitors who travel alone or travel by
themselves both Thai and foreigner and populations in Chiang Rai because they want to learn
the culture of Lanna with food and show or they want to have more knowledge and
information that our restaurant can serve for them. Then for segment of the people in ourbusiness follow the age. We can divide into 3 segments that are the group of people who
travel with a group tour, Thai is 156,900 people and foreigner is 121,736 people. For people
who travel alone or by themselves, Thai is 978,759 people and foreigner is 179,040 people.
And also all people who live in Chiang Rai are 1,227,317 people. (deparetment of tourism,
2010)
0
500,000
1,000,000
1,500,000
Thai Foreigner Poppulation
Group Tour
Alone
Population in Chiang Rai
-
8/7/2019 Bindu Thai Lanna Restaurant_B13
38/132
Figure 3.4: Food and beverage average expenditures (per year)
This graph show the average for the food and beverage average expenditure of
tourists, traveler, and visitors in January to March, 2007 are 909.56 million baht per year and
shopping and souvenirs average expenditures are 3,132.28 million baht per year. So, these are
thing that our business chooses the business about restaurant and some souvenir for touristsand visitors. (Department of tourism, 2010)
Target
The main target is the tourists and visitors in Chiang Rai.
Purchasing power: If we talking about for this group there are a lot of number in this
segment that we will target because many people in this target group are worked and
0500
100015002000250030003500
MillionsBaht
F&B
Shoping & souvenir
-
8/7/2019 Bindu Thai Lanna Restaurant_B13
39/132
study. They have more money and ability for purchase and consume our product and
service by themselves for respond their want and need.
Lifestyle: Now a day many people have more educated and knowledge. So, they still
want to have new experiences and new perception of their life that they can talk with
other too. Then it is the good opportunity of our restaurant to open for the tourists and
visitors.
Influencing Power to buy and consume the product and service: For this target more
influence to buy the product is them self or package tour because of they have more
money and whatever they want they will buy them, some time the advertisement of
product have to support their decision making too.
The second target group is people in Chiang Rai.
Purchasing power: People in this group come from the different provinces and
countries. So, they also have enough money and freedoms to use the restaurant that
make them receive new experiences. They have ability to buy the product and service
for respond their want and need.
Lifestyle: Now a day many people in Chiang Rai have less time to cooking dinner.
So, they will seek for the new one can make them receive the new experience with
their local food and appropriate price too. Then it is the good opportunity for our
restaurant to open the business because it can respond to this target group and make
more money for our business.
Influencing Power to buy and consume the product and service: Tourists and visitors
can decision to buy the product and service. They will receive the quality of our
product and service that they buy. Not only their self for decision to buy but also
including their friend or family to support them too.
-
8/7/2019 Bindu Thai Lanna Restaurant_B13
40/132
Positioning
High Quality Service
Saban Nga Kantoke Bindu Thai Lanna Rest.
Expensive Reasonable Price
Poor Quality Service
The positioning of Bidu Thai Lanna restaurant is in the area that people can access
such as near the bridge over the Kok River, Muang Chiang Rai because it has good
atmosphere and easy to available. We know that they want to make them have more
perception and knowledge about Thai Lanna styles of our restaurant. Then we will make
them satisfy by build the standard of product and service. The structure building of our
-
8/7/2019 Bindu Thai Lanna Restaurant_B13
41/132
restaurant is the Lanna style and it is in the good location and view. Inside the restaurant, we
provide the Lanna food and show for serve to our customer by the expert people who have
more knowledge about food and show. The price of our restaurant have different price, it
depending on the type of age and height that we use and it appropriate for that every people
too. In the other hand, we also have the souvenir shop about Thai Lanna food and gift for
customer. The Employees in our restaurant have to smile for customer and make them
friendly with Thai Lanna dressing and talking in Lanna language. It can make customers are
happy and satisfies for come to use our service again. So, we will get the customer loyalty
and when our customers tell to other it is the word of mouth in the group of our customer.
This is the good reason to make high profit to our restaurant. (saban-nga khantok, 2010)
Marketing Mix Strategy
Product
Our product is Thai Lanna restaurant the heart of product is making differentiated and
the good services quality for creating the values to customers. Our product is the skill of
lanna food and lanna show that serve the special and good service for customer. We offer the
product into two types, there are Kang Hung Le, Sticky Rice, Namprik Ong, Namprik Num,
Kab Moo, Pud Pak, Sai Ua, Kai Tod, Fruits and desserts. For the service that we offer are
Candle dance (Fawn Tian), Sword dance, Glong Sabad Chai (Drums ceremony), Salaw
Saw Seung, and Fingernail Dance (Fawn Leb). We order the good quality materials and show
from the local people that make them have the better life. The responsibilities for maintain
customers satisfy are service and product. So, the employees are the most one that important
of our business, we are given intensive training in takes great care to the customer. Our
branding is Bindu Thai Lanna Restaurant shows the quality of food and service of Thai
Lanna style for customers. We provide the guarantee in our product and services after the
customer use our restaurant.
Price
-
8/7/2019 Bindu Thai Lanna Restaurant_B13
42/132
We set the price by use flexible level policy for each different customer both Thai and
foreigner such as the set of buffet price is 450 baht per a head for adult. For the children who
have the age not over 15 years old, we set the price is 250 baht per a head, but for the
children who have the height not over 120 centimeters, they can receive free of charge. We
have the 2% commission for the travel agency that led the group of tourist into our restaurant.
For tour guide and driver, we will give free of charge for them. In fact prices are also
determined by competitor's products and service. If the competitors have the same product,
then the price of a product will go down for attract the customer come to use.
Place
We locate near the bridge over the Kok River, Muang Chiang Rai because it is good
atmosphere and easy to available. The main customers are tourists, visitors, and local people.
We use direct channel to customers and fast delivery services that make competitive
advantage.
Promotion
We advertise by use e-advertising and brochure or leaflets. We use the personal
selling have the call center and encounter or face to face between employee and customer.
Sale promotion in our restaurant have special price that offer for customer by come three get
one free in the last week of every three months.
Sale Forecast/ Profit estimate
Chiang rai province has many tourists come to this place divided into 3 groups;
tourist, excursionist and local people and the number of tourists come to Chiang rai about
1,436,435 people per year. We can forecast number of customers to come in our restaurant by
-
8/7/2019 Bindu Thai Lanna Restaurant_B13
43/132
estimated from 1% of total tourist by we compute to quarter of each year, excursionist and
local people in Chiang rai. (Tourist Arrivals in Thailand, 2010)
In first months, we design and decorate the building, buy material equipment and set
up the electronic and equipment. We open our restaurant in 5 month. In our restaurant, 2
month after open the restaurant, our restaurant is not well-know so the numbers of customers
are not too much. It will be 44 people per day that will be 1,320 people per month. We
forecast customer 23% or 304 people is foreigner tourists and 77% or 1,016 people is Thai
people.
The cost of set Kantoke buffet is 450 baths per people and souvenir shop; we have
15,000 baths per month from hiring shop and 5% of total profits of souvenir shop per year.
After that we can forecast income like the table below.
Income forecast in first month after open
Service
Income (bath)
Foreigner
304 people
Thai People
1,016 people
Total
1,320 people
Set Kantoke Buffet 136,800 457,200 594,000
Table 3.1: Income forecast in first month
Income forecast in second month after open
Service
Income (bath)
Foreigner
304 people
Thai People
1,016 people
Total
1,320 people
Set Kantoke Buffet 136,800 457,200 594,000
Table 3.2: Income forecast in second month
-
8/7/2019 Bindu Thai Lanna Restaurant_B13
44/132
For next month income will same the first month. In month 3 after open restaurant
will be well-known more than 2 months ago because we join with group tour. We assume
that our employees can serve service for 10 people per day.
In low season during April to June will customer come to Chiang rai province about
268,907 people. We can forecast customer will come to our restaurant 1% or 2,689 people
per month. We forecast customers 23% or 618 people is foreigner and 77% or 2,071 people is
Thai people. (Department of tourism, 2010)
We can forecast income like the table below
Income forecast during low seasonal
Service
Income (bath)
Foreigner
618 people
Thai People
2,071 people
Total
2,689 people
Set Kantoke Buffet 278,100 931,950 1,210,050
Table 3.3: Income forecast during low seasonal
In middle seasonal during June to August will customer increase 11% from low
season Therefore, we will have customers 2,985 people. We forecast customers 23% or 687
people is foreigner and 77% or 2,298 people is Thai people. (Department of tourism, 2010)
We can forecast income like the table below
Income forecast during middle seasonal
-
8/7/2019 Bindu Thai Lanna Restaurant_B13
45/132
-
8/7/2019 Bindu Thai Lanna Restaurant_B13
46/132
Table 3.6: Sale forecast in year 1
Sale forecast in year 1
Month Income (Bath)
1 -
2 -3 -
4 -
5 594,000
6 594,000
7 1,343,250
8 1,343,250
9 1,343,250
10 2,129,850
11 2,129,850
12 2,129,850
Total 11,607,300
-
8/7/2019 Bindu Thai Lanna Restaurant_B13
47/132
Figure 3.1: Sale Forecast in year 1
Table 3.7: Sale forecast in year 2
Sale forecast in year 2
Month Income (Bath)
1 2,172,447
2 2,172,447
3 2,172,447
4 1,234,251
5 1,234,251
6 1,234,251
7 1,370,115
8 1,370,115
9 1,370,115
10 2,172,447
11 2,172,447
12 2,172,447
Total 20,847,780
-
8/7/2019 Bindu Thai Lanna Restaurant_B13
48/132
-
8/7/2019 Bindu Thai Lanna Restaurant_B13
49/132
Figure 3.3: Sale Forecast in year 3
Table 3.9: Sale forecast in year 4
Sale forecast in year 4
Month Income (Bath)
1 2,440,744
2 2,440,744
3 2,440,744
4 1,386,681
5 1,386,681
6 1,386,681
7 1,539,324
8 1,539,324
9 1,539,324
10 2,440,744
11 2,440,744
12 2,440,744Total 23,422,479
-
8/7/2019 Bindu Thai Lanna Restaurant_B13
50/132
Figure 3.4: Sale Forecast in year 4
Table 3.10: Sale forecast in year 5
Sale forecast in year 5
Month Income (Bath)
1 2,684,818
2 2,684,818
3 2,684,8184 1,525,349
5 1,525,349
6 1,525,349
7 1,693,256
8 1,693,256
9 1,693,256
10 2,684,818
11 2,684,818
12 2,684,818
Total 25,764,723
-
8/7/2019 Bindu Thai Lanna Restaurant_B13
51/132
-
8/7/2019 Bindu Thai Lanna Restaurant_B13
52/132
Figure 3.6: Sale Forecast for 5 years
Marketing Expense
Bindu Thai Lanna Restaurant has marketing expense for make people know about our
restaurant by make brochure, poster, magazines, radio station, temporary billboard, and
website for make more sale and profit to our restaurant. Which important thing for attract thecustomer to come in our restaurant.
In first 2 months after open our restaurant; we spend money about 30,000 baths per
month for advertise and promote our restaurant and we will spend money about 5,000 baths
every month for advertise and promote our restaurant every month. In low seasonal we will
spend money about 10,000 baths during April to June for promote and advertisement our
restaurant.
-
8/7/2019 Bindu Thai Lanna Restaurant_B13
53/132
Marketing Expense year 1
Month Marketing Expense (Bath) Profit (Bath)
1 - -
2 - -
3 - -
4 - -
5 40,000 554,0006 40,000 554,000
7 5,000 1,338,250
8 5,000 1,338,250
9 5,000 1,338,250
10 5,000 1,338,250
11 5,000 1,338,250
12 5,000 1,338,250
Total 110,000 9,137,500
Table 3.12: Marketing Expense year 1
-
8/7/2019 Bindu Thai Lanna Restaurant_B13
54/132
Figure 3.7: Marketing Expense in year 1
Marketing Expense year 2
Month Marketing Expense (Bath) Profit (Bath)
1 5,000 2,167,447
2 5,000 2,167,447
3 5,000 2,167,447
4 10,000 1,224,251
5 10,000 1,224,251
6 10,000 1,224,251
7 5,000 1,365,115
8 5,000 1,365,115
9 5,000 1,365,115
10 5,000 2,167,447
11 5,000 2,167,447
12 5,000 2,167,447Total 75,000 20,772,780
Table 3.13: Marketing Expense year 2
-
8/7/2019 Bindu Thai Lanna Restaurant_B13
55/132
-
8/7/2019 Bindu Thai Lanna Restaurant_B13
56/132
Figure 3.8: Marketing Expense in year 3
Marketing Expense year 4
Month Marketing Expense (Bath) Profit (Bath)
1 5,000 2,435,744
2 5,000 2,435,744
3 5,000 2,435,744
4 10,000 1,376,681
5 10,000 1,376,681
6 10,000 1,376,681
7 5,000 1,534,324
8 5,000 1,534,324
9 5,000 1,534,324
10 5,000 2,435,744
11 5,000 2,435,744
12 5,000 2,435,744
Total 75,000 23,347,479
Table 3.15: Marketing Expense year 4
-
8/7/2019 Bindu Thai Lanna Restaurant_B13
57/132
Figure 3.9: Marketing Expense in year 4
Marketing Expense year 5
Month Marketing Expense (Bath) Profit (Bath)
1 5,000 2,679,818
2 5,000 2,679,818
3 5,000 2,679,818
4 10,000 1,515,349
5 10,000 1,515,3496 10,000 1,515,349
7 5,000 1,688,256
8 5,000 1,688,256
9 5,000 1,688,256
10 5,000 2,679,818
11 5,000 2,679,818
12 5,000 2,679,818
Total 75,000 25,689,723
Table 3.16: Marketing Expense year 5
-
8/7/2019 Bindu Thai Lanna Restaurant_B13
58/132
Figure 3.10: Marketing Expense in year 5
Conclusion
Bindu Thai Lanna restaurant is located near the bridge over the Kok River, Muang
Chiang Rai. The location of our restaurant is in the area that easy to access and good
atmosphere. Bindu Thai Lanna restaurant has total area of approximately 1 rai or around
1,600 square meters. The restaurant building has area around 400 square meters (1/4 of total
area). We designed our restaurant in differentiate form of others Lanna restaurant by created
our restaurant building to look like Toke, for make customers feel exciting and pay attraction
to our restaurant. Our Toke building restaurant is divided into 3rd floor.
The 1st floor we have area for rent to do souvenir shops, and we dividend the rental
area into 4 parts and in every part have area around 80 square meters. Our restaurant has
souvenir shops provide to serve customer, they can buy any Chiang Rai OTOP product in
here!!
-
8/7/2019 Bindu Thai Lanna Restaurant_B13
59/132
The 2nd floor is the main dining room and main stage show; in this floor can capacity
the customers are 32 persons and have 8 tables provide to customer, in our restaurant have
new technology to make customer to join with us, our technology is the self-order menu;
customer can choose foods that they want and call the staffs by themselves. And in 2nd floor
also have main stage for show Lanna traditional to customer along with have dining Lanna
foods.
The 3rd floor is roof deck; in this floor is open-air atmosphere it suitable for customers
who want to find experience of Chiang Rai environment and our restaurant also provide Thai
Lanna flock songs to let customer to feel relax. In the 3 rd floor is suppurating into 2 zones
1. Dinner on Tok; customer capacity are 32 persons, we have 8 Toks provide in there
and one Tok can sit only 4 persons.
2. VIP rooms; customer capacity are 24 persons in total of VIP zone, we have 3 rooms
and in any VIP room can serve customer 8 persons.
Are you often or not? That goes to restaurant and cant find parking. In the Bindu
Thai Lanna restaurant has large area for parking about 800 square meters; customer can find
parking easily whether it is a car or bus our restaurant also think about it and provide the
large area of parking to serve the problem.
In the future, we have planned to develop and make new things in the Bindu Thai
Lanna restaurant. We forecast to do the next plan net income of our business. We think we
must to use the available area in Bindu Thai Lanna restaurant to make many benefit to our
business in the future.
-
8/7/2019 Bindu Thai Lanna Restaurant_B13
60/132
Chapter 4: Production and Operation Analysis
Product Characteristic
Our restaurant provides many kinds of products that serve to both Thai and foreigner
tourist. We serve high quality of products with suite to the price from medium class to highclass for our customers. We set buffet foods for each khantoke. The price is 450 Bahr per
person for adults and 250 Bath per person for children.
1). Set Kantoke for Thai customers.
- Clear chicken soup
- Kang hang lay
- Sticky Rice or Boiled Rice
- Namprik Ong
- Namprik Num
- Kab moo
- Sai ua
- Fried Chicken
- Mix fruits and desserts
- Fired bananas
- Fresh steamed vegetables
Price: Adult 450 Baht /1 person
Children 250 Baht/ 1 person
-
8/7/2019 Bindu Thai Lanna Restaurant_B13
61/132
2). Set Kantoke for foreigner customers.
- Clear chicken soup
- Pud pak
- Kang hang lay
- Sticky Rice or Boiled Rice
- Namprik Ong
- Kab moo
- Fried Chicken
- Fired Pork
- Mix fruits and desserts
- Fired bananas
- Fresh steamed vegetables
1. Clear chicken soup
We make soup is always refreshing and serve
with hot soup.
2. Kang hang lay
Pork Curry Northern Style which uses peanuts,
dried chilies and tamarind juice in the recipe
but containing no coconut milk.
3. Pud pak
Fried vegetable with pork shrimp or beef.
We use many kinds of vegetable such as carrot,
mushroom, kale, cabbage, broccoli, and lettuce or
vegetable on seasonal witch keep fresh and clean.
4. Sticky Rice or Boiled Rice
It is an essential and integral element of Thai
cooking and cuisine, and is a must have
accompaniment for certain dishes such as Lanna
foods. We serve with warm rice and keep clean.
5. Namprik Ong
Chopped pork with tomato and herb. It is a recipe
Price: Adult 450 Baht /1 personChildren 250 Baht/ 1 person
-
8/7/2019 Bindu Thai Lanna Restaurant_B13
62/132
-
8/7/2019 Bindu Thai Lanna Restaurant_B13
63/132
Production and service process
Our service process starts from customer walk in to our Thai Lanna Restaurant. We
have beautiful connor with Northern Lanna style for customer to take photos, then hostess
and captain will take welcome at there for meet our product and service. We have staff to
conduct customer with product and service that their chosen. We provide Thai Lanna dance
and Thai Lanna music that make customer pleasingly and enjoy. After finish, customer can
go to the souvenir shop under our restaurant with Thai Lanna food and some gifts of Northern
style that can make customer satisfaction and buy products with suitable price.
Location
Bindu Thai Lanna restaurant is located near the bridge over the Kok River, Muang
Chiang Rai. The location of our restaurant is in the area that easy to access and good
atmosphere. Bindu Thai Lanna restaurant has total area of approximately 1 rai or around
1,600 square meters. The restaurant building has area around 400 square meters (1/4 of total
area) and has parking area around 800 square meters (2/4 of total area) for provided the large
area of parking to serve customer.
-
8/7/2019 Bindu Thai Lanna Restaurant_B13
64/132
The special thing of our restaurant is designed our restaurant in differentiate form of
others Lanna restaurant by created our restaurant building to look like Tok; Tok is like a
small table that put the cup of Thai Lanna foods which use when Thai Northern people
eating. We think our restaurant building can make customers feel exciting and pay attraction
to our restaurant. Our Tok building restaurant is divided into 3rd floor;
1st floor is souvenir shops area.
-
8/7/2019 Bindu Thai Lanna Restaurant_B13
65/132
2nd floor is the main dining room, kitchen and main stage show
-
8/7/2019 Bindu Thai Lanna Restaurant_B13
66/132
3rd floor is roof deck
-
8/7/2019 Bindu Thai Lanna Restaurant_B13
67/132
Facility Layout
The facilities Layout management in our Bindu Thai Lanna restaurant are refer to the
layout of restaurant building that we will beginning to build all of plan in our restaurant. We
want to led customer pay attention into our restaurant by laying plan restaurant are
appropriate, differentiate building form with others Lanna restaurant and comfortably by have
wide area enough in the restaurant. When customers come to our restaurant they can park
their car in parking zone, parking zone of our restaurant is provide large area for serve
customer and customer can find parking easily whether it is a car or bus. Then the next zone
is Souvenir Shop Area. In this area is stay at 1st floor this area is rental area of souvenir shops.
We plan Souvenir Shop Area to dividend the rental area into 4 parts and in every part have
area around 80 square meters. Our restaurant has souvenir shops provide to serve customer,
they can buy any Chiang Rai OTOP product in restaurant.
-
8/7/2019 Bindu Thai Lanna Restaurant_B13
68/132
Figure 4.2
The next zone of our restaurant is 2nd floor; is the main dining room, kitchen and main
stage show. In this floor can capacity the customers are 32 persons and have 8 tables provide
to customer, in our restaurant have new technology to make customer to join with us, our
technology is the self-order menu; customer can choose foods that they want and call the
staffs by themselves. In 2nd floor also have main stage for show Lanna traditional to customer
along with have dining Lanna foods. And in the 2nd floor kitchen is also stay at here for
prepare and cooking delicious Lanna food to serve customer and toilet is stay at this floor too.
-
8/7/2019 Bindu Thai Lanna Restaurant_B13
69/132
Figure 4.3
The last zone of our restaurant is 3rd floor is roof deck. The 3rd floor is roof deck; in
this floor is open-air atmosphere it suitable for customers who want to find experience of
Chiang Rai environment and our restaurant also provide Thai Lanna flock songs to let
customer to feel relax. In the 3rd floor is suppurating into 2 zones
1. Dinner on Tok; customer capacity are 32 persons, we have 8 Tok provide in there
and one Tok can sit only 4 persons.
2. VIP rooms; customer capacity are 24 persons in total of VIP zone, we have 3 rooms
and in any VIP room can serve customer 8 persons.
-
8/7/2019 Bindu Thai Lanna Restaurant_B13
70/132
Figure 4.4
Logistics Management
Our Thai Lanna restaurant provides the restaurant that locate near the bridge over the
Kok River, Muang Chiang Rai because it is good atmosphere and easy to available. The main
customers are tourists, visitors, and local people. Our restaurant provide the fresh vegetable
from local people that make income for them and other material we will select the best one
for the customer too.
Facility Management
We provide the facilities through the car park for car, motorcycle, and bus for
customer. Then the customer can choose the table and chair for old people or incompetent
person in the second floor with Thai Lanna show and dance. For the third floor, we provide
for the younger people and people who can squat and receive the Thai Lanna song and music
with the good atmosphere.
-
8/7/2019 Bindu Thai Lanna Restaurant_B13
71/132
Cost of investment
Pre cost of investment
The stock of furniture and electronic equipment in the restaurant
- Furniture
No Product Brand
Price
(Bath) Unit
Total
(Bath)
1. Set Table KhanToke Mai Boon Decker 10,900 8 87,200
-
8/7/2019 Bindu Thai Lanna Restaurant_B13
72/132
-
8/7/2019 Bindu Thai Lanna Restaurant_B13
73/132
3. Freezer food SP Mart (32 Q) 38,000 3 114,000
4. Telephone LG 1,900 2 3,800
No Product Brand
Price
(Bath) Unit
Total
(Bath)
5. Calculator/cashier machine Olympia 1,150 1 1,150
6. Stereo Modify 12,900 1 12,900
-
8/7/2019 Bindu Thai Lanna Restaurant_B13
74/132
7. Loudspeaker (ceiling) Bose Free Space DS
16F
4,280 3 12,840
8. Computer (PC) Sumsung 17,000 1 17,000
Total 282,790
Table 4.2: Cost of equipment
- Equipment in restaurant
No Product Brand
Price
(Bath) Unit
Total
(Bath)
1. Burner PUNCHING 1,500 2 3,000
-
8/7/2019 Bindu Thai Lanna Restaurant_B13
75/132
2. Shelves PUNCHING 1,900 2 3,800
3. Set spoon and fork (20 pairs) Super ware 410 15 6,150
4. Dish / bowl
Macman 15 300 4,500
No Product Brand
Price
(Bath) Unit
Total
(Bath)
5. Cup Macman 12 300 3,600
6. Set knife Jaguar 333 3 999
-
8/7/2019 Bindu Thai Lanna Restaurant_B13
76/132
7. Set of kitchen (5 pieces) Zebra 4,500 3 13,500
Total 35,549
Table 4.3: Cost of equipment in restaurant
Investment cost
Investment Cost
1.Land
2. Building
3. Furniture
4. Electronic equipment
30,000,000
12,000,000
236,720
282,790
-
8/7/2019 Bindu Thai Lanna Restaurant_B13
77/132
5. Equipment in restaurant 35,549
Total 42,555,059
Table 4.4: Total of investment cost
Depreciation
-
8/7/2019 Bindu Thai Lanna Restaurant_B13
78/132
Table 4.5: Depreciation
No List Price/Unit No. of unit Price Percent
1. Land 30,000,000 70.50%
2. Building 12,000,000 28.20%
3. Set table Khan Toke 10,900 8 87,200 0.20%
4. Set table modern style (VIP) 45,840 3 137,520 0.32%
5. Set Khan Toke 1,200 10 12,000 0.023%
6. Air conditional (ceiling) 24,700 2 49,400 0.12%
7. Air condition (VIP room) 23,900 3 71,700 0.17%
8. Freezer food 38,000 3 114,000 0.27%
9. Telephone 1,900 2 3,800 0.009%
10. Calculator/cashier machine 1,150 1 1,150 0.003%
11. Stereo 12,900 1 12,900 0.03%12. Loudspeaker (ceiling) 4,280 3 12,840 0.03%
13. Computer (PC) 17,000 1 17,000 0.04%
14. Burner 1,500 2 3,000 0.007%
15. Shelves 1,900 2 3,800 0.009%
16. Set spoon and fork (20 pairs) 410 15 6,150 0.014%
17. Dish / bowl 15 300 4,500 0.01%
18. Cup 12 300 3,600 0.008%
19. Set knife 333 3 999 0.002%
20. Set knife 4,500 3 13,500 0.03%
Total 42,555,059 100%
-
8/7/2019 Bindu Thai Lanna Restaurant_B13
79/132
Depreciation Year 1
Investment Amount Jan Feb Mar May April June July Aug Sep Oct Nov Dec Total
Building12,000,000 200,000 200,000 200,000 200,000 200,000 200,000 200,000 200,000 200,000 200,000 200,000 200,000 2,400,000
Set table Khan Toke87,200 1,453 1,453 1,453 1,453 1,453 1,453 1,453 1,453 1,453 1,453 1,453 1,453 17,436
Set table modern
style (VIP) 137,520 2,292 2,292 2,292 2,292 2,292 2,292 2,292 2,292 2,292 2,292 2,292 2,292 27,504
Set Khan Toke 12,000200 200 200 200 200 200 200 200 200 200 200 200 2,400
Air conditional
(ceiling)
49,400
823 823 823 823 823 823 823 823 823 823 823 823 9,876
Air condition (VIP
room)
71,700
1,195 1,195 1,195 1,195 1,195 1,195 1,195 1,195 1,195 1,195 1,195 1,195 14,340
Freezer food 114,0001,900 1,900 1,900 1,900 1,900 1,900 1,900 1,900 1,900 1,900 1,900 1,900 22,800
Telephone 3,80063 63 63 63 63 63 63 63 63 63 63 63 756
cashier machine 1,15019 19 19 19 19 19 19 19 19 19 19 19 228
Stereo 12,900215 215 215 215 215 215 215 215 215 215 215 215 2,580
Loudspeaker
(ceiling)
12,840
214 214 214 214 214 214 214 214 214 214 214 214 2,568Computer (PC) 17,000
283 283 283 283 283 283 283 283 283 283 283 283 3,396
Burner3,000 50 50 50 50 50 50 50 50 50 50 50 50 600
Investment Amount Jan Feb Mar May April June July Aug Sep Oct Nov Dec Total
-
8/7/2019 Bindu Thai Lanna Restaurant_B13
80/132
Shelves3,800 63 63 63 63 63 63 63 63 63 63 63 63 756
Set spoon and fork
(20 pairs) 6,150 103 103 103 103 103 103 103 103 103 103 103 103 1,236
Dish / bowl4,500 75 75 75 75 75 75 75 75 75 75 75 75 900
Cup3,600 60 60 60 60 60 60 60 60 60 60 60 60 720
Set knife999 17 17 17 17 17 17 17 17 17 17 17 17 204
Set knife13,500 225 225 225 225 225 225 225 225 225 225 225 225 2,700
Total 12,555,059 209,250 209,250 209,250 209,250 209,250 209,250 209,250 209,250 209,250 209,250 209,250 209,250 2,511,000
Table 4.6: Depreciation year 1
Depreciation Year 2
-
8/7/2019 Bindu Thai Lanna Restaurant_B13
81/132
Investment Amount Jan Feb Mar May April June July Aug Sep Oct Nov Dec Total
Building12,000,000 200,000 200,000 200,000 200,000 200,000 200,000 200,000 200,000 200,000 200,000 200,000 200,000 2,400,000
Set table Khan Toke87,200 1,453 1,453 1,453 1,453 1,453 1,453 1,453 1,453 1,453 1,453 1,453 1,453 17,436
Set table modern
style (VIP) 137,520 2,292 2,292 2,292 2,292 2,292 2,292 2,292 2,292 2,292 2,292 2,292 2,292 27,504
Set Khan Toke 12,000200 200 200 200 200 200 200 200 200 200 200 200 2,400
Air conditional
(ceiling)
49,400
823 823 823 823 823 823 823 823 823 823 823 823 9,876
Air condition (VIP
room)
71,700
1,195 1,195 1,195 1,195 1,195 1,195 1,195 1,195 1,195 1,195 1,195 1,195 14,340
Freezer food 114,0001,900 1,900 1,900 1,900 1,900 1,900 1,900 1,900 1,900 1,900 1,900 1,900 22,800
Telephone 3,80063 63 63 63 63 63 63 63 63 63 63 63 756
cashier machine 1,15019 19 19 19 19 19 19 19 19 19 19 19 228
Stereo 12,900215 215 215 215 215 215 215 215 215 215 215 215 2,580
Loudspeaker
(ceiling)
12,840
214 214 214 214 214 214 214 214 214 214 214 214 2,568
Computer (PC) 17,000283 283 283 283 283 283 283 283 283 283 283 283 3,396
Burner3,000 50 50 50 50 50 50 50 50 50 50 50 50 600
Investment Amount Jan Feb Mar May April June July Aug Sep Oct Nov Dec Total
Shelves3,800 63 63 63 63 63 63 63 63 63 63 63 63 756
Set spoon and fork
(20 pairs) 6,150 103 103 103 103 103 103 103 103 103 103 103 103 1,236
-
8/7/2019 Bindu Thai Lanna Restaurant_B13
82/132
Dish / bowl4,500 75 75 75 75 75 75 75 75 75 75 75 75 900
Cup3,600 60 60 60 60 60 60 60 60 60 60 60 60 720
Set knife999 17 17 17 17 17 17 17 17 17 17 17 17 204
Set knife13,500 225 225 225 225 225 225 225 225 225 225 225 225 2,700
Total12,555,059 209,250 209,250 209,250 209,250 209,250 209,250 209,250 209,250 209,250 209,250 209,250 209,250 2,511,000
Table 4.7: Depreciation year 2
Depreciation Year 3
Investment Amount Jan Feb Mar May April June July Aug Sep Oct Nov Dec Total
-
8/7/2019 Bindu Thai Lanna Restaurant_B13
83/132
Building12,000,000 200,000 200,000 200,000 200,000 200,000 200,000 200,000 200,000 200,000 200,000 200,000 200,000 2,400,000
Set