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Nang L Nom Company
Company owner:
Hameeda Sriwichai Accounting/Financial Manager
Nungruthai Totansombut Human Resource Manager
Priyanuch Phongpakdeesakul General Manage
Ruttiya Wonglungka Operation Manager
Sukumal Pattamasevee Marketing Manager
Company:
Pattana Project, Suthep Road, Moo 14Soi Moo Barn Mai Lang More Chore,50200
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PrefaceThe main aim of this project is focus on analyzing the methods and techniques
useful in different facts of capital budgeting. Adding about it discusses strategic,
qualitative, and organizational considerations which impinge on capital budgeting
decisions. For during this project, we can improve and apply the knowledge for solving
and analyzing the situation of project to be feasible more that we can evaluate and
analyze the management. So our knowledge on management can enhance to be more the
chance given to us to do this project. That we can get more experiences when we did
this project and we can apply the knowledge for using in the real life.
We would like to express for thanks to this project for giving us the opportunityto do this project. It is the challenge for us to solve and analyze the project problem. In
particular, we have really appreciated the help of Mr. Chaiyawat Thongintr who was
expert on this project that he can be the adviser until our project finished. And we thank
another instructor in School of Management to advise some suggestion for this project.
The project could not have been undertaken without the expensive aid of
member group who attend to do this project for helping and solving the problem
together, so everyone in member group are important force to do the project.
Finally, once again, we want to extend our thanks to all the people who made
this project possible
Kind regards,
February, 18 2010
Hameeda SriwichaiNungruthai Totansombut
Priyanuch Phongpakdeesakul
Ruttiya Wonglungka
Sukumal Pattamasevee
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Management summary
Nowadays, milk shop businesses are growth continuously and also milk a
necessary thing for people who emphasize on their own health and people who love to
drink milk. In other hand, numbers of people who consume milk are increasing every
year, so, this is the reason why we selected to do milk shop business. Our company was
registered to be the company limited under the name of Nang L Nom. The company
was established by five partnerships. Nang L Nom located on Suthep Road, Moo 14
Soi Moo Barn Mai Lang More Chore, Chiang Mai Province. We emphasize on the
location which is easy to access and quite well know location of our target market.
Nang L Nom is not only milk shop but we also adding fish spa business
together within the same shop. The reason why we mixed 2 difference business together
is fish spa is the newest trend of spa that customer have not to pay a lot of money for
this service like other kinds of spa. Another word is customers can use fish spa service
with cheaper than generally massage spa. For product& service, company provides milk
product, refreshment and fish spa that we set the reasonable price to suit with our target
group. We will launch promotion in some period of time to promote and advertise ourshop to increase sales. So, we still create a new menu to be the competitive advantage to
compete with another competitor. About target group, we emphasize on university
students who are our main target market because these group is the most volume who
we want to serve the most. Second, we focus on students who studied on high school.
Worker and others are also our target market. There are 4 main competitors of Nang Le
Nom; Mon nom sod, Milk garden, Milk zone, and Diary farm. Those we must compete
with them because they have opened their business for a long time and people in Chiang
Mai are quite loyalty with them. So, we also have to compete with our indirect
competitors both milk shop and fish spa.
Moreover, company invests milk shop business by loaning money from the bank
for 3,000,000 baht in 3 years, so the investor will get 24.8% of interest. In financial part,
our sale increase every year. It is good news for other people who might interest to
invest in our business and we will be partnership. Finally, we can make sure that our
market share will be increasing every year.
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3.4.3 Calculation .......................................................... ........................................................... .......... 58 3.5 MARKETING EXPENSE ....................................................................................................................... 60
3.5.1 Advertising on local radio ........................................................................................................ 60 3.5.2 Advertising on website ................................................... ........................................................... 60
3.5.3 Advertising on Chiang Mai magazine .......................................................... ............................. 60 3.6 CONCLUSION ..................................................................................................................................... 63
Chapter 4 Technical Feasibility Study .......................................................................64
4.1 PRODUCT AND OPERATION ANALYSIS ........................................................ ....................................... 64 4.1.1 Product Characteristics ........................................................... ................................................. 64 4.1.2 Production/Services Process ..................... ........................................................... .................... 73 4.1.3. Location .................................................................................. ............................................... 105 4.1.4 Facility Layout ..................................................... ........................................................... ........ 106 4.1.5 Facility management............................................ ........................................................... ........ 110 4.1.6 Equipment and tools .................................. ........................................................... .................. 114
4.2 COST OF INVESTMENT ..................................................................................................................... 114 4.2.1 Pre-Operating cost ........................................................ ......................................................... 114
4.3 INVESTMENT COST .......................................................................................................................... 115 4.3.1 Interior decoration ......................................................... ......................................................... 115 4.3.2 Equipment .................................................................................................... ........................... 116 4.3.3 Tool .................................................. ............................................................ ........................... 117
4.4 OPERATING COST ............................................................................................................................ 127 Raw material cost ................................................................... ......................................................... 127 Overhead ......................................................................................................................................... 134
4.5 ADMINISTRATION COST ................................................................................................................... 135 Rent fee ............................................................................................. ............................................... 135 Salary ........................................................ ............................................................ ........................... 135
Electricity......................................................................................................................................... 135 Water supply cost .......................................................... ........................................................... ........ 136 Telephone cost and internet fee ....................................................................................................... 136 Garbage cost ....................................................... ........................................................... .................. 136 Fish spa service fee ....................................................... ........................................................... ........ 136
Label fee .......................................................................................................................................... 136 Insurance against loss ..................................................................................................................... 136 Car act fee ....................................................................................................................................... 136
Automobile tax ...................................................................................................... ........................... 136 Other expense ................................................................................... ............................................... 137
4.7 MANAGEMENT ANALYSIS ................................................................................................................ 143 Organization Chart ....................................................... ........................................................... ........ 143
4.8 CONCLUSION ................................................................................................................................... 145
Chapter 5 Financial Analysis ....................................................................................150
5.1 FIX LOAN STRUCTURE SETTING ........................................................ ............................................... 150 5.2 PROFIT / LOSS STATEMENT ................................................................................................................ 152 5.3 CASH FLOW STATEMENT ................................................................................................................. 157 5.4 BALANCE SHEET ............................................................................................................................. 162 5.5 PAY BACK PERIOD ........................................................................................................................... 167 5.6 NPV AND IRR .................................................... ........................................................... .................. 169
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Chapter 6 Risk Analysis .............................................................................................170
6.1 RISK MANAGEMENT ANALYSIS ......................................................... ............................................... 170 6.1.1Competitor risk ................................................................................... ..................................... 170 6.1.2 External risk............................................................................................................................ 170 6.1.3Internal risk .......................................................... ........................................................... ........ 171
6.2 FINANCIAL RISK .............................................................................................................................. 172 6.2.1 Risk of sale decrease between 10%, 20%, 30%, 40% and 50% ..................................... ........ 172
Chapter 7 Summary ...................................................................................................174
7.1 PROJECT OBJECTIVES ...................................................................................................................... 174 7.2 BENEFITS OF PROJECT ..................................................................................................................... 174 7.3 HISTORY OF BUSINESS .................................................................................................................... 174 7.4 ANALYSIS OF MARKETING MILK ....................................................... ............................................... 175 7.3 ANALYSIS OF MARKETING SPA ......................................................... ............................................... 176 7.4 ANALYSIS OF MARKETING MILK SHOP ........................................................ ..................................... 177
7.4.1 Milk Club ................................................................................. ............................................... 177 7.4.2 Milk shop ................................................................................................................................ 177 7.4.3 Nom R-romdee ..................................................... ........................................................... ........ 177 7.4.4 Mon Nom Sod ......................................................................................................................... 177 7.4.5 Puang sod .................................................. ........................................................... .................. 178 7.4.6 Fremmy Milk & Whipping Cream ..................................................... ..................................... 178
7.5 PROBLEM OF MARKETING ............................................................................................................... 178 7.6 TECHNICAL FEASIBILITY STUDY ...................................................... ............................................... 179
7.6.1 Location ................................................................................... ............................................... 179 7.6.2 Lay out ..................................................................................... ............................................... 179 7.7 Investment cost........................................................................................................................... 180 - Interior decoration .................................................... ........................................................... ........ 180 - Equipment...................................................................................................................................... 181 - Tool ............................................................................................................................................... 182
7.7 MANAGEMENT ANALYSIS ................................................................................................................ 184 Administration cost ............................................................................................... ........................... 184
7.8 FINANCIAL ANALYSIS ...................................................................................................................... 186 7. 9 RISK ANALYSIS SUMMARY ............................................................................................................ 186
Reference ......................................................................................................................187
Appendix ......................................................................................................................189
Internal interior ................................................................................ ............................................... 189 Profit and loss decrease in sale 10% (Year 1-5) .............................. ............................................... 190 Pay back period decrease in sale 10% % (Year 1-5)....................................................................... 191 Profit and loss decrease in sale 20% (Year 1-5) .............................. ............................................... 191 Pay back period decrease in sale 20% (Year 1-5) ......................................................... .................. 191 Profit and loss decrease in sale 30% (Year 1-5) .............................. ............................................... 192 Pay back period decrease in sale 30% (Year 1-5) ......................................................... .................. 192 Profit and loss decrease in sale 40% (Year 1-5) .............................. ............................................... 193 Pay back period decrease in sale 40% (Year 1-5) ......................................................... .................. 193 Profit and loss decrease in sale 50% (Year 1-5) .............................. ............................................... 194 Pay back period decrease in sale 50% (Year 1-5) ......................................................... .................. 194 Profit and loss increase in sale 10% (Year 1-5) .............................................................................. 195 Pay back period increase in sale 10% (Year 1-5) ........................................................................... 195
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Figure 4.11: Fish spa ...................................................................................................... 71
Figure 4.12: Watermelon juice ....................................................................................... 76
Figure 4.13: Banana juice ............................................................................................... 76Figure 4.14: Orange juice ............................................................................................... 77
Figure 4.15: Pineapple juice ........................................................................................... 78
Figure 4.16: Raspberry juice .......................................................................................... 79
Figure 4.17: Watermelon Smoothies .............................................................................. 80
Figure 4.18: Blueberry Smoothies .................................................................................. 81
Figure 4.19: Raspberry Smoothies ................................................................................. 82
Figure 4.20: Strawberry Smoothies ................................................................................ 83
Figure 4.21: Fry Dumpling menu ................................................................................... 84
Figure 4.22: Fry Dumpling menu ................................................................................... 85
Figure 4.23: Tem pura menu .......................................................................................... 85
Figure 4.24: Fry Hot dog menu ...................................................................................... 86
Figure 4.25: Vegetable Sprit roll menu .......................................................................... 87
Figure 4.26: Moo Tod Sa Lonk menu ............................................................................ 88
Figure 4.27: Nong Nang Hum Sabai menu .................................................................... 89
Figure 4.28: Ka num puang nah moo menu ................................................................... 89
Figure 4.29: Kaew Sa menu .......................................................................................... 91
Figure 4.30: French Fries menu ...................................................................................... 92
Figure 4.31: Nacket menu .............................................................................................. 93
Figure 4.32: Brownie menu ............................................................................................ 94
Figure 4.33: Pancake menu ............................................................................................ 95
Figure 4.34: Waffle menu ............................................................................................... 96
Figure 4.35: Bread with yam menu ................................................................................ 97
Figure 4.36: Bread with condensed milk menu .............................................................. 98
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Figure 4.37: Bread with sugar menu .............................................................................. 98
Figure 4.38: Bread with sugar and condensed milk menu ............................................. 99
Figure 4.39 Bread with condensed milk and coco menu .............................................. 100Figure 4.40: Sunk Ka Ya Baitoey menu ....................................................................... 101
Figure 4.41: Sunk Ka Ya Taro menu ............................................................................ 102
Figure 4.42: Sung Ka Ya Pumpkin menu ..................................................................... 103
Figure 4.43: Salad cream-Mayonach menu menu ........................................................ 104
Figure 4.44: location ..................................................................................................... 105
Figure 4.45: First floor format ...................................................................................... 106
Figure 4.46: Second floor format ................................................................................. 107
Figure 4.47: Organization Chart ................................................................................... 143
Figure 4.48: Graph of profit and loss statement Year 1 ............................................... 145
Figure 4.49: Graph of profit and loss statement Year 2 ............................................... 146
Figure 4.50: Graph of profit and loss statement Year 3 ............................................... 146
Figure 4.51: Graph of profit and loss statement Year 4 ............................................... 147
Figure 4.52: Graph of profit and loss statement Year 5 ............................................... 147
Figure 4.53: Cash Flow statement Year 1-5 ................................................................. 148
Figure 4.54: Balance Sheet Year 1-5 ............................................................................ 149
Figure 7.1: First floor format ........................................................................................ 179
Figure 7.2: Second floor format ................................................................................... 180
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Content of Table
Table 1.1: Time frame work ............................................................................................. 4
Table 2.1: Fresh milk and consumption milk ................................................................. 10
Table 3.1: Fresh milk and consumption milk ................................................................. 30
Table 3.2: Number of population who are at least 15 years old, it can divide by thedegree of graduated education and gender. .................................................................... 41
Table 3.3: Numbers of population divide by labor situation and gender. ...................... 42
Table3.4: Customer analysis matrix ............................................................................... 44
Table 3.5: Selecting target .............................................................................................. 47
Table 3.6: Milk beverage product and Price................................................................... 50
Table 3.7: Price of refreshment ...................................................................................... 51
Table 3.8: Price in the general market ............................................................................ 53
Table 3.9: Forecast Year 1- 5 ......................................................................................... 59
Table 3.10: Advertising Expense Year 1-5 .................................................................... 61Table 4.1: Rate of electricity fee .................................................................................. 110
Table 4.2: Water supply cost ........................................................................................ 112
Table 4.3: Water supply rate......................................................................................... 113
Table4.4: Per-operation cost ......................................................................................... 115
Table 4.5: Interior decoration ....................................................................................... 115
Table 4.6: Equipment ................................................................................................... 116
Table 4.7: Tool ............................................................................................................. 117
Table 4.8: Equipment Depreciation .............................................................................. 120
Table 4.9: Tool Depreciation ........................................................................................ 125
Table 4.10: Cost of raw material of milk product ........................................................ 128
Table 4.11: Cost of fuels .............................................................................................. 134
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Chapter 1Introduction
Although the economies are good or not, we can observe that food and
beverage business group can be grow continuously. The reason is food and beverage is
the main factors which is necessary for human being to support life. Milk is one kind of
beverage, fresh milk business which is very important and entrepreneur should not be
overlook of the business. Because in the present drink fresh milk trend are quite
popular for Thai people especially for teenager tills beginning of adult age and people
take care more about their healthy. Although, milk which is produce and collect from
Thailand are good quality, so Thai people can believe and be confident that we will get
fresh milk and worth milk that can compare with other countries. Fresh milk that collect
from Thais farm not only have good quality but Thai farmer can collect for very big lot
per day to support Thai people who like fresh milk and take care their health.
There are a lot of farmers who feed a cow in Thailand and also they can collect a
lot of milk per day. Sometimes Thailand have problem about exceed of fresh milk per
day but there are not enough consumers who want that milk. Government still cannot
solve this problem because there are too much of product but lack of customersthen
government engage in a campaign of who is the one you love, let them drink milk
(Rak Krai Hai Deum Nom ). This campaign can help farmers to buy their milk and
facilitate Thai people to take care themselves and concern about their healthy.
Milk consist of calcium and protein and it can help bone to be growth and
stronger. Milk is very important for kids especially children who are age before entered
to teenager and teenager because tat interval of age is the fast growth of humans body.Calcium help children to have more density mass of bone then it help to stretch bone of
teenager. Calcium also help o reduce the risk of caries and about teeth. Pro. Pipop Jirap
inyo said that drinking fresh milk is not strict only children but adult and elder person
should be drink milk because thing that body need in each day with high volume. The
most important source that collects calcium for people is our bone which body can use
calcium form bone. Therefore we can estimate that if people get not enough calcium per
day, the result is our bone will lose calcium for substitute and finally the bone will
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decline especially when people get old. If we usually drink milk, it can help to add up
calcium everyday and our body unnecessary to use calcium forms the bone because we
already have enough calcium to spend each day. In fact, the result form drink mild for
Tai people in this generation is height. We can see that most of children who always
drink milk will be taller than their parent. For adult who usually drink milk, the result is
an illness about bones will decline.
In the present, teenager care much about their health and looking. Mostly
teenagers are student and student needs some value from milk to help their brains and
their group. So, almost students drink milk although they study in high school or
university or wherever. For these reason, Milk is the main factor that we concern and
see the opportunity from it. We decided to do the business about fresh milk to support
need and want of students as a whole and guide some student to drink milk instead of
drink Visky or alcohol or something about these. There are quite a lot of student go to
pub and bar and drink alcohol at least once a week, they not concern about their health.
But also most of student love to drink milk and talk or do some activity with their, some
student ask their sweetheart to drink milk together. The student who drink alcohol also
drink milk follow the trend of their friend but student who are not drink alcohol in
general---still say no to alcohol. So, it is possible that all students who study closely or
not far a way form our fresh milk sop are the customers of our fresh milk business.
Every component of business is equally important for example location, test,
service, atmospheres of shop, decoration, price, and convenient. That is why we chooses
to locate our milk sop in Chiang Mai where is closely with place that have many of
students. There is too much student in Chiang Mai and they are group together when
they go shopping, traveling, and restaurant. The place where group of student go foreating should be have relax atmospheres and the price not so high compare with
students budget. We thing Chiang Mai is most appropriate place for us to locate our
milk shop.
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1.1 Project Objectives
This general objective can be divided to 2 specific objectives that wouldtogether achieve that overall goal of the project as follow;
1. Learn about the feasibility for investing the milk and fish spa shop in ChiangMai.
2. Analyze the feasibility of the milk and fish spa shop such as marketing,processing, and financing.
1.2 Benefits of Project
1. Know the process, plan and structure when doing business in real situation.
2. The project can apply the knowledge to do business in the real life.
3. Be acquainted with the problem of situation and the solution when doing business.
4. Capability to analyze finance in the real situations.
5. In able to analyze marketing situations.
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Chapter 2Industry Profile
2.1 Milk shop in Thailand
2.1.1 Milk Club
Figure 2.1: Milk club
It located on the centre of city that near Changkamworawihans relic of the Buddha or
it opposites Koomjaoratchapud, Nan province. It is famous shop that having relaxed
atmosphere with song for customer feel happiness. About their product is the famous that it is
Prayaojods smoothie milk. The owner of the shop will offer to customer. There are menus to
choose for eating and the price is not expensive. They have adding menu on local foods such
as shrimp paste and chili sauce, pork cracklings, papaya salad, etc. The style shop will bring
architecture and art style to mix together. The shop will sell Art book to attract the customer.
The shop has 2 floors, in 2nd floor it is quite atmosphere. It is own style for everyone who
loves architecture and art style. Milk club serves all target markets which it is all genders and
all ages. So about the song style they provide Indy style and soft rock style for feeling
relaxing when the customer came to serve MilkClub.(http://www.moohin.com/trips/nan/milk-
club/ )
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2.1.2 Milk shop
Figure 2.2: Milk shop
It located near Central Airport Plaza in Chiang Mai province. The atmosphere in this
shop is relaxing that having a big soft sofa consist with a cold air conditioner. This shop will
serve free Wi-Fi for customer. The price of product is not expensive. Milk shop provides the
modern style mix to classic style together have a good atmosphere and relaxing for enjoy the
shop.(http://www.lumlum.com/mambo/index.php?option=com_content&task=view&id=136
&Itemid=47)
2.1.3 Nom R-romdee
Figure 2.3: Nom R-romdee
It located on Aummad Road that near KFC, Baan Pai. It is a good in trend for
everyone whose are families. For it is in trend for the taste and colors of foods and drinking.
The shop offers R-romdees refreshment, yumsaraikeawrosdad, ka-reetaroolbon and for the
drinking they offer raw coco and nomsodpookaofai, etc.( www.khonbanphai.com .html)
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2.1.4 Mon Nom Sod
Figure 2.4: Mon Nom Sod
It located on Dinsor road that live in Bangkok City Hall. It is a famous shop in
Bangkok. It is many branches such as Chiang Mai branch and Pratumwan princess hotel
branch. Mon Nom Sod is the shop that sells fresh milk, coffee, and Bread with Sung Ka Ya
which it has opened for more than 40 years since year 1964 to the present. It began to be
wheel-chair selling fresh milk, coffee, and breads to people who live in Bangkok City Hall.
The famous menu it is fresh milk and bread with chocolate. The special menu of this shop isbread with chocolate. Adding they will have homemade ice-cream to attract the customer that
having many tastes such as coconut cream, taro, durian, ect ( www. Yourheathyguide.com)
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2.1.5 Puang sod
Figure 2.5: Puang sod
It is a new coffee shop that having slogan as following; you can see this notice, it willhave the delicious and every glasses will make from real fresh milk. It can expand the
branches continuously and have more 300 branches in the present. Puang Sod Shop will
cover to find the equipments, supply chain, raw material with being consultant for people
who are looking to do a small business that it can do together with their work. The shop they
provide training for practical about technique to making drinking, technique to selling consist
with preparing the raw material for selling milk.( www.thaifranchisecenter.com )
2.1.6 Fremmy Milk & Whipping Cream
Figure 2.6: Fremmy Milk & Whipping Cream
It is the milk shop to response from market in the high level and having to
expand the branches continuously. The shop will sell fresh milk and bread with Sung Ka Ya.
About the shop,it begin to create a branch by using the nickname of Fremmy. It creates to sell
from a week-end market then change to sell franchise and improve it continuously. About the
product, they have smoothy fresh milk for 23 tastes and coffee have 7 tastes and using
whipping cream to create the delicious for their product and it is the positioning of them.
(www.thaifranchisecenter.com)
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2.1.7 Consuming milk
From all producing the quantity of drinking milk and the number of population in
Thailand can estimate that in year 2005, Thai people consumed milk about 13.36 kg to person
to year. It would higher than in year 2004 that have consuming about 12.36 kg to person or itwas higher be 4.67 percent. The result from Supplement School Project and Program to
engage the people consumed milk more. However, the rate of consuming milk on Thai people
lower than other countries such as USA people had the rate of consuming about 250 kg to
person to year and Asian people had the rate of consuming about 40 kg to person to year, etc.
Addition it would have other drinking that come in to share market such as soy milk, green
tea, vegetable juice, fruit juice, etc. So Thailand accelerated people in the country to consume
milk increasing because milk has a high nutrition. Accordingly Thailand had a lower rate of
consumption milk only 1600 million liters per year; approximate 10 liters person/year in
2007. Therefore, Thai people encounter with Osteoporosis in working age and senior. (Thai
Health Promotion Foundation). Professor assistant, Dr. Surasuk Nidkanuwond said that 1:4 of
Thai people do not know the serious impact of Osteoporosis. Currently, Osteoporosis patients
more than 1 million, patients will definitely bond tissue around 35 years old. It will gradually
defeat bond tissue, but in menopause and man in age 50 will increasingly loss bond tissue.
(www. Thaigoodview.com)
Table 2.1: Fresh milk and consumption milk
Detail 2004 2005 2006 2007Quantity of fresh milk (ton) 842,611 888,220 977,042 1,074,746The Chagne of fresh milk (%) 15.1 5.4 10.0 10.0Consumption milk 775,900 899,365 1,040,973 1,197,120The Chagne in consumption milk (%) 13.5 15.9 15.7 15.0Consumption milk (liter/person/year) 12.0 13.8 15.9 18.4
(Referent: Kasikorn research center)
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2.1.7 Information of fish Spa
Brief history
History of Garra RuFa fish
Science name : Garra rufa
Synonym name : Discognathus dotusus, discognathus crenulatus, discognathus rufus, garra
rufa crenulata, garra rufa gymnothrax, garra rufus
Common name : Gara Rufa, Doctor Garra
Origin sourc e: Turkey, Jordan, Ceria, Israel, Iran, Orantas River, and Tikrisufatiss river
basin, etc. In a natural Garra Rufa will live cold water about 15C - 18C temperature but itbegin to bring Garra Rufa to do fish spa. They will change the temperature to be 38C-40C
for a warm comfortable to customers.
Characteristics of Garra Rufa : this fish will have full-growth size to 14 cm but it
will grow very slowly. It will have short body, big head and round it. Garra Rufa will have a
large black stripe on the root of tail. It has small eyes than Garra Sp.
Garra Rufa fish has origin from Turkey. The story can tell that there are Turkey soldercame back to the war with an injury that dry to be a scrap. They will steep the water fall that
have Garra Rufa fish to nibble their injury then an injury was treated. An injury returns to
usual, after that a reputation of Garra Rufa fish begin to know of Japan. Then there are
establishing fish spa in Tokyo and it will expand Garra Rufa fish and breed Garra Rufa fishs
breed to be popular that can bring it to remedy and relaxing. In Japan is famous to use Garra
Rufa fish in do fish spa that it can relaxing and help to eat death cell of foots. It doesnt to
clean by wiping scurf. Fish saliva of breed has enzyme that help to change a rapid cell and it
can eat bacteria that it is the cause to have smell of foods too. Garra Rufa, it will satirize to
foots that it will feel spark vibration same as feel a little electricity stimulate the end of
instruct of foots that it will feel relaxing.
History of Garra Rufa fish in Thailand
Aof is nickname of Mr. Jiramech Yantaraporn. He met fish spa in Japan. He
interested to open it in Thailand. He studied about fish breed the performance of fish more
than one year by there is Jiratean Songrassame. He is partner that begins a expert in aquatic
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animal to invest a business together. He said that at beginning, he try to trial and error to do
fish spa because fish will bring to remedy that have many breeds. Each breed will have same
behavior that suit to remedy. Sample the fish that have behavior to spring, it will not suit to
do fish spa. And the last Garra Rufa fish suit for using in fish spa that it is same fish using in
Japan when doing this business, you must take care about fish breed to remedy. The owner
must take care into the spa to be clean. Every customer must lower foot into same pit. So, fish
spa must install system to curve the water. The owner must use because 4 filter in pit. When
the customers steeped t feet into pit to finished, the employee will wash the foot to clean and
wash it by using soap water against.
Doctor fish is the name given to two species of fish: Garra rufa and Cyprinion
macrostomus . Other nicknames include nibble fish, kangal fish, little dermatologists and
doctorfishen; in non-medical contexts, Garra rufa is called the reddish log sucker. They live
and breed in the outdoor pools of some Turkish spas, where they feed on the skin of patients
with psoriasis. The fish are like comb fishes in that they only consume the affected and dead
areas of the skin, leaving the healthy skin to grow, with the outdoor location of the treatment
bringing beneficial effects. The spas are not meant as a curative treatment option, only as a
temporary alleviation of symptoms, and patients usually revisit the spas every few months.
Some patients have experienced complete cure of psoriasis after repeated treatments, but dueto the unpredictable nature of the disease, which is strongly influenced by endogenous
factors, this may simply be regression towards the mean.
Garra rufa occurs in the river basins of the Northern and Central Middle East, mainly
in Turkey, Syria, Iraq and Iran. It is legally protected from commercial exploitation in Turkey
due to concerns of over harvesting for export. Garra rufa can be kept in an aquarium at
home; while not strictly a "beginner's fish", it is quite hardy. For treatment of skin diseases,
aquarium specimens are not well suited as the skin-feeding behavior fully manifests only
under conditions where the food supply is somewhat scarce and unpredictable.
On Turkish society, spa with its fish was known since 200 last years. However, fish
therapy this was known at Asia, Europe and United States since year 2006. In the early its
find, this fish is suspected as fish flesh eating. At that time, while a galaxy person is at
Kangal's river, Turkey, this fish flocks at do splits them. However, they do not see to do splits
they hurt even they feel their body feel fresher. That is, early it is beginning so this fish iseventual being made one of therapy to cure disease
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Garra rufa - Fish Garra rufas life live in the river at Middle East state as at Turkey,Syria, Iran and Iraq. It has age 4 until 6 years with longing maximal 12 cm. But, fish that isutilized for therapy is fish out one still little which old 36 months, generally has long 1.5 until2 cm. This fish gets life on water with temperature 0 until 43 Celsius's degrees. These uniquefishes are reported to be useful and effective in curing skin diseases. Some even report of effectiveness in joint diseases, muscle trauma, rheumatic and neuralgic disorders.
The fishes that it can use to do fish spa in Thailan d
1. It must be the fishes that living a large group and doesnt big much or too small group:
The first qualification is important because we must choose the fishes to do fish spa,
we wont use only 1 fish. The group of fish, it will have moderate group and doing
fish spa, fishes arent more than 3-4 inch because if the fishes will full-growth, they
will lazy to find a food by sucking the customers foots. It can provide a big size
because the customer will feel fear the fishes.
2. It must have the mouth that can suck and having the characteristic to suck something:
It must suck the dead cell on the customer foots but it doesnt bite. The sucking is
creating the air by using the mouth. We can observe Garra Rufa easier that it is
sucking mouth; it has some tissue of the lip of them. Adding the characteristic of them
can graze because they can suck and graze something in the same times. The main
work of Garra Rufa is removing the dead cell to change being a new cell.
3. It doesnt have the teeths on the jaw: When we did fish spa, we didnt want the Garra
Rufa will bite customer by using the teeth of them. It will affect some accident to be
some wounds that customer can infected from this fishes. We want to use the fishes
that dont have the teeth on the jaw that we called Order Cypriniformes
4. They have a performance coming to suck organ of human: This fishes have many
performances and many species. It depends on many factors such as type of fish, size
of fish, school of fish, age of fish, and following the appropriate environment of living
of fishes.
5. They have treated qualification to be a famous on the global: The qualification of
Garra Rufa can create the enzyme that called dithronol (anthralin). It can treat
psoriasis disease and Garra Rufa has 4 qualifications on above that ready to do fish
spa.
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How does the Garra Rufa fish do it?
Garra Rufa fish gently suck the dead skin of from the outer layer of the body but leave
the under layer skin a side. During the removal of the dead skin, the fish produce an enzyme
that has a vitalizing effect on the new to grow skin. The new skin feels softer and healthier
than before.
The Benefits
Natural exfoliation of dead skin Smoother and healthy glowing skin
with easy moisturizer absorption
Promote blood circulation Micro massage sensation from these little
masseurs Lightening of minor scars
Easing of psoriasis and minor eczema
Release stress and tension Ticklish sensation causing perpetual
laughter!
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2.2 Situation of Industry
2.2.1 Fresh milk
In 2009, the milk industry is shrinking because of entrepreneur face with high cost of
fresh milk in the country and economic continue drop down that start in half year 2008. This
affect to the price of product, so customers concern on saving. In July 2008, the price of oil
and milk increasing is affected to milk product. Although, agriculturist face with high cost of
raw because price of raw material to produce animal feed is increasing, such as; corn,
soybean and garbage of soybean. So government adjusts the price from 14.5 baht per kilo to
18 baht per kilo, the milk industry also increase the price of products. In other hand, country
which export milk products decrease in their production and the price of powdered milk
increasing, so entrepreneurs turn back to use milk in the country. Meanwhile, Office of Agricultural Economics shows up information that 827,252 tons of quantity of fresh milk in
2008 is close to 822,211 tons of quantity of fresh milk in 2007. In 2009, milk products value
will around 32,500 million baht and growth rate of milk products will minus 0-2% compare
with 2-3% of growth rate in 2008. However, the cost of raw material will decrease, but
entrepreneurs still have risk increasing price of fresh milk in the country. Furthermore, the
price of powdered milk in the world decreases, so entrepreneurs switch to use powdered milk.
This make the fresh milk in market is flooding in beginning of 2009. At the same time,entrepreneurs also confront with economic crisis, so purchasing power is shrinking and
combine with adjusting price of milk. These affect decreasing of consumption of milk in
Thailand. January 28 2009, government had set the budget for 2,030 million baht to solve the
flooding fresh milk in market. The project had start in October until November 2009, but the
government cannot solve the problem immediately. However, the milk industry in Thailand
still growing and fresh milk in industry is not enough to produce milk product in country. In
addition, milk product in Thailand need to open the market to import milk under condition of
world trade agreement and free trade agreement between Thailand with Australia and
Thailand with New Zealand. This agreement makes entrepreneurs in Thailand turn to use
powered milk that import from foreign counties (38% of import powdered milk) because
powdered milk is cheaper than fresh milk that produce in country. In other hand,
entrepreneurs still had opportunity because the consumption still grows in the market. The
growing of milk industry depend on marketing promote about health care trend. Because milk
is a beverage that benefit to the body and consumption of milk in Thailand lower than 20 lit
per person per year. This factor will help to expand the market in Thailand.
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2.2.2 Spa industry
Thai Spa Industry in 2009
Thailands spa industry continues to evolve with the changing needs of spa clientele,
environmental pressures and economic realities to a focus not far removed from the ancientpurpose of traditional Thai massage and herbal healing techniques that of restoring well-
being. Thailands spa industry has certainly matured, according to Andrew Jacka, President
of the Thai Spa Association. There is more mindfulness that while our industry may well be
based on luxury pampering, we are in fact part of a bigger health care industry, he says.
Maintaining well-being through a better balance of the body, mind and spirit, as well as with
the environment, has become the key protocol for Thailands many award-winning spas and
emerging ventures. It is also the major thrust in a government master plan to establish thecountry as a medical hub but one that also prominently features traditional and alternative
treatments. Retreats, alternative therapies, personal consultation, life coaching, meditation,
yoga, pilates and physiotherapy, along with healthy eating and detoxing, have joined the
menus of more standard treatments around the world comprising scrubs, facials, massages
and water treatments. Despite the need to blend with Western practices, the Thai spa
industrys edge is its ancient heritage: the rituals, treatments and massage techniques that
have survived down through the ages. It has an authenticity that spas elsewhere in the world
look to replicate. In fact, Thainess has become a significant selling point. Thainess refers to
both the therapists and the cultural qualities that have made Thailand the spa capital of the
Asia-Pacific region and a must-have component for spas all around the world. While it can
mean different things to different people, when applied to Thai therapists Thainess seems to
encompass ancient healing techniques, folk wisdom in its rituals and, perhaps above all, an
impossible-to-copy graciousness.
Global Trend affecting Thailand
Globally, spa tourists give high priority to achieving a pronounced sense of wellness
and getting good value for money. Many also want to enjoy an authentic cultural dimension
with the rituals, special herbs and oils and natural environments. People generally are placing
greater importance on staying healthy and preventing illness. Going to a spa is no longer
regarded as an indulgence but a necessity part of a prevention regimen, and a way to
rejuvenate and cope with the world. Energy medicine is a world trend embracing Thailand. It
includes reiki, qi gong, chakra balancing, healing touch, acupuncture and magnetic, light andsound therapies, and focuses on clearing imbalances in the bodys energy field to promote
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healing. The growth of Asias spa culture has been quite dramatic, and will continue. The
Thai massage experience, with its techniques for stretching joints and muscles whilst pressing
meridian points, is regarded by some professional Western therapists as the most perfectly
choreographed treatment. With origins dating back 2,500 years, Thai massage is a deep, full-
body natural and holistic treatment that incorporates hatha yoga, acupressure and reflexology
to restore energy flows and sustain good health and well-being. In the true cultural ritual,
Thai massage is accompanied with traditional Thai herbal healing techniques.
Environmentally friendly spa facilities are becoming less of a gimmick in Thailand
and more of a way of business as more spa tourists concentrate on reducing both their stress
and their carbon footprints. Superficial green gestures dont cut it these days. Mindful
spending is another global trend affecting Thailands industry. Spa tourists are looking for
value with tangible results in the form of day-captions and spa-captions to make quality
use of holiday time. A growth in the number of spas to be found in three- and four-star hotels
is expected. People who want to age gracefully without recourse to plastic surgery often view
spa treatments as soft surgery. Customers are pairing up; more couples and groups (mothers
and daughters, fathers and sons, girlfriends and pregnant women) are looking for package
treatments. Emotional counseling is becoming the norm as spa resorts bring in specialists to
help clients learn more about their emotional selves and their relationships. People want theculturally authentic spa experience which Thailand can deliver. This is why it is held in such
high regard around the world even though the Thai industry actually represents only two per
cent of all the worlds spas. Younger consumers the Gen Y are coming to spas. They
are environmentally responsible, ethnically diverse, have no brand loyalty and want high
technology to achieve results. While Thailand remains more personal or high touch, there
will be significant development in the coming years to achieve more of a balance between
high tech and high touch in all types of facilities. For now, high tech equipment is still mostlyfound in medical spas.
Industries statistic
Thai spa industry had been growing at rates in excess of 20 per cent for many years.
As a relatively mature industry, it was therefore expected to slow significantly, and with the
decline in foreign arrivals has actually experienced negative growth. This has been reversing
and recent estimates for 2010 are projecting growth again of about six per cent. New spas areopening, and continued single digit seems likely for some years to come. It is now some 17
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years since the first spa appeared in the kingdom, and according to the Global Spa Summit,
two per cent of all spas in the world are found in Thailand giving it a ranking of 14th. The
Thai spa industry ranks seventh in terms of the numbers employed, and 18th in terms of gross
revenues.
Most of Thailands classic spas, which continue to improve as they age and always
get favorite ratings from readers in the Cond Nast Traveler award lists, date back to the
industrys early years in the 1990s. Thai spas boomed in 2002, when the industry grew by
nearly two-thirds and achieved a top-five world rating. According to the Intelligent Spas 2002
Thailand Spa Report, Thailand was the second-highest ranked spa destination globally in
2002 with 230 operators servicing 2.6 million international clients and generating revenue of
US$85 million.
The situation according to the Thailand Spa Benchmark Report (2002 2010) put out by Intelligent Spas, a Singapore-based research service:
Of the 585 spas operating in Thailand, 51 percent are day spas and 49
percent are destination spas co-located with accommodation.
The spa industry employs 11,240 people, a growth rate of 228 percent
since 2002. In 2007, Thailand received 3,649,000 tourists who visited spas.
Thai spas collectively generated revenue of 8.3 billion baths in 2007, a
more than threefold increase since 2002.
(http://www.tatnews.org/common/print.asp?id=4555#3 )
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2.3 Vision
We want to be the top five milk shop in Chiang Mai province.
2.4 Mission
We are fresh milk business that concern physical and mental health for our customer.We will serve a full service for customer satisfaction and we will have fish spa to attract the
customer who love milk. We create a member card to maintain customer loyalty that our
business will emphasize the taste of milk for everyone who loves healthy. We attract the
customer by create a new menu following trend for gain a profit to business in a long time.
We support the local product for helping local people to distribute income for them. And we
believe that we can create our own style decoration of business to public for customer
awareness.
2.5Strategy
2.5.1 Corporate Level
Horizontal integration
We are fresh milk shop that must compete with competitors. The main competitors
are Milk garden, Mon Nomsod, and Too Nomsod. We will apply menu a same as
competitors. For example Milk garden creates a special menu such as the name menu isMamatarloon. So our shop must create this menu to compete our competitors.
Market penetration
We will have promotion to attract the customer and we use advertising on radio and
website to promote our shop and we use magazine in Chiang Mai entering to direct
customers awareness. We have some service to serve the customer. It is fish spa; we use
promotion of fresh milk to match with fish spa to attract the customer.
Product development
We introduce and create a new menu following the trend. As the same time we will
improve the existing product to be better for serving our customers to increase our sales and
gain a profit.
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2.5.2 Business Level
Type 1and Type 2: Cost Leadership Strategies
Its in conjunction with differentiation. It will use economies or diseconomies of
scale, capacity utilization achieved, and linkages w/ suppliers& distributors.
Type 3: Differentiation Strategies
It will use greater compatibility, lower costs, improved service, greater convenience,
and more features.
Type 4 and Type 5: Focus Strategies
It will use industry segment of sufficient size, good growth potential, and not crucial
to success of major competitors.
In Our business, in functional level strategy that we choose is differentiation
strategies. We are differentiating that it can relate with horizontal integration, market
penetration, and product development. About horizontal integration strategies, we can
compete another competitors because we will add some menu same as competitors that we
will change some ingredient to adapt the better menu to attract the customer for many choices
to test it that we dont do the same menu as competitors everything so we will improve and
change it to be the new menu for our shop. About market penetration strategies, we will use
marketing effort to attract to directly for our customer awareness by using radio and website
and magazine to advertise on local area because the main target of us, mostly it is the mass
communication to easy for reaching our target and they response to quickly for listening
radio, read magazine and enter the website that we can promote our product& service to
customer awareness. Moreover, we use the promotion to match with our service that it is fish
spa to attract the customer that it can mix our promotion for using fish spa in the same time. It
can be the advantage to us because our shop, we have special service (fish spa) to support for
the customer. It is differentiate with other competitors because other competitors dont have
fish spa same as our shop that it can be differentiate from other competitors. For product
development strategies, we must improve our product all the time to compete with other
competitors that we will create the new things; it means that we can have competitive
advantage for another competitors because we emphasize on the customers need and the
customer want to test a new things all the time which it can create the new target for us.
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2.5.3 Functional Level
Marketing
For our marketing department, we emphasize on promotions and mass
communication. We will use promotion to promote our product and services that competitorswill have some promotion to promote their products. We will do promotion same as
competitors but we will have special promotion that customer have many choices for
selecting to serve our product and service. Before our shop will open shop, we will promote
shop by giving a coupon to customer to test the sample of milk product from our shop. After
that we will promote our shop by using promotion for milk product, the customer able to be a
member our shop that we will create member card for our customer and it can benefit for
collecting the point to get the benefits from our shop and promotion about premium thecustomer will get the point from their purchasing products in our shop in term of 30% per on
point that the end of year, the customer can get the gifts from us. For fish spa, we use a
discount which the beginning we are opening the shop, we will discount from 120 baht per
half hours to 99 baht and for student target we will discount 30%. Adding we want to
customer serve our service in the long time, we have the promotion 10 times per one free; if
the customers use fish spa in 10 times, they will have a service of fish spa per one free. We
will promote our shop by using radio, magazine, public respond, website, and leaflet. For
radio, we will advertise this mass communication because the main target would like to listen
to the radio. It can be effective communication to customer can get information very much.
For magazine, we will advertise on local magazine that it is Hip magazine and Compass
magazine because Chiang Mai people are well known and it can attract to teenager and adult
to know the fashion and information about Chiang Mai are the best. For public respond, we
will support the students activities such as Sport Day, Vijisin event, etc. For Website, we
will advertise on local website in Chiang Mai province because website can reach to people
almost it easy to get information from website. For leaflet, we can contract to reach the
customer for easy to know about our shop.
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Production
For our production department, we emphasize on 2 sections; we will do menu as
same as competitors, we will create a new menu to compete with other competitors that we
will add some menu for healthy. We will do menu as same as competitors do, we will adaptsome ingredient of product to be better such as we will do Mamataloon same as Milk Garden
competitors that we will change it for looking more appetizing. And we will create a new
menu for seasonal such as we will use local fruit to produce smoothies to attract the customer
likes for winter season, we will use apple star, strawberry, orange, and star fruits to produce
smoothies, for summer season, we will use mango, watermelon, and melon to produce it, etc.
So it can show that we create a new menu to attract the customer that it can be differentiate
from other competitors and customer can test and serve our service. Some menu we willcreate to customer who loves health that we take care about our products to customer needs
and satisfy that it can increase more customers to increase our sales and to gain market share
too.
Organization management
For our organization management department, we emphasize on employee. We will
train employee for improving skill of the workers to be satisfy the customer needs in full
services that we compare with other competitors having self service. We provide the workers
to have knowledge skill to serve the customers because we want to the customer get the
benefits and a full service for us to customer happy and satisfy with our service for willing to
give our customers. Moreover, we will evaluate the employee (part time worker) for improve
the performance of employee by we will observe their behavior and feed back from
customers who comes to serve our products and services. So it can show that we will look the
workers to work with us that we will choose the person who attends to do the works andattends the customer.
Accounting/Financing
For our accounting/ financing department, we emphasize on promotion and reducing
the advertising budget. We will use promotion from marketing department can relate to this
department that we want to increase 20% profit .We want to increase market share by pulling
the competitors consumer come to use service in our shop and then we can increase the net
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sale so we can increase profit following when customer increased. Another way we want to
control advertising budget by we will advertise our shop on local radio and local website and
local magazine to reduce the expenses cost because our target we emphasize on Chiang Mai
province and people in Chiang Mai have response in this mass communication to effective
for reaching directly to customers.
Management Information System
For our Management Information System department, we emphasize on
communication by sending mail forward to customer for access our consumer directly. We
use mail for sending to consumers that we can get more consumers to serve our services and
the consumer can get information directly from our shop. It s easy way to reach the
consumers and it doesnt use enough money to invest and we send mail that its quick mass
communication for easy to reach directly to customer and the customer can get information
from us as quickly as we send it. Another way, we will advertise our new product into
website to distribute information. We will add new product into website and send information
of new product to member via mail. We will add new product on website the customer can
see new product, description of product, and the location that we located so we will use
website to promote our new product to increase sales and product together.
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Chapter 3Marketing Feasibility Study
3.1 Marketing analysis
3.1.1 General environment analysis
Political analysis
Chiang Mai political is affect directly from political of country especially in first
quadrant of 2009. They were protested their own right. This made Chiang economic
recession, so the governor crated events for increases consumption rate. Although,
government had supported budget to encourage business section, it called Thai Kam Kangproject. On the other hand, the fresh milk was flooded in market, so the government raised
the price of fresh milk in the market to solve the problem of agriculturist. The raising price
policy of fresh could not solve all flooding of milk, but the government was created policies
in term of step by step on basing problem. (Office of Commercial Affairs: Chiang Mai)
Economic analysis
Economic factors include economic growth, interest rates, exchange rates and
the inflation rate. These factors have major impacts on how businesses operate and make
decisions. First, we would like to mention about inflation rate first.
Figure 3.1: Inflation rate 2009
Inflation rate is an economics a general increase in rises and fall in the purchasing
value of money. Inflation rate is a percentage of general pricing in specific period of time not
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the rising in price of specific product. Inflation rate is the process about level of price istending to be increasing continuously but it is not the process about the increase of price in
only one time. The increasing of inflation rate affects capacity about competition ineconomics. Country which have high inflation rate will have low potential to compete with
another country which have higher inflation rate. The reason is the price of product in country
which have quite high inflation rate will more expensive than the country which have no
problem with inflation rate. (Office of Commercial Affairs: Chiang Mai 2009)
Social analysis
Social factors include the cultural aspects and include health consciousness,
population growth rate, age distribution, career attitudes and emphasis on safety. Trends in
social factors affect the demand for a company's products and how that company operates.
For this factor we will talk about the number of target market and the income rate of people
whose are our target market also.
The numbers of university student are increase year by year, it shows that our
target have high growth rate and we can make more profit from the incasing of number of
that group of people. Another criterion is the income per person is also increase. People have
more money to buy product and willing to pay for something which might be luxury goods.The income increase but the inflation rate decrease that means people has more money to buy
product while the price of those products is decrease or constant.
Technology analysis
Technology is factors include ecological and environmental aspects, such as
R&D activity, automation, technology incentives and the rate of technological change. They
can determine barriers to entry, minimum efficient production level and influenceoutsourcing decisions. Furthermore, technological shifts can affect costs, quality, and lead to
innovation.
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3.1.2 Competitor, Customer, Company (3C Analysis)
Competitor analysis
Direct competitor
Milk shop the reason to have competitors to be compete in Milk shop business are
milk shop business just the business which is spend not much of budget in the beginning
another word is the entrepreneurs who open new milk shop no need to spent a lot of budget to
invest in the business. Everyone who has money can be investing to do business. They do not
have to concern about what degree of education they have get but the one who do this
business must be willing to take risk if they just have money and have no education degree
because do the business, every investor have to have many of information about the business
they do. And also they have to do the business plan or some plan to set they objective and
plan for future if the situation will not go along with the plan they have do.
Another reason is the trend of people in the present day, people concern more about
their health. People drink milk increasingly from the past because Thai government also
campaign people to drink milk to help agriculturist about the price of fresh milk. Thai
agriculturist who take care milk cow can produce a lot of fresh milk but the market to support
fresh milk are not enough for fresh milk that have produce each day. So, there are more
people would like to drink milk both fresh milk or another product about milk for example
fresh milk that already past some process like milk shake in any favor. From the reason
which has said at the beginning can show that Thai people at the present day drink more milk,
so, there are more people would like to gain money from milk business.
Our direct competitor are milk shop that open before us as the followingMilk
Garden, Mom Nom Sod, Milk Zone, Dairy Farm.
Mon Nom Sod Background
If we talk about milk and toast shop, many of u might ad ever heard Mon Nom Sod
milk shop. Especially for people who live close to Bangkok City Hall, although the elderly,
teenager, and children every gender and age will be familiar with Mon Nom Sod milk shop.
There is Mr.Mon Wanisornkul was be owner whose were 30 years experience.
Khun Mon started from labor with prepare coffee task, he work at coffee shop that
located at the corner of Bangkok City Hall since B.E. 2507. He was trust by that shops
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owner and work there for 15 years as far as the owner of block of shop ask to get back the
coffee shop from coffee owner whose Khun Mon work with, so, coffee shop have to close
business.
Khun Mon and his children decided to open his new coffee shop on pickup truck at
the old area that he was be the labor of coffee shop. Then he gently expands or adds more
products like custard-bread and fresh milk. But he still have problem with government
officers after that he think to seeking new location to open his own shop.
He starts to open his shop on B.E. 2527 at canal side beside the Bangkok City Hall,
also he adding more menus continuously. For example, toastthere are many flavors to
select like Thai-custard, pave with sugar, pave with condensed milk, pave with fruit jam, and
etc. At the first stage, his business is not run smoothly because of the recession of economies;
Khun Mon decided to run business as moderate. After that many people know about Mon
Nom Sod milk shop, that group of people are student, and employee who work in Bangkok.
Words of mouth are the key equipment of advertisement and also customers who come to
milk shop will invite their friends to try new shop. So, enterprise then going to growth stage
rapidly within 7 years.
After milk shop reach mutuality stage and quite popular for this business, Khun Mon
was asked for return the block of shop by its owner, again Khun Mon have to seeking for
location to open new shop. Finally, Khun Mon can build his own shop by borrow money
from bank for 7 millions baht. He buy block of shop for 2 caverns which locate closely with
the old shop and also he decorate the shop with new style.
Product Development
Menu continue develop and the last he adding bakery menu and beverage that have
milk to be ingredient. About product development, the method is go to test at other milk sop
which quite famous and popular; then it to adaptation of taste and price for suitable with theshop.
Production
Quality of raw material selecting is very important and the shop will not put
preservative on our product. Every menu which they sell must fresh and shops owner will
control every step of production.
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Human Relation
Khun Mon had applied their experience as an administrator his employee to feel like
family member. He teaches every employee to be honest, keep cleaning, and service mind.
Milk Garden
Figure 3.2: Milk Garden shop
There are 3 branches of Milk Garden; in front of Chiang Mai University, Kard Suan
Kaew, Wat U-mong. All of 3 branches have standard taste standard price, and standardconcept of shop decoration. Prominent point of Milk Garden is spacious of area, a lot of table
and chair that offer for customers. They decorate the sop as Indy stylelet customers
relaxing, there is no air condition, and also the shop provide Wi-Fi to customers for free
(customers bring laptop themselves) that customers can enjoy as long as they want without
any pressure.
They have some special menus which create by them self another menu similar with
other milk shop. Some menu which very general but they try to create new name for that
menu to be interesting like boiled instant noodle they put the name is ma-ma-ta-lon.
Also, this shop provide opportunities for students they recruit part time employees
that mostly students. This technique might help customer familiar with employee and they
can understand each other easily because of similar age or similar generation.
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Milk Zone
Figure 3.3: Milk Zone shop
Milk Zone located in front of Chiang Mai University, the shop is not too large or too
narrow area. They decorate the sop quite general style but it is suitable with customers in
every generation since children tills adult. Customers can go to Milk Zone shop wit family.
The prominent point of this sop is about the menu list which is at least 100 menus and differs
from another milk sop. About the taste; it is not much delicious but still not bad at all. They
set a reasonable price for each menu because their main target are student who student in
Chiang Mai University not workers, so, the price not high compare with other milk shop.
Milk Zone will have highest sales rate when Chiang Mai University have invite
freshy activities that senior student will have a party with junior, sophomores, and freshy
student at Milk Zone. The reason might be the price and location.
Dairy Farm
Dairy Farm is not the shops that open on permanent location. It is just
franchisethere are too many branches of this brand and each branch follow the standard of
company. The owner is whoever wants to be invests in this business or people who want
other source of income.
So, Dairy Farm differs from another shop at all fields. Also, they cant catch the same
target and cant compete with Milk Garden, Milk Zone, and Mon Nom Sod at all.
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Competitor Array
Key Success Factors
1. Establish reputation, public image, and brand to hold a position in heart of
customers.
2. Specific ingredient which is delicious and do not similar with others shop
3. Control every step of production quality for stable taste.
4. Often usually develop and improve new product to suitable and relate with
target market need and want.
5. Develop the shop layout to more modern; also improve the production
equipment and packaging.
6. Have own shops brand that will help customer to remember the shop.
-7. Customers satisfy with service from employees.
-8. Successful of public image and brand.
Milk Zone has highest power to compete with our Nang Le Nom Milk Shop.
Table 3.1: Fresh milk and consumption milk
KeySuccessFactors
Weight
Rating
Milk Garden
Mon NomSod Milk Zone Dairy Farm
Nang LeNom
1
2
3
4
5
6
7
8
1. 0.11
2. 0.10
3. 0.12
4. 0.10
5. 0.12
6. 0.12
7. 0.18
8. 0.15
9. 2
10. 2
11. 2
12. 3
13. 2
14. 3
15. 2
16. 2
17. 3
18. 3
19. 2
20. 2
21. 1
22. 3
23. 1
24. 2
25. 2
26. 2
27. 2
28. 3
29. 2
30. 2
31. 3
32. 2
33. 3
34. 3
35. 2
36. 1
37. 1
38. 3
39. 1
40. 2
41. 3
42. 3
43. 3
44. 4
45. 4
46. 4
47. 3
48. 3
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Fish Spa
At the present day, Fish spa is not the new thing for Thai people. There are many
people known about Fish spa because of media play a prelude present this business until it
can create customer want and need. But there are not enough entrepreneurs who would like to
respond the needs and want of customer. If we talk about the information and news of fish
spa, Thai people already known for something but if we change to talk about the real
businesses that open to service customer it is not enough for requirement. Entrepreneur who
first or earliest stages invest in fish spa business can get money of profit because when new
businesses have entered in Thailand, Thai people would like to try new thing. If they like that
thing or that service, they will come and come again. Furthermore, people who like
something will share the thing they like to the one they love (might be friends, parent, orlover)
About Service
Fish spa can be intervene in many businesses since car care, beauty salon, shoe shop,
coffee shop, golf club, or can be open as single business at nice place. These shop that we
have said combine fish spa business with their own business give the reason to combine it as
for service customer while they waiting for other service (Oak, Siam fish spa, Sep 18,09)Khun Oak From Siam fish spa said that most important for fish spa business is place, good
place good profit. Many people might think that fish spa business have to invest by a lot of
money but if they try to do the business it let to know that fish spa business help investors to
get return of investment for the short time (Teerawut Tanakitkosert, Nov 12, 52) prominent
point of fish spa are strange and about moral which can make customer feel relax.
Teerawut Tanakitoset said that he saw that fish spa in Thailand at the moment are
very popular because it is fail on the growth period stage in product life cycle and he think
that this business will be high racing, sure that you will not be lost from these business.
Our direct competitors are all entrepreneurs who do fish spa business in specifically
and other business which combine with fish spa and located in Chiang Mai province. There
are no fish spa businesses which combine with milk shop yet. So, we select single fish spa
business as our direct competitor such as following below
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Figure 3.4: Fish Spa @ Rin Kham Market
Figure 3.5: Dr. Fish @ Nimmanhemin
Figure 3.6: Fish Spa @ the ring
- Actually Fish Spa @ Sang tawan
- Fish Spa corner @ Central Airport Plaza 3 rd floor
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Indirect competitors
Milk shop : Nang Le` Nom shop do business about milk shop but we not sell only
milk, we sell milk as many taste, toast, waffle, smoothies, and also coffee.
About Product
People who do business about toast, waffle, and coffee shop are our indirect
competitors.
About Location of Indirect Competitors
Mostly toast and waffle business are wheelbarrow franchise and there are a lot of
waffle shop like this. Each shop ju
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