Cherbet House Co.,Ltd.

Acknowledgement This project would not have been possible without the guidance and the help of several individuals who in one way or another contributed and extended their valuable assistance in the preparation and completion of this project. First and foremost, my utmost gratitude to Mr.Chaiyawat Thongintr, professor of the Mae Fah Luang University whose sincerity and encouragement we will never forget. Mr.Chaiyawat has been our inspiration as we hurdle all the obstacles in the completion this project.

-Miss Supannika Khwanmuang, doctor's degree student of Chulalongkorn University who had kind concern and consideration regarding to give our project requirements the suggestion; -Mr. Saroj Inthep, the owner of Coffee hut café for his patience to give all his business information and steadfast encouragement to complete this project; -Work@home café, Le petit, Lalar, U-Hu, Era 127 for give us the opportunity to learn their business and compassionate concern for our project; -The Chaingrai schools student, people and tourist who kind to answer our questionnaire and interview; -Chiang Rai Tourism Service Center for generous to give the tourist information; Last but not the least, Business administration colleagues and our team, for kind and their patience to work in this project and encourage us in completion this project Chureemart Tibkaew Wanwisa Sanboonrat Supansa Donlao Sakuna Chitnoi Atitaya Ruengroeng

Table of Contents Chapter 1................................................................................................................................................. 1 INTRODUCTION ....................................................................................................................................... 1 1.1Background and Significance of the project ..................................................................................... 2 1.2Project Objectives ........................................................................................................................... 3 1.3 Benefit of project ........................................................................................................................... 3 1.4 Activities/Time Frame .................................................................................................................... 4 Chapter 2................................................................................................................................................. 5 INDUSTRY PROFILE .................................................................................................................................. 5 2.1 Nature of Industry .......................................................................................................................... 6 2.2 Situation of Industry ....................................................................................................................... 8 2.3 Product and Service ..................................................................................................................... 12 2.3.1 Product ................................................................................................................................. 12 2.3.2 Service................................................................................................................................... 16 2.4 Vision ........................................................................................................................................... 17 2.5 Mission ........................................................................................................................................ 17 2.6 Strategy ....................................................................................................................................... 18 2.6.1 Corporate Level ..................................................................................................................... 18 2.6.2 Business Strategy................................................................................................................... 18 2.6.3 Functional Level .................................................................................................................... 19 Chapter 3............................................................................................................................................... 20 Marketing Feasibility Study .................................................................................................................... 20 3.1 Marketing Analysis ...................................................................................................................... 21 3.1.1 General Environment Analysis ............................................................................................... 21 3.1.2 Competition Analysis (3Cs) Analysis ....................................................................................... 29 3.2 STP Analysis ................................................................................................................................. 47 3.2.1 Market Segmentation ............................................................................................................ 47 3.2.2 Target Analysis ...................................................................................................................... 48 3.2.3 Position Analysis .................................................................................................................... 49 3.3 Marketing Mix Strategy ................................................................................................................ 50 3.3.1 Product strategy .................................................................................................................... 50 3.3.2 Price Strategy ........................................................................................................................ 53 3.3.3 Place Strategy ........................................................................................................................ 56 3.3.4 Promotion Strategy ............................................................................................................... 57

3.4 Sales Forecast/Profit Estimation ................................................................................................... 58 Forecast Sale Year 1 (2011) ............................................................................................................ 63 Forecast Sale Year 2 (2012) ............................................................................................................ 64 Forecast Sale Year 3 (2013) ............................................................................................................ 65 Forecast Sale Year 4 (2014) ............................................................................................................ 66 Forecast Sale Year 5 (2015) ............................................................................................................ 67 3.5 Marketing Expenses (Sale Incentive) ............................................................................................ 68 3.6 Conclusion in market feasibility .................................................................................................... 78 Chapter 4............................................................................................................................................... 80 Technical Feasibility Analysis.................................................................................................................. 80 4.1 Production and Operation Analysis .............................................................................................. 81 4.1.1 Product Characteristics .......................................................................................................... 81 4.1.2 Services Process .................................................................................................................... 87 4.1.3 Location ................................................................................................................................ 90 4.1.4 Facility Layout ....................................................................................................................... 91 4.1.5 Machine/Tools/Equipment .................................................................................................... 95 4.1.6 Logistics Management ......................................................................................................... 108 4.1.7 Facility Management ........................................................................................................... 110 4.1.8 Machine/Tools/Equipment .................................................................................................. 112 4.2 Cost of investment ..................................................................................................................... 120 4.2.1 Pre-Operating cost .............................................................................................................. 120 4.3 Investment Cost ......................................................................................................................... 131 4.3.1 Equipment and tool ............................................................................................................. 131 4.3.2 Depreciation........................................................................................................................ 134 4.4Management Analysis ................................................................................................................. 141 4.4.1 Organization Management .................................................................................................. 141 4.4.2 Organization Chart .............................................................................................................. 141 4.4.3. Administration Cost ............................................................................................................ 145 4.5 Technical Feasibility Conclusion.................................................................................................. 157 Chapter 5............................................................................................................................................. 158 Financial Statements............................................................................................................................ 158 5.1 Statement of Income.................................................................................................................. 158 5.2 Statement of Cash Flow.............................................................................................................. 164 5.3 Statement of Balance Sheet ....................................................................................................... 169

Chapter 6............................................................................................................................................. 175 Risk Management ................................................................................................................................ 175 6.1 Risk Analysis ............................................................................................................................... 176 6.1.1 External risk......................................................................................................................... 176 6.1.2 Internal Risk ........................................................................................................................ 178 6.2 Conclusion of Risk management ................................................................................................. 186 Chapter 7............................................................................................................................................. 187 Summary ............................................................................................................................................. 187 7.1 Summary of Project Feasibility Study.......................................................................................... 188 Bibliography ........................................................................................................................................ 192 Appendixes .......................................................................................................................................... 195 Appendix 1 ...................................................................................................................................... 196 Company Limited Registration ......................................................................................................... 196 Appendix 2....................................................................................................................................... 206 Fire Insurance .................................................................................................................................. 206 Appendix 3....................................................................................................................................... 211 Financial Risk ................................................................................................................................... 211 Appendix4 ....................................................................................................................................... 302 Interview Format ............................................................................................................................. 302

1

Chapter 1 INTRODUCTION

2

1.1Background and Significance of the project Thai People are now increasing interesting in bakery. One of that reasons is getting influential from the western like French or America even though in Asia nation like Japan or Korea (BCC 2010). The trend of the beauty and delicious bakery are becoming popular especially in Bangkok where is highly leading trend in Thailand.

This bakery is identifying to the new form. It is not be exactly cake or ice cream, it is mainly mixes of Bread, Ice Cream and Fruity and it’s become the beautiful form of design and makes it unique with the other bakeries. Additional with the decoration of the bakery shop, people now like the modern style or the unique styles, they like to building sociality, network or relax time to meet with each other. As a result, this business is becoming popular now. Normally, people still just know as cake, ice cream or Thai desert. This one is a development and adaptation form generally bakery (KungThaiBank 2010). Chiang Rai is the target location when considerations to open this kind of bakery shop because the trend is coming to as notice that there are a few shops opened there. Now it has 4 directly shop. There are Le patite, Work at home café, Au Ho and Layla. It means that few competitors if comparable with the other locations. Moreover, form survey resulted in the old shop in Ching rai have been adapting the menu like a mixing bread, fruit and ice cream together but having different in our menu style. Additionally political, economical also supported. Chiang Rai where is far away form the violation like the protestor protest in Bangkok and Chiang Rai is the final destination for the tourist who are one part of our target group and continuously growth (Tourism, Tourismchiangrai 2009). Moreover, Coffee shop have continuously been opened in Chiang Rai and bakery always come along with them by itself but still show up on the original one like cakes. Thus, this is an opportunity for us to making a development one and creates the difference of both product and the atmosphere of the shop. .

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1.2Project Objectives - To analyze the risk which possibility happened when doing bakery business. -To analyze trend of bakery in Chiang Rai. - To study the feasibility of market share expendable. -To study customer behavior who prefer to buy bakery. - To Summary of the feasibility of Bakery business in Chiang Rai

1.3 Benefit of project - Students can identify the opportunity to do a project which based on reality information. - Students can apply all knowledge of business management for using in this project. - Knowing the current situation and how to run the bakery business in the future. - Getting the opportunity to do the dummy business before run the real business and work in team.

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1.4 Activities/Time Frame Table 1: Time frame November 2010 to February 2011 November Operations Methods

bakery business in Chiangrai. 2. To study management in bakery business. 3. To study competition analysis and marketing feasibility. 4. To study the technical process in bakery business. 5. To study the financial feasibility of bakery business. 6. To study and analysis risk of bakery business in Chiangrai. 7. Making advertising to promote the shop. 8. Grand opening the shop. 9. To Summary the feasibility of bakery business in Chiang Rai.

January

February

W W W W W W W W W W W W W W W W 1

1. To study the general of

December

2

3

4

1

2

3

4

1

2

3

4

1

2

3

4

5

Chapter 2 INDUSTRY PROFILE

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2.1 Nature of Industry Despite the historical role of bread in a number of culinary cultures, the bakery products market is generally benefiting from a global trend towards the breakdown of traditional eating patterns. The trend towards urbanization resulted in accelerated consumer lifestyles, increasing numbers of women in the workforce, the fragmentation of traditional family structures and an increase in single-occupancy households. Recent new product developments are indicative of consumer demand for products that ease the effects of increasingly busy lifestyles and the consequent constraints on food preparation and shopping time that affect consumers. One could say unnecessary, but indispensable may be the best definition to describe bakery products that have provided pleasure to the consumer for a long time. Meanwhile the industry continues to grow. Due to factors of each region, the segment expansion and product development portfolio are different. According to the Business Insight, the expected average growth during 2008-2012 is approximately 2.9% per year. Emerging markets in the Eastern Europe and Asia will show an important role. Consumers will increasingly focus on health, ethical and environmental issues. Healthy and premium confectionery products will provide an opportunity for manufacturers. (Business Insights,2009) The bakery manufacturers attempt to deliver products with new flavors with a variety of appearances and tastes. According to a report of the National Confectioners Association (NCA in 2009), outstanding products in such trend include chocolate products, healthy products, fruit, Ice cream, flavor combination products and exotic flavors. Generation Y and baby boomers are interesting in new flavors of fruits from around the world such as mango, and banana. In addition, consumers show interest with innovations such as salted caramel and chocolate flavor. More recently, spiced ingredients became popular in bakery (especially chocolate and Ice cream), such as cardamom and ginger. Current consumption of natural products still plays a role in bakery. New products and ingredients are developed based on the naturalness. Popular fruits are berries; raspberry and cranberry, while other ingredients such as honey and lemon follow (NCA in 2009), Young generations are not only need a good taste food but they still want to feed their heart. By the atmosphere of a restaurant they can sit and eat for a long time. It is considered as a place to relax when tired after the finished work. Restaurants need to decorated and create a

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"theme" and "character" to meet the lifestyle of customers. Give them delicious meal in every meal to attract the customers. "Concept" has become a core strategy for today's restaurant. If comparable restaurant is the "product" So it must have "flavored" Packaging or Design to look pretty to attract the customers. After the 3-4 years ago, the restaurant business is high-end Market type. Restaurants must have clear "themes" and a character. The shop service is determined by the shop design. Casual atmosphere or the third place is the trendy decoration shops and very popular to entice customers to spend time in the shop longer. Cause effected to customers to increased spending. In addition, “the style of food” will determine the format of the stores clearly. More firmly concept and theme can make the brand is trendy in customers’ heart easily.(BizWeek, 2006) In general, the shop is separately types of bakery like some shops provide only cake; some shops provide only bakery and some shops provide only ice cream. Moreover, there are much of shops where provide as the same things which can not identify as their shop. For example, Blueberry Sheet cake if think about it, it easy to find in wherever because there are a little bit in test and character. So, we can say that it does not mush of differentiations. But in recently, many shops are becoming adaptation by mixing of these bakeries together according to the trend of consumer behavior. The trend of the beauty and delicious bakery are becoming popular especially in Bangkok where is highly leading trend in Thailand. Recently, it is coming to Chiang Rai which now there are 4 shops continuously opened which provide both citizen and foreigners. So, it showed that people in Chiang Rai province are interesting consumed this desert. The popularity of bakery has changed over the years. It must be a combination of fruits and bakery to be interesting and palatable. Therefore Cherbet house cerate this bakery is identifying to the new form. It is not be exactly cake or ice cream, it is mainly mixes of Bread, Ice Cream and Fruity and it’s become the beautiful form of design and makes it unique with the other bakeries. Additional with the decoration of the bakery shop, people now like the modern style or the unique styles, they like to building sociality, network or relax time to meet with each other. As a result, this business is becoming popular now. (Fusion Foods 2008)

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Figure 2.1 The generally nature of bakery

2.2 Situation of Industry Nowadays there are m many Bakery cafés in Thailand. This business is relatively popular and has a lot of customers to consume these products. Because presently the Bakery cafés is responding to customer needs by providing Cake, Ice-Cream, Cream, Fruits, Drinks and decorated the shop like the studio to support the customers feel relax and take a photos suitable for customer lifestyle. Moreover oreover customer can use the shop like a office to working by Wi Wi-Fi is provided and Social network to meeting with friends friends,, relax and take the photo base on acceptable price of products. From the popular make the Bakery cafés have high competitive. Many companies try hardly to create their own strategies and style to compete with each other such as competition in Taste, Style of café’s decoration, Price and the created of dessert to motivate the customers. especially ally in Thonglor and Siam Square Bakery cafés business is high competition, especi where are the center of competition of Bakery cafés.. Thonglor and Siam Square are the location that the customer is higher purchasing power when compared with other areas. Because there are many Bakery cafés approximate 200 stores there. The competitive market of more than 50% is in the middle and above market. But potential of new competitors to entering the market are becoming increased.. Moreover most of newer register in market will came with the medium size stores. For the he main products in each café are Cake, Toast, Ice-Cream, Cream, Drinks and decorate the café attractively. (Kasikorn, 2008). Actually, There are many cafe where sell the dessert, cake, ice-cream which very popular and acceptable in the market such as After you, Sfree cafe, The Fabulous Bar & Dessert Café.. These café have a good taste bakery and good atmosphere to make customers happy with the dessert and relax with the café. Anyway, for the products No one sell Cake, ice-cream cream and fruit in the term of mixed in same plate plate.

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Source: (Limited 2009) Source: (center, K-Econ Analysis 2008) Figure 2.2 The popular dessert café in Bangkok

Figure 2.3 The Dessert from Café’

(center 2008) From statistics the market value of the bakery is increasing every years because of the people’s favor and the expanding of the bakery shop Source: (center, K-Econ Analysis 2006) Source: (center, K-Econ Analysis 2007) Source: (center, K-Econ Analysis 2008)

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Figure 2.4 Total market value of Bakery in Thailand

10000

9200 8200

8000

7200

7500

6500 6000 Market value

4000 2000 0 2006

2007

2008

2009

2010

Table 2.1 Total market value of Bakery in Thailand Year

2006

Increase

Market value

6,500

2007

2008

2009

2010

10.8 %

5%

9%

12 %

7,200

7,500

8,200

9,200

Million bath Million bath Million bath Million bath Million bath

Moreover in 2010 bakery market is expanding quickly with all size of café, big medium and small to serve premium and normal market. Nowadays Dessert cafe has full service in term of products with good looking design and set the café to Third place for relax from work and be social network to chatting with friends in modern or created style of atmosphere. And in 2010 was Sweet stories event to stimulate dessert business market in Thailand (N. newspaper 2009). Sweet Stories by Central plaza is the exhibition and sell in comprehensive matrimony and largest in Thailand which the first and only of the One Stop Shopping is of people who want

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to buy the Sweet and Bakery. Centralize of entrepreneurs about Sweet and Bakery business approximate 40 shops. And expect the number of visitors about 25,000 persons. Most of entrepreneurs will select products which is high quality, good taste and beautiful design to distribute in promotions price. For the concept in 2010 is “Serve happiness with sweet” which means the customers will enjoy with the sweet and dessert in lovely image. And expected total market in this year will grow better than in 2008. (Central plaza, 2010) Source: (plaza 2010)

Figure 2.5 Sweet stories fair in 2010

For Bakery cafés business in Chiang Rai have a lot entrepreneur in 2-3 years, especially in the main road from Viang Par Pao-Chiang Rai-Mae Sai. For the Chiang Rai city, there are 200 Cafés and those Café s are not Dessert Café actually but they are Coffee or Cake Cafe, and provide a customer just in basic of Bakery and Cake. However from the trends and customers’ needs (Students, Officers, and travelers) Bakery cafés business in Chiang Rai trends to very popular soon. (Chiang Rai chamber, 2010) Source: (P. newspaper 2010)

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2.3 Product and Service 2.3.1 Product

•

Cake Figure 2.6 Cake

13

•

Bread Figure 2.7 Bread

•

Confectionary Figure 2.8 Confectionary

14

•

Ice Cream Figure 2.9 Ice Cream

•

Dessert Figure 2.10 Dessert

15

•

Beverage Figure 2.11 Beverage

16 2.3.2 Service

Inside of service, there have employees ready for serving. Figure 2.12 Employees

Normally of desert shop provide water or tea for all customers. Figure 2.13 Water & Tea

Internet Wi-Fi is now mostly provided inside the shop. Figure 2.14 Internet service

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Some shops provide taking photo for the customer too when having the special events li like a birth day or anniversary. Figure 2.15 Photo taking service

2.4 Vision “Try our high Fashion Bakery with the Best Dressing in Town”

2.5 Mission Cherbet House provides the happiness for the customers both of our beautiful testy bakery and modern studio which very good atmosphere. Fulfilling with our expert trai trained employees by providing excellence services. All of our ingredients will be sourced form fo where is high quality. We concern with the customers want by mixing of product an and mix & match our shop trendy inn order to meet our every customer expectation.

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2.6 Strategy 2.6.1 Corporate Level

Cherbet House is bakery business that will opening in Chiang Rai. We open the Cherbet House for the new way of bakery for the customer. The Cherbet House use integration strategy in term of forward integration strategy. We fulfill the customer want by we create the new menu of bakery for the customer satisfaction. The product of Cherbet House is different from the other shop. For the menu of Cherbet House the customer can not see in the other shop because the Cherbet House has decorated product in the new style and mix the bakery in every kind together. Cherbet shop will be sourced from the quality material from the many places such as bread will be sourced from Work AT HOME Café, ice cream will be sourced from Happy Plus and fruit will be sourced from Nunsawat. For our service has more comfortable, has a good atmosphere that appropriate for rest in the long time. We decorate our shop to meet the customer's style because we decorate in many styles. The customer can take the photo in every corner of the shop. Our shop looks like studio that have beverage to provide. Cherbet House will expand the business in the horizontal. Cherbet House will add the diversity of product, add the new menu, add more kind of products, create the good atmosphere in the shop and increase quality of service.

2.6.2 Business Strategy

Cherbet House is the new bakery business that entry to the Chiang Rai market. The Cherbet House have selling point that different from the competitors. The Cherbet Houses have to create the new menu and new atmosphere for attract the customer and compete with competitor in the market. Then The Cherbet House use the differentiation strategy such different both product and atmosphere. The difference about Cherbet House products is the menus of Cherbet House don’t have in the other shop in Chiang Rai. The product have create in the new look it mix everything such as bread, ice cream, honey and whipping cream.

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The difference about Cherbet House atmosphere is our shop has many style for the customer can take the photo it is different from competitor that have the limit the area for the customer to take the photo. By Cherbet House has decorate in mix and match in many style [Chic Chic].

2.6.3 Functional Level

Marketing Strategy Product

-

In term of our bakery name as Cherbet House, we fulfill the gap of Bakery like a mixing of Bread, Fruit and Ice Cream mainly. The characteristic will be beautiful feature in differences of each case.

Price

-

Estimate price follow the cost of product.

-

Setting price of product compare with competitor.

Place

-

Cherbet House has shop at the city in Chiang Rai. It is near the Night Plaza. Our shop emphasizes

marketing strategy as pull strategy because that has many people in

the area so it can attractive the customer.

Promotion

-

Advertising the Cherbet shop and product on brochure and venue.

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Chapter 3 Marketing Feasibility Study

21

3.1 Marketing Analysis 3.1.1 General Environment Analysis

Politic The expanded business have been effecting mainly from the political. When the political unstable it tend to effect over all the whole country. It could break off the settlement of governmental policy. As a result, the investment have delayed to invest their businesses and slow down development in many cases which both have been set and can not set the new one of policy. Moreover, according to the political crisis started at the quarter 1-2 of the year 2010, it was intensely violation on April to May which mad the economic strongly slow down. (Channel 2008) The one who mostly effected is tourism industry and trending both inside and outside country even though the SME or the citizen was getting an affected. So, the Economic and Business Forecasting Center, University of Thai Chamber of Commerce is estimating the effect of losing when there has the rally at that period of crisis time as follow; (Industry.com 2010). Table 3.1 Estimate the impact of the Thai political to economy. From the date of 13 March 2553 onwards. Rally 1 month

Rally continuously 3 months

The impact of consumption per GDP (million) is affected

10,000-16,000

20,000-30,000

1,000-2,000

10,000-20,000

10,000-20,000

40,000-50,000

21,000-38,000

70,000-100,000

0.1-0.2

0.3-0.5

500-800 million baht per day. The impact of direct investment per GDP (million baht). Moderate impact. Effect on Tourism (million), affect 200-500 million baht per day. Impact on the economy as a whole (million). Impact on the rate of economic growth (percent).

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However, Thai political is still continuously perform to the quarter 3-4. Dr, Narong Akrasanee Chairman Serani Holdings said in the seminar of “the way of Thai economic in 2011” that the expended of economic will be decreased if the government can not solve the problem of Thai political. Any how, it’s depending on the management of both government and private sectors under the political changes. If there is no effect too much violence so the Thai economic in 2011 will grow 3.5-4% from the last year 7.9% (thailand-business-news 2010). According to Bakery business is also getting an effected because when the political unstable, people use less spend of their money, getting less consumption and spend less of unnecessary products. So, both government and Private have to accelerate supporting marketing activities to boost tourism and consumer spending.

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Economic The economy of Thailand is an emerging economy which is heavily export export-dependent with exports accounting for more than two thirds of gross domestic product (GDP) (GDP in 2009 made Thailand one of East Asia's best performers. Thailand has a GDP worth 8.5 trillion Baht (on purchasing power parity) (PPP). Household income or consumption by percentage share: 2009


lowest 10%: 2.7%




highest 10%: 33.4%

Figure 3.1 GDP Growth rate The Gross Domestic Product (GDP) in Thailand contracted at an annual rate of 0.2 percent in the third quarter of 2010. From 1993 until 2010, Thailand's average quarterly GDP Growth was 1.01 percent reaching an historical high of 7.10 percent in September of 1993 and a record low of -5.10 5.10 percent in March of 1998. Economic Indicators Figure 3.2 Economic indicators

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With a well developed infrastructure, a free-enterprise economy, generally proinvestment policies, and strong export industries, Thailand enjoyed solid growth from 2000 to 2004 - averaging more than 4% per year - as it recovered from the Asian financial crisis of 199798. Since 2005, however, a prolonged political crisis has weakened the economy; average annual growth dipped to a little more than 3% from 2005 to 2008. Investor and consumer confidence eroded, and Thailand's international image was damaged. Thai exports - mostly machinery and electronic components, agricultural commodities, and jewelry - continued to drive the economy, accounting for as much as three-quarters of GDP. The global financial crisis of 2008-09 severely cut Thailand's exports, however, with most sectors experiencing double-digit drops. In 2009, the economy contracted about 3.5%. The Thai government is focusing on financing domestic infrastructure projects and stimulus programs to revive the economy, as external trade remains weak and the persistent internal political crisis dampens foreign direct investment prospects. (world 2011) Index forecast business environment quarter 4/2010by inquiring business of 1,870 revenue is expected to increase of 45.2% indicates a line of business confidence in the overall economy. But still they are concerned about politics and the baht is too strong. Impact is on exports. Expectations for business in 2011 that the economy would be better 58.6 percent and market share of food like a bakery will be better than in year 2010. Overall business conditions improve. But entrepreneurs are not sure of the political situation. Economic are recovery of the Year 2010 at revivals in some sectors such as agroindustrial exports, etc., and the appreciation of the Baht. Affect competition in the global market. (indices 2011)

From the information, the economic will grow in the year 2011. However, it is the sign of business opportunity for starting investment further because people tend to be more consumption, going outside their house and will have more power of purchasing. Therefore, the business doing about food and bakery are getting an opportunity too if doing factor that

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appropriate for the customer want and also setting price not high or low so, the customer in every class and everyone can buy a product.

Social Social and environment factors of Thai society are a group of people living together. There is Thai tradition and unique cultural identity different from other society’s nation, including spoken language, writing, dress, beliefs, manners, food and lifestyle, etc. The environment determines the nature of society including natural environment and cultural environment. There are 2 parts. First is culture that creates by their own which is often consistent with the natural environment. Second is they have been influenced from other social. Then it was modified to suitable with living in society. (ido, 2009) People in Thai society have value that they belief in social trust. It’s widely considered a guideline for appropriate behavior. The aim is, in order to live together, feel involve within that society. Inside society have the once group who have the power or the influencer so, that make the other people desire or making them want to be. That is the value of Thai people. (Social and Value, Bangkok, 2006) In present we often hear that Thai people concern about values and favor of social. Values are associated with response to stimuli in a way that a standard where people will be encouraged to participate in behaviors to achieve values. A value is relevance to consumer behavior and marketing strategy. While each layer of society is the nature of values and behavior of consumers is different way. (Social and Value, Bangkok, 2006) Bakery is a popular current consumption. The consumers want a sweet taste that they used to eat as a child, but must contain healthy ingredients. Current consumption of natural products still plays a role in confectionery. New products and ingredients are developed based on the naturalness. Popular fruits are berries; mango and strawberry, while other ingredients such as honey and lemon follow. (Business Insights, 2009) Young generations are not only need a good taste food but they still want to feed their heart. By the atmosphere of a restaurant they can sit and eat for a long time. It is considered as a

26

place to relax when tired after the finished work. Restaurants need to decorated and create a "theme" and "character" to meet the lifestyle of customers. Give them delicious meal in every meal to attract the customers. (BizWeek, 2006) Therefore Cherbet house cerate this dessert is identifying to the new form in order to meet the need of customers. It is not be exactly cake or ice cream, it is mainly mixes of Bread, Ice Cream and Fruity and it’s become the beautiful form of design and makes it unique with the other bakeries. Additional with the decoration of the desert shop, people now like the modern style or the unique styles, they like to building sociality, network or relax time to meet with each other (business 2008).

Technology Nowadays, technology is very important and become a rule of a daily life of human. In the other hand, technology is complex, rapidly changed and developed continuously. Generally, technology which have been using is computer, internet, mobile phone, camera etc., especially computer and internet is something that cannot live without it. It will help to manage information, storage database etc., it can helps to reduce costs, reduce time and process easier. And the internet is a large computer networks connected to the world. There are a large number of users and popularity continued. Internet can fasted exchanges the information, make people closely by can connect and communicate with each other around the world. It’s suitable with urgent life. So, Wi-Fi is the comfortable tool that can be used with standard wireless computer network (WLAN) to facilitate the users with a greatly. So we can see in many shops using tool above, particularly in business of coffee, cake dessert, etc. This is a strategy for provide the convenience to customers which can satisfy the customer so much. It not just facilitates for the customers but inside of business also use it. Because of it can help while doing business in many way such online marketing, survey, getting feedback, get more information, doing their own website for keep contact with the customers and also communicate with the supplier. Moreover, 3G are coming soon that is designed to be available in

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the fully form of multimedia. It makes we see the always changed and development of technology. Additionally, more technology device which usedd in a Bakery shop will include the Checolate Fecntain, sweet flush machines, digital scales, cutting edge of cake or bread, beaten egg automatic machines, ice--cream cream machines, dough mixes, blender ice snowflakes, mixers purpose (can can be mixed with either fl flour, egg, etc.), machine-rolled rolled pie, machine cut bread, roll machine bread sandwich, oven baked bread (aa oven gas, oven electric, oven use a paddle). paddle These are all things making the operator convenient, quick and easy to make it bakery. Thus, technology tends nds to play the importance rule when doing business. We have to trendy changed of technology in order to gain the competitive advantage.

Figure 3.3 Technology’s equipment

Oven baked bread

Cutting cake and cutting edge bread machine

Oven use a puddle

Refrigerator

Oven electric

Machine of Chocolate

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Maker-whipping 3G Wi-Fi

(Yokintertrade 2008)

29 3.1.2 Competition Analysis (3Cs) Analysis

Competitor Analysis Direct Competitor 1. Work @ home Café

Figure 3.4 Product

Product -

The highlight of this shop is toast bread such as Bruschetta and Tapenade with toast bread menus, and the other menus emphasized on mixing of fruits such as Mix fruit trifle and Ala Mod serve with ice cream.

-

The test tend to be delicious because their bread is home made style and the other menu like yoghurt, wive cream, ice cream and cake tend to be not too sweet because all product in this shop provide directly to the foreigners.

-

Almost the products in this shop provide supporting good health too.

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-

There are one case of Brownie is provided in package for buying it back home and also sources home made bread for other company who prefer to.

Service Figure 3.5 Service

-

This shop also support providing service too like Ticket reservation, Car rental, Internet café and Seminar Room for both the foreigner and Officers who are their main target group.

Price Figure 3.6 menus with price

31

-

Price tends to be expensive for one person with one piece because the target group in mainly foreigners.

-

Their menus have clearly picture of products which can make customer are quickly decide what they want to eat.

-

The menu of bread started highly from 125B. – 85.B, Yogurt mix with fruit and Bread mix with fruits are normally 75B. , and small piece of Cakes is 65B. Additional of beverage is also high price with the rate between 50B.-55B. , like fruit juice, fruit shack and Beer per glass.

Place

Figure 3.7 Location 545 Rattanakat Road, Meung, Chiang Rai

-

This location is the heart of downtown where is the center of many companies around there such as SCB office, Court of justice, CR mall and close to the Night Bazaar where is lots of tourist and foreigners.

-

Inside of this place is roomy and comfortable. There have good atmosphere in whole day which suitable working relaxes in there as same as their slogan Work @ Home Café.

32

Promotion

-

This shop are providing free for Internet Wi-Fi.

-

There have nothing about promotion with related to their products because they ensure that their core competitive advantage about the good test and good quality of products. They are still healing high price of product which make the customer perception that they have premium brand image.

2. Layla

Product Figure 3.8 Product

This is menu recommend of this shop. It has the many menus such as Honey toast and larva it mix between bread, ice cream and whipping cream. The Layla shop will show the menu recommend at in front of the shop. For the menu of Layla shop has many menus. In the menu don’t show the picture it shows just only the name of bakery and price of it and in the menu has the patch when

33

they modify the price of bakery. For the product of Layla shop has the product is about bread, bakery and fruit juice they have many menus. For the service of layla, the employee in the Layla has about 2 people the most of employee is the kid. For the time to make the order is about 30 minute/order because the equipment for cooking is general it don’t’ high technology.. The dishes of the shop is the general, the glass of this shop that they use the plastic glass don’t have pattern. But some menus of bakery they have beautiful pattern. Price The price of Layla shop is low price comparable because it suitable with their target which mainly the student in front of Samakee school. Place Figure 3.9 Address: Near the Samakee School.

34

Layla shop is small shop and has parking less. The Layla shop is in opposite with Samakee school. Layla shop is emphasizing in the student. In the shop have more colorful have decorated in many style such as style natural, modern, Europe and cartoon the customer can take the photo and in front of the shop have counter for service customer. In the shop have 2 floor for the customer can sit, but when the customer go to sit in the floor 2 they will pass the cooking room[follower the picture show]. In the shop have narrow area and have less the table. For the advertising of Layla shop there is not promotes via internet and don’t have brochure. They use strategy in word to word.

Promotion When the customer buys more than 100 baht the customer can get randomly coupons for some gift or discount that can be reduced when come to eat next time.

3. Le Petit Café

Product Figure 3.10 Product of Le Petit Café

35

The products and services of Le Petit Cafe are including drinks cake and ice-cream, cake. In addition their products is more comprehensive, take home products etc which is the high quality products. Le Petit Café is an direct competitor in the market because they sell Bakery and products resemble Cherbe’t House and well-know in Chiang Rai -The products of this Le Petit Café is acceptable for Chiang Rai customer - They always provided new products to satisfy the customers.

Price Figure 3.11 Menu

Le Petit Café provides products at a reasonable price. The prices range from 45 Baht to 100 Baht for all products. Compared to other Bakery Café in Chiang Rai, Le Petit Café is priced at the similar price to target the teenage and adult market as well.

36

Place Figure 3.12 Place

- The store is Big and good decorated. - The store decorated in 2 style 1.Modern and comfortable 2.Relax with nature. - The store located in the City - There have no promoted via internet.

Promotion Le Petit Café’s promotional activities are including reduced prices for buying more ice cream.

37 4. U-HU shop

Figure 3.13 U-Hu shop

(Brighten your day add color to your life) Product The U-HU shop is the dessert and bakery shop. This shop has the main menu is icecream. After that they try to improving and adapting the menu by add the menu more than before such as Shibuya honey toast, Milo toast, Waffle, Nama toast Monkey, Smoothie fruit, Coffee and beverage, menu for healthy (smoothies & yogurt )etc. These are about the bread for the customer needs. And this shop has the other product such as the accessories for the women and some alcohol. Figure 3.14 product

38

Price The menu price of U-HU shop Menu: Shibuya honey toast

Price:  89 -.

Milo toast

 69 -.

Waffle

 69-89 -.

Nama toast Monkey (bread + banana + ice-cream)

 89 -.

Smoothie fruit (follow size)

 29-39 -.

Coffee and beverage

 29 -.

It’s price is stay middle rate if comparable with the other direct competitors.

Place U-HU shop stay near the clock tower of Chiangrai. Parking of this shop is inconvenience. The space for walking in the shop is narrow. Not have the highlight in front of the shop for customer can know this shop stay on here. The shop is decorating style by using the bright color such as red, blue and yellow. In the shop have the other product (are not the bakery and dessert) it result to the space in the shop is narrow. U-HU shop open 10.00 a.m. – 10.00 p.m. every day. The customer can call to U-HU shop on number 081-1349998 and 085-8268444.

Promotion U-HU shop doesn’t have the any at all of promotion for the customer.

39 Indirect Competitor 1. Era 127

Product: Main product is Spinny Ice Figure 3.15 Product

Era 127 shop sells Spinny ice that is the main product at hears. Spinny Ice is Ice fluffy snow and adds topping put on the cup. The topping are fruit, bread, and jelly act. Moreover, this shop has food, dessert, and alcohol adds in the menu. The customers are to joint with era 127 shop for eating dinner, eating Spinny ice, and drinking alcohol. The fruit of topping are frozen fruit, not fresh fruit. This shop has more menus but do not focus on bakery. So this shop is indirect competitor.

40

Price: Figure 3.16 Menu

The prices of Spinny Ice product are set by size of cup and when add the topping. The small size 1 topping is 20 bath and large size 3 topping is 35 bath and when add 1 topping is just ad 5 bath pet 1 topping. The prices are not expensive. Place: Figure 3.17 Address: Sanambin Rd, Wieng, Chiang Rai, Thailand, 57000

41

The ear 127 shop is large but has parking less. The shop stays nearly the street. The opportunity of this shop is point to attract people driving through a lot of time over. In the shop is decorative older period that all things in shop bring in ancient times. There are many corners in the shop to take photographs. The customer can take the photo and in front of the shop have counter for service customer.

Promotion: Figure 3.18 Promotion Brochure

Era 127 shop they have a lot of promotion for offer and serve to customers. The era 127 shop have special promotion such as when customers buy the second large size cup they will get 5 topping free the price just 35 bath. The era 127 shop they will change promotion every month.

42 2. Swensens

Product Figure 3.19 Product of Swensens

The products and services of Swensen’s are including ice-cream, cake and drinks. In addition their products is more comprehensive, they also have festive products and take home products etc which is the products that are beyond other competitor. - Swensen’s is an indirect competitor in the market because they sell Ice cream and dessert and well-known in Chiang Rai -The products of this Swensen’s is agreeable from customer well known for Chiang rai and Thais people. -The location is closed to Cherbe’t House, The customers can hesitate to choosing the Café - They always provided a comprehensive products and variety of products to the customers to make their customer feel satisfaction and enjoy.

43

Price Figure 3.20 Menu

Swensen’s provides products at a reasonable price. The prices range from 35 Baht for one scoop of ice cream to over 250 Baht for large sundaes ice cream. Compared to other premium ice cream companies, Swensen’s is priced at the lower-end to target the teenage market as well.

Place Figure 3.21 Place

44

- The store is Big and good decorated. - The store located in economic street and closed to Cherbe’t House, - There are promote via internet of own website and Facebook fan page.

Promotion Figure 3.22 Brochure of promotion

Swensen’s has a variety of ways to promote and advertise it products and brand name effectively -Advertising is done through TV commercials, website, magazines, flyers, and store banners -Promotional activities include reduced prices for festive ice cream -Privilege Card where at 129 baht, a customer can receive discounts from any Minor Food Group food company for a year. -Swensen’s also distributes coupons for discounts and offers a Swensen’s gift voucher.

45

Customer Analysis When doing business in Chiang Rai where have totally population of 1,194,933 people divided into male 588,850 and female 606,083 (Thaienergydata 2009).But when we analysis with our customer so, Cherbet House located at the heart of economic area in Chiang Rai so, the customer will be focused on the downtown of Chiang Rai which there will have the percentage to go around and see our shop frequently. Then, the population in downtown has 116,341 people and they was divided into male 56,399 and female 59,942 (Tourism, TourismChiangrai 2009)However, when we have done about our interview by choosing the sampling population in this downtown 100 people, then our segmentation tend to category as Behavior Segmentation. It is divided customers like an attitude of 4 segmentations as Favorite, Like, So so and Dislike of our bakery. Favorite means very like of our bakery by eating 8 times per month and they have power of purchasing per time about 80-100 Baht. Like means they often eating bakery 4 times per month and they have power of purchasing per time about 60 – 79Baht. So means they eat sometimes of bakery like 1 time per month and they have power of purchasing per time about 40-59Baht. And Dislike means they do not totally like some kinds of bakery. Someone does not like bread because they really concern on their healthy. So, our target segmentation would be the best outcome like a Favorite and like. Then, what our target groups want is that our new style of product like a mixing of bread, ice cream and fruits. They perceive that it will be interesting, look like differentiate and yummy. Moreover, they not just want the core product but they want the comfortable, friendly, and classic corner atmosphere for relaxing and enjoyable with their friend or family in there. Additionally, the customers will enjoy and satisfaction more if we let them involve with our shop. As a result, that why we will create one of menu for the customer can do it by themselves. This is the way we create more value and satisfaction for the customers.

46

Competitive Analysis In Thailand, The bakery shops are popular that many entrepreneurs turn to open the shop and have more competing as well. Bakery business is low capitals investment but the business will survive or not that depends on the quality of products and services that are different from the competitions. As well as the bakery shop should have target that appropriate with product because if the product is not significantly different in consumers mind. Nowadays this business is very popular with new various bakeries and be appetizing. The demands of eating bakery trends have been changed as a consequent of structure bakery industry change too. Profitability for individual companies is determined by efficiency of operations. Small companies can compete by offering specialty goods or superior local distribution services. The set of strategic is very important when doing business. The bakery shop create new product and improve the product in order to attract and satisfy customers and compete with competitors. In Chiang Rai the bakery business has more competitive as well because Chiang Rai is tourist city and have a lot of bakery shop like coffee houses both open for s long time ago and just start opened. Each shop has different strategies for attract the customers such price, decorate shop, variety of menu and different in taste. Each shop has highlight and weakness differently. Cherbet house will be open in the Chiang Rai is about bakery but Cherbet house will use the different strategy for competition. For the bakery of our shop are different from other shop. We mix between bread, ice cream and fruit we mix it in the new style that are beautiful, attractive and the taste has delicious because trend of health has popular so we confirm what the customer want. And Cherbet house uses customize strategy, it is we have material of product already that the customer can mix and do it by themselves. This can give the customer happy in their bakery fulfill what customers want and it can complete with competitors too.

47

3.2 STP Analysis

3.2.1 Market Segmentation

-Behavior Behavior Segmentation: Attitude (Favorite, Like, So so, Dislike) Market segmentation of Cherbet House divided customer segment into Niche Marketing relies on Behavior segmentation to identify its main cu customers stomers which each niche looking for unique benefits. The Niche marketing can better help to understand the market trend and customer needs. Then, it can penetrate into each sub market. From interview from 13 - 14 December 2010, Cherbet House can divide the market segmentation by pie chart for easily to understand. We have 4 types of classifications. The first group is primary customer segment which can generating the most revenues for Ch Cherbet House include Bakery lover. The second group is the customers who like to eat bakery which can generate secondary revenues. The third group is normal costumers who can eat bakery and the last group is the customers who do not like the bakery and othe other. r. So, we have been survey for 2 groups of customers which 100 interviewee per group. The first group is University students and another group is High school students.

Dislike 5%

So so 30%

Favourite 28%

Favourite Like So so Dislike

Like 37%

Figure 3.23 Behavior Segmentation: Attitude

48

-Behavior Behavior Segmentation: Buyer – Readiness This customer group is who have power of purchasing or demand that have effort to pay. There is Officer both private and government sectors, and Tourist both Thais and foreigners. In term of Officer we just classify who working around Muang Chian Chiangg rai. And in term of Tourist, we just classify who rest in the hotel around our shop. With both tend to have more percentage to come to our shop. Tourist 6%

Buyer - Readiness

Officer 94%

Figure 3.24 Behavior Segmentation: Buyer – Readiness

3.2.2 Target Analysis

Bakery business can expand and popular with customers, customers think now bakery café is the more than restaurant but it can be the third place to make social network with delicious bakery. For Cherbet House create a product specialization. We serve the products in same style to all customers. ustomers. In this market of Chiang Rai, Cherbet House provided 4 target groups.. First, the Customers who are Bakery lover, who very like and have capability to purchase products which mostly University students.. They look for modern place and social networkk to relax with friends. Second, the Customers which like to eat and enjoy to spending the time at bakery shop and capability to purchase products lower than the first group, they look for quality and delicious products with good atmosphere which mostly High school students. students Thirdly, the Tourist who rest in the hotel where is near our shop. So, they tend to have more percentage to come to our shop because it’s convenience. Moreover, they have much of power

49

purchasing. Lastly, the officers, who are both government and private sectors. But we choose just only around Mueng Chiang Rai. Segment

Favorite

Like

BuyerReadiness

Coffee

Product

Our bakery Icecream

Figure 3.25 product

specializations.

3.2.3 Position Analysis

We position our bakery shop to be the studio one where we not just enjoy beautiful testy eating with our differentiate bakery but the customer will be happiness of our shop providing the comfortable, friendly, and different corner to take the photo. Cherbet House where is the customers can be service freedom by themselves. But however, our trained staff will be ready for serving. It is suitable for coming to even enjoy with friend, lover and family which there will create society in there. When customers think about our Cherbet House shop so, thing that come up in their mind is, about enjoy beautiful testy eating and getting happiness in relax atmosphere place.

50

3.3 Marketing Mix Strategy 3.3.1 Product strategy

Product Differentiation would be used as our strategy. Differentiate in product form of bakery to be the modern bakery by mixing with Bread, Ice cream and Fruits. So, it will get the new test of full-flavored. flavored. Differentiate in style, it comes form beautiful Japanese and French look. Now, we have 9 menus in case. However, we have planed to make new design every month by 2 designs at lease per month by always adapt and change with demand of our customers. Thus, the older menu will be moved out after they showed lower sale in tern by analyzing from ccomputer program. Moreover, we offer the Customerization by set one of menu for the customers do it by themselves , they can choose or mix whatever they want inside that set. So, it strategy will make the customer feel involve and create the value for them. There are 9 menus differentiate as follow: 1. Le Bristol ol Honey Toast

2. Choc Lava cove with strawberry

51

3.Panoffee

5. Angel & Demon

7. Blanc Manger

4. Orange Passion Buttermilk

6. Costa Rica

8. Anis Pear Tart

52

9. Pancake Melba, Jamaican Banana

This menu are provided to the customers can do it by themselves. We provide the space in front of bar. The customer can does pancake first. Then choose the flavor of ice cream and fruit which they want.

Branding Strategy,

Figure 3.26 The logo of Cherbet House We set brand name in English. It is short and easy to remember with pretty word. The brand name is “Cherbet House”. This brand sound like sherbet word means fruit ice, but we change how to spell for show we change bakery style to new thin things gs also. Therefore, we create the logo for identify to our brand name. Logo use Pink and brown color for presenting to cheerfulness and loveliness of Cherbet House. This logo looks like the ice cream and cherry on cupcake to show that we mix cake ice cream and fruit together to be our product.

53 3.3.2 Price Strategy

Price Strategy Cherbet house use the cost - base strategy and compare the price with competitor. For the cost base strategy we calculate the cost of material. And we setting moderate price comparing with competitor, such as layla, U-Hu, work at home and Le bates so our product have price nearly with competitor.

Price of product 1

Choc Lava cove with strawberry

95 baht

2

Le Bristol Honey Toast

95 baht

3

Blanc Manger

75 baht

4

Anis Pear Tart

75 baht

5

Pancake Melbel

95 baht

6

Panoffee

85 baht

7

Orange Passion Buttermilk

85 baht

8

Angel & Demon

85 baht

9

Costa Rica

85 baht

Comparable with competitors Layla shop The location of this shop is near with Samakkhi School. In the Layla shop have more product about toast. The price of product in the many menus have lower price because the target group of Layla is the student in Samakkhi School so they have less power purchasing. The most expensive price is about 49-59 baht. 1. Honey toast

59 baht

54

2. Chocolates larva

49 baht

Layla shop has the price of beverage start at 20-25 baht. 1. Strawberry smoothies’

20 baht

2. Strawberry yogurt smoothies

25baht

3. Kiwi smoothies’

20 baht

4. Kiwi yogurt smoothies

25baht

U-HU shop This location is the heart of down tow. In the U-HU shop have more product about bakery. The price of product in the many menus have medium to high price because the target group of U-HU is everyone so they have more power purchasing. The menu price of U-HU shop start at 69baht 1. Milo toast

69 baht

2. Waffle

69-89 baht

The most expensive price is about 89 baht. 1. Shibuya honey toast

89 baht

2. Nama toast Monkey (bread + banana + ice-cream)

89 baht

The beverage price of U-HU shop is about 29-39 baht. 1. Smoothie fruit (follow size)

29-39 baht

2. Coffee and beverage

29 baht

55

Work at Home The menu of bread started highly from 125B. – 85.B, Yogurt mix with fruit and Bread mix with fruits are normally 75B. , and small piece of Cakes is 65B. Additional of beverage is also high price with the rate between 50B.-55B. , like fruit juice, fruit shack and Beer per glass. Price of product 1. Ala mode

75 baht

2. Fresh fruit salad

65 baht

3. Chocolate fudge cake

65 baht

4. Brownie

65 baht

5. Raspberry chocolate

65 baht

6. Lemon cheese pie

65 baht

7. Custard with fruit salad

65 baht

Le Petit Café The store located in the City. The store decorated in 2 style 1.Modern and comfortable 2.Relax with nature. The products and services of Le Petit Cafe are including drinks cake and ice-cream, cake. In addition their products is more comprehensive, take home products etc which is the high quality products. Le Petit Café provides products at a reasonable price. The prices range from 45 Baht to 100 Baht for all products. Compared to other Bakery Café in Chiang Rai, Le Petit Café is priced at the similar price to target the teenage and adult market as well. Price of product 1. Honey toast

89 baht

2. Fresh fruit salad

89 baht

3. Waffle

75 baht

4. Burry cheese pie

70 baht

5. Brownie

70 baht

6. Strawberry cheese cake

70 baht

56

7. Chocolate cake

70 baht

For the product of Cherbet house the customer can get the value of product relative with price or get price equal value because the product and service are more valuable for respond customer need. It make the customer satisfactions and popular in group of customer. The price of Cherbet house has nearly with competitor but tend to a little bit higher than direct competitors because the quality of product have higher cost than competitor so Cherbet house is the new way in side of bakery for the customer that can make the customer satisfaction in the product and that have reasonable price.

3.3.3 Place Strategy

We use Pull Marketing strategy to attract the customer to know our place first. By emphasizing advertising like promote both shop and product that tend to decoration both inside and outside shop to be interesting and focus on our positioning style. In such the target group said that one part which makes them change their mind from the regular shop to try a new one is the shop would be attractive first and then the test of bakery will be follow to make the customer loyalty. In term of distribution channel, we provide order to made and serve finished inside the shop. Moreover, Location is very important when doing business because it depending on our target group area as well. So, our location state at economic area in Chiang Rai province. It located at 868 Phahonyotin road, Mueng, Chiang Rai 57000.

57 3.3.4 Promotion Strategy

Promotion strategic: Cherbet House uses Pull Strategy to attract the customer come to our shop. By emphasizing created the advertising to promote our brand name first, knowing what our product is, and style of our shop. So, our shop does not have sale promotion like a discount but we will make the consumer happiness with our atmosphere and beautiful testy products. Then we will offer the customers statistician and doing a special promotion to customer’s loyalty and finding new customers too. -Advertising Informative advertising for introduce people to know our shop and products / services. Our shop has brochure and venue for advertising.

-Grand opening Our shop have grand opening on Monday 14 February 2011. Therefore our shop has promotion to promote and attractive customers. The promotions have 2 set, first for the couples we are going to serve this type of customers with a special set of bakery called “Angle and Demon” and there will be the photo taken for the couples, which there will be 2 copies of photographs, one will be posted on Cherbet House and another one will be given to the customer as a gift from our bakery. For the second set for the customers, who have visited our bakery house as a group, which are going to take one of a picture for that group of customers, which the customer can choose whether to take this photo as a souvenir or post it in the bakery house.

-Special promotion Our shop have the special promotion for special day such ac Valentine Day, Birthday, and Anniversary Day.

58

-Facebook Our shop has the Facebook that is social network in order to promote our shop and product. Customers can know about our activities and they can share information, feel, and impression toward to our Facebook any people can see. Our shop is use strategic tha that by word to word of the regular customers on online, in order to attractive other or new customers.

3.4 Sales Forecast/Profit Estimation All below target segment was calculated based on Behavioral segmentation. We will estimate by interview that has survey vey in Muang District, Chaing Rai which near and convenience to go to our shop. First Target Segment is University students in bachelor degree. Second Target Segment is High school students. Third Target Segment is Tourism both Thais and foreigners. Fourth urth Target Segment is Officer both government and private sectors. The first target Segment is University students in bachelor degree with survey 100 interviewees and the second target Segment is High school students with 100 interviewees as well. Dislike 5%

So so 30%

Favourite 28%

Favourite Like So so Dislike

Like 37%

Figure 3.27: Four types of Behavior Segmentation: Attitude

59

1. The number of sampling that Favorite is 28 people 2. The number of sampling that Like is 37 people 3. The number of sampling that So so 30 people 4. The number of sampling that Dislike 5 people So, we choose 2 target groups of Favorite and Like who both have power of purchasing. The first target group is University students in bachelor degree who frequently go to buy the bakery 2 times per week or 8 times per month and they spend their money 80-120 Baht per time.There are 28%. (University 2010) (CRU 2010) Table 3.2 The amount of university student 8,585 Mae Fah Luang University

people

Ratchapat Chiang Rai University

people

Total

people

18,225 26,810

*the number base on year 2010 26,810 X 28%= 7,507 people per year.

The second target group is often going to buy the bakery 1 time per week or 4 times per month and they spend their money 60-79 Baht per time. There are 37%. (C. V. School 2010) (D. School 2011) (Kyoto-san 2010) Table 3.3 The amount of school student Samakkhi Wittayakom School Damrongratsongkroh School Chiengrai Vidhayakhome School Total *the number base on year 2010 8.348 X 37% = 3,089 people per year.

3,900 3,154 1,294 8,348

60

The third target group is Tourist who has more demand or effort to purchase. The tourist all around Muang Chiang Rai who was calculated when rest in hotels. (Tourism 2009) Table 3.4 The amount of tourism Year Tourists Amont % Change 2007 Thais 1,135,159 Foreigners 300,776 Tolal 1,435,935 2008 Thais 1,339,190 Foreigners 402,056 Tolal 1,741,246 2009 Thais 1,430,375 Foreigners 249,873 Tolal 1,680,248

9.61

9.59

Table 3.5 Forecast sale of the amount of tourism 2010 Thais Foreigners Tolal 2011 Thais Foreigners Tolal 2012 Thais Foreigners Tolal 2013 Thais Foreigners Tolal 2014 Thais Foreigners Tolal 2015 Thais Foreigners Tolal

1,848,273 2,033,100

10

10

2,236,410

10

2,460,051

10

2,706,056

10

But However we chooses just 5 hotels where’s near our shop. There is Nim See Seng Hotel, Weang in hotel, Orkid Hut hotel, Wung Cum hotel and Sanpu place hotel, who is rest near our shop that surely convenience to see and come to our shop.

61

Table 3.6 The amount of tourism in five hotel

2011

12,814

2012

15,376

2013

18,452

2014

22,142

2015

26,570

Year 1 started at 5% which is minimum rat estimation which is 954 people per year.

Summary of the customer for 4 target group which will be increasingly 5% in year two, 10% in year tree, 15% in year four and 20% in year five. Table 3.7 The percentage increasing in next 4 year. The number of customer 2012 Forecast

2011

2012

2013

Increase

2013

Increase

2014 2014

Increase

2015 2015

Increase

High school stydnt

3,089

3,243

5%

3,568

10%

4,103

15%

4,924

20%

University student

7,507

7,882

5%

8,670

10%

9,971

15%

11,965

20%

Tourism

954

1,001

5%

1,101

10%

1,267

15%

1,520

20%

Employee

13940

14,637

5%

16,101

10%

18,516

15%

22,219

20%

Total

25,489

26,764

29,440

.

33,856

40,627

62

According form the interview, the rat that our targets like to eat our bakery in 9 types. Table 3.8 : 9 types of bakery which was classified by raging like. 9 types

%

302

36 12

302

29 10

302

29 10

302

38 13

302

35 12

302

39 13

302

39 13

302

29 10

302

28 9

Table 3.9 The amount of customers

% of purchasing

Year1 Number of customer

13%

25489

276

26,764

290

29,440

319

33,856

367

40,627

440

13%

25489

276

26,764

290

29,440

319

33,856

367

40,627

440

12%

25489

255

26,764

268

29,440

294

33,856

339

40,627

406

10%

25489

212

26,764

223

29,440

245

33,856

282

40,627

339

12%

25489

255

26,764

268

29,440

294

33,856

339

40,627

406

11%

25489

234

26,764

245

29,440

270

33,856

310

40,627

372

10%

25489

212

26,764

223

29,440

245

33,856

282

40,627

339

Piece of bakery

Year2 Number of customer

Piece of bakery

Year3 Number of customer

Piece of bakery

Year4 Number of customer

Piece of bakery

Year5 Number of customer

Piece of bakery

63

10%

25489

212

26,764

223

29,440

245

33,856

282

40,627

339

9%

25489

191

26,764

201

29,440

221

33,856

254

40,627

305

Forecast Sale Year 1 (2011)

Table 3.10 Forecast of the pieces of bakery in 2011. Year 2011

Product

Price

Jan

Feb

Mar

Apr

May

Jun

Jul

Aug

Sep

Oct

Nov

Dec

Total

1

Choc Lava cove with strawberry

95

138.07

276

278

311

312

314

315

317

319

286

353

388

3,777

2

Le Bristol Honey Toast

95

138.07

276

278

311

312

314

315

317

319

286

353

388

3,777

3

Blanc Manger

75

127.45

255

256

289

291

292

294

295

297

264

331

366

3,517

4

Anis Pear Tart

75

106.20

212

213

247

248

249

250

252

253

220

287

322

2,998

5

Pancake Melbel

95

127.45

255

256

289

291

292

294

295

297

264

331

366

3,517

6

Panoffee

85

116.82

234

235

268

269

271

272

273

275

242

309

344

3,258

7

Orange Passion Buttermilk

85

106.20

212

213

247

248

249

250

252

253

220

287

322

2,998

8

Angel & Demon

85

106.20

212

213

247

248

249

250

252

253

220

287

322

2,998

9

Costa Rica

85

95.58

191

192

225

226

228

229

230

231

198

265

299

2,739

1,062.04

2,124

2,135

2,433

2,445

2,458

2,470

2,482

2,495

2,198

2,804

3,115

29,580

Table 3.11 Forecast of the income in 2011. Year 2011

Jan

Feb

Mar

Apr

May

Jun

Jul

Aug

Sep

Oct

Nov

Dec

Total

1

Product Choc Lava cove with strawberry

-

13,116

26,364

29,514

29,662

29,662

29,959

30,109

30,260

27,125

33,546

36,849

316,164

2

Le Bristol Honey Toast

-

13,116

26,364

29,514

29,662

29,662

29,959

30,109

30,260

27,125

33,546

36,849

316,164

3

Blanc Manger

-

9,558

19,212

21,700

21,808

21,808

22,027

22,137

22,248

19,773

24,834

27,433

232,538

4

Anis Pear Tart

-

7,965

16,010

18,498

18,590

18,590

18,777

18,870

18,965

16,490

21,535

24,117

198,407

5

Pancake Melbel

-

12,107

24,336

27,486

27,624

27,624

27,901

28,040

28,180

25,045

31,456

34,749

294,548

6

Panoffee

-

9,930

19,959

22,779

22,892

22,892

23,122

23,238

23,354

20,549

26,275

29,212

244,202

7

Orange Passion Buttermilk

-

9,027

18,145

20,964

21,069

21,069

21,280

21,386

21,493

18,688

24,406

27,333

224,861

8

Angel & Demon

-

9,027

18,145

20,964

21,069

21,069

21,280

21,386

21,493

18,688

24,406

27,333

224,861

9

Costa Rica

-

8,125

16,330

19,150

19,245

19,245

19,438

19,535

19,633

16,828

22,536

25,454

205,520

-

91,973

184,865

210,568

211,621

211,621

213,743

214,811

215,885

190,310

269,327

2,257,265

242,540

64

Forecast Sale Year 2 (2012)

Table 3.12 Forecast of the pieces of bakery in 2012. Year 2012 1

Product Choc Lava cove with strawberry

2

Price

Jan

Feb

Mar

Apr

May

Jun

Jul

Aug

Sep

Oct

Nov

Dec

Total

95

325

290

291

326

328

329

331

333

334

300

371

407

3,966

Le Bristol Honey Toast

95

325

290

291

326

328

329

331

333

334

300

371

407

3,966

3

Blanc Manger

75

302

268

269

304

305

307

308

310

311

277

348

384

3,693

4

Anis Pear Tart

75

258

223

224

259

260

262

263

264

266

231

301

338

3,148

5

Pancake Melbel

95

302

268

269

304

305

307

308

310

311

277

348

384

3,693

6

Panoffee

85

280

245

247

281

283

284

286

287

288

254

325

361

3,421

7

Orange Passion Buttermilk

85

258

223

224

259

260

262

263

264

266

231

301

338

3,148

8

Angel & Demon

85

258

223

224

259

260

262

263

264

266

231

301

338

3,148

9

Costa Rica

85

235

201

202

237

238

239

240

241

243

208

278

314

2,876

2,542

2,230

2,241

2,555

2,568

2,580

2,593

2,606

2,619

2,308

2,944

3,271

31,059

Table 3.13 Forecast income in 2012. Year 2012

Feb

Mar

Apr

30,836

27,544

27,682

30,990

Le Bristol Honey Toast

30,836

27,544

27,682

3

Blanc Manger

22,671

20,073

4

1

Product Choc Lava cove with strawberry

2

Jan

May

Jun

Jul

Aug

Sep

Oct

Nov

Dec

Total

31,145

31,145

31,457

31,614

31,773

28,481

35,223

38,691

376,580

30,990

31,145

31,145

31,457

31,614

31,773

28,481

35,223

38,691

376,580

20,173

22,785

22,899

22,899

23,128

23,244

23,360

20,761

26,076

28,805

276,872

Anis Pear Tart

19,326

16,727

16,811

19,423

19,520

19,520

19,715

19,814

19,913

17,314

22,611

25,323

236,017

5

Pancake Melbel

28,717

25,425

25,552

28,861

29,005

29,005

29,296

29,442

29,589

26,298

33,029

36,486

350,705

6

Panoffee

23,798

20,853

20,957

23,917

24,037

24,037

24,278

24,399

24,521

21,576

27,589

30,672

290,637

7

Orange Passion Buttermilk

21,903

18,957

19,052

22,012

22,122

22,122

22,344

22,456

22,568

19,623

25,626

28,700

267,485

8

Angel & Demon

21,903

18,957

19,052

22,012

22,122

22,122

22,344

22,456

22,568

19,623

25,626

28,700

267,485

9

Costa Rica

20,007

17,062

17,147

20,107

20,208

20,208

20,410

20,512

20,615

17,669

23,663

26,727

244,334

193,143

194,109

221,097

222,202

222,202

224,430

225,552

226,680

199,826

254,667

282,794

2,686,697

219,997

65

Forecast Sale Year 3 (2013)

Table 3.14 Forecast of the pieces of bakery in 2013. Year 2013 1

Product Choc Lava cove with strawberry

2

Price

Jan

Feb

Mar

Apr

May

Jun

Jul

Aug

Sep

Oct

Nov

Dec

Total

95

357

319

321

359

361

362

364

366

368

330

408

448

4,362

Le Bristol Honey Toast

95

357

319

321

359

361

362

364

366

368

330

408

448

4,362

3

Blanc Manger

75

333

294

296

334

336

338

339

341

343

304

382

422

4,062

4

Anis Pear Tart

75

283

245

247

285

286

288

289

291

292

254

332

371

3,463

5

Pancake Melbel

95

333

294

296

334

336

338

339

341

343

304

382

422

4,062

6

Panoffee

85

308

270

271

310

311

313

314

316

317

279

357

397

3,763

7

Orange Passion Buttermilk

85

283

245

247

285

286

288

289

291

292

254

332

371

3,463

8

Angel & Demon

85

283

245

247

285

286

288

289

291

292

254

332

371

3,463

9

Costa Rica

85

259

221

222

260

262

263

264

265

267

229

306

346

3,163

2,796

2,453

2,466

2,810

2,824

2,839

2,853

2,867

2,881

2,538

3,239

3,598

34,164

Table 3.15 Forecast income in 2013. Year 2013

Feb

Mar

Apr

Aug

Sep

Oct

Nov

Dec

Total

33,919

30,298

30,450

34,089

34,259

34,259

34,603

34,776

34,950

31,329

38,745

42,560

414,239

Le Bristol Honey Toast

33,919

30,298

30,450

34,089

34,259

34,259

34,603

34,776

34,950

31,329

38,745

42,560

414,239

3

Blanc Manger

24,938

22,080

22,190

25,063

25,188

25,188

25,441

25,568

25,696

22,837

28,683

31,685

304,560

4

Anis Pear Tart

21,258

18,400

18,492

21,365

21,472

21,472

21,687

21,795

21,904

19,046

24,872

27,855

259,618

5

Pancake Melbel

31,589

27,968

28,108

31,747

31,905

31,905

32,225

32,386

32,548

28,927

36,332

40,135

385,776

6

Panoffee

26,178

22,939

23,053

26,309

26,441

26,441

26,706

26,839

26,974

23,734

30,348

33,740

319,701

7

Orange Passion Buttermilk

24,093

20,853

20,957

24,213

24,334

24,334

24,578

24,701

24,825

21,585

28,189

31,569

294,234

8

Angel & Demon

24,093

20,853

20,957

24,213

24,334

24,334

24,578

24,701

24,825

21,585

28,189

31,569

294,234

9

Costa Rica

22,008

18,768

18,862

22,118

22,228

22,228

22,451

22,563

22,676

19,436

26,029

29,399

268,767

212,457

213,519

243,206

244,422

244,422

246,873

248,107

249,348

219,808

280,133

311,073

2,955,366

Product

1

Choc Lava cove with strawberry

2

Jan

241,996

May

Jun

Jul

66

Forecast Sale Year 4 (2014)

Table 3.16 Forecast of the pieces of bakery in 2014. Year 2014

Product

Price

Jan

Feb

Mar

Apr

May

Jun

Jul

Aug

Sep

Oct

Nov

Dec

Total

1

Choc Lava cove with strawberry

95

411

367

369

413

415

417

419

421

423

379

469

515

5,017

2

Le Bristol Honey Toast

95

411

367

369

413

415

417

419

421

423

379

469

515

5,017

3

Blanc Manger

75

382

339

340

384

386

388

390

392

394

350

440

486

4,672

4

Anis Pear Tart

75

326

282

284

328

329

331

333

334

336

292

381

427

3,982

5

Pancake Melbel

95

382

339

340

384

386

388

390

392

394

350

440

486

4,672

6

Panoffee

85

354

310

312

356

358

360

361

363

365

321

411

456

4,327

7

Orange Passion Buttermilk

85

326

282

284

328

329

331

333

334

336

292

381

427

3,982

8

Angel & Demon

85

326

282

284

328

329

331

333

334

336

292

381

427

3,982

9

Costa Rica

85

298

254

255

299

301

302

304

305

307

263

352

398

3,638

3,216

2,821

2,835

3,232

3,248

3,264

3,281

3,297

3,313

2,919

3,725

4,138

39,289

Table 3.17 Forecast of income in 2014. Year 2014

Feb

Mar

Apr

Jun

Jul

Aug

Sep

Oct

Nov

Dec

Total

39,007

34,843

35,017

39,202

39,398

39,398

39,793

39,992

40,192

36,028

44,557

48,944

476,374

Le Bristol Honey Toast

39,007

34,843

35,017

39,202

39,398

39,398

39,793

39,992

40,192

36,028

44,557

48,944

476,374

3

Blanc Manger

28,679

25,392

25,519

28,823

28,967

28,967

29,257

29,403

29,550

26,263

32,986

36,438

350,244

4

Anis Pear Tart

24,447

21,160

21,266

24,570

24,692

24,692

24,940

25,065

25,190

21,902

28,603

32,034

298,561

5

Pancake Melbel

36,327

32,163

32,324

36,509

36,691

36,691

37,059

37,244

37,431

33,267

41,782

46,155

443,642

6

Panoffee

30,105

26,379

26,511

30,256

30,407

30,407

30,712

30,865

31,020

27,294

34,900

38,801

367,656

7

Orange Passion Buttermilk

27,707

23,981

24,101

27,845

27,985

27,985

28,265

28,407

28,549

24,823

32,417

36,305

338,369

8

Angel & Demon

27,707

23,981

24,101

27,845

27,985

27,985

28,265

28,407

28,549

24,823

32,417

36,305

338,369

9

Costa Rica

25,309

21,583

21,691

25,435

25,563

25,563

25,819

25,948

26,078

22,352

29,934

33,809

309,082

244,326

245,547

279,687

281,086

281,086

283,904

285,323

286,750

252,780

322,153

357,734

3,398,671

Product

1

Choc Lava cove with strawberry

2

Jan

278,296

May

67

Forecast Sale Year 5 (2015)

Table 3.18 Forecast of the pieces of bakery in 2015. Year 2015

Product

Price

Jan

Feb

Mar

Apr

May

Jun

Jul

Aug

Sep

Oct

Nov

Dec

Total

1

Choc Lava cove with strawberry

95

493

440

442

495

498

500

503

505

508

455

563

618

6,020

2

Le Bristol Honey Toast

95

493

440

442

495

498

500

503

505

508

455

563

618

6,020

3

Blanc Manger

75

459

406

408

461

463

466

468

470

473

420

528

583

5,606

4

Anis Pear Tart

75

391

339

340

393

395

397

399

401

403

350

458

513

4,779

5

Pancake Melbel

95

459

406

408

461

463

466

468

470

473

420

528

583

5,606

6

Panoffee

85

425

372

374

427

429

431

434

436

438

385

493

548

5,193

7

Orange Passion Buttermilk

85

391

339

340

393

395

397

399

401

403

350

458

513

4,779

8

Angel & Demon

85

391

339

340

393

395

397

399

401

403

350

458

513

4,779

9

Costa Rica

85

357

305

306

359

361

363

365

366

368

316

423

477

4,365

3,859

3,386

3,403

3,878

3,898

3,917

3,937

3,956

3,976

3,503

4,469

4,965

47,147

Table 3.19 Forecast income in 2015. Year 2015

Feb

Mar

Apr

Aug

Sep

Oct

Nov

Dec

Total

46,809

41,812

42,021

47,043

47,278

47,278

47,752

47,991

48,231

43,234

53,469

58,733

571,649

Le Bristol Honey Toast

46,809

41,812

42,021

47,043

47,278

47,278

47,752

47,991

48,231

43,234

53,469

58,733

571,649

3

Blanc Manger

34,415

30,470

30,623

34,587

34,760

34,760

35,109

35,284

35,461

31,516

39,583

43,726

420,292

4

Anis Pear Tart

29,337

25,392

25,519

29,483

29,631

29,631

29,928

30,078

30,228

26,283

34,324

38,440

358,273

5

Pancake Melbel

43,592

38,596

38,789

43,810

44,029

44,029

44,471

44,693

44,917

39,920

50,138

55,386

532,370

6

Panoffee

36,126

31,655

31,813

36,307

36,488

36,488

36,854

37,038

37,223

32,753

41,880

46,561

441,187

7

Orange Passion Buttermilk

33,248

28,777

28,921

33,415

33,582

33,582

33,918

34,088

34,258

29,787

38,900

43,566

406,043

8

Angel & Demon

33,248

28,777

28,921

33,415

33,582

33,582

33,918

34,088

34,258

29,787

38,900

43,566

406,043

9

Costa Rica

30,371

25,900

26,029

30,522

30,675

30,675

30,983

31,137

31,293

26,822

35,920

40,571

370,899

293,191

294,657

335,625

337,303

337,303

340,684

342,388

344,100

303,336

386,584

429,281

4,078,405

Product

1

Choc Lava cove with strawberry

2

Jan

333,955

May

Jun

Jul

68

3.5 Marketing Expenses (Sale Incentive)

Sales promotions are on chosen festival by Cherbet House Grand opening Day and Valentine’s Day events in 2011

Figure 3.33 Vinyl

69

Figure 3.34 Brochure

Brochure -

The first year of open the café, Cherbet House provide the events to celebrate the grand opening Cherbet House and Valentine’s Day under the concept “We love Cherbet house” It is hold on February 14th, 2011.

-

The main objective of this arrangement is to promote the Cherbet House and

make the

customers attend to our business. -

On February 14th, the expenses of the customers are about 100 baht per person. This package is consists bakery drinks and photo. For the couple customers we will take 2 Polaroid’s photos, one stick at the Cherbet House board and another one give to the customers. For group and single customers will take a Polaroid’s photo, and let they choose to keep it or stick at our board.

● Cost for create Valentine’s Day event 2011 -

Valentine’s Day Vinyl Billboard

Size 3.5 x 1.2 M include service is 450 baht

70

Size 50 x 150 CM x 2 include service is 300 baht Handbill x 200 pieces include service is 1,400 baht

-

Cost for balloons, Polaroid Camera, Polaroid film and accessory is 5,360 baht.

So, the total cost for Valentine’s Day event in 2011 is 7,510 baht 1 year anniversary of Cherbe’t House and Valentine’s Day Event in 2012

Figure 3.35 Vinyl -

It approaches the second year, Cherbe’t House celebrate 1 year anniversary of Cherbe’t House and Valentine’s day, which is concept “Sweet stories at Cherbe’t House It is hold on February 14th,, 2012.

-

The main objective of this arrangement is to 1. Celebrate te 1 year anniversary and promote the Cherbe’t House and

customers

make the

attend to our business.

2. To say thank you to our customer 3. To attract the new customers 4. To attract the couple customers -

On February 14th, the expenses of the cust customers are about 115 baht per person. This package is consists bakery , drinks and photo. For the couple customers we will have activity under

71

name “Your love story at Cherbet House”, by let them take a photo to show about their love story and give us the name of photo. For 3 winners we will give the Pancake melble (95 Baht) to them, they can cook it by themselves. For group and single customers we will have activity under name “Your group story at Cherbet House”, by let them take a photo to show about their group story and give us the name of photo. For 3 winners we will give the Le Bristol honey toast (95 Baht) to them.

● Cost for create Valentine’s Day event 2012 -

Valentine’s Day Vinyl Billboard

Size 50 x 150 CM x 2 include service is 300 baht Handbill x 150 pieces include service is 1,050 baht -

Cost for bakery, balloons, Polaroid film and accessory is 2,790 baht.

So, the total cost for Valentine’s Day event in 2012 is 4,140 baht 2 year anniversary of Cherbet House and Valentine’s Day Event in 2013

Figure 3.36Vinyl

72

-

It approaches the third year, Cherbet House celebrate 2 year anniversary of Cherbet House and Valentine’s day, which is concept “Thanks for U ” It is hold on February 14th, 2013.

-

The main objective of this arrangement is to 1. Celebrate 2 year anniversary and promote the Cherbet House and make the customers impressed in our business. 2. To say thank you to our old customer. 3. To attract the new customers.

-

On February 14th, the expenses of the customers are about 138 baht per person. This package is consists bakery, drinks and photo. For the couple customers we will have activity under name “Thanks your love”, Let them draw lots who got the corrects piece they will get Bristol honey toast (95 Baht) free. For group and single customers we will have activity under name “Thanks friend”, Let them draw lots who got the corrects piece they will get Bristol honey toast (95 Baht) free, We provide 2 prizes for couple customers and 2 prizes for Group and single customers. ● Cost for create Valentine’s Day event 2013 -

Valentine’s Day Vinyl Billboard

Size 50 x 150 CM x 2 include service is 300 baht Handbill x 150 pieces include service is 1,050 baht -

Cost for bakery, balloons and accessory is 780baht.

So, the total cost for Valentine’s Day event in 2013 is 1,350 bah Remark;




Calculating Over time; our shop has 3 employees for calculate paying over time at rating 20.7 Baht per hour which paid at labor wage 166 Baht.




Fore other expense is the materials of Special Day Promotion

73

Table 3.23 Market expense Year 2011 expense

Jan

Over Time [20.75/hr.]

Feb

Mar

Apr.

May

Jun

Jul

Aug

Sept

Oct

Nov

Dec

Total

2,241

4,856

4,856

4,856

4,856

4,856

4,856

4,856

4,856

4,856

4,482

50,427

300

300

300

300

Polaroid camera

3,200

3,200

Film [Fuji]

1,560

1,560

vinyl

750

750

handbill

1,400

1,400

Total

7,510

balloon Accessory

for

decorated

2,241

4,856

4,856

4,856

4,856

4,856

4,856

4,856

4,856

4,856

4,482

57,937

Total 10,000 5,000 Total 0 Jan Feb Mar Apr. May Jun

Jul

Aug Sept Oct Nov Dec

Figure 3.37 Market expense Year 2011

74

Table 3.24 Market expense Year 2012 expense

Jan

Feb

Mar

Apr.

May

Jun

Jul

Aug

Sept

Oct

Nov

Dec

Total

Over Time [20.75]

4,482

4,669

4,856

4,856

4,856

4,856

4,856

4,856

4,856

4,856

4,856

4,482

57,337

Bakery

570

570

Balloon

300

300

Film [Fuji]

1,820

1,820

100

100

300

300

Accessories

for

decorated vinyl

1,050

handbill Total

4,482

8,809

1,050 4,856

4,856

4,856

4,856

4,856

4,856

4,856

4,856

4,856

4,482

Total 10,000 8,000 6,000 Total

4,000 2,000 0 Jan Feb Mar Apr. May Jun

Jul

Aug Sept Oct Nov Dec

Figure 3.38 Market expense Year 2012

61,477

75

Table 3.25 Market expense Year 2013 expense

Jan

Feb

Mar

Apr.

May

Jun

Jul

Aug

Sept

Oct

Nov

Dec

Total

Over Time [20.75]

4,482

4,482

4,856

4,856

4,856

4,856

4,856

4,856

4,856

4,856

4,856

4,482

57,150

Bakery

380

380

Balloon

300

300

Accessories

100

100

Vinyl

300

300

Handbill

1,050

1,050

for

decorated

Total

4,482

6,612

4,856

4,856

4,856

4,856

4,856

4,856

4,856

4,856

4,856

4,482

Total 8,000 6,000 4,000

Total

2,000 0 Jan

Feb Mar Apr. May Jun

Jul

Aug Sept Oct Nov Dec

Figure 3.40 Market expense year 2013

59,280

76

Table 3.26 Market expense

Year 2014

Expense

Jan

Feb

Mar

Apr.

May

Jun

Jul

Aug

Sept

Oct

Nov

Dec

Total

Over Time [20.75]

4,482

4,482

4,856

4,856

4,856

4,856

4,856

4,856

4,856

4,856

4,856

4,482

57,150

Bakery

570

570

Balloon

300

300

1,820

1,820

100

100

Vinyl

300

300

Handbill

1,050

1,050

Film [Fuji] Accessories

for

decorated

Total

4,482

8,622

4,856

4,856

4,856

4,856

4,856

4,856

4,856

4,856

4,856

Total 10,000 8,000 6,000 Total

4,000 2,000 0 Jan Feb Mar Apr. May Jun

Jul

Aug Sept Oct Nov Dec

Figure 3.41 Market expense Year 2014

4,482

61,290

77

Table 3.27 Market expense Year 2015 Expense

Jan

Feb

Mar

Apr.

May

Jun

Jul

Aug

Sept

Oct

Nov

Dec

Total

Over Time [20.75]

4,482

4,482

4,856

4,856

4,856

4,856

4,856

4,856

4,856

4,856

4,856

4,482

57,150

Bakery

380

380

Balloon

300

300

100

100

Vinyl

300

300

Handbill

1,050

1,050

Accessories

for

decorated

Total

4,482

6,612

4,856

4,856

4,856

4,856

4,856

4,856

4,856

4,856

4,856

4,482

Total 8,000 6,000 4,000

Total

2,000 0 Jan

Feb Mar Apr. May Jun

Jul

Aug Sept Oct Nov Dec

Figure 3.42 Market expense Year 2015

59,280

78

3.6 Conclusion in market feasibility From general environment analysis, the political still have factor effecting continuously to the last year both of the protesters and the changed of government policy. All of these are effect to the investment and many companies while doing business. But in the next year the situation of political will be better. In term of economic tend to be good by the expending of GDP in next year. In sociality analysis, value is becoming influence in social group. When starting interesting something in one group so, the other group will rapidly follow. Then when we analysis it make we know how to do the promotion, what product we should to serve in the market. Moreover, one thing which important is technology because it will facilitate when doing business that now it always changed and development so, the entrepreneur have to follow and adapt to suit with trend in order to gain the competitive advantage. We are now having 4 direct competitors in Chiang Rai who doing bakery shop. That are Work@home café, Layla, U-Ho and Le patit who located around downtown of Chiang Rai and selling similarly product as our shop. Moreover there are 2 indirect competitors like Era127 and Swensene where sale some kinds of desert like our bakery. We have analyzed product, price, place and promotion and comparable about where is sale the highest price and the testy of product, how they do the promotion and what their target group. From now on, Work@home café is very good in product but they focus the foreigner to be the target group. So it make Le Patit is the strengthen competitor for us now both of quality testy of product and price. For customer analysis, we focus on the downtown in chiang rai first by focus on life styles or behavior that he like or dislike about bakery. For competitive analysis, in Chiang Rai now there 4 competitors. It means there have high competitive also, so the company have to find the strategy which can gain the completive advantage like making differentiate from other competitors. About our target group, we divided into 4 segmentations as such University student, High School student, Tourist and Officer. In University student and High school student we classified by Behavioral segmentation who are really like to eat bakery and also have power of purchasing. But in Tourist and Officer we classified by Buyer readiness who have more of power of purchasing.

79

Our positioning is clearly as studio of enjoyable eating beautiful testy bakery. The customer can create social and using time of happiness in there. Marketing mix, we have 9 types of product which provide different styles as the customer want and creat value to the customer by get them involve by have one menu for the customer can do it themselves. About Pricing, we set on Cost base pricing and also compare with competitors and also think about the maximum rat the customer willing to pay. So, we will not have sell promotion. But tend to promote by using Pull strategy instead. In the point of Sale Forecast, we estimate base on the sampling of population who are the interviewee 200 people divided to University student 100 and School student 100.So, University student who really like to eat bakery is 28% and School student who really like is 37%. And also, the tourist target we forecast 5% base on face information and the officer who the last target group we forecast 7% base on face information too. So, the forecast sale will get totally 2,257,265 Baht in the first year and it will increase 5%, 10 %, 15%, and 20% in the next 4 years regularly. The last one in marketing expense, it will different in each year because we will focus on the special day promotion in each year. So, it depends on our each styles of promotion in each year. So, the program and the expense have showed like above which on the February month will have much of expense because it will be the grand opening of our shop and also have a valentine day too.

80

Chapter 4 Technical Feasibility Analysis

81

4.1 Production and Operation Analysis 4.1.1 Product Characteristics

In term of our bakery name as Cherbet House, we fulfill the gap of Bakery like a mixing of Bread, Fruit and Ice Cream mainly. This bakery design is influenced from Japanese and French style. The characteristic will be beautiful feature in differences of each case. We emphasize on mellow testy by the customers will get the sweetie, soft of vanilla ice cream and scented. So, All ingredients will be focused on the high quality by Bread will be soured from home made of Work@home Café shop in Ching Rai which can guarantee stiff outside and soften inside after bake . Ice Cream will be sourced from Nestle which is low cost but delicate test if compare with some brand it highly cost. Fruit is easy to find cause Chiang Rai where place of agriculture of many fruits like a Strawberry, Banana and Mango. By the way, our menu will be started from 9 menus first but we have 2 menus mainly that can identity as our shop. It is Le Bristol Honey Toast and Choc Lava cove strawberry.

82

Cherbet House offers these 9 menus as follow: 1. Le Bristol Honey Toast This is the point of our product that can identify to our shop when people think about Cherbet House. Le Bristol Honey Toast consists of bread bake with butter, vanilla ice cream, whipped cream, almond and se serves with honey. Price is 95.-Baht. Figure 4.1 Le Bristol Honey Toast

2. Choc Lava cove strawberry

The main point is Bread Chocolate with hot chocolate inside. The ingredients consist of butter, semi sweet chocolate, icing sugar, egg, and flour. Mixing its together and then bake. In the processing we focus on the time of baking and the temperature control because we have to make it unripe inside. Serve with vanilla ice cream and flash strawberry. Price is 95.-Baht. Figure 4.2 Choc Lava cove strawberries

83

3. Panoffee Chocolate pancake is the main delicious. The ingredients are semi chocolate, baking powder, egg, flour, sugar, butter, salt, baking soda. Mixing its together and fry vegetable oil, Serve with freshly sliced banana in butterscotch sauce and vanilla ice icecream. Price is 95. 95.-Baht.

Figure 4.3 Panoffee

4. Orange Passion Buttermilk

Buttermilk pancake ingredients are flour, egg, sugar, baking powder, baking soda, salt, buttermilk, unsalted butter and vanilla. Mixing all together and fry in the suitable temperature with vegetable oil. Serve with mandarin orange and passion fruit sauce. Served with vanilla ice ice-cream and whipped butter. Price is 95.-Baht.

Figure 4.4 Orange Passion Buttermilk

84

5. Angel & Demon

This is the special menu for the couple with suitable for Valentine Day. It is the Chocolate pancake. The ingredients are semi chocolate, egg, baking powder, flour, sugar, butter, salt, baking soda. Mixing all together and fry vegetable oil. oil When it is frying untill it tend to be ripe so, bover it with chocolate. Serve with Figure 4.5 Angel & Demon

fresh strawberry and homemade strawberry sauce, vanilla ice cream and whipped cream. Price is 95.-Baht. Baht.

6.Costa Rica

Coffee cake Costa Rica aroma, the look is layered. Each class will include a full Impact lee teen biscuit as a first floor. The second floor is almond biscuits. Third floor chocolate barley and the top floor is Irish cream on a Smooth create a coffee. Serve with full-flavor costa rica coffee and vanilla ice cream. Price is 95.-Baht Baht. Figure 4.6 Costa Rica

85

7. Blanc Manger This cake smells of steam in the West, Due to the combination of Coconut Mousse, Peace, peach mousse and almond Biscuit. The exterior is coated with a flake coconut and the top mold decorated with a berry and passion fruit jelly, bright colors are reviewed. Price is 85.-Baht.

Figure 4.7 Blanc Manger

8. Anis Pear Tart

The special thing is cinnamon flavor unlike other tart. So, the ingredient are egg, unsalted butter, vanila, flour, water, milk and coconut. Mixing all together and bake it with the cinnamon. Price is 85.-Baht. Baht.

Figure 4.8 Anis Pear Tar Tart

86

9. Pancake Melban

Figure 4.9 DIY of Pancake Melban This menu are provided to the customers can do it by themselves. We provide the space in front of bar. The customer can does pancake first. By frying pancake powder which we have mixing all ingredient all ready. There are 2 flavors that they can choose whi which one are chocolate and another one in buttermilk pancake flavor. Then choose the flavor of ice cream and fruit which they want. The fruit provided are banana, orange, passion, strawberry, mango and other more depending season of fruit fashion. Price is 95.-Baht.

87 4.1.2 Services Process

Figure 4.10 Service Process

Firstly, the colorfull menus with prices will be provided in front of our shop. The customer or anyone who pass through will see and may interesting for it.

Figure 4.11 Step1 customer seeing menus

88

Secondly, then when the customers come in our shop they can go directly order in front of bar or seated and waiting for the waiter come to make a suggestion or introducing the main or special menus.

Figure 4.12 Step 2 Odering

Thurtly, waiting a moment for a processing of our product.

Figure 4.13 Step3 Product Processing

Fouthly, so the customers can serve it themselve with the water and tea which provide for free inside our shop.

Figure 4.14 Step 4 Serving

89

Lastly, the customer can enjoy with their bakery and do relax whatever they want by we providing them with Internet Wi-Fi, Music, Magazines and many corner to taking photo. The customers can enjoy and getting happyness in there no matter he come alone, with friend, family and couple of lover.

Figure 4.15 Step5 Eating and Payment

90 4.1.3 Location

Figure 4.16 Cherbet House location

Address: 868 Phahonyotin road Mueng Chiang Rai 57000

91 4.1.4 Facility Layout

92

Figure 4.17 Plan of Cherbet House

Figure 4.18 Plan of Cherbet House (in the front)

Figure 4.19 Plan of Cherbet House (in the front)

93

Figure 4.20 Plan of Cherbet House (beside)

Figure 4.21 Plan of Cherbet House (interior)

94

Figure 4.22 Plan of Cherbet House (decorate)

95

4.1.5 Machine/Tools/Equipment

Image

description Max Price: 60 baht

Staple Max Price: 65 baht

Punch Machine •

Two hole punch

•

Punch size 5.70

•

Punching capacity 2.2mm

•

Punching distance 80mm

•

Punch weight 291gms

Price: 320 ba Scissors Price: 70 baht

96

Bill spit Price: 12 Baht

Pencil Price: 5 bah

Eraser Price: 3 baht

Pen Price: 5 baht

Liquid Paper Price: 50 baht

Scotch tape Price: 28 baht

97

Plug Price: 250 baht

Knife Price: 65 baht

Telephone - DTMF/DP Selectable - Flash Selectable : 100/290/630 ms - Handset Receiver Volume Selectable -Six Steps - Incoming Call Indication - Message Waiting Lamp - Redial Key - Adjustable Ring Tone Pitch - Three Positions - Adjustable Ringer Volume - Four Levels - Dynamic - Type Receiver in Handset - Electret Condenser Microphone (ECM) in Handset - Data Port for Modem / Fax - Desk / Wall Mountable - 8 One-touch / Speed dial Buttons Price: 300baht

98

Elephant Pad Model 70G 50S. Elephant Pad size A4 (210x297 mm) Model P-101 lines, standard 8 Model P-102-mmlines With standard 8-mm holes in a line Model P104 bookmarks tear open the book. Holes along the line bookmarks 70 lb White meat in a paper of 50 gsm sheet Binding with Miconet Price: 25 baht

Screen resolution at Full HD 1920x1080p. - Contrast Ratio 50,000:1. - Response Time 4 ms. - Super IPS Hard Panel LCD durable solid defense Dead Pixel. - AV Mode shortcut key to enter the mode for movies, sports, games. - Energy Saving Mode Power Saving Mode. Sound - Invisible Speaker design hidden speakers. - System SRS TruSurround XT surround sound realism. - Clear Voice II for voice conversations more clearly. Design - Stand Swivel left - right 20 degrees. - Indicator light On / Off Moving LED. Connection. - 3 x HDMI V1.3. - USB 2.0 supported image files, music, Price: 20,990 baht

99

Lantern Price: 1,500 baht

Lantern Shannon De Lia luxury The bottle is made from more than 1,000 bottles of various colors Price: 2,300 baht

Lantern Price:3,100 baht

Lantern Price:2,800 baht

Plastic glass Plastic Tumbler Clear 90z Price: 18 baht

100

Jar Express a water jug Stainless 11 cm Wide, 21.5 cm high capacity to 1.9 liters of waterto hold the handle easily. A version without opening the lid But with the lid closed so that only half the drinks M not the six-spotted Price: 414 baht

Modern Clock Price: 1,350 baht

Modern Clock Price: 1,200 baht Sofa set Price: 15,000 baht

Modern sofa 1 set Price: 35,000 baht

Sofa 1 set Color: Red Price: 30,000 baht

101

Courter Price: 10,000baht

Courter Price: 10,000baht

Mini Chair Price: 3,000baht

Bar Chair Price: 4,000baht

Bar table Price: 3,500baht

Sofa set on floor -Table made from wood Price:2,300 baht

102

Sofa set green Price: 6,000 baht

Sofa set [Modern] Price: 15,000baht

Air condition 12000 BTU 12,000 BTU Art Cool, Gold Fin Anti Corrosion, Jet Cool, Natural Wind by Chaos Swing, Full Function LCD Remote, Sleep Mode Auto Operation, Anti Bacteria Filter, Auto Restart, Neo Plasma Filter, Mirror Finish Price: 18,000 baht

Air condition 18000 BTU •

Inverter

•

R-410A Refrigerant

•

Plasma Air Purifying System

•

Self-cleaning indoor coil

•

Dehumidifying mode

•

Chaos Swing

•

Jet Cool

103

•

Auto restart

•

Cooling/heating/fan mode

•

Auto changeover

•

Manual power switch

•

Defrost control

•

Temperature display on indoor unit

•

Auto sleep mode

•

Auto restart

•

Built-in low ambient standard, down to 14 F (cooling mode)

•

24-Hour on/off timer

•

Evaporator frost control

•

Gold Fin Anti-Corrosion Price: 20,190 baht

Home Theater Home Theater LG Model: HT762TZ The 700W Champagne home cinema System sound 700 watts (RMS) - Wed singing HDMI output and functions sampling connector iPod Price: 8,900 baht

104

Tissu paper Price: 5 baht

Napkin Price: 27 baht

Liquid Soap Price: 65 baht

Doormat Price: 199 baht

Light Price: 110 baht

105

DELL Core 2 Duo Processor T6600 (2.2GHz /800MHz) 2MB 2048MB (1x2048) DDR3 320GB HDD DVD SuperMulti LAN, Intel 5100 agn, BT 14.1" WXGA LED 1.3 MP Webcam 6 cells Price: 27,900 baht

Cashier Machine Price: 2,800

WiFi Machine Price: 3,299baht

106

WiFi Machine Price: 2,990baht

Bathroom WC C-6532 Tennessee White Hinkle Brand: COTTO Category toilet bowl Color: White Code: 103439 Price 4,200 baht

Round glass bowl (complete set) BGS-002 white Brand JSK Category placed on the counter Color: White Code 99313 Price: 1,100

Shower spray head, pay + line PM605 # WH (HM) and white. Brand PREMA. Category hose set pay Color: White. Code 98428 Price: 200

107

Shower Set 1 set of system B-3396D-I / C chromium

Brand LUZERN. Category suite shower light. Color chrome Code 99957 Price: 300

MR014SL 60X45 cm glass shape curve

Brand SCANDECO. Category flat glass Code 99226 Price: 600

108 4.1.6 Logistics Management

Logistics management is that part of the supply chain which plans, implements and controls the efficient, effective forward and reverse flow and storage of goods, services and related information between the point of origin and the point of consumption in order to meet customer & legal requirements. A professional working in the field of logistics management iis called a logistician.

Figure 4.23 Supply Chain Flow According to the flow above, Cherbet House Supply chain is standing at Manufacturing stage. We get the main raw materials from the supplier, then produced and sale directly to the customer by cutting utting off the distribution and retailer stage. Our shop is sale fresh product day by day. So, we have to manage well with our supplier. And also make sure that the raw materials are run through the flow of quality management. The two important raw materials als are Bread and Ice cream. Bread, we supply from Work @ home café, 545 Rattanakat Road, Muang, Chiang Rai 57000, which they tried to source home made bakery for us. The bread is sold at 70 B. / roll.

109

Ice Cream, we supply from Nestle which are lower cost but high quality and delicious of product. The cost is 279B/ 3.5 kk. In term of transportation, we produce product day by day and by the customer order to make. The products that have long term life like almond, flour, sugar, salt etc., we will stock it aand purchase by bulk products. It will reduce cost of our transportation. But however, we have to check and manage stock every day. For fruits, we have to buy day by day because we have to use high fresh fruit to delivery the high value to the customers. Forr the supplier about Bread and Ice cream, we order 1 time per weak. For the bread, we have to buy and transport it by ourselves. But Nestle Ice cream, there already has a transportation delivery to our shop because they completely have the transporters. Thee last ones are cake which we order form Ban Krang Wiang bakery that ordering day by day. So, This here is an our flow of Supply Chain.

Figure 4.24 Supply Chain flow of Cherbet House

110

4.1.7 Facility Management

Chertbat House has the facility management both providing the convenience for the customers and protection our owe shop. Our shop has both general facility management and identity our shop facility management following;

Wi-Fi service Our shop that is provides the Wi Wi-Fi in order to enjoy life and convenient for the customer. Nowadays the Internet wirelessly that is becoming increasingly popular in many places because of the comfortable and affordable. Including PC notebook in the current system

wi-fi

installed nstalled then

it

has popular and good

services of buildings,

some places may charge or let free in the case of a customer's location. Life enjoy with Wi Wi-fi by Matrix Network Wi-Fi Fi internet and experience the unlimited online freedom with Wi Wi-Fi highspeed internet , now customer can enjoy sending and receiving E E-mail, mail, downloading data and information or liaising with their business partner more rapidly and conveniently anywhere anytime with 20-100 100 times faster than typical wireless internet. Wi Wi-Fi Fi by Matrix offers the maximum sending and receiving signals of 6 Mbps and 1 Mbps respectively per one Wi Wi-Fi account. Studio Zone The studio zone that is identify of our shop facility management. Our shop is offer the studio zones for customers enjoy to take a photo. Moreover when customers took a photo then they upload the photo on public that is help to promote our shop.

Air-condition processing condition processing will be done by the company that we will buy air air-condition Ari-condition because price of air-condition condition processing already. So our shop provides air air-condition about 5 machines that can separate 4 machines is 18,000btu and 1 ma machine chine is 12,000btu.

111

Electricity Electricity will be plan by us but we will hire electrician to do the processing of electricity of electricity follow our plan but we select characteristic of lamp or light for decorate our shop.

True Vision Our shop provides the television for the customers that is True Vision that we choose to set up in our shop is knowledge package which has 56 channels. The true vision staffs will set up equipment that relate with true vision signal within our shop by them. (truepartner 2011)

112 4.1.8 Machine/Tools/Equipment

Bakery Equipment

Image

Description

FAGOR electric Oven: Version 5H-103 X1 Price: 11,500 Baht. Detail: - Can cook, 4 categories. - There are the Rotary Timer with alarms when to finish. - Easy to clean by 'Top Slide Enamel' - 2 layers thick glass doors for thermal resistance. - There are the system cooling fans. - cooking area 51 liter capacity. -Temperature from 50 to 250 degrees Celsius. - Total power 700 w. - Size oven, wide 592 x deep 529 x high 595 mm.

113

SANYO Freezer SCR-T100GTH (Curve glass) Price: 16,990 Baht Detail: - Size 9 Q. -Imported from Italy, glass slide, there is a bare margin to see the product better. - Tempered glass coating on Hard Low-E thermal resistance from outside 20 % - There is POP lighting for Ad. (Supplement equipment)

- Frosty on temperature -18 to -25 degree Celsius. - Thermal insulation on Cyclopentane (not CFC 100%) -RoHs restriction - Hanging basket inside the cabinet 2 pieces and highest 4 pieces standard. - There is a lighting system (220-240 V., 5060 Hertz.) -Size of Freezer wide 1000 x deep 650 x high 890 mm. - Inside wide 875 x deep 525 x high 450 / 500 mm.

114

Refrigerator Cake Price: 38,000 Baht. Detail: - Size 79 x 70 x 135 cm. -Curve glass 8 mm. for thick and the clear glass 10 mm. for thick. The front of glass has the blowing hot vents for prevent condensation. - 2 Sliding rear glass prevent condenasion. - Cooling and water evaporative system to vaporization with automatic. - With digital control system and show the temperature on number, high accuracy and there is a light system. - The inside glass can be adjusted as needed.

Electric frying pan HOUSE WORTH HW-2131P Price: 590 Baht. Detail: Can cook many type such as grill, fired. -The pan coated by Teflon -Shape modern -Power 700 w.

115

Scooping ice-cream (push ice-cream) Price: 235 Baht. Detail: - Diameter 5.5 cm. -There is a pressure ice-cream - using the spring mechanism for induced pressur ice-cream

Spoon ice-cream (Twinrats) Price: 94 Baht per dozen Detail – Thick 0.6 mm. -long 5 Inches.

Fork “ Chimera” (for dip fruit)

Price: 15 Baht. Detail: - Produced from stainless 18/10 thick 2.0 mm. -There are a durable for long time.

116

Knife peel fruit. Price: 64 Baht. Detail: - small size and lightweight. -Sharp and nip. -Produced from stainless special grade SUS 420J2. -The structure of knife is a single layer handle to tip. - Knife sharpening system by Taper Grind Blode is characterized by V, it results to easy sharpening. - The handle is firm and durable.

The clamp Price: 40 Baht Detail: -Produced by stainless 5 holes (long) -Size of leaf’s clamp, there are wide 3.2 cm., long 22 cm.

Plate Price: 10 Baht per piece Detail: - Share into 4 square plates -White colour (Stone ware)

117

Whipping-cream machine (MOSA) Price: 2,100 Baht. Detail: - Size 0.50 liter. -high quality, there are the chemical coating for protect the spoiled milk remain. - Squeeze head is a solid plastic. -Plastic flower squeeze have 2 types, flower bud and tulips. -Plastic gas. - The plastic cork closing for guard the gas and needle puncture is corrosion.

Gas for Whipping-cream machine (MOSA) Price: 180 Baht per box. Detail: -There is a Food and drug Administration standards. -All tubes packed weight.

118

The Bakery cover and rectangular tray. Prce: 245 Baht. Detail: -Plastic tray cover + plastic tray -Size tray 30 x 40 cm. high of cover 10 cm.

Jars Price: 245 Baht. Detail: - use for the milk, honey or syrup. -Capacity 2 Oz. -Produced from high quality of stainless and thick. -Size long 13 x high 15 x wide 5 cm.

119

Cake Cutter(Pack in dozen) Reangwa Price: 55 Baht.

Detail: -Plastic cake cutter, suitable to come with decorated cake.

-Size 6.5 inches at the cutting blade, handle with 4.5 inches. -Sell in a pack of dozen. This price is a dozen prices.

Bakery equipment

No 1 2 3 4

Description FAGOR electric Oven SANYO Freezer SCR-T100GTH Refrigerator Cake Electric frying pan HOUSE WORTH HW-2131

5 6 7 8 9 10 11 12 13 14 15

Scooping ice-cream Spoon ice-cream Fork Knife peel fruit The clamp Plate Whipping-cream machine Gas for Whipping-cream machine The Bakery cover and rectangular tray Jars Tray Total

No. Product 1 1 1 1

Price/Unit 11,500 16,990 38,000 590

Total 11,500 16,990 38,000 590

4 60 60 3 3 100 1 1 3 15 4

235 94 15 64 40 10 2,100 180 245 245 136

940 5,640 900 192 120 1,000 2,100 180 735 3,675 544

258

70,444

83,106

120

4.2 Cost of investment 4.2.1 Pre-Operating cost

Billboard of company

Figure 4.25 Example of company’s billboard

Billboard of Company order from the (HAVANA MADE SHOP in 86 Sri saimool Tambol Wiang Muang Chiangrai 57000 Tell. 0865877239. Type of billboard is fiber and the color is pink and brown. The size of billboard is 2830 square centimeter (60 diameter 60 Centimeter ) and the background is white. The billboard is planted by the light. So the price is 6, 5000 include service. Billboard tax Because Cherbet House use Billboard to commerce so we have to pay for tax as regulation. The billboard is circle with diameter 60 Centimeter so the size is 2830 square centimeter from 3.1415 * 30* 30 include picture and English front. Calculate the billboard tax. For the billboard with all English front rate is 40 Baht/ 500 square centimeter. So the tax is 2830 / 500  6 * 40 = 240 Baht and pay at finance of Chiang rai municipality 59 Uttrakit Road Tambol Wiang Muang Chiangrai 57000 Tell.053- 711333.

121

Document for paying tax 1)

ID card

2)

Copy of census

3)

Register of value added tax

4)

Certificate of company

5)

Slip from plate shop

Stamp of company

Figure 4.26 Stamp of Cherbet House Stamp is very important to juristic Person of Cherbet House Company Limited in registration requisition document for Company Limited registration and present to Department of Business Development in Chiangrai province. Stamp order from Phong Phong-Trayang Trayang shop, The address is 156/20 Ratchasak Bamrungmuang road Tambol Samranrajh Pranakorn Distric Bangkok 10200 Tell 02-2220379. 2220379. The website is http://www.phong http://www.phong-trayang.com trayang.com . The size siz of stamp is 4 x 4 centimeter, the price of first piece is 150 Baht and second one is 100 Baht and Ems 50 Baht Total price is 300 Baht.

122

Registration Juristic Person Registration -

Company Limited Registration

Submit the name’s company is Cherbet House for determine not same as the name reserved other company. List of the document and information are used below: 1. Registration document request for the new establish enterprise (50 Baht) 2. A copy of an entrepreneur identification card 3. A copy of an entrepreneur address 4. Proxy letter (if there is) 5. Name and address of a proxy identification card 6. Stamp of Company

Description for investment

Company is located at 868 Pahonyotin Road Muang Distric 57000 The capital investment is 1,200,000 Baht No. of stock is 100 and the value is 12,000 per stock.

Shareholder as follow 1. Miss Churemart Tibkaow 22 years old, Thai Natioanlity Address 245 Moo7 Tambol Nanglae Muang Distric Chiangrai 57100 Capital investment 240,000 Baht 20 percent and hold 20 stock 2. Miss Wanwisa Sanboonrat 22 years old, Thai Nationality Address 44 Moo1 Tambol Nongdone Muang Distric Saraburi 18000

123

Capital investment 240,000 Baht 20 percent and hold 20 stock 3. Miss Artitaya Ruenroung 22 years old, Thai Nationality Address 9 Moo8 Tambol Praputtabath Praputtabath Distric Saraburi 18120 Capital investment 240,000 Baht 20 percent and hold 20 stock 4. Miss Supansa Donlao 22 years old, Thai Nationality Address 19 Moo12 Tambol Bandoo Muang Distric Chiangrai 57100 Capital investment 240,000 Baht 20 percent and hold 20 stock 5. Miss Sakuna Chitnoi 21 years old, Thai nationality Address 129/2 Moo2 Tambol Natom Muang Distric Phattalung 93000 Capital investment 240,000 Baht 20 percent and hold 20 stock

The total capital investment is 1,200,000 Baht. No. of stock is 100 and the value is 12,000 per stock. So we have to borrow full amount of this money and give the interest rate 6% and repayment within 5 years.

Benefit from investment Benefit in this investment from hold stock of Cherbet House. The benefit is from the profit of Cherbet House. The shareholder divided 100 percent by 5 is 20 percent and give this benefit to shareholder. Objective Establish Cherbet House to manage and serve the product to customers in Bakery business at 868 Pahonyotin Road Muang Distric 57000.

124

Sign’s name of shareholder Miss Churemart

Tibkaow

Miss Wanwisa

Sanboonrat

Miss Artitaya

Ruenroung

Miss Supansa

Donlao

Miss Sakuna

Chitnoi

Cherbet House must pay the total of Company Registration fee about

Table 4.2 Cost of in vestment

No

Descript

No. of

Price

Total

product 1

Billboard

1

6,500

6,500

2

Billboard tax

1

240

240

3

Stamp

2

150 and 100

300

4

Company Limited Registration

1

6,055

55

Total

13,095

125

Cost of transparent mirror

The mirror of living and reception zone 10*3.5 =35 square meter 4*3.50=14 square meter 3*3.50=10.5 square meter Total 59.5  60 square meter Area of living and reception zone by mirror is 60 square meter with 1 door. Total cost 96,000 2

Air conditioner setting cost Free Because of the promotion of the air condition shop, they will set up free if buy the Air condition from them.

126

Cost of Decoration - Tile Material and wage fee Reception zone floor, area 4*12 meter = 48 square meter

Use Laminate Material fee 550 " per square meter Wage

150 " per square meter

Total

700 " per square meter

Total

700*48 square meter = 33,600 "

Living zone floor, area 10*4 meter = 40.00 square meter.

127

Use Granito (60*60 centimeter) Material fee 250 " per square meter Wage

150 " per square meter

Total

400 " per square meter

Total

400* 40 square meter = 16,000 "

Studio zone floor, area 5*4 meter = 20 square meter

Use polished concrete Material fee 120 " per square meter Wage

70 " per square meter

Total

190 " per square meter

Total

190* 20 square meter = 3,800 "

128

Out door floor, area 1.5*4= 6 square meter

Use hardwood1*2.54 Centimeter and paint with dye Material fee 470 " per square meter Wage

250 " per square meter

Total

750 " per square meter

Total

750*6 square meter = 4,350 "

Out door floor, area 1.50*4 = 6 square meter doorway)

129

Use tile 0.4*0.4) Material fee 250 " per square meter 150 " per square meter

Wage Total

400 " per square meter

Total

2,400 "

Studio zone room wall 10*2.50= 25 square meter 4 *4 = 16 square meter Hired to paint and printing 41 square meter. Total is 12,000 2

Interior decoration

Hired to bamboo partition, paint wage. Total 5,000 "

Adjust toilet floor and wall

Total 12,000 square meter 600 " per square meter Total 12,000*600=7,200 "

130

The roof in front of the shop

Polycarbonate shop, steel frame, area 8*1.25 = 12 square meter 2,000 " per square meter Total 12*2000=24,000 " The garden near the shop

Hired with wood groove, flowerer and gardener 3,500 "

131

Figure 4.3 Cost of Decoration

No

Descript

No. of

Price

Total

product 1

Tile + service

60,150

2

Wall

12,00

3

interior decoration

5,000

4

Toilet

72,000

5

Roof

24,000

6

Garden

3,500

Total

165,850

4.3 Investment Cost 4.3.1 Equipment and tool

Table 4.4 Total of office element No

Description

No. Product

Price/Unit

Total

1

Telephone

1

300

300

2

Television

1

20,990

20,990

3

Lantern

1

2,300

2,300

4

Lantern

3

1,500

4,500

5

Lantern

4

3,100

12,400

132 6

Lantern

1

2,800

2,800

7

Sofa set red

3

30,000

90,000

8

Courter

2

10,000

20,000

9

Sofa set yellow

2

15,000

30,000

10

Modern sofa yellow

1

35,000

35,000

11

Bar table

1

3,500

3,500

12

Bar Chair

4

4,000

16,000

13

Mini Chair

3

3,000

9,000

14

Sofa set on floor

1

2,300

2,300

15

Sofa set green

2

6,000

12,000

16

Sofa set [Modern]

2

15,000

30,000

17

Air condiyion 18000 BTU

4

20,190

80,760

18

Air condiyion 12000 BTU

1

18,000

18,000

19

Hometeater

1

8,900

8,900

20

Computer Notebook DEL

1

27,900

27,900

21

Cashier Machine

1

2,800

2,800

22

Option for TRUE VISION

1

2,990

2,990

23

Wifi Machine

1

3,299

3,299

Total

435,739

133

Table 4.5 Total of bathroom equipment

No

Description

No. Product

Price/Unit

Total

1

Injection Line

2

200

400

2

Shower Bath

2

300

600

3

Basin

2

1,100

2,200

4

Mirror

2

600

1,200

5

Flush Toilet

2

4,200

8,400

Total

12,800

134

4.3.2 Depreciation

Administration Cost Depreciation 2011

Description

Telephone

Price

300

Year

5

Depreciation

60

Jan

Feb

Mar

5

Apr

5 5

Television

20,990

10

2,099

174.92

May

174.92

Jun

5

Jul

5

Aug

5

Sep

5

Oct

5

Nov

174.92

174.92

174.92

174.92

174.92

174.92

Accu. Depreciation

5

5 174.92

Dec

174.92

5

5

174.92

174.92

60

2,099 Lantern

2,300

10

230

19.17

19.17

19.17

19.17

19.17

19.17

19.17

19.17

19.17

19.17

19.17

19.17 230

Lantern

4,500

10

450

37.50

37.50 37.50

Lantern

12,400

10

1,240

103.33

103.33 103.33

Lantern

2,800

10

280

23.33

90,000

10

9,000

20,000

20

1,000

30,000

10

3,000

35,000

10

3,500

3,500

5

700

700

250

291.67

700

37.50

103.33

103.33

103.33

103.33

23.33

23.33

23.33

23.33

750

750

750

750

83.33

83.33

83.33

83.33

250

250

250

250

291.67

291.67

291.67

291.67

291.67

700

700

700

700

700

700

37.50

450

103.33

103.33

1,240

23.33

23.33

280

750

750

9,000

83.33

83.33

1,000

250

250

3,000

291.67

291.67

3,500

700

700

23.33

750

83.33

250

291.67

291.67 700

37.50 103.33

250

291.67 Bar table

83.33

250

291.67

37.50

83.33

250 Modern sofa yellow

750

83.33

250

37.50

750

83.33 Sofa set yellow

23.33

750

83.33

37.50

23.33

750 Courter

103.33

23.33

750

37.50

103.33

23.33 Sofa set red

37.50 37.50

700

700 Bar Chair

16,000

10

1,600

133.33

133.33 133.33

Mini Chair

9,000

10

900

75

75 75

Sofa set on floor

2,300

5

460

38.33

12,000

5

2,400

30,000

10

3,000

80,760

5

16,152

18,000

5

3,600

8,900

5

1,780

148.3333

1,346

300

148.333

133.33

75

75

75

75

38.33

38.33

38.33

38.33

200

200

200

200

250

250

250

250

1,346

1,346

1,346

1,346

300

300

300

300

300

148.333

148.333

148.333

148.333

148.333

148.333

133.33

1,600

75

75

900

38.33

38.33

460

200

200

2,400

250

250

3,000

1,346

1,346

16,152

300

300

3,600

148.333

148.333

38.33

200

250

1,346

300

300 148.333

133.33 75

1,346

300 Hometeater

250

1,346

300

133.33

250

1,346 Air condiyion 12000 BTU

200

250

1,346

133.33

200

250 Air condiyion 18000 BTU

38.33

200

250

133.33

38.33

200 Sofa set [Modern]

75

38.33

200

133.33

75

38.33 Sofa set green

133.33 133.33

148.333

1,780

135 Computer Notebook DEL Cashier Machine

27,900

5

5,580

465

465

465

465

465

465

465

465

465

465

465

465

2,800

3

933.3333333

77.77778

77.7778

77.7778

77.7778

77.7778

77.7778

77.7778

77.7778

77.7778

77.7778

77.7778

77.7778

Apr

May

5580 933.3333333

Depreciation 2012

Description

Price

Telephone

Year

Depreciation

5 240

Television

174.92

10

10

10

20

10

10

5

700

10

5

5

10

5

5

174.92

174.92

174.92

174.92

174.92

174.92

174.92

174.92

174.92

174.92

174.92

120

19.17

19.17

19.17

19.17

19.17

19.17

19.17

19.17

19.17

19.17

19.17

37.50

37.50

37.50

37.50

37.50

37.50

37.50

37.50

37.50

37.50

37.50

900

103.33

103.33

103.33

103.33

103.33

103.33

103.33

103.33

103.33

103.33

103.33

23.33

23.33

23.33

23.33

23.33

23.33

23.33

23.33

23.33

23.33

23.33

750

750

750

750

750

750

750

750

750

750

750

83.33

83.33

83.33

83.33

83.33

83.33

83.33

83.33

83.33

83.33

83.33

2,000

250

250

250

250

250

250

250

250

250

250

250

6,000

291.67

291.67

291.67

291.67

291.67

291.67

291.67

291.67

291.67

291.67

291.67

7,000

700

700

700

700

700

700

700

700

700

700

700

2,480

560

18,000

133.33

133.33

133.33

133.33

133.33

133.33

133.33

133.33

133.33

133.33

133.33

3,200

75

75

75

75

75

75

75

75

75

75

75

1,800

38.33

38.33

38.33

38.33

38.33

38.33

38.33

38.33

38.33

38.33

38.33

200

200

200

200

200

200

200

200

200

200

200

4,800

250

250

250

250

250

250

250

250

250

250

250

6,000

1,346

1,346

1,346

1,346

1,346

1,346

1,346

1,346

1,346

1,346

1,346

300

300

300

300

300

300

300

300

300

300

300

148.333

148.333

148.333

148.333

148.333

148.333

148.333

148.333

148.333

148.333

148.333

920

250 3,000

5

1,346 16,152

5

32,304

300 3,600

5 7,120

5

200 2,400

27,000

Hometeater

5

38.33 460

9,600

14,400

5

75 900

1,840

Air condiyion 12000 BTU

5

133.33

10

64,608

5

1,400

1,600

8,100

Air condiyion 18000 BTU

5

700

14,400

Sofa set [Modern]

5

291.67 3,500

2,800

Sofa set green

5

250 3,000

31,500

Sofa set on floor

5

83.33 1,000

27,000

Mini Chair

Accu. Depreciation

750 9,000

19,000

Bar Chair

Dec

23.33 280

81,000

Bar table

Nov

103.33 1,240

2,520

Modern sofa yellow

Oct

37.50

10

Sofa set yellow

Sep

460

450

11,160

Courter

Aug

4,198 19.17

10

Sofa set red

Jul

230

4,050

Lantern

Jun

2,099

2,070

Lantern

Mar

5

10

Lantern

Feb

60

18,891 Lantern

Jan

148.3333 1,780

7,200

3,560

136 Computer Notebook DEL

5 27,900

Cashier Machine

465

465

465

465

465

465

465

465

465

465

465

465

5,580 3

933.3333333

2,800

Depreciation 2013

11,160 77.77778

77.7778

77.7778

77.7778

77.7778

77.7778

77.7778

77.7778

77.7778

77.7778

77.7778

77.7778

1866.666667

137 Description

Price

Telephone

Year

Depreciation

5 60 10

174.92

16,792 Lantern

10

10

10

20

10

10

5

700

10

5

5

10

5

37.50

37.50

37.50

103.33

103.33

103.33

103.33

Nov

174.92

Dec

5 5

5

5

5

174.92

174.92

174.92

174.92

19.17

19.17

19.17

19.17

19.17

Accu. Depreciation 5 180

174.92

19.17

23.33

23.33

23.33

23.33

750

750

750

750

83.33

83.33

83.33

83.33

250

250

250

250

291.67

291.67

291.67

291.67

700

700

700

700

37.50 37.50

37.50

37.50

37.50

103.33

103.33

103.33

103.33

23.33

23.33

23.33

23.33

750

750

750

750

83.33

83.33

83.33

83.33

250

250

250

250

291.67

291.67

291.67

291.67

700

700

700

700

103.33

174.92

19.17

23.33 840

750

83.33

750 27,000

83.33

250

83.33 3,000

250

291.67

700

103.33 3,720

23.33

750

37.50 1,350

103.33

23.33

250 9,000

291.67

133.33 133.33

133.33

133.33

133.33

75

75

75

75

291.67 10,500

700

38.33

38.33

38.33

38.33

200

200

200

200

250

250

250

250

1,346

1,346

1,346

1,346

300

300

300

300

148.3333

148.333

148.333

148.333

148.333

133.33 133.33

133.33

133.33

133.33

700

75

75

75

75

38.33

38.33

38.33

38.33

200

200

200

200

250

250

250

250

1,346

1,346

1,346

1,346

300

300

300

300

148.333

148.333

148.333

148.333

75

38.33

75 2,700

38.33

200

38.33 1,380

200

250

200 7,200

250

1,346

250 9,000

1,346

300

148.333

133.33 4,800

75

300 3,600

5

1,346 48,456

300

300 10,800

148.333

148.333

1,780 5

27,900

Cashier Machine

Oct

37.50 37.50

1,346 16,152

5,340 Computer Notebook DEL

19.17

250 3,000

5

Hometeater

19.17

200 2,400

24,000

10,800

19.17

38.33 460

7,200

Air condiyion 12000 BTU

19.17

75 900

1,380

48,456

174.92

133.33

10

Air condiyion 18000 BTU

Sep

2,100

1,600

7,200

Sofa set [Modern]

Aug

700

12,800

Sofa set green

174.92

291.67 3,500

2,100

Sofa set on floor

174.92

250 3,000

28,000

Mini Chair

174.92

83.33 1,000

24,000

Bar Chair

5

750 9,000

18,000

Bar table

5

23.33 280

72,000

Modern sofa yellow

5

103.33 1,240

2,240

Sofa set yellow

Jul

5 5

37.50

10

Courter

Jun

690

450

9,920

Sofa set red

May

6,297 19.17

10

Lantern

Apr

230

3,600 Lantern

Mar

2,099

1,840 Lantern

Feb

5

180 Television

Jan

5,340 465

465

465

465

465

465

465

465

465

465

465

465

5,580 3

933.3333333

16,740 77.77778

77.7778

77.7778

77.7778

Jan

Feb

Mar

Apr

77.7778

77.7778

77.7778

77.7778

77.7778

77.7778

Aug

Sep

Oct

77.7778

77.7778

Nov

Dec

2800

2,800

Depreciation 2014

Description

Price

Year

Depreciation

May

Jun

Jul

Accu. Depreciation

138 Telephone

5

5

120 Television

60 10

174.92

14,693 Lantern

10

10

10

20

10

10

5

700

10

5

5

10

174.92

174.92

19.17

19.17

19.17

19.17

19.17

19.17

19.17

19.17

19.17

19.17

174.92

19.17

37.50 37.50

37.50

37.50

37.50

37.50

37.50

37.50

37.50

37.50

37.50

103.33

103.33

103.33

103.33

103.33

103.33

103.33

103.33

103.33

103.33

23.33

23.33

23.33

23.33

23.33

23.33

23.33

23.33

23.33

23.33

750

750

750

750

750

750

750

750

750

750

83.33

83.33

83.33

83.33

83.33

83.33

83.33

83.33

83.33

83.33

250

250

250

250

250

250

250

250

250

250

291.67

291.67

291.67

291.67

291.67

291.67

291.67

291.67

291.67

291.67

700

700

700

700

700

700

700

700

700

700

1,800 103.33 4,960 23.33 1,120 750 36,000 83.33 4,000 250 12,000 291.67 14,000 700

133.33 133.33

133.33

133.33

133.33

133.33

133.33

133.33

133.33

133.33

133.33

75

75

75

75

75

75

75

75

75

75

38.33

38.33

38.33

38.33

38.33

38.33

38.33

38.33

38.33

38.33

200

200

200

200

200

200

200

200

200

200

250

250

250

250

250

250

250

250

250

250

5

1,346

1,346

1,346

1,346

1,346

1,346

1,346

1,346

1,346

1,346

5 3,600

300

300

300

300

300

300

300

300

300

300

5

148.3333

3,560

148.333

148.333

148.333

148.333

148.333

148.333

148.333

148.333

148.333

148.333

1,840 200 9,600 250 12,000 1,346

300

7,200

3,600 38.33

1,346 16,152

6,400 75

250 3,000

32,304

64,608 300 14,400 148.333

1,780 5

7,120 465

27,900 Cashier Machine

174.92

200 2,400

21,000

Computer Notebook DEL

174.92

38.33 460

4,800

Hometeater

174.92

75 900

920

Air condiyion 12000 BTU

174.92

133.33

10

Air condiyion 18000 BTU

174.92

2,800

1,600

6,300

Sofa set [Modern]

174.92

240

700

11,200

Sofa set green

174.92

291.67 3,500

1,400

Sofa set on floor

174.92

250 3,000

24,500

Mini Chair

5

83.33 1,000

21,000

Bar Chair

5

750 9,000

17,000

Bar table

5

23.33 280

63,000

Modern sofa yellow

5

103.33 1,240

1,960

Sofa set yellow

5

37.50

10

Courter

5

920

450

8,680

Sofa set red

5

8,396 19.17

10

Lantern

5

230

3,150 Lantern

5

2,099

1,610 Lantern

5 5

465

465

465

465

465

465

465

465

465

465

465

5,580 3

933.3333333

22,320 77.77778

77.7778

77.7778

77.7778

77.7778

77.7778

77.7778

77.7778

77.7778

77.7778

77.7778

77.7778

0

Dec

Accu. Depreciation

2,800

Depreciation 2015

Description

Price

Year

Depreciation

Jan

Feb

Mar

Apr

May

Jun

Jul

Aug

Sep

Oct

Nov

139 Telephone

5

5

60 Television

60 10

174.92

12,594 Lantern

10

174.92

174.92

174.92

174.92

19.17

19.17

19.17

19.17

19.17

19.17

19.17

19.17

19.17

19.17

19.17

37.50

37.50

37.50

37.50

37.50

37.50

37.50

37.50

37.50

37.50

37.50

2,250

103.33

103.33

103.33

103.33

103.33

103.33

103.33

103.33

103.33

103.33

103.33

6,200

23.33

23.33

23.33

23.33

23.33

23.33

23.33

23.33

23.33

23.33

23.33

1,400

750

750

750

750

750

750

750

750

750

750

750

83.33

83.33

83.33

83.33

83.33

83.33

83.33

83.33

83.33

83.33

83.33

250

250

250

250

250

250

250

250

250

250

250

15,000

291.67

291.67

291.67

291.67

291.67

291.67

291.67

291.67

291.67

291.67

291.67

17,500

700

700

700

700

700

700

700

700

700

700

700

700 700

10

5,000

3,500

1,600 10

133.33

133.33

133.33

133.33

133.33

133.33

133.33

133.33

133.33

133.33

133.33

8,000

75

75

75

75

75

75

75

75

75

75

75

4,500

38.33

38.33

38.33

38.33

38.33

38.33

38.33

38.33

38.33

38.33

38.33

2,300

200

200

200

200

200

200

200

200

200

200

200

12,000

250

250

250

250

250

250

250

250

250

250

250

15,000

1,346

1,346

1,346

1,346

1,346

1,346

1,346

1,346

1,346

1,346

1,346

80,760

300

300

300

300

300

300

300

300

300

300

300

18,000

148.333

148.333

148.333

148.333

148.333

148.333

148.333

148.333

148.333

148.333

148.333

75

5,400

900 5

38.33

460

460 5

200

2,400

2,400 10

250

18,000

3,000 5

1,346

16,152

16,152 5

300

3,600

3,600 5

148.3333

1,780

1,780 5

8,900 465

27,900

465

465

465

465

465

465

465

465

465

465

465

5,580 3

45,000

133.33

9,600

Cashier Machine

174.92

291.67

5

Computer Notebook DEL

174.92

1,150

3,500

700

Hometeater

174.92

250

10

Air condiyion 12000 BTU

174.92

3,000

21,000

Air condiyion 18000 BTU

174.92

83.33

10

Sofa set [Modern]

174.92

1,000

18,000

Sofa set green

174.92

300

750

20

Sofa set on floor

5

9,000

16,000

Mini Chair

5

23.33

10

Bar Chair

5

280

54,000

Bar table

5

103.33

10

Modern sofa yellow

5

10,495

1,240

1,680

Sofa set yellow

5

37.50

10

Courter

5

450

7,440

Sofa set red

5

19.17

10

Lantern

5

230

2,700 Lantern

5

2,099

1,380 Lantern

5

27,900

933.3333333

77.77778

77.7778

77.7778

77.7778

77.7778

77.7778

77.7778

77.7778

77.7778

77.7778

77.7778

77.7778

0

2,800

Operating Cost Depreciation 2011 Description

Price

Year

Depreciation

Jan

Feb

Mar

Apr

May

Jun

Jul

Aug

Sep

Oct

Nov

Dec

Accu. Depreciation

140 FAGOR electric Oven

SANYO Freezer SCR-T100GTH

Refrigerator Cake

11,500

16,990

38,000

5

2,300

5

192

3,398

5

2,300 192

192

192

192

192

192

192

192

192

192

192

283

283

283

283

283

283

283

283

283

283

283

633

633

633

633

633

633

633

633

633

633

633

283

7,600

3,398

633

7,600

Depreciation 2012 Description

Price

Year

Depreciation

5

FAGOR electric Oven

Jan

Feb

192

192

192

192

5

283

283

283

633

633

Jan

Feb

2,300

192

192

192

192

3,398

283

283

283

7,600

633

633

633

May

Jun

Jul

192

192

192

283

283

283

633

633

633

Mar

Apr

May

Aug

Sep

Oct

Nov

Dec

Accu. Depreciation

192

192

192

192

192

4,600

283

283

283

283

283

283

6,796

633

633

633

633

633

633

633

15,200

Jun

Jul

Aug

Sep

Oct

192

192

192

192

192

192

192

192

6,900

283

283

283

283

283

283

283

283

283

10,194

633

633

633

633

633

633

633

633

633

22,800

Jun

Jul

Sep

Oct

3,398

16,990 5

Refrigerator Cake

Apr

2,300

11,500 SANYO Freezer SCRT100GTH

Mar

7,600

38,000

Depreciation 2013 Description

Price

Year

Nov

Dec

Accu. Depreciation

5

FAGOR electric Oven 11,500 SANYO Freezer SCRT100GTH

Depreciation

5 16,990 5

Refrigerator Cake 38,000

Depreciation 2014 Description

Price

Year

Jan

Feb

Mar

Apr

May

Aug

Nov

Dec

Accu. Depreciation

2,300

192

192

192

192

192

192

192

192

192

192

192

192

9,200

3,398

283

283

283

283

283

283

283

283

283

283

283

283

13,592

7,600

633

633

633

633

633

633

633

633

633

633

633

633

30,400

Nov

Dec

5

FAGOR electric Oven 11,500 SANYO Freezer SCRT100GTH

Depreciation

5 16,990 5

Refrigerator Cake 38,000

Depreciation 2015 Description

Price

Year

Depreciation

Jan

Feb

Mar

Apr

May

Jun

Jul

Aug

Sep

Oct

Accu. Depreciation

141 5

FAGOR electric Oven 11,500 SANYO Freezer SCRT100GTH

2,300

192

192

192

192

192

192

192

192

192

192

192

192

11,500

3,398

283

283

283

283

283

283

283

283

283

283

283

283

16,990

7,600

633

633

633

633

633

633

633

633

633

633

633

633

38,000

5 16,990 5

Refrigerator Cake 38,000

4.4Management Analysis

4.4.1 Organization Management

Cherbet House has to managing the organization by register Cherbet House to company limited. We have to communicate with Register Partnership Department, which is located in Office of Commercial Affairs Chiang Rai to establish the company limited, and then we have to pay tax in form of corporate income tax. Below is total name of partnership that to invest in Cherbet House as follow 1. Miss Chureemart Tibkwao 2. Miss Wanwisa

Sangboorat

3. Miss Atitaya

Rounroeng

4. Miss Sakuna

Chitnoi

5. Miss Supansa

Donlao

Five partnerships of Cherbet House have to vote and make agreement to appoint Miss Chureemart Tibkwao ao to be the Cherbet House limited’s manager. She has responsible to register establish company limited office of Commercial Affairs Chiang Rai. Moreover she must to oversee and maintain uniformity in the company. She get the authority to inspect every document ument that related with the company and she is the delegate of Cherbet House who will sign agreement when do business with other company. 4.4.2 Organization Chart

Manager of Cherbet House 1 position

Accounting and Financing Department

Sale and Marketing

Product and operating

Department

Department

Public relation and customer service

(1 position)

(1 position)

(1 position)

(1 position)

142

Figure 4.27 Organization Chart People in the organization Cherbet House café have told of employee amount 8 people, and below is to descript the characteristic and task of employee in each position. 1. Cherbet house manager (1 position) Task -

Oversee all document form each department and along with to sign in that agreement documents

Characteristic -

Male and female, Age 23 up

-

Bachelor degree of business administration or related up and work experience more than 2 years

-

Good at Microsoft office

-

Good at management skill and English skill

2. Account department (1 position) Task

143

-

Financial and accounting working

-

Analysis liquidity of the finance

-

Planning finance

-

Manage and control budget of company

Characteristic -

Female, age 23-30

-

Bachelor degree in accounting major

-

More than 1 year of work experience that related to finance

-

Good at computer skill especially Excel and express

-

Can analysis liquidity and finance of company

-

Be honest to working

3. Sale and Marketing department Task -

Do marketing plan and advertising

-

Analysis market trend

-

Planning stimulate sale plan

Characteristic -

Male / Female, age 23-30

-

Bachelor degree in marketing major or related

-

Good at Computer skill

-

High negotiation skill

-

Good personality and friendly

4. Product and operating Department (1 position) Task

144

-

Look after all process of product

-

Look after for material buying

-

Train the bakery maker

-

Develop the products to company

Characteristic -

Male/ Female, age 23-30

-

Bachelor degree in food science or related

-

Good in making bakery

-

Good in negotiation skill

-

Friendly

5. Bakery maker and staff (3 positions) Task -

Make the bakery

-

Welcome the customer

-

Calculate

-

Clean the café

Characteristic -

Male/ Female, age 18-25

-

High school or vocational certificate up

-

Good in making bakery

-

Good personality

-

Friendly and concentrate in job

5. Public relation and customer service (1 position) Task

145

-

Promote the shop in public

-

Design the theme of shop and shop’s events

-

Contact with sponsor and customers

-

Take care customers

Characteristic -

Male/ Female, age 23-28

-

Bachelor degree in public relation or related

-

Good at computer skill and English skill

-

Good personality and negotiation

-

Friendly and concentrate in job

4.4.3. Administration Cost

1. Employee Salary Wage rate for our organization -Manager

1 person

2,000 baht.

-Accounting and finance department

1 person

2,000 baht.

-Sale and Marketing department

1 person

2,000 baht.

-Product and operating department

1 person

2,000 baht.

-Public relation and customer service

1 person

2,000 baht.

Employee

3persons (3x5,935)

Total salary expense/month

17,805 baht. 27,805baht.

*Employee was calculated base on the minimum rate (157+9) plus overtime. (Chiangraicenter 2011)

2. Rental Fee. The building that we will rent, there is the 1 floor. About size in the building is 8 x 15 meters and the high have 2 size, the first size is 4 meter for high and the second size is a 2 meters for high.

146

From the rental fee we have make contract agreement to rent the building on year per year by we must prepayment rental fee 100,000 baht of deposit and we will get the money for prepare when we end the business. We will pay the rental fee in every February. So, for the first beginning we must pay the rental fee is 300,000 per year and prepayment on the beginning 100,000 bath. The total of rental fee on beginning is 300,000+100,000 = 400,000 baht.

3. Stationary Expense No

Description

No. Product

Price/Unit

Total

1

Max

2

60

120

2

Staple Max

1

65

65

3

Punch Machine

1

320

320

4

Scissors

5

70

350

5

Bill Spit

5

12

60

6

Pencil

10

5

50

7

Eraser

10

3

30

8

Pen

10

5

50

9

Liquid Paper

5

50

250

10

Scotch tape

5

28

140

11

Plug

5

250

1,250

12

Knife

5

65

325

13

Tablet

50

25

1,250

14

Plastic glass

50

18

900

15

Jar

5

414

2,070

16

Modern Clock

1

1,200

1,200

17

Modern Clock

1

1,350

1,350

18

Picture

4

1,200

4,800

19

Tissue Paper

50

5

250

147 20

Napkin

10

27

270

21

Liquid Soap

20

65

1300

22

Doormat

10

199

1,990

23

Light

4

110

440

Total

18,830

4. Electric Expense3984 For electricity expense of administration

1981.64 baht

Remark: Used the power is 521.768 units For electricity expense of operation

2403.19 baht

Remark: Used the power is 622.696 units Estimate total of electricity 1,144.464 unit

4,384.83 baht

5. Water Expense Forecast use the water 25 cu.m/month x 15.45 baht

387 baht

General Service

30 baht

148

Vat 7 %

27.0375 baht

Total water expense/month

445 baht

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304 1. How often to buy bakery.

2/ week 1/week 1/month Dislike

2. Popular shop.

Le petit K. Tim Panja Swensen Ban krang weang Celebet U-HU Doi chang Swensen Mister Donut S&P Phung noi Layla Phu pang ping Parabola No

305

3. Popular product

Honey toast Chocolate larva Cake

4. Atmosphere

306

Modern Art Take photo Comfortable Mirror Aircondition Chic chic Classic Luxury Large

5. Do you want to test in the new shop?

Sure Not sure No

307 6. Life style

Family Friend Couple Alone

7. Day to come

308

Holiday General Up to you

8. Advertising

Word to word Brochure Internet Radio

309

Group Name: Cherbet Company name: Cherbet House

Section: 1 Seating: A103

Group Member: 1. Miss Chureemart

Tibkaew

E-mail:[email protected]

2. Miss Wanwisa Sanboonrat E-mail:[email protected]

3. Miss Sakuna

Chitnoi

E-mail:[email protected]

4. Miss Supansa Donlao

Tel. 086 918 7032

ID: 503 1203 064 Tel. 089 805 7400

ID: 503 1203 073 Tel. 083 474 2791

ID: 503 1203 078

E-mail:[email protected]

5. Miss Atitaya

ID: 503 1203 017

Ruenroeng

E-mail:[email protected]

Tel. 085 030 0009

ID: 503 1203 085 Tel.0847755576

310

311

312

313

314

315

316

317