Project Feasibilty Study and Evaluation

1
Preface
Nowadays MICE business has been promoted by government. Chiang Mai

has been promoting as the international conference center (hub) in the northern of
Thailand. Cooperation with 3 agencies to prepare for promoting the MICE market
before the Chiang Mai international convention center will be competed. Available on
2011 Chiang Mai is a city of 1 in 4 MICE after Bangkok, Pattaya and Phuket
Then Chiang Mai Bravo Organizer Co. Ltd. is thought to establish the
organizer business for support the MICE business to opening on 2011 in Chiang Mai.
This project made for the interesting investment business this book have content about
the characteristic of business, analysis the situation and plan the strategic, marketing
plan, the production and service plan and financial plan etc. this project have many
the appropriate detail of MICE business provide for the communication to the
investors which help to decide whether this business should be investment.
C.B.O. much hopes that this project will enable anyone interested in business
to joint venture with the company. C.B.O. can progress to continue to step on the path
of doing business very well.
Chiang Mai Bravo Organizer. Co.Ltd.

30 February 2010
3
Table of Content
Exclusive summary 3
Characteristic of business 4
Introduction 6
Industry Profile 12
Market Feasibility Study 25
Marketing Plan 33
Sales forecast and Profit Estimation 42
Technical Feasibility Study 51
Management Plan and General Bureau 99
SWOT Analysis 102
Financial Analysis 105
Risk management 128
Conclusion 136
Bibliography 137
Appendix 138
Profile of group member 144
4
Exclusive summary
Project proprietor
Chiang Mai Bravo Organizer Co, Ltd.
Location
10/7 moo 2 Superhighway Road , Chang Phueak district, Mueng, Chiang Mai
province 50000, 053-0522000
Brand
Meeting, Incentive, Convention, Exhibition Organizers.
Target Group
Customer general that a both of government sector institute and private sector.
Size of target market

In targeting the business is set forth. With customers in the Chiang Mai
And central to this need by the year 2011 market share 1.50%, representing money.
8.43 million baht
Advantages of competition
The owner and partner is famous person. We have a good connection that is the
advantage of our company

5
Factors of successful
We create the good things to the customer. Our works are very efficiency and, we try
to create work different from competitors.
Objective
We want to be a professional organization in MICE business. Our company will be
growing up step by step.
Investment
Loan 2,540,167 Baht
Long loan 500,000 Baht
Limit overdrafts / tickets PN. 650,000 Baht

Total 1,200,000 Baht
Objective for loan

1. For invest in assets 500,000 Bath
2. For circulate in business 650,000 Bath
Total 1,150,000 Bath
Time for return = 1 year and 10 months.
Investment Rate of Return
NPV = 13,752,327.-
IRR = 76.06%
*(Rate reduction 10 %)
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Characteristic of business.
History
Chaing Mai Bravo Organization builded in 2009 by
Mr.Teechat Somboon , Miss Chat-hathai Aramrueangniti ,Miss Chawanluck
Chatchawarat , Miss Rossukon Sangarun,Miss Sudaphich Chirasukon,
Miss Souwapa Tienwong, Miss Oraphan Thongnoy and Mr. Ampon Koedkham,.
We have the experience for manage the business. Everybody graduate from Mae Fah
Luang University. We started the business from concessionaire at accommodation
and travelers of local government. After that, we see to a good opportunity about
tourism because this province has many travelers. Moreover, Chiang Mai commercial
bank gives the credits to the customers for their accommodation and travels. After
that, we focus on the tourism directly and then, we foresee the opportunity about
MICE industry in Chiang Mai province because the government supports this
industry to Chiang Mai province for the center of MICE industry in northern part of
Thailand. There is the reason that we build a business.
Operation ideology
Chiang Mai Bravo Organizationwill manage many jobs, such as

advertising, advertising media, interior decoration, floristry, meeting, incentive,
convention, exhibition, etc. Our jobs emphasize about quality of service, do not the
quantity of jobs because service is the most important in this business.

7
Introduction
Background
Business Conference Travel to the award. The International Trade Fair and
Exhibition (Meeting Incentive Convention and Exhibition: MICE) is one of the tourist
revenue into the country each year as many. And help distribute revenue to other
businesses directly related to tourism such as hotel, housing the various, attractions,
restaurants and business services design Interior product display area. Business is the
show floor, shopping etc. In this group of tourists, each year to travel in Thailand is
growing consistently demonstrated ability and readiness of Thailand to support
growth. The market is perfect. MICE business has per capital income from MICE
tourists generally higher than about 3 times. The average cost of approximately 1
billion baht / person / day. As players navigate to that general spend approximately
3.7 billion baht per day. The Important factors that MICE market in Thailand has
grown from the infrastructure of Thailand. For the past, the image of Thailand is the
availability of venues and accommodation facilities at the international level. Cover
with Thailand also has exhibiting a level of service standards to global standards such
as Center Queen Sirikit National Convention, Impact Mueang Thong Thani, and
Bangkok International Trade & Exhibition Centre - BITEC etc. However the new tend
coming, people seek new experience Chiang Mai is one destination that was
encouraged by Thai government to be MICE city for support the new increase
demand of MICE market.
Chiang Mai has followed in Bangkok’s and Pattaya’s footsteps and signed a
memorandum of understanding with the Thailand Convention and Exhibition Bureau
(TCEB) to jointly develop and promote the northern Thai province under its MICE
City programmed. TCEB chairman Disnadda Diskul said the agreement would
involve enhancing Chiang Mai’s appeal as a world-class MICE destination in terms of
marketing, publicity and manpower competitiveness. Meanwhile, the long-awaited
Chiang Mai Convention and Exhibition Centre will finally see the light of day.
Chiang Mai governor Amonrapun Numanandh said work on the facility would start in
November. Barring further delays, the centre should be up and running by 2011 and
be able to accommodate up to 5,000 people for conventions.
By the way, Chiang Mai is the new trend for the unique venue in the northern
of Thailand because Chiang Mai founded over 700 years ago. This city of Chiang Mai
it richen history ended the travel and modernments and friendly at habitant who evoke
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its unique cultural heritage of northern music, costing, and cuisine. Today Chiang Mai
welcomes smile visitors for member meeting experiences with many key advantages.
Ready Infrastructure at the most important visitor is travel in the northern
Thailand and the center hub of Greater Mekong Sub region and BIMSTEC countries.
Chiang Mai has develop in outstanding the infrastructure to show easy the movement
in and out of the city in the modern international airport services need more 1 hour
flight’s day from Bangkok want many agencies have in operated direct flights to
Chiang Mai.
Abundant meeting facilities and accommodation, many hotels offer a variety a
small and medium size meeting facilities, couples when experience operational staff
to help organize events. One renewing open convention center caters to international
conferences and incentive gatherings visitors to Chiang Mai will find wide range of
accommodation to suite all budgets more than 32,000 rooms are located in the city in
surrounding confer side at the international advanced properties or exquisite boutique
hotels that all of luxuries personal services inter mis-surroundings.
Rich culture and hospitality, Chiang Mai history buildings its river and its
expectedly road country site complete with elephant sanctuary and it make old trade
community over limit list opportunities for pre and post event tours, team building,
and adventures land and exciting theme darners and it use them more cities or to days
mild travelers get rich mix of history culture and aboard adventure couple and modern
accommodation and infrastructure mix Chiang Mai all compiling destination and
exciting, it guarding city the nose how to inspire your meeting experiences.
Chiang Mai's is a world-class MICE destination. In the Chiang Mai plan,
TCEB will position the city as a prime destination to bid for international events. It
will advertise Chiang Mai and help train personnel in the city to handle large-scale
events.
One of the most important factors that support this business is the public
sector. Government established the TCEB - Thailand Convention & Exhibition
Bureau that is representative to develop the economic to competition with the foreign.
TCEB is attracting the meeting, incentive travel, convention, and exhibition level of
the world attending come to Thailand. Through support the image of Thailand is the
destination of MICE. And standard development staff through the rule or regulation in
the world.
9
The Chiang Mai Bravo Organizer Co, Ltd. is the business concern about
MICE or the special event. We’re design, create and organize for cooperate. We make
meeting to be more than to launching new product, or learning something. We use the
knowledge that we have learn to make every even run smooth. For example service
operation, Project Feasibility and MICE management and we have specialist to create
theme to foreword attendee’s expectation by equipped potency of Chiang Mai
Thailand; where there is distinguish about civilization and also still be natural in the
one place.
From: http://www.tceb.or.th
Objectives
- For actuate the business to achieve high profits.
- For attract the potential of MICE business in Thailand to Industry Leader.
- For added the high value and back to distribute the part of profits to local areas
that lead to sustainable tourism for create good image and to highest profits.
- For promote Thai’s business of Hospitality and Tourism Industry for to get
high market share.
- For upgrade MICE business in Thailand to high standard equal to International
level for highest interest investors and to get highest profit for Bravo business.
Benefit of projects
- To have the highest profits from the lowest investment in efficiency and
effective way.
- To acceptably from business organizations cover to the public sector to know
about the benefits of MICE business.
- To have the revenue distribution to the boarder e.g. empowerments,
Equipments.
- To have the supporting by government, The Tourism Authority of Thailand,
and going to participation of others alliance such as TCEB and hotels.
- To enhancing the knowledge in creative and organization apply to do the
project and even running.
10
Overview of Chiang Mai Bravo Operation Management Activities

11

12
Project Schedule

13
Industry Profile
Nature of MICE industry
Thailand is famous worldwide for its world-class tourist attractions,
professional and dedicated services, and best of all, the unique hospitality and
welcome smile of Thai people. All these have captivated the hearts of visitors all over
the world. This is also part of the reason why the country’s Meetings & Incentives,
Conventions, and Exhibitions or MICE industry has been enjoying a fast and steady
growth.
Meeting business, Incentive travel, Convention and International Exhibition is
a kind of tourism business which got a lot profit come to a country per year. As well
as, MICE business also create multi-income into other parts of business such as
restaurant, create and decorate venue business, organizer, and show room centre.
There are incessantly group of MICE tourist come to Thailand in each year. It reflects
about potency and readiness of Thailand that can support the more demand of the
MICE business. Over recent years, Thailand MICE industry has produced an
impressive growth rate of over 20-30% annually. The number of MICE foreign
business arrivals has increased from 555,294 in 2005 to 677,500 in 2006, a notable
22% rise, while the total industry income has risen from around 38 billion baht in
2005 to around 46.747 billion baht in 2006, or a 23% increase. This remarkable
growth is also expected to continue in years to come.
MICE business is one of a major sector in tourism industry which can bring
more than 700,000 overseas tourists to Thailand. MICE tourists usually have more
spending than leisure tourists. Therefore, MICE business can earn high income and
benefits to Thailand, both the ones which the value can be calculated and cannot be
calculated in an exact amount of money. The benefits can be divided into 3 levels as
follows;
- Primary Benefits
These are direct interests from international meeting and convention,
international incentive travel and international trade fair / exhibition. The stakeholders
gaining direct benefits are venues, organizers, PCOs, PEOs, DMCs, and Hotels.
- Secondary Benefits
These are related interests from international meeting and convention,
international Incentive travel and international trade fair / exhibition. The
stakeholders gaining indirect benefits are Contractors, Freight Forwarders, Exhibitors,
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Restaurants & Entertainments, Tour Agents, Shopping Centers, Transportation &

Communication, Banks and Temporary staff.
- Tertiary Benefits
These are multiple interests from international meeting and convention,
international incentive travel and international trade fair / exhibition which cannot be
calculated in an exact amount of money. The stakeholder in this level is the country as
a whole and benefits gained are Technology Transfer, International Trade and
1
Positive Image, etc .
1
http://www.tceb.or.th
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Situation of MICE industry

On general, 2009 is a turbulence year for Thailand in term of political and
economic. The political turmoil continues from 2008 has dampened the economic
growth in the area of consumer confidence, domestic consumption, export, and
tourism. Public spending has not increased in an expected rate due to uncertainty
atmospheres while the number of foreign tourist arrival is short of target due to
negative image of the nation in the view of international community. The climax of
political crisis erupts on the evening of 19 September 2006, when the military coup
affected the change in the government.
Despite such political and economical uncertainty, Thailand MICE industry
continues to grow. MICE business foreign arrival figure for 2008 is 722,059, which is
a 30% increase from last year in which the figure was 555,294. Moreover, such MICE
business foreign arrival has generated 49.8 billion baths in revenue for the country,
which is an astonishing 28.7% increase from last year figure which was 38.7 billion
baths.
In term of meeting & incentive, Thailand ranked 3rd behind Hong Kong and
China as the most attractive place according to CEI Asia Pacific 2007 Annual
Industry Survey. Thailand probably lacks behind cities like Hong Kong and Singapore
in term of infrastructure and information technology, however, Thai characteristics
such as culture, service mind, and friendly people have won many hearts. Moreover,
great tourist destinations such as Chiang Mai, Chiang Rai, Pattaya, Hua Hin, Phuket,
and Samui Island have made Thailand as an attractive place for meeting & incentive
because foreign business executives can hold a meeting in Bangkok for one day, and
enjoy the rest of their time in Thailand at beautiful beaches in Hua Hin or Samui
Island.
One of the most remarkable achievements for meeting & incentive sector is
Phuket, which is voted as the best resort in Asia for overall MICE experiences, ahead
of Bali, Indonesia and Gold Coast, Australia. This is a great turnaround for the city
which suffered heavy devastation from the tsunami in 2004.
On convention side, Thailand has achieved a considerable success. According
to ICCA report, 72 international conventions are held in Thailand in 2006. The
country ranked 6th in Asia and 28th in world. Furthermore, Thailand also ranked 8th
in Asia and 30th in the world in term of number of participants at international
conventions. Bangkok has also faired very well compare to other international cities.
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There are 51 international conventions held in Thailand’s capital city. The city ranked
6th in Asia and 21st in the world. In term of sectors, medical science, economic,
social science, and education have lead the way in term of holding conventions in
Thailand. The improvement in Bangkok transport infrastructure and the existence of
new accommodations have also helped make Thailand to be the destination in Asia
for international conventions, conferences, and congresses.
On the exhibition front, despite political upheaval in the past year, Thailand is
emerging as the exhibition giant of South-East Asia and it has charged forward
aggressively with venue expansion in the past five years. As a result, Bangkok is
increasingly overtaking Singapore as the preferred destination in ASEAN for
organizing exhibitions, and many regional and international organizers have already
relocated their shows to Thailand due to some very indisputable factors - the robust
market size; world class exhibition facilities & infrastructures; geographic location in
the heart of ASEAN and gateway to Indochina; TCEB’s support; a cluster of
professional contractors and freight forwarders; not to mention the delights of world
renowned leisure tourism, pre and post event.
With full operation commencing at ‘Royal Paragon Hall’ & ‘Centara at
Central World’ in the heart of Bangkok in 2007, the competition is expected to
intensify, while adding more alternatives to an already diverse choice of exhibition
venues for different types of shows. Thailand now has a total of 6 world class
exhibition venues, which are QSNCC, IMPACT, BITEC, Royal Paragon Hall,
Centara, and PEACH, all of them combine offer a gross space of more than 250,000
m2, the largest in ASEAN. A total number of approximately 50 tradeshows are
scheduled to be staged in 2007, with some of the largest in the region setting their
foothold here in Thailand.
Apart from Singapore, Vietnam, whose exhibition industry is emerging on the
back of its strong economic development, will become a major contender in the next
few years. Thailand now has to move forward and turn the larger fairs into genuinely
regional and international fairs rather than domestic shows with an international twist,
in order to strengthen its positioning as ASEAN’s premier exhibition hub. Only with
great seriousness amongst government, organizers and venue owners to complete this
transition can continual strong growth be expected in the next few years.
The year 2009 for Thailand MICE Industry can be described as great success
despite political turmoil and economic instability. With the opening of the new
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international airport in Bangkok, Suvarnabhumi International Airport, in September

2006, the opening of many new hotels, and the creation of new international
convention and exhibition halls, Thailand MICE industry is expected to grow more
than 10% in 2008, creating more than 54 billion baths of revenue for the country.
MICE Industry Projection

Over the course of 2009, there were a number of pessimistic factors that
affected the Thai MICE industry in various degrees. Overseas visitors were
precautious about safety and security regarding the New Year bombings in Bangkok,
as well as, the ongoing insurgencies in the 3 southernmost provinces. Worries also
hovered over domestic political conflicts and the continuous appreciation of the Thai
baht. Despite these discouraging factors, TCEB, through the support from the Royal
Thai Government and relevant public and private sectors, steered the Thai MICE
Industry to emerge strong with aggressive and progressive marketing strategies. The
following figures indicate expectations for the MICE Industry
in Thailand for the year 2010.
• Total No. of MICE Visitors to Thailand (excl. entourage):
797,000 people, a 10.38% rise over the year 2009.
• Total Income Estimate from MICE Visitors to Thailand (excl. entourage):
54,993 million baht*, a 10.38% rise over the year 2008.
* This income estimate is based on the assumption that the expenditure per head of
MICE visitors is approximately 69,000 baht. This assumption is based on the statistics
from an IP&C survey in 2008, which is calculated from the following formula.
(Total no. of MICE visitors) x (Average stay period) x (Average expense/person/day)
The following table shows various TCEB forecasts regarding the Thai MICE Industry
over the next 4 years2.
2
http://www.tceb.or.th/about-us/tceb-intelligence-center/mice-industry.html
18
* This income estimate is based on the assumption that the expenditure per head of
MICE visitors is approximately 69,000 baht. This assumption is based on the statistics
from an IP&C survey in 2005, which is calculated from the following formula3.
(Total no. of MICE visitors) x (Average stay period) x (Average expense/person/day)
3
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MICE industry and Government supporting

Thai Government has continued to maintain its progressive marketing
activities, in order to take Thailand MICE industry to new heights of success and to
remain highly competitive especially with competitors in ASEAN. Thai government
will also coordinate with relevant public and private sectors to appropriately affect the
rule and regulation for MICE entrepreneurs in the country, as well as, to serve as
dependable Thai MICE information center for interested parties.
The government aims to achieve successes for Thailand’s MICE industry and
we will go to great lengths to ensure that each and every MICE event in Thailand
meets the goal and objective set by the meeting planners. The government’s ultimate
aim is, essentially, to steer Thailand to become a world class MICE destination and to
advance Thailand’s MICE industry in a sustainable way.
Possibility analysis of MICE business

There are opportunities to grown and generate more profit of MICE market
following these factors:
Support factor
1. Readiness of venue and other facility for example convention Center, good
accommodation, international airport.
2. Well support by government to make Thailand to become the centre of convention
and exhibition of Asia
3. Extension of Thai economic and worldwide economic.
Risk factor
1. There is magnificent competitor, Singapore, who have clearly strategic plan about
MICE business.
2. Uncomfortable of import phase of Thailand such as delay of immigration,
Taxation imported equipment for conferences.
About MICE service

Thailand is one of the most sought-after destinations for any conference,
convention, exhibition or incentive. Besides its outstanding world-class facilities,
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Thailand is home to a great variety of unique and beautiful landscapes which makes it
a great venue to combine business aspects with exploring this magnificent country
especially in the northern part of Thailand. The country has the perfect blend of
ingredients to provide the ideal backdrop for any event: luxury, adventure, wildlife,
magnificent scenery, an efficient infrastructure and rich cultural diversity.
Our MICE services include:
- Unique meeting, incentive, conference and event programs (MICE)

- planning & operating of tailor-made & group tours including special interest
groups
- Pre & Post Conference Tours
- Accommodation, luxury train, transfer and excursion bookings
- Weddings
- Team Building Events
- Car rental and Camper bookings
- Provision of guides in various international languages
- Modern air-conditioned luxury coaches
- Venue Selection
- Audio and Visual Equipment
- Evening Entertainment
- Pre-and Post-Conference Arrangement & Organization
- Special Services (Interpreters, secretarial services, etc.)
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Why choose Chiang Mai Bravo?
- Your one-stop-shop for complete all-around service in North Thailand, Burma

and Lao
- Competitive pricing due to our volumes
- Member of the global network TCEB(Thailand Convention and Exhibition
Bureau)
- Concern with green meeting tend and sustainable tourism.
- We focus on your individual requirements and offer you innovative & creative
programs
- More than 10 years of experience of staff
- Innovative, experienced and dedicated multilingual staff
- Network of preferred suppliers and business partners
- 24/7 customer service assistance
- Well established relationships with hotel, excursions, transportation and
conference venue suppliers
- Our company's strengths lie in our creativity, our knowledge of the destination
and most importantly in our love for Chiang Mai - the most diverse culture in
the world.
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Team building Event
Quad biking, river rafting, abseiling, social involvement, drumming, cooking, treasure
hunts, the possibilities in Chiang Mai Bravo are endless.
- Increase team efficiency & decision making

- Reassess your team's goals and direction
- Communicate better as a team
- Give your team a boost of energy
- Leverage diverse skills & knowledge
- Introduce new team members to the group
Chiang Mai Bravo will assemble the right event for your team –tailor-made.

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Indication of our business
Vision, Mission & Objection

Chiang Mai Bravo Organization wants to achievement the goal and, 3 things are very important.
External
Envilopment VISION
2015
MISSION
2012
OBJECTIVE
External
2010
Envilopment
NOW

For our planning, we divide the indication of our business to 3 phases. It is ‘Vision’
that is our company want to achievement in to 2015. Then, Mission – we want to
achieve them in 2012 and objective, we want to achieve every year.
Chiang Mai Bravo Vision

CB Organizer search strive. Meet the needs of customers change over
time in both the present and future by focus on providing difference and unique.
With control of the production is clear and professional.
“We will be emphasized to be leader in organizer in overall northern of
Thailand”
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Mission Statement
1. We emphasize to find the best product and make customer satisfaction.
2. Search the different and outstanding of service to reach the customer in north
region.
3. Creating leadership to all of level and promote the good filling while work.
4 Reinforce the good relationship whit the customer.
5. Create the good organization toward the learning organization.
6. Build the confidence gives with a customer in the sense of the serve that is of
good quality by using the relation of the team administrates for build the
marketing “word of mouth”
.
7 Deliver serve at of good quality to a customer for occur satisfactions from a
customer and repeated buying
.
8 Build new serve gives a customer has various choice by have served complete
within year 2011
Target of Business
1. The expansion of services. Business not less than 10% per year
2. Increase market share in both the regional to be 10% by the year 2011
3. Create name recognition of a note to clients within the 2012 recruiting services
to the new
4. The direction of research, Product development and innovation way to
provide additional capacity in the competition clear

25
Bravo Strategy
1. Functional level
In this strategy, our company uses differentiate. The reason that we use
differentiate strategy because our competitor in Chang Mai make only small evens
that different from our company. We are organizer that directly to MICE business and
we can creative meeting, incentive, convention, and exhibition. We forecast that
“Chang Mai is a center of MICE business” in soon. Another point that important is
the word “impossible” is opposite with our task. Just tell us your imagination. It is a
past of company’s slogan that we are different from another company.
2. Corporate level
In this strategy, we use joint venture strategy for running company to archive
the goal. We corporate with 3 public organizations are TCEB (Thailand convention
and exhibition bureau), TEA (Thailand Exhibition Association), and TICA (Thailand
Incentive and Convention Association). In addition, we cooperate with the hotel, tour
agency, and transportation companies.
3. Operation level
In this strategy, we use all of strategy that includes white marketing, finance,
accounting, and management of information system.
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Market Feasibility Study

Market Analysis
- General Environment Analysis
Organizer is a business operator and medium-sized enterprises (SMEs),
which is part of the MICE business in the business of tourism revenue into the country
each year as many. And help distribute revenue to other businesses directly related to
tourism such as hotel housing the various restaurants, attractions, restaurants and
business services design Interior product display area. Business is the show floor. To
shopping, etc. In this group of tourists each year to travel in Thailand is growing
consistently demonstrated ability and readiness of Thailand to support growth. The
market is perfect. This type of business will be located in most provinces such as
Bangkok, Pattaya, Phuket is the center, but they have more competitors so Chiang
Mai is the new trend that appropriate to launch the new business. When time on
September 1, 2009 the National Waterworks Authority. IP & C hired a survey
research found that "Chiang Mai" was popular from the Meet. Incentive and up to
70% of convention-exhibition is a bid to capture 30% because of other competing
countries. The Memorandum Of Understanding of this increase will help expand the
market share content Ventures Limited - convention-exhibition. Customers can then
call in and Incentive followed automatically, so Chiang Mai and neighboring
4
provinces has the new target market segments of interest .
4
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Political: Government supporting for MICE

5
MICE tourism market is a market that has increased the number of
tourists continued. The data from the Tourism Authority of Thailand concluded that
the MICE industry has good prospects. Because now we have the quality of tourists to
Thailand MICE industry continued. Overview MICE industry for the past 2549 years,
the number of employees increased 39% from 555,294 people in 2548 to 773,496
employees and revenues of 39%, up from about 38,000 million baht in 2548 to 53,000
million baht for the year 2550. When the times past. Although the government has
unusual events that affect some industries .But for the MICE industry, especially
among the Exhibition held in Thailand not cancel the show. These are important
factors that MICE market in Thailand has grown from the infrastructure of Thailand.
To meet these markets as well on the venue and accommodation facilities in Thailand
and other international centers are also exhibiting a standard service level standards in
the world such as the National Convention Center BANGKOK SPORTS. CLUB.
Dubai International Exhibition Center Exhibition Center Tech Na Impact Muang
Thong Thani pack etc. However one of the most important factors that support this
business is the government trying to drive. Thailand is a center for conferences and
exhibitions in Asia. and aims to Chiang Mai. the conference center. And show the
world or World Class Convention and Exhibition Center starting from planning to
build the International Convention Center, Chiang Mai and Phuket to improve
infrastructure to support growth of the tourism industry.
Economy
Industrial Alliance is not part of the tourism industry to be affected by both
political and economic crisis. But not affecting the carrier 2009 so that government.
Designate the Office of Conference and Exhibition or Office of the Prime. To play an
important role in driving tourism model has joined the International Convention
Association (Thai) and the association show. (Thai) The main objective is to
encourage individuals and persons or agencies that use services from Mike Price. See
the importance of the industry, not the Alliance will create benefits to the country's
economy as well as to help promote the growth of the industry, not France. The
collection of operators and related industry shows potential. It also opens up business
5
http://www.oknation.net/blog/miceinthailand/2009/10/07/entry-1
28
opportunities. Exchange experiences. Expertise and knowledge are about Alliance not
to operators.
Social & Environment
If you need to know about Thailand. the strength (strength) several

compete with other countries, especially with neighboring countries in Asia. Because
Thailand has a reputation known throughout the world to the tourist industry and
associated activities. We have the unique location, to providing professional services,
smiles and the spirit of Thai people. Unique is clear. And create a lot of the
impression to visitors. To Making industry or MICE travel to a conference award, to
create exhibition. And exhibition of Thai International continued high growth of the
Tourism Authority of Thailand data. That is exciting. Business travel services
business revenue to the country more than 4 billion baht per year in 2549,
international visitors totaled 13.82 million, causing revenues to the country from the
international tourist spending in foreign. Such as travel costs in accommodation, food
and beverages, souvenirs and entertainment services to 482,320 million baht tourism.
MICE business, which is part of the business travelers who travel abroad .A quality
tourist (Quality Visitor) into Thailand each year more than 8 billion people represent
5.81 percent of total international visitors throughout the year by the year 2549
estimate MICE business to generate revenue into the country from spending. MICE
groups of tourists reached 60,902 million baht and a group of MICE tourists from
abroad directly into a total of 803,493 people also MICE Group has spent more than
general tourists to 2-3 times the average cost. person / day about 10,000 baht while
Visitors generally estimated at 4,000 baht / person / day, which in point is that this is
consistent with government policy to enhance Thailand as a tourist attraction to
quality. Which will lead to sustainable tourism (sustainable tourism), we focused on.
"The market promotion on visitor’s quality and focusing on income more than the
number of tourists ", especially to expand its reach into the upper market. Specialized
interest groups (Niche Market) groups such as health tourism, spa and dive group
conference (MICE) 1 coupled with the retention of the tourist market for leisure travel
(Leisure).
29
In addition, travel to conferences or seminars in Thailand's. MICE tourist groups only

cause economic value created. The cause that social value including the development
of technological knowledge to Thailand on several levels
1) First level (Primary Benefits) is a benefit that occurs directly (Direct Interests) of
the International Convention activities. The International Trade Fair and travel to the
international award with stakeholders.(Stakeholders) to benefit directly, such as place
holder meetings (Venues), organizer (Organizers), recipients meeting professional
(PCOs-Professional Convention Organizers), recipients exhibiting professionalism.
(PEOs-Professional Exhibition Organizers), its program guide for MICEs (DMCs -
Destination Management Company) and Hotel (Hotels), etc..
2) Level Two (Second Benefits) is the interest accrued related (Related Interests) of
international award with stakeholders (Stakeholders) to benefit the company as a
carrier of goods for exhibition.(Contractors, Freight Forwarders Exhibitors),
restaurants and various entertainment (Restaurants & Entertainments), its tour (Tour
Agents), various shopping centers (Shopping Centers), transportation and
communications. (Transportation & Communication) and banks (Banks).
3) Level 3 (Tertiary Benefits) is a remainder interest accrued (Multiple Interests) of

international award can not calculate the value of money has come to Thailand as a
whole, such as Technology and knowledge Transfer, International Trade and Positive
Image.
Technology
MICE strength is technology – alliances known as marketing
partnership with Microsoft. Planning, marketing and selling long-term business
partners joined forces to Thailand as MICE for conference and exhibition centers in
regional to global. TAT network search capability to find the target market customers
enter the business conference. Intensive study skills support personnel in an
organization aimed to create a Web Portal for excellence in international competition.
5 http://www.oknation.net/blog/miceinthailand/2009/10/07/entry-1
30
Social conditions, Culture, Technology, Economy, Political Law. and

Geography (STEPG).
• Government have policy to stimulate tourism in Chiang Mai to give the more
revenue will be observe by the budget commit several billion baht. For create the
Infrastructure too many and have further to make attraction including a large
conference center to occur in Chiang Mai.
• In terms of technology it contributes in this business whether it's contact with

customers or contact with suppliers. It make services more efficient and more quickly
and easily.
• In the economies since the country's GDP is increase in the proportion decreased
from last year will have the effect about consumption of people in the country as well.
In addition, budget spending about MICE may be limited.
• In the term of geographically Chiang Mai has held that advantage over many
provinces that has both beauty natural and other place that important historic.
It making people interested in travel to visit the province continued However, travel to
Chiang Mai was periodicity some seasonal it will affect business in the reception of
the work. The work will take time to do in the different time.
• Moreover of the term of geographically, Chiang Mai has a docile cultural and
tradition. People who visit are impressed about the people of Chiang Mai When an
opportunity to visit Chiang Mai and then still want to come back is the selling point of
Chiang Mai.
• The Readiness of the province, Due to Chiang Mai is large province. And have
number people into and go out in every time therefore, provinces are preparing
different. Whether it is transportation system, communication system and includes
food and accommodation. So it appropriate to MICE business is very much
Competition Analysis
Chiang Mai Bravo Organizer is the one of Business in term of MICE to
creative the new idea for your business. We have the various the staff each idea for
31
your imagination. We are the best contemporary organizer. We are a professional

advertiser organizer or even implementation for your organization’s meeting or even
easier and more efficacy. We also concern about green meeting we co-operating with
Thailand convention and exhibition bureau to follow the new tern “green meeting”
this is the significant one that we are distinguish.
The word “impossible” is opposite with our task. Customers just tell us their
imagination.
Forgot about the boring meeting. When customer’s company launch new
product or when enhancing your employee knowledge and skill. It will be colorful
with our team building activity and team party by our professional creative stuff.
Competitive strategy
. Defining the position of business
Chiang Mai Exhibition and Organizer have determined that the position of
business services in MICE. In business, the company. The recipient will manage all
activities related to the customer. This business has meaning cover the various
activities is Meeting Business-related conferences and seminars that are presented to
companies or other organizations by the conference will be held both within the
workplace and outside the workplace, to raising the comments of participants or to
give knowledge more about the attendees.
The Incentive is business-related offerings package about travel for leisure for the
company or organization for take the employee to vacations Such as the company's
annual trip or The sales staff has to set the target and can success for the target Next is
the Convention is the business-related conferences, large seminar. Finally, exhibition
is the business about exhibitors by MICE 's business operators will offer programs to
the owner to bring new products and services that produced it to the show.
The level of business strategy, Business needs to expand to the horizontal the group
that includes the conference and a exhibition after that will access to travel's business.
Most often managed by the needs and requirements of the service recipient by use of
appropriate management and cost effective for presentation of the desirable group of
customers and creative work. Therefore, the event should be held to the position of a
category for easy to set strategy and set product positioning by use the TOWS Matrix
32
for strategy formulation for set positioning products, Classification the investment, or
set the budget for that work.
Matrix TOWS (The TOWS matrix for strategy formulation)

Strength, Weaknesses, Opportunity, Threats
So “get organized " should know about the presentation to customers, and know the
size of this work and know about budget for set scope of work to management at low
cost and effective.
1. (Strength) and (Opportunity) in this case our company will use strength for create
advantage of opportunities. So about the event should have expertise in the
presentation to be able to expand to other Event and use the support from various
forms of government for optimization and make more advantage?
• The strategy for make the relationship between customer, make the relationships
with customers, and focus on creating the impression to customers and caused the
word spread widely for used regularly, When people know about this company it
make organizations will be strengthened even more and will result in opportunities for
customers to use services that are also increasing
•Strategy about process and learning our business will use a gradual growth and
emphasizing the creation of quality service for save the old customer and make the
new customer by make a broad distribution channels provides more, Now has been
received from the Bangkok to set the event in Chiang Mai. Such as opening certain
products, work or seminars etc.
33
Competitor Analysis
Today, this business started as not much more they know little. So the new
business that is an interesting and Chiang mai bravo organizer is one of the MICE
industry to be popular in the part of many of Chiang Mai have been whether the
International Horticulture Exposition for His Majesty the. King; Royal Flora
Ratchapruek 2006, MICE 4 YOUTH 2009.The example for the competitor in Chiang
mai Brain venue, eventsbysts.
The strength and weakness.

Strength weakness
Have more contact. To have confuse to the customer for
selecting.
To have variety staff each specific. Don’t to joint with TECB.
To have more database. For the new coming business MICE don’t
have the information about customer
need.
To have the staff educated from MICE Less the people to educated from MICE.
specific.
34
Marketing Plan
Target group
S-T-P Marketing
S: Marketing Segmentation
In 2-3 years ago MICE business in Thailand domestic to has high demand as
the result that economic to be good for the international value. Thailand to be Mice
Destination on Mega Mice level from the host of APEC and
World Congress on AIDS there are many people to impress for MICE at Chiang Mai
is the important for new regional market. When allow about the strategy of the
northern group from the picture, we will see the main strategies in Chiang Mai such as
tourism, software industry, and educations and knowledge as the details in the picture.
From strategy in the Lanna cultural groups that indicate about the number of
tourist in Chiang Mai at 2547, there are 955,861 persons there are MICE tourist about
35,000 persons or 3.72 % of tourist in Chiang Mai and income about 11,709 million
baht there are from MICE tourist 1,170 million baht or 10% of income.
From the figures at above that indicate the tourist for MICE are the small
groups of tourist but they are pay 2.5 times of tourist and they will be high demand for
the future too.
From 2 markets including nation market and domestic market, we can

separated the target of MICE business to 3 groups; organization market they will
require the service from specialist to operate their marketing, tourist, and small
company they will require the small organizer to operate them.
35
T: Target Market Analysis

From needs analysis and consumers needs of the target group covered the
customer’s demand and the ability to consumer’s purchasing and the entrepreneur
choose services to meet the needs of the target group,
the company's enterprise customers are demanding services from exhibitor’s specialist
including Convention and Dealer Conference.
7
The scope of target groups must be as follows.
proportion amount(million baht)
Income from tourism in 100% 11,709.00

the province
MICE domestic 10% 1,170.90
Proportion of MICE 48% 562.03

organizer
Total 1.50% 8.43
P: Product Positioning
The main target groups of Bravo are emphasize the exhibition and event
Management in Chiang Mai that high demand about event Management because the
customers need executive for organize their event management who just understand
the budget of advertising management or main marketer. Therefore, ways of thinking
that work is expected is a marketer thinking and current use only mass media it is not
enough for marketing activities so the customer should be create the new marketing
and C.E.O has positioned the product as a One Stop Service for Valuable MICE.
The person who are the important of professional organizer service for organize
marketing Conference on Convention to convene the Dealer Conference; a sales
representative to manage the MICE convention groups their will not come to Chiang
Mai, If the dealer does not choose Chiang Mai to Mice Destination. Therefore, the
MICE industry's follow to Chiang Mai to national market not only consider only
money that people from different countries to use the airline, travel, hotel, and
7
http://en.wikipedia.org/wiki/Economy_of_Thailand
36
purchasing but also to know the needs people who care directed the meeting too
because organizer need to meet the goals of each meeting who want to use
communications technology to communicate with the majority of people attending the
meeting, which is the high technology for audio, art, and image cause no one wants to
monitor a projector VDO Conference meetings are broadcast images of failure or
power failure and audio from a microphone spotty. All customers want the light sound
picture is reliable every part to meet a global standard that contractors just import
from the others countries that higher cost because the taxes. The import equipment
and spare parts for every piece of which 20% that the one thing cannot compete with
Singapore or Hong Kong, a city of tax-free so if we can receive MICE projects that
higher invested for local constructors which high value of investments when MICE
going to satisfy Chiang Mai and want to continue to join MICE again and again, there
are not enough customer demand of constructors and just rent equipments and
facilities from the center both public and private sector as well as various charitable
organizations such as Rotary clubs located in Chiang Mai province, in addition to
connection from Bangkok.
37
Plan Marketing
• To do IMC (Integrated Marketing Communication) for create both

communication and customers.
• To do CRM (Customer Relation Management Program) to create data
system to collect the data of all customers for customer royalty.
• innovate Web site for updating company information for customers.
. Marketing Mix 7P’s

Sum of marketing mix Details
Product/Service Divided into 3 product lines.
Price Use Premium Pricing strategy.

Place Use Personal and Direct Channel.
Promotion Use both Advertising and do Promotion.

People To find the leader in university.
Process Set standard of creative and to operating

system step by step.
Physical evidence Use IMC for communication to
customers and stakeholders.
38
The details of marketing mix.

1. Product
The product of Chiang Mai Bravo Organizer is the intangible product, there
are the services. There are 3 lines.
Service line Type of service
group 1 host of event Event Concept
Advertising Agency
Group 2 decorate facilities Decoration
Technical Supplies
Booth Set
Group 3 create meeting, convention, and Seminar Conference

media
Food and Beverage
Flower Arrangement
Multimedia Productions
39
2. Price
To use Premium pricing strategy cannot fix a price before operate the event
because the varieties of price depends on the difficulty in organizing that more or less,
the opening ceremony, simple or powerful including presentation to customer, and
satisfactory price agreement with both parties or in some cases the customer is asked
budget and organize from the budget.
3. Place
Place focused on Direct Channel that use personal relationship at the
beginning from the first business group in Chiang Mai first and then expanded an
advantage because many people known from the company opened in locations easily
for visible. In addition to sending employees to contact with the central, the primary
distribution channel as well.
4. Promotion
Promotion strategy to use Basing – point pricing for reduce price or services with the
customer royalty.
5. Personal
To develop the efficient producer or marketing for build the confidence and
impression to customer from development of sales personnel to have the ability to
reach customers and communication to customers. The company will be successfully
on host of event it due to give advantage to customer and give facilitating to them
from both customer assistant and media who can describe the correctly details of
event for easily understood and part of circulations are word of mouth.
6. Process or Procedure
Development process Understanding and Knowing Customer by trying to
understand the customer’s needs and focus on the needs for adoption of market
research and collect customer data base both existing customers and external are
bringing technology to do the service for helping the operation.
Customers do not wait too long and company to have good image also.
40
7. Physical
MICE business is service so the presentation from the physically just concern
about managing credibility and reliability from customer because of the professional
executive can build the credibility and reliability from the customer that have the
system to control the quality and send the project on time which have real model from
using scrip or multimedia to present for the customer for change to tangible touch.
More over the characteristic for the important presentation such as registration,
convenient location for contact, and professional port Folio which have interest
references.
Marketing plan and services

1 Location
10/7 Moo2, Superhighway Road, Chang Phueak district, Mueang, Chaing Mai 50000
that easier to connect with other place and everyone can see that place.
41
2 production /service
Production /service
Bravo will be communicating the operation system with who want to do

MICE activities. Starting from development concept together by organizer and owner
will consider each factor for support their making decision or using for marketing plan
information, there are
1. Selected local in event by considering the access route to easy or public transport
supports advanced at a time of very fast or not.
42
2. Venue size is ideal conference facilities can accommodate conferencing.

If the venue is support the scale that is advantage.
3. Base services available to support a large number of people as food, beverages,
goods, and logistic.
4. Communications system standard
5. Technology system is high technology and advance for worldwide connecting.
6. Tourism attractions are attractive tourist.
7. To have the people with experience in professional events
8. Good planning and marketing plan to be cautious.
9. Value for money of the attendees.
10. Support events are professional.
11. Instructor reputation.
12. To have attractive program for tourism and agreed to the plan in detail and then
will begin a process of release before the opening. The practice and understanding in
the opening and operating performance during the event summary and various other
services.
43
>Sales forecast and Profit Estimation

Sales Forecast (12 Months) Year 2010-2014
Chiang Mai Brovo Co.,Ltd.
12-month Sale History in 2009 (Baht)
Annual
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Totals
Meetings 102,000 203,000 107,000 111,000 101,200 102,450 100,340 103,050 102,130 102,000 101,260 109,000 1,344,430
Incentives 129,010 121,000 119,100 115,200 122,500 121,700 121,011 102,049 107,170 109,020 102,800 104,510 1,375,070
Conventions 101,780 106,030 103,950 101,903 103,100 103,900 109,000 101,000 125,000 128,000 102,500 213,010 1,399,173
Exhibitions 103,000 109,100 102,000 112,000 109,020 101,630 103,780 110,780 109,002 107,005 106,000 105,010 1,278,327
Total 5,397,000
44

12-month Sales Forecast in 2010 (Baht)
Annual
Meetings 212,000 403,000 107,000 111,000 101,200 102,450 100,540 103,050 104,130 102,210 102,160 108,700 1,657,440
Incentives 143,010 159,000 119,100 115,220 122,520 121,750 121,011 102,049 111,170 109,020 112,800 104,510 1,441,160
Conventions 101,780 106,030 103,950 121,903 103,100 103,900 119,000 101,000 125,400 149,000 131,500 13,010 1,279,573
Exhibitions 213,000 109,100 102,000 112,000 109,000 106,630 108,780 110,780 108,002 106,005 116,010 115,010 1,416,317
Total 5,794,490
45

Annual
Meetings 312,000 503,000 117,000 191,000 181,200 100,850 110,540 105,250 113,130 111,810 115,190 116,700 2,077,670
Incentives 153,010 132,000 105,100 105,220 101,520 131,750 109,011 113,049 141,170 106,020 102,800 204,510 1,505,160
Conventions 100,980 106,030 103,950 121,903 103,100 103,900 119,000 101,000 125,400 149,500 131,500 113,020 1,379,283
Exhibitions 210,050 109,100 102,060 102,000 104,650 107,640 108,260 110,480 108,002 104,205 105,010 113,014 1,384,471
Total 6,346,584
46

Annual
Meetings 392,000 583,000 117,200 189,000 119,200 100,250 110,840 125,250 183,130 119,810 118,190 186,700 2,344,570
Incentives 163,010 142,000 115,100 106,220 181,520 131,950 109,011 115,049 161,170 136,020 162,800 224,510 1,748,360
Conventions 101,980 116,030 103,950 101,903 103,100 104,900 119,000 101,000 125,400 149,502 131,500 113,020 1,371,285
Exhibitions 220,050 119,100 102,060 102,000 104,610 108,640 108,360 110,580 108,002 104,205 105,010 103,014 1,395,631
Total 6,859,846
47

Annual
Meetings 382,000 593,000 117,200 169,000 119,200 100,250 110,840 125,250 123,130 119,810 118,190 286,700 2,364,570
Incentives 193,010 122,000 118,100 106,220 151,520 111,950 144,011 145,049 121,170 141,020 122,800 224,500 1,701,350
Conventions 201,980 176,030 103,950 101,903 103,100 104,900 119,000 101,000 135,400 149,502 161,480 213,010 1,671,255
Exhibitions 220,050 159,100 102,000 112,100 104,510 138,640 138,360 140,580 106,002 104,105 105,000 203,014 1,633,461
Total 7,370,636
48

Annual
Meetings 482,000 613,000 177,200 179,000 179,200 130,250 140,840 115,250 113,130 119,810 128,190 346,700 2,724,570
Incentives 293,010 152,000 148,100 146,220 151,520 141,950 154,011 135,049 120,170 142,020 123,800 321,500 2,029,350
Conventions 201,980 186,030 153,950 121,903 143,100 164,900 109,000 102,000 135,300 149,502 141,480 303,010 1,912,155
Exhibitions 220,050 169,100 192,000 142,100 144,509 138,680 108,360 123,580 112,022 103,105 105,000 303,014 1,861,520
Total 8,527,595
* After the results of market surveys had calculated. The Population who is the target of company's products and services,
Whose opinion are individuals. Both of them are within and outside the company.
49
Marketing Expense
PRICE REMARK
Decorate Expense 500,000
Device Expense 100,000
Design Expense 800,000
All Props Expense 200,000
Pledge of rent 200,000
Bail bond 100,000
Cash 600,000
Registration money 100,000
Row martial 100,000
Ad + Media 500,000
Other 100,000
Total 3,100,000
Project life / depreciation. 3 Years
50
Estimate your operating expenses
Expenses
Inventory Price Remark
Fixed expenses
Rent 35,000 Per/month
Electricity bill. 8,000 Per/month
Telephone bill 5,000 Per/month
Staff salaries 300,000 Per/month
Costs of marketing 100,000 Per/month
- sales.
Depreciation. 50,000
Other 20,000 Such as insurance fees
Total 518,000
Variable costs
Commission 20,000 20% of sale
Total (Month) 538,000

Total (year) 6,456,000
51
Conclusion
Although many countries in Asia are targeting to rape MICE market
share but they considered that Thailand is ready and has the potential to expand
this market too. Especially, when government policies is support aggressive
industry. Travel to Thailand as a tourism hub of Asia, to targeting as a center for
conferences and exhibitions of Asia to Chiang Mai. A seminar and conference
centers show global or World Class Convention and Exhibition Center
International Conference Center building up in the region. If both the private and
public sectors to jointly develop the full potential MICE market is expected to be
robust MICE market trends and can generate revenue in many countries in the
future.
52
Technical Feasibility Study
Production and Operations Analysis
Product Life Cycle
Largely MICE business begins from Business about organized the event.
It only the few companies that work about organized of the event and organize the
seminar. At that time other organizations may be held informally using personnel who
are helping organize together. After that begin to debut of the company about
organized the event. By these companies received particular attention it make other
media companies are turning attention to the business of this type more. So in terms
of business for the event. To start a new trend and almost said that the saturation point
of this type of business but when has starting a business type of MICE occurred, the
words "get event" as just part of business MICE. So this type of business it begin to
grow increasingly, Begin receiving support from sector of public and private.
Operation of MICE business that will begin have activities at larger than the business
about organized the event. Because it make marketing to have both domestically and
abroad and can be coordinated to the other groups, Which will provide operational
easy, In part of activity will have larger, such as exhibiting OTOP, Miss Universe
contest. Government have to support. By create the marketing and give public
relations especially when the unexpected event happens in countries whether it's a
natural disaster and include when have the rebellions. It makes the confidence to
53
enable security, when a trip to Thailand decreased. Resulting in potential growth of

this business will be further increased. The company is also MICE business in the
product lifecycle stage only grow. Given the nature of goods is still in the start-profit
but in future will also be able to increase sales again.
54
Product Characteristics
Our company has many theme parties to serve customers. We have existing theme
parties excellent and create newfangled for customers require. Our company has
brainstorming by professional creative for manage the budget by slogan “Think Big
Small Budget”. But each activities must stay in the standard by use all of quality. Our
professional creative create the plan of theme parties by direct to talk with customers
cause to we have know the way to produce the product. Therefore obviously, our
company practices with customers need for their satisfaction. We are separate our
products in to four group are Meetings, Incentives, Conventions and Exhibition.
Meetings
A Masterful Meeting is well-prepared, well-executed, and results-oriented with a

timely start, a decisive close, and a clear follow-up plan. We use at Leadership
Strategies to refer to a vision of what all meetings should be. Meeting leaders are
ultimately responsible for the quality and effectiveness of their meetings.
the Governing Body agreed that sectoral meetings would be organized for the
following 22 sectors: agriculture, plantations, other rural sectors; basic metal
production; chemical industries; commerce; construction; education; financial
services, other professional services; food, drink, tobacco; forestry, wood, pulp and
paper; health services; hotels, tourism, catering; maritime, ports, fisheries, inland
waterways; mechanical and electrical engineering; media, culture, graphical; mining
(coal and other mining); oil and gas production, oil refining; postal and other
communication services; public service; textiles, clothing, leather, footwear; transport
(including civil aviation, railways, road transport); transport equipment manufacture;
and utilities (water, gas and electricity). In addition, it was decided that two meetings
would remain undetermined so as to permit flexibility of choice.
55
Type of meetings
1. These meetings aim to provide an international forum for the Organization's

constituents in various economic sectors and industrial branches to exchange views
and experience, and to foster a broader understanding of the specific issues and
problems addressed by identifying problems and diverse solutions in different
contexts which might be of assistance to constituents. They also provide the
Governing Body with information and advice regarding matters of interest in each
sector.
2. The Governing Body decided that the output of each meeting may include, as
appropriate, the formulation and adoption of conclusions and resolutions regarding
matters of interest to the particular sector. The value of these lies in the guidance they
provide on the basis of an international tripartite consensus on sectoral concerns for
national and international policies and measures to deal with the issues addressed. The
meetings also provide guidance to the ILO on its future work in the various economic
sectors.
3. When appropriate to the issues under consideration, the Governing Body may
decide that a sectoral meeting shall take the form of a seminar. In this case it also
decides what form the output of the meeting should take. Seminars operate without
standing orders.
56
Incentive
A travel reward given by companies to employees to stimulate productivity.
Conventions
An event where the primary activity of the attendees is to attend educational to

sessions, participate in meeting /discussions, socialize or attend other organized
events.
57
Exhibitions
There is a secondary exhibit component.
An event at which products and service are displayed. The primary activity of
attendees is visiting exhibits on the show floor. These events focus primarily on
business-to-business (B2B) relationships.
Display of products or promotional material for the purposes of public relation sale
and/or marketing.
58
Specification, Feathers, Dimension, Life time
Proven Original Ideas and Creations
A Plethora of Theme Choices
MICE in the north of Thailand
International-level Management
Logistics / Accommodation / Recreation Solutions
Complete Audio/Visual Integration
Online Registration System
Custom Event-related Website Solution
Result-oriented
High-Technology Integration
World-class Team of International Instructors
Tangible Results in Actual Working Environments
Multi-disciplinary Discovery and Improvements
Maximum Safety Practice
Maximum Pleasure. Minimum Hassle
Impressive Entertainers
59
Production/Service Process
Our company creates theme parties by customers require and has existing
theme parties. We practice by standard and dimension. We have service to customers
and consumers who want to know and contract with our company by many
alternatives are Website, Telephone and come to company at Chiang Mai. We are
willing to provide suggestion and serve the service. In the process of party, we has
our equipment in produce the theme parties in every style then have highest quality
and enough to requirement. After we know what customers require. We are manage
the brainstorming for create theme parties through customers require to fastest and
on time. Afterwards, we are present to the customer until customer has satisfied. We
are reserve the place and purchase the product such as flowers, clothes etc. from our
suppliers. Suppliers must have good products and quality standard.
Planning and Preparing
Determine the meeting, Incentive, Convention and Exhibition type, purpose, and
products.
Select participants.
Identify probable issues that need to be addressed.
Develop the proposed agenda.
Select the processes that will be used in executing the agenda, and define the
engagement strategies.
Hold discussions as needed prior to the meeting, Incentive, Convention and

Exhibition.
Select the meeting, Incentive, Convention and Exhibition location, and handle other
logistics.
Prepare and distribute the meeting, Incentive, Convention and Exhibition notice.
60
Starting Meetings
Setup the meeting, Incentive, Convention and Exhibition location, including any
parking boards that will be used.
Enjoy and respect all people
Meeting facilitation is a people business. A desire to help people feel good about
themselves and their fellows is a must. A deep unwavering sense that there is good in
each person is imperative. Good meeting facilitators know at there core that all people
have something to contribute and have a desire to facilitate the giving of individual
gifts to group purpose.
Think quickly and logically
Meeting facilitators keep track of many things simultaneously: the current time
relative to where we are in the agenda, the current question on the floor, issues in
waiting that people expect to be addressed, the order of people being called on to
speak, emerging themes, and a clear sense of what should happen next. In addition to
these mechanical issues, facilitators are also tracking the emotional climate of the
group. No matter how complex and emotionally charged a discussion might be, it is
the facilitator who is expected to be able to say at any moment where the group is in
the discussion and what’s coming next.
Excellent communicator
First of all, outstanding facilitators are outstanding listeners. A good facilitator can
hear three minutes of talk and accurately paraphrase the core meaning in a matter of
seconds. Good facilitators are able to discern simple themes from among a clutter of
details. When a theme is not clear, the facilitator recognizes that and asks an
appropriate question to bring clarity. In addition to being good listeners, facilitators
are excellent talkers. They say things with few words and on point, yet they do so
with respect for the culture and particular lexicon of the group and in ways that don’t
offend but rather engage and inspire.
61
Warmth and trust
Good meeting facilitators recognize that groups are placing much trust in them. They
earn such trust by demonstrating self-confidence, professional integrity, and that they
can be counted on to keep agreements. Good meeting facilitators are consistently
friendly and non-judgmental.
Product oriented
While meeting facilitators dwell in the world of group process, they never loose sight
of the product, the end goal, the reason for the process. When a group gathers to make
a decision, it’s important that decisions get made. These are the products. Good
meeting facilitators are always mindful of the end goal. They are clear on the goals
from the start and don’t lose sight of it. They are constantly pushing, often in very
subtle ways and sometimes in dramatic ways, for tangible outcomes.
Values-based
Good meeting facilitators have certain values. They believe that there is good in every
person. They believe in the value of collaboration. They believe that good process
yields good results. The values and ethics of the International Association of
Facilitators serve as an excellent representation of values held by good facilitators
62
>Location
Our company is locating in 10/7 Moo2,Superhighway Road, Chang Phueak district,

Mueang , Chaing Mai province 50000. 053-0522000, www.Bravo.co.th.
E-mail.info@Bravo.com . It is office building have two blocks and five floors. Have
a lot of area. Have parking in front of our office. Our company rent office building
35,000 baht / month. Our office is in business location.
← In front of our office

63
↑ Inside of our office

64
← The toilet of our office.
← Next to Boulevard
65
>Facility Layout
Our company has office building to direct contract customers. Inside our office have
many facility such as computers, meeting rooms, dining-room, workroom, toilets,
counter, tables, chairs, sofa, or a store for keep equipments and tools.
66
67
68
69
Logistics Management
Our company have 2 types of logistics are Pickup and Container Trucks to
transport equipments to destination or to serve the customer. And our car installation
Natural Gas Vehicles or call NGV for saves cost of logistic for customer.
↑
Pickup
↑
Truck containers
>Facility Management
Our Company has many staff and many equipment to serve to all customers
and when customers want to contact to our company is easy because customers have
many way to contact ex. Internet, Telephone, or come to our company.
70
Pre-ordering cost
No. Details amount Price(baht) total note
1 land and building 420,000 renting 35,000 bath per month
2 Memorandum of Association registration 25,000
office facilities
3 facsimiles+photocopiers 1 7,770 panasonic KX-MB772CX
4 couch 1 6,535 concept LD-09
5 file cabinets 3 3,500 10500 INFINITY LK-5
6 chairs 12 1,299 15588
7 lockers 3 2,650 7950 LUCKY D742
8 matt white 1 1,500
9 projector 1 79,990 PANASONIC PT-LB20E
10 telephones 4 690 2760 panasonic KX-TS520MXW
11 work stations 4 18,000 72000 rocky CALLCENTER
12 safe 1 9,095
13 meeting table set 1 13,500
14 executive set 1 18,150
15 stationery set 1 5,000
16 Logistic 5,000
Total 700,338
71
>Investment Cost
Games Event : rental games.
Nintendo wii Games
2500
Suitable for the event go play real fun and

special interest to people expose to rent with
plasma 42” only 5000

( kod laod faifa )
Rules: are not trying to hit the mobile electrical wire.

price 3,500 bath
Size 80 cm x width 216 cm x thick, high 47 cm.
- Sticker on the back coil width 80 cm x high 82.50 cm.
- Lower sticker Games coil width 80 cm x high 720 cm.

( Matching Games)
Rules (can be rotated): Match box correctly

(may select the product logo. Price matched to
3500 Baht Size 74x185x109 Cm / Sticker on the
box 9.5x9.5cm ink on-ppboard 50x50cm (top).
72

(Pa pong)
Rules: Throw the balloon have more. The rental

(Price 2block) width 65 cm x high 140-160cm x
thickness 10.50 cm Price 3000 Baht / 2Block
float ball 500.
Blockpinball Games
Rules: loose ball to give the box. The award was

based channel.
High 120 x width 150 x thickness 48 cm.

Price 3000 baht.
Removable wheels Games
Rules: Against removing wheels. The key toa

different 2.Who finished off before the winner
(size 2.3x2M).
Price 3,500 Baht.
Spoon tennis game

Rules: spoon ping-pong balls into the hole as
possible.
price 2,000 Baht.
73
Games Limbo Rock
Rules: Limbo rock pass the measure. Or

in time.
Price 2500 baht
Form to playing the Limbo Rock Games.
Basketball shot Games
Rules : shot the basketball into the hoop as most

possible. Size 2x1.12x2.6M
price 4,500 baht.
Games Jigsaw
( with 2 pieces of the same race).
Rules: To pick the software as a given time.Can

change an image as desired.
Price 2500 baht
74
Kick ball game.
Rules of Soccer Ball to True.

High 160 cm x width 100 cm x thickness 11 cm.
Rental price 3000 baht.
Game wheel.
Width 75 cm x high 182 cm x thickness 50cm,

Sticker diameter 60cm.
Rules of the wheel to rotate into the box set.

Rent Games wheel / Price 2500 baht.
Games spoon eggs.
Rules: Use a spoon to scoop egg egg leaves little

chance to win prizes.
Rental price 1500 baht
Game girl fall.
Rules: Indoor ball to target. The young stay

behind to sink.
Rent Games girl fall (1 tank)
price 4500 baht
75
Spoon game fish.
Rules: spoon to fish most of the time

required.
price 5000 baht
Samekla games. ( )

Rules: 3 and rotate the roller ball out pattern to
match.Width 80 cm x high 156 cm x thickness
36 cm. Rotate the wheel a sticker width 20 cm x
high 127cm.
Rental price 3000 baht Samekla games.
Game rifle.
Rules: Shooting the dolls fall / Width 93cm x

high 178cm x thickness 42cm.
Rent games with rifle gun 2 cylinders price

3,500 baht/2block.
Water Bomb Games
Rules: throw the ball into the target (add the

water/powder to float above the rupture )
Price 3,500 baht

76
Games Plane hit.
Rules: Plane hit the next one to get the plane

down to 2000 baht price.
Place a table cloth covered white pages Size
0.6x0.75.
Rules of Golf Plus down hole / Game Rental

Golf Plus. Width 42 cm x high 14cm x thickness
80 cm
Price 2000 baht.
Game Throw the can.
Rules: to fall most canned throw.
Price 3,000 baht
Width 150 cm x high 135cm x thickness 60 cm

77
Furniture :
Podium
Rental the podium. Podium to rent a timber 2500.
- Width 70.5 cm x high 125 cm x thickness

55 cm
- Width 80.5 cm x high 121.5 cm x
thickness 58 cm.
Have 2size same

Rental the table with the blanket
Price 250 baht
The chair with blanket
Price 80 baht.
The table has thickness 1.2m
Price 250 baht.
Rental the lucky draw
Price 1,700 baht.

78
Rental the black sofa
3 seats , 4 seats and 5 seats with the center table
Price 2,500 baht.
Column delimitation
Long 1.5 m. one-to-one
Price 300 baht.
Stream Fan
Rental the fan 26” and fan steam 26 “.

High quality price each 1,200 baht.
Sound System
79
1. The Sound System & Booth + Presentation - We can set your audio device set as
the scale of the budget and needs all your forms. As well as audio equipment brand
new beautiful modern design, high quality easy to use, such as JBL Bose Cerwin-vega
Sound Engineer with exceptional skills serve you.
2. The Stage - the stage musical of all sizes Size audio quality all the services
set up audio from the concert stage as a small size large size. Along with musical
variety you can choose as you like with modern equipment such as
- Mixer 8 Ch -48 Ch Sound Craft Yamaha etc.

- Amplifier Crown Qsc Sound-Standard etc.
- Cross-over Dbx Equlizer Dbx 31 Band Compressor Gate-Limitor
- Speaker8”-18” Mid-High Full-Range Sub-Bass
Lighting system
Light par
Price 300 baht Control +Pack 1500 baht.
Strobe light box price 1,000 baht
Rent Light blind
Rent the light city-colour
4500 baht.
Rent mirror-Ball 2,000 baht.
Rent metal-Hailide 800 baht.

80
Rent the follow light 3,000 baht. ,1200w(

4000 baht. 2500w )
Rent light moving Head
2,500 baht. Controller 800 baht.
Rent sky-Rose, rent Dominator 6,000

baht.
Rent work-Light 500 baht.
Effect System
Rent Paper Shooter rent the shooting paper
Price 1,500 baht.
Rent co2,rent co2 (5kg)
Price 2,500 baht.
Rent the bubble machine
Price 2,500 baht (2 heads)

81
Rent the smoke machine
Price 1000 baht.
Rent Snow machine
Price 2500 baht.
Rent dry ice
4,500 baht. ( Tank 50kg )
2,500 baht. ( Machine )
Rent sky tube Price 1500 baht.
Projector Rental
2000 ansi price 2000 baht.

82
Television 100" price 800 baht.
Plasma Rental
Plasma LCD 42" price 3000 baht.
Plasma LCD 50" price 5000 baht.
Plasma LCD60" price 11,000 baht.

83
Stage (Extra)
Size 2.4*2.4m =4,000 baht.
Size 3.6*2.4m =5,000 baht.
Size 4.8*3.6m =6,000 baht.
Size 4.8*4.8m =6,500 baht.
Size 6*4.8m =7,500 baht.
(free carpet)
Size 7.2*3.6m =7,500 baht.
Size 7.2*4.8m =8,500 baht.
Size 9.6*3.6m =10,000 baht.
Size 9.6*4.8m =12,000 baht.
Size 9.6*6m =14,000 baht.
Size 12*6m =17,000 baht.
Stage decoration
Infrastructure backdrop(steel box)=1500 baht

stretch particular vinyl
produce inkjet indoor with install 400/square

meters.**inkjet particular wood to install **
produce Vinyl with 250/ square meters. on pp-
board calculate added each square meters 150 baht.
84
Roof
Roof top width 4 x deep 3 X high 3 m.
Price 7,000
Roof top width 6 x deep 6 x high 3 m.
Price 13,500
Roof top width 6 x deep 3 x high 3 m.
Price 9,000
Roof top width 7 x deep 4 . x high 4 m.
Price 10,000
Roof top width 7 x deep 7 . x high 4 m.
Price 18,000
Roof top width 8 x deep 6 x high 4m. Price 18,000
Roof top width 10 x deep 6 x high 4 m. Price

21,000
Roof top width 12 x deep 7 x high 4 m. Price

25,000
85
Tent
Rent the white tent triangular of a roof size
3*3 m.
Price 1000 baht.
Size 3x4.5 M Thai style house with a roof

without gables.
Rent the white tent size 4*8 m
triangular of a roof 2,500baht.
curve price 3,000 baht.
Rent the white tent curve size5*12 m
triangular of a roof 3,000 baht, curve 3,500

baht.
Truss
86
Rent the truss for the concert/event/infrastructure/wall light/display/booth size 30x30

cm. price meters each 300 baht, dice 500 baht, plate 500 baht.
balloon
Rent doll airman
price 3500 per one.
wall
price Block each 700 (Size 1.2*1.2m)

87
Balloon arch curve
Width 3m. price3000 baht.
Width 5m. price 4000 baht.
Ash-way, wind inflated arch curve (Pvc)
Pvc 3 m price 3,000 baht.
Pvc 5 m price 4,000 baht.
Added the sticker 500 baht.
Balloon tree
Price 850 baht.
A letter each 1000 baht.

88
Balloon release.
Diameter 3m 18,000 baht. Use 3 days.
Balloon release satin with the name.
1*2m price 4000 baht.
1*3m price 5000 baht.
Sky-Tube air-dancing
price 1200 baht.
price 1500 baht with sticker.
Show
Music band 4-8 picec professional and

the singer.
Price 8000-30000 baht
( depending the style and famous )

89
Set Folk Song Acustic Band more 2

piece
price 3000-10000 baht.
( depending the style and famous )
Magic shows.
Starting 4000 baht.
(depending on the famous and skill)
Performance of art
Starting 1,500 baht (4 actors)
Cabaret show (10 actors)
Starting 7500 baht.
Contempolaly in water price 20,000 baht

90
The comedy show.
Strating 6,000 baht.
Kung fu gymnastics.
Starting 3000 baht.
Robot show
Strating 4000 baht
Booth Truss
Design booth and Mock-up

91
Flag each set 1,000 baht
sale roll up Size 0.8x2 M =1700baht.
Size 0.6x1.6 M =1200
sale X stand with print 650 baht.
Rent pop up or order 4000 baht per set.

92
Finding pretty mc coyotee modelling service pretty mc Coyotee
Mc Pritty. Special price.
Finding mc pretty, finding the actor/actress

93
Other contact
Food and Beverage Nay’s cake

1 piece bekare + water = 15 baht.
Yupa
2 piece bakery 22 baht.
2 piece bakery + orange juice = 28 baht.
2 piece bakery + fruit juice = 35
Hotel Mandarin Oriental Dhara thevi

Daily Meeting Package
THB 2,000 per person
Half Day Meeting Package
THB 1,600 per person
Based on a minimum of 10 persons.
Rates are subject to 10% service charge and applicable
government tax (currently 7%).
Imperial Grand Ballroom
Vimarn Room
Noppakhao Room
Petcharat Room
Parkview Terrance
Poolside
- Hotel Sofitel Riverside Chiang Mai

- The Chedi Chiang Mai
The empress chiangmai hotel
Depreciation Building 5%
Machinery used in R&D Initial allowance of 40% on the
date of acquisition and the residual can be depreciated at the
94
rate in 5%
Passenger car or bus with no more than 10 passengers
capacities. Depreciated at the rate in 5 but the depreciable
value is limited to one million baht
Tax The corporate income tax rate 30% on net profit.

Advertising 2%
Service and professional fees 3 %
95
Operation Management
Charge of Event Organizer
1. Cost 30,000 but not over 69,000 Charge 40 % (Excluding travel upcountry)
4. Cost more than 200,000 Charge 25 % (Excluding travel upcountry)
5. Cost more than 500,000 Charge 20 % (Excluding travel upcountry)
96
Example Boots Show: Omena Collagan of Trident
Details : We have boots made out show in Chiang Mai.

Sale product at boot and we have collected the feedback from customers.
We used MC 1 person and 6 persons of team
Estimate Operating Cost :

Raw material cost
Equipments
- Booth Truss 3*3 m 49,900*3 153.200
- X stand & print 650 baht * 2 1,300
- Poidum 70.50 cm x 125cm x 55 cm 2500 baht*1 2,500
- Table+blanket 250baht*2 500
- Chair + blanket50 baht *4 200
Sound System &Booth+ Presentation 4,900
- Wire microphone
- Speaker
Lighting system
- Power Park per/light 300 baht Control +Pack 1500 baht 1.500
- Strobe lighting 1000*2 2.000
Effect System
- Smoke 1000*1 1,000
- ky tube 1500*2 3,000
Plasma Rental lcd 42" 3000 baht*1 3,000
Decorate of Event 10,000
Product trial 10,000
Rent place 10,000
Games Event 3,500
Total 206,600
Direct Labor Cost

- Pretty per/people 1000baht*3 3,000
- MC per/people 1000baht*1 1,000
- Staff for set booth ( before start 1 day ) 5*180 900
- Staff in event 6*250 (include electronic ) 1,500
Total 6.400
Overhead
staff control Light, Effect 180*4 720
Housekeeping 180*1 180
Rent Generation 5,000
Documents 3,000
Cost of Oil 2,000
97
Cost of Food & Water 2,000

PR 5,000
Each 1,000
Total 18,900
Total 231,900
Commissions 30 % 69,570
Total of Operating Cost 301,470
98
8
Management Analysis
Administration Cost
General Administration 50,000.-/ month
Departmental Administration 50,000.-/ month
Sponsored Research Awards Administration 100,000.-/ month
Operation and Maintenance 40,000.-/ month
Library 60,000.-/ month
Building and Equipment Depreciation 120,000.-/ month
Non-Capitalized Interest 50,000.-/ month
Telephone, Fax, Salary 80,000.-/ month

Total 550,000.-/ month
8
http://www.thaiorganizer.com/index.php?ad_details=yes
99
Aim of Bravo
1. Have expanded quantity of our business not below 10% per year.
2. Increase market share in our business all of provincial area afford 10% within
year 2011.
3. Build our name to customer does remember within year 2011 and search for
new format service before competitors.
4. Have point of research are develop of our product and innovation of our
service for increase our capability in competition obvious.
100
Management Plan and General Bureau.

Organization Structure
Managing Director
Marketing Department General Management Department
Marketing Manager Event and MICE Design and Production Accounting and
Manager Manager Financial
Manager
Work Work Work Work Work Work Work

Group Group Group Group Group Group Group
This organization structure has fourteen employees and contingent workers in

period of we have festivities. Chief executive officer is managing director and has two
executives perform in marketing department and general management department.
Moreover, we have four employees in chief level of four departments are
1. Marketing manager
2. Event and MICE manager
3. Design and Production manager
4. Accounting and Financial manager
101
2. Situation analysis and Planning Strategy
Corporate Strategy Model

(Nine-Cell GE Business Screen)
Strength of business-Competition position
From analysis situation for assign strategy and aspect of organization by use Nine-cell
Model find enterprise in C.B.O network use progress and proficiency strategies
horizontal.
Strategy determination of our company is proficiency strategy horizontal

because our company has been developing form business service of advertising media
and graphics computer. Afterward we have opportunities business because Chiang
Mai province is descried in MICE center then expend products to host in convention,
tourism, etc. we expect we’ll give MICE service complete in year 2011.
Vigorous Moderate Delicate

Progress:
Progress: proficiency proficiency Retrenchment
High
vertical horizontal :restoration

Interestedness of industry
Progress : like two
Constant : not Retrenchment : sell

Constant : break or
middle
change or the some company on

forge considerate
profit is stable mandate

Progress: spread
Progress: spread Retrenchment :stop
Low
business like not

business like group or sell business
group
102
SWOT Analysis
Strengths
1. Our company have executives that expert are experienced about make
public relations, production and structure and administration management.
2. Our company have service several. Customer will have many alternatives.
Our service have quality and punctiliously.
3. Proprietor knows many people in local and has good relativity with MICE
center in Thailand.
4. We have many customer loyalty and they have word of mouth. They
always give work to our company.
5. Location of our company is locate near main street can see easily. Inside
our company has decorated beautifully that is built confidence and good
image for customer.
Weaknesses
1. Fame of our company is known in limit group. Customer in center still
knows few.
2. Our service can be copy easily. We must have employee high capability
for always create new tasks.
3. Sometime, arrange festivity must employ part-time students when students
are graduate or have worked other place. We must train new students.
103
Opportunities
1. Government sector have been promoting whole abroad publicity and Thai
people publicity for Thai people travel in Thailand.
2. Government sector pay large amount and budget to Chiang Mai province a
lot of money in big project. Some project approved money, some project
wait approve and some project presented but wait.
3. Situation unsettled at three provinces of south and natural disaster cause to
tourists aren’t confide in safety result to increase tourists come to the north
of Thailand.
4. Have few big competitors in Chiang Mai province and have difference
proficiency. So, our company has advantage over and use in competition.
5. Have campaign from government sector and private sector by cooperative

of Chiang Mai Municipality and the Chiang Mai Chamber of Commerce
always make conference in problem issue “Chiang Mai Getting Ugly” for
find argument about Chiang Mai begins to are a city at has done not be
attractive already, truth or not and if , there is a signal that true. How are
we will help each other to solve a problem give Chiang Mai can livable?
Threats
1. Be born the rebellion goes to throughout provincial in the world. The
fluctuation of oil price affect to consuming of people make travel quantity
travels of a person decreases.
2. Expenditure money of a consumer decreases observe gets from inquiring
from trade business such as Yee Puar shop, retail shop and big factory at
San Kam Phaeng district.
3. Have new competitors come to our market. Mostly they use price-cuts
strategy.
104
Conclusion
Technical Feasibility is important in Chiang Mai Bravo Organizer. We

launched a fifth-year operational plan for 2009-2013, with the goal of expanding the
country's organizer business or Event by we was emphasized to be leader in organizer
in overall northern of Thailand. The Chiang Mai Bravo Organizer aims to promote
meeting, incentive, and convention and exhibition business both domestically and in
event marketing. "The first priority is to implement a short-term fifth-year plan. In
2009, the Chiang Mai Bravo Organizer has been allocated a budget for the growth
goal .Over the next three years, it expects Organizer business to grow and that the
number of customers will also rise. The Chiang Mai Bravo Organizer will certainly
need cooperation from all parties, including MICE operators and all Thai people who
can support us and warmly welcome our guests from around the in Thailand.
105
Financial Analysis
Estimate your profits
(Rate of MICE Visitors *Grand total of Chiang Mai Visitor)/Number of Organizer in Chiang Mai= Number of Bravo MICE customer
Number of Bravo Customer*Average spending given by TCEB=Total Revenues at bravo
Total Revenues*Operating rate, average rate is 30%=Income per year
5.93% from http://www.oknation.net/blog/miceinthailand/2009/10/07/entry-1

7000 fromhttp://www.scb.co.th/LIB/th/article/ktb/data/k8-37.html
Information from http://www.tourism.go.th/2009/th/statistic/tourism.php?cid=12 OFFICE OF TOURISM DEVELOPMENT
106
Profits/Loss Statement

Income Statement
At December 31, 2009
(In thaibath)
Service
Revenue 17,581,548 17,581,548
Expenses:
Office
Supplies 850,000 850,000
Rent 1,200,000 1,200,000
Salaries 400,000 400,000
Utilities 6,000,000 6,000,000
Tax 1,230,708 1,230,708
Total expense 9,680,708
Net income 7,900,840

107

Income Statement
(In thaibath)
Service
Revenue 15,792,392 15,792,392
Expenses:
Office
Supplies 850,000 850,000
Rent 1,200,000 1,200,000
Salaries 400,000 400,000
Utilities 6,000,000 6,000,000
Tax 1,105,467 1,105,467

108

Income Statement
(In thaibath)
Service
Revenue 19,828,790 19,828,790
Expenses:
Office
Supplies 850,000 850,000
Rent 1,200,000 1,200,000
Salaries 400,000 400,000
Utilities 6,000,000 6,000,000
Tax 1,388,015 1,388,015

109

Income Statement
(In thaibath)
Service
Revenue 18,373,927 18,373,927
Expenses:
Office
Supplies 850,000 850,000
Rent 1,200,000 1,200,000
Salaries 400,000 400,000
Utilities 6,000,000 6,000,000
Tax 1,286,175 1,286,175

110

Income Statement
(In thaibath)
Service
Revenue 19,660,102 19,660,102
Expenses:
Office
Supplies 850,000 850,000
Rent 1,200,000 1,200,000
Salaries 400,000 400,000
Utilities 6,000,000 6,000,000
Tax 1,376,207 1,376,207

111

Statement of Cash Flows
(In thaibath)
Cash Flows from Operating Activities
Cash collect from customer 4907000
-
Cash paid to supplier and employees 2763000
-
Cash paid for other operating activity 1772000
Net cash flow from operating activity 372000
Cash Flows from Investing Activities
Cash paid to purchase equipment and other
assets -206000
Cash received from selling equipment 25000
Net cash flow from Investing activity -181000
Cash Flows from Financing Activities
Cash paid for note payable and other financing -134000
Cash paid for dividends -171000
Net cash flow from financing activities -305000
Net Change in Cash During the Year -114000 -114000
Cash at the Beginning of the Year 1267000
Cash at the End of the year 1153000
112

(In thaibath)
In the statistic of MICE
Cash collect from customer 5250490 bissiness
-
Cash paid to supplier and employees 2845890 the incessantly increase 7%the
-
Cash paid for other operating activity 1860600 same rate plus 3% of O.T.Plus
5% of the same
Net cash flow from operating activity 544000 rate
assets -106000
Net Change in Cash During the Year 114000
113

(In thaibath)
Cash collect from customer 5618024 In the statistic of MICE bissiness
Cash paid to supplier and employees -2931267 the inclecly incress is 7%Than the same
Cash paid for other operating activity -1953630 rate plus 3% of O.T.Plus 5% of the
Net cash flow from operating activity 733127.6 same rate
assets -106000
Net Change in Cash During the Year 283127.6
114
Chiang Mai Brovo Co.,Ltd. 5618024 2

Statement of Cash Flows 0.07
At December 31, 2012 393261.7
(In thaibath) 6011286 3

Cash collect from customer 6011286 In the statistic of MICE bissiness the
Cash paid to supplier and employees -3019205 inclecly incress is 7%Than the same
Cash paid for other operating activity -2051312 rate plus 3% of O.T.Plus 5% of the
Net cash flow from operating activity 940769.8
assets -106000 11
Cash paid for dividends -202000 9
115
Chiang Mai Brovo Co.,Ltd. 0

(In thaibath)
Cash collect from customer 6432076 In the statistic of MICE bissiness the
-
Cash paid to supplier and employees 3109781 inclecly incress is 7%Than the same
-
Cash paid for other operating activity 2153877 rate plus 3% of O.T.Plus 5% of the
Net cash flow from operating activity 1168418 same rate
assets -96000
116
Balance sheet

Balance sheet
(In thaibath)
Assets
Cash 1267000
Account receivable 490000
properry, and
Equipment 939000
Other Assets 1764000
Total Asset 4460000
Liabilities
Account Payable 1649000
Note payable 832000
Total Liabilities 2481000
Stockholders'Equity
Contributed Capital 1638000
Retained Earnings 341000
Total Stockhoders'
Equity 1979000
Total Liabilities and Stockhoders' Equity 4460000
117

Balance sheet
(In thaibath)
Assets
Cash 1153000
properry, and
Equipment 1015000
Total Asset 4511000
Liabilities
Note payable 827000
Stockholders ‘Equity
Total Stockhoders'
Equity 2216000
Total Liabilities and Stockholders' Equity 4511000
118

Balance sheet
(In thaibath)
Assets
Cash 1550128
properry, and
Equipment 1035000
Total Asset 5122688
Liabilities
Note payable 877000
Stockholders'Equity
Total Stockhoders'
Equity 2727688
119

Balance sheet
(In thaibath)
Assets
Cash 2040897
properry, and
Equipment 1075000
Total Asset 5793457
Liabilities
Note payable 936000
Stockholders'Equity
Total Stockhoders'
Equity 3299457
120

Balance sheet
(In thaibath)
Assets
Cash 2762316
properry, and
Equipment 1125000
Total Asset 6694875
Liabilities
Note payable 986000
Stockholders'Equity
Total Stockhoders'
Equity 4110875
121
Financial plan.
Policy accounting and finance.
- To estimate the time 5 years to fund only once.
One year from the project. And no additional investment in the project.
- No dividends over time projects.
-Charges before operating. The expense of preparing to do.
Write all in the first year of the program captioned for the right to use.
Assets will write the time of the rights (if any).
- Cut depreciation will use cutting linear.
Pro forma financial.

Assumptions are related to the estimated financing includes.
- Interest loan program is equal to 10%.
- Price increases of approximately 5% every year while the number of unit’s in.
service increased annually 25% with no income other month 60,000 baht and a.
proportion of sales believe 40% of total sales. The time for credit for 1 month.
- Cost marketing constant throughout the project.
- Cost UPS to provide increased annual 5%.
- Wage and cost of service increased annually 7.5%.
- Costs in managing the increased annually 10%.
- The loan of 800,000 Baht a loan term of 500,000 baht.
Time deferred back 60 months and the amount of circulation of 650,000.
Baht, with the rate of the amount of flow equal to 75% of the amount.
Results of financial analysis.
The estimated financial investment.

- Investment value of its Chiang Mai Bravo Organizer Co. Ltd.
Contains.
Current capital 21,140,167 baht.
Fixed assets 1,150,000 baht.
122
Expenses before operations 400,000 baht.

Total 3,690,167 baht.
- Sources of investment include.
The loans 2,540,167 Baht (68.84%).
Loans 1,150,000 Baht (31.16%).
Analysis of Financial Ratio.
Ratio measure of liquidity or ability to debt service.

The ratio of working capital found. Its liquidity very well since.
First by a ratio of working capital equal to 4.36 times and increased continuously
through.11.68 times in the fifth.
Its ratio of working capital soon as ratio of working capital.
Because asset flow only in cash with trade receivables.
Ratios measure profitability.

Its gross margin is equal to 32.19% in the first year and increased to 57.69%.
In the fifth, this holds that relatively good and consistent with the way business
services program.
The ratio of earnings from operations equal to 8.47 in the first year, which is that
relatively low.
Due to the first project costs before operating deduction equal 320,000 baht.
And sales are also not much. Then profit from operations increased consistently.
Is 48.25% in year five for the ratio of net profit is also equal to 14.26% in the year?
First and increased to 37.17% in year five reasons why Net profit margin higher
margin.
Operations due to its income other year 720,000 baht.

The margin above to see that its rate of profitability is quite good.
Because of increased sales every year. But while costs increased at a rate less.
Than.
123
Rate of return net assets in the first year is equal to 21.75% and up.
Continued. Same rate of return on the shareholders representing 28.80% of.
First year and increased continuously.
In summary, the Company has the ability to profit well. If they can create.
Sales and treatment costs and expenses as estimated.
Ratio measurement performance management working capital.

Its rate of flow of total assets equal to 1.53 times in the first year, which has.
That the criteria better. Because the program can generate sales over assets.
Approximately 1.53 times the ratio of the likely decline continued survival.
0.84 in year five the result from the acquisition are cash volume increased consistently
every year.
This ratio will improve if the management cash surplus.
Ratio measures the ability to pay debt and make additional debt.
Its ability to incurring additional debt in the criteria well. Since the first year there.
Ratio to total assets is only 0.24 and lower only 0.09 in the fifth while.
Ratio of debt to equity, which equals 0.32 in the first year is reduced to just 0.09
same.
For the ability to pay debt is. Projects earnings before interest higher.
Interest expense to 14.13 times in the first year and increased continuously.
Analysis of growth of business and trends.

Overall, companies are likely to grow to continue. Revenue rates.
Growth higher costs and expenses somewhat. As mentioned above in your.
Ability to profit.
Break-even Point.
In the first year of a break sales 5.96 million baht while in the first year has
made. Forecast sales at 7.2 million baht which was that in a relatively secure.
That is, even though sales are down 20% from those estimated. Project can still do
gains.
124
Analytics yield of investment.

Its time pay is in very good is to pay back in time.
Only 22 months and in time the project 5-year rate of return of the company is in the
class.
Great is the company to return a value of current net income (NPV) equal to
13,752,027 baht in discounted 8% and the rate of return (IRR) as high as 76.06%,
while the. Interest loans of as 10%.
Analytics sensitive project (Sensitivity Study).

The company is sensitive to the environment, not much. Although sales decreased
5%. While costs increased 5% program still has time pay 28 months worth now.
Net of equal 9,297,791 baht in discounted 8% and the rate of return.
(IRR) remains as high as 56.00%.
125
Contingency Plan Template
Plan is preparing operational guidance set forth in the case.

Circumstances or results of operations is not as expected or events.
Unexpected occurs. To set for the situation not to damage the business of planning
emergency may be done by analyzing a factor in the failure of interview at managing
bad debt (NPL) of banks, most comments match the business problem will even result
in a debt problem is caused by an error 4 group will use as guidelines in planning
disaster include.
1. If an error in the business are affected by external factors.

• Economic / industry / trade / competition intense.
• Changes in policies of governments / organizations.
• Change purchasing behavior of consumers / consumer.
• Technological change.
2. If errors in business caused by male executives.

• trading over the.
• System is not good management is not good, not performance.
• A change in behavior management.
3. If an error marketing of SMEs that often occur frequently.

• Not understanding the market actually. Forecast demand is not.
Product plans are often a problem dear.
Failed to sell without cause analysis.
• Target sales errors. Target sales are not realistic.
Sales disincentives for sale.
Gain little or losses increase with sales.
• Sales strategy not effective. Promotion of high, but no.
effectiveness. Advertising investment
high without performance high without performance
• Lack of ability in sales No analysis interests of customers.
Employees juggle joints that customer.
The ability of salespeople does not.
126
progress.
• Employee commitment of sales shrinks to. Resignation of sales high.
Policy options to structure wages.
• Management sales activities. Communication of sales and
production does not. production does not Effective
customer has a problem with. customer has a problem with.
Sales because the service is not
good. good. Executives work without
reporting the sale. reporting the sale.
If an error financing of SMEs that often occur frequently.

• Managing customer accounts. Collecting debt and customer repay
delayed. delayed. Control Account. Financial
Services not enough information. Services not enough information.
Not compare performance to goals.
• Decision on Monetary Policy. Investment in production.

To borrow or use money misuse the liabilities.
Short- term to invest in assets. Permanent.
• Using funds from the owner. Policy dividends and other errors cause problems.
Between partners.
• Asset management flow. And cash flow anticipated errors.
127
Plan disaster this will be made to improve action plans (Action program) for example.
1. Symptoms of the problem. Cash Flow lack liquidity.

Cause collecting receivables not allow lack of liquidity.
Action 1. Make plans collection clear. And find those
responsible. Collection directly. And highly
targeted and if. Necessary may enhance liquidity.
By contacting your bank credit line. Increase.
2. Consider margin products, lower than the target
and not an offer. In the next month.
Management, procurement, materials. Based on
the received Credit term in the case of raw
materials. Expensive purchases must provide
authorization from the executive. High before.
2. Symptoms of the problem. Income is not as expected.

Cause unknown evident.
Action 1. Marketing research about products and services.
To determine why the consumer should not buy
goods and services. And the results from research
to improve products and. Services.
2. Consider that service. Consistent with.
Consumer demand or not. Especially if the
product does not match.
Needs of consumers. Companies need to improve.
products to meet the needs of consumers.
3. Analyze why goods can not be sold as estimated
of them by a data analysis of market conditions
overall compared sales of the company.
128
Risk management
External environment risk
Thailand has recognized that a class should begin to see the world of a surfing
trip, entertainment, leisure (leisure tourism destination), but in the current context
flow of intense competition. Due to circumstances both travel a lot of obstacles.
Natural disasters and terrorism, while many countries have a competition. National
policy. To create the country's MICE industry to his compete globally. Tourism
operators in the MICE industry is the group.
Thai government to build competitiveness (Competitiveness) is like much.
MICE industry in Thailand is likely. In line with growth tourism is the main market
focus volume. However, tourists from the region Asia will be. Around 2-3 percent a
year cycle depending on economic conditions and the popularity destination and
period of stay is short, but just 3-4 on the MICE market. Market is sustainable from a
culture western bar on travel tourism different. Time travel longer and spending more
than needed the higher level of service and customer focus to this group more. In
economic terms found Northern Economy in the first half of the year 2548 by the
consumer slowdown. Private investment and private sector export growth rate to slow
down. Services and likely slowing down. Although in previous visitors to the Thai.
Visitors and some change travel plans to replace the North's problems unrest in
southern provinces. But oil prices has risen result. guests of the hotel rate decreased
only 40.9 per cent compared with 45.2 percent in the previous year number of
passengers through the airport increased 7.4 percent, slowing from a rate of 2547.
Which expands from the inception of the low cost airlines.
Political
Government Regulation
The Government recognizes the important business of the Alliance can not
help business development and other important countries of Thailand, a country that is
appropriate for a host of international conferences. The Government approved the
establishment of TCEB. In a Public Organization in a major agencies in developing
and promoting marketing conference and exhibition tourism award (MICE) in
Thailand to generate income from tourism to the country level. Chiang Mai Bravo
129
Organize high, so it has been collaboration with the Thailand Convention and
Exhibition Bureau (Public Organization , TCEB) as well TCEB one stop service made
to accommodate both services. And a collection of data related to industrial France.
And regulations. Process of government. The service was launched pilot TCEB one
stop government service center service center coordinate government-focused
comprehensive coordination with government agencies to facilitate carrier not France.
TCEB launch new services to MICE CLINIC knowledge consulting rules.
Regulations related to conferences and trade shows. And coordination with
government agencies related to business operations in Thailand no Alliance flexible.
This is one example of government services to support business is going well. And
there are many agencies to support the Alliance does business as TAT, BOI, DEP,
DIP, MFA, TICA etc. Chiang Mai Bravo Organize is cooperation and support from
the government as well in all areas and allowed development to a more professional
long.
Special tariffs and taxation
Once before tax and customs are difficult to contact the Alliance does
business, such as when the show floor where we need to bring the piece to show the
major countries. Through the Customs Department is very slow and difficult. But now
this year as National. To set up working groups with the Customs Department in the
appointment of working groups to resolve the issue of bringing into conference and
exhibition. To import goods used in business operations not by the Alliance is to
quickly and easily result in Chiang Mai Bravo Organize the ease of doing business
even more.
Economies
Current world economic conditions. Considered in the recovery period.
Because every country around the world are adjusted for a severe economic slump.
Reducing interest. To stimulate the economy is the way other countries experiencing
serious adopted a suitable private sector investments to take this opportunity to
remove start investing in businesses.
Thailand in the past. The crisis is reasonable. Which caused problems.
Whether the global economic slowdown. Political problems. And stability of
government. Including issues of investor confidence. Resulted in the country's
economy straight down horribly, however, considered Thailand's economy. I tend to
130
have faster recovery. Because the government to resolve the issue. And economic
policies are driving fast. Whether a policy loan. To add to the economy. And the
importance of driving. Thai budget strong. Which resulted in investment in many
industries. Including the investment is consistent with the construction business MICE
International Convention Center in Phuket and Chiang Mai. MICE business of
government support is considered to be the. Because this is the type of group tourists
or visitors quality Business Traveler a unique growing very interesting group of
visitors do not lose the general known as a tourist type and Leisure Traveler is if the
economic numbers of MICE business is considered a high market value and estimated
annual growth of nearly 50,000 in the general overview of the MICE industry in
Thailand is also a range. Likely to grow in a well. The rate of increase of business,
averaged over 20-30% and will likely continue to grow continuously. The government
focus on this type of business. Considered cost-effective investment indeed. Along
with Thailand. International Convention Center already has the 5 of. In Bangkok is
center Queen Sirikit National Convention. Exhibition Center and International
Conference on Bangna Bangkok Royal Paragon Hall on NC. Exhibition and
Convention Center, Impact Muang Thong Thani pack and another country is
international convention center honor. Prince of Songkla University. The creation of a
new hall in the region.
A major tourist attraction of the two countries underscores the Business
Tourism MICE perfectly. Both provinces. Are deemed ready to serve tourists in this
category. As a province with many hotels serve. And attractions that are popular in
the world. If you are finished will result in economic growth. Not only in the
province. But also to the overall economy of the country, another important part. That
will develop MICE tourism in the project. Visitors come to support this business,
especially in Chiang Mai. Whether to open the airline directly into a 5-6 Mai airline.
Or driving. Health "hub Medical Health Care," along with a city popular in the world.
Is to serve the city of Chiang Mai is certainly MICE.
131
Social
Languages
The standard Thai language is used as the official language of the province,
but the northern dialect, including several different variations (particularly amongst
the various hill tribe groups) is more widely spoken among the local people.
Languages risk is some populations can not speak to government. They speck
the language in the city. It is difficult to communicate, so risks in business.
Population
9
Chiang Mai has a total population of 1,666,024 people separate male 818,958
female 851,066 people who average density 83 persons / sq.km. (Data on 11 March
2552) of public space high. A total of 312,447 people scattered in 20 districts have
different tribe and 13 people who share a race 7 race include Karen hill tribe Hmong
Emie Union (rib) R. galangal (Aikga) La Hu (Moesa) Lisa (Lee Soo). Force of
229,382 people, and revealed a minority group, including 5 piece molding of Selected
Chinese Shan Tai and other good people total 34,022.
Origin to the Chiang Mai Province has many population that are living race of
the multiple. It cause more multicultural such as language to communicate, different
about couture. Also, have problems about citizenship. There is not one of the
province's population. Cause not confident about the investment. There are risks to the
business.
Envelopments
Chiang Mai is located between latitude 17°N and 21°N, with Myanmar as its
nearest & largest northern neighbor. The total land area that Chiang Mai Province
covers is 20,107square kms & is the second largest province of Thailand. Based upon
the 2007 recorded population for the province of 1.65m people there are on average
82 people/km².Around 69% of the total land area of Chiang Mai Province consists of
mountains covered with Jungle. These areas are mainly located to the north of the city
of Chiang Mai, these mountains form the sources of several rivers and streams which
9
http://en.wikipedia.org/wiki/Chiang_Mai
132
provide the water necessary to Chiang Mai's agriculture existence. The largest and
most important river is the Mae Ping, which flows along for 540 kms from north to
south eventually merging into the Chao Phraya River, which flows through Bangkok .
The highest mountain peak is Doi Inthanon, at 2,575metres above sea level, which is
also the highest point throughout all of Thailand.
The risks about topography are Chiang Mai is a city that is near Myanmar. A
country is not peaceful. The time of the disturbance is. There are also problems on
border with Thailand to fight between the borders. A vexatious affects our business
results. Chiang Mai is a city far from the capital Bangkok. Although, convenient
transport roller standby, but far from the distance about 555 km away when the
emergency happens. It is difficult to support from the government.
http://www.visit-chiang-mai-online.com/general-demographics-chiang-mai.html
Air pollution
Air quality in Chiang Mai often remains below recommended standards with
fine-particle dust levels reaching twice the standard. The northern center of the
Meteorological Department has reported that low-pressure areas from China trap
forest-fire smoke. Chiang Mai’s air quality has been steadily deteriorating over the
past ten years. This is, in part, seen in cities that attempt to increase economic growth
without considering the environmental impact. The city is often shrouded in smog.
One of the sources of particulate matter pollution in Chiang Mai is the prevalence of
burning in the city, with cremations, or burning off garbage, forest fires or vehicular
emissions. Added to that are dusts raised during building and excavations. Chiang
Mai’s problems are exacerbated by the fact that the city is located in a natural bowl
that results in the same air being recalculated, picking up more particulates every
time. This is the rich about air pollution that affect to our business. Internal
organization, the fog and smoke effect to employees will work less, their jobs are
ineffective. Moreover, they will have a bad health, such as respiratory disease. It
effect to both in body and mind. External organization is when happen about fog and
smoke, our visitors will visit at least. Investment will be held, our jobs will less about
trade show, meeting, convention, exhibition, ect, will enable lower income less. It is a
direct impact for out business.
133
From :http://en.wikipedia.org/wiki/Chiang_Mai
Technology
In terms of technology. Contribute to this business. Whether it's contact.
Suppliers contact with customers or by making services more efficient more easily
and more quickly Convention and Exhibition Bureau (Public Organization, TCEB)
increased financial market through the New Media or other digital media around the
world on a 40% emphasis on marketing website Network Associates Commercial
Banking a phase. Bush blocked a Bis Potter and U Tubes from the same year as the
National. no marketing budget is no reason to TCEB. MCOT extract. the main partner
GTO. MCOT it. Communication is the largest of Thailand. And a state enterprise
under the supervision of the Prime Minister. In addition to television stations. Modern
Nine TV, Channel 9 MCOT. Also operates 63 radio stations across the country and
the Thai news media services via website www.mcot.net Grand View items back
HiPTV clips and other services. On many online. And breaking news via mobile SMS
MCOT Xpress system MCOT 1 satellite television channel MCOT 2, as well as
satellite television to the people of ASEAN ASEAN TV.
TCEB Believe that. Traditional media is an important mechanism that allows

travelers the market growth in Thailand, not France was approximately 25% more
than in 2553.
The Five-Forces Model of Competition
New entrants

Supplier Revalry among Consume
Competing firms
r
substitutes
134
Rivalry among competing firms
When analyzing characteristics. And violence in the competition showed that

even business are operators. Related to tourism in Chiang Mai, but a number.
Now businesses can operate in the MICE industry, and infrastructures.
Potential in Chiang Mai. Because there are very few business types. This is business.
Covering the muscle width. And need to share revenue from customers large
proportion of the high. Who will operate this type are essential in Chiang Mai must
have good relationships with major customers, the majority would be so central.
Business is just business to start into this business and operations to compete more
centrally competition. Local business. may say that the competition of business in
Chiang Mai is also less serious, but a competitive group will be hosting a business
event (Organizer). It is new. To operate this type more. The opportunities from
expanding product category. (Diversification) of the other groups, such as contractors,
publishers. Or exhibition. The Chiang Mai have been hosting business events
(Organizer). major income less than 10 the rest will be retail with a small business.
Supplier
Because the demand for factors of production has increased from the.
Visitors come to Chiang Mai up every year the number of operators. Ownership of
factors of production is also increasing. But add in the proportion of more than a
memory visitors who came by selling factor for MICE business, including housing
RAM. Food and beverage. Business entertainment business. Tour guide and business
products. And souvenirs. Transport and logistics business as well as recipients in job
creation. Place or who rent equipment, including various enabling factors of
production of certain types excess occurs. There is a very competitive because of this
bargaining power. The sales factor is low.
New entrants
Access for new entrepreneurs can enter easily because it has no control law for
this particular type of law is just connected only. But as businesses are emerging from
the newly graduated or operators a new experience in the advertising less. Which
135
happens a lot every day, some are not listed companies but together as a group of
people. Then get the job done. The charge lower because not must pay, such as
multiple taxation charge of marketing.
In addition to its retail operations into new business. It also has major operations.
Other activities. But increased its production line itself. Business to be organized.
More work also.
Buyer
Bargaining power of buyers is considered a moderate means that buyers will.
Call the company is organized to provide work. If customers are pleased with the
proposed model will use their respective companies. If the customer the impression
that the company may be working as an effective or a good relationship to each other,
then it will use continuous service and will continue to tell the other customers too, so
if. Business to build trust. And confidence to customers. There will be a customer.
Brand loyalty.
Substitutes
Replacement of MICE products also cannot see out the concrete clear but may
have to change the way the new services will be issued to such EMICE. Or the
conference call over the Internet (Tele conference) to play a role. Or more may use
the Internet distribution channels such as more e-tourism etc.
136
Conclusion
The Chiang Mai Bravo Organizer Co, Ltd. is the business concern about
MICE or the special event. We’re design, create and organize for cooperate. We make
meeting to be more than to launching new product, or learning something. We use the
knowledge that we have learn to make every even run smooth. For example service
operation, Project Feasibility and MICE management and we have specialist to create
theme to foreword attendee’s expectation by equipped potency of Chiang Mai
Thailand; where there is distinguish about civilization and also still be natural in the
one place.
Chiang Mai Bravo Organizationwill manage many jobs, such as
advertising, advertising media, interior decoration, floristry, meeting, incentive,
convention, exhibition, etc. Our jobs emphasize about quality of service, do not the
quantity of jobs because service is the most important in this business. Target Group
are customers general that a both of government sector institute and private sector.
Size of target market is targeting the business is set forth. With customers in the
Chiang Mai. Advantages of competition are the owner and partner is famous person.
We have a good connection that is the advantage of our company
We create the good things to the customer. Our works are very efficiency and,
we try to create work different from competitors. We want to be a professional
organization in MICE business. Our company will be growing up step by step.
137
The estimated financial investment.

- Investment value of its Chiang Mai Bravo Organizer Co. Ltd
Contains.
Current capital 21,140,167 baht.
Fixed assets 1,150,000 baht.
Expenses before operations 400,000 baht.

Sources of investment include.

The loans 3,690,167 Baht (100%).
Analysis of growth of business and trends. Overall, companies are likely to grow to
continue. Revenue rates.
Growth higher costs and expenses somewhat. As mentioned above in your.

ability to profit.
Break-even Point.
In the first year of a break sales 5.96 million baht while in the first year has
made. Forecast sales at 7.2 million baht which was that in a relatively secure.
That is, even though sales are down 20% from those estimated. Project can still do
gains.
Analytics sensitive project (Sensitivity Study).
The company is sensitive to the environment, not much. Although sales decreased
5%. While costs increased 5% program still has time pay 28 months worth now.
Net present value 9,297,791 baht in discounted 8% and the rate of return.
(IRR) remains as high as 56.00%.
138
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140
Appendix
141
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460/29 Chiangmai Land Soi 5, Chang Klan,
KNEJbCE= KW@RFXY NOH. Muang, Chiangmai 50100
120/12 .5 S.YJGFYGR G.KVGF O.KW@RFXY 50000
KNEJbCE= NOH.
KNEJbCE= IARD_J? NOH. Brain Park Co.,Ltd. 460/29 Soi 5, Chiang Mai
Land Village Chang Klan Road Chiang Mai 50100
Thailand
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G.KVGF O.KW@RFXY 50000
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O.KW@RFXY 50200
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Muang, Chiang Mai 50100
142
Every year growing numbers of travelers discover Thailand is a fun place to visit. In
2001 the number topped 10 million, an increase of 5.82% over 2000. While only
about 5% of these visitors represent the MICE market, that too is showing remarkable
growth.
Why are so many MICE delegates focusing on Thailand? Because it is an exotic,

hospitable and friendly destination, with a growing reputation for hosting exciting,
well-run and successful MICE events. Most importantly, they come because Thailand
offers a vastly different and enjoyable experience.
With the advent of five international standard convention centers, superb hotel
accommodation with their own meeting facilities, plus a growing number of
experienced PCOs, event organizers and DMCs, Thailand is becoming an attractive
meeting and conference destination. The International Congress and Convention
Association (ICCA) currently ranks Bangkok 23rd and Chiang Mai 75th most popular
destinations for international meetings.
Incentive travelers, on the other hand, find the excitement and surprises they crave for
a memorable experience – from pristine beaches and tropical islands, to dense jungles,
elephant treks and soft adventure, plus myriad theme dinner opportunities in the most
unusual places.
If that’s not enough to entice you, here's 10 extra good reasons why you should bring
your MICE event to Thailand:
• Access - Bangkok is a regional aviation hub, served by 60 international airlines on a
daily basis. Wherever you are in the world, it is easy to get here.
• Accommodation - A superb range of hotels and resorts at the major MICE
destinations of Bangkok, Phuket, Chiang Mai, Pattaya and Hua Hin, with service and
room rates that are hard to beat.
• Activities - A never-ending array of social activities from visiting temples and
palaces, jungle trekking on elephants, luxury spa programs to stunning theme dinners
in old houses, on beaches, or among World Heritage ruins.
• Cuisine - Marvellous Thai food, tropical fruit, and many international cuisines are a
143
big plus for conference banquets, theme dinners and other dining options.
• Culture - A unique blend of art, music and dance, of temples and palaces, or friendly
people and ethnic hilltribes, means wherever you go in the Kingdom you enjoy a
quintessential Thai experience.
• Destinations - So much exotic scenery for pre and post tours, from tropical beaches
and islands to jungle treks, amazing Khmer ruins, and hilltribe villages.
• Hospitality - Thai hospitality is legendary. Service is always friendly, with that
unique Thai smile and grace.
• Professionalism - Staff working in the MICE industry have considerable experience
at staging well-organised, stylish and popular events.
• Safety – Thailand is a politically stable, Buddhist nation where peace and
friendliness are a way of life, and guests enjoy a safe and enjoyable visit.
• Shopping - Bangkok is the shopping center of Asia, with brand name goods,
designer labels, high quality jewelry and inimitable silks, all at highly competitive
prices. While northern Chiang Mai is the undisputed center for remarkable
handicrafts.
Most importantly of all, Thailand offers great value for money, from deluxe hotel
rooms at discounted rates to inexpensive dining, transport and shopping. Your MICE
budget will certainly go a very long way
From
http://www.tica.or.th/newweb/why_thailand.php
144
Organizer list in Thailand
Chart Title
200
180
160
140
120
100
80
60
40
20
0
Bangkok Chiang Mai Phuhet Nonthaburee Pathumthani songkhla
Bangkok 183
Chiang Mai 9
Phuhet 1
Nonthaburee 2
Pathumthni 3
Songkhla 4
From : http://www.thaiorganizer.com/index2.php?organizer&lang=en
145
146
10
10
http://www.tceb.or.th/about-us/tceb-intelligence-center/mice-reports.html
147
Profile of group member

148
Personal Details
Name: Mr.Teechat Somboon

Date of Birth: October 16th, 1987
Age: 22 years
Marital Status:Single
Bloods Type: O
Weight, Height: 69 kg. , 185 cm.
Nationality: Thai
Religion: Buddhism
Permanent Address: 77/1 Moo 1, Tumbon Takhanun,
Ampour Thongphaphum, Kanchanaburi 71180
Telephone Number: 083-4449191
E-mail address : sud_teen_na@hotmail.com
Hobbies: Surf the internet, Listen the music, Read magazines,
Play Rugby.
149
Personal Details
Name: Miss Rossukon Sang-a-run

Date of Birth: June 22th, 1988
Age: 22 years
Bloods Type: B
Nationality: Thai
Religion: Buddhism
Permanent Address: 68 Soi 10 Saiburee Road, Tumbon Boyang,
Ampour Muang, Songkhla 61000
E-mail address : aea_vivache@hotmail.com
Hobbies: Search on internet. , Watch the movie. , Listen to music,
Swimming , Dancing.
150
Personal Details
Name: Miss Chat-hathai Aramrueangniti

Date of Birth: October 20th, 1987
Age: 22 years
Bloods Type: B
Nationality: Thai
Religion: Buddhism
Permanent Address: 76/23 Terbsiri Road, Tumbon Uthaimai,
Ampour Muang, Uthai thani 61000
E-mail address : salapoa_pan@hotmail.com
Hobbies: Search on internet. , Watch the movie. , Listen to music,
Play Tennis.
151
Profile
Personal Details
Name: Miss Souwapa Tienwong

Date of Birth: October 1ft, 1988
Age : 21 years
Bloods Type: B
Weight, Height : 48 kg. , 158 cm.
Nationality: Thai
Religion: Buddhism
Permanent Address: 333 Moo 1, Tumbon TaSood,
Ampour Muang, Chiang Rai 57100
E-mail address : souwapa_@hotmail.com
Hobbies: Search on internet. , Watch the movie. , Listen to music.
152
Personal Details
Name: Miss Oraphan Thongnoy

Date of Birth: April 24th, 1988
Age: 21 years
Marital Status: Single
Bloods Type: A
Nationality: Thai
Religion: Buddhism
Permanent Address: 4 Maliwhan Road, Tumbon Phanokoy,
Ampour Phokadung, Loei 42180
E-mail address : to_mydream@hotmail.com
Hobbies: Play hi5, Reading the book, Listen to music.
153
Personal Details
Name: Miss Sudaphich Chirasukon

Age: 20 years
Bloods Type : A
Nationality: Thai
Religion: Buddhism
Permanent Address: 80/27 m.2 Phetkasem Road, Hnongkangploo,
Hnongkheam, Bangkok 10160
E-mail address : hmuhwan_eiei@hotmail.com
Hobbies: Search on internet; Watch the movie, Listen to music,
Chat MSN, Read a novel.
154
Personal Details
Name: Mr.Ampon Kordhkam

Age: 21 years
Marital Status: Single
Bloods Type: B
Nationality: Thai
Religion: Buddhism
Permanent Address: 333 Moo 1, Tumbon TaSood,
Telephone Number: 080-135-8823
E-mail address : Golfger@hotmail.com
Hobbies: Surf the internet, Listen the music, Read magazines.
155
Personal Details
Name : Miss Chawanluck Chatchawarat

Date of Birth : November 19th, 1987
Age : 22 years
Marital Status : Single
Bloods Type : B
Weight,Height : 52 kg. , 160 cm.
Nationality : Thai
Religion : Buddhism
Permanent Address : 106 Moo 11, Tumbon robwiang,
Telephone Number : 086-6560076
E-mail address : chawanluck_c@live.com
Hobbies : Search on internet. ,Go to see the new place.

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1

Nowadays MICE business has been promoted by government. Chiang Mai

Chiang Mai Bravo Organizer. Co.Ltd.

Size of target market

advantage of our company

Limit overdrafts / tickets PN. 650,000 Baht

Objective for loan

Time for return = 1 year and 10 months.

Investment Rate of Return

Chiang Mai Bravo Organizationwill manage many jobs, such as

Overview of Chiang Mai Bravo Operation Management Activities

Restaurants & Entertainments, Tour Agents, Shopping Centers, Transportation &

Situation of MICE industry

international airport in Bangkok, Suvarnabhumi International Airport, in September

MICE Industry Projection

MICE industry and Government supporting

Possibility analysis of MICE business

About MICE service

Our MICE services include:

- Unique meeting, incentive, conference and event programs (MICE)

Why choose Chiang Mai Bravo?

- Your one-stop-shop for complete all-around service in North Thailand, Burma

Team building Event

- Increase team efficiency & decision making

Indication of our business

Vision, Mission & Objection

Chiang Mai Bravo Vision

4 Reinforce the good relationship whit the customer.

5. Create the good organization toward the learning organization.

customer and repeated buying

within year 2011

4. The direction of research, Product development and innovation way to

provide additional capacity in the competition clear

Market Feasibility Study

Political: Government supporting for MICE

Social & Environment

If you need to know about Thailand. the strength (strength) several

In addition, travel to conferences or seminars in Thailand's. MICE tourist groups only

3) Level 3 (Tertiary Benefits) is a remainder interest accrued (Multiple Interests) of

Social conditions, Culture, Technology, Economy, Political Law. and

• In terms of technology it contributes in this business whether it's contact with

your imagination. We are the best contemporary organizer. We are a professional

Matrix TOWS (The TOWS matrix for strategy formulation)

The strength and weakness.

From 2 markets including nation market and domestic market, we can

T: Target Market Analysis

Income from tourism in 100% 11,709.00

Proportion of MICE 48% 562.03

• To do IMC (Integrated Marketing Communication) for create both

. Marketing Mix 7P’s

Product/Service Divided into 3 product lines.

Price Use Premium Pricing strategy.

Promotion Use both Advertising and do Promotion.

Process Set standard of creative and to operating

The details of marketing mix.

Service line Type of service

group 1 host of event Event Concept

Group 2 decorate facilities Decoration

Group 3 create meeting, convention, and Seminar Conference

Food and Beverage

Marketing plan and services

Bravo will be communicating the operation system with who want to do

2. Venue size is ideal conference facilities can accommodate conferencing.

Samekla games. ( )