PUB&PUB&PUB Ltd.

Project Feasibility and Evaluation, MAE FAH LUANG University, 2010
BA HU BA HEY GROUP 0
Preface
PUB & PUB & PUB that does business in Chiang Rai province, Chiang Rai province
is a center of community development and has many attractive places where traveler wants to
visit. PUB & PUB & PUB is a pub and restaurant with fish spa that serves a high quality of
product and service to customer because they would like to make an impression and
satisfaction to the customer for becoming a loyalty of brand.
This project has applied to be feasibility, it might be benefit for investment of
entrepreneur on running the business in Chiang Rai. The team apologizes for any mistakes in
this report.
Group members
Mr.Wichapon Sakam
Mr.Withan Jaiban
Miss Supawadee Chaiwang
Mr.Eitsarapong Sanachai
Mr.Peerapong Thongwang
Content
Chapter 1 Introduction ............................................................................................................................ 5
1.1 Background and Significance of the Project ................................................................................. 6
1.2 Project Objective ........................................................................................................................... 7
1.3 Benefits of Project......................................................................................................................... 7
1.4 Activities/Time Frame .................................................................................................................. 8
Chapter 2 Industry profile ....................................................................................................................... 9
2.1 Nature of Pub and Restaurant ..................................................................................................... 10
2.2 Situation of Pub and Restaurant .................................................................................................. 14
2.3 Product and service ..................................................................................................................... 15
2.3.1 Product ................................................................................................................................. 15
2.3.2 Service .................................................................................................................................. 17
2.4 Vision .......................................................................................................................................... 19
2.5 Mission ...................................................................................................................................... 19

2.6 Strategy ....................................................................................................................................... 20
2.6.1 Corporate level ..................................................................................................................... 20
2.6.2 Business strategy .................................................................................................................. 20
2.6.3 Functional strategy ............................................................................................................... 21
Chapter 3 Marketing Feasibility ........................................................................................................... 23
3.1 Marketing Analysis ..................................................................................................................... 24
3.1.1 General Environment Analysis ............................................................................................ 24
3.1.2 Competitor analysis.............................................................................................................. 26
3.2 STP Analysis............................................................................................................................... 36
3.2.1Market Segmentation ............................................................................................................ 36
3.2.2Target Analysis ..................................................................................................................... 36
3.2.3Position Analysis .................................................................................................................. 37
3.3 Marketing Mix Strategy .............................................................................................................. 37
3.3.1 Product and Service Strategy ............................................................................................... 37
3.3.2 Price Strategy ....................................................................................................................... 40
3.3.3 Place Strategy....................................................................................................................... 40
3.3.4 Promotion Strategy .............................................................................................................. 41
3.4 Sale forecast/Profit estimate........................................................................................................ 42
3.5 Marketing Expense (sale incentive) ............................................................................................ 55
3.6 Conclusion in market feasibility ................................................................................................. 64
Chapter 4 Technical Analysis ............................................................................................................... 65
4.1.1 Product and service characteristics ...................................................................................... 66
4.1.2 Service Process .................................................................................................................... 72
4.1.3 Location ............................................................................................................................... 72
4.1.4 Factory Layout ..................................................................................................................... 74
4.1.6 Facility management ............................................................................................................ 81
4.1.7 Equipment and supplies ....................................................................................................... 82
4.2 Cost of investment ...................................................................................................................... 99
4.2.1 Pre-Operating cost................................................................................................................ 99
4.3 Investment cost ......................................................................................................................... 105
4.3.1 Equipment and Tools ......................................................................................................... 105
4.4 Management Analysis ............................................................................................................... 118
4.4.1 Organization Management ................................................................................................. 118
4.4.2 Organization Chart ............................................................................................................. 119
4.4.3 Administrative cost ............................................................................................................ 128
4.5 Technical Feasibility Conclusion .............................................................................................. 135
Chapter 5 Financial Analysis .............................................................................................................. 136
5.1 Income statement ...................................................................................................................... 137
5.2 Balance sheet ............................................................................................................................ 142
5.3 Cash Flow ................................................................................................................................. 147
Chapter 6 Risk Analysis...................................................................................................................... 152
6.1 Risk Analysis ............................................................................................................................ 153
6.1.1 External force ..................................................................................................................... 153
6.1.2 Internal force ...................................................................................................................... 155
6.2 Conclusion of risk management ................................................................................................ 162
Chapter 7 Summary ............................................................................................................................ 163
7.1 Summary of project feasibility study ........................................................................................ 164
Appendix A ......................................................................................................................................... 167
Chapter 1 Introduction
1.1 Background and Significance of the Project

Today, Chiang Rai is a traveler‟s paradise, endowed with abundant natural attractions and
antiquities. Recently tourism has boomed in Chiang Rai, where visitors have come to explore
the pristine natural beauty of the countryside and immerse themselves in the indigenous
culture, including those of a variety of different hill tribe communities. Fortunately for
tourists, Chiang Rai is also a center for community development projects, helping rural
villagers develop their attractions without adversely affecting their natural and cultural assets.
Team decided to build up Pub and restaurant in Chiang Rai, with a Fish spa, because of
Chiang Rai province has many attractive places where traveler wants to visit it.
Fish spa is more interested in Chiang Mai. Nevertheless, we think that Chiang Rai has
many attractive places as Chiang Mai, so the service will be interesting and attract many
customers in Chiang Rai who want to relax for their work. Fish spa is footing therapy. Fish
will nibble at customers‟ foot and it is not dangerous to customers absolutely.
Trend of Pub and Restaurant business is highly growing although the government
established the policy for reducing and abstaining alcohol but Thai people still drink alcohol
until being 5th ranking alcoholism of the world and Chiang Rai is the 3rd ranking alcoholism
of Thailand. (Srikum, 2007)Page 44
The Growth of Pub and Restaurant Business in Thailand
The Growth of Pub and Restaurant Business in Thailand (Year 2004- 2006)
Description 2004 2005 2006
Growth Rate of Gross domestic product (GDP) 5.0% 5.0% 5.0%
Sale volume of Pub and Restaurant (Million) 253,602 272,622 293,069
Table 1.1: The Growth of Pub and Restaurant Business in Thailand
Sources:
http://www.tourismthailand.org/where-to-go/cities-guide/destination/chiang-rai
http://northernthailand.com/a/en/spa-and-massages/80-fish-spas-in-chiang-mai.html
1.2 Project Objective

1. To study and understand customer behavior to analyzing project feasibility.
2. Find out factors which are impacted both positive and negative to the business.
3. To summary the feasibility of Pub and restaurant.
4. To study risk taking of Pub & Restaurant business.
1.3 Benefits of Project

1. To know the possible way to gain maximize profit with business risk.
2. To know the way how to advertise the pub and restaurant to be in customer
awareness.
3. To know how to make pub and restaurant to be the best choice of customer.
4. To know the way how to gain maximize market share in pub and restaurant business.
5. To know the important instruments which are used in Pub and restaurant.
6. To know how to be successful in business.
7. To know customer behavior concern about pub and restaurant.
8. To gain the way how to analyze business feasibility.
9. To gain knowledge about Pub and restaurant‟s financial management.
10. Can apply knowledge to analyze competitor for getting a competitive advantage.
11. Can coordinate an experience within a team for better circumstance.
1.4 Activities/Time Frame

November December January February
Descriptions w w w w w w w w w w w w w w w w
1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4
1.To study
environment of
Pub & restaurant
business
2.To analysis
marketing
feasibility and
competitors
3.To study
organization&
operation of pub &
Restaurant
business
4.To calculate
financial feasibility
of pub &
restaurant
business
5.To calculate and
analysis risk of
pub &restaurant
business
6.To summery all
of feasibility of
pub &
restaurant business
Table1.2: Activities/Time Frame
Chapter 2 Industry profile
2.1 Nature of Pub and Restaurant

Pub was originally first established in The British around 400 years ago and that was very
widely popular in 19th century. Most people who came to the pub were labor. In Thailand,
Pub was firstly come to Thailand around 10 years ago by Mr.Supoj Siripornlearskul, the pub
was named “Sometime” and there were some food sold as well for satisfy customer want.
Pub and Restaurant become a favorite choice for many people who want to take a rest and
relaxing from their work. There are many Pub and Restaurant styles which are each different;
for example, some pub and restaurant focus on northern food, some restaurant focus on
beverage and etc.
Source: Supported information from 108 Songkumtam, Sarakadee publishing company
Five force model with nature Pub and Restaurant business analysis
(1) Threat of new entrants to the market
Pub and Restaurant business still has legal loophole which the entrepreneurs can avoid
some rule and regulation for establish Pub and Restaurant in many zone; so, the competitors can
enter to Pub and Restaurant business easily. (Srikum, 2007) (page47)
(2) The bargaining power of firm‟s suppliers
The entrepreneur has no ability to bargain with suppliers though the entrepreneur
can find the substitute product but the customers still want and loyalty in the product ;for
example, red label, 100 piper and etc. (Srikum, 2007) (page47)
(3) The bargaining power of firm‟s customers
Pub and Restaurant business concentrate in the satisfaction of customer. The

customers always compare the price of product and service of the restaurant. Even though
the customers do not bargain the price of product and service but the customers always
select the product and service which the prices are appropriated. (Srikum, 2007) (page47)
(4) The treat of substitute products
There are many Pub and Restaurant that has product and service which are
substituted because the main product is alcohol, food and beverage; so, Pub and Restaurant
need to build up differentiate and adapt the service for satisfaction of customer. (Srikum,
2007) (page47)
(5) The intensity of rivalry among competing firm
Pub and Restaurant business has intensive competition. In generally, there are
competitive in price of product and service, differentiate in product and service. Even
though, Pub and Restaurant business is a high cost business establishment but it makes high
profit as well. (Srikum, 2007) (page47)
Type of Restaurant
Today there are many different types of restaurants, from fast food to family casual.
Following are brief overview of popular restaurant concept.
Fast Food Restaurant
Fast food is the most familiar restaurant to most people. Chains like McDonalds and
Burger King became popular in the 1950s, and helped spawn countless other concepts like
Taco Bell, KFC and In&Out Burger. Fast food service attracted customers for its speed and
convenience. Fast food restaurants are typically chains. If you are thinking of opening a
fast food franchise, keep in mind that the initial costs of franchising are more expensive
than opening an independent restaurant.
Fast Casual Dining
This is one of the biggest trends right now. Fast casual is slightly more upscale than
fast food. Fast casual restaurants offer disposable dishes and flatware, but their food tends
to be presented as more upscale, such as gourmet breads and organic ingredients. Open
kitchens are popular with fast casual chains, where customers can see their food being
prepared. Boston Market is classified as fast casual.
Café
A café is a restaurant that does not offer table service. Customers order their food
from a counter and serve themselves. A café menu traditionally offers things such as
coffee, espresso, pastries and sandwiches. Cafes originated in Europe and are strongly
associated with France. They are known for their casual, unhurried atmosphere. Outdoor
seating is another trademark of a café. Panera Bread is an example of a popular bakery-café
chain. The term bistro is sometimes interchanged with café. A bistro is actually a café that
offers full meals (albeit, cheaper than a full-fledged sit down restaurant).
Pub
Short for Public House, pubs date back hundreds of years to Europe, especially
Great Britain. Pubs have a timeless appeal, for their laid back atmosphere. Brewpubs offer
beer made in house, as well as a wide selection of other beers and ales. Pubs can offer full
menus, as well as appetizers. Many casual style restaurants have a separate pub side to their
establishment.
Casual Style Dining
It is also known as family style dining in the United States. Casual style restaurants
offer moderately priced entrees. This is one of the largest markets in the US right now.
Causal style dining can be any number of themes, from Italian (Olive Garden) to seafood
(Red Lobster) to Mexican (Chilis). Casual style restaurants offer table side service, non-
disposable dishes, while still keeping the menu moderately priced.
Source: http://restaurants.about.com/od/glossaryofterms/a/Concepts.htm
Factors of Pub and Restaurant
The following is the main factors consideration of customer:
Products
Food is the main important products which bring customers come to the restaurant
considered by test, temperature, ingredients, nutritive, variety and beverage. The food needs
to have confirmed mark for cleaned and harmless; moreover, the restaurants need to
concentrate on price of food and fish spa by appropriate price.
Source: http://www.fda.moph.go.th/prac/research/2547_1.shtml
Services
Services bring customer to the restaurant and by letting the customer know the
differences between diner at home and diner at restaurant, these are considered by taking care
to the customer, responding of customers‟ want, relationship, order time, parking and cashier.
The kinds of service have to be friendly with the customer, make a logo which is easy
to be in customer awareness, make a standard service, quickly service and create a new
service to satisfy the customer.
Source: http://www.nanosoft.co.th/maktip35.htm
Environment
Restaurant that create good environment for customers, the customer will feel
comfortable, relaxing and get a good feeling by the factors which create good environment
are management of outside and inside of restaurant, light in the restaurant, distant between
dining table and toilet that is the important for restaurant which should not be ignored.
Fish spa has been coming in business today; it seems people would like to use a
service from fish spa as well, because it made them to relax from many activities which have
done all the day. So we mix it with pub and restaurant for more and more relax.
The environment make to customer satisfy in good cleanness and good sanitation,
those can make the good image to Pub and Restaurant; moreover, it can be the responsibility
to the social by preventing the environment of the world.
Source: http://www.tipmse.or.th/th/activities/news_detail.aspx?id=214
2.2 Situation of Pub and Restaurant

2.2.1 Situation of Pub and restaurant
According to Nielsen Research Thailand has made online reservation about eating out
of Thai people, the research showed that, Thai people still eat outside even though the Thai
economic is recession, because of Thai people like to live as easy, comfortable and
convenient. Thai people always think about prices of food, quality of food by price have to be
appropriated with quality.
Most of Thai people always eat outside in Saturday. Monday – Thursdays are 30% to
31% on average.
Frequency of eating out for most of Thai people
24% of Thai people eating out twice a week.
19% of Thai people eating out 2-3 times a month.
15% of Thai people eating out 3-6 times a week.
59% of Thai people eating out for diner.
39% of Thai people eating out for lunch.
2% of Thai people eating out for breakfast.
57% of Thai people go out for eating Thai food.
26% of Thai people love to eat Japanese food.
Source: http://www.marketingoops.com/reports/behaviors/eat-out-behavior/
2.3 Product and service

PUB & PUB & PUB provide many kind of food which most of them are northern
food. For beverages, Team serves both non-alcohol and alcohol beverage for cover all of
customers.
2.3.1 Product
There are food which brings customers come to the restaurant considered by test,
temperature, ingredients, nutritive, variety and beverage.
Food:
Shrimp with fish Dancing Shrim Shrimp stuffy with Shrimp stuffy with
sauce salt butter
Fried shrimp Shrimp stuffy with Tom Yum Kung Tom Sab
noodle
Tom Kha Kai Fish in the park Fish in water fall Fried fish in fish
sauce
Fried fish with Stream fish with Stream fish with Fried
herbs lime herbs swampcabbage
Yum Kai Kem Yum preserved egg Yum Ta lae Yum noodle
Yum Pha Dook Foo Yum Sai Aon Pork mix with lime Fried ligament
chicken
France Fried Kang Hung Lay Nam Pic Noom Nam Pic Aong
Spicy minced pork Sai Auo

salad
Beverage
2.3.2 Service
Fish Spa service
Fish therapy was born in eastern Asia

(Turkey, Iraq, Iran, and Pakistan). We can
call it, doctor fish, nibble fish, kanga fish,
redish log sucker and Gara rufa. Its behavior
likes to eat bacteria and mold which make
our feet dirty and smell. Figure2.1: Fish Spa service
Fish therapy
Before starting to insert foot into the pool, feet

will be cleaned first. Purpose is to clean the feet of dust,
lotions or other woods chemicals that can make a fish
drunk or do not go near your feet. The first time you
insert foot, you will feel a tingling due to “invasion” of
this fish. Furthermore, you also can feel like a small stun stung. Figure2.2: Fish therapy
This small fish is happy to eat dead skin cells. However, because this species
has no teeth, it will not be dangerous and hurt your feet. Instead, you will feel a sense
of amusement as smoked fish. They will continue to stick to your feet while
continuing to eat the dead skin cells.
Benefits of Fish Spa
By eating dead skin cells that exist, then your feet will be cleaner, much more
subtle and are believed to mengobat certain skin diseases such as dry eczema and
psoriasis (red, scaly skin). When sucking dead skin, Garra rufa fish will also salivate
an enzyme-containing dithranol (anthralin) which will stimulate the growth of new
skin cells. Benefits, will reduce the itching of the skin and scars blemishes.
In addition to beauty and skin health, this fish can also provide other positive
effects for the body. When these fish suck up our legs, feet will feel the shock-shock
resulting from a crowd of small fish that can
stimulate acupuncture points on the soles of the feet
and make a smooth blood circulation. In order to
obtain maximum results, therapy should be done
regularly 2 to 3 times a week for 3 months.
Figure2.3: Benefits of Fish Spa
Source:
http://swu141km.swu.ac.th
http://kohchangfishspa.blogspot.com/2010/05/docter-fish.html
http://brandyoumedialab.net/garra-rufa-fish-spa-therapy/
Live music service
 Preparation the time for customer request music.
Figure2.4: Live music service
Live football Service
Figure2.5: Live football Service
2.4 Vision
To be the best Pub and Restaurant in Northern part of Thailand
2.5 Mission
Team plan to build up PUB & PUB & PUB as the best Pub and Restaurant with fish
spa in Northern part of Thailand, Team need to build up a good team work, training
employee, training waiter for satisfy customer. The team need to create a good service and
create a good environment for customers‟ comfortable. The team will provide products and
services which are from good quality. PUB & PUB & PUB provide the suitable location that
has relaxed atmosphere and space for customer who wants to have a meeting and the
customer will feel that it is paradise in the earth. PUB & PUB & PUB will have a promotion
for keeping brand loyalty of customers. There are the reasons growth up the business and
business running smoothly.
2.6 Strategy
2.6.1 Corporate level
PUB & PUB & PUB is new pub and restaurant in down town of Chiang Rai.
Team has to use intensive strategy to achieve the market share quickly which effect to
brand awareness and brand loyalty of customers. Our Pub and restaurant has special
menu only in our pub and restaurant to serve both foreigner and local customers
which become to point of view. Moreover, the service is professionally and keeping
in the standard way. There will make our business grow continuously and more
famous in Chiang Rai. There will be effected in growth rate and revenues models of
business. The other strategy is diversification strategy. Team has other business
which is fish spa that is at the same place with the restaurant to attract travelers
especially foreigners travelers. Two in one business is more convenient and saving
time for customers who want two activities in the same time. By the way, Team
thinks that two businesses will help to reduce the risk over estimated.
2.6.2 Business strategy

There are a lot of Pub & restaurant in Chiang Rai. Our business is new entrant
of Chiang Rai‟s Pub & restaurant market. Team use differentiation strategy for create
different service with competitors by adding fish spa into pub & restaurant which
provide new atmosphere for customers. Fish spa is new and interest business for
attractive customers goes to test fish spa. Fish spa will be located in pub & restaurant,
so team will get more customers. Fish spa‟s customer will become to pub & restaurant
customer furthermore, pub & restaurant‟s customer will be fish spa customer as well.
By the way, team also has special menu for serve customers.
Team focus on target market which are local customer and foreign travelers,
so team also use focus strategy for create good relationship and response directly to
customer need by our main customer. It affect with brand loyalty which it make word
of mouth, and our pub & restaurant is well known quickly, all of this will create brand
awareness to our pub & restaurant.
2.6.3 Functional strategy
2.6.3.1 Marketing strategy

For this strategies, 4Ps that are including product, price, place, promotion for
getting competitive advantage from competitor. Team analyzes strengths and
weaknesses of the business for developing to be the best Pub and restaurant with fish
spa in Northern part of Thailand.
Product
 Build up branding which is easy to remember.

 Products and services need to be satisfied by customer.
 Product and service need to be from a good quality.
 Pub and restaurant with Fish spa is a new product for Thai people, it will be
interested and attracted the customer.
Price
 Set the price appropriate with the products.

 The prices need to be not much higher than competitors.
 Set a price as equal market price
Place
 Run the business in Chiang Rai because Chiang Rai is province that attracts
the tourism well.
 Pub and restaurant will be established around Night Barza because there are
many tourism and Chiang Rai people at Night Barza.
Promotion
 The product will be advertised by media including Radio, Brochure,

Facebook and many ways.
The promotion will be provided depend on time and seasonal.
2.6.3.2 Financial strategy

 Estimate income every year and think about how to improve profit.
 Prepare financial statement as systematically.
 The financial statement need to be clarify and accurately.
2.6.3.3 Human resource strategy

 Train the employee and waiter to serve the customer and run the work as
systematically.
 Always evaluate employees‟ performance and improve their performance.
Amount of employees and waiters has to be appropriate with each task.
Chapter 3 Marketing Feasibility
3.1 Marketing Analysis

3.1.1 General Environment Analysis
Political Factor
Thai political situation in Thailand is presently as demonstration and lack of political

stability; for example, demonstration of Red shirts and Yellow shirts to Thai government,
Red shirts want to subvert the presented government and have an election again moreover,
there are still Yellow shirts that are preventing The government from overthrow. Sometimes,
there are some violence between Red shirts and Yellow shirts, those affect to tourism who
want to visit Thailand by the amount of tourism become lower. By the way, Thai government
has regulation to Pub and Restaurant that People who are under 18 years old are unable to
enter Pub and Restaurant. Even though there are many political problems but it not much
affect to Pub and Restaurant business because Pub and Restaurant is the business that take
place to let people take a rest and relaxing. The political problem will be our advantage;
people who get stressful will come to Pub and Restaurant for taking a rest and relaxing and
Team‟s target is the people who are over 18 years old so, it is not affected by Thai regulation.
Source: http://politicalbase.in.th/index.php/Main_Page
Economic Factor
GDP growth rate
The Gross Domestic Product (GDP) in Thailand contracted 0.20 percent in the third
quarter of 2010 over the previous quarter. From 1993 until 2010, Thailand's average quarterly
GDP Growth was 0.97 percent reaching an historical high of 7.10 percent in September of
1993 and a record low of -5.10 percent in March of 1998. The economy of Thailand is an
emerging economy which is heavily export-dependent, with exports accounting for more than
two thirds of gross domestic product (GDP). Well-developed infrastructure, a free-enterprise
economy, and generally pro-investment policies, made Thailand one of East Asia's best
performers. However, overall economic growth has fallen sharply in 2008 and 2009 as global
downturn and persistent political crisis stalled infrastructure mega-projects, eroded investor
and consumer confidence.
Figure3.1: GDP growth rate
Source: http://www.tradingeconomics.com/economics/gdp-growth.aspx?symbol=thb
According to Frederico Gil Sander from World Bank, Thailand‟s economy in 2011 is
projected to expand by only 3.2 per cent, the lowest level in Asia in the past five years,
dropping from last year‟s economy, which grew by 7.5 per cent. If the political situation is
more stable or otherwise sends a positive signal, the World Bank may raise Thailand‟s
economic growth in 2012 to 4.2 per cent.
Source: http://www.mcot.net/cfcustom/cache_page/155444.html
Social and environment factors
Thailand is a hierarchical society in which thanks to believe in the Karma the social
status of the people is untouched. A person who has a high social position has acquired this in
its previous lives. The important one has to look after his subordinates (for example workers
or employees) and his less moneyed relatives. In return he receives respect, obedience,
thankfulness and loyalty. The social position and the age are decisive for the behavior of the
Thais among one another. Generally the oldest or socially highest ranking person receives the
most respect. Sometime, the oldest or high rang people like to arrange a party for their
subordinate. Moreover, Thai people love to be as a group, the people always have a party and
getting together.
For Thai beverage, besides water, tea and coffee many other alcohol-free beverages
are available, such as soda water and almost all western soft drinks just like fruit juices and
shakes, milk and Soya-milk. Beside Thai whiskey (Mekhong) and rum (Sang Som), the local
Singha-beer is everywhere to be found. Chang-beer enjoys a larger popularity and also

European beers such as Carslberg and Heineken are available in almost all restaurants and
supermarkets. In many bars and restaurants it is possible to drink wine, western liquor, long-
drinks and cocktails, which are very expensive however compared with the local spirits.
Source: http://www.kochangvr.com/thailandssociety/familystructures.htm
Technology factor
Globalization is going very fast, technology is the one thing that is also going fast.
Nowadays, technology come to have a role in people life, the people live with technology and
always think to create a new technology for better living of people.
Telephone is important, PUB & PUB & PUB will provide own number to let
customer call for making reservation, asking some questions about food, service and etc.
Internet is an important communication, PUB & PUB & PUB will provide the own website to
let customer come to visit and see the Manu; moreover, PUB & PUB & PUB can use internet
to find many suppliers to save cost and make agood relationship with suppliers. By the way,
customer can communicate with PUB & PUB & PUB to be the member of PUB & PUB &
PUB (it is the way to keep customer loyalty).
PUB & PUB & PUB will apply the technology to reduce cost and make many things
easy; it is the way to get competitive advantage from many pub and restaurant.
3.1.2 Competitor analysis

Pub and restaurant with fish spa, there include two businesses in one place. PUB &
PUB & PUB is the only one Pub and Restaurant with fish spa business which is available in
Chiang Rai; so, PUB & PUB & PUB has no direct competitor in Chiang Rai. However, there
are indirect competitors available in Chiang Rai; for example, Leelavadee, Ozone and Tem
Rom Pub, Lah Lah Bar and The Terraze. Each competitor has different styles. PUB & PUB
& PUB is also different from indirect competitors, PUB & PUB & PUB concentrate on
quality of product and service; especially, fish spa service; moreover, PUB & PUB & PUB
provide low price for both product and service to compete with competitors. PUB & PUB &
PUB will attract customers by adding promotions, campaigns, gift voucher and special
service; such as, live concert, coyotes and PG (pretty girl). For PUB & PUB & PUB‟s
service, PUB & PUB & PUB will have one month training for employees and worker. The
training will concern about appearance, oral skill, emotion control, relationship and
personality of employees and worker. In addition, PUB & PUB & PUB will provide discount
and premium for customers who are the members of PUB & PUB & PUB.
Source: http://www.chiangraifocus.com/forums/index.php?action=printpage;topic=10085.0
Competitors’ information
Lah Lah Bar
Figure3.2: Lah Lah Bar
Lah Lah Bar Pub and restaurant was established on October 21th 2008. there are two
floors for customers.
Address: 292/2(E2) Moo13, Robwieng sub district, Meung District, Chiang Rai 57000
Product:
 Lah Lah Bar‟s products are including foods and beverages. Especially, alcohol
beverages are the main product which is high volume of sale.
 Lah Lah Bar‟s services are including live concert and providing space for
dancing.
Price:
For the food,
 Tom Yum Kung 99 Baht

 Tom Yum Kai 79 Baht
 Tom Yum Kai Ban 99 Baht
 Poo Ad Foi Fried 59 Baht
 Chicken wing Rom Kwaon 59 Baht
 Kai Hom 159 Baht
 Papaya Salad Fried 59 Baht
 Yum Moo Yor 59 Baht
 Tuna Salad 69 Baht
 Egg Salad 59 Baht
 Poo Ad 89 Baht
 Kana Num Mun Hoi 49 Baht
 Pik Keng Moo/Kai 69 Baht
 Pud Ped Pah Duk 69 Baht
 Kai Jiaw Moo Sub 49 Baht
For the beverage,
 Black Label 1 lb. 1,300 Baht

 Genmorangie 1600 Baht
 Red Label 1 lb. 800 Baht
 Heineken Beer Large/small 85/55 Baht
 Tiger Beer 75 Baht
 Green Label 1,850 Baht
 Gold Reserved 1,500 Baht
 Black Label 1 lb. 1,300 Baht
 Black Label 0.7 lb. 1,200 Baht
 Benmore 390 Baht
 Heineken Draught Beer 159 Baht
 Heineken Draught Beer Tower 450 Baht
 Smirnoff ( ice, red, black) 80 Baht
 Aisa 80 Baht
 Marboro Cigarette 80 Bath

 Soda, Ice, Coke 20 Bath
For the music, Lah Lah Bar provides live music to customers for free.
Place:
Figure3.3: Location Lah Lah Bar
 To promote through the internet.

 Lah Lah Bar is medium size of pub and restaurant. There are 200 tables and 150
parking available.
Promotion:
 Depend on seasoning and times.
Source:http://www.gnetwork.co.th/gsite/index.php?option=com_content&view=article&id=
69:2009-03-18-06-19-50&catid=39:-pubbar&Itemid=91
Leelavadee
Figure3.4: Leelavadee
Leelavadee provide three zones for customers (loops for two zones). They have two
brands different kind of music such as Jazz and Indy. Customers can see view of Kok River.
Address: 58 Moo 12 Kok River, Robwieng subdistrict, Meung District, Chiang Rai 57000
Product:
Leelavadee divide the products into two groups;
 Leelavadee‟s foods are both northern foods, and normal foods. Some food is popular
for customers already.
 Leelavadee‟s beverages are available for customers who are more than 18 years.
Price:
For foods,
 Kwao Phun Na Rom 350 Baht

 Kwao Phun Na Kai Kung 150 Baht
 California Ma Ki 150 Baht
 Kung Tod Ka Teim Kung Yai 199 Baht
 Par Kung Kung Yai 199 Baht
 Pla Mung Pad Kai Kem 149 Baht
 Pla Mung Nung Ma Noun 169 Baht
 Kang Koi Hoi Kom 89 Baht
 Yum Hoi Klang 89 Baht
 Kob Tod Ka Teim 95 Bath
 Koi Kae Kob 95 Baht
 Pad Ped Moo 89 Baht

 Kai Ban Tod Nam Pla 109 Baht
 Kai Pad Khing 89 Baht
 Kang Ped Neai 99 Baht
 Tom Kong Pla Krob 139 Baht
 Ta La Pad Cha 169 Baht
 Ka Na Nam Mun Hoi 79 Baht
 Fruit 75 Baht
For the beverages,
 Orange Juice 59 Baht

 Green Label 1,850 Baht
 Gold Label 1,499 Baht
 Swing 1,600 Baht
 Black Label (1 Lb.) 1,400 Baht
 Black Label (0.75 Lbs.) 1,200 Baht
 Red Label (1 Lb.) 760 Baht
 Benmore 360 Baht
 Heineken Large /small 85/55 Baht
 Heineken Draught Beer 159 Baht
 Tiger Beer 75 Baht
 Smirnoff Vodka 590 Baht
 Smirnoff Red/black 80 Baht
 Nite 70 Baht
 Aisa 80 Baht
Place:
Figure3.5: Location Leelavadee
 Leelavadee has more competitive advantage than others because of views and
atmosphere.
 Leelavadee has 200 tables to serve customers and 300 available parking areas.
Promotion:
 Leelavadee has advertised via internet, newspaper, poster, leaflet and medium label.
Source:http://www.gnetwork.co.th/gsite/index.php?option=com_content&view=article&id
=70:leelavadee&catid=55:pub-and-restaurant&Itemid=75
Tem Rom
Figure3.6: Tem Rom
Tem Rom provides relaxing atmosphere. Tem Rom also provide 60th year song
Address: Rajbumrung Road, Chiang Rai
Product:
 Tem Rom provide two kind of products customers; the first, there are foods which is
both northern foods style and normal foods for eat with whisky or beer especially
“Chiang Rai-Pattaya” and “Kai Dai No Sound” that is suggestion menu of Tem Rom.
The second, non-alcohols beverages are including coke, soda, water, fruit juice and
ice. The last one, alcohols beverages are beer, whisky and cocktail which is available
for people who are more than 18 age.
Price:
 Tem Rom set price same their competitors.

 The main foods are set the price higher from other menu because it consists of special
raw materials.
Place:
 Tem Rom takes a competitive advantage in the place because of nearly famous Club
(Par Club) and entertainment area. There are about 50 tables available to serves
customers, about 40 parking area available to provide convenient for customers.
Promotion:
 Tem Rom communicates with their customers by large billboard, label, and leaflet.
 Tem Rom also advertises event show via internet.
 Word of mouth is very powerful for Tem Rom
The Terraze
Figure3.7: The Terraze
“Atmosphere of large water fall in the large town” is the concept of The Terraze pub
and restaurant. They provide Folk song and 60th-70th century song which customers feel
relaxing.
Address: 577/1 in front of Spot Inn Hotel, Pra Cha San Thi, Weiang, meung, Chiang Rai
57000
Product:
 The Terraze offer new special menu which have never seen in other pub and
restaurant as well as there are also normal foods especially, northern food.
 The Terraze has both non-alcohol and alcohol beverages to respond customers need.
Price:
 The Terraze set price by focusing on profits and expense.

Place:
 The Terraze has table available to serve customers about 60 tables and 20 parking
available.
Promotion
 The Terraze has connected their customers through label, poster and leaflet for
announcement such as monthly promotion, discount and event.
Source: http://www.edtguide.com/terraze_471786
3.1.2.1 Competitor analysis

There is no direct competitor found in Chiang Rai but there are still four big indirect
competitors found in Chiang Rai, the indirect competitors provide almost the same product
and also almost the same service as PUB & PUB & PUB; moreover, all the indirect
competitors have the same goal as PUB & PUB & PUB which helps the customer relaxes and
satisfy with them. Each indirect competitor has different special style and also attracted
customer to come to the Pub and Restaurant by different promotion. The indirect competitors
are very popular in Chiang Rai and well known by many customers because of the good
indirect competitors‟ location and satisfaction of the customers.
3.1.2.2 Customer analysis

PUB & PUB & PUB is a pub and restaurant with fish spa which is the new innovation
in service. Team provides services both day and night. Team thinks that approximates
1,200,000 people in Chiang Rai who are segment of our business. Team emphasizes on
people who are age 20-50 because they have more purchasing power and legally to buy
alcohol. In addition, people who are age 20-50. It is about 46% or 556,391 people. Moreover,
foreigner is also customers of our business but there are instability depend on many factors.
Age Populations
20-24
81,443
25-29
89,593
30-34
84,276
35-39
85,618
40-44
95,072
45-49
101,126
Table: Populations of people age 20-50
Source: http://chiangrai.nso.go.th/nso/project/searchkey/searchword_result.jsp
Most customers of Pub and Restaurant are the people 20-40 years old in average
because the group is the average age that loves to drink, get together with friends as well as
work consulting. (Page 45)
3.1.2.3 Competitive Analysis

Pub & Restaurant in Thailand is more interested by people, because it is a
relax place for them and it also makes them meet with friends, family, co-worker, and
manager. So many entrepreneurs want to run this business in Thailand. In Chiang Rai,
there are many competitors such as Tem Rom and Leelawadee. It is popular store which
customers feel good after visiting there. However, pub & restaurant in Chiang Rai has
same style, so the team can make more attraction by modern style and other special
service.
3.2 STP Analysis

3.2.1Market Segmentation
The team divides market segmentation into three groups which are classified
by age. Because of the age of population can identify purchasing power of them, it
makes us to decide on which one we focus on. There are three periods of age. The
first group is the age between 20 and 29. The second is the age between 30 and 39.
The last is the age between 40 and 50.
Figure3.8:Market segmentation of PUB & PUB & PUB
Source: http://chiangrai.nso.go.th
3.2.2Target Analysis
Pub & Restaurant has interested for a past time in Thailand, but our business
isn‟t just ordinary one because of it can be adapted by current business together, fish
spa. It also leads to attract more customers than the ordinary one.
According to market segmentation of PUB & PUB & PUB in Chiang Rai, we
concentrate on 2 main groups. The first, it‟s the population in Chiang Rai who is age
between 20 and 29(171,036). The second is the age of population between 30 and
39(169,894). Although, the amount of population age between 40 and 50 has more
than others, but we don‟t think that this segment will be benefit for our business due
to they has less purchasing power in this kind of business than others. However, the
team thinks that the age of population between 20 and 29 is the most purchasing
power in Pub & Restaurant or entertainment place in Chiang Rai.
3.2.3Position Analysis
The position of our business is set at atmosphere of PUB & PUB & PUB, we
design and place a decoration in Lanna style for appropriating with Chiang Rai
province, attracting a foreigner to visit PUB & PUB & PUB as well
By the way, a delicious food in PUB & PUB & PUB is a main point that the
customer is impressed due to the food is made of high-quality of fresh ingredients.
Furthermore, PUB & PUB & PUB has a fish spa service available for the
customer who wants to relax their daily works, it is a professional spa dues to the fish
is imported from eastern Asia and staffs are also professionally trained.
3.3 Marketing Mix Strategy

3.3.1 Product and Service Strategy
Brand Strategy, the team sets easy name. It‟s PUB & PUB & PUB; it can be easily
remembered from customer. The logo can identify an identity of PUB & Restaurant
well as follow:
Figure3.9: Company Logo
The team provides product and full service for attracting customer needs in
each person. There are many products and services available for customer. We have
special foods and beverages that are the main point for introducing to the customers as
follow:
Product:
- Food
Shrimp dance Tom Yum Kung Yum preserved egg
Fried fish with herbs Seafood Salad Kang Hung Lay
Nam Pic Noom Nam Pic Aong Sai Auo
Beverage
Service:
- Fish Spa
Figure3.10: Fish Spa

- Live music
Figure3.11: Live music
Reliability and confidence
PUB & PUB & PUB can make customer feel good after servicing;
furthermore, it makes relax and satisfaction for them as well. It opens every day
except official holiday for customer needs. We‟ll do everything that makes more
satisfaction for making confidence with the customers when they come again.
3.3.2 Price Strategy

We set prices of product and service by focusing on a price of high-quality
raw material. According to high-quality raw material, we‟d like to give the best
choice to customer for making customer satisfaction.
We also set a price which is compared with our competitors. We attempt to set
a price of some foods less than the competitors for saving of customer spending,
instead of paying more but it‟s not worth with product and service.
3.3.3 Place Strategy

PUB & PUB & PUB is located near the night bazaar where is between the bus
station and Phaholyothin Road in the center of town. It is the place where there are
many people ramble in the night bazaar, so PUB & PUB & PUB can get advantage
from this point. PUB & PUB & PUB is designed by modern style that is identity thing
for remembering from the customer. It‟s decorated by high-class furniture, but both
inside and outside atmosphere is good because it‟s naturally decorated by tree, water,
and colors light.
In addition, fish spa is also arranged to be a main point of PUB & PUB &
PUB, it makes PUB & PUB & PUB more interesting for attracting the customer more
as well, so the team also uses it to be place strategy.
Figure3.12: Night Bazaar
3.3.4 Promotion Strategy

The team has distribution channels for promotion strategy including of
advertisement, website, and special events. In advertisement, there are many type of
the advertisement, on billboard, on radio, and on brochure. It can be introduced and
attracted to the customer in wider area of Chiang Rai. For Website, because of people
use an internet more and more nowadays so we created PUB & PUB & PUB‟s
website to promote it; moreover, social network (Hi5, Twitter, and Facebook) is
played in main role of life, so we can promote the PUB & PUB & PUB‟s website
through these social network.
In addition, the last distribution channel is arrangement of special events; for

example, arranging mini concert inside Pub & Restaurant and party. It is also a main
point that the customer will know or remember more about out Pub & Restaurant, and
it can make them more relax and funny while sitting inside.
Figure3.13: Mini concert and event
3.4 Sale forecast/Profit estimate
Rate customers’ budget to spend for Pub and

Restaurant service (per time)
45.00%
40.00%
35.00%
30.00% 100-200 Baht
25.00% 201-300 Baht
20.00%
301-500 Baht
15.00%
10.00% More than 501 Baht
5.00%
0.00%
100-200 201-300 301-500 More than
Baht Baht Baht 501 Baht
Figure3.14: Rate customer‟ budget to spend for Pub and Restaurant service(per time)
Source: (Srikum, 2007) page 43
According to Feasibility study of investment in pub in Mung district, Chiang Rai,

from Ms. Pimjai Srikum, people in Chiang Rai spend money 100-200 baht 5.34%, 201-300
baht 22.66 %, 301-500 baht 26 % and more than 501 baht 43%.
Frequency rate for using Pub and Restaurant Service
60.00%
50.00%
Once a week
40.00%
More than one time a week
30.00%
Less than one time a week
20.00% Once a month
10.00% More the one time a month
0.00%
Once a week More than one Less than one Once a month More the one
time a week time a week time a month
Figure3.15: Frequency rate for using Pub and Restaurant Service
Source: (Srikum, 2007) page 43
According to Feasibility study of investment in pub in Mung district, Chiang Rai,

from Ms. Pimjai Srikum, the people go to eating out 30.33 percent once time a week, more
than one times a week 55.67%, less than one times a month 1%, one times per month12% and
more than one times per month 1%.
Figure3.16: statistic of using spa in Thailand
By the research of Aphichai Jearaadisak, the owner of Spa Ovation, in the position of
vice president of Thai spa Association, the research was shown that Thai people use spa
service in average 30 percent and 70 percent of using spa service were foreign travelers. In
addition, Singapore people use spa service in their country 80 percent in average.
Calculation for Pub& Pub& Pub‟s customers
more
more less than
once a one a than 1
Descriptions Amount than one one a
week month times per
a week month
month Fish spa Total
Main group age 20-29 171,036 51,875 95,216 1,710 20,524 1,710
119,725 171,036
Sub target age 30-39 169,894 51,529 94,580 1,699 20,387 1,699
118,926 169,894
Total 340,930 103,404 189,796 3,409 40,912 3,409
238,651 340,930
Average customers 34,468 63,265 1,136 13,637 1,136 79,550 193,194
Average customers/month 2,872 5,272 95 1,136 95 6,629 16,099
Table3.1: Calculation for Pub& Pub& Pub‟s customers
Number of customers for our business is 193,194 people
Number of customers for our business per month 193,194/12 = 16,099 people
Team expects to get 80 percent of customer targets in the first year. In following year,
team will get full of customer target. Team assumes that amount of sale will increase 5
percent in event period, and growth continuously at 10 percent in every year.
Growth 10 percent
Year1 = 135,940 units
Total Sale
Year1 = 13,014,532 Baht
Year2 = 16,268,165 Baht
Year3 = 17,894,981 Baht
Year4 = 19,684,479 Baht
Year5 = 21,652,927 Baht
Sale Forecast
Table3.2: Sale Forecast 2011
Figure3.17: Total sale 2011
Table3.3: Sale forcast 2012
Table3.4: Sale forecast 2013
3.5 Marketing Expense (sale incentive)

Brochure
 High season 2,500 baht per month

 Middle season 1,500 baht per month
 Low season 1,000 baht per month
Radio
 FM 95.75 MHz / 107.25 Z Radio, Chiang Rai

 Radio advertising will be advertise in evening period
 The radio advertising will take time 20 seconds
 It cost 105 baths per time
Billboard
 50,000 baht including set up cost.
(Picture)
Internet
 Ranting domain will cost 1500 baht/month
Promotion
 PUB & PUB & PUB will arrange special event for example arranging mini concert
inside pub and restaurant.
 Concert will cost between 20,000 – 30,000 baht.
 PUB & PUB & PUB will arrange the event depending on time and seasonal, each
time will be not the same for unrepeated of customer.
 PUB & PUB & PUB will provide different theme in each year.
Countdown Party
PUB & PUB & PUB will provide Countdown party in 31 December – 1 January, the
concert will be arranged in side PUB & PUB & PUB.
The main objective is to attract the customer to come to PUB & PUB & PUB and
have a party with their family, their friend, their subordinate and etc. moreover, PUB & PUB
& PUB will show Thai countdown party to satisfy the tourism who are foreigner.
PUB & PUB & PUB will give some present to customers as a thing for blessing the
customers to have happiness, wealth and many good things happen with them. Customer can
bring their present to exchange with their friend, family, subordinate and etc.
The event will cost about 75,000 baht/time. The price is included the following
Hire celebrity singer 20,000 baht/day
Pretty and coyote 10,000 baht/day
Present to customer 10,000 baht/day
Managing the event cost 25,000 baht/day
Other needed 10,000 baht/day
Organization contracts
Chiang Rai Administration Organization and located at 183 Moo.8, Wieng

District, Muang, Chiang Rai 57100. Telephone no. 665-371-1499
Police Station Muang, Chiang Rai, Tel: 053-711-444 , 053-711-588
Time theme forecast
In year 2011, the theme will be “Korea fashion”
In year 2012, the theme will be “Color full fashion”
In year 2013, the theme will be “Cosplay fashion”
In year 2014, the theme will be “Nightdress fashion”
In year 2015, the theme will be “Reggae fashion”
Figure3.22: Festival Party
Song Kran Festival Party
PUB & PUB & PUB will arrange soap-bubble party to satisfy customers in 13, 14 and
15 of February in every year.
The main objective is to attract the customers who are interesting in soap – bubble
party in Song Kran because in Song Kran Festival, many people usually play splashing so,
PUB & PUB & PUB arrange the soap – bubble party event to attract maximize amount of
customer.
In the soap-bubble party, there will be many activities and there will be some present
to give to the customer. The activity will be arranged in 1.00 pm - 1.00 am in each day, after
10.00 pm, it will be a big soap-bubble party.
The event will cost about 60,000 baht for hold three day. The cost will be included the
following
Ranting soap-bubble machine 3,000 baht/day
Mini concert 7,000 baht/day
Staff 5,000 baht/day
Present 8,000 baht/day
Other needed 2,000 baht/day
Organization contracts
Chiang Rai Administration Organization and located at 183 Moo.8, Wieng

District, Muang, Chiang Rai 57100. Telephone no. 665-371-1499
Police Station Muang, Chiang Rai, Tel: 053-711-444 , 053-711-588
Table3.7: Marketing expense 2011
Figure3.23 Chart of marketing expense 2011
Figure3.24: Chart of marketing expense 2012
3.6 Conclusion in market feasibility

After PUB & PUB & PUB classified the three group of market segmentation, we can
forecast market feasibility of our business by concentrating on purchasing power of each
segment, including of PUB & PUB & PUB‟s position that is set by a high-quality of products
and services.
According to the sale forecast each year of PUB & PUB & PUB, it shows an amount
of total sale from 2010 until 2014. So it is feasibility of our business to be successful. The
successful of our business almost come from selling mainly alcohols, foods, non-alcohol and
fish spa respectively. However, our business can be promoted to the customer for raising the
total sale by the promotion including of advertisements through website, radio, and brochure;
in addition, there are many special events available for customer such as mini concert and
party which depending on seasonal and appropriateness. As the total sale rising slightly, PUB
& PUB & PUB can control well the marketing expense, it tends to our business saving the
budget.
Chapter 4 Technical Analysis
4.1 Production and Operation Analysis
4.1.1 Product and service characteristics

4.1.1.1 Foods:
Menu Price/Baht
Sai Oua 39 Baht
French Fried 39 Baht
En Kai Tod 39 Baht
Tom Yum Kung 89 Baht
Dancing Shrimp 89 Baht
89 Baht
Goong Chae Nam Pla
Tom Sab 89 Baht
Stir-fried swamp
cabbage 89 Baht
Yum Pla Duk Foo 89 Baht
Moo Ma-Nao 89 Baht
Num Prik Ong 89 Baht
Num Prik Noom 89 Baht
Tom Kha Kai 89 Baht
Kaeng Hung Ley Moo 89 Baht
Yum Wun Saen 89 Baht
Pla Neung Prik Ma-nao 109 Baht
Pla Rad Prik 109 Baht
Fried fish with herbs 109 Baht
Pla Lui Sua 109 Baht
4.1.1.2 Beverage
Beverage Price
20 Baht/bottle
Coke
(Cost 7 Baht)
Sprite 20 Baht/bottle
(Cost 7 Baht)
Singha Beer 70 Baht/bottle
Leo Beer 55 Baht/bottle
Smirnoff 55 Baht/bottle
Seagram’s 100 0.75 liter: 400Baht/bottle

pipers
1 liter: 500 Baht/bottle
Red Label 0.75 liter: 800Baht/bottle
1 liter: 1,000 Baht/bottle
Black Label 0.75 liter: 1,000Baht/bottle
1 liter: 1,200 Baht/bottle
20 Baht/bottle
Singha Water
(Cost 7 Baht)
20 Baht/bottle
Singha Soda
(Cost 7 Baht)
4.1.1.3 Fish spa
Garra Rufa
100 Baht/Half hour
4.1.2 Service Process

PUB & PUB & PUB‟s customers have to get great experience from our shop,
and then we‟ll entertain the customer well. When the customers come for service, an
employee will greet them and ask the customer what you want to order. After that, the
employee serves foods for the customers. In fish spa service, the customers will be
served at 1st floor of the shop; by the way, staff advices the customer for an advantage
of using fish spa service. Finally, the customer has to pay bill to cashier; however, if
the customer are serviced on restaurant, the customer can pay the bill at their seat
suddenly. Because of we‟ll make the customers get satisfaction completely on the
service, so the customers might be loyalty and come back for using the service again.
Figure4.1: Service process
4.1.3 Location
PUB & PUB & PUB is

located on Muang, Chiang rai, it
nears many attractive place of
Chiang Rai that travelers want to
visit it such as King Mengrai the
great memorial and Night Barzaar.
Figure4.2: Location
Map of PUB & PUB & PUB
Figure4.3: Map of PUB & PUB & PUB
Source: http://www.ddproperty.com/property/show/86419
4.1.4 Factory Layout
Gate
Gate length is 5 m and its height is 2 m. the gate is made from stainless and
used black color.
Figure4.4: Gate
Parking
PUB & PUB & PUB provide the space parking for customers‟ car, and
customers‟ motorcycle. In the car parking, there will be about 19 available spaces for
cars; each space will be standard size (3m per car). For motorcycle, there will be 1m
spaced for each customer‟s motorcycle
Figure4.5: Parking
Store building structure
There are two floors inside PUB & PUB & PUB. Size of PUB & PUB & PUB
is height 9m and width 9m, each floor is height 4.5m as the same. There is total area
about 720 square meters. In the first floor, PUB & PUB & PUB provide fish spa for
serving the customer and the second floor is pub and restaurant.
Figure4.6: Store building structure
Pattern inside of store
First floor
In first floor, there are four parts divided including Fish spa space, Toilet
Counter, and Kitchen. In Counterpart, it is used for receiving customer, the customer
first have to come to Counter and then reserve the chairs for the spa, the space for this
part will be about 1m * 2m. At food & Beverage stored room, there will be beverage,
food, snake and etc. stored, it is easy to organizing and used 2m * 5m space. In Fish
spa part, it is provided wide spread to customers because it is the main service in this
floor, the customer can order the food and beverage (without alcohol) to eat when
they are using spa service and the space used will be 6m * 6m. The toilet will use 3m
* 2m space. Moreover, there is air conditioner to make a good atmosphere to
customers.
Figure4.7: First floor
Food and Beverage stored room
Shelf
Icebox
Air conditioner
Refrigerator
Bin Figure4.8: Food and Beverage stored room
Toilet
Water closet
Lavatory
Ventilator
Bin
Urinal
Mirror
Water closet block Figure4.9: Toilet first floor
Second floor
In the second floor, there is pub and restaurant part. The floor will be tile.
There will be about 24 tables for customer. In toilet, PUB & PUB & PUB provide the
same style as first floor and the same size 3m * 2m. At the counter, there will be the
part for receiving order and take a bill to customer, it will use 3m * 1m space. In the
Kitchen, it is used for storing beverages, food and etc. and it is also used to cook the
food to serve customer in Pub and Restaurant and the space used will be 3m * 2m. At
the stage, Concert will be provided there every day. The room will use air conditioner
to make a good atmosphere to customers, the space used will be 3m *2m.
Figure4.10: Second floor
Kitchen
Bin
Gas stove
Refrigerator
Washing machine
Sink
Table for cooking
Table for finished food and beverage Figure4.11: Kitchen
Stage
Figure4.12: Stage
4.1.5 Logistic Management
Figure4.13: Logistic Management
Logistics management is the governance of supply chain functions. Logistics

management activities typically include inbound and outbound transportation management,
fleet management, warehousing, materials handling, order fulfillment, logistics network
design, inventory management, supply demand planning, and management of third party
logistics services providers. To varying degrees, the logistics function also includes customer
service, sourcing and procurement, production planning and scheduling, packaging and
assembly. Logistics management is part of all levels of planning and execution, strategic,
operational and tactical. It is an integrating function, which coordinates all logistics activities,
as well as integrates logistics activities with other functions including marketing, sales
manufacturing, finance, and information technology.
Source: Council of Supply Chain Management Professionals (CSCMP)
Products transportation
In logistic management of PUB & PUB & PUB, inbond logistic is very important
because PUB & PUB & PUB need to find the way to get maximize profit with minimize
investment cost. Following are product transportation from other plant to company included,
For Alcohols, PUB & PUB & PUB orders from Beer Chiang Rai Limited Company.
Beer Chiang Rai Limited Company is located at 444/1 Moo.2 Phaholyothin Rd, Nanglae
district, Muang Chiang Rai, Chiang Rai 57100.
For Ice, PUB & PUB & PUB order from Sirikron Ice Limited Company. Sirikron Ice
Limited Company is located at 942 Phaholyothin Rd, Wiang district, Muang Chiang Rai,
Chiang Rai 57000.
Soda, PUB & PUB & PUB orders from Chiang Rai Sahachai Limited Company.
Chiang Rai Sahachai Limited Company is located at 100 Audtarakij Rd, Wiang district,
Muang Chiang Rai, Chiang Rai 57000.
For drinking water and some soft drink, PUB & PUB & PUB always buy them at
Macro super store, Macro is located at 460 Moo 5 Phahon Yothin Road Rim Kok, Muang,
Rim Kok, Chiang Rai 57100
PUB & PUB & PUB receive product by order product via telephone to each company
and each company transport products by company‟s vehicle to our company. By the way,
PUB & PUB & PUB also go to buy some beverage in Macro super store for example,
drinking water and soft drink.
Figure4.14: Products transportation
4.1.6 Facility management
Figure4.15: Facility management
4.1.7 Equipment and supplies

 Office Room and cashier
Equipment and Description Price

supplies
Stapler HD- - Size 3.9x2.2x9 cm 138.00 Baht

- weight 60 germ
10D
Max Staple 3- - Size 11.5*6 mm. 13.50 Baht

- Content 1,000
1M needle/24 box/package
Lancer pen - Size 0.7 mm 3.50 Baht

- Red, black, blue color
click 878
Pentel Liquid - Content 4.2 mm. 49 Baht

paper ZL102-
W
Elephant clip 179 Baht

file 8250 A4
Black
Double A - Size A4 549 Baht

Paper 80 germ - 5 ream/ Package
Pro
Punch machine - Size10.5x9.7x8.6 cm 160 Baht

- weight 385 germ
Bill split 15 Baht
Scissor 55 Baht
- Scanning system with

14 digits random PLU
code having 18 digits
PLU descriptor 26,750 Baht
NX-5400 series
- Standard 1570 PLUs,
Cash register Max. 21666 PLUs
- PC Batch
Communication,
Programming Module
PLM 2000
File Cabinet 4
slot 6,150 Baht
Chair 1,700 Baht
- Intel Dual Core

E6700,3.2GHz
- RAM 2048 MB Type
DDRIII FSB1333 MHz 23,430 Baht
HP 200-5260D
- MS Windows7 Home
Basic 64 BIT
- Sound System Stereo
Sound
Melanin size: 180(W) x

IVY SET Desk 5,900 Baht
140(D) x75(H) cm
- Telephone number 3,990 Baht

PANASONIC
remember 100 number
KX-
TG3651BXT
- Maximum print
length - 50 ft
(application dependent)
- Print cartridges - 4
(1 each black, cyan,
39,900 Baht
magenta, yellow)
HP DesignJet - Print quality, black -
70 - Q6655A Up to 1200 x 600 dpi
-Print quality, color -
Up to 1200 x 600 dpi
- Dimensions (w x d x
h) - 35 x 38.6 x 8.7 in
- Weight, U.S. - 40.8 lb
Kitchen utensil
supplies
18 cm. 428 Baht

Zebra Pot
26 cm. 777 Baht
32 cm 1,160 Baht
28 cm. 245 Baht

Stainless pan
24 cm. 499 Baht
Gemini pan
28 cm. 655 Baht
36 cm. 3,550 Baht
Zebra Steam
pot 50 cm. 6,300 Baht
Jaguar Paesa 637 Baht

pan and stove
Set spoon and moonriver style 6 pair 141 Baht

fork
Jaguar set of 8 pieces 333 Baht

knife and
storage
White basin 40 cm 73 Baht
Zebra long focus class 43 Baht

handle
Image II Zebra 130 Baht

spade of frying
pan
SL colander 28 cm 155 Baht
Bai Phod 4.5 cm 60 Baht

dipper
Twinray ice per dozen 105 Baht

tongs
Ice bucket 16 cm 73 Baht
11 oz. per dozen 332 Baht
Ocean glass
10 oz. per dozen 329 Baht
- 8 inch
Bai Bour Laung
- light green color 68 Baht
disk
- 10 inch 68 Baht
Fish Medium
- brown color
disk
- 10 inch
Banana leaf
- light green color 68 Baht
disk
Triple Bai Bouy Green-black color

90 Baht
inch
- 5, 6, 7 inch 60, 75, 105

Bowl
- brown color Baht
- Thai painting
Chat’s eggplant
disk 9 inch 65 Baht
“Nut
Ramequin" 31 baht
Royal
Porceleain
Ashtry Union per dozen 241 Baht

glass
Wood tray YN 14*20 inch 174 Baht
JCJ Tissue Box white color 31 Baht
Flowerware - Brown color 245 Baht

- 4 slot
spoon and fork
box
- 24 slot
Cycle glass box - Gray color 110 baht
Tamarind 14 inch 480 Baht

chopping block
Siamwood 9*13 inch 95 Baht

chopping block
- size 13.0 q
Sanyo - Content 369 lbs. 18,390 Baht
refrigerator SF- - Temperature -18 to 32
C1497ST co.
8 inch 504 Baht

Stone Mortar
- Made of austenitic
stainless
- Width about 70 cm
long 240 cm height 85
cm (including edge 100 40000 Baht
Sink cm).
- 2 bowl sink.
- Length X Width X
Depth : 40X45X25 cm
House Worth -- Double strove

Stainless grade A 1,290 Baht
gas strove HW- - Hot 1,000 co.
G168
- Capacity: container
12 sets (144 piece).
- Control system.
Electronic industries.
- Programs 5 wash
programs.
- Super Wash special
Dish washer program with the 51,000 Baht
program saving Eco.
- 25 minutes quick
wash program.
- Power 1.05 kW / h.
- 45/50/65/70 degree
temperature washing.
- Size: 85 x 60 x 60 cm
- size: 220 volt/32w

- Wind: 360 cubic
Ventilator 690 Baht
meters per hour.
Bin - Capacity: 100 Liter

760 Baht
- Size: 515*870 mm
Table Size: 45 x 180 cm 2500 Baht
 Pub and Restaurant
Equipment Description Price

and supplies
- HC-W16M3
HATARI Fan - 16 inch 998 Baht
- Thermo Fuse
- Energy saving
number 5
- Size 15 inch
Speaker Modify - Electricity 500 watt 5,200 Baht
S-15
Power Yamaha 500 watt 28,800 Baht

5000s
Mixer Yamaha - 16 Ports

19,900 Baht
MG/166 CX - Effect inside
890 Baht
Speaker Stand
- 3 Panel LCD CP-SI

TFT Active
- light 2200 LUMENS
- Contrast Ratio 500:1
- Definition 1024 x
768 Pixels
- Auto Key Stone
28,900 Baht
SAMSUNG (SP- - UHP Lamp
- size of picture 40
L220) - 300 inch
- Input Component,S-
VDO
- Output RS*232
SHURE SM58S
Vocal Microphone
- Switch Turn-off and
turn-on
- It is dynamic
9100 baht
Microphone microphone
- Voice Received by
Cardioids
- Response 50Hz-
15kHz
- HD 1366x768 Pixels
- Hight Contrast
- Brightness 550
CD/M2
- Response Time 1
LCD TV 32 inch MS
SAMSUNG, - Output AV 2X,S-
13,990 Baht
LA32C400E4XT VDO 1X,HDMI
1X,Component
1X,RGB 1X
- Size
795.3x525.8x65.6
mm.
Set of
surveillance 29,900Bah
camera
Table set (1) 70*70 1,550 Baht
60*100*75 1,850 Baht

Table Set (2)
70*100*75 1,850 Baht

Table Set (3)
60*100*75 2,750 Baht

Table Set (4)
Table Set (5) 3,499 Baht
280 Baht
Candle Lamp Size 5"x5"x5.5
550Baht
Aroma Lamp
 Spa Zone

supplies
29,500 Baht
Counter bar
2
5
2500 Baht
Chair spa
Panasonic - Energy saving

number 5 23,500 Baht
intelligent - 11,557 BTU
inverter
 Toilet

supplies
Faucet 1,320 Baht
- Size: 117 *245

Mirror 600 Baht
cm.
- Thick: 0.5 cm.
Size 800 baht

Olicsion sink
56x42.5x20cm
Cotto flush - Content 6 little

- White color 2,490 Baht
C1401
Jumbo Tissue 482 Baht

Box
175 Baht
Injection line
007 CR
422 Baht
Unrinal
4.2 Cost of investment

4.2.1 Pre-Operating cost
Billboard of company
Figure4.16: Example Company‟s billboard
The company‟s billboard order from Phukanthong Billboard Company, located on

Rob wiang district, Muang Chiang Rai, Chaing Rai 57000. Style of billboard is light box and
black and white color background. The size of billboard wide is about 2 meters and height is
about 1.5 meters. Text on billboard is black color. There are 2 sizes in font of billboard. The
font size of PUB & PUB & PUB is 15 inches and pub & restaurant and fish spa is 10 inches.
The light box billboard is suitable with our company because the company is pub& restaurant
and open until night. The price of billboard is 6,000 baht include service.
Internet and telephone setting cost
TOT provide promotion hi-speed internet in “Jet Pack” package by free first service,
but there is cost to install telephone 3.350 baht.
http://guru.google.co.th/guru/thread?tid=0546e07908c43015
Air condition setting cost
From sell promotion of Powerbuy, when buy Air condition, free installation cost.
Cost of car parking
We provide the space parking for customers‟ car, and customers‟ motorcycle. In the
car parking, there will be about 19 available spaces for cars; each space will be standard size
(3m per car). For motorcycle, there will be 1m spaced for each customer‟s motorcycle. We
use metal sheet for car parking roof, and using steel towers. For cost of material and building
is 100,000 baht.
Cost of building
We contact with master builder for constructing PUB & PUB & PUB. We choose K-
home construction LTD, it located on Chiang Mai to be consultant for creation, design, and
construction. Total cost for building is 5,000,000 baht.
http://www.khomecon.com/
Cost of land
PUB & PUB & PUB will set up pub and restaurant with fish spa around Night
Barzaar, the space needed is 200 square wahs, the cost of land is 15,000,000 baht.

Cost of registration
Cost for Set up partnership
- Charging Office Service is 2000 baht

- Fee for Establishment, Partner less than 3 persons is cost 1120 Baht
- Copy document (actual pay).
- Registered Card for tax and VAT is 1000 baht
- The total amount is 4,420 Baht
Cost of decoration
Paint of building
Figure4.17: Butter Milk Paint of building
Outside Wall of PUB & PUB & PUB building will be selected painting in Beech
color; the painting color will be Kubtun brand . PUB & PUB & PUB will order the paiting
color from Homemart Chiang Rai which located at 141 Moo.25, Robwieng District, Muang,
Chiang Rai. The price of painting included painting color and painting service is totally
79600 baht for 720 square meters.

Light
Figure4.18: Light
Light is important to make customer feel good. The light will be yellow light and red
light. The lights will be ordered by Service Karn Fifah , 175 m9 phaholyothin road,
Waingpangkam, Mae Sai, Chiang Rai 57130 Tel. 053-646-979, Fax: 053-646-978. There will
be 17 lights inside PUB & PUB & PUB. The price for each light is 990 baht so; totally cost
will be 16830 baht.
Wallpaper
Figure4.19: Beech Wallpaper
Inside PUB & PUB & PUB will use wallpaper painting. Beech color is selected
because it is appropriate with the atmosphere in PUB & PUB & PUB. The wallpaper will be
ordered from Mangraicurtain shop, located at 144/5 Moo.1, Phahonyothin Road, Ban Du
District, Chiang Rai. Tel. 05-370-2689, Mobile phone 08-1952-3988. The price for wallpaper is
700 baht per roll will be totally 17500 baht.

Tile
Figure4.20: Stony Brown SN Tile
Tile of PUB & PUB & PUB will be Stony Brown color. The price for tile is 155 baht
per box by each box is sized 16*16 centimeter so, the totally cost will be 43719 baht for 720
square mater.The tiles will be ordered from Home Pro Chiang Mai is located at 94 Moo.4 Chiang
Mai-Lampang Road, Nongpakhrang District, Muang, Chiang Mai 50000. Telephone no. 665-385-
1229, Fax 665-386-1232
Decorative tree
Figure4.21: Decorative tree
Decorative tree will be ordered for decorate in first floor and second floor. The price
of each decorative tree is 249 baht, PUB & PUB & PUB will order 20 trees for decoration,
the totally cost will be 4980 baht. The decorative tree will be ordered from Ban Kon Pa 256
Moo 15, Waingpangkam, Mae Sai, Chiang Rai 57130.

Mirror wall
Figure4.22: Mirror wall
Mirror wall use for decorative in front of PUB & PUB & PUB. The mirror will cost
1860 per a square meter, PUB & PUB & PUB require 6 mirrors height 3m so, the cost will be
33480 baht. The mirror wall will be ordered from Runya incidentals 299/3 Moo 1, Bandu,
Muang Chiang Rai, Chiang Rai 57000.
Cost of decoration
No. Description Unit Price/unit Total

1 Paint of Building 1 79,600 79,600
2 Light 17 990 16,830
3 Wall paper 25 700 17,500
4 Tile 282 155 43,710
5 Decorative Tree 20 249 4,980
6 Mirror wall 18 1860 33,480
Total 363 83,554 196,100

4.3 Investment cost
4.3.1 Equipment and Tools
Total officer and cashier equipment

No. Description Amount Price/unit Total
1 Cash register 2 26,750 53,500
2 Flie Cabinet 2 6,150 12,300
3 Chair 1 1,700 1,700
4 HP computer 1 23,430 23,430
5 IVY Set Desk 1 5,900 5,900
6 Panasinic Telephone 1 3,990 3,990
7 HP Design Jet 1 39,900 39,900
Total 9 107,820 140,720
Total Kitchen utensil equipment

1 Zebra pot 18 cm 2 428 856
2 Zebra pot 26 cm 2 777 1,554
3 Zebra pot 32 cm 2 1,160 2,320
4 Stainless pan 28 cm 2 245 490
5 Gemini pan 24 cm 2 499 998
6 Gemini pan 28 cm 2 655 1,310
7 Zebra stream pot 36 cm 2 3,550 7,100
8 Zebra stream pot 50 cm 2 6,300 12,600
9 Jaguar pan and storve 10 637 6,370
10 Sanyo refrigerator 1 18,390 18,390
11 House Worth gas strove 2 1,290 2,580

12 Dish washer 1 51,000 51,000

13 Sink 1 40,000 40,000
14 Ventilator 2 690 1,380
15 Table 2 2,500 5,000
Total 35 128,121 151,948
Total Pub and Restaurant equipment

1 Hatari Fan 6 998 5,988
2 Samsung SP-L220 1 28,900 28,900
3 LCD TV 32 inch Samsung 1 13,990 13,990
4 Suveillance camera set 1 29,900 29,900
5 Table set (1) 4 1,550 6,200
6 Table set (2) 4 1,850 7,400
7 Table set (3) 4 1,850 7,400
8 Table set (4) 4 2,750 11,000
9 Table set (5) 4 3,499 13,996
10 Candle Lamp 10 280 2,800
11 Aroma Lamp 10 550 5,500
12 Speaker Modify 2 5,200 10,400
13 Power Yanaha 1 28,800 28,800
14 Mixer Yamaha 1 19,900 19,900
15 Sperker Stand 1 890 890
16 Microphone 1 9,100 9,100
Total 55 150,007 202,164

Total Toilet equipment

1 Faucet 12 1,320 15,840
2 Mirror 12 600 7,200
3 Olicsion sink 12 800 9,600
4 Cotto Flush 16 2,490 39,840
5 Jumbo Tissue Box 16 482 7,712
6 Injection line 16 175 2,800
7 Unrinal 6 422 2,532
Total 90 6,289 85,524
Total Spa Equipment

1 Counter Bar 1 29,500 29,500
2 Chair Spa 21 2,500 52,500
3 Panasonic Air conditioner 1 23,500 23,500

4 Fish Oxygen 21
Total 44 55,500 105,500
Total Equipment 233 447,737 685,856

Table4.1: Total Depreciation 2011

Table4.2: Total Pub and Restaurant equipment 2011









4.4 Management Analysis
4.4.1 Organization Management

PUB & PUB & PUB has registered to be company limited. There are 5 people
who are a partner in PUB & PUB & PUB, including of:
1. Mr. Eitsarapong Sanachai
2. Mr. Withan Jaiban
3. Mr. Wichapon Sakam
4. Miss Supawadee Chaiwang
5. Mr. Peerapong Thongwang
These five partners voted for election one of them to have more power signing
for approving a job in business. However, another 4 members have a responsibility to
monitoring a whole business as well.

4.4.2 Organization Chart

People in the organization
PUB & PUB & PUB have total of employee amount 15 people, and below is
to descript the job duties and requirements of employee in each position.
1. General Manager (1 position)
Salary: 20,000
Job Duties
 Manage HR division.
 Supervise for the admin role and competency for the administrative functions.
 Manage recruitment and payroll.
 Create and implement companywide training and development plans.
 Manage disciplinary issues and documentation.
 Plan career succession.
Requirements
 Male / Female Thai Nationality, age between 30 - 40 years old.

 Bachelor's Degree in Business or any related fields.
 At least 10 years HR experience in the field of Manufacturer.
 Has a strong experience in Labour Union.
 Leadership, Independence Personality.
 Good command in English.
 Computer literacy.
Source:http://th.jobsdb.com/TH/th/Search/JobAdSingleDetail?jobsIdList=3000030001244
32

2. Marketing Department (1 position)
Salary: 13,000
Job Duties
 Manage and coordinate all marketing, advertising and promotional staff and activities.
 Conduct market research to determine market requirements for existing and future
products.
 Analysis of customer research, current market conditions and competitor information.
 Develop and implement marketing plans and projects for new and existing products.
 Manage the productivity of the marketing plans and projects.
 Monitor, review and report on all marketing activity and results.
 Determine and manage the marketing budget.
 Deliver marketing activity within agreed budget.
 Develop pricing strategy.
 Liaison with media and advertising.
Requirements
 Male / Female Thai Nationality, age more than 25 years old.

 Bachelor's Degree in Business or any related fields.
 Have technical marketing skills.
 At least 5 years experiences in the marketing.
 Proven experience in customer and market research.
 Relevant product and industry knowledge.
 Experience with relevant software applications.
Source: http://www.best-job-interview.com/marketing-manager-job-description.html

3. Financial Department (1 position)
Salary: 13,000
Job Duties
 Providing and interpreting financial information.

 Monitoring and interpreting cash flows and predicting future trends.
 Analyzing change and advising accordingly.
 Formulating strategic and long-term business plans.
 Researching and reporting on factors influencing business performance.
 Analyzing competitors and market trends.
 Developing financial management mechanisms that minimize financial risk.
 Conducting reviews and evaluations for cost-reduction opportunities.
 Managing a company's financial accounting, monitoring and reporting systems.
 Liaising with auditors to ensure annual monitoring is carried out.
 Developing external relationships with appropriate contacts e.g. auditors, solicitors,
bankers and statutory organizations such as the Inland Revenue.
 Producing accurate financial reports to specific deadlines.
 Managing budgets.
 Arranging new sources of finance for a company's debt facilities.
 Keeping abreast of changes in financial regulations and legislation.
Requirements

 Bachelor's Degree in Account or any related fields.
 Have technical accounting skills.
 At least 5 years experiences in the accounting.
Source: http://ww2.prospects.ac.uk/p/types_of_job/financial_manager_job_description.jsp

4. Maintain (1 position)
Salary: 9,000
Job Duties
 Participate in objective setting, plan development and performance review of plant

performance.
 Initiate, implement, and manage the plant maintenance program based on best
practices within the RMX industry, with an emphasis on planning/scheduling and
preventive/predictive maintenance.
 Monitor the use and inventories of spare parts, maintenance supplies, and equipment
and initiate reordering when necessary.
 Prepare reports, analyze data, and make recommendations for improving plant and
Fleet operations and solving maintenance-related problems.
 Maintain and update operating and training manuals for the maintenance department.
 Monitor operation of plant equipment and systems.
 Initiate and carry out projects that improve efficiency and/or reduce operating costs.
 Develop and monitor KPI for Maintenance.
 Maintain safety, health, and environmental policies and procedures.
 Ensure state regulations relating to the maintenance department are met at all times.
 Reviews safety records to uphold standards of maximum safety for all maintenance
team.
Requirements
 Male Thai Nationality, age more than 25 years old.

 Bachelor‟s Degree in electronics or any related fields.
 Have technical electronics skills.
 At least 5 years experience in the electronics.
 Team guidance and Leadership skills.
 Good communication, customer service and writing skills.
 Able to communicate complex technical issues, with good presentation skills.
 Excellent organization, communication and problem solving skills.
 Excellent numerical and Analytical skills.
Source: http://www.bayt.com/en/job/?xid=1265343

5. Security (2 position)
Salary: 8,000
Job Duties
 Trained personnel in effective security measures and guard techniques.

 Deployed security personnel to individuals in need and also clubs and organizations.
 Trained recruited staff in handling of advanced security tools like bullet hide camera,
alarm call systems etc.
 Handled law enforcement strategies and maintained amongst the staff.
 Developed and updated force of new security maintenance techniques.
 Maintained records of force personnel and evaluated their health and fitness.
 Took anti-crime and anti-thief measures in the region to prevent corruption or steals.
 Responsible for protection of clients‟ lives and property.
 Dealt with theft, vandalism and maintained order among people.
 Responsible for handling threatening and riot causing elements effectively.
 Hired and trained security guards effectively.
Requirements

 Good communication, customer service.
 At least 3 years experiences in the security.
Source: http://www.jobduties.org/security-manager-job-duties.html

6. Waiter / Waitress (5 position)
Salary: 5,500
Job Duties
 Check with customers to ensure that they are enjoying their meals and take action to
correct any problems.
 Serve food and/or beverages to patrons; prepare and serve specialty dishes at tables as
required.
 Remove dishes and glasses from tables or counters, and take them to kitchen for
cleaning.
 Clean tables and/or counters after patrons have finished dining.
 Prepare tables for meals, including setting up items such as linens, silverware, and
glassware.
 Stock service areas with supplies such as food, tableware, and linens.
 Wash pots, pans, dishes, utensils, and other cooking equipment.
Requirements

Source: http://www.careerplanner.com/Job-Descriptions/Waiters-and-Waitresses.cfm

7. Chef (1 position)
Salary: 15,000
Job Duties
 Collaborate with personnel and plan and develop recipes and menus.
 Supervise and coordinate activities of cooks and workers engaged in food preparation.
 Wash pots, pans, dishes, utensils, and other cooking equipment.
 Portion, arrange, and garnish food, and serve food to waiter or patron.
 Inspect supplies, equipment, and work areas to ensure conformance to health
standards.
 Determine production schedules and worker-time requirements.
 Estimate amounts and costs and requisition supplies and equipment.
 Train and instruct cooks and workers in proper food preparation procedures.
 Wash, peel, cut, and seed fruits and vegetables.
 Weigh, measure, and mix ingredients, season and cook food according to recipes or
personal judgment.
 Butcher, cut and bone meat, fowl or shellfish prior to cooking.
 Bake, roast, broil, steam, carve and trim meats, fish, vegetables and other foods.
 Bake bread, rolls, cakes, and pastry.
Requirements

 At least 5 years experience in the cooking.
 Have a more knowledge about cooking.
Source: http://www.hospitalityguild.com/Careers/02_Chef_duties.htm

8. Assistant Chef (1 position)
Salary: 9,000
Job Duties
 Assist the Head Chef and Deputy Head Chef.

 To prepare all garnishes to accompany the main meal and courses.
 Maintain standards of food and kitchen hygiene.
 Maintain standards in food preparation.
Requirements

 At least 5 years kitchen experience and are looking to develop your skills.
 Have a more knowledge about cooking.
 You will be aware of food and kitchen standards and conform to the highest standards
at all times.
 You are capable of assisting the Head Chef in the preparation of consumables and to
relieve in the absence of the Deputy Head Chef.
Source: http://web.hfholidays.co.uk/recruitment/vacancies/assistantchef/index.asp

9. Staff (2 positions)
Salary: 7,000
Job Duties
 Investigate user problems and needs, identify their source, and determine possible
solutions.
 Analyze user project proposals to include identifying potential problem areas and
recommend optimum approaches for project path.
 Other duties as assigned.
Requirements

Source: http://www.hrvillage.com/hrjobdesc/ApplicationsAnalyst.htm

4.4.3 Administrative cost
4.4.3.1 Employee Salaries
 General Manager 1 person 20,000 Baht

 Marketing Department 1 person 13,000 Baht
 Finance Department 1 person 13,000 Baht
 Maintain 1 person 9,000 Baht
 Security 2 people(8,000*2) 16,000 Baht
 Waiter/waitress 5 people(5,500*5) 27,500 Baht
 Chef 1 person 15,000 Baht
 Assistance Chef 1 person 9,000 Baht
 Staff 2 people(7,000*2) 14,000 Baht
 Singer 2 people(7,500*2) 15,000 Baht
Total employee salaries /month 136,500 Baht
4.4.3.2 Supplies expenses

No. Description Price/unit Unit Total Price
1 Stapler HD-10D 138 2 276
2 Max Staple 13.5 10 135
3 Lancer pen click 3.5 30 105
4 Pental Liquid paper 49 10 490
5 Elephant clip file 179 10 1,790
6 Double A Paper 549 2 1,098
7 Pounch Machine 160 2 320
8 Bill split 15 10 150
9 Scissor 55 3 165
10 Spoon and fork set 141 40 5,640

Jaguar knife and torage
11 set 333 2 666
12 Zebra long handle 43 5 215
13 Zebra spade frying pan 130 5 650

14 SL colander 155 5 775
15 Bai Phod Dipper 60 5 300
16 Ice Tong 105 5 525
17 Ice bucket 73 54 3,942
18 Ocean glass 11 oz. 322 10 3,220
19 Ocean glass 10 oz. 329 10 3,290
20 Bai Bour Disk 68 60 4,080
21 Fish Disk 68 40 2,720
22 Banan Leaf Disk 68 40 2,720
23 Triple Bai Bour 90 40 3,600
24 Bowl 5 inch 60 100 6,000
25 Bowl 6 inch 75 100 7,500
26 Bowl 7 inch 105 100 10,500
27 Eggplant Disk 65 40 2,600
28 Royal Porceleain 31 50 1,550
29 Asthry Union Glass 241 10 2,410
30 Wood try 174 10 1,740
31 Tissue Box 31 40 1,240
32 Spoon and Fork Box 245 5 1,225
33 Cycle glass box 110 12 1,320
34 Tamarind Chopping Block 480 5 2,400
35 Siamwood Chopping Block 95 5 475
36 Stone Morter 504 3 1,512
37 Bin 760 2 1,520
21 White basin 73 5 365

Total 6,196 887 79,229

4.4.3.3 Electricity expense per month
Our shop is a small business which has 27 KV pressure in average.

Estimate electricity used 2000 x2.4649 = 4,929.8 Baht
Service Charge per month 228.17 Baht
Total 5,157.97 or 5,158 Baht
Figure4.23: Electricity expense per month
Source: http://www.eppo.go.th/power/pw-Rate-PEA.html
4.4.3.4 Water expense per month
Our shop forecasts to use water for operation about 50 cu.m. /month
Calculation water expense
10*11.45 = 114.5 Baht

15*14.20 = 213 Baht
Add: General Service = 30 Baht
Add: VAT 7% = 25.025 Baht
Total water expense = 382.525 or 383 Baht
Source: http://www.pwa.co.th/service/tariff_rate.html

4.4.3.5 TOT Telephone and Internet expense
Internet expense 590 Baht

Telephone expense 300 Baht
Maintenance 200 Baht
Total expense 1,090 Baht
Source: http://www.toteservice.com/thai/package/
4.4.3.6 Uniform
Singer 2 people (200*4) 800 Baht
Staff 2 people (200*4) 800 Baht
Waiter/waitress 5 people (200*10) 2,000 Baht
Total 3,600 Baht
4.4.3.7 Welfare
Social security
Our organization provides social security for every employees and organization have
to pay 5% of salary of each employees but can‟t pay more than 750 baht per each employee.
Our total employees in the organization have 17 people and salary of each employee is not
equally, so our organization have to pay social security is 6,575 baht per month.
http://account-delivery.blogspot.com/
Employee training
PUB & PUB & PUB provide training customer service for employees because we
want to customer satisfaction of PUB & PUB & PUB. This program will improve and
develop behavior of employee to love service and know other tactic for service customer. It
make customer always come to our company. We provide training program for train
employees before employees do real work for professional employees. We will provide
training program 1 time in every years from Lanna Human Resources Development
institution by Mr. Sudpatapee Wiengsee. For employees training, our organization pays 5,000
baht per 1 day and 1 time.
Source: http://www.sudpatapee.com/hrdi_course.php

Table4.11: Administration cost year2011 and 2012

Table4.12: Administration cost year2013 and 2014

Table4.13: Administration cost year2015

4.5 Technical Feasibility Conclusion

PUB & PUB & PUB will serve as good as maximum performance of our business,
because of we will provide many good products and good service for customer. We classify
the product and service into 3 categories including of food, beverage, and services. First, the
food is divided into 3 level of food size, small size is 39 Baht such as French fried, medium
size 89 Baht such as Tom-Yum-Kung, and large size is 109 Baht such as Pla- Rad-Prik.
Second, it‟s the beverage which includes of water, soda, soft drink, beer, and whiskey which
its price is set by cost of the product. Third, our services include with fish spa, live music, and
live football. Fish spa which is the main service or service position of PUB & PUB & PUB is
located on the 1st floor of building, the customer will be relaxed from fish therapy after doing
a serious job all the day. By the way, there are also live music and football available for the
customer which making them feel happier.
Our service process, we‟ll make the customers get satisfaction completely on the
service, for becoming loyalty and come back for using the service again. We train all of
employees professional in service; the employees can greet them subsequently from
following trained job. So, the customers will be gotten great experience and happiness or
relaxation from our shop, and be entertained well while servicing. PUB & PUB & PUB is
located on Phaholyothin Road nearing Chiang Rai Night Bazaar in the center of town. It‟s
opposited Pizza Company and Swensens.
In logistic management, PUB & PUB & PUB needs to find the way to get maximize
profit with minimize investment cost. We order the product from suppliers in Chiang Rai via
mobile phone, and then they will ship the product to our shop; furthermore, we also order it
from supermarket such as Macro supermarket.
In management analysis, there are positions which belong to top management, middle
management, and first-line management in PUB & PUB & PUB, general manager, marketing
management, financial management, maintenance, and security. We will pay a salary
belonging to their position.

Chapter 5 Financial Analysis

5.1 Income statement
Table5.1: Income statement year 2011





5.2 Balance sheet
Table5.6: Balance sheet year 2011





5.3 Cash Flow
Table5.11: Cash Flow year 2011




Net present value of the project for five years is -8,871,602
Internal rate return of the project for five years is 7 percent

Chapter 6 Risk Analysis

6.1 Risk Analysis

A risk analysis involves identifying the most probable threats to an organization and
analyzing the related weakness of the organization to these threats. PUB & PUB & PUB
divide the risk factors into two parts following external part and internal part. Both might be
positive affect to PUB & PUB & PUB considered by each situation it might happen.
Source: http://www.drj.com/new2dr/w3_030.htm
6.1.1 External force

Many risks which cause from external factor which PUB & PUB & PUB cannot
expect and control. The company needs to create plan to manage the company from external
risk. The plans that PUB & PUB & PUB prepare to deal with external risk are following;
1. Changing in Technology
Globalization is going very fast, technology is the one thing that is also going fast.
Nowadays, technology come to have a role in people life, the people live with technology and
always think to create a new technology for better living of people. Moreover, the technology
is improving communication and competitor advantages.
For changing in technology case, PUB & PUB & PUB always following the news
related about development of technology and new innovation that can be the company‟s
advantages. If technology can improve company‟s abilities, PUB & PUB & PUB will bring
knowledge and information related to technology to develop the company. The technologies
which satisfy customer such Internet WIFI inside PUB & PUB & PUB, PUB & PUB & PUB
will make Pub and Restaurant to be different from other and related to customer‟s demand.
2. Economic conditions
Economic is the main factor in every business, if the economic is good, there will
increase on investment ability and increase buying power. For Thai economic, the economic
has been recession. In year 2011, the economic is going up but Investment ability and buying
power are low because of less revenue and unemployed of Thai people so, the people are
really carefully in spending for goods and services therefore, it might affect with company‟
sale revenue.
In this case, PUB & PUB & PUB will create and set a new strategy to increase sales
by promote PUB & PUB & PUB to be aware in customer mind by provide a good first
impression to customer who come to use PUB & PUB & PUB service and keep them as a
customer loyalty. In recession economic PUB & PUB & PUB provide variety product which
satisfy customer in every range (high, middle, low) but keep the service as the same quality
therefore, the customers have more alternative for spending on products and services and the
customer can spend money for food and drink, those will increase sale of PUB & PUB &
PUB.

3. Changing in customer need
In the case of changing in customer need, it means that the customer will change the
attitude about product and service; due to, trend, lifestyle of people, competitors and many
factors. If the customers change the need of product and service it will affect with customer
demand and the company sale revenue will be decreased.
For change in customer need, PUB & PUB & PUB think that the demand of customer
is very important for the company so, PUB & PUB & PUB has plan to protect the company
from decrease in sale and keep customer‟s demand. PUB & PUB & PUB will use strategies
which focus on attract customer to keep the demand of product and service, If PUB & PUB &
PUB‟s fish spa and restaurant are not interesting PUB & PUB & PUB will use promotion to
attract new customers (the promotion will be followed by trend in each period) as well as
keeping regular customer by providing the special service to them for example, delivery the
NEWS related to PUB & PUB & PUB to the regular customer, and give a special discount to
the regular customer. By the way, PUB & PUB & PUB will adapt PUB & PUB & PUB
inside and outside to satisfy customer need but PUB & PUB & PUB still keep the standard
price of product and service and manage the restaurant as a unique in the world.
4. Competitive condition
Nowadays, Pub and Restaurant business become more interested by many

entrepreneurs because it is a business which can make much profit to the company and
investment cost will be returned quickly but there are many Pub and restaurant that bankrupt
due to fewer customers and less profit. In Chiang Rai, there are many Pubs and Restaurant
tends to high competition because of Thai people drink alcohol in range 3rd in Thailand.
There is competition between competitors by price, product, service and many factors. Those
affect with sale revenue of PUB & PUB & PUB.
According to above reason, PUB & PUB & PUB will use competitive strategies to
compete with other competitors. PUB & PUB & PUB has been thinking about 4Ps (Product,
Price, Place and promotion) to make PUB & PUB & PUB as a unique in the world moreover,
PUB & PUB & PUB will adapt PUB & PUB & PUB inside and outside to satisfy customer
need but PUB & PUB & PUB still keep the standard price of product and service. PUB &
PUB & PUB will be different from competitors and that is an attracted point that keeps
customer loyalty and getting more new competitors.

6.1.2 Internal force

Internal risk is cause from inside PUB & PUB & PUB‟s operating which can be
controlled. The risks are from many factors as following;
1. Human resource
The human resource risks are from employees of PUB & PUB & PUB. Recruitment is
very important for company because Pub and Restaurant with fish spa is business which
concern about service so, the employee need to service the customer, if the employee do a
bad service it will affect with image of company and customer loyalty of the company. Chef
need to be well recruited because it really affect to the company because food is the main
product of Pub and Restaurant but sometimes, the chef might cook a food which is not well
due to bad emotion and etc. The risks can be happen every times and it will impact with
company sale revenue.
In the case, PUB & PUB & PUB needs to have employee training to do the efficiency
service for satisfaction of customer. PUB & PUB & PUB motivates the employee to work
with effectiveness by providing insurance for employee, bonus for employee who work hard
and provide appropriate salary to employee. Those can build good motivation for employee,
if the employee works with effectiveness the customer will be satisfy and there will be more
customer come to PUB & PUB & PUB.
2. Time management risk
Someday, if customers come to PUB & PUB & PUB more than company‟s estimate;
for example, there are many orders from customer and etc. which more than ability of the
employee can serve, the customers have to wait for the food and the employee cannot take a
well service to customer. These risks can cause loss of customer and it will impact with
company‟s sale revenue.
 Delay of delivery
If there are too many customers‟ order and the chef or employee cannot cook and
service customer well due to customers come to Pub and Restaurant in the same time as other
the customers have to wait for the order, the customer might cancel the orders and go to other
Pub and Restaurant. It is the cause of losing customer and the sale revenue will be decreased.
Solution
There will be appetizer served if the customers have to wait for the order more than
30 minutes. At the time to wait, there will be company employee take care the customer who
wait for let the customers know that the company does not forget the order. Those are the
way to keep customer loyalty and protect the company‟s sale revenue from losing customer.

3. Brawl of Customer
Sometimes the customers get drunk, they might have a dispute with other customer in
Pub and Restaurant, the customer might brawl each other and it might damage company‟s
equipments; moreover, other customer might get some damage as well. The risk might cause
loss of company equipment and loss customer in the same time.
For this case, the company will fine the customer who do a brawl inside PUB & PUB
& PUB as well as the customer who do damage to company equipment, the customer have to
pay for the broken equipment ;furthermore, the customer who do brawl in side PUB & PUB
& PUB need to pay damages for other customer who are damaged as well.
4. Financial risk
Financial management is cover profit and loss of the company, PUB & PUB & PUB
need to be careful when doing the finance of the company. The financial management is
affect to all part of company. Each company needs to plan to meet with many financial risks
as following;
Decrease in sale
If the company‟s total sale decreases by 5% it will affect with company sale revenue
as following;
Year 2011 Sale revenue is 12,363,805
If the company‟s sale decreases by 5% it will affect with company net income as
following;
Year 2011 Net income is -14883
Year 2012 Net income is 736485
- If the company‟s total sale decreases by 5% net income will be minus in first year and
the company‟s payback period will be longer.

as following;
following;
- If the company‟s total sale decreases by 10% net income will be minus in first year
and the company‟s payback period will be longer.
as following;
following;

Year2012 Net income is -402287
- If the company‟s total sale decreases by 15% net income will be minus in 3 years and
the company‟s payback period will be longer.
Figure6.1: Decreases in total sales between year2011-2015
Therefore, if sale is decreased till 15% the company will get loss into three years, the
company need to use strategy to increase sale to protect the company from bankrupt.
Increase in interest rate
Interest rate is the company‟s responsibility to pay to bank following by the rule of
borrowing.

Interest rate increase 1%:
If interest rate increases by 1% that is 12% then, the company has to pay 1,440,000 in year
2011
2012
2013
2014
If interest rate increases by 1% that is 12% then, the company has to pay 960,000 in year
2015
2011
2012
2013
2014
2015

2011
2012
2013
2014
2015
Therefore, if interest rate increases the company has responsibility to pay more
interest, the company‟s payback will be longer.
Increase in cost/expenses
If the company‟s cost/expenses increase by 5% it will affect with company net

income as following;
Year 2011 Net income is 132,625
Year 2013 Net income is 1,322,894

Year 2011 Net income is -175,376
Year 2011 Net income is -483,376

Figure6.2: Increase in cost/expense
Therefore, if the company‟s cost/expenses increased more than 10% net income will
be minus in first year and the company‟s payback period will be longer.
6.2 Conclusion of risk management

A risk analysis involves identifying the most probable threats to an
organization and analyzing the related weakness of the organization to these threats. PUB &
PUB & PUB divide the risk factors into two parts following external part and internal part.
The risks which cause from external factor which PUB & PUB & PUB cannot expect and
control, the external factors are including changing in technology, economic condition,
change in customer need and competitive condition. The internal risk is cause from inside
PUB & PUB & PUB‟s operating which can be controlled. The internal factors are including
human resource, time management risk, brawl of customer and financial risk. In the financial
analysis, if the company‟s sale decrease, it affect with sale revenue and net income will be
decreased. When interest rate is increased the company has responsibility to pay more
interest, the company‟s payback will be longer. If cost/expense are increased it will affect
with company net income and the company„s payback period will be longer. Those risks are
hard to control and manage the company need to develop the strategies to deal with many
risks which will happen in the future.

Chapter 7 Summary

7.1 Summary of project feasibility study

Thai people still eat outside even though the Thai economic is recession, because of Thai
people like to live as easy, comfortable and convenient. Thai people always think about
prices of food, quality of food by price have to be appropriated with quality. Furthermore,
Thai people do the job hardly because there is high competition in business, so we provide a
fish spa which is a service of PUB & PUB & PUB for relaxing them as well.
Today, Chiang Rai is a traveler‟s paradise, endowed with abundant natural attractions and
antiquities. Fortunately for tourists, Chiang Rai is also a center for community development
projects, helping rural villagers develop their attractions without adversely affecting their
natural and cultural assets. Team decided to build up Pub and restaurant in Chiang Rai, with a
Fish spa, because of Chiang Rai province has many attractive places where traveler wants to
visit it, and fish spa is more interested nowadays, it will nibble at customers‟ foot and it is not
dangerous to customers absolutely. Then, PUB & PUB & PUB arranges live music service
and live football service to the customer for free.
In PUB & PUB & PUB‟s vision and mission, the vision is “To be the best Pub and
Restaurant in Northern part of Thailand” and the mission is Team need to build up a good
team work, training employee, and training waiter for satisfy customer. The team needs to
create a good service and create a good environment for customers‟ comfortable. The team
will provide products and services which are from good quality. Pub& Pub& Pub provides
the suitable location that has good atmosphere and space for customer who wants to meet
their friends, and the customer will feel comfortably.
In competition of pub and restaurant business, there are indirect competitors available in
Chiang Rai; for example, Leelavadee, Ozone and Tem Rom Pub, Lah Lah Bar and The
Terraze. These competitors have different style in conducting the business, different style of
layout, food and beverage menus, and atmosphere; however, PUB & PUB & PUB has no a
direct competitor due to PUB & PUB & PUB‟s differentiate from other by adding the fish spa
to be alternative service. Chiang Rai has a total population approximately 1,200,000 people,
team emphasizes on people who are age 20-50 to be our customer, because they have more
purchasing power and legally to buy alcohol, people who are age 20-50 is about 46% or
556,391 people of total population in Chiang Rai. In market segmentation, there are three
group of segmentation; the first group is the age between 20 and 29(32% or 171,036 people).
The second is the age between 30 and 39(32% or 169,894 people). The last is the age

between 40 and 50 (36% or 196,198 people). Then, we choose a population age between 20
and 29 to be our market target; they have the most purchasing power in Pub & Restaurant or
entertainment place in Chiang Rai. We design and place a decoration in Lanna style and
delicious foods which are Lanna food and Thai food for appropriating with Chiang Rai
province; in addition, there‟s the fish spa available for the customer, so this is our market
position. Furthermore, PUB & PUB & PUB runs the business by applying with marketing
mix strategy, 4Ps strategy; it consists of analyzing product, price, place, and promotion. It
helps PUB & PUB & PUB to analyze internal factor of the business to get competitive
advantage.
According to the sale forecast each year of PUB & PUB & PUB, it shows an amount of
total sale from 2010 until 2014, it shows that the season has affect to total sale because of
there is an event in each season of year, it makes a growth sale in that season. Our business
can be promoted to the customer for rising the total sale by the promotion including of
advertisements through website, radio, and brochure as well Calculation of the sale forecast is
based on number of the customer. After that, team expects to get 80 percents from customer
targets (100%) in the first year. In following year, team will get full of customer target
(100%). In addition, team assumes that amount of sale will increase 5 percent from event
period, and the sale will growth equally at 10 percent in every year.
PUB & PUB & PUB provides good product and service to the customer, including of
food, beverage, and fish spa. In the food, we are classified the food in three categories (small,
medium, and big size) to be sample in ordering of the customer. In the beverage, there‟re
many beverages available for the customer including of soft drink, water, and whisky. In the
service of PUB & PUB & PUB, there are the fish spa, live music service, and live football
service available for the customer as well.
In our service process, PUB & PUB & PUB‟s customers have to get great experience
from our shop, and then we‟ll entertain the customer well. When the customers come for
service, an employee will greet them and ask the customer what you want to order. After that,
the employee serves foods for the customers. In fish spa service, the customers will be served
at 1st floor of the shop; by the way, staff advices the customer for an advantage of using fish
spa service.
For cost of investment, firstly, Pre-Operating cost consists of billboard, internet and
telephone setting cost, air condition setting cost, cost of decoration, cost of registration, cost

of land, cost of building, and cost of car parking. In organization management, team classifies
a position into 5 groups of department including of general manager, marketing, financial,
maintaining, and security. And the employees will be recruited and selected by company‟s
qualification; moreover, they will be also trained by professional staffs.
A risk analysis involves identifying the most probable threats to an organization and
analyzing the related weakness of the organization to these threats. PUB & PUB & PUB
divides the risk factors into two parts following external part and internal part. The external
factors are including changing in technology, economic condition, change in customer need
and competitive condition. The internal factors are including human resource, time
management risk, brawl of customer and financial risk. In the financial analysis, if the
company‟s sale decrease, it affect with sale revenue and net income will be decreased. When
interest rate is increased the company has responsibility to pay more interest, the company‟s
payback will be longer. If cost/expense are increased it will affect with company net income
and the company„s payback period will be longer. Those risks are hard to control and manage
the company need to develop the strategies to deal with many risks which will happen in the
future.
In the conclusion, PUB & PUB & PUB has feasibility for investment in Chiang Rai
market because Chiang Rai is a center for community development projects, and there are
also many traveler both Thai people and foreigner visiting in Chiang Rai province.

Appendix A

Sale decrease 5%


Sale decrease 10%



Sale decrease 15%


Cost increase 5%



Cost increase 10%


Cost increase 15%



Interest increase by 1% to be 12%


Interest increase by 2% to be 13%



Interest increase by 3% to be 14 %



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Project Feasibility and Evaluation, MAE FAH LUANG University, 2010

Miss Supawadee Chaiwang

1.1 Background and Significance of the Project ................................................................................. 6

1.2 Project Objective ........................................................................................................................... 7

1.3 Benefits of Project......................................................................................................................... 7

1.4 Activities/Time Frame .................................................................................................................. 8

Chapter 2 Industry profile ....................................................................................................................... 9

2.1 Nature of Pub and Restaurant ..................................................................................................... 10

2.2 Situation of Pub and Restaurant .................................................................................................. 14

2.3 Product and service ..................................................................................................................... 15

2.3.1 Product ................................................................................................................................. 15

2.3.2 Service .................................................................................................................................. 17

2.4 Vision .......................................................................................................................................... 19

2.5 Mission ...................................................................................................................................... 19

2.6.1 Corporate level ..................................................................................................................... 20

2.6.2 Business strategy .................................................................................................................. 20

2.6.3 Functional strategy ............................................................................................................... 21

Chapter 3 Marketing Feasibility ........................................................................................................... 23

3.1 Marketing Analysis ..................................................................................................................... 24

3.1.1 General Environment Analysis ............................................................................................ 24

3.1.2 Competitor analysis.............................................................................................................. 26

3.2 STP Analysis............................................................................................................................... 36

3.2.1Market Segmentation ............................................................................................................ 36

3.2.2Target Analysis ..................................................................................................................... 36

3.2.3Position Analysis .................................................................................................................. 37

3.3 Marketing Mix Strategy .............................................................................................................. 37

3.3.1 Product and Service Strategy ............................................................................................... 37

3.3.2 Price Strategy ....................................................................................................................... 40

3.3.3 Place Strategy....................................................................................................................... 40

3.3.4 Promotion Strategy .............................................................................................................. 41

3.4 Sale forecast/Profit estimate........................................................................................................ 42

3.5 Marketing Expense (sale incentive) ............................................................................................ 55

3.6 Conclusion in market feasibility ................................................................................................. 64

Chapter 4 Technical Analysis ............................................................................................................... 65

4.1.1 Product and service characteristics ...................................................................................... 66

4.1.2 Service Process .................................................................................................................... 72

4.1.3 Location ............................................................................................................................... 72

4.1.4 Factory Layout ..................................................................................................................... 74

4.1.6 Facility management ............................................................................................................ 81

4.1.7 Equipment and supplies ....................................................................................................... 82

4.2 Cost of investment ...................................................................................................................... 99

4.2.1 Pre-Operating cost................................................................................................................ 99

4.3 Investment cost ......................................................................................................................... 105

4.3.1 Equipment and Tools ......................................................................................................... 105

4.4 Management Analysis ............................................................................................................... 118

4.4.1 Organization Management ................................................................................................. 118

4.4.2 Organization Chart ............................................................................................................. 119

4.4.3 Administrative cost ............................................................................................................ 128

4.5 Technical Feasibility Conclusion .............................................................................................. 135

Chapter 5 Financial Analysis .............................................................................................................. 136

5.1 Income statement ...................................................................................................................... 137

5.2 Balance sheet ............................................................................................................................ 142

5.3 Cash Flow ................................................................................................................................. 147

Chapter 6 Risk Analysis...................................................................................................................... 152

6.1 Risk Analysis ............................................................................................................................ 153

6.1.1 External force ..................................................................................................................... 153

6.1.2 Internal force ...................................................................................................................... 155

6.2 Conclusion of risk management ................................................................................................ 162

Chapter 7 Summary ............................................................................................................................ 163

7.1 Summary of project feasibility study ........................................................................................ 164

Appendix A ......................................................................................................................................... 167

1.1 Background and Significance of the Project

The Growth of Pub and Restaurant Business in Thailand

Description 2004 2005 2006

PUB&PUB&PUB Ltd.

PUB&PUB&PUB Ltd.