Bindu Thai Lanna Restaurant_B13

8/7/2019 Bindu Thai Lanna Restaurant_B13

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Preface

In the past, the competition between Thai Lanna food businesses is not high and the

size of investment is small. Then the entrepreneurs can make a decision in easily and notconcern about feasibility study. Nowadays is globalization that there is high competition in

any businesses. So, there are many factors that have influence to the investment such as

internal factors, external factors, economic, technology, social, and legal which are more

influence to decision making. So, the entrepreneurs in both of small and large must learn and

understand about the feasibility of project in carefully.

The study of feasibility also concerns details in every parts of administration that

consist of planning, analysis, financing, and marketing until evaluation. We learn about the

feasibility of Thai Lanna food business for use it to be guideline to do the business in the

future.

If our report has any problems, we are apologizing in our mistake and we promise that

we will do it better in the next project.

Regard

Bindu Thai Lanna Restaurant


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Contents

Acknowledgement .................................................................................................................... 9

Chapter 1: Introduction ........................................................................................................ 10

Background and significance of the project ......................................................10

Project objectives ............................................................................................. 12

Benefits of project ............................................................................................ 12

Activities/ Time frame ....................................................................................... 13

Chapter 2: Industry Profile ................................................................................................... 15

Nature of Industry ............................................................................................. 15

Situation of Industry ......................................................................................... 17

Product/Service (in General) ............................................................................. 18

Product .......................................................................................................... 19

Service ........................................................................................................... 21

Vision ................................................................................................................ 23

Mission .............................................................................................................. 23

Business Strategy ............................................................................................. 23

Corporate Level............................................................................................. 23

Business Level............................................................................................... 24

Functional Level............................................................................................ 24

Chapter 3: Market Feasibility Study ....................................................................................26

Market Analysis ................................................................................................ 26

Political Analysis ............................................................................................ 26

Economy Analysis .......................................................................................... 27

Social and Environment Analysis .................................................................. 30

Technology Analysis ...................................................................................... 31

Competition Analysis (3Cs Analysis) ................................................................. 32

Competitor Analysis ....................................................................................... 32

STP Analysis ...................................................................................................... 39

Segment ........................................................................................................ 39

Target ............................................................................................................ 41

Positioning ..................................................................................................... 43

Marketing Mix Strategy ..................................................................................... 44

Product .......................................................................................................... 44

Price ............................................................................................................ 44


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Place .............................................................................................................. 45

Promotion ...................................................................................................... 45

Sale Forecast/ Profit estimate ........................................................................... 45

Marketing Expense ........................................................................................... 55

Conclusion ........................................................................................................ 61

Chapter 4: Production and Operation Analysis ..................................................................63

Product Characteristic ...................................................................................... 63

Production and service process ........................................................................ 66

Location ............................................................................................................ 66

Facility Layout .................................................................................................. 70

Logistics Management ...................................................................................... 73

Facility Management ........................................................................................ 73

Cost of investment ............................................................................................ 74

Investment cost ................................................................................................ 79

Depreciation ..................................................................................................... 80

Depreciation Year 1 ....................................................................................... 82





Operating cost .................................................................................................. 92

Management Analysis ....................................................................................... 92

Chapter 5: Financial analysis ................................................................................................93

Income statement ............................................................................................. 93

Year 1 ............................................................................................................ 93

Year 2 ............................................................................................................ 95

Year 3 ............................................................................................................ 97

Year 4 ............................................................................................................ 99

Year 5 .......................................................................................................... 101

Cash Flow ....................................................................................................... 103

Balance sheet ................................................................................................. 109

NPV and IRR .................................................................................................... 114

Chapter 6: Risk .................................................................................................................... 121

Internal risk .................................................................................................... 121


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External risk .................................................................................................... 123

Chapter 7: Conclusion .........................................................................................................125

Appendices ............................................................................................................................ 128


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Acknowledgement

ThankMr Chaiyawat Thongintrfor consultation and suggestions about the processapproach.

Thank my friends from other groups for suggestion the information and to reviews in

report.

Thank about the Medias such as internet that give information or details to support

our report.
http://e-learning.mfu.ac.th/course/courseinfo.asp?courseid=%7BC464A774-3E11-43A0-824D-1552426F0085%7D&lan=ENhttp://e-learning.mfu.ac.th/course/courseinfo.asp?courseid=%7BC464A774-3E11-43A0-824D-1552426F0085%7D&lan=EN


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Chapter 1: Introduction

Background and significance of the project

The Northern of Thailand is mountainous and more temperate than the rest of the

country, with slightly cooler weather year-round. Its location near China and Burma has

made the North a trading center and a crossroads for culture and people like the Tai,

Burmese, Chinese and many various hill tribes who all brought their own foods and cooking

styles. Our business decided to do Khan Tok Lanna restaurant at Chiangrai province.

Chiangrai is the first city of Lanna kingdom by King Mieng rai. When we think about

Chiangrai we must to think to Lanna traditional because it is the origin of Lanna so, it can

represent to Lanna traditional and Lanna cultural very well. And Khan Tok is a food

traditional of northern region. Therefore any reasons that we show to you are the reasons that

we decided to do our Thai Lanna restaurant at Chiangrai province.

Thai food varies from region to region due to geography and history. In the West,

most Thai restaurants serve Bangkok-style cuisine, so travelling in Thailand is a culinary

adventure of discovery. Lanna-style cuisine comes from the mountainous area of the country,

where the winter months are much cooler than anywhere else in Thailand, with some regionseven reaching freezing temperatures on the mountain tops! The region is abundant with wild

mushrooms, forest vegetables and fruits and wildlife which all feature in this less well-known

regional cuisine of Thailand.

The foods of the Northern or Lanna are characterized by thisabundance of flavors and

influences, with many typical foods tracing their origins to a number of different cuisines.

The North's historical isolation, thanks to its mountainous terrain, allowed its cuisine to

develop uniquely from that of Bangkok and the rest of Thailand. One of the most notable

characteristics of Lanna food is that it is not spicy and even somewhat bland or sweet in

flavor. (templeofthai, 2011)

The main thing that indicates to Thai Lanna foods is Khantoke, in the Northern dialect

means a wooden tray used for carrying dishes. Round in shape, it is made of wood, varnished

or lacquered with 5 or 6 short legs to support it. At a khantok dinner, the host and the invited

guests sit on the floor around the khantok, which serves 5 or 6 persons. The tradition of


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wearing northern mohom costume for a khantok dinner is no longer observed today.

(Thaiwayamagazine, 2011)

So, if we talk about Thai Lanna business, we will think about many kinds of Thai

Lanna foods in restaurant. And there are many businesses in Northern Thailand. But have you

ever thought that how do you do in your business for different to other competitors which

there are a lot of Thai Lanna business in the present. And also how to motivate the customers

to interested in your restaurant. So, we brain storming for think about how our business will

differentiates from others. Eventually, we will build our restaurant to be The giant of

Khantoke for motivate the customers. Because of most of Thai Lanna restaurants have same

pattern, it means that some of them are Thai restaurant style, Lanna foods, Lanna

performances, etc. which many of them are same, then we think the main point of our

restaurant for to be the sale point for customers who want differentiate and identity in itself.

Therefore it different from others and difficult to build to be the giant of Khantoke so, we

have to use a lot of money and high investment. In addition to the tasty, clean, and fresh of

foods and the best Lanna performances will help to support for customers motivate to

interesting in this restaurant more and more. It will be the best things because most of people

must eat and want entertainment. It will make them happy and enjoy in during their meals. So

we think this business is very important for everybody all of past, present, and future.

Our business is Thai Lanna Restaurant, it provides several of Thai Lanna foods that

have famous both past and present. The reasons that make us to choose this business: first, we

are really interested in Thai Lanna foods because we think it make us to know about the way

of life of local people in the past. Then we really want to learn about Thai Lanna history by

though the Thai Lanna food. And then, we start to learn about the many kinds of Thai Lanna

foods much more for to be a professional. For make it to provide the customers who really

interested in Thai Lanna foods and want to taste it. Moreover, we concentrate to make anyThai Lanna foods in every process for available to customer satisfaction. And second, we

want to publish Thai Lanna foods for everybody know what is it and how to make it in every

processes for everyone turn to pay attention for eat Thai Lanna foods more and more and also

the Lanna performances that demonstrate Thai Lanna tradition.


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Project objectives

The project Thai Lanna restaurant business has required knowledge and objective as

follow

1. For study in the real situation and analysis situation.

2. For study about marketing and competitors.

3. For study return and risk of project.

Benefits of project

The benefit from project after accomplish from set and learn process of the project,

and it lead you to understand every step to make the project in the real life.

1. Generate the creative ideas

2. Can evaluate and identify the meaning of the Project Feasibility.

3. Have more ability to solve the problem when situation change.

4. Have more skill and efficiency to do the project in the real situation.

5. Have participation of group work.

6. We will know how to manage the restaurant in realistic.

7. We can forecast what will happen or what should we do to operate our

business. We can cut the cost and save money to the future.

8. This project will help us to be young businessman.


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Activities/ Time frame

Ti

me

Activities

Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9

1. Meeting and

discussion for

choose the

business that we

want to do.

2. Plan the

operation of

business.

3. Survey the

market of Thai

Lanna restaurant

and choose target

market of

business.

4. Set the budgetof the business.

5. Survey good

location of the

business and buy

the building.

6. Design and

decorate the

business.

7. Buy material

and equipment.

8. Set upelectronic and

equipment.

9. Promote our

business and

advertisement.

Table 1.1: Show activities/time frame of study


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Chapter 2: Industry Profile

Nature of Industry

The history of Kantoke and traditional

Kantoke tradition is the popular traditional of northern

people have to practice together since of ancient tradition.

Kantoke is the dinner party by eating Kantoke and there are many

names call Kin Khao Lang Kontoke and Kantoke tradition or

Satoke.

Kantoke is a container made of wood by take the lathe

cycle like a tray. A small Kantoke have diameter about 14 inches

and big size have diameter about 20 inches or if Kantoke for lord of north or baron will be

modified as luxury and beautiful, sometime Kantoke make by silver or Tong Kalai or lacquer

and gilded.

In the ancient, the north people popular to eat local food. When housewife made cook

completed to take Tok out of kitchen by in Tok have rice and many dishes and when finish to

eating to keep Tok for save the time. It is the culture of north people to practice succession

and Kantok tradition is also popular party to entertain visitors.

The present objectives Kantok tradition has to develop from the ancient for reception

guests visiting to give luxury, equations and for so impression. Addition, hospitality have to

applied by add to entertainment, atmosphere to feel northern city such as decorate stage by

flowers by the flower have to blend together in the concept of northern city for make guests

visiting feel good. So addition of objective for presents the spirit to the guests visiting and

gives equations to guests. It has aims at hidden several ways such

as some local have held Kantoke for conserve and revive the

culture in local, revive a traditional dress, make local food to

promote tourism and some local have built Kantoke party for make

the local people have the money and have jobs.


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Kantoke party will start from participate with people to provide everything include

with place by it have decorate the stage, scenes, and show on stage. The popular place is held

outdoors such as lawn by use mat for sit about5 to 6 people and Kantoke has in the middle.

The most Kantoke have foods about 5 to 6 such as Gaeng Haeng Lay, Keab Moo, Nam Prik

Ong, vegetables, and indispensable thing is sticky rice, sometime northern people call Khao

Neung. The people who make sticky rice have high skill and knowledge to make by start

from take rice to soak with water it call Ma Khao one night then when bring rice to steam and

when the rice ripen bring the rice to Kratip sometime call Aap or Kong Khao.

Kantoke party has often big Kratip it call Kratip Luang.

It have like general Kratip but it have big size and some local

has parade of Kratip Luang or Kantoke by the parade has Thai

dancing before parade of Kantoke and music for congratulate

and celebrate Kantoke party. When Kantoke parade arrive to

the party. The people bring Kratip Luang to the center of party

and divide sticky rice to small Krapit and distribute to people

around Kantoke party.

The people who eating Kantoke often sit on mat or bench and the people have wear

traditional dress of northern people by the men wear Mo Hom shirt, loincloth and jasmine

garland and the women wear sarong and shirt and keep flower in the ears or jasmine garland.

Addition meal dish, Kantoke has dessert for Kantoke party such as Khao Pad, Khao

Tan, fried banana, and Khao kob. For the atmosphere to built the guests visiting impression

by use light from lamp or candle and the stage has to decorate to feel northern city and have

music brand to play when the guests eating Kantoke and have the show of Thai dancing or

Thai Lanna dancing for break the program. The most popular show often have Thai Lanna

dancing and local music.


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Now, Kantoke party has to adapt by

bring the arts and culture of northern

people to applied in to the present such

as held to contest of the lantern and

light the firework on the night.

Kantoke party is the identity traditional

of northern part of Thailand and it to

conserve the life style of northern

people, culture, and the way of life.

(khantok.com, 2010)

Situation of Industry


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Khantoke dinners have long been a popular tourist attraction in areas of Northern

Thailand, particularly around Chiang Mai and Chiang Rai. Tourists are usually treated to

authentic northern Thai cuisine while being entertained by traditional dancers in decorative

costumes.

Traditionally when a northern Thai family eats they sit on small cushions around a

low table called a "toke". Their table features "khan" - an assortment of traditional northern

finger foods in small bowls served on a platter with large wooden spoons.

Eating this style of dinner involves breaking off chunks of "Khao Niew " sticky rice,

and either dipping it into the bowls with sauces or curries, or enjoying it with meat dishes.

There are always a variety of foods shared among the diners, so each can sample sweet, sourand spicy tastes. Enjoying a Khantoke dinner is one of the best experiences you can choose as

a tourist to Thailand.

Product

There are many kinds of foods in Khantoke, it will include some of these:

Kang Hung Le: Pork Curry Northern Style

A Burmese influenced stewed pork curry which uses

peanuts, dried chilies and tamarind juice in the recipe but

containing no coconut milk.

Kao: Sticky Rice or Boiled Rice Sticky rice,

(called Khao Niew) is an essential and integral

element of Thai cooking and cuisine, and is a

must have accompaniment for certain dishes


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such as Lanna foods, etc. In the Northern region, people always eat sticky rice with

their foods same as it is the part of their life.

Namprik Ong: Chopped Pork with Tomato and Herb.

It is a recipe for Northern Thailand's famous red minced

pork Namprik. Spicy pork based dipping sauce for raw

and steamed vegetables and one of Northern Thai

cooking's signature dishes.

Namprik Num: Spicy Chili Sauce Northern Style

with Fresh and Boiled Vegetable. Namprik Num is

chili paste, made from young chilies called numprik in

the Northern Thai dialect. The chilies are long and

light green. The chili paste itself is thick, wet and

fibrous, as a result of pounding together a mixture of

roasted chilies, shallots, garlic, tomatoes, and other

ingredients. Namprik Num is hot, salty, and sweet due to its

various ingredients, and sticky rice.

Kab Moo: Crispy Fried Pork Skin. (A deep fried

crispy pork rinds, often eaten with Namprik Num and

also eaten as a snack.)

Pud Pak: Fried Vegetable with Pork Shrimp

or Beef


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Sai Ua: Grilled Sausage of Ground Pork, a grilled sausage of ground pork mixed

with spices and herbs, similar to Lao sausage; it is often served with chopped fresh

ginger and chilies at a meal.

Kai Tod: Fried Chicken

Fruits and desserts: from

seasonal

Service

There are many varieties of countryside dances, old traditional dances and other local

ceremonial dances. Typical and popular dances you're likely to see while at one of these

shows will include some of these.

Candle dance (Fawn Tian): The typical of the Thai Kheun

tribe, this dance is performed in honor of the Buddha. The female

dancers pay homage to the divinities that protect the eight cardinal

points of the Earth, asking them to pass through the candlelight in

homage to the Buddha.

Sword dance: This dance is inspired byan ancient martial art that requires tremendous courage and strength,


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and excellent reflexes. The dancers balance a number of swords on different parts of their

bodies while fighting off their rival with a sword sheath.

Glong Sabad Chai(Drums ceremony): The

most famous drum in northern, hanging on the

double wooden bars carried by men who must

be puissance a muscular body. In the past,

people will use beat in the war for give spirit

and good luck for the brave soldiers. But now

its become to the main performance inthe Northern Thailand.

Salaw Saw Seung: The seung is a lute from the

northern region of Thailand. It made from hardwood

and its strings (numbering either four or six) are

most often made of steel wire. Along with the salaw

(3-string spike fiddle) and pi saw (free reed pipe).

So, all of these called the salaw-saw-seung

ensemble.

Fingernail Dance (Fawn Leb): It usually presented by five pairs of

female dancers. Each dancer will be wearing finger stalls of beaten and

polished brass; these "fingernails" are about 15 cms (6 ins) long and give

a wonderfully graceful extension to already supple fingers. They are also

designed to accentuate the fluid hand movements of Classical Dance.

(LannaGuide, 2010)


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Vision

Our business wants to remain the leading Thai Lanna food restaurant in Chiang Rai,

by presenting 100% of customer and guest satisfaction through quality, service, cleanliness,

and value. We also maintain a profitable operation to continue our product and service, at a

reasonable cost, in a comfortable atmosphere, with exceptional service for driving sales and

increasing profits.

Mission

We will establish partnerships with Thai Lanna catering and restaurant while

providing exceptional with the Thai Lanna shows with high quality experiences for customer

and guest by developing and training of our staff. In other hand, we will corporate citizenship

and support the development of the society and community too.

Business Strategy

Our business use business strategy to operate and manage the standard of Thai Lanna

Restaurant. We divided into 3 categories;

Corporate Level

Corporate Level is refers to the direction of business which used to describe the way

in development. The corporate level is a vision of the executive in the direction of the

organization, and can communicate the vision to employee and customer to realize. Our

business has vision is wants to remain the leading Thai Lanna food restaurant in Chiang Rai,

by presenting 100% of customer and guest satisfaction through quality, service, cleanliness,

and value. So, in corporate level our business in vision and find something to develop follow

this;

- Quality: maintain the quality of Lanna foods in original version for make identity of

our Thai Lanna Restaurant.


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- Service: our business have course to train the employee service personality for

service to customer satisfaction. And make customer know they are important by service

them in high standard quality.

- Cleanliness: foods of our restaurant are clean and fresh every day. We use the fresh

raw material to cooking foods. And we decoration our restaurant pattern to see clean and

clear.

- Value: we use the identity of Lanna to decoration into location for make value into

our restaurant. In our restaurant have Lanna traditional show for support to add value into our

service.

Business Level

Business Level is the strategy that business used in competitive enterprise for

selection an appropriate business strategy to determine what thing in our business should to

do first, for make our business has competitive advantages more than competitors. Our

business use Differentiation Strategies to make differentiated our business from the general

Thai Lanna restaurant in Chiang Rai, The form of our restaurant building is created the

building to look like to Tok. Tok is like a small table that put the cup of Thai Lanna foodswhich use when Thai Northern people eating. Our Business created the building from look

like Tok because Tok is one symbol of Thai Lanna foods. We created our building

outstanding for make the business different from others and have identity for attract customer

who prefer the exotic Thai Lanna restaurant style.

Functional Level

Functional Level is refers to the policy line for division. The strategies used at the

operational level to achieve the objectives of the business, which can be evaluated in clearly.

From our business divide functional level follows this;

- Marketing: Our building was built different from other restaurants for attract many

customers to come to visit. Therefore in the Northern region have many Thai Lanna

Restaurants so we think if we create the difference thing from others, it has positive impact to

our restaurant. It makes our restaurant has more customers than others and get a lot of profitin the future. And also we promote Lanna traditional foods and performances to customers. In


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the future we will expand the branches in Northern region.

- Manufacturing: Our production process, we bring fresh and clean raw materials to

produce many kinds of Lanna foods for serve our customers.

- Logistic: We buy raw materials from local people because we think it will be

cheaper than others, fresh, clean and safety.

- Finance: We seek the outside investors for invest with our project. Its about ten

million baht for initial capital.


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Chapter 3: Market Feasibility Study

Market Analysis

General Environment Analysis

Political Analysis

Although, the situation of Thailand will face with many problems such as political

instability, economic slowdown, and the higher of oil prices but Thai people still travel in

domestic continuously.

So, the government try to solve these problems by offer policies for attract tourists

come to travel and invest more in every year. Then they announce tourism as a national

agenda on 17 April 2552 for every party help to recovery tourism industry crisis which is

main economic base of country to become better as quickly as possible. For these reasons the

government set strategy for stimulates tourism in 2552 2555. (thai2learn, 2011)

And then we think the policies that government creates and supports for help tourism

to be better are good ways for every business in country because they can run the business in

easy way. Therefore if the country doesnt have tourism, business also cant run. In addition

to tourism is very important that help to businesses in country are growth continuously. So,

its same with our business that wants tourists to come to use our service because we must to

Number (thousand people) Incomes (million baht)

Number (thousand people)

Incomes (million baht)


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use profit and income to run the business to be continues. So, its positive impacts to our

business for help our business is growth and run to the future.

Economy Analysis

In 2553, the number of international tourists that come to travel in Thailand is about

7.5 million persons. The growth rate increased by 13.7 percent from receive the number of

international tourists which so high in the first quarter. For the second quarter is decrease

condition from 2552 at 3.6 percent but tourists are still come to travel in Phuket by through

Phuket International Airport in continuously at 40 percent. So the forecast in 2553 about

overall of tourism that its better than in 2552 and have chance to growth of the number of

tourists at more than 14.5 million persons.Although in 2553, Thailand had political crisis in domestic but its not direct impact

to tourism of Thai people because they think the tourism is important tool that help to

increase their own happiness and is the main reason to relaxation. So the forecast in 2553 will

have Thai people who come to travel in domestic around 88 million persons and caused the

current income in domestic around 413,000 million baht.

For the tourism situation in 2554, will have inflation problem by expect that the

number of travel in domestic around 91 million persons and can receive incomes fromtourism around 432,000 million baht in increased rate at 4.6 percent. For the international

marketing, will make revenue in tourism at 9 percent from the number of income around

600,000 million baht and the number of tourists around 15.5 million persons. The PATA

forecast the growth of tourists in 2554, which have chance to grow at 6 percent or more by

under the condition that do not impact on politic. In Thailand still have friendship, several of

tourist attractions, and value of money are strengths of Thailand in competition in world

marketing. So, Tourism Authority of Thailand (TAT) will use strategy for built strengthen by

use campaign Amazing Thailand: Always Amazes You and concern the charm and the way

of life of Thai people for represent The charm of Thai that have special identity. Because of

tourism is one of life that link together to be Thai identity in sustainable. (Ministry of

Tourism & Sports, 2011)


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International Tourist Arrivals to Thailand

By Nationality

Month 2008 2009 % 2010 %

January 1,437,686 1,269,978 -11.67 1,604,179 26.32

February 1,481,458 1,138,220 -23.17 1,614,844 41.87

March 1,407,649 1,237,132 -12.11 1,439,401 16.35

April 1,222,253 1,085,293 -11.21 1,108,209 2.11

May 1,172,310 923,918 -21.19 804,492 -12.93

June 1,155,004 954,772 -17.34 943,900 -1.14

July 1,275,557 1,094,658 -14.18 1,250,355 14.22

August 1,214,678 1,149,288 -5.38 1,251,556 8.90

September 890,066 1,040,538 16.91 1,191,755 14.53

October 1,094,452 1,209,473 10.51 1,313,577 8.61

November 1,076,156 1,361,574 26.52 1,472,752 8.17

December 1,156,951 1,684,997 45.64 1,802,160 6.95

Total 14,584,220 14,149,841 -2.98

Quarter 2008 2009 % 2010 %

Quarter 1 4,326,793 3,645,330 -15.50 4,658,424 27.80

Quarter 2 3,549,567 2,963,983 -16.50 2,856,601 -3.62

Quarter 3 3,380,301 3,284,484 -2.83 3,693,666 12.46Quarter 4 3,327,559 4,256,044 27.90 3,406,269 -19.96

Total 14,584,220 14,149,841 -2.98

(Ministry of Tourism & Sports, 2011)
http://secretary.mots.go.th/download/graph/2009/by_nationality/Inter_January_2009.pdfhttp://secretary.mots.go.th/download/graph/2010/by_nationality/Inter_Jan_2010.pdfhttp://secretary.mots.go.th/download/graph/2009/by_nationality/Inter_February_2009.pdfhttp://secretary.mots.go.th/download/graph/2010/by_nationality/Inter_Feb_2010.pdfhttp://secretary.mots.go.th/download/graph/2009/by_nationality/Inter_March_2009.pdfhttp://secretary.mots.go.th/download/graph/2010/by_nationality/Inter_Mar_2010.pdfhttp://secretary.mots.go.th/download/graph/2009/by_nationality/Inter_April_2009.pdfhttp://secretary.mots.go.th/download/graph/2010/by_nationality/Inter_Apr_2010.pdfhttp://secretary.mots.go.th/download/graph/2009/by_nationality/Inter_May_2009.pdfhttp://secretary.mots.go.th/download/graph/2010/by_nationality/Inter_May_2010.pdfhttp://secretary.mots.go.th/download/graph/2009/by_nationality/Inter_June_2009.pdfhttp://secretary.mots.go.th/download/graph/2010/by_nationality/Inter_June_2010.pdfhttp://secretary.mots.go.th/download/graph/2009/by_nationality/Inter_July_2009.pdfhttp://secretary.mots.go.th/download/graph/2010/by_nationality/Inter_July_2010.pdfhttp://secretary.mots.go.th/download/graph/2009/by_nationality/Inter_Aug_2009.pdfhttp://secretary.mots.go.th/download/graph/2010/by_nationality/Inter_Aug_2010.pdfhttp://secretary.mots.go.th/download/graph/2009/by_nationality/Inter_Sep_2009.pdfhttp://secretary.mots.go.th/download/graph/2010/by_nationality/Inter_Sep_2010.pdfhttp://secretary.mots.go.th/download/graph/2009/by_nationality/Inter_October_2009.pdfhttp://secretary.mots.go.th/download/graph/2010/by_nationality/Inter_Oct_2010.pdfhttp://secretary.mots.go.th/download/graph/2009/by_nationality/Inter_November_2009.pdfhttp://secretary.mots.go.th/download/graph/2010/by_nationality/Inter_Nov_2010.pdfhttp://secretary.mots.go.th/download/graph/2009/by_nationality/Inter_Dec_2009.pdfhttp://secretary.mots.go.th/download/graph/2010/by_nationality/Inter_Dec_2010(1).pdfhttp://secretary.mots.go.th/download/graph/2009/by_nationality/Inter_Jan-Dec2009.pdfhttp://secretary.mots.go.th/download/graph/2009/by_nationality/Inter_January_2009.pdfhttp://secretary.mots.go.th/download/graph/2010/by_nationality/Inter_Jan_2010.pdfhttp://secretary.mots.go.th/download/graph/2009/by_nationality/Inter_February_2009.pdfhttp://secretary.mots.go.th/download/graph/2010/by_nationality/Inter_Feb_2010.pdfhttp://secretary.mots.go.th/download/graph/2009/by_nationality/Inter_March_2009.pdfhttp://secretary.mots.go.th/download/graph/2010/by_nationality/Inter_Mar_2010.pdfhttp://secretary.mots.go.th/download/graph/2009/by_nationality/Inter_April_2009.pdfhttp://secretary.mots.go.th/download/graph/2010/by_nationality/Inter_Apr_2010.pdfhttp://secretary.mots.go.th/download/graph/2009/by_nationality/Inter_May_2009.pdfhttp://secretary.mots.go.th/download/graph/2010/by_nationality/Inter_May_2010.pdfhttp://secretary.mots.go.th/download/graph/2009/by_nationality/Inter_June_2009.pdfhttp://secretary.mots.go.th/download/graph/2010/by_nationality/Inter_June_2010.pdfhttp://secretary.mots.go.th/download/graph/2009/by_nationality/Inter_July_2009.pdfhttp://secretary.mots.go.th/download/graph/2010/by_nationality/Inter_July_2010.pdfhttp://secretary.mots.go.th/download/graph/2009/by_nationality/Inter_Aug_2009.pdfhttp://secretary.mots.go.th/download/graph/2010/by_nationality/Inter_Aug_2010.pdfhttp://secretary.mots.go.th/download/graph/2009/by_nationality/Inter_Sep_2009.pdfhttp://secretary.mots.go.th/download/graph/2010/by_nationality/Inter_Sep_2010.pdfhttp://secretary.mots.go.th/download/graph/2009/by_nationality/Inter_October_2009.pdfhttp://secretary.mots.go.th/download/graph/2010/by_nationality/Inter_Oct_2010.pdfhttp://secretary.mots.go.th/download/graph/2009/by_nationality/Inter_November_2009.pdfhttp://secretary.mots.go.th/download/graph/2010/by_nationality/Inter_Nov_2010.pdfhttp://secretary.mots.go.th/download/graph/2009/by_nationality/Inter_Dec_2009.pdfhttp://secretary.mots.go.th/download/graph/2010/by_nationality/Inter_Dec_2010(1).pdfhttp://secretary.mots.go.th/download/graph/2009/by_nationality/Inter_Jan-Dec2009.pdf


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Establishments 111 113 - 1.77

Rooms 5,519 5,512 + 0.13

Occupancy Rate ( % ) 35.39 37.62 - 2.23

Average Length of Stay (Day) 1.65 1.72 - 0.07

Number of Guest Arrivals 885,611 862,321 + 2.70

Thai 639,292 621,549 + 2.85

Foreigners 246,319 240,772 + 2.30

(deparetment of tourism, 2010)

Social and Environment Analysis

Chiang Rai is a land of outstanding natural beauty, where visitors looking to avoid the

hordes for relaxation in their holiday. Today, Chiang Rai is a travelers paradise, endowed

with abundant natural attractions and antiquities. Attractions range from ruins of ancient

settlements and Buddhist shrines to magnificent mountain scenery and hill tribe villages. For

those interested in the natural side of Chiang Rai, jungle trekking is a magical experience;

explore the mountains of the north along various hiking trails, many of which access the

villages of diverse hill tribes groups, many of whom maintain their traditional lifestyles.

Chiang Rai, the former capital of the great Lanna Kingdom, is a fascinating province

filled with cultural and natural wonders, including the Golden Triangle where Thailand, Laos,

and Burma come together; an area that was once the hub of opium production, a trade that

had much influence on cultural practices and lifestyles. Chiang Rai had stayed off the tourist

radar for many years, its people enjoying very leisurely development and mostly traditional,

rural lifestyles. Until this day, entire clans live together in bamboo houses and each village

has its own individual character.

Recently tourism has boomed in Chiang Rai, where visitors have come to explore the

pristine natural beauty of the countryside, immerse themselves in the indigenous culture, taste

the traditional foods which have many kinds for provide you, including those of a variety of

different hill tribe communities. Fortunately for tourists, Chiang Rai is also a center for

community development projects, helping rural villagers develop their attractions without

adversely affecting their natural and cultural assets. (tourismthailand, 2011)


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Technology Analysis

Technology has changed rapidly and has many new innovations in the present. Thenwe think about the machine that will help us simply in our restaurant. That is the machine that

helps to order the menu. For example, when customers come to our restaurant, the waiter will

serve the foods and drinks for you. This machine can help you when you want foods and

drinks again, you can press the bottom on your table for call the waiter. And waiter will come

to you and ask what you want to eat something else? You can tell them and they will serve

for you. And therefore, our restaurant quite has many customers then we use the washing

machine for help us to wash the plate and dish. And we think in the future, we will bring new

technology to use in our restaurant for help us to convenience and fast in working.


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Competition Analysis (3Cs Analysis)

Competitor Analysis

For the Thai Lanna restaurant business in Chiang rai is quite competitors. The main

competitor of our Thai Lanna restaurant is Sa Bun Nga Khantoke, Chiang rai. Sa Bun Nga

restaurant is a famous restaurant in Chiang rai. They have identity in Lanna pattern for serve

to their customer. They accommodate tourist both Thai and foreign with experience of

executive for over ten years. Enabling it in mind, of quality and service. They have Thai

Lanna music and dance show. It also passed the citification standards in the Mued Dang

Guide, get Clean Food Good Taste, and Thai Food Restaurant to International rewards.

Sa Bun Nga restaurant is located next to International House Hotel Sa Bun Nga, G-Club as

well as good atmosphere, sweet song and handle private tourists too. They have 50 tables

available, 2 banquet, 50 cars on car park, Visa, Master Card. Tel: 053-123456 , Fax: 053-

987654 , andhttp://www.sabun-nga.com. Time open 17:00 23:00 pm. Hence, Sa Bun Ngarestaurant is famous well know restaurant in Chiang rai for a long time. It is high premium

standard degree of Thai Lanna Khantoke restaurant. (saban-nga khantok, 2010)
http://www.sabun-nga.com/http://www.sabun-nga.com/http://www.sabun-nga.com/


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SWOT Analysis

Strength Weakness

- They are only one Thai Lanna

reataurant in Chiangrai.

- They provide many kinds of Thai Lanna

foods and also have shows.

- They have their own ingredient to make

their food such as Sai Ua.

- They accommodate both of Thai and

foreigner tourists.

- At the moment, they lack of employees

that are Thai ladies dance about 6 persons

and cashier about 1 person to work with

their restaurant.

- The restaurant can accommodate

tourists not much and not enough car

park.

Opportunity Threat

- They no have competitor in their

restaurant, so they can earn more money

in khantoke restaurant.

- Around their restaurant have club and

hotel provide to customers.

- According to Chiangrai citizens said

that, Sa Ban Nga restaurant is the most

expensive Thai Lanna restaurant in

Thailand. About 95% of Chiangrai never

been to eat there.


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Food is classified into 2 set - Thai people and Foreign.

- Thai Lanna food for foreign.

1.

Rambutan soup

2.

Hung lae

3.

Namprik Ong

4. Sa

Ban Nga kai tod

5. Kab

Moo

6. Pud Pa

7. Sticky Rice or Boiled Rice

8. Fruits and desserts

- Thai Lanna food for Thai people.

1. Hung Lae

2. Namprik Num

3. Kai tod

4. Sai Ua

5. Kab Moo

6. Namprik Ong


8. Fruits and desserts

Sa Bun Nga restaurant hot promotion

Promotion 2,500/250 PV

1. Heineken 20 bottles + food 500.-


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2. Hundred malt 2 bottles + mixer + food 300.-

3. Food 3000.

Sa Ban Nga G-Club Pub & Restaurant

Other accommodation is Sa Ban Nga pub & restaurant. They provide folksong music

and high quality of service with nice waitresses.

Sa Ban Nga Hotel

Sa Ban Nga restaurant also have Sa Ban Nga hotel which cleaning room, low

price, and facility and amenity provide to their customers.


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Map

Customer Analysis

The customer analysis is the tools for researching the customer requirement, and

demands. What is the customers want and what things the customer less concern for adapting

the products and services to meet customer satisfaction. Our Thai Lanna restaurant focus into

a group of tourist who come to visits Chiang rai and population who live in Chiang rai. There

are both Thai and foreign customers because they want to learn Thai Lanna culture, food, and

show. They can get more knowledge and information from our restaurant. We divide group

of people into 3 segments both Thai and foreigner that are the group of people who travel

Sa Ban Nga Restaurant

Chiang rai bus station

1

Mae Sai Phayao

Chiang rai Hospital


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with a group tour, people who travel alone or by themselves, and also all people who live in

Chiang Rai as follow:

Factor to determine the customers decision

Product: We provide clean, fresh, and tasty food to our customer. We maintain high

quality of food to be a number one of restaurant in Chiang rai. We prepare many kind of Thai

Lanna foods to response both Thai and foreigner customer. So, our customer will receive

high quality of products and satisfied like they need. To make our foods have identity and

differentiate from other.

Service: There are various kinds of countryside dances, old traditional dances and

other local ceremonial dances. Employee have trained and responsibility with hey duty. We

show Thai Lanna traditional while serving food to make customer feel that we concern them

all the time. We will take care all of customers like our family while maintain premium

standard of service.

Environment: We provide both of common room and private room in our restaurant.

We use Thai Lanna style equipments to decorate the whole restaurant. For employee, dress

Thai Lanna cloths. Customer can eat delicious food and looking show together. To make

customer feel that they stay in Lanna atmosphere and feel comfortable to stay in the

restaurant. (Gnetwork, 2010)

Type of people Number of people

Group Tour 278,636

Travel Alone 1,157,799

Population in Chiang Rai 1,227,317


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- Competitive Analysis

Sa Bun Nga is major competitor for our business in Chiang rai. We are going

to make our restaurant different from them. Our restaurant located in town of Chiang rai, near

rim of the Kok River. Its a good location and good environment for attract many tourists.

The tourist can come to restaurant very easy. We give high quality of food while cheaper

price than competitor and also employ well-trained staff. In our restaurant have Lanna

traditional show for support to add value into our service. We also have the souvenir shop

about Thai Lanna food and gift for customer. We are given intensive training to the employee

in takes great care to the customer. We use direct channel to customers and fast delivery

services that make competitive advantage. In fact prices are also determined by competitor's

products and service. If the competitors have the same product, then the price of a product

will go down for attract the customer come to use. In contrast, if our restaurant is popular,

another restaurant has started offering similar products to our restaurant at a lower price and

we are unable to match this. Then we will use high cost to maintain loyalty customer and

attract new customers. Moreover, we think about the machine that will help us simply in our

restaurant and response the need of customer as fast as possible. Nevertheless, we will

support local communities around our restaurant to get benefits form building restaurant near

communities. It is an opportunity for our restaurant to advertise to other people and make

them know and maintain profit too. We welcome all of customer and service them through

our heart. (Dobney, 2010)


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STP Analysis

Segment

Figure 3.1: Average of people who visit and travel in Chiang Rai.

Segment of our group are visitors, tourists and excursionists in Chiang Rai, 2007,

both Thai and foreigner. Thai visitors are 1,135,659 people and foreigner visitors are 300,776

people. Thai tourists are 952,813 people and foreigners are 265,518 people. Thai

excursionists are 182,846 people and foreigners are 35,258 people. There are divided into two

categories of both visitors are tourists are 1,218,331 people and traveler are 218,104 people.

(department of tourism, 2011)

0

200,000

400,000

600,000

800,000

1,000,000

1,200,000

Thai Foreigner

Visitor

Tourist

Excursionist

595,000

600,000

605,000

610,000

615,000

620,000

625,000

Population

Women

Men


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Figure 3.2 Average of people who live in Chiang Rai.

According to the population in Chiang Rai province, all people who live in Chiang

Rai are 1,227,317 people and these all people divide into two groups that are men and

women. The groups of women have 620,542 people and men 606,775 people. (statistic of

population in thailand, 2011)

Figure 3.3: Average numbers of people both Thai and foreigner who visit and travel

in Chiang Rai.

We can see the average number of people both Thai and foreigner for the segment

market of our business that we choose the groups tour, visitors who travel alone or travel by

themselves both Thai and foreigner and populations in Chiang Rai because they want to learn

the culture of Lanna with food and show or they want to have more knowledge and

information that our restaurant can serve for them. Then for segment of the people in ourbusiness follow the age. We can divide into 3 segments that are the group of people who

travel with a group tour, Thai is 156,900 people and foreigner is 121,736 people. For people

who travel alone or by themselves, Thai is 978,759 people and foreigner is 179,040 people.

And also all people who live in Chiang Rai are 1,227,317 people. (deparetment of tourism,

2010)

0

500,000

1,000,000

1,500,000

Thai Foreigner Poppulation

Group Tour

Alone

Population in Chiang Rai


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Figure 3.4: Food and beverage average expenditures (per year)

This graph show the average for the food and beverage average expenditure of

tourists, traveler, and visitors in January to March, 2007 are 909.56 million baht per year and

shopping and souvenirs average expenditures are 3,132.28 million baht per year. So, these are

thing that our business chooses the business about restaurant and some souvenir for touristsand visitors. (Department of tourism, 2010)

Target

The main target is the tourists and visitors in Chiang Rai.

Purchasing power: If we talking about for this group there are a lot of number in this

segment that we will target because many people in this target group are worked and

0500

100015002000250030003500

MillionsBaht

F&B

Shoping & souvenir


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study. They have more money and ability for purchase and consume our product and

service by themselves for respond their want and need.

Lifestyle: Now a day many people have more educated and knowledge. So, they still

want to have new experiences and new perception of their life that they can talk with

other too. Then it is the good opportunity of our restaurant to open for the tourists and

visitors.

Influencing Power to buy and consume the product and service: For this target more

influence to buy the product is them self or package tour because of they have more

money and whatever they want they will buy them, some time the advertisement of

product have to support their decision making too.

The second target group is people in Chiang Rai.

Purchasing power: People in this group come from the different provinces and

countries. So, they also have enough money and freedoms to use the restaurant that

make them receive new experiences. They have ability to buy the product and service

for respond their want and need.

Lifestyle: Now a day many people in Chiang Rai have less time to cooking dinner.

So, they will seek for the new one can make them receive the new experience with

their local food and appropriate price too. Then it is the good opportunity for our

restaurant to open the business because it can respond to this target group and make

more money for our business.

Influencing Power to buy and consume the product and service: Tourists and visitors

can decision to buy the product and service. They will receive the quality of our

product and service that they buy. Not only their self for decision to buy but also

including their friend or family to support them too.


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Positioning

High Quality Service

Saban Nga Kantoke Bindu Thai Lanna Rest.

Expensive Reasonable Price

Poor Quality Service

The positioning of Bidu Thai Lanna restaurant is in the area that people can access

such as near the bridge over the Kok River, Muang Chiang Rai because it has good

atmosphere and easy to available. We know that they want to make them have more

perception and knowledge about Thai Lanna styles of our restaurant. Then we will make

them satisfy by build the standard of product and service. The structure building of our


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restaurant is the Lanna style and it is in the good location and view. Inside the restaurant, we

provide the Lanna food and show for serve to our customer by the expert people who have

more knowledge about food and show. The price of our restaurant have different price, it

depending on the type of age and height that we use and it appropriate for that every people

too. In the other hand, we also have the souvenir shop about Thai Lanna food and gift for

customer. The Employees in our restaurant have to smile for customer and make them

friendly with Thai Lanna dressing and talking in Lanna language. It can make customers are

happy and satisfies for come to use our service again. So, we will get the customer loyalty

and when our customers tell to other it is the word of mouth in the group of our customer.

This is the good reason to make high profit to our restaurant. (saban-nga khantok, 2010)

Marketing Mix Strategy

Product

Our product is Thai Lanna restaurant the heart of product is making differentiated and

the good services quality for creating the values to customers. Our product is the skill of

lanna food and lanna show that serve the special and good service for customer. We offer the

product into two types, there are Kang Hung Le, Sticky Rice, Namprik Ong, Namprik Num,

Kab Moo, Pud Pak, Sai Ua, Kai Tod, Fruits and desserts. For the service that we offer are

Candle dance (Fawn Tian), Sword dance, Glong Sabad Chai (Drums ceremony), Salaw

Saw Seung, and Fingernail Dance (Fawn Leb). We order the good quality materials and show

from the local people that make them have the better life. The responsibilities for maintain

customers satisfy are service and product. So, the employees are the most one that important

of our business, we are given intensive training in takes great care to the customer. Our

branding is Bindu Thai Lanna Restaurant shows the quality of food and service of Thai

Lanna style for customers. We provide the guarantee in our product and services after the

customer use our restaurant.

Price


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We set the price by use flexible level policy for each different customer both Thai and

foreigner such as the set of buffet price is 450 baht per a head for adult. For the children who

have the age not over 15 years old, we set the price is 250 baht per a head, but for the

children who have the height not over 120 centimeters, they can receive free of charge. We

have the 2% commission for the travel agency that led the group of tourist into our restaurant.

For tour guide and driver, we will give free of charge for them. In fact prices are also

determined by competitor's products and service. If the competitors have the same product,

then the price of a product will go down for attract the customer come to use.

Place

We locate near the bridge over the Kok River, Muang Chiang Rai because it is good

atmosphere and easy to available. The main customers are tourists, visitors, and local people.

We use direct channel to customers and fast delivery services that make competitive

advantage.

Promotion

We advertise by use e-advertising and brochure or leaflets. We use the personal

selling have the call center and encounter or face to face between employee and customer.

Sale promotion in our restaurant have special price that offer for customer by come three get

one free in the last week of every three months.

Sale Forecast/ Profit estimate

Chiang rai province has many tourists come to this place divided into 3 groups;

tourist, excursionist and local people and the number of tourists come to Chiang rai about

1,436,435 people per year. We can forecast number of customers to come in our restaurant by


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estimated from 1% of total tourist by we compute to quarter of each year, excursionist and

local people in Chiang rai. (Tourist Arrivals in Thailand, 2010)

In first months, we design and decorate the building, buy material equipment and set

up the electronic and equipment. We open our restaurant in 5 month. In our restaurant, 2

month after open the restaurant, our restaurant is not well-know so the numbers of customers

are not too much. It will be 44 people per day that will be 1,320 people per month. We

forecast customer 23% or 304 people is foreigner tourists and 77% or 1,016 people is Thai

people.

The cost of set Kantoke buffet is 450 baths per people and souvenir shop; we have

15,000 baths per month from hiring shop and 5% of total profits of souvenir shop per year.

After that we can forecast income like the table below.

Income forecast in first month after open

Service

Income (bath)

Foreigner

304 people

Thai People

1,016 people

Total

1,320 people

Set Kantoke Buffet 136,800 457,200 594,000

Table 3.1: Income forecast in first month

Income forecast in second month after open

Service

Income (bath)

Foreigner

304 people

Thai People

1,016 people

Total

1,320 people

Set Kantoke Buffet 136,800 457,200 594,000

Table 3.2: Income forecast in second month


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For next month income will same the first month. In month 3 after open restaurant

will be well-known more than 2 months ago because we join with group tour. We assume

that our employees can serve service for 10 people per day.

In low season during April to June will customer come to Chiang rai province about

268,907 people. We can forecast customer will come to our restaurant 1% or 2,689 people

per month. We forecast customers 23% or 618 people is foreigner and 77% or 2,071 people is

Thai people. (Department of tourism, 2010)

We can forecast income like the table below

Income forecast during low seasonal

Service

Income (bath)

Foreigner

618 people

Thai People

2,071 people

Total

2,689 people

Set Kantoke Buffet 278,100 931,950 1,210,050

Table 3.3: Income forecast during low seasonal

In middle seasonal during June to August will customer increase 11% from low

season Therefore, we will have customers 2,985 people. We forecast customers 23% or 687

people is foreigner and 77% or 2,298 people is Thai people. (Department of tourism, 2010)

We can forecast income like the table below

Income forecast during middle seasonal


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Table 3.6: Sale forecast in year 1

Sale forecast in year 1

Month Income (Bath)

1 -

2 -3 -

4 -

5 594,000

6 594,000

7 1,343,250

8 1,343,250

9 1,343,250

10 2,129,850

11 2,129,850

12 2,129,850

Total 11,607,300


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Figure 3.1: Sale Forecast in year 1



Month Income (Bath)

1 2,172,447

2 2,172,447

3 2,172,447

4 1,234,251

5 1,234,251

6 1,234,251

7 1,370,115

8 1,370,115

9 1,370,115

10 2,172,447

11 2,172,447

12 2,172,447

Total 20,847,780


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Month Income (Bath)

1 2,440,744

2 2,440,744

3 2,440,744

4 1,386,681

5 1,386,681

6 1,386,681

7 1,539,324

8 1,539,324

9 1,539,324

10 2,440,744

11 2,440,744

12 2,440,744Total 23,422,479


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Month Income (Bath)

1 2,684,818

2 2,684,818

3 2,684,8184 1,525,349

5 1,525,349

6 1,525,349

7 1,693,256

8 1,693,256

9 1,693,256

10 2,684,818

11 2,684,818

12 2,684,818

Total 25,764,723


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Figure 3.6: Sale Forecast for 5 years

Marketing Expense

Bindu Thai Lanna Restaurant has marketing expense for make people know about our

restaurant by make brochure, poster, magazines, radio station, temporary billboard, and

website for make more sale and profit to our restaurant. Which important thing for attract thecustomer to come in our restaurant.

In first 2 months after open our restaurant; we spend money about 30,000 baths per

month for advertise and promote our restaurant and we will spend money about 5,000 baths

every month for advertise and promote our restaurant every month. In low seasonal we will

spend money about 10,000 baths during April to June for promote and advertisement our

restaurant.


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Marketing Expense year 1

Month Marketing Expense (Bath) Profit (Bath)

1 - -

2 - -

3 - -

4 - -

5 40,000 554,0006 40,000 554,000

7 5,000 1,338,250

8 5,000 1,338,250

9 5,000 1,338,250

10 5,000 1,338,250

11 5,000 1,338,250

12 5,000 1,338,250

Total 110,000 9,137,500

Table 3.12: Marketing Expense year 1


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Figure 3.7: Marketing Expense in year 1



1 5,000 2,167,447

2 5,000 2,167,447

3 5,000 2,167,447

4 10,000 1,224,251

5 10,000 1,224,251

6 10,000 1,224,251

7 5,000 1,365,115

8 5,000 1,365,115

9 5,000 1,365,115

10 5,000 2,167,447

11 5,000 2,167,447

12 5,000 2,167,447Total 75,000 20,772,780



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1 5,000 2,435,744

2 5,000 2,435,744

3 5,000 2,435,744

4 10,000 1,376,681

5 10,000 1,376,681

6 10,000 1,376,681

7 5,000 1,534,324

8 5,000 1,534,324

9 5,000 1,534,324

10 5,000 2,435,744

11 5,000 2,435,744

12 5,000 2,435,744

Total 75,000 23,347,479



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1 5,000 2,679,818

2 5,000 2,679,818

3 5,000 2,679,818

4 10,000 1,515,349

5 10,000 1,515,3496 10,000 1,515,349

7 5,000 1,688,256

8 5,000 1,688,256

9 5,000 1,688,256

10 5,000 2,679,818

11 5,000 2,679,818

12 5,000 2,679,818

Total 75,000 25,689,723



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Conclusion

Bindu Thai Lanna restaurant is located near the bridge over the Kok River, Muang

Chiang Rai. The location of our restaurant is in the area that easy to access and good

atmosphere. Bindu Thai Lanna restaurant has total area of approximately 1 rai or around

1,600 square meters. The restaurant building has area around 400 square meters (1/4 of total

area). We designed our restaurant in differentiate form of others Lanna restaurant by created

our restaurant building to look like Toke, for make customers feel exciting and pay attraction

to our restaurant. Our Toke building restaurant is divided into 3rd floor.

The 1st floor we have area for rent to do souvenir shops, and we dividend the rental

area into 4 parts and in every part have area around 80 square meters. Our restaurant has

souvenir shops provide to serve customer, they can buy any Chiang Rai OTOP product in

here!!


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The 2nd floor is the main dining room and main stage show; in this floor can capacity

the customers are 32 persons and have 8 tables provide to customer, in our restaurant have

new technology to make customer to join with us, our technology is the self-order menu;

customer can choose foods that they want and call the staffs by themselves. And in 2nd floor

also have main stage for show Lanna traditional to customer along with have dining Lanna

foods.

The 3rd floor is roof deck; in this floor is open-air atmosphere it suitable for customers

who want to find experience of Chiang Rai environment and our restaurant also provide Thai

Lanna flock songs to let customer to feel relax. In the 3 rd floor is suppurating into 2 zones

1. Dinner on Tok; customer capacity are 32 persons, we have 8 Toks provide in there

and one Tok can sit only 4 persons.

2. VIP rooms; customer capacity are 24 persons in total of VIP zone, we have 3 rooms

and in any VIP room can serve customer 8 persons.

Are you often or not? That goes to restaurant and cant find parking. In the Bindu

Thai Lanna restaurant has large area for parking about 800 square meters; customer can find

parking easily whether it is a car or bus our restaurant also think about it and provide the

large area of parking to serve the problem.

In the future, we have planned to develop and make new things in the Bindu Thai

Lanna restaurant. We forecast to do the next plan net income of our business. We think we

must to use the available area in Bindu Thai Lanna restaurant to make many benefit to our

business in the future.


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Chapter 4: Production and Operation Analysis

Product Characteristic

Our restaurant provides many kinds of products that serve to both Thai and foreigner

tourist. We serve high quality of products with suite to the price from medium class to highclass for our customers. We set buffet foods for each khantoke. The price is 450 Bahr per

person for adults and 250 Bath per person for children.

1). Set Kantoke for Thai customers.

- Clear chicken soup

- Kang hang lay

- Sticky Rice or Boiled Rice

- Namprik Ong

- Namprik Num

- Kab moo

- Sai ua

- Fried Chicken

- Mix fruits and desserts

- Fired bananas

- Fresh steamed vegetables

Price: Adult 450 Baht /1 person

Children 250 Baht/ 1 person


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2). Set Kantoke for foreigner customers.

- Clear chicken soup

- Pud pak

- Kang hang lay

- Sticky Rice or Boiled Rice

- Namprik Ong

- Kab moo

- Fried Chicken

- Fired Pork

- Mix fruits and desserts

- Fired bananas

- Fresh steamed vegetables

1. Clear chicken soup

We make soup is always refreshing and serve

with hot soup.

2. Kang hang lay

Pork Curry Northern Style which uses peanuts,

dried chilies and tamarind juice in the recipe

but containing no coconut milk.

3. Pud pak

Fried vegetable with pork shrimp or beef.

We use many kinds of vegetable such as carrot,

mushroom, kale, cabbage, broccoli, and lettuce or

vegetable on seasonal witch keep fresh and clean.


It is an essential and integral element of Thai

cooking and cuisine, and is a must have

accompaniment for certain dishes such as Lanna

foods. We serve with warm rice and keep clean.

5. Namprik Ong

Chopped pork with tomato and herb. It is a recipe

Price: Adult 450 Baht /1 personChildren 250 Baht/ 1 person


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Production and service process

Our service process starts from customer walk in to our Thai Lanna Restaurant. We

have beautiful connor with Northern Lanna style for customer to take photos, then hostess

and captain will take welcome at there for meet our product and service. We have staff to

conduct customer with product and service that their chosen. We provide Thai Lanna dance

and Thai Lanna music that make customer pleasingly and enjoy. After finish, customer can

go to the souvenir shop under our restaurant with Thai Lanna food and some gifts of Northern

style that can make customer satisfaction and buy products with suitable price.

Location

Bindu Thai Lanna restaurant is located near the bridge over the Kok River, Muang

Chiang Rai. The location of our restaurant is in the area that easy to access and good

atmosphere. Bindu Thai Lanna restaurant has total area of approximately 1 rai or around

1,600 square meters. The restaurant building has area around 400 square meters (1/4 of total

area) and has parking area around 800 square meters (2/4 of total area) for provided the large

area of parking to serve customer.


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The special thing of our restaurant is designed our restaurant in differentiate form of

others Lanna restaurant by created our restaurant building to look like Tok; Tok is like a

small table that put the cup of Thai Lanna foods which use when Thai Northern people

eating. We think our restaurant building can make customers feel exciting and pay attraction

to our restaurant. Our Tok building restaurant is divided into 3rd floor;

1st floor is souvenir shops area.


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2nd floor is the main dining room, kitchen and main stage show


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3rd floor is roof deck


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Facility Layout

The facilities Layout management in our Bindu Thai Lanna restaurant are refer to the

layout of restaurant building that we will beginning to build all of plan in our restaurant. We

want to led customer pay attention into our restaurant by laying plan restaurant are

appropriate, differentiate building form with others Lanna restaurant and comfortably by have

wide area enough in the restaurant. When customers come to our restaurant they can park

their car in parking zone, parking zone of our restaurant is provide large area for serve

customer and customer can find parking easily whether it is a car or bus. Then the next zone

is Souvenir Shop Area. In this area is stay at 1st floor this area is rental area of souvenir shops.

We plan Souvenir Shop Area to dividend the rental area into 4 parts and in every part have

area around 80 square meters. Our restaurant has souvenir shops provide to serve customer,

they can buy any Chiang Rai OTOP product in restaurant.


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Figure 4.2

The next zone of our restaurant is 2nd floor; is the main dining room, kitchen and main

stage show. In this floor can capacity the customers are 32 persons and have 8 tables provide

to customer, in our restaurant have new technology to make customer to join with us, our

technology is the self-order menu; customer can choose foods that they want and call the

staffs by themselves. In 2nd floor also have main stage for show Lanna traditional to customer

along with have dining Lanna foods. And in the 2nd floor kitchen is also stay at here for

prepare and cooking delicious Lanna food to serve customer and toilet is stay at this floor too.


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Figure 4.3

The last zone of our restaurant is 3rd floor is roof deck. The 3rd floor is roof deck; in

this floor is open-air atmosphere it suitable for customers who want to find experience of

Chiang Rai environment and our restaurant also provide Thai Lanna flock songs to let

customer to feel relax. In the 3rd floor is suppurating into 2 zones

1. Dinner on Tok; customer capacity are 32 persons, we have 8 Tok provide in there

and one Tok can sit only 4 persons.

2. VIP rooms; customer capacity are 24 persons in total of VIP zone, we have 3 rooms

and in any VIP room can serve customer 8 persons.


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Figure 4.4

Logistics Management

Our Thai Lanna restaurant provides the restaurant that locate near the bridge over the

Kok River, Muang Chiang Rai because it is good atmosphere and easy to available. The main

customers are tourists, visitors, and local people. Our restaurant provide the fresh vegetable

from local people that make income for them and other material we will select the best one

for the customer too.

Facility Management

We provide the facilities through the car park for car, motorcycle, and bus for

customer. Then the customer can choose the table and chair for old people or incompetent

person in the second floor with Thai Lanna show and dance. For the third floor, we provide

for the younger people and people who can squat and receive the Thai Lanna song and music

with the good atmosphere.


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Cost of investment

Pre cost of investment

The stock of furniture and electronic equipment in the restaurant

- Furniture

No Product Brand

Price

(Bath) Unit

Total

(Bath)

1. Set Table KhanToke Mai Boon Decker 10,900 8 87,200


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3. Freezer food SP Mart (32 Q) 38,000 3 114,000

4. Telephone LG 1,900 2 3,800

No Product Brand

Price

(Bath) Unit

Total

(Bath)

5. Calculator/cashier machine Olympia 1,150 1 1,150

6. Stereo Modify 12,900 1 12,900


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7. Loudspeaker (ceiling) Bose Free Space DS

16F

4,280 3 12,840

8. Computer (PC) Sumsung 17,000 1 17,000

Total 282,790

Table 4.2: Cost of equipment

- Equipment in restaurant

No Product Brand

Price

(Bath) Unit

Total

(Bath)

1. Burner PUNCHING 1,500 2 3,000


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2. Shelves PUNCHING 1,900 2 3,800

3. Set spoon and fork (20 pairs) Super ware 410 15 6,150

4. Dish / bowl

Macman 15 300 4,500

No Product Brand

Price

(Bath) Unit

Total

(Bath)

5. Cup Macman 12 300 3,600

6. Set knife Jaguar 333 3 999


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7. Set of kitchen (5 pieces) Zebra 4,500 3 13,500

Total 35,549

Table 4.3: Cost of equipment in restaurant

Investment cost

Investment Cost

1.Land

2. Building

3. Furniture

4. Electronic equipment

30,000,000

12,000,000

236,720

282,790


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5. Equipment in restaurant 35,549

Total 42,555,059

Table 4.4: Total of investment cost

Depreciation


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Table 4.5: Depreciation

No List Price/Unit No. of unit Price Percent

1. Land 30,000,000 70.50%

2. Building 12,000,000 28.20%

3. Set table Khan Toke 10,900 8 87,200 0.20%

4. Set table modern style (VIP) 45,840 3 137,520 0.32%

5. Set Khan Toke 1,200 10 12,000 0.023%

6. Air conditional (ceiling) 24,700 2 49,400 0.12%

7. Air condition (VIP room) 23,900 3 71,700 0.17%

8. Freezer food 38,000 3 114,000 0.27%

9. Telephone 1,900 2 3,800 0.009%

10. Calculator/cashier machine 1,150 1 1,150 0.003%

11. Stereo 12,900 1 12,900 0.03%12. Loudspeaker (ceiling) 4,280 3 12,840 0.03%

13. Computer (PC) 17,000 1 17,000 0.04%

14. Burner 1,500 2 3,000 0.007%

15. Shelves 1,900 2 3,800 0.009%

16. Set spoon and fork (20 pairs) 410 15 6,150 0.014%

17. Dish / bowl 15 300 4,500 0.01%

18. Cup 12 300 3,600 0.008%

19. Set knife 333 3 999 0.002%

20. Set knife 4,500 3 13,500 0.03%

Total 42,555,059 100%


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Depreciation Year 1

Investment Amount Jan Feb Mar May April June July Aug Sep Oct Nov Dec Total

Building12,000,000 200,000 200,000 200,000 200,000 200,000 200,000 200,000 200,000 200,000 200,000 200,000 200,000 2,400,000

Set table Khan Toke87,200 1,453 1,453 1,453 1,453 1,453 1,453 1,453 1,453 1,453 1,453 1,453 1,453 17,436

Set table modern

style (VIP) 137,520 2,292 2,292 2,292 2,292 2,292 2,292 2,292 2,292 2,292 2,292 2,292 2,292 27,504

Set Khan Toke 12,000200 200 200 200 200 200 200 200 200 200 200 200 2,400

Air conditional

(ceiling)

49,400

823 823 823 823 823 823 823 823 823 823 823 823 9,876

Air condition (VIP

room)

71,700

1,195 1,195 1,195 1,195 1,195 1,195 1,195 1,195 1,195 1,195 1,195 1,195 14,340

Freezer food 114,0001,900 1,900 1,900 1,900 1,900 1,900 1,900 1,900 1,900 1,900 1,900 1,900 22,800

Telephone 3,80063 63 63 63 63 63 63 63 63 63 63 63 756

cashier machine 1,15019 19 19 19 19 19 19 19 19 19 19 19 228

Stereo 12,900215 215 215 215 215 215 215 215 215 215 215 215 2,580

Loudspeaker

(ceiling)

12,840

214 214 214 214 214 214 214 214 214 214 214 214 2,568Computer (PC) 17,000

283 283 283 283 283 283 283 283 283 283 283 283 3,396

Burner3,000 50 50 50 50 50 50 50 50 50 50 50 50 600



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Shelves3,800 63 63 63 63 63 63 63 63 63 63 63 63 756

Set spoon and fork

(20 pairs) 6,150 103 103 103 103 103 103 103 103 103 103 103 103 1,236

Dish / bowl4,500 75 75 75 75 75 75 75 75 75 75 75 75 900

Cup3,600 60 60 60 60 60 60 60 60 60 60 60 60 720

Set knife999 17 17 17 17 17 17 17 17 17 17 17 17 204

Set knife13,500 225 225 225 225 225 225 225 225 225 225 225 225 2,700

Total 12,555,059 209,250 209,250 209,250 209,250 209,250 209,250 209,250 209,250 209,250 209,250 209,250 209,250 2,511,000

Table 4.6: Depreciation year 1

Depreciation Year 2


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Building12,000,000 200,000 200,000 200,000 200,000 200,000 200,000 200,000 200,000 200,000 200,000 200,000 200,000 2,400,000

Set table Khan Toke87,200 1,453 1,453 1,453 1,453 1,453 1,453 1,453 1,453 1,453 1,453 1,453 1,453 17,436

Set table modern

style (VIP) 137,520 2,292 2,292 2,292 2,292 2,292 2,292 2,292 2,292 2,292 2,292 2,292 2,292 27,504

Set Khan Toke 12,000200 200 200 200 200 200 200 200 200 200 200 200 2,400

Air conditional

(ceiling)

49,400

823 823 823 823 823 823 823 823 823 823 823 823 9,876

Air condition (VIP

room)

71,700

1,195 1,195 1,195 1,195 1,195 1,195 1,195 1,195 1,195 1,195 1,195 1,195 14,340

Freezer food 114,0001,900 1,900 1,900 1,900 1,900 1,900 1,900 1,900 1,900 1,900 1,900 1,900 22,800

Telephone 3,80063 63 63 63 63 63 63 63 63 63 63 63 756

cashier machine 1,15019 19 19 19 19 19 19 19 19 19 19 19 228

Stereo 12,900215 215 215 215 215 215 215 215 215 215 215 215 2,580

Loudspeaker

(ceiling)

12,840

214 214 214 214 214 214 214 214 214 214 214 214 2,568

Computer (PC) 17,000283 283 283 283 283 283 283 283 283 283 283 283 3,396

Burner3,000 50 50 50 50 50 50 50 50 50 50 50 50 600


Shelves3,800 63 63 63 63 63 63 63 63 63 63 63 63 756

Set spoon and fork

(20 pairs) 6,150 103 103 103 103 103 103 103 103 103 103 103 103 1,236


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Dish / bowl4,500 75 75 75 75 75 75 75 75 75 75 75 75 900

Cup3,600 60 60 60 60 60 60 60 60 60 60 60 60 720

Set knife999 17 17 17 17 17 17 17 17 17 17 17 17 204

Set knife13,500 225 225 225 225 225 225 225 225 225 225 225 225 2,700

Total12,555,059 209,250 209,250 209,250 209,250 209,250 209,250 209,250 209,250 209,250 209,250 209,250 209,250 2,511,000

Table 4.7: Depreciation year 2

Depreciation Year 3



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Building12,000,000 200,000 200,000 200,000 200,000 200,000 200,000 200,000 200,000 200,000 200,000 200,000 200,000 2,400,000

Set

Bindu Thai Lanna Restaurant_B13

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