Project Feasibility Study and Evaluation 2011; Sports Complex
Transcript of Project Feasibility Study and Evaluation 2011; Sports Complex
Preface
This report is a part of Project Feasibility Study and Evaluation Semester 2011. The
purposes of this project is to reproduce business plan and study it feasibility by integration all
knowledge from previous major courses knowledge which relate to management for apply in
real life effective. The subject substance consists of company introduction part, nature of
industry part, market feasibility and study part, investment part, operation part, organization
part, financial part, risk management pat and conclusion part. We had decided to select this
topic about Sport Complex Business because this business is new in Chang Rai Province and
Chaing Rai market. From our opportunity to do this project and report, we have to thank to
Professor Chaiyawat Tongintr who have response on this course and many people who
support our project by giving us a lot of information and creative ideas. Finally, we hope that
our Sport Complex Report will be useful for next generation of student and many people who
read this report and bring this knowledge from this book to apply in their life.
Editors
Table of Content
Pages
Preface
Executive Summary
Chapter 1: Introduction 1
- Background and Significance of the Project
- Project Objectives Benefits
- Project Activities
- Time Frame
Chapter 2: Industry Profile 3
- Nature of Industry Situation
- Situation of Industry
- Strategy
Chapter 3: Market Feasibility Study 6
- Market Analysis
• General Environment Analysis (PEST)
• Competition (3C Analysis)
- STP Analysis
- Marketing Mix Strategy
- Sale Forecast / Profit Estimation
- Marketing Expenses (Sales Incentive)
- Conclusion
Chapter 4: Technical Feasibility Study 45
- Production and Operation Analysis
• Product Characteristics (in detail)
• Location
• Facility Layout
• List of Equipment
- Cost Of Investment
• Pre-Operating Cost
- Investment Cost
• Land
• Buildings
• Equipments
• Tools
• Depreciation
- Management Analysis
• Administration Cost (Electricity, Telephone, Fax Salary, etc.)
- Conclusion
Chapter 5: Financial Analysis 94
- Profit/ Loss Statement
- Cash Flow
- Balance Sheet
Chapter 6: Risk Management 112
Chapter7: Summary 255
Reference
Executive Summary
The project that we are very proud to present the investor is sports complex. It is a big
project and locates at Chiang Rai province. The reason that we selected Chiang Rai province
is gross domestic product (GDP) in Chiang Rai province is increasing in every year and
Chiang Rai province does not have the sports complex before. The budget for building the
sports complex is around 70,000,000 baht. This sports complex including two tennis courts,
two artificial turf football fields, adult and children swimming pools, fitness center, food
center, and Wifi to the customer who use sports complex. In every sport will be charged an
hour and food center is open to rent for the outside people. The target markets are teenagers
and working people because these target have a high purchasing power and they care in
healthy. So, we choose them into our target market and we fulfill their requirements by
design the sports complex that is comfortable, high standard of equipment, and safety. For
advertising, we use local radio, local magazine, billboard, and facebook to encourage their
interesting. The advantage of sports complex is competitor because we do not have the direct
competitor and a few of indirect competitors. But, it is not a problem because sports complex
can fulfill the requirements of customer (they can play many sports within the same time).
According to analysis of financial, found that the graph’s income statement is increasing
steadily and we have policy to payback for investors by paying money about 7,000,000 in
every years and paying interests 3% in every months. It takes time for payback around 10
years to take a time for payback periods but, it is valuable for investment because sports
complex is the business that provide about service which people have interesting because
sport complex is not follow by trend. Many people care their health more than last year
because we observed from the old air port of Chiang Rai, it is the main place for exercise.
Nowadays, government has a policy to support about healthy activities. So, sports complex is
very valuable for investment.
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Chapter 1
Introduction
Background and Significance of the Project
Sport complex can make huge profits for investor and it is a sustainable profits.
According to gross domestic product (6DP) in Chiang Rai from year 2011 is 65,974,000 bath
increases to 78,914,000 baths in year 2012. It is an interesting number and numbers increased
steadily. Sport complex can respond the need and want of customer by have many choices of
sport. It is not necessarily by come together need to play the same sport. It can be playing the
sport follow your lifestyle. It is a good time to benefit, make a good relationship with family,
friends, and new network. Government has a policy to promote about the exercise. We
observe from running against AIDS, aerobics, bicycle etc. so it is a point that it encourages
people to do more exercise and it is a chance of sport complex to be grown steadily and
valuable for investment.
[ http://www.otp.go.th/th/pdf/Statistic/economic_traffic/GRP_GPP_54 ]
Project Objective
In present time, many people considered about healthy and exercise, so our people the
goal of our company is the leader of develop quality of life for people and to make
satisfaction to customer for achieve goal. Moreover, we will provide the best service and
develop knowledge and understand about body and mind
• To study the person who want to do exercise.
• To analyze marketing of sports business in Chiang Rai province.
• To study feasibility of marketing and business.
• To know how to success the competitions in the marketing.
• To know how to solve the problems when sports business occurs the problems.
• To know the how to plan and cooperate the sports business.
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Project Benefits
• We can receive the new knowledge about financial in sports business.
• This project can apply in own business because we have been studying.
• To know and analyze the economic situation of Thailand.
• To know how to select the quality of equipments and materials.
• This project can know feasibility of sports business.
• Know the way of problems and the way to solve the problems of this business
Activities /Time Frame
Project
November December January February
1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4
1. Explore the sports
complex around the
Chiang Rai.
x
2. Study about the
target customer of our
business.
x
3. Analysis (customer,
competitor, and
competitive).
x x
4. Develop a business
plan.
x
5. Find the best
location.
x
6. Design our sports
complex.
x x
7. Determined cost
and resources.
x x x x
8. Study about finance
feasibility.
x x
9. Study the risk
business and finance.
x x
10. Conclusion of
project feasibility.
x
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Chapter 2
Industry Profile
Nature of Industry
Sports are timeless activities; ones those humans have enjoyed since at least ancient
times, as exemplified by the Greek Olympic Games. Indeed, ethnographic and archaeological
evidence such as cave paintings and the accounts of early European explorers indicate sports
may well go back to the very beginning of humankind. Many of the sports played and
celebrated today, such as football, even have their roots in various kicking and
running ball games played throughout medieval Europe. Sports such as golf and horse racing
were also played among the European aristocratic classes, especially those of
Britain. Of course ancient Olympics, medieval aristocrats, cave people, and hordes of
peasants kicking a ball from one village to the next is, despite the genealogy, rather far
removed from sports as we know them today. The development of modern sports is tied very
much to the history of the industrial revolution and the creation of the first public schools, the
latter of which sought to incorporate physical activity in the curriculum. The net result of this
process was to cleanse (as in reduce violent elements) and codify various games such as
soccer or rugby and of course later on, basketball and football, both of which were very much
shaped on college campuses in the late 1800’s and early 1900’s, at least in the United States.
Since the international sport activity had been publicized on Thailand in King Chula
Chom Klao or King Rama 5 (The Fifth King of Jakkree Royal), The International sport had
been promoted and being famous in politician’s view point widely. This sport activity had
started inside many organizations which have their response to education which provide
compulsory subject which relate to sport and exercise. This course called P.E. or physical
education. Moreover, there are many sport competitive events in both inside and outside of
institutions. Sport is very popular and growth to reach the national ranking or the highest
level of that country which reflected by the nation sport contest such as Sea games, Olympics
and Paralympics.
[ http://www.historyofsports.net/history_of_sports.html ]
[http://www.sat.or.th/th/about/page.aspx?id=2 ]
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Situation of Industry
In Thailand, “To be number one” is the example for campaign of the government for
support exercise and sports. Furthermore, public garden areas have exercise machines or
stadium for accommodate to people. According to the whole, we know that the government
emphasize about exercise and health of people. Therefore, our business is business about
exercise and sports, to have opportunities to success more than other business.
Product and Service in General
Product: Our business have five product are salt swimming pool ( children, adult ),
fitness center which is good and nigh quality of exercise machines ( Europe ), Artificial turf
football field squash court are modern design and food center ( clean food and good taste).
Service: Our business provides the good service. For example, every sport have
trainer to teach or give the information of each sports, have many amenities to serve the
customer such as tissue, hair dryer, power, comb and soap. Moreover, we have Internet café
which high speed Internet and it also free wireless to serve the customer.
Vision: Our business want to be a leader of sport complex that the biggest in Chiang
Rai and every people know about our sport, healthy and modern around the country. Besides,
our businesses want to get the wealth profit and want to make the customer be our member.
Mission: Our business provide goods and service there are good and high quality of
equipment such as exercise machines, swimming pool, artificial turf football field, squash
court etc. and have staff to take care and maintain every system of each equipment such as
water cycle system. Every sport service have staff to check the equipments regularly if have
the mistake or abnormal staff will solve immediately. Moreover, we employ the security
guard to patrol the property of customer and have CC TV. In everywhere, before open the
sports complex or after close sports complex the housekeeping will clean every part around
sports complex and staff will check the ready of product and service. About profit we attack
the customer by have activities between customer such as competition of each sport and
winner will get gift voucher or privilege follow by the company assign. Besides, our business
set the promotion of each moths depend on situation of each period to make the customer
interest in our business and want to use our service and become our customer loyalty.
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Business strategy
Sports complex is the new business that occurs in Chiang Rai province. Our
companies want to make the company growth and get more profit. We need to plan the
strategic carefully because we need to make the customer attract to use the service and made
company successful. We have a few of competitors because the competitors has only one
sport in their company, but our company provides comprehensive service to ensure customer
comport and satisfaction along with good healthy.
Corporate level strategy
First, we will use growth strategic to make our company effective. We will hire
the professional in each sport to train and teach the accurate knowledge for our staff to serve
the right service for customer. Then, customer will satisfy our service and they will be
customer loyalty to spread the word of mouth about this kind of customer can help the
company get more profit, get more customer, and safe the cost of advertisement. Second, we
will have the joint between village to establish the sports complex in village and attract the
people who live in village to use our service.
Business strategy
Business strategy use to help company get more competitive advantage in sport
industry. This way can be reach more customer and more profit. We use product
differentiation in this level.
We have a few of competitions because competition has only one sport that are
provide to the customer. Our company establish sports complex that have many choice of
sport to play and cover food beverage and WIFI to make customer more convenience. Our
segmentation is teenager and working age. These kinds of segmentation will come to use the
service into group. Sometime the demands of them are different. Our business can help them
to come the same time play the different sport, get the healthy along with satisfaction.
Functional strategy
This level is very important because it help support the companies succeed. We
will separate into 3 strategies. There are marketing mix strategies, organization structure, and
financial.
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Chapter 3
Market Feasibility Study
Market Analysis
General Environment Analysis
Before we start our Sport Complex Business in Chiang Rai, we need to study about
feasibility first by searching more information from Internet, and ask the information of the
local people. This information is important because it is very realistic. After we have this
information, we need to use Marketing Analysis (General Environment Analysis) as Tool
which consist of political, economy, social, environment and technology analysis.
Political Analysis
Chiang Rai is low conflict in Political in Thailand. Many people in Chaing Rai can
live in peace because of their political fair view point and the effect of some previous
government has support many provinces in the north and northeast of Thailand by giving a
lot of welfare and fund for their budget to do everything. Many people in Chiang Rai are
consists of private employees, government employee and entrepreneur.
Reason is there are many benefits from political policy of some old government left to
local people in Chiang Rai which reflect by Chiang Rai’s GDP growth, good public utility
and consumer goods like OTOP which made jobless people have their own income.
� Good Point
There are few political conflict can happened in Chiang Rai Province because many
politicians viewpoint almost same that cause high harmony in Chiang Rai society which
make image of Chiang Rai Political looks good.
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� Bad Point
When the conflict of politic have appear, local people will create their mob to do
something for achieve their or satisfy them which disturb our business and guests. This
problem is hard to control because of human power is very high.
� Summary of Political Analysis
To invest sports complex in Chiang Rai province is a good way for our business
because there are few politic conflict which is hardly to appear in Chiang Rai pro vince.
Chiang Rai people viewpoint are going in the same way. We need to understand Chiang Rai
people viewpoint to success in our business.
Economy Analysis
Chiang Rai is the northern province of Thailand where have many tourist attractions,
education institution which motivate many people to invest the business. We have the
information about Chian Rai people revenue has increase each year pass which support the
Good GDP growth of Chiang Rai Province, so it prove us that Economy stability of Chiang
Rai province is good for invest our business. The following reason supports to invest sports
complex in Chiang Rai.
Reason is the good information that reflects about Chiang Rai GDP and politician
revenue average has proved that many local people have their buying power enough to enjoy
their good product and service. So there are many business owner are interest to invest their
business in Chiang Rai area.
� Good Point
There are a lot of circulate money in this district from many business relate to
education, entertainment, health, tourist and other business. We have the opportunities to run
our sports complex smoothly and profitable. Good economy will good for everything.
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� Bad Point
There are high competitive in many business in Chiang Rai Province because of good
status of economic like GDP and high politicians revenue average. To run our sport complex,
we must provide good price, promotion, service.
� Summary of Economic Analysis
Chiang Rai Province is the big city where has it good status of economic that reflect
by high GDP and Politician revenue average while there are many business have their high
competitive too. To sell good product or service is not good enough to match with this area.
We need to provide Idea and creative to adapt in our business to attract customer.
Social Analysis
Chiang Rai Province located in the northern of Thailand. The culture in Chiang Rai is
Lanna culture which has its characteristic on speaking language, costume, belief, and
lifestyle. We can call Chiang Rai Countryside Social even Chiang Rai is Boom and develop
with a lot of building in its downtown. There is much kind of people live in Chiang Rai.
There is some reasons support Chiang Rai to be good location for running business.
First, Social in Chiang Rai province is various because of there are many people live
in Chiang Rai. Business owners have to concern about consumer culture lifestyle and
behavior majority to enter Chiang Rai market on their business goal.
Second, the social of Chiang Rai has low conflict inside because Chiang Rai is a
famous one in the northern of Thailand. Many business owners concentrate on their business
more than eliminate their competitors like another province in another part of Thailand. So
many new business owners can feel peace and friendly from many people in Chiang Rai.
� Good Point
There are many kind of customer in many generations in Chiang Rai which cause of
variety in Chiang Rai. Lanna people behaviors well known as they are friendly that increase
the good image of Chiang Rai.
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� Bad Point
Even there is much kind of people in Chiang Rai with good growth rate of revenue
average, The competitive still high in many business circles while the price of land still
growth and expensive like many big cities in Thailand. To invest in this land, we must
provide a lot of money and more creative ideas.
� Summary of Social
Chiang Rai original Social is Lanna Social: many people who live in Chiang Rai
province are local people. In today, the development has come to Chiang Rai with many
people from other province of Thailand that makes Chiang Rai Social growth with economy.
If we want to enter market smoothly, we must concern about consumer analysis deeply.
Environment Analysis
Chiang Rai Province is the big area which has many kind of atmosphere where attract
people to live, trade, tour and learn. Environment of Chiang Rai Province weather is not too
bad. It doesn’t have high pollution like the big city like Chiang Mai and Bangkok. Chiang Rai
province is good area one to run the business because of its weather quite good, It’s
temperature is cool in the night and not too hot in the day which is better than other province
in Thailand but not the best whatever it has seldom traffic jam but many three which can
compensate many oxygen to this area. We can breathe well as long as we exercise. So if we
locate sport complex here. This point of environment can support us and our customer a lot to
exercise in our club for long time.
� Good point
Chiang Rai province’s environment support our business with many factors such as it
business characteristics, good weather, good topography and tourist attractions especially the
scatter area of sport business that let we gain high advantage of our sports comlex.
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� Bad point
We have to concern Chiang Rai pollution from dust which comes from traffic jam,
raining in the long period in rainy season, and smoke from farmer who burn some plant after
they finish harvesting season.
� Summary of Environment
Chiang Rai province has a good environment because there are a lot of ecosystems to
produce oxygen around the area. The weather is cool, and it is not so hot in everyday even we
have to concern some pollution from human and environment, but it is not bad at all for our
ports complex.
Technology Analysis
Technology in Chiang Rai province always improve following from consumer
demand and Technology news. New items always import to Bangkok first before distribute to
another province beside some business owner in other province has order by them self
specially. In control of our sport complex, we have our policy to provide luxury and useful
items to attract our customer. If we want to have new item, we need to order special from
another countries or finding agency that provide fitness items, swimming pool, football items,
tennis items and others. Our competitor always do this too because there are a lot of new item
in shopping mall in many big cities even Chiang rai province have too but not high quality
like another famous big cities like Chiang Mai and Bangkok and we decide to select this area
because of following reasons.
First reason, there are many competitor here; we can learn what item they use before
buy new items for decorate our sport complex and satisfy our customers. Some time, we can
use some creative idea to provide promotion with new items.
Second reason, to provide luxury service with the standard price will be the most
interesting strategy when provide new high technology item because it make some customer
feel free to enjoy sport service that make them feel into worthiness.
Final reason, price of electronics sport items always change overtime when their
companies launch new products. The older version will cheaper. If we don’t have enough
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found for the Top model, we can buy another which look new but reasonable price and
utilization like computer product.
� Good Pont
In this part, sport technology item is very popular in many social because it is useful
in the small place that many people don’t want to go outside for exercise. Today, there are
more than 100 kinds of sport items. We can find in much fitness that proves us as technology
can be adapted with exercise.
� Bad Point
Many items which is in Technology Categories can deteriorate easy because of the
mistake of consumer usage and limit of time life which has high cost.
� Summary of Technology Analysis
Technology in Chaing Rai province is improving follow market news and customer
trends. Many business owners import their high technology items to use in their business
from big city and we have a chance to learn about customer demand though technology from
other sport business nearby while collecting competitive information to make our plan and
strategy for encourage incoming risk.
Conclusion of marketing analysis
From Marketing Analysis, There are a lot of people who live in Chiang Rai who have
their view point of politic in the same way. The social in Chiang Rai consists of many kind of
people because of good economic make a lot Chiang Rai circulate cash is high in this area
while the weather and geographic is support politician to enjoy our sport complex even
Chiang Rai ‘s technology are import from many big cities. We have our right to reach
breakeven point in financial plan if we have some good strategies for encourage incoming
risks.
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Competition Analysis (3C Analysis)
Competitor Analysis
� Football
Chiang Rai Arena
http://www.chiangrai-arena.com/
Advantage
- Have football equipment for free.
- Free WiFi.
- Artificial turfs have good quality.
- Give one pack of water free in each hour.
- Have committee for rent.
- Use foot Jabulani FIFA, same brand with world cup 2010.
- Have shop for sale snack and beverage.
- Have bathroom, lockers, club house and customer lounge.
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Disadvantage
- Don’t have restaurant.
- Expensive of snack and beverage.
Chiang Rai Galaxy
http://www.chiangraigalaxy.com/
Advantage
- Open 24 hrs.
- Give one pack of water free in each hour.
Disadvantage
- Is not near super high way and difficult to access.
- Don’t have football equipment for free ( include football, training shirt, football
gloves.)
- Don’t have bathroom for athlete.
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The Leader Soccer Club
http://profile.yellowpages.co.th/522315652009001
Advantage
- Price is cheap (after 9 p.m. buffet 30 bath per person all night.)
- Have football equipment for free.
- Give one pack of water free in each hour.
- Have shop for sale snack.
Disadvantage
- Footballs don’t have quality.
- Have many mosquitoes.
- Don’t have bathroom.
- Don’ have restaurant.
-
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� Swimming Pool
Le Méridien Chiang Rai Resort, Thailand
http://www.lemeridienchiangrai.com/
Advantage
- Clean.
- Luxury.
- Have good quality.
Disadvantage
- The price is expensive.
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Dusit Island Resort Chiang Rai
http://www.dusit.com/dusit-thani/th/dusit-island-resort-chiang-rai.html
Advantage
- Have good atmosphere.
- Have mini bar in swimming pool.
- Clean.
Disadvantage
- The price is expensive.
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Chiang Rai Rajabhat University
Advantage
- Have standard of swimming pool.
- Large and deep of swimming pool
- Suitable for swimmer to training.
Disadvantage
- Children can’t swim in this swimming pool.
- Not clean.
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Chieng Rai Vidhayakhom School
http://www.cvk.ac.th/
Advantage
- Easy to access because it located in downtown.
- The price cheaper than other swimming pool.
Disadvantage
- General people can use on Saturday and Sunday only.
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Namthong Hotel
http://www.namthonghotel.com/Chiangrai/main.html
Advantage
- Private.
Disadvantage
- Dirty
- The price is expensive.
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� Tennis Court
Koh Loy Public Park
Advantage
- Free.
- Have many tennis courts.
- Suitable for tennis competition.
-
Disadvantage
- The way to access so dangerous.
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Sport Authority of Thailand, Chiang Rai
Advantage
- Free.
- Suitable for tennis competition.
Disadvantage
- Many people want to come but tennis court not enough for demand of people
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Mae Fah Luang University
Advantage
- Free
Disadvantage
- Less of tennis court
- Tennis court not enough for demand of people
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Chiang Rai Rajabhat University
Advantage
- Free.
-
Disadvantage
- Tennis courts are decline.
- Don’t have restroom.
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� Fitness Center
Sumalee Healthy and Spa Center
Advantage
- Luxury
- Comfortable
- Have many service
Disadvantage
- The price is expensive.
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STK Resort Chiang Rai
Advantage
- Open music for customer
- The rest rooms are clean.
- The price is cheap.
Disadvantage
- The exercise machines are not various.
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Mea Fah Luang University
Advantage
- Suitable for bodybuilding.
- The price is cheap.
Disadvantage
- Fitness area is narrow.
- The exercise machines are not various.
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5 Yake Fitness
Advantage
- Locate in downtown.
Disadvantage
- Fitness area is narrow.
- The price is expensive
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Chiang Rai Rajabhat University
Advantage
- The price is cheap.
- Open music for customer
Disadvantage
- The restrooms are dirty.
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Customer Analysis
Our business is sports complex which provide fitness center service, football field
service, swimming pool service, and tennis service. When we start this business in Chiang
Rai, we have to focus on teenagers and working people because these group of people care
about their health. These groups have their different behavior that we need to concern about
them.
Teenager group is the first one we focus on target segmentation. They like to have fun
and search for many cheap, luxury and good service or product. Some have enjoyed their
activities together and some enjoy their activity individual.
Second group is working people; this group is very easy going and has high income
because they have their job. They behavior looks like teenage group but they care about
service more than student. They have higher expectation as they pay their money higher for
sport service.
Moreover two groups of these behaviors, we must delve into our specific of our
customers who enjoy our business in four groups following our services we provide. In four
group such as fitness center consumer group, football player group, swimming pool service
group and Tennis Player group.
First group is fitness center consumer group; this group contains a lot of teenagers and
working people, this group of people concerns about many new items and their heath. Many
female customers want to lose their weight and many male customers want to create their
muscle for making themselves looking good. So to provide new items and good decoration
adjustment is good choice to satisfy them.
Second group is football players, this group, there are a lot of teenagers and working
people here, these group always come in to small group or large group to use football field
service together. Their demands on football service are high because there are many high
booking cue on many football field. To satisfy this section, we must provide good service and
booking system with drinking water promotion.
Third group is swimming pool consumer which consists of many group of consumer
like teenagers and working people. They always check the weather before enters swimming
pool because they afraid of raining like football player and tennis cord, we should provide
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indoor swimming pool but it not match with our decorate policy so we have to build outdoor
swimming pool with good decoration and high quality water. If swimming pool is clean, it
will attract a lot of consumers to visit our swimming pool.
There are many tennis players in the universities and hotels, but some people want to
play outside on Tennis Court Service. They always play in the evening that is the best time
for tennis player. There are many kind of tennis player like teenagers and working people,.
Many people believe that to playing tennis is smart because Tennis is a famous one in sport
that many countries all around the world know and send their tennis player to enter world
tennis competition.
� Summary of Customer Analysis
After we divide our customer into two groups follow our market segmentation and
four kinds of sport, we have found that a lot of teenagers and working people group are
interest in fitness center, football field, swimming pool and tennis in different level follow
their behavior and income.
Competitive Analysis
From collecting local information of many business in Chiang Rai, we have decide to run
sport complex business which consists of four kind of sport service business which has its
different competitive. So we have to analyze these groups of business in four competitive.
There are many fitness centers in Chiang Rai Province because many people want to
exercise. Many fitness center owners locate their business in the area where have it
supporting place around such as hotel, parking lot, convenience store and food center. Many
business owners always new items and create more promotion to increase their sales because
to invest in this kind of business, the owners must use a lot of money to buy fitness items in
high technology to satisfy their customer follow their trends and sport market.
Football field service is very popular in the society now because football is the most
famous sport in the world. In Chiang Rai Province, we can see some football field service
open in downtown and some district but not popular enough like other big province like
Chiang Mai and Bangkok. Foot ball field service is the attract point of people who would like
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to play football in new atmosphere because they bored with monotony life style and lacking
of football field that cause customer booking cues are high in many football field services.
Swimming pool service is a well known business one that many people enjoy it. The
Swimming Pool competitive is not low or high because it’ depend on season. In summer
season and holiday season is the peak period that swimming pool competitive is high while
many people always spend their time on swimming pool in the evening. In the south of
Thailand, swimming pool attract a lot of people to swim but in Chiang Rai province is not
high same as other big city because of cold weather is not support enough. However many
people still swim because swimming is the best way of exercising which increase a lot of
muscle and helping to lost weight
Tennis cord service can see a lot of tennis cord service in many hotels, universities
and some schools. The Competitive of Tennis cord service in Chiang Rai is very low when
compare with another big city like Bangkok and Chiang Mai. To invest in Tennis cord
business is the good choice in Chiang Rai area because our sport complex will make tennis
cord more popular and we will be the first individual place where provide tennis cord in
Chiang Rai Province where have a lot of student and working people who have enough
paying power to spend for us.
� Summary of Competitive analysis
There are two groups of different sport service competitive in Chiang Rai called high
competitive group and normal competitive group. The first groups is high competitive group
which consist of fitness center service and foot ball field service because these kind of sport
service are very popular in Chiang Rai Province that reflect on number of people while the
second group call normal competitive group because of the location of swimming pool
servicer and tennis cord service are few and hardly to find because they always locate in the
big place like hotel and university.
32 | P a g e
Conclusion of 3C Analysis
From 3C analysis, we have learn that sport complex have a chance to finish breakeven
point in four year because of four channel of income builder like fitness center, football field,
swimming pool, and tennis cord. Our main income are from fitness, swimming pool and foot
ball field because these business are famous while tennis cord service is run normally but it
cannot damage us a lot because of our supporting found from these three business we provide
before (fitness, football and swimming pool).
STP Analysis
Segmentation
� Psychographics
Nowadays, people spend their free time by playing sports because playing sports can
care health and protect disease for strength and some people play sports for enjoying. People
would like to play sport that has standard of equipment.
� Behaviors
People will play sports in fixed time such as many people like to play football in
evening but, some people like to play football at night which is each people will play sport in
different time. We provide safety for customers when people play sports such as we have
staffs to safety and control people who are playing sports in each period.
33 | P a g e
Target Market
Our target market is worker and teenager in Chiang Rai. The cause that is we focus on
worker and teenage because we see GDP of Chiang Rai has increased every year which it
makes to increase salary of workers in Chiang Rai. I provide information GDP in Chiang Rai
2006 to 2010. In year 2006 was 48,212, year 2007 was 56,299, year 2008 was 65,101, year
2009 was 65,974, and year was 78,914. So, workers in Chiang Rai have more power
purchasing for our sport complex. Workers have to relax after finish work and they care
healthier. They would like to relax or enjoy in sports. Sports have benefits for their health and
for their mind. And teenagers have free time for activities. Teenagers join together for play
activities when they have free time. Teenagers have different activities that they favorite such
as play sports and play musicals. But, sports are quite popular more that play musicals in
teenager. Teenager are spend more time to play sport, so it is the important to make our
sports complex get more profit and we spread word of mouth to promote our sports complex.
Positioning
Sport complex is the best choice for people who like exercise or health care because
sport complex is center of many sports as swimming, football, fitness and tennis. Moreover,
we have a good service better than other business because of sport complex have trainer, food
center, lifeguard, WIFI etc. However, our competitors are indirect competitors. Also we
analyze competitors by distribute each type of sports.
� Football
Standard
Sport complex
CR Galaxy Arena
Price
San kok chang
34 | P a g e
� Swimming pool
Clean
Sport complex
Le Dusit Island
Meridian
CRU
Size
CVK School
Nam Thong
� Tennis
Quality
Sport complex
Sport Authority of Thailand, Chiang Rai
MFU
Koh Loy Public Park
Security
CRU
35 | P a g e
� Fitness
Standard of Equipment
Sport complex
Sumalee Fitness&Spa
MFU
5 yake Fitness Gym Atmosphere
CRU
STK resort
36 | P a g e
Marketing Mix Strategy
Product strategy
Sports complex is the center of sport for healthy, that is popular sport in nowadays.
There are 4 types:
1. The artificial tuft football field.
2. Fitness center.
3. Swimming pool.
4. Tennis court.
There are wide various of sport that customers can choose in sports complex have
many a good quality machines in fitness center, The artificial tuft football field have standard
size and swimming pool is beautiful design and wide size, it can be accommodate as many
people . Other than, In sports complex is divided in each zone that appropriate to make
comfortable for customer. Moreover, sports complex have a food cort and lobby room for
customer which is internet, wi-fi, and other service.
Price strategy
Sports complex sets price base on market price but sport complex can attracting customer
more than competitor because sports complex is modern style and luxury.
Place strategy
Sport complex is located at Bandu district in Chiang Rai province. It is opposite Thai
Beverage Cooperation in front of Rajabhat Chiang Rai University. There are many people in
this area. Moreover, the location of Sport complex is easy to access for customers because it
near by a superhighway and sport complex have beautiful design which is prominent.
37 | P a g e
Promotion Strategy
Sport complex use many advertise for attracting to people. There are billboard,
advertise on local radio (Top FM 93.5), public in local magazine (Sherbet), and Facebook.
In additional, sport complex set promotion during grand opening and have special
discount for member customers. Moreover, sport complex have special activities there are
open swimming course during summer, the trainer in fitness center free, and have the
competition of our member in each sport, the winner will receive the gift voucher that our
company set in each period.
38 | P a g e
Sale forecast
Year 2011
Sale volume
Service charge Price Unit JAN FEB MAR APR MAY. JUN JUL. AUG. SEP. OCT. NOV. DEC Total
Swimming for adult
80.00 /times.
279.00
252.00
930.00
900.00
930.00
240.00
217.00
186.00
240.00
279.00
180.00
310.00
4,943
Swimming for
children
60.00 /times.
217.00
196.00
775.00
900.00
930.00
150.00
124.00
217.00
180.00
186.00
180.00
279.00
4,334
Fitness
80.00 /times.
620.00
504.00
465.00
570.00
403.00
390.00
403.00
341.00
450.00
434.00
450.00
310.00
5,340
Tennis
80.00 /hours.
682.00
504.00
682.00
600.00
620.00
180.00
186.00
310.00
540.00
682.00
600.00
620.00
6,206
Artificial Turf
(outdoor)
800.00 /hours.
620.00
504.00
930.00
780.00
682.00
240.00
186.00
434.00
660.00
620.00
780.00
744.00
7,180
Food and coffee shop
10,000.00
/mornth
50,000.00
50,000.00
50,000.00
50,000.00
50,000.00
50,000.00
50,000.00
50,000.00
50,000.00
50,000.00
50,000.00
50,000.00
600,000.00
Total sale
Service charge Price Unit JAN FEB MAR APR MAY. JUN JUL. AUG. SEP. OCT. NOV. DEC Total
Swimming adult
80.00 /times.
22,320
20,160
74,400
72,000
74,400
19,200
17,360
14,880
19,200
22,320
14,400
24,800
395,440
Swimming for
children
60.00 /times.
13,020
11,760
46,500
54,000
55,800
9,000
7,440
13,020
10,800
11,160
10,800
16,740
260,040
Fitness
80.00 /times.
49,600
40,320
37,200
45,600
32,240
31,200
32,240
27,280
36,000
34,720
36,000
24,800
427,200
Tennis
80.00 /hours.
54,560
40,320
54,560
48,000
54,560
14,400
14,880
24,800
43,200
54,560
48,000
49,600
501,440
Artificial Turf
(outdoor)
800.00 /hours.
496,000
403,200
744,000
624,000
545,600
192,000
148,800
347,200
528,000
496,000
624,000
595,200
5,744,000
Food and coffee shop
10,000.00 /month
50,000
50,000
50,000
50,000
50,000
50,000
50,000
50,000
50,000
50,000
50,000
50,000
600,000
Total
11,100.00
685,500
565,760
1,006,660
893,600
812,600
315,800
270,720
477,180
687,200
668,760
783,200
761,140
7,928,120
39 | P a g e
Year 2012
Sale volume
Service charge Price Unit JAN FEB MAR APR MAY. JUN JUL. AUG. SEP. OCT. NOV. DEC Total
Swimming for adult
80.00 /times.
312.48
282.24
1,041.60
1,008.00
1,041.60
268.80
243.04
208.32
268.80
321.48
201.60
347.20
5,545
Swimming for
children
60.00 /times.
243.04
219.52
868.00
1,008.00
1,041.60
168.00
138.88
243.04
201.60
208.32
201.60
312.48
4,854
Fitness
80.00 /times.
694.40
564.48
520.80
638.40
451.36
436.80
451.36
381.92
504.00
486.08
504.00
347.20
5,981
Tennis
80.00 /hours.
763.84
564.48
763.84
672.00
694.40
201.60
208.32
347.20
604.80
763.84
672.00
694.40
6,951
Artificial Turf
(outdoor)
800.00 /hours.
694.40
564.48
1,041.60
873.60
763.84
268.80
208.32
486.08
739.20
694.40
873.60
833.28
8,042
Food and coffee shop
10,000.00
/mornth
50,000.00
50,000.00
50,000.00
50,000.00
50,000.00
50,000.00
50,000.00
50,000.00
50,000.00
50,000.00
50,000.00
50,000.00
600,000.00
Total sale
Service charge Price Unit JAN FEB MAR APR MAY. JUN JUL. AUG. SEP. OCT. NOV. DEC Total
Swimming adult
80.00 /times.
24,998
22,579
83,328
80,640
83,328
21,504
19,443
16,666
21,504
25,718
16,128
27,776
443,613
Swimming for
children
60.00 /times.
14,582
13,171
52,080
60,480
62,496
10,080
8,333
14,582
12,096
12,499
12,096
18,749
291,245
Fitness
80.00 /times.
55,552
45,158
41,664
51,072
36,109
34,944
36,109
30,554
40,320
38,886
40,320
27,776
478,464
Tennis
80.00 /hours.
61,107
45,158
61,107
53,760
61,107
16,128
16,666
27,776
48,384
61,107
53,760
55,552
561,613
Artificial Turf
(outdoor)
800.00 /hours.
555,520
451,584
833,280
698,880
611,072
215,040
166,656
388,864
591,360
555,520
698,880
666,624
6,433,280
Food and coffee shop
10,000.00 /month
50,000
50,000
50,000
50,000
50,000
50,000
50,000
50,000
50,000
50,000
50,000
50,000
600,000
Total
761,760
627,651
1,121,459
994,832
904,112
347,696
297,206
528,442
763,664
743,731
871,184
846,477
8,808,214
40 | P a g e
Year 2013
Sale volume
Service charge Price Unit JAN FEB MAR APR MAY. JUN JUL. AUG. SEP. OCT. NOV. DEC Total
Swimming for adult
80.00 /times.
365.60
329.88
1,218.67
1,179.36
1,218.67
314.50
284.36
243.73
314.50
365.60
235.87
406.22
6,477
Swimming for
children
60.00 /times.
284.36
256.84
1,015.56
1,179.36
1,218.67
196.56
162.49
284.36
235.87
243.73
235.87
365.60
5,679
Fitness
80.00 /times.
812.45
660.44
609.34
746.93
528.09
511.06
528.09
446.85
589.68
568.71
589.68
406.22
6,998
Tennis
80.00 /hours.
893.69
660.44
893.69
786.24
812.45
235.87
243.73
406.22
707.62
893.69
786.24
812.45
8,132
Artificial Turf
(outdoor)
800.00 /hours.
812.45
660.44
1,218.67
1,022.11
893.69
314.50
243.73
568.71
864.86
812.45
1,022.11
974.94
9,409
Food and coffee shop
10,000.00
/mornth
50,000.00
50,000.00
50,000.00
50,000.00
50,000.00
50,000.00
50,000.00
50,000.00
50,000.00
50,000.00
50,000.00
50,000.00
600,000.00
Total sale
Service charge Price Unit JAN FEB MAR APR MAY. JUN JUL. AUG. SEP. OCT. NOV. DEC Total
Swimming adult
80.00 /times.
29,248
26,390
97,494
94,349
97,494
25,160
22,749
19,498
25,160
29,248
18,870
32,498
518,157
Swimming for
children
60.00 /times.
17,062
15,410
60,934
70,762
73,120
11,794
9,749
17,062
14,152
14,624
14,152
21,936
340,756
Fitness
80.00 /times.
64,996
52,835
48,747
59,754
42,247
40,885
42,247
35,748
47,174
45,497
47,174
32,498
559,803
Tennis
80.00 /hours.
71,495
52,835
71,495
62,899
71,495
18,870
19,498
32,498
56,610
71,495
62,899
64,996
657,086
Artificial Turf
(outdoor)
800.00 /hours.
649,960
528,352
974,936
817,688
714,952
251,600
194,984
454,968
691,888
649,960
817,688
779,952
7,526,928
Food and coffee shop
10,000.00 /month
50,000
50,000
50,000
50,000
50,000
50,000
50,000
50,000
50,000
50,000
50,000
50,000
600,000
Total
882,761
725,823
1,303,606
1,155,452
1,049,308
398,308
339,228
609,774
884,984
860,824
1,010,783
981,879
10,202,730
41 | P a g e
Year 2014
Sale volume
Service charge Price Unit JAN FEB MAR APR MAY. JUN JUL. AUG. SEP. OCT. NOV. DEC Total
Swimming for adult
80.00 /times.
457.00
412.35
1,523.33
1,474.20
1,523.33
393.13
355.45
304.66
393.13
457.00
294.84
507.78
8,096
Swimming for
children
60.00 /times.
355.45
321.05
1,269.45
1,474.20
1,523.34
245.70
203.11
355.45
294.84
304.66
294.84
457.00
7,099
Fitness
80.00 /times.
1,015.56
825.55
761.68
933.66
660.11
638.83
660.11
558.56
737.10
710.89
737.10
507.78
8,747
Tennis
80.00 /hours.
1,117.11
825.56
1,117.11
982.80
825.14
294.84
304.66
507.78
884.53
1,117.11
982.80
1,015.56
9,975
Artificial Turf
(outdoor)
800.00 /hours.
1,015.56
825.55
1,523.34
1,277.64
1,117.11
393.13
304.66
710.89
1,081.08
1,015.08
1,277.64
1,218.68
11,760
Food and coffee shop
10,000.00
/mornth 50,000.00
50,000.00 50,000.00
50,000.00 50,000.00
50,000.00
50,000.00
50,000.00
50,000.00 50,000.00
50,000.00
50,000.00
600,000.00
Total sale
Service charge Price Unit JAN FEB MAR APR MAY. JUN JUL. AUG. SEP. OCT. NOV. DEC Total
Swimming adult
80.00 /times.
36,560
32,988
121,866
117,936
121,866
31,450
28,436
24,373
31,450
36,560
23,587
40,622
647,696
Swimming for
children
60.00 /times.
21,327
19,263
76,167
88,452
91,400
14,742
12,187
21,327
17,690
18,280
17,690
27,420
425,945
Fitness
80.00 /times.
81,245
66,044
60,934
74,693
52,809
51,106
52,809
44,685
58,968
56,871
58,968
40,622
699,754
Tennis
80.00 /hours.
89,369
66,045
89,369
78,624
89,369
23,587
24,373
40,622
70,762
89,369
78,624
81,245
821,358
Artificial Turf
(outdoor)
800.00 /hours.
812,448
660,440
1,218,672
1,022,112
893,688
314,504
243,728
568,712
864,864
812,064
1,022,112
974,944
9,408,288
Food and coffee shop
10,000.00 /month
50,000
50,000
50,000
50,000
50,000
50,000
50,000
50,000
50,000
50,000
50,000
50,000
600,000
Total
11,100.00
1,090,949
894,780
1,617,009
1,431,817
1,299,132
485,390
411,532
749,719
1,093,735
1,063,144
1,250,982
1,214,854
12,603,041
42 | P a g e
Year 2015
Sale volume
Service charge Price Unit JAN FEB MAR APR MAY. JUN JUL. AUG. SEP. OCT. NOV. DEC Total
Swimming for adult
80 /times.
598.57
540.18
1,995.56
1,931.20
1,995.56
515.00
465.64
399.10
515.00
598.67
386.24
665.19
10,606
Swimming for
children
60 /times.
465.64
420.58
1,662.98
1,931.20
1,995.58
321.87
266.07
465.64
386.24
399.11
386.24
598.67
9,300
Fitness
80 /times.
1,330.38
1,081.47
997.80
1,223.09
864.74
836.87
864.74
731.71
965.60
931.27
965.60
665.19
11,458
Tennis
80 /hours.
1,463.41
1,081.48
1,463.41
1,287.47
1,080.93
386.24
399.11
665.19
1,158.73
1,463.41
1,287.47
1,330.38
13,067
Artificial Turf
(outdoor)
800 /hours.
1,330.38
1,081.47
1,995.58
1,673.71
1,463.41
515.00
399.10
931.27
1,416.21
1,330.38
1,673.71
1,596.47
15,407
Food and coffee shop
10,000
/mornth
50,000.00
50,000.00
50,000.00
50,000.00
50,000.00
50,000.00
50,000.00
50,000.00
50,000.00
50,000.00
50,000.00
50,000.00
600,000
Total sale
Service charge Price Unit JAN FEB MAR APR MAY. JUN JUL. AUG. SEP. OCT. NOV. DEC Total
Swimming adult
80 /times.
47,886
32,411
159,645
154,496
159,645
41,200
37,251
31,928
41,200
31,929
30,899
53,215
821,704
Swimming for
children
60 /times.
27,938
25,235
99,779
115,872
119,735
19,312
15,964
27,938
23,174
23,947
23,174
35,920
557,989
Fitness
80 /times.
106,430
86,518
79,824
97,847
69,179
66,950
69,179
58,537
77,248
74,502
77,248
53,215
916,677
Tennis
80 /hours.
117,073
86,518
117,073
102,998
86,474
30,899
31,929
53,215
92,698
117,073
102,998
106,430
1,045,378
Artificial Turf
(outdoor)
800 /hours.
1,064,304
865,176
1,596,464
1,338,968
1,170,728
412,000
319,280
745,016
1,132,968
1,064,304
1,338,968
1,277,176
12,325,352
Food and coffee shop
10,000 /month
50,000
50,000
50,000
50,000
50,000
50,000
50,000
50,000
50,000
50,000
50,000
50,000
600,000
Total
11,100
1,413,631
1,145,858
2,102,784
1,860,181
1,655,761
620,361
523,603
966,634
1,417,289
1,361,754
1,623,287
1,575,957
16,267,101
43 | P a g e
Marketing Expense
Advertising JAN FEB MAR APR MAY. JUN JUL. AUG. SEP. OCT. NOV. DEC Total
Bill Board
840.00
840.00
840.00
840.00
840.00
840.00
840.00
840.00
840.00
840.00
840.00
840.00
7,560.00
Local Radio
2,500.00
2,500.00
2,500.00
2,500.00
2,500.00
2,500.00
2,500.00
2,500.00
2,500.00
2,500.00
2,500.00
2,500.00
22,500.00
Magazine
10,000.00
10,000.00
10,000.00
10,000.00
30,000.00
Total of
Advertising
13,340.00
3,340.00
3,340.00
13,340.00
3,340.00
3,340.00
13,340.00
3,340.00
3,340.00
13,340.00
3,340.00
3,340.00
60,060.00
44 | P a g e
Conclusion
Over all in sports complex’s market feasibility study is reflect that our business have a
chance to successful in our business goal because of many supporting reasons in many issue
in this chapter that we have to explain each issue.
First many marketing analysis factors support us to invest in Chiang Rai province
because Chiang Rai province good property consist of big market, high GDP and people
revenue average, good environment, updated technology and low politic conflict .
Second from 3C analysis, we have to make our sport complex different from
competitors, understanding customer behaviors and meet high competitive of our kind of
services because we provide more than one service that force us to collect more information
however we have our advantage on our customer that we are different and have valuable
price for our customer.
Third STP analysis proves us that psychographics and behaviors people concern about
their health and having their different time on exercise.
Fourth Target Market and Positioning, We focus on teenager and working people who
have their buying power enough for our business and our position is focus on sport service
majority with supporting service options as minority. We have learned from positioning that
our services have many advantages when compare with our competitor’s service.
Fifth, from our Marketing Mix Strategy, we provide various sports service and
support options as Product strategy, Price strategy is standard price with luxury decorate,
Place strategy is Bandu District where have a lot of people for live in and promotion strategy
which provide good advertise on local radio, billboard and magazine.
Final issue, our financial plans and sales forecast is realistic and match with our
following collection real information.
45 | P a g e
Chapter 4
Technical Feasibility Study
Production and Operation Analysis
Product Characteristics (in Detail)
Tennis court
http://www.civilsport.co.th/%E0%B8%9E%E0%B8%B7%E0%B9%89%E0%B8%99%E0%B8%AA%E0%B8
%99%E0%B8%B2%E0%B8%A1%E0%B9%80%E0%B8%97%E0%B8%99%E0%B8%99%E0%B8%B4%E0
%B8%AA.html
Our tennis court is hard court. We have two tennis courts. Tennis courts are rectangle
and smooth floor. Standard courts will have length of around is 78 Feet (23.77 m.) width 27
Feet (8.23 m.). For, single and width 36 feet (10.97 m.). For, doubles is net have height 3 feet
6 inch (1.07 m.) from the side and height 3 feet (914 m.). The center of court will separate is
3 courts the depending on the material used to make the courts surface. Each the courts will
have seep and springing of ball separate in the kind of tennis.
46 | P a g e
Artificial turf football field
http://www.h-turf.com/products-soccer.php
The artificial turf football field is two outdoor fields and provides the rest rooms to
the customers.
47 | P a g e
Swimming pool
Swimming pool for adult
The size is width 25 m. length 50 m. and deep 1.20 m. (Overflow & Chlorine system)
The size is width 3 m. length 5 m. and deep 0.60 m. (Overflow & Chlorine system)
http://www.topatpool.com/index.php?lay=show&ac=article&Id=512564
48 | P a g e
Fitness center
We have 20 exercise machines. The customer can exercise every parts of body and we
have the trainer to give the recommendations for them. It is free charge. The atmospheres are
good airflow, model style of decoration, soft music, and lobby to safe their assets.
49 | P a g e
Food center
The food center provide for the customer who want to get convenience food. In this
product, it is rental for the food provider. We have the rule to control the quality of food and
equipment.
50 | P a g e
Location
51 | P a g e
52 | P a g e
Facility Layout
53 | P a g e
54 | P a g e
FOOD CENTER
TOI
LET
55 | P a g e
OFFICE CENTER
56 | P a g e
COFFEE SHOP
57 | P a g e
FITNESS CENTER
58 | P a g e
SWIMMING POOL
Swimming Pool
59 | P a g e
ARTIFICIAL TRUF FOOTBALL FIELD
60 | P a g e
TENNIS COURT
61 |Page
List of investment
• Artificial Turf
Price: 3,600,000Baht.
http://market.mthai.com/product/320643
Pole goal
18,900 baht
Nets
2,500 baht
62 |Page
Ball
480 baht
http://www.fbtsports.com/th/store/search_result.php?IBLOCK_ID=2&SECTION_ID=701&PAGEN_1=3
Wooden benches 37.5 x 25 x 40
1,200 baht
63 |Page
• REST ROOM
Hand Dryer รุน่ 203A
Price: 5,150Baht.
� Normal output : 1800 W, Voltage : 220-240 V/ 50Hz
Warm air temperature : 60C + 20C
Air steam : 15 m/s, Switch area : 14 cm + 3cm
Switch off delay : less than 5, Weight : 2.8 kg
Dimensions : 275 x 265 x 255 mm.
Mirror
Size: 60*2*75
Price: 590 Baht
http://www.indexlivingmall.com/product/list.php?L1=170&L2=175&L3=179
64 |Page
Bin
Size:29.5*67 cm.
Price: 1,990 Baht
Injected buttocks
Size:Dia.3*L 10
Price: 179 Baht
http://www.indexlivingmall.com/product/list.php?L1=170&L2=175&L3=178
Flush toilet
Price: 2,510 Baht.
Price: 3,210 Baht
http://www.light-and-bath.com/index.php?lay=show&ac=cat_showcat&l=2&cid=43409
65 |Page
Basin
Price: 765 Baht.
http://www.191sale.com/index.php?lay=show&ac=cat_show_pro_detail&cid=21157&pid=87566
� BATH ROOM
Shower
Size: Dia.7*L25 cm.
Price: 179 Baht.
Shelve + Hanger CHIC ABR16-I11V
Price: 339 Baht.
http://www.indexlivingmall.com/product/list.php?L1=170&L2=171&L3=173
66 |Page
� SWIMMING POOL
Price: 1,437,800 Baht.
http://www.fbtsports.com/th/store/detail.php?IBLOCK_ID=2&SECTION_ID=34&ELEMENT_ID=1317
http://www.nannampool.com/
http://www.treetouch.com/index.php?lay=show&ac=article&Ntype=6&Id=5375595
Stairs Swimming Pool
Price : 9,000 Baht.
67 |Page
Outdoor Daybed
Price : 6,900 Baht.
http://www.indexlivingmall.com/product/list.php?L1=185&L2=189
Table set
Price : 6,990 Baht.
http://www.indexlivingmall.com/product/list.php?L1=185&L2=186
Dolphin Supreme M5
Price: 150,000 Baht.
http://www.winwin-pool.com/?gclid=CKOa8b79760CFccc6wodNWYnuA
68 |Page
Umbrella
Price : 300 Baht.
http://nonthaburicity.olxthailand.com/300-iid-95506677
FITTNESS CENTER
Super balance
Price: 2,590 Baht
Super cyclone GS-2015M
Price: 3,390 Baht
69 |Page
Moon waliker GS-6001
Price: 4,990 Baht
OMA-8577A
Price: 13,900 Bah.
DUMBELL SET
Price: 5,628 Baht.
Recumbent bike GS-9080
Price: 7,990 Baht.
70 |Page
Elliptical GS-6007
Price: 5,990 Baht.
Magnetic bike GS-5610
Price: 5,290 Baht.
Alko vibrator ETF-001C
Price:15,900 Baht.
71 |Page
Motorized treadmill 2.0 HP OMA-1610CA
Price: 25,900 Baht.
Digital scale
Price: 199 Baht.
Yoka Ball
Price: 590 Baht.
Deluxe Fitness Floor Mat
Price: 1990 Baht.
72 |Page
� OFFICE CENTER
IMac
Price: 39,900 Bath.
POS SET 1
Price: 12,500 Bath.
PANASONIC KX-MB3150CX 6 IN
1(Fax,Scanner,Printer,Copy Machine)
Price: 29,990 bath
73 |Page
Cabinet of documents 75 W. * 32
D. * 122 H. (cm)
Price: 1,100 baht
Cabinet of documents 80(W)*40(D)*85(H) cm
Price: 1,665 baht
Table set 180(W)x140(D)x75(H) cm
Price: 5,900 baht
74 |Page
Chair
Price: 2,990 baht
Sofa set
Price: 22,900 Baht
http://www.indexlivingmall.com/product/list.php?L1=185&L2=186#2
75 |Page
• Food center
Table set
Price: 6,000 Baht
http://www.indexlivingmall.com/product/list.php?L1=185&L2=186#1
Sink
Price: 4,590 baht
http://www.jaroensupply.com/product-th-490448-4109952-
%E0%B8%AD%E0%B9%88%E0%B8%B2%E0%B8%87%E0%B8%A5%E0%B9%89%E0%B8%B2
%E0%B8%87%E0%B8%88%E0%B8%B2%E0%B8%99+%E0%B8%9E%E0%B8%A3%E0%B9%89
%E0%B8%AD%E0%B8%A1%E0%B8%82%E0%B8%B2%E0%B8%95%E0%B8%B1%E0%B9%89
%E0%B8%87+MEX+%E0%B8%A3%E0%B8%B8%E0%B9%88%E0%B8%99+PS+102S.html
Trolley
Price: 12,500 baht
76 |Page
Trashcan
Price: 1,900 baht
Trashcan
Price: 550 baht
Trashcan
Price: 550 baht
CAR VIGO SMART CAB
Price: 487,000 Baht
77 |Page
• Tennis court
Price: 198,360 Baht.
Net
Price: 2,950
http://www.fbtsports.com/th/store/detail.php?IBLOCK_ID=2&SECTION_ID=34&ELEMENT_ID=1575
http://www.fbtsports.com/th/store/detail.php?IBLOCK_ID=2&SECTION_ID=34&ELEMENT_ID=1328
78 |Page
Trolleys
Price: 4,500 Baht.
http://www.fbtsports.com/th/store/detail.php?IBLOCK_ID=2&SECTION_ID=34&ELEMENT_ID=1317
Mop
Price: 950 Baht.
http://www.fbtsports.com/th/store/detail.php?IBLOCK_ID=2&SECTION_ID=34&ELEMENT_ID=1302
79 |Page
Tennis ball
Price: 7 Baht.
http://www.thaionlinemarket.com/question.asp?QID=268669
Committee chair
Price: 5,400
http://www.weloveshopping.com/template/w20/showproduct.php?pid=11115033&shopid=17046
80 |Page
Cost of Investment
Pre-Operating Cost
Land reclamation cost 2,400,000
Design layout cost 30,000
Billboard tax 840
Registered company cost 10,000
Billboard cost 35,700
Total pre-operating cost 2,476,540
81 |Page
Investment Cost
Investment cost
Product Description Price Unit Total
land
43,274,000
1
43,274,000
Car
487,000
1
487,000
Air condition
11,900
4
47,600
Computer imac
39,900
1
39,900
INFARSTRUCTURE
Swimming
1,437,800
1
1,437,800
Tennis
99,180
2
198,360
Artificial Turf
3,600,000
2
7,200,000
Building
5,000,000
1
5,000,000
Total of infarstucture
10,136,980
6
13,836,160
TENNIS
Net
2,950
2
5,900
Trolley
4,500
2
9,000
Mop
950
2
1,900
Tennis balls
7
100
700
Committee chair
5,400
2
10,800
Total of tennis
13,807
108
28,300
REST ROOM
Hand Dryer
5,150
2
10,300
Mirror
590
8
4,720
Bin
1,990
2
3,980
Injected buttocks
179
8
1,432
Flush toilet(Women)
2,510
4
10,040
82 |Page
Flush toilet(Men)
3,210
4
12,840
Basin
765
8
6,120
Total of rest room
14,394
36
49,432
BATH ROOM
Shower
179
8
1,432
Shelve + Hanger
339
8
2,712
Mirror
590
8
4,720
Basin
765
8
6,120
Bin
1,990
2
3,980
Total of bath room
3,863
34
18,964
Artificial Turf
Pole goal
18,900
4
75,600
Ball
480
10
4,800
Wooden benches
1,200
4
4,800
Total of Artificial Turf
20,580
18
85,200
SWIMMIMG
Stairs Swimming pool
9,000
2
18,000
Outdoor Daybed
6,900
4
27,600
Table set
6,990
4
27,960
Dolphin Supreme
150,000
2
300,000
Umbrella
300
4
1,200
Total of Swimming Pool
173,190
16
374,760
FITNESS CENTER
Super balance
2,590
2
5,180
Super cyclone
3,390
2
6,780
Moon walker
4,990
2
9,980
83 |Page
OMA-8577A
13,990
2
27,980
Dumbell set
5,628
1
5,628
Recumbent bike
7,990
2
15,980
Elliptical
5,990
2
11,980
Magnetic bike
5,290
2
10,580
Alko vibrator
15,900
2
31,800
Motorized treadmill
25,900
2
51,800
Digital scale
199
2
398
Yoka ball
590
1
590
Floor mat
1,990
1
1,990
Total of fitness
94,437
23
180,666
OFFICE CENTER
POS SET
12,500
1
12,500
Panasonic KX-MB3150
29,990
1
29,990
Cabinet of document
1,100
1
1,100
Cabinet of document
1,665
1
1,665
Table set
5,900
1
5,900
Chair
2,990
1
2,990
WiFi Router
790
3
2,370
Sofa set
22,900
2
45,800
Total of office center
77,835
11
102,315
FOOD CENTER AND COFFEE
SHOP
Table set
6,000
17
102,000
Sink
4,590
6
27,540
Trolley
12,500
3
37,500
84 |Page
Trashcan
1,900
9
17,100
Trashcan
550
3
1,650
Total of food center
25,540
38
185,790
Total of fix asset
54,373,426
297
58,710,087
85 | P a g e
Depreciation
Year 1
86 | P a g e
Year 2
87 | P a g e
Year 3
88 | P a g e
Year 4
89 | P a g e
Year 5
90 | P a g e
Management Analysis
Administration Cost
91 | P a g e
Salary
92 | P a g e
Cost of Utility
93 | P a g e
Conclusion
Sport complex provide service about sports which have tennis, football, fitness and swimming pool. Every equipment and machine of sport complex
is standard and to have a good quality. Also, the customers will trust and satisfy when their use service in sport complex. Moreover, sport complex provide
more service such as food court and internet WI-FI for comfortable to customers. Sport complex located at Ban Du, Chiang Rai. It is the best location
because the place is convenience; customers easy to access. Furthermore, we have facility management provide the facility for customers. We try to provide
the best service for enhance customers satisfy because sport complex concern more about customers satisfy.
94 | P a g e
Chapter 5
Financial Analysis
Profit and Lost Statement (Income Statement)
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98 | P a g e
99 | P a g e
100 | P a g e
101 | P a g e
102 | P a g e
Cash Flow
103 | P a g e
104 | P a g e
105 | P a g e
106 | P a g e
107 | P a g e
Balance Sheet
108 | P a g e
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110 | P a g e
111 | P a g e
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Chapter 6
Risk Management
External risk
� Political
Politic is the most sensitive risk in Thailand when the political crisis has occurred in
Thailand. This crisis affected to many business owners that cause many people lose their jobs
and lose some revenue. Politic crisis reflect to the lacking of balance in social and economic.
In the worst case, political crisis cause civil war like the conflict between antigovernment
mob and government which create huge damage to both side in life and asset until the
dissolve of parliament to throwing away of responsibility to new government after corruption
. In Chiang Rai province, political crisis cause a lot of mob in Chaing Rai to call for their
benefit that they have lost from some cheating governments. Mob in Chaing Rai will create a
lot of traffic jam problems and dangerous situation will be happen if it is out of control.
Solution
Chiang Rai Politic is very sensitive even Chaing Rai province is the low politic
conflict area. Our sports complex transfer the risk to insurance company in the time of
political situation occurred.
� Economic
Economic Crisis is the large external risk which affects too many product provider or
service business in the world. This problem can be happened in the nation level and in the
country. If some economic crisis has occurred, Thailand will also take damage too that cause
many business owners lost their customer or closed up to their own factors which can be their
business risk. In case of our sport complex that provides many sport service, our customer
must have their revenue in one level to enjoy our service and sport complex has it high
expense. If sport complex encourage economic crisis, it reflect that we meet big trouble
because a lot of customer will exercise without payment instantly until the economic crisis
has gone while we have to continue paying money for fixed expense
Solution
When the economic crisis had occurred, we need to accept it’s by creating promotion
activities like exercise event and discount price is the good choice one for that situation. The
manager should use optimal promotion policies follow the situation. To borrow money from
the bank for crate promotion is not good but manager should use free media to attract
customer to visit sport complex because this channel free of expense and wide. If we create a
good advertise by using free media, we will have a lot of customer.
113 | P a g e
� Social
Social is the huge external risk because social has a lot of elements such as religion,
culture, politician, economic which prove that social is a sensitive factor because there are a
lot of people live in social and they have to work with the high competitive in their social.
Some time conflict can be cause the problem in social. In Chian Rai province, we have to
encounter many kind of social risk such as the various and fluctuate of politician revenue, the
different of culture, politician paying behavior which we cannot forecast, and high business
competitive and political activity.
Solution
Social risk is an external risk which cannot control and causes unfix damage to many
businesses which up to the area that business locate in. In the case of Chiang Rai province we
have to encounter much kind of risks in Chiang Rai province because this province is the one
of Thailand tourist attractions. To understand Chain Rai social is the best choice to solve
problem in the long term. We must create connection with many people, find alliance, and
follow the local newspaper to getting updated information for creating many policy for
encourage social incoming risk.
� Technology
New technology product release, recent product price will decease instant in the short
period. When the customers compare our technology product with the competitors, we need
to make customer satisfy with us.
Solution
We should to manage this risk by follow the trend of technology products and choose
the best one to our company.
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� Pollution
Pollution is a kind of external risk which create some damage in high range like
epidemic but it’s damage is lower than epidemic and it frequency is more than epidemic
frequency. In Chiang Rai province, we usually meets some pollutions like smoke from grass
burning by agitators after ending of farming , carbon dioxide from traffic jam on street and
bad smell pollution from many garbage that unconscionable people left on the floor even
there are many recycle bins have place in it point. These uncontrolled behaviors will create a
lot of bad image in Chiang Rai which reflect that Chiang Rai is dirty. If a lot of pollution are
stack in one area in high frequency. There are more chances to be the origin of epidemic too.
Moreover damage, many people will deny Chiang Rai province when the think about
business location.
Solution
Pollution is a kind of organization external risk which has it side effect to social in
high range. The damage from pollution which occurred in Chiang Rai Province is small when
compare with other big cities like Bangkok and Chaing Mai Province. So we have a right to
solve this problem by create some activities and campaign for promote many politicians to
preserve environment with many kinds of method following the period of times such as
afforest activities, gas energy for car campaign or alternative energy campaign and Bank of
garbage that et people transfer their garbage into money . If we create these activities and
campaigns, we can create good image to our sport complex and Chaing Rai province more
over we have a chance to be trend leader in our market.
� Low Season and High Season
Many businesses which provide product or service to market cannot avoid risk from
low season and high season in the different time which consists of 2 kind of external risks.
First risk is low season risk which refer to the risk from the time that there are few people
enjoy sport complex service. A few number of our customer is high risk that affect to our
financial plan and company because many people spend their holiday time on another place
in their vacation and some season consist of bad weather like rainy season and summer while
high season can be the second risk too because there are a lot of customer come to visit our
sport complex and cause of the lack of equipment problem that making some customer satisfy
115 | P a g e
because they cannot wait for longtime. When they are terminated, they will create some
problem to sport complex. From 2 kind of risk, it proves that risk is not fixed.
Solution
This Risk is an external risk that needs to manage by promotion policy and service
latency upgrade on our sport complex company because there are two risks in this section and
we need to use the different solution on these risks. First risk is Low season we must create
promotion activity more than provide discount price for attract our customer to enjoy our
activity at sport complex in low season. To reduce price is too normal because a lot of our
competitor always reduce price because they have high budget from investing before us.
Second risk is the high season risk that we need to solve by upgrade service latency, checking
error of equipment and train our customers to be professional for encourage incoming
problem from some customer.
� Behavior of customers
To run many kinds of business, customer is an important factor which brings a lot of
benefit to our sport complex company because they pay their money for receives their service
following their demand. However customer factor doesn’t be good factor at all because of
some of their behavior and attitude which relate to our service are different. In this topic, we
concern about risk behavior customers who have chances to create a lot of problem to our
sport complex company in both long and short period such as some selfish guests who
calumniate our company when we cannot provide some service to satisfy them enough, some
impetuously customers who usually do something which create many risks to life and asset,
customers who always infringe sport complex’s rule and some customers who disturb another
guests. Whatever these groups are external risk that we can control but their action can
damage our sales and image in high level which affect a lot of customers decide to deny our
service and make us lost our market share.
Solution
When we have problems from customer’s bad behaviors, to inspecting inside
company operation is the best ways to solve this problem by our officer’s observe and camera
record which can report what happened in our sport complex. If the problems has appear, we
116 | P a g e
should solve the problem by talk to that group about the sport complex rule and explain them
to understand what shouldn’t do in our sport complex with supporting reason which better
than making them has pressure from our action which cause them disgraceful and trying to
revenge our sport complex by find our bad points and distribute them to the social. To speak
with them in friendly civility for make them understand the reason of our rule will make them
feel free. If we find the stubborn customers, we need to proceed our action following our rule
while creating more good image because we don’t need to lost a lot of customer even we
need to dissatisfy one in our customer.
117 | P a g e
Internal risk
� Job Changing Problem
The problem of self-retire officer is a kind of high internal risk which seldom
happened in the organization because the lack of officer will decrease team work service
ability and cannot satisfy customer enough. In the wore case, when our officer have move his
or her position to work with our competitor, they have a chance to tell our competitor about
our sport complex company secret which make our competitors getting strong more us and
take away some of our market share. Even we fight our customer with lawyers; we always
lost because this situation will break our image immediately and reflect that our company
care about benefit only. The most damage always effect on our stability.
Solution
This problem about officer changing job is an external risk. To solve this problem we
must to manage and pay attention on take care of our customers because our company can
work with officer royalty and human resources are a very sensitive factor one we must
concern. If some problem happens with them, we need to talk to them smoothly with
reasonable. If some officer who work with us for a long time need to go, we don’t force them.
To pay final bonus can making easy ending. In case of sport complex secret, we must select
trustable and honest people to work and meeting. We need ethical people more than
intelligent people in our organization because skill can train but people mind cannot train.
118 | P a g e
� Financial
According to our sports complex, it is a big business in Chiang Rai province
and the high of investment. So, the period of receive the money back is long and
many maintenance cost of equipment and system that we need to concern. If we lack
of control all of them, our business will be breakdown.
Solution
We need to manage this risk by increasing of sales and make new promotion
to attract more customer to use our sports complex and we need to serve the good
service to customer to make them satisfy and they will spread word of mouth to
another customer.
119 | P a g e
Sale decrease 5%
Year 1
Income Statement
120 | P a g e
Cash Flow
121 | P a g e
Balance Sheet
122 | P a g e
Year 2
Income Statement
123 | P a g e
Cash Flow
124 | P a g e
Balance Sheet
125 | P a g e
Year 3
Income Statement
126 | P a g e
Cash Flow
127 | P a g e
Balance Sheet
128 | P a g e
Year 4
Income Statement
129 | P a g e
Cash Flow
130 | P a g e
Balance Sheet
131 | P a g e
Year 5
Income Statement
132 | P a g e
Cash Flow
133 | P a g e
Balance Sheet
134 | P a g e
Sale decrease 10%
Year 1
Income Statement
135 | P a g e
Cash Flow
136 | P a g e
Balance Sheet
137 | P a g e
Year 2
Income Statement
138 | P a g e
Cash Flow
139 | P a g e
Balance Sheet
140 | P a g e
Year 3
Income Statement
141 | P a g e
Cash Flow
142 | P a g e
Balance
143 | P a g e
Year 4
Income Statement
144 | P a g e
Cash Flow
145 | P a g e
Balance Sheet
146 | P a g e
Year 5
Income Statement
147 | P a g e
Cash Flow
148 | P a g e
Balance Sheet
149 | P a g e
Sale decrease 15%
Year 1
Income Statement
150 | P a g e
Cash Flow
151 | P a g e
Balance Sheet
152 | P a g e
Year 2
Income Statement
153 | P a g e
Cash Flow
154 | P a g e
Balance
155 | P a g e
Year 3
Income Statement
156 | P a g e
Cash Flow
157 | P a g e
Balance
158 | P a g e
Year 4
Income Statement
159 | P a g e
Cash Flow
160 | P a g e
Balance Sheet
161 | P a g e
Year 5
Income Statement
162 | P a g e
Cash Flow
163 | P a g e
Balance Sheet
164 | P a g e
Interest Expense 5%
Year 1
Income Statement
165 | P a g e
Cash Flow
166 | P a g e
Balance Sheet
167 | P a g e
Year 2
Income statement
168 | P a g e
Cash Flow
169 | P a g e
Balance Sheet
170 | P a g e
Year 3
Income Statement
171 | P a g e
Cash Flow
172 | P a g e
Balance Sheet
173 | P a g e
Year 4
Income Statement
174 | P a g e
Cash Flow
175 | P a g e
Balance Sheet
176 | P a g e
Year 5
Income Statement
177 | P a g e
Cash Flow
178 | P a g e
Balance Sheet
179 | P a g e
Interest Expense 10%
Year 1
Income Statement
180 | P a g e
Cash Flow
181 | P a g e
Balance Sheet
182 | P a g e
Year 2
Income Statement
183 | P a g e
Cash Flow
184 | P a g e
Balance Sheet
185 | P a g e
Year 3
Income Statement
186 | P a g e
Cash Flow
187 | P a g e
Balance Sheet
188 | P a g e
Year 4
Income Statement
189 | P a g e
Cash Flow
190 | P a g e
Balance Sheet
191 | P a g e
Year 5
Income Statement
192 | P a g e
Cash Flow
193 | P a g e
Balance Sheet
194 | P a g e
Interest Expense 15%
Year 1
Income Statement
195 | P a g e
Cash Flow
196 | P a g e
Balance Sheet
197 | P a g e
Year 2
Income Statement
198 | P a g e
Cash Flow
199 | P a g e
Balance Sheet
200 | P a g e
Year 3
Income Statement
201 | P a g e
Cash Flow
202 | P a g e
Balance Sheet
203 | P a g e
Year 4
Income Statement
204 | P a g e
Cash Flow
205 | P a g e
Balance Sheet
206 | P a g e
Year 5
Income Statement
207 | P a g e
Cash Flow
208 | P a g e
Balance Sheet
209 | P a g e
Expense increase 5 %
Year 1
Income Statement
210 | P a g e
Cash Flow
211 | P a g e
Balance Sheet
212 | P a g e
Year 2
Income Statement
213 | P a g e
Cash Flow
214 | P a g e
Balance Sheet
215 | P a g e
Year 3
Income Statement
216 | P a g e
Cash Flow
217 | P a g e
Balance Sheet
218 | P a g e
Year 4
Income Statement
219 | P a g e
Cash Flow
220 | P a g e
Balance Sheet
221 | P a g e
Year 5
Income Statement
222 | P a g e
Cash Flow
223 | P a g e
Balance Sheet
224 | P a g e
Expense increase 10%
Year 1
Income Statement
225 | P a g e
Cash Flow
226 | P a g e
Balance Sheet
227 | P a g e
Year 2
Income Statement
228 | P a g e
Cash Flow
229 | P a g e
Balance Sheet
230 | P a g e
Year 3
Income Statement
231 | P a g e
Cash Flow
232 | P a g e
Balance Sheet
233 | P a g e
Year 4
Income Statement
234 | P a g e
Cash Flow
235 | P a g e
Balance Sheet
236 | P a g e
Year 5
Income Statement
237 | P a g e
Cash Flow
238 | P a g e
Balance Sheet
239 | P a g e
Expense increase 15%
Year 1
Income Statement
240 | P a g e
Cash Flow
241 | P a g e
Balance Sheet
242 | P a g e
Year 2
Income Statement
243 | P a g e
Cash Flow
244 | P a g e
Balance Sheet
245 | P a g e
Year 3
Income Statement
246 | P a g e
Cash Flow
247 | P a g e
Balance Sheet
248 | P a g e
Year 4
Income Statement
249 | P a g e
Cash Flow
250 | P a g e
Balance Sheet
251 | P a g e
Year 5
Income Statement
252 | P a g e
Cash Flow
253 | P a g e
Balance Sheet
254 | P a g e
Conclusion
However, point of sale or interest will be increasing which it cannot affect with our
profit. But, if expense more than point of sale will lose profit or account payable because if
expense increasing will make many expanse that it will decrease profit. So, we have to
calculate financial which thing of main importance is expense. We should to control our
expense and interest. If expense of increasing create losing profit.
255 | P a g e
Chapter 7
Summary
Sports business can be possible. However, it will use time in 10 years for return on
cost which investors do not have courage for investment. Sport business is not good trend
business but, it is business that customer use service over times because people will do
exercise every days and our profit graph will increase over times. According to net income,
graph of net income is increase continues. So, it has possible for investment in sport complex.
Reference
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AGEN_1=3
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8%A3%E0%B9%89%E0%B8%AD%E0%B8%A1%E0%B8%82%E0%B8%B2%E0%B8%9
5%E0%B8%B1%E0%B9%89%E0%B8%87+MEX+%E0%B8%A3%E0%B8%B8%E0%B9
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7566
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http://www.3bb.co.th/product/adsl/wireless.php
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http://www.treetouch.com/index.php?lay=show&ac=article&Ntype=6&Id=5375595
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T_ID=1317
http://www.thaionlinemarket.com/question.asp?QID=268669
http://www.civilsport.co.th/%E0%B8%9E%E0%B8%B7%E0%B9%89%E0%B8%99%E0%
B8%AA%E0%B8%99%E0%B8%B2%E0%B8%A1%E0%B9%80%E0%B8%97%E0%B8%
99%E0%B8%99%E0%B8%B4%E0%B8%AA.html
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http://www.namthonghotel.com/Chiangrai/main.html
http://www.topatpool.com/index.php?lay=show&ac=article&Id=512564
Members of Sports Complex
Group 16
ID 4931207134 Thanya Kritkanjanapan
ID 5231205170 Aornanong Keawmanee
ID 5231207006 Kannapach Sorntung
ID 5231207042 Thavanrat Chaibomromsit
ID 5231207064 Passarat Charoenrat
ID 5231207091 Wasuchon Eudkha
ID 5231207097 Wiradee Sumangkarasombat
ID 5231207108 Sompong Keawsit