Section 2 Seat12 : LEMO Company
-
Upload
crown-clash -
Category
Documents
-
view
218 -
download
0
Transcript of Section 2 Seat12 : LEMO Company
7/29/2019 Section 2 Seat12 : LEMO Company
http://slidepdf.com/reader/full/section-2-seat12-lemo-company 1/107
~ 1 ~
7/29/2019 Section 2 Seat12 : LEMO Company
http://slidepdf.com/reader/full/section-2-seat12-lemo-company 2/107
~ 2 ~
Preface
This project was prepared for investor who interest about juice. In part of our project,
we research and evaluation information that how project become successful, get profit and
benefit for investors or who interest. In the report including of analysis about background,
industry profile, marketing part, technical part, financial part, operation in organization part,
risk management part and conclusion of the project feasibility to see follow each parts for
understand in the our business
Therefore, we expect this project will make who interest with our company that get
benefit and profit to investors.
Sincerely your
1. Mr. Chawadet Anxsonwut 5131205012
2. Mr. Sarawut Aunvong 5131205057
3. Mr. Suphasak Ketsri 5131205060
4. Mr. Samart Chinsawatpun 5231205149
5. Mr. Nopparat Wiangya 5331207013
6. Mr. Phongpasin Binsomprasong 5331207020
7. Ms. Pimsana KaewKate 5331207023
8. Ms. Nang Lai Kham 5331207062
Group Number: 12
Section: 2
7/29/2019 Section 2 Seat12 : LEMO Company
http://slidepdf.com/reader/full/section-2-seat12-lemo-company 3/107
~ 3 ~
TABLE OF CONTENTS
CHAPTER 1 INTRODUCTION
1. BACKGROUND AND SIGNIFICANCE OF THE PROJECT 10-11
1.2 HISTORY OF NAKHON PHATHOM 111.3 PROJECT OBJECTIVES 12
1.4 BENEFITS OF PROJECT 12
1.5 TARGET GROUP 12
1.5.1 LEMON JUICE
1.5.2 SPAY DRYER
1.6 VISION 12
1.7 MISSION 12
1.8 ACTIVITIES 13
1.9 TIME FRAME OF THE STUDY 13
CHAPTER 2 INDUSTRY PROFILE 14
2.1 NATURE OF INDUSTRY 15
2.2 STIUATION OF INDUSTRY 16
2.3 PRODUCT AND SERVICE 17-18
2.3.1 LEMON JUICE
2.3.1.1 INTENSE JUICE
2.3.1.2 JUICE ORGANIC
2.3.2 NAO FRESH SPAY
CHAPTER 3 MARKETING FEASIBILITY STUDY 19
3.1 MARKETING ANALYSIS 20-23
3.1.1 GENERAL ENVIRONMENT ANALYSIS
3.2 MARKETING MIX STRATEGY 24
3.2.1 PRODUCT 24
3.2.2 PRICE 24
3.2.3 PROMOTION 25
3.2.4 PLACE 25
7/29/2019 Section 2 Seat12 : LEMO Company
http://slidepdf.com/reader/full/section-2-seat12-lemo-company 4/107
~ 4 ~
3.3 STP ANALYSIS 26
3.4 COMPETITORS ANALYSIS 27-28
3.5 CUSTOMER ANALYSIS 29
3.5.1 PRODUCT QUALITY
3.5.2 PRODUCT SIZE
3.5.3 PACKAGING
3.5.4 BRAND NAME
3.5.5 HEATH CONCERNS
3.5.6 LEISURE ACTIVITIES
3.6 COMPWTITIVE ANALYSIS 30-31
3.6.1 PREMIUM ANALYSIS
3.6.2 MEDIUM MARKET
3.6.3 ECONOMIC MARKET
3.6.4 SUPER ECONOMIC MARKET
3.7 SLAE FORE FORECAST 32
3.8 MARKET EXPENSE 33-34
3.9 CONCLUSION 35
CHAPTER 4 TECHNICAL FEASIBILITY STUDY PRODUCTION AND
OPERATION ANALYSIS 36
4.1 PRE- OPERATION COST 37
4.2 INVESTMENT COST 37
4.3 DEPRECIATION 38-39
CHAPTER 5 OPERATION 40
5.1 LOCATION 41
5.2 FACILITIES LAYOUT 41-42
5.3 PRODUCTION COST 43-44
5.3.1 PRODUCTION CHARACTERISTIC
7/29/2019 Section 2 Seat12 : LEMO Company
http://slidepdf.com/reader/full/section-2-seat12-lemo-company 5/107
~ 5 ~
5.4 MACHINE IN FACTORY 45-53
5.5 PRODUCTION PROCESS 54
5.6 LOGISTIC MANAGEMENT 54
5.7 FACILITIES MANAGEMENT 54
CHAPTER 6 ADMINISTRATION COST 55
6.1 MANAGEMENT ANALYSIS 56-57
6.2 ORGANIZATION CHARTS 58
6.3 EMPLOYEE SALARY COST 58
6.4 INFRASTRUCTURE COST 59
CHATPER 7 FINANCIAL ANALYSIS 60
7.1 STATEMENT OF CASH FLOW 61-65
7.2 BLANCE SHEET 66-70
CHAPTER 8 RISK ANALYSIS 71
8.1 RISK ANALYSIS OF PROJECT 72
8.1.1 EXTERNAL RISK 72
8.1.2 INTERNAL RISK 72-73
8.2 COMPETITIVE FACTOR 73
8.3 FINANCIAL RISK 74
8.3.1 SALE DECREASE 5% 74-78
8.3.2 SALE DECREASE 10 % 79-83
8.3.3 SALE DECREASE 15% 84-88
8.3.4 COST OF GOODS SOLD INCREASE 5 % 89-93
8.3.5 COST OF GOODS SOLD INCREASE 10 % 94-98
8.3.6 COST OF GOODS SOLD INCREASE 15 % 99-103
CHAPTER 9 CONCLUSION 104
CONCLUSION 105
REFERENCES
7/29/2019 Section 2 Seat12 : LEMO Company
http://slidepdf.com/reader/full/section-2-seat12-lemo-company 6/107
~ 6 ~
TABLE OF FIGURE
FIGURE 1.1 LEMONS 10
FIGURE 2.1 LEMON JUICE 17
FIGURE 2.2 NAO FRESH SPAY 18
FIGURE 3.1 PEST ANALYSES 20
FIGURE 3.2 PROCESSS 22
FIGURE 3.3 CLEANING LEMON MACHINE 23
FIGURE 3.4 PUT LEMON JUICE INTO THE BOTTLE 23
FIGURE 3.5 POSITION MARKETING LEMON JUICE 26
FIGURE 3.6 POSITION MARKETING NAO FRESH SPAY 28
FIGURE 3.7 POPULATION IN YEAR 2555 31
FIGURE 5.1 LOCATED OF FACTORY 41
FIGURE 5.2 FRIST FLOOR 41
FIGURE 5.3 SECOND FLOOR 42
FIGURE 5.4 LEMON JUICE 43
FIGURE 5.5 NAO FRESH SPRAY 44
FIGURE 6.1 ORGANIZATION CHART 58
7/29/2019 Section 2 Seat12 : LEMO Company
http://slidepdf.com/reader/full/section-2-seat12-lemo-company 7/107
~ 7 ~
TABLE OF TABLES
TABLE 1.1 ACTIVITIES 13
TABLE 3.1 NUMBER OF POPULATION YEAR 2555 31
TABLE 3.2 SALE FORECAST 32
TABLE 3.3 MARKETING EXPENSE 33
TABLE 3.4 MARKETING EXPENSE 2 34
TABLE 4.1 PRE-OPERATION COST 37
TABLE 4.2 INVESTMENT COST 37
TABLE 4.3 DEPRECIATION 38
TABLE 4.4 DEPRECIATION 2 39
TABLE 5.1 LEMON JUICE COST 43
TABLE 5.2 NAO FRESH SPAY COST 44
TABLE 6.1 EMPLOYEE SALARY 58
TABLE 6.2 INFRASTRUCTURE COST 59
TABLE 7.1 STATEMENT OF CASH FLOW YEAR 1 61
TABLE 7.2 STATEMENT OF CASH FLOW YEAR 2 62
TABLE 7.3 STATEMENT OF CASH FLOW YEAR 3 63
TABLE 7.4 STATEMENT OF CASH FLOW YEAR 4 64
TABLE 7.5 STATEMENT OF CASH FLOW YEAR 5 65
TABLE 7.6 BALANCE SHEET YEAR 1 66
TABLE 7.7 BALANCE SHEET YEAR 2 67
TABLE 7.8 BALANCE SHEET YEAR 3 68
TABLE 7.9 BALANCE SHEET YEAR 4 69
TABLE 7.10 BALANCE SHEET YEAR 5 70
TABLE 8.1 SALE DECREASE 5% YEAR 1 74
TABLE 8.2 SALE DECREASE 5% YEAR 2 75
TABLE 8.3 SALE DECREASE 5% YEAR 3 76
7/29/2019 Section 2 Seat12 : LEMO Company
http://slidepdf.com/reader/full/section-2-seat12-lemo-company 8/107
~ 8 ~
TABLE 8.4 SALE DECREASE 5% YEAR 4 77
TABLE 8.5 SALE DECREASE 5% YEAR 5 78
TABLE 8.6 SALE DECREASE 10% YEAR 1 79
TABLE 8.7 SALE DECREASE 10% YEAR 2 80
TABLE 8.8 SALE DECREASE 10% YEAR 3 81
TABLE 8.9 SALE DECREASE 10% YEAR 4 82
TABLE 8.10 SALE DECREASE 10% YEAR 5 83
TABLE 8.11 SALE DECREASE 15% YEAR 1 84
TABLE 8.12 SALE DECREASE 15% YEAR 2 85
TABLE 8.13 SALE DECREASE 15% YEAR 3 86
TABLE 8.14 SALE DECREASE 15% YEAR 4 87
TABLE 8.15 SALE DECREASE 15% YEAR 5 88
TABLE 8.16 COST OF GOODS SOLD INCREASE 5% YEAR 1 89
TABLE 8.17 COST OF GOODS SOLD INCREASE 5% YEAR 2 90
TABLE 8.18 COST OF GOODS SOLD INCREASE 5% YEAR 3 91
TABLE 8.19 COST OF GOODS SOLD INCREASE 5% YEAR 4 92
TABLE 8.20 COST OF GOODS SOLD INCREASE 5% YEAR 5 93
TABLE 8.21 COST OF GOODS SOLD INCREASE 10% YEAR 1 94
TABLE 8.22 COST OF GOODS SOLD INCREASE 10% YEAR 2 95
TABLE 8.23 COST OF GOODS SOLD INCREASE 10% YEAR 3 96
TABLE 8.24 COST OF GOODS SOLD INCREASE 10% YEAR 4 97
TABLE 8.25 COST OF GOODS SOLD INCREASE 10% YEAR 5 98
TABLE 8.26 COST OF GOODS SOLD INCREASE 15% YEAR 1 99
TABLE 8.27 COST OF GOODS SOLD INCREASE 15% YEAR 2 100
TABLE 8.28 COST OF GOODS SOLD INCREASE 15% YEAR 3 101
TABLE 8.29 COST OF GOODS SOLD INCREASE 15% YEAR 4 102
TABLE 8.30 COST OF GOODS SOLD INCREASE 15% YEAR 5 103
7/29/2019 Section 2 Seat12 : LEMO Company
http://slidepdf.com/reader/full/section-2-seat12-lemo-company 9/107
~ 9 ~
Chapter 1
Introduction
7/29/2019 Section 2 Seat12 : LEMO Company
http://slidepdf.com/reader/full/section-2-seat12-lemo-company 10/107
~ 10 ~
1.1 Background and significance of the project
Figure 1.1 Lemons
This project is chosen to be our project because lemon is an economically important
plant species. In each year it does indeed produce lime the minimal product in summer and
maximum product in rainy season. Our company avoid the problem seasonally of product,
had seen a way to transform the productivity of lemon. The products are as follows: 1.Lemon
Juice 2. Spay dryer we have contacted formulated from Institute of Science and Technology
of Thailand to develop.
Lemon is a type of sour taste fruits that results are included in the citrus green whenripe are going yellow. It has split the meat soaked in water as much as fruit and commonly
used as a condiment. In addition, there are also nutritious and medical.
In general the lemon‟s diameter approx 4 – 4.5 cm high 5 meters at full stick. Thorny
stems are slightly hairy leaves, long, slender, slightly resembling the orange and usually be
copious results throughout the year, but during the winter will be less and less lemon juice as
a native plant in Southeast Asia in this region for people to recognize and take advantage of
lemons came slowly for a long time.
Lemon juice is used in a variety of food and sour taste also used as a beverage, mixsugar, salt and lemon juice, which is well known in Thailand and foreign countries. In
addition, lemon juice has been used as an ingredient for cleansers, perfumes and
aromatherapy or dishwashing liquid. The important property is scurvy prevention, because in
lemon juice full of vitamin C. Lemon essential oil has a refreshing scent. Because ,the
chemical composition of Citronellyl , Acetate, Limonene, Terpeneol, Citric Acid, Malic Acid
and Ascorbic Acid help peel off dead skin and stimulate new cells help reduce dark spots or
scars.
7/29/2019 Section 2 Seat12 : LEMO Company
http://slidepdf.com/reader/full/section-2-seat12-lemo-company 11/107
~ 11 ~
Lemon is one citrus fruit. Grown widely in Thailand such as Phetchaburi Province,
Surat Thani , Samut Sakhon, Nakhon Sawan, Nakhon Pathom and Kanchanaburi. Lemon as
an important economic plant that has a high demand throughout the year in the market. Now
a day economic growth is likely. The relatively high growth the lemon is used as a raw
material lemon is so important more trade, especially during the dry season months. March-April of each year will have a lemon. There is a higher than normal price about 3-4 during the
dry season due to the lemon will yield less. Therefore do well to grow citrus season.
1.2 History of Nakhon Phathom
Nakhon Pathom is a central province (Changwat) in Thailand. Its neighboring
provinces include Suphan Buri, Nontha Buri, Samut Sakhon, Kanchana Buri, Ratcha Buri,
Bangkok and Ayutthaya. The most attractive feature of the province is the „Phra Pathom
Chedi‟ which is a religious landmark of Thailand signifying Buddhism influx into the country
of Thailand. The province is also famous worldwide for its abundant varieties of famous
dishes and fruits.
As far as the history of the place is concerned, the name of Nakhon Pathom is derived from
„Nagara Pathama‟ in Pali language, which means „First city‟. Thus, it is usually referred to as
the earliest city in Thailand.(1)
Nakhon Pathom covers an area of 2,168 square kilometres or 542,081.6 acres. It is
divided into seven administrative districts or Amphoe, they are: Amphoe Muang Nakhon
Pathom, Amphoe Buddhamonthon, Amphoe Sam Phran, Amphoe Nakhon Chaisi, Amphoe
Bang Len, Amphoe Kamphaeng Saen, and Amphoe Don Toom. Most of the areas are plains
with no mountainous land, plateau are found in the west east of Amphoe Muang and Amphoe
Kamphaeng Saen. The plains along the Tha Cheen River (Nakhon Chaisi River) are the
location of Amphoe Nakhon Chaisi, Amphoe Sam Phran, and Amphoe Bang Len. These
fertile lands provide agricultural area for people, thus most of the residents earn their living
from agriculture; plantations, farming, growing food crops, and fruit orchards. Moreover,
Nakhon Pathom is well known for pomelo, some call the Nakhon Pathom the sweet pomelo
town.(2)
(1)
http://www.travelgrove.com/travel-guides/Thailand/Nakhon-Pathom-History-c1920596.html(2)http://www.thailand-delights.com/page400.html.
7/29/2019 Section 2 Seat12 : LEMO Company
http://slidepdf.com/reader/full/section-2-seat12-lemo-company 12/107
~ 12 ~
1.3 Project objectives
1.3.1 To make more benefit to investor
1.3.2 To study about analysis local marketing in Chiang Rai
1.3.3 To apply theory in strategic management and others to practice
1.3.4 To know about evaluate and analysis project feasibility in real market
1.4 Benefits of project
1.4.1 Knowing feasibility of the project Researchers study and analyze with real
situation.
1.4.2 Knowing the situation and, understanding behavior of customer, and be able to
select and identify the right customer.
1.4.3 To be able to calculate profits and expenses, and find the way to get maximize
profits
1.5 Target group
1.5.1 Lemon juice
We have target group is people who have over 7 years old. By Lemon juice is fresh
lemon juice not put contaminants to occurred danger for body of customers; it can drink at
any age.
1.5.2 Spray dryer
We have target group is hotel, and household. It can be condition inside the rooms
when have musty smell, which can be refrain those smell is well.
1.6 Vision
- To be the leading manufacturer of lemon juice industry
1.7 Mission
- Produce the lemon product in good quality at an affordable price
7/29/2019 Section 2 Seat12 : LEMO Company
http://slidepdf.com/reader/full/section-2-seat12-lemo-company 13/107
~ 13 ~
1.8 Activities
Activities/Month November December January February March
Study about nature of lemon
Research marketing in Thailand
Adapt specific formula of product
Operate production of product
Sale product
Evaluate
Table 1.1: Activities
1.9 Time frame of the study
- 1 November 2012 – 31March 2013
7/29/2019 Section 2 Seat12 : LEMO Company
http://slidepdf.com/reader/full/section-2-seat12-lemo-company 14/107
~ 14 ~
Chapter 2
Industry Profile
7/29/2019 Section 2 Seat12 : LEMO Company
http://slidepdf.com/reader/full/section-2-seat12-lemo-company 15/107
~ 15 ~
2.1 Nature of Industry
History of Lemons
The lemon, or “citrus limon,” may have originated in northwestern India. It was
introduced in Italy around 200 A.D. and was cultivated by the year 700 in Egypt and Iraq. Itcontinued to spread and by the 12th century was widely known and used, being prized for its
medicinal value in Egypt and Syria. Lemons started being grown in California and Florida in
the 1700s.
History of Lemonade
Egyptians created lemonade more than 1,500 years ago. This popular drink was called
“qatarmizat” and was consumed between the 10th and 13th centuries. Toward the end of the
12th century, the physician to the Muslim leader Saladin wrote a treatise on the lemon. In the
14th century, Egyptians drank a wine made from honey, lemons, and dates. Today, lemonade
is available in bottles and can be clear, cloudy, or fizzy. Clear is lemon and water, or lemonand carbonated water, made without adding sugar. Cloudy is the traditional drink with water,
lemon, and sugar. Fizzy is made with soda, lemon flavor, and sweetener and is considered a
sweet carbonated soft drink.(1)
Pink Lemonade
Another chapter in the history of lemonade is pink lemonade. There are two theories
as to the invention of pink lemonade. One claim to the classic drink happened at a New
Jersey circus in 1873 when a female horse rider‟s red tights were hung too close to a vat of
lemonade. A strong wind blew part of them into the lemonade and some of the red color bled
out. There was no time to make more and pink lemonade became a hit. The other story tells
of someone accidentally dropping a cinnamon candy into a vat of lemonade, perhaps at a
concession stand. Either way, pink lemonade today is a favorite of many, partly because it is
a bit sweeter than other lemonade.
Health Benefits
The history of lemonade would not be complete without mentioning its health
benefits. Lemon works as an antiseptic and can prevent disease while cleansing the body of
toxins. Lemon aids in digestion, relieving heartburn, bloating, and belching. It also helps the
colon work better, which will control diarrhea and constipation. If you suffer from gout,rheumatism, rickets, or tuberculosis, lemon would be beneficial. Lemons can also help you
stay healthy in many ways, so add a bit to the water or tea you enjoy every day.
(1) ( http://www.2020site.org/history/history-of-lemonade.html)
7/29/2019 Section 2 Seat12 : LEMO Company
http://slidepdf.com/reader/full/section-2-seat12-lemo-company 16/107
~ 16 ~
2.2 Situation of Industry
Our product is lemon juice, Focused on improving the quality and significance of
research on consumer behavior. Nowadays lemon juice business have high competitive such
as Tipco Co., Ltd., Malee Co., Ltd., Doikham Co., Ltd. Because the product is consumed on a daily
basis and consumers turn increasingly to focus on health. Especially that lives in town and
wants to be convenience, so lemon juice is the best choice of the consumer groups. We have
arranged the target customers of all ages which the company also has a policy to maintain a
strong customer base in this group. In addition, modifications and product development with
a focus on research for provide the products to meet the needs of consumers. In 1of lemon,
we can make 2 products such as lemon juice, fresh spay.
Also our company focused on raw material in process of production and Place to buy
for fruit with the high quality. Our company focused on teaching for farmers in the selection
process, planting process and maintenance in order to get high quality fruits. Including to
teach farmers about management whether it in revenue and expenses. Even teach farmer to
know the costs and profit make the farmers can be sustained. Our company had standing
point in production of health care and conscious with every step.
Lemo juice manufacturing is another industry with high potential for growth. For lime
is a significant seasoning used in a large number of Thai food and beverages. With abundant
limes during their season between Januarys to September , non-season period is Appeal to
May definitely fruitful as the non-season period when times are hard to find and have
expensive prices is as long as 7 months.
Manufacturing and investment costs around 17.5 Baht for a factory with 160 ton/year
capacity. 80% of investment s on fixed asset, mostly on factory and machinery. The rest 20%
is for operation, of which more than half is manufacturing current cost e.g., utility and
packaging. Raw material cost is relatively low as the lime is purchased during the season
when they are cheap and oversupplied. The price is around Baht 25-35 for 100 limes.
Manufacturing 1 kilogram of powdered lime costs approximately Baht 200 (excluding
marketing and packaging costs), but this amount of limes can be sold for Baht 800 per
kilogram.
The investment capital case of 17.5 Million Baht, with the production and salesvolume of 162 ton per month and unit price is 130 Baht/Kg. the net profit on sales is 10%
within 5 years of investment which can increase production and sale volume 10% in each
year, the internal rate of return is expected 3.11%
7/29/2019 Section 2 Seat12 : LEMO Company
http://slidepdf.com/reader/full/section-2-seat12-lemo-company 17/107
~ 17 ~
2.3 Product & Service
2.3.1 Lemon juice
Our Product
Lemon Juice under brand name “Lemo” is product already drink. The product to
produce from lemon juice contain 8.5percent in glass bottles size 300 ml by maxi lid easy
open to drink as without chemical others have lemon smell sour salt and refresh at any time
and still keep normal temperature to 6 months.
General Information
Fruit Juice is industry agricultural processing category have important to country
especially duration to product increase over than market demand that make price depressed
and occur product be rotten, Then conduct fresh fruit transform to be fruit juice will increasevalue with higher agricultural products and reduce damage to occur from limitations of
storage. The fruit can divide follow process to product and market demand.(1)
2.3.1.1 Intense Juice
Produce by lead fresh fruit from natural to bolt under vacuum for some volatile out
until intense juice. When lead intense juice drink will mix water for attenuate. Fruit juice it
popular main export wherewith comfortable to save logistic wage. Mostly intense juice to
lead raw material in food industry and other beverage.
2.3.1.2 Juice Organic
- can drink immediately wherewith different ingredient depend on type of fruit to lead raw
material and produce to process of manufacturing by divide to 2 minor type
- Fruit juice 100 percent such as orange juice and pine apple juice
- Fruit juice 25-50 percent such as guava juice and mango juice as can‟t produce to fruit
juice 100 percent then lead attenuate and flavor with tea.
Figure 2.1 lemon juices
(1) (Business Opportunity Center,2012 )
7/29/2019 Section 2 Seat12 : LEMO Company
http://slidepdf.com/reader/full/section-2-seat12-lemo-company 18/107
~ 18 ~
2.3.2 Nao Fresh Spray
Product for inject without chemical, safety inject Fresh Spray through the area such as
rest room, kitchen, bedroom or in car. Fresh Spray will help atmosphere around area to do
fresh air and deodorize, musty wherewith contain glass bottle size 100 ml easy to use by push
to injection can keep normal temperature 2 years.
2.2 Nao Fresh Sprays
7/29/2019 Section 2 Seat12 : LEMO Company
http://slidepdf.com/reader/full/section-2-seat12-lemo-company 19/107
~ 19 ~
Chapter 3
Marketing Feasibility Study
7/29/2019 Section 2 Seat12 : LEMO Company
http://slidepdf.com/reader/full/section-2-seat12-lemo-company 20/107
~ 20 ~
3.1 Marketing Analysis
3.1.1 General Environment Analysis
We use PEST Analysis to analyze our project.
Figure3.1: PEST Analysis
Politic Factor
The present government responses to the government in the past and focus importance
increase quality of produce both investments research development and provide help policy
about price of product which is another way for not lower income such as help buoyancy by
lemon put in. Due to the present lemon have higher price reason from dry season plant
difficult and still flooding make damage to gardener. So government has policy according toMr. Pongpun Yodmuangjalern Ministry of commerce policy explain about price of lemon by
provide lead sell low lemon price for people in 3-10 baht or 3.33 per unit. (oknation.net,2012)
Economic Factor
Nowadays lemons is raw material in process transform to product increase higher price due to
several factor such as impact from flooding to make lemon trees of gardener death, dry
season which get yield less. Then product to market is not enough demand and making price
of lemon more expensive. Moreover cost of manufactured, labor cost, chemical fertilize have
higher price than every year ago so most of people therefore use natural fertilizer instead of chemical fertilizer.
(1)According to Prof. Dr. Rawee Seadtapukde said lemons during the past of ten
years. The marketing demand doesn‟t change from the original in any way. It was found that
lime has a lot of product for the market in the period from May to November. When the
quantity of lime. Production has made so many. Farmers sold down heavily almost worthless.
(1) (http://www.kasate.com/modules.php?name=Forums&file=viewtopic&t=31)
7/29/2019 Section 2 Seat12 : LEMO Company
http://slidepdf.com/reader/full/section-2-seat12-lemo-company 21/107
~ 21 ~
In contrast, the prices of lemons began to move higher from December onwards and are
highest during March and April is commonly referred to as. "Lemon dry" which is, of course,
that would produce a lemon into the market with small amounts to very little. The price of
lemon farmers sold more expensive.
Social Factor
Since the fruit market is in the growth rate not much higher, reasons that fresh fruits
are available in many types and that has throughout the year. When they want to drink fruit
juice consumers can also make fresh juice drink by them self. However, with the economic
and living conditions change because of the urgency and concern for the health and growth of
the population these factors are the most important factors which can stimulate the growth of
fruit juice in Thailand continuously. Include with stream consumption of healthy food and
health care continued growth especially with the healthcare group. Lemon juice has become
inserted into the product market share, so nonalcoholic drinks have been popular and
response to stream of homeopathic with quality at a price acceptable to consumers. So fruit
juice is the quite popular finished beverage in this time.(1)
Thailand is one of many countries which use tradition Medicare. Especially most of
Thai herbs have many advantages which can use for cook food or make the medicine. Most
of Thai people must use Thai herb for cooking for their daily life. Lime is interest herb which
use for healthcare. Mostly, Thai tradition doctor use lime for some ingredients of herbs which
can be vanish into the acid or have a treatment of Respiratory system such as cough and sore
throat. Due to the usefulness of lime people can use lime juice for purify blood, or treat the
sore throat. Especially, when the weather is cold, some people may be having sore throat in
the morning. They should be drink warm lime juice when they get up in the morning. (2)
(1)(http://mis.rmutt.ac.th/sme/Headings/InvestmentExamples.html)
(2)(http://www.ryt9.com/s/tpd/1440596)
7/29/2019 Section 2 Seat12 : LEMO Company
http://slidepdf.com/reader/full/section-2-seat12-lemo-company 22/107
~ 22 ~
Technology Factor
The technology industry provides the basis for chip production, information and
communication systems, and computer systems. These companies serve as the developers
and manufacturers of the products which drive the increasing efficiency and production.(1)
Technology Factor that we using in our industry. Technology is used in every step of
the production process to reduce the cost of labor and save time to produce, such as cleaning
the lime, mixing ratios together, packaging and transportation of our production process to
ensure clean and safe, we will give consumers confidence in our products. Then technology is
important part of our industry.
Therefore, change and progress of technology can create competitive advantage for
helping business and technical systems in modern manufacturing. It can reduce production
costs and increase capacity production. Then, it helps to manage and communicate faster,
also make to response customers need for more efficiently.
Process
Figure 3.2: Process
(1) (www.foodnetworksolution.com)
7/29/2019 Section 2 Seat12 : LEMO Company
http://slidepdf.com/reader/full/section-2-seat12-lemo-company 23/107
~ 23 ~
Machine
Figure 3.3: Cleaning lemon
Figure 3.4: Put lemon juice into the bottle
http://www.tistr.or.th/tistr/newsboard/shownews.php?Category=newsboard&No=48
7/29/2019 Section 2 Seat12 : LEMO Company
http://slidepdf.com/reader/full/section-2-seat12-lemo-company 24/107
~ 24 ~
3.2 Marketing Mix Strategy
3.2.1 Product
1. Lemo Organic or lemon juice.
2. Nao fresh spray. It is deodorant spray used in house and cars.
Quality
- Lemo organic or lemon juice produces from lemonade 100% without
chemical.
- Nao fresh spray or deodorant spray, it without from synthetic chemical
additives. Therefore, it is safety 100%
Design- Lemo organic contain in glass bottles 300 ml. closed by maxi lid.
- Nao fresh spray contains in glass bottles 100 ml. press the spray head.
Features
- Lemo organic, it will have the flavor characteristics to give the fragrancy of
lemons and to give acid taste and salt a little bit.
- Nao fresh spray, to give the places has aromatic fresh such as in the house and
cars.
Brand name- The name of product is LEMO both Lemo organic and Nao fresh spray.
- Packaging
- Lemo organic contain in glass bottles and closed by maxi lid.
- Nao fresh spray contains in glass bottles and press the spray head.
Sizes
- Lemo organic contain in glass bottles 300 ml.
- Nao fresh spray contains in glass bottles 100 ml.
3.2.2 Price
- Price of Lemo organic the customers can be buy all ages of customers in the cheap
price 15 bath, beginning 7 years old up.
- Price of Nao fresh spray the customers can be buy all ages of customers in the
prices 90 bath, but don‟ t sell for children age below 12 years old because they
should be used inappropriate way.
7/29/2019 Section 2 Seat12 : LEMO Company
http://slidepdf.com/reader/full/section-2-seat12-lemo-company 25/107
~ 25 ~
3.2.3 Promotion
- Sale promotion
The customers can buy Lemo 10 unti for discount 10%. But L Nao Fresh Spray not
has promotion.
- Special Promotion
We will have special promotion in radio channel by Listeners answer question about
benefit of lemons duration radio break for give Lemo basket.
- Advertising
The advertising of our, we used media for advertise such as radio and internet. It‟s easy the
chance for advertising and easy to approach the consumers because the consumers need touse these channels for received other information. Therefore, it is easy channels to approach
the consumers.
- Direct marketing
Lemo created website for using directly channel to present customers about product
because an online internet popular in the present and customers easily to accessible.
3.2.4 Place
The brand of Lemo is located in Nakornpratom, Thailand. We choose this place
because it near with resource and we have contract with lemon cultivator Sampran and
Nakornchaisree, Nakornpratom, Thailand. By still have quota to shipping from Samuthsakorn
and Rajchaburi province in Thailand, which this all it will ship lemon to factory by quota
system.
7/29/2019 Section 2 Seat12 : LEMO Company
http://slidepdf.com/reader/full/section-2-seat12-lemo-company 26/107
~ 26 ~
High Quality
3.3 STP Analysis
Marketing segmentation
Marketing segmentation of Lemo organic and Nao fresh spray divided customers into two
groups.
- The first group is 7 years old up for Lemo organic because it is lemon juice can be
drink of all ages.
- The Second group is 19 years old up for Nao fresh spray because if sell for a childbelow 19 years old, they should be used inappropriate way. Thus, we need to
divided marketing segmentation is two ways for easily for access to customers.
Target analysis
- Lemo organic is target with customers 7 years old upper- Nao fresh spray target with customers 19 years old upper.
Positioning
The position of LEMO brand to created new products for enters to mind target
group of customers. By produced high quality of products but low price everyone or all of
customers can buy.
Lemo
Figure 3.5 Position Marketing Lemo
Low Price
High Price
LEMO
Low Quality
Power Green Food and
Juice Company
Malee brand
Tipco brand
Doikham brand
7/29/2019 Section 2 Seat12 : LEMO Company
http://slidepdf.com/reader/full/section-2-seat12-lemo-company 27/107
7/29/2019 Section 2 Seat12 : LEMO Company
http://slidepdf.com/reader/full/section-2-seat12-lemo-company 28/107
~ 28 ~
Nao fresh spray
Greenpack Marketing Co., Ltd.
The name of main product is MIXZ Air Freshener, the product about deodorant spray.
The price is 140 bath /320 ml. The product sells on shopping mall and open booth on anotherplace. This company is new brand and located on 77/4 Punyaintara Road, Khlong Sam Wa, Bang
Chan, Bangkok 10510.
This company is the new business same Lemo Company which don’t have people to
know and not popular. This company will be competition with Lemo Company in the marketing
as well as strategic marketing and target market. So, we company need more to promote, have
promotion, and the price is inexpensive for attract customers and popular in Thailand.
Position
Spray
Figure 3.6 : Position Nao fresh spray
Low Price
MIXZ Air Freshener
brand
High Price
Low QualityHigh Quality
Nao fresh spray
7/29/2019 Section 2 Seat12 : LEMO Company
http://slidepdf.com/reader/full/section-2-seat12-lemo-company 29/107
~ 29 ~
3.5 Customer analysis
The factors in relation to product features which influenced the respondents toward
the drinking fruit juice are as follows.
3.5.1 Product Quality
The aspects of the products quality that mostly influenced the respondents
were the length of the product preservation, the standards approval from the Food and
Medicine Organization, the variety of flavors, respectively.
3.5.2 Product Size
The aspects of the product size that mostly influenced the respondents were
the economic size for family, big size that enables many times drinking, and small
size that enables portability, respectively.
3.5.3 Packaging
The aspects of the packaging that mostly influenced the respondents were the
convenience for saving for next-time-consuming, the convenience for drinking, and
the strong package, respectively.
3.5.4 Brand name
The aspects of the brand name that mostly influenced the respondents were
reputation and acceptation, the good images, and the reliable brand name,
respectively.
3.5.5 Health Concerns
The aspects of the health concerns that mostly influenced the respondents
were the drinking for health, self-dental examination, and following the news on
health, respectively.
3.5.6 Leisure Activities
The aspects of the leisure activities that mostly influenced the respondentswere shopping by one, staying at home, and outgoing, respectively.
7/29/2019 Section 2 Seat12 : LEMO Company
http://slidepdf.com/reader/full/section-2-seat12-lemo-company 30/107
~ 30 ~
3.6 Competitive analysis
The trend of consumer healthy drink from fruit and vegetables has growth continually
in several years. Because consumers see benefits of fruit and vegetables so trends of vegetable or fruit juice are popular continuity in 2011. In the market of fruit juice have value
about 1,000 billion bath or 235 million liter of fruit juice and divide are many segment.
3.6.1 Premium market
Have market share about 3.80 billion bath or 56 million liter has growth rate about
5 % divide to UHT 5% has value about 3.0 billion bath and Pasteurized 6 % have value
0.80 billion baht
3.6.2Medium market
Have market share about 0.58 billion baths or 12 million liter of juice and growth rate
about 3%.
3.6.3 Economic market
Have market share about 3 billion bath or 117 million liter of juice and growth rate
about 6%.
3.6.4 Super economic market
Have market share about 1.80 billion bath or 63 million liter of juice and growth rate
about 4%
The market of fruit juice have growth rate at 3 years are good continuity. The average
of growth rate is 11 %( www. Trirat.com, Nielsen, 2011). As the result of several factors is
awareness health of consumers and living in present are very fast .It cause is market of fruit
juice can growth continually.(1)
(1)www.Trirat.com, Nielsen, 2011
7/29/2019 Section 2 Seat12 : LEMO Company
http://slidepdf.com/reader/full/section-2-seat12-lemo-company 31/107
~ 31 ~
Population in Thailand
Table 3.1: Each of Thailand and Number of population year 2555
Figure 3.7: this graph shows number population each of Thailand year 2555
(http://202.143.128.66/~lib/krububpa/page/thai/t3.html)
7/29/2019 Section 2 Seat12 : LEMO Company
http://slidepdf.com/reader/full/section-2-seat12-lemo-company 32/107
~ 32 ~
3.7 Sale forecast
Table 3.2: Sale forecast
7/29/2019 Section 2 Seat12 : LEMO Company
http://slidepdf.com/reader/full/section-2-seat12-lemo-company 33/107
~ 33 ~
3.8 Marketing expense
Table 3.3: Marketing expense
7/29/2019 Section 2 Seat12 : LEMO Company
http://slidepdf.com/reader/full/section-2-seat12-lemo-company 34/107
~ 34 ~
Table 3.4: Marketing expense (2)
7/29/2019 Section 2 Seat12 : LEMO Company
http://slidepdf.com/reader/full/section-2-seat12-lemo-company 35/107
~ 35 ~
3.9 Conclusion
In all population in Thailand we spared into 3 cases as following;
1. Best case
2. Normal case3. Worst case
In first year we expect the customer only central region to consume ours product. That will
show rate in table below;
From ours estimating from table below that will get range as follow;
Our company has established on January, so that make our company has low sell and after
first year our sell have increase in every years.
From the table below, in each month sell will change on every year. We calculate activity can
distribute to other part of Thailand in 5 years. In each year‟s our business estimate from
Growth Rate of our company following
7/29/2019 Section 2 Seat12 : LEMO Company
http://slidepdf.com/reader/full/section-2-seat12-lemo-company 36/107
~ 36 ~
Chapter 4
Technical Feasibility Study
Production and OperationAnalysis
7/29/2019 Section 2 Seat12 : LEMO Company
http://slidepdf.com/reader/full/section-2-seat12-lemo-company 37/107
~ 37 ~
Chapter 4
Technical Feasibility Study Production and Operation Analysis
4.1 Pre-Operation Cost
Pre- operation cost Total price
Register for Center Food Intertrade 90,000 Baht
Register for Lemo Company 120,000 Baht
Contract with the National Institute of Science and Technology of Thailand 996,080 Baht
Factory repairs 1,500,000 Baht
Drilling water wells 350,000 Baht
Total 3,056,080 Baht
Equipment 293,300 bahtTotal 293,300 baht
Table 4.1: Pre-Operation Cost
4.2 Investment Cost
Building
The land that we rent located in Nakorn Phatom, the factory space 4800 square
meters of office with eight acres of land available. All are steel structure factory which
can be easily adapted to the structure. Factories and power supply variations.
http://www.thaihometown.com/factory/9541
Investment Cost
Building (Rent) 4,800,000 Baht/year
Machine office 10,760,000.00 Baht
Machine Factory 55,500,000.00 Baht
Vehicle 7,700,000 Baht
Table 4.2: Investment Cost
7/29/2019 Section 2 Seat12 : LEMO Company
http://slidepdf.com/reader/full/section-2-seat12-lemo-company 38/107
~ 38 ~
4.3 Depreciation
Table 4.3: Depreciation
7/29/2019 Section 2 Seat12 : LEMO Company
http://slidepdf.com/reader/full/section-2-seat12-lemo-company 39/107
~ 39 ~
Table 4.4: Depreciation (2)
7/29/2019 Section 2 Seat12 : LEMO Company
http://slidepdf.com/reader/full/section-2-seat12-lemo-company 40/107
~ 40 ~
Chapter 5
Operations
7/29/2019 Section 2 Seat12 : LEMO Company
http://slidepdf.com/reader/full/section-2-seat12-lemo-company 41/107
~ 41 ~
5.1 Location
Our factory located in Kampangsan district Nakhon Pathom province on 4,800 square
meters. And have many facilities such as bed room, air conditioner, bath room and parking.
Figure 5.1: The located of factory
5.2 Facilities Layout
- First floor
Figure 5.2: Frist Floor
7/29/2019 Section 2 Seat12 : LEMO Company
http://slidepdf.com/reader/full/section-2-seat12-lemo-company 42/107
~ 42 ~
- Second floor
Figure 5.3: Second floor
7/29/2019 Section 2 Seat12 : LEMO Company
http://slidepdf.com/reader/full/section-2-seat12-lemo-company 43/107
~ 43 ~
5.3 Production Cost
5.3.1 Production Characteristic
Lemon is one of those super foods with a myriad health benefits. Lemo Company has
two main natural products. There is Lemon Juice for thirst and Nano Fresh Spay for fresh airand it‟s good for environment.
Lemon Juice
Figure 5.4: Lemon Juice
Ingredients:
Lemon Juice
- Fresh Lemon 1.50/unit
- Sugar 22/kg
- Salt 9/kg
- Liquor 1.5/liter
1 of bottle/Lemo
Table 5.1: Lemon juice cost
7/29/2019 Section 2 Seat12 : LEMO Company
http://slidepdf.com/reader/full/section-2-seat12-lemo-company 44/107
~ 44 ~
Nano Fresh Spay
Figure 5.5: Nano Fresh Spay
Ingredients:
Nano Fresh Spay
- Menthol 100 g
- Camphor 60 g
- Ethyl Alcohol 600 g
- Lemon Flavor
1 of can/ Nao Fresh Spray
Table 5.2: Nao Fresh spray cost
7/29/2019 Section 2 Seat12 : LEMO Company
http://slidepdf.com/reader/full/section-2-seat12-lemo-company 45/107
~ 45 ~
5.4 Machine in factory
Machine
Cleaning lemon Machine (20,000 unit/hr.)
- 350,000 Baht
Citrus Juicers (5,000 unit/hr.)
- 90,000*4 = 360,000 Baht
Pasteurized and sterilized (4,000 bottom/ hr.)
- 3,000,000 Baht
7/29/2019 Section 2 Seat12 : LEMO Company
http://slidepdf.com/reader/full/section-2-seat12-lemo-company 46/107
~ 46 ~
Washer bottle Machine (230 bottom/ min.)
- 750,000 baht
Bottling Machine (230 bottom/min.)
- 1,500,000 baht
Closer Bottom (110 bottom/min.)
- 1,100,000 baht
7/29/2019 Section 2 Seat12 : LEMO Company
http://slidepdf.com/reader/full/section-2-seat12-lemo-company 47/107
~ 47 ~
Conveyor (7.2 Mates)
- 2,900,000 Baht
Hitachi Inkjet barcode (date/month/year)
- 200,000 Baht
Tank (1,000 Liter)
- 40,000 Baht
7/29/2019 Section 2 Seat12 : LEMO Company
http://slidepdf.com/reader/full/section-2-seat12-lemo-company 48/107
~ 48 ~
Distillation of essential oils Machine (2,000 lite)
- 190,000 *2 = 380,000 baht
Stainless steel oven.
- 70,000 baht
Boiler with gas station (1 ton)
- 290,000 Baht
7/29/2019 Section 2 Seat12 : LEMO Company
http://slidepdf.com/reader/full/section-2-seat12-lemo-company 49/107
~ 49 ~
Cooling Machine (50 ton)
- 70,000 baht
Water system SOFTENER # RO # UV
- 750,00 bath
Mixer Machine (1,000 lite)
- 70,000*2 = 140,000 baht
7/29/2019 Section 2 Seat12 : LEMO Company
http://slidepdf.com/reader/full/section-2-seat12-lemo-company 50/107
~ 50 ~
Gravity Filler
- 750,000 baht
Vehicle
HINO (SERIES 5 FG8JGLD - 6 wheels)
1,540,000 Baht
7/29/2019 Section 2 Seat12 : LEMO Company
http://slidepdf.com/reader/full/section-2-seat12-lemo-company 51/107
~ 51 ~
4.6 Equipments
Facility Quantity cost
Tables 5 12500
Chair 5 5000
Sofa 2 48000
Air condition 2 58000
TV 1 16000
Computer 4 60000
Fax 1 5200
7/29/2019 Section 2 Seat12 : LEMO Company
http://slidepdf.com/reader/full/section-2-seat12-lemo-company 52/107
~ 52 ~
Telephone 5 3000
Printer 1 2200
Kettle 1 300
Microwave 1 1500
Cistern 3 15000
Cupboard 4 11200
Flush Toilet 5 7500
7/29/2019 Section 2 Seat12 : LEMO Company
http://slidepdf.com/reader/full/section-2-seat12-lemo-company 53/107
~ 53 ~
Wash basin 5 4000
Refrigerator 1 15900
CCtv Camera 4 52000
Raw Material
Glass Bottle 3.25 Baht per units
Maxi lids 9,000 lids per packing case
Can Spray 100ml 1.80 per units
http://www.xn--12cb8cydc8m6b.net/
http://www.lek11.com/product.detail_6175_th_48397
7/29/2019 Section 2 Seat12 : LEMO Company
http://slidepdf.com/reader/full/section-2-seat12-lemo-company 54/107
~ 54 ~
5.5 Production Process
Lemon is a citrus family plant which important in economically. Each year, the
volume of lemon have uncertainty and inconsistent throughout the year lemon cause
shortages in the dry season but have a good sell in the rain season. During period have more
lemon to make lemon low price and not worth for investment. For reduce the problem andchannel our company then set business factory about processing lemon industry for
development and research solution to produce material change to product processing in
industry system. Our Company purchase good quality of lemons from lemon farm in Nakorn
Phatom. Our Company stores it in warehouse then entering into production process. Now our
products are available for deliver to retailer and customer.
5.6 Logistic Management
When we talk about logistic management our Company produce lemon juice it is good for
healthy because we used high technology and best lemon guarantee by the National Instituteof Science and Technology of Thailand. Our Company locates in Central Region of Thailand
so it is easy to purchase the supply and easy for distribution to each part of Thailand.
5.7 Facility Management
Facility Management is the importance part of business so the company needs to
manage the facility for produce a good quality of product. The facility of our company such
as
Warehouses: company used that place to store the supply and product that available fordelivers.
Processing centers: it is most importance department to produce the product.
Distribution centers: Our Company use track for distributed the product to retailer.
Offices: Our Company design to separate in many departments such as accounting
department, marketing department, Human Resources department, and Electronic department
works with together in the offices
Internet: Our Company has interest use for contract customers order on website our company anduse in our office to work.
Toilet: Our Company provides the toilets for workers convenience.
Cleanliness: Our Company has housekeeping for factory cleanness.
Security: Our Company provides two shift of security night shift and morning shift.
7/29/2019 Section 2 Seat12 : LEMO Company
http://slidepdf.com/reader/full/section-2-seat12-lemo-company 55/107
~ 55 ~
Chapter 6
Administration Cost
7/29/2019 Section 2 Seat12 : LEMO Company
http://slidepdf.com/reader/full/section-2-seat12-lemo-company 56/107
~ 56 ~
6.1 Management Analysis
Lemo is the lemon juice and Nano Fresh Spay Company and there are many facilities
machine available for produce Lemon Juice include first Cleaning lemon for wash lemon
clearly in the process, Citrus Juices for crush lemon to get lemon water, washer bottle for
bottle contain lemon juice and closer bottle for closed lemon juice available distribute
consumers.
Characters and duties in each department
General Manger
A General Manager has broad, overall responsibility for a business or
organization. Whereas a manager may be responsible for one functional area, the
General Manager is responsible for all areas. General Managers manage through
subordinate manager. However, a General Manager may have individuals reporting
to him/her who are not managers. A General Manager has the power to hire, fire, or
promote employees.
Accounting /Financing
Financing activities involve long-term liabilities and stockholders‟ equity.
Financing activities are reported in its own section of the financial statement known
as the statement of cash flows or cash flow statement and to preparation of
financial statement for decision makers.
Marketing
Marketing most important to set strategies that the business where direct way.
Marketing will make profit for company that offers those products such as design
the packaging, promotion, price and place to penetrate the market, research
competition about promotion or price in market.
Human Resource
- Human Resource has several duties as follows
- Setting all department of organization include recruit employment, interview
and exit interview
- Training skill become quality policy of company
- Take care benefit of employee such as salary, bonus, welfare as medical fee,
loan, and financial help staff
7/29/2019 Section 2 Seat12 : LEMO Company
http://slidepdf.com/reader/full/section-2-seat12-lemo-company 57/107
~ 57 ~
Technical
- Technical has duty to management about machine in factory if machine frazzle
technical will take care
- Take network system in office and electric system such as electric city in office or
factory
Sale Person
Sale person is people to promote our product distribute to customers by offer
department store or retailers and suggest new arrivals to customers when new
product.
Security Guard
- Security Guard has duty protect our company
- Take care facilitate worker in factory and office
House keeping
- Cleaning all part in factory and office.
7/29/2019 Section 2 Seat12 : LEMO Company
http://slidepdf.com/reader/full/section-2-seat12-lemo-company 58/107
~ 58 ~
6.2 Organization Chart
Figure 6.1 Organization Chart
6.3 Employee Salary Costs
Table 6.1: Employee Salary
7/29/2019 Section 2 Seat12 : LEMO Company
http://slidepdf.com/reader/full/section-2-seat12-lemo-company 59/107
~ 59 ~
6.4 Infrastructure Costs
Table 6.2: Infrastructure Cost
7/29/2019 Section 2 Seat12 : LEMO Company
http://slidepdf.com/reader/full/section-2-seat12-lemo-company 60/107
~ 60 ~
Chapter 7
Financial Analysis
7/29/2019 Section 2 Seat12 : LEMO Company
http://slidepdf.com/reader/full/section-2-seat12-lemo-company 61/107
~ 61 ~
7.1 Statement of cash flow
Table 7.1: Statement of cash flow (Year 1)
7/29/2019 Section 2 Seat12 : LEMO Company
http://slidepdf.com/reader/full/section-2-seat12-lemo-company 62/107
~ 62 ~
Table 7.2: Statement of cash flow (Year 2)
7/29/2019 Section 2 Seat12 : LEMO Company
http://slidepdf.com/reader/full/section-2-seat12-lemo-company 63/107
~ 63 ~
Table 7.3: Statement of cash flow (Year 3)
7/29/2019 Section 2 Seat12 : LEMO Company
http://slidepdf.com/reader/full/section-2-seat12-lemo-company 64/107
~ 64 ~
Table 7.4: Statement of cash flow (Year 4)
7/29/2019 Section 2 Seat12 : LEMO Company
http://slidepdf.com/reader/full/section-2-seat12-lemo-company 65/107
~ 65 ~
Table 7.5: Statement of cash flow (Year 5)
7/29/2019 Section 2 Seat12 : LEMO Company
http://slidepdf.com/reader/full/section-2-seat12-lemo-company 66/107
~ 66 ~
7.2 Balance Sheet
Table 7.6: Balance Sheet (Year 1)
7/29/2019 Section 2 Seat12 : LEMO Company
http://slidepdf.com/reader/full/section-2-seat12-lemo-company 67/107
~ 67 ~
Table 7.7: Balance Sheet (Year 2)
7/29/2019 Section 2 Seat12 : LEMO Company
http://slidepdf.com/reader/full/section-2-seat12-lemo-company 68/107
~ 68 ~
Table 7.8: Balance Sheet (Year 3)
7/29/2019 Section 2 Seat12 : LEMO Company
http://slidepdf.com/reader/full/section-2-seat12-lemo-company 69/107
~ 69 ~
Table 7.9: Balance Sheet (Year 4)
7/29/2019 Section 2 Seat12 : LEMO Company
http://slidepdf.com/reader/full/section-2-seat12-lemo-company 70/107
~ 70 ~
Table 7.10: Balance Sheet (Year 5)
7/29/2019 Section 2 Seat12 : LEMO Company
http://slidepdf.com/reader/full/section-2-seat12-lemo-company 71/107
~ 71 ~
Chapter 8
Risk Analysis
7/29/2019 Section 2 Seat12 : LEMO Company
http://slidepdf.com/reader/full/section-2-seat12-lemo-company 72/107
~ 72 ~
Chapter 8 Risk Analysis
8.1 Risk analysis of project
Risk of LEMO Company, may be occurs in the future and have a problem to company. The
risk included internal and external, some risk can avoid and some risk don‟t avoid. So our
company need to manage about the risk when occur the risk by awareness result.
8.1.1 External Risk
General environment risk includes:
- Politic factor
Nowadays, the political it uncertain. When the politic have problem it make to
decrease of customer and have effect to business, such as decrease the tax and
transportation rate.
- Economic factor
Thai economic don‟t stable because occurred from problem of politic of country. But
new business still has more investment because the government gives important for
new business by decreases interest rate for start business.
- Social factor
Thai people simply to accept for new business or new things such as have new
products they will sample for those products that good or not good. So, our businesshave opportunity and easy to access the customers.
- Technology factor
Technology has more important to the business such as internet, telecommunication,
and IT system. It effect the business all of the time. Especially our business needs to
follow technology all the time for develop business and have more target market.
8.2.2 Internal Risk
Risks of its Lemon company must face often is the risk factors within the market
and company. This may be important for several reasons including. Operating risk is risk
that can be visible and obstruction control infrastructure because of these risk sunder the
company or management team's operations. The Company's operations may face the risk
of these characteristics is.
7/29/2019 Section 2 Seat12 : LEMO Company
http://slidepdf.com/reader/full/section-2-seat12-lemo-company 73/107
~ 73 ~
Financial risk
Financial management need to continue with prudent because in is the area that have
many equipment‟s and materials and have to use money in term of operation cost. This is the
type of risk. No budget to work as assigned. Within the time specified. This may be due to the
estimated costs of activities, pricing errors and error decision errors.
Risk in Performance of the equipment’s and materials
Because the company uses many equipment‟s and materials, so it has many chance to
damage. The possibility to damage from processes of machines is most in errors in the work of
the producer the lemonade and spray. If the equipment‟s error or fail, the product line will lack
in our company. It is a main factor in production and effect to cannot produce product for the
customer
Risk in Health and Safety
Company is realizing the importance of health all employees. If employees are healthy
then they can work hard. The company is a manufacturer of lemonade if employees are
discomfort, it occurs to spread disease into the products and harm to consumers. Therefore,
company is very strict control and disease prevention for employees, which will impact on
customers. We have a good annual checking for our health for ensure that our staffs have good
healthy and good performance.
Time risk on product Delivery
In case of delivery delay or error shipping, this is the directly effect that occurred with
our sales volumes and also our income, anyway, this is the factors that can be affected to the
loyalty, trust and expectation of the customer of our company. lemo company Company will
reduce these problems by focusing the system of freight or delivery pass the electronic
ordering or (E-Ordering)the problems in case of error shipping will decreased and the
problems of delivery delay are still being risk by the accident situation that can‟t be control
Referred
8.2. Competitive factor
For new business it hard to simply to customers accept such as brand, product, quality,
and price because new business have more competitors, which these competitors influence in
price, brand, quality, products, and marketing.
Which external factor it hard to control. So, our business need to accept with the risk
will occur in the future, but our business have to plans for prevent the business and can use
surely in current and future.
7/29/2019 Section 2 Seat12 : LEMO Company
http://slidepdf.com/reader/full/section-2-seat12-lemo-company 74/107
~ 74 ~
8.3 Financial Risk
8.3.1 Sale decrease 5%
Table 8.1: Sale decrease 5% (Year 1)
7/29/2019 Section 2 Seat12 : LEMO Company
http://slidepdf.com/reader/full/section-2-seat12-lemo-company 75/107
~ 75 ~
Table 8.2: Sale decrease 5% (Year 2)
7/29/2019 Section 2 Seat12 : LEMO Company
http://slidepdf.com/reader/full/section-2-seat12-lemo-company 76/107
~ 76 ~
Table 8.3: Sale decrease 5% (Year 3)
7/29/2019 Section 2 Seat12 : LEMO Company
http://slidepdf.com/reader/full/section-2-seat12-lemo-company 77/107
~ 77 ~
Table 8.4: Sale decrease 5% (Year 4)
7/29/2019 Section 2 Seat12 : LEMO Company
http://slidepdf.com/reader/full/section-2-seat12-lemo-company 78/107
~ 78 ~
Table 8.5: Sale decrease 5% (Year 5)
7/29/2019 Section 2 Seat12 : LEMO Company
http://slidepdf.com/reader/full/section-2-seat12-lemo-company 79/107
~ 79 ~
8.3.2 Sale decrease 10%
Table 8.6: Sale decrease 10% (Year 1)
7/29/2019 Section 2 Seat12 : LEMO Company
http://slidepdf.com/reader/full/section-2-seat12-lemo-company 80/107
~ 80 ~
Table 8.7: Sale decrease 10% (Year 2)
7/29/2019 Section 2 Seat12 : LEMO Company
http://slidepdf.com/reader/full/section-2-seat12-lemo-company 81/107
~ 81 ~
Table 8.8: Sale decrease 10% (Year 3)
7/29/2019 Section 2 Seat12 : LEMO Company
http://slidepdf.com/reader/full/section-2-seat12-lemo-company 82/107
~ 82 ~
Table 8.9: Sale decrease 10% (Year 4)
7/29/2019 Section 2 Seat12 : LEMO Company
http://slidepdf.com/reader/full/section-2-seat12-lemo-company 83/107
~ 83 ~
Table 8.10: Sale decrease 10% (Year 5)
7/29/2019 Section 2 Seat12 : LEMO Company
http://slidepdf.com/reader/full/section-2-seat12-lemo-company 84/107
~ 84 ~
8.3.3 Sale decrease 15%
Table 8.11: Sale decrease 15% (Year 1)
7/29/2019 Section 2 Seat12 : LEMO Company
http://slidepdf.com/reader/full/section-2-seat12-lemo-company 85/107
~ 85 ~
Table 8.12: Sale decrease 15% (Year 2)
7/29/2019 Section 2 Seat12 : LEMO Company
http://slidepdf.com/reader/full/section-2-seat12-lemo-company 86/107
~ 86 ~
Table 8.13: Sale decrease 15% (Year 3)
7/29/2019 Section 2 Seat12 : LEMO Company
http://slidepdf.com/reader/full/section-2-seat12-lemo-company 87/107
~ 87 ~
Table 8.14: Sale decrease 15%(Year 4)
7/29/2019 Section 2 Seat12 : LEMO Company
http://slidepdf.com/reader/full/section-2-seat12-lemo-company 88/107
~ 88 ~
Table 8.15: Sale decrease 15% (Year 5)
7/29/2019 Section 2 Seat12 : LEMO Company
http://slidepdf.com/reader/full/section-2-seat12-lemo-company 89/107
~ 89 ~
8.3.4 Cost of Goods Sold increase 5%
Table 8.16: Cost of Goods Sold increase 5% (Year 1)
7/29/2019 Section 2 Seat12 : LEMO Company
http://slidepdf.com/reader/full/section-2-seat12-lemo-company 90/107
~ 90 ~
Table 8.17: Cost of Goods Sold increase 5% (Year 2)
7/29/2019 Section 2 Seat12 : LEMO Company
http://slidepdf.com/reader/full/section-2-seat12-lemo-company 91/107
~ 91 ~
Table 8.18: Cost of Goods Sold increase 5% (Year 3)
7/29/2019 Section 2 Seat12 : LEMO Company
http://slidepdf.com/reader/full/section-2-seat12-lemo-company 92/107
~ 92 ~
Table 8.19: Cost of Goods Sold increase 5% (Year 4)
7/29/2019 Section 2 Seat12 : LEMO Company
http://slidepdf.com/reader/full/section-2-seat12-lemo-company 93/107
~ 93 ~
Table 8.20: Cost of Goods Sold increase 5% (Year 5)
7/29/2019 Section 2 Seat12 : LEMO Company
http://slidepdf.com/reader/full/section-2-seat12-lemo-company 94/107
~ 94 ~
8.3.5 Cost of Goods Sold increase 10%
Table 8.21: Cost of Goods Sold increase 10% (Year 1)
7/29/2019 Section 2 Seat12 : LEMO Company
http://slidepdf.com/reader/full/section-2-seat12-lemo-company 95/107
~ 95 ~
Table 8.22: Cost of Goods Sold increase 10% (Year 2)
7/29/2019 Section 2 Seat12 : LEMO Company
http://slidepdf.com/reader/full/section-2-seat12-lemo-company 96/107
~ 96 ~
Table 8.23: Cost of Goods Sold increase 10% (Year 3)
7/29/2019 Section 2 Seat12 : LEMO Company
http://slidepdf.com/reader/full/section-2-seat12-lemo-company 97/107
~ 97 ~
Table 8.24: Cost of Goods Sold increase 10% (Year 4)
7/29/2019 Section 2 Seat12 : LEMO Company
http://slidepdf.com/reader/full/section-2-seat12-lemo-company 98/107
~ 98 ~
Table 8.25: Cost of Goods Sold increase 10% (Year 5)
7/29/2019 Section 2 Seat12 : LEMO Company
http://slidepdf.com/reader/full/section-2-seat12-lemo-company 99/107
~ 99 ~
8.3.6 Cost of Goods Sold increase 15%
Table 8.26: Cost of Goods Sold increase 15% (Year 1)
7/29/2019 Section 2 Seat12 : LEMO Company
http://slidepdf.com/reader/full/section-2-seat12-lemo-company 100/107
~ 100 ~
Table 8.27: Cost of Goods Sold increase 15% (Year 2)
7/29/2019 Section 2 Seat12 : LEMO Company
http://slidepdf.com/reader/full/section-2-seat12-lemo-company 101/107
~ 101 ~
Table 8.28: Cost of Goods Sold increase 15% (Year 3)
7/29/2019 Section 2 Seat12 : LEMO Company
http://slidepdf.com/reader/full/section-2-seat12-lemo-company 102/107
~ 102 ~
Table 8.29: Cost of Goods Sold increase 15% (Year 4)
7/29/2019 Section 2 Seat12 : LEMO Company
http://slidepdf.com/reader/full/section-2-seat12-lemo-company 103/107
7/29/2019 Section 2 Seat12 : LEMO Company
http://slidepdf.com/reader/full/section-2-seat12-lemo-company 104/107
~ 104 ~
Chapter 9
Conclusion
7/29/2019 Section 2 Seat12 : LEMO Company
http://slidepdf.com/reader/full/section-2-seat12-lemo-company 105/107
Conclusion
Now a day, Thailand is one of many countries which use tradition Medicare.
Especially most of Thai herbs have many advantages which can use for cook food or make
the medicine. Most of Thai people must use Thai herb for cooking for their daily life. Lime is
interest herb which use for healthcare. Mostly, Thai tradition doctor use lime for some
ingredients of herbs which can be vanish into the acid or have a treatment of Respiratory
system such as cough and sore throat. Due to the usefulness of lime people can use lime juice
for purify blood, or treat the sore throat. Especially, when the weather is cold, some people
may be having sore throat in the morning. They should be drink warm lime juice when they
get up in the morning
From my study of project feasibility study and evaluation that show me many things
for the feasibility of project is low competitors in business about lemon juice because in Thai
people they like cook to more than make a juice, so our company sees the point to make the
business about lemon juice.
From my survey of the marketing for this project is very interesting because lemon
juice is a low competitors and the study of PEST analysis support our business in the market
so it is not so difficult to entry in the market for our business. We plan business by 4p
analysis include price, place, product, promotion to adapt with our business position.
Finally food & beverage business will grow up in next three to five year because
consumers choice to take care our self and make our business entry to market section easy
than others juice.
7/29/2019 Section 2 Seat12 : LEMO Company
http://slidepdf.com/reader/full/section-2-seat12-lemo-company 106/107
References
http://www.travelgrove.com/travel-guides/Thailand/Nakhon-Pathom-History-c1920596.html
http://www.thailand-delights.com/page400.html.
1) ( http://www.2020site.org/history/history-of-lemonade.html)
(Business Opportunity Center,2012 )
(http://www.kasate.com/modules.php?name=Forums&file=viewtopic&t=31)
(http://mis.rmutt.ac.th/sme/Headings/InvestmentExamples.html)
(http://www.ryt9.com/s/tpd/1440596)
(www.foodnetworksolution.com)
http://www.tistr.or.th/tistr/newsboard/shownews.php?Category=newsboard&No=48
http://www.tipco.net/investor/thai/product.asp
http://www.malee.co.th/about_us.php#about_content
http://www.doikham.co.th/aboutus_th.php
www.Trirat.com, Nielsen, 2011
(http://202.143.128.66/~lib/krububpa/page/thai/t3.html)
http://www.xn--12cb8cydc8m6b.net/
http://www.lek11.com/product.detail_6175_th_48397
7/29/2019 Section 2 Seat12 : LEMO Company
http://slidepdf.com/reader/full/section-2-seat12-lemo-company 107/107