project feasibilty study and evaluation . aj. chaiyawat thongintr. mae fah luang university (mfu)...

8/14/2019 Project feasibilty Study and Evaluation . Aj. chaiyawat Thongintr. Mae Fah Luang University (MFU) 2010

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Happy Time Bakery Co., Ltd__________________________________________________________________

Chapter 1

Introduction

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Chapter 1: Introduction

1.1 Background and Significance of the Project

We select this project because it is very interested for membership. Our

project is the business about bakery homemade. We think about that , Nowadays all

of people in Thailand not only teenage group but also senior citizen , they like

to eat bakery too . So we are to do the project about bakery business in order to

know about what types of bakery that people like because nowadays the

situation in social the people who hurry and the time are importance , a lot of

people hurry to work , so they don t have the time to eat some of food. We

think about that in hurry hours , the most of people should to eat bakery because

it easy to buy and easy to eat. So, we think this project are importance to mostof people who don t have a lot of time it is choice when they would like to

eat in hurry hours.

If think about bakery the people think about sugar , cream , or the

ingredients for made bakery that make people are fat. So, we give importance in

this thing because in Thailand the people 18-30%1

have a problem in fat

disease. But our bakery are low fat and low sugar , it appropriate with the

people who want to diet. On the other hands when we compare with business

such as Car care Express , Night club , Bar , and normal bakery shop be held to

be Happy Time Bakery company to gain advantage more other competitors

because we are new ways for the consumer which we are use Thai herb and

season fruit. Thai herb have more benefit for human , because of the human

give important to their life , then they choose the best thing for their life.

To meet the need of human , Happy Time Bakery Company want to be one

part help and support them.Nowadays, the bakery business be interesting and be board for expand the

bakery business continuously in order to support the consumer in Chiang Mai

and province nearby , together with our company can find the raw material

that have quality and include meet the demand to support increase into the

market. So, obviously seen the bakery business can always grow up.

1http://www.siamhealth.net/public_html/Disease/endocrine/obesity/index.htm

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http://www.siamhealth.net/public_html/Disease/endocrine/obesity/index.htmhttp://www.siamhealth.net/public_html/Disease/endocrine/obesity/index.htm


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Happy Time Bakery Company are located in Chiang Mai which a big

city. We choose the located in Chiang Mai because this province have a lot of

population and we are new choice for bakery business be appropriate with the

people who love bakery.

Our company have all of investment of this project is 6,000,000 baht.

Include;

Bank loans 1,200,000 baht rate 20% from 6,000,000 baht.

Investment of Owners Equity 4,800,000 baht rate 80 % from 6,000,000 baht.

Detail of shareholder; Our Company has 8 shareholders; there are;

1. Miss Wipada Yodcharood Investment 1,300,000 baht.2. Miss Janejira Jienboot Investment 500,000 baht.

3. Miss Nipaporn Tumsorn Investment 500,000 baht.

4. Miss Palida Kawichai Investment 500,000 baht.

5. Miss Sivaporn Thepkom Investment 500,000 baht.

6. Miss Sukonthip Bunyarat Investment 500,000 baht.

7. Miss Suthira Pankaew. Investment 500,000 baht.

8. Miss Ussaneeya Buajoy. Investment 500,000 baht.Total investment of Owners Equity 4,800,000 baht

Include;

Cost of investment of permanent assets 3,600,000 baht rate 60 %

Cost of investment of turnover assets 2,400,000 baht rate 40 %

Office and shop

Nimman Haemin Road, Tambon Suthep, Amphur Muang, Chiang Mai 50000.Office building 1 dwelling, 2 arched space, 144 square metre, and 3 rd floor

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1.2 Project Objective(s)

1. Can know about to set up the planning of the business and to do the

business successful.

2. Can operate the business with other people and brainstorming together.

3. Can apply this knowledge with the business in the future.

4. Can know about regular or detail for do business such as registration , tax ,etc

5. Understand the customer what they want and need how to do the customer

satisfy in our business.

6. Understand marketing analysis to be efficiency.

7. Can know about type of media that can reach target market.

1.3 Benefits of Project

1. We get the knowledge about administration business.

2. To know the customer behavior for consume bakery.

3. Can analyze the market in the future.

4. Can analyze the business feasibility.

5. To know technical about competitive into the market

1.4 Activities/Time Frame

1. Prepare Step > Our group meeting about Topic business and we decide

choose bakery business then we search and studies of

information in bakery business. After that we are analyze

the information and send the detail of our business toconfirm with teacher.

2. Operate Step > Our group plan to operate our project , survey about

customer behavior after that bring the information to

arrangement and do report.

3. Conclusion Step > Conclusion of our project, check be neat and tidy,

Presentation and send final report.

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Time Frame

Calendar of work

Period of time: 14 weeks, since 10 th November 2009-19 th February 2010

(Table 1.1)

November December January FebruaryActivities /Weeks

1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4

1.Prepare Step

2.Operate step

3.Conclusion step

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Chapter 2

Industry Profile

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Chapter 2: Industry Profile

2.1 Nature of Industry

A baker1

is a person who bakes and sells bread. Cakes and similar and foods may

also be produced, as the traditional boundaries between what is produced by a baker as

opposed to a pastry chef have blurred in recent decades. The place where a baker works

is called a bake house, bakeshop, or bakery . Bakers make lots of varieties of food; bread,

cake, donuts, brownies, fudge, and even more.

The Roman Empire

The Greek culture influenced the Romans a lot after the Egyptians. From there, baking

was transformed, and flourished. The Romans were lusty and festive; soon the art of

baking was a highly respected profession during the fourth century AD. The profession

became so profitable that in the time of Christ there were about three hundred bakers

around Rome. Food here includes bread, wine, apples, and more.

Europe

From the Roman Empire, the art of bakery spread throughout Europe and the rest of the

world. During the middle ages , it was common for each landlord to have a bakery,

which was actually more of a public oven. Housewives would bring dough that they had

prepared to the baker, who would use the oven to bake it into bread. As time went on,

bakers began to bake their own goods, creating numerous tricks. For example, somebakers had trap doors that would allow a small boy to pinch off a bit of the dough to

later sell off as his own. This practice eventually led in England to a regulation known

as the Assize of Bread and Ale , which provided harsh punishments for bakers who were

caught cheating. In response, bakers commonly threw in an extra loaf of bread; this

tradition lives on in the modern " baker's dozen "

1 http://en.wikipedia.org/wiki/Baker

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http://en.wikipedia.org/wiki/Bakehttp://en.wikipedia.org/wiki/Breadhttp://en.wikipedia.org/wiki/Cakehttp://en.wikipedia.org/wiki/Pastry_chefhttp://en.wikipedia.org/wiki/Bakeryhttp://en.wikipedia.org/wiki/Greek_culturehttp://en.wikipedia.org/wiki/ADhttp://en.wikipedia.org/wiki/Middle_ageshttp://en.wikipedia.org/wiki/Assize_of_Bread_and_Alehttp://en.wikipedia.org/wiki/Baker%27s_dozenhttp://en.wikipedia.org/wiki/Bakerhttp://en.wikipedia.org/wiki/Bakerhttp://en.wikipedia.org/wiki/Baker%27s_dozenhttp://en.wikipedia.org/wiki/Assize_of_Bread_and_Alehttp://en.wikipedia.org/wiki/Middle_ageshttp://en.wikipedia.org/wiki/ADhttp://en.wikipedia.org/wiki/Greek_culturehttp://en.wikipedia.org/wiki/Bakeryhttp://en.wikipedia.org/wiki/Pastry_chefhttp://en.wikipedia.org/wiki/Cakehttp://en.wikipedia.org/wiki/Breadhttp://en.wikipedia.org/wiki/Bake


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Modern bakers1

A baker's shop in Oslo , Norway . A modern Pita bakery in Istanbul

Today bakers work in varying environments both as employees and sometimes owning

their own stores. Bakers can be found working in:

Large factories. These produce bread and related products which are then

transported to numerous selling points throughout a region. These normally

include supermarkets , convenience stores , and the like. Bakers in these

environments are largely there for quality control as machines take care of much

of the labor intensive aspect of the job. Small Independent bakeries. These are largely family-run businesses. They may

specialize in particular types of products, such as sourdough . Independent

bakeries are much more likely to create products made from scratch on premises.

Chain stores. Recent years have seen the rise of chain stores (supermarkets)

selling the same range of products. Bakers in these stores often bake according

to a pre-determined recipe book. This can lead to frustration as some bakers donot agree with techniques used by the franchising model. However, the recipes

used tend to be well-founded, and popular with the paying public. Alternately,

many chain store bakeries no longer make any products from scratch, having

switched to a more productive partially baked or pre-made format. This is

a format that is popular yet not universal amongst American chains. This method

also leads to frustration, albeit on behalf of the customers, who have

1 http://en.wikipedia.org/wiki/Baker

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http://en.wikipedia.org/wiki/Oslohttp://en.wikipedia.org/wiki/Norwayhttp://en.wikipedia.org/wiki/Pitahttp://en.wikipedia.org/wiki/Istanbulhttp://en.wikipedia.org/wiki/Supermarkethttp://en.wikipedia.org/wiki/Convenience_storehttp://en.wikipedia.org/wiki/Sourdoughhttp://en.wikipedia.org/wiki/Franchisinghttp://en.wikipedia.org/wiki/Franchisinghttp://en.wikipedia.org/wiki/Sourdoughhttp://en.wikipedia.org/wiki/Convenience_storehttp://en.wikipedia.org/wiki/Supermarkethttp://en.wikipedia.org/wiki/Istanbulhttp://en.wikipedia.org/wiki/Pitahttp://en.wikipedia.org/wiki/Norwayhttp://en.wikipedia.org/wiki/Oslohttp://en.wikipedia.org/wiki/File:IstanbulModernBakery.jpghttp://en.wikipedia.org/wiki/File:Oslo_baker.jpg


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Negative connotations of pre-frozen or pre-made goods. It can be true that

something is fresh baked on premises, but not fresh made. This should not be

too surprising a fact, as supermarket bakery "departments" must produce large

quantities of products which are generally inexpensive and therefore generally

not very profitable to begin with. Even in this streamlined method of baking, the

cost of labor can reach in the area of 20-30% of the bakery's profit and can keep

a decently sized staff occupied the entire day. While it might sound hard to

imagine, multitudes of these supermarket bakeries function daily without their

bakers so much as touching flour, eggs, yeast or even a mixer. Products such as

cakes, frosting, dough and sweet goods hold up extremely well in a frozen

environment and can last for months in a freezer to be thawed and prepared forfresh consumption.

2.2 Situation of Industry

Thailand's daily baked products industry is one of the smallest and least

developed in South East Asia. While this is the case, it has seen very positive

developments since Thailand emerged from the Asian economic crisis of 1997/1998.

These developments have underpinned rapid growth in demand for imported bakery

ingredients from quite a low base.

Today, the industry is very different from the small bakery orientation of the

past and, in the key urban areas, is dominated by larger businesses. These businesses

include:

Industrial bakeries, e.g. President Bakery and Gardenia, with nationwide

distribution channels. President Bakery has been aggressively expanding its

range of products since 2001.

Retail bakery chains, e.g. S&P Bakery and Yamazaki, which serve a wide range

of daily baked products. The portfolio also includes a basic range of sandwiches. Caf chains, e.g. Starbucks and Deliverance.

Other retail concepts, e.g. donut outlets and pizza outlets.

Supermarket and hypermarket in-store bakeries, e.g. as in Carrefour and Tesco

Lotus.

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Several thousand small bakeries do still exist and there is a positive trend towards these

upgrading and, in some cases, evolving into higher grade single site caf bakery outlets.

The industry purchases its ingredients from bakery ingredient suppliers, some of whichcarry imported products. Imported bakery ingredients compete with locally milled flour,

edible oil products, some types of cheeses and recombined butter.

The markets for bakery ingredients

The value of the ingredients covered by this report was C$ 349.8 million in 2007, upfrom C$ 218.7 million in 2003.

The Table below provides an overview of import trade in the products covered by this

briefing based on official import data, as released by the Royal Thai Government. It

should be noted that some of these products have applications outside the bakery sector,

e.g. skim milk powder, which is used by milk processors to produce a range of dairy

products in Thailand, yeast for breweries, chocolate ingredients, fruit purees, maple

syrup, etc.

(Table 2.1)

Product 2003 Imports 2007 Imports Import Market

Shares of Leading

Supply Countries

Wheat flour 6,605 tonnes

valued at C$ 1.7

million

113,840 tonnes

valued at C$ 37.6

million

In 2007, based on

tones landed:

- China: 90%.

- Australia: 9%.

Butter

1,782 tonnes

valued at C$ 4.1

million

113,840 tonnes

valued at C$ 37.6

million

In 2007, based on

tonnes landed:

-China: 52%.

-Singapore: 14%.

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-Japan: 9%.

-Canada:

Negligible.

Product

1,748 tonnes

valued at C$ 5.5

million

2,010 tonnes

valued at C$ 5.3

million

In 2007, based on

tonnes landed:

-New Zealand:

69%.

-France: 24%.

-Denmark: 6%.

Cheese, natural,

e.g. pizza cheese

and other bakery

cheeses.

109,659 tonnes

valued at C$ 254.8

million.

4,015 tonnes

valued at C$ 8.4

million.

Import Market

Shares of Leading

Supply Countries

Skim milk powder

729 tonnes valued

at C$ 0.7 million

93,943 tonnes

valued at C$ 319

million.

In 2007, based on

tonnes landed:

-Australia: 42%.

-New Zealand:

34%.-Denmark: 8%.

-USA: 5%.

-Netherlands: 4%.

Margarine

729 tonnes valued

at C$ 0.7 million

1,526 tonnes

valued at C$ 0.9

million.

In 2007, based on

tonnes landed:

-New Zealand:

40%.-Australia: 17%.

-USA: 15%.

Canola oil, refined

970 tonnes valued

at C$ 1.4 million.

3,637 tonnes

valued at C$ 5.3

million.

In 2007, based on

tonnes landed:

-Singapore: 61%.

-Spain: 18%.

-Japan: 9%.

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Shortening

3,676 tonnes

valued at C$ 3.8

million.

6,258 tonnes

valued at C$ 9.1

million

In 2007, based on

tonnes landed:

-Singapore: 64%.

-Japan: 23%.

-Canada: 9%.

Yeast, active

4,748 tonnes

valued at C$ 12.3

million

1,067 tonnes

valued at C$ 1

million

In 2007, based on

tonnes landed:

-Malaysia: 45%.

-Singapore: 39%.

-Spain: 6%.

Baking powders

67 tonnes valued at

C$ 0.3 million

1,067 tonnes

valued at C$ 1

million

In 2007, based on

tonnes landed:

-Vietnam: 39%.

-France: 27%.

-China: 11%.

Chocolate powder,

sweetened

5,386 tonnes

valued at C$ 18.6

million

2,140 tonnes

valued at C$ 3.2

million

In 2007, based on

tonnes landed:

-Philippines: 38%.-Germany: 31%.

-USA: 8%.

Chocolate

industrial

ingredients, not

powder

1,264 tonnes

valued at C$ 2.4

million.

921 tonnes valued

at C$ 3.2 million.

In 2007, based on

tonnes landed:

-Indonesia: 49%.

-Malaysia: 21%.

-Colombia: 15%.

Processed eggs,

dried or frozen

1,027 tonnes

valued at C$ 3.5

million.

151 tonnes valued

at C$ 139,000

In 2007, based on

tonnes landed:

-Singapore: 58%.

-Indonesia: 17%.

-Belgium: 8%.

Frozen strawberries21 tonnes valued at

C$ 60,000.

131 tonnes valued

at C$ 616,000

In 2007, based on

tonnes landed:

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-India: 33%.

-Canada: 21%.

-China: 13%.

Frozen raspberries,

blueberries, etc.

154 tonnes valued

at C$ 351,000

1,521 tonnes

valued at C$ 2

million.

In 2007, based on

tonnes landed:

-China: 99%.

Bakery premixes

and prepared

doughs

661 tonnes valued

at C$ 1.1 million.

39 tonnes valued at

C$ 21,000

In 2007, based on

tonnes landed:

-China: 66%.

-Belgium: 18%.

-Poland: 9%.

Maple syrup,

including flavoured

products

77 tonnes valued at

C$ 90,000

Nil In 2007, based on

tonnes landed:

-USA: 28%.

-Malaysia: 13%.

-Singapore: 12%.

-Germany: 10%.

Dried apples

3 tonnes valued atC$ 12,000.

72 tonnes valued atC$ 81,000

In 2007, based ontonnes landed:

-Canada: 58%.

-Finland: 37%.

Other dried fruits,

not raisins or dates

1,618 tonnes

valued at C$ 1.8

million.

6,421 tonnes

valued at C$ 2.1

million.

In 2007, based on

tonnes landed:

-China: 93%.

-USA: 6%.

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Policy affecting bakery ingredients

Thailand has an official policy of discouraging the import and consumption of

wheat and wheat based foods. This policy operates within its much broader protectionistpolicy of discouraging the import of argufied, food and drink products that are produced

in Thailand, or might be produced in the country at some stage in future. The policy on

wheat exists as part of efforts to protect Thai rice farmers. Similar policies also exist

towards the import of edible oil products and fruit based products.

This policy has resulted in one of Asia's most protectionist range of tariff and non-tariff

barriers, which are highly effective at barring imported agri -food, food and drinks from

the Thai market.

Over 85% of all wheat imported to Thailand is reported to be of bread making quality.

In 2007, Thailand consumed about 750,000 tonnes of such wheat (see trends in Chart

below). Wheat is also imported to Thailand for noodle production, although trade

sources comment that most of the noodles consumed in Thailand are produced from

rice.

Figure 2.1 Imports of Bread Making Quality Wheat 2003 to 2007 1

1 http://www.ats.agr.gc.ca/ase/4775-eng.htm

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2.3 Product/Service (in General)

Now Bakery business is booming but the most business dont have feature of

them such as; new taste, interesting, packaging etc. And clear target market. In thispoint it very important but the most of businesses ignore, so our business give important

in this point and make our business success.

Now a day the most of people dont have time for attend health, Happy Time

Bakery Company want to be one part help and support them. Our business have

feature different form competitor is part of marketing strategies, our business have to

promote on internet, brochure, TV etc. And our business leads to new technology apply

in process for helps to produce good quality and standard. Happy Time BakeryCompany not like general bakery because our company produce the bakery for healthy

by low fat and low sugar , it appropriate with the people who want to diet, and

we have Thai herb bakery ,we chose benefit material form Thai herb produce bakery,

Happy time bakery company also improve , change and develop Thai herb bakery all

the time .Thai herb have more benefit for human because of the most people give

important to their life more and dont have enough time for care health. Happy Time

Bakery Company study about Thai herb and apply to make bakery ,this thing (Thai herb )

of our business it is bakery that different form competitor that mean Thai herb bakery

dont spread in to bakery business for people who like Thai herb and like new test . The

reason that Happy Time Bakery Company lead to Thai herb produce bakery is not hard

to found and not too much expensive. Part of season fruit bakery, Happy Time Bakery

different form other competitor is the fresh fruits form farmer everyday and use quality

material. For bakery, Happy Time Company fix part of color, test and smell from nature

material only, this point Happy time company very fix.

Happy Time Bakery Company study and knowledge about produce the entire

time make we know how the consumer want and reach the consumers more. Produce of

Happy time company acceptable part of quality of produce and standard. The important

that can attract the consumers is consistent standard of produce from Happy Time

Company.

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There are the product recommend in Happy Time Bakery Company.

2.3.1 Grape Cake

Grape Cake are Made from grape this menu appropriate with the people who want to

diet. The price of grape cake is 250 baht per pound weight, and stored longer 7 days.

2.3.2 Chocolate Mango Cake

Chocolate Mango Cake is made from mango and chocolate this menu appropriate with

the people who love healthy. The price of chocolate mango cake is 250 baht per pound

weight and stored longer 7 days.

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2.3.3 Raisin bread

Raisin bread is a bread that contains raisins. It is often classified as sweet bread and is

sometimes combined with cinnamon sugar . The price of raisin bread is 30 baht perpiece and stored longer 7 days.

2.3.4 Buco( young coconut pie)

Buko Pie is one of the most must-try product and specialty of Laguna Province. It is a

traditional Filipino pastry style, young-coconut-filled pie. The price is 35 baht per piece

and stored longer 5 days.

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http://en.wikipedia.org/wiki/Breadhttp://en.wikipedia.org/wiki/Raisinhttp://en.wikipedia.org/wiki/Cinnamon_sugarhttp://en.wikipedia.org/wiki/Cinnamon_sugarhttp://en.wikipedia.org/wiki/Raisinhttp://en.wikipedia.org/wiki/Breadhttp://images.google.co.th/imgres?imgurl=http://www.bloggang.com/data/b/bake-aholic/picture/1245309877.jpg&imgrefurl=http://www.bloggang.com/viewdiary.php%3Fid%3Dbake-aholic%26month%3D06-2009%26group%3D6%26date%3D18%26gblog%3D9&usg=__poegyy98bqoYSE2IIaDy0TawGQo=&h=618&w=413&sz=30&hl=th&start=3&um=1&itbs=1&tbnid=aA66b1HpC16J1M:&tbnh=136&tbnw=91&prev=/images%3Fq%3Dyoung%2Bcoconut%2Bpie%26hl%3Dth%26sa%3DN%26um%3D1http://www.google.co.th/imgres?imgurl=http://www.about-recipes.com/imgrec/303393-TinCanRaisinBread.jpg&imgrefurl=http://www.about-recipes.com/recipes/303393-tin-can-raisin-bread.html&h=313&w=292&sz=32&tbnid=hhDP5GN7ZVhO1M:&tbnh=117&tbnw=109&prev=/images%3Fq%3DRaisin%2Bbread&hl=th&usg=__RlKlo8k33qsu-q2GYDbAb_kPYR0=&ei=uQJ1S62YM9HGrAfWg928Cg&sa=X&oi=image_result&resnum=9&ct=image&ved=0CCUQ9QEwCA


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2.3.5 Almond Brownie

Almonds brownie have a creamy, bitter sweet taste that contrasts well with the

sweetness of the brownie mixture. The price is 35 baht per piece and stored longer 7

days.

2.3.6 Cereal Cookie.

Cereals cookie are actually a great ingredient to use in cookies and dessert bars. An

interesting taste and texture and in some cases a bit more fiber to your diet. The price is

100 baht per pack 250 gram and stored longer 30 days.

2.3.7 Coffee

Happy Time Bakery has variety of coffee such as Espresso, Cappucino, Latta, Mocha,

and Americano. The price of coffee starts 30 baht per cup.

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2.3.8 Strawberry Cake

A strawberry cake is perfect for any occasion, from a family dinner or snack to a shower

or picnic. The price is 280 per pound weight and stored longer 7 days.2.4 Vision of Organization

Happy Time Bakery will be well known in Chiang Mai and the northern part of

Thailand. We will be one of best brand bakery, the most of consumer that reliable in our

company. We will build standard network. Not only have our company gets benefited

from the social but also our company responsibility to social this important that we have

to do beyond our-self.

2.5 Mission

Happy Time Bakery Companys mission is to be the leading seller and produce

of branded certified bakery. We are dedicated to the highest standards of quality, taste,

packaging and new product. We are committed to the families we serve and look to

bring warmth, sincerity, joy and a higher quality of life to our people and our customers.

Part of investment, Happy Time Bakery Company to increate the value of our

shareholder investment. Happy Time Bakery Company does this through sale growth,

cost control, investment resources.

For responsibility of Happy Time Bakery Company;

- is an environmentally conscious company producing and selling environmentally

friendly, ethical and healthy products including organic produce in support of

sustainable agricultural practices and industry. It also maintains environmentally sound

business practices and a "green" store in support of environmental initiatives and

sources minimally packaged and recycled products.

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http://www.google.co.th/imgres?imgurl=http://scrapetv.com/News/News%2520Pages/Health/Images/Coconut-Strawberry-Cake.jpg&imgrefurl=http://scrapetv.com/News/News%2520Pages/Health/Pages/Cake-eyed-as-major-contributer-to-obesity-Scrape-TV-The-World-on-your-side.html&h=336&w=426&sz=15&tbnid=WFZXAewmqJpK6M:&tbnh=99&tbnw=126&prev=/images%3Fq%3Dstrawberry%2Bcake&hl=th&usg=__XNELHf_lx_hKxK496sp-qcBPkPA=&ei=HGR5S-7VKMa2rAeusqX1Dw&sa=X&oi=image_result&resnum=3&ct=image&ved=0CBAQ9QEwAg


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- is a socially responsible corporate citizen demonstrating respect for its customers,

employees, and the community it serves by providing an open and holistic atmosphere

in its bakery along with purchasing locally produced and fairly traded goods, donating

goods or labor to community organizations and actively participating in community

initiatives;

- is a community activist promoting and supporting activism by educating and

encouraging customers and citizens to participate in social and environmental awareness

raising campaigns and opening its building to non-profit and alternative community

organizations.

Happy Time Bakery Company, we guarantee all the part not only product but

also service. Happy Time Bakery Company expects the consumer maximum happy andgets more benefit as we can.

2.6 Strategy

2.6.1 Corporate Level

Happy Time Bakery Company operate business by use prosper strategy in

order that our business have organization structure not complicate we divide theresponsible follow department. Moreover we snatch market share from the

competitors more and more. We specific the market and find the strategy to

penetrate the market more and more , and increase circulation from old customers

such as teenager or the people want to diet by improve a taste and new product

for customers want. Beside we make friends with other business for opportunity

of commercial.

2.6.2 Business Level

Happy Time Bakery Company choose focus strategy because our product

provide appropriate to people who love their health

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2.6.3 Function Level

From state of high competition for bakery business , cause of Happy Time

bakery company must specify strategy in function level be appropriate and

conform to corporate level and business level for efficiency with company , the

detail of strategy as follows;

1. Marketing Strategy

- Product Strategy

Emphasize of quality and standard of product which Happy Time bakery

received The food and medicine organization (or . .) symbol to operate include

package have good of seal and mark have bar code to attach the product.

Moreover we improve package have identity for attract the customer.

- Price Strategy

Happy Time Bakery Company rather high price strategy for sell the product

high price than other brands.

- Place Strategy

Happy Time Bakery Company chooses the location at Nimman Haemin Road,

Chiang Mai because it is the commercial area of Chiang Mai. Therefore we candistribution product to customer be able to throughout.

- Promotion Strategy

Create brand of Happy Time bakery are well known in consumers more

and more. By set up a booth in festival.

2. Operation Strategy

- Expand establishment for support the customer more and more and

increase power to produce for support expand the market.- Our bakery use human labor or homemade for fresh and new of product.

- Set up the schedule for send the product to customer, by send product

for the customers same way or same day and same time.

3. Financial Strategy

- Make financial budget systematically, clearly and right every month.

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Chapter 3

Market Feasibility study

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Chapter 3: Market Feasibility Study

3.1 Market Analysis

Happy Time Bakery Company is the bakery business have detail every step, we

attend for choosing the material that have quality. Our bakery shop improves a taste of

bakery for the customer like and be clean. The distribute of our product both retail and

wholesale Happy Time Bakery shop have our shop at Nimman Haemin in Chiang Mai

and we still new entrepreneur so our company sent the product to buy at seven eleven ,

Tesco lotus and minimart. Moreover we have delivery service for the customer and our

bakery shop has the product for the restaurant bring our product to use forward. Happy

Time shop have a lot of bakery for the customer choosing, they can buy and eat at our

shop and take home. In addition Happy Time Bakery shop has the beverage such ascoffee, milk, cocoa and fruit juice.

Happy Time Bakery shop is the central to meeting for family and friends use the

times together. The product line of Happy Time product includes;

1. Cake Fresh fruit cake, Birthday cake and order follow the customer.

2. Bread Raisin bread, Loaf, sandwich, slide of bread.

3. Pie Buco( Young coconut pie ) , Chicken pie , Pine apple pie, Tuna pie.

4. Brownie chocolate almond brownie.5. Cookie Cereal cookie.

6. Beverage Coffee, Milk, Cocoa and Fruit juice.

(Table 3.1) The price of Happy Time Product

Type of Product Name of product Price

Cake Fresh fruit cake

Birthday cake

250 Baht per pound

250 Baht per poundBread Raisin bread

Loaf

sandwich

30 Baht per piece

30 Baht per piece

35 Baht per piece

Pie Buco( Young coconut pie )

Chicken pie

Pine apple pie

Tuna pie.

35 Baht per piece

35 Baht per piece

35 Baht per piece

35 Baht per piece

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Brownie chocolate almond brownie 35 Baht per piece

Cookie Cereal cookie 100 Baht per pack.

Beverage Coffee

Milk

Cocoa

Fruit juice

Start 30 Baht per cup.

Start 30 Baht per glass.

Start 30 Baht per glass

Start 25 Baht per glass

SWOT Analysis of Happy Time Bakery Company

Strengths S

Happy Time Bakery Company have the product of take care the customer health

such as Fresh fruit Cake and Cereal Cookie and the location of Happy Time Bakery

shop is located in Nimman Haemin Road is commercials area in Chiang Mai. Moreover,

our bakery shop have Internet caf zone for the customer want to private.

Weakness W

The capital of raw material are high price because Happy Time Bakery use high

quality of raw material and some of raw material such as season fruit that must to wait

in season .

Opportunity O

Nowadays the consumers consume the product of quality and have lifestyle.

Moreover the customer admire bakery more and more and give bakery for gift in every

festival such as New Year, Valentine, Mothers Day and Birthday.

Threat T

Nowadays the price of sugar is high price and high continually. In addition

have risk for the consumer unaccepted new company.

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3.1.1 General Environment Analysis

Political

Nowadays , the political in Thailand have a problem because people have

disagree of opinion in political , they discriminate that make the business in Thailand

get effect in investment because the investor not dare risk but Happy Time Bakery

company not scare because this situation is good opportunity for the customer choosing

new bakery product.

Economic

The Economic have an effect Happy Time Company directly because we are

new business and nowadays the people consume bakery more than other food especially

in teenage group, the consumer behavior of teenage consume bakery

is 43 %1

. Moreover Happy Time Company located in Chiang Mai, this province is

economy town of The Northern part of Thailand. Each year have a lot of tourists come

to travel so good opportunity of Happy Time Bakery Company because the tourists can

word of mouth when they choosing consume the bakery in Happy Time Company. The

situation of economic Chiang mai in 2010 is suitable for investing because the

economic depend on the tourists come to Chiang Mai.

Social

Nowadays people in Thailand turn to attend of their health, Happy Time

Company must neglect of this thing so we produce the product to benefit for the

customer such as Fresh fruit Cake and Cereal Cookie. And most of people in nowadaysnot much have the times so Happy Time Bakery Company is choice for the customer

choosing when they rapid.

1http:// www.positioningmag.com/Magazine/Details.aspx?id=36338

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Environment

The environment factor is effect of Happy Time Company because the raw

materials when we use to produce our bakery have quality and high price such as

powder, sugar, egg etc. Moreover our company use fresh fruit for produce in order to

the customer get good thing of their life.

Technology

Happy Time Bakery Company is bakery homemade so the process of produce

we use machine and hands. Moreover inside Happy Time Bakery shop have internet

caf zone for the customer want to relax.

3.2 Competition Analysis (3C Analysis)

3.2.1 Competitors Analysis

Nowadays have a lot of competitors of bakery in Chiang Mai. Not only the

produce but also sale and the service for the customer. The competitors of Happy TimeBakery Company include;

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1. Boat Bakery

Boat Bakery is located in front of Chiang Mai University. This bakery shop is selling

both general of bakery such as cake and bread which difference with Happy Time

Bakery because we take care the customer so most of products are made from fruit or

herb. Moreover boat bakery sells food too which is not bakery shop fully. Bakery of

boat bakery shop is retail, wholesale and homemade same Happy Time Bakery

Company. The price of bakery in boat bakery shop is 20-180 baht.

2. Fay Bakery

Fay Bakery is located in Invaroros Road. This bakery shop is sell food and bakery such

as Croissant, pie and beverage. Moreover Fay bakery is not having delivery and

wholesale for the customer but retail and produce of the product. The price of Fay

Bakery shop is 15 250 Baht.

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3. Eat Me Bakery

Eat Me Bakery is located in Nimman Haemin Road. This bakery shop sells cake, hot

cake, bread, pie and beverage. Eat me is homemade but not to delivery and wholesale

for the customer. The price of this bakery shop is 40 500 Baht.

4. Pueng Noi Bakery

Pueng Noi Bakery is not to product the product but wholesale product around the

northern part of Thailand. This bakery shop is perform only service of the product and

administer and cannot control the quality of product. The price of Pueng Noi bakery is

6- 350 Baht.

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5. Cake Cottage

Cake Cottage is located in Sirimangkralajarn 13 road, sell cake, pie and bread.

The atmosphere is very good classic style. The price of this bakery shop is 15-200 Baht.

6. Love at first bite Bakery

Love at first bite Bakery is located in Chiang Mai- Lamphun road. This bakery shop

most emphasis of all cake and pie. The atmosphere is beautiful place. The price of

product is 25 200 Baht.

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(Table 3.2) The table to compare with competitors

Bakery Shop Produce Retail Wholesale Quality Sale Beverage Clean

Boat Bakery

Fay Bakery

Eat Me

Pueng Noi

Cake Cottage

Love at first

bite

Happy Time

Form table 3.2 show when we compare with competitors obviously seen Happy

Time Bakery Company have advantage over other competitors because we are complete

of bakery shop. Not only the product but also we take care and service the customer

same customers live in their home.

3.2.2 Competitive Analysis

Happy Time Bakery Company is new entrepreneur in bakery business but

nowadays the people in Thailand consume bakery 43 %1

, consume Fast Food 48 %2

and consume other 9 %

1http://www.thaipr.net/nc/readnews.aspx?newsid=C739CA5A9B4A236FA29A231894F3E318&query=4

Lrgoc3D1ejizsHgwbQ=2

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Figure 3.1

The Customer Behavior of Thailand.

48%43%

9%Fast FoodBakeryOther

From graph show about the customer admire consume bakery be enough with

fast food and have tendency the market of bakery is expand so Happy Time Bakery

Company is new choice for the customer.

3.2.3 Customer Analysis

The Customer of Happy Time Bakery Company are student and working age

which average age about 15-45 years old because they have purchasing power to buy

the product of Happy Time Company and most people in this age they take care their

health and choose to consume bakery and give bakery for gift for the special festival.

Our bakery shop is located in Nimman Haemin road, this site is commerce area in

Chiang Mai so the customer easy to find our bakery shop and atmosphere of Happy

Time Bakery shop is Modern style and have Internet caf zone for the customer who the

customer is group is like it.

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3.3 STP Analysis

3.3.1 Segmentation

The variable for use in market segmentation includes;

1. Geography

Happy Time Bakery is located in Chiang Mai; the area of Chiang Mai is

20,107.71

square kilometers. The density in urban is 1,670,3172

people and the target

of Happy Time Bakery is Student of Chiang Mai is 174,2273

people.

2. Demography

The target of Happy Time are average ages is 15-45 year old , that is male and

female and have average income is 3,000-30,000 Baht per month.

3. Psychology

Life style of target, theyd like to private or enjoy with friend or family and

Middle of social class.

4. Behavior

The customer behavior is habitude with old company. So Happy Time Bakery

Company must to taste free of our product. And the customer to word of mouth to other

person.

1http://kanchanapisek.or.th/kp8/cem/cem107.htm

2http://th.wikipedia.org/wiki/%E0%B8%A3%E0%B8%B2%E0%B8%A2%E0%B8%8A%E0%B8%B7%E0%B9%88%E0%B8%AD%E0%B8%88%E0%B8%B1%E0%B8%87%E0%B8%AB%E0%B8%

3http://www.industry.go.th/DocLib13/%E0%B9%80%E0%B8%AB%E0%B8%99%E0%B8%B7%E0%B

8%AD/%E0%B9%80%E0%B8%8A%E0%B8%B5%E0%B8%A2%E0%B8%87%E0%B9%83%E0%B8%AB%E0%B8%A1%E0%B9%88.doc

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http://kanchanapisek.or.th/kp8/cem/cem107.htmhttp://th.wikipedia.org/wiki/%E0%B8%A3%E0%B8%B2%E0%B8%A2%E0%B8%8A%E0%B8%B7%E0%B9%88%E0%B8%AD%E0%B8%88%E0%B8%B1%E0%B8%87%E0%B8%AB%E0%B8%25http://th.wikipedia.org/wiki/%E0%B8%A3%E0%B8%B2%E0%B8%A2%E0%B8%8A%E0%B8%B7%E0%B9%88%E0%B8%AD%E0%B8%88%E0%B8%B1%E0%B8%87%E0%B8%AB%E0%B8%25http://th.wikipedia.org/wiki/%E0%B8%A3%E0%B8%B2%E0%B8%A2%E0%B8%8A%E0%B8%B7%E0%B9%88%E0%B8%AD%E0%B8%88%E0%B8%B1%E0%B8%87%E0%B8%AB%E0%B8%25http://th.wikipedia.org/wiki/%E0%B8%A3%E0%B8%B2%E0%B8%A2%E0%B8%8A%E0%B8%B7%E0%B9%88%E0%B8%AD%E0%B8%88%E0%B8%B1%E0%B8%87%E0%B8%AB%E0%B8%25http://kanchanapisek.or.th/kp8/cem/cem107.htm


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3.3.2 Targeting

Happy Time Bakery Company is target with the student is average 15-25 year

old and working age 25-45 year old.

3.3.3 Positioning

Figure 3.2 the position of market

Happy Time

Fay

High Price

High Quality

From figure 3.2 show the position of product in bakery market when compare

with Boat Bakery and Fay Bakery obviously seen Happy Time Bakery Company is high

price and high quality.

3.4 Marketing Mix Strategy

3.4.1 Product

Happy Time Bakery Company is taking care of the customer life, so our product

is low fat and low sugar. Almost of product in Happy Time Bakery Company are

produce by Fresh fruit and herb. Moreover the customer can design of the product

For lifestyle.


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(Table 3.3 Amount of tourists comes to Chiang Mai)1

Visitor 2006 2007 %

Thai 3,601,727 3,539,772 4.18

Foreigners 1,755,140 2,050,554 1.75

Total 5,356,867 5,590,326 5.93

From table obviously seen the tourists in 2007 increase 5.93 % from 2007 so

Sale forecast of Happy Time Bakery Company are rise up steady and pay back within 5

years.

Figure 3.3 the sale forecast

Sale forcast of Happy Time Bakery Company

0

2,000,000

4,000,0006,000,000

8,000,000

10,000,000

Year 1 Year 2 Year 3 Year 4 Year 5

Period Year

B a h t

Circulation

This graph shows we get break even point in year 5

1 http://www2.tat.or.th/stat/download/tst/642/Chiang%20Mai_Book2007.xls

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3.6 Marketing Expense (sale incentive)

Figure 3.4

List/Year 1 2 3 4 5 Total

Leaflet 2,125 1,050 3,175 6,350

Member card 6,408 6,996 7,200 7,200 9,600 37,404

Internet 4,200 4,200 4,200 4,200 4,200 21,000

Special days Board 1,750 1,750 1,750 1,750 1,750 8,750

Total 14,483 12,946 13,150 14,200 18,725 73,504

The Marketing Expense withthin 5 year ofHappy Time Bakery

9%

50%29%

12%LeafletMember cardInternet

Special days Board

This pie chart show the marketing expense within 5 years of Happy Time

Bakery Company, there are leaflet is 6,350 baht rate 9%, member card 37,404 baht rate

50%, Internet is 21,000 baht rate 29% and Special days Board 8,750 baht rate 12%.

(Table 3.4 Marketing Expense of Happy Time Bakery Company)

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3.7 Conclusion

Happy Time Bakery Company is new entrepreneur so; we try to plan the market to

achieve the goal. We think will be successful within 5 years. Because we produce the product

to satisfy the customer. And have good service and goods products. Our shop in the good of

location and easy to find.

Happy Time Bakery

0%2%4%6%8%

10%12%14%16%18%20%

M o n t h 1

M o n t h 4

M o n t h 7

M o n t h 1 0

M o n t h 1 3

M o n t h 1 6

M o n t h 1 9

M o n t h 2 2

M o n t h 2 5

M o n t h 2 8

M o n t h 3 1

M o n t h 3 4

M o n t h 3 7

M o n t h 4 0

M o n t h 4 3

M o n t h 4 6

M o n t h 4 9

M o n t h 5 2

M o n t h 5 5

M o n t h 5 8

Month

S a

l e f o r c a s

t

Happy Time Bakery

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Chapter4Technical Feasibility Study

Production and Operations

Analysis

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4.1 Product and Operations Analysis.

4.1.1 Product Characteristic (Detail)

Happy Time Bakery Company produces Thai Herb bakery and season fruit

bakery for people who are care health. The policy of company is low fat and low sugar

in the ingredient. We set the special bakery in the menu as below

4.1.1.1 Grape Cake

4.1.1.2 Chocolate Mango Cake

4.1.1.3 Raisin bread

4.1.1.4 Buco (young coconut pie)

4.1.1.5 Almond Brownie

4.1.1.6 Cereal Cookie.4.1.1.7 Strawberry Cake

4.1.1.8 Coffee

The direction of each bakery

Grape Cake1

Ingredients

1/2 cup butter , softened

1/4 cup sugar 3 egg yolks 1 teaspoon finely grated fresh lemon rind 1/2 teaspoon vanilla 3 egg whites 1/2 cup sugar 1 1/4 cups sifted flour, sift before measuring

1 http://www.recipezaar.com/Grape-Cake-126802

39
http://www.recipezaar.com/library/butter-141http://www.recipezaar.com/library/sugar-139http://www.recipezaar.com/library/lemon-125http://www.recipezaar.com/library/vanilla-350http://www.recipezaar.com/library/sugar-139http://www.recipezaar.com/Grape-Cake-126802http://www.recipezaar.com/Grape-Cake-126802http://www.recipezaar.com/library/sugar-139http://www.recipezaar.com/library/vanilla-350http://www.recipezaar.com/library/lemon-125http://www.recipezaar.com/library/sugar-139http://www.recipezaar.com/library/butter-141http://www.google.co.th/imgres?imgurl=http://static.flickr.com/48/124224980_3945a3824c.jpg&imgrefurl=http://community.livejournal.com/cooking/2006/04/06/&h=423&w=500&sz=124&tbnid=0nZslQobh1QyrM:&tbnh=110&tbnw=130&prev=/images%3Fq%3Dgrape%2Bcake&hl=th&usg=__R7NCtYjaLTUXSfPqB110vy9qksQ=&ei=Uv50S6u9J9C8rAfx3LC8Cg&sa=X&oi=image_result&resnum=3&ct=image&ved=0CA4Q9QEwAg


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1 1/3 cups green seedless grapes , about 1 lb

Directions

1. Cream together the butter and the cup sugar. Beat in egg yolks, 1 at a time,

beating well after each addition. Beat in lemon rind and vanilla.

2. In another bowl, beat egg whites until they hold soft peaks. Add the cup sugar,

2 tablespoonfuls at a time and continue to beat until they hold stiff peaks.

3. Stir one fourth of the whites into the yolk mixture and fold in the remaining

whites. Sift the sifted flour over the mixture, folding it in gently.

4. Transfer the batter to a buttered 8 inch round cake pan. Sprinkle the grapes over

the top of the batter.

5. Bake at 350 F for 35-40 minutes or until it is lightly browned and pulls away

from the sides of the pan. Let the cake cool in the pan on a rack until barely warm.

Makes 6 to 8 servings depending on how you cut it.

1Chocolate Mango Cake

Ingredients

all-purpose flour (sifted) 1 cup 1 teaspoon baking powder

1

http://www.womengateway.com/NR/exeres/41278375-5861-4DC8-B639-0954764E89BC.htm

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1/4 teaspoon salt a pinch of salt 1/4 cup cocoa powder (sifted)

spoons sugar or icing sugar

on vanilla

k

n

irection

Sift flour and cocoa with baking powder and salt.

til the mixture is creamy.

drop of milk into the

per lined nonstick cake (23cm dia.) pan, level

low to cool to room temperature on a wire rack.

lds shape. While whipping, gradually add sifted icing

heet of waxed paper on

ream on top. Reserve 1/4 cup of the mango,

1/2 cup butter 1 cup + 3 table 3 eggs 1 teaspo 1-2 tablespoons mil butter to grease the pa

D

1.

2. Cream butter; gradually add sugar while beating un

3. Add eggs at a time while beating until the batter are homogenous, frequently

scraping the sides of the mixing bowl. Beat in vanilla.

4. Alternatively, fold the flour / cocoa mixture and few

batter until it is homogenous.5. Pour into a greased waxed pa

the surface and bake in a pre-heated moderate oven (180C 350F) until it

is ready (25 30 min.).

6. Turn, remove paper. Al

Meanwhile, peel the thin pistachio skin and split each pistachio into

2 halves, then pat dry.

7. Whip cream until it ho

sugar, a tablespoon at a time, until the sugar disappears. Beat in vanilla.

Slice the cake into 2 layers and remove the crumbs.

8. Cover the serving dish with a paper doily; place a s

top. Place the base layer on top.

9. Spread 1/4 cup of the whipped c

arrange the rest over the cream.

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10. Cover with the top layer, gently press. Place a paper doily on top. Sift 1/3

cup icing sugar evenly. Carefully remove the paper.

11. Decorate with an icing pump. Arrange the mangoes and pistachio on top.

Press pistachio onto the sides of the filling.

12. Gently remove the waxed paper below the cake and serve the cake.

13. Note: When lining the cake pan, retain the waxed paper, trim off the edges.

14. Use the trimmings to cover the paper doily. This will be much easier to

remove than a full sheet of waxed paper below the cake.

1Raisin bread

Ingredients:

1 package active dry yeast

1/4 cup warm water

1 cup raisins

1/4 cup soft butter

1/4 cup sugar

1 1/2 teaspoons salt

1/2 cup scalded milk 3 3/4 cups all-purpose flour

2 eggs, beaten

Direction:

1

http://southernfood.about.com/od/yeastbreads/r/bl40210c.htm

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Dissolve yeast in warm water. In a large bowl, combine raisins, butter, sugar,

salt, and hot milk; stir to dissolve the sugar. Let mixture cool to lukewarm. Stir in 1 1/2

cups of the flour; beat well. Add yeast mixture and the beaten eggs; mix to blend well.

Add enough of the remaining flour to make soft but stiff dough. Turn out onto a lightly

floured surface and knead for about 10 minutes, until dough is smooth and elastic. Place

dough in a lightly buttered bowl, turning once to grease the surface. Cover with a clean

dish cloth; let stand in a warm place until doubled in bulk, about 1 1/2 hours. Punch

dough down and divide into 2 portions. Cover and let rest for 10 minutes. Shape into 2

loaves; place in 2 greased 8x4x3-inch loaf pans. Cover and let rise again for about 45 to

60 minutes, until almost double. Bake at 375 for 25 minutes, placing foil over loaves

the last 10 minutes, if loaves are getting too brown. Remove loaves from pans and letcool on racks.

1Buco( young coconut pie)

Ingredients

1/4 cup water 1/3 cup cornstarch

2 cups coconut water

1 cup sugar

2 cups shredded young coconut (buco) 1 teaspoon vanilla

1

http://www.recipezaar.com/Buco-young-Coconut-Pie-115036

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http://www.recipezaar.com/library/water-459http://www.recipezaar.com/library/cornstarch-137http://www.recipezaar.com/library/sugar-139http://www.recipezaar.com/library/coconut-107http://www.recipezaar.com/library/vanilla-350http://www.recipezaar.com/Buco-young-Coconut-Pie-115036http://www.recipezaar.com/Buco-young-Coconut-Pie-115036http://www.recipezaar.com/Buco-young-Coconut-Pie-115036http://www.recipezaar.com/library/vanilla-350http://www.recipezaar.com/library/coconut-107http://www.recipezaar.com/library/sugar-139http://www.recipezaar.com/library/cornstarch-137http://www.recipezaar.com/library/water-459http://images.google.co.th/imgres?imgurl=http://www.bloggang.com/data/b/bake-aholic/picture/1245309877.jpg&imgrefurl=http://www.bloggang.com/viewdiary.php%3Fid%3Dbake-aholic%26month%3D06-2009%26group%3D6%26date%3D18%26gblog%3D9&usg=__poegyy98bqoYSE2IIaDy0TawGQo=&h=618&w=413&sz=30&hl=th&start=3&um=1&itbs=1&tbnid=aA66b1HpC16J1M:&tbnh=136&tbnw=91&prev=/images%3Fq%3Dyoung%2Bcoconut%2Bpie%26hl%3Dth%26sa%3DN%26um%3D1


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Life Time

the bakery homemade to new fresh in day by day, important we do not put

the preservative in to our bakery include with the secret formula of powder, although

the customer take the bakery in a refrigerator still can preserve the softness of cake and

can keep 3-7 day for eating.

4.3 Production Process

Happy Time Bakery is made from herb bakery and season fruit bakery for who

care health and aware to fat. The herb and season fruit are fresh and clean for

productions process because we aim to benefit to customer. The ingredients are easy tofind and buy it to production process. The special appearances of bakery are beautiful,

colorful, gift set, compact package and the customer can create style of bakery. We use

the modern technology and aim to long term equipments because we want the goods

and production processes are efficiency and quality for consumer then we have

knowledge and study about production process are better and training the employee are

better before practice for efficiency to production process. We think the cost not much

because ingredient, we buy from wholesaler.

Services Process

We train all employees to friendly, clean to work, and love to work it,

employees knowledge of the product, helpfulness / assistance to customers,

an interest in customers' opinions and feedback and courtesy. The service of Happy

Time Bakery is delivery, wedding, set the party or surprise customer when birthday or

special day of customer.

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4.4 Location Analysis

Happy Time Bakery Company is close of Nimman Haemin road that is center of

Chiang Mai, so easier to see and contact of customer and tourist that visit or leisure

street. The atmosphere we set to loveable and friendly that appropriate to meeting

friends and casual atmosphere for leisurely. The appearance of Happy Time Bakery

Company is modern style. The location of company are surrounding in the community

such as market, school and university. Happy Time Bakery Company has space to

parking for customer. The transportation can accessible to Happy Time BakeryCompany.

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4.5 Facility Layout

4.6 Logical Management

When we talk about management we will talk about 4 Ps. Our company product

is bakery herb and home made because nowadays herb product is very popular and there

are very interesting.

About price our company has several of prices separate by the price of the

ingredient.

Our company position is near the department store in the big city of Thailand ex.

Chiang mai, BKK, Suratthani and Khon kan. The big company is in BKK because BKK

is the capital of Thailand the have a lot of distribution channel. We choose the position

near the department store because there are a lot of people. The department store that we

choose should be big have enough the parking car and popular. The place would be

more expansive but that is the best position for trade and worth to investment.

The company promotion will be having in every festival. We will set by

appropriate with that festival.

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4.7 Facility Management

Facility Management is an important that we consideration and try to manage

cause a lot of efficiency or other facilities that we set to service the customer for

differentiation from others company such as

Internet : Our bakery company has internet service the customer for relax and the

customer dont lost time that mean the customer who want to work, they can use

internet or wireless from our bakery shop while eating.

All kinds of book : Our bakery shop has books corner service for the customer all

styles such as knowledge, cartoon, magazine, etc for support Thai people see the

important of reading more and use the time for benefit.

Toilet : Our bakery shop interest and special focus because the toilet like theimportant of our bakery shop so we set housewife stand at the toilet and other area for

clean all the time because when the toilet clean lead to impression of the customer.

Cleanliness : Cleanliness of bakery shop, we have the bin for service the customer

each point for enough of the customer and keep the clean together.

Atmosphere : Our bakery shop has any atmosphere such as relax; luxury, quiet and

natural for support the customers who like differentiation for change when they bored.

Parking lot : Our bakery company has wide area enough for parking of the customer,clean, convenience, safe.

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4.8 Machine Tools and Equipment

Equipment

Counter bar

Price 12, 000 Bath

Table and chairs

Price 2,200 Bath

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Luxury L-shape

Price 20,800Bath

Mitsubishi Air conditioner (13000 BTU)

Price 14,900 Bath

Telephone

Price 1,000 Bath

Fax

Price 4,600 Bath

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Cake Displays

Price 37,500 Bath

Computer Intel Pentium

Price 10,165 Bath

Television JVC 29"

Price 6,690Bath

Speaker Model: NTS NC-602

Price 2,600 Bat

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Printer

Price 2,750 Bath

Cash Register

Price 35,000 Bath

Book magazine

Price 60 Bath

Spoon

Price 173 Bath

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Tray

Price 48 Bath

Water glass

Price 75 Bath

Machine

Planetary Mixer

Price 8,400 Bath

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Oven

Price 27,000 Bath

Bread slicker

Price 6,000 Bath

Cake refrigerator

Price 34,000 Bath

Coffee machine

Price 49,000 Bath

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Blender

Price 14,000Bath

Coffee grinder

Price 28,000 Bath

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4.9 Pre-operating cost

Pre-operation cost Total price

land and building 3,500,000

Register for company limiters establishment 5,000

Registered capital of no more than 1,000,000 Baht 5,000

Total 3,510,000

Equipment 236,570

Decoration 300,000 Total 536,570

4.10 Cost of Investment

Building

We will buy the building in Nimman Haemin road because this road is

center of Chiang Mai and tourist and customer are easy to meet and contact, but the land

and building in Nimman Haemin road are expansive because it is surrounding with thecommunity such as market, department store, school, famous temple and university.

Investment Year1 Year2 Year3 Year4 Year5

1Building 58333 58333 58333 58333 58333

Vehicle 1638 1638 1638 1638 1638

Machine A 933 933 933 933 933Machine B 756 756 756 756 756

Computer 90 90 90 90 90

Total 61750 61750 61750 61750 61750

1 http://www.ddproperty.com/property/show/ 37586

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4.11 Operating cost

Year1Direct Material January February March April May June July August Septembe October NovemberDecem berTotal

cost of direct material 4,684 4,684 4,684 4,684 4,684 4,684 4,684 4,684 4,684 4,684 4,684 5,636 57160Total cost of direct material 4684 4684 4684 4684 4684 4684 4684 4684 4684 4684 4684 5636 57160

Direct Labour January February March April May June July August Septembe October NovemberDecem berTotalLabour 18,000 18000 18000 18000 18000 18000 18000 18000 18000 18000 18000 18000 216000

Total direct labour cost 18000 18000 18000 18000 18000 18000 18000 18000 18000 18000 18000 18000 216000

MFG Over head January February March April May June July August Septembe October NovemberDecem ber TotalElectricity 2,000 2,000 2,000 2,000 2,000 2,000 2,000 2,000 2,000 2,000 2,000 2,200 24,200 Water 150 150 100 100 100 100 100 100 100 100 100 150 1,350 depreciation on the factory equipment 3,231 3,231 3,231 3,231 3,231 3,231 3,231 3,231 3,231 3,231 3,231 3,231 38,772 Total MFG over head 5,381 5,381 5,331 5,331 5,331 5,331 5,331 5,331 5,331 5,331 5,331 5,581 64,322

Year1 January February March April May June July August Septembe October NovemberDecem berTotalTotal production cost 28065 28065 28015 28015 28015 28015 28015 28015 28015 28015 28015 29217 337,482

Year2Direct Material January February March April May June July August Septembe October NovemberDecem berTotal


Direct Labour January February March April May June July August Septembe October NovemberDecem berTotalLabour 18,000 18000 18000 18000 18000 18000 18000 18000 18000 18000 18000 18000 216000


MFG Over head January February March April May June July August Septembe October NovemberDecem ber TotalElectricity 2,300 2,300 2,000 2,000 2,000 2,000 2,000 2,000 2,000 2,000 2,000 2,500 25,100 Water 150 150 100 100 100 100 100 100 100 100 100 150 1,350 depreciation on the factory equipment 3,231 3,231 3,231 3,231 3,231 3,231 3,231 3,231 3,231 3,231 3,231 3,231 38,772 Total MFG over head 5,681 5,681 5,331 5,331 5,331 5,331 5,331 5,331 5,331 5,331 5,331 5,881 65,222

Year2 January February March April May June July August Septembe October NovemberDecem berTotalTotal production cost 29317 29317 28015 28015 28015 28015 28015 28015 28015 28015 28015 30469 341,238

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Year3Direct Material January February March April May June July August SeptembeOctober NovemberDecemberTotal

Average cost of direct material 6,588 6,588 5,636 5,636 5,636 5,636 5,636 5,636 5,636 5,636 6,588 8,493 73345Total cost of direct material 6588 6588 5636 5636 5636 5636 5636 5636 5636 5636 6588 8493 73345

Direct Labour January February March April May June July August SeptembeOctober NovemberDecemberTotalLabour 19,500 19500 19500 19500 19500 19500 19500 19500 19500 19500 19500 19500 234000


MFG Over head January February March April May June July August SeptembeOctober NovemberDecember TotalElectricity 2,500 2,500 2,000 2,000 2,000 2,000 2,000 2,000 2,000 2,000 2,000 2,700 25,700 Water 150 150 120 120 120 120 120 120 120 120 120 200 1,580 depreciation on the factory equipment 3,231 3,231 3,231 3,231 3,231 3,231 3,231 3,231 3,231 3,231 3,231 3,231 38,772 Total MFG over head 5,881 5,881 5,351 5,351 5,351 5,351 5,351 5,351 5,351 5,351 5,351 6,131 66,052

Year3 January February March April May June July August SeptembeOctober NovemberDecemberTotalTotal production cost 31969 31969 30487 30487 30487 30487 30487 30487 30487 30487 31439 34124 373,397

Year4Direct Material January February March April May June July August SeptembeOctober NovemberDecemberTotal


Direct Labour January February March April May June July August SeptembeOctober NovemberDecemberTotalLabour 19,500 19500 19500 19500 19500 19500 19500 19500 19500 19500 19500 19500 234000


MFG Over head January February March April May June July August SeptembeOctober NovemberDecember TotalElectricity 2,700 2,700 2,200 2,200 2,200 2,200 2,200 2,200 2,200 2,200 2,200 2,510 27,710 Water 170 170 150 150 150 150 150 150 150 150 150 200 1,890 depreciation on the factory equipment 3,400 3,400 3,400 3,400 3,400 3,400 3,400 3,400 3,400 3,400 3,400 3,400 40,800 Total MFG over head 6,270 6,270 5,750 5,750 5,750 5,750 5,750 5,750 5,750 5,750 5,750 6,110 70,400

Year4 January February March April May June July August SeptembeOctober NovemberDecemberTotalTotal production cost 34263 34263 31838 33743 31838 31838 31838 31838 31838 31838 31838 36222 393,195

Year5Direct M aterial January February M arch Apri l M ay June July August Septembe October NovemberDecemberTotal


Direct Labour January February M arch Apri l M ay June July August Septembe October NovemberDecemberTotalLabour 21,000 21000 21000 21000 21000 21000 21000 21000 21000 21000 21000 21000 252000


M FG Over head January February M arch Apri l M ay June July August Septembe October NovemberDecember TotalElectricity 2,700 2,700 2,400 2,400 2,400 2,400 2,400 2,400 2,400 2,400 2,400 2,800 29,800 Water 200 200 170 170 170 170 170 170 170 170 170 230 2,160 depreciation on the factory equipment 3,400 3,400 3,400 3,400 3,400 3,400 3,400 3,400 3,400 3,400 3,400 3,400 40,800

Total MFG over head 6,300 6,300 5,970 5,970 5,970 5,970 5,970 5,970 5,970 5,970 5,970 6,430 72,760

Year5 January February M arch Apri l M ay June July August Septembe October NovemberDecemberTotalTotal production cost 37912 39521 35463 35463 35463 35463 35463 39191 35463 35463 37582 39651 442,098

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4.12 Administration cost Year1Department EmployeeSalary January February March April May June Ju ly August Septemb October Novembe Decem be TotalAccountant 1 8,000 8000 8000 8000 8000 8000 8000 8000 8000 8000 8000 8000 8000 96000Marketing 1 8,000 8000 8000 8000 8000 8000 8000 8000 8000 8000 8000 8000 8000 96000Delivery staff 2 5,500 11000 11000 11000 11000 11000 11000 11000 11000 11000 11000 11000 11000 132000House Keeper 1 5,200 5200 5200 5200 5200 5200 5200 5200 5200 5200 5200 5200 5200 62400Waiter 2 5,500 11000 11000 11000 11000 11000 11000 11000 11000 11000 11000 11000 11000 132000Security 2 5,200 10400 10400 10400 10400 10400 10400 10400 10400 10400 10400 10400 10400 124800Total 9 37400 53600 53600 53600 53600 53600 53600 53600 53600 53600 53600 53600 53600 643200

Year2Department EmployeeSalary January February March April May June Ju ly August Septemb October Novembe Decem be TotalAccountant 1 9,000 9000 9000 9000 9000 9000 9000 9000 9000 9000 9000 9000 9000 108000Marketing 1 9,000 9000 9000 9000 9000 9000 9000 9000 9000 9000 9000 9000 9000 108000Delivery staff 2 5,500 11000 11000 11000 11000 11000 11000 11000 11000 11000 11000 11000 11000 132000House Keeper 1 5,200 5200 5200 5200 5200 5200 5200 5200 5200 5200 5200 5200 5200 62400Waiter 2 5,700 11400 11400 11400 11400 11400 11400 11400 11400 11400 11400 11400 11400 136800Security 2 5,200 10400 10400 10400 10400 10400 10400 10400 10400 10400 10400 10400 10400 124800Total 9 39600 56000 56000 56000 56000 56000 56000 56000 56000 56000 56000 56000 56000 672000

Year3Department EmployeeSalary January February March April May June Ju ly August Septemb October Novembe Decem be TotalAccountant 1 10,000 10000 10000 10000 10000 10000 10000 10000 10000 10000 10000 10000 10000 120000

Marketing 1 10,000 10000 10000 10000 10000 10000 10000 10000 10000 10000 10000 10000 10000 120000Delivery staff 2 6,000 12000 12000 12000 12000 12000 12000 12000 12000 12000 12000 12000 12000 144000House Keeper 2 5,500 11000 11000 11000 11000 11000 11000 11000 11000 11000 11000 11000 11000 132000Waiter 2 6,000 12000 12000 12000 12000 12000 12000 12000 12000 12000 12000 12000 12000 144000Security 2 5,500 11000 11000 11000 11000 11000 11000 11000 11000 11000 11000 11000 11000 132000Total 10 43000 66000 66000 66000 66000 66000 66000 66000 66000 66000 66000 66000 66000 792000

Year4Department EmployeeSalary January February March April May June Ju ly August Septemb October Novembe Decembe TotalAccountant 1 12,000 12000 12000 12000 12000 12000 12000 12000 12000 12000 12000 12000 12000 144000Marketing 1 12,000 12000 12000 12000 12000 12000 12000 12000 12000 12000 12000 12000 12000 144000Delivery staff 3 6,000 18000 18000 18000 18000 18000 18000 18000 18000 18000 18000 18000 18000 216000House Keeper 2 5,500 11000 11000 11000 11000 11000 11000 11000 11000 11000 11000 11000 11000 132000Waiter 3 6,200 18600 18600 18600 18600 18600 18600 18600 18600 18600 18600 18600 18600 223200

Security 2 5,500 11000 11000 11000 11000 11000 11000 11000 11000 11000 11000 11000 11000 132000Total 12 47200 82600 82600 82600 82600 82600 82600 82600 82600 82600 82600 82600 82600 991200

Year5Department EmployeeSalary January February March April May June Ju ly August Septemb October Novembe Decembe TotalAccountant 1 15,000 15000 15000 15000 15000 15000 15000 15000 15000 15000 15000 15000 15000 180000Marketing 1 15,000 15000 15000 15000 15000 15000 15000 15000 15000 15000 15000 15000 15000 180000Delivery staff 3 6,000 18000 18000 18000 18000 18000 18000 18000 18000 18000 18000 18000 18000 216000House Keeper 2 5,500 11000 11000 11000 11000 11000 11000 11000 11000 11000 11000 11000 11000 132000Waiter 3 6,200 18600 18600 18600 18600 18600 18600 18600 18600 18600 18600 18600 18600 223200Security 2 5,500 11000 11000 11000 11000 11000 11000 11000 11000 11000 11000 11000 11000 132000Total 12 53200 88600 88600 88600 88600 88600 88600 88600 88600 88600 88600 88600 88600 1063200

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Chapter 5

Financial Analysis

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Income Statement

Year1 January February March Ap

project feasibilty study and evaluation . aj. chaiyawat thongintr. mae fah luang university (mfu)...

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