little duck ocean dome co.,ltd

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    ACKNOWLEDGEMENT

    Our group owes a great many thanks to a great many people who helped andsupported me during the writing of this book.

    Our deepest thanks to our lecturer, Mr. Chaiyawat Thongintr for the guideline of the

    project for guiding and correcting various documents of us with attention and with

    careful. He has taken pain to go through the project and make necessary correction as

    and when needed.

    We express our thanks to the Principal of, Mae Fah Luang University, for extending

    this support.

    Our group would like to thank my faculty members without whom this project would

    have been a distant reality. We also extend my heartfelt thanks to my family and well

    wishers.

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    PREFACELittle duck indoor ocean dome is the part of the project feasibility study and

    evaluation course in 2010, this project is studying the possibility and the feasibility of little

    duck ocean dome. It includes with our project objective, benefits of project, market strategy,

    market feasibility, competition analysis, marketing mix, sales forecast, marketing expense,

    technical feasibility study, pre-opening cost, management analysis, financial analysis, and

    risk analysis.

    This project will make the people who interesting to invest with the company, our

    company has the recommendations before making the decision and also affecting when invest

    with this business.

    Little duck ocean dome hope that the investor can gain the profit effectively from

    doing with our company and our business will make the best return to our company with the

    best services to our customers.

    Group member

    Kittapol Archawaporn ID 5031203002

    Chanwit Chumnongsutasatien ID 5031203020

    Sutikait Sukbunraksa ID 5031203076

    Amnad Kongmaneechay ID 5031203086

    Rasiga Srisuphang ID 5131203127

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    Table of Contents

    ACKNOWLEDGEMENT ............................................................................................................................. 1

    PREFACE .................................................................................................................................................. 2

    Chapter 1 ................................................................................................................................................. 7

    Introduction ............................................................................................................................................ 7

    1.1 Background and Significance of the project ................................................................................. 8

    1.2 Project Objectives ......................................................................................................................... 9

    1.3 Benefits of Project ......................................................................................................................... 9

    1.4 Activities/Time Frame ................................................................................................................. 10

    Chapter 2 ............................................................................................................................................... 11

    Industry Profile ...................................................................................................................................... 11

    2.1 Nature of Industry ....................................................................................................................... 12

    2.2 Situation of Industry ................................................................................................................... 13

    2.3 Product and Service .................................................................................................................... 14

    2.4 Vision ........................................................................................................................................... 14

    2.5 Mission ........................................................................................................................................ 14

    2.6 Strategy ....................................................................................................................................... 15

    2.6.1 Corporate Strategy ............................................................................................................... 15

    2.6.2 Business Strategy ................................................................................................................. 15

    2.6.3 Functional Strategy .............................................................................................................. 16

    Chapter 3 ............................................................................................................................................... 18

    Market Feasibility Study ....................................................................................................................... 18

    3.1 General information of Chiang Rai.............................................................................................. 19

    3.1.1 Location and Area ................................................................................................................ 19

    3.1.2 Border line ............................................................................................................................ 19

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    3.1.3 Geography ............................................................................................................................ 19

    3.1.4 Population ............................................................................................................................ 20

    3.1.5 Basic infrastructure .............................................................................................................. 20

    3.2 PEST analysis ............................................................................................................................... 21

    3.2.1 Political ................................................................................................................................. 21

    3.2.2 Economics ............................................................................................................................ 22

    3.2.3 Social and Environment Analysis ......................................................................................... 26

    3.2.4 Technology ........................................................................................................................... 27

    3.3 Competition Analysis .................................................................................................................. 28

    3.3.1 Competitor Analysis ............................................................................................................. 28

    3.3.2 Customer Analysis ................................................................................................................ 35

    3.3.3 Competitive Analysis ............................................................................................................ 35

    3.4 STP analysis ................................................................................................................................. 36

    3.4.1 Market segment ................................................................................................................... 36

    3.4.2 Target market ....................................................................................................................... 37

    3.4.3 Positioning............................................................................................................................ 37

    3.5 Marketing Mix ............................................................................................................................. 38

    3.5.1 Product & Service ............................................................................................................... 38

    3.5.2 Price .................................................................................................................................... 38

    3.5.3 Place ................................................................................................................................... 39

    3.5.4 Promotion .......................................................................................................................... 39

    3.6 Sales forecast .............................................................................................................................. 40

    3.6.1 Thai people only ................................................................................................................... 40

    3.6.2 Foreigner only ...................................................................................................................... 41

    3.6.3 Overall .................................................................................................................................. 42

    3.7 Marketing expense ..................................................................................................................... 46

    3.7.1 TV advertising..............................................................................