section2, seat5 ,”tim chic” ice cream hot pot

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Preface

This Project is a part of 1203302 Project Feasibility Study and Evaluation Course in

the second semester of 2012. In this project is studying the feasibility of Tim chic ice

cream homemade, which is include generally Marketing Analysis (General Environment

Analysis) as tool, which consist of political, economy, social, environment and technology

analysis.

This project makes everyone who interested to get knowledge and information about

ice cream homemade business before make decision to investment, including preoperational

process and operation process of preoperational for the benefit to investment and profit of

doing this Tim chic ice cream homemade business. We expect that our project will provide

benefit more and more interested person, moreover, if they are any error in this project or

whatever, our ground made an apology at this opportunity.

Group member

1. Mr.Teerasak Pongteeraporn

2. Mr.Pongsakorn Jangsiriwattana

3. Miss.Naruemon Sophon

4. Miss.Rattiyakorn Sawangtananan

5. Miss.Anongnat Mungmee

6. Miss.Witchaween Suebchiang

7. Mr.Wasan Tongsrimadun

8. Miss.Kanya Udom


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TABLE OF CONTENT

Page

Preface

Chapter 1: Introduction

1.1 Background and Significance of the Project 1

1.2 Project Objective(s) 21.3 Benefits of Project and Activities/Time Frame 2

Chapter 2: Industry Profile

2.1 Nature of Industry 4

2.2 Situation of Industry 16

2.3 Product/Service (in General) 17

Chapter 3: Market Feasibility Study

3.1 Market Analysis 22

3.1.1 General Environment Analysis 22

- Political 22

- Economy 23

- Social 24

- Environment 25

- Technology 26

3.1.2Competition Analysis (3C Analysis) 27

- Competitor Analysis 27

- Customer Analysis 27

- Competitive Analysis 28

3.2 STP Analysis 28

3.2.1 Segmentation 28


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3.2.2 Target Market 28

3.2.3 Positioning 32

3.3 Marketing Mix Strategy 32

- Product 32

- Price 32

- Place 33

- Promotion 33

3.4 Sales Forecast/Profit Estimation 33

3.5 Marketing Expenses (Sales Incentive) 53

3.6 Conclusion 54

Chapter 4: Investment Cost

4.1 Cost of Investment 55

4.1.1 Pre-Operating Cost 55

4.1.2 Investment Cost 554.1.3 Buildings 57

4.1.4 Location 584.1.5 Facility Layout 58

4.1.6 Machine/Tools/ Equipments 61

4.2 Depreciation 75

4.3 Conclusion 78

Chapter 5: Production and Operations Analysis

5.1 Product Characteristics (in Detail) 79

5.2 Specification, Feathers, Dimension, Life Time, etc. 91

5.3 Production/Services Process 92

5.4 Operating Cost 105


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5.4.1 Raw material Cost 106

5.4.2 Direct Labor Cost 106

5.4.3 Overhead (If Any) 106

5.5 Logistics Management 108

5.6 Facility Management 108

Chapter 6: Administration analysis

6.1 Management Analysis 110

6.1.1 Facility Cost (Electricity, Telephone, Fax, etc.) 111

6.1.2 Salary 112

6.2 Conclusion 112

Chapter 7: Financial Analysis

7.1 Financial Assumption for Business. 113

7.1.1 Profit/ Loss Statement 1137.1.2 Cash Flow 113

7.1.3 Balance Sheet 118

Chapter 8: Risk Management

8. Risk management 119

8.1 Operation factor 119

8.2 Human Resources factor 119

8.3 Marketing factor 119

8.4 Financial factor 119

8.5 Economic factor 1198.6 Technology risk 120


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Chapter 1

Introduction

1.1 Background and Significance of the Project

Chiang Rai is the northern part of Thailand far from Bangkok 785 kilometers. Thearea is about 11,678.369 square kilometers or 7,298,981 Rai. There are a beautiful naturalresource, river, mountain, and forest. It is kind of the old city that tells the history of habitation from the past to the present. Chiang Rai has the best weather in winter becausethe good landscape that is mountain, and many interest places such as architecture, nature,or sport and recreation. Most of tourist that came to Chiang Rai is ecotourism, they like inthe winter because the charm of nature. In this province has many places attraction forexample, Phu Chi Fha, Doi thung, Golden triangle, King meng rai monument, memorialclock tower, etc. (Michael Holland, 2012) This city is a major tourist destination andcitys economy province of Thailand according to the economic plan of development inthe South China border - Indo China.There are routes that link to the countries of EastAsia. It is the one of the Province that linked to the neighboring countries. Nowadays, inChiang Rai is developing to develop the border economic in many area as knowGRAETER MAEKHONG SUBREGION or GMS to support the trade cooperationbetween countries in the Maekhong region.( (GMS data, 2010) So, now there are manypeople come to invest in Chiang Rai and also can increase more traveler come to visit as

well. Travelers both Thai and foreigners come to visited Chiang rai through the ChiangRai Immigration about 1,680,248 people a years (Statistic of Getting into the Kingdom of personnel and vehicles, Chiang Rai Immegration, 2009 )

Our project business is Tim chic ice cream homemade. This project makes forgeneration Y (15-35 years old). Our store will be located at the way to go to Khua PhayaMang Rai or The Bridge over the Mae Kok River (new one) in Chiang Rai. This is a newbridge and connection with all avenues in Chiang Rai. The way to go there is attractive tovisit because has restaurant and bar and restaurant with chill out style so, we forecast that canmake our business growth and more profit from local. We present a Tim chic ice creamhomemade in chic and modern style and welcoming feeling with shades of pastel (color of pink and warm brown), make the customers feels relax and romance, it help to have moreconcentrated. Tim chic ice cream homemade for the traveler and local people. We havemany menus of ice cream and drinks, and we proud to present a delicious ice cream that madefresh for twice a week. The guest can should the special ice cream for each season that thestore prepared specially. Tim chic ice cream homemade menu preparations emphasize the useof local and seasonal ingredients encourage the local people in age around 15-35 years oldand love ice cream homemade. From reason there are popular because there are outstandingand unique. We have to serve the things that what the customer want such as ice cream

homemade flavor, free Wi-Fi, books, and the beautiful decoration for take a photo, etc.


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Please come and join us. Our goal is to incorporate elements of ice cream homemadeand drinks that takes place in Chiang Rai. Tim chic ice cream homemade welcomes you toenjoy a meet up with friends, enjoy a delectable varieties flavor of ice cream or one of ourspecial menus.

1.2 Project Objectives

1. To analysis market.2. To make new products in market.3. To observe the famous of group customer.4. To study potential of business.5. To study behavior of customer.6. To study planning budget of business.

7. To study feasibility of market.8. To study grown of business.9. To study segment of market.10. To study segment of customer.

1.3 Benefit of project

1. To understand behavior of customers.

2.

To understand potential of business.3. To understand customers want and need.4. To understand feasibility of market.5. To understand planning budget of business.6. To understand segment of customer.7. To understand growth of business.8. To get a lot of profit from the structure of service and product.9. Can know about to set up the planning of the business and to do the business successful.10. Can analyze the market in the future and analyze the business feasibility.11. 1.4 Activities/Time Frame12. Gantt chart and Time Frame of the study

Activities Nov. Dec. Jan.1 2 3 4 1 2 3 4 1 2 3 41. Choice Topic2. Searching information

* Media (Variety show)* Internet* Magazine

3. Topic Submission

* Fix problem* Search information


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4. Introduction Submission* Background* Significant* Benefit* Gantt Chart

5. Study the business profile* Companies image* Logo and Brand* Product design

6. Study Analyze market feasibility* STP Analysis* 4Ps* Competitor Advantages

7. Study technical Feasibility* Determine the necessary resource.* Comparing with competitor

8.Study and Analyze the financial of ourbusiness* Financial Annual report* Determine cost

9. Study and management the risk of ourbusiness

* Risk Analysis and Other* Control Risk Analysis

10. Project Advertising* Determine story broad

* Prepare story broad11. Writing and analyze the report* Evaluation* Restage

12. Checking Final-draft13.Conclusion the feasibility of

business and suggestion

Table 1.1


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Chapter 2

Industry Profile

2.1 Nature of industry

The origins of ice cream can be traced back to the Persian Empire, people would pour

grape-juice concentrate over snow, in a bowl, and eat this as a treat, especially when the

weather was hot. Snow would either be saved in the cool-keeping underground chambers

known as yakhchal, or taken from snowfall that remained at the top of mountains by the

summer capital Hagmatana, Ecbatana or Hamedan of today. In 400 BC, the Persians went

further and invented a special chilled food, made of rose water and vermicelli, which was

served to royalty during summers. The ice was mixed with saffron, fruits, and various otherflavors (My Kitchen Treasures, 2012).

In at least the 4 th century B.C. Early references include the Roman emperor Nero

(A.D. 37-68) who ordered ice brought from the mountains and combined with fruit toppings,

and King Tang (A.D. 618-97) of Shang, China who had a method of creating ice and milk

concoctions. Ice cream was likely brought from China back to Europe. Over time, recipes for

ices, sherbets, and milk ices evolved and served in the fashionable Italian and French royal

courts (OpenRice, 2012).

Ancient civilizations have served ice for cold foods for thousands of years. The BBC

reports that a frozen mixture of milk and rice was used in China around 200 BC. The Roman

Emperor Nero (3768) had ice brought from the mountains and combined it with fruit

toppings. These were some early chilled delicacies. Arabs were perhaps the first to use milk

as a major ingredient in the production of ice cream.[citation needed] They sweetened it with

sugar rather than fruit juices, and perfected means of commercial production. As early as the

10 th century, ice cream was widespread among many of the Arab worlds major cities,

including Baghdad, Damascus, and Cairo. It was produced from milk or cream, often with

some yoghurt, and was flavored with rosewater, dried fruits and nuts. It is believed that the

recipe was based on older Ancient Arabian recipes, which were, it is presumed, the first and

precursors to Persian flooded. Maguelonne Toussaint-Samat asserts, in her History of Food,

that the Chinese may be credited with inventing a device to make sorbets and ice cream.

They poured a mixture of snow over the exteriors of containers filled with syrup, for, in the

same way as salt raises the boiling-point of water, it lowers the freezing-point to below zero.


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It has also been claimed that, in the Yuan Dynasty, Kublai Khan enjoyed ice cream

and kept it a royal secret until Marco Polo visited China and took the technique of making ice

cream to Italy. Japanese green tea ice cream with anko sauce. In the sixteenth century, the

Mughal emperors used relays of horsemen to bring ice from the Hindu Kush to Delhi, where

it was used in fruit sorbets. When Italian duchess Catherine de Medici married the Duke of

Orlans (Henry II of France) in 1533, she is said to have brought with her to France some

Italian chefs who had recipes for flavored ices or sorbets (WhereFoodComesFrom, 2012).

There is uncertain evidence to show that what time accurately Ice Creams first

introduced to Thailand. It is believed that Ice cream was first imported from Singapore to

Thailand a hundred years ago in late King Rama IV to King Rama The 5 th period. Ice cream

was primarily served as a royal dish. It is regarded as the most popular in this era(Thaibizcenter, 2011). Coolness and the sweetness of the ice cream will make you feel

relaxed instantly. They had paid considerable concentration to the quality and purity in the

manufacturing process. At that moment, Thai people called ice cream are I-Tim. Initially,

the popular Ice cream or I-Tim was not in fact an ice cream mixture as we recognize now but

instead was syrup mixed with ice. Soon after, several flavors, lets say, Lod Chong (rice

noodles made of rice eaten with coconut cream), O lieng (Thai black coffee), Black bean,

Chao Guay (a sort of Chinese vegetable jelly black in color) et cetera had been added. InThailand there are many ice cream shops introduce in Thailand such as Swensens, Dairy

Queen, and Baskin Robbins. Those of ice cream shop are the brand name and very popular in

nowadays because of their quality products and services.

Ice cream is a frozen dessert usually made from dairy products, such as milk and

cream, and often combined with fruits or other ingredients and flavors. Most varieties contain

sugar, although some are made with other sweeteners. In some cases, artificial flavorings and

colorings are used in addition or instead the natural ingredients. The mixture of choseningredients is stirred slowly while cooling, in order to incorporate air and to prevent large ice

crystals from forming. The result is smoothly textured semi-solid foam that is malleable and

can be scooped. The meaning of the phrase ice cream varies from one country to another.

Phrases such as frozen custard, frozen yogurt, sorbet, gelato and others are used to

distinguish different varieties and styles. In some countries, such as the United States, the

phrase ice cream applies only to a specific variety, and most governments regulate the

commercial use of the various terms according to the relative quantities of the mainingredients. In other countries, such as Italy and Argentina, one word is used for all variants
http://en.wikipedia.org/wiki/King_Rama_IVhttp://www.dreamcones.com/gelato-news-june-2012-read-more/http://www.dreamcones.com/gelato-news-june-2012-read-more/http://www.dreamcones.com/gelato-news-june-2012-read-more/http://en.wikipedia.org/wiki/Desserthttp://en.wikipedia.org/wiki/Dairy_producthttp://en.wikipedia.org/wiki/Sugarhttp://en.wikipedia.org/wiki/Sugar_substitutehttp://en.wikipedia.org/wiki/Seasoninghttp://en.wikipedia.org/wiki/Food_coloringhttp://en.wikipedia.org/wiki/Ice_crystalshttp://en.wikipedia.org/wiki/Ice_crystalshttp://en.wikipedia.org/wiki/Ice_crystalshttp://en.wikipedia.org/wiki/Ice_crystalshttp://en.wikipedia.org/wiki/Ice_crystalshttp://en.wikipedia.org/wiki/Food_coloringhttp://en.wikipedia.org/wiki/Seasoninghttp://en.wikipedia.org/wiki/Sugar_substitutehttp://en.wikipedia.org/wiki/Sugarhttp://en.wikipedia.org/wiki/Dairy_producthttp://en.wikipedia.org/wiki/Desserthttp://www.dreamcones.com/gelato-news-june-2012-read-more/http://www.dreamcones.com/gelato-news-june-2012-read-more/http://en.wikipedia.org/wiki/King_Rama_IV


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(My Kitchen Treasures, 2012). Analogues made from dairy alternatives, such as goat or

sheeps milk, or milk substitutes, are available for those who are lactose intolerant, allergic to

dairy protein, or vegan. The most popular flavors of ice cream are vanilla and chocolate.

Nowadays, there are many kind of ice cream product. The following are the example

of ice cream product this present.

1. Hokey Pokey

Figure 2.1 Hoky Poky Photo by: THE NIBBLE

They were usually layered with three different flavors of ice cream, and each

crosswise slice would reveal all three they cost one or two pennies, and children would buy

half a slice for half the price...The wrapped slices were sold to ice cream vendors. Whole

bricks were sold to ice cream shops to be sliced and served, and also to householders, who

had to rush home to serve them to their families before the ice cream melted. The threeflavors were typically chocolate, strawberry and vanilla. This combination of flavors became

known as Neapolitan ice cream. As late as the 1960s, one could purchase a box of

individually wrapped slices in the supermarket that closely resembled what the hokey pokey

man sold many decades earlier from his cart. (The Nibble, 2005)


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2. Gelato

Figure 2.2 Gelato Photo by The Nibble

Gelato is Italian-style ice cream. It is made from water, milk and/or soymilk,

combined with flavorings, sweeteners, and a stabilizing agent. Gelato comes from the Italian

word for frozen. Traditionally, it has had two major points of differentiation from American

ice cream: density and butterfat. Unlike ice cream, gelato machinery whips almost no air into

the product (i.e., much less overrun), resulting in a dense and more intensely flavored product.

For example, American brand Ciao Bella Gelato contains 20% air by volume (overrun)

compared to 60% in most American brands. To proceed with the classic description, Italian

gelato typically has 4% to 8% butterfat, although Ciao Bella Gelato, a leading U.S., brand,

has 12% butterfat. (The Nibble, 2005)


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3. BAKED ALASKA

Figure 2.3 Baked Alaska Photo by The Nibble

A masterpiece of chemistry: ice cream, cake and meringue baked in the oven until the

meringue browns. Ice cream, in a rectangle or mounded in a pie plate, is covered on all sides

with slices of sponge cake or pound cake, which is then covered with meringue. The entire

dessert is then placed in a 425F oven just long enough to firm the meringuethree or fourminutes. The meringue is an effective insulator, and in the short cooking time needed to finish

the dessert, it prevents the ice cream from melting.


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4. BOMBE

Figure 2.4 Bombe Photo by The Nibble

A combination of frozen parfait and ice cream, in a mold; the mold can be conventional

(round, oval) or an unusual shape (flower, lobster). As with a frozen souffl, fruit can be

added, and the mixture can be molded to individual portions or large molds. It is a classic

French dessert and an elegant end to a dinner. Ice cream and fruit bombes were very popular

in Victorian times; the molds were often lined with cake or biscuits. (The Nibble, 2005 )

5. FROZEN SOUFFL

A dessert that has a base, usually a cooked custard,

that is lightened with whipped cream or cooked egg

whites and then still-frozen in a souffl dish in a

conventional freezer. Fruit can be added, and the

mixture can be molded in individual ramekins or

molds or in large molds. (The Nibble, 2005)

Figure 2.5 Frozen Souffle Photo by the Nibble


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6. FROZEN CUSTARD or SOFT-SERVE ICE CREAM

Soft-serve is a frozen dessert similar to

ice cream, but served at a warmer

temperature from a machine that extrudes

the ice cream into soft, swirled peaks (see

photo at right). It is much lighter than ice

cream, lower in milk fat and and higher

in overrunup to 60% air by volume.

Frozen yogurt is also available in soft-

serve form. With both ice cream and

frozen custard, the ingredients are mixedat 21F; then the ice cream goes into a

hardening room where it becomes rock- solid at -40F. Soft ice cream leaves off

this last step. Frozen custard is perceived

as tastier because it is warmer and

doesnt numb the taste buds. What we

know today as soft serve or frozencustard and were originally regular

French ice cream or glace

(pronounced GLAHS). (The Nibble,

2005)

Figure 2.6 Frozen Custard Photo by theNibble


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7. FROZEN YOGURT

Figure 2.7 Frozen Yogurt Photo by The Nibble A dessert is made of low fat or nonfat yogurt plus sweetener, gelatin, corn syrup,

flavoring and sometimes, coloring. It is churned in an ice cream machine. Frozen yogurt is

available soft-serve and hard-packed. It both freezes and melts much more slowly than ice

cream, since yogurt has a much higher freezing and melting point than milk. The beneficial

bacteria Lactobacillus bulgaricus and Streptococcus therm ophilus are believed to be killed

when the yogurt is frozen. If you are making frozen yogurt at home, you can use nonfat

yogurt and milk in place of regular milk and yogurt in the recipes. We recommend that you

use a high quality ice cream maker to freeze these mixes, as yogurts require a longer freezing

time than ice cream. (The nibble, 2005)

The inspiration of establishing our business is come from the trend of consuming ice

cream of Thai people in nowadays. Many of Ice Cream business generate more income than

other business. Many ice cream businesses try to provide a difference product and service to

attract more customers because there are many competitors in this industry. So, to introduce

the new business in this market, we have to provide the different. Our business present about

ice cream made from cow milk. The name of our business is Tim chic ice-cream homemade

. Our product has inspiration from umm milk that is product of Farm Chokchai. Their

product made from raw milk from cows. As you can see in Lung-Chom ( ) who is direct

competitor of our business, they locate behind Chiangrai Prachanukhor hospital. Tim chic

provide ice-cream in the different style from our competitor. We offer for customer in style of

dine in shop which is popular form in the present, it is corresponding with the consumer

behavior because the consumers prefer comfortable, chill out, and dine outside home which


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Tim Chic support all of these. Moreover Tim Chic provides ice-cream in hot pot that it is

interesting, funny and easy to eat and Tim Chic offers space for dine in such as living zone,

Wi-Fi zone which appropriates. We use chic style by modern furniture but our still

concordant with the natural decorate within our shop as the result Tim Chic is different from

our competitor.

Moreover, Tim Chic provide ice-cream catering, it is a business that provides

convenience for customer who would like to have party. And our shop have a special menu is

honey toast. The honey toast is pound loaves of bread out of the four brackets came out as the

meat cutters. Then remove the butter, then baked or fried with butter. Topped with honey and

lift my laptop.

In General ( )

Figure 2.8 I-Tim Lung Chom our direct competitor condition Photo by Tai Noi Jom Son

In special (Tim Chic)Figure 2.9 The example of I-Tim Lung Choms product Photo by Tai Noi Jom Son


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Figure 2.11 Tim Chics Produce

Figure 2.10 Tim Chic condition


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About service

Nowadays service is the contribution to attract customers. Tim Chic provides

catering that the customer can select Ice cream, which they want. Our Ice cream sells at the

shop different from catering. Ice-cream is sold on catering; it is difficult to find and other

competitors do not have. Moreover our catering deals with Business Incubator of Student and

generation Y of Chiang Rai who provides the major customer for us according to cooperative

contract. We offer menu that customers can choose by themselves, it depends on the price that

we agreed.

Tim Chic is the first Ice cream in the hot pot style shop, which can dine in. It suits for

meeting area. The shop is decorated in chic modern style. There are reading books corner and

Wi-Fi service. Customers can choose Ice cream by themselves or it is called self-service. And

they can choose the package that they satisfy and fulfill a Ice cream by themselves.

In festival Tim Chic gives a discount to customers. Moreover customer can place an order via

telephone and Tim Chic and Tim Chic delivers according to the condition of distance and

price. For distance, Tim Chic delivers within 10 km. that is far from the shop. For the price,

we will deliver to customers who order more than 400 baths.

Tim Chic opened in everyday (11.00 am. 20.00 pm.) Except weekend opened (10.00 am.-

22.00 pm.)

Vision

Tim Chic is recognized as the one of leading of Ice cream caf. In Chiang Rai

according to quality of product and customer service in customers mind.

Mission

Tim Chic is the first specialized of Ice cream homemade caf in Chiang Rai. It

provides exquisite Ice cream hot pots, which are quality, product shelf life concerned with

environment friendly extraordinary packaging in Chic modern style caf being more attractive

as well as Ice cream reinforcement. Customers are also provided in self-service together with

excellent personal services including facilities and high technology offered within caf to

create the customers impressive shopping experience and also customers mind tend to


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market expansion toward other and sales. Our employees are offered in social welfare with

ethical management. The significance of management is to create its stakeholders feel happy

and funny according to Tim Chic slogan

Lets get happiness with Tim Chic

Strategy

Tim Chic is Ice creamer distributor who provides Ice cream in modern style by put in

the hot pot. Tim Chic creates and designs Ice cream by ourselves. We use strategy in 2 levels;

corporate level and functional level.


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2.3 Situation of Industry

Present trend in market of ice cream homemade in Chiang Rai is not many investor toinvest in ice cream homemade business, the most of ice cream homemade have styles andflavors similar not have new idea, new style and new flavors so that not have manycompetitors, so this is the good way to make new business about ice cream and make morechance to serve the product to customers to get the something new with high quality. Icecream homemade that important in ingredient and these things make each store is different. Inaddition we have packaging and good quality of ingredient.

Foods store in Thailand must have assurance standard for foodand drug organization or Clean Food Good Taste to guarantee. Theassurance have the effect to the consumer to make sure to using theproduct, nowadays the consumer concern about their health and ourstore need the certificate to guarantee for our product.


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2.3 Product/Service

Ice Cream Flavor, Toppings, and drinks

Milk flavor

Figure 2.12 Photo byhttp://www.tastespotting.com/detail/28186/Milk-Flavored-Ice-Cream

Banana-Coconut flavor

Figure 2.13 Photo byhttp://www.recipesexpert.com/blog/banana-coconut-ice-cream.html

Cream cheese Flavor

Figure 2.14 Photo byhttp://www.tasteofhome.com/Recipes/Cream-Cheese- Ice-Cream
http://www.tastespotting.com/detail/28186/Milk-http://www.recipesexpert.com/blog/banana-coconut-ice-cream.htmlhttp://www.recipesexpert.com/blog/banana-coconut-ice-cream.htmlhttp://www.tasteofhome.com/Recipes/Cream-Cheese-http://www.tasteofhome.com/Recipes/Cream-Cheese-http://www.tasteofhome.com/Recipes/Cream-Cheese-http://www.tasteofhome.com/Recipes/Cream-Cheese-http://www.recipesexpert.com/blog/banana-coconut-ice-cream.htmlhttp://www.recipesexpert.com/blog/banana-coconut-ice-cream.htmlhttp://www.tastespotting.com/detail/28186/Milk-


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Strawberry cheesecake flavor

Figure 2.15 Photo byhttp://tastykitchen.com/recipes/desserts/strawberry-cheesecake-ice-cream/

Eggnog flavor

Figure 2.16 Photo byhttp://trialx.org/2012/08/06/eggnog-ice-cream-yummy-looking-and-delicious-tasting/

Bubble gum flavor

Figure 2.17 Photo byhttp://www.sodahead.com/living/whats-your-favorite- ice-cream-flavor/
http://tastykitchen.com/recipes/desserts/strawberry-http://trialx.org/2012/08/06/eggnog-ice-cream-http://www.sodahead.com/living/whats-your-favorite-http://www.sodahead.com/living/whats-your-favorite-http://www.sodahead.com/living/whats-your-favorite-http://www.sodahead.com/living/whats-your-favorite-http://trialx.org/2012/08/06/eggnog-ice-cream-http://tastykitchen.com/recipes/desserts/strawberry-


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Green tea flavor

Figure 2.18 Photo byhttp://jessarae.blogspot.com/2011_05_01_archive.html

Orange Yoghurt flavor

Figure 2.19 Photo by

http://www.thehungrymouse.com/2009/03/06/orange-creamsicle-frozen-yogurt/

Apple Kiwi Sherbet flavor

Figure 2.20 Photo by http://trialx.org/2012/11/26/kiwi-sorbet-hearty-pics-and-photos/
http://jessarae.blogspot.com/2011_05_01_archive.htmlhttp://www.thehungrymouse.com/2009/03/06/orange-creamsicle-frozen-yogurt/http://trialx.org/2012/11/26/kiwi-sorbet-hearty-pics-http://trialx.org/2012/11/26/kiwi-sorbet-hearty-pics-http://trialx.org/2012/11/26/kiwi-sorbet-hearty-pics-http://www.thehungrymouse.com/2009/03/06/orange-creamsicle-frozen-yogurt/http://jessarae.blogspot.com/2011_05_01_archive.html


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Toppings - sprinkles- mini marshmallows- gummy bears- peanuts- mini M&Ms- crushed Oreos- peanut butter chips

Figure 2.21 Photo byhttp://www.spoonlickersgr.com/toppings.html

Milk shake

Figure 2.22 Photo byhttp://www.bloggang.com/mainblog.php

Honey toast

Figure 2.23 Photo by http://www.chicministry.com/categories
http://www.spoonlickersgr.com/toppings.htmlhttp://www.bloggang.com/mainblog.phphttp://www.chicministry.com/categorieshttp://www.chicministry.com/categorieshttp://www.chicministry.com/categorieshttp://www.bloggang.com/mainblog.phphttp://www.spoonlickersgr.com/toppings.html


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Conclusion

Ice Cream has a long history that first introduced in the royal dish. It was transferred

to be change by the time and difference favorite of each country even in the process of

making and flavors. Ice cream transfers to Thailand and become more popular in nowadays

because Thailand is the warm country. Ice cream can help to reduce the temperature of the

body and make the body freshly. Thats why Ice cream is popular.

We realize that ice cream will more popular because now the weather is hotter.

Thailand has hot weather and even in the cold season Thai people still consume ice cream

because although the weather is cold in the morning and evening but at the afternoon is very

hot. Its not cold whole day.

We would like to open the new business about ice cream homemade caf. This caf

provide the seat for dining and many facilities to respond for the need of trend of customer.

Nowadays, people prefer to dine out and spent their free time to meeting with their friend in

outside home. Our target group is generation Y or people who are about 15-35 years old.

These groups will spent their time with friend and prefer to sociality. So, our service will

serve for the need of guest the condition and decorate style will respond for the target group.

We would like to be the leader of ice cream caf in Chiang Rai. So we have to increase our

product and service quality and continue improve it by gathering it the feedback from our

customer and learn about our competitor. We have a strong competitor in this industry is

Lung-Chom which provide the ice cream homemade like us. So, we would like to make our

product different by serving the ice creams in the hot pot that are the first introduce in Chiang

Rai. Lets get happiness with Tim Chic


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Chapter 3

Market Feasibility Study

3.1 Market Analysis

3.1.1 General Environment Analysis

Before we start our Tim Chic ice-cream homemade Business in Chiang Rai, we need

to study about feasibility first by searching more information from Internet, and ask the

information of the local people. This information is important because it is very realistic.

After we have this information, we need to use Marketing Analysis (General Environment

Analysis) as tool, which consist of political, economy, social, environment and technology

analysis.

Political

Chiang Rai is low conflict in Political in Thailand. Many people in Chiang Rai can

live in peace because of their political fair view point and the effect of some previous

government has support many provinces in the north and northeast of Thailand by giving a lot

of welfare and fund for their budget to do everything. Many people in Chiang Rai are consists

of private employees, government employee and entrepreneur.

Reason is there are many benefits from political policy of some old government left to

local people in Chiang Rai which reflect by Chiang Rais GDP growth, good public utility

and consumer goods like OTOP which made jobless people have their own income.

Good PointThere are few political conflict can happened in Chiang Rai Province because many

politicians viewpoint almost same that cause high harmony in Chiang Rai society which makeimage of Chiang Rai Political looks good.

Bad PointWhen the conflict of politic have appear, local people will create their mob to do

something for achieve their or satisfy them which disturb our business and guests. This

problem is hard to control because of human power is very high.


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Summary of Political AnalysisTo invest Tim Chic ice-cream homemade in Chiang Rai province is a good way for

our business because there are few politic conflict which is hardly to appear in Chiang Rai

province. Chiang Rai people viewpoint are going in the same way. We need to understand

Chiang Rai people viewpoint to success in our business.

Economy

Chiang Rai is the northern province of Thailand where have many tourist attractions,

education institution which motivate many people to invest the business. We have the

information about Chiang Rai people revenue has increase each year pass which support the

Good GDP growth of Chiang Rai Province, so it prove us that Economy stability of Chiang

Rai province is good for invest our business. The following reason supports to invest sports

complex in Chiang Rai.

Reason is the good information that reflects about Chiang Rai GDP and politician

revenue average has proved that many local people have their buying power enough to enjoy

their good product and service. So there are many business owner are interest to invest their

business in Chiang Rai area.

Good PointThere are a lot of circulate money in this district from many business relate to

education, entertainment, health, tourist and other business. We have the opportunities to run

our Tim Chic ice-cream homemade smoothly and profitable. Good economies will good for

everything.

Bad PointThere are high competitive in many business in Chiang Rai Province because of good

status of economic like GDP and high politicians revenue average. To run our Tim Chic ice-

cream homemade, we must provide good price, promotion, service.

Summary of Economic AnalysisChiang Rai Province is the big city where has it good status of economic that reflect

by high GDP and Politician revenue average while there are many business have their high

competitive too. To sell good product or service is not good enough to match with this area.

We need to provide Idea and creative to adapt in our business to attract customer.


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Social

Chiang Rai Province located in the northern of Thailand. The culture in Chiang Rai is

Lanna culture which has its characteristic on speaking language, costume, belief, and lifestyle.

We can call Chiang Rai Countryside Social even Chiang Rai is Boom and develop with a lotof building in its downtown. There is much kind of people live in Chiang Rai like 24hinese,

hill tribe, and local people that cause Chiang Rai social has variety. Today Chiang Rai Social

is more various because many people want to live in Chiang Rai with their own reasons that

reflect on the increase of Muslim in Mae Sai, Southern People, Rich people from another part

of Thailand and Foreigners who married with Thai people. Many people who come to visit

Chiang Rai have the chance to see The Lanna society. There is some reasons support Chiang

Rai to be good location for running business.

First, Social in Chiang Rai province is various because of there are many people live

in Chiang Rai. Business owners have to concern about consumer culture lifestyle and

behavior majority to enter Chiang Rai market on their business goal.

Second, the social of Chiang Rai has low conflict inside because Chiang Rai is a

famous one in the northern of Thailand. Many business owners concentrate on their business

more than eliminate their competitors like another province in another part of Thailand. So

many new business owners can feel peace and friendly from many people in Chiang Rai.

Good Point

There are many kind of customer in many generations in Chiang Rai which cause of

variety in Chiang Rai. Lanna people behaviors well known as they are friendly that increase

the good image of Chiang Rai.

Bad Point

Even there is much kind of people in Chiang Rai with good growth rate of revenue

average, The competitive still high in many business circles while the price of land still

growth and expensive like many big cities in Thailand. To invest in this land, we must

provide a lot of money and more creative ideas.


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Summary of Social

Chiang Rai original Social is Lanna Social: many people who live in Chiang Rai

province are local people. In today, the development has come to Chiang Rai with many

people from other province of Thailand that makes Chiang Rai Social growth with economy.

If we want to enter market smoothly, we must concern about consumer analysis deeply.

Environment Analysis

Chiang Rai Province is the big area which has many kind of atmosphere where attract

people to live, trade, tour and learn. Environment of Chiang Rai Province weather is not too

bad. It doesnt have high pollution like the big city like Chiang Mai and Bangkok. Chiang Rai

province is good area one to run the business because of its weather quite good, Itstemperature is cool in the night and not too hot in the day which is better than other province

in Thailand. According to Chiang Rai Corporation (2009), This destination is the average

temperature throughout the year (2552) at 24.8 degrees Celsius. The maximum temperature is

37.5 degrees celsius, the lowest temperature at 8.7 degrees celsius (p.6). But the current

climate has changed quite a lot as a result, the climate of Chiang Rai. Which includes the City

of London has changed as well the shorter winter. The summers are long lasting even more

during the month of April. According to Chiang Rai Corporation (2009), Summer of ChiangRai from February May. Average temperature of 27.3 degrees Celsius, the maximum

temperature is 37.5 degrees celsius (p.6). So if we locate Tim Chic ice-cream homemade

here. This point of environment can support us and our customer a lot to enjoy in our shop for

long time.

Good pointChiang Rai provinces environment support our business with many factors such as it

business characteristics, good weather, good topography and tourist attractions especially the

scatter area of ice-cream business that let we gain high advantage of our Tim Chic ice-cream

homemade.

Bad pointWe have to concern Chiang Rai pollution from dust which comes from traffic jam,

raining in the long period in rainy season, and smoke from farmer who burn some plant after

they finish harvesting seasons


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Summary of EnvironmentChiang Rai province has a good environment because there are a lot of ecosystems to

produce oxygen around the area. The weather of Chiang Rai has a lot of hot day long time

once a year in everyday even we have to get hard work or serious with something from

human and environment, but it is not bad at all for our shop.

Technology

Technology in Chiang Rai province always improve following from consumer

demand and Technology news. New items always import to Bangkok first before distribute to

another province beside some business owner in other province has order by them self

specially. In control of our Tim Chic ice-cream homemade, we have our policy to provide

enjoy and good flavor to attract our customer. Our competitor always do this too because

there are a lot of new item in shopping mall in many big cities even Chiang rai province have

too but not high quality like another famous big cities like Chiang Mai and Bangkok and we

decide to select this area because of following reasons.

Good PointNowadays we will see that the light food business is become more popular such as

coffee shop, bakery shop and ice cream shop. Ice cream shop has a few competitors when

compare with coffee shop and bakery shop. Especially, Ice cream home made that are become

more popular in a few years. So, Ice cream homemade is the best way best business when

consider to the factors even in product style, producing process, channel of selling, creating

brand, cost of investment, and market share. In nowadays, market of Ice cream homemade is

growing not less than 40% per year or has a market value about 1635 million Baht with 30

percent of the total market value of premium ice cream. (Expected market capitalization of

approximately 5,450 million Baht)( Kasikorn Thai Research Center., 2012), because of the

several flavor and the form of ice cream that are unique and not quite expensive. It uses the

quality raw material. Also, the investment not spent quite much money.

Bad PointThere are a limited of brand name that not become more well know to consumers. Also,

the amount of branches and amount of outcome are not enough for the need of consumer.


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Summary of Technology AnalysisTechnology in Chiang Rai province is improving follow market news and customer

trends. Many business owners import their high technology items to use in their business from

big city and we have a chance to learn about customer demand though technology from other

sport business nearby while collecting competitive information to make our plan and strategy

for encourage incoming risk.

3.1.2 Competition Analysis (3C Analysis)

Competitor Analysis

In Chiang Rai has no ice cream homemade too much, if there have the same form such

as same flavor, same utensil or same decorate. Our shop has something different from other

shop, have new some flavor and use hot pot to be utensil.

Tim chic ice cream homemade has located on the way to go to Khua Phaya Mang Rai

or The Bridge over the Mae Kok River (new one) in Chiang Rai. The way to go there is

attractive to visit because have restaurant and bar and restaurant with chill out style and his is

a new bridge and connection with all avenue in Chiang Rai so, this area has no ice cream shop

we will be present Tim chic ice cream homemade.

However, our direct competitors are Luong Chom ice cream (located by Prachanukroh

hospital) and Happy plus (front of Mae Fah Luang University) both of shop have ice cream

homemade. First place is Luong Chom ice cream (located by Prachanukroh hospital) there is

no flavor and topping too much, no Wi-Fi zone, have nature atmosphere and second place is

Happy plus (front of Mae Fah Luang University) there is no flavor and topping too much,

have some cake, shop is small is not enough for customers. It is better to have both of

advantage at one as Tim chic ice cream homemade.

Customer Analysis Our customers are generation Y (15-35 years old) and it can be classified into 3

groups it depends on the factors that use to group of customer.

- Student is the first one we focus on target segmentation. They like to have something

new and like to chat and enjoyed with their friends or find the place to reading book to

prepare their self for examination, then our shop have to serve new flavor and new services.

Our shop have price for student can buy it.


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- Working people this group is very easy going and has high income because they have

their job. They behavior looks like teenage group but they care about service more than

student. They have higher expectation as they pay their money higher for high services, so we

have Wi-Fi zone to provide for this group.

- Tourist is not stable to get profit from this group because Chiang Rai have more tourist

in winter season and summer season is not have too much, so this group want to relax and

take a photo then our shop have decorating for take a photo.

- Other is always customers comes to our shop because it has located on the way to go

to Khua Phaya Mang Rai or The bridge over the Mae Kok river (new one) in Chiang Rai.

Competitive Analysis

Tim chic ice cream homemade has different from other shop. It has new things to prefer

to customers such as new flavor, new utensil and have area to take a photo. In Chiang Rai no

have this ice cream style, so this is interesting for customers.

3.2 STP Analysis

3.2.1SegmentationWe considerate to use Demography and lifestyle segmentation to separate targeting

into 5 sample groups. The local Chiang Rai community (general public, etc.), tourist who visit

the city, downtown business workers, student and irregularly customer.

3.2.2Target Market

Figure 3.1

Target Market The local chiangrai communityTourist

Business workers

Student

Irregularly


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We divided group of customer into 5 groups, the local Chiang Rai community, tourist

who visit the city, downtown business workers, student and irregularly customer. This chart

shows about target market of us, because student and the local community have easy to

introduce for sale and have many people more than other group.

We focus on the group of student more than other group because of the amount of

student on this location. Student prefers to join the ice cream more than other and the price is

suitable for the buying power. There are 4 school closely to our ice cream shop; Chiang Rai

Wittayakhom, Dumrong Rassongcroh Chiand Rai, Samakkee Wittayakhom Chiang Rai, and

Chiang Rai international Shool.

Chiang Rai Wittayakhom Shool. In 2012, there are 2,795 students; women 1,405

students and men 1,390 students. Only for the high school there are 1,544 students as follow

information. (Chiang Rai Wittayakhom Shool, 2012)

Level Number of classrooms Number of students

Total Men Women

Grade 7 5 132 86 218 Grade 8 5 110 107 217 Grade 9 5 87 86 173

Total 15 329 279 608

Table 3.1 Number of lower secondary schools student

Level Number of classrooms Number of student

Total Men Women

Grade 10 7 172 153 325 Grade 11 7 144 212 356 Grade 12 7 120 135 255

Total 21 436 500 936

Table 3.2 Number of upper secondary schools Student

Samakkee Witthayakhom Shool. It is the high school grade 7- Grade 12. There are

4,000 Students. The area of school about 50 acres, 13 building, 90 classrooms, and the

operation room 40 rooms. (Samakkee Withayakhom School, 2012)

Dumrong Ratsongcroh there is about 13 acres of the whole area and it is the high

school grade 7- Grade 12. In each level have 12 class room and the total of classrooms are 72

classrooms. There are student about 2,981 people and Teacher 130 people.(Dumrong Rassong

croh School, 2012)


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Chiang Rai International School, they are now taking admissions for Nursery to Grade

9, with the additional Grade 10-12 being introduced each following year. (Chiang Rai

International School, 2012)

The second group that we focus to is Tourists because in Chiang Rai is developing to

develop the border economic in many area as know GRAETER MAEKHONG SUBREGION

or GMS to support the trade cooperation between countries in the Maekhong region.( (GMS

data, 2010) So, GMS can help to increase more travelers come to visit Chiang Rai. according

to the research of Chiand rai immigration (2009) show that travelers both Thai and foreigners

come to visited Chiang rai through the Chiang Rai Immigration about 1,680,248 people a

years and tend to increase in every year.(Statistic of Getting into the Kingdom of personnel

and vehicles, Department of tourism, 2009 ) as show following

Figure 3.2 Estimate number of tourists and Income of Chiang Rai 2009(Department of Tourism, 2010)

Figure 3.3 The Statistics of traveling inbound-outbound at the border of Mae Sai 2010(Department of tourism, 2010)

01,000,0002,000,0003,000,0004,000,0005,000,000

I n b o u n

d

O u t b o u n

d

I n b o u n

d

O u t b o u n

d

I n b o u n

d

O u t b o u n

d

Thai Mynmar Foreigners

2,490,744

4,972,660

179,782 170,054 39,172 39,191

Thai Inbound Thai Outbound Mynmar Inbound

Mynmar Outbound Foreigners Inbound Foreigners Outbound

30%

70%

Income from tourismUnit : Percent

Foreigner

Thai 0

500000

1000000

1500000

Thai foreigners

Peoples

Visitors

Number of VisitorsUnit: People

Thai

foreigners


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Figure 3.4 The Statistics of traveling inbound-outbound at the border of Chiang Saen2010 (Department of tourism, 2010)

Figure 3.5 The Statistics of traveling inbound-outbound at the border of Chiang Khong2010 (Department of tourism, 2010)

0500

1,0001,500

2,0002,500

3,000

I n b o u n

d

O u t b o u n

d

I n b o u n

d

O u t b o u n

d

I n b o u n

d

O u t b o u n

d

I n b o u n

d

O u t b o u n

d

Thai(Borderpass) Mynmar Thai(Passport) Foreigners

9471,444

2,671 2,584

124 43260 170

Thai(Borderpass) Inbound Thai(Borderpass) Outbound Mynmar Inbound

Mynmar Outbound Thai(Passport) Inbound Thai(Passport) Outbound

Foreigners Inbound Foreigners Outbound

02,0004,0006,0008,000

I n b o u n

d

O u t b o u n

d

I n b o u n

d

O u t b o u n

d

I n b o u n

d

O u t b o u n

d

I n b o u n

d

O u t b o u n

d

Thai(Borderpass)Mynmar(Borderpass)Thai(Passport)Foreigners(Passport)

1,863 1,887 1,695 1,677 3,2703,599 4,953

7,366

Thai(Borderpass) Inbound Thai(Borderpass) Outbound

Mynmar(Borderpass) Inbound Mynmar(Borderpass) Outbound

Thai(Passport) Inbound Thai(Passport) OutboundForeigners(Passport) Inbound Foreigners(Passport) Outbound


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The information above mean that there are many travelers came to visited Thailand

and tend to increase in every year, so, our shop can be the point rest for car and traveler

because we located in sub road that link to the urban to avoid the traffic jam in the main road

and also link to many famous area in Chiang Rai such as Chiang Rai Memorial clock Tower

and night barza. According to to research of Payao University (2011) at The most impression

place in Chiang Rai is Chiang Rai Memorial clock Tower 67.5% and the other one is Doi

Tung 50.1%. So, the easy way to come from Clock tower to Doi Tung without the long

waiting of traffic jam is the road that passes our caf and they may visit us.

3.2.3PositioningTim Chick Ice-cream homemade is located on the way to go to Khua Phaya

Mang Rai or The Bridge over the Mae Kok river (new one bridge) in Chiang Rai. Our shop

has homemade and regional style. We will present our shop with chill out style that feeling

regional of Chiang Rai. Tim chic ice cream homemade has different from other shop. It has

new things to prefer to customers such as new flavor, have area to take a photo, served ice-

cream in exotic container.

3.3 Marketing Mix Strategy

Product

We provide service in the Ice Cream Flavor such as milk flavor, Banana-Coconut

flavor, Cream cheese Flavor, Strawberry cheesecake flavor, Eggnog flavor, Green Mangoes

with Sweet fish sauce flavor, Bubble gum flavor, Green tea flavor Orange Yoghurt flavor and

Apple Kiwi Sherbet flavor. Toppings on ice cream are sprinkles, mini marshmallows,

gummy bears, peanuts, mini M&Ms, crushed Oreos and peanut butter chips and the last one

are drink for example milk shake served with honey toast for a customer favorite. Our

products are sold together, and we also appreciate the relaxed atmosphere for customers and

less expensive to purchase as appropriate.

Price

We set the price that for everyone can afford a market because of its ice cream. We are

going to explore for its competitors because it has many ice cream shops opened in the same

area.


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Place

Our stores are in the area of education and tourist areas, and we plan to expand into

other areas that around outside to provide consumers with easy convenient access to

transportation.

Promotion

Technology as the larger society in our lives if they told us the name and to the other

and said that would be good to follow the next plan is to promote the internet. We create web

sites, blogs and let everyone know about our history, revenue, and we will update our post

when we get to everyone.

3.4 Sales Forecast/Profit Estimation

Year 1January

Table 3.3February

Table 3.4


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March

Table 3.5

April

Table 3.6

May

Table 3.7

June

Table 3.8


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July

Table 3.9

August

Table 3.10

September

Table 3.11

October

Table 3.12


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November

Table 3.13

December

Table 3.14


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Year 2January

Table 3.15

February

Table 3.16

March

Table 3.17

April

Table 3.18


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May

Table 3.19

June

Table 3.20

July

Table 3.21

August

Table 3.22


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September

Table 3.23

October

Table 3.24

November

Table 3.25

December

Table 3.26


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Year 3

January

Table 3.27

February

Table 3.28

March

Table 3.29


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April

Table 3.30

May

Table 3.31

June

Table 3.32


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July

Table 3.33

August

Table 3.34

September

Table 3.35


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October

Table 3.36

November

Table 3.37

December

Table 3.38


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Year 4

January

Table 3.39

February

Table 3.40

March

Table 3.41


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April

Table 3.42

May

Table 3.43

June

Table 3.44


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July

Table 3.45

August

Table 3.46

September

Table 3.47


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October

Table 3.48

November

Table 3.49

December

Table 3.50


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Year 5

January

Table 3.51

February

Table 3.52

March

Table 3.53


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April

Table 3.54

May

Table 3.55

June

Table 3.56


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July

Table 3.57

August

Table 3.58

September

Table 3.59


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October

Table 3.60

November

Table 3.61

December

Table 3.62


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Total Sale for Sale forecast

Table 3.63


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3.5 Marketing Expenses (Sales Incentive)

Year 1

Table 3.64

Year 2

Table 3.65

Year 3

Table 3.66


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Year 4

Table 3.67

Year 5

Table 3.68

3.6 Conclusion

From the sales forecast of our business, in the summer period is March to May that ithigh period sales in every year because this period is a high demand of customer who travel inNorthern of Chiang Rai and therefore it make increase income to our business.

Tim Chic is a small business that provides Ice cream and beverages. We use allmarketing strategies to promote the shop be well known and to target specific groups, and use

it as a machine to gain most profit as we can. Thus, marketing strategies is an important onefor our business that help us to make customer satisfy our product and for forecast thepotential profit to maximize it and for reduce cost.


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Chapter 4

Investment Cost

4.1 Cost of Investment

4.1.1 Pre-Operating Cost

Pre-Operating Cost

Land reclamation cost 150,000

Design layout cost 20,000

Billboard tax 850

Registered company cost 10,000

Billboard cost 15,500

Total pre-operating cost 196,350

Table 4.1

4.1.2 Investment Cost

Investment cost

Product Description Price Unit Total

Land 870,000 1 870,000

Air condition 13,300 3 39,900

Car 507,000 1 507,000

Computer 17,350 1 17,350

INFARSTRUCTURE

Tim Chic Shop Building 1,250,000 1 1,250,000

Glass-Aluminums 50,000 1 50,000

Car Park 80,000 1 80,000

Total of Infrastructures 1,380,000 3 1,380,000

EQIUPMENT

Armchairs Holmby 1,490 4 5,960


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Armchairs Ransta 1,890 6 11,340

Beside table 499 3 1,497

Sofa Ressebo 2/seats 2,990 2 5,980

Table Bistra 6,000 5 18,000

Chairs Bune 1,000 6 6,000

Table & Chairs 4/seats 17,490 1 17,490

Exhuast Fan 1,220 3 3,660

POS SET 12,500 1 12,500

Furry Carpets 399 3 1,197Scatter Cushion Flowers 249 6 1,494

Scatter Cushion 299 4 1,196

Floor Lamp 859 5 4,295

Wall Lamp 699 5 3,495

Tablecloth 199 8 1,592

Trays 159 1 159

Basin 3,990 2 7,980

Shelves Adjust needed 1,990 2 3,980

Mirror 1,290 2 2,580

Wall Lamp in rest room 2,390 2 4,780

Tissue Roll 299 2 598

Bins 89 4 356

Bottle Soap 139 2 278

Mop 950 2 1,900

Toilet Flush 4,050 2 8,100

Shower Spray 600 2 1,200

White Bidet 1,050 2 2,100


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Total of Equipments 64,779 87 129,707

MACHINE & TOOLS

Ice cream making machine 40,000 1 40,000

Counter Freezer 42,500 1 42,500

Ice cream Showcase 30,500 1 30,500

Mlik Powder 4,100 1 4,100

Ice cream Scoop 490 3 1,470

Tray 450 10 4,500

Ice cream powder 990 3 2,970Hot Pot 120 10 1,200

Glucose Powder 320 3 960

Emulsifier 550 2 1,100

Stabilizer Ice Cream 530 1 530

Total of Machines & Tools 120,550 36 129,830

Total Fix Asset 1,565,329 126 1,639,537

Table 4.2

4.1.3 Building

Figure 4.1 Figure 4.2

http://www.spring4sims.com/2009/12/scoops-ice-cream-parlor-by-sunni-sims/


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4.1.4 Location

Figure 4.3

4.1.5 Facility Layout

INFARSTRUCTURE

- Tim Chic shop Price: 1,250,000 Baht.

Figure 4.4 Photo by :http://ktaluminium.com/
http://ktaluminium.com/http://ktaluminium.com/http://ktaluminium.com/


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- Glass Aluminum Price: 50,000 Baht.

Figure 4.5 Photo by:http://ktaluminium.com/

- Car Toyota STD 2.5J Price: 507,000 Baht.

Figure 4.6 Photo by:https://www.google.co.th/search?hl=th&site=imghp&tbm
http://ktaluminium.com/http://ktaluminium.com/https://www.google.co.th/search?hl=th&site=imghp&tbmhttps://www.google.co.th/search?hl=th&site=imghp&tbmhttps://www.google.co.th/search?hl=th&site=imghp&tbmhttp://ktaluminium.com/


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-Car Park Price: 80,000

Figure 4.7 Photo by;http://www.homedecorthai.com/articles/Suggest_alternatives_improve_build_garage.-

79-490.html

We will set for standard size for our car parking; it can park total 3cars in car parking.We will use metal sheet for car parking roof, and using normal steel towers. About standardsize for 1car, parking is (W) 3m and (H) 6m.

Pattern of store building Structure

Figure 4.8


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Pattern inside of store

First Floor

Figure 4.9

4.1.6 Machine/Tools/ Equipments

Equipments- Armchair Holmby Natural Color. Price: 1,490 Baht.

Figure 4.10 Photo by:http://www.ikea.com/
http://www.ikea.com/http://www.ikea.com/http://www.ikea.com/


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- Armchair Ransta Natural Color Price: 1,890 Baht.


- Sofa Ressebo 2 seats Price: 2,990 Baht.


- Beside table Price: 499 Baht.

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- Table Bistra Price: 6,000


- Chair Bune Price: 1,000 Baht.


- Table & Chair for 4 seats Price: 17,490 Baht

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- All in one ACER Aspire Z1620-214G1T20Mi/T002 Price: 17,350 Baht.

Figure 4.17 Photo by:http://www.modernsave.com/showproduct

- POS SET Price: 12,500 Bath.

Figure 4.18 Photo by:http://www.modernsave.com/showproduct

-Air-Condition Sumsung AS-13UGPN Price: 13,300 Baht.

Figure 4.19 Photo by: http://air-samsung.blogspot.com/2011/07/as-13ugpn.html
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- Exhaust fan 12 Mitsubishi EX-30SH3T 1160 m3/hr Price: 1,220 Baht.

Figure 4.20 Photo by: http://www.priceza.com/

- Floor Lamp (IKEA) Price: 859 Baht.

Figure 4.21 Photo by: www.ikea.com

- Wall Lamp (IKEA) Price: 699 Baht.

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- Furry Carpet Price: 399


- Scatter cushions Price: 249 Baht.


- Scatter cushions Price: 299 Baht.

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- Tablecloth Price: 199 Baht.


- Tray Price: 159 Baht./ per 1 set


REST ROOM

- Basin HELWAGEN (IKEA) Price: 3,990 Baht.



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- Shelves adjust as needed (IKEA) Price: 1,990 Baht.


-Mirror Acne E. Brand Price: 1,290 Baht.


-Wall Lamp in Rest Room Price: 2,390 Baht.



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-The tissue rolls Price: 299 Baht.


-Bins with lids. Price: 89 Baht.

Figure 4.33 Photo by:www.ikea.com

-Bottle Soap Dispenser Price: 139 Baht.

Figure 4.34 Photo by:www.ikea.com
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- Mop Price: 950 Baht.

Figure 4.35 Photo by: http://www.boonthavorn.com/bathroom/product

- Toilet flush valve NEWLINEAR white. AMERICAN STANDARDPrice: 4,050 Baht


-Shower spray CT-998#WH(HM) White Price: 600 Baht.

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-Venus White bidet. Price: 1,050 Baht.


Machines & Tools

- Ice cream making machine (NEMOX) 26 Kk. 2500 W. Price: 40,000 Baht.

Figure 4.39 Photo by: http://www.bunystar.com/
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- Cool Star Counter freezer. 120x75x85cm 2 doors CT-120C Price: 42,500


- Ice cream Showcase 11 trays. 310x702x1165 mm (-18c -22c) Price: 30,500 Baht.


- Hot Pot Price: 120 Baht.


- Ice Cream Scoop Price: 490
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Figure 4.43 Photo by: www.clubsweety.com/machines_list.php?id=1

- Ice Cream Tray Price: 450 Baht.

Figure 4.44 Photo by:www.clubsweety.com/machines_list.php?id=1

- Ice cream powder (Vicky Brand) 5 Kk. Price: 990 Baht.


- Milk Powder Price: 4,100 Baht.
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- Glucose powder 5 Kk. Price: 320 Baht.


- Emulsifier 500 k. Price: 550 Baht.


- Stabilizer Ice cream Premium 500 k. Price: 530 Baht.
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4.2 Depreciation

Year 1

Table 4.3
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Year 2

Table 4.4

Year 3

Table 4.5


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Year 4

Table 4.6

Year 5

Table 4.7


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4.3 Conclusion

Transportation is another factor important to the business because parts of satisfactions customer depend on shipping to the customer. Our businesses have logisticplanning to focus on environment and safety. Good business must have Corporate SocialResponsibility that make the business move forwards. Responsibility to environment is howwe save energy usage and depend on air pollution. Safety in our business is shipping to thecustomer to be safe and makes customer satisfaction.

Our business concern about information technology to make the convenient forcustomer. Tim chic have located close to community and centre of Chiang Rai that make thecustomer want to have convenient machine to helps so, our business must have cleaning andmaintenance equipment together. All customers have got service and convenient to be equal.


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Chapter 5

Production and Operation Analysis

5.1 Product Characteristics (in Detail)

Tim Chic is Ice creamer distributor who provides Ice cream in modern style by put inthe hot pot. Tim Chic creates and designs Ice cream by ourselves. We set the a lot of specialIce cream for you;

5.1.1 Milk flavor

5.1.2 Banana-Coconut flavor

5.1.3 Cream cheese Flavor

5.1.4 Strawberry cheesecake flavor

5.1.5 Eggnog flavor

5.1.6 Bubble gum flavor

5.1.7 Green tea flavor

5.1.8 Orange Yoghurt flavor

5.1.9 Apple Kiwi Sherbet flavor

5.1.10 Milk shake

5.1.11 Honey toast


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11. Milk flavor

Figure 5.1 Photo by http://bravetart.com/blog/IceCreamSocial

Ingredient

1. Full Cream (non pasteurized)

2. Milk 1 L.

3. Condensed Milk 1 can

4. Sugar 1.5 cups

5. Roasted Pistachio Nuts 20 grams (It doesn't have to be pistachio though; you can also addyour own dry fruits, for example: walnuts, or none at all) (Pounded to a coarse powder)

6. Nutmeg powder 1/2 a teaspoon

1 http://www.wikihow.com/Make-Kulfi-(Indian-Milk-Icecream)


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22. Banana-Coconut flavor

Figure 5.2 Photo by http://goodkarmaliving.blogspot.com/2009/12/banana-coconut-ice-cream.html

Ingredient

1. 2 medium bananas

2. 1 tablespoon almond butter

3. 100 mL coconut milk

4. 4 ice cubes

5. A few squares of dark chocolate, chopped

2 http://lilsnowflakes.wordpress.com/2012/02/20/recipe-banana-coconut-milk-ice-cream/
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33. Cream cheese Flavor

Figure 5.3 Photo by http://angsarap.net/2012/11/02/cheese-ice-cream/ Ingredient

1. 2-1/2 cups half-and-half cream

2. 1 cup milk

3. 1-1/4 cups sugar

4. 2 eggs, lightly beaten

5. 12 ounces cream cheese, cubed

6. 1 tablespoon lemon juice

7. 1 teaspoon vanilla extract

3 http://www.tasteofhome.com/Recipes/Cream-Cheese-Ice-Cream


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44. Strawberry cheesecake flavor

Figure 5.4 Photo by http://therepressedpastrychef.com/2008/08/12/strawberry-cheesecake-ice-cream-twd-sorta/

Ingredient

1. 1/2 cup spiced cookie butter or spread

2. 8 ounces strawberries, washed, hulled, and cut into large dice

3. 1 cup granulated sugar

4. 1 1/2 teaspoons finely grated lemon zest (from about 1 medium lemon)

5. 1 tablespoon plus 1 1/2 teaspoons freshly squeezed lemon juice (from about 2 mediumlemons)

6. 1 cup whole milk

7. 8 ounces cream cheese

4

http://www.chow.com/recipes/30412-strawberry-cheesecake-ice-cream


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55. Eggnog flavor

Figure 5.5 Photo by http://neo-homesteading.blogspot.com/2010/11/eggnog-ice-cream.html

Ingredient

1. 2 cups heavy whipping cream

2. 1 cup milk

3. 4 whole cloves

4. 1 teaspoon grated nutmeg

5. 1/4 teaspoon cinnamon

6. Pinch salt

7. 2/3 cup white, granulated sugar

8. 6 egg yolks

9. 1 teaspoon vanilla extract

10. 2 Tbsp rum, bourbon, or brandy

5 http://www.simplyrecipes.com/recipes/eggnog_ice_cream/


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66. Bubble gum flavor

Figure 5.6 Photo by http://baking4six.wordpress.com/2012/06/11/bubble-gum-ice-cream/

Ingredient

1. 2 cups heavy cream

2. 1 cup whole milk

3. Large saucepan

4. Colander

5. Two bowls

6. 5 eggs

7. 2/3 cups sugar

8. Ice cream maker

6 http://www.ehow.com/how_2189843_make-bubble-gum-ice-cream.html


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77. Green tea flavor

Figure 5.7 Photo byhttp://japanesefood.about.com/od/japanesedessertsweet/r/greenteaice.htm

Ingredient

1. 3/4 cup milk

2. 2 egg yolks

3. 5 Tbsp sugar

4. 3/4 cup heavy cream, whipped

5. 1 Tbsp matcha green tea powder

6. 3 Tbsp hot water

7 http://japanesefood.about.com/od/japanesedessertsweet/r/greenteaice.htm


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8. Orange Yoghurt flavor

Figure 5.8 Photo by http://londoncallingdavid.blogspot.com/2012/10/launceston-place.html

Ingredient

1. 4 medium oranges

2. 2 cups plain low-fat yogurt

3. 1/2 cup of orange juice

8http://www.ehow.com/how_8410588_make-orange-yogurt.html


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9. Apple Kiwi Sherbet flavor

Figure 5.9 Photo by http://www.yummly.com/recipe/Kiwi-Sorbet-Epicurious-54342?columns=4&position=4/19

Ingredient

1. 1 cup sugar

2. 1 cups water

3. Juice of lemon

4. 5 fresh kiwis, peeled

9 http://www.netplaces.com/ice-cream-gelato-frozen-desserts/sorbet/kiwi-sorbet.htm


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10. Milk shake

Figure 5.10 Photo by http://cuminandcardamom.blogspot.com/2011/05/homemade-banana-milkshake-with-nilla.html

Ingredient

1. 1 c. cold milk

2. 4 large scoops vanilla ice cream

3. Blenders

4. 1 tbsp. vanilla extract

5. Drinking glasses

10

http://www.ehow.com/how_4607_make-milk-chocolate.html


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11. Honey toast

Figure 5.11 http://tatavarisara.deviantart.com/art/Shibuya-Honey-Toast-260951459Ingredient

1. Small 1/2 loaf of white bread (unsliced if available), preferably from an Asian bakery oruse thick Hawaiian style bread

2. 2 tbsp butter

3. Honey

4. 1-2 scoops of vanilla ice cream

11 http://suite101.com/article/honey-toast-with-vanilla-ice-cream-a171441
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5.2 Specification, Feathers, Dimension, Life Time

5.2.1 Ice cream homemade

- Ice cream homemade no preservative there is shot time. But we will make ice

cream days per day, not overnight to give customers confidence in the qualityof the fresh and new product.


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5.3Production/Services Process 1 1Milk flavor

Figure 5.12 Photo byhttp://www.tastespotting.com/detail/28186/Milk-Flavored-Ice-Cream

Direction

1. Boil Milk and keep stirring so that it does not boil over.2. When the Milk is boiling, slowly add in some condensed milk.3. Know that as the milk thickens some more add the sugar.4. Once all the sugar has dissolved the milk becomes watery again. Therefore boil some

more.5. Add the roasted pistachio and the nutmeg powder.6. Once it is thick, the consistency should be a little less thick than the condensed milk

you have added, take it off the heat.7. Pour into the ice mold and refrigerate.8. Wait until after half-an-hour, open up the ice-cream mold and stir all the contents up

once more, so that no icicles form.9. Freeze again.10. Serve: remove from the ice cream mold and serve.

1

http://www.wikihow.com/Make-Kulfi-(Indian-Milk-Icecream)
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2 2 Banana-Coconut flavor

Figure 5.13 Photo byhttp://www.recipesexpert.com/blog/banana-coconutice-cream.html

Direction

1. Slice bananas and place in freezer for an hour until frozen, or overnight. Place frozen

bananas, coconut milk, almond butter and ice cubes in food processor or blender (I

used a Vitamix, of course). Blend until smooth. Top with chocolate. 2. This recipe makes 2 large servings. You will be so surprised how creamy the bananas

get in the blender. You wont believe that this ice cream is dairy free! I used greenish

bananas, and the ice cream did not have a strong banana flavor. I think I like this

recipe even more than my previou s coconut milk ice cream recipe It is a bit lighter,

more refreshing, and not quite as rich.

2 http://lilsnowflakes.wordpress.com/2012/02/20/recipe-banana-coconut-milk-ice-cream/
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3 3 Cream cheese Flavor

Figure 5.14 Photo byhttp://www.tasteofhome.com/Recipes/Cream-Cheese-Ice-Cream

Direction

1. In a large saucepan, heat the cream and milk to 175; stir in sugar until dissolved.

Whisk a small amount of hot mixture into the eggs. Return all to the pan, whisking

constantly. Cook and stir over low heat until mixture reaches at least 160 and coats

the b

section2, seat5 ,”tim chic” ice cream hot pot

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