All About Sweet  

 

Preface

This business project feasibility conducted to perform small and medium-business

enterprises for proposed by use in operation system and find Co-investment in business;

which interest in food business of dessert and develop product to meet the demand of health

care of customer. For this report of project present information that investor should be know

about operator in business of Thai dessert category as well as introduction, industry profile,

market feasibility study, technical feasibility study, financial analysis, risk management, and

summary of project. This report tell about problem analysis and resolvable include of

recommendations benefit for investors to invest sweet dessert hope to this business project

can be build confidence and create better profit return for the investor.

Team prepared hope that this issue business plan all about sweet company will

advantage with the people interest in business food group kind of dessert for the way in

decision making business.

Team Prepared

Infinity Team

All about Sweet Company

Feb, 10, 2011

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Excusive Summary

Nowadays, the rate of consumption in Thai dessert is increasing in Thailand.

Now healthy trend is occurring and the customer has less choice of Thai dessert too low

calories – high calcium which is very popular so Thai dessert is an interesting business so

Thai dessert business is more interesting. From the researching the product; All About Sweet

product ides to meet the need of consumer with different needs and all products of the

company is making a difference by selecting high quality raw material. All about sweet shop

is set up Bangkae area at Bangkok near department store and community. The reason for set

up in Bangkok because of after search for information found research in year 2009 of

National Statistical Office showed that households in this Bangkok area earned on average

37,732 baht per month. The shop and manufacturer are in near together for convenience to

logistics. The industry of Thai dessert is growing continuous and the new trend of dessert is

gaining a popularity ingredient that is more beneficial to health the product. Our company

must be increase channel distribution and concentrate process for increase quality product’s

develop and flavor product for accept trend of customer. . So build acknowledge and

confidence to customer not less than 20 % in year 2011, want net profit rate of circulation

increase not less than 5% per year and want market share of freeze dessert 10 % in year 2011.

In the expected the enlarge product line to 2-3 line in year 2014 and enlarge distribution

channel in year 2014. The company has strategy in business for aim at successful in

organization follow as corporate strategy, business strategy, competitive Advantage and

functional Level Strategy and analyze the market by using PEST analysis, competition by

using 3C analysis SWOT analysis and five forces model. Therefore our company has both the

direct competitors and indirect competitors. All about sweet company consider in external

and internal of our company that external risk are competition in the market However the

market size business rapid growth all the time in 5 years by rate 30% per year by using STP

analysis. The company has two ways are sale in our shop and distributer. Distributers,

customer can buy our product at the 7-11 in over Bangkok. the reason that All About Sweet

choose 7-11 (seven – eleven) are can provide tasty, exquisitely, clean, and high quality of

Thai dessert within time that we specify and has branch around country. All About Sweet

concerns more about customers satisfy so we try to find the options which enhance customers

satisfy. . In addition, we give precedence about employees within our organization because if

we have a good person to work in a right position, the business can reach to achievement.

All About Sweet  

 

There are many cost of investment to do business: All About Sweet borrow money

25,000,000 Baht, interest rate is 11% per year which referent from The Siam Commercial

Bank, Period of credit is 5 years, and Interest expense is 543,560.58 Baht per month.

The total cost of pre operating cost is 42,025 Baht and the total depreciation cost

is446, 700 per year. Administration cost of All About Sweet consist of water, electricity,

telephone cost, salary, rental fee, maintenance, licensing fee, equipment, miscellaneous

expenses, signboard fee. Cost of water and electronic increase continuously because sale

increase.

All About Sweet  

 

Content

Content Page Chapter 1 (Introduction) 1

Background and Significance 2

Objective 4

Benefit 4

Operation Methods 5

Time Frame 6

Conclusion in Chapter 7

Chapter 2 (Industry Profile) 8

Nature of Industry 9

Situation of Thai desserts Industry 11

Product Description 13

Vision 14

Mission 14

Strategy plan 14

Conclusion in Chapter 19

Chapter 3(Market feasibility study) 20

Market Analysis 21

Competitor analysis 28

Customers Analysis 33

Competitive Analysis 42

Market Situation Analyze 47

Segment Target Position Analysis 49

Marketing Mix (4P’s) 52

Sale forecast 71

Marketing Expense 83

Conclusion in Chapter 86

Chapter 4(Production Analysis) 87

Product characteristic (in detail) 88

Specification 90

Product / Service Process 91

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The Location 100

Facility Layout 101

Logistics Management 110

Machine/ Tools/ Equipment 112

Depreciation Cost 121

Human resource Management 124

Conclusion in Chapter 153

Chapter5 (Financial Analysis) 154

Payback period 155

Net Present Value 155

Internal Rate Return 156

Income Statement 157

Statement of Cash Flow 162

Balance sheet 167

Chapter 6 (Risk Analysis) 172

External Risk 173

Internal Risk 177

Financial Risk 180

Conclusion in Chapter 201

Chapter 7 (Project feasibility summary) 202

Project feasibility summary 203

Reference 208

Appendix 211

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CHAPTER 1

INTRODUCTION

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CHAPTER 1

INTRODUCTION

1.1 Background and Significance of the project

All about Sweet company arising from our ideas. Thai desserts simple to made. To

many different forms, colorful appetizing focus on the health of consumer is important. There

are also patterns for a variety of strange. Sweet fresh milk is the alternative of a new

generation of health care. But do not abandon the uniquely Thai.

Sweet, fresh milk arising from healthy trend has grown rapidly in the present.

Consumers are looking for products that are popular. At the same time, it must be healthy.

Dessert is usually the one many people wanted to savor the sweet taste delicious, but

still worried about myself. When consumed, they will gain weight or not. It generally a sweet

often side by side with coconut milk consumption; which high calories; it also has fat in it.

Replace coconut milk with fresh milk. The solution of the consumers who love healthy; milk

is the best way to consumer because it has low calories. They also contain calcium, too.

From the researching the product, as a result, All About Sweet product ides to meet

the need of consumer with different needs, such as crisp pomegranate with milk, Bualoy taro,

and Mixed sweets with milk, all products of the company is making a difference by selecting

high quality raw material such as we choose to use of sugar fructose for sweeteners instead of

sugar and use milk instead of coconut milk etc. the selection of high quality raw material they

need is to give consumer the nutrients are most useful when you eat sweet, while its impact

on the health of consumer as little as possible.

The selection of fructose replaces sweetness of sugar because fructose can consumer

by diabetes mellitus customer. Using milk instead of coconut milk is processed for food

production can be even more diverse. That is the requirement of the Health Promotion Fund.

The Health Promotion Fund need to focus on eats more milk. In addition, the company’s

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products to meet the increase in choices for consumer who want to avoid the amount of

calories from eating.

All about sweet shop is set up Bangkae area at Bangkok near department store and

community. The reason for set up in Bangkok because of after search for information found

research in year 2009 of National Statistical Office by the result of the 2009 survey showed

that households in this Bangkok area earned on average 37,732 baht per month. The major

source of earnings 77.7% was from economically activities such as wages and salaries 55.6%,

followed by net profit from non-farm business 21.6%, and net profit from farming 0.5%.

Income from economically inactive was mainly from assistance from other persons outside

the

household or from the government 6.3%, followed by income from asset and property rental

such as interest receipt 2.6%. The other source of earning was from assistance in term of

welfare/goods and services 12.9%

And during the 2009 survey, household in the Greater Bangkok Metropolitan Area (including Nonthaburi, Pathum Thani, and Samut Prakan) spent on average 27,988 baht per month, or approximately 74.2 percent of their income. By this amount, 88.2 percent was spent on household consumption, 30.2 percent of household consumption was spent on food, beverages and tobacco

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According from information that is All about sweet company decision to set up at Bangkok and reason one for set up Bangkae area because in this area has the most many population in Bangkok is 193,478 people (source:http://203.155.220.217/pipd/07Stat(Th)/Stat(th)52/00_index/index_2552.pdf)

And have big super store 2 place; its mean has more expenditure in this area.

1.2 Project Objective

- To be feasibility study on investment project about Sweet fresh milk at Bangkok province.

- To the possibility of a desserts business projects.

- To calculate the financial factors of this business.

1.3 Benefit of project

- To know the feasibility about Sweet fresh milk at Bangkok province.

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1.4 Operation Methods  

- The generally of sweet fresh milk. - Management in sweet fresh milk follows as:

a ) Background of sweet fresh milk.

b) Product and service in sweet fresh milk.

c) Vision and mission statement of sweet fresh milk.

d) Strategy of the company.

- Competition analysis and marketing feasibility follows as:

a) General internal and external environment.

b) Marketing mix strategy of sweet fresh milk.

c) Demand of consumer in sweet fresh milk.

d ) Sale forecast and profit estimation of sweet fresh milk.

- Technical process in sweet fresh milk follows as:

a) Location.

b) Operations and management analysis.

c) Investment and Operation cost of sweet fresh milk.

- To study the financial feasibility of sweet fresh milk follows as:

a ) Company’s investment cost, operation expense, and other expenses.

b ) Profit and loss statement, cash flow, and balance sheet in 5 years of sweet

fresh milk.

- Analysis risk of sweet fresh milk.

- To Summary the feasibility of sweet fresh milk.

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1.5 Activities / Time Frame

 

 

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Conclusion

Nowadays, the rate of consumption in Thai dessert is increasing in Thailand. Now

healthy trend is occurring and the customer has less choice of Thai dessert too low calories –

high calcium. In Bangkok or anywhere, there are Thai desserts for relaxing where are

patronized by local citizens and foreigners which is very popular so Thai dessert is an

interesting business so Thai dessert business is more interesting. In Bangkok, there are many

dessert shops; direct and indirect competitors. From the researching the product, as a result,

All About Sweet product ides to meet the need of consumer with different needs and all

products of the company is making a difference by selecting high quality raw material. The

selection of high quality raw material they need is to give consumer the nutrients are most

useful when you eat sweet, while its impact on the health of consumer as little as possible.

All about sweet shop is set up Bangkae area at Bangkok near department store and

community. The reason for set up in Bangkok because of after search for information found

research in year 2009 of National Statistical Office by the result of the 2009 survey showed

that households in this Bangkok area earned on average 37,732 baht per month. All About

Sweet is running business as a shop and distributer who provides a special Thai dessert as

well as catering to meet customer requirement. The shop and manufacturer are in near

together for convenience to logistics. In addition, All About Sweet regarding market factors,

competitive factor and environment factors to reach customer, and also concerning about

marketing management, financial management, strategic management, and operational

management to make profit and effectively efficient operation. There are many objectives of

All About Sweet project such as study market feasibility and market problem, environment

competitive analysis, finance feasibility, and the way to upgrade the Thai dessert to be a high

position or more popular as same as Bakery shop. The benefit of the project are knowing

about market, demand and the marketing problem, the environment competitive analysis,

finance of Thai dessert business, and the way Thai dessert can compete with bakery.

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CHAPTER 2

INDUSTRY PROFILE

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CHAPTER 2 INDUSTRY PROFILE

2.1 Nature of Industry

When call to “dessert” a mean may be difference in thinking each person. Desserts have various form and taste, role of dessert will to be a happy, colorful, freshness, love though a fortune that general tell dessert is pair with children but dessert has in the way of life of all genes, age in period of time in life.

In someday, dessert use in sweetness after meals and use to between meals edible including munchies in spare like a dessert is a part to support happy with life. In important time, dessert has role in contract to something that fortune or though in funeral that extra of distress, dessert which role to be a agent send goodwill to lose person, therefore dessert which agent of think, believe, culture and meticulousness of art that has in each area.

Thai focus with arrangement tray of food since ancient specific in arrangement tray of food in festival and ceremony because of food take for celebrate in garland ceremony such as wedding ceremony and meat dish compose Chinese snack, vermicelli for show to alive together in long time of spouse and dessert have name “thong” word such as thong yip, thong yot, thong ek, foi thong for rich money khanom thuay fu, khanom chan for prosper in life and progress

China traditions believed too, but communicate follow to favor and art of cooking. Chinese which use symbol of circle, sphere for mean of smooth life and always has food is kanom ei (characteristic same bualoy boil in sugar don’t put coconut milk) that will dry color of flour to pink color for propitiousness by put en egg to dessert same to egg poached in sweetened water and use kanom tian for communicate to cleverness and good intelligence and kanom keng communicate to strongly and stable

But, however in any the nation and any language that something meets same is “sweetness” which all dessert has component of sugar to support in good taste and in intensity one quantity, sugar can use preserve food also

Dessert industry to manufacturing Thai dessert beginning from household industry, at first manufacture for distribution in locality make to low manufacture in each day and the product needless the old to keep in long time when entrepreneur want to expansion of the market to flare that has shipping and extreme make to the product has the old to keep in long time more and more specific in export including Thai dessert in each kind has competitor in market increase impact to entrepreneur need develop new product enter to market that may be use original material or

From fraction left of manufacture main but if entrepreneur lack knowledge in side of develop product make to lose money, time and opportunity to open in new market

Seminar topic ‘Expansion of ability in side manufacture of dessert industry” by support from Industrial Technology Assistance Program (iTAP), Technology Management Center (TMC), National Science and Technology Development Agency (NSTDA), which

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give consult and develop new product follow by principle of food science all of brainstorm, recommend strategic for entrepreneur in industry Thai dessert for improve quality together with build potential competition by aggregate factor for increase ability in industry all side such as evaluation keep and increase time period for keep Thai dessert by Asst Prof Dr. Rungnapa Phongsawatmanid department of develop product, school of agro-industry, Kasetsart University offer the food that easy rancid begin of processing packing or changing occur between preserve o and state of preserve or shipping may be make to quality of food depreciate to level insecure or expire, for the advantage formulation of keep age will help to customer consider about time for buy product when the product stand of good quality or help of shop formulation should will how long set down the product in shelve.

For the factor have an effect on age to preserve and mechanism lose has extreme of relation, therefore knowledge about mechanism lose will bring to identification factor which have an effect on right of age in keeping the product for factor effect with age

Preserve such as kind of dessert and material quality, component, formula and product structure including microbe has in nature or microbe left and the product has high water activity (quantity of water to use) all of manufacture lack of carefully in contaminate from people and environment make to high of contaminate in product

The way for extend expiration date of product, majority will involve with manufacturing process for has contaminate less and improve dessert formula by use substance mix food that help bind water for reduce quantity of water that to use and improve packaging for extend expiration date and attention of microbe will effect on extend expiration date and sanitarian manufacture follow GMP including develop packaging by these initial way will help increase time in long term of extend expiration date that important part in increase ability of competition in market more and more

Moreover, these project has recommend to the way for select packaging Thai dessert by Mrs.Sineenard Chariyachotilerd, Packaging Technology Department, school of agro-industry, Kasetsart University offer Thai dessert have various form, therefore the selection for packaging must have various also by producer attention how do to respond for packaging to customer including attention for manufacturing cost for competition moreover, packaging role part of communicate between producer and buyer by will give information to customer or help promote sales, therefore the selection for packaging of Thai dessert will must use packing ware that can keep product quality and respond customer in side of convenience together with promote image of Thai dessert that see beautiful together.

“Nowadays there will ware in various form such as paper, plastic, can metal that has beautiful color which attention from buyer despite that sometime the product don’t taste or delicious in difference but for the design of ware or packaging will part to build of image and identity which producer of Thai dessert should be attention.”

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Expert from Packaging Technology Department offer the role of packaging is preserve quality of food or dessert such as dessert are crumbly texture frame that frame foi thong or frame kongkang that must use strong ware for protect to the dessert decisive or has subsidiary such as put Envelope moisture absorbent material for preserve friableness of dessert including ware to packing food or dessert must has standard quality such as clean and don’t have hard metal or substance out to contaminate with food in quantity in dangerous with health and don’t have microbe that make to begin of disease or color is contaminate with food. Thai dessert industry will rush improve and develop for cope with market important competition such as dessert from China that have beautiful packaging and low price moreover, build ability of extend expiration date and develop packaging has outstanding, has taste and stable identity to remember of customer which in these way will make to enter competition in market trade international and strongly continue.

2.2 Situation of Thai desserts Industry 

Overview of the dessert market both in the present and the future remains development. New report of the Association of the U.S. National Confectionery [NCA]. Indicate that the new trend of d that is gaining popularity ingredients that is more beneficial to health. The finished dessert business has a tendency in the long term, because they are not eating each other to find a general some find eating difficult. In the industrial system. The Government particularly the Department of export promotion is fully supported. To get a dessert, clean, hygienic standard.

Asian markets finished desserts are the growth rate of about 5.7 percent. Japan has the highest market value of 44.3 percent, China 26.1 percent, South Korea 7.4 percent and India 3.9 percent. The market for finished desert market year 2551 with total market value in more than 10,000 million baht. Since the current consumption of desserts for Thai people is around 700 grams per person per year, Such as U.S. average 1400 grams per person per year. England is average of 1000 g per person per year. Vietnam is the average 2000 grams per person per year. Finished dessert market can to expand in the future but with the current economic slowdown. Then consumer spend and healthy food choices, the more useful products. Manufacturers should look for channel marketing and to adapt to current changes in consumer behavior. The consumer behavior change on the health trend, especially among working men and women in health care, and attention to shape. Resulting in personal care products become so popular today. Although this type of finished dessert still does not account for much but with popularity and coupled with growth potential. It is an opportunity for manufacturers to turn to expand their portfolios to accommodate this group more. To offset the slowdown in sales of products that use sugar as an ingredient.

The slowdown in the economy, The direct impact of income and purchasing power of the consumer slowdown. So as to purchase various consumer goods. Consumers have more discretion about dessert. A product that might be affected more than other types of product needed, so manufacturers should product quality products. Look for channel marketing. Focus on the consumer to see and understand the ingredients that are useful in the product for to differentiate from competitors. And motivate consumers.

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Source: Customs, NESDB.

Picture Show the export value of Thai food, compared to GDP.

This age people tend to eat anything that is not often a difficult time easy to use categories that are easy to eat frozen food and savory food is popular with young people which especially in the apartment. Although prices are more expensive than non frozen matter. Macro-oriented issues of interest to contribute to the growth of the industry as a sweet package. Expansion of the retail business that particularly hypermarkets (Tesco Lotus, Carrefour, Big C, etc.) occur rapidly to form products. Food is development and marketing avenues such as faster frozen desserts. The increase of people who are causing the demand for health care products to health food. [Food Terminal Function Foods] Significant impact on the type and quality of products and the industry begins to change the structure of various factors, such as increase anxiety and health care to alert Thais to choose foods diet. Macro Bio-logistics (Macrobiotics) Vegetarian health food has been more popular. Although the market is not very big as European consumers but also to the high concentration. Demand for health food is expensive group and convenient consumption. Changes in consumer behavior provide investors turned to food production and food ready to eat frozen growing.

Because of current economic conditions has an importance with control about flexibility. By starting to focus on health of foods that is necessary and useful. Shape health care and more. Reduce the cost of buying a luxury or snacks, so in order to reduce the concerns of consumers. Manufacturers have developed products to a diverse and addition to the taste. To focus on products that meets the current health of the society by to use sweetener instead of sugar and low fat ingredients. Add the ingredients of benefits. With the type difference that useful and in addition advanced packaging and portability. Because still to be expand market share in the economic slowdown in purchasing power.

www.positioningmag.com/prnews/prnews.aspx?id=81978

www.industry.go.th

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2.3 Product Description

Thai desserts have passed a long history in Thailand, once they were praised about their

deliciousness and elaborate creating in a king’s rhyme. Some of them are easy to cook, but has a

wonderful flavor. Bua Loy or the little balls in the pot are made of taro, rice, or yam paste, cooking in

syrup. They are served with lightly sweetened milk, and sometimes an egg poached in syrup. It tastes

much better than it sounds, trust me. This menu is Thai Vegetarian and Thai dessert. It’s easy yourself

for cooking at home but has a wonderful flavor. You can this menu in Kin-Jay festival. For ingredient

are including with Sticky rice flours, taro, sugar, salt, palm sugar, and the whole milk. And equipment

for make this menu it is most equipment is available in normal household already. (Taro Balls in

Coconut Milk is Bua Loi Phuak Thai Vegetarian Dessert , 2010)

Crisp pomegranate is a desert that eats every season. Most popular in the summer because

sweet and delicious eating, its heat release. This is consisting of bright red and pink pomegranate.

When chewed you will get a test of truffle and syrup; made from sugar with the jasmine floating.

Description of product the crisp pomegranate with milk is a sweet Thai flavor is sweet like many

people, water chestnut with syrup and milk must be mixed with the sweet taste of fresh milk

delighted. Take care and quality of ingredients and more. Materials will be used to emphasize the

freshness. Major confectionery, containing the same cannot lose. For materials used in making water

chestnut with syrup and milk includes the main mixed meat diced water chestnut, flour, water, red,

sweet, whole milk, sugar, salt, and sugar syrup, jasmine etc. Selection of raw materials such truffle

that is a truffle with syrup and milk it must add a big because to make a delicious dessert and the

equipment to do it. Most equipment is available in normal household already.

And the last product of our business is KhanomWan Ruam Mit or Mixed Sweet Dessert. It is

a sweet concoction of mixed treats. KhanomWan Ruam Mit is in soup/ pudding categories. The most

people know this dessert in Khanom Wan Ruam Mit name. This is one of the most menus in the

summer and eats every season. It’s easily to cook by you at home. The ingredients are fructose sugar,

whole milk, Singapore Lod Chong, jackfruit, Klong Klang, Floating jasmine water. For preparing step

the most of equipment are available in normal household already.

Source: http://kin-jay.blogspot.com/2006/06/taro-balls-in-coconut-milk-is-bua-loi.html

http://www.foodbuzz.com/recipes/1745556-taro-rice-flour-balls-in-coconut-milk-bua-loi-

phueak-

http://www.asiarecipe.com/thaidesserts.html#Thai

 

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2.4 Organization’s Vision

Leadership landward with dessert’s by standard process and low calories product but

high calcium for respond to customer.

2.5 Mission

1. Increase channel distribution a most to customer

2. Concentrate process for increase quality product’s

3. Develop and flavor product’s for accept trend of customer

4. Recruiting personnel ability can dessert for quality product’s

5. Create motivation to personnel in firm to love and commit with organization’s for

working efficiency and more effectiveness

2.6 Strategy plan

Objective short term

1. Build acknowledge and confidence to customer not less than 20 % in year 2011

2. Want net profit rate of circulation increase not less than 5% per year

3. Want market share of freeze dessert 10 % in year 2011

Objective long term

1. Enlarge product line to 2-3 line in year 2014

2. Enlarge distribution channel in year 2014

Strategy plan

All about sweet shop has strategy in business for aim at successful according to the target of business by has strategy to use in organization follow as

2.6.1 Corporate strategy

Corporate strategy that the company is All About Sweet selection strategy focused on

growth (Growth Strategy) by focusing on growth strategies. To increase in sales. And get a

market share higher with a focus on internal growth (Concentration); which is expanding and

growth from existing product lines. Which is used in the horizontal growth strategy by

expanding the product line will be sweet. Which is a product that the shop specializes in

producing it to have more diversity. To meet the needs of consumers in today's most the use

of knowledge resources and marketing efforts more. Since the original product's candy store,

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you have the potential of smart growth is already true. The expanded product line will

provide the distribution channels to reach consumers at the most.

2.6.2 Business strategy (Business Level Strategy)

Business strategy at All About Sweet company opted for an edge on the competition

and to make a difference. It produces and distributes consumer goods can be made aware of

the different products. By we have a wide consumer want to strive for market share from

existing competitors. As well as create awareness and product acceptance by consumers.

2.6.3 Competitive Advantage

(Strategic operations)

Source: http://www.marketingteacher.com/lesson-store/lesson-generic-strategies.html

2.6.4 Functional Level Strategy

All About Sweet company has put its strategy in the administration. The company has

held various organizations to work accordingly and to reduce the complexity of the work of

each department. Company focused on developing the tests and selection of quality raw

materials to meet the need of consumer can be divided into.

1. Generating a role in maintaining the quality of the production line both in terms of

control, clean taste to follow the standards from raw material selection process,

production process, product quality and waste control.

Cost Leadership Differentiation

Broad Target Leader of cost Difference straight

Narrow Target Go to low cost Go to the difference

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2. Management is responsible for the administration to meet the planned target. To

acquire customers in sales and profits in accordance with the plans for the shop are

three aspects as follows:

• Marketing

• Finance

• The human resources management.

Source: http://www.quickmba.com/strategy/levels/

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Level of performance of job duties

Duties Strategy

Market

- Select the target market

- Select the positioning

- Determine the marketing mix

- Forecast Sale

- Production Plan

- Produce the product in the low coat

- Maintenances the machine

Financial

- manage the business to make it as a liquidity

- Structuring of debt and equity in accordance with the structure of various properties

- Managed to find funds with the lowest cost

- To invest in items that will generate maximum benefits for the organization

Human Resources

Management

- Recruitment and selection

- Evaluation the performance

- Training and development to continuously improve the knowledge

- Compensation system, various benefits and appropriate benefit and incentives for employees

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(Good Manufacturing Practice: GMP)

When we will run the business about the food production we should learn about the

food act and rule that related with preparation or improvement the place for producing to

clean and standard; so it’s the important factor to the quality of food and safety.

Because food industry in Thailand will start from small production some company it

expands to factory. Therefore they may be improvement the process to relate with rule of

GMP and HACCP. The executive has the duty for decided to improved in necessary part

include with the budget besides to support to operating of HACCP system of team such as

support training, consider to resolving the problem and a the leader should push forward for

all employees realize for safety of product to consumer. So the executive

has the important role for develop the food industry to potential can

competition to the world market. And though it is not export; it is

improved the standard of producing for decrease the import product. In

conclusion GMP is management in standard of hygienic condition for processing of HACCP

system. So the company should be prepared prior to GMP.

Trend of Thai dessert is not only complete with itself of the local market

but we have to look out otherwise we cannot compete with the foreign dessert

that in our company try to catch the market share from us. Nowadays we will see that dessert

has to be improving to complete. The important thing is Thai dessert is the dessert that

consumers consume a lot however; we need improvement about quality and production

process in the global standard, GMP and HACCP. In addition we not only improvement

production process but it also take the entrepreneurs to get the source of investment funds

easily

Most of the food shop and product in Thailand must have the assurance

standard from the food and drug organization or the Clean Food Good Taste to guarantee.

The assurance have effect to the consumer because all of them confident for eating the

product. In the present, consumer concern in their health so if we have the assurance, it will

guarantee to consumer eating. All about sweet has the Clean Food Good Taste certificate for

guarantee in our product

Source: http://www.spko.moph.go.th/Env/cfgt.htm

http://newsser.fda.moph.go.th/food/file/BenefitTrader/BenefitGMP/GMP_System_Definition.pdf

http://www.gpo.or.th/Default.aspx?tabid=107&language=th-TH)

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Conclusion

The industry of Thai dessert is growing continuous and the new trend of dessert is

gaining a popularity ingredient that is more beneficial to health The product is a dessert

which is low calories but high calcium. There are three main products, namely Crisp

pomegranate, Bualoy taro and Mixed sweets milk. The company need to leadership landward

with dessert by standard process by get GMP standard and low calories product but high

calcium for respond to customer. Our company must be increase channel distribution and

concentrate process for increase quality product’s develop and flavor product for accept trend

of customer. So build acknowledge and confidence to customer not less than 20 % in year

2011, want net profit rate of circulation increase not less than 5% per year and want market

share of freeze dessert 10 % in year 2011. In the expected the enlarge product line to 2-3 line

in year 2014 and enlarge distribution channel in year 2014. However all about sweet shop has

strategy in business for aim at successful according to the target of business by has strategy to

use in organization follow as corporate strategy, business strategy, competitive Advantage

and functional Level Strategy.

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CHAPTER 3

MARKETING FEASIBITITY STUDY

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Chapter 3

Marketing Feasibitity study

3.1 Market Analysis

PEST analysis

The company’s success is influenced by factors operating in its internal and external

environment; the company can increase its success by adopting strategies which manipulate

these factors to its advantage. A successful company will not only understand existing factors

but also forecast change, so that it can take advantage of change within the environments in

which it operates.

 

PEST & Micro environmental Factors

The following type of forces influence the company’s operating environment:

Pest Factors – These are external forces which the company does not have direct

control over these factors. PEST is an acronym and each letter represents a type of factor

(Political, Economical Social and Technological).

Micro environmental factors – These are internal factors, which the company can

control.

All About Sweet 22 

PEST & PESTLE analysis

A PEST analysis is used to identify the external forces affecting an organization. This

is a simple analysis of a company’s political, economical, social and technological

environment. A PEST analysis incorporating legal and environmental factors is called a

PESTLE analysis.

Political

It is true that politics is not static but it interferes with the administrative and the

process production of our company is less too. The major impact is in terms of the cost of

raw materials that are at different rates which is a change follow the policy of each

government or leadership consist of cost of convenience goods can increase such as sugar,

milk, etc. Which are affected from the economic factor. However our company is aware of

the factors in this field and plan for reducing the concerns of investors in this point. Our

company will be using the SWOT Matrix about WO Strategies (weak-opportunity) by the use

of substitute raw materials. Or reduce the amount of some ingredients, some go to increase

the amount of some ingredients or use each strategy to increase the variety of product. During

a volatile raw material pricing is quite high by create product line which is high quality,

innovative and interesting but lower cost for support cost that could rise and for a variety of

products. In that time, we may have to produce three main types of low but increase in

produce new product that is product line. Because our products are finished goods so can be

adapted to much. However the strategic are flexibility in product. However, that government

is to support and encourage people begin to care more about health. The importance the

government has set up the organization is call “Fund for Health Promotion" In addition, the

current Thai constitution to be promulgate in food safety and no disease which is the first

country in the world. According follow all reason can ensure the co-investors as well.

All About Sweet 23 

Economical

Minimum wage in Bangkok is quite higher than other provinces. This means that a

relatively high purchasing power and consumer behavior of people in urban society would

rather you buy the better product and worth the price even a little.

Province Minimum wage

Bangkok And Samut Prakan. 206

Chon Buri 184

Ayuthaya 181

Chiang Mai 171

Chiang Rai, Khon Kaen 157

Phitsanulok, Sukhothai 153

Phayao 151

Source : Ministry of Labour.

Table Minimum wage year 2010

Changes of inflation in the last quarter of year 2010 to early year 2011, also in the

range of inflation. The people are buying quite a lot. And the government continues to lower

interest rates. So people are buying for stimulate the economy.

In terms of the export sector of the country remained very well. In export finished

food in year 2010 rise 150,000 million baht from Food Processors Association point fueled

global economic recovery. Shows that end to have the opportunity to export in the future. Not

just a local distributor.

All About Sweet 24 

Due to the trend of economic in the last year (2009) GDP numbers came out better

than expected. The contraction of a -2.3% surprise, very good across all economic indices.

And NESDB has forecast GDP in 2010 to grow between 3.5 to 4.5%.

Q1-Q2/2010 GDP would be expected to come out well because the contract is quite

clear economic recovery and export. Consumption of private and public sectors with good

growth rate, coupled with the growth of last year's very low base. So the opportunity to GDP

Q1-Q2/2010 should have the opportunity to come out very positive.

However, the rate of baht appreciation and less inelastic. To reduce the chance of loss

from exchange rate. If it make to occur. It is enough to relieve the uncertainty in one.

All About Sweet 25 

In total reasons its can make customers tend to buy useful and cost-effective. The

importance our products can benefit for health And our products is a first alternative that

customer will decision to buy.

http://guru.google.co.th/guru/thread?tid=0737201d171602a3

http://www.skgtphoto.com/dr-therasak/332--gdp-2553

http://www.nesdb.go.th/Default.aspx?tabid=95

http://www.thailog.org/en/hot-issue/1772-53-.html

Social

Society is one of the factors is quite important because humans are social network.

In current social trend is effect of their decisions of customer in term “ Do they purchase

products of our company or not?” Because customers are using social information for

support their decision making. However the community has high influence on purchase

decision of consumers. In which people do because that is beneficial. Most people in society

are doing can effect to people who have not already will be do follow its. That is the result of

current society people follow the same time.

So this current trend about love health coming soon. It’s will be seen in a magazine or

television program that focuses on health and beauty. Each interesting trends is consumption

of finished goods that comfortable, clean, safety and not expensive that difference from the

last time. Which are detailed follows:

Today, customer think about health by take care healthy more and more that specially

the group has income until 25,000 baht which on average from in to the group B+ level is

take care about exercise, care about beauty all about to selection benefit food for body and

when customer eating the food and the food don’t be effective obesity or receive calories

more than is necessary excess the body want and need per days. Source: Positioning

Magazine, February 2548. Moreover behaviors from the side care healthy

majority of customer turn to important with instant food too much that Thai customer is

ranked first in the world for instant food service. Because of adaptation nowadays state of

society that has the way rush more (Arttsit Moeunmat Positioning Magazine ,March 2550)

and more this from research met the reason turn to instant food beside comfortable, it has

customer satisfaction about cleanness, taste and package this stimulant for buy the product.

(Chadapan malipan Positioning Magazine September 2551)

All About Sweet 26 

The expectation of customer turn to important with the food because of want to

protect danger from illness that happen before untimely estimate is 25.5 % and the second is

for make immunity with the body is 23.9% and want to healthy is 23.5% in order (Business

Thai,April2551)

For milk product in nowadays obtain attraction from The Food and Agriculture

Organization or FAO and decide determined that on June, 1 of each year are “World Milk

Day”. For all of country and organization turn to important and support for drink milk

(source: Thai health) and stimulate customer to important for drinking milk.

Thailand has campaign on World Milk Day also; because of nowadays rate of

drinking milk generally only 1,600 million liters per year that Thai people face a problem

lack of calcium and effect to face danger with brittle bones, especially in the working age

group and elder group (http://www.fwdder.com/topic/43352) that from this reason cause to

all about sweet dessert business may be take acceptance good respond from customer because

due to the consumer conscious about health care, exercise, beauty care and selecting the

foods that low calorie The most consumer behavior more interest about the finished foods

because of convenience and satisfaction in taste, clean and packaging to be that is stimulus

for customer to purchase the product. In the present, the product from milk received attention

from “The Food and Agriculture Organization” or FAO undefined June 1of each year is

"World Milk Day” for the other country and organization that care and support consumptions

of milk. That the result, our products more attractive because our products contain milk

which is a healthy alternative to consumers. (Source: Fund Health Promotion). From the

reason, resulting in a dessert business would have been a good response.

The importance the company will have a CSR with society to enhance the image of

company and return profits to society as well.

Technological

Technology is a beneficial to the company. The company must be necessary to use

technology and help in the production for reduce costs about human resource management

and for control the age of the inventories to availability of the specified period. Including the

packaging of products that require advanced tools for make their products more reliable,

clean, safety, easy to eat. However technologies are developing packaging to increases the

potential of a product design and functionality for customer interested in dessert products. We

can design it, because it can attract customers to interest in our product. So technology can

facilitate and promote in operations of company all aspects.

All About Sweet 27 

If the investor have funds to support strategies that proposed above. We are sure that

we will be able to pay back the break-even faster in the second year. However, we have

received more funds from the investment much more quickly, we can operate so soon.

Due to our products are sweet. When will hold a relatively stable is that we will

develop products continue for the best. If receive additional from the investment or

administration of our company to break-even. As expected, we have more than 10 percent.

Our company plan to use the technology for extraction of Thammathirat national colors and

to add value to our products.

Information about technology that our will adapt for use in operation of company.

Due to the dessert business control temperature of crisp pomegranate with milk is production

by less more high technology but if there is a lot of production. The company must be

necessary to use technology to help in the production for reduce costs and for control the age

of the inventories to availability of the specified period. Including the packaging of products

that require advanced tools for make their products more reliable, clean, safety, easy to eat.

However technology is developing packaging features can to increases the potential of a

product design and functionality for customer interested in dessert products. Technology

factor is a beneficial to the company. We can design a package because it can attract

customers to interest in our product. And Technology can reduce cost in production about

HRM and reduce cost of advertising. The company plan to communicate with customer by

using internet which is tool for give information about company, product and contract with

customer for receive comment and suggestion for use in developing product and service.

Period Human Machine

1 day 5,000 7,000

1 month 150,000 210,000

1 year 1,825,000 2,555,000

Table Evaluate in productivity for human & machine.

All About Sweet 28 

Competition Analysis (3C Analysis)

3.2 Competitor Analysis

For the side of business dessert, the crisp pomegranate with milk product has

competitor including direct way and indirect way follow as

The direct way

1. S&P SYNDICATE PUBLIC CO., LTD.

History

In year 2516, sibling of Reiwa family, heir of flavor businessman that to be

acquainted in the past, it is Suriyon Reiwa cooperate together to grand opening restaurant and

bakery call “S&P” in Prasarnmit Soi (Sukhumvit 23). S&P is more succeed by difference

format other general restaurant in the past by present relax atmosphere, good service

moreover has food and various bakery products in the same of coffee shop in first-class hotel

make to get more popularity. In the neat year, S&P grand opening bakery factory and this

firm is register to be a listed company allow from Stock Exchange of Thailand in year 2532

and grand opening south Thai food restaurant under name “Patara Fine Thai Cuisine” it the

first brunch in England that invent and develop the bakery product more than 100 type and

present new product i.e. frozen food “Quick Meal” and “Econo Meal” moreover, production

Sausage products many type and has cake, frozen meringue and has outdoor catering service,

delivery service and another which all better acceptance from customer in the country and

foreign. The company is has important to develop production product and the company get

the standard HACCP (Hazard Analysis Critical Control Point) from the Food and Drug

Administration for frozen food product in type of dessert and Sausage products that make to

the company can import all 2 type to distribution in nearly country around the world and get

certificate stability lab test ISO/IEC 17025 from Thai Industrial Standards Institute and get

reward

All About Sweet 29 

Disclosure Award in side open information from Stock Exchange of

Thailand indicates that the past 30 years, the company doesn’t motionless and ready to secure

walk continue ongoing.

Vision organization

The company wants to increase the product and production line to bakery product and

another food in the period time 3 year and will has production capacity is 4000 ton continue.

Mission organization

1. Present product value to customer by use material quality, freshness and

reasonable cost including has better service and take impression to customer.

2. Add opening branch 3-4 place all of improve a branch shop decorate in existing to

freshness and attraction more and more.

3. Focus on develop knowledge and capacity of employee continue

4. Reduce effect with environment from waste in the production process of industry

Strengths

1. Channel distribution throughout all of in the country and foreign

2. The company has Sales promotion strategy to customer

3. Open for a long time business that has better acquainted of customer

4. Customer has high Brand Royalty

5. Reputation business

6. The company has industry and high technology production

Weaknesses

1. The product high cost more than competitor

(Source: http://www.onlinejung.com/read.php?tid-656.html)

All About Sweet 30 

2. Tesco Lotus

Tesco Lotus is the company major retail in the country, nowadays Tesco Lotus makes

also production type House Brand to distribution which this type production will low cost

with other competitor for building independence to customer group by use trademark

“Khumkra Brand” and “Tesco”

Main objective of Tesco Lotus

Create value to customer for customer alive with us forever.

Value of Tesco Lotus

It doesn’t somebody give up to customer over us.

Strengths

1. Including production and Forward own

2. The company has money to invest, research and develop high production

3. The product low cost with other competitor

4. The customer has strategy to promote the product usually with customer

Weakness

Brand image of product use trademark House Brand in the eyesight customer regard a

low quality product when advantage with other brand

(Source: http://www.ejobeasy.com/kmdetail.php?n=100723114032)

All About Sweet 31 

Indirect competitors

Consists of a shop that sells desserts

1. Rin sweet shop

Rin sweet shop set up in family of Mr.Wittaya Noijaibun. Which has been inherited

recipes and tips about how to cook various types of desserts from ancestor that homeland is

Bang good sub district , Pho district and Chachoengsao province. This is well known

among older people Paetrew about celebrity of the desserts in the past and long time. The

skill in made about desserts of the grandmother and specific in "Kornayasard" is very

delicious. It is the beginning of sweet shop under the name "Rin" Which comes from the

name of her daughter.

Since,the year 2517 Mr.Wittaya Noijaibun was modified part of the house. Located in

chicken farm at ban Bang phar , Sothorn sub district to be factory. In the first two years made

"Kornayasard" only.

In the distribution has not sell in other shop because consumers do not know Rin’s

desserts. It the cause of other shops often refuses to accept desserts for sale. Although the

taste desserts before or can pay problem in the first 3 years is unable to penetrate the market

widely. His solution is advertising by bringing a gift of desserts to people that acquaintance

with him. And sell on boot in many fairs. Although the gain or loss of profit. According the

purpose is people to know about Rin’s desserts. If people already know Rin’s desserts,

quality and delicious desserts will expand the market itself. Which have been successful in

year 4 and business has grown continue to present.

Strengths

1. A famous Thai Dessert

2. A business open for a long time. It is recognized by consumers.

Weakness

1. Underserved by distribution channel because the store only sold through only one

channel

(Source: http://www.rin.co.th/index.php?mo=3&art=331225)

All About Sweet 32 

2. Dunkin’ Donuts

History of company

Dating back to 1946, The Company has established an industry-only Alan Financial

Services, LTD. by William Glory. Which transfer of food, coffee and snacks to customers in

remote areas of Boston Massachusetts State House In U.S.

After a successful well, so he opened a donut and coffee shop called "The Open

Kettle" more then, in 1950, he opened shop "Dunkin 'Donuts" in the first. Today the shop is

still open located at 543 Southern R. Terry, In Quincy, State of Massachusetts.

Now, Dunkin 'Donuts, including Togo's sandwich shop and ice cream shop name

Baskin-Robbins that are the stores under the company Dunkin 'Brands Inc. This is the

company's beverage of French named Pernod Ricard SA in December 2005, it has an

agreement to sell its brand to the three private company consist of “ Bain Capital Partners

Company” , “Carlyle Group Company” and “Thomas H. Lee Partners company” that are

equally. The agreement is expected to close in the first quarter of 2006.

In the United States “Dunkin 'Donuts” is usually paired with Togo's shops and

Baskin-Robbins. The main competitors are mostly in the local donut shop. To this point,

many people may be curious, Why Mister Donut shops isn’t competitor.

For the U.S. “Mister Donut” was competitor with “Dunkin 'Donuts”

before the company is the parent company of Dunkin 'Donuts to the acquisition.

Mister Donut shop and has been re-branded to a Dunkin 'Donuts instead.

Today, the Dunkin 'Donuts is claiming that its own network of coffee and baked

products, the largest in the world with 2 million customers a day and a donut shop Dunkin

'Donuts 6,200 stores worldwide, most stores are franchise stores.

(http://www.bloggang.com)

All About Sweet 33 

Strengths

1. A famous Thai Dessert.

2. A business open for a long time. It is recognized by consumers.

3. A distribution channel thoroughly.

4. A strategy to promote sales to customers on a regular basis.

Weakness

1. The product is more expensive than competitors.

(Source: http://www.awt.co.th/job_list.php?action=detail&job=3)

3.3 Customer Analysis

1. Customer like to eat dessert specific in dessert that dessert is has component of

coconut milk which to more acknowledged of coconut milk has fat when eat in a large

amount will impact with health in the future, therefore when has dessert to use milk

replace coconut milk customer maybe turn to interest to milk dessert because of there

is a choice of people love health but want to eat dessert.

2. Customer has the way of life hasten and when want to eat consume that choose instant

food which ease to find for eat, instant, and delicious and convenience to eat including

of family don’t have time to cook that choose consume instant food which has

common in market milk dessert is one choice that interest of customer.

3. In the present, love health trend rather power and there are milk dessert has low

calories but high calcium, customer is love health will choose eat useful food with

health including in the present customer rather has knowledge in consume which

make to choose eat food that don’t impact with health and choose low calories food

when compare with delicious and clean of package that impact to customer turn to

interest in milk dessert.

4. The people like to eat milk because of milk is main component in milk dessert that

make to consume like to drink milk interests in milk dessert product.

All About Sweet 34 

5. The people like strange and interest in new product because of milk dessert has

packing in difference and first case of instant milk that milk dessert will separate from

milk and dessert make to increase taste to more delicious.

(Source: http://www.manager.co.th/SMEs/ViewNews.aspx?NewsID=9520000029822)

SWOT Analysis

Internal Factors analysis

Strengths

1. Ruby framework milk is low calories but high calcium product that use fructose

replace sugar and use milk replaces coconut milk which has difference from other

general product in the market

2. Selection and choose material bring to production by consider of health customer

main

3. That has period time in keep long time more than competition product

4. Packaging difference other competition by contain ruby and milk separate for protect

flour that don’t split and macerate

5. More experience in production relate with milk

Weaknesses

1. Net cost higher more than competition because of take fructose and milk to be a

material in production replace sugar and coconut milk that has expensive more than

common sugar

2. Product can imitate easy

3. Budget in manage, construction, research and develop in process low because of

individual run a business

All About Sweet 35 

External Factors

Opportunities

1. Government has campaign change customer behavior with population by realize eat

has benefit with health and consider collection tax food and drink that impact damage

with health.

2. In the present social beginning to awakened to take care and attend health that will

make Ruby framework milk to be a one choice of customer.

3. In the present of living has way rather hasten that just race with time, therefore

instant food which the product suitable for way of life in the present.

Threats

1. In the present government state and economic has uncertainty impact to customer

slow down consume.

2. Consume taste often of customer will change follow trend or popular.

3. Because this business can growth may be has new competition enter to business and

occur alternative product because of competition will has invent recipe in same or

nearby.

All About Sweet 36 

Internal Factors Analysis Summary; IFAS

(Internal Factors Analysis Summary) (Weight) (Rating) (Weighted

Score) (Comments)

(Strengths) 1. This is a low calories

product and high calcium.

2. The packaging different from the competitors.

3. For a period of product in

storage longer than the competitors.

4. An experience in the

production of goods that are related with milk.

0.20

0.20

0.15

0.10

4 3 3 4

0.8

0.6

0.45

0.40

Use of milk is the main ingredient of product. New packaging on the market. Use techniques in manufacturing for a period of storage longer. The main product of business use of milk is the main ingredient in production.

All About Sweet 37 

Internal Factors Analysis Summary; IFAS (Con’t)

(Internal Factors Analysis Summary)

(Weight) (Rating) (Weighted Score)

(Comments)

(Weaknesses) 1. The production cost

higher than the competitors.

2. Product can be copies

easily. 3. Have a budget in the

management of innovation, research, and development process is limited.

0.15

0.10

0.10

4 1 2

0.6

0.10

0.20

The material use in the product is higher cost. Without the use of sophisticated technology in manufacturing. Being a business owner alone.

Total Weighted Score 1.00 3.15

Table: Internal Factors Analysis Summary

From the table has the sum of the weight score was 3.15, its indicating that the

company is position to compete in a satisfactory level in the chilled dessert market.

All About Sweet 38 

External Factors Analysis Summary; EFAS

(Internal Factors Analysis Summary) (Weight) (Rating) (Weighted

Score) (Comments)

(Opportunities) 1. The government is

persuading consumer to realize of the benefits of eating healthier.

2. Society began to active in term of care and health care.

3. In today’s society are in haste a way of life.

0.15

0.20

0.15

3 4 4

0.45

0.80

0.60

Consumer focus on choosing to eat more. Especially the low calories/ low power food. The product has containing a sugar, fructose, and milk instead of sugar and coconut milk. Product is a ready product. So it’s alternatively one of consumer.

All About Sweet 39 

External Factors Analysis Summary; EFAS (Con’t)

(Internal Factors Analysis Summary) (Weight) (Rating) (Weighted

Score) (Comments)

(Threats) 1. Conditions in the current

political and economic are uncertainly.

2. The testes of consumer

tend to change frequently

3. A business can grow.

0.15

0.15

0.20

1 2 4

0.15

0.30

0.80

Consumer has consumption to slow down. Consumer may turn to eat other type of food according to current hits. New competitors into the business and may result in substitution product.

Total Weight Score 1.00 3.10

Table: External Factors Analysis Summary

From the table has the sum of the weight score was 3.10, its indicating that the

company can respond to external factory favorably.

All About Sweet 40 

Strategy Factor Analysis Summary

(Strategic Factors) (Weight) (Rating) (Weighted Score)

Period

(Comments)

Shor

t

Inte

rmed

iate

Lon

g

S1: This product is a low calories product and high calcium. S2: Use of milk is the main ingredient of product. W1: Product can be copies easily. W2: The production cost higher than the competitors. O1: Society began to active in term of care and health care.

0.15

0.15

0.10

0.10

0.10

5 3

3 3

2

0.75

0.45

0.30

0.30

0.20

x

x

x

x x

Use of milk is the main ingredient of product. New packaging on the market. Without the use of sophisticated technology in manufacturing. The material use in the product is higher cost. The product has containing a sugar, fructose, and milk.

All About Sweet 41 

Strategy Factor Analysis Summary (Con’t)

(Strategic Factors)

(Weight)

(Rating)

(Weighted Score)

Period

(Comments)

Shor

t

Inte

rmed

iate

Lon

g

O2: In today’s society are in haste a way of life. T1: Conditions in the current political and economic are uncertainly. T2 : The testes of consumer tend to change frequently Total Weight Score

0.10

0.15

0.15

1.00

4 1 3

0.40

0.15

0.45

3.00

x

x

x Product is a ready product. So it’s alternatively one of consumer. Consumer has consumption to slow down.

Consumer may turn to eat other type of food according to current hits.

Table: Strategy Factor Analysis Summary

From the strategy factor analysis summary of business the result is 3.00, it’s showing

that the business can respond the strategy level is good.

All About Sweet 42 

Rivalry among Established Firms

- Structure in the competition

- State of demand.

Potential Competitors

Substitute Products

The Bargaining Power of Suppliers

The Bargaining Power of Buyers

3.4 Competitive Analysis

The competitive analysis model by using Five Forces model

Picture 4 Five Forces Model

1. Threat of New Entrants or Potential Competitors

Economies of Scale

It is a Thai dessert business with low calorie but high calcium. A business can

purchase raw materials in more quantities for use in manufacturing operations, which

resulted in savings such as Fructose sugar, Potato flour Nectar for sop the Ruby framework

to have a beautiful color. Although the materials are storage for a quite long period, but if the

business purchase of raw materials to produce a lot too. Material may not be able to use them

within the prescribed period. Because materials used in the manufacture of certain types of

raw material like Truffle, Pandan and Jackfruit have the period of storage is limited. If you do

All About Sweet 43 

not use the materials within the prescribed period will result in the spoilage of raw materials

and the cost will be wasted.

Product differentiate

The finished chilled Thai dessert products can make a difference to a variety of

products. That is business owners can add a product item to the product line. That is unique

and unlike its competitors. Insertion of the strengths of the business, innovative ideas, the

current value, taste delicious and be satisfied of customers. It’s resulted in “Brand

Awareness” in the customers products.

Capital requirements

The amount invested in Thai dessert business that temperature control not high

because the production process is not complicated. And do not need to invest in machinery

and equipment manufacturing.

Access to distribution channel

Today, the finished chilled Thai dessert business has a distribution channel that does

not cover the area. So, business should be selected for distribution channels. That makes it

easy to find on the purchase for respond customer needs thoroughly.

Cost Disadvantages Independent of Scale

The finished chilled Thai dessert business can easily enter the market because the cost

of raw materials used in the production of each source is not much different. Also in the

production process is not complicated. As a result, the new operator which is interest in the

finished chilled Thai dessert business can enter the market easily.

All About Sweet 44 

2. Intensity of rivalry among existing competitors

Number of competitors

Numbers of competitors are 2 main competitors. Also this competition is not severe

in Thai dessert business that temperature control. And do not have any business owner is a

true market leader, but the trend of competition in the future could potentially fierce

competition increases.

Since there is a market that has this kind of business are few and capturing market

share easily.

Rate of industry growth

Considered a business can have growth rates continue. Thai dessert business that

temperature control considered a business can have growth rates continue. Because apart

from being a successful product. The main component of benefits is the health. That is milk

which has high calcium. Today people interesting about health care. Whether it's exercise or

chooses to dine at the same impact on the body more. As well as receive support from the

government. This was seen from the fact that the government has been campaigning for

consumers turn increasingly to drink milk. It also has the provision “drinking milk day” on

the world.

Product or service characteristics

Thai dessert a business can be considered a basic product with little product

differentiation. Except some business owners in the invention and creative to make a

difference to their products but the differences that make up the product still is a little

different.

That means that those products continue to be similar to the competition anyway.

Amount of fixed costs

Due to the finished chilled Thai dessert business without the complexity in much of

the production process. As a result, investment in fixed costs not high value as well.

All About Sweet 45 

High exit barriers

The finished chilled Thai dessert business is business an investment is not very high,

can payback faster and has break-even. It’s the result in restrictions on the industry low.

So, it not difficult at all when business need to out of the industry.

Diversity of rivals

Due to, the basis of each enterprise Thai dessert business is business are different.

That is focused on the struggle for market share for to be market leadership.

Some are focused on making a difference in the product to attract consumers. In the

future, it is possible that the finished chilled Thai dessert business has a rate of more intense

competition.

3. Threat of substitute product or service

Because of potential changes in technology and customers may change in consumer

tastes. It causes of substitute product such as consumers or customers turned like to eat other

products such as Tohouy milk fruit salad and Tofu milk etc. It cause of the manufacturer turn

to produce other products which is the same or similar materials including those products to

the amount of high calcium and low calorie. In addition, manufacturers or other competitors

may have produced products with milk as the main component that looks similar but the

formula is modified to produce several different types out consist of bakery, cookie, pancake,

cake or ice cream. Which are all products that contain milk, For this reason consumers may

turn to eat a replacement product.

This can be solved by changing the products all the time. It has developed proprietary

formulas are always new products. So, hard to replicate and can respond the needs of

consumers as possible.

4. Bargaining power of buyers

Bargaining power of buyer in the market about the finished chilled Thai dessert quit

less. Since the buyer will purchase per time with a small volume.

All About Sweet 46 

5. Bargaining of suppliers

Bargaining power of suppliers of raw materials factor is less because the materials

used in the production of business to make the finished chilled Thai dessert considered

material and are readily available at retail. Business owners also have the option to purchase

raw materials in several channels. That’s the same type of material sold as many. As a result,

the low cost of replacement (Switching Cost). Business can change suppliers, which is easy

because of the price factor is not much different.

The analysis of the competitive pressure situation can be summarized as five reasons with

“Five Competitive Forces Model” as follows

Factor Effect

1. Threat of new entrants or potential competitors. 1. Easy to entry market.

2. Intensity of rivalry among existing competitors.

2. In present, competition is not very severe. But in the future, the potentially competitive increase to severe.

3. Threat of substitute product or service.

3. A lot of substitute product.

4. Bargaining power of buyers. 4. Bargaining power of buyer is low.

5. Bargaining of suppliers. 5. Bargaining power of suppliers of raw materials factor is low.

http://www.drmanage.com/index.php?lay=show&ac=article&Id=538635262&Ntype=3

All About Sweet 47 

3.5 Market situation analyze

Market Situation

From in tendency about care health for nowadays more and more, impact to more

customer is important for selection the food more in the same way that observe from

advertising product press out is Low–Fat Low–Calories the product or better for you which

has circulation growth in apparently (Journal of the Department of Industrial Promotion,

February, 2008), impact to more producer use these campaign for promote marketing

including type of instant product.

Instant food or ready food is suitable with way of life of the people from nowadays,

there are life hasten and competition all the time including competition with around person,

competition with myself and competition with time, which nowadays people will doesn’t has

time for cook your own and want to convenient and cursoriness which in this element effect

to ready food has tendency continue growth and extreme instant food has advertising and

quality, benefit product media out or low fat product which customer extreme to important

consume.(Journal of the Department of Industrial Promotion, February, 2008)

Refrigerate dessert is the type of instant food that tendency growth in the same way

general instant food and extreme dessert has ingredient of milk and then be held to be receive

attraction from customer. Because of nowadays has much institute take campaign to customer

turn to drinking milk more and more, moreover has stimulate by customer know about this

campaign “World Milk Day” follow plan of United Nations Organization that the good thing

for milk product will accept from customer group more and more. (Source: Thai health)

Refrigerate dessert market is be held to be a large competition market and these is

acquainted firm of customer group including the same level competitor and differ competitor

and this type of product is has many alternative product that effect to competition in business

has violence. Therefore the most important for survival in this business will build the

difference with the own product that has difference from competitor too much.

(Source:http://library.dip.go.th/multim1/ebook/J%20%E0%B8%81%E0%B8%AA%E0%B8%AD127%202552.1.pdf)

All About Sweet 48 

Market Size

Chilled Food is business rapid growth all the time in 5 years by rate 30% per year by

year 2549 has market price in the country more than 10,000 million baht and this is high

competition segment, this market is has new competition all the time because of beside this

market rapid growth continue every year, it has market share appropriate with change in life

of young generation that is majority people don’t cook your own or may be cook in

reduce frequency and want to convenience, fast compound with urban people select to living

in condominium that doesn’t has main kitchen is ready to cook, these element effect to rapid

growth in instant food continue.

(http://www.bangkokbizweek.com/20070604/foodbiz)

All About Sweet 49 

3.6 STP Analysis

3.6.1 Marketing Segmentation

Market Specify company’s bring to market strategy for the market segmentation has

the criterion follow as

1. Geography criterion

- all the province in central region

2. Demography criterion

- Gender

o Separate by male and female

- Age separate in 2 group follow as

o Age between 18-25 years old

o Age 0ver 25 years old

- Education

o Education as over upper secondary school

- Income

o Income middle – high level

3. Psychology criterion

- Value

o Select food by trend

- Living format

o Lifestyle hasten, be satisfy convenience, healthy

4. Behavior buying criterion

- People satisfy eating dessert

- People attend health

- People satisfy drinking milk

All About Sweet 50 

3.6.2 Target Market

Main Target is the group male and female living in central region and has age

between 18-25 years old that are beginning teenage and the end teenage, satisfy novelty and

eating by trend all of attend healthy. The group drinking milk, satisfy convenience and

service cursoriness, spend by emotion more than reason.

Second target group is male group and female group in equal ratio that age over 25 year

olds is a working age group and has behavior like eating dessert and drinking milk but

consider health and has buying power for decide by myself.

Show target group companies

All About Sweet 51 

3.6.3 Product Positioning allocation

Product positioning of all about sweet company’s has criterion position follow quality

product because of dessert refrigerate instant product is use material for produce by consider

benefit of customer’s which take fructose to sweetness replace sugar and take milk for

component replace coconut milk that customer’s eating low dessert calories but high calcium.

Patterns of Target Market Selection

P = Sweet fresh milk

M 1= Teenage as in age 10-22 year old

M 2 = Middle age as in age 23-59 year old

M 3 = Old age as in age over 60 year old

All About Sweet 52 

3.7 Marketing Mix (4P’s)

3.7.1 Product Strategy

Objective products

1. Present product quality different other product and respond need and want of

customer that help customer for more choice selection

2. Developing product are different from competitor more and more and add

image of product for remember about Brand Awareness

Product strategy

Production and develop product has remarkableness difference from competition by

use component in difference from competition are at first use sugar in component change to

use fructose replace to sugar that give sweetness in the same way but will give calories less

than sugar to 4 times all above has use milk replace coconut milk in production which the

thing get from milk is calcium difference coconut milk that give fragrance and delicious ,

sweet and oiliness but dive high calories for to increase benefit with product, therefore

product of sweet dessert that are dessert give “low calories but give high calcium”

My company beginning business plan will do production is dessert that apply dessert

and has until the past to the present which can distribution to want and need of customer in

the present or call one “Thai dessert modern” by in the first year the company will

distribution product in name “Ruby framework milk

Picture 1 show sample crisp pomegranate with milk

All About Sweet 53 

Picture 2 Show sample Bualoy taro

“Bualoy taro milk” product which these bualoy taro milk, customer can selection to

consume all of hot bualoy taro milk and cold bualoy taro milk.

Picture 3 show sample Mixed sweets milk

All about sweet will enlarge line product for more inverse by the shop will increase

product “Mixed sweets milk” which these product preserve oneness of the shop’s about use

material for obtain dessert that “low calories – high calcium”

Source: http://kin-jay.blogspot.com/2006/06/taro-balls-in-coconut-milk-is-bua-loi.html

http://www.foodbuzz.com/recipes/1745556-taro-rice-flour-balls-in-coconut-milk-bua-loi-phueak-

http://www.asiarecipe.com/thaidesserts.html#Thai

All About Sweet 54 

Benefit core product

Dessert for consume has production method are clean dessert, good taste moreover, give

benefit from nutrient for healthful

Basic Product

- Quality; use material quality and clean production method

- Format; easy to consume for customer convenience and respond the way of modern life

- packaging; use material food grade for make packaging and can refractory and durable with cold better and has close film that completely for dessert don’t spill out of packing and no dirtiness that it’s will go into packing

Brand name/Logo

All about sweet is mean the name of company to set up Dessert Company

Dessert is mean food that eat between meal but don’t main meal by may be eat for reduce hungriness

Delicious or add energy that to be a sweetness food and can be a snack

(Source; Wikipedia)

All About Sweet 55 

Packaging

Packaging to use packing dessert will to be a packing 2 layers because of refrigerate dessert has expiration date 10 days, if the shop immediately mix dessert with milk in to packing will impact to physical characteristic of dessert change these is flour of dessert will seclude when to be according, the shop just will seclude between dessert and milk separate from each other by dessert will packing in downstairs of product and milk will packing in upstairs of the product

Packaging made from plastic has name “Polypropylene: PP” that to be a food grade plastic and appearance clear white can durable with cold to more -10৹ and refractory to more 80৹ (can use in microwave) which packaging will has diameter 9.5 cm.

Picture; show packaging

Price- tag

Closure top will to be a close film for customer convenience to consume by film will tell detail follow as

1. Trademark

2. Product name

3. Picture trademark

4. Text “low calories high calcium”

5. Address producer will describe about site of production company for building confident to customer

6. Symbol that indicate to packaging can use in microwave

7. Trade certify from Food and Drug Administration for show this product is permitted check quality and standard from Food and Drug Administration

8. Day/ month/ year of manufacture and expiration date

All About Sweet 56 

9. Barcode

10. Net weight

11. Nutrition data for customer get to know nutrient quantity will get from eat this dessert

Source: ahttp://unipakcenter.com/index1.php?option=com_content&task=view&id=49&Itemid=

http://www.upackgreenvision.com/

Example of trademark and nutrition data

1. Ruby framework milk

Show example of trademark and nutrition data of Ruby framework milk

2. Bualoy taro milk

Show example of trademark and nutrition data of Bualoy taro mil

All About Sweet 57 

3. Mixed milk

Show example of trademark and nutrition data of Mixed milk

3.7.2 Price Strategy

The objective of price

1. To increase market share.

2. To create a competitive advantage.

Pricing strategy

Product pricing of “All about sweet company” will be use pricing strategies is the

market penetration strategy which is set the pricing lower than competitors in its class.

The pricing strategy of the company will be divided into two parts.

That is, will be divided into the shop with the retail distribution in the front of stores.

And part 2 is divided in the shop to shipping the products to convenience stores.

All About Sweet 58 

All about sweet company will be selling desserts and provide 3 desserts include

1. Ruby framework milk (ทับทิมกรอบนมสด) price ฿ 20 Cost 8.78 Baht

2. Bualoy taro milk (บัวลอยเผือกนมสด) price ฿ 20 Cost 7.87 Baht

3. Mixed milk (รวมมิตรนมสด) price ฿ 20 Cost 7.41 Baht

Part of distribution

Because of in this part is a part that the company gets low profit per unit but total distribution in high quantity which the company will delivery to 7-11 (seven – eleven) by price follow as

1. Ruby framework milk that 7-11 will distribution in price 20 baht and all about sweet company will wholesale in price 10.50 baht

2. Bualoy taro milk that 7-11 will distribution in price 20 baht and all about sweet company will wholesale in price 10.50 baht

3. Mixed milk that 7-11 will distribution in price 20 baht and all about sweet company will wholesale in price 10.50 baht

3.7.3 Place Strategy

Objective

1. To serve as channels of communication to target groups with access to the most

2. To support the sales and delivery of products to target directly.

Location

Place in a product located at factory, the factory set up at bangkae area, Bangkok.

This area has size 135 square wah and wide 18 meter and long 30 meter. The route of door

way that easy and convenience to go and can cut in many way to petchakasem 69 soi and cut

to Karnchanapisak ring, Kanlapapuk, Radchapuk and near department store the mall,

carefour, Tesco Lotus bangkae

(Source: http://www.ddproperty.com/property/show/104854)

All About Sweet 59 

The part of place shop is office building Petchakesem 39/3 soi that office is 3.5 shelf

in every is clear room and cement floor in area 16 square wah. Building is north side and,

decorate complete and opposite Tesco Lotus, near The mall. In the future railcars pass

moreover, journey convenience

http://www.thaieasy2home.com/aspxfile/showreside_detail.aspx?resideid=PS2007001741)

Work Hours

Open daily from 10.00 - 19.00

Reason why selection this site?

- Because of this place is customer group more acknowledge

- The place is locate on roadside that easy to see of the people passerby

- Economize expense in distribution because of the place of production is nearly the

shop when production end, so business can bring the product put arrange in front

of the shop for immediately distribution to customer

Distribution channel Structure

Because of target customer group of business is target customer group large size and

to be a common customer group that can buy the product all of age, therefore the shop which

select use distribution structure direct is distribution pass by put in front of the shop for

contract with customer is has highest efficiency moreover

The shop also select use distribution channels pass by retailer which can help in

distribution to throughout customer moreover that will increase circulation and profit include

building strength by building good relationship with customer also that distribution channel

of the shop follow as

The first distribution; direct sales by estimate proportion 30 % all of distribution by

will service in form of distribution in front of the shop that has service product can immediate

eat or buy to eat in your house when customer be provided the shop can present product

dessert refrigerate instant for a one choice to customer in buy to eat in your house or also buy

All About Sweet 60 

for gift because of dessert refrigerate product instant is fresh product that can keep long time

about 10 days

Reason why select distribution channel by direct sales

- Respond need and want of customer better because of the company can

acknowledge of need and want to direct customer when customer be provide

- Control marketing policy for to set price or any sale promotion which can easy to

do this

- Control Quality of product and service because of direct sales make can access

customer in direct

- Immediately improve product because of customer will critic quality of product

and service with company in direct

The second distribution product in 7-11 by estimate proportion 70% all of distribution

Because of dessert refrigerate instant is new product in the selection for distribution

should be select channel that can distribution product to target group customer throughout

Reason why select to distribution channel in 7-11

- Because of 7-11 has branch around country make to distribution for customer

throughout

- Customer has choice for buy product more and more

- Customer get convenience for selection and buying product

All About Sweet 61 

Condition for delivery product to convenience store (7-11)

1. Entrepreneur that do to delivery product to 7-11 will just production product follow

order that get from 7-11

2. Product that distribution in all open type year will to be a product which 7-11 is

monopolize from entrepreneur that delivery product by has condition follow as

1.1 7-11 want gross profit from entrepreneur up to 40% (except freight)

1.2 Entrepreneur don’t just stamp manufacturing date and expiration date wrong

1.3 Price-tag just right follow determinate

1.4 Temperature for delivery product from entrepreneur to warehouse are between 2 ৹-6 ৹

1.5 Temperature of product are between 2 ৹ -6 ৹

1.6 Entrepreneur will responsibility your product in case of, when distribution product

to branch found that has product is damage since 20 over branch

All About Sweet 62 

3.7.4 Promotion Strategy

Due to finished chilled dessert products Due to is a new product. So, the preparation

of strategic marketing campaign, Business must be focus on promoting market to introduce

products to be recognized by consumers to create “Brand Awareness” which the company

has been marketing campaign following.

Advertise

Company has advertised finished chilled dessert products advertising package is

notification to customer for introduce new products to the consumer in mind. It also

stimulates the purchase of basic consumer because when we have product ads, it makes

consumers feel like to try new products.

Media that used in advertise

Brochures

It has prepare brochures for distribution to customers intended to build brand

awareness in the shop and to publicize the information and details about promotions that

occur.

Example of Brochures: Preview Brochures Ruby framework milk

Example of Brochures

Ruby framework

Milk

Made from fresh milk and fructose sugar instead of coconut milk

Taste equally sweet

Special promotion, loosen the summer in April throughout of the mount.

Can buy Ruby framework milk in 18 baht from normally 20 baht

All About Sweet 63 

Preview Brochures Bualoy taro milk

Bualoy taro milk Made from fresh milk and fructose sugar

Instead of coconut milk

Taste equally sweet.

Special promotion, loosen the summer in

April throughout of the mount.

Can buy Bualoy taro milk in 18 baht from

normally 20 baht

All About Sweet 64 

Example of Brochures

Preview Brochures Mixed milk

Mixed milk

Made from fresh milk & fructose sugar

Low calorie & High calcium

Special promotion, loosen the summer

in April throughout of the mount

Can buy Ruby framework milk in 18 baht from

normally 20 baht

All About Sweet 65 

Promotion

Preparation of promotional activities intended to encourage consumers to purchase goods.

The company will host promotional activities from time to time throughout the year.

Sale

For the first of referral finished chilled dessert products is the discounted price to

customers from the cup price is 20 baht per cup will reduce the price is 18 Baht.

Selling a double pack cheaper

For consumers who purchase finished chilled dessert products ready 2 cup from 40

baht to 35 baht Only!

Give premium

For consumers who buy finished chilled dessert products in shops full 199 Baht that

will be free desserts 1 cup value of 20 Baht.

Cash rebate card

The preparation of cash rebate cards value 100 baht are 30 leaves to offer our

customers the full purchase finished chilled dessert products 1,200 or more.

All About Sweet 66 

Promotion plan handbill form

Handbill 

Objective to use - For building awareness trademark of All about sweet shop - For public relation and get news, detail about be on activities - For public relation and get news, detail about be on promotion - For public relation product which business is present that year

Target Group - Drink milk group - First part teenage group between age 18-25 years old - Working group over 25 years old

Operating The company do handbill by will has introduction product that we are present

in that year and has detail about promotion in that time also, that according

from the promotion is stimulate to target group was purchase

Use media Handbill

Boundary - In area of All about sweet company

Budget 5,000 baht

Period time - Apr 1-30, 2011 / Aug 1-32 ,2011/Nov 1 – Dec 31, 2011 - Jan 1 – Mar 31 ,2012/ Jul 1-31 ,2012/ Dec 1-31, 2012 - Apr 1-30, 2013

Result except in

receive

- Customer group occur in awareness and remember the product of All about sweet shop

- Customer acknowledge in detail be on activities - Customer group acknowledge about promotion - Customer acknowledge about product that business want to present

Evaluation Measure form number of customer come to service

All About Sweet 67 

Promotion

Promotion plan in discount form (in front of the shop)

Discount (in front of the shop) 

Objective to use - For stimulate customer to occur was purchase

Target Group - General people

Operating - Business will discount in period of introduction the new product open in market - Discount in winter season - Discount in period time of mom’s festival

Use media Handbill

Boundary Bangkok

Budget 36,000 baht

Period time - Apr 1-30, 2011

- Mar 1-31, 2012 / Oct 1-31, 2012

- Apr 1-30, 2013

- Apr 1-30, 2014

- Aug 1-31, 2014

Result except in

receive

- Customer occur to purchase product increase - Customer group acknowledge in detail of promotion

Evaluation - Number of customer to purchase product - Sales of new product

All About Sweet 68 

Promotion plan Sell twin pack cheaper form

 

 

 

 

Sell twin pack cheaper

Objective to use - For stimulate customer to occur was purchase increase

Target Group - General people

Operating - Promotion in sell twin pack cheaper in valentine’s festival - Sell twin pack cheaper in winter season - Sell twin pack cheaper in Mom’s festival - Sell twin pack cheaper in summer

Use media Handbill

Boundary All about sweet shop

Budget 30,000 baht

Period time - Nov 1-31, 2012

- Apr 1-28, 2013

- Apr 1 – 30, 2012/ Aug 1-31, 2014

- Aug 1-31 ,2015

Result except in

receive

- Customer to occur was purchase increase - Sales of product increase

Evaluation - Sales of product

All About Sweet 69 

Promotion plan in distribute gift form

Distribute gift  

Objective to use - For stimulate customer to occur was purchase increase - Push the product to access customer increase

Target Group - General people

Operating - Distribute gift to customer in case of customer purchase the product in shop complete 199 baht

Use media Handbill

Boundary All about sweet shop

Budget 13,734 baht

Period time - Aug 1-30, 2012

- Jul 1-30 ,2013

Result except in

receive

- Customer occur to purchase product increase - Sales of product increase

Evaluation - Sales of product - Number of customer to purchase product in shop

All About Sweet 70 

Promotion plan in cash discount card form

 

 

 

 

 

 

 

 

 

 

 

 

Cash discount card  

Objective to use - For stimulate customer to occur was purchase increase - For building good image to business

Target Group - General people

Operating - Give cash discount card 100 baht a card to customer in case of purchase product in shop complete over 1,200 baht

Use media Handbill

Boundary All about sweet shop

Budget 3,090 baht

Period time - Dec 1-31, 2012

- Jan 1-31 2013/ Dec 1-31, 2013

- Jan 1-31 2014/ Dec 1-31, 2014

- Jan 1-31 2015

Result except in

receive

- Customer occur to purchase product increase - Sales of product increase

Evaluation - Sales of product - Number of customer to purchase product in shop

All About Sweet 71 

3.8 Sale Forecast

3.8.1 Sale forecast in unit (7-11)

Year 1

Winter Summer Rain Winter

Unit sale

Product Price JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC total

Mixed sweets ฿

10.5

51,202

56,108

84,111

86,563

89,016

68,985

75,935

83,497

91,878

101,076

111,194

122,436 1,022,000

Bualoy taro ฿

10.5

51,202

56,108

84,213

86,563

89,732

68,781

75,628

83,804

91,571

100,667

111,807

121,925 1,022,000

Crisp pomegranate ฿

10.5

51,202

56,108

84,111

86,563

89,016

68,985

75,935

83,497

91,878

101,076

111,807

121,822 1,022,000

Total

153,607

168,323

252,434

259,690

267,764

206,751

227,497

250,799

275,327

302,819

334,807

366,183 3,066,000

 

All About Sweet 72 

Year 2

Winter Summer Rain Winter

Unit sale

Product Price JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC total

Mixed sweets ฿

10.5

84,563

78,957

100,915

125,326

114,814

100,682

85,030

70,197

78,618

101,499

113,062

114,347 1,168,012

Bualoy taro ฿

10.5

84,563

78,957

101,032

125,210

114,814

100,682

85,030

70,080

78,373

101,499

112,829

114,931 1,168,000

Crisp pomegranate ฿

10.5

84,563

78,957

101,032

125,210

114,814

100,682

85,030

70,080

78,373

101,499

112,829

114,931 1,168,000

Total

253,690

236,870

302,979

375,746

344,443

302,045

255,091

210,357

235,364

304,498

338,720

344,210 3,504,012

Year 3

Winter Summer Rain Winter

Unit sale

Product Price JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC total

Mixed sweets ฿

10.5

106,171

101,047

92,506

132,451

133,108

98,550

105,777

106,434

105,120

107,617

105,646

119,574 1,314,000

Bualoy taro ฿

10.5

106,303

101,178

91,980

131,531

132,714

97,499

105,777

107,879

105,383

106,434

108,405

118,917 1,314,000

Crisp pomegranate ฿

10.5

106,303

100,915

93,294

132,583

131,663

96,448

105,646

106,565

105,777

107,485

107,748

119,574 1,314,000

Total

318,776

303,140

277,780

396,565

397,485

292,496

317,200

320,879

316,280

321,536

321,799

358,065 3,942,000

All About Sweet 73 

Year 4

Winter Summer Rain Winter

Unit sale

Product Price JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC total

Mixed sweets ฿

10.5

137,386

108,186

103,660

162,206

162,060

108,186

108,186

108,186

108,186

108,186

108,186

137,386 1,460,000

Bualoy taro ฿

10.5

137,386

108,186

103,660

162,206

162,060

108,186

108,186

108,186

108,186

108,186

108,186

137,386 1,460,000

Crisp pomegranate ฿

10.5

137,386

108,186

103,660

162,206

162,060

108,186

108,186

108,186

108,186

108,186

108,186

137,386 1,460,000

Total

412,158

324,558

310,980

486,618

486,180

324,558

324,558

324,558

324,558

324,558

324,558

412,158 4,380,000

Year 5

Winter Summer Rain Winter

Unit sale

Product Price JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC total

Mixed sweets ฿

10.5

151,125

119,005

114,026

178,427

178,266

119,005

119,005

119,005

119,005

119,005

119,005

151,125 1,606,000

Bualoy taro ฿

10.5

151,125

119,005

114,026

178,427

178,266

119,005

119,005

119,005

119,005

119,005

119,005

151,125 1,606,000

Crisp pomegranate ฿

10.5

151,125

119,005

114,026

178,427

178,266

119,005

119,005

119,005

119,005

119,005

119,005

151,125 1,606,000

Total

453,374

357,014

342,078

535,280

534,798

357,014

357,014

357,014

357,014

357,014

357,014

453,374 4,818,000

All About Sweet 74 

3.8.2 Sale forecast in cash (7-11)

Year 1

Toatal sale

Product JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC Total

Mixed sweets 537,623 589,132 883,161 908,916 934,670 724,343 797,313 876,723 964,717 1,061,296 1,167,533 1,285,574 10,731,000

Bualoy taro 537,623 589,132 884,234 908,916 942,182 722,196 794,094 879,942 961,498 1,057,004 1,173,971 1,280,208 10,731,000

Crisp pomegranate 537,623 589,132 883,161 908,916 934,670 724,343 797,313 876,723 964,717 1,061,296 1,173,971 1,279,135 10,731,000

Total 1,075,246 1,178,264 1,767,396 1,817,831 1,876,852 1,446,539 1,591,407 1,756,665 1,926,215 2,118,299 2,341,504 2,565,782 21,462,000

Year 2

Toatal sale

Product JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC Total

Mixed sweets 887,914 829,046 1,059,610 1,315,927 1,205,551 1,057,157 892,819 737,066 825,490 1,065,742 1,187,155 1,200,646 12,264,123

Bualoy taro 887,914 829,046 1,060,836 1,314,701 1,205,551 1,057,157 892,819 735,840 822,914 1,065,742 1,184,702 1,206,778 12,264,000

Crisp pomegranate 887,914 829,046 1,060,836 1,314,701 1,205,551 1,057,157 892,819 735,840 822,914 1,065,742 1,184,702 1,206,778 12,264,000

Total 1,775,827 1,658,093 2,120,446 2,630,628 2,411,102 2,114,314 1,785,638 1,472,906 1,648,404 2,131,483 2,371,858 2,407,423 24,528,123

All About Sweet 75 

Year 3

Toatal sale

Product JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC Total

Mixed sweets 1,114,798 1,060,989 971,309 1,390,738 1,397,636 1,034,775 1,110,659 1,117,557 1,103,760 1,129,974 1,109,279 1,255,527 13,797,000

Bualoy taro 1,116,177 1,062,369 965,790 1,381,080 1,393,497 1,023,737 1,110,659 1,132,734 1,106,519 1,117,557 1,138,253 1,248,629 13,797,000

Crisp pomegranate 1,116,177 1,059,610 979,587 1,392,117 1,382,459 1,012,700 1,109,279 1,118,937 1,110,659 1,128,595 1,131,354 1,255,527 13,797,000

Total 2,230,975 2,123,358 1,937,099 2,771,817 2,791,133 2,058,512 2,221,317 2,250,291 2,210,279 2,247,531 2,247,531 2,504,156 27,594,000

Year 4

Toatal sale

Product JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC Total

Mixed sweets 1,442,553 1,135,953 1,088,430 1,703,163 1,701,630 1,135,953 1,135,953 1,135,953 1,135,953 1,135,953 1,135,953 1,442,553 15,330,000

Bualoy taro 1,442,553 1,135,953 1,088,430 1,703,163 1,701,630 1,135,953 1,135,953 1,135,953 1,135,953 1,135,953 1,135,953 1,442,553 15,330,000

Crisp pomegranate 1,442,553 1,135,953 1,088,430 1,703,163 1,701,630 1,135,953 1,135,953 1,135,953 1,135,953 1,135,953 1,135,953 1,442,553 15,330,000

Total 2,885,106 2,271,906 2,176,860 3,406,326 3,403,260 2,271,906 2,271,906 2,271,906 2,271,906 2,271,906 2,271,906 2,885,106 30,660,000

All About Sweet 76 

Year 5

Toatal sale

Product JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC Total

Mixed sweets 1,586,808 1,249,548 1,197,273 1,873,479 1,871,793 1,249,548 1,249,548 1,249,548 1,249,548 1,249,548 1,249,548 1,586,808 16,863,000

Bualoy taro 1,586,808 1,249,548 1,197,273 1,873,479 1,871,793 1,249,548 1,249,548 1,249,548 1,249,548 1,249,548 1,249,548 1,586,808 16,863,000

Crisp pomegranate 1,586,808 1,249,548 1,197,273 1,873,479 1,871,793 1,249,548 1,249,548 1,249,548 1,249,548 1,249,548 1,249,548 1,586,808 16,863,000

Total 3,173,617 2,499,097 2,394,546 3,746,959 3,743,586 2,499,097 2,499,097 2,499,097 2,499,097 2,499,097 2,499,097 3,173,617 33,726,000

All About Sweet 77 

3.8.3 Sale forecast in unit (shop)

Year 1

Winter Summer Rain Winter

Unit sale

Product Price JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC total

Mixed sweets ฿

20.0

1,920

2,104

3,154

3,246

3,338

2,587

2,848

3,131

3,445

3,790

4,170

4,591 38,325

Bualoy taro ฿

20.0

1,920

2,104

3,158

3,246

3,365

2,579

2,836

3,143

3,434

3,775

4,193

4,572 38,325

Crisp pomegranate ฿

20.0

1,920

2,104

3,154

3,246

3,338

2,587

2,848

3,131

3,445

3,790

4,193

4,568 38,325

Total

5,760

6,312

9,466

9,738

10,041

7,753

8,531

9,405

10,325

11,356

12,555

13,732 114,975

All About Sweet 78 

Year 2

Winter Summer Rain Winter

Unit sale

Product Price JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC total

Mixed sweets ฿

20.0

3,171

2,961

3,784

4,700

4,306

3,776

3,189

2,632

2,948

3,806

4,240

4,288 43,800

Bualoy taro ฿

20.0

3,171

2,961

3,789

4,695

4,306

3,776

3,189

2,628

2,939

3,806

4,231

4,310 43,800

Crisp pomegranate ฿

20.0

3,171

2,961

3,789

4,695

4,306

3,776

3,189

2,628

2,939

3,806

4,231

4,310 43,800

Total

9,513

8,883

11,362

14,090

12,917

11,327

9,566

7,888

8,826

11,419

12,702

12,908 131,400

Year 3

Winter Summer Rain Winter

Unit sale

Product Price JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC total

Mixed sweets ฿

20.0

3,981

3,789

3,469

4,967

4,992

3,696

3,967

3,991

3,942

4,036

3,962

4,484 49,275

Bualoy taro ฿

20.0

3,986

3,794

3,449

4,932

4,977

3,656

3,967

4,045

3,952

3,991

4,065

4,459 49,275

Crisp pomegranate ฿

20.0

3,986

3,784

3,499

4,972

4,937

3,617

3,962

3,996

3,967

4,031

4,041

4,484 49,275

Total

11,954

11,368

10,417

14,871

14,906

10,969

11,895

12,033

11,860

12,058

12,067

13,427 147,825

All About Sweet 79 

Year 4

Winter Summer Rain Winter

Unit sale

Product Price JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC total

Mixed sweets ฿

20.0

5,152

4,057

3,887

6,083

6,077

4,057

4,057

4,057

4,057

4,057

4,057

5,152 54,750

Bualoy taro ฿

20.0

5,152

4,057

3,887

6,083

6,077

4,057

4,057

4,057

4,057

4,057

4,057

5,152 54,750

Crisp pomegranate ฿

20.0

5,152

4,057

3,887

6,083

6,077

4,057

4,057

4,057

4,057

4,057

4,057

5,152 54,750

Total

15,456

12,171

11,662

18,248

18,232

12,171

12,171

12,171

12,171

12,171

12,171

15,456 164,250

Year 5

Winter Summer Rain Winter

Unit sale

Product Price JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC total

Mixed sweets ฿

20.0

5,667

4,463

4,276

6,691

6,685

4,463

4,463

4,463

4,463

4,463

4,463

5,667 60,225

Bualoy taro ฿

20.0

5,667

4,463

4,276

6,691

6,685

4,463

4,463

4,463

4,463

4,463

4,463

5,667 60,225

Crisp pomegranate ฿

20.0

5,667

4,463

4,276

6,691

6,685

4,463

4,463

4,463

4,463

4,463

4,463

5,667 60,225

Total

17,002

13,388

12,828

20,073

20,055

13,388

13,388

13,388

13,388

13,388

13,388

17,002 180,675

All About Sweet 80 

3.8.4 Sale forecast in cash (shop)

Year 1

Toatal sale

Product JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC Total

Mixed sweets 38,402 42,081 63,083 64,923 66,762 51,739 56,951 62,623 68,908 75,807 83,395 91,827 766,500

Bualoy taro 38,402 42,081 63,160 64,923 67,299 51,585 56,721 62,853 68,678 75,500 83,855 91,443 766,500

Crisp pomegranate 38,402 42,081 63,083 64,923 66,762 51,739 56,951 62,623 68,908 75,807 83,855 91,367 766,500

Total 115,205 126,243 189,326 194,768 200,823 155,063 170,623 188,099 206,495 227,114 251,105 274,637 2,299,500

Year 2

Toatal sale

Product JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC Total

Mixed sweets 63,422 59,218 75,686 93,995 86,111 75,511 63,773 52,648 58,964 76,124 84,797 85,760 876,009

Bualoy taro 63,422 59,218 75,774 93,907 86,111 75,511 63,773 52,560 58,780 76,124 84,622 86,198 876,000

Crisp pomegranate 63,422 59,218 75,774 93,907 86,111 75,511 63,773 52,560 58,780 76,124 84,622 86,198 876,000

Total 190,267 177,653 227,234 281,809 258,332 226,534 191,318 157,768 176,523 228,373 254,040 258,157 2,628,009

All About Sweet 81 

Year 3

Toatal sale

Product JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC Total

Mixed sweets 79,628 75,785 69,379 99,338 99,831 73,913 79,333 79,826 78,840 80,712 79,234 89,681 985,500

Bualoy taro 79,727 75,884 68,985 98,649 99,536 73,124 79,333 80,910 79,037 79,826 81,304 89,188 985,500

Crisp pomegranate 79,727 75,686 69,971 99,437 98,747 72,336 79,234 79,924 79,333 80,614 80,811 89,681 985,500

Total 239,082 227,355 208,335 297,424 298,114 219,372 237,900 240,659 237,210 241,152 241,349 268,549 2,956,500

Year 4

Toatal sale

Product JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC Total

Mixed sweets 103,040 81,140 77,745 121,655 121,545 81,140 81,140 81,140 81,140 81,140 81,140 103,040 1,095,000

Bualoy taro 103,040 81,140 77,745 121,655 121,545 81,140 81,140 81,140 81,140 81,140 81,140 103,040 1,095,000

Crisp pomegranate 103,040 81,140 77,745 121,655 121,545 81,140 81,140 81,140 81,140 81,140 81,140 103,040 1,095,000

Total 309,119 243,419 233,235 364,964 364,635 243,419 243,419 243,419 243,419 243,419 243,419 309,119 3,285,000

All About Sweet 82 

Year 5

Toatal sale

Product JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC Total

Mixed sweets 113,343 89,253 85,520 133,820 133,700 89,253 89,253 89,253 89,253 89,253 89,253 113,343 1,204,500

Bualoy taro 113,343 89,253 85,520 133,820 133,700 89,253 89,253 89,253 89,253 89,253 89,253 113,343 1,204,500

Crisp pomegranate 113,343 89,253 85,520 133,820 133,700 89,253 89,253 89,253 89,253 89,253 89,253 113,343 1,204,500

Total 340,030 267,760 256,559 401,460 401,099 267,760 267,760 267,760 267,760 267,760 267,760 340,030 3,613,500

All About Sweet 83 

3.9 Marketing Expenses

Year 1

Products Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total

Circular 400

400 400 400 400 400 400 400 400 400 400 400

4,800

Discount(when buy 2 product) 500

500 500 500 500 500 500 500 500 500 500 500

6,000

Giftset 350

350 350 350 350 350 350 350 350 350 350 350

4,200

Discount Card (100Bath) 250

250 250 250 250 250 250 250 250 250 250 250

3,000

Total 1,500

1,500 1,500 1,500 1,500 1,500 1,500 1,500 1,500 1,500 1,500 1,500 18,000

All About Sweet 84 

Year 2

Products Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total

Circular 400

400 400 400 400 400 400 400 400 400 400 400 4,800

Discount(when buy 2 product) 500

500 500 500 500 500 500 500 500 500 500 500 6,000

Giftset 350

350 350 350 350 350 350 350 350 350 350 350 4,200

Discount Card (100Bath) 250

250 250 250 250 250 250 250 250 250 250 250 3,000

Total 1,500 1,500 1,500 1,500 1,500 1,500 1,500 1,500 1,500 1,500 1,500 1,500 18,000

Year 3

Products Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total

Discount(when buy 2 product) 500

500 500 500 500 500 500 500 500 500 500 500 6,000

Giftset 350

350 350 350 350 350 350 350 350 350 350 350 4,200

Discount Card (100Bath) 250

250 250 250 250 250 250 250 250 250 250 250 3,000

Total 1,100 1,100 1,100 1,100 1,100 1,100 1,100 1,100 1,100 1,100 1,100 1,100 13,200

All About Sweet 85 

Year 4

Products Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total

Discount(when buy 2 product) 500

500 500 500 500 500 500 500 500 500 500 500 6,000

Giftset 350

350 350 350 350 350 350 350 350 350 350 350 4,200

Discount Card (100Bath) 250

250 250 250 250 250 250 250 250 250 250 250 3,000

Total 1,100

1,100 1,100 1,100 1,100 1,100 1,100 1,100 1,100 1,100 1,100 1,100 13,200

Year 5

Products Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total

Discount(when buy 2 product) 500

500 500 500 500 500 500 500 500 500 500 500 6,000

Giftset 350

350 350 350 350 350 350 350 350 350 350 350 4,200

Discount Card (100Bath) 250

250 250 250 250 250 250 250 250 250 250 250 3,000

Total 1,100

1,100 1,100 1,100 1,100 1,100 1,100 1,100 1,100 1,100 1,100 1,100 13,200

All About Sweet 86 

Conclusion

Our company is analyze the market by using PEST analysis political, economy,

society and technology and our company analyze competition by using 3C analysis SWOT

analysis and five forces model. So, The direct competitor are S&P SYNDICATE PUBLIC

CO., LTD. And Tesco Lotus. And indirect competitors are Rin sweet shop and Dunkin’

Donuts. About customer analysis. Due to in the present, love health trend rather power and

there are milk dessert has low calories but high calcium, customer is love health and like to

drinking milk will choose eat useful food and customer has the way of life hasten and when

want to eat consume that choose instant food which ease to find for eat, instant, and delicious

and convenience to eat. However the market size business rapid growth all the time in 5 years

by rate 30% per year by using STP analysis. About pricing strategy company set price lower

than competitors. And place in bangkae Bangkok area because customer group more

acknowledge and easy to see it and save cost of distribute because can sale in front of shop.

And open every day from 10 A.M. – 7 P.M. In past of distribution channel structure.

Company choose direct sale because need customer to acknowledge company is better and

can easy to control about quality of product and service, policy of price and promotion and

company choose sale in 7-11 because 7-11 branch around country for give convenience for

selection and buying product. Our company will host promotional activities from time to time

throughout the year, give discount, Selling a double pack cheaper, Give premium and Cash

rebate card and our company advertise by using brochures.

All About Sweet 87 

CHAPTER 4

TECHNOLOGY

All About Sweet 88 

Chapter 4

Technology

4.1 Product Characteristics (in detail)

The product characteristic in detail of our product can explain follow; Taro balls

with the whole milk or Bua Loy Phuak. This is desert that has passed a long history in

Thailand. Bua Loy or the little balls in the pot are made of taro, rice, or yam paste, cooking in

syrup. They are served with lightly sweetened milk, and sometimes an egg poached in syrup.

This menu is Thai Vegetarian and Thai dessert. For ingredient are including with Sticky rice

flours, taro, sugar, salt, palm sugar, and the whole milk. And equipment for make this menu it

is most equipment is available in normal household already. For preparation we start from

knead to mix the sticky rice flour with taro well. Mash and knead until the flour is firm. Then

form into small balls, 1/2 cm. diameter. And boil whole milk and skim milk mixture in a pot.

Add palm sugar, sugar and salt. Lower the heat, stir until dissolved. When it is boiled, add

balls. Wait until the balls float. They are done. Serve warm.

Crisp pomegranate or truffle with syrup and milk with a sweet Thai flavor is sweet

like many people, truffle with syrup and milk must be mixed with the sweet taste of fresh

milk delighted. Take care and quality of ingredients and more. Materials will be used to

emphasize the freshness. Major confectionery, containing the same cannot lose. For

materials used in making truffle with syrup and milk includes the main mixed meat diced

truffle, flour, water, red, sweet, fresh coconut milk, sugar, salt, and sugar syrup, jasmine etc.

Selection of raw materials such truffle that is a crisp pomegranate it must add a big because

to make a delicious dessert and the equipment to do it. Most equipment is available in normal

household already. Steps made from shell casings to the truffle then cut into rectangular

cubes. They were then soaked in water, sweet red by approximately 1 hour to install red

nectar into the truffle meat, when truffle, then it is the color to mix with flour. And see dough

sticks to truffle over sift flour, making it the first time and then repeat. The next step is to add

water, raise heat a pot of boiling water. Then the truffle that mix flour prepared to enter into

the noodle, takes about 3 minutes more until the flour is coated with clear truffle, it is floating

up. Do not boil too much because the flour to coat out of my truffle and it will be the dowdy,

when cooked, boiled until a floating frame up. I used to bolt the plate, put into cold water

while the starch to be stable Then scoop up soaked in sugar syrup is prepared again shall be

All About Sweet 89 

completed to make crisp pomegranate. Part of a "milk " fresh start to take 2 type of milk are

whole milk and skim milk mixture, then add sugar and salt. Mix together homogeneous, wait

for raise enough foam from heat and then add fresh jasmine flowers in a bowl with

ears. Brought down on the edge of the radiator milk then cover casserole with milk, jasmine

left a night it was the coconut smell delicious and to the water chestnut with syrup and milk

perfectly.

And the last product of our business is KhanomWan Ruam Mit or Mixed Sweet

Dessert. It is a sweet concoction of mixed treats. KhanomWan Ruam Mit is in soup/ pudding

categories. The most people know this dessert in Khanom Wan Ruam Mit name. It’s easily to

cook by you at home. The ingredients are fructose sugar, whole milk, Singapore Lod Chong,

jackfruit, Klong Klang, Floating jasmine water. For preparing step the most of equipment are

available in normal household already. The first start the dish by mixing sugar and jasmine

water but filter it with the white and thin fabric until it sticky. Then start the second mixer by

mixing coconut milk with big tapioca, Singapore Lod Chong, Klong Klang and Jackfruit. At

the end, mixing those two bowls together and then adds up the ice at the end and serve. This

dish is so simple, just get the ingredients ready and mix them all up together and that’s it.

When serve, add syrup and blend ice if you need more cool.

Source: http://kin-jay.blogspot.com/2006/06/taro-balls-in-coconut-milk-is-bua-loi.html

http://www.foodbuzz.com/recipes/1745556-taro-rice-flour-balls-in-coconut-milk-bua-loi-

phueak-

http://www.asiarecipe.com/thaidesserts.html#Thai

All About Sweet 90 

4.2 Specification

Specification: Start from business plan will produce dessert product which has dessert from

the present by apply dessert can distribute and require of customer in present age or otherwise

call “Modern Thai dessert”. All about sweet will enlarge line product for more inverse by the

shop will increase product “Mixed sweets milk” which these product preserve oneness of the

shop’s about use material for obtain dessert that “low calories – high calcium”.

- Present product quality different other product and respond need and want of

customer that help customer for more choice selection.

- Developing product are different from competitor more and more and add image of

product for remember about Brand Awareness.

All About Sweet 91 

4.3 Product / Service Process

Production Planning and Operations

Manufacturing Strategy; this strategy is important and it will focus on selecting high quality

of raw material. It will focus on the health effects of consuming the least. The company is

focusing on procurement efficiency to obtain raw materials on time to provide raw materials

used in the production of sufficient order of the consumer

Sourcing Processes

Purchase of raw materials used in manufacturing

Material in order to calculate the amount of each material to purchased from the forecast

sales volume and raw material inventories. The materials used in the shop were.

1. Sugar, fructose. Sugar is derived from the extraction of sugar from fruit, which is the

sweeter than sugar, and up to 1.7 times less energy than sugar to 4 times the sugar

fructose can be stored for up to 1 year at room temperature. The shop will order the

Car Business Tel 1213/320 Soi Ladprao 94, Si Rd, Bangkapi, Bangkok

2. Truffle taro, jack fruit, Coconut meat such as pollen stores the four corners the

market town Rangsit 081-632-7499

3. Rice flour, tapioca. Purchasing Partnership with the United Bunya National Flour

45/9-11 Soi 4, Bang Bon, Bangkok 10150

4. Milk Powder (Full Cream Milk) imported COFFEE UP from Switzerland.

Source: http://coffeeuponline.blogspot.com/

5. Cups, plastic with plastic that can withstand heat and cold resistant. (Polypropylene:

PP), which stores will purchase plastic cups from Siam Chris Pack Ltd. 62/794 Moo

2, Soi 29 Seri Thai Road, Klong Kum, Bangkok 10240

All About Sweet 92 

Fresh material

Purchase of raw materials. Buy companies that make day-to-day and the purchase of raw

materials every day and the amount of material that must be purchased from the following

prediction

Table shows the order of raw materials per day

Year

Material 1 2 3 4 5

1. Truffle 187 197 258 314 334

2. Taro 50 53 68 72

3. Jackfruit 21 23 39 45 48

4.Coconut Meat 20 22 27 29

5.Nipa Palm 40 52 55

Table shows a Purchase Order

The purchase of this raw material to forecast the sales of the product and the material that the

supplier will be able to deliver the goods to be protected for 2 days due to the lack of

delivery.

Dried food

Raw food group order form once a week on Monday by ordering a time can produce a period

of 10 days

Milk powder

The company will buy milk by a 2 week time to order one time can produce a period of 15

days

Package

Supplier will ship packages once a week because the company will send supplier packaging

candy packaging, along with those obtained from cantaloupe to buy the company already

Sugar, fructose

We will order once a month due to a glucose fructose can keep up to one year, one time

purchase is available for up to 35 days

All About Sweet 93 

Purchasing systems

Procurement of raw materials store is summarized below.

1. The company will make an agreement with the supplier of the product standards and the

time of delivery according to plan.

2. Materials are submitted by the Company prior to 7:30 with a bill for goods.

3. Verify that products meet standards set and volume shipments reached or not.

4. Make payment to the supplier immediately.

Processing of raw materials

The steps for processing raw material available, basic materials are provided to facilitate the

application process to continue. The processing of raw materials for your company chic

dessert products can be divided into the following.

Ruby framework milk

Welding material

Material that must be connected before the production of sweets such as Jackfruit is being

used for short-term storage. It must be connected first to extend shelf life

The Ruby framework

Frustration due to the Supplier to deliver to the Company as a disappointment to not have to

be cut with a square and the steps to do so starting as Ruby framework

All About Sweet 94 

• bring frustration to soak in the syrup to make a truffle with red beads

• Frustration with the drop down to mix with flour.

• They were then boiled in hot water When the Ruby framework floating ago the plate,

soaked in cold water

• Set water to boil. Then pour milk down. And split milk

All About Sweet 95 

• Then pour the milk into the machine. For milk packaged in bags and put into

packaging

• From the product is chilled in cold water to cool the product temperature change as

soon as possible. After the product depart from the machine

• led to immersion in cold storage products.

• Bualoy taro milk

• Bring the Taro to the boil. When cooked taro taken up and set aside

• Pour rice into the thresh flour Add hot water to wash massage room.

• Boil the taro, which then put the flour is mixed with massage

All About Sweet 96 

• Massage the starch already put into a tablet computer Bualoy

• Bualoy to the boil. When grain Bualoy. Bring it floating the plate, soaked in cold

water

• Set water to boil. Then pour milk down and split milk

• Then pour the milk into the machine for milk packaged in bags and put into

packaging

• From the product is chilled in cold water to cool the product temperature change as

soon as possible. After the product depart from the machine

• Led to immersion in cold storage products

All About Sweet 97 

Mixed milk

• Pandan juice by, cut pandan leaves into small pieces and then mixed with water to

spin in the machine

• Do Eodcnoong line. The starch to put into the thresh flour Pandan leaves with water

to the juice

• When the flour, then massage. Add to the flour into the dough cutting

All About Sweet 98 

• The starch boil. And then the line rises to the plate in cold water

• Set water to boil. Then pour milk down. And split milk

• Then pour the milk into the machine. For milk packaged in bags and put into

packaging

• From the product is chilled in cold water to cool the product temperature change as

soon as possible. After the product depart from the machine

• Led to immersion in cold storage products

All About Sweet 99 

Source: http://kin-jay.blogspot.com/2006/06/taro-balls-in-coconut-milk-is-bua-loi.html

http://www.foodbuzz.com/recipes/1745556-taro-rice-flour-balls-in-coconut-milk-bua-

loi-phueak-

http://www.asiarecipe.com/thaidesserts.html#Thai

Packaging

Packing of candy products will be divided into two parts together, but in the second part will

be used the same equipment as follows

1. Packaging

• Cup will be put in the bowl

• Cup will flow out of the box. Staff will dip products, which include ruby taro mixed

Bualoy frame

• And when the machine moves the milk bag to put it down on Class 2 of a cup

• The machine moves in terms of cover

• From the product will fall into the milk tank

2. Bags packed milk

• Breast milk bags. Milk mixture will already be put in the slot machine milk

• Breast milk bags are inserted in the bag

• Bags will flow into the cone, only milk. Then milk was flowing out of the box into a

bag

• The machine will move in to seal it.

All About Sweet 100 

4.4 Location

Place in a product located at factory, the factory set up at bangkae area, Bangkok.

This area has size 135 square wah and wide 18 meter and long 30 meter. The route of door

way that easy and convenience to go and can cut in many way to petchakasem 69 soi and cut

to Karnchanapisak ring, Kanlapapuk, Radchapuk and near department store the mall,

carefour, Tesco Lotus bangkae

(Source: http://www.ddproperty.com/property/show/104854)

The part of place shop is office building Petchakesem 39/3 soi that office is

3.5 shelf in every is clear room and cement floor in area 16 square wah. Building is

north side and, decorate complete and opposite Tesco Lotus, near The mall. In the

future railcars pass moreover, journey convenience

(Source:http://www.thaieasy2home.com/aspxfile/showreside_detail.aspx?resideid=PS2007001741)

All About Sweet 101 

4.5 Facility Layout.

Pattern of company and factory

Figure1 show pattern of company and factory

All About Sweet 102 

The building in factory

Building of factory has wide about 13 meter, long 21 meter and high 4 meter. The

area of this room is about 273 square meters in the building have building from brick. The

structure of roof-tile use Chang brand. The floor is cover by cement.

Pattern of factory

Figure2 Show pattern of factory

 

Figure 3 Show pattern inside factory

All About Sweet 103 

Fence construction of factory

1. Fence of All about sweet company have long about 96 meter. It makes of brick.

The highest of fence about 2 meters. The color of fence is grey. Cost of fence is 1,600 baths

per meter. Total cost of fence is 153,600 baht.

Figure4 Fence in around the factory

2. Fence in front of the factory has wide 3 meter and high 2 meter. Cost of Fence is 7000 bath per meter.

Figure5 stainless fence of the company

All About Sweet 104 

Parking place

15

6

Figure6.1 Parking place

Figure6.2 Parking place

Parking place for the company use white color from Joton color to divide place.

Cost of parking place

Joton Beger Paints White Color 2 tank Cost 1,050 bath

Total cost 2,100 bath

All About Sweet 105 

Office building

Inside of office floor 1, the office building have 2 sides and has 3 rooms such office

room, kitchen, and toilet by have door bar out between 3 room. All about sweet company

having a wide 5 meter, and long 8 meter and high about 4 meter. The area of this floor is

about 40 square meters. There are for customer that wants to contact with our company and

to buy product and set the tables and chairs for customer that want to eat dessert in this shop.

Second is side of toilet and kitchen for employee and customer. In the toilet have wide

and long about 2x2.8 meter. The area of this room is about 5.6 square meters. The kitchen has

wide 3 meter and long about 2.8 meter. The area of this room is about 8.4 square meters.

Inside of office floor 2, having wide 5 meter, long 10.8 meter and high about 4 meter.

The area of this floor is about 40 square meters.

Figure7 plan base of office building floor1

All About Sweet 106 

Figure8 plan of base of office building floor2

All About Sweet 107 

Figure9 pattern inside office building floor1

color Position

0 Air conditioning

0 Freezer.

0 Office chair

0 Table

0 Television

0 Computer

0 Counter kitchen

0 Aluminum kitchen cabinet

All About Sweet 108 

Figure10 pattern inside office building floor2

color Position

0 Air conditioning

0 Cabinet.

0 Office chair

0 Desk

All About Sweet 109 

Plant for producing

We should to building our plant. We employ the constructor by we have the facility layout of

our plant to them and we descript our want about the plant and they have the standard price of

construction. Before we employ the constructor we have to searching about the price and

detail from the website and asking some of the constructor. And the company that we have

choose is the Bexample Ltd.; 101 moo.4, Sratetakit village Rd., North Bang Kae, Bang Kae,

Bangkok. Tel 02-4219258. E-mail bexample_coltd@yahoo.co.th.

Source: Mr. Sira Kraijinda Tel: 086-7684950

One – floor plant building

No. Type/list of construction Price/square meter Building 1 1.1 One – floor office building Platform 1 m. - Pile 6,900 - No pile 6,500 1.2 One – floor office building Place on the Ferro-concrete - Pile 6,600 - No pile 6,100

Table: show type of building

http://www.buildingmart.org/construc8.php

All About Sweet 110 

Detail of Building

1 Structure - Steel Structure

2 Roof Structure

- Material of roof

- Steel Structure

- Carved roof

3 Floor and ladder - Steel Structure

- Asphalt; Production in Domestic for lay only the indoor

4 Wall -Brick and plasters

-Block Room

5 Ceiling -Indoor – Gypsum board

-Outdoor – Asbestos tiles 4 mm.

6 Toilet

-Floor

-Wall

-Sanitary ware

- Steel Structure; White glazed tiles

7 Door and windows -Wood frame or steel

-Stained glass; Teak frame or steel

8 Electricity, Water supply, and paint

-Include

http://www.bb.go.th/support/Std/Construc/Construc49/descp_con/descp_c8-1.htm

4.6 Logistics Management

Delivery system

All about sweet company will just delivery product to retail shop that company will

distribution product follow as

1. After the company packing product into basket of 7-11 already

All About Sweet 111 

2. Move basket into cool car for delivery product to warehouse 7-11 that cool car use in

move product will control temperature coolness 2 ৹ -6 ৹

3. When move to warehouse already will wait for change basket come back for use to

move product in next times

4. After that warehouse 7-11 will distribution product to their branch

All About Sweet Company Limit Transport.

Warehouse

The process of shipping

Cleanliness

Cleaning of production areas: The Company will provide all cleaning area in every

time there is a change of shift in each shift as well as cleaning of the engine. Equipment used

in manufacturing must be cleaned every time a user successfully. In addition, equipment must

be stored in the storage before the operation. And ensure ease of use and also the quality in

terms of cleanliness of the product

All About Sweet 112 

4.7 Machine/ Tools/ Equipment

Equipment and Machine cost Depreciation Depreciation Depreciation (per year) (per month)

Cold storage

210,000.0 10years 21,000.0 1,750.00

Machine cover a Rotary

2   

175,000.0 5year 35,000.0 2,916.67

Cover packaging a Inline.

 

200,000.0 5year 40,000.0 3,333.33

 

 

All About Sweet 113 

Equipment and Machine cost Depreciation Depreciation Depreciation (per year) (per month)

Bualoy tablet machines.

37,000.0 5year 7,400.00 616.67

Pot stirred.

 

20,000.0 5year 4,000.0 333.33

Measuring scales.

16,000.00 5year 3,200.0 266.67

Shaker

12,000.0 5year 2,400.0 200.00

All About Sweet 114 

Equipment and Machine cost Depreciation Depreciation Depreciation (per year) (per month)

The 400-liter tank.

  

5,995.0 5year 1,199.00 99.92

Tank contains 800 liters.

2,640.0 5year 528.00 44.00

Cart single layer.

5,480 5year 1096.0 91.33

 

http://www.thaisecondhand.com/_board/bn/data/BN8884182.html

http://www.sirikrai.com/mbdetail.php?id=0078&productname=sakayaautomate%20-%20%E0%A4%C3%D7%E8%CD%A7%A1%C7%B9-%BC%CA%C1%20%E1%BA%BA%E4%C1%E8%C1%D5%A4%C7%D2%C1%C3%E9%CD%B9

http://www.songkwae.com/foxboard/question.asp?QID=10595

http://www.winwinpackaging.com/product8.html

http://www.brandexdirectory.com/catalog_detail.php?pro_id=594&lang=&com_id=240

All About Sweet 115 

Office Equipment

Office Equipment

Cost

Double A Copier Paper A4 80g. (5/Pack)

545.00 / Pack

555 9/125 White Perforated Envelope 4 1/4x9 1/4"

42/pack

Diamond Thermal Calculator Roll

57mm.x35m.(10/PK)

107/pack

Pentel Hi-Polymer ZEL08 Eraser Big

19/กอน

All About Sweet 116 

Horse 9100 Pencil 2B

35/กลอง

Pentel ZL72-W Fine Point Correction Pen 4.2 ml.

59/ดาม

Pentel BK66 Ball Pen (0.7 mm.) Blue

15/ดาม

Elephant 120 Box File A4 3" Black (6/Pack)

339/pack

Elephant Titania 10 Staples

4.75/ กลอง

All About Sweet 117 

Eagle 1039A Staple Remover

50/อัน

Horse 110 Double Clip (1 1/4")

23/กลอง

Motex MX-6600S Plus Price Labeller 8 Stakes

3300/คร

Elephant DP-540 Paper Punch

160/เคร่ือง

Elephant HEA 0285 HeavyDutyScissors 8.5"

53/อัน

All About Sweet 118 

Elephant 1801 Cutter

34/อัน

Inca Cutting Matt 22x30cm. A4

132/แผน

Horse H-12 Ruler 12"

6.50/อัน

Scotch 500 Transparent Tape 1" Core 1/2"x36 y.

17.50/ มวน

Scotch Multi Purpose White Glue 118ml.

39.00/ขวด

All About Sweet 119 

Robin Fancy Bill Rack 4"

26/อัน

Horse 2 Stamp Pad Blue

35/ แทน

Aroma AP-402 Pencil Sharpener

136 / เครื่อง

Panasonic KX-T2375MXW Telephone White

2,150.00/คร

All About Sweet 120 

Panasonic KX-MB2025CXW Fax Machine

9,990.00/คร

Casio MX-120S Calculator 12 Digits

315.00/คร

PBM P101

6500/ เครื่อง

All About Sweet 121 

4.8 Depreciation Cost

Year 1

Year 2

All About Sweet 122 

Year 3

Year 4

All About Sweet 123 

Year 5

All About Sweet 124 

4.9 Human resource management plan

Health is important for Thai people in the present. Many types of food produced for

love when it comes to health, but sweet. These groups are not buying because they thought

that eating well but have a sweet taste of sugar, which cause many diseases. Therefore, the

business and operations and modifying a sweet, healthy snack is more common that most

businesses that do that tend to be small and medium enterprises (SMEs) business is in the

nature of business activities. Structure of the business is not complicated to work within the

family would be a help to produce and distribute.

In the future operations of the business has expanded from the original products

increased emphasis healthcare industries. Recruitment will increase traffic on the nomination

by posting locations or Walk in.

In addition to the training of staff training before the employees come to work and

then will open training on various health related to employee health and can produce quality

products with When training and then evaluate what you get from training and evaluation of

performance is to add something to motivate employees to love the organization,

organizations, and the longer the benefits and related activities that will help people. want to

stay with the organization and build good relationships with personnel within the business.

Problems encountered in the present

The employee to resign more often

Working in each position is not clear

There are no rules to punish employees when not working

The purpose of implementing the management of human resources

Can increase incentives to work to retain employees to stay with the organization

Create rules to be acceptable to staff and legal staff to comply with a valid

The result is expected to receive

Gives employees the organization has for a long time

All About Sweet 125 

All employees have good health to create products that can be useful and good for the

health of consumers

Vision

Focusing attention on personnel processes and products to the health of customers.

Promote learning to build quality and the difference of product acceptance by consumers.

Mission

1. Nomination of qualified personnel selected to work and care are appropriate to

that position.

2. To promote the knowledge and personnel to develop the manufacturing and

service continued.

3. Development of personnel with knowledge and skills in manufacturing and

services continued.

4. Training for employees with knowledge of the same standard and highly efficient.

Proprietor

Management and Sales

Produce

Marketing Manager

Accountant

Human Resource Officer

Plant Manager / Produce

Customer Assistant

Transfer

Employee

Stock

Employee

Manufacturing

Employee

All About Sweet 126 

5. The activities of labor to build morale and the best of Puck loyal to the

organization.

6. Conducted an evaluation of the performance to find a way to fix a flaw in the

work. In order to achieve the criteria set forth.

Goal

Short-term goals

1. The recruitment and selection, the ability to work effectively with manufacturing

capabilities and services to satisfy its customers.

2. Personnel involved in providing feedback on design and product development to

meet the needs of consumers.

3. To develop the talents of the line to increase the knowledge and the most

effective.

4. To motivate employees to gain the sense of commitment within the organization.

Long-term goals

1. The recruitment and selection, with the unique ability to make dessert for a

quality product and meet consumer.

2. To develop your staff to more efficiently build and integrate the knowledge of

employees.

3. Promoting unity within the organization to provide personnel to staff the

commitment to the organization.

All About Sweet 127 

Manpower planning

Strategy

In manpower planning in the number of people have adequate and suitable to the

circumstances of the Company and shall be consistent with the operation of the business

today. The analysis of sales results for the marketing department has estimated to forecast the

manpower to meet the operational plan of the Company.

Strategy

In manpower planning in the number of people have adequate and suitable to the

circumstances of the Company and shall be consistent with the operation of the business

today. The analysis of sales results for the marketing department has estimated to forecast the

manpower to meet the operational plan of the Company.

Position Number of people

Plant managers and production. 1

Production staff. 8

Employees held stock. 1

Delivery staff. 1

Marketing Manager. 1

Salesperson 1

Total 28

From a table in the current workforce can be divided into two parties are parties Generating

sales management and employees, each party has the following.

Management and sales

Marketing Manager: Responsible for advertising such products as the booth to bring the

goods offer so figure out how to expand our products to our customers to know more and

care practices of employees, sales and delivery of care, finance and accounting

All About Sweet 128 

Salesperson: Duty customers Recommended products and taking orders from customers

and responsible care and revenue expenditure incurred for each day in the shop.

Employees held stock: Are responsible for the product packaging arranged according

to customer order and divided Order Products Available for delivery to stores.

Delivery staff: Are responsible for sending the goods to the store and send the Order

places where it used to sell products as well as send and receive documents.

Generating

Plant managers and production: Responsible for the preparation of raw materials and

supervise the work of staff, production and packaging to distribution is also a new formula in

a product to product quality and consumer response.

Production staff: A snack in front of operation steps to packaging and packaging

products. This job required that employees have the skills to make desserts. To provide a

quality product out.

In manpower planning has added jobs increased by 2 positions due to the current

owners have worked to do many things such as financial and recruiting manual, which the

owners do not have expertise that is directly added bookkeeper position. And human

resources staff is responsible for following up.

Bookkeeper: Responsible for accounting and financial planning organizations, and allocate

to each party.

Human resources staff: Responsible for staff recruitment, training and evaluating

performance of employees. Also manages the activities of employees within the organization

to the unity

Because each business year, each business must be profitable growth and a decrease each

year because the economy in both good and bad mixed together to. The Company can not

predict that over time what is good or bad in the planning people are divided into three

situations is a good situation. Normal circumstances, the situation is bad and as manpower

planning.

All About Sweet 129 

Situation better

Because the business has good sales and good economic conditions or a different season, that

consumers have more buying power and product demand to the Company's production

increased by Order of the client. Therefore the need to increase the capacity to produce much

in the sales of products each year, which are anticipated

Position Year 1 Year 2 Year 3 Year 4 Year 5.

Marketing manager. 1 1 1 1 1

Accounting emproyee 1 1 1 1 1

Human resources staff. 1 1 1 1 1

Employees held stock. 1 1 1 1 1

Staff transport 1 1 1 1 1

Salesperson 1 1 1 1 1

Plant managers and production 1 1 1 1 1

Production staff. 8 9 10 12 15

Total 15 16 17 19 21

Table estimates are in a good situation to see that since the 3 has been added production capacity in staff positions that are in production, because in three years sales have increased. Capacity must be increased by the other places do not have to increase the number of people because of where each employee can work with sufficient capacity to function as detailed below.

All About Sweet 130 

Situation regular

Due to regular sales of business and economic conditions are not very good. Consumers have more buying power is not much and the products are made according to customers order. According the reinforcements variable based on sales increase I have the sales increase. Each year estimate follows:

 

Position Year 1 Year 2 Year 3 Year 4 Year 5

Marketing Manager 1 1 1 1 1

Account staff 1 1 1 1 1

Human resources 1 1 1 1 1

Employees held stock. 1 1 1 1 1

Staff transport 1 1 1 1 1

Sale holder 1 1 1 1 1

Factories and production Manager

1 1 1 1 1

Production staff 8 8 8 8 8

Total 15 15 15 15 15

Table 27 Estimates of reinforcements under situation regular From Table 27 Estimates of reinforcements under situation regular that show; Since the year 3 have been added production capacity in staff positions which is in production because in years 3 sales have increased from normal. The other positions do not increase the number of people because of where each employee can work and the work is sufficient. Which are detailed below.

All About Sweet 131 

Method the estimated manpower

Formula Sales per day ÷ actual production capacity per day = number of staff required per day

Calculate Actual production capacity per day 600 cups : persons : day.

Situation worse

Due to the business sales are not good and economic conditions worse. The consumer is buying less than usual and demand of customer decrease. Order the product by the customer is decrease too. It the cause of decrease in production and reinforcements.

Each year estimate follows:

Position Year 1 Year 2 Year 3 Year 4 Year 5

Marketing Manager 1 1 1 1 1

Account staff 1 1 1 1 1

Human resources 1 1 1 1 1

Employees held stock. 1 1 1 1 1

Staff transport 1 1 1 1 1

Sale holder 1 1 1 1 1

Factories and production Manager

1 1 1 1 1

Production staff 8 8 7 7 6

Total 15 15 14 14 13

Table 28 Estimates of reinforcements under situation worse

From Table 28 Estimates of reinforcements under situation worse that show; Employees are only slightly lower in the first and added production capacity in staff positions which is in production which is produced in the production line because in years 3, sales have increased, but less than the normal amount. Capacity must be increased not so much. The other positions do not increase the number of people because of where each employee can work and the work is sufficient. Which are detailed below.

All About Sweet 132 

Note. The company focuses on manufacturing exports by order rather than sale in front of store. Thus, in the work of our management and sales department do not have to increase employee. In reinforcements planning. The number of employees in the first year were less than the number of employees of the business today because the company is to manufacture new products to be sold and has recently entered the market in a first year. The production, so there were not many and the number of manufacturing employees divided by the production staff today but the employees of other department using current employees the existing business. And add a new position because All about sweet has established to be company and must have a lot more work. Recruitment and selection Recruitment strategies

Recruitment strategies will focus on recruiting people appropriate the desserts business consistent with the rate plan and situation in a timely manner.

The recruitment plan. Recruiting plan under situation regular

For the finished chilled Thai dessert products business recruiting has come mainly from nearby such as shop front, online shopping, plaza and the label announced etc. Recruiting plan under situations best. For the range of festival like Christmas’s day, New Year's Day, Valentine's Day etc. Company will have increase sales more than usual. While capacity may not be enough demand may result in loss of business income and may affect the image of the business. Company need more time to produce product in the same time.

Recruiting plan in the situation worse. For the situation worse company has reduced the number of employee slightly. But also add some staff positions to prevent the problem of labor. The company need to reduce some costs as compensation to the other by clarify the situation that occurred to employees. Recruitment process.

All About Sweet 133 

Step 1 Identify job Assigned tasks follow the strategy of the organization and the structure of the organization that suitable for task analysis with job description and job specification of candidates. Step 2 of reinforcements planning.

Reinforcement planning must base on the amount of sales, including forecasting the number of people to have adequate and suitable for the situation and to be consistent with the operation of the business. Step 3 operations. Channel of recruitment. 1. The applicant to fill out an application itself (Walk-ins). Candidate who is interest will come into contact and ask to receive the application from the company and fill history and data on the application. Then the company will select a qualified candidate as needed to collect. And discrimination in each position, the human resources staff will consider a brief history to request an interview and follow the steps of selecting. The data selection is collect for interview the next time. 2. An application letter to apply in person (Write-ins). Candidates to write their own brief history according to the published for consideration. and attach the address for the company will contact when business needs or interests of any special application, it can contact for interview immediately. 3. Poster The Company will be posted as shop front, online shopping, plaza, public schools labeled as genera Recruiting budget

Items Year 1 Year 2 Year 3 Year 4 Year 5

Poster 500 500 500 500 600

Application 200 200 200 300 500

Walk in - - - - -

Total 700 700 700 800 1,100

Table 29 Recruiting budget.

All About Sweet 134 

Strategy selection All about sweet company focus on the selection of staff are appropriate to the position intellectual, capability, creativity, loyalty, including positive attitudes toward work. Selection of persons to work. What business is considered first, suitability of job applicants to work on the nature of preferences and to have a positive attitude and a love of work followed by the appropriate knowledge, skills and appropriate education as well as creative in creating new product style, which works out well, resulting in business growth in the future. The steps in selection employees 1. Jobseekers fill application form to complete by own handwriting with evidence in the application follows: 1. Copy of identity card 2. Transcript 3. Copy of registration. 4. A copy of marriage / divorce certificate (if any). 5. Copy of driver's license motorcycle license / car 6. Proof of name change or last name change. 7. Copy of certificate of military service. 8. Copy of salary certificate / certificate (if any). 9. Copy of certificate of training (if any). 2. Human resources staff will consider basic features that they match up with its job or not, and delivered to the owner. 3. A candidate for an interview to see attitude, acumen, earnestness, personality and the corresponding features. The interviewer will have a record of interview of each candidate and to examine the history of the applicant or check the reference person in the book. For example, from the original establishments or last company, for to know the behavior of a job interview.

4. When the applicant through the process already. Human resources staff will consider appropriate and the owner to sign the authorization to do contract employment. Training. All about sweet company have training and development to employees as appropriate for your job responsibilities and according to the needs of the company. The company will provide training to all employees for understand the processes and responsibilities in their job. So, to increase skills and knowledge as well. Strategy of training Focused training and development personal to have knowledge and ability on a regular basis to increase knowledge of appropriate and can be transmitted to others.

All About Sweet 135 

Objective of training 1. Prepare employees prior to working with colleagues for avoid problems while working and to work effectively. 2. Employees so that the expertise in using tools and equipment to perform better and skills to solve the immediate problem. 3. Development staff with knowledge to enable it to increase its ability in work.

Training and development process 1. Orientation for new employees. Orientation for new staff is trained to provide knowledge about the history of the company and its products. So that new employees are learning and adaptation correctly appropriate. 2. On the Job Training During this training really work. Employees to understand how it works proper. The limited work that must be made real only. The employees that work in general, regulators are waiting to perform correctly. The participants receive from their own practice as a major. During the post-training by “Coaching” In coaching, it use the manager or person with knowledge of the work directly for allowing preview after that the employees to do follow. The coaches will take the advice and encourage employees to solve problems. 3. Off the Job Training. Off the Job Training is an external training company. Company will send employees to training courses that can develop the skills and knowledge of employees to work more efficiently and applied to the organization to benefit. This will result in the company operations went well.

Internal training courses. 1. Orientation course for new employees. 2. Safety at work. 3. Knowledge about its products. 4. Special techniques of production. External training courses. 1. Service from the heart to the customer. 2. The development of the product. 3. Training travel

All About Sweet 136 

  

Course Department Estimated cost for the training.

Year 1 Year 2 Year 3 Year 4 Year 5

Orientation course for new employees.

new employees.

1,500 1,500 1,800 2,500 3,300

Safety at work. Every

employees 3,000 3,000 3,600 5,000 6,600

Training travel. Sale person 3,000 3,000 3,000 3,000 3,000

Knowledge about its products.

Production staff

1,500 1,500 1,800 2,500 3,300

The development of the product.

Factories and

production Manager

3,000 0 3,000 0 3,000

Techniques of production.

Production staff

1,500 0 1,500 0 1,500

Service from the heart to the customer

Sale person 1,200 0 0 0 0

Total 14,700 9,000 14,000 13,000 20,700

 Estimated costs for the training.

 Evaluation of the performance Evaluation of the performance. The evaluation process of employees in various fields both performance and other features. Valuable for the performance period set forth certain under observation, entry and evaluation. The supervisor is based on a systematic and standards. The criteria for evaluating the performance in practice which is fairness to the symposium and conducted an evaluation of the performance evaluation of 2 times in year. No. 1 from December to May. No. 2 June to November. Administrators must be conscious and monitoring the performance of employees on a regular basis and employees themselves must be actively at work all the time. In each assessment, administrators and staff will discuss the evaluation together for find ways to solve performance problems of employees. At the end of the year will be collected throughout the year of assessment to the salary adjustment and improvement and development work, planning and training to employees.

All About Sweet 137 

Strategy Evaluation of performance indicators by major operations to evaluate the performance is fair and accurate. Results can be obtained through salary increase for employees. Objective 1. For the evaluation of performance used in the analysis of the need for training. Procurement Program and explore the need for training. 2. Employees aware of their deficiencies and potential in working to find ways to reduce it. 3. To encourage the performance of the staff more efficiently.

Performance evaluation plan. The company has prepared a performance evaluation. Which is determined by KPIs Core Competency and Functional. Competency assessment is a 180-degree assessment is a superior and subordinates to evaluate alternate employees to participate in evaluating and determining the weight ratio of the assessment is 70% of supervisors and subordinates 30%, then the announcement for everyone to be aware understanding match. In the evaluation of the results that come out to be a grade salary increase. Performance improvement and training for employees. The following grades. Grade A. 90 points or more. Grade B. Scores from 70-89. Grade C. Scores from 50-69. Grade D. Less than 49 points. Grade the performance evaluation divided based on assessment scores come out. For example, if 90 or more points will be Grade A, which is related to the salary increase.

All About Sweet 138 

Indicators of performance (KPIs)

Position KPIs

Marketing Manager

1. Percentage of the sales increase. 2. Rate of the market share increase. 3. Number of working errors. 4. Percentage of work that is follow planned.

Account staff

1. Percentage of work for mistakes. 2. Percent of the cost estimates are accurate. 3. The number of times working late. 4. The number of times to close the statement within the time period.

Human resources

1. The number of a document errors and lost documents.

2. Recruiting ratio that fast.

3. Number of working errors. 4. Percentage of training that is follow planned.

Sale holder

1. Ratio of satisfaction in customer service.

2. Percentage of sales. That does not follow the target. 3. The number of receive cash and cash payment late. 4. Percentage of sales increase

Employees held stock.

1. Percentage of the correct product. 2. The number of count product errors 3. The number of times that a product is damaged.

Staff transport 1. Totality of the delay. 2. Percentage of lost documents. 3. The number of times a defective product.

Factories and production Manager

1. Ratio of product development 2. Percentage of new products. 3. Number of working errors. 4. Percentage of work that is planned.

All About Sweet 139 

Production staff

1. The ratio error of cost of goods sold. 2. Percentage of sales. That does not follow the target. 3. The number of times that a product is damaged.

Indicators of Performance (KPIs).

Organizational skills and core competencies 1. More knowledge of the company's business and knowledge provide an overview of the organization and product for understand the process and love the organization. 2. Highlighting the results and success of the task of own, team and organization. 3. Appreciation in the benefits of the organization and the expression of commitment and recognize the value in the maximum of benefits of the organization. 4. Commitment to change the product in timely.

Functional Competency 

Position  Functional Competency 

 

 

 

 

 

 

Marketing Manager 

 

 

 

1. Planning marketing strategy  

2. Decision, Analysis and solve problems  

3. Knowledge of marketing management  

4. Leadership  

5. Communication  

6. The division within the administration  

 

 

 

 

 

All About Sweet 140 

 

 

 

 

 

 

Human resources staff 

 

1. The strategy of human resource management 

 

2. Decision, Analysis and solve problems  

3. Knowledge of human resource management  

4. Leadership  

5. justice  

6. Influence and encouragement  

7. Communication  

 

Marketing staff 

1. The planning of marketing operations  

2. Decision, Analysis and solve problems  

3. knowledge of marketing management  

4. Communication  

5. Wariness  

6. Honest  

Functional Competency

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Position  Functional Competency 

 

 

 

Accounting Officer 

 

1. Planning and working knowledge of accounting and financial management 

       2. Decision, Analysis and solve problems 

      3. Communication 

      4. Wariness 

      5. Honest 

 

 

 

Employee stock 

    

     1. The operational plan for the provision of goods 

     2. Decision, Analysis and solve problems 

     3. Communication 

     4. Wariness 

     5. Honest. 

 

 

 

Delivery staff 

   

     1. The course of action the ship 

     2. Decision, Analysis and solve problems 

     3. Communication 

     4. Wariness 

     5. Honest 

 

 

 

Salesman 

     

1. The plan for sales. 

     2. Decision, Analysis and solve problems 

     3. Knowledge of the company's products 

     4. Honest 

5. Wariness 

6. Negotiation 

Functional Competency (continue)

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Expenditure Estimated costs in evaluating performance 

Year 1 Year 2 Year 3 Year 4 Year 5

Assessment staff in document expense  

1,300 1,300 1,520 1,620 1,820

Table 33; Estimate expense in assessment 

Compensation and Benefits

Strategy

Compensation will hold to one's principles about capacity in compensation the

Company's current main and add increase compensation by fair and reasonable for persuade

employee to work for the company with all one's ability and can preserve employee stay with

the company

Position Number of

people

Basic salary

Plant managers and production 1 15,000

Production staff  8 7,000

Employees held stock 1 7,000

Delivery staff 1 7,000

Marketing Manager 1 8,000

salesman  1 7,000

Total 13 73,000

 

Show the current basic salary 

 

All About Sweet 143 

Increase compensation

The company will increase salary in year 3 because of in year 1 and 2 beginning

production and has product a little bit that profit which not enough to adjust compensation by

compensation will considerate from capacity evaluation that will has evaluation 2 times per

year for get works be correct, completely and more clearly which adjust compensation has

criterion follow as increase 10% for labors.

At first, The Company is allocate welfare to employee alike is social security. Therefore in

plan of welfare the Company that will allocate welfare to employee all of is required by law

and besides employees is being improved moderately.

1. Basic welfare required by law follow as

- Business arrange drink water bath room and toilet that correct follow hygienic

condition and has enough quantity for employee

- Legal holiday at least 13 day by law

- social security contributions by business will reduce social security

contributions in part of business 5% and employee part 5% (calculate from basic

salary until 1,650 baht to 15,000 baht) and bring to Department of public Welfare

every month for a fund to insured to receive benefits that will protect insured 7 case

are

1. In case of illness or injury

2. Maternity

3. Invalidity

4. Death

5. Child welfare cases

6. Old age

7. Unemployment

2.

2. Welfare besides by law follows as

- Uniform employee 2 uniform per year by allocate 2 parts are allocate for divide employee management and sale with production that blue color shirt is management and sale part and black color shirt is production.

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Remark when employee goes to factory must were medical gown, were hat and glove for cleanness and sanitary in work.

 

 

 

 

 

 

 

 

Uniform employee

- Luncheon

- First aid uniform to the factory

Arrange grant in aid when occur situation i.e. the funeral, ordination, marriage that

occur directly with the employee

- overtime wage in work

Decide to employee can work over time wage by law follows as

Normal working day overtime pay 1.5 times

Holiday work 2 times

Holiday tradition overtime pay 3 times

Remark In overtime work will specific in production employee only in the part of

other position receive normal salary because has order everyday that must has overtime

production employee

 

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Welfare costs 

catalogue 

Welfare costs per year (baht) 

Year 1 Year 2 Year 3 Year 4 Year 5

Uniform employee 2 uniform   6,900 6,900 7,800 8,700 9,000

Luncheon   10,680 10,680 10,680 10,680 10,680

First aid uniform   500 500 500 500 500

grant in aid 5,600 5,600 6,400 7,200 7,400

Total 23,680 23,680 25,380 27,080 27,580

Welfare costs 

 

Labor relations

Strategy

The good relationship between employer and employee for occur loyalty of employee

with the company and employer all of promotion activities together for good attitude with

business and good relationship between employee themselves

Activities relationship with employee in the company provide for employee relax from

work and can good relationship together follows as

1. New Year's party, gift to catch and Win Prizes

2. Award Outstanding give to

- Employee never arrive late or absent form work

- Employee who work with the business the longest

- Employee get high vote from supervisor and colleague that a has assiduity and almost

tend work

 

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Regulation and discipline in work

The company has make sign board regulation and discipline in work for employee get

acknowledge without expectation and don’t behave infringe rule of the company.

Objective

In conform to law in labor legislation and for employee has understand in right and

duty about labor legislation all above of work together between the company with employee

that assign regulation about work with employee

Condition employment or work

Employee must acknowledge that text give to the company is truth, if appear in

later that this text in employment contract not truth the company can reserve right to cancel a

contract immediately by don’t pay recompense and wages replace tell beforehand and any

damages.

Qualifications of employees at work

1. must age over 15 year old

2. must has perfect body and healthiness physically complete and don’t disabled, don’t

contagious disease or diseases of the social mind, don’t chronic alcoholism, don’t

addicted to hard drugs and must has normal mind and memory and don’t frantic

3. Manners courtly, and are of good character has never been convicted Except

for a petty offense not a party to escape. Criminal history and no prejudice

4. Has property follow detail inform with the company and capacity in work pursue the

company

Workday, Normal time, Rest time

Because the company has allocate work shift of employee production therefore, working time to business follow as

Day shift

Workday: Monday-Saturday

Office hours: 8.00 a.m. - 4.00 p.m.

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Rest time: 12.00 a.m.-1.00 p.m.

Night Shift

Workday: Monday-Saturday

Office hours: 8.00 p.m. – 4.00 a.m.

Rest time: 12.00 p.m. – 1.00 a.m.

Customer assistant

Workday: Monday-Saturday

Office hours: 10.00 p.m. – 7.00 a.m.

Rest time: 1.00 a.m. – 2.00 a.m.

General employee has office hours with the company follow as

Workday: Monday-Saturday

Office hours: 8.00 p.m. – 4.00 a.m.

Rest time: 12.00 p.m. – 1.00 a.m.

Holiday and rule of cessation

1. Holiday week

Production staff during the morning Stop on Sunday

Production staff during the afternoon Stop on Saturday.

Customer assistant Stop on Sunday

General staff Stop on Sunday

2. Holiday

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The company will decide Holiday in the calendar year at least 13 day per year all of

Labor Day and will pay compensation equal normal work by will notice tell in yearly

beforehand New Year’s Eve, if holiday that the company decide correspond to

Holiday week that move this holiday to holiday in next workday.

3. Annual vacation

- Employee that work continued and then 1 year has right annual vacation get 7 days

in workday by receive compensation equal workday

- Employee probation can holiday 3 days

Discipline and disciplinary action

Discipline is regulation or the company decides regulation that everybody will follow

rule strict and disobedience regulation about discipline may have been disciplinary action.

These follow action, business is regard as disciplinary actions of the company's fault, and this

employee will have been disciplinary action

Discipline-related work

Employee must perform their duty that assignments with one’s full effort for

usefulness and progress in the company and employees themselves.

1. Cards save time and work is basis show to the implementation of the employee

therefore, employee always must record in this card in workday when come to work and

work off by yourself that Through – out within factory and the company

2. Do not recording card instead, remove scratches, or more killing or destroy the card

both themselves and others

(If the company is considered a violation of a disciplinary offense hard)

3. Employee that forget card save time and work or get assign to be out and can’t

recording time you should do certificate time work follow form of the company occur

present to manager approval in next day otherwise it’s absence

from work

4. Employee don’t must arrive late, don’t work absenteeism and leave work while in work

and must work to time assignment.

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5. Employee must comply and comply with lawful orders of the company and don’t show

rudely or aggressive and disobey with commander

6. Employee must acknowledge interest and obey an order or all notice of the company

which notice Announced by widely at the posting of the company and don’t

remove scratches, or more killing or destroy, and

changed upon moving or destroying the company's orders.

7. If employee is sick or has emergency kit engaged make can’t work, that employee will

indicate to division manager whether any method in the early days of leave.

8. Employee not disclose secret about compensation, detail or other benefit in the

company.

9. Employee don’t any activities that may be the company get defamatory all about don’t

find the benefit personal by use position in the company.

10. Employee must support and cooperate in The operation of the company on a regular

basis by must hard working and don’t delay work intention and help work Duties as

assigned

11. Employee doesn’t any transaction that may be impact with time work or work in the

company.

12. Employee must glad give time work to the company besides time work normal follow

necessity and Appropriate to the duties of the responsible

13. Employee must help, take care and economize to use tool or machine and energy etc.

14. Employee must be careful and take care, preserve or property of the company and tell

to division manager when a company’s good damage or loss.

15. Forbid employee behave oneself in the taint way that bring to collective and the

company all above which activities shouldn’t gentlefolk be done i.e.

evil conduct as objectionable to society and thug or rowdy conduct or actions which

indicate that the deterioration in morality, etc.

16. Forbid everybody is play or join gambling table all type in business area all in work

and off work.

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17. Forbid employee is promoters contend or use force against attract each other in the

work area and in the way thought-out of the company all of in time and out time or

while work in the company

18. Forbid Employee is drinking alcohol or Drug abuse of all kinds in the company area

and work area whether it is work time or out time strictly.

19. Forbid employee steal, snatch or bring property and product in the company go out of

the area without permission or steal property other people.

20. Forbid employee brings or carries weapon come to the company area strictly.

Layoff

The company will layoff employee in the case follow as

- In case employee has negate health that unsuitable with work when get medical

examination from modern medicine and conclude that health of employee don’t suitable

status with work, if work continue may be harmful to health of employee or other therefore,

the company must layoff by pay recompense follow Labor protection laws

- In case employee have an accident because of work Step up to disability which

make don’t work continue and the company have to layoff these employee by pay

recompense, if the case not disability the company will considerate change work suitable and

if don’t work continue the company have to layoff these employee by pay recompense.

The complaint and proposed

For occur understand and join to decrease problem in work, and the business that

assign way including how to complaint and present opinion follow as

1. Complaint or give opinion should make to be books bring to division manager or

human resource employee.

2. Complaint is duty of manager directly that will fine the way to reconcile and

harmonize to end in the good way.

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Disciplinary action

Employee is action break disciplines in according, the company will considerate

punishment follow suitably type of action i.e. oral warning, write warning, and reduce wages,

suspension work and layoff

Moreover besides action according in any case employee will don’t action according

which is considerate serious violation employee who do will be layoff by not tell beforehand

and will not pay recompense will not receive any compensation or damages of the total.

1. Cheat with duty or criminal offense intentionally to the Company

2. The company has been deliberately damaged

3. Break regulation or agenda about work or lawful order of the company and the

company has warned in the book unless it’s not a serious warning

4. Leave duty in 3 days consecutively by no reason suitable

5. Negligence cause has been damaged severely

6. get punishment follow judgment most to the prison

The power of executives and managers in punishment

Before will always order punishment to commander investigate and considerate by

caution and reference to regulation in order punishment of the company by power in the order

punishment follow as

1. Division manager has power to write warning

2. Executive has power punishment to disciplinary action anywhere

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Expenses related activities

catalogue 

Expenses related activities in each year 

 

Year  1  Year 2  Year 3  Year 4  Year 5 

Expense  of Presents the lottery  3,500 4,000 4,000 4,000 4,000

New Year Party 1,000 1,500 1,500 1,500 1,500

The value of outstanding employee award 3 prizes.  900 900 900 900 900

Total 5,400 6,400 6,400 6,400 6,400

Expenses related activities

 

 

 

 

 

 

 

 

 

 

 

 

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Conclusion

All About Sweet provides Thai Dessert in two ways are sale in our shop and

distributer. The differentiation of package is size and price. Distributers, customer can buy

our product at the 7-11 in over Bangkok. Actually, Thai dessert has short product shelf life

as day by day so we give precedence of product shelf life because maintain product quality

and flavor as well as customers health. All About Sweet is located at business area where is

convenient place known as the BangKae. We choose this area because the place is

convenience- easy to buy or easy to reach. Shop opened every day since 10.00 a.m. to

19.00p.m. We concerns of logistic management because we are a distributor who distribute

the product which is short shelf life. In addition, we have only a supplier; 7-11 (seven –

eleven) the reason that All About Sweet choose 7-11 (seven – eleven) are can provide tasty,

exquisitely, clean, and high quality of Thai dessert within time that we specify and has branch

around country make to distribution for customer throughout, customer has choice for buy

product more and more, and the customer get convenience for selection and buying product.

Moreover, All About Sweet concerns more about customers satisfy so we try to find the

options which enhance customers satisfy. There are many machines that we provide to our

customer for making comfortable. We have the facility management both providing the

facility for customers and protection our own shop. In addition, we give precedence about

employees within our organization because if we have a good person to work in a right

position, the business can reach to achievement. There are many cost of investment to do

business: All About Sweet borrow money 25,000,000 Baht, interest rate is 11% per year

which referent from The Siam Commercial Bank, Period of credit is 5 years, and Interest

expense is 543,560.58 Baht per month.

The total cost of pre operating cost is 42,025 Baht and the total depreciation cost is

774,006 per year. Administration cost of All About Sweet consist of water, electricity,

telephone cost, salary, rental fee, maintenance, licensing fee, equipment, miscellaneous

expenses, signboard fee. Cost of water and electronic increase continuously because sale

increase.  

All About Sweet 154 

All About Sweet 155 

CHAPTER 5

FINANCE ANALYSIS

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Chapter 5

Finance analysis

Project Analysis

1. Payback Period

Payback Period = Cost of Project Average

Annual Income

Payback Period = 25,000,000.00 = 2.25 Years

11,104,870.78

2. Net Present Value Investment = (25,000,000.00) Discount Rate 11%

Total Cash Flow

Year1 9,915,734.23

Year2 3,412,941.14

Year3 5,027,669.22

Year4 6,565,002.93

Year5 8,203,095.86

NPV = (฿427,989.20), that is negative.

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****NPV can be positive in year 6, if total cash flow in year 6 equal to

9,000,000.00 (that convinced). NPV is equal to ฿4,383,778.32 (positive)

3. Internal Rate of Return (IRR) = 10%

All About Sweet 158 

All about Sweet Company

Income Statement

Monthly Base

Year 1

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Year 2

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Year 3

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Year 4

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Year 5

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All about Sweet Company

Statement of Cash Flow

Monthly Base

Year 1

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Year 2

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Year 3

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Year 4

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Year 5

All About Sweet 168 

All about Sweet Company

Statement of Balance Sheet

Monthly Base

Year 1

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Year 2

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Year 3

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Year 4

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Year 5

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CHAPTER 6

RISK ANALYSIS OF PROJECTS

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Chapter 6

Risk analysis of projects

For risk, it means the opportunity of Thai desserts will be faced with the problem expected to occur in the future. Operating is losses or can’t perform a successful plan or target. Implementation of all activities will be faced with the risk 2 types. The first risk is the certainty risk that is caused by factors within the industry. It will occur at the level of Thai desserts to face certainly and do not avoid. These risks can happen from the first phase of operations and currently operating. The second risk is uncertainty risk or the risks happen from external factors. Its Thai desserts can’t be predicted and beyond the control but can prevent or eliminate the risks incurred. The company has identified risks that may occur as follows.

6.1 External Risk Risks caused by external factors are the neither risk that its Thai desserts can’t predict nor control. It is beyond the risk management and operational executives and employees of the industry. So the company has a good plan to prevent risks that may happen from external influences and to support the risks that the company will face in the future. Risks happen from external factors include.

6.1.1 Competition in the market 

Chilled Food is business rapid growth all the time in 5 years by rate 30% per year by

year 2549 has market price in the country more than 10,000 million baht and this is high

competition segment, this market is has new competition all the time because of beside this

market rapid growth continue every year, it has market share appropriate with change in life

of young generation that is majority people don’t cook your own or may be cook in

reduce frequency and want to convenience, fast compound with urban people select to living

in condominium that doesn’t has main kitchen is ready to cook, these element effect to rapid

growth in instant food continue.

6.1.2 Changing of customer need

Nowadays, from office of consumer protection, Chulalongkorn University poll found child and youth are consume snack in average high to 26 baht per day/person by from expense high is 40% of get expenses per day that show child and youth take expense per day to purchase snack too much that impact with health and from information tendency in consume snack more and more and don’t eat food useful impact with health including today, arise of snack many kind respond with customer make to Thai dessert don’t attractive from customer and promote of Thai dessert don’t see in television that difference from snack which promote and access customer meet the successful therefore, All about sweet company should increase promotion and research for support want and need of customer including has

All About Sweet 175 

campaign about health together with present brand for customer turn to interesting in product’s.

6.1.3 Supplier

  In production process fructose component in dessert that difference from other brand

dessert. Fructose is one sugar get from fruit and sweetness from general sugar more than 1.4

times which suitable with diabetes, but in Thailand don’t has fructose that just import from

foreign which high price, the price of fructose is 220 baht/kilogram in the other hand price of

sugar is 25 baht/kilogram in average. All about sweet just cope with the high price of fructose

including fructose rather desiccation make to easy lose. All about sweet realize in health that

use fructose in production and fructose can reduce quantity because sweetness more than

other kind of sugar. Moreover fructoses packing in liquid form which easy to take in dessert

but sugar just boil with water before take in dessert.

(Source: http://www.doctor.or.th/node/3341)

6.1.4 Economy

Actually unemployment, cost of living, economic recession directly affect cost of consumption per capita, and then indirectly affect Thai dessert consumption. Because of complicated production and made of many ingredients and raw material, mostly Thai dessert are high price. Especially, price sensitive consumer they may not buy, or diminish volume of buying if product price increase. Thus, we need to accept risk for getting lower profit mark-up or cut of product size as our business policy according to negotiated term and conditions with vendors instead of increasing product price when we meet economic recession- increasing price of ingredients and raw material. "If weight to risk status condition of economic growth next year. Politics is the greatest risk factor. 50% by weight, followed by a risk of foreign economies is 30% to 20% at risk and other risks, such as the price of agricultural products, consumer goods, oil are higher”.

(Source: http://www2.manager.co.th/Daily/ViewNews.aspx?NewsID=9540000002076 )

6.1.5 Politic 

Political factors are risk factors that weigh most in creating sustainable economic

growth in 2554. In the past 2-3 years; the political situation is that we have our concern it

because sometimes is significant an affect to investment, consumption, and economic policy.

Because Thailand’s politic lacks of efficiency in the administration thus it affects to the

decision making process to invest in the business (the investors are not confidence in the

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economic that is results from the political uncertainty). From this effect, it causes to have a

high rate of unemployment within country. And the income of people decrease including the

economic recession that causes to people more prefer to save their money and it affects to the

overall money isn’t running so; the revenue of any business will decrease.

(Source:http://www2.manager.co.th/Daily/ViewNews.aspx?NewsID=9540000002076 )

6.1.6 Technology risk

Technology Changing

Technologies affect business in the current. Thai dessert business is growing rapidly and has many operators. For currently many types of businesses are more profitable when in communications technology can reduce the number of intermediaries. And many businesses have closed because there was no need to operate longer. Technological affect to changes the lives of people and business by the internet. Today people known that technologies move along dynamically with the world changes rapidly over time such as technology that business can’t use in present but in the future may has better technologies arise consist of technology in production or technology in design packaging etc.

Take advantage of advanced technology to continuously and adapt for communications for reach as many consumers as possible rather than through the middleman and may be to advertise on the Internet etc. So, even modern technology to assist in the production process to reduce labor costs and increase production for to provide quality products and the same standard. However, the use of technology to develop packaging features can increases the potential of a product design and functionality for customer interested in dessert products. Technology factor is a beneficial to the company. We can design a package because it can attract customers to interest in our product.

6.1.7 Social Risk

Since the understanding of consumers with a dessert in long time usually have the amount of Cal Lori high that is risk for diabetes and coronary artery obstruction. It the cause of consumers can avoid dessert of us, it is possible.

Provide adequate information to consumers. The product descriptions and nutritional information as well as certified by GMP with emphasis on the importance of advertising as Due to the consumer conscious about health care, exercise, beauty care and selecting the foods that low calorie The most consumer behavior more interest about the finished foods because of convenience and satisfaction in taste, clean and packaging to be that is stimulus for customer to purchase the product. In the present, the product from milk received attention from “The Food and Agriculture Organization” or FAO undefined June 1of each year is "World Milk Day” for the other country and organization that care and support consumptions of milk. That the result, our products more attractive because our products contain milk which is a healthy alternative to consumers.

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From the reason, resulting in a dessert business would have been a good response from consumers. According the information is importance for customer decision to much.

(Source: FundHealthPromotion).

6.1.8 Substitute products risk

In addition to competition between manufacturers other dessert or bakery manufacturer. Also, face competition options which are all good depending on growth. It includes bakery that low fat or Thai dessert without coconut milk which is alternatives in the majority of health. It is a dessert choice may replace Dessert business control temperature.

The company must be provide promotional activities to customer such as by capturing and win prizes of high value to attract consumers to buy products with the decision expected in the awards.

6.1.9 The risk of fire

The risk of fire is causing serious damage. May result in property within the building

or products that we stock are lost in short time. Sometimes cause it to fall shattered.

How to reduce risk

1. Risk Reduction

  May do by reducing the number of times (frequency) or decrease the intensity

(severity) of the disaster, which is done three ways.

1.1 Loss prevention

It will do so before the damage occurred like change the power cord. Electrical or

older, no-smoking signs in the factory, Inspection machine is always, Installation of fire

extinguishers and installing warning signs etc.

1.2 Loss control

This will be during or after the damage occurred to control the severity of the damage

or reduce the damage down like the fire brigade to fire a timely manner and the installation of

automatic fire suppression water spray etc.

1.3 Separation

This will be done before the damage like collection of asset to each of other such as

houses, banks and building factories and warehouses separate each of them for when fire

does not damage all or a separate product in many of the warehouse store.

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2. Risk Transfer

By Insurance transfer

All about sweet company to do contract with AXA Insurance companies.

The category of factory is food processing plants that plain concrete. Then the value

of Building about 6,000,000 bath. Then calculate insurance cost is 16,500 baht/year.

Protection of being stolen 100,000 baht per time. And Insurance and building on more than

6,000,000 baht when fire.

http://www.sib.co.th/silkspan1/insurance/business/BA_insurance.asp?tag=%BB%C3%D0%

A1%D1%B9%CA%D3%B9%D1%A1%A7%D2%B9%B8%D8%C3%A1%D4%A8&typede

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6.2 Internal Risk Risks of its Thai desserts must face often is the risk factors within the industry. This may be important for several reasons including. Operating risk is risk that can be visible and obstruction control infrastructure because of these risks under the industry's operations. The Company's operations may face the risk of these characteristics is

6.2.1 Marketing

1. If the company grows more slowly than normal.

Adjust the marketing mix using the result of analysis to consider the following guidelines for planning.

Product analyses of the causes that make the company grow slowly and develop products to meet the needs of customers.

Prices remain the same person can be considered as an important reason that consumers purchase products but may be updated with promotions.

Place the channel that can reach the target or not, and by distribution channel in the new format for the distribution channels more efficient.

Promotion added promotions to encourage more consumers to buy and try more products.

2. If the company grows faster than normal.

Products focus on maintaining product quality to a standard. And to make new products that are more diverse.

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Price preserves the original price in order to maintain existing customers and to create for the trial of new customers.

Place to expand distribution channels to meet the increased sales and also open up channels for customers to find products more easily. Promotion and marketing campaign as part of courtesy to clients and give the Brand Loyalty as well as attract new customers.

6.2.2 Human resources

Preparing a contingency plan to prepare for work on a random event caused by nature that we do not set or not in accordance with the plans, which are planned as follows.

1. If staff were less than the demand.

When recruiting staff to work behind the company to employees who are required to work overtime and if the number of employees, very little is not enough to power production must be selected from vocational schools in the field of home economics to students. ability for work or a temporary employee by the daily wage, which works as a temporary employee can easily find someone soon needs at the same time can work in an acceptable level.

2. If the lack of staff in key positions. Employees in key positions do not work the cause it was necessary to work. So, the solution is must be require training for all employees have the ability and knowledge in a similar job to resolve the case which is the job was necessary such as production employees are many people but sometime it occurs the lack of employee. It can modify by another.

3. If staff leave.

Before employees leave the company owner must be interviewed before leaving the job to determine why employees leave their jobs to the needs of staff and asked if he wanted something and defects of the organization in order to develop personnel management function within the organization for personnel on the organization a long time.

http://www.hrlawman.com/index.php?lay=show&ac=article&Id=538973494&Ntype=5

6.2.3 Infrastructure

If the power goes out the restaurant has a backup system in case of emergency power to avoid disruption to production systems and to avoid chaos in the shop.

If water does not flow if the production department will be put back up water tank to prevent water because if water does not flow can be considered as critical infrastructure to be used in production.

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6.2.4 Integrity Risk

Integrity and the honest of our employees is the most important risk that more effect to operation management. If the employees are not honest with their responsibility, the trustworthiness between employer and employee will be decrease. And it can make business come down because, the member in industries are not unity. So, manager must be use the family as a policy to manage their employees while the manager is the leader of family who identify the responsibility of each person, take care, suggest and give consultant to all of employees. It can make employees happy with their job.

Source:http://www.hotel-online.com/Trends/Andersen/1999_FraudRisk.html

6.2.5 Performance of the machines

Because the company uses few machines, so it has less chance to damage. The possibility to damage from processes of machines is most in errors in the work of the machine of operation. If the machine error or fail, the product will lack. It is a key factor in production and effect to can’t produce product.

Machinery used in the production system is designed well, although the damage would have events like this always happen the company will suffer losses too, at least the following three reasons.

One - on machinery and equipment damage will not be able to produce. When they could not produce for sale when there are no products to sell will be no revenue for the company.

Second - on defective machinery and equipment manufacturing employees have no job, but companies still need to pay.

Third - When machinery and equipment is damaged, even just a single unit could be shut down and production systems, which cause loss of both production and finance.

For that reason, so maintenance is crucial to the production system. Executive production, so look for different methods. In order to make the system maintenance is the most efficient and effective.

http://www.nsru.ac.th/e-learning/sonthaya/lesson%2010/lesson%2010.html

 

6.2.6 Communication

All about sweet import machine from China including material for produce in process

that has communication diverse and many channel to transportation material in factory.

Internal to intermediary and to external that is communication for relationship in between the

company which buy material or machine, however in communication may be error because

of use document for operation in many processes because of can to be a foundation make to

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check error and a history of the company but rather slow operation because of is a manual

which pass in many division and when accident something may be occur damage of

document in the solution all about sweet use new technology such as use intranet for protect

of information and send e-mail in company for fast in operation but should be manual in

together with compiled in computer for protect in 2 way for safety information in the

company.

6.2.7 Financial Risk

Financial Management need to continue with prudent because in is the area that have

complex. That have make rink.

Analyze Financial Risk

The decreasing in Income Statement (Sale reduces)

Sale of company reduces for 5% Company will have revenue as follow:

• Year 1 income of company equal 22,573,425.00 bath

• Year 2 income of company equal 25,798,324.80 bath

• Year 3 income of company equal 29,022,975.00 bath

• Year 4 income of company equal 32,247,750.00 bath

• Year 5 income of company equal 35,472,525.00 bath

Sale of company reduces for 10% Company will have revenue as follow:

• Year 1 income of company equal 21,385,350.00 bath

• Year 2 income of company equal 24,440,518.30 bath

• Year 3 income of company equal 27,495,450.00 bath

• Year 4 income of company equal 30,550,500.00 bath

• Year 5 income of company equal 33,605,550.00 bath

Sale of company reduces for 15% Company will have revenue as follow:

• Year 1 income of company equal 20,197,275.00 bath

• Year 2 income of company equal 23,082,711.70 bath

• Year 3 income of company equal 25,967,925.00 bath

• Year 4 income of company equal 28,853,250.00 bath

• Year 5 income of company equal 31,738,575.00 bath

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The risk analysis is show status of company while it meets with risk such as

Increase interest 5% in income of statement

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Increase interest 5% in statement of cash flow

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Increase interest 10% in income of statement

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Increase interest 10% in statement of cash flow

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Increase interest 10% in income of statement

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Increase interest 15% in statement of cash flow

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Increase cost and expenses 15% in income of statement

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Increase cost and expenses 15% in statement of cash flow

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Increase cost and expenses 15% in statement of balance sheet

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Conclusion

All about sweet company are new company enter to market in the other hand another company will enter to market also, whatever in every company will cope with everything for preserve and protect our company that our company will consider about risk company which consider all side around company although in the present it’s begin yet but in the future if it’s begin with our company, our will cope with these risk. All about sweet company consider in external and internal of our company that external risk are competition in the market, changing of customer need, supplier, economy, politic, technology risk, social Risk, substitute products risk, and the risk of fire from these risk have how to solve problem such as when have many competitor in the market but nowadays the people has extreme of hasten which want instant meal that our company is one of instant meal but kind of dessert have many snack and another dessert effect on customer changing to another dessert, our company will show concept of dessert are instant food, clean, and delicious. Supplier is the price of material because of the price uncertain and control material for begin of little damage and link to internal problem politic and economy because of if economy recession effect to price of material high and not investor to investment in country. Technology risk is dynamical and change up to date, therefore our company should be know news technology and has personnel for adaptation for packaging and healthy trend is popular in the present because of people turn to take care health, therefore our company will support social risk for customer word of mouth make to customer know in our product but trend of healthy effect on our company also because of have many brand grand opening and have many choice for customer therefore, our company will set appropriate price may be customer turn to select our product. And the last risk from fire, in this case will just especially carefully because if it’s begin in our company will wreckful and not control, therefore our company will strict prevention and insurance transfer, can be seen that external factor don’t control but our will cope with risk and do for begin of little damage, in the other hand internal factor will control and set from team work, therefore internal factor will depend on cooperation of everybody such as human resource, communication and integrity, our company will trend and make to employees loyalty and responsibility work and teach of honest in company, think with company is family, in the part of machine and infrastructure and marketing our company will consider to product price place and promotion for the product access customer and accepted, however our company will have many structure for change and adaptation for cope with uncertainly situation, and the last performance of the machine although it’s don’t life but important for our company because our product use machine if machine don’t work will effect on our company and our product, our company will check and take care of machine including train employee for use right machine. These are risk of our company and have many factor that our company will protect and carefully when if begin of these situation for cope with problem and right solve problem.

 

 

 

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CHAPTER 7

PROJECT FEASIBILITY SUMMARY 

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Chapter 7

Project feasibility summary 

Nowadays, the competitive in many types of business are extremely advanced.

Therefore the important factor that the operators should consider carefully before launching

products is to pay attention and select business seriously. And the operators have to know

what business is interesting for investment and have potential. Issues that the operators may

consider are; products and services demand in the market, intensity competition as well as the

growth of business in the future. These issues can help to decision for the operators to select

business easily. The successful business should evaluate readiness of the operators on several

parts before start doing business. The readiness such as readiness in physical and mental,

knowledge, expert specialized as well as attribute or personality of good operators. In

addition, a clearly business goals will result in growing business with confidence.

Consumer demand for sweet, fresh milk is increasing as population and income of

sweet, fresh milk business coincide with Thai people want to comforable, so sweet, fresh

milk market is quite high. But have to produce in standard and then the market will grow.

For sweet, fresh milk business in Bangkok province has high competitive and the

company choose to establish at Petchakasem 69 soi and cut to Karnchanapisak ring,

Kanlapapuk, Radchapuk, Bangkok. For the operators who already are in Bangkok for

example; S&P SYNDICATE PUBLIC CO., LTD, Tesco Lotus, etc.

All the competitors will see that each company has own different features. Therefore,

the company studies strengths and weakness of other competitors that existing in the market

for setting own competitive strategy in order to suitable for establish own business to

compete and expand in markets.

For the external factors; social factors, political factors, economic factors quite not

impact for drinking water business, but the company emphasize for technological factors.

Because machines and equipments in the company quite important and necessary to use in

the production. The management of the company in the previous phase of operations must be

studied and decided on production, management within company, capital, and markets to

provide products. For management and organizational structure, company will register under

the limited company and pay tax in term of juristic person to the Revenue Department. And

follow the Business Development Department role for establish company.

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For marketing, mostly our customer is household, restaurant, 7-11, etc. In public

relations, make sure that our product has high quality by the certificate GMP from Food and

Drug Administration, use brochures. In production of sweet, fresh milk is in the process of

operational efficiency and production process of advanced sweet, fresh milk. The market

demand is increase 10%-15% in summer (March, April, and May) and New Year Holiday

(December and January). In transportation, begin from sweet, fresh milk that has inspected

quality and then deliver to consumers and agencies follow scheduled time. The company use

land in transportation goods from warehouse to consumers. Production cost may change from

sales forecast and sale forecast increase 10% every year.

Analysis of possible in financial

Estimate cost

Investment structure of All about Sweet Company invest on established factory and

building amount 25,000,000 bath

Investment cost

Investment cost Value (bath)

Lands 2,700,000

Buildings 5,130,900

Equipments 217,845

Vehicles 856,000

Machine 684,115

Totals 9,588,860

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Depreciation of fixed asset

All about Sweet Company have fixed asset such as land (not value in depreciation

cost equal 0 bath), building, machine, and vehicle. So, each asset has differed in life time.

1. Land 0 year

2. Building 20 years

3. Machine 5 years

4. Vehicle 5 years

Table show depreciation of fixed assets

The estimate cost and expenditure

All about Sweet Company have cost and expenditure divide two part as follow this:

Pre operation cost (Table)

Cost of production and operations

Employee salary

- Administration 30,000 baht/month

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- Production 7,000 baht/month

- Shipment 7,000 baht/month

- Security 7,000 baht/month

The company has salaries paid of employees defined by features that are opened up.

Company has 2 person of administration, 8 person of production, 2 person of shipment and 1

person of security so that have increasing salaries for productions in the year 3 of operators

are 10%. About part time, the company will receive 2 employees in year 4 between April to

May, which in year 5 receive 1 employee in January and December, and receive 3 employees

between April to May so, paid 7,000 baht/month.

Utility cost

• The power value of industry as a household industry has charge at 1.7314 baht per

unit.

• Water supply of industry as a household industry has charge at 2.350 satang per liter

Other

• Include telephone, internet, gasoline costs, and miscellaneous expenses.

Costs of sweet, fresh milk arising production and operating are divided fixed costs and

variable costs. This will be depends cost on the company's production in each period that will

not charge fixed costs remain the same.

Budget use in the industry is about 25,000,000 baht. The industry has capital from

investors or lending in the rate of 100%. It charged 11 percent interest loan over a period of 5

years. After the industry is operating, industry is time to pay back in year 3. All of this is seen

that the sweet, fresh milk arising industry have the probability of business doing and the

return on the investment level of satisfaction.

Industry has risk that means opportunities for industry of drinking water will be losses the

result in operating. It may not operate successfully according to plan or target. Operation of

all activities must have a definite risk and occurred in one level for executive to face.

Uncertain risks are Management cannot be predicted and must prevent or eliminate such

risks. Risks caused by external factors are a risk that management itself can not predict and

can not control. It is beyond the risk management and operations management such as,

technological changes, customer needs, economic conditions, competitive circumstances,

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shortages of raw materials, and substitute product. Risk that management of industry must be

constantly facing is influenced by internal risk. Which may be diverse and significant

include, risk in operations such as risk of human resources, errors caused by defects of the

machinery running, efficiency of the product, health and safety. Risk of integrity consists,

financial reporting is fraud, and employees are fraud. Risk in mandate includes, leadership,

commissioning authority, providing credit, and media. Final risk is financial risk. When

revenues start to decline affect operations directly because the rate of increase of annual

income does not increase much. It same as similar expenses because it costs a rate increase

that may not pay back period of within 3 years. The interest rate is risk considered to have no

effect on all operations. Because interest rates increase and the payback period is still the

same. It allows businesses to operate in at all and will be seen that the financial risk is critical

to many businesses. Therefore, industrial and drinking water must care costs every time the

market and more marketing strategies to attract customers to date to increase business

revenue. If business income because of lower than 7 percent and it may cause industry to

suffer with loss. Attention in detail is very important to the business.

 

 

 

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REFERENCE

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Reference  

www.positioningmag.com/prnews/prnews.aspx?id=81978

www.industry.go.th

http://kin-jay.blogspot.com/2006/06/taro-balls-in-coconut-milk-is-bua-loi.html

http://www.foodbuzz.com/recipes/1745556-taro-rice-flour-balls-in-coconut-milk-bua-loi-phueak-

http://www.asiarecipe.com/thaidesserts.html#Thai

http://www.marketingteacher.com/lesson-store/lesson-generic-strategies.html

http://www.quickmba.com/strategy/levels/

http://www.spko.moph.go.th/Env/cfgt.htm

http://newsser.fda.moph.go.th/food/file/BenefitTrader/BenefitGMP/GMP_System_Definition.pdf

http://www.gpo.or.th/Default.aspx?tabid=107&language=th-TH)

http://guru.google.co.th/guru/thread?tid=0737201d171602a3

http://www.skgtphoto.com/dr-therasak/332--gdp-2553

http://www.nesdb.go.th/Default.aspx?tabid=95

http://www.thailog.org/en/hot-issue/1772-53-.html

http://www.ejobeasy.com/kmdetail.php?n=100723114032

http://www.rin.co.th/index.php?mo=3&art=331225

http://www.bloggang.com

http://www.manager.co.th/SMEs/ViewNews.aspx?NewsID=9520000029822

http://www.drmanage.com/index.php?lay=show&ac=article&Id=538635262&Ntype=3

http://library.dip.go.th/multim1/ebook/J%20%E0%B8%81%E0%B8%AA%E0%B8%AD127%202552.1.pdf

http://www.bangkokbizweek.com/20070604/foodbiz

http://www.ddproperty.com/property/show/104854

http://www.thaieasy2home.com/aspxfile/showreside_detail.aspx?resideid=PS2007001741

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http://kin-jay.blogspot.com/2006/06/taro-balls-in-coconut-milk-is-bua-loi.html

http://www.foodbuzz.com/recipes/1745556-taro-rice-flour-balls-in-coconut-milk-bua-loi-phueak-

http://www.asiarecipe.com/thaidesserts.html#Thai

http://kin-jay.blogspot.com/2006/06/taro-balls-in-coconut-milk-is-bua-loi.html

http://www.foodbuzz.com/recipes/1745556-taro-rice-flour-balls-in-coconut-milk-bua-loi-phueak-

http://www.asiarecipe.com/thaidesserts.html#Thai

http://www.ddproperty.com/property/show/104854

http://www.thaieasy2home.com/aspxfile/showreside_detail.aspx?resideid=PS2007001741

Mr. Sira Kraijinda Tel: 086-7684950

http://www.buildingmart.org/construc8.php

http://www.bb.go.th/support/Std/Construc/Construc49/descp_con/descp_c8-1.htm

http://www.thaisecondhand.com/_board/bn/data/BN8884182.html

http://www.sirikrai.com/mbdetail.php?id=0078&productname=sakayaautomate%20-%20%E0%A4%C3%D7%E8%CD%A7%A1%C7%B9-%BC%CA%C1%20%E1%BA%BA%E4%C1%E8%C1%D5%A4%C7%D2%C1%C3%E9%CD%B9

http://www.songkwae.com/foxboard/question.asp?QID=10595

http://www.winwinpackaging.com/product8.html

http://www.brandexdirectory.com/catalog_detail.php?pro_id=594&lang=&com_id=240

http://webcache.googleusercontent.com/search?q=cache:MYuRdbN078UJ:www.pharm.chula.ac.th/clinic101_5/article/Radio79.htm+%E0%B9%81%E0%B8%99%E0%B8%A7%E0%B9%82%E0%B8%99%E0%B9%89%E0%B8%A1%E0%B8%81%E0%B8%B2%E0%B8%A3%E0%B8%9A%E0%B8%A3%E0%B8%B4%E0%B9%82%E0%B8%A0%E0%B8%84%E0%B8%82%E0%B8%99%E0%B8%A1%E0%B8%82%E0%B8%AD%E0%B8%87%E0%B9%80%E0%B8%94%E0%B9%87%E0%B8%81%E0%B9%84%E0%B8%97%E0%B8%A2&cd=1&hl=en&ct=clnk&source=www.google.com

http://www.doctor.or.th/node/3341

http://www2.manager.co.th/Daily/ViewNews.aspx?NewsID=9540000002076

http://www.hotel-online.com/Trends/Andersen/1999_FraudRisk.html

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APPENDIX  

 

 

 

 

 

 

 

 

 

 

 

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Production and Inventory

 

 

 

 

 

 

 

 

 

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ost of Production

 

 

 

 

 

 

 

 

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Cost of Goods Sold

 

 

 

 

 

 

 

 

 

 

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Operation Expenses

Year 1

Year 2

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Year 3

Year 4

Year 5

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