p&p pineapple home made company

8/14/2019 P&P Pineapple Home Made Company

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P&P

PINEAPPLE

HOME MADEThe best OTOP for the great PROFIT


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Preface

In the present time there are many new business are launched in Chiang rai

province which offer a lot of products to market and respond the demand of tourists.

In other word, the new business style calls OTOP, the product that is popular in a

group of many people that can make a profit to many people. This reason we create

OTOP in order to gain a lot of profit. In our business mention on local product which

make of local fruit (pineapple) and it can make a profit to an investor and then it can

attract tourists going to buy it. In doing business that have the competitors who

produce a product to compete with and we going to achieve the goal while we have

the advantage over the competitors.

P&P Pineapple Group


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Executive Summary

P&P Pineapple Homemade Company offers the quality products which

through high technology in the production process and applies with local

wisdom to offer market and also respond the demand of tourists who are our

target marketing. In other hand an investor can gains more profit because of

we survey the amount of tourist arrive to Chiang rai increases in annual thus

they take money to an investor. In financial evaluation that shows the profit in

each year and then it can show analyzing the Income statement, Balance sheet

and Cash flow to an investor to see the cost and profit in monthly in five years.

The risk management that we analysis the problem that occur in factor. Some

problems which we can solve it but almost external problems that we can not

solve it because those are the wide rang which we can not solve it by ourselves

if without the help of government and all sub- association. Our business can

not run and gain profit anymore


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Table of content

Preface

Executive summary

Table of contentContent

Chapter 1: P&P pineapple Homemade Company

Chapter 2: Industry Profile

Chapter 3: Market Feasibility Study; Market Analysis

Chapter 4: Technical Feasibility Study

Chapter 5: Financial Analysis

Chapter 6: Risk Management

Chapter 7: Conclusion

Reference

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Content


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Chapter 1: P&P pineapple Homemade Company

The History of Nang Lae Pineapple

Phu Lae Pineapple

About pineapple

To growing a pineapple

Types of pineapple in Thailand

Compare with another types of pineapple

Growing for fresh consumption

Harvest

The harvest for fresh consumption

The harvest for sending to industrial factory

The harvest pineapples for getting high-quality

Keeping the pineapples shoot

Shipping

The nutrition worth

Project objective

Benefit of project

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Chapter 2: Industry Profile

Nature of industry

The main product

The secondary product

Situation Industry

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Vision of P&P Pineapple Company

Mission

Strategy

Corporate Level

Business Level

Functional Level

Organization chart of P&P Pineapple Company

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Chapter 3: Market Feasibility Study; Market Analysis

General Environment Analysis

- Political

- Economy

- Social

- Customer behavior as a social change

- Technology

Customer Analysis

Competitive Analysis

- STP Analysis

Marketing Mix (4ps)

- Product

- Price

- Place

- Promotion

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Sale for cast

Conclusion

Chapter 4: Technical Feasibility Study

Production and Operation Analysis

- Product characteristic (in detail)

- Specification

- Dimension

- Life time

- Product process

- Service process

- Location

- Machine/ tools/ equipment

- Logistics Management

- Facility Management

Cost of Investment

- Pre- operating cost

Investment cost

- Land

- Building

- Equipment

- Tools

- Depreciation

Operating cost

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- Raw material Cost

- Direct Labor Cost

- Overhead

Management Analysis

- Selling Cost

- Administration Cost

Conclusion

Chapter 5: Financial Analysis

Income statement

Cash Flow

Balance Sheet

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56

61

66

Chapter 6: Risk Management

Internal risk

- Financial risk

- Human resource risk

- Manufacture

- Marketing

External risk

- Social risk

Competitive force

- Rivalry among competitive

- Potential entry of new competitors

- Potential development product

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- Bargain power of supplier

- Bargaining power of consumer

Chapter 7: Conclusion

References

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Chapter 1

P&P Pineapple Homemade Company

At the beginning time our group has to meeting together about our business

project. We have many ideas to launch the project business from Nang Lae resources.

So at the result we have launched Nang Lae pineapple business project and gotten

along with the project feasibility course at Mea Fah Luang university because Nang

Lae sub-district has the plant a lot of economy plants, Nang Lae pineapple and

became symbol brand of Nang Lae sub-district and as well know by people in

northern regions and all in Thailand. So it can make high income for local people,

good for standard of living.

Nang Lae pineapple

The history of Nang Lae pineapple

Mr. Kheng Sae-oui who is a Hainan Chinese (emigrate from china) and who lead

the pineapple comes to grow for the first time in Nang Lae district Chiang province.

He married with mrs. Jan Kerdkome and the hometown at Pakkong village in

Chiangmai. Then, they emigrate for living in Pah Zang Wiwat village moo.17 Nang

Lae district in Chiangrai. Mr.Kheng gets back to China and brings this pineapple

seeds from Singapore in year 2480 about 30 shoots and have 3 breeds as follow;

1. Young breed has small size, thorn, sweet meat and good smell

2. Mat sail breed has a big size that young breed, thorn, sweet meat, be luscious

and good smell

3. This breed has no thorn, large-sized, sweet and good smell. This breed is very

popular until now. In the first year both 3 breeds have white meat, sweet and

crisp but the next year its color change to honey color, sweet, and the smell is

like honey.

In year 2505 Mr. Komelue Khoenphech who is the viilage headman of Nang Lae

district buy 30 shoots of pineapple from a garden of Mr. Kheng to grow then spread

the breed next and this breed is very popular of general consumer and are famous

until now.


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Phu Lae pineapple

Phu Lae pineapple is the pineapple that born from growing pineapple of

Phuket breeds in area of Nang Lae district, Chiangrai province. This pineapple breed

has small-sized, the meat is dry, yellow and gold color, sweet and crisp when it is

grown in Chiang Rai area, it will give a product follow the quality of Phu Lae

pineapple that be sweet , crisp meat, have small-sized on the average 4-5 fruits per

kilogram. Now the area of growing pineapple in Chiang Rai where is about 12,575

farms by spread in 6 amphur areas that are Amphur Mueng, Chiangsaen,Tueng, Pan,

Mae souy and Amphur Wiang Pa Pao.

Pineapple

Pineapple (Ananas comosus) is the common name for an edible tropical plant

and also its fruit (although technically multiple fruit merged together, and perceived

as one). It is native to Paraguay and the southern part of Brazil. Pineapple is eaten

fresh or canned and is available as a juice or in juice combinations. It is used in

desserts, salads, as a complement to meat dishes and in fruit cocktail. While sweet, it

is known for its high acid content (perhaps malice and/or citric). Pineapples are the

only bromeliad fruit in widespread cultivation. It is one of the most commercially

important plants which carry out CAM photosynthesis.

The word pineapple in English was first recorded in 1398, when it was

originally used to describe the reproductive organs of conifer trees (now termed pine

cones). When European explorers discovered this tropical fruit, they called them

pineapples (term first recorded in that sense in 1664) because of their resemblance to

what is now known as the pine cone. The term pine cone was first recorded in 1694

and was used to replace the original meaning of pineapple. In the scientific binomial

Amanas comosus, ananas, the original name of the fruit, comes from the Tupi (Rio de

Janeiro, Brazil) word for pine nanas, as recorded by Andr Thevenet in 1555 and

comosus means "tufted" and refers to the stem of the fruit. Other members of the

Ananas genus are often called pine as well by laymen. Many languages use the

Tupian term ananas. In Spanish, pineapples are called pia "pine cone" in Spain and

most Hispanic American countries, or anan (anans in Argentina) (see the pia

colada drink). They have varying names in the languages of India: "Anaasa" (in

Telugu, annachi pazham (Tamil), anarosh (Bengali), and in Malayalam, kaitha

chakka. In Malay, pineapples are known as "nanas" or "nenas". In the Maldivian


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language of Dhivehi, pineapples are known as alanaasi. A large, sweet pineapple

grown especially in Brazil is called abacaxi..

To growing pineapple.

Appropriate climate, pineapple needs quite high temperature that between 23.9

29.4 c and rained average 1,000 1,500 milliliters per year. Pineapple cans good

growing in all types of soils.

Types of pineapple in Thailand,

There are five types of pineapple that popular both growing and eating so we use

their physical body to divide into each type,

1. Pattawia Pineapple; this type is well known by people by the name Sriracha

Pineapple and so on such as Prachinburi, Samroyyod. Popular grow for

manufacturing and popular grow in Prachuabcririkun, Conbuli, Petburi,

Lampang and grow for sell in fresh pineapple, because a sweet and slightly

sour succulent pineapple with soft lemon-yellow flesh.

General about Pattawia pineapple, its has green-orange leaves and in

another side is silver-gray, in the center of leave is red in brown. And has

different shape, weight can reach 2-6 kilograms. While it green, it mean itsyoung and while its yellow its can harvest it has greenish peel and its taste is

sweet and sour.

2. Intorachid; it was an oldest type of Thailand pineapple. Growing all part of

Thailand and ChaSherngsao is a main province where grow this type of

pineapple.

General; its has both side thin red in brown leave. Its smaller than

Pattawia, sweet and appropriate for fresh consumption.

3. Kao pineapple; its a native pineapple. Farmer must grow with Intarachit

pineapple so it can come from Intarachit as well and Chashuengsoa is the main

production.

General; its has yellow in green leave, shorter than Intarachit

pineapple. Its has golden yellow with sweet and sour. But it has low quality

pieapple, medium size.


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4. Phuket or Sawee pineapple; popular growing in Phuket, Chumporn,

Nakornsritammarat and Trat so it also has another name as Chumporn, Sawee

or Tratsritong.

General; it has green leave and smallest than another type of pineapple.

Its appropriate for fresh consumption and popular in southern part of

Thailand.

5. Nanglae or honey pineapple; can grow in only Chiangrai

General; it is seemly like Pattawai and more sweet that Pattawia and

appropriate for fresh consumption.

Compare with another pineapple types,

Use as a garden tree; pineapple that grow to use as garden tree, it came from

pineapple specie that for consumption including with;

1. Intarachitplang; the center of leave is pink and the border is dark-brown and

brown thorn.

2. Dang Bang Clao; the center of leave is green and red; border is yellow and red

and red thorn.

3. Laung Bang Clao; the center of leave is cream in yellow, border is green and

green thorn as well

4. Dang Pattawia; the center of leave is green in red, border is red and red thorn

5. Sapparod dang sam sri; green in the centre, cream in the border and pink and

green in thorn

6. Sapparod Clai; its look like Intarachit pineapple in 1.5-2.00 inch.

Good Physically

1. Pattawai; appropriate for can

production

2. Phuket pineapple; good taste sweet

and sour.

3. Namg Lae pineapple; its has thin

skin, sweet and sour4. Intarachit pineapple; its can endure

with environment.


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Growing for fresh consumption

In pair Duration Walk between Among of pineapple

25-30 centimeters 50 cms 100 cms 7,000-8,000

25-30 cms 60 cms 90 cms 6,000-7,000

Growing for manufacturing

Its add more pineapple tree in the land for reduce the size of it. And use pineapple

tree 12,000-13,000 per rai.

Harvest

In Thailand, growing the pineapple can do almost all year. Thus the harvest

can do almost all year too, but, at most that the pineapple bear a fruits have 2 times,

that are pineapple period year which pick the triple of advantage more than fruit

which ripens out of season, at this period will stay between April arrive at June and

pineapple fruit which ripens out of season period which will stay on October arrive at

December.

The observation of pineapple can consider from the appearance as follows:

Shell will change from green to green with yellow and orange or dark green glossy

Small leafwill dry and be brown or pink

Small of pineapple eyes will swell obvious more big eyes and the eyes rut will tight

with full speed ahead

Smell the pineapples that ready for harvesting will have its own fragrance

The crowed of the pineapple will be down when use the finger to flick, if it has clear

sound that is not old, if it has dark sound that is very old.

The harvest for fresh consuming

To use a knife cuts at stalk and also remain the tuft for protecting the rotten

that because of the wound that is born from plucking tuft. After that cut the leafs out

for a shoot receiving the sun light extremely and remain 1-2 shoots for replacing

original. And the remain shoot, dig or pluck out for growing or selling.

The harvest for sending to industrial factory: will pluck the stalk only.

The harvest pineapples for getting high-quality: should harvest 3 times;


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The first time: will get about 20 25% of all in the plot.

The second time: should harvest after first time about 5 days and will get

about 40 60 % of all in the plot.

The last time: should harvest after the second time about 5-7 days byharvesting the remain part.

Keeping the pineapples shoot: after already harvested the first time, should do as

follow;

1. Pick a shoot that has a fruit out of the plot (will occur with pineapple)

2. Cut the leaf by being high from the ground about 1 palm span. If it is a

drought should cut the leaf tally upward again. The chop will help to bear the

fruits quickly and can harvest 2-3 times.

Shipping

After harvested should send to a factory or receiver within 1-2 day. A truck

must clean and be appropriate with pineapple quantity. Before bring load must

arrange the pineapple by given the tuft side down below for taking the weight and

protecting the bruised-fruit.

The nutrition worth: in the 100 grams of pineapples meat, it has the elements as

follow;

Moistness 84.90 grams

Energy 54 calories

Fat 0.30 grams

Carbohydrate 14 grams

Fiber 0.50 grams

Protein 0.40 grams

Phosphorus 8 milligrams

Calcium 22 milligrams

Vitamin A 17 milligrams

Vitamin B1 0.09 milligrams

Vitamin B2 0.04 milligrams

Vitamin C 22 milligrams

* Source: Nutrition division, Department of Health, Ministry of Public Health


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Figure 1.1: Geography Map of Plantation Nang Lae Pineapple

Nowadays, there are many competitors in pineapple market contribute to the

price for down and surplus pineapple in the market. Our group concern with this

problem and fine appropriate way to help local people for manage their product, so

we find the way to send pineapple to manufacturing for transforming it to be each

product such as fresh pineapple with export quality and direct from our cooperation

farm that is a backward strategy. Moreover, this strategy wills an advantage of

company because we are the owner of our supply. Next we can control our farming

process to keep the pineapples to complete with standard which is no chemical. Ourpineapple is 100% natural. Pineapple is an excellent source the trace mineral

manganese, which is an essential in a number of the important in energy production

and antioxidant defenses. For example, the key oxidative enzyme super oxide. The

energy production factories within our cells), requires manganese. Just one cup of

fresh pineapple supplies 128.0% of the DV for this very important trace mineral. In

addition to manganese, pineapple is a good source of thiamin, a B vitamin that acts as

a cofactor in enzymatic reactions central to energy production. PINEAPPLE is really

fruit of choice.


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More than above information, we can use pineapple to apply to make new product

such as pineapple can, pineapples yam, pineapple vine, dry pineapples, and pineapple

snack. The less part of pine apple, we use it to do some of product such as leaves;

pineapple paper, rind of it to make fertilizer and core of pineapple, we transform to

become pineapple core syrup. And now a day, the technology become more and more

powerful then pineapple could apply to many products. It can be the medication

aspect such as the root and fruit of pineapple are either eaten or applied topically as an

anti-inflammatory and as aphotolytic agent. It is traditionally used as an

antihelminthic agent in the Philippines. Anti-inflammatory are the thing that the

property of a substance or treatment that reduces inflammation. Anti-inflammatory

drugs make up about half ofanalgesics, remedying pain by reducing inflammation as

opposed to opioids which affect the central nervous system. healthcare practitioners

have reported improved digestion in their patients with an increase in pineapple as

their "fruit of choice" within a meal plan, we haven't seen published studies that

document specific changes in digestion following consumption of the fruit (versus

supplementation with the purified extract. However, we suspect that the core fruit will

eventually turn out to show some unique health-supportive properties, including

possible digestion-related and anti-inflammatory benefits. Everyone loves colorful,

pineapple can be easiest menu as delicious fresh fruit salad, plus pineapple is a perfect

addition to any meal and makes a great snack or dessert. So why don't you enjoy fresh

fruit salad more? Simply because it's been thought that cut fruit rapidly degrades, so

fruit salad, which can take 15 minutes to prepare, would have to be freshly prepared

to be good. For the easy step, Combining diced pineapple with chopped shrimp,

grated ginger and a little olive oil. Season to taste and serve this fragrant shrimp salad

on a bed of romaine lettuce. Mix diced pineapple and chili peppers for an easy to

prepare salsa that's an exceptional complement to fish such as halibut, tuna and

salmon. Drizzle maple syrup on pineapple slices and broil until brown. Serve plain or

with yogurt. Chopped pineapple, grated fennel and cashews go well together and are

especially delicious as a side dish to chicken. Pineapple is a wonderful addition to

fruit salads, especially those containing other tropical fruits such as papaya, kiwi and

mango.
http://en.wikipedia.org/wiki/Topicallyhttp://en.wikipedia.org/wiki/Anti-inflammatoryhttp://en.wikipedia.org/wiki/Proteolytichttp://en.wikipedia.org/wiki/Antihelminthichttp://en.wikipedia.org/wiki/Philippineshttp://en.wikipedia.org/wiki/Inflammationhttp://en.wikipedia.org/wiki/Analgesicshttp://en.wikipedia.org/wiki/Opioidshttp://en.wikipedia.org/wiki/Central_nervous_systemhttp://en.wikipedia.org/wiki/Topicallyhttp://en.wikipedia.org/wiki/Anti-inflammatoryhttp://en.wikipedia.org/wiki/Proteolytichttp://en.wikipedia.org/wiki/Antihelminthichttp://en.wikipedia.org/wiki/Philippineshttp://en.wikipedia.org/wiki/Inflammationhttp://en.wikipedia.org/wiki/Analgesicshttp://en.wikipedia.org/wiki/Opioidshttp://en.wikipedia.org/wiki/Central_nervous_system


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Moreover, this way can distribute income for local people. In term of transforming

pineapple to have high value in itself and make various products to response to

marketing and have high market share.

In finally; our business might useful for local people and another business can

adapt for suitable of their business and get benefit more and more. The reason that our

company would do in this business, because of the company can identify, plan and

implement community based income generating activates in the selected target

villages (Nang Lae sub-district) then Support the communities in setting up groups for

income generation (saving group, production group, etc) rural and community

development. And our company has Coordinate and co-operate with local authorities,

line agencies, suppliers, distributors and other partner organizations, especially with

the Department of Agriculture and Extension. In community development aspect, we

arrange and facilitate meetings at community level, support communities in their

empowerment so that Development and plan business concepts support in the access

of markets are in easy and smoothly business.

Projectobjective(s)

To make more benefits to investor

To provide our products to the tourist

To set our products up to be attractiveness and well-known by the tourists

To know how owner can increase the product following the demand of tourist

To cooperate with all stakeholders

Benefits of Project

Get profits for investor

Create customer satisfaction and word-of-mouth

Be well-known and accepted by the tourist

The tourist have loyalty to our product

Total sales will increase every years and top the goal in each year


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Chapter 2Industry Profile

Nature of Industry

Nowadays, there are a lot of products those are produced from fruit, vegetable,

meat and anything else. This reason the members of group make decision to choose

producing product from local fruit which local residents in village who plant it a lots

and make a occupation. It is Nang Lae village due to where have to plant a lot of

pineapple and we can take the raw material easily to produce products. Our products

that we produce that is divided two kinds there are main product and secondary

product. The main product:

Cookies, there are many companies to make cookies many tastes

to offer tourist such asChewy cookie, Nestle, Holiday Sugar and anything else and

those make the marketing in local and it causes a lot of people like it and do not care

their heath, so our product that focus on healthy of costumer that we make cookie

from pineapple because pineapples has properties to care health such as protect highblood pressure, bronchitis and anything else. Moreover, we can get benefit from this

product more and more.

Jam, in the present, it has many brands to produce jam in marketing such as

Tour, Best Food, Nestle, Doi Kham, REAL Berri Fruit ingredient LTD and anything

else. Our product is selected and passes producing efficiently. The product has the

modern packaging for several segments of tourist such as packaging for tour.

Canned Pineapple, there are many brand to produce canned fruit such as

Malee, Maling, Tesco Canned Fruit, Unif, Doi kham. TipCo and all on. We select the

raw material to produce it and pass to check from National food Institute for tourist

satisfaction.

Secondary Product

The secondary products are about producing remainder of pineapple there are

Sa Paper and Fertilizer.

Sa Paper that has many industries to make it to offer costumers and make

remainder to happen high useful.


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Fertilizer that many brands to offer farmer such as Kai To San, P B, Double

red elephants and etc. Our product is suitable for agriculture

Situation of Industry

Our business will separate the product is two parts.

Main products

Secondary Product

Product Raw material

Sa Paper Leave(Tissue) of pineapple

Fertilizer Rind of pineapple

Vision of P&P Pineapple Company

1. To be the best seller OTOP product.

2. To be the best quality of OTOP product.

Mission

We also use DEVELOP missions to our organization;

D; double target, when we set our aims including with market share and profit, we

dont stop only this aims so we must try to make both market share and profit more

than our aims as well.

E; enthusiasm, Nang Lae people concern about pineapple and fine the way the grow

their pineapple to be good as much as they can and learning the new techniques the

adapt to use with.

V; victory, Nang Lae people must have their own aims and try to go to meet it. And

believe that our success in our organization come from local people who grow

pineapple and make our customer satisfy with our products and ensure that they will

come to buy our product again.

Product Raw material

Cookies Pulp of pineapple

Jam Pulp of pineapple

Canned Pineapple Pulp of pineapple

Fresh Pineapple Pulp of pineapple

Pineapple Juice Pulp of pineapple


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Corporate Level

Our firm use strategy that is corporate level due to expand the business that

relates old business by our company to enter and to increase the value the local raw

material. The Corporate Level of our firm that produce the product increase to

separate the marketing more and more or focus on a group of tourist that is growing in

industry.

1. Focus on especially some part and find the strategy to piece making and

increase net income from old customer such as local people or the citizen

in province or in country. So we increase the value of products by

developing the demand of tourist such as increase various tastes.

2. To create loyalty of tourist and expand new market for finding various

tourist. It causes our product that many people know as well as distribute

revenues to local people and get more benefit.

3. To expand and make relationship in business for expending new market.

Business Level

Business Level that is competitive Strategy that focuses on the profit from

products and our products focus on the quality, make customer satisfaction. In our

company has the price for suitable for tourist who have high income and less revenue

can buy it. In Business level that separate the strategy two factors. These factors our

company concerns them. These are competitive strategy, co-operative strategy. Our

business, we analysis the competitors by we study their product and information in

trend and then we will adapt our products to high quality and we use differentiation,

Lower cost/ Cost leadership, focus and quick response for example we produce the

new product and make different thing and have low price, it cause tourist can

consume it. Co-operative that has two kinds there are Collusion, we have to cooperate

between companies in local country, the second, alliance, we create network in

business for competition in marketing such as Mutual service Consortia, Joint

venture, Licensing Arrangement ,Value Chain Partnership between Supplier,


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Manufacturer and Distributor for Long

relationship.

Functional Level

Functional level that determine in deep level of department to affect to

products and service following the duty of each department. Our company that is the

rules, objectives, aims following the companys strategy as well. The company where

divide the division for managing the resources that receive from headquarter to high

efficiency. Our company divides ten divisions Strategy Management, Production,

Operations, Logistics, Marketing, Purchasing, Financial, R&D, Human Resource

Management.


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Operation MarketingFinancialHRM

Logistic

Vice- President

R&D ProductionPurchasing

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Organization Chart of P&P Pine Apple Company

The President


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Chapter 3

Market Feasibility Study

Market Analysis

General Environment Analysis

Political

Political is the impact that cause the consumer behavior then it appearance as

both positive and negative side, according to the early year even if the nation political

have been confused but the consumers behavior were stable not worse and not great

as well, consumer still consume at the standard level not rise to high consume level.

Moreover the politic impact the consumer behavior according the follow;

Good political status

Consumer behavior Explain

Purchase product Not change anyway, still purchase the four dimension of

needs and sometime purchase luxury product to serve their

satisfy

Travel Tourist always travels with relaxation, tourism rate rapidly

high.

Have some meal Always have a meal outside or at the restaurant

Economy

Chiangrai has many festival, event, and exhibition which attract the foreign

and domestic tourist who influence and enhance economy in Chiangrai province.

Ministry of Tourism and Sports, Thailand

Guest Arrivals at Accommodation Establishments (Hotels,Guesthouses,Resorts)

in Chiang Rai

Nationality January-March

2009 2008 D(%)

Thai 163,283 150,941 + 8.18

Brunei 50 1 + 4900.00

Cambodia 7 3 + 133.33

Indonesia 512 152 + 236.84

Laos 167 11 + 1418.18

Malaysia 1,710 842 + 103.09


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Myanmar 116 181 - 35.91

Philippines 48 147 - 67.35

Singapore 404 334 + 20.96

Vietnam 1 25 - 96.00

China 746 484 + 54.13Hong Kong 62 171 - 63.74

Japan 1,532 2,222 - 31.05

Korea 755 749 + 0.80

Taiwan 2,095 4,446 - 52.88

Austria 239 862 - 72.27

Belgium 2,125 1,818 + 16.89

Denmark 1,033 1,523 - 32.17

Finland 110 533 - 79.36

France 7,394 7,422 - 0.38Germany 3,984 4,506 - 11.58

Italy 1,767 1,745 + 1.26

Netherlands 2,232 3,781 - 40.97

Norway 802 1,059 - 24.27

Russia 201 553 - 63.65

Spain 723 1,172 - 38.31

Sweden 971 1,512 - 35.78

Switzerland 1,604 2,284 - 29.77

United Kingdom 1,929 3,311 - 41.74East Europe

Canada

USA

India

45

696

2,780

49

330

584

6,945

50

- 86.36

+ 19.18

- 59.97

- 2.00

Australia 881 1,298 - 32.13

New Zealand 100 229 - 56.33

Middle East 29 214 - 86.45

Israel 3,534 5,215 - 32.23

Africa 12 12 + 0.00Others 2,584 2,301 + 12.30

Grand Total 207,312 209,968 - 1.26

Thai 163,283 150,941 + 8.18

Foreigners 44,029 59,027 - 25.41

: Last update 2 Nov 2009

Ministry of Tourism and Sports,Thailand

Guest Arrivals at Accommodation Establishments (Hotels,Guesthouses,Resorts)

in Chiang RaiNationality April - June


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2009 2008 D(%)

Thai 142,289 143,449 - 0.81

Brunei 1 - -

Cambodia - - -

Indonesia 65 146 - 55.53

Laos 114 48 + 137.95

Malaysia 1,082 1,289 - 16.07

Myanmar 143 504 - 71.67

Philippines 29 117 - 75.62

Singapore 438 758 - 42.27

Vietnam - - -

China 299 546 - 45.33

Hong Kong 65 125 - 48.33

Japan 1,179 1,978 - 40.39

Korea 499 1,678 - 70.25

Taiwan 3,285 6,220 - 47.19

Austria 159 429 - 62.89

Belgium 974 1,704 - 42.85

Denmark 123 492 - 75.06

Finland 36 154 - 76.74

France 3,529 6,743 - 47.67

Germany 2,209 3,791 - 41.74

Italy 1,250 1,667 - 25.01

Netherlands 1,660 3,565 - 53.44

Norway 69 210 - 66.92

Russia 89 111 - 19.72

Spain 1,416 3,428 - 58.71

Sweden 171 303 - 43.72

Switzerland 709 1,437 - 50.65

United Kingdom 659 1,913 - 65.55

East Europe 5 112 -

Canada 230 485 - 52.60

USA 2,946 3,382 - 12.89

India 57 138 - 58.66

Australia 848 3,162 - 73.18

New Zealand 104 301 - 65.35

Middle East 9 196 -

Israel 2,078 2,466 - 15.72

Africa 6 66 -

Others 685 2,103 - 67.41

Grand Total 169,507 195,216 - 13.17

Thai 142,289 143,449 - 0.81


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Foreigners 27,218 51,767 - 47.42

: Last update 2 Nov 2009

Conclusion

Chiangrai festival, event, and exhibition are the activities that enhance the

value of destination then it cause the variable of economy include currency exchange,

income distribution, employment, new jobs opportunities, and local empowerment.

Moreover, tend of economic growth in Chiangrai going to rise in next 5 year

with the result from early years, Chiangrai going to be the choice of destination for

investing in many segments. And then the development mention on the local

participate which show the significant of local stakeholder, and the local product will

be accepted on the nation standard.


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Social

Gender and age of excursionist and tourist arrive in Chiangrai 2551

Categories

Domestics Foreigners

Excursionists Tourists Total Excursionists Tourists Total

Gender

Men

Women

50.66

49.34

52.68

47.32

52.20

47.80

55.34

44.66

54.53

45.47

54.75

45.25

Total (%) 100.00 100.00 100.00 100.00 100.00 100.00

Age

15-24

25-34

35-44

45-54

55-64

65 up

12.14

25.43

42.31

17.08

2.66

0.38

15.83

34.29

33.87

10.65

3.69

1.67

14.95

32.17

35.89

12.19

3.44

1.33

7.25

17.94

40.46

27.10

4.58

2.67

5.67

31.87

38.67

18.98

4.11

0.71

6.10

28.10

39.15

21.18

4.24

1.24

Total (%) 100.00 100.00 100.00 100.00 100.00 100.00


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Occupation of excursionist and tourist arrive in Chiangrai 2551

Categories Domestics Foreigners


Occupation Propriety

Government Officer

Employee

Housekeeping

Student

Retirement

Agriculturist

Labor

Other

20.30

15.37

19.73

10.63

11.01

0.19

3.61

18.79

0.38

19.23

15.89

11.55

7.98

13.21

3.39

5.89

22.42

0.42

19.48

15.77

13.50

8.61

12.69

2.63

5.35

21.57

0.41

33.97

21.37

15.27

9.54

7.25

1.91

0.38

10.31

-

37.25

16.15

15.01

11.05

6.23

1.13

3.82

9.35

-

36.36

17.56

15.08

10.64

6.51

1.34

2089

9.61

-

Total (%) 100.00 100.00 100.00 100.00 100.00 100.00


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Customer behavior as a social change

Issue concern Explain

- Social change Social change cause the consumer

behavior change follow the outsidemotivation , then the consumer search for the

valuable and reasonable product so it result

our business be the one choice that offer

market the quality and efficiency product

- Health Consumer seeing the product that good

for their health and make them far from the

risk and disease so that our business offer

them the healthy product made from the

quality ingredient so it tend to make the

high pro fit from this issue

- Religion Religion does not impact our business,

even if consumer were in different religions

but every one can consume our product that

does not separating and focusing on the

religion. Our business can serve all of thereligions and make the profit

- cultural communication That is the benefit to our business from

cultural communication, the foreign tourist

can reach our product, and the currency

exchange will take place.

- Environment disaster

- Pollution

- Wildlife invasion

If the pollution occur (air, water, noise,

vision), the environment disaster and the

wildlife invasion take place so it not

concerning with our business, the business

can run without care about the pollution.


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Domestic, foreigner excursionist and tourist behavior 2551(%)

Categories

Domestics Foreigners


Objective

1. Travel/ leisure

2.Meeting/Incentive/Convention

3. Business

4. Government practice

5. Visit friend and relative

6. Exhibition and trade

7. Religious

8. Others

37.95

13.09

6.64

17.65

16.51

0.57

7.59

-

34.94

11.07

6.09

7.14

37.32

0.18

2.32

0.12

35.66

11.55

6.84

9.65

32.35

0.27

3.58

0.09

36.26

12.98

6.11

22.90

20.23

0.76

0.76

-

35.27

6.94

2.83

8.50

45.47

0.28

0.71

-

35.54

8.57

3.72

12.40

38.64

0.41

0.72

-

Total 100.00 100.00 100.00 100.00 100.00 100.00


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Categories Domestic Foreigners


Amount of

province

1 province

2 province

3 province

4 province

5 province up

90.51

8.16

1.14

0.19

-

91.49

7.26

1.07

0.06

0.12

91.26

7.48

1.09

0.09

0.09

98.09

0.76

0.76

0.38

-

95.18

3.54

1.27

-

-

95.97

2.79

1.14

0.10

-

Total 100.00 100.00 100.00 100.00 100.00 100.00


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Categories

Domestic Foreigners


Amount of

visiting

A time

2 times

3 times

4 times

5 times up

91.08

5.88

1.99

0.95

0.91

81.90

13.93

2.14

0.95

1.07

84.10

12.01

2.08

0.95

0.86

96.56

2.67

0.76

-

-

89.24

9.92

0.85

-

-

91.22

7.95

0.83

-

-

Total 100.00 100.00 100.00 100.00 100.00 100.00


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Categories

Domestic Foreigners


Fellow traveler Singer

Friend or couple

Family

Cousin

Co-worker

Other

39.28

26.76

21.63

3.98

8.35

-

22.99

27.52

27.22

5.78

11.49

-

30.69

27.33

25.88

5.35

10.74

-

37.40

32.06

20.61

2.67

7.26

-

20.11

43.20

29.46

2.27

4.96

-

24.79

40.19

27.07

2.38

5.58

-

Total 100.00 100.00 100.00 100.00 100.00 100.00



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Categories

Domestic Foreigners


Amount of

fellow traveler

1

2

3

4

5

6-10

10 up

64.52

16.70

10.06

2.85

2.85

2.09

0.95

61.43

15.12

11.85

4.88

2.74

2.44

1.55

62.17

15.50

11.42

4.40

2.76

2.36

1.40

77.10

9.16

10.31

1.91

1.53

-

-

64.45

15.58

12.32

4.96

2.12

0.42

0.14

67.87

13.84

11.78

4.13

1.96

0.31

0.10

Total 100.00 100.00 100.00 100.00 100.00 100.00


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Technology

In the present time, technology becomes the important factor that influence the

customer behavior and market conduct activities that is the technology contribute to

easier, faster and higher quality, interaction between customer and product.

Issue concerning Explain

Internet Internet impact our business as the positive

way that is the consumer can find out our

business via our website, and they get the

several information of our business and

product in their mine.

Telephone Telephones are the significant factor in our

business, we take it to communicate with

consumer and supplier when must to make

the order and sometime use to make the

bargaining.

Fax The important equipment use to

communicate with consumer or supplier then

it make our business to easy

Competition Analysis (3C Analysis)

In formulating business strategy, managers must consider the strategies of the

firm's competitors. While in highly fragmented commodity industries the moves of

any single competitor may be less important, in concentrated industries competitor

analysis becomes a vital part of strategic planning.

Competitor analysis

Customer Analysis

We are going to analyze the customer behavior to achieve the goal, several

factors. We focus on groups of tourist because they go to travel to Chiang rai a lots in

each year. We divide group of tourist by sex, occupation, income and anything else to

make satisfaction to them

Competitive analysis

The study about competitive according to what their product, where they

positioning, how much their cost, how about their promotion, what are they straight

and weakness, how about their segmentation, and know about competitive product


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life cycle. In addition, we know about competitive and we use the competitive

information to improve our company.

Competitor analysis

Competitor analysis that we concern many factors to compete with it. Our

competitor is Tab Tim Tong Shop. It locate in Mae Chan district which is near our

shop.

The strategy in marketing we focus on a group of tourist who is a consumer.

We advertise a shop to tourist know about it

We choose the product which is guationranteed from National institute

for tourist satisfaction.

The products in a shop to guarantee by symbol (Main Product)

We have technology which is cleanliness.

We have amenity service such as toilets ATM.

We have the processing management in a shop

Weakness

We do not have some service enough.

We do not have the transport to carry to tourist enough.

We do not have various products to offer tourist.

Opportunity

The government support small business (SMEs)

The marketing has many channel distribution.

Threat

There are substitute products and many brands to buy products.

STP Marketing


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No. Product Segment Target Position1. Fresh Nang

Lae Pineapple

P&P Pineapple

company serves

fresh pineapple

(grade A) fromNang Lae village to

consumers in all

genders, ages, and

class of society and

who favor fresh

pineapple.

We focus on tourists

who fascinatingly

pineapple and take h

yeacare their health.

We present our

product under

P&P Pineapple

brand which easilyto remember as well

as come to locate

our brand in the

mind of tourists. We

serve fresh

pineapple to local

market with our

shop. Then, tourists

can purchase our

product with one

stop shopping.When tourists

visited to Mae Sai or

other place who can

stop to shopping at

our shop, so it has

located far from

Mae Fah Luang

University around 2

Kilometers and

opposite a PTT

petro station. Wehave a lot of

facilities that serve

to tourists such as a

large parking, clean

toilet, and small

park. Tourists can

enjoy shopping in

our shop and relax

from journey, too.

2. Pineapple Jam We serve Nang Lae

pineapple jam to

consumers with

family groups. It is

easy and

comfortable to

consume in fast-

time. They can eat

with bread or

sandwich in

breakfast or everytime that they want.

We focus on tourists

who like pineapple

jam to enjoy eating

overtime, and want

energy to encounter

with activities.

Moreover, our

pineapple jam

increases their

delicious taste in

urgent-time, too.

We present our

product under

P&P Pineapple

brand which easily

to remember as well

as come to locate

our brand in the

mind of tourists. We

serve our products

to P&P Pineapple

shop. When touristsvisited to Mae Sai or


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pineapple can to

consumers with

every ages and

genders who can

enjoy eating

immediately whenthey open and mix

with ices.

who want relax with

delicious pineapple

can and get benefit

of healthy.

Moreover, pineapple

can will increasescolor and makes

their to enjoy eating

after meals or break-

time.

6. Fertilizer P&P Pineapple

launches the Nang

Lae fertilizer to the

market that made

from pineapple, and

its also lower price

than the other

company.

Pineapple fertilizer

has high quality and

not has dangers to

natural

environment.

We focus on

agriculturists who

care about

environment

friendly. And we

offer them with

lower price for help

local community

and support

environment

friendly, too.

7. Sa Paper We produce Sa

Paper to the market

that made from the

rest of Nang Lae.And then, it also

wrap a present, can

use to product, or

many works.

We focus on general

people that like

beautiful unique of

Sa Paper to use inspecial time or

others.

Marketing Mix (4Ps)

Product - customer need:

we serve the high quality of products from Nang Lae Pineapple to our

customers by concerning the cultures, tradition or lifestyle. Customers can find and

buy our product at our shop where is one stop shopping to serve to the customers.

There are many products that we serve to the customers including with Nang Lae

fresh pineapple, Nang Lae fresh pineapple juice, Nang Lae Pineapple can, Nang Lae

Pineapple cookie and Nang Lae pineapple jam all of these can reponse the customers

needs with Nang Lae pineapple.

Price cost:

we set reasonably price for our customers by set it be concerned as pricing


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strategy, suggested retail price, volume discounts and wholesale pricing, cash and

early payment discounts, seasonal pricing, bundling, price flexibility, and price

discrimination and then we divide price of products two kinds, They are price for Thai

tourists and price for foreigner tourists by we increase price from standard price to

high price for them

Place:

all of our products available and sell in our shop where be one stop shopping

shop. Located in the central of village and nearby highway that the customer can easy

to get there and our shop designed in Lanna and modern style mix together to attract

the customers to visit our shop.

Promotion:

We aspect the promotion concerning as Chiang rai tourism season categories

Seasons Promotions

High season ( November - April) - Sample

- Open booth in several events and

festival in Province.

- Bonus Pack

- Leaflet

Low season ( May - October ) - Price off

- Premium

- Sample

- Leaflet


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Sales forecast for First Year

Sales forecast for Second Year

Month

Domestic Foreigner

The amount of

tourist

Expense per

person

Domestic expense The amount of

tourist

Expense per

person

Foreigner expense

Jan 20,000 200 4,000,000 6,000 250 1,500,000

Feb 15,000 200 3,000,000 5,300 250 1,325,000

Mar 15,000 200 3,000,000 5,100 250 1,275,000

Apr 25,000 200 5,000,000 5,900 250 1,475,000

May 10,000 200 2,000,000 4,000 250 1,000,000

Jun 5,000 200 1,000,000 2,000 250 500,000

Jul 4,000 200 800,000 1,800 250 450,000

Aug 3,700 200 740,000 1,500 250 375,000

Sep 7,000 200 1,400,000 2,000 250 500,000

Oct 9,500 200 1,900,000 4,300 250 1,075,000

Nov 10,500 200 2,100,000 6,100 250 1,525,000

Dec 20,000 200 4,000,000 7,300 250 1,825,000

Total 144,700 2,400 28,940,000 51,300 3,000 12,825,000


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Sales forecast for Third Year

Month

Domestic Foreigner

The amount of

tourist

Expense per

person


tourist

Expense per

person

Foreigner expense

Jan 22,300 220 4,906,000 6,350 270 1,714,500

Feb 17,000 220 3,740,000 5,500 270 1,485,000

Mar 16,500 220 3,630,000 5,400 270 1,458,000

Apr 27,000 220 5,940,000 6,050 270 1,633,500

May 11,100 220 2,442,000 4,400 270 1,188,000

Jun 6,000 220 1,320,000 2,200 270 594,000

Jul 4,980 220 1,095,600 2,070 270 558,900

Aug 3,900 220 858,000 1,700 270 459,000

Sep 7,300 220 1,606,000 2,100 270 567,000

Oct 9,850 220 2,167,000 4,480 270 1,209,600

Nov 11,500 220 2,530,000 6,270 270 1,692,900

Dec 21,500 220 4,730,000 7,500 270 2,025,000

Total 158,930 2,640 34,964,600 54,020 3,240 14,585,400


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Sales forecast for Forth Year

Month

Domestic Foreigner

The amount of

tourist

Expense per

person


tourist

Expense per

person

Foreigner expense

Jan 24,000 250 6,000,000 6,500 300 1,950,000

Feb 18,500 250 4,625,000 5,750 300 1,725,000

Mar 18,000 250 4,500,000 5,650 300 1,695,000

Apr 29,800 250 7,450,000 6,200 300 1,860,000

May 12,500 250 3,125,000 4,680 300 1,404,000

Jun 6,800 250 1,700,000 2,530 300 759,000

Jul 5,300 250 1,325,000 2,500 300 750,000

Aug 4,200 250 1,050,000 1,890 300 567,000

Sep 7,400 250 1,850,000 2,250 300 675,000

Oct 10,000 250 2,500,000 4,600 300 1,380,000

Nov 12,900 250 3,225,000 6,400 300 1,920,000

Dec 23,000 250 5,750,000 7,680 300 2,304,000

Total 172,400 3,000 43,100,000 56,630 3,240 16,989,00

Month

Domestic Foreigner

The amount of

tourist

Expense per

person


tourist

Expense per

person

Foreigner expense

Jan 24,800 280 6,944,000 6,650 320 2,128,000

Feb 20,000 280 5,600,000 5,900 320 1,888,000

Mar 19,500 280 5,460,000 5,800 320 1,856,000

Apr 31,000 280 8,680,000 6,350 320 2,032,000

May 14,200 280 3,976,000 4,800 320 1,536,000

Jun 7,100 280 1,988,000 2,750 320 880,000

Jul 5,450 280 1,526,000 2,670 320 854,400

Aug 4,360 280 1,220,800 2,000 320 640,000

Sep 7,680 280 2,150,400 2,360 320 755,200

Oct 11,260 280 3,152,800 4,820 320 1,542,400

Nov 14,000 280 3,920,000 6,550 320 2,096,000

Dec 25,200 280 7,056,000 7,750 320 2,4840,000

Total 184,550 3,360 51,674,000 58,400 3,840 18,688,000


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Sales forecast for Fifth Year

Month

Domestic Foreigner

The amount of

tourist

Expense per

person


tourist

Expense per

person

Foreigner expense

Jan 20,500 300 6,150,000 6,800 350 2,380,000

Feb 21,500 300 6,450,000 6,100 350 2,135,000

Mar 20,500 300 6,560,000 6,000 350 2,100,000

Apr 33,000 300 10,560,000 6,500 350 2,275,000

May 15,000 300 4,800,000 4,950 350 1,732,500

Jun 7,500 300 2,400,000 2,890 350 1,011,500

Jul 5,600 300 1,792,000 2,800 350 980,000

Aug 4,550 300 1,456,000 2,150 350 752,500

Sep 7,800 300 2,496,000 2,500 350 875,000

Oct 12,500 300 4,000,000 5,000 350 1,750,000

Nov 14,500 300 4,640,000 6,800 350 2,380,000

Dec 26,500 300 7,950,000 8,000 350 2,800,000

Total 193,950 3,600 59,254,000 60,490 4,200 21,171,500


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Conclusion

In the early year of conducting business that we concern many factors to

analyze before setting it such as Political, Economy, Social and Environment, and

Technology. These affect to our business directly. To know customers, we have to

know the demand of them and then offering the product to customers for satisfaction.

STP (Segmentation, Targeting and Positioning) we place the products as appropriate

with the right taget. We have to concern marketing mix strategy (Product, Price,

Place, and Promotion); the way to enhance the company value then all information

must appear as the useful for the business decision making and offer to the market.


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Chapter 4

Technical Feasibility Study

Production and Operation Analysis

Product Characteristics (in Detail)

We have the main products and we describe detail of each product:

1. Nang Lae pineapple is grow only up in Nang Lae sub- district in Chiang Rai

province because of climate and geography of this area to make Nang Lae pineapple

is very fresh, sweet, luscious and crisp. So it can make the customer satisfaction and

create word of mouth.

- 1 kg 15 baht


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2. Pineapple jam; we produce pineapple jam with various sizes, packaging

and appropriate with customer use such as

- 100 grams 28 baht

- 600 grams 158 bath

In packaging

- Small size including 6 bottles Nang Lae pineapple 150 bath

- Medium size including 12 bottles Nang Lae pineapple 300 bath

- Large size including 24 bottles Nang Lae pineapple 450 bath.

Ingredient

Fresh pineapple pulp 500 grams

1. Pineapple juice 250 grams

2. Sugar 800 grams

3. Water 50 grams

4. Pectin powder 1 tablespoon

5. C-tric acid (from lemon acid) 2 teaspoon

6. Salt teaspoon

Process

1. Put pineapple pulp and juice, and water in a brass pan on the stove that

has heat in medium level. Watching until pineapple pulp into bright.

2. The first, divided sugar 50 grams mixes with pectin powder to scatter

in a brass pan, and then stir until sugar vanishes.

3. Put the all of sugar that remain in a brass pan, and then rushed minor of

the heat and stir at all times.


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4. Add C-tric acid (from lemon acid) and salt and stir at all times about 1

2 minutes, and then slow down of heat.

5. Watching pineapple jam that be sticky (uplift the ladle and watching

the jam that be stream down), and then off the heater.

6. Wait until jam is warm and pack in clean vessel.

7. The finally, waiting until jam be harden and ready! for close up tightly.

3. Cookie; our product focus on health of customer. In product does not much

sweet of sugar. We have only one size that standard for customer that is

- 300 grams 59 baht

Ingredient

1. General powder (for cookie) 400 grams

2. Soda powder teaspoon

3. Baking powder 1 teaspoon

4. Corn powder 10 grams

5. Vanilla powder 1 teaspoon

6. Dried milk 10 grams

7. Fresh butter 100 grams

8. Margarine 100 grams

9. Icing 100 grams

10. One egg

11. Vanilla scent 1 teaspoon

12. Fresh pineapple 1 kg.


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Process

1. Prepare to crush pineapple pulp and mold size about 2 cm, and then

take into refrigerator for a night.

2. Sifted general powder, soda powder, baking powder, corn powder,

vanilla powder, and dried milk together.

3. Whip fresh butter with icing until swelling and put an egg, then slow

down of whip and mix powder (from no. 2) together. And then take to

mold with stuffing pineapple (from no. 1) and take an egg yolk paint

for cookie face.

4. Bake about 350 Fahrenheit (about 20 minute).

5. Waiting until cool and pack into package.

4. Nang Lae pineapple juice to produce from fresh 100 % Nang Lae pineapple.

We divide following quantityand kind types, there are bottle and can.

Standard can 17 baht

Size of bottles

- 600 ml 22 bath

- 1.25 l. 120 baths

Ingredient

1. Fresh pineapple 3 fruits

2. Sugar 1 kg

3. Salt 30 grams

4. C tric acid 2 teaspoon

5. Water 3 measuring cup6. Sodiumbensoet 1 teaspoon


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Process

1. Crush pineapple pulp and take to sift with cloth for separate juice.

2. Boil sugar that make be syrup.

3. Boil pineapple juice about 10 minute, and then add c-tric acid, salt, and

syrup together.

4. Off heater, add Sodiumbensoet and stir together.

5. Wait until cool and ready to packing.

5. Nang Lae pineapple can ; we produce fresh Nang Lae pineapple with syrup

in can which has:

- 100 grams 29 bath

- 230 grams 58 bath

Ingredient

1. Pineapple

2. Sugar 800 grams

3. Water 250 grams

4. C-tric 2 teaspoon

5. Salt 50 grams

6. Sodiumbensoet 1 teaspoon

Process

1. Remove pineapple into small size and take through sterilize process by

hot steam machine.

2. Boil sugar, water, c-tric, and salt that make are syrup.

3. Off heater, and then add Sodiumbensoet mix with syrup and stir.

Waiting until cool.

4. Take pineapple and syrup into cans.

5. Close up tightly by machine and take cans to sterilize process again.


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6. Pineapple Fertilizer; we produce from other part of pineapple such as bark of

pineapple has; one size is 20 kilograms 350 baht.

Ingredient

1. Pineapple 3 kg.

2. Molasses or brown sugar 1 kg.

3. A plastic bucket (pitch-dark and has a cover)

Process

1. Cut pineapple into small piece and put in a plastic bucket.

2. Add molasses or brown sugar mix with pineapple together, and then close

up tightly and keep in shady area.

3. Undergo fermentation about 7-8 days that change to brown fluid and

fragrantly.

4. Pack brown fluid in bottles.

7. Sa Paper; we producefrom the leaves of pineapples

Ingredient

1. The leaves of pineapples

2. Caustic soda

3. Chlorine

4. Water

5. The used paper

Process


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1. Bring the leaves of pineapples about 300 grams, caustic soda 40-60 grams and water 1

liter to boil together and then pour the boiled water out. Next, wash the leaves of

pineapples 2-3 times.

2. Bring the used paper about 30 grams to soak in the water and then thoroughly spin it.

3. Then, bring the Chlorine to dissolve in the pineapples that already boil with caustic

soda about 15 minutes for changing the color of the leaves of pineapples.

4. Bring the paper that already spin and the leaves of pineapple to pour in the basin that

have 18 liter of water, then use the sieve to winnow for making it to be equal. After

that, bring to sun until the paper dry. Next, take to transfer follow your need and want.

Specification, Feather, Dimension, Life Time, etc.

Specification

The pineapple is local fruit of the Chiang Rai that can eat refreshments or

transfer to other products such as pineapple jam that make of 100% pineapple meats

have not sweet too much and also have pineapple meat is mixing inside, cookies that

emphasize for the health of a consumer and also not sweet too much, pineapple juice

makes of 100% pineapple meats and have mellow smack , not sour and not sweet too

much, pineapple can in syrup, pineapple fertilizer make of other part of pineapple

such as bark of pineapple and so on. Every kind product is One Tumbol One Product

goods or OTOP.

Dimension

The pineapple market is interesting in the Chiang Rai because of pineapple is

the fruit that bear fruit all year and the requirement of the pineapple still has the

requirement continuously because possibly both of food and a gift. From the patrol in

the market now, a customer still have the requirement consumes goods in a lot of

amount because customer can seek easily and comfortably in consuming. By the

target group will emphasize at a tourist mostly.

Life Time

Items Life Time Main products


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- Nang Lae fresh

- Pineapple jam

- Cookies

- Nang Lae fresh juice

- Nang Lae pineapple can

Secondary products

- Sa paper

- Fertilizer

5 days

1 years

3 months

6 months

1 years

-

-

Product/Service Process

Product process

Our products and service, we plan two things together. Our products that will

be the instant products which customers can use in that time and they bring it to go

anywhere. In product, we will follow our products after customers buy it. The method

that we use making the questionnaire to survey the attitude of customer with our

products after that we survey it already. We take the information to analyze to see the

strength, weakness, opportunity and threat (SWOT) that products how it can develop

to be high quality and make customer satisfaction. In our products will check about

quality, cleanliness, standard of universal and anything else.

National food Institute


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Products

Costumers

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Process Check quality

Figure 4.1: Product Process

Service process

In service of our business that concern the satisfaction of customers the first

step, we give the employees to know about customers who have favor for their

business. The company should study the demand of customers what they want to kind

of products. Moreover, we should know target of costumers, and separate a group of

consumers clearly. To create the distribution channel for consumer can access easily.

To find the information of them such as where they like to go or to visit that we can

take our product and employees serve a group of customers. To survey the queer

information of consumers for instances the pocket money of consumers etc. The

second step, to find the good ideas for developing products. The third step set the

strategy of service of consumer such as our products has to be cleanliness and safety

for they believe in our products. The fourth step, it is important thing by our company

have to train the employees by we hire the expert in service to teach all of employees

before doing the real work. The fifth step set the quality goal of service and profit to

consumer. The sixth step, to study the environment and competitors when we know

the planning of competitors that we can adapt the product or develop to equal or high

level more than it. The seventh step, enduring and do not unsatisfied about quality of

service so a company could adjust the products in all time. All of 7 seven steps are the

method that consumers satisfy in our product when they are served from employees in

a company.

Training process

Industry

Trained employees Customers


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(Seven steps) Serve

Figure 4.2 Service process

Location

Our shop launched and located near our market and customer at Paholyotin

road by our shop and facility locate on 383 Moo 2 Tasud sub-district Muang district

chiang rai province 57100.

The reason that we locate in local because we can take the raw material easily

and do not waste the cost of transfer.


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Figure 4.3 Layout Feasibility


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Machine / Tools / Equipment.

P&P Pineapple homemade, we bring the high the technology to produce the

product because high technology in product because using high technology in

producing, it causes the products to be high quality. Our equipments that decorate

with of product. Sometime some of equipments and tools to use in one time, we have

to focus on the number of them in using in processing. The company maintains the

tools, equipment, and machine by we check about working of them in annual. If we

select machine, tools, equipment are appropriate with each product, it cause the

product to complete.

Logistics Management

We manage the transportation, warehousing, inventory, customer/order enter

and administration that the movement of the organizations finished products to its

customers, the main activities associated with physical with distribution include

inventory control, warehousing, and storage such as one track carries about 1000-

1500 kgs. We have another vehicle to carry on finish goods to a shop. We have to

check pre & post transport.

Raw material management

Physical distribution

Raw material

component

su lier

The organization

Processing finishGoods

Tourist


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Figure 4.4:Logistics Management

Facility Management

Our company encourages in management everything the lowest effect to

natural environment such as:

- Building: A company will check an orderliness of a building every

year if there is the defect, we will repair at that.

- Natural Environments:

1. Manage of dry garbage

2. Manage of waste

3. Manage of danger garbage

- Security System:

1. There is checking equipment tool every year

2. Safety; there is a guard looks after the period night

3. There is circuit camera closed

- Information System Management: about receipt and expense


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Cost of Investment

Pre-Operating cost

Landscape

Fee

1. Register for opening the company

5,000

2. Register for the goods

5,000

Total

10,000

Investment Cost

Investment Amount Depreciation Annual Dep. Monthly Dep.

Land and building 5,000,000 5 Year 1,000,000 83,333


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Equipment

Office

+ Table

+ Sofa

+ Computer Printer

+ Telephone

+ Fax+ File cabinet

+ Calculator

+ Refrigerator

+ Air Conditioner

+ Chairs

Manufacturing

+ Jam

+ Cookie

+ Pineapple juice

+ Pineapple cans

+ Pineapple paper

+ Fertilizer

7,500

5,000

40,000

1,300

8,000

3,000

1,500

5,000

60,000

5,000

6,000

40,000

20,000

27,000

30,000

6,000

5 Year

5 Year

5 Year

5 Year

5 Year

5 Year

5 Year

5 Year

5 Year

5 Year

5 Year

5 Year

5 Year

5 Year

5 Year

5 Year

1,500

1,000

8,000

260

1,600

600

300

1,000

12,000

1,000

1,200

8,000

4,000

5,400

6,000

1,200

125.00

83.33

666.66

21.66

133.33

50.00

25.00

83.33

1,000

83.33

100.00

666.66

333.33

540.00

500.00

100.00

Tool of manufacturing

+ A cooking oven

+ Whisked powder

machinery

+ squeezed fruit juice

machinery

+ Compressed-can

machinery

120,000

20,000

6,000

50,000

5 Year

5 Year

5 Year

5 Year

24,000

4,000

1,200

10,000

2,000.00

333.33

100.00

833.33

Operating Cost

Raw material Cost Monthly Yearly

Pineapples sell on cash 15 ton and sell for 4,000 per ton 60,000 720,000

Jam

Pineapple for making jam 1.5 ton and sell for 4,000 per ton

Sugar 90 kilograms and 20 baht per kilogram

6,000

1,800

72,000

21,600


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Cookie

Pineapple 1 ton

Flour 2 tons and 20 baht per kilogram

Eggs 90 stalls and 70 baht per stallButter 30 kilograms and 50 baht per kilogram

Baking soda 2.5 kilograms and 32 baht per kilogram

4,000

40,000

6,300

1,500

80

48,000

480,000

75,600

18,000

960

Pineapple juice

Pineapple 2 tons and 4,000 per ton

Syrup 25 liters and 300 baht per liter

8,000

7,500

96,000

90,000

Pineapple can

Pineapple 1.5 tons and 4,000 per ton

Syrup 50 liters and 300 baht per liter

Citrix acid 1 kilogram and 150 per kilogram

6,000

15,000

150

72,000

180,000

1,800

Sa paper

Pineapple (Grade B) 1 ton and 2,000 per ton

Caustic soda 50 kilograms and 25 baht per kilogram

Accessories (flowers, bamboos and etc)

2,000

1,250

500

24,000

15,000

6,000

Fertilizer

The leavings of pineapple

Microbe 1 crate

Molasses 100 kilograms and 8.5 baht per kilogram

-

7,750

850

-

93,000

10,200

Direct Labor Cost

Labor 20 persons, 4,000 baht per month 80,000 960,000

Overhead Monthly Yearly

Security guards 1 person, 4,000 baht per month 4,000 48,000

Housekeepers 2 persons, 3,000 baht per month 6,000 72,000

Total manufacturing 674,720 8,096,640

Selling Cost Salesmans salary expense 2 persons 8,000 96,000


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Advertising 30,000 360,000

Total selling cost 38,000 456,000

Administration Cost

Office salary expense 4 persons 20,000 240,000

Telephone 2,000 24,000

Electronic 20,000 240,000

Total 42,000 504,000

Conclusion

In this chapter, it causes we know about specify of product characteristics,

specification, dimension, life of time of our product that we take it following the

demand of marketing. Analyzing facility layout where we could take about industry

of producing products, office, godown for raw materials and anything else. Analyzing

the machine, tools and equipments that how we could use them per producing in one

time. Planning and management logistics and net work of raw material and products

before we will produce product and after product to finish. Management about

systems in a company such as security system, cleanliness system and anything else.

We know about cost investment such as pre- operating cost and investment cost (land,

building, equipments and tools) depreciation of them and analyzing raw material

cost, direct labor cost and overhead that how to use them per month and annual. We

still analyze administrative cost (electricity, Telephone, Fax salary and etc) how we

use the budget in organization.


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Chapter 6Risk Management

Internal risk

Financial Risk

There are several financial risks in P&P pineapple homemade company including

withRisks Solutions

Foreign Exchange Risk - Accept the risk

- Offer the promotion as well as we can

to motivate the consumer even the

variable of money exchange.

Capital Availability Risk - Accept the risk

- Motivate the investor as mention on the

benefit they are going to get in next 1-5


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year.

Capacity Risk - Accept the risk

- Set the rule of account payable for

instance determining an interest rate

and control sale on account.

Commodity Price Risk - Accept the risk

- Fixed the price of product as well as we

can, then control the cost of

manufacturing and organizing such as

deduct the cost of raw material

regarding find out the new chain or new

supplier that offer us the best.

Taxation Risk - Accept the risk

- Learn information about taxation such

as label tax and property tax and also

excise as the annual evaluate taxation.

Human resource risk

Risk Solutions

- Tragedies, accidental death, illness,

injury to owners

- Accept the risk

- Offer welfare to employees

- Policy and strategyrisk in

Organization

- Accept the risk

- Determine Policy and Strategy clearly

for everyone knows all.

- Ability, Skill and Attitude risk - Accept the risk

- Crucial to have an attitude of optimism

and hope

- Cultural risk - Accept the risk

- Set culture role in organization such as

uniform. If who do mistake, we will

have punishment to them.

- Management process risk - Accept the risk

- Regard the work of person before

getting a promotion


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other hand the pineapple product need

the stable level of market share and

need the expectation of customer.

- Customers are changing their need

dramatically.

External Risk

Social Risk

Risk Solution- Demographic (age, gender,

occupation) moreover, the

demographic also risk as can

not approach or do wrong way

about it.

- Accept the risk

- Have to provide and get in to various

categories of demographic, we can serve the

tourist as much as we can such as the regional

categories according to our shop provide

product line to both of domestic and foreigner

tourist then we can serve them the quality

product. In other word, age risk; our product

serve for tourist as all level of age because we

mention on the tourist who may be child,

working man, or retire.

Competitive force

Rivalry among competing

P&P pine apple has the competitor that is TUB TIM TONG (Mae chan districe)

then our company has more advantage than TUB TIM TONG as following:

- Has own factory and shop

- Cooperate with other stakeholder such as tour agency

- Better in packaging


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- High quality of production

- Onsite working clean and fresh

- The products always fresh

- Attractive both product appearance and shop appearance

- Our products line be the identity and differentiate

- Only one the great pineapple product shop in Chiangrai province

Potential entry of new competitors

TUB TIM TONG charge higher rate than P&P pineapple because it has no own

factory and has no production process it just have marketing process only because it isretailer.

Potential development product

Our shop offers the alternative products for tourists more than TUB TIM TONG

such as:

- Pineapple juice help tourist reduce their thirsty and make tourist awake then it can

replace water or other kind of drink, and

- Pineapple Cookie is the one kind of snake that offer the quality and mention on

healthy so that it can replace other kind of snakes that be the junk food.

Bargaining power of supplier

P&P pineapple can appreciate with local supplier and stakeholder in terms of

quantity and finance so can be the force bargaining position with supplier than TUB

TIM TONG in advance

Bargaining power of consumer

P&P pineapple has the force over the consumer according to the consumer can not

bargain with our standard price because our products were set market price so our

company force consumer by motivate consumer about our qualitys product through

the ISO standard and attract the consumer with luxury package that appropriate with

market price. Moreover, our product mention on local community which support to

distribute income to local community.


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Chapter 7

Conclusion

P&P Home Made Company is launch to provide products to the tourist,

including with fresh Nang Lae pineapple, Nang Lae pineapple jam, cookie, jam,

canned pineapple, sa paper and fertilizer. All of our products made by all part of Nang

Lae pineapple. So our products are available in our shop which is one stop shopping

souvenir and gift shop, and our shop is design to be attractive to the tourist in order to

get the profits from the tourists who buy our products. We cooperate with stakeholder

or tour agency to bring the tourists comes to visit our place. According to our shop

has many quality products to serve the tourists so our company gets more profits from

our products and the profits are increase year by year and can make sure the investor

gets the money back from this business because of our employees are full of

knowledge and skill in this business. In another hand our company must use many

strategies to run the business.


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References

Information of amount of tourist [update 2009 May 16].

Available from: http://www.chiangraifocus.com/

Information of amount of tourist [update1997, 1998, 2007, 2008, 2009].

Available from: http://www.tourism.go.th/2009/th/statistic/tourism.php?cid=27

Information of Pipe apple. Available from

http://www.thaitambon.com/tambon/tprodtsrc.asp?

PRODUCT=0230650&CATID=02&PRODTYPE=0230

Information of seeds of pine apple Available from

http://ait.nisit.kps.ku.ac.th/dbfieldcrop/variety/vapineapple1.htm

Information of how to cook pine apple yam Available from [update 2008 July 28].

http://www.krunid.com/board/index.php?topic=25.0

Information of how to cook pine apple cookie Available from

http://www.bloggang.com/viewdiary.php?id=noonong&month=02-

2008&date=25&group=16&gblog=5
http://www.chiangraifocus.com/http://www.tourism.go.th/2009/th/statistic/tourism.php?cid=27http://www.thaitambon.com/tambon/tprodtsrc.asp?PRODUCT=0230650&CATID=02&PRODTYPE=0230http://www.thaitambon.com/tambon/tprodtsrc.asp?PRODUCT=0230650&CATID=02&PRODTYPE=0230http://ait.nisit.kps.ku.ac.th/dbfieldcrop/variety/vapineapple1.htmhttp://www.krunid.com/board/index.php?topic=25.0http://www.bloggang.com/viewdiary.php?id=noonong&month=02-2008&date=25&group=16&gblog=5http://www.bloggang.com/viewdiary.php?id=noono

p&p pineapple home made company

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