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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
A
B
C
D1
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15
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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
1
2
2
3
3
4
5
5
5
5
6
6
6
6
9
9
Chapter 2: Industry Profile
Nature of industry
The main product
The secondary product
Situation Industry
10
10
10
10
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11
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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
12
13
13
14
15
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
16
16
16
16
20
22
28
28
28
28
32
32
33
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3334
39
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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
40
40
40
46
46
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47
47
48
50
50
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55
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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
56
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
71
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- Bargain power of supplier
- Bargaining power of consumer
Chapter 7: Conclusion
References
76
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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_system8/14/2019 P&P Pineapple Home Made Company
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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
Excursionists Tourists Total Excursionists Tourists Total
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
Excursionists Tourists Total Excursionists Tourists Total
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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Domestic, foreigner excursionist and tourist behavior 2551(%)
Categories Domestic Foreigners
Excursionists Tourists Total Excursionists Tourists Total
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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Domestic, foreigner excursionist and tourist behavior 2551(%)
Categories
Domestic Foreigners
Excursionists Tourists Total Excursionists Tourists Total
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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Domestic, foreigner excursionist and tourist behavior 2551(%)
Categories
Domestic Foreigners
Excursionists Tourists Total Excursionists Tourists Total
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
Domestic, foreigner excursionist and tourist behavior 2551(%)
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Categories
Domestic Foreigners
Excursionists Tourists Total Excursionists Tourists Total
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
Domestic expense The amount of
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
Domestic expense The amount of
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
Domestic expense The amount of
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
Domestic expense The amount of
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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Employee
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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