La Gateaux

Content
Chapter 1Introduction .........................................................................................................................3 1.1 Background and signification of the project ....................................................................................4 1.2 Project objective ...............................................................................................................................5 1.3 Benefit of project ..............................................................................................................................5 1.4 Activities and Time frame of study ..................................................................................................6 Chapter 2 Industry Profile ..................................................................................................................8 2.1 Nature of Industry ............................................................................................................................9 2.2 Situation of Industry .......................................................................................................................18 2.3 Products ..........................................................................................................................................19 2.4 Vision of our business.....................................................................................................................21 2.5 Mission ...........................................................................................................................................21 2.6 Strategies of the companies ............................................................................................................20 2.6.1 Corporate level strategies ............................................................................................................21 2.6.2 Business level strategy ................................................................................................................22 2.6.3 Functional level strategy .............................................................................................................22 Chapter 3 Market feasibility study ...................................................................................................23 3. Marketing Analysis ..........................................................................................................................24 3.1General Environment Analysis .......................................................................................................24 3.1.1Demographic.................................................................................................................................24 3.1.2 Economic segment .....................................................................................................................24 3.1.3 Political segment..........................................................................................................................25 3.1.4 Socio-cultural segment.................................................................................................................25 3.2 Completion analysis .......................................................................................................................26 3.2.1 Segmentation...............................................................................................................................26 3.3. STP Analysis.................................................................................................................................27 3.3.1Segment........................................................................................................................................27 3.3.2Target Market .............................................................................................................................27 3.3.3 Positioning...................................................................................................................................27 3.4 Marketing mix strategy ..................................................................................................................28 3.4.1 Product ........................................................................................................................................28 3.4.2 Price.............................................................................................................................................28 3.4.3.Place............................................................................................................................................28 3.4.4.Promotion....................................................................................................................................28 3.5 Summary of general environmental analysis.................................................................................29 3.6 Sales Forecast/Profit Estimation ...................................................................................................30 Year 1 ..................................................................................................................................................30 Year 2 ..................................................................................................................................................33 Year3 ...................................................................................................................................................36 Year4 ...................................................................................................................................................39 Year5 ...................................................................................................................................................43 Total sale .............................................................................................................................................47 3.7 Marketing Expenses (Sale Incentive)............................................................................................48 Year 1 .................................................................................................................................................48 Year2 ..................................................................................................................................................48 Year 3 .................................................................................................................................................48 Year4 ..................................................................................................................................................49 Year5 ..................................................................................................................................................49 3.8 Conclusion.....................................................................................................................................50
Chapter 4 Investment cost ...............................................................................................................51 4.1 Product and operations analysis ...................................................................................................52 4.2 Location.........................................................................................................................................64 4.3 Facility layout ...............................................................................................................................65 4.4 Facilities Management ..................................................................................................................70 4.5 Equipment and tools .....................................................................................................................71 4.6 Cost of Investment ........................................................................................................................81 4.7 Investment cost..............................................................................................................................81 Chapter 5 Operations cost................................................................................................................88 5.1 Cake Ingredient.............................................................................................................................96 5.2 Coffee Ingredient...........................................................................................................................98 5.3 Cost of goods sold.........................................................................................................................98 5.4 Cost of labor.................................................................................................................................103 Chapter 6 Administration Cost.......................................................................................................104 6.1 Overhead Cost (per year) ............................................................................................................105 6.2 Administrative..............................................................................................................................107 6.3 Management analysis...................................................................................................................109 6.3.1 Organization Chart....................................................................................................................109 Chapter 7 Financing ........................................................................................................................111 7.1 Initial investment .........................................................................................................................112 7.2 Income statements........................................................................................................................113 7.3 State of cash flow.........................................................................................................................119 7.4 Balance Sheet ..............................................................................................................................123 7.5 Payback period.............................................................................................................................128 Chapter 8 Risk Analysis..................................................................................................................129 8.1 Risk management analysis...........................................................................................................130 8.1.1 Competitor risk ........................................................................................................................130 8.1.2 External risk .............................................................................................................................130 8.1.3 Internal Risk..............................................................................................................................131 8.2 Financial Risk..............................................................................................................................133 8.2.1 Risk of sale decrease 5%, 10%, and 15% for 5 Years..............................................................133 8.2.2 Risk of cost increase 5%, 10%, and 15% for 5 Years .............................................................136 Chapter 9 Summary........................................................................................................................139 Reference..........................................................................................................................................142 Appendix .........................................................................................................................................145
Chapter 1
1.1 Background and Significance of the Project Chiang Rai is the northern part of Thailand far from Bangkok 785 kilometers. The area is about 11,678.369 square kilometers or 7,298,981 Rai. There are a beautiful natural resource, river, mountain, and forest. It is kind of the old city that tells the history of habitation from the past to the present. Chiang Rai has the best weather in winter because the good landscape that is mountain, and many interest places such as architecture, nature, or sport and recreation. Most of tourist that came to Chiang Rai is ecotourism, they like in the winter because the charm of nature. In this province has many places attraction for example, Phu Chi Fha, Doi thung, Golden triangle, King meng rai monument, memorial clock tower, etc. Our project business is Bakery and Coffee names A La Gteaux. This project makes for working age and tourist. Our store will be located in the center city of Chiang Rai near Memorial clock tower designed by Aj. Chalearmchai Kosipiphat. This is a new tourist attraction city. The clock tower is a beautiful golden color. And every day the lighting of the tower with ornamental lights switch and turn on music. The show was spectacular and impresses visitors. Which is popular province. So, we forecast that can make our business growth and more profit from local. In each year has a group of tourist especially in the winter season. We present a la gateaux in luxurious store and welcoming feeling with shades of brown, plus the crispness with the brown sofa, it help to have more concentrate. A la gateaux served Bakery & Coffee for the traveler and local people. We have many menus of coffee and tea, and we proud to present a delicious cake that made fresh daily. The guest can should the special cake for each season that the store prepared specially. A la gateauxs menu preparations emphasize the use of local and seasonal ingredients encourage the local people to have revenue. A la gateaux located in a good location near the clock tower of Chiang Rai center of civilization. From reason there are popular because there are outstanding and unique. We are chick like now but not busy, served the things that what the customer want such as international coffee, Free Wi-Fi, books, the beautiful decoration for take a photo, etc. Please come and join us. Our goal is to incorporate elements of drinking coffee with bakery that takes place in Chiang Rai. A la gateaux welcomes you to enjoy a meet up with friends, enjoy a delectable dessert or one of our coffee drinks.
1.2 Project Objective 1. To study the market demand of bakery that consumption will be increase or decrease in the future. 2. to study feasible of the project. 3. To know customer behavior who interest about bakery and coffee. 4. To analysis the market and budget for establish this project. And profit of this project. 5. The project will reach breakeven point in the first year.
1.3 Benefits of Project 1. Understand how to do and develop our plan for use in the future. 2. Understand the bakery shop market in Chiang Rai and analyze the target group of project. 3. Know the possibility of investment business of property in Chiang Rai. 4. Know the period to reach the breakeven point. 5. Know the way to solve a problem or avoid when bad situation occur.
1.4 Activities/Time Frame Gantt chart and Time Frame of the study Activities week 1. Choice Topic 2. Searching information Library Internet Magazine and pocket book Nov. Dec. Jan. Feb.
1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4
3. Topic Submission Fix problem Search information
4. Introduction Submission Background Significant Benefit Gantt Chart
5. Study the business profile Companies image Logo and Brand
6. Study Analyze market feasibility STP Analysis 4Ps Competitor Advantages
7. Study technical Feasibility Determine resource. Comparing with competitor the necessary
8.Study and Analyze the financial of our business Financial Annual report Determine cost
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9. Study and management the risk of our business
Risk Analysis and Other Control Risk Analysis
10. Project Advertising Determine story broad Prepare story broad
11. Writing and analyze the Report Evaluation Restage
12. Checking Final-draft 13.Conclusion the feasibility of business and suggestion
Require to submit paper to professor before continence to next topic points
Chapter 2
Chapter 2 2.1 Nature of Industry Bread, in one form or another, has been one of the principal forms of food for man from earliest times. The trade of the baker, then, is one of the oldest crafts in the world. Loaves and rolls have been found in ancient Egyptian tombs. In the British Museum's Egyptian galleries you can see actual loaves which were made and baked over 5,000 years ago. Also on display are grains of wheat, which ripened, in those ancient summers under the Pharaohs. Wheat has been found in pits where human settlements flourished 8,000 years ago. Bread, both leavened and unleavened, is mentioned in the Bible many times. The ancient Greeks and Romans knew bread for a staple food even in those days people argued whether white or brown bread was best. Further back, in the Stone Age, people made solid cakes from stone-crushed barley and wheat. A millstone used for grinding corn has been found, that is thought to be 7,500 years old. The ability to sow and reap cereals may be one of the chief causes, which led man to dwell in communities, rather than to live a wandering life hunting and herding cattle. According to botanists, wheat, oats, barley and other grains belong to the order of Grasses; nobody has yet found the wild form of grass from which wheat, as we know it, has developed. Like most of the wild grasses, cereal blossoms bear both male and female elements. The young plants are provided with a store of food to ensure their support during the period of germination, and it is in this store of reserve substance that man finds an abundant supply of food. In Old Testament times, all the evidence points to the fact that bread-making, preparing the grain, making the bread and baking it, was the women's work, but in the palaces of kings and princes and in large households, the bakers' duties would be specialized. Bread was leavened; that is, an agent in the form of a 'barm' was added to the dough that caused the mixture to rise in the shape of our familiar loaf. The hurried departure of the Israelites from Egypt, described in the Book of Exodus in the Bible, prevented their bread being leavened as usual; the Jews today commemorate this event by eating unleavened bread on special occasions The ruins of Pompeii and other buried cities have revealed the kind of bakeries existing in those historic times. There were public bakeries where the poorer people brought their bread to be baked, or from which they could buy ready-baked bread. A Bakers' Guild was formed in Rome round about the year 168 BC From then on the industry began as a separate profession. The Guild or College, called Collegium Pistorum, did not allow the bakers or their children to withdraw from it and take up other trades. The bakers in Rome at this period enjoyed special privileges: they were the only craftsmen who were freemen of the city, all other trades being conducted by slaves. The members of the Guild were forbidden to mix with 'comedians and gladiators' and from attending performances at the amphitheater, so that they might not be contaminated by the vices of the
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ordinary people. We suppose that the bakers, instead of being honored by the strict regulations, must have felt deprived by them.The Guild of Master Bakers is still alive today.
The ruins of a bakery in Pompeii, the oven and the mills to grind the flour. Actual loves of bread were found carbonized intact as shown in the picture below. The Greeks and Romans liked their bread white; color was one of the main tests for quality at the time of Pliny (AD 70). Those who think the craze for white bread is a modern fad should note this. Pliny wrote, "The wheat of Cyprus is swarthy and produces a dark bread, for which reason it is generally mixed with the white wheat of Alexandria". The Greeks and Romans liked their bread white; color was one of the main tests for quality at the time of Pliny (AD 70). Those who think the craze for white bread is a modern fad should note this. Pliny wrote, "The wheat of Cyprus is swarthy and produces a dark bread, for which reason it is generally mixed with the white wheat of Alexandria". Plato (c. 400 BC) pictured the ideal state where men lived to a healthy old age on wholemeal bread ground from local wheat. Socrates, however, suggested that this proposal meant the whole population would be living on pig-food. In those days, there were certain bakers who kneaded the meal with seawater to save the price of salt. Pliny did not approve of this. The Romans enjoyed several kinds of bread with interesting names. There was oyster bread (to be eaten with oysters); 'artolaganus' or cakebread; 'speusticus' or 'hurry bread'. There was oven bread, tin bread, and Parthian bread. There were rich breads made with milk, eggs and butter, but these of course, were only for the wealthy and privileged people.The Egyptiangrammarian and philosopher Athenaeus, who lived in the third century AD, has handed down to us considerable knowledge about bread and baking in those days. He wrote that the best bakers were from Phoenicia or Lydia, and the best breadmakers from Cappadocia. He gives us a list of the sorts of bread common in his timeleavened and unleavened loaves; loaves made from the best wheat flour; loaves made from groats, or rye, and some from acorns and millet. There were lovely crusty loaves too, and
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loaves baked on a hearth. Bakers made bread mixed with cheese, but the favorite of the rich was always white bread made from wheat. In ancient Greece, keen rivalry existed between cities as to which produced the best bread
A "Quern", an early Roman flour grinder. You put the wheat kernels in the top and turn the handle to grind it into flour. Athens claimed the laurel wreath, and the name of its greatest baker, Thearion, has been handed down through the ages in the writings ofvarious authors. During the friendly rivalry between the towns, Lynceus sings the praises of Rhodian rolls. "The Athenians", he says, "talk a great deal about their bread, which canbe got in the market, but the Rhodians put loaves on the table which are not inferior to all of them. When our guests are given over to eating and are satisfied, a most agreeable dish is produced called the "hearth loaf", which is made of sweet things and compounded so as to be very soft, and it is made up with such an admirable harmony of all the ingredients as to have a most excellent effect, so that often a man who is drunk becomes sober again, and in the same way, a man who has just eaten is made hungry by eating of it." The island of Cyprus had a reputation for good bread. Another old writer, Eubulus, says, "Tis a hard thing, beholding Cyprian loaves, to ride carelessly by, for like a magnet, they do attract the hungry passengers." All through the ancient days, bread and bakers were held in the highest respect; this respect lives on to our times, for what would we do without our bakers? In early English historical times, there were constantly recurring periods of famine, due to not enough, or too much rain, or frosts, and other natural causes. The ruling classes, knowing that rebellion often followed famine, did their utmost to keep the price of bread from rising too high. Laws regulating its price were passed during the reign of King John (1202). Not only did the law fix the price, but also it strictly allocated that price between cost of material and an allowance for necessary charges to the baker. In 1266, the law allowed the baker twelve pence for each quarter of wheat he made into bread, split as follows: For three servants,4d. *The reason for this d. for sieving was, that in those days, the baker - not the miller as now - separated out the wheat flour into its white and brown
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categories. This does not add up to twelve pence - apparently the baker was allowed a quantity of bread and bran to make up the difference. The amounts seem tiny, but this is due to the greater value of money in those days. For two boys 1d. For salt d. For yeast d. For candles d. For wood 2d. For sieving d.
Picture of a medieval English Bakery ,From Fort Vancouver Bakery by John A. Hussey For instance, a master carpenter would be paid only 2d. per day, ordinary woodworkers were receiving only 1d. Bakers earned less than this, but they were not dependent on the weather and could always be at work, unlike the carpenters. All through English history, great efforts were made to keep the price of bread low, to maintain good quality, and to prevent corruption and dishonesty. The bakers liked to keep the 'mystery' of the trade to themselves and to prevent unlicensed people from starting up. If a young man wanted to become a baker, he had to serve an apprenticeship of seven years. The law supported the bakers in preserving their craft to themselves, and there were statutes published with various penalties for infringement. In those days there were certain dishonest persons in the trade. We read that in 1298 AD heavy fines were inflicted on bakers for selling short weight bread. There are the most stringent regulations about the weight of bread today. No baker would wittingly sell underweight.
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Bakers are sometimes, it is true, prosecuted for so doing but this is invariably due to faulty machinery or sometimes lack of proper supervision. The fines are pretty stiff. Until Modern mechanization, the tools of the baker changed but little over the centuries. In 1310, a number of female bakers at Stratford were arrested for sending short weight bread to London in their long carts. As the bread was stale, however, they were let off with a reprimand, but were forced to sell their stale d. Loaves at three for 1d. In 1327 a fraud was discovered at a public bakery where the citizens used to take their dough to have it baked. The bakers who ran the place had secret openings made in the molding boards, and when the people's dough was placed on the boards, one of the bakers would secretly pinch off piece after piece from the uncooked loaves for their own benefit. They were exposed and caught, the men placed in the pillory with slabs of dough round their necks, while the women were sent to the Newgate prison. You can imagine that the angry populace took full advantage of the pilloried thieves, and pelted them with any foul thing that came to hand. In the time of James the First, there are records of bakers slicing their stale bread into fingers, soaking it well in water, and mixing it with the new dough. Some used tricks to deceive the Bread Examiner about weight by inserting copper coins into light-weight bread, or by having correct weight loaves in the shop, and keeping light-weight goods in an inner room. But it must be said, in fairness, that the majorities of bakers were, and always had been honest, and proud of their products.
An old English Bakery The invention of the steam-engine changed the industries and the lives of the people in Britain, except, strangely enough, the milling of flour. One miller in London who used a steam engine to drive his machinery, found the mill destroyed by fire one day; this apparently discouraged him from attempting to use the new steam machinery again. Millers everywhere continued to use the ancient methods of wind and watermills, except for a few progressive men who strove to free themselves from the restraints of waiting on the wind and water to drive the mill machinery. In the middle of the nineteenth century, a Swiss engineer invented a new type of mill; abandoning the use of the stone mill wheels, he designed rollers made of steel that operated one above the other. It was called the reduction roller-milling system, and these machines soon became accepted all over Europe and in Britain.
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They were driven by steam engines, which had by now much improved, and the new method proved a great success. So popular did they become, that within about thirty years from their introduction into Britain in 1880, more than three-quarters of the windmills and watermills which had served so faithfully (if sometimes erratically) for hundreds of years, were demolished, or left to rot. Meanwhile, the development of the North American prairies, ideally suited to grow wheat, provided ample grain for the fast-growing population of Great Britain at the time of the Industrial Revolution (which in turn reduced the farm acreage here). This, together with the invention of the roller-milling system, meant that for the first time in history, whiter flour (and therefore bread) could be produced at a price that brought it within the reach of everyone not just the rich. As we have noted, during periods of famine or other calamities during history, the governments of the time were quick to protect the people's bread. For instance, in the First World War, many regulations were passed controlling the bread trade. Experiments began to solve problems, like keeping bread fresh for troops in the trenches, the conservation of supplies and the stoppage of waste. Substitutes for wheat, such as mixtures of peas, arrowroot, parsnips, beans, lentils, maize, rice, barley and oats were used in bread experiments.
Steam Engine powering a flour grinder By 1917 food-ships were being sunk by submarines to such an extent that the nation was in dire peril of starvation. As well as using some of the substitutes mentioned the government fixed a maximum price for bread and issued rules for reducing waste. Bakers were forbidden to sell bread until it was twelve hours old; no stale bread could be exchanged; only 'regulation' flour could be used, the millers preparing flour from such grains as the authorities provided, and under their control. Even the shape of loaves was controlled, and all fancy pastries were forbidden. Another order was made in 1918, that bakers should use a proportion of up to 20 per cent of potatoes in their bread. In the Second World War, regulations were again imposed on the baking industry. The 'standard' loaf was then a gray color, not very appetizing to look at, but not at all unpleasant to eat. When you see the beautiful loaves on sale today in all their variety of shape, texture, and flavor, still at a comparative low price, and available to all, think for a moment of the days, a few hundred years ago, when it was thought that 'poor and common
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people should eat poor and common bread', and only the rich should be able to enjoy the real white wheaten loaf. The Romans enjoyed several kinds of bread. The stone-age man's method of pounding wheat between two stones was not basically very different from the, method of grinding by millstones in a wind or watermill. In either case the bottom stone was fixed, and a grinding movement by the top stone was the required action to produce ground meal. The stones were round, the bottom one fixed, and the top stone, or runner, was balanced on a spindle which could be raised or lowered, making the space between it and the bottom stone as narrow or as wide as the miller wanted. Both stones were corrugated, so that when the top stone was running, the wheat between it and the bed was scraped rather than bruised. The wheat to be ground entered the mill by a hole in the top stone, and was carried out towards the edge, leaving in the form of a meal by holes round the outside of the bed. By raising or lowering the top stone, the meal could be made as fine or as coarse as required. To obtain white flour from this meal, it was sifted through sieves of different mesh; the finest sieve made of very strong silk. Nowadays in America stone mills are of course not used much for flour- making; only a few are still used for wholemeal flour and specialty millers. Watermills for grinding flour were of two varieties; in the first kind the wheel turned horizontally in the stream, its shaft turning the millstone directly, without any gears. The second type had its wheel standing upright and the shaft at right angles to the stones, moving them by means of a system of cogs. The windmill made its appearance at the end of the twelfth century; as it depended for its working on the amount of wind available, it was not by any means an efficient machine. For over 700 years these attractive buildings with their long sails were used for grinding corn for people and for cattle-feed. There are still one or two of them preserved in various parts of our country. The plant of a modern flour mill has four main functions which are to store a reserve of wheat, to remove all the impurities from the wheat and prepare it for milling, to mill the wheat and separate flour from the bran and skins of the wheat, and to store the milled products before shipping. You have no doubt seen the wheat stores or silos at a flourmill. They are tall buildings housing a number of large cylindrical bins. They are 60 to 90 feet high and may each hold 1,000 tons of grain. The silo is equipped with mechanical elevators for dealing with wheat, which invariably arrives, by road to the mill. It is also equipped to weigh the wheat, to clean it of impurities, dry it to a safe moisture-content before storage.
The cleaning section or screen room draws wheat from the silo. Here wheat is first cleaned on sieves, which removes all the impurities different in size from the wheat grain. Magnets next remove any fragments of iron or steel. Further equipment then takes out
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impurities similar in size but different in shape from the wheat grain, such as foreign cereals or round seeds. In the mill, the grain passes through more than forty processes before it.
Rollers used to grind the flour kernels
At the first stage of the milling process, the clean blended wheat passes between chilled iron rolls, which revolve rapidly, one roll faster than the other. These first sets of rolls (known as the break rolls) have ridges or "flutes" on them. The slower moving roll tends to hold the wheat while the faster one strikes the grain as it passes between them. They are set very delicately, so that as the wheat passes between them, they do not crush it, but shear it open in order to make the inner white floury portions of the wheat come away from their brown outer skins. If the wheat were merely crushed, the brown skins would break up into countless tiny fragments, and would mix with the white portions so thoroughly, and so finely, that they could never be separated properly. These skins would then discolor the flour badly and also spoil its baking qualities. Some of the white floury portions will have broken away cleanly from their brown outer skins, but other white portions will still have pieces of skin fastened firmly to them. Therefore the materials from the break rolls must be sorted out. The pieces of brown skin must be separated from the white portions, and some of the material must be sent back to the fluted rolls for further separation. Mainly sifting the mixture does this sorting out of particles from the 'break' rolls; elevators first move the mixture to the top of the mill. There are several different types of sieving machine but usually only two kinds are used at this stage: first the 'plansifter' and then the 'purifier'. This is how they work.
Wheat after the first run through the rollers

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Plansifters on Sifter Floor The plansifter is an arrangement of about a dozen large sieves, one below the other-just like the floors of a tall building. The top sieve has the coarsest mesh, the next not quite so coarse, and so on. These sieves are all made to swing briskly by machinery. The broken wheat comes first onto the top sieve, and then through the others in turn, each sieves helping to separate the material. The first sieves remove the bran skins, which, because they still have flour particles adhering to them, are returned to another milling machine for re-treatment. The finest sieves are of silk, and these separate flour, which then starts on its way to the flour-packing spout. The majority of particles are not of bran, of course, but are at present too large for grinding down into flour. They are known as semolina at this stage. They are taken to the next sieving machines - the purifier. The purifier is an ingenious machine that not only separates the broken parts of the wheat by sieving, that is, according to size, but it also separates those parts which are of the same size but of different weight. Using currents of air does this. The skins are much lighter in weight than the inner white floury parts, and a current of air is drawn upwards through the mixture on the sieve, lifting up and 'floating' the skins, but allowing the heavier white parts to remain on the sieve and be separated by the sieving motion. Sieving on the plansifters and purifiers will eventually have removed most of the brown skins. Now the inner floury portions of the broken wheat grains are brought together for final milling between the 'reduction' rolls. These are smooth rolls that mill down very gradually and accurately the inner white portions of the wheat (the endosperm or semolina) into smooth, powdery, 'lively' flour. Thus flour, clean bran and wheat feed are collected, each in its own channel, from a large number of different machines and are finally brought either to bulk storage bins or to a packing floor where they are filled into sacks and weighed. Lastly, the packed products are sent to the mill warehouse and stacked ready for shipment. However, around 70% of the flour is shipped in bulk. The whole process of cleaning, and milling, etc., is done by machine, with the material passing automatically from machine to machine, and from one stage to the next. No hand touches the wheat from the moment it arrives, throughout its long journey in the mill, until the flour leaves the mill for the baker, biscuit-maker and other users.
A Plansifter on the milling floor Today the range of flours available is wider than ever before. Each type of flour has been milled with specific uses in mind. Flours vary in their composition and, broadly speaking, are defined by their rate of extraction. This refers to the percentage of whole
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cleaned wheat grain that is present in the flour. The three basic flour categories are Wholemeal -100 percent extraction, made from the whole grain wheat with nothing added or taken away. Brown -usually contains about 85 per cent of the original grain; some bran and germ have been removed. This flour is frequently labeled as "85 per cent flour" rather than brown. White -usually 75 per cent of the wheatgrain. Most of the bran and wheatgerm have been removed during milling. Other varieties of flour:Wheatgerm white or brown flour with at least 10% added wheatgerm. Malted wheatgrain -brown or wholemeal flour with added malted grains. Stoneground -wholemeal flour ground in traditional way between two stones. Organic flour milled from wheat grown and processed naturally without the use of chemicals. Bread in this country has to everybody's benefit reached a high standard of purity and hygiene. Bread is perhaps the most important item in our diet; it has often been called the staff of life. To give you an idea of the benefit we get from flour and bread, a Government survey showed that flour and bread provided us with more energy value, more protein, more iron, more nicotinic acid and more vitamin B1 than any other basic food. Bread comes to us in many interesting shapes and Flavors, from the time-honored 'cottage' loaf, to some of the delicious Vienna rolls. Nowadays, the sliced and wrapped loaf is the most popular loaf of all. It is ideal for making sandwiches for picnics, and for workers' lunches; there is, however, an important drawback. If you like your bread with a beauti ful ri ch gol den crust on it, do not buy t he ready -wrapped vari et y. One of the nicest things in life is to come home hungry from school or work, and have set before one the fresh, buttered crust from a well done home made loaf. 2.2 Situation of Industry Nowadays, Chiang Rai have many investors to invest in bakery business so that have many competitors. Bakery industry in Chiang Rai very popular and its an attractive business for investors who interest in bakery business. When combined with the marketing concept and location that attracts people it can pay back easily. In Thailand, bakery business has been popular ever since. People all of ages pay attention turned to a more bakery that can make a trend people to consume bakery and more. In Chiang Rai have many new bakery shop and has develop a kind of bakery to various, many cake and dessert can be eaten with a coffee and tea. And nowadays, bakery business has been popular throughout the world and has developed a style of baking bakery to continued that can eaten at any times and any places. 2.3 Product/Service We have main product is bakery such as chocolate chip cake, double chocolate cake, sweet fruits cake, blackberry wine cake and also have coffee products and soft drink such as Cocoa, Ice tea, Mocha, Latte, Cappuccino, Espresso.
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Bakery Products Black forest cake Crepes cake Marble Cheesecake Brownies White chocolate cheese cake Strawberry cheese cake Soften chocolate cake Double Chocolate cake Peanut Butter and Jelly cake Berry and cream cheese coffee cake Lemon cheese cake Macaron Chocolate Souffl Croissant
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Coffee Products Espresso hot Americano Hot Cappuccino Hot Mocha Hot Latte Ice Americano Ice Cappuccino Ice Mocha Ice Latte Italian Soda
We should Doi Chaang Coffee because Doi Chaang is a single-estate, premium Arabica coffee. It is certified organic, shade grown, handpicked, fresh water washed and sun dried. Each bean is hand sorted and freshly roasted to ensure the highest possible quality for each cup of Doi Chaang Coffee. Naturally low in caffeine, it has a complex and flavorful profile that is enhanced and released through detailed cultivating, processing and roasting methods 9 reasons why and the coffee is. 1. Arabica coffee is 100% extra strain (Specialty Coffee). 2. Coffee beans are a Strickly Hard Bean (SHB), which grows slowly but can be fully food. The seeds have a high density. 3. Coffee is cultivated on the most appropriate. 1,200 m above sea level and is one of the largest in the world (Single Origin Coffee). 4. Coffee is a delicate process. The mature seeds with one seed. 5. Coffee is a very mellow taste and smell the flowers. Mild acid taste and smell the coffee. The area planted with winter crops such as peach, plum, alternately. 6. The coffee roaster with modern machinery from Italy. Control system. All computers. The quality control. Roasting bags all standard. 7. A coffee shop and was well known in many countries such as Canada, Australia, Italy, Japan, America, China, Korea, etc.. 8. A high quality foil coffee bags. A one-way air valve. The air out. And to prevent outside air into the bag. The coffee is always fresh. 9. The coffee beans used to make coffee with Wet (Wet Process) and the coffee beans with the smell and taste the coffee as well.
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2.4 Vision of Organization To be a leader of bakery shop in Chiang Rai. Our company goal is to be the bakery shop of choice for the local Chiang Rai community, tourist who visit the city, downtown business workers, the general public and students by aims to offer high quality of bakery, coffee and soft drink products at a middle price and in a comfortable atmosphere. 2.5 Mission Keys to success for our company will include : Providing the highest quality product with personal customer service. Competitive pricing. Develop the finest product. Exceed customer expectations. Employ strict financial controls. Highly trained and friendly staff. A relaxing, upscale interior design.
2.6 Strategy The strategies of our company is the key to customer satisfaction is providing an exceptional product at affordable service in an environment that is as entertaining as the bakery. 2.6.1 Corporate Level - Growth Strategy We emphasize at the growth by increase the number of branches to the near province and to be the most famous of bakery shop in Chiang Rai province. - Stability Strategy
21
We not have more invest in this time but we emphasize at the first business to be strength. 2.6.2 Business Level - Cost Leadership Strategy To be the cost leadership by invest at the lower cost than the competitor that can make us sale the products at the lower price than competitor. Differentiation Strategy
Our company will focus at the different of products that can create the new value added for our products to meet the new satisfy of consumer. Focus Strategy
Our target groups are downtown business worker, students, general public and the tourist who visit Chiang Rai province. Our shop will serve the high quality of products and services to customer at the good of decorate and atmosphere. 2.6.3 Functional Level Marketing Strategy
Other bakery shop rely almost entirely on word-of-mouth marketing to generate business. Our shop will engage in an ongoing aggressive marketing program that will help us establish profitability quickly and set the stage for continual growth. Financial Strategy
Determine the financial plan and purchasing plan to be balance with the business strategy. Human Resource Management Strategy
We hire the employee who stay near our shop for comfortable working and the employees have highly trained about services and minds to serve the customers. Our employees must to know the basic information in each products for give advice to customers.
22
Chapter 3
23
Chapter 3 Market Feasibility Study 3. Market analysis 3.1 General Environmental Analysis
3.1.1 Demographics Chiang Rai province, an area of 11,678.369 square kilometers. Located at the northern end of the 18 districts divided into 124 administrative villages, 1,751 parishes. Landscape of the province are classified as high mountains in the north, continental climate of the highlands in the province each season is different because it is located north of the country. And has been influenced by the sea. The terrain is mostly mountains and forests. 3.1.2 Economic segment1 Chiang Rai is the economic structure of agriculture has always been. The province's rice crop has been planted 2 times a year. Gross Domestic Product, Chiang Rai in the year 2549 amounted to 50,093 million baht in 2548 worth 45,744 million baht, an increase of the 9.51 branch of the top five, namely, agriculture, hunting and forestry (percentage 31.03 of the GPP. branch) Wholesale and retail trade, repair of motor vehicles, motorcycles and personal. And household goods (18.76 per cent of GPP) education (9.34 percent of the GPP) Public administration and defense sectors. And compulsory social security (6.64 percent of the GPP) and the field of transport. , Storage and communication (6.34 per cent of GPP), respectively. Rate of GDP in the five branches. Increase from a year ago. The field rate of change increases, including agriculture, hunting and forestry (Percentage 9.13) in the transport, storage and communication (Percentage 12.20) in the wholesale and retail trade, repair of motor vehicles. and personal. And household goods (7.55 percent), education (6.54 percent) and the field of public administration and defense. And compulsory social security (20.6 percent), respectively.
CHANVITTAYAPARN OA CENTER. Gross Provincial Product Overview (Gpp).2005-2010,from http://www.chiangrai.net
24
The per capita income in the year 2549 was 38,332 baht in Chiang Rai province, up 18.9 percent from the year 2548. Thailand now faces with a flooding problem the trend of investor is decrease, but the gross domestic product (GDP) in country expanded 0.5% in the third quarter of 2.11The core inflation rates are 0.5-3.0%. Real growth rate of GDP is 7.8% (2010)
3.1.3 Political segment2 Minimum Lending Rate (MLR) (MINIMUM LOAN RATE) 7.25% per year. The interest rate on loans under the credit Fast Track. 1. For borrowers are 12.00%. 2. For borrowers who have received training certificates from the Bank of partners of 8.00%. Discount rate and trade credit (MFR) (MINIMUM FACTORING RATE) 7.50%. The minimum interest rate. For the provision of leasing (MINIMUM LEASING RATE: MLSR) 7.25%. The minimum interest rate (FLAT RATE) for the provision of hire purchase (MINIMUM HIRE-PURCHASE RATE: MHR) 3.75%. The interest rate for export customers. For the provision of credit for export of retail customers in the amount not exceeding 15 million, according to the bank. The minimum lending rate (MLR).
3.1.4 Socio-cultural segment Bakery continues to gain popularity over time. People of all ages turned their attention more and eat bakery shop, bakery, beverages, hot coffee, or even increase for customers. The main raw materials derived from the local area of Chiang Rai.
Small and medium enterprise development bank of Thailand.Interest Rates.20072008,From http://www.smebank.co.th/service_rate_1.php
25
3.2 Competition analysis Competitor analysis In Chiang Rai province have a lot of bakery and coffee shop long the main road. Because this area is a famous attraction and has many tourists come to visit over year especially in the winter season. Bakery is more interesting business for local people. We analysis all competitor that get involve within Chiang Rai bakery industry, and we divided it into two categories that are direct competitor, and indirect competitor. 3.2.1 Segmentation We considerate to use Demography and lifestyle segmentation to separate targeting into 2 groups such as, tourist and business worker. We divide group into 2 group the tourist come to travel in Chiang Rai many group and the business workers have purchasing power our product more than other group.
Direct competitor Pure Bakery The oldest bakery shops that running business for long time. A popular one or a well known bakery shop in Chaing Rai its locates in the Chaing Rai municipal market. The first place that people think about when birth day party becoming. The performance of this shop is a good test of cake that gains lots of profit to the owner. Its become opening 2nd branch nearly the old branch. They focus on local customer for their target with worm welcoming the their customer that make more royalty for them. But the factors that make their shop disadvantage are the atmosphere quite not good. It can make the customer uncomfortable and a location in market is not suitable for the bakery shop.
26
3.3 STP Analysis 3.3.1 Segmentation We considerate to use Demography and lifestyle segmentation to separate targeting into 5 sample groups. the local Chiang Rai community, tourist who visit the city, downtown business workers, the general public and students. 3.3.2. Target Market
11% 19%
14% 27%
The local Chiang Rai community Tourist Business workers General public students
29%
We divide group of customer into 5 groups the local Chiang Rai community, tourist who visit the city, downtown business workers, the general public and students. This pie chart show about target market of our shop. Because tourist and business workers have purchasing power our product more than other group.
3.3.3. Positioning Our bakery is located in central in Chiang Rai where people are many. Our shop luxury vintage style. We present our shop luxurious store and welcoming feeling with shades of brown, plus the crispness with the red sofa, and the guest can work at the black and white sofa it help to have more concentrate.
27
3.4. Marketing Mix Strategy 3.4.1 Product We provide service in the bakery and coffee for a customer favorite. Our products are sold together, and we also appreciate the relaxed atmosphere for customers and less expensive to purchase as appropriate. 3.4.2 Price We set the price that for everyone can afford a market because of its bakeries. We are going to explore for its competitors because it has many bakery shops opened in the same area. 3.4.3 Place Our stores are in the area of education and tourist areas, and we plan to expand into other areas that around outside to provide consumers with easy convenient access to transportation. 3.4.4 Promotion Technology as the larger society in our lives if they told us the name and to the other and said that would be good to follow the next plan is to promote the internet . We create web sites, blogs and let everyone know about our history, revenue, and we will update our post when we get to everyone.
28
3.5 Summary of general environmental analysis Analysis of the general environment of Chiang Rai province is getting the attention of many tourists. Chiang Rai is a bakery and coffee shop with a lot. Each store has the luxury of attracting and retaining satisfied customers and have been serving our customers to focus on the students. And that it is time to get something done other competitors in the east of Chiang Rai province has many bakery stores. But our strengths are that it is a traditional French bakery with a chef from the Guarantee with each other over the same area. A weakness of each competitor is to have a lot in the city of Chiang Rai. Therefore, our bakery is attracting more customers to the bakery quickly became popular at the time. People of all ages, attention turned to eating French bakery and coffee or hot drinks to customers, and t mechnology is critical to your business. For connected to the business for comfortable for the customer.
29
3.6 Sales Forecast/Profit Estimation Year 1
30
31
32
Year2
33
34
35
Year3
36
37
38
Year4
39
40
41
42
Year5
43
44
45
46
47
3.7 Marketing Expenses (Sale Incentive)
48
49
3.8 Conclusion
A la Gateaux is a small coffee shop that provides bakery and coffee. We use all marketing strategies to promote the shop be well known and to target specific groups, and use it as a machine to gain most profit as we can. Thus, marketing strategies is an important one foe our business that help us to make customer satisfy our product and for forecast the potential profit to maximize it and for reduce cost.
50
Chapter 4
51
4.1 Product and operations analysis Bakery Product Black forest cake >> > consists of several layers of chocolate cake, with whipped cream and cherries between each layer.
Crepes cake >> > The decorative nuts are dipped in caramelized sugar and hung in bat fashionupside downso the sugar streams and hardens into best candy on the block.
52
Marble Cheesecake Brownies >> > Soft chocolate cake serve with chocolate sauce and whipping cream.
White chocolate cheese cake >> > White chocolate cake with cheese.
53
Strawberry cheese cake>> >cheese cake with strawberry source and strawberry on top.
Soften chocolate cake >>> Chocolate cake decorate with chocolate cream.
54
Double Chocolate cake >> > is two cream chocolate layer into bread cake. Peanut butter and jelly cake is a peanut butter mix in cream layer and decorate with jelly on top.
Peanut Butter and Jelly cake >>> The vanilla cake stuff with fruit cream and decorate with peanut butter and jelly
55
Berry and cream cheese coffee cake >> > Cheese cake and decorate with blueberry and coffee cream.
Lemon cheese cake >> > Cheese cake decorate with lemon and lemon sauce.
56
Macaron >>> Snack of French made from crush almond, white egg, sugar its crispy but can melt in your mouth.
Chocolate Souffl >>> a lightly baked cake made with egg yolks and beaten egg whites combined with various other ingredients and served as a savory main dish or sweetened as a dessert.
57
Croissant >>> Is a buttery flaky pastry named for its distinctive crescent shape.
Mont Blanc >>> This is original French cake mix between ground almond and fresh cream on the bread.
58
Coffee products
The bakery and the restaurant, we also have a drink of hot water for coffee, and so we have to make drinks that are popular with customers in Chiang Rai and a drink for drink with bakery.
Espresso hot >> > Espresso combined with hot water.
Americano Hot >> > Espresso combined with filtered water.
59
Cappuccino Hot >> > Espresso, equal parts of freshly frothed milk and foam.
Mocha Hot >> > Ghirardelli sweet ground chocolate sauce.
60
Latte >> > Espresso, freshly frothed milk topped with a touch of foam.
Ice Americano >> > Espresso combined with filtered water and poured over ice.
61
Ice Cappuccino >> > Espresso, equal parts of freshly frothed milk and foam with ice.
Ice Mocha >> > Ghirardelli sweet ground chocolate sauce. Fresh cold milk poured over ice, topped with a dollop of fresh whipped cream drizzled with chocolate sauce.
62
Ice Latte >> > Espresso, freshly frothed milk topped with a touch of foam with ice.
Italian Soda >> > Juice mixed soda and poured over ice.
63
4.2 Location
Shop or service company Our store far from Bangkok 785 kilometers, located in the Muang, Chiang Rai province,
on Suksathit Road center city of Chiang Rai near Memorial clock tower designed by Aj.
Chalearmchai Kosipiphat. This is a new tourist attraction city. The clock tower is a beautiful golden color. And every day the lighting of the tower with ornamental lights switch and turn on music. The show was spectacular and impresses visitors. A La Gteaux store is prominent point that the customers easy to comes. Some raw materials we buy from near market or distribution center for example, some raw material for made cake from Mai bakery distribution centre near our store, etc.
64
4.3 Facility layout
65
66
Furniture
-The facilities in shop for serve to customers for comfortable and we are decorate our
shop in French style and serve entertainment with classical songs and we have big LED tv and we are installed air conditioner (4 ways) when the customers come to our shop feel like stay in France and we are decorated with light brown and black tone.
Furniture
List
amount
Price
ALEXANDRIA+ PENELOPE
89,800
PENELOPE
149,400
SURF
14,340
ROSABELLA
23,700
CANNES
17,700
67
Oven
25,000
Refrigerator
34,000
Wall lamp
14,340
Counter Coffee
26,000
cabinets
6,890
Sony Home theatre 5.1
8,390
68
LG LED TV 42
31,900
Air condition 18,000 BTU
77,548
showcase
3,350
Showcase cake
70,000
Long table bar 4 M.
6,000
69
4.4 Facilities Management - Property Management We are trying to find a space in the center of the city and this place is centrally located and has many tourists come to Chiang Rai. My bakery shop is located on a road near the community and commercial buildings and parking facilities.
- Facilities Planning Features of the bakery are we will focus on the customer as a tourist or working in our areaefficient because we are building a table less than other stores. We have a sofa, table and bar facilities and services to the internet with WIFI in the form of communication with customers.
- Facilities Operations and Maintenance Operations and maintenance facilities, we try to encourage employees to do the cleaning and maintenance equipment and facilities as well, to increase the operating time and cost of the shop. We also have the benefit to employees when they will reduce the cost or less than the cost of storage.
70
4.5 Equipment
List
Price/Baht
Tray 5*9 inches 3
120
Tray 6*11 inches 3
180
Tray 8*8 inches 3
240
Tray 9*9 inches 3
270
Temperature2
260
71
silpat, baking sheet 3
180
cake box 200
1000
Pie spatula 2
200
Tongs 3
165
Cake Mixer
11000
Oven
22,900
72
Measuring spoon 2
220
Grip-ez measuring scoop 3
33
Scale
230
Electronic kitchen scale
900
Cake Decorating Tip SET
1600
impulse sealer
960
73
Whisk Balloon 2
480
Whisk Balloon 2
170
Glazing Rack 3
708
Measuring cup 2
340
Measuring Liquid cup 2
400
Pastry Bag 12 in.
550
74
Pastry Bag 18 in.
700
Drip less non-stick tong 2
74
Flour Sifter 2
200
Cake turntable 3 pond
80
Cake turntable 2 pond
75
Electronic clock and timer
90
75
Cake dividing 2
160
Pastry brush 1 in.
17
Pastry brush 2.5 in.
28
Pastry brush 4 in.
55
Pastry brush
90
Cake cardboard 2 pond 200
800
76
Cake cardboard 3 pond 200
1000
Rubber spatula 4
56
Rubber spatula 4
64
Cake pan pond 2
60
Cake pan 1 pond 2
70
Cake pan 2 pond 2
88
77
Cake pan 3 pond 2
94
Square cake pan square 2 pond 2
120
Square cake pan 3 pond 2
140
Square cake pan 7 in. 2
90
Brioche mold 12
540
78
Decorating card
35
Cake knife
145
Rolling pin 2
120
Decorating flower 4
100
Straight spatula 6 in.
60
Straight spatula 8 in.
75
79
Box 50
800
Box 50
800
Pencil
85
80
4.6 cost of Investment
4.7 Investment cost Equipments and Material
Equipment & Material Part 1 Equipment - Espresso machine and coffee grinder - Tamper - Vacuum bottle - Measuring cup 8 oz. - Opener - Measuring cup 1 oz. - Spoon stir - Mid-bottle - Big bottle - Spoon - Bean spoon - Choc bottle - Syrup pump - Pitchers 500 cc. - Whip it - Whip cream gas - Stews 6 mm. - Plastic glass 16 oz. with cover - Coffee cup 3/set - Coffee spoon 4 piece/set - Tray 5*9 inches - Tray 6*11 inches - Tray 8*8 inches - Tray 9*9 inches - Temperature - Silpat, baking sheet
Investmant Cost Price per unit 43,000.00 1,300.00 110.00 250.00 249.00 250.00 10.00 35.00 50.00 69.00 70.00 80.00 180.00 320.00 1,900.00 150.00 30.00 2.00 70.00 42.00 40.00 60.00 80.00 90.00 260.00 60.00
No.unit 1 1 3 2 1 2 3 2 2 2 2 1 5 1 1 1 1 100 15 10 3 3 3 3 1 3
Total 149,000.00 1,300.00 330.00 500.00 249.00 500.00 30.00 70.00 100.00 138.00 140.00 80.00 900.00 320.00 1,900.00 150.00 30.00 200.00 1,050.00 420.00 120.00 180.00 240.00 270.00 260.00 180.00 81
- Cake box - Pie spatula - Tongs - Cake Mixer - Oven - Measuring spoon - Grip-ez measuring scoop - Scale - Electronic kitchen scale - Cake Decorating Tip SET - Impulse sealer - Whisk Balloon - Whisk Balloon - Glazing Rack - Pitchers 600 cc. - Measuring cup - Measuring Liquid cup - Pastry Bag 12 in. - Pastry Bag 18 in. - Drip less non-stick tong - Flour Sifter - Cake turntable 3 - Cake turntable 2 - Electronic clock and timer - Cake dividing - Pastry brush 1 in. - Pastry brush 2.5 in. - Pastry brush 4 in. - Pastry brush - Cake cardboard 2 pond - Cake cardboard 3 pond - Rubber spatula 4 - Cake pan pond - Cake pan 1 pond - Cake pan 2 pond - Cake pan 3 pond - Square cake pan square 2 pond - Square cake pan 3 pond - Square cake pan 7 in. - Brioche mold - Decorating card - Cake knife - Rolling pin - Decorating flower - Straight spatula 6 in.
5.00 100.00 55.00 11,000.00 22,900.00 110.00 11.00 230.00 900.00 1,600.00 960.00 240.00 85.00 236.00 600.00 170.00 200.00 550.00 700.00 37.00 100.00 80.00 75.00 90.00 80.00 17.00 28.00 55.00 90.00 4.00 5.00 14.00 30.00 35.00 44.00 47.00 60.00 70.00 45.00 45.00 35.00 145.00 60.00 25.00 60.00
100 2 3 1 1 2 3 1 1 1 1 2 2 3 1 3 2 1 1 2 2 1 1 1 2 1 1 1 1 200 200 2 2 2 2 2 2 2 2 12 1 1 2 4 1
500.00 200.00 165.00 11,000.00 22,900.00 220.00 33.00 230.00 900.00 1,600.00 960.00 480.00 170.00 708.00 600.00 510.00 400.00 550.00 700.00 74.00 200.00 80.00 75.00 90.00 160.00 17.00 28.00 55.00 90.00 800.00 1,000.00 28.00 60.00 70.00 88.00 94.00 120.00 140.00 90.00 540.00 35.00 145.00 120.00 100.00 60.00 82
- Straight spatula 8 in. - Box - Pencil Total Part 2 Table & Chair - Table Rosabella - Sofa Alexandria Penelope Penelope Surf Total Part 3 Fuiniture - Cannes - Refrigeretor - Wall lamp - Counter Coffee - Cabinets - Sony Home theatre 5.1 - LG LED TV 42" - Air condition 18,000 BTU - Showcase - Showcase cake - Long table bar 4 M. Total Part 4 Decoration - Built in Total Total Investment Cost
75.00 16.00 85.00
1 50 1
75.00 800.00 85.00 206,802.00
7,900.00 44,900.00 24,900.00 2,390.00
3 2 6 6
23,700.00 89,800.00 149,400.00 14,340.00 277,240.00 17,700.00 34,000.00 14,340.00 26,000.00 6,890.00 8,390.00 31,900.00 77,548.00 3,350.00 70,000.00 6,000.00 296,118.00 130,000.00 130,000.00 910,160.00
5,900.00 34,000.00 2,390.00 13,000.00 6,890.00 8,390.00 31,900.00 38,774.00 3,350.00 35,000.00 6,000.00
3 1 6 2 1 1 1 2 1 2 1
130,000.00
Table 4.2 Investment Cost
83
- Depreciation
Depreciation Equioment & Material Part 1 Equipment - Espresso machine and coffee grinder - Tamper - Vacuum bottle - Measuring cup 8 oz. - Opener - Measuring cup 1 oz. - Spoon stir - Mid-bottle - Big bottle - Spoon - Bean spoon - Choc bottle - Syrup pump - Pitchers 500 cc. - Whip it - Whip cream gas - Stews 6 mm. - Plastic glass 16 oz. with cover - Coffee cup 3/set - Coffee spoon 4 piece/set - Tray 5*9 inches - Tray 6*11 inches - Tray 8*8 inches - Tray 9*9 inches - Temperature - Silpat, baking sheet - Cake box - Pie spatula - Tongs - Cake Mixer - Oven - Measuring spoon - Grip-ez measuring scoop - Scale - Electronic kitchen scale Total Useful life (Yr.) Depre per year Depre per month
149,000.00 1,300.00 11,000.00 22,900.00 -
5 5 3 5 -
29,800.00 260.00 3,666.67 4,580.00 -
2,483.33 21.67 305.56 381.67 84
- Cake Decorating Tip SET - Impulse sealer - Whisk Balloon - Whisk Balloon - Glazing Rack - Pitchers 600 cc. - Measuring cup - Measuring Liquid cup - Pastry Bag 12 in. - Pastry Bag 18 in. - Drip less non-stick tong - Flour Sifter - Cake turntable 3 - Cake turntable 2 - Electronic clock and timer - Cake dividing - Pastry brush 1 in. - Pastry brush 2.5 in. - Pastry brush 4 in. - Pastry brush - Cake cardboard 2 pond - Cake cardboard 3 pond - Rubber spatula 4 - Cake pan pond - Cake pan 1 pond - Cake pan 2 pond - Cake pan 3 pond - Square cake pan square 2 pond - Square cake pan 3 pond - Square cake pan 7 in. - Brioche mold - Decorating card - Cake knife - Rolling pin - Decorating flower - Straight spatula 6 in. - Straight spatula 8 in. - Box - Pencil Total Part 2 Table & Chair - Table Rosabella
38,306.67
3,192.22
23,700.00
8 2,962.50
246.88 85
- Sofa Alexandria Penelope Penelope Surf Total Part 3 Fuiniture - Cannes - Refrigeretor - Wall lamp - Counter Coffee - Cabinets - Sony Home theatre 5.1 - LG LED TV 42" - Air condition 18,000 BTU - Showcase - Showcase cake - Long table bar 4 M. Total Part 4 Decoration - Built in Total Total Depreciation for 1 year Total Depreciation for 1 month Table 4.3 Depreciation 17,700.00 34,000.00 14,340.00 26,000.00 6,890.00 8,390.00 34,900.00 77,548.00 3,550.00 70,000.00 6,000.00 89,800.00 149,400.00 14,300.00 7 12,828.57 7 21,342.86 7 2,042.86 39,176.79 1,069.05 1,778.57 170.24 3,264.73
5 3,540.00 10 3,400.00 5 2,868.00 8 3,250.00 8 861.25 5 1,678.00 5 6,980.00 5 15,509.60 5 710.00 5 14,000.00 5 1,200.00 53,996.85
295.00 283.33 239.00 270.83 71.77 139.83 581.67 1,292.47 59.17 1,166.67 100.00 4,499.74 131,480.30 10,956.69
86
Table 4.4 Depreciation
87
Chapter 5
88
5.1 Ingredient Cake

List Price
Flour
625/25kg.
Nutmeg
370/1 kg.
Vegetable oil
115/1.9 l.
Butter*5 kg.
136 = 680
Sugar*25 kg.
24 = 600
89
Vanilla
60/100 g.
Cinnamon
400/500g.
Toasted sliced almonds
690/1 kg.
Salt
10/ 1 kg.
Peanut butter
200 = 800g
Granulated sugar
24 = 600
90
Eggs
119/30piece
Milk*3
175/5 l.=525
Grape jelly
67
Cocoa powder
480/kg.
Baking soda
125/500 g.
Baking powder
125/500 g.
91
Cream cheese*2kg.
750
Shredded coconut
30/1 kg.
Golden raisins
350/1 kg.
Finely chopped walnuts
620/1 kg.
Semi-sweet chocolate chips *3 kg.
290 = 870
Blackberry wine
395/bottle
92
Icing*5
30 = 150
Berry preserves
580.32/set
Cornstarch
170/10 kg.
Strawberries
150/kg.
Apples
1,250/box
Oranges
30/kg.
93
Pineapples
100/5 kg.
Rum
309/bottle
Unsalted butter*5
136 = 680
Oreo cookies
150/box
Lemon
70/kg.
Strawberry jam
67
94
Gelatin
50
Olive oil
383/1 l.
95
5.2 Coffee ingredients
Coffee bean roasted*2
110/kg.=220
Sweetened condensed milk*2
96/2 kg.=192
Fresh milk*2
175/5 l.=350
Meji Whip cream
98/l.
Creamer
95/900 g.
96
Cocoa powder (France)
480/kg.
Sugar*5
24/kg.=120
Fruits syrup*5
330/bottle=1650
Soda SINGHA
118/box
Ice*2
35/bag=70
Water*6
12/20 l.=72
97
Chapter 5 Operations cost

5.3 Cost of goods sold
Cost of goods sold year1
98
99

100
101
102
Table Cost of goods sold for 5 years
5.4 Cost of labor (per month)
103
Chapter 6
104
Chapter 6 Administration
Cost 6.1 Overhead Cost (per year)
Table 4.7 over head cost (year 1)
105
106
6.2 Administrative
Table Administrative year 1
107

108
6.3 Management analysis

6.3.1 Organization Chart
Organization Chart
General Manager
Barista
Baker
Waiter
Waitress
109
Description the characters and duties of employee in each department of Taste me as follows: 1. Manager Directly response to provide the internal control to be effective and levels of productivity are always impressive. To increasing sales is responsibilities of manager because it will drive the growth of the store and manager of our store response to train and order the employee know exactly role they has to play too, if sometimes have the problems manager must to know and find the way to solve these problem.
2. Barista Barista is importance for all coffee and bakery store he must to have more responsibility, fluency, good memory, experienced, and intelligent because if coffee are delicious and good service that can make the customers to complacent, them will be loyalty customers. Barista is in the counter bar response for made menu of coffee, greet customers, receive some order when customer want specials menu and most of customers drunk the same all times if barista can remember and said you remembered it is making an impression to customers, moreover the good coffee should be delicious and at 60-70 c, the flavor and odoriferous of coffee is importance too.
3. Pastry Chef Response for all about bakery, made cakes and bakery, control the quality and flavor of bakery it is importance because the most revenue of our store comes from bakery, so it should be delicious and appetizing. Thinking new menu and special menu is importance too because it is making surprisingly for customers.
4. Waiter / waiter all rounder This position has many duty responsibilities about served bakery or coffee to customers these things are importance because they must to meet customers in face to face, greet customers, receive order, they should have good personality, hospitable, and service mind. Sometimes waiters are cleaner or help to check neatness of the store.
110
Chapter 7
111
Chapter 7 Financing 7.1 Initial investment A la gateaux approximately invested of 1,000,000 Bath Raw material Fixed assets Rental Registration Others Total initial investment THB 15,834.32 THB 780,160.00 THB 25,000.00 THB 60,000.00 THB 5,000.00 THB 885,994.32
112
7.2 Income statement
Table income statement year 1

113
114
115

116
117
7.3 State of cash flow
Table Statement of cash flow year 1

118

119

120

121

122
7.4 Balance Sheet
Table Balance Sheet year 1
123
124
125
126
127
7.5 Payback period

-1,200,000.00 600,000.00 600,000.00
July
0 1 2 3 4 5
From figure, the payback period that turns to investor within 1 year and 7 month. We pay for first year 600,000.00 BHT and second year 600,000.00 BHT all amount 1,200,000.00 BHT.
128
Chapter 8
129
Risk Analysis 8.1 Risk Management Analysis A la gateaux is the bakery shop, our shop located in Chiang Rai province so that we have many competitor. 8.1.1 Competitor Risk Chiang Rai province have a good view, good nature and good climate that the necessary to attract the competitor to business investment. So that is the effect to make our shop have many competitor both direct and indirect. We must set the best standard and create highlights of our shop, such as we provide the best services and quality to customer for their satisfaction and we decorate our shop to French style. 8.1.2 External risk Economic risk Thailand economic slowdown since 2006 it makes the consumption decrease and expected the economic will be increase in 2008 but the problems of politic are not stability assemble of oil price to increase, all of these factor are decrease to Thai economic. It is not distinctness to fast recover. Situation of economic in 2011 is positive affect for our business because the growth of SMEs are distinct to improve wherewith the global economic recovery this factor effect to credit of SMEs are improve 8% compared with 395,500 million baht. Chiang Rai economic are growing it is the good sign for our business too. In the future we may be met the economic problems because of the globalization. Political risk The political are importance for all business and our business too. Thailand have many political problems but now it batter than the past. However we are unavoidable political risk but we expected that the future of politics is not likely to impact the economy is not for much. Technology risk In the production industries have to use technology it is importance factors because it can save time, power, and production cost. Technology gives us an advantage over competitors but we unavoidable the technology problems such as, damage equipment, electric energy, and somethings that can be so, we should to know how to use and maintenance the electric appliance and train to the employees.
130
Competition risk In this business are high competitions, many choices for consumer decision and the engaging the consumer only is success, luxury, delicious, convenience, fast, and inexpensive it is example of the consumer satisfaction. A La Gteaux, we show with the concept France in Chiang Rai, we proud to presented clearly concept of our store because we have own position that different from other so, the customer can touch the difference sense or difference things in our store. In future we will develop our product to respond to the demand of customer and the increase competitors.
8.1.3 Internal of risk Factors that cause risks. May come from a variety of reasons, such as personnel, financial, political, economic system of the organization. Technological change. Customers or clients. Competition as a source of risk within the organization, such as
- Workplace safety. The shop is located next to the road. A public gathering. The traffic is busy. And do we have so many children have concerns about security in the parking lot of the store. To provide customers with convenient parking.
- The accounting system is not reliable. Care of those assigned to the exercise of power is a trust that is reliable employees. The risk of companies as a result of the company. The Company can not control all the time, and can cause loss of business opportunities. Therefore, managers should monitor closely the company's marketing plan and to determine the appropriateness of the amount of the financial market if it finds any errors in its marketing. Administrators can set the amount of financial plans to meet the marketing, management and marketing, and financial backup.
- A corporate culture that is conducive to building performance. Cultural differences can cause problems in the operation and performance may be reduced. We have the attitude and the exchange of language or culture within the organization first and then go to a customer with a new culture into which we can comfortably handle.
131
- Staff training is not enough. The coaching staff will do the same job training services to employees will be trained to think about money, the food served, the shop, cleaning shop. Employees have a duty to do everything within the store. But our limits do not apply to employees at a small store; we do not need a large number of employees.
- Conflicts of interest. We have a lot bakery in the charge sheet, the risk of all the marketing and promotion to attract customers to their own interests. So do we have to offer something unique to the customer and purchase our products.
- Other risks. All our love's fire insurance companies Insurance Company Limited (the Company) to secure the shop because the shop was the scene of the fire, we do not have to pay it all yourself. We rely on insurance companies. Bangkok Insurance Public Company Limited (the Company) takes care of our store.
132 Bangkok Insurance.Residential and Commercial Property Insurance.2010,from http://www.bangkokinsurance.com/online/fire_lovehome.asp?lang=eng.
8.2 Financial Risk 8.2.1 Risk of sale decrease 5%, 10%, and 15% for 5 Years
Table 8.1 Summary of risk of sale decrease 5% for 5 years

133

134

135
8.2.2 Risk of cost increase 5%, 10%, and 15% for 5 Years
Table 8.4 Summary of risk of cost increase 5% for 5 years

136

137

138
Chapter 9
139
Summary We 're A la gataeux. Our shop is bakery shop. "A la gataeux" is the French word, it's mean cakes. We provide the best quality of services and the best quality of products. A la gataeaux shop located in the center of Chiang Rai province and near the clock cycle. Our products is bakery and coffee made from quality of ingredients so that clean and safe for the customer. We have many kinds of bakery such as Black Forest Cake, Mont Blanc and Macaroons and have many kinds of coffee such as Espresso, Mocca and Latte. Inside our shop decorate in French style, have the chandeliers, sofa, and coffee bar and have facilities such as WiFi and TV. Our target are business worker and the tourist who visit the city. In Chiang Rai province have many bakery and coffee shop. Our directs competitors are Pang Khon, Wawee, Doi Chang Coffee, Pure Bakery and indirects is Ban Chivit Thammada. Analysis of the general environment of Chiang Rai province is getting the attention of many tourists. Chiang Rai is a bakery and coffee shop with a lot. Each store has the luxury of attracting and retaining satisfied customers and have been serving our customers to focus on the students. And that it is time to get something done other competitors in the east of Chiang Rai province has many bakery stores. But our strengths are that it is a traditional French bakery with a chef from the Guarantee with each other over the same area. A weakness of each competitor is to have a lot in the city of Chiang Rai. Therefore, our bakery is attracting more customers to the bakery quickly became popular at the time. People of all ages, attention turned to eating French bakery and coffee or hot drinks to customers, and t mechnology is critical to your business. For connected to the business for comfortable for the customer. The segments we provide products of fresh bakery and coffee. Marketing mix strategies we focus on 4P. - Product We provide service in the bakery and coffee for a customer favorite. Our products are sold together, and we also appreciate the relaxed atmosphere for customers and less expensive to purchase as appropriate. - Price We set the price that for everyone can afford a market because of its bakeries. We are going to explore for its competitors because it has many bakery shops opened in the same area.
140
- Place Our stores are in the area of education and tourist areas, and we plan to expand into other areas that around outside to provide consumers with easy convenient access to transportation. - Promotion Technology as the larger society in our lives if they told us the name and to the other and said that would be good to follow the next plan is to promote the internet . We create web sites, blogs and let everyone know about our history, revenue, and we will update our post when we get to everyone. For cost of investment Cost of Investment Land Rental Label cost Registration Internet , Wi-Fi , and telephone Total 25,000 5,000 60,000 1,250 91,250
For internal risks, factors that cause risks. May come from a variety of reasons, such as personnel, financial, political, economic system of the organization. Technological change. Customers or clients. Competition as a source of risk within the organization. Our strength is bakery from French and from original taste. Our weakness are have many competitors and our shop is the new shop. Our prices of bakery and cake not so expensive. For financial we have more interest every year and our bakery are develop more quality. And increase income every year.
141
Reference
142
Reference
http://www.chiangrai.net http://www.chiangrai.net/dashboard1/ http://www.google.co.th/url?sa=t&rct http://www.smebank.co.th/service_rate_1.php (http://202.129.0.133/createweb/00000//00000-1011.html) (http://www.tourismchiangrai.com/?p=chiangrai) (http://www.pateawthai.com/travel/view_detail.asp?code=520 www.coffee-dream.net www.coffeemade.com www.bonacoffee.com www.bluekoff.com (http://www.pateawthai.com/travel/view) http://www.indexlivingmall.com/LIVING-ROOM/1100640 http://www.indexlivingmall.com/LIVING-ROOM/110018422#1
http://www.indexlivingmall.com/LIVING-ROOM/110018421 http://www.indexlivingmall.com/products/110015486 http://www.indexlivingmall.com/LIVING-ROOM/110019560#1 http://www.pantipmarket.com/items/12044007 http://thebest1.co.th/products.php?start=0&page=1&brandgroup_id=13&maingroup_id=140 http://www.ikea.com/th/th/catalog/products/50195694/ http://aorabika.igetweb.com/product/226242/%E0%B9%80%E0%B8%84%E0%B8%B2%E0%B8%99% E0%B9%8C%E0%B9%80%E0%B8%95%E0%B8%AD%E0%B8%A3%E0%B9%8C-01.html http://www.sony.co.th/product/dav-dz340k http://www.lcdtvthailand.com/spec/detail.asp?product=LG_42LW5700&param_id=724 http://www.topcoolair.com/index.php?lay=show&ac=article&Id=393970&Ntype=16
143
http://www.ikea.com/th/th/catalog/products/S69894506/ http://www.pramong2000.com/product-th-0-2274608%E0%B8%95%E0%B8%B9%E0%B9%89%E0%B9%82%E0%B8%8A%E0%B8%A7%E0%B9%8C%E0%B9% 80%E0%B8%84%E0%B9%89%E0%B8%81+skq68+skq88+%E0%B8%95%E0%B8%B1%E0%B9%89%E0% B8%87%E0%B9%82%E0%B8%95%E0%B9%8A%E0%B8%B0.html# http://www.siam-shop.com/p?mode=product_more_detail&product_id=49658&shop_id=3134 http://doichaangcoffee.com/process http://www.greenshopcafe.com/news-greenproducer-detail.php?id=64 http://lemmemore.weloveshopping.com/store/product/view/%E0%B8%96%E0%B8%B1%E0%B9%8 8%E0%B8%A7%E0%B8%A7%E0%B8%AD%E0%B8%A5%E0%B8%99%E0%B8%B1%E0%B8%97_GradeA _USA_%E0%B9%80%E0%B8%A5%E0%B8%B7%E0%B8%AD%E0%B8%81%E0%B8%9B%E0%B8%A3%E 0%B8%B4%E0%B8%A1%E0%B8%B2%E0%B8%93..%E0%B8%84%E0%B8%A5%E0%B8%B4%E0%B8%8 1%E0%B8%97%E0%B8%B5%E0%B9%88%E0%B8%A3%E0%B8%B9%E0%B8%9B-18108059-th.html http://www.pantipmarket.com/items/10806205 http://godshillisleofwight.co.uk/isle-of-wight-cider/blackberry-wine-75cl-p-44.html http://www.be2hand.com/index.php?prod_id=291528 http://www.grancaffevuotto.com/index.php?main_page=product_info&cPath=99&products_id=137 8&zenid=1qk047cpr86ihss3g7im14mqt1 http://www.taladsimummuang.com/dmma/portals/pricelistitem.aspx?id=020112057 http://www.bloggang.com/mainblog.php?id=justrelax&month=25-06-2009&group=17&gblog=4 http://shoppingonline.bigc.co.th/catalog/product/view/id/940/s/strawberry-jam-ltd-best-foods400g/category/82/
144
Appendix
145
Appendix Cake Product
Black forest cake
146
Crepes cake
147
Marble Cheesecake Brownies.
148
White chocolate cheese cake.
149
Strawberry cream cake.
150
Soften chocolate cake
151
Double Chocolate cake
152
Peanut Butter and Jelly cake
153
Berry and cream cheese coffee cake
154
Lemon cheese cake
155
Macaroon
156
Chocolate Souffle
157
Croissant
158
Mont Blanc cake
159
Pumpkin Mont Blanc cake
160
Members
5031207077 MISS CHARUPORN KHAMYANG 5131207078 MISS PITCHAYA JITDOUNGWAN 5131207129 MR. LINHAO ZHOU 5231207029 MISS NATTANAT KAOTAKAN 5231207033 MR.DAMRONG NOKSAKDA 5231207039 MISS THANAPORN THUMMAWUT 5231207101 MISS SIRINTIP BUAJAN 5231207133 MR. ARNAT MANEEKAT
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3. Topic Submission Fix problem Search information

4. Introduction Submission Background Significant Benefit Gantt Chart

5. Study the business profile Companies image Logo and Brand

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

9. Study and management the risk of our business

Risk Analysis and Other Control Risk Analysis

10. Project Advertising Determine story broad Prepare story broad

11. Writing and analyze the Report Evaluation Restage

12. Checking Final-draft 13.Conclusion the feasibility of business and suggestion

Require to submit paper to professor before continence to next topic points

Rollers used to grind the flour kernels

Wheat after the first run through the rollers

CHANVITTAYAPARN OA CENTER. Gross Provincial Product Overview (Gpp).2005-2010,from http://www.chiangrai.net

Small and medium enterprise development bank of Thailand.Interest Rates.20072008,From http://www.smebank.co.th/service_rate_1.php

3.6 Sales Forecast/Profit Estimation Year 1

3.7 Marketing Expenses (Sale Incentive)

Espresso hot >> > Espresso combined with hot water.

Americano Hot >> > Espresso combined with filtered water.

Mocha Hot >> > Ghirardelli sweet ground chocolate sauce.

4.3 Facility layout

Sony Home theatre 5.1

Air condition 18,000 BTU

Long table bar 4 M.

Tray 5*9 inches 3

Tray 6*11 inches 3

Tray 8*8 inches 3

Tray 9*9 inches 3

silpat, baking sheet 3

cake box 200

Grip-ez measuring scoop 3

Electronic kitchen scale

Cake Decorating Tip SET

Measuring Liquid cup 2

Pastry Bag 12 in.

Pastry Bag 18 in.

Drip less non-stick tong 2

Cake turntable 3 pond

Cake turntable 2 pond

Electronic clock and timer

Pastry brush 1 in.

Pastry brush 2.5 in.

Pastry brush 4 in.

Cake cardboard 2 pond 200

Cake cardboard 3 pond 200

Cake pan pond 2

Cake pan 1 pond 2

Cake pan 2 pond 2

Cake pan 3 pond 2

Square cake pan square 2 pond 2

Square cake pan 3 pond 2

Square cake pan 7 in. 2

Straight spatula 6 in.

Straight spatula 8 in.

4.6 cost of Investment

4.7 Investment cost Equipments and Material

100 2 3 1 1 2 3 1 1 1 1 2 2 3 1 3 2 1 1 2 2 1 1 1 2 1 1 1 1 200 200 2 2 2 2 2 2 2 2 12 1 1 2 4 1

75.00 16.00 85.00

75.00 800.00 85.00 206,802.00

7,900.00 44,900.00 24,900.00 2,390.00

Table 4.2 Investment Cost

149,000.00 1,300.00 11,000.00 22,900.00 -

29,800.00 260.00 3,666.67 4,580.00 -