La Lan Ta

Bar &Restaurant

847/1-2 Nong Bua Rd, Robwieng, Muang, Chiang Rai 57000 Tel: 089-165-4900

Thai Fusion Food
Thai Modern Style

Group Member

La Lan Ta Bar & Restaurant Thai Fusion Food
1. 2. 3. 4. 5. 6. 7. 8. Miss Kanittha Laowitthi Miss Nabilah Usmani Miss Piyada Thanamee Miss PornThip Ngunchum Miss Praewpran Seetisarn Miss Montita Panorasert Miss Ratchanok Tajaya Miss Zin Mar Win ID: 5331203011 ID: 5331203051 ID: 5331203066 ID: 5331203073 ID: 5331203081 ID: 5331203089 ID: 5331203098 ID: 5331203190

School of Management Business Administration Major

Mae Fah Luang University Chiang Rai, Thailand

Acknowledgement This project could not successfully complete without the kindness of advisor’s. We would like to express my sincere thanks to my major advisor, Aj. Chaiyawat Thongintr, he gave good advice and be guidance of this thesis since start until successful. He gave appreciate suggestion, checked and corrected the fault of this project. We would not have achieved this far and this project would not have been completed without all the support that we have always received from him. However, LaLanTa bar & restaurant to make the Project Feasibility Study and Evaluation. In addition, bar & restaurant Thai fusion food product is a one of the business that has interesting and the situation at the present time. Our restaurant has a trend of foreign food and Thai food that apply and mix together. So, LaLanTa bar & restaurant is attractive to investment and it is the result that we select it to study the feasibility of the project. In addition, we are grateful for the teachers of Project Feasibility Study and Evaluationcourse, Aj. Chaiyawat Thongintr and others teacher for suggestions and all them help. Finally, we most gratefully acknowledge our friends for all their support throughout theperiod of this project.

LaLanTa Bar & Restaurant

Chapter 1 Introduction

La Lan Ta
Bar & Restaurant Thai Fusion Food

1.1 Background and Significance of the Project Currently, there are many food businesses. The successful business will depend on many factorssuch as flavor, decoration, location, price, or promotions to attract customers. People that want to invest in this field will be studied carefully and plan well before the investment in this field. Therefore our project business is bar and restaurant in Chiang Rai.The Thai food restaurant has many in Chiang Rai but Thai food restaurant that apply with foreign food, we call Thai fusion food. Thai fusion food restaurant in Chiang Raihas few restaurants in the present day. We will increase the number of Thai fusion food restaurant in Chiang Rai. We will open the restaurant at Hah YekPhorKhun that is a center of the town in Chiang Rai. We choose this place because Hah YekPhorKhun is a monument that has many people, Thai people and foreigner people travel and worship him.

The number of visitors that visit in Chiang Rai.     Thai visitor in 2009 - 2010 increasing from 1,430,375 to 1,903,623baht. Foreign visitor in 2009 - 2010 increasing from 249,873 to 384,595baht. So, most visitorsin 2010 stay in Chiang Rai about 2.85 days and average of expenditure per person/day are 2,515 baht. These visitors in 2009 - 2010 have increasing revenues from 9,405 to 15,025 million baht.

Resource: htttp://chiangrai.nso.go.th/nso/project/search/result_by_department.jsp

The number oflocal people in Chiang Rai. According to The provincial administration in Chiang Rai found that Meuang Chiang Rai district have most population in December 2551 is 226,555 people. The population span of working age between 15-59 year old 69.59 %.The conclusions, our customer are visitors and local people that have span of working age and interesting food have good taste. People in Chiang Rai behavior changing. At the present time, Thai society is more changing because the changing of environment and time that has more connecting for trade, the relationship with other countries that got foreign culture to adapt with Thai society.So that it makes Thai society is grow up and also make value and culture of Thai society changed.Such as the value of foreign goods and service; Most Thai people believe about product made in Thailand is quality not good but product that import from other country is better and if somebody buy those, this people will look like rich and a good image (webcache,2009) and especially, the value of consumption; (According to Pinviset, life and Thai culture, 2550) say, “Thai people like to buy goods and service has brand and comfortable that mean expensive thing. ” And especially food, Thai people like to eat international foods that always have brand or famous brand like imitate foreign culture. Such as MK restaurant, KFC, Pizza Hut, Fuji restaurant and etc. Thai Fusion Food From the value of consumption changed so we are see the new opportunity in the Thai fusion food. Our present world is changing rapidly. So, Thailand cannot avoid this trend, life is full of stress and a limited of time. The way of living and food consumption behavior is a change from the past that it has a limited of food to survive or to sustain life to consume of each individual like to eat from asset or the position because it has a lot of food to choose. Chiang Rai food industry in currently, food production has expanded to fulfill the needs of consumers and social change. Many restaurants in Thailand have the cooking techniques from abroad for the exotic taste of food that make the food consumption behavior of Chiang Rai people changing from the past they cooking at home start eating outside the home. Because of Chiang Rai is the place that has many foreigners come to visit all time that make the restaurant business expanding rapidly and Chiang Rai economy is growing steadily. We

saw Thai fusion restaurants in Chiang Rai has not much so we are opening Thai fusion restaurant in Chiang Rai for increase the options for consumers to choose. LaLanTaBar&Restaurant try to create an identity that customers recognize as to the quality of food and service. Those things that might give us a chance to succeed. Our group of us decided to design a Thai model style restaurant and food store. That might give us a chance to succeed. We focus to attract customers to Thailand and Thai fusion cuisine restaurant which has fixed the taste and appearance of food Thailand has to inter, but it is still in Thailand for attract foreign customers. Or Thai people who want to try Thailand food in new style. Which these concepts under the concept love Thailand eats Thai food. We will open stores around“HahYekPhorKhun”, which this zone have many restaurants and also to Thailand and foreign tourists. They pay homage to the King and they want to restaurant for eating a lot. The area is a restaurant type bar & restaurant to sit and eat that make to enjoy, and include food Thailand the chill. So, we think it is a restaurant with a bar in one part of it to create a variety. Customers can choose it that they want. And for satisfy of customers who want to drink alcohol. 1.2 Project Objective 1. To study the market share of a restaurant in Chiang Rai. 2. To explore the needs of customers who are interested in the bar and restaurant. 3. To study the marketing strategy of to bar and restaurant. 4. To find a way to motivate Thai fusion for people known restaurant in Chiang Rai.

1.3 Project Benefit 1. Aware of the possibility of Thai fusion cuisine in Chiang Rai. 2. Aware of the needs of customers in Chiang Rai with a bar and restaurant. 3. Aware of the different marketing strategies of bar and restaurant in Chiang Rai. 4. Aware of the market share in Chiang Rai. And know the way to develop the business to grow in any direction.

1.4 Activities/Time Frame Activities Time frame week 1. Brian storming about Introduction the project feasibility - Background, Objective and Benefit 2. Collection information about the project  Industry profile 3. Study and identify Market feasibility  Market Analysis, STP, Marketing max strategy and etc. 4. Identify investment cost 5. Production and Operation Analysis 6. Administration Analysis 7. Financial Analysis 8. Risk Management 9. Summary all of the project 10. Recheck and Evaluation all of the project 11. Group Presentation November2012 1 2 3 4 December2012 1 2 3 4 January2012 1 2 3 4 February2012 1 2 3 4

Chapter2 Industry profile
2.1 Nature of industry 2.1.1 History of Chiang Rai Chiang Rai is situated in the very north of Thailand (180kms north of Chiang Mai). It takes approx. 3hrs to drive from Chiang Mai or less than an hour by plane. There are also direct flights from Bangkok. Chiang Rai is used as a base for those wishing to explore the Golden Triangle area; it is a short drive to Mae Sai, Chiang Saen or Mae-Salong. The province borders with Burma and Laos, so it provides a good opportunity for those who wish to glimpse Thailand's neighbouring countries. This area can easily be accessed from Chiang Mai, but for those short of time or who have already visited Chiang Mai it can be used as a base to visit the Golden Triangle. Chiang Rai itself is a small town and easy to get around, there are some noteworthy temples worth visiting, a small night market and a folk museum. King Meng Rai established Chiang Rai in 1262 A.D. near the Kok River. Thirty-four years later, he founded Chiang Mai as a capital city and centre of the Lanna Thai Kingdom. Thus the two towns have had brotherly relations for a long time. The Lanna Thai Kingdom covered the area of Chiang Mai, Chaing Rai, Phayao, Nan and other provinces in the North of Thailand at present. But finally, King Taksin, the king of Siam of the Thonburi period, won it back from the Burmese, and the Lanna Thai Kingdom became a dependency of Siam (former name of Thailand) and Chiang Rai was ruled as a frontier town until 1933 when it became a province of Siam. Source: http://www.thaiwaysmagazine.com/chiang_rai/chiang_rai_history.html http://www.wayfarersthailand.com/chiangrai.html 2.1.2 History of restaurant France was the birthplace of what we now call the restaurant, this happened toward the end of the eighteenth century. With the exception of inns, which were primarily for travelers and street kitchens where in Europe at that time could one purchase a meal outside the home. Essentially in places where alcoholic beverages were sold, places equipped to serve simple, inexpensive dishes either cooked on the premises or ordered from a nearby inn

or food shop, along with wine, beer, and spirits, which constituted the bulk of their business. Such tavern-restaurants existed not only in France but also in other countries. Restaurants range from unpretentious lunching or dining places catering to people working nearby, with simple food served in simple settings at low prices, to expensive establishments serving refined food and wines in a formal setting. In the former case, customers usually wear casual clothing. In the latter case, depending on culture and local traditions, customers might wear semi-casual, semi-formal, or formal wear. Typically, customers sit at tables, their orders are taken by a waiter, who brings the food when it is ready, and the customers pay the bill before leaving. In finer restaurants there will be a host or hostess or even a maître d'hôtel to welcome customers and to seat them. Other staff waiting on customers includes busboy and sommeliers. Source: http://www.foodtimeline.org/restaurants.html 2.1.2.1 The Restaurant Revolution An eye-witness, Grimod de La Reyniere advances three reasons why restaurants emerged in France with the French Revolution: the rage for English fashions, including the taking of meals in taverns, the influx of large numbers of revolutionary deputies from the provinces, and cooks seeking re-employment after the break-up of the aristocratic households. We need to remember that the near universal way to serve meals until this time (1825) was to place the pot of pots on the table for all to share. In fancy dining, the artistic creation was at the table. Hotels served limited ranges at fixed time. The caterers did not provide portions, but whole courses anyone who wished to entertain a few friends must order them well in advance. With the restaurant, artistic creation became the individual plate. In one blow, high quality became publicly available; even more significantly, cooking, sharing was individualized. Restaurants hastened the emergence of the sovereign consumer. At the table of first-class restaurateurs, any person could dine as well as a prince." According to contemporary dictionaries, a restaurant is simply an eating place, an establishment where meals are served to customers. By this definition, restaurants by whatever name they have been given--are almost as old as civilization. The ruins of Pompeii contain the remnants of a tavern which provided foods and wines to passers by the prime function to these early eating places was to cater to the needs of people away from home who, unless they had brought their own food and cooks with them, were obliged to take whatever was available or go hungry. From the second half of the 17th century there were

cafes, public places where people could meet and talk, eat and drink. (A History of Cooks and
Cooking, Michael Symons [University of Illinois Press: Urbana IL] 1998 (p. 289-293)).

2.1.3 History of Thai Food Thai food is internationally famous. Whether chili-hot or comparatively bland, harmony is the guiding principle behind each dish. Thai cuisine is essentially a marriage of centuries-old Eastern and Western influences harmoniously combined into something uniquely Thai. Characteristics of Thai food depend on who cooks it, for which it is cooked, for what occasion, and where it is cooked. Dishes can be refined and adjusted to suit all palates. Originally, Thai cooking reflected the characteristics of a waterborne lifestyle. Aquatic animals, plant and herbs were major ingredients. Large chunks of meat were eschewed. Subsequent influences introduced the use of sizeable chunks to Thai cooking. With their Buddhist background, Thais shunned the use of large animals in big chunks. Big cuts of meat were shredded and laced with herbs and spices. Traditional Thai cooking methods were stewing and baking, or grilling. Chinese influences saw the introduction of frying, stir-frying and deep-frying. Culinary influences from the 17th century onwards included Portuguese, Dutch, French and Japanese. Chilies were introduced to Thai cooking during the late 1600s by Portuguese missionaries who had acquired a taste for them while serving in South America. Thais were very adept at "Siamese sing" foreign cooking methods, and substituting ingredients. The ghee used in Indian cooking was replaced by coconut oil, and coconut milk substituted for other dairy products. Overpowering pure spices were toned down and enhanced by fresh herbs such as lemon grass and galangal. Eventually, fewer and less spices were used in Thai curries, while the use of fresh herbs increased. It is generally acknowledged that Thai curries burn intensely, but briefly, whereas other curries, with strong spices, burn for longer periods. Instead of serving dishes in courses, a Thai meal is served all at once, permitting diners to enjoy complementary combinations of different tasters. A proper Thai meal should consist of a soup, a curry dish with condiments, a dip with accompanying fish and vegetables. A spiced salad may replace the curry dish. The soup can also be spicy, but the curry should be replaced by a non-spiced item. There must be harmony of tastes and textures within individual dishes and the entire meal. Source: http://thaigrocer.com/aboutthaifood.html

2.1.3.1 Thai Fusion Food Fusion cuisine combines elements of various culinary traditions while not fitting specifically into any. The term generally refers to the innovations in many contemporary restaurant cuisines since the 1970s. While fusion cuisine is a general term for the combination of various forms of cookery, the concept can take several forms. One approach is regional fusion that combines the cuisine of a region or sub-region into a single eating experience. Of these sorts, Asian fusion restaurants have become popular in many parts of the United States, often featuring Indian, East Asian, and South-East Asian dishes alongside one another and offering dishes that are inspired combinations of such cuisines. Another incarnation of fusion cuisine the more eclectic approach, featuring original dishes using varieties of ingredients from various cuisines and regions and combining them. Such restaurants are often trendy and have no singular thematic cohesion other than innovative eclecticism in their menus. Such a restaurant might feature a wide variety of dishes inspired by combinations of various regional cuisines with new ideas. Since fusion cuisine is a general term, it is legitimately applied to either sort of restaurant. While many diners feature dishes from Greek, Italian, and sometimes Asian cuisines side-by-side, these restaurants are generally not considered fusion as they fail to combine any elements of the cooking styles and also have no over-arching fusion or eclectic theme. Source: http://www.whatson-thailand.com/default/content/view/62/73/ 2.1.4 History of Europe food European food has a distinct flavor and rich history. The food in Europe can be characterized by four categories: meats, sugar, cereals, and fats. Meats include tripe, fish, blood sausages, and wild game. Brought from India and the New World, cane sugar became a necessary ingredient in European recipes and foods. Europeans loved the sweet taste and the demand for sugar cane grew at the end of the 17th century. Cereals are the most important ingredients in European cuisine. Flour, bread, wheat, oats, and other grains provide people with the most nutritious and healthy meals. During the 18th century, though, new crops rose to popularity. Maize and potatoes were brought from the New World and became favorite foods in Northern Europe. Rice and pasta especially grew famous in Spain and Italy. Peas and beans are still a staple food in Europe. However, their popularity diminished over time as potatoes and cereals took their place as the main foods. The most used fats in Europe are olive oil, lard, and butter. Today, fats are indispensable as they are almost always used when

cooking. Coffee, tea, alcoholic beverages, and chocolate are the most well-known drinks in Europe. Since water was not being purified until recently and was not safe to drink, it was not considered a beverage for a long time. Instead, wine, beer, ale, gin, and whiskey were the most popular drinks in Europe. Coffee, chocolate, and tea were brought from Africa, America, and Asia. Today, all of these drinks are popular, but pure water is consumed a lot more than it was a few centuries ago. 2.1.4.1 Italian cuisine has developed over the centuries. Although the country known as Italy did not unite until the 19th century, the cuisine can claim traceable roots as far back as the 4th century BCE. Through the centuries, neighboring regions, conquerors, high-profile chefs, political upheaval and the discovery of the New World have influenced its development. Italian cuisine has a great variety of different ingredients which are commonly used, ranging from fruits, vegetables, sauces, meats, etc. In the North of Italy, fish (such as cod, or baccalà), potatoes, rice, maize, corn, sausages, pork, and different types of cheeses are the most common ingredients. Pasta dishes with lighter use of tomato are found in Trentino-Alto Adige and Emilia Romagna. 2.1.4.2 French cuisine has evolved extensively over centuries. The national cuisine started forming in the middle ages due to the influence of the work of skilled chefs and various social and political movements. Over the years the styles of French cuisine have been given different names, and have been modified by various master-chefs. During their lifetimes, these chefs have been held in high regard for contributions to the culture of the country. The national cuisine developed primarily in the city of Paris with the chefs to French royalty, but eventually it spread throughout the country and was even exported overseas. The modern restaurant has its origins in French culture. Prior to the late 18th century, diners who wished to "dine out" would visit their local guild member's kitchen and have their meal prepared for them. However, guild members were limited to producing whatever their guild registry delegated them to. These guild members offered food in their own homes to steady clientele that appeared day-to-day but at set times. The guest would be offered the meal table d'hôte, which is a meal offered at a set price with very little choice of dishes, sometimes none at all. Source: http://en.wikipedia.org/wiki/French_cuisine http://en.wikipedia.org/wiki/Italian_cuisine http://www.worldwidewebawards.net/Food/Europe.html

2.1.5 History of Bar There have been many names throughout history for establishments where people gather to drink alcoholic beverages. Even when an establishment uses a different name, such as "tavern," the area of the establishment where the bartender pours or mixes alcoholic beverages is normally called "the bar." The sale or consumption of alcoholic beverages was prohibited in the first half of the 20th century in several countries, including Finland, Ireland, Norway, and the United States. In the United States, illegal bars during Prohibition were called speakeasies or blind pigs. A bar is a retail business establishment that serves alcoholic drinks such as beer, wine, liquor, and cocktails for consumption on the premises. Bars provide stools or chairs that are placed at tables or counters for their patrons. Some bars have entertainment on a stage, such as a live band, comedians, go-go dancers, or strippers. Bars which offer entertainment or live music are often referred to as music bars or nightclubs. Types of bars range from dive bars to elegant places of entertainment for the elite. Many bars have a happy hour to encourage off-peak patronage. Bars that fill to capacity sometimes implement a cover charge or a minimum purchase requirement during their peak hours. Such bars often feature entertainment, which may be alive band or a disc jockey playing recorded music. The term "bar" is derived from the specialized counter on which drinks are served. Patrons may sit or stand at the bar and be served by the bartender, or they may sit at tables and be served by cocktail servers. The "back bar" is a set of shelves of glasses and bottles behind that counter. In some establishments, the back bar is elaborately decorated with woodwork, etched glass, mirrors, and lights.

2.2 Interesting Information on Background & Origin of Cocktail Cocktail is a drink made by mixing one or two liquors, mainly with fruit juices, water, ice, sugar, honey and bitters. Herbs, cream and milk are also added to the drink sometimes, to enhance its taste. Liquors like gin, whisky, vodka, beer, wine, rum and brandy are commonly used to make cocktails. The history of cocktail, which was originally a mixture of distilled liquor, water, sugar and bitters, dates back to a couple of centuries. Want to know more? If yes, them read on to get some interesting information on the background and origin of cocktails.

The history of cocktail dates back to the nineteenth century. The earliest reference to the term 'cocktail' has been found in an American magazine 'The Balance', published in May 1806. It stated that "cocktail is stimulating liquor, composed of spirits of any kind, sugar, water and bitters". According to the historical records, 'martini' was one of the first cocktails prepared in California, which is considered to be the birthplace of the beverage. The American recipe for the drink was formulated in 1862. Four parts of sweet red vermouth and one part of gin were blended together, to form martini, which was garnished with cherries. It is believed that Professor Jerry Thomas, a bartender of the old Occidental Hotel in San Francisco, prepared martini (cocktail) for a gold miner, when he was on his way to Martinez, in California. The recipe for cocktail mentioned in 'Bartender's Guide' (1887), by Jerry Thomas, consisted of Old Tom gin, sweet vermouth, a dash of maraschino and bitters, as well as a slice of lemon and two dashes of gum syrup as the ingredients. By the beginning of 1900, martini had gained immense popularity nationwide. It spread to other parts of the country as well. This marked the beginning of the golden period of cocktails.

2.2.1 Birth of Margarita The period between 1934 and 1959 is said to be the time, when enticing cocktail recipes were invented. One of the most popular cocktail recipes - Margarita - originated in the early 1948. As per historical records, in 1948, Margarita Sames hosted a poolside Christmas party at her vacation home in Acapulco, Mexico. A game was organized in the party, in which she had to mix drinks, which her guests would test and rate. She mixed three parts of tequila with one part triple sec and the same amount of lime. To her surprise, the drink, thus derived, was very tasty. It was approved by the guests as well. The cocktail gained popularity, traveled from Texas to Hollywood, and spread across other parts of the country. With this, 'margarita cocktail' became a popular drink in the country.

2.2.2 Five Famous Cocktails and Where They Were Born The Sidecar A classic cocktail dating back about 100 years, the Sidecar mixes equal parts brandy or Cognac, Cointreau and lemon juice. The origin of the Sidecar is largely debated, but popular wisdom is that the drink was probably first created in Paris sometime during or just following WWI. In the 1948 book by David A. Embury, The Fine Art of Mixing Drinks, the author credits the invention of the drink to an American Army captain in Paris during WWI.

The Manhattan Often called the “King of Cocktails” or the “Drinking Man’s Cocktail,” The Manhattan is a very potent drink and one of the legendary six classic cocktails included in David Embury’s famous book, The Fine Art of Mixing Drinks. The Manhattan is a cocktail made with a mixture of whiskey, sweet vermouth and bitters and garnished most often with a maraschino cherry.

On the Rocks Some of the best-known drinks are lowball, or those served on the rocks without the high volume mixers you find in highballs. Lowball are mixed drinks that are mostly made of a mix of distilled spirits which are either shaken and strained over ice or built in the glass and stirred. You'll find these drinks are more alcoholic than highballs, but as the ice melts they are diluted to a perfect mixture. A few of these cocktails are also commonly shaken then strained into a cocktail glass for a neat, up alternative.

Martinis & Other up Drinks The Martini is the classic of classic cocktails, but there are many variations of the dry drink that, although not technically Martinis are often referred to as such. To be technical about it these drinks are neat drinks, served in a cocktail, or martini, glass, but popular culture has deemed them all to be martinis. At any rate, these include some of the most popular up drinks, a few classics and a few more modern creations born out of the cocktail resurgence of the last few decades.

The Mai Tai The fruity, tropical Mai Tai is another cocktail with conflicting stories of origin. The drink, which is made of a mixture of white and gold rum, pineapple juice, orange and/or lime juice, is of American origin despite its Polynesian name. The favored history, however, is that the drink was first created by Victor Buergon, better known as “Trader Vic” who invented the cocktail at the Polynesian-style restaurant in Oakland, California that bore his name.

Source: http://en.m.wikipedia.org/wiki/Bar_(establishment) http://lifestyle.iloveindia.com/lounge/history-of-cocktails-4829.html http://cocktails.about.com/od/cocktailrecipes/u/popular_cocktails.htm http://www.bootsnall.com/articles/08-10/10-famous-cocktails-and-where-they-were-born.html 2.3 The Situation of Industry Unique and exciting, the market for fusion food in Thailand is continually growing as the cuisine suits the contemporary lifestyle of young working professionals. Fusion food in Thailand is not only a reflection of gastronomic culture but also represents tastes and lifestyle values of people in contemporary society. As for fusion food in overseas market, the cuisine is prevalent and popular in many countries. It is considered as an expression of boundless contemporary world. Still, there often are comments that say fusion food disrespects original traditions. However, with the culinary trends in the current globalized world, fusion food is believed to be in trend for a long time.

One of the notable fusion restaurants in Thailand, Greyhound Café showcases its creative concept through cool and tasteful atmosphere and serves such tasty fusion recipes as larb pla salmon, which combines western ingredient like fresh salmon with pungent Thai flavors. Our present world is changing rapidly. So, Thailand cannot avoid this trend, life is full of stress and a limited of time. The way of living and food consumption behavior is a change from the past that it has a limited of food to survive or to sustain life to consume of each individual like to eat from asset or the position because it has a lot of food to choose. Chiang Rai food industry in currently, food production has expanded to fulfill the needs of consumers and social change. Many restaurants in Thailand have the cooking techniques from abroad for the exotic taste of food that make the food consumption behavior of Chiang Rai people changing from the past they cooking at home start eating outside the home. Because of Chiang Rai is the place that has many foreigners come to visit all time that make the restaurant business expanding rapidly and Chiang Rai economy is growing steadily. We saw Thai fusion restaurants in Chiang Rai has not much so we are opening Thai fusion restaurant in Chiang Rai for increase the options for consumers to choose. Source: http://www.unileverfoodsolutions.co.th/our-services/your-guests/trend_and_insight/fusion_live

2.4 Product and Service (in General) We have main product is Thai fusion food menu that there are apply from Thai food and foreign food mix together and also have bar of cocktail. 2.4.1 Product 2.4.1.1 Thai Fusion Food  Curry-fried Salmon  Black Cod with coconut milk soup sauce  Tuna Thai saladwith lemon grass and mint  Bacon Thai Salad  Pasta with northern Thai sausage  Fried pork with pickled bean curd sauce  Salmon roe Papaya salad  Spicy Salmon and shrimp salad  Spaghetti with Hot and sour soup sauce

 Spaghetti with spicy seafood  Ham Cheese Spring rolls  BananaMango Yogurt smoothies  Banana Flambe & Ice Cream  Ice-cream Mango with sticky rice  Durian cheese cake  Etc.

2.4.1.2 Cocktail  The Sidecar  The Manhattan  On the Rocks  Martinis & Other up Drinks  The Mai Tai

2.4.2 Service Service is extremely important in restaurant. We always give the service mind for people will come to the restaurant for our food and our service. Customers always want to recieve care service. It can make them to customer loyally and give word of mouse to other people which by the way to promote our restaurant.

Chapter 3 Market Feasibility Study

3.1 Marketing Analysis 3.1.1 General Environment Analysis 3.1.1.1 Politic From Government Policy support Thai food in the project is “Thai kitchen to the world”.Ministry of Public Health, Provincial Chief Medical Officer and Director of Hospital are cooperation about the project of Thai food clean and security for increasing performance and high capability to consumer and create Thai food standard for the international. And then have 2 important departments that there are ministry of public health and national bureau of agriculture commodity and food standards (ACFS). There are accepted that the government policy. Ministry of public health The office of supporting of food security is the institute of Department of Medical Sciences and this department will take care about food security. This department will test and guarantee of the location and production standard that use GMP (Good Manufacturing Practice) for testing security about Wholesale market, Fresh market, Restaurant, hospital ,school and etc. The Raising quality project of Thai restaurant for supporting and promotion of Thai government policy. They have goal of operation is 3periods that it means first period: Improve the quality standard of Thai restaurant and training human resources. Second period: develop the guarantee of restaurant quality standard in Thailand (Certification and Accreditation) and extend the operation results around the area that navigate to others

province which have performance and province is popular place for tourism. Third period: supporting and setting standard guarantee system for make sure quality of Thai restaurant that can accept in ASEAN.

National bureau of agriculture commodity and food standards (ACFS) They have Q symbol and certification for guarantee raw material which have clean and safety for consumer. In Restaurant sector are distribution channel in Q product for using in the kitchen and make sure which restaurant use Q product is a clean and safety restaurant for guarantee to customer. Operations: Measurement of the certificate raw material (not necessary use every type of raw material)     Give the sign “Q Restaurant that use good and high quality raw material” by in the sign will identify type of raw material. 3 period of the certification. ACFS created website and online guidebook of restaurant in the project for promote too many people. Having to check and monitor for make sure Q restaurant must use good and high quality raw material. Q Restaurant in Chiang Rai has 7 restaurants        TumTimLuang ChaiReeFresh Milk MK Restaurant SaBunNgaRestaurant The salad house Phulae Restaurant LibBung Restaurant (rice steamed with chicken soup)

3.1.1.2 Economic Overview of Thai economic 2012, according to SCB Economic Intelligence Center (EIC), “ increasing to adaptation growth of Thai economic 2012 is 5.6-5.8% is result from optimal point are industry that grow up again to produce similar to performance in quarter 2 that quicker than that estimate in quarter 3 and quarter 2. The government has money to pay for investment from act of borrow money about 350,000 million baht that pass the process of law to get faster than estimate.” So, rate of general inflation is not decrease 3.5-4% because the price of energy increasing from stressful between east and Iran and price of labor that increase follow government policy. For rate of inflation that estimate that it still in purpose in bank of Thailand that may make rate of interest policy still in 3% until the end of the year. As for outlook in 2012, the Fiscal Policy Office pointed out that the implementation of the Government’s restoration and rehabilitation measures would be a supporting factor to spur the Thai economy. Private consumption is likely to grow by 3.8 percent. The Government’s policies of raising the daily minimum wage and the starting salary for new graduates holding bachelor’s degrees and working in the public sector would stimulate public spending. Private investment is expected to grow by 10.3 percent, with the Government’s postflood rehabilitation as a supporting factor. The effect of the global economic slowdown is likely to bring down Thailand’s export growth to about 9 percent. The government spending would grow by 4.5 percent. Source: http://thailand.prd.go.th/view_news.php?id=6066&a=2

GDP growth forecast

In this figure, economic data for May suggest Thailand's economic recovery is on track despite the European crisis, and the Finance Ministry has upgraded its GDP growth projection to 5.7 per cent, from 5.2 per cent estimated previously. According to SomchaiJujjapongse,a senior ministry official. "Household consumption, private investment and public investment will be key drivers for growth, and the risk is the health of banks in Europe and its impact on the rest of the world. Trend to growth of many industry such as car jumped 137.5 per cent, motorcycle sales 14.7 per cent, private investment, as sales of commercial vehicles rose by 85.8 per cent compared with May 2011, import of capital goods also expanded 21.3 per cent, and tourist arrivals increased 8.3 per cent in the January-to-May period.

In these figure showed that Thailand’s Economic Situation for May 2012 to 28 June 2012

Source:http://www.fpo.go.th/FPO/member_profile/itadmin/upload/file/Monthly%2028%20J une%202012%20Eng(1).pdf From of all above information, Thai economic in 2012 will have trend to grow up and it is the good opportunities for new investor and people who run a business. Especially, it makes consumers have more consumption and money good flow in the country. Therefore, Thailand economics is good; it makes business in Thailand also good that it mean our bar and restaurant business have good opportunities to start and grow up. So, LaLanTa Bar & Restaurant have medium price of food and drinking that appropriate with quality that everyone can touch. 3.1.1.3 Social The past, Thai Life Society was very simple and always been the way to make a living for agriculture. Thai people are a group of people that living and help together because Thai people habits were based mainly on religion, tradition and culture. So, people in Thai society are care other feeling, thinking and action because they are want to be a person whosocially accepted and want to have value in the social (Panyathai.or.th)

At the present time, Thai society is more changing because the changing of environment and time that has more connecting for trade, the relationship with other countries that got foreign culture to adapt with Thai society and the development of technology. So that it makes Thai society is grow up and also make value and culture of Thai societychanged. Then Thai people more concern about the value and does something that people in Thai society accept.Such as the value of foreign goods and service; Most Thai people believe about product made in Thailand is quality not good but product that import from other country is better and if somebody buy those, this people will look like rich and a good image (webcache,2009)and especially, the value of consumption; (According to Pinviset, life and Thai culture, 2550) say, “Thai people like to buygoods and service has brand and comfortable that mean expensive thing. ” Andespecially food, Thai people like to eat international foods that always havebrand or famous brand like imitate foreign culture.Such as Mk restaurant, KFC, Pizza Hut, Fuji restaurant and etc. Thai people are more connection by meeting and hang out with others people. When people tired from finished working then hungry, most people want to relax or looking for some restaurant that makes them happy and relaxes with their friends or family. Bar and restaurant is a good choice for people who want to meeting and hang out. The first impression that make them come to bar and restaurant are design or decoration of shop, good test food and good service. So, LaLanTa Bar and Restaurantis different from other restaurant business in local area in Chiang Rai by mix and match Thai culture and international culture in our food menu is Thai and Thai fusion food and decorate Thai modern style both indoor and outdoor of the restaurant. 3.1.1.4 Technology Nowadays, Technology is very important and influencing for human life, then when time changed that make technology also more changed. So people must improve oneself all the time because technology is a part one of life that related to the development of human life. Normal technology that people know or always use are teleconference; computer, Telephone and Television, networking system; internet, LAN , Wi-Fi , 3G and so on(vcharkarn,2012).This technology makes people have more relationship in the social that it mean using technology help for development in social or it is call “Social Network”. Social Network is an online service, platform, or site that focuses on facilitating the building of social networks or social relations among people who, for example, share

interests, activities, backgrounds, or real-life connections.Most social network services are web-based and provide means for users to interact over the Internet, such as e-mail and instant messaging (mashable,2012). Such as The Pizza Company have web side and appreciation on mobile phone to place their orders. Most Business use social network and networking system for make more benefit in your business. It is a good opportunity for promote or make a profit. So, the creation of a strange point of Bar & Restaurant is very important and a good or fast service also is the part of strange point. Therefore, in a service must use technology for help and respond a need of customer on time. For example, Technology that use in Restaurant;  Application in smart phone: Customers can views about information of LaLanTa Restaurant for example, telephone number, and map. Customers can call to reserve of the seat and select the menu in beforehand. Customers must be tell that time to eat by they will be called to confirm the appointment before 1 hour. Conditions in the using application.   You must be sign and registered as a member of the restaurant. Customers must be tell code back in member card for to use the information to check in case the customer defaulted or no notify to our restaurant when they want to a cancel because our restaurant may be damaged. Pocket PC: it is receiving orders that help faster service when some case have many customers but it can order before have a seat.

Wireless: it is the connecting system of computer that makes customer can use Wi-Fi in this area.

3.2 Competition Analysis (3C Analysis) Competitor analysis can separate into 2groups: direct competitor and indirect competitor for easy to understand about competitor. 3.2.1 Competitor Analysis  Direct Competitor

1. Chiang Rai Coconuts Bar and Restaurant

Chiang Rai Coconuts Bar and Restaurant price is about 100-250 baht

Coconuts Bar and Restaurant is situated in lively Jet Yot road in Chiang Rai. It is an establishment where they endeavor to provide top quality Western and Thai food without emptying your pockets. Apart from the excellent food there are 2 sound systems with a total of 13 speakers, 2 flat screen LCD screens and small TV showing live sports, news and occasional film. Why not relax with a game of pool or try your hand with the arrows. The staff is always happy to test your skills but be warned, they are pretty good. They also offer free internet. Source: http://www.globaltravelmate.com/asia/thailand/chiang-rai/chiang-rai-nightlife/1345chiang-rai-coconuts-bar-and-restaurant.html

2. TOMOMI Japanese Restaurant & Bar

Tomomi Bar&Restaurant price is about 250- 500 baht. Tomomi Japanese Restaurant serves authentic tasting and traditionally prepared Japanese cuisine. With a menu consisting of the familiar favourites, Tomomi Japanese Restaurant attracts its guests with superb flavours and original recipes. Family friendly and offering excellent customer service, this place is definitely worth a visit when in the area. Source: http://www.truelocal.com.au/business/tomomi-japanese-restaurant/kew 3. Chiang Rai Ram-Luek. This loft-inspired hangout venue feels more like a cosy lounge. It is located inside a historic three-storey building, overlooking the Clock Tower. The first floor has a café-style setup, with low tables and teakwood chairs scattered across concrete flooring while the second floor is the bar and lounge area where you can enjoy a few cocktails on the terrace while watching the world go by. A café by day, Kafee Hub offers a selection of international and Thai dishes on its menu. After sunset, the mood shifts to a mellow, retro-style cocktail lounge, ideal for lazing away the night.

Chiangrai Rum Luek Restaurant is about 100-500 baht Source: http://www.thaiwave.com/chiangrai/nightlife.htm

Indirect Competitor

1. Phu-Lae Restaurant

This air-conditioned restaurant is exceedingly popular with Thai tourists for its tasty, but slightly gentrified northern Thai fare. Recommended local dishes include the gaanghang·lair, pork belly in a rich Burmese-style curry, here served with pickled garlic, and , herb-packed sausages. Source: http://www.lonelyplanet.com/thailand/chiang-rai-province/chiangrai/restaurants/northern-thai/phu-lae#ixzz2DgabQO7M 2. Chiang RaiThe Sang Chan Restaurant

The Sang Chan Restaurant in Chiang Rai features International and Thai Cuisine as well as light meals in the form of ‘snacks’ and has a well stocked Bar. Guests can dine either in air-conditioned comfort or on the Terrace where the splendour of the star studded tropical night sky can be fully appreciated. Every evening there is some form of entertainment such as music and a singer, to enhance the pleasure of your evening meal. The Sang Tawan Restaurant is another interesting possibility to enjoy a variety of authentic Thai Food with a choice of both National and Northern Thai mouth watering dishes. Source: http://www.globaltravelmate.com/asia/thailand/chiang-rai/chiang-rai-restaurants/462-chiangrai-the-sang-chan-restaurant.html

3. Old Dutch Restaurant Review Chiangrai

The Restaurant is on its 8th years in ChiangRai and is well known by foreigners and local residents. The location is perfect to walk-in tourists, since it is along the main street of the town and close to the famous Night-bazaar in the center of the city. The restaurant set-up is almost perfect, an authentic “Old Dutch” style interior with 70 chairs.From the relaxed, sidewalk café-style seating to the heartwarming European living room-style interiors, this pleasant dining venue makes you feel right at home. Owned by a Dutch chef with over 18 years’ experience under his belt, the restaurant features nearly 300 items on its menu, which covers just about every major world cuisine. Expect to find traditional European dishes as well as regional specialties, such as Swiss cheese fondue, New Zealand oysters, Mexican tacos, German sausages and even Indonesian curries. Another highlight here is its extensive drinks list, featuring an assortment of imported European beers (Chimay, Warsteiner, Kwak Dark, and Guinness), whiskeys, spirits and wines.The Restaurant has its own Bakery and Bakery shop where they bake fresh Breads and pastries daily.This cozy, foreigner-friendly

restaurant is a good choice for those not quite ready for the city’s more authentic Thai offerings. A variety of cuisines are available, not to mention exceedingly cheap draught beer. Thai Tourists (span of working age) Tourists who come to Chiang Rai. Working age between 25-34 years old. Motivation to travels is the food has delicious taste. The most expense for food and drink of Thai tourists that travel by yourself. Thai tourists that travel by guides company. 77.9% 33.0%, 16 % 24.9% 43.4 %. Foreign Tourists (span of working age) 22.1 % 34.2 %, 17.9 15.3% 15.9%

Source: http://www.chiangraitimes.com/news/132.html

3.2.2 Customer Analysis The customer is interest for every business and each business have different target of customer. The main customer of bar and restaurant have 2 group. The first, tourists are span of working age both Thai people and foreign people because our business will open at Ha-Yaek Pho-Khun. It has Pho KhunMengRai Monument is attractions that tourist or local people will come for worship. Ha Yaek Phor Khun has many restaurants but not have bar and restaurant that is Thai Fusion Restaurant. According to statistics of domestic tourism year 2554 (north) Ministry of Tourism and Sports that show in table.

This statistic make our found that the most group of customer have span of working age will come to Chiang Rai by reason about the food have delicious taste, so our bar and restaurant must have good taste for food and drink. It makes customer like and remember the brand of our bar and restaurant. The second, every people in Meuang Chiang Rai district that come to Ha-Yaek PhoKhun or come to find restaurant. According to The provincial administration in Chiang Rai found that Meuang Chiang Rai district have most population in december 2551 is 226,555 people. The population span of working age between 15-59 year old 69.59 %.The

conclusions, our customer are tourists and local people that have span of working age and interesting food have good taste. Source: http://lib.payap.ac.th/webin/ntic/newpage/business/strategycr2553_2556.pdf http://www.tourism.go.th/2010/upload/filecenter/file/StatSS54/N/CHAING%20RAI.pdf 3.2.3 Competitive Analysis

In Chiang Rai, bar and restaurant have little especially restaurant have Thai fusion food.Our bar and restaurant will focus on new market channel. It is Thai fusion food that make customer remember. The locations we will open in Ha-Yaek Pho-Khun, certainly this area have many restaurants and interesting is tourist attraction or go to worship. We will comparespecific bar and restaurants such as Chiang Rai Coconuts Bar and Restaurant,Chiang Rai Ram-Luek,.TOMOMI Japanese Restaurant & Bar and our bar & restaurant is Flawless bar & restaurant.

restaurant 1.Chiang Rai Coconuts Bar and Restaurant 2. Chiang Rai RamLuek

Strength - Good location: It is situated in lively Jet Yot road. -Foods and drinks are not expensive -Have Western food -Vary good location: It is located inside a historic three-storey building, overlooking the Clock Tower. -Have international and Thai dishes. -The name of restaurant has strong: can make customer remember. - Japanese cuisine. -Good service: offering excellent customer service. -Have extensive area. -Good location: Ha-Yaek Pho-Khun has many restaurant and tourist attraction [Pho KhunMengRaiMonument]. -Have Thai fusion food.

weakness -Too small restaurant

-Car park not enough for customer. -Design of restaurant:not suitable for the rainy season

3.TOMOMI Japanese Restaurant & Bar

-Food not variety: only have Japanese food.

4. Flawless bar & restaurant.

-Car park has a little for customer.

3.3 STP Analysis 3.3.1 Marketing Segmentation Marketing segmentation is a grouping consumer by some criteria, such that those within a group will respond similarly to a marketing action and those in a different group will respond differently. The market segmentation has the criterion follow as

1. Geography criterion - restaurant have segmentation about people that live in Chiang Rai and people or tourist in part of Thailand and other country such as people in North, South, East and West of Thailand and foreign tourist that come to Chiang Rai. 2. Demography criterion  Age Separate by people every age  People less than 18 years old but not sell alcohol  Age between 18-27 years old  Age over 27 years old  Income  People who have income middle and high level 3. Psychology criterion  Living format  Lifestyle of people who like convenience, good atmosphere while eating, want to relax after tried from many works and want to enjoy with friend. And the important thing are people who want to see about strange thing and the taste of food that do not similar to other restaurant because our restaurant will mix and match that people may think that it is not match but our restaurant can adapt the taste of food to delicious and conform divisibly.  Value  Most people will select the restaurant or select the food follow the trend. Especially in group of teenagers because the teenager are people that like to innovate thing and have new thinking every time. Teenagers will come in the

restaurant when they see a lot of people come to this restaurant that it is a follow other people or trend.

3.3.2 Target Market The main target group The people in group of male and female that living in Chaing Rai and other people that live in other province or foreign that travel to Chaing Rai. The main targets groups in our restaurant are the age of people that come to restaurant is over 27 years old that it is a middle aged person that like to hang out with friend. This target group will focus that good atmosphere while eating, want to relax after tried from many works in office, people who like to listen to music want to enjoy and get together with friend. This group is in high level in consumption, they will focus on food and drinks in high price because most people in this group have stable in working or occupation and have high income.

The second target group The people in group of male and female that living in Chaing Rai and other people that live in other province or foreign that travel to Chaing Rai. The second target groups in our restaurant are the age of people that come to restaurant is between 18-27 years old which it is the beginning of teenagers and the ending of teenagers because this target group like to innovate thing and have new thinking every time, like to get together with friend, like to follow the trend and like to eat food and drinks that strange from other restaurant and people who like to listen to music. This group is in middle level in consumption; they will focus on food and drinks in medium price because most people in this group still study and have unstable in working or occupation and they have low income.

People who like to strange in food (fusion food) & drinks

Eating by trend

People who like a good atmosphere (music service & environment)

Customer that coming to our restaurant

Age over 27 years old

Foreign that travel to Chiang Rai

People in all provinces in Thailand

3.3.3 Product Positioning Lalanta bar&Restaurant The position of product in our restaurant is high technology that our restaurant will use technology in order menu by build the application program on mobile that customers can order the food on application and have webpage on facebook. And the other technology is our restaurant use a pocket PC that comfortable and fast for order the menu, the customers can add order or cancel order. The all information will send to kitchen suddenly. The special things of our restaurant will focus about fusion food that a special menu which other restaurant do not have, our restaurant make menu that integrate between Thai food and other country foods, it is a integrate divisibly. Moreover, our restaurant provides a good atmosphere because the restaurant decorated in modern style. There are many facilitates in the restaurant such as Wi-Fi service, have music band for enjoyment while eating and have area in outdoor for make the people feel good and see atmosphere outside restaurant. The price of Lalanta bar & restaurant is about 80-450 baht,we will provide a good quality of the food that appropriate in the price.

High technology

Moderate fusion food

High Fusion food

Moderate technology LaLanTa Restaurant Coconut bar&restaurant Chiangrai rum luek restaurant Tomomi bar&Restaurant

3.4 Marketing Mix Strategy 3.4.1 Product strategy Product different would be used as our strategy. Differentiate in product form of restaurant to be fusion style by mix Thai food and foreign food. So, it will get the new test of full-flavored. The differentiate style, it is beautiful look. Now, we have 10 Manu in case. And we have planned to create new Manu every 1 month and design to adapt with season for food. However, we create to set of food that the customer can choose set of food with themselves. We have shown to process of cook for customer can see to process, quality of material and cleanliness of cooking. There are 15 special Manu as follow:

Curry-fried Salmon

Bacon Thai Salad

Pasta with northern Thai sausage Black Cod with coconut milk soup suace

Fried pork with pickled bean curd sauce Tuna Thai salad with lemon grass and mint

Salmon roe Papaya salad

Ham Cheese Spring rolls

Spicy Salmon and shrimp salad

Banana Mango Yogurt smoothies

Spaghetti with Hot and sour soup sauce Ice-cream Mango with sticky rice

Spaghetti with spicy seafood

Banana Flambe & Ice Cream

Durian cheese cake

Green curry with chicken

Satay Tom Yum Koong

Massaman Pad Thai

3.4.2 Branding Strategy

We set the brand in Thai language. It short and easy to member with this word.The
brand is “LALANTA” bar and restaurant. This brand that mean “Varity” and “Exciting”.

Therefore, we create the logo for identify to our brand. Logo is black tone that mean to simplicity but beautiful. Logo has elephant to symbol of Thailand.

3.4.3 Price Strategy LaLanTa bar and restaurant use the cost base strategy and compare the price with competitor for the cost base strategy. We calculate the cost of material. And we set moderate price that compare with competitor, such as Chiang Rai Ram-Luek, Tomomi Japanese Restaurant & Bar, and Chiang Rai Coconuts Bar and Restaurant.

Price of Manu Manu Curry-fried Salmon Black Cod with coconut milk soup sauce Tuna Thai salad with lemon grass and mint Bacon Thai Salad Pasta with northern Thai sausage Fried pork with pickled bean curd sauce Price 459 349 239 269 249 169

Salmon roe Papaya salad Spicy Salmon and shrimp salad Spaghetti with Hot and sour soup sauce Spaghetti with spicy seafood Ham Cheese Spring rolls Mango Yogurt smoothies Banana Flambe& Ice Cream Ice-cream Mango with sticky rice Durian cheese cake Tom Yum Koong Pad Thai Green curry with chicken Satay Massaman Water Drinking (per bottle) Ice (per bucket) Sidecar Manhattan On the Rocks Martinis & Other up Drinks Mai Tai

259 289 249 249 169 129 119 179 249 189 129 189 89 189 15 15 159 159 159 159 159

Compare with competitor Chiang Rai Coconuts Bar and Restaurant

Coconuts Bar and Restaurant is situated in lively Jet Yot road in Chiang Rai. It is an establishment where they endeavor to provide top quality Western and Thai food without emptying your pockets. Apart from the excellent food there are 2 sound systems with a total of 13 speakers, 2 flat screen LCD screens and small TV showing live sports, news and occasional film. Why not relax with a game of pool or try your hand with the arrows. The staff is always happy to test your skills but be warned, they are pretty good. They also offer free internet.

Price of Menu Menu Tom Yum Koong Pad Thai Green curry with chicken Satay Massaman Price 189 129 189 99 189

TOMOMI Japanese Restaurant & Bar

Tomomi Japanese Restaurant serves authentic tasting and traditionally prepared Japanese cuisine. With a menu consisting of the familiar favourites, Tomomi Japanese Restaurant attracts its guests with superb flavours and original recipes. Family friendly and offering excellent customer service, this place is definitely worth a visit when in the area.

Price of Menu Menu Tom Yum Koong Pad Thai Green curry with chicken Satay Massaman Price 199 139 179 129 159

Chiang Rai Ram-Luek

This loft-inspired hangout venue feels more like a cosy lounge. It is located inside a historic three-storey building, overlooking the Clock Tower. The first floor has a café-style setup, with low tables and teakwood chairs scattered across concrete flooring while the second floor is the bar and lounge area where you can enjoy a few cocktails on the terrace while watching the world go by. A café by day, Kafee Hub offers a selection of international and Thai dishes on its menu. After sunset, the mood shifts to a mellow, retro-style cocktail lounge, ideal for lazing away the night. Price of Menu Menu Tom Yum Koong Pad Thai Green curry with chicken Satay Massaman Price 159 79 159 -

3.4.4 Place The most important of the doing business is location and convenience to the customers who use our services. The our restaurant Hah Yek Phor Khun because it is the center and famous of Chiang Rai, a place is the main road that both have Thai and foreigners

tourists come to worship which the target group of our shop. So Hah Yek Phor Khun is the appropriate place for restaurant style Thai & Modern. We use Pull Marketing Strategy to attract customers to know our restaurant by focus on advertising and promote both restaurant and foods to be interesting and focus on our positioning style. The our restaurant is different from other restaurant business in local area in Chiang Rai by mix and match Thai culture and international culture in our food menu is Thai and Thai fusion food and decorate Thai modern style both indoor and outdoor of the restaurant. 3.4.5 Promotion LaLanTa Bar & Restaurant use Pull Strategy to attract the customer come to our restaurant. By created advertising to promote Thai fusion food and decorate Thai modern style both indoor and outdoor of the restaurant. Our restaurants have sale promotion every season, doing special promotion to customers, focus on makes customer happiness with good testy of Thai fusion food and customers to participating in activities with our restaurant. 

Advertising

Our restaurants have information about LaLanTa Bar & Restaurant and promotion for people to know our restaurant such as brochure for advertising. 

Grand opening

Our restaurant have grand opening on Sunday 29 December 2013. Therefore our restaurant has promotion to promote and attractive customers. The promotion have 1 set is customer come to restaurant more than 4 people buy more than 1,000 baht get discount 15 % and free member card has value 300 baht. Specially, customers still get special food from restaurant call “LaLanTa Set” include with food, drink, and dessert and can bring code in member card to compete for the gift from restaurant has value of 1,000 baht that just have 10 pieces.  Special promotion

Our restaurants have the special promotion for special day such as Birthday, Valentine day, Christmas Day, Anniversary Day and etc. For example, buy 1,000 baht get free cocktail 1 glass.

Facebook

Our restaurant has the Facebook that is social network in order advertising and promotes our restaurant and Thai fusion food and decorates Thai modern style. Customers can know activities of LaLanTa Bar & Restaurant and they can share information and impression in Facebook to people who can see. Our restaurant is use strategy word to word for find new customers.

3.4.6 Expense Activity Year: 1

Month January February March April May June July August September October November December Total

Brochure 2,000 1,200 1,200 1,000 750 1,000 500 500 1,000 750 800 3,000 13,700

Facebook -

OK Love Bill Board Radio 3,500 3,500 3,500 3,500 3,500 3,500 3,500 3,500 3,500 3,500 3,500 3,500 4,500 42,000 4,500

Income [Bath] 5,500 4,700 4,700 4,500 4,250 4,500 4,000 4,000 4,500 4,250 4,300 11,000 60,200

Year: 2

Month January February March April May June July August September October November December Total

Brochure 1,500 1,000 1,000 1,200 1,200 1,000 750 800 1,000 1,000 1,500 3,500 15,450

Facebook -

OK Love Bill Board Radio 3,500 3,500 3,500 3,500 3,500 3,500 3,500 3,500 3,500 3,500 3,500 3,500 3,500 5,000 42,000 8,500

Income [Bath] 8,500 4,500 4,500 4,700 4,700 4,500 4,250 4,300 4,500 4,500 5,000 12,000 65,950

Year: 3

Month January February March April May June July August September October November December Total

Brochure 1,300 1,000 500 450 450 800 450 750 500 1,100 1,200 1,500 10,000

Facebook -

OK Love Bill Board Radio 3,500 3,500 3,500 3,500 3,500 3,500 3,500 3,500 3,500 3,500 3,500 3,500 3,000 42,000 3,000

Income [Bath] 4,800 4,500 4,000 3,950 3,950 4,300 3,950 4,250 4,000 4,600 4,700 8,000 55,000

Year: 4

Month January February March April May June July August September October November December Total

Brochure 1,000 450 500 450 450 450 450 1,200 350 1,000 1,000 1,300 8,600

Facebook -

OK Love Bill Board Radio 3,500 3,500 3,500 3,500 3,500 3,500 3,500 3,500 3,500 3,500 3,500 3,500 4,500 42,000 4,500

Income [Bath] 4,500 3,950 4,000 3,950 3,950 3,950 3,950 4,700 3,850 4,500 4,500 9,300 55,100

Year: 5

Month January February March April May June July August September October November December Total

Brochure 1,000 500 500 450 450 450 450 450 1,000 1,000 1,200 2,000 9,450

Facebook -

OK Love Bill Board Radio 3,500 3,500 3,500 3,500 3,500 3,500 3,500 3,500 3,500 3,500 3,500 3,500 3,700 42,000 3,700

Income [Bath] 4,500 4,000 4,000 3,950 3,950 3,950 3,950 3,950 4,500 4,500 4,700 9,200 55,150

3.5 Sale Forecast/ Profit Estimation In Sale forecast, we will estimation by use the criteria of population in Chiang Rai. There are about 1,227,317 people, population in Meuang Chiang Rai district 226,555 people and population span of working age between 15-59 year old 157,660 people. So, we will forecast 20% in the trend to eat Thai and Thai fusion food and have salary about 12,00050,000 bath because LaLanTa bar and restaurant is high quality and position so we have to scope about forecast the customer; 157,660*20% = 31,532 person

Resourse : http://chiangrai.nso.go.th/nso/project/search/result_by_department.jsp Visitors in 2010 have 2,288,218 per years or 190,685 per month, and we will estimate about to Visitors of each month; 190,685*5% = 9,534 person per month 9,534/30 = 318 person per day So the total of tourist in local Chiang Rai people and other people is 31,532+318 = 31,850

Table Forecast sale of the amount of visitor 2009 Thai Foreign Total Thai Foreign Total 1,430,375 249,873 1,680,248 1,903,623 384,595 2,288,218

9.59

2010

10.5

Information will show the number of people who visit in Chiang rai. Source: http://lib.payap.ac.th/webin/ntic/newpage/business/strategycr2553_2556.pdf http://www.scbsme.com/th/business-knowledge/business/193/chance-and-impact

Table forecast sale of the amount of visitor 2011 Thai Foreign Total 2012 Thai Foreign Total 2013 Thai Foreign Total 2014 Thai Foreign Total 2015 Thai Foreign Total 2,976,661 10 2,706,056 10 2,460,051 10 2,236,410 10 2,033,100 10

We estimate 0.5% the customers from the population of Thai and foreign in 2012. So, we estimate about customer which will be increasing 5% in year 2, 8% in year3, 10% in year 4, 15% in year5. The percentage of customer increasing in next 5year. forecast Thai Foreign Total 2012 2013 2013 Increase 2014 2014 Increase 2015 2015 Increase 2016 2016 Increase

9,518 9,993 5% 1,922 2,018 5% 11,440 12,011

10,792 8% 2,179 8% 12,971

11,871 10% 2,396 10% 14,267

13,651 15% 2,755 15% 16,406

Forecast Sale Year 2013 (Unit) Forecast of the pieces of product in year 1, 31 December 2013
2013

winter Product Curry-fried Salmon Black Cod with coconut milk soup sauce Tuna Thai salad with lemon grass and mint Bacon Thai Salad Pasta with northern Thai sausage Fried pork with pickled bean curd sauce Salmon roe Papaya salad Spicy Salmon and shrimp salad Spaghetti with Hot and sour soup sauce Spaghetti with spicy seafood Ham Cheese Spring rolls Mango Yogurt smoothies Banana Flambe& Ice Cream Ice-cream Mango with sticky rice Durian cheese cake Tom Yum Koong Pad Thai Green curry with chicken Satay Massaman Water Ice The Sidecar The Manhattan On the Rocks Martinis & Other Up Drinks The Mai Tai Total Price 459 349 Jan Feb Mar -

summer Apr May Jun Jul -

raining Aug Sep Oct -

winter Nov Dec 8 10

Total 1 day 8 10

1 2

239

-

-

-

-

-

-

-

-

-

-

-

13

13

3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27

269 249 169

-

-

-

-

-

-

-

-

-

-

-

11 12 15

11 12 15

259 289 249 249 169 129 119 179 249 189 129 189 89 189 15 15 159 159 159 159 159

-

-

-

-

-

-

-

-

-

-

-

13 10 13 10 13 12 12 5 4 6 16 7 17 13 30 30 30 30 30 30 30 433

13 10 13 10 13 12 12 5 4 6 16 7 17 13 30 30 30 30 30 30 30 433

Forecast Sale Year 2014 (Unit) Forecast of the pieces of product in year 2
winter
2014

summer Mar 28 36 Apr 32 31 May 33 25 Jun 29 30 Jul 30 23

raining Aug 23 26 Sep 27 24 Oct 34 28

winter Nov 59 48 Dec 57 42

Total 60/day 421 387

Product Curry-fried Salmon Black Cod with coconut milk soup sauce Tuna Thai salad with lemon grass and mint Bacon Thai Salad Pasta with northern Thai sausage Fried pork with pickled bean curd sauce Salmon roe Papaya salad Spicy Salmon and shrimp salad Spaghetti with Hot and sour soup sauce Spaghetti with spicy seafood Ham Cheese Spring rolls Mango Yogurt smoothies Banana Flambe& Ice Cream Ice-cream Mango with sticky rice Durian cheese cake Tom Yum Koong Pad Thai Green curry with chicken Satay Massaman Water Ice The Sidecar The Manhattan On the Rocks Martinis & Other Up Drinks The Mai Tai Total

Price 459 349 Jan 38 36 Feb 31 38

1 2

239

46

42

37

39

37

32

36

42

45

33

54

62

505

3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27

269 249 169

53 45 80

43 38 83

44 42 78

51 36 76

43 45 73

37 41 81

32 34 61

45 39 68

52 42 70

46 48 66

51 53 74

49 55 82

546 518 892

259 289 249 249 169 129 119 179 249 189 129 189 89 189 15 15 159 159 159 159 159

72 64 75 69 84 92 58 43 32 146 83 51 44 27 464 489 66 84 90 89 82
2,602

89 73 64 70 78 96 62 30 27 156 76 49 37 32 498 502 75 65 95 68 93
2,610

65 63 56 63 69 75 47 33 24 142 57 38 48 56 510 547 63 68 89 59 64
2,501

88 70 67 73 89 86 53 23 39 169 75 69 91 48 573 535 65 85 78 68 77
2,786

75 68 87 82 85 98 63 31 36 174 89 78 74 43 564 522 74 89 84 70 83
2,825

74 71 69 76 75 80 66 28 32 170 66 59 47 23 478 589 56 69 91 82 95
2,646

56 66 56 77 64 54 51 26 40 168 73 51 66 36 466 534 50 48 69 73 97
2,467

63 60 50 61 54 57 54 22 38 174 48 71 49 21 449 471 38 32 53 65 93
2,266

61 52 38 53 53 60 50 20 31 189 43 88 63 29 385 421 47 39 67 59 81
2,188

72 59 41 69 58 56 58 36 36 187 68 76 79 38 379 457 56 41 64 84 77
2,346

89 71 56 89 61 86 73 33 42 174 55 66 60 26 472 549 73 51 59 72 64
2,660

90 83 67 93 82 95 58 24 34 190 63 65 83 38 483 568 79 63 78 85 91
2,840

894 800 726 875 852 935 693 349 411 2,039 796 771 741 417 5,721 6,184 742 734 917 874 997
30,737

Forecast Sale Year 2015 (Unit) Forecast of the pieces of product in year 3
winter
2015

summer Mar 62 55 Apr 67 49 May 66 52 Jun 73 60 Jul 77 63

raining Aug 69 77 Sep 65 73 Oct 70 69

winter Nov 71 68 Dec 73 76

Total 60/day 792 732

Product Curry-fried Salmon Black Cod with coconut milk soup sauce Tuna Thai salad with lemon grass and mint Bacon Thai Salad Pasta with northern Thai sausage Fried pork with pickled bean curd sauce Salmon roe Papaya salad Spicy Salmon and shrimp salad Spaghetti with Hot and sour soup sauce Spaghetti with spicy seafood Ham Cheese Spring rolls Mango Yogurt smoothies Banana Flambe& Ice Cream Ice-cream Mango with sticky rice Durian cheese cake Tom Yum Koong Pad Thai Green curry with chicken Satay Massaman Water Ice The Sidecar The Manhattan On the Rocks Martinis & Other Up Drinks The Mai Tai Total

Price 459 349 Jan 43 42 Feb 56 48

1 2

239

56

59

66

68

60

55

67

71

75

81

83

90

831

3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27

269 249 169

74 61 57

77 62 60

73 67 64

69 69 58

80 66 67

85 59 69

88 75 74

70 79 79

74 83 84

89 86 86

95 89 94

97 93 97

971 889 889

259 289 249 249 169 129 119 179 249 189 129 189 89 189 15 15 159 159 159 159 159

52 63 77 59 89 58 32 41 56 170 74 62 59 68 490 445 93 89 104 98 93
2,705

54 66 68 59 90 60 35 46 55 176 64 59 78 71 484 432 97 73 112 68 72
2,680

56 67 64 60 94 62 37 47 52 178 77 68 82 65 473 456 72 88 102 57 86
2,733

63 73 80 64 96 64 37 44 59 168 79 72 93 74 389 323 81 93 114 65 97
2,600

68 78 82 66 93 59 45 53 63 189 61 65 85 79 361 310 77 85 102 78 86
2,566

70 82 77 69 86 65 60 56 71 174 56 49 61 63 380 352 55 78 98 69 73
2,545

76 84 78 75 90 77 63 55 79 163 65 33 59 54 336 308 62 63 97 54 65
2,440

72 86 84 77 87 79 66 61 75 177 74 38 64 66 311 271 56 69 83 43 68
2,442

89 79 86 74 80 80 76 62 73 179 86 49 71 51 383 319 51 72 93 52 71
2,630

90 88 84 76 75 83 74 66 77 168 92 56 88 65 391 320 43 54 95 56 84
2,706

93 92 90 84 87 71 78 70 73 193 106 73 93 73 484 426 78 79 107 83 109
3,142

96 96 91 88 90 74 69 75 78 196 115 88 105 87 493 483 99 93 111 104 117
3,374

879 954 961 851 1,057 832 672 676 811 2,131 949 712 938 816 4,975 4,445 864 936 1,152 827 1,021
32,563

Forecast Sale Year 2016 (Unit) Forecast of the pieces of product in year 4
Product Price winter Jan Curry-fried Salmon Black Cod with coconut milk soup sauce Tuna Thai salad with lemon grass and mint Bacon Thai Salad Pasta with northern Thai sausage Fried pork with pickled bean curd sauce Salmon roe Papaya salad Spicy Salmon and shrimp salad Spaghetti with Hot and sour soup sauce Spaghetti with spicy seafood Ham Cheese Spring rolls Mango Yogurt smoothies Banana Flambe& Ice Cream Ice-cream Mango with sticky rice Durian cheese cake Tom Yum Koong Pad Thai Green curry with chicken Satay Massaman Water Ice The Sidecar The Manhattan On the Rocks Martinis & Other Up Drinks The Mai Tai Total 459 349 239 269 249 169 259 289 249 249 169 129 119 179 249 189 129 189 89 189 15 15 159 159 159 159 159 110 95 100 105 101 115 94 115 120 100 99 97 87 72 51 220 112 90 94 89 574 598 89 80 95 84 99 3,690 Feb 114 90 104 100 96 121 98 117 123 98 98 96 89 87 49 225 67 78 89 90 580 601 84 79 97 89 95 3,660 Mar 113 93 101 98 93 120 100 118 129 109 91 90 90 91 45 223 70 81 83 95 576 593 90 75 95 85 98 3,650 summer Apr 120 94 100 99 101 125 96 120 128 112 97 92 93 89 55 225 71 85 85 96 580 600 91 80 98 89 96 3,717 May 103 97 100 94 102 121 93 121 129 113 93 90 99 90 52 221 75 89 80 89 578 494 89 76 91 83 94 3,561 Jun 99 102 101 98 101 119 95 123 121 116 95 85 95 85 50 233 79 90 87 100 521 501 85 80 94 88 98 3,541 raining Jul 112 99 103 90 99 120 98 120 123 115 89 81 93 81 43 230 83 92 83 114 528 507 88 87 89 80 100 3,547 Aug 108 74 76 80 86 112 82 99 100 87 72 78 90 78 41 223 73 90 77 101 520 500 80 71 78 75 89 3,249 Sep 110 72 80 79 74 100 77 87 95 80 78 80 89 67 44 215 68 80 67 65 523 476 74 77 74 61 84 3,076 winter Oct 113 78 74 89 75 104 76 89 92 87 74 89 80 60 40 213 66 73 60 65 520 479 76 73 76 58 75 3,054 Nov 129 70 84 79 67 100 82 77 78 88 89 98 87 79 43 220 75 76 57 57 527 465 69 75 84 70 67 3,092 Dec 130 92 1056 91 1114 80 76 1071 105 1362 91 1082 89 1275 90 1328 98 1203 78 1053 100 1076 99 1091 89 968 39 230 89 84 1008 65 69 530 467 70 70 82 67 929 68
3238

60/d 1361

1091

552 2678 928

927 1030 6572 6296 985 923 1053

1063
41,075

Forecast Sale Year 2017 (Unit) Forecast of the pieces of product in year 5
2017 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 Product Curry-fried Salmon Black Cod with coconut milk soup sauce Tuna Thai salad with lemon grass and mint Bacon Thai Salad Pasta with northern Thai sausage Fried pork with pickled bean curd sauce Salmon roe Papaya salad Spicy Salmon and shrimp salad Spaghetti with Hot and sour soup sauce Spaghetti with spicy seafood Ham Cheese Spring rolls Mango Yogurt smoothies Banana Flambe& Ice Cream Ice-cream Mango with sticky rice Durian cheese cake Tom Yum Koong Pad Thai Green curry with chicken Satay Massaman Water Ice The Sidecar The Manhattan On the Rocks Martinis & Other Up Drinks The Mai Tai Total Price 459 349 239 269 249 169 259 289 249 249 169 129 119 179 249 189 129 189 89 189 15 15 159 159 159 159 159 winter Jan 98 78 91 83 88 128 98 111 121 105 98 89 67 102 36 207 117 132 94 88 466 453 109 113 107 117 129 3,525 Feb 85 91 99 86 74 106 107 102 110 100 87 56 63 118 31 202 124 123 98 93 485 463 118 121 95 138 134 3,509 Mar 83 86 88 92 97 91 92 106 113 115 83 65 125 133 40 198 127 112 85 99 478 475 145 124 131 123 138 3,644 summer Apr 120 108 90 118 105 95 91 115 127 117 86 61 127 159 39 219 130 99 81 104 513 489 98 137 135 132 157 3,852 May 118 103 100 96 91 104 98 127 103 93 91 68 119 124 34 221 110 94 94 114 504 488 91 103 113 100 118 3,619 Jun 90 92 96 89 88 93 90 95 94 113 94 70 90 105 27 223 94 86 83 92 512 501 85 98 99 97 104 3,400 Jul 73 71 86 82 83 85 87 84 87 95 86 75 83 87 33 228 91 72 88 70 498 496 89 87 94 91 97 3,198 raining Aug 75 78 87 87 73 81 82 77 93 82 82 68 75 95 31 219 83 76 81 86 489 487 87 84 98 92 99 3,147 Sep 80 96 81 79 84 74 88 93 98 80 92 62 94 87 46 232 98 79 93 89 497 477 86 81 94 99 105 3,264 Oct 98 87 102 98 123 99 129 94 129 101 97 77 56 115 48 231 107 92 110 111 483 481 97 102 104 108 117 3,596 winter Nov 150 153 115 125 142 113 139 136 137 135 99 73 52 127 39 237 93 94 128 137 494 452 111 123 131 135 135 3,870 Dec 181 175 160 140 153 128 123 147 153 158 114 80 67 133 36 229 104 104 136 133 492 482 134 129 149 150 142 4,332 Total 60/day 1251 1218 1,195 1,175 1201 1,197 1,224 1287 1365 1294 1,109 844 1018 1385 473 2,646 1278 1163 1171 1216 5,902 5,744 1,250 739 1,350 1382 41077 82,154

Forecast Sale Year 2018 (Unit) Forecast of the pieces of product in year 6
Product
Price

winter Jan Feb 167 183

summer Mar 174 165 Apr 185 156 May 176 187

raining Jun 198 191 Jul 176 167 Aug 171 162 Sep 168 172

winter Oct 196 189 Nov 189 178 Dec 198 199

Total 60/day 2148 2063

Curry-fried Salmon Black Cod with coconut milk soup sauce Tuna Thai salad with lemon grass and mint Bacon Thai Salad Pasta with northern Thai sausage Fried pork with pickled bean curd sauce Salmon roe Papaya salad Spicy Salmon and shrimp salad Spaghetti with Hot and sour soup sauce Spaghetti with spicy seafood Ham Cheese Spring rolls Mango Yogurt smoothies Banana Flambe& Ice Cream Ice-cream Mango with sticky rice Durian cheese cake Tom Yum Koong Pad Thai Green curry with chicken Satay Massaman Water Ice The Sidecar The Manhattan On the Rocks Martinis & Other Up Drinks The Mai Tai Total

459 349

150 114

239

113

123

136

143

153

156

187

176

203

197

176

187

1950

269 249

150 123

163 167

155 176

164 154

175 165

179 176

143 132

156 145

161 121

186 165

194 193

203 188

2029 1,905

169

135

143

154

142

152

132

112

121

126

176

164

185

1742

259 289 249

120 100 146

134 115 153

154 146 167

163 152 170

171 161 174

142 169 185

130 128 131

134 135 136

168 160 165

170 178 179

182 185 188

195 194 199

1,863 1823 1993

249 169 129 119 179 249 189 129 189 89 189 15 15 159 159 159 159 159

105 123 85 75 110 55 217 102 95 84 97 446 443 99 86 95 78 84 3,630

167 133 100 89 119 67 223 132 125 87 103 455 464 82 97 116 87 103 4,197

179 125 126 94 124 80 208 158 136 118 114 468 472 103 120 127 115 137
4,435

185 136 134 121 135 79 210 160 140 122 115 500 482 112 132 135 126 133 4,586

180 148 138 134 149 82 222 165 145 133 118 518 481 123 126 122 119 120 4,777

165 152 138 145 128 53 231 113 120 111 120 522 498 132 131 127 123 110 4,647

140 120 119 110 124 47 229 119 110 118 108 506 490 105 112 99 96 142 4,400

129 130 115 118 139 59 216 114 123 109 104 489 487 103 116 131 144 130 4,292

159 149 123 120 147 64 246 169 135 129 106 478 478 114 104 119 123 99 4,506

177 158 132 116 152 71 238 173 138 134 122 483 482 123 121 95 160 127 4,838

185 176 140 100 159 78 234 178 141 133 124 507 444 131 126 89 132 139 4,865

198 183 157 101 148 85 240 183 147 140 130 518 452 141 131 90 138 157 5,087

1,969 1733 1507 1323 1634 820 2,714 1766 1,555 1418 1361 5,905 5,688 1368 1402 1,504 1600 1481 54,264

3.6 Market Forcase Remark;Calculating Over time; our shop has 10 employees for calculate paying over time at rating 30 Baht per hour, and working about 6 hours which paid at labor, wage 180 baht for each person, the expenses are 1,800 baht. Fore other expense are the materials of Special Day Promotion. Market expense year 2013
Expense Overtime(30/hour) Brochure Billboard Accessory decolate Member card Speacial food set Total Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 1,800 1,300 850 200 4,500 1,750 10,400 Total 1,800 1,300 850 200 4,500 1,750 10,400

Market expense year 2014
Expense Overtime(30/hour) Brochure Billboard Accessory decolate Coupon Jan 1,800 Feb 63,000 Mar 63,000 Apr 63,000 May 63,000 Jun 63,000 Jul 63,000 Aug 63,000 Sep 63,000 Oct 63,000 Nov 63,000 Dec 1,800 1,800 450 250 300 Total 633,600 1,800 450 250 300

Total

1,800

63,000

63,000

63,000

63,000

63,000

63,000

63,000

63,000

63,000

63,000

4,600

636,400

Market expense year 2015
Expense Overtime(30/hour) Brochure Billboard Accessory decolate Coupon Jan 1,800 Feb 63,000 Mar 63,000 Apr 63,000 May 63,000 Jun 63,000 Jul 63,000 Aug 63,000 Sep 63,000 Oct 63,000 Nov 63,000 Dec 1,800 2,000 550 300 1,000 Total 633,600 2,000 550 300 1,000

Total

1,800

63,000

63,000

63,000

63,000

63,000

63,000

63,000

63,000

63,000

63,000

5,650

637,450

Market expense year 2016
Expense Overtime(30/hour) Brochure Billboard Accessory decolate Coupon Jan 1,800 Feb 63,000 Mar 63,000 Apr 63,000 May 63,000 Jun 63,000 Jul 63,000 Aug 63,000 Sep 63,000 Oct 63,000 Nov 63,000 Dec 1,800 1,500 600 100 1,000 Total 633,600 1,500 600 100 1,000

Total

1,800

63,000

63,000

63,000

63,000

63,000

63,000

63,000

63,000

63,000

63,000

5,000

636,800

Market expense year 2017
Expense Overtime(30/hour) Brochure Billboard Accessory decolate Coupon Jan 1,800 Feb 63,000 Mar 63,000 Apr 63,000 May 63,000 Jun 63,000 Jul 63,000 Aug 63,000 Sep 63,000 Oct 63,000 Nov 63,000 Dec 1,800 1,200 480 250 500 Total 633,600 1,200 480 250 500

Total

1,800

63,000

63,000

63,000

63,000

63,000

63,000

63,000

63,000

63,000

63,000

4,230

636,030

Market expense year 2018
Expense Overtime(30/hour) Brochure Billboard Accessory decolate Coupon Jan 1,800 Feb 63,000 Mar 63,000 Apr 63,000 May 63,000 Jun 63,000 Jul 63,000 Aug 63,000 Sep 63,000 Oct 63,000 Nov 63,000 Dec 1,800 1,100 700 450 650 Total 633,600 1,100 700 450 650

Total

1,800

63,000

63,000

63,000

63,000

63,000

63,000

63,000

63,000

63,000

63,000

4,700

636,500

** He is chef in La Lan Ta Bar & Restaurant

3.7 Marketing Expense Sale promotion is on chosen festival by LaLanTa bar & restaurant Grand opening Day and in 31 Dec. 2013 “New Year’s Day in 2013”

Brochure  The first year of open LaLanTa bar & restaurant provide the event to celebrate the grand opening LaLanTa bar & restaurant under the concept “Join together” In 31 Dec. 2013 “New Year’s Day in 2013”   The promotion for grand opening are the customer The main objective of this arrangement is to promote is to promote LALANTA bar and restaurant make the customer attend to our business Cost of create New Year Day 2013      New Year Day 2013 Billboard Size 3.5×1.2 m include service is 850 Baht Handbill × 200 pieces include service is 1,300 baht Accessory decorated is 200 baht Member card is 15 piece 4,500 baht Special food set is 10 set 1,750 baht

1 year anniversary of LaLaTa bar & restaurant event in 2014

It approaches the LaLanTa bar & restaurant and New Year Day on December 31, 2014. The main objective of this arrangement is to; 1. To make a good memory for customer those support our restaurant 2. To say thank you to all customer who join and trust our service 3. To attract new customer

On December 31, 2014 in concept “Let’s celebrate”, the expenses of the customer are about 499 baht per person. This package is consists with cocktail buffet and customer can drink many kinds of cocktail that our restaurant prepares for the customer.

Cost for create New Year Day event 2014     New Year Day Vinyl Billboard Size 50 x 150 CM x 3 include service is 450 baht Handbill x 300 pieces include service is 1,800 baht Accessory is 250 baht Coupon 30 piece is 300 So, the total cost for New Year Day event in 2014 is 2,800 baht

2 year anniversary of Cherbet House and Valentine’s Day Event in 2015

It approaches the third year, LaLanTa bar celebrate second year anniversary of LaLanTa bar & restaurant and New Year Day, which is concept “Familiar Party” The main objective of this arrangement is to; 1. Celebrate second year anniversary and promote the LaLanTa bar & restaurant make the customer impressed in our business. 2. To make more familiar with the customer. 3. To attract the new customers. 4. To make a good impression for old and new customer. On December 31,201, This package is consists the customer that have many points in member card, the customer can cooking the favorite foods with the professional chief of LaLanta bar & restaurant. We will have activity under name “Familiar Party”.

Cost for create New Year Day event 2015     New Year Day Vinyl BillboardSize 50 x 150 CM x 2 include service is 550 baht Handbill x 300 pieces include service is 2,000 baht Accessory decorate 300 baht Gift is 1,000 baht

So, the total cost for Valentine’s Day event in 2015 is 1,350 baht.

3.8 Conclusion in market feasibility From general environment analysis, the political still have factor effecting continuously to the last year both of the protesters and the changed of government policy. All of these are effect to the investment and many companies while doing business. But in the next year the situation of political will be better. In term of economic tend to be good by the expending of GDP in next year. In sociality analysis, value is becoming influence in social group. Whentarting interesting something in one group so, the other group will rapidly follow. Then when we analysis it make we know how to do the promotion, what product we should to serve in the market. Moreover, one thing which important is technology because it will facilitate when doing business that now it always changed and development so, the entrepreneur have to follow and adapt to suit with trend in order to gain the competitive advantage. We are now having 4 direct competitors in Chiang Rai who doing bakery shop. That areWork@home café, Layla, U-Ho and Le patit who located around downtown of Chiang Raiandselling similarly product as our shop. Moreover there are 2 indirect competitors like Era127 and Swensene where sale some kinds of desert like our bakery. We have analyzed product, price, place and promotion and comparable about where is sale the highest price and the testy of product, how they do the promotion and what their target group. From now on, Work@homecafé is very good in product but they focus the foreigner to be the target group. So it make LePatit is the strengthen competitor for us now both of quality testy of product and price. For customer analysis, we focus on the downtown in chiangrai first by focus on lifestyles or behavior that he like or dislike about bakery. For competitive analysis, in Chiang Rai now there 4 competitors. It means there have high competitive also, so the company have to find the strategy which can gain the completive advantage like making differentiate from other competitors. About our target group, we divided into 4 segmentations as such University student, High School student, Tourist and Officer. In University student and High school student we classified by Behavioral segmentation who are really like to eat bakery and also have power of purchasing. But in Tourist and Officer we classified by Buyer readiness who have more of power of purchasing.

Our positioning is clearly as studio of enjoyable eating beautiful testy bakery. The customer can create social and using time of happiness in there. Marketing mix, we have 9 types of product which provide different styles as the customer want and create value to the customer by get them involve by have one menu for the customer can do it themselves. About Pricing, we set on Cost base pricing and also compare with competitors and also think about the maximum rat the customer willing to pay. So, we will not have sell promotion. But tend to promote by using Pull strategy instead. In the point of Sale Forecast, we estimate base on the sampling of population who are the interviewee 200 people divided to University student 100 and School student 100.So, University student who really like to eat bakery is 28% and School student who really like is 37%. And also, the tourist target we forecast 5% base on face information and the officer who the last target group we forecast 7% base on face information too. So, the forecast sale will get totally 2,257,265 Baht in the first year and it will increase 5%, 10 %, 15%, and 20% in the next 4 years regularly. The last one in marketing expense, it will different in each year because we will focus on the special day promotion in each year. So, it depends on our each styles of promotion in each year. So, the program and the expense have showed like above which on the February month will have much of expense because it will be the grand opening of our shop and also have a valentine day too.

Chapter 4 Investment Analysis
4.1 Pre – Operating Cost 4.1.1 Activity expected times Activity A B C D E F G H I description Study project feasibility Initial paperwork Rent building Hiring building contractor and Purchase material Improve and interior decoration the building Finish to Improve and interior decoration the building Hiring and Train to employee Open the restaurant Advertise the restaurant Immediate Predecessors --A A B B B,C E,F G D,G Completion Time (weeks) 8 4 2 2 20 1 4 1 1

   

A critical path is a path of activities, from the start node to the finish node, with 0 slack times. Critical path is A, B, E, G, and H. The project completion time equals the maximum of the activities’ earliest finish time. Project completion time is 37 weeks.

4.1.2 Pre Operating Cost 4.1.2.1 Cost of request electric

Cost of setting telephone number 3BB WIFI internet 16 M (Setting price) Cost of insurance and install UBC True vision (Gold Package) Total cost of electric
4.1.2.2 Cost of Commercial Registration

300 3,790 2,000 6,090

We register at Department of business development in Chiang Rai by register is business one owner. Pay only register fee 5o baht and tax payment as same as normal person by pay two times a years. Source: http://www.dbd.go.th/mainsite/index.php?id=659

Pre operating expense Pre operating expense Total cost of request electric Cost of Commercial Registration Prepaid rental land Total Initial 6,090 50 30,000 36,140

4.1.2.3. Cost of layout

Total cost of restaurant Total cost of kitchen Total cost of counter Total cost of toilet Total cost of outdoor zone Total cost of storeroom Total equipment

359,350 146,540 34,418 43,600 22,900 6,756 612,184

4.1.2.4. Direct labor cost

Administrator Manager Accountant Cashier Chef Chef assistant Waiter (per hour @ 6×30Baht) Bartender Receptionist Cleaners Security guard (per hour @ 6 hour) musician Total

15,000 9,000 9,000 14,000 20,000 30,000 54,000 15,000 14,000 21,000 7,000 30,000 238,000

 Summary
Pre-operation Cost Cost of request electric Cost of Commercial Registration Prepaid rental land Cost of layout Direct labor cost Total

6,090 50 30,000 612,184 238,000 886,324

4.2 Cost of Investment
4.2.1 Building

LaLanTa Bar and Restaurant will hire the constructer for add and more decorate out door in second floors. It is 847/1-2 Robwieng district, Mueang, Nong Bua road, Chaing Rai province 57000. The building has two blocks, three floors and has 50 square two-meters. Mr.Sanguan Khumpluy Tel.089-5522484who evaluates the building like this table.

Core building 1 2 3 4 5 6 7 8 9 10 Concrete surface is oily 1 floor (granite) Concrete surface is oily 2 floor and stairs Pillar and cupola Masonry wall plaster (50 kg/1bag) Big door Small door Sewage system toilets and bathroom Electricity Color small Concrete in front of the store Total

Quantity 96 96 m*m m*m m*m m*m unit unit unit unit pail m

Per once 98 98

Total 9,408 9,408

500 3 5 8 30 4 8

130 11,000 3,500 450 470 750 189 92,828

1,300 33,000 17,500 3,600 14,100 3,000 1,512

4.2.2 Tool/Equipment  Restaurant Restaurant is a very important in doing our business to preparing and Serve Food, drink and dessert to customers. Restaurant zone include cabinet, counter bar, air condition, fan, table and chair, television, sofa, etc.

Equipment cabinet counter bar air condition Fan Pocket PC Table, chair Plug television Sofa Stereo Vase Microphone Tablecloth Band

Unit 1 1 6 5 6 8 3 2 3 2 12 2 10 m. 1 Total

price 350 30,000 15,000 1,200 5,900 10,000 100 18,000 8,000 9,900 50 350 80 30,000 per month

total 350 30,000 90,000 6,000 35,400 80,000 300 36,000 24,000 19,800 6,000 700 800 30,000per month 359,350

Kitchen The kitchen zone includes with many equipments in cooking by chef. So, restaurant

zone is very important to own business. Manager and employees should attend it

Equipment Kettle Churn Mortar Refrigerator Microwave Electric rice cooker Knife Prong Oven Gas stove Cooker hood Bowl, plate Glass Sink Pot, pan Chopping block Cooking counter

Unit 2 2 1 2 1 3 5 dozen 5 dozen 1 2 1 5 dozen 5 dozen 1 Pot 10 Pan 10 3 1 Total

Price 300 550 200 30,000 1,200 1,300 250 150 3,500 800 20,000 1,200 400 2,000 450 250 180 35,000

Total 600 1,000 200 60,000 1,200 3,900 1,250 750 3,500 1,600 20,000 6,000 2,000 2,000 4,500 2,500 540 35,000 146,540

Courter The courter zone should have important equipment in doing the restaurant and this

zone is the main of restaurant in interact with customers such as cashier machine, telephone, pen, and etc.

Equipment Telephone/Fax Computer Printer Pen Bill Cashier machine Calculator Fire extinguishers

Unit 1 1 1 2 Dozen 2 dozen 1 5 2 Total

Price 1,800 12,000 1,500 49 70 17,000 100 690

Total 1,800 12,000 1,500 98 140 17,000 500 1,380 34,418

Toilet Toilet is very important in restaurant for comfortable of customers that come to

restaurant and the important thing is toilet in restaurant is cleaning.

Equipment Mirror Water closet Rinsing spray washbasin Bidet

Unit 8 8 8 8 4
Total

Price 300 1,500 200 1,400 500

Total 2,400 12,000 16,000 11,200 2,000 43,600

Outdoor zone

Equipment Dining table Swing Umbrella Tree

Unit 5 1 4 10
Total

Price 2,500 7,500 600 50

Total 12,500 7,500 2,400 500 22,900

Store room Store room is keeping all of tool, equipment, and many material that need to use in

the restaurant. The equipment in the store is tool and equipment of cleaning such as Dustpan, Sunlight, Cleaner bathroom, Wood dust, and etc.

Equipment Dustpan Toilet brush scotch brite Sunlight Broom Cleaner bathroom Swab Wood dust Glass cleaner Tissue paper Tripe Liquid floor

Unit 2 2 2 5 2 3 4 2 20 pack 10 dozen 2
Total

Price 60 60 60 120 40 1,000 25 59 79 80 59

Total 120 120 120 600 80 3,000 100 118 1,580 800 118 6,756

Summary Cost of layout Total cost of restaurant Total cost of kitchen Total cost of counter Total cost of toilet Total cost of outdoor zone Total cost of storeroom Total equipment 359,350 146,540 34,418 43,600 22,900 6,756 612,184

4.3Cost of goods sold 4.3.1 Cost of product Manu Curry-fried Salmon Black Cod with coconut milk soup sauce Tuna Thai salad with lemon grass and mint Bacon Thai Salad Pasta with northern Thai sausage Fried pork with pickled bean curd sauce Salmon roe Papaya salad Spicy Salmon and shrimp salad Spaghetti with Hot and sour soup sauce Spaghetti with spicy seafood Ham Cheese Spring rolls Mango Yogurt smoothies Banana Flambe& Ice Cream Ice-cream Mango with sticky rice Durian cheese cake Tom Yum Koong Pad Thaiwith fresh shrimp Green curry with chicken Satay Massaman Ice Water The Sidecar The Manhattan On the Rocks Martinis & Other up Drinks The Mai Tai Price ฿459.00 ฿349.00 ฿239.00 ฿269.00 ฿249.00 ฿169.00 ฿259.00 ฿289.00 ฿249.00 ฿249.00 ฿169.00 ฿129.00 ฿119.00 ฿179.00 ฿249.00 ฿189.00 ฿129.00 ฿189.00 ฿89.00 ฿189.00 ฿15.00 ฿15.00 ฿159.00 ฿159.00 ฿159.00 ฿159.00 ฿159.00 Cost ฿250.00 ฿150.00 ฿100.00 ฿125.00 ฿120.00 ฿70.00 ฿101.00 ฿108.00 ฿104.00 ฿100.00 ฿59.00 ฿49.00 ฿39.00 ฿45.00 ฿110.00 ฿89.00 ฿59.00 ฿65.00 ฿32.00 ฿35.00 ฿3.00 ฿3.00 ฿85.00 ฿90.00 ฿95.00 ฿85.00 ฿85.00

4.3.2 Direct Material in Restaurant No. 1 2 3 4 5 6 7 8 9 Ingredients Banana blossom Mace Sugar Scallion Galangal Sablefish Potato Shallot Tuna Fish Roasted cumin seeds Bacon Tofu yee Clove Lemon Balm Chinese alcohol Cinnamon Lettuce Sesame oil Wheat Flour Corn Flour kg 1 fruit 1 pack 25 kg 1 kg 1 kg 1 kg 1 kg 1 kg 1 kg Price ฿25.00 ฿20.00 ฿567.00 ฿30.00 ฿25.00 ฿1,000.00 ฿70.00 ฿50.00 ฿30.00 ฿25.00 ฿130.00 ฿75.00 ฿25.00 ฿25.00 ฿190.00 ฿25.00 ฿14.00 ฿75.00 ฿65.00 ฿300.00 No. 39 40 41 42 43 44 45 46 47 Ingredients Fresh Mushrooms Dried Shrimp Onion Asparagus Lemon Sauasge Cheese Papaya Ham Pasta kg 1 kg 1 kg 1 kg 1 kg 1 fruit 1 kg 1 kg 1 pack 400 g Price ฿70.00 ฿340.00 ฿20.00 ฿50.00 ฿3.50 ฿160.00 ฿10.00 ฿195.00 ฿75.00 ฿22.00 ฿500.00 ฿184.00 ฿20.00 ฿95.00 ฿58.00 ฿60.00 ฿30.00 ฿170.00 ฿10.00 ฿30.00

10 11 12 13 14 15 16 17 18 19 20

1 pack 1 pack half kg 1g 1g 1 bottle 1g 1 kg 1 bottle 1 pack 1 kg

48 49 50 51 52 53 54 55 56 57 58

Tomatoes Cheddar Cheese Mushroom sauce Lentils Eggs Pepper Peanut Mussels Shrimp Parsley Stir-Fried Rice Noodle

1 kg 1 kg 6000 cc 1 pack 1 pack 4500 cc 1 kg 1 kg 1 kg 1 pack 1 kg

21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38

Vanilla powder Mango Milk Paprika Durian Baking Powder Salmon Banana Butter Salmon Roe Yogurt Margarine Lime Leaves Acacia Pennata Cauliflower Wiping Cream Basil Garlic

1 kg 1 kg 1 bottle 1 kg 1 fruit 1 pack 1 kg 1 hand 1 kg 500 g 1 kg 1 kg 1 pack 1 pack 1g 1 bottle 1 pack 1 kg

฿345.00 ฿60.00 ฿150.00 ฿140.00 ฿70.00 ฿75.00 ฿570.00 ฿70.00 ฿130.00 ฿1,590.00 ฿60.00 ฿55.00 ฿15.00 ฿20.00 ฿22.00 ฿129.00 ฿13.00 ฿40.00

59 60 61 62 63 64 65 66 67 68 69 70 71 72 73 74 75 76

Fish Beef Tofu Yellow Squid Pork Pickle Turnip Carrot Spaghetti Chicken Groung Dried Chilies Baby Corn Eggplant Bean Sprounts Ginger Straw Mushrooms Soy Oil Lemongrass Rices

1 kg 1 kg 1 piece 1 kg 1 kg 1 kg 1 kg 400 g 1 kg 1 kg 1 pack 1 kg 1 kg 1 kg 1 kg 1 pack 1 kg 1 sack

฿150.00 ฿200.00 ฿8.00 ฿140.00 ฿130.00 ฿14.00 ฿25.00 ฿75.00 ฿73.00 ฿55.00 ฿8.00 ฿10.00 ฿30.00 ฿55.00 ฿30.00 ฿51.00 ฿45.00 ฿1,500.00

Chapter 5 Operation cost
5.1 Product characteristic Thai food Thai food is internationally famous. Whether chili-hot or comparatively bland, harmony is the guiding principle behind each dish. Thai cuisine is essentially a marriage of centuries-old Eastern and Western influences harmoniously combined into something uniquely Thai. Characteristics of Thai food depend on who cooks it, for which it is cooked, for what occasion, and where it is cooked. Dishes can be refined and adjusted to suit all palates. Manu Tom Yum Koong Price 189

Pad Thai with fresh shrimp

129

Green curry with chicken

189

Satay

89

Massaman

189

Thai-Fusion food Fusion cuisine combines elements of various culinary traditions while not fitting specifically into any. The term generally refers to the innovations in many contemporary restaurant cuisines since the 1970s. While fusion cuisine is a general term for the combination of various forms of cookery, the concept can take several forms. One approach is regional fusion that combines the cuisine of a region or sub-region into a single eating experience. Of these sorts, Asian fusion restaurants have become popular in many parts of the United States, often featuring Indian, East Asian, and South-East Asian dishes alongside one another and offering dishes that are inspired combinations of such cuisines.

Manu Curry-fried Salmon 459

Price

Black Cod with coconut milk soup sauce

349

Tuna Thai saladwith lemon grass and mint

239

Bacon Thai Salad

269

Pasta with northern Thai sausage

249

Fried pork with pickled bean curd sauce

169

Salmon roe Papaya salad

259

Spicy Salmon and shrimp salad

289

Spaghetti with Hot and sour soup sauce

249

Spaghetti with spicy seafood

249

Ham Cheese Spring rolls

169

BananaMango Yogurt smoothies

129

Banana Flambe & Ice Cream

119

Ice-cream Mango with sticky rice

179

Durian cheese cake

249

Counter Bar A bar is a retail business establishment that serves alcoholic drinks such as beer, wine, liquor, and cocktails for consumption on the premises. Bars provide stools or chairs that are placed at tables or counters for their patrons. Some bars have entertainment on a stage, such as a live band, comedians, go-go dancers, or strippers. Bars which offer entertainment or live music are often referred to as music bars or nightclubs. Types of bars range from dive bars to elegant places of entertainment for the elite.

Manu The Sidecar 159

Price

The Manhattan

159

On the Rocks

159

Martinis & Other up Drinks

159

The Mai Tai

159

Manu of LALANTA bar and restaurant to be fusion style by mix Thai food and foreign food. So, it will get the new test of full-flavored. The differentiate style, it is beautiful look. Now, we have 10 Manu in Thai fusion food, 5 famous Thai foods and top five cocktail manu. Which we have planned to create new Manu every 1 month and design to adapt with season for food. However, we create to set of food that the customer can choose set of food with themselves. We have shown to process of cook for customer can see to process, quality of material and Cleanliness of cooking.

Source;
           %B8%A1%E0%B8%AD%E0%B8%A3%E0%B9%8C_1.jpg http://www.isriya.com/node/2958/dining-at-centara-grand http://thaifoodcookbook.blogspot.com/2009/03/blog-post_08.html http://variety.teenee.com/foodforbrain/9540.html http://www.sharp-weeclub.com/blog/blogger.aspx?page=2&id=3 http://www.mglobemall.com/directories/dining/id/6991/Mix-Restaurant-and-Bar http://map.longdo.com/node/482781?size=original&locale=en http://lekkathaifood.blogspot.com/2012/01/blog-post_19.html http://www.facebook.com/note.php?note_id=410213254972 http://iamcooking-thaifood.blogspot.com/2011/05/blog-post_03.html http://xn--l3cgn0a6euf.blogspot.com/2011/08/blog-post_18.html

5.2. Product/service process 5.2.1. Supplier Company Pork, Eggs CP ALL PUBLIC COMPANY LIMITED ChiangmaiLumpang Road T.Fahham Muang, Chiangmai Saha farm Chiangrai Chockcharean Market T. Tasai, Muang, chiang Rai Siam Makro Chaing Rai 12 Moo7 T. Bandu, Muang, Chiang Rai 57100 Tel. 053703-688 SINGHA CORPORATION Co., Ltd. 444/1 Moo.2,Muang,chianh Rai 57100 Sakol Icehouse 8/3 Chiang Rai- Weingchai Road. T. Weing, Muang, chiang Rai Amonphan Chiang Rai limited partnership 111/3-5 Nongbua Road, Weing, Muang, Chiang rai57000 Tel. 053711-720 Chiang Rai Winery limited 160 T. Sritoi , Maesaluay, Chiang Rai 57180 Tel 053950257 Seafood, Salmon, Seasoning, Spices, Meat Chicken Vegetables, Fruits Product

Drinking Water

Ice

Alcohols, Cocktails

Wine

Banana blossom

Shallot

Wheat Flour

Scallion

Bacon

Mango

Lemon Balm Potato

Durian

Lettuce Roasted cumin seeds

Pepper

Sablefish Clove

Fresh mushrooms

Tuna Fish Cinnamon Asparagus

Tofu yee Sugar Papaya

Mace

Chinese alcohol Tomatoes

Galangal

Sesame oil

Lentils

Spring rolls

Ginger

Peanut

Mussels

Lemongrass

Shrimp Dried shrimp

Parsley

Fish Lemon

Beef

Squid Ham

Pork

Spaghetti Cheddar cheese

Chicken

Baby Corn

Eggplant

Eggs

Straw mushroom

Stir-Fried Rice Noodle

Tofu yellow

Pickle turnip

Ground dried chilies

Bean sprouts

Chinese chi

5.2.3 Serviceprocess

5.3. Location and Layout 5.3.1. Building LaLanTa Bar and Restaurant will hire the constructer for add and more decorate out door in second floors. It is 847/1-2 Robwieng district, Mueang, Nong Bua road, Chaing Rai province 57000. The building has two blocks, three floors and has 50 square two-meters. Mr.Sanguan Khumpluy Tel.089-5522484 who evaluates the building like this table.

Core building 1 2 3 4 5 6 7 8 9 10 Concrete surface is oily 1 floor (granite) Concrete surface is oily 2 floor and stairs Pillar and cupola Masonry wall plaster (50 kg/1bag) Big door Small door Sewage system toilets and bathroom Electricity Color small Concrete in front of the store Total

Quantity 96 96 m*m m*m m*m

Per once 98 98 9,408 9,408

500 3 5 8 30 4 8

m*m 130 unit 11,000 unit 3,500 unit 450 unit 470 pail 750 m 189 92,828

1,300 33,000 17,500 3,600 14,100 3,000 1,512

La Lan Ta Bar&Restaurant 85

LALANTA bar and restaurant

Hah Yek Phor Khun

5.3.2 Dimension of Restaurant LaLanta bar and restaurant is a Thai modern style. The outside of building use white and brown color for appropriate with Thai style. This style will make customers who come in LaLanta bar and restaurant feel good and warm like they stay their home. Therefore, LaLanta bar and restaurant have 2 floors and in could to restaurant, kitchen room, counter, bar, outdoor, stage and toilet.

La Lan Ta Bar&Restaurant 86

1st Floor: There are 5 zones: restaurant, kitchen, counter, stage and toilet zones.

La Lan Ta Bar&Restaurant 87

2nd Floor: there are 5 zones: restaurant, counter, outdoor, bar and toilet.

Outdoor

La Lan Ta Bar&Restaurant 88

5.4. Tools / Equipments 5.4.1 Restaurant Restaurant is a very important in doing our business to preparing and Serve Food, drink and dessert to customers. Restaurant zone include cabinet, counter bar, air condition, fan, table and chair, television, sofa, etc. Equipment cabinet Unit 1 price 350 total 350

counter bar

1

30,000

30,000

air condition

6

15,000

90,000

fan

5

1,200

6,000

Pocket PC

6

5,900

35,400

Table, chair

8

10,000

80,000

Plug

3

100

300

La Lan Ta Bar&Restaurant 89

television

2

18,000

36,000

sofa

3

8,000

24,000

Stereo

2

9,900

19,800

Vase

12

50

6,000

Microphone

2

350

700

Tablecloth

10 m.

80

800

Band

1

30,000 per month

30,000 per month

Total

359,350

La Lan Ta Bar&Restaurant 90

5.4.2. Kitchen The kitchen zone includes with many equipments in cooking by chef. So, restaurant zone is very important to own business. Manager and employees should attend it

Equipment Kettle

Unit 2

Price 300

Total 600

Churn

2

550

1,000

Mortar

1

200

200

Refrigerator

2

30,000

60,000

Microwave

1

1,200

1,200

Electric rice cooker

3

1,300

3,900

Knife

5 dozen

250

1,250

Prong

5 dozen

150

750

La Lan Ta Bar&Restaurant 91

Oven

1

3,500

3,500

Gas stove

2

800

1,600

Cooker hood

1

20,000

20,000

Bowl, plate

5 dozen 5 dozen 1

1,200

6,000

Glass

400

2,000

Sink

2,000

2,000

Pot, pan

Pot 10 Pan 10

450 250

4,500 2,500 540

Chopping block

3

180

Cooking counter

1

35,000

35,000

Total

146,540

La Lan Ta Bar&Restaurant 92

5.4.3. Courter The courter zone should have important equipment in doing the restaurant and this zone is the main of restaurant in interact with customers such as cashier machine, telephone, pen, and etc. Equipment Telephone/Fax Unit 1 Price 1,800 Total 1,800

Computer

1

12,000

12,000

Printer

1

1,500

1,500

Pen

2 Dozen

49

98

Bill

2 dozen

70

140

Cashier machine

1

17,000

17,000

Calculator

5

100

500

Fire extinguishers

2

690

1,380

Total

34,418

La Lan Ta Bar&Restaurant 93

5.4.4. Toilet Toilet is very important in restaurant for comfortable of customers that come to restaurant and the important thing is toilet in restaurant is cleaning. Equipment Mirror Unit 8 Price 300 Total 2,400

Water closet

8

1,500

12,000

Rinsing spray

8

200

16,000

washbasin

8

1,400

11,200

Bidet

4

500

2,000

Total

43,600

5.4.5 Outdoor zone Equipment Dining table Unit 5 Price 2,500 Total 12,500

Swing

1

7,500

7,500

La Lan Ta Bar&Restaurant 94

Umbrella

4

600

2,400

Tree

10

50

500

Total 5.4.6. Store room

22,900

Store room is keeping all of tool, equipment, and many material that need to use in the restaurant. The equipment in the store is tool and equipment of cleaning such as Dustpan, Sunlight, Cleaner bathroom, Wood dust, and etc. Equipment Dustpan Unit 2 Price 60 Total 120

Toilet brush scotch brite

2

60

120

Sunlight

2

60

120

Broom

5

120

600

Cleaner bathroom

2

40

80

La Lan Ta Bar&Restaurant 95

Swab

3

1,000

3,000

Wood dust

4

25

100

Glass cleaner

2

59

118

Tissue paper

20 pack

79

1,580

Tripe

10 dozen

80

800

Liquid floor

2

59

118

Total Summary Cost of layout Total cost of restaurant Total cost of kitchen Total cost of counter Total cost of toilet Total cost of outdoor zone Total cost of storeroom Total equipment 5.5.1. WIFI Cost of request electric Cost of setting telephone number 3BB WIFI internet 16 M (Setting price) Cost of insurance and install UBC True vision (Gold Package) Total cost of electric 300 3,790 2,000 6,090 359,350 146,540 34,418 43,600 22,900 6,756 612,184

6,756

La Lan Ta Bar&Restaurant 96

5.5.2

Pocket PC  Pocket PC: it is receiving orders that help faster service when some case have many customers but it can order before have a seat. Price 5,900 baht that we will buy 6 pocket PC.

Equipment Pocket Pc Total

unit 6

Price 5,900 35,400

La Lan Ta Bar&Restaurant 97

Chapter 6 Administration Cost
6. Administration analysis 6.1 Employee salary Our restaurant needs 10 positions of employee in Chiang Rai. According to the lowest wage of Chiang Rai year 2013 is 250 baths, we define employee’s wage to achposition as follower;

31 Dec 2013 and Year 2014 No. Vacancy

Quantity

1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11.

Administrator Accountant Cashier Chef Chef assistant Waiter (per hour @ 7×30Baht) Bartender Receptionist Cleaners Security guard(per hour @ 7 hour) musician Total

1 1 1 1 2 6 1 1 2 1 4 21

Salary per person 15,000 9,000 7,000 20,000 15,000 6,300 15,000 7,000 7,000 5,500 7,500 114,300

Total salary per month 15,000 9,000 7,000 20,000 30,000 37,800 15,000 7,000 14,000 5,500 30,000 190,300

La Lan Ta Bar&Restaurant 98

Year 2015 No.

Vacancy

Quantity

1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11.

Administrator Accountant Cashier Chef Chef assistant Waiter (per hour @ 7×30Baht) Bartender Receptionist Cleaners Security guard(per hour @ 7 hour) musician Total

1 1 1 1 2 6 1 1 2 1 4 21

Salary per person 15,000 9,000 7,000 20,000 15,000 6,300 15,000 7,000 7,000 5,500 7,500 114,300

Total salary per month 15,000 9,000 7,000 20,000 30,000 37,800 15,000 7,000 14,000 5,500 30,000 190,300

La Lan Ta Bar&Restaurant 99

After ASEAN Economic Community begin Forcase economic will increas. So, we will increase salary to our employees about 5% Year 2016 No. Vacancy Quantity Salary per person 15,750 9,450 7,350 21,000 15,750 6,615 15,750 7,350 7,350 5,770 7,875 142,375 Total salary per month 15,750 9,450 7,350 21,000 31,500 39,690 15,750 7,350 14,700 5,770 31,500 197080

1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11.

Administrator Accountant Cashier Chef Chef assistant Waiter (per hour @ 7×30Baht) Bartender Receptionist Cleaners Security guard(per hour @ 7 hour) musician Total

1 1 1 1 2 6 1 1 2 1 4 21

La Lan Ta Bar&Restaurant 100

Year 2017 No.

Vacancy

Quantity

1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11.

Administrator Accountant Cashier Chef Chef assistant Waiter (per hour @ 7×30Baht) Bartender Receptionist Cleaners Security guard(per hour @ 7 hour) musician Total

1 1 1 1 2 6 1 1 2 1 4 21

Salary per person 15,750 9,450 7,350 21,000 15,750 6,615 15,750 7,350 7,350 5,770 7,875 142,375

Total salary per month 15,750 9,450 7,350 21,000 31,500 39,690 15,750 7,350 14,700 5,770 31,500 197080

La Lan Ta Bar&Restaurant 101

Year 2018 No. Vacancy Quantity Salary per person 15,750 9,450 7,350 21,000 15,750 6,615 15,750 7,350 7,350 5,770 7,875 142,375 Total salary per month 15,750 9,450 7,350 21,000 31,500 39,690 15,750 7,350 14,700 5,770 31,500 197080

1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11.

Administrator Accountant Cashier Chef Chef assistant Waiter (per hour @ 7×30Baht) Bartender Receptionist Cleaners Security guard(per hour @ 7 hour) musician Total

1 1 1 1 2 6 1 1 2 1 4 21

La Lan Ta Bar&Restaurant 102

6.2 Job description Manager Job Requirement             Accountant Job Requirement            Bachelor’s degree of accounting management. Has an experience with restaurant at least 2 years. High responsibility. Good in computer skill. Have the honesty. Never do mistake oflaw. At least 25 years old. Bachelor’s Degree of Business Administration. Has an experience with restaurant at least 2 years. Good English communication. Good service mind and relationship. At least 25 years old. Can flexibility time on holiday. High responsibility. Good Leadership. Good team work.

Job description Coordination with every department in bar and restaurant. Good managementand can control every department effectively. Take care of subordinate and standard of Bar and restaurant.

Job description Manage financial of restaurant. Manage to expend, income and profit. Check the money after the restaurant closes. Summary about income of product every day.

La Lan Ta Bar&Restaurant 103

Cashier Job Requirement           Chef Job Requirement         Chef assistant Job Requirement     At least High school. Has an experience with cooking at least 1 year. Love to learn for develop new skills. At least 20 years old. Have certificated of cooking. Has an experience with restaurant at least 3 years. Has imagines andcreativity for made news product. If certificated of contest, we will special consider. Good leadership. Good team work. At least Vocational Certificate in accounting major. Has an experience with restaurant at least 2 years. High responsibility. Good in computer skill. Have the honesty. Never do mistake oflaw. At least 20 years old.

Job description Coordination with accountant. Take tax invoices for customer. Keep the money when the customers pay for product.

Job description Cook the food for customer needs. Creativity for made new Thai fusion food Manu.

La Lan Ta Bar&Restaurant 104

Job description     Support with Chef for Cook the food for customer order. Prepare material for Chef. Clean the kitchen room after the restaurant closes. Prepare material every day before the restaurant opened.

Waiter (per hour @ 7×30 Baht) Job Requirement         Bartender Job Requirement        Receptionist Job Requirement     At least Vocational Certificate. Good relationship. Good service mind. Good Thai and English language communication. La Lan Ta Bar&Restaurant 105 Have certificated and skill of drinking Cocktail. Creativity for made new Cocktail Manu. Have Knowledge about cocktail. At least High school. At least 18 years old. Good service mind and relationship. Good manners High endurance To be actual to solving problem.

Job description Prepare the food for dish up food to customer. Prepare place in the restaurant before time to open.

Job description Prepare the drink from the check list every day. Prepare the drink order. Clean around the water bar area. Check list of beverage before and after the restaurant closes.

Job description    Cleaners Job Requirement      At least middle school. Has the good communication skill. Hard-working. To take care the customer when they come in the restaurant. Check table when the customer come to the restaurant. Know every Manu in the restaurant and can recommend famous Manu.

Job description Prepare and clean the tool and wash dish in the kitchen. Clean the restaurant area every day after the restaurant closes.

Security guard (per hour @ 7 hour) Job Requirement       Musician Job Requirement         Have Music skill. Good singing. Good entertains to audiences. Good teamwork Good personality. Can flexibility time on Holiday. At least middle school Have the sport skills. Have the honesty in the work. Can flexibility time at night.

Job description Facilitate for customer. Manage for parking car for customer.

Job description Entertains to customer. Sing song and play music to customer. La Lan Ta Bar&Restaurant 106

6.3 Rental Free The buildings that we will rent have 2 floors. The size of room in the first floor is 8×12 meter and the second floor same the first floor. We have make contract agreement to rent the building for 1 by 1 year then we prepayment rental free at the beginning of January 2013 for 1 year with total cost of rental fee is 25,000×12=300,000 baht

6.4 Office expense

Year1
No.2014 1 2 3 4 5 6 7 Description Employee Salary Rental fee Electricity expense Water Expense Internet and Telephone expense Fire Insurance Training expense Total Base Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 190,300 190,300 190,300 190,300 190,300 190,300 190,300 190,300 190,300 190,300 190,300 190,300 190,300 25,000 25,000 25,000 25,000 25,000 25,000 25,000 25,000 25,000 25,000 25,000 25,000 25,000 2,000 2,500 2,300 3,200 2,900 2,300 1,900 2,100 2,400 2,800 2,500 2,400 260 180 250 270 300 170 190 230 260 170 160 210 1,600 2,300 1,500 1,900 1,700 2,000 1,400 1,800 2,200 1,900 2,100 2,400 2,500 2,500 0 0 0 0 0 0 0 0 0 0 0 10,000 0 0 0 0 0 0 0 0 0 10,000 0 0 227,800 221,660 220,280 219,350 220,670 220,200 219,770 218,790 219,430 220,160 230,170 220,060 220,310

Year2
No. 2015 Description 1 Employee Salary 2 Rental fee 3 Electricity expense 4 Water Expense 5 Internet and Telephone expense 6 Fire Insurance 7 Training expense Total Base Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 190,300 190,300 190,300 190,300 190,300 190,300 190,300 190,300 190,300 190,300 190,300 190,300 190,300 25,000 25,000 25,000 25,000 25,000 25,000 25,000 25,000 25,000 25,000 25,000 25,000 25,000 2,400 2,600 2,200 3,800 4,000 3,000 2,900 3,100 2,000 2,200 2,400 2,100 240 200 260 280 240 150 210 180 240 220 170 240 1,600 2,300 1,500 1,900 1,700 2,000 1,400 1,800 2,200 1,900 2,100 2,400 2,500 2,500 0 0 0 0 0 0 0 0 0 0 0 10,000 0 0 0 0 0 0 0 0 0 10,000 0 0 227,800 222,040 220,400 219,260 221,280 221,240 220,450 219,810 220,380 219,740 229,620 219,970 220,040

La Lan Ta Bar&Restaurant 107

Year3
No. 2016 Description Base Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 1 Employee Salary 197080 197080 197080 197080 197080 197080 197080 197080 197080 197080 197080 197080 197080 2 Rental fee 25,000 25,000 25,000 25,000 25,000 25,000 25,000 25,000 25,000 25,000 25,000 25,000 25,000 3 Electricity expense 2,500 2,100 2,400 3,900 3,500 3,200 2,700 3,200 2,100 2,300 1,800 1,600 4 Water Expense 230 250 220 260 250 250 270 230 250 220 180 250 5 Internet and Telephone expense 1,600 2,300 1,500 1,900 1,700 2,000 1,400 1,800 2,200 1,900 2,100 2,400 6 Fire Insurance 2,500 2,500 0 0 0 0 0 0 0 0 0 0 0 7 Training expense 10,000 0 0 0 0 0 0 0 0 0 10,000 0 0 Total 234580 228910 226730 226200 228140 227530 227530 226450 227310 226630 236500 226160 226330

Year 4
No. 2017 Description Base Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 1 Employee Salary 197080 197080 197080 197080 197080 197080 197080 197080 197080 197080 197080 197080 197080 2 Rental fee 25,000 25,000 25,000 25,000 25,000 25,000 25,000 25,000 25,000 25,000 25,000 25,000 25,000 3 Electricity expense 1,900 2,000 2,400 3,700 3,600 3,300 2,600 3,150 2,300 2,600 1,500 1,400 4 Water Expense 180 220 190 250 230 210 230 260 210 250 220 230 5 Internet and Telephone expense 1,600 2,300 1,500 1,900 1,700 2,000 1,400 1,800 2,200 1,900 2,100 2,400 6 Fire Insurance 2,500 2,500 0 0 0 0 0 0 0 0 0 0 0 7 Training expense 10,000 0 0 0 0 0 0 0 0 0 10,000 0 0 Total 234580 228260 226600 226170 227930 227610 227590 226310 227290 226790 236830 225900 226110

Year5
No. 2018 1 2 3 4 5 6 7 Description Employee Salary Rental fee Electricity expense Water Expense Internet and Telephone expense Fire Insurance Training expense Total Base
197080

Jan
197080

Feb
197080

Mar
197080

Apr
197080

May
197080

Jun
197080

Jul
197080

Aug
197080

Sep
197080

Oct
197080

Nov
197080

Dec
197080

25,000

2,500 10,000
234580

25,000 1,850 200 1,600 2,500 0
228230

25,000 2,100 190 2,300 0 0
226670

25,000 2,200 230 1,500 0 0
226010

25,000 3,500 210 1,900 0 0
227690

25,000 3,200 250 1,700 0 0
227230

25,000 3,400 230 2,000 0 0
227710

25,000 2,700 250 1,400 0 0
226430

25,000 3,450 230 1,800 0 0
227560

25,000 2,350 240 2,200 0 0
226870

25,000 2,400 240 1,900 0 10,000
236620

25,000 1,600 220 2,100 0 0
226000

25,000 1,400 240 2,400 0 0
226120

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6.5 Office investment and Depreciation expense Depreciation Year 1

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Depreciation Year 2

La Lan Ta Bar&Restaurant 110

Depreciation Year 3

La Lan Ta Bar&Restaurant 111

Deprecation Year 4

La Lan Ta Bar&Restaurant 112

Deprecation Year 5

La Lan Ta Bar&Restaurant 113

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Chapter 7 Financial Analysis
LaLanTa Bar & Restaurant Income Statement For the year ending December 31, 2013
Jan Sales Less:cost of good sold Gross profit Operating expense -Salaries expense -Marketing expense -Promote expense -Utilities expense -Income before tax (-) -Tax expense(10%) Total operating expense Net income 0 0 0 0 0 0 0 0 0 0 0 0 Feb 0 0 0 0 0 0 0 0 0 0 0 0 Mar 0 0 0 0 0 0 0 0 0 0 0 0 Apr 0 0 0 0 0 0 0 0 0 0 0 0 May 0 0 0 0 0 0 0 0 0 0 0 0 Jun 0 0 0 0 0 0 0 0 0 0 0 0 Jul 0 0 0 0 0 0 0 0 0 0 0 0 Aug 0 0 0 0 0 0 0 0 0 0 0 0 Sep 0 0 0 0 0 0 0 0 0 0 0 0 Oct 0 0 0 0 0 0 0 0 0 0 0 0 Nov 0 0 0 0 0 0 0 0 0 0 0 0 Dec 71,627 32,925 38,702 0 6,343 1,800 5,500 6,360 18,699 0 20,003 18,699 Year 1 71,627 32,925 38,702 0 6,343 1,800 5,500 6,360 18,699 0 20,003 18,699

LaLanTa Bar & Restaurant Income Statement For the year ending December 31, 2014
Jan Sales Less:cost of good sold Gross profit Operating expense -Salaries expense -Marketing expense -Promote expense -Utilities expense -Income before tax (-) -Tax expense (10%) Total operating expense Net income 338,216 152,648 185,568 0 190,300 1,800 5,500 6,360 -18,392 -1839.2 202,121 -16,553 Feb 330,990 147,820 183,170 0 190,300 63,000 4700 4,980 -79,810 -7981 254,999 -71,829 Mar 299,841 134,300 165,541 0 190,300 63,000 4700 4,050 -96,509 -9650.9 252,399 -86,858 Apr 342,262 152,655 189,607 0 190,300 63,000 4,500 5,370 -73,563 -7356.3 255,814 -66,207 May 351,711 156,269 195,442 0 190,300 63,000 4,250 4,900 -67,008 -6700.8 255,749 -60,307 Jun 323,716 143,776 179,940 0 190,300 63,000 4,500 4,470 -82,330 -8233 254,037 -74,097 Jul 295,013 130,890 164,123 0 190,300 63,000 4,000 3,490 -96,667 -9666.7 251,123 -87,000 Aug 279,884 124,539 155,345 0 190,300 63,000 4,000 4,130 106,085 10608.5 250,822 -95,477 Sep 282,897 127,738 155,159 0 190,300 63,000 4,500 4,860 107,501 -10750 251,910 -96,751 Oct 307,600 137,812 169,788 0 190,300 63,000 4,250 4,870 -92,632 -9263.2 253,157 -83,369 Nov 351,036 156,815 194,221 0 190,300 63,000 4,300 4,760 -68,139 -6813.9 255,546 -61,325 Dec 378,907 169,848 209,059 0 190,300 4,600 11,000 5,010 -1,851 -185.1 210,725 -1,666 Year 2 3,882,073 1,735,110 2,146,963 0 2,283,600 636,400 60,200 57,250 -890,487 -89,049 2,948,401 -801,438

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LaLanTa Bar & Restaurant Income Statement For the year ending December 31, 2015
Jan Sales Less:cost of good sold Gross profit Operating expense -Salaries expense -Marketing expense -Promote expense -Utilities expense -Income before tax(-) -Tax expense(10%) Total operating expense Net income 544,797 238,193 306,604 0 197,080 1,800 4,800 6,360 96,564 9656.4 219,696 86,908 Feb 540,532 235,922 304,610 0 197,080 63,000 4500 4,980 35,050 3505 273,065 31,545 Mar 542,519 236,539 305,980 0 197,080 63,000 4,000 4,050 37,850 3785 271,915 34,065 Apr 556,293 243,035 313,258 0 197,080 63,000 3,950 5,370 43,858 4385.8 273,786 39,472 May 540,776 235,225 305,551 0 197,080 63,000 3,950 4,900 36,621 3662.1 272,592 32,959 Jun 545,921 237,976 307,945 0 197,080 63,000 4,300 4,470 39,095 3909.5 272,760 35,186 Jul 547,423 239,485 307,938 0 197,080 63,000 3950 3490 40,418 4041.8 271,562 36,376 Aug 481,250 210,692 270,558 0 197,080 63,000 4250 4130 2,098 209.8 268,670 1,888 268,940 -14,201 269,550 -15,476 269,540 -11,321 Sep 453,608 198,869 254,739 0 197,080 63,000 4000 4860 -14,201 Oct 453,250 199,176 254,074 0 197,080 63,000 4600 4870 -15,476 Nov 460,640 202,421 258,219 0 197,080 63,000 4700 4760 -11,321 Dec 492,694 215,468 277,226 0 197,080 63,000 8000 5010 4,136 413.6 273,504 3,722 Year 3 6,159,703 2,693,001 3,466,702 0 2,364,960 636,800 55000 57250 294,692 33569 3,205,579 261,123

LaLanTa Bar & Restaurant Income Statement For the year ending December 31, 2016
Sales Less:cost of good sold Gross profit Operating expense -Salaries expense -Marketing expense -Promote expense -Utilities expense -Income before tax () -Tax expense(10%) Total operating expense Net income Jan 546,169 269164 277005 0 197,080 1800 4500 6360 67,265 6726.5 216,467 60,539 Feb 535,949 264107 271842 0 197,080 63000 3950 4980 2,832 283.2 269,293 2,549 Mar 556354 271086 285268 0 197,080 63000 4000 4050 17,138 1713.8 269,844 15,424 Apr 605020 300782 304238 0 197,080 63000 3950 5370 34,838 3483.8 272,884 31,354 May 561923 279038 282885 0 197,080 63000 3950 4900 13,955 1395.5 270,326 12,560 Jun 508678 258286 250392 0 197,080 63000 3950 4470 -18,108 -1810.8 266,689 -16,297 Jul 463166 238097 225069 0 197,080 63000 3950 3490 -42,451 -4245.1 263,275 -38,206 Aug 458759 234616 224143 0 197,080 63000 4700 4130 -44,767 -4476.7 264,433 -40,290 Sep 485070 246749 238321 0 197,080 63000 3850 4860 -30,469 -3046.9 265,743 -27,422 Oct 560848 273754 287094 0 197,080 63000 4500 4870 17,644 1764.4 271,214 15,880 Nov 672621 323851 348770 0 197,080 63000 4500 4760 79,430 7943 277,283 71,487 Dec 742032 356834 385198 0 197,080 4230 9300 5010 169,578 16957.8 232,578 152,620 Year 4 6696589 3316364 3380225 0 2,364,960 636030 55100 57250 266,885 26688.5 3,140,029 240,197

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LaLanTa Bar & Restaurant Income Statement For the year ending December 31, 2015
Jan Sales Less:cost of good sold Gross profit Operating expense -Salaries expense -Marketing expense -Promote expense -Utilities expense -Income before tax (-) -Tax expense(10%) Total operating expense Net income 607,524 267,352 340,172 0 197,080 1,800 4,500 6,360 130,432 13043.2 222,783 117,389 Feb 711,997 312,875 399,122 0 197,080 63,000 4,000 4,980 130,062 13006.2 282,066 117,056 Mar 767,679 337,880 429,799 0 197,080 63,000 4,000 4,050 161,669 16167 284,297 145,502 Apr 788,596 346,673 441,923 0 197,080 63,000 3,950 5,370 172,523 17252.3 286,652 155,271 May 818,037 357,356 460,681 0 197,080 63,000 3,950 4,900 191,751 19175 288,105 172,576 Jun 806,563 355,112 451,451 0 197,080 63,000 3,950 4,470 182,951 18295.1 286,795 164,656 Jul 708,146 311,510 396,636 0 197,080 63,000 3,950 3,490 129,116 12911.6 280,432 116,204 Aug 727,724 320,481 407,243 0 197,080 63,000 3,950 4,130 139,083 13908.3 282,068 125,175 Sep 776,940 338,427 438,513 0 197,080 63,000 4,500 4,860 169,073 16907 286,347 152,166 Oct 852,782 373,381 479,401 0 197,080 63,000 4,500 4,870 209,951 20995 290,445 188,956 Nov 861,441 376,460 484,981 0 197,080 63,000 4,700 4,760 215,441 21544.1 291,084 193,897 Dec 906,783 396,719 510,064 0 197,080 4,700 9,200 5,010 294,074 29407.4 245,397 264,667 Year 5 9,334,212 4,094,226 5,239,986 0 2,364,960 636,500 55,150 57,250 2,126,126 212612.6 3,326,473 1,913,513

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LaLanTa Bar & Restaurant Statement of Cash Flows For the year ending December 31, 2013

LaLanTa Bar & Restaurant Statement of Cash Flows For the year ending December 31, 2014

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LaLanTa Bar & Restaurant Statement of Cash Flows For the year ending December 31, 2015

LaLanTa Bar & Restaurant Statement of Cash Flows For the year ending December 31, 2016

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LaLanTa Bar & Restaurant Statement of Cash Flows For the year ending December 31, 2017

LaLanTa Bar & Restaurant Statement of Cash Flows For the year ending December 31, 2018

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LaLanTa Bar & Restaurant Balance Sheet For the year ending December 31, 2013

LaLanTa Bar & Restaurant Balance Sheet For the year ending December 31, 2014

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LaLanTa Bar & Restaurant Balance Sheet For the year ending December 31, 2015

LaLanTa Bar & Restaurant Balance Sheet For the year ending December 31, 2016

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LaLanTa Bar & Restaurant Balance Sheet For the year ending December 31, 2017

LaLanTa Bar & Restaurant Balance Sheet For the year ending December 31, 2018

Risk Management La Lan Ta Bar&Restaurant 123

Chapter 8 Risk Management
Risk Analysis Risks refer to opportunities of problems that are expected to occur in the future. Lack of operation, production, planning, and every other activities can separated into two types of risk: First; the risk that called External Risk that occurs outside company those cannot be predicted or controlled, but it may be avoided and eliminated. Second; the risk that called Internal Risk that occurs within company those can be controlled, avoided, and eliminated

6.1. External Risk Risks caused by external factors that the risk cannot predict the number of sales. It is beyond the risk management and operational executives and employees of the company. So the company has a good plan to prevent risks that may happen from external influences and to support the risks that the company will face in the future. Risks happen from external factors include

La Lan Ta Bar&Restaurant 124

6.1.1. Risk from Technology Technologies can affect business in the current. The restaurant is growing rapidly. There are many entrepreneurs. Many types of businesses can gain more profits when in communications technology can reduce the number of intermediaries. And many businesses have closed because there was no need to operate long. Technology affects to changes the lives of people and business by the internet. In Chiang rai use widely Internet whether communications or entertainment. Today people known that technologies move along dynamically with the world changes rapidly overtime

6.12. Risk of customers need and customer behavior The need of consumers to purchase our products can differently change such as the trend of consumers need changes by generation which there are different attitudes, lifestyle, and need of food nowadays. Moreover there are a lot of competitor’s products those are choices for consumers to choose. In this problem is direct risk to LALANTA Bar and restaurant that may affect to sales and revenues of LALANTA Bar and restaurant .From the reasons above it is the risk that affects to LALANTA Bar and restaurant and to change the consumers purchasing behavior that LALANTA Bar and restaurant has to manage the risk about consumers decision making. So, LALANTA Bar and restaurant will use the marketing strategy that is focus on consumers intimacy by enough informing until attract the consumers need, after that satisfy them to make them be our loyalty

6.13 Economic condition As for outlook in 2012, the Fiscal Policy Office pointed out that the implementation of the Government’s restoration and rehabilitation measures would be a supporting factor to spur the Thai economy. Private consumption is likely to grow by 3.8 La Lan Ta Bar&Restaurant 125

percent. The Government’s policies of raising the daily minimum wage and the starting salary for new graduates holding bachelor’s degrees and working in the public sector would stimulate public spending. So, it make to investor increase money to investment include to competitor has high power to competition with develop to own organization. While LALANTA Bar and restaurant create to marketing strategy and create to good manage in external and internal factor for organization.

6.1.4. Competitor Risks LALANTA Bar and restaurant use competitor analysis strategy to analysis for protect strategic through identify opportunities, threats and analysis the form to support the efficient and effective strategy formulation, implementation, monitoring and adjustment. For LALANTA Bar and restaurant by established at the Chiang rai. Although There are many competitor but LALANTA Bar and restaurant provide services and food that special than other competitor. So ,LALANTA Bar and restaurant will create new strategies for difference from competitors by give more qualities for our products and services, build good image and provide long term relationship by advertising about activities, build impression for first meet in our restaurant and provide services from heart. Then we are increase the ways to contract with customers by adding new channels and alternative, find new customers and increase strategies for respond to more group of customer, create new styles of services for attractive the customer and difference activities from competitors.

6.2. Internal Risk 6.2.1. Risk in Communications Communication is a process of transferring the information from one entity to another. Communication processes are important interactions between at least two agents. Communication can be perceived better as a two-way process in which there is an exchange and progression of thoughts, feelings or ideas towards a mutually accepted goal or direction information. The communication in organization and the communication with customer are important because if one person can communicate is wrong or understand mistake that make La Lan Ta Bar&Restaurant 126

the business negotiation are fail in situation. That effect for business and then can make bad image for our restaurant. Moreover the communication in organization when has problem in services or employee management. Our restaurant need to show the issue was discussed with employee. So, manager should solve the problem by have a meeting with employee in organization to make sure for understand in problem and situation when happen in communicate with customer. The manager can give activities between employees and managers in organization by company has party with employee and build the relationship employees our company go to other organizations to learn how about their culture and how to communicate with other people in organization which way to the unity in organization

6.2.2. Employee Risk The successful of many businesses are depends on its professional employers and employees. The Quality of workers is an important factor for the growth and profitability of the business, and if the company has low attention in recruiting employers and employees, the company will has low quality both of products and services that company may loss of sales and benefits. So, LALANTA Bar and restaurant will provide them to training before start working and motivate them to good working and make consumers satisfaction by give bonus or holiday for who best working for the company.

6.2.3. Product management Production is more important one within company this department has to have good processes and good quality checking that good for nutrition and health of consumers, but sometimes this department will have the risk about delay of suppliers in raw materials delivery or raw material that run out of stock does not on time. So, LALANTA Bar and restaurant create strategy to manage raw material in stock that fresh all time.

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6.2.5. Financial Risk Financial management is varying important. It needs to be managing with circumspection, because the financial risk can affect the operations of our business. Financial is very important when do the business and main factor for company to operate money in organization which Financial risk is normally risk factor associated with any form of financing. Risk is probability of unfavorable condition; in financial sector it is the probability of actual return being less than expected return. There will be uncertainty in business. LALANTA Bar and restaurant will reduce financial risk in the future by:    Check the working capital requirements of a business all the times to ensure that there are sufficient funds available to meet short-term expenses. Accountant should check for surely and find the way to protect corruption.The manager should be attending between account investigations to protect financial failure data Decrease in sale.

6.3. Conclusion of Risk Management Risks refer to opportunities of problems that are expected to occur in the future. Lack of operation, production, planning, and every other activities can separated into two types of risk ;First, the risk that called External Risk that occurs outside company those cannot be predicted or controlled, but it may be avoided and eliminated; Risks caused by external factors those LALANTA Bar and restaurant cannot be predicted and controlled, but it may be avoided and eliminated; so we have to plan for protect the risks those may occur from external factors that LALANTA Bar and restaurant will confront in the future; Risk from Technology, Risk of customers need and customer behavior, Economic condition, Competitor Risks. Second, the risk that called Internal Risk that occurs within company those can be controlled, avoided, and eliminated; Risks caused by internal factors those LALANTA Bar and restaurant can expect and control, so we have to plan for protect the risks that may occur from internal factors that LALANTA Bar and restaurant will confront in the future; Risk in Communications, Employee Risk, Product management, Financial Risk. However, LALANTA Bar and restaurant hoped that all of risks those we have told will not incur with us now and forever or incur at least.

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