Sun Bathing Beef 

Business plan 

By Jirapol W., Sorrawit C. 1106 

 

 
 

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Table of contents 
Introduction  2 

Executive summary  2 

Mission statement  2 

Logo  3 

Product description  3 

SMART business goal  4 

SWOT analysis  5 

Operational research and plan  6 

Market analysis and plan  7 

Competitor analysis matrix  7 

Financial research and plan  7 

Appendix  8-10 

Worklog  11 

Reference  12   
 
 
 
 
 
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Introduction 
Dried  beef  may  sound  prevalent  to  all  countries.  They  all  have  their  own  unique  technique  in 
making  one.  That  is  why they are all different. In Thailand, we have one authentic dried beef called, “Neur 
Dad  Deaw”.  It  consists  of  beef  that  has  been  marinated  with  herbs  and sun dried it later. The procedure 
may  sound  simple  to  you  but  I  can  guarantee  that  the  result  you  get  will be the best dried beef you ever 
have. 

 
Executive summary 
We provide the most authentic sun dried beef with a kick to it. 

A new experience that would make every bite full of flavor.  

Presented it in Thai tradition that would 
satisfy you to the 
limit. 
 

Mission Statement 
We  are  the  team  who  strive  for  the  opportunity  to  show  the  world  that  our  Thai  products could 

be  put  up  to  the  international  market.  The  people  would  be  able  to  see  the  authentic  Thai  food  that  we 
would love to present with pride. Because we believe in the quality of our local resources and techniques. 
 

 
 
 

 
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Logo 
We want to have a logo that people can remember easily so we designed our logo to be a cute 
beef holding a plate of beef. 

 
Product Description 
We  decided  to  use  the  best  quality  tenderloin  beef  which  we  bring  from  the  locals.  In  addition, 

we  will  provide  a  tasty  chili  sauce  to  go  with  it.  In  which,  we  will  be  using  a  popular  brand  called, 
“Sriracha”.  Consequently,  we  can  reassure  that  our  customers  will  receive  the  best product; not only the 
quality but, with a rational price. 

 
   

 
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SMART business goal 
 
Specific  We  want  to  serve  our  customers  the  best  product 
S  quality with a rational price. 

Measurable  The  customer  who  tried  our  products  will  love  to 
M  order it again and again. 

Achievable  Due  to  the  COVID  19  issue,  people  can’t  really  go 
A  outside  that  much.  Therefore,  We  are  coming  up 
with a delivery platform for them to easily get access 
to.  

Relevant  This is definitely the right time to go for a delivery 

R  platform strategy.  

Timely  This  will  take  a  month  to  set  up  the  platform  and 
T  hire  a  good  driver  to  deliver  our  product  in time for 
the customers. 

 
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SWOT analysis 

Strengths  - We use high-quality beef 

S  - We will deliver our product as fast as we 
can 

Weaknesses  - Our price may be too high 

W  - Only online selling (due to COVID19) 

Opportunities  - Due to COVID19, we have to change to be 

O  online selling instead and that is another 
great way for us 

Threats  - COVID19, we can’t sell in outdoor stores. 

T 

 
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Operational plan  
Product recipe 

● Sun-dried tenderloin beef  

● Sriracha sauce  

Ingredients (per serve) 

● Tenderloin beef (400 grams) 

● Sriracha sauce (30 grams) 
● Salt (½ tablespoon) 
● Vegetable oil (1 tablespoon) 
● Sugar (½ tablespoon) 
● Vegetable oil (for deep-fried) 

Procedure 

1. Mark and Kim went to buy beef from the local gourmet market. 
2. Cook it with our recipe 

2.1 Clean the beef properly.  

2.2 Marinates it with salt, sugar and vegetable oil. Then, leave it in the fridge for 2 hours. 
2.3 After that, put the beef over the sun for 3 to 4 hours. 
2.4 Heat up the pan with oil. Then, fry it until it is perfectly cooked. 
2.5 Serve it on a plate. 
3. Set up the stall. 
4. Sell our hot and delicious, “Neur Daed Deaw”. 

 
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Marketing plan 
Due to COVID-19, our target customers are people who stay home and want to eat beef. Our 
products can be conserved for a long time so our customers can buy in a large amount. 

Competitor analysis matrix 

Kim / Mark  Their strengths  Their Weaknesses  Our responses 
Competitor Analysis 

Siam meat maker  - Low price: 440 / 1 kg  - Unattractive package  - Delivery should be 
- Informative  - Slow delivery  faster 
communication 

Je Da Neur Tod  - Fast delivery  - Low-quality beef  - Price should be lower 

- Tasty  - High price: 700 / 1  than this (compared to 
kg  the quality). 

 
Financial research & plan 
We use high-quality ingredients so that our budget will be really high.  
1). Tenderloin from fresh market - 200 baht/kg 
2). Sriracha chili sauce from Aro - 27 baht/kg 
3). Sugar from Mitr Phol - 22 baht/kg 
4). Salt from Prung Tip - 14 baht/kg  
5). Vegetable oil - 99 baht/litre 
We have a goal that we will sell 500 serves per month. 
- 1 serve, our cost is 92 baht and we will sell 150 baht per serve. 
- So that 1 month, our expenses will be 46 000 baht and if we sell all, we will get 29 000 baht 
profit. 
- In 1 year. our expenses will be 552 000 baht and our profit will be 348 000 baht 

 
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Appendix  

 
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Worklog 
* Due to COVID-19, we can’t stay and work together. We have to work from home. 

Date  Duties and activities  Hours  Location  Time 

Day 1 -  Mark: research about product  2  Mark’s House  10.00 - 12.00 
17/04/2020  recipe       
       
Kim: research about where to  2  Kim’s House  15.00 - 17.00 
buy all ingredients 

Day 2 -  Mark: writing introduction  3  Mark’s House  12.00 - 15.00 

18/04/2020         
Kim: writing financial research &  3  Kim’s House  12.00 - 15.00 
plan and logo 

Day 3 -  Mark: writing executive summary  4  Mark’s House  8.00 - 12.00 

19/04/2020         
Kim: finish financial research &  4  Kim’s House  8.00 - 12.00 
plan 

Day 4 -  Mark: writing product  2  Mark’s House  10.00 - 12.00 

20/04/2020  description & mission statement       
    Kim’s House  10.00 - 12.00 
Kim: writing marketing plan  2 

Day 5 -  Mark: writing SMART business  1  Mark’s House  9.00 - 10.00 

21/04/2020  goal       
  1  Kim’s House  9.00 -10.00 
Kim: writing SWOT analysis 

Day 6 -  Mark: Making product and finish  2  Mark’s House  10.00 - 12.00 
22/04/2020  appendix       
    Kim’s House  9.00 -10.00 
Kim: Writing reference  1 

 
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Reference 
https://www.makroclick.com/th/ 

https://www.wongnai.com/recipes/dried-beef 

 
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