MEMO

TO: Chonlada Ketsakon

FROM: Sarocha Phanphiboon
DATE: September 26, 2022
SUBJECT: Proposed improving ambience at Central Ladprao branch

THE PROBLEM:
UNSUITABLE AMBIENCE FOR WORKING ENVIRONMENT CAUSED
DECREASING NUMBER OF CUSTOMERS

Our Starbucks store at the Central Ladprao branch has constantly been receiving high
consumers’ satisfaction throughout both products and services. It is appreciated that we put all
effort into accomplishing any task in order to maintain the standard of Starbucks’ services.
However, there were a few complaints from our customers for the past few months informing
about the unsuitable ambience for the working environment. That is, the brightness of the
lighting in the working area is lusterless. Moreover, the low coffee table is unsuitable for sitting
and working for long hours. These problems decrease the number of our customers. Therefore,
we would need to change the lights and coffee tables in the stores in order to bring our customers
back.

THE SOLUTION:
CHANGING LIGHTING AND DESKS TO INCREASE THE NUMBER OF
CUSTOMERS

In order to improve the ambiance, the light bulbs will be changed to brighter shades, and the
table sets will be changed from a round coffee table into one that has a proper height for
consumers’ physical bodies while they are working. This solution will generate customers to
come and use Starbucks’ services at our store.

Enhancing a good working space by changing to different lights and proper coffee table desk
height have been done by many coffee shops and cafés around Bangkok, such as Tempered.co
and The Coffee Academics. With this solution, their consumers’ positive feedback and sales
have been increased.

Attracts the Customers

If we change the lights and tables in order to meet customers' needs, which is the place that suits
all kinds of customers. Besides our initial customers, new customers possibly are attracted.
Therefore, we can expand and strengthen our customer base for sustainable growth of our
company.
 Sales Increasing
After changing the lights and coffee table, we can expect an increase in sales. Because of a better
working environment, the consumers may stay in our stores longer than usual. Therefore, we can
receive more orders not only of beverages but also of food and bakery.

Building Consumer Loyalty

Apart from our good services and products, having a good working environment in our stores
can satisfy consumers’ needs. It can make a good impression on new customers. Thus, it can
create regular consumers returning back to the store.

Setup and Operating Costs

The total cost for this project is ฿215,000, broken down as follows:

Lighting & Electrical ฿80,000

Changing tables ฿90,000
Interior design wages ฿45,000

Total ฿215,000

Since improving our store ambiance, we expect the return on this investment within two
quarters; in addition, the profit after the second quarter will be expected to gradually increase by
10 - 15% quarterly.

CONCLUSION
I will be delighted to provide any answer to your further questions about this proposal.
I believe that our solutions would greatly benefit our company and we could gain more profits. If
you agree with this proposal, we can apply those solutions within two weeks.
References
https://bk.asia-city.com/city-living-restaurants/news/10-cafes-to-work-and-actually-enjoy-yourself
-rainy-day-bangkok

Members:
6231006027 Paphatsorn Boonying
6231006039 Warissara Sae-han
6231006044 Sarocha Phanphiboon
6231006093 Smita Roopglom
6231006120 Chonlada Ketsakon