la gateaux
TRANSCRIPT
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Content
Chapter 1Introduction .........................................................................................................................3
1.1 Background and signification of the project ....................................................................................4
1.2 Project objective ...............................................................................................................................5
1.3 Benefit of project ..............................................................................................................................5
1.4 Activities and Time frame of study ..................................................................................................6
Chapter 2 Industry Profile ..................................................................................................................8
2.1 Nature of Industry ............................................................................................................................9
2.2 Situation of Industry .......................................................................................................................18
2.3 Products ..........................................................................................................................................19
2.4 Vision of our business.....................................................................................................................21
2.5 Mission ...........................................................................................................................................21
2.6 Strategies of the companies ............................................................................................................20
2.6.1 Corporate level strategies ............................................................................................................21
2.6.2 Business level strategy ................................................................................................................22
2.6.3 Functional level strategy .............................................................................................................22
Chapter 3 Market feasibility study ...................................................................................................23
3. Marketing Analysis ..........................................................................................................................24
3.1General Environment Analysis .......................................................................................................24
3.1.1Demographic.................................................................................................................................24
3.1.2 Economic segment .....................................................................................................................24
3.1.3 Political segment..........................................................................................................................25
3.1.4 Socio-cultural segment.................................................................................................................25
3.2 Completion analysis .......................................................................................................................26
3.2.1 Segmentation...............................................................................................................................26
3.3. STP Analysis.................................................................................................................................27
3.3.1Segment........................................................................................................................................27
3.3.2Target Market .............................................................................................................................27
3.3.3 Positioning...................................................................................................................................27
3.4 Marketing mix strategy ..................................................................................................................28
3.4.1 Product ........................................................................................................................................28
3.4.2 Price.............................................................................................................................................28
3.4.3.Place............................................................................................................................................28
3.4.4.Promotion....................................................................................................................................28
3.5 Summary of general environmental analysis.................................................................................29
3.6 Sales Forecast/Profit Estimation ...................................................................................................30
Year 1 ..................................................................................................................................................30
Year 2 ..................................................................................................................................................33
Year3 ...................................................................................................................................................36
Year4 ...................................................................................................................................................39
Year5 ...................................................................................................................................................43
Total sale .............................................................................................................................................47
3.7 Marketing Expenses (Sale Incentive)............................................................................................48
Year 1 .................................................................................................................................................48
Year2 ..................................................................................................................................................48
Year 3 .................................................................................................................................................48
Year4 ..................................................................................................................................................49
Year5 ..................................................................................................................................................49
3.8 Conclusion.....................................................................................................................................50
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Chapter 4 Investment cost ...............................................................................................................51
4.1 Product and operations analysis ...................................................................................................52
4.2 Location.........................................................................................................................................64
4.3 Facility layout ...............................................................................................................................65
4.4 Facilities Management ..................................................................................................................70
4.5 Equipment and tools .....................................................................................................................71
4.6 Cost of Investment ........................................................................................................................81
4.7 Investment cost..............................................................................................................................81
Chapter 5 Operations cost................................................................................................................88
5.1 Cake Ingredient.............................................................................................................................96
5.2 Coffee Ingredient...........................................................................................................................98
5.3 Cost of goods sold.........................................................................................................................98
5.4 Cost of labor.................................................................................................................................103
Chapter 6 Administration Cost.......................................................................................................104
6.1 Overhead Cost (per year) ............................................................................................................105
6.2 Administrative..............................................................................................................................107
6.3 Management analysis...................................................................................................................109
6.3.1 Organization Chart....................................................................................................................109
Chapter 7 Financing ........................................................................................................................111
7.1 Initial investment .........................................................................................................................112
7.2 Income statements........................................................................................................................113
7.3 State of cash flow.........................................................................................................................119
7.4 Balance Sheet ..............................................................................................................................123
7.5 Payback period.............................................................................................................................128
Chapter 8 Risk Analysis..................................................................................................................129
8.1 Risk management analysis...........................................................................................................130
8.1.1 Competitor risk ........................................................................................................................130
8.1.2 External risk .............................................................................................................................130
8.1.3 Internal Risk..............................................................................................................................131
8.2 Financial Risk..............................................................................................................................133
8.2.1 Risk of sale decrease 5%, 10%, and 15% for 5 Years..............................................................133
8.2.2 Risk of cost increase 5%, 10%, and 15% for 5 Years .............................................................136
Chapter 9 Summary........................................................................................................................139
Reference..........................................................................................................................................142
Appendix .........................................................................................................................................145
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Chapter 1
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1.1 Background and Significance of the Project
Chiang Rai is the northern part of Thailand far from Bangkok 785 kilometers.
The area is about 11,678.369 square kilometers or 7,298,981 Rai. There are a beautiful
natural resource, river, mountain, and forest. It is kind of the old city that tells the history of
habitation from the past to the present. Chiang Rai has the best weather in winter because the
good landscape that is mountain, and many interest places such as architecture, nature, or
sport and recreation. Most of tourist that came to Chiang Rai is ecotourism, they like in the
winter because the charm of nature. In this province has many places attraction for example,
Phu Chi Fha, Doi thung, Golden triangle, King meng rai monument, memorial clock tower,
etc.
Our project business is Bakery and Coffee names A La Gâteaux. This project makes
for working age and tourist. Our store will be located in the center city of Chiang Rai near
“Memorial clock tower” designed by Aj. Chalearmchai Kosipiphat. This is a new tourist
attraction city. The clock tower is a beautiful golden color. And every day the lighting of the
tower with ornamental lights switch and turn on music. The show was spectacular and
impresses visitors. Which is popular province. So, we forecast that can make our business
growth and more profit from local. In each year has a group of tourist especially in the winter
season. We present a la gateaux in luxurious store and welcoming feeling with shades of
brown, plus the crispness with the brown sofa, it help to have more concentrate. A la gateaux
served Bakery & Coffee for the traveler and local people. We have many menus of coffee
and tea, and we proud to present a delicious cake that made fresh daily. The guest can should
the special cake for each season that the store prepared specially. A la gateaux’s menu
preparations emphasize the use of local and seasonal ingredients encourage the local people
to have revenue. A la gateaux located in a good location near the clock tower of Chiang Rai
center of civilization. From reason there are popular because there are outstanding and
unique. We are chick like now but not busy, served the things that what the customer want
such as international coffee, Free Wi-Fi, books, the beautiful decoration for take a photo, etc.
Please come and join us. Our goal is to incorporate elements of drinking coffee with
bakery that takes place in Chiang Rai. A la gateaux welcomes you to enjoy a meet up with
friends, enjoy a delectable dessert or one of our coffee drinks.
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1.2 Project Objective
1. To study the market demand of bakery that consumption will be increase or decrease in the
future.
2. to study feasible of the project.
3. To know customer behavior who interest about bakery and coffee.
4. To analysis the market and budget for establish this project. And profit of this project.
5. The project will reach breakeven point in the first year.
1.3 Benefits of Project
1. Understand how to do and develop our plan for use in the future.
2. Understand the bakery shop market in Chiang Rai and analyze the target group of project.
3. Know the possibility of investment business of property in Chiang Rai.
4. Know the period to reach the breakeven point.
5. Know the way to solve a problem or avoid when bad situation occur.
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1.4 Activities/Time Frame
Gantt chart and Time Frame of the study
Activities Nov. Dec. Jan. Feb.
week 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4
1. Choice Topic
2. Searching information
Library
Internet
Magazine and pocket book
3. Topic Submission
Fix problem
Search information
4. Introduction Submission
Background
Significant
Benefit
Gantt Chart
5. Study the business profile
Companies image
Logo and Brand
6. Study Analyze market feasibility
STP Analysis
4Ps
Competitor Advantages
7. Study technical Feasibility
Determine the necessary
resource.
Comparing with competitor
8.Study and Analyze the financial of
our business
Financial Annual report
Determine cost
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9. Study and management
the risk of our business
Risk Analysis and Other
Control Risk Analysis
10. Project Advertising
Determine story broad
Prepare story broad
11. Writing and analyze the
Report
Evaluation
Restage
12. Checking Final-draft
13.Conclusion the feasibility
of business and suggestion
Require to submit paper to professor before continence to next topic points
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Chapter 2
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Chapter 2
2.1 Nature of Industry
Bread, in one form or another, has been one of the principal forms of food for man
from earliest times. The trade of the baker, then, is one of the oldest crafts in the world.
Loaves and rolls have been found in ancient Egyptian tombs. In the British Museum's
Egyptian galleries you can see actual loaves which were made and baked over 5,000 years
ago. Also on display are grains of wheat, which ripened, in those ancient summers under the
Pharaohs. Wheat has been found in pits where human settlements flourished 8,000 years ago.
Bread, both leavened and unleavened, is mentioned in the Bible many times. The ancient
Greeks and Romans knew bread for a staple food even in those days people argued whether
white or brown bread was best.
Further back, in the Stone Age, people made solid cakes from stone-crushed barley
and wheat. A millstone used for grinding corn has been found, that is thought to be 7,500
years old. The ability to sow and reap cereals may be one of the chief causes, which led man
to dwell in communities, rather than to live a wandering life hunting and herding cattle.
According to botanists, wheat, oats, barley and other grains belong to the order of
Grasses; nobody has yet found the wild form of grass from which wheat, as we know it, has
developed. Like most of the wild grasses, cereal blossoms bear both male and female
elements. The young plants are provided with a store of food to ensure their support during
the period of germination, and it is in this store of reserve substance that man finds an
abundant supply of food.
In Old Testament times, all the evidence points to the fact
that bread-making, preparing the grain, making the bread and baking it, was the women's
work, but in the palaces of kings and princes and in large households, the bakers' duties
would be specialized. Bread was leavened; that is, an agent in the form of a 'barm' was added
to the dough that caused the mixture to rise in the shape of our familiar loaf.
The hurried departure of the Israelites from Egypt, described in the Book of Exodus in
the Bible, prevented their bread being leavened as usual; the Jews today commemorate this
event by eating unleavened bread on special occasions
The ruins of Pompeii and other buried cities have revealed the kind of bakeries
existing in those historic times. There were public bakeries where the poorer people brought
their bread to be baked, or from which they could buy ready-baked bread.
A Bakers' Guild was formed in Rome round about the year 168 BC From then on the
industry began as a separate profession. The Guild or College, called Collegium Pistorum,
did not allow the bakers or their children to withdraw from it and take up other trades. The
bakers in Rome at this period enjoyed special privileges: they were the only craftsmen who
were freemen of the city, all other trades being conducted by slaves. The members of the
Guild were forbidden to mix with 'comedians and gladiators' and from attending
performances at the amphitheater, so that they might not be contaminated by the vices of the
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ordinary people. We suppose that the bakers, instead of being honored by the strict
regulations, must have felt deprived by them.The Guild of Master Bakers is still alive today.
The ruins of a bakery in Pompeii, the oven and the mills to grind the flour. Actual
loves of bread were found carbonized intact as shown in the picture below.
The Greeks and Romans liked their bread white; color was one of the main tests for
quality at the time of Pliny (AD 70). Those who think the craze for white bread is a modern
fad should note this. Pliny wrote, "The wheat of Cyprus is swarthy and produces a dark
bread, for which reason it is generally mixed with the white wheat of Alexandria".
The Greeks and Romans liked their bread white; color was one of the main tests for
quality at the time of Pliny (AD 70). Those who think the craze for white bread is a modern
fad should note this. Pliny wrote, "The wheat of Cyprus is swarthy and produces a dark
bread, for which reason it is generally mixed with the white wheat of Alexandria".
Plato (c. 400 BC) pictured the ideal state where
men lived to a healthy old age on wholemeal bread ground
from local wheat. Socrates, however, suggested that this
proposal meant the whole population would be living on
pig-food. In those days, there were certain bakers who
kneaded the meal with seawater to save the price of salt.
Pliny did not approve of this.
The Romans enjoyed several kinds of bread with
interesting names. There was oyster bread (to be eaten with oysters); 'artolaganus' or
cakebread; 'speusticus' or 'hurry bread'. There was oven bread, tin bread, and Parthian bread.
There were rich breads made with milk, eggs and butter, but these of course, were only for
the wealthy and privileged people.The Egyptiangrammarian and philosopher Athenaeus, who
lived in the third century AD, has handed down to us considerable knowledge about bread
and baking in those days.
He wrote that the best bakers were from Phoenicia or Lydia, and the best bread-
makers from Cappadocia. He gives us a list of the sorts of bread common in his time-
leavened and unleavened loaves; loaves made from the best wheat flour; loaves made from
groats, or rye, and some from acorns and millet. There were lovely crusty loaves too, and
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loaves baked on a hearth. Bakers made bread mixed with cheese, but the favorite of the rich
was always white bread made from wheat. In ancient Greece, keen rivalry existed between
cities as to which produced the best bread
A "Quern", an early Roman flour grinder.
You put the wheat kernels in the top and turn the handle to grind it into flour.
Athens claimed the laurel wreath, and the name of its greatest baker, Thearion, has
been handed down through the ages in the writings ofvarious authors. During the friendly
rivalry between the towns, Lynceus sings the praises of Rhodian rolls. "The Athenians", he
says, "talk a great deal about their bread, which canbe got in the market, but the Rhodians put
loaves on the table which are not inferior to all of them. When our guests are given over to
eating and are satisfied, a most agreeable dish is produced called the "hearth loaf", which is
made of sweet things and compounded so as to be very soft, and it is made up with such an
admirable harmony of all the ingredients as to have a most excellent effect, so that often a
man who is drunk becomes sober again, and in the same way, a man who has just eaten is
made hungry by eating of it."
The island of Cyprus had a reputation for good bread. Another old writer, Eubulus,
says, "Tis a hard thing, beholding Cyprian loaves, to ride carelessly by, for like a magnet,
they do attract the hungry passengers." All through the ancient days, bread and bakers were
held in the highest respect; this respect lives on to our times, for what would we do without
our bakers?
In early English historical times, there were constantly recurring periods of famine,
due to not enough, or too much rain, or frosts, and other natural causes. The ruling classes,
knowing that rebellion often followed famine, did their utmost to keep the price of bread
from rising too high. Laws regulating its price were passed during the reign of King John
(1202). Not only did the law fix the price, but also it strictly allocated that price between cost
of material and an allowance for necessary charges to the baker. In 1266, the law allowed the
baker twelve pence for each quarter of wheat he made into bread, split as follows:
For three servants,4½d. *The reason for this ½d. for sieving was, that in those days,
the baker - not the miller as now - separated out the wheat flour into its white and brown
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categories. This does not add up to twelve pence - apparently the baker was allowed a
quantity of bread and bran to make up the difference. The amounts seem tiny, but this is due
to the greater value of money in those days.
For two boys 1d.
For salt ½d.
For yeast ½d.
For candles ¼d.
For wood 2d.
For sieving ½d.
Picture of a medieval English Bakery ,From Fort Vancouver Bakery by John A. Hussey
For instance, a master carpenter would be paid only 2d. per day, ordinary
woodworkers were receiving only 1½d. Bakers earned less than this, but they were not
dependent on the weather and could always be at work, unlike the carpenters. All through
English history, great efforts were made to keep the price of bread low, to maintain good
quality, and to prevent corruption and dishonesty.
The bakers liked to keep the 'mystery' of the trade to themselves and to prevent
unlicensed people from starting up. If a young man wanted to become a baker, he had to
serve an apprenticeship of seven years. The law supported the bakers in preserving their craft
to themselves, and there were statutes published with various penalties for infringement. In
those days there were certain dishonest persons in the trade. We read that in 1298 AD heavy
fines were inflicted on bakers for selling short weight bread. There are the most stringent
regulations about the weight of bread today. No baker would wittingly sell underweight.
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Bakers are sometimes, it is true, prosecuted for so doing but this is invariably due to faulty
machinery or sometimes lack of proper supervision. The fines are pretty stiff.
Until Modern mechanization, the tools of the baker changed but little over the
centuries. In 1310, a number of female bakers at Stratford were arrested for sending short
weight bread to London in their long carts. As the bread was stale, however, they were let off
with a reprimand, but were forced to sell their stale ½d. Loaves at three for 1d. In 1327 a
fraud was discovered at a public bakery where the citizens used to take their dough to have it
baked. The bakers who ran the place had secret openings made in the molding boards, and
when the people's dough was placed on the boards, one of the bakers would secretly pinch off
piece after piece from the uncooked loaves for their own benefit.
They were exposed and caught, the men placed in the pillory with slabs of dough
round their necks, while the women were sent to the Newgate prison. You can imagine that
the angry populace took full advantage of the pilloried thieves, and pelted them with any foul
thing that came to hand. In the time of James the First, there are records of bakers slicing
their stale bread into fingers, soaking it well in water, and mixing it with the new dough.
Some used tricks to deceive the Bread Examiner about weight by inserting copper coins into
light-weight bread, or by having correct weight loaves in the shop, and keeping light-weight
goods in an inner room. But it must be said, in fairness, that the majorities of bakers were,
and always had been honest, and proud of their products.
An old English Bakery
The invention of the steam-engine changed the industries and the lives of the people
in Britain, except, strangely enough, the milling of flour. One miller in London who used a
steam engine to drive his machinery, found the mill destroyed by fire one day; this apparently
discouraged him from attempting to use the new steam machinery again.
Millers everywhere continued to use the ancient methods of wind and watermills,
except for a few progressive men who strove to free themselves from the restraints of waiting
on the wind and water to drive the mill machinery. In the middle of the nineteenth century, a
Swiss engineer invented a new type of mill; abandoning the use of the stone mill wheels, he
designed rollers made of steel that operated one above the other. It was called the reduction
roller-milling system, and these machines soon became accepted all over Europe and in
Britain.
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They were driven by steam engines, which had by now much improved, and the new
method proved a great success. So popular did they become, that within about thirty years
from their introduction into Britain in 1880, more than three-quarters of the windmills and
watermills which had served so faithfully (if sometimes erratically) for hundreds of years,
were demolished, or left to rot. Meanwhile, the development of the North American prairies,
ideally suited to grow wheat, provided ample grain for the fast-growing population of Great
Britain at the time of the Industrial Revolution (which in turn reduced the farm acreage here).
This, together with the invention of the roller-milling system, meant that for the first time in
history, whiter flour (and therefore bread) could be produced at a price that brought it within
the reach of everyone – not just the rich.
As we have noted, during periods of famine or other calamities during history, the
governments of the time were quick to protect the people's bread. For instance, in the First
World War, many regulations were passed controlling the bread trade. Experiments began to
solve problems, like keeping bread fresh for troops in the trenches, the conservation of
supplies and the stoppage of waste. Substitutes for wheat, such as mixtures of peas,
arrowroot, parsnips, beans, lentils, maize, rice, barley and oats were used in bread
experiments.
Steam Engine powering a flour grinder
By 1917 food-ships were being sunk by submarines to such an extent that the nation
was in dire peril of starvation. As well as using some of the substitutes mentioned the
government fixed a maximum price for bread and issued rules for reducing waste. Bakers
were forbidden to sell bread until it was twelve hours old; no stale bread could be exchanged;
only 'regulation' flour could be used, the millers preparing flour from such grains as the
authorities provided, and under their control. Even the shape of loaves was controlled, and all
fancy pastries were forbidden. Another order was made in 1918, that bakers should use a
proportion of up to 20 per cent of potatoes in their bread.
In the Second World War, regulations were again imposed on the baking industry.
The 'standard' loaf was then a gray color, not very appetizing to look at, but not at all
unpleasant to eat. When you see the beautiful loaves on sale today in all their variety of
shape, texture, and flavor, still at a comparative low price, and available to all, think for a
moment of the days, a few hundred years ago, when it was thought that 'poor and common
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people should eat poor and common bread', and only the rich should be able to enjoy the real
white wheaten loaf.
The Romans enjoyed several kinds of bread. The stone-age man's method of pounding
wheat between two stones was not basically very different from the, method of grinding by
millstones in a wind or watermill. In either case the bottom stone was fixed, and a grinding
movement by the top stone was the required action to produce ground meal. The stones were
round, the bottom one fixed, and the top stone, or runner, was balanced on a spindle which
could be raised or lowered, making the space between it and the bottom stone as narrow or as
wide as the miller wanted. Both stones were corrugated, so that when the top stone was
running, the wheat between it and the bed was scraped rather than bruised. The wheat to be
ground entered the mill by a hole in the top stone, and was carried out towards the edge,
leaving in the form of a meal by holes round the outside of the bed. By raising or lowering
the top stone, the meal could be made as fine or as coarse as required.
To obtain white flour from this meal, it was sifted through sieves of different mesh;
the finest sieve made of very strong silk. Nowadays in America stone mills are of course not
used much for flour- making; only a few are still used for wholemeal flour and specialty
millers.
Watermills for grinding flour were of two varieties; in the first kind the wheel turned
horizontally in the stream, its shaft turning the millstone directly, without any gears. The
second type had its wheel standing upright and the shaft at right angles to the stones, moving
them by means of a system of cogs.
The windmill made its appearance at the end of the twelfth century; as it depended for
its working on the amount of wind available, it was not by any means an efficient machine.
For over 700 years these attractive buildings with their long sails were used for grinding corn
for people and for cattle-feed. There are still one or two of them preserved in various parts of
our country.
The plant of a modern flour mill has four main functions which are to store a reserve
of wheat, to remove all the impurities from the wheat and prepare it for milling, to mill the
wheat and separate flour from the bran and skins of the wheat, and to store the milled
products before shipping.
You have no doubt seen the wheat stores or silos at a flourmill. They are tall buildings
housing a number of large cylindrical bins. They are 60 to 90 feet high and may each hold
1,000 tons of grain. The silo is equipped with mechanical elevators for dealing with wheat,
which invariably arrives, by road to the mill. It is also equipped to weigh the wheat, to clean
it of impurities, dry it to a safe moisture-content before storage.
The cleaning section or screen room draws wheat from the silo. Here wheat is first
cleaned on sieves, which removes all the impurities different in size from the wheat grain.
Magnets next remove any fragments of iron or steel. Further equipment then takes out
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impurities similar in size but different in shape from the wheat grain, such as foreign cereals
or round seeds. In the mill, the grain passes through more than forty processes before it.
Rollers used to grind the flour kernels
At the first stage of the milling process, the clean blended wheat passes between
chilled iron rolls, which revolve rapidly, one roll faster than the other. These first sets of rolls
(known as the break rolls) have ridges or "flutes" on them. The slower moving roll tends to
hold the wheat while the faster one strikes the grain as it passes between them. They are set
very delicately, so that as the wheat passes between them, they do not crush it, but shear it
open in order to make the inner white floury portions of the wheat come away from their
brown outer skins. If the wheat were merely crushed, the brown skins would break up into
countless tiny fragments, and would mix with the white portions so thoroughly, and so finely,
that they could never be separated properly. These skins would then discolor the flour badly
and also spoil its baking qualities.
Some of the white floury portions will have broken away cleanly from their brown
outer skins, but other white portions will still have pieces of skin fastened firmly to them.
Therefore the materials from the break rolls must be sorted out. The pieces of brown skin
must be separated from the white portions, and some of the material must be sent back to the
fluted rolls for further separation. Mainly sifting the mixture does this sorting out of particles
from the 'break' rolls; elevators first move the mixture to the top of the mill. There are several
different types of sieving machine but usually only two kinds are used at this stage: first the
'plansifter' and then the 'purifier'. This is how they work.
Wheat after the first run through the rollers
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Plansifters on Sifter Floor The plansifter is an arrangement of about a dozen large
sieves, one below the other-just like the floors of a tall building. The top sieve has the
coarsest mesh, the next not quite so coarse, and so on. These sieves are all made to swing
briskly by machinery. The broken wheat comes first onto the top sieve, and then through the
others in turn, each sieves helping to separate the material. The first sieves remove the bran
skins, which, because they still have flour particles adhering to them, are returned to another
milling machine for re-treatment. The finest sieves are of silk, and these separate flour, which
then starts on its way to the flour-packing spout. The majority of particles are not of bran, of
course, but are at present too large for grinding down into flour. They are known as semolina
at this stage. They are taken to the next sieving machines - the purifier.
The purifier is an ingenious machine that not only separates the broken parts of the
wheat by sieving, that is, according to size, but it also separates those parts which are of the
same size but of different weight. Using currents of air does this. The skins are much lighter
in weight than the inner white floury parts, and a current of air is drawn upwards through the
mixture on the sieve, lifting up and 'floating' the skins, but allowing the heavier white parts to
remain on the sieve and be separated by the sieving motion. Sieving on the plansifters and
purifiers will eventually have removed most of the brown skins. Now the inner floury
portions of the broken wheat grains are brought together for final milling between the
'reduction' rolls.
These are smooth rolls that mill down very gradually and accurately the inner white
portions of the wheat (the endosperm or semolina) into smooth, powdery, 'lively' flour. Thus
flour, clean bran and wheat feed are collected, each in its own channel, from a large number
of different machines and are finally brought either to bulk storage bins or to a packing floor
where they are filled into sacks and weighed. Lastly, the packed products are sent to the mill
warehouse and stacked ready for shipment. However, around 70% of the flour is shipped in
bulk. The whole process of cleaning, and milling, etc., is done by machine, with the material
passing automatically from machine to machine, and from one stage to the next. No hand
touches the wheat from the moment it arrives, throughout its long journey in the mill, until
the flour leaves the mill for the baker, biscuit-maker and other users.
A Plansifter on the milling floor
Today the range of flours available is wider than ever before. Each type of flour has
been milled with specific uses in mind. Flours vary in their composition and, broadly
speaking, are defined by their rate of extraction. This refers to the percentage of whole
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cleaned wheat grain that is present in the flour. The three basic flour categories are
Wholemeal -100 percent extraction, made from the whole grain wheat with nothing added or
taken away. Brown -usually contains about 85 per cent of the original grain; some bran and
germ have been removed. This flour is frequently labeled as "85 per cent flour" rather than
brown. White -usually 75 per cent of the wheatgrain. Most of the bran and wheatgerm have
been removed during milling.
Other varieties of flour:Wheatgerm -
white or brown flour with at least 10% added
wheatgerm. Malted wheatgrain -brown or
wholemeal flour with added malted grains.
Stoneground -wholemeal flour ground in
traditional way between two stones. Organic -
flour milled from wheat grown and processed
naturally without the use of chemicals.
Bread in this country has to everybody's
benefit reached a high standard of purity and hygiene. Bread is perhaps the most important
item in our diet; it has often been called the staff of life. To give you an idea of the benefit we
get from flour and bread, a Government survey showed that flour and bread provided us with
more energy value, more protein, more iron, more nicotinic acid and more vitamin B1 than
any other basic food. Bread comes to us in many interesting shapes and Flavors, from the
time-honored 'cottage' loaf, to some of the delicious Vienna rolls. Nowadays, the sliced and
wrapped loaf is the most popular loaf of all. It is ideal for making sandwiches for picnics, and
for workers' lunches; there is, however, an important drawback. If you like your bread with a
beauti ful rich golden crust on i t , do not buy the ready -wrapped variety.
One of the nicest things in life is to come home hungry from school or work, and have
set before one the fresh, buttered crust from a well done home made loaf.
2.2 Situation of Industry
Nowadays, Chiang Rai have many investors to invest in bakery business so that have
many competitors. Bakery industry in Chiang Rai very popular and it’s an attractive business
for investors who interest in bakery business. When combined with the marketing concept
and location that attracts people it can pay back easily. In Thailand, bakery business has been
popular ever since. People all of ages pay attention turned to a more bakery that can make a
trend people to consume bakery and more. In Chiang Rai have many new bakery shop and
has develop a kind of bakery to various, many cake and dessert can be eaten with a coffee
and tea. And nowadays, bakery business has been popular throughout the world and has
developed a style of baking bakery to continued that can eaten at any times and any places.
2.3 Product/Service
We have main product is bakery such as chocolate chip cake, double chocolate cake,
sweet fruits cake, blackberry wine cake and also have coffee products and soft drink such as
Cocoa, Ice tea, Mocha, Latte, Cappuccino, Espresso.
19
Bakery Products
- Black forest cake
- Crepes cake
- Marble Cheesecake Brownies
- White chocolate cheese cake
- Strawberry cheese cake
- Soften chocolate cake
- Double Chocolate cake
- Peanut Butter and Jelly cake
- Berry and cream cheese coffee cake
- Lemon cheese cake
- Macaron
- Chocolate Soufflé
- Croissant
20
Coffee Products
- Espresso hot
- Americano Hot
- Cappuccino Hot
- Mocha Hot
- Latte
- Ice Americano
- Ice Cappuccino
- Ice Mocha
- Ice Latte
- Italian Soda
We should Doi Chaang Coffee because Doi Chaang is a single-estate, premium
Arabica coffee. It is certified organic, shade grown, handpicked, fresh water washed and sun
dried. Each bean is hand sorted and freshly roasted to ensure the highest possible quality for
each cup of Doi Chaang Coffee. Naturally low in caffeine, it has a complex and flavorful
profile that is enhanced and released through detailed cultivating, processing and roasting
methods
9 reasons why and the coffee is.
1. Arabica coffee is 100% extra strain (Specialty Coffee).
2. Coffee beans are a Strickly Hard Bean (SHB), which grows slowly but can be fully food.
The seeds have a high density.
3. Coffee is cultivated on the most appropriate. 1,200 m above sea level and is one of the
largest in the world (Single Origin Coffee).
4. Coffee is a delicate process. The mature seeds with one seed.
5. Coffee is a very mellow taste and smell the flowers. Mild acid taste and smell the coffee.
The area planted with winter crops such as peach, plum, alternately.
6. The coffee roaster with modern machinery from Italy. Control system. All computers. The
quality control. Roasting bags all standard.
7. A coffee shop and was well known in many countries such as Canada, Australia, Italy,
Japan, America, China, Korea, etc..
8. A high quality foil coffee bags. A one-way air valve. The air out. And to prevent outside
air into the bag. The coffee is always fresh.
9. The coffee beans used to make coffee with Wet (Wet Process) and the coffee beans with
the smell and taste the coffee as well.
21
2.4 Vision of Organization
To be a leader of bakery shop in Chiang Rai. Our company goal is to be the bakery
shop of choice for the local Chiang Rai community, tourist who visit the city, downtown
business workers, the general public and students by aims to offer high quality of bakery,
coffee and soft drink products at a middle price and in a comfortable atmosphere.
2.5 Mission
Keys to success for our company will include :
- Providing the highest quality product with personal customer service.
- Competitive pricing.
- Develop the finest product.
- Exceed customer expectations.
- Employ strict financial controls.
- Highly trained and friendly staff.
- A relaxing, upscale interior design.
2.6 Strategy
The strategies of our company is the key to customer satisfaction is providing an
exceptional product at affordable service in an environment that is as entertaining as the
bakery.
2.6.1 Corporate Level
- Growth Strategy
We emphasize at the growth by increase the number of branches to the near province and
to be the most famous of bakery shop in Chiang Rai province.
- Stability Strategy
22
We not have more invest in this time but we emphasize at the first business to be strength.
2.6.2 Business Level
- Cost Leadership Strategy
To be the cost leadership by invest at the lower cost than the competitor that can make us
sale the products at the lower price than competitor.
- Differentiation Strategy
Our company will focus at the different of products that can create the new value added
for our products to meet the new satisfy of consumer.
- Focus Strategy
Our target groups are downtown business worker, students, general public and the tourist
who visit Chiang Rai province. Our shop will serve the high quality of products and services
to customer at the good of decorate and atmosphere.
2.6.3 Functional Level
- Marketing Strategy
Other bakery shop rely almost entirely on word-of-mouth marketing to generate
business. Our shop will engage in an ongoing aggressive marketing program that will help us
establish profitability quickly and set the stage for continual growth.
- Financial Strategy
Determine the financial plan and purchasing plan to be balance with the business strategy.
- Human Resource Management Strategy
We hire the employee who stay near our shop for comfortable working and the employees
have highly trained about services and minds to serve the customers. Our employees must to
know the basic information in each products for give advice to customers.
23
Chapter 3
24
Chapter 3 Market Feasibility Study
3. Market analysis
3.1 General Environmental Analysis
3.1.1 Demographics
Chiang Rai province, an area of 11,678.369 square kilometers. Located at the northern
end of the 18 districts divided into 124 administrative villages, 1,751 parishes. Landscape of
the province are classified as high mountains in the north, continental climate of the
highlands in the province each season is different because it is located north of the country.
And has been influenced by the sea. The terrain is mostly mountains and forests.
3.1.2 Economic segment1
Chiang Rai is the economic structure of agriculture has always been. The province's
rice crop has been planted 2 times a year. Gross Domestic Product, Chiang Rai in the year
2549 amounted to 50,093 million baht in 2548 worth 45,744 million baht, an increase of the
9.51 branch of the top five, namely, agriculture, hunting and forestry (percentage 31.03 of the
GPP. branch) Wholesale and retail trade, repair of motor vehicles, motorcycles and personal.
And household goods (18.76 per cent of GPP) education (9.34 percent of the GPP) Public
administration and defense sectors. And compulsory social security (6.64 percent of the GPP)
and the field of transport. , Storage and communication (6.34 per cent of GPP), respectively.
Rate of GDP in the five branches. Increase from a year ago. The field rate of change
increases, including agriculture, hunting and forestry (Percentage 9.13) in the transport,
storage and communication (Percentage 12.20) in the wholesale and retail trade, repair of
motor vehicles. and personal. And household goods (7.55 percent), education (6.54 percent)
and the field of public administration and defense. And compulsory social security (20.6
percent), respectively.
1CHANVITTAYAPARN OA CENTER. Gross Provincial Product Overview (Gpp).2005-2010,from http://www.chiangrai.net
25
The per capita income in the year 2549 was 38,332 baht in Chiang Rai province, up 18.9
percent from the year 2548. Thailand now faces with a flooding problem the trend of investor is
decrease, but the gross domestic product (GDP) in country expanded 0.5% in the third quarter of
2.11The core inflation rates are 0.5-3.0%. Real growth rate of GDP is 7.8% (2010)
3.1.3 Political segment2
Minimum Lending Rate (MLR) (MINIMUM LOAN RATE) 7.25% per year. The interest
rate on loans under the credit Fast Track.
1. For borrowers are 12.00%.
2. For borrowers who have received training certificates from the Bank of partners of 8.00%.
Discount rate and trade credit (MFR) (MINIMUM FACTORING RATE) 7.50%. The
minimum interest rate. For the provision of leasing (MINIMUM LEASING RATE: MLSR)
7.25%. The minimum interest rate (FLAT RATE) for the provision of hire purchase
(MINIMUM HIRE-PURCHASE RATE: MHR) 3.75%. The interest rate for export
customers. For the provision of credit for export of retail customers in the amount not
exceeding 15 million, according to the bank. The minimum lending rate (MLR).
3.1.4 Socio-cultural segment
Bakery continues to gain popularity over time. People of all ages turned their
attention more and eat bakery shop, bakery, beverages, hot coffee, or even increase
for customers. The main raw materials derived from the local area of Chiang Rai.
2Small and medium enterprise development bank of Thailand.Interest Rates.2007-
2008,From http://www.smebank.co.th/service_rate_1.php
26
3.2 Competition analysis
Competitor analysis
In Chiang Rai province have a lot of bakery and coffee shop long the main road.
Because this area is a famous attraction and has many tourists come to visit over year
especially in the winter season. Bakery is more interesting business for local people. We
analysis all competitor that get involve within Chiang Rai bakery industry, and we divided it
into two categories that are direct competitor, and indirect competitor.
3.2.1 Segmentation
We considerate to use Demography and lifestyle segmentation to separate targeting
into 2 groups such as, tourist and business worker. We divide group into 2 group the tourist
come to travel in Chiang Rai many group and the business workers have purchasing power
our product more than other group.
Direct competitor
Pure Bakery
The oldest bakery shops that running business for long time. A popular one or a well
known bakery shop in Chaing Rai it’s locates in the Chaing Rai municipal market. The first
place that people think about when birth day party becoming.
The performance of this shop is a good test of cake that gains lots of profit to the
owner. It’s become opening 2nd
branch nearly the old branch. They focus on local customer
for their target with worm welcoming the their customer that make more royalty for them.
But the factors that make their shop disadvantage are the atmosphere quite not good.
It can make the customer uncomfortable and a location in market is not suitable for the
bakery shop.
27
3.3 STP Analysis
3.3.1 Segmentation
We considerate to use Demography and lifestyle segmentation to separate targeting into 5
sample groups. the local Chiang Rai community, tourist who visit the city, downtown
business workers, the general public and students.
3.3.2. Target Market
We divide group of customer into 5 groups the local Chiang Rai community, tourist
who visit the city, downtown business workers, the general public and students. This pie
chart show about target market of our shop. Because tourist and business workers have
purchasing power our product more than other group.
3.3.3. Positioning
Our bakery is located in central in Chiang Rai where people are many. Our shop
luxury vintage style. We present our shop luxurious store and welcoming feeling with shades
of brown, plus the crispness with the red sofa, and the guest can work at the black and white
sofa it help to have more concentrate.
14%
27%
29%
19%
11%
The local Chiang Rai community
Tourist
Business workers
General public
students
28
3.4. Marketing Mix Strategy
3.4.1 Product
We provide service in the bakery and coffee for a customer favorite. Our products are
sold together, and we also appreciate the relaxed atmosphere for customers and less
expensive to purchase as appropriate.
3.4.2 Price
We set the price that for everyone can afford a market because of its bakeries. We are
going to explore for its competitors because it has many bakery shops opened in the same
area.
3.4.3 Place
Our stores are in the area of education and tourist areas, and we plan to expand into
other areas that around outside to provide consumers with easy convenient access to
transportation.
3.4.4 Promotion
Technology as the larger society in our lives if they told us the name and to the other
and said that would be good to follow the next plan is to promote the internet . We create web
sites, blogs and let everyone know about our history, revenue, and we will update our post
when we get to everyone.
29
3.5 Summary of general environmental analysis
Analysis of the general environment of Chiang Rai province is getting the attention of many
tourists. Chiang Rai is a bakery and coffee shop with a lot. Each store has the luxury of
attracting and retaining satisfied customers and have been serving our customers to focus on
the students. And that it is time to get something done other competitors in the east of Chiang
Rai province has many bakery stores. But our strengths are that it is a traditional French
bakery with a chef from the Guarantee with each other over the same area. A weakness of
each competitor is to have a lot in the city of Chiang Rai. Therefore, our bakery is attracting
more customers to the bakery quickly became popular at the time. People of all ages,
attention turned to eating French bakery and coffee or hot drinks to customers, and t
mechnology is critical to your business. For connected to the business for comfortable for the
customer.
30
3.6 Sales Forecast/Profit Estimation
Year 1
31
32
33
Year2
34
35
36
Year3
37
38
39
Year4
40
41
42
43
Year5
44
45
46
47
48
3.7 Marketing Expenses (Sale Incentive)
49
50
3.8 Conclusion
A la Gateaux is a small coffee shop that provides bakery and coffee. We use all marketing
strategies to promote the shop be well known and to target specific groups, and use it as a machine
to gain most profit as we can. Thus, marketing strategies is an important one foe our business that
help us to make customer satisfy our product and for forecast the potential profit to maximize it and
for reduce cost.
51
Chapter 4
52
4.1 Product and operations analysis
Bakery Product
Black forest cake >> > consists of several layers of chocolate cake, with
whipped cream and cherries between each layer.
Crepes cake >> > The decorative nuts are dipped in caramelized sugar
and hung in bat fashion—upside down—so the sugar streams and
hardens into best candy on the block.
53
Marble Cheesecake Brownies >> > Soft chocolate cake serve with
chocolate sauce and whipping cream.
White chocolate cheese cake >> > White chocolate cake with cheese.
54
Strawberry cheese cake>> >cheese cake with strawberry source and
strawberry on top.
Soften chocolate cake >>> Chocolate cake decorate with chocolate cream.
55
Double Chocolate cake >> > is two cream chocolate layer into bread cake.
Peanut butter and jelly cake is a peanut butter mix in cream layer and
decorate with jelly on top.
Peanut Butter and Jelly cake >>> The vanilla cake stuff with fruit cream
and decorate with peanut butter and jelly
56
Berry and cream cheese coffee cake >> > Cheese cake and decorate with
blueberry and coffee cream.
Lemon cheese cake >> > Cheese cake decorate with lemon and lemon sauce.
57
Macaron >>> Snack of French made from crush almond, white egg, sugar its
crispy but can melt in your mouth.
Chocolate Soufflé >>> a lightly baked cake made with egg yolks and beaten egg
whites combined with various other ingredients and served as a savory main dish
or sweetened as a dessert.
58
Croissant >>> Is a buttery flaky pastry named for its distinctive crescent shape.
Mont Blanc >>> This is original French cake mix between ground almond and
fresh cream on the bread.
59
Coffee products
The bakery and the restaurant, we also have a drink of hot water for coffee, and so
we have to make drinks that are popular with customers in Chiang Rai and a drink for
drink with bakery.
Espresso hot >> > Espresso combined with hot water.
Americano Hot >> > Espresso combined with filtered water.
60
Cappuccino Hot >> > Espresso, equal parts of freshly frothed milk and foam.
Mocha Hot >> > Ghirardelli sweet ground chocolate sauce.
61
Latte >> > Espresso, freshly frothed milk topped with a touch of foam.
Ice Americano >> > Espresso combined with filtered water and poured over ice.
62
Ice Cappuccino >> > Espresso, equal parts of freshly frothed milk and foam with
ice.
Ice Mocha >> > Ghirardelli sweet ground chocolate sauce. Fresh cold milk
poured over ice, topped with a dollop of fresh whipped cream drizzled with
chocolate sauce.
63
Ice Latte >> > Espresso, freshly frothed milk topped with a touch of foam with
ice.
Italian Soda >> > Juice mixed soda and poured over ice.
64
4.2 Location
Shop or service company
Our store far from Bangkok 785 kilometers, located in the Muang, Chiang Rai province,
on Suksathit Road center city of Chiang Rai near “Memorial clock tower” designed by Aj.
Chalearmchai Kosipiphat. This is a new tourist attraction city. The clock tower is a beautiful
golden color. And every day the lighting of the tower with ornamental lights switch and turn
on music. The show was spectacular and impresses visitors. A La Gâteaux store is prominent
point that the customers easy to comes. Some raw materials we buy from near market or
distribution center for example, some raw material for made cake from Mai bakery
distribution centre near our store, etc.
65
4.3 Facility layout
66
67
Furniture
-The facilities in shop for serve to customers for comfortable and we are decorate our
shop in French style and serve entertainment with classical songs and we have big LED tv
and we are installed air conditioner (4 ways) when the customers come to our shop feel like
stay in France and we are decorated with light brown and black tone.
Furniture List amount Price
ALEXANDRIA+
PENELOPE
2
89,800
PENELOPE
6
149,400
SURF
6
14,340
ROSABELLA
3
23,700
CANNES
3
17,700
68
Oven
1
25,000
Refrigerator
1
34,000
Wall lamp
6
14,340
Counter Coffee
2
26,000
cabinets
1
6,890
Sony Home
theatre 5.1
1
8,390
69
LG LED TV 42”
1
31,900
Air condition
18,000 BTU
2
77,548
showcase
1
3,350
Showcase cake
2
70,000
Long table bar 4
M.
1
6,000
70
4.4 Facilities Management
- Property Management
We are trying to find a space in the center of the city and this place is centrally located and
has many tourists come to Chiang Rai. My bakery shop is located on a road near the
community and commercial buildings and parking facilities.
- Facilities Planning
Features of the bakery are we will focus on the customer as a tourist or working in our area-
efficient because we are building a table less than other
stores. We have a sofa, table and bar facilities and services to the internet with WIFI in the
form of communication with customers.
- Facilities Operations and Maintenance
Operations and maintenance facilities, we try to encourage employees to do the cleaning and
maintenance equipment and facilities as well, to increase the operating time and cost of the
shop. We also have the benefit to employees when they will reduce the cost or less than the
cost of storage.
71
4.5 Equipment
List Price/Baht
Tray 5*9 inches 3
120
Tray 6*11 inches 3
180
Tray 8*8 inches 3
240
Tray 9*9 inches 3
270
Temperature2
260
72
silpat, baking sheet 3
180
cake box 200
1000
Pie spatula 2
200
Tongs 3
165
Cake Mixer
11000
Oven
22,900
73
Measuring spoon 2
220
Grip-ez measuring scoop 3
33
Scale
230
Electronic kitchen scale
900
Cake Decorating Tip SET
1600
impulse sealer
960
74
Whisk Balloon 2
480
Whisk Balloon 2
170
Glazing Rack 3
708
Measuring cup 2
340
Measuring Liquid cup 2
400
Pastry Bag 12 in.
550
75
Pastry Bag 18 in.
700
Drip less non-stick tong 2
74
Flour Sifter 2
200
Cake turntable 3 pond
80
Cake turntable 2 pond
75
Electronic clock and timer
90
76
Cake dividing 2
160
Pastry brush 1 in.
17
Pastry brush 2.5 in.
28
Pastry brush 4 in.
55
Pastry brush
90
Cake cardboard 2 pond
200
800
77
Cake cardboard 3 pond 200
1000
Rubber spatula 4
56
Rubber spatula 4
64
Cake pan ½ pond 2
60
Cake pan 1 pond 2
70
Cake pan 2 pond 2
88
78
Cake pan 3 pond 2
94
Square cake pan square 2
pond 2
120
Square cake pan 3 pond 2
140
Square cake pan 7 in. 2
90
Brioche mold 12
540
79
Decorating card
35
Cake knife
145
Rolling pin 2
120
Decorating flower 4
100
Straight spatula 6 in.
60
Straight spatula 8 in.
75
80
Box 50
800
Box 50
800
Pencil
85
81
4.6 cost of Investment
4.7 Investment cost Equipments and Material
Investmant Cost
Equipment & Material Price per unit No.unit Total
Part 1 Equipment
- Espresso machine and coffee grinder 43,000.00 1 149,000.00
- Tamper 1,300.00 1 1,300.00
- Vacuum bottle 110.00 3 330.00
- Measuring cup 8 oz. 250.00 2 500.00
- Opener 249.00 1 249.00
- Measuring cup 1 oz. 250.00 2 500.00
- Spoon stir 10.00 3 30.00
- Mid-bottle 35.00 2 70.00
- Big bottle 50.00 2 100.00
- Spoon 69.00 2 138.00
- Bean spoon 70.00 2 140.00
- Choc bottle 80.00 1 80.00
- Syrup pump 180.00 5 900.00
- Pitchers 500 cc. 320.00 1 320.00
- Whip it 1,900.00 1 1,900.00
- Whip cream gas 150.00 1 150.00
- Stews 6 mm. 30.00 1 30.00
- Plastic glass 16 oz. with cover 2.00 100 200.00
- Coffee cup 3/set 70.00 15 1,050.00
- Coffee spoon 4 piece/set 42.00 10 420.00
- Tray 5*9 inches 40.00 3 120.00
- Tray 6*11 inches 60.00 3 180.00
- Tray 8*8 inches 80.00 3 240.00
- Tray 9*9 inches 90.00 3 270.00
- Temperature 260.00 1 260.00
- Silpat, baking sheet 60.00 3 180.00
82
- Cake box 5.00 100 500.00
- Pie spatula 100.00 2 200.00
- Tongs 55.00 3 165.00
- Cake Mixer 11,000.00 1 11,000.00
- Oven 22,900.00 1 22,900.00
- Measuring spoon 110.00 2 220.00
- Grip-ez measuring scoop 11.00 3 33.00
- Scale 230.00 1 230.00
- Electronic kitchen scale 900.00 1 900.00
- Cake Decorating Tip SET 1,600.00 1 1,600.00
- Impulse sealer 960.00 1 960.00
- Whisk Balloon 240.00 2 480.00
- Whisk Balloon 85.00 2 170.00
- Glazing Rack 236.00 3 708.00
- Pitchers 600 cc. 600.00 1 600.00
- Measuring cup 170.00 3 510.00
- Measuring Liquid cup 200.00 2 400.00
- Pastry Bag 12 in. 550.00 1 550.00
- Pastry Bag 18 in. 700.00 1 700.00
- Drip less non-stick tong 37.00 2 74.00
- Flour Sifter 100.00 2 200.00
- Cake turntable 3 80.00 1 80.00
- Cake turntable 2 75.00 1 75.00
- Electronic clock and timer 90.00 1 90.00
- Cake dividing 80.00 2 160.00
- Pastry brush 1 in. 17.00 1 17.00
- Pastry brush 2.5 in. 28.00 1 28.00
- Pastry brush 4 in. 55.00 1 55.00
- Pastry brush 90.00 1 90.00
- Cake cardboard 2 pond 4.00 200 800.00
- Cake cardboard 3 pond 5.00 200 1,000.00
- Rubber spatula 4 14.00 2 28.00
- Cake pan ½ pond 30.00 2 60.00
- Cake pan 1 pond 35.00 2 70.00
- Cake pan 2 pond 44.00 2 88.00
- Cake pan 3 pond 47.00 2 94.00
- Square cake pan square 2 pond 60.00 2 120.00
- Square cake pan 3 pond 70.00 2 140.00
- Square cake pan 7 in. 45.00 2 90.00
- Brioche mold 45.00 12 540.00
- Decorating card 35.00 1 35.00
- Cake knife 145.00 1 145.00
- Rolling pin 60.00 2 120.00
- Decorating flower 25.00 4 100.00
- Straight spatula 6 in. 60.00 1 60.00
83
- Straight spatula 8 in. 75.00 1 75.00
- Box 16.00 50 800.00
- Pencil 85.00 1 85.00
Total 206,802.00
Part 2 Table & Chair
- Table
Rosabella 7,900.00 3 23,700.00
- Sofa
Alexandria Penelope 44,900.00 2 89,800.00
Penelope 24,900.00 6 149,400.00
Surf 2,390.00 6 14,340.00
Total 277,240.00
Part 3 Fuiniture
- Cannes 5,900.00 3 17,700.00
- Refrigeretor 34,000.00 1 34,000.00
- Wall lamp 2,390.00 6 14,340.00
- Counter Coffee 13,000.00 2 26,000.00
- Cabinets 6,890.00 1 6,890.00
- Sony Home theatre 5.1 8,390.00 1 8,390.00
- LG LED TV 42" 31,900.00 1 31,900.00
- Air condition 18,000 BTU 38,774.00 2 77,548.00
- Showcase 3,350.00 1 3,350.00
- Showcase cake 35,000.00 2 70,000.00
- Long table bar 4 M. 6,000.00 1 6,000.00
Total 296,118.00
Part 4 Decoration
- Built in 130,000.00 1 130,000.00
Total 130,000.00
Total Investment Cost 910,160.00
Table 4.2 Investment Cost
84
- Depreciation
Depreciation
Equioment & Material Total
Useful
life (Yr.)
Depre per
year
Depre per
month
Part 1 Equipment
- Espresso machine and coffee
grinder 149,000.00 5
29,800.00
2,483.33
- Tamper 1,300.00 5 260.00
21.67
- Vacuum bottle - - - -
- Measuring cup 8 oz. - - - -
- Opener - - - -
- Measuring cup 1 oz. - - - -
- Spoon stir - - - -
- Mid-bottle - - - -
- Big bottle - - - -
- Spoon - - - -
- Bean spoon - - - -
- Choc bottle - - - -
- Syrup pump - - - -
- Pitchers 500 cc. - - - -
- Whip it - - - -
- Whip cream gas - - - -
- Stews 6 mm. - - - -
- Plastic glass 16 oz. with cover - - - -
- Coffee cup 3/set - - - -
- Coffee spoon 4 piece/set - - - -
- Tray 5*9 inches - - - -
- Tray 6*11 inches - - - -
- Tray 8*8 inches - - - -
- Tray 9*9 inches - - - -
- Temperature - - - -
- Silpat, baking sheet - - - -
- Cake box - - - -
- Pie spatula - - - -
- Tongs - - - -
- Cake Mixer 11,000.00 3
3,666.67
305.56
- Oven 22,900.00 5
4,580.00
381.67
- Measuring spoon - - - -
- Grip-ez measuring scoop - - - -
- Scale - - - -
- Electronic kitchen scale - - - -
85
- Cake Decorating Tip SET - - - -
- Impulse sealer - - - -
- Whisk Balloon - - - -
- Whisk Balloon - - - -
- Glazing Rack - - - -
- Pitchers 600 cc. - - - -
- Measuring cup - - - -
- Measuring Liquid cup - - - -
- Pastry Bag 12 in. - - - -
- Pastry Bag 18 in. - - - -
- Drip less non-stick tong - - - -
- Flour Sifter - - - -
- Cake turntable 3 - - - -
- Cake turntable 2 - - - -
- Electronic clock and timer - - - -
- Cake dividing - - - -
- Pastry brush 1 in. - - - -
- Pastry brush 2.5 in. - - - -
- Pastry brush 4 in. - - - -
- Pastry brush - - - -
- Cake cardboard 2 pond - - - -
- Cake cardboard 3 pond - - - -
- Rubber spatula 4 - - - -
- Cake pan ½ pond - - - -
- Cake pan 1 pond - - - -
- Cake pan 2 pond - - - -
- Cake pan 3 pond - - - -
- Square cake pan square 2
pond - - - -
- Square cake pan 3 pond - - - -
- Square cake pan 7 in. - - - -
- Brioche mold - - - -
- Decorating card - - - -
- Cake knife - - - -
- Rolling pin - - - -
- Decorating flower - - - -
- Straight spatula 6 in. - - - -
- Straight spatula 8 in. - - - -
- Box - - - -
- Pencil - - - -
Total
38,306.67
3,192.22
Part 2 Table & Chair
- Table
Rosabella 23,700.00 8
2,962.50
246.88
86
- Sofa
Alexandria Penelope 89,800.00 7
12,828.57
1,069.05
Penelope 149,400.00 7
21,342.86
1,778.57
Surf 14,300.00 7
2,042.86
170.24
Total
39,176.79
3,264.73
Part 3 Fuiniture
- Cannes 17,700.00 5
3,540.00
295.00
- Refrigeretor 34,000.00 10
3,400.00
283.33
- Wall lamp 14,340.00 5
2,868.00
239.00
- Counter Coffee 26,000.00 8
3,250.00
270.83
- Cabinets 6,890.00 8
861.25
71.77
- Sony Home theatre 5.1 8,390.00 5
1,678.00
139.83
- LG LED TV 42" 34,900.00 5
6,980.00
581.67
- Air condition 18,000 BTU 77,548.00 5
15,509.60
1,292.47
- Showcase 3,550.00 5
710.00
59.17
- Showcase cake 70,000.00 5
14,000.00
1,166.67
- Long table bar 4 M. 6,000.00 5
1,200.00
100.00
Total
53,996.85
4,499.74
Part 4 Decoration
- Built in - - - -
Total -
-
Total Depreciation for 1 year
131,480.30
Total Depreciation for 1 month
10,956.69
Table 4.3 Depreciation
87
Table 4.4 Depreciation
88
Chapter 5
89
5.1 Ingredient Cake
List Price
Flour
625/25kg.
Nutmeg
370/1 kg.
Vegetable oil
115/1.9 l.
Butter*5 kg.
136 = 680
Sugar*25 kg.
24 = 600
90
Vanilla
60/100 g.
Cinnamon
400/500g.
Toasted sliced
almonds
690/1 kg.
Salt
10/ 1 kg.
Peanut butter
200 = 800g
Granulated sugar
24 = 600
91
Eggs
119/30piece
Milk*3
175/5 l.=525
Grape jelly
67
Cocoa powder
480/kg.
Baking soda
125/500 g.
Baking powder
125/500 g.
92
Cream cheese*2kg.
750
Shredded coconut
30/1 kg.
Golden raisins
350/1 kg.
Finely chopped
walnuts
620/1 kg.
Semi-sweet chocolate
chips
*3 kg.
290 = 870
Blackberry wine
395/bottle
93
Icing*5
30 = 150
Berry preserves
580.32/set
Cornstarch
170/10 kg.
Strawberries
150/kg.
Apples
1,250/box
Oranges
30/kg.
94
Pineapples
100/5 kg.
Rum
309/bottle
Unsalted butter*5
136 = 680
Oreo cookies
150/box
Lemon
70/kg.
Strawberry jam
67
95
Gelatin
50
Olive oil
383/1 l.
96
5.2 Coffee ingredients
Coffee bean
roasted*2
110/kg.=220
Sweetened
condensed
milk*2
96/2 kg.=192
Fresh milk*2
175/5 l.=350
Meji Whip
cream
98/l.
Creamer
95/900 g.
97
Cocoa powder
(France)
480/kg.
Sugar*5
24/kg.=120
Fruits syrup*5
330/bottle=1650
Soda SINGHA
118/box
Ice*2
35/bag=70
Water*6
12/20 l.=72
98
Chapter 5 Operations cost
5.3 Cost of goods sold
Cost of goods sold year1
99
Cost of goods sold year2
100
Cost of goods sold year3
101
Cost of goods sold year4
102
Cost of goods sold year5
103
Table Cost of goods sold for 5 years
5.4 Cost of labor (per month)
104
Chapter 6
105
Chapter 6 Administration
Cost 6.1 Overhead Cost (per year)
Table 4.7 over head cost (year 1)
Table 4.8 over head cost (year 2)
106
Table 4.9 over head cost (year 3)
Table 4.10 over head cost (year 4)
Table 4.11 over head cost (year 5)
107
6.2 Administrative
Table Administrative year 1
Table Administrative year 2
108
Table Administrative year 3
Table Administrative year 4
Table Administrative year 5
109
6.3 Management analysis
6.3.1 Organization Chart
Organization Chart
General Manager
Barista
Baker
Waiter
Waitress
110
Description the characters and duties of employee in each department of Taste me as
follows:
1. Manager
Directly response to provide the internal control to be effective and levels of productivity are always impressive. To increasing sales is responsibilities of manager because it will drive the growth of the store and manager of our store response to train and order the employee know exactly role they has to play too, if sometimes have the problems manager must to know and find the way to solve these problem.
2. Barista
Barista is importance for all coffee and bakery store he must to have more
responsibility, fluency, good memory, experienced, and intelligent because if coffee are
delicious and good service that can make the customers to complacent, them will be loyalty
customers. Barista is in the counter bar response for made menu of coffee, greet customers,
receive some order when customer want specials menu and most of customers drunk the
same all times if barista can remember and said you remembered it is making an impression
to customers, moreover the good coffee should be delicious and at 60-70 c, the flavor and
odoriferous of coffee is importance too.
3. Pastry Chef
Response for all about bakery, made cakes and bakery, control the quality and flavor
of bakery it is importance because the most revenue of our store comes from bakery, so it
should be delicious and appetizing. Thinking new menu and special menu is importance too
because it is making surprisingly for customers.
4. Waiter / waiter all rounder
This position has many duty responsibilities about served bakery or coffee to
customers these things are importance because they must to meet customers in face to face,
greet customers, receive order, they should have good personality, hospitable, and service
mind. Sometimes waiters are cleaner or help to check neatness of the store.
111
Chapter 7
112
Chapter 7 Financing
7.1 Initial investment
A la gateaux approximately invested of 1,000,000 Bath
Raw material THB 15,834.32
Fixed assets THB 780,160.00
Rental THB 25,000.00
Registration THB 60,000.00
Others THB 5,000.00
Total initial investment THB 885,994.32
113
7.2 Income statement
Table income statement year 1
114
Table income statement year 2
115
Table income statement year 3
116
Table income statement year 4
117
Table income statement year 5
118
7.3 State of cash flow
Table Statement of cash flow year 1
119
Table Statement of cash flow year 2
120
Table Statement of cash flow year 3
121
Table Statement of cash flow year 4
122
Table Statement of cash flow year 5
123
7.4 Balance Sheet
Table Balance Sheet year 1
124 Table Balance Sheet year 2
125 Table Balance Sheet year 3
126 Table Balance Sheet year 4
127
Table Balance Sheet year 5
128
7.5 Payback period
-1,200,000.00 600,000.00
600,000.00
July
From figure, the payback period that turns to investor within 1 year and 7
month. We pay for first year 600,000.00 BHT and second year 600,000.00
BHT all amount 1,200,000.00 BHT.
0 1 2 3 4 5
129
Chapter 8
130
Risk Analysis
8.1 Risk Management Analysis
A la gateaux is the bakery shop, our shop located in Chiang Rai province so that we
have many competitor.
8.1.1 Competitor Risk
Chiang Rai province have a good view, good nature and good climate that the
necessary to attract the competitor to business investment. So that is the effect to make our
shop have many competitor both direct and indirect. We must set the best standard and create
highlights of our shop, such as we provide the best services and quality to customer for their
satisfaction and we decorate our shop to French style.
8.1.2 External risk
Economic risk
Thailand economic slowdown since 2006 it makes the consumption decrease and
expected the economic will be increase in 2008 but the problems of politic are not stability
assemble of oil price to increase, all of these factor are decrease to Thai economic. It is not
distinctness to fast recover. Situation of economic in 2011 is positive affect for our business
because the growth of SMEs are distinct to improve wherewith the global economic recovery
this factor effect to credit of SMEs are improve 8% compared with 395,500 million baht.
Chiang Rai economic are growing it is the good sign for our business too. In the future we
may be met the economic problems because of the globalization.
Political risk
The political are importance for all business and our business too. Thailand have
many political problems but now it batter than the past. However we are unavoidable political
risk but we expected that the future of politics is not likely to impact the economy is not for
much.
Technology risk
In the production industries have to use technology it is importance factors because it
can save time, power, and production cost. Technology gives us an advantage over
competitors but we unavoidable the technology problems such as, damage equipment, electric
energy, and something’s that can be so, we should to know how to use and maintenance the
electric appliance and train to the employees.
131
Competition risk
In this business are high competitions, many choices for consumer decision and the
engaging the consumer only is success, luxury, delicious, convenience, fast, and inexpensive
it is example of the consumer satisfaction. A La Gâteaux, we show with the concept “France
in Chiang Rai”, we proud to presented clearly concept of our store because we have own
position that different from other so, the customer can touch the difference sense or
difference things in our store. In future we will develop our product to respond to the demand
of customer and the increase competitors.
8.1.3 Internal of risk
Factors that cause risks. May come from a variety of reasons, such as personnel, financial,
political, economic system of the organization. Technological change. Customers or clients.
Competition as a source of risk within the organization, such as
- Workplace safety.
The shop is located next to the road. A public gathering. The traffic is busy. And do we have
so many children have concerns about security in the parking lot of the store. To provide
customers with convenient parking.
- The accounting system is not reliable.
Care of those assigned to the exercise of power is a trust that is reliable employees. The risk
of companies as a result of the company. The Company can not control all the time, and can
cause loss of business opportunities. Therefore, managers should monitor closely the
company's marketing plan and to determine the appropriateness of the amount of the financial
market if it finds any errors in its marketing. Administrators can set the amount of financial
plans to meet the marketing, management and marketing, and financial backup.
- A corporate culture that is conducive to building performance.
Cultural differences can cause problems in the operation and performance may be reduced.
We have the attitude and the exchange of language or culture within the organization first and
then go to a customer with a new culture into which we can comfortably handle.
132
- Staff training is not enough.
The coaching staff will do the same job training services to employees will be trained to think
about money, the food served, the shop, cleaning shop. Employees have a duty to do
everything within the store. But our limits do not apply to employees at a small store; we do
not need a large number of employees.
- Conflicts of interest.
We have a lot bakery in the charge sheet, the risk of all the marketing and promotion to
attract customers to their own interests. So do we have to offer something unique to the
customer and purchase our products.
- Other risks.
All our love's fire insurance companies Insurance Company Limited (the Company) to secure
the shop because the shop was the scene of the fire, we do not have to pay it all yourself. We
rely on insurance companies. Bangkok Insurance Public Company Limited (the Company)
takes care of our store.
Bangkok Insurance.Residential and Commercial Property Insurance.2010,from
http://www.bangkokinsurance.com/online/fire_lovehome.asp?lang=eng.
133
8.2 Financial Risk
8.2.1 Risk of sale decrease 5%, 10%, and 15% for 5 Years
Table 8.1 Summary of risk of sale decrease 5% for 5 years
134
Table 8.2 Summary of risk of sale decrease 10% for 5 years
135
Table 8.3 Summary of risk of sale decrease 15% for 5 years
136
8.2.2 Risk of cost increase 5%, 10%, and 15% for 5 Years
Table 8.4 Summary of risk of cost increase 5% for 5 years
137
Table 8.5 Summary of risk of cost increase 10% for 5 years
138
Table 8.6 Summary of risk of cost increase 15% for 5 years
Table 8.6 Summary of risk of cost increase 15% for 5 years
139
Chapter 9
140
Summary
We 're A la gataeux. Our shop is bakery shop. "A la gataeux" is the French word, it's
mean cakes. We provide the best quality of services and the best quality of products. A la
gataeaux shop located in the center of Chiang Rai province and near the clock cycle. Our
products is bakery and coffee made from quality of ingredients so that clean and safe for the
customer. We have many kinds of bakery such as Black Forest Cake, Mont Blanc and
Macaroons and have many kinds of coffee such as Espresso, Mocca and Latte. Inside our
shop decorate in French style, have the chandeliers, sofa, and coffee bar and have facilities
such as WiFi and TV. Our target are business worker and the tourist who visit the city. In
Chiang Rai province have many bakery and coffee shop. Our directs competitors are Pang
Khon, Wawee, Doi Chang Coffee, Pure Bakery and indirects is Ban Chivit Thammada.
Analysis of the general environment of Chiang Rai province is getting the attention of many
tourists. Chiang Rai is a bakery and coffee shop with a lot. Each store has the luxury of
attracting and retaining satisfied customers and have been serving our customers to focus on
the students. And that it is time to get something done other competitors in the east of Chiang
Rai province has many bakery stores. But our strengths are that it is a traditional French
bakery with a chef from the Guarantee with each other over the same area. A weakness of
each competitor is to have a lot in the city of Chiang Rai. Therefore, our bakery is attracting
more customers to the bakery quickly became popular at the time. People of all ages,
attention turned to eating French bakery and coffee or hot drinks to customers, and t
mechnology is critical to your business. For connected to the business for comfortable for the
customer. The segments we provide products of fresh bakery and coffee. Marketing mix
strategies we focus on 4P.
- Product
We provide service in the bakery and coffee for a customer favorite. Our
products are sold together, and we also appreciate the relaxed atmosphere for customers and
less expensive to purchase as appropriate.
- Price
We set the price that for everyone can afford a market because of its bakeries.
We are going to explore for its competitors because it has many bakery shops opened in the
same area.
141
- Place
Our stores are in the area of education and tourist areas, and we plan to expand
into other areas that around outside to provide consumers with easy convenient access to
transportation.
- Promotion
Technology as the larger society in our lives if they told us the name and to the
other and said that would be good to follow the next plan is to promote the internet . We
create web sites, blogs and let everyone know about our history, revenue, and we will update
our post when we get to everyone.
For cost of investment
Cost of Investment
Land Rental 25,000
Label cost 5,000
Registration 60,000
Internet , Wi-Fi , and telephone 1,250
Total 91,250
For internal risks, factors that cause risks. May come from a variety of reasons, such
as personnel, financial, political, economic system of the organization. Technological change.
Customers or clients. Competition as a source of risk within the organization. Our strength is
bakery from French and from original taste. Our weakness are have many competitors and
our shop is the new shop. Our prices of bakery and cake not so expensive. For financial we
have more interest every year and our bakery are develop more quality. And increase income
every year.
142
Reference
143
Reference
http://www.chiangrai.net
http://www.chiangrai.net/dashboard1/
http://www.google.co.th/url?sa=t&rct
http://www.smebank.co.th/service_rate_1.php
(http://202.129.0.133/createweb/00000//00000-1011.html)
(http://www.tourismchiangrai.com/?p=chiangrai)
(http://www.pateawthai.com/travel/view_detail.asp?code=520
www.coffee-dream.net
www.coffeemade.com
www.bonacoffee.com
www.bluekoff.com
(http://www.pateawthai.com/travel/view)
http://www.indexlivingmall.com/LIVING-ROOM/1100640
http://www.indexlivingmall.com/LIVING-ROOM/110018422#1
http://www.indexlivingmall.com/LIVING-ROOM/110018421
http://www.indexlivingmall.com/products/110015486
http://www.indexlivingmall.com/LIVING-ROOM/110019560#1
http://www.pantipmarket.com/items/12044007
http://thebest1.co.th/products.php?start=0&page=1&brandgroup_id=13&maingroup_id=140
http://www.ikea.com/th/th/catalog/products/50195694/
http://aorabika.igetweb.com/product/226242/%E0%B9%80%E0%B8%84%E0%B8%B2%E0%B8%99%
E0%B9%8C%E0%B9%80%E0%B8%95%E0%B8%AD%E0%B8%A3%E0%B9%8C-01.html
http://www.sony.co.th/product/dav-dz340k
http://www.lcdtvthailand.com/spec/detail.asp?product=LG_42LW5700¶m_id=724
http://www.topcoolair.com/index.php?lay=show&ac=article&Id=393970&Ntype=16
144
http://www.ikea.com/th/th/catalog/products/S69894506/
http://www.pramong2000.com/product-th-0-2274608-
%E0%B8%95%E0%B8%B9%E0%B9%89%E0%B9%82%E0%B8%8A%E0%B8%A7%E0%B9%8C%E0%B9%
80%E0%B8%84%E0%B9%89%E0%B8%81+skq68+skq88+%E0%B8%95%E0%B8%B1%E0%B9%89%E0%
B8%87%E0%B9%82%E0%B8%95%E0%B9%8A%E0%B8%B0.html#
http://www.siam-shop.com/p?mode=product_more_detail&product_id=49658&shop_id=3134
http://doichaangcoffee.com/process
http://www.greenshopcafe.com/news-greenproducer-detail.php?id=64
http://lemmemore.weloveshopping.com/store/product/view/%E0%B8%96%E0%B8%B1%E0%B9%8
8%E0%B8%A7%E0%B8%A7%E0%B8%AD%E0%B8%A5%E0%B8%99%E0%B8%B1%E0%B8%97_GradeA
_USA_%E0%B9%80%E0%B8%A5%E0%B8%B7%E0%B8%AD%E0%B8%81%E0%B8%9B%E0%B8%A3%E
0%B8%B4%E0%B8%A1%E0%B8%B2%E0%B8%93..%E0%B8%84%E0%B8%A5%E0%B8%B4%E0%B8%8
1%E0%B8%97%E0%B8%B5%E0%B9%88%E0%B8%A3%E0%B8%B9%E0%B8%9B-18108059-th.html
http://www.pantipmarket.com/items/10806205
http://godshillisleofwight.co.uk/isle-of-wight-cider/blackberry-wine-75cl-p-44.html
http://www.be2hand.com/index.php?prod_id=291528
http://www.grancaffevuotto.com/index.php?main_page=product_info&cPath=99&products_id=137
8&zenid=1qk047cpr86ihss3g7im14mqt1
http://www.taladsimummuang.com/dmma/portals/pricelistitem.aspx?id=020112057
http://www.bloggang.com/mainblog.php?id=justrelax&month=25-06-2009&group=17&gblog=4
http://shoppingonline.bigc.co.th/catalog/product/view/id/940/s/strawberry-jam-ltd-best-foods-
400g/category/82/
145
Appendix
146
Appendix
Cake Product
Black forest cake
147
Crepes cake
148
Marble Cheesecake Brownies.
149
White chocolate cheese cake.
150
Strawberry cream cake.
151
Soften chocolate cake
152
Double Chocolate cake
153
Peanut Butter and Jelly cake
154
Berry and cream cheese coffee cake
155
Lemon cheese cake
156
Macaroon
157
Chocolate Souffle
158
Croissant
159
Mont Blanc cake
160
Pumpkin Mont Blanc cake
161
Members
5031207077 MISS CHARUPORN KHAMYANG
5131207078 MISS PITCHAYA JITDOUNGWAN
5131207129 MR. LINHAO ZHOU
5231207029 MISS NATTANAT KAOTAKAN
5231207033 MR.DAMRONG NOKSAKDA
5231207039 MISS THANAPORN THUMMAWUT
5231207101 MISS SIRINTIP BUAJAN
5231207133 MR. ARNAT MANEEKAT
162