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    ACKNOWLEDGEMENT

    Our group owes a great many thanks to a great many people who helped andsupported me during the writing of this book.

    Our deepest thanks to our lecturer, Mr. Chaiyawat Thongintr for the guideline of the

    project for guiding and correcting various documents of us with attention and with

    careful. He has taken pain to go through the project and make necessary correction as

    and when needed.

    We express our thanks to the Principal of, Mae Fah Luang University, for extending

    this support.

    Our group would like to thank my faculty members without whom this project would

    have been a distant reality. We also extend my heartfelt thanks to my family and well

    wishers.

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    PREFACELittle duck indoor ocean dome is the part of the project feasibility study and

    evaluation course in 2010, this project is studying the possibility and the feasibility of little

    duck ocean dome. It includes with our project objective, benefits of project, market strategy,

    market feasibility, competition analysis, marketing mix, sales forecast, marketing expense,

    technical feasibility study, pre-opening cost, management analysis, financial analysis, and

    risk analysis.

    This project will make the people who interesting to invest with the company, our

    company has the recommendations before making the decision and also affecting when invest

    with this business.

    Little duck ocean dome hope that the investor can gain the profit effectively from

    doing with our company and our business will make the best return to our company with the

    best services to our customers.

    Group member

    Kittapol Archawaporn ID 5031203002

    Chanwit Chumnongsutasatien ID 5031203020

    Sutikait Sukbunraksa ID 5031203076

    Amnad Kongmaneechay ID 5031203086

    Rasiga Srisuphang ID 5131203127

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    Table of Contents

    ACKNOWLEDGEMENT ............................................................................................................................. 1

    PREFACE .................................................................................................................................................. 2

    Chapter 1 ................................................................................................................................................. 7

    Introduction ............................................................................................................................................ 7

    1.1 Background and Significance of the project ................................................................................. 8

    1.2 Project Objectives ......................................................................................................................... 9

    1.3 Benefits of Project ......................................................................................................................... 9

    1.4 Activities/Time Frame ................................................................................................................. 10

    Chapter 2 ............................................................................................................................................... 11

    Industry Profile ...................................................................................................................................... 11

    2.1 Nature of Industry ....................................................................................................................... 12

    2.2 Situation of Industry ................................................................................................................... 13

    2.3 Product and Service .................................................................................................................... 14

    2.4 Vision ........................................................................................................................................... 14

    2.5 Mission ........................................................................................................................................ 14

    2.6 Strategy ....................................................................................................................................... 15

    2.6.1 Corporate Strategy ............................................................................................................... 15

    2.6.2 Business Strategy ................................................................................................................. 15

    2.6.3 Functional Strategy .............................................................................................................. 16

    Chapter 3 ............................................................................................................................................... 18

    Market Feasibility Study ....................................................................................................................... 18

    3.1 General information of Chiang Rai.............................................................................................. 19

    3.1.1 Location and Area ................................................................................................................ 19

    3.1.2 Border line ............................................................................................................................ 19

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    3.1.3 Geography ............................................................................................................................ 19

    3.1.4 Population ............................................................................................................................ 20

    3.1.5 Basic infrastructure .............................................................................................................. 20

    3.2 PEST analysis ............................................................................................................................... 21

    3.2.1 Political ................................................................................................................................. 21

    3.2.2 Economics ............................................................................................................................ 22

    3.2.3 Social and Environment Analysis ......................................................................................... 26

    3.2.4 Technology ........................................................................................................................... 27

    3.3 Competition Analysis .................................................................................................................. 28

    3.3.1 Competitor Analysis ............................................................................................................. 28

    3.3.2 Customer Analysis ................................................................................................................ 35

    3.3.3 Competitive Analysis ............................................................................................................ 35

    3.4 STP analysis ................................................................................................................................. 36

    3.4.1 Market segment ................................................................................................................... 36

    3.4.2 Target market ....................................................................................................................... 37

    3.4.3 Positioning............................................................................................................................ 37

    3.5 Marketing Mix ............................................................................................................................. 38

    3.5.1 Product & Service ............................................................................................................... 38

    3.5.2 Price .................................................................................................................................... 38

    3.5.3 Place ................................................................................................................................... 39

    3.5.4 Promotion .......................................................................................................................... 39

    3.6 Sales forecast .............................................................................................................................. 40

    3.6.1 Thai people only ................................................................................................................... 40

    3.6.2 Foreigner only ...................................................................................................................... 41

    3.6.3 Overall .................................................................................................................................. 42

    3.7 Marketing expense ..................................................................................................................... 46

    3.7.1 TV advertising....................................................................................................................... 46

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    3.7.2 Website ................................................................................................................................ 46

    3.8 Conclusion ................................................................................................................................... 47

    Chapter 4 ............................................................................................................................................... 48

    Technical Feasibility Study .................................................................................................................... 48

    4.1 Product/Service characteristics .................................................................................................. 49

    4.1.1 Service characteristics .......................................................................................................... 49

    4.1.2 The price of service .............................................................................................................. 52

    4.1.3 The price of special service .................................................................................................. 52

    4.2 The Location and Building ........................................................................................................... 53

    4.2.1 Land ...................................................................................................................................... 53

    4.2.2 Landscape............................................................................................................................. 53

    4.2.3 Feathers and Dimension of Store ........................................................................................ 53

    4.2.4 Size of Dome ........................................................................................................................ 56

    4.2.5 Layout ................................................................................................................................... 56

    4.3 PRE-OPENING COSTS................................................................................................................... 79

    4.3.1 Water & electricity ............................................................................................................... 79

    4.3.2 Register ................................................................................................................................ 80

    4.3.3 Land ...................................................................................................................................... 81

    4.3.4 Building ................................................................................................................................ 81

    4.3.4.2 Cost of Machine and Equipments ..................................................................................... 82

    4.3.5 Billboard of Company ........................................................................................................... 83

    4.4 Service process to customer ....................................................................................................... 83

    4.5 Logistic ........................................................................................................................................ 84

    4.6 Management Analysis ................................................................................................................. 84

    4.7 Conclusion ................................................................................................................................... 96

    Chapter 5 ............................................................................................................................................... 97

    Financial Analysis .................................................................................................................................. 97

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    Financial Statement .............................................................................................................................. 98

    5.1. Income statement ...................................................................................................................... 98

    5.2. Balance sheet ............................................................................................................................. 99

    5.3. Statement of Cash flows ............................................................................................................ 99

    5.3. Payback Period ......................................................................................................................... 100

    5.4. NPV: Net Present Value ........................................................................................................... 100

    Chapter 6 ............................................................................................................................................. 117

    Risk Analysis ........................................................................................................................................ 117

    6.1 External forces .......................................................................................................................... 118

    6.1.1 Changing in customer need ............................................................................................... 118

    6.1.2 Political condition............................................................................................................... 119

    6.1.3 Economic condition ............................................................................................................ 119

    6.1.4 Competitive condition........................................................................................................ 120

    6.1.5 Risk of electricity error and fire ......................................................................................... 120

    6.2 Internal Forces .......................................................................................................................... 120

    6.2.1 Human Resource ................................................................................................................ 120

    6.2.2 Time management risk ...................................................................................................... 121

    6.2.3 Management Information System ..................................................................................... 121

    6.2.4 Security of Company .......................................................................................................... 122

    6.3 Risk of financial ......................................................................................................................... 123

    6.4 Conclusion ................................................................................................................................. 128

    Chapter 7 ............................................................................................................................................. 129

    Summary ............................................................................................................................................. 129

    Bibliography ........................................................................................................................................ 131

    Appendix ............................................................................................................................................. 137

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    Chapter 1

    Introduction

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    1.1 Background and Significance of the project

    Imagine how cool if we have indoor beach in the city without pollution, natural

    disaster with all the natural resources that we will place it into this place.1

    It also includes

    many trees, flowers, sand, the unique decoration inside this place, and the duplicate model of

    the real sky when they are closing the dome. The dome can close the weather outside was so

    bad such as too hot, too cold, too cloudy, the dome is painted blue like the sky with fluffy

    cloud, so the atmosphere above the beach will be the same as the real blue sky.2

    Chiang Rai atmosphere is quite good. When it becomes winter, tourism from around

    countries comes to the Northern part of Thailand because of the better weather than other

    parts in Thailand. The average for the whole year, the lowest is about 18.6 C and the highest

    is about 30.7 C. The province is rich in tourism resources in terms of natural attractions. It is

    also home to various hill tribes. Chiang Rai is also a tourism gateway into Myanmar and Laos

    which has the border related with Chiang Rai. The very popular place in Chiang Rai has

    many places such as Doi Tungis a revered mountain which includes the Doi Tung Palace and

    the Mae Fah Luang Flower Garden. The Wat Phra Tha Doi Tung Holy Relic, an old religious

    site on top of the mountain, is about 2,000 meters above sea level, Wat Rong Khun, this

    temple was designed and built by artist Chaloemchai Khositphiphat. A white ordination hall

    Phra Ubosot - is decorated with silver glittering pieces of mirrors. There are large paintings of

    the Lord Buddha in different gestures. And the foreigner tourism usually travels by

    themselves in a kind of group, family and friends. They usually go to shopping and go to the

    temple most by their own car and by plane.

    In our team opinion, we see an opportunity to make an indoor beach in the city which

    their land is not closing to the sea and water. Our team chooses Chiang Rai the most Northern

    Province in Thailand because the Northern area of Thailand is not close to the sea in the

    1http://www.impactlab.net/2006/03/02/japans-indoor-man-made-beach/

    2http://hubpages.com/hub/The-Largest-Indoor-beach-New-Idea-for-Recreational-Place

    http://en.wikipedia.org/wiki/Myanmarhttp://en.wikipedia.org/wiki/Laoshttp://en.wikipedia.org/wiki/Wat_Rong_Khunhttp://www.impactlab.net/2006/03/02/japans-indoor-man-made-beach/http://www.impactlab.net/2006/03/02/japans-indoor-man-made-beach/http://www.impactlab.net/2006/03/02/japans-indoor-man-made-beach/http://hubpages.com/hub/The-Largest-Indoor-beach-New-Idea-for-Recreational-Placehttp://hubpages.com/hub/The-Largest-Indoor-beach-New-Idea-for-Recreational-Placehttp://hubpages.com/hub/The-Largest-Indoor-beach-New-Idea-for-Recreational-Placehttp://hubpages.com/hub/The-Largest-Indoor-beach-New-Idea-for-Recreational-Placehttp://www.impactlab.net/2006/03/02/japans-indoor-man-made-beach/http://en.wikipedia.org/wiki/Wat_Rong_Khunhttp://en.wikipedia.org/wiki/Laoshttp://en.wikipedia.org/wiki/Myanmar
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    - Know about the travel behavior of people in the North of Thailand especially peoplein Chiang Rai and nearby areas.

    - Get to know how to manage the financial risk.- Experience has been increased and can be used as guidelines for future work.- Increase problem solving skill during working in group work.

    1.4 Activities/Time Frame

    Operation Method November December January February1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4

    1. To study general information abouttourism

    2. To study about behavior of people thattravel in Chiang Rai and around the

    northern.

    3.

    To study of structure and raw materialsfor construction a dome.

    4. To study of the location for establishes adome.

    5. To study about Segment, Target andPosition strategy.

    6. To analyze market and travel trends ofthe target groups.

    7. To analyze the existing competitors inthe Northern tourism market.

    8. To analyze the financial feasibility oftourism investment.

    9. To analyze the risk of tourisminvestment.

    10. To the summary of project feasibility.

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    Chapter 2

    Industry Profile

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    2.1 Nature of Industry

    In Japanese summer time, the weather should be hot but the rain season hasnt quietended yet because Japanese people are not able to do the outdoor activities such as swimming

    or surfing etc. So they have been established the Ocean Dome for their other alternative for

    their citizen. The Seagaia Ocean Dome is the worlds largest indoorwater park and located in

    Japan, on the island of Kyushu, in the city of Miyazaki. The Seagaia Ocean Dome is a part of

    Sheraton Seagais Resort that is beginning operates in 1993. The water park is 300m long and

    100m wide. Every year it welcomes more than 1 million visitors. Seagaia Ocean Dome also

    boasts with the largest retractable roof in the world. There is the large beach with fine white

    sand and water with temperature 28 C. The air has a temperature around 30 C. There are

    restaurants, bars and small man-made volcano that spew fire and from which you can ride on

    a roller coaster. There are also interesting machines that are able to create tidal waves. In the

    surrounding area of Seagaia Ocean Dome there are golf courses, tennis courts, hotel and zoo.

    There is also a large parking lot. Seagaia Ocean Dome is open all year.3

    In every part of Thailand have many tourist locations for Thai people and foreign. In

    the part also different style because it depends on the area such as in the North of Thailand is

    filled with the mountains which suitable for travel in winter season, in the South of Thailand

    have a lot of the sea which suitable for travel in summer season. The distance of in every part

    is so far and difficult to go and it must be a long time to go so it makes the traveler is tried to

    travel. Sometime in the high season, the lodging may be full because there are many travelers

    come to same place.

    So, our group thing that, we will establish the Ocean Dome in Chiang Rai for the

    people who live in the north of Thailand because in the north of Thailand doesnt have the

    sea. The Ocean Dome is the new tourist attraction that looks like the model sea. This place is

    suitable for the people in the north of Thailand who have less time for travel and want to go

    to the sea. And this place is also new tourist location that is a new alternative and attraction

    the traveler all both Thai people and foreign people come to join in the north of Thailand.

    3http://www.gluckman.com/IndoorBeach.html

    http://www.gluckman.com/IndoorBeach.htmlhttp://www.gluckman.com/IndoorBeach.htmlhttp://www.gluckman.com/IndoorBeach.htmlhttp://www.gluckman.com/IndoorBeach.html
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    2.6 Strategy

    2.6.1 Corporate Strategy

    Ocean Dome is the new business that will have established in Chiang Rai. We choosethis business because Chiang Rai is the Northern of Thailand. And it has a mountain

    landscape and the area which far from the sea. If you are traveling there, it takes a long time

    of journey. So, we think to build the sea at Chiang Rai for attract traveler in domestic and

    foreigners whole make reputation with Chiang Rai. Ocean Dome is the new business in

    Thailand because nowhere to create it. We are planning strategy in the first year and the

    second year; we will have focused on families, couple, and children because this group is our

    targets that make our business have developed rapidly. At the beginning of the third year, we

    are emphasizing foreign tourists but still retain its first customers. We will have changed the

    attitude of the client when customer come to Ocean Dome that the attitude Ocean Dome is a

    travelling place that the transformation is A place of memories (including smile laugh and

    relationship to give each of them together). If we can exchange attitude of customers to think

    as our objective then our business has grown up and get a lot of profit more than ever.

    2.6.2 Business Strategy

    Ocean Dome is the new business that will have established in Chiang Rai of Thailand.

    Ocean Dome is new businesses so not have competitors. Ocean Dome creates a lot of budget

    therefore a ticket makes a relatively high price that this may give us all the opportunity to use

    strategy to attract customers costs and may cause disadvantage competing vendor wishing to

    do our business. We need a promotion strategy as our Ocean Dome to create modeling from

    the sea bring on inside a dome whence we need a real device such as sand, sea, or tree to

    match the name of Ocean Dome. The first, in to allow customers to know our business is

    advertising. We will have been advertising flyer plate as well as on the Website to attract

    customers. When it is launched Ocean Dome, we will have come to any pricing

    negotiations with customers such as If the first 3000 customers within 3 days to use our

    service, we will have registered an account for free along with distribution of a special for

    member. If the customers do not sign on time period, we are setting a promotion so that the

    customers choose to use. If the customers Birthday Anniversary or Wedding Anniversary, we

    are sending Give Voucher and a discount for service such as discount for restaurant,

    discount for hotel in Chiang Rai cause our business corporate with other business. We

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    specific marketing strategy about pricing and promotion for attractive the customers who

    belong to slogan our business when the customers come here Ocean Dome is a place of

    memories [smile, laugh, and relationship give each of them together]

    2.6.3 Functional Strategy

    Our business is to market the tourism depends on the strategies of the company and

    related to the planning process so that appropriate and consistent with corporate strategy and

    business strategy for our business operations to efficiently as possible and to achieve the

    target set by the Business strategy, we have the following details.

    2.6.3.1 Market Strategy

    Production Strategy

    - Our product is service, so we will have focused on providingcustomers with quality service and customer satisfaction to meet

    most customer needs.

    - To create a distinctive service as a symbol of our businesscustomers can easily recognize that the Ocean Dome is a service

    that is different with the others.

    - If the clients are writing to advice or comment wind about ourservices, we will have preceded immediately to improve customer

    satisfaction possible

    Price Strategy

    - Because we are not competitive pricing, so we can identify andown price

    - When we priced our own ticket prices have a higher, so we aremaking incorporated client, to choose to use cost-effective.

    Place Strategy

    - We need a lot of space in a dome, so we chose the suburbs area toprevent traffic congestion within the city and easy to find our

    dome.

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    Promotion Strategy

    - The first three days of launching the Ocean Dome will allows thecustomer to subscribe to free people of 3,000 [ 1,000/days].

    - Discounts when using our services in the dome, which we willhave discount coupons for restaurants, boutique hotels as well.

    - When the Birthday Anniversary or Wedding Day anniversary willhave given Give Vouchers from the Ocean Dome for special

    occasions delivered to your home.

    2.6.3.2 Financial Strategy

    - Plan and management with flat budgets and expenditure throughout

    the day.

    - Risk analysis to the financial planning and preparation to

    management with financial problems that will have arises for the fever

    can be solved immediately when problems occur.

    - Check the budget revenue and expenditure every month.

    - Planning, budgeting and expenditure for the infantry advance.

    2.6.3.3 Human Resource Management

    - Hire qualified employees in the company and the most important of a

    love of service.

    - When hiring a coaching staff throughout training and testing time so

    that employee can take care of the service to meet customer needs

    - Set rules and regulations imposed on employees at work to prevent

    problems within the staff themselves.

    - Penalties when employee violated or is a serious offense.

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    3.1 General information of Chiang Rai

    3.1.1 Location and Area

    Chiang Rai province located in the most Northern of Thailand. The distance is far

    away from Bangkok to the North about 805 km in total area of 11,678.369 square kilometers

    and located above sea level, approximately 416 meters. 5

    The Provincial brand of Chiang Rai

    3.1.2 Border line

    To the north: Republic of the Union of Myanmar and Lao People's Democratic

    Republic

    To the south: Lampang and Phayao

    To the west: Lao People's Democratic Republic and Phayao

    To the east: Republic of the Union of Myanmar and Chiang Mai

    3.1.3 Geography

    Chiang Rai province classify in the category as high mountains in the northern

    continents (North Continental Highland) the plateau is spread into other patches in Mae Suai

    5http://www.chiangrai.net/CPOC/2010/cr_page/about.aspx

    http://www.chiangrai.net/CPOC/2010/cr_page/about.aspxhttp://www.chiangrai.net/CPOC/2010/cr_page/about.aspxhttp://www.chiangrai.net/CPOC/2010/cr_page/about.aspxhttp://www.chiangrai.net/CPOC/2010/cr_page/about.aspx
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    district, Chiang Khong and Wiang Pa Pao district. The Mountain layer height from 1500 to

    2000 meters above sea level, and the lowest plain level is the river plains Ing from the south

    part of Chaing Kong district.

    According to Chiang Rai is the most Northern Province in Thailand, so it influences

    from the sea less than other provinces and most of the terrains are high mountains and forests.

    Then, the temperature in each season will be very different in the year 2541; Chiang Rai

    province has the highest temperature to 36.4 degrees Celsius in April and the lowest

    temperature of 8.7 degrees Celsius in December.

    3.1.4 Population

    From statistic of the Department of the Interior ministry of interior, in year 2545

    Chiang Rai province has the population 1,274,214 people which are males about 634,255

    people and females about 639,255 people. The approximately of male is representing 49.8%

    of all population. Population is 221,982 people in the municipality; representing 16.7 percent

    of the remaining 1,062,443 people or 83.3 percent are over.

    Ruling

    In year 2545, Chiang Rai divided the authority into provincial which contains 16

    administrative districts, 2 separate 124 Sub-District and 1,655 villages which contain Muang

    Khong district, Chiang Rai Khun Tan, Chiang Saen district, entertainment district, Phaya

    Mengrai Daet Phan, Mae Chan district, Mae Fa Luang, Mae Suai District, Wiang Kaen, Mae

    Sai district, Wiang Chai, Wiang Pa Pa Mae Lao, Wiang Chiang Rung and Doi Luang District.

    3.1.5 Basic infrastructureTransportation: Chiang Rai has 2 type of transportation that is by land and by air but it

    also has by water which is about natural of tourism.

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    By landIt is route nationale that pass through in different district in each province. It links

    between Chiang Rai and Chiang Mai, Chiang Rai and Phayao and the main road that linksbetween in different districts.

    By airChiang Rai has 2 airports. The first, it uses for public administration of air force that

    located on municipality of Chiang Rai. The second, it uses for commerce that located on

    Bandoo sub-district in Chiang Rai province. This airport is also international airport that has

    high quality and effectively of communication tool.6

    3.2 PEST analysis

    PEST is the process that as tool for analyzing the external environment of macro-level

    market especially include with;

    1. PPolitical Analyze the impact of politics, including law.

    2. EEconomics Analyze the impact of economic conditions and economic factors.

    3. SSocial Analyze the impact of social and cultural living conditions.

    4. TTechnology analyze the affect from Technology orInnovation and others

    3.2.1 Political

    According to the political crisis in Thailand in 2-3 years ago that effect to tourism

    business in Thailand so much. It also includes the effect to confidence to safety of foreign

    who are travel in Thailand. It is wasting to expansion of foreign tourist in Thailand. After

    that, situation crisis in Bangkok between Aprils to May are ended and every groups are

    corporate together it makes the tourism business is to be better. And now the government has

    6http://chiangrai.nso.go.th/chrai/chrai.html

    http://chiangrai.nso.go.th/chrai/chrai.htmlhttp://chiangrai.nso.go.th/chrai/chrai.htmlhttp://chiangrai.nso.go.th/chrai/chrai.htmlhttp://chiangrai.nso.go.th/chrai/chrai.html
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    a policy to promote Thailand's tourism. It influences people's decision to increase domestic

    tourism. The domestic tourism will depend on government policybecause they can create

    campaigns to motivate tourism come to travel in domestic country. 7

    In the North of Thailand, Chiang Rai province is the one province as support tourism

    by government. In this reason, it can attract people who want to travel in Chiang Rai and will

    increase the number of tourism in the North of Thailand. 8

    3.2.2 Economics

    To analyze the customer purchasing power are analyze by using the Gross Domestic

    Product (GDP) of the country which is to represent the information about expenditure of

    people. And our market is in Chiang Rai province or in the North of Thailand.9

    So, The

    Gross Provincial Product (GPP) is important information to analyze purchasing power of

    customer in Chiang Rai and in the North of Thailand.10

    7http://www.kasikornresearch.com/TH/KEcon%20Analysis/Pages/ViewSummary.aspx?doci

    d=25041

    8http://www.kasikornresearch.com/TH/KEcon%20Analysis/Pages/ViewSummary.aspx?doci

    d=16364

    9http://www.nesdb.go.th/Default.aspx?tabid=96

    10http://www.nesdb.go.th/Portals/0/eco_datas/account/gpp/2009/TABLE%20IN%20GPP%2

    0BOOK%202009p1.zip

    http://www.kasikornresearch.com/TH/KEcon%20Analysis/Pages/ViewSummary.aspx?docid=25041http://www.kasikornresearch.com/TH/KEcon%20Analysis/Pages/ViewSummary.aspx?docid=25041http://www.kasikornresearch.com/TH/KEcon%20Analysis/Pages/ViewSummary.aspx?docid=25041http://www.kasikornresearch.com/TH/KEcon%20Analysis/Pages/ViewSummary.aspx?docid=25041http://www.kasikornresearch.com/TH/KEcon%20Analysis/Pages/ViewSummary.aspx?docid=16364http://www.kasikornresearch.com/TH/KEcon%20Analysis/Pages/ViewSummary.aspx?docid=16364http://www.kasikornresearch.com/TH/KEcon%20Analysis/Pages/ViewSummary.aspx?docid=16364http://www.kasikornresearch.com/TH/KEcon%20Analysis/Pages/ViewSummary.aspx?docid=16364http://www.nesdb.go.th/Default.aspx?tabid=96http://www.nesdb.go.th/Default.aspx?tabid=96http://www.nesdb.go.th/Default.aspx?tabid=96http://www.nesdb.go.th/Portals/0/eco_datas/account/gpp/2009/TABLE%20IN%20GPP%20BOOK%202009p1.ziphttp://www.nesdb.go.th/Portals/0/eco_datas/account/gpp/2009/TABLE%20IN%20GPP%20BOOK%202009p1.ziphttp://www.nesdb.go.th/Portals/0/eco_datas/account/gpp/2009/TABLE%20IN%20GPP%20BOOK%202009p1.ziphttp://www.nesdb.go.th/Portals/0/eco_datas/account/gpp/2009/TABLE%20IN%20GPP%20BOOK%202009p1.ziphttp://www.nesdb.go.th/Portals/0/eco_datas/account/gpp/2009/TABLE%20IN%20GPP%20BOOK%202009p1.ziphttp://www.nesdb.go.th/Portals/0/eco_datas/account/gpp/2009/TABLE%20IN%20GPP%20BOOK%202009p1.ziphttp://www.nesdb.go.th/Default.aspx?tabid=96http://www.kasikornresearch.com/TH/KEcon%20Analysis/Pages/ViewSummary.aspx?docid=16364http://www.kasikornresearch.com/TH/KEcon%20Analysis/Pages/ViewSummary.aspx?docid=16364http://www.kasikornresearch.com/TH/KEcon%20Analysis/Pages/ViewSummary.aspx?docid=25041http://www.kasikornresearch.com/TH/KEcon%20Analysis/Pages/ViewSummary.aspx?docid=25041
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    GROSS REGIONAL PRODUCT IN NORTHERN OF THAILAND (Millions of Baht)

    2002 2003 2004 2005 2006r 2007r 2008p 2009p1

    Agriculture 96,490 116,549 124,096 139,061 166,916 178,804 231,000 219,567

    Agriculture,

    Hunting and

    Forestry

    94,228 113,319 120,478 135,723 163,596 175,454 227,111 215,164

    Fishing 2,262 3,230 3,618 3,338 3,320 3,350 3,889 4,403

    Non-

    Agriculture390,779 415,890 443,967 478,912 530,423 578,579 612,244 643,090

    Mining and

    Quarrying20,083 20,170 22,533 25,900 28,936 30,330 32,557 43,552

    Manufacturing 77,070 95,552 98,285 100,922 117,927 132,796 144,499 148,595Electricity, Gas

    and Water

    Supply

    10,030 10,460 11,576 12,534 13,839 14,088 14,126 15,470

    Construction 22,500 24,052 26,476 26,129 27,941 32,960 31,625 33,429

    Wholesale and

    Retail Trade;

    Repair of Motor

    Vehicles,

    Motorcycles and

    Personal andHousehold

    Goods

    87,332 87,726 92,226 99,234 106,357 113,189 126,042 126,130

    Hotels and

    Restaurants13,028 13,064 14,728 15,760 17,716 19,150 20,117 21,276

    Transport,

    Storage and

    Communications

    22,532 23,588 25,354 26,818 29,101 30,118 31,354 32,456

    Financial

    Intermediation14,708 15,291 18,239 19,549 24,359 27,185 28,901 30,484

    Real Estate,

    Renting andBusiness

    Activities

    22,415 22,550 22,896 23,662 24,580 25,042 24,694 23,719

    Public

    Administration

    and Defence;

    Compulsory

    Social Security

    33,614 35,887 39,498 44,715 47,789 51,127 54,135 56,031

    Education 42,489 43,205 44,948 52,987 58,403 66,510 67,161 72,595

    Health and

    Social Work19,145 18,044 20,273 23,376 25,933 28,622 29,586 31,512

    Other 5,108 5,532 6,123 6,475 6,662 6,526 6,455 6,795

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    Community,

    Social and

    Personal

    Services

    ActivitiesPrivate

    Households with

    Employed

    Persons

    726 769 813 851 880 936 993 1,048

    Gross Regional

    Product (GRP)487,269 532,439 568,063 617,973 697,339 757,383 843,244 862,657

    GRP Per capita

    (Baht)41,292 44,921 47,742 51,745 58,171 62,921 69,773 71,105

    Population

    (1,000 persons) 11,801 11,853 11,899 11,943 11,988 12,037 12,086 12,132

    Average monthly income per household: 2007To analyze the income of customer which is can help to explain the amount of

    revenue for supporting purchasing power of customer.11

    From the survey of Chiang Rai Statistical Office, the total income per mouth of

    household in Chiang Rai was about 13,278 Bath. The main income about 28.42% was from

    current income such as net profit for working in business, wages and salaries 22.81%, non-

    money income 18.23%, net profit from faming 12.03%, current transfer 12.03%, property

    income 0.95%. For the non-current money income was about 2.24%.12

    11http://chiangrai.nso.go.th/nso/project/table/files/chrai/O-src-07/2550/000/chrai_O-src-

    07_2550_000_40000100.xls

    12http://chiangrai.nso.go.th/nso/project/table/files/chrai/O-src-07/2550/000/chrai_O-src-

    07_2550_000_40000200.xls

    http://chiangrai.nso.go.th/nso/project/table/files/chrai/O-src-07/2550/000/chrai_O-src-07_2550_000_40000100.xlshttp://chiangrai.nso.go.th/nso/project/table/files/chrai/O-src-07/2550/000/chrai_O-src-07_2550_000_40000100.xlshttp://chiangrai.nso.go.th/nso/project/table/files/chrai/O-src-07/2550/000/chrai_O-src-07_2550_000_40000100.xlshttp://chiangrai.nso.go.th/nso/project/table/files/chrai/O-src-07/2550/000/chrai_O-src-07_2550_000_40000100.xlshttp://chiangrai.nso.go.th/nso/project/table/files/chrai/O-src-07/2550/000/chrai_O-src-07_2550_000_40000200.xlshttp://chiangrai.nso.go.th/nso/project/table/files/chrai/O-src-07/2550/000/chrai_O-src-07_2550_000_40000200.xlshttp://chiangrai.nso.go.th/nso/project/table/files/chrai/O-src-07/2550/000/chrai_O-src-07_2550_000_40000200.xlshttp://chiangrai.nso.go.th/nso/project/table/files/chrai/O-src-07/2550/000/chrai_O-src-07_2550_000_40000200.xlshttp://chiangrai.nso.go.th/nso/project/table/files/chrai/O-src-07/2550/000/chrai_O-src-07_2550_000_40000200.xlshttp://chiangrai.nso.go.th/nso/project/table/files/chrai/O-src-07/2550/000/chrai_O-src-07_2550_000_40000200.xlshttp://chiangrai.nso.go.th/nso/project/table/files/chrai/O-src-07/2550/000/chrai_O-src-07_2550_000_40000100.xlshttp://chiangrai.nso.go.th/nso/project/table/files/chrai/O-src-07/2550/000/chrai_O-src-07_2550_000_40000100.xls
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    Average monthly expenditure per household: 2009To know exactly, the purchasing power of customer that how much they would like to

    pay for our services which are we have to analyze for expenses.

    13

    From the survey of Chiang Rai Statistical Office, the total expenditure per month of

    household in Chiang Rai was about 10,337. The main expense was paid for consumption

    expenditure such as food beverage and tobacco 37.64%, transport and communication

    18.83%, Housing, household, operation, furniture and equipment 16.92%, Medical, health

    care and personal care 5.46%, Apparel and footwear 2.28%, other expense 6.14%. For non-

    consumption expenditure was about 12.56%.14

    According to above information, the purchasing power of customer which is pay for

    our services can analyze that we should focus on food and beverage in our service because

    the customer willing to pay for that much. And almost of their income come from working in

    business so we can predict our customer should be the people who have their own business or

    in the middle class.

    3.2.3 Social and Environment Analysis

    The population in the Northern part of Thailand, there are involved 9 provinces,approximately 6 million people. The most population in the North are in Chiang Mai,

    followed by Chiang Rai, Lampang, Phayao, Phare, Uttaradit, Nan, Lamphun, and the least of

    population is Mae Hong Son, because the transportation is not convenient and out of the city.

    The density of population in the Northern is approximately 67 people of miles square.

    The distribution of population in the North, the terrain is very mountainous and the upland

    will have less people living over there. For example, Mae Hong Son areas that located in the

    plains between the mountains and valley with a stream flowing through the land. As you can

    see, the Northern part had less population density when compare with the other parts of

    13http://chiangrai.nso.go.th/nso/project/table/files/chrai/O-src-07/2552/000/chrai_O-src-

    07_2552_000_40000100.xls

    14http://chiangrai.nso.go.th/nso/project/table/files/chrai/O-src-07/2552/000/chrai_O-src-

    07_2552_000_40000200.xls

    http://chiangrai.nso.go.th/nso/project/table/files/chrai/O-src-07/2552/000/chrai_O-src-07_2552_000_40000100.xlshttp://chiangrai.nso.go.th/nso/project/table/files/chrai/O-src-07/2552/000/chrai_O-src-07_2552_000_40000100.xlshttp://chiangrai.nso.go.th/nso/project/table/files/chrai/O-src-07/2552/000/chrai_O-src-07_2552_000_40000100.xlshttp://chiangrai.nso.go.th/nso/project/table/files/chrai/O-src-07/2552/000/chrai_O-src-07_2552_000_40000100.xlshttp://chiangrai.nso.go.th/nso/project/table/files/chrai/O-src-07/2552/000/chrai_O-src-07_2552_000_40000200.xlshttp://chiangrai.nso.go.th/nso/project/table/files/chrai/O-src-07/2552/000/chrai_O-src-07_2552_000_40000200.xlshttp://chiangrai.nso.go.th/nso/project/table/files/chrai/O-src-07/2552/000/chrai_O-src-07_2552_000_40000200.xlshttp://chiangrai.nso.go.th/nso/project/table/files/chrai/O-src-07/2552/000/chrai_O-src-07_2552_000_40000200.xlshttp://chiangrai.nso.go.th/nso/project/table/files/chrai/O-src-07/2552/000/chrai_O-src-07_2552_000_40000200.xlshttp://chiangrai.nso.go.th/nso/project/table/files/chrai/O-src-07/2552/000/chrai_O-src-07_2552_000_40000200.xlshttp://chiangrai.nso.go.th/nso/project/table/files/chrai/O-src-07/2552/000/chrai_O-src-07_2552_000_40000100.xlshttp://chiangrai.nso.go.th/nso/project/table/files/chrai/O-src-07/2552/000/chrai_O-src-07_2552_000_40000100.xls
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    Thailand because of the mainly of the terrain cover with mountains. Growth rate of the

    population in the North remained high and the increasing of migration from rural areas move

    into the city because of the economic growth, trade and services as follow.15

    3.2.4 Technology

    Technology is the process by which humans modify nature to meet their needs and

    wants. Technology includes the entire infrastructure necessary for the design, manufacture,

    operation, and repair of technological.16

    Why is technology related to the Ocean Dome? Because we are using very high

    technology inside this dome which is very important factor for running this business. First of

    all, the electricity includes the entire moving thing around the indoor ocean dome. One of the

    highlight thing is the roof of the dome, it can opens and close depends on the weather outside

    if it rains or storms you can close it which provided a permanently blue sky also. So, it will

    be benefit for the indoor dome. The water control also needs technology system to manage

    the water in the indoor ocean dome. We also use the buying ticket machine system for the

    customer to be easier and more convenience. The air temperature will held at around 30degrees Celsius and the water at around 28, it is the suitable temperature for the indoor ocean

    dome. The playthings are also need technology to control, we have separate plaything which

    is tower, beach, artificial sand and slider. We have big slider which has many gutters,

    artificial sea, and raft with high speed that attract young people can enjoy with the indoor

    ocean dome by using high technology to control water pass. Overall, we need technology to

    control all over the things in the indoor ocean dome.

    15 http://www.boonyapradit.com/sci3areerat4.htm

    16http://www.members.nae.edu/nae/techlithome.nsf/weblinks/KGRG-

    55A3ER?OpenDocument

    http://www.boonyapradit.com/sci3areerat4.htmhttp://www.boonyapradit.com/sci3areerat4.htmhttp://www.members.nae.edu/nae/techlithome.nsf/weblinks/KGRG-55A3ER?OpenDocumenthttp://www.members.nae.edu/nae/techlithome.nsf/weblinks/KGRG-55A3ER?OpenDocumenthttp://www.members.nae.edu/nae/techlithome.nsf/weblinks/KGRG-55A3ER?OpenDocumenthttp://www.members.nae.edu/nae/techlithome.nsf/weblinks/KGRG-55A3ER?OpenDocumenthttp://www.members.nae.edu/nae/techlithome.nsf/weblinks/KGRG-55A3ER?OpenDocumenthttp://www.members.nae.edu/nae/techlithome.nsf/weblinks/KGRG-55A3ER?OpenDocumenthttp://www.boonyapradit.com/sci3areerat4.htm
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    3.3 Competition Analysis

    3.3.1 Competitor Analysis

    Competitor analysis is analyzing of other competitor in domestic. When 1993 Japanopened Ocean Dome and can attractive tourism in domestic and foreign so we are creating

    Ocean Dome for attention tourism in domestic and foreign for travel in the Northern. Ocean

    Dome is a new business so have not direct competitor but have indirect competitor. Indirect

    competitor is a business about Water Park then we survey Water Park in domestic and find

    3 Water park each of strength at Bangkok, Pattaya and Phuket including

    3.3.1.1Siam Park CityAmornphant-nakorn Co., Ltd. was established in 1975 .The project later became a

    1000 Rai of housing village accommodated with a 300 Rai of water-park-and-amusement-

    park under the name of Suan Siam.17

    Suan Siam first day opening was on 19 November

    1980 with the great support from consumer.the park was then later be known nationwide as

    Suan Siam; The Bangkoks sea. With the short motto of Suan Siamthe world of endless

    happiness on the big area of 300 Rai, the place filled with rides, facilities and natural

    environment that can provides the great leisure time to families & friends of all ages.18

    Strength: Water Park opened for a long time. A journey has a quick and easy because

    Siam Park City located at Kannayao Bangkok. Siam Park City included Nature Park to meet

    customer needs.

    17http://www.siamparkcity.com/aboutus.php

    18http://www.thailandqa.com/forum/showthread.php?16653-Woman-dies-as-ride-fails-at-

    Siam-Park

    http://www.siamparkcity.com/aboutus.phphttp://www.siamparkcity.com/aboutus.phphttp://www.thailandqa.com/forum/showthread.php?16653-Woman-dies-as-ride-fails-at-Siam-Parkhttp://www.thailandqa.com/forum/showthread.php?16653-Woman-dies-as-ride-fails-at-Siam-Parkhttp://www.thailandqa.com/forum/showthread.php?16653-Woman-dies-as-ride-fails-at-Siam-Parkhttp://www.thailandqa.com/forum/showthread.php?16653-Woman-dies-as-ride-fails-at-Siam-Parkhttp://www.thailandqa.com/forum/showthread.php?16653-Woman-dies-as-ride-fails-at-Siam-Parkhttp://www.siamparkcity.com/aboutus.php
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    Weakness: Siam Park City had the new about the player's water park that is not

    standard, so the women had an accident on the player Indiana. Then, many people not trust

    the security of Siam Park City more than ever.

    Market Strategy

    Price: have 2 types

    1. Admission19- Ticket Price: Admissions Kids under 100 cm. height gets free admission and pass toWater park (excluded Ride fee)

    - Purchase Online:4 - 30 days

    (bath)

    31-60 days

    (bath)

    61-365 days

    (bath)

    Si-Am Day

    Pass

    600 500 450

    Si-Am Kid

    Pass

    (Kids under

    130 cm. height)

    100 100 50

    2. Attractions Charge: 20- Small World (For kids under 130 cm.): Mini Carousel 30 Baht

    Swan 30 Baht

    Mini Boat 30 Baht

    Mini Motorcycle 30 Baht

    Play Port 30 Baht

    19http://www.siamparkcity.com/en/ticket.php

    20http://www.siamparkcity.com/en/price_attraction.php

    http://www.siamparkcity.com/en/ticket.phphttp://www.siamparkcity.com/en/ticket.phphttp://www.siamparkcity.com/en/ticket.phphttp://www.siamparkcity.com/en/price_attraction.phphttp://www.siamparkcity.com/en/price_attraction.phphttp://www.siamparkcity.com/en/price_attraction.phphttp://www.siamparkcity.com/en/price_attraction.phphttp://www.siamparkcity.com/en/ticket.php
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    Mini Astrofighter 30 Baht

    - FANTASY WORLD (For persons above 130 cm.)

    Twin Dragon 60 Baht

    Astrofighter 30 Baht

    Trabant 30 Baht

    Monster 30 Baht

    Rock&Roll 30 Baht

    Tagada Disco 30 Baht

    - FAMILY WORLD (No Height Limits)

    Africa Adventure by Boat adult 120 Baht Kids 60 Baht

    Africa Adventure by Train adult 60 Baht Kids 30 Baht

    SiAm Tower adult 120 Baht / kids 60 Baht

    Dinotopia 30 Baht

    Jurassic Adventure 60 Baht

    Big Double Shock 60 Baht

    Astro - Liner 30 Baht

    Double - Deck Merry - Go - Round 30 Baht

    Log Flume 120 Baht

    For Persons above 100 cm. / kids below 130 cm. Must be accompanied by their

    parents

    - X-ZONE (For persons above 130 cm)

    Boomerang 150 bahtCondor 60 baht

    Vortex 300 baht

    Giant Drop 120 baht

    Enterprise 90 baht

    Top spin 90 baht

    Balloon Race 60 baht

    Aladdin 60 baht

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    Place: Siam Park City located at Saereethai Rd. Kannayao Bangkok since a journey

    has an easy and has two ways to come Siam Park City. The 2 ways to go to Siam Park City

    are by car and by bus. Siam Park emphasizes distribution service to customer because their

    think customers are god. Siam Park use 2 methods in advertising are handbill and advertising

    on radio. Siam Park employ many people distribute handbill and employ the free ticket who

    interested it.

    Promotion: Siam Park City prepared card at 30 years anniversary in order to provide

    benefits for customers include

    Si-Am Kids Pass: Si-Am Kids Pass 100 Baht. (for kids under 130 cm. high)

    Admission to Water Park and unlimited kids rides in Small World and Family World.

    Si -Am Fantasy Pass: Si -Am Fantasy Pass 300 Baht. Admission to Water Park and

    unlimited rides in Family world, Fantasy world.

    Si-Am Day Pass: Si-Am Day Pass 900 baht. Special price only 600 Baht from today

    until 18 November 2010. Admission to Water Park and unlimited rides.

    Si-Am Swim Club: Si-Am Swim Club Adult 1,000 Baht, Kid 600 baths. For annual

    per Water Park pass.

    Si-Am Year Pass: Si-Am Year Pass 2,000 Baht. For annual Water Park and unlimited

    rides

    Si-Am Day Pass Si-Am Swim Club

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    Si-Am Year Pass

    Product: Siam Park City is a Water Park and Fun Park and concern about service so

    specific customer for customer needs. Siam Park City improve and development inside Water

    Park for support customers.

    3.3.1.2Pattaya ParkNot only enjoy dipping in the sea, but here you would also challenge the thrill of

    entertainment on our giant Water slides,swim around the whirlpool or tanning your skin on

    our private beach, here the only Water Park of Pattaya. Splash through the water slides and

    relax in the whirlpool by the beach Water Park.21

    Strength: Then most playthings emphasize of children and families such as slider,

    padding pool, or white sand. The price has not expensive for tourist. Pattaya Park has located

    near Bangkok so can easy to travel and not use a many time. Pattaya Park included Fun Park,

    and hotel so can sleeping in this.

    Weakness: In addition Pattaya Park is opened city so have many foreign and many

    tourist that the problem of traffic is important because Pattaya Park located at center of city.

    Market Strategy

    Price: Older 100 baht. Children 50-100 baht

    Place: 345 Jomtien Beach, Pattaya City, Chonburi 20150 Thailand. Easy to travel by

    car, Bus Terminal, Railway Station. (Source: http://www.pattayapark.com/locationmap.html)

    21http://www.pattayapark.com/waterpark.html

    http://www.pattayapark.com/waterpark.htmlhttp://www.pattayapark.com/waterpark.htmlhttp://www.pattayapark.com/waterpark.htmlhttp://www.pattayapark.com/waterpark.html
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    Advertising of Pattaya Park emphasize on web site more than handbill or on TV channel

    because appreciate customer around the world. And Pattaya Park is prominent point of

    Pattaya Park then customer come to Pattaya who should the first place is Pattaya Park

    Promotion: The price of 3 playthings around150 baht andforeign around 300 baht.

    (Source: http://www.teawmuangthai.com/chonburi/059/)

    Product: Pattaya Park included Fun Park, Water Park, and the last Hotel so specific

    services and focus customer. Pattay Park emphasize to impression when customer come to

    service here.

    3.3.1.3Splash JunglesSplash Jungle is a thriving and safe destination for everyone to enjoy, from toe

    dipping kids pools to exhilarating rides like Boomerango! And where better to have a day of

    adventure than at the edge of Phukets jungle overlooking the pristine and untouched beauty

    of Mai Khoo Beach, the perfect scene to get wet. The little ones can splash, play and slide in

    their own kids pool, whilst Mom and Dad can enjoy a drink at the swim-up Splash Bar or

    escape into the Spa Village for a sauna.22

    Market Strategy

    Price: Phuket is a wonderful in Southest at Thailand so forign and tourist in domestic

    interest because many place to travel.23

    Splash Jungles is top five when come to Phuket.

    Splash Jungles has expensive price:

    Adults THB 1795

    Children 1050 (Height 100-130cm/Complimentary under 10cm)

    22http://splashjunglephuket.com/

    23http://splashjunglephuket.com/information/

    http://splashjunglephuket.com/http://splashjunglephuket.com/http://splashjunglephuket.com/http://splashjunglephuket.com/information/http://splashjunglephuket.com/information/http://splashjunglephuket.com/information/http://splashjunglephuket.com/information/http://splashjunglephuket.com/
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    Travel Trade THB 1500

    Children 1050 (Height 100-130cm/Complimentary under 100 cm)

    Thai Residents THB 1500

    Children 1050 (Height 100-130cm/Complimentary under 100 cm)

    Rates are in Thai Baht and are subject to 10% service charge and 7% VAT. Rates are

    subject to change.

    Place: Splash Jungle Water Park65 Moo 4 Mai khao Soi 4, T. Mai khaoA. Thalang

    Phuket 83110 Thailand. Splash Jungle emphasize foreign more than domestic foreign so has

    advertising on web site same Pataya Park because attractive customer more than advertising

    on TV Channel so foreign know information of Splash Jungle more than domestic foreignknow it.

    Promotion:Splash Jungles Member 1,299.00/year.24

    Free ticket of water park can usewithin 2 month after register member.

    Free ticket of water park 50% for 2 person

    60 ages up come with grandchildget free the ticket of water park but show ID Card

    Discount 10% for food and drinkatJungle dali, Coconut cafe, Splash bar, Sunset

    Breeze

    Discount10% for Thai massage atWater park massage center

    Discount10% for standard priceJungle shop

    Product: Splash Jungles focus foreign because Phuket has many tourists. Services of

    Splash Jungles service quality for the cost

    24http://www.phuketgps.com/index.php/splash-jungle-phuket

    http://www.phuketgps.com/index.php/splash-jungle-phukethttp://www.phuketgps.com/index.php/splash-jungle-phukethttp://www.phuketgps.com/index.php/splash-jungle-phukethttp://www.phuketgps.com/index.php/splash-jungle-phuket
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    3.3.2 Customer Analysis

    Ocean Dome defined the customer at Northern of Thailand by emphasize families and

    student. Defined families of the first because families included father mother and children iffocus children may be cannot needs the adults. We choose families since can to approach

    customer. Student is the second customer for break into the market therefore Ocean Dome is

    travelling place and meeting so we tried penetrate this customer. The both of customer are

    important with Ocean Dome so we should keep the both of customer. We should research the

    consumer needs because we need to understand about the customer want to receive any

    services. Ocean Dome is a direct sale so need for customer to buy our services for see a

    quality our services. When we know customer needs so we can respond customer needs. The

    consumers consider buying our services because want to comfortable among relax and reduce

    time and reduce spending on the travel. Ocean Dome creates a system to turn automatically

    on and turn off so without problem with the weather. Ocean Dome can service customer all

    season. We choose the place where consumers that east to come to Ocean Dome. The

    consumers compare our service from the price one other for consumer sees a different price

    and services. When customers arrived Ocean Dome, customers can buy the ticket form in the

    front of the door for come to play Water Park or can register member for receive a gift

    voucher from Ocean Dome.

    Ocean Dome should research and analysis customer for access to customer needs

    because customer needs are important to do the business. If we do not information the

    consumer, our business cannot successful.

    3.3.3 Competitive Analysis

    Competitive analysis, we analyzing price is the first for compare with our price. If our

    business has a low price that can attractive consumer. The second of service is quality

    because quality is the scale and estimation concerns our services who consumers do evaluate

    to our business. If we have goods of service and can consumer impression then we can

    successful with business. SWOT analysis is important in market competitive analysis for

    induct to compare about our business and we can develop our service for customer needs.

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    3.4 STP analysis

    STP analysis is the process of marketing that as access to the customers. It isincluding of segmentation, targeting and positioning.

    3.4.1 Market segment

    According to competition analysis, you can see from Chiang Rai tourism there are

    many kinds of travel mode. There are many popular travel places in Chiang Rai such as

    Loong Khun temple which is very popular for family group that want to take a picture and

    merit. The other example for popular place is Phu Chee Fha which is very famous for the

    sweet couple and friends that want to get the good atmosphere in the mountain by see the sun

    rise and ta-lay-mok. So, our group will focuses on Thai and foreigner tourism divide into 3

    categories which are single, couple and family. We also divide by social class depend on the

    income of the customers.

    3.4.1.1 Single

    This kind of people is likely to be an individual lifestyle which is freedom,

    does not want to stick with others, easy-going, and love to go adventure like an artist. They

    love to challenge with new things, so usually they would like to go by individual or go with

    the groups. Thus, this single group will have been appropriate with the indoor ocean domewhich is the very first indoor ocean dome in Thailand whereas this single group will have

    founed this exotic place and attract them to come to this indoor ocean dome

    3.4.1.2 Couple

    This kind of people is in the category of the lover that just in the early

    relationship, in associate together for a long time ago or the puppy love from the student that

    they want to go to the sea together. An indoor ocean dome will have been an alternative for

    the sweet couple that wants to go honeymoon with the lovely and romantic atmosphere. The

    artificial sea of this dome will have located in the Northern part of Thailand, when it becomeswinter the weather will have been cold and be delighted. So, it will have been the benefit for

    the traveler that comes to the Northern and also chilling at sea.

    3.4.1.3Family

    Family group will have gone to anywhere with each others include father mother and

    children. Especially, we usually go to relaxing with family style. But if it comes from theother provinces which are not the Northern part of Thailand province will usually go to travel

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    in summer because they are waiting until the children end of the semester. So, they usually

    relax at some chill place and need to rest because of the hard work at the workplace. At this

    group, they usually come with the group at least three people.

    3.4.2 Target market

    The north of Thailand market is first target market because this group is near by the

    location where we located. So, this group will have been able to take a trip easier and more

    convenience than the other parts because they live in the local area and the distance is closer.

    Thus, this group can go to anywhere whenever they want depend on their desire. The reason

    why we choose this group to be the first priority target because they tend to spend the time to

    travel more than the other groups. We mostly focus on the local people.

    3.4.3 Positioning

    From the graph, we can conclude that, the Ocean Dome has provided the very goodservice and high quality for serve the customer in appropriate price. We think it is the suitable

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    3.5.3 Place

    The location of Ocean Dome is bypass in the area nearby Mae Sai district because

    Mae Sai is the scenery town that has a lot of the tourist and in the future Mae Sai is also the

    trade route between Thailand and China and the others countries. So, Mae Sai is the good

    location to establish the Ocean Dome.

    3.5.4 Promotion

    In the first three days of launching the Ocean Dome will have allowed the customer to

    subscribe to free people of 3,000 [1,000/days] and discounts when using our services in the

    dome which we will have discounted coupons for restaurants, boutique hotels as well and

    when the birthday anniversary or wedding day anniversary will have given Give Vouchers

    from the Ocean Dome for special occasions delivered to your home.

    We will have promoted in TV by advertise in every hours at 7.0024.00 and we will

    have focused on prime time (18.0022.00) and we will have promoted in internet on our

    websites and adverting by posting in website about tourism and in our website will have had

    promotion and event in every seasons.

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    3.6 Sales forecast

    3.6.1 Thai people only

    According to the number of the visitors and income in Chiang Rai graph, you can see

    the trend of number of the visitors begin from 2006 to 2009 the amount of Thai people

    increased dramatically in each years. In 2006, the number of visitors has about 1 million

    people and increase to reach 1.4 million people in year 2009. From this number of visitor,

    you can see that Thai people are interest to travel in domestic more than the past. Thus, Thai

    economy will increase rapidly every year but from this graph it will fall down in year 2009

    because of Thai political crisis. From this problem, it effects to income of Chiang Rai

    because it might cause from the goods become more expensive. In the present day, Thailand

    is instable situation and it can affect the number of the visitors to become growing up.25

    25http://www.chiangrai.net/dashboard19/?PID=VG91cmlzdC9Ub3VyaXN0MS5hc2N4

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    3.6.2 Foreigner only

    From the graph, the number of foreigner visitors also increase dramatically

    like Thai people visitors and reach the ceiling number at year 2008. From the graph in

    year 2009, the number of foreigner visitors decrease because the same reason above

    which is Thai political crisis. But when we see from the income, it is nearly the same

    amount of income. So, it is the good point for Thailand economy. In year 2010, we think

    that the number of tourism will come to Chiang Rai more and more.26

    26http://www.chiangrai.net/dashboard19/?PID=VG91cmlzdC9Ub3VyaXN0MS5hc2N4

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    3.6.3 Overall

    3.5.1

    This graph shows the overall of the number of Thai and foreigners visitors and overall

    income in Chiang Rai. As we can see the information above, we think that the number of

    visitors and income increase then it will effect to Thai economy to be growth in the next

    year.27

    We estimate that the number ofthe customers will be about 25-30% form number of

    tourist in each years , we assume the percentage of the customers will increase 15% every

    years and total sale will increase following by;

    27http://www.chiangrai.net/dashboard19/?PID=VG91cmlzdC9Ub3VyaXN0MS5hc2N4

    http://www.chiangrai.net/dashboard19/?PID=VG91cmlzdC9Ub3VyaXN0MS5hc2N4http://www.chiangrai.net/dashboard19/?PID=VG91cmlzdC9Ub3VyaXN0MS5hc2N4http://www.chiangrai.net/dashboard19/?PID=VG91cmlzdC9Ub3VyaXN0MS5hc2N4http://www.chiangrai.net/dashboard19/?PID=VG91cmlzdC9Ub3VyaXN0MS5hc2N4
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    Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total Year 1

    Adult 3,000 10,000 30,000 30,000 30,000 25,000 20,000 15,000 15,000 10,000 7,000 3,000 198,000

    Price 499 499 499 499 499 499 499 499 499 499 499 499 499

    Net sale 1 ,497,000 4,990,000 14,970,000 14,970,000 14,970,000 12,475,000 9,980,000 7,485,000 7,485,000 4,990,000 3,493,000 1,497,000 98,802,000

    Old man 1,500 5,000 15,000 15,000 15,000 12,500 10 ,000 7,500 7,500 5,000 3,500 1,500 99,000

    Price 399 399 399 399 399 399 399 399 399 399 399 399 399Net sale 598,500 1,995,000 5,985,000 5,985,000 5,985,000 4,987,500 3,990,000 2,992,500 2,992,500 1,995,000 1,396,500 598,500 39,501,000

    Child 1,500 5,000 15,000 15,000 15,000 12,500 10,000 7,500 7,500 5,000 3,500 1,500 99,000

    Price 299 299 299 299 299 299 299 299 299 299 299 299 299

    Net sale 448,500 1,495,000 4,485,000 4,485,000 4,485,000 3,737,500 2,990,000 2,242,500 2,242,500 1,495,000 1,046,500 448,500 29,601,000

    Total 2,544,000 8,480,000 25,440,000 25,440,000 25,440,000 21,200,000 16,960,000 12,720,000 12,720,000 8,480,000 5,936,000 2,544,000 167,904,000

    Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total Year 2

    Adult 3,450 11,500 34,500 34,500 34,500 28,750 23,000 17,250 17,250 11,500 8,050 3,450 227,700

    Price 499 499 499 499 499 499 499 499 499 499 499 499 499

    Net sale 1,721,550 5,738,500 17,215,500 17,215,500 17,215,500 14,346,250 11,477,000 8,607,750 8,607,750 5,738,500 4,016,950 1,721,550 113,622,300

    Old man 1,725 5,750 17,250 17,250 17,250 14,375 11,500 8,625 8,625 5,750 4,025 1,725 113,850

    Price 399 399 399 399 399 399 399 399 399 399 399 399 399

    Net sale 688,275 2,294,250 6,882,750 6,882,750 6,882,750 5,735,625 4,588,500 3,441,375 3,441,375 2,294,250 1,605,975 688,275 45,426,150

    Child 1,725 5,750 17,250 17,250 17,250 14,375 11,500 8,625 8,625 5,750 4,025 1,725 113,850

    Price 299 299 299 299 299 299 299 299 299 299 299 299 299

    Net sale 515,775 1,719,250 5,157,750 5,157,750 5,157,750 4,298,125 3,438,500 2,578,875 2,578,875 1,719,250 1,203,475 515,775 34,041,150

    Total 2,925,600 9,752,000 29,256,000 29,256,000 29,256,000 24,380,000 19,504,000 14,628,000 14,628,000 9,752,000 6,826,400 2,925,600 193,089,600

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    Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total Year 3

    Adult 3,968 13,225 39,675 39,675 39,675 33,063 26,450 19,838 19,838 13,225 9,258 3,968 261,855

    Price 499 499 499 499 499 499 499 499 499 499 499 499 499

    Net sale 1 ,979,783 6,599,275 19,797,825 19,797,825 19,797,825 16,498,188 13,198,550 9,898,913 9,898,913 6,599,275 4,619,493 1,979,783 130,665,645

    Old man 1,984 6,613 19,838 19,838 19,838 16,531 13,225 9,919 9,919 6,613 4,629 1,984 130,928

    Price 399 399 399 399 399 399 399 399 399 399 399 399 399Net sale 791,516 2,638,388 7 ,915,163 7 ,915,163 7 ,915,163 6 ,595,969 5 ,276,775 3 ,957,581 3,957,581 2,638,388 1,846,871 791,516 52,240,073

    Child 1,984 6,613 19,838 19,838 19,838 16,531 13,225 9,919 9,919 6,613 4,629 1,984 130,928

    Price 299 299 299 299 299 299 299 299 299 299 299 299 299

    Net sale 593,141 1,977,138 5 ,931,413 5 ,931,413 5 ,931,413 4 ,942,844 3 ,954,275 2 ,965,706 2,965,706 1,977,138 1,383,996 593,141 39,147,323

    Total 3,364,440 11,214,800 33,644,400 33,644,400 33,644,400 28,037,000 22,429,600 16,822,200 16,822,200 11,214,800 7,850,360 3,364,440 222,053,040

    Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total Year 4

    Adult 4,563 15,209 45,626 45,626 45,626 38,022 30,418 22,813 22,813 15,209 10,646 4,563 301,133

    Price 499 499 499 499 499 499 499 499 499 499 499 499 499

    Net sale 2,276,750 7,589,166 22,767,499 22,767,499 22,767,499 18,972,916 15,178,333 11,383,749 11,383,749 7,589,166 5,312,416 2,276 ,750 150,265,492

    Old man 2,281 7,604 22,813 22,813 22,813 19,011 15,209 11,407 11,407 7,604 5,323 2,281 150,567

    Price 399 399 399 399 399 399 399 399 399 399 399 399 399Net sale 910,244 3,034,146 9 ,102,437 9 ,102,437 9 ,102,437 7 ,585,364 6 ,068,291 4 ,551,218 4,551,218 3,034,146 2,123,902 910,244 60,076,083

    Child 2,281 7,604 22,813 22,813 22,813 19,011 15,209 11,407 11,407 7,604 5,323 2,281 150,567

    Price 299 299 299 299 299 299 299 299 299 299 299 299 299

    Net sale 682,112 2,273,708 6 ,821,124 6 ,821,124 6 ,821,124 5 ,684,270 4 ,547,416 3 ,410,562 3,410,562 2,273,708 1,591,596 682,112 45,019,421

    Total 3,869,106 12,897,020 38,691,060 38,691,060 38,691,060 32,242,550 25,794,040 19,345,530 19,345,530 12,897,020 9,027,914 3,869,106 255,360,996

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    Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total Year 5

    Adult 5,247 17,490 52,470 52,470 52,470 43,725 34,980 26,235 26,235 17,490 12,243 5,247 346,303

    Price 499 499 499 499 499 499 499 499 499 499 499 499 499

    Net sale 2,618,262 8,727,541 26,182,624 26,182,624 26,182,624 21,818,853 17,455,082 13,091,312 13,091,312 8,727,541 6,109,279 2,618,262 172,805,316

    Old man 2,624 8,745 26,235 26,235 26,235 21,863 17,490 13,118 13,118 8,745 6,122 2,624 173,152

    Price 399 399 399 399 399 399 399 399 399 399 399 399 399

    Net sale 1,046,780 3,489,267 10,467,802 10,467,802 10,467,802 8,723,169 6,978,535 5,233,901 5,233,901 3,489,267 2,442,487 1,046,780 69,087,496

    Child 2,624 8,745 26,235 26,235 26,235 21,863 17,490 13,118 13,118 8,745 6,122 2,624 173,152

    Price 299 299 299 299 299 299 299 299 299 299 299 299 299

    Net sale 784,429 2,614 ,764 7,844,293 7,844,293 7,844,293 6,536,911 5 ,229,529 3,922,147 3,922,147 2,614,764 1,830,335 784,429 51,772,334

    Total 4,449,472 14,831,573 44,494,719 44,494,719 44,494,719 37,078,933 29,663,146 22,247,360 22,247,360 14,831,573 10,382,101 4,449,472 293,665,145

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    3.7 Marketing expense

    Marketing expense, we use marketing to promote our ocean dome to let the people

    know our ocean dome. For, the first period we will have used various kinds of media to

    present an indoor ocean dome to let the customers know because we just open the new travel

    place, so we will have divided an advertisement into the category. Thus, it will have been an

    advertising expense.

    An advertising expense is expense that we pay for adverting and promote of our

    business for customer will be awareness and know about our business that has;

    3.7.1 TV advertising

    At the first period, we will heavily promote the TV advertising because we are

    unknown and we need to gain an attention from the people who watch television. The TV

    media is the most powerful to receive many information, so TV media will help us to

    improve the number of the viewer and they will know our company.

    3.7.2 Website

    Internet is one of the most influence things that people will have used for everyday

    life. So, we will have used the website to promote our ocean dome by using our own website

    and also posting in the tourism website to attract people who love to travel.

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    3.8 Conclusion

    The reasons why we choose the ocean dome entry to Chiang Rai because Chiang Rai is

    one of the travel places in the Northern part of Thailand. The northern part has many travel

    places and it has their own unique style which is Lanna style. It can attract many people from

    any other parts in Thailand come. Chiang Rai is not only the travel place, but it is also

    becomes the new economy province in Thailand. Recently, Chiang Rai just joins China to

    open trading with each others because they are building the free trading bridge across

    Thailand to China and it almost finish in the next few months. From the PEST analysis that

    we analyze the external environment, the problem from Thai political crisis that effect Thai

    economy directly, but the government has encouraged travel policy. Then, Thai encouraged

    travel policy help Thai economy to get back into good way. For the competitor, we use 3c to

    analyze competitors, customers and competitive analysis. Our business did not have direct

    competitors in Thailand, but we have indirect competitor which are Siam Park, Pattaya Park

    and Splash jungle. From competitor analysis, it will not affect our business much because the

    competitors are not located in the same area. The segment target, we divide into the group of

    single, couple and family. All of those people, they like to travel as his life style. Our

    business will focus on 2 groups are the local people from the Northern part and the group of

    the others parts. As you can see, the number of traveler increase rapidly in every year and it

    affects Thai economy to growing up too. In the part of positioning, our business is made from

    high quality and good services for the customers that come to our ocean dome. Our business

    will be the first one that make indoor ocean dome in Thailand. In part of marketing strategy,

    our business will be diversification that we will make our business well known. Thus, we will

    have used an advertisement by TV and internet because this advertises makes an attention to

    people and make people get information as the fastest media. The ticket cost is also in

    suitable price. After all, the indoor ocean dome will let people meet with the fantasy andwonderful thing in Thailand.

    For the sale forecast from feasibility of potential market, we estimate that the number of

    the customers will be about 25-30% from the statistic of the number of visitors last few years

    and we expect that the customer will increase 15% every each year.

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    Chapter 4

    Technical Feasibility Study

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    4.1 Product/Service characteristics

    4.1.1 Service characteristics

    Ocean Dome emphasize service more than sale a good that ocean dome is water park

    for family and every generation. Ocean Dome is area for relaxation on holiday or weekend.

    By in the ocean dome will has more service is

    4.1.1.1 Sea Zone

    - For the sea zone, we will have focused on customer service needs to swim in

    the sea and the beach. Activities of sea zone that we have provided the service

    user is to

    - Surfboard: For customers who want to play wave which we will have turned

    every ten minutes, and the wave is a wave that big a wonderful customer.

    - Banana Boat: Another activity that we have a customer service to the fun and

    excitement of playing.

    - Jet-ski: Customer service is like riding a jet ski to achieve it suitable for

    teenagers who want to challenge the play, which this device is for our

    customers.

    Surfboard Banana Boat

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    Jet Ski

    - Special Product

    Product Name Size Costs ( Baht)

    Surfboard 57 ft/1.52.1 m 2,500

    Banana Boat 343x158cmx44cm 18,000

    Jet Ski

    (YAMAHA

    waveruner VN

    1100 CC)

    88.2 in x 26.8 in x

    26 in

    120,000

    4.1.1.2 Sun Bath Zone

    - Zone for customers who want privacy in the sun. It is a free zone in the sea

    and is intended for people who want to sun tan and to have the privacy for

    sleeping.

    Camp Bed Beach Umbrella

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    - Special Product

    Product Name Size Costs ( Baht)

    Camp Bed 58*123 cm. 700

    Beach Umbrella 190x190 cm. 500

    4.1.1.3 Pooling Zone

    - Kids Zone is composed of the swimming pool and a slider. Moreover, we

    also have a set of rental equipment including swimming pool with water to

    protect the safety of customers for the children. Children have swimming pool

    with a shallow size so that parents can take care of easily and prevent

    accidents. A slider, we have the small to large customers to choose the desire

    to want to play that kind of fun.

    Slider

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    Slider Kid

    Product Name Size Costs ( Baht)

    Slider High 30 m 1,000,000

    Slider Kid 12x5.5x3.9 m 150,000

    4.1.2 The price of service

    We will set the price of service that separate by 3 types of ticket for service

    Types Price( Baht)

    1. Lower 18 years old. 299

    2. 18 - 60 years old 499

    3. Over 60 years old. 399

    4.1.3 The price of special service

    Product Name Size Price ( Baht)

    Surfboard 57 ft/1.52.1 m 50/hour

    Banana Boat 343x158cmx44cm 500/hour

    Jet Ski

    (YAMAHA waveruner

    VN 1100 CC)

    88.2 in x 26.8 in x 26 in 500/hour

    1,500/day

    Camp Bed 58*123 cm. 70

    Beach Umbrella 190x190 cm. 50

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    4.2 The Location and Building

    4.2.1 LandWe locate the building at Mae Sai District. This place near the Mountain View Resort

    and pass the main road to go to Mae Sai. We are contract to Khun Aom who is a seller of

    land and we want to negotiate for rent the land. There are 86 Rai. The land has announced for

    sell at 150,000 baht per Rai.

    4.2.2 Landscape

    We have to adjust the land for building water dome. Because of the dome is quite big

    so we have to recruit a third party who can help for adjust or allocate the resource of land and

    make the suitable area for construct building.

    4.2.3 Feathers and Dimension of Store

    We construct our building as a dome which has a roof retractable with the area 86

    Rai. And we will construct sea in a center of dome with white sand. Inside the dome, we

    divide the area into 12 zones which has sea, beach, pooling zone, sun bathing, restroom/male

    and female, ticket booth, operation office rooms, housekeeping room, machine zone, parking

    zone, souvenir and rental zone.

    Sea zone;

    We will have made the wave by using the power from the machine. We make the

    wave like the real one in the sea can do. The water that we use in this dome is clean without

    affecting the pollution.

    Pooling zone;

    We allocate this area to construct swimming pool with sliders, playing machine for

    children and building a little unique garden for making good atmosphere inside the dome.

    Beach area and Sun Bathing zone;

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    We use the real fine sand that can impressing the customers feeling to allocate in the

    beach area and also placing in bathing area.

    Restroom for male/female;

    We divide the restroom into 2 zones which is 10 rooms for male and 10 rooms for

    female that contains bathing room with toiletry inside.

    Ticket booth;

    In this zone, we will divide into 5 lines. In each line, we will install the computer for

    selling the ticket and the customers can make reservation for their tickets at this zone. The

    time table schedule also announce at this area.

    Operation office rooms;

    At this area, we are dividing into 7 sections which are General manger department,

    Human resources department, Marketing department, Financial department, Accounting

    department, Receptionist department, and Mechanic department.

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    Housekeeping;

    We allocate one room for housekeeping which we will use this room for keeping the

    cleaning equipment and anything that help to maintenance everything in the dome.

    Souvenir/rental zone

    We set this room for selling souvenirs, gifts and products to our customers and rent

    our plaything equipment to be accessories for using our extra services.

    Machine zone

    We divide and allocate this zone at the back of this dome because it is comfortable for

    controlling or maintenance machine. We are also dividing the area to store the water tube to

    passing the water for any working service.

    Parking zone;

    For the convenience of company and the customers, so we will divide the car parking

    around the dome and make the sign for easier understanding to the customers.

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    4.2.4 Size of Dome

    4.2.5 Layout

    Within the Ocean Dome, we have 5 rooms. The first room is office room that

    included 5 zones. The second room is housekeeping. The third room and the fourth room are

    toilet for employee and the last room is ticket seller room.28

    28

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