project feasibility study and evaluation 2011; sports complex

Preface

This report is a part of Project Feasibility Study and Evaluation Semester 2011. The

purposes of this project is to reproduce business plan and study it feasibility by integration all

knowledge from previous major courses knowledge which relate to management for apply in

real life effective. The subject substance consists of company introduction part, nature of

industry part, market feasibility and study part, investment part, operation part, organization

part, financial part, risk management pat and conclusion part. We had decided to select this

topic about Sport Complex Business because this business is new in Chang Rai Province and

Chaing Rai market. From our opportunity to do this project and report, we have to thank to

Professor Chaiyawat Tongintr who have response on this course and many people who

support our project by giving us a lot of information and creative ideas. Finally, we hope that

our Sport Complex Report will be useful for next generation of student and many people who

read this report and bring this knowledge from this book to apply in their life.

Editors

Table of Content

Pages

Preface

Executive Summary

Chapter 1: Introduction 1

- Background and Significance of the Project

- Project Objectives Benefits

- Project Activities

- Time Frame

Chapter 2: Industry Profile 3

- Nature of Industry Situation

- Situation of Industry

- Strategy

Chapter 3: Market Feasibility Study 6

- Market Analysis

• General Environment Analysis (PEST)

• Competition (3C Analysis)

- STP Analysis

- Marketing Mix Strategy

- Sale Forecast / Profit Estimation

- Marketing Expenses (Sales Incentive)

- Conclusion

Chapter 4: Technical Feasibility Study 45

- Production and Operation Analysis

• Product Characteristics (in detail)

• Location

• Facility Layout

• List of Equipment

- Cost Of Investment

• Pre-Operating Cost

- Investment Cost

• Land

• Buildings

• Equipments

• Tools

• Depreciation

- Management Analysis

• Administration Cost (Electricity, Telephone, Fax Salary, etc.)

- Conclusion

Chapter 5: Financial Analysis 94

- Profit/ Loss Statement

- Cash Flow

- Balance Sheet

Chapter 6: Risk Management 112

Chapter7: Summary 255

Reference

Executive Summary

The project that we are very proud to present the investor is sports complex. It is a big

project and locates at Chiang Rai province. The reason that we selected Chiang Rai province

is gross domestic product (GDP) in Chiang Rai province is increasing in every year and

Chiang Rai province does not have the sports complex before. The budget for building the

sports complex is around 70,000,000 baht. This sports complex including two tennis courts,

two artificial turf football fields, adult and children swimming pools, fitness center, food

center, and Wifi to the customer who use sports complex. In every sport will be charged an

hour and food center is open to rent for the outside people. The target markets are teenagers

and working people because these target have a high purchasing power and they care in

healthy. So, we choose them into our target market and we fulfill their requirements by

design the sports complex that is comfortable, high standard of equipment, and safety. For

advertising, we use local radio, local magazine, billboard, and facebook to encourage their

interesting. The advantage of sports complex is competitor because we do not have the direct

competitor and a few of indirect competitors. But, it is not a problem because sports complex

can fulfill the requirements of customer (they can play many sports within the same time).

According to analysis of financial, found that the graph’s income statement is increasing

steadily and we have policy to payback for investors by paying money about 7,000,000 in

every years and paying interests 3% in every months. It takes time for payback around 10

years to take a time for payback periods but, it is valuable for investment because sports

complex is the business that provide about service which people have interesting because

sport complex is not follow by trend. Many people care their health more than last year

because we observed from the old air port of Chiang Rai, it is the main place for exercise.

Nowadays, government has a policy to support about healthy activities. So, sports complex is

very valuable for investment.

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Chapter 1

Introduction

Background and Significance of the Project

Sport complex can make huge profits for investor and it is a sustainable profits.

According to gross domestic product (6DP) in Chiang Rai from year 2011 is 65,974,000 bath

increases to 78,914,000 baths in year 2012. It is an interesting number and numbers increased

steadily. Sport complex can respond the need and want of customer by have many choices of

sport. It is not necessarily by come together need to play the same sport. It can be playing the

sport follow your lifestyle. It is a good time to benefit, make a good relationship with family,

friends, and new network. Government has a policy to promote about the exercise. We

observe from running against AIDS, aerobics, bicycle etc. so it is a point that it encourages

people to do more exercise and it is a chance of sport complex to be grown steadily and

valuable for investment.

[ http://www.otp.go.th/th/pdf/Statistic/economic_traffic/GRP_GPP_54 ]

Project Objective

In present time, many people considered about healthy and exercise, so our people the

goal of our company is the leader of develop quality of life for people and to make

satisfaction to customer for achieve goal. Moreover, we will provide the best service and

develop knowledge and understand about body and mind

• To study the person who want to do exercise.

• To analyze marketing of sports business in Chiang Rai province.

• To study feasibility of marketing and business.

• To know how to success the competitions in the marketing.

• To know how to solve the problems when sports business occurs the problems.

• To know the how to plan and cooperate the sports business.

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Project Benefits

• We can receive the new knowledge about financial in sports business.

• This project can apply in own business because we have been studying.

• To know and analyze the economic situation of Thailand.

• To know how to select the quality of equipments and materials.

• This project can know feasibility of sports business.

• Know the way of problems and the way to solve the problems of this business

Activities /Time Frame

Project

November December January February

1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4

1. Explore the sports

complex around the

Chiang Rai.

x

2. Study about the

target customer of our

business.

x

3. Analysis (customer,

competitor, and

competitive).

x x

4. Develop a business

plan.

x

5. Find the best

location.

x

6. Design our sports

complex.

x x

7. Determined cost

and resources.

x x x x

8. Study about finance

feasibility.

x x

9. Study the risk

business and finance.

x x

10. Conclusion of

project feasibility.

x

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Chapter 2

Industry Profile

Nature of Industry

Sports are timeless activities; ones those humans have enjoyed since at least ancient

times, as exemplified by the Greek Olympic Games. Indeed, ethnographic and archaeological

evidence such as cave paintings and the accounts of early European explorers indicate sports

may well go back to the very beginning of humankind. Many of the sports played and

celebrated today, such as football, even have their roots in various kicking and

running ball games played throughout medieval Europe. Sports such as golf and horse racing

were also played among the European aristocratic classes, especially those of

Britain. Of course ancient Olympics, medieval aristocrats, cave people, and hordes of

peasants kicking a ball from one village to the next is, despite the genealogy, rather far

removed from sports as we know them today. The development of modern sports is tied very

much to the history of the industrial revolution and the creation of the first public schools, the

latter of which sought to incorporate physical activity in the curriculum. The net result of this

process was to cleanse (as in reduce violent elements) and codify various games such as

soccer or rugby and of course later on, basketball and football, both of which were very much

shaped on college campuses in the late 1800’s and early 1900’s, at least in the United States.

Since the international sport activity had been publicized on Thailand in King Chula

Chom Klao or King Rama 5 (The Fifth King of Jakkree Royal), The International sport had

been promoted and being famous in politician’s view point widely. This sport activity had

started inside many organizations which have their response to education which provide

compulsory subject which relate to sport and exercise. This course called P.E. or physical

education. Moreover, there are many sport competitive events in both inside and outside of

institutions. Sport is very popular and growth to reach the national ranking or the highest

level of that country which reflected by the nation sport contest such as Sea games, Olympics

and Paralympics.

[ http://www.historyofsports.net/history_of_sports.html ]

[http://www.sat.or.th/th/about/page.aspx?id=2 ]

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Situation of Industry

In Thailand, “To be number one” is the example for campaign of the government for

support exercise and sports. Furthermore, public garden areas have exercise machines or

stadium for accommodate to people. According to the whole, we know that the government

emphasize about exercise and health of people. Therefore, our business is business about

exercise and sports, to have opportunities to success more than other business.

Product and Service in General

Product: Our business have five product are salt swimming pool ( children, adult ),

fitness center which is good and nigh quality of exercise machines ( Europe ), Artificial turf

football field squash court are modern design and food center ( clean food and good taste).

Service: Our business provides the good service. For example, every sport have

trainer to teach or give the information of each sports, have many amenities to serve the

customer such as tissue, hair dryer, power, comb and soap. Moreover, we have Internet café

which high speed Internet and it also free wireless to serve the customer.

Vision: Our business want to be a leader of sport complex that the biggest in Chiang

Rai and every people know about our sport, healthy and modern around the country. Besides,

our businesses want to get the wealth profit and want to make the customer be our member.

Mission: Our business provide goods and service there are good and high quality of

equipment such as exercise machines, swimming pool, artificial turf football field, squash

court etc. and have staff to take care and maintain every system of each equipment such as

water cycle system. Every sport service have staff to check the equipments regularly if have

the mistake or abnormal staff will solve immediately. Moreover, we employ the security

guard to patrol the property of customer and have CC TV. In everywhere, before open the

sports complex or after close sports complex the housekeeping will clean every part around

sports complex and staff will check the ready of product and service. About profit we attack

the customer by have activities between customer such as competition of each sport and

winner will get gift voucher or privilege follow by the company assign. Besides, our business

set the promotion of each moths depend on situation of each period to make the customer

interest in our business and want to use our service and become our customer loyalty.

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Business strategy

Sports complex is the new business that occurs in Chiang Rai province. Our

companies want to make the company growth and get more profit. We need to plan the

strategic carefully because we need to make the customer attract to use the service and made

company successful. We have a few of competitors because the competitors has only one

sport in their company, but our company provides comprehensive service to ensure customer

comport and satisfaction along with good healthy.

Corporate level strategy

First, we will use growth strategic to make our company effective. We will hire

the professional in each sport to train and teach the accurate knowledge for our staff to serve

the right service for customer. Then, customer will satisfy our service and they will be

customer loyalty to spread the word of mouth about this kind of customer can help the

company get more profit, get more customer, and safe the cost of advertisement. Second, we

will have the joint between village to establish the sports complex in village and attract the

people who live in village to use our service.

Business strategy

Business strategy use to help company get more competitive advantage in sport

industry. This way can be reach more customer and more profit. We use product

differentiation in this level.

We have a few of competitions because competition has only one sport that are

provide to the customer. Our company establish sports complex that have many choice of

sport to play and cover food beverage and WIFI to make customer more convenience. Our

segmentation is teenager and working age. These kinds of segmentation will come to use the

service into group. Sometime the demands of them are different. Our business can help them

to come the same time play the different sport, get the healthy along with satisfaction.

Functional strategy

This level is very important because it help support the companies succeed. We

will separate into 3 strategies. There are marketing mix strategies, organization structure, and

financial.

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Chapter 3

Market Feasibility Study

Market Analysis

General Environment Analysis

Before we start our Sport Complex Business in Chiang Rai, we need to study about

feasibility first by searching more information from Internet, and ask the information of the

local people. This information is important because it is very realistic. After we have this

information, we need to use Marketing Analysis (General Environment Analysis) as Tool

which consist of political, economy, social, environment and technology analysis.

Political Analysis

Chiang Rai is low conflict in Political in Thailand. Many people in Chaing Rai can

live in peace because of their political fair view point and the effect of some previous

government has support many provinces in the north and northeast of Thailand by giving a

lot of welfare and fund for their budget to do everything. Many people in Chiang Rai are

consists of private employees, government employee and entrepreneur.

Reason is there are many benefits from political policy of some old government left to

local people in Chiang Rai which reflect by Chiang Rai’s GDP growth, good public utility

and consumer goods like OTOP which made jobless people have their own income.

� Good Point

There are few political conflict can happened in Chiang Rai Province because many

politicians viewpoint almost same that cause high harmony in Chiang Rai society which

make image of Chiang Rai Political looks good.

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� Bad Point

When the conflict of politic have appear, local people will create their mob to do

something for achieve their or satisfy them which disturb our business and guests. This

problem is hard to control because of human power is very high.

� Summary of Political Analysis

To invest sports complex in Chiang Rai province is a good way for our business

because there are few politic conflict which is hardly to appear in Chiang Rai pro vince.

Chiang Rai people viewpoint are going in the same way. We need to understand Chiang Rai

people viewpoint to success in our business.

Economy Analysis

Chiang Rai is the northern province of Thailand where have many tourist attractions,

education institution which motivate many people to invest the business. We have the

information about Chian Rai people revenue has increase each year pass which support the

Good GDP growth of Chiang Rai Province, so it prove us that Economy stability of Chiang

Rai province is good for invest our business. The following reason supports to invest sports

complex in Chiang Rai.

Reason is the good information that reflects about Chiang Rai GDP and politician

revenue average has proved that many local people have their buying power enough to enjoy

their good product and service. So there are many business owner are interest to invest their

business in Chiang Rai area.

� Good Point

There are a lot of circulate money in this district from many business relate to

education, entertainment, health, tourist and other business. We have the opportunities to run

our sports complex smoothly and profitable. Good economy will good for everything.

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� Bad Point

There are high competitive in many business in Chiang Rai Province because of good

status of economic like GDP and high politicians revenue average. To run our sport complex,

we must provide good price, promotion, service.

� Summary of Economic Analysis

Chiang Rai Province is the big city where has it good status of economic that reflect

by high GDP and Politician revenue average while there are many business have their high

competitive too. To sell good product or service is not good enough to match with this area.

We need to provide Idea and creative to adapt in our business to attract customer.

Social Analysis

Chiang Rai Province located in the northern of Thailand. The culture in Chiang Rai is

Lanna culture which has its characteristic on speaking language, costume, belief, and

lifestyle. We can call Chiang Rai Countryside Social even Chiang Rai is Boom and develop

with a lot of building in its downtown. There is much kind of people live in Chiang Rai.

There is some reasons support Chiang Rai to be good location for running business.

First, Social in Chiang Rai province is various because of there are many people live

in Chiang Rai. Business owners have to concern about consumer culture lifestyle and

behavior majority to enter Chiang Rai market on their business goal.

Second, the social of Chiang Rai has low conflict inside because Chiang Rai is a

famous one in the northern of Thailand. Many business owners concentrate on their business

more than eliminate their competitors like another province in another part of Thailand. So

many new business owners can feel peace and friendly from many people in Chiang Rai.

� Good Point

There are many kind of customer in many generations in Chiang Rai which cause of

variety in Chiang Rai. Lanna people behaviors well known as they are friendly that increase

the good image of Chiang Rai.

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� Bad Point

Even there is much kind of people in Chiang Rai with good growth rate of revenue

average, The competitive still high in many business circles while the price of land still

growth and expensive like many big cities in Thailand. To invest in this land, we must

provide a lot of money and more creative ideas.

� Summary of Social

Chiang Rai original Social is Lanna Social: many people who live in Chiang Rai

province are local people. In today, the development has come to Chiang Rai with many

people from other province of Thailand that makes Chiang Rai Social growth with economy.

If we want to enter market smoothly, we must concern about consumer analysis deeply.

Environment Analysis

Chiang Rai Province is the big area which has many kind of atmosphere where attract

people to live, trade, tour and learn. Environment of Chiang Rai Province weather is not too

bad. It doesn’t have high pollution like the big city like Chiang Mai and Bangkok. Chiang Rai

province is good area one to run the business because of its weather quite good, It’s

temperature is cool in the night and not too hot in the day which is better than other province

in Thailand but not the best whatever it has seldom traffic jam but many three which can

compensate many oxygen to this area. We can breathe well as long as we exercise. So if we

locate sport complex here. This point of environment can support us and our customer a lot to

exercise in our club for long time.

� Good point

Chiang Rai province’s environment support our business with many factors such as it

business characteristics, good weather, good topography and tourist attractions especially the

scatter area of sport business that let we gain high advantage of our sports comlex.

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� Bad point

We have to concern Chiang Rai pollution from dust which comes from traffic jam,

raining in the long period in rainy season, and smoke from farmer who burn some plant after

they finish harvesting season.

� Summary of Environment

Chiang Rai province has a good environment because there are a lot of ecosystems to

produce oxygen around the area. The weather is cool, and it is not so hot in everyday even we

have to concern some pollution from human and environment, but it is not bad at all for our

ports complex.

Technology Analysis

Technology in Chiang Rai province always improve following from consumer

demand and Technology news. New items always import to Bangkok first before distribute to

another province beside some business owner in other province has order by them self

specially. In control of our sport complex, we have our policy to provide luxury and useful

items to attract our customer. If we want to have new item, we need to order special from

another countries or finding agency that provide fitness items, swimming pool, football items,

tennis items and others. Our competitor always do this too because there are a lot of new item

in shopping mall in many big cities even Chiang rai province have too but not high quality

like another famous big cities like Chiang Mai and Bangkok and we decide to select this area

because of following reasons.

First reason, there are many competitor here; we can learn what item they use before

buy new items for decorate our sport complex and satisfy our customers. Some time, we can

use some creative idea to provide promotion with new items.

Second reason, to provide luxury service with the standard price will be the most

interesting strategy when provide new high technology item because it make some customer

feel free to enjoy sport service that make them feel into worthiness.

Final reason, price of electronics sport items always change overtime when their

companies launch new products. The older version will cheaper. If we don’t have enough

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found for the Top model, we can buy another which look new but reasonable price and

utilization like computer product.

� Good Pont

In this part, sport technology item is very popular in many social because it is useful

in the small place that many people don’t want to go outside for exercise. Today, there are

more than 100 kinds of sport items. We can find in much fitness that proves us as technology

can be adapted with exercise.

� Bad Point

Many items which is in Technology Categories can deteriorate easy because of the

mistake of consumer usage and limit of time life which has high cost.

� Summary of Technology Analysis

Technology in Chaing Rai province is improving follow market news and customer

trends. Many business owners import their high technology items to use in their business

from big city and we have a chance to learn about customer demand though technology from

other sport business nearby while collecting competitive information to make our plan and

strategy for encourage incoming risk.

Conclusion of marketing analysis

From Marketing Analysis, There are a lot of people who live in Chiang Rai who have

their view point of politic in the same way. The social in Chiang Rai consists of many kind of

people because of good economic make a lot Chiang Rai circulate cash is high in this area

while the weather and geographic is support politician to enjoy our sport complex even

Chiang Rai ‘s technology are import from many big cities. We have our right to reach

breakeven point in financial plan if we have some good strategies for encourage incoming

risks.

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Competition Analysis (3C Analysis)

Competitor Analysis

� Football

Chiang Rai Arena

http://www.chiangrai-arena.com/

Advantage

- Have football equipment for free.

- Free WiFi.

- Artificial turfs have good quality.

- Give one pack of water free in each hour.

- Have committee for rent.

- Use foot Jabulani FIFA, same brand with world cup 2010.

- Have shop for sale snack and beverage.

- Have bathroom, lockers, club house and customer lounge.

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Disadvantage

- Don’t have restaurant.

- Expensive of snack and beverage.

Chiang Rai Galaxy

http://www.chiangraigalaxy.com/

Advantage

- Open 24 hrs.


Disadvantage

- Is not near super high way and difficult to access.

- Don’t have football equipment for free ( include football, training shirt, football

gloves.)

- Don’t have bathroom for athlete.

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The Leader Soccer Club

http://profile.yellowpages.co.th/522315652009001

Advantage

- Price is cheap (after 9 p.m. buffet 30 bath per person all night.)

- Have football equipment for free.


- Have shop for sale snack.

Disadvantage

- Footballs don’t have quality.

- Have many mosquitoes.

- Don’t have bathroom.

- Don’ have restaurant.

-

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� Swimming Pool

Le Méridien Chiang Rai Resort, Thailand

http://www.lemeridienchiangrai.com/

Advantage

- Clean.

- Luxury.

- Have good quality.

Disadvantage

- The price is expensive.

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Dusit Island Resort Chiang Rai

http://www.dusit.com/dusit-thani/th/dusit-island-resort-chiang-rai.html

Advantage

- Have good atmosphere.

- Have mini bar in swimming pool.

- Clean.

Disadvantage


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Chiang Rai Rajabhat University

Advantage

- Have standard of swimming pool.

- Large and deep of swimming pool

- Suitable for swimmer to training.

Disadvantage

- Children can’t swim in this swimming pool.

- Not clean.

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Chieng Rai Vidhayakhom School

http://www.cvk.ac.th/

Advantage

- Easy to access because it located in downtown.

- The price cheaper than other swimming pool.

Disadvantage

- General people can use on Saturday and Sunday only.

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Namthong Hotel

http://www.namthonghotel.com/Chiangrai/main.html

Advantage

- Private.

Disadvantage

- Dirty


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� Tennis Court

Koh Loy Public Park

Advantage

- Free.

- Have many tennis courts.

- Suitable for tennis competition.

-

Disadvantage

- The way to access so dangerous.

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Sport Authority of Thailand, Chiang Rai

Advantage

- Free.

- Suitable for tennis competition.

Disadvantage

- Many people want to come but tennis court not enough for demand of people

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Mae Fah Luang University

Advantage

- Free

Disadvantage

- Less of tennis court

- Tennis court not enough for demand of people

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Advantage

- Free.

-

Disadvantage

- Tennis courts are decline.

- Don’t have restroom.

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� Fitness Center

Sumalee Healthy and Spa Center

Advantage

- Luxury

- Comfortable

- Have many service

Disadvantage


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STK Resort Chiang Rai

Advantage

- Open music for customer

- The rest rooms are clean.

- The price is cheap.

Disadvantage

- The exercise machines are not various.

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Mea Fah Luang University

Advantage

- Suitable for bodybuilding.


Disadvantage

- Fitness area is narrow.

- The exercise machines are not various.

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5 Yake Fitness

Advantage

- Locate in downtown.

Disadvantage

- Fitness area is narrow.

- The price is expensive

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Advantage


- Open music for customer

Disadvantage

- The restrooms are dirty.

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Customer Analysis

Our business is sports complex which provide fitness center service, football field

service, swimming pool service, and tennis service. When we start this business in Chiang

Rai, we have to focus on teenagers and working people because these group of people care

about their health. These groups have their different behavior that we need to concern about

them.

Teenager group is the first one we focus on target segmentation. They like to have fun

and search for many cheap, luxury and good service or product. Some have enjoyed their

activities together and some enjoy their activity individual.

Second group is working people; this group is very easy going and has high income

because they have their job. They behavior looks like teenage group but they care about

service more than student. They have higher expectation as they pay their money higher for

sport service.

Moreover two groups of these behaviors, we must delve into our specific of our

customers who enjoy our business in four groups following our services we provide. In four

group such as fitness center consumer group, football player group, swimming pool service

group and Tennis Player group.

First group is fitness center consumer group; this group contains a lot of teenagers and

working people, this group of people concerns about many new items and their heath. Many

female customers want to lose their weight and many male customers want to create their

muscle for making themselves looking good. So to provide new items and good decoration

adjustment is good choice to satisfy them.

Second group is football players, this group, there are a lot of teenagers and working

people here, these group always come in to small group or large group to use football field

service together. Their demands on football service are high because there are many high

booking cue on many football field. To satisfy this section, we must provide good service and

booking system with drinking water promotion.

Third group is swimming pool consumer which consists of many group of consumer

like teenagers and working people. They always check the weather before enters swimming

pool because they afraid of raining like football player and tennis cord, we should provide

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indoor swimming pool but it not match with our decorate policy so we have to build outdoor

swimming pool with good decoration and high quality water. If swimming pool is clean, it

will attract a lot of consumers to visit our swimming pool.

There are many tennis players in the universities and hotels, but some people want to

play outside on Tennis Court Service. They always play in the evening that is the best time

for tennis player. There are many kind of tennis player like teenagers and working people,.

Many people believe that to playing tennis is smart because Tennis is a famous one in sport

that many countries all around the world know and send their tennis player to enter world

tennis competition.

� Summary of Customer Analysis

After we divide our customer into two groups follow our market segmentation and

four kinds of sport, we have found that a lot of teenagers and working people group are

interest in fitness center, football field, swimming pool and tennis in different level follow

their behavior and income.

Competitive Analysis

From collecting local information of many business in Chiang Rai, we have decide to run

sport complex business which consists of four kind of sport service business which has its

different competitive. So we have to analyze these groups of business in four competitive.

There are many fitness centers in Chiang Rai Province because many people want to

exercise. Many fitness center owners locate their business in the area where have it

supporting place around such as hotel, parking lot, convenience store and food center. Many

business owners always new items and create more promotion to increase their sales because

to invest in this kind of business, the owners must use a lot of money to buy fitness items in

high technology to satisfy their customer follow their trends and sport market.

Football field service is very popular in the society now because football is the most

famous sport in the world. In Chiang Rai Province, we can see some football field service

open in downtown and some district but not popular enough like other big province like

Chiang Mai and Bangkok. Foot ball field service is the attract point of people who would like

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to play football in new atmosphere because they bored with monotony life style and lacking

of football field that cause customer booking cues are high in many football field services.

Swimming pool service is a well known business one that many people enjoy it. The

Swimming Pool competitive is not low or high because it’ depend on season. In summer

season and holiday season is the peak period that swimming pool competitive is high while

many people always spend their time on swimming pool in the evening. In the south of

Thailand, swimming pool attract a lot of people to swim but in Chiang Rai province is not

high same as other big city because of cold weather is not support enough. However many

people still swim because swimming is the best way of exercising which increase a lot of

muscle and helping to lost weight

Tennis cord service can see a lot of tennis cord service in many hotels, universities

and some schools. The Competitive of Tennis cord service in Chiang Rai is very low when

compare with another big city like Bangkok and Chiang Mai. To invest in Tennis cord

business is the good choice in Chiang Rai area because our sport complex will make tennis

cord more popular and we will be the first individual place where provide tennis cord in

Chiang Rai Province where have a lot of student and working people who have enough

paying power to spend for us.

� Summary of Competitive analysis

There are two groups of different sport service competitive in Chiang Rai called high

competitive group and normal competitive group. The first groups is high competitive group

which consist of fitness center service and foot ball field service because these kind of sport

service are very popular in Chiang Rai Province that reflect on number of people while the

second group call normal competitive group because of the location of swimming pool

servicer and tennis cord service are few and hardly to find because they always locate in the

big place like hotel and university.

32 | P a g e

Conclusion of 3C Analysis

From 3C analysis, we have learn that sport complex have a chance to finish breakeven

point in four year because of four channel of income builder like fitness center, football field,

swimming pool, and tennis cord. Our main income are from fitness, swimming pool and foot

ball field because these business are famous while tennis cord service is run normally but it

cannot damage us a lot because of our supporting found from these three business we provide

before (fitness, football and swimming pool).

STP Analysis

Segmentation

� Psychographics

Nowadays, people spend their free time by playing sports because playing sports can

care health and protect disease for strength and some people play sports for enjoying. People

would like to play sport that has standard of equipment.

� Behaviors

People will play sports in fixed time such as many people like to play football in

evening but, some people like to play football at night which is each people will play sport in

different time. We provide safety for customers when people play sports such as we have

staffs to safety and control people who are playing sports in each period.

33 | P a g e

Target Market

Our target market is worker and teenager in Chiang Rai. The cause that is we focus on

worker and teenage because we see GDP of Chiang Rai has increased every year which it

makes to increase salary of workers in Chiang Rai. I provide information GDP in Chiang Rai

2006 to 2010. In year 2006 was 48,212, year 2007 was 56,299, year 2008 was 65,101, year

2009 was 65,974, and year was 78,914. So, workers in Chiang Rai have more power

purchasing for our sport complex. Workers have to relax after finish work and they care

healthier. They would like to relax or enjoy in sports. Sports have benefits for their health and

for their mind. And teenagers have free time for activities. Teenagers join together for play

activities when they have free time. Teenagers have different activities that they favorite such

as play sports and play musicals. But, sports are quite popular more that play musicals in

teenager. Teenager are spend more time to play sport, so it is the important to make our

sports complex get more profit and we spread word of mouth to promote our sports complex.

Positioning

Sport complex is the best choice for people who like exercise or health care because

sport complex is center of many sports as swimming, football, fitness and tennis. Moreover,

we have a good service better than other business because of sport complex have trainer, food

center, lifeguard, WIFI etc. However, our competitors are indirect competitors. Also we

analyze competitors by distribute each type of sports.

� Football

Standard

Sport complex

CR Galaxy Arena

Price

San kok chang

34 | P a g e

� Swimming pool

Clean

Sport complex

Le Dusit Island

Meridian

CRU

Size

CVK School

Nam Thong

� Tennis

Quality

Sport complex

Sport Authority of Thailand, Chiang Rai

MFU

Koh Loy Public Park

Security

CRU

35 | P a g e

� Fitness

Standard of Equipment

Sport complex

Sumalee Fitness&Spa

MFU

5 yake Fitness Gym Atmosphere

CRU

STK resort

36 | P a g e

Marketing Mix Strategy

Product strategy

Sports complex is the center of sport for healthy, that is popular sport in nowadays.

There are 4 types:

1. The artificial tuft football field.

2. Fitness center.

3. Swimming pool.

4. Tennis court.

There are wide various of sport that customers can choose in sports complex have

many a good quality machines in fitness center, The artificial tuft football field have standard

size and swimming pool is beautiful design and wide size, it can be accommodate as many

people . Other than, In sports complex is divided in each zone that appropriate to make

comfortable for customer. Moreover, sports complex have a food cort and lobby room for

customer which is internet, wi-fi, and other service.

Price strategy

Sports complex sets price base on market price but sport complex can attracting customer

more than competitor because sports complex is modern style and luxury.

Place strategy

Sport complex is located at Bandu district in Chiang Rai province. It is opposite Thai

Beverage Cooperation in front of Rajabhat Chiang Rai University. There are many people in

this area. Moreover, the location of Sport complex is easy to access for customers because it

near by a superhighway and sport complex have beautiful design which is prominent.

37 | P a g e

Promotion Strategy

Sport complex use many advertise for attracting to people. There are billboard,

advertise on local radio (Top FM 93.5), public in local magazine (Sherbet), and Facebook.

In additional, sport complex set promotion during grand opening and have special

discount for member customers. Moreover, sport complex have special activities there are

open swimming course during summer, the trainer in fitness center free, and have the

competition of our member in each sport, the winner will receive the gift voucher that our

company set in each period.

38 | P a g e

Sale forecast

Year 2011

Sale volume

Service charge Price Unit JAN FEB MAR APR MAY. JUN JUL. AUG. SEP. OCT. NOV. DEC Total

Swimming for adult

80.00 /times.

279.00

252.00

930.00

900.00

930.00

240.00

217.00

186.00

240.00

279.00

180.00

310.00

4,943

Swimming for

children

60.00 /times.

217.00

196.00

775.00

900.00

930.00

150.00

124.00

217.00

180.00

186.00

180.00

279.00

4,334

Fitness

80.00 /times.

620.00

504.00

465.00

570.00

403.00

390.00

403.00

341.00

450.00

434.00

450.00

310.00

5,340

Tennis

80.00 /hours.

682.00

504.00

682.00

600.00

620.00

180.00

186.00

310.00

540.00

682.00

600.00

620.00

6,206

Artificial Turf

(outdoor)

800.00 /hours.

620.00

504.00

930.00

780.00

682.00

240.00

186.00

434.00

660.00

620.00

780.00

744.00

7,180

Food and coffee shop

10,000.00

/mornth

50,000.00

50,000.00

50,000.00

50,000.00

50,000.00

50,000.00

50,000.00

50,000.00

50,000.00

50,000.00

50,000.00

50,000.00

600,000.00

Total sale


Swimming adult

80.00 /times.

22,320

20,160

74,400

72,000

74,400

19,200

17,360

14,880

19,200

22,320

14,400

24,800

395,440

Swimming for

children

60.00 /times.

13,020

11,760

46,500

54,000

55,800

9,000

7,440

13,020

10,800

11,160

10,800

16,740

260,040

Fitness

80.00 /times.

49,600

40,320

37,200

45,600

32,240

31,200

32,240

27,280

36,000

34,720

36,000

24,800

427,200

Tennis

80.00 /hours.

54,560

40,320

54,560

48,000

54,560

14,400

14,880

24,800

43,200

54,560

48,000

49,600

501,440

Artificial Turf

(outdoor)

800.00 /hours.

496,000

403,200

744,000

624,000

545,600

192,000

148,800

347,200

528,000

496,000

624,000

595,200

5,744,000


10,000.00 /month

50,000

50,000

50,000

50,000

50,000

50,000

50,000

50,000

50,000

50,000

50,000

50,000

600,000

Total

11,100.00

685,500

565,760

1,006,660

893,600

812,600

315,800

270,720

477,180

687,200

668,760

783,200

761,140

7,928,120

39 | P a g e

Year 2012

Sale volume


Swimming for adult

80.00 /times.

312.48

282.24

1,041.60

1,008.00

1,041.60

268.80

243.04

208.32

268.80

321.48

201.60

347.20

5,545

Swimming for

children

60.00 /times.

243.04

219.52

868.00

1,008.00

1,041.60

168.00

138.88

243.04

201.60

208.32

201.60

312.48

4,854

Fitness

80.00 /times.

694.40

564.48

520.80

638.40

451.36

436.80

451.36

381.92

504.00

486.08

504.00

347.20

5,981

Tennis

80.00 /hours.

763.84

564.48

763.84

672.00

694.40

201.60

208.32

347.20

604.80

763.84

672.00

694.40

6,951

Artificial Turf

(outdoor)

800.00 /hours.

694.40

564.48

1,041.60

873.60

763.84

268.80

208.32

486.08

739.20

694.40

873.60

833.28

8,042


10,000.00

/mornth

50,000.00

50,000.00

50,000.00

50,000.00

50,000.00

50,000.00

50,000.00

50,000.00

50,000.00

50,000.00

50,000.00

50,000.00

600,000.00

Total sale


Swimming adult

80.00 /times.

24,998

22,579

83,328

80,640

83,328

21,504

19,443

16,666

21,504

25,718

16,128

27,776

443,613

Swimming for

children

60.00 /times.

14,582

13,171

52,080

60,480

62,496

10,080

8,333

14,582

12,096

12,499

12,096

18,749

291,245

Fitness

80.00 /times.

55,552

45,158

41,664

51,072

36,109

34,944

36,109

30,554

40,320

38,886

40,320

27,776

478,464

Tennis

80.00 /hours.

61,107

45,158

61,107

53,760

61,107

16,128

16,666

27,776

48,384

61,107

53,760

55,552

561,613

Artificial Turf

(outdoor)

800.00 /hours.

555,520

451,584

833,280

698,880

611,072

215,040

166,656

388,864

591,360

555,520

698,880

666,624

6,433,280


10,000.00 /month

50,000

50,000

50,000

50,000

50,000

50,000

50,000

50,000

50,000

50,000

50,000

50,000

600,000

Total

761,760

627,651

1,121,459

994,832

904,112

347,696

297,206

528,442

763,664

743,731

871,184

846,477

8,808,214

40 | P a g e

Year 2013

Sale volume


Swimming for adult

80.00 /times.

365.60

329.88

1,218.67

1,179.36

1,218.67

314.50

284.36

243.73

314.50

365.60

235.87

406.22

6,477

Swimming for

children

60.00 /times.

284.36

256.84

1,015.56

1,179.36

1,218.67

196.56

162.49

284.36

235.87

243.73

235.87

365.60

5,679

Fitness

80.00 /times.

812.45

660.44

609.34

746.93

528.09

511.06

528.09

446.85

589.68

568.71

589.68

406.22

6,998

Tennis

80.00 /hours.

893.69

660.44

893.69

786.24

812.45

235.87

243.73

406.22

707.62

893.69

786.24

812.45

8,132

Artificial Turf

(outdoor)

800.00 /hours.

812.45

660.44

1,218.67

1,022.11

893.69

314.50

243.73

568.71

864.86

812.45

1,022.11

974.94

9,409


10,000.00

/mornth

50,000.00

50,000.00

50,000.00

50,000.00

50,000.00

50,000.00

50,000.00

50,000.00

50,000.00

50,000.00

50,000.00

50,000.00

600,000.00

Total sale


Swimming adult

80.00 /times.

29,248

26,390

97,494

94,349

97,494

25,160

22,749

19,498

25,160

29,248

18,870

32,498

518,157

Swimming for

children

60.00 /times.

17,062

15,410

60,934

70,762

73,120

11,794

9,749

17,062

14,152

14,624

14,152

21,936

340,756

Fitness

80.00 /times.

64,996

52,835

48,747

59,754

42,247

40,885

42,247

35,748

47,174

45,497

47,174

32,498

559,803

Tennis

80.00 /hours.

71,495

52,835

71,495

62,899

71,495

18,870

19,498

32,498

56,610

71,495

62,899

64,996

657,086

Artificial Turf

(outdoor)

800.00 /hours.

649,960

528,352

974,936

817,688

714,952

251,600

194,984

454,968

691,888

649,960

817,688

779,952

7,526,928


10,000.00 /month

50,000

50,000

50,000

50,000

50,000

50,000

50,000

50,000

50,000

50,000

50,000

50,000

600,000

Total

882,761

725,823

1,303,606

1,155,452

1,049,308

398,308

339,228

609,774

884,984

860,824

1,010,783

981,879

10,202,730

41 | P a g e

Year 2014

Sale volume


Swimming for adult

80.00 /times.

457.00

412.35

1,523.33

1,474.20

1,523.33

393.13

355.45

304.66

393.13

457.00

294.84

507.78

8,096

Swimming for

children

60.00 /times.

355.45

321.05

1,269.45

1,474.20

1,523.34

245.70

203.11

355.45

294.84

304.66

294.84

457.00

7,099

Fitness

80.00 /times.

1,015.56

825.55

761.68

933.66

660.11

638.83

660.11

558.56

737.10

710.89

737.10

507.78

8,747

Tennis

80.00 /hours.

1,117.11

825.56

1,117.11

982.80

825.14

294.84

304.66

507.78

884.53

1,117.11

982.80

1,015.56

9,975

Artificial Turf

(outdoor)

800.00 /hours.

1,015.56

825.55

1,523.34

1,277.64

1,117.11

393.13

304.66

710.89

1,081.08

1,015.08

1,277.64

1,218.68

11,760


10,000.00

/mornth 50,000.00

50,000.00 50,000.00

50,000.00 50,000.00

50,000.00

50,000.00

50,000.00

50,000.00 50,000.00

50,000.00

50,000.00

600,000.00

Total sale


Swimming adult

80.00 /times.

36,560

32,988

121,866

117,936

121,866

31,450

28,436

24,373

31,450

36,560

23,587

40,622

647,696

Swimming for

children

60.00 /times.

21,327

19,263

76,167

88,452

91,400

14,742

12,187

21,327

17,690

18,280

17,690

27,420

425,945

Fitness

80.00 /times.

81,245

66,044

60,934

74,693

52,809

51,106

52,809

44,685

58,968

56,871

58,968

40,622

699,754

Tennis

80.00 /hours.

89,369

66,045

89,369

78,624

89,369

23,587

24,373

40,622

70,762

89,369

78,624

81,245

821,358

Artificial Turf

(outdoor)

800.00 /hours.

812,448

660,440

1,218,672

1,022,112

893,688

314,504

243,728

568,712

864,864

812,064

1,022,112

974,944

9,408,288


10,000.00 /month

50,000

50,000

50,000

50,000

50,000

50,000

50,000

50,000

50,000

50,000

50,000

50,000

600,000

Total

11,100.00

1,090,949

894,780

1,617,009

1,431,817

1,299,132

485,390

411,532

749,719

1,093,735

1,063,144

1,250,982

1,214,854

12,603,041

42 | P a g e

Year 2015

Sale volume


Swimming for adult

80 /times.

598.57

540.18

1,995.56

1,931.20

1,995.56

515.00

465.64

399.10

515.00

598.67

386.24

665.19

10,606

Swimming for

children

60 /times.

465.64

420.58

1,662.98

1,931.20

1,995.58

321.87

266.07

465.64

386.24

399.11

386.24

598.67

9,300

Fitness

80 /times.

1,330.38

1,081.47

997.80

1,223.09

864.74

836.87

864.74

731.71

965.60

931.27

965.60

665.19

11,458

Tennis

80 /hours.

1,463.41

1,081.48

1,463.41

1,287.47

1,080.93

386.24

399.11

665.19

1,158.73

1,463.41

1,287.47

1,330.38

13,067

Artificial Turf

(outdoor)

800 /hours.

1,330.38

1,081.47

1,995.58

1,673.71

1,463.41

515.00

399.10

931.27

1,416.21

1,330.38

1,673.71

1,596.47

15,407


10,000

/mornth

50,000.00

50,000.00

50,000.00

50,000.00

50,000.00

50,000.00

50,000.00

50,000.00

50,000.00

50,000.00

50,000.00

50,000.00

600,000

Total sale


Swimming adult

80 /times.

47,886

32,411

159,645

154,496

159,645

41,200

37,251

31,928

41,200

31,929

30,899

53,215

821,704

Swimming for

children

60 /times.

27,938

25,235

99,779

115,872

119,735

19,312

15,964

27,938

23,174

23,947

23,174

35,920

557,989

Fitness

80 /times.

106,430

86,518

79,824

97,847

69,179

66,950

69,179

58,537

77,248

74,502

77,248

53,215

916,677

Tennis

80 /hours.

117,073

86,518

117,073

102,998

86,474

30,899

31,929

53,215

92,698

117,073

102,998

106,430

1,045,378

Artificial Turf

(outdoor)

800 /hours.

1,064,304

865,176

1,596,464

1,338,968

1,170,728

412,000

319,280

745,016

1,132,968

1,064,304

1,338,968

1,277,176

12,325,352


10,000 /month

50,000

50,000

50,000

50,000

50,000

50,000

50,000

50,000

50,000

50,000

50,000

50,000

600,000

Total

11,100

1,413,631

1,145,858

2,102,784

1,860,181

1,655,761

620,361

523,603

966,634

1,417,289

1,361,754

1,623,287

1,575,957

16,267,101

43 | P a g e

Marketing Expense

Advertising JAN FEB MAR APR MAY. JUN JUL. AUG. SEP. OCT. NOV. DEC Total

Bill Board

840.00

840.00

840.00

840.00

840.00

840.00

840.00

840.00

840.00

840.00

840.00

840.00

7,560.00

Local Radio

2,500.00

2,500.00

2,500.00

2,500.00

2,500.00

2,500.00

2,500.00

2,500.00

2,500.00

2,500.00

2,500.00

2,500.00

22,500.00

Magazine

10,000.00

10,000.00

10,000.00

10,000.00

30,000.00

Total of

Advertising

13,340.00

3,340.00

3,340.00

13,340.00

3,340.00

3,340.00

13,340.00

3,340.00

3,340.00

13,340.00

3,340.00

3,340.00

60,060.00

44 | P a g e

Conclusion

Over all in sports complex’s market feasibility study is reflect that our business have a

chance to successful in our business goal because of many supporting reasons in many issue

in this chapter that we have to explain each issue.

First many marketing analysis factors support us to invest in Chiang Rai province

because Chiang Rai province good property consist of big market, high GDP and people

revenue average, good environment, updated technology and low politic conflict .

Second from 3C analysis, we have to make our sport complex different from

competitors, understanding customer behaviors and meet high competitive of our kind of

services because we provide more than one service that force us to collect more information

however we have our advantage on our customer that we are different and have valuable

price for our customer.

Third STP analysis proves us that psychographics and behaviors people concern about

their health and having their different time on exercise.

Fourth Target Market and Positioning, We focus on teenager and working people who

have their buying power enough for our business and our position is focus on sport service

majority with supporting service options as minority. We have learned from positioning that

our services have many advantages when compare with our competitor’s service.

Fifth, from our Marketing Mix Strategy, we provide various sports service and

support options as Product strategy, Price strategy is standard price with luxury decorate,

Place strategy is Bandu District where have a lot of people for live in and promotion strategy

which provide good advertise on local radio, billboard and magazine.

Final issue, our financial plans and sales forecast is realistic and match with our

following collection real information.

45 | P a g e

Chapter 4

Technical Feasibility Study

Production and Operation Analysis

Product Characteristics (in Detail)

Tennis court

http://www.civilsport.co.th/%E0%B8%9E%E0%B8%B7%E0%B9%89%E0%B8%99%E0%B8%AA%E0%B8

%99%E0%B8%B2%E0%B8%A1%E0%B9%80%E0%B8%97%E0%B8%99%E0%B8%99%E0%B8%B4%E0

%B8%AA.html

Our tennis court is hard court. We have two tennis courts. Tennis courts are rectangle

and smooth floor. Standard courts will have length of around is 78 Feet (23.77 m.) width 27

Feet (8.23 m.). For, single and width 36 feet (10.97 m.). For, doubles is net have height 3 feet

6 inch (1.07 m.) from the side and height 3 feet (914 m.). The center of court will separate is

3 courts the depending on the material used to make the courts surface. Each the courts will

have seep and springing of ball separate in the kind of tennis.

46 | P a g e

Artificial turf football field

http://www.h-turf.com/products-soccer.php

The artificial turf football field is two outdoor fields and provides the rest rooms to

the customers.

47 | P a g e

Swimming pool

Swimming pool for adult

The size is width 25 m. length 50 m. and deep 1.20 m. (Overflow & Chlorine system)

The size is width 3 m. length 5 m. and deep 0.60 m. (Overflow & Chlorine system)

http://www.topatpool.com/index.php?lay=show&ac=article&Id=512564

48 | P a g e

Fitness center

We have 20 exercise machines. The customer can exercise every parts of body and we

have the trainer to give the recommendations for them. It is free charge. The atmospheres are

good airflow, model style of decoration, soft music, and lobby to safe their assets.

49 | P a g e

Food center

The food center provide for the customer who want to get convenience food. In this

product, it is rental for the food provider. We have the rule to control the quality of food and

equipment.

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Location

51 | P a g e

52 | P a g e

Facility Layout

53 | P a g e

54 | P a g e

FOOD CENTER

TOI

LET

55 | P a g e

OFFICE CENTER

56 | P a g e

COFFEE SHOP

57 | P a g e

FITNESS CENTER

58 | P a g e

SWIMMING POOL

Swimming Pool

59 | P a g e

ARTIFICIAL TRUF FOOTBALL FIELD

60 | P a g e

TENNIS COURT

61 |Page

List of investment

• Artificial Turf

Price: 3,600,000Baht.

http://market.mthai.com/product/320643

Pole goal

18,900 baht

Nets

2,500 baht

62 |Page

Ball

480 baht

http://www.fbtsports.com/th/store/search_result.php?IBLOCK_ID=2&SECTION_ID=701&PAGEN_1=3

Wooden benches 37.5 x 25 x 40

1,200 baht

63 |Page

• REST ROOM

Hand Dryer รุน่ 203A

Price: 5,150Baht.

� Normal output : 1800 W, Voltage : 220-240 V/ 50Hz

Warm air temperature : 60C + 20C

Air steam : 15 m/s, Switch area : 14 cm + 3cm

Switch off delay : less than 5, Weight : 2.8 kg

Dimensions : 275 x 265 x 255 mm.

Mirror

Size: 60*2*75

Price: 590 Baht

http://www.indexlivingmall.com/product/list.php?L1=170&L2=175&L3=179

64 |Page

Bin

Size:29.5*67 cm.

Price: 1,990 Baht

Injected buttocks

Size:Dia.3*L 10

Price: 179 Baht


Flush toilet

Price: 2,510 Baht.

Price: 3,210 Baht

http://www.light-and-bath.com/index.php?lay=show&ac=cat_showcat&l=2&cid=43409

65 |Page

Basin

Price: 765 Baht.

http://www.191sale.com/index.php?lay=show&ac=cat_show_pro_detail&cid=21157&pid=87566

� BATH ROOM

Shower

Size: Dia.7*L25 cm.

Price: 179 Baht.

Shelve + Hanger CHIC ABR16-I11V

Price: 339 Baht.


66 |Page

� SWIMMING POOL

Price: 1,437,800 Baht.

http://www.fbtsports.com/th/store/detail.php?IBLOCK_ID=2&SECTION_ID=34&ELEMENT_ID=1317

http://www.nannampool.com/

http://www.treetouch.com/index.php?lay=show&ac=article&Ntype=6&Id=5375595

Stairs Swimming Pool

Price : 9,000 Baht.

67 |Page

Outdoor Daybed

Price : 6,900 Baht.

http://www.indexlivingmall.com/product/list.php?L1=185&L2=189

Table set

Price : 6,990 Baht.

http://www.indexlivingmall.com/product/list.php?L1=185&L2=186

Dolphin Supreme M5

Price: 150,000 Baht.

http://www.winwin-pool.com/?gclid=CKOa8b79760CFccc6wodNWYnuA

68 |Page

Umbrella

Price : 300 Baht.

http://nonthaburicity.olxthailand.com/300-iid-95506677

FITTNESS CENTER

Super balance

Price: 2,590 Baht

Super cyclone GS-2015M

Price: 3,390 Baht

69 |Page

Moon waliker GS-6001

Price: 4,990 Baht

OMA-8577A

Price: 13,900 Bah.

DUMBELL SET

Price: 5,628 Baht.

Recumbent bike GS-9080

Price: 7,990 Baht.

70 |Page

Elliptical GS-6007

Price: 5,990 Baht.

Magnetic bike GS-5610

Price: 5,290 Baht.

Alko vibrator ETF-001C

Price:15,900 Baht.

71 |Page

Motorized treadmill 2.0 HP OMA-1610CA

Price: 25,900 Baht.

Digital scale

Price: 199 Baht.

Yoka Ball

Price: 590 Baht.

Deluxe Fitness Floor Mat

Price: 1990 Baht.

72 |Page

� OFFICE CENTER

IMac

Price: 39,900 Bath.

POS SET 1

Price: 12,500 Bath.

PANASONIC KX-MB3150CX 6 IN

1(Fax,Scanner,Printer,Copy Machine)

Price: 29,990 bath

73 |Page

Cabinet of documents 75 W. * 32

D. * 122 H. (cm)

Price: 1,100 baht

Cabinet of documents 80(W)*40(D)*85(H) cm

Price: 1,665 baht

Table set 180(W)x140(D)x75(H) cm

Price: 5,900 baht

74 |Page

Chair

Price: 2,990 baht

Sofa set

Price: 22,900 Baht

http://www.indexlivingmall.com/product/list.php?L1=185&L2=186#2

75 |Page

• Food center

Table set

Price: 6,000 Baht

http://www.indexlivingmall.com/product/list.php?L1=185&L2=186#1

Sink

Price: 4,590 baht

http://www.jaroensupply.com/product-th-490448-4109952-

%E0%B8%AD%E0%B9%88%E0%B8%B2%E0%B8%87%E0%B8%A5%E0%B9%89%E0%B8%B2

%E0%B8%87%E0%B8%88%E0%B8%B2%E0%B8%99+%E0%B8%9E%E0%B8%A3%E0%B9%89

%E0%B8%AD%E0%B8%A1%E0%B8%82%E0%B8%B2%E0%B8%95%E0%B8%B1%E0%B9%89

%E0%B8%87+MEX+%E0%B8%A3%E0%B8%B8%E0%B9%88%E0%B8%99+PS+102S.html

Trolley

Price: 12,500 baht

76 |Page

Trashcan

Price: 1,900 baht

Trashcan

Price: 550 baht

Trashcan

Price: 550 baht

CAR VIGO SMART CAB

Price: 487,000 Baht

77 |Page

• Tennis court

Price: 198,360 Baht.

Net

Price: 2,950



78 |Page

Trolleys

Price: 4,500 Baht.


Mop

Price: 950 Baht.


79 |Page

Tennis ball

Price: 7 Baht.

http://www.thaionlinemarket.com/question.asp?QID=268669

Committee chair

Price: 5,400

http://www.weloveshopping.com/template/w20/showproduct.php?pid=11115033&shopid=17046

80 |Page

Cost of Investment

Pre-Operating Cost

Land reclamation cost 2,400,000

Design layout cost 30,000

Billboard tax 840

Registered company cost 10,000

Billboard cost 35,700

Total pre-operating cost 2,476,540

81 |Page

Investment Cost

Investment cost

Product Description Price Unit Total

land

43,274,000

1

43,274,000

Car

487,000

1

487,000

Air condition

11,900

4

47,600

Computer imac

39,900

1

39,900

INFARSTRUCTURE

Swimming

1,437,800

1

1,437,800

Tennis

99,180

2

198,360

Artificial Turf

3,600,000

2

7,200,000

Building

5,000,000

1

5,000,000

Total of infarstucture

10,136,980

6

13,836,160

TENNIS

Net

2,950

2

5,900

Trolley

4,500

2

9,000

Mop

950

2

1,900

Tennis balls

7

100

700

Committee chair

5,400

2

10,800

Total of tennis

13,807

108

28,300

REST ROOM

Hand Dryer

5,150

2

10,300

Mirror

590

8

4,720

Bin

1,990

2

3,980

Injected buttocks

179

8

1,432

Flush toilet(Women)

2,510

4

10,040

82 |Page

Flush toilet(Men)

3,210

4

12,840

Basin

765

8

6,120

Total of rest room

14,394

36

49,432

BATH ROOM

Shower

179

8

1,432

Shelve + Hanger

339

8

2,712

Mirror

590

8

4,720

Basin

765

8

6,120

Bin

1,990

2

3,980

Total of bath room

3,863

34

18,964

Artificial Turf

Pole goal

18,900

4

75,600

Ball

480

10

4,800

Wooden benches

1,200

4

4,800

Total of Artificial Turf

20,580

18

85,200

SWIMMIMG

Stairs Swimming pool

9,000

2

18,000

Outdoor Daybed

6,900

4

27,600

Table set

6,990

4

27,960

Dolphin Supreme

150,000

2

300,000

Umbrella

300

4

1,200

Total of Swimming Pool

173,190

16

374,760

FITNESS CENTER

Super balance

2,590

2

5,180

Super cyclone

3,390

2

6,780

Moon walker

4,990

2

9,980

83 |Page

OMA-8577A

13,990

2

27,980

Dumbell set

5,628

1

5,628

Recumbent bike

7,990

2

15,980

Elliptical

5,990

2

11,980

Magnetic bike

5,290

2

10,580

Alko vibrator

15,900

2

31,800

Motorized treadmill

25,900

2

51,800

Digital scale

199

2

398

Yoka ball

590

1

590

Floor mat

1,990

1

1,990

Total of fitness

94,437

23

180,666

OFFICE CENTER

POS SET

12,500

1

12,500

Panasonic KX-MB3150

29,990

1

29,990

Cabinet of document

1,100

1

1,100

Cabinet of document

1,665

1

1,665

Table set

5,900

1

5,900

Chair

2,990

1

2,990

WiFi Router

790

3

2,370

Sofa set

22,900

2

45,800

Total of office center

77,835

11

102,315

FOOD CENTER AND COFFEE

SHOP

Table set

6,000

17

102,000

Sink

4,590

6

27,540

Trolley

12,500

3

37,500

84 |Page

Trashcan

1,900

9

17,100

Trashcan

550

3

1,650

Total of food center

25,540

38

185,790

Total of fix asset

54,373,426

297

58,710,087

85 | P a g e

Depreciation

Year 1

86 | P a g e

Year 2

87 | P a g e

Year 3

88 | P a g e

Year 4

89 | P a g e

Year 5

90 | P a g e

Management Analysis

Administration Cost

91 | P a g e

Salary

92 | P a g e

Cost of Utility

93 | P a g e

Conclusion

Sport complex provide service about sports which have tennis, football, fitness and swimming pool. Every equipment and machine of sport complex

is standard and to have a good quality. Also, the customers will trust and satisfy when their use service in sport complex. Moreover, sport complex provide

more service such as food court and internet WI-FI for comfortable to customers. Sport complex located at Ban Du, Chiang Rai. It is the best location

because the place is convenience; customers easy to access. Furthermore, we have facility management provide the facility for customers. We try to provide

the best service for enhance customers satisfy because sport complex concern more about customers satisfy.

94 | P a g e

Chapter 5

Financial Analysis

Profit and Lost Statement (Income Statement)

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97 | P a g e

98 | P a g e

99 | P a g e

100 | P a g e

101 | P a g e

102 | P a g e

Cash Flow

103 | P a g e

104 | P a g e

105 | P a g e

106 | P a g e

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Balance Sheet

108 | P a g e

109 | P a g e

110 | P a g e

111 | P a g e

112 | P a g e

Chapter 6

Risk Management

External risk

� Political

Politic is the most sensitive risk in Thailand when the political crisis has occurred in

Thailand. This crisis affected to many business owners that cause many people lose their jobs

and lose some revenue. Politic crisis reflect to the lacking of balance in social and economic.

In the worst case, political crisis cause civil war like the conflict between antigovernment

mob and government which create huge damage to both side in life and asset until the

dissolve of parliament to throwing away of responsibility to new government after corruption

. In Chiang Rai province, political crisis cause a lot of mob in Chaing Rai to call for their

benefit that they have lost from some cheating governments. Mob in Chaing Rai will create a

lot of traffic jam problems and dangerous situation will be happen if it is out of control.

Solution

Chiang Rai Politic is very sensitive even Chaing Rai province is the low politic

conflict area. Our sports complex transfer the risk to insurance company in the time of

political situation occurred.

� Economic

Economic Crisis is the large external risk which affects too many product provider or

service business in the world. This problem can be happened in the nation level and in the

country. If some economic crisis has occurred, Thailand will also take damage too that cause

many business owners lost their customer or closed up to their own factors which can be their

business risk. In case of our sport complex that provides many sport service, our customer

must have their revenue in one level to enjoy our service and sport complex has it high

expense. If sport complex encourage economic crisis, it reflect that we meet big trouble

because a lot of customer will exercise without payment instantly until the economic crisis

has gone while we have to continue paying money for fixed expense

Solution

When the economic crisis had occurred, we need to accept it’s by creating promotion

activities like exercise event and discount price is the good choice one for that situation. The

manager should use optimal promotion policies follow the situation. To borrow money from

the bank for crate promotion is not good but manager should use free media to attract

customer to visit sport complex because this channel free of expense and wide. If we create a

good advertise by using free media, we will have a lot of customer.

113 | P a g e

� Social

Social is the huge external risk because social has a lot of elements such as religion,

culture, politician, economic which prove that social is a sensitive factor because there are a

lot of people live in social and they have to work with the high competitive in their social.

Some time conflict can be cause the problem in social. In Chian Rai province, we have to

encounter many kind of social risk such as the various and fluctuate of politician revenue, the

different of culture, politician paying behavior which we cannot forecast, and high business

competitive and political activity.

Solution

Social risk is an external risk which cannot control and causes unfix damage to many

businesses which up to the area that business locate in. In the case of Chiang Rai province we

have to encounter much kind of risks in Chiang Rai province because this province is the one

of Thailand tourist attractions. To understand Chain Rai social is the best choice to solve

problem in the long term. We must create connection with many people, find alliance, and

follow the local newspaper to getting updated information for creating many policy for

encourage social incoming risk.

� Technology

New technology product release, recent product price will decease instant in the short

period. When the customers compare our technology product with the competitors, we need

to make customer satisfy with us.

Solution

We should to manage this risk by follow the trend of technology products and choose

the best one to our company.

114 | P a g e

� Pollution

Pollution is a kind of external risk which create some damage in high range like

epidemic but it’s damage is lower than epidemic and it frequency is more than epidemic

frequency. In Chiang Rai province, we usually meets some pollutions like smoke from grass

burning by agitators after ending of farming , carbon dioxide from traffic jam on street and

bad smell pollution from many garbage that unconscionable people left on the floor even

there are many recycle bins have place in it point. These uncontrolled behaviors will create a

lot of bad image in Chiang Rai which reflect that Chiang Rai is dirty. If a lot of pollution are

stack in one area in high frequency. There are more chances to be the origin of epidemic too.

Moreover damage, many people will deny Chiang Rai province when the think about

business location.

Solution

Pollution is a kind of organization external risk which has it side effect to social in

high range. The damage from pollution which occurred in Chiang Rai Province is small when

compare with other big cities like Bangkok and Chaing Mai Province. So we have a right to

solve this problem by create some activities and campaign for promote many politicians to

preserve environment with many kinds of method following the period of times such as

afforest activities, gas energy for car campaign or alternative energy campaign and Bank of

garbage that et people transfer their garbage into money . If we create these activities and

campaigns, we can create good image to our sport complex and Chaing Rai province more

over we have a chance to be trend leader in our market.

� Low Season and High Season

Many businesses which provide product or service to market cannot avoid risk from

low season and high season in the different time which consists of 2 kind of external risks.

First risk is low season risk which refer to the risk from the time that there are few people

enjoy sport complex service. A few number of our customer is high risk that affect to our

financial plan and company because many people spend their holiday time on another place

in their vacation and some season consist of bad weather like rainy season and summer while

high season can be the second risk too because there are a lot of customer come to visit our

sport complex and cause of the lack of equipment problem that making some customer satisfy

115 | P a g e

because they cannot wait for longtime. When they are terminated, they will create some

problem to sport complex. From 2 kind of risk, it proves that risk is not fixed.

Solution

This Risk is an external risk that needs to manage by promotion policy and service

latency upgrade on our sport complex company because there are two risks in this section and

we need to use the different solution on these risks. First risk is Low season we must create

promotion activity more than provide discount price for attract our customer to enjoy our

activity at sport complex in low season. To reduce price is too normal because a lot of our

competitor always reduce price because they have high budget from investing before us.

Second risk is the high season risk that we need to solve by upgrade service latency, checking

error of equipment and train our customers to be professional for encourage incoming

problem from some customer.

� Behavior of customers

To run many kinds of business, customer is an important factor which brings a lot of

benefit to our sport complex company because they pay their money for receives their service

following their demand. However customer factor doesn’t be good factor at all because of

some of their behavior and attitude which relate to our service are different. In this topic, we

concern about risk behavior customers who have chances to create a lot of problem to our

sport complex company in both long and short period such as some selfish guests who

calumniate our company when we cannot provide some service to satisfy them enough, some

impetuously customers who usually do something which create many risks to life and asset,

customers who always infringe sport complex’s rule and some customers who disturb another

guests. Whatever these groups are external risk that we can control but their action can

damage our sales and image in high level which affect a lot of customers decide to deny our

service and make us lost our market share.

Solution

When we have problems from customer’s bad behaviors, to inspecting inside

company operation is the best ways to solve this problem by our officer’s observe and camera

record which can report what happened in our sport complex. If the problems has appear, we

116 | P a g e

should solve the problem by talk to that group about the sport complex rule and explain them

to understand what shouldn’t do in our sport complex with supporting reason which better

than making them has pressure from our action which cause them disgraceful and trying to

revenge our sport complex by find our bad points and distribute them to the social. To speak

with them in friendly civility for make them understand the reason of our rule will make them

feel free. If we find the stubborn customers, we need to proceed our action following our rule

while creating more good image because we don’t need to lost a lot of customer even we

need to dissatisfy one in our customer.

117 | P a g e

Internal risk

� Job Changing Problem

The problem of self-retire officer is a kind of high internal risk which seldom

happened in the organization because the lack of officer will decrease team work service

ability and cannot satisfy customer enough. In the wore case, when our officer have move his

or her position to work with our competitor, they have a chance to tell our competitor about

our sport complex company secret which make our competitors getting strong more us and

take away some of our market share. Even we fight our customer with lawyers; we always

lost because this situation will break our image immediately and reflect that our company

care about benefit only. The most damage always effect on our stability.

Solution

This problem about officer changing job is an external risk. To solve this problem we

must to manage and pay attention on take care of our customers because our company can

work with officer royalty and human resources are a very sensitive factor one we must

concern. If some problem happens with them, we need to talk to them smoothly with

reasonable. If some officer who work with us for a long time need to go, we don’t force them.

To pay final bonus can making easy ending. In case of sport complex secret, we must select

trustable and honest people to work and meeting. We need ethical people more than

intelligent people in our organization because skill can train but people mind cannot train.

118 | P a g e

� Financial

According to our sports complex, it is a big business in Chiang Rai province

and the high of investment. So, the period of receive the money back is long and

many maintenance cost of equipment and system that we need to concern. If we lack

of control all of them, our business will be breakdown.

Solution

We need to manage this risk by increasing of sales and make new promotion

to attract more customer to use our sports complex and we need to serve the good

service to customer to make them satisfy and they will spread word of mouth to

another customer.

119 | P a g e

Sale decrease 5%

Year 1

Income Statement

120 | P a g e

Cash Flow

121 | P a g e

Balance Sheet

122 | P a g e

Year 2

Income Statement

123 | P a g e

Cash Flow

124 | P a g e

Balance Sheet

125 | P a g e

Year 3

Income Statement

126 | P a g e

Cash Flow

127 | P a g e

Balance Sheet

128 | P a g e

Year 4

Income Statement

129 | P a g e

Cash Flow

130 | P a g e

Balance Sheet

131 | P a g e

Year 5

Income Statement

132 | P a g e

Cash Flow

133 | P a g e

Balance Sheet

134 | P a g e

Sale decrease 10%

Year 1

Income Statement

135 | P a g e

Cash Flow

136 | P a g e

Balance Sheet

137 | P a g e

Year 2

Income Statement

138 | P a g e

Cash Flow

139 | P a g e

Balance Sheet

140 | P a g e

Year 3

Income Statement

141 | P a g e

Cash Flow

142 | P a g e

Balance

143 | P a g e

Year 4

Income Statement

144 | P a g e

Cash Flow

145 | P a g e

Balance Sheet

146 | P a g e

Year 5

Income Statement

147 | P a g e

Cash Flow

148 | P a g e

Balance Sheet

149 | P a g e

Sale decrease 15%

Year 1

Income Statement

150 | P a g e

Cash Flow

151 | P a g e

Balance Sheet

152 | P a g e

Year 2

Income Statement

153 | P a g e

Cash Flow

154 | P a g e

Balance

155 | P a g e

Year 3

Income Statement

156 | P a g e

Cash Flow

157 | P a g e

Balance

158 | P a g e

Year 4

Income Statement

159 | P a g e

Cash Flow

160 | P a g e

Balance Sheet

161 | P a g e

Year 5

Income Statement

162 | P a g e

Cash Flow

163 | P a g e

Balance Sheet

164 | P a g e

Interest Expense 5%

Year 1

Income Statement

165 | P a g e

Cash Flow

166 | P a g e

Balance Sheet

167 | P a g e

Year 2

Income statement

168 | P a g e

Cash Flow

169 | P a g e

Balance Sheet

170 | P a g e

Year 3

Income Statement

171 | P a g e

Cash Flow

172 | P a g e

Balance Sheet

173 | P a g e

Year 4

Income Statement

174 | P a g e

Cash Flow

175 | P a g e

Balance Sheet

176 | P a g e

Year 5

Income Statement

177 | P a g e

Cash Flow

178 | P a g e

Balance Sheet

179 | P a g e

Interest Expense 10%

Year 1

Income Statement

180 | P a g e

Cash Flow

181 | P a g e

Balance Sheet

182 | P a g e

Year 2

Income Statement

183 | P a g e

Cash Flow

184 | P a g e

Balance Sheet

185 | P a g e

Year 3

Income Statement

186 | P a g e

Cash Flow

187 | P a g e

Balance Sheet

188 | P a g e

Year 4

Income Statement

189 | P a g e

Cash Flow

190 | P a g e

Balance Sheet

191 | P a g e

Year 5

Income Statement

192 | P a g e

Cash Flow

193 | P a g e

Balance Sheet

194 | P a g e

Interest Expense 15%

Year 1

Income Statement

195 | P a g e

Cash Flow

196 | P a g e

Balance Sheet

197 | P a g e

Year 2

Income Statement

198 | P a g e

Cash Flow

199 | P a g e

Balance Sheet

200 | P a g e

Year 3

Income Statement

201 | P a g e

Cash Flow

202 | P a g e

Balance Sheet

203 | P a g e

Year 4

Income Statement

204 | P a g e

Cash Flow

205 | P a g e

Balance Sheet

206 | P a g e

Year 5

Income Statement

207 | P a g e

Cash Flow

208 | P a g e

Balance Sheet

209 | P a g e

Expense increase 5 %

Year 1

Income Statement

210 | P a g e

Cash Flow

211 | P a g e

Balance Sheet

212 | P a g e

Year 2

Income Statement

213 | P a g e

Cash Flow

214 | P a g e

Balance Sheet

215 | P a g e

Year 3

Income Statement

216 | P a g e

Cash Flow

217 | P a g e

Balance Sheet

218 | P a g e

Year 4

Income Statement

219 | P a g e

Cash Flow

220 | P a g e

Balance Sheet

221 | P a g e

Year 5

Income Statement

222 | P a g e

Cash Flow

223 | P a g e

Balance Sheet

224 | P a g e

Expense increase 10%

Year 1

Income Statement

225 | P a g e

Cash Flow

226 | P a g e

Balance Sheet

227 | P a g e

Year 2

Income Statement

228 | P a g e

Cash Flow

229 | P a g e

Balance Sheet

230 | P a g e

Year 3

Income Statement

231 | P a g e

Cash Flow

232 | P a g e

Balance Sheet

233 | P a g e

Year 4

Income Statement

234 | P a g e

Cash Flow

235 | P a g e

Balance Sheet

236 | P a g e

Year 5

Income Statement

237 | P a g e

Cash Flow

238 | P a g e

Balance Sheet

239 | P a g e

Expense increase 15%

Year 1

Income Statement

240 | P a g e

Cash Flow

241 | P a g e

Balance Sheet

242 | P a g e

Year 2

Income Statement

243 | P a g e

Cash Flow

244 | P a g e

Balance Sheet

245 | P a g e

Year 3

Income Statement

246 | P a g e

Cash Flow

247 | P a g e

Balance Sheet

248 | P a g e

Year 4

Income Statement

249 | P a g e

Cash Flow

250 | P a g e

Balance Sheet

251 | P a g e

Year 5

Income Statement

252 | P a g e

Cash Flow

253 | P a g e

Balance Sheet

254 | P a g e

Conclusion

However, point of sale or interest will be increasing which it cannot affect with our

profit. But, if expense more than point of sale will lose profit or account payable because if

expense increasing will make many expanse that it will decrease profit. So, we have to

calculate financial which thing of main importance is expense. We should to control our

expense and interest. If expense of increasing create losing profit.

255 | P a g e

Chapter 7

Summary

Sports business can be possible. However, it will use time in 10 years for return on

cost which investors do not have courage for investment. Sport business is not good trend

business but, it is business that customer use service over times because people will do

exercise every days and our profit graph will increase over times. According to net income,

graph of net income is increase continues. So, it has possible for investment in sport complex.

Reference


http://www.fbtsports.com/th/store/search_result.php?IBLOCK_ID=2&SECTION_ID=701&P

AGEN_1=3

http://www.light-and-bath.com/index.php?lay=show&ac=cat_showcat&l=2&cid=43409

http://www.jaroensupply.com/product-th-490448-4109952-

%E0%B8%AD%E0%B9%88%E0%B8%B2%E0%B8%87%E0%B8%A5%E0%B9%89%E0

%B8%B2%E0%B8%87%E0%B8%88%E0%B8%B2%E0%B8%99+%E0%B8%9E%E0%B

8%A3%E0%B9%89%E0%B8%AD%E0%B8%A1%E0%B8%82%E0%B8%B2%E0%B8%9

5%E0%B8%B1%E0%B9%89%E0%B8%87+MEX+%E0%B8%A3%E0%B8%B8%E0%B9

%88%E0%B8%99+PS+102S.html

http://www.191sale.com/index.php?lay=show&ac=cat_show_pro_detail&cid=21157&pid=8

7566

http://nonthaburicity.olxthailand.com/300-iid-95506677

http://multi-smart.com/forums/index.php?topic=466.0

http://www.nichofloor.com/Product/tennis_pu

http://www.chiangraicenters.com/forums/index.php?topic=62.0

http://www.oknation.net/blog/eec/2011/02/22/entry-3

http://www.topatpool.com/index.php?lay=show&ac=article&Id=512550&Ntype=2

http://www.pwa.co.th/service/tariff_rate.html

http://www.cymiz.com/insurances/smile-sme-mt/

http://www.3bb.co.th/product/adsl/wireless.php

http://www.pwa.co.th/service/tariff_rate.html

http://www.treetouch.com/index.php?lay=show&ac=article&Ntype=6&Id=5375595

http://www.nannampool.com/

http://www.winwin-pool.com/?gclid=CKOa8b79760CFccc6wodNWYnuA

http://www.fbtsports.com/th/store/detail.php?IBLOCK_ID=2&SECTION_ID=34&ELEMEN

T_ID=1317

http://www.thaionlinemarket.com/question.asp?QID=268669

http://www.civilsport.co.th/%E0%B8%9E%E0%B8%B7%E0%B9%89%E0%B8%99%E0%

B8%AA%E0%B8%99%E0%B8%B2%E0%B8%A1%E0%B9%80%E0%B8%97%E0%B8%

99%E0%B8%99%E0%B8%B4%E0%B8%AA.html

http://www.h-turf.com/products-soccer.php


http://www.historyofsports.net/history_of_sports.html

http://www.sat.or.th/th/about/page.aspx?id=2

http://www.chiangrai-arena.com/

http://www.chiangraigalaxy.com/

http://profile.yellowpages.co.th/522315652009001

http://www.lemeridienchiangrai.com/

http://www.dusit.com/dusit-thani/th/dusit-island-resort-chiang-rai.html

http://www.cvk.ac.th/

http://www.namthonghotel.com/Chiangrai/main.html


Members of Sports Complex

Group 16

ID 4931207134 Thanya Kritkanjanapan

ID 5231205170 Aornanong Keawmanee

ID 5231207006 Kannapach Sorntung

ID 5231207042 Thavanrat Chaibomromsit

ID 5231207064 Passarat Charoenrat

ID 5231207091 Wasuchon Eudkha

ID 5231207097 Wiradee Sumangkarasombat

ID 5231207108 Sompong Keawsit

project feasibility study and evaluation 2011; sports complex

Documents

project sport complex

sport complex business

sport complex report

advantage of sports

chance of sport complex

project feasibility

chiang rai province

analysis of financial