ran no tenshi: angel orchid
TRANSCRIPT
We grow elegance for your banquets.
1210322 International Logistics and Supply Chain Management
WELCOME MESSAGE
“HELLO”
Ran No Tenshi Co. Ltd. presents
Thailand’s Cut Dendrobium Orchid Exporting
COMPANY MEMBERS
5531210128 Mr. Nattapol Wattana
5531210150 Mr. Tanade Sirinumas
5531210164 Miss Noppasorn Amphanratana
5531210301 Miss Waranchaya Deeluea
5531210302 Mr. Waranyou Athajar
WHO WE ARE
A Thai orchid farm who exports cut Dendrobium orchids to Japan
COMPANY LOCATION
Angel Orchid Garden
Address:69, Moo 6, Cham Rae, Photharam District, Ratchaburi 70120
Area:26 Rai 1 Nganand 58 Square wah
KEY ACTIVITIES
Plant Orchids
Cut Orchids
Pack and Export
angelorchid.co.th
PRODUCTION PLAN
Slice horizontally through the stem with the knife.
Select orchid
flower stems with 60 to 70 percent of the blooms open.
Classify and
sizing of cut orchid by its quality and length span.
01 02 03
angelorchid.co.th
PRODUCTION PLAN
Cut off the
bottom of the stem in the same manner.
Place the cut
orchids in form of bundle.
Place its end
immediately into the bucket of preservation solution and allow the orchid’s stem to soak for 4-10 hours.
04 05 06
angelorchid.co.th
PRODUCTION PLAN
Bundle up
the cut orchids.
Put the tube that
contain water with glucose to the end of stem.
Classify and
sizing of cut orchid.
07 08 09
angelorchid.co.th
PRODUCTION PLAN
Pack them
into inner box and then to the master box with clear labeling.
Wrap them with
OPP plastic that describe their size and quality class.
Move them
to controlled temperature room.
10 11 12
angelorchid.co.th
CAPACITY
10,600Bouquets / Day
DIAMOND MODELANALYSIS
Thailand has the opportunity to export orchid due to increasing of demand in Japan. Moreover, Japanese prefer Thai orchid to the others.
Furthermore, Thailand has the facility to support the business, for example, 16,000 cubic meters of cold chain storage at Suvarnabhumi airport,
however, Thailand loss the opportunity in exporting thanks to its production capacity of orchid that can export only 25 percent of the Japan market.
DIAMOND MODELANALYSIS
In rivalry aspect, Taiwan is the most terrible competitor because they has high technology and is the 1st orchid plant exporter while Thailand is the 2nd orchid plant exporter.
However, Thailand is also the 1st of cut orchid and get the support from government and many industry such as tourism and hospitality industry.
angelorchid.co.th
SWOTANALYSIS
angelorchid.co.th
High orchid quality and guaranteed by Thai Agricultural Standard (TAS 5001-2009).
The weather, humidity and geography is suitable for planting the Dendrobium.
Dendrobium can be planted all year round.
Market segment divided into 2 parts; Japan and domestic.
Thai orchids are well known in international markets.
STRENGTHS
SWOT ANALYSIS
angelorchid.co.th
WWEAKNESSES
Orchids are perishable goods.
Shortage of skilled labors.
angelorchid.co.th
OPPORTUNITIES
We have an opportunity to expand market to China and India.
Ota market is located near Haneda Airport.
angelorchid.co.th
THREATS
Few appropriate flight time from Thailand to Japan.
Unstable prices -depending on seasonal.
Natural disasters.
angelorchid.co.th
SUPPLY CHAIN
SUPPLIER RAN NO TENSHI REGULATOR AND PARTNER
LOGISTICS PROVIDER
CUSTOMER
angelorchid.co.th
MANAGEMENT
SUPPLY CHAIN
SUPPLIER
angelorchid.co.th
MANAGEMENT
SUPPLY CHAIN
SUPPLIER
angelorchid.co.th
MANAGEMENT
RAN NO TENSHI
SUPPLY CHAIN
SUPPLIER
angelorchid.co.th
MANAGEMENT
REGULATOR AND PARTNER
SUPPLY CHAIN
SUPPLIER
angelorchid.co.th
MANAGEMENT
LOGISTICS PROVIDER
SUPPLY CHAIN
angelorchid.co.th
MANAGEMENTPak Khlong Talat
TRANSPORTATION MODE
angelorchid.co.th
TRANSPORTATION MODE
angelorchid.co.th
TARGETMARKET
PRIMARY TARGET
JAPAN
TOKYO: OTA FLOWER AUCTION MARKET
FUKUOKA
OSAKA
OTHER
angelorchid.co.th
Strong Country-specific advantages
Weak Country-specific advantages
Weak Firm-specific advantages
Strong Firm-specific advantages
THAILAND
Taiwan
New Zealand
Vietnam
Malaysia
Other
COMPETITIVE ADVANTAGE MATRIX
STRATEGIC FIT
Responsive
Efficient
Innovative
Strategic Fit
Not suitable
Not suitable
Functional
angelorchid.co.th
MARKETING
MIX
PRODUCT
Cut Dendrobium Orchid
angelorchid.co.th
PRICE
50 Stems / Small Box 200 Stems / Large Box
Size M (45 – 50 cm.) = 1,200 – 1,800 Baht / Large Box
Size L (51 – 59 cm.) = 1,800 – 2,400 Baht / Large Box
Size LL (60 cm. up) = 2,400 – 3,000 Baht / Large Box
(4 Small Boxes = 1 Large Box)angelorchid.co.th
Phone Agency
Email Website
Farm Alibaba
PLACE
angelorchid.co.th
PROMOTION
Website advertising
Advertising in AgrizmQuarterly Agriculture Magazine
Road show at
Japan Grand Prix International Orchid Festival and the 12th Asia Pacific Orchid Conference 2016
angelorchid.co.th
PROCESS
Payment Process:
CROSS BORDER CLEARANCE
angelorchid.co.th
BUSINESS MODEL CANVAS
Japanese
High
quality cut
Dendrobium
orchid
for customers’
best banquetsWebsite
Farm
Agency
Cut Dendrobium orchids sale
Take care of orchid
Cut & pack
Develop breed
Breed of orchid
Cut & pack technique
Suppliers
GovernmentOrganizations
Cooperatives
Operating cost
Administration cost
Marketing Cost
Satisfycustomers’ expectation
angelorchid.co.th
RISK MANAGEMENT
angelorchid.co.th
IDENTIFYRISKS
ASSESSRISK
CONTROLRISK
RISK MANAGEMENT 01
Water shortage or drought
Withered petal
Build clarifier or dig ground water
Allocate water and irrigation
Inspect water quality
angelorchid.co.th
IDENTIFYRISKS
ASSESSRISK
CONTROLRISK
RISK MANAGEMENT 02
Flooding Suffering loss for 2 years because grower need to re-plant
Build waterproof barrier
Emergency reversed fund for at least 2 years
angelorchid.co.th
IDENTIFYRISKS
ASSESSRISK
CONTROLRISK
RISK MANAGEMENT 03
Loss in currency exchange
Getting loss from uncertainty of currency exchange
Do Japanese currency futures contract
angelorchid.co.th
IDENTIFYRISKS
ASSESSRISK
CONTROLRISK
RISK MANAGEMENT 04
Lack of appropriate flight
Cannot send the orchids in time and make them not fresh
Find the spare flights for preventing unavailable flight
angelorchid.co.th
INCOME STATEMENT
RevenueOrchid M (18)Orchid L (19)Orchid LL (16)
Total Revenue
ExpenseOperating CostAdministration Cost
Marketing CostTotal CostGross ProfitIncome Tax (20%)Net Income
1st year9,689,720
11,506,54212,919,62634,115,888
5,410,3541,608,0001,200,0008,218,354
25,897,5345,179,507
20,718,027
2nd Year10,295,32712,785,04713,996,26237,076,636
5,410,3541,608,0001,200,0008,218,354
28,858,2815,771,656
23,086,625
3rd year10,900,93515,342,05616,149,53342,392,523
5,410,3541,608,0001,200,0008,218,354
34,174,1696,834,834
27,339,335
FINANCIAL RATIO
Required Return 0.15
NPV฿ 46,786,498.67
IRR318 %
Payback Period
366 Days366
ANY QUESTION ?
THANK YOUFOR YOUR KINDLY ATTENTION