Transcript
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Project Feasibility and Evaluation, MAE FAH LUANG University, 2010
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Preface
PUB & PUB & PUB that does business in Chiang Rai province, Chiang Rai province
is a center of community development and has many attractive places where traveler wants to
visit. PUB & PUB & PUB is a pub and restaurant with fish spa that serves a high quality of
product and service to customer because they would like to make an impression and
satisfaction to the customer for becoming a loyalty of brand.
This project has applied to be feasibility, it might be benefit for investment of
entrepreneur on running the business in Chiang Rai. The team apologizes for any mistakes in
this report.
Group members
Mr.Wichapon Sakam
Mr.Withan Jaiban
Miss Supawadee Chaiwang
Mr.Eitsarapong Sanachai
Mr Peerapong Thongwang
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ContentChapter 1 Introduction ............................................................................................................................ 5
1.1 Background and Significance of the Project ................................................................................. 6
1.2 Project Objective........................................................................................................................... 7
1.3 Benefits of Project......................................................................................................................... 7
1.4 Activities/Time Frame .................................................................................................................. 8
Chapter 2 Industry profile ....................................................................................................................... 9
2.1 Nature of Pub and Restaurant ..................................................................................................... 10
2.2 Situation of Pub and Restaurant .................................................................................................. 14
2.3 Product and service ..................................................................................................................... 15
2.3.1 Product ................................................................................................................................. 15
2.3.2 Service .................................................................................................................................. 17
2.4 Vision.......................................................................................................................................... 19
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3.3 Marketing Mix Strategy .............................................................................................................. 37
3.3.1 Product and Service Strategy ............................................................................................... 37
3.3.2 Price Strategy ....................................................................................................................... 40
3.3.3 Place Strategy....................................................................................................................... 40
3.3.4 Promotion Strategy .............................................................................................................. 41
3.4 Sale forecast/Profit estimate........................................................................................................ 42
3.5 Marketing Expense (sale incentive) ............................................................................................ 55
3.6 Conclusion in market feasibility ................................................................................................. 64
Chapter 4 Technical Analysis ............................................................................................................... 65
4.1.1 Product and service characteristics ...................................................................................... 66
4.1.2 Service Process .................................................................................................................... 72
4.1.3 Location ............................................................................................................................... 72
4.1.4 Factory Layout ..................................................................................................................... 74
4.1.6 Facility management ............................................................................................................ 81
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5.3 Cash Flow ................................................................................................................................. 147
Chapter 6 Risk Analysis...................................................................................................................... 152
6.1 Risk Analysis ............................................................................................................................ 153
6.1.1 External force ..................................................................................................................... 153
6.1.2 Internal force ...................................................................................................................... 155
6.2 Conclusion of risk management................................................................................................ 162
Chapter 7 Summary ............................................................................................................................ 163
7.1 Summary of project feasibility study ........................................................................................ 164
Appendix A......................................................................................................................................... 167
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Ch t 1 I t d ti
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1.1 Background and Significance of the Project
Today, Chiang Rai is a traveler‟s paradise, endowed with abundant natural attractions andantiquities. Recently tourism has boomed in Chiang Rai, where visitors have come to explore
the pristine natural beauty of the countryside and immerse themselves in the indigenous
culture, including those of a variety of different hill tribe communities. Fortunately for
tourists, Chiang Rai is also a center for community development projects, helping rural
villagers develop their attractions without adversely affecting their natural and cultural assets.Team decided to build up Pub and restaurant in Chiang Rai, with a Fish spa, because of
Chiang Rai province has many attractive places where traveler wants to visit it.
Fish spa is more interested in Chiang Mai. Nevertheless, we think that Chiang Rai has
many attractive places as Chiang Mai, so the service will be interesting and attract many
customers in Chiang Rai who want to relax for their work. Fish spa is footing therapy. Fish
will nibble at customers‟ foot and it is not dangerous to customers absolutely.
Trend of Pub and Restaurant business is highly growing although the government
established the policy for reducing and abstaining alcohol but Thai people still drink alcohol
until being 5th
ranking alcoholism of the world and Chiang Rai is the 3rd
ranking alcoholism
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1.2 Project Objective
1. To study and understand customer behavior to analyzing project feasibility.2. Find out factors which are impacted both positive and negative to the business.
3. To summary the feasibility of Pub and restaurant.
4. To study risk taking of Pub & Restaurant business.
1.3 Benefits of Project 1. To know the possible way to gain maximize profit with business risk.
2. To know the way how to advertise the pub and restaurant to be in customer
awareness.
3. To know how to make pub and restaurant to be the best choice of customer.
4. To know the way how to gain maximize market share in pub and restaurant business.
5. To know the important instruments which are used in Pub and restaurant.
6. To know how to be successful in business.
7. To know customer behavior concern about pub and restaurant.
8. To gain the way how to analyze business feasibility.
9. To gain knowledge about Pub and restaurant‟s financial management.
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1.4 Activities/Time Frame
DescriptionsNovember December January February
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1.To study
environment of
Pub & restaurant
business
2.To analysis
marketing
feasibility and
competitors
3.To study
organization&
operation of pub &
Restaurant
business
4.To calculate
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Chapter 2 Industry profile
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2.1 Nature of Pub and Restaurant
Pub was originally first established in The British around 400 years ago and that was very
widely popular in 19th
century. Most people who came to the pub were labor. In Thailand,
Pub was firstly come to Thailand around 10 years ago by Mr.Supoj Siripornlearskul, the pub
was named “Sometime” and there were some food sold as well for satisfy customer want.
Pub and Restaurant become a favorite choice for many people who want to take a rest and
relaxing from their work. There are many Pub and Restaurant styles which are each different;
for example, some pub and restaurant focus on northern food, some restaurant focus on
beverage and etc.
Source: Supported information from 108 Songkumtam, Sarakadee publishing company
Five force model with nature Pub and Restaurant business analysis
(1) Threat of new entrants to the market
Pub and Restaurant business still has legal loophole which the entrepreneurs can avoid
l d l ti f t bli h P b d R t t i th tit
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(4) The treat of substitute products
There are many Pub and Restaurant that has product and service which are
substituted because the main product is alcohol, food and beverage; so, Pub and Restaurant
need to build up differentiate and adapt the service for satisfaction of customer. (Srikum,
2007) (page47)
(5) The intensity of rivalry among competing firm
Pub and Restaurant business has intensive competition. In generally, there are
competitive in price of product and service, differentiate in product and service. Even
though, Pub and Restaurant business is a high cost business establishment but it makes high
profit as well. (Srikum, 2007) (page47)
Type of Restaurant
Today there are many different types of restaurants, from fast food to family casual.
F ll i b i f i f l t t t
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Café
A café is a restaurant that does not offer table service. Customers order their food
from a counter and serve themselves. A café menu traditionally offers things such as
coffee, espresso, pastries and sandwiches. Cafes originated in Europe and are strongly
associated with France. They are known for their casual, unhurried atmosphere. Outdoor
seating is another trademark of a café. Panera Bread is an example of a popular bakery-café
chain. The term bistro is sometimes interchanged with café. A bistro is actually a café that
offers full meals (albeit, cheaper than a full-fledged sit down restaurant).
Pub
Short for Public House, pubs date back hundreds of years to Europe, especially
Great Britain. Pubs have a timeless appeal, for their laid back atmosphere. Brewpubs offer
beer made in house, as well as a wide selection of other beers and ales. Pubs can offer full
menus, as well as appetizers. Many casual style restaurants have a separate pub side to their
establishment.
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to have confirmed mark for cleaned and harmless; moreover, the restaurants need to
concentrate on price of food and fish spa by appropriate price.
Source: http://www.fda.moph.go.th/prac/research/2547_1.shtml
Services
Services bring customer to the restaurant and by letting the customer know the
differences between diner at home and diner at restaurant, these are considered by taking care
to the customer, responding of customers‟ want, relationship, order time, parking and cashier.
The kinds of service have to be friendly with the customer, make a logo which is easy
to be in customer awareness, make a standard service, quickly service and create a new
service to satisfy the customer.
Source: http://www.nanosoft.co.th/maktip35.htm
Environment
Restaurant that create good environment for customers, the customer will feel
f t bl l i d t d f li b th f t hi h t d i t
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2.2 Situation of Pub and Restaurant
2.2.1 Situation of Pub and restaurant
According to Nielsen Research Thailand has made online reservation about eating out
of Thai people, the research showed that, Thai people still eat outside even though the Thai
economic is recession, because of Thai people like to live as easy, comfortable and
convenient. Thai people always think about prices of food, quality of food by price have to beappropriated with quality.
Most of Thai people always eat outside in Saturday. Monday – Thursdays are 30% to
31% on average.
Frequency of eating out for most of Thai people
24% of Thai people eating out twice a week.
19% of Thai people eating out 2-3 times a month.
15% of Thai people eating out 3-6 times a week.
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2.3 Product and service
PUB & PUB & PUB provide many kind of food which most of them are northernfood. For beverages, Team serves both non-alcohol and alcohol beverage for cover all of
customers.
2.3.1 Product
There are food which brings customers come to the restaurant considered by test,
temperature, ingredients, nutritive, variety and beverage.
Food:
Shrimp with fish
sauce
Dancing Shrim Shrimp stuffy with
salt
Shrimp stuffy with
butter
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Fried fish with
herbs
Stream fish with
lime
Stream fish with
herbs
Fried
swampcabbage
Yum Kai Kem Yum preserved egg Yum Ta lae Yum noodle
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Beverage
2.3.2 Service
Fish Spa service
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This small fish is happy to eat dead skin cells. However, because this species
has no teeth, it will not be dangerous and hurt your feet. Instead, you will feel a sense
of amusement as smoked fish. They will continue to stick to your feet while
continuing to eat the dead skin cells.
Benefits of Fish Spa
By eating dead skin cells that exist, then your feet will be cleaner, much more
subtle and are believed to mengobat certain skin diseases such as dry eczema and
psoriasis (red, scaly skin). When sucking dead skin, Garra rufa fish will also salivate
an enzyme-containing dithranol (anthralin) which will stimulate the growth of new
skin cells. Benefits, will reduce the itching of the skin and scars blemishes.
In addition to beauty and skin health, this fish can also provide other positive
effects for the body. When these fish suck up our legs, feet will feel the shock-shock
resulting from a crowd of small fish that can
stimulate acupuncture points on the soles of the feet
and make a smooth blood circulation. In order to
b i i l h h ld b d
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Live music service
Preparation the time for customer request music.
Figure2.4: Live music service
Live football Service
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2.6 Strategy
2.6.1 Corporate level
PUB & PUB & PUB is new pub and restaurant in down town of Chiang Rai .
Team has to use intensive strategy to achieve the market share quickly which effect to
brand awareness and brand loyalty of customers. Our Pub and restaurant has special
menu only in our pub and restaurant to serve both foreigner and local customers
which become to point of view. Moreover, the service is professionally and keeping
in the standard way. There will make our business grow continuously and more
famous in Chiang Rai. There will be effected in growth rate and revenues models of
business. The other strategy is diversification strategy. Team has other business
which is fish spa that is at the same place with the restaurant to attract travelers
especially foreigners travelers. Two in one business is more convenient and saving
time for customers who want two activities in the same time. By the way, Team
thinks that two businesses will help to reduce the risk over estimated.
2 6 2 i
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2.6.3 Functional strategy
2.6.3.1 Marketing strategy
For this strategies, 4Ps that are including product, price, place, promotion for
getting competitive advantage from competitor. Team analyzes strengths and
weaknesses of the business for developing to be the best Pub and restaurant with fish
spa in Northern part of Thailand.
Product
Build up branding which is easy to remember.
Products and services need to be satisfied by customer.
Product and service need to be from a good quality.
Pub and restaurant with Fish spa is a new product for Thai people, it will be
interested and attracted the customer.
Price
Set the price appropriate with the products.
h i d b h hi h h i
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2.6.3.2 Financial strategy
Estimate income every year and think about how to improve profit.
Prepare financial statement as systematically.
The financial statement need to be clarify and accurately.
2.6.3.3 Human resource strategy
Train the employee and waiter to serve the customer and run the work as
systematically.
Always evaluate employees‟ performance and improve their performance.
Amount of employees and waiters has to be appropriate with each task.
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3.1 Marketing Analysis
3.1.1 General Environment AnalysisPolitical Factor
Thai political situation in Thailand is presently as demonstration and lack of political
stability; for example, demonstration of Red shirts and Yellow shirts to Thai government,
Red shirts want to subvert the presented government and have an election again moreover,
there are still Yellow shirts that are preventing The government from overthrow. Sometimes,
there are some violence between Red shirts and Yellow shirts, those affect to tourism who
want to visit Thailand by the amount of tourism become lower. By the way, Thai government
has regulation to Pub and Restaurant that People who are under 18 years old are unable to
enter Pub and Restaurant. Even though there are many political problems but it not much
affect to Pub and Restaurant business because Pub and Restaurant is the business that take
place to let people take a rest and relaxing. The political problem will be our advantage;
people who get stressful will come to Pub and Restaurant for taking a rest and relaxing and
Team‟s target is the people who are over 18 years old so, it is not affected by Thai regulation.
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Figure3.1: GDP growth rate
Source: http://www.tradingeconomics.com/economics/gdp-growth.aspx?symbol=thb
According to Frederico Gil Sander from World Bank, Thailand‟s economy in 2011 is
projected to expand by only 3.2 per cent, the lowest level in Asia in the past five years,
dropping from last year‟s economy, which grew by 7.5 per cent. If the political situation is
more stable or otherwise sends a positive signal, the World Bank may raise Thailand‟s
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Singha-beer is everywhere to be found. Chang-beer enjoys a larger popularity and also
European beers such as Carslberg and Heineken are available in almost all restaurants and
supermarkets. In many bars and restaurants it is possible to drink wine, western liquor, long-
drinks and cocktails, which are very expensive however compared with the local spirits.
Source: http://www.kochangvr.com/thailandssociety/familystructures.htm
Technology factor
Globalization is going very fast, technology is the one thing that is also going fast.
Nowadays, technology come to have a role in people life, the people live with technology and
always think to create a new technology for better living of people.
Telephone is important, PUB & PUB & PUB will provide own number to let
customer call for making reservation, asking some questions about food, service and etc.
Internet is an important communication, PUB & PUB & PUB will provide the own website to
let customer come to visit and see the Manu; moreover, PUB & PUB & PUB can use internet
to find many suppliers to save cost and make agood relationship with suppliers. By the way,
customer can communicate with PUB & PUB & PUB to be the member of PUB & PUB &
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service, PUB & PUB & PUB will have one month training for employees and worker. The
training will concern about appearance, oral skill, emotion control, relationship and
personality of employees and worker. In addition, PUB & PUB & PUB will provide discount
and premium for customers who are the members of PUB & PUB & PUB.
Source: http://www.chiangraifocus.com/forums/index.php?action=printpage;topic=10085.0
Competitors’ information
Lah Lah Bar
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Price:
For the food,
Tom Yum Kung 99 Baht
Tom Yum Kai 79 Baht
Tom Yum Kai Ban 99 Baht
Poo Ad Foi Fried 59 Baht
Chicken wing Rom Kwaon 59 Baht
Kai Hom 159 Baht
Papaya Salad Fried 59 Baht
Yum Moo Yor 59 Baht
Tuna Salad 69 Baht
Egg Salad 59 Baht
Poo Ad 89 Baht
Kana Num Mun Hoi 49 Baht
Pik Keng Moo/Kai 69 Baht
Pud Ped Pah Duk 69 Baht
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Marboro Cigarette 80 Bath
Soda, Ice, Coke 20 Bath
For the music, Lah Lah Bar provides live music to customers for free.
Place:
Figure3.3: Location Lah Lah Bar
To promote through the internet.
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Leelavadee
Figure3.4: Leelavadee
Leelavadee provide three zones for customers (loops for two zones). They have two
brands different kind of music such as Jazz and Indy. Customers can see view of Kok River.
Address: 58 Moo 12 Kok River, Robwieng subdistrict, Meung District, Chiang Rai 57000
Product:
Leelavadee divide the products into two groups;
Leelavadee‟s foods are both northern foods, and normal foods. Some food is popular
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Pad Ped Moo 89 Baht
Kai Ban Tod Nam Pla 109 Baht
Kai Pad Khing 89 Baht
Kang Ped Neai 99 Baht
Tom Kong Pla Krob 139 Baht
Ta La Pad Cha 169 Baht
Ka Na Nam Mun Hoi 79 Baht
Fruit 75 Baht
For the beverages,
Orange Juice 59 Baht
Green Label 1,850 Baht
Gold Label 1,499 Baht
Swing 1,600 Baht
Black Label (1 Lb.) 1,400 Baht
Black Label (0.75 Lbs.) 1,200 Baht
Red Label (1 Lb.) 760 Baht
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Leelavadee has more competitive advantage than others because of views and
atmosphere.
Leelavadee has 200 tables to serve customers and 300 available parking areas.
Promotion:
Leelavadee has advertised via internet, newspaper, poster, leaflet and medium label.
Source:http://www.gnetwork.co.th/gsite/index.php?option=com_content&view=article&id
=70:leelavadee&catid=55:pub-and-restaurant&Itemid=75
Tem Rom
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Price:
Tem Rom set price same their competitors.
The main foods are set the price higher from other menu because it consists of special
raw materials.
Place:
Tem Rom takes a competitive advantage in the place because of nearly famous Club
(Par Club) and entertainment area. There are about 50 tables available to serves
customers, about 40 parking area available to provide convenient for customers.
Promotion:
Tem Rom communicates with their customers by large billboard, label, and leaflet.
Tem Rom also advertises event show via internet.
Word of mouth is very powerful for Tem Rom
The Terraze
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Product:
The Terraze offer new special menu which have never seen in other pub and
restaurant as well as there are also normal foods especially, northern food.
The Terraze has both non-alcohol and alcohol beverages to respond customers need.
Price:
The Terraze set price by focusing on profits and expense.
Place:
The Terraze has table available to serve customers about 60 tables and 20 parking
available.
Promotion
The Terraze has connected their customers through label, poster and leaflet for
announcement such as monthly promotion, discount and event.
Source: http://www.edtguide.com/terraze_471786
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3.1.2.2 Customer analysis
PUB & PUB & PUB is a pub and restaurant with fish spa which is the new innovation
in service. Team provides services both day and night. Team thinks that approximates
1,200,000 people in Chiang Rai who are segment of our business. Team emphasizes on
people who are age 20-50 because they have more purchasing power and legally to buy
alcohol. In addition, people who are age 20-50. It is about 46% or 556,391 people. Moreover,
foreigner is also customers of our business but there are instability depend on many factors.
Age Populations
20-2481,443
25-2989,593
30-34
84,27635-39
85,618
40-4495,072
45-49101,126
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3.2 STP Analysis
3.2.1Market SegmentationThe team divides market segmentation into three groups which are classified
by age. Because of the age of population can identify purchasing power of them, it
makes us to decide on which one we focus on. There are three periods of age. The
first group is the age between 20 and 29. The second is the age between 30 and 39.
The last is the age between 40 and 50.
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3.2.3Position Analysis
The position of our business is set at atmosphere of PUB & PUB & PUB, we
design and place a decoration in Lanna style for appropriating with Chiang Rai
province, attracting a foreigner to visit PUB & PUB & PUB as well
By the way, a delicious food in PUB & PUB & PUB is a main point that the
customer is impressed due to the food is made of high-quality of fresh ingredients.
Furthermore, PUB & PUB & PUB has a fish spa service available for the
customer who wants to relax their daily works, it is a professional spa dues to the fish
is imported from eastern Asia and staffs are also professionally trained.
3.3 Marketing Mix Strategy
3.3.1 Product and Service Strategy
Brand Strategy, the team sets easy name. It‟s PUB & PUB & PUB; it can be easily
remembered from customer. The logo can identify an identity of PUB & Restaurant
well as follow:
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Product:
- Food
Shrimp dance Tom Yum Kung Yum preserved egg
Fried fish with herbs Seafood Salad Kang Hung Lay
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Beverage
Service:
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Reliability and confidence
PUB & PUB & PUB can make customer feel good after servicing;
furthermore, it makes relax and satisfaction for them as well. It opens every day
except official holiday for customer needs. We‟ll do everything that makes more
satisfaction for making confidence with the customers when they come again.
3.3.2 Price Strategy
We set prices of product and service by focusing on a price of high-quality
raw material. According to high-quality raw material, we‟d like to give the best
choice to customer for making customer satisfaction.
We also set a price which is compared with our competitors. We attempt to set
a price of some foods less than the competitors for saving of customer spending,
instead of paying more but it‟s not worth with product and service.
3.3.3 Place Strategy
PUB & PUB & PUB is located near the night bazaar where is between the bus
station and Phaholyothin Road in the center of town. It is the place where there are
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3.3.4 Promotion Strategy
The team has distribution channels for promotion strategy including of
advertisement, website, and special events. In advertisement, there are many type of
the advertisement, on billboard, on radio, and on brochure. It can be introduced and
attracted to the customer in wider area of Chiang Rai. For Website, because of people
use an internet more and more nowadays so we created PUB & PUB & PUB‟s
website to promote it; moreover, social network (Hi5, Twitter, and Facebook) is
played in main role of life, so we can promote the PUB & PUB & PUB‟s website
through these social network.
In addition, the last distribution channel is arrangement of special events; for
example, arranging mini concert inside Pub & Restaurant and party. It is also a main
point that the customer will know or remember more about out Pub & Restaurant, and
it can make them more relax and funny while sitting inside.
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3.4 Sale forecast/Profit estimate
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
45.00%
100-200
Baht
201-300
Baht
301-500
Baht
More than
501 Baht
Rate customers’ budget to spend for Pub and
Restaurant service (per time)
100-200 Baht
201-300 Baht
301-500 Baht
More than 501 Baht
Figure3.14: Rate customer‟ budget to spend for Pub and Restaurant ser vice(per time) Source: (Srikum, 2007) page 43
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According to Feasibility study of investment in pub in Mung district, Chiang Rai,
from Ms. Pimjai Srikum, the people go to eating out 30.33 percent once time a week, more
than one times a week 55.67%, less than one times a month 1%, one times per month12% and
more than one times per month 1%.
Figure3.16: statistic of using spa in Thailand
By the research of Aphichai Jearaadisak, the owner of Spa Ovation, in the position of
vice president of Thai spa Association, the research was shown that Thai people use spa
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Number of customers for our business is 193,194 people
Number of customers for our business per month 193,194/12 = 16,099 people
Team expects to get 80 percent of customer targets in the first year. In following year,
team will get full of customer target. Team assumes that amount of sale will increase 5
percent in event period, and growth continuously at 10 percent in every year.
Growth 10 percent
Year1 = 135,940 units
Year2 = 169,925 units
Year3 = 186,917 units
Year4 = 205,609 units
Year5 = 226,170 units
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BA HU BA HEY GROUP 45
Sale Forecast
Table3.2: Sale Forecast 2011
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Figure3.17: Total sale 2011
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Table3.3: Sale forcast 2012
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Figure3.18: Total sale 2012
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Table3.4: Sale forecast 2013
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Figure3.19: Total sale 2013
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Table3.5: Sale forecast 2014
j ibili d l i G i i 2010
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Figure3.20: Total sale 2014
P j F ibili d E l i MAE FAH LUANG U i i 2010
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Table3.6: Sale forecast 2015
P j t F ibilit d E l ti MAE FAH LUANG U i it 2010
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Figure3.21: Total sale 2015
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3.5 Marketing Expense (sale incentive)
Brochure
High season 2,500 baht per month
Middle season 1,500 baht per month
Low season 1,000 baht per month
Radio
FM 95.75 MHz / 107.25 Z Radio, Chiang Rai
Radio advertising will be advertise in evening period
The radio advertising will take time 20 seconds
It cost 105 baths per time
Billboard
50,000 baht including set up cost.
(Picture)
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Countdown Party
PUB & PUB & PUB will provide Countdown party in 31 December – 1 January, the
concert will be arranged in side PUB & PUB & PUB.
The main objective is to attract the customer to come to PUB & PUB & PUB and
have a party with their family, their friend, their subordinate and etc. moreover, PUB & PUB
& PUB will show Thai countdown party to satisfy the tourism who are foreigner.
PUB & PUB & PUB will give some present to customers as a thing for blessing the
customers to have happiness, wealth and many good things happen with them. Customer can
bring their present to exchange with their friend, family, subordinate and etc.
The event will cost about 75,000 baht/time. The price is included the following
Hire celebrity singer 20,000 baht/day
Pretty and coyote 10,000 baht/day
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Time theme forecast
In year 2011, the theme will be “Korea fashion”
In year 2012, the theme will be “Color full fashion”
In year 2013, the theme will be “Cosplay fashion”
In year 2014, the theme will be “Nightdress fashion”
In year 2015, the theme will be “Reggae fashion”
Figure3.22: Festival Party
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The event will cost about 60,000 baht for hold three day. The cost will be included the
following
Ranting soap-bubble machine 3,000 baht/day
Mini concert 7,000 baht/day
Staff 5,000 baht/day
Present 8,000 baht/day
Other needed 2,000 baht/day
Organization contracts
Chiang Rai Administration Organization and located at 183 Moo.8, Wieng
District, Muang, Chiang Rai 57100. Telephone no. 665-371-1499
Police Station Muang, Chiang Rai, Tel: 053-711-444 , 053-711-588
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Table3.7: Marketing expense 2011
Figure3.23 Chart of marketing expense 2011
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Table3.8: Marketing expense 2012
Figure3.24: Chart of marketing expense 2012
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Table3.9: Marketing expense 2013
Figure3.25: Chart of marketing expense 2013
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Table3.10: Marketing expense 2014
Figure3.26: Chart of marketing expense 2014
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Table3.11: Marketing expense 2015
Figure3.27: Chart of marketing expense 2015
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3.6 Conclusion in market feasibility
After PUB & PUB & PUB classified the three group of market segmentation, we can
forecast market feasibility of our business by concentrating on purchasing power of each
segment, including of PUB & PUB & PUB‟s position that is set by a high-quality of products
and services.
According to the sale forecast each year of PUB & PUB & PUB, it shows an amount
of total sale from 2010 until 2014. So it is feasibility of our business to be successful. Thesuccessful of our business almost come from selling mainly alcohols, foods, non-alcohol and
fish spa respectively. However, our business can be promoted to the customer for raising the
total sale by the promotion including of advertisements through website, radio, and brochure;
in addition, there are many special events available for customer such as mini concert and
party which depending on seasonal and appropriateness. As the total sale rising slightly, PUB& PUB & PUB can control well the marketing expense, it tends to our business saving the
budget.
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Chapter 4 Technical Analysis
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4.1 Production and Operation Analysis
4.1.1 Product and service characteristics
4.1.1.1 Foods:
Menu Price/Baht
Sai Oua 39 Baht
French Fried 39 Baht
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Dancing Shrimp 89 Baht
Goong Chae Nam Pla89 Baht
Tom Sab 89 Baht
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Num Prik Ong 89 Baht
Num Prik Noom 89 Baht
Tom Kha Kai 89 Baht
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Pla Rad Prik 109 Baht
Fried fish with herbs 109 Baht
Pla Lui Sua 109 Baht
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Singha Beer 70 Baht/bottle
Leo Beer 55 Baht/bottle
Smirnoff 55 Baht/bottle
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Singha Water20 Baht/bottle
(Cost 7 Baht)
Singha Soda20 Baht/bottle
(Cost 7 Baht)
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4.1.2 Service Process
PUB & PUB & PUB‟s customers have to get great experience from our shop,
and then we‟ll entertain the customer well. When the customers come for service, an
employee will greet them and ask the customer what you want to order. After that, the
employee serves foods for the customers. In fish spa service, the customers will be
served at 1st
floor of the shop; by the way, staff advices the customer for an advantage
of using fish spa service. Finally, the customer has to pay bill to cashier; however, if
the customer are serviced on restaurant, the customer can pay the bill at their seat
suddenly. Because of we‟ll make the customers get satisfaction completely on the
service, so the customers might be loyalty and come back for using the service again.
j ibili d l i A A A G i i 2010
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Map of PUB & PUB & PUB
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4.1.4 Factory Layout
Gate
Gate length is 5 m and its height is 2 m. the gate is made from stainless and
used black color.
Figure4.4: Gate
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Store building structure
There are two floors inside PUB & PUB & PUB. Size of PUB & PUB & PUBis height 9m and width 9m, each floor is height 4.5m as the same. There is total area
about 720 square meters. In the first floor, PUB & PUB & PUB provide fish spa for
serving the customer and the second floor is pub and restaurant.
Figure4.6: Store building structure
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Pattern inside of store
First floor
In first floor, there are four parts divided including Fish spa space, Toilet
Counter, and Kitchen. In Counterpart, it is used for receiving customer, the customer
first have to come to Counter and then reserve the chairs for the spa, the space for this
part will be about 1m * 2m. At food & Beverage stored room, there will be beverage,
food, snake and etc. stored, it is easy to organizing and used 2m * 5m space. In Fish
spa part, it is provided wide spread to customers because it is the main service in this
floor, the customer can order the food and beverage (without alcohol) to eat when
they are using spa service and the space used will be 6m * 6m. The toilet will use 3m
* 2m space. Moreover, there is air conditioner to make a good atmosphere to
customers.
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Toilet
Water closet
Lavatory
Ventilator
Bin
Urinal
Mirror
Water closet block Figure4.9: Toilet first floor
Second floor
In the second floor, there is pub and restaurant part. The floor will be tile.
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Kitchen
Bin
Gas stove
Refrigerator
Washing machine
Sink
Table for cooking
Table for finished food and beverage Figure4.11: Kitchen
Stage
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4.1.5 Logistic Management
Figure4.13: Logistic Management
Logistics management is the governance of supply chain functions. Logistics
management activities typically include inbound and outbound transportation management,
fleet management, warehousing, materials handling, order fulfillment, logistics network
design, inventory management, supply demand planning, and management of third party
logistics services providers. To varying degrees, the logistics function also includes customer
service, sourcing and procurement, production planning and scheduling, packaging and
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Products transportation
In logistic management of PUB & PUB & PUB, inbond logistic is very important
because PUB & PUB & PUB need to find the way to get maximize profit with minimize
investment cost. Following are product transportation from other plant to company included,
For Alcohols, PUB & PUB & PUB orders from Beer Chiang Rai Limited Company.
Beer Chiang Rai Limited Company is located at 444/1 Moo.2 Phaholyothin Rd, Nanglae
district, Muang Chiang Rai, Chiang Rai 57100.
For Ice, PUB & PUB & PUB order from Sirikron Ice Limited Company. Sirikron Ice
Limited Company is located at 942 Phaholyothin Rd, Wiang district, Muang Chiang Rai,
Chiang Rai 57000.
Soda, PUB & PUB & PUB orders from Chiang Rai Sahachai Limited Company.Chiang Rai Sahachai Limited Company is located at 100 Audtarakij Rd, Wiang district,
Muang Chiang Rai, Chiang Rai 57000.
For drinking water and some soft drink, PUB & PUB & PUB always buy them at
Macro super store, Macro is located at 460 Moo 5 Phahon Yothin Road Rim Kok, Muang,
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4.1.6 Facility management
Figure4.15: Facility management
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4.1.7 Equipment and supplies
Office Room and cashier
Equipment and
supplies
Description Price
Stapler HD-10D
- Size 3.9x2.2x9 cm
- weight 60 germ
138.00 Baht
Max Staple 3-
1M
- Size 11.5*6 mm.
- Content 1,000
needle/24 box/package
13.50 Baht
Lancer pen
click 878
- Size 0.7 mm
- Red, black, blue color 3.50 Baht
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Punch machine- Size10.5x9.7x8.6 cm
- weight 385 germ 160 Baht
Bill split 15 Baht
Scissor 55 Baht
NX-5400 series
Cash register
- Scanning system with
14 digits random PLU
code having 18 digits
PLU descriptor
- Standard 1570 PLUs,
Max. 21666 PLUs
- PC Batch
26,750 Baht
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HP 200-5260D
- Intel Dual Core
E6700,3.2GHz- RAM 2048 MB Type
DDRIII FSB1333 MHz
- MS Windows7 Home
Basic 64 BIT
- Sound System Stereo
Sound
23,430 Baht
IVY SET DeskMelanin size: 180(W) x
140(D) x75(H) cm5,900 Baht
PANASONIC
KX-
- Telephone number
remember 100 number
3,990 Baht
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Kitchen utensil
Equipment andsupplies
Description Price
Zebra Pot
18 cm. 428 Baht 26 cm. 777 Baht
32 cm 1,160 Baht
Stainless pan
28 cm. 245 Baht
24 cm. 499 Baht
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Set spoon andfork
moonriver style 6 pair141 Baht
Jaguar set of
knife and
storage
8 pieces 333 Baht
White basin 40 cm 73 Baht
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Bai Phoddipper
4.5 cm 60 Baht
Twinray ice
tongs
per dozen 105 Baht
Ice bucket 16 cm 73 Baht
11 oz. per dozen 332 Baht
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Fish Medium
disk
- 10 inch - brown color
68 Baht
Banana leaf
disk
- 10 inch
- light green color 68 Baht
Triple Bai Bouy
inch
Green-black color90 Baht
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“NutRamequin"
Royal
Porceleain
31 baht
Ashtry Union
glass
per dozen 241 Baht
Wood tray YN 14*20 inch 174 Baht
JCJ Tissue Box white color 31 Baht
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Siamwood
chopping block 9*13 inch 95 Baht
Sanyo
refrigerator SF-
C1497ST
- size 13.0 q
- Content 369 lbs.
- Temperature -18 to 32
co.
18,390 Baht
Stone Mortar8 inch 504 Baht
- Made of austenitic
stainless
- Width about 70 cm
long 240 cm height 85
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Dish washer
- Capacity: container
12 sets (144 piece).
- Control system.
Electronic industries.
- Programs 5 wash
programs.
- Super Wash special
program with the
program saving Eco.
- 25 minutes quick
wash program.
- Power 1.05 kW / h.
- 45/50/65/70 degree
temperature washing.
- Size: 85 x 60 x 60 cm
51,000 Baht
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Pub and Restaurant
Equipmentand supplies
Description Price
HATARI Fan- HC-W16M3
- 16 inch
- Thermo Fuse- Energy saving
number 5
998 Baht
Speaker ModifyS-15
- Size 15 inch
- Electricity 500 watt 5,200 Baht
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SAMSUNG (SP-
L220)
- 3 Panel LCD CP-SI
TFT Active- light 2200 LUMENS
- Contrast Ratio 500:1
- Definition 1024 x
768 Pixels
- Auto Key Stone
- UHP Lamp
- size of picture 40
- 300 inch- Input Component,S-
VDO
- Output RS*232
28,900 Baht
SHURE SM58S
Vocal Microphone
- Switch Turn-off and
turn-on
- It is dynamic9100 baht
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Set of surveillance
camera29,900Bah
Table set (1) 70*70 1,550 Baht
Table Set (2) 60*100*75 1,850 Baht
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Table Set (5) 3,499 Baht
Candle Lamp Size 5"x5"x5.5 280 Baht
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Spa Zone
Equipment and
supplies
Description Price
Counter bar29,500 Baht
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Toilet
Equipment and
supplies
Description Price
Faucet 1,320 Baht
Mirror- Size: 117 *245
cm.
- Thick: 0.5 cm.
600 Baht
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Jumbo Tissue
Box
482 Baht
Injection line
007 CR
175 Baht
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Internet and telephone setting cost
TOT provide promotion hi-speed internet in “Jet Pack” package by free first service,but there is cost to install telephone 3.350 baht.
http://guru.google.co.th/guru/thread?tid=0546e07908c43015
Air condition setting cost
From sell promotion of Powerbuy, when buy Air condition, free installation cost.
Cost of car parking
We provide the space parking for customers‟ car, and customers‟ motorcycle. In the
car parking, there will be about 19 available spaces for cars; each space will be standard size
(3m per car). For motorcycle, there will be 1m spaced for each customer‟s motorcycle. We
use metal sheet for car parking roof, and using steel towers. For cost of material and building
is 100,000 baht.
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Cost of registration
Cost for Set up partnership
- Charging Office Service is 2000 baht
- Fee for Establishment, Partner less than 3 persons is cost 1120 Baht
- Copy document (actual pay).
-
Registered Card for tax and VAT is 1000 baht- The total amount is 4,420 Baht
Cost of decoration
Paint of building
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Light
Figure4.18: Light
Light is important to make customer feel good. The light will be yellow light and red
light. The lights will be ordered by Service Karn Fifah , 175 m9 phaholyothin road,
Waingpangkam, Mae Sai, Chiang Rai 57130 Tel. 053-646-979, Fax: 053-646-978. There will
be 17 lights inside PUB & PUB & PUB The price for each light is 990 baht so; totally cost
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Tile
Figure4.20: Stony Brown SN Tile
Tile of PUB & PUB & PUB will be Stony Brown color. The price for tile is 155 baht
per box by each box is sized 16*16 centimeter so, the totally cost will be 43719 baht for 720
square mater.The tiles will be ordered from Home Pro Chiang Mai is located at 94 Moo.4 Chiang
Mai-Lampang Road, Nongpakhrang District, Muang, Chiang Mai 50000. Telephone no. 665-385-
1229, Fax 665-386-1232
Decorative tree
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Mirror wall
Figure4.22: Mirror wall
Mirror wall use for decorative in front of PUB & PUB & PUB. The mirror will cost
1860 per a square meter, PUB & PUB & PUB require 6 mirrors height 3m so, the cost will be
33480 baht. The mirror wall will be ordered from Runya incidentals 299/3 Moo 1, Bandu,
Muang Chiang Rai, Chiang Rai 57000.
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4.3 Investment cost
4.3.1 Equipment and Tools
Total officer and cashier equipment
No. Description Amount Price/unit Total
1 Cash register 2 26,750 53,500
2 Flie Cabinet 2 6,150 12,300
3 Chair 1 1,700 1,700
4 HP computer 1 23,430 23,430
5 IVY Set Desk 1 5,900 5,900
6 Panasinic Telephone 1 3,990 3,990
7 HP Design Jet 1 39,900 39,900
Total 9 107,820 140,720
Total Kitchen utensil equipment
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13 Sink 1 40,000 40,000
14 Ventilator 2 690 1,380
15 Table 2 2,500 5,000
Total 35 128,121 151,948
Total Pub and Restaurant equipment
No. Description Amount Price/unit Total
1 Hatari Fan 6 998 5,988
2 Samsung SP-L220 1 28,900 28,900
3 LCD TV 32 inch Samsung 1 13,990 13,990
4 Suveillance camera set 1 29,900 29,900
5 Table set (1) 4 1,550 6,200
6 Table set (2) 4 1,850 7,400
7 Table set (3) 4 1 850 7 400
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Total Toilet equipment
No. Description Amount Price/unit Total
1 Faucet 12 1,320 15,840
2 Mirror 12 600 7,200
3 Olicsion sink 12 800 9,600
4 Cotto Flush 16 2,490 39,840
5 Jumbo Tissue Box 16 482 7,712
6 Injection line 16 175 2,800
7 Unrinal 6 422 2,532
Total 90 6,289 85,524
Total Spa Equipment
No. Description Amount Price/unit Total
1 Counter Bar 1 29,500 29,500
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BA HU BA HEY GROUP 109
Table4.2: Total Pub and Restaurant equipment 2011
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BA HU BA HEY GROUP 110
Table4.3: Total Depreciation 2012
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BA HU BA HEY GROUP 111
Table4.4: Total Pub and Restaurant equipment 2012
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BA HU BA HEY GROUP 113
Table4.6: Total Pub and Restaurant equipment 2013
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BA HU BA HEY GROUP 114
Table4.7: Total Depreciation 2014
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BA HU BA HEY GROUP 115
Table4.8: Total Pub and Restaurant equipment 2014
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BA HU BA HEY GROUP 116
Table4.9: Total Depreciation 2015
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4.4 Management Analysis
4.4.1 Organization Management
PUB & PUB & PUB has registered to be company limited. There are 5 people
who are a partner in PUB & PUB & PUB, including of:
1. Mr. Eitsarapong Sanachai
2. Mr. Withan Jaiban
3. Mr. Wichapon Sakam
4. Miss Supawadee Chaiwang
5. Mr. Peerapong Thongwang
These five partners voted for election one of them to have more power signing
for approving a job in business. However, another 4 members have a responsibility tomonitoring a whole business as well.
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4.4.2 Organization Chart
People in the organization
PUB & PUB & PUB have total of employee amount 15 people, and below is
to descript the job duties and requirements of employee in each position.
1. General Manager (1 position)
Salary: 20,000
Job Duties
Manage HR division.
Supervise for the admin role and competency for the administrative functions.
Manage recruitment and payroll.
Create and implement companywide training and development plans.
Manage disciplinary issues and documentation.
Plan career succession.
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3. Financial Department (1 position)
Salary: 13,000
Job Duties
Providing and interpreting financial information.
Monitoring and interpreting cash flows and predicting future trends.
Analyzing change and advising accordingly.
Formulating strategic and long-term business plans.
Researching and reporting on factors influencing business performance.
Analyzing competitors and market trends.
Developing financial management mechanisms that minimize financial risk.
Conducting reviews and evaluations for cost-reduction opportunities.
Managing a company's financial accounting, monitoring and reporting systems.
Liaising with auditors to ensure annual monitoring is carried out.
Developing external relationships with appropriate contacts e.g. auditors, solicitors,
bankers and statutory organizations such as the Inland Revenue.
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5. Security (2 position)
Salary: 8,000
Job Duties
Trained personnel in effective security measures and guard techniques.
Deployed security personnel to individuals in need and also clubs and organizations.
Trained recruited staff in handling of advanced security tools like bullet hide camera,
alarm call systems etc.
Handled law enforcement strategies and maintained amongst the staff.
Developed and updated force of new security maintenance techniques.
Maintained records of force personnel and evaluated their health and fitness.
Took anti-crime and anti-thief measures in the region to prevent corruption or steals.
Responsible for protection of clients‟ lives and property.
Dealt with theft, vandalism and maintained order among people.
Responsible for handling threatening and riot causing elements effectively.
Hired and trained security guards effectively.
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6. Waiter / Waitress (5 position)
Salary: 5,500
Job Duties
Check with customers to ensure that they are enjoying their meals and take action to
correct any problems.
Serve food and/or beverages to patrons; prepare and serve specialty dishes at tables as
required.
Remove dishes and glasses from tables or counters, and take them to kitchen for
cleaning.
Clean tables and/or counters after patrons have finished dining.
Prepare tables for meals, including setting up items such as linens, silverware, and
glassware.
Stock service areas with supplies such as food, tableware, and linens.
Wash pots, pans, dishes, utensils, and other cooking equipment.
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7. Chef (1 position)
Salary: 15,000
Job Duties
Collaborate with personnel and plan and develop recipes and menus.
Supervise and coordinate activities of cooks and workers engaged in food preparation.
Wash pots, pans, dishes, utensils, and other cooking equipment.
Portion, arrange, and garnish food, and serve food to waiter or patron.
Inspect supplies, equipment, and work areas to ensure conformance to health
standards.
Determine production schedules and worker-time requirements.
Estimate amounts and costs and requisition supplies and equipment.
Train and instruct cooks and workers in proper food preparation procedures.
Wash, peel, cut, and seed fruits and vegetables.
Weigh, measure, and mix ingredients, season and cook food according to recipes or
personal judgment.
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8. Assistant Chef (1 position)
Salary: 9,000
Job Duties
Assist the Head Chef and Deputy Head Chef.
To prepare all garnishes to accompany the main meal and courses.
Maintain standards of food and kitchen hygiene.
Maintain standards in food preparation.
Requirements
Male Thai Nationality, age more than 25 years old.
Leadership, Independence Personality.
Good communication, customer service.
At least 5 years kitchen experience and are looking to develop your skills.
Have a more knowledge about cooking.
Y ill b f f d d ki h d d d f h hi h d d
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9. Staff (2 positions)
Salary: 7,000
Job Duties
Investigate user problems and needs, identify their source, and determine possible
solutions.
Analyze user project proposals to include identifying potential problem areas and
recommend optimum approaches for project path.
Other duties as assigned.
Requirements
Male / Female Thai Nationality, age more than 25 years old.
Leadership, Independence Personality.
Good communication, customer service.
Source: http://www.hrvillage.com/hrjobdesc/ApplicationsAnalyst.htm
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4.4.3 Administrative cost
4.4.3.1 Employee Salaries
General Manager 1 person 20,000 Baht
Marketing Department 1 person 13,000 Baht
Finance Department 1 person 13,000 Baht
Maintain 1 person 9,000 Baht
Security 2 people(8,000*2) 16,000 Baht
Waiter/waitress 5 people(5,500*5) 27,500 Baht
Chef 1 person 15,000 Baht
Assistance Chef 1 person 9,000 Baht
Staff 2 people(7,000*2) 14,000 Baht
Singer 2 people(7,500*2) 15,000 Baht
Total employee salaries /month 136,500 Baht
4.4.3.2 Supplies expenses
No. Description Price/unit Unit Total Price
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14 SL colander 155 5 775
15 Bai Phod Dipper 60 5 300
16 Ice Tong 105 5 525
17 Ice bucket 73 54 3,942
18 Ocean glass 11 oz. 322 10 3,220
19 Ocean glass 10 oz. 329 10 3,290
20 Bai Bour Disk 68 60 4,080
21 Fish Disk 68 40 2,720
22 Banan Leaf Disk 68 40 2,720
23 Triple Bai Bour 90 40 3,600
24 Bowl 5 inch 60 100 6,000
25 Bowl 6 inch 75 100 7,500
26 Bowl 7 inch 105 100 10,500
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BA HU BA HEY GROUP 132
Table4.11: Administration cost year2011 and 2012
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BA HU BA HEY GROUP 133
Table4.12: Administration cost year2013 and 2014
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BA HU BA HEY GROUP 134
Table4.13: Administration cost year2015
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5.1 Income statement
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Table5.1: Income statement year 2011
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BA HU BA HEY GROUP 138
Table5.2: Income statement year 2012
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BA HU BA HEY GROUP 139
Table5.3: Income statement year 2013
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BA HU BA HEY GROUP 140
Table5.4: Income statement year 2014
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5.2 Balance sheet
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BA HU BA HEY GROUP 142
Table5.6: Balance sheet year 2011
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BA HU BA HEY GROUP 144
Table5.8: Balance sheet year 2013
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BA HU BA HEY GROUP 145
Table5.9: Balance sheet year 2014
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BA HU BA HEY GROUP 148
Table5.12: Cash Flow year 2012
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BA HU BA HEY GROUP 151
Table5.15: Cash Flow year 2015
Net present value of the project for five years is -8,871,602
Internal rate return of the project for five years is 7 percent
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Chapter 6 Risk Analysis
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6 1 Risk Analysis
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6.1 Risk Analysis
A risk analysis involves identifying the most probable threats to an organization and
analyzing the related weakness of the organization to these threats. PUB & PUB & PUB
divide the risk factors into two parts following external part and internal part. Both might be
positive affect to PUB & PUB & PUB considered by each situation it might happen.
Source: http://www.drj.com/new2dr/w3_030.htm
6.1.1 External force
Many risks which cause from external factor which PUB & PUB & PUB cannot
expect and control. The company needs to create plan to manage the company from external
risk. The plans that PUB & PUB & PUB prepare to deal with external risk are following;
1. Changing in Technology
Globalization is going very fast, technology is the one thing that is also going fast.
Nowadays, technology come to have a role in people life, the people live with technology and
always think to create a new technology for better living of people. Moreover, the technologyis improving communication and competitor advantages.
For changing in technology case, PUB & PUB & PUB always following the news
related about development of technology and new innovation that can be the company‟s
advantages. If technology can improve company‟s abilities, PUB & PUB & PUB will bring
k l d d i f i l d h l d l h Th h l i
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3 Changing in customer need
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3. Changing in customer need
In the case of changing in customer need, it means that the customer will change the
attitude about product and service; due to, trend, lifestyle of people, competitors and manyfactors. If the customers change the need of product and service it will affect with customer
demand and the company sale revenue will be decreased.
For change in customer need, PUB & PUB & PUB think that the demand of customer
is very important for the company so, PUB & PUB & PUB has plan to protect the company
from decrease in sale and keep customer‟s demand. PUB & PUB & PUB will use strategies
which focus on attract customer to keep the demand of product and service, If PUB & PUB &PUB‟s fish spa and restaurant are not interesting PUB & PUB & PUB will use promotion to
attract new customers (the promotion will be followed by trend in each period) as well as
keeping regular customer by providing the special service to them for example, delivery the
NEWS related to PUB & PUB & PUB to the regular customer, and give a special discount to
the regular customer. By the way, PUB & PUB & PUB will adapt PUB & PUB & PUB
inside and outside to satisfy customer need but PUB & PUB & PUB still keep the standard
price of product and service and manage the restaurant as a unique in the world.
4. Competitive condition
Nowadays, Pub and Restaurant business become more interested by many
entrepreneurs because it is a business which can make much profit to the company and
investment cost will be returned quickly but there are many Pub and restaurant that bankrupt
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6 1 2 Internal force
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6.1.2 Internal force
Internal risk is cause from inside PUB & PUB & PUB‟s operating which can be
controlled. The risks are from many factors as following;
1. Human resource
The human resource risks are from employees of PUB & PUB & PUB. Recruitment is
very important for company because Pub and Restaurant with fish spa is business which
concern about service so, the employee need to service the customer, if the employee do a
bad service it will affect with image of company and customer loyalty of the company. Chef
need to be well recruited because it really affect to the company because food is the mainproduct of Pub and Restaurant but sometimes, the chef might cook a food which is not well
due to bad emotion and etc. The risks can be happen every times and it will impact with
company sale revenue.
In the case, PUB & PUB & PUB needs to have employee training to do the efficiency
service for satisfaction of customer. PUB & PUB & PUB motivates the employee to work
with effectiveness by providing insurance for employee, bonus for employee who work hardand provide appropriate salary to employee. Those can build good motivation for employee,
if the employee works with effectiveness the customer will be satisfy and there will be more
customer come to PUB & PUB & PUB.
2. Time management risk
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3. Brawl of Customer
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3. Brawl of Customer
Sometimes the customers get drunk, they might have a dispute with other customer in
Pub and Restaurant, the customer might brawl each other and it might damage company‟sequipments; moreover, other customer might get some damage as well. The risk might cause
loss of company equipment and loss customer in the same time.
For this case, the company will fine the customer who do a brawl inside PUB & PUB
& PUB as well as the customer who do damage to company equipment, the customer have to
pay for the broken equipment ;furthermore, the customer who do brawl in side PUB & PUB
& PUB need to pay damages for other customer who are damaged as well.
4. Financial risk
Financial management is cover profit and loss of the company, PUB & PUB & PUB
need to be careful when doing the finance of the company. The financial management is
affect to all part of company. Each company needs to plan to meet with many financial risks
as following;
Decrease in sale
If the company‟s total sale decreases by 5% it will affect with company sale revenue
as following;
Year 2011 Sale revenue is 12 363 805
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If the company‟s total sale decreases by 10% it will affect with company sale revenue
as following;
Year 2011 Sale revenue is 11,713,078
Year 2012 Sale revenue is 14,641,348
Year 2013 Sale revenue is 16,105,483
Year 2014 Sale revenue is 17,716,031
Year 2015 Sale revenue is 19,487,634
If the company‟s sale decreases by 10% it will affect with company net income as
following;
Year 2011 Net income is -470392
Year 2012 Net income is 167099
Year 2013 Net income is 493746
Year 2014 Net income is 845340
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Year 2011 Net income is -925901
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a 0 N 9 590
Year2012 Net income is -402287
Year 2013 Net income is -132578
Year 2014 Net income is 156383
Year 2015 Net income is 466559
- If the company‟s total sale decreases by 15% net income will be minus in 3 years and
the company‟s payback period will be longer.
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Interest rate increase 3%:
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If interest rate increases by 3% that is 14% then, the company has to pay 1,680,000 in year
2011
If interest rate increases by 3% that is 14% then, the company has to pay 1,540,000 in year
2012
If interest rate increases by 3% that is 14% then, the company has to pay 1,400,000 in year
2013
If interest rate increases by 3% that is 14% then, the company has to pay 1,260,000 in year
2014
If interest rate increases by 3% that is 14% then, the company has to pay 1,120,000 in year
2015
Therefore, if interest rate increases the company has responsibility to pay more
interest, the company‟s payback will be longer.
Project Feasibility and Evaluation, MAE FAH LUANG University, 2010
If the company‟s cost/expenses increase by 10% it will affect with company net
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p y p y p y
income as following;
Year 2011 Net income is -175,376
Year 2012 Net income is 535,870
Year 2013 Net income is 899,394
Year 2014 Net income is 1,291,553
Year 2015 Net income is 1,715,245
If the company‟s cost/expenses increase by 15% it will affect with company net
income as following;
Year 2011 Net income is -483,376
Year 2012 Net income is 150,869
Year 2013 Net income is 475,893
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Figure6.2: Increase in cost/expense
Therefore, if the company‟s cost/expenses increased more than 10% net income will
be minus in first year and the company‟s payback period will be longer.
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Project Feasibility and Evaluation, MAE FAH LUANG University, 2010
7.1 Summary of project feasibility study
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7.1 Summary of project feasibility study
Thai people still eat outside even though the Thai economic is recession, because of Thai
people like to live as easy, comfortable and convenient. Thai people always think aboutprices of food, quality of food by price have to be appropriated with quality. Furthermore,
Thai people do the job hardly because there is high competition in business, so we provide a
fish spa which is a service of PUB & PUB & PUB for relaxing them as well.
Today, Chiang Rai is a traveler‟s paradise, endowed with abundant natural attractions and
antiquities. Fortunately for tourists, Chiang Rai is also a center for community development
projects, helping rural villagers develop their attractions without adversely affecting their
natural and cultural assets. Team decided to build up Pub and restaurant in Chiang Rai, with a
Fish spa, because of Chiang Rai province has many attractive places where traveler wants to
visit it, and fish spa is more interested nowadays, it will nibble at customers‟ foot and it is not
dangerous to customers absolutely. Then, PUB & PUB & PUB arranges live music service
and live football service to the customer for free.
In PUB & PUB & PUB‟s vision and mission, the vision is “To be the best Pub and
Restaurant in Northern part of Thailand” and the mission is Team need to build up a good
Project Feasibility and Evaluation, MAE FAH LUANG University, 2010
between 40 and 50 (36% or 196,198 people). Then, we choose a population age between 20
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and 29 to be our market target; they have the most purchasing power in Pub & Restaurant or
entertainment place in Chiang Rai. We design and place a decoration in Lanna style anddelicious foods which are Lanna food and Thai food for appropriating with Chiang Rai
province; in addition, there‟s the fish spa available for the customer, so this is our market
position. Furthermore, PUB & PUB & PUB runs the business by applying with marketing
mix strategy, 4Ps strategy; it consists of analyzing product, price, place, and promotion. It
helps PUB & PUB & PUB to analyze internal factor of the business to get competitive
advantage.
According to the sale forecast each year of PUB & PUB & PUB, it shows an amount of
total sale from 2010 until 2014, it shows that the season has affect to total sale because of
there is an event in each season of year, it makes a growth sale in that season. Our business
can be promoted to the customer for rising the total sale by the promotion including of
advertisements through website, radio, and brochure as well Calculation of the sale forecast is
based on number of the customer. After that, team expects to get 80 percents from customer
targets (100%) in the first year. In following year, team will get full of customer target
(100%) In addition team assumes that amount of sale will increase 5 percent from event
Project Feasibility and Evaluation, MAE FAH LUANG University, 2010
of land, cost of building, and cost of car parking. In organization management, team classifies
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a position into 5 groups of department including of general manager, marketing, financial,
maintaining, and security. And the employees will be recruited and selected by company‟squalification; moreover, they will be also trained by professional staffs.
A risk analysis involves identifying the most probable threats to an organization and
analyzing the related weakness of the organization to these threats. PUB & PUB & PUB
divides the risk factors into two parts following external part and internal part. The external
factors are including changing in technology, economic condition, change in customer need
and competitive condition. The internal factors are including human resource, time
management risk, brawl of customer and financial risk. In the financial analysis, if the
company‟s sale decrease, it affect with sale revenue and net income will be decreased. When
interest rate is increased the company has responsibility to pay more interest, the company‟s
payback will be longer. If cost/expense are increased it will affect with company net income
and the company„s payback period will be longer. Those risks are hard to control and manage
the company need to develop the strategies to deal with many risks which will happen in the
future.
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Appendix A
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Sale decrease 5%
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BA HU BA HEY GROUP 168
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BA HU BA HEY GROUP 169
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BA HU BA HEY GROUP 170
Sale decrease 10%
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BA HU BA HEY GROUP 171
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BA HU BA HEY GROUP 172
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Sale decrease 15%
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BA HU BA HEY GROUP 173
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BA HU BA HEY GROUP 174
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BA HU BA HEY GROUP 175
Cost increase 5%
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BA HU BA HEY GROUP 176
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BA HU BA HEY GROUP 177
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Cost increase 10%
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BA HU BA HEY GROUP 178
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BA HU BA HEY GROUP 179
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Cost increase 15%
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BA HU BA HEY GROUP 181
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BA HU BA HEY GROUP 182
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Interest increase by 1% to be 12%
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BA HU BA HEY GROUP 183
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BA HU BA HEY GROUP 184
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BA HU BA HEY GROUP 185
Interest increase by 2% to be 13%
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Interest increase by 3% to be 14 %
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BA HU BA HEY GROUP 188
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BA HU BA HEY GROUP 189
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