aPreface
ThisProjectisapartof1203302ProjectFeasibilityStudyandEvaluation
Courseinthesecondsemesterof2009.Inthisprojectisstudyingthefeasibilityof
wedding studio business in Chiang Rai,which is include generally of
wedding studio
business,managementinweddingstudiobusiness,competitionanalysisand
marketingfeasibility,thetechnicalprocessinweddingstudiobusiness,thefinancial
feasibility of wedding studio business, and risk of wedding studio
business. This project makes everyone who interested to get
knowledge and information about wedding business before make
decision to investment, including preoperational process and
operation process of wedding business, for the benefit to
investment and profit of doing this wedding business.
Weexpectthatourprojectwillprovidebenefitmoreandmoreinterested
person, more over, if they are any error in this project or
whatever, our ground made an apology at this opportunity. Group
members Miss ChalermkwanRamlukkhunpattapee Miss Supattra Luelert
Miss Jiranun Maitreetaweenithi Miss Patchra Yamcharoen Mr. Santisuk
Yodrak bContent
Preface............................................................................................................................
a Content
...........................................................................................................................
b Chapter 1
Introduction...................................................................................................1
1.1 Background and Significance of the project
........................................................ 2 1.2
Project objectives
.................................................................................................3
1.3 Benefits of
project................................................................................................
3 1.4 Operations methods
.............................................................................................
3 1.5 Time frame of
study.............................................................................................
5 Chapter 2 Industry
Profile..............................................................................................
6 2.1 Nature of
Industry................................................................................................
7 2.2. Situation of Industry
...........................................................................................
8 2.3 Product and Service
...........................................................................................13
2.3.1 Product
........................................................................................................
13 2.3.2
Service.........................................................................................................
23 2.4
Vision.................................................................................................................
24 2.5
Mission...............................................................................................................
25 2.6 Strategy
..............................................................................................................
25 2.6.1 Corporate Level
..........................................................................................
25 2.6.2 Business
Strategy........................................................................................
26 2.6.3 Functional Strategy
.....................................................................................
27 Chapter 3 Marketing Feasibility
Study........................................................................
29 3.1 Marketing
Analysis............................................................................................30
3.1.1 General Environment Analysis
...................................................................30
3.1.2 Competition Analysis (3C Analysis)
.......................................................... 34 3.2
STP
Analysis......................................................................................................49
3.2.1 Market
Segmentation..................................................................................49
3.2.2 Target Analysis
...........................................................................................
50 3.2.3 Position Analysis
........................................................................................
52 3.3 Marketing Mix
Strategy.....................................................................................
52 3.3.1 Product strategy
..........................................................................................
52 3.3.2 Price
Strategy..............................................................................................54
3.3.3 Place
Strategy..............................................................................................57
3.3.4 Promotion Strategy
.....................................................................................
58 3.4 Sales Forecast/Profit
Estimation........................................................................
59 3.5 Marketing Expenses (Sale Incentive)
................................................................ 72
3.6 Conclusion in market
feasibility........................................................................
82 Chapter 4 Technical Feasibility
Study.........................................................................83
4.1 Production and Operation Analysis
...................................................................84
4.1.1 Product characteristics
................................................................................
84 4.1.2 Service Process
.........................................................................................105
4.1.3 Location
....................................................................................................
106 4.1.4 Facility Layout
..........................................................................................
107 4.1.5
Machine/Tools/Equipment........................................................................113
4.1.6 Logistics Management
..............................................................................
127 4.1.7 Facility Management
................................................................................
129 4.1.8
Machine/Tools/Equipment........................................................................130
4.2 Cost of Investment
...........................................................................................
134 4.2.1 Pre- Operating
Cost...................................................................................
134 c4.3 Investment Cost
...............................................................................................
144 4.3.1 Equipments & Tools
.................................................................................
144 4.3.2
Depreciation..............................................................................................147
4.4 Management
Analysis......................................................................................160
4.4.1 Organization
Management........................................................................
160 4.4.2 Organization
Chart....................................................................................
161 4.4.3 Administration Cost
..................................................................................
165 4.5 Technical Feasibility
Conclusion.....................................................................
181 Chapter 5 Financial Analysis
.....................................................................................183
5.1 Income
Statement.............................................................................................
184 5.2 Balance
Sheet...................................................................................................189
5.3 Statement of Cash
Flow...................................................................................
194 Chapter 6 Risk
Management......................................................................................
199 6.1 Risk analysis
....................................................................................................
200 6.1.1 External Forces
.........................................................................................200
6.1.2 Internal Forces
..........................................................................................
203 6.2 Conclusion of Risk
Management.....................................................................
210 Chapter 7 Summary
...................................................................................................
211 7.1 Summary of project feasibility
study...............................................................
212 Reference
...................................................................................................................
216
Appendix....................................................................................................................
219 1 Chapter 1 Introduction 21.1 Background and Significance of
the project
Theweddingceremonyisthemostimportantloveoflifethatheldamidthe
exultationandwitnessedcouplestoannounceahusband-wifetogether.The
ceremony is that the husband is called a groom; the wife is called
the bride and called together is a wedding couple. The wedding
marks the start for family life and full of accurate mass among
mankind, and to have the couple. Women and men both parties have
agreed and they are in an appropriate age and responsible for the
good work that
takefamiliestosurvive.WeddingsinThailandgenerallyhave3stepssequenceas
follows;first,toaskisthemanrelativetotheadultstheyrespecttoaskfemales
parent. Second, the betrothal is step after to ask then, the next
step is to rank man to the groom's parents at ladys home. Third,
wedding set in the morning and put raising his merits, water
trumpet to be respected adult relatives witnessed the marriage,
then usually a feast together.But with today's the cultures of
marriage are varying in each local and always change by the era, so
most people tend to take on more works and no time to prepare
theirownwedding.Therefore,adoptionservicespackageforweddingevenmore
convenience to the wedding.
ChiangRaiprovincehasatotalpopulationof1,227,317people(Ministryof
CommerceThailand,2009)andtheaveragemarriageinthemonthistwotothree
pairs.BusinessServicePackagesforweddingalsorapidlyincreasing.Althoughthe
economyofChiangRaiisslowdown,butdoesnotimpedethisbusinessbecause
marriageisanotedsocialreasonthatisdifficulttoavoidandtobeheldasthe
equation.Moneyisthemainfactorbringingthesewords,butsomedetailsofthe
work,customerswillbegintoconsiderthebudgetinamoreorganizedbutnotto
pressureonpriceswithoperators.Inoverall,thecustomerswanttoseethebest
weddingandfromtheideathatwouldmarryonceinyourlife.Itisimportantlogic
thatweddingbusinessisnotaffectedbytheeconomiccrisis.Akeyissuetodo
business is the presentation of package to meet customers' changing
lifestyle because
themarriageofyoungpeopleinthisagechangesfromthepreviousandtheformof
life changing and a wider range of lifestyle while mate most want
to work out the best wedding. It is not surprising that weddings
services business will grow hostile to the
economicslowdownandtheweddingbecomeafactorinlifealready.Therefore,no
3matterthattheeconomywillnotwork,peoplestillwouldbemarried.Aswellas
customers who are married is not only Thai, but also including
foreign who are much wealthier than Thai.
Fromthesereasons,allowingthegroupmembersinterestedtostudythe
possibilityofWeddingstudiobusinessinChiangRai,isitpossibleinyourwedding
studio or not?, and market opportunities in Chiang Rai have much?.
1.2 Project objectives 1.To study the situation of wedding studio
business 2.To analyze market in the business and financial risk
feasibility 3.To learn the technical and management process in
wedding business 4.To Summary of the feasibility of wedding studio
business 1.3 Benefits of project 1.To learn about the situation of
wedding studio business 2.To learn about the market and financial
risk in project feasibility 3. To learn about the technical and
management process in wedding studio business 4.To know the
feasibility of wedding studio business in Chiang Rai 1.4 Operations
methods To study the generally of wedding studio business in Chinag
Rai To study management in wedding studio business as follows: -
Background of wedding studio - Product and service in wedding
studio - Vision and mission statement of wedding studio - Strategy
of the company To study competition analysis and marketing
feasibility as follows: - General internal and external environment
4 - Marketing mix strategy of wedding studio - Demand of consumer
in wedding studio business - Sale forecast and profit estimation of
wedding studio To study the technical process in wedding studio
business as follows: - Location- Operations and management analysis
- Investment and Operation cost of wedding studio To study the
financial feasibility of wedding studio business as follows: -
Companys investment cost, operation expense, and other expenses -
Profit and loss statement, cash flow, and balance sheet in 5 years
of wedding studio To study and analysis risk of wedding studio
business in Chiang Rai To Summary the feasibility of wedding studio
business in Chiang Rai 51.5 Time frame of study Table: 1.1 Time
frames, since November 2009 - February 2010 November
DecemberJanuaryFebruary OperationsMethods W1W2W3W4W1W2W3W4W1 W2 W3
W4 W1W2W3W41. To study the general of wedding studio business in
Chinag Rai. 2. To study management in wedding studio business. 3.
To study competitionanalysis and marketing feasibility. 4. To study
the technical processin wedding studio business. 5. To study the
financial feasibility of wedding studio business. 6. To study and
analysis risk of weddingstudio business in Chiang Rai. 7. To
Summary the feasibilityofwedding studio business inChiang Rai. 6
Chapter 2 Industry Profile 72.1 Nature of Industry
Backfor10years,theweddingbusinesscamefromTaiwanandthatmake
Thaiweddingbecomemorecolorful.Thefamousthingforweddingcoupleinthat
timeareaphotographalbumbeforemarriage,shootingvideopresentation,andthe
weddingoutsideplacesuchasseaorparks to escape from the monotonous
where is
notonlyinhotel.Andweddingphotographywillfocusonbridegroomphotosets
each half with the national series. (Daily news, 2007)
Atthebeginning,weddingstudio is happens to serve customers who want
to taking wedding photography. But, nowadays are changed because
there are many the
businessesaboutmarriage.Somecompanybeginstoexpandingabroadergroupof
customersbygrowththepatternstoavarietyofservices.Andhowtomakethe
customerthinkphotographyiswasted,sothisisthesourceoftheideathatboth
photographicservicesandweddinggownrentalintheweddingdaypackage.
Moreover,thereisthepremiumcarepackagetoorganizealltheweddingday.Its
becomeacomprehensiveserviceandprovidestheconveniencetocustomerswho
havenotimetopreparemuch.However,manypeoplestillconsiderphotography
wedding studio is a waste. But in fact there are many benefits such
as you can try to make up and do hairs style in full option and
have the opportunity to dress before the wedding day is coming. The
reason is that in the wedding day you will be very busy and have
little time to take a good photography. Moreover, those photographs
can be used to decorate place in a real wedding day. (We Happyily
Ever After Book, 2007)
Thecoreservicesforweddingstudiohasincludedconsultingservicesinall
stages of preparation planning the concept of marriage, location,
flower arrangements,
music,weddinggownrental,makeupandhairdo,weddingpictures,weddingday
picturesandvideopresentation,weddingcarddesign,keepsake,aplanning
honeymoonpackagesandotherserviceswithfullinstructions.Allserviceswillstart
fromlisteningtocustomerneedswhichisacornerstonetoworkwithperfectlyas
possible. The overall economic climate, wedding business trends
will change into more
organizersinsteadofjustprovidingweddingphotographyandweddinggownrental.
Theweddingstudioprovidingextraservicestothecustomer,butthecustomerswill
addsomemoneyalso.Anewservicemodelwillchangecustomerattitudesabout
marriagetomorecomprehensiveservices.Thecostsareaddedbutgetextraservice
8whichisdependingoncustomerneeds.Competitionineachweddingstudioishigh
followingtheeconomicconditionsandexpandedcustomerbase.Theattitudesof
consumers are changing from previously not seen the importance of
photography and think it is expensive. Nowadays the market
expansion make customer focused more in
photographwithaselfportrait,family,andthevariousfestivals.Aswellasthe
promotioncampaignisthepackagemakepriceislower;thisisanotherfactorthat
makes this business more expands. (Business news, 2007) 2.2.
Situation of Industry
NowadaystherearemanyweddingstudioinThailand.Thisbusinessis
relativelywidespreadandhasalotofcustomerstoexploitthisservice.Because
presentlytheweddingstudioisrespondingtocustomerneedsbyproviding
worthwhile package and complete service to suitable for customer
lifestyle. Moreover customer can design their format and detail of
wedding by themselves. In addition the
customercanspecificationthebudgetformadethewedding.Andthenwedding
studioorweddingplannerwillorganizerandoperatesascomplete.Butfrombase
budget reductionofcustomerservice, so make the wedding studio
business has high
competitive.Manycompaniestryhardlytocreatetheirownstrategiestocompete
witheachothersuchascompetitioninprice,qualityofserviceandthespecial
promotionindiscountorpremiumtomotivatethecustomers.MoreoverKTCor
KrungthaiCardPublicCompanyLimitedcooperateswithHaiHuang(Bangkok)
CompanyLimitedthefirstpioneeroffullcycleweddingorganizationinThailand
with the direct experience of over 12 years, under the original
name Wedding Story,
launchedKTCWeddingServiceCentreByHaiHuangtheworry-freefullcycle
weddingorganizingservice.Weaimtoofferconsultation,planningandservicefor
weddingceremonyforKTCmembersofovertwomillionaccounts,whopreferthe
stylishweddingdistinctfromtraditionalformat,butpossessingsimple,warmand
friendly atmosphere at reasonable price. The members can select
from over 50 stylish
weddingpackagesthatcoverallservicecategoriesrelatingtoweddingorganization,
for example, wedding consulting and planning service, cards,
souvenirs and wedding
equipmentdesignandmanufacturingservice,photographing,videopresentationand
music videos. 9 In addition KTC Wedding Service Center is the first
form of supplementary
serviceofitskindinThailandaimingtoassistKTCmemberstoplantheirwedding
expensesuitably,especiallyinthiscurrenteconomy.Customerscanmakepayment
viacreditcardsorworry-freeKTCFlexi0%installmentincludingusingKTC
Forever Rewards as cash replacement.(Marketing Oops, 2009)
Thereforeitmakesthemarketofproductandserviceaboutweddingin
Thailandof3-4yearshavetotalupto30,000millionbahtperyear,whichislarge
market and have high competition when compare with economic
condition right now.
Fromstatisticsin2008havepeopletoregisteramarriagecertificateabout318,496
pairs per year. Figure 2.1 KTC Wedding Service Centre By Hai Huang
Figure 2.2 Activities of KTC Wedding Service Centre By Hai Huang
10345,234
347,913307,910318,496050,000100,000150,000200,000250,000300,000350,000400,000PairsYearTotal
registered a marriage certificate statistic between 2005 to
2008MarriageMarriage 345,234 347,913 307,910 318,4962005 2006 2007
2008 FurthermoreValentinesDayin2008haspeopletoregisteramarriage
certificateabout15,116pairsperyearandin2009hasincreasepeopletoregistera
marriagecertificateabout15,419pairsperyearmorethanfromin2008about303
pairs.Andnowadaysweddingstudiohasfullcollectionofproductandcomplete
servicetocustomerwhichiscustomerdoesnotprepareanythinginweddingdayby
themselves.Becauseoftheweddingbusinessarecoversineighttypesofproducts
such as hotel and banquet room, wedding studio and wedding
organizer, card and gift or keepsake, bridal dresses, photographer,
cartoons animation and video presentation,
honeymoonpackage,consultant,andotherservice.Andinpastyear2008was
wedding fair event to stimulate business wedding market and
economic of Thailand to grow about ten percentage from the
past.Weddingfairbyneoistheexhibitionandservicesincomprehensive
matrimony and largest in Thailand which the first and only of the
One Stop Shopping
isofpeoplewhowanttoweddings.Centralizeofentrepreneursaboutwedding
businessandallofproductwhichisnecessaryinweddingapproximate150
companies.Andexpectthenumberofvisitorsabout20,000couplesor40,000
persons. Throughout in four days of event was income spread over
approximately 100 million baht. Most of entrepreneurs will select
products which is high quality and new models to distribute in
promotions price, start from 20 to 60%. For the theme in 2009 is
You are my princess which mean bridal dresses that will make the
bride become Figure 2.3 Total registered a marriage certificate
statistic between 2005 to 2008 11a princess. Identification of the
event is has a special fashion show set to be talk of the town. And
expected total market in this year will grow better than in 2008.
(Thailand Press Release, 2008)
Comprehensiveweddingservicebusinessorweddingstudioineconomic
crisis is reducing to approximate 100 places in Bangkok. But in
fact, there are only 50
placeswhereareastrongerbrand,goodmanagementsystem,anddomarketing
continually.Allofthese19storesfrom18brandsismanagementundertheWBC
(Wedding Business Consultant) of Tun Pasakorntee who is pioneer in
comprehensive
weddingserviceinnewgeneration.AndthesamepeoplewhocreateanOishi
restaurant and becoming the market leader within a few years.
Primary strategy is to create a comprehensive network brand, and
create a set of sales expertise in wedding photography. Presently
there are 19 stores spread in each areas including The Classic
Studio,ChristianPhoto,ModernStudio,PicassoStudio,FiancStudio,Marriage
Studio,BeLovedStudio,WaddingCastle,InterBridge,Yourstudio,WaddingBell,
WhiteMarryStudio,KoorakStudio,MyMemoryStudio,IDoStudio,PhotoToday
CentralLadprao,PhotoTodayCentral Pinklao, Cupid Studio, Marey Me
studio, and WBC (Wedding Business Consultant) which is the middle
company management for Figure 2.4 Wedding Fair in 2009
12storesingroup.Thestrengthofthegroupisdoingmanagementandmarketing
together and costs will be lower. The WBC is the central of
marketing agency for do
advertising,andpublicrelations,soitmadeabargainingpowertoorganized
promotions with business partners such as credit card or bank.
(Business Thai, 2007) Wedding studio business is high competition,
especially in Thonglor where is
astrongholdofcompetitionofweddingbusiness.Thonglorisalocationthatthe
customer is higher purchasing power when compared with other areas.
Because only one area there is many wedding studio approximate 20
stores. The competitive market
ofmorethan50%isinthemiddleandabovemarket.Butpotentialofnew
competitorstoenteringthemarketarebecomingfewer.Moreovermostofnewer
register in market will came with the smaller size stores. For the
main services in each studios including photography and video,
wedding dresses, makeup and hairdo, cards, keepsake, and video
presentation. (Business Thai, 2007) For wedding studio business in
Chiang Rai have a few entrepreneur. The main
ofweddingstudioaresevenstoressuchasTonAorWeddingStudio&Organizer,
TonRakRojanaporn,WeddingStudio,MildStudio,JitpanuBridalStudio,Memory
Studio,andImperialWeddingStudio.Andthoseweddingstudioaresmallbusiness,
andprovideacustomerservicejustinbasicservicessuchasphotography,bridal
dresses,makeupandhairdo,card, keepsake, and video presentation.
Wedding studio
inChiangRaiisstillnotprovidingincomprehensiveweddingservicebusinessyet.
Chiangrai has a total population about 1,227,317 people and in 2008
has registered a
marriagecertificateabout4,906pairsperyearwhichithasincreasefromlastyear.
Wedding Studio business in Chiang Rai trends to grow up in the
future. 5,2684,6044,90601,2002,4003,6004,8006,000PairsYearTotal
registered a marriage certificate statistic in Chiang Rai between
2006 to 2008MarriageMarriage 5,268 4,604 4,9062006 2007 2008Figure
2.5 Total registered a marriage certificate statistic in Chiang Rai
between 2006 to 2008 132.3 Product and Service 2.3.1 Product Bridal
Dress Figure 2.6 Bridal Dress 14 Figure 2.7 Bridal Dress 15 Figure
2.8 Bridal Dress 16Groom Suite Figure 2.9 Groom Suit 17Thai
Traditional for Bride Figure 2.10 Thai Traditional for Bride 18Thai
Traditional for Groom Figure 2.11 Thai Traditional for Groom
Chinese Traditional wedding Figure 2.12 Chinese Traditional Wedding
19Photo with Luis frame -Photo size- 46 Inches - 68 Inches - 810
Inches - 1215 Inches - 1620 Inches - 2024 Inches Figure 2.14 Luis
Frame Figure 2.13 Crystal LCD Album 20Wedding invitation card
-Photo card Figure 2.15 Photo Card -Pop up card Figure 2.16 Popup
Card 21-Paper Card Figure 2.17 Paper Card -Chinese Card Figure 2.18
Chinese Card
Keepsake -Soap Keepsake Figure 2.19 Soap Keepsake 22-Ceramic
Keepsake Figure 2.20 Ceramic Keepsake -Sterling Keepsake Figure
2.21 Sterling Keepsake 23-Glass Keepsake Figure 2.22 Glass Keepsake
-Other Keepsake Figure 2.23 Other Keepsake 2.3.2 Service Location,
and Event Decoration -Preparation since planning the concept of
marriage, location, flower arrangements, music -Bridal dress rental
and makeup and hairdo 24Bridal Dress Service -Bridal dress and suit
for rent used or brand new service -Design and create bridal dress
and suit for sale or rent service -Design and create Thai
Traditional, Chinese Traditional wedding attire for sale or rent
service Photography Service -Wedding Photography service -Family
Photography service -Congratulation Photography service -Outdoor
Photography service -Multimedia Video service Digital Photo
Retouching Service -Digital photo retouching, restoration and
editing service -Create black & white photo to color photo
service -Digital Art Gallery provides a wide variety of custom
image editing, digital graphics and photo restoration services
Wedding invitation card and keepsake Service -Design and create
your wedding invitation card service -Design and create your
wedding thank you card service -Preparation keepsake 2.4 Vision To
become the leading provider of the best wedding service in Chiang
Rai 252.5 Mission I Love Wedding provide the best wedding studios
product and service with a
teamofspecializedexpertiseandexperienceinallstagesofweddingceremonyin
ChiangRai.Welovetoestablishrelationshipwitheveryoneinvolvelisteningto
customersneedsisacornerstonetoworkwithperfectlyaspossible,sothatrun
effortlessly.Iloveweddingalsodesignthehighqualityofgraphicvideo,and
continuallytomakesureourincomewillgrowthbypositive.Wehavetrainand
motivateouremployeestothebestemployeesforgoodperformanceworking.It
believes that superior services. 2.6 Strategy 2.6.1 Corporate Level
I love wedding is the new business that will opening in Chiang Rai
and will know in the market. It is the reason that our business use
growth strategy for adoption
withourbusiness.ThisstrategycanimproveIloveweddingbusinesstobeknow
andbemorefamousinChiangRai.Thiswillaffecttoourbusinesscontinuesto
growth,especiallyfocustocreategrowthwithintheorganization,thisishorizontal
integration strategic.
Thebusinesswillexpandtheproductbyhorizontal,thentoadddiversityto
thatproduct,suchasstyle,figure,pattern,andcolors.Forexample,productlineof
keepsake, it has many designs, such as glass gel candles, open a
bottle guitar, gift of
ricesheaf,goldpen,latchwoodthatInsertcandle,flowerspoon,andhandkerchief,
and etc. Product line of wedding card, such as Chinese style
wedding card, Thai style
weddingcard,andgeneralstyleofweddingcard,willhavedifferentpattern,colors,
and shape of wedding card depend on customers need. Product line of
wedding dress, such as original style, modern style of Chinese
wedding dress, Thai style of wedding
dress,andgeneralstyleofweddingdressareserviceforcustomer.Eachstylewill
haveownoutstandinganddifferenceofpattern,colors,andshapeofweddingdress
etc.
26FromthestrategythatweadapttousewithIloveweddingbusiness,itcan
lead our business to be growth and increase profits in finally.
2.6.2 Business Strategy
Iloveweddingisthenewbusinessthatentryintonewmarket,thenour
businessneedtocreatedistinctivepoint,sellingpointanddifferencesfrom
competitors. We have to create advantage to compete with
competitors in the market. Then, we use differentiation strategy to
adapt with our business, such as the different both product and
service. The difference about our product is Chinese wedding dress
that is original and modern style. We will order though a merchant
in Maesai who is import goods from
China.BecausemostlyofChiangRaipopulationisThaibuthaveChinese
nationality,especiallyinDoi-maesalong,Doi-patang,Mae-saiandMae-jandistrict
etc.,sothisisthereasonthatweorderthedifferenceofChineseweddingdressto
serve to our customer. The difference about service is, we will
offer privileges coupon for customer that is after service
promotion, such as when customers wedding 3 years
anniversary,wewillofferprivilegefreephotographyforonepackage.Becausewe
havetorecognizingthelifeofgroomandbridethatnewlywedandthencanlive
togethertolongtime.Duetostatisticaboutdivorceeachotheraftermarriagein
presenthasincreaseeveryyear,soIloveweddinghavetoprovidetheafterservice
promotion to customer for to reduce social problems in indirect
way. 272.6.3 Functional Strategy Marketing strategy Product
strategy
-Createbrandingandlogo,fortoincreasebrandimage,andmakecustomer easy
to remember -Focused on products and services that is a variety and
high quality -Always modify product to be modern Price strategy
-Estimated cost and selling price of competitor
-Settingpriceofproductandserviceinmoderateprice,whencomparewith
competitor, but our product and service has more quality Place
strategy
-Distributeproductandserviceinfrontstoreandwebblog,thenemphasize
marketing strategy as pull strategy Promotion strategy
-Advertisingproductandservicethoughvariousofmedia,suchasbrochure,
web blog, and radio FM101.25 in Chiang Rai -Create stores products
and services for package and sell in special price Financial
strategy -Prepare financial statements to systematic, clear, and
accurate in every month -Improve the accounting system and finance
in standard form -Discipline with financial, and savings 28-Loan
money from bank, this is the cost of turnover for business Human
resource strategy
-Trainingemployeeforhighquality,suchas,thereistrainingteamwork,
customerserviceskill,persuasiontalking,actionandmanners,andgood
personality service to customer, etc. - Divide work, and assign
appropriate position to employee -Tracking task and evaluate
performance of employee 29 Chapter 3 Marketing Feasibility Study
303.1 Marketing Analysis 3.1.1 General Environment Analysis
Political Factors Political situation of Thailand in presently is
not still normal. It is the lack
ofstability.Thefactorsaffecttodemandfordomestic,suchasredshirt,yellow
shirtandunrestbetweenThailandandCambodia,etc.Thesepoliticalproblems
have some affected in decrease the purchasing power of bride and
groom, because
thecustomershavemoreconcerningaboutspendingandchoosingserviceswith
weddingstudioasneeded.(chiangmainews,2009)However,therearethe
customerswhowanttowedding,becausevaluesandbeliefsaredelicateand
important for the living in society. So, wedding business is not
many affect to its. The entrepreneur of wedding business can get
more revenue. Then, in each part of wedding business must adjust
the operating plan or to make the marketing which to match with the
behavior of spouse, such as to use strategic as discounting more
weddingpackageandfocusonvalue-addedforresponsetocustomersneedand
maintaincustomerbasepossible.Inaddition,toachievethemaximumbenefit
between wedding business and customers that will use wedding studio
service in the government situation now.Economic Factor Economic of
Thailand have the problems both internal and external factors
aftertheeconomiccrisisintheU.S.Thereislowereconomicgrowthtoacross
Asia and volume of world trade is likely decline in future.
Thailand inflation rate
standsat1.90percentyear-over-year.Inflationratereferstoageneralrisein
pricesmeasuredagainstastandardlevelofpurchasingpower.Themostwell
known measures of Inflation are the CPI which measures consumer
prices, and the
GDPdeflator,whichmeasuresinflationinthewholeofthedomesticeconomy.
TheeconomyofThailandisanemergingeconomywhichisheavilyexport-dependent,withexportsaccountingformorethantwothirdsofgrossdomestic
product(GDP).Well-developedinfrastructure,afree-enterpriseeconomy,and
generallypro-investmentpolicies,madeThailandoneofEastAsia'sbest
31performers.However,overalleconomicgrowthhasfallensharplyin2008and
2009 as global downturn and persistent political crisis stalled
infrastructure mega-projects, eroded investor and consumer
confidence. (Trading Economic, 2009)
Themovementoftheseeconomicinweddingstudiobusinessisnot affected by
the economic crisis which the same other businesses. So, the
wedding studiobusinesswillgrowupopposetotheeconomicslowdown,because
customers believe that the wedding becomes a factor in life
already. Although, no matter that the economy will not work, people
still would be married. As well as customers who are married is not
only Thai, but also including foreigners who are
muchwealthierthanThai.FromEstimatesabouttheeconomicinnextyearof
2010 is expected that this business will grow up more than this
year. Social and environment factors Thai society is a group of
people living together in Thailand. There is Thai tradition and
unique cultural identity different from any other societies,
including
spokenlanguage,writing,dress,beliefs,manners,foodandlifestyle,etc.The
environmentdeterminesthenatureofsocietyincludingnaturalenvironmentand
culturalenvironment.Thereare2parts.First,partofculturethatcreateownby
inventor which is often consistent with the natural environment.
Second, we have Figure 3.1 Thailand Inflation Rate
32beeninfluencedofculturebyothersocial.Then,thereismodifiedthatsuitable
with living in society.Family is currently important in Thai
society, because many people have family. The family is the basic
institution of human society and is recognized as a
validsocial,sotheweddingisimportanttoindividualsandacceptedinsociety.
(ido, 2009) For this reason, the wedding is tradition and culture
of Thai people to
respectsincethepasttopresently,andalsoChiangRaiwhichbeliefwith
religious.So,theweddingisthesacredceremonyforthestartofagoodfamily
life together. Technological factors
Technologybringstheknowledgefromscientifictoapplyforcreating
interestingwhichthereisassociated with the living of people for a
long time. In
presently,technologyhasdevelopedandrapidchangeforsimplifytouse,so
technology has more role in human social. (wikipedia, 2009)
TechnologyequipmentthatweusinginILoveWeddingbusinesswill
includetelephone,itcaneasyandfastertocommunicatewithcustomers.
Computercanreduceoperationtimeandreducecommunicationtimebetween
suppliestoourstoreandourstoretocustomer,inadditionalitalsoisthe
equipment that to design graphic photo to make customer
satisfaction. Internet is a large computer network that connects to
around the world .There are many users
andpopularcontinuously.TheInternetisalargemediacancommunicate
informationexchange,aswellasfindadditionalinformation.Cameraisthe
important equipment for our store, because high technology of
camera will make
high-resolutionphotosofcustomerandbeautifulpictures.Itisveryimportantto
the business
organization.Therefore,changeandprogressoftechnologycancreatecompetitive
advantage for helping business and technical systems in modern
manufacturing. It
canreduceproductioncostsandincreasecapacityproduction.Then,ithelpsto
manage and communicate faster, also make to response customers need
for more efficiently.Weddingbusiness
applytechnologytoachievethehighestqualityto customers, such as the
graphic to create picture or video, and website to increase
convenience for customers to find information.33Technology
equipment
Telephone ComputerCameraInternet Figure 3.2 Technology Equipment
Figure 3.3 Photographic designs for using high technology 343.1.2
Competition Analysis (3C Analysis) Competitor Analysis
Fortheweddingstudiobusiness,ithashighcompetition.Thereare
competitors in the market. Every owner tries hardly to create their
own identities for their brands. They emphasize the quality of
products and services. And set the price as cheapest as
possible.They are all having many interesting campaigns and
promotions to promote their brands.Most of our competitors have
good locations and many of them are the stores which were opened
for a long time. So, they are
wellknownforChiangRaipeoplebecauseoftheirhavemoreexperiences.For
the services, they do the best for attracting customers attentions.
Their employees are trained about manner and the ways to act with
customers.Moreover, some of them have a premium and discount
service, which many consumers like. Major Competitors in Chiang Rai
Ton Aor Wedding Studio & Organizer Owner: K. ThanaetTipto
Address: 177/1 Thanalai Road, Tambon Wiang, Amphoe Mueang, Chiang
Rai Figure 3.4 Ton Aor Wedding Studio & Organizer 35Product
-TheproductsandservicesofTonAorisincludingphotography,
weddinggownrental,makeupandhairdo,weddingcarddesign,and
keepsake.Inadditiontheirservicesismorecomprehensive,theyalso
haveanorganizingtheconceptofmarriage,findoutlocation,flower
arrangements,fancyanddancerandcheerleadergownrental,steering
wheelandriceoffering,musicaudio,theshowandlaunchnew product, etc
which is the services that are beyond other competitor.
-TonAorweddingstudio&organizerisastrongestcompetitorinthe
marketbecausethey opened the wedding studio for a long time about
twelve years. -The products of this store is agreeable from
customer even though it is not a big brand, it does not have a big
fame all over our country, but it is well known for Chiangrai
people. -Theyalwaysprovidedacomprehensiveservicetothecustomersto
make their customer feel satisfaction which is the most things that
they concerned. Price -Photogravure price (adding purchase)
PhotoSize 20x24 inchesEach 1,200 Baht PhotoSize 16x20 inchesEach
900 Baht PhotoSize 8x10 inchesEach 150 Baht PhotoSize 4x6
inchesEach 50 Baht CDEach 500 Baht -Louis frame price Louis
frameSize 20x24 inchesEach 1,800 Baht Louis frameSize 16x20
inchesEach 1,500 Baht Louis frameSize 8x10 inchesEach 850 Baht
-Laminate enamel price PhotoSize 20x24 inchesEach 350 Baht
PhotoSize 16x20 inchesEach 250 Baht PhotoSize 8x10 inchesEach 150
Baht 36Place -The store is small and inconspicuous -There is not
promote via internet Promotion -Package 4,900 Baht PhotoSize 20x24
inches1 piece Louis frameSize 20x24 inches1 piece PhotoSize 8x10
inches5 pieces PhotoSize 4x6 inches20 pieces CD -Package 7,900 Baht
PhotoSize 16x20 inches1 piece Louis frameSize 16x20 inches1 piece
PhotoSize 4x6 inches20 pieces Photo album (Laminate enamel) Size
8x10 inches 20 pieces CD -Package 8,500 Baht PhotoSize 20x24
inches1 piece Louis frameSize 20x24 inches1 piece PhotoSize 4x6
inches20 pieces Photo album (Laminate enamel) Size 8x10 inches 20
pieces CD -Package 12,500 Baht Groom and bridal dress with
accessory (Traditional Thai dress) Make up and hairdo for groom and
bride PhotoSize 16x20 inches1 piece Louis frameSize 16x20 inches1
piece PhotoSize 8x10 inches5 pieces PhotoSize 4x6 inches20 pieces
Wedding invitation cardamount 200 Baht Keepsakeamount 100 pieces CD
-Package 15,900 Baht Groom and bridal dress with accessory
(Traditional Thai dress) 37Make up and hairdo for groom and bride
PhotoSize 16x20 inches1 piece Louis frameSize 16x20 inches1 piece
PhotoSize 8x10 inches20 pieces with enamel PhotoSize 4x6 inches20
pieces Wedding invitation cardamount 200 Baht Keepsakeamount 100
pieces Photo album CD -Package 19,999 Baht Groom and bridal dress
with accessory (In the morning) Groom and bridal dress with
accessory (In the evening) Make up and hairdo for groom and bride2
times Wedding photo 1 package PhotoSize 20x24 inches1 piece Louis
frameSize 20x24 inches1 piece PhotoSize 8x10 inches30 pieces Photo
album CD Wedding invitation cardamount 100 pieces Keepsakeamount
100 pieces Ton Rak Rojanaporn Wedding Studio Figure 3.5 Ton Rak
Rojanaporn Wedding Studio
38Address:106/23-25SuperhighwayRoad,TamponRobwiang,AmphoeMueang,
Chiang Rai Product
-Ithasphotography,makeup&hairartistry,bridaldresses,costume
design, invitation card, and giveaways
-Theyopenedtheweddingstudiobusinessabout5yearsanditisalso well
known for Chiangrai people -They serve their service to people who
have more purchasing power Price
-Thecostperserviceisexpensivethanothersbecausetheirtarget segment
is people who have more money Place
-ThisstorelocatedonSuperhighwayroadwhichistheplacethatthe customer
can see and convenience to go, and it is not far from our store
also -Insidethestore,theydecoratedthefurniturepleasinglyandmore
beautifully with white tone color Figure 3.6 Mild Studio Mild
Studio 39Owner: K. MalaiKornkumsin
Address:80/1-2SuperhighwayRoad,TambonWiang,AmphoeMueang,Chiang Rai
Product - ThemainservicesofMildstudioareweddinggownrental,makeup
and hairdo, wedding pictures, wedding card design, and keepsake.
-They opened the business just four months, but their income is
quickly increased -They opened the business in high season of
wedding -Photographer is more expertise and experience
-ForthebridaldressestheyimportfromEurope,sothedesignand pattern may
be different from others -Mild Studio is the same branch of My
photography where located near Samakkhi Wittayakom School and well
known for Chiangrai people Price
-Theysetpriceisnottooexpensivetocompetewithotherswedding studio
Place -ThisstorelocatedonSuperhighwayroadwhichistheplacethatthe
customer can see and convenience to go, and it is not far from our
store -They decorated store like Europe style -There is not promote
via internet Promotion -Package 1,900 Baht Photo with Louis
frameSize 8x10 inches1 piece Photo with frameSize 6x8 inches1 piece
PhotoSize 6x8 inches5 pieces PhotoSize 4x6 inches15 pieces -Package
3,900 Baht Photo with Louis frameSize 12x18 inches1 piece 40Photo
with Louis frameSize 10x12 inches1 piece Photo with frameSize 6x8
inches1 piece PhotoSize 6x8 inches5 pieces PhotoSize 4x6 inches20
pieces -Package 5,900 Baht Photo with Louis frameSize 16x20 inches1
piece Photo with Louis frameSize 10x12 inches1 piece Photo with
Louis frameSize 8x10 inches2 pieces PhotoSize 6x8 inches7 pieces
PhotoSize 4x6 inches25 pieces -Package 7,900 Baht Photo with Louis
frameSize 20x24 inches1 piece Photo with Louis frameSize 12x18
inches1 piece Photo with Louis frameSize 8x10 inches1 piece
PhotoSize 8x10 inches2 pieces Photo with frameSize 6x8 inches1
piece PhotoSize 6x8 inches10 pieces PhotoSize 4x6 inches30 pieces
-Package 9,900 Baht Photo with Louis frameSize 20x24 inches1 piece
Photo with Louis frameSize 16x20 inches1 piece Photo with Louis
frameSize 12x15 inches1 piece Photo with Louis frameSize 8x10
inches1 piece PhotoSize 8x10 inches2 pieces PhotoSize 6x8 inches10
pieces PhotoSize 4x6 inches35 pieces 35 actions with album -Package
11,900 Baht Photo with Louis frameSize 20x24 inches1 piece Photo
with Louis frameSize 16x20 inches1 piece Photo with Louis frameSize
12x15 inches1 piece Photo with Louis frameSize 10x12 inches1 piece
PhotoSize 8x10 inches4 pieces PhotoSize 6x8 inches12 pieces
41PhotoSize 4x6 inches40 pieces 40 actions with CD photo album
selection -Package 11,900 Baht Photo with Louis frameSize 20x30
inches1 piece Photo with Louis frameSize 12x15 inches1 piece
PhotoSize 8x10 inches10 pieces PhotoSize 6x8 inches20 pieces
PhotoSize 4x6 inches45 pieces 45 actions with CD photo album
selection * All package including makeup and hairdo Jitpanu Bridal
Studio Owner: K. JitpanuDong-ngam
Address:747/4SuperhighwayRoad,TambonWiang,AmphoeMueang,Chiang Rai
Figure 3.7 Jitpanu Bridal Studio 42Product
-Theyopenedthebusinessaboutoneyearsotheywillgainmore
percentageofmarketsharesandcustomerwillwellknowwhen compare with I
Love Wedding -In the store there are not many of bridal dresses
-TheyjoinwithTonRakRojanapornWeddingStudiotoborrowbridal dresses
when customers want this pattern and there are not in their store
Price -Theysetthepriceischeaperandlowerthancompetitorstoattract
customer attention Place -It located opposite with I Love Wedding
-There is not promote via internet Promotion
-Specialpromotionistheyoffertheweddinginvitationcardand keepsake by
the price is start just only 6 baht Figure 3.8 Memory Studio
43Memory Studio Owner: K. DanaiManohan Address: 782/4 Singhakai
Road, Tambon Wiang, Amphoe Mueang, Chiang Rai Product -The services
of Memory Studio are wedding gown rental, makeup and hairdo,
wedding pictures, wedding card design, and keepsake -The strength
of this store is beautiful and natural photography
-Theownerofthisstoreisphotographersoitissavecosttohireother
photographer to work with
-Theaverageofcustomerpermonthissixtycoupleswhichishigh number of
customer Price -Photogravure price PhotoSize 4x5 inches= 5 Baht
PhotoSize 4x6 inches= 5 Baht PhotoSize 5x7 inches= 15 Baht
PhotoSize 8x10 inches= 50 Baht PhotoSize 10x12 inches= 80 Baht
PhotoSize 16x20 inches= 350 Baht PhotoSize 20x24 inches= 450 Baht
PhotoSize 20x30 inches= 500 Baht PhotoSize 30x40 inches= 2,000 Baht
-Vinyl price Per 1 square meter 250 Baht Poster size199 Baht Poster
size with art work299 Baht -Wedding ceremony Morning 4,500 Baht
PhotoSize 4x6 inches100 pieces *Addingre-touch each 50 Baht
44Evening 5,500 Baht PhotoSize 4x6 inches100 pieces * If need more
photographer or candid each 2,000 Baht Place -This store located
near The Great Monument of King Meng Rai which is the tourism place
-Theydoadvertisementinmanymediasuchasradio,internetwebsite,
andChiangRaiguidebook,sothesewillmakethecustomerwell known and
convenience to contact to the store Promotion -Package 5,990 Baht
Photo with Louis frameSize 20x24 inches1 piece PhotoSize 16x20
inches1 piece Photograph set with makeup and hairdo (Studio)2
setsPhoto music box -Package 5,990 Baht Bridal dress for bride1 set
Traditional Thai dress for bride1 set -Package 5,990 Baht
Traditional Thai dress for groom1 set Traditional Thai dress for
bride1 set Makeup and hairdo in wedding ceremony1 time -Package
7,990 Baht Bridal dress for groom1 set Bridal dress for bride1 set
Makeup and hairdo in wedding ceremony1 time -Package 9,990 Baht
Photo with frameSize 20x24 inches1 piece PhotoSize 16x20 inches1
piece Photograph set with makeup and hairdo (Studio)2 sets Bridal
dress for groom1 set Bridal dress for bride1 set 45Album 4 in 1
-Package 11,990 Baht Bridal dress for groom2 set Bridal dress for
bride2 set Makeup and hairdo in wedding ceremony1 time -Package
15,990 Baht Photo with frameSize 20x24 inches1 piece PhotoSize
16x20 inches1 piece Photograph set with makeup and hairdo (Studio)
2 sets Bridal dress for groom2 set Bridal dress for bride2 set
Album 4 in 1 -Package 25,990 Baht Photo with frameSize 20x24
inches1 piece PhotoSize 16x20 inches1 piece
Photographsetwithmakeupandhairdo(Studioandoutdoor)2 sets Bridal
dress for groom2 set Bridal dress for bride2 set Album 4 in 1
-Package 29,990 Baht LCD album with Crystal coverSize 10x12
inches10 pages Photo with frameSize 20x24 inches1 piece PhotoSize
16x20 inches1 piece Photo (Artwork)Size 20x60 inches1
piecePhotograph set with makeup and hairdo 4 set 2 photographers
(Candid)
*EverypackagewillgetDVDhighresolutionallfilesofphotosforfree which
is the customer will not add more money like others store 46
Imperial Wedding Studio Owner: K. KannikaRakkaow Address: 611/3
Phaholyothin Road, Tambon Robwiang, Amphoe Mueang, Chiang rai
Product -ImperialWeddingStudioisthefirststoretostarttodowedding
business in Chiangrai
-Theyopenedthebusinessabouttenyearssotheirstorealsowell known for
Chiangrai people -In the store there are more than two-hundred of
bridal dresses which is for sale and rent
-TherearemanypatternsoftheirbridaldressesincludingThai,China,
Taiwan, and Japan Place -The store is small and inconspicuous-There
is not promote via internet Promotion
-Thespecialpromotioniswhenbuytwo-hundredofkeepsakewillget the
privilege to take a free photo Figure 3.9 Imperial Wedding Studio
47Customer Analysis
Iloveweddingisacomprehensiveserviceaboutwedding,inaddition
thereareotherservicesaswellsuchasfamilyphotographyandgraduated
photography. The services are both indoor and outdoor. Therefore, I
love wedding
dividedintothreemaintargetgroups.Thefirstgroupisbrideandgroomwhois
primarycustomersegmentandtheycangeneratingthemostrevenuesforIlove
wedding.Thesecondgroup is family who can generate the secondary
revenues. And the last group is others which are including
graduation, anniversary, fashion, etc.
Moreover,therearecustomersbothThaiandforeignerbecausemany
foreigners are married with Thai woman in Chiang Rai. Chiang Rai
province has a
totalpopulationabout1,227,317peopledividedformale606,775peopleand
female620,542people.Theaverageofcustomerageisbetween20to50years
olds who is in range of trend to getting married. Table 3.1
Population aged between 20 to 50 years AgeMaleFemaleTotal
207,9217,86815,789 217,5968,06415,660 227,7137,95115,664
238,4218,39516,816 248,4528,39516,847 258,9948,80517,799
269,2568,99318,249 279,5049,36518,869 289,0528,47417,526
298,8598,72417,583 308,2758,15316,428 318,5948,35916,953
328,4508,48616,936 48338,1858,01616,201 348,5468,32316,869
358,3648,31216,676 368,5438,81717,360 378,2549,15917,413
388,3028,81717,119 398,4139,57417,987 408,8559,65618,511
418,8479,97918,826 429,18010,46819,648 439,61310,57820,191
449,75210,89320,645 459,69210,66720,359 469,88510,65820,543
479,57010,33119,901 489,59510,25919,854 499,4659,95719,422
508,7329,31718,049 Source: Department Of Provincial Administration,
2008 Competitive Analysis
InThailand,theweddingstudiobusinesswasestablishedinThonglor,
Bangkok. Nowadays this business is very popular with new generation
of wedding couples, because presently the marriage has changed from
previously. In addition,
weddingbusinesscanhelptheweddingcouplesismoreconvenient.Thonglor
areaismainlocationofweddingstudioandhashighmarketcompetitive.There
aremanyentrepreneursseethewaystomakemoreprofitbyexpendingthe
weddingbusinesstootherareas.AndChiangRaiprovinceistheoneofmany
entrepreneurs feel interested to open wedding studio. The wedding
business in Chiang Rai is a small business that provides service
aboutphotography,makeupandhairdo,bridaldresses,card,andkeepsake.
49MoreoverChiangRaihasnotweddingstudiobusinessthatproviding
comprehensiveweddingservicetocustomer.Butlatertherearemany
entrepreneursinterestedtoopenweddingstudiothatgivesfullserviceinChiang
Rai.Afterthattheweddingstudiobusinessbecomesthebusinesswhichisvery
popular.Thentheaffectsofweddingbusinessishighcompetitionaboutpriceof
productsandvariouskindofservicepackages.Thereforetheentrepreneursof
each store should be tries hardly to create their own identities
for their brands and doing the best for attracting customers
attentions to becomes successful business in finally. 3.2 STP
Analysis 3.2.1 Market Segmentation MarketsegmentationofIlovewedding
dividecustomersegmentinto
NicheMarketingwhicheachnichewilllookforuniquebenefits.TheNiche
marketingcanbetterhelptounderstandtheconditionofmarketand customer
needs. Then, it can penetrate into each sub
market.Frominterviewbetween20to27November,2009,Iloveweddingcan
dividethemarketsegmentationbypiechartforeasilytounderstand.Wehave3
typesofclassifications.Thefirstgroupisprimarycustomersegmentwhichcan
generatingthemostrevenuesforIloveweddingincludebrideandgroom.The
second group is family which can generate secondary revenues. The
last group is others such as graduation, anniversary, and etc.
50Bride and groom65%Family20%Others15%Bride and groomFamilyOthers
Figure 3.10 Market Segmentation of I Love Wedding 3.2.2 Target
Analysis Weddingbusinesshasmoreexpandedandpopularwithcustomers,
customersbelievethattheweddingbecomesafactorinlifealready,sopeople
would be married. In addition, this business is also convenience to
host. For I love
weddingcreateamarketspecialization.Weaimtoresponseparticularcustomer
needs.In this market of Chiang Rai, I love wedding provide 2 target
groups. First,
thecustomershavehighsocietywhichthereishighincomeandcapabilityto
purchaseproductsandservices.Theylookformodernandluxury.Second,the
customershavemiddleclasswhichthereismoderateincomeandcapabilityto
purchaseproductsandservices,buttheylookforhighqualityproductsand
services. 51 Average Monthly Income And Expenditure Per Household
And Amount Of Debt Per Household By Socio- Economic Class Socio -
Economic Class Average monthly income per household (Baht) Average
monthly expenditures per household (Baht) Amount of debt per
household (Baht) Percent of expenditure to income All Households
10,495 10,484 114,377 99.9 Farm Operators Plant/Animal/Culture
(Mainly Owning Land) 6,757 7,624 72,221 112.8 Plant/Animal/Culture
(Mainly Renting Land/Free) 5,950 6,989 59,147 117.5 Fishing,
Forestry, Agricultural services 5,484 4,426 13,850 80.7 Own account
Wokers, Non Farm 12,979 13,266 178,470 102.2 Employees
Professional, Technical, Adm. Workers 31,533 28,548 640,321 90.5
Farm Workers 4,208 3,752 22,373 89.2 General Workers 4,811 6,154
8,259 127.9 Clerical, Sales and Services Workers 13,448 12,186
106,873 90.6 Production Workers 10,053 15,180 31,122 151.0
Economically Inactive 9,496 8,617 45,637 90.7 Source: Report of The
Household Socio-economic Survey, Chiang Rai Province,Chiang Rai
Statistical
OfficeTable3.2AveragemonthlyandexpenditureperhouseholdandamountofdeptperhouseholdbySocio-Economic
Class in Chiang Rai 523.2.3 Position Analysis The position of the
wedding business is to create image of quality products
andservicestoenterthemindoftargetgroupofcustomersthatisbride,groom,
family, and other. Our image of product and service arising in the
mind of target group of customers is personal feeling to services
of I love wedding, because our
employeehaveskillorexpertisewhichcanprovideadviceorconsultingwith
customerstoselectourproductsorservices.Employeesorpersonaliscourtesy
andbuildrelationshipswithcustomersverywell.Itmakesthecustomerbe
friendlyandeasytogiveopinionthatcanruneffortlessly.Then,itcanresponse
customerneedsaswellwhichthesedifferencecancreategoodimagewith
customers,soourbusinessisrecognizedandcustomerscanremember.
Thelast,
thecustomerscantelltoanotherbyusingwordofmouth.Itcangainmore
customers 3.3 Marketing Mix Strategy 3.3.1 Product strategy
BrandingStrategy,wesetbrandnameinEnglish.Itisshortandeasyto
remember.ThebrandnameisILoveWedding.Thisbrandcansee
characteristicexactlyofour products and services. Therefore, we
create the logo for identify toourbrandname. Logo use gold color
for presenting to luxury of I Love Wedding. Figure 3.11 Logo of I
Love Wedding 53Products and services strategy
ILoveWeddingistheproductsandservicesthatcanbeselectivewhich there
are many products and services for response customer needs in each
person,
becausepersonaredifferent,socustomerscanselecttheproductsandservices
thataccordingwhowantorlifestyle.Therefore,ourshophasprofessional
employees to consulting with customer. Products - Bridal dress -
Cards - Keepsake Services - Location, decoration flower,-
Comprehensive Consultation - Photography, video - Make up and
Hairdo - Select music
Reliability and confidence
ILoveWeddingcanbuildreliabilityandconfidencetocustomersvery well,
because I Love Wedding open every day to response customer need and
the market in Chiang Rai. It can make customer satisfied. 543.3.2
Price Strategy ILoveWeddingsethigh-value strategy which is the
position of the price
andqualityinChiangRai.Itmeansthathigh-qualityproductsandservicesby
settingmoderatepricesforcomparingwithcompetitors,suchasTonAor
Wedding Studio & Organizer, Mild Studio and Memory Studio
-TonAorWeddingStudio&Organizer,theirpackagepricestartat4,900Baht,
which is includePhotoSize 20x24 inches1 piece Louis frameSize 20x24
inches1 piece PhotoSize 8x10 inches5 pieces PhotoSize 4x6 inches20
pieces CD Themostexpensiveoftheirpackagepriceis19,999Baht,whichis
include Groom and bridal dress with accessory (In the morning)
Groom and bridal dress with accessory (In the evening) Make up and
hairdo for groom and bride2 times Wedding photo 1 package PhotoSize
20x24 inches1 piece Louis frameSize 20x24 inches1 piece PhotoSize
8x10 inches30 pieces Photo album CD Wedding invitation cardamount
100 pieces Keepsakeamount 100 pieces - Mild Studio, their package
price will start at 1,900 Baht, which is include Photo with Louis
frameSize 8x10 inches1 piece Photo with frameSize 6x8 inches1 piece
PhotoSize 6x8 inches5 pieces PhotoSize 4x6 inches15 pieces
55Themostexpensiveoftheirpackagepriceis11,900Baht,whichis include
Package A Photo with Louis frameSize 20x24 inches1 piece Photo with
Louis frameSize 16x20 inches1 piece Photo with Louis frameSize
12x15 inches1 piece Photo with Louis frameSize 10x12 inches1 piece
PhotoSize 8x10 inches4 pieces PhotoSize 6x8 inches12 pieces
PhotoSize 4x6 inches40 pieces 40 actions with CD photo album
selection Package B Photo with Louis frameSize 20x30 inches1 piece
Photo with Louis frameSize 12x15 inches1 piece PhotoSize 8x10
inches10 pieces PhotoSize 6x8 inches20 pieces PhotoSize 4x6
inches45 pieces 45 actions with CD photo album selection * All
package including makeup and hairdo - Memory Studio, their package
price will start at 5,900 Baht, which is includePackage A Photo
with Louis frameSize 20x24 inches1 piece PhotoSize 16x20 inches1
piece Photograph set with makeup and hairdo (Studio)2 setsPhoto
music box Package B Bridal dress for bride 1 set Traditional Thai
dress for bride1 set Package C Traditional Thai dress for groom1
set Traditional Thai dress for bride1 set Makeup and hairdo in
wedding ceremony1 time 56 The most expensive of their package price
is 29,990 Baht, which is include LCD album with Crystal cover Size
10x12 inches10 pages Photo with frameSize 20x24 inches1 piece
PhotoSize 16x20 inches1 piece Photo (Artwork)Size 20x60 inches1
piecePhotograph set with makeup and hairdo 4 set 2 photographers
(Candid)
*EverypackagewillgetDVDhighresolutionallfilesofphotostofree which
is The customer will not add more money like others store.
-TonRakRojanapornWeddingStudio,theirpromotionpriceisexpensivethan
otherscompetitorbecausetheirtargetsegmentispeoplewhohavemoremoney.
From price of competitors have to set can let me know how much we
will setting
forourpackageprice,suchasILoveWeddingspackagepricewillstartwith
3,990 baht, which is include Louis frameSize 20x24 inches1 Piece
PhotoSize 20x24 inches 1 Piece PhotoSize 4x6 inches 20 Pieces
Wedding invitation cardamount 100 pieces Keepsakeamount 50 pieces
CD * Customer can take 20 actions for photograph * Free for booking
hotel The most expensive of their package price is 39,990 baht,
which is include Bridal Dress and Groom Suite1 set for each Thai
Traditional BridalandThai Traditional Groom1 set for each Louis
frameSize 20x24 inches1 Piece PhotoSize 20x24 inches1 Piece
PhotoSize 4x6 inches50 PieceCrystal LCD AlbumSize 4x6 inches,
20pages1 Piece makeup and hairdo2 Time 57Wedding invitation
cardamount 200 pieces Keepsakeamount 100 pieces Flower arborsMiddle
SizeCD * Customer can take 20 actions for photograph * Free for
booking hotel
FromthepackagesofILoveWedding,customerscangetthevalueof product
relative with prices or get price equal value, because the value of
products
andservicesareimportantincustomersmindbecausetheproductsandservices
aremorevaluableforresponsecustomerneeds.Itcanmakesinbusinessgrowth
faster.AsettingofpriceasasetofProduct-bundlingpricingwhichILove
Weddingtosetmixedbundlingtooffersbothsingleandsetorpackage.Ifthe
customerspurchaseinpackage,itmaketoreducecost.Sometimes,some
customers do not want to purchase in package or set also to
negotiation for get a best price to satisfaction.
Settingofpricecreatesforpromotiontocustomersbuyfaster.ILove
WeddinghavesetwithSpecial-eventpricing,suchasValentinesDayfor
appealing of more customers to a shop. 3.3.3 Place Strategy
WefocusonmarketingstrategiesusingthePullstrategyistouse
advertisingandsalepromotiontobeappealingofmorecustomers.Becauseof
weddingdecidedtotaketimeinchoosingproductsinordertogetthebestthat
they require, so we should determine the variety product that it
makes the channel
ofproductsandservicetoexpand.Then,thecustomerscanchoosetheproducts
and services for response with their needs fully.Location of I Love
Wedding is on Superhighway Road, Tambon Wiang, Amphoe Mueang,
Chiang Rai. It located on left hand side and near Chiang Rai wood.
583.3.4 Promotion Strategy The promotion tools as follows:
Advertising
-Informativeadvertisingforintroducepeopletoknowourshopand products
and services. - Persuade advertising for introduce a quality of
products and services. - Medium of communication that we use is
Radio in Chiang Rai. Personal selling I Love Wedding will focus on
service, so the personal selling is important for business in order
to present and help customers that they want. Personal selling also
takes care and good relationship with customers to consulting about
products
andservices.Therefore,personalsellingmusttopersuadethecustomersfor
decide more easily to purchase product and services. Direct Market
ILoveWeddingcreateawebblogforusingdirectlychanneltopresent
customersaboutproductsandservicesandrecommendthemtoknowashop,
because an online internet is popular in presently. Then, the
customers can easily to accessible. Our web blog is
http://i-lovewedding.blogspot.com Figure 3.12 Web blog 59Sale
promotion
SalePromotionisanincentiveforcustomers.ILoveWeddingoffersale
promotion to consumer by give premium, such as photos in other
sizes.Displaysfordecorationashoptoexhibitsetofweddinggown,wedding
photo,etc.forcreatingandbuildinternalenvironmentinashop.Then,itcan
persuade and attract the customers to use our shopping service. 3.4
Sales Forecast/Profit Estimation
AccordingtothetotalregisteredamarriagecertificatestatisticinChiang
Rai between in 2006 to 2008, we assume the number of marriage in
2008 which is there are 4,906 couples of marriage to forecast sales
of our store as following: Number of marriage in 2008= 4,906 couple
Number of marriage/month= 4,906/12 409 couple There are 7 main
competitors =409/7 58 couple Figure 3.13 Total registered marriage
certificate statistics 60And I Love Wedding divided the customer
segment into three types which are bride and groom, family, and
others. Theprimarycustomersegmentwhichcansgeneratingthemostrevenues
for I love wedding is bride and groom. Total of customer/month= 58
couple (100%) Bride and groom= 65%(main customer segmentation) The
total of customer/month= 65%*58 38 couple
So,38coupleisthetotalofthecustomerpermonthofILoveWedding.
ButfrominterviewingtheentrepreneursofweddingstudioinChiangRai,we
found that the range of customers that store can serve a service is
between in 10 to
25couplepermonth.Becauseiftherearecustomersmorethanstorecan
responsible,thismightcausetheproblemsoftimemanagement.Tosolvethe
problem is we use the average numbers is 18 couple in the beginning
year1. And
nextweforecastthenumberofcustomersbyconcernwithtwofactorswhichis
high season and low season. We use the range number of customers is
between 18 to 38 couple per month. -Interviewing range= 10 - 25
couple/month Average = 18 couple/month -The total of customer (I
Love Wedding)= 38 couple/month Figure 3.14 Market Segmentation 61We
assume that the percentage of customers will increase 20% every
year and total of sale will increase as well. 20% Year 1 = 132
couple Year 2 = 158 couple+14 couple (from sale promotion) Year 3 =
190 couple+30 couple (from sale promotion) Year 4 = 228 couple+14
couple ( from sale promotion) Year 5 = 274 couple+30 couple (from
sale promotion) Total sales Year 1 = 10,404,260 baht Year 2 =
13,010,990 baht Year 3 = 16,214,600 baht Year 4 = 18,282,990 baht
Year 5 = 22,852,290 baht 62 Sales of Year 2010 Table 3.4 Sales of I
Love Wedding in year 2010 Product and Service/ month Price JAN FEB
MAR APR MAY JUN JUL AUG SEP OCT NOV DEC TotalBridal dresses/couples
8,000 18 20 15 10 6 4 2 3 6 10 18 20 132Frames 2,000 18 20 15 10 6
4 2 3 6 10 18 20 132Crystal LCD Album 3,500 18 20 15 10 6 4 2 3 6
10 18 20 132Card 15 7,200 8,000 6,000 4,000 2,400 1,600 800 1,200
2,400 4,000 7,200 8,000 52,800Keepsake 17 7,200 8,000 6,000 4,000
2,400 1,600 800 1,200 2,400 4,000 7,200 8,000 52,800Photography
1,990 12 10 10 10 12 18 15 10 10 10 9 8 134Photography
(Pre-wedding) 20,500 18 20 15 10 6 4 2 3 6 10 18 20 132Video 7,000
9 10 7 5 3 2 1 2 3 5 9 10 66Location, Event Decoration 45,000 9 10
7 5 3 2 1 2 3 5 9 10 66Makeup and hairdo 4,000 18 20 15 10 6 4 2 3
6 10 18 20 132JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
Total144,000 160,000 120,000 80,000 48,000 32,000 16,000 24,000
48,000 80,000 144,000 160,000 1,056,00036,000 40,000 30,000 20,000
12,000 8,000 4,000 6,000 12,000 20,000 36,000 40,000 264,00063,000
70,000 52,500 35,000 21,000 14,000 7,000 10,500 21,000 35,000
63,000 70,000 462,000108,000 120,000 90,000 60,000 36,000 24,000
12,000 18,000 36,000 60,000 108,000 120,000 792,000122,400 136,000
102,000 68,000 40,800 27,200 13,600 20,400 40,800 68,000 122,400
136,000 897,60023,880 19,900 19,900 19,900 23,880 35,820 29,850
19,900 19,900 19,900 17,910 15,920 266,660369,000 410,000 307,500
205,000 123,000 82,000 41,000 61,500 123,000 205,000 369,000
410,000 2,706,00063,000 70,000 49,000 35,000 21,000 14,000 7,000
14,000 21,000 35,000 63,000 70,000 462,000405,000 450,000 315,000
225,000 135,000 90,000 45,000 90,000 135,000 225,000 405,000
450,000 2,970,00072,000 80,000 60,000 40,000 24,000 16,000 8,000
12,000 24,000 40,000 72,000 80,000 528,0001,406,280 1,555,900
1,145,900 787,900 484,680 343,020 183,450 276,300 480,700 787,900
1,400,310 1,551,920 10,404,260Bridal dresses/coupleCrystal LCD
AlbumPhotography (Pre-wedding)VideoMakeup and hairdoFramesTotalYear
2010Products and Services/ monthPhotographyCardKeepsakeLocation,
Event DecorationSale volume Total sale63 Figure 3.15 Sales of I
Love Wedding in year 2010 Total Sales of Year
2010050,000100,000150,000200,000250,000300,000350,000400,000450,000500,000FEBAPRJUNAUGOCTDECMonthTotal
SalesBridal dresses/coupleFramesCrystal LCD
AlbumCardKeepsakePhotographyPhotography (Pre-wedding)VideoLocation,
Event DecorationMakeup and hairdo 64 Sale of Year 2011 Table 3.5
Sales of I Love Wedding in year 2011 Product and Service/ month
Price JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC TotalBridal
dresses/couples 8,000 22 25 21 10 7 4 3 3 6 15 20 22 158Frames
2,000 22 25 21 10 7 4 3 3 6 15 20 22 158Crystal LCD Album 3,500 22
25 21 10 7 4 3 3 6 15 20 22 158Card 15 8,800 10,000 8,400 4,000
2,800 1,600 1,200 1,200 2,400 6,000 8,000 8,800 63,200Keepsake 17
8,800 10,000 8,400 4,000 2,800 1,600 1,200 1,200 2,400 6,000 8,000
8,800 63,200Photography 1,990 7 4 6 10 20 22 18 15 12 10 9 8
141Photography (Pre-wedding) 20,500 22 25 21 10 7 4 3 3 6 15 20 22
158Video 7,000 11 12 10 5 3 2 1 2 3 7 10 11 77Location, Event
Decoration 45,000 11 12 10 5 3 2 1 2 3 7 10 11 77Makeup and hairdo
4,000 22 25 21 10 7 4 3 3 6 15 20 22 158Products and Services/
month JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC TotalBridal
dresses/couple 176,000 200,000 168,000 80,000 56,000 32,000 24,000
24,000 48,000 120,000 160,000 176,000 1,264,000Frames 44,000 50,000
42,000 20,000 14,000 8,000 6,000 6,000 12,000 30,000 40,000 44,000
316,000Crystal LCD Album 77,000 87,500 73,500 35,000 24,500 14,000
10,500 10,500 21,000 52,500 70,000 77,000 553,000Card 132,000
150,000 126,000 60,000 42,000 24,000 18,000 18,000 36,000 90,000
120,000 132,000 948,000Keepsake 149,600 170,000 142,800 68,000
47,600 27,200 20,400 20,400 40,800 102,000 136,000 149,600
1,074,400Photography 13,930 7,960 11,940 19,900 39,800 43,780
35,820 29,850 23,880 19,900 17,910 15,920 280,590Photography
(Pre-wedding) 451,000 512,500 430,500 205,000 143,500 82,000 61,500
61,500 123,000 307,500 410,000 451,000 3,239,000Video 77,000 84,000
70,000 35,000 21,000 14,000 7,000 14,000 21,000 49,000 70,000
77,000 539,000Location, Event Decoration 495,000 540,000 450,000
225,000 135,000 90,000 45,000 90,000 135,000 315,000 450,000
495,000 3,465,000Makeup and hairdo 88,000 100,000 84,000 40,000
28,000 16,000 12,000 12,000 24,000 60,000 80,000 88,000 632,000Sale
promotion 0 700,000 0 0 0 0 0 0 0 0 0 0 700,000Total 1,703,530
2,601,960 1,598,740 787,900 551,400 350,980 240,220 286,250 484,680
1,145,900 1,553,910 1,705,520 13,010,990Sale volume Total saleYear
201165Figure 3.16 Sales of I Love Wedding in year 2011 Total Sales
of Year
20110100,000200,000300,000400,000500,000600,000700,000800,000FEBAPRJUNAUGOCTDECMonthTotal
SalesBridal dresses/coupleFramesCrystal LCD
AlbumCardKeepsakePhotographyPhotography (Pre-wedding)VideoLocation,
Event DecorationMakeup and hairdoSale promotion 66 Sale of Year
2012 Table 3.6 Sales of I Love Wedding in year 2012 Product and
Service/ month Price JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV
DEC TotalBridal dresses/couples 8,000 25 27 25 15 8 5 3 4 10 20 23
25 190Frames 2,000 25 27 25 15 8 5 3 4 10 20 23 25 190Crystal LCD
Album 3,500 25 27 25 15 8 5 3 4 10 20 23 25 190Card 15 10,000
10,800 10,000 6,000 3,200 2,000 1,200 1,600 4,000 8,000 9,200
10,000 76,000Keepsake 17 10,000 10,800 10,000 6,000 3,200 2,000
1,200 1,600 4,000 8,000 9,200 10,000 76,000Photography 1,990 6 4 6
10 20 22 18 15 12 10 9 8 140Photography (Pre-wedding) 20,500 25 27
25 15 8 5 3 4 10 20 23 25 190Video 7,000 12 13 12 7 4 3 1 2 5 10 11
12 92Location, Event Decoration 45,000 12 13 12 7 4 3 1 2 5 10 11
12 92Makeup and hairdo 4,000 25 27 25 15 8 5 3 4 10 20 23 25 190JAN
FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC Total200,000 216,000
200,000 120,000 64,000 40,000 24,000 32,000 80,000 160,000 184,000
200,000 1,520,00050,000 54,000 50,000 30,000 16,000 10,000 6,000
8,000 20,000 40,000 46,000 50,000 380,00087,500 94,500 87,500
52,500 28,000 17,500 10,500 14,000 35,000 70,000 80,500 87,500
665,000150,000 162,000 150,000 90,000 48,000 30,000 18,000 24,000
60,000 120,000 138,000 150,000 1,140,000170,000 183,600 170,000
102,000 54,400 34,000 20,400 27,200 68,000 136,000 156,400 170,000
1,292,00011,940 7,960 11,940 19,900 39,800 43,780 35,820 29,850
23,880 19,900 17,910 15,920 278,600512,500 553,500 512,500 307,500
164,000 102,500 61,500 82,000 205,000 410,000 471,500 512,500
3,895,00084,000 91,000 84,000 49,000 28,000 21,000 7,000 14,000
35,000 70,000 77,000 84,000 644,000540,000 585,000 540,000 315,000
180,000 135,000 45,000 90,000 225,000 450,000 495,000 540,000
4,140,000100,000 108,000 100,000 60,000 32,000 20,000 12,000 16,000
40,000 80,000 92,000 100,000 760,000Sale promotion 0 1,500,000 0 0
0 0 0 0 0 0 0 0 1,500,0001,905,940 3,555,560 1,905,940 1,145,900
654,200 453,780 240,220 337,050 791,880 1,555,900 1,758,310
1,909,920 16,214,600Total saleVideoLocation, Event
DecorationCardFramesProducts and Services/ monthBridal
dresses/coupleMakeup and hairdoTotalCrystal LCD
AlbumKeepsakePhotographyPhotography (Pre-wedding)Year 2012Sale
volume 67Figure 3.17 Sales of I Love Wedding in year 2012 Total
Sales of Year
20120200,000400,000600,000800,0001,000,0001,200,0001,400,0001,600,000FEBAPRJUNAUGOCTDECMonthTotal
SalesBridal dresses/coupleFramesCrystal LCD
AlbumCardKeepsakePhotographyPhotography (Pre-wedding)VideoLocation,
Event DecorationMakeup and hairdoSale promotion 68 Sale of Year
2013 Table 3.7 Sales of I Love Wedding in year 2013 Product and
Service/ month Price JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV
DEC TotalBridal dresses/couples 8,000 27 30 25 22 15 9 4 5 15 24 25
27 228Frames 2,000 27 30 25 22 15 9 4 5 15 24 25 27 228Crystal LCD
Album 3,500 27 30 25 22 15 9 4 5 15 24 25 27 228Card 15 10,800
12,000 10,000 8,800 6,000 3,600 1,600 2,000 6,000 9,600 10,000
10,800 91,200Keepsake 17 10,800 12,000 10,000 8,800 6,000 3,600
1,600 2,000 6,000 9,600 10,000 10,800 91,200Photography 1,990 7 4 6
10 20 22 18 15 12 10 9 8 141Photography (Pre-wedding) 20,500 27 30
25 22 15 9 4 5 15 24 25 27 228Video 7,000 13 15 12 11 7 4 2 2 7 12
12 13 110Location, Event Decoration 45,000 13 15 12 11 7 4 2 2 7 12
12 13 110Makeup and hairdo 4,000 27 30 25 22 15 9 4 5 15 24 25 27
228JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC Total216,000
240,000 200,000 176,000 120,000 72,000 32,000 40,000 120,000
192,000 200,000 216,000 1,824,00054,000 60,000 50,000 44,000 30,000
18,000 8,000 10,000 30,000 48,000 50,000 54,000 456,00094,500
105,000 87,500 77,000 52,500 31,500 14,000 17,500 52,500 84,000
87,500 94,500 798,000162,000 180,000 150,000 132,000 90,000 54,000
24,000 30,000 90,000 144,000 150,000 162,000 1,368,000183,600
204,000 170,000 149,600 102,000 61,200 27,200 34,000 102,000
163,200 170,000 183,600 1,550,40013,930 7,960 11,940 19,900 39,800
43,780 35,820 29,850 23,880 19,900 17,910 15,920 280,590553,500
615,000 512,500 451,000 307,500 184,500 82,000 102,500 307,500
492,000 512,500 553,500 4,674,00091,000 105,000 84,000 77,000
49,000 28,000 14,000 14,000 49,000 84,000 84,000 91,000
770,000585,000 675,000 540,000 495,000 315,000 180,000 90,000
90,000 315,000 540,000 540,000 585,000 4,950,000108,000 120,000
100,000 88,000 60,000 36,000 16,000 20,000 60,000 96,000 100,000
108,000 912,000Sale promotion 0 700,000 0 0 0 0 0 0 0 0 0 0
700,0002,061,530 3,011,960 1,905,940 1,709,500 1,165,800 708,980
343,020 387,850 1,149,880 1,863,100 1,911,910 2,063,520
18,282,990FramesProducts and Services/ monthBridal
dresses/coupleSale volume Total saleMakeup and hairdoYear
2013TotalCrystal LCD AlbumKeepsakePhotographyPhotography
(Pre-wedding)VideoLocation, Event DecorationCard69Figure 3.18 Sales
of I Love Wedding in year 2013 Total Sales of Year
20130100,000200,000300,000400,000500,000600,000700,000800,000FEBAPRJUNAUGOCTDECMonthTotal
SalesBridal dresses/coupleFramesCrystal LCD
AlbumCardKeepsakePhotographyPhotography (Pre-wedding)VideoLocation,
Event DecorationMakeup and hairdoSale promotion 70 Sale of Year
2014 Table 3.8 Sales of I Love Wedding in year 2014 Product and
Service/ month Price JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV
DEC TotalBridal dresses/couples 8,000 30 35 30 28 21 10 7 5 15 28
30 35 274Frames 2,000 30 35 30 28 21 10 7 5 15 28 30 35 274Crystal
LCD Album 3,500 30 35 30 28 21 10 7 5 15 28 30 35 274Card 15 12,000
14,000 12,000 11,200 8,400 4,000 2,800 2,000 6,000 11,200 12,000
14,000 109,600Keepsake 17 12,000 14,000 12,000 11,200 8,400 4,000
2,800 2,000 6,000 11,200 12,000 14,000 109,600Photography 1,990 6 4
6 10 20 22 18 15 12 10 9 9 141Photography (Pre-wedding) 20,500 30
35 39 28 21 10 7 5 15 28 30 35 283Video 7,000 15 17 15 14 10 5 3 2
7 14 15 17 134Location, Event Decoration 45,000 15 17 15 14 10 5 3
2 7 14 15 17 134Makeup and hairdo 4,000 30 35 30 28 21 10 7 5 15 28
30 35 274JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
Total240,000 280,000 240,000 224,000 168,000 80,000 56,000 40,000
120,000 224,000 240,000 280,000 2,192,00060,000 70,000 60,000
56,000 42,000 20,000 14,000 10,000 30,000 56,000 60,000 70,000
548,000105,000 122,500 105,000 98,000 73,500 35,000 24,500 17,500
52,500 98,000 105,000 122,500 959,000180,000 210,000 180,000
168,000 126,000 60,000 42,000 30,000 90,000 168,000 180,000 210,000
1,644,000204,000 238,000 204,000 190,400 142,800 68,000 47,600
34,000 102,000 190,400 204,000 238,000 1,863,20011,940 7,960 11,940
19,900 39,800 43,780 35,820 29,850 23,880 19,900 17,910 17,910
280,590615,000 717,500 799,500 574,000 430,500 205,000 143,500
102,500 307,500 574,000 615,000 717,500 5,801,500105,000 119,000
105,000 98,000 70,000 35,000 21,000 14,000 49,000 98,000 105,000
119,000 938,000675,000 765,000 675,000 630,000 450,000 225,000
135,000 90,000 315,000 630,000 675,000 765,000 6,030,000120,000
140,000 120,000 112,000 84,000 40,000 28,000 20,000 60,000 112,000
120,000 140,000 1,096,000Sale promotion 0 1,500,000 0 0 0 0 0 0 0 0
0 0 1,500,0002,315,940 4,169,960 2,500,440 2,170,300 1,626,600
811,780 547,420 387,850 1,149,880 2,170,300 2,321,910 2,679,910
22,852,290 TotalCrystal LCD AlbumKeepsakePhotographyPhotography
(Pre-wedding)VideoLocation, Event DecorationCardMakeup and
hairdoYear 2014FramesProducts and Services/ monthBridal
dresses/coupleSale volume Total sale71Figure 3.19 Sales of I Love
Wedding in year 2014 Total Sales of Year
20140200,000400,000600,000800,0001,000,0001,200,0001,400,0001,600,000JANFEBMARAPRMAYJUNJULAUGSEPOCTNOVDECMonthTotal
SalesBridal dresses/coupleFramesCrystal LCD
AlbumCardKeepsakePhotographyPhotography (Pre-wedding)VideoLocation,
Event DecorationMakeup and hairdoSale promotion 723.5 Marketing
Expenses (Sale Incentive) There are five types of expenses as
following: Commission is 2% of total sale in each month Radio
advertising ( Jingle In-Out) o101.25 MHz, MCOT radio station,
Chiang Rai o95 baht/time
oShortsportandspeakingproductbrandandproductsor
services,lengthisabout15secondintimeofstartandfinish the radio
service. (present only the name, slogan, sample, items, and
supported by) Brochure oHigh season= 500 baht/month oMiddle season
= 300 baht/month oLow season= 200 baht/month Fuel for service to
customers is 500 baht per a customer
SalespromotionisonlyinFebruarywhichismonthofhighest customers
oValentines Day Event in 2011, which is the first wedding ceremony
at Phu Chee Fah where is the northernmost of Thailand. Figure 3.20
Valentines Day 2011 Vinyl Billboard 73
Itapproachesthesecondyear,ILoveWedding studio which cooperates with
Chiang Rai province andConservationAreaManagementOffice15 to hold
the Valentine wedding under the name The
FirstWeddingCeremonyatPhuCheeFah
whereistheNorthernmostofThailand.Itis hold on February 14th, 2011.
Themainobjectiveofthisarrangementistopromoteandmakethetourist
attractions in Chiang Rai province well- known.
ThemainsponsorofthiseventisILoveWedding,including ChiangRai
provinceandConservationAreaManagementOffice15likethesecondary
sponsor. On February 14th, the expenses of the wedding ceremony per
couple are about
80,000baht.Thispackageconsistsofbridaldress,groomsuit,makeupand
hairdo,weddingphotographybothinstudioandonPhuCheeFah,andthe resort
for 2 nights on February 13th-14th, 2011. Within this Valentine
wedding, Phu Chee Fahs the cliff will be changed into the paradise
gate. Furthermore, there are registrars who witness in this
registering a marriage license as well.
Theauspicioustimeofthisweddingisat9.09am.However,all14wedding
couplesoftwocountries(ThailandandLaos)willregisterthemarriage
registrationinthesametimeatthecliffofPhuCheeFah.Theheightofthe
clifffromwaterlevelis1,628meter.ForthesafetyILoveWeddingwill
prepare measures to save all wedding couples as well. Organizations
contact: -Chiang Rai Administration Organization and located at 183
Moo.8, Wieng District, Muang, Chiang Rai 57100. Telephone no.
665-371-1499 -Conservation Area Management Office 15. Telephone no.
665-371-4914 Figure3.21 Phu Chee Fah 74-Rairompothong Resort : Tel
668-7189-1099, 668-5204-7775 -Police station Wieng Kaen, Chiang
Rai, Tel:053-608-081 , 053-608-191 Cost for create Valentines Day
event 2011
-ValentinesDayVinylBillboardsize1845includeserviceis121,500 baht
-Cost for location, flower, register the marriage registration,
resort, security guard are 50,000 baht. So, the total cost for
Valentines Day event in 2011 is 171,500 baht oValentines Day Event
in 2012, which is wedding ceremony and wedding registrations on the
elephants Figure 3.22 Valentines Day 2012 Vinyl Billboard
75Itapproachesthethirdyear,ILoveWedding
studio,ChiangRaiprovincewhichcooperates with
ThaiElephantsConservationCentre, Lam Phang
provinceonValentineDayorDayof Love,onFebruary14th,2012underthename
Weddingceremonyandwedding registrations on the elephant in
Valentine Day by I Love Wedding Studio join celebrate the day of
Love. Theweddingceremonyandwedding registrations on the elephant
cordially invite thespouseandsweetheartbothThaiand
foreignpeopleattendeesweddingceremony and wedding registrations on
the elephant at ThungGarden,ChiangRai.However,the
elephantisanimalaugustofKingof Thailand and a national symbol of
Thailandand reinforce the fortune for wedding couple in the amid an
atmosphere Lanna wedding. The objective events as follows 1.To
public relations the traveling of Chiang Rai province 2.To generate
income from tourisms to local communities 3.Thelocalcommunities to
participate in the event and make a pride in work
4.ToconserveanddistributeculturalandtraditionsinLannastyleof north
Thailand 5.TopromotetourismsandsupporttheactivitiesofThaiElephants
Conservation Centre is well known around the world 6.To promote I
love wedding studio Figure 3.23 Thung Garden Figure 3.24 wedding
registrations on the elephant 76The rate attending wedding ceremony
and wedding registrations on the elephants are 50,000 baths per
couple. Service consists: -Elephant procession ofbridal and groom,
wedding ceremony and celebration -Bridal dress, groom suite, makeup
and hairdo - Khan Toke dinner 5 set (wedding couple 1 set and
joined the wedding couple 4 set for 20 people) -Keepsake about 20
pieces per couple Organizations contact: -Chiang Rai Administration
Organization and located at 183 Moo.8, Wieng District, Muang,
Chiang Rai 57100. Telephone no. 665-371-1499 -Thai Elephants
Conservation Centre, Lam Phang and located at Km. 28-29 Lam
Phang-Chiang Mai Road., Wieng Tan District, Hangchat Lam Phang.
Telephone no. 665-422-8108, 668- 1885 -3708, 668 9850 -6187 -Police
Station Muang, Chiang Rai, Tel: 053-711-444 , 053-711-588 Cost for
create Valentines Day event 2012 -Valentines Day Vinyl Billboard
size 1845 include service is 121,500 baht -Cost for location,
flower, rent elephants, security guard, and promote are 80,000
BahtSo, the total cost for Valentines Day event in 2012 is 201,500
baht * Year 2013, I Love Wedding will create Valentines Day Event:
The first wedding ceremony at Phu Chee Fah where is the
northernmost of Thailand.
**Year2014,ILoveWeddingwillcreateValentinesDayEvent:Wedding
ceremony and wedding registrations on the elephants. 77 Marketing
Expenses of Year 2010 Table 3.9 Marketing Expenses of I Love
Wedding in year 2010 JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV
DEC Total28,126 31,118 22,918 15,758 9,694 6,860 3,669 5,526 9,614
15,758 28,006 31,038 208,08512,198 12,198 12,198 12,198 12,198
12,198 12,198 12,198 12,198 12,198 12,198 12,198 146,376500 500 500
300 300 300 200 200 200 500 500 500 4,5009,000 10,000 7,500 5,000
3,000 2,000 1,000 1,500 3,000 5,000 9,000 10,000 66,00049,824
53,816 43,116 33,256 25,192 21,358 17,067 19,424 25,012 33,456
49,704 53,736 424,961Marketing expenses Year
2010TotalExpense/MonthCommissionRadio Adv.BrochureFuel for service
to customers Figure 3.25 Marketing Expenses of I Love Wedding in
year 2010 Marketing Expenses of Year
201005,00010,00015,00020,00025,00030,00035,000JANFEBMARAPRMAYJUNJULAUGSEPOCTNOVDECMonthTotal
ExpensesCommissionRadio Adv.BrochureFuel for service to customers
78 Marketing Expenses of Year 2011 Table 3.10 Marketing Expenses of
I Love Wedding in year 2011 JAN FEB MAR APR MAY JUN JUL AUG SEP OCT
NOV DEC Total34,071 52,039 31,975 15,758 11,028 7,020 4,804 5,725
9,694 22,918 31,078 34,110 260,22012,198 12,198 12,198 12,198
12,198 12,198 12,198 12,198 12,198 12,198 12,198 12,198 146,376500
500 500 300 300 300 200 200 200 500 500 500 4,50011,000 12,500
10,500 5,000 3,500 2,000 1,500 1,500 3,000 7,500 10,000 11,000
79,000- 171,500 - - - - - - - - - - 171,50057,769 248,737 55,173
33,256 27,026 21,518 18,702 19,623 25,092 43,116 53,776 57,808
661,596Sales promotionMarketing expenses Year
2011TotalExpense/MonthBrochureRadio Adv.CommissionFuel for service
to customers Figure 3.26 Marketing Expenses of I Love Wedding in
year 2011 Marketing Expenses of Year
2011020,00040,00060,00080,000100,000120,000140,000160,000180,000200,000JANFEBMARAPRMAYJUNJULAUGSEPOCTNOVDECMonthTotal
ExpensesCommissionRadio Adv.BrochureFuel for service to
customersSales promotion 79 Marketing Expenses of Year 2012 Table
3.11 Marketing Expenses of I Love Wedding in year 2012 JAN FEB MAR
APR MAY JUN JUL AUG SEP OCT NOV DEC Total38,119 71,111 38,119
22,918 13,084 9,076 4,804 6,741 15,838 31,118 35,166 38,198
324,29212,198 12,198 12,198 12,198 12,198 12,198 12,198 12,198
12,198 12,198 12,198 12,198 146,376500 500 500 300 300 300 200 200
200 500 500 500 4,50012,500 13,500 12,500 7,500 4,000 2,500 1,500
2,000 5,000 10,000 11,500 12,500 95,000- 201,500 - - - - - - - - -
- 201,50063,317 298,809 63,317 42,916 29,582 24,074 18,702 21,139
33,236 53,816 59,364 63,396 771,668Sales promotionRadio
Adv.Expense/MonthTotalCommissionBrochureMarketing expenses Year
2012Fuel for service to customers Figure 3.27 Marketing Expenses of
I Love Wedding in year 2012 Marketing Expenses of Year
2012020,00040,00060,00080,000100,000120,000140,000160,000180,000200,000JANFEBMARAPRMAYJUNJULAUGSEPOCTNOVDECMonthTotal
ExpensesCommissionRadio Adv.BrochureFuel for service to
customersSales promotion80 Marketing Expenses of Year 2013 Table
3.12 Marketing Expenses of I Love Wedding in year 2013 JAN FEB MAR
APR MAY JUN JUL AUG SEP OCT NOV DEC Total41,231 60,239 38,119
34,190 23,316 14,180 6,860 7,757 22,998 37,262 38,238 41,270
365,66012,198 12,198 12,198 12,198 12,198 12,198 12,198 12,198
12,198 12,198 12,198 12,198 146,376500 500 500 300 300 300 200 200
200 500 500 500 4,50013,500 15,000 12,500 11,000 7,500 4,500 2,000
2,500 7,500 12,000 12,500 13,500 114,000- 171,500 - - - - - - - - -
- 171,50067,429 259,437 63,317 57,688 43,314 31,178 21,258 22,655
42,896 61,960 63,436 67,468 802,036Sales promotionRadio
Adv.Expense/MonthMarketing expenses Year 2013Fuel for service to
customersTotalCommissionBrochure Figure 3.28 Marketing Expenses of
I Love Wedding in year 2013 Marketing Expenses of Year
2013020,00040,00060,00080,000100,000120,000140,000160,000180,000200,000JANFEBMARAPRMAYJUNJULAUGSEPOCTNOVDECMonthTotal
ExpensesCommissionRadio Adv.BrochureFuel for service to
customersSales promotion81 Marketing Expenses of Year 2014 Table
3.13 Marketing Expenses of I Love Wedding in year 2014 JAN FEB MAR
APR MAY JUN JUL AUG SEP OCT NOV DEC Total46,319 83,399 50,009
43,406 32,532 16,236 10,948 7,757 22,998 43,406 46,438 53,598
457,04612,198 12,198 12,198 12,198 12,198 12,198 12,198 12,198
12,198 12,198 12,198 12,198 146,376500 500 500 300 300 300 200 200
200 500 500 500 4,50015,000 17,500 15,000 14,000 10,500 5,000 3,500
2,500 7,500 14,000 15,000 17,500 137,000- 201,500 - - - - - - - - -
- 201,50074,017 315,097 77,707 69,904 55,530 33,734 26,846 22,655
42,896 70,104 74,136 83,796 946,422Radio
Adv.Expense/MonthTotalCommissionBrochureSales promotionMarketing
expenses Year 2014Fuel for service to customers Figure 3.29
Marketing Expenses of I Love Wedding in year 2014 Marketing
Expenses of Year
2014020,00040,00060,00080,000100,000120,000140,000160,000180,000200,000220,000JANFEBMARAPRMAYJUNJULAUGSEPOCTNOVDECMonthTotal
ExpensesCommissionRadio Adv.BrochureFuel for service to
customersSales promotion823.6 Conclusion in market feasibility
FromsaleforecasttableofIloveweddingineachyear,itcanclearlyto
represent that season is the factors to influence total sales forI
love wedding, such as in winter, it is between October to March,
which is in quarter 4 and quarter 1. That is high season period in
every year, because this period has high demand of customers to
useweddingservice,especiallybrideandgroomthatfavorweddinginwinter,and
graduatepersoninthebeginningoftheyear,thereforeitmakeIloveweddingstore
increase growth rate rapidly in winter and increase trend of total
sale in every year.In summer, it is between April-June, which is in
quarter 2 of each year. I love
weddinghavemoderateintotalsale,becausecustomeralsousesomeservicewith
wedding studio. In this period, we do marketing continue by
advertising product and service for I love wedding, so this period
not much affect to our total sale. Then, we believe for every year
in summer, I love wedding will increase the potential growth of
total sales.During in rainy season, it is between July to
September, which is in quarter 3
ofeachyear.Ithasdecliningdemandofcustomerforuseweddingservices,when
compare with other quarter, because mostly of customer does not
favor to wedding in rainy season. However, I love wedding also have
high total sale from another service,
suchasstudiophotographandotherphotograph,becausewecontinuedoing
advertising,andalwaysadjustmarketingstrategytosuitablewithsituation.Then,
duringinrainyseasonwillnoteffectforourtotalsale,andwealsobelieveineach
year of rainy season period will increase the potential of total
sales. 83 Chapter 4 Technical Feasibility Study 84 Figure
4.1:A-Line/ Princess 4.1 Production and Operation Analysis 4.1.1
Product characteristics Bridal Dress
Thestyleofyourdressisthesinglemostimportantfactorincreatingyour
overall look on your wedding day. Wedding dresses can range from
sleek and simple to grand and elaborate, depending on your personal
taste and the statement you want to make on your big day. The
silhouette of your wedding dress is the first image that your groom
will see when you begin your walk down the