Section1 seat 6 LALANTA Bar and restaurant

La Lan Ta

Bar &Restaurant

847/1-2 Nong Bua Rd, Robwieng,

Muang, Chiang Rai 57000

Tel: 089-165-4900

Thai Fusion Food

Thai Modern Style

Group Member

La Lan Ta

Bar & Restaurant Thai Fusion Food

1. Miss Kanittha Laowitthi ID: 5331203011

2. Miss Nabilah Usmani ID: 5331203051

3. Miss Piyada Thanamee ID: 5331203066

4. Miss PornThip Ngunchum ID: 5331203073

5. Miss Praewpran Seetisarn ID: 5331203081

6. Miss Montita Panorasert ID: 5331203089

7. Miss Ratchanok Tajaya ID: 5331203098

8. Miss Zin Mar Win ID: 5331203190

School of Management

Business Administration Major

Mae Fah Luang University

Chiang Rai, Thailand

Acknowledgement

This project could not successfully complete without the kindness of advisor’s. We

would like to express my sincere thanks to my major advisor, Aj. Chaiyawat Thongintr, he

gave good advice and be guidance of this thesis since start until successful. He gave

appreciate suggestion, checked and corrected the fault of this project. We would not have

achieved this far and this project would not have been completed without all the support that

we have always received from him.

However, LaLanTa bar & restaurant to make the Project Feasibility Study and

Evaluation. In addition, bar & restaurant Thai fusion food product is a one of the business

that has interesting and the situation at the present time. Our restaurant has a trend of foreign

food and Thai food that apply and mix together. So, LaLanTa bar & restaurant is attractive to

investment and it is the result that we select it to study the feasibility of the project.

In addition, we are grateful for the teachers of Project Feasibility Study and

Evaluationcourse, Aj. Chaiyawat Thongintr and others teacher for suggestions and all them

help.

Finally, we most gratefully acknowledge our friends for all their support throughout

theperiod of this project.

LaLanTa Bar & Restaurant

Chapter 1

Introduction

La Lan Ta

Bar & Restaurant Thai Fusion Food

1.1 Background and Significance of the Project

Currently, there are many food businesses. The successful business will depend on

many factorssuch as flavor, decoration, location, price, or promotions to attract customers.

People that want to invest in this field will be studied carefully and plan well before the

investment in this field. Therefore our project business is bar and restaurant in Chiang

Rai.The Thai food restaurant has many in Chiang Rai but Thai food restaurant that apply with

foreign food, we call Thai fusion food. Thai fusion food restaurant in Chiang Raihas few

restaurants in the present day. We will increase the number of Thai fusion food restaurant in

Chiang Rai. We will open the restaurant at Hah YekPhorKhun that is a center of the town in

Chiang Rai. We choose this place because Hah YekPhorKhun is a monument that has many

people, Thai people and foreigner people travel and worship him.

The number of visitors that visit in Chiang Rai.

Thai visitor in 2009 - 2010 increasing from 1,430,375 to 1,903,623baht.

Foreign visitor in 2009 - 2010 increasing from 249,873 to 384,595baht.

So, most visitorsin 2010 stay in Chiang Rai about 2.85 days and average of

expenditure per person/day are 2,515 baht.

These visitors in 2009 - 2010 have increasing revenues from 9,405 to 15,025 million

baht.

Resource: htttp://chiangrai.nso.go.th/nso/project/search/result_by_department.jsp

The number oflocal people in Chiang Rai.

According to The provincial administration in Chiang Rai found that Meuang Chiang

Rai district have most population in December 2551 is 226,555 people. The population span

of working age between 15-59 year old 69.59 %.The conclusions, our customer are visitors

and local people that have span of working age and interesting food have good taste.

People in Chiang Rai behavior changing.

At the present time, Thai society is more changing because the changing of

environment and time that has more connecting for trade, the relationship with other

countries that got foreign culture to adapt with Thai society.So that it makes Thai society is

grow up and also make value and culture of Thai society changed.Such as the value of

foreign goods and service; Most Thai people believe about product made in Thailand is

quality not good but product that import from other country is better and if somebody buy

those, this people will look like rich and a good image (webcache,2009) and especially, the

value of consumption; (According to Pinviset, life and Thai culture, 2550) say, “Thai people

like to buy goods and service has brand and comfortable that mean expensive thing. ” And

especially food, Thai people like to eat international foods that always have brand or famous

brand like imitate foreign culture. Such as MK restaurant, KFC, Pizza Hut, Fuji restaurant

and etc.

Thai Fusion Food

From the value of consumption changed so we are see the new opportunity in the Thai

fusion food. Our present world is changing rapidly. So, Thailand cannot avoid this trend, life

is full of stress and a limited of time. The way of living and food consumption behavior is a

change from the past that it has a limited of food to survive or to sustain life to consume of

each individual like to eat from asset or the position because it has a lot of food to choose.

Chiang Rai food industry in currently, food production has expanded to fulfill the needs of

consumers and social change. Many restaurants in Thailand have the cooking techniques

from abroad for the exotic taste of food that make the food consumption behavior of Chiang

Rai people changing from the past they cooking at home start eating outside the home.

Because of Chiang Rai is the place that has many foreigners come to visit all time that make

the restaurant business expanding rapidly and Chiang Rai economy is growing steadily. We

saw Thai fusion restaurants in Chiang Rai has not much so we are opening Thai fusion

restaurant in Chiang Rai for increase the options for consumers to choose.

LaLanTaBar&Restaurant try to create an identity that customers recognize as to the

quality of food and service. Those things that might give us a chance to succeed. Our group

of us decided to design a Thai model style restaurant and food store. That might give us a

chance to succeed. We focus to attract customers to Thailand and Thai fusion cuisine

restaurant which has fixed the taste and appearance of food Thailand has to inter, but it is still

in Thailand for attract foreign customers. Or Thai people who want to try Thailand food in

new style. Which these concepts under the concept love Thailand eats Thai food.

We will open stores around“HahYekPhorKhun”, which this zone have many

restaurants and also to Thailand and foreign tourists. They pay homage to the King and they

want to restaurant for eating a lot. The area is a restaurant type bar & restaurant to sit and eat

that make to enjoy, and include food Thailand the chill. So, we think it is a restaurant with a

bar in one part of it to create a variety. Customers can choose it that they want. And for

satisfy of customers who want to drink alcohol.

1.2 Project Objective

1. To study the market share of a restaurant in Chiang Rai.

2. To explore the needs of customers who are interested in the bar and restaurant.

3. To study the marketing strategy of to bar and restaurant.

4. To find a way to motivate Thai fusion for people known restaurant in Chiang Rai.

1.3 Project Benefit

1. Aware of the possibility of Thai fusion cuisine in Chiang Rai.

2. Aware of the needs of customers in Chiang Rai with a bar and restaurant.

3. Aware of the different marketing strategies of bar and restaurant in Chiang Rai.

4. Aware of the market share in Chiang Rai. And know the way to develop the business to

grow in any direction.

1.4 Activities/Time Frame

Activities November2012 December2012 January2012 February2012

Time frame week 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4

1. Brian storming about

Introduction the

project feasibility

- Background,

Objective and

Benefit

2. Collection

information about

the project

Industry profile

3. Study and identify

Market feasibility

Market Analysis,

STP, Marketing

max strategy and

etc.

4. Identify investment

cost

5. Production and

Operation Analysis

6. Administration

Analysis

7. Financial Analysis

8. Risk Management

9. Summary all of the

project

10. Recheck and

Evaluation all of the

project

11. Group Presentation

Chapter2

Industry profile

2.1 Nature of industry

2.1.1 History of Chiang Rai

Chiang Rai is situated in the very north of Thailand (180kms north of Chiang Mai). It

takes approx. 3hrs to drive from Chiang Mai or less than an hour by plane. There are also

direct flights from Bangkok. Chiang Rai is used as a base for those wishing to explore the

Golden Triangle area; it is a short drive to Mae Sai, Chiang Saen or Mae-Salong. The

province borders with Burma and Laos, so it provides a good opportunity for those who wish

to glimpse Thailand's neighbouring countries. This area can easily be accessed from Chiang

Mai, but for those short of time or who have already visited Chiang Mai it can be used as a

base to visit the Golden Triangle. Chiang Rai itself is a small town and easy to get around,

there are some noteworthy temples worth visiting, a small night market and a folk museum.

King Meng Rai established Chiang Rai in 1262 A.D. near the Kok River. Thirty-four

years later, he founded Chiang Mai as a capital city and centre of the Lanna Thai Kingdom.

Thus the two towns have had brotherly relations for a long time. The Lanna Thai Kingdom

covered the area of Chiang Mai, Chaing Rai, Phayao, Nan and other provinces in the North of

Thailand at present. But finally, King Taksin, the king of Siam of the Thonburi period, won it

back from the Burmese, and the Lanna Thai Kingdom became a dependency of Siam (former

name of Thailand) and Chiang Rai was ruled as a frontier town until 1933 when it became a

province of Siam.

Source: http://www.thaiwaysmagazine.com/chiang_rai/chiang_rai_history.html

http://www.wayfarersthailand.com/chiangrai.html

2.1.2 History of restaurant

France was the birthplace of what we now call the restaurant, this happened toward

the end of the eighteenth century. With the exception of inns, which were primarily for

travelers and street kitchens where in Europe at that time could one purchase a meal outside

the home. Essentially in places where alcoholic beverages were sold, places equipped to

serve simple, inexpensive dishes either cooked on the premises or ordered from a nearby inn

or food shop, along with wine, beer, and spirits, which constituted the bulk of their business.

Such tavern-restaurants existed not only in France but also in other countries.

Restaurants range from unpretentious lunching or dining places catering to people

working nearby, with simple food served in simple settings at low prices, to expensive

establishments serving refined food and wines in a formal setting. In the former case,

customers usually wear casual clothing. In the latter case, depending on culture and local

traditions, customers might wear semi-casual, semi-formal, or formal wear.

Typically, customers sit at tables, their orders are taken by a waiter, who brings the

food when it is ready, and the customers pay the bill before leaving. In finer restaurants there

will be a host or hostess or even a maître d'hôtel to welcome customers and to seat them.

Other staff waiting on customers includes busboy and sommeliers.

Source: http://www.foodtimeline.org/restaurants.html

2.1.2.1 The Restaurant Revolution

An eye-witness, Grimod de La Reyniere advances three reasons why restaurants

emerged in France with the French Revolution: the rage for English fashions, including the

taking of meals in taverns, the influx of large numbers of revolutionary deputies from the

provinces, and cooks seeking re-employment after the break-up of the aristocratic

households. We need to remember that the near universal way to serve meals until this time

(1825) was to place the pot of pots on the table for all to share. In fancy dining, the artistic

creation was at the table. Hotels served limited ranges at fixed time. The caterers did not

provide portions, but whole courses anyone who wished to entertain a few friends must order

them well in advance. With the restaurant, artistic creation became the individual plate. In

one blow, high quality became publicly available; even more significantly, cooking, sharing

was individualized. Restaurants hastened the emergence of the sovereign consumer. At the

table of first-class restaurateurs, any person could dine as well as a prince."

According to contemporary dictionaries, a restaurant is simply an eating place, an

establishment where meals are served to customers. By this definition, restaurants by

whatever name they have been given--are almost as old as civilization. The ruins of Pompeii

contain the remnants of a tavern which provided foods and wines to passers by the prime

function to these early eating places was to cater to the needs of people away from home

who, unless they had brought their own food and cooks with them, were obliged to take

whatever was available or go hungry. From the second half of the 17th century there were

cafes, public places where people could meet and talk, eat and drink. (A History of Cooks and

Cooking, Michael Symons [University of Illinois Press: Urbana IL] 1998 (p. 289-293)).

2.1.3 History of Thai Food

Thai food is internationally famous. Whether chili-hot or comparatively bland,

harmony is the guiding principle behind each dish. Thai cuisine is essentially a marriage of

centuries-old Eastern and Western influences harmoniously combined into something

uniquely Thai. Characteristics of Thai food depend on who cooks it, for which it is cooked,

for what occasion, and where it is cooked. Dishes can be refined and adjusted to suit all

palates.

Originally, Thai cooking reflected the characteristics of a waterborne lifestyle.

Aquatic animals, plant and herbs were major ingredients. Large chunks of meat were

eschewed. Subsequent influences introduced the use of sizeable chunks to Thai cooking.

With their Buddhist background, Thais shunned the use of large animals in big chunks. Big

cuts of meat were shredded and laced with herbs and spices. Traditional Thai cooking

methods were stewing and baking, or grilling. Chinese influences saw the introduction of

frying, stir-frying and deep-frying. Culinary influences from the 17th century onwards

included Portuguese, Dutch, French and Japanese. Chilies were introduced to Thai cooking

during the late 1600s by Portuguese missionaries who had acquired a taste for them while

serving in South America. Thais were very adept at "Siamese sing" foreign cooking methods,

and substituting ingredients. The ghee used in Indian cooking was replaced by coconut oil,

and coconut milk substituted for other dairy products.

Overpowering pure spices were toned down and enhanced by fresh herbs such as

lemon grass and galangal. Eventually, fewer and less spices were used in Thai curries, while

the use of fresh herbs increased. It is generally acknowledged that Thai curries burn intensely,

but briefly, whereas other curries, with strong spices, burn for longer periods. Instead of

serving dishes in courses, a Thai meal is served all at once, permitting diners to enjoy

complementary combinations of different tasters.

A proper Thai meal should consist of a soup, a curry dish with condiments, a dip with

accompanying fish and vegetables. A spiced salad may replace the curry dish. The soup can

also be spicy, but the curry should be replaced by a non-spiced item. There must be harmony

of tastes and textures within individual dishes and the entire meal.

Source: http://thaigrocer.com/aboutthaifood.html

2.1.3.1 Thai Fusion Food

Fusion cuisine combines elements of various culinary traditions while not fitting

specifically into any. The term generally refers to the innovations in many contemporary

restaurant cuisines since the 1970s. While fusion cuisine is a general term for the

combination of various forms of cookery, the concept can take several forms. One approach

is regional fusion that combines the cuisine of a region or sub-region into a single eating

experience. Of these sorts, Asian fusion restaurants have become popular in many parts of the

United States, often featuring Indian, East Asian, and South-East Asian dishes alongside one

another and offering dishes that are inspired combinations of such cuisines.

Another incarnation of fusion cuisine the more eclectic approach, featuring original

dishes using varieties of ingredients from various cuisines and regions and combining them.

Such restaurants are often trendy and have no singular thematic cohesion other than

innovative eclecticism in their menus. Such a restaurant might feature a wide variety of

dishes inspired by combinations of various regional cuisines with new ideas.

Since fusion cuisine is a general term, it is legitimately applied to either sort of

restaurant. While many diners feature dishes from Greek, Italian, and sometimes Asian

cuisines side-by-side, these restaurants are generally not considered fusion as they fail to

combine any elements of the cooking styles and also have no over-arching fusion or eclectic

theme.

Source: http://www.whatson-thailand.com/default/content/view/62/73/

2.1.4 History of Europe food

European food has a distinct flavor and rich history. The food in Europe can be

characterized by four categories: meats, sugar, cereals, and fats. Meats include tripe, fish,

blood sausages, and wild game. Brought from India and the New World, cane sugar became a

necessary ingredient in European recipes and foods. Europeans loved the sweet taste and the

demand for sugar cane grew at the end of the 17th century. Cereals are the most important

ingredients in European cuisine. Flour, bread, wheat, oats, and other grains provide people

with the most nutritious and healthy meals. During the 18th century, though, new crops rose

to popularity. Maize and potatoes were brought from the New World and became favorite

foods in Northern Europe. Rice and pasta especially grew famous in Spain and Italy. Peas

and beans are still a staple food in Europe. However, their popularity diminished over time as

potatoes and cereals took their place as the main foods. The most used fats in Europe are

olive oil, lard, and butter. Today, fats are indispensable as they are almost always used when

cooking. Coffee, tea, alcoholic beverages, and chocolate are the most well-known drinks in

Europe. Since water was not being purified until recently and was not safe to drink, it was not

considered a beverage for a long time. Instead, wine, beer, ale, gin, and whiskey were the

most popular drinks in Europe. Coffee, chocolate, and tea were brought from Africa,

America, and Asia. Today, all of these drinks are popular, but pure water is consumed a lot

more than it was a few centuries ago.

2.1.4.1 Italian cuisine has developed over the centuries. Although the

country known as Italy did not unite until the 19th century, the cuisine can claim traceable

roots as far back as the 4th century BCE. Through the centuries, neighboring regions,

conquerors, high-profile chefs, political upheaval and the discovery of the New World have

influenced its development. Italian cuisine has a great variety of different ingredients which

are commonly used, ranging from fruits, vegetables, sauces, meats, etc. In the North of Italy,

fish (such as cod, or baccalà), potatoes, rice, maize, corn, sausages, pork, and different types

of cheeses are the most common ingredients. Pasta dishes with lighter use of tomato are

found in Trentino-Alto Adige and Emilia Romagna.

2.1.4.2 French cuisine has evolved extensively over centuries. The national

cuisine started forming in the middle ages due to the influence of the work of skilled chefs

and various social and political movements. Over the years the styles of French cuisine have

been given different names, and have been modified by various master-chefs. During their

lifetimes, these chefs have been held in high regard for contributions to the culture of the

country. The national cuisine developed primarily in the city of Paris with the chefs to French

royalty, but eventually it spread throughout the country and was even exported overseas.

The modern restaurant has its origins in French culture. Prior to the late 18th century,

diners who wished to "dine out" would visit their local guild member's kitchen and have their

meal prepared for them. However, guild members were limited to producing whatever their

guild registry delegated them to. These guild members offered food in their own homes to

steady clientele that appeared day-to-day but at set times. The guest would be offered the

meal table d'hôte, which is a meal offered at a set price with very little choice of dishes,

sometimes none at all.

Source: http://en.wikipedia.org/wiki/French_cuisine

http://en.wikipedia.org/wiki/Italian_cuisine

http://www.worldwidewebawards.net/Food/Europe.html

2.1.5 History of Bar

There have been many names throughout history for establishments where people

gather to drink alcoholic beverages. Even when an establishment uses a different name, such

as "tavern," the area of the establishment where the bartender pours or mixes alcoholic

beverages is normally called "the bar." The sale or consumption of alcoholic beverages was

prohibited in the first half of the 20th century in several countries, including Finland, Ireland,

Norway, and the United States. In the United States, illegal bars during Prohibition were

called speakeasies or blind pigs.

A bar is a retail business establishment that serves alcoholic drinks such

as beer, wine, liquor, and cocktails for consumption on the premises. Bars provide stools or

chairs that are placed at tables or counters for their patrons. Some bars have entertainment on

a stage, such as a live band, comedians, go-go dancers, or strippers. Bars which offer

entertainment or live music are often referred to as music bars or nightclubs. Types of bars

range from dive bars to elegant places of entertainment for the elite.

Many bars have a happy hour to encourage off-peak patronage. Bars that fill to

capacity sometimes implement a cover charge or a minimum purchase requirement during

their peak hours. Such bars often feature entertainment, which may be alive band or a disc

jockey playing recorded music.

The term "bar" is derived from the specialized counter on which drinks are served.

Patrons may sit or stand at the bar and be served by the bartender, or they may sit at tables

and be served by cocktail servers. The "back bar" is a set of shelves of glasses and bottles

behind that counter. In some establishments, the back bar is elaborately decorated with

woodwork, etched glass, mirrors, and lights.

2.2 Interesting Information on Background & Origin of Cocktail

Cocktail is a drink made by mixing one or two liquors, mainly with fruit juices, water,

ice, sugar, honey and bitters. Herbs, cream and milk are also added to the drink sometimes, to

enhance its taste. Liquors like gin, whisky, vodka, beer, wine, rum and brandy are commonly

used to make cocktails. The history of cocktail, which was originally a mixture of distilled

liquor, water, sugar and bitters, dates back to a couple of centuries. Want to know more? If

yes, them read on to get some interesting information on the background and origin of

cocktails.

The history of cocktail dates back to the nineteenth century. The earliest reference to

the term 'cocktail' has been found in an American magazine 'The Balance', published in May

1806. It stated that "cocktail is stimulating liquor, composed of spirits of any kind, sugar,

water and bitters". According to the historical records, 'martini' was one of the first cocktails

prepared in California, which is considered to be the birthplace of the beverage. The

American recipe for the drink was formulated in 1862. Four parts of sweet red vermouth and

one part of gin were blended together, to form martini, which was garnished with cherries.

It is believed that Professor Jerry Thomas, a bartender of the old Occidental Hotel in

San Francisco, prepared martini (cocktail) for a gold miner, when he was on his way to

Martinez, in California. The recipe for cocktail mentioned in 'Bartender's Guide' (1887), by

Jerry Thomas, consisted of Old Tom gin, sweet vermouth, a dash of maraschino and bitters,

as well as a slice of lemon and two dashes of gum syrup as the ingredients. By the beginning

of 1900, martini had gained immense popularity nationwide. It spread to other parts of the

country as well. This marked the beginning of the golden period of cocktails.

2.2.1 Birth of Margarita

The period between 1934 and 1959 is said to be the time, when enticing cocktail

recipes were invented. One of the most popular cocktail recipes - Margarita - originated in the

early 1948. As per historical records, in 1948, Margarita Sames hosted a poolside Christmas

party at her vacation home in Acapulco, Mexico. A game was organized in the party, in

which she had to mix drinks, which her guests would test and rate. She mixed three parts of

tequila with one part triple sec and the same amount of lime. To her surprise, the drink, thus

derived, was very tasty. It was approved by the guests as well. The cocktail gained

popularity, traveled from Texas to Hollywood, and spread across other parts of the country.

With this, 'margarita cocktail' became a popular drink in the country.

2.2.2 Five Famous Cocktails and Where They Were Born

The Sidecar

A classic cocktail dating back about 100 years, the Sidecar

mixes equal parts brandy or Cognac, Cointreau and lemon juice. The

origin of the Sidecar is largely debated, but popular wisdom is that the

drink was probably first created in Paris sometime during or just

following WWI. In the 1948 book by David A. Embury, The Fine Art

of Mixing Drinks, the author credits the invention of the drink to an

American Army captain in Paris during WWI.

The Manhattan

Often called the “King of Cocktails” or the “Drinking Man’s

Cocktail,” The Manhattan is a very potent drink and one of the

legendary six classic cocktails included in David Embury’s famous

book, The Fine Art of Mixing Drinks. The Manhattan is a cocktail

made with a mixture of whiskey, sweet vermouth and bitters and

garnished most often with a maraschino cherry.

On the Rocks

Some of the best-known drinks are lowball, or those

served on the rocks without the high volume mixers you find in

highballs. Lowball are mixed drinks that are mostly made of a

mix of distilled spirits which are either shaken and strained over

ice or built in the glass and stirred. You'll find these drinks are

more alcoholic than highballs, but as the ice melts they are

diluted to a perfect mixture. A few of these cocktails are also

commonly shaken then strained into a cocktail glass for a neat, up

alternative.

Martinis & Other up Drinks

The Martini is the classic of classic cocktails, but there are many

variations of the dry drink that, although not technically Martinis are

often referred to as such. To be technical about it these drinks are neat

drinks, served in a cocktail, or martini, glass, but popular culture has

deemed them all to be martinis. At any rate, these include some of the

most popular up drinks, a few classics and a few more modern creations

born out of the cocktail resurgence of the last few decades.

The Mai Tai

The fruity, tropical Mai Tai is another cocktail with

conflicting stories of origin. The drink, which is made of a mixture

of white and gold rum, pineapple juice, orange and/or lime juice,

is of American origin despite its Polynesian name. The favored

history, however, is that the drink was first created by Victor

Buergon, better known as “Trader Vic” who invented the cocktail

at the Polynesian-style restaurant in Oakland, California that bore his name.

Source: http://en.m.wikipedia.org/wiki/Bar_(establishment)

http://lifestyle.iloveindia.com/lounge/history-of-cocktails-4829.html

http://cocktails.about.com/od/cocktailrecipes/u/popular_cocktails.htm

http://www.bootsnall.com/articles/08-10/10-famous-cocktails-and-where-they-were-born.html

2.3 The Situation of Industry

Unique and exciting, the market for fusion food in Thailand is continually growing as

the cuisine suits the contemporary lifestyle of young working professionals. Fusion food in

Thailand is not only a reflection of gastronomic culture but also represents tastes and lifestyle

values of people in contemporary society. As for fusion food in overseas market, the cuisine

is prevalent and popular in many countries. It is considered as an expression of boundless

contemporary world. Still, there often are comments that say fusion food disrespects original

traditions. However, with the culinary trends in the current globalized world, fusion food is

believed to be in trend for a long time.

One of the notable fusion restaurants in Thailand, Greyhound Café showcases its

creative concept through cool and tasteful atmosphere and serves such tasty fusion recipes as

larb pla salmon, which combines western ingredient like fresh salmon with pungent Thai

flavors.

Our present world is changing rapidly. So, Thailand cannot avoid this trend, life is full

of stress and a limited of time. The way of living and food consumption behavior is a change

from the past that it has a limited of food to survive or to sustain life to consume of each

individual like to eat from asset or the position because it has a lot of food to choose. Chiang

Rai food industry in currently, food production has expanded to fulfill the needs of

consumers and social change. Many restaurants in Thailand have the cooking techniques

from abroad for the exotic taste of food that make the food consumption behavior of Chiang

Rai people changing from the past they cooking at home start eating outside the home.

Because of Chiang Rai is the place that has many foreigners come to visit all time that make

the restaurant business expanding rapidly and Chiang Rai economy is growing steadily. We

saw Thai fusion restaurants in Chiang Rai has not much so we are opening Thai fusion

restaurant in Chiang Rai for increase the options for consumers to choose.

Source: http://www.unileverfoodsolutions.co.th/our-services/your-guests/trend_and_insight/fusion_live

2.4 Product and Service (in General)

We have main product is Thai fusion food menu that there are apply from Thai food

and foreign food mix together and also have bar of cocktail.

2.4.1 Product

2.4.1.1 Thai Fusion Food

Curry-fried Salmon

Black Cod with coconut milk soup sauce

Tuna Thai saladwith lemon grass and mint

Bacon Thai Salad

Pasta with northern Thai sausage

Fried pork with pickled bean curd sauce

Salmon roe Papaya salad

Spicy Salmon and shrimp salad

Spaghetti with Hot and sour soup sauce

Spaghetti with spicy seafood

Ham Cheese Spring rolls

BananaMango Yogurt smoothies

Banana Flambe & Ice Cream

Ice-cream Mango with sticky rice

Durian cheese cake

Etc.

2.4.1.2 Cocktail

The Sidecar

The Manhattan

On the Rocks

Martinis & Other up Drinks

The Mai Tai

2.4.2 Service

Service is extremely important in restaurant. We always give the service mind for

people will come to the restaurant for our food and our service. Customers always want to

recieve care service. It can make them to customer loyally and give word of mouse to other

people which by the way to promote our restaurant.

Chapter 3

Market Feasibility Study

3.1 Marketing Analysis

3.1.1 General Environment Analysis

3.1.1.1 Politic

From Government Policy support Thai food in the project is “Thai kitchen to the

world”.Ministry of Public Health, Provincial Chief Medical Officer and Director of Hospital

are cooperation about the project of Thai food clean and security for increasing performance

and high capability to consumer and create Thai food standard for the international.

And then have 2 important departments that there are ministry of public health and

national bureau of agriculture commodity and food standards (ACFS). There are accepted

that the government policy.

Ministry of public health

The office of supporting of food security is the institute of Department of Medical

Sciences and this department will take care about food security. This department will test and

guarantee of the location and production standard that use GMP (Good Manufacturing

Practice) for testing security about Wholesale market, Fresh market, Restaurant, hospital

,school and etc.

The Raising quality project of Thai restaurant for supporting and promotion of Thai

government policy. They have goal of operation is 3periods that it means first period:

Improve the quality standard of Thai restaurant and training human resources. Second period:

develop the guarantee of restaurant quality standard in Thailand (Certification and

Accreditation) and extend the operation results around the area that navigate to others

province which have performance and province is popular place for tourism. Third period:

supporting and setting standard guarantee system for make sure quality of Thai restaurant that

can accept in ASEAN.

National bureau of agriculture commodity and food standards (ACFS)

They have Q symbol and certification for guarantee raw material which have clean

and safety for consumer. In Restaurant sector are distribution channel in Q product for using

in the kitchen and make sure which restaurant use Q product is a clean and safety restaurant

for guarantee to customer.

Operations: Measurement of the certificate raw material (not necessary use every

type of raw material)

Give the sign “Q Restaurant that use good and high quality raw material” by in the

sign will identify type of raw material.

3 period of the certification.

ACFS created website and online guidebook of restaurant in the project for promote

too many people.

Having to check and monitor for make sure Q restaurant must use good and high

quality raw material.

Q Restaurant in Chiang Rai has 7 restaurants

TumTimLuang

ChaiReeFresh Milk

MK Restaurant

SaBunNgaRestaurant

The salad house

Phulae Restaurant

LibBung Restaurant (rice steamed with chicken soup)

3.1.1.2 Economic

Overview of Thai economic 2012, according to SCB Economic Intelligence Center

(EIC), “ increasing to adaptation growth of Thai economic 2012 is 5.6-5.8% is result from

optimal point are industry that grow up again to produce similar to performance in quarter 2

that quicker than that estimate in quarter 3 and quarter 2. The government has money to pay

for investment from act of borrow money about 350,000 million baht that pass the process of

law to get faster than estimate.” So, rate of general inflation is not decrease 3.5-4% because

the price of energy increasing from stressful between east and Iran and price of labor that

increase follow government policy. For rate of inflation that estimate that it still in purpose in

bank of Thailand that may make rate of interest policy still in 3% until the end of the year.

As for outlook in 2012, the Fiscal Policy Office pointed out that the implementation

of the Government’s restoration and rehabilitation measures would be a supporting factor to

spur the Thai economy. Private consumption is likely to grow by 3.8 percent. The

Government’s policies of raising the daily minimum wage and the starting salary for new

graduates holding bachelor’s degrees and working in the public sector would stimulate public

spending.

Private investment is expected to grow by 10.3 percent, with the Government’s post-

flood rehabilitation as a supporting factor. The effect of the global economic slowdown is

likely to bring down Thailand’s export growth to about 9 percent. The government spending

would grow by 4.5 percent.

Source: http://thailand.prd.go.th/view_news.php?id=6066&a=2

GDP growth forecast

In this figure, economic data for May suggest Thailand's economic recovery is on

track despite the European crisis, and the Finance Ministry has upgraded its GDP growth

projection to 5.7 per cent, from 5.2 per cent estimated previously.

According to SomchaiJujjapongse,a senior ministry official. "Household

consumption, private investment and public investment will be key drivers for growth, and

the risk is the health of banks in Europe and its impact on the rest of the world. Trend to

growth of many industry such as car jumped 137.5 per cent, motorcycle sales 14.7 per cent,

private investment, as sales of commercial vehicles rose by 85.8 per cent compared with May

2011, import of capital goods also expanded 21.3 per cent, and tourist arrivals increased 8.3

per cent in the January-to-May period.

In these figure showed that Thailand’s Economic Situation for May 2012 to 28 June

2012

Source:http://www.fpo.go.th/FPO/member_profile/itadmin/upload/file/Monthly%2028%20J

une%202012%20Eng(1).pdf

From of all above information, Thai economic in 2012 will have trend to grow up and

it is the good opportunities for new investor and people who run a business. Especially, it

makes consumers have more consumption and money good flow in the country. Therefore,

Thailand economics is good; it makes business in Thailand also good that it mean our bar and

restaurant business have good opportunities to start and grow up. So, LaLanTa Bar &

Restaurant have medium price of food and drinking that appropriate with quality that

everyone can touch.

3.1.1.3 Social

The past, Thai Life Society was very simple and always been the way to make a

living for agriculture. Thai people are a group of people that living and help together because

Thai people habits were based mainly on religion, tradition and culture. So, people in Thai

society are care other feeling, thinking and action because they are want to be a person

whosocially accepted and want to have value in the social (Panyathai.or.th)

At the present time, Thai society is more changing because the changing of

environment and time that has more connecting for trade, the relationship with other

countries that got foreign culture to adapt with Thai society and the development of

technology. So that it makes Thai society is grow up and also make value and culture of Thai

societychanged. Then Thai people more concern about the value and does something that

people in Thai society accept.Such as the value of foreign goods and service; Most Thai

people believe about product made in Thailand is quality not good but product that import

from other country is better and if somebody buy those, this people will look like rich and a

good image (webcache,2009)and especially, the value of consumption; (According to

Pinviset, life and Thai culture, 2550) say, “Thai people like to buygoods and service has

brand and comfortable that mean expensive thing. ” Andespecially food, Thai people like to

eat international foods that always havebrand or famous brand like imitate foreign

culture.Such as Mk restaurant, KFC, Pizza Hut, Fuji restaurant and etc.

Thai people are more connection by meeting and hang out with others people. When

people tired from finished working then hungry, most people want to relax or looking for

some restaurant that makes them happy and relaxes with their friends or family. Bar and

restaurant is a good choice for people who want to meeting and hang out. The first

impression that make them come to bar and restaurant are design or decoration of shop, good

test food and good service. So, LaLanTa Bar and Restaurantis different from other restaurant

business in local area in Chiang Rai by mix and match Thai culture and international culture

in our food menu is Thai and Thai fusion food and decorate Thai modern style both indoor

and outdoor of the restaurant.

3.1.1.4 Technology

Nowadays, Technology is very important and influencing for human life, then when

time changed that make technology also more changed. So people must improve oneself all

the time because technology is a part one of life that related to the development of human

life.

Normal technology that people know or always use are teleconference; computer,

Telephone and Television, networking system; internet, LAN , Wi-Fi , 3G and so

on(vcharkarn,2012).This technology makes people have more relationship in the social that it

mean using technology help for development in social or it is call “Social Network”.

Social Network is an online service, platform, or site that focuses on facilitating the

building of social networks or social relations among people who, for example, share

interests, activities, backgrounds, or real-life connections.Most social network services are

web-based and provide means for users to interact over the Internet, such as e-mail and

instant messaging (mashable,2012). Such as The Pizza Company have web side and

appreciation on mobile phone to place their orders.

Most Business use social network and networking system for make more benefit in

your business. It is a good opportunity for promote or make a profit. So, the creation of a

strange point of Bar & Restaurant is very important and a good or fast service also is the part

of strange point. Therefore, in a service must use technology for help and respond a need of

customer on time. For example, Technology that use in Restaurant;

Application in smart phone: Customers can views about information of LaLanTa

Restaurant for example, telephone number, and map. Customers can call to reserve of

the seat and select the menu in beforehand. Customers must be tell that time to eat by

they will be called to confirm the appointment before 1 hour.

Conditions in the using application.

You must be sign and registered as a member of the restaurant.

Customers must be tell code back in member card for to use the information to check

in case the customer defaulted or no notify to our restaurant when they want to a

cancel because our restaurant may be damaged.

Pocket PC: it is receiving orders that help faster service when some case have many

customers but it can order before have a seat.

Wireless: it is the connecting system of computer that makes customer can use Wi-Fi in this

area.

3.2 Competition Analysis (3C Analysis)

Competitor analysis can separate into 2groups: direct competitor and indirect

competitor for easy to understand about competitor.

3.2.1 Competitor Analysis

Direct Competitor

1. Chiang Rai Coconuts Bar and Restaurant

Chiang Rai Coconuts Bar and Restaurant price is about 100-250 baht

Coconuts Bar and Restaurant is situated in lively Jet Yot road in Chiang Rai. It is an

establishment where they endeavor to provide top quality Western and Thai food without

emptying your pockets. Apart from the excellent food there are 2 sound systems with a total

of 13 speakers, 2 flat screen LCD screens and small TV showing live sports, news and

occasional film. Why not relax with a game of pool or try your hand with the arrows. The

staff is always happy to test your skills but be warned, they are pretty good. They also offer

free internet.

Source: http://www.globaltravelmate.com/asia/thailand/chiang-rai/chiang-rai-nightlife/1345-

chiang-rai-coconuts-bar-and-restaurant.html

2. TOMOMI Japanese Restaurant & Bar

Tomomi Bar&Restaurant price is about 250- 500 baht.

Tomomi Japanese Restaurant serves authentic tasting and traditionally prepared

Japanese cuisine. With a menu consisting of the familiar favourites, Tomomi Japanese

Restaurant attracts its guests with superb flavours and original recipes. Family friendly and

offering excellent customer service, this place is definitely worth a visit when in the area.

Source: http://www.truelocal.com.au/business/tomomi-japanese-restaurant/kew

3. Chiang Rai Ram-Luek.

This loft-inspired hangout venue feels more like a cosy lounge. It is located inside a

historic three-storey building, overlooking the Clock Tower. The first floor has a café-style

setup, with low tables and teakwood chairs scattered across concrete flooring while the

second floor is the bar and lounge area where you can enjoy a few cocktails on the terrace

while watching the world go by. A café by day, Kafee Hub offers a selection of international

and Thai dishes on its menu. After sunset, the mood shifts to a mellow, retro-style cocktail

lounge, ideal for lazing away the night.

Chiangrai Rum Luek Restaurant is about 100-500 baht

Source: http://www.thaiwave.com/chiangrai/nightlife.htm

Indirect Competitor

1. Phu-Lae Restaurant

This air-conditioned restaurant is exceedingly popular with Thai tourists for its tasty,

but slightly gentrified northern Thai fare. Recommended local dishes include the

gaanghang·lair, pork belly in a rich Burmese-style curry, here served with pickled garlic, and

, herb-packed sausages.

Source: http://www.lonelyplanet.com/thailand/chiang-rai-province/chiang-

rai/restaurants/northern-thai/phu-lae#ixzz2DgabQO7M

2. Chiang RaiThe Sang Chan Restaurant

The Sang Chan Restaurant in Chiang Rai features International and Thai Cuisine as

well as light meals in the form of ‘snacks’ and has a well stocked Bar. Guests can dine either

in air-conditioned comfort or on the Terrace where the splendour of the star studded tropical

night sky can be fully appreciated. Every evening there is some form of entertainment such as

music and a singer, to enhance the pleasure of your evening meal. The Sang Tawan

Restaurant is another interesting possibility to enjoy a variety of authentic Thai Food with a

choice of both National and Northern Thai mouth watering dishes.

Source: http://www.globaltravelmate.com/asia/thailand/chiang-rai/chiang-rai-restaurants/462-chiang-

rai-the-sang-chan-restaurant.html

3. Old Dutch Restaurant Review Chiangrai

The Restaurant is on its 8th years in ChiangRai and is well known by foreigners and

local residents. The location is perfect to walk-in tourists, since it is along the main street of

the town and close to the famous Night-bazaar in the center of the city. The restaurant set-up

is almost perfect, an authentic “Old Dutch” style interior with 70 chairs.From the relaxed,

sidewalk café-style seating to the heartwarming European living room-style interiors, this

pleasant dining venue makes you feel right at home. Owned by a Dutch chef with over 18

years’ experience under his belt, the restaurant features nearly 300 items on its menu, which

covers just about every major world cuisine. Expect to find traditional European dishes as

well as regional specialties, such as Swiss cheese fondue, New Zealand oysters, Mexican

tacos, German sausages and even Indonesian curries. Another highlight here is its extensive

drinks list, featuring an assortment of imported European beers (Chimay, Warsteiner, Kwak

Dark, and Guinness), whiskeys, spirits and wines.The Restaurant has its own Bakery and

Bakery shop where they bake fresh Breads and pastries daily.This cozy, foreigner-friendly

restaurant is a good choice for those not quite ready for the city’s more authentic Thai

offerings. A variety of cuisines are available, not to mention exceedingly cheap draught beer.

Source: http://www.chiangraitimes.com/news/132.html

3.2.2 Customer Analysis

The customer is interest for every business and each business have different target of

customer. The main customer of bar and restaurant have 2 group.

The first, tourists are span of working age both Thai people and foreign people

because our business will open at Ha-Yaek Pho-Khun. It has Pho KhunMengRai Monument

is attractions that tourist or local people will come for worship. Ha Yaek Phor Khun has

many restaurants but not have bar and restaurant that is Thai Fusion Restaurant. According to

statistics of domestic tourism year 2554 (north) Ministry of Tourism and Sports that show in

table.

This statistic make our found that the most group of customer have span of working

age will come to Chiang Rai by reason about the food have delicious taste, so our bar and

restaurant must have good taste for food and drink. It makes customer like and remember the

brand of our bar and restaurant.

The second, every people in Meuang Chiang Rai district that come to Ha-Yaek Pho-

Khun or come to find restaurant. According to The provincial administration in Chiang Rai

found that Meuang Chiang Rai district have most population in december 2551 is 226,555

people. The population span of working age between 15-59 year old 69.59 %.The

Thai Tourists

(span of working age)

Foreign Tourists

(span of working age)

Tourists who come to Chiang Rai. 77.9% 22.1 %

Working age between 25-34 years old. 33.0%, 34.2 %,

Motivation to travels is the food has

delicious taste. 16 % 17.9

The most expense for food and drink of

Thai tourists that travel by yourself. 24.9% 15.3%

Thai tourists that travel by guides

company. 43.4 %. 15.9%

conclusions, our customer are tourists and local people that have span of working age and

interesting food have good taste.

Source: http://lib.payap.ac.th/webin/ntic/newpage/business/strategycr2553_2556.pdf

http://www.tourism.go.th/2010/upload/filecenter/file/StatSS54/N/CHAING%20RAI.pdf

3.2.3 Competitive Analysis

In Chiang Rai, bar and restaurant have little especially restaurant have Thai fusion

food.Our bar and restaurant will focus on new market channel. It is Thai fusion food that

make customer remember. The locations we will open in Ha-Yaek Pho-Khun, certainly this

area have many restaurants and interesting is tourist attraction or go to worship. We will

comparespecific bar and restaurants such as Chiang Rai Coconuts Bar and Restaurant,Chiang

Rai Ram-Luek,.TOMOMI Japanese Restaurant & Bar and our bar & restaurant is Flawless

bar & restaurant.

restaurant Strength weakness

1.Chiang Rai

Coconuts Bar and

Restaurant

- Good location: It is situated in lively

Jet Yot road.

-Foods and drinks are not expensive

-Have Western food

-Too small restaurant

2. Chiang Rai Ram-

Luek

-Vary good location: It is located

inside a historic three-storey building,

overlooking the Clock Tower.

-Have international and Thai dishes.

-The name of restaurant has strong:

can make customer remember.

-Car park not enough for

customer.

-Design of restaurant:not

suitable for the rainy season

3.TOMOMI Japanese

Restaurant & Bar

- Japanese cuisine.

-Good service: offering excellent

customer service.

-Have extensive area.

-Food not variety: only have

Japanese food.

4. Flawless bar &

restaurant.

-Good location: Ha-Yaek Pho-Khun

has many restaurant and tourist

attraction [Pho

KhunMengRaiMonument].

-Have Thai fusion food.

-Car park has a little for

customer.

3.3 STP Analysis

3.3.1 Marketing Segmentation

Marketing segmentation is a grouping consumer by some criteria, such that those

within a group will respond similarly to a marketing action and those in a different group will

respond differently. The market segmentation has the criterion follow as

1. Geography criterion

- restaurant have segmentation about people that live in Chiang Rai and people or

tourist in part of Thailand and other country such as people in North, South, East and

West of Thailand and foreign tourist that come to Chiang Rai.

2. Demography criterion

Age

Separate by people every age

People less than 18 years old but not sell alcohol

Age between 18-27 years old

Age over 27 years old

Income

People who have income middle and high level

3. Psychology criterion

Living format

Lifestyle of people who like convenience, good atmosphere while eating,

want to relax after tried from many works and want to enjoy with friend. And

the important thing are people who want to see about strange thing and the

taste of food that do not similar to other restaurant because our restaurant will

mix and match that people may think that it is not match but our restaurant

can adapt the taste of food to delicious and conform divisibly.

Value

Most people will select the restaurant or select the food follow the trend.

Especially in group of teenagers because the teenager are people that like to

innovate thing and have new thinking every time. Teenagers will come in the

restaurant when they see a lot of people come to this restaurant that it is a

follow other people or trend.

3.3.2 Target Market

The main target group

The people in group of male and female that living in Chaing Rai and other people

that live in other province or foreign that travel to Chaing Rai. The main targets groups in our

restaurant are the age of people that come to restaurant is over 27 years old that it is a middle

aged person that like to hang out with friend. This target group will focus that good

atmosphere while eating, want to relax after tried from many works in office, people who like

to listen to music want to enjoy and get together with friend. This group is in high level in

consumption, they will focus on food and drinks in high price because most people in this

group have stable in working or occupation and have high income.

The second target group

The people in group of male and female that living in Chaing Rai and other people

that live in other province or foreign that travel to Chaing Rai. The second target groups in

our restaurant are the age of people that come to restaurant is between 18-27 years old which

it is the beginning of teenagers and the ending of teenagers because this target group like to

innovate thing and have new thinking every time, like to get together with friend, like to

follow the trend and like to eat food and drinks that strange from other restaurant and people

who like to listen to music. This group is in middle level in consumption; they will focus on

food and drinks in medium price because most people in this group still study and have

unstable in working or occupation and they have low income.

Customer that

coming to our

restaurant

Eating by trend

Age over 27 years

old

People in all provinces

in Thailand

People who like to strange in

food (fusion food) & drinks

People who like a good

atmosphere (music service

& environment)

Foreign that travel to

Chiang Rai

3.3.3 Product Positioning

Lalanta bar&Restaurant

The position of product in our restaurant is high technology that our restaurant will

use technology in order menu by build the application program on mobile that customers can

order the food on application and have webpage on facebook. And the other technology is our

restaurant use a pocket PC that comfortable and fast for order the menu, the customers can

add order or cancel order. The all information will send to kitchen suddenly. The special

things of our restaurant will focus about fusion food that a special menu which other

restaurant do not have, our restaurant make menu that integrate between Thai food and other

country foods, it is a integrate divisibly. Moreover, our restaurant provides a good

atmosphere because the restaurant decorated in modern style. There are many facilitates in

the restaurant such as Wi-Fi service, have music band for enjoyment while eating and have

area in outdoor for make the people feel good and see atmosphere outside restaurant. The

price of Lalanta bar & restaurant is about 80-450 baht,we will provide a good quality of the

food that appropriate in the price.

High technology

Moderate fusion High Fusion

food food

Moderate technology

LaLanTa Restaurant Chiangrai rum luek restaurant

Coconut bar&restaurant Tomomi bar&Restaurant

3.4 Marketing Mix Strategy

3.4.1 Product strategy

Product different would be used as our strategy. Differentiate in product form of

restaurant to be fusion style by mix Thai food and foreign food. So, it will get the new test of

full-flavored. The differentiate style, it is beautiful look. Now, we have 10 Manu in case. And

we have planned to create new Manu every 1 month and design to adapt with season for food.

However, we create to set of food that the customer can choose set of food with themselves.

We have shown to process of cook for customer can see to process, quality of material

and cleanliness of cooking.

There are 15 special Manu as follow:

Curry-fried Salmon

Black Cod with coconut milk soup suace

Tuna Thai salad with lemon grass and mint

Bacon Thai Salad

Pasta with northern Thai sausage

Fried pork with pickled bean curd sauce

Salmon roe Papaya salad

Spicy Salmon and shrimp salad

Spaghetti with Hot and sour soup sauce

Spaghetti with spicy seafood

Ham Cheese Spring rolls

Banana Mango Yogurt smoothies

Ice-cream Mango with sticky rice

Banana Flambe & Ice Cream

Durian cheese cake

Tom Yum Koong

Pad Thai

Green curry with chicken

Satay

Massaman

3.4.2 Branding Strategy

We set the brand in Thai language. It short and easy to member with this word.The

brand is “LALANTA” bar and restaurant. This brand that mean “Varity” and “Exciting”.

Therefore, we create the logo for identify to our brand. Logo is black tone that mean to

simplicity but beautiful. Logo has elephant to symbol of Thailand.

3.4.3 Price Strategy

LaLanTa bar and restaurant use the cost base strategy and compare the price with

competitor for the cost base strategy. We calculate the cost of material. And we set moderate

price that compare with competitor, such as Chiang Rai Ram-Luek, Tomomi Japanese

Restaurant & Bar, and Chiang Rai Coconuts Bar and Restaurant.

Price of Manu

Manu Price

Curry-fried Salmon 459

Black Cod with coconut milk soup sauce 349

Tuna Thai salad with lemon grass and mint 239

Bacon Thai Salad 269

Pasta with northern Thai sausage 249

Fried pork with pickled bean curd sauce 169

Salmon roe Papaya salad 259

Spicy Salmon and shrimp salad 289

Spaghetti with Hot and sour soup sauce 249

Spaghetti with spicy seafood 249

Ham Cheese Spring rolls 169

Mango Yogurt smoothies 129

Banana Flambe& Ice Cream 119

Ice-cream Mango with sticky rice 179

Durian cheese cake 249

Tom Yum Koong 189

Pad Thai 129

Green curry with chicken 189

Satay 89

Massaman 189

Water Drinking (per bottle) 15

Ice (per bucket) 15

Sidecar 159

Manhattan 159

On the Rocks 159

Martinis & Other up Drinks 159

Mai Tai 159

Compare with competitor

Chiang Rai Coconuts Bar and Restaurant

Coconuts Bar and Restaurant is situated in lively Jet Yot road in Chiang Rai. It is an

establishment where they endeavor to provide top quality Western and Thai food without

emptying your pockets. Apart from the excellent food there are 2 sound systems with a total

of 13 speakers, 2 flat screen LCD screens and small TV showing live sports, news and

occasional film. Why not relax with a game of pool or try your hand with the arrows. The

staff is always happy to test your skills but be warned, they are pretty good. They also offer

free internet.

Price of Menu

Menu Price

Tom Yum Koong 189

Pad Thai 129

Green curry with chicken 189

Satay 99

Massaman 189

TOMOMI Japanese Restaurant & Bar

Tomomi Japanese Restaurant serves authentic tasting and traditionally prepared

Japanese cuisine. With a menu consisting of the familiar favourites, Tomomi Japanese

Restaurant attracts its guests with superb flavours and original recipes. Family friendly and

offering excellent customer service, this place is definitely worth a visit when in the area.

Price of Menu

Menu Price

Tom Yum Koong 199

Pad Thai 139

Green curry with chicken 179

Satay 129

Massaman 159

Chiang Rai Ram-Luek

This loft-inspired hangout venue feels more like a cosy lounge. It is located inside a

historic three-storey building, overlooking the Clock Tower. The first floor has a café-style

setup, with low tables and teakwood chairs scattered across concrete flooring while the

second floor is the bar and lounge area where you can enjoy a few cocktails on the terrace

while watching the world go by. A café by day, Kafee Hub offers a selection of international

and Thai dishes on its menu. After sunset, the mood shifts to a mellow, retro-style cocktail

lounge, ideal for lazing away the night.

Price of Menu

Menu Price

Tom Yum Koong 159

Pad Thai 79

Green curry with chicken 159

Satay -

Massaman -

3.4.4 Place

The most important of the doing business is location and convenience to the

customers who use our services. The our restaurant Hah Yek Phor Khun because it is the

center and famous of Chiang Rai, a place is the main road that both have Thai and foreigners

tourists come to worship which the target group of our shop. So Hah Yek Phor Khun is the

appropriate place for restaurant style Thai & Modern.

We use Pull Marketing Strategy to attract customers to know our restaurant by focus

on advertising and promote both restaurant and foods to be interesting and focus on our

positioning style. The our restaurant is different from other restaurant business in local area in

Chiang Rai by mix and match Thai culture and international culture in our food menu is Thai

and Thai fusion food and decorate Thai modern style both indoor and outdoor of the

restaurant.

3.4.5 Promotion

LaLanTa Bar & Restaurant use Pull Strategy to attract the customer come to our

restaurant. By created advertising to promote Thai fusion food and decorate Thai modern

style both indoor and outdoor of the restaurant. Our restaurants have sale promotion every

season, doing special promotion to customers, focus on makes customer happiness with good

testy of Thai fusion food and customers to participating in activities with our restaurant.

Advertising

Our restaurants have information about LaLanTa Bar & Restaurant and promotion for

people to know our restaurant such as brochure for advertising.

Grand opening

Our restaurant have grand opening on Sunday 29 December 2013. Therefore our

restaurant has promotion to promote and attractive customers. The promotion have 1 set is

customer come to restaurant more than 4 people buy more than 1,000 baht get discount 15 %

and free member card has value 300 baht. Specially, customers still get special food from

restaurant call “LaLanTa Set” include with food, drink, and dessert and can bring code in

member card to compete for the gift from restaurant has value of 1,000 baht that just have 10

pieces.

Special promotion

Our restaurants have the special promotion for special day such as Birthday,

Valentine day, Christmas Day, Anniversary Day and etc. For example, buy 1,000 baht get

free cocktail 1 glass.

Facebook

Our restaurant has the Facebook that is social network in order advertising and

promotes our restaurant and Thai fusion food and decorates Thai modern style. Customers

can know activities of LaLanTa Bar & Restaurant and they can share information and

impression in Facebook to people who can see. Our restaurant is use strategy word to word

for find new customers.

3.4.6 Expense Activity

Year: 1

Month Brochure Facebook OK Love

Radio

Bill Board Income

[Bath]

January 2,000 - 3,500 - 5,500

February 1,200 - 3,500 - 4,700

March 1,200 - 3,500 - 4,700

April 1,000 - 3,500 - 4,500

May 750 - 3,500 - 4,250

June 1,000 - 3,500 - 4,500

July 500 - 3,500 - 4,000

August 500 - 3,500 - 4,000

September 1,000 - 3,500 - 4,500

October 750 - 3,500 - 4,250

November 800 - 3,500 - 4,300

December 3,000 - 3,500 4,500 11,000

Total 13,700 - 42,000 4,500 60,200

Year: 2

Year: 3

Month Brochure Facebook OK Love

Radio

Bill Board Income

[Bath]

January 1,500 - 3,500 3,500 8,500

February 1,000 - 3,500 - 4,500

March 1,000 - 3,500 - 4,500

April 1,200 - 3,500 - 4,700

May 1,200 - 3,500 - 4,700

June 1,000 - 3,500 - 4,500

July 750 - 3,500 - 4,250

August 800 - 3,500 - 4,300

September 1,000 - 3,500 - 4,500

October 1,000 - 3,500 - 4,500

November 1,500 - 3,500 - 5,000

December 3,500 - 3,500 5,000 12,000

Total 15,450 - 42,000 8,500 65,950

Month Brochure Facebook OK Love

Radio

Bill Board Income

[Bath]

January 1,300 - 3,500 - 4,800

February 1,000 - 3,500 - 4,500

March 500 - 3,500 - 4,000

April 450 - 3,500 - 3,950

May 450 - 3,500 - 3,950

June 800 - 3,500 - 4,300

July 450 - 3,500 - 3,950

August 750 - 3,500 - 4,250

September 500 - 3,500 - 4,000

October 1,100 - 3,500 - 4,600

November 1,200 - 3,500 - 4,700

December 1,500 - 3,500 3,000 8,000

Total 10,000 - 42,000 3,000 55,000

Year: 4

Year: 5

Month Brochure Facebook OK Love

Radio

Bill Board Income

[Bath]

January 1,000 - 3,500 - 4,500

February 450 - 3,500 - 3,950

March 500 - 3,500 - 4,000

April 450 - 3,500 - 3,950

May 450 - 3,500 - 3,950

June 450 - 3,500 - 3,950

July 450 - 3,500 - 3,950

August 1,200 - 3,500 - 4,700

September 350 - 3,500 - 3,850

October 1,000 - 3,500 - 4,500

November 1,000 - 3,500 - 4,500

December 1,300 - 3,500 4,500 9,300

Total 8,600 - 42,000 4,500 55,100

Month Brochure Facebook OK Love

Radio

Bill Board Income

[Bath]

January 1,000 - 3,500 - 4,500

February 500 - 3,500 - 4,000

March 500 - 3,500 - 4,000

April 450 - 3,500 - 3,950

May 450 - 3,500 - 3,950

June 450 - 3,500 - 3,950

July 450 - 3,500 - 3,950

August 450 - 3,500 - 3,950

September 1,000 - 3,500 - 4,500

October 1,000 - 3,500 - 4,500

November 1,200 - 3,500 - 4,700

December 2,000 - 3,500 3,700 9,200

Total 9,450 - 42,000 3,700 55,150

3.5 Sale Forecast/ Profit Estimation

In Sale forecast, we will estimation by use the criteria of population in Chiang Rai.

There are about 1,227,317 people, population in Meuang Chiang Rai district 226,555 people

and population span of working age between 15-59 year old 157,660 people. So, we will

forecast 20% in the trend to eat Thai and Thai fusion food and have salary about 12,000-

50,000 bath because LaLanTa bar and restaurant is high quality and position so we have to

scope about forecast the customer;

157,660*20% = 31,532 person

Resourse : http://chiangrai.nso.go.th/nso/project/search/result_by_department.jsp

Visitors in 2010 have 2,288,218 per years or 190,685 per month, and we will estimate

about to Visitors of each month; 190,685*5% = 9,534 person per month

9,534/30 = 318 person per day

So the total of tourist in local Chiang Rai people and other people is 31,532+318 = 31,850

Table Forecast sale of the amount of visitor

2009 Thai 1,430,375

Foreign 249,873

Total 1,680,248 9.59

2010 Thai 1,903,623

Foreign 384,595

Total 2,288,218 10.5

Information will show the number of people who visit in Chiang rai.

Source: http://lib.payap.ac.th/webin/ntic/newpage/business/strategycr2553_2556.pdf

http://www.scbsme.com/th/business-knowledge/business/193/chance-and-impact

Table forecast sale of the amount of visitor

2011 Thai

Foreign

Total 2,033,100 10

2012 Thai

Foreign

Total 2,236,410 10

2013 Thai

Foreign

Total 2,460,051 10

2014 Thai

Foreign

Total 2,706,056 10

2015 Thai

Foreign

Total 2,976,661 10

We estimate 0.5% the customers from the population of Thai and foreign in 2012. So,

we estimate about customer which will be increasing 5% in year 2, 8% in year3, 10% in year

4, 15% in year5.

The percentage of customer increasing in next 5year.

forecast 2012 2013 2013

Increase

2014 2014

Increase

2015 2015

Increase

2016 2016

Increase

Thai 9,518 9,993 5% 10,792 8% 11,871 10% 13,651 15%

Foreign 1,922 2,018 5% 2,179 8% 2,396 10% 2,755 15%

Total 11,440 12,011 12,971 14,267 16,406

Forecast Sale Year 2013 (Unit)

Forecast of the pieces of product in year 1, 31 December 2013

2013

Product

Price

winter summer raining winter Total

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 1 day

1 Curry-fried Salmon 459 - - - - - - - - - - - 8 8

2

Black Cod with

coconut milk soup

sauce

349 - - - - - - - - - - - 10 10

3

Tuna Thai salad

with lemon grass

and mint

239 - - - - - - - - - - - 13 13

4 Bacon Thai Salad 269 - - - - - - - - - - - 11 11

5 Pasta with northern

Thai sausage

249 - - - - - - - - - - - 12 12

6

Fried pork with

pickled bean curd

sauce

169

- - - - - - - - - - - 15 15

7 Salmon roe Papaya

salad

259 - - - - - - - - - - - 13 13

8 Spicy Salmon and

shrimp salad

289 - - - - - - - - - - - 10 10

9 Spaghetti with Hot

and sour soup sauce

249 - - - - - - - - - - - 13 13

10 Spaghetti with

spicy seafood

249 - - - - - - - - - - - 10 10

11 Ham Cheese Spring

rolls

169 - - - - - - - - - - - 13 13

12 Mango Yogurt

smoothies

129 - - - - - - - - - - - 12 12

13 Banana Flambe&

Ice Cream

119 - - - - - - - - - - - 12 12

14 Ice-cream Mango

with sticky rice

179 - - - - - - - - - - - 5 5

15 Durian cheese cake 249 - - - - - - - - - - - 4 4

16 Tom Yum Koong 189 - - - - - - - - - - - 6 6

17 Pad Thai 129 - - - - - - - - - - - 16 16

18 Green curry with

chicken

189 - - - - - - - - - - - 7 7

19 Satay 89 - - - - - - - - - - - 17 17

20 Massaman 189 - - - - - - - - - - - 13 13

21 Water 15 - - - - - - - - - - - 30 30

22 Ice 15 - - - - - - - - - - - 30 30

23 The Sidecar 159 - - - - - - - - - - - 30 30

24 The Manhattan 159 - - - - - - - - - - - 30 30

25 On the Rocks 159 - - - - - - - - - - - 30 30

26 Martinis & Other

Up Drinks

159 - - - - - - - - - - - 30 30

27 The Mai Tai

159 - - - - - - - - - - - 30 30

Total - - - - - - - - - - - 433 433

Forecast Sale Year 2014 (Unit)

Forecast of the pieces of product in year 2

2014

Product

Price

winter summer raining winter Total

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 60/day

1 Curry-fried Salmon 459 38 31 28 32 33 29 30 23 27 34 59 57 421

2

Black Cod with

coconut milk soup

sauce

349 36 38 36 31 25 30 23 26 24 28 48 42 387

3

Tuna Thai salad

with lemon grass

and mint

239 46 42 37 39 37 32 36 42 45 33 54 62 505

4 Bacon Thai Salad 269 53 43 44 51 43 37 32 45 52 46 51 49 546

5 Pasta with northern

Thai sausage

249 45 38 42 36 45 41 34 39 42 48 53 55 518

6

Fried pork with

pickled bean curd

sauce

169

80 83 78 76 73 81 61 68 70 66 74 82 892

7 Salmon roe Papaya

salad

259 72 89 65 88 75 74 56 63 61 72 89 90 894

8 Spicy Salmon and

shrimp salad

289 64 73 63 70 68 71 66 60 52 59 71 83 800

9 Spaghetti with Hot

and sour soup sauce

249 75 64 56 67 87 69 56 50 38 41 56 67 726

10 Spaghetti with

spicy seafood

249 69 70 63 73 82 76 77 61 53 69 89 93 875

11 Ham Cheese Spring

rolls

169 84 78 69 89 85 75 64 54 53 58 61 82 852

12 Mango Yogurt

smoothies

129 92 96 75 86 98 80 54 57 60 56 86 95 935

13 Banana Flambe&

Ice Cream

119 58 62 47 53 63 66 51 54 50 58 73 58 693

14 Ice-cream Mango

with sticky rice

179 43 30 33 23 31 28 26 22 20 36 33 24 349

15 Durian cheese cake 249 32 27 24 39 36 32 40 38 31 36 42 34 411

16 Tom Yum Koong 189 146 156 142 169 174 170 168 174 189 187 174 190 2,039

17 Pad Thai 129 83 76 57 75 89 66 73 48 43 68 55 63 796

18 Green curry with

chicken

189 51 49 38 69 78 59 51 71 88 76 66 65 771

19 Satay 89 44 37 48 91 74 47 66 49 63 79 60 83 741

20 Massaman 189 27 32 56 48 43 23 36 21 29 38 26 38 417

21 Water 15 464 498 510 573 564 478 466 449 385 379 472 483 5,721

22 Ice 15 489 502 547 535 522 589 534 471 421 457 549 568 6,184

23 The Sidecar 159 66 75 63 65 74 56 50 38 47 56 73 79 742

24 The Manhattan 159 84 65 68 85 89 69 48 32 39 41 51 63 734

25 On the Rocks 159 90 95 89 78 84 91 69 53 67 64 59 78 917

26 Martinis & Other

Up Drinks

159 89 68 59 68 70 82 73 65 59 84 72 85 874

27 The Mai Tai 159 82 93 64 77 83 95 97 93 81 77 64 91 997

Total 2,602 2,610 2,501 2,786 2,825 2,646 2,467 2,266 2,188 2,346 2,660 2,840 30,737

Forecast Sale Year 2015 (Unit)

Forecast of the pieces of product in year 3

2015

Product

Price

winter summer raining winter Total

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 60/day

1 Curry-fried Salmon 459 43 56 62 67 66 73 77 69 65 70 71 73 792

2

Black Cod with

coconut milk soup

sauce

349 42 48 55 49 52 60 63 77 73 69 68 76 732

3

Tuna Thai salad

with lemon grass

and mint

239 56 59 66 68 60 55 67 71 75 81 83 90 831

4 Bacon Thai Salad 269 74 77 73 69 80 85 88 70 74 89 95 97 971

5 Pasta with northern

Thai sausage

249 61 62 67 69 66 59 75 79 83 86 89 93 889

6

Fried pork with

pickled bean curd

sauce

169

57 60 64 58 67 69 74 79 84 86 94 97 889

7 Salmon roe Papaya

salad

259 52 54 56 63 68 70 76 72 89 90 93 96 879

8 Spicy Salmon and

shrimp salad

289 63 66 67 73 78 82 84 86 79 88 92 96 954

9 Spaghetti with Hot

and sour soup sauce

249 77 68 64 80 82 77 78 84 86 84 90 91 961

10 Spaghetti with

spicy seafood

249 59 59 60 64 66 69 75 77 74 76 84 88 851

11 Ham Cheese Spring

rolls

169 89 90 94 96 93 86 90 87 80 75 87 90 1,057

12 Mango Yogurt

smoothies

129 58 60 62 64 59 65 77 79 80 83 71 74 832

13 Banana Flambe&

Ice Cream

119 32 35 37 37 45 60 63 66 76 74 78 69 672

14 Ice-cream Mango

with sticky rice

179 41 46 47 44 53 56 55 61 62 66 70 75 676

15 Durian cheese cake 249 56 55 52 59 63 71 79 75 73 77 73 78 811

16 Tom Yum Koong 189 170 176 178 168 189 174 163 177 179 168 193 196 2,131

17 Pad Thai 129 74 64 77 79 61 56 65 74 86 92 106 115 949

18 Green curry with

chicken

189 62 59 68 72 65 49 33 38 49 56 73 88 712

19 Satay 89 59 78 82 93 85 61 59 64 71 88 93 105 938

20 Massaman 189 68 71 65 74 79 63 54 66 51 65 73 87 816

21 Water 15 490 484 473 389 361 380 336 311 383 391 484 493 4,975

22 Ice 15 445 432 456 323 310 352 308 271 319 320 426 483 4,445

23 The Sidecar 159 93 97 72 81 77 55 62 56 51 43 78 99 864

24 The Manhattan 159 89 73 88 93 85 78 63 69 72 54 79 93 936

25 On the Rocks 159 104 112 102 114 102 98 97 83 93 95 107 111 1,152

26 Martinis & Other

Up Drinks

159 98 68 57 65 78 69 54 43 52 56 83 104 827

27 The Mai Tai 159 93 72 86 97 86 73 65 68 71 84 109 117 1,021

Total 2,705 2,680 2,733 2,600 2,566 2,545 2,440 2,442 2,630 2,706 3,142 3,374 32,563

Forecast Sale Year 2016 (Unit)

Forecast of the pieces of product in year 4

Product Price winter summer raining winter

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 60/d

Curry-fried Salmon 459 110 114 113 120 103 99 112 108 110 113 129 130 1361

Black Cod with coconut

milk soup sauce

349 95 90 93 94 97 102 99 74 72 78 70 92

1056

Tuna Thai salad with

lemon grass and mint

239 100 104 101 100 100 101 103 76 80 74 84 91

1114

Bacon Thai Salad 269 105 100 98 99 94 98 90 80 79 89 79 80 1091

Pasta with northern

Thai sausage

249 101 96 93 101 102 101 99 86 74 75 67 76

1071

Fried pork with pickled

bean curd sauce

169 115 121 120 125 121 119 120 112 100 104 100 105

1362

Salmon roe Papaya

salad

259 94 98 100 96 93 95 98 82 77 76 82 91

1082

Spicy Salmon and

shrimp salad

289 115 117 118 120 121 123 120 99 87 89 77 89

1275

Spaghetti with Hot and

sour soup sauce

249 120 123 129 128 129 121 123 100 95 92 78 90

1328

Spaghetti with spicy

seafood

249 100 98 109 112 113 116 115 87 80 87 88 98

1203

Ham Cheese Spring

rolls

169 99 98 91 97 93 95 89 72 78 74 89 78

1053

Mango Yogurt

smoothies

129 97 96 90 92 90 85 81 78 80 89 98 100

1076

Banana Flambe& Ice

Cream

119 87 89 90 93 99 95 93 90 89 80 87 99

1091

Ice-cream Mango with

sticky rice

179 72 87 91 89 90 85 81 78 67 60 79 89

968

Durian cheese cake 249 51 49 45 55 52 50 43 41 44 40 43 39 552

Tom Yum Koong 189 220 225 223 225 221 233 230 223 215 213 220 230 2678

Pad Thai 129 112 67 70 71 75 79 83 73 68 66 75 89 928

Green curry with

chicken

189 90 78 81 85 89 90 92 90 80 73 76 84

1008

Satay 89 94 89 83 85 80 87 83 77 67 60 57 65 927

Massaman 189 89 90 95 96 89 100 114 101 65 65 57 69 1030

Water 15 574 580 576 580 578 521 528 520 523 520 527 530 6572

Ice 15 598 601 593 600 494 501 507 500 476 479 465 467 6296

The Sidecar 159 89 84 90 91 89 85 88 80 74 76 69 70 985

The Manhattan 159 80 79 75 80 76 80 87 71 77 73 75 70 923

On the Rocks 159 95 97 95 98 91 94 89 78 74 76 84 82 1053

Martinis & Other Up

Drinks

159 84 89 85 89 83 88 80 75 61 58 70 67

929

The Mai Tai 159 99 95 98 96 94 98 100 89 84 75 67 68 1063

Total 3,690 3,660 3,650 3,717 3,561 3,541 3,547 3,249 3,076 3,054 3,092 3238 41,075

Forecast Sale Year 2017 (Unit)

Forecast of the pieces of product in year 5

2017 Product Price

winter summer raining winter Total

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 60/day

1 Curry-fried Salmon 459 98 85 83 120 118 90 73 75 80 98 150 181 1251

2 Black Cod with coconut milk soup

sauce

349 78 91 86 108 103 92 71 78 96 87 153 175 1218

3 Tuna Thai salad with

lemon grass and mint 239 91 99 88 90 100 96 86 87 81 102 115 160 1,195

4 Bacon Thai Salad 269 83 86 92 118 96 89 82 87 79 98 125 140 1,175

5 Pasta with northern

Thai sausage 249 88 74 97 105 91 88 83 73 84 123 142 153 1201

6 Fried pork with pickled bean curd sauce

169 128 106 91 95 104 93 85 81 74 99 113 128 1,197

7 Salmon roe Papaya

salad 259 98 107 92 91 98 90 87 82 88 129 139 123 1,224

8 Spicy Salmon and

shrimp salad 289 111 102 106 115 127 95 84 77 93 94 136 147 1287

9 Spaghetti with Hot and sour soup sauce

249 121 110 113 127 103 94 87 93 98 129 137 153 1365

10 Spaghetti with spicy

seafood 249 105 100 115 117 93 113 95 82 80 101 135 158 1294

11 Ham Cheese Spring

rolls 169 98 87 83 86 91 94 86 82 92 97 99 114 1,109

12 Mango Yogurt

smoothies 129 89 56 65 61 68 70 75 68 62 77 73 80 844

13 Banana Flambe& Ice

Cream 119 67 63 125 127 119 90 83 75 94 56 52 67 1018

14 Ice-cream Mango with

sticky rice 179 102 118 133 159 124 105 87 95 87 115 127 133 1385

15 Durian cheese cake 249 36 31 40 39 34 27 33 31 46 48 39 36 473

16 Tom Yum Koong 189 207 202 198 219 221 223 228 219 232 231 237 229 2,646

17 Pad Thai 129 117 124 127 130 110 94 91 83 98 107 93 104 1278

18 Green curry with

chicken 189 132 123 112 99 94 86 72 76 79 92 94 104 1163

19 Satay 89 94 98 85 81 94 83 88 81 93 110 128 136 1171

20 Massaman 189 88 93 99 104 114 92 70 86 89 111 137 133 1216

21 Water 15 466 485 478 513 504 512 498 489 497 483 494 492 5,902

22 Ice 15 453 463 475 489 488 501 496 487 477 481 452 482 5,744

23 The Sidecar 159 109 118 145 98 91 85 89 87 86 97 111 134 1,250

24 The Manhattan 159 113 121 124 137 103 98 87 84 81 102 123 129 739

25 On the Rocks 159 107 95 131 135 113 99 94 98 94 104 131 149 1,350

26 Martinis & Other Up

Drinks 159 117 138 123 132 100 97 91 92 99 108 135 150 1382

27 The Mai Tai 159 129 134 138 157 118 104 97 99 105 117 135 142 41077

Total 3,525 3,509 3,644 3,852 3,619 3,400 3,198 3,147 3,264 3,596 3,870 4,332 82,154

Forecast Sale Year 2018 (Unit)

Forecast of the pieces of product in year 6

Product Price winter summer raining winter Total

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 60/day

Curry-fried

Salmon

459 150 167 174 185 176 198 176 171 168 196 189 198 2148

Black Cod with

coconut milk soup

sauce

349 114 183 165 156 187 191 167 162 172 189 178 199 2063

Tuna Thai salad

with lemon grass

and mint

239 113 123 136 143 153 156 187 176 203 197 176 187 1950

Bacon Thai Salad 269 150 163 155 164 175 179 143 156 161 186 194 203 2029

Pasta with

northern Thai

sausage

249 123 167 176 154 165 176 132 145 121 165 193 188 1,905

Fried pork with

pickled bean curd

sauce

169 135 143 154 142 152 132 112 121 126 176 164 185 1742

Salmon roe

Papaya salad

259 120 134 154 163 171 142 130 134 168 170 182 195 1,863

Spicy Salmon and

shrimp salad

289 100 115 146 152 161 169 128 135 160 178 185 194 1823

Spaghetti with

Hot and sour soup

sauce

249 146 153 167 170 174 185 131 136 165 179 188 199 1993

Spaghetti with

spicy seafood

249 105 167 179 185 180 165 140 129 159 177 185 198 1,969

Ham Cheese

Spring rolls

169 123 133 125 136 148 152 120 130 149 158 176 183 1733

Mango Yogurt

smoothies

129 85 100 126 134 138 138 119 115 123 132 140 157 1507

Banana Flambe&

Ice Cream

119 75 89 94 121 134 145 110 118 120 116 100 101 1323

Ice-cream Mango

with sticky rice

179 110 119 124 135 149 128 124 139 147 152 159 148 1634

Durian cheese

cake

249 55 67 80 79 82 53 47 59 64 71 78 85 820

Tom Yum Koong 189 217 223 208 210 222 231 229 216 246 238 234 240 2,714

Pad Thai 129 102 132 158 160 165 113 119 114 169 173 178 183 1766

Green curry with

chicken

189 95 125 136 140 145 120 110 123 135 138 141 147 1,555

Satay 89 84 87 118 122 133 111 118 109 129 134 133 140 1418

Massaman 189 97 103 114 115 118 120 108 104 106 122 124 130 1361

Water 15 446 455 468 500 518 522 506 489 478 483 507 518 5,905

Ice 15 443 464 472 482 481 498 490 487 478 482 444 452 5,688

The Sidecar 159 99 82 103 112 123 132 105 103 114 123 131 141 1368

The Manhattan 159 86 97 120 132 126 131 112 116 104 121 126 131 1402

On the Rocks 159 95 116 127 135 122 127 99 131 119 95 89 90 1,504

Martinis & Other

Up Drinks

159 78 87 115 126 119 123 96 144 123 160 132 138 1600

The Mai Tai 159 84 103 137 133 120 110 142 130 99 127 139 157 1481

Total 3,630 4,197 4,435 4,586 4,777 4,647 4,400 4,292 4,506 4,838 4,865 5,087 54,264

3.6 Market Forcase

Remark;Calculating Over time; our shop has 10 employees for calculate paying over

time at rating 30 Baht per hour, and working about 6 hours which paid at labor, wage 180

baht for each person, the expenses are 1,800 baht. Fore other expense are the materials of

Special Day Promotion.

Market expense year 2013

Market expense year 2014

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

Overtime(30/hour) 1,800 1,800

Brochure 1,300 1,300

Billboard 850 850

Accessory decolate 200 200

Member card 4,500 4,500

Speacial food set 1,750 1,750

Total 10,400 10,400

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

Overtime(30/hour) 1,800 63,000 63,000 63,000 63,000 63,000 63,000 63,000 63,000 63,000 63,000 1,800 633,600

Brochure 1,800 1,800

Billboard 450 450

Accessory decolate 250 250

Coupon 300 300

Total 1,800 63,000 63,000 63,000 63,000 63,000 63,000 63,000 63,000 63,000 63,000 4,600 636,400

Market expense year 2015

Market expense year 2016

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

Overtime(30/hour) 1,800 63,000 63,000 63,000 63,000 63,000 63,000 63,000 63,000 63,000 63,000 1,800 633,600

Brochure 2,000 2,000

Billboard 550 550

Accessory decolate 300 300

Coupon 1,000 1,000

Total 1,800 63,000 63,000 63,000 63,000 63,000 63,000 63,000 63,000 63,000 63,000 5,650 637,450

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

Overtime(30/hour) 1,800 63,000 63,000 63,000 63,000 63,000 63,000 63,000 63,000 63,000 63,000 1,800 633,600

Brochure 1,500 1,500

Billboard 600 600

Accessory decolate 100 100

Coupon 1,000 1,000

Total 1,800 63,000 63,000 63,000 63,000 63,000 63,000 63,000 63,000 63,000 63,000 5,000 636,800

Market expense year 2017

Market expense year 2018

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

Overtime(30/hour) 1,800 63,000 63,000 63,000 63,000 63,000 63,000 63,000 63,000 63,000 63,000 1,800 633,600

Brochure 1,200 1,200

Billboard 480 480

Accessory decolate 250 250

Coupon 500 500

Total 1,800 63,000 63,000 63,000 63,000 63,000 63,000 63,000 63,000 63,000 63,000 4,230 636,030

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

Overtime(30/hour) 1,800 63,000 63,000 63,000 63,000 63,000 63,000 63,000 63,000 63,000 63,000 1,800 633,600

Brochure 1,100 1,100

Billboard 700 700

Accessory decolate 450 450

Coupon 650 650

Total 1,800 63,000 63,000 63,000 63,000 63,000 63,000 63,000 63,000 63,000 63,000 4,700 636,500

** He is chef in La Lan Ta Bar & Restaurant

3.7 Marketing Expense

Sale promotion is on chosen festival by LaLanTa bar & restaurant Grand opening Day

and in 31 Dec. 2013 “New Year’s Day in 2013”

Brochure

The first year of open LaLanTa bar & restaurant provide the event to celebrate the

grand opening LaLanTa bar & restaurant under the concept “Join together” In 31 Dec.

2013 “New Year’s Day in 2013”

The promotion for grand opening are the customer

The main objective of this arrangement is to promote is to promote LALANTA bar

and restaurant make the customer attend to our business

Cost of create New Year Day 2013

New Year Day 2013 Billboard

Size 3.5×1.2 m include service is 850 Baht

Handbill × 200 pieces include service is 1,300 baht

Accessory decorated is 200 baht

Member card is 15 piece 4,500 baht

Special food set is 10 set 1,750 baht

1 year anniversary of LaLaTa bar & restaurant event in 2014

It approaches the LaLanTa bar & restaurant and New Year Day on December 31, 2014.

The main objective of this arrangement is to;

1. To make a good memory for customer those support our restaurant

2. To say thank you to all customer who join and trust our service

3. To attract new customer

On December 31, 2014 in concept “Let’s celebrate”, the expenses of the customer are

about 499 baht per person. This package is consists with cocktail buffet and customer can

drink many kinds of cocktail that our restaurant prepares for the customer.

Cost for create New Year Day event 2014

New Year Day Vinyl Billboard Size 50 x 150 CM x 3 include service is 450 baht

Handbill x 300 pieces include service is 1,800 baht

Accessory is 250 baht

Coupon 30 piece is 300

So, the total cost for New Year Day event in 2014 is 2,800 baht

2 year anniversary of Cherbet House and Valentine’s Day Event in 2015

It approaches the third year, LaLanTa bar celebrate second year anniversary of

LaLanTa bar & restaurant and New Year Day, which is concept “Familiar Party”

The main objective of this arrangement is to;

1. Celebrate second year anniversary and promote the LaLanTa bar & restaurant make

the customer impressed in our business.

2. To make more familiar with the customer.

3. To attract the new customers.

4. To make a good impression for old and new customer.

On December 31,201, This package is consists the customer that have many points in

member card, the customer can cooking the favorite foods with the professional chief of

LaLanta bar & restaurant. We will have activity under name “Familiar Party”.

Cost for create New Year Day event 2015

New Year Day Vinyl BillboardSize 50 x 150 CM x 2 include service is 550 baht

Handbill x 300 pieces include service is 2,000 baht

Accessory decorate 300 baht

Gift is 1,000 baht

So, the total cost for Valentine’s Day event in 2015 is 1,350 baht.

3.8 Conclusion in market feasibility

From general environment analysis, the political still have factor effecting

continuously to the last year both of the protesters and the changed of government policy. All

of these are effect to the investment and many companies while doing business. But in the

next year the situation of political will be better. In term of economic tend to be good by the

expending of GDP in next year. In sociality analysis, value is becoming influence in social

group. Whentarting interesting something in one group so, the other group will rapidly

follow. Then when we analysis it make we know how to do the promotion, what product we

should to serve in the market. Moreover, one thing which important is technology because it

will facilitate when doing business that now it always changed and development so, the

entrepreneur have to follow and adapt to suit with trend in order to gain the competitive

advantage.

We are now having 4 direct competitors in Chiang Rai who doing bakery shop. That

areWork@home café, Layla, U-Ho and Le patit who located around downtown of Chiang

Raiandselling similarly product as our shop. Moreover there are 2 indirect competitors like

Era127 and Swensene where sale some kinds of desert like our bakery. We have analyzed

product, price, place and promotion and comparable about where is sale the highest price and

the testy of product, how they do the promotion and what their target group. From now on,

Work@homecafé is very good in product but they focus the foreigner to be the target group.

So it make LePatit is the strengthen competitor for us now both of quality testy of product

and price.

For customer analysis, we focus on the downtown in chiangrai first by focus on

lifestyles or behavior that he like or dislike about bakery. For competitive analysis, in Chiang

Rai now there 4 competitors. It means there have high competitive also, so the company have

to find the strategy which can gain the completive advantage like making differentiate from

other competitors.

About our target group, we divided into 4 segmentations as such University student,

High School student, Tourist and Officer. In University student and High school student we

classified by Behavioral segmentation who are really like to eat bakery and also have power

of purchasing. But in Tourist and Officer we classified by Buyer readiness who have more of

power of purchasing.

Our positioning is clearly as studio of enjoyable eating beautiful testy bakery. The

customer can create social and using time of happiness in there.

Marketing mix, we have 9 types of product which provide different styles as the

customer want and create value to the customer by get them involve by have one menu for

the customer can do it themselves. About Pricing, we set on Cost base pricing and also

compare with competitors and also think about the maximum rat the customer willing to pay.

So, we will not have sell promotion. But tend to promote by using Pull strategy instead.

In the point of Sale Forecast, we estimate base on the sampling of population who are

the interviewee 200 people divided to University student 100 and School student 100.So,

University student who really like to eat bakery is 28% and School student who really like is

37%. And also, the tourist target we forecast 5% base on face information and the officer who

the last target group we forecast 7% base on face information too. So, the forecast sale will

get totally 2,257,265 Baht in the first year and it will increase 5%, 10 %, 15%, and 20% in the

next 4 years regularly.

The last one in marketing expense, it will different in each year because we will focus on the

special day promotion in each year. So, it depends on our each styles of promotion in each

year. So, the program and the expense have showed like above which on the February month

will have much of expense because it will be the grand opening of our shop and also have a

valentine day too.

Chapter 4

Investment Analysis

4.1 Pre – Operating Cost

4.1.1 Activity expected times

Activity description Immediate

Predecessors

Completion

Time (weeks)

A Study project feasibility --- 8

B Initial paperwork A 4

C Rent building A 2

D Hiring building contractor and Purchase

material

B 2

E Improve and interior decoration the building B 20

F Finish to Improve and interior decoration the

building

B,C 1

G Hiring and Train to employee E,F 4

H Open the restaurant G 1

I Advertise the restaurant D,G 1

A critical path is a path of activities, from the start node to the finish node, with 0

slack times.

Critical path is A, B, E, G, and H.

The project completion time equals the maximum of the activities’ earliest finish

time.

Project completion time is 37 weeks.

4.1.2 Pre Operating Cost

4.1.2.1 Cost of request electric

Cost of setting telephone number 300

3BB WIFI internet 16 M (Setting price) 3,790

Cost of insurance and install UBC True

vision (Gold Package)

2,000

Total cost of electric 6,090

4.1.2.2 Cost of Commercial Registration

We register at Department of business development in Chiang Rai by register is business one

owner. Pay only register fee 5o baht and tax payment as same as normal person by pay two times a

years.

Source: http://www.dbd.go.th/mainsite/index.php?id=659

Pre operating expense

Pre operating expense Initial

Total cost of request electric 6,090

Cost of Commercial Registration 50

Prepaid rental land 30,000

Total 36,140

4.1.2.3. Cost of layout

Total cost of restaurant 359,350

Total cost of kitchen 146,540

Total cost of counter 34,418

Total cost of toilet 43,600

Total cost of outdoor zone 22,900

Total cost of storeroom 6,756

Total equipment 612,184

4.1.2.4. Direct labor cost

Administrator 15,000

Manager 9,000

Accountant 9,000

Cashier 14,000

Chef 20,000

Chef assistant 30,000

Waiter (per hour @ 6×30Baht) 54,000

Bartender 15,000

Receptionist 14,000

Cleaners 21,000

Security guard (per hour @ 6 hour) 7,000

musician 30,000

Total 238,000

Summary

Pre-operation Cost

Cost of request electric 6,090

Cost of Commercial Registration 50

Prepaid rental land 30,000

Cost of layout 612,184

Direct labor cost 238,000

Total 886,324

4.2 Cost of Investment

4.2.1 Building

LaLanTa Bar and Restaurant will hire the constructer for add and more

decorate out door in second floors. It is 847/1-2 Robwieng district, Mueang, Nong

Bua road, Chaing Rai province 57000. The building has two blocks, three floors and

has 50 square two-meters. Mr.Sanguan Khumpluy Tel.089-5522484who evaluates the

building like this table.

4.2.2 Tool/Equipment

Restaurant

Restaurant is a very important in doing our business to preparing and Serve Food,

drink and dessert to customers. Restaurant zone include cabinet, counter bar, air condition,

fan, table and chair, television, sofa, etc.

Core building

Quantity Per once Total

1 Concrete surface is oily 1 floor (granite) 96 m*m

98 9,408

2 Concrete surface is oily 2 floor and stairs 96 m*m 98 9,408

3 Pillar and cupola

m*m

4 Masonry wall plaster (50 kg/1bag) 500 m*m 130 1,300

5 Big door 3 unit 11,000 33,000

6 Small door 5 unit 3,500 17,500

7 Sewage system toilets and bathroom 8 unit 450 3,600

8 Electricity 30 unit 470 14,100

9 Color 4 pail 750 3,000

10 small Concrete in front of the store 8 m 189 1,512

Total 92,828

Equipment Unit price total

cabinet 1 350 350

counter bar 1 30,000 30,000

air condition 6 15,000 90,000

Fan 5 1,200 6,000

Pocket PC 6 5,900 35,400

Table, chair 8 10,000 80,000

Plug 3 100 300

television 2 18,000 36,000

Sofa 3 8,000 24,000

Stereo 2 9,900 19,800

Vase 12 50 6,000

Microphone 2 350 700

Tablecloth 10 m. 80 800

Band 1 30,000 per month 30,000per month

Total 359,350

Kitchen

The kitchen zone includes with many equipments in cooking by chef. So, restaurant

zone is very important to own business. Manager and employees should attend it

Courter

The courter zone should have important equipment in doing the restaurant and this

zone is the main of restaurant in interact with customers such as cashier machine, telephone,

pen, and etc.

Equipment Unit Price Total

Kettle 2 300 600

Churn 2 550 1,000

Mortar 1 200 200

Refrigerator 2 30,000 60,000

Microwave 1 1,200 1,200

Electric rice cooker 3 1,300 3,900

Knife 5 dozen 250 1,250

Prong 5 dozen 150 750

Oven 1 3,500 3,500

Gas stove 2 800 1,600

Cooker hood 1 20,000 20,000

Bowl, plate 5 dozen 1,200 6,000

Glass 5 dozen 400 2,000

Sink 1 2,000 2,000

Pot, pan Pot 10

Pan 10

450

250

4,500

2,500

Chopping block 3 180 540

Cooking counter 1 35,000 35,000

Total 146,540

Equipment Unit Price Total

Telephone/Fax 1 1,800 1,800

Computer 1 12,000 12,000

Printer 1 1,500 1,500

Pen 2 Dozen 49 98

Bill 2 dozen 70 140

Cashier machine 1 17,000 17,000

Calculator 5 100 500

Fire extinguishers 2 690 1,380

Total 34,418

Toilet

Toilet is very important in restaurant for comfortable of customers that come to

restaurant and the important thing is toilet in restaurant is cleaning.

Outdoor zone

Store room

Store room is keeping all of tool, equipment, and many material that need to use in

the restaurant. The equipment in the store is tool and equipment of cleaning such as Dustpan,

Sunlight, Cleaner bathroom, Wood dust, and etc.

Equipment Unit Price Total

Mirror 8 300 2,400

Water closet 8 1,500 12,000

Rinsing spray 8 200 16,000

washbasin 8 1,400 11,200

Bidet 4 500 2,000

Total 43,600

Equipment Unit Price Total

Dining table 5 2,500 12,500

Swing 1 7,500 7,500

Umbrella 4 600 2,400

Tree 10 50 500

Total 22,900

Equipment Unit Price Total

Dustpan 2 60 120

Toilet brush scotch

brite

2 60 120

Sunlight 2 60 120

Broom 5 120 600

Cleaner bathroom 2 40 80

Swab 3 1,000 3,000

Wood dust 4 25 100

Glass cleaner 2 59 118

Tissue paper 20 pack 79 1,580

Tripe 10 dozen 80 800

Liquid floor 2 59 118

Total 6,756

Summary Cost of layout

Total cost of restaurant 359,350

Total cost of kitchen 146,540

Total cost of counter 34,418

Total cost of toilet 43,600

Total cost of outdoor zone 22,900

Total cost of storeroom 6,756

Total equipment 612,184

4.3Cost of goods sold

4.3.1 Cost of product

Manu Price Cost

Curry-fried Salmon ฿459.00 ฿250.00

Black Cod with coconut milk soup sauce ฿349.00 ฿150.00

Tuna Thai salad with lemon grass and mint ฿239.00 ฿100.00

Bacon Thai Salad ฿269.00 ฿125.00

Pasta with northern Thai sausage ฿249.00 ฿120.00

Fried pork with pickled bean curd sauce ฿169.00 ฿70.00

Salmon roe Papaya salad ฿259.00 ฿101.00

Spicy Salmon and shrimp salad ฿289.00 ฿108.00

Spaghetti with Hot and sour soup sauce ฿249.00 ฿104.00

Spaghetti with spicy seafood ฿249.00 ฿100.00

Ham Cheese Spring rolls ฿169.00 ฿59.00

Mango Yogurt smoothies ฿129.00 ฿49.00

Banana Flambe& Ice Cream ฿119.00 ฿39.00

Ice-cream Mango with sticky rice ฿179.00 ฿45.00

Durian cheese cake ฿249.00 ฿110.00

Tom Yum Koong ฿189.00 ฿89.00

Pad Thaiwith fresh shrimp ฿129.00 ฿59.00

Green curry with chicken ฿189.00 ฿65.00

Satay ฿89.00 ฿32.00

Massaman ฿189.00 ฿35.00

Ice ฿15.00 ฿3.00

Water ฿15.00 ฿3.00

The Sidecar ฿159.00 ฿85.00

The Manhattan ฿159.00 ฿90.00

On the Rocks ฿159.00 ฿95.00

Martinis & Other up Drinks ฿159.00 ฿85.00

The Mai Tai ฿159.00 ฿85.00

4.3.2 Direct Material in Restaurant

No. Ingredients kg Price No. Ingredients kg Price

1 Banana blossom 1 fruit ฿25.00 39 Fresh Mushrooms 1 kg ฿70.00

2 Mace 1 pack ฿20.00 40 Dried Shrimp 1 kg ฿340.00

3 Sugar 25 kg ฿567.00 41 Onion 1 kg ฿20.00

4 Scallion 1 kg ฿30.00 42 Asparagus 1 kg ฿50.00

5 Galangal 1 kg ฿25.00 43 Lemon 1 fruit ฿3.50

6 Sablefish 1 kg ฿1,000.00 44 Sauasge Cheese 1 kg ฿160.00

7 Potato 1 kg ฿70.00 45 Papaya 1 kg ฿10.00

8 Shallot 1 kg ฿50.00 46 Ham 1 pack ฿195.00

9 Tuna Fish 1 kg ฿30.00 47 Pasta 400 g ฿75.00

10

Roasted cumin

seeds 1 pack ฿25.00 48 Tomatoes 1 kg ฿22.00

11 Bacon 1 pack ฿130.00 49 Cheddar Cheese 1 kg ฿500.00

12 Tofu yee half kg ฿75.00 50 Mushroom sauce 6000 cc ฿184.00

13 Clove 1 g ฿25.00 51 Lentils 1 pack ฿20.00

14 Lemon Balm 1 g ฿25.00 52 Eggs 1 pack ฿95.00

15 Chinese alcohol 1 bottle ฿190.00 53 Pepper 4500 cc ฿58.00

16 Cinnamon 1 g ฿25.00 54 Peanut 1 kg ฿60.00

17 Lettuce 1 kg ฿14.00 55 Mussels 1 kg ฿30.00

18 Sesame oil 1 bottle ฿75.00 56 Shrimp 1 kg ฿170.00

19 Wheat Flour 1 pack ฿65.00 57 Parsley 1 pack ฿10.00

20 Corn Flour 1 kg ฿300.00 58 Stir-Fried Rice Noodle 1 kg ฿30.00

21 Vanilla powder 1 kg ฿345.00 59 Fish 1 kg ฿150.00

22 Mango 1 kg ฿60.00 60 Beef 1 kg ฿200.00

23 Milk 1 bottle ฿150.00 61 Tofu Yellow 1 piece ฿8.00

24 Paprika 1 kg ฿140.00 62 Squid 1 kg ฿140.00

25 Durian 1 fruit ฿70.00 63 Pork 1 kg ฿130.00

26 Baking Powder 1 pack ฿75.00 64 Pickle Turnip 1 kg ฿14.00

27 Salmon 1 kg ฿570.00 65 Carrot 1 kg ฿25.00

28 Banana 1 hand ฿70.00 66 Spaghetti 400 g ฿75.00

29 Butter 1 kg ฿130.00 67 Chicken 1 kg ฿73.00

30 Salmon Roe 500 g ฿1,590.00 68 Groung Dried Chilies 1 kg ฿55.00

31 Yogurt 1 kg ฿60.00 69 Baby Corn 1 pack ฿8.00

32 Margarine 1 kg ฿55.00 70 Eggplant 1 kg ฿10.00

33 Lime Leaves 1 pack ฿15.00 71 Bean Sprounts 1 kg ฿30.00

34 Acacia Pennata 1 pack ฿20.00 72 Ginger 1 kg ฿55.00

35 Cauliflower 1 g ฿22.00 73 Straw Mushrooms 1 kg ฿30.00

36 Wiping Cream 1 bottle ฿129.00 74 Soy Oil 1 pack ฿51.00

37 Basil 1 pack ฿13.00 75 Lemongrass 1 kg ฿45.00

38 Garlic 1 kg ฿40.00 76 Rices 1 sack ฿1,500.00

Chapter 5

Operation cost

5.1 Product characteristic

Thai food

Thai food is internationally famous. Whether chili-hot or comparatively bland,

harmony is the guiding principle behind each dish. Thai cuisine is essentially a marriage of

centuries-old Eastern and Western influences harmoniously combined into something

uniquely Thai. Characteristics of Thai food depend on who cooks it, for which it is cooked,

for what occasion, and where it is cooked. Dishes can be refined and adjusted to suit all

palates.

Manu Price

Tom Yum Koong

189

Pad Thai with fresh shrimp

129

Green curry with chicken

189

Satay

89

Massaman

189

Thai-Fusion food

Fusion cuisine combines elements of various culinary traditions while not fitting

specifically into any. The term generally refers to the innovations in many contemporary

restaurant cuisines since the 1970s.

While fusion cuisine is a general term for the combination of various forms of

cookery, the concept can take several forms. One approach is regional fusion that combines

the cuisine of a region or sub-region into a single eating experience. Of these sorts, Asian

fusion restaurants have become popular in many parts of the United States, often featuring

Indian, East Asian, and South-East Asian dishes alongside one another and offering dishes

that are inspired combinations of such cuisines.

Manu Price

Curry-fried Salmon

459

Black Cod with coconut

milk soup sauce

349

Tuna Thai saladwith

lemon grass and mint

239

Bacon Thai Salad

269

Pasta with northern Thai

sausage

249

Fried pork with pickled

bean curd sauce

169

Salmon roe Papaya salad

259

Spicy Salmon and shrimp

salad

289

Spaghetti with Hot and

sour soup sauce

249

Spaghetti with spicy

seafood

249

Ham Cheese Spring rolls

169

BananaMango Yogurt

smoothies

129

Banana Flambe & Ice

Cream

119

Ice-cream Mango with

sticky rice

179

Durian cheese cake

249

Counter Bar

A bar is a retail business establishment that serves alcoholic drinks such as beer, wine,

liquor, and cocktails for consumption on the premises. Bars provide stools or chairs that are

placed at tables or counters for their patrons. Some bars have entertainment on a stage, such

as a live band, comedians, go-go dancers, or strippers. Bars which offer entertainment or live

music are often referred to as music bars or nightclubs. Types of bars range from dive bars to

elegant places of entertainment for the elite.

Manu Price

The Sidecar

159

The Manhattan

159

On the Rocks

159

Martinis & Other up

Drinks

159

The Mai Tai

159

Manu of LALANTA bar and restaurant to be fusion style by mix Thai food and

foreign food. So, it will get the new test of full-flavored. The differentiate style, it is beautiful

look. Now, we have 10 Manu in Thai fusion food, 5 famous Thai foods and top five cocktail

manu. Which we have planned to create new Manu every 1 month and design to adapt with

season for food. However, we create to set of food that the customer can choose set of food

with themselves. We have shown to process of cook for customer can see to process, quality

of material and Cleanliness of cooking.

Source;

%B8%A1%E0%B8%AD%E0%B8%A3%E0%B9%8C_1.jpg

http://www.isriya.com/node/2958/dining-at-centara-grand

http://thaifoodcookbook.blogspot.com/2009/03/blog-post_08.html

http://variety.teenee.com/foodforbrain/9540.html

http://www.sharp-weeclub.com/blog/blogger.aspx?page=2&id=3

http://www.mglobemall.com/directories/dining/id/6991/Mix-Restaurant-and-Bar

http://map.longdo.com/node/482781?size=original&locale=en

http://lekkathaifood.blogspot.com/2012/01/blog-post_19.html

http://www.facebook.com/note.php?note_id=410213254972

http://iamcooking-thaifood.blogspot.com/2011/05/blog-post_03.html

http://xn--l3cgn0a6euf.blogspot.com/2011/08/blog-post_18.html

5.2. Product/service process

5.2.1. Supplier

Company Product

CP ALL PUBLIC COMPANY LIMITED Chiangmai-

Lumpang Road T.Fahham Muang, Chiangmai

Pork, Eggs

Saha farm Chiangrai

Chicken

Chockcharean Market

T. Tasai, Muang, chiang Rai

Vegetables, Fruits

Siam Makro Chaing Rai

12 Moo7 T. Bandu, Muang, Chiang Rai 57100

Tel. 053703-688

Seafood, Salmon, Seasoning,

Spices, Meat

SINGHA CORPORATION Co., Ltd.

444/1 Moo.2,Muang,chianh Rai 57100

Drinking Water

Sakol Icehouse

8/3 Chiang Rai- Weingchai Road. T. Weing, Muang, chiang

Rai

Ice

Amonphan Chiang Rai limited partnership

111/3-5 Nongbua Road, Weing, Muang, Chiang rai57000 Tel.

053711-720

Alcohols, Cocktails

Chiang Rai Winery limited

160 T. Sritoi , Maesaluay, Chiang Rai 57180 Tel 053950257

Wine

Banana blossom

Scallion

Potato

Roasted cumin seeds

Clove

Cinnamon

Sugar

Mace

Galangal

Shallot

Bacon

Lemon Balm

Lettuce

Sablefish

Tuna Fish

Tofu yee

Chinese alcohol

Sesame oil

Wheat Flour

Mango

Durian

Pepper

Fresh mushrooms

Asparagus

Papaya

Tomatoes

Lentils

Peanut

Dried shrimp

Lemon

Ham

Cheddar cheese

Eggs

Spring rolls

Mussels

Shrimp

Fish

Squid

Spaghetti

Baby Corn

Ginger

Lemongrass

Parsley

Beef

Pork

Chicken

Eggplant

Straw mushroom

Stir-Fried Rice Noodle

Tofu yellow

Pickle turnip

Ground dried chilies

Bean sprouts

Chinese chi

La Lan Ta Bar&Restaurant 85

5.2.3 Serviceprocess

5.3. Location and Layout

5.3.1. Building

LaLanTa Bar and Restaurant will hire the constructer for add and more decorate out

door in second floors. It is 847/1-2 Robwieng district, Mueang, Nong Bua road, Chaing Rai

province 57000. The building has two blocks, three floors and has 50 square two-meters.

Mr.Sanguan Khumpluy Tel.089-5522484 who evaluates the building like this table.

Core building

Quantity Per once

1 Concrete surface is oily 1 floor (granite) 96 m*m

98 9,408

2 Concrete surface is oily 2 floor and stairs 96 m*m 98 9,408

3 Pillar and cupola m*m

4 Masonry wall plaster (50 kg/1bag) 500 m*m 130 1,300

5 Big door 3 unit 11,000 33,000

6 Small door 5 unit 3,500 17,500

7 Sewage system toilets and bathroom 8 unit 450 3,600

8 Electricity 30 unit 470 14,100

9 Color 4 pail 750 3,000

10 small Concrete in front of the store 8 m 189 1,512

Total 92,828

La Lan Ta Bar&Restaurant 86

5.3.2 Dimension of Restaurant

LaLanta bar and restaurant is a Thai modern style. The outside of building use white

and brown color for appropriate with Thai style. This style will make customers who come in

LaLanta bar and restaurant feel good and warm like they stay their home. Therefore, LaLanta

bar and restaurant have 2 floors and in could to restaurant, kitchen room, counter, bar,

outdoor, stage and toilet.

LALANTA bar and

restaurant

Hah Yek Phor Khun

La Lan Ta Bar&Restaurant 87

1st Floor: There are 5 zones: restaurant, kitchen, counter, stage and toilet zones.

La Lan Ta Bar&Restaurant 88

2nd

Floor: there are 5 zones: restaurant, counter, outdoor, bar and toilet.

Outdoor

La Lan Ta Bar&Restaurant 89

5.4. Tools / Equipments

5.4.1 Restaurant

Restaurant is a very important in doing our business to preparing and Serve Food,

drink and dessert to customers. Restaurant zone include cabinet, counter bar, air condition,

fan, table and chair, television, sofa, etc.

Equipment Unit price total

cabinet 1 350 350

counter bar 1 30,000 30,000

air condition 6 15,000 90,000

fan 5 1,200 6,000

Pocket PC 6 5,900 35,400

Table, chair 8 10,000 80,000

Plug 3 100 300

La Lan Ta Bar&Restaurant 90

television 2 18,000 36,000

sofa 3 8,000 24,000

Stereo 2 9,900 19,800

Vase 12 50 6,000

Microphone 2 350 700

Tablecloth 10 m. 80 800

Band 1 30,000

per month

30,000

per month

Total 359,350

La Lan Ta Bar&Restaurant 91

5.4.2. Kitchen

The kitchen zone includes with many equipments in cooking by chef. So, restaurant

zone is very important to own business. Manager and employees should attend it

Equipment Unit Price Total

Kettle 2 300 600

Churn 2 550 1,000

Mortar 1 200 200

Refrigerator 2 30,000 60,000

Microwave 1 1,200 1,200

Electric rice cooker 3 1,300 3,900

Knife 5

dozen

250 1,250

Prong 5

dozen

150 750

La Lan Ta Bar&Restaurant 92

Oven 1 3,500 3,500

Gas stove 2 800 1,600

Cooker hood 1 20,000 20,000

Bowl, plate 5

dozen

1,200 6,000

Glass 5

dozen

400 2,000

Sink 1 2,000 2,000

Pot, pan Pot 10

Pan 10

450

250

4,500

2,500

Chopping block 3 180 540

Cooking counter 1 35,000 35,000

Total 146,540

La Lan Ta Bar&Restaurant 93

5.4.3. Courter

The courter zone should have important equipment in doing the restaurant and this

zone is the main of restaurant in interact with customers such as cashier machine, telephone,

pen, and etc.

Equipment Unit Price Total

Telephone/Fax 1 1,800 1,800

Computer 1 12,000 12,000

Printer 1 1,500 1,500

Pen 2 Dozen 49 98

Bill 2 dozen 70 140

Cashier machine 1 17,000 17,000

Calculator 5 100 500

Fire extinguishers 2 690 1,380

Total 34,418

La Lan Ta Bar&Restaurant 94

5.4.4. Toilet

Toilet is very important in restaurant for comfortable of customers that come to

restaurant and the important thing is toilet in restaurant is cleaning.

Equipment Unit Price Total

Mirror 8 300 2,400

Water closet 8 1,500 12,000

Rinsing spray 8 200 16,000

washbasin 8 1,400 11,200

Bidet 4 500 2,000

Total 43,600

5.4.5 Outdoor zone

Equipment Unit Price Total

Dining table 5 2,500 12,500

Swing 1 7,500 7,500

La Lan Ta Bar&Restaurant 95

Umbrella 4 600 2,400

Tree 10 50 500

Total 22,900

5.4.6. Store room

Store room is keeping all of tool, equipment, and many material that need to use in the

restaurant. The equipment in the store is tool and equipment of cleaning such as Dustpan,

Sunlight, Cleaner bathroom, Wood dust, and etc.

Equipment Unit Price Total

Dustpan 2 60 120

Toilet brush

scotch brite

2 60 120

Sunlight 2 60 120

Broom 5 120 600

Cleaner

bathroom

2 40 80

La Lan Ta Bar&Restaurant 96

Swab 3 1,000 3,000

Wood dust 4 25 100

Glass cleaner 2 59 118

Tissue paper 20 pack 79 1,580

Tripe 10 dozen 80 800

Liquid floor 2 59 118

Total 6,756

Summary Cost of layout

Total cost of restaurant 359,350

Total cost of kitchen 146,540

Total cost of counter 34,418

Total cost of toilet 43,600

Total cost of outdoor zone 22,900

Total cost of storeroom 6,756

Total equipment 612,184

5.5.1. WIFI

Cost of request electric

Cost of setting telephone number 300

3BB WIFI internet 16 M (Setting price) 3,790

Cost of insurance and install UBC True

vision (Gold Package)

2,000

Total cost of electric 6,090

La Lan Ta Bar&Restaurant 97

5.5.2 Pocket PC

Pocket PC: it is receiving orders that help faster service when some case

have many customers but it can order before have a seat. Price 5,900 baht

that we will buy 6 pocket PC.

Equipment unit Price

Pocket Pc 6 5,900

Total 35,400

La Lan Ta Bar&Restaurant 98

Chapter 6

Administration Cost

6. Administration analysis

6.1 Employee salary

Our restaurant needs 10 positions of employee in Chiang Rai. According to the lowest

wage of Chiang Rai year 2013 is 250 baths, we define employee’s wage to achposition as

follower;

31 Dec 2013 and Year 2014

No. Vacancy Quantity Salary

per

person

Total

salary per

month

1. Administrator 1 15,000 15,000

2. Accountant 1 9,000 9,000

3. Cashier 1 7,000 7,000

4. Chef 1 20,000 20,000

5. Chef assistant 2 15,000 30,000

6. Waiter (per hour @ 7×30Baht) 6 6,300 37,800

7. Bartender 1 15,000 15,000

8. Receptionist 1 7,000 7,000

9. Cleaners 2 7,000 14,000

10. Security guard(per hour @ 7 hour) 1 5,500 5,500

11. musician 4 7,500 30,000

Total 21 114,300 190,300

La Lan Ta Bar&Restaurant 99

Year 2015

No. Vacancy Quantity Salary

per

person

Total

salary per

month

1. Administrator 1 15,000 15,000

2. Accountant 1 9,000 9,000

3. Cashier 1 7,000 7,000

4. Chef 1 20,000 20,000

5. Chef assistant 2 15,000 30,000

6. Waiter (per hour @ 7×30Baht) 6 6,300 37,800

7. Bartender 1 15,000 15,000

8. Receptionist 1 7,000 7,000

9. Cleaners 2 7,000 14,000

10. Security guard(per hour @ 7 hour) 1 5,500 5,500

11. musician 4 7,500 30,000

Total 21 114,300 190,300

La Lan Ta Bar&Restaurant 100

After ASEAN Economic Community begin

Forcase economic will increas. So, we will increase salary to our employees about 5%

Year 2016

No. Vacancy Quantity Salary

per

person

Total

salary per

month

1. Administrator 1 15,750 15,750

2. Accountant 1 9,450 9,450

3. Cashier 1 7,350 7,350

4. Chef 1 21,000 21,000

5. Chef assistant 2 15,750 31,500

6. Waiter (per hour @ 7×30Baht) 6 6,615 39,690

7. Bartender 1 15,750 15,750

8. Receptionist 1 7,350 7,350

9. Cleaners 2 7,350 14,700

10. Security guard(per hour @ 7 hour) 1 5,770 5,770

11. musician 4 7,875 31,500

Total 21 142,375 197080

La Lan Ta Bar&Restaurant 101

Year 2017

No. Vacancy Quantity Salary

per

person

Total

salary per

month

1. Administrator 1 15,750 15,750

2. Accountant 1 9,450 9,450

3. Cashier 1 7,350 7,350

4. Chef 1 21,000 21,000

5. Chef assistant 2 15,750 31,500

6. Waiter (per hour @ 7×30Baht) 6 6,615 39,690

7. Bartender 1 15,750 15,750

8. Receptionist 1 7,350 7,350

9. Cleaners 2 7,350 14,700

10. Security guard(per hour @ 7 hour) 1 5,770 5,770

11. musician 4 7,875 31,500

Total 21 142,375 197080

La Lan Ta Bar&Restaurant 102

Year 2018

No. Vacancy Quantity Salary

per

person

Total

salary per

month

1. Administrator 1 15,750 15,750

2. Accountant 1 9,450 9,450

3. Cashier 1 7,350 7,350

4. Chef 1 21,000 21,000

5. Chef assistant 2 15,750 31,500

6. Waiter (per hour @ 7×30Baht) 6 6,615 39,690

7. Bartender 1 15,750 15,750

8. Receptionist 1 7,350 7,350

9. Cleaners 2 7,350 14,700

10. Security guard(per hour @ 7 hour) 1 5,770 5,770

11. musician 4 7,875 31,500

Total 21 142,375 197080

La Lan Ta Bar&Restaurant 103

6.2 Job description

Manager

Job Requirement

Bachelor’s Degree of Business Administration.

Has an experience with restaurant at least 2 years.

Good English communication.

Good service mind and relationship.

At least 25 years old.

Can flexibility time on holiday.

High responsibility.

Good Leadership.

Good team work.

Job description

Coordination with every department in bar and restaurant.

Good managementand can control every department effectively.

Take care of subordinate and standard of Bar and restaurant.

Accountant

Job Requirement

Bachelor’s degree of accounting management.

Has an experience with restaurant at least 2 years.

High responsibility.

Good in computer skill.

Have the honesty.

Never do mistake oflaw.

At least 25 years old.

Job description

Manage financial of restaurant.

Manage to expend, income and profit.

Check the money after the restaurant closes.

Summary about income of product every day.

La Lan Ta Bar&Restaurant 104

Cashier

Job Requirement

At least Vocational Certificate in accounting major.

Has an experience with restaurant at least 2 years.

High responsibility.

Good in computer skill.

Have the honesty.

Never do mistake oflaw.

At least 20 years old.

Job description

Coordination with accountant.

Take tax invoices for customer.

Keep the money when the customers pay for product.

Chef

Job Requirement

Have certificated of cooking.

Has an experience with restaurant at least 3 years.

Has imagines andcreativity for made news product.

If certificated of contest, we will special consider.

Good leadership.

Good team work.

Job description

Cook the food for customer needs.

Creativity for made new Thai fusion food Manu.

Chef assistant

Job Requirement

At least High school.

Has an experience with cooking at least 1 year.

Love to learn for develop new skills.

At least 20 years old.

La Lan Ta Bar&Restaurant 105

Job description

Support with Chef for Cook the food for customer order.

Prepare material for Chef.

Clean the kitchen room after the restaurant closes.

Prepare material every day before the restaurant opened.

Waiter (per hour @ 7×30 Baht)

Job Requirement

At least High school.

At least 18 years old.

Good service mind and relationship.

Good manners

High endurance

To be actual to solving problem.

Job description

Prepare the food for dish up food to customer.

Prepare place in the restaurant before time to open.

Bartender

Job Requirement

Have certificated and skill of drinking Cocktail.

Creativity for made new Cocktail Manu.

Have Knowledge about cocktail.

Job description

Prepare the drink from the check list every day.

Prepare the drink order.

Clean around the water bar area.

Check list of beverage before and after the restaurant closes.

Receptionist

Job Requirement

At least Vocational Certificate.

Good relationship.

Good service mind.

Good Thai and English language communication.

La Lan Ta Bar&Restaurant 106

Job description

To take care the customer when they come in the restaurant.

Check table when the customer come to the restaurant.

Know every Manu in the restaurant and can recommend famous Manu.

Cleaners

Job Requirement

At least middle school.

Has the good communication skill.

Hard-working.

Job description

Prepare and clean the tool and wash dish in the kitchen.

Clean the restaurant area every day after the restaurant closes.

Security guard (per hour @ 7 hour)

Job Requirement

At least middle school

Have the sport skills.

Have the honesty in the work.

Can flexibility time at night.

Job description

Facilitate for customer.

Manage for parking car for customer.

Musician

Job Requirement

Have Music skill.

Good singing.

Good entertains to audiences.

Good teamwork

Good personality.

Can flexibility time on Holiday.

Job description

Entertains to customer.

Sing song and play music to customer.

La Lan Ta Bar&Restaurant 107

6.3 Rental Free

The buildings that we will rent have 2 floors. The size of room in the first floor is

8×12 meter and the second floor same the first floor. We have make contract agreement to

rent the building for 1 by 1 year then we prepayment rental free at the beginning of January

2013 for 1 year with total cost of rental fee is 25,000×12=300,000 baht

6.4 Office expense

Year1

Year2

No.2014 Description Base Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

1 Employee Salary 190,300 190,300 190,300 190,300 190,300 190,300 190,300 190,300 190,300 190,300 190,300 190,300 190,300

2 Rental fee 25,000 25,000 25,000 25,000 25,000 25,000 25,000 25,000 25,000 25,000 25,000 25,000 25,000

3 Electricity expense 2,000 2,500 2,300 3,200 2,900 2,300 1,900 2,100 2,400 2,800 2,500 2,400

4 Water Expense 260 180 250 270 300 170 190 230 260 170 160 210

5 Internet and Telephone expense 1,600 2,300 1,500 1,900 1,700 2,000 1,400 1,800 2,200 1,900 2,100 2,400

6 Fire Insurance 2,500 2,500 0 0 0 0 0 0 0 0 0 0 0

7 Training expense 10,000 0 0 0 0 0 0 0 0 0 10,000 0 0

Total 227,800 221,660 220,280 219,350 220,670 220,200 219,770 218,790 219,430 220,160 230,170 220,060 220,310

No. 2015 Description Base Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

1 Employee Salary 190,300 190,300 190,300 190,300 190,300 190,300 190,300 190,300 190,300 190,300 190,300 190,300 190,300

2 Rental fee 25,000 25,000 25,000 25,000 25,000 25,000 25,000 25,000 25,000 25,000 25,000 25,000 25,000

3 Electricity expense 2,400 2,600 2,200 3,800 4,000 3,000 2,900 3,100 2,000 2,200 2,400 2,100

4 Water Expense 240 200 260 280 240 150 210 180 240 220 170 240

5 Internet and Telephone expense 1,600 2,300 1,500 1,900 1,700 2,000 1,400 1,800 2,200 1,900 2,100 2,400

6 Fire Insurance 2,500 2,500 0 0 0 0 0 0 0 0 0 0 0

7 Training expense 10,000 0 0 0 0 0 0 0 0 0 10,000 0 0

Total 227,800 222,040 220,400 219,260 221,280 221,240 220,450 219,810 220,380 219,740 229,620 219,970 220,040

La Lan Ta Bar&Restaurant 108

Year3

Year 4

Year5

No. 2016Description Base Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

1 Employee Salary 197080 197080 197080 197080 197080 197080 197080 197080 197080 197080 197080 197080 197080

2 Rental fee 25,000 25,000 25,000 25,000 25,000 25,000 25,000 25,000 25,000 25,000 25,000 25,000 25,000

3 Electricity expense 2,500 2,100 2,400 3,900 3,500 3,200 2,700 3,200 2,100 2,300 1,800 1,600

4 Water Expense 230 250 220 260 250 250 270 230 250 220 180 250

5 Internet and Telephone expense 1,600 2,300 1,500 1,900 1,700 2,000 1,400 1,800 2,200 1,900 2,100 2,400

6 Fire Insurance 2,500 2,500 0 0 0 0 0 0 0 0 0 0 0

7 Training expense 10,000 0 0 0 0 0 0 0 0 0 10,000 0 0

Total 234580 228910 226730 226200 228140 227530 227530 226450 227310 226630 236500 226160 226330

No. 2017 Description Base Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

1 Employee Salary 197080 197080 197080 197080 197080 197080 197080 197080 197080 197080 197080 197080 197080

2 Rental fee 25,000 25,000 25,000 25,000 25,000 25,000 25,000 25,000 25,000 25,000 25,000 25,000 25,000

3 Electricity expense 1,900 2,000 2,400 3,700 3,600 3,300 2,600 3,150 2,300 2,600 1,500 1,400

4 Water Expense 180 220 190 250 230 210 230 260 210 250 220 230

5 Internet and Telephone expense 1,600 2,300 1,500 1,900 1,700 2,000 1,400 1,800 2,200 1,900 2,100 2,400

6 Fire Insurance 2,500 2,500 0 0 0 0 0 0 0 0 0 0 0

7 Training expense 10,000 0 0 0 0 0 0 0 0 0 10,000 0 0

Total 234580 228260 226600 226170 227930 227610 227590 226310 227290 226790 236830 225900 226110

No. 2018 Description Base Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

1 Employee Salary 197080 197080 197080 197080 197080 197080 197080 197080 197080 197080 197080 197080 197080

2 Rental fee 25,000 25,000 25,000 25,000 25,000 25,000 25,000 25,000 25,000 25,000 25,000 25,000 25,000

3 Electricity expense 1,850 2,100 2,200 3,500 3,200 3,400 2,700 3,450 2,350 2,400 1,600 1,400

4 Water Expense 200 190 230 210 250 230 250 230 240 240 220 240

5 Internet and Telephone expense 1,600 2,300 1,500 1,900 1,700 2,000 1,400 1,800 2,200 1,900 2,100 2,400

6 Fire Insurance 2,500 2,500 0 0 0 0 0 0 0 0 0 0 0

7 Training expense 10,000 0 0 0 0 0 0 0 0 0 10,000 0 0

Total 234580 228230 226670 226010 227690 227230 227710 226430 227560 226870 236620 226000 226120

La Lan Ta Bar&Restaurant 109

6.5 Office investment and Depreciation expense

Depreciation Year 1

La Lan Ta Bar&Restaurant 110

Depreciation Year 2

La Lan Ta Bar&Restaurant 111

Depreciation Year 3

La Lan Ta Bar&Restaurant 112

Deprecation Year 4

La Lan Ta Bar&Restaurant 113

Deprecation Year 5

La Lan Ta Bar&Restaurant 114

La Lan Ta Bar&Restaurant 115

Chapter 7

Financial Analysis

LaLanTa Bar & Restaurant

Income Statement

For the year ending December 31, 2013

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Year 1

Sales 0 0 0 0 0 0 0 0 0 0 0 71,627 71,627

Less:cost of good sold 0 0 0 0 0 0 0 0 0 0 0 32,925 32,925

Gross profit 0 0 0 0 0 0 0 0 0 0 0 38,702 38,702

Operating expense 0 0 0 0 0 0 0 0 0 0 0 0 0

-Salaries expense 0 0 0 0 0 0 0 0 0 0 0 6,343 6,343

-Marketing expense 0 0 0 0 0 0 0 0 0 0 0 1,800 1,800

-Promote expense 0 0 0 0 0 0 0 0 0 0 0 5,500 5,500

-Utilities expense 0 0 0 0 0 0 0 0 0 0 0 6,360 6,360

-Income before tax (-) 0 0 0 0 0 0 0 0 0 0 0 18,699 18,699

-Tax expense(10%) 0 0 0 0 0 0 0 0 0 0 0 0 0

Total operating expense 0 0 0 0 0 0 0 0 0 0 0 20,003 20,003

Net income 0 0 0 0 0 0 0 0 0 0 0 18,699 18,699

LaLanTa Bar & Restaurant

Income Statement

For the year ending December 31, 2014

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

Sales 338,216 330,990 299,841 342,262 351,711 323,716 295,013 279,884 282,897 307,600 351,036 378,907 3,882,073

Less:cost of good sold 152,648 147,820 134,300 152,655 156,269 143,776 130,890 124,539 127,738 137,812 156,815 169,848 1,735,110

Gross profit 185,568 183,170 165,541 189,607 195,442 179,940 164,123 155,345 155,159 169,788 194,221 209,059 2,146,963

Operating expense 0 0 0 0 0 0 0 0 0 0 0 0 0

-Salaries expense 190,300 190,300 190,300 190,300 190,300 190,300 190,300 190,300 190,300 190,300 190,300 190,300 2,283,600

-Marketing expense 1,800 63,000 63,000 63,000 63,000 63,000 63,000 63,000 63,000 63,000 63,000 4,600 636,400

-Promote expense 5,500 4700 4700 4,500 4,250 4,500 4,000 4,000 4,500 4,250 4,300 11,000 60,200

-Utilities expense 6,360 4,980 4,050 5,370 4,900 4,470 3,490 4,130 4,860 4,870 4,760 5,010 57,250

-Income before tax (-) -18,392 -79,810 -96,509 -73,563 -67,008 -82,330 -96,667

-

106,085

-

107,501 -92,632 -68,139 -1,851 -890,487

-Tax expense (10%) -1839.2 -7981 -9650.9 -7356.3 -6700.8 -8233 -9666.7

-

10608.5 -10750 -9263.2 -6813.9 -185.1 -89,049

Total operating expense 202,121 254,999 252,399 255,814 255,749 254,037 251,123 250,822 251,910 253,157 255,546 210,725 2,948,401

Net income -16,553 -71,829 -86,858 -66,207 -60,307 -74,097 -87,000 -95,477 -96,751 -83,369 -61,325 -1,666 -801,438

La Lan Ta Bar&Restaurant 116

LaLanTa Bar & Restaurant

Income Statement

For the year ending December 31, 2015

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

Sales 544,797 540,532 542,519 556,293 540,776 545,921 547,423 481,250 453,608 453,250 460,640 492,694 6,159,703

Less:cost of good sold 238,193 235,922 236,539 243,035 235,225 237,976 239,485 210,692 198,869 199,176 202,421 215,468 2,693,001

Gross profit 306,604 304,610 305,980 313,258 305,551 307,945 307,938 270,558 254,739 254,074 258,219 277,226 3,466,702

Operating expense 0 0 0 0 0 0 0 0 0 0 0 0 0

-Salaries expense 197,080 197,080 197,080 197,080 197,080 197,080 197,080 197,080 197,080 197,080 197,080 197,080 2,364,960

-Marketing expense 1,800 63,000 63,000 63,000 63,000 63,000 63,000 63,000 63,000 63,000 63,000 63,000 636,800

-Promote expense 4,800 4500 4,000 3,950 3,950 4,300 3950 4250 4000 4600 4700 8000 55000

-Utilities expense 6,360 4,980 4,050 5,370 4,900 4,470 3490 4130 4860 4870 4760 5010 57250

-Income before tax(-) 96,564 35,050 37,850 43,858 36,621 39,095 40,418 2,098 -14,201 -15,476 -11,321 4,136 294,692

-Tax expense(10%) 9656.4 3505 3785 4385.8 3662.1 3909.5 4041.8 209.8 413.6 33569

Total operating expense 219,696 273,065 271,915 273,786 272,592 272,760 271,562 268,670 268,940 269,550 269,540 273,504 3,205,579

Net income 86,908 31,545 34,065 39,472 32,959 35,186 36,376 1,888 -14,201 -15,476 -11,321 3,722 261,123

LaLanTa Bar & Restaurant

Income Statement

For the year ending December 31, 2016 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Year 4

Sales 546,169 535,949 556354 605020 561923 508678 463166 458759 485070 560848 672621 742032 6696589

Less:cost of good sold 269164 264107 271086 300782 279038 258286 238097 234616 246749 273754 323851 356834 3316364

Gross profit 277005 271842 285268 304238 282885 250392 225069 224143 238321 287094 348770 385198 3380225

Operating expense 0 0 0 0 0 0 0 0 0 0 0 0 0

-Salaries expense 197,080 197,080 197,080 197,080 197,080 197,080 197,080 197,080 197,080 197,080 197,080 197,080 2,364,960

-Marketing expense 1800 63000 63000 63000 63000 63000 63000 63000 63000 63000 63000 4230 636030

-Promote expense 4500 3950 4000 3950 3950 3950 3950 4700 3850 4500 4500 9300 55100

-Utilities expense 6360 4980 4050 5370 4900 4470 3490 4130 4860 4870 4760 5010 57250

-Income before tax (-

) 67,265 2,832 17,138 34,838 13,955 -18,108 -42,451 -44,767 -30,469 17,644 79,430 169,578 266,885

-Tax expense(10%) 6726.5 283.2 1713.8 3483.8 1395.5 -1810.8 -4245.1 -4476.7 -3046.9 1764.4 7943 16957.8 26688.5

Total operating expense 216,467 269,293 269,844 272,884 270,326 266,689 263,275 264,433 265,743 271,214 277,283 232,578 3,140,029

Net income 60,539 2,549 15,424 31,354 12,560 -16,297 -38,206 -40,290 -27,422 15,880 71,487 152,620 240,197

La Lan Ta Bar&Restaurant 117

LaLanTa Bar & Restaurant

Income Statement

For the year ending December 31, 2015

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

Sales 607,524 711,997 767,679 788,596 818,037 806,563 708,146 727,724 776,940 852,782 861,441 906,783 9,334,212

Less:cost of good sold 267,352 312,875 337,880 346,673 357,356 355,112 311,510 320,481 338,427 373,381 376,460 396,719 4,094,226

Gross profit 340,172 399,122 429,799 441,923 460,681 451,451 396,636 407,243 438,513 479,401 484,981 510,064 5,239,986

Operating expense 0 0 0 0 0 0 0 0 0 0 0 0 0

-Salaries expense 197,080 197,080 197,080 197,080 197,080 197,080 197,080 197,080 197,080 197,080 197,080 197,080 2,364,960

-Marketing expense 1,800 63,000 63,000 63,000 63,000 63,000 63,000 63,000 63,000 63,000 63,000 4,700 636,500

-Promote expense 4,500 4,000 4,000 3,950 3,950 3,950 3,950 3,950 4,500 4,500 4,700 9,200 55,150

-Utilities expense 6,360 4,980 4,050 5,370 4,900 4,470 3,490 4,130 4,860 4,870 4,760 5,010 57,250

-Income before tax (-) 130,432 130,062 161,669 172,523 191,751 182,951 129,116 139,083 169,073 209,951 215,441 294,074 2,126,126

-Tax expense(10%) 13043.2 13006.2 16167 17252.3 19175 18295.1 12911.6 13908.3 16907 20995 21544.1 29407.4 212612.6

Total operating expense 222,783 282,066 284,297 286,652 288,105 286,795 280,432 282,068 286,347 290,445 291,084 245,397 3,326,473

Net income 117,389 117,056 145,502 155,271 172,576 164,656 116,204 125,175 152,166 188,956 193,897 264,667 1,913,513

La Lan Ta Bar&Restaurant 118

LaLanTa Bar & Restaurant

Statement of Cash Flows

For the year ending December 31, 2013

LaLanTa Bar & Restaurant

Statement of Cash Flows

For the year ending December 31, 2014

La Lan Ta Bar&Restaurant 119

LaLanTa Bar & Restaurant

Statement of Cash Flows

For the year ending December 31, 2015

LaLanTa Bar & Restaurant

Statement of Cash Flows

For the year ending December 31, 2016

La Lan Ta Bar&Restaurant 120

LaLanTa Bar & Restaurant

Statement of Cash Flows

For the year ending December 31, 2017

LaLanTa Bar & Restaurant

Statement of Cash Flows

For the year ending December 31, 2018

La Lan Ta Bar&Restaurant 121

LaLanTa Bar & Restaurant

Balance Sheet

For the year ending December 31, 2013

LaLanTa Bar & Restaurant

Balance Sheet

For the year ending December 31, 2014

La Lan Ta Bar&Restaurant 122

LaLanTa Bar & Restaurant

Balance Sheet

For the year ending December 31, 2015

LaLanTa Bar & Restaurant

Balance Sheet

For the year ending December 31, 2016

La Lan Ta Bar&Restaurant 123

LaLanTa Bar & Restaurant

Balance Sheet

For the year ending December 31, 2017

LaLanTa Bar & Restaurant

Balance Sheet

For the year ending December 31, 2018

Risk Management

La Lan Ta Bar&Restaurant 124

Chapter 8

Risk Management

Risk Analysis

Risks refer to opportunities of problems that are expected to occur in the future.

Lack of operation, production, planning, and every other activities can separated into two

types of risk: First; the risk that called External Risk that occurs outside company those cannot

be predicted or controlled, but it may be avoided and eliminated. Second; the risk that

called Internal Risk that occurs within company those can be

controlled, avoided, and eliminated

6.1. External Risk

Risks caused by external factors that the risk cannot predict the number of sales. It is

beyond the risk management and operational executives and employees of the company. So

the company has a good plan to prevent risks that may happen from external influences and

to support the risks that the company will face in the future. Risks happen from external

factors include

La Lan Ta Bar&Restaurant 125

6.1.1. Risk from Technology

Technologies can affect business in the current. The restaurant is growing rapidly.

There are many entrepreneurs. Many types of businesses can gain more profits when in

communications technology can reduce the number of intermediaries. And many businesses

have closed because there was no need to operate long. Technology affects to changes the

lives of people and business by the internet. In Chiang rai use widely Internet whether

communications or entertainment. Today people known that technologies move along

dynamically with the world changes rapidly overtime

6.12. Risk of customers need and customer behavior

The need of consumers to purchase our products can differently change such as the

trend of consumers need changes by generation which there are different attitudes, lifestyle,

and need of food nowadays. Moreover there are a lot of competitor’s products those are

choices for consumers to choose. In this problem is direct risk to LALANTA Bar and

restaurant that may affect to sales and revenues of LALANTA Bar and restaurant .From the

reasons above it is the risk that affects to LALANTA Bar and restaurant and to change the

consumers purchasing behavior that LALANTA Bar and restaurant has to manage the risk

about consumers decision making. So, LALANTA Bar and restaurant will use the marketing

strategy that is focus on consumers intimacy by enough informing until attract the consumers

need, after that satisfy them to make them be our loyalty

6.13 Economic condition

As for outlook in 2012, the Fiscal Policy Office pointed out

that the implementation of the Government’s restoration and rehabilitation measures would

be a supporting factor to spur the Thai economy. Private consumption is likely to grow by 3.8

La Lan Ta Bar&Restaurant 126

percent. The Government’s policies of raising the daily minimum wage and the starting

salary for new graduates holding bachelor’s degrees and working in the public sector would

stimulate public spending. So, it make to investor increase money to investment include to

competitor has high power to competition with develop to own organization. While

LALANTA Bar and restaurant create to marketing strategy and create to good manage in

external and internal factor for organization.

6.1.4. Competitor Risks

LALANTA Bar and restaurant use competitor

analysis strategy to analysis for protect strategic through identify opportunities,

threats and analysis the form to support the efficient and effective strategy

formulation, implementation, monitoring and adjustment. For LALANTA Bar and

restaurant by established at the Chiang rai. Although There are many competitor but

LALANTA Bar and restaurant provide services and food that special than other

competitor. So ,LALANTA Bar and restaurant will create new strategies for

difference from competitors by give more qualities for our products and services,

build good image and provide long term relationship by advertising about activities,

build impression for first meet in our restaurant and provide services from heart. Then

we are increase the ways to contract with customers by adding new channels and

alternative, find new customers and increase strategies for respond to more group of

customer, create new styles of services for attractive the customer and difference

activities from competitors.

6.2. Internal Risk

6.2.1. Risk in Communications

Communication is a process of transferring the information from one entity to

another. Communication processes are important interactions between at least two agents.

Communication can be perceived better as a two-way process in which there is an exchange

and progression of thoughts, feelings or ideas towards a mutually accepted goal or direction

information. The communication in organization and the communication with customer are

important because if one person can communicate is wrong or understand mistake that make

La Lan Ta Bar&Restaurant 127

the business negotiation are fail in situation. That effect for business and then can make bad

image for our restaurant. Moreover the communication in organization when has problem in

services or employee management. Our restaurant need to show the issue was discussed with

employee. So, manager should solve the problem by have a meeting with employee in

organization to make sure for understand in problem and situation when happen in

communicate with customer. The manager can give activities between employees and

managers in organization by company has party with employee and build the relationship

employees our company go to other organizations to learn how about their culture and how to

communicate with other people in organization which way to the unity in organization

6.2.2. Employee Risk

The successful of many businesses are depends on its professional employers and

employees. The Quality of workers is an important factor for the growth and profitability of

the business, and if the company has low attention in recruiting employers and employees,

the company will has low quality both of products and services that company may loss of

sales and benefits. So, LALANTA Bar and restaurant will provide them to training before

start working and motivate them to good working and make consumers satisfaction by give

bonus or holiday for who best working for the company.

6.2.3. Product management

Production is more important one within company this department has to have

good processes and good quality checking that good for nutrition and health of

consumers, but sometimes this department will have the risk about delay of suppliers

in raw materials delivery or raw material that run out of stock does not on time. So,

LALANTA Bar and restaurant create strategy to manage raw material in stock that

fresh all time.

La Lan Ta Bar&Restaurant 128

6.2.5. Financial Risk Financial management is varying important. It needs to be managing with

circumspection, because the financial risk can affect the operations of our business.

Financial is very important when do the business and main factor for company to

operate money in organization which Financial risk is normally risk factor associated

with any form of financing. Risk is probability of unfavorable condition; in financial

sector it is the probability of actual return being less than expected return. There will

be uncertainty in business. LALANTA Bar and restaurant will reduce financial risk in

the future by:

Check the working capital requirements of a business all the times to ensure

that there are sufficient funds available to meet short-term expenses.

Accountant should check for surely and find the way to protect corruption.-

The manager should be attending between account investigations to protect

financial failure data Decrease in sale.

6.3. Conclusion of Risk Management

Risks refer to opportunities of problems that are expected to occur in the future. Lack of operation,

production, planning, and every other activities can separated into two types of risk ;First, the risk that called External

Risk that occurs outside company those cannot be predicted or controlled, but it may be avoided and eliminated;

Risks caused by external factors those LALANTA Bar and restaurant cannot be predicted and controlled, but it may

be avoided and eliminated; so we have to plan for protect the risks those may occur from external factors that

LALANTA Bar and restaurant will confront in the future; Risk from Technology, Risk of customers need and

customer behavior, Economic condition, Competitor Risks. Second, the risk that called Internal Risk that occurs

within company those can be controlled, avoided, and eliminated; Risks caused by internal factors those

LALANTA Bar and restaurant can expect and control, so we have to plan for protect the risks that may occur from

internal factors that LALANTA Bar and restaurant will confront in the future; Risk in Communications, Employee

Risk, Product management, Financial Risk. However, LALANTA Bar and restaurant hoped that all of risks those

we have told will not incur with us now and forever or incur at least.