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1203302 Project Feasibility Study and Evaluation Bee Company Present

Aj.ChaiyawatThongintr Group member

Nuphong Natarat Chakrit Min Ngarmpak Suphastra Souwalak Aksarapak

Pongsak Intraprom Jindawa Zeng Sendorn Kanjanaphruek Cheiwching Tweerodjanakun Section 1

ID: 5131203027 ID: 5131203094 ID : 523123034 ID : 5231203504 ID : 5231205017 ID 5231205157 ID: 5331203135 ID : 5331203145

Mae Fah Luang University

Preface
This project is a part of 1203302 Project Feasibility Study and Evaluationcourse in the second semester of 2012 year academic. In this project is study the feasibility of food delivery service business in Chiangmai which are included generally of Food delivery service business management, competition analysis, market feasibility, the technical process in food delivery service business, financial feasibility, and also risk management. This project makes everyone who interested to get knowledge and information about food delivery service business before make decision to investment, including pre-operation process and operation process of food delivery service business, for the benefit to investment and profit of doing this food delivery service business. We expect that our project will provide benefit more and more interested person, moreover, if they are any error in this project or whatever, our group will made an apologize at this opportunity.

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Table of Contents
PREFACE .............................................................................................................................................. C CHAPTER 1 ........................................................................................................................................... 1 INTRODUCTION ...................................................................................................................................... Background and Significance of the project ........................................................................................ 1 Project Objective .................................................................................................................................. 3 Project Profit ........................................................................................................................................ 3 Activity Time Frame ............................................................................................................................. 4 CHAPTER 2 ........................................................................................................................................... 5 INDUSTRY PROFILE ................................................................................................................................. Nature of Industry ................................................................................................................................ 6 Industry Situation ................................................................................................................................. 8 Product ................................................................................................................................................ 9 CHAPTER 3 ......................................................................................................................................... 17 MARKETING ANALYSIS .......................................................................................................................... PEST Analysis ...................................................................................................................................... 18 Competitor Analysis ........................................................................................................................... 24 Competitive Analysis .......................................................................................................................... 30 STP Analysis ....................................................................................................................................... 31 Marketing Mix Strategy ..................................................................................................................... 34 Sale Forecast/Profit Estimation ......................................................................................................... 43 CHAPTER 4 ......................................................................................................................................... 52 INVESTMENT COST ................................................................................................................................ Pre-Operating Cost ............................................................................................................................ 53 Location ............................................................................................................................................. 60 Office layout ....................................................................................................................................... 67 Employee Motivation ......................................................................................................................... 68 Depreciation ...................................................................................................................................... 70 Conclusion ......................................................................................................................................... 74

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CHAPTER 5 ......................................................................................................................................... 75 PRODUCTION AND OPERATIONS ANALYSIS ........................................................................................... Specification Feather ......................................................................................................................... 76 Product/Service ................................................................................................................................. 77 Operating Cost ................................................................................................................................... 78 CHAPTER 6 ......................................................................................................................................... 80 ORGANIZATION ANALYSIS ..................................................................................................................... Employee Salary ................................................................................................................................. 81 Electricity Expense ............................................................................................................................. 81 Rental Free ........................................................................................................................................ 81 Telephone and Internet expense ....................................................................................................... 82 Car Insurance .................................................................................................................................... 83 CHAPTER 7 ......................................................................................................................................... 86 FINANCIAL ANALYSIS ............................................................................................................................. Cash Flow Statement ......................................................................................................................... 87 Income Statement ............................................................................................................................. 92 Balance sheet statement ................................................................................................................... 97 CHAPTER 8 ....................................................................................................................................... 102 RISK MANAGEMENT .............................................................................................................................. Type of risk ....................................................................................................................................... 103 Planning and Reducing risk .............................................................................................................. 103 External risk ..................................................................................................................................... 104 Internal risk ...................................................................................................................................... 106 General risk ..................................................................................................................................... 107 Business risk .................................................................................................................................... 108 Finance risk ..................................................................................................................................... 119 Conclusion risk management .......................................................................................................... 120 CHAPTER 9 ....................................................................................................................................... 121 SUMMARY ............................................................................................................................................ Summary of Project ......................................................................................................................... 122 REFERENCE ...................................................................................................................................... 123

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Chapter 1 Introduction

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Introduction
1.1 Background and significant of project The reason why we do delivery food and reserve table. Because nowadays people lovecomfortable live*.Food delivery service is the best way for who donot have time to buy food by them. Becausepeople have busy life they are work hard and study hard. Some of them have problem with traffic jam**. Our company are helping people to decrease time to select restaurant, find number of restaurant for reserve the table and we delivery food. Our company is collect information of many restaurantsin Chiang mai. Our company open the website for search the location of restaurants, menu, reserve the table. Some of restaurants can delivery to customer.And we have telephone number that easy to remember. Customer can call at our company they can get number and information of restaurants. Our revenue comes from sell the area for advertisement on our web site, delivery service and deal with restaurant for commissions. This business use low cost so will make much profit. Now our company has information of 79 restaurants in Chiang mai. And it will be good for traveler that looking for restaurant, because our target is people loves comfortable lives. Chiang Mai is the province in north of Thailand. Chiang mai is very popular province in Thailand many tourists select Chiang Mai to visit in their vacation. Chiang mai have good view and fresh air many people and tourists move from their home town and live in Chiang mai. So Chiang mia is a good choice to do this business.

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Population in Chiang Mai Age 0-14 15-29 30-44 45-59 60-74 75-80 up Not-thai nation total Population 174,528 219880 217,944 230,576 86,304 38,612 62,361 1,030,205

PopulaLon in Chiang Mai


250,000 200,000 150,000 100,000 50,000 0 0-14 15-29 30-44 45-59 60-74 75-80 up Not-thai naXon PopulaXon

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Project Objective To study customer behavior. To study feasibility of company. To understand market analysis, technical analysis, financial analysis. To avoid the risk that can occur all time.

Benefits of Have more skill and efficiency to do the project Feasibility. Have more ability to solve the problem when situation change. Can evaluate and identify the meaning of the Project Feasibility. Identify the benefits of this study.

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Activity/Time frame
Operation Method Discuss within group about what is business that we will choose Business Project Identify -Business Introduction -Industry Profile Market analysis (To do the market analysis.) Technical analysis (To do the technical analysis.) Production and operation analysis Administration Analysis November 1 2 3 4 1 December 2 3 4 1 January 2 3 4 1 February 2 3 4

Finance Analysis Risk management (To search for risk management) Summary Collect the information to do project report. Edit report and making presentation Project Presentation

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Chapter 2 Industry Profile


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Industry Profile

Nature industry Ordering and Delivery is Popular for a long time but anyone know about this business. Today a delivery business is help to People do not waste time. You can waste a food in the house and many companies is Specified period of time in the transmission can help your company is Reliable. A delivery business is popular in many company such as KFC, pizza etc. many companies can use a Motorcycles for delivery .The business is more interesting in today it time is people do not have much free time. 2.1 Delivery Delivery is the process of transporting goods. Most goods are delivered through a transportation network. Cargo(physical goods) are primarily delivered via roads and railroads on land, shipping lanes on the sea and airline networks in the air. Certain specialized goods may be delivered via other networks, such as pipelines for liquid goods, power grids for electrical power and computer networks such as the Internet or broadcast networks for electronic information. The general process of delivering goods is known as distribution. The study of effective processes for delivery and disposition of goods and personnel is called logistics. Firms that specialize in delivering commercial goods from point of production or storage to point of sale are generally known as distributors, while those that specialize in the delivery of goods to the consumer are known as delivery services. Postal, courier, and relocation services also deliver goods for commercial and private interests.

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2.2 Consumer goods delivery Most consumer goods are delivered from a point of production (factory or farm) through one or more points of storage (warehouses) to a point of sale (retail store), where the consumer buys the good and is responsible for its transportation to point of consumption. There are many variations on this model for specific types of goods and modes of sale. Products sold via catalogue or the Internet may be delivered directly from the manufacturer or warehouse to the consumer's home, or to an automated delivery booth. Small manufacturers may deliver their products directly to retail stores without warehousing. Some manufacturers maintain factory outlets which serve as both warehouse and retail store, selling products directly to consumers at wholesale prices (although many retail stores falsely advertise as factory outlets). Building, construction, landscaping and like materials are generally delivered to the consumer by a contractor as part of another service. Some highly perishable or hazardous goods, such as radioisotopes used in medical imaging, are delivered directly from manufacturer to consumer. Home delivery is often available for fast food and other convenience products, e.g. pizza delivery. Sometimes home delivery of supermarket goods is possible. A milk float is a small battery electric vehicle (BEV), specifically designed for the delivery of fresh milk.

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Situation Industry Now a day people wantto convenience life. So Bee Company creates a demand for customers. The Company KRC Co, Ltd. Indicate overall of delivery business clear of a tread growth up and it is expected thatchance to expand into markets. One reason due come from ownerships began to turn to use delivery as a channel in the increase selling products. For delivery company of Thailand has 2 ways are law material delivery company and Instant delivery company. This is the summary from The Company KRC Co, Ltd. In the 2008 the delivery company in Thailand with the value of around 5000 million baht increased 15 percent when compared with 2007. The Company KRC Co, Ltd.a good business when the current food item discovery. The value of the market is in a high-scoring, it is not unusual to find that a relatively competitive force. If the employer is a skilled reader plus have more transparently, it can pull the competitor's market share came to its ownerships."Good food and interesting discovery, company counted as a business in this era because the value of the market is in a highscoring, and also an opportunity to expand the market further, but many employers may want to take additional market research, more specifically only to the market is the market where entrepreneurs can create more high-value."The Company KRC Co, Ltd.is directed to the employer the food home. Start operates. Even though it is the beginning of a small house, but not long after the family can growth until it became widely accepted."Openingthe company somewhere, there must be a very long run that atheist 1 year and miscellaneous expense burden is a loss we discuss whether there is any other way to bring food to the empty or customers alike, it is a good summary of the match to make the discovery, she. Under the grace brand is a good number of all-in-one terminals. When the "back story of 2007, listen to the starting point.And so it goes with business principles before the investment. The owner of this business will continue to investigate the treatment of the data is very interesting from the Thai farmers research center that indicated that the number of food, good business, although the period in Thai. There are 5,000 million baht purchases. They think that even a major employer on the market, but also seems to win more because it is a high-value market. "We caught a good number of food markets that the issues she seems to have this space to insert at beginning with education, for example, from major brands him aloud previously by both marketing strategies and our delivery area menu for this information sufficiently long. In that case he may not request inserted into a split market difficult. "

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PRODUCT & SERVICES IN GENERAL

Whats our company? At our company, we believe ordering food online should be fuss-free, fast and definitely fun. Banish the pain of cooking and cleaning up! Enjoy a variety of cuisines at your home or office. With just a few simple clicks, Our Company helps you to easily order food over the internet. Steaming hot food is conveniently delivered to your home or office. Order Online, the Restaurant Delivers Customer can select menu and restaurant from our website. Searches in its network of delivery restaurants, and shows you a list of restaurants that deliver to your address, whether it is your home, office or campus. You can choose a restaurant according to a cuisine you like, such as Pizza, KFC, Chinese food, and Thai food. You can found a restaurant you like? View the menu, choose your dishes and place your order online, our service is completely free and as easy and simple.We are now open at 8 a.m.

Order food in Chiang Mai from 79 restaurants


Restaurant name Buffet Lovers Chiang Mai NisuanArom Dee Ban Koom Noodle Kun Phang Noodle KaoMunKaiNuntaramS uandok Pot roast Noodle Yatai Ramen Babylon

Location Nimmanhemin KanKlong Chon Pra Tan Flower & Garden Wing 41 KanKlong Chon Pra Tan Nimmanhemin Nimmanhemin HuayKaew Front of Chiang

Type of restaurant Buffet Noodle Restaurant Noodle Noodle

Cuisine

Option

Noodle

Restaurant Bee Company 9

Uncle Wak& Sister Yai Genki Ramen Tei CentaraDuangtawan hotel Arhan Tar Mr. Jame Iberry Chiang Mai Sanga Cheung Doy ShabuShabuChiangmai Grandview Robinson Airport plaza JokeChangMoi Boat Armaa Mu KhunNai Salad KaoMunKaiKritOCha GoDengHoDengTonpa yorm SuSuRan Banana friend Aunt Na Kuseen doctor noodle Noboru Kaw Tom SuanDok Ma-led kahfe Kitchen Le Crystal Restaurant Kao Soi Mea Sai SaArt

Mai University Flower & Garden Wing 41 Nimmanhemin Night bazaar Flower & Garden Wing 41 Nimmanhemin Nimmanhemin Santidham Chiang Mai Lumpang Super street Hand Dong Road Santidham Front of Chiang Mai University Nimmanhemin Be hide of Chiang Mai University Santidham KanKlong Chon Pra Tan Mahidol Road Nimmanhemin Nimmanhemin Front of Chiang Mai University Flower & Garden Wing 41 Be hide Chiang Mai University Ping river Santidham KlangWiangChian

Noodle Restaurant Buffet hotel Restaurant Noodle Restaurant Ice Cream Restaurant Buffet hotel Restaurant Restaurant Ice Cream Restaurant Noodle Restaurant Restaurant Restaurant Noodle Buffet Roadside Noodle Restaurant Restaurant Restaurant Ice Cream Restaurant Restaurant Noodle Noodle Bee Company 10

KaNomGeenLomKao Simirun Seafood The teashop Tita gallery Su casa

g Mai Be hide Chiang Mai University Meajo road Front Chiang Mai University Maerim rode Nimmanhemin

Noodle Restaurant Restaurant Ice Cream Restaurant

Restaurant

MuPingKhunPor AongTipRot AI Sushi Kratumband Noodle Tsunami sushi bar ESarnOneMilionPercent Nida The Secret

Nimmanhemin KlangWiang Chiang Mai HuayKaew Etc. Front Chiang Mai University Front Chiang Mai University Nimmanhemin Chang Khlan

Road Side Noodle Restaurant Noodle Restaurant Restaurant Road Side Restaurant

KinCen PingGaWa Pooyim Seafood Restaurant Rad mango BanKanoomJeen Monkey Club RotSaweay Mrs.Icy

Front Chiang Mai University Railway Chiang Mai Lampang Supper road Front Chiang Mai University Wadjedyod, Khuangsingha Nimmanhemin Surrounding-moat Mahidol Road

Restaurant Buffet Restaurant Restaurant Ice cream Restaurant Pub &Restaurant Noodle Restaurant Ice Cream

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Kaiyangchoengdoi Krachung Tong Meajo

Nimmanhemin Meajo road

Restaurant Karaoke Restaurant Restaurant Restaurant Restaurant Restaurant Restaurant Restaurant

Cake Cottage Kitchen Hush Burger King TalaeMahachai by PaPad sushijiro Chawfahtaleakram Seafood

Nimmanhemin Railway Night Bazaar Etc. Nimmanhemin Flower & Garden Wing 41

Gohantei Ramen Ya Vittoria terrace Coffee Madamian Ran-hna-thng mr.juicy G&M German Sausage KadKafe

Surrounding-moat Be hide Chiang Mai University Ping river Meajo road Sunkampang road KlangWiang Chiang Mai Doisaket Road Chang Khlan

Restaurant Road Side Coffee shop Buffet Coffee shop Coffee shop Restaurant Restaurant Restaurant

Sukonta Moo Kung Kata Khun Churn Cheesecake by Aoybakery Home Fresh ice cream

HuayKaew Nimmanhemin Chang Khlan Nimmanhemin

Buffet Buffet Restaurant Buffet Coffee shop Restaurant Ice cream Bee Company 12

Fresh milk Ice cream CoffiZebra Kazokutei BanRomMai

Front of Chiang Mai University

Ice cream Coffee shop

Chang Khlan Chang Khlan

Restaurant Karaoke Restaurant Restaurant Buffet Buffet Restaurant Restaurant Restaurant

Ma Yom Kitchen MK Restaurant Fujian Chinese Restaurant FhaThaNee Fish Noodle Dude cafe

Nimmanhemin Hangdong road Sunkampang road Nimmanhemin Nimmanhemin

FaHamMuKaTa Khantoke Old Chiangmai Cultural center Kaofae coffee shop and restaurant KawTomBangKok Pon Yang Khum Chiang Mai Rosewood Restaurant

FaHam Wualai - Thipnate

Buffet Restaurant Buffet Restaurant Coffee shop Restaurant Restaurant Buffet Restaurant Restaurant

Mea Rim road Flower & Garden Wing 41 KanKrongChonpra than Hangdong road

Mr. Chan & Miss Pauline ZearFishNoodle Phuket Seafood Chiangmai

KanKrongChonpra than Fah Ham KanKrongChonpra than

Restaurant Noodle Restaurant Restaurant

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Pizza N Pasta Kad Buffet

KanKrongChonpra than Hangdong road

Restaurant Buffet

Kabuki grill punna place LumLum Cuisine de Garden BameeMeawMeaw SomtumSolao Sweet Room Chan Cafe and Beds Wagaya Tengoku de cuisine Charin Pie

Nimmanhemin Meajo road Hanggong road Flower & Garden Wing 41 Nimmanhemin HuayKaew Nimmanhemin Nimmanhemin Sunkampang road Nimmanhemin

Buffet Buffet Restaurant Restaurant Restaurant Restaurant Coffee Restaurant Coffee Buffet Restaurant Buffet Restaurant Coffee

The Steak House Pub & Restaurant KruaYa Bistro 1

Changpuek, Kamtheang KanKrongChonpra than Wualai Thipnate

Pub& Restaurant Restaurant Restaurant

SomtumKonU-dorn AubergeChiangmai French and Steak

Santitham Mahidol rode

Restaurant Restaurant

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Misone Restaurant KruaDoyCum Tong Yufuku yakiniku YodAroi SaksitVegetariansFood IceDEAChiangmai Guu Fusion Roti and Tea O black joe

Nimmanhemin KanKrongChonpra than Nimmanhemin Nimmanhemin Changklan Flower & Garden Wing 41 Nimmanhemin Nimmanhemin

Restaurant Restaurant Restaurant Buffet Restaurant Restaurant Restaurant Coffee Ice cream Restaurant

Front of Chiang Mai University Klang-wiang Chiang Mai Klang-wiang Chiang Mai Klang-wiang Chiang Mai Nimmanhemin

Restaurant

KonTai Ahh Noodle ToopNoi Plapoen Coffee and Restaurant

Restaurant Noodle Restaurant Coffee Restaurant Restaurant

Uno Due Tre DIY Pizza Sunkampang road and Restaurant SaiJai Coffee & Food Front of Chiang Mai Univrsity Front of Chiang Mai University Thapea

Monkaew Coffee

Buffet Coffee Ice cream Restaurant Coffee

Alert restaurant & bar

Restaurant

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La Casa de Nimman

Front of Chiang Mai University Nimmanhemin Kiang-wiang Chiang Mai Doisaket road Suntithum Ping river

Hotel Coffee Restaurant Coffee Ice cream Karaoke Restaurant Restaurant Restaurant

Have A Nice Day Coffee @Nimman Volcano Ice SuanHomKawLum Steak Pee Mee Comedara

Buffet lovers Chiangmai Neko Yakiniku

Nimmanhemin Nimmanhemin

Buffet Restaurant Buffet

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Chapter 3 Marketing Analysis


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Market Analysis
Genaral Environment Analysis (PEST) Political The labor did not occur affecting companies earn less. Because the minimum wage will be different according to the region because of the economy in each region with productivity in the different. To set minimum wage equal in all areas will result in long-term damage to productivity in areas with low productivity because of business in these areas will not be able to compete with businesses in other areas. Because they must bear is the unit cost of production higher. In addition termination issues in these areas will also push for labor that has to go out and find a job in another area that has a higher productivity in the production. Thus it does not affect the company directly. (source:http://www.dpu.ac.th/researchcenter/poll.php?act=view&id=228) Economy The business cangrowadversetheflow crisis economies. There may be reason to come from businesses that can meet the needs of most Thai people to focus on the House. The cause is because travel outside of the home, each one will have higher costs because of expensive oil price rise every day.In addition lifestyles of people nowadaysespecially in big cities there are many rarely have time to eat my own cooking at home or if he wants to do is not think because of exhausted from working regularly and when calculating the value of raw material gas values delay values and other values power against buy ready-made food from outside the home than money seems to be eating.And recently Interesting information from the Research Center co., Ltd.,Asnapshotofthefooddelivery business. Have a tendency to grow prominently and expect to have the opportunity to expand the market to have more. One reason because those who invest in the food. Start to use gooddelivery through increasing the amount of items for sale every time.Thai food delivery of business split into 2 main categories: business, sending food and raw material for food delivery business category format. Summary statistics are numbers from the Research Center with the Thai farmer in domestic food delivery business. 2551 (2008) Thai baht is worth approximately 5000 million. Increased by 15 percent compared to the year 2550 (2007). "food delivery business is interesting in this era because the value of the market is high, and the criteria the opportunity to expand the market, but they continue to invest in more research may be required to add to a specific group of more drilling market, especially the market healthy food market continues to erode as can be." Research Center co.,Ltd., say

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Thailand will halt sales of 91-octane gasoline from October 2012 in a bid to reduce its imports of crude and support the domestic renewable biofuel industry Economics is a science that studies about the way one is restricting production resources for the production of goods and services for maximum benefit.

Social Site Use by Age Group, 2005-2012


Social Networking Site Use by Age Group, 2005-2012


% of internet users in each age group who use social networking sites
100 90 80 70 60 % 50 40 30 20 10 0 7 9 6 Feb-05 4 8 Aug-06 25 11 May-08 1 7 24 13 Apr-09 Aug-11 May-10 Feb-12 Aug-12 26 29 49 48 67 76 68 61 47 49 50 34 38 86 87 86 72 92 73 57 18-29 30-49 50-64 65+

Note: Total n for internet users ages 65+ in 2005 was <100, so results for that group are not include.

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Technology Social networking is the practice of expanding the number of one's business and/or social contacts by making connections through individuals. While social networking has gone on almost as long as societies themselves have existed, the unparalleled potential of the Internet to promote such connections is only now being fully recognized and exploited, through Web-based groups established for that purpose.

Highlights of the Pew Internet Projects research related to social networking.


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Technology network
Facebook Still dominates the social sphere. As of December 2012, two-thirds of online American adults (67%) are Facebook users, making Facebook the dominant social networking site in this country. New findings indicate there is considerable fluidity in the Facebook user population:

61% of current Facebook users say that at one time or another in the past they have voluntarily taken a break from using Facebook for a period of several weeks or more.

20% of the online adults who do not currently use Facebook say they once used the site but no longer do so.

8% of online adults who do not currently use Facebook are interested in becoming Facebook users in the future.

Mobile The growing ubiquity of cell phones, especially the rise of smart phones, has made social networking just a finger tap away. Fully 40% of cell phone owners use a social networking site on their phone, and 28% do so on a typical day.

Technology usage

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Ecommerce 88.1% of US internet users ages 14+ will browse or research products online in 2012. 83.9% of internet researchers will make at least one purchase via the web during 2012. Online shoppers will reach 184.3 million in 2012, up 3.3% from 2011. Online buyers will reach 154.6 million in 2012, up 4.4% from 2011.

Twitter Statistics 2012 34% of marketers have generated leads using Twitter 55% of Twitter users access the platform via their mobile

General Social Media Statistics 2012 30% of B2B marketers are spending million of dollars each year on social media marketing Nearly 30% of these users are not tracking the impact of this marketing 20% of Google searches each day have never been searched for before Out of the 6 billion people on the planet 4.8 billion have a mobile and only 4.2 billion own a toothbrush So, according to graph and information the technology suitable for current because the people increase to used the technology all time and every year. The technology is factor to easy to used communication tools, incorporate to new information, can purchases product by internet (ecommerce), save time and simple to access.

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Competitor analysis

Bargaining Power of Suppliers Food delivery service industrys main suppliers are transportation and software technology. The basic content of food delivery service is that the food delivery services ultimately rely on the flow of material from the sender to the recipient. Suppliers bargaining power is weak, and seizing the initiative in the market. Bargaining Power of Buyers The food delivery service mainly is food delivery. In the Thailand, such as KFC, Pizza, Foodpanda, ChefsXpress etc. also is food delivery. So that customers have more choices and increased bargaining power. It enables customers to increase the sensitivity of the food delivery services quality. Such as delivery on time rate, go right, and rate of damaged cargo, all of this increasing customers bargaining power of food delivery service Threat of New Entrants Thailand Food delivery service industry is developing, and has great potential for growth.we have enormous pressure from new foreign delivery service companies because the new foreign delivery service company have big funding tobuy-out the local deliver service company. Under existing internal deliver companies ChefsXpress, Foodpanda, KFC,and Pizza etc. hold large share of the market rate. For some weak new entrants these companies will adopt measures to boycott. Substitutes of new entrants Now the delivery service industry still belong to the substitute industry of traditional transport, and itself is still being developed and constant improved ,to complete replace traditional transport will take some time, so the longer period will not have the emergence of new substitute industries. Bee Company

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Foodpanda The Company: Even though Foodpanda has just arrived in Bangkok, theyve been serving up takeaway treats in countries like Singapore, Malaysia, Philippines and Indonesia for a long time. Here in Bangkok, the buzz is pretty good and while the restaurant list is a lot less interesting than their competitors, it is expanding fast. Ordering: Phone and online. Enter your sub-district (restaurants are quite limited outside the center of the city, though) and the list of available eateries will show up. Add your items in the cart which is very easy and clear; confirm your order and youll get confirmation by email just like Chefsxp. The restaurants: They actually started off with more than 138 restaurants including Pizzazo and Masala Art. But while Foodpanda wins on quantity, the list might not quite cover foodie faves. They will soon be adding places like Baan Ying, Sunrise Tacos, Dine in the Dark and I-Berry, though. Prices: No mark-up order, but there will be an extra charge added by some restaurants; plus some minimum orders, mostly around B200-B300. Delivery Charge*: B60 (depending on the zone). Delivery Time*: 45 mins Packaging: Restaurants own packaging. Other extras: Special promotions. For example, for May, youll get 10% discount and free delivery for eateries like I-Berry, Olive and Bei Otto.

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Food by Phone The Company: Food by Phone has been operating the longest, and they know their customers well. That experience translates into their Top 50 order list or providing delivery zone maps. We also find their minimart service very convenient (but it is only available in Sukhumvit and Silom). You can also order your food a few days in advance if you are planning a special event. Ordering: Phone and online. Ordering online is simpler but if you choose to order by phone, youll also need to go online to see their product code numbers or ask them to send you a printed menu. The restaurants: Around 78 restaurants including Tessa, Bei Otto, Indus, Bacco, Phuket Town and Xuan Mai. Prices: 23% more expensive than Chefs XP for our order. Delivery Charge*: B120 (depending on the zoneand while they charge more for delivery to the suburbs they do deliver all the way out to Thonburi). Delivery Time*: 84 mins Packaging: Reusable plastic containers served in a cardboard tray Other extras: Grocery, beers and a good selection of wine from Italthai, Cornerstone and Siam Winery. Verdict: Pricey but great selection!

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Chefsxp The Company: The second delivery service to arrive on the Bangkok dining scene, and we have to say that theyve become a firm favorite, thanks to their consistently lower prices than the competition. The website can be a little confusing though and the constant doorbell ringing is annoying. Ordering: Online only. Once youve registered its pretty straightforward but they send you a confirmation email every step of the processthats three emails per order! The restaurants: More than 80 restaurants such as BKK Bagel Bakery, Glow, Firehouse, Beccofino and Koi. Prices: No mark-up (all of the restaurants). Delivery Charge*: B60 (for all areas including Thonburi or Bangna). Delivery Time*: 61 mins Packaging: Reusable plastic containers that they deliver on a stainless steel tray (which they keep). Other extras: The website says that theyll be offering goods from Villa Market soon.

SWOT analysis Strengths personal and flexible customer service Weaknesses - inefficient accounting systems limited financial resources lack of an established reputation. Opportunities - increased demand from a successful customer using the Internet to reach new markets new technologies that allow improving product quality. Threats - the emergence of a new competitor, more sophisticated, attractive or cheaper versions of our product or service.

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Customer analysis
Demographic variables of our target market are mostly age and income based. According to 12-60years old are the most people who need food delivery service. Because 12-18years teenagers (mainly to pay money from parents) easy to accept fresh things. 18-22years Oldsacademicians (mainly to pay money from themselves salary of part-time job or parents) pursue fashion and have relatively higher consuming capability22-40years Olds office workers (pay for the money from themselves) are busier study and work, so need convenient and efficient lifestyle. Psychographic: Main reason of choosing food delivery service: 1. Convenient and efficient. Dont leave home, only a telephone or online order can easily fix a dinner. 2. Save time. Dont spend any times cooking. 3. Meet demand. There is wide variety of foods which you want. We will deliver hot and fresh food to customer front door.This means that a hot and freshly prepared meal can be delivered within only a few moments. Our meals will often use fresh vegetables and meats in them, so customer can taste the quality that is inside of them. That makes food delivery one of the best choices customers are going to have for dinner. Behavioral: The most influence factor on customer decision to use food delivery service is ordering, prices, brand, delivery charge, delivery time. So we order by Phone and online. We have powerful IMS to make sure that customer can easy to order. And no mark-up all of the restaurants, and then the delivery charge will depend on the zone. We make sure distribution center in the fastest time Products customer need to place.

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Company analysis
Bee company , get present the service about delivery be comfortable for people who not have much time. In the present my company concern about every time is important. Some student or officer is Inconvenient for going to a Restaurant but my company can help you to save the time. We think this business is less competitive. Bee company is have more Contact such as face book or www.chiangmaiaroi.com or www.chiangraifocus.com in this website is a lot of visitors. The following SWOT analysis captures the key strengths and weaknesses within the company, and describes the opportunities and threats facing Bee company Strengths - be comfortable for people who not have much time. - Less competitive - Help promote the restaurant. Weaknesses -New business -communication problem - Traffic jam Opportunities -For student in a university or officer who dont want to go outside and waiting in restaurant. -For a restaurant who want to promoted your food and we are the Channels of your to promoted. Threat -If the customer order in the internet but internet is error you have a problem. -if a customer who order and you call to order a restaurant but a restaurant is more order already you just waiting for a long time.

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Market segmentation S
Segmentation Variables v Geographic Segmentation 1.1 Regions. 1.2 In the city / rural areas (country). 1.3 Weather v Demographic Segmentation 1.1 Age 1.3 Occupation 1.2 Genders 1.4 Religions


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Geographic segmentation
Chiang Mai is the capital of the northern region and is situated 761 km by rail or approximately 700 km by road north of Bangkok. Chiang Mai is administratively divided into 22 districts. Located between north latitude 17-21 and east longitude 98-99, the province of Chiang Mai is found in the upper area of Thailands northwestern region. The Chiang Mai valley is 310 meters or 1,027 feet above sea level. The widest point of the province measures 136 km or 85 miles, and the longest 320 km or 200 miles. To the north a 277 km or 141.82 miles stretch of mountains divides Chiang Mais northern districts of Fang and Mae Ai from Myanmars (Burmas) Chiang Tung (Shan) State. In certain sections, the Kok River acts as a border between Chiang Mai and Myanmar. On the east, Chiang Mai is bordered by the Chiang Rai, Lampang, and Lamphun provinces. The Mae Tuen River, Ream Mountain, and Luang Mountain separate Chiang Mais South from the province of Tak. Some portions of Chiang Mais south also border the Lamphun province. To the west, Chiang Mai is bordered by Mae Hong Son province.
The climate of Chiang Mai and northern Thailand is influenced by the monsoons, which creates three distinct seasons. Cool Season: (from late October until middle of February). The northeast monsoon brings cool dry air from China. Average temperatures are around 21ree;C and cooler at night. The coldest months are December and January.

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Hot Season: (middle of February to end of May). This is the transition period between the moonsoons. Average temperature is around 29.9ree;C. The hottest month is April. Rainy Season: (from early June to end of October). The southwest monsoon brings warm moist air from the Indian Ocean. Average temperature is around 25.5ree;C. The wettest month is usually September.

Demographic segmentation
Chiang Mai Population >>Not limited to gender, And consumers during the school age to middle age. With a population of 1,547,085 Chiang Mai is one of Thailands largest provinces. Of this number, 170,348 currently live in Chiang Mais city area with the rest distributed throughout Chiang Mais 21 districts, 2 sub-districts. Eighty percent of the people in Chiang Mai are locals by birth, and speak a dialect that is a slight variation of the central Thai language. The remaining 20% is made up of Thai nationals and foreigners who have moved to Chiang Mai to study, work, or retire. There are a number of hill tribes located in the mountainous districts surrounding Chiang Mai such as Omkoi, Mae Jam, Chiang Dao, and Mae Ai. Statistics reported by the Tribal Research Institute of Chiang Mai stated that in the year 1992 there were 1,049 hill tribe villages in the Chiang Mai province, constituting a total of 174,195 people. Of this amount, 106,116 were from the Karen tribe, 27,392 from the Lahu (Musur) tribe, 17,198 from the Hmong (Meo) tribe, 10,873 form the Lisu tribe, 8,862 from the Lua tribe, 2,609 from the Akha tribe, 1,145 from the Mien (yao) tribe, and 485 from the Palong tribe. The hill tribe people are agricultural; planting fields, raising animals, and hunting for a living. Since each tribe has its own culture and language, they blanket the hills of Chiang Mai adding a diverse variety to the local scene. The Bee Company

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majority (80%) of the Chiang Mai residents earn a living through agriculture and agricultural related professions. The second largest industry is tourism and its directly and indirectly related jobs. General commerce and industrymainly handicrafts, and processing agricultural products are the other two major industries. Source: [http://www.lanna.com/travel-info/about-chiang-mai/general- information/population.html]

Target market selection T


Bee Company focused on products in food, restaurant types include delivery. Nowadays populations have increased the demand for food increased too. What is the time savings, for example, reserve a table. Order food to eat at home or eat at a restaurant, etc. Therefore, the Bee company in the market and choose to operate. The convenience and needs for consumers. Bee Company focused on consumers who are in the age range 15-59 years, the age and the number of working-age population in this age range to choose from Population in Chiang Mai. Because of Chiang Mai have the largest number that can be viewed from *"Population in Chiang Mai *Population in Chiang Mai Page 3

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Product Position P
The assess price of the Bee company depends on the price of food by restaurants. And the company's revenue comes from advertising resources in Web site and the delivery of food to consumers.


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Marketing mix(4P)
Price Price strategy that we use is ongoing priceso,price level policy is meet market priceforproductdifferentiationis difficult so it is cannotbesetto be differentfromthecompetition. Our companies have a few competitors on the other hand have more choice than others for customer to choose. Place Our office set at Nimmanhaemin Road, located in the heart of Chiang Mai. It is nearly the most of restaurant that are participating at the same time customer can use our service by our website or phone.

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Product

Thai food

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Italianfood

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Japanesefood

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Cake

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Chinese food

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Ice cream

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Beverage

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Promotion
Promotion Strategy Advertising Strategy A Located of Bee company is Chiang Mai. This country is be permeated with a Restaurant around the City. Many people do not want to go outside but choose to stay in the room. My company is a choice of this people. People in Thailand is use facebook in every time. So a facebook is the main Advertising of my company

Company fan page on facebook.

Face books that is the good channel to introduce our business on global and we can exchange idea with customers and people who want to be comfortable . These can present image, brand name and logo of company quickly and clearly so customers are easy and understand about services.

Staff Uniform My company use a Motorcycle for delivery. So my uniform is safety for staff and every staff wearing a same uniform for a Unique and when a people can see just think about Bee company for delivery. A staff wearing a same Helmet and wearing a trousers and Sneakers for safety. When Finish the job we call thank you for a polite of staff.

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Sales forecast/Profit estimation


Food delivery service is the best way for who donot have time to buy food by them. Food delivery service can sale all year, because our target is people love comfortable live. Our revenue comes from sell the area for advertisement on our web site, delivery service and deal with restaurant for commissions. This business use low cost so will make much profit. Now our company has information of 135 restaurants in Chiang mai Nowadays Chiang mai are popular province for investment. Thaiinvestors and International investors are invests in many kind of business in Chiang mai. Restaurants are in top six kind of business are popular that investors interesting. And governments are helping food business for make a project"Thailand Food Valley". They promote Chiang mai to be food valley, so number of tourists will increase then it will effect to our company to gain revenue from delivery food and commission. And high season of Chiang mai in November December January and February so traffic have many problem people will choose delivery food to have meal. Product of company is sell the website advertises. Website advertise rate we use page view (PV) because it fair for customers because at the first time open website maybe have not much customer; but in the second years customer will increase so total sale of each restaurant will increase. We will increase price of advertisement on website. Delivery service rates it up to distant from the restaurant. We set the restaurant and area that we can deliver to customer in time. Delivery condition it up to restaurant set it up. And commission rate is 7% of price in that time. Rate of advertise

Position A 0-1 A2 A3 A4 A5 A6 B1 C1 C2

Size(Pixels) 670 x 245 300 x 165 175 x 92 175 x 92 300 x 165 670 x 100 142 x 142 142 x 142 300 x 165

Page All page Home page Home page Home page Home page Home page Promotion Fill information Fill information

Price 800 400 200 200 400 400 200 200 300

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Product 1st year Website advertise 200-800 2nd year 400-1,000

price 3rd year 600-1,200 4th year 800-1400 5th year 1,000-1,600

Delivery

Free-100

Commission

7%

If 80 restaurants join our website 10 restaurant choose A 0-1 = 10x800 = 8,000 baht/month 8 restaurant choose A 2 8 restaurant choose A 3 8 restaurant choose A 4 10 restaurant choose A 5 10 restaurant choose A 6 10 restaurant choose B 1 6 restaurant choose C 1 10 restaurant choose C 2 = 8x400 = 3,200 baht/month = 8x200 = 1,600 baht/month = 8x200 = 1,600 baht/month = 10x400 = 4,000 baht/month = 10x400 = 4,000 baht/month = 10x200 = 2,000 baht/month = 6x200 = 1,800 baht/month = 10x300 = 3,000 baht/month

Total 29,200 baht per month = 29,200x12 = 350,400 baht per year

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Year 2 website advertise rate increase and customer increase 5% If 84 restaurants join our website 10 restaurant choose A 0-1 = 10x1,000 = 10,000 baht/month 8 restaurant choose A 2 8 restaurant choose A 3 8 restaurant choose A 4 10 restaurant choose A 5 10 restaurant choose A 6 10 restaurant choose B 1 10 restaurant choose C 1 10 restaurant choose C 2 = 8x600 = 4,800 baht/month = 8x400 = 3,200 baht/month = 8x400 = 3,200 baht/month = 10x600 = 6,000 baht/month = 10x600 = 6,000 baht/month = 10x400 = 4,000 baht/month = 10x400 = 4,000 baht/month = 10x500 = 5,000 baht/month

Total 46,200 baht per month = 46,200x12 = 554,400 baht per year Year 3 website advertise rate increase and customer increase 10% If 92 restaurants join our website 10 restaurant choose A 0-1 = 10x1,200 = 12,000 baht/month 9restaurant choose A 2 10 restaurant choose A 3 8 restaurant choose A 4 11 restaurant choose A 5 10 restaurant choose A 6 10 restaurant choose B 1 10restaurant choose C 1 = 9x800 = 7,200 baht/month = 10x600 = 16,000 baht/month = 8x600 = 4,800 baht/month = 11x800 = 8,800 baht/month = 10x800 = 8,000 baht/month = 10x600 = 6,000 baht/month = 10x600 = 6,000 baht/month Bee Company

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10 restaurant choose C 2

= 10x700 = 7,000 baht/month

Total 75,800 baht per month = 75,800x12 = 909,600 baht per year Year 4 website advertise rate increase and customer increase 15% If 106 restaurants join our website 11 restaurant choose A 0-1 = 11x1,400 = 15,400 baht/month 11restaurant choose A 2 13 restaurant choose A 3 10 restaurant choose A 4 11 restaurant choose A 5 10 restaurant choose A 6 12 restaurant choose B 1 12restaurant choose C 1 12 restaurant choose C 2 = 11x1,000 = 11,000 baht/month = 13x800 = 10,400 baht/month = 10x800 = 8,000 baht/month = 11x1,000 = 11,000 baht/month = 10x1,000 = 10,000 baht/month = 12x800 = 9,600 baht/month = 12x800 = 9,600 baht/month = 12x900 = 10,800 baht/month

Total 95,800 baht per month = 95,800x12 = 1,149,600 baht per year Year 5 website advertise rate increase and customer increase 15% If 122 restaurants join our website 13 restaurant choose A 0-1 = 13x1,600 = 20,800 baht/month 15restaurant choose A 2 13 restaurant choose A 3 12 restaurant choose A 4 14 restaurant choose A 5 12 restaurant choose A 6 13 restaurant choose B 1 13restaurant choose C 1 = 15x1,200 = 18,000 baht/month = 13x1,000 = 13,000 baht/month = 12x1,000 = 12,000 baht/month = 14x1,200 = 16,800 baht/month = 12x1,200 = 14,400 baht/month = 13x1,000 = 13,000 baht/month = 13x1,000 = 13,000 baht/month Bee Company

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13 restaurant choose C 2

= 13x1,100 = 14,300 baht/month

Total 135,300 baht per month = 135,300x12 = 1,623,600 baht per year Delivery rate

Area 1-3 km 4-6 km 7-9 km 10-12 km 13-15 km *From company to destination Delivery 40-50 time per day Free 5 time per day 30 baht 20 time per day = 30x20 = 600 baht/day 50 baht 20 time per day = 50x20 = 1000 baht/day 80 baht 3 time per day = 80x3 = 240 baht/day 100 baht 2 time per day = 100x2 =200 baht/day

Rate Free 30 baht 50 baht 80 baht 100 baht

Total 2,040 baht per day = 2,040x30 = 61,200 per month (30 day) = 2,040x28 = 57,120 per month (February) = 2,040x31 = 63,240 per month (31 day)

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But in high season delivery service will increase 50% in November December January and February So November 61,200x50% = 91,800 baht December 63,240x50% = 94,860 baht January 63,240x50% = 94,860 baht February 57,120x50% = 85,680 baht Average total sell per time 300 baht = 300x50 = 15,000 per day Commission 7% of 15,000 = 2,250 baht per day Total 2,250x30 = 67,500 per month (30 day) 2,250x31 = 69,750 per month (31 day) 2,250x28 = 63,000 per month (28 day) But in high season delivery service will increase 50% in November December January and February So November 67,500x50% = 101,250 baht December 69,750x50% = 104,625 baht January 69,750x50% = 104,625 baht February 63,000x50% = 94,500 baht

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