Ing Khao Resort River House

ING KHAO RESORT RIVER HOUSE
Preface ING KHAO RESORT RIVER HOUSE is located in northern part of Thailand in Chiang Rai province as really beautiful nature resource. The style of resort is deeply in nature style by want all the customer touch with nature environment view. The resort will divided into three different kind of style by mountain side, river side and farm side. In the resort the customer can join various kinds of activities with their family after that in the resort have a delicious food for our customer with the best memory during in the resort. In this report will talk about introduction, body and conclusion.
MEMBERS BY ID 5031207072 ID 5231207058 ID 5231205036 ID 5231205083 ID 5231205109 ID 5231205167 ID 5231205187 MR.Khemchat Setteworrarit Miss Piyapat Yamoum Miss Chananya Jana Miss Prapatsorn Jaisuk Miss Fateemah Tusatoo Miss Oranoot Boonchoong Miss Susan Lu Jars
Content Title Chapter 1: Introduction Background and Significance of the Project Project Objectives Benefits of Project Activities/Time Frame Conclusion Chapter 2: Industry Profile Nature of Industry Type of Resorts Resort in Thailand Situation of Industry Product/Service Vision Mission Strategy Conclusion Chapter 3: Market Feasibility Study Market Analysis General Environment Analysis Competition Analysis 23 23 26 10 11 13 15 16 17 17 18 21 6 6 7 7 8 Page
Competitor analysis Customer Analysis Competitive Analysis STP Analysis Sales Forecast/Profit Estimation Chapter 4: Investment Cost of Investment Investment Cost Machine/Tools/Equipments Depreciation Chapter 5: Operations Product Characteristics Location Facility Layout Operating cost Chapter 6: Administration Administration Expense Marketing Expense Chapter 7: Financial Income Statement Cash Flow Statement Balance Sheet Chapter8: Risk Management Chapter 9: Conclusion References Appendix
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Chapter 1 Introduction
Chapter 1: Introduction 1.1 Background and significant of the project At the present tourism industry become a width business as for northern part have a good nature resources so we plan for everyone who interest to gain more profit for investors and stockholders who invested in our business. For this business should be contact other suppliers such as transportation, government and accommodation. Because of this reason our group sees this opportunity as to run the business as resort in nature theme of Mountain View and farm resort. Especially in Chiang Rai province there is no one who doing like this kind of resort. About the location is situated at Mae Kon, Chiang Rai province the main reasons are famous for mountain scenery and have on direct competitors so we can run our business in this area as one of resort industry. ING KHAO RESORT RIVER HOUSE is a business that deeply plan for every investor who wants to gain back profit after the business become well-know brand. Also is not only giving back high benefit to planner but also for the one who invest in our industry. The resort provide lodges for tourists that focusing on family and teenager group however our resort support for the one who enjoy in play activities, nature view between the farm and mountain. Not only the accommodation, service care to customer but the resort also plans the day package tour for the day trip customer, transportation, food and beverage, farm demonstration and good scenery of mountain. The resort is situation not far away from Chiang Rai city especially around the resort is locate nearby Khun Korn waterfall is one of the beautiful place to visit during weekend, Rong Khun temple, Boon Rod farm and dairy farm. For this all attractive are locate at Chiang Rai province. 1.2 Project objectives 1. To study the profit from project, how to success. 2. To study technique to management. 3. To practice the skill to analysis. 4. To study from project, how to running the business to achieve. 5. The project can use in the future. 6. To analysis risk. 7. To study the new initiative. 8. To understand the statement in the project, how to analysis the financial part.
9. To practice the process. 10. To study the new idea and innovation. 11. To understand the strategy in the process. 12. To study about the project management cycle. 13. To learn about the management planning. 14. To study about POPBL. 15. To study the project, the business fail or success. 16. To understand the customer wants. 17. To study the different from other resort. 1.3 Benefit of project Benefit can help and improve about skills in many ways and can apply too. It have many part and each part help to know about how to do the project and to successful in the business such as analysis part there have many topic, example; 3C, marketing mix strategy, STP, and etc. Part of management can know about how to manage and improve skills to get job and have many technique and different way to do it. The benefit can measure the strategy of the business and qualitative. That can help you to know about competitor advantage. 1.4 Activities/ Time frame (Since November 2011- February 2012) Operation methods
1. To study about resort and accommodation business in Chiang Rai. 2. To study about management resort business.
November
December
January
February
W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4

3. To study competitive and analysis marketing of business. 4. To study technical process of Chiang Rai I Love You Resort 5. To study and analysis about financial part of the resort. 6. To study and analysis about risk taking of running resort business. 7. To summarize about the feasibility of Chiang Rai I Love You Resort
Figure 1.1
1.5 Conclusion For the ING KHAO RESORT RIVER HOUSE project we will explain about the background of the resort and everyone who love the nature and want to experience mountain and farm resort can come to our ING KHAO RESORT RIVER HOUSE. And the project explain about the activities that when all the guests visit the resort and can enjoy the resort activities and enjoy the fitful of food and beverage, easy for transportation especially they are many attraction that the guests can enjoy and that make our resort different. For through about the project objective explain about how the business will achieve the goal, the support technique during the business is running especially in the future how we will keep business improve to become the resort for all the guest can enjoy during the holiday
Chapter 2 Nature of industry (Information)
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Chapter 2: Industry Profile The Nature of Industry A resort is a place used for relaxation or recreation, attracting visitors for holidays or vacation. Resorts are places, towns or sometimes commercial establishment operated by a single company. (Reference: http://en.wikipedia.org/wiki/Resort) History of resorts A famous resort of the ancient world was Baiae, Italy, popular over 2,000 years ago. Capri, an island near Naples, Italy, has attracted visitors since Roman times. Another famous historical resort was Monte Ne near Rogers, Arkansas, which was active in the early 20th century. At its peak more than 10,000 people a year visited its hotels. It closed in the 1930s, and was ultimately submerged under Beaver Lake in the 1960s. (Reference: http://iml.jou.ufl.edu/projects/Spring05/Osterer/history.html)
Roman Empire: Baths The origin of resorts can be traced back to the second century B.C. to the public baths of Rome. The first baths were small, modest and separated the genders. Eventually, the baths became larger, more elaborate and were opened to both men and women. These baths were large buildings built at the publics expense. Some were even built by wealthy emperors who wanted to make a statement. Most baths were free but few had small entrance fees. Baths were much like resorts of today because of all the amenities offered at their location. After bathing there was always plenty to do. Most baths included gyms, libraries, snack bars, restaurants, shops, lounges, taverns, museums and theatres. The facilities were used for health and social purposes. (Reference: http://iml.jou.ufl.edu/projects/Spring05/Osterer/history.html)
Europe: Mass Follows Class The first noteworthy resort area was developed in Belgium in 1326 in a town now called Spa. An ironmaster, named Colin le Loup, was cured of a long-term illness when he bathed in the iron-rich waters near Liege. He opened a shelter there and the town surged in popularity. Spa means fountain. The popularity of spas and resorts in England is a result of King Charles II visiting trendy hot spots in the 1600s. Today, royalty and superstars still seem to set trends of where
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the best places to go are. Many English spas are unique because they have gambling and dancing. Spas also became popular because of the medical benefits that were attributed to them such as waters that were rich in certain minerals and could cure ailments. The Swiss resort industry was developed in the 1800s to aid the need of private resort facilities for more prosperous people. At the time, travel was not simple. People who traveled to resorts stayed for long periods of time up to two months to get the best value for their travel expenses. This led to resort facilities being built to accommodate a guest better than your average inn. Hotel Baur au Lac, built in Zurich, was the first resort to utilize the value of a scenic view. At first, Switzerland resorts were seen as summer places, but soon skiing became popular as well as gambling. (Reference: http://iml.jou.ufl.edu/projects/Spring05/Osterer/history.html)
North America: Spas Like Europe, North American hotels were developed around spas in the late 1800s. The first resorts were built first in the east in Virginia, New York and West Virginia. Shortly after, seaside resorts became popular. It was not until later that beach resorts were built in the south and mountain-based resorts were developed out west. The first luxury resort was built in 1829 in Boston. It was called the Tremont House and featured bellboys, gaslights instead of candles and marble and private rooms with locks for each family. The first big hotel was built by Gideon Putman in Saratoga Springs, New York centered on the hot sulfur spa there. (Reference: http://iml.jou.ufl.edu/projects/Spring05/Osterer/history.html)
Types of resorts Seaside resort A seaside resort is a resort located on the coast. Where a beach is the primary focus for tourist, it may be called a beach resort. Many seaside towns have turned to other entertainment industries, and some of them have a good deal of nightlife. The cinemas and theatres often remain to become host to a number of pubs, bars, restaurants and nightclubs. Most of their entertainment facilities cater to local people and the beaches still remain popular during the summer months. Although international tourism turned people away from British seaside towns, it also brought in foreign travel and as a result, many seaside towns offer foreign language schools, the students
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of which often return to vacation and sometimes to settle. (Reference: http://en.wikipedia.org/wiki/Resort#Seaside_resorts) Ski resort A ski resort is a resort developed for skiing and other winter sports. In Europe a ski resort is a town or village in a ski area - a mountainous area, where there are ski trails and supporting services such as hotels and other accommodation, restaurants, equipment rental and a ski lift system. In North America it is more common for ski areas to exist well away from towns, and the term ski resort is used for a destination resort, often purpose-built and self-contained, where skiing is the main activity. The term ski station is also used, particularly in Europe, for a skiing facility which is not located in or near a town or village. (Reference: http://en.wikipedia.org/wiki/Ski_resort)
Destination resort A destination resort is a resort that contains, in and of itself, the necessary guest attraction capabilitiesthat is to say that a destination resort does not need to be near a destination (town, historic site, theme park, or other) to attract its public. A commercial establishment at a resort destination such as a recreational area, a scenic or historic site, a theme park, a gaming facility or other tourist attraction may compete with other businesses at a destination. Consequently, another characteristic of a destination resort is that it offers food, drink, lodging, sports, entertainment, and shopping within the facility so that guests have no need to leave the facility throughout their stay. Commonly these facilities are of higher quality than would be expected if one were to stay at a hotel or eat in a town's restaurants. Some examples are Atlantis in the Bahamas, Costa do Saupe in the Northeastern Brazil, Laguna Phuket in Thailand and Sun City near Johannesburg in South Africa. (Reference: http://en.wikipedia.org/wiki/Resort#Destination_resort)
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Spa resorts A spa resorts is a short term residential/lodging facility with the primary purpose of providing individual services for spa-goers to develop healthy habits. Historically many such spas were developed at the location of natural hot springs or sources of mineral waters. Typically over a seven-day stay, such facilities provide a comprehensive program that includes spa services, physical fitness activities, wellness education, healthy cuisine and special interest programming. (Reference: http://en.wikipedia.org/wiki/Resort)
Golf resorts Golf resorts are resorts that cater specifically to the sport of golf, and include access to one or more golf course and or clubhouse. Golf resorts typically provide golf packages that provide visitors with all greens and cart fees, range balls, accommodations and meals. (Reference: http://en.wikipedia.org/wiki/Resort)
Resort in Thailand / Chiang Rai Thailand has many types of resorts there are Seaside resort, is the resort that are located near by the coast or the sea. This type of resort almost established at the southern and eastern part of Thailand because that area are full of the environment of sea, sand and sun so the investor like to pay money in that area to gain the profit from Seaside resort. Destination resort is the resort that contains, in and itself, the necessary guest attraction capabilities. This type of resort like to established near the attraction destination examples are town, historic site, theme park, and other. Destination resort in Thailand such as resort near by historical site in Sukhothai, Khampangpetch and Ayudhaya. Spa Resort is a short term residential/lodging facility with the primary purpose of providing individual services for spagoers to develop healthy habits. The top 10 spa resort in Thailand there are Aana Resort (Koh Chang,Trad), Paradee(Koh Samed, Rayong), Somkeit Buri Resort(Had Jomtian,
Pattaya),Aravana Spa resort(Pattaya), Phu Chai Sai Spa & Resort(Chiang Rai), Aleenta
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Resort & Spa (Pranburi), Andaman White Beach(Phuket), Pimalai Resort & Spa(Krabi), Puen Waan Kwai Yai(Kanjanaburi). All above are the best top 10 spa resorts in Thailand but they can change depend on seasonal because in each season the resort usually have differentiation strategies to develop their business to gain more profit. (Retrieved from: http://www.thai-tour.com/Spa-Resort-Thailand.htm). Golf Resorts are resorts that cater specially to the sport of golf, and include access to one or more golf course and or clubhouse. In Thailand have many golf resorts because our country is good environment to create the golf resort. The best golf resort is Laguna Phuket Golf Club, Phuket. Its the best in South East Asia because surrounding of the resort has lake and good environmental and has luxury hotel around there such as Sheraton, Dusit Thani, Banyan Tree, Laguna Beach Resort and Allamanda.(Retrieved from:
http://www.hamanan.com/top10golf_resorts.html ) Luxury Resorts is an expensive vacation facility which is fully staffed and has been rated with five stars. In Thai also have luxury resort too but most of them are located nearby the high light or high class of tourist attraction such as Vismaya Suvarnabhumi Luxury Resort. This resort nearby the international airport and the area are mostly high class tourists. Mountain Resort is the resorts that located nearby or into the mountain. The mountain resort almost located in northern of Thailand or Southern part that they actually have mountain to build the good feeling and create the good idea to attract tourists with the environment such as Katiliya Mountain Resort & Spa, Chiang Rai andPhu Chaisai Mountain Resort & Spa. All of these resorts are the mountain resorts that provide the good environment and creativity of the resort to attract tourists. Chiang Rai is the capital of Chiang Rai Province, Northern Thailand . The town has a population of around 62,000 and is the main commercial centre serving the Golden Triangle border region of Thailand, Myanmar and Laos. It is an excellent base for exploring the region. In Chiang Rai have a lot of destinations to travel such as Wat Phra Kaeo, Wat Phra Sing, White Temple, Black House/Black Temple (Baan Dam), Munniti Chiang Rai,The Chiang Rai Cultural Center ,The Sirindhorn Chinese Language and Culture Center ,Waterfalls and Hot Springs, Namtok Khun Kon Forest Park ,etc.. In Chiang Rai have a good location because have a lot of mountain to do the activities. Accommodation business in Chiang Rai has many hotels and resorts but have no resort about farm and natural
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to attractive the traveler to travel so our business choose this opportunity to create resort in the concept of mountain, river and farm .In our resort have a lot of activity such as mountain biking, cart riding, mountain slider, fishing, feeding, drawing, take a photo around the resort, etc. The resort builds in the suitable and good location because it has attractive destination around their as White temple or Wat Rong Khun, Khun Korn waterfall, Bunrod farm, and not far away from Chiang Rai city.
Situation of industry: At the present we can see lot of resort business have been growth too fast but some of them cant stand for long time for guests to visit as holidays vacation because many competitors have been created the new creative lifestyle of accommodation that can attractive the customer into their resort. As for the resort they create many different designs of view, accommodation, service, high and low standard especially for luxury price will depend on the choose of customer living standard and also different competition have different idea of creating. Now a day for this generation are known as fast and serious life style of business on the other hand they are many hard working students that force on study during school life so that mean in daily life these people have lot of stress to force on their work. During their holiday or summer this is really good for relaxing and also good news for resort industry as well because many people will come to relax as for their long vacation that can mean income for local people and the owner of business too. As for Chiang Rai many tourists group known as the heart of Golden Triangle and from the result is 1,436,435 and separate two types there are Thai 1,135,659 and foreigners 300,776.For this reason our resort supports the nature and farm style as a background. As we know that Thailand got flooding in Bangkok and other country which are the attractive destination for tourists both Thai and foreigners travelers. This situation has more effective to tourism in country because fewer tourists come to travel in Thailand and some of Thai tourists also got the effected with flooding such as people in central part of Thailand, some city in northern and southern part so they actually need some help from the government and that city was destroyed by flooding too. The example of city that was destroyed by flooding there are Ayudhaya, Sukhothai,Bangkok, Kampaengpetch, and other. All of these are the important destination place to visit. From this situation, its make tourism industry in Thailand got less profit from travelers but after that all of people in country would like to repair the places and developed to be nicely more than previous. After flooding Thailand become an
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attraction destination that tourist willing to go to spending their holidays or pay for vacation. That good for Thai tourism industry to earn more profit and that good for us to build up resort for response tourist need. Our resort will be the one of tourist choices to go to visit and pay vacation to enjoin the activities. (Retrieved Nov 28, 2011 from: http://www.1stopchiangmai.com/northern_thailand., http://www.osmnorth-n2.moi.go.th/statistics.php?page=travel&year=2546)
Products (In general) Core product
Accommodations
Farm Side
River Side
Mountain Side
Support products Souvenir
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Food and beverages
Activities
A core product of ING KHAO RESORT RIVER HOUSE is the accommodations. We provide the high quality of service for tourists who want to stay in our resort and everything also the best thing. Support products are food and beverage, Souvenir and activities that our resort have to provides for the tourist who dont want to stay but just want to do activities or just sightseeing in resort and the support products are suitable for the low season or shoulder season because not many people in that time so we will buy some packages to tourists too.
Vision The beautiful nature resort in Chiang Rai
Mission Resort mission is to be beautiful resort and increase market share that we believe that advertising can promote our resort and attract come to our resort. We plan to make sales
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growth by improve ability to increase sales for our resort for will have more than. We believe our products and activities have success with quality Strategy
Corporate level Strategy When beginning the business, we use horizontal growth strategy to expand the business by controlling major competitors in the Chiang Rai area. After we ensure the stability in the business we will select vertical growth strategy to hold our own input, process, and output. In addition, our resort to a series of numbers that are similar to a striking contrast with all the typical resort. We will focus on the activities of relaxation, fun and experience the natural world.
Business Level Strategy Business Level Strategy has 4 functions to manage business for successful follow as 1. 2. 3. 4. Competitive advantages Cost leadership Quick response Focus Our business should the Competitive advantages strategy because this strategy focus on service and process to sale product in our resort by use the new innovation attraction in our resort for tourist can see the different competitor advantages between our resort and competitor.
Functional Level Strategy (Human Resource, Marketing Operation 4P, Finance) Marketing Operation As for service industry that is really hard to create a product to attract tourists. But as our resort theme as natural environment so we would like local people product to represent as the gift for create new innovation and also have income for local people kind of represent the culture product for world wild. Marketing strategy deals with Pricing, selling and distributing a Product. As for our resort we deal with two types of strategies as market development and product development. As for market development our resort will proud to develop new markets for current products. And for the product development our resort will keep create new products for
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existing markets and develop new products for new markets. For example: develop new taste of food, create new gift souvenir, soft drink and soups. Especially use the local people to product so they will get some income. This part is the key to represent the main important part of industry management that we can get profit by marketing strategy as present product, place, price and promotion.
Product: As for service industry that is really hard to create a product to attract tourists. But as our resort we represent the Thai unique culture by let the local people create handmade and provide to the resort so they also will get some income to support their family. Especially by creating like this will improve a unique high quality more than our competitor.
Place: For our resort locate at Chiang Rai nature view surrounding by mountain nice river, grass, fresh air and for this province doesnt have farm and mountain resort yet but still have competitor. Especially this location is really nice view surrounding by green tea architecture.
Price: As for our resort not only deal for price but also care for quality of product. The value of our price relate with our service, accommodation and facility that customer will enjoy with. The great service that we provide to our customer is above and beyond so price will set as high cost. Promotion: First as our resort is the new business into industry so we select lot of many different promote as to know which type package that suitable for our guests. Especially we will promote our resort as possible for the well-know resort after that will create new package for our guests. Giving 5% discount in valentine day for a lover and limited for 5 couple. Booking before a month give 5% discount in shoulder season and limited for the 20 booking at early. Booking more than 5 cottage give 10% per for 2 booking in a day. For pre-wedding photo will give a special price.
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In birthday will give a special cake and free for take photos.
Human Resource Strategy Our resort would like join as to be part of human resource management and we would really proud to present how the way we management in our resort. Although no matter what will happened this part is really important for every position when working in service industry. How does human resource management help in service industry? They will have involvement and responsibility for a full range of Human Resources activities including recruitment, Talent management and Industrial / Employee Relations. Human Resources management team can explain the best way for the want and need of the customer so we can fitful all of the want of customer more than they expect. Our resort would like to serve above and beyond memory for all visitors that come to spend time in our resort. And all of the staff has been trained as a high quality and the customer can enjoy with a good memory experience. (Retrieved Nov 28, 2011 from: http://www.almondresorts.com/employment/.) Finance Strategy For financial strategic we have to analyze cost, revenue, expense, profit and depreciation. All of financial should be gain high profit and cut out cost then the business running in the high position of the profit. The business has to calculating all of financial statement to evaluation about the profit that the business will get from in every day and summarize by monthly. After we have to does the financial statement we could see the problem of finance and keep that point to improve and create the solution for solved. Operation Strategy - To improve our business for support customer. - To decrease costs but still have a quality to attract the new customer and make customer become a loyalty.
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Conclusion A resort is a place used for relaxation or recreation, attracting visitors for holidays or vacation. Resorts are places, towns or sometimes commercial establishment operated by a single company. The famous resort of the ancient world was Baiae, Italy, popular over 2,000 years ago. For the history or empire of resort was origin from Roman empire: Bath ( This era was origin from small bath and develop to the largest one in the next time ), Europe: Mass Follows Class (This era was spa cured of a long-term illness when he bathed in the iron-rich waters near Liege.), and North America: (This era like Europe empire, there was spa hotel and then developed to the seaside resort and shortly developed to the luxury resort). Types of resorts can separate to 6 types of them there are Sea-side resort; these resorts are located on the coast or may be called beach resort., Ski-resort; is the resort that are developed for skiing and winter sports and in Europe almost located in a town or village in a ski area a mountain area., Destination-resort; is a resort that contains, in and of itself, the necessary guest attraction capabilitiesthat is to say that a destination resort does not need to be near a destination (town, historic site, theme park, or other) to attract its public., Sparesort; is a short term residential/lodging facility with the primary purpose of providing individual services for spa-goers to develop healthy habits., Golf-resort; are resorts that cater specifically to the sport of golf, and include access to one or more golf course and or clubhouse., and Luxury-resort; often boast many visitor activities and attractions such as golf, water-sports, spa and beauty facilities, skiing, natural ecology and tranquility. There are many resorts in Chiang Rai but almost of them just provide accommodations and a bit of activities so we need to provide a full service of resort that we established ING KHAO RIVER HOUSE RESORT. Our resort likely to provide the best service or high quality to tourist and would like to make them return to the resort again with their impressive.
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Chapter 3 Market feasibility Study and Analysis
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Chapter 3: Market Feasibility Study Market Analysis 3.1 General Environment Analysis In order for our resort to effectively compete in an industry, an analysis of its specific industry must be undertaken. This is done to provide our resort with a description of the elements in society that directly affect the industry and the direction managers must take to implement appropriate strategies to survive. This study is commonly referred to as the general environmental analysis. It primarily consists of six primary factors, which are political/legal, economic, socio-cultural, demographic, technological, and global. These six sections describe the external environmental factors our resort must understand to effectively compete in a specific market. 3.1.1 Politics Factors The two protagonists of Thailands political conflict have committed acts that have seriously undermined confidence in tourism. The yellow shirts occupation of Bangkoks international airport in December 2008 caused major disruption to tourism in Thailand and Thailands reputation as a transit point for international travelers and airline operators. The Thai tourism industry was making headway in recovering from this event when the current opposition, red shirts, managed to up the political ante by storming the venue of the ASEAN heads of government conference this month in Pattaya which resulted in the rapid evacuation of 15 heads of state from most of Thailands major tourism source markets. Some of those heads of state never made it Thailand. The aircraft carrying Australian Prime Minister Kevin Rudd being forced to turn back to Australia while en route to Pattaya. If political activists want to guarantee that a country attracts negative travel advisories which will deter tourism, then disrupting a meeting of heads of state from your countrys main source markets will certainly do the trick. The red shirts actions were designed to undermine the authority of Thai Prime Minister Abhisit Vejjajiva but if this was the aim it has been a pyrrhic victory that has undermined Thailands national reputation.. The Thai Tourism Authority (TAT) to its credit has been quick to respond the developments, but it will take a great deal more than soothing words from TAT officials to bring the tourists back in a hurry. One of a range of strategic approaches is to bring media and tourism industry leaders from key source markets to see for themselves (as they did
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following the December 2004 tsunami) that Thailand is indeed a safe and tourist friendly destination. Indulging in spin wont cut it for Thailands tourism industry right now. (References: http://www.eturbonews.com/8828/tourism-and-politics-collide-thailand-and-fiji) 3.1.2 Economics Factors Tourism as a leading economic indicator in term of its importance to the economy is expected to contribute 14.7% to the countries Gross Domestic Product (GDP). In figures released by the World Tourism Council 11.1% of total jobs come from the sector which will provide more than 4 million jobs this year. Thailand's reliance on tourism ranks as number 2 in Southeast Asia and 24th in absolute size in the world. In direct terms there is a 6.5% direct contribution to GDP but add to this employment, capital investment, government expenditure and exports of tourism connected services, merchandise and exports and a true picture emerges on the importance of the sector.
Figure 3.1
(References:http://www.thephuketinsider.com/tourism/tourism_impact_on_thailands_econo my_by_numbers.php , http://www.thaiwebsites.com/tourism.asp)
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3.1.3 Socials Factors Currently has been an increase in the number of people it has been in and out migration. Out to work outside the country and the arrival of foreigners, which have an impact on the cultural changed occur, such as speech, dress and traditions, some of which change. Education in the country began to focus more and more foreign languages. In 2011, Thailand has problems such as earthquake, flood, fire, natural forests increase because of human activities. As a result, a lot of impact the geographic, economic, transportation, communications ecosystem, including the well-being of the population is changing. Moreover, this year has been affected by the protesters off the road until the traffic the problem of unemployment, income loss, etc. (Reference:http://www.google.co.th/#sclient=psyab&hl=th&source=hp&q=social+factors+in +resort&pbx=1&oq=social+factors+in+resort&aq=f&aqi=&aql=&gs_sm=e&gs_upl=2565l3 9430l0l40227l39l26l10l3l4l2l781l13091l31.15.9.1l39l0&bav=on.2,or.r_gc.r_pw.,cf.osb&fp= 105a720605a2f446&biw=1024&bih=509) 3.1.3 Technology Factor Technological changes within tourism surround several different factors from medical advances to the innovative space tourism. Similar to tourism, technology is an ever changing and sometimes unstable business. Better communication, transport and safety have encouraged new consumers to the industry. Improvements in water supply, medicine and knowledge have meant areas are opened up which were not possible before technological advances. In todays society in which a consumer wants easier, quicker and cheaper service only technology has helped tourism fulfill the customers demand. So our resort will should new technology for comfortable. (Reference:http://www.google.co.th/#hl=th&cp=10&gs_id=5n&xhr=t&q=technology+factor s+in+resort&pq=social+factors+in+resort&pf=p&sclient=psyab&source=hp&pbx=1&oq=tec hnology+factors+in+resort&aq=f&aqi=&aql=&gs_sm=&gs_upl=&bav=on.2,or.r_gc.r_pw.,c f.osb&fp=105a720605a2f446&biw=1024&bih=509)
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3.1.2 Competition Analysis (3C Analysis) We can classify the competition analysis to 3 part, Competitor Analysis, Customer Analysis, and Competitive Analysis (3C Analysis). In Chiang Rai Province is a biggest province in the north part of Thailand and has more population about 1,248,242persons (Department of Internal Trade, October2552). The most important things at Chiang Rai are travel provinces that have so many people want to invest business in Chiang Rai. Then many business was become invest in Chiang Rai. Such as tour agency, super store, or shop and resort. So Chiang Rai has high competition resort because Chiang Rai has more minorities. They can use their ideas to create resort and product for sale in Chiang Rai for the travelers. Therefore we use 3C analysis to analyze the competition in Chiang Rai. (Referencehttp://www.farang-mike-in-issan.asia/issan-thailand-information/chiang-rai-anintroduction/) Competitor Analysis We will open resort in Mae Kon, Muang District of Chiang Rai. It is close to rural and urban. Then we can explain competitors as follows Laluna Resort Place: We are located only minutes from the famous night bazaar and centre of town, and a 15 minute drive to the airport and bus station. 160 Moo. 14 Sanambin Road Muang, Chiang Rai 57000 Thailand. Tel: +66 8 79105620 Product: Facilities and services
24 hr reception 24 hr room service 24 concierge CCTV and security 24 hours
Wedding&Banquet Safety box at front desk(Charges) Free WI-FI all areas Free WI-FI in guest rooms
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Free parking Restaurant Bar Caf Wheelchair access Massage service Baby cot Satelite Cable Travel Agent Tour desk service Car, motorbike, bicycle rental Airport transfer(Charges) Local taxi/tuktuk service(Charges) Meeting&Seminar
Internet service at lobby(charges) Laundry & dry cleaning service Ticket confirmation service Private transfer service to nearby districts, Chiang Mai, Laos(Charges) Fax service Doctor on call Postal service Public phone Long distance and oversea call Left luggages Outdoor swimming pool Kid pool Jacuzzi Pool service
Price
Flexi net rate A Bed Breakfast ROOM TYPE Standard bungalow garden twin bed
Flexi net rate B Bed+Breakfast+Dinner + Free pick up from airport flight arrival between 6am-6pm THB 3,800 /nigh
THB 3,000 /night
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Superior bungalow king size Poolside View Access bungalow Twin Bed Poolside View Access bungalow King size bed EXTRA BED(Including 1 ABF) BABY COT BOOKING CONDITIONS:
THB 3,600 /night THB 3,800 /night
THB 4,000 /night THB 4,200 /night
THB 4,200 /night
THB 4,500 /night
THB 600 /night THB 350 /night
THB 600 /night THB 350 /night
Any cancellation received within 7 days prior to arrival will incur the first 1 night charge. Failure to arrive at hotel will be treated as a No-Show will incur the first night charge. No refund will be given after guest checked in.
Promotion: Best value package (3 days / 2 nights) 7,900. - Baht/package, Honeymoon Package (5 days / 4 nights) 27,500. - Baht/package, Long weekend holiday package (7 days / 6 nights) 37,900. - Baht/package, Thai cooking Package (4 days / 3 nights) 18,900. - Baht/package, Long stay package (30 days) 39,900. - Baht/package, Golf package (3 days / 2 nights) 10,500. - Baht/package, Bicycling tour package (3 days / 2 nights) 13,900. - Baht/ package, Package Motorbike tour package (3 days / 2 nights) 13,900. - Baht/ package (Reference http://www.lalunaresortchiangrai.com/)
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Baan Kiang Dao @ Phu Plai Fah Place: Its central location, Baan Kiang Dao @ Phu Plai Fah is within easy reach of most tourist attractions and business addresses in Chiang Rai. 389 Ban Suandok, Amphoe Mueang Chiang Rai, Chiang Rai, Thailand 57000 Product:
Facilities
Room Facilities
Car Park Laundry Service / Dry Cleaning Pets Allowed Restaurant Room Service Tours Wi-Fi
Complimentary Bottled Water DVD / CD Player Fan Hair Dryer Ironing Board Jacuzzi Bathtub Non Smoking Rooms Refrigerator Separate Shower And Tub Shower Television LCD / Plasma Screen Wireless Internet Access (Complimentary)
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Air Conditioning Balcony / Terrace Coffee / Tea Maker
Price: Tubtim: 4000 Baht/Night + Breakfast for 4 Person Extra beds 300 Baht/Person Chom Jaan: 7800 Baht/Night + Breakfast Bed occupancy of 10 persons Leelawadee: 2000 Baht/Night + Breakfast for 2 Person Extra beds 300 Baht/Person Aunchan: 1500 Baht/Night + Breakfast for 2 Person Extra beds 300 Baht/Person Ratree : 1500 Baht/Night + Breakfast for 2 Person Extra beds 300 Baht/Person PoungSaad: 1500 Baht/Night + Breakfast for 2 Person Extra beds 300 Baht/Person KhoyMai: 1000 Baht/Night + Breakfast for 2 People PoungClam: 2000 Baht/Night + Breakfast for 2 Person Extra beds 300 Baht/Person RimNam1: 3000 Baht/Night + Breakfast for 4 Person Extra beds 300 Baht/Person RimNam2: 6000 Baht/Night + Breakfast for 12 Person Extra beds 300 Baht/Person Camping: 300 Baht/Person + Breakfast
Promotion: Reservation at the Baan Kiang Dao @ Phu Plai Fah Save Up to 10-70%, with systems that allow you to confirm your reservation fast and safe. (Reference http://www.baankiangdao.com/index.php?lg=en)
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Mohn Fah Sai Home Resort Place: 114 Moo 8, Baan Doo, Muang, Chiang Rai 57100 Tel: 0-5377-6129, 0-5377-6329 Fax: 0-5377-6328 Mobile: 08-1980-7501 Product: Each room boasts of air conditioning, complimentary bottled, hair dryer, shower inside the room. Customer will find laundry/ dry cleaning, Wi-Fi in public areas, restaurant, and hotel guests can use the service, Outdoor swimming pool. To relaxes and exercises. Customer will find that service-oriented hotel with superb facilities, this is worthwhile place. Price: Room Type Superior Deluxe Executive Junior Suite Family Room1 Family Room2 No. of Room Double 2 Double/ Twin 2 Double/ Twin 10 Double 5 Double/ Twin 1 Double/ Twin 1 Room Rate 1,200 1,500 1,800 2,200 2,500 4,500
3rd pax/ Extra Bed & child Policy - Baht 400 is charge for extra bed/person include breakfast - Child under 12 sharing same room is F.O.C. on room only; 50% off meal rates
Promotion: Book the Mohnfahsai Home Resort Orlando online 24 hours a discount a maximum 70%. (Reference: http://www.mohnfahsai.com/)
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Maeyao Resort. Place: 342 Soi 1, Moo 17, Baan Dongjaroen Maeyao, Muang, Chiang Rai 57000 Tel: 02-964 1915, 089-694 9930 Fax: 02-964 2701 Product: Each room boasts of. Air conditioning, desk, balcony / terrace, fan, so convenient to stay in Chiang Rai has parking for customers. Guests will enjoy the park for exercise and recreation. Price: House Twin Clay House Price () / Night 2,000 Facilities 2 bedrooms, 2 bathrooms, Air-conned, TV. Refrigerator, hot shower. 1 bedroom, 1 bathroom, Air-conned, TV., Refrigerator, hot shower.(clay bed) 1 bedroom, 1 bathroom, Fan, TV., Refrigerator, hot shower.(clay bed) 1 double room, 1 bathroom, Fan, TV. Refrigerator, hot shower. Amount 1 House
Single Clay House
1,500
2 Houses
Single Clay House
1,000
4 Houses
Single Teak House
1,000
3 Houses
Promotion: Tours: cruise the Mae Kok. Contact Karen village elephant friendly both cultural and natural. Car Rental: Four PA 1,500 + per / day, with a driver, not oil. (Reference http://www.maeyaoresort.com/)
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Doi Hom Fha Resort & Spa Place: Doi Hom Fha Resort is located in Mae Chan Valley, Ban Pamieng, Amphoe Maechan in Chiang Rai Province. Approximately 30 kms from Chiang Rai Airport, Approximately 40 kms from Chiang Rai Town, Just 30 mins' drive to Myanmar border, Just 30 mins' drive to Loas border Product: Hotel Facilities Guest Service Counter Lobby Bar Meeting & Banquet Post & Mailing Service Business Corner Gift Shop Wine Shop Outdoor Swimming Pool Pool Bar Kadassa Baicha Restaurant Winery Tour Service Tea Plantation Tour Service Hotel Services Check in is from 2.00 p.m., Check out is 12.00 noon Kradas-Sa & Bai Cha Restaurant Swimming pool Spa Pool table Bar Resort Transport Service
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Price: Room Type Deluxe Mountain View Deluxe Lake View Moonlight Deluxe Honeymoon Villa Pool Villa Room Rates (Baht) 6,500 ++ 6,500 ++ 7,500 ++ 8,500 ++ 15,000 ++
Promotion: Doi Hom Fha Resort Chiangrai, Room pool villa. Price: 7,290 baht Price: 15,000 baht (Reference: http://www.doihomfharesort.com/)
The Imperial River House Resort Place: 482 M.4, Mae Kok Road, T. Rim Kok,A. Muang Chiang Rai 57100 Thailand
Tel:+66(053)750830-34 Fax:+66 (053) 750 822 Email : [email protected]
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DELUXE ROOM
DELUXE ROOM
BALCONY SUITE
SUPERIOR
Room Amenities, Bathroom with a bathtub and a separate shower cabin Day Bed Minibar, refrigerator, tea/coffee making facilities Stereo sets for cassette, CD and VCD 25" flat screen TV with cable network Electronic safety deposit box Individually controlled air conditioning Hairdryer, bathrobes, slippers, umbrella,Wireless internet access (Complimentary) Iron and iron board (on request) IDD phone Bathroom amenities Daily fruit plate
Room Amenities Bathroom with a bathtub and a separate shower cabin Day Bed Minibar, refrigerator, tea/coffee making facilities Stereo sets for cassette, CD and VCD25" flat screen TV with cable network Electronic safety deposit box Individually controlled air conditioning Hairdryer, bathrobes, slippers, umbrella Wireless internet access (Complimentary) Iron and iron board (on request) IDD phone Bathroom amenities Daily fruit plate
Balcony Riverview Suite Amenities (additional features)Walk in closet Whirlpool bathtub Private veranda with elegant northern Thai style sofa Room Amenities (all room types)Bathroom with a bathtub and a separate shower cabin Day Bed Minibar, refrigerator,tea/coffee making facilities Stereo sets for cassette, CD and VCD 25" flat screen TV with cable network Electronic safety deposit box Individually controlled air conditioning Hairdryer, bathrobes, slippers, umbrella Wireless internet access (Complimentary) Iron and iron board (on request) IDD phone Bathroom amenities Daily fruit plate
Room Amenities Bathroom and a shower stall Day Bed Minibar, refrigerator, tea/coffee making facilities Stereo sets for cassette, CD and VCD 25" flat screen TV with cable network Electronic safety deposit box Individually controlled air conditioning Hairdryer, bathrobes, slippers, umbrella Wireless internet access (Complimentary) Iron and iron board (on request) IDD phone Bathroom amenities Daily fruit plate.
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Price: Room Deluxe Room Deluxe Riverview Balcony Riverview Suite 1 person 3800 4300 6600 2 persons 3800 4300 6600 Breakfast Yes Yes Yes
Promotion: BOOK NOW IMPERIAL - MORE SAVE & MORE BENEFI read more Conditions: Valid from now until 29 February 2012.Complimentary daily breakfast and free WiFi. Complimentary round trip airport transfer all rates are subject to 10% service charge and 7% VAT. (Reference http://www.imperialriverhouse.com/)
At Chiang Rai Resort Place: 138/11 Moo 1, Tambon Wiang, A. Muang in Chiang Mai, Muang District, Chiang Rai, Chiang Rai, Thailand 57000. Production: Hotel Feature: Wi-Fi in public areas, car park, laundry service/dry cleaning, restaurant, room service, airport transfer, tours Room Amenities : air conditioning, bathrobes, hair dryer, television, shower, mini bar, satellite/cable TV, DVD/CD player, internet access wireless (complimentary), refrigerator Sports and Recreation: massage, pool (kids), outdoor pool, garden
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Price: - Superior Room: Room Rate 2200 Baht, Deluxe Room: Room Rate 2500 Baht - Superior Room: There are 16 rooms. Each with size 22 square meters. - Deluxe Room: There are 16 rooms. Each with size 27 square meters. Promotion: Superior room: 900 THB (reduced from 2200 THB) - Deluxe room: 1000 THB (reduced from 2500 THB) Referencehttp://www.be3.com/enus/asia/thailand/chiang_rai/at_chiangrai_resort.html?cur=T HB Customer analysis Chiang Rai is the province that rich in tourism resources in terms of natural attractions, antiquities and evidence of its past civilization. It is also home to several hill tribes who follow fascinating ways of life. Chiang Rai is also a tourism gateway such as Myanmar, Cambodian, India and Laos. Chiang Rai is the most tourist come to travel in winter season because they have good weather and have many special natural attractions. So suitable for tourists who want to relax and enjoy with natural. Most of tourist that come to Chiang Rai so tourist in country they want come with family for relax and enjoy in long time. All most come in past of weekend or festivals. So we open the resort to answer Thai tourist spend time and money in Chiang Rai, Thailand. Our resort mainly focuses in family group for spending in resort as long time. For foreigner tourist most come with friends or tour company. They not spent time long but they just stay short time and continues to another province. Most of tourist comes from Thai tourist. So most of resort comes from Thai tourist however have both of tourist in country and out country.
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Figure 3.2
(Reference http://www.chiangrai.net/dashboard19/) Total revenue from tourism in the Chiang Rai province. Revenue (million). 2549 Thai Tourist Foreigner Tourist Total Figure 3.3 (Reference http://www.chiangrai.net/dashboard19/) Competitive Analysis Competitive advantage is the ability of an organization that competitors cannot imitate. The competitors have to take some time to adjust itself before the edge of our capabilities, such as innovation management within the organization management organization. The image of the organization is the most important factors in achieving a competitive advantage in the knowledge that the organization is trying to build up with learning and developing a learning organization from the executive to the knowledge of the staff to focus on the organization. Our resorts choose the Natural Resort was located in Chaing Rai. The resort guests will enjoying the various kind of activities such as mountain slider, ox cart riding, biking, joking, place for the people who like to take photo, feeding, fishing and drawing. Our resort 2,361.77 9,374.20 2,356.60 9,818.95 2,863.61 10,633.92 2,801.21 9,404.64 7,012.43 7,462.35 7,770.31 6,603.43 2550 2551 2552
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has only 10 houses each house has variety stay and around our resort has many destinations such as White Temple, Kunkorn Waterfall and Boon Rod farm. The resort has not far away from city the Airport and bus station. So for the activities and accommodation are difference from competitors in Chiang Rai this is strength from our resort and we think this point is very important to take customer go to visit and can earn more profit. (Reference:http://cpl-consult.com/Document/General/Document_general_1.html)
STP Analysis Segmentation
Classification Segmentation Chiang Rai (785 km), located at the northern tip of Thailand in the very heart of the Golden Triangle, gains fame from its scenic views, exotic hilltribes and exciting elephantback riding tours.Chiang Rai is the province that has many tourist come to travel , so it make Chiang Rai has more hotel and resort. Resort in Chiang rai has many types and many levels as follow. Minimum Requirements for AA Recognition One Star Hotels Hotels in this classification are likely to be small and independently owned, with a family atmosphere. Services may be provided by the owner and family on an informal basis. There may be a limited range of facilities and meals may be fairly simple. Lunch, for example, may not be served. Some bedrooms may not have en suite bath/shower rooms. Maintenance, cleanliness and comfort should, however, always be of an acceptable standard. Such as general resort.
40
Two Star Hotels In this classification hotels will typically be small to medium sized and offer more extensive facilities than at the one star level. Some business hotels come into the two star classification and guests can expect comfortable, well equipped, overnight accommodation, usually with an en-suite bath/shower room. Reception and other staff will aim for a more professional presentation than at the one star level, and offer a wider range of straightforward services, including food and drink. Such as River Hill Resort, Wanawad Resort Three Star Hotels At this level, hotels are usually of a size to support higher staffing levels, and a significantly greater quality and range of facilities than at the lower star classifications. Reception and the other public rooms will be more spacious and the restaurant will normally also cater for nonresidents. All bedrooms will have fully en suite bath and shower rooms and offer a good standard of comfort and equipment, such as a hair dryer, direct dial telephone, toiletries in the bathroom. Some room service can be expected, and some provision for business travelers. Such as Du Doi Suay Resort, Phowadol Resort & Spa, Imperial Golden Triangle Resort Four Star Hotels Expectations at this level include a degree of luxury as well as quality in the furnishings, decor and equipment, in every area of the hotel. Bedrooms will also usually offer more space than at the lower star levels, and well designed, coordinated furnishings and decor. The en-suite bathrooms will have both bath and fixed shower. There will be a high enough ratio of staff to guests to provide services like porter age, 24-hour room service, laundry and dry-cleaning. The restaurant will demonstrate a serious approach to its cuisine. Such as The Imperial River House Resort, The Legend Chiang Rai Boutique River Resort & Spa, Rimkok Resort
41
Five Star Hotels Here you should find spacious and luxurious accommodation throughout the hotel, matching the best international standards. Interior design should impress with its quality and attention to detail, comfort and elegance. Furnishings should be immaculate. Services should be formal, well supervised and flawless in attention to guests' needs, without being intrusive. The restaurant will demonstrate a high level of technical skill, producing dishes to the highest international standards. Staff will be knowledgeable, helpful, well versed in all aspects of customer care, combining efficiency with courtesy such as Le Meridien Chiang Rai Resort, Katiliya Mountain Resort & Spa, Dusit Island Resort, Anantara Resort & Spa Golden Triangle (Reference http://www.onecaribbean.org/content/files/hotelcalssification(1).pdf)
Psychographic Segmentation Psychographic is the segmentation that separate people with their mood or emotional
such as lifestyle, personality, etc. All of these factors has effected with people or tourists. For this business there are high levels of people or a bit high class of tourists that means the tourist who will stay in the resort will be the person who have abilities to pay for high price and love to travel with luxury resort or depended on tourists lifestyle. The resort is suitable for tourist who loves to do the activities and love natural. Behavioral Segmentation
Thai and foreigners tourists prefer to travel in Thailand, the city always with smile and good scenery. Many people like to take leisure and stay at the accommodation that can relaxed them with natural and good environment. Not only the accommodation, have they preferred to buy some souvenirs from the resort or destination that they take time for recreation. The segmentation categories discussed above are specifically focused on the tourist consumer or visitor. As such they result in the production of the most usable, reliable and detailed visitor profiles as possible. However, they do not consider the visitors relationship with the destination or tourism product. As its very likely that people with similar geodemographic and/or psychographic profiles may have different interactions with
42
the same destination or other tourism product, it is also necessary to focus on tourists behaviour in relation to a particular tourism or destination product. This form of segmentation has several dimensions but, in general, it aims to group consumers in terms of their relationship with the destination product, for example, whether they are first-time or regular visitors, the purpose of their visit, loyalty and their attitudes to the destination before segmenting on the basis of behaviour or benefits sought. The commercial models considered above do not sufficiently facilitate this segmentation approach. (Referencehttp://www.insights.org.uk/articleitem.aspx?title=Segmenting%20the%20Tourism %20Market)
Target Market The target markets of Ing Khao Resort are focus on the family tourists and everyone who want to touch the new experience of accommodation in Chaing Rai. Although, tourists want to do the innovation of activities that are crating by our resort that they never touch before.
43
Product Positioning
Figure 3.4
Products positioning of ING KHAO RESORT RIVER HOUSE are provides the variety and differences of service from other competitors such as outdoor activities, mountain slider, farming, feeding, planting, and etc. For the service, we have to provide the quit high quality to the customer or tourists. The differentiation between ING KHAO RESORT RIVER HOUSE and other resort in Chaing rai are the products and services of our business so we can put the position at the medium of position not higher than Lemeredian resort because we just have a few of house for rental but higher than other low cost of resort such as Chomna and Laluna resort because they has a few of activities and may be not quit good service there.
44
Sales Forecast Year 1
Figure 3.5
Year 2
Figure 3.6
45
Year 3
Figure 3.7
Year 4
Figure 3.8
46
Year 5
Figure 3.9
47
Chapter 4 Investment
48
Chapter 4: Investment Cost of investment Pre-operating cost For the pre-operating cost our resort has to pay for the landscape expense, certificate as business registration and other expense as the registered and installation of overhead equipments. - Product and Operations Analysis Cost of Investment Pre-Operation Description Landscape: Land Land adjust expense Drawing Building Certificate: Business Registration Etc: Water supply registered and installation Electricity register and installation Internet fee installation Telephone installation True vision installation Vehicle Equipment Total
Figure 4.1
Amounts 41,760,000 14,400,000 2,770,200 19,800,000
50,000
57,000 53,400 4,500 3,700 2,000 960,000 2,024,501 81,885,301
49
Investment Cost Investment Building Hunter River 2,200,000 20 years 110,000 9,166 Amount Depreciation Annual DEP. Monthly DEP.
Toda House
2,200,000
20 years
110,000
9,166
Provence
1,200,000
20 years
60,000
5,000
Viceroy Bali
1,200,000
20 years
60,000
5,000
Whim Architecture
800,000
20 years
40,000
3,333
Drew House
800,000
20 years
40,000
3,333
Hidalgo Hartmann Arquitectura Calistoga Residence
2,400,000
20 years
120,000
10,000
1,000,000
20 years
50,000
4,166
Brooklyn
1,000,000
20 years
50,000
4,166
Swellendam House
2,400,000
20 years
120,000
10,000
Lobby
2,000,000
20 years
100,000
8,333
50
Central part
2,600,000
20 years
130,000
10,833
Total
19,800,000
20 years
730,000
60,831
Vehicle EVT chalet Proof 700,000 5 years 140,000 11,666
EVT golf plus D
110,000
5 years
22,000
1,833
Rickshaw
120,000
5 years
24,000
2,000
Bicycle
30,000
5 years
6,000
500
Total
960,000
5 years
192,000
15,999
machine Air condition 182,400 5 years 36,480 3,040
Television Sony 22"
74,900
5 years
14,980
1,248
Water heater
570,000
5 years
114,000
9,500
51
Coffee grinder
15,800
5 years
3,160
263
Sharp XEA102 Cash Register
9,980
5 years
1,996
166
Lavatory
2,990
5 years
598
49
Shaker
42,000
5 years
8,400
700
Automatic Hand dryer
18,000
5 years
3,600
300
Absolute home entertainment 2.4m
20,920
5 years
4,184
348
Total
936,990
5 years
187,398
15,614
Computer max 21.5 N Total 478,800 3 years 159,600 13,300
Furniture Total 1,087,511 5 years 217,502 18,125
52
# Machine/ Tool/ Equipment Where Furniture/type of room Set Bed Room (Big) 49,900 dining room picture Price
1
Hunte River River side small house Bookshelf Bath room set
21,900
16,400
3,450
Flower vase
690*3=2,070
Sofa
44,900
Carpet
650*3=1,950
Mirror
490
lamp (table)
1,690
Air condition
15,200
53
television Sony 22"
7,490
Bin
159*3=477
Ram towel
190*2=380
Curtain
650
side table
19,000
Pillow
598*2=1,196
Floor lamp
9,990
Artificial flower
2,995
bath accessories
418
water hitter Set Bed Room (Big)
5,700 49,900
54
2
Toda House Riverside small house
dining room 21,900 Bath room set 16,400 Bookshelf
3,450
Flower vase
690*3=2,070
Sofa
44,900
Carpet
650*3=1,950
Mirror
490
lamp (table)
1,690
Air condition
15,200
television Sony 22"
7,490
Bin
159*3=477
55
Ram towel
190*2=380
Curtain
650
side table
19,000
Pillow
598*2=1,196
Floor lamp
9,990
Artificial flower
2,995
bath accessories
418
56
water hitter
5,700
Set Bed Room (Big)
28,500
set Bed Room (Small)
24,900
Bath room set
16,400*2=32,800
sofa
16,000
dining room
28,260
3
Provence House
River side big house Bookshelf 3,450
dining room
28,260
57
Artificial flower
2,995
bath accessories
418
Carpet
650*3=1,950
Mirror
490
lamp (table)
1,690
Air condition
15,200
television Sony 22"
7,490
Bin
159*3=477
Ram towel
190*2=380
Curtain
650
58
side table
19,000
Pillow
598*2=1,196
Floor lamp
9,990
Artificial flower
2,995
bath accessories
418
water heater
5,700*2=11,400
Set Bed Room (Big)
28,500
24,900
Bath room set
16,400*2=32,800
dining room
28,260
Sofa
16,000
59
4
Viceroy Bali house
River side big house Artificial flower 2,995 Bookshelf 3,450
bath accessories
418
water hitter
5,700
Carpet
650*3=1,950
Mirror
490
lamp (table)
1,690
Air condition
15,200
television Sony 22"
7,490
Bin
159*3=477
60
Ram towel
190*2=380
Curtain
650
side table
19,000
Pillow
598*2=1,196
Floor lamp
9,990
Artificial flower
2,995
bath accessories
418
water heater
5,700*2=11,400
5 Whim Architecture house

Farm side small house Dining Room 19,900 Bed room set 38,900
61
Bath room set
16,400
Bookshelf
3,450 650
Curtain 22,900 Sofa set 7,200 Carpet 15,200 Air conditioner 7,400 Television Sony 22 159 Bin 190 Towel 598 Pillow 850
Mirror
62
995
Floor Lamp 418 Bath accessories 590
Flower vase water hitter 5,700
38,900 Bed room set 19,900
6 Drew House
Farm side small house
Dining Room
Bath room set
16,400
Bookshelf
3,450 650
Curtain 22,900 Sofa set
63
7,200 Carpet 15,200 Air conditioner 7,400 Television Sony 22 159 Bin 190 Towel 598 Pillow 850
Mirror 995
Floor Lamp 418 Bath accessories 590
Flower vase 5,700 water hitter
64
27,900 Bed room set ( Big) 24,900 set Bed Room (Small)
Bath room set
16,400*2=32,800 17,900
Dining Room
Bookshelf
3,450 21,00
Sofa set
7 Hidalgo Hartmann Arquitectur a hous

Farm side Big House Air conditioner Curtain
650
7,200 Carpet 15,00
7,400 Television Sony 22 159 Bin
65
190 Towel 598 Pillow 850
Mirror 995
Floor Lamp 418 Bath accessories 590 Flower vase 5,700 Water heater 21,900
8
Dining Room Bookshelf Table for the living room 16,400 Bath room set 18,950
Calistoga Residence house

Mountain side small Room
Bookshelf
3,450
66
590
Flower vase 19,500 Sofa 1 set 299 Carpet 82,700 Bed room set 850
Mirror 995/1
Lamp 15,200/1 Air condition 7,490 Television Sony 22 270 Bin 190 Ram towel 650/1
Curtain
67
5,700 Water heater
Bath accessories
418 598
Pillow 21,900 Dining Room
Table for the living room
18,950
9 Brooklyn house
Mountain side small house Bookshelf 3,450 590 Bath room set 16,400
Flower vase 19,500 Sofa 1 set 299 Carpet
68
82,700 Bed room set 850
Mirror 995/1
Lamp 15,200/1 Air condition 7,490 Television Sony 22 270 Bin 190 Ram towel 650/1
Curtain 5,700 Water heater
Bath accessories
418
69
598 Pillow
Set Bed Room (Big)
28,500
24,900
Bath room set
16,400*2=32,800
10 Swellendam House
Mountain side big house
Bookshelf
3,450
Flower vase
590*4=2,360
Sofa
19,000*2=38,000
Carpet
1,300*5=6,500
Mirror
850*2=1,700
lamp
995*2=1,990
Air condition
15,200*2=30,400
70
television Sony 22" Bin
7,490*2=14,980
159*5=795
Ram towel
190*4=760
Curtain
650
side table
19,000
Pillow
598*4=2,392
Floor lamp
9,990*2=19,980
Artificial flower
2,995
bath accessories
418*2=836
water hitter
5,700*2=11,400
71
Central part
Artificial Flowers
1795 * 5 = 8975
Flowers Vases
190 *10 = 1900
Clocks
590 * 4 = 2360
Printed Pictures & Canvas
350 *5= 1750
Table Lamp
1300 *5 = 6500
Floor Lamp
900 *3= 2700
Picture Frames
350*10= 3500
Pendant & Ceiling Lamp
1290 *4 = 5160
Compact kitchen
49,900
Rectangle Tables
3,390 *7= 2370
72
Sofa L-Shape
59,900 *4 =239600
Sofa
21,000
Coffee Tables
5,700
Carpet
350 *4= 1400
Side Tables
3000 *4 =12000
Bar Stools
1900 *10= 19000
Console Tables
2690 *4 = 10760
Cabinets & Sideboards
35,900*3=107700
Spoons, Forks and Knives
149*50=7450
Plates20 set
2290*5= 11450
73
Table Accessories
25*20=500
Fruit Bowl
65*10= 650
Food Storage
239 *3 = 717 6990 *5= 34950
Outdoor Set
DAPPER & COMSA#4Set
19,900.-
Cushion Size - S 299
WALL DECORATION
13,192.-
Bath room
Sharp XEA102 Cash Register Computer max 21.5 N 39,900 4,990.00 39,900
Lavatory
2990
74
Coffee grinder
15800
3500*12= 42000 Shaker 10000*12= 120000
Toilet Partition
COTTO basin
548 *12 =6576
Lamps
59*12= 708
Mirror 300
300 *12= 3600
59*12= 708 Soap
Hand washing sink
560*6 = 3360
Spray
250 *6 = 1500
75
4,500 *2= 9000
Lobby
Giorgio plus Rectangle Tables
9,900
Astros Rectangle Tables fur ton dining table Rectangle Tables
12,900
15,900
So ho Sofa L-Shape
32,900 * 3 = 98,700
Cottage 3+1 seater sofa (sofa Set)
37,900 * 2 = 75,800
Miro Medium Bag Chairs
3,990 * 8 = 31,920
Clere Table Lamp
590 * 3 = 1,770
Mika plus/p Bar Stools
2,990 * 7 = 20,930
76
AIDA Table Lamp
490 *3 = 1,470
Amelia/180+ADDA dining set
35,100
Absolute home entertainment 2.4m
20,920
495 *3 L = 1,485 LUXY Reading Lamp
0slo Pendant & Ceiling Lamp
1190
Bicycle garden Artificial Flowers
2995
Bouquet bicycle Artificial Flowers
1795
Flower in vase Artificial Flowers
495
77
Picture Frames
249 *8 = 1,992
Ceramics Sculpture Bright Clocks
295 *5 = 1,475 495 *2 = 990
Allen Clocks D coo328A Printed Pictures & Canvas
299* 4 = 1,196
890
F150-69H Printed Pictures &
490
Chest of Drawers
11,900
Outdoor Set Air suspension is a 23,228 BTU SJU24 saijo denkimodel is equipped with No 5 Price
13,900
32,000 *2 = 64,000
78
Mirror
1,330
Bathroom Bin
590
Bath Accessories
3,300
Anti-Slip Mat
190
Shower Curtain Working 480
Chair
2,990
Hand washing sink
560*6 = 3360
Spray
250 *6 = 1500
4,500 t *2= 9000
The paper Chu Chi
1500*2= 3000
79
Depreciation Year 1
Figure 4.2
80
Yeas 2
Figure 4.3
81
Year 3
Figure 4.4
82
Year 4
Figure 4.5
83
Year 5
Figure 4.6
84
Chapter 5 Operations
85
Chapter 5 : Operating Product Characteristics (in Detail) The characteristics of our products are accommodations and activities. In this part we have to show about the room or house that we provide for customer. We have to show the detail and the pictures for each of products and also put price of products there. House Theme Name of house Hunte River picture Number of slices 2-3 Detail price
River house
1 flow 1 room 1 toilet
8,500-10,500 include all activity 6,500-8,500 Not include all activity
River house
Toda House
2-3
1 flow 1 room 1 toilet 8,500-10,500 include all activity 6,500-8,500 Not include all activity
River house
Provence
7-8
2 flow 2 room 3 toilet 1 swimming pool
86
River house
Viceroy Bali
7-8
Farm side house
Whim Architecture
2-3
Farm side house
Drew House
2-3
Farm side house
Hidalgo Hartmann Arquitectura
7-8
87
Mountain side house
Calistoga Residence
2-3
Mountain side house
Brooklyn
2-3
Mountain side house
Swellendam House
7-8
Activity activity picture detail Price
mountain slider
Slide from top view of the mountain far from
2,000
88
Rider a bicycle
Ride all around the farm
300
Ox cart
Absorb the beautiful nature view.
400
feeding
Feeding the animal ( Fresh fruit, leave, corn , milk)
300
take photo zone
Enjoy and take photo around the highlight point of resort.
Free
Restaurant/ menu style Menu Smoked Mackerel with Dill Sauce picture price 700
89
Chicken with Pineapple Salad in Mini Tart
450
Green Asparagus and Ham Roll
450
COLD CANAPE
Egg and Shrimp on white bread
450
Smoked Pork Loin with pickle
850
Krathong Tong
300
Tuna Salad in Puff Pastry
300
Smoked Salmon Roulade
400
90
Profiterole Fillet with Chicken Liver Mousse
700
Ham, Pineapple and Cheese Skewer
350
Seafood Salad with Curry Mayonnaise
800
Kai Phad Samun Plai Krob in Rice
250
Shrimps with Melon
300
Grissini and Cheese Straw
300
SALT SNACKS
Potato Chips and Nuts
180
Deep-Fried Prawn Crackers
200
91
Honey Glazed Ham with Raisin Sauce CARVING Baked Whole Salmon in Moroccan Spice
600
800
Assorted Freshly Bake Bread
250
Oven baked Ham Croissants
300
Italian Spicy Pork Sausage
300
Marinated Chicken Skewer
450
HOT SAVOURIES
Sesame-Fried Fish Finger with Remoulade Sauce
350
Curry Seafood Souffl in Mussel Shell
700
92
Leek, Onion and Bacon Quiche
990
Duck Liver in Bacon
600
Chicken Wing Terriyaki
600
Spicy crab Cake with chili Mayonnaise
280
Shrimp Skewer with Saffron Aioli
800
Mustard Crusted Pork Tenderloin Rosemary Gravy
1200
Tandoori Marinated Lamb Kabab
1200
Selection of Fresh Fruits
450
Mini French Pastries DESSERT
320
93
Chocolate Mousse
280
Mini Fruit Tarte
320
Assorted Classical Thai Sweets
80
Strawberry Mousse
80
Strawberry Jelly
70
Drinking
70
seasonal drink
70
Coco
80
94
70
100
80
Apricot soda float
90
Mix-fruit soda float
90
Mulberry soda float
90
Cocoa float
90
95
Tea float
90
Sweet Azuki Coffee float
120
Coffee Jelly drink float
120
Caf Au Lait float
120
Coffee float
120
Mix-fruit milk
70
96
70 Mulberry milk
Apricot soda
70
Mix-fruit soda
70
Mulberry-honey soda
70
Sweet Azuki coffee
80
97
Location: Khunkorn subdistrict, Muaeng District, Chiang Rai province Why Khun Khorn? Our resort is located at Khunkorn because there has a lot of environmental and have natural tourist place that can be earn more profit to the resort. Around khunkorn they also have Khunkoern waterfall, white temple, Bunrod farm, green tea field and not far away from the city and airport.This location is a good one to created mountain slider because they actually have a hill to adaped with slider.
Map for location of ING KHAO RESORT
Figure 5.1
98
Facility Layout
Figure 5.2
99
1 Hunter House
River Side Small House
Figure 5.3
100
2. Toda House
River Side Small House
Figure 5.4
101
3. Provence House
River Side big House
Figure 5.5
102
4. Viceroy Bali house

River Side big House
Figure 5.6
103
5. Whim Architecture House

Farm Small House
Figure 5.7
104
6. Drew House
Farm side Small House
Figure 5.8
105
7. Hidalgo Hartmann Arquitectura house

Farm side small House
Figure 5.9
106
8. Calistoga Residence house

Mountain Side Small House
Figure 5.10
107
9. Brooklyn House
Mountain Side Small House
Figure 5.11
108
10. Swellendam House

Mountain Side big House
Figure 5.12
109
Sheep Farm
Figure 5.13
110
Restaurant
Figure 5.14
111
Lobby & Meeting Room
Figure 5.15
112
Production & Operation Analysis # Machine/ Tool/ Equipment The equipment/tool/machine that usually used in resort we actually provide and have to do a contact with SB furniture and Index living mall to get furniture from there. For all of equipment we have to use the equipment that are high quality and used the new one for each of room.
Logistic Management Our business is resort and for the logistics management is about logistic of equipment, building, animal in farm, flower for decorate, furniture, transfer bus for tourists from Airport to resort and logistic of food and beverages. We manage some of above in the first time or first period of running business. We will orders and use logistic system in case of transferring the equipment, furniture, building, animal and accessory for decorate only early of business and logistic Food and beverage, flower and bus transfer in everyday for the tourists get new and fresh in a day. We have to plan and set the staff for the logistic department. The logistic department has to responsibilities about check in and out of transferring all of material. If we got some mistake or some problem we will use the contingency plan to support them.
Facility Management The core products are accommodation so the business need to concern about facilities and convenience of customer. Its very hard work to create all of them but we should to set facilities for comfortable and suitable with landscape. Our business is service process so we must provide the best service and must set everything in resort comfortable for customer. In the resort have many part such as parking, restaurant, office center, activities area, photo taking zone, animal farm zone and accommodation zone. All of these we have to creative the new idea for customer got new experience and satisfy with the place so we have to manage them by setting the central part for describe about mapping of resort and also provide the sign for telling each part of resort.
113
Operating cost Direct Labor Cost Duty General Manager Marketing Manager IT Manager Financial Manager Super Visor Accountant Technician Human Resource Front Office Receptionist Executive Chef Assistant Chef House Keeping Gardener Staff Waiter/Waitress Bartenders Security guard Trainer Steward Animal keeper Total Salary 35,000 35,000 35,000 35,000 25,000 15,000 10,000 20,000 10,000 10,000 50,000 30,000 7,000 5,000 10,000 10,000 17,000 10,000 20,000 7,000
5,000
Amount 1 1 1 1 2 2 2 1 4 2 1 1 6 2 10 3 1 4 2 2
3
Total 35,000 35,000 35,000 35,000 50,000 30,000 20,000 20,000 40,000 20,000 50,000 30,000 42,000 10,000 100,000 30,000 17,000 40,000 40,000 14,000
15,000
708,000
Figure 5.16
114
Chapter 6
Organization /Administration
115
Chapter 6: Organization/ Administration Administration
Year 1
Figure 6.1
Year 2
Figure 6.2
Year 3
Figure 6.3
116
Year 4
Figure 6.4
Year 5
Figure 6.5
117
Marketing Expense
Figure 6.6
Figure 6.7
118
Figure 6.8
Figure 6.9
119
Figure 6.10
120
Chapter 7 Financial
121
Chapter 7: Financial Income Statements
Figure 7.1
Figure 7.2
122
Figure 7.3
Figure 7.4
123
Figure 7.5
124
Cash Flow
Figure 7.6
Figure 7.7
125
Figure 7.8
Figure 7.9
126
Figure 7.10
127
Balance Sheet
Figure 7.11
Figure 7.12
128
Figure 7.13
Figure 7.14
129
Figure7.15
130
Chapter 8 Risk Management
131
Chapter 8: Risk Management External Risk External risks refer to risks external to the business. These risks are largely outside we control once us have bought the business, and can include all or some of the following. Risk Political Analyze Political create the policy and raw that will control the price and quality of some kinds of necessary goods that resort have to buy it from supplier such as coffee bean, mike, cocoa powder, green tea powder, sugar, etc. Work week Mandatory employee benefits. Action Resort have to catch up the political news all the time to make our company gain by the political and make more profit and get better than competitor. Ing khao resort manage work week by have manager to contort by we open in every day and have staff to change day and night so staff is work in every day and have two part or time day and night. Ing khao resort tell and write information for employee to know what benefits that gets from work such as tip, day for weekend.
132
Economies
Economic is the factor that we use to evaluate our income, outcome and future plan. That we are checking on the National economy or average income per person who are the target group. Taxation. Exchange rates. Skill level of workforce Labor costs
We should to have the second plan to support the company because the economic is not certain. Staff have good skill and have training before do work. Ing khao resort show rate and tell employment before work. For tip we have for employment by it up to season or customers that give.
133
Social
Factor that will let we know about who should to be the main target group of our company and let us investment at the right point. Some things just simply fade because of new fashion and social change. Make customer loyalty lost. Culture (gender roles).
Then we have to study in this factor clearly for make a lot of benefit by less money. Ing Khao resort makes customer loyalty by have new product in business and update for customer in part of food, service, and product and have good service mind. Ing khao resort gives information for customer that come to resort because most come from other country some people that not know about culture and social before.
Technology
Changes and enhancements to existing technology could affect business(Ing khao resort). New inventions and development. Rate of technology transfer improve.
Improve and fellow technology for business to success. Ing khao resort use technology to promote business to world spread in internet or web etc. Ing khao resort has to develop more information about business in website.
134
(Reference http://www.softcontrol.net/en/network-support/external-risk.html) (Reference 4business.com/index.php/entrepreneurresources/buy-business-articles/9-buybusiness-risk)
Internal Risk In the case of internal risk, the first problem to be addressed is which element of the project is affected by a given risk driver. In order to carry out a systematic analysis a Work Breakdown Structure (WBS) is requested, considering for instance deliverables, functional systems, components, integration make and buy processes, resources and costs.
Risk Strategic
Analyze Strategic Risk is the current and prospective impact on earnings or capital arising from adverse business decisions, improper implementation of decisions, or lack of responsiveness to industry changes. This risk is a function of the compatibility of an organizations strategic goals, the business strategies developed to achieve those goals, the
Action Have to often survey or often use the strategic and keep the problem to use next time. Have to set the strategy to cover all part of business plan.
135
resources deployed against these goals, and the quality of implementation. The resources needed to carry out business strategies are both tangible and intangible. They include communication channels, operating systems, delivery networks, and managerial capacities and capabilities. The organizations internal characteristics must be evaluated against the impact of economic, technological, competitive, regulatory, and other environmental changes.
The strategic of business is newly.
The strategic not cover all of business process.
136
Marketing
Increased competition because in the future this style of resort may be popular so another resort should be developing for customer needs. Customers select the resort by price.
Find the new thing for attract customer or do follow the customers needs.
Reduce price or get promotion for customer.
Operational
The Human error can be occurring by the lack of safety or lack of knowledge and the error can be difficult to resolve. To bring the lack of customer confident to pay in that process or the other. Fraud is the error that can be from the internal staff or external parties including the people who intended to use the authorities to corrupt. Technical Failure is
To give knowledge and understand with the system and how to work properly To divide the responsibilities, control and rechecking with each other. To create the operation manual and the troubleshooting guide. To use the secret code in each department. Have the owner photo to identify in staff card.
137
the error that occurs by the machine or technical process by failure of information technology system and software such as the error by some mistake of registration or check in-out systems and electricity in room.
To set rule of fraud staff as fire Have contingency plan and often recheck. Have Backup and Recovery system. To have software technician for resolving the system problem. To set the emergency equipments for emergent situation.
Employees in organization lose about skill to appropriate with work of each position.
Take employees to train about necessary skill to working for their position every month and practice employees to expert in work. Take employees to practice other language for employees can speak with other foreigner from many countries.
Some employees dont speak other language for communicate with foreigner.
Give knowledge
Employees dont understand about culture of foreigner in each country.
about culture of each country to employee and increase the conduct to appropriate with guest of each country. Training new employees from other position come to
138
Removing of
employees in important position in organization.
Differential of culture between employees in organization.
Differential about idea in working of employees. Decayed of material or environment in hotel such as furniture, building and nature in hotel. Circulation finance to not regular of company.
work in place of old employee to resign or recruit new employee from outside come to work in appropriate position. In our resort will have activities for employees do together such as parties, camping and we will do other activities for relationship between employees. Share idea and report in meeting place for search summary of idea each person. We will inspecting by engineering and maintaining position of hotel and repair something to decay. Search many sell way of company for continue income of company such as If in low season income from sell the rooms will decrease, we will change sell point to sell activities in hotel. We will have continued income.
Time
Employee not punctuated.
Use time scanning to record time when employee start work.
139
Finance Risk Sale decrease 5%, 10 %, 15 %
Figure 8.1
140
Cost increase 5% , 10% , 15%
Figure 8.2

Figure 8.3
141
Figure 8.4
Figure 8.5
142
Figure 8.6
143
Figure 8.7
Figure 8.8
144
Figure 8.9
The risk of Ing Khoa Resort River House For the risk of our business we can see that its not too high risk because we have to calculate the percentage of risk in each of part in the resort and get the result that not too much of risk. So the investors can invest money to our project and can get profit and payback period in long term invest.
145
Chapter 9 Conclusion
146
Chapter 9: Conclusion For the ING KHAO RESORT RIVER HOUSE project we will explain about the background of the resort and everyone who love the nature and want to experience mountain and farm resort can come to visit ING KHAO RESORT RIVER HOUSE. This project explain about when the guest visit the resort what kind of activities they can do, the cafeteria accommodation about food and beverage, easy for transportation especially they are many attraction that the guests can enjoy that make our resort different. For through about this project objective explain about how the business will achieve the goal, the support of technique during the business is running especially in the future how the resort will keep business improve to become every choice for every guest who want to enjoy their holiday. A resort is a place used for relaxation or recreation, attracting visitors for holidays or vacation. Resorts are places, towns or sometimes commercial establishment operated by a single company. The famous resort of the ancient world was Baiae, Italy, popular over 2,000 years ago. For the history or empire of resort was origin from Roman empire: Bath (This era was origin from small bath and develop to the largest one in the next time), Europe: Mass Follows Class (This era was spa cured of a long-term illness when he bathed in the iron-rich waters near Liege.), and North America: (This era like Europe empire, there was spa hotel and then developed to the seaside resort and shortly developed to the luxury resort). Types of resorts can separate to 6 types of them there are Sea-side resort; these resorts are located on the coast or may be called beach resort, Ski-resort; is the resort that are developed for skiing and winter sports and in Europe almost located in a town or village in a ski area a mountain area., Destination-resort; is a resort that contains, in and of itself, the necessary guest attraction capabilitiesthat is to say that a destination resort does not need to be near a destination (town, historic site, theme park, or other) to attract its public, Spa-resort; is a short term residential/lodging facility with the primary purpose of providing individual services for spa-goers to develop healthy habits, Golf-resort; are resorts that cater specifically to the sport of golf, and include access to one or more golf course and or clubhouse, and Luxury-resort; often boast many visitor activities and attractions such as golf, water-sports, spa and beauty facilities, skiing, natural ecology and tranquility.
147
There are many resorts in Chiang Rai but almost of them just provide accommodations and a bit of activities so we need to provide a full service of resort that we established ING KHAO RIVER HOUSE RESORT. Our resort likely to provide the best service or high quality to tourist and would like to make them return to the resort again as to be a loyalty customer also as positive word of mouth with their impressive. For the part of market feasibility explain about six sections about external environmental of the resort will focus in a detail of market. The project also deep in Thailand political situation (red shirt & yellow shirt) but the Thai tourism authority (TAT) come to bring the tourists industry back as possible. Also the project explains about economics factors, socials factors and technology factor. As for our resort located in the Northern part of Thailand in Chiang Rai province that have been known by the biggest and the most population travel attraction place that why without analysis 3C the resort business cant running so the project have researched the competitor data as Laluna resort, Baan Kiang Dao that situated in Phu Plai Fah, Maeyao resort, Doi Hom Fah resort and spa, the Imperial River house resort and At Chiang Rai resort. For the customer analysis after research has been found most of the customer is Thai family group that use to stay longer during holiday and foreign tourist just for a short term of visiting. But during winter season they are people come to visit Chiang Rai because of beautiful nature view. For our resort focusing on Natural that mean every guest will be in touch with nature during in the resort, enjoy the activities, even having food. As last for the segmentation will explain about different kind of hotel standard one, two, three, four until five stars hotel know by Le Meridien Chiang Rai resort, Katiliya Mountain resort & spa, Dusit Island resort and Anantara resort & spa golden triangle. For more detail have deep into segmentation have explained more by psychographic, behavioral, target market, product positioning segmentation. In the project plan the resort totally has 10 houses and each of houses have three styles by Mountain View, River view and Farm view. For the big families the resort have plan two floors of houses that can fitful the full service to serve the guest more than they expect and for small family the resort build the one floor house for all of the guest get above and beyond experience during their holiday with ING KHAO RESORT RIVER HOUSE. Also in the resort all the guest can enjoy the different kind of activities with family especially for the highlight activity is mountain slider, rider a bicycle, ox cart, feeding and taking photo zone around the resort. After the guest enjoy the activities will getting hungry so our resort
148
have a professional chefs to serve all the guest with all of the delicious dessert for the best memory that can show the resort not only care for the taste but we care about the guest health as like mom want their child to eat a good food. After having food the guest can enjoy with the drink at the min bar. Mainly for the price depend on the guest choosing. Every guest dont need to worry about our resort service we believe every guest will get a good memory when stay at resort every wishes of all the guest will become true with ING KHAO RESORT RIVER HOUSE. From income statement represent during high season October to January the income of the resort get pretty high for both three sides of resort houses also the activities that include in the resort package. During low season February to September they still have tourist come to visit but low income and the resort still get some income plus with the activities. During the first, second and third year ING KHAO RESORT RIVER HOUSE got the negative number for the income statement during advertising the brand to become the word of mouth. In the management team during starting the resort most of money spent by advertising expenses, buying furniture, computer, sheep and the accommodation accessory. The human resources management team take care every staff, guest that have problem. Our resort study fast, learn fast, growth fast through every problem that the resort pass through. For the salary we pay for general manager, marketing manager, IT manager, financial manager, super visor, accountant, technician, human resource, front office, receptionist, executive chef, assistant chef, housekeeping, gardener, gardener, staff, waiter and waitress, bartender, security guard, trainer, steward and the last animal keeper every month the resort spent 708,000 for each level of member and for the bonus will add as follow. But after three year ING KHAO RESORT RIVER HOUSE brand become well-know so the fourth and fifth year later the resort got the positive income and can return back the profit to the one who invest the money in the resort. Doing the resort business support to take as long term to get some profit back. In the future the resort will be improve and can expand more space to create some new trend to let new customer come to visit in our resort.
For the risk management during starting business the resort still have some risk about loss income in 3 years period but every investor can trust as long term will get back profit. Because for external risk the resort industry when tourist come to visit our resort can guarantee kind of tourist industry will always have tourist people come to visit especially
149
northern part of Thailand. As for internal risk the timing of staff on time and houses demand. The last risk about financial our resort must always to maintain and control cost also we support to keep develop marketing strategy of resort to attract more customers and to create the different attraction to reduce compotator so we can increase our resort net income and business can continues running to survive in resort industry. In conclusion, ING KHAO RESORT RIVER HOUSE has a feasibility to invest in Chiang Rai market because this kind of resort market they are many investor that interesting like this kind of business that can gain profit and become successful well-know brand in resort industry.
150
References http://en.wikipedia.org/wiki/Resort http://iml.jou.ufl.edu/projects/Spring05/Osterer/history.html http://en.wikipedia.org/wiki/Resort#Seaside_resorts http://en.wikipedia.org/wiki/Ski_resort http://en.wikipedia.org/wiki/Resort#Destination_resort http://en.wikipedia.org/wiki/Resort http://www.thai-tour.com/Spa-Resort-Thailand.htm http://www.hamanan.com/top10golf_resorts.html http://www.1stopchiangmai.com/northern_thailand http://www.osmnorth-n2.moi.go.th/statistics.php?page=travel&year=2546 http://www.osotho.com/th/webboard/answer.php?GroupID=&searchKey=&searchFro m=&searchTo=&PageShow=11&TopView=&QID=226 http://www.truevisionstv.com/package.aspx?id=8 http://www.eturbonews.com/8828/tourism-and-politics-collide-thailand-and-fiji http://www.thephuketinsider.com/tourism/tourism_impact_on_thailands_economy_by _numbers.php , http://www.thaiwebsites.com/tourism.asp http://www.google.co.th/#sclient=psyab&hl=th&source=hp&q=social+factors+in+res ort&pbx=1&oq=social+factors+in+resort&aq=f&aqi=&aql=&gs_sm=e&gs_upl=256 5l39430l0l40227l39l26l10l3l4l2l781l13091l31.15.9.1l39l0&bav=on.2,or.r_gc.r_pw.,c f.osb&fp=105a720605a2f446&biw=1024&bih=509 http://www.google.co.th/#hl=th&cp=10&gs_id=5n&xhr=t&q=technology+factors+in +resort&pq=social+factors+in+resort&pf=p&sclient=psyab&source=hp&pbx=1&oq= technology+factors+in+resort&aq=f&aqi=&aql=&gs_sm=&gs_upl=&bav=on.2,or.r_ gc.r_pw.,cf.osb&fp=105a720605a2f446&biw=1024&bih=509 http://www.farang-mike-in-issan.asia/issan-thailand-information/chiang-rai-anintroduction/ http://www.lalunaresortchiangrai.com/ http://www.baankiangdao.com/index.php?lg=en http://www.mohnfahsai.com/ http://www.maeyaoresort.com/ : http://www.doihomfharesort.com/ http://www.imperialriverhouse.com/
151
http://www.be3.com/enus/asia/thailand/chiang_rai/at_chiangrai_resort.html?cur=THB -http://www.chiangrai.net/dashboard19/ http://www.chiangrai.net/dashboard19/ :http://cpl-consult.com/Document/General/Document_general_1.html
152
Appendix
153
154
Employee Uniform
155
Employee Uniform
156
Rate of the room in resort February-September include all not include activity all activity 8,500 8,500 16,500 16,500 8,500 8,500 6,500 6,500 13,500 13,500 6,500 6,500 October-January include all not include activity all activity 10,500 10,500 18,500 18,500 10,500 10,500 8,500 8,500 16,500 16,500 8,500 8,500
No. 1 2 3 4 5 6
7 8 9 10
name room river side 1 river side 2 river side 1 2 floor river side 2 floor mountain side 1 mountain side 2 mountain side 2 floor zoo side 1 zoo side 2 zoo side 2 floor
type room 2 2 4 4 2 2
4 2 2 4
16,500 8,500 8,500 16,500
13,500 6,500 6,500 13,500
18,500 10,500 10,500 18,500
16,500 8,500 8,500 16,500
157
158
Project Feasibility Study and Evaluation

1203302 ING KHAO RESORT RIVER HOUSE
Present to Aj .Chaiyawat Thongintr
Present By TOURISM MANAGEMENT
MEMBERS BY ID 5031207072 ID 5231207058 ID 5231205036 ID 5231205083 ID 5231205109 ID 5231205167 ID 5231205187 MR.Khemchat Setteworrarit Miss Piyapat Yamoum Miss Chananya Jana Miss Prapatsorn Jaisuk Miss Fateemah Tusatoo Miss Oranoot Boonchoong Miss Susan Lu Jars
159

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