The Ladies' Shoes Co.,Ltd

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Preface
This Project is a part of 1203302 Project Feasibility Study and Evaluation

Course in the second semester of 2010. In this project is studying the feasibility of
fashion footwear business in Chiang Rai, which including of background and reason of
business, situation of industry, competition analysis, marketing feasibility, the technical
process, the financial feasibility, and risk analysis in fashion footwear business.
This project is useful to everyone who interested to get knowledge and

information about fashion footwear business before makes decision to investment. It
include operation process covering all of the pre-operating cost of fashion footwear
business,
We are hopeful that our project will provide more benefits to people who
interesting in business. If there is any error in this project, we apologize at this
opportunity.
Group Member
Miss Araya Rojjanatranon
Miss Wichanut Rungroat
Miss A-porn Nantanoi
Miss Pimpilai Chaiyatep
Miss Wansiri Wonglaongpakdee

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Table of Contents
Preface ............................................................................................................................... i
Table of Content ............................................................................................................... ii
Chapter 1 Introduction ...................................................................................................1
1.1 Background and Significant of the project ..............................................................2
1.2 Project Objective .....................................................................................................5
1.3 Benefits of Project ...................................................................................................5
1.4 Activities / Time frame ............................................................................................6
Chapter 2 Industry Profile..............................................................................................7
2.1 Nature of industry ....................................................................................................8
2.2 Situation of industry ..............................................................................................15
2.3 Product and Service ...............................................................................................18
2.3.1 Product ........................................................................................................18
2.3.2 Product sample ...........................................................................................19
2.3.3 Service ........................................................................................................23
2.4 Vision.....................................................................................................................23
2.5 Mission ..................................................................................................................24
2.6 Business strategy ...................................................................................................24
2.6.1 Corporate level ...........................................................................................24
2.6.2 Business level .............................................................................................24
2.6.3 Functional level ..........................................................................................24
Chapter 3 Market feasibility Study .............................................................................27
3.1 Marketing Analysis................................................................................................28
3.1.1 General Environment Analysis ...................................................................28
3.1.2 Competition analysis (3C Analysis) ..........................................................32
3.2 STP Analysis .........................................................................................................39
3.2.1 Segmentation ..............................................................................................40
3.2.2 Target market ..............................................................................................40
3.2.3 Positioning ..................................................................................................40
3.3 Marketing Mix Strategy.........................................................................................41
3.3.1 Product .......................................................................................................41
3.3.2 Price ............................................................................................................43
3.3.3 Place............................................................................................................44
3.3.4 Promotion ...................................................................................................45
3.4 Sale Forecast/Profit Estimation .............................................................................47
3.5 Marketing Expense ................................................................................................68
3.6 Conclusion .............................................................................................................71
Chapter 4 Technical feasibility Study ..........................................................................72
4.1 Production / Operation Analysis............................................................................73
4.1.1 Product Characteristic.................................................................................73
4.1.2 Production / Service Process ......................................................................79
4.1.3 Location and Layout ...................................................................................80
4.1.4 Tool / Equipment ........................................................................................88
4.1.5 Logistic Management .................................................................................94
4.1.6 Facility Management ..................................................................................96
4.2 Cost of Investment ..................................................................................................97
4.2.1 Pre-Operating cost ......................................................................................97
4.2.2 Investment cost .........................................................................................102
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4.2.3 Equipments and Tools ..............................................................................103

4.2.4 Depreciation..............................................................................................104
4.3 Management Analysis ..........................................................................................109
4.3.1 Organization Management .......................................................................110
4.3.2 Organization Chart ...................................................................................113
4.3.3 Administration Cost ..................................................................................114
4.4 Conclusion ............................................................................................................124
Chapter 5 Financial Analysis......................................................................................125
5.1 Income Statement .................................................................................................126
5.2 Statement of Cash Flow ........................................................................................131
5.3 Balance sheet ........................................................................................................141
Chapter 6 Risk Management ......................................................................................147
6.1External Risk .........................................................................................................148
6.2Internal Risk ..........................................................................................................150
Chapter 7 Summary ....................................................................................................157
7.1 Background and Reason .......................................................................................158
7.2 Product and Service ..............................................................................................158
7.3 Marketing..............................................................................................................159
7.4 Production Process ...............................................................................................159
7.5 Management Analysis ..........................................................................................160
7.6 Risk Management .................................................................................................160
Reference ......................................................................................................................161
Appendix.......................................................................................................................163
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Chapter 1 Introduction
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Chapter 1
Introduction
1.1. Background and Significance of the project
A shoe is an item of footwear intended to protect and comfort the human foot
while doing various activities. Shoes are also used as an item of decoration. The design
of shoes has varied enormously through time and from culture to culture, with
appearance originally being tied to function. Additionally fashion has often dictated
many design elements, such as whether shoes have very high heels or flat ones.
Contemporary footwear varies widely in style, complexity and cost. Basic sandals may
consist of only a thin sole and simple strap. High fashion shoes may be made of very
expensive materials in complex construction and sell for thousands of dollars a pair.
Other shoes are for very specific purposes, such as boots specially designed for
mountaineering or skiing.
Shoes have traditionally been made from leather, wood or canvas, but are
increasingly made from rubber, plastics, and other petrochemical-derived materials.
Until recent years, shoes were not worn by most of the world's population—
largely because they could not afford them. Only with the advent of mass production,
1
making shoes available very cheaply, has shoe-wearing become predominant.
Shoes are the device used to wear for walking. Its benefit is to prevent our foot
from contacting with various sharp objects. However, in view of other people who love
fashion, shoes are important accessories indispensable to show the identity of their
wearer especially the girls who love new fashion. They always find and purchase the
new launching shoes by the reason that they are part of the good disciples who follow
1
http://en.wikipedia.org/wiki/Shoes
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the fashion trend. Therefore, we are not surprising that the sales of shoes rise which are
opposed to the economic that is on the way down.
Nowadays, we can see that fashion has a great influence on Thai people
whether teenage, school age, and working age. They can dress their up follow to
fashion. For example, fashion the winter, including scarves, leggings, and stockings
which they are able to wear these accessories to do their duty. They can get both the
warmth and also being a modern people who are not out of fashion as well. Footwear is
one contained in costume which is non-volatile fashion as clothing. A pair of shoes can
be worn to many events, in many places whether put to work or go to any party. From
this widespread acceptance, our business would like to be the shoes‘ shop which
provides a variety of shoes. We would like to offer a lot of shoes‘ styles that come from
both Thai and overseas. The shops have two branches. The locations for our business
will be at in front of Mae Fah Luang University, and Chiang Rai Rajabhat University,
Chiang Rai.
Chiang Rai is part of Economic Quadrangle Cooperation. The general trading

conditions in Chiang Rai, it continues to grow have seen from statistics of the limited
partnership and company limited that were registered especially construction business,
trading, import - export of agricultural raw materials. And increase of hotel business
2
raising the growth of Chiang Rai economy and consumer spending. Private investment;
the construction in October 2009 continues to accelerate from the same month at
previous year to 160.8% of residential construction based on the permitted area in the
municipality. The investment in manufacturing was also increase, as a result of
domestic economic recovery, investors are attracted to invest more. The important
indicators are number of registered new plant from 3 plants in the same month last year
increased to 9 plants. The number of new business registered remained relatively flat
3
from the same month last year with a number of 26 cases. There are three famous
universities in Chiang Rai such as Chiang Rai Rajabhat University, Mae Fah Luang
2
http://pcoc.moc.go.th/wappPCOC/views/dfactsheet.aspx?pv=57
3
http://www.klangcri.com/team/team3/data/econemy/2553/1.%20Oct%202552.pdf
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University, and Rajamangala University of Technology Lanna Chiang Rai. We focus on

two universities in Chiang Rai which are Chiang Rai Rajabhat University and Mae Fah
Luang University because we see that these universities have the amount of female
populations more than others in Chiang Rai and the area of universities are not far from
town that allow people to see easily.
Mae Fah Luang University where a lot of students who came from different
parts of Thailand. Mae Fah Luang University is the latest university in Chiang Rai
which is evolving. The university emphasis on English teaching, and there are a lot of
both Thai and foreign students. Chiang Rai Rajabhat University where is the oldest
university in Chiang Rai and consists of many students and staffs. It also has the most of
foreign students in the North. We need to open two branches because we would like to
distribute our products to the customers and to possess the market share as much as
possible.
Nowadays, shoes‘ store in front of Mae Fah Luang University and Chiang Rai
Rajabhat University has not much. In these areas is not much progress yet, having few
and small shops that not enough to encounter with a lot of students, so most students
have to go into town to purchase their clothes, shoes, and other accessories. In this case
that the students need to go into town to buy fashion shoes which use of over 10 km. is
waste the cost of money and time and especially it may cause danger to students.
Accordingly, we would like to offer them the better way adding convenience and cost
saving by opening a fashion shoes shop with a large collection of good quality and
cheap price shoes for students in major. In addition, this benefit also causes to other
people such as officers, and other occupations who love to keep up with fashion.
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1.2. Project Objective
• To measure the possibility of a fashion footwear business project

• To measure the possibility of fashion footwear market
• To measure the possibility of financial statement
• To measure the possibility of human resource management
• To analyze net income for basic business
• To calculate the return on business
• To calculate the percent of market share
1.3. Benefits of Project
• Learning the opportunity of new business

• Learning the needs of the market that change all the time
• Learning how to create or improve marketing plan
• Learning the risk factors of this business
• Learning the method or procedure of investment‘s planning
• Learning the financial management and how to manage the financial
reconciliation
• Learning how to solve problems that occur during the project.
• Learning how to run the business and setting the work force
• Learning the feasibility of this business
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1.4. Activities / Time Frame
November December January February
Activities Week Week Week Week
1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4
1. Topic submission
2. Introduction
- Define background of project
3. Study the industry profile
- Product characteristic
4. Analyze the market feasibility
- Market analysis
5. Study technical feasibility
- Analyze production and operation

6. Analyze the financial management
of our business
- Financial management generating
and analysis
7. Project advertising
8. Study and manage the risk of our
business
9. Writing and analyze the report
10. Presentation
11. Conclusion the feasibility of the
business
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Chapter 2 Industry Profile

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Chapter 2
Industry Profile
2.1 Nature of Industry
There is much evidence that a foot covering was one of the first things made by
our primitive ancestors. Necessity compelled them to invent some method of protecting
their feet from the jagged rocks, burning
sands, and rugged terrain over which
they ranged in pursuit of food and
shelter.The history of human
development shows that the importance
of protecting the foot was early
recognized. Records of the Egyptians,
the Chinese and other early civilizations
all contain references to shoes. The shoe is repeatedly mentioned in the Bible and the
Hebrews used it in several instances with a legal significance, notably in binding a
bargain. Shoes of one sort or another are rich in legend and figure conspicuously in the
folklore of different races. The shoe, even
up to the present time, continues to figure
in those stories, which have come down to
us. The stories of the wonderful Seven
League Boots, Mercury's Winged Sandals,
Puss in Boots, Cinderella, and others, all
existed in some ancient and often nearly
forgotten tongue, but are still well known
to all children. The custom of throwing the
shoe after the newly wedded couple is but one of the many instances in which the shoe,
when used according to formula, was supposed to bring luck.
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In its first form the shoe was

just a simple piece of plaited grass
or rawhide which was strapped to
the feet. Among the relics of early
Egyptians are some sandals made
from plaited papyrus leaves,
beautifully and artistically wrought.
Records show that sandalmaking had become a well-recognized art early in the history
of that country.
The sandal still is the most generally worn

type of footwear in many warm countries. In form
and ornamentation it reflects the environment in
which it was worn, together with the artistic tastes of
the peoples. In some countries the sandal continues to be the same simple kind worn
since the dawn of history, while in others the multiple form of the straps and beautiful
decorative work reflect the artistry, progress and
prosperity of the wearers.
The Japanese, long a sandal wearing

people indicated the social status of the wearer
by making distinctive sandals for the Imperial
Household, merchants and actors, in fact, for the
whole range of vocations and professions.
The Greeks emphasized design

and beauty, while the Romans devised a
military type of sandal that enabled
their legions to travel on foot
throughout the then known world. In
the more luxurious days of the late
Empire the sandals were often
beautifully wrought with ornaments of
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gold and precious stones. The moccasin is the foot protection of cold countries. The
puckered seam which outlines the forepart of the moccasin is all that remains of the
puckering string once gathered and tied about the ankle. This peculiar seam still appears
in the footwear of people in every cold county. The moccasin of the North American
Indian, the Eskimo, and the Laplander all have it. The shoe has always had an important
place in costume. Until recent years, many shoes were made to be worn only on
occasions of great ceremony. Some of these were very lavish in design and ornament,
lending importance and distinction
to the official dress of proud
wearers.
Through all this

development, comparatively little
attention was devoted to fitting
qualities or comfort. When the
medieval guilds controlled
craftsmanship in Europe, perfection in workmanship and extravagance in style seems to
have been sought in shoes rather than foot comfort and protection.
Among the more conspicuous oddities of style in this period was the peaked
shoe or Crackow, with a toe so long that it made walking difficult if not impossible and
the passage of laws to prohibit its wearing was necessary before it was discontinued. It
was followed by the Duckbill shoe in Elizabethan times. Laws were enacted limiting its
maximum width to 51/2 inches. These footwear oddities in turn were followed by a
succession of fantastic
creations and shapes.
As late as 1850 most
shoes were made on
absolutely straight lasts,
there being no difference
between the right and
the left shoe. Breaking in
a new pair of shoes was not easy. There were but two widths to a size; a basic last was
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used to produce what was known as a "slim" shoe. When it was necessary to make a
"fat" or "stout" shoe the shoemaker placed over the cone of the last a pad of leather to
create the additional foot room needed.
Up to 1850 all shoes were made with practically the same hand tools that were
used in Egypt as early as the 14th century B.C. as a part of a sandal maker's equipment.
To the curved awl, the chisel-like knife and the scraper, the shoemakers of the thirty-
three intervening centuries had added only a few simple tools such as the pincers, the
lapstone, the hammer and a variety of rubbing sticks used for finishing edges and heels.
Efforts had been made to develop machinery for shoe production. They had all failed
and it remained for the shoemakers of the United States to create the first successful
machinery for making shoes.
In 1845 the first machine to

find a permanent place in the shoe
industry came into use. It was the
Rolling Machine, which replaced the
lapstone and hammer previously used
by hand shoemakers for pounding sole
leather, a method of increasing wear by
compacting the fibres.
This was followed in 1846 by Elias Howe's invention of the sewing machine.
The success of this major invention seems to have set up a chain reaction of research
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and development that has gone on ever since. Today there are no major operations left
in shoemaking that are not done better
by machinery than formerly by hand.
In 1858, Lyman R.Blake, a

shoemaker, invented a machine for
sewing the soles of shoes to the
uppers.His patents were purchased by
Gordon McKay, who improved upon
Blake's invention. The shoes made on
this machine came to be called "McKays." During the Civil War, many shoemakers
were called into the armies, thereby creating a serious shortage of shoes for both
soldiers and civilians. The introduction of the Mckay was speeded up in an effort to
relieve the shortage.
Even when McKay had perfected the machines,

he found it very difficult to sell them. He was on the point
of giving up since he had spent all the money he could
spare, when he thought of a new plan. He went back to
the shoemakers who had laughed at the idea of making
shoes by machinery, but who needed some means of
increased production. He told them that he would put the machines in their factories, if
they would pay him a small part
of what the machine would save
on each pair.
McKay issued "Royalty

Stamps", representing the
payments made on the machine-
made shoes. This method of
introducing machines became
the accepted practice in the industry. Mention is made of it because it had two important
bearings on the industry. First, shoe manufacturers were able to use machinery without
tying up large sums of money. This meant that, in the event a new shoe style suddenly
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became popular and called for major changes in shoe construction methods and
production equipment, the manufacturer wasn't left with a huge investment in
machinery made obsolete by these changes - nor with the prospect of further investment
for new machines. Second, it developed a type of service which has proven to be of
great value in the shoe and other industries.
This unique service was used in the

shoe industry long before it spread to other
industries. McKay quickly found that in order
to ensure payment for the use of the machines
it was necessary to keep them in operation. A
machine which wasn't working did not earn
any money for Mckay. He therefore made
parts interchangeable and organized and trained a group of experts who could be sent
wherever machines needed replacement of parts or adjustment.
In 1875 a machine for making a different type of shoe was developed. Later known as
the Goodyear Welt Sewing Machine, it was used for making both Welt and Turn shoes.
These machines became successful under the management of Charles Goodyear, Jr., the
son of the famous inventor of the process of vulcanizing rubber. Following McKay's
example, Goodyear's name became associated with the group of machinery which
included the machines for sewing Welt an Turn shoes and a great many auxiliary
machines which were developed for use in connection with them.
Invention as a product of continuous research has progressed at an almost

incredible pace ever since. This has required great sums of money, sometimes more
than a million dollars, to perfect one shoemaking machine, and tireless patience and
effort. Inventors have often mechanized hand operations that seemed impossible for any
machine.
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We have progressed a long way from the lasting pincer, a simple combination of
gripper and lever. For centuries it was the hand shoemaker's only tool for shaping the
shoe around the form on which it is made - aided only by his thumbs and tacks, The
lasting pincer is a good tool and is still occasionally useful; with it a century ago a man
with great effort might form or last a few pair in a long day. Today's automatic toe laster
4
for Goodyear Welt shoes can last 1.200 pairs in an 8-hour day.
http://www.shoeinfonet.com/about%20shoes/history/history%20your%20shoes/history%20your%20shoes
.htm
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2.2 Situation of Industry
General situation
Footwear and leather is the fashion goods that vary the needs according to
market trends or group of the world‘s leading designers. It is an industry that adding
value to the leather begins with raw leather and cause many downstream industries such
as shoes, bags, leather furniture, pet toys, gloves, belt, watchband, and etc. In addition,
the industry is intensive use of labor and has to rely on export significantly. The
volatility of trading partners' economies will affect operators in the industry.
Manufacturing
In 2010 the shoe and leather factories registered with the Department of
Industrial Works (Last update 21 Jan 2010) about 1,009 plants, employed 106,050
people which divided into shoe industry 467 factories with workers 70,507 people.
In 2010 the index of the shoe and leather industry has changed when compared to the
same period at the previous year, production index of shoe manufacturing decreased
0.7%. Index of shipments increased 2.6% and finished goods inventory index increased
by 44.0%.
Marketing
 Exports
As a whole in 2010, exports of footwear and leather goods was expected to

increase from the year 2009 for 10.1%. All products rate are rising such as footwear and
parts, appliances for travel, leather products increased of 1.2, 21.0, and 21.6%
respectively.
In 2010, footwear and parts estimated that the export will increase from the year
2009 1.2%. Increased export products were slippers, leather shoes, other shoes, and
parts of shoes increased 10.1, 41.8, 47.5, and 11.9% but exported sports shoes dropped
down 52.7%. The increased export market (January-October 2010) include Denmark,
France and China increased 22.5, 12.8, and 1.1% respectively.
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 Imports
In 2010, shoe is expected to import up to 40.1% from the year 2009.

All imported products are increase such as shoes, sports shoes, leather shoes, shoes
made of rubber or plastic, and others increased by 10.0, 137.2, 15.2 and 16.2%
respectively. Major import markets are China, Indonesia and Vietnam.
Summary and Tendency
Production situation in 2010 compared to 2009 is expected to increase in all

products. Export of footwear, parts, and appliances for travel, and leather products in
2010 is expected to increase from the year 2009 by 1.2, 21.0 and 21.6%, respectively,
resulting from the production base and export of the year 2009 was low. In addition,
major trading partners began to signal economic recovery to more stable making high
consumer confidence in shopping goods. Import of the shoes and bags is expected to
increase 40.1 and 28.3% respectively.
Trends of production and export values of footwear and leather industry in 2011
compared with the year 2010 are expected that footwear industry will be increase but
for the leather products industry will be flat. The next year will be driven by the
expansion of increasing investment. Furthermore, government policies that stimulate
economy, increased orders, increased production capacity, and trends in the domestic
and global economy is expected to be better while the negative factors affecting the
Thai industry come from exchange rate, interest rate, policies, fuel, domestic political
5
situation, and economic problems of Europe.
Nowadays, there are many fashion shoes stores in Thailand. This business is
very popular in Thailand because it is easy trade in investment and low cost and capital
budget more than other business. In addition, most of teenagers pay much attention
about dressing, so shoes are certainly important factor that related to it. Currently, Korea
fashion has affected teenagers in Thailand more and more. It makes increasing trade of
5
http://www.ryt9.com/s/oie/1053093
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Korea fashion market for both women and men in the fashion stores at the shopping
mall and other locations.
Consumption behavior of fashion clothing and footwear

For consumers who purchase apparel categories in department stores. Important
issues that affect the decision to buy fashionable clothes and shoes was the most
beautiful forms of modern goods 23.4%, followed by the appropriate to their
personality 18.4%, product quality 15.0%, appropriate price 13.9%, the need to use
9.5%, discount 8.6. %, confidence in the brand 4.5%, convenience of buying 3.6%, get
premium 2.2%, Other 0.6%, and sweepstakes 0.3%.
For consumers who purchase apparel categories in the market. Most consumers
chose to buy fashion clothes, including fashion shoes monthly up to 40.0%, followed by
every three months 16.4%, Others 12.9%, every week and every 2 weeks had the same
frequency of buying of 10.7%, every six months by 6.4%, and yearly 2.9%.
Consumers' attitudes toward fashion. Overall, the comments in each market, the
majority of consumers‘ attitudes toward whether the fashion products, the appropriate in
terms of price, beauty, and durability as well as the location and distribution channels
6
was the same direction that according to the suitability of the fashion market.
By consumption behavior, the women buy shoes more than man. Nowadays, the
value of women‘s shoes market is not below one thousand million baht each year.
While fashion shoes have best rate, the market of women‘s fashion shoes has bigger
size than fashion shoes of men. At present, buying rate of women‘s shoes are 60% and
7
men are 40% only. Therefore, fashion shoes become more popular for business now.
6
http://shoes4sales.blog.com/2010/10/16/%E0%B8%81%E0%B8%B2%E0%B8%A3%E0%B8%9A%E0%
B8%A3%E0%B8%B4%E0%B9%82%E0%B8%A0%E0%B8%84%E0%B9%80%E0%B8%AA%E0%B8
%B7%E0%B9%89%E0%B8%AD%E0%B8%9C%E0%B9%89%E0%B8%B2%E0%B9%81%E0%B8%9
F%E0%B8%8A%E0%B8%B1%E0%B9%88/
7
http://www.ttisfashionbiz.com/component/content/article/19-fashion-accessories/514-
ciisiosfisisffleather.html
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2.3 Product and Service
2.3.1 Product
Women's shoes range from conservative to sexy, and the right pair of
high heel shoes is one of the most versatile items you can have in your closet.
There are a lot of women‘s shoes in our shop which are divided into
categories based on quality and price. We offer large selections of fashioned
high heel shoes, basic shoes, platform shoes, and etc. which came from the big
stores and market in Bangkok where a fashion city is, such as Jatujak market
(JJ), Platinum, Union mall and also importing the shoes from Korea and Hong
Kong by ordering the mass, through the website.
Figure 2.1 Fashion shoes‘ shop

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2.3.2 Product sample
Shoes’ formats
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Shoes’ formats
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Shoes’ formats
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Shoes’ formats
http://www.wholesale-dress.net/women-s-wedges-c2125
http://www.wholesale-dress.net/women-s-pumps-c2122
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2.3.3 Service
In a good costume, clothing must be corresponding with shoes. The best

selection of shoes not only makes the wearer look good, but also cause good
personality and health as well. The Ladies‘ Shoes, we provide guide service to
all customers by our well-trained employees who have knowledge of fashion
and personality development. The guide service will give advice and customer
care; help customer find their desirable and appropriate shoes. Thus our business
concentrates on this phrase ―when you come in our shop, you can tell your needs
and wants directly. Do not hesitate to tell us.”
Figure 2.2 Guide service by The Ladies‘ Shoes
2.4 Vision
To be the leader of fashion footwear business in Chiang Rai

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2.5 Mission
Giving the best experience and sincerity to our customers by offering our
excellent service, and providing a large selection of good quality products. We will keep
up with the fashion trend and update to our customers immediately. We will provide
and select the best products and service to serve our customers thoroughly.
2.6 Business Strategy
2.6.1 Corporate level
Clothing is one of four basic human needs. People now turn to be a more
self-care, especially dressing up. We can see that the current clothing market in
Thailand is growing dramatically, that‘s why we choose women‘s shoes
business. The Ladies‘ Shoes Company will focus prior on Diversification
strategy to diversify our business to fulfill great prosperity. We use Concentric
strategy; we will add the new related products such as bags, hats, and other
accessories to sell in our shop. Secondly, we focus on Intensive strategy to
expand the business by using Market Development strategy; we will open new
branches in other areas in the North such as Chiang Mai and Payao where the
universities are located. These methods will help to increases the group of
customer, increase revenue and profit, and encourage us to be a leader in
comprehensive fashion business.
2.6.2 Business level
Product Differentiation
We provide the product which we are sure that the customer will satisfy
and want to buy. We offer a wide range of quality products that come from both
inside and outside the country with reasonable price. Most importantly, we will
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update new products every month. Be assured that we will not miss any trend
certainly.
Price Competition
As mentioned that we offer large selections of fashioned footwear. There

are many styles of product since simple to high quality. Then the prices are
varied and different. In price competition, we set the prices that are cheaper than
competitors by the reason that our customer are affordable and in order to make
high sale volume, to create market share rapidly, to increase cost
competitiveness, and to hinder competitors.
2.6.3 Functional level
Marketing
 Determine scope of business or scope of marketing

 Identify the main target customer which is women in Chiang Rai
 Identify the positioning of our business
 Identify marketing mix strategies (4Ps)
 Forecasting and making a high market share
 Learning and analyzing competitor‘s strategies
Accounting/Financial
 Identify capital structure and finding fund

 Prepare a systematic, clear, and accurate financial statement every
month and year
 Improve a system of accounting and financial to be standard
 Control every financial budget including taxation
P a g e | 26
Human Resource Management
 Recruiting and selecting of qualified persons

 Training all employees for high quality teamwork, to learn
specialized knowledge, customer service skill, and good personality
 Dividing work, and assigning appropriate position to each employee
 Follow up and evaluating performance of employee
Operation
 Offering and serving the best value for customers

 Having service-minded, service from the heart
P a g e | 27
Chapter 3 Market Feasibility Study

P a g e | 28
Chapter 3
Market Feasibility Study
3.1 Marketing Analysis
3.1.1 General Environment Analysis
The general environment consists of the factors and forces outside the
company that affect marketing management‘s ability. These factors will
determine the opportunities and threats to our business.
 Political Analysis
Political situation in Thailand is quite lack of stability in the present. Can

be seen from the past event when the mid of year 2010, the formation of a mob
of red shirt at Ratchaprasong intersection, which is a major shopping center, and
the focal point of the teenagers such as Siam Square, Central World, Siam
8
Paragon where many fashioned clothing shops were located.
But today's political situation (December, 2010) is considered better. No

serious mass protest or mob. It allows recovery of shopping center and other
fashioned stores again.
Although political situation in Thailand is lack of stability but this

situation will culminates in competitors because bad situation influences the old
competitors so we will have less competitors after situation. The old customers
from old competitors will find the new store to buy products so this is a good
chance to penetrate the market.
8
http://www.corehoononline.com/index.php?option=com_multisitescontent&view=article&id=175:--1--
-&catid=20:2010-03-19-04-30-28&Itemid=25&site_id=Corehoon
P a g e | 29
 Economy Analysis
The Fiscal Policy Office (FPO), Ministry of Finance, announced that the
Thai economy in 2010 is forecasted to expand at 3.3% per year (or within the
range of 2.5 - 4.1% per year), given continued with the expansionary fiscal
policy from late continuing from late 2009 particularly from public expenditures
under the ―Strong Thailand 2012 Thai Khem Khaeng‖ programplan as the major
drive, along with well as the revival of private expenditures that would exhibit
9
an improving trend from the low base in 2009.
Chiang Rai is part of Economic Quadrangle Cooperation. The general
trading conditions in Chiang Rai, it continues to grow have seen from statistics
of the limited partnership and company limited that were registered especially
construction business, trading, import - export of agricultural raw materials. And
increase of hotel business raising the growth of Chiang Rai economy and
10
consumer spending. Private investment; the construction in October 2009
continues to accelerate from the same month at previous year to 160.8% of
residential construction based on the permitted area in the municipality. The
investment in manufacturing was also increase, as a result of domestic economic
recovery, investors are attracted to invest more. The important indicators are
number of registered new plant from 3 plants in the same month last year
increased to 9 plants. The number of new business registered remained relatively
11
flat from the same month last year with a number of 26 cases.
In the sense of fashion trend especially clothes, bags, shoes and other
accessories are catching on this time because the most of women still be satisfied
to follow the new trends that flow continually.
http://www.thaipr.net/nc/readnews.aspx?newsid=2206EFD51ED25CE09046C3242B2567A1&sec=all&q
uery=U3Ryb25nIFRoYWlsYW5kIDIwMTJUaGFpIEtoZW0gS2hhZW5n
10
11
P a g e | 30
 Social and Environment Analysis
Chiang Rai province is developing. Chaing Rai has a lot of teenage

especially, in front of Mae Fah Lung University and Chiang Rai Rajabhat
University. Mostly teenage like follow fashion trends and the number of Shoe
stores had a little in Chiang Rai as follow fashion trend and quality. When you
want to buy shoes you have to buy Urban or Big C. It is so far from Mae Fah
Lung University and Chiang Rai Rajabhat University.
Shoe fashion trends for autumn – winter 2010 differ from previous trends
with strictness of forms and colors. The new season seems to be much more
‗practical‘ than last Autumn/Winter 2008/2009 shoe trend.
There are no more strange forms, motley palette and huge elements. Now
couturiers choose quality, simplicity and style. Of course some fashion designers
presented their extravagant lines of footwear as well, but in the time of economic
decline it looks defiant. Try to choose easy-to-wear styles. Currently timeless
footwear is top trendy. The color palette for the coming cold season looks dark,
nearly mystic. Near-black and black and colors that go between midnight blue,
asphalt, dark green, petrol, dark violet and deep reds display themselves from an
inconceivable side. Neutral skin and leather tones set confrontations to this
extraordinary darkness with a difference of shades from beige to grey to taupe.
Red and berry shades bring life into the good mood. Medium brown tones,
particularly the trend color cognac, will bring new thrust into the footwear
12
fashion.
 Technology Analysis
Modern Web technology enables us to showcase and sell products at

once, and equally well. Today, most fashion brands no longer divide their online
presence between their product line and e-commerce, preferring to combine the
12
http://www.theinsider.com/news/2193013_Shoe_fashion_trends_for_Fall_2009_Winter_2010
P a g e | 31
two under one domain or using their online store as their official website.
Another trend is the increasing use of interactive features and social-network
integration. Designers are taking advantage of the latest tools and techniques to
allow visitors to ―touch‖ their products and deliver exciting experiences. Live-
action previews of apparel, webcam functionality, connecting and sharing via
Facebook, even 3D viewing mode: with all of these entertaining baits, becoming
13
an online shopaholic is easier than ever.
Commercial advertising media can serve to communicate an idea to a

large number of people in an attempt to convince them to take a certain action.
Commercial advertisers often seek to generate increased consumption of their
products or services through branding, which involves the repetition of an image
or product name in an effort to associate related qualities with the brand in the
minds of consumers. In 2010, spending on advertising was estimated at more
14
than $300 billion in the United States and $500 billion worldwide.
E-commerce is one of advertising media to disseminate the fashion trend

via internet. Nowadays technology has been using to share the new idea of
fashion also showing the latest collection. Most of people use internet to keep up
with the fashion by see the new trend from oversea fashion website. Moreover
the customers are able to purchase the product on the internet by using i-
banking. There is on-line transaction such as pre-order which is the benefits for
the business. The technology helps to utilize the resource by saving the total
cost. For instance, instead of calling for the order, the online chat or E-mail is
the better choice. In summary, technology are more important and the
opportunity to reform the way of doing business.
13
http://www.smashingmagazine.com/2010/09/27/fashion-websites-trends-interviews-showcase/
14
http://en.wikipedia.org/wiki/Advertising
P a g e | 32
3.1.2 Competition analysis (3C Analysis)
Competitor Analysis
1. Jenny – Located at Phaholyothin road, opposite to BigC Supercenter,

Chiang Rai.
Strength
The shop was located on the main road, so makes it easy to see and find
the shop. The shop has many products, and a lot of new products. The shoe is
placed just one side which helps to protect from being stolen and can place a lot
of shoe. The price is cheaper than other shops that located within BigC
Supercenter, so it can attract customers from BigC. For the atmosphere, there is
an air-conditioner that helps customer to feel comfort.
P a g e | 33
Weakness
As a whole, the shop is considered at a good level. But there are still
disadvantages that the shop is too narrow compared to the number of shoes
available in the shop. It does not look to be comfortable. Another disadvantage
is the shop is far from the university made the students difficultly to access.
2. Varee Shoes – Located at near the old transport station, Chiang Rai.
P a g e | 34
Strength
The shop is close to transport station which allows customers to visit

easier. It offers a wide selection of shoes and cheap price. The shop is open for
ventilation that makes feeling comfortable.
Weakness
There is quite low-quality of shoes because the shoes are not protected
from the dust from outside the shop, so it made the shoes look old.
3. Freshie – Located at Phaholyothin road, near Chiang Rai Rajabhat

University.
P a g e | 35
Strength
The shop is near the university and adjacent to the main road.
The price is cheap.
Weakness
The shop provides low-quality shoes which considered from price. The
shoes are not various, and not up-to-date. Some shoes are very old because they
are on sale for a long time. The shop is small and inconspicuous.
4. No name shop – Located at Phaholyothin road, in front of Mae Fah

Luang University, Chiang Rai.
Strength
It is a single shop in front of the Mae Fah Luang University. So it has no

direct competitor. The shop provides documents suggest about choosing shoes
that conform to the zodiac. The shop is wide and colorful.
Weakness
The shop provide expensive price with low quality shoes.

There is less available of product. Moreover, the shop does not create the shop‘s
name, so make it is not interest because people do not recognize them
P a g e | 36
Customer Analysis
Table 3.1 illustrate of all students in semester 2 / 2010 by the schools, education, and
gender of Mae Fah Luang University student.
Bachelor's degree
Schools Male Female Total
School of Science 65 164 229
School of Liberal Arts 461 1,225 1,686
School of Management 643 1,411 2,054
School of Information
471 293 764
Technology
School of Agro Industry 22 118 140
School of Law 613 845 1,458
School of Cosmetic
45 362 407
Science
School of Health Science 141 646 787
School of Nursing 20 301 321
Total 2,481 5,365 7,846
http://reg.mfu.ac.th/registrar/statistics/RepStudent1.asp?acadyear=2553&maxsemester
=2&semester=2
P a g e | 37
Table 3.2 illustrate of all students in year 2006 by the education levels and gender of Chiang Rai Rajabhat University student.
Lower Bachelor's degree Bachelor's degree Graduate Diploma Master's degree Ph.D. Total
Male Female Total Male Female Total Male Female Total Male Female Total Male Female Total Male Female Total
288 539 827 6046 7387 13433 16 35 51 640 621 1261 32 14 46 7022 8596 15618
http://www.mua.go.th/infodata/49/all2549.htm
Gender
41% Male
Female
59%
Figure 3.1 Gender of students

P a g e | 38
From our observation, the most population who live in Tambon Tasood,
and Tambon Bandoo, Amphur Muang, Chiang Rai is students. According to the
table above, in the second semester Mae Fah Luang University has 7,846
students which divided to 2,481 of male and 5,365 of female. There are female
undergraduate students of 5,365 people in Mae Fah Luang University which are
considered to be the largest group of student. For Chiang Rai Rajabhat
University, the male students were approximately 7,022 people and female
students were approximately 8,596 people. We can see that the amounts of
female students are more than male students in both universities. Therefore the
total of female students is approximately 13,961people account for 59% and the
total of male students is approximately 9,503 people account for 41%.
Teenagers are the most important target for doing fashion business
because they will concentrate on fashion, keep up with the new trends and
follow their friends or the group of superstar and celebrities which are the
inspiration for them.
Competitive Analysis
Nowadays, customers are different about their likes, needs, and wants
such as ladies want shoes that are different from man, fat people want shoes that
are different from thin people. When fashion move to shoes market, the likes,
needs, and wants are more expand as a result of their different income, education
and value. Thus, the competition of fashion shoes is not too many when
compared to the number of students. The major competitors are Jenny, Varee
shoes, Freshie and no name shop in front of Mae Fah Luang University. They
have same target customer which are student and they want to be a leader on
fashion shoes. The strengths in competition are the shops that provide many
products and good quality of products for customers. However, there are many
weaknesses in competition such as low quality product, more expensive product,
and located on remote area.
P a g e | 39
3.2 STP Analysis
3.2.1 Segmentation
Our business will be located at in front of Mae Fah Luang University and
Chiang Rai Rajabhat University where the most population segments are
students and officers. Therefore in market segmentation, we will divide the
group of customers based on Demographic segmentation which in this case will
be measured from their occupation.
Occupation
5%
Student
Officer
35%
Other
60%
Figure 3.2 Occupation
Our business focuses on population who live in front of Mae Fah Luang
University and Chiang Rai Rajabhat University, so the occupation that almost
found in this area are student and officer. In addition, because of these segments
are affordable that can purchase our product.
 Student: they earn income from their parents. The most of them earn
5,000 – 10,000 baht. They will purchase shoes from us because they
follow the fashion.
 Officer: these are full-time working women. They typically earn more
than 6,000 baht. They will purchase shoes for the workplace, as well as
for leisure time.
P a g e | 40
3.2.2 Target Market
As mentioned that The Ladies‘ Shoes shop will be located at in front of

Mae Fah Luang University and Chiang Rai Rajabhat University, therefore we
are targeting on female who age between 18-30 years old. For the occupation,
we are targeting two population segments which are students and officers who
earn income between 5,000-10,000 baht up. We are confident that our selected
target is affordable, can purchase our products which resulted to our company
can increase sale volumes, building market share, and make high profits for our
business as well.
3.2.3 Positioning
High
High quality High quality

Low price High price
Low High
Low quality Low quality

Low price High price
Low
Figure 3.3 The positioning of The Ladies‘ Shoes

P a g e | 41
The positioning of The Ladies‘ Shoes is to deliver the satisfaction to

customers by offering large selections of good quality shoes with lower price,
and adding more value by serving customer with excellent service.
3.3 Marketing Mix Strategy
3.3.1 Product
Shoes are the device used to wear for walking. Its benefit is to prevent
our foot from contacting with various sharp objects. However, in view of other
people who love fashion, shoes are important accessories indispensable to show
the identity of their wearer.
The Ladies‘ Shoes offer large selections of fashioned footwear which

made from good quality materials such as leather and rubber, produced and
distributed from creditable company. Our products are classified into five
categories which based on quality and price. These five categories consist of
basic shoes, cut shoes, platform shoes, high heel shoes, and imported high heel
shoes.
 Basic shoes
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 Cut shoes
 Platform shoes
 High heel shoes
 Imported high heel shoes

P a g e | 43
The Ladies‘ Shoes will update the new trend as soon as possible. We will
seek for good quality product to offer our customers. So, the customers can
confident that the product they received are beautiful and durable.
Company’s Logo
Figure 3.3 Logo of The Ladies‘ Shoes
Slogan
The Ladies‘ Shoes‘ slogan is “Move forward with confidence.” It

means in our shop, you can try, buy our shoes that fit your best. When you gain
the best fit, you can wear your most beautiful pair of shoes moving forward with
the full of confidence.
3.3.2 Price
Regarding price strategy, The Ladies‘ Shoes focus on the affordability of

target customers who are almost student. Therefore we use Leading price
strategy – set the price as pleased regardless the competitors how much will
them set, no comparison. Thus, our price will be cheaper than competitors. We
P a g e | 44
classify the price of shoes into 5 categories similar to the 5 product categories.
The price of a pair of shoe in the same category are equal.
 Basic shoes: 199 Baht per pair

 Cut shoes: 259 Baht per pair
 Platform shoes: 329 Baht per pair
 High heel shoes: 459 Baht per pair
 Imported high heel shoes: 559 Baht per pair
3.3.3 Place
First Branch
The Ladies‘ Shoes is the retail store of fashion shoes that will be located
at 129/1 Moo1, Phaholyothin road, Tambon Tasud, Amphur Muang Chaing Rai
57100, or in front of Mae Fah Luang University that the customers can come to
see and try the real products, and then they will get the product that suit to
themselves.
Figure 3.4 Mae Fah Luang University

P a g e | 45
Second Branch
The second branch of the Ladies‘ Shoes is the retail store of fashion
shoes and the main place of stocking inventory that will be located at, Tambon
Bandoo, Amphur Muang Chaing Rai 57100, or in front of Chiang Rai Rajabhat
University.
Figure 3.5 Chiang Rai Rajabhat University
3.3.4 Promotion
 Advertisement
Advertising is a form of communication intended to persuade an

audience (viewers, readers or listeners) to purchase or take some action upon
products, ideas, or services. It includes the name of a product or service and how
that product or service could benefit the consumer, to persuade a target market to
purchase or to consume that particular brand. Advertising can also serve to
P a g e | 46
communicate an idea to a large number of people in an attempt to convince them

15
to take a certain action.
Advertising help us to share and distribute information, allow customers

to know what we sell, where our shop is located, what are some interesting and
so on. The Ladies‘ Shoes use Vinyl poster to inform customers about our
information such as shop‘s name, shop‘s location, and what‘s new.
Figure 3.6 Poster of The Ladies‘ Shoes
15
P a g e | 47
 Sale promotion
Sales promotion includes several communications activities that attempt

to provide added value or incentives to consumers, wholesalers, retailers, or
other organizational customers to stimulate immediate sales. These efforts can
16
attempt to stimulate product interest, trial, or purchase. The sale promotion
that The Ladies‘ Shoes offer to customers is Discount. 10 – 50% discounts
depend on different festivals such as Shop‘s Birthday, Christmas day, New
Year, Valentine‘s Day, and school opening period.
3.4 Sale Forecast/Profit Estimation
For The ladies‘ shoes, the sale forecast is based on seasonal factors such
as shop‘s Birth day, Christmas day, New year, Valentine‘ day and Open new
semester period for students. These periods generate high sale volume because
of high demand for consumption.
3.4.1 First Branch
We estimate the sale from target group. There are 5,365 female students
and 679 staff s in Mae Fah Luang University, we estimate the sale equivalent to
5% - 10% each month.
16
http://www.davedolak.com/promo.htm
P a g e | 48
Table 3.3 Sale Forecast of year 1
Sale Volume
Product Price Number Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total
Basic Shoes 199 150 110 115 120 130 160 150 785
Cut shoes 259 150 115 110 100 120 150 160 755
Platform shoes 329 80 60 65 70 80 90 90 455
High hill shoes 459 70 55 50 60 75 80 100 420
Imported high hill 559 20 15 10 10 15 20 30 100
Total 470 355 350 360 420 500 530 2515
Total sale
Product Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total
Basic Shoes 21,890 22,885 23,880 25,870 31,840 29,850 156,215
Cut shoes 29,785 28,490 25,900 31,080 38,850 41,440 195,545
Platform shoes 19,740 21,385 23,030 26,320 29,610 29,610 149,695
High hill shoes 25,245 22,950 27,540 34,425 36,720 45,900 192,780
Imported high hill 8,385 5,590 5,590 8,385 11,180 16,770 55,900
Total 105,045 101,300 105,940 126,080 148,200 163,570 750,135
Note: For year 1, the sale starts at July because we first open the shop on 9 July 2011.
P a g e | 49
Year 1
50000
45000
40000
35000
30000 Basic Shoes

Cut shoes
25000
Platform shoes
20000
High heel shoes
15000 Imported high heel
10000
5000
0
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Figure 3.7 Sales Forecast of Year 1

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Sale Volume
Basic Shoes 199 165 170 160 110 120 100 110 121 127 132 143 176 165 1634
Cut shoes 259 165 170 170 110 110 120 100 127 121 110 132 165 176 1611
Platform shoes 329 90 120 100 70 75 70 80 66 71 77 88 99 99 1015
High hill shoes 459 80 80 70 65 60 60 70 60 55 66 82 88 110 866
Imported high hill 559 25 20 25 15 10 20 20 17 11 11 17 22 33 221
Total 525 560 525 370 375 370 380 391 385 396 462 550 583 5347
Total sale
Basic Shoes 33,830 31,840 21,890 23,880 19,900 21,890 24,079 25,273 26,268 28,457 35,024 32,835 325,166
Cut shoes 44,030 44,030 28,490 28,490 31,080 25,900 32,893 31,339 28,490 34,188 42,735 45,584 417,249
Platform shoes 39,480 32,900 23,030 24,675 23,030 26,320 21,714 23,359 25,333 28,952 32,571 32,571 333,935
High hill shoes 36,720 32,130 29,835 27,540 27,540 32,130 27,540 25,245 30,294 37,638 40,392 50,490 397,494
Imported high hill 11,180 13,975 8,385 5,590 11,180 11,180 9,503 6,149 6,149 9,503 12,298 18,447 123,539
Total 165,240 154,875 111,630 110,175 112,730 117,420 115,729 111,365 116,534 138,738 163,020 179,927 1,597,383
P a g e | 51
Year 2
60,000
50,000
Basic Shoes
40,000
Cut shoes
Platform shoes
30,000
High heel shoes
20,000 Imported high heel
10,000
0
Jan Feb Mar May Jun Jul Aug Sep Oct Nov Dec

P a g e | 52
Sale Volume
Basic Shoes 199 180 187 176 121 132 110 121 133 140 145 157 194 181 1797
Cut shoes 259 180 187 187 121 121 132 110 140 133 121 145 182 194 1773
Platform shoes 329 100 132 110 77 82 77 88 73 78 85 97 109 109 1117
High hill shoes 459 90 88 77 71 66 66 77 66 60 72 90 96 121 950
Total 580 616 578 407 412 407 418 431 423 435 508 605 641 5881
Total sale
Basic Shoes 37,213 35,024 24,079 26,268 21,890 24,079 26,467 27,860 28,855 31,243 38,606 36,019 357,603
Cut shoes 48,433 48,433 31,339 31,339 34,188 28,490 36,260 34,447 31,339 37,555 47,138 50,246 459,207
Platform shoes 43,428 36,190 25,333 26,978 25,333 28,952 24,017 25,662 27,965 31,913 35,861 35,861 367,493
High hill shoes 40,392 35,343 32,589 30,294 30,294 35,343 30,294 27,540 33,048 41,310 44,064 55,539 436,050
Total 181,764 170,642 122,843 121,028 124,003 129,162 127,659 122,217 127,915 152,642 179,085 197,789 1,756,749
P a g e | 53
Year 3
60,000
50,000
40,000
Basic Shoes
Cut shoes
30,000
Platform shoes
High heel shoes
10,000
0

P a g e | 54
Sale Volume
Basic Shoes 199 195 206 194 133 145 121 133 166 154 160 169 213 199 2188
Cut shoes 259 195 206 205 133 133 145 121 159 146 133 160 200 213 2149
Platform shoes 329 115 145 121 85 90 85 97 80 86 94 107 120 120 1345
High hill shoes 459 100 96 85 84 73 73 85 73 66 79 99 106 133 1152
Total 640 677 636 454 453 448 460 499 465 479 556 665 705 7137
Total sale
Basic Shoes 40,994 38,606 26,467 28,855 24,079 26,467 33,034 30,646 31,840 33,631 42,387 39,601 396,607
Cut shoes 53,354 53,095 34,447 34,447 37,555 31,339 41,181 37,814 34,447 41,440 51,800 55,167 506,086
Platform shoes 47,705 39,809 27,965 29,610 27,965 31,913 26,320 28,294 30,926 35,203 39,480 39,480 404,670
High hill shoes 44,064 39,015 38,556 33,507 33,507 39,015 33,507 30,294 36,261 45,441 48,654 61,047 482,868
Total 199,533 187,854 138,056 133,127 136,522 142,150 145,781 134,315 140,741 167,454 196,855 217,655 1,940,043
P a g e | 55
Year 4
70,000
60,000
50,000
40,000 Basic Shoes

Cut shoes
Platform shoes
30,000
High heel shoes
Imported high heel
20,000
10,000
0

P a g e | 56
Sale Volume
Basic Shoes 199 210 226 214 146 159 133 146 183 168 176 186 234 219 2,190
Cut shoes 259 210 226 225 146 146 159 133 175 161 146 176 220 234 2,147
Platform shoes 329 130 160 133 93 99 93 107 88 95 103 118 132 132 1,353
High hill shoes 459 115 106 93 92 80 80 93 80 73 87 109 117 146 1,156
Total 705 744 699 498 497 491 505 549 511 526 612 732 775 7,139
Total sale
Basic Shoes 44,974 42,586 29,054 31,641 26,467 29,054 36,417 33,432 35,024 37,014 46,566 43,581 435,810
Cut shoes 58,534 58,275 37,814 37,814 41,181 34,447 45,325 41,699 37,814 45,584 56,980 60,606 556,073
Platform shoes 52,640 43,757 30,597 32,571 30,597 35,203 28,952 31,255 33,887 38,822 43,428 43,428 445,137
High hill shoes 48,654 42,687 42,228 36,720 36,720 42,687 36,720 33,507 39,933 50,031 53,703 67,014 530,604
Total 219,336 206,311 151,432 146,013 149,499 155,925 160,271 147,719 154,484 184,308 216,888 239,225 2,131,411
P a g e | 57
Year 5
80,000
70,000
60,000
50,000
Basic Shoes
Cut shoes
40,000
Platform shoes
High heel shoes
30,000
Imported high heel
20,000
10,000
0
Figure 3.11 Sales of Year 5

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3.4.2 Second Branch
We estimate the sale from target group. There are 8,596 female students and 492 staffs in Chiang Rai Rajabhat University,
we estimate the sale equivalent to 5% - 10% each month.
Sale Volume
Basic Shoes 199 200 180 160 170 185 200 220 1115
Cut shoes 259 200 180 178 180 175 167 190 1070
Platform shoes 329 120 95 82 95 100 120 120 612
High hill shoes 459 120 100 87 85 80 110 120 582
Imported high hill 559 30 28 25 25 28 24 30 160
Total 670 583 532 555 568 621 680 3539
Total sale
Basic Shoes 35,820 31,840 33,830 36,815 39,800 43,780 221,885
Cut shoes 46,620 46,102 46,620 45,325 43,253 49,210 277,130
Platform shoes 31,255 26,978 31,255 32,900 39,480 39,480 201,348
High hill shoes 45,900 39,933 39,015 36,720 50,490 55,080 267,138
Imported high hill 15,652 13,975 13,975 15,652 13,416 16,770 89,440
Total 175,247 158,828 164,695 167,412 186,439 204,320 1,056,941
P a g e | 59
Year 1
60000
50000
40000
Basic Shoes
Cut shoes
30000
Platform shoes
High heel shoes
20000 Imported high heel
10000
0

P a g e | 60
Sale Volume
Basic Shoes 199 220 200 190 150 165 160 185 198 176 187 203 220 242 2276
Cut shoes 259 220 187 195 150 160 170 180 198 196 198 192 184 209 2219
Platform shoes 329 130 120 100 90 95 100 100 104 90 104 110 132 132 1277
High hill shoes 459 130 115 96 90 90 95 95 110 96 93 88 121 132 1221
Total 735 654 609 505 537 550 590 641 583 609 624 683 748 7208
Total sale
Basic Shoes 39,800 37,810 29,850 32,835 31,840 36,815 39,402 35,024 37,213 40,397 43,780 48,158 452,924
Cut shoes 48,433 50,505 38,850 41,440 44,030 46,620 51,282 50,764 51,282 49,728 47,656 54,131 574,721
Platform shoes 39,480 32,900 29,610 31,255 32,900 32,900 34,216 29,610 34,216 36,190 43,428 43,428 420,133
High hill shoes 52,785 44,064 41,310 41,310 43,605 43,605 50,490 44,064 42,687 40,392 55,539 60,588 560,439
Total 198,386 180,931 153,595 161,933 166,350 176,710 192,719 173,437 180,491 184,036 204,937 224,752 2,198,277
P a g e | 61
Year 2
70,000
60,000
50,000
Basic Shoes
40,000
Cut shoes
Platform shoes
30,000
High heel shoes
Imported high heel
20,000
10,000
0

P a g e | 62
Sale Volume
Basic Shoes 199 240 220 209 165 181 181 203 217 193 205 223 242 266 2505
Cut shoes 259 240 205 215 165 181 187 203 217 215 218 211 202 229 2448
Platform shoes 329 140 132 110 99 104 110 110 114 99 110 121 145 145 1399
High hill shoes 459 140 126 106 99 104 104 104 121 105 102 97 133 145 1346
Total 800 718 670 555 600 609 653 702 639 664 685 751 821 8067
Total sale
Basic Shoes 43,780 41,591 32,835 36,019 36,019 40,397 43,183 38,407 40,795 44,377 48,158 52,934 498,495
Cut shoes 53,095 55,685 42,735 46,879 48,433 52,577 56,203 55,685 56,462 54,649 52,318 59,311 634,032
Platform shoes 43,428 36,190 32,571 34,216 36,190 36,190 37,506 32,571 36,190 39,809 47,705 47,705 460,271
High hill shoes 57,834 48,654 45,441 47,736 47,736 47,736 55,539 48,195 46,818 44,523 61,047 66,555 617,814
Total 217,702 198,890 168,675 181,620 183,471 195,347 210,878 189,951 196,476 201,805 225,439 246,629 2,416,883
P a g e | 63
Year 3
70,000
60,000
50,000
Basic Shoes
40,000
Cut shoes
Platform shoes
30,000
High heel shose
10,000
0

P a g e | 64
Sale Volume
Basic Shoes 199 260 242 229 180 199 199 223 238 212 225 245 266 292 3010
Cut shoes 259 260 225 236 180 199 205 223 239 236 239 232 222 252 2948
Platform shoes 329 150 145 120 108 114 121 121 125 108 121 133 160 160 1686
High hill shoes 459 150 145 116 108 114 114 114 133 115 112 106 146 160 1633
Total 865 795 734 606 659 669 717 771 701 728 752 826 904 9727
Total sale
Basic Shoes 48,158 45,571 35,820 39,601 39,601 44,377 47,362 42,188 44,775 48,755 52,934 58,108 547,250
Cut shoes 58,275 61,124 46,620 51,541 53,095 57,757 61,901 61,124 61,901 60,088 57,498 65,268 696,192
Platform shoes 47,705 39,480 35,532 37,506 39,809 39,809 41,125 35,532 39,809 43,757 52,640 52,640 505,344
High hill shoes 66,555 53,244 49,572 52,326 52,326 52,326 61,047 52,785 51,408 48,654 67,014 73,440 680,697
Total 241,935 217,866 184,314 199,421 201,601 214,393 231,559 208,399 215,222 221,378 247,974 271,816 2,655,878
P a g e | 65
Year 4
80,000
70,000
60,000
50,000
Basic shoes
Cut shoes
40,000
Platform shoes
30,000 High heel shoes

Imported high heel
20,000
10,000
0

P a g e | 66
Sale Volume
Basic Shoes 199 280 266 251 198 218 218 245 261 233 247 270 292 321 3,020
Cut shoes 259 280 247 259 198 218 225 245 262 259 262 255 244 277 2,951
Platform shoes 329 160 160 132 118 125 133 133 137 118 131 146 176 176 1,685
High hill shoes 459 160 160 127 118 125 125 125 146 126 123 116 160 176 1,627
Total 930 875 805 665 722 734 788 846 769 797 826 907 994 9,728
Total sale
Basic Shoes 52,934 49,949 39,402 43,382 43,382 48,755 51,939 46,367 49,153 53,730 58,108 63,879 600,980
Cut shoes 63,973 67,081 51,282 56,462 58,275 63,455 67,858 67,081 67,858 66,045 63,196 71,743 764,309
Platform shoes 52,640 43,428 38,822 41,125 43,757 43,757 45,073 38,822 43,099 48,034 57,904 57,904 554,365
High hill shoes 73,440 58,293 54,162 57,375 57,375 57,375 67,014 57,834 56,457 53,244 73,440 80,784 746,793
Total 266,465 238,875 202,115 218,468 221,236 235,702 254,244 228,551 235,573 242,854 272,213 298,906 2,915,202
P a g e | 67
Year 5
90,000
80,000
70,000
60,000
Basic shoes
50,000
Cut shoes
40,000 Platform shoes

High heel shoes
20,000
10,000
0

P a g e | 68
3.5 Marketing Expense
The marketing expenses of The Ladies‘ Shoes consist of Vinyl posters which are posted at the roadsides and Billboards which are
posted at in front of our shop.
Table 3.8 Marketing Expense of year 1
Year 1 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total
Posters 0 0 0 0 0 0 1,050 0 0 0 0 0 1,050
Billboards 0 0 0 0 0 0 38,000 0 0 0 0 0 38,000
Total 0 0 0 0 0 0 39,050 0 0 0 0 0 39,050
Poster 1,050 0 0 0 0 0 1,050 0 0 0 0 0 2,100
Billboards 0 0 0 0 0 0 0 0 0 0 0 0 0
Total 1,050 0 0 0 0 0 1,050 0 0 0 0 0 2,100

P a g e | 69

Year3 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total
Poster 1,050 0 0 0 0 0 1,050 0 0 0 0 0 2,100
Billboards 0 0 0 0 0 0 0 0 0 0 0 0 0
Total 1,050 0 0 0 0 0 1,050 0 0 0 0 0 2,100

Poster 1,050 0 0 0 0 0 1,050 0 0 0 0 0 2,100
Billboards 0 0 0 0 0 0 0 0 0 0 0 0 0
Total 1,050 0 0 0 0 0 1,050 0 0 0 0 0 2,100

P a g e | 70
Poster 1,050 0 0 0 0 0 1,050 0 0 0 0 0 2,100
Billboards 0 0 0 0 0 0 0 0 0 0 0 0 0
Total 1,050 0 0 0 0 0 1,050 0 0 0 0 0 2,100

P a g e | 71
3.6 Conclusion
From the sale forecast of The Ladies‘ Shoes in each year, it can clearly represent
that season is the factor to influence total sales for our business. It can be seen from the
high sale volume in period of the shop‘s Birthday, Christmas day, New year, Valentine‘
day and opening new semester period for students because this period has high demand
for shoes which come from dressing to welcome the new season, people will find the
new fashion shoes to dress up to go party and so on. Open new semester period for
students which the most of them are the students who are undergraduate study. They
can wear fashion shoes to study in the university and usually find new trend of fashion
shoes to wear for the new semester. From these reasons, the total sales of The Ladies‘
Shoes increase rapidly and also increase the growth rate in every year. However, there
are still low periods of sale such as March, April, and May because these periods have
no festival, people have less demand to buy the shoes. So we have some of sales that
come from the general customers who want to change their shoes, or want the new
shoes. The sale forecast of two branches (in front of Mae Fah Luang University and
Chiang Rai Rajabhat University) is estimated based on same criteria that depending on
season. The difference between two branches is the amount of female student and staff.
P a g e | 72
Chapter 4 Technical Feasibility Analysis

P a g e | 73
Chapter 4
Technical Feasibility Study
4.1 Production / Operation Analysis
4.1.1 Product Characteristic
Women's shoes range from conservative to sexy, and the right pair of
high heel shoes is one of the most versatile items you can have in your closet.
There are large selections of women fashion shoes waiting for you to see
and try your best. The products of The Ladies‘ Shoes are categorized to five
main groups which considered from the format, quality, source, and cost of
shoes. Therefore the products in each category are quite different. This
followings will exhibit the formats and prices of each category of our business.
 Basic Shoes
At The Ladies‘ Shoes, basic shoes are the common form of shoes such as
low-heeled shoes and 1-2 inches high-heeled sandals which are comfortable to
wear. The price of Basic shoes is 199 baht per pair. The available sizes are 36-
40.
P a g e | 74
Basic Shoes
 Cut Shoes
Cut Shoes of The Ladies‘ Shoes are 2-3 inches high-heeled shoes which
have various lovely colors and patterns that suit for teenage. The price of Cut
shoes is 259 baht per pair. The available sizes are 36-40.
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Cut Shoes
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 Platform Shoes
Platform Shoes of The Ladies‘ Shoes are 3½ - 5 inches iron heel shoes
which have various forms for both sweet and sour characters, suit for teenage
and adult. The price of Platform shoes is 329 baht per pair. The available sizes
are 36-40.
Platform Shoes
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 High-heeled Shoes
High-heeled Shoes of The Ladies‘ Shoes are 3½ - 5 inches high-heeled

shoes with beautiful pattern, hot and spicy style which suit for women who have
high self-confidence. It is also suitable to wear for party. The price of High-
heeled shoes is 459 baht per pair. The available sizes are 36-40.
High-heeled Shoes
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 Imported Shoes
Imported Shoes of The Ladies‘ Shoes are both 3½ - 5 inches high-heeled

shoes and low-heeled shoes which made from good quality leather. We import
variety of shoes formats to satisfy customers in different lifestyle. The price of
Imported shoes is 559 baht per pair. The available sizes are 36-40.
Imported Shoes
P a g e | 79
4.1.2 Production / Service Process
Our business is a kind of retail business about women‘s fashion shoes.

So, we need to buy the shoes from manufacturers, wholesalers or other shoes
stores to retail sell again to the customers. According to offering the variety of
women‘s fashion shoes, our products will be bought from Bangkok where
fashion city is located and from the overseas like Korea and Hong Kong. Our
business has suppliers who are the finder and provider of products to our stores
which they have two methods to find the products, first they go to find and buy
the products by themselves at Bangkok along the shopping areas by using
company‘s truck. Second, they find the product via the internet and select to buy
the product from websites that are credible and trusty to ensure that the
purchased products have good quality and reasonable price.
Store
Supplier
Bangkok Websites
Figure 4.1 Production process

P a g e | 80
4.1.3 Location and Layout
 Location (First Branch)
Figure 4.2 Location of The Ladies‘ Shoes shop (First Branch)
The Ladies‘ Shoes shop locates at the area in front of Mae Fah Luang University, 129/1 Moo1, Phaholyothin road, Tambon
Tasood, Muang district, Chiang Rai province 57100. The store is built in the townhouse building next to Phu Luang river side
restaurant.
P a g e | 81
 Layout (First Branch)
Figure 4.3 Building of The Ladies‘ Shoes shop (First Branch)
The site of store is a 4 x 6 meters deep or 24 square meters building which are
divided into three levels. The first floor is utilized to be the shoes‘ store, the
second floor is utilized to be storage, and the third floor is utilized as part of the
office and meeting rooms.
P a g e | 82
1. First floor
The inside of first floor is utilize for the store which consists of cashier,
showcases, shoes‘ shelves, chairs for customer, dining table for employee, and
toilet.
Figure 4.4 The first floor of The Ladies‘ Shoes shop (First Branch)
2. Second floor
Because of the area of this floor is less than another (around 4 x 2 meters
deep). So, the second floor is utilized to be the storage which uses to keep the
stock and other office supply.
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Figure 4.5 The second floor of The Ladies‘ Shoes shop (First Branch)
3. Third floor
The third floor is both the office and meeting room. There are manager‘s
desk, computer for finding information, file cabinet for collect documents, and a
set of sofa used for meeting.
Figure 4.6 The third floor of The Ladies‘ Shoes shop (First Branch)
P a g e | 84
 Location (Second Branch)
Figure 4.7 Location of The Ladies‘ Shoes shop (Second Branch)
The Ladies‘ Shoes shop locates at the area in front of Chiang Rai Rajabhat University, Phaholyothin road, Tambon Bando,
Muang district, Chiang Rai province 57100.
P a g e | 85
 Layout (Second Branch)
Figure 4.8 Building of The Ladies‘ Shoes shop (Second Branch)
The site of store is an 8 x 6 meters deep or 48 square meters building which

are divided into two levels. The first floor is utilized to be the shoes‘ store, and
the second floor is utilized to be storage, keep all the merchandise of two
branches.
1. First floor
The inside of first floor is utilize for the store which consists of cashier,
showcases, shoes‘ shelves, chairs for customer, dining table for employee, and
toilet. This location is broader than the first branch, so we have more showcases
and shoe‘ shelves to contain a lot of shoes.
P a g e | 86
Figure 4.9 The first floor of The Ladies‘ Shoes shop (Second Branch)
2. Second floor
The second floor of this location is utilized to be the storage which uses
to keep the main stock and other office supply. There is no office in this
location, we use to it keep stock only.
Figure 4.10 The second floor of The Ladies‘ Shoes shop (Second Branch)
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 Shop Exterior and Interior Design
Figure 4.11 The Ladies‘ Shoes shop Exterior Design
Figure 4.12 The Ladies‘ Shoes shop Interior Design

P a g e | 88
4.1.4 Tool / Equipment
Price/
Item Picture Detail Unit Total
Unit
1. Dining Table set with chairs 2 3,200 6,400
Table 60cm.x120cm.
2. PANASONIC 2 400 800

Telephone
3. Shoes Size 120x60x150 Cm. 6 950 5,700

shelf 6 shelves.
Size 32x38 Cm. 6 300 1,800

4. Small
mirror
5. Fashion Size1750x710/1050x850 2 5,600 11,200

sofa
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6. Desk Size1500x800x750 3 4,900 14,700
Size470/570x580x810- 4 1,700 6,800

7. Work 930 MM.
chair
8. Stool Size450x450x420 MM. 8 760 6,080

chair
9. Fashion Size850x850x760 4 2,600 10,400

sofa small
size
10. Air MitsubishiMS56E18UV- 1 17,990 17,990

condition T1
Capacity : 5.2kW
Net weight [Indoor unit]
: 15kg
P a g e | 90
11. Imarflex 6 739 4,434

Electrical Screen size16 inch blade
Fan
6 3,800 22,800
12. Glass 30x1.5 (8 shelves )
Shelves
13. 2 13,890 27,780

Compaq Presario
Computer
set CQ3072L (KY781AA
#AKL).
Intel Pentium Dual Core
Processor E5400
(2.7GHz). RAM1GB
DDR2 up to4GB.
Hard Drive 320GB
SATA at 7200rpm.
14. Large Size60cm.x120cm. 3 1,200 3,600

mirror
P a g e | 91
Office supplies
Price/
Item Picture Detail Unit Total
Unit
1. Pen Lanser 2 box 150 300
0.5mm.
Color: blue, red,

and black
2.Pencil Baby 2box 150 150

0.5mm.
3. Eraser Pelikon 1box 180 180
4. ruler Plastic 5 item 7 35

Ruler 30"
5. Liquid Papermate 3 item 50 150

paper
P a g e | 92
6. Scotch Scotch Tape 1pack 99 99

Tape
7. Stapler - High quality 2 item 75 150

steel
construction
- Staples up to 18
sheets 50
8. Scissor - Quality stainless 2 item 55 110

steel cutter with
color
plastic handle
- ―8‖inch
9. Cutter - Size: 10 mm. 2 item 30 60

- Stainless steel
10. - 2-5 mm. 3 item 15 45

Highlighter - Large ink
supply for
Longer writing
over
450m.
Color: green,
yellow, pink,
orange
P a g e | 93
11. Staple - Max 10-1M, for 1 dozen 130 130

small stapler
- Staples up to 25
sheets
12. Bin 2 item 45 90
13.Calculator -LCD screen 3 item 176 528

shows the
number at 14
Main
- Warranty:2 year
14. Mop 2 item 120 240
15. Broom 2 item 35 70

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16. The 2 item 45 90

dustpan
17. Adapter -CAT 2 item 135 270

power plug -6 holes
4.1.5 Logistic Management
Logistic is defined as a business planning framework for the

management of material, service, information and capital flows. It includes the
increasingly complex information, communication and control systems required
17
in today's business environment. (Logistix Partners Oy, Helsinki, FI, 1996)
The main functions of a qualified logistician include inventory management,
purchasing, transportation, warehousing, consultation and the organizing and
planning of these activities.
Because of the freight of The Ladies‘ Shoes uses the company's trucks to
pick up products from shops, manufactures in Bangkok and others area. The 4-
wheel pickup truck can be used for general pattern like the product box by
packing on the rear of the truck. It has high mobility in the city and suitable for
non-large products and quick transportation.
The company‘s truck is a major process in getting products to meet

customer needs and it is a better way to reduce cost of transportation regarding
17
http://www.logisticsworld.com/logistics.htm
P a g e | 95
time, money and especially the convenience that we can go wherever place the
good products are.
The supplier function of The Ladies‘ shoes concern to logistic

management, we assign two suppliers to organizing inventory management,
purchasing, transportation, warehousing, and negotiation, which are the same
function of logistician. In addition, two suppliers will go with the company‘s
truck to purchase the product.
Figure 4.13 The company‘s truck

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4.1.6 Facility Management
First floor
Figure 4.14 Facility Management

P a g e | 97
The long-term objective of facility management is to promote the potential of

the main activities of the organization to be more efficient, in terms of increasing
productivity, reducing the cost of operations in the long term, and the market advantage
18
of the organization. Our company emphasizes to manage the first floor of the building
which is the area of actually running the operation and generate revenue. All of
equipments are arranged orderly, it will not be scattered that cause to disturb the
customers. By the way we also emphasize on the cleanliness of all equipments as well
as the floor because of our shop is on the roadside. Opening the doors may let the dust
come into the shop.
4.2 Cost of Investment
4.2.1 Pre-Operating cost
 Billboard
Figure 4.15 The company‘s billboard
The billboard of company ordered from the shop of Sahasil Advertising,

located at 21/4 Moo.13 Phahonyothin Road, Robwieng District, Muang, Chiang
Rai. Telephone no. 0537-08762. Email address: kanoksin_media@hotmail.com.
The billboard made from translucent vinyl and using the light bulb inside that
makes the billboard light up. Dimensions: 0.7 × 3.7 meters or 2.59 square
meters. Price: 19,000 baht.
18
P a g e | 98
 Vinyl poster (English Version)
Size: 1.5x0.5 meters or 0.75 square meters. The price of creating vinyl
poster is 140 baht per a square meter, so 140 baht multiply 0.75 equal to 105
baht per one poster. These posters will be placed at in front of Mae Fah Luang
University area. For the first year we set up the new vinyl poster one time on
July because we just opening the shop. For year two later, our company set up
the new vinyl poster two times a year, start on January and once more on July.
For setting up the vinyl poster, we use five vinyl posters to set up at five places
per one time, so the cost of setting up the vinyl poster account for 105 baht
multiply 5 equal to 525 baht per time.
 Vinyl poster tax (English Version)

The label tax rate is calculated per 500 square centimeters. Our vinyl
poster is 0.75 square meters or account for 7,500 square centimeters. The
content is all English letters that account for 40 baht per 500 square centimeters.
Therefore the price of vinyl poster is calculated as follow; 7,500 divided by 500
equal to 15, and then multiply 40 equal to 600 baht per one vinyl poster. So, our
company has to pay the label tax 3,000 baht for five vinyl posters at in front of
Mae Fah Luang University areas.
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 Vinyl poster (Thai Version)
Size: 1.5x0.5 meters or 0.75 square meters. The price of creating vinyl
poster is 140 baht per a square meter, so 140 baht multiply 0.75 equal to 105
baht per one poster. These posters will be placed at in front of Chiang Rai
Rajabhat University area. For the first year we set up the new vinyl poster one
time on July because we just opening the shop. For the year two later, our
company set up the new vinyl poster two times a year, start on January and once
more on July. For setting up the vinyl poster, we use five vinyl posters to set up
at five places per one time, so the cost of setting up the vinyl poster account for
105 baht multiply 5 equal to 525 baht per time.
 Vinyl poster tax (Thai Version)

The label tax rate is calculated per 500 square centimeters. Our vinyl
poster is 0.75 square meters or account for 7,500 square centimeters. The
content is both Thai and English letters that account for 20 baht per 500 square
centimeters. Therefore the price of vinyl poster is calculated as follow; 7,500
divided by 500 equal to 15, and then multiply 20 equal to 300 baht per one vinyl
poster. So, our company has to pay the label tax 1,500 baht for five vinyl posters
at in front of Chiang Rai Rajabhat University areas.
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 Vehicle (Truck)
ISUZU D-MAX SPARK EX (Year 2005-2006), Manual Transmission
2500 cc. 4-wheels pickup truck. External Dimensions approximately 1.90 meters
19
wide, 4.90 meters long, and 2.20 meters high. Price 300,000 baht (Used car)
 Building adjustment and decoration
19
http://www.cmusedcar.com/%E0%B8%95%E0%B9%89%E0%B8%AD%E0%B8%87%E0%B8%81%E
0%B8%B2%E0%B8%A3%E0%B8%82%E0%B8%B2%E0%B8%A2%E0%B8%A3%E0%B8%96%E0
%B8%81%E0%B8%A3%E0%B8%B0%E0%B8%9A%E0%B8%B0%E0%B8%9A%E0%B8%A3%E0%
B8%A3%E0%B8%97%E0%B8%B8%E0%B8%81%E0%B8%94%E0%B9%88%E0%B8%A7%E0%B8
%99/M3853.html
P a g e | 101
- Flooring with tiles

- Installing clear glass at storefront
- Painting the walls
- Installing glass shelves
- Installing the lamps
- Other decorations
 Company Limited Registration

The name of company is The Ladies‘ Shoes Company limited. We use
the company‘s name same as the name of shop.
Information used to register as follows:

1. Documents for register (55 Baht)
2. Company‘s name (the same as the name reserved)
3. Location‘s office (located at province)
4. Objective of the company
5. Registered capital must be divided into each share with the same value
6. Name, address, age, occupation and number of shares those people who
start up the company reserve to buy the shares
7. Name, address, age of 2 witnesses
* Complete registration process and rate for investment will show in Appendix
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Table 4.1 Summary of Pre-Operating cost

NO. Pre-Operating cost Cost
1. Company‘s Billboard 38,000
2. Vinyl posters (5 pieces) Thai version 525
3. Vinyl poster taxes 1,500
4. Vinyl posters (5 pieces) English version 525
5. Vinyl poster taxes 3,000
6. Vehicle (Truck) 300,000
7. Air conditioner installation 2,000
8. Telephone and Internet installation 1,700
10. Tools and equipments 140,484
11. Building adjustment and decoration 300,000
12. Rental Building Mae Fah Luang 6,000
13. Rental Building Chaing Rai Rajabhat 1,000
14. Company Limited Registration 12,000
Total 815,734
4.2.2 Investment cost
Table 4.2 Investment cost
Investment Amount Depreciation time Annual DEP.

1.Vehicle (Truck) 300,000 5 Years 60,000
2.Fashion sofa 22,400 8 Years 5600
3.Computer set 55,560 3 Years 18520
4.Air Conditioner 35,980 5 Years 7,196
5.Building MFU 6,000 - -
6.Building CRU 10,000 - -
7.Office Supplies 4,192 - -
Total 404,857 - 88,516

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4.2.3 Equipments and Tools
Table 4.3 Equipments and Tools
NO. Item Units Price per unit Total

1. Fashion sofa 2 5,600 11,200
2. Desk 3 4,900 14,700
3. Work chair 4 1,700 6,800
4. Stool chair 8 760 6,080
5. Fashion sofa (small) 4 2,600 10,400
size
6. Electrical Fan 6 739 4,434
size
7. Computer set 2 13,890 27,780
8. Large Mirror 3 1,200 3,600
9. Glass Shelves 6 3,800 22,800
10. Air Condition 1 17,990 17,990
11. Dining Table 2 3,200 6,400
12. Telephone 2 400 800
13. Shoes shelves 6 950 5,700
14. Small mirror 6 300 1,800
Shoes shelf
Total 140,484
Shoes shelf
Shoes shelf
Shoes shelf
Shoes shelf
P a g e | 104
4.2.4 Depreciation
Table 4.4 Depreciation Year 1
Dep./
Investment Amount Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total
year
1.Vehicle 300,000 60,000 0 0 0 0 0 0 10,000 10,000 10,000 10,000 10,000 10,000 60,000
2.Fashion
11,200 1,400 0 0 0 0 0 0 233 233 233 233 233 233 1,400
sofa
3.Computer
27,780 9,260 0 0 0 0 0 0 1,543 1,543 1,543 1,543 1,543 1,543 9,260
set
4.Air
17,990 3,598 0 0 0 0 0 0 600 600 600 600 600 600 3,598
Conditioner
Total 356,970 74,258 0 0 0 0 0 0 12,378 12,378 12,378 12,378 12,378 12,378 74,258
P a g e | 105
Dep./ Accumulated
Investment Amount Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
year Depreciation
1.Car 300,000 60,000 5,000 5,000 5,000 5,000 5,000 5,000 5,000 5,000 5,000 5,000 5,000 5,000 120,000
2.Fashion
11,200 1,400 117 117 117 117 117 117 117 117 117 117 117 117 2,800
sofa
3.Computer
27,780 9,260 772 772 772 772 772 772 772 772 772 772 772 772 18,520
set
4.Air
17,990 3,598 300 300 300 300 300 300 300 300 300 300 300 300 7,196
Condition
Total 356,970 74,258 6,189 6,189 6,189 6,189 6,189 6,189 6,189 6,189 6,189 6,189 6,189 6,189 148,516
P a g e | 106
Dep./ Accumulated
year Depreciation
1.Car 300,000 60,000 5,000 5,000 5,000 5,000 5,000 5,000 5,000 5,000 5,000 5,000 5,000 5,000 180,000
2.Fashion
11,200 1,400 117 117 117 117 117 117 117 117 117 117 117 117 4,200
sofa
3.Computer
27,780 9,260 772 772 772 772 772 772 772 772 772 772 772 772 27,780
set
4.Air
17,990 3,598 300 300 300 300 300 300 300 300 300 300 300 300 10,794
Condition
Total 356,970 74,258 6,189 6,189 6,189 6,189 6,189 6,189 6,189 6,189 6,189 6,189 6,189 6,189 222,774
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Dep./ Accumulated
year Depreciation
1.Car 300,000 60,000 5,000 5,000 5,000 5,000 5,000 5,000 5,000 5,000 5,000 5,000 5,000 5,000 240,000
2.Fashion
11,200 1,400 117 117 117 117 117 117 117 117 117 117 117 117 5,600
sofa
3.Computer
27,780 0 0 0 0 0 0 0 0 0 0 0 0 0 0
set
4.Air
17,990 3,598 300 300 300 300 300 300 300 300 300 300 300 300 14,392
Condition
Total 356,970 64,998 6,189 6,189 6,189 6,189 6,189 6,189 6,189 6,189 6,189 6,189 6,189 6,189 259,992
P a g e | 108
Dep./ Accumulated
year Depreciation
1.Car 300,000 60,000 5,000 5,000 5,000 5,000 5,000 5,000 5,000 5,000 5,000 5,000 5,000 5,000 300,000
2.Fashion
11,200 1,400 117 117 117 117 117 117 117 117 117 117 117 117 7,000
sofa
3.Computer
27,780 0 0 0 0 0 0 0 0 0 0 0 0 0 0
set
4.Air
17,990 3,598 300 300 300 300 300 300 300 300 300 300 300 300 17,990
Condition
Total 356,970 64,998 6,189 6,189 6,189 6,189 6,189 6,189 6,189 6,189 6,189 6,189 6,189 6,189 324,990
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4.3 Management Analysis
4.3.1 Organization Management
The Ladies‘ Shoes is small organization. Our organization management is an

informal organization structure that one person can do many functions that they can do,
it is not too hard because of the small company. We work with fashion women shoes
and open shop in front of Mae Fah Luang University and Chiang Rai Rajabhat
University. We have to manage stock well because fashion products are out of date so
quickly. First-in first-out is the strategy that will use for manage our organization. We
have all six workers which consist of one manager, two cashiers, two sale
representatives and one supplier. Each department is responsible more over one task
such as cashier can help the sale representative to sell the product. So they have to learn
the others tasks and can help to take care of shop as well.
Delegation of each position
1. General Manager
 Duty – Manager is accountable for Human resource management, financial
control and marketing management
 Authority – control and manage overall image in shop include manage other
departments in organization.
 Obligations – take care of recruit new employees, audits account and
manage about service, check stock in shop.
2. Cashier
 Duty – Cashier is responsible for making general ledger that locate the
revenue from the sale per day
 Authority - Handle customer‘s payment return them the change
 Obligation – Using computer program to calculate and gather in data of
sales
P a g e | 110
3. Sale representative
 Duty – A sales representative is responsible for selling products, answers
questions and give advice for customer
 Authority - Help customer to find the most appropriate format and size of
shoes to customer
 Obligations - Have to keep in touch and follow up with current and
prospective customers
4. Supplier
 Duty – Finding and purchasing the product, find the best merchandise at the
lowest possible purchase cost. Checking stock
 Authority – Negotiate prices and grant contracts between supplier
 Obligation – Purchasers typically buy goods and services for their company
or organization to use, while buyers ordinarily buy items in order to resale
them for profit. Purchasers and buyers find the best goods or services,
choose suppliers, negotiate prices, and grant contracts that ensure that the
right amount of the product or service is received when it is needed.
P a g e | 111
Detail of qualifications and salary of each position
Job Position General Manager

Qualifications * Male or female age between 25-35 years old
* Bachelor degree in Business Administration or related
field
* Strong Leadership skill
* Pleasant personality and service mind
* Being enthusiastic and active person
* Knowledge in Management organization, Accounting,
Financing, Marketing, and Human Resource Management
* High responsibility and motivation
* At least 5 years working experience
Job type Full time
Benefits Annually bonus, compensation, discount, and social
securities
Salary 12,000 Baht
Time schedule Monday-Sunday: 11.00AM – 07.00PM
Job Position Cashier
Qualifications * Female age between 22-30 years old

* Vocational certificate in Accounting
* Good communication, negotiation and selling skills
* Computer skills such as Microsoft office
* Skill of Accounting is an advantage
Job type Full time
securities
Salary 5,000 Baht

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Job Position Sale representative

* Vocational certificate or high school education
* Skill of Accounting is an advantage
Job type Full time
securities
Salary 5,000 Baht
Job Position Supplier

* Vocational certificate or Bachelor degree in any field
* Fashion lover, keep up with the new fashion trend
* Skill of stock management is an advantage
Job type Full time
securities
Salary 9,000 Baht

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4.3.2 Organization Chart
General Manager
 Human resource management – recruiting, training arrangement, compensation
 Accounting and financial management – audit, financial control, financial statement report
 Marketing management – marketing strategy
 Control and manage overall function in store

Sales Representative
Cashier Supplier
 A sales representative is responsible for
 Cashier is responsible for making  Finding and Purchasing the
selling products, answers questions and give
general ledger that locates the
advice for customer product
revenue from the sale per day
 Help customer to find the most appropriate
 Handle customer‘s payment  Negotiate prices and grant
format and size of shoes to customer
return them the change contracts between supplier
 Have to keep in touch and follow up with
 Using computer program to
current and prospective customers  Checking stock
calculate and gather in data of
sales
Figure 4.16 Organization chart

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4.3.3 Administration Cost
First Branch (Mae Fah Luang University)
Table 4.9 Administration Expense Year 1
Description Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total
Rental Fee 0 0 0 0 0 0 6000 6000 6000 6000 6000 6000 36000
Salary 0 0 0 0 0 0 31,000 31,000 31,000 31,000 31,000 31,000 186,000
Telephone 0 0 0 0 0 0 500 500 500 500 500 500 3000

Internet 0 0 0 0 0 0 590 590 590 590 590 590 3540
Water supplies 0 0 0 0 0 0 100 100 100 100 100 100 600
Electricity 0 0 0 0 0 0 750 750 750 750 750 750 4500

Maintenance 0 0 0 0 0 0 30 90 170 150 200 300 940
Total 0 0 0 0 0 0 38,970 39,030 39,110 39,090 39,140 39,240 234,580

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Rental Fee 6000 6000 6000 6000 6000 6000 6000 6000 6000 6000 6000 6000 72000
Salary 31,000 31,000 31,000 31,000 31,000 31,000 31,000 31,000 31,000 31,000 31,000 31,000 372,000
Telephone 500 500 500 500 500 500 500 500 500 500 500 500 6000
Internet 590 590 590 590 590 590 590 590 590 590 590 590 7080
Water supplies 100 100 100 100 100 100 100 100 100 100 100 100 1200
Electricity 750 750 750 750 750 750 750 750 750 750 750 750 9000
Maintenance 250 350 300 200 230 210 300 400 300 200 250 280 2840
Total 39,190 39,290 39,240 39,140 39,170 39,150 39,240 39,340 39,240 39,140 39,190 39,220 470,120
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Rental Fee 6000 6000 6000 6000 6000 6000 6000 6000 6000 6000 6000 6000 72000
Salary 31,000 31,000 31,000 31,000 31,000 31,000 31,000 31,000 31,000 31,000 31,000 31,000 372,000
Telephone 500 500 500 500 500 500 500 500 500 500 500 500 6000
Internet 590 590 590 590 590 590 590 590 590 590 590 590 7080
Water supplies 100 100 100 100 100 100 100 100 100 100 100 100 1200
Electricity 750 750 750 750 750 750 750 750 750 750 750 750 9000
Maintenance 140 150 300 210 300 120 180 280 200 200 300 300 2380
Total 39,080 39,090 39,240 39,150 39,240 39,060 39,120 39,220 39,140 39,140 39,240 39,240 469,660
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Rental Fee 6000 6000 6000 6000 6000 6000 6000 6000 6000 6000 6000 6000 72000
Salary 31000 31000 31000 31000 31000 31000 31000 31000 31000 31000 31000 31000 372000
Telephone 500 500 500 500 500 500 500 500 500 500 500 500 6000
Internet 590 590 590 590 590 590 590 590 590 590 590 590 7080
Water supplies 100 100 100 100 100 100 100 100 100 100 100 100 1200
Electricity 750 750 750 750 750 750 750 750 750 750 750 750 9000
Maintenance 120 200 220 230 210 400 500 200 120 230 300 500 2250
Total 39060 39140 39160 39170 39150 39340 39440 39140 39060 39170 39240 39440 469530
P a g e | 118
Rental Fee 6000 6000 6000 6000 6000 6000 6000 6000 6000 6000 6000 6000 72000
Salary 31000 31000 31000 31000 31000 31000 31000 31000 31000 31000 31000 31000 372000
Telephone 500 500 500 500 500 500 500 500 500 500 500 500 6000
Internet 590 590 590 590 590 590 590 590 590 590 590 590 7080
Water supplies 100 100 100 100 100 100 100 100 100 100 100 100 1200
Electricity 750 750 750 750 750 750 750 750 750 750 750 750 9000
Maintenance 200 230 300 500 230 300 290 230 250 400 500 220 2600
Total 39140 39170 39240 39440 39170 39240 39230 39170 39190 39340 39440 39160 469880
P a g e | 119
Second Branch (Chiang Rai Rajabhat University)
Rental Fee 0 0 0 0 0 0 6000 6000 6000 6000 6000 6000 36000
Salary 0 0 0 0 0 0 15000 15000 15000 15000 15000 15000 90000
Telephone 0 0 0 0 0 0 500 500 500 500 500 500 3000

Internet
0 0 0 0 0 0 100 100 100 100 100 100 600
Water supplies
0 0 0 0 0 0 500 500 500 500 500 500 3000
Electricity 0 0 0 0 0 0 30 90 150 150 200 200 940
Maintenance 0 0 0 0 0 0 22130 22190 22250 22250 22300 22300 133540

Total 0 0 0 0 0 0 6000 6000 6000 6000 6000 6000 36000
P a g e | 120
Rental Fee 6000 6000 6000 6000 6000 6000 6000 6000 6000 6000 6000 6000 72000
Salary 15000 15000 15000 15000 15000 15000 15000 15000 15000 15000 15000 15000 180000
Telephone 500 500 500 500 500 500 500 500 500 500 500 500 6000
Internet
100 100 100 100 100 100 100 100 100 100 100 100 1200
Water supplies
500 500 500 500 500 500 500 500 500 500 500 500 6000
Electricity
250 200 300 200 230 250 300 180 170 200 200 280 2840
Maintenance 22350 22300 22400 22300 22330 22350 22400 22280 22270 22300 22300 22380 268040
Total 6000 6000 6000 6000 6000 6000 6000 6000 6000 6000 6000 6000 72000
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Rental Fee 6000 6000 6000 6000 6000 6000 6000 6000 6000 6000 6000 6000 72000
Salary 15000 15000 15000 15000 15000 15000 15000 15000 15000 15000 15000 15000 180000
Telephone 500 500 500 500 500 500 500 500 500 500 500 500 6000
Internet 590 590 590 590 590 590 590 590 590 590 590 590 7080
Water supplies 100 100 100 100 100 100 100 100 100 100 100 100 1200
Electricity 500 500 500 500 500 500 500 500 500 500 500 500 6000
Maintenance 140 150 300 210 180 120 180 280 190 200 300 130 2380
Total 22830 22840 22990 22900 22870 22810 22870 22970 22880 22890 22990 22820 274660
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Rental Fee 6000 6000 6000 6000 6000 6000 6000 6000 6000 6000 6000 6000 72000
Salary 15000 15000 15000 15000 15000 15000 15000 15000 15000 15000 15000 15000 180000
Telephone 500 500 500 500 500 500 500 500 500 500 500 500 6000
Internet
100 100 100 100 100 100 100 100 100 100 100 100 1200
Water supplies
500 500 500 500 500 500 500 500 500 500 500 500 6000
Electricity
120 200 220 230 210 140 190 200 120 230 210 180 2250
Maintenance 22220 22300 22320 22330 22310 22240 22290 22300 22220 22330 22310 22280 267450
Total 6000 6000 6000 6000 6000 6000 6000 6000 6000 6000 6000 6000 72000
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Rental Fee 6000 6000 6000 6000 6000 6000 6000 6000 6000 6000 6000 6000 72000
Salary 15000 15000 15000 15000 15000 15000 15000 15000 15000 15000 15000 15000 180000
Telephone 500 500 500 500 500 500 500 500 500 500 500 500 6000
Internet
100 100 100 100 100 100 100 100 100 100 100 100 1200
Water supplies
500 500 500 500 500 500 500 500 500 500 500 500 6000
Electricity
200 230 300 140 230 190 290 230 250 130 190 220 2600
Maintenance 22300 22330 22400 22240 22330 22290 22390 22330 22350 22230 22290 22320 267800
Total 6000 6000 6000 6000 6000 6000 6000 6000 6000 6000 6000 6000 72000
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4.4 Conclusion
The Ladies‘ Shoes is retail business of women fashion shoes. We provide a lot
of products which are divided into various categories. The shops have two branches
located at in front of Mae Fah Luang University and Chiang Rai Rajabhat University.
Establishing the shop, we pay for the pre-operating cost for 815,734 baht that including
building adjustment and decoration, billboard, vinyl poster, taxes, vehicle, company
limited registration, and so on, investment cost for 404,857baht, and equipments and
tools for 140,848 baht.
In part of management, we are small and informal organization. There are four
main functions in the company; first, manager who control everything in the company,
and focus on financial management, accounting audit, human resource management,
and marketing management. Second, Cashier, doing a lot about payment and sales, and
making general ledger that locates the revenue from the sale per day. Third, sale
representative, responsible for selling products, answers questions and give advice for
customer. Fourth, supplier who response for finding, purchasing the products and also
stock management. We can see that one person can do various functions which help us
to save the cost of employee.
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Chapter 5 Financial Analysis

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5.1 Income Statement
Year1 Ja Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total
n
Revenue 280,292 260,128 270,635 293,492 334,639 367,890 1,807,07
6
Less :Cost of goods sold 142,900 142,900 142,900 142,900 142,900 142,900 857,400
Gross margin 137,392 117,228 127,735 150,592 191,739 224,990 949,676
Less :Operating
Expenses
Marketing Expense - - - - - -
-
Administrative Expense 61,100 61,220 61,360 61,340 61,440 61,540 368,000
Pre-Operation cost 602,591 - - - - 601,516
-
Deprecation 12,376 12,376 12,376 12,376 12,376 12,376 74,258
Total Operating Expense 676,067 73,596 73,736 73,716 73,816 73,916 1,043,77
4
Income before Income -538,675 43,632 53,999 76,876 117,923 151,074 -95,173
taxes
Taxes 30% -161,603 13,090 16,200 23,063 35,377 45,322 -28,552
Net Income/Loss -377,073 30,542 37,799 53,813 82,546 105,752 -66,621
Retain earning -377,073 -346,531 -308,732 -254,919 -172,373 -66,621 -66,621
*No marketing expense because it included in operating expense
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Income Statement Year 2
Revenue 363,626 335,806 265,225 272,108 279,080 294,130 308,448 284,802 297,025 322,774 367,957 404,679 3,795,660
Less :Cost of goods sold
153,850 153,850 153,850 153,850 153,850 153,850 153,850 153,850 153,850 153,850 153,850 153,850 1,846,200
Gross margin
209,776 181,956 111,375 118,258 125,230 140,280 154,598 130,952 143,175 168,924 214,107 250,829 1,949,460
Less :Operating
Expenses
Marketing Expense
Administrative Expense 1,050 - - - - - 1,050 - - - - - 2,100
Pre-Operation cost 61540 61590 61640 61440 61500 61500 61640 61620 61510 61440 61490 61600 466,698
Deprecation
6,189 6,188 6,188 6,188 6,188 6,188 6,188 6,188 6,188 6,188 6,188 6,188 74,258
Total Operating
Expense 68,779 67,778 67,828 67,628 67,688 67,688 68,878 67,808 67,698 67,628 67,678 67,788 543,056
Income before Income

taxes 140,997 114,178 43,547 50,630 57,542 72,592 85,720 63,144 75,477 101,296 146,429 183,041 1,134,591
Taxes 30%
42,299 34,253 13,064 15,189 17,263 21,778 25,716 18,943 22,643 30,389 43,929 54,912 340,377
Net Income/Loss
98,698 79,924 30,483 35,441 40,279 50,814 60,004 44,201 52,834 70,907 102,500 128,129 794,214
Retain earning 32,077 112,001 142,484 177,925 218,204 269,019 329,022 373,223 426,057 496,964 599,464 727,593 727,593
P a g e | 128
Revenue
399,466 369,532 291,518 302,648 307,474 324,536 338,537 312,168 324,391 354,447 404,524 444,418 4,173,659
Less :Cost of goods 156,200 156,200 156,200 156,200 156,200 156,200 156,200 156,200 156,200 156,200 156,200 156,200
1,874,400
sold
Gross margin 243,266 213,332 135,318 146,448 151,274 168,336 182,337 155,968 168,191 198,247 248,324 288,218 2,299,259
Less :Operating
Expenses
Marketing Expense
Administrative
1,050 - - - - - 1,050 - - - - - 2,100
Expense
Pre-Operation cost
61,910 61,930 62,230 62,050 62,110 61,870 61,990 62,190 62,020 62,030 62,230 62,060 744,620
Deprecation 6,189 6,189 6,189 6,189 6,189 6,189 6,189 6,189 6,189 6,189 6,189 6,189 74,268
Total Operating
Expense 69,149 68,119 68,419 68,239 68,299 68,059 69,229 68,379 68,209 68,219 68,419 68,249 820,988
Income before Income

taxes 174,117 145,213 66,899 78,209 82,975 100,277 113,108 87,589 99,982 130,028 179,905 219,969 1,478,271
Taxes 30%
52,235 43,564 20,070 23,463 24,893 30,083 33,932 26,277 29,995 39,008 53,972 65,991 443,481
Net Income/Loss
121,882 101,649 46,829 54,746 58,083 70,194 79,176 61,312 69,987 91,020 125,934 153,978 1,034,790
Retain earning 849,475 951,124 997,953 1,052,700 1,110,782 1,180,976 1,260,152 1,321,464 1,391,451 1,482,471 1,608,404 1,762,383 1,762,383
P a g e | 129
Revenue
441,468 405,720 322,370 332,548 338,123 356,543 377,340 342,714 355,963 388,882 444,829 489,471 4,595,971
Less :Cost of
191,000 191,000 191,000 191,000 191,000 191,000 191,000 191,000 191,000 191,000 191,000 191,000 2,292,000
goods sold
Gross margin 250,468 214,720 131,370 141,548 147,123 165,543 186,340 151,714 164,963 197,882 253,829 298,471 2,303,971
Less :Operating
Expenses
Marketing
Expense
Administrative
- - - - - - -
Expense 1,050 - 1,050 - - 2,100
Pre-Operation
cost 61,280 61,440 61,480 61,500 61,460 61,580 61,730 61,440 61,280 61,500 61,550 61,720 737,960
Deprecation
5,417 5,417 5,417 5,417 5,417 5,417 5,417 5,417 5,417 5,417 5,417 5,417 64,998
Total Operating
Expense 67,747 66,857 66,897 66,917 66,877 66,997 68,197 66,857 66,697 66,917 66,967 67,137 805,058
Income before
Income taxes 182,722 147,864 64,474 74,632 80,247 98,547 118,144 84,858 98,267 130,966 186,863 231,335 1,498,913
Taxes 30% 54816 44359 19342 22389 24074 29564 35443 25457 29480 39290 56059 69400 449674
Net Income/Loss
127,905 103,504 45,131 52,242 56,173 68,983 82,700 59,400 68,787 91,676 130,804 161,934 1,049,239
Retain earning 1,890,288 1,993,793 2,038,924 2,091,166 2,147,339 2,216,321 2,299,022 2,358,422 2,427,208 2,518,884 2,649,688 2,811,622 2,566,622
P a g e | 130
Revenue
485,801 445,186 353,547 364,481 370,735 391,627 414,515 376,270 390,057 427,162 489,601 538,131 5,047,113
Less :Cost of
183,600 183,600 183,600 183,600 183,600 183,600 183,600 183,600 183,600 183,600 183,600 183,600
goods sold 2,203,200
Gross margin
302,201 261,586 169,947 180,881 187,135 208,027 230,915 192,670 206,457 243,562 306,001 354,531 2,843,913
Less :Operating
Expenses
Marketing
Expense
Administrative
1,050 - - - - - 1,050 - - - - - 2,100
Expense
Pre-Operation
61440 61500 61640 61680 61500 61530 61620 61500 61540 61570 61730 61480
cost 738,730
Deprecation
5,417 5,417 5,417 5,417 5,417 5,417 5,417 5,417 5,417 5,417 5,417 5,417 64,998
Total Operating
Expense 67,907 66,917 67,057 67,097 66,917 66,947 68,087 66,917 66,957 66,987 67,147 66,897 805,828
Income before
Income taxes 234,295 194,670 102,891 113,785 120,219 141,081 162,829 125,754 139,501 176,576 238,855 287,635 2,038,085
Taxes 30% 70288 58401 30867 34135 36066 42324 48849 37726 41850 52973 71656 86290 611426
Net Income/Loss
164,006 136,269 72,023 79,649 84,153 98,756 113,980 88,027 97,650 123,603 167,198 201,344 1,426,660
Retain earning 2,975,628 3,111,897 3,183,920 3,263,569 3,347,722 3,446,479 3,560,459 3,648,486 3,746,136 3,869,739 4,036,937 4,238,282 3,993,282
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5.2 Statement of Cash Flow
Cash Flow Year 1 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Cash flows from operating activity:
Cash inflow
Cash received on sales 280,292 260,128 270,635 293,492 334,639 367,890
Adjust depreciation 12,376 12,376 12,376 12,376 12,376 12,376
Other - - - - - -
Cash inflow from operating activity 292,668 272,504 283,011 305,868 347,015 380,266
Cash out flow
Purchasing inventory 142,900 142,900 142,900 142,900 142,900 142,900
Pre-operating expense 602,591 - - - - -
Administrative expense 61,100 61,220 61,360 61,340 61,440 61,540
Cash paid for income tax -161,603 13,090 16,200 23,063 35,377 45,322
Other cash expense - - - - - -
Cash out flow from operating activity: 644,988 217,210 220,460 227,303 239,717 249,762
Net cash flows from operating activity - 352,320 55,294 62,551 78,565 107,298 130,504
Cash flow from investing activity:
Cash inflow
Cash received from sold equipment
Other
Cash inflow from investing activity:
Cash outflow
Cash paid on administrative investment
Cash outflow from investment activity
Net cash flows from investing activity:
Cash flows from financing activity:
Cash inflow
Own money 2,000,000
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Cash Loan
Other
Cash inflow from financing activity 2,000,000
Cash outflow
Repayment for interest and principle loan
Cash outflow from financing activity
Net cash flows from financing activity 2,000,000
Net cash increase or decrease 1,647,680 55,294 62,551 78,565 107,298 130,504
Beginning cash 1,647,680 1,702,975 1,765,526 1,844,091 1,951,390
Ending cash 1,647,680 1,702,975 1,765,526 1,844,091 1,951,390 2,081,894
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Cash flows from operating activity:
Cash inflow
Cash received on sales
363,626 335,806 265,225 272,108 279,080 294,130 308,448 284,802 297,025 322,774 367,957 404,679
Adjust depreciation
6,189 6,188 6,188 6,188 6,188 6,188 6,188 6,188 6,188 6,188 6,188 6,188
Other -
- - - - - - - - - - -
Cash inflow from operating activity
369,815 341,994 271,413 278,296 285,268 300,318 314,636 290,990 303,213 328,962 374,145 410,867
Cash out flow
Purchasing inventory 153,850 153,850 153,850 153,850 153,850 153,850 153,850 153,850 153,850 153,850 153,850 153,850
Pre-operating expense -
1,050 - - - - 1,050 - - - - -
Administrative expense
61,540 61,590 61,640 61,440 61,500 61,500 61,640 61,620 61,510 61,440 61,490 61,600
Cash paid for income tax 42,299 34,253 13,064 15,189 17,263 21,778 25,716 18,943 22,643 30,389 43,929 54,912
Other cash expense -
- - - - - - - - - - -
Cash out flow from operating
activity: 258,739 249,693 228,554 230,479 232,613 237,128 242,256 234,413 238,003 245,679 259,269 270,362
Net cash flows from operating
activity 111,076 92,301 42,859 47,817 52,655 63,190 72,380 56,577 65,210 83,283 114,876 140,505
Cash flow from investing activity:
Cash inflow
Cash received from sold equipment
Other
Cash inflow from investing activity:
Cash outflow
Cash paid on administrative
investment
Cash outflow from investment
activity
Net cash flows from investing
activity:
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Cash flows from financing activity:

Cash inflow
Own money
Cash Loan
Other
Cash inflow from financing activity
Cash outflow
Repayment for interest and principle
loan
Cash outflow from financing activity
Net cash flows from financing
activity
Net cash increase or decrease
111,076 92,301 42,859 47,817 52,655 63,190 72,380 56,577 65,210 83,283 114,876 140,505
Beginning cash
2,081,894 2,192,970 2,285,271 2,328,130 2,375,948 2,428,603 2,491,793 2,564,173 2,620,750 2,685,960 2,769,244 2,884,120
Ending cash
2,192,970 2,285,271 2,328,130 2,375,948 2,428,603 2,491,793 2,564,173 2,620,750 2,685,960 2,769,244 2,884,120 3,024,625
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Cash flows from operating
activity:
Cash inflow
399,466 369,532 291,518 302,648 307,474 324,536 338,537 312,168 324,391 354,447 404,524 444,418
Adjust depreciation
6,189 6,189 6,189 6,189 6,189 6,189 6,189 6,189 6,189 6,189 6,189 6,189
Other
- - - - - - - - - - - -
Cash inflow from operating
activity 405,655 375,721 297,707 308,837 313,663 330,725 344,726 318,357 330,580 360,636 410,713 450,607
Cash out flow
Purchasing inventory
156,200 156,200 156,200 156,200 156,200 156,200 156,200 156,200 156,200 156,200 156,200 156,200
Pre-operating expense
1,050 - - - - - 1,050 - - - - -
61,910 61,930 62,230 62,050 62,110 61,870 61,990 62,190 62,020 62,030 62,230 62,060
Cash paid for income tax
52,235 43,564 20,070 23,463 24,893 30,083 33,932 26,277 29,995 39,008 53,972 65,991
Other cash expense
- - - - - - - - - - - -
activity: 271,395 261,694 238,500 241,713 243,203 248,153 253,172 244,667 248,215 257,238 272,402 284,251
Net cash flows from
operating activity 134,260 114,027 59,207 67,124 70,460 82,572 91,554 73,690 82,365 103,398 138,311 166,356
Cash flow from investing
activity:
Cash inflow
Cash received from sold
equipment
Other
Cash inflow from investing
activity:
Cash outflow
investment
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Cash outflow from

investment activity
activity:
Cash flows from financing
activity:
Cash inflow
Own money
Cash Loan
Other
Cash inflow from financing
activity
Cash outflow
Repayment for interest and
principle loan
Cash outflow from financing
activity
Net cash flows from
financing activity - - - - - - - - - - - -
134,260 114,027 59,207 67,124 70,460 82,572 91,554 73,690 82,365 103,398 138,311 166,356
Beginning cash
3024625 3,158,885 3,272,912 3,332,119 3,399,243 3,469,703 3,552,275 3,643,829 3,717,519 3,799,884 3,903,282 4,041,593
Ending cash
3,158,885 3,272,912 3,332,119 3,399,243 3,469,703 3,552,275 3,643,829 3,717,519 3,799,884 3,903,282 4,041,593 4,207,949
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activity:
Cash inflow
441,468 405,720 322,370 332,548 338,123 356,543 377,340 342,714 355,963 38,882 444,829 489,471
Adjust depreciation
5,417 5,417 5,417 5,417 5,417 5,417 5,417 5,417 5,417 5,417 5,417 5,417
Other
activity 446,885 411,137 327,787 337,965 343,540 361,960 382,757 348,131 361,380 44,299 450,246 494,888
Cash out flow
1,050 - - - - - 1,050 - - - - -
61,280 61,440 61,480 61,500 61,460 61,580 61,730 61,440 61,280 61,500 61,550 61,720
Cash paid for income tax -
54,816 44,359 19,342 22,389 24,074 29,564 35,443 25,457 29,480 65,710 56,059 69,400
Other cash expense
activity: 308,146 296,799 271,822 274,889 276,534 282,144 289,223 277,897 281,760 186,790 308,609 322,120
Net cash flows from operating -
activity 138,739 114,338 55,965 63,076 67,006 79,816 93,534 70,234 79,620 142,492 141,637 172,768
activity:
Cash inflow
equipment
Other
activity:
Cash outflow
investment
activity
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activity:
activity:
Cash inflow
Own money
Cash Loan
Other
activity
Cash outflow
principle loan
activity
activity
Net cash increase or decrease -
138,739 114,338 55,965 63,076 67,006 79,816 93,534 70,234 79,620 142,492 141,637 172,768
Beginning cash
4207949 4,346,688 4,461,025 4,516,990 4,580,065 4,647,071 4,726,886 4,820,420 4,890,653 4,970,273 4,827,781 4,969,418
Ending cash
4,346,688 4,461,025 4,516,990 4,580,065 4,647,071 4,726,886 4,820,420 4,890,653 4,970,273 4,827,781 4,969,418 5,142,185
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activity:
Cash inflow
485,801 445,186 353,547 364,481 370,735 391,627 414,515 376,270 390,057 427,162 489,601 538,131
Adjust depreciation
5,417 5,417 5,417 5,417 5,417 5,417 5,417 5,417 5,417 5,417 5,417 5,417
Other
activity 491,218 450,603 358,964 369,898 376,152 397,044 419,932 381,687 395,474 432,579 495,018 543,548
Cash out flow
1,050 - - - - - 1,050 - - - - -
Administrative expense 61440 61500 61640 61680 61500 61530 61620 61500 61540 61570 61730 61480
Cash paid for income tax
70,288 58,401 30,867 34,135 36,066 42,324 48,849 37,726 41,850 52,973 71,656 86,290
Other cash expense
activity: 316,378 303,501 276,107 279,415 281,166 287,454 295,119 282,826 286,990 298,143 316,986 331,370
Net cash flows from operating
activity 174,840 147,102 82,857 90,483 94,986 109,590 124,813 98,861 108,484 134,436 178,032 212,178
activity:
Cash inflow
equipment
Other
activity:
Cash outflow
investment
activity
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activity:
activity:
Cash inflow
Own money
Cash Loan
Other
activity
Cash outflow
principle loan
activity
activity
174,840 147,102 82,857 90,483 94,986 109,590 124,813 98,861 108,484 134,436 178,032 212,178
Beginning cash
5142185 5,317,025 5,464,126 5,546,983 5,637,465 5,732,451 5,842,040 5,966,853 6,065,713 6,174,197 6,308,632 6,486,664
Ending cash
5,317,025 5,464,126 5,546,983 5,637,465 5,732,451 5,842,040 5,966,853 6,065,713 6,174,197 6,308,632 6,486,664 6,698,841
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5.3 Balance Sheet
Asset
Current asset
Cash 647,680 702,975 765,526 844,091 951,390 1,081,894 237,339
Inventory 12,300 39,490 61,590 72,840 64,900 40,900 292,020
Other current asset
Total current asset 659,980 742,465 827,116 916,931 1,016,290 1,122,794 5,285,576
Fixed asset
Equipment fixed
asset 647,551 621,787 607,334 617,458 671,398 761,290 3,926,818
Total Fixed asset
647,551 621,787 607,334 617,458 671,398 761,290 3,926,818
Total asset
1,307,531 1,364,252 1,434,450 1,534,389 1,687,688 1,884,084 9,212,394
Liability and Equity
Liability
Long term note
payable
Other
Total liability
Equity
Retain earning - 692,469 - 635,748 - 565,550 - 465,611 - 312,312 - 115,916 - 115,916
Owner equity 2,000,000 2,000,000 2,000,000 2,000,000 2,000,000 2,000,000 12,000,000
Total owner equity

1,307,531 1,364,252 1,434,450 1,534,389 1,687,688 1,884,084 9,212,394
Total liability and
1,434,450
equity 1,307,531 1,364,252 1,534,389 1,687,688 1,884,084 9,212,394
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Asset
Current asset
Cash
1,192,970 1,285,271 1,328,130 1,375,948 1,428,603 1,491,793 1,564,173 1,620,750 1,685,960 1,769,244 1,884,120 2,024,625 18,651,587
Inventory
40,910 38,040 67,590 94,390 117,040 132,940 143,060 164,660 173,139 178,624 163,148 130,400 1,443,941
Other current asset
1,233,880 1,323,311 1,395,720 1,470,338 1,545,643 1,624,733 1,707,233 1,785,410 1,859,099 1,947,868 2,047,268 2,155,025 20,095,528
Total current asset
Fixed asset
748,902 739,395 697,469 658,292 623,266 594,991 572,494 538,518 517,663 499,801 502,901 523,273 7,216,965
Equipment fixed
asset 748,902 739,395 697,469 658,292 623,266 594,991 572,494 538,518 517,663 499,801 502,901 523,273 7,216,965
Total Fixed asset
1,982,782 2,062,706 2,093,189 2,128,630 2,168,909 2,219,724 2,279,727 2,323,928 2,376,762 2,447,669 2,550,169 2,678,298 27,312,493
Total asset
Liability
Long term note
payable
Other
Total liability
Equity
-
Retain earning
17,218 62,706 93,189 128,630 168,909 219,724 279,727 323,928 376,762 447,669 550,169 678,298 715,162
Owner equity
2,000,000 2,000,000 2,000,000 2,000,000 2,000,000 2,000,000 2,000,000 2,000,000 2,000,000 2,000,000 2,000,000 2,000,000 24,000,000
Total owner equity
1,982,782 2,062,706 2,093,189 2,128,630 2,168,909 2,219,724 2,279,727 2,323,928 2,376,762 2,447,669 2,550,169 2,678,298 27,312,493
Total liability and
equity 1,982,782 2,062,706 2,093,189 2,128,630 2,168,909 2,219,724 2,279,727 2,323,928 2,376,762 2,447,669 2,550,169 2,678,298 27,312,493
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Asset
Current asset
Cash
2,158,885 2,272,912 2,332,119 2,399,243 2,469,703 2,552,275 2,643,829 2,717,519 2,799,884 2,903,282 3,041,593 3,207,949 31,499,193
Inventory
133,830 117,580 137,160 152,030 147,685 167,820 166,280 177,550 182,890 173,790 141,390 101,370 1,799,375
Other current asset
Total current asset

2,292,715 2,390,492 2,469,279 2,551,273 2,617,388 2,720,095 2,810,109 2,895,069 2,982,774 3,077,072 3,182,983 3,309,319 33,298,568
Fixed asset
Equipment fixed
asset 544,329 548,201 516,243 488,996 480,963 448,450 437,612 413,964 396,246 392,968 412,990 440,633 5,521,595
Total Fixed asset
544,329 548,201 516,243 488,996 480,963 448,450 437,612 413,964 396,246 392,968 412,990 440,633 5,521,595
Total asset
2,837,044 2,938,693 2,985,522 3,040,269 3,098,351 3,168,545 3,247,721 3,309,033 3,379,020 3,470,040 3,595,973 3,749,952 38,820,163
Liability
Long term note
payable
Other
Total liability
Equity
Retain earning
Owner equity
837,044 938,693 985,522 1,040,269 1,098,351 1,168,545 1,247,721 1,309,033 1,379,020 1,470,040 1,595,973 1,749,952 14,820,163
Total owner equity
2,000,000 2,000,000 2,000,000 2,000,000 2,000,000 2,000,000 2,000,000 2,000,000 2,000,000 2,000,000 2,000,000 2,000,000 24,000,000
Total liability and
equity 2,837,044 2,938,693 2,985,522 3,040,269 3,098,351 3,168,545 3,247,721 3,309,033 3,379,020 3,470,040 3,595,973 3,749,952 38,820,163
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Asset
Current asset
Cash
3,346,688 3,461,025 3,516,990 3,580,065 3,647,071 3,726,886 3,820,420 3,890,653 3,970,273 3,827,781 3,969,418 172,768 40,930,038
Inventory
73,800 110,880 150,730 210,190 242,370 266,150 281,790 313,690 339,180 348,760 332,350 294,320 2,964,210
Other current asset
Total current asset

3,420,488 3,571,905 3,667,720 3,790,255 3,889,441 3,993,036 4,102,210 4,204,343 4,309,453 4,176,541 4,301,768 467,088 43,894,248
Fixed asset
Equipment fixed - - -
asset 330,541 282,629 231,945 161,652 118,639 84,026 57,553 14,820 21,504 41,916 36,339 3,960,275 5,142,321
- - -
Total Fixed asset
330,541 282,629 231,945 161,652 118,639 84,026 57,553 14,820 21,504 41,916 36,339 3,960,275 5,142,321
Total asset
3,751,029 3,854,534 3,899,665 3,951,907 4,008,080 4,077,062 4,159,763 4,219,163 4,287,949 4,134,625 4,265,429 4,427,363 49,036,569
Liability
Long term note
payable
Other
Total liability
Equity
Retain earning
Owner equity
1,751,029 1,854,534 1,899,665 1,951,907 2,008,080 2,077,062 2,159,763 2,219,163 2,287,949 2,134,625 2,265,429 2,427,363 25,036,569
Total owner equity
2,000,000 2,000,000 2,000,000 2,000,000 2,000,000 2,000,000 2,000,000 2,000,000 2,000,000 2,000,000 2,000,000 2,000,000 24,000,000
Total liability and
equity 3,751,029 3,854,534 3,899,665 3,951,907 4,008,080 4,077,062 4,159,763 4,219,163 4,287,949 4,134,625 4,265,429 4,427,363 49,036,569
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Asset
Current asset
Cash
4,317,025 4,464,126 4,546,983 4,637,465 4,732,451 4,842,040 4,966,853 5,065,713 5,174,197 5,308,632 5,486,664 5,698,841 59,240,990
Inventory
250,200 226,070 243,930 257,340 266,810 266,720 257,680 266,590 268,900 253,240 208,760 140,560 2,906,800
Other current asset
Total current asset

4,567,225 4,690,196 4,790,913 4,894,805 4,999,261 5,108,760 5,224,533 5,332,303 5,443,097 5,561,872 5,695,424 5,839,401 62,147,790
Fixed asset
Equipment fixed - - - - - - - - -
asset 24,144 37,442 8,748 15,495 35,798 46,540 48,333 68,076 81,220 76,392 42,746 14,622 34,510,787
- - - - - - - - -
Total Fixed asset
24,144 37,442 8,748 15,495 35,798 46,540 48,333 68,076 81,220 76,392 42,746 14,622 34,510,787
Total asset
4,591,369 4,727,638 4,799,661 4,879,310 4,963,463 5,062,220 5,176,200 5,264,227 5,361,877 5,485,480 5,652,678 5,854,023 27,637,003
Liability
Long term note
payable
Other
Total liability
Equity
Retain earning
Owner equity
2,591,369 2,727,638 2,799,661 2,879,310 2,963,463 3,062,220 3,176,200 3,264,227 3,361,877 3,485,480 3,652,678 3,854,023 3,637,003
Total owner equity
2,000,000 2,000,000 2,000,000 2,000,000 2,000,000 2,000,000 2,000,000 2,000,000 2,000,000 2,000,000 2,000,000 2,000,000 24,000,000
Total liability and
equity 4,591,369 4,727,638 4,799,661 4,879,310 4,963,463 5,062,220 5,176,200 5,264,227 5,361,877 5,485,480 5,652,678 5,854,023 61,818,146
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Year 0 CF1 CF2 CF3 CF4 CF5

Initial investment - 2,000,000
4,207,949
Net Cash Flow 2,000,000 2,081,894 3,024,625 5,142,185 6,698,841
Net income 1,034,790

- 66,621 794,214 1,049,239 1,426,660
Average net
income 847,656
Average Book
Value 1,000,000
Average cost 1,814,640
Average sale
3,883,896
NPV = ฿11,160,659
Play back period = Within 1 year
IRR = 118% 13,134,999
ROI = 114%
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Chapter 6 Risk Management

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Chapter 6
Risk Management
6.1 External Risk
External risk is the situation that company unable to control. For instance,
changing of economy, social political and technology that has to compete about
customer need and competitors.
6.1.1 Economic condition
According to economy recession since 2006 that influenced to

customer‘s trust and consuming was generally decreased. Although the index
number of customer‘s trust will increase and expects that the consuming will be
better at the beginning of 2008. But there is the problem of lack of political in
Thailand and not stability. Another problem is the recession of economy in
United States including higher of petroleum oil price which are main deficit
factors to economy in Thailand. Therefore, the lack of economy recession will
affect to rack rent and the amount of customers. However, we should drive our
business attentively and our company still able to drive the business fluently.
6.1.2 Competitive Condition
The competitive condition of retail business depends on location and the

main customer‘s base in this location which is two factors that so important to
attracts customers even though situation in Thailand still lack of economy.
Central department store is a community mall that will opening at Chiang Rai
soon and this is one of direct competitor for our company which has target group
in urban area so they may also attract our target group. And a community mall
in department store will increase the location for retail store that will affect to
compete in retail business. However, a community mall has to limit the amount
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of retail shop and limit type of shop because they have to fulfill what customers
want for their business.
6.1.3 Changing in Technology

Changing of technology could affect our business. Much retail online
shop on the internet could influence to our customers because our target group is
university students and the most of them usually use the internet for update
fashion. If they prefer to order the products on the internet so it will become to
our competitors indirectly. Moreover, they will appear and reduce the demand
for our services. The examples of online shops that will take an affect to our
business are http://www.weloveshopping.com/,
http://siambrandname.com/forum/ and other retail shops including the aboard
20
website.
6.1.4 Changing Customer need

Nowadays, the internet has an influence to life style very common such
as social, culture, political technology and economy which the changing of these
are affect to what customer wants and customers behavior so that is s reason of
risk. Customers have many choices to buy products. Many competitors have an
effort to attract customers by product differentiation. Changing customer need
especially fashion is simply fade and the latest fashion increasingly change. It
will take a risk when order products and take into a consideration to order them.
The popular of fashion in each country that different to each other quite diversity
and fashion products have many type of this so it quite complicated to know that
21
what customers want.
20
http://www.accasa.com/article/market14.html
21
http://ba.bu.ac.th/ejournal/MK/MK5_1/MK5_1.htm
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6.2 Internal Risk
Internal risks are essentially within your control, provided you have the aptitude
and attention to detail to exercise it. Such risks could include:
6.2.1 Stock
Do you have the intuition to stock the right items, the hot sellers, or
might you end up with shelves of unwanted items?
Solution
When our shop will buy our shoes each time we will learn about shoes
fashion in that time and check about code and size of shoes each time before we
will order every time. Moreover, we will consultation with supplier of shoes
every time in order to obtain correct shoes that we want. And our shop deal with
suppler for send goods on time for not late and for reduce time to delivery.
6.2.2 The risk of operation management
May be Sometime manager or employees have confused about operation

in shop. So, we will divide about work in each person to distinct and manager
22
has the most responsibility to manage in employee and operation in shop.
6.2.3 Financial risk
Financial management is varying important. It needs to be managing

with circumspection, because the financial risk can affect the operations of our
business.
22
http://www.site4business.com/index.php/entrepreneurresources/buy-business-articles/9-buy-business-
risk
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Decrease in sale
If the company‘s total sale decrease by 5%, it will affect to our company‘s
income statement as follow:
Sale decrease by 5% year1 year2 year3 year4 year5

Revenue 1,716,722 3,605,877 4,382,341.95 4,033,672.45 4,794,757.35
Less :Cost of goods sold 857,400 1,846,200 1,874,400 2,292,000 2,203,200
Gross margin 859,322 1,759,677 2,507,942 1,741,672 2,591,557
Less :Operating Expenses
Marketing Expense - 2,100 2,100 2,100 2,100
Administrative Expense 368,000 466,698 744,620 737,960 738,730
Pre-Operation cost 601,516
Deprecation 74,258 74,258 74,268 64,998 64,998
Total Operating Expense 1,043,774 543,056 820,988 805,058 805,828
Income before Income taxes - 184,452 1,216,621 1,686,954 936,614 1,785,729
Taxes 30% - 55,336 364,986 506,086 280,984 535,719
Net Income/Loss - 129,116 851,635 1,180,868 655,630 1,250,011
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Revenue 1,626,368.40 3,416,094 3,756,293 3,821,373.90 4,542,401.70
Gross margin 768,968 1,569,894 1,881,893 1,529,374 2,339,202
Deprecation 74,258 74,258 74,268 64,998 64,998
Income before Income taxes - 274,806 1,026,838 1,060,905 724,316 1,533,374
Taxes 30% - 82,442 308,051 318,272 217,295 460,012
Net Income/Loss - 192,364 718,787 742,634 507,021 1,073,362
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Revenue 1,536,015 3,226,311 3,547,610.15 3,609,075.35 4,290,046.05
Gross margin 678,615 1,380,111 1,673,210 1,317,075 2,086,846
Deprecation 74,258 74,258 74,268 64,998 64,998
Income before Income taxes - 365,159 837,055 852,222 512,017 1,281,018
Taxes 30% - 109,548 251,117 255,667 153,605 384,305
Net Income/Loss - 255,612 585,939 596,556 358,412 896,713
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Increase in cost/expense
If the company‘s cost/expense increases by 5%, it will affect to our company‘s

net income as follow
Cost increase by 5% year1 year2 year3 year4 year5

Revenue
1,807,076 3,795,660 4,173,659 4,245,971 5,047,113
Less :Cost of goods
sold 900,270 1,938,510 1,968,120 2,406,600 2,313,360
Gross margin
906,806 1,857,150 2,205,539 1,839,371 2,733,753
Less :Operating
Expenses
Marketing Expense
2,100 2,100 2,100 2,100
Administrative
Expense 368,000 466,698 744,620 737,960 738,730
Pre-Operation cost
601,516
Deprecation
74,258 74,258 74,268 64,998 64,998
Total Operating
Expense 1,043,774 543,056 820,988 805,058 805,828
Income before Income -
taxes 136,968 1,314,094 1,384,551 1,034,313 1,927,925
Taxes 30% -
41,090 394,228 415,365 310,294 578,378
Net Income/Loss -
178,058 919,866 969,186 724,019 1,349,548
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Revenue
1,807,076 3,795,660 4,173,659 4,245,971 5,047,113
Less :Cost of goods
sold 943,140 2,030,820 2,061,840 2,521,200 2,423,520
Gross margin
863,936 1,764,840 2,111,819 1,724,771 2,623,593
Less :Operating
Expenses
Marketing Expense
368,000 2,100 2,100 2,100 2,100
Administrative
Expense 601,516 466,698 744,620 737,960 738,730
Pre-Operation cost
74,258
Deprecation
1,043,774 74,258 74,268 64,998 64,998
Total Operating
Expense 543,056 820,988 805,058 805,828
taxes 100,634 1,221,784 1,290,831 919,713 1,817,765
Taxes 30% -
30,190 366,535 387,249 275,914 545,330
Net Income/Loss -
130,824 855,249 903,582 643,799 1,272,436
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Revenue
1,807,076 3,795,660 4,173,659 4,245,971 5,047,113
Less :Cost of goods
sold 986,010 2,123,130 2,155,560 2,635,800 2,533,680
Gross margin
821,066 1,672,530 2,018,099 1,610,171 2,513,433
Less :Operating
Expenses
Marketing Expense
368,000 2,100 2,100 2,100 2,100
Administrative
Expense 601,516 466,698 744,620 737,960 738,730
Pre-Operation cost
74,258
Deprecation
1,043,774 74,258 74,268 64,998 64,998
Total Operating
Expense 543,056 820,988 805,058 805,828
taxes 57,764 1,129,474 1,197,111 805,113 1,707,605
Taxes 30% -
17,329 338,842 359,133 241,534 512,282
Net Income/Loss -
75,093 790,632 837,978 563,579 1,195,324
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Chapter 7 Summary
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Chapter 7
Summary
7.1 Background and Reason
Shoes are the device used to wear for walking. Its benefit is to prevent our foot
from contacting with various sharp objects. However, in view of other people who love
fashion, shoes are important accessories indispensable to show the identity of their
wearer especially the girls who love new fashion. Nowadays, shoes‘ store in front of
Mae Fah Luang University and Chiang Rai Rajabhat University has not much. In these
areas is not much progress yet, having few and small shops that not enough to encounter
with a lot of students. Therefore, we would like to offer them the better way adding
convenience and cost saving by opening a fashion shoes shop with a large collection of
good quality and cheap price shoes for students in major. In addition, this benefit also
causes to other people such as officers, and other occupations who love to keep up with
fashion.
7.2 Product and Service
There are a lot of women‘s shoes in our shop which are divided into categories
based on quality and price. We offer large selections of fashioned high heel shoes, basic
shoes, platform shoes, and etc. which came from the big stores and market in Bangkok
where a fashion city is and also importing the shoes from Korea and Hong Kong by
ordering the mass, through the website. In a good costume, clothing must be
corresponding with shoes. The best selection of shoes not only makes the wearer look
good, but also cause good personality and health as well. The Ladies‘ Shoes, we provide
guide service to all customers by our well-trained employees who have knowledge of
fashion and personality development.
P a g e | 159
7.3 Marketing
Marketing Mix
Product
The Ladies‘ Shoes offer large selections of fashioned footwear which

made from good quality materials such as leather and rubber, produced and
distributed from creditable company. Our products are classified into five
categories which based on quality and price. These five categories consist of
basic shoes, cut shoes, platform shoes, high heel shoes, and imported high heel
shoes.
Price
The Ladies‘ Shoes focus on the affordability of target customers who are
almost student. We use Leading price strategy – set the price as pleased
regardless the competitors how much will them set, no comparison. Thus, our
price will be cheaper than competitors.
Place
The Ladies‘ Shoes has 2 retail stores of fashion shoes locate at in front of
Mae Fah Luang University and in front of Chiang Rai Rajabhat University.
Promotion
The Ladies‘ Shoes use Vinyl poster to inform customers about our
information such as shop‘s name, shop‘s location, and what‘s new. The sale
promotion that The Ladies‘ Shoes offer to customers is Discount. 10 – 50%
discounts depend on different festivals such as Shop‘s Birthday, Christmas day,
New Year, Valentine‘s Day, and school opening period.
7.4 Production Process
Our business is a kind of retail business about women‘s fashion shoes. So, we
need to buy the shoes from manufacturers, wholesalers or other shoes stores to retail sell
again to the customers. Our business has suppliers who are the finder and provider of
P a g e | 160
products to our stores which they have two methods to find the products, first they go to
find and buy the products by themselves at Bangkok along the shopping areas by using
company‘s truck. Second, they find the product via the internet and select to buy the
product from websites.
7.5 Management Analysis
The Ladies‘ Shoes is small organization. Our organization management is an

informal organization structure that one person can do many functions that they can do.
We have to manage stock well because fashion products are out of date so quickly.
First-in first-out is the strategy that will use for manage our organization. We have all
six workers which consist of one manager, two cashiers, two sale representatives and
one supplier. Each department is responsible more over one task such as cashier can
help the sale representative to sell the product. So they have to learn the others tasks and
can help to take care of shop as well.
7.6 Risk Management
Risk can happen with every entrepreneur. The risk that The Ladies‘ Shoes is
high to face are possibly economic recession and changing in customer need. Because
of our business is fashion which change frequently and rapidly. Customers have many
choices to buy products. Many competitors have an effort to attract customers by
product differentiation. Not only those, the important risk for business is financial risk,
how the business can control cost, motivate the sale, and receive high profit or prevent
from lost. The manager of company should be the one who is creditable can control
financial well.
P a g e | 161
Reference
http://en.wikipedia.org/wiki/Shoes
http://www.shoeinfonet.com/about%20shoes/history/history%20your%20shoes/history
%20your%20shoes.htm
http://www.ryt9.com/s/oie/1053093
http://shoes4sales.blog.com/2010/10/16/%E0%B8%81%E0%B8%B2%E0%B8%A3%E
0%B8%9A%E0%B8%A3%E0%B8%B4%E0%B9%82%E0%B8%A0%E0%B8%84%
E0%B9%80%E0%B8%AA%E0%B8%B7%E0%B9%89%E0%B8%AD%E0%B8%9C
%E0%B9%89%E0%B8%B2%E0%B9%81%E0%B8%9F%E0%B8%8A%E0%B8%B1
%E0%B9%88/
http://www.ttisfashionbiz.com/component/content/article/19-fashion-accessories/514-
ciisiosfisisffleather.html
http://www.wholesale-dress.net/women-s-wedges-c2125
http://www.wholesale-dress.net/women-s-pumps-c2122
http://www.corehoononline.com/index.php?option=com_multisitescontent&view=articl
e&id=175:--1---&catid=20:2010-03-19-04-30-28&Itemid=25&site_id=Corehoon
http://www.thaipr.net/nc/readnews.aspx?newsid=2206EFD51ED25CE09046C3242B25
67A1&sec=all&query=U3Ryb25nIFRoYWlsYW5kIDIwMTJUaGFpIEtoZW0gS2hhZ
W5n
P a g e | 162
http://www.theinsider.com/news/2193013_Shoe_fashion_trends_for_Fall_2009_Winter
_2010
http://www.smashingmagazine.com/2010/09/27/fashion-websites-trends-interviews-
showcase/
http://reg.mfu.ac.th/registrar/statistics/RepStudent1.asp?acadyear=2553&maxsemester=
2&semester=2
http://www.davedolak.com/promo.htm
http://www.cmusedcar.com/%E0%B8%95%E0%B9%89%E0%B8%AD%E0%B8%87
%E0%B8%81%E0%B8%B2%E0%B8%A3%E0%B8%82%E0%B8%B2%E0%B8%A
2%E0%B8%A3%E0%B8%96%E0%B8%81%E0%B8%A3%E0%B8%B0%E0%B8%9
A%E0%B8%B0%E0%B8%9A%E0%B8%A3%E0%B8%A3%E0%B8%97%E0%B8%
B8%E0%B8%81%E0%B8%94%E0%B9%88%E0%B8%A7%E0%B8%99/M3853.htm
l
http://www.accasa.com/article/market14.html
http://ba.bu.ac.th/ejournal/MK/MK5_1/MK5_1.htm
http://www.site4business.com/index.php/entrepreneurresources/buy-business-articles/9-
buy-business-risk
http://www.mea.or.th/tariffbywork.htm
http://www.homeandi.com/content/c1295.html
P a g e | 163
Appendix
P a g e | 164
Company Limited Registration

According to the Civil and Commercial Code
Company Limited
Is that kind of company which is formed with a capital divided into egual shares, the
liability of the shareholders being limited to the amount unpaid on the shares
respectively held by them.
Establishment of Company Limited

To establish the company limited, shall process according to the following :
1. Must have at least 3 persons signing together in order to prepare Memorandum and
then register. Upon receiving the amount of shares, the director must register as the
company within 3 months from the date of company‘s meeting to establish the
company.
The promoters must have the following qualifications :

(1) Be ordinary person, not juristic person
(2) Be 12 years old or more
(3) Must reserve to buy at least 1 share
Information used to register the Memorandum

(1) Company‘s name (the same as the name reserved)
(2) Location of head office (located at which province)
(3) Objective of the company
(4) Registered capital must be divided into each share with the same value
(share‘s value must be at least 5 Baht)
(5) Name, address, age, occupation and number of shares that persons who start
up the company reserve to buy the shares)
(6) Name, address, age of 2 witnesses
2. When the Memorandum has been registered, shall perform the following:
(1). every promoter manages to reserve and buy all the shares
(2). When all the shares are reserved, the promoters must with out delay hold a
P a g e | 165
general meeting of subscribers which shall be called the statutory meeting.
3. Meeting agenda.
(1) The adoption of the regulations of the company, if any.
(2) The ratification of any contracts entered into and any expenses incurred by
the promoters in promoting the company.
(3) The fixing of the amount, if any, to be paid to the promoters.
(4) The fixing of the number of preference shares, if any, to be issued, and the
nature and extent of the preferential rights accruing to them.
(5) The fixing of the number of ordinary shares or preference shares to be
allotted as fully or partly paid-up otherwise than in money, if any, and the amount up to
which they shall be considered as paid-up.
The description of the services or property in return for which such ordinary
shares or preference shares shall be allotted as paid-up shall be expressly laid down
before the meeting
(6) The appointment of the first directors and auditors and the fixing of their
respective powers.
No resolutions of the statutory meeting are valid unless passed by a majority
including at least one half of the total number of subscribers entitled to vote, and
representing at least one half of the total number of shares to such subscribers.
4. The promoters shall over the business to the directors.
5. The directors shall the respond cause the promoters and subscribers to pay forth
with upon each share payable in money such amount, not less than twenty-five percents
of the share's value.
6. When the collection of share‘s price is complete, the authorized director shall
prepare the request for the registration of company‘s establishment and submit to the
registrar.
Regarding the submission for registration, the authorized director shall sign the
name on the request and must submit to register within 3 months from the date of
company statutory meeting. If not registered within the specified period, the company
statutory meeting shall be void and if would like to register to establish the company,
shall arrange the meeting for persons who reserve to buy the shares again.
P a g e | 166
3. Regarding the company establishment, if can perform every step as follows within
the same day that the promoters prepare the Memorandum, and the director can request
to register the Memorandum and register the company within the same day.
(1) Shall have the persons reserve to buy all the shares that the company can be
registered.
(2) Arrange the meeting to establish the company to consider various affairs
according to the Civil and Commercial Code, section 1108, and all the persons who
start up the company and all the persons who reserve to buy the shares shall attend the
meeting, and all of them shall agree in the affairs in the meeting.
(3) Persons who start up the company assign all the affairs to the director.
(4) The director call the person who reserves to buy the shares to pay the shares
according to the Civil and Commercial Code, section 1110, section 2 and such share‘s
price has already been paid.
Registration
the Company limited‘s registration shall be divided into 2 steps as follows:
1. Registering the Memorandum.
2. Registering the company limited‘s establishment
The registration of the modification / change or liquidation of the company limited
In case that the company limited agrees to modify or change any registered
transactions or the shareholders would like to liquidate the business, shall request for
the registration of the modification / change of such transactions or registration of the
company‘s liquidation at the company and partnership registration office that the head
office of the company is located on.
The registration to establish and modify any transactions shall be performed according
to the method and criteria specified by the law and the government‘s rules.
Registered Transaction that the Company has to register to Modify or Change
1. The modification or changing of memorandum before the company‘s
establishment.
2. Extraordinary resolution to
(1) Increase capital
(2) Decrease capital
(3) Merge the company
P a g e | 167
3. The Company‘s merger.

4. The modification or change of memorandum of association after the company‘s
establishment
5. Capital increase
6. Capital decrease
7. Regulation‘s modification
8. Director
9. Number or name of authorized directors
10. Location of head office and / or branches
11. Company‘s seal
12. Other transactions that should be publicized
Place for Registration (the same as partnership)
Registration Procedure
1.Submit in person can perform according to the following :
(1) In case of registering for the establishment or changing the company‘s name,
the persons who start up the company or company‘s director shall request for verifying
and reserving the company‘s name to confide that such name is not duplicated or
similar to other names pervious registered. Upon reserving the name, shall request for
the registration of memorandum of association within 30 days by reserving the name in
person or via internet at www.dbd.go.th .
(2) Purchase the request and form from the Department of Business
Development or any of 7 business development office or provincial business
development office or download from internet from www.dbd.go.th .
(3) Prepare the request for registration and other attachments to the registrar for
consideration.
(4) Pay the fee according to the officer‘s order
(5) If aiming to issue the certificate of registered transactions, shall submit the
request and pay the fee to the officers.
(6) Receive the certificate of registration.
P a g e | 168
2. Steps for registering partnership and company via internet (see the steps in
partnership)
Criteria of Signing the Signature on the Request for Registration
(1) The signature in the request and the attachments, the person shall sign by him /
herself.
(2) The signature in the request, the person shall sign in front of the registrar and
demonstrate the ID card to the registrar for verification.
In case that the person cannot sign the name in front of the registrar, the person who
request shall sign the name in front of the following person :
2.1 In case of signing in the country
(1) Administration Officer or Senior Police in the area of the person who
requests.
(2) Member of Thai BAR or
(3) Other persons as notified by the central registrar are
- Certified Public Account
- Committee member or officer of the Thai chamber of commerce or
provincial chamber of commerce who can certify the signature of persons who request
for the registration of partnership / company with the head office located in the province
that the Chamber is located according to the notification of the Central Partnership
Registration Office.
2.2 In case of signing in foreign countries
(1) Authorized officer of the Thai embassy or consulate, or head of the office
under the Minister of Commerce responsible for the operations in any country or other
officers authorized to perform on behalf of such abovementioned person
(2) Person who can completely certify according to the law of that country and
(3) 2 Reliable persons who can certify in front of the registrar that the signature
is such person‘s signature.
Duties of Company
(1) The company limited must prepare the financial statement once a month in every
12 months and at least one auditor shall audit to propose to the ordinary shareholder‘s
P a g e | 169
meeting to approve the financial statement within 4 months from the closing date, and
submit the financial statement to the business information service office, department of
business development, or any provincial business development office within 1 month
from the date of financial statement‘s approval although such businesses have not yet
been started or have not ceased temporarily; otherwise, they shall have the fine penalty
of no more than 50,000 Baht.
(2) The director shall prepare the copy of list of all shareholders‘ names that are
holding the share at the time of the annual shareholders‘ meeting and the list of persons
who are not the shareholders from the date of the last shareholders‘ meeting and submit
to the department of business development or any provincial business development
office within 14 days from the date of the meeting; otherwise, they shall have the fine
penalty of no more than 10,000 Baht.
(3) Must arrange the annual shareholders‘ meeting within 6 months from the juristic
person‘s registration date, and arrange the next meeting of at least one time for every 12
months; otherwise, they shall have the fine penalty of no more than 20,000 Baht.The
invitation for the shareholders‘ meeting shall be advertised on the local newspaper for at
least one time of at least 7 days before the meeting date, and shall send via reply mail to
every shareholder named in the company‘s registration for at least 7 days before the
meeting date, except the invitation for the shareholders‘ meeting to vote for the
extraordinary resolution shall be sent for at least 14 days before the meeting date.
(4) Must prepare share certificate to the company‘s shareholders; otherwise, they
shall have the fine penalty of no more than 10,000 Baht.
(5) Must prepare the book of shareholders‘ registration of the company; otherwise,
they shall have the fine penalty of no more than 20,000 Baht.
(6) Any companies that relocate the location of head office must request for the
registration to the registrar; otherwise, they shall have the fine penalty of no more than
20,000 Baht.
In case that the juristic person does not submit the yearly financial statement as
specified by the law, such juristic person has offense, and the managing director or
authorized director on behalf of the juristic person shall also have the offense too.
P a g e | 170
Businesses that the Law specifies the period of time of submitting the registration
1) Request for registering the company‘s establishment shall be submitted within 3

months from the date of company‘s establishment.
2) Request for registering the appointment of new directors or the resignation of
directors shall be submitted within 14 days from the date of appointment or date of
resignation
3) Request for registering the extraordinary resolution of capital increase or capital
decrease of the company limited or the company‘s merger shall be submitted within 14
days from the extraordinary resolution date
4) Request for registering the new regulation or modification of the company
limited‘s regulation must be submitted with 14 days from the extraordinary resolution
date
5) Request for registering the company‘s merger shall be submitted within 14 days
from the date of merger
6) Request for registering the company‘s liquidation shall be submitted within 14
days from the liquidation date
7) Request for registering the change of liquidator shall be submitted within 14 days
from the date of change
8) Request for registering the modification of liquidator‘s authority shall be
submitted within 14 days from the date that the meeting has the resolution or the court
has the decision
9) Request for registering the completeness of the company‘s liquidation shall be
submitted within 14 days from the date that the meeting has the resolution
10) The submission of the report of partnership‘s liquidation shall be submitted
every 3 months and the liquidator shall submit the report within 14 days from the date
that the 3-month period expires.
P a g e | 171
Fee Rate for Registering Company Limited
Registration Company Limited Baht
1. Registering the memorandum of association 500.-
1.1 Registered capital of no more than 1,000,000

50.-
Baht
1.2 Every 100,000 Baht of the increase of

registered capital
50.-
(fraction of 100,000 Baht shall be counted as
100,000 Baht)
1.3 Registered capital of more than 50,000,000

25,000.-
Baht
2. Register for company limited‘s establishment 5,000.-
2.1 Registered capital of no more than 1,000,000

500.-
Baht
2.2 Every 100,000 Baht of the increase of

registered capital
500.-
(fraction of 100,000 Baht shall be counted as
100,000 Baht)
2.3 Registered capital of more than 50,000,000

250,000.-
Baht
3. Registering the company‘s merger 5,000.-
4. Registering the medication 250,000.-
4.1 Registering the extraordinary resolution

(capital increase / capital decrease / company‘s 400.-
merger)
4.2 Registering the capital increase

(calculate according to every 100,000 Baht of 500.-
the increase)
(Increase for more than 50,000,000 Baht) 250,000.-
4.3 Registering the capital decrease 400.-

P a g e | 172
4.4 Registering the modification of every clause of

the memorandum 400.-
of association
4.5 Registering the modification of every clause of

400.-
the regulation
per
4.6 Registering for new directors 400.-
person
4.7 Registering for partners‘ resignation (no limit) 400.-
4.8 Registering the modification of directors‘

400.-
authority
4.9 Registering the change of location of head

400.-
office and / or branches
4.10 Registering the modification of seal 400.-
4.11 Register other transactions that should be

400.-
publicized
5. Registering the company‘s liquidation 400.-
6. Registering the change of liquidators 400.-
7. Registering the modification of liquidator‘s power

400.-
and authority
8. Registering the modification of liquidation office 400.-
9. Registering the completeness of liquidation 400.-
Source: (development 2010)

P a g e | 173
อัตราการชาระภาษีป้าย
ป้าย หมายความว่า ป้ายแสดงชื่อ ยี่ห้อ หรือเครื่องหมายที่ใช้ในการประกอบการค้า หรือประกอบกิจการอื่น ๆเพื่อหา

รายได้ หรือโฆษณาการค้า หรือกิจการอื่นเพื่อหารายได้ ไม่ว่าจะแสดงหรือโฆษณาไว้ที่วัตถุใดๆ ด้วยอักษร ภาพหรือ
เครื่องหมายที่เขียน แกะสลัก จารึก หรือทาให้ปรากฏด้วยวิธีอื่น
ขั้นตอนการชาระภาษีป้าย
1. การยื่นแบบแสดงรายการเพื่อเสียภาษี
การ ยื่นแบบแสดงรายการเพื่อเสียภาษี ผู้เป็นเจ้าของป้ายหรือผู้ครอบครองป้ายจะต้องยื่นแบบ ภ.ป.1 ภายใน
วันที่ 31 มีนาคม ของทุกปี กรณีที่ติดตั้งป้ายใหม่หรือเปลี่ยนแปลงข้อความของป้าย จะต้องยื่นแบบ ภ.ป.1 ภายใน 15
วัน นับแต่วันที่ติดตั้งใหม่ หรือที่เปลี่ยนแปลงข้อความของป้ายใหม่
2. การชาระเงินค่าภาษี
2.1 ผู้เป็นเจ้าของป้ายหรือผู้ครอบครองป้ายต้องชาระค่าภาษี ภายใน 15 วัน นับแต่วันที่ได้รับแจ้งการประเมิน
2.2 กรณีที่เจ้าของป้ายยื่นแบบ (ภ.ป.1) แสดงรายการไว้ถูกต้องครบถ้วนและพนักงานเจ้าหน้าที่ได้ตรวจสอบ
แล้วถูกต้อง จะแจ้งการประเมินและชาระภาษีในวันที่ยื่นแบบฯ ได้
3. อัตราค่าภาษีป้าย
ป้ายประเภทที่ 1 หมายถึง ป้ายที่มีอักษรไทยล้วน ให้คิดอัตรา 3 บาท ต่อ 500 ตารางเซ็นติเมตร
ป้ายประเภทที่ 2 หมายถึง ป้ายที่มีอักษรไทยปนกับอักษรต่างประเทศ หรือปนกับภาพและเครื่องหมายอื่น ให้คิด
อัตรา 20 บาท ต่อ 500 ตาราง เซ็นติเมตร
ป้ายประเภทที่ 3 หมายถึง (ก) ป้ายที่ไม่มีอักษรไทย ไม่ว่ามีภาพหรือเครื่องหมายใด ๆ หรือไม่ หรือ (ข) ป้ายที่มี
อักษรไทยบางส่วนหรือทั้งหมดอยู่ใต้หรือต่ากว่าอักษรต่างประเทศ ให้คิดอัตรา 40 บาท ต่อ 500 ตารางเซนติเมตร
เมื่อคานวณพื้นที่ของป้ายแล้วถ้ามีอัตราต่ากว่าป้ายละ 200 บาท ให้เสียค่าภาษีป้ายละ 200 บาท
4. การไม่ยื่นแบบและชาระภาษีภายในกาหนด
- ผู้เป็นเจ้าของป้ายรายใดไม่ยื่นแบบภายในกาหนดจะต้องเสียเงินเพิ่มอีกร้อยละ 10 ของค่าภาษี
- ผู้เป็นเจ้าของป้ายรายใดไม่ชาระเงินค่าภาษีภายในกาหนด จะต้องเสียเงินเพิ่มอีกร้อยละ 2 ของค่าภาษี
- ผู้มีหน้าที่เสียภาษีจะต้องแสดงหลักฐานการเสียภาษีป้ายไว้ ณ ที่เปิดเผยในสถานประกอบการค้า หรือประกอบ
กิจการ
http://www.colourart2001.com/index.php?lay=show&ac=article&Id=280048&Ntype=5
P a g e | 174
Project Feasibility Study and Evaluation
1203302
The Ladies’ Shoes Company Limited
Present to
Aj.Chaiyawat Thongintr
Presented by
Member group
1. Miss Araya Rojjanatranon ID: 5031203034

Email: usahana2@hotmail.com Tel. 082-1892879
2. Miss Wichanut Rungroat ID: 5031203142

Email: bolin_sray1412@hotmail.com Tel. 082-0295052
3. Miss A-porn Nantanoi ID: 5031203152

Email: atom152@hotmail.com Tel. 085-6213578
4. Miss Pimpilai Chaiyatep ID: 5031203164

Email: buzz-burro@hotmail.com Tel. 087-1763227
5. Miss Wansiri Wonglaongpakdee ID: 5031203170

Email: marboro_z@hotmail.com Tel. 085-2129003

The Ladies&#39; Shoes Co.,Ltd

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This Project is a part of 1203302 Project Feasibility Study and Evaluation

This project is useful to everyone who interested to get knowledge and

Miss Araya Rojjanatranon

Miss Wichanut Rungroat

Miss A-porn Nantanoi

Miss Pimpilai Chaiyatep

Miss Wansiri Wonglaongpakdee

4.2.3 Equipments and Tools ..............................................................................103

1.1. Background and Significance of the project

Chiang Rai is part of Economic Quadrangle Cooperation. The general trading

University, and Rajamangala University of Technology Lanna Chiang Rai. We focus on

1.2. Project Objective

• To measure the possibility of a fashion footwear business project

1.3. Benefits of Project

• Learning the opportunity of new business

1.4. Activities / Time Frame

November December January February

Activities Week Week Week Week

- Define background of project

3. Study the industry profile

- Analyze production and operation

Chapter 2 Industry Profile

2.1 Nature of Industry

In its first form the shoe was

The sandal still is the most generally worn

The Japanese, long a sandal wearing

The Greeks emphasized design

Through all this

In 1845 the first machine to

In 1858, Lyman R.Blake, a

Even when McKay had perfected the machines,

McKay issued "Royalty

This unique service was used in the

Invention as a product of continuous research has progressed at an almost

2.2 Situation of Industry

As a whole in 2010, exports of footwear and leather goods was expected to

In 2010, shoe is expected to import up to 40.1% from the year 2009.

Summary and Tendency

Production situation in 2010 compared to 2009 is expected to increase in all

Consumption behavior of fashion clothing and footwear

2.3 Product and Service

Figure 2.1 Fashion shoes‘ shop

2.3.2 Product sample

In a good costume, clothing must be corresponding with shoes. The best

Figure 2.2 Guide service by The Ladies‘ Shoes

To be the leader of fashion footwear business in Chiang Rai

2.6 Business Strategy

2.6.1 Corporate level

2.6.2 Business level

As mentioned that we offer large selections of fashioned footwear. There

2.6.3 Functional level

 Determine scope of business or scope of marketing

 Identify capital structure and finding fund

Human Resource Management

 Recruiting and selecting of qualified persons

 Offering and serving the best value for customers

Chapter 3 Market Feasibility Study

Market Feasibility Study

3.1 Marketing Analysis

3.1.1 General Environment Analysis

Political situation in Thailand is quite lack of stability in the present. Can

But today's political situation (December, 2010) is considered better. No

Although political situation in Thailand is lack of stability but this

The Ladies' Shoes Co.,Ltd

The Ladies' Shoes Co.,Ltd