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Preface
Team prepared hope that this issue business plan all about sweet company will
advantage with the people interest in business food group kind of dessert for the way in
decision making business.
Team Prepared
Infinity Team
Excusive Summary
Nowadays, the rate of consumption in Thai dessert is increasing in Thailand.
Now healthy trend is occurring and the customer has less choice of Thai dessert too low
calories – high calcium which is very popular so Thai dessert is an interesting business so
Thai dessert business is more interesting. From the researching the product; All About Sweet
product ides to meet the need of consumer with different needs and all products of the
company is making a difference by selecting high quality raw material. All about sweet shop
is set up Bangkae area at Bangkok near department store and community. The reason for set
up in Bangkok because of after search for information found research in year 2009 of
National Statistical Office showed that households in this Bangkok area earned on average
37,732 baht per month. The shop and manufacturer are in near together for convenience to
logistics. The industry of Thai dessert is growing continuous and the new trend of dessert is
gaining a popularity ingredient that is more beneficial to health the product. Our company
must be increase channel distribution and concentrate process for increase quality product’s
develop and flavor product for accept trend of customer. . So build acknowledge and
confidence to customer not less than 20 % in year 2011, want net profit rate of circulation
increase not less than 5% per year and want market share of freeze dessert 10 % in year 2011.
In the expected the enlarge product line to 2-3 line in year 2014 and enlarge distribution
channel in year 2014. The company has strategy in business for aim at successful in
organization follow as corporate strategy, business strategy, competitive Advantage and
functional Level Strategy and analyze the market by using PEST analysis, competition by
using 3C analysis SWOT analysis and five forces model. Therefore our company has both the
direct competitors and indirect competitors. All about sweet company consider in external
and internal of our company that external risk are competition in the market However the
market size business rapid growth all the time in 5 years by rate 30% per year by using STP
analysis. The company has two ways are sale in our shop and distributer. Distributers,
customer can buy our product at the 7-11 in over Bangkok. the reason that All About Sweet
choose 7-11 (seven – eleven) are can provide tasty, exquisitely, clean, and high quality of
Thai dessert within time that we specify and has branch around country. All About Sweet
concerns more about customers satisfy so we try to find the options which enhance customers
satisfy. . In addition, we give precedence about employees within our organization because if
we have a good person to work in a right position, the business can reach to achievement.
All About Sweet
There are many cost of investment to do business: All About Sweet borrow money
25,000,000 Baht, interest rate is 11% per year which referent from The Siam Commercial
Bank, Period of credit is 5 years, and Interest expense is 543,560.58 Baht per month.
The total cost of pre operating cost is 42,025 Baht and the total depreciation cost
is446, 700 per year. Administration cost of All About Sweet consist of water, electricity,
telephone cost, salary, rental fee, maintenance, licensing fee, equipment, miscellaneous
expenses, signboard fee. Cost of water and electronic increase continuously because sale
increase.
All About Sweet
Content
Content Page
Chapter 1 (Introduction) 1
Background and Significance 2
Objective 4
Benefit 4
Operation Methods 5
Time Frame 6
Conclusion in Chapter 7
Chapter 2 (Industry Profile) 8
Nature of Industry 9
Situation of Thai desserts Industry 11
Product Description 13
Vision 14
Mission 14
Strategy plan 14
Conclusion in Chapter 19
Chapter 3(Market feasibility study) 20
Market Analysis 21
Competitor analysis 28
Customers Analysis 33
Competitive Analysis 42
CHAPTER 1
INTRODUCTION
All About Sweet 2
CHAPTER 1
INTRODUCTION
All about Sweet company arising from our ideas. Thai desserts simple to made. To
many different forms, colorful appetizing focus on the health of consumer is important. There
are also patterns for a variety of strange. Sweet fresh milk is the alternative of a new
generation of health care. But do not abandon the uniquely Thai.
Sweet, fresh milk arising from healthy trend has grown rapidly in the present.
Consumers are looking for products that are popular. At the same time, it must be healthy.
Dessert is usually the one many people wanted to savor the sweet taste delicious, but
still worried about myself. When consumed, they will gain weight or not. It generally a sweet
often side by side with coconut milk consumption; which high calories; it also has fat in it.
Replace coconut milk with fresh milk. The solution of the consumers who love healthy; milk
is the best way to consumer because it has low calories. They also contain calcium, too.
From the researching the product, as a result, All About Sweet product ides to meet
the need of consumer with different needs, such as crisp pomegranate with milk, Bualoy taro,
and Mixed sweets with milk, all products of the company is making a difference by selecting
high quality raw material such as we choose to use of sugar fructose for sweeteners instead of
sugar and use milk instead of coconut milk etc. the selection of high quality raw material they
need is to give consumer the nutrients are most useful when you eat sweet, while its impact
on the health of consumer as little as possible.
The selection of fructose replaces sweetness of sugar because fructose can consumer
by diabetes mellitus customer. Using milk instead of coconut milk is processed for food
production can be even more diverse. That is the requirement of the Health Promotion Fund.
The Health Promotion Fund need to focus on eats more milk. In addition, the company’s
All About Sweet 3
products to meet the increase in choices for consumer who want to avoid the amount of
calories from eating.
All about sweet shop is set up Bangkae area at Bangkok near department store and
community. The reason for set up in Bangkok because of after search for information found
research in year 2009 of National Statistical Office by the result of the 2009 survey showed
that households in this Bangkok area earned on average 37,732 baht per month. The major
source of earnings 77.7% was from economically activities such as wages and salaries 55.6%,
followed by net profit from non-farm business 21.6%, and net profit from farming 0.5%.
Income from economically inactive was mainly from assistance from other persons outside
the
household or from the government 6.3%, followed by income from asset and property rental
such as interest receipt 2.6%. The other source of earning was from assistance in term of
welfare/goods and services 12.9%
And during the 2009 survey, household in the Greater Bangkok Metropolitan Area (including
Nonthaburi, Pathum Thani, and Samut Prakan) spent on average 27,988 baht per month, or
approximately 74.2 percent of their income. By this amount, 88.2 percent was spent on
household consumption, 30.2 percent of household consumption was spent on food,
beverages and tobacco
All About Sweet 4
According from information that is All about sweet company decision to set up at Bangkok
and reason one for set up Bangkae area because in this area has the most many population in
Bangkok is 193,478 people
(source:http://203.155.220.217/pipd/07Stat(Th)/Stat(th)52/00_index/index_2552.pdf)
And have big super store 2 place; its mean has more expenditure in this area.
- To be feasibility study on investment project about Sweet fresh milk at Bangkok province.
All About Sweet 7
Conclusion
healthy trend is occurring and the customer has less choice of Thai dessert too low calories –
high calcium. In Bangkok or anywhere, there are Thai desserts for relaxing where are
patronized by local citizens and foreigners which is very popular so Thai dessert is an
interesting business so Thai dessert business is more interesting. In Bangkok, there are many
dessert shops; direct and indirect competitors. From the researching the product, as a result,
All About Sweet product ides to meet the need of consumer with different needs and all
products of the company is making a difference by selecting high quality raw material. The
selection of high quality raw material they need is to give consumer the nutrients are most
useful when you eat sweet, while its impact on the health of consumer as little as possible.
All about sweet shop is set up Bangkae area at Bangkok near department store and
community. The reason for set up in Bangkok because of after search for information found
research in year 2009 of National Statistical Office by the result of the 2009 survey showed
that households in this Bangkok area earned on average 37,732 baht per month. All About
Sweet is running business as a shop and distributer who provides a special Thai dessert as
well as catering to meet customer requirement. The shop and manufacturer are in near
together for convenience to logistics. In addition, All About Sweet regarding market factors,
competitive factor and environment factors to reach customer, and also concerning about
management to make profit and effectively efficient operation. There are many objectives of
All About Sweet project such as study market feasibility and market problem, environment
competitive analysis, finance feasibility, and the way to upgrade the Thai dessert to be a high
position or more popular as same as Bakery shop. The benefit of the project are knowing
about market, demand and the marketing problem, the environment competitive analysis,
finance of Thai dessert business, and the way Thai dessert can compete with bakery.
All About Sweet 8
CHAPTER 2
INDUSTRY PROFILE
All About Sweet 9
CHAPTER 2
INDUSTRY PROFILE
When call to “dessert” a mean may be difference in thinking each person. Desserts
have various form and taste, role of dessert will to be a happy, colorful, freshness, love
though a fortune that general tell dessert is pair with children but dessert has in the way of life
of all genes, age in period of time in life.
In someday, dessert use in sweetness after meals and use to between meals edible
including munchies in spare like a dessert is a part to support happy with life. In important
time, dessert has role in contract to something that fortune or though in funeral that extra of
distress, dessert which role to be a agent send goodwill to lose person, therefore dessert
which agent of think, believe, culture and meticulousness of art that has in each area.
Thai focus with arrangement tray of food since ancient specific in arrangement tray of
food in festival and ceremony because of food take for celebrate in garland ceremony such as
wedding ceremony and meat dish compose Chinese snack, vermicelli for show to alive
together in long time of spouse and dessert have name “thong” word such as thong yip, thong
yot, thong ek, foi thong for rich money khanom thuay fu, khanom chan for prosper in life and
progress
China traditions believed too, but communicate follow to favor and art of cooking.
Chinese which use symbol of circle, sphere for mean of smooth life and always has food is
kanom ei (characteristic same bualoy boil in sugar don’t put coconut milk) that will dry color
of flour to pink color for propitiousness by put en egg to dessert same to egg poached in
sweetened water and use kanom tian for communicate to cleverness and good intelligence
and kanom keng communicate to strongly and stable
But, however in any the nation and any language that something meets same is
“sweetness” which all dessert has component of sugar to support in good taste and in
intensity one quantity, sugar can use preserve food also
From fraction left of manufacture main but if entrepreneur lack knowledge in side of develop
product make to lose money, time and opportunity to open in new market
give consult and develop new product follow by principle of food science all of brainstorm,
recommend strategic for entrepreneur in industry Thai dessert for improve quality together
with build potential competition by aggregate factor for increase ability in industry all side
such as evaluation keep and increase time period for keep Thai dessert by Asst Prof Dr.
Rungnapa Phongsawatmanid department of develop product, school of agro-industry,
Kasetsart University offer the food that easy rancid begin of processing packing or changing
occur between preserve o and state of preserve or shipping may be make to quality of food
depreciate to level insecure or expire, for the advantage formulation of keep age will help to
customer consider about time for buy product when the product stand of good quality or help
of shop formulation should will how long set down the product in shelve.
For the factor have an effect on age to preserve and mechanism lose has extreme of
relation, therefore knowledge about mechanism lose will bring to identification factor which
have an effect on right of age in keeping the product for factor effect with age
Preserve such as kind of dessert and material quality, component, formula and product
structure including microbe has in nature or microbe left and the product has high water
activity (quantity of water to use) all of manufacture lack of carefully in contaminate from
people and environment make to high of contaminate in product
The way for extend expiration date of product, majority will involve with
manufacturing process for has contaminate less and improve dessert formula by use
substance mix food that help bind water for reduce quantity of water that to use and improve
packaging for extend expiration date and attention of microbe will effect on extend expiration
date and sanitarian manufacture follow GMP including develop packaging by these initial
way will help increase time in long term of extend expiration date that important part in
increase ability of competition in market more and more
Moreover, these project has recommend to the way for select packaging Thai dessert
by Mrs.Sineenard Chariyachotilerd, Packaging Technology Department, school of agro-
industry, Kasetsart University offer Thai dessert have various form, therefore the selection for
packaging must have various also by producer attention how do to respond for packaging to
customer including attention for manufacturing cost for competition moreover, packaging
role part of communicate between producer and buyer by will give information to customer
or help promote sales, therefore the selection for packaging of Thai dessert will must use
packing ware that can keep product quality and respond customer in side of convenience
together with promote image of Thai dessert that see beautiful together.
“Nowadays there will ware in various form such as paper, plastic, can metal that has
beautiful color which attention from buyer despite that sometime the product don’t taste or
delicious in difference but for the design of ware or packaging will part to build of image and
identity which producer of Thai dessert should be attention.”
All About Sweet 11
Overview of the dessert market both in the present and the future remains
development. New report of the Association of the U.S. National Confectionery [NCA].
Indicate that the new trend of d that is gaining popularity ingredients that is more beneficial
to health. The finished dessert business has a tendency in the long term, because they are not
eating each other to find a general some find eating difficult. In the industrial system. The
Government particularly the Department of export promotion is fully supported.
To get a dessert, clean, hygienic standard.
Asian markets finished desserts are the growth rate of about 5.7 percent. Japan has the
highest market value of 44.3 percent, China 26.1 percent, South Korea 7.4 percent and India
3.9 percent. The market for finished desert market year 2551 with total market value in more
than 10,000 million baht. Since the current consumption of desserts for Thai people is around
700 grams per person per year, Such as U.S. average 1400 grams per person per year.
England is average of 1000 g per person per year. Vietnam is the average 2000 grams per
person per year. Finished dessert market can to expand in the future but with the current
economic slowdown. Then consumer spend and healthy food choices, the more useful
products. Manufacturers should look for channel marketing and to adapt to current changes in
consumer behavior.
The consumer behavior change on the health trend, especially among working men
and women in health care, and attention to shape. Resulting in personal care products become
so popular today. Although this type of finished dessert still does not account for much but
with popularity and coupled with growth potential. It is an opportunity for manufacturers to
turn to expand their portfolios to accommodate this group more. To offset the slowdown in
sales of products that use sugar as an ingredient.
The slowdown in the economy, The direct impact of income and purchasing power of
the consumer slowdown. So as to purchase various consumer goods. Consumers have more
discretion about dessert. A product that might be affected more than other types of product
needed, so manufacturers should product quality products. Look for channel marketing.
Focus on the consumer to see and understand the ingredients that are useful in the product for
to differentiate from competitors. And motivate consumers.
All About Sweet 12
This age people tend to eat anything that is not often a difficult time easy to use
categories that are easy to eat frozen food and savory food is popular with young people
which especially in the apartment. Although prices are more expensive than non frozen
matter. Macro-oriented issues of interest to contribute to the growth of the industry as a sweet
package. Expansion of the retail business that particularly hypermarkets (Tesco Lotus,
Carrefour, Big C, etc.) occur rapidly to form products. Food is development and marketing
avenues such as faster frozen desserts. The increase of people who are causing the demand
for health care products to health food. [Food Terminal Function Foods]
Significant impact on the type and quality of products and the industry begins to
change the structure of various factors, such as increase anxiety and health care to alert Thais
to choose foods diet. Macro Bio-logistics (Macrobiotics) Vegetarian health food has been
more popular. Although the market is not very big as European consumers but also to the
high concentration. Demand for health food is expensive group and convenient consumption.
Changes in consumer behavior provide investors turned to food production and food ready to
eat frozen growing.
www.positioningmag.com/prnews/prnews.aspx?id=81978
www.industry.go.th
All About Sweet 13
Thai desserts have passed a long history in Thailand, once they were praised about their
deliciousness and elaborate creating in a king’s rhyme. Some of them are easy to cook, but has a
wonderful flavor. Bua Loy or the little balls in the pot are made of taro, rice, or yam paste, cooking in
syrup. They are served with lightly sweetened milk, and sometimes an egg poached in syrup. It tastes
much better than it sounds, trust me. This menu is Thai Vegetarian and Thai dessert. It’s easy yourself
for cooking at home but has a wonderful flavor. You can this menu in Kin-Jay festival. For ingredient
are including with Sticky rice flours, taro, sugar, salt, palm sugar, and the whole milk. And equipment
for make this menu it is most equipment is available in normal household already. (Taro Balls in
Coconut Milk is Bua Loi Phuak Thai Vegetarian Dessert , 2010)
Crisp pomegranate is a desert that eats every season. Most popular in the summer because
sweet and delicious eating, its heat release. This is consisting of bright red and pink pomegranate.
When chewed you will get a test of truffle and syrup; made from sugar with the jasmine floating.
Description of product the crisp pomegranate with milk is a sweet Thai flavor is sweet like many
people, water chestnut with syrup and milk must be mixed with the sweet taste of fresh milk
delighted. Take care and quality of ingredients and more. Materials will be used to emphasize the
freshness. Major confectionery, containing the same cannot lose. For materials used in making water
chestnut with syrup and milk includes the main mixed meat diced water chestnut, flour, water, red,
sweet, whole milk, sugar, salt, and sugar syrup, jasmine etc. Selection of raw materials such truffle
that is a truffle with syrup and milk it must add a big because to make a delicious dessert and the
equipment to do it. Most equipment is available in normal household already.
And the last product of our business is KhanomWan Ruam Mit or Mixed Sweet Dessert. It is
a sweet concoction of mixed treats. KhanomWan Ruam Mit is in soup/ pudding categories. The most
people know this dessert in Khanom Wan Ruam Mit name. This is one of the most menus in the
summer and eats every season. It’s easily to cook by you at home. The ingredients are fructose sugar,
whole milk, Singapore Lod Chong, jackfruit, Klong Klang, Floating jasmine water. For preparing step
the most of equipment are available in normal household already.
Source: http://kin-jay.blogspot.com/2006/06/taro-balls-in-coconut-milk-is-bua-loi.html
http://www.foodbuzz.com/recipes/1745556-taro-rice-flour-balls-in-coconut-milk-bua-loi-
phueak-
http://www.asiarecipe.com/thaidesserts.html#Thai
All About Sweet 14
Leadership landward with dessert’s by standard process and low calories product but
high calcium for respond to customer.
2.5 Mission
1. Build acknowledge and confidence to customer not less than 20 % in year 2011
2. Want net profit rate of circulation increase not less than 5% per year
Strategy plan
All about sweet shop has strategy in business for aim at successful according to the
target of business by has strategy to use in organization follow as
Corporate strategy that the company is All About Sweet selection strategy focused on
growth (Growth Strategy) by focusing on growth strategies. To increase in sales. And get a
market share higher with a focus on internal growth (Concentration); which is expanding and
growth from existing product lines. Which is used in the horizontal growth strategy by
expanding the product line will be sweet. Which is a product that the shop specializes in
producing it to have more diversity. To meet the needs of consumers in today's most the use
of knowledge resources and marketing efforts more. Since the original product's candy store,
All About Sweet 15
you have the potential of smart growth is already true. The expanded product line will
provide the distribution channels to reach consumers at the most.
Business strategy at All About Sweet company opted for an edge on the competition
and to make a difference. It produces and distributes consumer goods can be made aware of
the different products. By we have a wide consumer want to strive for market share from
existing competitors. As well as create awareness and product acceptance by consumers.
(Strategic operations)
Source: http://www.marketingteacher.com/lesson-store/lesson-generic-strategies.html
All About Sweet company has put its strategy in the administration. The company has
held various organizations to work accordingly and to reduce the complexity of the work of
each department. Company focused on developing the tests and selection of quality raw
materials to meet the need of consumer can be divided into.
1. Generating a role in maintaining the quality of the production line both in terms of
control, clean taste to follow the standards from raw material selection process,
production process, product quality and waste control.
All About Sweet 16
• Marketing
• Finance
Source: http://www.quickmba.com/strategy/levels/
All About Sweet 17
Duties Strategy
When we will run the business about the food production we should learn about the
food act and rule that related with preparation or improvement the place for producing to
clean and standard; so it’s the important factor to the quality of food and safety.
Because food industry in Thailand will start from small production some company it
expands to factory. Therefore they may be improvement the process to relate with rule of
GMP and HACCP. The executive has the duty for decided to improved in necessary part
include with the budget besides to support to operating of HACCP system of team such as
support training, consider to resolving the problem and a the leader should push forward for
all employees realize for safety of product to consumer. So the executive
has the important role for develop the food industry to potential can
competition to the world market. And though it is not export; it is
improved the standard of producing for decrease the import product. In
conclusion GMP is management in standard of hygienic condition for processing of HACCP
system. So the company should be prepared prior to GMP.
Trend of Thai dessert is not only complete with itself of the local market
but we have to look out otherwise we cannot compete with the foreign dessert
that in our company try to catch the market share from us. Nowadays we will see that dessert
has to be improving to complete. The important thing is Thai dessert is the dessert that
consumers consume a lot however; we need improvement about quality and production
process in the global standard, GMP and HACCP. In addition we not only improvement
production process but it also take the entrepreneurs to get the source of investment funds
easily
Most of the food shop and product in Thailand must have the assurance
standard from the food and drug organization or the Clean Food Good Taste to guarantee.
The assurance have effect to the consumer because all of them confident for eating the
product. In the present, consumer concern in their health so if we have the assurance, it will
guarantee to consumer eating. All about sweet has the Clean Food Good Taste certificate for
guarantee in our product
Source: http://www.spko.moph.go.th/Env/cfgt.htm
http://newsser.fda.moph.go.th/food/file/BenefitTrader/BenefitGMP/GMP_Syst
em_Definition.pdf
http://www.gpo.or.th/Default.aspx?tabid=107&language=th-TH)
All About Sweet 19
Conclusion
The industry of Thai dessert is growing continuous and the new trend of dessert is
gaining a popularity ingredient that is more beneficial to health The product is a dessert
which is low calories but high calcium. There are three main products, namely Crisp
pomegranate, Bualoy taro and Mixed sweets milk. The company need to leadership landward
with dessert by standard process by get GMP standard and low calories product but high
calcium for respond to customer. Our company must be increase channel distribution and
concentrate process for increase quality product’s develop and flavor product for accept trend
of customer. So build acknowledge and confidence to customer not less than 20 % in year
2011, want net profit rate of circulation increase not less than 5% per year and want market
share of freeze dessert 10 % in year 2011. In the expected the enlarge product line to 2-3 line
in year 2014 and enlarge distribution channel in year 2014. However all about sweet shop has
strategy in business for aim at successful according to the target of business by has strategy to
use in organization follow as corporate strategy, business strategy, competitive Advantage
and functional Level Strategy.
All About Sweet 20
CHAPTER 3
Chapter 3
PEST analysis
The company’s success is influenced by factors operating in its internal and external
environment; the company can increase its success by adopting strategies which manipulate
these factors to its advantage. A successful company will not only understand existing factors
but also forecast change, so that it can take advantage of change within the environments in
which it operates.
Political
It is true that politics is not static but it interferes with the administrative and the
process production of our company is less too. The major impact is in terms of the cost of
raw materials that are at different rates which is a change follow the policy of each
government or leadership consist of cost of convenience goods can increase such as sugar,
milk, etc. Which are affected from the economic factor. However our company is aware of
the factors in this field and plan for reducing the concerns of investors in this point. Our
company will be using the SWOT Matrix about WO Strategies (weak-opportunity) by the use
of substitute raw materials. Or reduce the amount of some ingredients, some go to increase
the amount of some ingredients or use each strategy to increase the variety of product. During
a volatile raw material pricing is quite high by create product line which is high quality,
innovative and interesting but lower cost for support cost that could rise and for a variety of
products. In that time, we may have to produce three main types of low but increase in
produce new product that is product line. Because our products are finished goods so can be
adapted to much. However the strategic are flexibility in product. However, that government
is to support and encourage people begin to care more about health. The importance the
government has set up the organization is call “Fund for Health Promotion" In addition, the
current Thai constitution to be promulgate in food safety and no disease which is the first
country in the world. According follow all reason can ensure the co-investors as well.
All About Sweet 23
Economical
Minimum wage in Bangkok is quite higher than other provinces. This means that a
relatively high purchasing power and consumer behavior of people in urban society would
rather you buy the better product and worth the price even a little.
Ayuthaya 181
Phayao 151
Changes of inflation in the last quarter of year 2010 to early year 2011, also in the
range of inflation. The people are buying quite a lot. And the government continues to lower
interest rates. So people are buying for stimulate the economy.
In terms of the export sector of the country remained very well. In export finished
food in year 2010 rise 150,000 million baht from Food Processors Association point fueled
global economic recovery. Shows that end to have the opportunity to export in the future. Not
just a local distributor.
All About Sweet 24
Due to the trend of economic in the last year (2009) GDP numbers came out better
than expected. The contraction of a -2.3% surprise, very good across all economic indices.
And NESDB has forecast GDP in 2010 to grow between 3.5 to 4.5%.
Q1-Q2/2010 GDP would be expected to come out well because the contract is quite
clear economic recovery and export. Consumption of private and public sectors with good
growth rate, coupled with the growth of last year's very low base. So the opportunity to GDP
Q1-Q2/2010 should have the opportunity to come out very positive.
However, the rate of baht appreciation and less inelastic. To reduce the chance of loss
from exchange rate. If it make to occur. It is enough to relieve the uncertainty in one.
All About Sweet 25
In total reasons its can make customers tend to buy useful and cost-effective. The
importance our products can benefit for health And our products is a first alternative that
customer will decision to buy.
http://guru.google.co.th/guru/thread?tid=0737201d171602a3
http://www.skgtphoto.com/dr-therasak/332--gdp-2553
http://www.nesdb.go.th/Default.aspx?tabid=95
http://www.thailog.org/en/hot-issue/1772-53-.html
Social
Society is one of the factors is quite important because humans are social network.
In current social trend is effect of their decisions of customer in term “ Do they purchase
products of our company or not?” Because customers are using social information for
support their decision making. However the community has high influence on purchase
decision of consumers. In which people do because that is beneficial. Most people in society
are doing can effect to people who have not already will be do follow its. That is the result of
current society people follow the same time.
So this current trend about love health coming soon. It’s will be seen in a magazine or
television program that focuses on health and beauty. Each interesting trends is consumption
of finished goods that comfortable, clean, safety and not expensive that difference from the
last time. Which are detailed follows:
Today, customer think about health by take care healthy more and more that specially
the group has income until 25,000 baht which on average from in to the group B+ level is
take care about exercise, care about beauty all about to selection benefit food for body and
when customer eating the food and the food don’t be effective obesity or receive calories
more than is necessary excess the body want and need per days. Source: Positioning
Magazine, February 2548. Moreover behaviors from the side care healthy
majority of customer turn to important with instant food too much that Thai customer is
ranked first in the world for instant food service. Because of adaptation nowadays state of
society that has the way rush more (Arttsit Moeunmat Positioning Magazine ,March 2550)
and more this from research met the reason turn to instant food beside comfortable, it has
customer satisfaction about cleanness, taste and package this stimulant for buy the product.
(Chadapan malipan Positioning Magazine September 2551)
All About Sweet 26
The expectation of customer turn to important with the food because of want to
protect danger from illness that happen before untimely estimate is 25.5 % and the second is
for make immunity with the body is 23.9% and want to healthy is 23.5% in order (Business
Thai,April2551)
For milk product in nowadays obtain attraction from The Food and Agriculture
Organization or FAO and decide determined that on June, 1 of each year are “World Milk
Day”. For all of country and organization turn to important and support for drink milk
(source: Thai health) and stimulate customer to important for drinking milk.
Thailand has campaign on World Milk Day also; because of nowadays rate of
drinking milk generally only 1,600 million liters per year that Thai people face a problem
lack of calcium and effect to face danger with brittle bones, especially in the working age
group and elder group (http://www.fwdder.com/topic/43352) that from this reason cause to
all about sweet dessert business may be take acceptance good respond from customer because
due to the consumer conscious about health care, exercise, beauty care and selecting the
foods that low calorie The most consumer behavior more interest about the finished foods
because of convenience and satisfaction in taste, clean and packaging to be that is stimulus
for customer to purchase the product. In the present, the product from milk received attention
from “The Food and Agriculture Organization” or FAO undefined June 1of each year is
"World Milk Day” for the other country and organization that care and support consumptions
of milk. That the result, our products more attractive because our products contain milk
which is a healthy alternative to consumers. (Source: Fund Health Promotion). From the
reason, resulting in a dessert business would have been a good response.
The importance the company will have a CSR with society to enhance the image of
company and return profits to society as well.
Technological
If the investor have funds to support strategies that proposed above. We are sure that
we will be able to pay back the break-even faster in the second year. However, we have
received more funds from the investment much more quickly, we can operate so soon.
Due to our products are sweet. When will hold a relatively stable is that we will
develop products continue for the best. If receive additional from the investment or
administration of our company to break-even. As expected, we have more than 10 percent.
Our company plan to use the technology for extraction of Thammathirat national colors and
to add value to our products.
Information about technology that our will adapt for use in operation of company.
Due to the dessert business control temperature of crisp pomegranate with milk is production
by less more high technology but if there is a lot of production. The company must be
necessary to use technology to help in the production for reduce costs and for control the age
of the inventories to availability of the specified period. Including the packaging of products
that require advanced tools for make their products more reliable, clean, safety, easy to eat.
However technology is developing packaging features can to increases the potential of a
product design and functionality for customer interested in dessert products. Technology
factor is a beneficial to the company. We can design a package because it can attract
customers to interest in our product. And Technology can reduce cost in production about
HRM and reduce cost of advertising. The company plan to communicate with customer by
using internet which is tool for give information about company, product and contract with
customer for receive comment and suggestion for use in developing product and service.
For the side of business dessert, the crisp pomegranate with milk product has
competitor including direct way and indirect way follow as
History
Vision organization
The company wants to increase the product and production line to bakery product and
another food in the period time 3 year and will has production capacity is 4000 ton continue.
Mission organization
2. Add opening branch 3-4 place all of improve a branch shop decorate in existing to
freshness and attraction more and more.
4. Reduce effect with environment from waste in the production process of industry
Strengths
3. Open for a long time business that has better acquainted of customer
5. Reputation business
Weaknesses
(Source: http://www.onlinejung.com/read.php?tid-656.html)
All About Sweet 30
2. Tesco Lotus
Tesco Lotus is the company major retail in the country, nowadays Tesco Lotus makes
also production type House Brand to distribution which this type production will low cost
with other competitor for building independence to customer group by use trademark
“Khumkra Brand” and “Tesco”
Strengths
2. The company has money to invest, research and develop high production
4. The customer has strategy to promote the product usually with customer
Weakness
Brand image of product use trademark House Brand in the eyesight customer regard a
low quality product when advantage with other brand
(Source: http://www.ejobeasy.com/kmdetail.php?n=100723114032)
All About Sweet 31
Indirect competitors
Consists of a shop that sells desserts
Rin sweet shop set up in family of Mr.Wittaya Noijaibun. Which has been inherited
recipes and tips about how to cook various types of desserts from ancestor that homeland is
Bang good sub district , Pho district and Chachoengsao province. This is well known
among older people Paetrew about celebrity of the desserts in the past and long time. The
skill in made about desserts of the grandmother and specific in "Kornayasard" is very
delicious. It is the beginning of sweet shop under the name "Rin" Which comes from the
name of her daughter.
Since,the year 2517 Mr.Wittaya Noijaibun was modified part of the house. Located in
chicken farm at ban Bang phar , Sothorn sub district to be factory. In the first two years made
"Kornayasard" only.
In the distribution has not sell in other shop because consumers do not know Rin’s
desserts. It the cause of other shops often refuses to accept desserts for sale. Although the
taste desserts before or can pay problem in the first 3 years is unable to penetrate the market
widely. His solution is advertising by bringing a gift of desserts to people that acquaintance
with him. And sell on boot in many fairs. Although the gain or loss of profit. According the
purpose is people to know about Rin’s desserts. If people already know Rin’s desserts,
quality and delicious desserts will expand the market itself. Which have been successful in
year 4 and business has grown continue to present.
Strengths
Weakness
1. Underserved by distribution channel because the store only sold through only one
channel
(Source: http://www.rin.co.th/index.php?mo=3&art=331225)
All About Sweet 32
2. Dunkin’ Donuts
History of company
Dating back to 1946, The Company has established an industry-only Alan Financial
Services, LTD. by William Glory. Which transfer of food, coffee and snacks to customers in
remote areas of Boston Massachusetts State House In U.S.
After a successful well, so he opened a donut and coffee shop called "The Open
Kettle" more then, in 1950, he opened shop "Dunkin 'Donuts" in the first. Today the shop is
still open located at 543 Southern R. Terry, In Quincy, State of Massachusetts.
Now, Dunkin 'Donuts, including Togo's sandwich shop and ice cream shop name
Baskin-Robbins that are the stores under the company Dunkin 'Brands Inc. This is the
company's beverage of French named Pernod Ricard SA in December 2005, it has an
agreement to sell its brand to the three private company consist of “ Bain Capital Partners
Company” , “Carlyle Group Company” and “Thomas H. Lee Partners company” that are
equally. The agreement is expected to close in the first quarter of 2006.
In the United States “Dunkin 'Donuts” is usually paired with Togo's shops and
Baskin-Robbins. The main competitors are mostly in the local donut shop. To this point,
many people may be curious, Why Mister Donut shops isn’t competitor.
For the U.S. “Mister Donut” was competitor with “Dunkin 'Donuts”
before the company is the parent company of Dunkin 'Donuts to the acquisition.
Mister Donut shop and has been re-branded to a Dunkin 'Donuts instead.
Today, the Dunkin 'Donuts is claiming that its own network of coffee and baked
products, the largest in the world with 2 million customers a day and a donut shop Dunkin
'Donuts 6,200 stores worldwide, most stores are franchise stores.
(http://www.bloggang.com)
All About Sweet 33
Strengths
Weakness
(Source: http://www.awt.co.th/job_list.php?action=detail&job=3)
1. Customer like to eat dessert specific in dessert that dessert is has component of
coconut milk which to more acknowledged of coconut milk has fat when eat in a large
amount will impact with health in the future, therefore when has dessert to use milk
replace coconut milk customer maybe turn to interest to milk dessert because of there
is a choice of people love health but want to eat dessert.
2. Customer has the way of life hasten and when want to eat consume that choose instant
food which ease to find for eat, instant, and delicious and convenience to eat including
of family don’t have time to cook that choose consume instant food which has
common in market milk dessert is one choice that interest of customer.
3. In the present, love health trend rather power and there are milk dessert has low
calories but high calcium, customer is love health will choose eat useful food with
health including in the present customer rather has knowledge in consume which
make to choose eat food that don’t impact with health and choose low calories food
when compare with delicious and clean of package that impact to customer turn to
interest in milk dessert.
4. The people like to eat milk because of milk is main component in milk dessert that
make to consume like to drink milk interests in milk dessert product.
All About Sweet 34
5. The people like strange and interest in new product because of milk dessert has
packing in difference and first case of instant milk that milk dessert will separate from
milk and dessert make to increase taste to more delicious.
(Source: http://www.manager.co.th/SMEs/ViewNews.aspx?NewsID=9520000029822)
SWOT Analysis
Strengths
1. Ruby framework milk is low calories but high calcium product that use fructose
replace sugar and use milk replaces coconut milk which has difference from other
general product in the market
3. That has period time in keep long time more than competition product
4. Packaging difference other competition by contain ruby and milk separate for protect
flour that don’t split and macerate
Weaknesses
1. Net cost higher more than competition because of take fructose and milk to be a
material in production replace sugar and coconut milk that has expensive more than
common sugar
External Factors
Opportunities
1. Government has campaign change customer behavior with population by realize eat
has benefit with health and consider collection tax food and drink that impact damage
with health.
2. In the present social beginning to awakened to take care and attend health that will
make Ruby framework milk to be a one choice of customer.
3. In the present of living has way rather hasten that just race with time, therefore
instant food which the product suitable for way of life in the present.
Threats
1. In the present government state and economic has uncertainty impact to customer
slow down consume.
3. Because this business can growth may be has new competition enter to business and
occur alternative product because of competition will has invent recipe in same or
nearby.
All About Sweet 36
From the table has the sum of the weight score was 3.15, its indicating that the
company is position to compete in a satisfactory level in the chilled dessert market.
All About Sweet 38
New competitors
3. A business can grow. 0.20 4 0.80 into the business
and may result in
substitution
product.
From the table has the sum of the weight score was 3.10, its indicating that the
company can respond to external factory favorably.
All About Sweet 40
Period
Intermediate
(Weighted
(Strategic Factors) (Weight) (Rating) (Comments)
Short
Long
Score)
Period
Intermediate
(Weighted
Short
Long
(Strategic Factors) (Weight) (Rating) Score) (Comments)
From the strategy factor analysis summary of business the result is 3.00, it’s showing
that the business can respond the strategy level is good.
All About Sweet 42
Potential Competitors
Substitute Products
Economies of Scale
It is a Thai dessert business with low calorie but high calcium. A business can
purchase raw materials in more quantities for use in manufacturing operations, which
resulted in savings such as Fructose sugar, Potato flour Nectar for sop the Ruby framework
to have a beautiful color. Although the materials are storage for a quite long period, but if the
business purchase of raw materials to produce a lot too. Material may not be able to use them
within the prescribed period. Because materials used in the manufacture of certain types of
raw material like Truffle, Pandan and Jackfruit have the period of storage is limited. If you do
All About Sweet 43
not use the materials within the prescribed period will result in the spoilage of raw materials
and the cost will be wasted.
Product differentiate
The finished chilled Thai dessert products can make a difference to a variety of
products. That is business owners can add a product item to the product line. That is unique
and unlike its competitors. Insertion of the strengths of the business, innovative ideas, the
current value, taste delicious and be satisfied of customers. It’s resulted in “Brand
Awareness” in the customers products.
Capital requirements
The amount invested in Thai dessert business that temperature control not high
because the production process is not complicated. And do not need to invest in machinery
and equipment manufacturing.
Today, the finished chilled Thai dessert business has a distribution channel that does
not cover the area. So, business should be selected for distribution channels. That makes it
easy to find on the purchase for respond customer needs thoroughly.
The finished chilled Thai dessert business can easily enter the market because the cost
of raw materials used in the production of each source is not much different. Also in the
production process is not complicated. As a result, the new operator which is interest in the
finished chilled Thai dessert business can enter the market easily.
All About Sweet 44
Number of competitors
Numbers of competitors are 2 main competitors. Also this competition is not severe
in Thai dessert business that temperature control. And do not have any business owner is a
true market leader, but the trend of competition in the future could potentially fierce
competition increases.
Since there is a market that has this kind of business are few and capturing market
share easily.
Considered a business can have growth rates continue. Thai dessert business that
temperature control considered a business can have growth rates continue. Because apart
from being a successful product. The main component of benefits is the health. That is milk
which has high calcium. Today people interesting about health care. Whether it's exercise or
chooses to dine at the same impact on the body more. As well as receive support from the
government. This was seen from the fact that the government has been campaigning for
consumers turn increasingly to drink milk. It also has the provision “drinking milk day” on
the world.
Thai dessert a business can be considered a basic product with little product
differentiation. Except some business owners in the invention and creative to make a
difference to their products but the differences that make up the product still is a little
different.
That means that those products continue to be similar to the competition anyway.
Due to the finished chilled Thai dessert business without the complexity in much of
the production process. As a result, investment in fixed costs not high value as well.
All About Sweet 45
The finished chilled Thai dessert business is business an investment is not very high,
can payback faster and has break-even. It’s the result in restrictions on the industry low.
So, it not difficult at all when business need to out of the industry.
Diversity of rivals
Due to, the basis of each enterprise Thai dessert business is business are different.
That is focused on the struggle for market share for to be market leadership.
Some are focused on making a difference in the product to attract consumers. In the
future, it is possible that the finished chilled Thai dessert business has a rate of more intense
competition.
This can be solved by changing the products all the time. It has developed proprietary
formulas are always new products. So, hard to replicate and can respond the needs of
consumers as possible.
Bargaining power of buyer in the market about the finished chilled Thai dessert quit
less. Since the buyer will purchase per time with a small volume.
All About Sweet 46
5. Bargaining of suppliers
Bargaining power of suppliers of raw materials factor is less because the materials
used in the production of business to make the finished chilled Thai dessert considered
material and are readily available at retail. Business owners also have the option to purchase
raw materials in several channels. That’s the same type of material sold as many. As a result,
the low cost of replacement (Switching Cost). Business can change suppliers, which is easy
because of the price factor is not much different.
The analysis of the competitive pressure situation can be summarized as five reasons with
Factor Effect
http://www.drmanage.com/index.php?lay=show&ac=article&Id=538635262&Ntype=3
All About Sweet 47
Market Situation
From in tendency about care health for nowadays more and more, impact to more
customer is important for selection the food more in the same way that observe from
advertising product press out is Low–Fat Low–Calories the product or better for you which
has circulation growth in apparently (Journal of the Department of Industrial Promotion,
February, 2008), impact to more producer use these campaign for promote marketing
including type of instant product.
Instant food or ready food is suitable with way of life of the people from nowadays,
there are life hasten and competition all the time including competition with around person,
competition with myself and competition with time, which nowadays people will doesn’t has
time for cook your own and want to convenient and cursoriness which in this element effect
to ready food has tendency continue growth and extreme instant food has advertising and
quality, benefit product media out or low fat product which customer extreme to important
consume.(Journal of the Department of Industrial Promotion, February, 2008)
Refrigerate dessert is the type of instant food that tendency growth in the same way
general instant food and extreme dessert has ingredient of milk and then be held to be receive
attraction from customer. Because of nowadays has much institute take campaign to customer
turn to drinking milk more and more, moreover has stimulate by customer know about this
campaign “World Milk Day” follow plan of United Nations Organization that the good thing
for milk product will accept from customer group more and more. (Source: Thai health)
(Source:http://library.dip.go.th/multim1/ebook/J%20%E0%B8%81%E0%B8%AA%E0%B8
%AD127%202552.1.pdf)
All About Sweet 48
Market Size
Chilled Food is business rapid growth all the time in 5 years by rate 30% per year by
year 2549 has market price in the country more than 10,000 million baht and this is high
competition segment, this market is has new competition all the time because of beside this
market rapid growth continue every year, it has market share appropriate with change in life
of young generation that is majority people don’t cook your own or may be cook in
reduce frequency and want to convenience, fast compound with urban people select to living
in condominium that doesn’t has main kitchen is ready to cook, these element effect to rapid
growth in instant food continue.
(http://www.bangkokbizweek.com/20070604/foodbiz)
All About Sweet 49
Market Specify company’s bring to market strategy for the market segmentation has
the criterion follow as
1. Geography criterion
- all the province in central region
2. Demography criterion
- Gender
o Separate by male and female
- Age separate in 2 group follow as
o Age between 18-25 years old
o Age 0ver 25 years old
- Education
o Education as over upper secondary school
- Income
o Income middle – high level
3. Psychology criterion
- Value
o Select food by trend
- Living format
o Lifestyle hasten, be satisfy convenience, healthy
Main Target is the group male and female living in central region and has age
between 18-25 years old that are beginning teenage and the end teenage, satisfy novelty and
eating by trend all of attend healthy. The group drinking milk, satisfy convenience and
service cursoriness, spend by emotion more than reason.
Second target group is male group and female group in equal ratio that age over 25 year
olds is a working age group and has behavior like eating dessert and drinking milk but
consider health and has buying power for decide by myself.
Product positioning of all about sweet company’s has criterion position follow quality
product because of dessert refrigerate instant product is use material for produce by consider
benefit of customer’s which take fructose to sweetness replace sugar and take milk for
component replace coconut milk that customer’s eating low dessert calories but high calcium.
Objective products
1. Present product quality different other product and respond need and want of
customer that help customer for more choice selection
2. Developing product are different from competitor more and more and add
image of product for remember about Brand Awareness
Product strategy
My company beginning business plan will do production is dessert that apply dessert
and has until the past to the present which can distribution to want and need of customer in
the present or call one “Thai dessert modern” by in the first year the company will
distribution product in name “Ruby framework milk
“Bualoy taro milk” product which these bualoy taro milk, customer can selection to
consume all of hot bualoy taro milk and cold bualoy taro milk.
All about sweet will enlarge line product for more inverse by the shop will increase
product “Mixed sweets milk” which these product preserve oneness of the shop’s about use
material for obtain dessert that “low calories – high calcium”
Source: http://kin-jay.blogspot.com/2006/06/taro-balls-in-coconut-milk-is-bua-loi.html
http://www.foodbuzz.com/recipes/1745556-taro-rice-flour-balls-in-coconut-milk-bua-
loi-phueak-
http://www.asiarecipe.com/thaidesserts.html#Thai
All About Sweet 54
Dessert for consume has production method are clean dessert, good taste moreover, give
benefit from nutrient for healthful
Basic Product
- Format; easy to consume for customer convenience and respond the way of modern life
- packaging; use material food grade for make packaging and can refractory and durable with
cold better and has close film that completely for dessert don’t spill out of packing and no
dirtiness that it’s will go into packing
Brand name/Logo
All about sweet is mean the name of company to set up Dessert Company
Dessert is mean food that eat between meal but don’t main meal by may be eat for reduce
hungriness
(Source; Wikipedia)
All About Sweet 55
Packaging
Packaging made from plastic has name “Polypropylene: PP” that to be a food grade
plastic and appearance clear white can durable with cold to more -10৹ and refractory to more
80৹ (can use in microwave) which packaging will has diameter 9.5 cm.
Price- tag
Closure top will to be a close film for customer convenience to consume by film will
tell detail follow as
1. Trademark
2. Product name
3. Picture trademark
5. Address producer will describe about site of production company for building
confident to customer
7. Trade certify from Food and Drug Administration for show this product is permitted
check quality and standard from Food and Drug Administration
9. Barcode
11. Nutrition data for customer get to know nutrient quantity will get from eat this dessert
Source:
ahttp://unipakcenter.com/index1.php?option=com_content&task=view&id=49&Itemid=
http://www.upackgreenvision.com/
3. Mixed milk
Pricing strategy
Product pricing of “All about sweet company” will be use pricing strategies is the
market penetration strategy which is set the pricing lower than competitors in its class.
The pricing strategy of the company will be divided into two parts.
That is, will be divided into the shop with the retail distribution in the front of stores.
And part 2 is divided in the shop to shipping the products to convenience stores.
All About Sweet 58
All about sweet company will be selling desserts and provide 3 desserts include
1. Ruby framework milk (ทับทิมกรอบนมสด) price ฿ 20 Cost 8.78 Baht
Part of distribution
Because of in this part is a part that the company gets low profit per unit but total
distribution in high quantity which the company will delivery to 7-11 (seven – eleven) by
price follow as
1. Ruby framework milk that 7-11 will distribution in price 20 baht and all about sweet
company will wholesale in price 10.50 baht
2. Bualoy taro milk that 7-11 will distribution in price 20 baht and all about sweet
company will wholesale in price 10.50 baht
3. Mixed milk that 7-11 will distribution in price 20 baht and all about sweet company
will wholesale in price 10.50 baht
Objective
Location
Place in a product located at factory, the factory set up at bangkae area, Bangkok.
This area has size 135 square wah and wide 18 meter and long 30 meter. The route of door
way that easy and convenience to go and can cut in many way to petchakasem 69 soi and cut
to Karnchanapisak ring, Kanlapapuk, Radchapuk and near department store the mall,
carefour, Tesco Lotus bangkae
(Source: http://www.ddproperty.com/property/show/104854)
All About Sweet 59
The part of place shop is office building Petchakesem 39/3 soi that office is 3.5 shelf
in every is clear room and cement floor in area 16 square wah. Building is north side and,
decorate complete and opposite Tesco Lotus, near The mall. In the future railcars pass
moreover, journey convenience
http://www.thaieasy2home.com/aspxfile/showreside_detail.aspx?resideid=PS2007001741)
Work Hours
- The place is locate on roadside that easy to see of the people passerby
Because of target customer group of business is target customer group large size and
to be a common customer group that can buy the product all of age, therefore the shop which
select use distribution structure direct is distribution pass by put in front of the shop for
contract with customer is has highest efficiency moreover
The shop also select use distribution channels pass by retailer which can help in
distribution to throughout customer moreover that will increase circulation and profit include
building strength by building good relationship with customer also that distribution channel
of the shop follow as
for gift because of dessert refrigerate product instant is fresh product that can keep long time
about 10 days
- Respond need and want of customer better because of the company can
acknowledge of need and want to direct customer when customer be provide
- Control marketing policy for to set price or any sale promotion which can easy to
do this
- Control Quality of product and service because of direct sales make can access
customer in direct
The second distribution product in 7-11 by estimate proportion 70% all of distribution
Because of dessert refrigerate instant is new product in the selection for distribution
should be select channel that can distribution product to target group customer throughout
- Because of 7-11 has branch around country make to distribution for customer
throughout
1. Entrepreneur that do to delivery product to 7-11 will just production product follow
order that get from 7-11
2. Product that distribution in all open type year will to be a product which 7-11 is
monopolize from entrepreneur that delivery product by has condition follow as
1.1 7-11 want gross profit from entrepreneur up to 40% (except freight)
1.2 Entrepreneur don’t just stamp manufacturing date and expiration date wrong
1.4 Temperature for delivery product from entrepreneur to warehouse are between 2 ৹-6 ৹
1.6 Entrepreneur will responsibility your product in case of, when distribution product
to branch found that has product is damage since 20 over branch
All About Sweet 62
Due to finished chilled dessert products Due to is a new product. So, the preparation
of strategic marketing campaign, Business must be focus on promoting market to introduce
products to be recognized by consumers to create “Brand Awareness” which the company
has been marketing campaign following.
Advertise
Brochures
It has prepare brochures for distribution to customers intended to build brand
awareness in the shop and to publicize the information and details about promotions that
occur.
Ruby framework
Milk
Made from fresh milk and fructose sugar instead of coconut milk
Example of Brochures
Mixed milk
Made from fresh milk & fructose sugar
normally 20 baht
Promotion
Sale
For the first of referral finished chilled dessert products is the discounted price to
customers from the cup price is 20 baht per cup will reduce the price is 18 Baht.
For consumers who purchase finished chilled dessert products ready 2 cup from 40
baht to 35 baht Only!
Give premium
For consumers who buy finished chilled dessert products in shops full 199 Baht that
will be free desserts 1 cup value of 20 Baht.
The preparation of cash rebate cards value 100 baht are 30 leaves to offer our
customers the full purchase finished chilled dessert products 1,200 or more.
All About Sweet 66
Handbill
Period time - Apr 1-30, 2011 / Aug 1-32 ,2011/Nov 1 – Dec 31, 2011
- Jan 1 – Mar 31 ,2012/ Jul 1-31 ,2012/ Dec 1-31, 2012
- Apr 1-30, 2013
Result except in - Customer group occur in awareness and remember the product of All about
receive sweet shop
- Customer acknowledge in detail be on activities
- Customer group acknowledge about promotion
- Customer acknowledge about product that business want to present
Evaluation Measure form number of customer come to service
All About Sweet 67
Promotion
Boundary Bangkok
Distribute gift
Cash discount card
Operating - Give cash discount card 100 baht a card to customer in case of
Boundary All about sweet shop
Budget 3,090 baht
- Jan 1-31 2013/ Dec 1-31, 2013
Year 1
Winter Summer Rain Winter
Unit sale
Product Price JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC total
฿
Mixed sweets 10.5 51,202 56,108 84,111 86,563 89,016 68,985 75,935 83,497 91,878 101,076 111,194 122,436 1,022,000
฿
Bualoy taro 10.5 51,202 56,108 84,213 86,563 89,732 68,781 75,628 83,804 91,571 100,667 111,807 121,925 1,022,000
฿
Crisp pomegranate 10.5 51,202 56,108 84,111 86,563 89,016 68,985 75,935 83,497 91,878 101,076 111,807 121,822 1,022,000
Total 153,607 168,323 252,434 259,690 267,764 206,751 227,497 250,799 275,327 302,819 334,807 366,183 3,066,000
All About Sweet 72
Year 2
Winter Summer Rain Winter
Unit sale
Product Price JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC total
฿
Mixed sweets 10.5 84,563 78,957 100,915 125,326 114,814 100,682 85,030 70,197 78,618 101,499 113,062 114,347 1,168,012
฿
Bualoy taro 10.5 84,563 78,957 101,032 125,210 114,814 100,682 85,030 70,080 78,373 101,499 112,829 114,931 1,168,000
฿
Crisp pomegranate 10.5 84,563 78,957 101,032 125,210 114,814 100,682 85,030 70,080 78,373 101,499 112,829 114,931 1,168,000
Total 253,690 236,870 302,979 375,746 344,443 302,045 255,091 210,357 235,364 304,498 338,720 344,210 3,504,012
Year 3
Winter Summer Rain Winter
Unit sale
Product Price JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC total
฿
Mixed sweets 10.5 106,171 101,047 92,506 132,451 133,108 98,550 105,777 106,434 105,120 107,617 105,646 119,574 1,314,000
฿
Bualoy taro 10.5 106,303 101,178 91,980 131,531 132,714 97,499 105,777 107,879 105,383 106,434 108,405 118,917 1,314,000
฿
Crisp pomegranate 10.5 106,303 100,915 93,294 132,583 131,663 96,448 105,646 106,565 105,777 107,485 107,748 119,574 1,314,000
Total 318,776 303,140 277,780 396,565 397,485 292,496 317,200 320,879 316,280 321,536 321,799 358,065 3,942,000
All About Sweet 73
Year 4
Winter Summer Rain Winter
Unit sale
Product Price JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC total
฿
Mixed sweets 10.5 137,386 108,186 103,660 162,206 162,060 108,186 108,186 108,186 108,186 108,186 108,186 137,386 1,460,000
฿
Bualoy taro 10.5 137,386 108,186 103,660 162,206 162,060 108,186 108,186 108,186 108,186 108,186 108,186 137,386 1,460,000
฿
Crisp pomegranate 10.5 137,386 108,186 103,660 162,206 162,060 108,186 108,186 108,186 108,186 108,186 108,186 137,386 1,460,000
Total 412,158 324,558 310,980 486,618 486,180 324,558 324,558 324,558 324,558 324,558 324,558 412,158 4,380,000
Year 5
Winter Summer Rain Winter
Unit sale
Product Price JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC total
฿
Mixed sweets 10.5 151,125 119,005 114,026 178,427 178,266 119,005 119,005 119,005 119,005 119,005 119,005 151,125 1,606,000
฿
Bualoy taro 10.5 151,125 119,005 114,026 178,427 178,266 119,005 119,005 119,005 119,005 119,005 119,005 151,125 1,606,000
฿
Crisp pomegranate 10.5 151,125 119,005 114,026 178,427 178,266 119,005 119,005 119,005 119,005 119,005 119,005 151,125 1,606,000
Total 453,374 357,014 342,078 535,280 534,798 357,014 357,014 357,014 357,014 357,014 357,014 453,374 4,818,000
All About Sweet 74
Year 1
Toatal sale
Product JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC Total
Mixed sweets 537,623 589,132 883,161 908,916 934,670 724,343 797,313 876,723 964,717 1,061,296 1,167,533 1,285,574 10,731,000
Bualoy taro 537,623 589,132 884,234 908,916 942,182 722,196 794,094 879,942 961,498 1,057,004 1,173,971 1,280,208 10,731,000
Crisp pomegranate 537,623 589,132 883,161 908,916 934,670 724,343 797,313 876,723 964,717 1,061,296 1,173,971 1,279,135 10,731,000
Total 1,075,246 1,178,264 1,767,396 1,817,831 1,876,852 1,446,539 1,591,407 1,756,665 1,926,215 2,118,299 2,341,504 2,565,782 21,462,000
Year 2
Toatal sale
Product JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC Total
Mixed sweets 887,914 829,046 1,059,610 1,315,927 1,205,551 1,057,157 892,819 737,066 825,490 1,065,742 1,187,155 1,200,646 12,264,123
Bualoy taro 887,914 829,046 1,060,836 1,314,701 1,205,551 1,057,157 892,819 735,840 822,914 1,065,742 1,184,702 1,206,778 12,264,000
Crisp pomegranate 887,914 829,046 1,060,836 1,314,701 1,205,551 1,057,157 892,819 735,840 822,914 1,065,742 1,184,702 1,206,778 12,264,000
Total 1,775,827 1,658,093 2,120,446 2,630,628 2,411,102 2,114,314 1,785,638 1,472,906 1,648,404 2,131,483 2,371,858 2,407,423 24,528,123
All About Sweet 75
Year 3
Toatal sale
Product JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC Total
Mixed sweets 1,114,798 1,060,989 971,309 1,390,738 1,397,636 1,034,775 1,110,659 1,117,557 1,103,760 1,129,974 1,109,279 1,255,527 13,797,000
Bualoy taro 1,116,177 1,062,369 965,790 1,381,080 1,393,497 1,023,737 1,110,659 1,132,734 1,106,519 1,117,557 1,138,253 1,248,629 13,797,000
Crisp pomegranate 1,116,177 1,059,610 979,587 1,392,117 1,382,459 1,012,700 1,109,279 1,118,937 1,110,659 1,128,595 1,131,354 1,255,527 13,797,000
Total 2,230,975 2,123,358 1,937,099 2,771,817 2,791,133 2,058,512 2,221,317 2,250,291 2,210,279 2,247,531 2,247,531 2,504,156 27,594,000
Year 4
Toatal sale
Product JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC Total
Mixed sweets 1,442,553 1,135,953 1,088,430 1,703,163 1,701,630 1,135,953 1,135,953 1,135,953 1,135,953 1,135,953 1,135,953 1,442,553 15,330,000
Bualoy taro 1,442,553 1,135,953 1,088,430 1,703,163 1,701,630 1,135,953 1,135,953 1,135,953 1,135,953 1,135,953 1,135,953 1,442,553 15,330,000
Crisp pomegranate 1,442,553 1,135,953 1,088,430 1,703,163 1,701,630 1,135,953 1,135,953 1,135,953 1,135,953 1,135,953 1,135,953 1,442,553 15,330,000
Total 2,885,106 2,271,906 2,176,860 3,406,326 3,403,260 2,271,906 2,271,906 2,271,906 2,271,906 2,271,906 2,271,906 2,885,106 30,660,000
All About Sweet 76
Year 5
Toatal sale
Product JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC Total
Mixed sweets 1,586,808 1,249,548 1,197,273 1,873,479 1,871,793 1,249,548 1,249,548 1,249,548 1,249,548 1,249,548 1,249,548 1,586,808 16,863,000
Bualoy taro 1,586,808 1,249,548 1,197,273 1,873,479 1,871,793 1,249,548 1,249,548 1,249,548 1,249,548 1,249,548 1,249,548 1,586,808 16,863,000
Crisp pomegranate 1,586,808 1,249,548 1,197,273 1,873,479 1,871,793 1,249,548 1,249,548 1,249,548 1,249,548 1,249,548 1,249,548 1,586,808 16,863,000
Total 3,173,617 2,499,097 2,394,546 3,746,959 3,743,586 2,499,097 2,499,097 2,499,097 2,499,097 2,499,097 2,499,097 3,173,617 33,726,000
All About Sweet 77
Year 1
Winter Summer Rain Winter
Unit sale
Product Price JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC total
฿
Mixed sweets 20.0 1,920 2,104 3,154 3,246 3,338 2,587 2,848 3,131 3,445 3,790 4,170 4,591 38,325
฿
Bualoy taro 20.0 1,920 2,104 3,158 3,246 3,365 2,579 2,836 3,143 3,434 3,775 4,193 4,572 38,325
฿
Crisp pomegranate 20.0 1,920 2,104 3,154 3,246 3,338 2,587 2,848 3,131 3,445 3,790 4,193 4,568 38,325
Total 5,760 6,312 9,466 9,738 10,041 7,753 8,531 9,405 10,325 11,356 12,555 13,732 114,975
All About Sweet 78
Year 2
Winter Summer Rain Winter
Unit sale
Product Price JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC total
฿
Mixed sweets 20.0 3,171 2,961 3,784 4,700 4,306 3,776 3,189 2,632 2,948 3,806 4,240 4,288 43,800
฿
Bualoy taro 20.0 3,171 2,961 3,789 4,695 4,306 3,776 3,189 2,628 2,939 3,806 4,231 4,310 43,800
฿
Crisp pomegranate 20.0 3,171 2,961 3,789 4,695 4,306 3,776 3,189 2,628 2,939 3,806 4,231 4,310 43,800
Total 9,513 8,883 11,362 14,090 12,917 11,327 9,566 7,888 8,826 11,419 12,702 12,908 131,400
Year 3
Winter Summer Rain Winter
Unit sale
Product Price JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC total
฿
Mixed sweets 20.0 3,981 3,789 3,469 4,967 4,992 3,696 3,967 3,991 3,942 4,036 3,962 4,484 49,275
฿
Bualoy taro 20.0 3,986 3,794 3,449 4,932 4,977 3,656 3,967 4,045 3,952 3,991 4,065 4,459 49,275
฿
Crisp pomegranate 20.0 3,986 3,784 3,499 4,972 4,937 3,617 3,962 3,996 3,967 4,031 4,041 4,484 49,275
Total 11,954 11,368 10,417 14,871 14,906 10,969 11,895 12,033 11,860 12,058 12,067 13,427 147,825
All About Sweet 79
Year 4
Winter Summer Rain Winter
Unit sale
Product Price JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC total
฿
Mixed sweets 20.0 5,152 4,057 3,887 6,083 6,077 4,057 4,057 4,057 4,057 4,057 4,057 5,152 54,750
฿
Bualoy taro 20.0 5,152 4,057 3,887 6,083 6,077 4,057 4,057 4,057 4,057 4,057 4,057 5,152 54,750
฿
Crisp pomegranate 20.0 5,152 4,057 3,887 6,083 6,077 4,057 4,057 4,057 4,057 4,057 4,057 5,152 54,750
Total 15,456 12,171 11,662 18,248 18,232 12,171 12,171 12,171 12,171 12,171 12,171 15,456 164,250
Year 5
Winter Summer Rain Winter
Unit sale
Product Price JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC total
฿
Mixed sweets 20.0 5,667 4,463 4,276 6,691 6,685 4,463 4,463 4,463 4,463 4,463 4,463 5,667 60,225
฿
Bualoy taro 20.0 5,667 4,463 4,276 6,691 6,685 4,463 4,463 4,463 4,463 4,463 4,463 5,667 60,225
฿
Crisp pomegranate 20.0 5,667 4,463 4,276 6,691 6,685 4,463 4,463 4,463 4,463 4,463 4,463 5,667 60,225
Total 17,002 13,388 12,828 20,073 20,055 13,388 13,388 13,388 13,388 13,388 13,388 17,002 180,675
All About Sweet 80
Year 1
Toatal sale
Product JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC Total
Mixed sweets 38,402 42,081 63,083 64,923 66,762 51,739 56,951 62,623 68,908 75,807 83,395 91,827 766,500
Bualoy taro 38,402 42,081 63,160 64,923 67,299 51,585 56,721 62,853 68,678 75,500 83,855 91,443 766,500
Crisp pomegranate 38,402 42,081 63,083 64,923 66,762 51,739 56,951 62,623 68,908 75,807 83,855 91,367 766,500
Total 115,205 126,243 189,326 194,768 200,823 155,063 170,623 188,099 206,495 227,114 251,105 274,637 2,299,500
Year 2
Toatal sale
Product JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC Total
Mixed sweets 63,422 59,218 75,686 93,995 86,111 75,511 63,773 52,648 58,964 76,124 84,797 85,760 876,009
Bualoy taro 63,422 59,218 75,774 93,907 86,111 75,511 63,773 52,560 58,780 76,124 84,622 86,198 876,000
Crisp pomegranate 63,422 59,218 75,774 93,907 86,111 75,511 63,773 52,560 58,780 76,124 84,622 86,198 876,000
Total 190,267 177,653 227,234 281,809 258,332 226,534 191,318 157,768 176,523 228,373 254,040 258,157 2,628,009
All About Sweet 81
Year 3
Toatal sale
Product JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC Total
Mixed sweets 79,628 75,785 69,379 99,338 99,831 73,913 79,333 79,826 78,840 80,712 79,234 89,681 985,500
Bualoy taro 79,727 75,884 68,985 98,649 99,536 73,124 79,333 80,910 79,037 79,826 81,304 89,188 985,500
Crisp pomegranate 79,727 75,686 69,971 99,437 98,747 72,336 79,234 79,924 79,333 80,614 80,811 89,681 985,500
Total 239,082 227,355 208,335 297,424 298,114 219,372 237,900 240,659 237,210 241,152 241,349 268,549 2,956,500
Year 4
Toatal sale
Product JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC Total
Mixed sweets 103,040 81,140 77,745 121,655 121,545 81,140 81,140 81,140 81,140 81,140 81,140 103,040 1,095,000
Bualoy taro 103,040 81,140 77,745 121,655 121,545 81,140 81,140 81,140 81,140 81,140 81,140 103,040 1,095,000
Crisp pomegranate 103,040 81,140 77,745 121,655 121,545 81,140 81,140 81,140 81,140 81,140 81,140 103,040 1,095,000
Total 309,119 243,419 233,235 364,964 364,635 243,419 243,419 243,419 243,419 243,419 243,419 309,119 3,285,000
All About Sweet 82
Year 5
Toatal sale
Product JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC Total
Mixed sweets 113,343 89,253 85,520 133,820 133,700 89,253 89,253 89,253 89,253 89,253 89,253 113,343 1,204,500
Bualoy taro 113,343 89,253 85,520 133,820 133,700 89,253 89,253 89,253 89,253 89,253 89,253 113,343 1,204,500
Crisp pomegranate 113,343 89,253 85,520 133,820 133,700 89,253 89,253 89,253 89,253 89,253 89,253 113,343 1,204,500
Total 340,030 267,760 256,559 401,460 401,099 267,760 267,760 267,760 267,760 267,760 267,760 340,030 3,613,500
All About Sweet 83
Year 1
Products Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total
Circular 4,800
400 400 400 400 400 400 400 400 400 400 400 400
Discount(when buy 2
6,000
product) 500 500 500 500 500 500 500 500 500 500 500 500
Giftset 4,200
350 350 350 350 350 350 350 350 350 350 350 350
Total
1,500 1,500 1,500 1,500 1,500 1,500 1,500 1,500 1,500 1,500 1,500 1,500 18,000
All About Sweet 84
Year 2
Products Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total
Circular
400 400 400 400 400 400 400 400 400 400 400 400 4,800
Discount(when buy 2
product) 500 500 500 500 500 500 500 500 500 500 500 500 6,000
Giftset
350 350 350 350 350 350 350 350 350 350 350 350 4,200
Total 1,500 1,500 1,500 1,500 1,500 1,500 1,500 1,500 1,500 1,500 1,500 1,500 18,000
Year 3
Products Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total
Discount(when buy 2
product) 500 500 500 500 500 500 500 500 500 500 500 500 6,000
Giftset
350 350 350 350 350 350 350 350 350 350 350 350 4,200
Total 1,100 1,100 1,100 1,100 1,100 1,100 1,100 1,100 1,100 1,100 1,100 1,100 13,200
All About Sweet 85
Year 4
Products Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total
Discount(when buy 2
product) 500 500 500 500 500 500 500 500 500 500 500 500 6,000
Giftset
350 350 350 350 350 350 350 350 350 350 350 350 4,200
Total
1,100 1,100 1,100 1,100 1,100 1,100 1,100 1,100 1,100 1,100 1,100 1,100 13,200
Year 5
Products Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total
Discount(when buy 2
product) 500 500 500 500 500 500 500 500 500 500 500 500 6,000
Giftset
350 350 350 350 350 350 350 350 350 350 350 350 4,200
Total
1,100 1,100 1,100 1,100 1,100 1,100 1,100 1,100 1,100 1,100 1,100 1,100 13,200
All About Sweet 86
Conclusion
Our company is analyze the market by using PEST analysis political, economy,
society and technology and our company analyze competition by using 3C analysis SWOT
analysis and five forces model. So, The direct competitor are S&P SYNDICATE PUBLIC
CO., LTD. And Tesco Lotus. And indirect competitors are Rin sweet shop and Dunkin’
Donuts. About customer analysis. Due to in the present, love health trend rather power and
there are milk dessert has low calories but high calcium, customer is love health and like to
drinking milk will choose eat useful food and customer has the way of life hasten and when
want to eat consume that choose instant food which ease to find for eat, instant, and delicious
and convenience to eat. However the market size business rapid growth all the time in 5 years
by rate 30% per year by using STP analysis. About pricing strategy company set price lower
than competitors. And place in bangkae Bangkok area because customer group more
acknowledge and easy to see it and save cost of distribute because can sale in front of shop.
And open every day from 10 A.M. – 7 P.M. In past of distribution channel structure.
Company choose direct sale because need customer to acknowledge company is better and
can easy to control about quality of product and service, policy of price and promotion and
company choose sale in 7-11 because 7-11 branch around country for give convenience for
selection and buying product. Our company will host promotional activities from time to time
throughout the year, give discount, Selling a double pack cheaper, Give premium and Cash
rebate card and our company advertise by using brochures.
All About Sweet 87
CHAPTER 4
TECHNOLOGY
All About Sweet 88
Chapter 4
Technology
The product characteristic in detail of our product can explain follow; Taro balls
with the whole milk or Bua Loy Phuak. This is desert that has passed a long history in
Thailand. Bua Loy or the little balls in the pot are made of taro, rice, or yam paste, cooking in
syrup. They are served with lightly sweetened milk, and sometimes an egg poached in syrup.
This menu is Thai Vegetarian and Thai dessert. For ingredient are including with Sticky rice
flours, taro, sugar, salt, palm sugar, and the whole milk. And equipment for make this menu it
is most equipment is available in normal household already. For preparation we start from
knead to mix the sticky rice flour with taro well. Mash and knead until the flour is firm. Then
form into small balls, 1/2 cm. diameter. And boil whole milk and skim milk mixture in a pot.
Add palm sugar, sugar and salt. Lower the heat, stir until dissolved. When it is boiled, add
balls. Wait until the balls float. They are done. Serve warm.
Crisp pomegranate or truffle with syrup and milk with a sweet Thai flavor is sweet
like many people, truffle with syrup and milk must be mixed with the sweet taste of fresh
milk delighted. Take care and quality of ingredients and more. Materials will be used to
emphasize the freshness. Major confectionery, containing the same cannot lose. For
materials used in making truffle with syrup and milk includes the main mixed meat diced
truffle, flour, water, red, sweet, fresh coconut milk, sugar, salt, and sugar syrup, jasmine etc.
Selection of raw materials such truffle that is a crisp pomegranate it must add a big because
to make a delicious dessert and the equipment to do it. Most equipment is available in normal
household already. Steps made from shell casings to the truffle then cut into rectangular
cubes. They were then soaked in water, sweet red by approximately 1 hour to install red
nectar into the truffle meat, when truffle, then it is the color to mix with flour. And see dough
sticks to truffle over sift flour, making it the first time and then repeat. The next step is to add
water, raise heat a pot of boiling water. Then the truffle that mix flour prepared to enter into
the noodle, takes about 3 minutes more until the flour is coated with clear truffle, it is floating
up. Do not boil too much because the flour to coat out of my truffle and it will be the dowdy,
when cooked, boiled until a floating frame up. I used to bolt the plate, put into cold water
while the starch to be stable Then scoop up soaked in sugar syrup is prepared again shall be
All About Sweet 89
completed to make crisp pomegranate. Part of a "milk " fresh start to take 2 type of milk are
whole milk and skim milk mixture, then add sugar and salt. Mix together homogeneous, wait
for raise enough foam from heat and then add fresh jasmine flowers in a bowl with
ears. Brought down on the edge of the radiator milk then cover casserole with milk, jasmine
left a night it was the coconut smell delicious and to the water chestnut with syrup and milk
perfectly.
And the last product of our business is KhanomWan Ruam Mit or Mixed Sweet
Dessert. It is a sweet concoction of mixed treats. KhanomWan Ruam Mit is in soup/ pudding
categories. The most people know this dessert in Khanom Wan Ruam Mit name. It’s easily to
cook by you at home. The ingredients are fructose sugar, whole milk, Singapore Lod Chong,
jackfruit, Klong Klang, Floating jasmine water. For preparing step the most of equipment are
available in normal household already. The first start the dish by mixing sugar and jasmine
water but filter it with the white and thin fabric until it sticky. Then start the second mixer by
mixing coconut milk with big tapioca, Singapore Lod Chong, Klong Klang and Jackfruit. At
the end, mixing those two bowls together and then adds up the ice at the end and serve. This
dish is so simple, just get the ingredients ready and mix them all up together and that’s it.
When serve, add syrup and blend ice if you need more cool.
Source: http://kin-jay.blogspot.com/2006/06/taro-balls-in-coconut-milk-is-bua-loi.html
http://www.foodbuzz.com/recipes/1745556-taro-rice-flour-balls-in-coconut-milk-bua-loi-
phueak-
http://www.asiarecipe.com/thaidesserts.html#Thai
All About Sweet 90
4.2 Specification
Specification: Start from business plan will produce dessert product which has dessert from
the present by apply dessert can distribute and require of customer in present age or otherwise
call “Modern Thai dessert”. All about sweet will enlarge line product for more inverse by the
shop will increase product “Mixed sweets milk” which these product preserve oneness of the
shop’s about use material for obtain dessert that “low calories – high calcium”.
- Present product quality different other product and respond need and want of
customer that help customer for more choice selection.
- Developing product are different from competitor more and more and add image of
product for remember about Brand Awareness.
All About Sweet 91
Manufacturing Strategy; this strategy is important and it will focus on selecting high quality
of raw material. It will focus on the health effects of consuming the least. The company is
focusing on procurement efficiency to obtain raw materials on time to provide raw materials
used in the production of sufficient order of the consumer
Sourcing Processes
Material in order to calculate the amount of each material to purchased from the forecast
sales volume and raw material inventories. The materials used in the shop were.
1. Sugar, fructose. Sugar is derived from the extraction of sugar from fruit, which is the
sweeter than sugar, and up to 1.7 times less energy than sugar to 4 times the sugar
fructose can be stored for up to 1 year at room temperature. The shop will order the
Car Business Tel 1213/320 Soi Ladprao 94, Si Rd, Bangkapi, Bangkok
2. Truffle taro, jack fruit, Coconut meat such as pollen stores the four corners the
market town Rangsit 081-632-7499
3. Rice flour, tapioca. Purchasing Partnership with the United Bunya National Flour
45/9-11 Soi 4, Bang Bon, Bangkok 10150
Source: http://coffeeuponline.blogspot.com/
5. Cups, plastic with plastic that can withstand heat and cold resistant. (Polypropylene:
PP), which stores will purchase plastic cups from Siam Chris Pack Ltd. 62/794 Moo
2, Soi 29 Seri Thai Road, Klong Kum, Bangkok 10240
All About Sweet 92
Fresh material
Purchase of raw materials. Buy companies that make day-to-day and the purchase of raw
materials every day and the amount of material that must be purchased from the following
prediction
Year
1 2 3 4 5
Material
2. Taro 50 53 68 72
3. Jackfruit 21 23 39 45 48
4.Coconut Meat 20 22 27 29
5.Nipa Palm 40 52 55
The purchase of this raw material to forecast the sales of the product and the material that the
supplier will be able to deliver the goods to be protected for 2 days due to the lack of
delivery.
Dried food
Raw food group order form once a week on Monday by ordering a time can produce a period
of 10 days
Milk powder
The company will buy milk by a 2 week time to order one time can produce a period of 15
days
Package
Supplier will ship packages once a week because the company will send supplier packaging
candy packaging, along with those obtained from cantaloupe to buy the company already
Sugar, fructose
We will order once a month due to a glucose fructose can keep up to one year, one time
purchase is available for up to 35 days
All About Sweet 93
Purchasing systems
1. The company will make an agreement with the supplier of the product standards and the
time of delivery according to plan.
2. Materials are submitted by the Company prior to 7:30 with a bill for goods.
3. Verify that products meet standards set and volume shipments reached or not.
The steps for processing raw material available, basic materials are provided to facilitate the
application process to continue. The processing of raw materials for your company chic
dessert products can be divided into the following.
Welding material
Material that must be connected before the production of sweets such as Jackfruit is being
used for short-term storage. It must be connected first to extend shelf life
Frustration due to the Supplier to deliver to the Company as a disappointment to not have to
be cut with a square and the steps to do so starting as Ruby framework
All About Sweet 94
• bring frustration to soak in the syrup to make a truffle with red beads
• They were then boiled in hot water When the Ruby framework floating ago the plate,
soaked in cold water
• Set water to boil. Then pour milk down. And split milk
All About Sweet 95
• Then pour the milk into the machine. For milk packaged in bags and put into
packaging
• From the product is chilled in cold water to cool the product temperature change as
soon as possible. After the product depart from the machine
• led to immersion in cold storage products.
• Bring the Taro to the boil. When cooked taro taken up and set aside
• Pour rice into the thresh flour Add hot water to wash massage room.
• Boil the taro, which then put the flour is mixed with massage
All About Sweet 96
• Bualoy to the boil. When grain Bualoy. Bring it floating the plate, soaked in cold
water
• Set water to boil. Then pour milk down and split milk
• Then pour the milk into the machine for milk packaged in bags and put into
packaging
• From the product is chilled in cold water to cool the product temperature change as
soon as possible. After the product depart from the machine
• Led to immersion in cold storage products
All About Sweet 97
Mixed milk
• Pandan juice by, cut pandan leaves into small pieces and then mixed with water to
spin in the machine
• Do Eodcnoong line. The starch to put into the thresh flour Pandan leaves with water
to the juice
• When the flour, then massage. Add to the flour into the dough cutting
All About Sweet 98
• The starch boil. And then the line rises to the plate in cold water
• Set water to boil. Then pour milk down. And split milk
• Then pour the milk into the machine. For milk packaged in bags and put into
packaging
• From the product is chilled in cold water to cool the product temperature change as
soon as possible. After the product depart from the machine
• Led to immersion in cold storage products
All About Sweet 99
Source: http://kin-jay.blogspot.com/2006/06/taro-balls-in-coconut-milk-is-bua-loi.html
http://www.foodbuzz.com/recipes/1745556-taro-rice-flour-balls-in-coconut-milk-bua-
loi-phueak-
http://www.asiarecipe.com/thaidesserts.html#Thai
Packaging
Packing of candy products will be divided into two parts together, but in the second part will
be used the same equipment as follows
1. Packaging
• Breast milk bags. Milk mixture will already be put in the slot machine milk
• Breast milk bags are inserted in the bag
• Bags will flow into the cone, only milk. Then milk was flowing out of the box into a
bag
• The machine will move in to seal it.
All About Sweet 100
4.4 Location
Place in a product located at factory, the factory set up at bangkae area, Bangkok.
This area has size 135 square wah and wide 18 meter and long 30 meter. The route of door
way that easy and convenience to go and can cut in many way to petchakasem 69 soi and cut
to Karnchanapisak ring, Kanlapapuk, Radchapuk and near department store the mall,
carefour, Tesco Lotus bangkae
(Source: http://www.ddproperty.com/property/show/104854)
The part of place shop is office building Petchakesem 39/3 soi that office is
3.5 shelf in every is clear room and cement floor in area 16 square wah. Building is
north side and, decorate complete and opposite Tesco Lotus, near The mall. In the
future railcars pass moreover, journey convenience
(Source:http://www.thaieasy2home.com/aspxfile/showreside_detail.aspx?resideid=PS20070
01741)
All About Sweet 101
Building of factory has wide about 13 meter, long 21 meter and high 4 meter. The
area of this room is about 273 square meters in the building have building from brick. The
structure of roof-tile use Chang brand. The floor is cover by cement.
Pattern of factory
1. Fence of All about sweet company have long about 96 meter. It makes of brick.
The highest of fence about 2 meters. The color of fence is grey. Cost of fence is 1,600 baths
per meter. Total cost of fence is 153,600 baht.
2. Fence in front of the factory has wide 3 meter and high 2 meter. Cost of Fence is
7000 bath per meter.
Parking place
15
Parking place for the company use white color from Joton color to divide place.
Office building
Inside of office floor 1, the office building have 2 sides and has 3 rooms such office
room, kitchen, and toilet by have door bar out between 3 room. All about sweet company
having a wide 5 meter, and long 8 meter and high about 4 meter. The area of this floor is
about 40 square meters. There are for customer that wants to contact with our company and
to buy product and set the tables and chairs for customer that want to eat dessert in this shop.
Second is side of toilet and kitchen for employee and customer. In the toilet have wide
and long about 2x2.8 meter. The area of this room is about 5.6 square meters. The kitchen has
wide 3 meter and long about 2.8 meter. The area of this room is about 8.4 square meters.
Inside of office floor 2, having wide 5 meter, long 10.8 meter and high about 4 meter.
The area of this floor is about 40 square meters.
color Position
Air conditioning
0
Freezer.
0
Office chair
0
Table
0
Television
0
Computer
0
Counter kitchen
0
Aluminum kitchen
0 cabinet
All About Sweet 108
color Position
Air conditioning
0
Cabinet.
0
Office chair
0
Desk
0
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We should to building our plant. We employ the constructor by we have the facility layout of
our plant to them and we descript our want about the plant and they have the standard price of
construction. Before we employ the constructor we have to searching about the price and
detail from the website and asking some of the constructor. And the company that we have
choose is the Bexample Ltd.; 101 moo.4, Sratetakit village Rd., North Bang Kae, Bang Kae,
Bangkok. Tel 02-4219258. E-mail bexample_coltd@yahoo.co.th.
http://www.buildingmart.org/construc8.php
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Detail of Building
-Block Room
-Floor
-Wall
-Sanitary ware
http://www.bb.go.th/support/Std/Construc/Construc49/descp_con/descp_c8-1.htm
Delivery system
All about sweet company will just delivery product to retail shop that company will
distribution product follow as
2. Move basket into cool car for delivery product to warehouse 7-11 that cool car use in
move product will control temperature coolness 2 ৹ -6 ৹
3. When move to warehouse already will wait for change basket come back for use to
move product in next times
Warehouse
Cleanliness
Cleaning of production areas: The Company will provide all cleaning area in every
time there is a change of shift in each shift as well as cleaning of the engine. Equipment used
in manufacturing must be cleaned every time a user successfully. In addition, equipment must
be stored in the storage before the operation. And ensure ease of use and also the quality in
terms of cleanliness of the product
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Cold storage
2
All About Sweet 113
Pot stirred.
Measuring scales.
Shaker
http://www.thaisecondhand.com/_board/bn/data/BN8884182.html
http://www.sirikrai.com/mbdetail.php?id=0078&productname=sakayaautomate%20-
%20%E0%A4%C3%D7%E8%CD%A7%A1%C7%B9-
%BC%CA%C1%20%E1%BA%BA%E4%C1%E8%C1%D5%A4%C7%D2%C1%C3%E9%
CD%B9
http://www.songkwae.com/foxboard/question.asp?QID=10595
http://www.winwinpackaging.com/product8.html
http://www.brandexdirectory.com/catalog_detail.php?pro_id=594&lang=&com_id=240
All About Sweet 115
Office Equipment
19/กอน
All About Sweet 116
35/กลอง
59/ดาม
Pentel ZL72-W Fine Point Correction Pen 4.2 ml.
15/ดาม
Pentel BK66 Ball Pen (0.7 mm.) Blue
339/pack
Elephant 120 Box File A4 3" Black (6/Pack)
4.75/ กลอง
Elephant Titania 10 Staples
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50/อัน
Eagle 1039A Staple Remover
23/กลอง
Horse 110 Double Clip (1 1/4")
53/อัน
Elephant HEA 0285 HeavyDutyScissors 8.5"
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Year 1
Year 2
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Year 3
Year 4
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Year 5
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Health is important for Thai people in the present. Many types of food produced for
love when it comes to health, but sweet. These groups are not buying because they thought
that eating well but have a sweet taste of sugar, which cause many diseases. Therefore, the
business and operations and modifying a sweet, healthy snack is more common that most
businesses that do that tend to be small and medium enterprises (SMEs) business is in the
nature of business activities. Structure of the business is not complicated to work within the
family would be a help to produce and distribute.
In the future operations of the business has expanded from the original products
increased emphasis healthcare industries. Recruitment will increase traffic on the nomination
by posting locations or Walk in.
In addition to the training of staff training before the employees come to work and
then will open training on various health related to employee health and can produce quality
products with When training and then evaluate what you get from training and evaluation of
performance is to add something to motivate employees to love the organization,
organizations, and the longer the benefits and related activities that will help people. want to
stay with the organization and build good relationships with personnel within the business.
Can increase incentives to work to retain employees to stay with the organization
Create rules to be acceptable to staff and legal staff to comply with a valid
All employees have good health to create products that can be useful and good for the
health of consumers
Proprietor
Management Produce
and Sales
Transfer
Employee
Stock
Employee
Vision
Mission
4. Training for employees with knowledge of the same standard and highly efficient.
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5. The activities of labor to build morale and the best of Puck loyal to the
organization.
Goal
Short-term goals
1. The recruitment and selection, the ability to work effectively with manufacturing
capabilities and services to satisfy its customers.
3. To develop the talents of the line to increase the knowledge and the most
effective.
Long-term goals
1. The recruitment and selection, with the unique ability to make dessert for a
quality product and meet consumer.
2. To develop your staff to more efficiently build and integrate the knowledge of
employees.
Manpower planning
Strategy
In manpower planning in the number of people have adequate and suitable to the
circumstances of the Company and shall be consistent with the operation of the business
today. The analysis of sales results for the marketing department has estimated to forecast the
manpower to meet the operational plan of the Company.
Strategy
In manpower planning in the number of people have adequate and suitable to the
circumstances of the Company and shall be consistent with the operation of the business
today. The analysis of sales results for the marketing department has estimated to forecast the
manpower to meet the operational plan of the Company.
Production staff. 8
Delivery staff. 1
Marketing Manager. 1
Salesperson 1
Total 28
From a table in the current workforce can be divided into two parties are parties Generating
sales management and employees, each party has the following.
Marketing Manager: Responsible for advertising such products as the booth to bring the
goods offer so figure out how to expand our products to our customers to know more and
care practices of employees, sales and delivery of care, finance and accounting
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Salesperson: Duty customers Recommended products and taking orders from customers
and responsible care and revenue expenditure incurred for each day in the shop.
Employees held stock: Are responsible for the product packaging arranged according
to customer order and divided Order Products Available for delivery to stores.
Delivery staff: Are responsible for sending the goods to the store and send the Order
places where it used to sell products as well as send and receive documents.
Generating
Plant managers and production: Responsible for the preparation of raw materials and
supervise the work of staff, production and packaging to distribution is also a new formula in
a product to product quality and consumer response.
In manpower planning has added jobs increased by 2 positions due to the current
owners have worked to do many things such as financial and recruiting manual, which the
owners do not have expertise that is directly added bookkeeper position. And human
resources staff is responsible for following up.
Bookkeeper: Responsible for accounting and financial planning organizations, and allocate
to each party.
Human resources staff: Responsible for staff recruitment, training and evaluating
performance of employees. Also manages the activities of employees within the organization
to the unity
Because each business year, each business must be profitable growth and a decrease each
year because the economy in both good and bad mixed together to. The Company can not
predict that over time what is good or bad in the planning people are divided into three
situations is a good situation. Normal circumstances, the situation is bad and as manpower
planning.
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Situation better
Because the business has good sales and good economic conditions or a different season, that
consumers have more buying power and product demand to the Company's production
increased by Order of the client. Therefore the need to increase the capacity to produce much
in the sales of products each year, which are anticipated
Marketing manager. 1 1 1 1 1
Accounting emproyee 1 1 1 1 1
Staff transport 1 1 1 1 1
Salesperson 1 1 1 1 1
Production staff. 8 9 10 12 15
Total 15 16 17 19 21
Table estimates are in a good situation to see that since the 3 has been added production
capacity in staff positions that are in production, because in three years sales have increased.
Capacity must be increased by the other places do not have to increase the number of people
because of where each employee can work with sufficient capacity to function as detailed
below.
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Situation regular
Due to regular sales of business and economic conditions are not very good.
Consumers have more buying power is not much and the products are made according to
customers order.
According the reinforcements variable based on sales increase
I have the sales increase.
Each year estimate follows:
Marketing Manager 1 1 1 1 1
Account staff 1 1 1 1 1
Human resources 1 1 1 1 1
Staff transport 1 1 1 1 1
Sale holder 1 1 1 1 1
Factories and
1 1 1 1 1
production Manager
Production staff 8 8 8 8 8
Total 15 15 15 15 15
From Table 27 Estimates of reinforcements under situation regular that show; Since
the year 3 have been added production capacity in staff positions which is in production
because in years 3 sales have increased from normal. The other positions do not increase the
number of people because of where each employee can work and the work is sufficient.
Which are detailed below.
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Formula
Sales per day ÷ actual production capacity per day = number of staff required per day
Calculate
Actual production capacity per day 600 cups : persons : day.
Situation worse
Due to the business sales are not good and economic conditions worse.
The consumer is buying less than usual and demand of customer decrease. Order the product
by the customer is decrease too. It the cause of decrease in production and reinforcements.
Marketing Manager 1 1 1 1 1
Account staff 1 1 1 1 1
Human resources 1 1 1 1 1
Staff transport 1 1 1 1 1
Sale holder 1 1 1 1 1
Factories and
1 1 1 1 1
production Manager
Production staff 8 8 7 7 6
Total 15 15 14 14 13
Note.
The company focuses on manufacturing exports by order rather than sale in front of
store. Thus, in the work of our management and sales department do not have to increase
employee.
In reinforcements planning. The number of employees in the first year were less than
the number of employees of the business today because the company is to manufacture new
products to be sold and has recently entered the market in a first year. The production, so
there were not many and the number of manufacturing employees divided by the production
staff today but the employees of other department using current employees the existing
business. And add a new position because All about sweet has established to be company
and must have a lot more work.
Recruitment strategies
For the finished chilled Thai dessert products business recruiting has come mainly
from nearby such as shop front, online shopping, plaza and the label announced etc.
For the range of festival like Christmas’s day, New Year's Day, Valentine's Day etc.
Company will have increase sales more than usual. While capacity may not be enough
demand may result in loss of business income and may affect the image of the business.
Company need more time to produce product in the same time.
Recruitment process.
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Channel of recruitment.
3. Poster
The Company will be posted as shop front, online shopping, plaza, public schools
labeled as genera
Recruiting budget
Walk in - - - - -
Strategy selection
All about sweet company focus on the selection of staff are appropriate to the position
intellectual, capability, creativity, loyalty, including positive attitudes toward work.
Selection of persons to work. What business is considered first, suitability of job
applicants to work on the nature of preferences and to have a positive attitude and a love of
work followed by the appropriate knowledge, skills and appropriate education as well as
creative in creating new product style, which works out well, resulting in business growth in
the future.
1. Jobseekers fill application form to complete by own handwriting with evidence in the
application follows:
1. Copy of identity card
2. Transcript
3. Copy of registration.
4. A copy of marriage / divorce certificate (if any).
5. Copy of driver's license motorcycle license / car
6. Proof of name change or last name change.
7. Copy of certificate of military service.
8. Copy of salary certificate / certificate (if any).
9. Copy of certificate of training (if any).
2. Human resources staff will consider basic features that they match up with its job or not,
and delivered to the owner.
3. A candidate for an interview to see attitude, acumen, earnestness, personality and the
corresponding features. The interviewer will have a record of interview of each candidate and
to examine the history of the applicant or check the reference person in the book. For
example, from the original establishments or last company, for to know the behavior of a job
interview.
4. When the applicant through the process already. Human resources staff will consider
appropriate and the owner to sign the authorization to do contract employment.
Training.
All about sweet company have training and development to employees as appropriate
for your job responsibilities and according to the needs of the company. The company will
provide training to all employees for understand the processes and responsibilities in their
job. So, to increase skills and knowledge as well.
Strategy of training
Focused training and development personal to have knowledge and ability on a
regular basis to increase knowledge of appropriate and can be transmitted to others.
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Objective of training
1. Prepare employees prior to working with colleagues for avoid problems while working and
to work effectively.
2. Employees so that the expertise in using tools and equipment to perform better and skills to
solve the immediate problem.
3. Development staff with knowledge to enable it to increase its ability in work.
2. Safety at work.
3. Training travel
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Estimated cost for the training.
Course Department
Year 1 Year 2 Year 3 Year 4 Year 5
Every
Safety at work. 3,000 3,000 3,600 5,000 6,600
employees
Factories
The development of and
3,000 0 3,000 0 3,000
the product. production
Manager
Techniques of Production
1,500 0 1,500 0 1,500
production. staff
Estimated costs for the training.
Evaluation of the performance
Evaluation of the performance. The evaluation process of employees in various fields
both performance and other features. Valuable for the performance period set forth certain
under observation, entry and evaluation. The supervisor is based on a systematic and
standards. The criteria for evaluating the performance in practice which is fairness to the
symposium and conducted an evaluation of the performance evaluation of 2 times in year.
No. 1 from December to May.
No. 2 June to November.
Strategy
Evaluation of performance indicators by major operations to evaluate the performance
is fair and accurate. Results can be obtained through salary increase for employees.
Objective
1. For the evaluation of performance used in the analysis of the need for training.
Procurement Program and explore the need for training.
2. Employees aware of their deficiencies and potential in working to find ways to reduce it.
3. To encourage the performance of the staff more efficiently.
Position KPIs
Functional Competency
Position Functional Competency
1. Planning marketing strategy
2. Decision, Analysis and solve problems
3. Knowledge of marketing management
Marketing Manager
4. Leadership
5. Communication
6. The division within the administration
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1. The strategy of human resource
management
2. Decision, Analysis and solve problems
3. Knowledge of human resource management
Human resources staff
4. Leadership
5. justice
6. Influence and encouragement
7. Communication
1. The planning of marketing operations
2. Decision, Analysis and solve problems
Marketing staff 3. knowledge of marketing management
4. Communication
5. Wariness
6. Honest
Functional Competency
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Position Functional Competency
1. Planning and
working knowledge of accounting and financial management
2. Decision, Analysis and solve problems
Accounting Officer
3. Communication
4. Wariness
5. Honest
1. The operational plan for the provision of goods
2. Decision, Analysis and solve problems
Employee stock 3. Communication
4. Wariness
5. Honest.
1. The course of action the ship
2. Decision, Analysis and solve problems
3. Communication
Delivery staff
4. Wariness
5. Honest
1. The plan for sales.
2. Decision, Analysis and solve problems
Salesman 3. Knowledge of the company's products
4. Honest
5. Wariness
6. Negotiation
Estimated costs in evaluating performance
Expenditure
Year 1 Year 2 Year 3 Year 4 Year 5
Assessment staff in document 1,300 1,300 1,520 1,620 1,820
expense
Table 33; Estimate expense in assessment
Strategy
Plant managers and production 1 15,000
Production staff 8 7,000
Employees held stock 1 7,000
Delivery staff 1 7,000
Marketing Manager 1 8,000
salesman 1 7,000
Total 13 73,000
Show the current basic salary
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Increase compensation
The company will increase salary in year 3 because of in year 1 and 2 beginning
production and has product a little bit that profit which not enough to adjust compensation by
compensation will considerate from capacity evaluation that will has evaluation 2 times per
year for get works be correct, completely and more clearly which adjust compensation has
criterion follow as increase 10% for labors.
At first, The Company is allocate welfare to employee alike is social security. Therefore in
plan of welfare the Company that will allocate welfare to employee all of is required by law
and besides employees is being improved moderately.
- Uniform employee 2 uniform per year by allocate 2 parts are allocate for divide employee
management and sale with production that blue color shirt is management and sale part and
black color shirt is production.
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Remark when employee goes to factory must were medical gown, were hat and glove for
cleanness and sanitary in work.
Uniform employee
- Luncheon
- First aid uniform to the factory
Arrange grant in aid when occur situation i.e. the funeral, ordination, marriage that
occur directly with the employee
Remark In overtime work will specific in production employee only in the part of
other position receive normal salary because has order everyday that must has overtime
production employee
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Welfare costs
Welfare costs per year (baht)
catalogue
Year 1 Year 2 Year 3 Year 4 Year 5
Uniform employee 2 uniform 6,900 6,900 7,800 8,700 9,000
Luncheon 10,680 10,680 10,680 10,680 10,680
First aid uniform 500 500 500 500 500
grant in aid 5,600 5,600 6,400 7,200 7,400
Welfare costs
Labor relations
Strategy
The good relationship between employer and employee for occur loyalty of employee
with the company and employer all of promotion activities together for good attitude with
business and good relationship between employee themselves
Activities relationship with employee in the company provide for employee relax from
work and can good relationship together follows as
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The company has make sign board regulation and discipline in work for employee get
acknowledge without expectation and don’t behave infringe rule of the company.
Objective
In conform to law in labor legislation and for employee has understand in right and
duty about labor legislation all above of work together between the company with employee
that assign regulation about work with employee
Employee must acknowledge that text give to the company is truth, if appear in
later that this text in employment contract not truth the company can reserve right to cancel a
contract immediately by don’t pay recompense and wages replace tell beforehand and any
damages.
Because the company has allocate work shift of employee production therefore,
working time to business follow as
Day shift
Workday: Monday-Saturday
Night Shift
Workday: Monday-Saturday
Customer assistant
Workday: Monday-Saturday
Workday: Monday-Saturday
1. Holiday week
Production staff during the morning Stop on Sunday
Production staff during the afternoon Stop on Saturday.
Customer assistant Stop on Sunday
General staff Stop on Sunday
2. Holiday
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The company will decide Holiday in the calendar year at least 13 day per year all of
Labor Day and will pay compensation equal normal work by will notice tell in yearly
beforehand New Year’s Eve, if holiday that the company decide correspond to
3. Annual vacation
- Employee that work continued and then 1 year has right annual vacation get 7 days
in workday by receive compensation equal workday
Discipline is regulation or the company decides regulation that everybody will follow
rule strict and disobedience regulation about discipline may have been disciplinary action.
These follow action, business is regard as disciplinary actions of the company's fault, and this
employee will have been disciplinary action
Discipline-related work
Employee must perform their duty that assignments with one’s full effort for
usefulness and progress in the company and employees themselves.
1. Cards save time and work is basis show to the implementation of the employee
therefore, employee always must record in this card in workday when come to work and
work off by yourself that Through – out within factory and the company
2. Do not recording card instead, remove scratches, or more killing or destroy the card
both themselves and others
3. Employee that forget card save time and work or get assign to be out and can’t
recording time you should do certificate time work follow form of the company occur
present to manager approval in next day otherwise it’s absence
from work
4. Employee don’t must arrive late, don’t work absenteeism and leave work while in work
and must work to time assignment.
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5. Employee must comply and comply with lawful orders of the company and don’t show
rudely or aggressive and disobey with commander
6. Employee must acknowledge interest and obey an order or all notice of the company
which notice Announced by widely at the posting of the company and don’t
remove scratches, or more killing or destroy, and
changed upon moving or destroying the company's orders.
7. If employee is sick or has emergency kit engaged make can’t work, that employee will
indicate to division manager whether any method in the early days of leave.
8. Employee not disclose secret about compensation, detail or other benefit in the
company.
9. Employee don’t any activities that may be the company get defamatory all about don’t
find the benefit personal by use position in the company.
10. Employee must support and cooperate in The operation of the company on a regular
basis by must hard working and don’t delay work intention and help work Duties as
assigned
11. Employee doesn’t any transaction that may be impact with time work or work in the
company.
12. Employee must glad give time work to the company besides time work normal follow
necessity and Appropriate to the duties of the responsible
13. Employee must help, take care and economize to use tool or machine and energy etc.
14. Employee must be careful and take care, preserve or property of the company and tell
to division manager when a company’s good damage or loss.
15. Forbid employee behave oneself in the taint way that bring to collective and the
company all above which activities shouldn’t gentlefolk be done i.e.
evil conduct as objectionable to society and thug or rowdy conduct or actions which
indicate that the deterioration in morality, etc.
16. Forbid everybody is play or join gambling table all type in business area all in work
and off work.
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17. Forbid employee is promoters contend or use force against attract each other in the
work area and in the way thought-out of the company all of in time and out time or
while work in the company
18. Forbid Employee is drinking alcohol or Drug abuse of all kinds in the company area
and work area whether it is work time or out time strictly.
19. Forbid employee steal, snatch or bring property and product in the company go out of
the area without permission or steal property other people.
20. Forbid employee brings or carries weapon come to the company area strictly.
Layoff
- In case employee has negate health that unsuitable with work when get medical
examination from modern medicine and conclude that health of employee don’t suitable
status with work, if work continue may be harmful to health of employee or other therefore,
the company must layoff by pay recompense follow Labor protection laws
For occur understand and join to decrease problem in work, and the business that
assign way including how to complaint and present opinion follow as
2. Complaint is duty of manager directly that will fine the way to reconcile and
harmonize to end in the good way.
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Disciplinary action
Moreover besides action according in any case employee will don’t action according
which is considerate serious violation employee who do will be layoff by not tell beforehand
and will not pay recompense will not receive any compensation or damages of the total.
3. Break regulation or agenda about work or lawful order of the company and the
company has warned in the book unless it’s not a serious warning
Expenses related activities in each year
catalogue
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Conclusion
All About Sweet provides Thai Dessert in two ways are sale in our shop and
distributer. The differentiation of package is size and price. Distributers, customer can buy
our product at the 7-11 in over Bangkok. Actually, Thai dessert has short product shelf life
as day by day so we give precedence of product shelf life because maintain product quality
and flavor as well as customers health. All About Sweet is located at business area where is
convenient place known as the BangKae. We choose this area because the place is
convenience- easy to buy or easy to reach. Shop opened every day since 10.00 a.m. to
19.00p.m. We concerns of logistic management because we are a distributor who distribute
the product which is short shelf life. In addition, we have only a supplier; 7-11 (seven –
eleven) the reason that All About Sweet choose 7-11 (seven – eleven) are can provide tasty,
exquisitely, clean, and high quality of Thai dessert within time that we specify and has branch
around country make to distribution for customer throughout, customer has choice for buy
product more and more, and the customer get convenience for selection and buying product.
Moreover, All About Sweet concerns more about customers satisfy so we try to find the
options which enhance customers satisfy. There are many machines that we provide to our
customer for making comfortable. We have the facility management both providing the
facility for customers and protection our own shop. In addition, we give precedence about
employees within our organization because if we have a good person to work in a right
position, the business can reach to achievement. There are many cost of investment to do
business: All About Sweet borrow money 25,000,000 Baht, interest rate is 11% per year
which referent from The Siam Commercial Bank, Period of credit is 5 years, and Interest
expense is 543,560.58 Baht per month.
The total cost of pre operating cost is 42,025 Baht and the total depreciation cost is
774,006 per year. Administration cost of All About Sweet consist of water, electricity,
telephone cost, salary, rental fee, maintenance, licensing fee, equipment, miscellaneous
expenses, signboard fee. Cost of water and electronic increase continuously because sale
increase.
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CHAPTER 5
FINANCE ANALYSIS
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Chapter 5
Finance analysis
Project Analysis
1. Payback Period
Annual Income
11,104,870.78
Year1 9,915,734.23
Year2 3,412,941.14
Year3 5,027,669.22
Year4 6,565,002.93
Year5 8,203,095.86
Income Statement
Monthly Base
Year 1
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Year 2
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Year 3
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Year 4
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Year 5
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Monthly Base
Year 1
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Year 2
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Year 3
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Year 4
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Year 5
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Monthly Base
Year 1
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Year 2
All About Sweet 170
Year 3
All About Sweet 171
Year 4
All About Sweet 172
Year 5
All About Sweet 173
CHAPTER 6
RISK ANALYSIS OF PROJECTS
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Chapter 6
6.1 External Risk Risks caused by external factors are the neither risk that its Thai
desserts can’t predict nor control. It is beyond the risk management and operational
executives and employees of the industry. So the company has a good plan to prevent risks
that may happen from external influences and to support the risks that the company will face
in the future. Risks happen from external factors include.
Chilled Food is business rapid growth all the time in 5 years by rate 30% per year by
year 2549 has market price in the country more than 10,000 million baht and this is high
competition segment, this market is has new competition all the time because of beside this
market rapid growth continue every year, it has market share appropriate with change in life
of young generation that is majority people don’t cook your own or may be cook in
reduce frequency and want to convenience, fast compound with urban people select to living
in condominium that doesn’t has main kitchen is ready to cook, these element effect to rapid
growth in instant food continue.
campaign about health together with present brand for customer turn to interesting in
product’s.
6.1.3 Supplier
In production process fructose component in dessert that difference from other brand
dessert. Fructose is one sugar get from fruit and sweetness from general sugar more than 1.4
times which suitable with diabetes, but in Thailand don’t has fructose that just import from
foreign which high price, the price of fructose is 220 baht/kilogram in the other hand price of
sugar is 25 baht/kilogram in average. All about sweet just cope with the high price of fructose
including fructose rather desiccation make to easy lose. All about sweet realize in health that
use fructose in production and fructose can reduce quantity because sweetness more than
other kind of sugar. Moreover fructoses packing in liquid form which easy to take in dessert
but sugar just boil with water before take in dessert.
(Source: http://www.doctor.or.th/node/3341)
6.1.4 Economy
(Source: http://www2.manager.co.th/Daily/ViewNews.aspx?NewsID=9540000002076 )
6.1.5 Politic
Political factors are risk factors that weigh most in creating sustainable economic
growth in 2554. In the past 2-3 years; the political situation is that we have our concern it
because sometimes is significant an affect to investment, consumption, and economic policy.
Because Thailand’s politic lacks of efficiency in the administration thus it affects to the
decision making process to invest in the business (the investors are not confidence in the
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economic that is results from the political uncertainty). From this effect, it causes to have a
high rate of unemployment within country. And the income of people decrease including the
economic recession that causes to people more prefer to save their money and it affects to the
overall money isn’t running so; the revenue of any business will decrease.
(Source:http://www2.manager.co.th/Daily/ViewNews.aspx?NewsID=9540000002076 )
Technology Changing
Technologies affect business in the current. Thai dessert business is growing rapidly
and has many operators. For currently many types of businesses are more profitable when in
communications technology can reduce the number of intermediaries. And many businesses
have closed because there was no need to operate longer. Technological affect to changes the
lives of people and business by the internet. Today people known that technologies move
along dynamically with the world changes rapidly over time such as technology that business
can’t use in present but in the future may has better technologies arise consist of technology
in production or technology in design packaging etc.
Since the understanding of consumers with a dessert in long time usually have the
amount of Cal Lori high that is risk for diabetes and coronary artery obstruction. It the cause
of consumers can avoid dessert of us, it is possible.
From the reason, resulting in a dessert business would have been a good response
from consumers. According the information is importance for customer decision to much.
(Source: FundHealthPromotion).
The risk of fire is causing serious damage. May result in property within the building
or products that we stock are lost in short time. Sometimes cause it to fall shattered.
1. Risk Reduction
2. Risk Transfer
By Insurance transfer
All about sweet company to do contract with AXA Insurance companies.
The category of factory is food processing plants that plain concrete. Then the value
of Building about 6,000,000 bath. Then calculate insurance cost is 16,500 baht/year.
Protection of being stolen 100,000 baht per time. And Insurance and building on more than
6,000,000 baht when fire.
http://www.sib.co.th/silkspan1/insurance/business/BA_insurance.asp?tag=%BB%C3%D0%
A1%D1%B9%CA%D3%B9%D1%A1%A7%D2%B9%B8%D8%C3%A1%D4%A8&typede
aler=ss_googleAdWords-ins
6.2 Internal Risk Risks of its Thai desserts must face often is the risk factors within the
industry. This may be important for several reasons including. Operating risk is risk that can
be visible and obstruction control infrastructure because of these risks under the industry's
operations. The Company's operations may face the risk of these characteristics is
6.2.1 Marketing
Adjust the marketing mix using the result of analysis to consider the following
guidelines for planning.
Product analyses of the causes that make the company grow slowly and develop
products to meet the needs of customers.
Prices remain the same person can be considered as an important reason that
consumers purchase products but may be updated with promotions.
Place the channel that can reach the target or not, and by distribution channel in the
new format for the distribution channels more efficient.
Promotion added promotions to encourage more consumers to buy and try more
products.
Price preserves the original price in order to maintain existing customers and to create
for the trial of new customers.
Place to expand distribution channels to meet the increased sales and also open up
channels for customers to find products more easily. Promotion and marketing campaign as
part of courtesy to clients and give the Brand Loyalty as well as attract new customers.
Preparing a contingency plan to prepare for work on a random event caused by nature
that we do not set or not in accordance with the plans, which are planned as follows.
When recruiting staff to work behind the company to employees who are required to
work overtime and if the number of employees, very little is not enough to power production
must be selected from vocational schools in the field of home economics to students. ability
for work or a temporary employee by the daily wage, which works as a temporary employee
can easily find someone soon needs at the same time can work in an acceptable level.
2. If the lack of staff in key positions. Employees in key positions do not work the
cause it was necessary to work. So, the solution is must be require training for all employees
have the ability and knowledge in a similar job to resolve the case which is the job was
necessary such as production employees are many people but sometime it occurs the lack of
employee. It can modify by another.
3. If staff leave.
Before employees leave the company owner must be interviewed before leaving the
job to determine why employees leave their jobs to the needs of staff and asked if he wanted
something and defects of the organization in order to develop personnel management
function within the organization for personnel on the organization a long time.
http://www.hrlawman.com/index.php?lay=show&ac=article&Id=538973494&Ntype=5
6.2.3 Infrastructure
If the power goes out the restaurant has a backup system in case of emergency power
to avoid disruption to production systems and to avoid chaos in the shop.
If water does not flow if the production department will be put back up water tank to
prevent water because if water does not flow can be considered as critical infrastructure to be
used in production.
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Integrity and the honest of our employees is the most important risk that more effect
to operation management. If the employees are not honest with their responsibility, the
trustworthiness between employer and employee will be decrease. And it can make business
come down because, the member in industries are not unity. So, manager must be use the
family as a policy to manage their employees while the manager is the leader of family who
identify the responsibility of each person, take care, suggest and give consultant to all of
employees. It can make employees happy with their job.
Source:http://www.hotel-online.com/Trends/Andersen/1999_FraudRisk.html
Because the company uses few machines, so it has less chance to damage. The
possibility to damage from processes of machines is most in errors in the work of the
machine of operation. If the machine error or fail, the product will lack. It is a key factor in
production and effect to can’t produce product.
Machinery used in the production system is designed well, although the damage would have
events like this always happen the company will suffer losses too, at least the following three
reasons.
One - on machinery and equipment damage will not be able to produce. When they could not
produce for sale when there are no products to sell will be no revenue for the company.
Second - on defective machinery and equipment manufacturing employees have no job, but
companies still need to pay.
Third - When machinery and equipment is damaged, even just a single unit could be shut
down and production systems, which cause loss of both production and finance.
http://www.nsru.ac.th/e-learning/sonthaya/lesson%2010/lesson%2010.html
6.2.6 Communication
All about sweet import machine from China including material for produce in process
that has communication diverse and many channel to transportation material in factory.
Internal to intermediary and to external that is communication for relationship in between the
company which buy material or machine, however in communication may be error because
of use document for operation in many processes because of can to be a foundation make to
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check error and a history of the company but rather slow operation because of is a manual
which pass in many division and when accident something may be occur damage of
document in the solution all about sweet use new technology such as use intranet for protect
of information and send e-mail in company for fast in operation but should be manual in
together with compiled in computer for protect in 2 way for safety information in the
company.
Sale of company reduces for 10% Company will have revenue as follow:
• Year 1 income of company equal 21,385,350.00 bath
• Year 2 income of company equal 24,440,518.30 bath
• Year 3 income of company equal 27,495,450.00 bath
• Year 4 income of company equal 30,550,500.00 bath
• Year 5 income of company equal 33,605,550.00 bath
Sale of company reduces for 15% Company will have revenue as follow:
• Year 1 income of company equal 20,197,275.00 bath
• Year 2 income of company equal 23,082,711.70 bath
• Year 3 income of company equal 25,967,925.00 bath
• Year 4 income of company equal 28,853,250.00 bath
• Year 5 income of company equal 31,738,575.00 bath
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The risk analysis is show status of company while it meets with risk such as
Conclusion
All about sweet company are new company enter to market in the other hand another
company will enter to market also, whatever in every company will cope with everything for
preserve and protect our company that our company will consider about risk company which
consider all side around company although in the present it’s begin yet but in the future if it’s
begin with our company, our will cope with these risk. All about sweet company consider in
external and internal of our company that external risk are competition in the market,
changing of customer need, supplier, economy, politic, technology risk, social Risk,
substitute products risk, and the risk of fire from these risk have how to solve problem such
as when have many competitor in the market but nowadays the people has extreme of hasten
which want instant meal that our company is one of instant meal but kind of dessert have
many snack and another dessert effect on customer changing to another dessert, our company
will show concept of dessert are instant food, clean, and delicious. Supplier is the price of
material because of the price uncertain and control material for begin of little damage and
link to internal problem politic and economy because of if economy recession effect to price
of material high and not investor to investment in country. Technology risk is dynamical and
change up to date, therefore our company should be know news technology and has
personnel for adaptation for packaging and healthy trend is popular in the present because of
people turn to take care health, therefore our company will support social risk for customer
word of mouth make to customer know in our product but trend of healthy effect on our
company also because of have many brand grand opening and have many choice for
customer therefore, our company will set appropriate price may be customer turn to select our
product. And the last risk from fire, in this case will just especially carefully because if it’s
begin in our company will wreckful and not control, therefore our company will strict
prevention and insurance transfer, can be seen that external factor don’t control but our will
cope with risk and do for begin of little damage, in the other hand internal factor will control
and set from team work, therefore internal factor will depend on cooperation of everybody
such as human resource, communication and integrity, our company will trend and make to
employees loyalty and responsibility work and teach of honest in company, think with
company is family, in the part of machine and infrastructure and marketing our company will
consider to product price place and promotion for the product access customer and accepted,
however our company will have many structure for change and adaptation for cope with
uncertainly situation, and the last performance of the machine although it’s don’t life but
important for our company because our product use machine if machine don’t work will
effect on our company and our product, our company will check and take care of machine
including train employee for use right machine. These are risk of our company and have
many factor that our company will protect and carefully when if begin of these situation for
cope with problem and right solve problem.
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CHAPTER 7
PROJECT FEASIBILITY SUMMARY
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Chapter 7
All the competitors will see that each company has own different features. Therefore,
the company studies strengths and weakness of other competitors that existing in the market
for setting own competitive strategy in order to suitable for establish own business to
compete and expand in markets.
For the external factors; social factors, political factors, economic factors quite not
impact for drinking water business, but the company emphasize for technological factors.
Because machines and equipments in the company quite important and necessary to use in
the production. The management of the company in the previous phase of operations must be
studied and decided on production, management within company, capital, and markets to
provide products. For management and organizational structure, company will register under
the limited company and pay tax in term of juristic person to the Revenue Department. And
follow the Business Development Department role for establish company.
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For marketing, mostly our customer is household, restaurant, 7-11, etc. In public
relations, make sure that our product has high quality by the certificate GMP from Food and
Drug Administration, use brochures. In production of sweet, fresh milk is in the process of
operational efficiency and production process of advanced sweet, fresh milk. The market
demand is increase 10%-15% in summer (March, April, and May) and New Year Holiday
(December and January). In transportation, begin from sweet, fresh milk that has inspected
quality and then deliver to consumers and agencies follow scheduled time. The company use
land in transportation goods from warehouse to consumers. Production cost may change from
sales forecast and sale forecast increase 10% every year.
Estimate cost
Investment structure of All about Sweet Company invest on established factory and
building amount 25,000,000 bath
Investment cost
Lands 2,700,000
Buildings 5,130,900
Equipments 217,845
Vehicles 856,000
Machine 684,115
Totals 9,588,860
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The company has salaries paid of employees defined by features that are opened up.
Company has 2 person of administration, 8 person of production, 2 person of shipment and 1
person of security so that have increasing salaries for productions in the year 3 of operators
are 10%. About part time, the company will receive 2 employees in year 4 between April to
May, which in year 5 receive 1 employee in January and December, and receive 3 employees
between April to May so, paid 7,000 baht/month.
Utility cost
• The power value of industry as a household industry has charge at 1.7314 baht per
unit.
• Water supply of industry as a household industry has charge at 2.350 satang per liter
Other
• Include telephone, internet, gasoline costs, and miscellaneous expenses.
Costs of sweet, fresh milk arising production and operating are divided fixed costs and
variable costs. This will be depends cost on the company's production in each period that will
not charge fixed costs remain the same.
Budget use in the industry is about 25,000,000 baht. The industry has capital from
investors or lending in the rate of 100%. It charged 11 percent interest loan over a period of 5
years. After the industry is operating, industry is time to pay back in year 3. All of this is seen
that the sweet, fresh milk arising industry have the probability of business doing and the
return on the investment level of satisfaction.
Industry has risk that means opportunities for industry of drinking water will be losses the
result in operating. It may not operate successfully according to plan or target. Operation of
all activities must have a definite risk and occurred in one level for executive to face.
Uncertain risks are Management cannot be predicted and must prevent or eliminate such
risks. Risks caused by external factors are a risk that management itself can not predict and
can not control. It is beyond the risk management and operations management such as,
technological changes, customer needs, economic conditions, competitive circumstances,
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shortages of raw materials, and substitute product. Risk that management of industry must be
constantly facing is influenced by internal risk. Which may be diverse and significant
include, risk in operations such as risk of human resources, errors caused by defects of the
machinery running, efficiency of the product, health and safety. Risk of integrity consists,
financial reporting is fraud, and employees are fraud. Risk in mandate includes, leadership,
commissioning authority, providing credit, and media. Final risk is financial risk. When
revenues start to decline affect operations directly because the rate of increase of annual
income does not increase much. It same as similar expenses because it costs a rate increase
that may not pay back period of within 3 years. The interest rate is risk considered to have no
effect on all operations. Because interest rates increase and the payback period is still the
same. It allows businesses to operate in at all and will be seen that the financial risk is critical
to many businesses. Therefore, industrial and drinking water must care costs every time the
market and more marketing strategies to attract customers to date to increase business
revenue. If business income because of lower than 7 percent and it may cause industry to
suffer with loss. Attention in detail is very important to the business.
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REFERENCE
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All About Sweet 211
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phueak-
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%20%E0%A4%C3%D7%E8%CD%A7%A1%C7%B9-
%BC%CA%C1%20%E1%BA%BA%E4%C1%E8%C1%D5%A4%C7%D2%C1%C3%E9%
CD%B9
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%E0%B8%9A%E0%B8%A3%E0%B8%B4%E0%B9%82%E0%B8%A0%E0%B8%84%E0
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http://www2.manager.co.th/Daily/ViewNews.aspx?NewsID=9540000002076
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APPENDIX
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ost of Production
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Operation Expenses
Year 1
Year 2
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Year 3
Year 4
Year 5
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