WarmUp Fitness4D

PREFACE
This project is a part of 1203302 Project Feasibility Study and Evaluation subject in
the second semester of 2011. In this project is studying the feasibility of fitness4D business ,
Chiang Mai province. This project are including general informations business, industry
profile, market strategies, the technical process to run fitness business, the financial
feasibility, and risk management of fitness center business.This project makes people who
interested about investment to get knowledge and information about fitness center before
makes decision to investment. This projects its support investor get the benefit to investment
and profit of doing in fitness center business.We expect that our project will provide more
benefit and more interested to any person.The important, we are thanks Aj. Chaiyawat
Thongintr that lecturer who give us knowledge and consultation for the successful project.
Moreover, if this project has any error, our group made an apology for this chance.

Project feasibility
Group 22
Members
Miss Kanokporn Suaysom 5231205001
Mr.Thanawin Chutimakorn 5231205058
Mr. Teerat Prasertkunanya 5231205065
Miss Pratchayaporn Onglaor 5231205084
Mr. Premnetr Srijak 5231205091
Mr. Pathompong Poomratchayakul 5031207016
Mr. Peerapong Pongpadung 5231205107
Mr. Poweres Kittikonrut 5131207065

CONTENT

Preface
Content

Chapter 1: Introduction 1
Background and Significance of the project 2
Project Objectives 3
Benefits of Project 3
Time frame of the study 4

Cheaper 2: Industry Profile 5
2.1 Nature of industry 6-19
2.2 Situation of industry 20
2.3 Product and Service 21-22
2.4 Vision 23
2.5 Mission 23
2.6 Strategy 24-26

Chapter 3: Market Feasibility Study 27
3.1 Marketing Analysis 28-34
3.2 Competitive Analysis 35-47
3.3 STP Analysis 47-55
3.4 Marketing Mix Strategy 56-57
3.5 Marketing Expenses 58-61
3.5 Sales Forecast 62-67
3.7 Conclusion in market feasibility 68

Chapter 4: Technical Feasibility Study 69
4.1 Production and Operation Analysis 70-74
4.2 Characteristics of Product 75-93
4.3 Investment Cost 94-96
4.4 Depreciation 97-99

Chapter 5 : Operation Cost 100

5.1 Product Characteristics 101-121
5.2 Operation Cost 122-136
5.3 Depreciation 137-151

Chapter 6 : Administration Analysis 152

6.1 Administration Cost 153-159
Chapter 7 : Financial 160
7.1 Year1 161-166

7.2 Year2 167-172
7.3 Year3 173-178
7.4 Year4 179-184
7.5 Year5 185-190
Chapter 8 : Risks Management 191
8.1 Risks Analysis 192-193
8.2 Risks Calculate 194-216
Chapter 9 : Conclusion 217
9.1 Conclusion 218
Reference 219-223
Appendix 224-236

Chapter 1

Introduction

Background & Significant of the project
Fitness center in Thailand is very popular and everybody know it, especially the
people who want to have grown and strong muscle, this activity can make them to relax and
have benefits to the body and healthy in directly, for example the people who have small size
of muscle can play many machine in fitness for bigger size. But now especially in Thailand
every fitness center are still the same and no new innovation. Although In present everybody
increases care healthy more than ever before and they choose to go to fitness but this business
have more competitors too. In Thailand have more fitness centers and each fitness center
want to have the difference from competitors for attracting the customer and then they have
to apply new technology and innovation to use for convenience in fitness center. The popular
in fitness is fitness 4D can help motivate give people want to play fitness.
Fitness is very important so we will make fitness center name is warm up fitness 4 D
in Chiang Mai for healthy and new technology combination. Make to free time is benefit and
solve many problem to body is tolerant. We have new fitness for all parts of the body and 4D
help to want to play fitness more than before. 4D is an innovative technology that is gaining
popularity in the film industry and theme parks. People in many countries know it well in
Thailand it is known more as well. This is an innovative fitness center application and It
never happened just only business plans or ideas only. We found occasion to gaining
popularity. Our company has an idea and will make it occur. Innovations are developed into a
full option fitness more advanced the technology is more advanced. If compared with
competitors, then chances are greater possibilities but the start of the business must focus on
advertising and make customers know our service.

Objective
To learn about establishing business in each step that we should to be what first.
To investigation statistic and economy for this project.
To study financial for apply business.
To get experience from doing this project to adapt and using in future.
To investigation competition and situation of our project
To learn how to solve problem when doing project in each part.
To learn about risk analysis to set back up plan to solve problems from the thing those
we cannot know.
To make unity of team work to success our task.

Benefits of project
Learn how to make project.
Understand fitness industry in Thailand.
Know how to buy new technology and equipment of fitness center.
Get to know about set approach objective.
Know about competition and situation of fitness center.
Know about planning before decision in business.
Learn how to solve problem when doing business.
Make to want doing research and find information.
Know how to make business to be attractive.

Gantt chart & Time frame

Date and Time Nov. Dec. Jan.
1 2 3 4 1 2 3 4 1 2 3 4
1. Planning strategic. x
2. Distribution of
tasks to each
department.

x

x

3. Define the business
opportunities.
X X
4. Select best
alternative of
strategy.

X

X

x

5. Conclusion before
conducting business
4D fitness.

x

x

6. Analyzing
appeared events or
problems during
conducting business.

x

x

7. Study about the
finance feasibility.
x x x
8. Planning to
purchase land in
Chiang Mai.

x

x

9. Prepare a possible
way to launch a
business.

x

x

x

10. Conclusion of
project feasibility.
x x X

Chapter 2

Industry Profile

Nature of industry
The History of Fitness

Introduction

As we enter the 21st century, one of the greatest accomplishments to be celebrated is the
continuous pursuit of fitness since the beginning of mans existence. Throughout prehistoric
time, man's quest for fitness has been driven by a desire to survive through hunting and
gathering. Today, though no longer driven by subsistence requirements, fitness remains
paramount to health and well-being. This article will highlight historical events and
influential individuals who have shaped the history of fitness beginning with primitive man
up to the foundation of the modern fitness movement.

Primitive man and fitness (pre-10,000 B.C)
Primitive nomadic lifestyles required the continual task of hunting and gathering food for
survival. Tribes commonly went on one- or two- day hunting journeys for food and water.
Regular physical activity apart from that necessary for hunting and gathering was also a
principal component of life. Following successful hunting and gathering excursions,
celebration events included trips of six to 20 miles to neighboring tribes to visit friends and
family, where dancing and cultural games could often last several hours. This Paleolithic
pattern of subsistence pursuit and celebration, demanding a high level of fitness and
consisting of various forms of physical activity, defined human life.

The Neolithic Agricultural Revolution (10,000-8,000 B.C.)
The Neolithic Agricultural Revolution marked the conclusion of primitive lifestyle and
signified the dawn of civilization. This historic period was defined by important agricultural
developments including animal and plant domestication, and the invention of the plow. These
human advancements made it possible for hunting-gathering tribes to obtain vast amounts of
food while remaining in the same area, thus transforming primitive man into an agrarian
(agriculture and farming) society. This era in history symbolizes the beginning of a more
sedentary lifestyle, as man began to alleviate some hardships of life while simultaneously
decreasing daily physical activity.

Ancient civilizations - China and India (2500-250 B.C.)

China
In China, the philosophical teachings of Confucius encouraged participation in regular
physical activity. It was recognized that physical inactivity was associated with certain
diseases (referred to as organ malfunctions and internal stoppages, which sound similar to
heart disease and diabetes) were preventable with regular exercise for fitness. Consequently,
Cong Fu gymnastics was developed to keep the body in good, working condition. Cong Fu
exercise programs consisted of various stances and movements, characterized by separate
foot positions and imitations of different animal fighting styles. In addition to Cong Fu
gymnastics, other forms of physical activity existed throughout ancient China including
archery, badminton, dancing, fencing, and wrestling.

India
In India, individual pursuit of fitness was discouraged as the religious beliefs of Buddhism
and Hinduism emphasized spirituality and tended to neglect development of the body.
Consequently, the importance of fitness within society in general was relatively low.
However, an exercise program similar to Chinese Cong Fu gymnastics developed, while still
conforming to religious beliefs, known as Yoga. Though its exact origin has yet to be
identified, Yoga has existed for at least the past 5000 years. Translated, Yoga means union,
and refers to one of the classic systems of Hindu philosophy that strives to bring together and
personally develop the body, mind, and spirit. Yoga was originally developed by Hindu
priests who lived frugal lifestyles characterized by discipline and meditation. Through
observing and mimicking the movement and patterns of animals, priests hoped to achieve the
same balance with nature that animals seemed to possess. This aspect of Yoga, known as
Hatha Yoga, is the form with which Westerners are most familiar and is defined by a series of
exercises in physical posture and breathing patterns. Bedsides balance with nature, ancient
Indian philosophers recognized health benefits of Yoga including proper organ functioning
and whole well-being. These health benefits have also been acknowledged in the modern-day
United States, with an estimated 12 million individuals regularly participating in Yoga.

The Near East (4000-250 B.C.)
Early political and military leaders within the civilizations of Assyria, Babylonia, Egypt,
Palestine, Persia, and Syria, realizing the importance of fitness to the efficiency and
performance of military forces, encouraged fitness throughout society. Perhaps the best
example of a civilization utilizing fitness for political and military purposes is the Persian
Empire. Persian leaders demanded strict physical fitness from its people, which was
accomplished through the implementation of rigid training programs. At the age of six, boys
became property of the Empire and underwent training which included hunting, marching,
riding, and javelin throwing. Fitness training to improve strength and stamina was not
intended for health benefits, but rather to create more able soldiers to help expand the
Empire. The Persian Empire during its height, with its policy and emphasis on high fitness,
eventually encompassed all of the Near East. However, emphasis on fitness levels throughout
the Persian civilization decreased as affluence and corruption entangled political and military
leaders. The downfall and collapse of the Persian Empire occurred at a time when society
could largely be characterized by an overall lack of fitness.

Ancient Greek Civilization (2500-200 B.C.)
Athens
Perhaps no other civilization has held fitness in such high regard as ancient Greece. The
idealism of physical perfection was one that embodied ancient Greek civilization. The
appreciation for beauty of the body and importance of health and fitness throughout society is
one that is unparalleled in history. The Greeks believed development of the body was equally
as important as development of the mind. Physical well-being was necessary for mental well-
being, with the need for a strong, healthy body to harbor a sound mind. Many founding
medical practitioners facilitated the growth of fitness throughout ancient Greece, including
the likes of Herodicus, Hippocrates, and Galen.

Gymnastics, along with music, was considered to be the most important classroom topic. A
common saying in ancient Greek times was "exercise for the body and music for the soul.
Gymnastics took place in palaestras, which were sites of physical education for young boys.
The palaestra consisted of an indoor facility for gymnastics, in addition to an outdoor area for
running, jumping, and wrestling. When adulthood was reached, typically between the ages of
14 and 16, the site for fitness training switched from palaestras to gymnasiums. Exercise in
the palaestra and gymnasium was supervised by the paidotribe, who is similar to the modern
fitness trainer. This idealistic fitness situation existed most strongly within Athens, which has
been characterized as a democratic society most similar to the United States.

Sparta
The Spartans of Northern Greece valued fitness even more than the Athenians. However, the
heightened interest in fitness within Spartan culture was primarily for military purposes.
During this era, Greek states were frequently at war with each other. Fighting skills were
highly correlated with physical fitness levels, making it imperative for individuals to maintain
high fitness levels. Spartan society required males to enter special fitness programs at the age
of six. From this point until adulthood, the government was responsible for the childs
upbringing and training. This upbringing consisted of rigorous training programs that ensured
all boys would grow into highly fit adult soldiers. Females were also required to maintain
good physical condition for the purpose of being able to have strong offspring who could
serve the state. The military-dominated culture of Sparta resulted in one of the most
physically fit societies in the history of mankind.

Roman Civilization (200 B.C.-476 A.D.)
The Roman Empire was the antithesis of the ancient Greek civilization with the overall
physical fitness condition of the Roman civilization highest during its time of conquest and
expansion. During this period, all Roman citizens between the ages of 17 and 60 were
eligible for the military draft. Therefore, it was imperative for all citizens to maintain good
physical condition and be prepared for service. Military training consisted of activities such
as running, marching, jumping, and discus and javelin throwing. This lifestyle resulted in
strong, fit people who conquered nearly all of the Western World. However, the fitness levels
of the general Roman population declined as individuals became enamored with wealth and
entertainment, such as the gladiator battles. Materialistic acquisition and excess became
higher priorities than physical condition. The lavish lifestyle and physical decay eventually
took its toll as the Roman civilization fell to the physically superior Barbarian tribes from
Northern Europe.

The Dark (476-1000) and Middle Ages (900-1400)
The crumbling of the Roman Empire, which was conquered by Barbarians from Northern
Europe, symbolized the beginning of a millennium of intellectual standstill. However, these
occurrences were beneficial with respect to fitness. The lavish lifestyles of the Romans had
resulted in the complete deterioration of the society's fitness level. The barbaric tribes from
Northern Europe possessed similar characteristics to primitive people. Their lifestyle
consisted of hunting and gathering food, and tending to cattle. Physical activity and fitness
were prerequisites for survival. Therefore, despite the cultural setbacks that occurred with the
fall of the Roman Empire, fitness experienced a revival during the Dark and Middle Ages.

The Renaissance (1400-1600)
Following the Dark and Middle Ages, the rebirth of cultural learning from the ancient Greek
and Roman civilizations gave rise to the Renaissance. Accompanying this time period was a
renewed interest in the human body. Once again, the ancient Greek ideals, which glorified the
human body, gained widespread acceptance. Many individuals, including Martin Luther
(religious leader), John Locke (philosopher), Vittorino da Feltra, John Comenius, and
Richard Mulcaster (physical educators) maintained that high fitness levels enhanced
intellectual learning.

Civilizations that recognized the importance of fitness needed an avenue to convey this
knowledge to their people. Therefore, fitness and physical education share a common bond.
Physical education became the tool used to spread the value and benefits of fitness
throughout society. School programs, primarily in ancient Greece, had previously recognized
the necessity for curriculums involving physical education. The renewed appreciation for
human life, which evolved during the Renaissance, created an environment which was ready
for the widespread development of physical education throughout Europe.

National Period in Europe (1700-1850)
Continental Europe underwent numerous cultural changes following the Renaissance. Fitness
remained important and continued to follow trends initiated during the Renaissance. Physical
education programs expanded within emerging nations of Europe. Intense feelings for
nationalism and independence created the atmosphere for the first modern fitness movement,
which came in the form of gymnastics programs. Gymnastics enjoyed immense popularity
during this era, becoming especially prevalent in Germany, Denmark, Sweden, and Great
Britain.
Germany
The growth of gymnastics in Germany can be primarily attributed to the work of two physical
educators: Johann Guts Muths and Friedrich Jahn. Guts Muths is generally referred to as the
"Grandfather of German Gymnastics." He invented numerous exercise programs and the
equipment upon which they were performed. His lifetime works and achievements are found
in two books - Gymnastics for the Young and Games.
Friedrich Jahn earned the title of "Father of German Gymnastics" for his long-lived work. It
was early during Jahn's lifetime that Napoleon conquered much of Europe, including
Germany. With its downfall to France, Germany was subsequently divided into separate
states. Jahn's passion for German nationalism and independence became the driving force
behind his creation of gymnastic programs. He believed future susceptibility to foreign
invasion could be prevented through physical development of the German people. Shortly
thereafter, exercise facilities that housed apparatuses designed for running, jumping,
balancing, climbing, and vaulting called Turnvereins developed throughout Germany.
Sweden
Per Henrik Ling developed and introduced his own gymnastics program to Sweden which
consisted of three different areas: 1) educational gymnastics, 2) military gymnastics, and 3)
medical gymnastics. Ling, who had a strong medical background, recognized that exercise
was necessary for all persons. He maintained that exercise programs should be devised based
on individual differences. Ling also believed physical educators must possess knowledge of
the effects of exercise on the human body. Ling used science and physiology to better
understand the importance of fitness.

Denmark
Frank Nachtegall, who initially started teaching out of his home, introduced and helped
popularize gymnastic programs throughout Denmark. He was especially concerned with
development of gymnastic programs within school systems. Childhood interest in physical
activity sparked Nachtegalls fascination with fitness. Eventually he taught in a private
facility, which was devoted entirely to physical training and later became director of a
program designed to prepare future fitness instructors called Training Teachers of
Gymnastics.

England
Within Great Britain, medical student Archibald Maclaren spread the word on the benefits of
fitness and regular exercise. Marclaren, like Per Henrik Ling of Sweden, was fascinated in
the scientific components of fitness. His lifetime works in these areas are recorded in
National Systems of Bodily Exercise and Training in Theory and Practice. Marclaren made
several observations based on his work, which are remarkably similar to present-day exercise
recommendations. Firstly, Marclaren believed the cure for weariness and stress was physical
action. Secondly, he noted recreational exercise found in games and sport was not sufficient
for attaining adequate fitness levels. Finally, Marclaren realized both growing boys and girls
required regular physical exercise. In agreement with Ling, Marclaren also recognized the
need for individual variation in fitness training programs. Furthermore, he documented the
importance of progression of exercise.

America Colonial Period (1700-1776)
Hardships of colonial life ensured that regular physical activity continued to be a lifestyle
priority, however during this period no organized exercise or fitness programs existed.
Colonial America remained an undeveloped country characterized by much unexplored land
and wilderness. Lifestyles during this era consisted largely of plowing the land for crops,
hunting for food, and herding cattle. This lifestyle provided sufficient levels of physical
activity with no additional need or demand for exercise to maintain fitness levels.

United States - National Period (1776 to 1860)
Fitness in the United States during the National Period was influenced by European cultures.
Immigrants brought many aspects of their heritage to the United States, including German
and Swedish gymnastics. Constant threats to independence and nationalism from foreign
invasion were dynamics prevalent in Europe and not the United States. German and Swedish
gymnastic programs failed to attain the same levels of popularity as in Europe.
However, early leaders in the United States were conscious of the need for exercise and
fitness. Benjamin Franklin recommended regular physical activity, including running,
swimming, and basic forms of resistance training for health purposes. President Thomas
Jefferson acknowledged the necessity for fitness, although maybe to a somewhat extreme
measure: Not less than two hours a day should be devoted to exercise and the weather shall
be little regarded. If the body is feeble, the mind will not be strong".
Early Physical Education in the United States
Within Europe, schools had been an important medium for spreading the need for fitness to
society through physical education programs. However, in the United States, the educational
process focused primarily on intellectual matters. Schools concentrated on teaching
traditional subjects including reading, writing, and arithmetic. Physical education remained
missing from the public education system for the better part of the nineteenth century.
Despite the relative lack of interest in fitness existing during this era, J.C. Warren and
Catherine Beecher made significant contributions to the future of fitness in America.
Dr. J.C. Warren, a medical professor at Harvard University, was a major proponent of
physical activity. Warrens medical background gave him a clear understanding of the
necessity for regular exercise, with his recommendations including exercises such as
gymnastics and calisthenics. Furthermore, Warren began devising exercises for females.
Catherine Beecher specifically devised fitness programs to meet the needs of women. Among
her many different programs was a system of calisthenics performed to music. Though not
formally recognized in name, Beecher's programs of the mid-nineteenth century bear
remarkable similarities to modern-day aerobics.

United States post-Civil War (1865-1900)
One of the most important events with respect to modern fitness in the United States was the
Industrial Revolution, which resulted in widespread cultural changes throughout the country.
Advancement in industrial and mechanical technologies replaced labor-intensive jobs. Rural
life changed to an urban lifestyle. The new city life generally required less movement and
work compared to rural life, consequently decreasing levels of physical activity.
At the turn of the century, the most common causes of death were from influenza, polio,
rubella, and other infectious diseases. Risk of disease and mortality from infectious diseases
were alleviated with the discovery of Penicillin. The cost of industrialization and urbanization
became glaringly apparent starting in the 1950s and 1960s. An epidemic of hypokinetic
diseases including cardiovascular disease, cancer, and Type II diabetes, never before
prevalent, began to be recognized as the leading causes of disease and death. The lifestyle
improvements brought in part by the Industrial Revolution had apparently come with an
unwanted and alarming cost to health.

Physical Education
Following the end of the Civil War in 1865, Swedish and German Gymnastics enjoyed a
moderate growth in popularity. However, the most popular form of gymnastics during this
time period was The New Gymnastics, introduced by Dioclesian Lewis. Individuals who
played important roles in the development of fitness during this time period were Edward
Hitchcock, William Anderson, and Dudley Sargent.
Hitchcock recognized the desired outcome of his fitness programs (combination of
gymnastics and calisthenics) was improved health. He also introduced the concept of utilizing
anthropometric measurements to assess fitness progress. Sargent added scientific research to
fitness instruction and developed organized instructor teaching methodologies. The lifetime
work of Anderson focused on physical education instruction, with his greatest contribution
being its development into a professional organization.
An interesting argument developed during the post-Civil War period that still exists today.
Many physical education instructors believed firmly in the value of incorporating exercise
programs that would improve health-related fitness. However, sports were also gaining
popularity in the United States during this era. Consequently, the majority of physical
education programs focused on sports and games. The debate between health-related fitness
and skill-related fitness physical education programs continues to exist.

The 20th Century
The 20th century symbolized the beginning of a new era of fitness leaders: the Presidents of
the United States. Theodore Roosevelt, perhaps the most physically fit President to occupy
the oval office, also led the nation into the new century. He recognized the importance of
exercise and physical activity, and had the power to encourage the citizens of America to be
physically active. President Roosevelt held an infatuation for fitness similar to the ideology of
ancient Greece. His desire for physical fitness evolved out of his childhood battle with
asthma, which he overcame with a rigorous exercise program. As President, he engaged in
multiple forms of physical activity including hiking, horseback riding, and other outdoor
endeavors. Although not all the presidents following Roosevelt have held fitness in the same
high regard, they recognized that the position required a commitment to the fitness of the
citizens of the United States.

World War I
In Europe, the First World War started in August of 1914, with the entrance of the United
States occurring three years later in 1917. With the United States' entry into the battle,
hundreds of thousands of military personnel were drafted and trained for combat. After the
war was fought and won, statistics were released from the draft with disturbing data
regarding fitness levels. It was found that one out of every three drafted individuals was unfit
for combat and many of those drafted were highly unfit prior to military training.
Government legislation was passed that ordered the improvement of physical education
programs within the public schools. However, the heightened interest and concern for low
fitness levels would be short-lived as the United States entered the 1920s and the Depression.

The Roaring Twenties and Great Depression
Heightened interest in fitness dissipated throughout the decade. A pattern that had been
familiar throughout history is that after a war is fought and won, the tendency is for society to
relax, enjoy life, and exercise less. The Roaring Twenties earned the label for a reason, as
society lived more frivolously than at any other time in history. Priorities centered on eating,
drinking, partying, and other forms of entertainment.
In October of 1929, the stock market crashed, signaling the beginning of what would be a
decade of economic depression. The economy failed to recover until the United States
entered World War II in 1941. Along with many other aspects of life, fitness levels declined
during the Depression. The gains that physical education programs made through the passage
of legislation following the WW I were short-lived. Funding for these programs became
limited and eventually was exhausted as emphasis in the poor economy was forced to shift
elsewhere.
Despite the setbacks which fitness suffered during the Great Depression, Jack LaLanne, who
would eventually be recognized as a guiding pioneer of fitness, began his lifetime career as a
media fitness instructor. Throughout his life, LaLanne preached the value of preventive
lifestyle habits. In the 1950s, The Jack LaLanne Show began airing on television, preceding
the appearance of Richard Simmons and Jane Fonda by 25 years. LaLanne developed fitness
programs including aerobics, water aerobics, and resistance exercise. He also introduced
numerous pieces of exercise equipment including the first cable-pulley machine, the safety
system for doing squats called the Smith machine, and the first leg extension machine.
Although LaLanne is often referred to as the originator of the "jumping jack movement",
history suggests the real inventor was John Black Jack Pershing, a tactical officer from
West Point in World War I. Though LaLanne preceded the modern fitness movement by
some three decades, his fitness ideology and exercise programs were correct in approach
when judged by modern research.

World War II
Throughout world history, military conflicts have had major impacts on the state of fitness.
The Second World War and its aftermath in the United States would be no different.
Essentially, the modern fitness movement evolved out of the influence of World War II and
subsequent development of the Cold War.
The United States entered World War II with the bombing of Pearl Harbor on December 7,
1941. With the declaration of war came the necessity to draft military personnel. However, as
more men were drafted, it became embarrassingly clear that many of them were not fit for
combat. When the war was over, it was reported that nearly half of all draftees needed to be
rejected or were given non-combat positions. These disturbing statistics helped gain the
attention of the country with regards to the importance of fitness.
Important contributions to fitness came during the 1940s, specifically from Dr. Thomas K.
Cureton at the University of Illinois. Cureton introduced the application of research to fitness,
which improved exercise recommendations to individuals. Cureton not only recognized the
numerous benefits of regular exercise, he strived to expand the body of knowledge regarding
physical fitness. He wanted to answer questions such as how much exercise was healthy and
what types of exercise were most effective. More importantly, Cureton wanted to know how
physical fitness could best be measured within an individual. Among his most important
contributions were developing fitness tests for cardiorespiratory endurance, muscular
strength, and flexibility. His research resulted in multiple recommendations for the
improvement of cardiorespiratory fitness, including the identification of exercise intensity
guidelines necessary for improved fitness levels. His suggestions became the fundamental
basis behind future exercise programs.

1950s - United States
The Cold War, Baby Boomer era was marked by the development of an important factor
influencing the modern fitness movement known as the "Minimum Muscular Fitness Tests in
Children" by Kraus-Hirschland. This study utilized the Kraus-Weber tests to measure
muscular strength and flexibility in the trunk and leg muscles. It was reported that close to 60
percent of American children failed at least one of the tests. In comparison, only nine percent
of children from European countries failed one of the tests. During the Cold War, these
startling numbers launched political leaders into action to promote health and fitness.
When results of the Kraus-Hirschland studies were reported to President Eisenhower by
Senators James Kelly and James Duff, he responded by holding a White House Conference in
June of 1956. Out of these meetings came two important results: 1) the formation of the
President's Council on Youth Fitness and 2) the appointment of the President's Citizens
Advisory Committee on the Fitness of American Youth. This was an important first step in
helping to gain the nations attention concerning her fitness levels.
During the 1950s, numerous organizations took initiative in educating the general public
about the consequences of low fitness levels. Several agencies that have been involved in
fitness promotion since the mid-1950s include the American Health Association (AHA), the
American Medical Association (AMA), and the American Association for Physical
Education, Recreation, and Dance (AAPHERD), and the President's Council on Youth
Fitness. These organizations would provide merit and legitimacy to the coming fitness
movement.
The American College of Sports Medicine (ACSM) was formed in 1954, and has proved to
be one of the premier organizations in the promotion of health and fitness to American
society and worldwide. Throughout its history, ACSM has established position stands on
various exercise-related issues based on scientific research.
1960s - United States
President John F. Kennedy was a major proponent of fitness and its health-related benefits to
the American people. He furthered the development of the Presidents Council on Youth
Fitness, appointing Bud Wilkinson as head of the council. The name was also changed to the
President's Council on Physical Fitness. Kennedy spoke openly about the need for American
citizens to improve their fitness levels, including writing an article in Sports Illustrated
entitled "The Soft American." He said, "We are under-exercised as a nation; we look instead
of play; we ride instead of walk". Kennedy prompted the federal government to become more
involved in national fitness promotion and started youth pilot fitness programs. Kennedy's
commitment to fitness can best be summarized when he said, "Physical fitness is the basis for
all other forms of excellence."
Dr. Ken H. Cooper, widely recognized as "The Father of the Modern Fitness Movement", is
generally credited with encouraging more individuals to exercise than any other individual in
history. Cooper advocated a philosophy that shifted away from disease treatment to one of
disease prevention. "It is easier to maintain good health through proper exercise, diet, and
emotional balance than it is to regain it once it is lost" he said. Early in his career, Cooper
stressed the necessity for providing epidemiological data to support the benefits of regular
exercise and health. Data from thousands of individuals became the foundation for his
aerobic concepts. Aerobics, released in 1968, sent a powerful message to the American
people - to prevent the development of chronic diseases, exercise regularly and maintain high
fitness levels throughout life. Dr. Coopers message, programs and ideas established the
model from which fitness has proliferated up to modern time.

Lessons From History
The history of fitness portrays some fascinating themes that relate closely to the 21st century.
One commonality is the strong association of military and political might with physical
fitness throughout mankinds advancement. In many ways, this shows how impacting our
world leaders can be on health and fitness.
The mind-body concept has had a tenuous development. At times, some cultures prescribed
spirituality at the expense of the body where as others, such as Greek society, upheld the ideal
a sound mind can only be found in a healthy body.
Another interesting development from history is the concept of exercise for the body and
music for the soul. Present day fitness programs have evolved this concept harmoniously,
with music being a distinctive component to the exercise experience.
It appears that as societies become too enamored with wealth, prosperity and self-
entertatinment that fitness levels drop. In addition, as technology has advanced with man, the
levels of physical fitness have decreased. History offers little insight how to prevent or
turnaround these recourses. Thus, this is a resolution we are challenged with in todays
society. Perhaps utilizing all of the extensive research completed on health and fitness in
combination with the creative minds now in the fitness industry, we now can solve this part
of the fitness puzzle.

The first fitness of Thailand.

Nightingale as the first of fitness in Thailand.

At the first time of the department will have Spinning exercise bike, treadmill, dumb-bell to
the customer. A charge of 100 baht per hour Cosmetics Division is vanity. Equipment has the
makeup. This is a virtual beauty salon to serve customers in that period. As long as shopping
malls. That also operate in all seven floors of the building is located at the Paa-hu-rat Road
Wangburapha Pirom its business since year 2473 by the founder's comments by Nutt
Niyomvanich from a small shop nearby. City Hall celebration in the initial widening the
opening of business under the name. Department Nightingale the Olympics officially on
August 5, 2509 at the stationary distribution of musical instruments, sports equipment,
cosmetics, fragrances and fashion clothing from around the world at that time.

Kawee Power Zone the first of fi

Towards the 7th (2549) of Kawee Power Zone Fitness Thai of Chiang Mai health's from the
first day we were born at floor 3, Zone B, Park Trading Kad Suan Kaew After Year 6 I was
Sabak meet Economic environmental conditions of the poo

References

1. Anderson, J.K. (1985). Hunting in the Ancient World. Berkeley, CA: University of
California Press.

2. Eaton, S.B., Shostak, M., and Konner, M. (1988). The Paleolithic Prescription: A Program
of Diet and Exercise and a Design for Living.

3. Garnsey, P. (1999). Food and Society in Classical Antiquity. New York: Cambridge
University Press.

4. Matthews, D.O. (1969). A Historical Study of the Aims, Contents, and Methods of
Swedish, Danish, and German Gymnastics. Pr
Association for Men. 72nd, January.

5. Wuest, D.A., and Bucher, C.A. (1995). Foundations of Physical Education and Sport. St.
Louis, MO: Mosby.

6. Green, P. (1989). Classical Bearings: Interpreting Ancient Hi
Thames and Hudson.

7. Grant, M. (1991). A Short History of Classical Civilization. London: Weidenfeld and
Nicolson.

Kawee Power Zone the first of fitness in Chiang Mai

Sabak meet Economic environmental conditions of the poor.
of Diet and Exercise and a Design for Living. New York: Harper and Row.
Swedish, Danish, and German Gymnastics. Proceedings National College Physical Education
Association for Men. 72nd, January.
6. Green, P. (1989). Classical Bearings: Interpreting Ancient History and Culture. London:
New York: Harper and Row.
oceedings National College Physical Education
story and Culture. London:
8. Forbes, C.A. (1929). Greek Physical Education. New York: The Century Company.

9. Barrow, H.M. and Brown, J.P. (1988). Man and Movement: Principles of Physical
Education. 4th Ed. Philadelphia Lea & Febiger.

10. Grant, M. (1964). The Birth of Western Civilization: Greece and Rome. New York:
McGraw-Hill.

11. Harris, H.A. (1972). Sport in Greece and Rome. Ithaca, NY: Cornell University Press.

12. Randers-Pehrson, J.D. (1993). Barbarians and Romans: The Birth Struggle of Europe,
A.D. 400-700. Norman, OK: University of Oklahoma Press.

13. Hay, D. (1986). The Age of the Renaissance. London: Thames and Hudson.

14. Hale, J. (1994). The Civilization of Europe in the Renaissance. New York: Maxwell
Macmillan International.

15. Welch, P.D. (1996). History of American Physical Education and Sport (2nd ed.).
Springfield, IL: Charles C. Thomas.

16. Keller, A. (1971). Colonial America: A Compact History. New York: Hawthorn Books.

17. Karolides, N.J. and Karolides, M. (1993). Focus on Fitness. Santa Barbara, CA: ABC-
CLIO.

18. Personal Fitness Professional, Fitness Through the Ages, http://www.fit-
pro.com/editorial2.asp?ID=49, Accessed March 1, 2001.

19. Hoeger, W.W.K and Hoeger, S.A. (1999). Principles & Labs for Fitness & Wellness (5th
ed.). Englewood, CO: Morton Publishing Company.

20. Rice, E.A. Hutchinson, J.L., and Lee, M. (1958). A Brief History of Physical Education.
New York: The Ronald Press Co.

21. Jenkins, P. (1997). A History of the United States. New York: St. Martin's Press.

22. Outside Online, Jack LaLanne is Still an Animal,
http://www.outsidemag.com/magazine/1195/11f_jack.html, Accessed February 18, 2001.

23. CSU CLASS PROJECT REFERENCE FOR THOMAS CURETON

24. Kraus, H. and Hirschland, R. (1954). Minimum muscular fitness tests in school children.
Research Quarterly. 25:178.

25. Nieman, D.C. (1990). Fitness and Sports Medicine: An Introduction. Palo Alto, CA: Bull
Publishing Co.

26. Berryman, J.W. (1995) Out of Many, ONE: A History of the American College of Sports
Medicine. Champaign, IL: Human Kinetics.

27. Kennedy, J.F. (1960) The soft american. Sports Illustrated. 13:15-17.

28. Kennedy, J.F. (1962). The vigor we need. Sports Illustrated. 17:12-15.

29. Cooper Aerobics Center, Kenneth H. Cooper, M.D., M.P.H.: Founder, President, and
CEO - The Cooper Aerobics Center, http://www.cooperaerobics.com, Accessed February 27,
2001.

30. The first fitness of Thailand, http://www.oknation.net/blog/print.php?id=178397

31. Kaweepowerzone,
http://www.kaweepowerzone.com/main/index.php?option=com_content&view=article&id=4
6&Itemid=57

Situation of industry in Chiang mai
Thai people in Chaing mai have more money and more healthy. They cant go to the
park at any time. The fitness have make new friends with the current expansion has a greater
fitness. But no new competitors into the market since its launch. The fitness of each sector to
invest more than 100 million Baht. Competition in the fitness industry is not competitive in
terms of the price anymore but competitive of service. As Thai people have a need for fitness
and good clean fun with exercise. Believe that pricing strategy to customers. Economic times
may be poor. But I believe that the economy is in recovery. The trend of the business is still
good to have a chance If the community is in a good location. We think that trend is likely
related to health and a bright future. The behavior of consumers around the world, are aware
of and concerned about health care.
Nowadays, fitness industry in Thailand is become important for people. Even though
the number of fitness center has growing up because it has many investor in Thailand, but our
business add more innovation to our fitness, it is about fitness which integrate with the
highest technology of 4D systems, the customer will touch with the exotic fitness center that
cant see before, we proud to serve the best service for the customer, and we would like to be
a choice for you to join with us.

According to the research they said that; Thai people in 1/3 of population dont exercise. So,
they will have high risk to effect disease in their daily life. From this research we concern
with the health of Thai people, therefore we build this fitness center for encourage people to
exercise and they will fun with the 4D systems that we created. From the statistics of the
Ministry of Public Health of Thailand found that a tendency of Thai people got disease is
growing up. The most of five of disease that was found in Thai people as follow; first is
Hypertension, second is Diabetes, third is Cancer , forth is Ischemic heart disease/IHD and
the last disease is Stroke. We hope that the number of Thai people got disease will decreasing
when people concern with their health and back to exercise.
(http://media.thaigov.go.th/pageconfig/viewcontent/viewcontent1.asp?pageid=471&directory
=1829&contents=62539)

Product Life Cycle

1. Introduction: Warm up fitness 4D was established in 2012 and our vision is we different
and advance to be a leader of Fitness Company in Chiang Mai. Warm up fitness 4D uses
high quality of exercise machine and 4D systems for exercise and has the many kinds and
styles of games and place or destination to choose for watching and exercise with the
standard service to serve customers. In this period, the company promotes by using social
network, billboard, website, advertising and local radio stations around Chiang Mai province,
and our company also has another ways to communicate via BB-QR CODE or PIN and
whatapps, msn, skype for contact information. The company emphasize on main target
groups, adult and teenagers.

2. Growth: The Company has many promotions to attract customers and also has special gift
to customers such as cakes for birthday, free an hour etc. Promotion of the marketing mix
strategy is used most to attract customers to make they feel loyalty to the Company. The best
service that company selects to serve customers is make positive words of mouth of
customers. Warm up fitness 4D expands customer groups to other but adult and teenagers
still are main target groups.

3. Maturity: When Warm up fitness 4D is well-known in Chiang Mai and there are many
regular customers, the company has membership for those customers to reward them. In this
period, the company promotes service less because service t has been popular in fitness
market. So the company must try to make profits as much as possible.

4. Decline: This situation occurs because of external environment factors; political,
economic, socio-cultural, and technological factors that can affect and influence to the
company. Warm up fitness 4D must plan the support plan to encourage business such as
setting lower prices.

Product / Service
Warm up fitness 4D has a range of different products and services including BodyFirst,
Group Fitness Classes, Personal Training, Cardio machines, and operates annual New You
Achievement Awards to recognize the progress of members.
Warm up fitness 4D has third floors. First floor is the waiting room and reception center for
contact information and the waiting room for people to relax; it has free wifi, book corner,
and television room and we also have locker for the customer. Second floor is ordinary
fitness including 3 rooms for yoga, aerobic and fitness. Third floor is for the new innovation
of fitness, it is a fitness 4D for people that want to have the best experience for exercise, and
the customer can select where the destination that they want to exercise. For example; you
can imagine like you walk near the sea. We will have trainer in each floor to give instruction
and provide the information for the customer.
The fitness equipments are standard and high technology.
For the service, Warm up fitness 4D serve high quality services to the customers as
follow;
- Warm up fitness 4D has professional trainer for give the best advice for the customer.
- Customer Station can make customers feel comfortable when they want to know
information, or they have any problems. Staffs will help the customer to solve the problem,
such as they want to know how to use the machine or they want the fitness program for diet.
- Staffs are available to serve customers when they have any problems or want anything.
- Update destination and games for fitness 4D in every month.
- Internet high speed is available.
- Warm up fitness 4D has membership for regular customers to make the customer loyalty for
our company; the customer will receive many rights and benefits from the company

Vision of organization
we different and advance to be a leader of fitness company in Chiang Mai

We want to be the leader of fitness industry and differentiate from other competitor
in Chiang Mai by provide the best service and machine for customer such as different style
for exercise by 4D system, snack and beverage service, and variety of games and machine for
customers to exercise to meet their need and want. Otherwise we will be first choices for
customers when they need to exercise and relax for free time and want to have a good health
and we will be the center of the customer who likes fitness. In addition we will grow along
with the increasing growth of fitness industry and have strong base for extend the company in
the future. Moreover, we will put
customer first, we will respect with each other and we are professional for all in our service.

Mission
Warm up fitness 4D mission statement is to offer the highest quality at
competitive price and differentiate from competitor. Warm up fitness 4D mission is to build
customer enjoy with exercise and healthy of the customer or people who like or love fitness
and want to have the new experience from fitness4D which they can touch and feel only at
here. Moreover we are no more chart and fair price for every customer. We will serve service
to every class equally.
We will provide the best fitness center for the people who love
exercise and prefer to have a different experience in private zone for 4D fitness and serve
service & products in highest standard quality of honesty. We believe our business will
success depends upon offering quality and value to our consumers or customers.
We also satisfy the needs of stakeholder which that include with customer and
our staff together.
We have a good service, room service, technology and machine that better than
our competitors. We are committing to meet the customers demand by
distributing the best service to be the most satisfied and to offer the high quality.
We are committing to serve high quality of machine and 4D systems. We are not
support to the customers and our staff to use drug in our place.

Strategy

Strategy of the company
Warm up fitness 4D is the new fitness company who wants to growth and get a lot
of benefit in fitness industry. So we try to plan the good strategies that
appropriate with our business. The first thing that we have to concern before we
will decide to plan the strategies is we have to know about our goal and our
SWOT; strength, weakness, opportunities and threats. Because of; we are the
new company and we only have a few of experience in this industry so we will
have a lot of weakness that make our business cant compete with our
competitors who growth before us. For these reason the main thing that we have
to do after we know about our weakness is we have to avoid it by set the plan
that can help us to improve or change it to be the opportunities for us.
Corporate level strategy
We will use growth strategies concept which emphasize on the
professional skill to manage our business. Because we dont have the best skill in
this industry and exactly that our competitors have more skill than us. So in order
to make us can survive in this industry we should begin to concentrate with only
one product that we do and we should growth step by step and also try to
improve our skill in the same time that we growth. And after we have more skill
and experience in this business that mean we know more about our competitor
we will move our strategies to be more concentrate on diversification growth
because at those time we ready to compete with the other one who stay in the
same industry with us. And we also ready to expand our business to be bigger
than nowadays and after that we will be the leader in fitness business of Chiang
Mai like we have planed.
Business Level Strategy

This is the way that can help us to have more advantage competition than
the competitors and this is the best way to attract the customers from our
competitor to be our customer instead. So we will use competitive strategies in
order to make competitive advantage for our company, it includes;

Product Differentiation;

In Chiang Mai; they have a lot of fitness center providers but the
competitors who have the same product and service like us ,we dont have the competitor that
have fitness center in 4D system. So this is the good opportunities for us to compete with
them. Because we are different from competitor, we have new innovation for exercise by 4D
system exercise. But in the part of ordinary fitness we have the same product like the
competitor so in order to attract the customer to be our customers we have to make them
impression with our
products and service by encourage the customer to interest in our service and want to get the
new experience from us . However; doing customer need analysis is the important thing that
we have to concern. If we provide the different product to the customer but if it is not the
thing that they
want we will lose instead of get more benefit. So because of these reason our company
concentrate about the satisfaction of our customer and try to know about our
customer want and need before set the product and service to them. So after we launch our
products to the customer they will interest with it because all of these idea are from their
opinion and meet with their need and want.

Functional level strategy
This is the important strategy that can help us to earn more profit because it relate
with many part of our business such as marketing, producing and also financing. So our
business set strategies as follow;
1. Marketing mix strategies
For this strategy we set 4Ps.It is product, price, place, promotion, and we will survey
the customer behavior in order to know what they need and want and we also observe from
the competitor in order to know about their weakness and use it to develop our product and
service and in addition to make our product and service different from them.

- Product
Nowadays, many people want a product that has more innovation and also have to
different from the other people. So, we use the 4D systems for exercise to attract people that
want to have the new experience in their daily life and we will improve high quality of
service more than our competitors.
- Price
We setting products prices based on our company products price and
fairly price for attract the customer but not lower cost of company. We will set the price by
calculate from our machine and technology that we have invested because we want to make
the customer feel like our product and service have fairly price but have a high quality.
- Place
We select Chiang Mai province to locate for our company because Chiang Mai is the
center of northern part of Thailand, and it is also have many populations. People in this area
have high power purchase to buy our product and service than the other area in northern of
Thailand and more over that Chiang Mai is the most one of tourism destination, many people
like to go to travel in this area. So, if we can attract the customer, we will get more benefit,
after that we can have a branch in other province also.
- Promotion
We have many channels to promote our business because we want to focus in every
group of people and we are the newest one of this fitness 4D industry. So, we have to
introduce our product and service to attract the customer and make them know more about
our business in order to invite them to buy our product and service.
2. Human resource management
All of our staff will be trained to serve the high quality of service to the
customer and they have the same standard to do when they have to face with the
customer and we will do everything that we promises with the customer because the objective
that we already set, it is to make the customer satisfy and happy when they get the experience
with us.
3. Financial
We have financial strategies to analyze revenue, company expense, and operation by
consider from all financial resource such as from internet caf and drink or the other service
that we provide to the customer. We have financial database to separate each expense in
different kind. It is also have the financial auditor to allocate our money and do report to tell
the status of financial of our company about how money are spent or received.

Chapter 3

Market Analysis

Marketing Analysis
General Environmental Analysis
Its important thing that we have to analyze for complete firms goal and firms survive
because in now, there are more element affect direct to our business include of internal and
external such as political/legal factor, socio cultural factor, economic factor and technological
factor. We have to know these elements and evaluate that it can affect to our company if it
can, how we manage our business, how we solve these problems for developing of business
and how we can compete with our competitor when these factor are changed. So, we must
understand it to effectively compete in same business. This year's economic was slowdown.
Consumers need to be careful spending together with the option to exercise a greater variety
of consumers. We set the price reduction and the other value added services to induce
customers to use our services.
(http://www.bangkokbiznews.com/home/detail/business/business/20090911/76695/%E0%B8
%9F%E0%B8%B4%E0%B8%95%E0%B9%80%E0%B8%99%E0%B8%AA%E0%B8%A2
%E0%B8%B1%E0%B8%87%E0%B8%A3%E0%B8%B8%E0%B9%88%E0%B8%87-
%E0%B9%82%E0%B8%95%E0%B8%AA%E0%B8%A7%E0%B8%99%E0%B8%81%E0
%B8%A3%E0%B8%B0%E0%B9%81%E0%B8%AA%E0%B9%80%E0%B8%A8%E0%B
8%A3%E0%B8%A9%E0%B8%90%E0%B8%81%E0%B8%B4%E0%B8%88.html
http://www.ssmwiki.org/index.php/%E0%B8%98%E0%B8%B8%E0%B8%A3%E0%B8%8
1%E0%B8%B4%E0%B8%88%E0%B8%94%E0%B8%B2%E0%B8%A7%E0%B8%A3%E
0%B8%B8%E0%B9%88%E0%B8%87_%E0%B8%9B%E0%B8%B5_2553)

Political/Legal factor
Nowadays, political situation in Thailand until suffer more problems that affect to people
stress and investor not to be invest new business; they also concern about security and long
run of their business such as inflation, criminal and etc. But, we think opening 4Dfitness
business is the good choice in political crisis by flip crisis into opportunity and in present
situation that people stress and feel more pressure, exercising can reduce these problems of
people and when people feel happy and not feel pressure, political crisis will be decrease
because people is base of social and politic. Apart from the basic survival needs of making a
living, paying bills, feeding yourself and your family, human beings have core needs for
belonging, self-worth and affection. When I ask fitness professionals why they choose this
type of career, they invariably respond by describing a desire for empowering others to strive
for a healthier, more active and enjoyable life. This is a profound act of being in service to
others, which in turn serves you: it's an important way in which you get a sense of belonging
and self-worth to be foundation of social.
(http://findarticles.com/p/articles/mi_m0675/is_n5_v10/ai_12695221/)

Socio-cultural factor
Nowadays, fitness business is very popular in Thailand and spread in many big provinces
such as Bangkok, Chiang Mai, Phuket and etc. Fitness attracts people who love healthy and
exercise and spend free time that can create relationship between person and group in fitness.
In term of 4D fitness, there are many things more than normal fitness that can attract
specially people that who want to get atmosphere same they hope that we can get more new
customers to use our service and they can advertise for us by word of mouse to other people
who interest in exercise and relationship in our fitness. Exercising can reduce stress of people
that have more in present and get good healthy and relax in stress social that help to reduce
risk factor that may be happen if people have more stress such as criminal or suicide and
fitness help people to joint the group for exercise and have relationship among group fitness.
4D Fitness center can be meeting point and can make friend for exercise. Fitness 4D can
make small social and increase everyday. Thailand most people respect in Buddhism, so
people respect in commandment and one of them is refrain alcohol. Cultural of Thai people is
not harm themselves and care their healthy. So fitness 4D center is not conflict with their
culture and deserve for them. If in socio-culture have much fitness and many persons want to
play fitness its show that this socio-culture has to grow good social. The social in present
have many exercise places and each exercise places indicate to number of people want to
play and love my body show to good socio-cultural. Modern humans no longer have to adapt
their bodies to survive physically in the natural environment; instead, they adapt the
environment to fit them. Know to use technology adapt to my body and use fitness 4D for
improve excitement, fun, entertainment and this social have happiness.
(http://healthbeyondcivilization.com/2009/06/24/cultural-fitness/)
(http://www.sciencedirect.com/science/article/pii/S0140175084900629)
(http://www.thaimtb.com/cgi-bin/viewkatoo.pl?id=54061)

Economic factor
The economic in first half of the country also growing well and expected its growth rate
remain 4.0-4.2 percent as a result of the expectation of domestic consumption growth has
been 4.3 percent that main come from agriculture products but, in second half, the country get
effect from flooding within country in every part of industries that make economic is
decrease in short term that the overall of economy in country growth lower than expectation
at 2.6 percent that affect to all of cost of product to increase than first half.
In term of electronic industry, total order decrease because the result of poor economic
conditions in Europe and USA that effect to purchase power of customers. While, Thailand is
still facing inflation and concern of rising costs of measures to increase the minimum wage is
300 baht per day that direct affect to purchase electronic equipment of our business in first
investing to buy more electronic equipment but, it does not result in the long run of our
business. (http://www.technic.in.th/news/view.php?id=957)

Gross provincial product at current market prince 2003-2010 (latest)
Chiang Mai
(Million of baht)

This is GPP o.. |........ |..+... .. c...._ v.. about health product at current market
prince
The statistic show people increase to interest Health every year. Business of fitness and
product of health is increase popular every year, so it is easy to success with fitness 4D
business.

Gross provincial product at constant price2003-2010(latest)
Chiang Mai
(Million of baht)
Health 1,487 1,790 1,657 1,633 1,734 1,695 1,765 1,865
Health 3,829 4,822 4,647 4,782 5,156 5,191 5,522 5,961

This is GPP constant o.. |........ |..+... constant prince) of Chiang Mai people increase
to buy health product or service business fitness steady. People find new experience or
product to support their health so fitness 4D is one choice for them.

(Million of baht)
Gross
Provincial
Product
(GPP)
45,927 47,007 48,211 50,637 51,758 51,927 52,177 54,031

This is GPP o.. |........ |..+... constant prince) all Chiang Mai province economy of
Chaing Mai show people buy product and service increase every year. So it hard to fail to
investment in business, especially fitness 4D it is newest technology.
(http://chiangmai.nso.go.th/nso/home/index.jsp?province_id=48)

Chiang Mai is the economic and tourism center of Northern with 1.6 millions populations and
the number of tourist about 5.5 million and also has continuous growth. So, the large number
of people and tourist we confident will have customers enough to use 4D fitness. And one
reason that we confident that it will not affect to our business because; its new experience for
people that not seen in the North of country, less of competitor and it can answer demand of
customers in the North that who want to go to the beach but not time or want to go the
mountain but they supine go together while exercises.
(http://www.scribd.com/doc/27103422/At-Home-Karaoke)
(http://www.technic.in.th/news/view.php?id=957)
(http://chiangmai.nso.go.th/nso/home/index.jsp?province_id=48)
(http://www.scribd.com/doc/27103422/At-Home-Karaoke)

Technological factor
The information technology or IT is important thing in modern era. Every things in the world
cant denied because its base of electronic equipment such as television, microwave, cell
phone and etc. Its fast growth and spread in short term, with this reason can make human
luxury and comfortable by these facilities. For 4D fitness business, the IT direct affects to the
business because, 4D technology has to depend on IT advance such as, exercise machines,
4D glasses, smells machine and etc. in order to give customers get more image, flavor, smell
and sound with fully as if they live in really place.

(http://www.arip.co.th/news.php?id=405477)
(http://www.bloggang.com/mainblog.php?id=theshadow&month=16-05-
2009&group=13&gblog=1)
(http://www.atielectronics.com.au/Entertainment.html)
(http://www.hitech-fitness.com/fr/)
(http://www.talknerdytome.net/2011/08/10-random-hi-tech-fitness-gadgets.html)

Summary of the General Environmental Analysis
From these factors, it shows important of itself. We cant ignore with its factor, we have to
careful consider and awareness results if we cant manage its the firm will be fail and cannot
survive in competitive that is result when we cannot manage its. The most important factor of
us are economic factor and technological factor because, we serve our customers with high
technology that affect to cost of training machine, 4D equipment, television and etc. And
economic condition in present situation is not being good that is problem of customers to
higher pay than normal. So, we should analyze these factors and know our treats because it
important for surviving and completing goal and effect directly to our business.
SWOT Analysis
Strength
- Sport amenities such as personal training
- Good location
- Highest of technology.

Weakness
- Cant get a lot of people.
- Difficult for using first time.

Opportunities
- Trend of healthy care are increasing.
- word of mouth

Treat
- High cost of investment
- Cannot expect that customers will accept our fitness.

Competitive analysis
Its important thing for business to needs analyze compete condition in an area and
search competitor and estimate their operation to compare with our busines
business good than them.
1. Competitor analysis
Every business has to suffer competitive with other competitors that its the main barrier that
every business has to know the strongest and weakness of themselves and them competitors
to win in competitive with others. But, we business is the new experience not have in Chiang
Mai that make we gain customers without competitors. We can analyze competitors as
follow;
We not have direct competitors because we are the new technology business, so
will analyze in indirect competitors that may be affect to our business.

Indirect competitor
1. California WoW Chiang Mai

search competitor and estimate their operation to compare with our busines
in competitive with others. But, we business is the new experience not have in Chiang
We not have direct competitors because we are the new technology business, so
will analyze in indirect competitors that may be affect to our business.
1. California WoW Chiang Mai

search competitor and estimate their operation to compare with our business to improve our
in competitive with others. But, we business is the new experience not have in Chiang
We not have direct competitors because we are the new technology business, so we
How to avoid getting fat
There are a number of experiences almost guaranteed to increase calorie consumption
and lead you down the pound packing path. If your goal is to avoid gaining weight
needlessly, it is important to be aware of situations where you are more than likely to over
indulge and go off track from your normal eating habits. These little pound-packing events
include vacations, travel, parties, relationship breakups, a job change, colds, moving or just
about any situation that takes you out of your normal daily routine or involves stress. Since
people are creatures of habit, it only makes sense that creating a routine of healthy eating and
moderate exercise will improve your health and help you manage your weight. When this
routine is broken, things can spiral out of control very quickly. One of the most common
calorie cramming calamities that makes us fat and creates the New Years resolution delusion
is the year end holiday season.

Detail of California Wow
CLUB HOURS:
8 am. to 9 pm. (Monday to Friday)
8 am. to 9 pm. (Weekends and Public Holidays)
CAR PARK:
Free
CHANGING ROOM & LOCKERS:
Comfortable service is provided for you.
Male: on 4th floor with 240 lockers and 88 shoe lockers
Female: on 4th floor with 300 lockers and 120 shoe lockers
GROUP X STUDIO:
Have fun to punch! kick! jump! & dance! at Chiangmai Clubs
Group X-cercise aerobic studio with your friends. Come along and feel the energy.
The Group X Studios can accommodate up to 100 people per class.
1 Group X Studio are located on 4th floor
CYCLING STUDIO:
Cycling Studio is on 4M floor with 50 bikes
WOW YOGA:
A fantastic way for members to experience all types of yoga, from Prana Vidya
and Natya Yoga to various types of meditation classes.

PILATES STUDIO:
Pilates is a safe, sensible exercise system that will help you look and feel fantastic.
Pilates Studio is on 4th floor
KICKFIT:
The fastest way to get fit and will get you in the best shape ever.
Fun filled one-on-one training with your own KickFit Pro on 4th floor
(http://www.californiawowx.com/Clubs/CMI.php)
The cost of California wow evaluate from member, people have to be member of them.
There are many promotions to present to customers.
1. First cost: 8000 baht and customer pay 2500 per month.
2. If customers have Citibank visa they will present special promotion.
First cost: 25999 and customer pay 1999 per year.
Promotion of California wow fitness
Join us as low as 2012 baht a year and receive California wow back pack and many
classes to exercise such as
1. Class XTRX is suspension Training. It could help to build strength, balance,
flexibility and core stability with hundreds of functional exercises that can easily
adjust to all fitness levels and also, TRX with Group X will be more fun since we
exercise with the music.
2. Class prorider is an indoor cycling with powerful music which could stimulate you to
have more fun, sweat and burn.
3. Class liquid dance is here you join various style of dance class with cool music which
you could choose your style here.
Conclusion
After we observer them from feed back of their customers, we know strongest and
weakness of them. They have more facilities and training machine. In part of weakness, the
cost of member is expensive and their service is bad if compare with costs.
(http://www.mooling.com/?p=132)
(http://www.dek-d.com/board/view.php?id=1422872)
(http://talk.mthai.com/topic/97808)
(http://www.californiawowx.com/Promotions/promotions.php)

2. Power house gym

When you touch the Powerhouse Gym is the fact that fitness is a true friend. The
Powerhouse Fitness for your health and strength of your subjects and a part in creating the
right attitude to exercise it. Exercise is a lifestyle. It is important to give you good health and
disease is far from certain.

Strategy
1. Services of a professional team of trainers at the start of exercise were the first to give
the correct exercise and the ex
2. For members who understand the principles of exercise and fitness and want to have a
safe and convenient exercise Powerhouse Fitness Trainer Service offers all zones to
provide assistance and services.
3. Personal trainers to design a program of exercise and take care of you through an hour
of exercise.
4. Powerhouse Fitness have the locker room is available for free in the dressing room
more than 100 cabinet also provides locker room rental rates.
5. Free insurance for annual member
6. A high quality whey protein to the Relaxing Zone members to strengthen and repair
the muscles.

Reference : (http://www.powerhousefitness.co.th/th/services.aspx
attitude to exercise it. Exercise is a lifestyle. It is important to give you good health and
Services of a professional team of trainers at the start of exercise were the first to give
the correct exercise and the exercise to achieve fitness goals.
For members who understand the principles of exercise and fitness and want to have a
provide assistance and services.
design a program of exercise and take care of you through an hour
Powerhouse Fitness have the locker room is available for free in the dressing room
more than 100 cabinet also provides locker room rental rates.
Free insurance for annual membership.
A high quality whey protein to the Relaxing Zone members to strengthen and repair
http://www.powerhousefitness.co.th/th/services.aspx)
attitude to exercise it. Exercise is a lifestyle. It is important to give you good health and
Services of a professional team of trainers at the start of exercise were the first to give
For members who understand the principles of exercise and fitness and want to have a
design a program of exercise and take care of you through an hour
Powerhouse Fitness have the locker room is available for free in the dressing room
A high quality whey protein to the Relaxing Zone members to strengthen and repair

Detail of power house gym
They facility including:
Cardio
Machine & Free Weight
Les Mills Licensed
Spinning Classes
Stretching Zone
Sauna Room
(http://www.powerhousefitness.co.th/en/home/aspx

They group exercise including:
Body combat
Body pump
Mountain bike
Aerobic dance
Intro aerobic
http://www.powerhousefitness.co.th/en/home/aspx)
They group exercise including:

3. Fitness Thailand Chiang Mai

Cost
Time
1. 1Year
2. 6Months
3. 3Months
4. 1Months

iland Chiang Mai
Facilities
Adult(23up) Student rate (not over 23)
7,500.-
6,000.-
3,300.-
1,200.-
Student rate (not over 23)
6,500.-
4,500.-
2,500.-
900
Promotion
2 student get 11,000, -/2 Person/Year (Save 1,000.-)
Personal Trainer 10 Hrs. 3,000.-, 20 Hrs. 5,000.-, 30 Hrs. 7,000.-
(http://www.fitnessthailand.co.th/facilities.php)
- The newest and modern exercise equipment
- World class standard fitness area
- The large Aerobic 4 room
- Indoor Cycling Studio
- 80 Varieties Aerobic Class per week
- Changing Room
- Sauna Room
- Cardio Entertainment
- Personal Trainer Program
- Senior wellness Program
- Health and Juice Bar

Strategic and promotion
Promotions
Personal Trainer
1 session 500 THB
10 sessions 4,000 THB
Adult (23 up)
1 Year 7,500.-
6 Months 6,000.-
3 Months 3,300.-
1 Month 1,200.-
Senior Rate (55 up)
1 Year 7,000.-
Student Rate (not over 23)
1 Year 6,500.-
6 Months 4,500.-
3 Months 2,500.-
1 Month 900.-

Reference : (http://www.fitnessthailand.co.th/)

4. Kawee fitness

Kawee Fitness is located inside the Kad Suan Kaew shopping mall, on the 4th floor. It
is a quite small fitness center, though everything you might need is there. The gym equipment
is modern and clean.

Included in the price is your coach. Your coach will help you to achieve your goal, be it fat
burning, weight gain or cardiovascular. Also included in the prices are the step sessions.

The prices are a real good bargain. If you are looking for a fitness center and nothing else,
then this is the place to go!

Prices:
* 1 day: 50.-
* 1 month: 800.-
* 2 months: 1299.-
* 3 months: 1699.-
* 6 months: 2999.-
* 1 year: 4999.-
* 10 times in 20 days: 350.-

Promotion
If customer come to application together , we have promotion
2person
1person/3month 1500 bath 1person/6month 2500 bath 1person/1year 4500 bath
3person
4person
5person

Reference : (http://www.kaweepowerzone.com/main/)

SWOT analysis

Fitness in
Chiang Mai

FITNESS
(THAILAND)

California wow
fitness

Powerhouse
Gym

Kawee fitness

Strange
- moderation
price of session

-various of new
inventory fitness
and new
technology
-good marketing

-tell information
to customer
before to paid
-quite small
fitness center
-low prince

Weakness
-low service
-Bad marketing
- expensive

-low quantity to
customer
-toilet is bad
-no internet
service
-low quality of
equipment
-low quantity of
fitness machine

Opportunity
-person who
interest new
experience and
modern exercise
equipment
-the people want
to play new
fitness machine
-person who
want to play
new machine
but low price ,
come to power
house gym
-People have
Few money
have a lot in
Chiang Mai

Threat
-competitor
(California
wow)attract
customer more
than fitness
Thailand
-the people not
have money to
application
California wow
-bad location
-hard to find
locate
-competitor
have more
inventory

2. Customer analysis
The whole population of Chiang Mai is 1,640,479. We will get customers in Chiang Mai and
in the Northern of Thailand and we think there are a lot of people who like to exercise in
here. We expect the target market of our business are the person who love in exercise and
healthy. If far customers need to use with service we have the promotion per month from
them.

STP analysis
Today, healthy is famous in our society. It can effects to beauty business and healthy
business and make them popular. Segmentation of customer is very important factor to
business to make business survive. Fitness business has more competitors and each
competitor has their identity. Therefore, our fitness use a new technology combine with
exercise to attract the customer and meet their needs for new generation.

Gross Provincial Product at Current Market Prices
CHIANG MAI Millions of Baht
2003 2004 2005 2006 2007 2008 2009 2010
Health &
Social work
3,829 4,822 4,647 4,782 5,156 5,191 5,522 5,961

Reference : (http://chiangmai.nso.go.th/nso/home/index.jsp?province_id=48)

Segmentation
About segmentation of fitness business we focus on consumer market and we divide
variable of segmentation into 5 groups
- Demography Segmentation
- Geography segmentation
- Psychographic Segmentation
- Benefit Sought Segmentation
- Behavior or Usage Segmentation

For Geography Segmentation
services concern about Chiang Mai people is the main customer but we are not fix if people
from other regions want to do the exercise in our fitness or regis
fitness can support that come from anywhere.

Benefit Sought
Segmentation
Behavior or Usage
Customer Segmentation
variable of segmentation into 5 groups
Demography Segmentation
Geography segmentation
Psychographic Segmentation
Benefit Sought Segmentation
Usage Segmentation
Geography Segmentation, our company will open at Chiang Mai and all of
from other regions want to do the exercise in our fitness or register as member club, our
fitness can support that come from anywhere.
Demography
Segmentation
Geography
Segmentation
Geography
segmentation
Benefit Sought
Segmentation
Behavior or Usage
Segmentation
Customer Segmentation

, our company will open at Chiang Mai and all of
ter as member club, our
Demographic Segmentation
Demographic is about situation status of population and demographic segmentation
can classify into 8 types
We focus on two things, are occupation and In
the information from Statistics Department of Chiang Mai after that we found the number of
middle class in Chiang Mai is the most of populations and if we make into pine graph it can
show the information follow these
Occupation
We focus on two things, are occupation and Income per month because we find out
show the information follow these
Religions
Race and
Nationallity
Family life cycle
Size of family
Income
Age
Sex

come per month because we find out
Race and
Nationallity
This graph show about income/month of citizens in CM around 14,904
We select two groups that are owners business and workers or office
groups the tote of these groups is around 60% thats why we select them to be our main
customer.

Mean of income per month of population in CM
This graph show about income/month of citizens in CM around 14,904
We select two groups that are owners business and workers or office
ss
.+
s
s

Income & expense from job and work
Income from personal business
Income from agriculture
Charity or other organization
from asset
Income income from other but not cash

This graph show about income/month of citizens in CM around 14,904 c
We select two groups that are owners business and workers or office-man these two
ss
Income income from other but not cash
Benefit
Some groups of customer come to the fitness for special objectives and we found
three main reason that why they come to fitness

Most of people who come to fitness most of them want to be stronger, for good health
and for body shape. After we analyze the data we select this group to be main customer of
our company.
Behavior
Behaviors of customers and frequency of use that we found in fitness business more
than 70% are loyalty and another is general customer
The difference of these t
Loyalty
-We will plan every step to do the exercise
by follow the objective of each customer

-The rate of frequency to use per month are
equal in every month

The main reasons of customers

three main reason that why they come to fitness
After we analyze the data we select this group to be main customer of
than 70% are loyalty and another is general customer
The difference of these two groups of customers
General customer
We will plan every step to do the exercise
by follow the objective of each customer
The rate of frequency to use per month are
-They will come to the fitness whenever they
want, most of their objective is for entertain

-Frequency of use per month uncertainly
.

For good health and body shape
Seeking for new friends or new
relationship
To show other about social
status

After we analyze the data we select this group to be main customer of

General customer
They will come to the fitness whenever they
t of their objective is for entertain
Frequency of use per month uncertainly
For good health and body shape
Seeking for new friends or new
relationship
To show other about social
Psychographic
About psychographic

A (activities) = the customer is group of trendy people who like in new technology,
healthy, and exercise.

I (interest) = the customer who like to find the different thing to fulfill their life and newest
technology. Especially are teenage, worker, and healthy peoples.

O = The group of people who think that they will got many benefits, worth to invest with this
business, and got income more than they have to investing. Its not just exercise but also
relaxing and entertain to their life.
Result from customer segment analysis
From this figure show about forecast of the number of customer per month
.
+
s
s
.
+
s
s
-. years
old
.-+
stomer who like to find the different thing to fulfill their life and newest
technology. Especially are teenage, worker, and healthy peoples.
ncome more than they have to investing. Its not just exercise but also
relaxing and entertain to their life.
Result from customer segment analysis
+ years
old
+-s years
old
Over s
years old
Lower class income/month less
than
Middle class income/month
cs
Upper class income/month over
sc
stomer who like to find the different thing to fulfill their life and newest
ncome more than they have to investing. Its not just exercise but also

Lower class income/month less
c
Middle class income/month
sc
Upper class income/month over

Targeting
From segmentation we will use the information to analyze and select the target group.
We have 2 steps to target group of customers.
The first is analyzed customer
- Size & market.
About fitness business in CM, it is big size market because CM is the
good economic town, very big numbers of population, GDP with in the
province is good rate, and people spend a lot of money per month in
healthy business.
- Factor that can effect to the decision making of customer to use the
service of company are about high and new technology, decoration of
fitness all of these can respond many types of requirements customers.
- The consumption of this market in Chiang Mai, most of customers in
fitness business is middle class and they get income enough to spend
money, if we compare with other class of citizens this group is more than
50% of all.
- Main competitor in Chiang Mai have only one that is California WOW
but we have many small competitors we forecast about market share by
graph
Middle class
Upper class
Lower class
OUR SEGMENT
Most of them are office
man and owners
business, their income is
around 15000-30000 c
Especially objectives to
come to exercise in
fitness of them are they
want to get body shape
and good health.

Step two is divide the target
From segmentation of customer we are already know who are our target groups
General Members
-Focus on middle class (mass market) who
want to get good health but not focus on the
new innovation or tool and entertaining

Reference : (http://chiangmai.nso.go.th/nso/home/index.jsp?province_id=48

California WOW
Other
s
Forecast of market share
Step two is divide the target
of customer we are already know who are our target groups
General Members Special 4D Members
Focus on middle class (mass market) who
want to get good health but not focus on the
new innovation or tool and entertaining
-Focus on middle class or upper (
market) who want to use high technology to
make them get good health, they focus on
entertainment tools and more quality and
they have empowerment to purchase the
services.
http://chiangmai.nso.go.th/nso/home/index.jsp?province_id=48
Warm up +D fitness
+
California WOW
s
Other
s
Forecast of market share

of customer we are already know who are our target groups
Special 4D Members
Focus on middle class or upper (premium
market) who want to use high technology to
make them get good health, they focus on
entertainment tools and more quality and
they have empowerment to purchase the
http://chiangmai.nso.go.th/nso/home/index.jsp?province_id=48)
Product Positioning
Product positioning is the way to compare and measure how and what about our
products when we are in competition
Quality and price

Warm up 4D fitness
California WOW
Power house gym
Fitness Thailand Chiang Mai
Kawee fitness

Warm up 4D is a new innovation of fitness and it is a new way for who love
health. 4D is a new technology that we combine with fitness or exercise. It can make
customer feel reality or any kind of senses. Warm up fitness 4D has third floor, the first is
lobby and yoga, the second is regular fitness, and the third is 4D fitness.

High Quality
Service
Low Service
Quality
Low Price High Price
Marketing Mix Strategies (4Ps)
The marketing Mix Strategies are often referred to as the Four P since the most
important element of marketing are concern with:
The first is Product or Service Strategies
There are 3 floor dividends into 3 parts. First floor, we provide more facilities such as
video game, free Internet Wifi, luxury furniture, part of snack (we provide CP frozen food,
beverage include soft drinks, sport drinks, Juices, milks and etc but we not provide alcohols
drink, and some snack). Second floor, we provide 3 fitness rooms include Yoga room
(20people) toilets and bathrooms, Aerobic room (20people) and fitness room (40people).
Third floor, we provide 3 parts include Yoga 4D room (15people), Aerobic 4D (15people)
room and individual fitness 4D rooms (there are 10 rooms for 10 people). In part of second
floor, we provide machines training, training equipments, trainer in each room for beginners
and for safety of customers, toilets and dressing areas. In part of third floor, we provide
machine training, training equipments, trainer in each room for beginners and for safety of
customers, toilets, dressing areas and 4D equipments (4D glasses, smell machine and etc.). In
part of 4D, we provide theme of Yoga and Aerobic rooms from table and change in every
week. In part of individual rooms, customers can choose theme of room by themselves. We
concern about security of our customers, we will set the fire escape, smoke detectors and
automatic water release for fire situation. Outside of our store, we provide car park (30-
40cars) and guard for taking care our customers cars.
Price strategies
We use price strategies from observation our competitors and now economic
conditions. We attempt set the cheaper cost than competitors but, it depends on our expense
in 4D that it high cost. So, the cost may be high but we provide appropriate cost, good service
and high quality of training machine and 4D equipments for our customer and get fully
atmosphere in exercising. In first five months, we will cut the price of regular for attracting
customers to use our service in order to make customer familiar with new innovation and as
building relationship between us and our customers. So, they can be fully enjoyed and come
back to use our business again. In addition, we will set special price in different season and
different career such as student or who have less income for saving their money.

Place strategies
Warm up fitness 4D located in Chiang Mai province near Airport. Why we choose
Chiang Mai province? Because in recent years, Chiang Mai has become an increasingly
modern city and has been attracting over 5 million visitors each year, of which between 1.4
million and 2 million are foreign tourists. Chiang Mai is the largest economy city in the north.
It has an area about 20,107 square kilometer or the second biggest city in the country.
Therefore, Chiang Mai appropriate to settle our business down. Chiang Mai can cover all
around northern part, its easy to run our business and make our business famous.
Promotion strategies
We will set promotion by create member for saving cost of customers and who want
to use in long term. Sometime, we cut the price in special opportunity such as we get exceed
income from expectation and in New Year or special tradition we will set special event such
as give gift for member who collect point or discount card.

Marketing Expense (Sales Incentive)
Warm Up 4D fitness has expenses as follow;
- Advertising
We will use advertise via radio, internet, billboard advertising and brochure for
customers know easy. We will use advertise from them about 3 mounts after we open
business so, the costs of advertising depend on period of time that we use them.
- Snack & Beverage
We provide several of foods and beverages from many sources such as CP, Coca
Cola, Pepsi, Milks, Sport drinks and etc. And we will new order when out of stock.
- Marketing research expenses
We provide questionnaire to customers evaluate satisfaction us for we know about
customers needs, customers dissatisfaction and what are customers want to improve or
addition and we will bring this information to improve and develop our business for better
than the past.
- Internet service
We provide free high speed Wifi internet for our customer and their friends.
Customers can use Wifi by get the code from us.
- Decorate Furniture

At Warm Up fitness 4D, we provide luxury furniture for customers in waiting room at
first floor. In part of second and third floor we employ professional company (.~)to design
pattern of room for beautifully, luxury, appropriate with building structure for safety of our
customers that we have to confident that its wont be create problems for me when customers
use 4D fitness in area that have many training machine.

- Trainer/ Employee
We employ trainer who have more abilities and experience in fitness, Yoga and
aerobic for safety and guide line of our customers who are beginners. In part of employee, we
employ housekeeper for cleaning and we employ security maintain security of their car and
care around Warm Up 4D areas.

- Electronic equipment
We invest more money for providing TV LCD and computer member system. In part
of TV LCD, we choose LG 40 inches for 4 units in waiting room (http://www.lg.com/th/tv-
audio-video/lcd-tv/index.jsp) and we use computer member system for keeping much
information of our customers such as resume, the number of times of use and etc.
- 4D Equipment
-Camera : IMAX increases the resolution of the image by using a much larger film frame. To
achieve this,65 mm film stock passes horizontally through the cameras. Traditional cameras
pass film vertically. 65 mm film has an image area that is 48.5 22.1 mm (1.91 0.87 in)
(for Todd-AO), in IMAX the image is 69.6 48.5 mm (2.74 1.91 in) tall. In order to match
standard film speed of 24 frames per second, three times the length of film moves through the
camera.
-Film : IMAX uses "ESTAR" (Kodak's trade name for PET film) base. The reason is for
precision more than strength. Developing chemicals do not change the size or shape of
ESTAR, and IMAX's pin registration (especially the cam mechanism) does not tolerate
either sprocket-hole or film-thickness variations. The IMAX format is generically called
"15/70" film, the name referring to the 15 sprocket holes per frame. The film's bulk requires
platters rather than conventional film reels.
[10]
IMAX platters range from 1.2 to 1.83 meters
(3.9 to 6.0 ft) diameter to accommodate 1 to 2.75 hours of film. Platters with a 2.5 hour
feature film weigh 250 kilograms (550 lb).

-Soundtrack : In order to use more of the image area, IMAX film does not include an
embedded soundtrack. Instead, the IMAX system specifies a separate six-channel 35mm
(1.377 inch) magnetic film synchronized to the film. This is the same technology as was used
to provide the 7-channel soundtrack for Cinerama. By the early 1990s, a separate digital 6-
track source was used, locked to the projector by a SMPTE time codesynchronization system.
The audio plays off a hard disk drive as a single uncompressed audio file containing the 6
channels, which are converted directly to analogue rather than using a decoding method such
as Dolby Digital. IMAX theatres place speakers both directly behind the screen and around
the theatre to create a three-dimensional effect.

-Projectors : Drawing the large film through the projector presented challenges for both the
camera and the projector. Conventional 70 mm systems were not steady enough for the 586
magnification. On the projector side, William Shaw adapted an Australian patent for film
transport called the "rolling loop" by adding a compressed air "puffer" to accelerate the film,
and put a cylindrical lens in the projector's "aperture block". The projector uses a vacuum to
pull the film into contact with this lens. Thus the "field flattener" flattens the image field. The
lens is twice the height of the film and connects to a pneumatic piston so it can be moved up
or down while the projector is running. This way, if a piece of dust comes off the film and
sticks to the lens, the projectionist can switch to the clean side of the lens at the push of a
button. The lens also has "wiper bars" made of a felt or brush-like material which can wipe
dust off the lens as it moves up or down. IMAX projectors arepin stabilized, meaning four
registration pins engage the perforations at the corners of the projected frame to ensure
perfect alignment. Shaw added camcontrolled arms to decelerate each frame to eliminate the
microscopic shaking as the frame "settled" onto the registration pins. The
projector's shutter is open around 20% longer than in conventional equipment and the light
source is brighter. The xenon short-arc lamps are made of a thin layer of fused quartz and
contain xenon gas at a pressure of about 25 atmospheres (367PSI); because of this,
projectionists are required to wear protective body armor when changing or handling these in
case the lamp breaks (e.g., due to a drop to the floor) because of the danger from
flying quartz shards when propelled by the high pressure of the Xenon gas within. An IMAX
projector weighs up to 1.8 t (2.0 short tons) and at over 178 cm (70 in) tall and 195 cm (77 in)
long.
IMAX Corporation has released four projector types that use its 15-perforation, 70 mm
film format: GT (Grand Theatre), GT 3D (dual rotor),SR (Small Rotor), and MPX, which
was designed for retrofitted theatres.
[12]
In July 2008, the company introduced a digital
projection system, which it has not given a distinct name or brand, designed for multiplex
theatres with screens no wider than 21.3 m (70 ft). All IMAX projectors, except the standard
GT system, can project 3D images.
( http://en.wikipedia.org/wiki/IMAX#Camera)

-Effects
- Training Machine
We provide high quality training machine from Xercore in addition muscle
(http://www.xercore.com/category/multi-gyms) for customers who interest. In the past of
general exercise machine such as running machine, cycle machine and etc. we use marathon
(http://www.marathon.co.th/) because, their product are high quality and tolerance for using
in long time.

Sale Forecast
The whole population of Chiang Mai is 1,670,317 and only in Amphoe Muang is
240,046 (http://:www.amphoe.com/).

Fitness 4D cost
Time Regular 4D
1 Year 24,000 36,000
6 Months 18,000 24,000
3 Months 10,000 15,000
1 Month 4,000 6,000

Explaination
In first year, our business is new thing and customers never know about our business
because we business are new technology and never seen in Chiang Mai that customers may
be fear to pay more money to use our service and we invest more cost to advertise and
promotion for attracting customers that in first year we income lower than expense. In second
year, we still loss profit but less than first year. In third year, we business is widely known
that there are many customers come to use our business because we can compete with other
competitor and we get many customer for this year. After third year, there are many fitness
business and may be has 4D business that they can make problem for us in number of
customer that may be decrease but not affect us too much and we will solve this problem for
surviving and winning in competition by create new promotion, buy new machine fitness and
provide new servicing to our business.

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Conclusion

In the present time, fitness industries in Thailand have become famous and important.
Even though the number of fitness center has increasing. Warm up fitness 4D is used for our
authorization. Our fitness provides the modern fitness innovation. We combine 4D with
exercising, since our target is not only to meet customer needs but also to avoid from daily
routines. Customers can feel the difference when they visit our fitness as it is our vision we are
different and unique. We are a fitness leader among other companies in Chiang Mai. There are
3 floors in the Warm up fitness 4D, the first floor is lobby where the customers are able to enjoy
facilities while waiting, the second floor is regular fitness & yoga, and the third floor is 4D
exercise room. In the future, we will plan to spread new branches and our future fitness centers
would be launched to complete all kinds of potential demand in the healthy field. Moreover, we
would provide high technology equipments and wonderful service in our future fitness centers.
Additionally, our present fitness is very attractive to people who really care for health and want
to try the modern technology of exercising. Our price is also reasonable and our promotions tend
to meet expectations of people who are aware and concerned of their spending. The Warm up
fitness 4D is located in Chiang Mai province. We decided to this location, since Chiang Mai is
the largest economic city in the north of Thailand, and Chiang Mai is also as the second main
city of Thailand. Therefore, Chiang Mai is a very appropriate place to settle down this kind of
business we own.

Chapter 4

Technical Feasibility Study

Pre Operating

Interior Design
Blueprint A3 size

Reference : Tel. 089-9988390

360,000
3 baht/1page
45 pages*3 = 135 baht

9988390
45 pages*3 = 135 baht
Location : Warm Up fitness 4D located in Chiang Mai at Amphur Mueang, near
auditorium Chiang Mai Universit

: Warm Up fitness 4D located in Chiang Mai at Amphur Mueang, near
Chiang Mai University.

: Warm Up fitness 4D located in Chiang Mai at Amphur Mueang, near

Characteristics
Warm Up fitness 4D has third floor and each floor has different character.

1
st
floor is information, beverage zone, lobby, book corner, locker, restroom & bathroom.
No. Name of product Picture
3 Television
LG 50PZ950
Size : 50
Price : 42,990/1unit

3 Air Conditioner
York YCD200/EB180

1 Computer
Apple iMac
Size : 21.5

3 Sofa
Concetti L-shape

16 Chair
Lanett Medium Black Chair
Price : 2,590/1unit

4 Table
Dada-80 Rectangle Tables
Price : 4,950/1unit

1 Fridge
Snowland WTK-3000FF
Price :

1

Router
Linksys WAG160N ADSL2+ Gateway
300 Mbps
Price : 4,000/1unit

5

Locker
LK-18 Elegant doors
Price : 9,900/1unit

2

Sofa Table
ISAAC finex
Price : 4,400/1unit

1

Information Counter
A11A008

1

Telephone
Brother Laser Fax-2820
Price : 6,990/1unit

3

Book Shelf
Grand Lake Ladder Bookcase Espresso -
Sauder Furniture - 408922
Size : 72
Price : 4,055/1unit

2
nd
floor is Yoga room, Aerobic room, and Fitness room.
Fitness room
No. Name of product
4 Spinning Machine
DB-910Ub

4 Jogging Machine
GLP 3200

4 Exercise Machine
E360H

4 Exercise Machine
SM732

is Yoga room, Aerobic room, and Fitness room.
Name of product Picture

Picture

2 Body Craft X4

1 Free weight

2+2 Exercise Machine
OB-86
Price : 5,500/1unit

SAD-14T
Price : 360/1unit

Name: Price:
OP-1.25 145 x
OP-2.5 290 x
OP-5 570
OP-10 1,190
OP-15 1,700
OP-20 2,300
CL-12 590

We use:
145 x 4 = 580
290 x 4 = 1,160
x 4 = 2,280
x 4 = 4,760
x 4 = 6,800
x 4 = 9,200
x 8 = 4,720

2

Exercise Machine
42L
3

Exercise Machine
CB
Price : 5,020/1unit

2

Exercise Machine
FID 30
Price : 7,850/1unit

2

Welness I-Slimm

Decorate equipment
Textura
Price : 530/square meter
We use 1 x 1 meter per Welness I Slimm
530 x 2 = 1,060
We use 2 x 1 meter per running
machines, bicycle machines, abdominal
training chair and equipment
space
530 x 2 = 1,060 baht per machine
1,060 x 33 = 34,980
We use 2 x 1.5 meter per 42L training chair
1,590 x 2 = 3,180
We use 2.5 x 2.5 meter per body craft X4
530 x 5 = 2,650
2,650 x 2 = 5,300
Total cost of machines carpet: 44,520

Cotto C-1480
Price : 3,350/1unit
Restroom floor1: 18 units
3,350 x 18 = 60,300
3,350 x 10 = 33,500
Restroom floor3: 8units
3,350 x 8 = 26,800

Cotto C-0285 (Ceramic)
Price : 2,500/1unit
2,500 x 12 = 30,000
2,500 x 7 = 17,500
2,500 x 8 = 20,000

Cotto Venus
Price : 890/1unit
890 x 6 = 5,340
890 x 5 = 4,450
890 x 5 = 4,450

36 ABS injector cleaning
Price : 70/1unit
We use 36 units = 2,520

16 Shower 401
Price : 125/1unit

6 Dry Chemical fire extinguisher
Price : 700/1unit

Mirror
Men restroom floor1: 3 x 1
Price : 1,250/square mater
3 x 1 = 3,750
Women restroom floor1: 6 x 1
6 x 1 = 6,250
Men restroom floor2: 3 x 1 meter
Price : 1,250/square meter
3 x 1 meter = 3,750
Women restroom floor2: 4 x 1 meter
4 x 1 meter = 5,000

Yoga room
20 Yoga Mat
SKU:BM71-BLACK MAGIC
Price : 4,680/1unit

20 Yoga Towel
SKU:EQ/STND/MAGIC
Price : 1,880/1unit

20 Yoga Block
Price : 250/1unit
Brand:YOGAAUM

20 Yoga Strap
Price : 250/1unit
Brand:YOGAAUM

20 Yoga Round Bolster
Price : 3,280/1unit
Brand:MANDUKA

20 Fit Ball, Yoga Ball
Price : first peace 650 Bath, second peace
190 Bath free air pump!!!!
Brand: The Firm

50 Mirror Wall
Price : 1,250/Square meter
free Installation costs.
Brand: from Tortermban.com

12

Wall Loudspeaker
Price : 4,290/1unit
Brand: work NEO-4

3

DVD Player
Price : 1,550/1unit
Brand: LG DV556 Slim Multi-format DVD
Player

3

Power Amp
Brand: YAMAHA 250 W*2 P2500S

7x7

Laminate floor
Price : 490/Square meter
Brand: Lamena

3
rd
floor is yoga 4D zone, aerobic 4D zone, and fitness 4D zone
No. Name of product
5 Auto incline motorized treadmill
DB-910Ub

5 Jogging Machine
GLP 3200

15 Yoga Mat
Price : 4,680/1unit

15 Yoga Towel
SKU:EQ/STND/MAGIC
Price : 1,880/1unit

is yoga 4D zone, aerobic 4D zone, and fitness 4D zone.
Auto incline motorized treadmill

BLACK MAGIC
SKU:EQ/STND/MAGIC

Picture

15 Yoga Block
Price : 250/1unit
Brand:YOGAAUM

15 Yoga Strap
Price : 250/1unit
Brand:YOGAAUM

Price : 3,280/1unit
Brand:MANDUKA

Price : first piece 650 , second piece 190
Bath free air pump!!!!
Brand: The Firm

42 Mirror Wall

18

Wall Loudspeaker
Price : 4,290/1unit
Brand: work NEO-4

2

DVD Player
Price : 1,550/1unit
Player

2

Power Amp

7x7

Laminate floor
Brand: Lamena

16 Projector Acer P1100 SVGA
Projector DLP 3D

16 Theater Monitor
Brand: Screenboy
Price : 9,000/1unit

40 3D Glasses
Brand: NVIDIA 3D Glasses Sp-000081
Price : 590/1unit

14 Dry ice

14 Dry ice liquid
Brand: Fluld
Price : 850/1unit

14 Heater HFH-912
Price : 8,186 /1unit
Brand: BIONAIRE

1 Television
LG 50PZ950
Size : 50

2 Sofa
Concetti L-shape

2 Sofa Table
ISAAC finex
Price : 4,400/1unit

1 Motor Control Panel (MCP)
SPE brand
Price : 325,000

Characteristic of each floor
1
st
floor is about reception zone that provide all information of our fitness to the customer. We
also provide beverage and wifi zone, lobby, book corner for customer to relax and we have a
locker for customer to safe their asset or whatever they want. Finally, we have a big cleaning of
restroom & bathroom to provide convenient to customer.

2
nd
floor is fitness zone including yoga room, aerobic room, and fitness room.Yoga room can
support 20 persons and has much modern equipment for customer to enjoy and fun with yoga.
Aerobic room has newest of stereo and the trainer to help and teach customer about aerobic.
Fitness room has many exercise equipment for customer to select such as Body Craft X4, Free
weight, Welness I-Slimm, etc.

Investment Cost

Pre operating cost
Interior design 360,000
Blueprint 135

TOTAL 360,135

Equipment / Tools No. Price/unit Total Price
Building 1 18,000,000 18,000,000
Plasma TV 4 42,990 171,960
Air Conditioner 9 231,674 2,085,066
Computer 1 51,900 51,900
Sofa 5 49,900 249,500
Chair 16 2,590 41,440
Table 4 4,950 19,800
Sofa Table 4 4,400 17,600
Fridge 1 47,900 47,900
Router 1 4,000 4,000
Locker 5 9,900 49,500
Information Counter 1 18,400 18,400
Telephone 1 6,990 6,990
Bookshelf 3 4,055 12,165
Spinning Machine 9 46,250 416,250
Jogging Machine 9 105,000 945,000
Exercise Machine E360H 4 180,575 722,300
Exercise Machine SM732 4 21,500 86,000
Body Craft X4 2 297,500 595,000
Free weight 1 28,700 28,700
Exercise Machine OB-86,SAD-14T 4 11,720 46,880
OP-1.25 4 145 580
OP-2.5 4 290 1,160
OP-5 4 570 2,280
OP-10 4 1,190 4,760
OP-15 4 1,700 6,800
OP-20 4 2,300 9,200
CL-12 8 590 4,720
Exercise Machine 42L 2 10,580 21,160
Exercise Machine CB 3 5,020 15,060
Exercise Machine FID 30 2 7,850 15,700
Welness I-Slimm 2 19,900 35,000
Wall Loudspeaker 30 4,290 128,700
DVD Player 15 1,550 23,250
Power Amp 15 19,200 288,000
Yoga Mat 35 4,680 163,800
Yoga Towel 35 1,880 65,800
Yoga Block 35 250 8,750
Yoga Strap 35 250 8,750
Yoga Round Bolster 35 3,280 114,800
Fit Ball, Yoga Ball 35 first piece 650, 14,930
second piece 190
Projector 16 18,900 302,400
Theater Monitor 16 9,000 144,000
3D Glasses 40 590 23,600
Dry ice 14 13,900 194,600
Heater 14 8,186 114,604
Motor Control Panel (MCP) 1 325,000 325,000

TOTAL 25,653,755

Depreciation
Investment
No of
product
Price/unit total Depreciation
Annual
depreciation
Monthly
depreciation
Building 1 18,000,000 18,000,000 20 years 900,000 75,000
Air Conditioner
York YCD200/EB180
9 231,674 2,085,066 5 years 417,013.2 34,751.1
Television LG 50PZ950
Size : 50
4 42,990 171,960 5 years 34,392 2,866
Computer
Apple iMac Size : 21.5
1 51,900 51,900 3 years 17,300 1,441.66
Fridge
Snowland WTK-3000FF
1 47,900 47,900 5 years 9,580 798.33
Router Linksys
WAG160N ADSL2+
Gateway 300 Mbps
1 4,000 4,000 5 years 800 66.66
Telephone
1 6,990 6,990 5 years 1,398 116.5
Spinning Machine
DB-910Ub
9 46,250 416,250 5 years 83,250 6,937.5
Jogging Machine
GLP 3200
9 105,000 945,000 5 years 189,000 15,750
Exercise Machine E360H
4

180,575

722,300 5 years 144,460 12,038.33
Exercise Machine
SM732
4 21,500 86,000 5 years 7,166.66 597.222
Body Craft X4
2 297,500 595,000 5 years 119,000 9,916.66
Free weight
1 28,700 28,700 5 years 5,740 478.33
Exercise Machine
OB-86 & SAD-14T
4 11,720 46,880 5 years 9,376 781.33
OP-1.25 4 145 580 5 years 116 9.66
OP-2.5 4 290 1,160 5 years 232 19.33
OP-5 4 570 2,280 5 years 456 38
OP-10 4 1,190 4,760 5 years 952 79.33
OP-15 4 1,700 6,800 5 years 1,360 113.33
OP-20 4 2,300 9,200 5 years 1,840 153.33
CL-12 8 590 4,720 5 years 944 78.66
Exercise Machine 42L
2 10,580 21,160 5 years 4,232 352.66
Exercise Machine CB
3 5,020 15,060 5 years 3,012 251
Exercise Machine FID 30
2 7,850 15,700 5 years 3,140 261.66
Welness I-Slimm 2 19,900 35,000 5 years 7,000 583.33
Wall Loudspeaker 30 4,290 128,700 5 years 25,740 2,145
DVD Player 15 1,550 23,250 5 years 4,650 387.5
Power Amp 15 19,200 288,000 5 years 57,600 4,800
Yoga Mat 35 4,680 163,800 2 years 81,900 6,825
Yoga Towel 35 1,880 65,800 2 years 32,900 2,741.66
Yoga Block 35 250 8,750 2 years 4,375 364.58
Yoga Strap 35 250 8,750 2 years 4,375 364.58
Yoga Round Bolster 35 3,280 114,800 2 years 57,400 4,783.33
Fit Ball, Yoga Ball 35
first piece
650 Bath,
second
piece 190
14,930 2 years 7,465 622.08
Projector Acer P1100
SVGA Projector DLP 3D
16 18,900 302,400 5 years 60,480 5,040
Theater Monitor
Brand: Screenboy
16 9,000 144,000 5 years 28,800 2,400
3D Glasses
Brand: NVIDIA 3D
Glasses Sp-000081
40 590 23,600 5 years 4,720 393.33
Dry ice 14 13,900 194,600 5 years 38,920 3,243.33
Heater 14 8,186 114,604 5 years 22,920 1,910
Sofa Concetti L-shape 5 49,900 249,500 2 years 124,750 10,395.83
Chair Lanett Medium
Black Chair
16 2,590 41,440 2 years 20,720 1,726.66
Table Dada-80 Rectangle
Tables
4 4,950 19,800 2 years 9,900 825
Locker
LK-18 Elegant doors
5 9,900 49,500 3 years 16,500 1,375
Sofa Table ISAAC finex 4 4,400 17,600 2 years 8,800 733.33
Information Counter
A11A008
1 18,400 18,400 3 years 6,133.33 511.11
Bookshelf 3 4,055 12,165 3 years 4,055 337.91
Motor Control Panel
(MCP)
1 325,000 325,000 5 years 65,000 5416.66
Total 1,626,189 7,653,755 1,749,863 145,822

Chapter 5

Operation Cost

Operation Analysis
Production
Product characteristics
Our business is a service that provide exercise program to the customers who love in healthy life
and we provided the different program of fitness 4D to attract customer. There are two kinds of
our fitness center. That is normal fitness and fitness 4D.The core product of our fitness is fitness
4D program. We provide new innovation of exercise program for the customer such as
Jogging4D. And the supporting product is normal fitness. Our target group is teenage and adult
who love in healthy. So, we provide the products that suitable for the customer. In our fitness we
divided third floors; First floor is the waiting room and reception center for contact information
and the waiting room for people to relax; it has free wifi, book corner, and television room and
we also have locker for the customer. Second floor is ordinary fitness including 3 rooms for
yoga, aerobic and fitness. Third floor is for the new innovation of fitness, it is a fitness 4D for
people that want to have the best experience for exercise, and the customer can select where the
destination that they want to exercise. For example; you can imagine like you walk near the sea.
We will have trainer in each floor to give instruction and provide the information for the
customer.
Production/service process
For the production and service process, Warm up fitness 4D serve high quality services to the
customers as follow;
Warm up fitness 4D prepares everything good for welcome customers.
When staffs see customers come to our fitness, they will be welcome customers and have
service mind. They will have small talk for friendly and make good relationship with
customers.
We will talk about what the customer want in their program and we will show about our
fitness program that suitable for each customer.
When customers have some question about fitness program, our staffs will attend for
answer and have information for them.
When customers can select fitness program, we will make agreement and provide
member card for them and have a payment process with customer.
After the customer buys our fitness program, we will have professional trainer for give
the best advice for the customer.
When customer has to wait, we also provided
time.

Machine/Tools/Equipment
Land and Building
No. Name of product
1 Commercial building
Three row
Three floor
Price: 18,000,000 Bath

1
st
floor is information, beverage zone, lobby, book corner,
bathroom.
No. Name of product
3 Television
LG 50PZ950
Size : 50
When customer has to wait, we also provided Internet high speed for solve their waiting

is information, beverage zone, lobby, book corner, locker, restroom &

Internet high speed for solve their waiting
Picture

locker, restroom &
Picture

3 Air Conditioner
York YCD200/EB180

1 Computer
Apple iMac
Size : 21.5

3 Sofa
Concetti L-shape

16 Chair
Lanett Medium Black Chair
Price : 2,590/1unit

4 Table
Dada-80 Rectangle Tables
Price : 4,950/1unit

1 Fridge
Snowland WTK-3000FF
Price :

1

Router
Linksys WAG160N ADSL2+ Gateway
300 Mbps
Price : 4,000/1unit

5

Locker
LK-18 Elegant doors
Price : 9,900/1unit

2

Sofa Table
ISAAC finex
Price : 4,400/1unit

1

Information Counter
A11A008

1

Telephone
Price : 6,990/1unit

3

Book Shelf
Grand Lake Ladder Bookcase Espresso -
Sauder Furniture - 408922
Size : 72
Price : 4,055/1unit

2
nd
floor is Yoga room, Aerobic room, and Fitness room.
Fitness room
No. Name of product
4 Spinning Machine
DB-910Ub

4 Jogging Machine
GLP 3200

4 Exercise Machine
E360H

4 Exercise Machine
SM732


Picture

2 Body Craft X4

1 Free weight

2+2 Exercise Machine
OB-86
Price : 5,500/1unit

SAD-14T
Price : 360/1unit

Name: Price:
OP-1.25 145 x
OP-2.5 290 x
OP-5 570
OP-10 1,190
OP-15 1,700
OP-20 2,300
CL-12 590

We use:
145 x 4 = 580
290 x 4 = 1,160
x 4 = 2,280
x 4 = 4,760
x 4 = 6,800
x 4 = 9,200
x 8 = 4,720

2

Exercise Machine
42L
3

Exercise Machine
CB
Price : 5,020/1unit

2

Exercise Machine
FID 30
Price : 7,850/1unit

2

Welness I-Slimm

Decorate equipment
Textura
Price : 530/square meter
We use 1 x 1 meter per Welness I Slimm
530 x 2 = 1,060
We use 2 x 1 meter per running
machines, bicycle machines, abdominal
training chair and equipment
space
1,060 x 33 = 34,980
We use 2 x 1.5 meter per 42L training chair
1,590 x 2 = 3,180
We use 2.5 x 2.5 meter per body craft X4
530 x 5 = 2,650
2,650 x 2 = 5,300
Total cost of machines carpet: 44,520

Cotto C-1480
Price : 3,350/1unit
3,350 x 18 = 60,300
3,350 x 10 = 33,500
Restroom floor3: 8units
3,350 x 8 = 26,800

Cotto C-0285 (Ceramic)
Price : 2,500/1unit
2,500 x 12 = 30,000
2,500 x 7 = 17,500
2,500 x 8 = 20,000

Cotto Venus
Price : 890/1unit
890 x 6 = 5,340
890 x 5 = 4,450
890 x 5 = 4,450

36 ABS injector cleaning
Price : 70/1unit

16 Shower 401
Price : 125/1unit

6 Dry Chemical fire extinguisher
Price : 700/1unit

Mirror
Men restroom floor1: 3 x 1
3 x 1 = 3,750
Women restroom floor1: 6 x 1
6 x 1 = 6,250
Men restroom floor2: 3 x 1 meter
3 x 1 meter = 3,750
Women restroom floor2: 4 x 1 meter
4 x 1 meter = 5,000

Yoga room
20 Yoga Mat
Price : 4,680/1unit

20 Yoga Towel
SKU:EQ/STND/MAGIC
Price : 1,880/1unit

20 Yoga Block
Price : 250/1unit
Brand:YOGAAUM

20 Yoga Strap
Price : 250/1unit
Brand:YOGAAUM

Price : 3,280/1unit
Brand:MANDUKA

Price : first peace 650 Bath, second peace
190 Bath free air pump!!!!
Brand: The Firm

50 Mirror Wall

12

Wall Loudspeaker
Price : 4,290/1unit
Brand: work NEO-4

3

DVD Player
Price : 1,550/1unit
Player

3

Power Amp

7x7

Laminate floor
Brand: Lamena

3
rd
floor is yoga 4D zone, aerobic 4D zone, and fitness 4D zone.
No. Name of product
5 Auto incline motorized treadmill
DB-910Ub

5 Jogging Machine
GLP 3200


Square meter

is yoga 4D zone, aerobic 4D zone, and fitness 4D zone.
Auto incline motorized treadmill

Picture
15 Yoga Mat
Price : 4,680/1unit

15 Yoga Towel
SKU:EQ/STND/MAGIC
Price : 1,880/1unit

15 Yoga Block
Price : 250/1unit
Brand:YOGAAUM

15 Yoga Strap
Price : 250/1unit
Brand:YOGAAUM

Price : 3,280/1unit
Brand:MANDUKA

Price : first piece 650 , second piece 190
Bath free air pump!!!!
Brand: The Firm

42 Mirror Wall

18

Wall Loudspeaker
Price : 4,290/1unit
Brand: work NEO-4

2

DVD Player
Price : 1,550/1unit
Player

2

Power Amp

7x7

Laminate floor
Brand: Lamena

16 Projector Acer P1100 SVGA
Projector DLP 3D

16 Theater Monitor
Brand: Screenboy
Price : 9,000/1unit

40 3D Glasses
Price : 590/1unit

14 Dry ice

14 Dry ice liquid
Brand: Fluld
Price : 850/1unit

14 Heater HFH-912
Price : 8,186 /1unit
Brand: BIONAIRE

1 Television
LG 50PZ950
Size : 50

2 Sofa
Concetti L-shape

2 Sofa Table
ISAAC finex
Price : 4,400/1unit

Logistics Management
Our business concern in 1 thing about logistic is frozen foods and beverages. In every
week we have to check number of product, if not enough we will order to those company to
transport products to our business. Sometime, we will order new product that interesting and
attraction for our customers. However, before we order product, we will think about quality and
safety of our customers importantly.

Facilities Management
First, we concern about safety of our customers because we are Fitness service, safety
first is important for everybody and accident can happen every time, you cannot know. So, we
will provide high quality of training machine for our customers. Although, it has more
expensive, but its better bad and unexpected happens.
Second, all time of fitness room has more vibration; so many thing will get effect such as
glasses, table, air condition, building structure and etc. We provide the plan to design building
structure by create fire exist and fire equipment at the wall for unexpected situation. And we
provide strongest furniture for safety of our customers that beautiful and high quality.

Operation Cost
Raw material
- Singha pure water 15 Baht / bottle
- Cristal pure water 15 Baht / bottle
- Mineral water 25 Baht / bottle
- Unif green tea 30 Baht / bottle
- Oishi green tea 25 Baht / bottle
- Malee juice 1000 Ml. 75 Baht / bottle
- Malee juice 200 Ml. 20 Baht / bottle
- Unif juice 1000Ml. 75 Baht / bottle
- Unif juice 300Ml. 25 Baht / bottle
- M sport energy drink 15 Baht / bottle
- Sponsor energy drink 15 Baht / bottle
- Red bull energy drink 15 Baht / bottle
- Yomost milk 25 Baht / bottle
- Fomost milk 25 Baht / bottle
- Thai-Denmark treated milk 15 Baht / pack
- Duchmilk milk 25 Baht / bottle
- Whey protein, Whey marine drinking brand 85 Baht /bottle
- Dutchy Yogert 20 Baht / bottle
- Danal activia Yogert 20 Baht / bottle

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Machine
Equipment / Tools No. Price/unit Total Price
- Spinning Machine 9 46,250 416,250
- Jogging Machine 9 105,000 945,000
- Exercise Machine E360H 4 180,575 722,300
- Exercise Machine SM732 4 21,500 86,000
- Body Craft X4 2 297,500 595,000
- Free weight 1 28,700 28,700
- Exercise Machine OB-86,SAD-14T 4 11,720 46,880
- OP-1.25 4 145 580
- OP-2.5 4 290 1,160
- OP-5 4 570 2,280
- OP-10 4 1,190 4,760
- OP-15 4 1,700 6,800
- OP-20 4 2,300 9,200
- CL-12 8 590 4,720
- Exercise Machine 42L 2 10,580 21,160
- Exercise Machine CB 3 5,020 15,060
- Exercise Machine FID 30 2 7,850 15,700
- Welness I-Slimm 2 19,900 35,000
- Wall Loudspeaker 30 4,290 128,700
- DVD Player 15 1,550 23,250
- Power Amp 15 19,200 288,000
- Yoga Mat 35 4,680 163,800
- Yoga Towel 35 1,880 65,800
- Yoga Block 35 250 8,750
- Yoga Strap 35 250 8,750
- Yoga Round Bolster 35 3,280 114,800
- Fit Ball, Yoga Ball 35 first piece 650, 14,930
- second piece 190
- Projector 16 18,900 302,400
- Theater Monitor 16 9,000 144,000
- 3D Glasses 40 590 23,600
- Dry ice 14 13,900 194,600
- Heater 14 8,186 114,604
- Motor Control Panel (MCP) 1 325,000
325,000

Overhead Cost
- Electricity
- Water
- Telephone
- Internet

Direct labor
1.) Manager 1 person 25,000
2.) Employee in organization
- Information 2 person (2*12,000) 24,000
- Sale & Marketing 1 person 18,000
- Accountant 1 person 15,000
- Trainer 6 person (6*12,000) 72,000
- House Keeper 3 person (3*8,000) 24,000
- Security 1 person 7,500
Total Salary expense / month 185,500

Marketing

BILL BOARD

BILL BOARD (TP-CM 02)
This bill board will located on Gadsuankeaw Chiangmai. It is easy to see when coming
from the Central Gadsuankeaw chiangmai university.

Size: 10.00 m X 15.00 m

Price: 120,000 bath per month

Production price: 1,500 bath per square meter (Vinyl 600Dpi.)

Infrastructure: 6,000 bath per month

Reference : (http://www.tpworldgroup.com/Default.aspx?pageid=18)

WEB ADVERTISING : GM Company

Price: 15,000 Bath
Reference : (http://www.gmwebsite.com/web/)

MAGAZINE ADVERTISING: Hip magazine Chiangmai

Price: 150,000 Bath per year
Reference :
(http://www.thailandmagazinedirectory.com/%E0%B8%97%E0%B8%B3%E0%B9%80
%E0%B8%99%E0%B8%B5%E0%B8%A2%E0%B8%9A%E0%B8%99%E0%B8%B4
%E0%B8%95%E0%B8%A2%E0%B8%AA%E0%B8%B2%E0%B8%A3-
%E0%B8%9E%E0%B8%B7%E0%B9%89%E0%B8%99%E0%B8%97%E0%B8%B5%
E0%B9%88%E0%B9%82%E0%B8%86%E0%B8%A9%E0%B8%93%E0%B8%B2.ht
ml)

RADIO ADVERTISING : Siangsamyod Chiangmai 105.75

Time: 6.00-11.00 / 16.00-21.00
Price: 2,700 Baht (30 sec per spot)
Reference : (http://www.zzztv.net/index.php?lay=show&ac=article&Id=538750088)

BROCHURE ADVERTISING : Naitamtook Company

Price: 21,600 Bath per piece .We use 20,000 pieces
Detail: A4 art paper 4 colors
Reference : (http://www.naitamtook.com/)

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Chapter 6

Administration

Administration Cost

Employee Salary
Wage rate for our organization
3.) Manager 1 person 25,000
4.) Employee in organization
- Information 2 person (2*12,000) 24,000
- Sale & Marketing 1 person 18,000
- Accountant 1 person 15,000
- Trainer 6 person (6*12,000) 72,000
- House Keeper 3 person (3*8,000) 24,000
- Security 1 person 7,500
Total Salary expense / month 185,500

Water
Commerce, Government Agency,
State Enterprise and Industry
Volume(cu.m.) Baht/cu.m.
0-10 9.50 (Not less than 90 Baht)
11-20 10.70
21-30 10.95
31-40 13.21
41-50 13.54
51-60 13.86
61-80 14.19

Reference : (http://www.mwa.co.th/watercost.html)

Electricity
Medium Business
Need of Electric Power
(Baht / Kilowatt)
Electric Power
(Kilowatt / Unit)
Over 69 Kilovolt 175.70 1.6660
22-23 Kilovolt 196.26 1.7034
Less than 22 Kilovolt 221.50 1.7314

Reference : (http://www.eppo.go.th/power/pw-Rate-PEA.html)

Internet
Our business use 3BB broadband internet. We choose customer package speed 20M/4M.
Customer
Package
Download/
Upload
Appropriate Customer Monthly fee exclude VAT
Dynamic
IP
1 IP 4IP 8IP

3BB
6M/512K General emphasize domestic such as
sending e-mail, find information
590 - - -
9M/1M General, medium international need
to download big size of file
900 - - -
12M/1M 1,490 - - -
16M/1M 2,290 - - -
20M/4M General, medium international
Can use with 3-4 computer in the
same time
2,990 - - -

Reference : (http://www.3bb.co.th/promotion/9mb.php)

Fire insurance
We choose ThailandWealth insurance for our building. Our insurance budget 1,000,000 Baht
and we add coverage insurance for third person 3,000,000 Baht but this cost excluding VAT and
duty.
The way of thinking insurance premium including VAT(7%) and duty(0.4%)
Budget 1,000,000 * rate of insurance premium 0.26%
Main insurance premium = 2,600 Baht
Add coverage insurance 3,000,000 Baht = 3,000 Baht
All insurance premium = 5,600 Baht
Add duty (0.4%) 5,600*0.4% = 22.4 Baht
Insurance premium including duty = 5,622.4 Baht
Add VAT (7%) 5,622.4*7% = 393.57 Baht
Insurance premium including VAT = 6,015.97 Baht
Our insurance premium is 6,015.97 per month.

Reference :
(http://www.thailandwealth.com/index.php?option=com_content&view=article&id=443%3A200
9-10-16-05-34-43&catid=258%3A2009-10-10-05-36-07&Itemid=274&fb_source=message)

Administration Cost

Y
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0
0

1
0
,
5
0
0

1
2
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5
0
0

1
1
,
0
0
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3

W
a
t
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r

E
x
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e

1
,
1
0
0

1
,
2
0
0

1
,
1
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1
,
2
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1
,
0
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,
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2
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,
1
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2
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,
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1
,
7
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4

I
n
t
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r
n
e
t

i
n
c
l
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d
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n
g

V
A
T

7
%

3
,
2
0
0

3
,
2
0
0

3
,
2
0
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3
,
2
0
0

3
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2
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3
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3
,
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3
,
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3
,
2
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5

T
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p
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x
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e

3
,
3
0
0

3
4
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7
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3
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1
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3
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2
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3
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1
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3
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7
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,
5
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3
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3
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6

I
n
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e

6
,
0
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5
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9
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6
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9
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6
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9
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6
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9
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6
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6
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6
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9
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6
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9
7

6
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5
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9
7

T
o
t
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l

2
0
9
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2
1
6

2
0
7
,
9
1
6

2
1
0
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5
1
6

2
0
9
,
5
1
6

2
1
1
,
1
1
6

2
1
0
,
0
1
6

2
1
0
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0
1
6

2
1
0
,
5
1
6

2
1
1
,
7
1
6

2
0
9
,
5
1
6

2
1
1
,
5
1
6

2
1
0
,
6
1
6

Y
E
A
R

2

N
o

D
e
s
c
r
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p
t
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n

B
a
s
e

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A
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E
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1

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m
p
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e

S
a
l
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r
y

1
8
5
,
5
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1
8
5
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5
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0

1
8
5
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5
0
0

1
8
5
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5
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0

1
8
5
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5
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1
8
5
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5
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5
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5
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1
8
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5
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8
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8
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2

E
l
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1
2
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5
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6
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0

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1
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3
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1
1
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8
0
0

1
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1
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1
2
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0

1
1
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3
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0

1
1
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9
0
0

1
2
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0
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1
1
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4
0
0

1
2
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5
0
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3

W
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E
x
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e

1
,
2
0
0

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,
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1
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2
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1
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,
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4

I
n
t
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r
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t

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c
l
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g

V
A
T

7
%

3
,
2
0
0

3
,
2
0
0

3
,
2
0
0

3
,
2
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0

3
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2
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3
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3
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3
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3
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3
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2
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3
,
2
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3
,
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5

T
e
l
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p
h
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e

e
x
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e

3
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1
0
0

3
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4
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5
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3
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3
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4
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6
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3
,
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3
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2
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3
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4
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3
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3
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2
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6

B
u
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g

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e

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9
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6
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9
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6
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9
7

6
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9
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6
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9
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6
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9
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6
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9
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6
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9
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6
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9
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6
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9
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6
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5
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9
7

6
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0
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5
.
9
7

T
o
t
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l

2
1
1
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5
1
6

2
1
1
,
8
1
6

2
1
0
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6
1
6

2
1
1
,
0
1
6

2
0
9
,
2
1
6

2
1
0
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4
1
6

2
1
0
,
3
1
6

2
1
1
,
0
1
6

2
1
1
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0
1
6

2
1
1
,
3
1
6

2
1
0
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3
1
6

2
1
1
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5
1
6

Y
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A
R

3

N
o

D
e
s
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r
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B
a
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e

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1

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m
p
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e

S
a
l
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y

1
8
5
,
5
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0

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8
5
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5
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0

1
8
5
,
5
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1
8
5
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5
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8
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5
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8
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5
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8
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5
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8
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5
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1
8
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5
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2

E
l
e
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t
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y

E
x
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e

1
2
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2
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0

1
2
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9
0
0

1
3
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1
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0

1
2
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0
0
0

1
1
,
8
0
0

1
2
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0
0
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1
1
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1
0
0

1
3
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0
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0

1
2
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7
0
0

1
2
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2
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0

1
2
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2
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1
1
,
9
0
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3

W
a
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r

E
x
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e

1
,
3
0
0

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,
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9
0

1
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7
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4

I
n
t
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r
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t

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c
l
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V
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7
%

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3
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2
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3
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5

T
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6

B
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e

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6
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T
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l

2
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6

2
1
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0
6

2
1
2
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3
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6

2
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1
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6

2
1
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8
8
6

2
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5
6
6

2
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6
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6

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9
1
6

2
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8
1
6

2
1
1
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6
1
6

2
1
1
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3
1
6

2
1
1
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2
1
6

Y
E
A
R

4

N
o

D
e
s
c
r
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p
t
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n

B
a
s
e

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1

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m
p
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e

S
a
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y

1
8
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5
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1
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5
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0

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8
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1
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5
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1
8
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5
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2

E
l
e
c
t
r
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c
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t
y

E
x
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s
e

1
2
,
7
0
0

1
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8
0
0

1
2
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4
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1
3
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1
2
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1
2
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1
2
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3
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1
3
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7
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0

1
2
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7
0
0

1
4
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5
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1
2
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3
0
0

1
1
,
9
0
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3

W
a
t
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r

E
x
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e
n
s
e

1
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4
0
0

1
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3
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1
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3
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3
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4

I
n
t
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r
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t

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l
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V
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7
%

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2
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3
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3
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2
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3
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2
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3
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3
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5

T
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x
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3
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6
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6

B
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e

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6
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6
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6
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6
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6
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9
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6
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9
7

6
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9
7

T
o
t
a
l

2
1
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4
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6

2
1
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1
6

2
1
2
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1
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6

2
1
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8
1
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2
1
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9
1
6

2
1
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1
1
6

2
1
1
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8
1
6

2
1
3
,
2
1
6

2
1
2
,
0
1
6

2
1
3
,
6
1
6

2
1
1
,
7
1
6

2
1
1
,
0
1
6

Y
E
A
R

5

N
o

D
e
s
c
r
i
p
t
i
o
n

B
a
s
e

J
A
N

F
E
B

M
A
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A
P
R

M
A
Y

J
U
N

J
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L

A
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N
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D
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1

E
m
p
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y
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S
a
l
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r
y

1
8
5
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5
0
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1
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5
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5
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1
8
5
,
5
0
0

1
8
5
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5
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1
8
5
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5
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1
8
5
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5
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1
8
5
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5
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1
8
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5
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1
8
5
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5
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1
8
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5
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0

1
8
5
,
5
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0

1
8
5
,
5
0
0

1
8
5
,
5
0
0

2

E
l
e
c
t
r
i
c
i
t
y

E
x
p
e
n
s
e

1
4
,
5
0
0

1
5
,
2
0
0

1
3
,
2
0
0

1
2
,
9
0
0

1
3
,
4
0
0

1
1
,
2
0
0

1
3
,
6
0
0

1
2
,
8
0
0

1
4
,
0
0
0

1
2
,
5
0
0

1
2
,
9
0
0

1
3
,
3
0
0

3

W
a
t
e
r

E
x
p
e
n
s
e

1
,
4
0
0

1
,
3
0
0

1
3
,
0
0

1
,
1
0
0

1
,
2
0
0

1
,
3
0
0

1
,
5
0
0

1
,
1
0
0

1
,
2
0
0

1
,
3
0
0

1
,
1
0
0

4

I
n
t
e
r
n
e
t

i
n
c
l
u
d
i
n
g

V
A
T

7
%

3
,
2
0
0

3
,
2
0
0

3
,
2
0
0

3
,
2
0
0

3
,
2
0
0

3
,
2
0
0

3
,
2
0
0

3
,
2
0
0

3
,
2
0
0

3
,
2
0
0

3
,
2
0
0

3
,
2
0
0

3
,
2
0
0

5

t
e
l
e
p
h
o
n
e

e
x
p
h
o
n
e

3
,
1
0
0

3
,
0
0
0

3
,
2
0
0

3
,
4
0
0

3
,
1
0
0

3
,
0
0
0

3
,
5
0
0

3
,
1
0
0

3
,
6
0
0

3
,
1
0
0

3
,
4
0
0

3
,
1
0
0

6

B
u
i
l
d
i
n
g

I
n
s
u
r
a
n
c
e

6
,
0
1
5
.
9
7

6
,
0
1
5
.
9
7

6
,
0
1
5
.
9
7

6
,
0
1
5
.
9
7

6
,
0
1
5
.
9
7

6
,
0
1
5
.
9
7

6
,
0
1
5
.
9
7

6
,
0
1
5
.
9
7

6
,
0
1
5
.
9
7

6
,
0
1
5
.
9
7

6
,
0
1
5
.
9
7

6
,
0
1
5
.
9
7

T
o
t
a
l

2
1
3
,
7
1
6

2
1
4
,
2
1
6

2
1
1
,
1
1
6

2
1
2
,
1
1
6

2
1
2
,
4
1
6

2
1
0
,
2
1
6

2
1
3
,
3
1
6

2
1
1
,
7
1
6

2
1
3
,
5
1
6

2
1
1
,
6
1
6

2
1
2
,
1
1
6

2
1
1
,
1
1
6

Chapter 7

Financial

Y
E
A
R

1

W
a
r
m

U
p

F
i
t
n
e
s
s

4
D

P
r
o
f
i
t
/
L
o
s
s

S
t
a
t
e
m
e
n
t

F
o
r

t
h
e

y
e
a
r

1

E
n
d
e
d

3
1

D
e
c
.

F
i
r
s
t

y
e
a
r

J
a
n

F
e
b

M
a
r

A
p
r

M
a
y

J
u
n

J
u
l

A
u
g

S
e
p

O
c
t

N
o
v

D
e
c

T
o
t
a
l

R
e
v
e
n
u
e

S
a
l
e

1
,
6
4
0
,
0
0
0
.
0
0

1
,
1
6
4
,
0
0
0
.
0
0

1
,
1
3
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0
0
0
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0
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1
,
4
4
4
,
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0
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9
4
5
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7
8
7
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1
,
2
9
2
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0
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8
6
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9
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1
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9
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7
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2
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1
2
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8
4
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0
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0
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N
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t

S
a
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e

1
,
6
4
0
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0
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1
,
1
6
4
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1
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4
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7
8
7
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1
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1
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9
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9
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7
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7
4
2
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1
2
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8
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0
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0
0

C
o
s
t

o
f

G
o
o
d
s

s
o
l
d

C
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s
t

o
f

G
o
o
d
s

S
o
l
d

2
2
,
9
2
3
.
0
0

2
1
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1
2
5
.
0
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1
9
,
9
6
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0
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2
0
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8
7
9
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0
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1
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6
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1
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2
2
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9
7
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1
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2
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0
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1
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2
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6
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0
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2
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4
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0
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1
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2
0
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9
9
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0
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2
5
5
,
5
8
4
.
0
0

G
r
o
s
s

p
r
o
f
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t

1
,
6
1
7
,
0
7
7
.
0
0

1
,
1
4
2
,
8
7
5
.
0
0

1
,
1
1
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3
1
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1
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4
2
3
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1
2
1
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0
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9
2
3
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9
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4
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7
6
5
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4
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1
,
2
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9
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8
0
3
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0
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8
3
8
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8
8
8
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4
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9
9
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6
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8
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8
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1
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1
2
,
5
8
4
,
4
1
6
.
0
0

E
x
p
e
n
s
e

M
a
r
k
e
t
i
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g

e
x
p
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n
s
e

3
0
9
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3
0
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1
2
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1
2
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1
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6
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0

0

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1
2
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2
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0

1
2
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1
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1
0
0

C
a
s
h

p
a
i
d

f
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r

A
d
m
i
n
i
s
t
r
a
t
i
o
n

c
o
s
t

2
0
9
,
2
1
6

2
0
7
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6

2
1
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5
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6

2
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2
1
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6

2
1
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2
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6

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2
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2
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2
1
1
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1
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2
1
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6
1
6

2
,
5
2
2
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1
9
2

D
e
p
r
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c
i
a
t
i
o
n

1
4
5
,
8
2
2

1
4
5
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8
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2

1
4
5
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8
2
2

1
4
5
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8
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2

1
4
5
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8
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2

1
4
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8
2
2

1
4
5
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8
2
2

1
4
5
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8
2
2

1
4
5
,
8
2
2

1
4
5
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8
2
2

1
4
5
,
8
2
2

1
4
5
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8
2
2

1
,
7
4
9
,
8
6
4

T
o
t
a
l

e
x
p
e
n
s
e

6
6
4
,
3
3
8

4
7
3
,
7
3
8

4
7
6
,
3
3
8

3
7
6
,
9
3
8

3
5
6
,
9
3
8

3
5
5
,
8
3
8

4
9
7
,
4
3
8

4
7
6
,
3
3
8

4
7
7
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5
3
8

3
7
6
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9
3
8

3
5
7
,
3
3
8

4
7
6
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4
3
8

5
,
3
6
6
,
1
5
6

E
B
I
T

9
5
2
,
7
3
9
.
0
0

6
6
9
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1
3
7
.
0
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6
3
3
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3
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1
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3
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5
6
7
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4
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2
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7
2
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3
6
1
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4
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1
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6
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5
2
8
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2
4
4
,
5
6
3
.
0
0

7
,
2
1
8
,
2
6
0
.
0
0

T
a
x
e
s

(
3
0
%
)

2
8
5
8
2
1
.
7

2
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0
7
4
1
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1

1
9
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3
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1
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9

2
1
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N
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t

I
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c
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m
e

6
6
6
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9
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3
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4
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D
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d

(
1
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%
)

6
6
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E
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6
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W
a
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u
p

F
i
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s

4
D

S
t
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m
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t

o
f

C
a
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f
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F
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Y
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1

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n
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o
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3
1

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.

Y
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1

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a
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T
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O
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a
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B
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c
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Chapter 8

Risk Management

In todays business environment, conditions remain challenging for many, and risk retains its
position high on every organizations agenda. Businesses themselves are changing, which brings
new risk horizons and, at the same time, they are grappling with the changes brought about by a
post-downturn economy. The ability to anticipate threats, respond and continually adapt is as
critical a part of the risk management process as it ever has been. (The top 10 risks for business,
Oxford Analytica, 2010).
Business risk is a circumstance or factor that may have a negative impact on the operation or
profitability of a given company. A business risk can be the result of internal conditions, as well
as some external factors that may be evident in the wider business community.

External Factor
Risk Description Solution
Political New government set a new standard
of wage
We will create a contingency plan for
reserve when this risk happen, such
as set new standard of wage that both
of them can accept.
Economic When the economy depress, we will
have a second plan to solve that
problem.
We will have a fund raising or
foundation when we dont have
enough money to use in operation to
the good management of our
business.
Social When the trend in society changing in
opposite site, we should finding the
method to attract the customer back to
use our service.
We will increase the promotion, set
the booth to show and presenting
about our business in the event or
exhibition and advertising.

Fire We need to have the insurance to
protect about this accident and
impossible event.
Insurance
Natural
Disaster
It is uncontrollable factor that may
occur anytime, we cannot forecast.
Insurance
Competitive Increase the competitors Differentiate, Reduce cost, Clearly
target market, Business alliance.

Internal Factor
Strategic

If we have a wrong strategy, we will
lose many benefits.
We must have operation strategy
more than one strategy because risk
can happen every time.
Marketing If our marketing strategy not clear,
our brand will not reach to the target
group and will effect brand unknown
or not meet the objective
We have to create a good marketing
plan for the success of our company.

Operational

Operation that dont have a good
system or clarify plan, its will effect to
the time to work late and defective
operation that will happen.
We will created a clarify structure
and working plan for our staff can
live together to be the perfect team
member.
Employee We have t to train employee every
year to maintain the quality of service.
Send employee to have a training
course every year
Financial The financial statement can change
every time effect to decreasing of
income statement.
We must have a fund company that
we can reliable to use in our
operation.

Financial Risk
Risks from internal and external will affect the corporate status from sale decrease and expense
increase as follows;
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2
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2
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3
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4
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3
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1
7
6

Chapter 9

Conclusion

Conclusion

The fitness industry in Thailand has become famous and important. And the number of
people who exercise has also increasing. Warm up fitness use a 4D system to attract customer
and to be the number one of fitness industry. Our fitness provides the modern fitness innovation.
We combine 4D system with exercising. Our target is not only to meet customer needs but also
to avoid from daily routines. Customers can feel the difference when they visit our fitness as it is
our vision we are different and unique and we will be a leader of fitness in Chiang Mai. There
are 3 floors in the Warm up fitness 4D, the first floor is lobby where the customers are able to
enjoy facilities while waiting, the second floor is regular fitness & yoga, and the third floor is 4D
exercise room. In the future, we will plan to spread new branches and our future fitness centers
would be launched to complete all kinds of potential demand in the healthy field. Moreover, we
would provide high technology equipments and wonderful service in our future fitness centers.
Additionally, our present fitness is very attractive to people who really care for health and want
to try on the modern technology of exercising. Our price is also reasonable and our promotions
tend to meet expectations of people who are aware and concerned of their spending. The Warm
up fitness 4D is located in Chiang Mai province because this is the largest economic city in the
north of Thailand, and Chiang Mai is also as the second main city of Thailand. Therefore,
Chiang Mai is a very appropriate place to settle down this kind of our business. Characteristic of
each floor, zone 1 is about to get the exercise of all our customers. We also provide
complimentary drinks and wifi zone corner for customers to relax and have lockers for security
of customers assets. Finally, we have the cleaning toilets and bathing facilities to provide
convenience to customers. The second zone including fitness and yoga room. Yoga can
accommodate 20 people and has modern equipment for customers to enjoy and have fun with
yoga. Aerobics room, a stereo and a new trainer to help teach about our customers and aerobics.
The third zone, that provides a new experience for customers. It has a yoga zone, aerobic zone,
running, and spinning but all of this is control by 4D systems. The customers will enjoy with
new innovative exercises. For the safety service is an important part for protect accident or
impossible event to the customer. So, we will provide high quality of safety service to protect the
customer from the injury by we will provide trainer which have much experience to training
about method to use each machine for our customers.
Reference
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Press.

2. Eaton, S.B., Shostak, M., and Konner, M. (1988). The Paleolithic Prescription: A Program of
Diet and Exercise and a Design for Living. New York: Harper and Row.

University Press.

4. Matthews, D.O. (1969). A Historical Study of the Aims, Contents, and Methods of Swedish,
Danish, and German Gymnastics. Proceedings National College Physical Education Association
for Men. 72nd, January.

Louis, MO: Mosby.

6. Green, P. (1989). Classical Bearings: Interpreting Ancient History and Culture. London:
Thames and Hudson.

Nicolson.

8. Forbes, C.A. (1929). Greek Physical Education. New York: The Century Company.

9. Barrow, H.M. and Brown, J.P. (1988). Man and Movement: Principles of Physical Education.
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07&Itemid=274&fb_source=message

Appendix
Character of each Machine
Name: DB-910Ub
Price: 46,250
Characteristics
Adjust the resilience 32 levels
34 exercise programs
LCD monitor, set information for 2 users
Show 10 data at the same time
There is a place for reading book
There is a jack for connecting with MP3 player via USB port
There is Apple connector for i Pod, i Phone and i Pad
Reference: http://sportsensitive.tarad.com/product.detail_805370_th_3997358

Name: GLP 3200
Price: 105,000
Characteristics
Motor Power DC 4.0 HP (fan cooled
quiet operation
Speed 0.8 to 22 km/h (0.1% increments)

LCD monitor, set information for 2 users
Show 10 data at the same time
There is a place for reading book
There is a jack for connecting with MP3 player via USB port
There is Apple connector for i Pod, i Phone and i Pad
http://sportsensitive.tarad.com/product.detail_805370_th_3997358
Motor Power DC 4.0 HP (fan cooled) PWM ensure
Speed 0.8 to 22 km/h (0.1% increments)
An electrically adjustable 0-20% (1% increments)
Support maximum body weight not less than 180 kilograms
Running area 55.5 x 148 cm
There are speed control button (right hand side) and sl
railings side.
There are emergency stop system and two speakers on the screen
There are 1 adapt program, 5 package programs, each program has 19 levels of difficulty
Support MP3 player
Get the standard ISO 9001 and CE
Name: E360H
Price: 180,575
Characteristics
Computer control system is ele
induction system
There is Power generation system within
the body. Do not use an external disk
Adjust friction 8-160 level
14 exercise programs
7 software programs and 2 programs for creating yourself of user
Support weight up to 227 kg (500 p
20% (1% increments)
Support maximum body weight not less than 180 kilograms
There are speed control button (right hand side) and slope adjust button (left hand side) at
There are emergency stop system and two speakers on the screen
Get the standard ISO 9001 and CE
Computer control system is electromagnetic
There is Power generation system within
the body. Do not use an external disk
7 software programs and 2 programs for creating yourself of user
Support weight up to 227 kg (500 pounds)
ope adjust button (left hand side) at
Reference: http://sportsensitive.com/product-th-805370-3997441-
%E0%B9%80%E0%B8%84%E0%B8%A3%E0%B8%B7%E0%B9%88%E0%B8%AD%E0%B
8%87%E0%B9%80%E0%B8%94%E0%B8%B4%E0%B8%99%E0%B8%A7%E0%B8%87%E
0%B8%A3%E0%B8%B5+Commercial+Elliptical+Diamondback+KEISER+Magnum+LANDIC
E.html

Name: SM732
Price: 21,500
Characteristics
Manual adjust friction by 8 levels
The screen can adjust
LCD monitor shows the time, speed, rpm,
distance, calories and heart rate
There is physical rehabilitation (recovery)
Can measure heart rate, pulse by touch
Magnetic system control rotating force constant the exercising
Backrest and seat can be adjust as need
There is scroll wheel for easily mobility
Open-Close automatic process
Reference: http://www.tarad.com/product/3464158#

Name: Body Craft X4
Price: 297,500
Characteristics
There are 4 training stations consist
of Functional Cable, Cable Column,
Press/AB/Leg Extension and
Abdominal and Leg muscles
(shoulder, chest, abdominal and leg
muscles)
The structure is strength steel frame 2 x 2 inches and 2 x 3 inches
Seat made from foam well and resistance for tearing
We use 2 unit = 595,000
Reference: http://www.kelenor.com/index.php?controller=product&product_id=278

Name: Free weight
Price: 28,700
Characteristics
Chrome plate
The weight from 1-10 kg
Structure made from strength steel,
balance, safety and easy to use
We use 1 unit: 28,700
There are 4 training stations consist
of Functional Cable, Cable Column,
(shoulder, chest, abdominal and leg
The structure is strength steel frame 2 x 2 inches and 2 x 3 inches
Seat made from foam well and resistance for tearing
http://www.kelenor.com/index.php?controller=product&product_id=278
Structure made from strength steel,
use
http://www.kelenor.com/index.php?controller=product&product_id=278
Reference: http://sportsensitive.tarad.com/product
%E0%B8%94%E0%B8%B1%E0%B8%A1%E0%B9%80%E0%B8%9A%E0%B8%A5%E0%B
8%A5%E0%B9%8C+%E0%B9%81%E0%B8%81%E0%B8%99%E0%B8%A2%E0%B8%81
%E0%B8%99%E0%B9%89%E0%B8%B3%E0%B8%AB%E0%B8%99%E0%B8%B1%E0%B
8%81+%E0%B9%81%E0%B8%9C%E0%B9%88%E0%B8%99%E0%B8%99%E0%B9%89%
E0%B8%B3%E0%B8%AB%E0%B8%99%E0%B8%B1%E0%B8%81%E0%B8%9A%E0%B8
%B2%E0%B8%A3%E0%B9%8C%E0%B9%80%E0%B8%9A%E0%B8%A5+%E0%B8%95%
E0%B8%B1%E0%B8%A7%E0%B8%A5
8%9A%E0%B8%B2%E0%B8%A3%E0%B9%8C%E0%B9%80%E0%B8%9A%E0%B8%A5.h
tml

Name: OB-86
Price: 5,500
We use 2 units: 11,000
http://sportsensitive.tarad.com/product-th-805370-3997742-
99%E0%B9%89%E0%B8%B3%E0%B8%AB%E0%B8%99%E0%B8%B1%E0%B
8%81+%E0%B9%81%E0%B8%9C%E0%B9%88%E0%B8%99%E0%B8%99%E0%B9%89%
E0%B8%B1%E0%B8%A7%E0%B8%A5%E0%B9%8A%E0%B8%AD%E0%B8%84%E0%B

86 Name: SAD-
Price: 5,500 Price: 360
We use 2 units: 11,000 We use 2 unit: 720
99%E0%B9%89%E0%B8%B3%E0%B8%AB%E0%B8%99%E0%B8%B1%E0%B
8%81+%E0%B9%81%E0%B8%9C%E0%B9%88%E0%B8%99%E0%B8%99%E0%B9%89%
%E0%B9%8A%E0%B8%AD%E0%B8%84%E0%B
-14T
Price: 360
We use 2 unit: 720

Name:
OP-1.25
OP-2.5
OP-5
OP-10
OP-15
OP-20
CL-12

Reference: http://sportsensitive.tarad.com/product
%E0%B8%94%E0%B8%B1%E0%B8%A1%E0%B9%80%E0%B8%9A%E0%B8%A5%E0%B8%A
5%E0%B9%8C+%E0%B9%81%E0%B8%81%E0%B8%99%E0%B8%A2%E0%B8%81%E0%B8%
99%E0%B9%89%E0%B8%B3%E0%B8%AB%E0%B8%99
%81%E0%B8%9C%E0%B9%88%E0%B8%99%E0%B8%99%E0%B9%89%E0%B8%B3%E0%B8
%AB%E0%B8%99%E0%B8%B1%E0%B8%81%E0%B8%9A%E0%B8%B2%E0%B8%A3%E0%B
9%8C%E0%B9%80%E0%B8%9A%E0%B8%A5+%E0%B8%95%E0%B8%B1%E0%B8%A7%E0
%B8%A5%E0%B9%8A%E0%B8%AD%E0%B8%84%E0%B8%9A%E
E0%B9%8C%E0%B9%80%E0%B8%9A%E0%B8%A5.html
Price We use
145 x 4 = 580
290 x 4 = 1,160
570 x 4 = 2,280
1,190 x 4 = 4,760
1,700 x 4 = 6,800
2,300 x 4 = 9,200
590 x 8 = 4,720
http://sportsensitive.tarad.com/product-th-805370-3997742-
99%E0%B9%89%E0%B8%B3%E0%B8%AB%E0%B8%99%E0%B8%B1%E0%B8%81+%E0%B9
%B8%A5%E0%B9%8A%E0%B8%AD%E0%B8%84%E0%B8%9A%E0%B8%B2%E0%B8%A3%
E0%B9%8C%E0%B9%80%E0%B8%9A%E0%B8%A5.html
We use
4 = 580
4 = 1,160
4 = 2,280
4 = 4,760
4 = 6,800
4 = 9,200
8 = 4,720
%E0%B8%B1%E0%B8%81+%E0%B9
0%B8%B2%E0%B8%A3%
Name: 42L
Price: 10,580
Characteristics
Use with standard Olympic barbell 2.15
meters and standard weight plates.
Backrest can adjust decline, flat and
incline.
There is the locking leg for training legs
muscles and safety in training.
The area to set equipment is wide 118 x lo
We use 2 unit = 21,160

Reference:
Use with standard Olympic barbell 2.15
meters and standard weight plates.
Backrest can adjust decline, flat and
There is the locking leg for training legs
muscles and safety in training.
The area to set equipment is wide 118 x long 175 x high 132 cm.

Name: CB
Price: 5,020
Characteristics
For training upper and lower abdominal fully part
Designed properly for supporting back plate
Adjust 3 level of highest
er and lower abdominal fully part
Designed properly for supporting back plate
Name: FID 30
Price: 7,850
Characteristics
Backrest can adjust decline, flat and incline by
levels
Steel structure
There is the locking leg for training abdominal muscles and stability in training
Backrest can adjust decline, flat and incline by

Name: Welness I-Slimm
Price: 19,900
Characteristics
Low-frequency vibration working
Stimulate muscles replace exercising 220/650 beats/minute
Adjust speed as need
The vibration helps fat and cellulite break, better blood
circulation
Increase glucose and energy burning efficiency
Can measure calories and evaluate fat level and show result
at LCD monitor
Adjust vibration 1-10 level

15
exercising 220/650 beats/minute
The vibration helps fat and cellulite break, better blood
Increase glucose and energy burning efficiency
Can measure calories and evaluate fat level and show result

There is promotion buy 2 units reduce cost.
We use 2 units = 35,000 From 39800 Reference: http://www.tarad.com/product/3958733
3
rd
floor This floor is special zone that provide new experience for the customer.
It has yoga zone, aerobic zone, jogging, and spinning room but all of this control by 4D system.
The customer will enjoy with the new innovation of fitness such as you jogging beside the sea or
waterfall or yoga in snow land, etc.

Name : Power Amp
Characteristic
The Yamaha P2500S is a rack-mountable stereo power amplifier for sound reinforcement
applications offering 250 watts per channel at 8 ohms and a moderate weight for its size.
Another exclusive feature of the P2500S is the EEEngine energy conservation design, which
obtains the same full output that conventional amplifier designs offer, but with half the power
consumption. This attribute, in conjunction with a full complement of thermal and limiting
overload protection, allows for cooler, quieter operation and improved frequency response with
minimized distortion. The P2500S has XLR and 1/4" balanced inputs and Neutrik Speakon,
binding post and 1/4" speaker outputs for connection to almost any sound system.
Rack-mountable stereo power amplifier with 250 watts per channel at 8 ohms
EEEngine (Energy Efficient Engine) technology for high power output with half the
energy consumption of conventional amplifier designs
Proprietary YS processing with dedicated on/off switch optimizes amplifier output for
use with Yamaha Club Series speakers
Amplifier overload limiting protection circuitry includes power on/off muting, DC
detection, thermal protection, and current limiting
Variable speed fan cooling
Sweepable rear panel low end frequency control knobs, low cut/subwoofer filter switches
Rear panel stereo/bridge/parallel operation mode switch
Recessed front panel attenuator controls with protective cover
Front panel LED indicators for power, protection, temperature, YS processing, signal,
and clip
Vented front and rear panels

Reference : http://www.bhphotovideo.com/c/product/274444-
REG/Yamaha_P2500S_P2500S_Two_Channel.html

Name : Projector Acer P1100 SVGA
Projector DLP 3D
Characteristic
Projector Type DLP (Advanced 6-segments Color Wheel)
Resolution Native SVGA (800x600)
Brightness 2,600 lumens (Standard), 2,080 Lumens (ECO)
Contrast 4000:1
Throw Distance 50"@2m (1.95-2.15:1)
Projection Lamp 4,000 Hours (Standard) , 5,000 Hours (ECO)
Audio One Internal Speaker with 2 watts output
Dimension 269x206x84 mm
Weight 2.34 Kg
Warranty: 2 Years / Lamp 1 Year or 1000 Hours
Reference : http://www.scts.co.th/catalog/product_info.php?products_id=859

Name : Theater Monitor
Brand: Screenboy
Price : 9,000/1unit
Characteristic
An LCD projector is a type of video projector for
displaying video, images or computer data on a screen or
other flat surface. It is a modern equivalent of the slide projector or overhead projector. To
display images, LCD (liquid-crystal display) projectors typically send light from a metal-halide
lamp through a prism or series of dichroic filters that separates light to three polysilicon panels
one each for the red, green and blue components of the video signal.
Reference : http://en.wikipedia.org/wiki/LCD_projector

Name : 3D Glasses
Price : 590/1unit
Characteristic
They also work great with the innovative NVIDIA 3D technology, which makes your screen up
to 2x brighter for better 3D gaming and video viewing. Plus, 3D Vision 2 glasses are built from
state of the art, softer materials designed to deliver more comfort and better fit.

Dry ice Maker
Characteristic
1.Voltage :AC220V
2.Power:3000W
3Control mode :manual
4.Coverage area:80m2
5.Preheating time :10-30minutes
Reference : http://csjykj.en.alibaba.com/product/437134725-211891515/Dry_ice_machine.html

BIONAIRE HFH-912 heater

Technical information.
Size of machine: 21 x 16 x 32 cm (length x width x height).
Weight: 1.5 kg.
The high power: 2,200 watts

Characteristic
Adjust the temperature from 5 C to 30 C to divide the work into two types.
Continuous from 24 C or above (Level 1 = 1100 W / Level 2 = 2200 watts).
Mixed hot air to cold air.
Adjustment / automatic climate control with Electronic Thermostat.
24 hour timer to control the digital display.
Show working via monitor is number system (Digital Display LCD)
Has a handle for easy to transport and set up the application.
Has a safety system about failed heating system.

Price: 8,186 Baht

Reference: http://www.tarad.in.th/index.php/Heater-
%E0%B8%AE%E0%B8%B5%E0%B8%97%E0%B9%80%E0%B8%95%E0%B8%AD%E0%B8%A3%E0%B9%8C-
%E0%B8%9E%E0%B8%B1%E0%B8%94%E0%B8%A5%E0%B8%A1%E0%B8%AD%E0%B8%B8%E0%B9%88
%E0%B8%99%E0%B8%A3%E0%B9%89%E0%B8%AD%E0%B8%99/%E0%B9%80%E0%B8%84%E0%B8%A3
%E0%B8%B7%E0%B9%88%E0%B8%AD%E0%B8%87%E0%B8%9B%E0%B8%A3%E0%B8%B1%E0%B8%9A
%E0%B8%AD%E0%B8%B8%E0%B8%93%E0%B8%AB%E0%B8%A0%E0%B8%B9%E0%B8%A1%E0%B8%B4-
BIONAIRE-%E0%B8%A3%E0%B8%B8%E0%B9%88%E0%B8%99-HFH-912/flypage.tpl.html

WarmUp Fitness4D

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PREFACE

Mean of income per month of population in CM

The main reasons of customers

The main reasons of customers

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