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Chor Chang Country Resort
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Chor Chang Country Resort
Project feasibility and evaluation
Present to
A.j. Chaiyawat Thongintr
Produced by
Mr. Kuntapon Kunsaman ID. 5231205010
Ms. Chatpilai Supsong ID. 5231205033
Ms. Benjarat Yingjamsiri ID. 5231205078
Ms. Panida Singyamueang ID. 5231205080
Ms. Pannika Wongnanta ID. 5231205099
Ms. Panwansinee Hanmontree ID. 5231205086Ms. Patchaneewan Churpasurt ID. 5231205100
MS. Phuttida Sungthong ID. 5231205110
Mae Fah Luang University
Semester 2 Acedemic year 2011
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Preface
This Project is a part of 1203302 Project Feasibility Study and EvaluationCourse in
the second semester of 2011. In this project is studying the feasibility of Choa Chang resort in
Chiang Rai, which is include generally of Chor Chang resort, management in resort, analysis
and marketing feasibility, the technical process, the financial feasibility, and risk. This project
will makes everyone who interested about resort business will get knowledge and information
before make decision to investment and get the benefits when doing the resort
We expect that our project will provide benefit more and more interested person, if
there are any error or problem in this project our group must apologize for the mistake.
Group members
Mr. Kuntapon Kulsaman
Ms. Chatpilai supsong
Ms. benjarat yingjamsiri
Ms. Panida singyamueang
Ms. Panwansinee hanmontree
Ms. Pannika wongnanta
Ms. patchaneewan churpasurt
MS. phuttida sungthong
I
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Contents
Preface I
Content II
Chapter 1: Introduction 1
1.1 Background and Significance of the project
1.2 Objective of project
1.3 Benefit of project
1.4 Time frame of study
2
13
13
14
Chapter 2: Industry Profile
2.1 Company Overview
2.2 Nature of industry
2.3 Situation of industry
2.3.1 Number of tourist come to Chiangrai and type of tourist
2.4 Logo of resort
2.5 Vision
2.6 Mission
2.7 Strategies of the company
2.7.1 Corporate level strategy
2.7.2 Business level strategy
2.7.3 Function level strategy
2.8 Production and Operation Analysis
2.8.1 Product Characteristic of Resort
2.8.2 Service Process
2.8.3 Location
2.8.4 Facility layout
2.8.5 Logistic Management
15
16
16
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18
20
21
21
21
21
21
22
27
27
30
32
34
34
Chapter 3: Market Feasibility Study 37
3.1 Marketing Analysis
3.1.1 General Environment Analysis (STEEP)
38
38
II
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3.1.2 Competition Analysis (3C Analysis)
3.2 STP Analysis
3.2.1 Market segmentation
3.2.2 Target Analysis
3.2.3 Product Position Analysis
3.3 Marketing Mix
3.3.1 Product Strategy
3.3.2 Price Strategy
3.3.3 Place Strategy
3.3.4 Promotion Strategy
3.4 Sale forecast / Profit estimation
3.5 Marketing expense (sale incentive)
3.6 Conclusion in market feasibility
41
58
58
60
62
62
62
65
66
66
68
83
83
Chapter 4: Investment Cost
4.1 Investment Cost
4.1.1 Rooms
4.1.2 Playing things and activities
4.1.3 Kitchen zone
4.1.4 Laundry and house keeping
4.1.5 Outside Resort
4.1.6 Standard Bathroom Accessories
4.1.7 Family Bathroom Accessories
4.1.8 Suite Bathroom Accessories
4.1.9 Office Equipment
4.2 Depreciation
4.2.1 Rooms
4.2.2 Playing things and activities
4.2.3 Kitchen zone
4.2.4 Laundry and house keeping
4.2.5 Outside Resort
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90
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105
109
113
117
117
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127
132
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4.2.6 Office Equipment
4.2.7 Toilet
142
147
Chapter 5: Pre-operating Cost
5.1 Pre-Operation cost
162
163
Chapter 6 Management Analysis
6.1 Organization Management
6.2 Organization Chart
6.3 Administration Cost
6.4 Conclusion from Chapter 4-6
164
165
170
171
176
Chapter 7 Financial Statement
7.1 Income Statement
7.2 Statement of Cash flow
7.3 Balance Sheet
178
179
184
194
Chapter 8 Risk Management
8.1 Risk Management
8.1.1 Internal Risk
8.1.2 External Risk
8.1.3 Calculate the risk of sale decrease
8.1.4 Calculate the risk of dividend increase
8.1.5 Calculate the risk of cost/Expense increase
8.1.6 Compare
8.1.7 Analyze the result of sale decrease
8.1.8 Analyze the result of dividend increase
8.1.9 Analyze the result of cost/Expense increase
204
205
205
205
206
209
210
212
221
227
234
Chapter 9 Conclusion 236
Appendix 240
Reference 251
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Chapter 1
Introduction
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1.1 Background and significance of the project
Slogan: The northernmost of Siam, the frontier of three lands, the home to the
culture of Lanna and Doi Tung Temple
Vision: Global Golden Gateway of Lanna Culture and
International Trade. The history of Chiang rai was occurred
from King Mengrai expanded south and assembled at the city
of Lao Ku Tao. It was here that the kings prime elephant
escaped into the jungle. King Mengrai himself traced the
elephant to Doi Thong by Kok River. Finding the fertile plain
strategically located, the king founded a new city there, with
Doi Thong enclosed within its wall, on 26 January 1262. The city was called Wiang Chiang
Rai after the kings name. Chiang Rai provinces emblem is a white elephant under the
cloud of prosperity and happiness on purple, the color of Saturday, the day of King Mengrais
birth and the provinces color.
Chiang Rai is the northernmost province of Thailand, 785 kilometres from Bangkok.
Situated on the Kok River basin, Chiang Rai covers an area of approximately 11,678 square
meters or 7,298,981 rais. with an average elevation of 580 meters above sea level and about
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1,198,218 people with 589,890 males and 608,328 females in Chiang Rai. It is adjacent to
Myanmar and Laos on the north, Phayao and Lampang on the south, Laos on the east and
Chiang Mai on the west. The province, which is located within the renowned Golden
Triangle area where Myanmar, Laos and Thailand converge, is also known as the gateway to
Myanmar, Laos and Southern China.
The climate of Chiang Rai, There are three seasons like Chiang Mai. The hot season
is from March to May, the rainy season from May to October and the cool season from
November to February. In the cool season, the temperature may drop to 13 C at night. It can
be lower in the mountains.Another, area of Chiang Rai mostly consists of mountains covered
with forests. There are also fertile plains along the valleys of several rivers, such as the Kok,
Sai, Ing and Mekong.
Administration of Chiang Rai is divided into 18 Amphoes: Mueang Chiang Rai,
Chiang Khong, Phan, Mae Chan, Chiang Saen, Mae Sai, Mae Suai, Wiang Pa Pao, Pa Daet,
Wiang Chai, Phaya Mengrai, Thoeng, Wiang Kaen, Mae Fa Luang, Khun Tan, Mae Lao,
Wiang Chiang Rung and Doi Luang.
Today, Chiang Rai is travelers paradise endowed with abundant natural tourist
attractions and antiquities; the province itself is evidence of past civilization. Attractions
range from magnificent mountain scenery, ruins of ancient settlements, historic sites,
Buddhist shrines and ethnic villages as the province is also home to several hill tribes who
maintain fascinating lifestyles. For those interested in the natural side of Chiang Rai, jungle
trekking is recommended along various trails. Recently tourism has boomed in Chiang Rai,
where visitors have come to explore the pristine natural beauty of the countryside and
immerse themselves in the indigenous culture, including those of a variety of different hill
tribe communities. Fortunately for tourists, Chiang Rai is also a center for community
development projects, helping rural villagers develop their attractions without adverselyaffecting their natural and cultural assets.
Nowaday, Tourism in northern of Thailand is increased continuously because the
weather is cool continuously and there are always promote tourism in northern of Thailand
such as Royal flora Ratchaphruek and Flower Festival. Moreover, the government said that
2011-2012. This year is will be Miracal Thailand Year for support tourism in Thailand as
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well. We found that the most tourists are East-Asia group such as China, Hong-kong, Japan,
Korea and Taiwan. They will interest to travel in northern more.
From the table above, we expect the tourism in northern of Thailand will become
interesting to the future of investors because the climate of northern, natural resources, tourist
attractions and charm of cultural. So, we found that Chiang Rai province is full with natural
resources and dominant in cultural. Then this point is beginning of our project to building our
resort that called Chor-Chang country resort. So, our resort will have 6 rooms and there
are 3 types of rooms; 3 standard rooms, 2 family rooms and 1suite room. We will build
resort at Tambon Mae yao Amphoe Mueang in Chiang rai.
4
Resource: http://www.tourismchiangrai.com/?p=chiangrai
Resource:http://www.bot.or.th/Thai/EconomicConditions/Thai/North/ArticleAn
dResearch/DocLib_Article/service%20Report%202011.pdf
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General information of Mae Yao
Tambon Mae yao is call follow the main river of Mae yao that flow through many
villages. Mae yao far away from district office of Chiang rai about 11 km. This area is high
mountains and plain between some mountains about 265.70 square kilometers. Border of
Mae yao: The north connects with Bandoo municipality, Amphoe Mueang Chiang rai,
Tambon Pa-Tueng, Amphoe Mae Chan. The south connects with Tambon Doi Hang and
Tambon huaychompu. The east connects with Amphoe Mueang Chiang rai. The west
connects with Tambon Thaton Chiang mai. There are 18 villages in these areas.
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Moreover, these areas are fulfillment with naturals, fresh air and hill tribe. It makes
tourists passionate these all things and unforgettable with happiness when they come here.
Our resort is a good luck because these areas are near with Ruammit Village, Kok River and
Mae Yao administration also there are many tourist attractions such as;
Chiang Rai Elephant Camp or Ruammit Village
The Karen village of Ruammit, on the banks of Nam Mae Kok (Mae Kok River) is
promoted as a Karen community, but nearby are Lahu, Lisu and Akha villages clustered onits outskirts. Despite its equally mountainous location, it is quite different to adjacent towns
of Baan Thaton and Doi Mae Salong.An old village, Ruammit is famous for its elephants,
with a long tradition of elephant training and logging and it remains distinctly Karen. It
retains its traditional culture and traditions, and has become one of the major tourist
attractions both on the Nam Mae Kok and within the Chiang Rai Province.Ruammit is a 1-
hour boat ride from the provincial capital of Chiang Rai province and boats depart at regular
6
Resource: http://www.maeyao.go.th/links/etc.htm
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intervals from the Chiang Rai pier. Ruammit is a favoured stop for an elephant ride on the
boat trip to Thaton, or as a destination in its own right. Mini-buses and songthiews ply the
route from town at equally regular intervals.
Huay Kaew waterfall
Huai Mae Sai Waterfall is a part of Mae Kok National Park that located in Huai Mae
Sai village, M. 10 Mae Yao Sub-District and 19 km away from the city of Chiangrai. The
way to go to the waterfall quite rough then most tourists ride elephants from Karen Ruammit
Village or drive 4x4 instead of driving cars. Huai Mae Sai waterfall is 2 levels waterfall, the
first level is 15 m. high and 100 m. away from another level. The first level is covered
with moss and fern when the second level has a pond where tourists can swim.
Ban Jalae Hill tribe Life and culture center
Ban Jalae is a traditional Laba Lahu village located in the capital district of Chiang Rai
province, twenty-two kilometers from the city of Chiang Rai. Ban Jalae is adjacent to Huay
Mae Sai Waterfall and is surrounded by Akha, Lahu, and Mien tribal villages. The villagers
of Ban Jalae still practice their traditional beliefs and have a lifestyle rooted in the wisdom
7
Resource: http://www.chiangraitourandtrekking.com/chiangrai%20information-
/Elephant%20Camp.html
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accumulated over hundreds of years of surviving in the mountain jungles.
Similar to most tribal communities in Thailand, however, Ban Jalae is experiencing a rural
exodus as restrictions on farming land force families to send their children and young adultsto work in the city make ends meet. Losing this generation to the city produces not only a
strain on the social fabric of the village, but also an abrupt discontinuity in the Lahu culture
and lifestyle that have been passed down for centuries. Most concerning, Lahu youth working
in the city often simply reject all aspects of their culture as "old fashioned."
To address the dual problems of cultural erosion and lack of sustainable sources of
income near the village, the Mirror Art Group and Ban Jalae chose to create the Ban Jalae
Hill tribe Life and Culture Center. This multi-media center powered by solar energy
combines displays about traditional Lahu culture, handicrafts and know-how with video
presentations that show that the deep and intricate cultures of the tribal peoples in and around
Ban Jalae are anything but "old fashioned."
The Ban Jalae Hill tribe Life and Culture Center is very much a community
endeavor. All artifacts in the Center come from Ban Jalae and surrounding Akha and Lahu
communities, with each home in Ban Jalae donating at least one item. The community also
invested six months of labor to construct the four adobe buildings that comprise the Center.
The villagers of Ban Jalae have made this investment so that they may not only share their
culture with guests to the village, but in hopes that the Center will rekindle among hilltribe
8
Resource:http://www.tourismchiangrai.com/e-ctmc/index.php?option=waterfall
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youth throughout Thailand an interest in tribal culture that has waned over the past
generation.
Ban Yafu view point
If youve spent the night at Ban Yafu, do remember to set your alarm clocks to wake
you up early. Take a short trek up to a viewing platform near the village and witness the
beautiful sunrise over the sea of clouds near the village. Truly a great way to begin any
day.The Doi Boa Viewpoint is a short hour and a half hike away. The initial section may
seem steep but that soon gives way to a gentler grade that would bring you straight to the
open grassy field that is the Doi Boa Viewpoint. Pitch your tents and rest by the fire as you
and your guides prepare an al fresco dinner under the stars. Turn in early so that you wont
miss another magnificent sunrise that the Doi Boa Viewpoint is so famous for.
Had Pha Kwang
9
Resource: http://www.cbtchiangrainetwork.com/eng/maeyao_yafuview.html
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Is located in Ban Panaswan Moo.13, Muang, Chiangrai. Distance from the
city about 30 kilometers. The way to go to the Had Pha Kwang by boat, Float raft
downstream or by land The journey by car, motorcycle. The period from March to May is the
dry season; water is reduced, therefore suitable for rafting. And surroundings of the beach are
beautiful. Have a point for the tent camp or relax. Visitors enjoy hiking around the
forest areas. There are abundant forests suitable for timber trees Trekking Association and
watch the tribal way of life.Especially in Ban Jale.
Song Kwai Waterfull
The waterfall is same named with the Ban Song Kwai Pattana. And this area is
Akha hill tribe villages
The Buddha Cave Temple
Located in Ban Paaor, maeyao, muang,chaing rai ,6 km away from the city of
Chiangrai.A high mountain about 800 meters.
10
Resource: http://www.hilltribe.org/museum/01-museum-banjalae.php
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Thum Chang Lung
Located in the south of mountain, About 150 meters away from the Buddha Cave
Temple. The cave is open ground and there is little light.
Thum Lom
About 50 meters from the Thum Chang Lung.The cave is not very deep.
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Thum Wai
About 100 meters from Thum Lom and the cave is about 100 meters deep the way
into the cave is tunnel and within the cave include stalagmites and stalactites When exposedto ultraviolet light is shining a flashlight shining. This cave is history side and suitable for
travelers who like adventure and excitement.
Agricultural development center
Located in Ban Lor Bue. This location is agricultural experiment station
redevelopment areaby the initiative of Her Majesty Queen Sirikit.
Therefore, our resort wants to be a leader of soft adventure in Mae Yao because we
regard these areas appropriate any resources for soft adventure in Mae Yao. Soft adventure is
the term used to describe the type of adventure tourism that requires little or no experience
and is low risk (as opposed to hard tourism which requires greater levels of skill and
incorporates more of significant risk). Soft adventure tourists may also use mechanized
transport (cars, motorbikes, etc) and comfortable accommodation. Soft adventure activities
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are often based upon their hard adventure equivalents, although they occur at a less
physically demanding level. Examples include horse riding, snorkeling, canoeing/kayaking
and walking in areas of outstanding natural beauty.
Nowadays, there are a few soft adventures in Mae Yao. For the example, in some
place they have only climbing and other place is about rafting. All of them are not popular
enough, because they have just only one activity and other place just newly open. Although
our resort just open, but we have like a many activities about soft adventure here such as,
ATV, climbing, zorb ball, and rodeo bull etc. Our resort also provide everything in order to
make our customer more convenience, for example we have a transportation for pick up
tourist to our resort and other destination if they would like, restaurant to provide the variety
of food such as northern food and American food etc., and wireless etc. And another reason is
when we talk about adventure in Chiang Rai, the first thing they guest is Mae Yao. So, we get
the competitive advantage in this topic also. We went to tourist police at Muang, Chiang Rai
and we also found that mostly the tourist like trekking at Mae Yao and the environment
surrounding is suite for soft adventure, because when we talk about adventure, it must be in
the environment or the forest. However, we regard that this point is a good opportunity for
our resort that want to be a leader of soft adventure in Mae Yao. Then we will make our
resort become Land of happiness for you by Chor Chang Country Resort.
1.2 Objectives of Project
1. To analyze market and financial risk in business
2. To Summary of the feasibility of resort business
3. To study about the business that concern about resort
4. Can management process in resort business.
1.3 Benefit of the project
1. Know more about the knowledge in business project and can apple in future.
2. Know about the behavior of customer in Chiang Rai.
3. Can planning and management business.
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1.4 Time frame of study
Operations Methods November December January February
1 2 3 4 1 2 3 4 1 2 3 4 1 2 3
To established groupand select the topic
To search the
information of resort
To prepare the
chapter 1
introduction of the
project and
submission
To analyze the
Industry Profile
and prepare chapter2 for submission
To analyze the
marketing feasibility
and prepare chapter
3 for submission
To study about
Investment cost
To study about pre-
operating cost
To study aboutmanagement analysis
To study about
financial analysis and
prepare chapter 5 for
submission
To analyze about risk
management and
prepare chapter 6 for
submission
To summary the
project and submitchapter 7
Recheck the report
and submission
Resource: http://english-for-thais-2.blogspot.com/2009/09/1181.html
http://www.tourismchiangrai.com/?p=chiangrai
http://www.tourismchiangrai.com/e-ctmc/index.php?option=main
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Chapter 2
Industry Profile
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2.1 Company Overview
New experience of country resort in Chiang Rai for leave from the busy life you can
enjoy with many activities here. Chor Chang resort is around by beautiful natural that will
give you fresh air. Learn with the way of life from native people and northern life style. The
accommodation we provide you the room that make you feel comfortable by modern
northern style that included by Standard room, Suite room and family room. The existing of
Chor Chang country resort that we proud to present is activity of soft adventure. You will get
existed experience from many activities such as ATV, climbing wall, Zorb ball, Redeo Bull.
Let shared the happiness and unforgettable experience with your friends, your family or your
lover in here. The quality restaurant is already to serve you by several delicious foods. Moreover to you can enjoy your meal which give you more good feeling by Kok river view. For
take a break we have Coffee shop to provide you of the high quality ingredient that we
choose from quality production. Chor Chang country resort, we are attend of every details of
your happiness.
2.2 Nature of industry
The role of hotel has a long history and was development for a long time. In manycountries, hospitality industry is the main that gain a lot of income to domestic. The way of
hospitality industry is different in each country and it cans definition by:
A hotel is an establishment of a permanent nature, which consists of four or more bedrooms,
and offers bed and breakfast on a short term contract and provides certain minimum
standards
(Ref: Hotels and Catering Economic Development Committee, South Africa).
Hotels may be classified in many different ways, for different purposes, to different countries.
The main reasons for classifying hotels are:
Comparisons.
Analyses of performance.
Identifying market gaps.
Marketing strategies.
Customer requirements.
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The hospitality industries in Thailand are growing. Now a day hotel and Resort is the
way to meet the successful of economic the main reason that make customer choose to
stay re the environment and design of hotel and resort.
If we know about the advantage of this industry we will see that the hospitality
industry can be more growth and never stop to develop to meet the demand of market andthe interesting factors to investment in hospitality industry in Thailand are the good
geographic such as:
The effect of natural disaster is not severe.
Thailand is the good canter of commercial between China and India.
The statistic show that have more foreigners come to settle down in Thailand.
Thailand is inexpensive in living cost.
The food is inexpensive and several style.
Nice weather.
The process of investment is easily than many countries.
The number of guests in hospitality industry is depending on season in each period. So, the
important of nature of hospitality industry to keep this industry to be alive is not just waiting
customer but the industry should have the networking with travel agencies or organization
such as provide the promotion in low season.
2.3 Situation of Industry
Nowadays, Thailand has been becoming so popular in foreigners groups. Therefore
a great number of the foreigners come to Thailand. According to Ministry of Tourism &
Sport (2011), There are inbound tourists come to Thailand increasing about 19.1 millions or
19.84 percents which are compose of East Asia increases about 32.24 % ,ASEAN increases
about 21.96 % ,South Asia increases 16.54 % ,Oceania increases 21.61 % ,America increases
12.85 % ,Europe increase 11.40 % ,Africa increases 6.73% and Middle east increases 5.95 %.
As Ministry of Tourism & Sport mentions, it can show that tourism industry in Thailand are
going to growth more. Of course, hospitality industry are going to growth also, because
hospitality industry as a close relative of tourism industry. Both of these have to mutually
depend on each other. For example, if tourists come to travel, the accommodations will be
booked. The popular destinations of foreigners are not only the sea site, but are cultural, way
of life and etc also.
According to Department of tourism of Thailand (2011), inbound tourist came to
Chiang Rai province grows from 2009 about 48.08 %. That means the inbound tourists more
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like to travel in cultural and heritage site, way of life, ethnics groups and natural, because
Chiang Rai plenty of natural attractions, cultural attraction, hill tribe and etc. In addition Nok
Air sees the growth of tourism, so they create new route that is from Bangkok to Chiang Rai
and fly 2 times a day to responding with number of tourists. So when transportation was
developed, tourism and hospitality will be developed also. Because transportation encourages
numbers of tourists to come to Chiang Rai (Introduction to Tourism transportation, 2011).
2.3.1 Number of tourist comes to Chiang-Rai and types of tourist
The number of tourist comes to Chiang Rai
Internal tourist in Chiang-Rai
January December
2010 2009 (%)
Visitor
Thai
2,288,2181,903,623
1,680,2481,430,375
+ 36.18+ 33.09
Foreigner 384,595 249,873 + 53.92
Tourist
Thai
1,996,3741,655,907
1,441,9611,212,034
+ 38.45+ 36.62
Foreigner 340,467 229,927 + 48.08
Average Length of stay
Thai
2.85
2.75
2.40
2.17
+ 0.45
+ 0.58
Foreigner 3.31 3.63 - 0.32
Average expenditure (baht/person/day)
Visitor
Thai
Foreigner
2,514.582,320.373,310.59
2,540.052,318.183,280.19
- 1.00+ 0.09+ 0.93
(Data from department of tourism)
The tourism situation in Chiang-Rai is growth compare from 2009 as a base year and
2010; these data were declared by department of tourism. The tourist both Thai and foreigner
are both increasing in year 2010, to compare in percentage in year 2010 number of tourist
increase by 38.45 compare with year 2009. Not only tourist the one who come for the tourist
purpose but visitor also that need the accommodation to stay we are lucky that the number of
visitor also increase like number of tourist by it increase for 36.18 percentage. The data that
show in the table tell us that the average length of stay in Chiang-Rai increase also that
benefit for hospitality industry that mean we have more chance to get more benefit because
Resource:http://www.thailandtourismcouncil.org/btcot/01_tctnews/popup.php?id=250
http://www.manager.co.th/Travel/ViewNews.aspx?NewsID=9550000007733
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the more they stay the more benefit we get. The average expenditure of the visitor of Thai
people are increase by 0.09 percent and foreigner increase by 0.93 percent.
Moreover Kasikorn research center estimate that will growth not less than 20
percents in year 2012 that mean we have a chance to get more benefit from growth of tourism
industry. The Kasikorn research center forecast number of foreigner tourist that will come to
Thailand around 19.26 million people. This number not include Thai tourist that travel within
the country.
To summarize about the number of tourist come to affect the situation about tourism
and hospitality industry that go together from the statistic show us to recognize that the
situation about tourism and hospitality are growth measure from the number that tourist
come, the average length of stay and average expenditure these factors are all growth and
have tendency to growth. This is a good sign for us to establish an adventure resort in Chiang
Rai province.
Resource:http://www.kasikornresearch.com/TH/K-
EconAnalysis/Pages/ViewSummary.ahe spx?docid=27598
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2.4 Logo of Chor Chang Country Resort
: Flowers show that we are concern the environment and show about the
natural.
: It means House in resort.
: Elephant is the symbol of Chiang Rai and that area has many elephant.
: The letters show about Lanna culture.
: Gold reflects the prosperity of the resort.
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2.5 Vision: Leader of soft adventure in Chiang-Rai and to be social responsibility.
2.6 Mission
1) Promote and do marketing to reach target market.
2) Strong management team by hard training and make a study trip in strong
organization.
3) Build customer relationship management by recording information of customer to
educate customer behavior and etc.
4) Continuously improve according to the world change.
5) Accommodation construct from mud to less deforestation.
6) Employ labor from local people to improve their performance, quality of life and
distribute income to the local communities.
2.7 Strategic of the company
2.7.1 Corporate level strategy
Chor Chang country resort is a new business and will open in Mae Yao, Chiang Rai.
For this reason we use growth strategy for improve our business and bring our business to
achieve our goal and more well-known in Chiang Rai. In order to make us can survive in this
industry we should begin with built only six houses and make it different are suit room,
family room, and standard room. Then after we have an experienced in this business we will
improve our strategies and expand our resort to be bigger than now, because at that time we
know every competitor and we can complete with them as same industry. Then we will be a
leader in this kind of resort is soft adventure in Chiang Rai.
2.7.2 Business level strategy
This strategy is going to help the owners gain competitive advantages, added value
to service and product to match with customers need and to be different from other resortsand hotels that available in Chiang rai. Furthermore, this strategy will help the owners
concern to specific group of tourist which the business can set a little the high price more
than the market. In business level strategy, the owners are going to use two strategies as the
following:
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1. Differentiation strategy
In Chiang Rai has many resorts and hotels, but a few of them are soft adventure.
So Chor Chang country resort concern about soft adventure. In our resort have many
activities that different from other resorts such as riding bicycles to sightseeing around resort
and nearby which nearby have ka-ren village and elephant camp, zorbball, climbing wall,
ATV, rodeo bull and camping. The tourists can do the activities by their interest. Our resort
tries to serve differently product and service from the market. Besides our resort is located in
Mae-yao district that surround by natural like a Kok-river, mountain and local way of life
where other resorts do not have these things and our target (foreigners) love to learn the way
of life that they do not familiar. And our resort is going to add local culture for tourists get
new experiences. So our resort has chance to get more tourist and income other resort that
mean our resort gain competitive advantages. Moreover soft adventure resort in Chiang-Rai
still not exist in the market this can make Chor Chang resort unique and different from other
resort.
2. Focus strategy
Our resort specifies to the foreigners group because they love to adventure and learn
way of life such as ethnic groups. And it is easy for our resort to do products and services to
serve with direct customer. And foreigners can afford to our products and services. From this
strategy our resort can set a little high price more than the market.
2.7.3 Function level strategy
Marketing strategy
Product
Chor Chang Country Resort is provide about the accommodation that around with
cultural, good environment and also the soft adventure activities to provide you the new
experience because in Mae Yow has many resource to response this concept so we can usethis place to provide the new experience to you as much as we can and also concern about the
environment and support the native culture, traditional or product from local area too. You
can enjoy with many activities in our resort such as cycling, climbing or Zorbing ball. Our
resort also provide you a quality of food to we has many type of food to serve to you and the
beautiful room for you to relax with the nature after tired from enjoyed with the activities that
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you was spend all time. Our product include food and beverage that will service within our
resort also.
Accommodations
Room Picture Detail
Standard
Room(3 rooms)
-Air-conditioning
-IDD telephone
-Bathrobe/Slippers
-Refrigerator
-Multi channel satellite
TV's
-Hair dryer
-Internet Access
in room
- 1 double bed
Suite Room
(1 rooms)
- 1 double bed
- Air-conditioning
- IDD telephone
- Bathrobe/Slippers
- Tea & Coffee making
facilities
- Refrigerator & Mini-
bar
- Multi channel satellite
TV's
- Hair dryer
- Interconnecting
rooms
- Internet Access
in room
- More luxury
Family Room(2 room)
2 rooms
2 floors
4 double beds
Air conditioner
Hair dryer
Bath and shower
Direct dial
telephone
Television in the
2nd room
2 bath rooms
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Playing things and activities
Small refrigerator
Tea and coffee
making facilities
Activities Picture detail
Bicycle Cycling to see the beautiful nature around resort
and move from one activity to other activities.
Rodeo Bull Game Get fun with the rodeo bull. Its challenge for you
with your friends to see how long that you can
ride the rodeo bull.
Zorbball Zorbing is generally performed on a gentle slope,
but can also be done on a level surface, permittingmore rider control. It can be the thing that be
indirect exercise too
Climbing wall We have the climbing wall outdoor for you to
enjoy. Many level of climbing wall for you topractice and also the safety equipment for you to
make more fun without envious.
ATV We have the ATV race for you to get moreadventure and safety equipment for you. In the
race we set many kind of slope for you to enjoy.
Camping In our resort we set the place for camping whichnear the river and also good environment. We
have the camp for rent or guest can bring it by
themselves. You can enjoy campfire with your
friends or your family. We also have the security
to make you feel safe.
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Food & Beverage
Coffee shop In resort has the coffee shop to provide you
Price
Our resort set the price from the competitor around that area and set from our quality
also the facility and function that including in each room. In term of activities, we set from
charge of each destination and the price will include a charge 15% from cost. In low season
we will set the promotion or discount to stimulate customers in the period.
Accommodations
Room Normal season Green season High season
Standard Room 1,500 1,200 1,800
Suite Room 3,000 2,500 3,500
Family room 2,500 2,000 3,000
Normal season Mar May
Green season Jan Oct
High season Nov - Feb
Remark: Long holiday will be charge as high season. Extra bed is 300/person
Activities
Price of activities is different between guests who stay in resort and excursionist
Activities Price(Baht)
Bicycle 80/person
Zorbball 350/person,
2people up 250/person
Climbing wall 350/person
ATV 300/hour
Redeo Bull 450/hour
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Place
Chor Chang Country Resort is located in Ban yaw district in Chaing Rai and beside
the Kok-river. It goes to the resort from city to resort around 10 km. In this area it has scenery
of hill and river too. Then, the near of resort have destinations such as; Karen villages,
waterfalls, elephant camp.
Promotion
The promotion as follows;
1. Advertising
- Give information of resort to customer that promote on the tourism magazine or
newspaper.
- Introduce information about theme of resort and detail of activities.
- Contact to travel agency and give a brochure for customers.
- Deal with a tour agency that separate commission for our resort.
- Make a video presentation within resort and around resort for attract of customers to
choose enter resort.
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2. Personal selling
- Chor chang country resort will focus on a service to customers. The important of
resort to serve and help customers for good experience. It also takes care and good
relationship between workers and customers.
3. Internet advertising
- To present in social network such as facebook, twitter and provide a website.
Human recourse management strategy
The field of human recourse management, we will be trained our employee to
be standard to serve high quality services to customers such as personality skill and customer
service skill for a good service experience and created positive word of mouth. We will
divide tasks to employee for match with position of each employee depend on technical skill
of employee. Another, we will concern with health and safety in our resort as well.
Financial strategy
We have accounting system to analyze the revenue, expense and operation.
We have financial database which can separate every expense and also have financialstatement to clear in every month and auditor to allocate our money and do the report to us.
And also loan money from bank.
2.8 Production and operation analysis.
2.8.1 Product characteristic of resort
Our company provides resort 6 houses with 3 styles consist of sweet room that
support 2 people per room which suite as married couple. In term of it we provide to 1 room
per 1 house. Family room that support 2-3 people per room. And, standard that supports 2-4
people per room.
Sweet room (1-2 people), has 1houses and 50 square meters per house
Double bed 1
Air condition 1
Private bathroom
Resource: http://www.maeyaoclub.com/category/
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Shower with warm water
Refrigerator 1
Hair dryer 1
TV 1
Table for Television 2
Table 2
Sofa 1
Wardrobe 1
Vanity 1
Chairs 1
Family room (2-3 people), has 2 houses and 50 square meter per house
Double bed 8
Air condition 2
Private bathroom
Shower with warm water
Refrigerator 2
TV 4
Table for Television 4Table 4
Wardrobe 4
Vanity 4
Chairs 4
Sofa 2
Standard room (2-4 people), has 3 houses 25 square meter per room that 120 square meter
per house
Double bed 6
Table for Television 3
Table 3
Wardrobe 3
Vanity 3
Chairs 3
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Telephone 3
Private bathroom
Shower with warm water
Refrigerator 3
TV 3
Air condition 3
Coffee and restaurant house
Serve healthy food and beverage that customer want, has 60 square meter per house-
10 tables- Fans 2- Cabinet 2- Wood table 1
*Our resort has local buffer food and international food for guests that dont like test of
local food that spicy more than they eat.
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2.8.2 Service Process
1) Reception service process
This process start from guest arrive at the hotel in front office zone. Receptionist will
greeting and ask for room that guest require by show picture and explain in detail each type
of room. Then guest will fill information in information form for make an reservation. Next
guest will make an payment of room fee, then bell boy will escort guest and carry baggage of
guest to the room. After that when the end period of reservation of guest will be in process of
check out and clear addition payment such as any food and beverage that guest order though
room service. The last step is take guest to the airport or any destination that guest require
Third step
Guest Check out take guest to airport (if guest require)
Second Step
Guest make a payment of room Bell Boy escort guest to the room
First step
Guest Arrival Conduct reservation
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2) Food and Beverage Process (In Case Guest Be At Restaurant)
This process start from guest arrive at restaurant. Then waiter and waitress will come
to greeting and take and order from guest after that they will come to serve menu that guest
order. After guest done their business they will call waiter and waitress to check bill and
made a payment.
Third Step
Check Payment
Second Step
waiter/waitress take an order Serve Menu that guest order
First Step
Guest Arrival waiter/waitress greeting
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3) Food and Beverage Process (Guest make an order in room service)
This process is start from guest order food and beverage though telephone by
using room service, then waiter and waitress will come to serve menu that guest already
order. The payment will be paid when guest check out.
2.8.3 Location
Map of Chor Chang country resort.
Step 1 Guest take an oder though telephone
Step 2
Waiter serve menu to the guest at
room
Step 3 Payment when guest check out
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The transportation to karen ruammit village has two ways as follow:
1. On the slurry. This is comfortable one you can go through this every season and the distance
about 19km.
2. On the water by long-tailed boat (8-10 person) from the port of Mae Fah Luang bridge go
through Kok river pass a beautiful scenery and take about 40 minutes and cost of 700Baht/boat
Transportation
By car start from King Mengrai monument go straight to Kok river bridge then turn left at first
intersection and use highway1207. Then you will see the sign Hui Mae Sai waterfall and Rim
Kok sign. When you pass through a kilometer stone on the road 7 you will see 3-way junction then
turn left and if you see the sign Karen Ruammit village it means you will arrive our resort and
take about 6km. left. Our resort located before you arrive at Karen Ruammit village about 1km.
By red minibus go to Chiang Rai Mae Yao. You can see minibus at market.
2.8.4 Facility Layout
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The layout of resort has 6 parts follows as:
1. A parking zone is near a lobby that customers can contact employee of resort directly.
2. Lobby zone is an office of resort that operates for customer.
3. Restaurant zone is near lobby and activities zone that customers choose to order food
to riverside.
4. Mud house zone provides 6 houses 3 styles consists of 1 sweet room, 2 family rooms,
and 3 standard rooms that in this area has bicycles to ride for customers
5. The activities park zone including to zorbball, rodeo ball, ATV, climbing and
camping field.
6. Plant organic vegetables zone has a kind of vegetables for example, Chinese cabbage.
Then, we have animals to provide for customers such as, rabbits, goats, horses.
2.8.5 Logistics Management
Original name: Ban Mae Yao
geographical location: Chiang Rai, Northern, Thailand, Asia
geographical coordinates: 19 53' 0" North, 99 45' 0" East
1. Logistics management is defined as a process to planning, implementation and
operation in the organization. It also data management that related the financial transactionssuch as, transport, storage, collection, distribution of raw materials and security. Logistics is a
channel of the supply chains which add the value of time and place utility too.
Chor Chang County Resort uses a logistics management by place tourists from airport
to our resort. We use vans as a transportation to pick up that we used Pahonypthin Rd. and
turn right at nantawan souvenir shop. It spend the time around 30-45 mins.then, we have a
service for tourists by take customers go to Karen villages and elephant camp in that area.
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2. It is similar road that go to Ruammit Karen village. But on three separate houses
Karen driving along the main highway 11 km. to 8 km, turn left again at the beginning of the
pavement. The Home Ranch, the akha house. Forests long then. It is dirt through the house
in the car. And turn left up the steep. If no to the right of the curve left to drive up a steep hill
at first to be concrete enough to drop the concrete directly into the village of Ya Fu, turn right
up the hill. The total to approximately 2-3 km along the route from Chiang Rai about 20km
3. To travel to reach the second district is the first use of the Road. It's a bridge across the
river. Turn left along Chiang Rai Huay Kom .
4. And the one of Chiang Rai city,Bridge across the Mae Fah Luang short cut road baan
Nam rud and enter the Mae yao district and you meet Chor Chang Resort.
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Chapter 3
Market Feasibility Study
And Analysis
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3.1 Market Analysis
3.1.1 STEEP Analysis
Environment
In order to done the business to be successful depend on many factors. Not only
internal factors but external factors are very important also. External factors consist of
political, economic, socio-cultural and technology factors. Changing of these factors have an
effect on the opportunities and restrictions of the business. Furthermore, from this study the
owners will know ability to gain the competitive advantages, reach a good position and
achieve the goal. To study these factors will help owners to see the problem or opportunities
and what should owners do in action to overcome difficulties.
Socio-culture
In hospitality industry as everyone know they divided hotel into stars, moreover there
are many kind of resort to suitable with customer that have their own interest and lifestyle
more niche market. Most of people go to travel for leisure. In soft adventure is good for
tourist because they have the activities to let customer enjoy with the activities that not too
much use skill like trekking or hard activities just enjoy activities within resort and there are
facilities to support customer all the time not like hard adventure that quite hard do somebusiness like toilet sometime quite risk to injure if dont have skills enough. So soft adventure
is more comfortable than hard adventure resort. Moreover it like a social interaction to enjoy
with activities together enhance relationship among family and friend like Maslow hierarchy
of need in love and belonging.
Technology
We are living in the globalization world, today everything look easy because the
impact of technology, we can transfer information across the nation within minute, we can
meeting through video conference although we are living in different country, we can
withdraw cash from ATM nearby your home no need to go to the bank office as tradition.
These are the example that we more convenience because of we have development of
technology. A also in tourism and hospitality industry because of technology we can book
the hotel through internet by use technology that we call global distribution system, customer
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relationship management gathering and use of customer data to be used to personalize the
guests stay in the hotel. By personalizing the experience, the guest feels special and is more
likely to return to the same hotel, thus aiding in the maximization of return on the inventory
asset. It have more chance to create customer royalty in company if we have technology to
help in kind of service to be more convenience, technology also help to manage the
information, collecting data to analyze and improve service to match with customer need and
create competitive advantage to be survive and get more profit in the industry.
Economic
According to annual report in 2011 from office of national economic and social
development board. In dimension of macro economics they mention that the whole image of
economic of national level expand around 7.8 percent in year 2009. The main industry that
make economic expand are exporter, consumer and investment from private sector and
expansion from hotel and restaurant industry. They mentioned that the reason that hotel
industry growth because of the number of tourist who come travel in Thailand highest in
many year round. The general situation about stability of economic is in status as normal
situation. Inflation in percentage of 3.53 and 2.66. Unemployment rate was decrease by 1.5
percentage. These are the sign that tell the economic in Thailand is in the good way.
Moreover great opportunity of Thailand in economic dimension is Asian Economic
Community of Asian nation that will open Asian free trade in year 2015. Thailand will get
benefit because Asian have a big population (580 million people), able to reduce capital in
producing product, attract investment and commercial and have power in negotiation.
Especially free flow of service, there will be provide service and establishment company.
Thailand will get benefit especially in hospitality industry that Thailand get benefit from
outstanding of the resources and tourist attraction. Not only on hospitality but other sector
also. Investor have tendency to invest in Asian country more than former time.
In Chaing-Rai get benefit from connected with GMS nation. The cooperation within
6 countries ; Thailand, Myanmar, Cambodia, Laos, Vietnam, China(Yunnan). There is
develop rout in Mae sai, Chiang tung, Chiang rung and Khunming (Chaina). In tourism
development dimension they will develop six countries one destination project and develop
GMS visa to encourage and comfort for member nations. The hospitality will get benefit
from this issue also.
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Politics
Politics situation is the one crucial factor that can effect to tourism and hospitality
industry. Politics situation and tourism are coherent each other as you can see from graph
above, if politics situation within country are stress tourism will recession as well. In the
other hand if politics is stable tourism industry can growth well because Thailand have many
kind and beautiful attraction, living cost is not too high and quite popular among foreigner to
travel. So tourism cannot growth if politics situation is not stable.
Current politics situation in Thailand is back to ordinary after we have got election
and new prime minister. No violence and protester in current time. The mechanism of
parliament is still go on, there are issue the policy to support business within the country
encourage investment within the country. The overview in political situation in Thailand
there are nothing to worried, the government can do their work as usually. Recently there
were reshuffle the cabinet to improve performance of the government and will be the benefit
for the nation. In Chiang-Rai province there is nothing to worried about political situation. In
overview political situation within the country now is back to be normal everything still go
on and improve in the good way and government have more stability.
3.1.2 Competitive Analysis
In Chiang Rai have a lot of resort because they are tourism city in northern of
Thailand and have natural attraction in this province that many of people like to travel. So we
will have a lot of competitors too but all of them can separate like this.
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Direct Competitor
1. Mae yao resort
Mea yao resort is located at an 342 Soi 1, Soi 2, Moo 17, Tambon Mae Yao Dong
Charoen, Chiang Rai 57000, just 7 kilometers away from downtown and takes 10 minutes
only. Mae yao resort is near many attraction such as elephant camp (Ruammit elephant),
Karen village, Huai mae sai waterfall and other.
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The room prices and facility
Type of house Price/Night facility The number
of house
Twin house made
from soil
2,000 Air
conditioning, 2 bedrooms (size 5
foot), toilet (2 rooms), television and
water heater.
1
Single house made
from soil
1,500 Air conditioning, 1 bedroom(size 5
foot), toilet (1 room), television and
water heater *(the bed made by soil)
2
Single house made
from soil
1,000 Fan, 1 bedroom(size 5 foot), toilet
(1 room), television and water heater
*(the bed made by soil)
4
Single teak house 1,000 Fan, double bed (1 bed room), toilet (1
room), television and water heater.
3
Bamboo house 700 Fan, bamboo bed (5 foot&1room),
toilet (1 room), television and water
heater.
9
Tent 350 Pillow and blanket (toilet and not
include water heater).
*Extra bed add 200 baht
*Special for the winner has servicer such as big room for 20-25 person on the special price
5,000 baht/night (have toilet and not include water heater) and in the room can make a party
and create meeting in this room.
*Have the area for make activity on night.
*Free! Breakfast, Start time: 7 am.-10 am. If you want dinner add 150/person (local food and
have 3 menus).
Special servicer! Have tour servicer, car rental and food service.
Strength of Mea yao resort is the resort concern about environment such as building the
house made from the mud and bamboo and the furniture in house it concern the environment
such as bed, table and etc. and they also provide full service. The majority tourist recognizes
this resort because this resort appears in Agoda website.
Resource: (http://www.maeyaoresort.com/)
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Weakness of Mae Yao resort is they lack of taking care the resort and atmosphere and
physical environment is not ready to welcome the guest.
2. My dream guesthouse
Located is 83 moo 12 Baan wang kum, Mae yao, Muang, Chiang rai
57100.Our guesthouse is located between Chiang Rai (30km to the east) and
Thaton,Chiang mai (60 km to the west) overlooking the Mae Kok River on its north-
side. We are part of the small Karen Village Khaew Waaw Dam. Our Bungalows are
building into a tropical garden surrounded by nature and just next to the River Kok.
This guesthouse offer different-sized bungalows with either a river- or garden-view.
All have attached bathrooms with western-style toilet, hot/cold shower and fan.
Towels and bed sheets are provided. Bungalows have either single-beds or queen-
size-beds, all of good quality. The bungalows are clean and spacey, especially the
river-front bungalows. Each bungalow has a private terrace with comfortable
deckchairs.
River View Bungalow
400 Baht/Night
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Garden View Bungalow
250 Baht/Night
Restaurant near river. Have a good view and this place have a quiet. Our menu includes
Thai and western food. Sometime have Karen food. And my dream house have internet
corner for tourist.
This guesthouse have garden for relax and many activity such as Tai Chi, Meditation, Yoga,
BBQ and other.
Free Pick-up from Chiang Rai City or Chiang Rai Airport provided with a minimum one-
week booking and at least one booked day tour! Otherwise pick-up can be arranged for 500
Baht, 11 Euro, and 14 USD for one car for up to 6 persons.
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Jeep-Tours to Hill tribe Villages, Hill tribe Trekking, Elephant Riding, Bamboo Rafting
Northern Thailand, especially Chiang Rai with its surrounding hills, mountains and
valleys of the golden triangle are a paradise for nature lovers and people who like to
experience the life of the various Hill tribes living there. Jeep-Tours to Villages, Hill Tribe
trekking, elephant riding and river tours are some of the activities we offer. During our tours
you can enjoy exotic jungle, beautiful nature, hot springs, cool waterfalls and rivers and good
food! If you wish, you will sleep in traditional tribal villages without electricity and learn
about the various Hill tribes and their local customs and culture. We offer a variety of single
or multy-days activities. Jeep-Tours, Minivan-Tours, Trekking and overnight-stays to Hill
tribe-Villages. With us you will visit the Hill tribes more like a friend rather than a tourist or
customer.
Tours include - free Transportation - Accommodation - Food & Water - English speaking-
and TAT-licensed guide
Price-Example:
1 Jeep (3person) 1 day 1.200 Baht.
2-day/1-night Tour Trekking 1.800 Baht.
3-day/2-night Tour Trekking 2.500 Baht. (all including Food/Drink/Accommodation)
Strength ofmy dream guesthouse is the resort has a good location and they provide many
things for tourist such as tour package (have a tour guide), accommodation, food (have local
food and western food) and transportation. And have many size of room for select.
3. Akha hill house
Resource :(http://www.chiangrai2.com/E/rooms_my_dream_guesthouse_chiang_rai.php)
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Located 97/7 Doihang, Muang, Chiang rai 57000.The Akha hill tribe hosts a
guesthouse, situated in the mountains 23 kms. Outside Chiang rai, 1500 m. above sea
level. The village is overlooking a majestic valley surrounded by tea plantation, rice
fields, waterfalls and native jungle. The Akha hill house is the only locally owned &
managed hill tribe retreat in the Chiang rai province.
Style of rooms in Akha Hill House
VIP 1 its Bamboo Bungalow Double Bed Private Bath Room, Hot Shower, with fan.
Refrigerator FREE WI-FI 24Hours, Free use computer Available, The beautiful mountain
View and Sunrise from your Balcony 600 baht per night Extra Bed 300 baht.
VIP2 its Mud Bungalow Twin Bed Private Bath Room, Hot Shower, with air
condition. Refrigerator FREE WI-FI 24Hours, Free use computer Available, The beautiful
mountain View and Sunrise from your Balcony 800 baht per night Extra Bed 300 baht.
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VIP 3 Mud BungalowDouble Bed Private Bath Room, Hot Shower,withair
condition.RefrigeratorCABLE TV,FREE WI-FI 24Hours, Free use computer Available,The
beautiful mountain View andSunrisefrom your Balcony1100 baht per nightExtra Bed 300
baht.
VIP 4 and 6 Mud Bungalow Double Bed Private Bath Room, Hot Shower, with Air
condition Refrigerator CABLE TV, FREE WI-FI 24Hours, free use computer Available, he
beautiful Mountain View and Sunrise from your Balcony1100 baht per night Extra Bed 300
baht.
VIP 5 Mud Bungalow Double Bed Private Bath Room, Hot Shower, with Air
condition Refrigerator CABLE TV, FREE WI-FI 24Hours, free use computer Available, he
beautiful Mountain View and Sunrise from your Balcony 900 baht per night Extra Bed 300
baht.
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VIP 7 Mud Bungalow Double Bed Private Bath Room, Hot Shower, with Air
condition Refrigerator CABLE TV,FREE WI-FI 24Hours, Free use computer Available, he beautiful Mountain View and Sunrise from your Balcony 900 baht per night Extra Bed 300
baht.
VIP 8 itsBamboo BungalowPrivate Bath Room, Hot Shower, with fan.
RefrigeratorFREE WI-FI 24 hours, free use computer available, the beautiful
Mountain View andSunrise from your Balcony600 baht can Not putextra.
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Special room
Mud House Sleeps8 people with fan Private baht room with hot shower 2,000baht per night.
Facility in Akha Hill house have openair restaurant and outdoor sitting area, extensive all
day Akha or Thai menu, laundry service, internet service(free WIFI available), Laos visa
service, free transport daily to and from Chiang rai.
Strength of Akha hill house is Focus on simplicity, show about lifestyle of akha hill, and
give the experience and many activities for the tourist such as cooking, trekking. The house
has many styles for select and they provide full service.
Weakness of Akha hill house is the way to access this village quite hard.
1. Thammachat resort
Located 21moo 6 Doihang, Muang, Chiang rai. Near mae Kok River and this resort
have a good point for relax. Now they change their name from Thamachart to be SP
hot spring resort.
Resource :( http://www.akhahill.com/index.htm)
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The price of rooms in Thammachat resort
Types of room Single Twins Extra
Standard room 830 830 300
Deluxe room 1230 1230 300
Deluxe mineral
water room
2230 2230 300
This price include breakfast, service and tax.
Free! For the children under 5 years old.
The children have 6- 12 years old add price about breakfast 60 baht/person
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Strength ofThammachat resort is providing about luxurious in the past, this resort
has a good point for relax. The resort surrounding with beautiful atmosphere.
Weakness is nowadays the owner of this resort was pass away and his kid come to
take care resort from her father but she do not do any marketing that make this resort
lack a lot of income.
Indirect Competitor
Baandin Laguna Resort
Monman Resort
HuaiKhum resort
Amarin resort
Teak garden spa & resort
Rimkok Resort Hotel Chiang Rai
Dusit island resort chiang rai
Chiangrai Resort
The River House Resort & Spa Chiang Rai
Santico Resort Chiang Rai
Luck Swan Resort
Resource:http://www.teawchiangmai.com/
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Customer Analysis
Chor Chang resort is focus on soft adventure, for sure if we talk about adventure the
tourist must be foreigner and we have a reason involved. According to table 3.1 shows that,
the percentage of foreigner tourist from 2009 to 2010 increase about 48%, the average length
of stay of foreigner is 3.31 in 2010 which more than Thai, and also average expenditure per
person and day of foreigner is more than Thai people about +1.54%. According to table 3.2,
the nationalities of foreign tourists in 2010 mostly are France about 23,674 people, USA
15,954 people, Israel 11,935 people, Germany 10,399 people, and Taiwan 10,170 people. The
average age customer is between 25 to 54 years old. Mostly they will travel with friends,
family, and boy/girlfriend around 75.21%.
Target market
Now we analyze the information above and make us easy to decision, so we choose
foreigner as the main target market because, our activities in resort is soft adventure and plus
with the behavior of foreigner like this thing more than Thai people and mostly are western
country such as France, USA, Israel, Germany. And some are Taiwan, Malaysia, and
Netherlands. Other reasons are the percentage of foreigner is increasing, the average of stay is
more than Thai people, and the most important one is average expenditure of foreigner per
day in 2010 is 3310.59 Baht that more than Thai people about 990.22 Baht. It means
foreigner can make more money than Thai people.
In the future we think the number of foreigner tourists and also other nationalities will
increase more and we can adapt and improve our product and service to suit with customers
and also make a competitive advantage.
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Table 3.1 Internal tourism in Chiang Rai
January - December
2010 2009 (%)
VisitorThai
Foreigners
2,288,218 1,680,248 + 36.18
1,903,623 1,430,375 + 33.09
384,595 249,873 + 53.92Tourist
Thai
Foreigners
1,996,374 1,441,961 + 38.45
1,655,907 1,212,034 + 36.62
340,467 229,927 + 48.08
Excursionist
Thai
Foreigners
291,844 238,287 + 22.48
247,716 218,341 + 13.45
44,128 19,946 + 121.24
Average Length of Stay (Day)
Thai
Foreigners
2.85 2.40 + 0.45
2.75 2.17 + 0.58
3.31 3.63 - 0.32
Average Expenditure ( Baht/Person/Day )Visitor
Thai
Foreigners
2,514.58 2,540.05 - 1.00
2,320.37 2,318.18 + 0.09
3,310.59 3,280.19 + 0.93
Tourist
ThaiForeigners
2,555.76 2,602.99 - 1.81
2,354.76 2,376.69 - 0.923,367.78 3,316.61 + 1.54
ExcursionistThai
Foreigners
1,712.55 1,625.26 + 5.371,688.31 1,613.20 + 4.66
1,848.71 1,757.24 + 5.21Revenue ( Million Baht )
VisitorThai
Foreigners
15,024.64 9,404.64 + 59.7611,145.31 6,603.43 + 68.78
3,879.33 2,801.21 + 38.49Accommodation establishments
RoomsOccupancy Rate ( % )
Number of Guest ArrivalsThai
Foreigners
10,209 6,144 + 66.1627.56 29.78 - 2.22
1,365,431 911,104 + 49.87
1,110,352 754,399 + 47.18
255,079 156,705 + 62.78
Source: (http://www.tourism.go.th/2010/upload/filecenter/file/stat_2554/Sep/Update53%
20on%206sep/n.pdf)
(http://www.tourism.go.th/2010/upload/filecenter/file/stat_report/north/cheangrai%2051.
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Table 3.2 Guest Arrivals at Accommodation (Hotels,Guesthouses,Resorts)
in Chiang Rai
Nationality January-December
2010 2009 (%)
Thai 667,750 754,399 - 11.49
Brunei 577 238 + 142.34
Cambodia - 14 -
Indonesia 368 850 - 56.69
Laos 1,630 689 + 136.68
Malaysia 9,434 6,643 + 42.01
Myanmar 854 1,107 - 22.87Philippines 410 299 + 37.21
Singapore 2,238 2,354 - 4.93
Vietnam 9 27 - 64.79
China 6,091 3,119 + 95.31
Hong Kong 870 668 + 30.37
Japan 6,766 5,731 + 18.06
Korea 2,687 2,458 + 9.33
Taiwan 10,170 9,908 + 2.64
Austria 1,460 1,200 + 21.63Belgium 3,743 5,779 - 35.23
Denmark 2,429 1,906 + 27.43
Finland 598 342 + 75.18
France 23,674 20,138 + 17.56
Germany 10,399 12,013 - 13.44
Italy 4,792 8,271 - 42.07
Netherlands 9,626 11,126 - 13.48
Norway 1,158 1,426 - 18.85
Russia 958 582 + 64.46Spain 3,685 7,711 - 52.22
Sweden 1,389 1,736 - 19.99
Switzerland 5,021 4,893 + 2.61
United Kingdom 8,528 6,036 + 41.28
East Europe 583 282 + 106.63
Canada 2,802 1,870 + 49.83
USA 15,954 11,411 + 39.81
India 543 266 + 104.00
Australia 5,436 4,280 + 27.01
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Competitive advantage
Chor Chang resort located near Karen Ruammit village in Mae Yao, Chiang Rai. The
good point of us is soft adventure and nowadays many people especially foreigner like to
travel in the concept of environmental concern and we also built such a house made by soil.
We have many activities for soft adventure, for example zorb ball, climbing wall, ATV, and
rodeo bull. We located near the river with full of good atmosphere. The other one is we use
50% as local community and 50% worker for service our customers. For all of this reason we
think that we can bring our business successful.
Chor Chang country resort is focus on soft adventure, for sure if we talk about
adventure the tourist must be foreigner. According to table 3.1 shows that, the percentage of
foreigner tourist from 2009 to 2010 increase about 48%, the average length of stay of
foreigner is 3.31 in 2010 which more than Thai, and also average expenditure per person and
day of foreigner is more than Thai people about +1.54%. According to table 3.2, the
nationalities of foreign tourists in 2010 mostly are France about 23,674 people, USA 15,954
people, Israel 11,935 people, Germany 10,399 people, and Taiwan 10,170 people. The
average age customer is between 25 to 54 years old. Mostly they will travel with friends,family, and boy/girlfriend around 75.21%.
New Zealand 979 811 + 20.77
Middle East 147 217 - 32.21
Israel 11,935 13,051 - 8.55
Africa 101 45 + 126.54Others 7,380 7,207 + 2.40
Grand Total 833,173 911,104 - 8.55
Thai 667,750 754,399 - 11.49
Foreigners 165,424 156,705 + 5.56
Source: http://www.tourism.go.th/2010/upload/filecenter/file/stat_2554/march/North.xls
http://www.tourism.go.th/2010/upload/filecenter/file/stat_report/north
/cheangrai%2051.pdf
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In the future we think the number of foreigner tourists and also other nationalities will
increase more and we can adapt and improve our product and service to suit with customers
and also make a competitive advantage.
Table 3.1 Internal tourism in Chiang Rai
January - December
2010 2009 (%)
Visitor
Thai
Foreigners
2,288,218 1,680,248 + 36.18
1,903,623 1,430,375 + 33.09
384,595 249,873 + 53.92
Tourist
Thai
Foreigners
1,996,374 1,441,961 + 38.45
1,655,907 1,212,034 + 36.62
340,467 229,927 + 48.08
Excursionist
ThaiForeigners
291,844 238,287 + 22.48
247,716 218,341 + 13.4544,128 19,946 + 121.24
Average Length of Stay (Day)
Thai
Foreigners
2.85 2.40 + 0.45
2.75 2.17 + 0.58
3.31 3.63 - 0.32
Average Expenditure ( Baht/Person/Day )Visitor
ThaiForeigners
2,514.58 2,540.05 - 1.00
2,320.37 2,318.18 + 0.093,310.59 3,280.19 + 0.93
Tourist
ThaiForeigners
2,555.76 2,602.99 - 1.81
2,354.76 2,376.69 - 0.923,367.78 3,316.61 + 1.54
Excursionist
Thai
Foreigners
1,712.55 1,625.26 + 5.37
1,688.31 1,613.20 + 4.66
1,848.71 1,757.24 + 5.21
Revenue ( Million Baht )Visitor
Thai
Foreigners
15,024.64 9,404.64 + 59.76
11,145.31 6,603.43 + 68.78
3,879.33 2,801.21 + 38.49
Accommodation establishments
RoomsOccupancy Rate ( % )Number of Guest Arrivals
ThaiForeigners
10,209 6,144 + 66.1627.56 29.78 - 2.221,365,431 911,104 + 49.87
1,110,352 754,399 + 47.18255,079 156,705 + 62.78
Source: http://www.tourism.go.th/2010/upload/filecenter/file/stat_2554/
Sep/Update53%20on%206sep/n.pdf
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Table 3.2 Guest Arrivals at Accommodation (Hotels,Guesthouses,Resorts)
in Chiang Rai
Nationality January-December
2010 2009 D(%)
Thai 667,750 754,399 - 11.49
Brunei 577 238 + 142.34
Cambodia - 14 -
Indonesia 368 850 - 56.69
Laos 1,630 689 + 136.68
Malaysia 9,434 6,643 + 42.01
Myanmar 854 1,107 - 22.87Philippines 410 299 + 37.21
Singapore 2,238 2,354 - 4.93
Vietnam 9 27 - 64.79
China 6,091 3,119 + 95.31
Hong Kong 870 668 + 30.37
Japan 6,766 5,731 + 18.06
Korea 2,687 2,458 + 9.33
Taiwan 10,170 9,908 + 2.64
Austria 1,460 1,200 + 21.63Belgium 3,743 5,779 - 35.23
Denmark 2,429 1,906 + 27.43
Finland 598 342 + 75.18
France 23,674 20,138 + 17.56
Germany 10,399 12,013 - 13.44
Italy 4,792 8,271 - 42.07
Netherlands 9,626 11,126 - 13.48
Norway 1,158 1,426 - 18.85
Russia 958 582 + 64.46Spain 3,685 7,711 - 52.22
Sweden 1,389 1,736 - 19.99
Switzerland 5,021 4,893 + 2.61
United Kingdom 8,528 6,036 + 41.28
East Europe 583 282 + 106.63
Canada 2,802 1,870 + 49.83
USA 15,954 11,411 + 39.81
India 543 266 + 104.00
Australia 5,436 4,280 + 27.01
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Competitive advantage
Chor Chang country resort located near Karen Ruammit village in Mae Yao, Chiang
Rai. The good point of us is soft adventure and nowadays many people especially foreigner
like to travel in the concept of environmental concern and we also built such a house made by
soil. We have many activities for soft adventure, for example zorb ball, climbing wall, ATV,
and rodeo bull. We located near the river with full of good atmosphere. The other one is we
use 50% as local community and 50% worker for service our customers. For all of this reason
we think that we can bring our business successful.
3.2STP Analysis3.2.1 Segmentation
Geographic segmentation
Geographic segmentation of our company is the Northern of Thailand at the Chiang Rai
province. If we establish the resort at this area we can get more revenue because we think in
this area has a little competition and area that appropriate for activity and style of our resort
and we focus at foreigner tourists because we have statistic of tourists that came to Thailand
since 2548 to 2553 that increase in each year about 7.51% the most tourists that came to
Thailand is ASEAN about 4,415,789 person or 27.87% and second European tourist the East.
Asia, South America, Oceania, Middle East and Africa, respectively, compared with
the proportion. The year 2548 found that ASEAN is vital, up from No. 3
Tourist arrivals by region of Laos, with average annual increase of 47.70%.increasing ease
of travel.
New Zealand 979 811 + 20.77
Middle East 147 217 - 32.21
Israel 11,935 13,051 - 8.55
Africa 101 45 + 126.54
Others 7,380 7,207 + 2.40
Grand Total 833,173 911,104 - 8.55
Thai 667,750 754,399 - 11.49
Foreigners 165,424 156,705 + 5.56
: Last updated 15 February 2011
Source: http://www.tourism.go.th/2010/upload/filecenter/file/stat_2554/march/North.xls
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Demographic segmentation
Chiang Rai has more investment and more population that most are singer group,
family group and investor about resort. Then we will use demographic for focus on group of
customer for we can get high profit.
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Psychographic segmentation
About psychographic we use values of people and life style to decide the business.
We think many people want to different or want to get specific that we will serve our service
and product follow those things. About values nowadays the Northern of Thailand can attract
more tourists that it is mean the resort and hotel have an important. Then if we establish
business we will get work and get money. About life style we separate two to three group that
we get more money and they want to have time to join activity and time to relax as well and
have room that provide to customer for select depend on they like in follow Sweet room,
family room and general room then we will have a promotion and advertising that we think it
can contact more people and we will get more customers.
Behavior segmentation
Our resort will serve a service follow the demand of customer for they satisfaction in
finished of product. if customers satisfy about our service that provide with resort they will
use our service again and we hope the customer will use world of mouth to people for other
people use the service of our company.
3.2.2 Target Market
The target markets of our resort are the people who want time for relax with family or
singer group the people who want to meet the activity that provide with resort. About the
people who want to leave from city to rural area our resort will get money from the customer
of this group can contact us direct for tell me about the style of house that they want to get.
And about resort our company will decorate resort follow the style that locate want to get
and follow the area and we will have some promotion to the customer who use our service
that depend on the season, the area that they decorate and the area of resort. Back packers
group is the group that they going to stay in resort and mostly they decide by themselves. In
this group people want to select their house that if they decision to stay here our resort will
get the money from service. In family group have to decide for their self and they want to
stay at our resort and join activity that provide to them. Target market of our resort is
foreigner and people who want to leave from city to rural area that stays with natural and
back packers. Then we think if we focus this group
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We will get the money. Next we focus is family group. We think this group likes about the
nature and activity with their family. They will select our resort because when they want to
stay with their family and with nature that far away from people in the city, they want the air
fresh for their child and they want to get a nice nature for their child can run and do the
activities with the family. In this group we will make a nice garden and give advice to
customers about garden. We will set the garden that has an atmosphere look like natural for
them feel relax. And their children in the family want to get wide area for their activity. This
group has a high purchasing power that we will receive more money for them. Our company
will set it follow the demand of customer because customer satisfaction is very important
more than other reason. In above that we mention is the target group but not the main target
because in above is the target that our house can provide to them but We focus on this group
that the most important is foreigner tourists because from statistic of tourism of Thailand
mention to foreigner tourists came to Thailand and increase every years since 2548 to 2553
and opportunity to increase in next year, from year 2553 tourists increase about 25% .The
most tourists that came to Thailand is Asia about 24.98%
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3.2.3 Product Position
Adventure Activity
Chor.Chang country resort
Life style &design of
Resort
Position of our resort is Style of our resort , If compare between competitor resort in
Chiang Rai we have adventure activity that provide for customer and design of resort that
mix between modern and Lanna or local style by we build our resort that different design,
different character of elephant and activity that join with local people.
3.3Marketing Mix
3.3.1 Product
Chor Chang Country Resort is provide about the accommodation that around with
cultural, good environment and also the soft adventure activities to provide you the new
experience because in Mae Yow has many resource to response this concept so we can use
this place to provide the new experience to you as much as we can and also concern about the
environment and support the native culture, traditional or product from local area too. You
can enjoy with many activities in our resort such as cycling, climbing or Zorbing ball. Our
resort also provide you a quality of food to we has many type of food to serve to you and the
beautiful room for you to relax with the nature after tired from enjoyed with the activities that
you was spend all time.
Sources:
http://123.242.133.66/tourism/th/home/tourism.php
http://123.242.133.66/tourism/th/home/download_list.php?gid=4
http://thai.tourismthailand.org/about-tat-page/about-tat/statistic/
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Accommodations
Room Picture Detail
Standard
Room
(3 rooms)
-Air-conditioning
-IDD telephone
-Bathrobe/Slippers
-Refrigerator
-Multi channel satellite
TV's
-Hair dryer
-Internet Access
in room
- 1 double bed
Suite Room
(1 rooms)
- 1 double bed
- Air-conditioning
- IDD telephone
- Bathrobe/Slippers
- Tea & Coffee making
facilities
- Refrigerator & Mini-
bar
- Multi channel satellite
TV's
- Hair dryer
- Interconnecting
rooms
- Internet Access
in room
- More luxury
Family Room
(2 room)2 rooms
2 floors
4 double beds