IM SOOK Restaurant and Art Gallery

8/7/2019 IM SOOK Restaurant and Art Gallery

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Group Member

Healthy foods & Art Gallery

(Buffalo head)

1. Miss Waraporn Pumpuang ID: 4931203094 BA

2. Miss Ruethairat Na Muangyong ID: 4931207088 HIM

3. Mr. Salun saksophon ID: 5031207064 HIM

4. Miss Kamontip Pinij ID:5131207035 HIM

5.

Miss Chanita Junket ID:5131207045 HIM6. Miss Ratha Panichayanon ID: 5031205092 Tour


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ACKNOWLEDGEMENT

We would like to express my sincere thanks to my teacher, Aj. Chaiyawat Thongintr for

him invaluable help and constant assist throughout the course of this project. We are most

grateful for him teaching and advice, not only the project methodologies but also many other

methodologies in life. We would not have achieved this far and this project would not have been

completed without all the support that we have always received from him.

In addition, we are grateful for the teachers of Project Feasibility Study and Evaluation

course, Aj. Chaiyawat Thongintr and others teacher for suggestions and all them help.

Finally, we most gratefully acknowledge our friends for all their support throughout the

period of this project.

Buffalo Head Group


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Table of Contents

Chapter1Introduction

1.1 Background and Significance of the Project .. 8

1.2 Project Objective 9

1.3 Benefits of Project.. 9

1.4 Activities/Time Frame 10

Chapter 2

Industry Profile 2.1 Nature of Industry 11

2.1.1 History of Health Food Agriculture11-14

2.1.2 History of art galleries. 15

2.1.2.1 Types of galleries 16

2.1.2.2 History of Art museums and galleries in Thailand ... 17-19

2.1.2.3 History of Art museums and galleries in the word 20-272.2 Nature and situation of Industry 28-29

2.3 Market trend. 30

2.3.1 Market share.31

2.4 Product/Service (in General) 32

2.4.1 Healthy Food Menu....32-33

2.4.2 Service..34

2.5 Vision of the organization 35

2.6 Mission. 35

2.7 Business Strategy35

2.7.1 Corporate Level35

2.7.2 Business Level..36

2.7.3 Functional level................................................................................36


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Chapter 3

Market Feasibility Study 3.1 Market Analysis 37

3.1.1 General Environment Analysis3.1.2 Politic & Legal

3.1.3 Economic Factor38

3.1.4 Social & Cultural Factor ..39-42

3.2 Competitor Analysis ... 42

3.2.1 Direct competitor 42

3.2.2 Indirect competitors 43-45

3.2.3 Table compares type of class of restaurant45

3.3 Customer analysis..46

3.4 Company Analysis 47

3.4.1 Product positioning.....48

3.5 STP analysis 49

3.5.1 Segment 49

3.5.1.1. Geographic Segmentation .49

3.5.1.2 Psychographic Segmentation .513.5.1.3 Behavioral and Benefit Segmentation 52

3.5.2 Target.... 53-53

3.5.2.1 The main target group. 54

3.5.2.2 The second target group . 54

3.5.3 Positioning. 55

3.6 Marketing Mix Strategy.. 57

3.6.1 Product ..573.6.2 Price . 58

3.6.3 Place...58

3.6.4 Promotion. 58

3.6.5 People ....59

3.6.6 Process ..59

3.6.7 Physical (evidence) .. ....59


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3.7 Market Forecast...60

3.7.1 Figure1: year 1..61

3.7.2 Figure1: year 2..62

3.7.3 Figure1: year 3 63



3.8 Sale Forecast/ Profit Estimation 66

Chapter 4

Technical Feasibility Study

4.1 Product characteristics.71

4.1.1. Eat according to blood type.71

4.1.1.1 Group O blood Set.72

4.1.1.2 Group A blood Set74

4.1.1.3 Group B blood Set.76

4.1.1.4 Group AB blood Set..79

4.2 The Location and Building 83

4.2.1 Land 83

4.2.1.1 Map 83

4.2.2 Building84

4.3 Dimension of Restaurant. 85

4.3.1 Restaurant.88

4.3.2 Office91

4.3.3 Kitchen.93

4.3.4 Relax Zone..103

4.3.5 Storeroom...104

4.3.6 Art gallery 106

4.3.7 Toilet..106

4.3.8 Cleaning Room 108

4.4 Pre Operating Cost....110

4.4.1 Cost of request electric..110

4.4.2 Cost of Commercial Registration..110

4.5 Cost of investment...110

4.5.1 Pre operating expense111


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4.5.2 Cost of Raw Materials112

4.5.3 Direct labor cost .112

4.6 Depreciation.. 112-112

4.7 Administration analysis.

4.7.1 Human resource

4.7.2 Job Description

4.8 Supplier

4.8.1 Product of the Royal Project Foundation Vegetables Annual

Chapter 5

Financial Analysis

5.1 Income statement

5.2 Balance sheet

5.3 Cash flow

5.4 Loan

Chapter6

Risk Management

6.1 Strategic

6.2 Operational

6.2.1 Risk of buying process

6.2.2 Risk of Transportation of material 6.2.3 Risk of damage of material Rotten

6.2.3.1 Storage of Raw Materials

6.2.3.2 Hygiene 6.2.4 Risk of service

6.3 Compliance

6.3.1 Risk of health and safety of employee

6.4 External risk

6.4.1 Environmental

6.1.1.1Risk of fire

6.4.1.2 Risk of earthquake

6.4.2 Economic

6.4.3 Competitive


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6.5 Financial Risk

6.5.1 Financial risk in our business

Chapter 7

Conclusion


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Chapter 1: Introduction

Healthy foods & Art Gallery

1.1 Background and Significance of the Project

Our project business is restaurant style art gallery that blends together. It focus on

healthy, nutritious and art which is provide unique of store. Our store will be located in Chiang

Rai, North of Thailand which is the travel province. So, we forecast that can make our

business growth and more profit from local people and tourists in every season.

According to Chiang Rai is the province of tourism, in each year has a group of tourist,

Thai people and foreigners to visit especially in the winter season. It has a nice place to visit

and it popular about art because many famous artists are from Chiang Rai. And the way to mix

restaurant and art gallery together is high unique and never has before. We realize that in

Chiang Rai have a few healthy foods and the famous healthy foods is faraway from the city.

From now the tourism situation in Chiang Rai are poised for growth decreased slightly of 8

percent. Anyway, amount of tourist and people in area need to consume foods so we forecast


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the business about restaurant will growth up in high season. And nowadays most people turn

to a more self-interested health, according to the rapid growth sales of food supplements. From

statistics from the Ministry of Health found that the Thai people with chronic illnesses, more

chronic diseases commonly found in Thailand, including heart disease, high blood pressure,

diabetes and cancer. The data from year 2546 to year 2551 will see that the attack rate of the

Thai people caused by such diseases increases in every year ( http://bps.ops.moph.go.th/E-

book/mapaunutin/index.html#Topic6 ). And Chiang Rai has plenty of air, soil or water

resources and favorable for growing organic vegetables. Therefore, our project focuses on

healthy foods for local people and tourists, both Thais and foreigners. Combined with the art

gallery atmosphere to customers in addition to healthy foods, there is mental health also.

1.2 Project Objective

1. To study the market demand of healthy food restaurant that consumption will be

increase or decrease in the future.

2. To study feasible of the project that mix and match restaurant and art gallery together

in Chiang Rai.

3. To know customer behavior who interest and care about healthy.

4. To analysis the market and budget for establish this project. And profit of this project.

1.3 Benefits of Project

1. Understand how to do and develop our plan for use in the future.

2. Understand the restaurants market in Chiang Rai and analyze the target group of

project.

3. Know the possibility of investment business restaurant mix art gallery in Chiang Rai.

4. Know the way to solve a problem or avoid when bad situation occur.


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1.4 Activities/Time Frame

This is summarizes the project planning with respect to scheduling of activities, project

milestone meetings, deliverables, and project reports. The project has started in November 2010

and it will go on for 4 months.

Activities

4 -

1 0 / 1 1 / 1 0

1 1

- 1 7 / 1 1 / 1 0

1 8

- 2 4 / 1 1 / 1 0

2 5 / 1 1

- 1 / 1 2 / 1 0

2 -

8 / 1 2 / 1 0

9 -

1 5 / 1 2 / 1 0

1 6 / 1 2 / 1 0

-

6 -

1 2 / 0 1 / 1 1

1 3

- 1 9 / 0 1 / 1 1

2 0

- 2 6 / 0 1 / 1 1

2 7 / 0 1

- 2 / 0 2 / 1 1

3 -

9 / 0 2 / 1 1

1 0

- 1 7 / 0 2 / 1 1

-Group Matching for Project oriented- Based

Learning (PoPBL)

- Introduction to studying by project oriented.- project Feasibility study and Evaluation

process

-Group Establishing

Identify Stated of Project

Introduction to Market

-STP

-4P-5 Cs for E- marketing

-Marketing Activities

-Investment Analysis

-Types of Business

-Operations Analysis

-Administration and Analysis

- Cost StructureProfit Loss Statement

Balance Sheet

ROE

IRR NPV

Risk from Management /Operations

Clean Up Project

Project Evaluation TechniqueGroup Presentation


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Chapter 2

Industry Profile

2.1 Nature of Industry

2.1.1 History of Health Food Agriculture

During recent years, health scares, rampant obesity, and the spread of disease throughout the

world have prompted a growing interest in the organic farming industry. While certainly no true

competitor to conventional agriculture (total U.S. sales of organic food in 2003 amounted to only

a third of the advertising money spent by conventional food firms in the same year), organically

grown health food has created a solid niche for itself in the food market (Fromartz 2006). Indeed,

with the growth of farmers markets and an increased concern over the effects of artificial

fertilizers and pesticides, organic food is beginning to make a serious bid for control of the food

industry. However, in its early years, organically grown health food was only a fairly obscure,

radical segment of the market.

From Agrarianism to Industrialization

Organic farming and the production of all-natural health food are not new phenomena. For

millennia, before the invention of chemical fertilizers and pesticides, farmers produced crops for

sustenance and profit using only natural means. To enrich the soil, farmers used a combination

of animal manure and crop variation. In America, it was the vision of early president Thomas

Jefferson that this pastoral, agrarian type of lifestyle would last forever, with every citizen

owning his own small piece of land to work and till (Fromartz 2006). However, as the number of

small, agrarian farms declined and large-scale commercial farming became increasingly more


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ubiquitous in the late nineteenth century, farmers found that it was no longer lucrative to produce

food using entirely natural means. Aggressive farming had exhausted the soil throughout the

eastern region of the United States, and the westward expansion was rapidly eating up viable

chunks of land on the frontier. Consequently, commercial farmers were forced to consider other

means of fertilizing the soil for adequate crop production. This need naturally led to the advent

of chemical fertilizers.

Chemical fertilizers were first suggested by the German chemist Justus von Liebig in

1840. Liebig argued that it was only the minerals in animal manure that were fertilizing the soil;

thus, chemical substitutes of nitrogen, potassium, and phosphorous could perform the function

just as well (Fromartz, 2006). By the twentieth century, Liebigs ideas had caught on, enabling

farmers to plant the same crops on the same soil year after year, and with less labor. Synthetic

fertilizers were so successful at maximizing profits and decreasing costs that it was only a matter

of time before farmers turned to chemical treatments for pest control as well. During the early

decades of the century, commercial farming and synthetic chemicals had entered into a love

affair that has yet to be broken.

Organic Farmers React

It was not long after the introduction of chemical fertilizers and pesticides that health-

conscious farmers and ecologists began to react to this new method of agriculture. By the 1920s,

a strong organic farming movement had begun in Great Britain, and it quickly spread throughout

several countries in the world. The organic farming movement was first conceived of by the

British agricultural scientist Sir Albert Howard, commonly known as the father of organic

farming (Fromartz, 2006). Howard had spent several years in India, studying the agricultural

methods of the local population, and was aghast at the heavy use of chemical fertilizers in his

native England. While in India, he noticed that the local farmers were able to produce a surplus

of food every year by using natural animal compost, and the animals fed with this food were

much healthier than those he observed in England. Based upon his observations in both India

and Britain, Howard postulated that healthy soil, nurtured with natural compost, would bring

about healthier, more vigorous plants, stronger animals, and more nutritious food for everyone

involved. His theory would later become the basis of the organic farming and health food

method.


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Howards ideas of more naturalistic farming quickly spread throughout Europe in the early

1920s. In Germany, Rudolph Steiner built upon Howards theories to create the first

comprehensive organic farming method, biodynamic agriculture. Biodynamic agriculture

emphasized the cyclical nature of healthy farming, wherein healthy animals relied upon healthy

food, healthy food relied upon healthy soil, and healthy soil relied upon healthy animals (for

nutritious compost) (Fromartz 2006). According to Steiner, it was the farmers role to guide and

balance this cyclical process. The movement gradually took off among organic farmers and

began to develop its own cosmology. Biodynamic farmers looked toward lunar and planetary

calendars to determine the most auspicious time for planting and used a variety of superstitious

methods in the preparation of their compost. While many modern biodynamic farmers do not

always follow the methods cosmology religiously, they do continue to use careful observation

of ecological systems, along with properly prepared compost, to promote healthy plants and

animals.

In the years prior to World War II, organic farming also found proponents in the United

States. In 1907, Franklin H. King, a retired government worker in the Department of

Agriculture, traveled throughout China to observe the agricultural methods of the local

population (Fromartz, 2006). Disgusted by the use of chemical fertilizers and pesticides in

America, King found that Chinese peasants had been able to maintain fertile soil for thousandsof years by using natural manure compost and rotating crops regularly. By 1938, even the U.S.

government had been forced to take some notice of the problematic nature of conventional

farming methods when topsoil began to blow off farms throughout the Great Plains region,

leaving thousands of farmers destitute without the ability to plant their crops. In the early 1940s,

J. I. Rodale, a Pennsylvanian farmer and magazine publisher, had also begun to notice the

depleted nutrition of American agriculture. Building upon Howards work, Rodale began

experimenting with organic farming methods on his own farm. He then outlined his methods andbegan publishing them in his magazine Organic Gardening , which served to spark an organic

farming movement throughout the United States during the 1940s and 1950s (Fromartz 2006).

Post-World War II Organic Farming

At the end of World War II, wartime technological advances in chemicals brought about

even more widespread use of synthetic fertilizers and pesticides in agriculture. Ammonium

nitrate, a chemical used to create munitions during the war, became an inexpensive source of nitrogen for fertilizers, while the newly developed pesticide DDT was widely used throughout


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American farms (Dunn-Georgiou 2002). This rise in chemical treatments greatly worried organic

farmers in the post-war era. Rodale continued to spread the word about the benefits of organic

farming and health food in his magazine, and his theories began to catch on with the baby

boomer generation in the 1960s. The publication of Rachel Carsons influential book Silent

Spring in 1962 also served to spark more interest in organic food production, as the harmful

results of DDT became ever more evident (Dunn-Georgiou 2002). By the late 1960s, the

counterculture in the United States had embraced organic farming, and small, cooperative farms

had sprung up all across the country.

As the organic farming movement entered the 1970s, greater overall concern about the

environment generated even more interest in healthy farming methods. The differences between

organically grown and conventionally grown food had become clearer, and proponents of

organic health food focused their attention on purchasing only locally grown crops. This

movement engendered a huge increase in local farmers markets during the 1970s. Worldwide

interest in organic farming also led to the creation of the International Federation of Organic

Agriculture Movements in 1972, which served to increase the distribution and exchange of

information about organic farming methods throughout the world (Fromartz 2006). More and

more interest in organic farming and the food produced from it in the 1980s also led to the

Organic Foods Production Act of 1990. This act, the first law to create any sort of governmentregulation for organic agriculture, defines which food items may be labeled organic, based

upon the jurisdiction of the U.S. Department of Agriculture.

Today, the retail market for organically produced food is growing at a rate of 20% annually

(Fromartz 2006). Increased concern about the link between chemical food treatments and a

number of health problems has been largely responsible for this rapid growth. While organic

food producers are certainly ecstatic about the growth of the industry, increased consumer

demand for organic food creates somewhat of a dissonance between the small-scale farming

ideals of the original organic farmers and the large-scale production needs of modern organic

farmers. As consumers continue to demand the more healthful food products of organic

agriculture, only time will tell how the organic farming movement will respond. In the end,

organic farming will likely succeed only if it stays true to its founders original ideals of healthy

soil, healthy animals, and healthy food. ( www.randomhistory.com )


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2.1.2 History of art galleries

An art gallery is usually a building where artworks can be viewed. Such artworks

include sculpture, illustration, ceramic art and paintings. Sometimes artworks are also sold in art

galleries

The first art gallery was the Lourve, which is actually an art museum. The Lourve was

established in Paris, France, in 1793. It was there that, after the French Revolution, the people

were finally able to view the royal national treasures. Thus began the practice of allowing

common people to view fine art as a part of their education in culture. Sir John Soane designed

the architectural art gallery form when in 1817; he created the Dulwich Picture Gallery. The

building Soane designed was created large quantities of wall space and specialized lighting, to

show off artworks to their best advantage. The late 19th century saw a boom in the building of

public art galleries in Europe an America, being an essential cultural feature of larger cities. Art

galleries were built alongside museums and public libraries as part of the municipal drive for

literacy and public education. Twentieth century art galleries, like the Guggenheim, are art forms

architecturally in themselves. This creates a controversy over whether the buildings are in

competition with the art inside them. Some of the great museums of the world include the

Louvre, Metropolitan Museum, and MoMA, Amsterdam: Rijksmuseum, Atlanta: High Museum

of Art, Art Institute of Chicago, Edinburgh: National Gallery of Scotland, London: National

Gallery, National Portrait Gallery, Tate Gallery, Victoria and Albert Museum, British Museum,

Dulwich Picture Gallery, Museo del Prado in Madrid, and in New York The Guggenheim,

Metropolitan Museum of Art, and the Museum of Modern Art.

About Art Gallery

An art gallery or art museum is a building or space for the exhibition of art, usually

visual art. Museums can be public or private, but what distinguishes a museum is the ownership

of a collection. Paintings are the most commonly displayed art objects; however, sculpture,

decorative arts, furniture, textiles, costume, drawings, pastels, watercolors, collages, prints,

artists' books, photographs, and installation art are also regularly shown. Although primarily

concerned with providing a space to show works of visual art, art galleries are sometimes used to

host other artistic activities, such as performance art, music concerts, or poetry readings.


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2.1.2.1 Types of galleries

Galleries in museums

The rooms in museums where art is displayed for the public

are often referred to as galleries as well, with a room dedicated to

Ancient Egyptian art often being called the Egyptian Gallery, for

example.

Contemporary art gallery

The term contemporary art gallery refers usually to a

privately owned for-profit commercial gallery. These

galleries are often found clustered together in large urban

centers. Smaller cities are usually home to at least one

gallery, but they may also be found in towns or villages, and

remote areas where artists congregate, e.g. the Taos art

colony and St Ives, Cornwall. Contemporary art galleries are usually open to the general

public without charge;

However, some are semi-private. They usually profit by taking a portion of art sales; from 25%

to 50% is typical. There are also many non-profit or collective galleries. Some galleries in cities

like Tokyo charge the artists a flat rate per day, though this is considered distasteful in some

international art markets. Galleries often hang solo shows. Curators often create group shows

that say something about a certain theme, trend in art, or group of associated artists. Galleries

sometimes choose to represent artists exclusively, giving them the opportunity to show regularly.

Online galleries

For people who want to offer your art for other people to see that you do not find a place to

present your work and you can spread throughout the world.

Vanity galleries

A vanity gallery is an art gallery that charges fees from artists

in order to show their work, much like a vanity press does for

authors. The shows are not legitimately curated and will

frequently or usually include as many artists as possible. Most

art professionals are able to identify them on an artist's resume


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2.1.3 History of Art museums and galleries in Thailand

Bangkok Art and Culture Centre

The idea of having an art centre for the general public has been under consideration for

sometime amidst the lack of support for the arts from the state. Successive governments have

been blind to the importance of intellectual development and creativity in the national

development policy. This need became a rallying cry for the Thai Artists Network in their

campaign for the building a contemporary art centre, to be current with international trends and

fulfilling the national pride, and to provide a place for art and cultural learning in the context of

the advancing material culture. The art centre for people should be supported by government as a

non-profit public entity. Building an art centre is akin to building an infrastructure for the brain

In other words, it is providing the 'software' development to match that of the 'hardware'.

Building an art centre at the chosen area of the Pathumwan Junction makes sense: it is an area

much frequented by youths, and the art centre has the potential to attract young people to

participate in art and cultural activities, to learn and express themselves, at the same time

becoming part of their recreational pursuits

The art centre project began in 1995 when Dr.Bhichit Rattakul, the Bangkok

Governor agreed to the Jubilee Art Celebration Committee that the Bangkok Metropolitan

Administration would build the Bangkok Contemporary Art Centre at the Pathumwan junction

with the cooperation of both parties. However, the project was suspended when Bangkok elected

a new governor in 2001. The project was reconsidered to become a commercial retail space with

the investment coming from private investors. Artists and many cultural organizations, and the

press protested against the change.

(http://www.bacc.or.th/history/background )


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The National Museum Bangkok

The history of the National Museum Bangkok dates back to 1874 when His Majesty,

King Rama V opened the first public "museum" to exhibit the royal collection of King Rama IV,

and other objects of general interest, at the Concordia Pavilion inside the Brand Palace. Later,the Museum was transferred to its present site, the "Wang Na", or "Palace to the Front" which

had been the palace of the Prince Successor. In 1926, it was named the "Bangkok Museum" and

subsequently developed into the National Museum Bangkok, when it came under the direction of

the Department of Fine Arts in 1934. His Majesty the King Presided over the opening ceremony

of the South Wing Buiding (The Mahasurasinghanat Building) and the North Wing Building

(The Praphatphiphitaphan Building) on 25 May,1967. His majesty King Prajadhidpok (Rama

VII) presides over the opening ceremony of the National Museum Bangkok in 1926.


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The Exhibition Galleries in the National Museum Bangkok

The National Museum Bangkok currently houses three permanent exhibition galleries:

1. The Thai History Gallery : located in the front of the Siwamokhaphiman Hall, a

Ceremonial building

2. The Archaeological and Art History Collections: which are divided in two

parts

(i) The Prehistory Gallery, located in the back of the Siwanmokhaphiman Hall, and

Gallery No. S6 on the upper floor of the South Wing Building.

(ii) The Art History Gallery, located in the North Wing Building, which displays

sculptures and exhibits from the Dvaravati, Srivijaya and Lopburi periods, (before 1257 AD) up

to the Bangkok period (1782)

3. The Decorative Arts and Ethnological Collection: This is displayed in the old central

palace buildings. This collection contains a variety of artistic, cultural and ethnographic exhibits

such as gold treasures and precious stones, mother of pearl inlay, royal emblems and insignia,

costumes and textiles, ceramics, carved ivory, old royal transportation, old weapons and musical

instruments.

(http://www.thailandmuseum.com/thaimuseum_eng/bangkok/exhibition.htm )

Thai Human Imagery Museum

The born from the inspiration of a group of artists that by Aj. Doungkong Pittayakornsin

plan to create Thai wax model follow wax of Madame Tussauds in England, but not good and

have many problems because Thailand is tropical and humid, so it make problem for create wax.

Therefore, Aj. Doungkong and partisans thinks and modify that bring many materials to use.

Finally, they find that use of fiberglass can solve many problems that arise with the wax, because

fiberglass is an enduring feature, feel soft and beautiful, and then they created a wax fiberglass

of Luang Poo Toh Wat Pradu Chimpli as the first of wax sculpture. Later, they create many wax

sculpture onward to in 2533 is open for visit officially.

The Thai Human Imagery Museum is a wax museum located in Nakhon Pathom

Province, Thailand. Due to the tropical climate of Thailand the figures are made of fibreglass

instead of the traditional wax. Exhibits include Thai historical figures, including kings of the

Chakri Dynasty, displays of Thai culture and traditions, and famous fictional characters,including those from Sunthorn Phu's epic poem, Phra Abhai Mani


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(http://www.moohin.com/trips/nakhonpathom/model/ )

2.1.4 History of Art museums and galleries in the word

In Asia

National Museum of the Philippines

The building was originally designed as the public

library by Ralph Harrington Doane, the American consulting

architect of the Bureau of Public Works, and his assistant

Antonio Toledo. Construction began in 1918 but was

suspended several times because of lack of funds. When it

was decided that the building should be used by the

Legislature, the revisions of the plans was entrusted to Juan Arellano, then supervising architect

of the Bureau. The building was inaugurated on 16 July 1926 , and by then had cost four million

pesos. The building was part of Daniel Burnham's plan for the development of Manila. Upon its

completion, the second, third, and fourth floors were occupied by the Senate and House of

Representatives while the ground floor was occupied by the National Library. The 1934

Constitutional Convention was held in this building. On its front steps Manuel L. Quezon was

sworn in as President of the Commonwealth.

The Legislative Building was a casualty during the bombing and shelling of Manila in

1945. It was reconstructed in 1946 following the original plans but with some revisions, such as

the replacement of flat pilasters of the stately rounded engaged columns. In mid- 1996 , the Senate

of the Philippines moved out of the building. In 2003 , renovation started to transform it into

National Art Gallery of the national Museum.

(http://www.nationalmuseum.gov.ph/National% 20Museum/National% 20Art% 20Gallery% 20History.html )


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Tokyo National Museum

The museum came into being in 1872, when the

first exhibition was held by the Museum Department of

the Ministry of Education at the Taiseiden Hall. This

marked the inauguration of the first museum in Japan.

Soon after the opening, the museum moved to

Uchiyamashita-cho (present Uchisaiwai-cho), then in

1882 moved again to the Ueno Park, where it stands today. Since its establishment, the museum

has experienced major challenges such as the Great Kanto Earthquake in 1923, and a temporary

closing in 1945, during World War II. In more than the 120 years of its history, the museum has

gone under much evolution and transformation through organizational reforms and

administrative change. The museum went through several name changes, being called the

Imperial Museum in 1886 and the Tokyo Imperial Household Museum in 1900, until it was

given its present title in 1947.

(http://www.tnm.go.jp/en/servlet/Con?pageId=X 00&processId= 00)

In EuropeAcropolis Museum

The first museum was on the Acropolis; it was

completed in 1874 and underwent a moderate

expansion in the 1950 s. However, successive

excavations on the Acropolis uncovered many new

artifacts which significantly exceeded its original

capacity. An additional motivation for the

construction of a new museum was that in the past,

when Greece made requests for the return of the Parthenon Marbles from the United Kingdom,

to which they had been carried away, it was suggested by some British officials that Greece had

no suitable location where they could be displayed. Creation of a gallery for the display of the

Parthenon Marbles has been key to all recent proposals for the design of a new museum.

(http://en.wikipedia.org/wiki/New_Acropolis_Museum#History )


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National Museum of Rome

The National Museum of Rome (Museo

Nazionale Romano in Italian) is a set of museums in

Rome, Italy, split among various branches across the

city. It was founded in 1889 and inaugurated in 1890 ,

with the aim of collecting antiquities from between the

5th century BC to the 3rd century AD.Its first

collection was formed from the archeological collections of the Museo Kircheriano, a collection

assembled by the antiquarian Athanasius Kircher, soon supplemented by the numerous new

discoveries in Rome during the expansive city-planning after it became the capital of the new

Kingdom of Italy. This was initially meant to be displayed in a 'Museo Tiberino' (never realised),

but in 1901 the State granted the institution the Villa Ludovisi and the important national

collection of ancient sculptures. Its base was established in the 16th century cloister built by

Michelangelo off the baths of Diocletian, still its main base. These buildings' adaptation to their

new purpose began for the 1911 Exposition and completed in the 1930 s.

(http://en.wikipedia.org/wiki/National_Museum_of_Rome#History_of_the_building )

In United State

National Gallery of Art

The National Gallery of Art was created in 1937 for the people of the United States of

America by a joint resolution of Congress, accepting the gift of financier and art collector

Andrew W. Mellon. During the 1920s, Mr. Mellon began collecting with the intention of

forming a gallery of art for the nation in Washington. In 1937, the year of his death, he promised

his collection to the United States. Funds for the construction of the West Building were

provided by The A. W. Mellon Educational and Charitable Trust. On March 17, 1941, President

Franklin D. Roosevelt accepted the completed building and the collections on behalf of the

people of the United States of America. The paintings and works of sculpture given by Andrew

Mellon have formed a nucleus of high quality around which the collections have grown. Mr.

Mellon's hope that the newly created National Gallery would attract gifts from other collectors

was soon realized in the form of major donations of art from Samuel H. Kress, Rush H. Kress,


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Joseph Widener, Chester Dale, Ailsa Mellon Bruce, Lessing J. Rosenwald, and Edgar William

and Bernice Chrysler Garbisch as well as individual gifts from hundreds of other donors.

The Gallery's East Building, located on land set aside in the original Congressional

resolution, was opened in 1978. It accommodates the Gallery's growing collections and

expanded exhibition schedule and houses an advanced research center, administrative offices, a

great library, and a burgeoning collection of drawings and prints. The building was accepted for

the nation on June 1, 1978, by President Jimmy Carter. Funds for construction were given by

Paul Mellon and the late Ailsa Mellon Bruce, the son and daughter of the founder, and by The

Andrew W. Mellon Foundation. On May 23, 1999 the Gallery opened an outdoor sculpture

garden designed to offer year-round enjoyment to the public. Located in the 6.1-acre block

adjacent to the West Building at 7th Street and Constitution Avenue, N.W., the garden provides

an informal, yet elegant setting for works of modern and contemporary sculpture.

The Collectors Committee, an advisory group of private citizens, has made it possible to

acquire paintings and sculpture of the twentieth century. Key works of art have also come to the

Gallery through the Patrons' Permanent Fund. In addition, members of the Circle of the National

Gallery of Art have provided funds for many special programs and projects. The Sculpture

Garden is a gift to the nation from The Morris and Gwendolyn Cafritz Foundation.

(http://en.wikipedia.org/wiki/National_Gallery_of_Art#History )

(http://www.nga.gov/ginfo/aboutnga.shtm )


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as it was in the summer of 1853/54 ' is still at the heart of the Gallery's collection. The Gallery

holds an exceptional collection, built up lovingly, intelligently and often with inspiration over

120 years. An important factor in the growth was the George Crouch Prize for contemporary art,

which ran from 1927 till the 1970 s. Established by Federal MP Richard Crouch, a native of

Ballarat and son of an early pioneer, as an acquisitive art prize in memory of his father, the

Crouch Prize was for many years one of the most prestigious art prizes in the country. It ensured

that the Gallery continued to build its collection of Australian art at a time when any other

regional galleries were suffering from a lack of energy and investment. Crouch also established a

prize for watercolours in memory of his sister Minnie and gave the Gallery his remarkable

collection of medieval manuscripts and early printed books, the only Australian holding of such

items outside the capital cities.

In 1979 , the Gallery Association gave the building and collection to the Ballaarat City

Council, which undertook to operate the Gallery for the benefit of the Ballarat community and

visitors. The Association kept a stake in the ownership of the collection and has continued to

have close involvement many aspects of the life of the Gallery. The period of the early 1970 s

also saw the Gallery start to take seriously its custodianship of the original flag from the 1854

Eureka Stockade. This unique and beautiful relic, which had been held by the Gallery since

1895 , underwent conservation works and was put on permanent display in 1973. Serious

attention has been given to the acquisition of works of art that help to interpret the story of

Eureka. The focus of the Collection is to present the history of Australian Art to the current time

through paintings and works on paper with selections of sculpture and decorative arts, also

looking closely at the work of regional artists and works depicting the growth of Ballarat. Recent

purchases and donations have expanded on the holdings of modern Australian sculpture and

opened up a new vista of collecting - the art of the indigenous peoples of Australia's Top End.

The Gallery building has changed and evolved in response over the years to the

expansion of the collection and reflecting the place the gallery has had in Ballarat's cultural life.

The first addition to the 1890 building came in the 1920 s, with the addition of two large gallery

rooms on the upper level. In 1987 the City of Ballaarat expanded the Gallery into the Bones

Building, a group of shops adjoining the existing building in Lydiard Street. The latest expansion

came as part of the 2001 Centenary of Federation, when the Gallery building was extended

through to Camp Street as part of the Camp Street arts precinct, which also includes the

University of Ballarat Arts Academy and Alfred Deakin Place. The Art Gallery of Ballarat is one

of Australia's great art galleries. It remains at the heart of Ballarat's cultural life and offers


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residents and visitors a vigorous and exciting program of exhibitions, as well as providing an

opportunity to walk through the entire span of Australia's art history.

(http://en.wikipedia.org/wiki/Ballarat_Fine_Art_Gallery )

(http://www.artgalleryofballarat.com.au/home.aspx )

Art Gallery of Western Australia

The Art Gallery, founded on 31 July 1895 , was opened by Sir Alexander Onslow. The

foundation stone for the Beaufort Street wing of the Museum and Gallery was laid on 24 July

1908 by HRH the Duke of Cornwall and York (later King George V). The Art Gallery Act 1959

gave control of the Western Australian Art Gallery to a Board of Trustees appointed by the

Governor of Western Australia. This ended a joint institution known collectively as the Public

Gallery, Museum and Art Gallery. In 1978 the Gallery was renamed the Art Gallery of Western

Australia and a new building, designed by architect Charles Sierakowski, opened on 2 October

1979.

The main gallery is a unique modernist building, designed around 120 degree angles and

modular wall lengths of 7, 14 and 21 metres. Its central features are a cast concrete spiral

staircase and vistas between and across the nine gallery spaces that use the 120 degree angles to

stimulate peripheral vision. The building was inspired by the pavilions and courtyards of the

Museum of Anthropology in Mexico City.

The Centenary Galleries

Formerly the Perth Police Courts, the building was restored and opened in 1995 to house

historical art, featuring displays of many of the State Art Collections 19th and 20th century

paintings and decorative arts. Built during the Gold Rush, the building it reflects a late

nineteenth century interpretation of the French Regency style, incorporating a mansard roof,

which was unusual in Perth architecture of the period. Western Australian materials were used

extensively during the building's original construction. The faades of this Heritage listedbuilding feature Donnybrook stone; all flooring and interior furnishings highlight the use of local


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jarrah and locally manufactured stained glass feature panels together with the retained pressed

metal ceilings combine to create an ambience of a by-gone era. A court room and its holding

cells have been retained, and can be viewed by visitors to the Gallery.

(http://www.artgallery.wa.gov.au/exhibitions/pastex.asp )

(http://www.artgallery.wa.gov.au/collections/index.asp )


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2.2 Nature and situation of Industry

Nowadays most Thai people are weaker than before as, because they eat unhealthy food

including any junk food such as Hamburger, Donut which full of fat and Thai Government are

interested in the healthy food and promoted it as advertising on television or notice board but it

is not interesting for them. They sill addict these unhealthy foods and make them are unhealthy

previously. Our company thinks to solve this problem so we think to produce a product which

everybody likes to test it and love it especially people who are love healthy. It is healthy food

and those are made by Thai herbs such as ginger, galingale, lemongrass, mint etc. They are easy

to find in Thailand.

According to Chiang Rai vision, Chiang Rai capital of Lanna it is a central of travel

country. There is increase percentage of visitors 12.5% per year, income from tourist increase

7.5% per year and number of tourist sites have been developed and get a standardized 5 places

per year.

Indicator Objective 2010 -

2013

2010 2011 2012 2013

percentage of visitors 12.5% / year 5 10 15 20

Percentage of income from tourist 7.5% / year 3 6 9 12

number of tourist sites have been

developed and get a standardized

5 places / year 5 5 5 5

Figure: percentage of indicators of Chiang Rai

(Source: http://www.cots.go.th/cr_develop.php )

Visitors

2006 2007 2008 2009

Thai people 1,043,161 1,135,659 1,339,190 1,430,375

Foreigner 289,357 300,776 402,056 249,873

Total 1,332,518 1,436,435 1,741,246 1,680,248

Figure: Number of visitors in Chiang Rai


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Income (Baht )

2006 2007 2008 2009

Thai people 7,012.43 7,462.35 7,770.31 6,603.43

Foreigner 2,361.77 2,356.60 2,863.61 2,801.21Total 9,374.20 9,818.95 10,633.92 9,404.64

Figure: Income from tourist in Chiang Rai

And our business relates with healthy food, we have to

concern about people healthy that is the most importance of the

eating. From public health agencies find this year 2010 in

Thailand has people die from diabetes around 7,019 or 19person per day and for the least 10 years Thai people were

staying in the hospital under the Ministry of Health with diabetes to 558,156 times, or 1,529

times a day. The second survey of health status of Thai people, found prevalence rates of

diabetes in adults increased from 4.4 percent to 6.9 percent expected over 15 years of age not

less than 3 million people are faced with diabetes. From the data of Chiang Rai Health Office the

year 2010 found the death rate of diabetes was 6.59 per hundred thousand populations.2692.63

diabetes rates per hundred thousand populations.

(http://region3.prd.go.th/ct/news/viewnews.php?ID=101109144337 )

For those of us that struggle with a few extra pounds, there is really good news: healthy food

menu, vegetable and herbs juice and fruit smoothies are good for customers this is true on many

levels:

1. Low Glycerin Index

2. Minerals, calcium, beta-carotene and vitamins in vegetable juice and fruit smoothies

3. Usefulness from the herbs.

4. Protect your health from disease by Herbs menu.

5. Maintain your skin by vegetable and fruit.

Moreover, Meal Spa Company, name of us, consists of Spa and Food. Meal means food

and Spa means health land because the local serve about health. In term of hospitality the

word is a town in Belgium which signifies a health resort associated with a mineral water spring.

So when we combine Meal and Spa that it is healthy food menu.


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2.3 Market trend

Preparations of study data from the direction of the global healthy food market by the

Food Institute, found that the total market value of the trend likely continued growing. If looking

backward growth since 2549 through the year 2556 as the market growth rate is as high as

200.50%. Thailand's market from study of the Food Institute, Indicate that the market value in

the past of Thailand only 2,000 million due to the health food market is a new issue of most

consumers. And much of consumer behavior has focused on the delicious taste over health

issues. However, the trend of increased awareness in Thai society began to focus on looks,

influence consumers want to have good looking to gain social acceptance. Then looking for a

product that allows itself always looks good. Even in this life time with a rush, so there is no

chance to complete the dietary needs of the body. Including the less time to exercise, so healthyfood rely on the added role more importance as with the current world market.

(http://ksmecare.wordpress.com/2009/09/15/food/ )

Fast Food market size is around 12,000 million with a market in the field more than 300

stores. Although, home buying package food or delivery food are increases rapidly growing

market includes a variety of food available to choose from. The expected market size estimates

from Par this business was a market size of approximately million Baht. Marketing Self

Services include food center. The market sizes are interest annual value of not less than 3,500million Baht. For, street food by market is expectations that the size distribution is the equivalent

of 55,000 million baht per year. The expectations measure by the sales of each company in food

market, and expectations of consumers in each type of food. In another hand, restaurant are

considered to a generally restaurants. There is market size up to 500,000 million baht per year.

To measured by observing the type of restaurant there. Such as; Suki Yaki restaurants, their

markets can achieve their gold more than 2,000 million baht per year. Addition to; Thai

restaurant within high standards level, there totaling are 1,000 million baht per year. Thepotential to investment of Thai food market are growing very fast. However, Supermarket

market size are 900,000 million baht, And including to non-food market are less than 50,000

million baht per year.


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2.3.1 Market share

Food Mark

Fast foodTake away home

Self Services

Street Food

Restaurant

Supermarket

other

Total

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59%

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12,0001,300

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2.4 Product/Service (in General)

We have main product is healthy food menu that there are make from herbal, vegetable,

and fruit that also have vegetable juice, fruit smoothies & fruit dessert.

2.4.1 Healthy Food Menu

Shrimp, Mango, and Avocado Salad

with Sweet Chili-Ginger Vinaigrette.

Cucumber-Cabbage Salad with

Tamarind Dressing .

Vegetable "Spaghetti" Spinach Soup. Chickpea and Lentil Stew. Herb Salad with Feta, Roasted Red

Peppers, and Toasted Nuts.

Vegetarian Mushroom Soup. Spicy Squash Soup. Tomatoes with pesto crumbs .

Carrots with honey, cumin andcoriander.

Brown rice and vegetable bake Crispy bacon and rosemary potato

pizza

Ect.


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Vegetable juice

Vegetable Mix without Carrot Vegetable Mix without Carrot

Carrot Juice Carrot & Apple Juice Carrot & Orange Juice Carrot & Apple & Spinach Juice Carrot & Apple & Celery Juice Carrot & Apple & Parsley Juice Carrot & Beet & Apple Juice

Carrot & Kale & Parsley Juice Carrot & Beet & Celery Juice Carrot & Beet & Cucumber Juice Carrot & Beet & Spinach Juice Wheat Grass

Fruit smoothiesSuch as;

Mixed Berry Strawberry Mango Cherry Slush Apricot Pineapple Smoothie

Banana-Strawberry Fruit Smoothie Tropical Fruit Shake Banana-Berry Fruit Smoothie Banana-Orange-Strawberry Fruit


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Fruit dessert

Strawberry and pineapple pops

Tropical smoothie ice-blocks Melon berry pops

Blackcurrant berry ices Apple-Yogurt Parfaits Blackberry, Honey and Yogurt Pops Yoghurt berry rice pudding Raspberry and almond cake Kiwifruit trifle Choc-orange parfaits

( http://www.epicurious.com/recipesmenus/healthy/recipes?browseByAtt=205 )

( http://www.healthyfood.co.nz/recipes/low-cost-

recipes?sort_on=issue_date&sort_order=reverse&pagenumber=5&pagesize=10 )

2.4.2 Service

The important of service is service mind because customers always want to take care.

It can make them to customer loyally and give word of mouse to other people which by the way

to promote our restaurant. Then we provide another service such as Art Gallery Zone. Moreover

the customers get knowledge about healthy food from our employees when they check bill.


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Figure: Our business level position

Source :( http://www.openlearningworld.com/olw/courses/books/Business%20Strategies/Busine

ss%20Strategy/Generic%20Business-Level%20Strategies.html )

2.7.3 Functional level

Our restaurant provides a unique that has high competitive advantage from competitors.

Our management team will be update and develop plan every season for customers can discover

the diversity and differences of each season. And we adjust ourselves toward the customer

satisfy about the production quality, we have managed to produce a system to achieve customer

needs more effectively


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Chapter 3

Market Feasibility Study

3.1 Market Analysis

3.1.1 General Environment Analysis

In order for a firm to effectively compete in an industry, an analysis of its specific

industry must be undertaken. This analysis done to provide the firm with a description of the

elements in society that directly affect the company and the managers must take appropriate

strategies to manage and solve problem in the company. The general environmental analysis

consists of six primary factors, which are political/legal, economic, socio-cultural, demographic,

and technological. These five sections describe the external environmental factors a firm must

understand to effectively compete in a specific market.

3.1.2 Politic & Legal

15.5 Million Foreign Tourists Visiting Thailand in 2010: Likely Rising 5% in 2011. The

domestic political unrest in Thailand in recent years has affected with foreign tourists

confidence toward safety of travelling in Thailand and apparently dampened increases in foreign

tourists during 2008-2010.

After the political situation returned to normalcy due to cooperation by relevant parties, the

tourists confidence has resumed quite fast, as seen from the return of normal foreign tourist

growth during 2H10. However, the massive flooding in many parts of Thailand has decelerated

the growth slightly.

From research expects that the foreign tourist market throughout 2010 will grow around 10

percent, with 15.55 million foreign tourists visiting the country, which would generate tourism


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income of around THB536 billion. Barring further negative factors, foreign tourism in Thailand

may expand further in 2011, although growth may be only 5 percent. It is expected that there

may be around 16.33 million foreign tourists visiting Thailand next year, generating income of

around THB555 billion. However, tourism industry success will largely depend on cooperation

between relevant parties to achieve political stability that may result in a return to contentment

and help build solidarity within the country. In doing so, foreign tourists will have greater

confidence toward travelling to Thailand which may help boost foreign tourist market growth

and generate tourism income of around THB500 billion a year.

(http://www.kasikornresearch.com/TH/K-

Econ%20Analysis/Pages/ViewSummary.aspx?docid=26098 )

3.1.3 Economic Factor

Although in 2011 the Thai economy will likely decelerate from relatively high growth in

2010, there are some factors that may help reduce concern toward economic risks in 2011, such

as Thai and global economic figures for the remainder of 2010 that were better than expected

and the way that Thai government has launched Pracha Wiwat program , a new economic

action plan, to increase spending and news of a decision to proceed with general elections this

year.

Due to this more positive point of view toward the economy, KResearch expects that our

growth in 2011 will be more satisfactory than the former forecast, so we have decided to

increase our forecast to 4.0-5.0 percent, from our previous 3.5-4.5 percent estimate. Although

the economic situation seems better than expected, there are some remaining challenges that

should be closely monitored, such as a need for greater stability in global economic growth.

Although the US economic recovery is looking healthier, the speed of their recovery there has

not been fast enough to help reduce unemployment and the Eurozone debt crisis is still a threat.

Meanwhile, inflation may pressure the Bank of Thailand to increase their key policy rate and the

domestic political situation will likely be a determining factor affecting government economic

policies and private sector confidence.

Looking toward the future business environment, challenges to Thai businesses include

higher costs, such as in labor and interest rates, as well as raw materials and fuel prices. It is

expected that we may see another surge in global crude oil prices over the level of USD100/bbl.

Moreover, fore rates will likely remain volatile, as seen from recent Baht appreciation.

Therefore, businesses should brace for any risks that may arise in the future.


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( http://www.kasikornresearch.com/en/k-

econ%20analysis/pages/ViewSummary.aspx?docid=26339 )

3.1.4 Social & Cultural Factor

The food intake is critical to the health status of study in the past, it was found that fruits

and vegetables. For the effective in the protection factors of Ischemic heart disease with

coronary artery disease in the brain and lung cancer and cancer of the gastrointestinal tract. The

results of a systematic review of research and do meta-analysis study of disease burden of the

World Health Organization. Although, the analysis of the risk of various diseases was found that

the consumption of fruits and vegetables increased by a set threshold will reduce the disease

burden of ischemic heart disease. Vascular disease in the brain constricted approximately 31 and

19% respectively; reduce sickness and death from stomach cancer, Gastric cancer 19 percent,

esophageal cancer by 20 percent, lung cancer 12 percent and 2 percent of colorectal cancers.

The criterion of the intake of fruits and vegetables per day are obtained by reviewing

research related to the relationship between consumption of fruits and vegetables per day with

various diseases. Found that the proper amount is between 400-600 grams per day, excluding

many other vegetables such as; sweet potato starch, or if the idea is standard cup (size 150 cc.) 1

standard cup contains 80 grams of fruit and vegetables, it will be. 5 to 7.5 cups per day standard

for the comparative study of risk factors for disease (comparative risk assessment) the minimum

consumption of fruits and vegetables per day by age shown in Table 1.


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Table 1: minimum (theoretical-minimum-risk) and it standard deviation of the consumption of

fruits and vegetables by age group.

Age (years) Consumption of fruits and vegetables. (g / person / day)

0-4 330 +- 50

5-14 480 +- 50

15-29 500 +- 50

30-44 500 +- 50

45-59 500 +- 50

60-69 500 +- 50

70-79 500 +- 50

>=80 500 +- 50

Source: Lock K, Pomerleau I, Causer L, McKee M. Low fruit and Vegetable consumption. In

Ezzati M et al eds. Comparative Quantification of Health Risks, Global and Regional. Burden of

Disease Attributable to Selected Major Risk Factors. Vol. 1 WHO Geneva 2004.

From these results is study as part of data analysis to prepare reports. To survey of

health status of Thai people by physical examination at third times in year 2546-2547 survey

conducted by Office survey health status are under the Health Systems Research Institute. And

the received financial support survey From the Office of Policy and Strategy, Ministry of Public

Health.

The survey examined the health status by this time the three have any questions about

consumption of fruits and vegetables. The frequency of consumption within a week and the

amount consumed is the standard number of cups per day. They are have image plate of fruit,

vegetables and different types standard cup and disc images as real people interviewed

considered by And have questions about fruit and vegetable intake on a regular basis each day of

the week. Then be compared if the standard input into the cup as shown by illustration, how

many cups are standard; If it is a fruit have to think to eating that fruit regularly, How much

volume per day. And have to adjust the standard per unit.


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Table 2: The Percentage of population, who consuming vegetables and fruits in various amounts

per person and per day by age and sex.

Age (years)

Male Female

Less than

5 cup

5 cups or

more,

But less

than 7.5

cups

7.5 cups

or more

Less than

5 cup

5 cups or

more,

But less

than 7.5

cups

7.5 cups

or more

25-29 77.4 15.5 7.0 74.5 17.8 7.7

30-44 80.0 14.6 5.4 75.1 17.8 7.2

45-59 81.3 13.6 5.1 76.8 16.3 6.9

60-69 84.1 11.4 4.6 82.8 12.8 4.7

70-79 87.6 9.4 2.8 87.6 9.2 3.2

80+ 89.1 7.6 3.4 89.7 8.2 2.1

All ages 80.3 14.2 5.7 76.8 16.5 6.7

The risk groups are consumed less fruit and vegetable standards. (In this analysis the

criterion standard 400 gram or 5 cups per day) according to different areas of the country. To

found that when broken down by population area, both men and women outside the municipality,

the proportion are eating fruit and vegetables in low-standard than people in the city area (Figure

1) on analysis by sector. Men and women in the Northeast with the prevalence of consumption

of fruits and vegetables less than the standard higher than other regions (Percentage 84.3 percent

in men and 83.3 percent of women), men and women in Bangkok, the proportion of

consumption are lower standards than the population in all other sectors, only 68.5 percent were

male and 65 percent in women (Figure 2).

(http://www.hiso.or.th/hiso/brochure/b15_1.php?color=4&network=&lesson=15 )

In healthy food business, even Thai people consume healthy food less than the other

countries but in Chiang Rai there is many favors brand of people such as Junkapuk restaurant,

Ruen sangtean restaurant, Nuture food centre, etc, they create branches all around Chiang Rai.


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Healthy food and art Gallery is the new trade of low cost investment, many inverters to invest to

invest to making small brand to sell in each local area. From the research, tell that healthy food

and Art Gallery cans preeminent people with the reason tasty, convenient and low price is one

kind of healthy food restaurant. To launch healthy food and Art Gallery is easy to do because of

Thai herb habituate for Thai people in the past sine now. Healthy food and Art Gallery not only

attracts Thai people and it can create the novelty product for healthy people in Chiang Rai. In the

state of healthy food of business, the manager should do marketing plan to make brand of

product and create value. This method will help to run business well. Creating word of mouth,

the manager must always develop products and enhance the quality with a proper price for

accord to customer need.

3.2 Competitor Analysis

We define the competitor who provide service as same as us. Then, we divide

competitors into two groups; direct competitors and indirect competitors.

3.2.1 Direct competitor

1. Jun Ka Puk healthy food restaurant

Jun Ka Puk restaurant is popular healthy food restaurant in Chiang rai. There are project of

Princess Maha Chakri Sirindhorn that Located at the northernmost part of Thailand on HighwayNo. 110, about 4 kilometers before reaching Mae Sai along the Thai border with Myanmar. This

restaurant uses the raw materials from Prince Chakraband Pensiri Center for Plant Development

such as Hydroponics and local vegetable.


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3.2.2 Indirect competitors

1) Tong Tueng Restaurant

Distinctive point:

This Restaurant has a good atmosphere within the extensive. Staffs in this restaurant are

friendly. For food this here, it less expensive per head of about 100-200 baht and it has shown

about Thai classical dance.

Inferior point:

This restaurant does not sell alcoholic beverages and the foods of this restaurant mostly

have Lanna style, which some customer not like it and they cannot eat.

2) Salungkham Restaurant

Distinctive point:

Description of the restaurant with traditional Lanna style. You can choose to sit by your

own. Whether sitting in the shop. Upstairs terrace or you can sit in the garden

Inferior point:

This location is near the main road, so sometimes difficult to find parking.

3) Sa Bun Nga Khan Tok

Distinctive point:

Saban Nga Restaurant is a restaurant with Identity in the form of Lanna and the local

entertainment, listening folk songs. In addition, the restaurant held a set of food for foreigners

and Thais.

Inferior point:

The food is more expensive than some other places and some food have small amount.

4) Moom Mai

Distinctive point:

The Moom Mai building has Lanna style and it has cozy natural place. You will also find

flowers, fountains, coloured umbrellas, soft lights and even a children playground. In the

evenings there is live music

Inferior point:


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The location is deep in hard to find. For customers who visit Chiang Rai the first time

and the foods are expensive

5) Nam bouy loung Thai Restaurant Distinctive point:

Nam bouy loung Thai Restaurant has an atmosphere natural. The restaurant that was built

with wood and it has Thai style. The most vegetables of this restaurant that cook, Owner grown

it.

Inferior point:

Sometime during the holidays, customers have to wait for food because the owner

cooking slowly

6) Leelavadee

Distinctive point:

Atmosphere in the restaurant is natural. Moreover, the restaurant has live music

performed several songs to sing to play multiple styles rotate.

Inferior point:

The foods and beverage are expensive

7) Khum Jaow Nang

Distinctive point:

Khum Jaow Nang Restaurant is a restaurant with good atmosphere, Surrounded by

nature. The large lake, waterfalls and springs located in the heart of Chiang Rai and easy to

travel.

Inferior point:

Getting to the restaurant is difficult to find for who never been to this restaurant and

menu of this restaurant have select less than other restaurant.


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3.2.3 Table compares type of class of restaurant

Highest Class Medium Class Normal Class

Price High High-Normal Cheap

popularity Specified Normal Everyone

Location

Atmosphere Very good Good Normal

Quality/ taste Very good Good Normal

Amount of Menu Several Middle Few

1) Highest class

This type of restaurant has a good location, atmosphere, good taste and diversity of

menu. There are in the high standard quality, but also high price. So, it has a specific

consumer such as Chan Ka Pak.

2) Medium Class

The information from survey it show that this type of restaurant has location, atmosphere, good

taste and diversity of menu , but not similar with highest class. Price and level of popularity is

good or normal standard.

3) Public

This type of restaurant has atmosphere , cheap price, location, taste s are not have standard

quality. But has more popularity , everyone can consume.

IM Sook we focus on new market channel for create differentiation and occupy between

highest class and medium class market, we call high class. We focus on atmosphere andquality of food; we will preserve food in the standard of highest class, but price still

normal because we can find out material around there. Our menu we has diversity of

menu for accept customer from highest class and medium class. We emphasize to

determine highest class market 70% and medium class 30% for get large market share in

the future.


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3.3 Customer analysis

The reasons of customers co

From a pie chart, that

to our shop because they wan

target for 4 groups such as;

According to observe to the cthey consider is the feature of

atmosphere inside shop secon

many choices for customers t

separate for four segmentatio

1. Age group

Nowadays, sen

health. In at th

target group is

2. Occupation

According to t

target are stud

student they re

3. Salary

2 %

2%7%

e to our restaurant.

how about majority of customers have the r

to have good healthy that is our segment an

stomers when they choose to buy ice creamproduct including logo, brand, package, col

thing they consider from the taste of produ

buy and third consider from benefit and pri

; Age group, Occupation, Salary, and Life st

ior customers increase to consume, because

t time the junior customers decreases to con

between 25-40 years old.

e age target group is between 25-40 years ol

nts, tourist and officers. Who have ability to

eive money from their family.

%

28%

Good health

Want to test

Brand loyalt

Enjoy with f

View Art Gal

47

ason when they come

we can divide the

the first thing thatr, location or

t, so healthy food has

e of product. We can

yle

hey concern their

ume, so our age

d, so the occupation

pay including the

y

new product

y

iend and family

llery


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Healthy food is unnecessary product for the daily life of consumers. The people

who get low income that have low demand, they pay carefully when they buy the

product and those actions have effect for our product. As a result we created the

variety feature of product that has low prices for the customers have many

choices to satisfy, when they want to buy. The salary is important to the

satisfaction of customers, so the salary target is the people who get income 8,500-

50,000 bath per month.

4. Life style

Our restaurant is a new trend restaurant that has variety taste, more benefit from

herbs and we used the ingredient form nature those appropriate with the people

who concern about their health. Moreover, atmospheres in our restaurant is Art

Gallery style that it make customer feel relax and enjoyment.

3.4 Company Analysis

Our company had separated the segment and target market as followings; Retailers

Our company had reservation and observation from the simple customers and the results

we found that the target markets are students and officers that have income between 8,500-

50,000 baths per month. We considered from income per month and life style (like good taste,take care their health, and brand loyalty)

3.4.1 Product positioning

From the observation method, we found that the healthy food restaurant has variety of

choice to select. Healthy food restaurant business are separated into many segment of ages

except people that have the age less than 25 years old, they consumption less than other age

because they arent concern about their health.Nowadays, society has more concern their life in term of healthy

going together with using herbal to treat their health that help to happen

the opportunities in the market.

From the trends that our company presented, company had seen

the healthy food and Art Gallery would to concern to become health

foods and mind. Which from the observation from questionnaires, our

company found the most factors that customers thinks and use to make

the decision to buy the products are good taste and variety choice to select


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the taste and our company use the experiment tasting and found customers has good feedback in

good taste more than the other food.

So we use the slogan under the healthy food and art gallery is

Taste it, love it

For customers who love your health. So the major

target market is customers who have interested in your

own health and the second target market is like the

variety of product and good taste.


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3.5 STP analysis

STP is the marketings tools for accessing to the customer in common using,

That including Segment market, Target market, and positioning. The overall market of Health

food in Chiang Rai quite wide and have litter bit effective , Because it unconvinced to access to

the whole market and have many goods for made Health foods so can safe cost and can specify

the cost of our product to be appropriate marketing segment in Chiang Rai that we choose. But

in Chiang Rai have a few Health food restaurant , So our restaurant will combine between

Health food with Art Gallery to made differentiation for attract the group of people is keep

good health and traveler. The effective way to access the Healthy foods & Art Gallery market in

Chiang Rai are to divided the whole market in to segment and then target the one segment as the

main market , and then position it self in the customer perception.

3.5.1 Segment

Figure 1 : segment of population and traveler in Chiang Rai

3.5.1.1. We divide from Geographic Segmentation by

Segment of our group is according to the population in Chiang Rai province in 2008

Chiang Rai population have 1,227,317and all traveler are come to Chiang Rai in 2008 have

1,741 ,246 by divide to 2 group that are people in Chiang Rai and traveler .So we will show the

average people in Chiang Rai and traveler in to the pie chart follow these


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Figure 2 : Average of population and traveler in Chiang Rai

Reference by: http://www.dopa.go.th/xstat/p5157_01.html

http://www.cots.go.th/cr_develop.php

Overall summary statistics estimate the number of visitors and revenue. Chiang Rai Province,

2010

Statistic of visitors come in-out Mae Sai frontier, 2010

45%

55%

population

traveler


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Statistic of visitors come in-out Chiang Saen frontier, 2010

Statistic of visitors come in-out Chiang Khong frontier, 2010

( http://www.chiangrai.net/dashboard19/ )

We use income of the people is the base because the base of income will affect with alternative

behavior type of restaurants and purchasing power for foods. We estimate by divide is 3 group is

- The people have income less than 8 ,500 Bath

- The people have income more than 8,500-50,000 Bath- The people have income more than 50,000 Bath

3.5.1.2 Psychographic Segmentation

Life style is the base of divide by have 2 groups is

- The group who would like to have meal outside.

- The group who would like to cook by themselves.


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3.5.1.3 Behavioral and Benefit Segmentation

By divide are 2 groups

1.) The group of Health Conscious

- The first one this group they will focus on about health, and they can pay if theyfavorableness with product to health them self.

2.) The group of Non Health Conscious

-The first one this group maybe chooses from worthiness of the price, by not considers

with health of them self.

Then if we understand with our segment, so we can choose the target of our restaurant by

3.5.2 Target

From Nielsen Research, we understand with behavior of Thailand people about more than 50 %

must to go outside for have meal with family or friends because it more comfortable than

cooking by themselves and getting service. Then they will choose from lifestyle of eating and

the price that reasonable with product. By 32 %of Thailand people they will choose from lifestyle

of eating. And 21 %choose from reasonable of product. By 59 %of people is dinner time out side

and 39 %is lunch time outside ,which match with the time of our restaurant opened. So from thisinformation that summary by the pie chart is.

By have a meal out side can divide the restaurant from customer need like this


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By divide from category of the food like this ,

And the time of people to go have a meal out side like this

http://www.marketingoops.com/reports/behaviors/eat-out-behavior/

32%

21%

27%

20%

Choose from Life style

Choose from the price

Near the home

Want to test new restaurant

57%26%

17%

healthy food

Junk food

Other food

2%

39%

59%

breakfast

Lunch

Dinner


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Can summary our target by table is

Geographic

Segmentation

Income per

month

1000 Bath

buy a meal outside Cook by them self

HealthConscious

NonHealth

Conscious

HealthConscious

NonHealth

Conscious

Local People

More than

50,000 Main

target8,500-50,000

Less than 8 ,500

TouristsSecond target

3.5.2.1 The main target group

This group we choose from lifestyle of eating behavior with care of healthy and income so must

along with reasonable price because the group of health conscious will focus on the health

first .So they were willing to go healthy restaurant and purchase products that they want.

3.5.2.2 The second target group

1. Purchasing power: From statistics people in this group have enough money and

freedom choice to choose the product. They have ability to buy the product and service for

respond their want and need and they come to travel so they dont focus on price.

2. Lifestyle: Now a day trend about healthy food is popular, So we realize if the traveler

come to area of vegetable they will follow healthy food trend and our restaurant build in about

art gallery modern style ,for a person who like to take a photograph and can walk to see about

gallery in restaurant for relax.


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3. Influencing Power to buy and consume the product and service: depend on their

decision to buy the product and service. They will accept in the product that they buy. Our

restaurant have interior decoration been be interesting. Customer will be talk about ourrestaurant by word of mouth after that our restaurant will become popular in traveler group.

3.5.3 Positioning

From information of competitor ,our restaurant have strange isGood location

- when customer come the first time ,Our restaurant its easy to go and find

- Because it is near the main road and have a lot a parking.

Price

- Our restaurant have a ship price if compare with competitor

Service

- We focus on customer so we seriously with service to the customer. And about service, this is the main strange of our restaurant.

So we will summary by the chat for easy to understand like this ,


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The positioning of the restaurant is having a good service by take care of customer first so a

service is strange of restaurant. In the area that has many people arrive such as near the

university or in the city because it near to the target group. We will know that the target group of

our company is the Group of healthy conscious and we know that they want to have a good

healthy and sometimes they want to hangout some where that has beautiful view. Then we will

make them satisfy by build the Healthy foods & Art Gallery , near the main road in the city that it

easy to find. So its good location, not far from many hotels in the city of Chiang Rai. Thestructure building of our restaurant is the modern style and inside the restaurant have space for

who want to present about works gallery of them. We want to make customer feel relax when

they eat and see our restaurants atmosphere.

0

10

20

30

40

50

60

70

80

90

service quality price location

Our restaurant

F F

F


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3.6 Marketing Mix Strategy

3.6.1 Product

We understand that there are many other companies and restaurants also produce healthy

food in Thailand. To differentiate our restaurant and products from other competitors, we are

creating a truly authentic Chiang Rai healthy food cuisine, made only from locals in Chiang Rai

with our local flavors. We are also creating a local Chiang Rai ambience by incorporating our

local art gallery, selling art paintings and local souvenirs within the restaurant.

This is truly a one stop restaurant where customers can have their meals and do some shopping

of local popular products. Customers who have had their meals can therefore stay in the

restaurant longer and admire the art gallery within. However our restaurant has a modern style

building to provide for customers who are like to taking photo at there. For the first time, we are

creating an atmosphere that customers have not felt before. This is truly refreshing and different

from our competitors.

In addition, we plan to make our outlet more contemporary and also more modern theme. It will

be the latest design and fashion trend in the market. This will draw customers to our outlet.

We also intend to cater to businesses and companies who might want to organize seminars or

company functions. We will arrange for such big group functions or gathering.

3.6.2 Price

Although healthy food is rather expensive to produce, our foods are produced locally in

Chiang Rai. The weather is good to accommodate healthy growth of vegetables and fruits. The

farmers are also locals there who are skilled in farming. This way we can keep our cost of

production lower than other competitors. However, the process of making healthy food will

require a lot of skill and technical expertise. Our company will emphasize on making our

product that is of the highest quality. Through these we will aim to attract customers who aremore affluent and of middle to upper class to buy our quality healthy food.

We will also be selling other products in our restaurant to increase our profits. We will be selling

art paintings and souvenirs which are all made from local Chiang Rai people. These additional

products will not only create a better local Chiang Rai ambience, but will also increase our

sales and profits.

8/7/2019 IM SOOK Restaurant and Art

Documents

IM SOOK Restaurant and Art Gallery