Ing Khao Resort River House

ING KHAO RESORT RIVER HOUSE

7

9. To practice the process. 10. To study the new idea and innovation. 11. To understand the strategy in the process. 12. To study about the project management management cycle. 13. To learn about the t he management planning. 14. To study about POPBL. 15. To study the project, the business fail or success. 16. To understand the customer wants. 17. To study the different from other resort. 1.3 Benefit of project Benefit can help and improve about skills in many ways and can apply too. It have many part and each part help to know about how to do the project and to successful in the business such as analysis part there have many topic, example; 3C, marketing mix strategy, STP, and etc. Part of management can know about how to manage and improve skills to get job and have many technique and different way to do it. The benefit can measure the strategy of the business and qualitative. That can help you to know about competitor advantage. 1.4 Activities/ Time frame (Since November 2011- February 2012) Operation

November

methods

W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3

1. To study about resort and accommodation business in Chiang Rai. 2. To study about management resort business.

December

January

February W4


3. To study competitive and analysis marketing of business. 4. To study technical process of Chiang Rai I Love You Resort 5. To study and analysis about financial part of the resort. 6. To study and analysis about risk taking of running resort business. 7. To summarize about the feasibility of Chiang Rai I Love You Resort

Figure 1.1

1.5 Conclusion For the ING KHAO RESORT RIVER HOUSE project we will explain about the background of the resort and everyone who love the nature and want to experience mountain and farm resort can come to our ING KHAO RESORT RIVER HOUSE. And the project explain about the activities that when all the guests visit the resort and can enjoy the resort activities and enjoy the fitful of food and beverage, easy for transportation especially especially they are many attraction that the guests can enjoy and that make our resort different. For through about the project objective explain about how the business will achieve the goal, the support technique during the business is running especially in the future how we will keep business improve to become the resort for all the guest can enjoy during the holiday

8


Chapter 2 Nature of industry (Information)

9


Chapter 2: Industry Profile The Nature of Industry A resort is a place used for relaxation or recreation, attracting visitors for holidays or vacation. Resorts are places, towns or sometimes commercial establishment operated by a single company. (Reference: http://en.wikipedia.org/wiki/Resort http://en.wikipedia.org/wiki/Resort)) History of resorts A famous resort of the ancient world was Baiae, Italy, popular over 2,000 years ago. Capri, an island near Naples, Italy, has attracted visitors since Roman times. Another famous historical resort was Monte Ne near Rogers, Arkansas, which was active in the early 20th century. At its peak more than 10,000 people a year visited its hotels. It closed in the 1930s, and was ultimately submerged under Beaver Lake in the t he 1960s. (Reference: http://iml.jou.ufl.edu/projects/Spring05/Osterer/history.html)

Roman Empire: Baths The origin of resorts can be traced back to the second century B.C. to the public baths of Rome. The first baths were small, modest and separated the genders. Eventually, the baths became larger, more elaborate and were opened to both men and women. These baths were large buildings built at the public‘s expense. Some were even built by wealthy emperors who wanted to make a statement. Most baths were free but few had small entrance fees. Baths were much like resorts of today because of all the amenities offered at their location. After bathing there was always plenty to do. Most baths included gyms, libraries, snack bars, restaurants, shops, lounges, taverns, museums and theatres. The facilities were used for health and social purposes. (Reference: http://iml.jou.ufl.edu/projects/Spring05/Osterer/history.html http://iml.jou.ufl.edu/projects/Spring05/Osterer/history.html))

Europe: Mass Follows Class The first noteworthy resort area was developed in Belgium in 1326 in a town now called Spa. An ironmaster, named Colin le Loup, was cured of a long-term illness when he bathed in the iron-rich waters near Liege. He opened a shelter there and the town surged in popularity. Spa means fountain. The popularity of spas and resorts in England is a result of King Charles II visiting trendy hot spots in the 1600s. Today, royalty and superstars still seem to set trends of where

10


the best places to go are. Many English spas are unique because they have gambling and dancing. Spas also became popular because of the medical benefits that were attributed to them such as waters that were rich in certain minerals and could cure ailments. The Swiss resort industry was developed in the 1800s to aid the need of private resort facilities for more prosperous people. At the time, travel was not simple. People who traveled – up to two months to get the best value for their to resorts stayed for long periods of time – up travel expenses. This led to resort facilities being built to accommodate a guest better than your average inn. Hotel Baur au Lac, built in Zurich, was the first resort to utilize the value of a scenic view. At first, Switzerland resorts were seen as summer places, but soon skiing became popular as well as gambling. (Reference: http://iml.jou.ufl.edu/projects/Spring05/Osterer/history.html http://iml.jou.ufl.edu/projects/Spring05/Osterer/history.html))

North America: Spas Like Europe, North American hotels were developed around spas in the late 1800s. The first resorts were built first in the east in Virginia, New York and West Virginia. Shortly after, seaside resorts became popular. It was not until later that beach resorts were built in the south and mountain-based resorts were developed out west. The first luxury resort was built in 1829 in Boston. It was called the Tremont House and featured bellboys, gaslights instead of candles and marble and private rooms with locks for each family. The first ‗big‘ hotel was built by Gideon Putman in Saratoga Springs, New York centered on the hot sulfur spa there. (Reference: http://iml.jou.ufl.edu/projects/Spring05/Osterer/history.html)

Types of resorts Seaside resort A seaside resort is a resort located on the coast. Where a beach is the primary focus for tourist, it may be called a beach resort. Many seaside towns have turned to other entertainment industries, and some of them have a good deal of nightlife. The cinemas and theatres often remain to become host to a number of pubs, bars, restaurants and nightclubs. Most of their entertainment facilities cater to local people and the beaches still remain popular during the summer months. Although international tourism turned people away from British seaside towns, it also brought in foreign travel and as a result, many seaside towns offer foreign language schools, the students

11


of which often return to vacation and sometimes to settle. (Reference: http://en.wikipedia.org/wiki/Resort#Seaside_resorts http://en.wikipedia.org/wiki/Resort#Seaside_resorts)) Ski resort A ski resort is a resort developed for skiing and other winter sports. In Europe a ski resort is a town or village in a ski area - a mountainous area, where there are ski trails and supporting services such as hotels and other accommodation, restaurants, equipment rental and a ski lift system. In North America it is more common for ski areas to exist well away from towns, and the term ski resort is used for a destination resort, often purpose-built and self-contained, where skiing is the main activity. The term ski station is also used, particularly in Europe, for a skiing facility which is not located in or near a town or village. (Reference: http://en.wikipedia.org/wiki/Ski_resort)

Destination resort A destination resort is a resort that contains, in and of itself, the necessary guest attraction capabilities — that that is to say that a destination resort does not need to be near a destination (town, historic site, theme park, or other) to attract its public. A commercial establishment at a resort destination such as a recreational area, a scenic or historic site, a theme park, a gaming facility or other tourist attraction may compete with other businesses at a destination. Consequently, another characteristic of a destination resort is that it offers food, drink, lodging, sports, entertainment, and shopping within the facility so that guests have no need to leave the facility throughout their stay. Commonly these facilities are of higher quality than would be expected if one were to stay at a hotel or eat in a town's restaurants. Some examples are Atlantis in the Bahamas, Costa do Sauípe in the Northeastern Brazil, Laguna Phuket in Thailand and Sun City near Johannesburg in South Africa. (Reference: http://en.wikipedia.org/wiki/Resort#Destination_resort http://en.wikipedia.org/wiki/Resort#Destination_resort))

12


Spa resorts A spa resorts is a short term residential/lodging facility

with

the

primary

purpose

of

providing

individual services for spa-goers to develop healthy habits. Historically many such spas were developed at the location of natural hot springs or sources of mineral waters. Typically over a seven-day stay, such facilities provide a comprehensive comprehensive program that includes spa services, physical fitness activities, wellness education, healthy cuisine and special interest programming. (Reference: http://en.wikipedia.org/wiki/Resort http://en.wikipedia.org/wiki/Resort))

Golf resorts Golf resorts are resorts that cater specifically to the sport of golf, and include access to one or more golf course and or clubhouse. Golf resorts typically provide golf packages that provide visitors with all greens and cart fees, range balls, accommodations and meals. (Reference: http://en.wikipedia.org/wiki/Resort http://en.wikipedia.org/wiki/Resort))

Resort in Thailand / Chiang Rai Thailand has many types of resorts there are Seaside resort , is the resort that are located near by the coast or the sea. This type of resort almost established at the southern and eastern part of Thailand because that area are full of the environment of sea, sand and sun so the investor like to pay money in that area to gain the profit from Seaside resort. Destination resort is the resort that contains, in and itself, the necessary guest attraction capabilities. This

type of resort like to established near the attraction destination examples are town, historic site, theme park, and other. Destination resort in Thailand such as resort near by historical site in Sukhothai, Khampangpetch and Ayudhaya.

Spa Resort is a short term

residential/lodging facility with the primary purpose of providing individual services for spagoers to develop healthy habits. The top 10 spa resort in Thailand there are Aana Resort (Koh Chang,Trad),

Paradee(Koh

Samed,

Rayong),

Somkeit

Buri

Resort(Had

Jomtian,

Pattaya),Aravana Spa resort(Pattaya), Phu Chai Sai Spa & Resort(Chiang Rai), Aleenta

13


Resort & Spa (Pranburi), Andaman White Beach(Phuket), Pimalai Resort & Spa(Krabi), Puen Waan Kwai Yai(Kanjanaburi). All above are the best top 10 spa resorts in Thailand but they can change depend on seasonal because in each season the resort usually have differentiation strategies to develop their business to gain more profit. (Retrieved from: http://www.thai-tour.com/Spa-Resort-Thailand.htm http://www.thai-tour.com/Spa-Resort-Thailand.htm)). Golf Resorts are resorts that cater specially to the sport of golf, and include access to

one or more golf course and or clubhouse. In Thailand have many golf resorts because our country is good environment to create the golf resort. The best golf resort is Laguna Phuket Golf Club, Phuket. It‘s the best in South E ast Asia because surrounding of the resort has lake and good environmental and has luxury hotel around there such as Sheraton, Dusit Thani, Banyan

Tree,

Laguna

Beach

Resort

and

Allamanda.(Retrieved

from:

http://www.hamanan.com/top10golf_resorts.html ) Luxury Resorts is an expensive vacation facility which is fully staffed and has been rated with five stars. In Thai also have luxury resort too but most of them are located nearby the high light or high class of tourist attraction such as Vismaya Suvarnabhumi Luxury Resort. This resort nearby the international airport and the area are mostly high class tourists. Mountain Resort is the resorts that located nearby or into the mountain. The mountain resort almost located in northern of Thailand or Southern part that they actually have mountain to build the good feeling and create the good idea to attract tourists with the environment such as Katiliya Mountain Resort & Spa, Chiang Rai andPhu Chaisai Mountain Resort & Spa. All of these resorts are the mountain resorts that provide the good environment and creativity of the resort to attract tourists. Chiang Rai is the capital of Chiang Rai Province, Northern Thailand . The town has a population of around 62,000 and is the main commercial centre serving the Golden Triangle border region of Thailand, Myanmar and Laos. It is an excellent base for exploring the region. In Chiang Rai have a lot of destinations to travel such as Wat Phra Kaeo, Wat Phra Sing, White Temple, Black House/Black Temple (Baan Dam), Munniti Chiang Rai,The Chiang Rai Cultural Center ,The Sirindhorn Chinese Language and Culture Center ,Waterfalls and Hot Springs, Namtok Khun Kon Forest Park ,etc.. In Chiang Rai have a good location because have a lot of mountain to do the activities. Accommodation business in Chiang Rai has many hotels and resorts but have no resort about farm and natural

14


to attractive the traveler to travel so our business choose this opportunity to create resort in the concept of mountain, river and farm .In our resort have a lot of activity such as mountain biking, cart riding, mountain slider, fishing, feeding, drawing, take a photo around the resort, etc. The resort builds in the suitable and good location because it has attractive destination around their as White temple or Wat Rong Khun, Khun Korn waterfall, Bunrod farm, and not far away from Chiang Rai city.

Situation of industry: At the present we can see lot of resort business have been growth too fast but some of them can‘t stand for long long time for guests to visit as holiday‘s vacation because many competitors have been created the new creative lifestyle of accommodation that can attractive the customer into their their resort. As for the resort they create create many different designs designs of view, accommodation, accommodation, service, high and low standard especially for luxury price will depend on the choose of customer living standard and also different competition have different idea of creating. Now a day for this generation are known as fast and serious life style of business on the other hand they are many hard working students that force on study during school life so that mean in daily life these people have lot of stress to force on their work. During their holiday or summer this is really good for relaxing and also good news for resort industry as well because many people will come to relax as for their long vacation that can mean income for local people and the owner of business too. As for Chiang Rai many tourists group known as the heart of Golden Triangle and from the result is 1,436,435 and separate two types there are Thai 1,135,659 and foreigners 300,776 .For this reason our resort supports the nature and farm style as a background. As we know that Thailand got flooding fl ooding in Bangkok and other country which are the attractive destination for tourists both Thai and foreigners travelers. This situation has more effective to tourism in country because fewer tourists come to travel in Thailand and some of Thai tourists also got the effected with flooding such as people in central part of Thailand, some city in northern and southern part so they actually need some help from the government and that city was destroyed by flooding too. The example of city that was destroyed by flooding there are Ayudhaya, Sukhothai,Bangkok, Kampaengpetch, and other. All of these are the important destination place to visit. From this situation, its make tourism industry in Thailand got less profit from travelers but after that all of people in country would like to repair the places and developed to be nicely more than previous. After flooding Thailand become an

15


attraction destination that tourist willing to go to spending their holidays or pay for vacation. That good for Thai tourism industry to earn more profit and that good for us to build up resort for response tourist need. Our resort will be the one of tourist choices to go to visit and pay vacation to enjoin the activities. (Retrieved Nov 28, 2011 from: http://www.1stopchiangmai.com/northern_thailand. http://www.1stopchiangmai.com/northern_thailand.,, http://www.osmnorth-n2.moi.go.th/statistics.php?p http://www.osmnorth-n2.moi.g o.th/statistics.php?page=travel&ye age=travel&year=2546 ar=2546))

Products (In general) Core product

-

Accommodations

Farm Side

River Side

Support products -

Souvenir

Mountain Side

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-

Food and beverages

-

Activities

A core product of ING KHAO RESORT RIVER HOUSE is the accommodations. We provide the high quality of service for tourists who want to stay in our resort and everything also the best thing. Support products are food and beverage, Souvenir and activities that our resort have to provides for the tourist who don‘t want to stay but just want to do activitie s or just sightseeing in resort and the support products are suitable for the low season or shoulder season because not many people in that time so we will buy some packages to tourists too.

Vision ―The beautiful nature resort in Chiang Rai‖

Mission Resort mission is to be beautiful resort and increase market share that we believe that advertising can promote our resort and attract come to our resort. We plan to make sales

17


growth by improve ability to increase sales for our resort for will have more than. We believe our products and activities have success with quality Strategy

Corporate level Strategy When beginning the business, we use horizontal growth strategy to expand the business by controlling major competitors in the Chiang Rai area. After we ensure the stability in the business we will select vertical growth strategy to hold our own input, process, and output. In addition, our resort to a series of numbers that are similar to a striking contrast with all the typical resort. We will focus on the activities of relaxation, fun and experience the natural world.

Business Level Strategy Business Level Strategy has 4 functions to manage business for successful follow as 1.

Competitive advantages

2.

Cost leadership

3.

Quick response

4.

Focus Our business should the Competitive advantages strategy because this strategy focus on

service and process to sale product in our resort by use the new innovation attraction in our resort for tourist can see the different competitor advantages between our resort and competitor.

Functional Level Strategy (Human Resource, Marketing Operation 4P, Finance) Marketing Operation As for service industry that is really hard to create a product to attract tourists. But as our resort theme as natural environment so we would like local people product to represent as the gift for create new innovation and also have income for local people kind of represent the culture product for world wild. Marketing strategy deals with Pricing, selling and distributing a Product. As for our resort we deal with two types of strategies as market development and product development. As for market development our resort will proud to develop new markets for current products. And for the product development our resort will keep create new products for

18


existing markets and develop new products for new markets. For example: develop new taste of food, create new gift souvenir, soft drink and soups. Especially use the local people to product so they will get some income. This part is the key to represent the main important part of industry management that we can get profit by marketing strategy as present product, place, price and promotion.

Product: As for service industry that is really hard to create a product to attract tourists. But as our resort we represent the Thai unique culture by let the local people create handmade and provide to the resort so they also will get some income to support their family. Especially by creating like this will improve a unique high quality more than our competitor.

Place: For our resort locate at Chiang Rai nature view surrounding by mountain nice river, grass, fresh air and for this province doesn‘t have farm and mountain resort yet but still have competitor. Especially this location is really nice view surrounding by green tea architecture.

Price: As for our resort not only deal for price but also care for quality qualit y of product. The value of our price relate with our service, accommodation and facility that customer will enjoy with. The great service that we provide to our customer is above and beyond so price will set as high cost. Promotion: First as our resort is the new business into industry so we select lot of many different promote as to know which type package that suitable for our guests. Especially we will promote our resort as possible for the well-know resort after that will create new package for our guests. -

Giving 5% discount in valentine day for a lover and limited for 5 couple.

-

Booking before a month give 5 % discount in shoulder season and limited for the 20 booking at early.

-

Booking more than 5 cottage give 10 % per for 2 booking in a day.

-

For pre-wedding photo will give a special price.

19


-

In birthday will give a special cake and free for take photos.

Human Resource Strategy Our resort would like join as to be part of human resource management and we would really proud to present how the way we management in our resort. Although no matter what will happened this part is really important for every position when working in service industry. How does human resource management help in service industry? They will have involvement and responsibility for a full range of Human Resources activities including recruitment, Talent management and Industrial / Employee Relations. Human Resources management team can explain the best way for the want and need of the customer so we can fitful all of the want of customer more than they expect. Our resort would like to serve above and beyond memory for all visitors that come to spend time in our resort. And all of the staff has been trained as a high quality and the customer can enjoy with a good memory experience. (Retrieved Nov 28, 2011 from: http://www.almondresorts.com/employment/. http://www.almondresorts.com/employment/.)) Finance Strategy For financial strategic we have to analyze cost, revenue, expense, profit and depreciation. All of financial should be gain high profit and cut out cost then the business running in the high position of the profit. The business has to calculating all of financial statement to evaluation about the profit that the business will get from in every day and summarize by monthly. After we have to does the financial statement we could see the problem of finance and keep that point to improve and create the solution for solved. Operation Strategy - To improve our business for support customer. - To decrease costs but still have a quality to attract attr act the new customer and make customer become a loyalty.

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Conclusion A resort is a place used for relaxation or recreation, attracting visitors for holidays or vacation. Resorts are places, towns or sometimes commercial establishment operated by a single company. The famous resort of the ancient world was Baiae, Italy, popular over 2,000 years ago. For the history or empire of resort was origin from Roman empire: Bath ( This era was origin from small bath and develop to the largest one in the next time ), Europe: Mass Follows Class (This era was spa cured of a long-term illness when he bathed in the iron-rich waters near Liege.), and North America: (This era like Europe empire, there was spa hotel and then developed to the seaside resort and shortly shortl y developed to the luxury resort). Types of resorts can separate to 6 types of them there are Sea-side resort; these resorts are located on the coast or may be called beach resort., Ski-resort; is the resort that are developed for skiing and winter sports and in Europe almost located in a town or village in a ski area – a mountain area., Destination-resort; is a resort that contains, in and of itself, the necessary guest attraction capabilities — that that is to say that a destination resort does not need to be near a destination (town, historic site, theme park, or other) to attract its public., Sparesort; is a short term residential/lodging facility with the primary purpose of providing individual services for spa-goers to develop healthy habits., Golf-resort; are resorts that cater specifically to the sport of golf, and include access to one or more golf course and or clubhouse., and Luxury-resort; Luxury-resort; often boast many visitor activities and attractions such as golf, water-sports, spa and beauty facilities, skiing, natural ecology and tranquility. There are many resorts in Chiang Rai but almost of them just provide accommodations and a bit of activities so we need to provide a full service of resort that we established ING KHAO RIVER HOUSE RESORT. Our resort likely to provide the best service or high quality to tourist and would like to make them return to the resort again with their impressive.

21


Chapter 3 Market feasibility Study and Analysis

22


Chapter 3: Market Feasibility Study Market Analysis 3.1 General Environment Analysis In order for our resort to effectively compete in an industry, an analysis of its specific industry must must be undertaken. undertaken. This is done done to provide our resort with a description of the elements in society that directly affect the industry and the direction managers must take to implement appropriate strategies to survive. This study is commonly referred to as the general environmental analysis. It primarily consists of six primary factors, which are political/legal, economic, socio-cultural, demographic, technological, and global. These six sections describe the external environmental factors our resort must understand to effectively compete in a specific market. 3.1.1 Politics Factors The two protagonists of Thailand‘s political conflict have committed acts that have seriously undermined confidence in tourism. The Th e yellow shirts‘ occupation of Bangkok‘s international airport in December 2008 caused major disruption to tourism in Thailand and Thailand‘s reputation as a transit point for international travelers and airline operators. The Thai tourism industry was making headway in recovering from this event when the current opposition, red shirts, managed to up the political ante by storming the venue of the ASEAN heads of government conference this month in Pattaya which resulted in the rapid evacuation of 15 heads of o f state from most of Thailand‘s major tourism source markets. Some of those heads of state never made it Thailand. The aircraft carrying Australian Prime Minister Kevin Rudd being forced to turn back to Australia while en route to Pattaya. If political activists want to guarantee that a country attracts negative travel advisories which will deter tourism, then disrupting a meeting of heads of state from your country‘s main source markets will certainly do the trick. The red shirts‘ actions were designed to undermine the authority of Thai Prime Minister Abhisit Vejjajiva but if this was the aim it has been a pyrrhic victory that that has undermined Thailand‘s national reputation.. reputation. . The Thai Tourism Authority (TAT) to its credit has been quick to respond the developments, but it will take a great deal more than soothing words from TAT officials to bring the tourists back in a hurry. One of a range of strategic approaches is to bring media and tourism industry leaders from key source markets to see for themselves (as they did

23


following the December 2004 tsunami) that Thailand is indeed a safe and tourist friendly destination. Indulging in spin won‘t cut it for Thailand‘s tourism industry right now. (References: http://www.eturbonews http://www.eturbonews.com/8828/tourism-and-p .com/8828/tourism-and-politics-collide-thailand-and olitics-collide-thailand-and-fiji -fiji)) 3.1.2 Economics Factors Tourism as a leading economic indicator in term of its importance to the economy is expected to contribute 14.7% to the countries Gross Domestic Product (GDP). In figures released by the World Tourism Council 11.1% of total jobs come from the sector which will provide more than 4 million jobs this year. Thailand's reliance on tourism ranks as number 2 in Southeast Asia and 24th in absolute size in the world. In direct terms there is a 6.5% direct contribution to GDP but add to this employment, capital investment, government expenditure and exports of tourism connected services, merchandise and exports and a true picture emerges on the importance of the sector.

Figure 3.1

(References:http://www.thephuketinside (References:http://www.thephuketinsider.com/tourism/tourism_impac r.com/tourism/tourism_impact_on_thailands_e t_on_thailands_econo cono my_by_numbers.php , http://www.thaiwebsites.com/tourism.asp http://www.thaiwebsites.com/tourism.asp))

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3.1.3 Socials Factors Currently has been an increase in the number of people it has been in and out migration. Out to work outside the country and the arrival of foreigners, which have an impact on the cultural changed occur, such as speech, dress and traditions, some of which change. Education in the country began to focus more and more foreign languages. In 2011, Thailand has problems such as earthquake, flood, fire, natural forests increase because of human activities. As a result, a lot of impact the geographic, economic, transportation, communications ecosystem, including the well-being of the population is changing. Moreover, this year has been affected by the protesters off the road until the traffic the problem of unemployment, income loss, etc. (Reference:http://www.google.co.th/#s (Reference:http://www.google.co.th/#sclient=psyab& client=psyab&hl=th&source=h hl=th&source=hp&q=social+fac p&q=social+factors+in tors+in +resort&pbx=1&oq=social+factors+ +resort&pbx=1&oq=social+factors+in+resort&aq=f&aq in+resort&aq=f&aqi=&aql=&gs_sm= i=&aql=&gs_sm=e&gs_upl=2 e&gs_upl=2565l3 565l3 9430l0l40227l39l26l10l3l4l2l781l13091l3 9430l0l40227l39l26l10l3l4l2l781l13091l31.15.9.1l39l0& 1.15.9.1l39l0&bav=on.2,o bav=on.2,or.r_gc.r_pw.,cf.osb& r.r_gc.r_pw.,cf.osb&fp= fp= 105a720605a2f446&biw=102 105a720605a2f446&biw=1024&bih=509 4&bih=509)) 3.1.3 Technology Factor Technological changes within tourism surround several different factors from medical advances to the innovative space tourism. Similar to tourism, technology is an ever changing and sometimes unstable business. Better communication, transport and safety have encouraged new consumers to the industry. Improvements in water supply, medicine and knowledge have meant areas are opened up which were not possible before technological advances. In today‘s society in which a consumer wants easier, quicker and cheaper service only technology has helped tourism fulfill the customers demand. So our resort will should new technology for comfortable. (Reference:http://www.google.co.th/#hl=th&cp=10&gs_id=5n&xhr=t&q=technology+factor (Reference:http://www.google.co.th/#hl=th&cp=10&gs_id=5n&xhr=t&q=technology+factor s+in+resort&pq=social+factors+in+resort&pf=p&sclient=psyab&source=hp&pbx=1&oq=tec hnology+factors+in+resort&aq=f&aqi=&aql=&gs_sm=&gs_upl=&bav=on.2,or.r_gc.r_pw.,c f.osb&fp=105a720605a2f446&biw=1024&bih=509 )

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3.1.2 Competition Analysis (3C Analysis) We can classify the competition analysis to 3 part, Competitor Analysis, Customer Analysis, and Competitive Analysis (3C Analysis). In Chiang Rai Province is a biggest province in the north part of Thailand and has more population about 1,248,242persons (Department of Internal Trade, October2552). The most important things at Chiang Rai are travel provinces that have so many people want to invest business in Chiang Rai. Then many business was become invest in Chiang Rai. Such as tour agency, super store, or shop and resort. So Chiang Rai has high competition resort because Chiang Rai has more minorities. They can use their ideas to create resort and product for sale in Chiang Rai for the travelers. Therefore we use 3C analysis to analyze the competition in Chiang Rai. (Referencehttp://www.farang-mike-in (Reference http://www.farang-mike-in-issan.asia/issan -issan.asia/issan-thailand-information/chian -thailand-information/chiang-rai-ang-rai-anintroduction/ ) Competitor Analysis We will open resort in Mae Kon, Muang District of Chiang Rai. It is close to rural and urban. Then we can explain competitors as follows Laluna Resort Place: We are located only minutes from the famous night bazaar and centre of town, and a 15 minute drive to the airport and bus station. 160 Moo. 14 Sanambin Road Muang, Chiang Rai 57000 Thailand. Tel: +66 8 79105620 Product: Facilities and services

24 hr reception

Wedding&Banquet

24 hr room service

Safety box at front desk(Charges)

24 concierge

Free WI-FI all areas

CCTV and security 24 hours

Free WI-FI in guest rooms

26


Free parking

Internet service at lobby(charges)

Restaurant

Laundry & dry cleaning service

Bar

Ticket confirmation service

Café

Private transfer service to nearby districts, Chiang Mai, Laos(Charges)

Wheelchair access

Fax service

Massage service

Doctor on call

Baby cot

Postal service

Satelite Cable

Public phone

Travel Agent

Long distance and oversea call

Tour desk service

Left luggages

Car, motorbike, bicycle rental

Outdoor swimming pool

Airport transfer(Charges) transfer(Charges) Local taxi/tuktuk service(Charges) service(Charges)

Kid pool Jacuzzi

Meeting&Seminar

Pool service

Price

Flexi net rate A Bed Breakfast ROOM TYPE Standard bungalow garden twin bed

THB 3,000 /night

Flexi net rate B Bed+Breakfast+Dinner + Free pick up from airport flight arrival between 6am-6pm THB 3,800 /nigh

27


Superior bungalow king size

THB 3,600 /night

THB 4,000 /night

Poolside View Access bungalow Twin Bed

THB 3,800 /night

THB 4,200 /night

Poolside View Access bungalow King size bed

THB 4,200 /night

THB 4,500 /night

EXTRA BED(Including 1 ABF)

THB 600 /night

THB 600 /night

BABY COT

THB 350 /night

THB 350 /night

BOOKING CONDITIONS:

Any cancellation received within 7 days prior to arrival will incur the first 1 night charge. Failure to arrive at hotel will be treated as a No-Show will incur the first night charge. No refund will be given after guest checked in.

Promotion: Best value package (3 days / 2 nights) 7,900. - Baht/package Baht/package , Honeymoon Package (5 days / 4 nights) 27,500. - Baht/package Baht/package,, Long weekend holiday package (7 days / 6 nights) 37,900. - Baht/package Baht/package,, Thai cooking Package (4 days / 3 nights) 18,900. - Baht/package , Long stay package (30 days) 39,900. - Baht/package, Baht/package, Golf package (3 days / 2 nights) 10,500. - Baht/package, Baht/package, Bicycling tour package (3 days / 2 nights) 13,900. - Baht/ package , Package Motorbike tour package (3 days / 2 nights) 13,900. - Baht/ package (Reference http://www.lalunaresortchiangrai.com/ )

28


Baan Kiang Dao @ Phu Plai Fah Place: Its central location, Baan Kiang Dao @ Phu Plai Fah is within easy reach of most tourist attractions and business addresses in Chiang Rai. 389 Ban Suandok, Amphoe Mueang Chiang Rai, Chiang Rai, Thailand 57000 Product:

Facilities

Room Facilities

Car Park

Complimentary Bottled Water

Laundry Service / Dry Cleaning

DVD / CD Player

Pets Allowed

Fan

Restaurant

Hair Dryer

Room Service

Ironing Board

Tours

Jacuzzi Bathtub

Wi-Fi

Non Smoking Rooms Refrigerator Separate Shower And Tub Shower Television LCD / Plasma Screen Wireless Internet Access (Complimentary) (Complimentary)

29


Air Conditioning Balcony / Terrace Coffee / Tea Maker

Price: Tubtim: 4000 Baht/Night + Breakfast for 4 Person Extra beds 300 Baht/Person Chom Jaan: 7800 Baht/Night + Breakfast Bed occupancy of 10 persons Leelawadee: 2000 Baht/Night + Breakfast for 2 Person Extra beds 300 Baht/Person Aunchan: 1500 Baht/Night + Breakfast for 2 Person Extra beds 300 Baht/Person Ratree : 1500 Baht/Night + Breakfast for 2 Person Extra beds 300 Baht/Person PoungSaad: 1500 Baht/Night + Breakfast for 2 Person Extra beds 300 Baht/Person KhoyMai: 1000 Baht/Night + Breakfast for 2 People PoungClam: 2000 Baht/Night + Breakfast for 2 Person Extra beds 300 Baht/Person RimNam1: RimNam1: 3000 Baht/Night + Breakfast for 4 Person Extra beds 300 Baht/Person RimNam2: 6000 Baht/Night + Breakfast for 12 Person Extra beds 300 Baht/Person Camping: Camping: 300 Baht/Person + Breakfast

Promotion: Reservation at the Baan Kiang Dao @ Phu Plai Fah Save Up to 10-70%, with systems that allow you to confirm your reservation fast and safe. (Reference http://www.baankiangdao.com/index.p http://www.baankiangdao.com/index.php?lg=en hp?lg=en))

30


Mohn Fah Sai Home Resort Place: 114 Moo 8, Baan Doo, Muang, Chiang Rai 57100 Tel: 0-5377-6129, 0-5377-6329 Fax: 0-5377-6328 Mobile: 08-1980-7501 Product: Each room boasts of air conditioning, complimentary bottled, hair dryer, shower inside the room. Customer will find laundry/ dry cleaning, Wi-Fi in public areas, restaurant, and hotel guests can use the service, Outdoor swimming pool. To relaxes and exercises. Customer will find that service-oriented hotel with superb facilities, this is worthwhile place. Price: Room Type

No. of Room

Room Rate

Superior

Double 2

1,200

Deluxe

Double/ Twin 2

1,500

Executive

Double/ Twin 10

1,800

Junior Suite

Double 5

2,200

Family Room1

Double/ Twin 1

2,500

Family Room2

Double/ Twin 1

4,500

 -

3rd pax/ Extra Bed & child Policy Baht 400 is charge for extra bed/person include breakfast Child under 12 sharing same room is F.O.C. on room only; 50% off meal rates

Promotion: Book the Mohnfahsai Home Resort Orlando online 24 hours a discount a maximum 70%. (Reference: http://www.mohnfahsai.com/ )

31


Maeyao Resort. Place: 342 Soi 1, Moo 17, Baan Dongjaroen Maeyao, Muang, Chiang Rai 57000 Tel: 02-964 1915, 089-694 9930 Fax: 02-964 2701 Product: Each room boasts of. Air conditioning, desk, balcony / terrace, fan, so convenient to stay in Chiang Rai has parking for customers. Guests will enjoy the park for exercise and recreation. Price: House

Price (฿) / Night

Facilities

Amount

Twin Clay House

2,000

2 bedrooms, 2 bathrooms, Air-conned, TV. Refrigerator, hot shower.

1 House

Single Clay House

1,500

1 bedroom, 1 bathroom, Air-conned, TV., Refrigerator, hot shower.(clay bed)

2 Houses

Single Clay House

1,000

1 bedroom, 1 bathroom, Fan, TV., Refrigerator, hot shower.(clay bed)

4 Houses

Single Teak House

1,000

1 double room, 1 bathroom, Fan, TV. Refrigerator, hot shower.

3 Houses

Promotion: Tours: cruise the Mae Kok. Contact Karen village elephant friendly both cultural and natural. Car Rental: Four PA 1,500 + per / day, with a driver, not oil. (Reference http://www.maeyaoresort.com/ )

32


Doi Hom Fha Resort & Spa Place: Doi Hom Fha Resort is located in Mae Chan Valley, Ban Pamieng, Amphoe Maechan Maechan in Chiang Rai Province. Approximately 30 kms from Chiang Rai Airport, Approximately 40 kms from Chiang Rai Town, Just 30 mins' drive to Myanmar border, Just 30 mins' drive to Loas border Product: Hotel Facilities

Hotel Services

• Guest Guest Service Counter

• Check in is from f rom 2.00 p.m.,

• Lobby Bar

Check out is 12.00 noon

• Meeting & Banquet

• Kradas-Sa Kradas-Sa & Bai Cha Restaurant

• Post & Mailing Service

• Swimming pool

• Business Corner

• Spa

• Gift Shop

• Pool table

• Wine Shop

• Bar

• Outdoor Swimming Pool

• Resort Transport Service

• Pool Bar • Kadassa • Baicha Restaurant • Winery Tour Service • Tea Plantation Tour Service

33


Price: Room Type

Room Rates (Baht)

• Deluxe Mountain View

6,500 ++

• Deluxe Lake View

6,500 ++

• Moonlight Deluxe

7,500 ++

• Honeymoon Villa

8,500 ++

• Pool Villa

15,000 ++

Promotion: Doi Hom Fha Resort Chiangrai, Room pool villa. Price: 7,290 baht Price: 15,000 baht (Reference: http://www.doihomfharesort.com/ )

The Imperial River House Resort Place: 482 M.4, Mae Kok Road, T. Rim Kok,A. Muang Chiang Rai 57100 Thailand

Tel:+66(053)750830-34 Tel:+66(053)750830-34 Fax:+66 (053) 750 822 Email : [email protected]

34


DELUXE ROOM

DELUXE ROOM

BALCONY SUITE

SUPERIOR

Room Amenities,

Room Amenities

Balcony Riverview Suite

Room Amenities

Bathroom with a

Bathroom with a

Amenities (additional

Bathroom and a

bathtub and a

bathtub and a

features)Walk in closet

shower stall Day Bed

separate shower

separate shower

Whirlpool bathtub Private

Minibar, refrigerator,

cabin Day Bed

cabin Day Bed

veranda with elegant

tea/coffee making

Minibar,

northern Thai style sofa

facilities Stereo sets

refrigerator,

Room Amenities (all room

for cassette, CD and

tea/coffee making

types)Bathroom with a

VCD 25" flat screen

facilities

bathtub and a separate

TV with cable

shower cabin Day Bed

network Electronic

Minibar,

safety deposit box

refrigerator,tea/coffee

Individually

making facilities Stereo

controlled air

sets for cassette, CD and

conditioning

VCD 25" flat screen TV

Hairdryer, bathrobes,

with cable network

slippers, umbrella

Electronic safety deposit

Wireless internet

box Individually controlled

access

air conditioning Hairdryer,

(Complimentary) Iron

bathrobes, slippers,

and iron board (on

umbrella Wireless internet

request) IDD phone

access (Complimentary)

Bathroom amenities

Minibar, refrigerator, tea/coffee making facilities Stereo sets for cassette, CD and VCD 25" flat screen TV with cable network Electronic safety deposit box Individually controlled air conditioning Hairdryer, bathrobes, slippers, umbrella,Wireless internet access (Complimentary) Iron and iron board (on request) IDD phone Bathroom amenities Daily fruit plate

Stereo sets for cassette, CD and VCD25" flat screen TV with cable network Electronic safety deposit box Individually controlled air conditioning Hairdryer, bathrobes, slippers, umbrella Wireless internet access (Complimentary)

Iron and iron board (on

Iron and iron board

request)

(on request) IDD phone Bathroom amenities Daily fruit plate

IDD phone Bathroom amenities Daily fruit plate

Daily fruit plate.

35


Price: 1 person

2 person‘s

Breakfast

Deluxe Room

3800

3800

Yes

Deluxe Riverview

4300

4300

Yes

Balcony Riverview Suite

6600

6600

Yes

Room

Promotion: BOOK NOW IMPERIAL - MORE SAVE & MORE BENEFI read more Conditions: Valid from now until 29 February 2012.Complimentary daily breakfast and free WiFi. Complimentary round trip airport transfer all rates are subject to 10% service charge and 7% VAT. (Reference http://www.imperialriverhouse.com/ )

At Chiang Rai Resort Place: 138/11 Moo 1, Tambon Wiang, A. Muang in Chiang Mai, Muang District, Chiang Rai, Chiang Rai, Thailand 57000. Production: Hotel Production: Hotel Feature: Wi-Fi in public areas, car park, laundry service/dry cleaning, cleaning, restaurant, room service, airport transfer, tours Room Amenities

:

air

conditioning,

bathrobes,

hair

dryer,

television, shower, mini bar, satellite/cable TV, DVD/CD player, internet access – wireless (complimentary), (complimentary), refrigerator Sports and Recreation: massage, pool (kids), outdoor pool, garden

36


Price: - Superior Superior Room: Room Rate 2200 Baht, Baht, Deluxe Room: Room Rate 2500 Baht - Superior Room: There are 16 rooms. Each with size 22 square meters. - Deluxe Room: There are 16 rooms. Each with size 27 square meters. Promotion: Superior room: 900 THB (reduced from 2200 THB) - Deluxe room: 1000 THB (reduced from 2500 THB) Referencehttp://www.be3.com/en Reference http://www.be3.com/enus/asia/thailand/chia us/asia/thailand/chiang_rai/at_chia ng_rai/at_chiangrai_resort.h ngrai_resort.html?cur=T tml?cur=T HB Customer analysis Chiang Rai is the province that rich in tourism resources in terms of natural attractions, antiquities and evidence of its past civilization. It is also home to several hill tribes who follow fascinating ways of life. Chiang Rai is also a tourism gateway such as Myanmar, Cambodian, India and Laos. Chiang Rai is the most tourist come to travel in winter season because they have good weather and have many special natural attractions. So suitable for tourists who want to relax and enjoy with natural. Most of tourist that come to Chiang Rai so tourist in country they want come with family for relax and enjoy in long time. All most come in past of weekend or festivals. So we open the resort to answer Thai tourist spend time and money in Chiang Rai, Thailand. Our resort mainly focuses in family group for spending in resort as long time. For foreigner tourist most come with friends or tour company. They not spent time long but they just stay short time and continues to another province. Most of tourist comes from Thai tourist. So most of resort comes from Thai tourist however have both of tourist in country and out country.

37


38

Figure 3.2

(Reference http://www.chiangrai.net/dashboard19/ ) Total revenue from tourism in the Chiang Rai province.

Revenue (million). 2549

2550

2551

2552

7,012.43

7,462.35

7,770.31

6,603.43

Tourist

2,361.77

2,356.60

2,863.61

2,801.21

Total

9,374.20

9,818.95

10,633.92

9,404.64

Thai Tourist Foreigner

Figure 3.3

(Reference http://www.chiangrai.net/dashboard19/ ) Competitive Analysis Competitive advantage is the ability of an organization that competitors cannot imitate. The competitors have to take some time to adjust itself before the edge of our capabilities, such as innovation management within the organization management organization. The image of the organization is the most important factors in achieving a competitive advantage in the knowledge that the organization is trying to build up with learning and developing a learning organization from the executive to the knowledge of the staff to focus on the organization. Our resorts choose the Natural Resort was located in Chaing Rai. The resort guests will enjoying enjoying the various kind of activities such as mountain mountain slider, ox cart cart riding, biking, joking, place for the people who like to take photo, feeding, fishing and drawing. Our resort


has only 10 houses each house has variety stay and around our resort has many destinations such as White Temple, Kunkorn Waterfall and Boon Rod farm. The resort has not far away from city the Airport and bus station. So for the activities and accommodation are difference from competitors in Chiang Rai this is strength from our resort and we think this point is very important to take customer go to visit and can earn more profit. (Reference:http://cpl-consult.com/Docum (Reference :http://cpl-consult.com/Document/General/Doc ent/General/Document_genera ument_general_1.html l_1.html))

STP Analysis Segmentation

Classification Segmentation Chiang Rai (785 km), located at the northern tip of Thailand in the very heart of the Golden Triangle, gains fame from its it s scenic views, exotic hilltribes and exciting elephantback riding tours.Chiang Rai is the province that has many tourist come to travel , so it make Chiang Rai has more hotel and resort. Resort in Chiang rai has many types and many levels as follow. Minimum Requirements for AA Recognition One Star Hotels Hotels in this classification are likely to be small and independently owned, with a family atmosphere. Services may be provided by the owner and family on an informal basis. There may be a limited range of facilities and meals may be fairl y simple. Lunch, for example, may not be served. Some bedrooms may not have en suite bath/shower rooms. Maintenance, Maintenance, cleanliness and comfort should, however, always be of an acceptable standard. Such as general resort.

39


Two Star Hotels In this classification hotels will typically be small to medium sized and offer more extensive facilities than at the one star level. Some business hotels come into the two star classification and guests can expect comfortable, well equipped, overnight accommodation, usually with an en-suite bath/shower room. Reception and other staff will aim for a more professional presentation presentation than at the one star level, l evel, and offer a wider range of straightforward services, including food and and drink. Such as River Hill Resort, Wanawad Resort Three Star Hotels At this level, hotels are usually of a size to support higher staffing levels, and a significantly greater quality and range of facilities than at the lower star classifications. Reception and the other public rooms will be more spacious and the restaurant will normally also cater for nonresidents. All bedrooms will have fully en suite bath and shower rooms and offer a good standard of comfort and equipment, such as a hair dryer, direct dial telephone, toiletries in the bathroom. Some room service can be expected, and some provision for business travelers. Such as Du Doi Suay Resort, Phowadol Resort & Spa, Imperial Golden Triangle Resort Four Star Hotels Expectations at this level include a degree of luxury as well as quality in the furnishings, decor and equipment, in every area of the hotel. Bedrooms will also usually offer more space than at the lower star levels, and well designed, designed, coordinated furnishings and decor. The en-suite bathrooms will have both bath and fixed shower. There will be a high enough ratio of staff to guests to provide services like porter age, 24-hour room service, laundry and dry-cleaning. The restaurant will demonstrate a serious approach to its cuisine. Such as The Imperial River House Resort, The Legend Chiang Rai Boutiqu e River Resort & Spa, Rimkok Resort

40


Five Star Hotels Here you should find spacious and luxurious accommodation throughout the hotel, matching the best international standards. Interior design should impress with its quality and attention to detail, comfort and elegance. Furnishings should be immaculate. Services should be formal, well supervised and flawless in attention to guests' needs, without being intrusive. intr usive. The restaurant will demonstrate a high hi gh level of technical skill, producing dishes to the highest international standards. Staff will be knowledgeable, knowledgeable, helpful, well versed in all aspects of customer care, care, combining efficiency with courtesy such as Le Meridien Chiang Rai Resort, Katiliya Mountain Resort & Spa, Dusit Dusit Island Resort, Anantara Resort Resort & Spa Golden Triangle (Reference http://www.onecaribbe http://www.onecaribbean.org/content/files/hote an.org/content/files/hotelcalssification(1).pdf lcalssification(1).pdf )

Psychographic Segmentation - Psychographic Psychographic is the segmentation that separate people with their mood or emotional such as lifestyle, personality, etc. All of these factors has effected with people or tourists. For this business there are high levels of people or a bit high class of tourists that means the tourist who will stay in the resort will be the person who have abilities to pay for high price and love to travel with luxury resort or depended on tourists‘ lifestyle. The resort is suitable for tourist who loves to do the activities and love natural. - Behavioral Segmentation Thai and foreigners tourists prefer to travel in Thailand, the city always with smile and good scenery. Many people like to take leisure and stay at the accommodation that can relaxed them with natural and good environment. Not only the accommodation, have they preferred to buy some souvenirs from the resort or destination that they take time for recreation. The segmentation categories discussed above are specifically focused on the tourist consumer or visitor. As such they result in the production of the most usable, reliable and detailed visitor profiles as possible. However, they do not consider the visitor‘s relationship with the destination or tourism product. As it‘s very likely that people with similar geodemographic and/or psychographic profiles may have different interactions with

41


the same destination or other tourism product, it is also necessary to focus on tourists‘ behaviour in relation to a particular tourism or destination product. This form of segmentation has several dimensions but, in general, it aims to group consumers in terms of their relationship with the destination product, for example, whether they are first-time or regular visitors, the purpose of their visit, loyalty and their attitudes to the destination before segmenting on the basis of behaviour or benefits sought. The commercial models considered above do not sufficiently facilitate this segmentation approach. (Referencehttp://www.insights.org.uk (Referencehttp://www.insights.org.uk/articleitem.aspx?title=Seg /articleitem.aspx?title=Segmenting%20the%20To menting%20the%20Tourism urism %20Market) %20Market)

Target Market The target markets of Ing Khao Resort are focus on the family tourists and everyone who want to touch the new experience of accommodation in Chaing Rai. Although, tourists want to do the innovation of activities that are crating by our resort that they never touch before.

42


Product Positioning

Figure 3.4

Products positioning of ING KHAO RESORT RIVER HOUSE are provides the variety and differences of service from other competitors such as outdoor activities, mountain slider, farming, feeding, planting, and etc. For the service, we have to provide the quit high quality to the customer or tourists. The differentiation between ING KHAO RESORT RIVER HOUSE and other resort in Chaing rai are the products and services of our business so we can put the position at the medium of position not higher than Le‘meredian resort because we just have a few of house for rental but higher than other low cost of resort such as Chomna and Laluna resort because they has a few of activities and may be not quit good service there.

43


Sales Forecast Year 1

Figure 3.5

Year 2

Figure 3.6

44


Year 3

Figure 3.7

Year 4

Figure 3.8

45


Year 5

Figure 3.9

46


Chapter 4 Investment

47


Chapter 4: Investment Cost of investment Pre-operating cost For the pre-operating cost our resort has to pay for f or the landscape expense, certificate as business registration and other expense as the registered and installation of overhead equipments. - Product and Operations Analysis Cost of Investment Pre-Operation Description

Amounts ฿

Landscape: Land Land adjust expense Drawing Building

41,760,000 14,400,000 2,770,200 19,800,000

Certificate: Business Registration

50,000

Etc: Etc: Water supply registered and installation Electricity register and installation Internet fee installation Telephone installation True vision installation Vehicle Equipment Total Figure 4.1

57,000 53,400 4,500 3,700 2,000 960,000 2,024,501 81,885,301

48


Investment Cost Investment

Amount

Depreciation

Annual DEP.

Monthly DEP.

Hunter River

2,200,000

20 years

110,000

9,166

Toda House

2,200,000

20 years

110,000

9,166

Provence

1,200,000

20 years

60,000

5,000

Viceroy Bali

1,200,000

20 years

60,000

5,000

Whim Architecture

800,000

20 years

40,000

3,333

Drew House

800,000

20 years

40,000

3,333

Hidalgo Hartmann Arquitectura

2,400,000

20 years

120,000

10,000

Calistoga Residence

1,000,000

20 years

50,000

4,166

Brooklyn

1,000,000

20 years

50,000

4,166

Swellendam House

2,400,000

20 years

120,000

10,000

Lobby

2,000,000

20 years

100,000

8,333

Building

49


Central part

2,600,000

20 years

130,000

10,833

19,800,000

20 years

730,000

60,831

EVT chalet Proof

700,000

5 years

140,000

11,666

EVT golf plus D

110,000

5 years

22,000

1,833

Rickshaw

120,000

5 years

24,000

2,000

Bicycle

30,000

5 years

6,000

500

Total

960,000

5 years

192,000

15,999

Air condition

182,400

5 years

36,480

3,040

Television Sony 22"

74,900

5 years

14,980

1,248

Water heater

570,000

5 years

114,000

9,500

Total

Vehicle

machine

50


Coffee grinder

15,800

5 years

3,160

263

Sharp XEA102 Cash

9,980

5 years

1,996

166

Lavatory

2,990

5 years

598

49

Shaker

42,000

5 years

8,400

700

Automatic Hand

18,000

5 years

3,600

300

20,920

5 years

4,184

348

936,990

5 years

187,398

15,614

478,800

3 years

159,600

13,300

1,087,511

5 years

217,502

18,125

Register

dryer

Absolute home entertainment 2.4m

Total

Computer max 21.5 N Total

Furniture Total

51


52

# Machine/ Tool/ Equipment Where

Furniture/type of room

picture

Price

Set Bed Room (Big) 49,900 dining room

1 Hunte River

21,900 Bath room set

River side small house

16,400 Bookshelf

3,450

Flower vase

Sofa

690*3=2,070 690*3=2,070

44,900

Carpet

650*3=1,950

Mirror

490

lamp (table)

1,690

Air condition

15,200


television Sony 22"

53

7,490

Bin

159*3=477

Ram towel

190*2=380

Curtain

side table

Pillow

650

19,000

598*2=1,196

Floor lamp

9,990

Artificial flower

2,995

bath accessories

418

water hitter Set Bed Room (Big)

5,700 49,900


2

dining room 21,900

Toda House Riverside small house

54

Bath room set 16,400 Bookshelf

3,450

Flower vase

Sofa

690*3=2,070 690*3=2,070

44,900

Carpet

650*3=1,950

Mirror

490

lamp (table)

1,690

Air condition

15,200

television Sony 22"

Bin

7,490

159*3=477


Ram towel

Curtain

side table

Pillow

55

190*2=380

650

19,000

598*2=1,196

Floor lamp

9,990

Artificial flower

2,995

bath accessories

418


water hitter

56

5,700

Set Bed Room (Big)

28,500

set Bed Room (Small)

24,900

Bath room set

16,400*2=32,800 16,400*2=32,800

sofa

16,000

dining room

28,260

Bookshelf

3,450

dining room

28,260

3 Provence House River side big house


57

Artificial flower

2,995

bath accessories

418

Carpet

650*3=1,950

Mirror

490

lamp (table)

1,690

Air condition

15,200

television Sony 22"

7,490

Bin

159*3=477

Ram towel

190*2=380

Curtain

650


58

side table

19,000

Pillow

598*2=1,196

Floor lamp

9,990

Artificial flower

2,995

bath accessories

418

water heater

5,700*2=11,400 5,700*2=11,400

Set Bed Room (Big)

28,500


24,900

Bath room set

16,400*2=32,800 16,400*2=32,800

dining room

28,260

Sofa

16,000


59

4 Viceroy Bali house

Bookshelf

3,450

River side big house Artificial flower

2,995

bath accessories

418

water hitter

5,700

Carpet

650*3=1,950

Mirror

490

lamp (table)

1,690

Air condition

15,200

television Sony 22"

Bin

7,490

159*3=477


Ram towel

Curtain

side table

Pillow

60

190*2=380

650

19,000

598*2=1,196

Floor lamp

9,990

Artificial flower

2,995

bath accessories

418

water heater

5,700*2=11,400 5,700*2=11,400

5 Whim

Bed room set

38,900

Dining Room

19,900

Architecture house Farm side small house


61

Bath room set

16,400

Bookshelf

3,450 650

Curtain 22,900 Sofa set 7,200 Carpet 15,200 Air conditioner 7,400 Television Sony 22‖ 159 Bin 190

Towel 598 Pillow 850

Mirror


62

995

Floor Lamp 418

Bath accessories 590

Flower vase water hitter

5,700

38,900 Bed room set 19,900

6

Dining Room

Drew House Farm side small house Bath room set

16,400

Bookshelf

3,450 650

Curtain 22,900 Sofa set


63

7,200 Carpet 15,200 Air conditioner 7,400 Television Sony 22‖ 159 Bin 190 Towel 598 Pillow 850

Mirror 995

Floor Lamp 418


Flower vase 5,700 water hitter


64

27,900 Bed room set ( Big) 24,900 set Bed Room (Small)

Bath room set

16,400*2=32,800 16,400*2=32,800 17,900

Dining Room

Bookshelf

3,450 21,00

Sofa set

7

650

Hidalgo Hartmann Arquitectur a hous

Curtain 7,200 Carpet

Farm side Big House

15,00 Air conditioner 7,400 Television Sony 22‖ 159 Bin


65

190

Towel 598 Pillow 850

Mirror 995

Floor Lamp 418


Flower vase 5,700 Water heater 21,900

8 Dining Room

Calistoga Residence house Mountain side small

Bookshelf

18,950

Table for the living room 16,400 Bath room set

Room Bookshelf

3,450


66

590

Flower vase 19,500

Sofa

1 set 299

Carpet 82,700 Bed room set 850

Mirror 995/1

Lamp 15,200/1 Air condition 7,490 Television Sony 22‖ 270 Bin 190 Ram towel 650/1

Curtain


67

5,700 Water heater

Bath accessories

418 598

Pillow 21,900 Dining Room

Table for the living room

18,950

Bath room set

16,400

Bookshelf

3,450

9 Brooklyn house Mountain side small house

590

Flower vase 19,500

Sofa

1 set 299

Carpet


68

82,700 Bed room set 850

Mirror 995/1

Lamp 15,200/1 Air condition 7,490 Television Sony 22‖ 270 Bin 190 Ram towel 650/1

Curtain 5,700 Water heater

Bath accessories

418


69

598 Pillow

Set Bed Room (Big)

28,500


24,900

Bath room set

10

Bookshelf

16,400*2=32,800 16,400*2=32,800

3,450

Swellendam House Mountain side big house

Flower vase

Sofa

590*4=2,360 590*4=2,360

19,000*2=38,000

Carpet

1,300*5=6,500

Mirror

850*2=1,700

lamp

995*2=1,990

Air condition

15,200*2=30,400 15,200*2=30,400


television Sony 22"

70

7,490*2=14,980 7,490*2=14,980

Bin

159*5=795

Ram towel

Curtain

side table

Pillow

Floor lamp

190*4=760

650

19,000

598*4=2,392

9,990*2=19,980 9,990*2=19,980

Artificial flower

2,995

bath accessories

418*2=836

water hitter

5,700*2=11,400 5,700*2=11,400


Central part

71

Artificial Flowers

1795 * 5 = 8975

Flowers Vases

190 *10 = 1900

Clocks

590 * 4 = 2360

Printed Pictures & Canvas

350 *5= 1750

Table Lamp

1300 *5 = 6500

Floor Lamp

900 *3= 2700

Picture Frames

350*10= 3500

Pendant & Ceiling Lamp

1290 *4 = 5160

Compact kitchen

49,900

Rectangle Tables

3,390 *7= 2370


Sofa L-Shape

Sofa

72

59,900 *4 =239600

21,000

Coffee Tables

Carpet

Side Tables

5,700

350 *4= 1400

3000 *4 =12000

Bar Stools

1900 *10= 19000

Console Tables

2690 *4 = 10760

Cabinets & Sideboards

Spoons, Forks and Knives

Plates20 set

35,900*3=107700 35,900*3=107700

149*50=7450

2290*5= 11450


Table Accessories

Fruit Bowl

Food Storage

73

25*20=500

65*10= 650

239 *3 = 717 6990 *5= 34950

Outdoor Set

DAPPER & COMSA#4Set

19,900.-

Cushion Size - S 299

WALL DECORATION

13,192.-

Sharp XEA102 Cash Register

4,990.00

Computer max 21.5 N 39,900

39,900

Bath room

Lavatory

2990


Coffee grinder

74

15800

3500*12= 42000 Shaker

Toilet Partition

COTTO basin

Lamps

Mirror 300

10000*12= 120000

548 *12 =6576

59*12= 708

300 *12= 3600

59*12= 708 Soap

Hand washing sink

560*6 = 3360

Spray

250 *6 = 1500


Automatic Hand dryer

Lobby

Giorgio plus Rectangle Tables

75

4,500 *2= 9000

9,900

Astros Rectangle Tables

12,900

fur ton dining table Rectangle Tables

15,900

So ho Sofa L-Shape

32,900 * 3 = 98,700

Cottage 3+1 seater sofa (sofa Set)

37,900 * 2 = 75,800

Miro Medium Bag Chairs

Clere Table Lamp

Mika plus/p Bar Stools

3,990 * 8 = 31,920

590 * 3 = 1,770

2,990 * 7 = 20,930


AIDA Table Lamp

76

490 *3 = 1,470

Amelia/180+ADDA Amelia/180+ADDA dining set

35,100

Absolute home entertainment 2.4m

20,920

495 *3 L = 1,485 LUXY Reading Lamp

0slo Pendant & Ceiling Lamp

1190

Bicycle garden Artificial Flowers

2995

Bouquet bicycle Artificial Flowers

1795

Flower in vase Artificial Flowers

495


77

Picture Frames

249 *8 = 1,992

Ceramics Sculpture

295 *5 = 1,475

Bright Clocks

Allen Clocks

495 *2 = 990

299* 4 = 1,196

D coo328A Printed Pictures & Canvas

890

F150-69H Printed Pictures &

490

Chest of Drawers

11,900

Outdoor Set

13,900

Air suspension is a 23,228 BTU SJU24 saijo denkimodel is equipped with No 5 Price

32,000 *2 = 64,000


Mirror

Bathroom Bin

Bath Accessories

Anti-Slip Mat

78

1,330

590

3,300

190

Shower Curtain Working 480

Chair

2,990

Hand washing sink

560*6 = 3360

Spray

250 *6 = 1500

Automatic Hand dryer

The paper Chu Chi

4,500 t *2= 9000

1500*2= 3000


Depreciation Year 1

Figure 4.2

79


Yeas 2

Fi ure ure 4.3 4.3

80


Year 3

Figure 4.4

81


Year 4

Figure 4.5

82


Year 5

Figure 4.6

83


Chapter 5 Operations

84


85

Chapter 5 : Operating Product Characteristics (in Detail) The characteristics of our products are accommodations and activities. In this part we have to show about the room or house that we provide for customer. We have to show the detail and the pictures for each of products and also put price of products there. House Theme

Name of house

River house

Hunte River

picture

Number of slices 2-3

Detail

price

1 flow

8,5008,500-10,500

1 room

include all activity

1 toilet

6,5006,500-8,500 Not include all activity

River house

Toda House

2-3

1 flow 1 room

8,5008,500-10,500

1 toilet

include all activity 6,5006,500-8,500 Not include all activity

River house

Provence

7-8

2 flow 2 room 3 toilet 1 swimming pool

16,500-18,500 include all activity 13,500-16,500 Not include all activity


River house

Viceroy Bali

7-8

2 flow 2 room 3 toilet

86


Farm side house

Whim Architecture

2-3

1 flow

8,5008,500-10,500

1 room


1 toilet


Farm side house

Drew House

2-3

1 flow

8,5008,500-10,500

1 room


1 toilet


Farm side house

Hidalgo Hartmann Arquitectura

7-8




Mountain side house

Calistoga Residence

2-3

87

1 flow

8,5008,500-10,500

1 room


1 toilet


Mountain side house

Brooklyn

2-3

1 flow

8,5008,500-10,500

1 room


1 toilet


Mountain side house

Swellendam House

7-8



Activity activity

mountain slider

picture

detail

Slide from top view of the mountain far from

Price

2,000


Rider a bicycle

Ride all around the farm

300

Ox cart

Absorb the beautiful nature view.

400

feeding

Feeding the animal ( Fresh fruit, leave, corn , milk)

300

Enjoy and take photo around the highlight point of resort.

Free

take photo zone

Restaurant/ menu style

Menu Smoked Mackerel with Dill Sauce

picture

price 700

88


COLD CANAPE

Chicken with Pineapple Salad in Mini Tart

450

Green Asparagus and Ham Roll

450

Egg and Shrimp on white bread

450

Smoked Pork Loin with pickle

850

Krathong Tong

300

Tuna Salad in Puff Pastry

300

Smoked Salmon Roulade

400

89


Profiterole Fillet with Chicken Liver Mousse

700

Ham, Pineapple and Cheese Skewer

350

Seafood Salad with Curry Mayonnaise

800

Kai Phad Samun Plai Krob in Rice

250

Shrimps with Melon

300

Grissini and Cheese Straw

300

Potato Chips and Nuts

180

Deep-Fried Prawn Crackers

200

SALT SNACKS

90


Honey Glazed Ham with Raisin Sauce

600

Baked Whole Salmon in Moroccan Spice

800

Assorted Freshly Bake Bread

250

Oven baked Ham Croissants

300

Italian Spicy Pork Sausage

300

Marinated Chicken Skewer

450

Sesame-Fried Fish Finger with Remoulade Sauce

350

Curry Seafood Soufflé in Mussel Shell

700

CARVING

HOT SAVOURIES

91


DESSERT

Leek, Onion and Bacon Quiche

990

Duck Liver in Bacon

600

Chicken Wing Terriyaki

600

Spicy crab Cake with chili Mayonnaise

280

Shrimp Skewer with Saffron Aioli

800

Mustard Crusted Pork Tenderloin Rosemary Gravy

1200

Tandoori Marinated Lamb Kabab

1200

Selection of Fresh Fruits

450

Mini French Pastries

320

92


Chocolate Mousse

280

Mini Fruit Tarte

320

Assorted Classical Thai Sweets

80

Strawberry Mousse

80

Strawberry Jelly

70

70

Drinking

seasonal drink

70

Coco

80

93


ชาเย็นฝรั นฝรั ่ ่ง

70

ชาร้อนฝรั อนฝรั ่ ่ง

100

โกโก้ร้ร้อนในถ้ อนในถ้วยมั วยมัจฉะ จฉะ

80

Apricot soda float

90

Mix-fruit soda float

90

Mulberry soda float

90

Cocoa float

90

94


Tea float

90

Sweet Azuki Coffee float

120

Coffee Jelly drink float

120

Café Au Lait float

120

Coffee float

Mix-fruit milk

120

70

95


70 Mulberry milk

Apricot soda

70

Mix-fruit soda

70

Mulberry-honey soda

70

Sweet Azuki coffee

80

96


Location: Khunkorn subdistrict, Muaeng District, Chiang Rai province Why Khun Khorn? Our resort is located at Khunkorn because there has a lot of environmental and have natural tourist place that can be earn more profit to the resort. Around khunkorn they also have Khunkoern waterfall, white temple, Bunrod farm, green tea field and not far away from the th e cit ci ty and an d airp ai rpor ort. t.This This location location is a good good one to created created mountain mountain slider because because they they actually actually have a hill to adaped with slider.

Map for location of ING KHAO RESORT

Figure 5.1

97


Facility Layout

Figure 5.2

98


1 Hunter House River Side Small House

Figure 5.3

99


2. Toda House River Side Small House

Figure 5.4

100


3. Provence House River Side big House

Figure 5.5

101


4. Viceroy Bali house River Side big House

Figure 5.6

102


5. Whim Architecture House Farm Small House

Figure 5.7

103


6. Drew House Farm side Small House

Figure 5.8

104


7. Hidalgo Hartmann Arquitectura house Farm side small House

Figure 5.9

105


8. Calistoga Residence house Mountain Side Small House

Figure 5.10

106


9. Brooklyn House Mountain Side Small House

Figure 5.11

107


10. Swellendam House Mountain Side big House

Figure 5.12

108


Sheep Farm

Figure 5.13

109


Restaurant

Figure 5.14

110


Lobby & Meeting Room

Figure 5.15

111


Production & Operation Analysis # Machine/ Tool/ Equipment The equipment/tool/machine that usually used in resort we actually provide and have to do a contact with SB furniture and Index living l iving mall to get furniture from there. t here. For all of equipment we have to use the equipment that are high quality and used the new one for each of room.

Logistic Management Our business is resort and for the logistics management is about logistic of equipment, building, animal in farm, flower for decorate, furniture, transfer bus for tourists from Airport to resort and logistic of food and beverages. We manage some of above in the first time or first period of running business. We will orders and use logistic system in case of t ransferring the equipment, furniture, building, animal and accessory for decorate only early of business and logistic Food and beverage, flower and bus transfer t ransfer in everyday for the tourists get new and fresh in a day. We have to plan and set the staff for the logistic department. The logistic department has to responsibilities about check in and out of transferring all of material. If we got some mistake or some problem we will use the contingency plan to support them.

Facility Management The core products are accommodation so the business need to concern about facilities and convenience of customer. It‘s very hard work to create all of them but we should to set facilities for comfortable and suitable with landscape. Our business is service process so we must provide the best service and must set everything in resort comfortable for customer. In the resort have many part such as parking, restaurant, office center, activities area, photo taking zone, animal farm zone and accommodation zone. All of these we have to creative the new idea for customer got new experience and satisfy with the place so we have to manage them by setting the central part for describe about mapping of resort and also provide the sign for telling each part of resort.

112


Operating cost Direct Labor Cost

Duty

Salary

Amount

Total

General Manager

35,000

1

35,000

Marketing Manager

35,000

1

35,000

IT Manager

35,000

1

35,000

Financial Manager

35,000

1

35,000

Super Visor

25,000

2

50,000

Accountant

15,000

2

30,000

Technician

10,000

2

20,000

Human Resource

20,000

1

20,000

Front Office

10,000

4

40,000

Receptionist

10,000

2

20,000

Executive Chef

50,000

1

50,000

Assistant Chef

30,000

1

30,000

House Keeping

7,000

6

42,000

Gardener

5,000

2

10,000

Staff

10,000

10

100,000

Waiter/Waitress

10,000

3

30,000

Bartenders

17,000

1

17,000

Security guard

10,000

4

40,000

Trainer

20,000

2

40,000

Steward

7,000

2

14,000

Animal keeper

5,000

3

15,000

Total

Figure 5.16

708,000

113


Chapter 6 Organization /Administration

114


Chapter 6: Organization/ Administration Administration

Year 1

Figure 6.1

Year 2

Figure 6.2

Year 3

Figure 6.3

115


Year 4

Figure 6.4

Year 5

Figure 6.5

116


Marketing Expense

Figure 6.6

Figure 6.7

117


Figure 6.8

Figure 6.9

118


Figure 6.10

119


Chapter 7 Financial

120


Chapter 7: Financial Income Statements

Figure 7.1

Figure 7.2

121


Figure 7.3

Figure 7.4

122


Figure 7.5

123


Cash Flow

Figure 7.6

Figure 7.7

124


Figure 7.8

Figure 7.9

125


Figure 7.10

126


Balance Sheet

Figure 7.11

Figure 7.12

127


Figure 7.13

Figure 7.14

128


Figure7.15

129


Chapter 8 Risk Management

130


131

Chapter 8: Risk Management External Risk External risks refer to risks external to the business. These risks are largely outside we control once us have bought the business, and can include all or some of the following. Risk Political

Analyze

Action

Political create the policy and

Resort

raw that will control the price

the political news all the

and quality of some kinds of

time to make our company

necessary goods goods that resort have

gain by the political and

to buy it from supplier such as

make more profit and get

coffee bean, mike, cocoa

better than competitor.

powder, green tea powder, sugar, etc. Work

week

Mandatory employee benefits.



have to catch up

Ing khao resort manage

work week by have manager to contort by we open in every day and have staff to change day and night so staff is work in every day and have two part or time day and night. 

Ing khao resort tell and

write information for employee to know what benefits that gets from work such as tip, day for weekend.


Economies

Economic

is the factor that we

132

We should to have the

use to evaluate our income,

second plan to support the

outcome and future plan. That

company because the

we are checking on the National

economic is not certain.

economy or average income per person who are the target group. Taxation. Exchange rates. Skill

level of workforce

Labor

costs

Staff have good skill and have training before do work. 

Ing khao resort show rate

and tell employment before work. For tip we have for employment by it up to season or customers that give.


Social

Factor

that will let we know

Then

133

we have to study in

about who should to be the main

this factor clearly for make

target group of our company and

a lot of benefit by less

let us investment at the right

money.

point.



Ing Khao resort makes

Some things just simply fade

customer loyalty by have

because of new fashion and

new product in business and

social change. Make customer

update for customer in part

loyalty lost.

of food, service, and

Culture (gender roles).

product and have good service mind. 

Ing khao resort gives

information for customer that come to resort because most come from other country some people that not know about culture and social before. Technology

Changes and enhancements to

Improve and fellow

existing technology could affect

technology for business to

business(Ing khao resort).

success.

New inventions and

development. Rate of technology transfer

improve.



Ing khao resort use

technology to promote business to world spread in internet or web etc. Ing

khao resort has to

develop more information about business in website.


(Reference http://www.softcontrol.net/en/network-support/external-risk.html http://www.softcontrol.net/en/network-support/external-risk.html)) (Reference 4business.com/index.php/entrepre 4business.com/index.php/entrepreneurresources neurresources/buy-business-articles/9-buy /buy-business-articles/9-buy-business-risk)

Internal Risk In the case of internal risk, the first problem to be addressed is which element of the project is affected by a given risk driver. In order to carry out a systematic analysis a Work Breakdown Structure (WBS) is requested, considering for instance deliverables, functional systems, components, integration make and buy processes, resources and costs.

Risk Strategic

Analyze 

Strategic Risk is the

Action 

Have to often survey

current and

or often use the

prospective impact on

strategic and keep the

earnings or capital

problem to use next

arising from adverse

time.

business decisions,



Have to set the

improper

strategy to cover all

implementation of

part of business plan.

decisions, or lack of responsiveness to industry changes. This risk is a function of the compatibility of an organization‘s strategic goals, the business strategies developed to achieve those goals, the

134


resources deployed against these goals, and the quality of implementation. The resources needed to carry out business strategies are both tangible and intangible. They include communication channels, operating systems, delivery networks, and managerial capacities and capabilities. The organization‘s internal characteristics must be evaluated against the impact of economic, technological, competitive, regulatory, and other environmental changes.

-

The strategic of business is newly.

-

The strategic not cover all of business process.

135


Marketing



Increased competition



Find the new thing

because in the future

for attract customer

this style of resort

or

may be popular so

customer‘s needs.

do

follow

the

another resort should be developing for customer needs. 

Customers select the resort by price.



Reduce price or get promotion for customer.

Operational



The Human error can

and understand with

lack of safety or lack

the system and how

of knowledge and the

to work properly 

To divide the

to resolve. To bring

responsibilities,

the lack of customer

control and re-

confident to pay in

checking with each

that process or the

other.

other.



To create the

Fraud is the error that

operation manual and

can be from the

the troubleshooting

internal staff or

guide.

external parties



To use the secret

including the people

code in each

who intended to use

department.

the authorities to



To give knowledge

be occurring by the

error can be difficult







Have the owner photo

corrupt.

to identify in staff

Technical Failure is

card.

136


the error that occurs



by the machine or technical process by

To set rule of fraud staff as fire



Have contingency

failure of information

plan and often re-

technology system

check.

and software such as



the error by some mistake of registration

Have Backup and Recovery system.



To have software

or check in-out

technician for

systems and

resolving the system

electricity in room.

problem. 

To set the emergency equipments for emergent situation.



Employees in organization lose about skill to appropriate with work of each position.



Take employees to train about necessary skill to working for their position every month and practice employees to expert in work.







Take employees to practice other language for employees can speak with other foreigner from many countries.



Give knowledge about culture of each country to employee and increase the conduct to appropriate with guest of each country. Training new employees from other position come to

Some employees don‘t speak other language for communicate with foreigner.

Employees don‘t understand about culture of foreigner in each country.



137




Removing of employees in important position in organization.



 

Differential of culture between employees in organization.







Differential about idea in working of employees.



Decayed of material or environment in hotel such as furniture, building and nature in hotel. Circulation finance to not regular of company.



Time



Employee not punctuated.



work in place of old employee to resign or recruit new employee from outside come to work in appropriate position. In our resort will have activities for employees do together such as parties, camping and we will do other activities for relationship between employees. Share idea and report in meeting place for search summary of idea each person. We will inspecting by engineering and maintaining position of hotel and repair something to decay. Search many sell way of company for continue income of company such as If in low season income from sell the rooms will decrease, we will change sell point to sell activities in hotel. We will have continued income.

Use time scanning to record time when employee start work.

138


Finance Risk Sale decrease 5%, 10 %, 15 %

Figure 8.1

139


Cost increase 5% , 10% , 15%

Figure 8.2

140


Figure 8.3

Figure 8.4

Figure 8.5

141


Figure 8.6

142


Figure 8.7

Figure 8.8

143


Figure 8.9

The risk of Ing Khoa Resort River For the risk of our business we can see that it‘s not too high risk because we have to calculate the percentage of risk in each of part in the resort and get the result that not too much of risk. So the investors can invest money to our project and can get profit and payback period in long term invest.

144


Chapter 9 Conclusion

145


Chapter 9: Conclusion For the ING KHAO RESORT RIVER HOUSE project we will explain about the background of the resort and everyone who love the nature and want to experience mountain and farm resort can come to visit ING KHAO RESORT RIVER HOUSE. This project explain about when the guest visit the resort what kind of activities they can do, the cafeteria accommodation about food and beverage, easy for transportation especially they are many attraction that the guests can enjoy that make our resort different. For through about this project objective explain about how the business will achieve the goal, the support of technique during the business is running especially in the future how the resort will keep business improve to become every choice for every guest who want to enjoy their holiday. A resort is a place used for relaxation or recreation, attracting visitors for holidays or vacation. Resorts are places, towns or sometimes commercial establishment operated by a single company. The famous resort of the ancient world was Baiae, Italy, popular over 2,000 years ago. For the history or empire of resort was origin from Roman empire: Bath (This era was origin from small bath and develop to the largest one in the next time), Europe: Mass Follows Class (This era was spa cured of a long-term illness when he bathed in the iron-rich waters near Liege.), and North America: (This era like Europe empire, there was spa hotel and then developed to the seaside resort and shortly shortl y developed to the luxury resort). r esort). Types of resorts can separate to 6 types of them there are Sea-side resort; these resorts are located on the coast or may be called beach resort, Ski-resort; is the resort that are developed for skiing and winter sports and in Europe almost located in a town or village in a ski area – a mountain area., Destination-resort; is a resort that contains, in and of itself, the necessary guest attraction capabilities — that that is to say that a destination resort does not need to be near a destination (town, historic site, theme park, or other) to attract its public, Spa-resort; is a short term residential/lodging facility with the primary purpose of providing individual services for spa-goers to develop healthy habits, Golf-resort; are resorts that cater specifically to the sport of golf, and include access to one or more golf course and or clubhouse, and Luxury-resort; often boast many visitor activities and attractions such as golf, water-sports, spa and beauty facilities, skiing, natural ecology and tranquility.

146


There are many resorts in Chiang Rai but almost of them just provide accommodations and a bit of activities so we need to provide a full service of resort that we established ING KHAO RIVER HOUSE RESORT. Our resort likely to provide the best service or high quality to tourist and would like to make them return to the resort again as to be a loyalty customer also as positive word of mouth with t heir impressive. For the part of market feasibility explain about six sections about external environmental of the resort will focus in a detail of market. The project also deep in Thailand political situation (red shirt & yellow shirt) but the Thai tourism authority (TAT) come to bring the tourists industry back as possible. Also the project explains about economics factors, socials factors and technology factor. As for our resort located in the Northern part of Thailand in Chiang Rai province that have been known by the biggest and the most population travel attraction place that why without analysis analy sis 3C the resort business can‘t running so the project have researched the competitor data as Laluna resort, Baan Kiang Dao that situated in Phu Plai Fah, Maeyao resort, Doi Hom Fah resort and spa, the Imperial River house resort and At Chiang Rai resort. For the customer analysis after research has been found most of the customer is Thai family group that use to stay longer during holiday and foreign tourist just for a short term of visiting. But during winter season they are people come to visit Chiang Rai because of beautiful nature view. For our resort focusing on Natural that mean every guest will be in touch with nature during in the resort, enjoy the activities, even having food. As last for the segmentation segmentation will explain about about different kind of hotel hotel standard one, two, three, four until five stars hotel know by Le Meridien Chiang Rai resort, Katiliya Mountain resort & spa, Dusit Island resort and Anantara resort & spa golden triangle. For more detail have deep into segmentation have explained more by psychographic, behavioral, target market, product positioning positi oning segmentation. In the project plan the resort totally has 10 houses and each of houses have three styles by Mountain View, River view and Farm view. For the big families the resort have plan two floors of houses that can fitful the full service to serve the guest more than they expect and for small family the resort build the one floor house for all of the guest get above and beyond experience during their holiday with ING KHAO RESORT RIVER HOUSE. Also in the resort all the guest can enjoy the different kind of activities with f amily especially for the highlight activity is mountain slider, rider a bicycle, ox cart, feeding and taking photo zone around the resort. After the guest enjoy the activities will getting hungry so our resort

147


have a professional chef‘s to serve all the guest with all of the delicious dessert for the best memory that can show the resort not only care for the t he taste but we care about the guest health as like mom want their child to eat a good food. After having food the guest can enjoy with the drink at the min bar. Mainly for the price depend on the guest choosing. Every guest don‘t need to worry about our resort service we believe every guest will get a good memory when stay at resort every wishes of all the guest will become true with ING KHAO RESORT RIVER HOUSE. From income statement represent during high season October to January the income of the resort get pretty high for both three sides of resort houses also the activities activiti es that include in the resort package. During low season February to September they still have tourist come to visit but low income and the resort still get some income plus with the activities. During the first, second and third year ING KHAO RESORT RIVER HOUSE got the negative number for the income statement during advertising the brand to become the word of mouth. In the management team during starting the resort most of money spent by advertising expenses, buying furniture, computer, sheep and the accommodation accessory. The human resources management team take care every staff, guest that have problem. Our resort study fast, learn fast, growth fast through every problem that the resort pass through. For the salary we pay for general manager, marketing manager, IT manager, financial manager, super visor, accountant, technician, human resource, front office, receptionist, executive chef, assistant chef, housekeeping, gardener, gardener, staff, waiter and waitress, bartender, security guard, trainer, steward and the last animal keeper every month the resort spent 708,000 for each level of member and for the bonus will add as follow. But after three year ING KHAO RESORT RIVER HOUSE brand become well-know so the fourth and fifth year later the resort got the positive income and can return back the profit to the one who invest the money in the resort. Doing the resort business support to take as long term to get some profit back. In the future the resort will be improve and can expand more space to create some new trend to let new customer come to visit in our resort.

For the risk management during starting business the resort still have some risk about loss income in 3 years period but every investor can trust as long term will get back profit. Because for external risk the resort industry when tourist come to visit our resort can guarantee kind of tourist industry will always have tourist people come to visit especially

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northern part of Thailand. As for internal internal risk the timing of staff on time and houses demand. The last risk about financial our resort must always to maintain and control cost also we support to keep develop marketing strategy of resort to attract more customers and to create the different attraction to reduce compotator so we can increase our resort net income and business can continues running to survive in resort industry. In conclusion, ING KHAO RESORT RIVER HOUSE has a feasibility to invest in Chiang Rai market because this kind of resort market they are many investor that interesting like this kind of business that can gain profit and become successful well-know brand in resort industry.

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References -

http://en.wikipedia.org/wiki/Resort

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http://iml.jou.ufl.edu/projects/Spring05/Osterer/history.html

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http://en.wikipedia.org/wiki/Resort#Seaside_resorts

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http://en.wikipedia.org/wiki/Ski_resort

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http://en.wikipedia.org/wiki/Resort#Destination_resort

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http://en.wikipedia.org/wiki/Resort

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http://www.thai-tour.com/Spa-Resort-Thailand.htm

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http://www.hamanan.com/top10golf_resorts.html

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http://www.1stopchiangmai.com/northern_thailand

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http://www.osmnorth-n2.moi.go.th/statistics.php?p http://www.osmnorth-n2.moi.g o.th/statistics.php?page=travel&ye age=travel&year=2546 ar=2546

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http://www.osotho.com/th/webboard/ans http://www.osotho.com /th/webboard/answer.php?GroupID=& wer.php?GroupID=&searchKey=&s searchKey=&searchFro earchFro m=&searchTo=&PageShow= m=&searchTo=&PageShow=11&TopView=&QID= 11&TopView=&QID=226 226

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http://www.truevisionstv.com/package.aspx?id=8

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http://www.eturbonews.com/8828/tourism-and-politics-collide-thailand-and-fiji

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http://www.thephuketinsider.com/tourism/tourism_imp http://www.thephuketins ider.com/tourism/tourism_impact_on_thailand act_on_thailands_economy_ s_economy_by by _numbers.php , http://www.thaiwebsites.com/tourism.asp

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http://www.google.co.th/#sclient=psy http://www.google.co.th/#sclient=psyab&hl=th&source ab&hl=th&source=hp&q=socia =hp&q=social+factors+in+res l+factors+in+res ort&pbx=1&oq=social+factors+ ort&pbx=1&oq=social+factors+in+resort&aq=f&aqi= in+resort&aq=f&aqi=&aql=&gs_sm= &aql=&gs_sm=e&gs_upl=256 e&gs_upl=256 5l39430l0l40227l39l26l10l3l4l2l781l13091 5l39430l0l40227l39l26l10l3l4l2l781l13091l31.15.9.1l39l0& l31.15.9.1l39l0&bav=on.2, bav=on.2,or.r_gc.r_pw.,c or.r_gc.r_pw.,c f.osb&fp=105a720605a2f446& f.osb&fp=105a720605a2f446&biw=1024&bih=50 biw=1024&bih=509 9

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http://www.google.co.th/#hl=th&cp=10& http://www.google.co.th/#hl=th&cp=10&gs_id=5n&xhr= gs_id=5n&xhr=t&q=technology+ t&q=technology+factors+in factors+in +resort&pq=social+factors+in+res +resort&pq=social+factors+in+resort&pf=p&sclient=psy ort&pf=p&sclient=psyab&source=hp& ab&source=hp&pbx=1&oq= pbx=1&oq= technology+factors+in+resort&aq= technology+factors+in+resort&aq=f&aqi=&aql=&gs_s f&aqi=&aql=&gs_sm=&gs_upl=&ba m=&gs_upl=&bav=on.2,or.r_ v=on.2,or.r_ gc.r_pw.,cf.osb&fp=105a720 gc.r_pw.,cf.osb&fp=105a720605a2f446&biw= 605a2f446&biw=1024&bih=509 1024&bih=509

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http://www.farang-mike-in-issan.asia/issan-thailand-information/chiang-rai-anintroduction/

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http://www.lalunaresortchiangrai.com/

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http://www.baankiangdao.com/index.ph http://www.baankiangdao.com/index.php?lg=en p?lg=en

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http://www.mohnfahsai.com/

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: http://www.doihomfharesort.com/

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http://www.imperialriverhouse.com/

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http://www.be3.com/enus/asia/thailand/ch http://www.be3.com/enus/asia/thailand/chiang_rai/at_ch iang_rai/at_chiangrai_reso iangrai_resort.html?cur=THB rt.html?cur=THB

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Appendix

152


153


Employee Uniform

154


Employee Uniform

155


Rate of the room in resort

type room

7

name room river side 1 river side 2 river side 1 2 floor river side 2 floor mountain side 1 mountain side 2 mountain side 2 floor

8 9

No. 1 2 3 4 5 6

10

February-September include all not include activity all activity

October-January include all not include activity all activity

2

8,500

6,500

10,500

8,500

2

8,500

6,500

10,500

8,500

4

16,500

13,500

18,500

16,500

4

16,500

13,500

18,500

16,500

2

8,500

6,500

10,500

8,500

2

8,500

6,500

10,500

8,500

4

16,500

13,500

18,500

16,500

zoo side 1

2

8,500

6,500

10,500

8,500

zoo side 2 zoo side 2 floor

2

8,500

6,500

10,500

8,500

4

16,500

13,500

18,500

16,500

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Project Feasibility Study and Evaluation 1203302 ING KHAO RESORT RIVER HOUSE

Present to Aj .Chaiyawat Thongintr

Present By TOURISM MANAGEMENT

MEMBERS BY ID 5031207072

MR.Khemchat Setteworrarit

ID 5231207058

Miss Piyapat Yamoum

ID 5231205036

Miss Chananya Jana

ID 5231205083

Miss Prapatsorn Jaisuk

ID 5231205109

Miss Fateemah Tusatoo

ID 5231205167

Miss Oranoot Boonchoong

ID 5231205187

Miss Susan Lu Jars

158


159

Ing Khao Resort River House

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