Chicken Run Sport Complex Company

CIGGATTE GROUP [THE CHICKEN RUN SPORT COMPLEX]
Preface 1
Preface
Now a day In Thailand many people in love health for to make body look
good and exercise more. But a limit place to exercise, there was not enough of
the population to exercise And some want the convenience of the exercise is
popular with fitness center We are speeding up support for the future and make
fitness in a big city to meet the needs of customers.we have The fitness center is
a comprehensive and cost-effective price and customer service. Fitness of us
has to do Business Plan so that we know that cost and there will
be losses in this business and revenue This course is part of the
course Project Feasibility Study and Evaluation. Planning the
future of the company in a direction that will not be graceful or
good project work easy if miss a juristic reasons.
KASEMSANT WONGCHAI 5031203007
THANAPHAT KEAWPHIBOON 5031203118
PONGWITHIT THUNYAKITTIK 5031203128
RONNACHAI RATCHADASIWAGUEN 5031203053
PATIMA PIMSAGUL 5131203106
Preface 2
Contents
Preface................................................................................................................... 2
Chapter 1............................................................................................................... 7
1.1 Background and Significance of the project..................................................8
1.2 Project objective...........................................................................................8
1.3 Benefits of Project.........................................................................................9
1.4 Operations methods......................................................................................9
1.5 Time frame of study....................................................................................10
Chapter 2............................................................................................................. 11
2.2. Situation of Industry...................................................................................14
2.3.1 Fitness Center Room.............................................................................16
2.3.3 Pool Service .........................................................................................23
2.3.4 Coffee Corner Room..............................................................................26
2.3.5 Kid Zone Room....................................................................................28
......................................................................................................................... 29
2.4 The Strategy...............................................................................................30
2.4.1 Corporate Level....................................................................................30
2.4.2 Business Strategy.................................................................................30
2.4.3 The Functional Strategy........................................................................31
Chapter 3............................................................................................................. 33
3.1 General Environment Analysis....................................................................34
3.2 Social and environment factors of Thailand................................................38
3.3 Technological factors .................................................................................39
3.4 Competitors Information.............................................................................41
The competitor analysis.................................................................................48
3.5.1 Market Segmentation ..........................................................................50
3.5.2 Target Analysis ....................................................................................50
3.5.3 Position Analysis ..................................................................................51
3.6 Marketing Mix Strategy..............................................................................53

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3.6.1 Products and service strategy...............................................................54
3.3.2 Price Strategy ......................................................................................55
3.6.3 Place..................................................................................................... 57
3.7 Sales Forecast/Profit Estimation..................................................................58
3.8 Marketing Expense ( Sale Incentive )..........................................................65
Chapter 4............................................................................................................. 71
4.1 The production and operation analysis.......................................................72
The Product characteristic.............................................................................72
4.2 The Service Process....................................................................................82
4.3 The Step of service process........................................................................82
4.4 Location...................................................................................................... 83
4.5 The Facility Layout......................................................................................84
4.6 Logistic Management................................................................................108
4.7 Machine/Tools/Equipment.........................................................................110
4.8 Cost of Investment....................................................................................115
4.9 Depreciation..............................................................................................123
.............................................................................................................. 146
Table 4.10 Administration Cost of year 5........................................................146
4.10 Management Analysis.............................................................................147
4.10.1 Organization Management...............................................................147
4.10.2 Organization Chart............................................................................148
4.11 Technical Feasibility Conclusion..............................................................171
Chapter 5........................................................................................................... 174
Financial Analysis...............................................................................................174
Payback Period................................................................................................175
NPV ................................................................................................................ 175
IRR ................................................................................................................. 175
.......................................................................................................................... 175
Income Statement...........................................................................................176
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Cash flow........................................................................................................ 181
Balance Sheet.................................................................................................186
Chapter 6........................................................................................................... 191
Risk.................................................................................................................... 191
Risk................................................................................................................. 192
4. Finance Risk.............................................................................................197
Chapter 7........................................................................................................... 209
Conclusion..........................................................................................................209
Conclusion...................................................................................................... 210
Reference........................................................................................................... 212
Appendix............................................................................................................ 213
Fitness Cost.....................................................................................................214
Table 1.0 Fitness cost........................................................................................214
Loan................................................................................................................ 215
........................................................................................................................... 215
Table 1.1 Loan....................................................................................................215
Table 1.2 Loan (cont).........................................................................................216
Decreases Sale 5%.........................................................................................217
Table 1.3 Decrease Sale 5% of year 1................................................................217
.......................................................................................................................... 219
.......................................................................................................................... 221
Table 1.7 Decrease Sale 5% of year 5...............................................................221
Decreases Sale 10%......................................................................................222
Table 1.8 Decrease Sale 10% of year 1..............................................................222
.......................................................................................................................... 222
Table 1.9 Decrease Sale 10% of year 2..............................................................223
.......................................................................................................................... 223
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Table 1.10 Decrease Sale 10% of year 3............................................................224
.......................................................................................................................... 224
Table 1.11 Decrease Sale 10% of year 4............................................................225
.......................................................................................................................... 226
Table 1.12 Decrease Sale 10% of year 5...........................................................226
.......................................................................................................................... 226
Decreases Sale 15%.......................................................................................227
.......................................................................................................................... 227
Increases Cost 5%...........................................................................................232
.......................................................................................................................... 233
.......................................................................................................................... 234
Increases Cost 10%.........................................................................................237
.......................................................................................................................... 237
.......................................................................................................................... 239
.......................................................................................................................... 239
.......................................................................................................................... 241
.......................................................................................................................... 241
Increase cost 15%...........................................................................................242
Payback Period................................................................................................247
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Chapter 1
Introduction
Preface 7
1.1 Background and Significance of the project.

The Chicken Run Sport Complex was concern with the demand of people
in urban area such as in Bangkok, it calculated for 5,700,000 people who
already are the member of fitness center. From this number, it obvious to see
more demand of the people. Then, it takes this business to very interesting
because the numbers of customers are increase in everyday. More people
concern about healthcare. Although, the state of economy are fail and there are
more political conflict.
By the way, the demand of the domestic customers increases to 13.9
percent and the strong value in Thai Baht. It is the good result for the company.
In the north of Thailand, it’s too hard for find the high quality sport
complex. Then, it’s the great opportunity to open this business in the north of
Thailand. Our sport complex is difference from another because there are
trainers who have more knowledge for teach and guide the customer to exercise
in the right way. Moreover, the Chicken Run sport complex is fully club. There
are the fitness center, Sauna careless and pool inside every branches of the
Chicken Run sport complex. And then, there is internet-WIFI, coffee corner and
kid room to service the customer. Our successful of the Chicken Run sport
complex will grow up to the famous and highest quality sport center in
Thailand.
1.2 Project objective

1. To study about the operation process of the Chicken Run sport
complex.
2. To study about the situation of the sport complex in nowadays.
3. To analyze the market in this business and the project feasibility.
4. To analyze the financial risk feasibility
5. To study in management process in the sport complex business.
6. To Summary the feasibility of the sport complex business.
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1.3 Benefits of Project
1. Learn about how to manage in Chicken Run sport complex business.

2. Learn about the business of sport complex and opportunity to open in north of
Thailand.
3. Learn about the risk and possible in business of this project.
4. Learn about how to mange financial in business.
1.4 Operations methods
• To study management in sport Chicken Run business as follows:

- To study the background of the sport complex business.
- To study how to manage sport Instruments.
- The service in sport complex.
- Strategy of Sport complex.
• Learn about the business of sport complex and opportunity to open in north of
Thailand.
To find the research about how many people in north of Thailand have sport
activity.
General the external and internal environment.
• Learn about the risk and possible in business of this project.
• To summary the feasibility of sport complex in North of Thai land.
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1.5 Time frame of study
November December January February

Operation Method W W W W W W W W W W W W W W W W
1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4
1. To study the general of sport complex
business.
2. To study management in sport complex
business.
3. To study competition analysis and

marketing feasibility
4. To study the technical process in sport

complex business.
5. To study the management of financial

business.
6. To study and analysis risk of sport

complex business.
7. To Summary the feasibility of the sport

complex business.
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Chapter 2
Industry Profile
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2.1 Nature of Industry
Which business is not made profit from popularity of exercise as much as

a fitness business. So it not surprising that in recent years the fitness business
will grow steadily.
In Thailand have many company companies with high capital and famous
such as a Major Cineplex that a new shareholder of California Fitness and
have announcement of expansion to add a new ten fitness center in cinema
within three year. And The Fitness First that grow extensively in Thailand
Expected to be open twelve center in five years at a cost about 1 billion baht.
The California WOW fitness center
The Fitness First Fitness Center
The chicken run company thinks that young people turn their attention to
their own look. This business can grow more because now have only 2% of
people in Thailand take a fitness service ,So have a chance to grow with this
business.
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Because more Thai people interested to exercise in fitness center that was
the result to make profit from investor by focusing on women because if
comparable between women and men women like to have an exercise in fitness
more than men.
Moreover , EGV Entertainment and Major Cineplex are two big

company of cinema that see the channel in development about their business by
add a fitness in their business for attract the customers into the service center
other than watch a movie , karaoke and play bowling. It is integration between
business entertainment and exercise, it call “ Exertainment period “
Major Cineplex have share 49 % value about 139 million in California

fitness Center Company limited. They think about fitness business can develop
in the future because complete fitness place in Thailand too less ,at the moment
people interest exercise more than old which Major Cineplex have plan next 3
year will open California fitness in cinema area about 10 branch nationwide by
use the investment about 60-100 million per branch.
Chicken Run company limited have focus on new features and it make
Chicken Run company limited competitive advantage in same business by more
investment and different services from other fitness. It can make different and
attract the customers well.
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2.2. Situation of Industry
Today, People in Thailand give more attention to exercise more. It made

market of product and service that related to health was growth quite good
because a group of customers are continues to grow. This market conditions are
likely to invest because it can make profit easily.
The Chicken run sport Complex has used SWOT analysis to analyze the market
situation of the company.
Strange of Chicken run sport Complex
Since our company is a company with the availability of management and
employee trained well. Customer will satisfied with our service and will return
to use service again.
Weakness of Chicken run sport Complex
Our company may have a problem that just opened. The customer will not take
the risk to use the service but our company can solve it by use promotions to
attract customers to use the service.
Opportunity of Chicken run sport Complex
This time is attractive to be investing in Thailand for Fitness center because
everyone is focused on health care.
Threats of Chicken run Sport Complex
There are two major competitors. They are California Wow and The Olympic,
and it is open for a long time.
However tends in exercise made group of customer are larger. It make our
company can scram share of market.
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Chicken Run Sport Complex
The Chicken Run Sport Complex makes only high quality sport activity and gives the best
service to the customer. Then, it makes for give the service to many people then increasing in
every day. Inside The Chicken Run Sport Complex have the full option of the sport activity
and select the target to the health care customer.
There are including with the Sauna room service, Fitness center, Swimming pool, Coffee
Corner and the Kid Zone. And The Chicken Run Sport Complex gives the best service with
the slogan
“to get the happier – to be the sport player”
Preface 15
2.3 Product and Service

Inside The Chicken Run Sport Complex are include with 5 parts for
service the customer. The customer can should to receive the service in every
part and no limit in the time that in a time of the service.
2.3.1 Fitness Center Room
There are so many sport instruments inside the Chicken Run Sport
Complex. Our Sport Complex cares about every part of the customer’s body and
the safety of the customer. There are trainers in this room for give the
information and control the customer to use the equipment in the right way. The
main of the equipment are…
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Preface 17
Preface 18
Commercial Treadmill – GW3384FA

Price: 120,000 ฿
ELLIPTICAL TRAINER- TF-420
Price 59,900.00 ฿
Upright Bike GT-838U
Price 49,815.00 ฿
Recumbent Bike-GT-65R
Price 17,500.00 ฿
Air Rower-GT-R100APM
Price 53,900.00 ฿
Adjustable abdominal bench- TR-37

Price 22,275.00 ฿
DOUBLE TWIST-TR.45
Price 20,000.00 ฿
Six station gym set management-TR.06

Price 325,000.00 ฿
Three station gym set management- WHG-03

Price 33,700.00 ฿
One station gym set management

Price 16,800.00 ฿
DUMBBELL SET- TR-26B
Price 72,100.00 ฿
Preface 19
Flat Bench - IT7009

Price 21,900.00 ฿
Weight 54 Kg- TR41 A

Price 29,900.00 ฿
Shelves Weight
Price 23,625.00 ฿
Bar Chair Small Bell- TR.40

Price 8,800.00 ฿
Steel wing muscles play.
Price 8,880.00 ฿
Ring Block Lamp premium soups.

Price 1,890.00 ฿
Beam bending play an end of a thread- EZ BAR 04
Price 8,990.00 ฿
Bartebe beam direct- BAR 03

Price 5,990.00 ฿
Lock Washer article-08

Price 675.00 ฿
SEATED CALF- TR.17
Price 93,000.00 ฿
Pectoral รุ่น IT9004
Price 179,000.00 ฿
Referent: http://www.gymtechchiangmai.com/product_378027_th
Preface 20
2.3.2 Sauna Room Service

A sauna is an enclosed room which can be heated with the use of an electric heater,
infrared heater, or wood stove. The elevated temperature in the room can be made more
intense with the use of steam, or left dry, depending on the taste of the sauna bathers. Saunas
have numerous health benefits, and have been used in various forms for centuries all over the
world.
The sauna was made for the customers who don’t have more time for exercise. The
Chicken Run should to use the sauna room with infrared system. It’s the new innovation of
the people who concern with health careless and for their relaxing and cleansing effects. It’s
spending the time just 25 minutes.
The Benefits of an Infrared Sauna
Physical Effects
Due to the heat of the sauna, with in 10 to 15 minutes, the
heart rate will increase 50 to 75 percent. Unable to disperse
heat, the core body temperature increases. This creates an
artificial fever state which stimulates the immune system.
Blood vessels dilate, and in an attempt to cool itself, the
body sends 50 percent more blood to the skin and begins sweating, often profusely.
Benefits
The benefit of the steam bath comes from its effects. The heart rate is elevated to that of
taking a brisk walk, which boosts metabolism. The muscles become warmer from the
elevated body temperature which allows greater circulation and oxygenation to tissues.
Possibly the greatest benefit is from the large amount of sweat produced. Fifteen to 20
percent of toxins are removed through the skin and sweat. With regular use, saunas can help
keep the skin toxin free and oxygen netted.
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The Chicken Run Sport Complex should to use only the sport material that there is high
Quality and passed to check the quality from high standard checker. So the sport material
must have the safety system inside and easy to see that. Then, the Chicken Run Sport
Complex should to use the KP200 sauna room for service the customer. It can give the
service for 2-3 customers inside.
Size : Width 80 cm. Length 100 cm. Height 180 cm.

The sauna room was produced and import from Europe. The part of the sauna room include
with
1. There is the thermostat that can control the degree Celsius for 120 Celsius.
2. Circuit Breaker is the shutter for on or off the circuit
3. There is the lamp and switch for open or close the light.
4. The emergency bottom for use in emerge time.
5. There is the ventilator in the header.
6. There are the mirrors for see though inside the room.
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http://www.ehow.com/about_5089392_benefits-sauna-steam-rooms.html
2.3.3 Pool Service
A swimming pool, we will see a total rate of about 3 million because we use tiles to create a
good And expensive to hire and Engineering in the design coupled with a good designer.
Which include
1.rate construction. Pool size: 5 * 10 * 1.3 cost about 558,400-667,300 Bath

2. The design, 200,000 Baht.
3. Materials 2,000,000 Baht
Total cost about 3 millions Bath
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Ozone system.
As a disinfectant in water systems. With the production of ozone from the air / water
treatment in the pool directly. System is very effective. Because there is no residue in the
water. However, this system will have time to kill germs is shorter than other systems. And
the high cost of installation. Pool size 4 x 8 meter installation costs about ozone therapy from
150,000 to 200,000 Baht
Data Set-up and maintenance of pool water.
The company designs, pool water drugs PAT.
The shape of the pool.
The shape of the pool is divided into two main styles are geometric shapes. And form
independent Select the shape swimming pool is no regulation or law. Based on personal
preference. Concept of the designer and the needs of home owners is important. The shape of
the pool that should be more harmony and enhance style home stands out more like a
Preface 24
swimming pool shaped plain that feel simple calm cool it would be better suited to home-
style mini-Il. or a house, modern The pool, free form, it would be better suited to home or do
not want to feel relaxed more informal, such as tropical style home. 1950-1960 era retro style
home, but we should not, however, designed to form a pool corner, too much or completely.
This may cause problems with tiled floors and walls of the pool.
http://www.topatpool.com/index.php?
lay=show&ac=article&Id=512550&Ntype=2
Preface 25
2.3.4 Coffee Corner Room
Coffee corner is a shop for the people who wait friend, boy/girl friend, relative or the people that use
Chicken Run fitness. This shop will give you to relax and atmosphere in this shop will make you feel
good for use the services.
This is atmosphere in the shop.
Preface 26
Menu and price in this shop
Coffee Grinder
Product Name : Saeco Aroma SE200 Silver + Coffee Grinder 900N

Quantity : 1 piece
Condition : New
Description : Power: 230V 50Hz 2900W
Water tank - quart/L. : Water connection
Copper boiler
Silver Color
About 160 cups per hour
Housing Cover : Metal
Machine Housing : Metal
Weight: 70 kgs.
Dimensions (LxDxH): 770x530x550 mm
Made in ITALY
Coffee Grinder 900N
Price : 159,000 Baht.
Preface 27
2.3.5 Kid Zone Room
Kid zone is a service for who have married or have children and want them to play or exercise
while waiting. They will not be interference from customer and to help children enjoy it while
waiting.
kid zone is divided into two zones.
moving zone Suitable
for children ages 6 months -3 years Consists of the following set . Set the bridge climb. Set
of hands-on practice gym set-up Set smile across squares. Set smile across round. Set across the
bridge arch smile. Children will learn about texture size and shape practice of balancing near-term
shift away muscle and stimulate large While climbing to each player.
Education solf ball room

Suitable for children ages 6months -6years to help stimulate children’s learning though play
and skill development, complete the four following
2.1 Physical
- training major muscle. Learning to balance texture and muscle training on handing the ball.
2.2 Cognitive
- Stimulation IQ and EQ, while the children play to play role playing with friends. And feel enjoyable.
2.3 Emotionally
- Children will be relax while playing.
2.4 Society
– learn to adapt to friends. Accepted the rules of play together with other.
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Vision Statement
“Become to the highest quality and the biggest sport complex
in Thailand”
Mission Statement
The Chicken Run Sport Complex will provide the best service to the
customer. There are many sport equipment and all of sport equipment that
customer want and give them the special promotion more than another
competitor to make the customer satisfy.
The Chicken Run Sport Complex concern with the safety first and do the
best service as much as possible to the customer. The customer who come to the
Chicken Run Sport Complex will relax with the design of the sport complex and
comfortable with the atmosphere inside while exercising.
Preface 29
2.4 The Strategy
2.4.1 Corporate Level

Chicken run company choose to use concentration on a single business to
be a Corporate – level strategies. Because we are expert in exercised and fitness
center, So we can increasing market share from competitions in this business
and the most importance is fitness center can make revenue and profitable
steadily and continuously as a result form the flow of healthy are sustainable and
always happened in all ages of life that’s why we do not need to expand to other
business. In addition,
Now, Fitness center is not prevalent in major cities of Thailand that we can profit
from this point by opening the franchising in the big city of Thailand, Moreover
This business can open to be various fitness equipment dealer its can make
steadily profit too.
2.4.2 Business Strategy
The Chicken run fitness center always have specialist waiting for give an
expert advice for all group age of customer like expert for adult and teenage
because teenage and adult need to exercise not the same like some people
prefer to exercise with muscle but some people do not want to have a muscle
they just prefer to keep the body healthy, So customers can be assured they
always exercise in properly and they will not injuries from physical activity, If
they are exercise with our company and we also have sauna room and kid zone
for customer who want to relax or customer with families and have children with.
Moreover chicken run company have a promotion package monthly or group
exercise for discount a price that can be another reason why customer are
interested to exercising with us.
Preface 30
2.4.3 The Functional Strategy
Marketing mix strategy (4P)
Product Strategy
: In our business includes the
comfortable things such as Fitness ,
Sauna and a coffee corner shop . Then, it can call a complete
fitness.
Price Strategy
: Prices for customer who use ours business calculated from
hours for use exercise machine while the detail of price we will
explain in part of financial.
Place Strategy
: Place for open ours business will focus in Chiang Mai because
we see possible marketing development of fitness in there.
Promotion Strategy
: Promotion of Chicken Run fitness will focus on holiday from
Saturday to Sunday because more people will exercise on this
two days by discount 20-30% or discount 40-50% for student if
they show student card before use our business.
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Financial Strategy
• Use high quality systematic financial and Check it in every

month.
• Improve the financial to the high standard system.
• Discipline with financial, and savings the cost.
• Give the profit back to the customers.
• Make clear the financial statement.
• Prepare for set the saving cost planning and set the
money to repair the equipment.
• Prepare the money to do the social responsibility.
Human Resource Strategy
• Training the high quality employee.

• Should the best person to form the team to work together
for make the best service.
• Select the person who have the knowledge or the
experience to give the information to the customer
• Set the same quality in every branch of the Chicken Run
Sport Complex.
• Tracking task and evaluate performance of employee
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Chapter 3
The Marketing Analysis
Preface 33
3.1 General Environment Analysis
Political factor in Thailand

Nowadays, The situation of Thai
political is not stable about the failure in
the economic factor from United State, the
invest, currency exchange rate, price of
the energy, the effect from the cost,
decrease in consumable value, policy of
the government or change in the government, compete with big investor or
foreign investor come to obstruct. And the most important thing is the conflict
of the government. It make the new
investor don’t want to take risk, if they
get the effect. The conflict of political
factor make the consumable will be
decrease.
There are many news of the
corruption in the political factor. The government and government official
shows, they don’t care about the law of the country. It made the new investor
don’t want to invest in this period because the investor don’t want to get an
effect.
By the way, although there are more political and social problem, but it is not
affect the situation of business, fitness, in which the number of GDP very high
up and the baht appreciation improvements to the business of fitness. revenue
and more customers and revenue increases in current expenditure and not affect
the number of applicants increased fitness.
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Economic factor
In 2010, the economic factor of Thailand in the third quarter increase to
6.7 percent. If confluent with last 9 months, Thai economic factor increase up to
9.3 percent by the support with world economic recovery, the confidence of the
investors are increase and increasing in the lowest wages.
The demand of the domestic customers increase to 13.9 percent and the
scale of import value in U.S. dollar are increase to 25.1 percent.
The computation of the trend in 2011 is the economic increase 3.5-4.5
percent. Then decrease from 7.9 in 2010 from the effect of world economic and
hardening of Thai baht.
Then, the import scale will increase to 11.7 percent. The consumable and
investment will increase to 1.2 - 1.3. The balance on current account is more 3.3
percent of the GDP.
http://thailand-business-news.com/news/top-stories/25190-thailand
%E2%80%99s-first-half-2010-gdp-growth-reaches-10
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The important point to manage the economic policy in year 2010 is

Repair and help the people who get the effect from the flood in 2010 and
compensate the income of agriculturist and base public utility. They set the plan
to keep to water for summer.
Manage the piece of new product because it trend to increase from the effect of
the flood. It make the cost are increase
Support and suggest take and manage the risk for decrease the cost.
Solve the problem and manage the wages and the employee in another faculty
and suggest the foreign investor come to invest in the country.
Develop the plan to make good relationship with people and set the good image
of the country for good image from foreign investor.
The status of Thai baht when compare with another currency
updated on 14 December 2010
Preface 36
http://www.bangkokbank.com/bangkok bank/web
services/rates/pages/fx_rates.aspx
The currency exchange rate of THB to U.S. dollar
http://www.xe.com/currencycharts/?from=USD&to=THB
Preface 37
3.2 Social and environment factors of Thailand

There are many things that
difference between urban and rural
living because the status of Thailand is
changed so much by the environment
and the time. There is increase in the
rate of relationship with international.
Moreover, the development of Thai
social doesn’t make Thai social value in
the good way. The Thai people want to have many luxury thing and many
problem such as
Resource and environmental has been quickly degraded.
Inequalities between rich and poor people are higher than it used to be.
Rich people only have a small amount, but owning many possessions and that
makes poor people
become poorer.
The civilization is only concentrated in the city but did not spread out of the
city. Because people can not adjust themselves with a complexity problem in
the capital and rural areas.
Most of the Thai people don't
really have knowledge and are
behind the adaptation of new
technologies that is coming into
Thailand especially about news,
information and about computer
technology.
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Family problems are a serious situation which resulted a lot in social.

Whether it is drugs crime and many more problems due to family problems that
are not warm, not understanding conflicts between family members. In addition,
the characteristics of family life in Thai society that more changed a lot from the
past. Members of families have to work harder for living. Parents have to work
hard for entertain warmly theirs children and eventually have no time for family
and child and that will create more problems for society.
Fitness center is the great place to make the family do anything together.
Then, it is indirect way to make the relationship with another person and use the
free time to do the benefit to themselves.
3.3 Technological factors

Nowadays, the technology was bringing to use with many kind of sport
and more concern about the sport science for make more profit in one time of
the exercise. Now, there are many company develop many product to sale in the
world market. Each kind of the sport use difference follows the characteristic of
user and the objective.
Most of the equipment in the sport complex was developed for exercise in
specific part of body. It makes more profit in each time of exercise such as some
sport equipment concern to exercise in some muscle of the body. Then, each
sport equipment give the difference result. The sport complex which should the
high technology sport equipments for service the customer. It also makes the
advantage point to make more people interesting.
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The example of technology that support with the sport
Preface 40
3.4 Competitors Information
The chicken run company should to open the business in Chiang Mai
Province because Chiang Mai is urban city. People in Chiang Mai have more
demand is Fitness center than rural city. The fitness center business also has
more competitors. The analytical of this kind of business is very important thing
that we need to do.
Chiang Mai is a fully modern city and there are plenty of health clubs and
facilities available to get you fit. Most gyms in Chiang Mai are well equipped
with weight machines, exercise bikes and stair masters. Many offer aerobics
classes and personal trainers. Swimming pools are located all over the city, at
hotels and sports complexes and are a great way to beat the heat as well as stay
healthy.
Main competitor in Chiang Mai
California-WOW Xperience, Chiang Mai
Product
CLUB HOURS:
7 am. to 9 pm. (Monday to Friday)
8 am. to 9 pm. (Weekends and Public Holidays)
CAR PARK:
Free
CHANGING ROOM & LOCKERS:
Comfortable service is provided for you.
Male: on 4th floor with 240 lockers and 88 shoe lockers
Female: on 4th floor with 300 lockers and 120 shoe lockers
GROUP X STUDIO:
Have fun to punch! kick! jump! & dance! at Chiangmai Club’s
“Group X-cercise” aerobic studio with your friends. Come along and feel the
Preface 41
energy.
The Group X Studios can accommodate up to 100 people per class.
2 Group X Studios are located on 4th floor
CYCLING STUDIO:
Cycling Studio is on 4M floor with 50 bikes
WOW YOGA:
A fantastic way for members to experience all types of yoga, from Prana Vidya
and Natya Yoga to various types of meditation classes.
PILATES STUDIO:
Pilates is a safe, sensible exercise system that will help you look and feel
fantastic.
Pilates Studio is on 4M floor
KICKFIT:
The fastest way to get fit and will get you in the best shape ever.
Fun filled one-on-one training with your own KickFit Pro on 4th floor
Price & Promotion
Register for 1 year 10,999 bath
Preface 42
Place
Address 4 Fl, Central Airport Plaza, Chiang Mai

Tel: 0-5399-9499 Contact Telephone: 0-5399-9499
Fax: 0-5399-9498
Preface 43
Other competitors are not premium grade fitness center but other fitness is
cheaper than California WOW.
Chiang Mai Hills Fitness Centre
18 Huay Kaew Rd
Tel: +66 (0)5 321 0030; Fax: +66 (0)5 321 0035
Email: cmhills@cm.ksc.co.th
There are sport complex, pool and sauna room inside the Chiang Mai Hills Fitness
Centre. There are not any promotions to give the customer.
* The service charge of Chiang Mai Hills Fitness Centre
- 150 bath per day
- 1200 bath per month
Chiang Mai Orchid Fitness Centre Co Ltd
23 Huay Kaew Rd
Tel: +66 (0)5 322 2099; Fax: +66 (0)5 322 1625
The fitness center inside Chiang Mai Orchid hotel, this fitness is the public sport
complex. The price of Chiang Mai orchid Fitness center is 150 bath per day and
1,200 bath per month.
Preface 44
Promotion
- odd register is 9,000 bath per 6 month and 14,500 per year Service from 7.00
to 21.00
Empress Fitness Centre
The Empress Hotel 199/42 Chang Khlan Rd

Tel: +66 (0)5 327 0240; Fax: +66 (0)5 327 2467
Email: empress@samart.co.th
The people who want to get the service in the Empress fitness must only register
and they will give the member card. Inside the fitness have swimming pool,
sauna room and fitness center.
For semiannual - 6,000 bath per person
For a year – 9,000 bath per person
Open every day from 8.00 to 20.00
Hillside Fitness Centre
Preface 45
Hillside Plaza & Condotel 4

4th Floor 50/24 Huay Kaew Rd.,
Tel: +66 (0)5 322 5984, +66 (0)5 322 5944 Ext. 2401
There are swimming pool and fitness center inside
Open every day, 9.00 - 22.00
100 bath for one time of fitness service and 50 bath for only swimming pool service.
900 bath for a month and a year promotion is 10,000 bath per 2 people.
Powerhouse Fitness Centre
18/1 Nimmanhemin Rd Soi 6

Tel: +66 (0)5 340 0521; Fax: +66 (0)5 340 0522
Email: info@powerhousethailand.com
Monday – Friday 6.00-21.00
Saturday 8.00-20.00
Sunday 13.00 – 20.00
The service charge
Ordinary person 8,500 bath per year
Student 7,000 bath per year
Employee of the university 8,500 Bath, more than 5 person 7,000 bath.
Preface 46
The Platinum Fitness Center
The Platinum Fitness Center is the largest and most fitted out fitness Centre in The North Region of
Thailand. They have the latest machines for weight lifting, running, cycling and general fitness and
many instructors to assist you whether you are a novice or looking at making certain muscles bulge or
certain bulges disappear. The equipment is the latest hi-tech exercise equipment many can buy and the
facilities range from large weight and running machines to aerobic centre as well as Coffee and Health
shop facilities.
84 Chotana Rd., ChangPhuek, Muang, Chiangmai 50300 Thailand
Tel : (00-66) 053 211 044, 053 211 045 Fax : 053 211 081
Preface 47
http://www.asiatradingonline.com/chiangmaiplatinum.htm
The competitor analysis
Rating Level : 10 – 8 High
7–5 Middle
4–1 Low
Customer service = can calculate from promotion per year and satisfied of customer.
Price = calculate from price per year
Preface 48
- Chicken Run 10,000 Bath/ year
- California Wow 10,999 Bath / year
- Chiang Mai Hill Fitness Centre 14,400 Bath / year
- Empress Fitness Centre 9,000 Bath / year
- Chiang Mai Orchid Fitness Centre 14,500 Bath / year
- Hillside Fitness Centre 10,000 Bath / year
- Power house Fitness Centre 8,500 Bath / year
- The Platinum Fitness Center 10,000 Bath / year
Quality = all Quality of material , more competitors are fitness in the hotel not focus on
fitness business so it can make Chicken Run Sport Complex have benefit on marketing about
fitness business and the Chicken Run Sport Complex have high quality more than other
fitness business.
Preface 49
3.5 STP Analysis
3.5.1 Market Segmentation

Our company segment customer by gender because
in each group of gender the demand that want to
exercise with fitness center are not equal for
example group of men are exercise often more than
group of women and most will take the time to exercise more.
http://service.nso.go.th/nso/nsopublish/service/survey/excercise50.pdf
3.5.2 Target Analysis
Now a day is a healthy fever all of Thai

people turned their attention to exercise more and
the life always need to exercise. So, the most of
our customer is a young people who interested in
Preface 50
fitness. In most cases, they are teenagers and working age. Especially men because Males has
exercise regularizes than women. And also take the time to exercise more.
http://service.nso.go.th/nso/nsopublish/service/survey/excercise50.pdf
3.5.3 Position Analysis
The position of the Chicken run Company is to have a

high standard advisor be trained and service can enter to the
mind of target group. We need to care about how to be on a
standard with a low price and best fitness equipment. Our
employees always train to be friendly with our customer and
employee is recognized customer and always waiting to give a
good advice to customer. Then we service can respond all of
customer need and can help them be a healthy man.
Preface 51
Quality
35
30
25
20
15
10
5 Chicken run
0 Califrnia Wow
The olimpic
Service price
Preface 52
3.6 Marketing Mix Strategy
3.3.1 Product strategy

The branding strategy. We choice name in English for It is short and to
remember . The brand
Name of the company is “The Chicken Run”. Therefore, we create the Logo for
identify to our brand name logo.
Logo use picture chicken for present to the strength of the chicken. The color Yellow
present to
prosperity and red present to stable
Figure3.11 logo of The chicken run
Preface 53
3.6.1 Products and service strategy
The chicken run is the product and service There are many products and
services for response customer need in each person Because there are many
places that we are ready to serve you zone And meet the needs of all types of customers.
Product
- Zone Fitness center Room.
- Zone Sauna Room Service.
- Zone Pool service.
- Zone Coffee corner Room.
- Zone Kid Room.
Service
Fitness center.
Sauna
Swimming
Drink
Player game for kid
Reliability and confidence

The chicken run Sport complex can build Reliability and confidence to customer
very well, because we want customers to come to place a quality. To Response
consumer need and market in Chang Mai.
Preface 54
3.3.2 Price Strategy
The chicken run sport club set high-value strategy which is the position of the
price and quality in Chiang Mai. It means that high-quality products and services
by setting moderate prices for comparing with competitors, such as Chiang Mai
orchid, M place, Platinum
Chiang Mai orchid set Price Packages All System .such as Fitness , sauna, pool
Per Day 150 Baht
Per month 1200 Baht
Per 6 month -
Per year 7500Baht
M place Set price All Packages system such as Fitness, sauna, pool
Per Day 100 Baht
Per month 900 Baht
Per 6 month -
Per year 5000 Baht
Platinum Set price All Packages system such as Fitness, sauna, pool
Per Day 200 Baht
Per month 2000 Baht
Per 6 month 7500 Baht
Per year 10000 Baht
Preface 55
Chicken Run sport complex Set price All Packages system such as Fitness ,
sauna, pool,
Per Day
200 Baht
Per month 2000 Baht
Per year 10000 Baht
Kid Zone Free
Coffee Corner room.

Drink cool-Baht
Espresso 50
Americano 50
Blue mountain 50
Latte 50
Mecca 50
Cappuccino 50
Dutch coco 50
Water 15
From the packages of Chicken Run Sport Complex, customers can get the
value of product relative with prices or get price equal value; we will not set the price high and not
less because the value of products and services are important in customers mind because the products
and services are more valuable for response customer needs. It can makes in business growth faster.
And coffee drink corner drink We Setting for standard price for every people.
A setting of price as a set of Product-bundling pricing which Chicken Run to set price same platinum.
If the customers purchase in package, it make to reduce cost. Sometimes, some customers do not want
to purchase in package or set also to promotion for get a best price to satisfaction.
Preface 56
3.6.3 Place
We choose on marketing strategies using the Pull strategy is to use advertising and sale
promotion to be appealing of more customers. Because of For urbanites who want to leave
fitness needs and have few exercises product that it makes the channel of products and
service to expand. Then, the customers can choose the products and services for response
with their needs fully.
Location of Chicken run sports complex is on , Amphoe Mueage, Chiang Mai. It
located on left hand side and near Central Airport .
Promotion Strategy
Advertising
- Billboard
- Radio Advertising
- Brochure
- Cable TV Advertising
The price of Chicken run sport complex The discounted price of membership in the
application such as per mount, per 3 mount,6 mount and per year. This will reduce the price
of the order to apply the more long-term prices is down.
Special
Student Card discount 20 percent for per Day
Preface 57
3.7 Sales Forecast/Profit Estimation
55,500.00
55,000.00
54,500.00
Amount of
54,000.00
people
53,500.00
53,000.00
52,500.00
2547 2550
Figure 3.1 NUMBER OF POPULATION AGED 11 YEARS AND OVER BY EXERCISE.

http://service.nso.go.th/nso/nso_center/project/search_center/23project-th.htm
From a survey of government activities and having a "reduced fat products at”.
We therefore conclude that the Thai people love turned to a healthier, so we plan
to open fitness clients.
Number
Number of of
population aged population Age
11 years and of Groups
Age Groups over exercise (years) In Thousands
(years) Total Male Female Total Male Female Area and region
Whole Kingdom 55031.05 26798.273 28232.778 16318.93 8765.967 7552.958 Whole Kingdom
11-14 4109.294 2101.637 2007.657 3002.994 1614.294 1388.7 11-14
15-24 10544.665 5369.647 5175.018 4785.83 2970.524 1815.306 15-24
25-59 33372.635 16202.914 17169.721 6569.985 3304.331 3265.654 25-59
60 and over 7004.457 3124.075 3880.382 1960.117 876.816 1.83.3 60 and over
Municipal Area 16986.269 8046.544 8939.726 5695.51 3005.608 2089.903 Municipal Area
11-14 1099.471 554.032 545.439 825.761 430.827 394.934 11-14
15-24 3085.349 3085.349 3085.349 3085.349 3085.349 3085.349 15-24
25-59 10801.708 10801.708 10801.708 10801.708 10801.71 10801.71 25-59
60 and over 1999.742 1999.742 1999.742 1999.742 1999.742 1999.742 60 and over
Non-Municipal
Non-Municipal Area 38044.781 18751.729 19293.052 10623.42 5760.359 4863.056 Area
11-14 3009.823 1547.605 1462.218 11-14
15-24 7459.316 7459.316 7459.316 7459.316 7459.316 7459.316 15-24
25-59 22570.927 22570.927 22570.927 22570.927 22570.93 22570.93 25-59
60 and over 5004.715 5004.715 5004.715 5004.715 5004.715 5004.715 60 and over
Northern Region 9955.035 4865.367 5089.668 2817.545 1474.193 1343.352 Northern Region
Preface 58
http://service.nso.go.th/nso/nso_center/project/search_center/23project-th.htm
Figure 3.2 NUMBER OF POPULATION AGED 11 YEARS AND OVER BY EXERCISE,
AGE GROUP, SEX, AREA AND REGION: 2007
We choose Northern region to invesment because the Full fitness doesn’t have in
north.
1.68
1.67
1.66
1.65
Milionperple
1.64
1.63
1.62
1.61
2008 2009
Figure 3.3 The country has people very must in Thailand.

http://service.nso.go.th/nso/nsopublish/citizen/topten/showstat.jsp?
a=pophouse&dname=mostpopulation
We choose Chiang Mai to location because Chiang Mai have too much
population in northern. We will have customer are 2250 in first year and upper
than ever.
The number of exercise of north = 2,817,545

The number of exercise of Chiang Mai = 2,817,545*70% = 1,972,282
We assume grow up 10% every year. Because governments have a project

“Every need to Exercise” and the customer need to slim.
Preface 59
AMOUNTS OF PEOPLE
Year 1 - 2250
Year 2 - 2475
Year 3 - 2723
Year 4 - 2996
Year 5 - 3296
Total sale
Year 1 = 10,752,400
Year 2 = 12,118,700
Year 3 = 13,530,900
Year 4 = 16,381,900
Year 5 = 17,908,900
Preface 60
Table3.1 Sales of Chicken Run in year 2011.
Preface 61
Preface 62
Preface 63
20,000,000
15,000,000
10,000,000
5,000,000 Income
0 Income
Year Year Year Year Year
1 2 3 4 5
gure 3.3 Show income
Preface 64
3.8 Marketing Expense ( Sale Incentive )
Sport Radio 92.75 MHz at boot X station floor G Central Plaza Chiang Mai Airport. Dj.
Of this 92.75 MHz might speak about company name and slogan by Dj will speak during
that break while use advertise about 15-30 seconds ,4 times per day, 100/times
Price for radio advertising per month 12,000 Baht.
http://www.be2hand.com/scripts/view.php?prod_id=372667
Billboard we choose the place for set the billboard by township or entertainment
spot so we select 3 places follows :
1. Leam Thong Video shop beside Central Kard Suan Keaw
http://www.billboardthailand.com/services/billboard/location/cm-02.htm
2. Chaing Mai Choke Chai and Metro shop Tha Pare
Preface 65
3. T-junction Nim Man Hea Min shop
Use the budget

Billboard size 3X7 M. price 13,900 Baht 3 number about 41,700 Baht
Rent place for show billboard per month is 2,400 Baht.
http://www.graphicproduce.com/BillboardPart2.php
- Brochure
- High season ( Summer : March to May )
= A3 10,000/month/2,000pieces
- Middle season = A41p 6,000/month/1,000pieces
http://www.brochureeasy.com/
- Sale promotion is Summer( March – May ) which have a lot of customers.
- Advertising on cable TV.

The present, cable TV have been interesting from customers too much
while cable is a growing customer base. We believe cable TV will have customers
base in next 4-5 years so it can make distribute about my company by
advertising on cable TV. A price for advertising on cable TV about 3-4 thousand in
1 minute by one day on air 2 times and in 1 month will on air 60 times which we
will pay 240,000 baht/month.
http://www.bangkokbiznews.com/home/detail/business/media/20090504/38781/เทรนด์ลูกค้า
โฆษณา-เคเบิล-ทีวีดาวเทียม-ยึดชุองสร้างแบรนด์.html
http://www.haarai.com/promoteweb/?_get_dalink=detail&_postid_=c2d4d
Chicken Run Event in 2011 ( CRE 2011 )
Preface 66
Project of promote exercise and sport for health in Chaing Mai by Chicken Run
The present , Thailand have rate of illness to

high which it make the government must make the
budget and staff for take care the people. The real
reason of illness come from the people do not exercise
which it can detect by doing exercise or sport always.
Chicken Run have focus to the people playing sport and
exercise to increasing number of the people who care
healthy. This project can help solve the problem in
economy because the people will not pay money for
healthy if the people do the exercise and playing sport,
it can make solve the problem about poverty and
decrease financial condition of Thailand about public
health. From this problem for the promote exercise ,
playing sport and healthy of the people. Chicken Run
fitness and Tourism and Sports in Chaing Mai office
create the project “Promote exercise and sport for
health in Chaing Mai by Chicken Run” for quality of life
in Chaing Mai and it make a quality human resources
which this result will development of the country in the
future.
1. Objective
1.1 To encourage students and the people in Chaing Mai province use free time to
personal interest by exercise or playing sport.
1.2 To encourage students and the people in Chaing Mai province have strong
healthy and recognize the value of exercise.
1.3 To make the relationships the people in Chaing Mai province with
Preface 67
Chicken Run company
1.4 To promote Chicken Run fitness
2. Implementation period
Summer period during March to May 2011
3. Place for activities

Chicken Run fitness
Organization contract
Tel : 053 160 128
Cost for create this event
- Billboard for public relations

size 3x7 m. 3Place price 47,100 baht
- Brochure A3 10,000/month/2,000pieces/3month for this event price
30,000 baht.
Total cost of this event in 2011 is 77,100 baht.
Preface 68
Chicken Run Event in

2012 (CRE 2012)
Chicken Run with aerobic

dancing championships in
Chaing Mai 2012
The center of youth , people and Chaing Mai Municipality cooperate with Chicken Run have
the project about aerobic dancing in Chaing Mai name “Chicken Run with aerobic dancing
championships in Chaing Mai 2012” which the qualifying rounds will start from
the 24 district representatives to enter the competition for find 1 team of Chaing Mai go to
aerobic dance competition in national. Register by pay 1,000 baht per team. The winner of
this event will get reward 20,000 baht.
Objectives
1. To encourage students and the people in Chaing Mai province use free time to personal
interest by exercise or playing sport and a long way drug.
2. To manage the assembly aerobics lovers.
3. To encourage students and the people in Chaing Mai province have strong healthy
and recognize the value of exercise.
4. To promote Chicken Run fitness
Preface 69
Organization contract
Tel : 053 160 128
Cost for create this event
- Billboard for public relations

size 3x7 m. 3Place price 47,100 baht
- Brochure A3 10,000/month/2,000pieces/3month for this event price
30,000 baht.
- Register 24,000 baht( for 24 team ) , Reward 20,000 baht balance 4,000
baht.
- Employ the referee 3 persons 15,000 Baht
Total cost of this event in 2011 is 92,100 – 4,000 =88,100 baht.

Project of promote exercise and sport for health in Chaing Mai by Chicken Run
Chicken Run with aerobic dancing championships in Chaing Mai
Preface 70
Chapter 4
Technical Feasibility Study
Preface 71
4.1 The production and operation analysis

The Product characteristic
The Chicken Run Sport Complex is the service business. So, the product
without our service is the product for support our service. There are 3 service
part of the room inside the Chicken Run Sport Complex. Each part has difference
the inventory or product to service the customers. The 3 big zone of the Chicken
Run Sport Complex include with the fitness center, Sauna room service, and the
swimming pool. Then, we focus on the age and gender of the customers. The
strategy will make our company to improve the customer interest.
The information of the service characteristic for training of our company
has 3 main parts such as
The Chicken Run Fitness Center

The fitness center of Chicken Run Company has
only the best quality of the fitness or sport
equipment. Then, every equipment was accredited
with the world standard and it is the import sport
equipment.
The prices of our service of the members are not
dividing the group of the customer and it will be the
same price. In our service, we give the service for the customer for difference in
each group. We divide the Group of the customer into 3 groups. Each group will
get the difference service. The group of the customer separate into kid group,
adult group and more than 50 years old group. We choose to use this strategy
because to show the customer, we care in the healthiness of the customer and
each period of life is difference propriety kind in one time of the exercise and to
customer that, we want to give more benefit in each time that they come to get
the service.
Preface 72
The Fitness service for kid group
The lifestyles of today’s youth have undergone enormous

change. Television, computers and video games have
replaced many of the physical activities children once
enjoyed. So when we discuss our children, we often hear
words like obesity, heart disease, high blood pressure and
diabetes.
Fitness seems to have taken a backseat when it comes to the modern child. Our kids are
becoming victims of inactive, unmotivated, unhealthy lifestyles and their health is
deteriorating.
The Chicken Run Fitness will choose the high
quality employee to give the information and
teach about the right way of the kid exercise in 5-
15 years old because the exercise in kid is
difference and want to save and care more than
adult.
http://www.fitnessandkids.com/
Preface 73
The fitness service for adult group 20-50 years old
The amounts of exercise necessary to achieve and maintain fitness in adult

persons are more than another period of life and they want to burn the calories
that doesn’t use in each day. Some customers want to make more muscle and
low fat. This group must want to get the high weight or hard exercise to make
their want. These groups of the customer want to have more concern in their
shape.
The Adult Fitness Program is a part of the Chicken Run Sport Complex service for
any person who wants to join a supervised exercise program. Many skilled
professionals are part of the Adult Fitness Program team including exercise
specialist, sport player.
Preface 74
The fitness service for senior group more than 50 years

old
As people grow older, their fitness level goes
down due partially to indifference and also due to
the aging process. People in the age group of
more the 50 years old come under this category.
Their problem relating to physical and mental
health can be tackled in a planned and scientific
manner. Fitness is affected not only by physical
illness but also by mental stress. The problems
are universal and similar if not identical, among all senior citizens, irrespective of
social or financial standing. Light exercises are recommended for old people.
Nothing will strain the aging parts of the body is allowed. The best form of
exercise, for a senior citizen is a brisk or ordinary walk, a cording to his physical
condition and strength.
Fitness work for senior citizens is needed on a regular basis to improve memory
and mind clarity both short term and long term!
Preface 75
7 reasons to invest in the

senior fitness market
 The senior market is one of Europe’s largest
and fastest growing niche markets.
 In the next 25 years the number of people
aged 65 or over will rise by nearly 60%.
 The over 50′s command 80% of the UK’s
wealth and represent the biggest decision
makers in terms of consumer spend.
 There is currently very little offering in the
area of fitness for seniors. In the UK, 20 million
of the population are aged 50 or over yet few will
feel completely comfortable exercising in a
conventional gym or health club.
 Companies who understand the principles of
marketing to seniors can gain significant
advantages in this market. A recent survey
revealed that 80% of seniors feel that marketing
is not aimed at them.
Preface 76
 Physical activity has been well documented to

be the solution for maintaining and improving the
quality of life for seniors.
 Seniors are the consumer group with the most
leisure time and demonstrate exceptionally high
levels of loyalty towards companies that cater
specifically to their needs.
Preface 77
Sauna Room Service
The Chicken Run sport Complex looking for

make more health benefit to the customer.
The Sauna room is the one service to give to
the customer. Although, the cost of sauna
room is high but the company cannot
unconcern in this service.
One of the main health benefits to owning a
sauna is that using it rids your body of
unwanted materials and helps to improve
overall circulation. This is because the heat
increases circulation near the skin and
causes you to sweat. This is what helps rid the body of all the unwanted
materials. This is not only good for your body internally, but will also benefit your
skin as well.
Another health benefit to using a sauna is that it can help prevent heart disease.
Many medical professionals who
have studied the benefits of saunas
over the past several years now
believe that a sauna can benefit
your heart in much the same was
as actual exercise. This is because
repeated sauna use can improve
blood vessel function, which, in turn
results in overall improvement in
cardiac function
A third benefit to using a sauna is that using steam and heat can also act as an
immune system stimulant. There is evidence that using a sauna can act as such
a stimulant by increasing the number of white blood cells in the body. This helps
to stimulate overall healing to the immune system, and can often help prevent
various illnesses that may occur.
http://www.hairgrowthstimulants.co.cc/sauna-health-benefits/
Preface 78
Plan for the future in Sauna room

There are 2 sauna rooms inside the sauna zone in the Chicken Run Sport
Complex and we set the locker zone near the dressing room. It will make the
private feeling to the customer and inside the sauna room have more facility to
service the customers.
The plan for the future, we set for increase the sauna room for give more
service and make larger sauna zone for subtend the customer demand.
The sauna room
This natural wood sauna will cleanse your body

from toxin, heavy metals and other harmful
materials:
Our infrared elements are designed to operate
within safe far-infrared range to maximize the
efficiency of your therapeutic sauna experience
Sauna features automatic thermostat computer
control panel, soft light, and oxygenator
Take your relaxation to the next level by listening
to the soothing audio via the build-in CD, FM, AM
radio and speaker
1 year warranty
Preface 79
The Chicken Run Sport Complex has the some special service to
give a towel to the customers who come to get the service of
fitness, Sauna and swimming pool.
After the customer already gets

the service, they must get back
the towel to the receptionist. So,
every towel that the Chicken Run
Sport complex brings to give, it
was washing from the high
quality laundry. Then the price of
the towel is about 100 Bath per
piece.
There are many laundry

shop in Chiang Mai but the
Chicken Run Sport Complex
choose only high quality
and cheap price for laundry
shop. It will help to save the
cost and make the customer
satisfaction.
Preface 80
The Chicken Run Swimming pool
The swimming pool of the

Chicken Run Sport Complex is 50
m3. It will make high cost base
but swimming sport is an
important sport. The customer
can exercise and relaxing in one
time that they come to get the
service. The swim sport is exercising in every part of body. And
it is easy to burn the calories in this kind of sport.
The Chicken Run Sport Complex set the pool be hide the
main building and set the water control room near the pool.
There are dressing room and toilet for service the customer
because some customer may come to get only pool service.
The Member Card
The member card is the PVC card. Every member will get
one of the card after be the sport complex member. The
receptionist will record the address of that customer and send
the member card to that customer within 3 day. The cost of the
card is 35 baths per a card.
Preface 81
4.2 The Service Process
The Chicken Run Sport Complex is the service business.

Then, we concern about give the best service to the customer.
Every part and zone was designed to make more customer
satisfaction as much as possible. We want to make the first
impression since the customer see the building of the company.
The Chicken Run Sport Complex set the employee to smile or
make the happy face while give the service. It make the
customer want to come back to get the service again.
4.3 The Step of service process
1st Step - The customers who come to get the service will see
the large car parking.
2nd Step - Come inside the building and meet the receptionist
counter and they must show the member card or sign in here.
3rd Step - Choose the service that they want to use. They can
choose all of the service or can choose only one service.
4th Step – the customer will receive the towel in every one time
to come to get the service.
5th Step – the customer who comes to get the fitness service
can get the trainer for give the information or teaching with the
professional.
6th Step – the people who come to be the new member will
receive the member card within 3 day.
Preface 82
4.4 Location
- 3Rai
- Chiang Mai – Lampoon Rd. B.Nonghoy A.Muang Chiang Mai
- Next to UFO bowling center
- Near “ Chiang Mai 89 ”
- Near Bangkok bank, SCB Bank , Seven eleventh express
,Lotus express , Bakery , Restaurant and retail store
- Near Chiang Mai air port
- see Doi Su teb
- 12,000bath / Square two-meters :
We will rent 3Rai of land

Estimated rent cost = 3% from Land price
Rent cost = 12,000bath x 3rai
= 12,000bath x 1,200 square two-meters
= 14,400,000bath x 3%
Rent cost = 432,000bath / year
Building
Cost of real estate = 12,000 bath / 1 square two-meters
The structure of the real estate area = 2rai or 800 square two-meters
So The cost of real estate will be 12,000bath x 800 square two-meters
The cost of real estate will be 9,600,000bath
Preface 83
4.5 The Facility Layout
Car park
The car park of Chicken Run Sport Complex is the
outdoor car park. There is large area to park for 10-12
cars. And there are motorcycle areas to support the
customer who come to get the service by motorcycle.
Pattern of the store building structure

The building of the Chicken Run Sport Complex has just
one floor. The size of the building is 20*60 meter. There
are 4 big rooms inside the place. The wall is height 5
meters and width 20 meters.
5
meters
20
meters
Preface 84
The pattern inside the store
The size of the building is 20*60 meter. There are 4 big

rooms inside the place. Inside the fitness Sauna and kid
zone room have many toilet. There are more dressing
room inside the fitness and sauna room for service the
customers because some customers want to get just
only one kind of service.
Fitness Center Zone
Preface 85
Kid Zone Room
Toilet and Dressing room
Reception Room
Coffee Corner
Sauna Room Service
Water Control Room
Swimming Pool
Preface 86
Fitness Center Zone
The fitness
equipments
Dressing room
Toilet
Kid Zone Room
Kid toys and

equipment
Reception Room
The counter bar
The towel cabinet
Sofa and table
Toilet
Preface 87
Sauna Room Service
The Sauna room
Locker cabinet
Bath room
Dressing room
Toilet
The Coffee Corner
Manager Office
Zone
Coffee Bar
Tables and chairs
Preface 88
The Swimming Pool Zone
Building
Swimming pool
Water Control
Room
Toilet and dressing
room
Preface 89
4.1.5 Machine/Tools/Equipment
Office
- Compunter acer
-Intel PDC E2220 (2.4Ghz)
-Linux, MEM
-1GB DDRII 800
-HDD 320GB SATAII
-SATA-DVD-RW
-Multi in One Card Reader
-(PS.V740C.007LE )
-Acer LCD 17 inch X193WAbd 5ms,10000:1,DVI
(ET.CX3WA.A01 )
-Price with vat 15,900 baht
Printer cannon imageCLASS MF4412
• Stylish, space-saving design

• Easy to use intuitive 5-line LCD display
• 23ppm (A4), 9 seconds First Copy Out Time
• Up to 1200 x 600dpi resolution for prints and copies
Preface 90
• All-in-one cartridge system for cost-efficient supplies

replacements
• Energy Star Qualified
-The Canon imageCLASS MF4410 features a simple and intuitive

5-lines LCD interface designed for easy operation.
Scan up to 9600 x 9600dpi. Files can be scanned directly to
email, or as searchable PDF using the MF Toolbox, enabling
easy text searching
-Price with 5900 baht.

Office desk
-Price disk size 150* 80*70cm
Price 3000 bath.
chair
Preface 91
Price 1200 baht.
Fax mfc 3360c

- Fax machine paper roll.
-Auto cut paper ( fax, photocopying, answering machine)

-Modem Speed 14,400 bps .
-send a time sheet 10 bit.
Price 6590 baht.
Preface 92
Document file
Size Size Wide 80 cm deep 100 height 200
18 doors
Price 5900 baht.
Phone ck 4889
-price 600 bath.
Preface 93
- Paper A4
-Photocopying paper: Double A
-Photocopying: 80 Grammy for the photocopying and

Printing.
-Quantity: 500 sheets/Dream
-Price 90 baht per pack
Preface 94
Clip file s
-size 240*350cm
-Price 50 bath
Laser stamp pad

-Size 7.9*12
-Two color red and blue
-Price 50 bath
Horse stamp ink

-Size 30 cc
-Two color red and blue
Price 10 bath
Max
Preface 95
-Price 60 bath.
Stable max
-Price 50 baht
Punch machines
-Price 300 baht
Scissors
-price 100 baht
Preface 96
Pencil
-Price 70 baht
Easer
-Price 10 baht.
Pen
-Price 5 baht
Preface 97
Liquid paper
-Price 70 baht
Scotch tape
-Price 50 baht
Preface 98
Plug
-Price 300 baht
Knife
-Price 40 baht.
Air- Conditioner HITACHI RAS-S24CE

- Air Wall Type
- Size 23700 BTU
- Disinfection of bacteria with light & UV
- Nano Titanium filter discs eliminate bacteria
- Speed Cool cooling system, accelerate faster
- Silent Cool system noise reduction
-Panel cooling large increases in thermal efficiency
-price 39900 baht
Lcd tv Sony
-size 40”
Preface 99
-price 29900 baht.
Computer table
-size 80*60*75 cm
-price 2500 baht.
Preface 100
Polder Sofa
-price 20000 baht
Zone pool
Desk relex
-price 5500 baht.
Preface 101
Towel
-size 20*40”
-price 60 baht
Size 10*20”
-price 30 Baht
Glass
-Size 20cm* 10cm
-Price 40 baht.
Preface 102
Zone kiss
Price 10000 baht.
Price 1200 baht.
Table set tea

Price 1900Bath
Preface 103
Desk set kid

Price 3500 baht
Sisal kid
-Price 290 baht.
Preface 104
Park kiss room

-Big side+ball 1000
Price 65000 baht.
Zone coffee
Bar coffee
-size 50”* 45”*35*
-price 30000 baht
Preface 105
Table set coffee yuka

-price 3500 bath
Machine coffee
-price 120000 baht.
Set glass
-Price 40 baht.
Preface 106
Glass ceramic
-price 80 baht.
Glass plastic
Price 25 piece/ 100 baht
Preface 107
4.6 Logistic Management
Logistics is managing the flow of data and other resources,

including energy and people between the source and the point
of consumption to meet the needs of consumers. Logistics
involves the integration of the data, transportation, inventory
and warehouse management - material handling and
packaging, and security.
Our products transportation
The everything of trading in the shop we purchased from the store. From
various Web-end department stores and shops are located on Bangkok and
national.
By
Preface 108
Preface 109
4.7 Machine/Tools/Equipment
From the list of the sport equipment price, the Chicken Run sport Complex
divides the Group of the equipment into 5 Group from exercise benefit in each
part of the body
Preface 110
Preface 111
Information From http://www.xercore.com/
Preface 112
Powertech Retail
price
price
Workbench Gym
WB MS10 Workbench Multisystem 95,000
Workbench Benches and Racks

WB-PR10 Workbench Powerrack 28,000
WB- LS10 Leverage gym 53,000
WB-LTO10 Workbench Lat Tower Option 22,000
WB-OB 10 Workbench Olympic Bench 19,000
WB-UB10 Workbench Utility Bench 15,000
6,50
WB-WR10 Workbench Weight Rack 0
9,50
WB-DR10 Workbench Dumbell Rack 0
Strength Classics
L-MP10 Leverage Multipress 25,000
l-SC10 Leverage Squat Calf 25,000
L-CDA+10 Leverage Chin/Dip Assit Plus 32,000
P-CLS10 Compact Leg Sled 35,000
P-LM10 Lat Machine 27,000
P-HC10 Hyperextension / Crunch 15,000
P-BT10 Basic Trainer 22,000
Accesseries
6,50
WB-LLA 10 Workbench Leg Lift Accessory 0
Workbench Curl Machine 7,50
WB-CMA10 Accessory 0
7,50
WB-PFA10 Workbench Pec Fly Accessory 0
7,50
WB-LPA10 Workbench Leg Press Accessory 0
7,50
WB-DMA10 Workbench Dip Accessory 0
6,50
WB-ASR10 Workbench Accessory Rack 0
Bars
7 feet Bar 3900
5 feet Bar 2400
Preface 113
EZ bar 2500
From the price detail of the power tech retail price.
Preface 114
4.8 Cost of Investment
Location
- 3Rai
- Chiang Mai – Lampoon Rd. B.Nonghoy A.Muang Chiang Mai
- Next to UFO bowling center
- Near “ Chiang Mai 89 ”
- Near Bangkok bank, SCB Bank , Seven eleventh express
,Lotus express , Bakery , Restaurant and retail store
- Near Chiang Mai air port
- see Doi Su teb
- 12,000bath / Square two-meters :
We will rent 3Rai of land

Estimated rent cost = 3% from Land price
Rent cost = 12,000bath x 3rai
= 12,000bath x 1,200 square two-meters
= 14,400,000bath x 3%
Rent cost = 432,000bath / year
Building
Cost of real estate = 12,000 bath / 1 square two-meters
The structure of the real estate area = 2rai or 800 square two-meters
So The cost of real estate will be 12,000bath x 800 square two-meters
The cost of real estate will be 9,600,000bath
Preface 115
The Billboard
The billboard of company order from. The size of background for set the font wide is about 6
meters and height 4.5 meters, and background color is yellow. The Stainless billboard is
suitable for big size billboard and has durable of company’s billboard. The black ground
billboard with the logo plant color price is about 50,000 Baht. The font size use 35 inches,
there are 2 sizes include big font size use 2 words and small font size 2 words “CHICKEN
RUN Sport center ”. The price of big font size 20,000 Baht and small font size is 9,000 Baht
and service about 10,000 bath. Total price are equal 89,000 Baht.
Juristic Person Registration

- Company Limited Registration
Submit the name’s company Chicken run sport complex for determine not same
as the
name reserved other companies.
Objective
For establish Chick run sport complex Company Limited toward the fitness
business market and for sell exercise equipment
Cost of glass wing door

9500 * 2door = 19,000 bath
Internet and telephone setting cost
Preface 116
Follow from the promotion on December,2010 of TOT high speed internet 6M =

590 bath include 1 phone number and free setting.
Cost of car parking

We will set in standard size of 24 cars and have mater sheet to be parking roof
and use 6 steel for 12 car, parking (H)5 and (W)3
Cost of Meter sheet = 180bath / square mater (L)5m*(W)48m for 12 car =
180*240 = 43200*2 So 2 roof = 86,400 bath
Cost of steel tower = 1,900bath / tower : So 12 tower*1,900
bath = 22,800bath
Cost of frame roof meter rack = 60,000bath
Labor cost = 45,000bath
Total cost of car parking is 214,200bath
Preface 117
Cost of investment
No. Description No. of Price/Unit Total Depreciati
product on
(years)
1. Building 1 9,600,000 9,600,000 10
2. Billboard 1 89,000 89,000 5
3. Company 1 3,500 3,500
Limited
Registration
4. trayang 2 200 400 2
5. Logo 1 5,000 5,000
6. Car parking 1 214,200 214,200 10
Total 9,911,900
Font desk
product on
1. Font desk 2 7,900 15,800 5
2. TV30’ 1 19,950 19,950 5
3. Round 1 7,990 7,990 3
speaker
4. Carpet 1 4,550 4,550 3
5. Sofa set 1 39,900 39,900 3
Total 88,190
Preface 118
Changing room for fitness and sauna

No. Description No. of Price/Unit Total Depreciation
product
1. Steel locker 12 890 10,680 3
LKM-03
2. Bench 6 2200 13,200 3
Total 23,880
Bath room & Toilet for fitness and sauna

product on
1. Basin with 6 6800 40,800 5
faucet
2. Shower 6 400 2,400 3
3. Lavatory 6 2500 15,000 5
4 Urinal 3 422 1,266 5
5. Towel rack 6 290 1,740 5
6. Dish soap 6 190 1,140 3

Total 62,346
Bath room & Toilet for Swimming-poor

Preface 119
product on
1. Basin with 6 6800 40800 5
faucet
2. Shower 6 400 2400 3
3. Lavatory 6 2500 15000 5
4 Urinal 3 422 1266 5
5. Towel rack 6 290 1740 5
6. Dish soap 6 190 1140 3
1. Steel locker 12 890 10680 3

LKM-03
2. Bench 6 2200 13200 3
Total 86226
Preface 120
Swimming Poor
product on
1. LIFE RING 3 50 150 5
2. Swimming pool 4 9000 36,000 10

ladder
3. Swimming Poor 1 160,000 160,000 10

4. Filter 2 15,000 30,000 5
Total 226,150
Preface 121
Coffee Corner
product on
1. Coffee maker 1 34240 34240 5
2. Table 3 1990 5970 5
3. Sofa chair 6 6900 41400 5
4. Font desk 1 7900 7900 5
Total 89510
Kid zone
product on
1. The ball 1 3,700 3,700 5
home
2. Plastic ball 1000 3 3,000 1
3. Slider 1 2,500 2,500 5
4. Bridge clam set 1 4,900 4,900 5
Total 14,100
Preface 122
4.9 Depreciation
Year 1
Table 4.1 Operation Cost of year 1
Preface 123
Preface 124
Preface 125
Preface 126
Table 4.2 Administration Cost of year 1
Preface 127
Year 2
Preface 128
Preface 129
Preface 130
Preface 131
Preface 132
Year 3
Preface 133
Preface 134
Preface 135
Preface 136
Year 4
Preface 137
Preface 138
Preface 139
Preface 140
Preface 141
Year 5
Preface 142
Preface 143
Preface 144
Preface 145
Preface 146
4.10 Management Analysis
4.10.1 Organization Management
Chicken Run Sport Complex have to managing the organization by register

Chicken Run Sport Complex to company limited. We have to communicate with
register partnership firm department, which is located in office of commercial
affairs Chiang Mai for to establish the Chicken Run Sport Complex company
limited, and then we will have to pay tax in form of corporate income tax.
Company limited is that kind of company, which is form with a capital, divided
into equal shares, the liability of the shareholders being limited to the amount
unpaid on the shares respectively held by them. When will to establish the
company limited, must have at least 3 persons signing together in order to
prepare memorandum and then register. Upon receiving the amount of shares,
the director must register as the company within 3 months from the date of
company has meeting to establish the company.
Below is the total name of partnership that to invest in Chicken Run Sport
Complex company limited as follows :;
1. Mr. Kasemsant Wongchai

2. Mr. Ronnachai Ratchadasiwaguen
3. Mr. Thanaphat Keawphiboon
4. Mr. Pongwithit Thunyakittikul
5. Mr. Patima Pimsagul
In five partnership of Chicken Run Sport Complex business, have to

vote and make agreement to appoint Mr.Thanaphat Keawphiboon to be
managing partner manager of Chicken Run Sport Complex company limited. He
has responsible to register establish company limited office of commercial affairs
Chinag Mai. Moreover, he must to oversee and maintain tidiness in the company.
He gets the authority to inspect every document that relate to operations in the
company and who is delegate person of partnership that have respond to sign
agreement when do business with other company.
Preface 147
4.10.2 Organization Chart
MANAGER
ACCOUNT MARKETING GENERAL INFORMATION

MANAGER MANAGER MANAGER TECHNOLOGY
ACOUNTANT MARKETING MAN FITNESS COACH

(2Positions) (4Positions) (3Postions)
SAUNA STAFF
(2Positions)
COFFEE STAFF
(2Positions)
LIFE GUARD
(2Positions)
RECEPTIONIST
(2Positions)
HOUSEKEEPER
(4Positions)
SECURITY GUARD
(2Positions)
Preface 148
People in organization
Chicken Run Sport Complex have total of employee amount 30 people and below are
to descript the characteristic and task of employee in each position.
1. Manager
Mr.Thanaphat Keawphiboon
Task
- Oversee all division and along with to sign in that agreement document.
- Manage all of division
2. Account Manager
Mr. Pongwithit Thanyakittikul

Task
- Work that relate to financial and accounting

- To analysis the liquidity of money
- To planning money
- Manage and control budget of company
Characteristic of Accountant ( 2 Position )
- Female, Age 24-30 - Graduated high vocational certificate or bachelor

degree in account major
- More than 1-2 year of work experience that relate to finance
- Computer skill especially Excel and Express
- Can analysis the liquidity and financial of company
-Be carefully detailed person and good understanding the principles of financial
and accounting.
- Have patience, enthusiasm and integrity.
Preface 149
- To be honest on work
3. Marketing Manager
Mr. Kasemsan Wongchai
Task
- Do marketing and advertising

- Analysis market trend form seasoning
- Managing for product and service to customers satisfaction
- Continuous to fine new customer
Characteristic of Marketing man ( 4 Position )
- Male / Female, Age 24-30

- Bachelor degree with the major is marketing or relate major
- Work experience more than 2 year
- Can use computer program
4. General Manager
Mr. Patima Pimsagul
Task
- Training the employee

- Control work of employee to be system and effective
- Prepare for company working plan
- Selection new employees into the appropriate position
Preface 150
Characteristic
- Can do many works in the same time

- Have high responsibility in task and high relationship
- Good communicate to work with other person
5. Security Guard ( 2 Position )
Task
- Security the Chicken Run Sport Complex

- Check and find the bad thing in Chicken Run Sport Complex
Characteristic
- Male , Age 20-30 year

- Have high responsibility
- Can hard work
6. Fitness coach ( 3 Position )
Task
- Service the customer in fitness

- Help the customer when they need
- Instruction about equipment in fitness
Characteristic
- 2 Male and 1 Female , Age 25-30 year

- Have the experience about fitness about 2-3 year
- Bachelor degree with the major is physical science
- High relationship
Preface 151
7. Sauna staff ( 2 Position )
Task
- Service the customer how to use sauna

- Keep the Sauna
- Manage everything about sauna
Characteristic
- Male and Female , Age 22-30 year

- Bachelor degree
- High relationship
- Love of service
8. Coffee staff ( 2 Position )
Task
- Do a cup of coffee for the customer

- Manage the coffee corner
- Service the customer to relax in coffee corner
Characteristic
- Male and Female , Age 18-25 year

- Love of service
- High relationship
Preface 152
9. Receptionist ( 2 Position )
Task
- Open the door when the customer want to get in

- Instruction about Chicken Run Sport Complex
- Take care the customer
Characteristic
- Female , Age 20-25 year

- Love of service
- High relationship with other person
10. Life Guard ( 2 Position )
Task
- Care the customer when they swimming

- Help the customer when have the accident
- Manage the pool
Characteristic
- Male , Age 25-30 year

- Have experience about this work 3-5 year
- Ready all time for help the customer
- Love this work
Preface 153
11. Housekeeper ( 4 Position )
Task
- Cleaning across in Chicken Run Sport Complex

- Show products and sort products to look beautiful
Characteristic
- Female, Age 25-30 year

- Have high responsibility in task
- Have eager on work
12. Information Technology Manager
Mr. Ronnachai Ratchadasiwaguen
Task
- Manage electronic equipment in Chicken Run Sport Complex

- Editing computer when have problem
- Control all computer in Chicken Run Sport Complex
Characteristic of Computerist ( 2 Position )
- Male , Age 23-27 Year

- Have more experience about computer
- Bachelor degree with the major is computer science
- Love this work
- To be the honest on work
- Computer skill
Preface 154
4.10.3 Administration Cost
1. Employee salary
Wage rate of our organization

1. Manger partner position 5 persons( 15,000*5 ) 75,000 Baht.
2. Employee in the organization
Account department
- Accountant 1 person 10,000 Baht
Marketing department
- Marketing officer 2 persons(9,500*2) 19,000 Baht.
General department
- Security guard 2 persons(7,000*2) 14,000 Baht.
- Sauna staff 2 persons(8,000*2) 16,000 Baht
- Coffee staff 2 persons(8,000*2) 16,000 Baht
- Receptionist 2 persons(7,500*2) 15,000 Baht
- Life guard 2 persons(8,000*2) 16,000 Baht.
- Housekeeper 4persons(7,500*4) 30,000 Baht.
Information Technology department
- Computer list 2 persons(10,000*2) 20,000 Baht
Total salary expense/month 231,000 Baht
Preface 155
2. Station expense
Table 4.11 Station expense
No
. Product Description Unit Price Total
498. 498.
1 Paper A4 1 Box/5 00 00
690. 690.
2 Paper F4 1 Box/5 00 00
135. 135.
3 Punch Machine 1 00 00
55.0 165.
4 Glue Latax 3 0 00
1
Case case/10 112. 112.
5 Document(9"x12") 0 00 00
43.0 43.0
6 Stapler 1 0 0
12.0 36.0
7 Pen 3 0 0
60.0 180.
8 Max 3 0 00
26.0 312.
9 Pencil 12 0 00
15.0 75.0
10 Eraser 5 0 0
1 330. 330.
11 Bill Sprit(Cash) pack/10 00 00
379. 758.
12 Calculation 2 00 00
28.0 420.
13 Scotch tape 15 0 00
65.0 325.
14 Staple max 5 0 00
Hanging Rubber 69.0 207.
15 Stamp 3 0 00
41.0 123.
16 Liquid paper 3 0 00
53.0 159.
17 Scissors 3 0 00
179. 179.
18 Clip Spring Files 1 00 00
19.0 57.0 Preface 156
19 Highlight 3 0 0
Total Of Stationary 4,8
Expense 04
3. Electricity Expense/month
32meters pressure in the normal rate
Estimate use of electricity 10,000 unit*1.7034 = 17,034 baht
Add services expense = 228.17 baht
Total Electricity expense / month = 17,262.17 baht
Reference: http://www.eppo.go.th/power/pw-Rate-PEA.html#2
4. Water Expense/ month
1,000 liter = 1 Cubic meters
Forecast use 300cu.m/month × 17.05 = 5,115 baht
Add general service = 100.00 baht
Add VAT 7% = 358.05
Total water expense/ month = 5473.05 baht
Preface 157
Table 4.12 Water expense
WATER RATES BY USER TYPES(Satang per Liter)

WATER RATE BY USER No.1/2553
Official and Small
Business
Level of water used baht/cum. Satang/liter
Cum./month Low level Rate 100 Baht
0 -10 units 11.45 1.145
11- 20 units 14.2 1.42
21- 30 units 15.45 1.545
31- 50 units 16.45 1.645
51- 80 units 16.85 1.685
81-100 units 16.95 1.695
101- 300 units 17.05 1.705
301-1,000 units 17.15 1.715
1,001-2,000 units 17.25 1.725
2,001-3,000 units 17.35 1.735
more than 3,000 units 17.45 1.745
Remark 1. VAT not included

2. General Service 100 baht
Preface 158
5. Internet expense/month
(3m/512kbps)
Internet expense 590 baht/month
Telephone expense 200 baht/month
Maintenance 200baht/month
Remark* every month can use telephone free 200 baht or 200 minutes
Total 790 baht/month
4.10.4 Explanation Administration cost
- Employee Salary
Preface 159
Our Chicken Run Sport Complex have 30 persons , so total salary that we
have to pay
285,000 baht per month , it is fix cost that we will pay in every month and every
year.
- Stationary expense
We not to purchase administration every month, because some stationary
equipment
are not easy to damage in every month, such as calculator, highlight, max,
punch machine,
scissors, bill spit, glue latax. In addition some stationary that easy to extinction
out, we will
purchase a lot of in one time, such as paperA4, clip files, staple max, pencil,
eraser, pen,
liquid paper, scotch tape, so our organization’s stationary expense are not to pay
in every
month, therefore we average to pay three or four time alternate in one year.
- Electricity expense
Electricity of Chicken Run Sport Complex will change every day because
electricity depend on number of customer. If this day have more customer,
electricity
will increase too. Then, electricity of Chicken Run Sport Complex is changeable.
In the first year that we open we think our company will have total of electricity
in moderate, not high or low
In the second year, our organization might have a lot of customer.So our
electricity expense have increase but not to much.
In the third year, our organization have more experience to managing the
resources in the organization, we can reduces the electricity expense then we
will increase for our income
In the fourth year, we might have more electricity expense because our
organization will provided the new project to make in higher satisfaction of
customer.
In the fifth year, we will have in old and new customers to come and be
member in our project, the electricity can be decrease automatically because we
will get more income than our expense.
Preface 160
- Water expense
Water expense of Chicken Run Sport Complex depend on number of
customer. If
more customer, water expense will increase too. Chicken Run Sport Complex
have plan
change water in pool one times per month for customer feel satisfy with new
water in every
month. Water expense can calculate from daily life of employee in organization
such as bath
room ; wash your face and teeth after lunch before contract the customer.
In first year, we open business, so the totals of water expense are not to pay
more.
In the second year, our business will have the market and get more customers to
come for sign contact, so the water expense will increase from the first year.
In third year, we will see increase of water expense but not to high. It is likely in
year two or higher than the second year if get more the customer.
In fourth year, we will see in higher water expense. It will be increase.
In the fifth year, we can reduce the water expense and pay in lower cost
because we
can control it to stable.
- Internet and Telephone

Internet and telephone in Chicken Run Sport Complex can calculated fix number
every month because Internet pay 590 baht per month and telephone free 200
baht per month if use over that 1baht per minute . It make our organization
inessential to use telephone because The customer wants to contact and require
the information of our business by themselves.
In the first year that we open the business, the total internet and telephone are
not to pay more.
In the second year, our business will have the market and get more customers to
come for sign contact, so the internet and telephone will increase from the first
year.
In third year, we will see in increase of internet and telephone.
Preface 161
In fourth year, we can reduce the internet and telephone and pay in lower cost
because we can control it to stable.
In the fifth year, we will see in higher internet and telephone. It will be increase.
Because our business have plan to contract with another company for provide
new project.
Preface 162
- Fire insurance
Chicken Run Sport Complex do fire Insurance with Muang Thai Insurance with
limits protection is 1,000,000 Baht and insurance rate is 40,880 per years, it is a
fix cost. Muang Thai Insurance are protect everything in the shop and protection
for year by year.
- Employee training
Global Talent Consultants Company limited (GTC), is headquartered in Bangkok

with its operations spread over Asia Pacific in Thailand, India, Malaysia and Singapore, is a
platform to explore human development skills, facilitate and enhance learning and
development activities, running value added programs such as 3E (Education, Experience,
and Enlightenment) Programs, Training Program, Mini MBA, Leadership Retreat,
Recruitment etc.
GTC would like to invite to join Total Quality Management Workshop headed by Mr.
Suresh Lulla, who has over 30 years of experience in HR/Organizational Development with
key focus on people with Total Quality Management approach.
The training program is 2 times per year, We will pay one day for
employee training
expense about 15,000 baht not including VAT 7 %.Then the total train program
has expense
in 30000baht per year. We have invited instructor that have more skill,
knowledge and more
experience to training our staff in GTC.
Preface 163
Global Talent Consultant Co., Ltd.

213/4 Room B, 5th Floor, Asoke Tower,
Asoke Road, Sukhumvit Soi 21,
Bangkok 10110 Thailand
Mobile: +66 86 7071211

Office: +66 2664 4498 or +66 81935 1878
Fax: +66 2664 4404
Email: taksaon@globaltalent.co.in
- Staff ‘s shirt
Chicken Run Sport Complex will make staff shirt for employee in
organization because it make the customer know who are staff and show unity
of our
organization. Every employee will receive 2 pieces and cost of one piece is 250
baht. Below
Preface 164
is example of Chicken Run Sport Complex staff ‘s shirt.
Modern ac shirt shop this is produces our

company’s
staff shirt
Address:
Modern ac shirt shops, King Meng Rai the Great
Monument junction, the way go to sports central field, near
RAC Institute tutorial. Tel: 053-742699
Preface 165
Table 4.13 Administration cost year 1
YEAR 2010
N
o Description Base JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC Total
1 Employee Salary 285,000 285,000 285,000 285,000 285,000 285,000 285,000 285,000 285,000 285,000 285,000 285,000 285,000 3,705,000
2 Station expense 4,804 2,402 0 0 0 0 0 2,402 0 0 0 0 0 4,804
3 Electricity expense 17,262.17 17,262.17 19,000 19,000 19,000 17,262.17 17,262 17,262 17,262.17 17,262.17 17,262.17 17,262.17 212,359.53
4 Water expense 5,473.05 5,473.05 5,600 5,600 5,600 5,473.05 5,473.05 5,473.05 5,473.05 5,473.05 5,473.05 5,473.05 66,057.45
5 Internet and Telephone 790 790 790 790 790 790 790 790 790 790 790 790 9,480
6 Fire insurance 2,525 2,525 0 0 0 0 0 0 0 0 0 0 0 2,525
7 Employee training 30,000 15,000 0 0 0 0 0 15,000 0 0 0 0 0 30,000
8 Staff 's Shirt 15,000 0 0 0 0 0 0 0 0 0 0 0 0 15,000
Total 328,452 308,525 310,390 310,390 310,390 308,525 325,927 308,525 308,525 308,525 308,525 308,525 4,045,226
Preface 166
YEAR 2011
N
1 Employee Salary 285,000 285,000 285,000 285,000 285,000 285,000 285,000 285,000 285,000 285,000 285,000 285,000 285,000 3,705,000
2 Station expense 4,804 2,402 0 0 0 0 0 2,402 0 0 0 0 0 4,804
4 Water expense 5,473.05 5,473.05 5,600 5,600 5,600 5,473.05 5,473.05 5,473.05 5,473.05 5,473.05 5,473.05 5,473.05 66,057.45
5 Internet and Telephone 790 790 790 790 790 790 790 790 790 790 790 790 9,480
6 Fire insurance 2,525 2,525 0 0 0 0 0 0 0 0 0 0 0 2,525
Total 328,452 308,525 310,390 310,390 310,390 308,525 325,927 308,525 308,525 308,525 308,525 308,525 4,030,226
Preface 167
YEAR 2012
N
285,00 285,00 285,00 285,00
1 Employee Salary 0 285,000 285,000 0 0 0 285,000 285,000 285,000 285,000 285,000 285,000 285,000 3,705,000
2 Station expense 4,804 2,402 0 0 0 0 0 2,402 0 0 0 0 0 4,804
4 Water expense 5,473.05 5,473.05 5,900 5,900 5,900 5,473.05 5,473.05 5,473.05 5,473.05 5,473.05 5,473.05 5,473.05 66,957.45
Internet and
5 Telephone 790 790 790 790 790 790 790 790 790 790 790 790 9,480
6 Fire insurance 2,525 2,525 0 0 0 0 0 0 0 0 0 0 0 2,525

311,69 311,69 311,69
Total 328,452 308,525 0 0 0 308,525 325,927 308,525 308,525 308,525 308,525 308,525 4,034,126
Preface 168
YEAR 2013
N
285,00 285,00 285,00 285,00
1 Employee Salary 0 285,000 285,000 0 0 0 285,000 285,000 285,000 285,000 285,000 285,000 285,000 3,705,000
2 Station expense 4,804 2,402 0 0 0 0 0 2,402 0 0 0 0 0 4,804
5,473.0 5,473.0
4 Water expense 5,473.05 5,473.05 5,500 5,500 5,500 5,473.05 5 5 5,473.05 5,473.05 5,473.05 5,473.05 65,757.45
Internet and
5 Telephone 790 790 790 790 790 790 790 790 790 790 790 790 9,480
6 Fire insurance 2,525 2,525 0 0 0 0 0 0 0 0 0 0 0 2,525

309,29 309,29 309,29
Total 328,452 308,525 0 0 0 308,525 325,927 308,525 308,525 308,525 308,525 308,525 4,026,926
Preface 169
YEAR 2014
N
285,00 285,00 285,00 285,00
1 Employee Salary 0 285,000 285,000 0 0 0 285,000 285,000 285,000 285,000 285,000 285,000 285,000 3,705,000
2 Station expense 4,804 2,402 0 0 0 0 0 2,402 0 0 0 0 0 4,804
4 Water expense 5,473.05 5,473.05 5,900 5,900 5,900 5,473.05 5,473.05 5,473.05 5,473.05 5,473.05 5,473.05 5,473.05 66,957.45
Internet and
5 Telephone 790 790 790 790 790 790 790 790 790 790 790 790 9,480
6 Fire insurance 2,525 2,525 0 0 0 0 0 0 0 0 0 0 0 2,525
8 Staff 's Shirt 15,000 0 0 0 0 0 0 0 0 0 0 0 0 15,000

311,69 311,69 311,69
Total 328,452 308,525 0 0 0 308,525 325,927 308,525 308,525 308,525 308,525 308,525 4,046,126
Preface 170
4.11 Technical Feasibility Conclusion
Chicken Run Sport Complex has location on center of Chiang

Mai and has bus stop/mini bus to service to the bus stop for
easy to go sport complex. Company has the medium area to
parking for car and small area to parking for motorbike.
Company has area to
Chicken Run Sport Complex has the verity of service and
security give to customer. Company have 6 zone of sport
complex are Fitness, Swimming pool, Sauna, Kid zone, Coffee
zone and Operation/information zone. Company use high
technical in sport complex. First, Fitness Zone Company order
machine from around the world up to the type of fitness
machine because company need the standard for use in fitness
zone. Company has teaching for the beginning play fitness,
locker to safety and toilet/bathroom to use in fitness. Because
company need to give good fill and good service to customer.
Second, Swimming Pool Zone Company uses the “Ozone
System” and the kid pool zone to make reliability from
customer. Company has another service to take care are locker
to keep, chair, toilet and bathroom to rest before and after
swimming. Company has lifeguard and teaching to take care
and help customer. Third, Sauna Zone Company has private
area to change clothes, has lockers to keep item and cam to
security. In Sauna zone has medium sizes of sauna for male and
female to service and in sauna we have electric heater to
change temperature. Fourth, Kid Zone Company set location on the
center of sport complex because us considers safety to come first. So
Preface 171
company will set up the heavy mirror to see swimming pool,

fitness zone, coffee corner and view of operation/information
zone. Kid zone has many toy and ball room to play in the center
of zone and education or cartoon television to learn to service.
Preface 172
Company set CCTV to safety in this zone and has nurse to take
care child. Five, Coffee Corner Company has the good location
to drink coffee or water such as see the swimming pool and kid
zone. Coffee corner has high quality in this zone because we
use new coffee grinder and fresh coffee to serve. If customers
don’t like to drink coffee, we have coco to sale. Last zone,
Operation/information zone has location on the front of building
because when customers come on sport complex, we will ask
customer “What do you want to use in this sport complex?”, In
this zone will have the medium area, sofa, news paper and air
condition to service.
Chicken Run Sport Complex use only high quality machine
to service customer. Because company careful about healthy
and impression of customer to use fitness and other service
from sport complex. Company uses many teachers to take care
and trend beginner spotter.
Preface 173
Chapter 5
Financial Analysis
Preface 174
Payback Period
NPV
IRR
Preface 175
Income Statement
Table 5.1 Income statement of year 1
Preface 176
Preface 177
Preface 178
Preface 179
Preface 180
Cash flow
Table 5.6 Cash flow of year 1
Preface 181
Preface 182
Preface 183
Preface 184
Preface 185
Balance Sheet
Table 5.11 Balance Sheet of year 1
Preface 186
Preface 187
Preface 188
Preface 189
Preface 190
Chapter 6
Risk
Preface 191
Risk
Risk is a situation or actions that occur in certain situation and result in case of
damage, failure or reduce the chance of organizer’s profit. Chicken Run
Company divides risk in to 2 factors. The first is internal risks and the last is
external risks. Both Chicken Run Sport complex can prevent and eliminated
the risks by had a risk management to control or reduce an effect from risk’s
expectation as the following.
6.1 External Risks
External risks of Chicken Run Sport complex are arising from external
forces. It’s difficult to expect and control, However Chicken Run Company had
a plan for risk management to plan for prevent the risks and solve the effect
from external risks as the following.
6.1.1 Changing in technology
Nowadays technology rapid development, it is a direct risk to Chicken

Run Sport complex in the part of fitness equipment such as track are
developed by reducing the impact from running or track are developed by
adding the accessories like measure pulse for adapt speed of track match with
rhythm and the hearth late, etc. That can create barriers to usage of service.
For risk management in this case The Chicken Run Company is always
needed to follow the new development by install the part of equipment to
increasing a potential of equipment. All of this will respond to customer need
and will increase the certainty of our customer.
Preface 192
6.1.2 Competitive Condition
There are two main competitors in Chiang Mai, it make Fitness center business
is high competition in market share, every fitness have alike on standard that make
customer need more information to make the decision for choosing, in this reason,
this risk can effect by reducing amount of service from The Chicken Run Company.
Form this reason, The Chicken run company need to increase the market
share. So, Chicken Run Company has a plan to solve this problem by using promotion
to undercut competitor with keep a high standard of our service for saving an old
customer and at the same time it will increasing on new customer. Moreover, the
promotion strategy will make new competitor hard to entry in this market and it
difficult to rape the market share by main competitor.
6.1.3 Economic downturn
Economic downturn can make the confidence of consumers and investors are
recession. Lead to a decrease in consumption and investment. Result in closure of
businesses failed the unemployment increased it make the risk for doing business
more highly.
For this reason, Our Business have a opportunity to growth up and gain more
profit due to reduced of competitor because some competitor can’t open the
business that is a good chance for our company to have more connection with
customer.
Preface 193
6.1.4 Natural disaster
Natural disaster is the risks that hard to expect and can’t asses the damage
before happen, May occur for several reasons such as earthquake, fire, flood, etc.
Each can make a great damage.
For this reason, The Chicken Run Company chooses to protect the business
form natural disaster by have insurance 40,880baht/year with AIA Company in the
limit protection about 14,000,000baht.
Preface 194
6.2 Internal forces
Internal forces are many causes including as operating risk which executive
can look and control because these risk is under operating of Chicken Run Sport
Complex. Internal forces as follows as
6.2.1 Human Resources
The risk maybe occurs with employee of Chicken Run Sport Complex which
every organization must be confronting with risk. The recruitment employee in each
position can make risks. Chicken Run Sport Complex can’t predict the performance of
employee in each position that has efficiency or not, because we can select
employee from qualification that suitable for each position only, so it can not know
the competency of each employee immediately. In the photographer can get direct
risk of outside working, so the risk of vehicle accident at every time.
For this reasons, Chicken Run Sport Complex should give benefits to
employees such as accident insurance. Furthermore, it gives reward to superbly
employee that there responsible and diligent of your duty. Additionally, we can give
salary to employees in over time by working. All this reason, it makes customer
satisfaction and encourage for working. Every employees of Chicken Run Sport
Complex like family. It can create harmony the better in organization.
6.2.2 Integrity Risk
The honest and integrity of our employees is the most important risk that
more effect to operation management. If the employees are not honest with
their responsibility, the trustworthiness between employer and employee will
be decrease. So, manager must be use the family as a policy to manage their
employees .
Preface 195
http://www.knowledgeleader.com/KnowledgeLeader/content.nsf/Web+Content
/MethodologiesModelsFraudIntegrityRiskMethodology!OpenDocument
http://www.hotel-online.com/Trends/Andersen/1999_FraudRisk.html
Employee Fraud
The employees of each position have duty to responsibility for working.

However, each employee should honest of their assignment. If there is
employee fraud which it affect to organization as follows:
- Accounting department
Employees are responsible to made financial and accounting. Employee

fraud will often happen easily because the employees in this department
maybe fail to record accounting.
- Marketing department
Employees in this department have the opportunity to meet the

customer always. Employees same a face of company therefore if employees
fraud , it can make damage the assets and reputation of company.
6.2.3 Infrastructure
If the power goes out the company has a backup system in case of emergency
power to avoid disruption to production systems and to avoid chaos in the

Chicken Run Sport Complex.
If water does not flow if the production department will be put back up water
tank to prevent water because if water does not flow can be considered as
critical infrastructure to be used in the Chicken Run Sport Complex.
Preface 196
4. Finance Risk
Financial management is varying important. It needs to be managing with circumspection,

because the financial risk have affects the operations of our business.
Decrease in sale
- If the company’s total sale decrease by 5%, it will affect to our company’s sale revenue as
follow:
Year 2011 sale revenue is 10,206,230
- If the company sale revenue decreases by 5%, it will affect to our company’s net income as
follow:
Year 2011 Net Income is 1,025,655
Preface 197
Therefore, if company’s total sale decrease by 5%, it will affect to our company’s payback period
is 5 year 7 month.
follow:
follow:
Year 2011 Net Income is 590,798
Preface 198
Therefore, if company’s total sale decrease by 10%, it will affect to our company’s payback
period is 7 year.
Preface 199
follow:
follow:
Therefore, if company’s total sale decrease by 15%, it will affect to our company’s payback
period is 9 year 3 month.
Preface 200
Decrease intotal sale between

2011-2015
80,000,000
60,000,000 Year 2015

e
la
S
la 40,000,000 Year 2014
t
o
T Year 2013
20,000,000
Year 2012
- Year 2011
Figure 6.1 Decrease in total sale between2011-2015
So, if company’s total sale continuing to decrease more than 15%, it will affect to our company’s
payback period will be longer.
Preface 201
Increases in interest rate
If interest rate increases by 5%, that is 10.58%, Net income will be.
If interest rate increases by 10%, that is 15.58%, the payback period is 2 year.
Preface 202
If interest rate increases by 15%, that is 20.58%, the payback period is 2 year.
Preface 203
Increases in cost/expense
- If the company’s cost/expense increases by 5%, it will affect to our company’s net
income as follow.
Year 2011 Net income is 1,130,549 Baht
Therefore, if company’s total cost/expense increase by 5%, it will affect to our

company’s payback period is 5 year 3 month.
- If the company’s cost/expense increases by 10%, it will affect to our company’s

net income as follow.
Year 2011 Net income is 800,586 Baht
Preface 204

company’s payback period is 6 year.
Preface 205
- If the company’s cost/expense increases by 15%, it will affect to our company’s

net income as follow.

company’s payback period is 7 year.
IncreaseIn Costs/Expenese
16,000,000
e 14,000,000
m 12,000,000
o
c 10,000,000
n
I
t 8,000,000
e
N
la 6,000,000
t 4,000,000
o
T 2,000,000
-
5% 10% 15%
Year 2015 4,805,497 4,440,709 4,075,920
Year 2014 3,620,244 3,255,841 2,891,437
Year 2013 1,499,073 1,134,285 769,497
Year 2012 2,351,155 2,079,288 1,807,422
Year 2011 1,130,549 800,586 470,624
Preface 206
Figure 6. Increase in Costs/Expense
So, if company’s total costs/expenses continuing to increase more than 5%, it will
affect to our company’s payback period will be longer.
Preface 207
6.3 Conclusion of Risk Management
Risk is the opportunity that Chicken Run Sport Complex Company will get
loss income or the business can’t operate successful to target planning. Our
company’s risk can divide to 2 parts. First is risk from external factor. Second is
risk from internal factor. The external factor risk is hard to predict and can not to
control, such as Technology risk, economic risk, changing in demand of customer
risk and have competitor risk. The internal factor risk is we often to confront in
the organization, and it is the risk that we can control it, such as integrity risk,
human resources risk, employee fraud risk, and time management risk. The last
risk is financial risk, such as if our income have to reduce it is directly to effect to
our company’s income will also reduce too, in the same time, if our company
expense increase, it will effect to our company’s pay back period will have long
time. About interest rate is not more effect to our company, because it effect a
little in our income statement, so financial risk is important to our company. We
must always to maintain and control cost, in addition we should to development
marketing strategy of company for attracting more customers, that is to increase
our company net income and our business can continue to survive.
Preface 208
Chapter 7
Conclusion
Preface 209
Conclusion
Nowadays the trend of healthy is very popular in Thailand and always

have interested in every ages because everyone like to have a good shape. That
makes the business about healthy are quiet good in this trend. So, fitness
businesses are directly in this trend and can easily to growth on Thai market. Our
company was concern with the demand of people in urban area such as in
Bangkok, it calculated for 5,700,000 people who already are the member of
fitness center. From this number, it obvious to see more demand of the people.
Then, it takes this business to very interesting because the numbers of
customers are increase in everyday.
In the north of Thailand, it’s too hard for find the high quality sport
complex. Then, it’s the great opportunity to open this business in the north of
Thailand. Our sport complex is difference from another because there are
trainers who have more knowledge for teach and guide the customer to exercise
in the right way. Moreover, the Chicken Run sport complex is fully club. There
are the fitness center, Sauna care less and pool inside every branches of the
Chicken Run sport complex. And then, there is internet-WIFI, coffee corner and
kid room to service the customer. Our successful of the Chicken Run sport
complex will grow up to the famous and highest quality sport center in Thailand.
In Thailand have many company companies with high capital and

famous such as a Major Cineplex that a new shareholder of California Fitness
and have announcement of expansion to add a new ten fitness center in cinema
within three year. And The Fitness First that grow extensively in Thailand
Expected to be open twelve center in five years at a cost about 1 billion baht
There are many things that difference between urban and rural living because the status of
Thailand is changed so much by the environment and the time. There is increase in the rate of
relationship with international. Moreover, the development of Thai social doesn’t make Thai
social value in the good way. The Thai people want to have many luxury thing and many
problem such as Resource and environmental has been quickly degraded. Inequalities
between rich and poor people are higher than it used to be.
Rich people only have a small amount, but owning many possessions and that makes poor
people become poorer.
Preface 210
The civilization is only concentrated in the city but did not spread out of the city. Because
people can not adjust them selves with a complexity problem in the capital and rural areas.
Most of the Thai people don't really have knowledge and are behind the adaptation of new
technologies that is coming into Thailand especially about news, information and about
computer technology.
Family problems are a serious situation which resulted a lot in social. Whether it is
drugs crime and many more problems due to family problems that are not warm, not
understanding conflicts between family members. In addition, the characteristics of family
life in Thai society that more changed a lot from the past. Members of families have to work
harder for living. Parents have to work hard for entertain warmly theirs children and
eventually have no time for family and child and that will create more problems for society.
Fitness center is the great place to make the family do anything together. Then, it is
indirect way to make the relationship with another person and use the free time to do the
benefit to them selves.
This all reasons, make Chicken run company interest in Chiang Mai City because of
Chiang Mai is a Biggest City in north of Thailand and there economic is the second in
Thailand Ranking. From this reason The chicken run company are concern about opportunity
for business’s growth up in Chiang Mai, Moreover in Chiang Mai City have population in the
age range of 15-59 about 276,703 this population are usually used service of Fitness center
because they always want to have a good in body shape. It mean our business have a sizeable
market in Chiang Mai. That why we choose Chiang Mai City to be first City to invest with,
and this are the concluding why our business is likely to invest with.
http://cmi.nfe.go.th/Data_Pro/index.htm
Preface 211
Reference
http://www.viriyah.co.th/customer/cust_product_fire.asp
http://www.tsi-thailand.org/
Reference : http://training.siamhrm.com/?
name=trainingzone&file=seminar_Detail&id=679
Reference : http://www.tot.co.th/index.php?
option=com_linkcontent&Itemid=192&categoryid=0&task=detail&detail_id=808
&lang=th
Reference: http://www.pwa.co.th/service/tariff_rate.html
http://ezinearticles.com/?Fitness-For-Senior-Citizens&id=5586623
http://www.seniorfitnessmarket.com/the-senior-fitness-market/7-reasons-to-
invest-in-the-senior-fitness-market/
Preface 212
Appendix
Preface 213
Fitness Cost
Table 1.0 Fitness cost
Preface 214
Loan
Table 1.1 Loan
Preface 215
Table 1.2 Loan (cont)
Preface 216
Decreases Sale 5%
Table 1.3 Decrease Sale 5% of year 1
Preface 217
Preface 218
Preface 219
Preface 220
Preface 221
Decreases Sale 10%
Preface 222
Preface 223
Preface 224
Preface 225
Preface 226
Decreases Sale 15%
Preface 227
Preface 228
Preface 229
Preface 230
Preface 231
Increases Cost 5%
Table 1.18 Increases 5% of year 1
Preface 232
Preface 233
Preface 234
Preface 235
Preface 236
Increases Cost 10%
Preface 237
Preface 238
Preface 239
Preface 240
Preface 241
Increase cost 15%
Preface 242
Preface 243
Preface 244
Preface 245
Preface 246
Payback Period
Of Decreases sale 5%, 10% and 15%
Picture 1 PP when sale decrease
Preface 247
Of Increases cost 5%, 10% and 15%
Picture 2 PP when cost Increase
Preface 248

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Chicken Run Sport Complex Company

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CIGGATTE GROUP [THE CHICKEN RUN SPORT COMPLEX]

KASEMSANT WONGCHAI 5031203007

THANAPHAT KEAWPHIBOON 5031203118

PONGWITHIT THUNYAKITTIK 5031203128

RONNACHAI RATCHADASIWAGUEN 5031203053

PATIMA PIMSAGUL 5131203106

1.1 Background and Significance of the project..................................................8

1.2 Project objective...........................................................................................8

1.3 Benefits of Project.........................................................................................9

1.4 Operations methods......................................................................................9

1.5 Time frame of study....................................................................................10

2.2. Situation of Industry...................................................................................14

2.3.1 Fitness Center Room.............................................................................16

2.3.3 Pool Service .........................................................................................23

2.3.4 Coffee Corner Room..............................................................................26

2.3.5 Kid Zone Room....................................................................................28

2.4 The Strategy...............................................................................................30

2.4.1 Corporate Level....................................................................................30

2.4.2 Business Strategy.................................................................................30

2.4.3 The Functional Strategy........................................................................31

3.1 General Environment Analysis....................................................................34

3.2 Social and environment factors of Thailand................................................38

3.3 Technological factors .................................................................................39

3.4 Competitors Information.............................................................................41

The competitor analysis.................................................................................48

3.5.1 Market Segmentation ..........................................................................50

3.5.2 Target Analysis ....................................................................................50

3.5.3 Position Analysis ..................................................................................51

3.6 Marketing Mix Strategy..............................................................................53

3.6.1 Products and service strategy...............................................................54

3.3.2 Price Strategy ......................................................................................55

3.7 Sales Forecast/Profit Estimation..................................................................58

3.8 Marketing Expense ( Sale Incentive )..........................................................65

4.1 The production and operation analysis.......................................................72

The Product characteristic.............................................................................72

4.2 The Service Process....................................................................................82

4.3 The Step of service process........................................................................82

4.5 The Facility Layout......................................................................................84

4.6 Logistic Management................................................................................108

4.8 Cost of Investment....................................................................................115

Table 4.10 Administration Cost of year 5........................................................146

4.10 Management Analysis.............................................................................147

4.10.1 Organization Management...............................................................147

4.10.2 Organization Chart............................................................................148

4.11 Technical Feasibility Conclusion..............................................................171

Chapter 5........................................................................................................... 174

NPV ................................................................................................................ 175

IRR ................................................................................................................. 175

Cash flow........................................................................................................ 181

Chapter 6........................................................................................................... 191

Chapter 7........................................................................................................... 209

Table 1.0 Fitness cost........................................................................................214

Table 1.1 Loan....................................................................................................215

Table 1.2 Loan (cont).........................................................................................216

Decreases Sale 5%.........................................................................................217

Table 1.3 Decrease Sale 5% of year 1................................................................217

Table 1.4 Decrease Sale 5% of year 2................................................................218

Table 1.5 Decrease Sale 5% of year 3................................................................219

Table 1.6 Decrease Sale 5% of year 4................................................................220

Table 1.7 Decrease Sale 5% of year 5...............................................................221

Decreases Sale 10%......................................................................................222

Table 1.8 Decrease Sale 10% of year 1..............................................................222

Table 1.9 Decrease Sale 10% of year 2..............................................................223

Table 1.10 Decrease Sale 10% of year 3............................................................224