Preface

For Market trend of Bakery Products in 2551 have more health related products to
meet current health by available in the food, bakery, beverage and ice cream,
homemade. The shop is only a small bakery to expand its customer base to cover and
turn to capture the market for banquet service field more. The bakery market in
convenience stores current market rate of growth of 20-25% and a major operator
bakery sold in convenience stores will expand the market more aggressively. The
plant to increase capacity as much as 3-4 times and distributed to various factory such
as Phitsanulok, Khon Kaen, Songkhla, Chiang Mai Province, etc.. In addition to
increasing channel is counted as an interesting alternative especially business banquet
or business trip such as seminar, conference celebration, lunch, event, party and tour
services, etc. This is the market potential for rapid growth. The current total market
value of 300 million baht, not including the banquet of hotels. Expected in this
business banquet field growth rate is approximately 20% higher than in the past 2-3
years at a growth rate of 10-15%. And the another is modern lifestyle makes Thai
people turn to consumption more bread and now not only eating bread in breakfast
meal only but also greatly expand out to other meals. Includes a snack, dessert each
day because of convenience, time savings and nutritional value. Resulting bakery
market continues to grow. We see new manufacturers step to capturing market share
that has serious competition as the general consumer. When looking at overall found
the bread industry in Thailand approximately 4000-5000 million baht.
For Happy Time Bakery Company is the company that business about bakery
and include beverage complete such as any kind of bread or delivery service, banquet,
special occasion, etc. Happy Time Bakery Company located in Nimman haemin Road
is commercials area in Chiang Mai. Moreover, Our bakery shop have Internet café
zone for the customer want to private. Our bakery different from other competitor by
the most of product is low fat, low sugar and made from the fresh fruits and herb for
the people who want to care their healthy more than the others people. Beside Happy
Time Bakery Company also stick in part of service such as clean, reliable, friendly,
etc. The price of the product inexpensive and has the promotion for happiness of the
customer all the time. Part of member Happy Time Bakery Company always give
special occasion before the others people.
 For management the Happy Time Company will planning before ,after Happy
Time company will developing and improve following feasibility and will try occur
the disadvantage it less .The most of reason it relate with change all of the time and
technology too ,that mean we should to predict about the risk .For the best way is
accept with the problem that occur and if possible should avoid form there .
For finance it important because the Happy Time Bakery Company it survive
depend on the balance sheet , statement loss/profit , etc but in The Happy Time
company it easy that success for part of finance that mean The Happy Time Bakery
Company there are management is good and important is our company will chick the
finance in every moth for prevent the problem and loss of something that mean if the
finance loss or have the problem Happy Time Company can not survives and success
,if occur this situation the opportunity of our company still stable .So include report
the finance and click don’ enough but should be manage with the kind it best way
because the member can not by its self but the kind can change the number give to
have problem and loss of finance .
About the marketing and the method that attract the customer it easy too ,if we
know customer need and want and lead to apply to The Happy Time Bakery
Company ,for market have to promote in many way for reach to customer .
For Happy Time Bakery Company has high feasibilities because our company
high investment include several risk but Happy Time Bakery Company good manage,
planning before so, not difficult that our company success from this thing and include
also others thing.
 Content
Chapter 1: Introduction 1
1.1 Background and Significance of the project 2
1.2 Project Objective(s) 4
1.3 Benefits of Project 4
1.4 Activities / Time Frame 5

Chapter 2: Industry Profile 6

2.1 Nature of Industry 7
2.2 Situation of Industry 9
2.3 Product / Service (in general) 15
2.4 Vision of organization 19
2.5 Mission 19
2.6 Strategy 20
- Corporate Level 20
- Business Level 20
- Functional Level 21

Chapter 3: Market Feasibility Study 22

3.1 Market Analysis 23
3.2 Competition Analysis (3C Analysis) 26
3.3 STP Analysis 32
3.4 Marketing Mix Strategy 33
3.5 Sale Forecast / Profit Estimation 35
3.6 Marketing Expenses (Sales Incentive) 36
3.8 Conclusion 37

Chapter 4: Technical Feasibility Study 38

4.1 Product Characteristics (in detail) 39
4.2 Specification, Feathers, Dimension, Life Time, etc 46
4.3 Production/services Process 47
4.4 Location 48
4.5 Facility Layout 49
4.6 Logistics Management 49
4.7 Facility Management 50
4.8 Machine/Tools/Equipments 51
4.9 Pre-operating cost 58
4.10 Investment cost 59
4.11 Operating cost 59
4.12 Administration cost 61

Chapter 5: Financial Analysis 62

5.1 Profit / Loss Statement 63
5.2 Balance sheet 65
5.3 Cash Flow 68

Chapter 6: Risk Management 70

Chapter 7: Summary 74

Appendix 77