aPreface ThisProjectisapartof1203302ProjectFeasibilityStudyandEvaluation Courseinthesecondsemesterof2009.Inthisprojectisstudyingthefeasibilityof wedding studio business in Chiang Rai,which is include generally of wedding studio business,managementinweddingstudiobusiness,competitionanalysisand marketingfeasibility,thetechnicalprocessinweddingstudiobusiness,thefinancial feasibility of wedding studio business, and risk of wedding studio business. This project makes everyone who interested to get knowledge and information about wedding business before make decision to investment, including preoperational process and operation process of wedding business, for the benefit to investment and profit of doing this wedding business. Weexpectthatourprojectwillprovidebenefitmoreandmoreinterested person, more over, if they are any error in this project or whatever, our ground made an apology at this opportunity. Group members Miss ChalermkwanRamlukkhunpattapee Miss Supattra Luelert Miss Jiranun Maitreetaweenithi Miss Patchra Yamcharoen Mr. Santisuk Yodrak bContent Preface............................................................................................................................ a Content ........................................................................................................................... b Chapter 1 Introduction...................................................................................................1 1.1 Background and Significance of the project ........................................................ 2 1.2 Project objectives .................................................................................................3 1.3 Benefits of project................................................................................................ 3 1.4 Operations methods ............................................................................................. 3 1.5 Time frame of study............................................................................................. 5 Chapter 2 Industry Profile.............................................................................................. 6 2.1 Nature of Industry................................................................................................ 7 2.2. Situation of Industry ........................................................................................... 8 2.3 Product and Service ...........................................................................................13 2.3.1 Product ........................................................................................................ 13 2.3.2 Service......................................................................................................... 23 2.4 Vision................................................................................................................. 24 2.5 Mission............................................................................................................... 25 2.6 Strategy .............................................................................................................. 25 2.6.1 Corporate Level .......................................................................................... 25 2.6.2 Business Strategy........................................................................................ 26 2.6.3 Functional Strategy ..................................................................................... 27 Chapter 3 Marketing Feasibility Study........................................................................ 29 3.1 Marketing Analysis............................................................................................30 3.1.1 General Environment Analysis ...................................................................30 3.1.2 Competition Analysis (3C Analysis) .......................................................... 34 3.2 STP Analysis......................................................................................................49 3.2.1 Market Segmentation..................................................................................49 3.2.2 Target Analysis ........................................................................................... 50 3.2.3 Position Analysis ........................................................................................ 52 3.3 Marketing Mix Strategy..................................................................................... 52 3.3.1 Product strategy .......................................................................................... 52 3.3.2 Price Strategy..............................................................................................54 3.3.3 Place Strategy..............................................................................................57 3.3.4 Promotion Strategy ..................................................................................... 58 3.4 Sales Forecast/Profit Estimation........................................................................ 59 3.5 Marketing Expenses (Sale Incentive) ................................................................ 72 3.6 Conclusion in market feasibility........................................................................ 82 Chapter 4 Technical Feasibility Study.........................................................................83 4.1 Production and Operation Analysis ...................................................................84 4.1.1 Product characteristics ................................................................................ 84 4.1.2 Service Process .........................................................................................105 4.1.3 Location .................................................................................................... 106 4.1.4 Facility Layout .......................................................................................... 107 4.1.5 Machine/Tools/Equipment........................................................................113 4.1.6 Logistics Management .............................................................................. 127 4.1.7 Facility Management ................................................................................ 129 4.1.8 Machine/Tools/Equipment........................................................................130 4.2 Cost of Investment ........................................................................................... 134 4.2.1 Pre- Operating Cost................................................................................... 134 c4.3 Investment Cost ............................................................................................... 144 4.3.1 Equipments & Tools ................................................................................. 144 4.3.2 Depreciation..............................................................................................147 4.4 Management Analysis......................................................................................160 4.4.1 Organization Management........................................................................ 160 4.4.2 Organization Chart.................................................................................... 161 4.4.3 Administration Cost .................................................................................. 165 4.5 Technical Feasibility Conclusion..................................................................... 181 Chapter 5 Financial Analysis .....................................................................................183 5.1 Income Statement............................................................................................. 184 5.2 Balance Sheet...................................................................................................189 5.3 Statement of Cash Flow................................................................................... 194 Chapter 6 Risk Management...................................................................................... 199 6.1 Risk analysis .................................................................................................... 200 6.1.1 External Forces .........................................................................................200 6.1.2 Internal Forces .......................................................................................... 203 6.2 Conclusion of Risk Management..................................................................... 210 Chapter 7 Summary ................................................................................................... 211 7.1 Summary of project feasibility study............................................................... 212 Reference ................................................................................................................... 216 Appendix.................................................................................................................... 219 1 Chapter 1 Introduction 21.1 Background and Significance of the project Theweddingceremonyisthemostimportantloveoflifethatheldamidthe exultationandwitnessedcouplestoannounceahusband-wifetogether.The ceremony is that the husband is called a groom; the wife is called the bride and called together is a wedding couple. The wedding marks the start for family life and full of accurate mass among mankind, and to have the couple. Women and men both parties have agreed and they are in an appropriate age and responsible for the good work that takefamiliestosurvive.WeddingsinThailandgenerallyhave3stepssequenceas follows;first,toaskisthemanrelativetotheadultstheyrespecttoaskfemales parent. Second, the betrothal is step after to ask then, the next step is to rank man to the groom's parents at ladys home. Third, wedding set in the morning and put raising his merits, water trumpet to be respected adult relatives witnessed the marriage, then usually a feast together.But with today's the cultures of marriage are varying in each local and always change by the era, so most people tend to take on more works and no time to prepare theirownwedding.Therefore,adoptionservicespackageforweddingevenmore convenience to the wedding. ChiangRaiprovincehasatotalpopulationof1,227,317people(Ministryof CommerceThailand,2009)andtheaveragemarriageinthemonthistwotothree pairs.BusinessServicePackagesforweddingalsorapidlyincreasing.Althoughthe economyofChiangRaiisslowdown,butdoesnotimpedethisbusinessbecause marriageisanotedsocialreasonthatisdifficulttoavoidandtobeheldasthe equation.Moneyisthemainfactorbringingthesewords,butsomedetailsofthe work,customerswillbegintoconsiderthebudgetinamoreorganizedbutnotto pressureonpriceswithoperators.Inoverall,thecustomerswanttoseethebest weddingandfromtheideathatwouldmarryonceinyourlife.Itisimportantlogic thatweddingbusinessisnotaffectedbytheeconomiccrisis.Akeyissuetodo business is the presentation of package to meet customers' changing lifestyle because themarriageofyoungpeopleinthisagechangesfromthepreviousandtheformof life changing and a wider range of lifestyle while mate most want to work out the best wedding. It is not surprising that weddings services business will grow hostile to the economicslowdownandtheweddingbecomeafactorinlifealready.Therefore,no 3matterthattheeconomywillnotwork,peoplestillwouldbemarried.Aswellas customers who are married is not only Thai, but also including foreign who are much wealthier than Thai. Fromthesereasons,allowingthegroupmembersinterestedtostudythe possibilityofWeddingstudiobusinessinChiangRai,isitpossibleinyourwedding studio or not?, and market opportunities in Chiang Rai have much?. 1.2 Project objectives 1.To study the situation of wedding studio business 2.To analyze market in the business and financial risk feasibility 3.To learn the technical and management process in wedding business 4.To Summary of the feasibility of wedding studio business 1.3 Benefits of project 1.To learn about the situation of wedding studio business 2.To learn about the market and financial risk in project feasibility 3. To learn about the technical and management process in wedding studio business 4.To know the feasibility of wedding studio business in Chiang Rai 1.4 Operations methods To study the generally of wedding studio business in Chinag Rai To study management in wedding studio business as follows: - Background of wedding studio - Product and service in wedding studio - Vision and mission statement of wedding studio - Strategy of the company To study competition analysis and marketing feasibility as follows: - General internal and external environment 4 - Marketing mix strategy of wedding studio - Demand of consumer in wedding studio business - Sale forecast and profit estimation of wedding studio To study the technical process in wedding studio business as follows: - Location- Operations and management analysis - Investment and Operation cost of wedding studio To study the financial feasibility of wedding studio business as follows: - Companys investment cost, operation expense, and other expenses - Profit and loss statement, cash flow, and balance sheet in 5 years of wedding studio To study and analysis risk of wedding studio business in Chiang Rai To Summary the feasibility of wedding studio business in Chiang Rai 51.5 Time frame of study Table: 1.1 Time frames, since November 2009 - February 2010 November DecemberJanuaryFebruary OperationsMethods W1W2W3W4W1W2W3W4W1 W2 W3 W4 W1W2W3W41. To study the general of wedding studio business in Chinag Rai. 2. To study management in wedding studio business. 3. To study competitionanalysis and marketing feasibility. 4. To study the technical processin wedding studio business. 5. To study the financial feasibility of wedding studio business. 6. To study and analysis risk of weddingstudio business in Chiang Rai. 7. To Summary the feasibilityofwedding studio business inChiang Rai. 6 Chapter 2 Industry Profile 72.1 Nature of Industry Backfor10years,theweddingbusinesscamefromTaiwanandthatmake Thaiweddingbecomemorecolorful.Thefamousthingforweddingcoupleinthat timeareaphotographalbumbeforemarriage,shootingvideopresentation,andthe weddingoutsideplacesuchasseaorparks to escape from the monotonous where is notonlyinhotel.Andweddingphotographywillfocusonbridegroomphotosets each half with the national series. (Daily news, 2007) Atthebeginning,weddingstudio is happens to serve customers who want to taking wedding photography. But, nowadays are changed because there are many the businessesaboutmarriage.Somecompanybeginstoexpandingabroadergroupof customersbygrowththepatternstoavarietyofservices.Andhowtomakethe customerthinkphotographyiswasted,sothisisthesourceoftheideathatboth photographicservicesandweddinggownrentalintheweddingdaypackage. Moreover,thereisthepremiumcarepackagetoorganizealltheweddingday.Its becomeacomprehensiveserviceandprovidestheconveniencetocustomerswho havenotimetopreparemuch.However,manypeoplestillconsiderphotography wedding studio is a waste. But in fact there are many benefits such as you can try to make up and do hairs style in full option and have the opportunity to dress before the wedding day is coming. The reason is that in the wedding day you will be very busy and have little time to take a good photography. Moreover, those photographs can be used to decorate place in a real wedding day. (We Happyily Ever After Book, 2007) Thecoreservicesforweddingstudiohasincludedconsultingservicesinall stages of preparation planning the concept of marriage, location, flower arrangements, music,weddinggownrental,makeupandhairdo,weddingpictures,weddingday picturesandvideopresentation,weddingcarddesign,keepsake,aplanning honeymoonpackagesandotherserviceswithfullinstructions.Allserviceswillstart fromlisteningtocustomerneedswhichisacornerstonetoworkwithperfectlyas possible. The overall economic climate, wedding business trends will change into more organizersinsteadofjustprovidingweddingphotographyandweddinggownrental. Theweddingstudioprovidingextraservicestothecustomer,butthecustomerswill addsomemoneyalso.Anewservicemodelwillchangecustomerattitudesabout marriagetomorecomprehensiveservices.Thecostsareaddedbutgetextraservice 8whichisdependingoncustomerneeds.Competitionineachweddingstudioishigh followingtheeconomicconditionsandexpandedcustomerbase.Theattitudesof consumers are changing from previously not seen the importance of photography and think it is expensive. Nowadays the market expansion make customer focused more in photographwithaselfportrait,family,andthevariousfestivals.Aswellasthe promotioncampaignisthepackagemakepriceislower;thisisanotherfactorthat makes this business more expands. (Business news, 2007) 2.2. Situation of Industry NowadaystherearemanyweddingstudioinThailand.Thisbusinessis relativelywidespreadandhasalotofcustomerstoexploitthisservice.Because presentlytheweddingstudioisrespondingtocustomerneedsbyproviding worthwhile package and complete service to suitable for customer lifestyle. Moreover customer can design their format and detail of wedding by themselves. In addition the customercanspecificationthebudgetformadethewedding.Andthenwedding studioorweddingplannerwillorganizerandoperatesascomplete.Butfrombase budget reductionofcustomerservice, so make the wedding studio business has high competitive.Manycompaniestryhardlytocreatetheirownstrategiestocompete witheachothersuchascompetitioninprice,qualityofserviceandthespecial promotionindiscountorpremiumtomotivatethecustomers.MoreoverKTCor KrungthaiCardPublicCompanyLimitedcooperateswithHaiHuang(Bangkok) CompanyLimitedthefirstpioneeroffullcycleweddingorganizationinThailand with the direct experience of over 12 years, under the original name Wedding Story, launchedKTCWeddingServiceCentreByHaiHuangtheworry-freefullcycle weddingorganizingservice.Weaimtoofferconsultation,planningandservicefor weddingceremonyforKTCmembersofovertwomillionaccounts,whopreferthe stylishweddingdistinctfromtraditionalformat,butpossessingsimple,warmand friendly atmosphere at reasonable price. The members can select from over 50 stylish weddingpackagesthatcoverallservicecategoriesrelatingtoweddingorganization, for example, wedding consulting and planning service, cards, souvenirs and wedding equipmentdesignandmanufacturingservice,photographing,videopresentationand music videos. 9 In addition KTC Wedding Service Center is the first form of supplementary serviceofitskindinThailandaimingtoassistKTCmemberstoplantheirwedding expensesuitably,especiallyinthiscurrenteconomy.Customerscanmakepayment viacreditcardsorworry-freeKTCFlexi0%installmentincludingusingKTC Forever Rewards as cash replacement.(Marketing Oops, 2009) Thereforeitmakesthemarketofproductandserviceaboutweddingin Thailandof3-4yearshavetotalupto30,000millionbahtperyear,whichislarge market and have high competition when compare with economic condition right now. Fromstatisticsin2008havepeopletoregisteramarriagecertificateabout318,496 pairs per year. Figure 2.1 KTC Wedding Service Centre By Hai Huang Figure 2.2 Activities of KTC Wedding Service Centre By Hai Huang 10345,234 347,913307,910318,496050,000100,000150,000200,000250,000300,000350,000400,000PairsYearTotal registered a marriage certificate statistic between 2005 to 2008MarriageMarriage 345,234 347,913 307,910 318,4962005 2006 2007 2008 FurthermoreValentinesDayin2008haspeopletoregisteramarriage certificateabout15,116pairsperyearandin2009hasincreasepeopletoregistera marriagecertificateabout15,419pairsperyearmorethanfromin2008about303 pairs.Andnowadaysweddingstudiohasfullcollectionofproductandcomplete servicetocustomerwhichiscustomerdoesnotprepareanythinginweddingdayby themselves.Becauseoftheweddingbusinessarecoversineighttypesofproducts such as hotel and banquet room, wedding studio and wedding organizer, card and gift or keepsake, bridal dresses, photographer, cartoons animation and video presentation, honeymoonpackage,consultant,andotherservice.Andinpastyear2008was wedding fair event to stimulate business wedding market and economic of Thailand to grow about ten percentage from the past.Weddingfairbyneoistheexhibitionandservicesincomprehensive matrimony and largest in Thailand which the first and only of the One Stop Shopping isofpeoplewhowanttoweddings.Centralizeofentrepreneursaboutwedding businessandallofproductwhichisnecessaryinweddingapproximate150 companies.Andexpectthenumberofvisitorsabout20,000couplesor40,000 persons. Throughout in four days of event was income spread over approximately 100 million baht. Most of entrepreneurs will select products which is high quality and new models to distribute in promotions price, start from 20 to 60%. For the theme in 2009 is You are my princess which mean bridal dresses that will make the bride become Figure 2.3 Total registered a marriage certificate statistic between 2005 to 2008 11a princess. Identification of the event is has a special fashion show set to be talk of the town. And expected total market in this year will grow better than in 2008. (Thailand Press Release, 2008)

Comprehensiveweddingservicebusinessorweddingstudioineconomic crisis is reducing to approximate 100 places in Bangkok. But in fact, there are only 50 placeswhereareastrongerbrand,goodmanagementsystem,anddomarketing continually.Allofthese19storesfrom18brandsismanagementundertheWBC (Wedding Business Consultant) of Tun Pasakorntee who is pioneer in comprehensive weddingserviceinnewgeneration.AndthesamepeoplewhocreateanOishi restaurant and becoming the market leader within a few years. Primary strategy is to create a comprehensive network brand, and create a set of sales expertise in wedding photography. Presently there are 19 stores spread in each areas including The Classic Studio,ChristianPhoto,ModernStudio,PicassoStudio,FiancStudio,Marriage Studio,BeLovedStudio,WaddingCastle,InterBridge,Yourstudio,WaddingBell, WhiteMarryStudio,KoorakStudio,MyMemoryStudio,IDoStudio,PhotoToday CentralLadprao,PhotoTodayCentral Pinklao, Cupid Studio, Marey Me studio, and WBC (Wedding Business Consultant) which is the middle company management for Figure 2.4 Wedding Fair in 2009 12storesingroup.Thestrengthofthegroupisdoingmanagementandmarketing together and costs will be lower. The WBC is the central of marketing agency for do advertising,andpublicrelations,soitmadeabargainingpowertoorganized promotions with business partners such as credit card or bank. (Business Thai, 2007) Wedding studio business is high competition, especially in Thonglor where is astrongholdofcompetitionofweddingbusiness.Thonglorisalocationthatthe customer is higher purchasing power when compared with other areas. Because only one area there is many wedding studio approximate 20 stores. The competitive market ofmorethan50%isinthemiddleandabovemarket.Butpotentialofnew competitorstoenteringthemarketarebecomingfewer.Moreovermostofnewer register in market will came with the smaller size stores. For the main services in each studios including photography and video, wedding dresses, makeup and hairdo, cards, keepsake, and video presentation. (Business Thai, 2007) For wedding studio business in Chiang Rai have a few entrepreneur. The main ofweddingstudioaresevenstoressuchasTonAorWeddingStudio&Organizer, TonRakRojanaporn,WeddingStudio,MildStudio,JitpanuBridalStudio,Memory Studio,andImperialWeddingStudio.Andthoseweddingstudioaresmallbusiness, andprovideacustomerservicejustinbasicservicessuchasphotography,bridal dresses,makeupandhairdo,card, keepsake, and video presentation. Wedding studio inChiangRaiisstillnotprovidingincomprehensiveweddingservicebusinessyet. Chiangrai has a total population about 1,227,317 people and in 2008 has registered a marriagecertificateabout4,906pairsperyearwhichithasincreasefromlastyear. Wedding Studio business in Chiang Rai trends to grow up in the future. 5,2684,6044,90601,2002,4003,6004,8006,000PairsYearTotal registered a marriage certificate statistic in Chiang Rai between 2006 to 2008MarriageMarriage 5,268 4,604 4,9062006 2007 2008Figure 2.5 Total registered a marriage certificate statistic in Chiang Rai between 2006 to 2008 132.3 Product and Service 2.3.1 Product Bridal Dress Figure 2.6 Bridal Dress 14 Figure 2.7 Bridal Dress 15 Figure 2.8 Bridal Dress 16Groom Suite Figure 2.9 Groom Suit 17Thai Traditional for Bride Figure 2.10 Thai Traditional for Bride 18Thai Traditional for Groom Figure 2.11 Thai Traditional for Groom Chinese Traditional wedding Figure 2.12 Chinese Traditional Wedding 19Photo with Luis frame -Photo size- 46 Inches - 68 Inches - 810 Inches - 1215 Inches - 1620 Inches - 2024 Inches Figure 2.14 Luis Frame Figure 2.13 Crystal LCD Album 20Wedding invitation card -Photo card Figure 2.15 Photo Card -Pop up card Figure 2.16 Popup Card 21-Paper Card Figure 2.17 Paper Card -Chinese Card Figure 2.18 Chinese Card

Keepsake -Soap Keepsake Figure 2.19 Soap Keepsake 22-Ceramic Keepsake Figure 2.20 Ceramic Keepsake -Sterling Keepsake Figure 2.21 Sterling Keepsake 23-Glass Keepsake Figure 2.22 Glass Keepsake -Other Keepsake Figure 2.23 Other Keepsake 2.3.2 Service Location, and Event Decoration -Preparation since planning the concept of marriage, location, flower arrangements, music -Bridal dress rental and makeup and hairdo 24Bridal Dress Service -Bridal dress and suit for rent used or brand new service -Design and create bridal dress and suit for sale or rent service -Design and create Thai Traditional, Chinese Traditional wedding attire for sale or rent service Photography Service -Wedding Photography service -Family Photography service -Congratulation Photography service -Outdoor Photography service -Multimedia Video service Digital Photo Retouching Service -Digital photo retouching, restoration and editing service -Create black & white photo to color photo service -Digital Art Gallery provides a wide variety of custom image editing, digital graphics and photo restoration services Wedding invitation card and keepsake Service -Design and create your wedding invitation card service -Design and create your wedding thank you card service -Preparation keepsake 2.4 Vision To become the leading provider of the best wedding service in Chiang Rai 252.5 Mission I Love Wedding provide the best wedding studios product and service with a teamofspecializedexpertiseandexperienceinallstagesofweddingceremonyin ChiangRai.Welovetoestablishrelationshipwitheveryoneinvolvelisteningto customersneedsisacornerstonetoworkwithperfectlyaspossible,sothatrun effortlessly.Iloveweddingalsodesignthehighqualityofgraphicvideo,and continuallytomakesureourincomewillgrowthbypositive.Wehavetrainand motivateouremployeestothebestemployeesforgoodperformanceworking.It believes that superior services. 2.6 Strategy 2.6.1 Corporate Level I love wedding is the new business that will opening in Chiang Rai and will know in the market. It is the reason that our business use growth strategy for adoption withourbusiness.ThisstrategycanimproveIloveweddingbusinesstobeknow andbemorefamousinChiangRai.Thiswillaffecttoourbusinesscontinuesto growth,especiallyfocustocreategrowthwithintheorganization,thisishorizontal integration strategic. Thebusinesswillexpandtheproductbyhorizontal,thentoadddiversityto thatproduct,suchasstyle,figure,pattern,andcolors.Forexample,productlineof keepsake, it has many designs, such as glass gel candles, open a bottle guitar, gift of ricesheaf,goldpen,latchwoodthatInsertcandle,flowerspoon,andhandkerchief, and etc. Product line of wedding card, such as Chinese style wedding card, Thai style weddingcard,andgeneralstyleofweddingcard,willhavedifferentpattern,colors, and shape of wedding card depend on customers need. Product line of wedding dress, such as original style, modern style of Chinese wedding dress, Thai style of wedding dress,andgeneralstyleofweddingdressareserviceforcustomer.Eachstylewill haveownoutstandinganddifferenceofpattern,colors,andshapeofweddingdress etc. 26FromthestrategythatweadapttousewithIloveweddingbusiness,itcan lead our business to be growth and increase profits in finally. 2.6.2 Business Strategy Iloveweddingisthenewbusinessthatentryintonewmarket,thenour businessneedtocreatedistinctivepoint,sellingpointanddifferencesfrom competitors. We have to create advantage to compete with competitors in the market. Then, we use differentiation strategy to adapt with our business, such as the different both product and service. The difference about our product is Chinese wedding dress that is original and modern style. We will order though a merchant in Maesai who is import goods from China.BecausemostlyofChiangRaipopulationisThaibuthaveChinese nationality,especiallyinDoi-maesalong,Doi-patang,Mae-saiandMae-jandistrict etc.,sothisisthereasonthatweorderthedifferenceofChineseweddingdressto serve to our customer. The difference about service is, we will offer privileges coupon for customer that is after service promotion, such as when customers wedding 3 years anniversary,wewillofferprivilegefreephotographyforonepackage.Becausewe havetorecognizingthelifeofgroomandbridethatnewlywedandthencanlive togethertolongtime.Duetostatisticaboutdivorceeachotheraftermarriagein presenthasincreaseeveryyear,soIloveweddinghavetoprovidetheafterservice promotion to customer for to reduce social problems in indirect way. 272.6.3 Functional Strategy Marketing strategy Product strategy -Createbrandingandlogo,fortoincreasebrandimage,andmakecustomer easy to remember -Focused on products and services that is a variety and high quality -Always modify product to be modern Price strategy -Estimated cost and selling price of competitor -Settingpriceofproductandserviceinmoderateprice,whencomparewith competitor, but our product and service has more quality Place strategy -Distributeproductandserviceinfrontstoreandwebblog,thenemphasize marketing strategy as pull strategy Promotion strategy -Advertisingproductandservicethoughvariousofmedia,suchasbrochure, web blog, and radio FM101.25 in Chiang Rai -Create stores products and services for package and sell in special price Financial strategy -Prepare financial statements to systematic, clear, and accurate in every month -Improve the accounting system and finance in standard form -Discipline with financial, and savings 28-Loan money from bank, this is the cost of turnover for business Human resource strategy -Trainingemployeeforhighquality,suchas,thereistrainingteamwork, customerserviceskill,persuasiontalking,actionandmanners,andgood personality service to customer, etc. - Divide work, and assign appropriate position to employee -Tracking task and evaluate performance of employee 29 Chapter 3 Marketing Feasibility Study 303.1 Marketing Analysis 3.1.1 General Environment Analysis Political Factors Political situation of Thailand in presently is not still normal. It is the lack ofstability.Thefactorsaffecttodemandfordomestic,suchasredshirt,yellow shirtandunrestbetweenThailandandCambodia,etc.Thesepoliticalproblems have some affected in decrease the purchasing power of bride and groom, because thecustomershavemoreconcerningaboutspendingandchoosingserviceswith weddingstudioasneeded.(chiangmainews,2009)However,therearethe customerswhowanttowedding,becausevaluesandbeliefsaredelicateand important for the living in society. So, wedding business is not many affect to its. The entrepreneur of wedding business can get more revenue. Then, in each part of wedding business must adjust the operating plan or to make the marketing which to match with the behavior of spouse, such as to use strategic as discounting more weddingpackageandfocusonvalue-addedforresponsetocustomersneedand maintaincustomerbasepossible.Inaddition,toachievethemaximumbenefit between wedding business and customers that will use wedding studio service in the government situation now.Economic Factor Economic of Thailand have the problems both internal and external factors aftertheeconomiccrisisintheU.S.Thereislowereconomicgrowthtoacross Asia and volume of world trade is likely decline in future. Thailand inflation rate standsat1.90percentyear-over-year.Inflationratereferstoageneralrisein pricesmeasuredagainstastandardlevelofpurchasingpower.Themostwell known measures of Inflation are the CPI which measures consumer prices, and the GDPdeflator,whichmeasuresinflationinthewholeofthedomesticeconomy. TheeconomyofThailandisanemergingeconomywhichisheavilyexport-dependent,withexportsaccountingformorethantwothirdsofgrossdomestic product(GDP).Well-developedinfrastructure,afree-enterpriseeconomy,and generallypro-investmentpolicies,madeThailandoneofEastAsia'sbest 31performers.However,overalleconomicgrowthhasfallensharplyin2008and 2009 as global downturn and persistent political crisis stalled infrastructure mega-projects, eroded investor and consumer confidence. (Trading Economic, 2009) Themovementoftheseeconomicinweddingstudiobusinessisnot affected by the economic crisis which the same other businesses. So, the wedding studiobusinesswillgrowupopposetotheeconomicslowdown,because customers believe that the wedding becomes a factor in life already. Although, no matter that the economy will not work, people still would be married. As well as customers who are married is not only Thai, but also including foreigners who are muchwealthierthanThai.FromEstimatesabouttheeconomicinnextyearof 2010 is expected that this business will grow up more than this year. Social and environment factors Thai society is a group of people living together in Thailand. There is Thai tradition and unique cultural identity different from any other societies, including spokenlanguage,writing,dress,beliefs,manners,foodandlifestyle,etc.The environmentdeterminesthenatureofsocietyincludingnaturalenvironmentand culturalenvironment.Thereare2parts.First,partofculturethatcreateownby inventor which is often consistent with the natural environment. Second, we have Figure 3.1 Thailand Inflation Rate 32beeninfluencedofculturebyothersocial.Then,thereismodifiedthatsuitable with living in society.Family is currently important in Thai society, because many people have family. The family is the basic institution of human society and is recognized as a validsocial,sotheweddingisimportanttoindividualsandacceptedinsociety. (ido, 2009) For this reason, the wedding is tradition and culture of Thai people to respectsincethepasttopresently,andalsoChiangRaiwhichbeliefwith religious.So,theweddingisthesacredceremonyforthestartofagoodfamily life together. Technological factors Technologybringstheknowledgefromscientifictoapplyforcreating interestingwhichthereisassociated with the living of people for a long time. In presently,technologyhasdevelopedandrapidchangeforsimplifytouse,so technology has more role in human social. (wikipedia, 2009) TechnologyequipmentthatweusinginILoveWeddingbusinesswill includetelephone,itcaneasyandfastertocommunicatewithcustomers. Computercanreduceoperationtimeandreducecommunicationtimebetween suppliestoourstoreandourstoretocustomer,inadditionalitalsoisthe equipment that to design graphic photo to make customer satisfaction. Internet is a large computer network that connects to around the world .There are many users andpopularcontinuously.TheInternetisalargemediacancommunicate informationexchange,aswellasfindadditionalinformation.Cameraisthe important equipment for our store, because high technology of camera will make high-resolutionphotosofcustomerandbeautifulpictures.Itisveryimportantto the business organization.Therefore,changeandprogressoftechnologycancreatecompetitive advantage for helping business and technical systems in modern manufacturing. It canreduceproductioncostsandincreasecapacityproduction.Then,ithelpsto manage and communicate faster, also make to response customers need for more efficiently.Weddingbusiness applytechnologytoachievethehighestqualityto customers, such as the graphic to create picture or video, and website to increase convenience for customers to find information.33Technology equipment

Telephone ComputerCameraInternet Figure 3.2 Technology Equipment Figure 3.3 Photographic designs for using high technology 343.1.2 Competition Analysis (3C Analysis) Competitor Analysis Fortheweddingstudiobusiness,ithashighcompetition.Thereare competitors in the market. Every owner tries hardly to create their own identities for their brands. They emphasize the quality of products and services. And set the price as cheapest as possible.They are all having many interesting campaigns and promotions to promote their brands.Most of our competitors have good locations and many of them are the stores which were opened for a long time. So, they are wellknownforChiangRaipeoplebecauseoftheirhavemoreexperiences.For the services, they do the best for attracting customers attentions. Their employees are trained about manner and the ways to act with customers.Moreover, some of them have a premium and discount service, which many consumers like. Major Competitors in Chiang Rai Ton Aor Wedding Studio & Organizer Owner: K. ThanaetTipto Address: 177/1 Thanalai Road, Tambon Wiang, Amphoe Mueang, Chiang Rai Figure 3.4 Ton Aor Wedding Studio & Organizer 35Product -TheproductsandservicesofTonAorisincludingphotography, weddinggownrental,makeupandhairdo,weddingcarddesign,and keepsake.Inadditiontheirservicesismorecomprehensive,theyalso haveanorganizingtheconceptofmarriage,findoutlocation,flower arrangements,fancyanddancerandcheerleadergownrental,steering wheelandriceoffering,musicaudio,theshowandlaunchnew product, etc which is the services that are beyond other competitor. -TonAorweddingstudio&organizerisastrongestcompetitorinthe marketbecausethey opened the wedding studio for a long time about twelve years. -The products of this store is agreeable from customer even though it is not a big brand, it does not have a big fame all over our country, but it is well known for Chiangrai people. -Theyalwaysprovidedacomprehensiveservicetothecustomersto make their customer feel satisfaction which is the most things that they concerned. Price -Photogravure price (adding purchase) PhotoSize 20x24 inchesEach 1,200 Baht PhotoSize 16x20 inchesEach 900 Baht PhotoSize 8x10 inchesEach 150 Baht PhotoSize 4x6 inchesEach 50 Baht CDEach 500 Baht -Louis frame price Louis frameSize 20x24 inchesEach 1,800 Baht Louis frameSize 16x20 inchesEach 1,500 Baht Louis frameSize 8x10 inchesEach 850 Baht -Laminate enamel price PhotoSize 20x24 inchesEach 350 Baht PhotoSize 16x20 inchesEach 250 Baht PhotoSize 8x10 inchesEach 150 Baht 36Place -The store is small and inconspicuous -There is not promote via internet Promotion -Package 4,900 Baht PhotoSize 20x24 inches1 piece Louis frameSize 20x24 inches1 piece PhotoSize 8x10 inches5 pieces PhotoSize 4x6 inches20 pieces CD -Package 7,900 Baht PhotoSize 16x20 inches1 piece Louis frameSize 16x20 inches1 piece PhotoSize 4x6 inches20 pieces Photo album (Laminate enamel) Size 8x10 inches 20 pieces CD -Package 8,500 Baht PhotoSize 20x24 inches1 piece Louis frameSize 20x24 inches1 piece PhotoSize 4x6 inches20 pieces Photo album (Laminate enamel) Size 8x10 inches 20 pieces CD -Package 12,500 Baht Groom and bridal dress with accessory (Traditional Thai dress) Make up and hairdo for groom and bride PhotoSize 16x20 inches1 piece Louis frameSize 16x20 inches1 piece PhotoSize 8x10 inches5 pieces PhotoSize 4x6 inches20 pieces Wedding invitation cardamount 200 Baht Keepsakeamount 100 pieces CD -Package 15,900 Baht Groom and bridal dress with accessory (Traditional Thai dress) 37Make up and hairdo for groom and bride PhotoSize 16x20 inches1 piece Louis frameSize 16x20 inches1 piece PhotoSize 8x10 inches20 pieces with enamel PhotoSize 4x6 inches20 pieces Wedding invitation cardamount 200 Baht Keepsakeamount 100 pieces Photo album CD -Package 19,999 Baht Groom and bridal dress with accessory (In the morning) Groom and bridal dress with accessory (In the evening) Make up and hairdo for groom and bride2 times Wedding photo 1 package PhotoSize 20x24 inches1 piece Louis frameSize 20x24 inches1 piece PhotoSize 8x10 inches30 pieces Photo album CD Wedding invitation cardamount 100 pieces Keepsakeamount 100 pieces Ton Rak Rojanaporn Wedding Studio Figure 3.5 Ton Rak Rojanaporn Wedding Studio 38Address:106/23-25SuperhighwayRoad,TamponRobwiang,AmphoeMueang, Chiang Rai Product -Ithasphotography,makeup&hairartistry,bridaldresses,costume design, invitation card, and giveaways -Theyopenedtheweddingstudiobusinessabout5yearsanditisalso well known for Chiangrai people -They serve their service to people who have more purchasing power Price -Thecostperserviceisexpensivethanothersbecausetheirtarget segment is people who have more money Place -ThisstorelocatedonSuperhighwayroadwhichistheplacethatthe customer can see and convenience to go, and it is not far from our store also -Insidethestore,theydecoratedthefurniturepleasinglyandmore beautifully with white tone color Figure 3.6 Mild Studio Mild Studio 39Owner: K. MalaiKornkumsin Address:80/1-2SuperhighwayRoad,TambonWiang,AmphoeMueang,Chiang Rai Product - ThemainservicesofMildstudioareweddinggownrental,makeup and hairdo, wedding pictures, wedding card design, and keepsake. -They opened the business just four months, but their income is quickly increased -They opened the business in high season of wedding -Photographer is more expertise and experience -ForthebridaldressestheyimportfromEurope,sothedesignand pattern may be different from others -Mild Studio is the same branch of My photography where located near Samakkhi Wittayakom School and well known for Chiangrai people Price -Theysetpriceisnottooexpensivetocompetewithotherswedding studio Place -ThisstorelocatedonSuperhighwayroadwhichistheplacethatthe customer can see and convenience to go, and it is not far from our store -They decorated store like Europe style -There is not promote via internet Promotion -Package 1,900 Baht Photo with Louis frameSize 8x10 inches1 piece Photo with frameSize 6x8 inches1 piece PhotoSize 6x8 inches5 pieces PhotoSize 4x6 inches15 pieces -Package 3,900 Baht Photo with Louis frameSize 12x18 inches1 piece 40Photo with Louis frameSize 10x12 inches1 piece Photo with frameSize 6x8 inches1 piece PhotoSize 6x8 inches5 pieces PhotoSize 4x6 inches20 pieces -Package 5,900 Baht Photo with Louis frameSize 16x20 inches1 piece Photo with Louis frameSize 10x12 inches1 piece Photo with Louis frameSize 8x10 inches2 pieces PhotoSize 6x8 inches7 pieces PhotoSize 4x6 inches25 pieces -Package 7,900 Baht Photo with Louis frameSize 20x24 inches1 piece Photo with Louis frameSize 12x18 inches1 piece Photo with Louis frameSize 8x10 inches1 piece PhotoSize 8x10 inches2 pieces Photo with frameSize 6x8 inches1 piece PhotoSize 6x8 inches10 pieces PhotoSize 4x6 inches30 pieces -Package 9,900 Baht Photo with Louis frameSize 20x24 inches1 piece Photo with Louis frameSize 16x20 inches1 piece Photo with Louis frameSize 12x15 inches1 piece Photo with Louis frameSize 8x10 inches1 piece PhotoSize 8x10 inches2 pieces PhotoSize 6x8 inches10 pieces PhotoSize 4x6 inches35 pieces 35 actions with album -Package 11,900 Baht Photo with Louis frameSize 20x24 inches1 piece Photo with Louis frameSize 16x20 inches1 piece Photo with Louis frameSize 12x15 inches1 piece Photo with Louis frameSize 10x12 inches1 piece PhotoSize 8x10 inches4 pieces PhotoSize 6x8 inches12 pieces 41PhotoSize 4x6 inches40 pieces 40 actions with CD photo album selection -Package 11,900 Baht Photo with Louis frameSize 20x30 inches1 piece Photo with Louis frameSize 12x15 inches1 piece PhotoSize 8x10 inches10 pieces PhotoSize 6x8 inches20 pieces PhotoSize 4x6 inches45 pieces 45 actions with CD photo album selection * All package including makeup and hairdo Jitpanu Bridal Studio Owner: K. JitpanuDong-ngam Address:747/4SuperhighwayRoad,TambonWiang,AmphoeMueang,Chiang Rai Figure 3.7 Jitpanu Bridal Studio 42Product -Theyopenedthebusinessaboutoneyearsotheywillgainmore percentageofmarketsharesandcustomerwillwellknowwhen compare with I Love Wedding -In the store there are not many of bridal dresses -TheyjoinwithTonRakRojanapornWeddingStudiotoborrowbridal dresses when customers want this pattern and there are not in their store Price -Theysetthepriceischeaperandlowerthancompetitorstoattract customer attention Place -It located opposite with I Love Wedding -There is not promote via internet Promotion -Specialpromotionistheyoffertheweddinginvitationcardand keepsake by the price is start just only 6 baht Figure 3.8 Memory Studio 43Memory Studio Owner: K. DanaiManohan Address: 782/4 Singhakai Road, Tambon Wiang, Amphoe Mueang, Chiang Rai Product -The services of Memory Studio are wedding gown rental, makeup and hairdo, wedding pictures, wedding card design, and keepsake -The strength of this store is beautiful and natural photography -Theownerofthisstoreisphotographersoitissavecosttohireother photographer to work with -Theaverageofcustomerpermonthissixtycoupleswhichishigh number of customer Price -Photogravure price PhotoSize 4x5 inches= 5 Baht PhotoSize 4x6 inches= 5 Baht PhotoSize 5x7 inches= 15 Baht PhotoSize 8x10 inches= 50 Baht PhotoSize 10x12 inches= 80 Baht PhotoSize 16x20 inches= 350 Baht PhotoSize 20x24 inches= 450 Baht PhotoSize 20x30 inches= 500 Baht PhotoSize 30x40 inches= 2,000 Baht -Vinyl price Per 1 square meter 250 Baht Poster size199 Baht Poster size with art work299 Baht -Wedding ceremony Morning 4,500 Baht PhotoSize 4x6 inches100 pieces *Addingre-touch each 50 Baht 44Evening 5,500 Baht PhotoSize 4x6 inches100 pieces * If need more photographer or candid each 2,000 Baht Place -This store located near The Great Monument of King Meng Rai which is the tourism place -Theydoadvertisementinmanymediasuchasradio,internetwebsite, andChiangRaiguidebook,sothesewillmakethecustomerwell known and convenience to contact to the store Promotion -Package 5,990 Baht Photo with Louis frameSize 20x24 inches1 piece PhotoSize 16x20 inches1 piece Photograph set with makeup and hairdo (Studio)2 setsPhoto music box -Package 5,990 Baht Bridal dress for bride1 set Traditional Thai dress for bride1 set -Package 5,990 Baht Traditional Thai dress for groom1 set Traditional Thai dress for bride1 set Makeup and hairdo in wedding ceremony1 time -Package 7,990 Baht Bridal dress for groom1 set Bridal dress for bride1 set Makeup and hairdo in wedding ceremony1 time -Package 9,990 Baht Photo with frameSize 20x24 inches1 piece PhotoSize 16x20 inches1 piece Photograph set with makeup and hairdo (Studio)2 sets Bridal dress for groom1 set Bridal dress for bride1 set 45Album 4 in 1 -Package 11,990 Baht Bridal dress for groom2 set Bridal dress for bride2 set Makeup and hairdo in wedding ceremony1 time -Package 15,990 Baht Photo with frameSize 20x24 inches1 piece PhotoSize 16x20 inches1 piece Photograph set with makeup and hairdo (Studio) 2 sets Bridal dress for groom2 set Bridal dress for bride2 set Album 4 in 1 -Package 25,990 Baht Photo with frameSize 20x24 inches1 piece PhotoSize 16x20 inches1 piece Photographsetwithmakeupandhairdo(Studioandoutdoor)2 sets Bridal dress for groom2 set Bridal dress for bride2 set Album 4 in 1 -Package 29,990 Baht LCD album with Crystal coverSize 10x12 inches10 pages Photo with frameSize 20x24 inches1 piece PhotoSize 16x20 inches1 piece Photo (Artwork)Size 20x60 inches1 piecePhotograph set with makeup and hairdo 4 set 2 photographers (Candid) *EverypackagewillgetDVDhighresolutionallfilesofphotosforfree which is the customer will not add more money like others store 46 Imperial Wedding Studio Owner: K. KannikaRakkaow Address: 611/3 Phaholyothin Road, Tambon Robwiang, Amphoe Mueang, Chiang rai Product -ImperialWeddingStudioisthefirststoretostarttodowedding business in Chiangrai -Theyopenedthebusinessabouttenyearssotheirstorealsowell known for Chiangrai people -In the store there are more than two-hundred of bridal dresses which is for sale and rent -TherearemanypatternsoftheirbridaldressesincludingThai,China, Taiwan, and Japan Place -The store is small and inconspicuous-There is not promote via internet Promotion -Thespecialpromotioniswhenbuytwo-hundredofkeepsakewillget the privilege to take a free photo Figure 3.9 Imperial Wedding Studio 47Customer Analysis Iloveweddingisacomprehensiveserviceaboutwedding,inaddition thereareotherservicesaswellsuchasfamilyphotographyandgraduated photography. The services are both indoor and outdoor. Therefore, I love wedding dividedintothreemaintargetgroups.Thefirstgroupisbrideandgroomwhois primarycustomersegmentandtheycangeneratingthemostrevenuesforIlove wedding.Thesecondgroup is family who can generate the secondary revenues. And the last group is others which are including graduation, anniversary, fashion, etc. Moreover,therearecustomersbothThaiandforeignerbecausemany foreigners are married with Thai woman in Chiang Rai. Chiang Rai province has a totalpopulationabout1,227,317peopledividedformale606,775peopleand female620,542people.Theaverageofcustomerageisbetween20to50years olds who is in range of trend to getting married. Table 3.1 Population aged between 20 to 50 years AgeMaleFemaleTotal 207,9217,86815,789 217,5968,06415,660 227,7137,95115,664 238,4218,39516,816 248,4528,39516,847 258,9948,80517,799 269,2568,99318,249 279,5049,36518,869 289,0528,47417,526 298,8598,72417,583 308,2758,15316,428 318,5948,35916,953 328,4508,48616,936 48338,1858,01616,201 348,5468,32316,869 358,3648,31216,676 368,5438,81717,360 378,2549,15917,413 388,3028,81717,119 398,4139,57417,987 408,8559,65618,511 418,8479,97918,826 429,18010,46819,648 439,61310,57820,191 449,75210,89320,645 459,69210,66720,359 469,88510,65820,543 479,57010,33119,901 489,59510,25919,854 499,4659,95719,422 508,7329,31718,049 Source: Department Of Provincial Administration, 2008 Competitive Analysis InThailand,theweddingstudiobusinesswasestablishedinThonglor, Bangkok. Nowadays this business is very popular with new generation of wedding couples, because presently the marriage has changed from previously. In addition, weddingbusinesscanhelptheweddingcouplesismoreconvenient.Thonglor areaismainlocationofweddingstudioandhashighmarketcompetitive.There aremanyentrepreneursseethewaystomakemoreprofitbyexpendingthe weddingbusinesstootherareas.AndChiangRaiprovinceistheoneofmany entrepreneurs feel interested to open wedding studio. The wedding business in Chiang Rai is a small business that provides service aboutphotography,makeupandhairdo,bridaldresses,card,andkeepsake. 49MoreoverChiangRaihasnotweddingstudiobusinessthatproviding comprehensiveweddingservicetocustomer.Butlatertherearemany entrepreneursinterestedtoopenweddingstudiothatgivesfullserviceinChiang Rai.Afterthattheweddingstudiobusinessbecomesthebusinesswhichisvery popular.Thentheaffectsofweddingbusinessishighcompetitionaboutpriceof productsandvariouskindofservicepackages.Thereforetheentrepreneursof each store should be tries hardly to create their own identities for their brands and doing the best for attracting customers attentions to becomes successful business in finally. 3.2 STP Analysis 3.2.1 Market Segmentation MarketsegmentationofIlovewedding dividecustomersegmentinto NicheMarketingwhicheachnichewilllookforuniquebenefits.TheNiche marketingcanbetterhelptounderstandtheconditionofmarketand customer needs. Then, it can penetrate into each sub market.Frominterviewbetween20to27November,2009,Iloveweddingcan dividethemarketsegmentationbypiechartforeasilytounderstand.Wehave3 typesofclassifications.Thefirstgroupisprimarycustomersegmentwhichcan generatingthemostrevenuesforIloveweddingincludebrideandgroom.The second group is family which can generate secondary revenues. The last group is others such as graduation, anniversary, and etc. 50Bride and groom65%Family20%Others15%Bride and groomFamilyOthers Figure 3.10 Market Segmentation of I Love Wedding 3.2.2 Target Analysis Weddingbusinesshasmoreexpandedandpopularwithcustomers, customersbelievethattheweddingbecomesafactorinlifealready,sopeople would be married. In addition, this business is also convenience to host. For I love weddingcreateamarketspecialization.Weaimtoresponseparticularcustomer needs.In this market of Chiang Rai, I love wedding provide 2 target groups. First, thecustomershavehighsocietywhichthereishighincomeandcapabilityto purchaseproductsandservices.Theylookformodernandluxury.Second,the customershavemiddleclasswhichthereismoderateincomeandcapabilityto purchaseproductsandservices,buttheylookforhighqualityproductsand services. 51 Average Monthly Income And Expenditure Per Household And Amount Of Debt Per Household By Socio- Economic Class Socio - Economic Class Average monthly income per household (Baht) Average monthly expenditures per household (Baht) Amount of debt per household (Baht) Percent of expenditure to income All Households 10,495 10,484 114,377 99.9 Farm Operators Plant/Animal/Culture (Mainly Owning Land) 6,757 7,624 72,221 112.8 Plant/Animal/Culture (Mainly Renting Land/Free) 5,950 6,989 59,147 117.5 Fishing, Forestry, Agricultural services 5,484 4,426 13,850 80.7 Own account Wokers, Non Farm 12,979 13,266 178,470 102.2 Employees Professional, Technical, Adm. Workers 31,533 28,548 640,321 90.5 Farm Workers 4,208 3,752 22,373 89.2 General Workers 4,811 6,154 8,259 127.9 Clerical, Sales and Services Workers 13,448 12,186 106,873 90.6 Production Workers 10,053 15,180 31,122 151.0 Economically Inactive 9,496 8,617 45,637 90.7 Source: Report of The Household Socio-economic Survey, Chiang Rai Province,Chiang Rai Statistical OfficeTable3.2AveragemonthlyandexpenditureperhouseholdandamountofdeptperhouseholdbySocio-Economic Class in Chiang Rai 523.2.3 Position Analysis The position of the wedding business is to create image of quality products andservicestoenterthemindoftargetgroupofcustomersthatisbride,groom, family, and other. Our image of product and service arising in the mind of target group of customers is personal feeling to services of I love wedding, because our employeehaveskillorexpertisewhichcanprovideadviceorconsultingwith customerstoselectourproductsorservices.Employeesorpersonaliscourtesy andbuildrelationshipswithcustomersverywell.Itmakesthecustomerbe friendlyandeasytogiveopinionthatcanruneffortlessly.Then,itcanresponse customerneedsaswellwhichthesedifferencecancreategoodimagewith customers,soourbusinessisrecognizedandcustomerscanremember. Thelast, thecustomerscantelltoanotherbyusingwordofmouth.Itcangainmore customers 3.3 Marketing Mix Strategy 3.3.1 Product strategy BrandingStrategy,wesetbrandnameinEnglish.Itisshortandeasyto remember.ThebrandnameisILoveWedding.Thisbrandcansee characteristicexactlyofour products and services. Therefore, we create the logo for identify toourbrandname. Logo use gold color for presenting to luxury of I Love Wedding. Figure 3.11 Logo of I Love Wedding 53Products and services strategy ILoveWeddingistheproductsandservicesthatcanbeselectivewhich there are many products and services for response customer needs in each person, becausepersonaredifferent,socustomerscanselecttheproductsandservices thataccordingwhowantorlifestyle.Therefore,ourshophasprofessional employees to consulting with customer. Products - Bridal dress - Cards - Keepsake Services - Location, decoration flower,- Comprehensive Consultation - Photography, video - Make up and Hairdo - Select music

Reliability and confidence ILoveWeddingcanbuildreliabilityandconfidencetocustomersvery well, because I Love Wedding open every day to response customer need and the market in Chiang Rai. It can make customer satisfied. 543.3.2 Price Strategy ILoveWeddingsethigh-value strategy which is the position of the price andqualityinChiangRai.Itmeansthathigh-qualityproductsandservicesby settingmoderatepricesforcomparingwithcompetitors,suchasTonAor Wedding Studio & Organizer, Mild Studio and Memory Studio -TonAorWeddingStudio&Organizer,theirpackagepricestartat4,900Baht, which is includePhotoSize 20x24 inches1 piece Louis frameSize 20x24 inches1 piece PhotoSize 8x10 inches5 pieces PhotoSize 4x6 inches20 pieces CD Themostexpensiveoftheirpackagepriceis19,999Baht,whichis include Groom and bridal dress with accessory (In the morning) Groom and bridal dress with accessory (In the evening) Make up and hairdo for groom and bride2 times Wedding photo 1 package PhotoSize 20x24 inches1 piece Louis frameSize 20x24 inches1 piece PhotoSize 8x10 inches30 pieces Photo album CD Wedding invitation cardamount 100 pieces Keepsakeamount 100 pieces - Mild Studio, their package price will start at 1,900 Baht, which is include Photo with Louis frameSize 8x10 inches1 piece Photo with frameSize 6x8 inches1 piece PhotoSize 6x8 inches5 pieces PhotoSize 4x6 inches15 pieces 55Themostexpensiveoftheirpackagepriceis11,900Baht,whichis include Package A Photo with Louis frameSize 20x24 inches1 piece Photo with Louis frameSize 16x20 inches1 piece Photo with Louis frameSize 12x15 inches1 piece Photo with Louis frameSize 10x12 inches1 piece PhotoSize 8x10 inches4 pieces PhotoSize 6x8 inches12 pieces PhotoSize 4x6 inches40 pieces 40 actions with CD photo album selection Package B Photo with Louis frameSize 20x30 inches1 piece Photo with Louis frameSize 12x15 inches1 piece PhotoSize 8x10 inches10 pieces PhotoSize 6x8 inches20 pieces PhotoSize 4x6 inches45 pieces 45 actions with CD photo album selection * All package including makeup and hairdo - Memory Studio, their package price will start at 5,900 Baht, which is includePackage A Photo with Louis frameSize 20x24 inches1 piece PhotoSize 16x20 inches1 piece Photograph set with makeup and hairdo (Studio)2 setsPhoto music box Package B Bridal dress for bride 1 set Traditional Thai dress for bride1 set Package C Traditional Thai dress for groom1 set Traditional Thai dress for bride1 set Makeup and hairdo in wedding ceremony1 time 56 The most expensive of their package price is 29,990 Baht, which is include LCD album with Crystal cover Size 10x12 inches10 pages Photo with frameSize 20x24 inches1 piece PhotoSize 16x20 inches1 piece Photo (Artwork)Size 20x60 inches1 piecePhotograph set with makeup and hairdo 4 set 2 photographers (Candid) *EverypackagewillgetDVDhighresolutionallfilesofphotostofree which is The customer will not add more money like others store. -TonRakRojanapornWeddingStudio,theirpromotionpriceisexpensivethan otherscompetitorbecausetheirtargetsegmentispeoplewhohavemoremoney. From price of competitors have to set can let me know how much we will setting forourpackageprice,suchasILoveWeddingspackagepricewillstartwith 3,990 baht, which is include Louis frameSize 20x24 inches1 Piece PhotoSize 20x24 inches 1 Piece PhotoSize 4x6 inches 20 Pieces Wedding invitation cardamount 100 pieces Keepsakeamount 50 pieces CD * Customer can take 20 actions for photograph * Free for booking hotel The most expensive of their package price is 39,990 baht, which is include Bridal Dress and Groom Suite1 set for each Thai Traditional BridalandThai Traditional Groom1 set for each Louis frameSize 20x24 inches1 Piece PhotoSize 20x24 inches1 Piece PhotoSize 4x6 inches50 PieceCrystal LCD AlbumSize 4x6 inches, 20pages1 Piece makeup and hairdo2 Time 57Wedding invitation cardamount 200 pieces Keepsakeamount 100 pieces Flower arborsMiddle SizeCD * Customer can take 20 actions for photograph * Free for booking hotel FromthepackagesofILoveWedding,customerscangetthevalueof product relative with prices or get price equal value, because the value of products andservicesareimportantincustomersmindbecausetheproductsandservices aremorevaluableforresponsecustomerneeds.Itcanmakesinbusinessgrowth faster.AsettingofpriceasasetofProduct-bundlingpricingwhichILove Weddingtosetmixedbundlingtooffersbothsingleandsetorpackage.Ifthe customerspurchaseinpackage,itmaketoreducecost.Sometimes,some customers do not want to purchase in package or set also to negotiation for get a best price to satisfaction. Settingofpricecreatesforpromotiontocustomersbuyfaster.ILove WeddinghavesetwithSpecial-eventpricing,suchasValentinesDayfor appealing of more customers to a shop. 3.3.3 Place Strategy WefocusonmarketingstrategiesusingthePullstrategyistouse advertisingandsalepromotiontobeappealingofmorecustomers.Becauseof weddingdecidedtotaketimeinchoosingproductsinordertogetthebestthat they require, so we should determine the variety product that it makes the channel ofproductsandservicetoexpand.Then,thecustomerscanchoosetheproducts and services for response with their needs fully.Location of I Love Wedding is on Superhighway Road, Tambon Wiang, Amphoe Mueang, Chiang Rai. It located on left hand side and near Chiang Rai wood. 583.3.4 Promotion Strategy The promotion tools as follows: Advertising -Informativeadvertisingforintroducepeopletoknowourshopand products and services. - Persuade advertising for introduce a quality of products and services. - Medium of communication that we use is Radio in Chiang Rai. Personal selling I Love Wedding will focus on service, so the personal selling is important for business in order to present and help customers that they want. Personal selling also takes care and good relationship with customers to consulting about products andservices.Therefore,personalsellingmusttopersuadethecustomersfor decide more easily to purchase product and services. Direct Market ILoveWeddingcreateawebblogforusingdirectlychanneltopresent customersaboutproductsandservicesandrecommendthemtoknowashop, because an online internet is popular in presently. Then, the customers can easily to accessible. Our web blog is http://i-lovewedding.blogspot.com Figure 3.12 Web blog 59Sale promotion SalePromotionisanincentiveforcustomers.ILoveWeddingoffersale promotion to consumer by give premium, such as photos in other sizes.Displaysfordecorationashoptoexhibitsetofweddinggown,wedding photo,etc.forcreatingandbuildinternalenvironmentinashop.Then,itcan persuade and attract the customers to use our shopping service. 3.4 Sales Forecast/Profit Estimation AccordingtothetotalregisteredamarriagecertificatestatisticinChiang Rai between in 2006 to 2008, we assume the number of marriage in 2008 which is there are 4,906 couples of marriage to forecast sales of our store as following: Number of marriage in 2008= 4,906 couple Number of marriage/month= 4,906/12 409 couple There are 7 main competitors =409/7 58 couple Figure 3.13 Total registered marriage certificate statistics 60And I Love Wedding divided the customer segment into three types which are bride and groom, family, and others. Theprimarycustomersegmentwhichcansgeneratingthemostrevenues for I love wedding is bride and groom. Total of customer/month= 58 couple (100%) Bride and groom= 65%(main customer segmentation) The total of customer/month= 65%*58 38 couple So,38coupleisthetotalofthecustomerpermonthofILoveWedding. ButfrominterviewingtheentrepreneursofweddingstudioinChiangRai,we found that the range of customers that store can serve a service is between in 10 to 25couplepermonth.Becauseiftherearecustomersmorethanstorecan responsible,thismightcausetheproblemsoftimemanagement.Tosolvethe problem is we use the average numbers is 18 couple in the beginning year1. And nextweforecastthenumberofcustomersbyconcernwithtwofactorswhichis high season and low season. We use the range number of customers is between 18 to 38 couple per month. -Interviewing range= 10 - 25 couple/month Average = 18 couple/month -The total of customer (I Love Wedding)= 38 couple/month Figure 3.14 Market Segmentation 61We assume that the percentage of customers will increase 20% every year and total of sale will increase as well. 20% Year 1 = 132 couple Year 2 = 158 couple+14 couple (from sale promotion) Year 3 = 190 couple+30 couple (from sale promotion) Year 4 = 228 couple+14 couple ( from sale promotion) Year 5 = 274 couple+30 couple (from sale promotion) Total sales Year 1 = 10,404,260 baht Year 2 = 13,010,990 baht Year 3 = 16,214,600 baht Year 4 = 18,282,990 baht Year 5 = 22,852,290 baht 62 Sales of Year 2010 Table 3.4 Sales of I Love Wedding in year 2010 Product and Service/ month Price JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC TotalBridal dresses/couples 8,000 18 20 15 10 6 4 2 3 6 10 18 20 132Frames 2,000 18 20 15 10 6 4 2 3 6 10 18 20 132Crystal LCD Album 3,500 18 20 15 10 6 4 2 3 6 10 18 20 132Card 15 7,200 8,000 6,000 4,000 2,400 1,600 800 1,200 2,400 4,000 7,200 8,000 52,800Keepsake 17 7,200 8,000 6,000 4,000 2,400 1,600 800 1,200 2,400 4,000 7,200 8,000 52,800Photography 1,990 12 10 10 10 12 18 15 10 10 10 9 8 134Photography (Pre-wedding) 20,500 18 20 15 10 6 4 2 3 6 10 18 20 132Video 7,000 9 10 7 5 3 2 1 2 3 5 9 10 66Location, Event Decoration 45,000 9 10 7 5 3 2 1 2 3 5 9 10 66Makeup and hairdo 4,000 18 20 15 10 6 4 2 3 6 10 18 20 132JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC Total144,000 160,000 120,000 80,000 48,000 32,000 16,000 24,000 48,000 80,000 144,000 160,000 1,056,00036,000 40,000 30,000 20,000 12,000 8,000 4,000 6,000 12,000 20,000 36,000 40,000 264,00063,000 70,000 52,500 35,000 21,000 14,000 7,000 10,500 21,000 35,000 63,000 70,000 462,000108,000 120,000 90,000 60,000 36,000 24,000 12,000 18,000 36,000 60,000 108,000 120,000 792,000122,400 136,000 102,000 68,000 40,800 27,200 13,600 20,400 40,800 68,000 122,400 136,000 897,60023,880 19,900 19,900 19,900 23,880 35,820 29,850 19,900 19,900 19,900 17,910 15,920 266,660369,000 410,000 307,500 205,000 123,000 82,000 41,000 61,500 123,000 205,000 369,000 410,000 2,706,00063,000 70,000 49,000 35,000 21,000 14,000 7,000 14,000 21,000 35,000 63,000 70,000 462,000405,000 450,000 315,000 225,000 135,000 90,000 45,000 90,000 135,000 225,000 405,000 450,000 2,970,00072,000 80,000 60,000 40,000 24,000 16,000 8,000 12,000 24,000 40,000 72,000 80,000 528,0001,406,280 1,555,900 1,145,900 787,900 484,680 343,020 183,450 276,300 480,700 787,900 1,400,310 1,551,920 10,404,260Bridal dresses/coupleCrystal LCD AlbumPhotography (Pre-wedding)VideoMakeup and hairdoFramesTotalYear 2010Products and Services/ monthPhotographyCardKeepsakeLocation, Event DecorationSale volume Total sale63 Figure 3.15 Sales of I Love Wedding in year 2010 Total Sales of Year 2010050,000100,000150,000200,000250,000300,000350,000400,000450,000500,000FEBAPRJUNAUGOCTDECMonthTotal SalesBridal dresses/coupleFramesCrystal LCD AlbumCardKeepsakePhotographyPhotography (Pre-wedding)VideoLocation, Event DecorationMakeup and hairdo 64 Sale of Year 2011 Table 3.5 Sales of I Love Wedding in year 2011 Product and Service/ month Price JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC TotalBridal dresses/couples 8,000 22 25 21 10 7 4 3 3 6 15 20 22 158Frames 2,000 22 25 21 10 7 4 3 3 6 15 20 22 158Crystal LCD Album 3,500 22 25 21 10 7 4 3 3 6 15 20 22 158Card 15 8,800 10,000 8,400 4,000 2,800 1,600 1,200 1,200 2,400 6,000 8,000 8,800 63,200Keepsake 17 8,800 10,000 8,400 4,000 2,800 1,600 1,200 1,200 2,400 6,000 8,000 8,800 63,200Photography 1,990 7 4 6 10 20 22 18 15 12 10 9 8 141Photography (Pre-wedding) 20,500 22 25 21 10 7 4 3 3 6 15 20 22 158Video 7,000 11 12 10 5 3 2 1 2 3 7 10 11 77Location, Event Decoration 45,000 11 12 10 5 3 2 1 2 3 7 10 11 77Makeup and hairdo 4,000 22 25 21 10 7 4 3 3 6 15 20 22 158Products and Services/ month JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC TotalBridal dresses/couple 176,000 200,000 168,000 80,000 56,000 32,000 24,000 24,000 48,000 120,000 160,000 176,000 1,264,000Frames 44,000 50,000 42,000 20,000 14,000 8,000 6,000 6,000 12,000 30,000 40,000 44,000 316,000Crystal LCD Album 77,000 87,500 73,500 35,000 24,500 14,000 10,500 10,500 21,000 52,500 70,000 77,000 553,000Card 132,000 150,000 126,000 60,000 42,000 24,000 18,000 18,000 36,000 90,000 120,000 132,000 948,000Keepsake 149,600 170,000 142,800 68,000 47,600 27,200 20,400 20,400 40,800 102,000 136,000 149,600 1,074,400Photography 13,930 7,960 11,940 19,900 39,800 43,780 35,820 29,850 23,880 19,900 17,910 15,920 280,590Photography (Pre-wedding) 451,000 512,500 430,500 205,000 143,500 82,000 61,500 61,500 123,000 307,500 410,000 451,000 3,239,000Video 77,000 84,000 70,000 35,000 21,000 14,000 7,000 14,000 21,000 49,000 70,000 77,000 539,000Location, Event Decoration 495,000 540,000 450,000 225,000 135,000 90,000 45,000 90,000 135,000 315,000 450,000 495,000 3,465,000Makeup and hairdo 88,000 100,000 84,000 40,000 28,000 16,000 12,000 12,000 24,000 60,000 80,000 88,000 632,000Sale promotion 0 700,000 0 0 0 0 0 0 0 0 0 0 700,000Total 1,703,530 2,601,960 1,598,740 787,900 551,400 350,980 240,220 286,250 484,680 1,145,900 1,553,910 1,705,520 13,010,990Sale volume Total saleYear 201165Figure 3.16 Sales of I Love Wedding in year 2011 Total Sales of Year 20110100,000200,000300,000400,000500,000600,000700,000800,000FEBAPRJUNAUGOCTDECMonthTotal SalesBridal dresses/coupleFramesCrystal LCD AlbumCardKeepsakePhotographyPhotography (Pre-wedding)VideoLocation, Event DecorationMakeup and hairdoSale promotion 66 Sale of Year 2012 Table 3.6 Sales of I Love Wedding in year 2012 Product and Service/ month Price JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC TotalBridal dresses/couples 8,000 25 27 25 15 8 5 3 4 10 20 23 25 190Frames 2,000 25 27 25 15 8 5 3 4 10 20 23 25 190Crystal LCD Album 3,500 25 27 25 15 8 5 3 4 10 20 23 25 190Card 15 10,000 10,800 10,000 6,000 3,200 2,000 1,200 1,600 4,000 8,000 9,200 10,000 76,000Keepsake 17 10,000 10,800 10,000 6,000 3,200 2,000 1,200 1,600 4,000 8,000 9,200 10,000 76,000Photography 1,990 6 4 6 10 20 22 18 15 12 10 9 8 140Photography (Pre-wedding) 20,500 25 27 25 15 8 5 3 4 10 20 23 25 190Video 7,000 12 13 12 7 4 3 1 2 5 10 11 12 92Location, Event Decoration 45,000 12 13 12 7 4 3 1 2 5 10 11 12 92Makeup and hairdo 4,000 25 27 25 15 8 5 3 4 10 20 23 25 190JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC Total200,000 216,000 200,000 120,000 64,000 40,000 24,000 32,000 80,000 160,000 184,000 200,000 1,520,00050,000 54,000 50,000 30,000 16,000 10,000 6,000 8,000 20,000 40,000 46,000 50,000 380,00087,500 94,500 87,500 52,500 28,000 17,500 10,500 14,000 35,000 70,000 80,500 87,500 665,000150,000 162,000 150,000 90,000 48,000 30,000 18,000 24,000 60,000 120,000 138,000 150,000 1,140,000170,000 183,600 170,000 102,000 54,400 34,000 20,400 27,200 68,000 136,000 156,400 170,000 1,292,00011,940 7,960 11,940 19,900 39,800 43,780 35,820 29,850 23,880 19,900 17,910 15,920 278,600512,500 553,500 512,500 307,500 164,000 102,500 61,500 82,000 205,000 410,000 471,500 512,500 3,895,00084,000 91,000 84,000 49,000 28,000 21,000 7,000 14,000 35,000 70,000 77,000 84,000 644,000540,000 585,000 540,000 315,000 180,000 135,000 45,000 90,000 225,000 450,000 495,000 540,000 4,140,000100,000 108,000 100,000 60,000 32,000 20,000 12,000 16,000 40,000 80,000 92,000 100,000 760,000Sale promotion 0 1,500,000 0 0 0 0 0 0 0 0 0 0 1,500,0001,905,940 3,555,560 1,905,940 1,145,900 654,200 453,780 240,220 337,050 791,880 1,555,900 1,758,310 1,909,920 16,214,600Total saleVideoLocation, Event DecorationCardFramesProducts and Services/ monthBridal dresses/coupleMakeup and hairdoTotalCrystal LCD AlbumKeepsakePhotographyPhotography (Pre-wedding)Year 2012Sale volume 67Figure 3.17 Sales of I Love Wedding in year 2012 Total Sales of Year 20120200,000400,000600,000800,0001,000,0001,200,0001,400,0001,600,000FEBAPRJUNAUGOCTDECMonthTotal SalesBridal dresses/coupleFramesCrystal LCD AlbumCardKeepsakePhotographyPhotography (Pre-wedding)VideoLocation, Event DecorationMakeup and hairdoSale promotion 68 Sale of Year 2013 Table 3.7 Sales of I Love Wedding in year 2013 Product and Service/ month Price JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC TotalBridal dresses/couples 8,000 27 30 25 22 15 9 4 5 15 24 25 27 228Frames 2,000 27 30 25 22 15 9 4 5 15 24 25 27 228Crystal LCD Album 3,500 27 30 25 22 15 9 4 5 15 24 25 27 228Card 15 10,800 12,000 10,000 8,800 6,000 3,600 1,600 2,000 6,000 9,600 10,000 10,800 91,200Keepsake 17 10,800 12,000 10,000 8,800 6,000 3,600 1,600 2,000 6,000 9,600 10,000 10,800 91,200Photography 1,990 7 4 6 10 20 22 18 15 12 10 9 8 141Photography (Pre-wedding) 20,500 27 30 25 22 15 9 4 5 15 24 25 27 228Video 7,000 13 15 12 11 7 4 2 2 7 12 12 13 110Location, Event Decoration 45,000 13 15 12 11 7 4 2 2 7 12 12 13 110Makeup and hairdo 4,000 27 30 25 22 15 9 4 5 15 24 25 27 228JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC Total216,000 240,000 200,000 176,000 120,000 72,000 32,000 40,000 120,000 192,000 200,000 216,000 1,824,00054,000 60,000 50,000 44,000 30,000 18,000 8,000 10,000 30,000 48,000 50,000 54,000 456,00094,500 105,000 87,500 77,000 52,500 31,500 14,000 17,500 52,500 84,000 87,500 94,500 798,000162,000 180,000 150,000 132,000 90,000 54,000 24,000 30,000 90,000 144,000 150,000 162,000 1,368,000183,600 204,000 170,000 149,600 102,000 61,200 27,200 34,000 102,000 163,200 170,000 183,600 1,550,40013,930 7,960 11,940 19,900 39,800 43,780 35,820 29,850 23,880 19,900 17,910 15,920 280,590553,500 615,000 512,500 451,000 307,500 184,500 82,000 102,500 307,500 492,000 512,500 553,500 4,674,00091,000 105,000 84,000 77,000 49,000 28,000 14,000 14,000 49,000 84,000 84,000 91,000 770,000585,000 675,000 540,000 495,000 315,000 180,000 90,000 90,000 315,000 540,000 540,000 585,000 4,950,000108,000 120,000 100,000 88,000 60,000 36,000 16,000 20,000 60,000 96,000 100,000 108,000 912,000Sale promotion 0 700,000 0 0 0 0 0 0 0 0 0 0 700,0002,061,530 3,011,960 1,905,940 1,709,500 1,165,800 708,980 343,020 387,850 1,149,880 1,863,100 1,911,910 2,063,520 18,282,990FramesProducts and Services/ monthBridal dresses/coupleSale volume Total saleMakeup and hairdoYear 2013TotalCrystal LCD AlbumKeepsakePhotographyPhotography (Pre-wedding)VideoLocation, Event DecorationCard69Figure 3.18 Sales of I Love Wedding in year 2013 Total Sales of Year 20130100,000200,000300,000400,000500,000600,000700,000800,000FEBAPRJUNAUGOCTDECMonthTotal SalesBridal dresses/coupleFramesCrystal LCD AlbumCardKeepsakePhotographyPhotography (Pre-wedding)VideoLocation, Event DecorationMakeup and hairdoSale promotion 70 Sale of Year 2014 Table 3.8 Sales of I Love Wedding in year 2014 Product and Service/ month Price JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC TotalBridal dresses/couples 8,000 30 35 30 28 21 10 7 5 15 28 30 35 274Frames 2,000 30 35 30 28 21 10 7 5 15 28 30 35 274Crystal LCD Album 3,500 30 35 30 28 21 10 7 5 15 28 30 35 274Card 15 12,000 14,000 12,000 11,200 8,400 4,000 2,800 2,000 6,000 11,200 12,000 14,000 109,600Keepsake 17 12,000 14,000 12,000 11,200 8,400 4,000 2,800 2,000 6,000 11,200 12,000 14,000 109,600Photography 1,990 6 4 6 10 20 22 18 15 12 10 9 9 141Photography (Pre-wedding) 20,500 30 35 39 28 21 10 7 5 15 28 30 35 283Video 7,000 15 17 15 14 10 5 3 2 7 14 15 17 134Location, Event Decoration 45,000 15 17 15 14 10 5 3 2 7 14 15 17 134Makeup and hairdo 4,000 30 35 30 28 21 10 7 5 15 28 30 35 274JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC Total240,000 280,000 240,000 224,000 168,000 80,000 56,000 40,000 120,000 224,000 240,000 280,000 2,192,00060,000 70,000 60,000 56,000 42,000 20,000 14,000 10,000 30,000 56,000 60,000 70,000 548,000105,000 122,500 105,000 98,000 73,500 35,000 24,500 17,500 52,500 98,000 105,000 122,500 959,000180,000 210,000 180,000 168,000 126,000 60,000 42,000 30,000 90,000 168,000 180,000 210,000 1,644,000204,000 238,000 204,000 190,400 142,800 68,000 47,600 34,000 102,000 190,400 204,000 238,000 1,863,20011,940 7,960 11,940 19,900 39,800 43,780 35,820 29,850 23,880 19,900 17,910 17,910 280,590615,000 717,500 799,500 574,000 430,500 205,000 143,500 102,500 307,500 574,000 615,000 717,500 5,801,500105,000 119,000 105,000 98,000 70,000 35,000 21,000 14,000 49,000 98,000 105,000 119,000 938,000675,000 765,000 675,000 630,000 450,000 225,000 135,000 90,000 315,000 630,000 675,000 765,000 6,030,000120,000 140,000 120,000 112,000 84,000 40,000 28,000 20,000 60,000 112,000 120,000 140,000 1,096,000Sale promotion 0 1,500,000 0 0 0 0 0 0 0 0 0 0 1,500,0002,315,940 4,169,960 2,500,440 2,170,300 1,626,600 811,780 547,420 387,850 1,149,880 2,170,300 2,321,910 2,679,910 22,852,290 TotalCrystal LCD AlbumKeepsakePhotographyPhotography (Pre-wedding)VideoLocation, Event DecorationCardMakeup and hairdoYear 2014FramesProducts and Services/ monthBridal dresses/coupleSale volume Total sale71Figure 3.19 Sales of I Love Wedding in year 2014 Total Sales of Year 20140200,000400,000600,000800,0001,000,0001,200,0001,400,0001,600,000JANFEBMARAPRMAYJUNJULAUGSEPOCTNOVDECMonthTotal SalesBridal dresses/coupleFramesCrystal LCD AlbumCardKeepsakePhotographyPhotography (Pre-wedding)VideoLocation, Event DecorationMakeup and hairdoSale promotion 723.5 Marketing Expenses (Sale Incentive) There are five types of expenses as following: Commission is 2% of total sale in each month Radio advertising ( Jingle In-Out) o101.25 MHz, MCOT radio station, Chiang Rai o95 baht/time oShortsportandspeakingproductbrandandproductsor services,lengthisabout15secondintimeofstartandfinish the radio service. (present only the name, slogan, sample, items, and supported by) Brochure oHigh season= 500 baht/month oMiddle season = 300 baht/month oLow season= 200 baht/month Fuel for service to customers is 500 baht per a customer SalespromotionisonlyinFebruarywhichismonthofhighest customers oValentines Day Event in 2011, which is the first wedding ceremony at Phu Chee Fah where is the northernmost of Thailand. Figure 3.20 Valentines Day 2011 Vinyl Billboard 73 Itapproachesthesecondyear,ILoveWedding studio which cooperates with Chiang Rai province andConservationAreaManagementOffice15 to hold the Valentine wedding under the name The FirstWeddingCeremonyatPhuCheeFah whereistheNorthernmostofThailand.Itis hold on February 14th, 2011. Themainobjectiveofthisarrangementistopromoteandmakethetourist attractions in Chiang Rai province well- known. ThemainsponsorofthiseventisILoveWedding,including ChiangRai provinceandConservationAreaManagementOffice15likethesecondary sponsor. On February 14th, the expenses of the wedding ceremony per couple are about 80,000baht.Thispackageconsistsofbridaldress,groomsuit,makeupand hairdo,weddingphotographybothinstudioandonPhuCheeFah,andthe resort for 2 nights on February 13th-14th, 2011. Within this Valentine wedding, Phu Chee Fahs the cliff will be changed into the paradise gate. Furthermore, there are registrars who witness in this registering a marriage license as well. Theauspicioustimeofthisweddingisat9.09am.However,all14wedding couplesoftwocountries(ThailandandLaos)willregisterthemarriage registrationinthesametimeatthecliffofPhuCheeFah.Theheightofthe clifffromwaterlevelis1,628meter.ForthesafetyILoveWeddingwill prepare measures to save all wedding couples as well. Organizations contact: -Chiang Rai Administration Organization and located at 183 Moo.8, Wieng District, Muang, Chiang Rai 57100. Telephone no. 665-371-1499 -Conservation Area Management Office 15. Telephone no. 665-371-4914 Figure3.21 Phu Chee Fah 74-Rairompothong Resort : Tel 668-7189-1099, 668-5204-7775 -Police station Wieng Kaen, Chiang Rai, Tel:053-608-081 , 053-608-191 Cost for create Valentines Day event 2011 -ValentinesDayVinylBillboardsize1845includeserviceis121,500 baht -Cost for location, flower, register the marriage registration, resort, security guard are 50,000 baht. So, the total cost for Valentines Day event in 2011 is 171,500 baht oValentines Day Event in 2012, which is wedding ceremony and wedding registrations on the elephants Figure 3.22 Valentines Day 2012 Vinyl Billboard 75Itapproachesthethirdyear,ILoveWedding studio,ChiangRaiprovincewhichcooperates with ThaiElephantsConservationCentre, Lam Phang provinceonValentineDayorDayof Love,onFebruary14th,2012underthename Weddingceremonyandwedding registrations on the elephant in Valentine Day by I Love Wedding Studio join celebrate the day of Love. Theweddingceremonyandwedding registrations on the elephant cordially invite thespouseandsweetheartbothThaiand foreignpeopleattendeesweddingceremony and wedding registrations on the elephant at ThungGarden,ChiangRai.However,the elephantisanimalaugustofKingof Thailand and a national symbol of Thailandand reinforce the fortune for wedding couple in the amid an atmosphere Lanna wedding. The objective events as follows 1.To public relations the traveling of Chiang Rai province 2.To generate income from tourisms to local communities 3.Thelocalcommunities to participate in the event and make a pride in work 4.ToconserveanddistributeculturalandtraditionsinLannastyleof north Thailand 5.TopromotetourismsandsupporttheactivitiesofThaiElephants Conservation Centre is well known around the world 6.To promote I love wedding studio Figure 3.23 Thung Garden Figure 3.24 wedding registrations on the elephant 76The rate attending wedding ceremony and wedding registrations on the elephants are 50,000 baths per couple. Service consists: -Elephant procession ofbridal and groom, wedding ceremony and celebration -Bridal dress, groom suite, makeup and hairdo - Khan Toke dinner 5 set (wedding couple 1 set and joined the wedding couple 4 set for 20 people) -Keepsake about 20 pieces per couple Organizations contact: -Chiang Rai Administration Organization and located at 183 Moo.8, Wieng District, Muang, Chiang Rai 57100. Telephone no. 665-371-1499 -Thai Elephants Conservation Centre, Lam Phang and located at Km. 28-29 Lam Phang-Chiang Mai Road., Wieng Tan District, Hangchat Lam Phang. Telephone no. 665-422-8108, 668- 1885 -3708, 668 9850 -6187 -Police Station Muang, Chiang Rai, Tel: 053-711-444 , 053-711-588 Cost for create Valentines Day event 2012 -Valentines Day Vinyl Billboard size 1845 include service is 121,500 baht -Cost for location, flower, rent elephants, security guard, and promote are 80,000 BahtSo, the total cost for Valentines Day event in 2012 is 201,500 baht * Year 2013, I Love Wedding will create Valentines Day Event: The first wedding ceremony at Phu Chee Fah where is the northernmost of Thailand. **Year2014,ILoveWeddingwillcreateValentinesDayEvent:Wedding ceremony and wedding registrations on the elephants. 77 Marketing Expenses of Year 2010 Table 3.9 Marketing Expenses of I Love Wedding in year 2010 JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC Total28,126 31,118 22,918 15,758 9,694 6,860 3,669 5,526 9,614 15,758 28,006 31,038 208,08512,198 12,198 12,198 12,198 12,198 12,198 12,198 12,198 12,198 12,198 12,198 12,198 146,376500 500 500 300 300 300 200 200 200 500 500 500 4,5009,000 10,000 7,500 5,000 3,000 2,000 1,000 1,500 3,000 5,000 9,000 10,000 66,00049,824 53,816 43,116 33,256 25,192 21,358 17,067 19,424 25,012 33,456 49,704 53,736 424,961Marketing expenses Year 2010TotalExpense/MonthCommissionRadio Adv.BrochureFuel for service to customers Figure 3.25 Marketing Expenses of I Love Wedding in year 2010 Marketing Expenses of Year 201005,00010,00015,00020,00025,00030,00035,000JANFEBMARAPRMAYJUNJULAUGSEPOCTNOVDECMonthTotal ExpensesCommissionRadio Adv.BrochureFuel for service to customers 78 Marketing Expenses of Year 2011 Table 3.10 Marketing Expenses of I Love Wedding in year 2011 JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC Total34,071 52,039 31,975 15,758 11,028 7,020 4,804 5,725 9,694 22,918 31,078 34,110 260,22012,198 12,198 12,198 12,198 12,198 12,198 12,198 12,198 12,198 12,198 12,198 12,198 146,376500 500 500 300 300 300 200 200 200 500 500 500 4,50011,000 12,500 10,500 5,000 3,500 2,000 1,500 1,500 3,000 7,500 10,000 11,000 79,000- 171,500 - - - - - - - - - - 171,50057,769 248,737 55,173 33,256 27,026 21,518 18,702 19,623 25,092 43,116 53,776 57,808 661,596Sales promotionMarketing expenses Year 2011TotalExpense/MonthBrochureRadio Adv.CommissionFuel for service to customers Figure 3.26 Marketing Expenses of I Love Wedding in year 2011 Marketing Expenses of Year 2011020,00040,00060,00080,000100,000120,000140,000160,000180,000200,000JANFEBMARAPRMAYJUNJULAUGSEPOCTNOVDECMonthTotal ExpensesCommissionRadio Adv.BrochureFuel for service to customersSales promotion 79 Marketing Expenses of Year 2012 Table 3.11 Marketing Expenses of I Love Wedding in year 2012 JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC Total38,119 71,111 38,119 22,918 13,084 9,076 4,804 6,741 15,838 31,118 35,166 38,198 324,29212,198 12,198 12,198 12,198 12,198 12,198 12,198 12,198 12,198 12,198 12,198 12,198 146,376500 500 500 300 300 300 200 200 200 500 500 500 4,50012,500 13,500 12,500 7,500 4,000 2,500 1,500 2,000 5,000 10,000 11,500 12,500 95,000- 201,500 - - - - - - - - - - 201,50063,317 298,809 63,317 42,916 29,582 24,074 18,702 21,139 33,236 53,816 59,364 63,396 771,668Sales promotionRadio Adv.Expense/MonthTotalCommissionBrochureMarketing expenses Year 2012Fuel for service to customers Figure 3.27 Marketing Expenses of I Love Wedding in year 2012 Marketing Expenses of Year 2012020,00040,00060,00080,000100,000120,000140,000160,000180,000200,000JANFEBMARAPRMAYJUNJULAUGSEPOCTNOVDECMonthTotal ExpensesCommissionRadio Adv.BrochureFuel for service to customersSales promotion80 Marketing Expenses of Year 2013 Table 3.12 Marketing Expenses of I Love Wedding in year 2013 JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC Total41,231 60,239 38,119 34,190 23,316 14,180 6,860 7,757 22,998 37,262 38,238 41,270 365,66012,198 12,198 12,198 12,198 12,198 12,198 12,198 12,198 12,198 12,198 12,198 12,198 146,376500 500 500 300 300 300 200 200 200 500 500 500 4,50013,500 15,000 12,500 11,000 7,500 4,500 2,000 2,500 7,500 12,000 12,500 13,500 114,000- 171,500 - - - - - - - - - - 171,50067,429 259,437 63,317 57,688 43,314 31,178 21,258 22,655 42,896 61,960 63,436 67,468 802,036Sales promotionRadio Adv.Expense/MonthMarketing expenses Year 2013Fuel for service to customersTotalCommissionBrochure Figure 3.28 Marketing Expenses of I Love Wedding in year 2013 Marketing Expenses of Year 2013020,00040,00060,00080,000100,000120,000140,000160,000180,000200,000JANFEBMARAPRMAYJUNJULAUGSEPOCTNOVDECMonthTotal ExpensesCommissionRadio Adv.BrochureFuel for service to customersSales promotion81 Marketing Expenses of Year 2014 Table 3.13 Marketing Expenses of I Love Wedding in year 2014 JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC Total46,319 83,399 50,009 43,406 32,532 16,236 10,948 7,757 22,998 43,406 46,438 53,598 457,04612,198 12,198 12,198 12,198 12,198 12,198 12,198 12,198 12,198 12,198 12,198 12,198 146,376500 500 500 300 300 300 200 200 200 500 500 500 4,50015,000 17,500 15,000 14,000 10,500 5,000 3,500 2,500 7,500 14,000 15,000 17,500 137,000- 201,500 - - - - - - - - - - 201,50074,017 315,097 77,707 69,904 55,530 33,734 26,846 22,655 42,896 70,104 74,136 83,796 946,422Radio Adv.Expense/MonthTotalCommissionBrochureSales promotionMarketing expenses Year 2014Fuel for service to customers Figure 3.29 Marketing Expenses of I Love Wedding in year 2014 Marketing Expenses of Year 2014020,00040,00060,00080,000100,000120,000140,000160,000180,000200,000220,000JANFEBMARAPRMAYJUNJULAUGSEPOCTNOVDECMonthTotal ExpensesCommissionRadio Adv.BrochureFuel for service to customersSales promotion823.6 Conclusion in market feasibility FromsaleforecasttableofIloveweddingineachyear,itcanclearlyto represent that season is the factors to influence total sales forI love wedding, such as in winter, it is between October to March, which is in quarter 4 and quarter 1. That is high season period in every year, because this period has high demand of customers to useweddingservice,especiallybrideandgroomthatfavorweddinginwinter,and graduatepersoninthebeginningoftheyear,thereforeitmakeIloveweddingstore increase growth rate rapidly in winter and increase trend of total sale in every year.In summer, it is between April-June, which is in quarter 2 of each year. I love weddinghavemoderateintotalsale,becausecustomeralsousesomeservicewith wedding studio. In this period, we do marketing continue by advertising product and service for I love wedding, so this period not much affect to our total sale. Then, we believe for every year in summer, I love wedding will increase the potential growth of total sales.During in rainy season, it is between July to September, which is in quarter 3 ofeachyear.Ithasdecliningdemandofcustomerforuseweddingservices,when compare with other quarter, because mostly of customer does not favor to wedding in rainy season. However, I love wedding also have high total sale from another service, suchasstudiophotographandotherphotograph,becausewecontinuedoing advertising,andalwaysadjustmarketingstrategytosuitablewithsituation.Then, duringinrainyseasonwillnoteffectforourtotalsale,andwealsobelieveineach year of rainy season period will increase the potential of total sales. 83 Chapter 4 Technical Feasibility Study 84 Figure 4.1:A-Line/ Princess 4.1 Production and Operation Analysis 4.1.1 Product characteristics Bridal Dress Thestyleofyourdressisthesinglemostimportantfactorincreatingyour overall look on your wedding day. Wedding dresses can range from sleek and simple to grand and elaborate, depending on your personal taste and the statement you want to make on your big day. The silhouette of your wedding dress is the first image that your groom will see when you begin your walk down the