เจริญกิจการเกษตร Project feasibilty Study and Evaluation - Aj. chaiyawat Thongintr. Mae Fah Luang University (MFU) 2010.

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Jarenkit Kankased
Be concentrate in providing service and help to

improve agriculturists’ lifePart
by1 using sufficiency economy
way following the King Rama9
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Preface
The subject of 1203302 Project Feasibility Study and Evaluation in one part of
Business Major Study for studying the feasibility of the business by applies the skill
and knowledge from many branches to analyze the opportunities and feasibilities of
the business. Studying the origin and the important of business, environment and
other factors that have impact of business, market analysis, and select the strategy to
use the market, the method of manage the business, financial and accounting, and risk
of finance on business.
However, Jarenkit Kankased to make the Project Feasibility Study and

Evaluation. In addition to, agricultural product is a one of the business that has
interesting and the situation at the present have a trend of agricultural is increasing
because Thailand is a country of agricultural and the government support. So,
Jarernkit Kankased is attractive to investment and it is the result that we select it to
study the feasibility of the project.
Jarenkit Kankased
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Content
Preface A
Content B
Part 1: Introduction
Background 1
Objectives 2
Benefit 2
Activities / Timeframe 2
Part 2: Industry Profile

Nature of Industry 3
Industry Situation 3
Product 4
1. Agricultural Equipment 4
2. Fertilizers 4
3. Organic fertilizers 4
4. Agricultural Chemical 6
5. Animals Feeds 6
Vision 8
Mission 8
Business Strategy 8
Part 3: Marketing Feasibility Study

Market Analysis 9
General Environment Analysis 9
External Environment Analysis 9
Politic 9
Economy 9
Social 10
Technology 10
Internal Environment Analysis 10
Five’s Force Model 10
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1. Barry to Entry: Low 11

2. The Bargaining Power of Buyer: High 11
3. The Bargaining Power of Suppliers: Low 11
4. Threat of Substitute Products: Average 11
5 Rivalry among Existing Firms: Low 12
SWOT Analysis 12
Strength 12
Weakness 12
Opportunity 12
Threat 13
Competitive analysis (3C Analysis) 13
1. Competitor Analysis 13
2. Customer Analysis 13
3. Company Analysis 14
Market Segmentation 14
Target Market 15
Positioning 16
Goal of market 17
Marketing Mix (4Ps) 17
Product 18
Price 20
Place 24
Promotion 24
Leaflets 24
Advertising 24
Sponsorship 24
Word of mouth 24
Spot radio 25
Other 25
Cost of marketing 25
Sale Forecasting 25
2010 29
2011 31
2012 33
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2013 35
2014 37
Conclusion 39
Part 4: Technical Feasibility Study
Production and Operation Feasibility Analysis 40
Product Characteristics 40
Agricultural Chemical 40
Fertilizers 48
Agriculture equipment 52
Animal Food 51 54
Production/Services Process 55
Location 55
Facility Layout 56
3. Machine/Tools/ Equipments 57
4. Logistics management 67
Transportation part 68
Supplier management part 69
Customer Service part 69
Return goods 69
Location Planning 69
Facility Management 69
Cost of Investment 70
Depreciation 72
Conclusion 73
Part 5: Financial Analysis 74
Profit/ Loss Statement 74
Income Statement 2010 74
Cash Flow 79
Cash Flow2010 79
Cash Flow2011 80
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Cash Flow2012 81
Cash Flow2013 82
Cash Flow2014 83
Balance Sheet 84
Balance Sheet 2010 84
Payback Period
Payback Period 2010 95
Net Present Value (NPV) and Internal Rate of Return IRR 96
Conclusion 97
Chapter 6: Risk Management 98
Sale Decrease 5% 98
Sale Decrease 10% 101
Sale Decrease 15% 104
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Cost/Expense increase 10% 111
Cost/Expense increase 15% 114
Conclusion 117
Chapter 7: Summary
Environment Feasibility Analysis Summary 118
Marketing Feasibility Analysis Summary 118
Production and Operation Feasibility Analysis Summary 119
Financial Feasibility Analysis Summary 119
Business Risk Feasibility Analysis Summary 119
References: 120
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Introduction
Background
From the past to the present, the main occupation of Thai people is
agricultural. Agriculture is the factor which effect to the economy in Thailand
because we export a lot of agriculture goods to worldwide. Agriculture is also the
main factor which feed people for whole country. Agriculture can be food and be raw
material in the many industrial processes and influence other business which involve
with agriculture. Exporting agriculture gain a lot of money to agriculturist and
increase GDP in our country. But nowadays the crop had been decreased and natural
planting is difficult because of changing of environment. So, the fertilizer and
insecticide have been used to help planting and agriculture.
From the research, there are agriculturists every region, especially in the north.
A lot of people in the north do the agriculture, each province will have different crop
for example; Chiangmai plant Longan, strawberry, and orange, Chiangrai plant rice,
strawberry, Lichee, and pine-apple, and Lamphun is the province which has a lot of
agriculturist.
In Lamphun, there are agricultural areas 641,889 Rai or about 22.79% of
totally area of Lamphun province. There are argriculturist 224,971 people or about
55.37% of total amount of people in Lamphun. There are many crops such as Longan,
rice, shallot, and garlic which are of the export good to foreign country. Every year,
Lamphun export a lot of dry longan to China. But according to changing environment
affect the longan growing which not meet the demand of exporting. That’s why we
choose Lamphun as a place for doing our business.
The entrepreneurs of Ja-rern-kit Kan-Kased used to be one of the agriculturists
and face with the same problem with other agriculturist before. From this problem, we
try to find the way to solve the problem in planting and increase the number of the
crop to satisfy the need of agriculture goods. We use the fertilizers and insecticide
which reflect the fast growing tree, and return in high performance. That’s why we
want to open the full system of agricultural store to help and support other
agriculturist.
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Objectives
1. To study about business environment agriculture store.
2. To study about the group of customer demand in the area
3. To study feasibility to open agriculture store in Aumhur Banhong,
Lamphun province.
Benefit
1. To know about business environment agriculture store
2. To know about the group of customer demand in the area
3. To know the feasibility to open agriculture store in Aumhur Banhong,
Lamphun province.
Activities / Timeframe
Operation Methods Nov-09 Dec-09 Jan-10 Feb-10

1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4
1. Discuss about ideas to create topic.
2. Select the topic.
3. Prepare to the presentation.
4. Discuss about background of project.
5. Create project objective, benefits
and create project time frame.
6. Discuss industry profile.
7. Create Product/Service, Situation,
Mission, Vision and Strategy.
8. Discuss about Market Feasibility
Study.
9. Create Market Analysis, Marketing
Mix, Strategy and Sales Forecast
10. Review part 1-3.
11. Discuss about Technical Feasibility
Study and Financial Analysis.
12. Create Production and Operations
Analysis, Pre-Operating Cost,
Investment Cost, Operating Cost and
management analysis.
13. Create Statement, cashflow and
Balance Sheet.
14. Create VCD/DVD Ad.
15. Review all part of project.
16. Prepare draft of final report.
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Chapter 2
Industry Profile
Nature of Industry
According to Lamphun province has the people who earn a living the
agriculture. Mostly, the Lamphun has the area owns for the agriculture, total up
641,889 Rai about 22.79 percentages of the all area of a province. Agriculturists have
amount 22,4971people, 55.37 percentages in the all people. Lampoon regards the
source of important production in the North of Thailand like vegetable, fruit and
animal. Some part of agriculture will be the raw material to the industrial factory
processes. Some part of agriculture will send to sell in another province, such as,
Chiangmai, Lampang, Bangkok, Nakorn Savan. The important goods such as, longan
, shallot , garlic , rice , and , corn. Especially, Banhong district has growing longan
and a lot of red shallot so using of agriculture product is increase also because of these
things is main factor to do agriculture. But the problem of agriculture business is
income of Lumphun people has low average 2549-2552 about 23,846 baths / year
which have low value. However hopeful that 2553 economy will recover, the result
may increase of consume will increase. Selling agriculture product is medium
business. Most of store set in Banhong, because this area is important agriculture in
Lumphun. Most of store is retail shop by get the goods from vendor to sell for there
customer. Investment agriculture product need to use skill about agriculture and
investor must use high money to invest. Investor must have relation with vendor and
customer for do business well. Moreover investor must give the knowledge for
employee and investor have to find the way to sell the goods and support market
when do this business. The problems of doing business are the demand of consumer
use follow season, the managing of material follow the season, the problem of the
price that have to fight with competitor. According to use money to invest similar and
the liquidity of expand the business has low because of money department stick to
give money; this things will be effect for support the cost.
(Reference: www.lamphun.go.th)
Industry Situation
Competitive conditions.
Because data from the survey. Then appears to conclude that all agricultural products
have 2 stores located in Ban Hong districts. Products are similar, but the 2 stores have
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no customer service and no knowledge expertise in agriculture product. And sell only
certain products. Competitors still have low so the store can define the form of market
segment. Most of competitions will be the part of price strategy more than service.
With out specific marketing activity such as low advertising. This way will be the
great change to get market segment easily.
Product
Agricultural Equipment
Agricultural equipment as a tool for help the agricultural operations to be
quick and easy, use to relieve farmer power. Divided by type of agricultural
equipment and materials are made from a plastic, made from metal fibers, or even
made from natural materials, if the share of agricultural equipment by function can be
divided into heavy equipment and light equipment, if divided by nature use, including
tools to use with clay, tools used in water plants and tools used to maintain trim
branches.
Fertilizers
Fertilizers are soil amendments applied to promote plant growth. They are
usually applied directly onto the soil, but can also be applied onto leaves (foliar
feeding). The main nutrients added in fertilizer are nitrogen, phosphorus, and
potassium but other nutrients are added in smaller amounts. Fertilizers can be either
organic (e.g. manure) or inorganic (mined or synthesized chemically).
Organic fertilizers
Organic fertilizers include naturally-occurring organic materials, such as

manure, worm castings, compost, seaweed, guano and peat moss, or naturally
occurring mineral deposits. In addition to increasing yield and fertilizing plants
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directly, organic fertilizers can improve the health and long-term productivity of soil.
Organic nutrients increase the abundance of soil organisms by providing organic
matter and micronutrients for organisms such as fungal mycorrhiza, which aid plants
in absorbing nutrients.
Inorganic fertilizers (synthetic fertilizer)
Inorganic fertilizer is often synthesized using the Haber-Bosch process, which

produces ammonia. This ammonia is used as a feedstock for other nitrogen fertilizers.
These concentrated products may be diluted with water to form a concentrated liquid
fertilizer. Ammonia can also be used in the Odda Process in combination with rock
phosphate and potassium fertilizer to produce compound fertilizers.
Chemical fertilizer around beyond, there are nitrogen, potassium and

phosphorus. Chemical fertilizer is divided into 2 types; there are single fertilizer and
fertilizer mixture.
Single fertilizer is fertilizer that containing elements in only one element, such
as urea has only nitrogen or Potassium Chloride has only potassium.
Mixed fertilizer is the fertilizer that containing element in 2 or 3 elements,

such as 16 - 20 - 20 formulas. Elements are only 2 elements, there is nitrogen and
phosphorus or 15 - 15 - 15 formulas. Elements are nitrogen, potassium and
phosphorus.
To use right fertilizer with right plant, there are several factors associated to
concentrate such as types of plants, type of soil, time to use fertilizer and how to use
fertilizer. Each plant needs in much different elements. Some plant need nitrogen,
some plant need phosphorus. Sometime in the same plant species but in the different
times, they are need in much different food elements for examples during the plants
create leaves. The elements that will require are nitrogen but during the plants create
fruits. The elements that will require are potassium. Each soil has different volume of
element. Some soil has high potassium, the sandy soil is usually has low element.
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There are several ways to use fertilizer such as sow method, scatter method,
drop in hole and etc. Each method is efficient and easy unequal. Therefore, the use of
fertilizer to make the most benefit, should consider in
1. Fertilizer on correct formulated.

2. Fertilizer on correct rate of fertilizer to be.
3. Fertilizer on the fertilizer time.
4. Fertilizer on correct way.
Agricultural Chemical
Agrochemical (or agrichemical), a contraction of agricultural chemical, is a

generic term for the various chemical products used in agriculture. In most cases,
agrichemical refers to the broad range of pesticides, including insecticides, herbicides,
and fungicides. It may also include synthetic fertilizers, hormones and other chemical
growth agents, and concentrated stores of raw animal manure.
Many agrichemicals are toxic, and agrichemicals in bulk storage may pose
significant environmental and/or health risks, particularly in the event of accidental
spills. In many countries, use of agrichemicals is highly regulated. Government-issued
permits for purchase and use of approved agrichemicals may be required. Significant
penalties can result from misuse, including improper storage resulting in spillage. On
farms, proper storage facilities and labeling, emergency clean-up equipment and
procedures, and safety equipment and procedures for handling, application and
disposal are often subject to mandatory standards and regulations. Usually, the
regulations are carried out through the registration process.
Animals Feeds
Concentrate feeds
Concentrate food is an ingredient in concentrated feed containing valuable
chemical elements, particularly from high-quality animal and plant proteins and with
a fragrance to encourage consumption. The product is suitable for mixing with raw
materials to feed animals of any age as needed.
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Feed for laying chickens feed for laying chickens is a special-ingredient feed
produced from high-quality materials, processed by our standard feed mill and
becomes a key ingredient and any other species of laying chickens fed within the
tropical climate zones. Therefore, you can be sure that feed for laying chickens has
the complete quality needed for the laying chickens and their eggs will satisfy the
market and customer needs. In addition, we create different proportions of ingredients
to be suitable for each laying chickens’ age range and needs.
Feed for broiler chickens

Feed for broiler chickens is a special-ingredient feed produced from high
quality meat and fish meal to enhance the quality and speed of broilers’ feed
conversion rate and help control the weight of laying chickens to achieve the standard
weight for their species. The feeds, therefore, are categorized into three types
according to the species and the broilers’ feeding environment in Thailand.
Feed for Native chickens

Feed for folk chickens is a special-ingredient feed produced and developed for
'Triple crossbred chickens' or 'Native chickens' by adding Thai herbs as one of the
ingredients to control the overgrowth of chickens and ensure that those fed with feed
have beautiful skin and firm, tasty flesh.
Feed for pigs

Selection of pig feed to achieve the highest efficiency both in production cost
and pig efficiency must ensure use of a feed suitable for pigs in each period of their
life. This selection will affect the food conversion rate (FCR) and average daily gain
(ADG) and feed cost per gain (FCG). We focus on feed production with nutrient
levels suitable for pigs each period of their life to encourage pigs to achieve their best.
Feed for Catfish:

This is catfish feed produced from high quality, selected, and carefully inspected,
raw materials manufactured using modern technology machinery and thus a feed of
quality and high nutritional value is obtained with a complete nutrient balance making
the fish grow quickly with the beautiful skin color desired by the market. It is suitable
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for feeding catfish. The product is categorized into 3 types based on the fish size and
weight: small-sized, medium-sized, and big-sized catfish.
Feed for herbivorous fish:

This is suitable for feeding herbivorous fish of all species and is categorized into 2
types based on size and weight: small-sized and big-sized plant-eating fish.
Vision
Be concentrate in providing service and help to improve agriculturist life by
using sufficiency economy way follow the King Rama9
Mission
To concentrate, help, and support agriculturists with honestly.
Business Strategy
Business level
Our business focused on satisfying customer needs or preferences in order to
achieve above average returns. This is done through Business-level strategies.
Business level strategies detail actions taken to provide value to customers and gain a
competitive advantage by exploiting core competencies in specific, individual product
markets. Our firm emphasize on gaining competitive advantage strategy (competitive
differentiation) value is provided to customers through unique features and
characteristics of an organization's products rather than by the lowest price. It is done
through high quality, features, high customer service. We have a good relationship
with the vendor because we agree to have long contact with the vendor and promise to
have them as only one vendor of our store in fertilizers and chemical products. They
lease the product to us and they will collect the money by the end of the month which
less the risk to us in money lack and we still have product to sell.
We also focus on focus differentiate strategy which is be different from other
store because our rival they sell only chemical product but we try to sell agriculture
equipment and animal food which involve in agriculture activities. We have gone on
field service and customer can consult about problems that they face in their
farm/garden. Moreover, the retailer can order the product in big lot from us because
we have delivery service in Amphur Banhong, Amphur Lee, and Amphur
Tunghuachang.
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Part 3
Market Feasibility Study
Market Analysis
From the past to the present, agriculture had been a part of Thai people life.
Thailand is a good place for doing agricultural because the weather is suitable in here.
In the past, people do the agricultural for survive themselves and their family, but now
it has been changed. People do the agricultural as their occupation for gathering
money as a business. According to climate change and low products, the agricultural
chemical and agricultural equipments can help to improve performance of agricultural
product and agriculturists to gather the more benefit from selling their product and
make job on field easy for them.
General Environment Analysis
External Environment Analysis
Politic
From the policy measure 1 year of Prime Minister Apesit vedchachiwa, the
politic of this government has effective directly to agriculture market. This
government leader by Apesit vedchachiwa has supported the part of agriculture more.
Prime Minister Apesit vedchachiwa’ government has created the system of insure the
risk of agriculture which is the system that warrant the price of agriculture goods by
the future option. Moreover this government has developed the agriculture market and
community goods to release the local goods that exceed market and the government
still give more sufficient economy fund to agriculturist to do their business. For all of
mention is the policy of government that will be effected directly for agriculture
environment, it is the great opportunity of Jareuankit karkased to do this business.
Economy
From the office of the national economy and social development board said
that the estimate of economy 2010 will have the expand 0.3-0.4% follow recovering
of world economic and the reliable of private company. For general inflation will be
2.5-3.5, the rate of no job about 1.4%, the rate of overbalance about 5.3of GDP.
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The managing economic of government will support private company to invest for
business to help Thailand economic to recover, the government will support the
export-import in ASEAN to reduce the tax. This situation of economic quite be the
good news of the part of agriculture because of people in country will have ability to
spent their money to buy agriculture goods
Social
Nowadays people start to concern with the health, so the trend of using
chemical product will low so the organic fertilizer will be interested for many people.
This is the good chance of Jareuankit karkased to invest in this business and in
lumphun the main occupation is agriculture. For the density of population will be 90
person per 1 tarang kilometer, it show that the area is appropriate with people in the
province.
Technology
The technology which we use for promoting our store is radio. We use the
radio advertising as a communication channel because the customers in Banhong
areas always listen to the radio. Moreover, we contact to the customers and vendor by
telephone because it’s fast, easy, and suit with customer behavior.
Internal Environment Analysis
Five’s Force Model

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Competitive Structure analysis of business, Competitive Environment or

Industry Environment is regard as necessary and effect to direct business. This
method is the main of competitive structure analysis of business is element analysis as
“Five Force Model” consists of:
1. Rivalry or Potential Entrants

2. Bargaining Power of Customers and Buyers
3. Bargaining Power of Suppliers
4. Threat of New Entrants
5. Threat of Substitute Products or Services
Our company use Five Force to analysis with Jarernkit Kankased by:
1.1 Barry to Entry: Low

In this industry, there only a few retailer who is full-option of agricultural
store and don’t have to use a lot of fund. The store located by the main road which is
easy for customer to reach our products. Moreover, the business owner has an
experience and knowledge about agriculture and customer need.
1.2 The Bargaining Power of Buyer: High

According to, there are 3 agricultural chemical store in Banhong district, the
customers have more choices to go to other store and customers has high loyalty to
product which effect to high bargaining power.
1.3 The Bargaining Power of Suppliers: Low

The growing rate of this business is high because agricultural is getting bigger
in country side. There are many suppliers in this business. Moreover we can gain the
benefit more than other store by building vendor relationship. The vendor shipping
the product to our store by their truck, which save our shipping cost, and collects their
money after a month.
1.4 Threat of Substitute Products: Average

Even the customer cannot produce the chemical fertilizers and other chemical
products by themselves, but they still can make natural fertilizers and natural animal
food by themselves. However, most customers prefer to use chemical products and
instant animal food because it’s fast and easy to use.
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1.5 Rivalry among Existing Firms: Low

There is only Jarernkit Kankased who is full-option agricultural store in this
market. However, there are 2 stores sell similar product with us but they sell only
chemical products, without animal food and agricultural equipment.
SWOT Analysis
Strength
We have knowledge and experience in this business.
We train our employees to have knowledge about the products and giving the best
service to customer.
Our product has average to high quality according to the price and need of
customer. The low quality product will not be served in our store to make sure that
the customer will get the good product following their need.
We have the best location which have parking lot provided for customers.
We provide help and information to customers to solve their planting problems.
We have good relationship with our vendor to gain competitive advantage.
Weakness
We are new store. We need to attract new customers.
In the beginning, we have to use a lot of money to start the business.
Opportunity
The government support agriculturist to grow fruit trees and other vegetable.
The economy is getting better, the cost of product is getting down, and people have
more money to buy our products.
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The King suggests people to have sufficiency life by growing vegetables and raise
animal to be their daily food.
Threat
Social trend prefer to eat clean vegetable without chemical using.
There are competitors in Banhong district area.
Increasing of fuel price it effect to higher cost of products.
Competitive analysis (3C Analysis)
1. Competitor Analysis
There are 3 retailers who are our competitors; Puifai Panit, Ton Kankased, and
Tanthong Panit. They are agricultural chemical store which sell fertilizers and
chemical products only. Their location is in Banhong district and was settled by the
main street. They didn’t offer the parking lot and sell in high price. From observing,
they didn’t suggest anything to customer.
2. Customer Analysis
The aim of marketing is to understand consumer needs, desires and

motivations. In order to meet the needs of the customer, producers should conduct
customer analyses.
From observation, most of the customer is agriculturist who has income at

least 3,000 baht/ month. They have education level at least 4 grade, they can read and
write in Thai. Most of them plant longan, corn, rice, garlic, and other vegetables on
their own property. Their buying pattern will depend on their past experience even
some product is very cheap if it’s not effective, the agriculturists won’t buy it. It is
from word-of-mouth.
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The customer group:
1. Agriculturist: the agriculturist who involve in planting and gardening

activities.
2. Housewife: the man or woman who raise animal (pig, fish,chicken) and
sometimes do the vegetable garden in their house.
3. Company Analysis
1. Efficiency: we emphasize on worker, because of the efficiency of worker

can make low cost. Increasing efficiency can improve by motivate the workers such
as high income level follow up their performance.
2. Quality: we sell the average to high quality of product follow up to their

price. Moreover, we focus on service quality; we give the best service to customer to
create customer loyalty to our store.
3. Innovation: the innovation will be use in operation section in our store such
as collecting money system.
4. Size: Our store is bigger than competitor.
5. Knowledge and skill: administrator of our store graduate from Business

administration in Bachelor degree, so they have the knowledge and skill in operate the
business.
Market Segmentation
We divide our market segment into 6 groups of products as following:
First group is chemical products. The agriculturists use the chemical products
with their produce. It helps in healing, treatment, and protects their crop from insect,
worm, and other diseases.
Second group is fertilizers. Fertilizers are soil amendments applied to promote
plant growth. They are usually applied directly onto the soil, but can also be applied
onto leaves (foliar feeding). The main nutrients added in fertilizer are nitrogen,
phosphorus, and potassium but other nutrients are added in smaller amounts.
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Third group is Animal food. Concentrate food is an ingredient in concentrated

feed containing valuable chemical elements, particularly from high-quality animal and
plant proteins and with a fragrance to encourage consumption. The product is suitable
for mixing with raw materials to feed animals of any age as needed.
Forth group is Tractor. The tractor is special car that agriculturists use in their
farm. It helps in plough up and over soil for preparing their farm.
Fifth group is seed. The agriculturist use seed to plant vegetable and flowers.
Each seed has the time limit for each of them.
The last group is agricultural equipment. The agricultural equipment often use
in the farm and garden. The agriculturists use them to help in planting and activities in
the farm.
Target Market
From observing, we choose our target market following frequency of use of
our customers which is:
Chemical products: The customers often use the chemical products in their
field because it’s faster than the natural product and more effective.
Fertilizers: Customer often use fertilizers in their farm to enrich their plants
and the customer often look for chemical product and fertilizer in the same time.
Animal food: From the statistic website of Lamphan province it said that in
Amphur Banhong, Li, and Tunghuashang have high value of animal sale. So we
decide to sell animal food too.
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Positioning
Planting Consultant and go on

Jarenkit Kankased filed service
Puifai Panit High
Ton Kankased
Tanthong Panit
Variety Low High
Low
From picture above, you can see that our store provide high quality of planting
consultant and go on field service to our customer. Moreover, our store has variety of
products to serve customer and we try to be a one stop shop.
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Goal of market
* Object period first year
- Specific market around Banhong area

- Create “Store brand” to be popular for target customer in the Banhong area
- Crate Network with other organization such as Government part or other
store
* Object period 2-5 year
- Create the popular in the Lumphun and may increase product or store
- Increase product that appropriate with market and region
Marketing Mix (4Ps)
The Marketing mix is generally accepted as the use and specification of the
4Ps describing the strategic position of a product in the marketplace. It is the division
of groups to make a particular product, by pricing, product, branding, place, and
quality. The fundamental of marketing typically identifies the four P's of the
marketing mix as referring to:
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Product
Jarernkit kankased store do the business like retail store. The store sells many
of agriculture products such as Animal Food, Agricultural Equipment, Fertilizers and
Agricultural Chemical. For the product; store will sell many quality product and
popular brand. These are the product the customer can accept. All of the product will
support with customer need
Animal Food Agricultural Fertilizers Agricultural

Equipment Chemical
Fish fierce tiny food a bucket totters to blow 46-0-0 Krai-Fo-Sed 1
a medicine Liter
Fish fierce reed omen the handle blows a 16-20-0 Karawan 1 Liter
food medicine
Fish fierce big food the head injects 4 a 15-15-15 Wan-up 1 Liter
hole
Fish food eats tiny the head injects 5 a 13-13-21 Ecomax 1 Liter
plant hole
Fish food eats big a pipe is PVC , 4 15-15-15 Round-Up 1 Liter
plant Chinese unit of weight
Chicken Food-small a pipe is PVC , 6 25-7-7 Erasone 1 Liter
Chinese unit of weight
Chicken food - 4 straight joints 15-0-0 Gram-mox-zone 1
medium Chinese unit of weight Liter
Pig Food 4 straight joints 0-0-60 Krai-Fo-Sed 4
Chinese unit of weight Liters
1 straight joint is inch 8-24-24 Karawan 4 Liters
2 straight joints are Plant formula merit Wan-up 4 Liters
inch maintains
bend 4 Chinese unit of Plant formula merit Ecomax 4 Liters
weight maintains
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bend 6 Chinese unit of Boawtip fertilizer Round-Up 4 Liters

weight
Equipment Chemical
bend 1 inch sarnnumchok Erasone 4 Liters
bend 2 inch Potassium substance Gram-mox-zone 4
wells up Liters
4 three way joints Lannate 500 cc.
6 three way joints Keysite 500 cc.
1 three way joint is Keysite 1,000 cc.
inch
2 three way joints are Offtrin10 1,000
inch cc.
water pipe glue , The Midfield505 500
tiny cc.
water pipe glue , The Midfield505
big 1,000 cc.
pickax Bigmax 500 cc.
A bag plants Cooling Oil 500
cc.
Cooling Oil 1,000
cc.
Panterra 500 cc.
Panterra 1,000 cc.
Krajao 500 cc.
Krajao 1,000 cc.
Florine 500 cc.
Florine 1,000 cc.
Pro Calcium
Boron 1,000 cc.
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Duanteesud 500
cc.
Equipment Chemical
Duanteesud 1,000
cc.
Profix
Kheawyai
Price
Jarernkit kankased store use price strategy like Medium – Value strategy. By
sell the goods which high quality in medium price. According to target market who
wants to use quality agriculture equipment has low income. Some product, our store
will set the price follow agency company who sell the product for our store.
- Product list
Animal Food Cost Selling Agricultural Cost Selling

price Equipment Price
Fish fierce tiny food 530 580 a bucket totters to blow 420 500
a medicine
Fish fierce reed omen 520 570 the handle blows a 170 250
food medicine
Fish fierce big food 440 490 the head injects 4 a 50 70
hole
Fish food eats tiny 340 390 the head injects 5 a 50 70
plant hole
Fish food eats big 330 380 a pipe is PVC , 4 37 45
plant Chinese unit of weight
Chicken Food-small 430 480 a pipe is PVC , 6 47 55
Chicken food - 430 480 4 straight joints 3 5
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medium Chinese unit of weight
Animal Food Cost Selling Agricultural Cost Selling

price Equipment Price
Pig Food 450 500 6 straight joints 4 6
1 straight joint is inch 4.5 8
2 straight joints are 12 18
inch
bend 4 Chinese unit of 3 5
weight
bend 6 Chinese unit of 4 6
weight
bend 1 inch 10 12
bend 2 inch 20 25
4 three way joints 3 5
6 three way joints 4 6
1 three way joint is 6 8
inch
2 three way joints are 20 25
inch
water pipe glue , The 25 30
tiny
water pipe glue , The 39 45
big
pickax 150 165
A bag plants/kilo 40 60
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Fertilizers Cost Selling

price
46-0-0 590 630
16-20-0 670 700
15-15-15 850 960
13-13-21 970 995
15-15-15 995 1,020
25-7-7 975 1,000
15-0-0 970 990
0-0-60 1330 1,360
8-24-24 1430 1,450
Plant formula merit 310 340
maintains
Plant formula merit 340 370
maintains
Boawtip fertilizer 300 320
sarnnumchok 580 630
Potassium substance 2850 3,100
wells up
Agricultural Cost Selling Agricultural Cost Selling
Chemical price Chemical Price
Krai-Fo-Sed 1 Liter 150 175 Pewtong 50 90
Karawan 1 Liter 150 175 Prosimedon 170 210
Wan-up 1 Liter 130 160 Eralaxyl 250g. 130 160
Ecomax 1 Liter 130 160 Eralaxyl 1,000 g. 380 400
Round-Up 1 Liter 160 190 Captan50 200 250
Erasone 1 Liter 130 150 Captaindaxim 500 cc. 190 220
Gram-mox-zone 1 150 170 Captaindaxim 1,000 310 400
Liter cc.
Krai-Fo-Sed 4 Liters 490 560 Carbendaxim 500 cc. 120 180
Karawan 4 Liters 540 590 Carbendaxim 1,000 cc. 220 320
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Wan-up 4 Liters 500 550 Jetter 30 60

Ecomax 4 Liters 420 450 Calmax14-0-0 150 180
Agricultural Cost Selling Agricultural Cost Selling
Chemical price Chemical Price
Round-Up 4 Liters 580 600 Besmor 100 cc. 29 35
Erasone 4 Liters 550 580 Besmor 500 cc. 115 130
Gram-mox-zone 4 600 640 Besmor 1,000 cc. 215 240
Liters
Lannate 500 cc. 260 270 Sedtee Hormone 185 25
Keysite 500 cc. 145 165 Dok-Dee 1 Liter 100 120
Keysite 1,000 cc. 250 290 Dok-Dee 4 Liters 420 450
Offtrin10 1,000 cc. 145 240 Dok-Uan-Cho-Yaw 100 120
Midfield505 500 cc. 185 280 ATP 120 150
Midfield505 1,000 cc. 350 450
Bigmax 500 cc. 200 240
Cooling Oil 500 cc. 90 120
Cooling Oil 1,000 cc. 165 210
Panterra 500 cc. 260 320
Panterra 1,000 cc. 70 90
Krajao 500 cc. 150 170
Krajao 1,000 cc. 270 320
Florine 500 cc. 95 120
Florine 1,000 cc. 165 200
Pro Calcium Boron 160 200
1,000 cc.
Duanteesud 500 cc. 185 210
Duanteesud 1,000 cc. 345 400
Profix 45 60
Kheawyai 110 180
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Place
First step Jarernkit kankased will set the store at Banhong near customer target
by this area will be in the community, set in the main street and agriculture area.
Store will have all of products which can reach to every customer’s segmentation,
quickly distribution and store has parking lot to service our customer.
Promotion
To represents all of the communications that a Jarernkit kankased may use in

the marketplace. Jarernkit kankased promotion has many distinct elements -
advertising, word of mouth, leaflets and being Sponsorship. Promotion of sale can
create the market to be acceptable because new entrepreneur in the market will be
penetrating the market as effectively and hold market share above competitor.
• Leaflets will be send the information and knowledge about Jarernkit

kankased store. It will send to target customer to awareness about our
product and our location. Leaflets can expand product or word of mount
for recognize in our store, benefit of product and product unique which
planning into design leaflets will be change style and text in every 6
months to communicate with target customer.
• Advertising can be used for communication which used to influence

customer to purchase products or services in our store. Advertising can
be displayed on spot radio which radio has the obvious limitation of
being restricted to sound; proponents of radio advertising often cite this
as an advantage and we will use Billboard advertising which will be set
around our store.
• Sponsorship can use it to support some event of Banhong city such as

sport day of district, temple festival or every event of city. Our store
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wants the brand and Logo to be popular in the area, Sponsorship is

useful for customer to know our store.
• Word of mouth is the great way which can use without money to
communicate with this community. Word of mouth term referred
specifically to oral communication includes any type of human
communication, such as face to face, telephone.
• Spot radio. From observing, the agriculturists often listen to the radio
while they’re working in their field. We choose this media because it can
reach to our target market and cost cheaper than TV advertising. We
choose to advertise our store at 97.5 fm channel which is local radio
cover Amphur Banhong, Amphur Li, and Amphur Tunghuachang. They
will announce our store in every break and it cost 3,000 baht per month.
• Other is the premium things such as calendar or Jarernkit kankased shirt

that will give for customer who by more and regular.
Cost of marketing
Description Per Month Per Year
Sport Radio 3,000 36,000
Leaflet 3,000 36,000
Billboard Advertising 5,000 60,000
Sponsorship 3,500 42,000
Other 5,000 60,000
Total 19,500 234,000

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Sale Forecast
Chemical and fertilizers products

The table shown the profit per each month from selling chemical and fertilizer from
Tanthong Panit, our competitor.
Month Profit
January 39,470
February 22,520
March 18,248
April 13,658
May 15,420
June 19,792
July 23,473
August 25,925
September 36,477
October 41,590
November 45,000
December 50,120
From the table above, we analyze that the profit of each month is different
because seasoning. In each season the agricultural activities is different. For example;
July-October, there is rain, and November – January is cold season. Thus, the sale and
profit increase following the agricultural activity because in cold and rain season,
there are diseases in crop and it suit for using the fertilizer. For the hot season
between Februarys – June, the sale and profit decrease because in hot season they’re
not usually spay chemical products and use fertilizer because it can burn their plant
and fertilizing have to use a lot of water and there is a few disease in hot season too.
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This table shows the number of agricultural areas in Amphur Banhong, Amphur Li,
and Amphur Tunghuashang.
Agricultural Area in each Amphur
Number Amphur Agricultural Area (Rai)
1 Banhong 67,544
2 Li 174,153
3 Tunghaushang 90,789
The agriculturist in this area do the planting 55.37% of total population such
as Longan, corn, onion, rice, and other vegetable. We ask 20 agriculturists and we
found that 16 of them use 50 kilograms(1 bag) of fertilizer per 1 Rai and 4 people use
40 kilograms per 1 Rai. Thus, we estimate that the agriculturist use 1 bag of fertilizer
in 1 Rai.
From table above, there are 332,486 Rai in our target area, so we assume that
there will be 332,486 bags of fertilizer can sell per month between rain and cold
season. However, we’re new in this market and there are competitors in our area, so
we will divide the sales following market share.
The agricultural store Market share (%)
Puifai Panit 30
Ton Kankased 25
Tanthong Panit 25
Jarernkit Kankased 20
Animal food
In 2008
Amphur Number of animal for The value of selling
selling animal (Baht)
Banhong 46,586 31,676,050
Tunghaushang 9,730 56,839,140
Li 52,595 39,495,370
Source: Domestic animal office
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The table above show that there are a lot of animal has been raised in our
target area. In out target area, they mostly raise pig, chicken, and fish. Thus, we divide
number of animal into 4 categories and multiply with our market share. However,
each type of animal has different demand in each season. For example; the
agriculturist raise and feed fish more in hot and rain season, raising fish takes only 3
months and then they sell them. They’re not usually raise fish in cold season because
there is low of oxygen in water and fish hardly to grow up. For pig, the pig always eat
a lot especially in teen age because the agriculturist try to feed their pig to have meat
more than fat, so they will use the quality instant food.
Agricultural Equipment
This table shows the number of agriculturist in our target area:
Amphur Number of agriculturist
Banhong 42,712
Li 60,501
Tinghaushang 19,312
Source: Lamphun province website

From observing, we found that 1 agriculturist use agricultural equipment at
least 1 item. The frequency of buying new agricultural equipment depends on the time
value of each item. We divide the time value of item into 2 categories; Spay machine
and metal equipment have 4 years of time value, and Plastic item such as pipe and
planting bag has 1 year of time value.
Growth Rate
Year Growth Rate
1 50%
2 60%
3 70%
4 85%
5 100%
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Sale forecast 2010

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Cost of Goods Sold 2010

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Sale Forecast 2011

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Sale Forecast 2012

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Sale Forecast 2013

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Sale Forecast 2014

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Conclusion
According to climate change and low products, the agricultural chemical and
agricultural equipments can help to improve performance of agricultural product and
agriculturists to gather the more benefit from selling their product and make job on
field easy for them. Environment analysis is necessary before we open the business.
The environment is not effect for opening the business that much, the government
also support people to plant and raise animal which a good opportunity for us to sell
our goods. However there are some competitor that we have to fight so we choose the
business strategy in business level to use because the competitor sell similar product
with us. We also have a marketing plan as a tool to attract customer such as
advertising. We expect that our business will grow well as customer’s tree and sale
volume will increase every year.
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Chapter 4
Technical Feasibility Study
Production and Operations Analysis
Product Characteristics
Specification, Feathers, Dimension, Life Time
The products that we sell can be divided into 4 segments;

1. Agricultural Chemical
Krai-Fo-Sed 1-4 Liters
Name is Glycine derivative. There is herbicide absorption to remove

weed species after germination in orchard, ridge, rubber, palm oil, as
source of wasteful water blank. For eliminate narrow leaves weed
grasses such as Yaka, Yakon,Ya teen nok and Ya pak kway. Eliminate
wide leaves weed such as Water hyacinth, nut grass and giant
sensitive plant. Rates and how to use: for Yaca 500-700 cc. for 60-80
liters of water per rai, for the other weed 250-500 cc. per Rai.
Karawan 1-4 Liters
It will be absorbed into the leaves and will be transported to all

common roots. Good performance and suitable size. Thai people
have known that. "Kill extermination". The important chemicals are
Glyphosateis found that effective to killing any type of grass. It can
use in wide and narrow leave grass.
Wan-up 1-4 Liters
It will be absorbed into the leaves and will be transported to all common
roots. Good performance and suitable size. Thai people have known that.
"Kill extermination". The important chemicals are Glyphosateis found
that effective to killing any type of grass. It can use in wide and narrow
leave grass.
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Ecomax 1-4 Liters
It will be absorbed into the leaves and will be transported to all common
roots. Good performance and suitable size. Thai people have known that.
"Kill extermination". The important chemicals are Glyphosateis found that
effective to killing any type of grass. It can use in wide and narrow leave
grass.
Round-Up 1-4 Liters
It will be absorbed into the leaves and will be transported to all

common roots. Good performance and suitable size. Thai people have
known that. "Kill extermination". The important chemicals are
Glyphosateis found that effective to killing any type of grass. It can
use in wide and narrow leave grass.
Gram-mox-zone 1-4Liter
An herbicide use with no specific types of plants (Combustion

type). Applicable to eliminate all types of weed, specifically
eliminate on green part the weed. Used with horticultural crops
such as farm cassava, sugarcane, corn, fruit gardens, rubber,
banana, and the ridge.
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Lannate 500 cc.
Name is Methomyl. There is insecticide chemical poisoning in

serious category with high performance, inexpensive and easy
to buy. Farmer widely used in pest several types of insects.
Science characteristic is a white crystalline solid, dilute sulfur
odor, decomposition in good condition with a high temperature
or in an alkaline environment. Spray every 7 days. Prevent
almost every pest.
Keysite 500 cc.- 1000 cc.
Name is Chlorpyrifos and Cypermethrin, use to eliminate worms

and insect suck as Cicada exhausted and shell exhausted. The rate
use is 30-60 cc. per 20 liters of water when found insect in 7 days.
Offtrin10 1,000 cc.
Pesticides are in Pyrethroides group. Pyrethroids are chemicals that

kill insects. They can be an important tool in helping to prevent the
spread of West Nile virus. When used properly, pyrethroids have
been found to pose very little risk to human health and the
environment. If you want to reduce your exposure to pyrethroid
spray, stay indoors during spraying and for about 30 minutes
afterwards.
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Midfield505 500 cc. – 1000 cc.
Name is Chlorpyrifos and Cypermethrin, use to eliminate

worms and insect suck as Cicada exhausted and shell
exhausted. The rate use is 30-60 cc. per 20 liters of water
when found insect in 7 days. However this brand is stronger
than Keyside.
MaxBig 500 cc.
Pesticides are in Pyrethroides group. Pyrethroids are chemicals that kill

insects. They can be an important tool in helping to prevent the spread of West Nile
virus. When used properly, pyrethroids have been found to pose very little risk to
human health and the environment. If you want to reduce your exposure to pyrethroid
spray, stay indoors during spraying and for about 30 minutes afterwards.
Cooling Oil 500 cc.- 1000 cc.
Help to eliminate pests such as exhausted shell. Frequently used with

Cypermethrin and Methomyl
Panterra 500 cc. – 1000 cc.
Name is special spreader & binder, % activates: 62%,

qualification : Help optimize the distribution and spread
adhesive with application of crop protection chemicals to
eliminate pests better. Used to accelerate to faster fruit
maturation as well as stimulate budding of plants. Utilization
rate: 20 liters of water/5 cc.
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Krajao 500 cc. – 1000 cc.
This insecticide is special for killing bugs.
Florine 500 cc.- 1000 cc

.
Wide leaf herbicide use to eliminate wide leaf weed such as Pak
Pap.
Pro Calcium Boron 1,000 cc.
Help to promote pollination and reduce the effects of falling

off because calcium plays in cell division and build strength of the
cell wall. The boron makes male pollen, female pollen and ovarian
completely healthy.
Duanteesud 500 cc. – 1000 cc.

Help to accumulate food in plant.
Profix
Help to stop fruit falling off such as longan.
Kheawyai
Help to expand and maintain the tree.
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Pewtong
Hormone helps longan shell to be goal - yellow.
Prosimedon
Treatments of root rot in garlic and onion.
Eralaxyl 250g. – 1000 cc.
Prevent substance pesticides (absorption) with long time activate

and also use together with other substance.
Captan50
Prevent substance pesticides (absorption) with long time activate and also use
together with other substance.
Captaindaxim 500 cc. – 1000 cc.
Carbendazim is a fungicide of major concern due to its suspected

hormone disrupting effects. It has been highlighted by Friends of
the Earth as one of their ‘filthy four’ pesticides as it could be
harmful to human health and the environment.
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Carbendaxim 500 cc. – 1000 cc.
Carbendazim is a fungicide of major concern due to its suspected

hormone disrupting effects. It has been highlighted by Friends of the
Earth as one of their ‘filthy four’ pesticides as it could be harmful to
human health and the environment.
Jetter
Coating leaves application use to make leaves shiny. Most

farmers use mixed with insecticides and hormones in order to be
long drug resistant.
Calmax14-0-0
Coating leaves application use to make leaves shiny. Most

farmers use mixed with insecticides and hormones in order
to be long drug resistant. Help to prevent disease in onion.
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Besmor 100 cc. – 500 cc. – 1000 cc.
Coating leaves application use to make leaves shiny. Most farmers

use mixed with insecticides and hormones in order to be long drug
resistant.
Sedtee Hormone
Help longan to maintenance and collecting food and prepare to be profitable.
Dok-Dee 1 – 4 Liter
Help longan to maintenance and collecting food and

prepare to be profitable.
Dok-Uan-Cho-Yaw
Enrich longan cluster to be long and fat.

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ATP
Use to mix with other substance.
2. Fertilizers
46-0-0
Nitrogen fertilizer (urea fertilizer) use to mix with other

fertilizer to have other formulas fertilizer mixed. Use to scatter
over the paddy, crops, horticulture and turf. Use with the eating
leaves vegetables to make green leaves and plump. Use only
half the amount of 21-0-0 formula, there are equal nitrogen.
16-20-0
16-20-0 fertilizer formulas suitable for paddy. Called mixed

fertilizer. 100 kg of fertilizer would have 16 kg. of nitrogen, 20
kg. of phosphorus and 0 kg. of potassium. This was utilized for
Central paddy. The majority of the clay. Potassium is a very
sufficient amount of demand for rice. In contrast to the paddy
land in the Northeast with sandy clay. Often lack of potassium.
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15-15-15
Used as main fertilizer or after harvested. For maintenance the
trunk of a tree for the perfect truck, increase bearing fruit.

Suitable for all types of plants. Utilization rate depends on the
age and growth of plants. The need to consider the needs of
plants, primarily rate 1-2 kg / plant, 25-50 kg / rai, or advice of
academics.
13-13-21
Chemical fertilizer13-13-21 formula is mineral food all 3 elements.

There are nitrogen (N), phosphorus (P) and Potassium (K). Ideal to use
with all types of plants such as Sugarcane, rice, cassava and corn. This is
fertilizer that helps in maintaining flower, stalk leaves and roots to grow
fully. Use fertilizer 13-13-21 formula will apply to most fruit or
vegetable to eat mainly seed and sheath because of all the elements in the
3 elements help accelerate the growth of plant roots, trunk, leaves and
the installation of the grain very well. Also has good weight and maintain
the taste value of crops that very well.
15-15-15 Yara
Used as main fertilizer or after harvested. For maintenance the trunk of a
tree for the perfect truck, increase bearing fruit. Suitable for all types of
plants. Utilization rate depends on the age and growth of plants. The
need to consider the needs of plants, primarily rate 1-2 kg / plant, 25-50
kg / rai, or advice of academics
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25-7-7
Chemical fertilizer25-7-7 formula is mineral food all 3 elements. There are
nitrogen (N), phosphorus (P) and Potassium (K). Ideal to use with all
types of plants such as Sugarcane, rice, cassava and corn. This is
fertilizer that helps in maintaining flower, stalk leaves and roots to grow
fully. 25-7-7 formula will apply to most fruit or vegetable to eat mainly
seed and sheath because of all the elements in the 3 elements help
accelerate the growth of plant roots, trunk, leaves and the installation of
the grain very well. Also has good weight and maintain the taste value
of crops that very well.
15-0-0
15-0-0 formula chemical fertilizer has only nitrogen. To the use of

chemical fertilizer is effective this formula should be mixed with
phosphorus and Potassium in adequacy ratio of each plant.
0-0-60
Potassium Chloride fertilizer use to mix with other to have other

formulas fertilizer mixed to improve the quality of fruit such as
grapes, oranges, rambutan, mangosteen and enter after installation of
approximately 20-30 days.
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8-24-24
8-24-24 formula chemical fertilizer is a recipe for fruit trees are

infected because of high phosphorus and potassium but low
nitrogen. 8-24-24 formula indicates that has nitrogen 8 kg.,
phosphorus and potassium 24 kg. Phosphorous fertilizer such high
rates will help accelerate the growth of roots. And encourage tree
growth faster. The potassium will act to help move the process flour
and sugar from the photosynthesis and sent to collect in the better
results. Farmers are popular often called sweet fertilizer.
Boon pad bum rung ton
Suitable for all types of plants. Term growth and split of branches and trunk
create a healthy and balance full strength to strengthen the root system. Resist disease
and insects fall. Scattering from the base between rows (Amount depends on the age
and type of plant). 1. Vegetable and crops used as fertilizer, ground rates 25-30 kg /
rai, or vice planting hole bottom, for fruit rate 0.5-1 kg / rai. 2. Term growth is protest
move to production. Rate 1-5 kg / plant or rate 30-50 kg / rai.
Boon pad bum rung pon
Suitable for all types. Term growth and split of branches and trunk create a
healthy and balance full strength to strengthen the root system. Resist disease and
insects fall. Reduce the fall of the flower, stem sticky, heavy fuel accumulation in the
food taste, good quality products and added weight of palm oil scattering from the
base between rows (Amount depends on the age and type of plant). The rate of 1-3 kg
/ plant or follow instructions.
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Bua Tip fertilizer
Manure Bua Tip brand made from rice paddy to

resist diseases - insects and Cherry shells with
reducing costs but increasing productivity. Make a
higher income. Lower prices than other brand.
San num chok
Potassium Chloride (KCl3), Gardener use this substances to applicable their
fruit to bear in other season.
Potassium Chloride
Potassium Chloride (KCl3), Gardener use this substances to
applicable their fruit to bear in other season.
3. Argiculture equipment
Spraying cask and holder

For the pesticide spray and fertilizer spray in the agricultural farm,
house garden, nursery plant cultivation, lab experiments and etc. The
machine consists of high-pressure pump quality saves and not waste
power. Water spray regularly distributed universally. It’s comfortable,
easy to use, compact look and beautiful.
4 and 5 Hole Nozzle

Head of pesticide spray cask and fertilizer spray cask
4 and 6 Hun PVC pipe a tube used to convey water
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4, 6 Hun and 1, 2 inch ion PVC pipe

a tube used to connect pipe
4, 6 Hun and 1, 2 inch Curve PVC pipe

a tube used to connect pipe
4, 6 Hun and 1, 2 inch 3 way connection PVC pipe

a tube used to separate device to send water in many ways.
Small and big size glue

used to adhesive pipe
Hoe
a long-handled gardening tool with a thin metal blade, used mainly
for weeding, dig up, cut, scrape, turn, arrange, or clean and clear
from weeds.
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Plant bag
Use to nursery for young trees, prevent weed and easy to move the
plants.
4. Animal Food
Feed for Catfish:
This is catfish feed produced from high quality, selected, and carefully inspected,
raw materials manufactured using modern technology machinery and thus a feed of
quality and high nutritional value is obtained with a complete nutrient balance making
the fish grow quickly with the beautiful skin color desired by the market. It is suitable
for feeding catfish. The product is categorized into 3 types based on the fish size and
weight: small-sized, medium-sized, and big-sized catfish.
Feed for herbivorous fish:

This is suitable for feeding herbivorous fish of all species and is categorized into 2
types based on size and weight: small-sized and big-sized plant-eating fish.
Feed for broiler chickens
Betagro feed for broiler chickens is a special-ingredient feed produced from high
quality meat and fish meal to enhance the quality and speed of broilers’ feed
conversion rate and help control the weight of laying chickens to achieve the standard
weight for their species. The feeds, therefore, are categorized into three types
according to the species and the broilers’ feeding environment in Thailand.
Feed for pigs

Selection of pig feed to achieve the highest efficiency both
in production cost and pig efficiency must ensure use of a feed
suitable for pigs in each period of their life. This selection will
affect the food conversion rate (FCR) and average daily gain
(ADG) and feed cost per gain (FCG). Betagro focus on feed
production with nutrient levels suitable for pigs in each period
of their life to encourage pigs to achieve their best.
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Production/Services Process
Our business, we order goods from the vender and sell them. Before ordering
goods, we’ll check which product is out of stock and which product need to order
more before it run out of stock. Then, we’ll order the product to the vender by phone
and the vender will ship goods to our store within 1-2 days arrives. \
Location
Our location is located on Banhong district, Lamphun province because
Lamphun is a source of vegetable which survive people in the north part of Thailand.
In addition, Banhong district is the area where grow a lot of vegetable and fruit which
popular in Lamphun such as Longan, shallot,and garlic.
For the store, it will be settled by Lamphun-Chiangmai road in Banhong
district. People who live around there mostly are the agriculturists who have their own
garden. There are parking lots available for customer because some of them need
place for parking to load fertilizers.
Store Location
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Facility Layout
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Machine/Tools/ Equipments
1. Scissor
Price: 30 baht/ Pieces

Order: 3 Pieces (90 Baht)
2. Ruler

Order: 3 Pieces (15 Baht)
3. Rubber

Order: 5 Pieces (25 baht)
4. Pen

5. Pencil

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6. Sharpener

7. Cutter

8. Clock

9. Telephone

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10. File

Order: 5 Pieces (355)
11. File carbinet

12. Table
Price: 1,500 baht/ Pieces

Order: 2 Pieces (3,000 baht)
13. Office chairs

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14. Visitor’s chairs

15. Table Fan

Order: 2 Pieces (1,100 baht
16. Wall Fan
Price: 2,250 baht/ Pieces

Order: 3 Pieces (6,750 baht)
17. Calculator

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18. Plug

19. Cut paper tape

Order: 3 Pieces (450 bah
20. Tape

Order: 6 Pieces (156 baht
21. Gules

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22. Stapler

23. Liquid Paper

24. Computer

Order: 1 Piece (15,000baht)
25. Fax

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26. Numerator

27. Cash register

28. Shelf 1

29. Shelf 2

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30. Micro Rack

31. Pallet

32. Price Sticker

33. Stapler


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Logistics management
The main functions of a qualified logistician include inventory management,

purchasing, transportation, warehousing, consultation and the organizing and planning
of these activities. For Jaruankit Kankased has main supplier where is in Aumper Pa
sang.
As in the picture
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From the wholesaler at Aumper Pa sang. Jaruankit kankased will order the
goods by phone from this wholesaler after that wholesaler will send the goods to store
within 1-2 days. Jaruankit kankased has the duty to store the goods and sell the goods
for customer. We has the plan to reduce costs of distribution by call directly to
customers who are in around area. We will check the demand goods of customer and
sent the goods to customer with the big quantity.
About (Logistic Activities)
Warehouse part, the types of the Jaruankit kankased goods which sell in the
market is the Finish goods inventory. Group of goods can sell immediately so the
store should has the readiness to serve customer. The goods ‘quantity will depend on
the demand of customer which can change follow the time. Whenever Jaruankit
kankased has the goods in the store, it will be good to service customer in time. for the
stock goods Jaruankit kankased will emphasis the goods that can sell quickly. The
store will not stock the goods that slow moving or dead stock which means the goods
that can sell more than 6 months. This thing can help the business to reduce cost of
goods and store will have more place the store others goods.
Jaruankit kankased will do ABC analysis to mange the goods in the store by
set Group A is the goods that can sell quickly, Jaruankit kankased will order this
group more from vendor to stock in store. For group B, this group is the group of
goods that has popularity less than group A. The store will order the goods less than
group A. The last group is group C, this group is the goods that cannot sell well and
the goods are not popular in the market. These goods should be eliminated from
warehouse or get the helping from marketing segment to sell it all.
For the expanding business, Jaruankit kankased has the plan to be main
distributor to other area especially Aumper lee by Jaruankit kankased will take the
goods from Jaruankit kankased supplier to sell and Jaruankit kankased will build the
distribution center at this Aumper. To avoid the high cost of business, Jaruankit
kankased will stock the goods follow ABC analysis too
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Transportation part , The cost of business will low or high will depend on the cost
of transportation which come these factors such as
- Weight of goods
- The expense between transport such fuel costs
- Distance
From the mention, Jaruankit kankased will reduce costs by using strategy of choosing
the safety energy such as using CNG, NGV energy for car. Moreover, Jaruankit
kankased will set the standard of company follow 5Rs Delivery which includes
1. Right Place
2. Right Time
3. Right Quantity
4. Right Quality
5. Right Cost
Supplier management part, supplier is main factor of Jaruankit kankased
business; the strategy to win competitor is getting the good service from supplier such
as getting low price from supplier. Some strategy of Jaruankit kankased is creation
relation; it means that the relation is the heart of successful. Jaruankit kankased
creates relation by changing information and make the plan to release goods together.
This thing can help the business to reduce cost for all supply chain
Customer Service part, When doing the business Jaruankit kankased must give
satisfies to customer by service customer well. To create satisfy Jaruankit kankased
will sent the goods that customer order on time and the goods still have complete and
good quality.
Return goods , when the goods has the problem after customer buy, Jaruankit
kankased will allow some goods of customer to return the goods and we will sent it
back to vendor.
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Location Planning, Jaruankit kankased has set the store in the right place
where is near the main road. It very great place to be the center of customer and it will
easy to distribute the goods to other Aumpher. About the distance Jaruankit kankased
store is in the central between Aumper pasang and Aumper lee,this is the good
strategic to transport between 2 Aumper
Facility Management
In facility management, we consider with telephone, clock, table fan, wall fan,
computer, fax machine, checking fake paper money machine, and price sticker.
Telephone: we use telephone to communicate, and order goods with vendor
and customers.
Clock: we also consider clock as important thing because we consider about
the time of shipping to customer, we want to make it on time.
Table fan: According to Lamphun is very hot and dry in summer, we’ll use
table fan to cool the customer and employees to make them feel good because if they
get a bad mood, it won’t turn any good outcome to us.
Wall fan: we’ll use wall fan to create store atmosphere to have not cool, so the
customer can feel good when they walk in to our store.
Computer: we will use the computer to do the document work including
accounting paper.
Fax machine: we will use fax machine to communicate and order goods with
customers and vendor.
Checking fake paper money machine: Because our products are high price, we
have to get big amount of money everyday, so we consider about the fake paper
money. That’s why we need this machine.
Price sticker: According to consumer protection law, we need to stick price to
every products so, we need the price sticker.
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Cost of Investment
Pre Operating cost Bath

Permission to build the building fee 20
Permission to sell the chemical fertilizers 1,030
- Operation Fee1,000 Baht
-Revenue stamp fee 30 Baht
Permission to sell the feed from amphur cattle 400

Registers the commerce fee 50
Permission to set up the electricity fee 7,300
(Reference; provincial electricity authority)
Permission set up the water supply fee 2,200

(Reference: an organization administrates Tumbol part
website)
Total 11,000
Investment Cost
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Equipment
Item No. Price/Unit Total
Rubber 5.00 5.00 25.00
Pen 20.00 5.00 100.00
Pencil 20.00 3.00 60.00
Cutter 6.00 23.00 138.00
Land line 2.00 250.00 500.00
File 20.00 71.00 1,420.00
Cut Paper
Tape 3.00 150.00 450.00
Tape Case 3.00 50.00 150.00
Tape 6.00 26.00 156.00
Plastic bag 50.00 35.00 1,750.00
Notebook 20.00 15.00 300.00
Whitebroad
pen 13.00 25.00 325.00
Total 5,374.00
Tools
Item No. Price/Unit Total
Scissors 3.00 95.00 285.00
Ruler 5.00 5.00 25.00
Clock 2.00 199.00 398.00
File Cabinet 2.00 4,400.00 8,800.00
Table 2.00 6,470.00 12,940.00
Office Chairs 4.00 1,070.00 4,280.00
Visitor’s
chairs 1.00 1,790.00 1,790.00
Electrical fan 2.00 750.00 1,500.00
Table fan 3.00 1,500.00 4,500.00
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Calculator 4.00 369.00 1,476.00

Plug 10.00 79.00 790.00
Computer 1.00 15,000.00 15,000.00
Numerator 1.00 1,390.00 1,390.00
Fax 1.00 3,999.00 3,999.00
Cash register 1.00 8,500.00 8,500.00
White broad 1.00 350.00 350.00
Price labeller 1.00 200.00 200.00
Display 2.00 1,000.00 2,000.00
Shelf 3.00 1,000.00 3,000.00
Signage broad 1.00 2,000.00 2,000.00
Pallet 3.00 200.00 600.00
Telephone 1.00 300.00 300.00
Back support 5.00 200.00 1,000.00
Bill pad 5.00 20.00 100.00
Bin 1.00 100.00 100.00
Balance 1.00 500.00 500.00
Total 75,823.00
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Depreciation
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Conclusion
There are many 4 kinds of products that we sell can separate as; agricultural
chemical, agricultural equipment, animal feed, and fertilizers. About the location we
choose to set our store close to the main road because it’s easy for customer to find
our store and easy to load products. About Logistic management, we will call the
retailer which product they want to order and collect from many store that we can to
send it by one time to safe the fuel. If some product it broken, we will send them back
to the vendor.
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Part 5
Financial Analysis
Profit/ Loss Statement
Income Statement 2010

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Cash Flow
Cash Flow2010
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Cash Flow2011
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Cash Flow2012
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Cash Flow2013
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Cash Flow2014
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Balance Sheet 2010

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Balance Sheet 2011

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Balance Sheet 2012

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Balance Sheet 2013

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Balance Sheet 2014

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Payback Period
Payback Period 2010
Payback Period 2011
Payback Period 2012

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Payback Period 2013
Payback Period 2014
Net Present Value (NPV) and Internal Rate of Return IRR

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Conclusion
There are many 6 kinds of financial that we calculates as; Income Statement,
Cash Flow, Balance Sheet, Payback Period, Net Present Value, and Internal Rate of
Return. About the Income Statement comes from sale of the product and the expense.
In the Cash Flow comes from cash of operating activities, investing activities, and
financing activities. In the Balance Sheet calculate about the total asset, to equity, and
total liabilities. Payback notify about the when owner will get a profit of investment
the business. Net Present Value show of the value of business should to invest the
business, and the last Internal Rate of Return show about the a rate of return used in
capital budgeting to measure and compare the profitability of investments.
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Chapter 6
Risk Management
We should consider by the scenario as following:

Sale Decrease 5%
Payback Period 2010
Payback Period 2011

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Payback Period 2012
Payback Period 2013

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Payback Period 2014

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Sale Decrease 10%
Payback Period 2010
Payback Period 2011

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Payback Period 2012
Payback Period 2013

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Payback Period 2014

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Sale Decrease 15%
Payback Period 2010
Payback Period 2011

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Payback Period 2012
Payback Period 2013

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Payback Period 2014

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Interest increase 5%

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Payback Period 2010
Payback Period 2011

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Payback Period 2012
Payback Period 2013

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Payback Period 2014

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Cost/Expense increase 10%

Payback Period 2010
Payback Period 2011

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Payback Period 2012
Payback Period 2013

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Payback Period 2014

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Cost/Expense increase 15%
Payback Period 2010
Payback Period 2011

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Payback Period 2012
Payback Period 2013

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Payback Period 2014

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Conclusion
There are many 4 kinds of financial that we calculates and analysis as;
Payback Period, Net Present Value, Internal Rate of Return, and Depreciation of loan.
Payback notify about the when owner will get a profit of investment the business. Net
Present Value show of the value of business should to invest the business. In the
Internal Rate of Return show about the rate of return used in capital budgeting to
measure and compare the profitability of investments., and the last kind we use
Depreciation to calculate and analysis if the interest increase the owner will be an the
effect o business more than the old interest.
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Chapter 7
Summary
The main occupation of Thai people is agricultural. Agriculture is the factor

which effect to the economy in Thailand because we export a lot of agriculture goods
to worldwide. Agriculture is also the main factor which feed people for whole
country. Agriculture can be food and be raw material in the many industrial processes
and influence other business which involve with agriculture. Exporting agriculture
gain a lot of money to agriculturist and increase GDP in our country. From the
research, there are agriculturists every region, especially in the north. Lamphun is the
province which has a lot of agriculturist.
Mostly, the Lamphun has the area owns for the agriculture, total up 641,889
Rai about 22.79 percentages of the all area of a province. Agriculturists have amount
22,4971people, 55.37 percentages in the all people. However we decide to located our
store in Amphur Banhong to sell go in that area and nearby Amphur.
Environment Feasibility Analysis Summary
Agriculture is the factor which effect to the economy in Thailand because we

export a lot of agriculture goods to worldwide. Agriculture is also the main factor
which feed people for whole country. Agriculture can be food and be raw material in
the many industrial processes and influence other business which involve with
agriculture. Exporting agriculture gain a lot of money to agriculturist and increase
GDP in our country. There are many export the agricultural product, most of Thai
people are agriculturist. From the mention, we can get to good occasions to study the
feasibility to invest the business by following the objective that we set. The thing that
we get from the report is completing from the object and gets the benefit that we want.
Marketing Feasibility Analysis Summary

According to climate change and low products, the agricultural chemical and
agricultural equipments can help to improve performance of agricultural product and
agriculturists to gather the more benefit from selling their product and make job on
field easy for them. Environment analysis is necessary before we open the business.
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The environment is not effect for opening the business that much, the government
also support people to plant and raise animal which a good opportunity for us to sell
our goods. However there are some competitors that we have to fight so we choose
the business strategy in business level to use because the competitor sell similar
product with us. We also have a marketing plan as a tool to attract customer such as
advertising. We expect that our business will grow well as customer’s tree and sale
volume will increase every year.
Production and Operation Feasibility Analysis Summary

There are many 4 kinds of products that we sell can separate as; agricultural
chemical, agricultural equipment, animal feed, and fertilizers. About the location we
choose to set our store close to the main road because it’s easy for customer to find
our store and easy to load products. About Logistic management, we will call the
retailer which product they want to order and collect from many stores that we can to
send it by one time to safe the fuel. If some product it broken, we will send them back
to the vendor. The important industries that consider quality of produce, standard of
product and suitable of price for consumer good respond and make consumer to buy
our product again. Our industry have development product continuously for various
consumer demand.
Financial Feasibility Analysis Summary

We all use the budget to invest a total of 3600000 Bath. We all were borrowing from
the investor at 100 percent thought interest loans which 13.5 percent in period 5 years.
In each month we will pay 82835 Bath. The accumulate interest totally 1370126 Bath.
Time to pay back is in 2 months with the net present value at 6952328 baht, and a rate
of return on investment is 57 percent. This is shows that, it’s likely to be in business,
and returns to investors in a satisfactory level.
Business Risk Feasibility Analysis Summary

We have the plan for support the internal and external risk. The internal risk is that the
change of sale in each period. We assume that the sale decrease 5%, 10%, and 15%.
For the external risk is about the unexpected phenomenon such as flood, storm, or
fire. We plan to buy the insurance to protect our store in every year to reduce the risk.
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References:
www.lamphun.go.th
http://portal.nso.go.th/otherWS-world-context-root/index.jsp
http://th.wikipedia.org/wiki/%E0%B8%88%E0%B8%B1%E0%B8%87%E0%B8%AB%E0%B
8%A7%E0%B8%B1%E0%B8%94%E0%B8%A5%E0%B8%B3%E0%B8%9E%E0%B8%B9%E0%
B8%99

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Be concentrate in providing service and help to

However, Jarenkit Kankased to make the Project Feasibility Study and

Part 2: Industry Profile

Part 3: Marketing Feasibility Study

1. Barry to Entry: Low 11

Payback Period 2011 104

Operation Methods Nov-09 Dec-09 Jan-10 Feb-10

Organic fertilizers include naturally-occurring organic materials, such as

Inorganic fertilizers (synthetic fertilizer)

Inorganic fertilizer is often synthesized using the Haber-Bosch process, which

Chemical fertilizer around beyond, there are nitrogen, potassium and

Mixed fertilizer is the fertilizer that containing element in 2 or 3 elements,

1. Fertilizer on correct formulated.

Agrochemical (or agrichemical), a contraction of agricultural chemical, is a

Feed for broiler chickens

Feed for Native chickens

Feed for pigs

Feed for Catfish:

Feed for herbivorous fish:

Market Feasibility Study

General Environment Analysis

External Environment Analysis

Internal Environment Analysis

Five’s Force Model

Competitive Structure analysis of business, Competitive Environment or

1. Rivalry or Potential Entrants

1.1 Barry to Entry: Low

1.2 The Bargaining Power of Buyer: High

1.3 The Bargaining Power of Suppliers: Low

1.4 Threat of Substitute Products: Average

1.5 Rivalry among Existing Firms: Low

We have knowledge and experience in this business.

We provide help and information to customers to solve their planting problems.

We have good relationship with our vendor to gain competitive advantage.

We are new store. We need to attract new customers.

In the beginning, we have to use a lot of money to start the business.

Social trend prefer to eat clean vegetable without chemical using.

There are competitors in Banhong district area.

Increasing of fuel price it effect to higher cost of products.

Competitive analysis (3C Analysis)

The aim of marketing is to understand consumer needs, desires and

From observation, most of the customer is agriculturist who has income at

The customer group:

1. Agriculturist: the agriculturist who involve in planting and gardening

1. Efficiency: we emphasize on worker, because of the efficiency of worker

2. Quality: we sell the average to high quality of product follow up to their

4. Size: Our store is bigger than competitor.

5. Knowledge and skill: administrator of our store graduate from Business

Third group is Animal food. Concentrate food is an ingredient in concentrated

Planting Consultant and go on

Puifai Panit High

Variety Low High

* Object period first year

- Specific market around Banhong area

* Object period 2-5 year

Marketing Mix (4Ps)

Animal Food Agricultural Fertilizers Agricultural

bend 6 Chinese unit of Boawtip fertilizer Round-Up 4 Liters

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