การศึกษาความเป็นไปได้ในการทำธุรกิจรับจัดอีเวนต์ สำหรับเขตพื้นที่ภาคเหนือตอนล่าง 2
The independent study “A Feasibility Study on the Investment in Event Organizer Business in Lower Northern Provincial Cluster 2” aims to study the feasibility of building an event organizer business in the lower northern provincial cluster 2 by studying the 5 feasibilities: environment, market...
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Format: | Independent Study |
Language: | other |
Published: |
เชียงใหม่ : บัณฑิตวิทยาลัย มหาวิทยาลัยเชียงใหม่
2020
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Online Access: | http://cmuir.cmu.ac.th/jspui/handle/6653943832/69451 |
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Institution: | Chiang Mai University |
Language: | other |
Summary: | The independent study “A Feasibility Study on the Investment in Event Organizer Business
in Lower Northern Provincial Cluster 2” aims to study the feasibility of building an event organizer
business in the lower northern provincial cluster 2 by studying the 5 feasibilities: environment,
marketing, technical marketing, management, and finance.
This study consisted of both primary data and secondary data. Primary data included
questionnaires from 50 organizations or entrepreneurs served by an event organizer in the lower
northern provincial cluster 2, and in- depth interviews with 4 event organizers and 5 organizations
or entrepreneurs served by an event organizer in the lower northern provincial cluster 2, while
secondary data were gathered from books, journals, research papers, online reports, and statistic
reports from various departments. The study is under the hypothesis of the yield at least 20 percent
for a 5-year operation.
The result of the environmental feasibility analysis revealed that the economic factor played
an important role in a business operation. The overall economy of the country indicated the
aggregate demand, an important factor for an organization's decision to host an event. Additionally,
the social and cultural environment affected the event organizer business directly. Therefore, they
need to understand the local social and cultural characteristics very well.
The result of the marketing feasibility analysis found that the strength of the business was
that there are various types of event with numerous services. People are knowledgeable and capable of designing events. The location of the business is easily accessible and adjacent to other nearby
provinces. All investment belonged to the business owners. The target group of the business was
divided into 2 groups: government departments and private organizations in the lower northern
provincial cluster 2. The data from the questionnaires on the importance of marketing factors
indicated that the participants ranked people, process, and physical as the 3 highest priority
operating a business.
The results of the technical marketing feasibility analysis stated that the business is located
at Wat Sai, Mueang, Nakhon Sawan and the process of organizing an event is important in a
business operation. The business should have a systematic and standard process to organize an
event to gain credibility and a good image for the business. From the data collection, the event
management process can be divided into 8 steps.
The result of the management feasibility analysis found that the structure of the organization
was fundamental with producers, co-producers, and coordinators of person for each position. The
estimation of the administrative expense was divided into 3 categories which are the cost of hiring
personnel, the cost of management, and the cost of marketing.
The result of the financial feasibility analysis revealed that the initial investment was 459,500
baht. The hypothesis of this study follows 3 cases which are 1) normal income with a payback
period of 2 years 5 months where the project’s net present value (NPV) is 777,804.72 baht and its
internal rate of return (IRR) is 76 percent 2) income decreased by 10 percent with a payback period
of 3 years where the project’ s net present value ( NPV) is 355,224. 51 baht and its internal rate of
return (IRR) is 46 percent and 3) income decreased by 20 percent with a payback period of 4 years
10 months where the project’ s net present value ( NPV) is - 69,438. 94 baht and its internal rate of
return ( IRR) is 14 percent. In conclusion, there are possibilities of normal income and income
decreased by 10 percent. There is no possibility of income decreased by 20 percent. |
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