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La Casa Service Apartment

Preface
This Project is a part of 1203302 Project Feasibility Study and Evaluation Course in the second semester of 2012. In this project is studying the feasibility of Lacasa Service apartment in Thonglor, Bangkok province. This project include general information of service department, industry profile, market strategies, the technical process in apartment business, the financial feasibility of service apartment business and risk management of service apartment business. This project makes people who interest to get information and knowledge of service apartment business before makes decision to investment. This project support investor to get the benefit in investment and profit in doing service apartment. We expect that our project will provide benefits and interested person. We are thanks to Aj. Chaiyawat Thongintr that provide us rich full knowledge and consultation for the project. Moreover, if the project has any error or others, our group make apology for this chance.

Executive Summary
The project of a business is a service apartment that tries to enter the market which is situated in Thonglor in Bangkok. The reason we build service apartment at Thonglor is getting profit and we believe we can do better than the competitors around there. The point that our apartment can provide are safety, cleanliness, easy transportation, comfortable decorations, convenient in using the service and latest technology. The interesting thing we hope for the future is the time ASEAN opens; we can get more occupancy rates from different guests which come into the country. Our service apartment is targeting the tourists mostly as around Thonglor, there already business running with tourists. Our service apartment has 3 types of room. The type A - for family, Type B&C - tourists who are business man and have no family. The best service is that if guests request room service from housekeeping or other service like ordering the things, the guests just need to order or request through online.

Content
Preface Executive summary Chapter1: Introduction Background and Signification of the project Project Objective Benefit of Project Activities/Time frame 8-11 11 11 12-13 2 3

Chapter2: Industry Profile Nature of Industry Characteristic of Service Situation of the industry Conclusion 15-17 17-18 18-39 40

Chapter3: Marketing Analysis Marketing analysis General Environment Analysis Political Factor Economic Factor Social and Environment Factor Technology Factor Competitive analysis Customer Analysis Competitor Analysis STP Analysis Geographic Segmentation Behavioral Segmentation Demographic Segmentation Targeting Positioning and Differentiation Sale Forecast Conclusion 42 42-43 43-44 44 45 45-46 46-47 47-54 55 55-56 57-60 61-64 64-65 66-69 70-74 75-76

Chapter4: Investment Cost Pre-Operating Cost Investment Cost Location Facility and Facility Machine/Tools/Equipment Depreciation Conclusion 78 78-80 80 81-84 85-126 127 128

Chapter5: Production and Operation Analysis Product Characteristics 130-151

Chapter6: Administration Analysis Administration and Management Analysis Organization chart Salary 153 153 154

Chapter7: Financial Analysis Profit and Loss Statement Income Statement Cash Flow Statement Balance Sheet 156-161 162 163-168 168-173

Chapter8: Risk Management Risk Management External Risk Internal Risk Sale decrease by 5% Income Statement Sale decrease by 10% Income Statement Sale decrease by 15% Income Statement Sale increase by 5% Income Statement Sale increase by 10% Income Statement Sale increase by 15% Income Statement Sale decrease by 5% Cash Flow Sale decrease by 10% Cash Flow Sale decrease by 15% Cash Flow Sale increase by 5% Cash Flow 175 175 176 177 178 179 180 181 182 183 184 185 186

Sale increase by 10% Cash Flow Sale increase by 15% Cash Flow

187 188 190 191 192

Summary Reference Members

Chapter 1 Introduction

Introduction
Backgrounds and Significance of the Project According to the globalization and world trading brings about the foreign direct investment (FDI) from foreign countries, nowadays, there are a lot of foreign investment and multinational companies so it brings about the flow of people from some place to some place worldwide so those people have to work and stay in their non-home countries so these group of people are called expatriates or expat for short. Khun Alliwansa Pattanathabut, the Director of Richard Elis (Thailand) mentioned that if the investment from other countries is supported by the government and the stabilities of the world economics and economics of the country and politics can seduce the foreign investors to invest in Thailand. Fortunately, the forecasting of the SCB Economic Intelligence Center showed that the Foreign Direct Investment from other countries tend to increase especially the FDI from Japan and the value of the FDI would equal to Four Hundred billion baht and the Japanese Investors always choose to invest in ASEAN community and Thailand is the target country that the Japanese Investors interest. In addition, Thailand is the 8th ranked of the world for FDI so Thailand is still developing to attract the FDI from other countries, the things that make Thailand to be the world rank for FDI are a followings; 1. The strategic location of the country where is able to connect or trade to other countries such as China, India and ASEAN members so the . 2. Thailand is a hub of AEAN and locates at the crossroad of ASEAN 3. Social and political stability in current time. 4. World-class infrastructure such as 7 international airports, wide range of mass transits, 3G and Wi-Fi and broadband access. 5. FDI policy that focus on the liberalization and encourage the free trade area Foreign Investments, and the contribution of the skills development, technology and innovation are promoted by the government , and the World Banks 2012 Eases to access for doing the business as the 17th of the world and 2nd ranked among ASEAN community . 6. Friendliness, Enrichment of culture and Hospitability of people. According to the Work Permit Administration, Ministry of Labor, mentioned that the nations that are allowed to work in Thailand are as following ranks (1) Japanese and followed

by (2) China (3) Philippines (4) American (5) English and the nations that are allowed to work in Thailand based on the investment are a following rank (1) Japanese and followed by (2) China (3) India (4) American (5) Taiwanese. The number one expat group in Thailand is Japanese expat because there are a lot of the Japanese Investments and Companies in Thailand especially in Bangkok so the incoming of the expat is very important for the real estate and residence business especially for the serviced apartment business and the expats dont have the right on the land ownership in Thailand; then, this is the silver line of the serviced apartment in Thailand especially in Bangkok. Those expats always come to work and stay temporarily depends on how long that they have to work in Thailand and the Japanese expat always rent the serviced apartment rather than buying condominium.

This picture shows that the number of the Japanese Company are in Bangkok , especially in Pathumwan, Sathorn, Wattana, Klongtoey districts.

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Moreover, the ASEAN

Economics Community (AEC) in coming 2015 , that is the

economics cooperation that brings about the Single Market and Production Base so it means that there are the free flows of the factors of productions within the community , the investors can move to invest in any country in ASEAN community easily , its so called Free Trade Area ( FTA) , there are a lot of ASEAN investors and Non- ASEAN investors who would like to invest in this community so it brings about the free flows of skilled labor ; then, the new group of expatriates are coming so this is a chance of the rental residence business and serviced apartment for welcoming a new group of expatriates; moreover, the investment from ASEAN country is a second large of the FDI which is follow the FDI from Japan ( Source: Kasikorn Research Center and Board of Investment, Thailand). According to the Prachachart Business Online (2012) mentioned that serviced apartment in Sukhumvit and Phayathai still be demanded ( demands for serviced apartment ares 89 percents and 84 percents in this area), the reason that make the demand of this area be stable at high level because the customers was moving from Chid lom Ploenchit ,Silom and Sathorn and the reason that make the customers move from those area because the rate of serviced apartment in those area was increased(Prachachart Business Online, 2012). Moreover, this area was not flooded because this area was protected from big flooding in 2011. Thonglor ( Sukhumvit 55) is he area that has colorfulness where has a wide range of businesses such as condominium , serviced apartment for expatrates, retail shop, office for rent and entertainment complex. Thonglor is so called the little Tokyo where has a lot of Japanese people reside in this area, Thonglor is a 2 kilometers road that can connect to any road nearby such as Sukhumvit 49, 51, 53; moreover, Thonglor is considered as the safety and premium road in Bangkok so there are a lot of expatriates reside here and Thonglor people have high purchasing power. According to the survey of the Sen Thang Set Thi, Thonglor has a lot of infrastructures throughout the road such as Supermarket and Mall, Hospital, Entertainment Complex, Furniture Shop , Wedding Studio, Bakery Shop, and Night Life business and there are lots of people commute throughout he road all day and all night

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According to the information above, we would like to study the feasibility of the Serviced Apartment or Expatriate on Thonglor Road because this area is the central area of Bangkok where can get a lot of expatriates to be our customers and this business could be feasible and get high revenues if our business locates on this road. Project Objectives The feasibility study on the Serviced Apartment in Sukhumvit 55 ( Soi Thonglor) all of the processes of this projects is to collect the data and statistic data from reliable sources . The project will be done in order to achieve the objective as per following; 1. To study how does this project feasible to invest. 2. To analyze the marketing and marketing strategic planning for this project. 3. To analyze the competitors of the project. 4. To analyze the service operation management for the project. 5. To create and designate the facilities and facilities management within the project 6. To analyze the finance of the project. Benefits of the project The benefits that we could get are to learn about how to create the Strategic Planning, Marketing Planning Financial Planning, Operation and Service Planning and how to make this project be feasible. Strategy is very important for this project; if the project has a good strategy, we can plan for maximize the profitability.

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Activities/Time Frame Table: 1-1: Gantt Chart for the project November Week 1 Week 2 Week 3 Week 4 Week 1 Activities December Week 2 Week 3 Week 4 Week 1 January Week 2 Week 3 Week 4 Week 1 February Week 2 Week 3 Week 4

1. Topic submission 2. Introduction submission Introduction to project feasibility study 3. Study the industry profile - Product Characteristic 4. Analyze the market feasibility - Market Analysis 5. Topic presentation 6. Study technical Feasibility - Production and Operations

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- Process of Management 7. Analyze the financial of our business - Financial Statements Generating - Financial Statement Analysis

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Chapter 2 Industry Profile

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Industry Profile
Nature of the Industry Serviced Apartment is a one kind of apartment; normally the target groups are foreigners and expatriates who earn high income. The length of stay normally is between 1 week to 1 year (similar to the length of stay of Rental Apartment). Serviced Apartment always provide the luxurious service to the customers and other kinds of supplementary products such as Fitness Center, Swimming Pool, Restaurant and Laundry service and Room service and in room kitchen zone and decorate much larger than hotel rooms and more-home like ( some serviced apartment is more-hotel liked) . Normally Service Apartment rate is more expensive than other kinds of normal rental apartment. Basically, service apartments always locate in Central Business District such as Sukhumvit, Silom, Ratchadamri ,Yen Arkard in Bangkok ( Sources: Institute Of Small and Medium Enterprises Development Center& Ekamai Garden Serviced Residence). According to Colliers mentioned that serviced Apartment is graded as per followings; (1) A Grade (2) B Grade (3) C Grade. A Grade Serviced Apartment; Are located in the prime location residential area or where a lot of high-end residences have. Provide the high quality of facilities similar to luxury hotel; moreover, the projects are managed by international luxury brands or managed by the entrepreneurs who have adequate factors of production to invest and manage such as Anantara Baan Ratchaprasong , Chatrium Suites Bangkok. B Grade Serviced Apartment; Normally located in the central business district but in the less prime locations. Furnished with a high quality like Middle and Upper scale hotel, always be managed by the entrepreneurs. C Grade Serviced Apartment; Located in secondary locations. Furnish in standardized style but not luxury. Fewer facilities like the economy hotel. Location of Serviced Apartment in Bangkok According to the information of Colliers International, serviced apartment locations can be classified into 6 main areas as per following; I. Serviced Apartment in Central Business District (CBD) so the Central Business District is Silom, Sathorn, Si Phraya, Surawong and Saladang, Soi Convent.

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II.

Central Lumpini Area (CLA) refers to the area along the Rama I road, Wireless Road, Pleonchit, Rajadamri so there are a lot of lucrative serviced apartment and residences around this area such as Anantara Baan Rajaprasong, St. Regis Residence Bangkok. Early Sukhumvit area (ESA) refers to the section of Sukhumvit area between Sukhumvit Soi1 to Sukhumvit Soi 35 for the North and between Sukhumvit Soi 2 to Soi 24 for the South. Late Sukhumvit Area (LSA) refers to the section between Soi 37to Soi 77 for the North and between Soi 26 to 50 for the South and Thonglor road ( Sukhumvit 55) is in Late Sukhumvit. Southern Fringe Area (SF) refers to the area along the Chao Phraya River on Charoen Krung Road and Naradhivas Rajanagarin Road and Rama III Road. Other areas cover Phayathai, Petchaburi, Rajadabhisek, Rajadhevi areas.

III.

IV.

V.

VI.

The Map of Serviced Apartment Zones in Bangkok Serviced Apartment is the service business which totally relates to service management, service psychology and service culture. Service Culture is to focus on serving and satisfying the customers; thus, everyone in lodging business has to have the service culture, range from top management to front line staff, so the staff have to fulfill the customers need and meet their

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expectations according to the missions of the lodging organization that everyone in the organization has to know that what is our business?, who are the customers? And whats the best value offered? So these questions are the questions that everyone in the lodging organization has to answer. Formerly, serviced apartment welcome for the guests who would like to rent the rooms daily but the Act of Hotel B.E.2547 enforced on 12th May 2005 , Serviced Apartment do not welcome the daily and weekly guests since the enforcement date. So most of serviced apartment changed to welcome the monthly customers; however, some serviced apartment still position themselves as the hotel (SOURCE: Thairath Online 13th Oct 2010:

http://www.thairath.co.th/content/eco/118576) Service business is totally different from production business which offers the intangibility products so the labor-intensity; then, labor and staff is the things and its the main thing that is utilized in order to serve and satisfy the customers ;thus, the service organizations has to focus on the human resources management ( Sources: University of Thai Commercial Chamber).

Characteristics of Service According to Phillip Kotler et al. mentioned that Characteristics can be described in four main terms as per following; Intangibility Alike the physical products, services cannot be seen, tasted, felt, heard or smelled before they are purchased. Robert Lewis observed that someone who purchases the service may go away with empty-handed, but they cannot go away with the empty-headed. They have the memories in their brains to share to each others. If the customers are going to buy or rent the room at serviced apartment , the customers do not know what the customers will receive until they take the step in to the serviced apartment to experience the services from the serviced apartment such as rooms, foods and beverages and facilities, the customers always seen the tangible evidence that will provide information and confidence about the service so the exterior of the serviced apartment is the first thing that the arriving customers see but the condition of the grounds and landscape and overall cleanliness of

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the place so this is the indication that identify the service management within the serviced apartment. Inseparability The customers are the part of the product. An implication of the inseparability, if the service is that the customers and service providers have to understand the service delivery systems because they are coproducing of the service. Variability Services are produced and consumed simultaneously; there are limits of the service control. The fluctuating of the service demand makes it difficult to deliver in the peak demand period. The high degree of contact between the service providers and the guests means that the consistency depends on the service providers skills and the performance of that time of exchange. The guests can receive the excellent service and mediocre in one day. In the case of mediocre in service providing, the service person may not have felt well or emotional problems, lack of communication and heterogeneity of the guests that brings about the service variability. Variability of lack of consistency is the thing that make the customers upset. When variability is no longer so it means that we the service delivery process has the consistency, this is the key thing that leads service business to be success. Consistency means the customers receives the expected products without unwanted surprise; for example, in the customers of the serviced apartment require a wake-up call at 7 A.M. so the service provider have to perform it according to the planned service. Perishability Services cannot be stored or kept or inventoried; for example, A 100-room serviced apartment that sells only 60 rooms on a particular night cannot inventor the 40 unused rooms and then sell 140 rooms on the next day so the revenues from those 40 rooms are lost forever. If the service businesses are to maximize the revenues, they must manage the capacity and the demand.

Situation of the Industry We will express the time line of the serviced apartment situation from the 1 st half of 2009 till the 3rd quarter of 2012. (SOURCES: Colliers International Research and Business and Economics Forecasting Center, the University of Thai Commerce Chamber, Work Permit Division, Ministry of Labor, Thailand).

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Situation of Serviced Apartment in the 1st half of 2009 and the years before 2009 Due to the financial turbulences and problems affect toward the global economy and the national political turbulences. There is a lot of the business that was affected by that economic crisis. The key measures so far have included staff retrenchment and reduction of housing budgets, which generally change in the demand of the serviced apartment market in Bangkok. The Historical Supply from 2004 until 1st half of 2009 and the years before 2009 Total supply of serviced apartment was 14,043 units in the first half of 2009 which was increased by 11.57% from 2008 and the sharp increase was found in the year 2007, representing the increase of 17.76% from the total supply in 2006. The growth of supply was 13.04% from 2004 until 2009. Figure 3-1: Supply of Serviced Apartment Units from 2004 till first half of 2009
15499 12587 8500 8678 9156 10782

2004

2005

2006

2007

2008

2009(1sthalf)

Moreover, in the first half of 2009, lots of A grade serviced apartment opened in Bangkok (Supply Added) such as in Central Business Area (Silom and Sathorn), Central Lumpini Area, Sukhumvit Area, Southern Fringe Area. The rest of the serviced apartments in other areas are B & C grade serviced apartment such as in Phayathai and Phaholyothin, Petchaburi, Rama 9 Rd. Supply base on Location The highest supply base location reveals that the highest amount of supply is in the Sukhumvit area, with approximately 6,792 units, (48%) and followed by Lumpini area, with 2,182 units (16%) and Central Business District area, with 1,991 units (14%), respectively.

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Central Lumpini 14%

Supply of Serviced Apartment based on Location

Central Bus Area 14% Southern Other Areas Fringe 9% 14%

Sukhumvit 49%

Figure 4-1: The Supply of Serviced Apartment by Location Supplied. Supply of Serviced Apartment based on Grade of Service As mentioned in the first chapter that the serviced apartments can be classified into 3 grades, (1). A grade serviced apartment (2). B grade serviced apartment (3). C grade serviced apartment so the grades of serviced apartment can determine the market share of the serviced apartment. The market share of serviced for targeting expatriates can be categorized into A Grade (8,908 Units) and B Grade (5,135 units).

A Grade, 5,135 B Grade, 8,908

Figure 5-1: The Supply of Serviced Apartment by Grade of Service

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Demands of Serviced Apartment The demands for serviced apartment were normally from the expatriates who relocated Thailand. Typical length of stay was range from one to three months, as the expatriates required that time to select the permanent residence such as apartment,single house or town house to stay, The demand for serviced apartments market could be categorized into two major groups; shortstay tourists and business travelers (short-stay market) and there was the new expatriates arrivals to Bangkok (long stay market). Some of the expatiates who would have formerly stayed in the hotels had shifted to serviced apartment because serviced apartment offered the wide range of service with quality facilities but were offered with reasonable prices in comparing with fivestars hotel. The regressions of the economics brought about the prices concerns among the guests who were seeking the lower-priced accommodation. Number of New Expatriates in Bangkok The office of foreign workers administration ( Work Permit),Department of Employment revealed that Bangkok had lowest number of new expatriates in 2005 , with 1,872 persons because the regressions of the economics which were caused by the increasing of the factors of production , inflations and tsunami disaster; moreover, the slumps of the economics brought about the decreasing of the expatriates in Bangkok because most of the companies implemented the reorganization and retrenchment strategy and cash flow management brought about the decreasing of the expatriates in Bangkok.

Number of New Expatriates

Number of New Expatriates

10,401 7,478 4,589 1,872 2004 2005 2006 2007 2008 4,557

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The Number of Tourists at Suvarnabhumi Airport in the year 2009 The short-stay demands for serviced apartments are from business travelers and leisure tourists. According to the tourism department revealed that the number of international tourists arrivals at Suvarnabhumi Airport during the first half of 2009 was 4,434,518 persons, it was decreased by 26.8% from 5,623,119 persons in the first half of 2008. From the breakdown of international travelers at Suvarnabhumi Airport, travelers from East Asia (China, Japan) , South Asia ( India), Asean ( Malaysia, Singapore), Europe ( Germany, UK, France), USA, Australia and Middle East was a majority of inbound travelers to Thailand. International Tourists Arrivals at Suvarnabhumi Airport based on Region
South Asia 6%

Europe 22% East Asia 33% Asean 16% Africa 0%

Scadinavia 4% America 8%

Others Ocenia 7% 4%

Sukhumvit has the highest number of A Grade serviced apartments, with 1,801 units, and followed by central Lumpini , with 1,770 units and Central Business District, with 995 units while B Grade serviced apartment are condensed in Sukhumvit area with 4,982 units, followed by Southern Fringe Units and other areas as shown in the figure below.
6000 5000 4000 3000 2000 1000 0 4982

995 996

1770 412 Central Lumpini

1810 560 Sukhumvit B Grade

1313 0

1205

Central Bus. District

South. Fringe

Other

A Grade

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The figure shows that in the Central Lumpini area has a lot of A Grade serviced apartments; however, Sukhumvit has the most condense of serviced apartment in this area in both A grade or B grade. Occupancy and Rental Rates Both Grades Occupancy rates of all serviced apartments in Bangkok was increased by 5.9% in comparing between the year 2004 and 2005 ( from 83.92% to 88.87%) but was declined each year from 2006 to 2008

Occupancy Rate
100.00% 80.00% 60.00% 40.00% 20.00% 0.00% 2004 2005 2006 2007 2008 83.92% 88.87% 87.35% 80.48% 71.40% Occupancy Rate

Figure: The average occupancy rates from the year 2004 till 2008 Grade A and B Occupancy Rates The average for A Grade serviced apartments in Bangkok increased between 2004 and 2005 by 7.37% (from 81.87% to 87.90%) , but declined each year from 2006 to 2008. See the difference of A grade and B grade rental rate below. The graph shows that occupancy rate for B Grade was highest in the year 2007.

A Grade

B Grade

91.92% 85.44% 87.90% 86.26% 86.06% 82.31% 83.48% 81.87%

78.38%76.69%

2004

2005

2006

2007

2008

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The Situation of the industry of the year 2009-2010 Historical Supply based on year

For the first half of 2010 only around 20 serviced apartment units were added, and then around 180 units were supplied in Q3 2010, but approximately 340 units were added in Q4 of 2010. Supply was in four locations, Central Lumpini, Early Sukhumvit, Late Sukhumvit and Other areas. Total supply of serviced apartment units as of 2010 was approximately 16,300 in around 125 apartments.

Since 1995 and up until now, Early Sukhumvit area has been by far the most popular for serviced apartments. Although no mass transit system existed until the end of 1999, the appeal to

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western and Japanese expatriates meant that this area was the bulwark of the sector. Other areas have also grown but on a lower trajectory. In the past few years the Late Sukhumvit area has become a new prime location especially due to the rise of Thong Lor as a fashionable area to reside.

Overall Sukhumvit road and its vibrant sois contain over half of all serviced apartment units in Bangkok with nearly 40% of total supply being located in Early Sukhumvit area. The mix of good transport links, entertainment, and retail and office facilities creates a strong lure for people to stay in Sukhumvit.

Nearly half of total supply is in the grade B category in Bangkok.

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The distribution of serviced apartments differs according to location based on the particular profile of each area. Central Lumpini contains many large embassies and is therefore seen as being the most prestigious location to live and as such contains more grade Aunits. Late Sukhumvit also contains more grade A units due to the location containing a number of luxury branded apartments in Thong Lor road catering to the large Japanese community there. Early Sukhumvit is the king of grade B apartments as it is a more unpretentious, relaxed location which also explains the location of more Upper Scale rather than Luxury hotels. The Other areas contain more grade C products due to the distance from the centre.

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Average occupancy rates in Q2 tumbled due to the April and May protests. This is mainly a result of short term guests cancelling but also many longer term stays, especially Japanese, leaving Thailand to escape from the perceived danger. While occupancy rates soared back in Q3 2010 they have since lost their momentum and have even fallen back in the case of grade Aapartments. The holiday season should be a strong period for the serviced apartment market due to the number of tourists. However this has not been translated into increased occupancy. Higher spending tourists are choosing to avoid the city due to the myriad of problems the city has in attracting this crucial demand segment.

In all locations occupancy fell during Q2 2010 but were more pronounced in some areas than others depending on the proximity to the protest area. Therefore Central CBDand Central Lumpini suffered the most. In both these areas occupancy has since picked up especially in the Central CBDbut Central Lumpini still remains quite depressed and is far behind the numbers recorded in Q1 2010. The protests may have dented the kudos of staying in this area. However the situation is bright for the Late Sukhumvit area which can boast the best occupancy rates throughout the year. The area is becoming increasingly fashionable, especially Thong Lor with easy access to the BTS and now the Airport Link; but far away from perceived trouble.

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Expatriates represent the primary source of demand for the serviced apartment medium and long stay market. The global economic crisis affected expat numbers in Bangkok significantly in 2009, reducing the number by around 15,000. The number of expatriates in Bangkok in Q1 2010 decreased very slightly from last year, but in Q2 2010 dropped more than 10,000, due to the political problems in the centre of Bangkok. However in Q3 Q4 2010 there was an increase but the total number is still similar to 2009 and below 2008 prior to the Global Financial Crisis or Hamburger Crisis.

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After the protests in Q2 work permits issued picked up in Q3 - Q4 of 2010 which indicates a more positive trend going forward combined with global economic recovery. Proportion of Expatriates in Bangkok in the 4st Quarter of 2010

The Japanese still represent the largest group of expatriates in Bangkok and are also the main target group for serviced apartments with most of them staying along Sukhumvit road. Other nationalities are often in the lower pay bracket and the rental rates of serviced apartments would be beyond reach. Rental Rates

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The protests at Rajprasong intersection directly impacted the occupancy rate and rental rate in Q2 2010. The average rental rate in Central Lumpini area decreased by nearly 20% in Q2 and has remained at these lower levels. In fact the area has gone from second to fourth in terms of rates over the course of the year. In the Q4 2010 average rental rate in Central CBD increased approximately 7.4% from Q 2 and Q3while other areas remain similar to Q3. Rental rate of grade A and B by room type, Q4 2010

The average rental rate of grade A unit are greater than grade B by approximately 1.7 12.7% depending on room type. Situation of the industry during 2010 till 2011 Approximately 470 units were completed in 2011 which was less than last years total of more than 600 units and the lowest in the past two years. The total supply of serviced apartment units at the end of 2011 was approximately 17,300. Additional Supply based on Quarter Additional supply in Q4 was approximately 280 units bringing the total new supply in 2011 while the supply of the 3rd quarter in 2011 was around 100 units. More than 300 units were

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located in Early Sukhumvit area or approximately 65% of the total units completed in 2011. This is mainly due to the location being very convenient for expatriates who rely on using the Sky Train. In addition, many office buildings as well as shopping malls and supermarkets are easily accessed from this location by Sky Train. The Supply based on the location The prime area or serviced apartment are Central Business District, Central Lumpini Area while the late Sukhumvit the prime area is Sukhumvit 55 or Thong Lor Road where has an good infrastructures and entertainment complex and good transportation links such as Sky Train, Airport Link but the main area where has a lot of serviced apartment is Early Sukhumvit Area which has 40% of the market. Serviced Apartment based on Location
Early Sukhumvit 29% 13% 18% 40% Central Lumpini Area Centra Business District

If we focus on the 29% of the other Central Business Zone so the Late Sukhumvit Area is the main area that has 12% of serviced apartment while the southern fringe has only 6% Central Business Zone

21% 41% 38%

Late Sukhumvit Zone Southern Fringe Other Area

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The Historical Occupancy Rates based on the quarter

The occupancy rates in Q1 Q3 2011 of both grades were similar and increased around 11% for Grade A serviced apartments in Q4 while only 0.5% for Grade B. Due to the floods in Bangkok, displaced residents were forced to stay temporarily in serviced apartments for the last two months of 2011. Another factor is that many serviced apartment buildings reduced their rental rates in the last quarter of 2011 due to intense competition for residents between themselves, the hotel sector and the high-end apartments.

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The Occupancy Rates based on the Area All of the serviced apartment zones was not flooded at all so a lot of flood victims evacuated to stay in serviced apartments in Bangkok because of the conveniences and good of transportation commuting in Bangkok so the Late Sukhumvit Area has highest Occupancy rates when compare with other areas ( See the figure in the last page). The number of the expatriates in Bangkok

Although, there was flooding in Thailand so there are a lot of foreign investors, especially the Japanese investors who was severe affected by the flooding but the number of the expatriates still high and the number of the Japanese still at 8%, If we take a look at the 2 nd quarter in 2010 there was the red shirt attack during the 2nd Q so there was a little number of expatriates in Bangkok. The Japanese people still are the main nation that resides in Thailand during the 4st Quarter of the 2011.

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Bangkok Serviced Apartment Market, Q3 2012

Historical Supply, Q3 2012

Approximately 420 units were completed in the first three quarters of 2012, and nearly 156 units are scheduled to complete by the end of the year. The total supply of serviced apartment units at the end of 2012 is expected to be around 18,259 units. GM Serviced Apartment, on Sukhumvit Soi 20, was completed in September 2012, with a total of 89 units ready to rent. Supply by location, Q3 2012

More than 50% of the serviced apartment supply in Bangkok is located along Sukhumvit Road in the early and late Sukhumvit areas. The total supply in the early Sukhumvit area has been more than in other locations for the past 20 years.

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Historical occupancy rate by grade, 2010 toQ3 2012 by quarter

The average occupancy rates in Q3 2012 for Grade Aand B serviced apartments increased slightly from the previous quarter. However, the average occupancy rates in the second and third quarters were still lower than in the first quarter of this year. Occupancy rates by location, 2011 toQ3 2012 by quarter

The average occupancy rates in Q3 2012 for Grade Aand B serviced apartments increased slightly from the previous quarter. However, the average occupancy rates in the second and third quarters were still lower than in the first quarter of this year. The average occupancy rate in the third quarter in all locations was up slightly from the previous quarter, except in late

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Sukhumvit and other areas which decreased slightly. Serviced apartment projects are trying to retain their current clients for long periods by renewing contracts before the expiration dates at the current rate. However, the Late Sukhumvit Area is the most popular for the customers of serviced apartment. Number of expatriates in Bangkok, Q3 2012

The number of expatriates in Bangkok continues to rise. The EU debt crisis is still a major concern for investors and affects the entire global economy. However, Asia has shown it has potential for investment, especially in the ASEAN region. Bangkok is highly attractive for investors who wish to take a first investment step into ASEAN, especially the sub-region of Myanmar, Laos and Cambodia. As a result, several international companies are looking for regional office space in Bangkok. There is also good potential for serviced apartments. The total number of expatriates in Bangkok in Q3 2012 was approximately 61,190.

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Rental Rate Rental rate for one-bedroom units by location, 2011 toQ3 2012 by quarter

Rental rates in Q3 2012 were similar to the previous quarter. Only the Central CBD and early Sukhumvit areas saw rates fall by around 5% compared to Q2, although the Central CBD still commands the highest rental rates. Average rental rate by grade, 2011 to3Q 2012 by quarter

The average rental rate of Grade Aand B serviced apartments increased slightly from the previous quarter, and the rental rates for Grade A serviced apartments are still higher than for Grade B by more than 45%.

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General Products and Services of Serviced Apartment Serviced Apartment is a part of service business normally provide the Tangible Products and Intangible Products, Intangible Products means the things that cant be touched or smelled so this case refers to service providing from service providers, the service providers that be able to make the customers e pleasure at all times when they stay with us so it relates to emotional factors so the service providers have to understand the customers needs. Understanding intangible Products

Physiological Needs This type of need is an basic needs of the people comprises with Air, Water or Residence, if someone deprives from some need, they will find out it for satisfying themselves. If the human lack of it, the human body cannot function properly, and will ultimately fail. Physiological needs are thought to be the most important; they should be met first. Safety and Security Needs Humans want to be away from the threats so they might need the of Physical and Emotional crime such as living in the safety residence and have the security guards to take care of the customers needs.

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Love and Belonging Needs It so called the social needs, all of the human need friends and the one who love, the people want to be accepted by any other people and become important or valued persons. Self-Esteem Esteem may be classified into internal and external esteem such as self respect and self achievement and external esteem is an social status, recognition and reputations. Self- Actualization It means the self peak experience that the humans want to have than lower needs of the people such as Truth, Justice, and Wisdom. On the other hand it refers to Born to be or Born to do Understanding intangible Products The tangible products that the upper scale serviced apartment provides the wide range of facilities and amenities such as
-1.

Ipod docking station

2. Microwave Oven 3. Mini-bar with sink 4. Coffee and Tea making Failities 5. International Adapter in Every room 6. Bath Tub with separated room shower and hairdryers 7. Turndown Services 8. Internet access throughout the building and Video Conference in every room Rooms Type can be classified as 1. Single Room 2. Twin Room 3. Hollywood Twin 4. Double Rom 5. Triple Room 6. Suite

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Conclusion Nowadays, serviced apartment businesses are compete together dramatically with both direct competitors and indirect competitors (substituted products such as condominium) so the last year (2011) the growth of the occupancy rates was slightly increase because some of the investors was still suffered with the economic crisis (Hamburger crisis and Subprime crisis) and the occupancy rates was at 85% ( especially at the Late Sukhumvit Area). Moreover, the political crisis at the Central Business District and The Central Lumpini Area at the Q,2 of 2010 brought about the decreasing of the expatriates in Bangkok and the occupancy rates was decreased dramatically ; however, there was the silver line for the serviced apartments in the Late Sukhumvit Area especially in the Thonglor road where is the new zone of fashions and entertainment so the demand for the serviced apartment was shifted from the Central Business Districts , Central Lumpini Area, Early Sukhumit( Has the most percentages of supply side by serviced apartment ) to Late Sukhumvit area so the occupancy rates of all grades of serviced apartment up to 80% until current time and most of the serviced apartment zones were not flooded; then , this was the silver line for serviced apartments because most of the flood victims choose to stay at serviced apartment in the year 2011. Fortunately, the ASEAN Community will be opened in coming 2015 so the silver line for serviced apartment because the market group of serviced apartment will be expanded especially the foreign business persons from the investor groups (expatriates) So we choose to build the serviced apartment for expats on the Main Thonglor road where is the most important and prime area of the Bangkok

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Chapter 3 Marketing Feasibility Study

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Marketing Feasibility Study

Marketing Analysis According to the last chapter the normal customer of the serviced apartment are the expatriates who live and work in Bangkok so if the there are a lot of the investment from foreign company, the number of expat would be increased. Bangkok is the big market for this kind of business because there are a lot of international firms office locates in Bangkok, if there are a lot of investments from other countries, it could bring about the increasing of the Occupancy Rates of serried apartment. General Environment Scanning is the strategic planning which is very important for all kinds of business and investment selection and operation management. This is the first step for business running because we are able to identify the threats and opportunities of the business which come from outside or external of the business so opportunities are an advantage for the business while threats are the disadvantage for the business. Nowadays, Serviced Apartment should implement the General Environment Scanning for our business running in order to know the external threats and opportunities of the business so General Environment Scanning is comprised with four factors as followings; (1) Political Factors (2).Economics Factors (3).Social and Environmental Factors (4). Technological Factors. General Environment Analysis Political Factors According to the Government Housing Bank Journal mentioned that political problems are the critical problems that affect directly to hotel and serviced apartment because some of the political occurrences can affect to the decisions of the investors from foreign countries. If any of the political problem happens, it may bring about the bad attitude amongst the foreign investors then the serviced apartment and hotel business and condominium business could be affected because all of these business rely on the foreign business customers mainly but Thai politics are more stable than ever so this case can attract the investors invest in Thailand

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In addition ,the investment policy from the foreign direct investors (FDI) that are supported by the government organization such as Board of Investment which facilitates foreign investors and ability to invite the investors from foreign countries to invest their capital and company in Thailand. Economic Factors According to the Kasikorn Research Center (2012) mentioned that the main economic opportunities are the coming AEC (ASEAN Economic Community) which is the community that require the free flow of the production factors and Thai people can work or invest in other ASEAN countries and another Aseaner from other ASEAN countries can invest and work in Thailand, this case brings about the advantage to the serviced apartment business so the benefit of ASEAN Economic Community are as followings: 1. ASEAN Framework Agreement on Service which requires all of the ASEAN countries must open the Free Service Agreement and include the real estate business but for Thailand can use CPC 82101 and CPC 82201. (1) Renting or leasing services involving own or leased residential property (CPC 82101). (2) Residential property management services on a fee or contract basis (CPC 82201). by the way the foreign shareholders must not hold the shares more than 49 percents and number of foreign shareholder must less than Thai people so these could be the opportunities for entrepreneurs for expanding the market especially the business persons or investors from other ASEAN countries who want to relocate the factors of production to invest the business in Thailand ;then most of the Serviced Apartment entrepreneurs would get the agency to promote their Serviced Apartment to other Aseaners from other ASEAN countries. 2. Free Flow of Skilled Labor which requires to flow the skilled labors within the

communities , those labors are as followings ; dentistry, medicine, nursing, accountancy services, engineering and architecture. Although the skilled labor that are flowed from other ASEAN countries could can work and invest freely but they dont have the right to buy the land so they need the rental lodging then the demand for serviced apartment could be increased.

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Thus, AEC is an advantage of the business doing for economic purpose which brings about the Free Trade Agreement Area within the community; moreover, there are a lot of non ASEAN investors that are interested to invest in Thailand in order to use Thailand as a hub for setting the plant or distribution center to distribute the goods or product to other ASEAN countries so in the near future there are a lot of foreigners come to Thailand so this is an advantage for serviced apartment business. According to the Government Housing Bank and Kasikorn Research Center mentioned that EU debt crisis which is the big problem that affects to many economy systems in many economic regions in the world and brings about the drop down of the World GDP in 2012 so the EU debt crisis affects to Thai economy as well so the investors from EU countries couldnt come to invest in Thailand too much or gain the investment back to their countries during this moment so this is an threats that the entrepreneurs of serviced apartment should concern. Although the EU debt brings about the regression of the economic but for Thailand it does not affect to Thailand directly because the first 6 months of the year 2012 the number of the European tourists increased when compare with the last year ( Government Housing Bank Journal). Social and Environmental Factors According to the big flooding in Thailand last year that destroy or damage the town so the new trend of the residence should be sky scrap which is the best choice for the customers who want to avoid the threats from flooding; moreover, the area around Sukhumvit and Phayathai are very popular because these area are not affected by flooding situation () Moreover, the natural disasters in some particular area can bring about the occupancy rates as the big flooding in 2011 there was bringing about the increasing of the Occupancy Rates of A Grade serviced apartments in each area and some social occurrences such as the red shirt attack in 2010 brought about the demand of the serviced apartment.

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Technological Factors According to Dr. Potjanee Muangsillapasart mentioned that business and lodging business should be required to use the Property Management Systems for storing the data or database and data mining or managing the wide range of room rates and facilitate the customers which are use in the Front Office and Back Office serviced apartment is a kind of lodging business so Property Management System should be conducted in order to facilitate the customers and business running Moreover, the impact of the Internet and E-Commerce Marketplace toward hospitality and lodging business by setting up the own website or join the marketing website. Today, there are a lot of lodging businesses and serviced apartments have invested in e-commerce and information technology to variety of degree. These investments included in-room, high-speed internet online direct booking website. Nowadays, there are a lot of e-hotels, offering services, including high-peed internet access , video on demand system, limited videoconferencing in al rooms, wireless access throughout the building; internet kiosk for the customers. And the impact of 3G that provide the anywhere and anytime for service offering some of the lodging sections apply the opportunity of 3G such as St. Regis Hotel and Residence apply the e- butler service or their in-house guests. Competitive Analysis Competitive Analysis Since the year 2010 the demand for serviced apartment has shifted from Early Sukhumvit and Central Lumpini Area and other business zones to Late Sukhumvit Area especially Thonglor Road or Sukhumvit 55 so Thonglor is new darling for serviced apartment especially in A Grade. Thonglor Area share the markets from the Central Lumpini Area where has a tot of embassies and high-end serviced apartment condominium while the Early Sukhumvit Area has a tot of B Grade Serviced apartment and high number of the serviced apartment business when compare with other areas in Bangkok (The Early Sukhumvit has 40% of all serviced apartments in a whole Bangkok) while Late Suhumvit has only 12% of the portion of the serviced apartment in a whole Bangkok.

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Unfortunately, the Occupancy Rates of the serviced apartment in Early Sukhumvit area has dropped down while the Occupancy Rates of the serviced apartment in Late Sukhumvit has over 80% in all grades of the serviced apartments in those areas and the markets of serviced apartment in Late Sukhumvit especially Thonglor Area ( Sukhumvit 55) would have a chance to growth from now on. However, the rival competitors of serviced apartment are not the rival serviced apartment but also the condominiums or leased residents are the competitors of the serviced apartment; however, we can compete with the lease condominium by our services because the customer who rent the lease condominium they cant get the services or assistances from the condominium people so they have to contact the owner of the condominium rooms. Moreover, any rival competitors always renew the contract for their existing customers so we have to find out the market gap for attract the new customers; however, the politics and economics of Thailand in current time is more stable than ever, there are a lot of new investments from foreign countries invest their capital and companies in Thailand and some of their investment is in the development process and especially , ASEAN community will be opened in coming 2014 that could bring about the incoming of the expatriates in Thailand and Bangkok and moreover, the Japanese people always rent the serviced apartment rather than buying the lease apartment. The serviced apartment business today have to compete with direct and indirect competitors ( GHB Journal and Colliers international and KSMEcare) however, there are the organization that act as the intermediaries or agency to contact between serviced apartments itself and potential customers. Customers Analysis Normally, the customers analysis is the analysis of the potential customers of the serviced apartment by answering all of the questions as per following;

Who are the customers?

The Expatriates who reside in Thailand.

What are objects that the customers want?

The place to reside

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Why the customers come to stay at the apartment? -

Locate in a good/prime location. Good environment around the premise Able to access the transportation system Adequate and Good Facilities Good Safety Systems

When the customers rent the serviced When they relocate to work in Thailand ( apartment? When they become the expatriates) Where the customers can contact? Who is the decision maker? The Website Agency Website Walk-in to contact Social Networks The Customer themselves The Customers Friends or Siblings who force the customers to choose the place to stay. How do the customers stay? Good marketing and promotion planning.

(Sources: Institute of Small and Medium Enterprises Development and Chavalak Phumphukhieo; The thesis on Apartment Rental Decision Process of High Class Foreign Customers Based on Bangkok Transit System in Sukhumvit Line) Competitor Analysis In Thonglor road and late Sukhumvit area there are a lot of serviced apartments for expatriates so they target at various markets of the customers so these are the lists and the characteristics of the competitors who offer the same products and same rates.

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The Oakwood Residence Sukhumvit Thonglor

The Products that they offers are Free WiFi, Restaurant, Safety Box, Elevator ,Kids, Room Services, Receptionist, Fitness Center, Meeting Room, Outdoor Swimming Pool, Car Parking Service, Parking lot, Laundry Services, Pets are allowed with 67 units(rooms) The Location of the Oakwood Residence is in Soi Thonglor 13, Khlongton Nua, Wattana District in the narrow sub-soi in Thonglor. The review from Tripadvisor.com, most of the customers are the business customers and most of them satisfy with this and consider it as an excellent residence. The room rates and room type can be classified as per followings
Type Studio Deluxe Studio Excutive 1 Bedroom Superior 1 Bedroom Deluxe 1 Bedroom Excutive 2 Bedroom Deluxe 2 Bedroom Excutive 3 Bedroom Deluxe 3 Bedroom Excutive Size (sqm) 4-6 Monthly 46 53 82 76 88 117 134 160 183 66,000 B. 72,000 B. 78,000 B. 84,000 B. 90,000 B. 123,000 B. 135,000 B. 156,000 B. 174,000 B. 6-12Monthly 57,000 B. 63,000 B. 69,000 B. 75,000 B. 81,000 B. 108,000 B. 120,000 B. 138,000 B. 153,000 B. Units 7 5 5 14 6 14 9 1 6

Source: Kobayashi serviced Apartment agency

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Somerset Sukhumvit Thonglor Bangkok

Somerset is an serviced residence under the umbrella of the Ascot Limited who provide the serviced residence properties management under the name Somerset Residence and Citadines worldwide in Thailand there are 9 properties of Ascot Limited as per following(1) Somerset Lakepoint (2) Somerset Park Suanplu (3) Somerset Sukhumvit Thonglor (3) Asott Sathorn Bangkok (4) Citadines Sukhumvit 11 (5) Citadines Sukhumvit 16 (6) Citadines Sukhumvit 23 (7). Citadines Sukhumvit 8 Bangkok (9) Vic3 Bangkok so the main competitor for this brand is Somerset Sukhumvit Thonglor The Location of Somerset Thonglor is located in Soi Thonglor 5 where is the narrow subsoi but near the main Thonglor road. The products that the Somerset offers are the WiFi , Safety box , Bar and Pub, Smoking Zone , Elevator, Kids Club, Meeting Room, Business Center, Bar Pool , Room Service, Laundry, Family Rooms, Kid Clubs, Swimming Pool for Kids, Steamed Room, Sauna, Jacuzzi, Fitness Center, The Somerset Sukhumvit Thonglor provides 262 rooms (units) Room Types Studio Deluxe Studio Room Studio Premier 1Bedroom Executive 2 Bedroom Executive Rates for Month 85,000 90,000 96,000 120,000 190,000

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Information from Kobayashi Company According to the customer reviews from Agoda.com and Tripadvisors.com, most of the customers satisfy with the Somerset Tangible products but some of the customers are not satisfy with the foods and drinks and some of amenities. Centre Point Sukhumvit Thonglor Centre Point Sukhumvit Thonglor is under the umbrella of Centre point Hospitality which manage the various properties in Bangkok such as Centre Point Petchaburi, Centre Point Sukhumvit, Centre Point Silom , Centre Point Langsuan, Centre Point Saadang, Centre Point Wireless road, Centre Point Sukhumvit Thonglor , Grande Centre Point Ratchdamri, Grande Center Point Hotel and Residence- Terminal 21

The products that the Centre Point Sukhumvit Thonglor provides are the Restaurant, Salon, Fitness Center, Elevator, Laundry Services, Rooms Services, Business Center, Meeting facilities, Shuttle Services, WiFi, Fitness Center, Jacuzzi, Swimming pool, Garden, Kids Club , Daily Maid Services.. The Centre Point Sukhumvit Thonglor is located on the Main Thonglor Road The Centre Point Thonglor has 156 units (rooms) and the room rates and rooms type that the Centre Point provides are
Type Studio 1 Bedroom 1 Bedroom 2 Bedroom Executive 2 Bedroom Size (sqm) 38 68 80-87 131 142 1-3 Month 52,000 B. 78,000 B. 80,000 B. 130,000 B. 140,000 B. 4-12 Month 48,000 B. 72,000 B. 76,000 B. 120,000 B. 130,000 B. Units 19 19 80 19 19

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Capital residence The capital residence is an Apartment for Foreigner where provides 74 units(rooms) with 24 floors , they provide Microwave, Electric stove, Exhaust hood, Dishwahers, Ovens, Television, Refrigerator, washing machine, Swimming Pool, Gym , Sauna Kids Club, Tuk Tuk service with 24 Hrs safety policy. This apartment is next to the Camilian Hospital its decorated with modern style and has the separated area for the bathroom. The room rates for Capital Residence are as per following;
Type 1 bedroom 2 bedrooms 3 bedrooms 4+1 bedrooms Size (sqm) 58 93 156-168 318 Monthly 40-45,000 B. 65-75,000 B. 85-95,000 B. 150-160,000 B. Units 14 14 41 5

Pan Pacific Serviced Suite The Pan Pacific is an premium serviced suites and hospitality brand worldwide in which provide the excellent services with a wide range of rooms ; moreover, the facilities provided for the customers as per following; bar and pub, family room, restaurant , smoking area, airport transfer, coffee shop, elevator, laundry service, room service, shops, baby sitting, Business Center, Concierge, Executive Floor, Meeting Facilities, Poolside Bar, Safety Boxes, WiFi, Fitness, Massage Service, Jacuzzi, Outdoor Pool, Sauna, Steamroom, Kids Club, Spa, Free LAN

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Access but has no in room kitchen. The Pan Pacific Thonglor provide the services same as 5star hotel on the other hand, the Pan Pacific Thonglor is a substitute products or Five Star hotels in Bangkok. Type Studio 1 Bedroom 2 Bedrooms 3 Bedrooms Size (sqm) 37 61 118-180 154 Monthly 69,000 77-87,000 118-180,000 188,000 Units 36 67 42 3

Grass Suites Thonglor The Grass serviced suite is a small serviced suited in Thonglor where provides 46 rooms with three room types, the grass is decorated with the green grass surrounded. The Grass is a boutique serviced suites does not provide the in room kitchen and jus provide only Studio room and one-bedroom type. The Grass also provides Pub and Bar, Restaurant, WiFi, Lan Services, Salon, Fitnes Center, Coffee shop, Elevator, Laundry Service, Meeting Facilities, Safety Box, WiFi, Car Parking, Valet Parking .The Grass Thonglor locates on the main Thonglor Road. However, the customers of the grass dont satisfy with this apartment too much (review from Tripadvisor and Agoda.com).

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Type Studio 1 Bedroom 1 Bedroom Deluxe

Size (sqm) 30 58 65

Monthly 33-37,000 B. 48,000 B. 52,000 B.

Ekkamai Garden Serviced and Residence Ekkamai Garden is an apartment that provides for the executive and their families, the Ekkamai Garden is operated by the Colliers International who seeks a harmonious balance between work and life family. The room rates are as per following;
Type 1 Bedroom 3 Bedroom 3+Garden 3+1 3+1 Garden 4 Bedroom 4+1 Garden Size (sqm) 100 160-240 240+64 250 250+64 280 290+170 Monthly 55,000 B. 75,900-91,000 B. 101,000 B. 96,000 B. 103,000 B. 100,000 B. 140,000 B.

The Ascent Condominium (Indirect Competitor) As we have mentioned that the substitute product of serviced apartment is a condominium. Ascent Condominium, Ekkamai-Thonglor , this is he low rise condominium which comprises with 90 units(rooms) ,located on the 1 rai and the minimum price is 2.39 million baht , the facilities that they offer are the (1). Swimming pool ( 7 meters times 1.2 meters) , Fitness

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Center ( 28 sq.m with 5 facilities), two elevators, parking lot at G floor and B1 floor and CCTV/Access Card., the target group of the Asent is the people who has the modern lifestyle However, there are a lot of units for this condominium within 8 floor low rise building, the room is very crowded and the location of this condominium is located in the slum and the traffic jam area and has a lot of schools and locates next to the contaminated canal (Source: ThinkOfLiving.com)

Location of the Ascent Thonglor

The Property of the Ascent Thonglor

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Segmentation Targeting and Positioning Analysis Segmentation, Targeting and positioning or so-called STP analysis is a kind of the marketing strategy According to Philip Kotler and Gary Amstrong mentioned that the form of segmentation variables can be classified into 4 types as per following in the circle graph.

Segmentation Variables

Psychographic Demographic

Geographic

Behavior

Geographic Segmentation According to the iHotel Marketer.com mentioned that, the market segmentation based on the Geographic Variables or so-called the Geographic Segmentation so the geographic segmentation are the classifications of market in terms of country, region, state, province, municipals. Each of the group of people in different geographic area has different characteristics and behaviors so the sum of serviced apartment always uses the criteria of the geographic segmentation. According to the GHB journal and Colliers international mentioned that serviced apartment always target at the Japanese Market because the Japanese is the main group of expatriates in

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Bangkok and Thonglor so some of the apartment in Thonglor always target at 100% at Japanese customers such as the Grass Thonglor.

Number of Expat becomes increase (Source: Colliers international)

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Behavioral Segmentation The Customer Behaviors in Thonglor According to the Marketeer Magazine mentioned that the behavior of the consumers in Thonglor Road are the people who has a modern lifestyle and has high income and willing to live in the downtown so the products offered that they need the things that different from other products in the market so the behavior of the consumers in Thonglor are as followings; (1) Thonglor has the Thai and Expatriate and Tourist Consumers. (2) The consumers in Thonglor have high purchasing power (3) Well managed in financial and choose the best choice for their lifestyle.(4) The number in Thonglor are the people who always seek the information for new place for hanging out (5) They have the different lifestyle (6) They are the trend setting (7) Brand Image is the things that the consumers of the Thonglor concern to. According to the Sen Thang Set Thi mentioned that the consumers in Thonglor dont concern about price so they need the qualified products. (8) There are a lot of Generations of people range from Baby Boomer to Gen M. Japanese Customer Behavior According to GHB journal mentioned that the Japanese customers always choose to stay in serviced apartment rather than buy the leased condominium More ever, Asst. Prof. Dr. Krissatika Kongsomphong mentioned that the way to break the ice of culture in order to market for deliver the products and services to Japanese market but Japanese people are the nationalism people so its too complicate to market or this group; however, Japanese people are the one who have high purchasing power and their tastes to buy the products or services from the qualified products and services which is differ from other products. The marketing specialists also said that the Japanese customers always use their sense to buy the products and services and fashions and always be tried of the things that they are using and tend to shift to use other things so the factors that can make the Japanese Customers to buy the products and services are (1) Quality (2) Value and products and services that have the universal style. (3). Color and they usually prefer the

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The demographic of the Japanese in current time, the Japanese people always be single and get divorce than ever, in the household there are only few people in one household. The needs of the Japanese people and the driver that encourage them to choose the housing in the destination, According to Kobayashi Magazine mentioned that the Japanese Customers need the room maid for keeping and clean the room. ASEAN Customers ASEAN will be the single market base in coming 2015, new have to understand the ASEAN consumers behavior with 580 people of a whole community because in each country or each region have the different behaviors , demographics, lifestyles and beliefs and backgrounds of economics. As we mentioned in early page ASEAN will affect to the serviced apartment business in term of the free flow of the people and investments that brings about the increasing of expatriates in Thailand. ASEAN has the identities among the community, there are various kinds of the Social factors, Economic factors, Language and Local Traditional Culture like the European Union so this is the things that affects the purchasing decision, the income that they willing to pay for Singaporean Customers Purchasing Decisions They have high purchasing power so most of them would like to purchase the high-end products and premium and services. Taste The lifestyle of Singaporean, their lifestyle is affected by the western culture especially for the younger people and affected by the world market and universal fashion trend so they are the fusionism market in the ASEAN community and they always take crew of their health and hygiene a lot.

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Brunei customers Purchasing Decisions They have high purchasing power and willing to buy the high-end and focus on the quality of the products and services. Taste Brunei people have the constraint for their cultures because of the Muslim Culture but they have the up-to-date fashion and take the culture from western countries. Malaysia Customers Purchasing Decision Malaysian people tend to buy the products and services that facilitate them and incline to buy the high-end products and services and focus on the new technology and new innovation Taste There are a lot of races and ethnic groups in Malaysia but the group that always follow the western style always pay much more money to buy the high-end products and services. Indonesian Customers Purchasing Decision The Indonesian people have the gap between the wealth and the poverty and have the price sensitive and dont want the high-end one. Taste The Indonesian consumers have the moderate or average income so they always need to pay for food and beverage much more than others ( 51% of all expenses) and hang-out with their friend at outside of their homes.

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Philippines Customers Purchasing Decision They dont want to buy the high-end but they always buy the private Label and have different tastes according to their revenues that they earn and they always think about their health and wellness and hygiene. All of the customers behaviors above always take care of their health , hygiene, and want the up-to-date products and services and think about the quality of the products or services and the health-related product offers so the serviced apartment should offer the health-related offer to them. Vietnamese Customers Vietnam is a big country that have a lot of regions in the country ,the behavior of buyers are differ according to the region that each group dwell. The Northern Vietnam focus on the price and the Middle Vietnam focus on the quality of the products and the Southern Vietnam focus on the benefit that they might get (benefit sought) The new generation of Vietnam peoples especially the working group which sensitive to the world market trend. Burmese, Laotian, Cambodian The Purchasing Power among these countries are not too high so they always occasion the benefit sought and have less choice to choose. The taste of these countries looks like the taste of Thai people because of the culture and traditions.

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The Demographic Segment

Demogrphic Segmentatio Variable

Occupation

Religious Family Life Cycle Size of Family Age

Income

The Segmentation Approach based on Occupation and Income and Family According to the Marketer Magazine mentioned that the demographic data of the Thonglor road are as following; (1) Population Size equals to 45,633 persons (2) Household Size equals 22,942 households (3) Density of population 6,464/ 1square kilometers. The occupation of the customers of the serviced apartment always be the business person and the expatriates who relocate to work in Bangkok. ( GHB journal) so the occupation of the expatriates are as following (1) Operation Managers (2) Lectures and Instructors (3) Accountancy and Lawyers (4) Business (5) Managing Director. Moreover, the expatriates who works in the field of investment Thailand are as followings; (1) Operation and Production Manager (2) Computer Engineering (3) Architecture (4) Managing Director and Top Management (5) Operation Staff(Source: The Ministry of Labor, Thailand) In addition, the research Industrial Council Thailand and Faculty of Business administration, Sripathum University mentioned that the expatriates in Thailand have the high income and most of them are the professional who work as the top managers in the organization so from the latest survey in 2010/2011 showed that mot of the expatriates always gain the salary more that 300,000 baht; moreover, they get the medical welfares educational welfares for their families. (Source: Thai PBS)

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As mentioned in earlier pages the Japanese expatriates are the main expat group in Thailand and Bangkok. According to the data from the Japanese embassy of Thailand shows that so the reasons of staying in Thailand of Japanese expatriates are as followings; Reasons of Staying in Thailand 1. The Japanese who work for Number of Expat based on reasons 35,019 persons

Japanese Business Organization with their family members. 2. The Japanese who work in Mass Communication fields with their family members. 3. Personal SMEs and entrepreneurs 4. Students and Researchers 5. Government staff with their family members. 6. Long-term settle down 7. Others Total 1,019 persons 1,019 persons 47,251 1,819 persons 2,285 persons 668 persons 203 persons

Moreover, mentioned that the groups of expats who dont have the family members are also the market for serviced apartment in Bangkok , this group of expats works as the staff for business organization and gain the revenues more than 50,000$ per year. .

Source: The Thesis on the topic Expectation and Satisfaction toward the Qualification of Thai Graduates in Japanese Studies, National Institute of Development Administration (NIDA) and the GHB journal and the thesis on the selection of the guest house among the foreign people by

Demographic segmentation of ASEAN Customers

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According to the classification of the world bank , the world bank classified the revenues of ASEANERS in to 5 categories as per following (1) High Income Earning (2) High- Average Income Earning (3) Average-Low Income Earning (4) Low Income so if the ASEAN

community open in coming 2015 the target market should be Singaporean and Brunei people .

The demographic (Age) structure of AEANERS are the working age ( age of 15-64 years old) so there are 60-77 percents of a whole ASEAN community so this is the thing that fits to many business especially for serviced apartment business because it may increase the number of working expatriates ; moreover, the working age can earn much more money and have the purchasing power to buy the products or services and they want to find the things that different from the usual products and services that they use so they dare to accept a new things different.

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Psychographic Segmentation Psychographic Segmentation is the segment based on the psychology and demographic so this segmentation approach refers to lifestyle, personality, cultures and traditions. As mentioned earlier the consumer behaviors in Thonglor they have the specific identification in their lifestyles , they are the Trend Setters so the products and services that they need should have the identity that they like and they always concern about the Brand Image. Targeting

Target Market
Geographic Demographi c

Behavior Psychograph ic

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Demogrphic Segmentatio Variable

Occupation Reigion

Family Age Size of Family

Income

We target by implementing the demographic segmentation strategy because we concern about the market size ( This market size equals to 35,019 persons so this is the biggest market size among expats) because the main expat groups in Bangkok are the Japanese expat groups so if we focus on the Japanese expat group they are the business persons in the organization and they have the family member with them so we target the Japanese expatriates with their families as a main target group and followed by the expats who stay alone and dont have the family and have high purchasing power.

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Positioning and Differentiation Normally the quality of service of the service business depends on the quality of the appearance products such as cleanliness of the property, location and atmospheres, quality of amenities, and the quality and responsiveness of people (service providers).

Moreover, we concern about the differentiation of our products and services, there are lot of the competitors in Bangkok so we must be differ from each other by implementing the service innovation According to Nattaporn Puripanyawanich mentioned that service innovation is a new process of the service operation in order to deliver the value to the customers so the service innovation is a differentiation strategy that many organizations implement for creating more loyalty customers so we need to create the service innovation strategy by getting the Information Technology to deliver the value to the customers by applying the Application on customers tablets , smart phones , the application that we use is to receive the customers order so the customers can order the services in advance via Application although the customers are outside

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of the apartments premise so the competitors are not using this strategy; moreover, we can promote the information through this application to the customers. Marketing Mix Marketing Mix is a tools that is used to control the business, this is a tool thats used for delivering the value to the target customers that are comprised with 1) Product 2) Place 3) Price 4) Promotion 5) People 6) Process 7) Physical Evidence Products and services The products and services are classified as followings (1) Wide range of rooms within room facilities such as Kitchen set, Ipod dock, Internet TV, Bed, Wardrobe (2) Fitness Center, (3) Business Center and Meeting Facilities for business customers (4) Jacuzzi (5) Internet Wi-Fi throughout the premise (6) Kids Club for the families who has their own children (7) Minimart and Grocery Shop. (8) Swimming Pool with pool side bar (9) Sauna Room. (10) Coffee shop. Place This part relates about the Location, Delivering the tangible products to the customers. According to Service Marketing (2011), mentioned that the place of the service business is to deliver to tangible products to the potential customers and the most common strategy that service business always do are (1) Direct Sales (2) Sales via intermediaries The apartment implements the direct sales by getting the salesperson to walk-in the

Japanese Company in order to sales the rooms and facilities directly to the business customers, this approach the salespersons are able to control the sales process and service process and able to get the feedback in return immediately. In addition, the apartment can get the Agents who are the intermediary for selling the rooms and facilities to the potential customers so the apartment get the agent website which are the intermediary for our products to the Japanese Expats who are seeking the housing in Bangkok such as Kobayashi.com, Plus Property.com ; moreover, in the future the ASEAN community will be opened so we might get the agency who act as the intermediary to promote our apartment to

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the ASEANERS especially Singaporean nd Brunei people who have the high purchasing power for serviced apartment. Moreover, our location is a key main thing, our apartment is located on the Main Thonglor road across from Camillian Hospital where is the customers are able to access easily. Price We pricing based on the costs and expenses in order to avoid the loss but our room rates are not too high when comparing with other competitors. Promotion We promote ( Communicate ) via advertisement, giving some souvenir, leaflet, Billboard and Notice in the front of the premise and publicity via the application for the in-house customers and utilize the Free social media such as FaceBook, YouTube, Instragram and our ECommerce website. Physical Evidence This physical evidence refers to the cleanliness, decoration, facilities layout, textures and color using of the premise. In this case may refer to the quality of the facilities and amenities of the apartment. People People can be referred the service providers so this is the main reputation of our Apartment because we offer the butler position instead of the housekeeper position. Butler is the one who serve the customers closer than the normal housekeeper such as cleaning the room, print out the document, setting up the facilities , washing the clothes, dishes and so on while the other competitors have no the exceptional butler. Process We have the application so the customers can order the services from the application and the butler will complete the service immediately although the customers are outside of the

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premise so this is the Customer Relation Management (CRM) program that collect the data from the customers in order to serving them.

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Sales Forecast Room Type A = 38 Rooms, Room Type B = 12 Rooms, Room Type C= 8 Rooms The Year Begin Year1
Jan Room Type A Sale @ room TOTAL 185,000 26 4,810,00 0 Feb 185,000 26 4,810,00 0 Mar 185,000 26 4,810,00 0 Apr 185,000 24 4,440,00 0 May 185,000 24 4,440,00 0 Jun 185,000 24 4,440,00 0 Jul 185,000 25 4,625,00 0 Aug 185,000 25 4,625,00 0 Sep 185,000 25 4,625,00 0 Oct 185,000 26 4,810,00 0 Nov 185,000 26 4,810,00 0 Dec 185,000 26 4,810,00 0 56,055,00 0 Annual Totals 2,220,000

Room Type B Sale @ room TOTAL

150,000 12 1,800,00 0

150,000 12 1,800,00 0

150,000 12 1,800,00 0

150,000 10 1,500,00 0

150,000 10 1,500,00 0

150,000 10 1,500,00 0

150,000 11 1,650,00 0

150,000 11 1,650,00 0

150,000 11 1,650,00 0

150,000 12 1,800,00 0

150,000 12 1,800,00 0

150,000 12 1,800,00 0

1,800,000

20,250,00 0

Room Type C Sale @ room TOTAL

100,000 5 500,000

100,000 5 500,000

100,000 5 500,000

100,000 5 500,000

100,000 5 500,000

100,000 5 500,000

100,000 5 500,000

100,000 5 500,000

100,000 5 500,000

100,000 5 500,000

100,000 5 500,000

100,000 5 500,000

1,200,000

6,000,000

Monthly totals:

7,110,00 7,110,00 7,110,00 0 0 0 Q1 more than 70%

6,440,00 0

6,440,00 6,440,00 0 0 Q2 about 65%

6,775,00 0

6,775,00 6,775,00 0 0 Q3 about 68%

7,110,00 0

7,110,00 7,110,00 0 0 Q4 about 70%

82,305,00 0

The increase in Foreign Direct Investment (FDI) and the political stability during the past two to three years are main drivers of demand for serviced apartments. Many foreign investors may be new to investing in Thailand and are in the development stage of their businesses, but it is a good sign for the future of the serviced apartment business in Bangkok. The global economic slowdown has directly affected company budgets for staff accommodation and is driving people towards lower-cost residences, such as

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condominiums for lease and apartments for foreigners in the City Area; moreover, most of serviced apartment try to renew the contract with the existing customers.

Year 2
12-month Sales Forecast Jan Room Type A Sale @ room TOTAL 185,000 30 5,550,000 Feb 185,000 30 5,550,000 Mar 185,000 30 5,550,000 Apr 185,000 32 5,920,000 May 185,000 32 5,920,000 Jun 185,000 32 5,920,000 Jul 185,000 34 6,290,000 Aug 185,000 34 6,290,000 Sep 185,000 34 6,290,000 Oct 185,000 36 6,660,000 Nov 185,000 36 6,660,000 Dec 185,000 36 6,660,000 73,260,000 Annual Totals 2,220,000

Room Type B Sale @ room TOTAL

150,000 13 1,950,000

150,000 13 1,950,000

150,000 13 1,950,000

150,000 14 2,100,000

150,000 14 2,100,000

150,000 14 2,100,000

150,000 15 2,250,000

150,000 15 2,250,000

150,000 15 2,250,000

150,000 16 2,400,000

150,000 16 2,400,000

150,000 16 2,400,000

1,800,000

26,100,000

Room Type C Sale @ room TOTAL

100,000 5 500,000

100,000 5 500,000

100,000 5 500,000

100,000 6 600,000

100,000 6 600,000

100,000 6 600,000

100,000 7 700,000

100,000 7 700,000

100,000 7 700,000

100,000 8 800,000

100,000 8 800,000

100,000 8 800,000

1,200,000

7,800,000

Monthly totals:

8,000,000

8,000,000 8,000,000 Q1 about 80%

8,620,000

8,620,000 8,620,000 Q2 about 85%

9,240,000

9,240,000 9,240,000 Q3 about 90%

9,860,000

9,860,000 9,860,000 Q4 about 95%

107,160,000

During the year 2014 and 2015, most of the FDI tend to relocate the resources to ASEAN community and Bangkok and most of those FDI still develop their projects in Bangkok; then, it brings about the increasing of the expatriates in Thailand.

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Year 3
12-month Sales Forecast Jan Room Type A Sale @ room TOTAL 185,000 38 7,030,000 Feb 185,000 38 7,030,000 Mar 185,000 38 7,030,000 Apr 185,000 38 7,030,000 May 185,000 38 7,030,000 Jun 185,000 38 7,030,000 Jul 185,000 38 7,030,000 Aug 185,000 38 7,030,000 Sep 185,000 38 7,030,000 Oct 185,000 38 7,030,000 Nov 185,000 38 7,030,000 Dec 185,000 38 7,030,000 84,360,000 Annual Totals 2,220,000

Room Type B Sale @ room TOTAL

150,000 16 2,400,000

150,000 16 2,400,000

150,000 16 2,400,000

150,000 16 2,400,000

150,000 16 2,400,000

150,000 16 2,400,000

150,000 16 2,400,000

150,000 16 2,400,000

150,000 16 2,400,000

150,000 16 2,400,000

150,000 16 2,400,000

150,000 16 2,400,000

1,800,000

28,800,000

Room Type C Sale @ room TOTAL

100,000 8 800,000

100,000 8 800,000

100,000 8 800,000

100,000 8 800,000

100,000 8 800,000

100,000 8 800,000

100,000 8 800,000

100,000 8 800,000

100,000 8 800,000

100,000 8 800,000

100,000 8 800,000

100,000 8 800,000

1,200,000

9,600,000

Monthly totals:

10,230,000

10,230,000 10,230,000 Q1 about 100%

10,230,000

10,230,000 10,230,000 Q2 about 100%

10,230,000

10,230,000 10,230,000 Q3 about 100%

10,230,000

10,230,000 10,230,000 Q4 about 100%

122,760,000

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Year 4
12-month Sales Forecast Jan Room Type A Sale @ room TOTAL 185,000 38 7,030,000 Feb 185,000 38 7,030,000 Mar 185,000 38 7,030,000 Apr 185,000 38 7,030,000 May 185,000 38 7,030,000 Jun 185,000 38 7,030,000 Jul 185,000 38 7,030,000 Aug 185,000 38 7,030,000 Sep 185,000 38 7,030,000 Oct 185,000 38 7,030,000 Nov 185,000 38 7,030,000 Dec 185,000 38 7,030,000 84,360,000 Annual Totals 2,220,000

Room Type B Sale @ room TOTAL

150,000 16 2,400,000

150,000 16 2,400,000

150,000 16 2,400,000

150,000 16 2,400,000

150,000 16 2,400,000

150,000 16 2,400,000

150,000 16 2,400,000

150,000 16 2,400,000

150,000 16 2,400,000

150,000 16 2,400,000

150,000 16 2,400,000

150,000 16 2,400,000

1,800,000

28,800,000

Room Type C Sale @ room TOTAL

100,000 8 800,000

100,000 8 800,000

100,000 8 800,000

100,000 8 800,000

100,000 8 800,000

100,000 8 800,000

100,000 8 800,000

100,000 8 800,000

100,000 8 800,000

100,000 8 800,000

100,000 8 800,000

100,000 8 800,000

1,200,000

9,600,000

Monthly totals:

10,230,000

10,230,000 10,230,000 Q1 about 100%

10,230,000

10,230,000 10,230,000 Q2 about 100%

10,230,000

10,230,000 10,230,000 Q3 about 100%

10,230,000

10,230,000 10,230,000 Q4 about 100%

122,760,000

From this year on, these are the official years of ASEAN Economics Community so, there are the free flows of the skilled labor and free flows of the investment , there are the ASEAN FDI and other FDI from non-ASEAN community so it brings about the full occupancy rates of the serviced apartment because f the increasing of the expat .

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Year 5
12-month Sales Forecast Jan Room Type A Sale @ room TOTAL 185,000 38 7,030,000 Feb 185,000 38 7,030,000 Mar 185,000 38 7,030,000 Apr 185,000 38 7,030,000 May 185,000 38 7,030,000 Jun 185,000 38 7,030,000 Jul 185,000 38 7,030,000 Aug 185,000 38 7,030,000 Sep 185,000 38 7,030,000 Oct 185,000 38 7,030,000 Nov 185,000 38 7,030,000 Dec 185,000 38 7,030,000 84,360,000 Annual Totals 2,220,000

Room Type B Sale @ room TOTAL

150,000 16 2,400,000

150,000 16 2,400,000

150,000 16 2,400,000

150,000 16 2,400,000

150,000 16 2,400,000

150,000 16 2,400,000

150,000 16 2,400,000

150,000 16 2,400,000

150,000 16 2,400,000

150,000 16 2,400,000

150,000 16 2,400,000

150,000 16 2,400,000

1,800,000

28,800,000

Room Type C Sale @ room TOTAL

100,000 8 800,000

100,000 8 800,000

100,000 8 800,000

100,000 8 800,000

100,000 8 800,000

100,000 8 800,000

100,000 8 800,000

100,000 8 800,000

100,000 8 800,000

100,000 8 800,000

100,000 8 800,000

100,000 8 800,000

1,200,000

9,600,000

Monthly totals:

10,230,000

10,230,000 10,230,000 Q1 about 100%

10,230,000

10,230,000 10,230,000 Q2 about 100%

10,230,000

10,230,000 10,230,000 Q3 about 100%

10,230,000

10,230,000 10,230,000 Q4 about 100%

122,760,000

(Sources: Colliers International and Kasikorn Research Center)

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Conclusion Marketing is the approach that to offer the value to the potential customers and how to maintain the customers with us and creations of the loyalty customers so we must take care and satisfy the customers at all times; however, the marketing is always affected by the internal and external so the external are the threats that could affect the marketing. The first thing that to create the serviced apartment or other kinds of the apartment is to surveying of the market needs in the location of the apartment that will be built and we can position ourselves rightly for the target market so the biggest market for serviced apartment business is in Bangkok that are place that has a lot expats that prefer to choose to stay in the serviced apartment ;then, the factors that brings about the incoming of the expatriates in Bangkok are the economic factors and political factors because these expatriates always come with the Foreign Direct Investment(FDI) from other countries in Bangkok so the FDI policy of the Thai Government and Political problems that could brings about the decreasing of the expatriates and occupancy rates ; furthermore, the social and environmental factors may bring about the increasing of the occupancy rates such as the flooding in Thailand so the victims of the flood moved to stay in the serviced apartment in Bangkok in the non-flooded areas and the technology factors such as the opportunities from 3G factors that facilitates the marketing activities such as E-commerce Website, Application on tablets, smart phones and free social networks such as FaceBook, YouTube and Instragram application. In addition, the main our target markets are the Japanese expats who come along with their family members so this is the biggest market size of the market segments ( 35,019 persons and have high purchasing power) and they always stay in Thonglor road; moreover, the ASEAN Econmics Community will be opened in the coming 2015 so there are the opportunities for us and serviced apartment business that to get more customers so these are the silver line for serviced apartment business so the our ASEAN customer could be he Singaporean and Brunei because they have high purchasing power. Our competitors are the direct and indirect competitors such as the rival serviced apartment in the same area and so we need to differentiate ourselves from other competitors. We differ from the condominium because we have the advantage about the service providing whle

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the condominium cant offer the full range of services like serviced apartment ; for example, if the customers have the problems about the in-room equipment the condominium staff dont have the right to fix anything while the serviced apartment staff willing to assist the customers Moreover, we have the butlers who offer the personalized service to all rooms and we have the application for them to contact and promote the serviced apartment for the customers and get the information of the customers to create the Customer Relations Management.

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Chapter 4 Investment Cost

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Investment Cost
Pre- Operating Land Transfer fee Total 128,000,000Baht (1 Square yard) 2,560,000 Baht 130,560,000Baht

References: http://www.nakornthong.com/ http://www.hometophit.com Investment cost Cost per each Investment cost - Land (1 Square yard= 320,000Baht) Transfer fee (Land x 2%) Apartment label (3mx1.5m) The plumbing fixtures(include TAX) Electronic fixtures (100Amp) 100 Amp Insurance (100KV for High voltage meter) Insurance for using electronic Electronic Install all buried (2,500 space) Telephone fixture Cabal (4m per each) total 80 phones Telephone Surge Protection Box (8,000per24phones) - Telephone install fee (distance 11km-200km) - WIFI, WLan and phone (80space) - Phone (80 phones) - CCTV install fee (20 units) - CCTV (20 units) (99,000per16units) - Construction of building (including labor cost, swimming pool, etc.) Furniture and decorate inside-room cost Room type A (38 rooms) - Kitchen Zone - Living room - Bathroom - Bedroom Room type B (12 rooms) - Kitchen Zone Total cost (Baht) 128,000,000 2,560,000 30,000 727,600 37,200 30,000 40,000 105,000 675,000 153,600 32,000 300 40,000 207,200 60,000 198,000 228,008,000

400 Square yard

680,000+7% 300 400 270 480 8,000

500 2,590 3,000 99,000

197,160 128,755 120,387 480,250 199,540

7,492,080 4,892,690 4,574,706 18,249,500 2,394,480

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- Living room - Bathroom - Bedroom Room type C (8 rooms) - Kitchen Zone - Living room - Bathroom - Bedroom Office furniture and equipments - Office table set - Furniture set - Computer set 27-inch iMac Apple Wireless Keyboard Apple Magic Mouse - Printer brother MFC-9970CDW - Fax Machine FAX-2820 Fitness equipment Other equipment Air condition - Samsung Vivaldi Inverter (ASV24 ESWMNXST) 24,000 BTU, including install cost (210 units) De-aerator - Samsung / SA605CBXST (80 units) CS-D50DB4Q (CU-D50DBQ7) (6.0HP) Cassette Type Neat Installation and 4-Way Airflow Comfort (15 units) Television

63,440 120,387 284,120 189,540 47,735 120,387 102,960 75,000 45,000 66,900 2,390 2,390 39,900 6,990

761,280 1,444,644 3,409,440 1,516,320 381,880 963,096 823,680 75,000 45,000 66,900 2,390 2,390 39,900 6,990 1,756,565

38,400

8,064,000

4,900

392,000

99,750

1,496,250

129,990 55 inch HX925 Series BRAVIA Full HD 3D *1 TV (70 units) - 40 inch NX720 Series BRAVIA Full HD 3D *1 TV (62 units) Total investment cost Reference: 47,240

9,099,300 2,928,880

531,783,261

http://www.mwa.co.th/ewt_news.php?nid=301&filename=index http://www.pea.co.th/th/services/services_fee_rates.htm http://www.eakpai.com/index.php/2011-03-08-05-20-37.html http://www.telepart.net/

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http://www.bd.co.th/service.php http://sabuy.sanook.com/product/6956201?utm_source=priceza.com&utm_mediu m=productlisthttp://www.cctvbangkok.com/ http://www.shoppingbycom.com/%E0%B8%81%E0%B8%B2%E0%B8%A3%E 0%B8%9E%E0%B8%B1%E0%B8%92%E0%B8%99%E0%B8%B2%E0%B8% 87%E0%B8%B2%E0%B8%99/contractors.html http://www.srangsookjai.com/index.php?lay=show&ac=article&Id=538802004 Location Thonglor road, Bangkok, Thailand

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Layout and Facility The 7-storey U-shaped building

The one with the front office, mini-mart, coffee shop, and a customer management (zero rent), and the service. A grade 2-3 class room C, the room is 4-5 grade B, grade 6-7 and grade rooms A. What deck is decorated with plants to shady corner benches for residents to relax. And the facilities (pool, gym) to support the top. For privacy and convenience of the residents. Building a modern style, adding a little touch of sweetness. White plus gray. To make sense to stay clean. Decorated with shady trees because the Bangkok area, which is a rare tree in our apartment, so it makes a difference, like the forest in the middle of the city so that residents feel most, relaxed. Parking is separate to the building. Beauty and the noise (car audio, car to car) to the residents.

Floor Plan

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Room Type Grade A

Grade B

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Grade C

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Machine/Tools/ Equipments Room type A Kitchen zone

This kitchen is u shape and has cabinet in the down that make you easy to catch something that you want and it can use to be counter bar too. Reference: http://onlinecatalogueasia.ikea.com/TH/th/Range_Brochure_Kitchen/ Living room zone Sofa

Large and deep seat was comfortable and backrest supports your back well. Give the soft touch and is durable and easy to careful. Reference: http://www.ikea.com/webapp/wcs/stores/servlet/InterestItemDisplay?storeId=44&langId=-55

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TV cabinet

In the front of cabinet made from safety glass. Do not block the remote control signal or control electronics. Leg of cabinet can adjustable so it can put on uneven areas. Reference: http://www.ikea.com/webapp/wcs/stores/servlet/InterestItemDisplay?storeId=44&langId=-55 Carpet

This carpet is tightly woven wool and can give the soft touch of the foot and can reduce noise well. Reference: http://www.ikea.com/webapp/wcs/stores/servlet/InterestItemDisplay?storeId=44&langId=-55

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Lamp

The fabric lamp can provide soft lighting. Reference: http://www.ikea.com/webapp/wcs/stores/servlet/InterestItemDisplay?storeId=44&langId=-55 Blinds

The blinds have 250 cm in length but if you want the short one you can easy to cut it by the scissors and keep the seam by use adhesive tape. Reference: http://www.ikea.com/webapp/wcs/stores/servlet/InterestItemDisplay?storeId=44&langId=-55 Bed cover

Can use to be large blanket or can be bedspreads for single bed. Reference: http://www.ikea.com/webapp/wcs/stores/servlet/InterestItemDisplay?storeId=44&langId=-55

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Pillow

Pillows feather give the feeling full, soft and flexible like you have a good night. Reference: http://www.ikea.com/webapp/wcs/stores/servlet/InterestItemDisplay?storeId=44&langId=-55 Extra Chair

This chair is extra wide seat it can squat on the seat comfortably. Reference: http://www.ikea.com/webapp/wcs/stores/servlet/InterestItemDisplay?storeId=44&langId=-55

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Bedroom

Included: - Bed 6 feet - 2 Bedside cabinets - Wardrobe - Vanity Reference: http://www.udomfurniture.co.th/shop/%E0%B8%AB%E0%B9%89%E0%B8%AD%E0%B8%8 7%E0%B8%99%E0%B8%AD%E0%B8%99/%E0%B8%8A%E0%B8%B8%E0%B8%94%E0 %B8%AB%E0%B9%89%E0%B8%AD%E0%B8%87%E0%B8%99%E0%B8%AD%E0%B8% 99%E0%B8%AB%E0%B8%A5%E0%B8%B8%E0%B8%A2%E0%B8%AA%E0%B9%8C.ht ml

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Bathroom Mirror

Width: 60 cm Depth: 11 cm Height: 78 cm Max / tracks: 2 kg Reference: http://www.ikea.com/webapp/wcs/stores/servlet/InterestItemDisplay?storeId=44&langId=-55 Laundry cabinet

Width: 40 cm Depth: 38 cm Height: 194 cm Reference: http://www.ikea.com/webapp/wcs/stores/servlet/InterestItemDisplay?storeId=44&langId=-55

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Light

The light shines steadily suitable for installation in front of the mirror and sink.

Lamp is light distribution so the lighting will throughout. Reference: http://www.ikea.com/webapp/wcs/stores/servlet/InterestItemDisplay?storeId=44&langId=-55 Basin with 4 drawers

Drawers made from real wood the surface coated with melamine so it resistant to scratches as well. Reference: http://www.ikea.com/webapp/wcs/stores/servlet/InterestItemDisplay?storeId=44&langId=-55

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Corner shelf

Cleaning by use a soft cloth moistened with water or water mixed with a mild soap to wipe clean cant use abrasive cleaners. Reference: http://www.ikea.com/webapp/wcs/stores/servlet/InterestItemDisplay?storeId=44&langId=-55 The hanging back of the door

Hang it up to the door for hanging or storage. The rear door panels prevent scratching. Reference: http://www.ikea.com/webapp/wcs/stores/servlet/InterestItemDisplay?storeId=44&langId=-55

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Fabric shower curtains

Polyester fabrics coated prevent the water. Reference: http://www.ikea.com/webapp/wcs/stores/servlet/InterestItemDisplay?storeId=44&langId=-55 Jacuzzi

Jacuzzi tub is not in use on a large scale, rounded down to 160 cm between the two is the amount of water and compressed air. And adjust to the new pressure. Reference: http://www.treetouch.com/index.php?lay=show&ac=article&Id=538818602

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Toilet boil

Reference: http://www.atsiam.com/reviews/review_detail.asp?RV_ID=6355&LANG=th

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Room type B Kitchen zone

In this set include cabinet, Hanging cabinet, cooker hood, oven, microwave and some tool that are nessesory. Reference: http://onlinecatalogueasia.ikea.com/TH/th/Range_Brochure_Kitchen/ Living room zone TV cabinet

This TV cabinet used for mounting flat screen LCD TVs 37 to 60 inches and have many shelf for drawer. Have many cabinet sizes can choose a size that fits the space available for efficient to use of space. Reference http://www.ikea.com/webapp/wcs/stores/servlet/InterestItemDisplay?storeId=44&langId=-55

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Sofa

Large and deep seat was comfortable and backrest supports your back well. Give the soft touch and is durable and easy to careful. Reference http://www.ikea.com/webapp/wcs/stores/servlet/InterestItemDisplay?storeId=44&langId=-55 Carpet

This carpet is nylon carpet wool blend skin soft and very durable. It is tightly woven wool and can give the soft touch of the foot and can reduce noise well. Reference http://www.ikea.com/webapp/wcs/stores/servlet/InterestItemDisplay?storeId=44&langId=-55 Lamp

The light shines through the bamboo spokes it make a beautiful shadow on the wall. Reference http://www.ikea.com/webapp/wcs/stores/servlet/InterestItemDisplay?storeId=44&langId=-55

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Extra chair

This chair can take a rest comfortably because this chair has the high backrest that can support the neck well. Reference http://www.ikea.com/webapp/wcs/stores/servlet/InterestItemDisplay?storeId=44&langId=-55 Pillow

Pillows feather give the feeling full, soft and flexible like you have a good night. Reference http://www.ikea.com/webapp/wcs/stores/servlet/InterestItemDisplay?storeId=44&langId=-55 Blinds

The blinds have 250 cm in length but if you want the short one you can easy to cut it by the scissors and keep the seam by use adhesive tape.

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Bathroom Mirror

Width: 60 cm Depth: 11 cm Height: 78 cm Max / tracks: 2 kg Reference: http://www.ikea.com/webapp/wcs/stores/servlet/InterestItemDisplay?storeId=44&langId=-55 Laundry cabinet

Width: 40 cm Depth: 38 cm Height: 194 cm Reference: http://www.ikea.com/webapp/wcs/stores/servlet/InterestItemDisplay?storeId=44&langId=-55

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Light

The light shines steadily suitable for installation in front of the mirror and sink.

Lamp is light distribution so the lighting will throughout. Reference: http://www.ikea.com/webapp/wcs/stores/servlet/InterestItemDisplay?storeId=44&langId=-55 Basin with 4 drawers

Drawers made from real wood the surface coated with melamine so it resistant to scratches as well. Reference: http://www.ikea.com/webapp/wcs/stores/servlet/InterestItemDisplay?storeId=44&langId=-55

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Corner shelf

Cleaning by use a soft cloth moistened with water or water mixed with a mild soap to wipe clean cant use abrasive cleaners. Reference: http://www.ikea.com/webapp/wcs/stores/servlet/InterestItemDisplay?storeId=44&langId=-55 The hanging back of the door

Hang it up to the door for hanging or storage. The rear door panels prevent scratching. Reference: http://www.ikea.com/webapp/wcs/stores/servlet/InterestItemDisplay?storeId=44&langId=-55

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Fabric shower curtains

Polyester fabrics coated prevent the water. Reference: http://www.ikea.com/webapp/wcs/stores/servlet/InterestItemDisplay?storeId=44&langId=-55 Jacuzzi

Jacuzzi tub is not in use on a large scale, rounded down to 160 cm between the two is the amount of water and compressed air. And adjust to the new pressure. Reference: http://www.treetouch.com/index.php?lay=show&ac=article&Id=538818602

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Toilet boil

Reference: http://www.atsiam.com/reviews/review_detail.asp?RV_ID=6355&LANG=th

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Bedroom Bed

Bed made from carved teak 5 feet Reference:

http://www.udomfurniture.co.th/shop/%E0%B8%AB%E0%B9%89%E0%B8%AD%E0%B8%87%E0%B8%99 %E0%B8%AD%E0%B8%99/%E0%B9%80%E0%B8%95%E0%B8%B5%E0%B8%A2%E0%B8%87%E0%B8%99 %E0%B8%AD%E0%B8%99/%E0%B9%80%E0%B8%95%E0%B8%B5%E0%B8%A2%E0%B8%87%E0%B8%AB %E0%B8%A5%E0%B8%B8%E0%B8%A2%E0%B8%AA%E0%B9%8C.html

Wardrobe

Reference: http://www.udomfurniture.co.th/shop/

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Bedside cabinet

Reference: http://www.udomfurniture.co.th/shop/%E0%B8%AB%E0%B9%89%E0%B8%AD%E0%B8%8 7%E0%B8%99%E0%B8%AD%E0%B8%99/%E0%B8%95%E0%B8%B9%E0%B9%89%E0% B8%82%E0%B9%89%E0%B8%B2%E0%B8%87%E0%B9%80%E0%B8%95%E0%B8%B5% E0%B8%A2%E0%B8%87/%E0%B8%95%E0%B8%B9%E0%B9%89%E0%B8%82%E0%B9 %89%E0%B8%B2%E0%B8%87%E0%B9%80%E0%B8%95%E0%B8%B5%E0%B8%A2%E0 %B8%87-ud94.html

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Room type C Kitchen zone

You can do everything here cook, eat, bake, surf and play. Because when space is small, ideas get bigger. Like a drop-leaf table that folds down when youre not eating. And the tablet storage on the wall. Reference: http://www.ikea.com/th/en/catalog/categories/departments/kitchen/roomset/20132_kiro02j/ Living room zone Sofa

Generous seating series with a soft, deep seat and comfortable support for your back. Reference: http://www.ikea.com/th/en/catalog/products/S69908184/

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TV cabinet

Vents at the top of the TV bench; helps improve air circulation around electronic components. Reference: http://www.ikea.com/th/en/catalog/products/20188789/#/30174616 Carpet

The dense, thick pile provides a soft and warm surface for your feet and also dampens sound. Reference: http://www.ikea.com/th/en/catalog/products/20188789/#/30174616

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Lamp

Gives a soft mood light. Reference: http://www.ikea.com/th/en/catalog/products/20213595/ Curtain

Thin curtain defuses light softly; perfect to use in a layered window solution. Reference: http://www.ikea.com/th/en/catalog/products/90221554/

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Bedspread

The bedspread has a lively texture created by thicker jute threads interwoven into the cotton fabric and looks decorative on your bed. Reference: http://www.ikea.com/th/en/catalog/products/70229419/ Pillow

Support pillow to sit up, recline, relax and read comfortably in bed or on the sofa. Reference: http://www.ikea.com/th/en/catalog/products/20166117/ Extra chair

Easy to keep clean; removable dry-clean cover. Reference: http://www.ikea.com/th/en/catalog/products/00188115/

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Bedroom Bed

Bed made from carved teak 5 feet Reference: http://www.udomfurniture.co.th/shop/%E0%B8%AB%E0%B9%89%E0%B8%AD%E0%B8%8 7%E0%B8%99%E0%B8%AD%E0%B8%99/%E0%B9%80%E0%B8%95%E0%B8%B5%E0% B8%A2%E0%B8%87%E0%B8%99%E0%B8%AD%E0%B8%99/%E0%B9%80%E0%B8%95 %E0%B8%B5%E0%B8%A2%E0%B8%87%E0%B8%A7%E0%B8%B4%E0%B8%84%E0%B 8%95%E0%B8%AD%E0%B9%80%E0%B8%A3%E0%B8%B5%E0%B8%A2.html Wardrobe

Reference: http://www.udomfurniture.co.th/shop/

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Bedside cabinet

Reference: http://www.udomfurniture.co.th/shop/%E0%B8%AB%E0%B9%89%E0%B8%AD%E0%B8%8 7%E0%B8%99%E0%B8%AD%E0%B8%99/%E0%B8%95%E0%B8%B9%E0%B9%89%E0% B8%82%E0%B9%89%E0%B8%B2%E0%B8%87%E0%B9%80%E0%B8%95%E0%B8%B5% E0%B8%A2%E0%B8%87/%E0%B8%95%E0%B8%B9%E0%B9%89%E0%B8%82%E0%B9 %89%E0%B8%B2%E0%B8%87%E0%B9%80%E0%B8%95%E0%B8%B5%E0%B8%A2%E0 %B8%87-1%E0%B8%A5%E0%B8%B4%E0%B9%89%E0%B8%99%E0%B8%8A%E0%B8%B1%E0%B 8%81-1%E0%B8%9A%E0%B8%B2%E0%B8%99%E0%B9%80%E0%B8%9B%E0%B8%B4%E0%B 8%94.html

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Bathroom Mirror

Width: 60 cm Depth: 11 cm Height: 78 cm Max / tracks: 2 kg Reference: http://www.ikea.com/webapp/wcs/stores/servlet/InterestItemDisplay?storeId=44&langId=-55 Laundry cabinet

Width: 40 cm Depth: 38 cm Height: 194 cm Reference: http://www.ikea.com/webapp/wcs/stores/servlet/InterestItemDisplay?storeId=44&langId=-55

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Light

The light shines steadily suitable for installation in front of the mirror and sink.

Lamp is light distribution so the lighting will throughout. Reference: http://www.ikea.com/webapp/wcs/stores/servlet/InterestItemDisplay?storeId=44&langId=-55 Basin with 4 drawers

Drawers made from real wood the surface coated with melamine so it resistant to scratches as well. Reference: http://www.ikea.com/webapp/wcs/stores/servlet/InterestItemDisplay?storeId=44&langId=-55

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Corner shelf

Cleaning by use a soft cloth moistened with water or water mixed with a mild soap to wipe clean cant use abrasive cleaners. Reference: http://www.ikea.com/webapp/wcs/stores/servlet/InterestItemDisplay?storeId=44&langId=-55 The hanging back of the door

Hang it up to the door for hanging or storage. The rear door panels prevent scratching. Reference: http://www.ikea.com/webapp/wcs/stores/servlet/InterestItemDisplay?storeId=44&langId=-55

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Fabric shower curtains

Polyester fabrics coated prevent the water. Reference: http://www.ikea.com/webapp/wcs/stores/servlet/InterestItemDisplay?storeId=44&langId=-55 Jacuzzi

Jacuzzi tub is not in use on a large scale, rounded down to 160 cm between the two is the amount of water and compressed air. And adjust to the new pressure. Reference: http://www.treetouch.com/index.php?lay=show&ac=article&Id=538818602

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Toilet boil

Reference: http://www.atsiam.com/reviews/review_detail.asp?RV_ID=6355&LANG=th

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Fitness

G6421C RT AERO PRO G661 LUXOR Treadmill G235A NDE Elliptical G865M Manual Crosstrainer R306 Regatta G152X Home-Use Training Station SK2000TV Stepper R200TV SK9900TV Recumbent BikeH990TV L800 Abdominal flexor bench Vibration Active power YV16 Vibration Active PowerCombo YV55 Vibration Tactiletonic Pro G225 Vibration Plate V109 Indoor Cycle S3 AB coaster CS3000 AB Circle Pro Rip 60 Bodi Rocker Gym Ball 65 CM.

Units 5 5 5 5 3 2 5 5 2 1 1 1 1 2 1 1 2 2 2

Price 48,000 71,200 16,000 35,000 17,520 43,900 60,000 63,200 19,000 16,900 19,000 15,900 15,215 9,900 5,990 3,900 2,500 1,290 490

Total Price 240000 356000 80000 175000 52560 87800 300000 316000 38000 16900 19000 15900 15215 19800 5990 3900 5000 2580 980

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75 CM. 85 CM. 95 CM. Massage Ball 90 CM. Total

2 2 2 2

590 690 790 900

1180 1380 1580 1800 1756565

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Other equipment Air conditional - Samsung Vivaldi Inverter

Air-conditioning and health care. Get rid of bad bacteria. And destroy the virus. The weather was perfect. Samsung inverter air conditioning technology as many of the Virus Doctor, Filter 80 and Anti-Virus Filter, Zeomic Pre-Filter filters SARS virus infection and avian DNA Filter filter carcinogens Catecchin Filter filter Karen State Route. Green tea extract trap bacteria and air conditioning mode, Intelligent and energy are saving. Reference: http://guaranteelogo.com/air/samsung/samsung_wall_type_inverter.php De-aerator - Samsung / SA605CBXST

Protect the virus spread in the air. Samsung Virus Doctor is the proper way to protect yourself from germs in the air. Thus eliminating the cause of disease in respiratory efficiency, the BAF (Foundation allergies of England) to guarantee efficient in removing allergens of S-Plasma ion the air you breathe clean and healthy. With Samsung Virus Docto. To get rid of the virus. Samsung Virus Doctor removal, malicious virus. The cause of the disease in the respiratory tract to fatal diseases such as swine flu (Influenza A) strain H1N1, and even disease SARS research organizations, academic and proved that S-plasma ion efficiency superior to 99.9% now. You can feel completely safe on the tiny invisible enemy in the air. Reference: http://www.narathiwatsurin.com/home/index.php?option=com_content&view=article&id=126:ai rpurifier-samsung-sa605cbxst&catid=32:airpurifier&Itemid=51

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Television - 55 inch HX925 Series BRAVIA Full HD 3D *1 TV

Powered by Sonys new X-Reality PRO Engine and Intelligent Peak LED technology, the HX925 is one television that definitely redefines home entertainment at its best. Intelligent Peak LED Motionflow XR 800 X-Reality PRO picture engine OptiContrast and CORNING's Gorilla Glass Panel Full HD 3D *1 features a built-in 3D Transmitter and 2x 3D Glasses supplied Wi-Fi Integrated

Reference: http://www.sony.co.th/product/kdl-55hx925?site=hp_en_TH_i

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40 inch NX720 Series BRAVIA Full HD 3D *1 TV

The NX series BRAVIA wraps all of Sonys redefining TV technologies into a stunning looking TV. The striking Monolithic design of the NX series looks great both on and off. Edge LED OptiContrast and CORNING's Gorilla Glass Panel Wi-Fi Integrated Monolithic Design Full HD 3D *1 features a built-in 3D Transmitter X-Reality picture engine

Reference: http://www.sony.co.th/product/kdl-40nx720?site=hp_en_TH_i

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CS-D50DB4Q (CU-D50DBQ7) (6.0HP) Cassette Type Neat Installation and 4-Way Airflow Comfort

- 49,500 Btu/h - Multi-Comfort Air Control - Weekly Timer - Odour Wash - Ecomony Mode

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Multi-Comfort Air Control Newly Developed control technology offers the various selection of fine air blowing angle. Select from the 3-pattern autoswings not to expose to the air directly (total 50-degree swing width). Odour Wash Odour Wash reduces any unpleasant odours produced from the air conditioner&s heat exchanger. Newly Designed Turbo Fan The cassette indoor unit is equipped with a newly-developed turbo fan; the new shape produces low noise and high air flow rate. Selectable Remote Controller (wired or wireless) Customer needs to choose either wired or wireless remote controller. General Information Indoor Model Number Power Source Panel Model Number Outdoor Model Number Cooling Capacity Indoor [kJ/h] Indoor [Btu/h] Current A Power Input kW EER [kJ/hW] Indoor Unit Air Volume m3/min Sound Pressure Level* (Hi/Lo) dB (A) Dimension Indoor (HxWxD) mm Dimension Panel (HxWxD) mm Net Weight Indoor kg Net Weight Panel kg Outdoor Unit Sound Pressure Level* (Hi) dB (A) Dimension Outdoor (HxWxD) mm 56 1,170 x 900 x 320 34.0 47/43 288 x 840 x 840 950 x 950 x 45 30.0 4.5 8.42 7.98 6.20 18.0 52,200 49,500 CS-D50DB4Q 60 [Hz] CZ-BT03P CU-D50DBQ7*

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Net Weight kg Piping Connections Gas Pipe mm (inch) Piping Connections Liquid Pipe mm (inch) Pipe Length Min-Max m Evaluation Difference (CU up)** CU down m Maximum Chargeless Length Max m Additional Gas g/m Operating Range, Outdoor Min-Max oC

83.0 19.05 (3/4) 9.52 (3/8) 7.5 - 50.0 (30.0) 20.0 30.0 25 16 - 43

Reference: http://www.panasonic.com.ph/wps/portal/home/products/homeappliances/airconditionerfan/indu strialairconditioner/cassettetype/CSD50DB4QCUD50DBQ76HP

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Office equipment Office table set

Working table 180 * 90 * 75 cm Side cabinet: 120 * 48 * 70. The drawer 42 * 60 * 65. Low cabinet 180 * 48 * 80. High cabinet 185 * 45 * 165. Reference: http://ong-in-furnish.tarad.com/product-th-537323-2432307-EXC+SERIES.html# Furniture set

Reference: http://www.lannamarket.com/set_of_living-set_field.html

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Computer set - 27-inch iMac

3.2GHz quad-core Intel Core i5 Turbo Boost up to 3.6GHz 8GB (two 4GB) memory 1TB hard drive1 NVIDIA GeForce GTX 675MX with 1GB Reference: http://store.apple.com/th/browse/home/shop_mac/family/imac Apple Wireless Keyboard

Reference: http://store.apple.com/th/browse/home/shop_mac/mac_accessories/mice_keyboards Apple Magic Mouse

Reference: http://store.apple.com/th/browse/home/shop_mac/mac_accessories/mice_keyboards

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Printer brother MFC-9970CDW

Professional Colour Laser Multi-Function Centre with Automatic Double-Sided Printing and Wireless Networking Print, Fax, Copy, Scan, PC Fax with Automatic Double sided, Wired and Wireless networking Reference: http://welcome.brother.com/th-en/products-services/multi-function-centres/mfc-9970cw.html Fax Machine FAX-2820

Compact fax machine with copying capabilities and an integrated handset. Reference: http://welcome.brother.com/th-en/products-services/fax-machines/fax-2820.html

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Depreciation
Month Depreciation Building Kitchen equipments Living Facilities Bathroom equipments Bedroom facilities Office table set Furniture set Computer set Air condition Elevator Television Fitness equipment CCTV Telephone Total Janurary 70,401.07 237,575 5,029.88 5,818.71 18,735.53 62.5 37.5 2,468.33 31,868 1,306.67 40,093.93 5,855.22 660 690.67 420,602.49 February 70,401.07 237,575 5,029.88 5,818.71 18,735.53 62.5 37.5 2,468.33 31,868 1,306.67 40,093.93 5,855.22 660 690.67 420,602.49 March 70,401.07 237,575 5,029.88 5,818.71 18,735.53 62.5 37.5 2,468.33 31,868 1,306.67 40,093.93 5,855.22 660 690.67 420,602.49 April 70,401.07 237,575 5,029.88 5,818.71 18,735.53 62.5 37.5 2,468.33 31,868 1,306.67 40,093.93 5,855.22 660 690.67 420,602.49 May 70,401.07 237,575 5,029.88 5,818.71 18,735.53 62.5 37.5 2,468.33 31,868 1,306.67 40,093.93 5,855.22 660 690.67 420,602.49 June 70,401.07 237,575 5,029.88 5,818.71 18,735.53 62.5 37.5 2,468.33 31,868 1,306.67 40,093.93 5,855.22 660 690.67 420,602.49 July 70,401.07 237,575 5,029.88 5,818.71 18,735.53 62.5 37.5 2,468.33 31,868 1,306.67 40,093.93 5,855.22 660 690.67 420,602.49 August 70,401.07 237,575 5,029.88 5,818.71 18,735.53 62.5 37.5 2,468.33 31,868 1,306.67 40,093.93 5,855.22 660 690.67 420,602.49 September 70,401.07 237,575 5,029.88 5,818.71 18,735.53 62.5 37.5 2,468.33 31,868 1,306.67 40,093.93 5,855.22 660 690.67 420,602.49 October 70,401.07 237,575 5,029.88 5,818.71 18,735.53 62.5 37.5 2,468.33 31,868 1,306.67 40,093.93 5,855.22 660 690.67 420,602.49 November 70,401.07 237,575 5,029.88 5,818.71 18,735.53 62.5 37.5 2,468.33 31,868 1,306.67 40,093.93 5,855.22 660 690.67 420,602.49 December 70,401.07 237,575 5,029.88 5,818.71 18,735.53 62.5 37.5 2,468.33 31,868 1,306.67 40,093.93 5,855.22 660 690.67 420,602.49 Total 844,812.80 2,850,900 60,358.80 69,824.46 224,826.20 750 450 29,620 382,410 15,680 481,127.20 70,262.60 7,920 8,288 5,047,230.06

Some of the equipment has to be calculated for depreciation based on the ministry of finance while some of them must be calculated according to the estimated lifetime and salvage value

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Conclusion
From the cost information, we will make a new building of service apartment in Thonglor road of Bangkok. We need to buy land, building, and equipment such as furniture, computers, telephone, faxes and print machine, television, refrigerators and others. We need money to invest about 531,783,261 Baht. For facility layout, we have one office, one swimming pool, one fitness center, 62 rooms and parking area. For the apartment we have 7 Floors.

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Chapter 5 Operation Analysis

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Operation Analysis
Product Characteristic Premise Planning and Facility Management The good planning for serviced apartment is the thing that facilitates the business running and facilitates and to manage the space properly and the corridor must not be too narrow and wide range of in-room facilities and adequate space for parking lot so the space can be classified into 5 types
o

Residence Zones The residence zone is the room zone for the customers that can be

classified into 3 types with all 62 rooms

Room Type A The room type A normally for the family customers which provide two king size bed in two large master bedroom with dining zone and two balconies and the closet room and pantry or kitchen room and two bathrooms and large Living and Dining room.

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Room Type B The room type B where provides the one large master bedroom and small bedroom and bathroom and kitchen with large balcony and living area so this room is suited for small family or it may be suited for customers who dont have the family.

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Room Type C This room type provides one large master bedroom with the kitchen and large living area with the bathroom and balcony. This room is suited for small family or it may be suited for customers who dont have the family. Fitness Center Zone Not only room providing but also we provide the health and fitness service for the customers at the first floor G6421C RT AERO PRO Hyper-size 12 cm stand post design the durable and firm oval-shaped stand posts reach 12cm! It's the same level with commercial use treadmill.

Except for enhancing the toughness of frame, it could also prevent users from injuries while exercising. 14 pre-set program swarm up and cool down are the basic principles of running training, all the pre-set programs of G6421C treadmill lower the intensity at the beginning and end. It helps you to protect your body while exercising. Every athlete has his/her own goal, and BH integrates the characteristics of different needs to design different training programs with suitable speed and incline setting. Motor 2.25 HP / 5.0HPP Green Power motor Speed 1- 20 km/h Elevation 15 levels Running surface 142 x 50 cm Monitor Blue backlit Grid LCD design Display Information distance/ time/ speed/ incline/

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pulse/ calories/ programs Instant speed keys 2/4/6/8/10/14/16 km/hr

G661 LUXOR Treadmill Luxury, power and comfort combined Homey, Stylish treadmill

AmbilightBlue ambilight effect helps to create a unique ambient atmosphere and fully presents high-tech design. ButtonWith buttons easy to operate for more comfortable exercise Four steps of cushioning system Handrailinnovative design of eagle-wings handrails satisfies your fashionable taste. Body Fat Program Helps to control your figure. HRC Program Ideal to achieve effective cardiovascular exercise. SDS (Soft Drop System) safe vertical unfolding system powered by a hydraulic system to prevent back injuries.

3.5HP motor(peak) 0,8 and 18km/h

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Max. electric incline-15 level Treadmill Length: 190 cm Treadmill Width: 93 cm

Treadmill Height: 135 cm G235A NDE Elliptical Contact pulse measurement system Grip pulse to measure pulse rate during training Recovery test Helps to control your fitness and conditioning through controlled recovery Elliptical movement Brings non-impact C.V. exercise to more than 200 muscles Heart Rate Control (HRC) Allows cardiovascular zones to be targeted during your workout Telemetric pulse measurement system (Chest belt optional) For an accurate and comfortable control of the heart pulse via use of a chest belt

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Handpulse measure system Four machines in oneCombines walking, running, cross training, stair climbing and pushups at the same timeMagnetic brake system

G865M Manual Crosstrainer Oversized LCD monitor Displaying with time, RPM,speed, distance,calories and pulse helps track your workout progress Ergonomic elliptical movement : Brings non-impact C.V.exercise to more than 200 muscles Magnetic brake system : Provides quiet and smooth pedaling Equipped with tension knob with 8 levels : Allows users to select the most suitable workout intensity 20" (50 cm) Stride training: Provides fit stretch to all muscle groups and helps to slim your figure through training the muscles of hips and legs. Ergonomic grips with hand pulse control Enjoy more comfortable exercise and provide accurate pulse measurement

Track and Track structure Combining 3-section assembly structure with heavy duty bearings brings nonimpact exercise to the joints and spinal cord and also arms, abdominals, thighs and hips. Dual tracks - Combining with large-sized pulleys helps balance the pedals and offer greater safety while exercising - Oversized anti-slip foot pedals Transportation wheels Easy to move around the house Lowering the high of the pedal structure : Designed to offer easy access to the machine

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Space-saving structure design Front drive cross trainer (easy access)

Specification Weight: 85 kg Flywheel weight:8 kg L 185cm. / 72.8 W 70cm. / 27.6 H 170cm. / 67

R306 Regatta

Total body stretch movement Aluminum sliding track Exclusive magnetic brake system 8 levels of resistance control Multi Functions Ergonomic saddle

user friendly LCD monitor : Displaying with time, calories, pulse, strokes per minute, total strokes helps you track your workout progress Total body stretch movement: Allows training all muscle groups: arms, legs, abdominals and waist and also provides fit back stretch. Exclusive magnetic brake system : Provides quiet and smooth rowing through multiple tension levels Tension knob with 8 levels: Allows users to select suitable intensity of workout. Aluminum sliding track: Extremely smooth, durable and no rust problem.

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Ergonomic saddle : Comfortable and safe saddle helps users prolong training time Telemetric pulse control (chest belt optional) : For an accurate and comfortable control of the heart rate through the use of a chestbelt Multi Functions: Frontal earflaps allow the possibility to make anaerobic training (i.e. biceps curl).

Specification:

Weight: 26Kg / 57 lbs. Flywheel weight: 5 kg / 11 lbs

Unfolded: Length: 187 cm / 73.6 Width: 58 cm / 22.8 Height: 50 cm / 19.7

Folded: Length: 80 cm / 31.5 Width: 58 cm / 22.8 Height: 133 cm / 52.4

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G152X Home-Use Training Station Specification WEIGHT180 kg / 397 lbs. LENGTH174 cm / 68.5" WIDTH200 cm / 78.7" HEIGHT212 cm / 83.5"

The most complete home-use training station. Combines a multistation with a seated leg press and abdominal flexor with dip Exercise control with a maximum tension of 100 kg / 221 lbs. Ample weight for progressive training. Adjustable seated leg press with holding grips. Maximum comfort and protection while training Foldable seat. The multi-gym takes up very little space Completely streamlined. Greater protection and safety whilst exercising Controlled exercise. Due to its exclusive guided work system, exercise can be done with maximum security Use of CAMS. These profiles help to make the exercise ergonomically Pulley system with bearings. It provides very smooth and direct exercise Special metal protection. Allows quality and rigidity with the best looking design.

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SK2000TV Stepper R200TV

Variable geometry low-impact steps Concealed transportation wheels Top quality finishes on all components The fully featured SK Line monitor and convenient Handpulse Programs: 40 different programs including Fitness Test and HRC Heart Rate Control (for working cardiovascular target areas) HR Monitoring: Monitored pulse control: POLAR hand-grip system and POLAR telemetric system (optional chest-band) Equipped with TV monitor Casing:Painted ABS plastic using automobile technology Technology: Steady rate technology SCT Workload System:Independent workload system

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SK9900TV Recumbent BikeH990TV

Sliding motion and seat inclination controlled by reliable, precision mechanisms Ergonomically designed to provide easier use and total comfort Rear seat fairing. Protection and stylish finish in a single component 2 SF (Double Speed Fan) for a rewarding exercise experience The SK Line frame characteristic feature of a whole concept in fitness Programs: 40 different programs including Fitness Test and HRC Heart Rate Control (for working cardiovascular target areas) On-screen information: Time, distance, calories and pulse rate HR Monitoring: Monitored pulse control: POLAR hand-grip system and POLAR telemetric system (optional chest-band) Equipped with TV monitor Casing:Painted ABS plastic using automobile technology Double comfort handlebar: Comfort with pulse sensors Drive system: Easy maintenance Poly-V belt, with self tensioning system

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2 machines in 1the definitive fitness solution for women Exclusive and unique fitness machine combines the vibration platform's advantages with the benefits of a belt massage machine L70 cm W64 cm H134 cm Weight52 kg

Belt massage machine Helps to relax stiff muscles and sore joints. Ideal for use both before and after exercising. Improves blood circulation. Six speed motor Offers controlled massage settings based on the user and application area.

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3 massage and relax bands. Designed to provide various types of massage to different parts of the body. Plexiglass platform and advanced stable structure. Modern, attractive design for the home. Fully enclosed and top quality material Smooth, quiet operation Indoor Cycle S3 Proven bicycle ergonomics and features, make this bike smooth, elegant and comfortable.

- Adjustable seat (vertical and horizontal) and handlebar (vertical) help users with different body shapes to find the perfect riding position.

- Micro-Adjustable tension control knows provides smooth resistance and easy push-down emergency braking.

- Compact design and build-in transport wheels allow users to work out anywhere, anytime.

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Vibration Plate V109 The new Treo V109 Vibration plated, with their horizontal/ vertical movements, help you lose weight and tone up your whole body. Combined with cardiovascular/ strength routines, a controlled, balanced diet, you will start to look and feel great.

Features Vibration type Color Vibration frequency Programs Speed No. of console Handlebar Horizontal White 20 - 45 Hz 4 (Lower Body, Upper Body, Abdominals and Manual) Speed 1-16 2 Yes

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Ab Coaster CS3000

The flagship product of the Ab Coaster Commercial Series product line has been redesigned for 2010. The new features of the Ab Coaster 3000 include stainless steel rails for an ultra-smooth ride, adjustable hand grips, and a free-style motion seat. FEATURES:

Heavy-Duty Steel Construction Stainless Steel Rails Ultra-Glide Nylon Rollers Sealed Steel Bearings Urethane Molded Foam Arm Pads Adjustable Hand Grips Free-style Motion Seat 450 lb. User Weight Capacity 40 lb. Olympic Weight Capacity Easy-Move Casters Extended Warranty

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Ab Circle Pro The Ab Circle Pro is designed to be less taxing on the lower abdomen region while giving the stomach muscles the same amount of exercise as achieved through conventional modes. It is effectively the treadmill for your abs. Why perform countless crunches and situps when you can gyrate from side to side on the Ab Circle Pro and flatten down your bulging tummy? Washboard abs are what any Ab Circle Pro review promises using a unique friction free track that challenges the lower, middle and side abs while boosting the heart to give you a complete cardio workout. The machine is also designed for obliques and it even acts on the thighs, bums and hip regions. The Ab Circle Pro is fast, fun and relatively simple to use. The Ab Circle Pro also provides you with three resistance levels for more challenging workouts, and it features the much touted Loose Your Love Handles nutrition guide plus a 3 minute long Express Workout DVD.

146

Rip 60

Week 1: Wake Up Your Body :During week 1, you'll prepare your body for the upcoming workouts. You'll learn specific movements to correct common physical imbalances.

Week 2: Hyper Burn :Turn it up in week 2 with a

workout

that

increases your stability and endurance. You'll perform exercises longer and strengthen your stabilizer muscles.

Week 3: Turn and Burn This week is full of exercises that require longer reps for increased endurance. You'll utilize the Optimization Zone principle for your dramatic transformation.

Week 4: Recharge :This week is about recovery. Filled with yoga and tai chi, week 4 will change up your routine and give your body a break.

Week 5: Build it up: This is the beginning of the hypertrophy phase or muscle growth. You'll be introduced to heavier weight with accessories like kettlebells and prepare your body for more power.

147

Week 6: Power and Strength: This week will focus on power moves, introducing faster movements and more reps.

Week 7: Pedal to the Metal: The Explosive Moves DVD utilizes the moves you learned in week 6 and integrates them into longer reps. You'll work in the Optimization Zone again, adjusting your angle to maximize muscle activation.

Week 8: The Peak :This is the finale workout, the DVD that brings it all together. You'll combine the strength, power and endurance you've gained for a timed assessment-the rip:60 combination.

rip:60 Power Yoga Workout DVD : This DVD is designed with lengthening and strengthening moves to improve your overall balance and physical wellbeing. It's perfect for recovery after your 8-week body transformation!

rip:60 for Runners Workout DVD : Strengthen your stabilizer muscles with this DVD designed to enhance your running training. Led by a rip:60 expert, you'll get the expertise you need to train for success!

BodiProBodiRocker

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Product Features

Simultaneously trains total upper body and core to deliver a 2-in-1 fat-burning workout! Offers more than 70 exercises to help you strengthen abs, chest, arms, shoulders and back. Your core stabilizing muscles are engaged to control the rocking and twisting motions offered by Bodi Rocker.

Built-in Bodi Balance Meter with multiple grip positions for full-body toning! Bonus: Includes a set of 10-Minute Workout Cards and a 30-Exercise Workout DVD

149

Gym Ball

Product Description Gym Ball / Exercise Ball/Yoga ball (EN71) _ For shaping, body building and fitness purposes. 1)Material: Non-toxic PVC/Non-toxic Anti-burst PVC; 2)Diameter size: 45cm, 55cm, 65cm, 75cm, 85cm, 95cm 100cm, 120cm150cm; 3)Weights: 550g, 650g, 750g, 850g, 900g, 1000g, 1100g, 1200g-2600g or customerized weights; 4)Color: Any color available or customized color as your minds; 5)Logo print: Can print any of your company's logo on ball and pump; 6)Accessories: Pump( foot and hand) poster chart, disk, etc;

150

DesJoyaux Swimming Pool

Desco Casting A strong and durable structure 10 year guarantee under the verification of Bureau Veritas, France

Pipeless Water Filtration System Pipeless Water Filtration Unit is Easy to maintain and crack free No drilling and digging needed Work silently and environmental friendly

Reinforced PVC Liner Harmless and easy to clean up Leakage protected All colors and patterns of your choice

151

Lobby Area The lobby area is for welcoming the customers and the office for servicing the customers and to receive the customers order and complaint. The Garden Area We set up the park area at the top of the building so this is the recreational zone for the customers.

The Garden Area

Outside of the Building

152

Chapter 6 Administration Analysis

153

Administration Analysis
Administration and Management Analysis Our management can be analyzed in two ways as per following; 1. Business Pattern 2. Organization and Management 3. Human Resource Management Business Pattern We operate our business as the Partnership business pattern, According to the department of the business development, ministry of commerce mentioned that there are 2 persons or above willing to do the business together. Organization and Management

General Manager
Marketing and Sales person Butler Engineering Security Finance and Acounting Receptionist

Organization Chart

154

Human Resource Management Employees Salaries for our organization

Year 1 Janurary Feburary March April May General Manager 30,000 30,000 30,000 30,000 30,000 Marketing department 120,000 120,000 120,000 120,000 120,000 Butler 180,000 180,000 180,000 180,000 180,000 Security 40,000 40,000 40,000 40,000 40,000 Engineering & Maintenance 60,000 60,000 60,000 60,000 60,000 Financial & Accounting 20,000 20,000 20,000 20,000 20,000 Receptionists 36,000 36,000 36,000 36,000 36,000 Totals 486,000 486,000 486,000 486,000 486,000

June 30,000 120,000 180,000 40,000 60,000 20,000 36,000 486,000

July 30,000 120,000 180,000 40,000 60,000 20,000 36,000 486,000

August September October November December Totals 30,000 30,000 30,000 30,000 30,000 360,000 120,000 120,000 120,000 120,000 120,000 1,440,000 180,000 180,000 180,000 180,000 180,000 2,160,000 40,000 40,000 40,000 40,000 40,000 480,000 60,000 60,000 60,000 60,000 60,000 720,000 20,000 20,000 20,000 20,000 20,000 240,000 36,000 36,000 36,000 36,000 36,000 432,000 486,000 486,000 486,000 486,000 486,000 5,832,000

General Manager has to responsible for overall management of the organization (1 person) Marketing Department has to responsible for the sales call and creating the marketing strategic planning (10 persons) Butlers are the one who offer the personalized services to all customers at their rooms such as housekeeping, laundry and public area and they must have a good command in English is preferable (20 persons)

Engineering and Maintenance have to responsible for fixing and caring the equipment (7 persons). Financial and Accounting have to responsible to take care and control the finance (2 persons) Receptionist have to responsible to the collecting the money and customers service and they must have a god command in English (3 persons)

Security have to responsible for the security (5 persons)

155

Chapter 7 Financial Analysis

156

Profit-Loss Statement Statement Of Profit-loss Service Apartment Year 3 66,720,000 4,374,000 71,094,000

1 Revenue from operating Revenue from renting Revenue fron service Total Revenue Expense for operating Salary and labor cost Depreciation Expense during operating Total Expenses Profit from operating Less; interest Total Interst Less; interest 5% profit (Loss) Dividend Profit (loss) for the period has not been allocated Profit (loss) for the period has not been allocated 44,160,000 3,114,000 47,274,000

2 58,200,000 3,834,000 62,034,000

4 66,720,000 4,914,000 71,634,000

5 66,720,000 5,630,000 72,350,000

5,832,000 5,832,000 5,832,000 6,240,000 6,240,000 5,048,069.88 5,048,069.88 5,048,069.88 5,048,069.88 5,048,069.88 6,072,000 6,072,000 6,072,000 12,072,000 12,072,000 16,952,069.88 16,952,069.88 16,952,069.88 23,360,069.88 23,360,069.88 30,321,930.12 45,081,930.12 54,141,930.12 48,273,930.12 48,989,930.12 3,032,193.01 4,508,193.01 5,414,193.01 4,872,393.01 4,898,993.01 27,289,737.11 40,573,737.11 48,727,737.11 43,401,537.11 44,090,937.11 2,728,973.71 4,057,373.71 4,872,773.71 4,344,653.71 4,409,093.71 24,560,763.40 36,516,363.40 43,854,963.40 39,056,883.40 39,681,843.40

24,560,763.40 36,516,363.40 43,854,963.40 39,056,883.40 39,681,843.40

157

Year 1

158

Year 2

159

Year 3

160

Year 4

161

Year 5

162

Income Statement Income Statement Service Apartment Year2 58,200,000 3,834,000 62,034,000

Year1 Revenue Sales Service Total Revenue Cost of Goods Sold Labor/ Salary Total Cost of Goods Sold Gross Income Operating Expense expense during operting Depreciation Total OperatingExpense Net Income before Operating Operating Income Interest expense Total Operating Income Tax 7% Net Income

Year3 66,720,000 4,374,000 71,094,000

Year4 66,720,000 4,914,000 71,634,000

Year5 66,720,000 5,630,000 72,350,000

44,160,000 3,114,000 47,274,000

5,832,000 5,832,000 41,442,000

5,832,000 5,832,000 56,202,000

5,832,000 5,832,000 65,262,000

6,240,000 6,240,000 65,394,000

6,240,000 6,240,000 66,110,000

6,072,000 6,072,000 6,072,000 12,072,000 12,072,000 5,048,069.88 5,048,069.88 5,048,069.88 5,048,069.88 5,048,069.88 11,120,069.88 11,120,069.88 11,120,069.88 17,120,069.88 17,120,069.88 30,321,930.12 45,081,930.12 54,141,930.12 48,273,930.12 48,989,930.12

3,032,193.01 3,032,193.01 212,253.51 2,819,939.50

4,508,193.01 4,508,193.01 315,573.51 4,192,619.50

5,414,193.01 5,414,193.01 378,993.51 5,035,199.50

4,827,393.01 4,827,393.01 337,917.51 4,489,475.50

4,898,993.01 4,898,993.01 342,929.51 4,556,063.50

163

Cash Flow Cash flows from operating activities Cash received from customers Cash paid for salary Expense during operation Net cash used in operating activities Cash flow from investing activities Cash paid for capital asset Cash paid for fix asset Net cash used in investing activities Cash flows from financing activities Payment of long-term borrowings Payment of Dividend Net cash used in financing activities Beginning Beginning 130,560,000 401,223,260 531,783,260 Beginning 600,000,000 600,000,000 Year1 86,058,000 5,832,000 6,072,000 74,154,000 Year1 Year1 80,000,000 33,000,000 113,000,000 Year2 111,723,000 5,832,000 6,072,000 99,819,000 Year2 Year2 80,000,000 31,200,000 111,200,000 Year3 128,043,000 5,832,000 6,072,000 116,139,000 Year3 Year3 80,000,000 26,400,000 106,400,000 Year4 128,673,000 5,832,000 6,072,000 116,769,000 Year4 Year4 100,000,000 21,600,000 121,600,000 Year5 129,483,000 5,832,000 6,072,000 117,579,000 Year5 Year5 100,000,000 15,600,000 115,600,000 Total 583,980,000 29,160,000 30,360,000 524,460,000 Total 130,560,000 401,223,260 531,783,260 Total 160,000,000 127,800,000 32,200,000

164

Year 1

165

Year 2

166

Year 3

167

Year 4

168

Year 5

169

Balance Sheet Year 1

170

Year 2

171

Year 3

172

Year 4

173

Year 5

174

Chapter 8 Risk Management

175

Risk Management
Risk Management Risk is an unwanted occurrence that we dont need, it may be the mistakes, damaging that could happen in the uncertain situation so the risks can be classified as external and internal risks; although, the Institute of Small and Medium Enterprise Development mentioned that serviced apartment and other apartment has low risks but we have to concern the risks. External Risks Economics The external risks are the uncontrollable risks that could affect to the business organization normally, serviced apartment business always face with the decreasing of the expatriates in Bangkok so the risk factors that brings about the decreasing of the expatriates are Political and Economic factors such as the FDI support policy is poor or the FDIs itself have a problem we should change the target market immediately so we could try to target at the niche market instead of the business expats so the niche market in Thonglor area is the medical tourists that come to have the therapy in Thailand so this is the way to reduce the risks from Economics. Political This is the biggest threat that cant avoid, from the past history the political uncertain in Bangkok in 2010 brought about the decreasing of the occupancy rates and may bring about the permanent decreasing of the occupancy rates in that specific area. Environment The Environmental threats can bring about the decreasing of the occupancy rates, If our apartment were flooded, our apartment could be damaged so we need to have the insurance policy for transfer the risk of flooding.

176

Internal Risks Technological Used We utilize the opportunities of 3G so we get the application for the customers so the system could be failed; then, the customers cant contact to us so we need to take care of the system very well. Safety Risks The firing on the premise can be happen at all times so we need to hold the fire escape and fire extinction planning for the customers safety and their life and purchase the insurance package; moreover, the risks of flooding that can be transferred by purchasing the insurance policy that transfer the risk of fire and other safety concern. Human Resources Human is very important to serviced apartment business and other kinds of service firm that can create the competitive advantage for the organization itself so we need to focus on the Human Resource Threats as the priority, the Human Resources Threats can be categorized as per following (1). Risks of the policy of the poor strategic HR planning and poor HR practices. (2). Lack of the skilled labors in the labor market. (3). Poor HR Functions (4). Conflicts within the organization and organizational culture. As we mentioned in the Risks of Human Resources, the organization have to action in 4 strategies as following; (1). Employee Champion Strategy is the way to manage and force the employees to be the good and valued employees (2). Administrative Expert Strategy or so called the employees center strategy that make the employees to have the competency in their job.

177

Sale decrease by 5% Income Statement Income Statement Service Apartment Year1 Year2 Revenue Sales Service Total Revenue Cost of Goods Sold Labor/ Salary Total Cost of Goods Sold Gross Income Operating Expense expense during operating Depreciation Total Operating Expense (Increased 15%) Net Income before Operating Operating Income Interest expense (Decrease 5%) Total Operating Income Tax 7% Net Income 44,160,000 3,114,000 47,274,000 58,200,000 3,834,000 62,034,000

Year3 66,720,000 4,374,000 71,094,000

Year4 66,720,000 4,914,000 71,634,000

Year5 66,720,000 5,630,000 72,350,000

5,832,000 5,832,000 41,442,000

5,832,000 5,832,000 56,202,000

5,832,000 5,832,000 65,262,000

6,240,000 6,240,000 65,394,000

6,240,000 6,240,000 66,110,000

6,072,000 5,048,069.88

6,072,000 5,048,069.88

6,072,000 5,048,069.88

12,072,000 5,048,069.88

12,072,000 5,048,069.88

12,788,080.36 12,788,080.36

1,278,808.36 19,688,080.36 17,120,069.88

28,653,919.64 43,413,919.64 63,983,191.64 45,705,919.64 48,989,930.12

2,880,583.36 2,880,583.36 201,640.84 3,082,224.19

4,282,783.36 4,282,783.36 299,794.84 4,582,578.19

5,143,483.36 5,143,483.36 360,043.84 5,503,527.19

4,875,666.89 4,875,666.89 341,296.68 5,216,963.57

4,654,043.36 4,654,043.36 325,783.04 4,979,826.39

178

Sale decrease by 10% Income Statement Income Statement Service Apartment Year1 Year2 Revenue Sales Service Total Revenue Cost of Goods Sold Labor/ Salary Total Cost of Goods Sold Gross Income Operating Expense expense during operating Depreciation Total Operating Expense (Increased 15%) Net Income before Operating Operating Income Interest expense (Decrease 10%) Total Operating Income Tax 7% Net Income 44,160,000 3,114,000 47,274,000 58,200,000 3,834,000 62,034,000

Year3 66,720,000 4,374,000 71,094,000

Year4 66,720,000 4,914,000 71,634,000

Year5 66,720,000 5,630,000 72,350,000

5,832,000 5,832,000 41,442,000

5,832,000 5,832,000 56,202,000

5,832,000 5,832,000 65,262,000

6,240,000 6,240,000 65,394,000

6,240,000 6,240,000 66,110,000

6,072,000 5,048,069.88

6,072,000 5,048,069.88

6,072,000 5,048,069.88

12,072,000 5,048,069.88

12,072,000 5,048,069.88

12,788,080.36 12,788,080.36

1,278,808.36 19,688,080.36 17,120,069.88

28,653,919.64 43,413,919.64 63,983,191.64 45,705,919.64 48,989,930.12

2,728,973.71 2,728,973.71 191,028.16 2,920,001.87

4,057,373.71 4,057,373.71 284,016.16 4,341,389.87

4,872,773.71 4,872,773.71 341,094.16 5,213,867.87

4,875,666.84 4,875,666.84 341,296.68 5,216,963.52

4,409,093.71 4,409,093.71 308,636.56 4,717,730.27

179

Sale decrease by 15% Income Statement Income Statement Service Apartment Year1 Year2 Revenue Sales Service Total Revenue Cost of Goods Sold Labor/ Salary Total Cost of Goods Sold Gross Income Operating Expense expense during operating Depreciation Total Operating Expense (Increased 15%) Net Income before Operating Operating Income Interest expense (Decrease 15%) Total Operating Income Tax 7% Net Income 44,160,000 3,114,000 47,274,000 58,200,000 3,834,000 62,034,000

Year3 66,720,000 4,374,000 71,094,000

Year4 66,720,000 4,914,000 71,634,000

Year5 66,720,000 5,630,000 72,350,000

5,832,000 5,832,000 41,442,000

5,832,000 5,832,000 56,202,000

5,832,000 5,832,000 65,262,000

6,240,000 6,240,000 65,394,000

6,240,000 6,240,000 66,110,000

6,072,000 5,048,069.88

6,072,000 5,048,069.88

6,072,000 5,048,069.88

12,072,000 5,048,069.88

12,072,000 5,048,069.88

12,788,080.36 12,788,080.36

1,278,808.36 19,688,080.36 17,120,069.88

28,653,919.64 43,413,919.64 63,983,191.64 45,705,919.64 48,989,930.12

2,577,364.06 2,577,364.06 180,415.48 2,757,779.54

3,831,964.06 3,831,964.06 268,237.48 4,100,201.54

4,602,064.06 4,602,064.06 322,144.48 4,924,208.54

4,875,666.79 4,875,666.79 341,296.68 5,216,963.47

4,164,144.06 4,164,144.06 291,490.08 4,455,634.14

180

Sale increase by 5% Income Statement Income Statement Service Apartment Year1 Year2 Revenue Sales Service Total Revenue Cost of Goods Sold Labor/ Salary Total Cost of Goods Sold Gross Income Operating Expense expense during operating Depreciation Total Operating Expense (Increased 5%) Net Income before Operating Operating Income Interest expense (increase 5%) Total Operating Income Tax 7% Net Income 44,160,000 3,114,000 47,274,000 58,200,000 3,834,000 62,034,000

Year3 66,720,000 4,374,000 71,094,000

Year4 66,720,000 4,914,000 71,634,000

Year5 66,720,000 5,630,000 72,350,000

5,832,000 5,832,000 41,442,000

5,832,000 5,832,000 56,202,000

5,832,000 5,832,000 65,262,000

6,240,000 6,240,000 65,394,000

6,240,000 6,240,000 66,110,000

6,072,000 6,072,000 6,072,000 12,072,000 12,072,000 5,048,069.88 5,048,069.88 5,048,069.88 5,048,069.88 5,048,069.88 11,176,073.37 11,176,073.37 11,176,073.37 17,976,073.37 17,976,073.37 30,265,926.63 45,025,926.63 54,085,926.63 47,417,926.63 48,133,926.63

3,183,802.66 3,183,802.66 222,866.19 3,406,668.85

3,183,802.66 3,183,802.66 222,866.19 3,406,668.85

3,183,802.66 3,183,802.66 222,866.19 3,406,668.85

3,183,802.66 3,183,802.66 222,866.19 3,406,668.85

3,183,802.66 3,183,802.66 222,866.19 3,406,668.85

181

Sale increase by10% Income Statement Income Statement Service Apartment Year1 Year2 Revenue Sales Service Total Revenue Cost of Goods Sold Labor/ Salary Total Cost of Goods Sold Gross Income Operating Expense expense during operating Depreciation Total Operating Expense (Increased 10%) Net Income before Operating Operating Income Interest expense (increase 10%) Total Operating Income Tax 7% Net Income 44,160,000 3,114,000 47,274,000 58,200,000 3,834,000 62,034,000

Year3 66,720,000 4,374,000 71,094,000

Year4 66,720,000 4,914,000 71,634,000

Year5 66,720,000 5,630,000 72,350,000

5,832,000 5,832,000 41,442,000

5,832,000 5,832,000 56,202,000

5,832,000 5,832,000 65,262,000

6,240,000 6,240,000 65,394,000

6,240,000 6,240,000 66,110,000

6,072,000 5,048,069.88 1,232,076.37

6,072,000 5,048,069.88 1,232,076.87

6,072,000 5,048,069.88

12,072,000 5,048,069.88

12,072,000 5,048,069.88 1,832,076.87

1,232,076.87 18,832,076.87

40,209,923.63 54,969,923.13 64,029,923.13 46,561,923.13 64,277,923.13

3,335,412.31 3,335,412.31 233,478.86 3,568,891.17

3,335,412.31 3,335,412.31 233,478.86 3,568,891.17

3,335,412.31 3,335,412.31 233,478.86 3,568,891.17

3,335,412.31 3,335,412.31 233,478.86 3,568,891.17

3,335,412.31 3,335,412.31 233,478.86 3,568,891.17

182

Sale increase by15% Income Statement Income Statement Service Apartment Year1 Year2 Revenue Sales Service Total Revenue Cost of Goods Sold Labor/ Salary Total Cost of Goods Sold Gross Income Operating Expense expense during operating Depreciation Total Operating Expense (Increased 15%) Net Income before Operating Operating Income Interest expense (Decrease 15%) Total Operating Income Tax 7% Net Income 44,160,000 3,114,000 47,274,000 58,200,000 3,834,000 62,034,000

Year3 66,720,000 4,374,000 71,094,000

Year4 66,720,000 4,914,000 71,634,000

Year5 66,720,000 5,630,000 72,350,000

5,832,000 5,832,000 41,442,000

5,832,000 5,832,000 56,202,000

5,832,000 5,832,000 65,262,000

6,240,000 6,240,000 65,394,000

6,240,000 6,240,000 66,110,000

6,072,000 6,072,000 5,048,069.88 5,048,069.88 12,788,080.36 12,788,080.36

6,072,000 12,072,000 12,072,000 5,048,069.88 5,048,069.88 5,048,069.88 1,278,808.36 19,688,080.36 17,120,069.88

28,653,919.64 43,413,919.64 63,983,191.64 45,705,919.64 48,989,930.12

3,487,021.96 3,487,021.96 244,091.54 3,731,113.50

3,487,021.96 3,487,021.96 244,091.54 3,731,113.50

3,487,021.96 3,487,021.96 244,091.54 3,731,113.50

3,487,021.96 3,487,021.96 244,091.54 3,731,113.50

3,487,021.96 3,487,021.96 244,091.54 3,731,113.50

183

Sale decrease by5% Cash Flow

Cash flows from operating activities Cash received from customers Cash paid for salary Expense during operation Net cash used in operating activities Beginning Beginning 130,560,000 401,223,260 531,783,260 Beginning 600,000,000 600,000,000 Year1 81,755,100 5,832,000 6,072,000 69,851,100 Year2 106,136,850 5,832,000 6,072,000 94,232,850 Year3 121,640,850 5,832,000 6,072,000 109,736,850 Year4 122,239,350 5,832,000 6,072,000 110,335,350 Year5 123,008,850 5,832,000 6,072,000 111,104,850 Total 554,781,000 29,160,000 30,360,000 495,261,000

Cash flow from investing activities Cash paid for capital asset Cash paid for fix asset Net cash used in investing activities

Total -

Total -

Total -

Total -

Total -

Total 130,560,000 401,223,260 531,783,260

Cash flows from financing activities Payment of long-term borrowings Payment of Dividend Net cash used in financing activities

Total 80,000,000 31,350,000 111,350,000

Total 80,000,000 29,640,000 109,640,000

Total 80,000,000 25,080,000 105,080,000

Total 100,000,000 20,520,000 120,520,000

Total 100,000,000 14,820,000 114,820,000

Total 160,000,000 121,410,000 38,590,000

184

Sale decrease by10% Cash Flow

Cash flows from operating activities Cash received from customers Cash paid for salary Expense during operation Net cash used in operating activities Cash flow from investing activities Cash paid for capital asset Cash paid for fix asset Net cash used in investing activities Cash flows from financing activities Payment of long-term borrowings Payment of Dividend Net cash used in financing activities Beginning Beginning 130,560,000 401,223,260 531,783,260 Beginning 600,000,000 600,000,000 Year1 77,452,200 5,832,000 6,072,000 65,548,200 Year1 Year1 80,000,000 29,700,000 109,700,000 Year2 100,550,700 5,832,000 6,072,000 88,646,700 Year2 Year2 80,000,000 28,080,000 108,080,000 Year3 115,238,700 5,832,000 6,072,000 103,334,700 Year3 Year3 80,000,000 23,760,000 103,760,000 Year4 115,805,700 5,832,000 6,072,000 103,901,700 Year4 Year4 100,000,000 19,440,000 119,440,000 Year5 116,534,700 5,832,000 6,072,000 104,630,700 Year5 Year5 100,000,000 14,040,000 114,040,000 Total 525,582,000 29,160,000 30,360,000 466,062,000 Total 130,560,000 401,223,260 531,783,260 Total 160,000,000 115,020,000 44,980,000

185

Sale decrease by15% Cash Flow

Cash flows from operating activities Cash received from customers Cash paid for salary Expense during operation Net cash used in operating activities Cash flow from investing activities Cash paid for capital asset Cash paid for fix asset Net cash used in investing activities Cash flows from financing activities Payment of long-term borrowings Payment of Dividend Net cash used in financing activities 600,000,000 600,000,000 130,560,000 401,223,260 531,783,260 Beginning Year1 73,149,300 5,832,000 6,072,000 61,245,300 Total Total 80,000,000 28,050,000 108,050,000 Year2 94,964,550 5,832,000 6,072,000 83,060,550 Total Total 80,000,000 26,520,000 106,520,000 Year3 108,836,550 5,832,000 6,072,000 96,932,550 Total Total 80,000,000 22,440,000 102,440,000 Year4 109,372,050 5,832,000 6,072,000 97,468,050 Total Total 100,000,000 18,360,000 118,360,000 Year5 110,060,550 5,832,000 6,072,000 98,156,550 Total Total 100,000,000 13,260,000 113,260,000 130,560,000 401,223,260 531,783,260 Total 496,383,000 29,160,000 30,360,000 436,863,000

160,000,000 108,630,000 51,370,000

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Sale increase by5% Cash Flow

Cash flows from operating activities Cash received from customers Cash paid for salary Expense during operation Net cash used in operating activities Cash flow from investing activities Cash paid for capital asset Cash paid for fix asset Net cash used in investing activities Cash flows from financing activities Payment of long-term borrowings Payment of Dividend Net cash used in financing activities Beginning Beginning 130,560,000 401,223,260 531,783,260 Beginning 600,000,000 600,000,000 Year1 90,360,900 5,832,000 6,072,000 78,456,900 Total Total 80,000,000 34,650,000 114,650,000 Year2 117,309,150 5,832,000 6,072,000 105,405,150 Total Total 80,000,000 32,760,000 112,760,000 Year3 134,445,150 5,832,000 6,072,000 122,541,150 Total Total 80,000,000 27,720,000 107,720,000 Year4 135,106,650 5,832,000 6,072,000 123,202,650 Total Total 100,000,000 22,680,000 122,680,000 Year5 135,957,150 5,832,000 6,072,000 124,053,150 Total Total 100,000,000 16,380,000 116,380,000 Total 613,179,000 29,160,000 30,360,000 553,659,000 Total 130,560,000 401,223,260 531,783,260 Total 160,000,000 134,190,000 25,810,000

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Sale increase by10% Cash Flow

Cash flows from operating activities Cash received from customers Cash paid for salary Expense during operation Net cash used in operating activities Cash flow from investing activities Cash paid for capital asset Cash paid for fix asset Net cash used in investing activities Cash flows from financing activities Payment of long-term borrowings Payment of Dividend Net cash used in financing activities Beginning Beginning 130,560,000 401,223,260 531,783,260 Beginning 600,000,000 600,000,000 Year1 94,663,800 5,832,000 6,072,000 82,759,800 Total Total 80,000,000 36,300,000 116,300,000 Year2 122,895,300 5,832,000 6,072,000 110,991,300 Total Total 80,000,000 34,320,000 114,320,000 Year3 140,847,300 5,832,000 6,072,000 128,943,300 Total Total 80,000,000 29,040,000 109,040,000 Year4 141,540,300 5,832,000 6,072,000 129,636,300 Total Total 100,000,000 23,760,000 123,760,000 Year5 142,431,300 5,832,000 6,072,000 130,527,300 Total Total 100,000,000 17,160,000 117,160,000 Total 642,378,000 29,160,000 30,360,000 582,858,000 Total 130,560,000 401,223,260 531,783,260 Total 160,000,000 140,580,000 19,420,000

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Sale increase by15% Cash Flow

Cash flows from operating activities Cash received from customers Cash paid for salary Expense during operation Net cash used in operating activities Cash flow from investing activities Cash paid for capital asset Cash paid for fix asset Net cash used in investing activities Cash flows from financing activities Payment of long-term borrowings Payment of Dividend Net cash used in financing activities Beginning Beginning 130,560,000 401,223,260 531,783,260 Beginning 600,000,000 600,000,000 Year1 98,966,700 5,832,000 6,072,000 87,062,700 Total Total 80,000,000 37,950,000 117,950,000 Year2 128,481,450 5,832,000 6,072,000 116,577,450 Total Total 80,000,000 35,880,000 115,880,000 Year3 147,249,450 5,832,000 6,072,000 135,345,450 Total Total 80,000,000 30,360,000 110,360,000 Year4 147,973,950 5,832,000 6,072,000 136,069,950 Total Total 100,000,000 24,840,000 124,840,000 Year5 148,905,450 5,832,000 6,072,000 137,001,450 Total Total 100,000,000 17,940,000 117,940,000 Total 671,577,000 29,160,000 30,360,000 612,057,000 Total 130,560,000 401,223,260 531,783,260 Total 160,000,000 146,970,000 13,030,000

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Summary

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Summary
According to the globalization there are a lot of foreign people who work and stay in Thailand so this group is called expatriates or so called expats for short, these expats come with the Foreign Direct Investor ( FDI ) from other countries so according to the Work Permit Administration , Ministry of Labor, Thailand declared that the main expat group is the Japanese expat along with their family members this is the main expat group. Serviced apartment is the apartment that is designed for target at expatriates who work and stay in Thailand so the main market of the serviced apartment is in Bangkok and normally the zones of serviced apartments are Early Sukhumvit Area, Late Sukhumvit Area, Central Business District , since the year 2010 the demand of the serviced apartment was shifted from Central Business District and Early Sukhumvit Area to Late Shukhumvit Area especially in Thonglor road where is the trendiest and the new prime area of Bangkok where has a good transportation systems and a lot of trendy retail shops and this is the central area for expatriates especially the Japanese expatriates so Thonglor is our location for our serviced apartment is located. We offer the wide range of services such as the wide range of rooms and services. We invested 531,783,261 baht we invest in the building and equipments such as the furniture and the equipments throughout the building and the internet setting up throughout the building so we are the serviced business we have a lot of the equipments and in-room facilities and during the operation the project 122,760,000 baht per year after the ASEAN Community is opened ; however, the serviced apartment and apartment business has low level of the risk we still have to prepare our self for the risks and negative

uncertain situation.

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Reference
1. . . . : : , 2539 2. . , 2553 3. . . , 2553 4. . , 2553 5. , 6. Roger A. Kerin. Marketing in Asia. 2nd ed. Singapore; Mc GrawHill 7. Kotler, Marketing for Hospitality and Tourism 8. ( ) www.thai-aec.com 2555 9. AEC() www.takchamber.com 10. Colliers International Market Report on Serviced Apartment in Bangkok 11. Ksmecare () .. 2558 12. , , 13. .; (2549) 14. (2546) . , 15. , 16. Maketeer Magazine,

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By 1. 2. 3. 4. 5. 6. 7. 8. Miss Jittra Kaewchalua Mr. Apimouk Kumsura Miss Kanrawee Keeratinirandorm Miss Yodsawadee Sidtisa-nguanpan Miss Mookparat Promariva Miss Saifon Saeching Miss Ei Nang Woe Tit Mr. Sai Han Woon School of Management Major Hospitality Industry Management Mae Fah Luang University Semester 2, Academic Year 2012 5131207043 5331207050 5331207005 5331207033 5331207037 5331207041 5331207058 5331207066