การศึกษาความเป็นไปได้ในการทำธุรกิจรับจัดอีเวนต์ สำหรับเขตพื้นที่ภาคเหนือตอนล่าง 2

Abstract

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