การศึกษาความเป็นไปได้ในการลงทุนโรงงานผลิตน้ำส้มสายน้ำผึ้งที่ผ่านกระบวนการพาสเจอร์ไรส์ในอำเภอฝาง จังหวัดเชียงใหม่

Abstract

This independent study was conducted to study the feasibility of an investment in a pasteurized tangerine orange juice factory in Fang District, Chiang Mai Province. The feasibility of the project was analyzed in terms of five aspects which were environmental, marketing, technical, managerial, and financial aspects. The primary data was collected by in-depth interviews with three business owners of orange juice production in Chiang Mai Province selected by purposive sampling. The questionnaire was used to gather the marketing data from 400 consumers in Chiang Mai Province. This sampling group was chosen by convenience sampling. The findings regarding environmental aspects of feasibility study revealed that the economic and political environments had negative effects on the project because of the Covid-19 economic crisis, sugar-sweetened beverage tax and minimum wage rate hikes. As for social, technological, and environmental aspects, they had positive effects on the project because of health trends, development in food processing innovation and technology, and the environment surrounded by tangerine orange plantations. Concerning the industrial environment, there was intense competition in the orange juice market and the threat of substitute goods was high. Consequently, it was necessary to use considerable investment to compete in this industry. The findings concerning the marketing aspects of feasibility study showed that the market value of 100% pasteurized juice had an increasing growth rate due to health trends which resulted in the growth opportunity of 100% pasteurized tangerine orange juice in the industry. As for marketing strategies, 250 ml PET bottles were used to store 100% pasteurized tangerine orange juice. The product quality was emphasized under GMP conditions. The retail price of a bottle was 39 baht and the wholesale price was 25 baht per bottle. The juice was distributed to distributors or retailers. The juice was advertised in the media as a marketing promotion tool and the discount was offered to distributors as a sales promotion. The findings in terms of the technical aspects of feasibility study illustrated that a factory was set up with an area of 800 square meters. It was located on state highway 107 Fang Bypass Road, Wiang Sub-district, Fang District, Chiang Mai Province. The location was appropriate at a moderate level and the land price was not too high. The factory was not far from tangerine orange plantations, a town, and communities with convenient transportation and well-equipped with facilities for the factory construction. The findings on the subject of the managerial aspects of feasibility study showed that there were ten personnel in the project and the management style and organizational structure were not complex. The organization was divided into five departments: production, Q&A, accounting, sales and marketing, and delivery. The management emphasized the qualified and responsible personnel who conformed strictly to the factory standard. The findings concerning the financial aspects of feasibility study revealed that the project used the long-term funds of 8,058,712 baht which belonged to the owner. With a ten-year performance forecast, the payback period of this project was 3 years 9 months, and 29 days. The net present value was equal to 7,786,936 baht and the internal rate return was 31.13 percent. According to the hypothesis of the study, it can be concluded that the investment in a pasteurized tangerine orange juice factory in Fang District, Chiang Mai Province was feasible.