การศึกษาความเป็นไปได้ของการลงทุนในการผลิตขนมสุนัขสันในไก่อบแห้งในจังหวัดเชียงใหม่

Abstract

This independent study aimed to study the feasibility study on investment in chicken jerky dog treat production in Chiang Mai province. The study covered all five areas: environment, marketing, technical, management, and financial. The study was based on in-depth interview with three business operators producing chicken jerky dog treat, using a purposive selection method to gather information on economics, costs, expenses, production, management, and relevant laws. Data were collected through questionnaires from consumers and retailers in Chiang Mai Province, totaling of 384 and 300, respectively. The study focused on marketing and finance, and the results were analyzed and summarized using descriptive statistics, including frequencies, percentages, and averages. The results regarding the environment analysis indicated political effect of an increase in the minimum wage negatively impacted the project. In terms of the economic, society, and technology. however, the project had had a positive effect due to the economic recovery after the COVID-19 pandemic and changing behaviors of consumers, leading people to treat pets more like children. Concerning the industry competition, the study revealed that the dog treat market was highly competitive, requiring a substantial investment to ensure standardized and legitimate production. The results of the market feasibility study indicated a consistent annual growth rate in the dog treat market. This growth was attributed to the societal trend of treating dogs like children, with individuals willing to pay for high value and good pet products. Consequently, there was an opportunity for chicken jerky dog treat to thrive in this industry. The marketing strategy involved packaging of the product in a 300-gram bag, produced under GMP and Department of Livestock Development standards, with a retail price of 199 baht per packet and a wholesale price of 160-165 baht per packet (depending on order quantity). Distribution would occur through both online and offline channels, including retailers. Marketing efforts would be enhanced through activities, discounts, exchanges, and giveaways, especially during online Double Days, and by offering up to 30 days of trade discounts and trade credits to retailers. The technical feasibility study results showed that the factory location was moderately suitable, with adequate transportation facilities, community resources, raw material sources, and various public utilities. The production process involved 13 steps with efficiency controls and adherence to GMP standards. In terms of management feasibility, the study showed that the project had a total of 9 personnel distributed across four departments: production, quality insurance, accounting, and sales and marketing. The emphasis was on hiring quality personnel who would take responsibility and adhere strictly to the organization's regulations. The financial feasibility study results showed that the total starting capital was 8,000,000 baht, entirely from owner's equity. The project was set for ten years, with a payback period of two years, four months, three days, a NPV of 17,558,836 baht, an IRR of 49.96 percent, and profitability index of 2.19 times. Based on the study's assumptions, it was feasible to invest chicken jerky dog treat production in Chiang Mai province.