การศึกษาความเป็นไปได้ในการลงทุนธุรกิจสถานบริบาลผู้สูงอายุในอำเภอสันป่าตอง จังหวัดเชียงใหม่

Abstract

The purpose of this independent study is to study the feasibility study on investment in nursing home in San Pa Tong District, Chiang Mai Province. The study involves the use of questionnaires administered to a sample group of 385 respondents and in-depth interviews with owners, totaling 3 cases. The feasibility is assessed in five dimensions: macro-environment, marketing, technical, management, and financial aspects. The results of the PESTEL analysis, indicate the following: the government sector has set policies that granting rights and assistance to bear the burden of increasing health costs for the elderly. It also promotes the provision of health services and sets guidelines for nursing homes to support the ultimate aging society in near future. At present, society has changed the social structure to become more of a single family. The elderly care center business and private hospital business have also expanded and grown. Including advances in medical technology, it increases longevity. Easy and convenient access to the Internet and Social Network makes the environment have a positive impact on investment in nursing home businesses. The result of market analysis, reveal the following: the project select the target group as Loving Elder Health, the group of middle-aged people between the ages of 41- 60 years who are interested or have knowledge in healthcare and keep up with news about changes in the population structure, ready to learn and accept the changes of their age. Living with the elderly and paying attention to their health. They tend to find a place that covers all aspects, positioning itself as providing high quality services and moderate prices under the name Loving Nursing Home. The sample group places great emphasis on people, Products, services, prices, physical evidence, promotions, processes, and distribution channels, respectively. The marketing strategies is set in all 7 areas as follows: The product side is designed facility for the elderly that equipped with all equipment and standards. There is continuous evaluation and planning of services and emergencies. Report to relatives regularly. Coordinate with local agencies. In terms of price, there is different price for different demand and service fees must be clearly explained also do physical therapy regularly. The distribution channel is vehicle access by many routes and adequate parking for both general users and those with disabilities. Create both online and offline channels for contact. The communication aspect of the service market is providing discounts in various occasion. Organize recreational activities and create an online system for communication. Personnel aspect is the recruitment of personnel with qualifications as specified. Developing relevant potential and determining the number of adequate service personnel. The process aspect is notifying relatives in the case of needing to use items that are not included in the service fee. Creating a user information system by emphasizing continuous communication through online channels, preparing written occupancy contracts and visiting agreements. The physical evidence aspect is dividing the area into proportions. Install convenience equipment and CCTV cameras to support customers and increase revenue. The technical analysis reveals that there is area of 3,260 square meters one-story house in San Pa Tong District, Chiang Mai Province. It’s need to be decorated and organize interior space, arrange necessary equipment, tools, and facilities that adhere to global standard. Also register for Juristic Ordinary Partnership to create credibility. The management analysis indicates that the results of the management analysis revealed that the project places importance on horizontal organizational structure to create working environment. Also, personnel and management qualifications must be clearly defined for effective and clear management of operations. The financial reveals that there is a comprehensive investment of 6,202,450 Bath. This capital infusion comprises a debt component of 4,217,800 Bath procured from a banking institution and an equity component of 1,984,650 Bath from the proprietor. The Weighted Average Cost of Capital (WACC) stands at 9.04%. Notably, the Net Present Value (NPV) at the WACC discounts rate yields a positive outcome, amounting to 1,885,515.52 Bath. The Internal rate of Return (IRR) is at 13.18%, surpassing the WACC of 9.04%. Moreover, The Payback period is 6 years and 318 days. Therefore, this is signifying for investment.