การศึกษาความเป็นไปได้ในการลงทุนปลูกสตรอว์เบอร์รีปลอดสารเคมี ในจังหวัดเชียงราย

Abstract

This independent study aimed at conducting the feasibility study on the investment in growing pesticide free strawberries in Chiang Rai province. The study was divided into 4 aspects which were marketing analysis, technical analysis, management analysis and financial analysis. The primary data were collected from using interviewing four business entrepreneurs and questionnaire given to 200 end consumers. From the result of the marketing analysis, the demand of pesticide free strawberries had increased because of health concern consumers, high nutrition and its lusciously appearance. There was not enough product for market. The product was sold as fresh pesticide free strawberries. Consumers considered the quality of freshness, safety and taste. The price was set by using the average market price of pesticide free strawberries in the market and by the quality of product. The distribution was selling at the plantation as visiting consumers could trust the products by seeing the growing process through their own eyes. In term of marketing communication, sale promotion was discount for consumers who bought a large amount, using personal selling, advertising through social media and magazines and television advertisment. From the result of the technical analysis, the location was in Tambol Huay Sak, Mueang Chiang Rai District. The land was of 3 rai including the plantation area of 2 rai and building area of 1 rai. Cultivation was pesticide free. Strawberry is No.80 (Praratchatan 80) of amount 20,000 seedlings for 1 rai. The growing was on October and cultivated could be between December to April. The production capacity was 3,000 kilograms per cycle. The eighty percent of products was sold as fresh strawberries and the other twenty percent was sold for processing. From the result of management analysis, this project was set up in the company limited format. There was an organization chart which organized by the responsibility. There were one general manager, one marketing staff, one head production and three production staffs. Most of employees came from local area. The benefits for the employees were uniform and personal training. From the result of financial analysis, the total project investment was 2,000,000 baht which 50% from owner and 50% from bank loans. The project life was 5 years. The payback period was 4 years 1 month and 21 days. The net present value was 639,078.59 baht at 8.30% discount rate. The internal rate of return of this project was 15.88%. Thus this project was feasible for investment.