การศึกษาความเป็นไปได้ของการลงทุนธุรกิจผลิตภาพยนตร์โฆษณาทางโทรทัศน์ในจังหวัดเชียงใหม่

Abstract

This independent study examined the feasibility on investment in television commercial production business in Chiang Mai province. The study focused on 4 aspects including marketing, technical, managerial, and financial feasibilities. The primary data on technical, managerial and financial feasibilities were collected from interviewing 2 television commercial production business entrepreneurs in Bangkok province and 1 television commercial production business entrepreneurs in Chiang Mai province. The primary data on marketing feasibility was collected from interviewing 4 advertising agency business entrepreneurs. The secondary data were collected from books, journals, articles, research reports, and on the internet. The marketing analysis indicated that customers of television commercial production business are advertising agencies. The advertising agencies decided to hire television commercial production business under the condition of great relationship among each others. In addition, there is only 1 television commercial production business in Chiang Mai province. These lead to be a good opportunity for investing in television commercial production business in Chiang Mai province. The results of the technical analysis were as follows. The project located on Soi 17 Nimmanhaemin road, the famous location in Chiang Mai province. The 3 stories economic building was divided into customers’ area, working area, storage, meeting room, library, editing room, and studio. The expenses on interior designing and decorations are 850,000 baht. The feasibility study in management revealed that the project should be company limited. The shareholders were assigned specific position in company namely film director, assistant film director, producer, project manager, and accountant. The results of the financial study indicated that the television commercial production business in Chiang Mai province required 2,623,900 baht for initial investment from the owner. This project was set for 5 years and remains continuing business. The project analysis discounted payback period would be 2 years 1 month 9 days. Net present value at the discount rate of 20% would be 6,294,469.64 baht. Internal rate of return would be 42.85%. Overall results reveal that the television commercial production business in Chiang Mai province is feasible for investment.