การศึกษาความเป็นไปได้ทางการตลาดของธุรกิจร้านอาหาร เพื่อสุขภาพในตำบลช้างเผือก อำเภอเมืองเชียงใหม่

Abstract

This independent study aimed to study the marketing feasibility on a health food restaurant in Mueang Chiang Mai district in the light of the continual growth trend on healthy food restaurant business along with the consumer behavior that paid more concerns on health and healthy food. In this study, marketing strategies were determined by analyses on healthy food restaurant’s business environment, business competition in terms of strength; weakness; opportunity; and threats, consumer behaviour, and marketing mix affecting to decision making towards using services from healthy food restaurant. Data were obtained from questionnaires distributed to 406 consumers of healthy food restaurants in Mueang Chiang Mai district as well as in-depth interview with 5 entrepreneurs. Based upon the studying results, details of the 4 marketing strategies that could be determined for the studied business were presented as follows. 1) In the Strength and Opportunity (SO) Strategy, the studied business should offer variety of menu choices, especially for online distribution channel; and participate in state campaigns that allowed the customers to apply their rights with. 2) In the Weakness and Opportunity (WO) Strategy, the studied business should create consumer awareness for the products in a sense that it was worthwhile to consume in comparing to the food values gained; andbe available on various online platforms. 3) In the Strength and Threat (ST) Strategy, the studied business should create differentiation by using safe and good quality of raw materials and ingredients for health. 4) In Weakness and Threat (WT) Strategy, the studied business should maintain its quality standards, especially for the raw materials, the food taste, and the service. The main targeted group was working-aged consumers in the ages of 31-40 years old who concerned on their health; but did not have time or were not convenient to cook. The results suggested that market positioning of this healthy food restaurant was to use safe raw materials and maintain natural values of food as much as possible. Thus, the marketing mix strategies should include using organic and nontoxic vegetables and good quality of ingredients for health as the main raw materials; focusing on cleanliness, good taste without monosodium glutamate; and presenting nutrition facts for every menu choice. Pricing should be ranged from 50-950 Baht for onsite and on-site distribution channels. Food delivery should be applicable for consumers living within 10 kilometer-distance from the restaurant. The restaurant should open daily from 10.00 hrs – 22.00 hrs. Communication and advertisement should be performed through both online and off-line channels. Regarding the staff management, the staff should be recruited appropriately; the job descriptions should be clearly determined; and the manager should be the one who supervised the restaurant’s operation and management. The restaurant should be decorated with Minimal style with big shade trees and always keep its premise clean and tidy. Food processing and rapid services should be highlighted in order to impress the consumers. Regarding the analysis on action plan, the results suggested that in year 1, the sale forecast was 3,285,000 Baht and the Net Profit Margin was 19.20%with good liquidity and positive cash flow. Consequently, it could assume that this marketing plan was feasible to be operated.