การศึกษาความเป็นไปได้ในการลงทุนธุรกิจร้านสเต๊กเนื้อพรีเมี่ยมในอำเภอสันทราย จังหวัดเชียงใหม่

Abstract

Researching to assess the feasibility of investing in a premium steak restaurant business in San Sai District, Chiang Mai Province. The study methodology involves in-depth interviews with three business operators of premium beef steak restaurants and collecting questionnaires from 200 consumers using a convenience sampling method. The findings of the environmental feasibility study indicate that various factors contribute positively to the business operations of premium steak restaurants. Specifically, political and legal factors, economic factors, social and cultural factors, and technological factors all play a role in supporting such establishments. One significant factor identified is the government's policy to promote and support small and medium-sized businesses (SMEs), which has been instrumental in fostering a conducive environment for entrepreneurship. This policy, coupled with the Chiang Mai Provincial Development Strategy Plan, reflects a commitment to bolstering economic growth in the region. Moreover, government initiatives aimed at boosting tourism in the northern region and specifically in Chiang Mai Province have led to a notable increase in the number of both Thai and foreign tourists visiting the area. The influx of tourists has resulted in heightened revenue turnover within Chiang Mai Province, subsequently impacting the local economy and increasing opportunities for consumption, particularly in the food and beverage sector. As a result, premium steak restaurants stand to benefit from this increased demand for dining experiences. The outcomes of the marketing feasibility study have revealed critical insights into various aspects crucial for the success of premium steak restaurants. In terms of product considerations, respondents prioritize attributes such as quality, freshness, cleanliness, and food taste. They also emphasize the importance of pricing that aligns with the perceived value of the food offered, encompassing both quality and quantity. Regarding distribution channels, respondents highlight the significance of convenient store operating hours and the availability of home delivery services, recognizing the importance of accessibility and convenience for customers. In the realm of marketing promotion, there is a notable emphasis on leveraging social media platforms and word-of-mouth referrals to showcase the restaurant's offerings. Additionally, respondents value personalized service experiences, with a focus on courteous, well-presented staff who possess adept product knowledge and can efficiently assist customers with menu recommendations. Concerning physical attributes, respondents emphasize the importance of distinctive and aesthetically pleasing decor that sets the restaurant apart from competitors. They also stress the necessity of maintaining clean utensils and equipment, reflecting a commitment to hygiene and quality standards. Lastly, in terms of the service process, respondents prioritize simplicity, speed, accuracy, and consistency in service delivery, aiming to ensure an equitable experience for all customers. These findings underscore the importance of aligning various aspects of the restaurant's operations with customer preferences to enhance satisfaction and drive business success. The technical feasibility study has determined that the optimal location for the premium beef steak restaurant will be situated along the Chiang Mai - Chiang Rai Road, specifically in San Pa Pao Subdistrict, San Sai District, Chiang Mai Province. The establishment boasts a spacious two-story layout encompassing an area of approximately 800 square meters. Within this space, patrons will find 14 dining tables, along with a dedicated customer lounge, product display room, fully-equipped kitchen, restroom facilities, and a cash counter for seamless transactions. A notable feature of the restaurant is its distinctive cowboy-themed decor, a unique aesthetic not currently represented among premium steak establishments in Chiang Mai. This decor choice lends the restaurant a distinctive and memorable ambiance, setting it apart from competitors and offering patrons a novel dining experience. The management feasibility study has determined that the premium steak restaurant will operate under the legal structure of a limited company, duly registered with the appropriate regulatory authorities. The company will be comprised of three partners, each holding shares in the venture in the respective proportions of 40%, 30%, and 30%. With regards to financing, the establishment requires an initial investment totaling 3,000,000 baht. This capital will be entirely sourced from the owner's equity. The financial feasibility study has yielded compelling findings regarding the investment viability of the premium beef steak restaurant venture. With an investment in this business, the projected payback period stands at 1 year and 10 months. Furthermore, the net present value (NPV) of the project is calculated at 3,346,716.86 baht, signifying a substantial positive return on investment. Additionally, the project rate of return (IRR) stands impressively at 58%, indicating the attractiveness of the venture's profitability potential, solidify the conclusion that the premium steak restaurant business represents a lucrative and worthwhile investment opportunity.