แผนธุรกิจสำหรับร้านไอศกรีมโยเกิร์ต “FroYo” ที่ โครงการ เดอะเซอร์เคิล ราชพฤกษ์ / ณิฐชานันท์ เศรษฐธนนันท์=Business plan for “FroYo”, A Frozen Yogurt Shop at The Circle Ratchapruk
The objective of this independent study is to formulate a business plan for “FroYo”, a frozen yogurt ice cream shop, to be located in The Circle Ratchapruk shopping mall in Bangkok. The study includes an analysis of the nature of the business, management, marketing, operation, financial, contingency plan, and critical risks. According to the study, the ice cream market in Thailand has a tendency to grow continuously. Premium ice cream had a market value of 5,000 million baht in 2011, a 20% increased from 2010. In addition, consumer behavior has changed to focus on the quality and the production of food in the past years. People are more concerned about the amount of fat and the freshness of their intakes. This trend is an accommodation for frozen yogurt ice cream. Frozen yogurt is a healthy dessert with low sugar, low fat and produced from fresh and high quality ingredients. FroYo frozen yogurt’s target customers are students and young professionals, both men and women between 23-30 years old who have an income of 10,000 – 35,000 baht per month. These potential customers live close to The Circle Ratchapruk mall, live a contemporary lifestyle. They like meeting out with friends and families, and are concerned about their health. From the study, people are looking for a variety of delicious products that are reasonably priced. In order to respond to the research, FroYo’s will have to focus primarily on product and price differentiations. The business expects to use an initial investment of approximately 2,500,000 baht. The Payback Period is 2 years 5 months and 4 days. The Net Present Value (NPV) is 1,954,686.31 baht, and the Internal Rate of Return (IRR) is 38%.
