This project aims to study the feasibility of a business that offers a fine quality of Steak at Chamchuri square. There is an opportunity from external factors such as Economic growth on 1st half of 2012 and the increasing rate of out-of-home dining behavior of consumer to support the Steak restaurant business at Chamchuri square. This study focuses on three major perspectives which are marketing, operation, and finance. According to the marketing study’s results, this special project is feasible and supported by 3 levels of the developing Strategy which are Organization strategy, Business strategy and Marketing strategy. The proper Business strategy is Focused Differentiation to get more value added and competitive advantage for our target customer in Steak restaurant industry.
According to the operation study’s results, this special project is feasible by several factors such as Production management, Procurement management, and Restaurant’s location which is located at Chamchuri square. In term of finance study’s result, the source of captical budget comes from equity capital and long-term loan from commercial bank by 50-50 ratio. Regarding to the weight average cost of capital is 15.24% and based on the assumption, Net present value would be 7,000,518 baht, Pay back period would be 11 months and Interest Return Rate would be 120% which is very good finance result. In conclusion, this special project is feasible for investment with a very good evaluation on three major perspectives which are marketing, operation, and finance.
