ศึกษาความเป็นไปได้ของธุรกิจไอศกรีมบุฟเฟต์ ภายในห้างสรรพสินค้าเซ็นทรัลเวิลด์ / ปุยฝ้าย ศรีสุขนิมิต = The feasibility study of ice cream buffet business in CENTRAL WORLD / Puifai Srisuknimit
The objective of this study is to test the feasibility of investing in a buffet ice cream business at Central World. Nowadays the temperature in Thailand keeps increasing; ice cream is one of favourite choice people have usually come up in their mind. Main concept of this project is to combine both western lifestyle and behavior of customer together and become a new opportunity for buffet ice cream business. Considering on the competitive environment, Central World has the potential for this business because there is no any direct competitor. In addition, the potential of ice cream market in Thailand is still large and likely to grow strongly. The study is divided into three parts; marketing, operation and finance. From the marketing study, it is feasible due to high potential of market and few competitors in this business. For the operation study, the researcher finds this location; Central World, is suitable and having lots of potential consumer because this place is located in the middle of the city with major public transportations. In addition, the financial study shows that the project with initial investment of 3 million Baht will yield an internal rate of 19.32% of return investment. Furthermore, net present value of the project is 31,193 Baht at the discounted rate of 19%, with a payback period within 3 years and 8 months.