This independent study aims to gather information to create a business plan for the “Baan Ruamjai” project, located on Wong Rian Thong Road, Ban Talat subdistrict, Khlong Khuean disrtrict, Chachoengsao province. The primary and secondary data was collected to analyse business environment and competition which led to marketing, management and financial plan.The study on business environment revealed that Thailand is turning into an ageing society. The proportion of senior citizens has steadily increased. The study on their lifestyle found that most senior citizens today want to continue to be a part of society and to meet and socialize with friends. As a result, the business that is worth investing.
For marketing plan, the target group is healthy females aged 60-69 who like to travel and participate in activities with friends. The project focused on cost effectiveness strategy, providing clean accommodation with facilities and security that creates a sense of recreation, and creating good impression in the services. This study also propose channel and IMC strategy to communicate with the target customers so that they can access information quickly and appropriately. The investing budget of this project comes from owners and loan. Of the shareholders’ equity,
30% will be invested in the form of a land plot where the project is located. Since the land cost is lower than the current price, and cash can be used to invest in buildings with standard quality. Based on the assumption and financial estimation, the investment is worthwhile since NPV is positive, at 1,021,105 baht. IRR is estimated at 11.11% higher than the cost of the investment, and the breakeven should come in 7 years and 2 months.
