Strategic Plan for Khana Yacht Charter Business / Pakjira Banchakorn= แผนกลยุทธ์ของธุรกิจ คณา ยอร์ช ชาร์เตอร์ / ภัคจิรา บัญชากร
- หน้า, ตาราง
The objective of this special project is to develop a strategic plan for Khana Yacht Charter (KYC) business. Khana Yacht Charter business provides private charter cruise service on the Chao Phraya River. Generally, cruising service on the Chao Phraya River are calculated and charged on a person basis and the cruising service operators have a specific boarding time while KYC is private charter service in which the customers choose available time slot and charge by package basis. Since the main KYC’s customers are local customers, KYC has found that there is an opportunity from international customers who would like to experience exclusive and local service. Thus this strategic plan developed for international customers. The scope of this special project has included analysis of cruising service on the Chao Phraya River market, Analysis of international tourist arrivals in Thailand, Analysis of strategic marketing for target international customers, and the analysis of financial impact. With the financial projection, the corporate valuation is approximately 4,151,469.50 THB with 4.15 THB per share. IRR is equivalent to 47.5% which is higher than cost of capital of 15.0% with payback period of 4.3 years.