Dots 'N Cream Company

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Preface
This Project is a part of Project Feasibility Study and
Evaluation Course in the 2nd semester, 2010. In the content of the
project is studying about the feasibility of Dots ice- cream business
under the brand of Dots ’n cream, which the first business who
perform the business in Thailand and also in Chiang Rai, including
the generally of ice-cream business, management in of ice-cream
business, competition analysis and marketing feasibility, the
financial feasibility of ice-cream business, and risk of ice-cream
business. This project can be invite everyone who interested to get
knowledge and information about ice-cream business before make
decision to investment, including preoperational process and
operation process ice-cream business, for the benefit to investment
and profit of doing this Dot ice-cream business. We are expect that
our project will provide benefit more and more interested person
Moreover, if we have any error in this project or whatever, our
ground made an apology at this opportunity.
Group members
Miss Wannaporn Chawalitwongporn ID: 4731205119 Tourism
Miss Patcharaporn Morsart ID: 5031205050 Tourism
Mr. Nattapon Kitudom ID: 5031205136 Tourism
Miss Sasiprapha Nonpayom ID: 5031205240 Tourism
Miss Sudtida Kerdkaew ID: 5031205241 Tourism
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Table of Content
Title Page
Preface 1
Table of Content 2-3
Chapter 1 Introduction 4
1.1) History and Background of Ice- Cream 5-7
1.2) The Origins and Significance of the project 7-8
1.3) Project Objectives 8
1.4) Benefits of Project 8
1.5) Operational Methods 9
1.6) Time frame of study 10
Chapter 2 Industry profile 11
2.1) Nature of Industry 12
2.2) Situation Industry 12-14
2.3) Product and Service 14-26
2.4) Vision 27
2.5) Mission 27
2.6) Strategy 28-30
Chapter 3 Marketing Feasibility Study 31
3.1) Marketing Analysis 32-46
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3.2) STP Analysis 47-48
3.3) Marketing Mix Strategy 49-51 A

3.4) Sales Forecast/Profit Estimation 52-59
3.5) Marketing Expenses (Sale Incentive) 60-69
3.6) Conclusion in market feasibility 70
Chapter 4 Technical Feasibility Study 71
4.1) Production and Operation Analysis 72-92
4.2) Cost of investment 93-97
4.3) Investment Cost 98-101
4.4) Management Analysis 102-113
4.5) Technical Feasibility Conclusion 114
Chapter 5 Financial Analysis 115
5.1 Income Statement 116-120
5.2 Balance Sheet 121-125
5.3 Statement or Cash flow 126-130
Chapter 6 Risk Management 131
6.1 Risk analysis 132
6.1.1 External Forces 132-134
6.1.2 Internal Forces 134-140
6.2 Conclusion of Risk Management 140
Chapter 7 Summary 142-144
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Appendix 145-157
Chapter 1
Introduction
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1.1) History and Background of Ice- Cream
The story of ice cream begins a long, long time ago in a most beautiful place.
The story of ice cream begins over 3,000 years ago in China. Lots of cool things were
invented in China. Umbrellas, glasses and fireworks were all invented in China but
the tastiest and coldest Chinese invention is snow ice cream. The Emperors of China
were the first people, we know about who were lucky enough to get to eat snow ice
cream. Their cooks mixed snow and ice from the mountains with fruit, wine and
honey to make a tasty treat for their rulers to enjoy when they wanted to relax.
How the Romans came up with the idea of making snow ice cream we do not
know. But what we do know is that in 62 A.D. the Roman Emperor Nero wanted to
eat snow ice cream so badly he sent slaves up to the mountains to bring back snow
and ice so his cooks could make it for him. Nero's cooks mixed the ice and snow the
slaves brought back with nectar, fruit and honey and then Nero ate it.
In 1295, Marco Polo, a great adventurer, returned from China to Italy with a
new recipe for making snow ice cream. His recipe called for mixing yak milk into
snow in order to make it creamy. The idea of mixing a mammal's milk into snow ice
cream caught on and soon the rich people of Italy were enjoying frozen milk.
In 1533, Catherine de Medici of Florence, Italy became the Queen of France
when she married the French king, Henry II. One of the things she took with her when
she moved from her home in Italy to her castle in France was her recipe for making
frozen milk. Soon many of the cooks in France were making the delicious treat. One
French chef opened a shop to sell the tasty treat. He was the first cook to add flavors
like chocolate and strawberry to the frozen milk.
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When Charles I of England visited France in the 1600s, he was served frozen
milk. He loved it so much, he asked the French chef who served it to him to sell him
the recipe. Charles I took the recipe back to England with him and the rich people of
England began to eat the delicious cold dessert.
In 1700, Governor Bladen of Maryland, who was from England, served ice
cream to his guests. Seventy-six years later, the first ice cream parlor in America
opened in New York City.
Dolly Madison, the president's wife loved ice cream so much, she served it to
her White House guests in 1812. In 1843, an American woman named Nancy
Johnston invented the hand-cranked ice cream freezer, which made making ice cream
easier. In 1851 Jacob Fussel opened the first ice cream factory in the United States of
America in Baltimore, Maryland. He sold his ice cream from a wagon. In 1899,
August Gaulin, who lived in France, invented the homogeniser. This invention helped
give ice cream a really smooth texture. In 1902, August Gaulin invented a new kind
of ice cream freezer that helped make ice cream freeze faster.
In 1903, Italo Marchiony, a man who sold ice cream from a pushcart he
pushed through the streets of New York City, invented the ice cream cone and
patented his idea. He invented the waffle cup because he was tired of people walking
off with or breaking the glasses he used to serve ice cream from his pushcart.
A year later in 1904, E.A. Hamwi introduced the waffle cone at the St. Louis
World Fair. People say he began making the waffle cones when an ice cream vendor
at the fair ran out of bowls.
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The closing of bars that sold wine and beer in 1919 led to the opening of many
ice cream parlors in the United States. The more Americans ate ice cream the more
they wanted to eat ice cream. This demand for ice cream led to the invention of the
first chocolate covered ice cream bar. The first chocolate ice cream bar was called the
I-Scream Bar but later its name was changed to the Eskimo Pie. You can buy an
Eskimo pie at the grocery store if you want to find out what it tastes like. You can
also buy a Good Humor Bar which was invented in 1920 and was the first ice cream
sold on a stick. But if you're like me, you'll head to Baskin-Robbins, which first
opened in 1946 in California, and buy a scoop of Cookies 'N Cream which is made
with real Oreo cookies. This ice cream flavor was invented in 1983. Others like
Chocolate Chip Cookie Dough have been invented since 1983 but Cookies 'N Cream
will always be my favorite. Of course, vanilla ice cream with honey on top is also
very good. I'm so glad someone in China decided to mix snow and ice with honey and
that now even poor people like me can afford to eat tasty frozen treats each and every
day of the week, just like Mr. Baskin and Mr. Robbins intended. (source from
http://webinstituteforteachers.org/~cbmallare/History1.htm )
1.2) The Origins and Significance of the project
According to hot weather in Thailand, we realized that it must be a good

chance for our company to conduct a new type of ice-cream business because there’re
so many people who love to consume cold desert such as ice-cream and it can be sold
throughout the year. In addition, we chose Chiang Rai as our first parlor because
Chiang Rai is becoming a popular tourist destination in Thailand and that leads to
economic growth as seen from the contribution of Central shopping Mall which is the
place we chose to conduct our ice-cream parlor as a premium quality of ice-cream.
Moreover, we have a roughly surveyed the ice-cream market in Chiang Rai and found
that most of the firm who’s conducting this type of business; both local ice-cream
shop as well as branded shop have sold the traditional ice-cream which is the same
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style and shape. Because of this reason, our company then has an inspiration to
conduct this kind of business but in a difference shape & style of ice-cream which is
dots or other shape of ice-cream during special occasions such as heart shape in
Valentine’s Day, pumpkin shape in Halloween, and Christmas tree during Christmas
under the brand of “Dots ‘n Cream”.
Our company has an inspiration from one of ice-cream business in USA that
produces a premium ice-cream in a shape of dots, however our company has create
new recipes of ice-cream and added more shape altogether with its color in order to
response and attract customers.
Our target market are teenagers and families in Chiang Rai who love Ice-
Cream and prefer to try something new such as lovely style & shapes of ice-cream as
well as the cute theme services and cute shop decoration, so we focus on making a
lovely design and tasty ice-cream altogether with the beautiful shop decoration
(vintage style) and seasonal theme services in order to make customers satisfy.
1.3) Project Objectives:
• To study about the market feasibility of conducting new style of ice-cream

business in Chiang Rai.
• To analyze market in the business and financial risk feasibility
1.4) Benefits of Project:
• To be profitable and gain return on investment of conducting this business.

• To know about the market feasibility of conducting new style of ice-cream
• To know about operation feasibility of making Dots ice-cream.
• To learn about the market in the business and financial risk feasibility
1.5) Operational Methods:
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• To study about the generally of Ice-Cream business in Chiang Rai.
• To study about the management of Ice-Cream business as follows:
- Background and Classification of ice-cream
- The innovation of Dots ice-cream
- The product and services in Ice-cream shop
- Vision and Mission statement of Dots ice-cream business
- Strategic management of company
• To study about the competitive analysis and marketing feasibility as follows:
- The general of internal & external factors in Ice-cream business

- Marketing Mix strategy of Dots ice-cream business
- The demand of consumers for Dots ice-cream
- forecast & profit estimation of Ice-cream business
• To study about technical process of Dots ice-cream business as follows:
- Location
- Analyzing of Operation management
- Investment and Operational costs of conducting this business
• To study about financial feasibility of Dots ice-cream business as follows:
- Company’s capital and investment, operation costs & expenses, other

expenses, etc.
- Profit & Loss statement, Cash flow, and Balance sheet in 5 years of
operation of Dots ice-cream
• To study and analyze about risk taking of running Dots ice-cream business in
Chiang Rai
• To summarize about the feasibility of Dots ice-cream in Chiang Rai
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1.6) Time frame of study:
Table: 1.1 Time frames, since November 2010 - February 2011
November December January February

Operations Methods
W W W W W W W W W W W W W W W W
1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4
1. To study about the generally of
Ice-Cream business in Chiang Rai.
2. To study about the management
of Ice-Cream business.
3. To study about the competitive
analysis and marketing feasibility.
4. To study about technical
process of Dots ice-cream
business.
5. To study about financial
feasibility of Dots ice-cream
business.
6. To study and analyze about risk
taking of running Dots ice-cream
7. To summarize about the
feasibility of Dots ice-cream in
Chiang Rai.
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Chapter 2
Industry Profile
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2.1) Nature of Industry
IT is a commentary on the trend of life that a book of nearly 700 pages should
be written on a comparatively small item of diet, an item which, until a few years ago,
was either regarded as a luxury or as a special treat for small children. This one item
has now become the basis of one of the big food industries, ice cream manufacture,
and it must be admitted that ice cream is a useful and palatable method of inducing
people to take more milk. Messrs. Turnbow, Tracy and Raffetto have in this revised
edition brought their earlier work, of 1927, up to date ; have added chapters and
rewritten chapters, and the result is a very readable compendium of knowledge (there
are a number of minor and several major errors particularly in the scientific parts)
dealing with every aspect of ice.cream, from manufacture to salesmanship. It would
be an interesting study to try to decide which author has been responsible for the
various sections, for they are not all of one style, and one gets the feeling of a vision
of patchwork quilt. (source from http://www.nature.com/nature/journal/
v161/n4092/abs/161500b0.html)
2.2) Situation Industry
Nowadays there are many ice-cream parlors in Thailand. It is the business
which offers happiness to consumers by providing the best quality of product and
extra services. In addition, this business is responding to customer’s awareness of new
type or exotic ice-cream. The customers can order whatever they want or even create
their own recipes of ice-cream by themselves. Moreover, Dots ‘n Cream has provided
theme services during special occasions; therefore made customers satisfy with both
products and services. However, from base budget reduction of customer services, it
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makes the ice-cream parlor business has high competitive. Most of the companies
whom conduct this type of business try hardly to create their own strategies in order
to compete their competitive such as competition in setting price, quality of products
& services, and special discount promotion or premium to motivate the customers.
The bars chart below shows the market value of ice-cream in Thailand during
2006 – 2007 which the trend of each segment was slightly increased. (source from
http://www.kasikornresearch.com/TH/KEcon%20Analysis/Pages/Search.aspx?cid=11)
Figure 2.2.1 – Ice-cream consumption in Thailand since 2006-2009
2006 Market Value (MillionBaht)

900 1,200
Premium
Medium/Mass
Lower Cost Market
7,900
Figure 2.2.2 – Ice-cream consumption in Thailand since 2006-2009
2007
1,000
Market Value (MillionBaht)
3,000
Premium
Medium/Mass
Lower CostMarket
7,000
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Most of the consumer in ice-cream market preferred “Wall ice-cream” rather
than those competitors and because of this reason, it makes Wall company gained
prior market share. In addition, Nestle, Cremo, Magnolia, and other ice-cream
company have gained less market share respectively. However, the total market value
of ice-cream industry is almost 4,323 billion as shown in the figure 2.2.2 below.
(source from http://www.marketeer.co.th/result_mktm_new.php?inside_id=6563&
param=power%20share)
Market Share of Ice-cream in Thailand
70.00%
60.00%
50.00%
40.00%
Wall
30.00%
Nestle
20.00% Cremo
10.00% Magnolia
Others
0.00%
Wall Nestle Cremo Magnolia Others
Figure 2.2.2 – Market share of ice-cream industry in Thailand
2.3 Product and Service
2.3.1 Product
• Chillz
Chocolate Sour Blue Razz
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Wango Rainbow copy
• Flavored Ice
Bubble Gum Liberty Ice copy
Rainbow Ice copy Watermelon Ice copy
• Ice-Cream
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Banana Bubble Gum copy
Cotton Candy Peach
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Strawberry
Tropical Tie Dye
Vanilla copy
• No sugar add
Fat Free Fudge Reduced Fat Vanilla
• Sherbet
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Lemon Lime Sherbet Orange Sherbet
Raspberry Sherbet copy
• Yogurt
Strawberry Cheesecake
• Cone & Cup
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Waffle Cone Sugar Cone Cake Cone Waffle Bowl
Crystal Cup Plastic Cup
• Ice-Cream Toppings
• Sauce
 Chocolate
 Strawberry
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 Caramel
• Fruit
• Chocolate
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• Caramel
• Peanuts
• whipping cream
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• Cherry
• waffle
• Sprinkles
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• Gummy
• M&Ms
2.3.2 Service
• Internet Hi-Fi
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• Reading Corner
• Rest Rooms
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2.3.3 Theme Service
• Valentine’s Day
• Halloween
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• Christmas
• Vintage Theme
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2.4) Vision
To make Dots ‘n Cream the most popular ice-cream parlor and the prior
market share in ice-cream industry in Chiang Rai.
2.5) Mission
Dots ‘n Cream has provides the best quality of Dots ice-cream and beautiful
theme services depend on seasonal and special occasions with a team of specialized
staff. Our company would like to establish long-term relationship with customers as
well as create customer loyalty by concerning about customers needs & wants. Dots
‘n Cream is also offer a special promotion set of ice-cream and create new strategy of
“made by order” in order to make our product to be attractiveness and differentiated
from competitors.
2.6) Strategy
2.6.1 Corporate Level:
“Dots ‘n Cream” is the new business that will launch their products and
services in Chiang Rai and make it to be well-known in the entire market. This is the
reason why our business used “growth strategy” in order to make an accomplishment
for business. Growth strategy can be used to improve “Dots ‘n Cream” to be the most
popular ice-cream parlor in Chiang Rai. It will also lead the positive effect by
increasing growth rate for our business; especially focus on creating the growth within
the organization which is horizontal integration strategic.
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Our business will support the products and services by using horizontal
integration strategic and then adding products diversity such as style, shape, taste, and
colors. For example, product line of dots ice-cream; it has many shapes and colors,
such as shape of dots with rainbow color, shape of heart with red color in Valentine’s
Day, shape of pumpkin with two tones color in Halloween, etc. In addition, product
line of ice-cream containers such as crystal cup, waffle cone, sugar cone, and cake
cone, etc. From the strategy that we adapt to support products and services, it can
generate high profits to our business.
Furthermore, our business has high cooperated level with the supplier such as
grocery stores in the local market, fruits store, chocolate factory, etc. All suppliers
provide the best quality of products as we have ordered. Therefore, our ice-cream is
always fresh and ready to serve at anytime.
2.6.2 Business Strategy:
“Dots ‘n Cream” is new business that enters to ice-cream market therefore
our company needs to create distinctive strategy to make the difference from existing
competitors. Our company has to take competitive advantages by adapting the
strategy toward products and services and gain prior market share.
The difference of Dots ‘n Cream when comparing to the existing ice-cream
parlor in Chiang Rai is the shape of ice-cream and its theme services which are very
differ from the local branded and international branded.
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2.6.3 Functional Strategy:
• Marketing Strategy
Product Strategy
- Create brand image by using product branding, logo, and its slogan to attract
customers
- Focused on providing high quality of products and services
- Always develop products and theme services to be up to date
Price Strategy
- Estimated cost and selling price of competitor
- Similar price of product, but higher quality than those competitors
Place Strategy
- Use an area of parlor for products and services distribution, and then emphasize
marketing strategy as “pull strategy”
Promotion Strategy
- Advertise the products and services through various communication media such as
radio, brochure, or billboards
- Introduce new recipes of Dots ‘n Cream by seasonally and give a discount for
customers
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• Financial Strategy
- Loan money from bank to conduct business
- Prepare clear and accurate systematic of financial statements monthly
- Developed accounting system and financial system in standard form
• Human Resources Strategy
- Training employee in order to provide the best service toward customers
- Assign an appropriate position and duty to employee
- Tracking task and evaluate employee’s performance individually
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Chapter 3
Marketing Feasibility Study
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3.1) Marketing Analysis
3.1.1 General Environment Analysis
• Political factors
“Political situation of Thailand in presently is not still normal. It is the lack of
stability. The factors affect to demand for domestic, such as red shirt, yellow shirt and
unrest between Thailand and Cambodia, etc. (chiangmainews, 2009), however these
political problems have no affected in decreasing the number of people who consume
ice-cream because this business is apart from political crisis in Thailand which means
people don’t have to be worried of any serious situation that might occurred. On the
other hand, the demand of consuming ice-cream could be rise up dramatically because
it can make them feel relax from the stress. Therefore, the entrepreneur of ice-cream
parlor can get more revenue and profits by adjusting an appropriate operating and
marketing plan to satisfy the customers such as setting suitable promotion for
products and services to match customer needs and wants.
• Economic factors
The Thai economy in 2010 is likely to pick up, with a growth rate of 3.5 percent,
an increase from 3.3 percent forecast in September 2009. According to the Ministry of
Finance, the improvement in the Thai economy will be a result of the Government’s
stimulus measures, as well as the acceleration of private spending and the recovery of
the global economy.
The Gross Domestic Product (GDP) in Thailand contracted at an annual rate of
0.2 percent in the third quarter of 2010. From 1993 until 2010, Thailand's average
quarterly GDP Growth was 1.01 percent reaching an historical high of 7.10 percent in
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September of 1993 and a record low of -5.10 percent in March of 1998. The economy
of Thailand is an emerging economy which is heavily export-dependent, with exports
accounting for more than two thirds of gross domestic product (GDP). Well-
developed infrastructure, a free-enterprise economy, and generally pro-investment
policies, made Thailand one of East Asia's best performers. However, overall
economic growth has fallen sharply in 2008 and 2009 as global downturn and
persistent political crisis stalled infrastructure mega-projects, eroded investor and
consumer confidence.
The inflation rate in Thailand was last reported at 3.40 percent in July of 2010.
From 2000 until 2010, the average inflation rate in Thailand was 2.51 percent
reaching an historical high of 9.20 percent in July of 2008 and a record low of -4.40
percent in July of 2009. Inflation rate refers to a general rise in prices measured
against a standard level of purchasing power. The most well known measures of
Inflation are the CPI which measures consumer prices, and the GDP deflator, which
measures inflation in the whole of the domestic economy. (Trading Economic, 2010)
According to the movement of economic situation, there’s no affect to the ice-
cream business because, even though the economic is slowdown, the numbers of ice-
cream consumer is still in high level. In addition, ice-cream is a product that can be
sold through out the year; no matter what season or which special occasion.
Moreover, after considering the trends of economic this year, our company has
estimated that the economic in 2011 will grow up more than this year.
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• Social and Environmental factors
The society in Thailand nowadays is more flexible than the past (a hierarchical
society) which means that people can consume any class of products and services they
wanted; no matter those products and services are expensive or not. The reasons
above have shown that most of the business depends on consumers who have
purchasing power, and ice-cream parlor is also the business that suitable for everyone
in society. Moreover, the environmental factor is hot weather in Thailand which leads
to more consuming of ice-cream products.
• Technological factors
The technological equipments that our company used in operating business consist
of “normal ice-cream making machine” which helps reducing time and operation
costs. Moreover, “nitrocream machine” can also produce dots ice-cream faster and
easier with more quantity. Additionally, “ice-cream freezer” is necessary for keep
an ice-cream from high temperature outside as well as “ice-cream dipping
cabinets” with 16 flavor freezers for 3 gallon tubs. There’s also “ice-cream
topping freezer equipment or flavor-rails” where the toppings are housed.
Strawberry, chocolate syrup, pineapple, etc. The rail houses the toppings and the
cabinet is actually an additional freezer compartment. It is great for back-up cans
as well as the basic flavors used in shakes and sundaes (usually vanilla, chocolate
and strawberry will be dipped out of this cabinet). “Batch freezer” is also used for
produce a perfect premium style ice-cream and sorbet which offer more quality,
durability, and convenience for users just like “waffle cone bakers” that offer
freshly cones everyday.
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Besides the technology of ice-cream homemade equipment, the technological
of communicating device is also important such as telephone and internet that use
to contact with customers. In addition, calculator and cashier machine are very
necessary because it’s very helpful when receiving a payment from customers.
Therefore, using innovative technology can help the business to gain
competitive advantages, and also making their product more outstanding than
those competitors. Furthermore, it can be considered that using technology can
response to customer needs and wants with the best quality and more effectively of
products and services.
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- Technology Equipment
Normal ice-cream maker Nitrocream machine
Batch machine Ice-cream topping flavor/flavor rails
Waffle cone bakers
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Ice-cream dipping cabinets’ Ice-cream freezer
Telephone Internet/WiFi
Cashier machine Calculator
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3.1.2) Competition Analysis
• Competitor Analysis
Our competitors
Because of our business “Dots ’n Cream” have uniqueness in products and
services which is very different from other competitors. We haven’t had a direct
competitor to compete in our business; however we have had indirect competitors
instead. Our indirect competitors can be divided into two groups which are branded
ice-cream and local ice-cream. The branded ice-cream is Swensen’s and Dairy Queen,
and the local ice-cream is Huck ice-cream.
Indirect competitors
• Brand ice-cream
 Swensen’s
Address: 869/16 6 Moo 4, Phaholyothin Road, Tumbon Wiang, Muang District,
Chiang Rai 57000 (opposite Nigh Barza)
Address: 184 Moo 25, T. Rob Wiang, Muang District, Chiang Rai, 57100 (Big C)
Product
- The products of Swensen’s are including several menu of ice-cream, ice-cream cake,
drinking in order to customer can choose the menu they prefer. In addition their
services is more comprehensive, they also provided the service in a warm, family
atmosphere’s experience. Their service comes from working with naturally friendly
people well trained in all aspects of operating on ice cream parlor. They have strived
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to meet each client's specific needs in planning for the future and achieving their goals
in an ever-changing.
- Swensen’s is a strongest competitor in the ice-cream market because they have two
franchises which opened for a long time.
- The products of this brand are acceptable from the customer because their brand is
famous among Thai people. When this brand is open franchise in Chiang Rai, so this
brand becomes well known among Chiang Rai people.
- They always provided a comprehensive service to the customers to make their
customer feel satisfaction which is the most things that they concerned.
Price
The prices of ice-cream Swensen’s are expensive because their product is an
ice-cream premium. However, ice-cream Swensen’s also have many promotions
which changes follow all the years season al thin order to attracted the customer by
set up the prices in those promotions lower than normal prices.
Place
- The location is suitable for opened the business both Big C and Night Barza because
these locations are the places where the people easy to reach.
- There is advertising via television and also in billboards in the public places.
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Promotion
The promotions of Swensen’s brand are creating follow the season at that
time such as:
• In the Valentine’s Day Festivals, a promotion of Swensen’s is Strawberry in
Love Sundae Promotion.
 Supper Strawberry Chocolate 55 Baht
 Supper Strawberry Banana 55 Baht
 Supper Strawberry Bloom 55 Baht
• In the summer season, a promotion of Swensen’s is Unseen Mango
Promotion.
 Small size
- Supper Taro mango 49 Baht
- Supper Taro Breeze 49 Baht
 Small size
- Taro Mango Tower 79 Baht
- Mango Breeze Tower 79 Baht
- Summer Breeze Mango 79 Baht.
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• In the Mather’s Day, a promotion of Swensen’s is I love you “Mom”
Promotion.
- Ice-cream Cake 750 Baht
• In the Christmas, a promotion of Swensen’s is Christmas Sundae Promotion.
 Small Size
- Nutty Sundae 59 Baht
- Snowy Choco 59 Baht
- X’Mas Berry 59 Baht
 Big Size
- Merry Sundae 99 Bath
- Greeting Choco 99 Bath
- Very X’Mas 99 Bath
• In the world cup season, a promotion of Swensen’s is World of Sundae
Promotion.
- African Brownies 129 Baht
- Bazillion Nuts 129 Baht
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- Italian Mocha 129 Baht
- American Banana 129 Baht
- English Cookies 129 Baht
- Japanese Green Tea 129 Baht
- Korean Choc 129 Baht
• Swensen’s have central Festival celebration promotion for the customer who
collected the stickers and they will receive the 50% for maximum discount
rate or the first card 100 points can change into 1 stamp.
1 stamp = 10%
2 stamp = 15%
3 stamp = 20%
6 stamp = 30%
9 stamp = 40%
12 stamp = 50%
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• Swensen’s also provided the gift voucher for the customers who buy ice-
cream cake 750 Baht.
• Buy one get one free is also the special promotion of Swensen’s ice cream.
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 Dairy Queen
Address: 184 Moo 25, T. Rob Wiang, Muang District, Chiang Rai, 57100 (Big C)
Product
- The products of Dairy Queen are including several menu of ice-cream, ice-cram
cake and drinking in order to customer can choose the menu they prefer. In addition,
their services is focusing on quick-service in order to serving ice-cream for the
customer because the store have only counter. Their store doesn’t have the seat which
provided for the customer, so they need to provide the service as quickly as possible.
However, Dairy Queen also provided the premium ice-cream with effective service
for the customer.
- Dairy Queen is a strongest competitor in the ice-cream market because they are only
branding who is conducting the business in Chiang Rai.
- The products of this brand are acceptable from the customer because their brand is
famous among Thai people. When this brand is open franchise in Chiang Rai, so this
brand becomes well known among Chiang Rai people.
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Price
The prices of ice-cream Dairy Queen are medium prices because they’re
focusing on the target market of child and teenager, thus they have to set up the prices
in the medium rate.
Place
- The location of Dairy Queen is suitable for open the business which located in
Big C.
- There is advertising via television and also in billboards in the public places.
Promotion
Dairy Queen is quite limited in their promotion because their store is a mini
bar with the medium prices of product, so they gift a little discount in the popular
product such as Blizzard ice-cream.
 Blizzard ice-cream has 4 sizes which are small size 25 Baht, Medium size
35 Baht, Big size 45 Baht and Take home 55 Bath.
- When the customers buy the small size of Blizzard ice-cream and if
they want to buy the medium size, they will pay more 5 Baht.
- When the customers buy the medium size of Blizzard ice-cream and if
they want to buy the big size, they will pay more 5 Baht as well.
- The promotion of take home size are different form another sizes
which is set up the special discount from 55 Baht to 50 Baht.
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• Local brands
 Huck ice-cream
Owner: Mayrin Phonrat
Address: In front of Mae Fah Luang University
Product
- The products of Huck ice-cream are including several menus of ice-cream, snow
cone ice-cream, and milk churn. In addition, their service is moderate because the
service of Huck ice-cream is customer’s own servicing.
- Huck ice-cream is a strongest competitor in the ice-cream market because they are
only branding who is conducting the business in Chiang Rai.
- The products of this store are acceptable from the Mae Fah Luang University’s
student because their ice-cream is the uniqueness style of snow flake which difference
from other store.
Price
- The prices of Huck ice-cream are reasonable prices because they’re focusing on the
Mae Fah Luang University’s student. However, if they want to add more topping, it’s
quite not reasonable with its prices of ice-cream.
Place
- The location of Huck ice-cream is suitable for opened the business which located in
front of Mae Fah Luang University.
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3.2) STP Analysis
3.2.1 Market Segmentation
Dots ’n Cream’s market segmentation is separated customer segment into
three niche groups; each group is classified according to their consuming behavioral.
As our market segmentation can help us generate better understanding of customer
expectations and marketing conditions. Our three market segmentations are identified
below:
Our first group is the ice-cream lover; this group is seeking for new type and
new taste of ice cream to fulfill their wants. The second group is the general customer
who loves dessert. The last group is the group of people that are interested in
experiencing excellent services and good ice cream parlor’s style, warmth and
comfort atmosphere. The following figure shows the comparing number of each
group.
Market Segment
servicefocus
15%
dessert lover
25% ice-cream lover
60%
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3.2.2 Target Analysis
As ice-cream parlor is the fast growing business that the products can be sold
throughout the year. Therefore, require more specialize marketing strategies to
differentiate our business from the competitors. Therefore, Dots ’n Cream offers new
package and style of the product to response to customer needs. Our business targets
the two particular groups, which are the teenagers and the families. The characteristic
of teenagers are more likely to attract as they love challenging and want to kind
something new. The characteristic of families are that they love going as a group,
enjoying and having good time together, so they purchase at greater amount.
3.2.3 Position Analysis
Dots ’n Cream position its business by creating good corporate image,
building awareness of the business existence including products and services into
targeted customers’ minds. With the new developed product package at a first place in
Thailand, will faster encouraging the customer’s perception toward the business. In
addition, our well-trained employees those who are ready to serve you an excellent
service with warmness, friendliness, courtesy, and service mind, as customers can be
ensured with. Moreover, the business opens and is always appreciate for any reviews,
comments, or feedbacks from the customers as every feedback will be use as an
inspiration for business improvement and better response to customer needs and
wants.
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3.3) Marketing Mix Strategy
3.3.1 Product strategy
Branding Strategy, we had set up a name of our brand in English language
because it looks internationally and relates with our product. “Dots ’n Cream” is the
name of our company. It looks lovely and easy to remember. We also created a logo
in order to making the identity into our brand. Our logo has used the graphic with the
lovely design in order to promote our brand and attract the customer in the target
group of child and teenager in Chiang Rai.
Dots ’n Cream Logo
• Products and services strategy
Dots ’n Cream is brand which is including many quality ice-creams with
good services that can be satisfy customers needs. Due to they have the different
preference, so customers can selected our products according to they wanted and
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they also derived the good services that we provided to them. Therefore, our company
has professional employees that our company had trained them better.
• Products
- Ice cream dots
• Services
- Take order and serve
• Reliability and confidence
Dots ’n Cream can create reliability and confidence to customers very well,
because we has create the image of our brand to be well know among Chiang Rai
people with the standard brand. We have responses the customers need and also make
them satisfy after they have consumed our product.
3.3.2 Price Strategy
Dots ’n Cream is focusing on Cost-Based Pricing strategy because the cost of
production of our ice-cream is high values which are cost of raw material, cost of
labor, cost of equipment and etc. Thus, we need concern about the prices by
comparing with the cost of production. However, we will offer the ice-cream with the
quality and quantity which suitable with the prices and also provide the professional
services to the customer as well as the our high quality ice-cream to the customers
3.3.3 Place Strategy
We focus on Pull strategy by using advertisements and sale promotions to
attract more customers because the decision of the customer in buying ice-cream
might depend on quality of product are suitable with its prices. They always choose
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the best product they require, so we should to determine the variety of our ice-cream
product with the good images in order to pull the customer into our ice-cream parlor.
When the customers come to our ice-cream parlor already then they can choose the
products and services in order to responses their needs fully.
However, location of Dots ’n Cream is locating in Central Shopping Mall on
Phaholyothin Road, Tambon Tasud, Mueang District, Chiang Rai.
3.3.4 Promotion Strategy
The promotion tools as follows:
• Advertising
- Informative advertising in order to introducing our ice-cream parlor by using
the brochures, billboards and radio to promote our brand to be well-known
among Chiang Rai residents.
- Persuade advertising in order to present the quality of products and services.
• Sale promotion
Sale Promotion of our ice-cream parlor is focusing on theme service
which changed and decorated theme of parlor according to the seasons
through the year such as Valentine’s Day, Halloween, Christmas and Vintage
Theme. Moreover, we also offer the special discounts for the customers who
has visited and purchased our ice-cream.
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3.4) Sales Forecast/Profit Estimation
According to the record of number of Chiang-Rai residents in 2009, there are
1,194,933 people and the number of household is counted at 454,840 (cited:
Department of Provincial Administration-www.dopa.go.th). Assume that teenagers
(age 15-28 years old) is estimated at 30% of total population which is 358,480
teenagers. And suppose that every household compose at least 1 child (age 3-14) and
parents, so the probability of every household consuming ice-cream will be at 33% or
at least 1 person minimum.
Dots'n Cream's 1st target

customer group (Teenagers)
30
teenagers(targeted)
other residents' generation

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Dots'n Cream 2nd target

customer group (Household)
33
consume(1person)
mayor maynot consume(2

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persons)
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And since our business will be launch at Chiang-Rai Central Shopping Mall,
Maung District, thus the number of target customer will be focus on the population in
Maung District as primarily (116,341 people, 46,758 households). Therefore, the
number of our target customer would be about [(116,341 x 30%) + (46,758 x 33%)] =
[34,902 + 15,430] = 50,332 totally. (cited: Department of Provincial Administration
-http://203.113.86.149/xstat/p5257_01.html)
*Note: However, this is just a yearly estimation and if we divide into months, hence
that we’re competing with other two competitors. Moreover, giving 12,000 additional
supplementary customers from the residents from other Chiang-Rai’s Districts and
tourists, then the estimated no. of customers of our own business per months will be
as follow:
Total no. of targeted customers per year = 50,332 + 10,000 = 62,332
Total no. of targeted customers per month = 62,332/12 ≈ 5,194
Competing with 2 main competitors, plus our own business = 5,194/3 ≈ 1,731
Business’s Target
Customers
1731
Target
Customer/Month
19041
Target
Customer/Year
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Based on the statistic record of ice-cream consumption rate of Thai people
(cited: Positioning Magazine http://www.positioningmag.com/prnews/prnews.aspx?id=47147),
found that the ice-cream consumption rate has increased at 5% average/year. Then,
we can assume that the customers and sales forecast will increase in consecutively.
Together with our sales promotion and business uniqueness, thus we expect the
customers’ basement will increase at a rate 15% (for year 2), 10% (for year 3), and
5% (for year 4 and 5). However, the sales varies and depends on market mechanism
as it will rise and tap highest profits in the early stage and then decline unless we
booth up the sales.
Increasing Trend in customers’ basement

Year 1 = 20,772 (≈ 1,731/month)
Year 2 = 23,888 (≈ 1,991/month)
Year 3 = 26,277 (≈ 2,190/month)
Year 4 = 27,591 (≈ 2,299/month)
Year 5 = 28,971 (≈ 2,414/month)
Total Sales
Year 1 = 5,534,150 baht
Year 2 = 7,942,950 baht
Year 3 = 6,578,700 baht
Year 4 = 7,208,615 baht
Year 5 = 6,444,350 baht
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“Five years Sale Forecast
฿8,000,000
Year 1
฿7,500,000
Year 2
฿7,000,000
Year 3
฿6,500,000
฿6,000,000
Year 4
฿5,500,000 Year 5
฿5,000,000
Year 1 Year 2 Year 3 Year 4 Year 5
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3.5) Marketing Expenses (Sale Incentive)
There are there types of expenses as following:
• Radio advertising ( Jingle In-Out)
• 101.25 MHz, MCOT radio station, Chiang Rai
• 95 baht/time
• Radio announcement in order to promote our products brand and ice-cream
products with the professional services, including the location of our ice-cream
parlor, until start to finish the length is about 20 second. We are buying a
monthly package for 4,000 Baht in first two month of operation.
• Brochure
• High season 600 baht/month
• Low season 1,000 baht/month
• Special Occasions 800 baht/month
• Billboard advertising
We have promoted our ice-cream parlor on the bill
board for 3 billboards around Muang District. The amount of
expense is about 30,000/year Baht.
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• Cost of theme changing within the parlor
• Vintage Theme
The vintage theme is the normal style of our ice-cream parlor when not
during in the special occasions. The total cost of decoration is about 132,020
Baht (including tables, chairs, and decorative items).
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• Valentine’s Day Theme
The theme during Valentine festival, our parlor will be decorated by a
pulling scene which reflects the loves mood. The total cost of decoration is
about 30,000 Baht.
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• Halloween Theme
The theme during Halloween festival, our parlor will be decorated by a
pulling scene which reflects the horror mood. The total cost of decoration is
about 30,000 Baht.
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• Christmas Theme
The theme during Christmas festival, our parlor will be decorated by a
pulling scene which reflects the lovely mood. The total cost of decoration is
about 30,000 Baht.
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3.6) Conclusion in market feasibility
From Dots ’n Cream’s Sales Forecast, we can assume that our business
operation is manage and organized according to the seasoning and special occasions.
There are three periods that we can achieve sales according to the business’s
strategies. The first period is “all year round special occasions”, for instant,
Valentine Festival, Halloween Festival, Christmas and New Year Celebration, etc.
This period, our parlor will be decorated as well as service theme to make the
customers feel more enjoyable and comfortable, thus, the sales volume is large along
with great amount of profits.
The second period, “summer time”, is the period when the sales volume is
large due to the weather conditions which the temperature is high. Therefore, it is the
time when people are searching for something to cool them down as well as the
school’s summer break for children and teenagers. As a consequence, ice-cream is
very preferable and that our business’s sales volume and the profits would be very
high.
The third period, “Rainy & Winter Season”, is the time when our sales are
locates at a low or medium rate. It is generally the season that every ice-cream
business won’t achieve sales volume as much as they want, including our business
too. Therefore, we have to launch special promotions and/or campaign to booth up our
sales. For instant, giving discount and advertising to make the sales and profits grow
at a constant, generating our business with enough money to sustain the parlor and
support them for future growth.
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Chapter 4
Technical Feasibility Study
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4.1) Production and Operation Analysis
4.1.1 Product Characteristics
As everyone knows that Ice-Cream is a cold dessert and very popular among
teenagers and family because of it’s luscious, sweet and it’s looks yummy. Therefore,
a lovely or outstanding style of ice-cream is the most important factor when operating
the ice-cream parlor because this can create the first impression of customers whether
they’ll consume the ice-cream or not. Another important factor for creating
customer’s impression is an ice-cream flavor which needs to be tasty; not too sweet
and not too sour.
• Chillz
• Chocolate, all natural chocolate frozen dairy dessert. Made with
Truvia all natural sweeteners. All natural, non-fat, lower calorie
• Sour Blue Razz, Sour Razz Blue Raspberry Ice. Made with Truvia
all natural sweetener. Naturally non-fat, lower calories, excellent
source of vitamin C.
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• Wango Rainbo, a Tangy take-off on our Traditional Rainbow Ice.
Made with Truvia all natural sweetener. Naturally non-fat, lower
calories, excellent source of vitamin C.
• Watermelon Ice, all the flavor of a juicy sweet Watermelon without
the seeds.
• Flavored Ice
• Liberty Ice, a refreshing blend of Blue Raspberry, Strawberry and
Lemon Ices.
• Rainbow Ice, a fresh and fruity blend of Lemon, Lime, Orange,
Strawberry and Blue Raspberry Ices.
• Watermelon Ice, all the flavor of a juicy sweet Watermelon without
the seeds.
• Ice-Cream
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• Banana, a fund Banana Ice cream you’ll go ape over.
• Banana Split, a blend of Vanilla, Chocolate, Banana and
Strawberry Dots ‘n Cream.
• Birthday Cake, sweet blend of white and yellow cake batter
flavored Dots ‘n Cream Ice cream, Icing flavored Dots ‘n Cream
Ice cream and Cake Bits. Birthday Cake contains Wheat Gluten
and Soy.
• Bubble Gum, a fun of blue, red and yellow Bubble Gum flavors.
• Butter-Pecan, a sweet’ n salty blend of Butter Pecan Ice cream and
Roasted Pecan pieces.
• Can Bar Crunch, Vanilla and Chocolate Dots ‘n Cream with
chocolate Coated Snickers piece. Candy Bar Crunch contains
Peanut, Egg and Soy.
• Caramel Brownie Sundae, Vanilla and Caramel Dots ‘n Cream
with Brownie Chunks. Caramel Brownie Sundae contains Wheat
Gluten, Egg and Soy.
• Chocolate Chip Cookie Dough, Vanilla Dots ‘n Cream with of
Chocolate Chip Cookie Dough. Chocolate Chip Cookie Dough
contains Wheat Gluten and Soy.
• Chocolate Cups.
• Cookies ’n Cream w Oreo, Our most popular flavor. Vanilla Dots
‘n Cream with Oreo Cookie Pieces. Cookie ‘n Cream contains
Wheat Gluten and Soy.
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• Cotton Candy, Sweet a childhood favorite with a creamy, sweet Ice
cream flavor.
• Mint Chocolate, Rich Chocolate and Crème de Mint Dots ‘n
Cream.
• Moose Tracks, Vanilla Dots ‘n Cream with Peanut Butter Cups and
famous Moose Tracks Fudge.
• Peach.
• Peanut Butter Chip, Rich Chocolate and Peanut Butter Dots ‘n
Cream Peanut Butter Chip contains Peanut.
• Planet-51, “Alien green” vanilla Dots ‘n Cream with top-secret
chocolate coated space rocks that crunch and pop.
• S’Mores, A cozy blend of Marshmallows and Chocolate Ice creams
with Graham Cracker Crumbles. S’Mores contains Wheat Gluten,
Soy and Honey.
• Strawberry, Fresh Strawberry flavored Dots ‘n Cream.
• Tropical Tie Dye, An exotic of Banana, Orange, Kiwi Lime and
Orange Passion Dots ‘n Cream.
• Vanilla, Creamy Vanilla a traditional favorite done Dots ‘n Cream
style.
• No sugar add
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• No Sugar Added Fat Free Fudge, Delicious, rich, fudgey flavor.
It’s Fat Free and No Sugar Added.
• No Sugar Added Reduced Fat Vanilla, A healthy alternative to our
traditional Vanilla Ice Cream. It’s Reduced Fat and No Sugar
added.
• Sherbet
• Raspberry Sherbet, A tantalizingly tangy Red Raspberry flavor.
• Lemon Lime Sherbet, A citrusy sweet combination of Lemon and
Lime flavored Dots ‘n Cream.
• Orange Sherbet, Orange flavored Dots ‘n Cream Sherbet.
• Yogurt
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• Strawberry Cheesecake, A smooth and creamy blend of Strawberry
and Cheesecake Yogurt Dots ‘n Cream.
• Cone & Cup
Dots ‘n cream has several types of Cone and Cup which made from waffle,
and we have provided these cups and cones in many different shapes and
sizes.
• Waffle Cone
• Waffle Bowl
• Sugar Cone
• Cake Cone
• Ice-Cream Toppings
There are many toppings for customers to choose and add on the top of ice-
cream as their favorites.
• Sauces such as Chocolate, Strawberry, and Caramel
• Fruits
• Chocolate
• Peanut
• Whipping Cream
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• Cherry
• waffle
• Sprinkles
• Gummy
• M&M
• Cost of Dots ‘n cream
Serve Here
Small 79 ฿
Medium 99 ฿
Large 129 ฿
Take Home
3 oz. bowl 59 ฿
4 oz. bowl 69 ฿
5 oz. bowl 79 ฿
6 oz. bowl 89 ฿
Waffle Bowl 89 ฿
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Add Toppings 19 ฿ / each
4.1.2 Service Process
Dots ‘n Cream has recognized the needs and expectation of customers to
receive high quality of products and services. Therefore, we create the environment
for our services in order to build the first impression of customers when entering to
our ice-cream parlor.
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• Step of process services
• The customers came into the Ice-cream parlor, looked for ice-
cream flavor and then made an order.
• Customers waiting for Ice-cream. During the time, they can
play internet or reading books as they want.
• The employee served the Ice-cream to customers, then they can
enjoy eating Ice-cream and also can still play internet or read
magazines.
• The customers walk to counter and pay for their ice-cream.
4.1.3 Location
Our ice-cream parlor is on the 2nd floor of Central Plaza, Chang Rai. It’s
located on Phaholyothin Road, Tumbon Rop Wiang, Muang District, Chiang Rai
57100.
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• Dots ‘n cream’s Map
4.1.4 Facility Layout
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• Pattern of Ice-cream parlor building structure
The Ice cream parlor has a wide side about 10 meters, 9 meters for length, and
3 meters for height. The total area within a parlor is 90 square meters approximately.
The decoration of our parlor is mainly focus on the vintage style as usual, and using
special theme services and wallpapers for decorating when there’s a special occasion.
Besides wallpapers, our parlor use beautiful fresh flowers, painting, souvenir, and
classical clocks for decoration.
Bookshelf
• Pattern inside the Ice-cream parlor Souvenir desk
Table
Sofa are counter and
Our ice-cream parlor has divided the area into 3 parts which
Chair
ordering zone, ice-cream eating zone, and relaxing zone. The 1st zone, counter and
ordering zone is use for showing ice-cream flavor as well as taking an order from
Entrance
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customers. The 2nd zone, ice-cream eating zone; this area is using by customers after
they ordered an ice-cream (mostly use for served here service). The last one is
relaxing zone; the customers can read books and magazines as if they want to, or even
bring their laptop within the parlor to play internet by using our free Wi-Fi service.
4.1.5 Machine /Tools / Equipment
• Within ice-cream parlor
• Tables and chairs Price 4500 *9 = 40500
• Sofa Price 24500 baht *2=49000
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• Bookshelf Price 2100*2=4200
• Painting Price 1,000*8=8,000
• Table Clothes Price 300*36=10,800
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• Table glass Price 8000 baht *2= 16000
• Classical Clock Price 500, Artificial flowers & Vase Price
200*11=2200
• Chandelier Price 13,000*2= 26,000, Down Light Price 220*12=2640
• Bath room
• Basin Price 990 baht
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• Water closet Price 4,200 baht
• Toilet paper Price 380 baht
• Bin Price 300 baht
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• Bathroom door Price 1550 baht
• Mirror Price 1,500 baht
4.1.6 Logistics Management
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Logistics Management is the processes involved in planning, implementation
and control of the organization including management of financial information related
to the movement of storage, collection, distribution and a raw material component.
Dots ‘n cream has imported the ice-cream making machines from Henry &
Mickey Company USA Inc., USA and also bought some equipments from Sa-Sha-
Tung-Nguan-Heng Shop where locates on 24-26 Anuwong Road, Jackawat district,
Samphanthawong, Bangkok 10100.
Dots ‘n cream has ordered raw materials and ingredients from the
manufacturers directly because our ice-cream parlor is concerning on high quality of
products by using fresh and clean ingredients to make ice-cream. For instance, we
bought fresh fruits directly from the garden such as strawberry and bananas as well as
bought fresh milk from farm.
4.1.7 Facility Management
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4.1.8 Machine /Tool /Equipment
• Normal ice-cream maker Price 25,750 baht
GELATO OXIRIA, more powerful, professional very simple to use. No pre-
freezing necessary makes perfect homemade ice-cream, sorbets and frozen
yoghurts in just 20/40 minutes. Fixed and removed bowl for large quantities and
different flavors.
• Nitro cream machine Price 1,050,000 Baht
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The N2-3000, Liquid Nitrogen Ice-cream machine. It was a lilt head version
that for the most part worked quite nicely. It could be mounted on a portable cart
on a permanent counter. Each machine ran off its own liquid nitrogen Dewar and
could make a custom Ice-cream, gelato, frozen yogurt or sorbet in about 60
seconds based on your desires.
• Batch machine Price 110,950 Baht
LB-502, Serving capacity of up to 25 gallons per hour. For producing
premium hard Ice-cream, Italian ices and sorbets. Carpigiani batch freezers are
the preferred choice of executive chefs worldwide, bar none.
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• Topping flavor/flavor rails Price 138,540 baht
Flavor-Rails are where the toppings are housed. Strawberry, chocolate
syrup, pineapple, etc. The rail houses the toppings and the cabinet is actually
an additional freezer compartment. It’s great for back-up cans as well as the
basic flavors used in shakes and sundaes (usually vanilla, chocolate and
strawberry will be dipped out of this cabinet)
Specifications BDF 10
Ship weight 370
Cu.Ft.capacity 23
Total 3 gallon ice cream tubs 25
Compression 1/3 h.p.
Amps 8
Electric 115v.
• Glass of Ice cream Price 642 per dozen (*10= 6,420)
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• Scooping of Ice-cream Price 600 (*5=3000)
• Spoon for Ice-cream 155 per dozen (*10= 1550)
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4.2) Cost of investment
4.2.1 Pre-operating cost
Dots ‘n Cream Billboard is made by Cando Advertising. It’s located on 139/3
moo19, Tumbon Rop Wiang, Muang District, Chiang Rai 57100. (Tel: 053-748755-6
and Fax: 053-601153). The type of billboard is stainless and silver color. The total
price is 21,000 baht.
• Shareholder as follows:
1). Mr. Nattapon Kitudom
- 27 years old, Thai Nationality
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- 471/2 Fah Thai Village, Tumbon Thasud, Muang District, Chiang Rai 57100
- Capital Investment; 550,000 = 18.33%
2). Miss Patcharaporn Morsart
- 47 moo 12, Champawai district, Muang, Phayao 56000
3). Miss Sasiprapha Nonpayom
- 420/5 moo.11, Thasud, Muang District, Chiang Rai 57100
4). Miss Sudtida Kerdkaew
- 420/6 moo.11, Thasud, Muang District, Chiang Rai 57100
- Capital Investment; 550,000 = 18.33 %
5). Miss Wannaporn Chawalitwongporn
- 52 moo.4, Tumbon Maifadd, Sikuo District, Trang 92150
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** The total capital investment is 3,000,000 = 100%
4.2.2 Table of Cost of Investment
No Description No. Product Price/Unit Total

1. Billboard (including 3 11,200 33,600
tax)
2. Company Limited 1 11,055 11,055
Registration
Total 44,655
• Cost of Transparent Mirror
- In front of store
- (8m. x 3 m) = 24m ~ 78.73 feet
- Door swing (2m x 3m) = 6 m ~ 19.68 feet
- Total size of transparent mirror in front of store is (78.73 feet -19.68 feet)=59.05 feet
Cost is 59.05 feet x 200/feet = 11,810 baht
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• Cost of Swing Door
4.. 2 m x 3 m = 6 m ~ 19.68 feet = 4,000 baht
• Internet Wi-Fi cost
Our ice-cream parlor will set up the internet Wi-Fi by ourselves because the
method of setting are quite easy, thus one of our partnership can setting internet Wi-Fi
in our parlor. In the method of setting we need to purchase only router wireless which
price is about 2,000 baht.
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• Air conditioner (Free setting cost)
4.. Samsung AS24-ELN #- 24000 BTU Price 28,500*2=57000 Baht
• Cost of Decoration
4.. Pulling theme setting
Our ice-cream parlor has four different pulling themes which

change four times per year consist of Valentine’s Day, Halloween, and
Christmas and Vintage theme. The pulling themes will order from Mangraicurtain
shop, where located at144/5 Moo.1 Phahonyothin Road, Ban Du District, Chiang Rai.
Tel: 665-370-2689, Mobile phone 668-1952-3988.
• Valentine’s Day
• Halloween,
30,000 baht per theme
• Christmas.
• Vintage theme
Table 4.2: Cost of Decoration
No Descript No. Price per Total

product unit
1 Pulling theme setting 4 30,000 120,000
2 Employees’ costumes 20 1,000 20,000
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Total 140,000
4.3) Investment Cost
4.3.1 Equipment & Tools
Table 4.3: Total of office element
No. Description No. Price/Unit Total

Product
1 Computer 1 14,200 14,200

2 Cashier Machine 1 16,800 16,800
3 Telephone 1 590 590
4 Wi-Fi Router 1 2,000 2,000
5 Calculator 1 120 120
6 Chandelier 2 13,000 26,000
7 Down Light 12 220 2,640
8 Book Shelf 2 2,100 4,200
9 Tables and chairs 9 4,500 40,500
10 Painting 8 1,000 8,000
11 Classical Clock 1 500 500
12 Bin 2 300 600
13 Table Glass 2 8,000 16,000
14 Table Clothes 36 300 10,800
15 Sofa 2 24,500 49,000
16 Artificial flowers & Vase 11 200 2,200
17 Ice-cream dipping cabinets 1 52,200 52,000
18 Air Conditioner 2 28,500 57,000
19 Topping flavor/flavor rails 1 138,540 138,540
20 Counter 1 16,500 16,500
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Total 458,190
Table 4.4: Total of kitchen equipments

Product
1 Glass of Ice cream/dozen 10 642 6,420
2 Scooping of Ice-cream 5 600 3,000
3 Spoon for Ice-cream/dozen 10 155 1,550
4 Batch machine 1 110,950 110,950
5 Nitro cream machine 2 1,050,000 2,100,000
6 Normal ice-cream maker 1 25,750 25,750
7 Waffle Cone Baker 2 8,200 16,400
8 Glass 50 19 950
9 Kitchen Sink 1 7,390 7,390
Total 2,272,410
Table 4.5: Total of bathroom equipment

Product
1 Mirror 1 1,500 1,500
2 Bin 1 300 300
3 Basin 1 990 990
4 Water Closet 1 4,200 4,200
5 Bathroom Door 1 1,550 1,550
6 Toilet Paper 1 380 380
Total 8,920
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4.4) Management Analysis
4.4.1 Organization Management
Dots ’n Cream need to manage the organization by register Dots ’n Cream
store to company limited. We have to contact with Register Partnership Firm
Department, where located in Office of Commercial Affairs Chiang Rai in order to
establish the company limited. After we registered company limited already, we need
to pay tax in form of corporate income tax.
Company limited is one kind of company which forms of a capital can
divided into equal shares and the liability of the shareholders. When we establish the
company limited, we need to have at least 3 persons to sign the contract together in
order to prepare Memorandum and register after that. Upon receiving the amount of
shares, the director need to register as the company within 3 months from the date
which company has meeting in the topic of establish the company.
The name list of partnerships who invest with Dots ’n Cream Company as follows:
1). Miss Wannaporn Chawalitwongporn
2). Miss Patcharaporn Morsart
3). Mr. Nattapon Kitudom
4). Miss Sasiprapha Nonpayom
5). Miss Sudtida Kerdkaew
All partnerships of Dots ’n Cream Company had voted Miss Sasiprapha
Nonpayom to be Chief Executive Officer of Dots ’n Cream Company limited. She has
responsible to register the store to be company limited at Office of Commercial
Affairs Chiang Rai.
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Moreover, she has to control and maintain tidiness in the company and also
has an authority to inspect all of document which related to operations in the
company.
4.4.2 Organization Chart
Chief Executive Officer

(1 position)
Accounting Sale & Marketing General Management Purchasing & Producing

Department Department Department Department
(1 position) (1 position) (1 position) (1 position)
Cashier Waiter/Waitress Ice-cream Maker

(1 position) (2 position) (2 position)
• People in organization
Dots ‘n Cream Company Limited have total of employee amount 10 people,
below is to describe task and characteristic of employee in each position.
1. Chief Executive Officer ( 1 position)
Task
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- Oversee all department and along with to sign in that agreement
documents
Characteristic
- Male / Female age 25 up
- Bachelor degree up and work experience must more than 2 years
- Can use with best Microsoft Office such as Word Excel
- Have good management skill and good relationship
2. Accounting department ( 1 position )
Task
- Work that relate to financial and accounting
- To analysis the liquidity of money
- To planning money
- Manage and control budget of company
Characteristic
- Female age 24-30 year
- Graduated high vocational or bachelor degree in account major
- More than 1-2 year of work experience that relate to finance
- Computer skill the especially Excel and Express
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- Can analysis the liquidity and finance of company
- Be carefully detailed person and good understanding the principle of
financial and accounting.
- Have patience, enthusiasm and integrity.
- To be honest on work
2.1 Cashier
Task
- Cashiers total bill
- Receive money
Characteristic
- Female age 24-30 year
- 2 year experience
- Responsibility for the timely and friendly greeting and seating of
guests.
- Greets guests upon arrival with a smile.
- Thanks guests upon departure with a smile and sincere invitation to
return.
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- Cash handling
- To be honest on work
3. Sale and Marketing department ( 1 position )
Task
- Do marketing and advertising
- Analysis market trend from seasoning
- Managing for product and service to customer satisfaction
- Continuous to fine new customer
Characteristic
- Male / Female age 24-30
- Bachelor degree with the major is marketing or relate major
- Work experience more than 2 year
- Can use computer program
- Have negotiation skill, good personality and relationship
4. General management department (1position)
Task
- Training the employee
- Control work of employee to be system and effective
- Prepare for company working plan
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- Selection new employees into the appropriate position
Characteristic
- Male age 24-30 year
- Graduate bachelor degree in school of management
- Work experience in Middle Management more than 2 year
- Have computer skill
- Cando many works in the same time
- Have high responsibility in task and high relationship
- Good communicate to work with other person
4.1 Waiter / Waitress
Task
- Service excellence
Characteristics
- Ensure service for tables assigned
- Take order by standard
- Clearing tables
- Has to know about product menu
- Handles guest request in a courteous manner repeating their request
to make sure that guest’s message was properly understood
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- Cleaning a cross in service
- Show product and products to look beautiful
5. Purchasing and producing Department
Task
- Purchasing and producing everything in company
Characteristic
- Male / female age 25-35 year
- Bachelor degree or higher in BBA or relate filed
- Experience purchasing management at least 3 year up
- Good command in working under pressure and hard working
- Good command in English
5.1 Ice-cream maker
Task
- Make ice-cream by standard
Characteristic
- Make Ice-cream by order
- Record production and test data for each product
- Clean processing area
- Check equipment and material always be neat
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4.4.3 Administration Cost
• Employee Salary
Wages rate for our company
1). General Manager 1 person 15,000 baht
2). Accounting and Cashier 1 person 12,000 baht
3). Sale and Marketing Manager 1 person 12,000 baht
4). Ice-Cream maker 2 persons 24,000 baht
- Waiter/Waitress 2 persons (2*6,000) 12,000 baht
Total salary expense/month 75,000 baht
• Rental Fee
Our company have signed an annually rental contract with the owner of
Central Plaza, Chiang Rai to rent 90 square meters on the 2nd floor of the building
for operating the ice-cream parlor for 5 years. The contract states that we have to
pay a rental fee during the first month of every year; starts from January 2011. In
addition, a rental fee is about 15,000*12 = 180,000 baht/year.
• Electricity expense / month
22 meters pressure in the normal rate
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Estimate use of electricity 1,500 unit x 2.4649 = 3,697.35 baht
Add. (+) Service expense = 228.17 baht
Total Electricity expense / month = 3,925.52 baht
• Water expense / Month
1000 liter = 1 Cubic meters
Fore cast use 20 cu.m/month x 10.7baht = 214 baht
Add. (+) General Service = 30 baht
Add. (+) VAT 7% = 11.235 baht
Total water expense/month = 255.235 baht
• TT&T telephone expense/month
Telephone expense 500 baht/month
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*Remark (2baht/Minutes) and free 590 baht for call with in Thailand
Maintenance costs 100 baht/month
Total telephone expense/month 600 baht/month
TT&T package
Monthly Fee 100 baht
Local call 3 baht per call
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4.5) Technical Feasibility Conclusion
Dots ’n cream have provided several of quality ice-cream and also
professional services to the customer. Our product divided into six types which are
Chillz, Flavored Ice, Ice-Cream, No sugar add, Sherbet and Yogurt. The customers
can order what they want or even create their own recipes of ice-cream by themselves.
Moreover, Dots ‘n Cream has provided theme services to the customer;
therefore made them satisfy with our services and our professional service comes
from working with naturally friendly people well trained in all aspects of operating on
ice cream parlor. They have strived to meet each client's specific needs in planning for
the future and achieving their goals in an ever-changing.
Our store has located in Central shopping mall, where locate in famous super
center in Chiang Rai and also nearby the Super-hi way road. It makes convenient for
the customer who come to Central shopping mall and come to consume and purchase
the ice-cream at our ice-cream parlor.
In part of management, we can divide into two operation period time, which
are pre-operation period and operation time period. The first one, pre-operation period
need to concern about making decision in part of total cost of setting equipments in
company, total cost of interior store, and company limited registration cost. However,
in part of company limited registration, we will contact with commercial Affairs
Chiang Rai in order to register to be limited company. The second, operation time
period will include many expenses, such as utility expense per month in store and
administration cost per month, and including employee salary.
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Chapter 5
Financial Analysis
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Chapter 6
Risk Management
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6.1 Risk analysis
Risk is the quantifiable likelihood of loss or less-than-expected returns or
situation dissatisfaction which happen in the future and impact or operation weren’t
successful the objective and goal of organization (RMUTLL, 2009). Dots ’n cream
company have divided the analysis into 2 factors, which are internal forces and
External forces both operations financial and administration strategy which may be
positive affect by measured the impact got from likelihood situation.
6.1.1 External Forces
Dots ’n cream company has risk that caused by external forces which our
company can’t predict and control. So our company has already planed in order to
prevent the risk that may happened which cause by external factor and also support
the risk that Dots ’n cream company will confront in the future for the risk that will
happen from external factors as follow:
1. Changing in Technology
Now technology of ice-cream machine is rapidly changing because have more
shop or company which interested to perform the ice-cream business and also have
high competitive in ice-cream industry. So, technology of ice-cream machine is also
developing as follow as the situation of ice-cream business in order to compete each
other. For Dots ’n cream company is the first ice-cream parlor in Thailand which the
shape of ice-cream have the uniqueness, so we have to use Nitrocream machine which
import from USA in order to produce dots ice-cream. Thus, our company quite not
concern about changing in Technology because our ice-cream maker is the newest
technology in Thailand.
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2. Changing in Customer Need
In the future the demand of customer in consuming our ice-cream may
change all the time because of the Customer Need can change which depend
on their preferred. The customer may prefer the new things or variety ice-
cream flavors. This is direct risk that may affect to our business and also make
us loss sales and revenues of our company. Therefore, Dots ’n Cream
Company need to manage the risk in order to cope with changing in customer
demand. Our ice-cream parlor should set up the strategy to support this
problem by planning and preparing the new ice-cream flavors that we will
produce and present to the customer in the future in order to maintain the
existing customer and also attracted the new customer.
3. Economic Condition
The economic problem is a big problem in Thailand. Its affect to the customer
population has decreased significantly. Investment in private is lower all over
investment in country and foreign country, public spending that reduced because of
lower revenues. So the people must be more carefully in spending its make the
purchase are decrease (Eureka, 2008). This problem are risk that affect to decrease
sales.
From the reasons above, Dots ’n Cream Company need to manage the risk by
setting the strategy appropriately by set up theme service in order to promoting our
ice-cream parlor during the special occasion for increase sales and revenue.
Moreover, Dots ’n Cream Company also provided variety dots ice-cream and topping
for respond to all kind of customer demand.
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4. Competitive Condition
There are many entrepreneurs in Chiang Rai who interested to perform this
kind of business. Because of Dots ’n cream company is the first ice-cream parlor in
Thailand which the shape of ice-cream is in form of dots, so we have the competitive
advantage when compare with our indirect competitors. However, in the future may
have the competitors who perform the dots ice-cream business same our parlor.
Therefore, Dots ’n cream company must to determine strategy in order to
competing with the competitors in the market by looking for the opportunity to create
the differentiation in our products & services, prices, place and promotion.
6.1.2 Internal Forces
Internal forces are many causes including as operating risk which executive
can look and control because these risk is under operating of Dots ’n cream company.
Internal forces as follows as:
1. Human Resources
The risk maybe occurs with employee of Dots ’n cream which every
organization must be confronting with risk. The recruitment employee in each
position can make risks. Dots ’n cream tackle the problem risk that may arise by
receive the employee have the qualification must be completed the secondary school
education, service mind, have skills to work. In the manager the Graduate degree and
have the experience in management of two years, have the personality and leadership
to solve problem immediate as well.
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2. Integrity Risk
The honesty and integrity of employees is an important risk for organization.
If the employee is not the honest and responsibility in their duties, in what has already
been assigned. Then, there is not trust between the employer and employee.
Therefore, Dots ’n cream set the rules, policy to provide our staff to follow so that
employees can work effectively.
• Employee Fraud
The employees of each position have duty to responsibility for working.
Therefore, the employees must do their best and honest work assignments. If there is
employee fraud which it affect to organization as follows:
• Marketing department
An employee in this department is responsible for promoting the store for the
customers, and the employees need to impress in customer service for customer
satisfaction in our services. But in this department maybe occur employee’s fraud. So,
the employees should be record the information day to day to the accuracy of the
information. It should to do work together as a team to unity and creating high quality
• Accounting department
Employees are responsible to made the financial and accounting, employee
fraud will often happen easily because the employees in this department maybe fail to
calculate and record accounting, so there is always submit to manager for checking in
every time.
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3. Time management risk
When there are many customers come to store therefore, the employees must
manage the time and must have a higher responsibility. So, these might cause the
problems of time management and other of problems as following:
• Delivery delays
When there is a delay, the store will get dissatisfaction and lose of trust from
the customer. Sometimes the customer change from our store to the shop of the
competitors, so this problem is causes of decrease our revenue.
Solution: The shop, we provide the various zones to provide the customer for
waiting while the employee will be available.
4. Financial Risk
Financial management is important part of the project that we needs to be
managing with circumspection because the financial risk can affect to the operations
of our business
Decrease in sale
- If the company’s total sale decreases by 2%, it will affect to our company’s
sale revenue as follow:
Year 2011 sale revenue is 5,423,467 Baht
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- If the company sale revenue decreases by 2%, it will affect to our company’s
net income as follow:
Year 2011 Net income is 40,929 Baht
Year 2012 Net income is 1,933,281 Baht
Therefore, if company’s total sale decrease by 2%, it can be affect to our
company’s sales volume, profit and so on. Because of our company haven’t loan from
the bank, so we have not concern about the payback period By the way when the total
sale are decrease by 2%, we should thinking about some strategy that will increasing
the total sale. If we haven’t created some strategy to support the reduction of sales, we
should thinking about the ways to decrease some cost of our operation instead.
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Therefore, if company’s total decrease by 3%, it can be affect to our
company’s sales volume, profit and so on. Because of our company haven’t loan from
the bank, so we have not concern about the payback period on accounting, anyway
when the total sale are decrease by 3% we should thinking about the strategy that
make our company return to normal sale volume. We will use the offensive strategy
and gain the attractive marketing to motivate the customers.
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Therefore, if company’s total sale decrease by 4%, it will affect to our
company’s sales volume, profit and so on. Because of our company haven’t loans
from the bank, so we have not concern about the payback period on accounting.
However, when the total sale is decrease by 4% we should thinking about the ways to
reduce some cost.
Decrease in Total sales between years 2011-2015
10,000,000
8,000,000 2011
6,000,000 2012
2013
4,000,000
2014
2,000,000 2015
0
2% 3% 4%
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The statistic of sales decrease will present about the period of business solved
or renew the strategy. Food Empire company will use operated it as followed by the
situation of sales decrease 2%, 3% and 4%.
Increases in interest rate
Dots ’n cream company haven’t loan money from the bank, so we haven’t the
risk that will occurred by increasing about interest rate.
6.2 Conclusion of Risk Management
Risk is the opportunity that Dots ’n cream can be get loss income or the
business can’t operate successfully in order to achieve the gold. The risk of our
company can divide to two parts, which are the risk from external factor and internal
factor. The external factor risk is hard to predict and difficult to control such as
Technology risk, economic risk, changing in demand of customer risk and including
competitor risk. In part of internal factor risk is the problem that we need to encounter
within the organization, and it is also the risk that we can control, such as integrity
risk, human resources risk, employee fraud risk, and time management risk. The last
risk is financial risk. If our income is reducing, it means directly effect to our
company’s income. In the same times, if our company expense increase, it also effect
to our company too. In part of interest rate, because of our company haven’t loans
from bank, so we are not concerning about the payback period on accounting.
Therefore, financial risk is very important to our company in order to predict the risk
that will occurred in the future. We should maintain and control cost of our company.
In addition, we should to develop the marketing strategy of company in order to
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attract more customers, by increase our company net income our business can
continue to run the business and can be survive from the difficult situation.
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Chapter 7
Summary
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7.1) Summary of project feasibility study
Ice cream or ice-cream is a frozen dessert usually made from dairy products,
such as milk and cream, and often combined with fruits or other ingredients and
flavors. Most varieties contain sugar, although some are made with other sweeteners.
In some cases, artificial flavorings and colorings are used in addition to (or in
replacement of) the natural ingredients. This mixture is stirred slowly while cooling to
prevent large ice crystals from forming; the result is a smoothly textured ice cream.
According to hot weather in Thailand, we realized that it must be a good
chance for our company to conduct a new type of ice-cream business because there’re
so many people who love to consume cold desert such as ice-cream and it can be sold
throughout the year. In addition, while parlors remain open all year round in warmer
weather locations, most parlors are open during warmer months, particularly from
March to November, in colder weather locations, though some do stay open year
round. Parlors vary from having an order-up window with outside seating to an entire
indoor location. In the present, most of ice-cream parlors have provided full-services
toward customers such as internet Hi-Fi, reading corner altogether with newspaper
and magazines, rest rooms, etc. However, we chose Chiang Rai as our first parlor
because Chiang Rai is becoming a popular tourist destination in Thailand. Moreover,
we have a roughly surveyed the ice-cream market in Chiang Rai and found that most
of the firm who’s conducting this type of business; both local ice-cream shop as well
as branded shop have sold the traditional ice-cream which is the same style and shape.
Because of this reason, our company then has an inspiration to conduct this kind of
business but in a difference shape & style of ice-cream which is dots or other shape of
ice-cream during special occasions.
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In order to make a homemade ice-cream, our company has imported an ice-
cream machine from USA which is Nitrocream because it is a special machine that
can cut an ice-cream into a small pieces or dots and also bought other necessity
equipments such as ladles, pots, balance, fruits churn, cup & bowl, spoon, etc.
Moreover, main ingredients are very important for production process such as milk,
fat, sugar, mineral water, fruits, honey, olive oil, cream, etc. About the core services
of our Ice-cream parlor has included providing variety of theme services according to
special occasion altogether with reading corner and Wi-Fi which will make customers
feel relax and satisfy with the services.
About the economic climate, the trend of ice-cream parlor has become more
popular in the country because of its products, services and the atmosphere within the
shop which makes customers feel relaxes and comfortable as it was their home. The
ice-cream parlor‘s providing extra services toward customers with non-payment for
those services but products. Moreover, the competition of ice-cream industry is in
high level according to the economic conditions and expanded customer base.
Nowadays the market expansion made customer focused more on various theme
services as well as the promotion set of ice-cream which is offer in a special
occasions; this is another factor that makes ice-cream business more expands.
Because of our business “Dots ’n Cream” have uniqueness in products and
services which is very different from other competitors. Therefore, we haven’t had a
direct competitor to compete in our business; however we have had indirect
competitors instead. Our indirect competitors can be divided into two groups which
are branded ice-cream and local ice-cream. The branded ice-cream is Swensen’s and
Dairy Queen, and the local ice-cream is Huck and Lung Chom ice-cream. Even
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though these businesses are very popular and well-known among Chiang Rai resident,
but we are so sure that our company must be enter to ice-cream market easily because
we have provided the uniqueness of ice-cream products and services.
From sale forecast of Dots ‘n Cream in each year, it can clearly represents that
seasonality and special occasion are the main factors that influenced the total sales for
our company such as on Valentine’s Day, Halloween, and Christmas. During these
period of time, the sales are dramatically increased because customers always want to
experience with variety of theme services, therefore it makes Dots ‘n Cream parlor
increase in growth rate rapidly and increasing of trend of the total sales in every year.
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Appendix
149
Nature of Ice-cream (More)
Ice cream is a frozen dessert usually made from

dairy products, such as milk and cream, and often
combined with fruits or other ingredients and
flavors. Most varieties contain sugar, although
some are made with other sweeteners. In some
cases, artificial flavourings and colorings are used
in addition to (or in replacement of) the natural
ingredients. This mixture is stirred slowly while
cooling to prevent large ice crystals from forming; the result is a smoothly textured
ice cream.
The meaning of the term ice cream varies from one country to another. Terms like
frozen custard, frozen yogurt, sorbet, gelato and others are used to distinguish
different varieties and styles. In some countries, like the USA, the term ice cream
applies only to a specific variety, and their governments regulate the commercial use
of all these terms based on quantities of ingredients.[1] In others, like Italy and
Argentina, one word is used for all the variants. Alternatives made from soy milk, rice
milk, and goat milk are available for those who are lactose intolerant or have an
allergy to dairy protein, or in the case of soy and rice milk, for those who want to
avoid animal products.
http://en.wikipedia.org/wiki/Ice_cream
150
History
Precursors of ice cream
An ice-cream store in Damascus, Syria
In the Persian Empire, people would pour grape

juice concentrate over snow - in a bowl - and eat
this as a treat. In particular this was consumed
when the weather was hot. Either snow would be
saved in the cool-keeping underground chambers
known as "yakhchal" or taken from fresh snow
that may still have remained at the top of the
mountains by the summer capital - Hagmatana, Ecbatana or Hamedan of today. In
400 BC, the Persians went further and invented a special chilled food, made of rose
water and vermicelli which was served to royalty during summers.[2] The ice was
mixed with saffron, fruits, and various other flavours.
Ancient civilizations have served ice for cold foods for thousands of years. The BBC
reports that a frozen mixture of milk and rice was used in China around 200 BC.[3]
The Roman Emperor Nero (37–68) had ice brought from the mountains and combined
with fruit toppings. These were some early chilled delicacies.[4]
Arabs were the first to use milk as a major ingredient in its production, sweeten the
ice cream with sugar rather than fruit juices, as well as perfect ways for its
commercial production. As early as the 10th century, ice cream was widespread
amongst many of the Arab world's major cities, such as Baghdad, Damascus and
Cairo. Their version of ice cream was produced from milk or cream and often some
yoghurt similar to Ancient Greek recipes, flavoured with rosewater as well as dried
fruits and nuts. It is believed that this was based on older Ancient Arab,
Mesopotamian, Greek or Roman recipes, which were probably the first and precursors
to Persian faloodeh.
In 62 AD, the Roman emperor Nero sent slaves to the Apennine mountains to collect
snow to be flavoured with honey and nuts.[5]
151
Maguelonne Toussaint-Samat asserts in her History of Food, "the Chinese may be
credited with inventing a device to make sorbets and ice cream. They poured a
mixture of snow and saltpetre over the exteriors of containers filled with syrup, for, in
the same way as salt raises the boiling-point of water, it lowers the freezing-point to
below zero."[6][7] (Toussaint does not provide historical documentation for this.) Some
distorted accounts claim that in the age of Emperor Yingzong, Song Dynasty (960-
1279) of China, a poem named "詠冰酪" (literally Ode to the ice cheese) was written
by the poet Yang Wanli. Actually, this poem was named "詠酥” (literally Ode to the
pastry, 酥 is a kind of food like pastry in the western world) and has nothing to do
with ice cream.[8] It has also been claimed that, in the Yuan Dynasty, Kublai Khan
enjoyed ice cream and kept it a royal secret until Marco Polo visited China and took
the technique of making ice cream to Italy. Others[who?] have argued that the Chinese
didn't drink milk during that period, whereas the Italians had arguably been making
something resembling ice cream before Marco Polo returned to Italy. In any case, no
known ice cream recipes appear to stem from ancient Chinese sources.
In the sixteenth century, the Mughal emperors used relays of

horsemen to bring ice from the Hindu Kush to Delhi, where it
was used in fruit sorbets.[9]
When Italian duchess Catherine de' Medici married the duc

d’Orléans in 1533, she is said to have brought with her Italian
chefs who had recipes for flavoured ices or sorbets, and
introduced them in France.[10] One hundred years later, Charles I
of England was supposedly so impressed by the "frozen snow",
he offered his own ice cream maker a lifetime pension in return
for keeping the formula secret, so ice cream could be a royal prerogative.[11] There is
no historical evidence to support these legends, which first appeared during the 19th
century.
The first recipe for flavoured ices in French appears in 1674, in Nicholas Lemery’s
Recueil de curiositéz rares et nouvelles de plus admirables effets de la nature.[10]
Recipes for sorbetti saw publication in the 1694 edition of Antonio Latini's Lo Scalco
152
alla Moderna (The Modern Steward).[10] Recipes for flavoured ices begin to appear in
François Massialot's Nouvelle Instruction pour les Confitures, les Liqueurs, et les
Fruits starting with the 1692 edition. Massialot's recipes result in a coarse, pebbly
texture. Latini claims that the results of his recipes should have the fine consistency of
sugar and snow.[10]
True ice cream
Ice cream recipes first appear in 18th century England and America. A recipe for ice
cream was published in Mrs. Mary Eales's Receipts in London 1718.[12]
To ice CREAM. Take Tin Ice-Pots, fill them with any Sort of Cream you like, either
plain or sweeten'd, or Fruit in it; shut your Pots very close; to six Pots you must allow
eighteen or twenty Pound of Ice, breaking the Ice very small; there will be some great
Pieces, which lay at the Bottom and Top: You must have a Pail, and lay some Straw
at the Bottom; then lay in your Ice, and put in amongst it a Pound of Bay-Salt; set in
your Pots of Cream, and lay Ice and Salt between every Pot, that they may not touch;
but the Ice must lie round them on every Side; lay a good deal of Ice on the Top,
cover the Pail with Straw, set it in a Cellar where no Sun or Light comes, it will be
froze in four Hours, but it may stand longer; than take it out just as you use it; hold it
in your Hand and it will slip out. When you wou'd freeze any Sort of Fruit, either
Cherries, Raspberries, Currants, or Strawberries, fill your Tin-Pots with the Fruit, but
as hollow as you can; put to them Lemmonade, made with Spring-Water and
Lemmon-Juice sweeten'd; put enough in the Pots to make the Fruit hang together, and
put them in Ice as you do Cream.
The earliest reference to ice cream given by the Oxford English Dictionary is from
1744, reprinted in a magazine in 1877. 1744 in Pennsylvania Mag. Hist. & Biogr.
(1877) I. 126 Among the rarities..was some fine ice cream, which, with the
strawberries and milk, eat most deliciously.[13]
The 1751 edition of The Art of Cookery made Plain and Easy by Hannah Glasse
features a recipe for ice cream. OED gives her recipe: H. GLASSE Art of Cookery (ed.
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4) 333 (heading) To make Ice Cream..set it [sc. the cream] into the larger Bason. Fill
it with Ice, and a Handful of Salt.[13]
1768 saw the publication of L'Art de Bien Faire les Glaces d'Office by M. Emy, a
cookbook devoted entirely to recipes for flavoured ices and ice cream.[10]
Ice cream was introduced to the United States by Quaker colonists who brought their
ice cream recipes with them. Confectioners sold ice cream at their shops in New York
and other cities during the colonial era. Ben Franklin, George Washington, and
Thomas Jefferson were known to have regularly eaten and served ice cream. First
Lady Dolley Madison is also closely associated with the early history of ice cream in
the United States. One respected history of ice cream states that, as the wife of U.S.
President James Madison, she served ice cream at her husband's Inaugural Ball in
1813.
Around 1832, Augustus Jackson, an African American confectioner, not only created
multiple ice cream recipes, but he also invented a superior technique to manufacture
ice cream.[14]
In 1843, Nancy Johnson of Philadelphia was issued the first U.S. patent for a small-
scale handcranked ice cream freezer. The invention of the ice cream soda gave
Americans a new treat, adding to ice cream's popularity. This cold treat was probably
invented by Robert Green in 1874, although there is no conclusive evidence to prove
his claim.
The ice cream sundae originated in the late 19th

century. Several men claimed to have created the
first sundae, but there is no conclusive evidence to
back up any of their stories. Some sources say that
the sundae was invented to circumvent blue laws,
which forbade serving sodas on Sunday. Towns
claiming to be the birthplace of the sundae include
Buffalo, New York; Two Rivers, Wisconsin;
Ithaca, New York; and Evanston, Illinois. Both the
154
ice cream cone and banana split became popular in the early 20th century. Several
food vendors claimed to have invented the ice cream cone at the 1904 World's Fair in
St. Louis, MO.[15] Europeans were eating cones long before 1904.[16][17]
In the UK, ice cream remained an expensive and rare treat, until large quantities of ice
began to be imported from Norway and the US in the mid Victorian era. A Swiss-
Italian businessman, Carlo Gatti, opened the first ice cream stall outside Charing
Cross station in 1851, selling scoops of ice cream in shells for one penny.[18]
The history of ice cream in the 20th century is

one of great change and increases in availability
and popularity. In the United States in the early
20th century, the ice cream soda was a popular
treat at the soda shop, the soda fountain, and the
ice cream parlor. During American Prohibition,
the soda fountain to some extent replaced the
outlawed alcohol establishments such as bars and saloons.
Ice cream became popular throughout the world in the second half of the 20th century
after cheap refrigeration became common. There was an explosion of ice cream stores
and of flavours and types. Vendors often competed on the basis of variety. Howard
Johnson's restaurants advertised "a world of 28 flavours." Baskin-Robbins made its 31
flavours ("one for every day of the month") the cornerstone of its marketing strategy.
The company now boasts that it has developed over 1000 varieties.
One important development in the 20th century was the introduction of soft ice cream.
A chemical research team in Britain (of which a young Margaret Thatcher was a
member)[19][20] discovered a method of doubling the amount of air in ice cream, which
allowed manufacturers to use less of the actual ingredients, thereby reducing costs. It
made possible the soft ice cream machine in which a cone is filled beneath a spigot on
order. In the United States, Dairy Queen, Carvel, and Tastee-Freez pioneered in
establishing chains of soft-serve ice cream outlets.
Technological innovations such as these have introduced various food additives into
ice cream, notably the stabilizing agent gluten,[21] to which some people have an
155
intolerance. Recent awareness of this issue has prompted a number of manufacturers
to start producing gluten-free ice cream.[22]
The 1980s saw a return of the older, thicker ice creams being sold as "premium" and
"superpremium" varieties under brands such as Ben & Jerry's and Häagen-Dazs.
Production
Before the development of modern refrigeration,

ice cream was a luxury reserved for special
occasions. Making it was quite laborious; ice was
cut from lakes and ponds during the winter and
stored in holes in the ground, or in wood-frame or
brick ice houses, insulated by straw. Many
farmers and plantation owners, including U.S.
Presidents George Washington and Thomas
Jefferson, cut and stored ice in the winter for use
in the summer. Frederic Tudor of Boston turned ice harvesting and shipping into a big
business, cutting ice in New England and shipping it around the world.
Ice cream was made by hand in a large bowl placed inside a tub filled with ice and
salt. This was called the pot-freezer method. French confectioners refined the pot-
freezer method, making ice cream in a sorbetière (a covered pail with a handle
attached to the lid). In the pot-freezer method, the temperature of the ingredients is
reduced by the mixture of crushed ice and salt. The salt water is cooled by the ice, and
the action of the salt on the ice causes it to (partially) melt, absorbing latent heat and
bringing the mixture below the freezing point of pure water. The immersed container
can also make better thermal contact with the salty water and ice mixture than it could
with ice alone.
The hand-cranked churn, which also uses ice and salt for cooling, replaced the pot-
freezer method. The exact origin of the hand-cranked freezer is unknown, but the first
U.S. patent for one was #3254 issued to Nancy Johnson on September 9, 1843. The
hand-cranked churn produced smoother ice cream than the pot freezer and did it
quicker. Many inventors patented improvements on Johnson's design.
156
In Europe and early America, ice cream was made and sold by small businesses,
mostly confectioners and caterers. Jacob Fussell of Baltimore, Maryland was the first
to manufacture ice cream on a large scale. Fussell bought fresh dairy products from
farmers in York County, Pennsylvania, and sold them in Baltimore. An unstable
demand for his dairy products often left him with a surplus of cream, which he made
into ice cream. He built his first ice-cream factory in Seven Valleys, Pennsylvania, in
1851. Two years later, he moved his factory to Baltimore. Later, he opened factories
in several other cities and taught the business to others, who operated their own
plants. Mass production reduced the cost of ice cream and added to its popularity.
The development of industrial refrigeration by German engineer Carl von Linde

during the 1870s eliminated the need to cut and store natural ice and when the
continuous-process freezer was perfected in 1926, it allowed commercial mass
production of ice cream and the birth of the modern ice cream industry.
The most common method for producing ice cream at home is to use an ice cream
maker, in modern times generally an electrical device that churns the ice cream
mixture while cooled inside a household freezer, or using a solution of pre-frozen salt
and water, which gradually melts while the ice cream freezes. Some more expensive
models have an inbuilt freezing element. A newer method of making home-made ice
cream is to add liquid nitrogen to the mixture while stirring it using a spoon or
spatula. Some ice cream recipes call for making a custard, folding in whipped cream,
and immediately freezing the mixture.
Commercial delivery
Ice cream can be mass-produced and thus is

widely available in developed parts of the world.
Ice cream can be purchased in large cartons (vats
and squrounds) from supermarkets and grocery
stores, in smaller quantities from ice cream shops,
convenience stores, and milk bars, and in
individual servings from small carts or vans at public events. In Turkey and Australia,
ice cream is sometimes sold to beach-goers from small powerboats equipped with
chest freezers. Some ice cream distributors sell ice cream products from traveling
157
refrigerated vans or carts (commonly referred to in the US as "ice cream trucks"),
sometimes equipped with speakers playing children's music. Traditionally, ice cream
vans in the United Kingdom make a music box noise rather than actual music.
Ice-cream cone
Mrs Marshall's Cookery Book, published in 1888,

endorsed serving ice cream in cones,[25] but the
idea definitely predated that. Agnes Marshall was
a celebrated cookery writer of her day and helped
to popularise ice cream. She patented and
manufactured an ice cream maker and was the
first person to suggest using liquefied gases to freeze ice cream after seeing a
demonstration at the Royal Institution.
Reliable evidence proves that ice cream cones were served in the 19th century, and
their popularity increased greatly during the St. Louis World's Fair in 1904.
According to legend, at the World's Fair an ice cream seller had run out of the
cardboard dishes used to put ice cream scoops in, so they could not sell any more
produce. Next door to the ice cream booth was a Syrian waffle booth, unsuccessful
due to intense heat; the waffle maker offered to make cones by rolling up his waffles
and the new product sold well, and was widely copied by other vendors.
Using liquid nitrogen
Using liquid nitrogen to freeze ice cream is an old

idea and has been used for many years to harden
ice cream. The use of liquid nitrogen in the
primary freezing of ice cream, that is to effect the
transition from the liquid to the frozen state
without the use of a conventional ice cream
freezer, has only recently started to see
commercialization. Some commercial
innovations have been documented in the National Cryogenic Society Magazine
"Cold Facts".[30] The most noted brands are Dippin' Dots,[31] Blue Sky Creamery,[32]
Project Creamery,[33] and Sub Zero Cryo Creamery.[34] The preparation results in a
158
column of white condensed water vapor cloud, reminiscent of popular depictions of
witches' cauldrons. The ice cream, dangerous to eat while still "steaming," is allowed
to rest until the liquid nitrogen is completely vaporised. Sometimes ice cream is
frozen to the sides of the container, and must be allowed to thaw
Making ice cream with liquid nitrogen has advantages over conventional freezing.
Due to the rapid freezing, the crystal grains are smaller, giving the ice cream a
creamier texture, and allowing one to get the same texture by using less milkfat. Such
ice crystals will grow very quickly via the processes of recrystallization thus obviating
the original benefits unless steps are taken to inhibit ice crystal growth.
http://en.wikipedia.org/wiki/Ice_cream
NitroCream LLC, was started with a dream, and a passion. We have since, put
forth thousands of hours developing the worlds finest and most bad-ass liquid
nitrogen ice cream machine anywhere.
• No maintaining washers and

gaskets. The G5 has none!
• Must be easy to clean. The G5 can

be cleaned in just seconds!
• Energy efficient. The G5 uses

standard 110v and only runs when
your making an ice cream!
• Eco-friendly. The G5 doesn't use

any refrigerants, compressors or condensers!
• Small, light weight and portable. The G5 is under 20" wide and weighs less
than 70 lbs.
159
• Produces the highest quality product. The G5 makes each ice cream and
gelato fresh in seconds with a texture and consistency unmatched by any
other!
• It needed to be cool, stylish, fun and exciting. We built you the G5!
Some more benefits of the N2-G5
• Make ice cream, gelato, frozen

yogurt, and sorbet. Dairy, non-dairy,
organic, and all-natural with any
ingredients using this one machine.
Each dessert made fresh per guest!
• No more going to work at 4 AM to

start making ice cream for the day.
(You've just been given more free
time and less labor)
• Never again will you have old, frosted over or gooey ice cream to deal with.
• Never again will you have to defrost or clean another display case. (More free
time, less labor and perhaps even more retail space)
• Never again will you have to guess on which flavors to make. (You can make
any flavor, any time)
• Never again will your customers or guests be limited to a small selection of

flavors to choose from.
• Eliminate the local price wars. (Ice cream and gelato made fresh, the way
your customers want, with a show)
160
Be amazed at how people remember you, tell their friends, and establish you as the
go-to-expert in your field.
NitroCreams G5 can easily position your business ahead of the competition.
Watch your competition squirm with fear over this one simple machine.
Watch how ecstatic your customers get receiving an ice cream or gelato made fresh,
just the way they want, right before their eyes. Something the competition can't do.
Test any new flavor concept in just 1-3 minutes and make just a 6 oz. serving or a
quart.
As you know, you can easily spend tens of thousands of dollars on traditional ice
cream and gelato equipment, only to be left struggling against your competition with
the same thing. We listened to your wants, needs, and desires, and with our Patented
Process, many hours of engineering, we've done the work for you. Now you can be
the star of the show and separate yourself from the competition once and for all.
http://www.nitrocream.com/
161

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1

This Project is a part of Project Feasibility Study and

Evaluation Course in the 2nd semester, 2010. In the content of the

project is studying about the feasibility of Dots ice- cream business

perform the business in Thailand and also in Chiang Rai, including

the generally of ice-cream business, management in of ice-cream

business, competition analysis and marketing feasibility, the

financial feasibility of ice-cream business, and risk of ice-cream

business. This project can be invite everyone who interested to get

knowledge and information about ice-cream business before make

decision to investment, including preoperational process and

operation process ice-cream business, for the benefit to investment

Moreover, if we have any error in this project or whatever, our

ground made an apology at this opportunity.

Miss Wannaporn Chawalitwongporn ID: 4731205119 Tourism

Miss Patcharaporn Morsart ID: 5031205050 Tourism

Mr. Nattapon Kitudom ID: 5031205136 Tourism

Miss Sasiprapha Nonpayom ID: 5031205240 Tourism

Miss Sudtida Kerdkaew ID: 5031205241 Tourism

Table of Content 2-3

1.1) History and Background of Ice- Cream 5-7

1.2) The Origins and Significance of the project 7-8

1.3) Project Objectives 8

1.4) Benefits of Project 8

1.5) Operational Methods 9

1.6) Time frame of study 10

Chapter 2 Industry profile 11

2.1) Nature of Industry 12

2.2) Situation Industry 12-14

2.3) Product and Service 14-26

2.6) Strategy 28-30

Chapter 3 Marketing Feasibility Study 31

3.1) Marketing Analysis 32-46

3.3) Marketing Mix Strategy 49-51 A

3.5) Marketing Expenses (Sale Incentive) 60-69

3.6) Conclusion in market feasibility 70

Chapter 4 Technical Feasibility Study 71

4.1) Production and Operation Analysis 72-92

4.2) Cost of investment 93-97

4.3) Investment Cost 98-101

4.4) Management Analysis 102-113

4.5) Technical Feasibility Conclusion 114

Chapter 5 Financial Analysis 115

5.1 Income Statement 116-120

5.2 Balance Sheet 121-125

5.3 Statement or Cash flow 126-130

Chapter 6 Risk Management 131

6.1 Risk analysis 132

6.1.1 External Forces 132-134

6.1.2 Internal Forces 134-140

6.2 Conclusion of Risk Management 140

Chapter 7 Summary 142-144

In 1533, Catherine de Medici of Florence, Italy became the Queen of France

like chocolate and strawberry to the frozen milk.

England began to eat the delicious cold dessert.

opened in New York City.

at the fair ran out of bowls.

1.2) The Origins and Significance of the project

According to hot weather in Thailand, we realized that it must be a good

1.3) Project Objectives:

• To study about the market feasibility of conducting new style of ice-cream

1.4) Benefits of Project:

• To be profitable and gain return on investment of conducting this business.