BUSINESS PLAN: TRONG CATERING KANCHANABURI

Abstract

Trong Catering Kanchanaburi is a medium-sized enterprise providing off-site catering services specializing in Chinese banquet-style dining. The target market includes individuals organizing ceremonies and celebrations such as weddings, ordinations, and merit-making events for groups of 100 or more persons, as well as corporate and government organizations requiring large-scale catering. The business employs a direct channel approach combined with social media platforms, particularly TikTok and Facebook, which have garnered over 43,100 and 30,000 followers respectively, creating significant brand awareness across Thailand. The situational analysis reveals high competitive intensity from rival operators in Kanchanaburi and neighboring Nakhon Pathom Province, a high threat of substitutes from buffet and cocktail-style catering, and strong buyer bargaining power in the digital era. The 7P marketing mix strategy emphasizes authentic taste developed over 30 years of experience, fresh ingredients cooked on-site, professional service comparable to hotels, and customizable digital packages. The financial analysis based on a 5-year projection reveals that the business requires an initial investment of 4,673,606 THB, fully funded by the sole owner. The projected payback period is within 3 years. The project yields a positive Net Present Value (NPV) of 2,689,113.89 THB and an Internal Rate of Return (IRR) of 25%. Since the IRR is higher than the 10% discount rate, the financial returns surpass the cost of capital, indicating that this business plan is highly viable and financially lucrative.

Keywords: Business Plan, Catering, Chinese Banquet, Food Service, Kanchanaburi