BUSINESS PLAN: THE CRAFT TAP

Abstract

This research aims to study the business of The Craft Tap, located on Banthat Thong Road in Bangkok. The business focuses on promoting and popularizing Thai craft beer among both Thai customers and international tourists. The Craft Tap is distinguished by its selection of high-quality Thai craft beer, along with a variety of other beverages such as wine and traditional Thai liquor. It also offers a menu of Thai and Western cuisine carefully designed to pair well with the drinks. The marketing strategy emphasizes brand building through social media as the primary channel, combined with promotional campaigns during holidays and special in-store events. The goal is to establish the venue as a recognized tourist destination in Thailand. The owner invested a total of 3,000,000 baht of personal funds, and it is expected that the business will generate sufficient annual revenue to break even within 2 to 3 years. The project has a net present value (NPV) of 6,549,017.08 baht and an internal rate of return (IRR) of 689%, reflecting the business’s potential to expand its customer base and establish The Craft Tap as a strong brand in the Thai craft beer market.