Translated from Thai to English - www.onlinedoctranslator.

com

Business plan online flower shopGiveyou by Khun Sup Khun N

Business Plan for Florist Online Shop“give youby Khun Sup Khun N”
Business plan online flower shopGiveyou by Khun Sup Khun N
Business Plan for Florist Online Shop“Give you by Khun SupKhun N”

Kanjawan Hemhongsa

Independent research is part of curricular education. Master of Business

Administration Small and Medium Enterprises Program

Bangkok University
academic year 2015
 ©2017
Kanjawan Hemhongsa

All rights reserved.

 Kanjawan Hemhongsa. Master of Business Administration. Small and Medium Enterprises,December
2016,Graduate School of Bangkok University.
Business plan online flower shopGive“you by Khun SupKhun N” (48 pages)
advisor:Dr. Sumana Teerakittikul

Abstract

Preparation of this business plan The objective is to establish Set clear business goals
ก Establish a conceptual framework and operational guidelinesNThis business plan is made for the flower
business by improving and developing the existing business. The method of planning the plan is factor analysis. business
environment Competitive analysis and questionnaire-based surveys on a sample of 200 individuals using a customer
sampling method.statisticThe criteria used in data analysis were descriptive statistics such as percentage, mean, standard
deviation.

by analyzing the overall business internal factor analysis analysis of external factors, analysis of
competition Analysis of direct and indirect competitors analyze Competitive advantages, strengths and weaknesses
of the business in accordance with the objectives set There are forecasts for income, expenses, and profits.Payback

period and returnShow that this business is feasible and worth investing in.

Keywords: flowers,holiday gifts,purchase decision

Heamhongsa, KMBA (Small and Medium-Sized Enterprises),
December 2016, Graduate School, Bangkok University.
Business Plan for Florist Online Shop “Give you by Khun
Sup Khun N” (48 pp.) Advisor : Sumana Theerakittikul, Ph.D.

ABSTRACT

This business plan is created to identify the accurate direction by arranging

the scope and operation.platform.The plan is suitable for florist business, especially

for the situation that aims to improvement and development the business. The

methods will employ business factor analysis, competitive analysis and questionnaire

survey from 200 samples of customers. The data is analyzedby descriptive statistics

in percentage, average, and standard deviation.

With analysis of internal factors, external factors, competitive analysis in

both direct and indirect competitors, competitive advantages, strengths and

weaknesses of the business, ithelpscreate the business plan that is consistent

with the objective and finally come up with the possible and practicalsolutions.

Keywords : Flower, Gift season, Purchase Decision

 f

Acknowledgments

self research business plan preparationIndependent(Study) can be completed because

Courtesy of Dr. Sumana Thirakittikul as advisor This business plan has been successfully completed. Thank you
very much for studying here, and I would like to thank Mr.
ส for knowledge throughout the study period In addition, thank you all for your cooperation in answering the
questionnaire as one of the research work. Also thanks to those who have I do research related to my work. run smoothly

Finally, I would like to express my gratitude to my parents for being a great force in completing the
business plan.and thank you friendAll of you who are always encouraging and giving good advice.

Kanjawan Hemhongsa
 g

list of contents

page

Thai script d
english essay e
Acknowledgments f
Table of Contents I
table of contents j
Chapter 1 Introduction 1
1.1 History 2
1.2 location 3
1.3 Product type 5
1.4 Product details 8
1.5 vision 8
1.6 mission 8
1.7 target 8
1.8 objective 9
1.9 Business Administration Structure 9
1.10 Past performance (last 3 years) 10
1.11 Origin of planning 10
1.12 Plan Objectives 10
1.13 Methods of study 11
Chapter 2 Analysis of Business Environment 12
2.1 Swot Analysis 12
2.2 analysis of internal environmental factors 16
 C

Table of Contents (continued)

page
Chapter 2 (continued) Analysis of Business Environment
2.3 external environmental factors analysis 17
2.4 Risk factors arising from internal environmental factors 18
2.5 Risk factors arising from external environmental factors 18
Chapter 3 Competitive Analysis 19
3.1 condition of the competition 19
3.2 the origin of the competition 19
3.3 business competitors 20
3.4 business health analysis 22
3.5 analysis position of the product 28
3.6 competitive advantage analysis 29
Chapter 4 Preparation of Strategic Plans and Action Plans 30
4.1 conceptual framework leading to strategy 30
4.2 consumer behavior theory 30
4.3 consumer purchasing decision theory 31
4.4 marketing mix theory 33
4.5 flower shop strategyGive you by Khun Sup Khun N 37
4.6 data analysis results 41
4.7 Interview Summary 49
4.8 Financial plans and budgets 51
4.9 flower shop business summary 56
bibliography 59
Appendix 60
author bio 77
Independent Research Report Licensing Agreement Document
 I

Table of Contents

page

Table 1.:1 Past performance 10

Table 2.:1 Internal environmental factors analysis 16
Table 2.:2External environmental factors analysis 17
Table 2.:3 Risk factors arising from internal environmental factors 18
Table 2.:4 Risk factors arising from external environmental factors 18
Table 3.:1Analysis position of the product 28
Table 3.:2 Competitive Advantage Analysis 29
Table 4.:1Respondents' basic personal data 41
Table 4.:2 The behavior of buying flowers 43
Table 4.:3Flower buying behavior 43
Table 4.:4Flower buying behavior 44
Table 4.:5 behaviors of buying flowers 44
Table 4.:6 The behavior of buying flowers 45
Table 4.:7 Habits of buying flowers 45
Table 4.:8 factors affecting the purchase of flowers 46
Table 4.:9 factors affecting the purchase of flowers 47
Table 4.10:Factors affecting the purchase of flowers 47
Table 4.11:Factors affecting the purchase of flowers 48
Table 4.12:return analysis 51
Table 4.13:cash flow budget 52
Table 4.14:sales budget 53
Table 4.15:Profit and loss budget 54
Table 4.16:Retained earnings is estimated from normal circumstances. 55
 j

table of contents

page

Picture 1:.1Location 3
Picture 1:.2 Appearance of the shop 4
Picture 1:.3 Examples of bouquet products 5
Picture 1:.4 Examples of flower vase products 5
Picture 1:.5 Examples of flower basket products 6
Picture 1:.6 Examples of fresh flower wreaths 6
Picture 1:.7 Examples of dried flower crown products 7
Picture 1:.8 Examples of dried bouquet products using banknotes instead of real flowers 7
Picture 1:.9 Management structure of the business 9
Picture 2:.1chartSwot Analysis 12
Picture 3:.1 Image of competitor's position 21
Picture 3:.2 Secondary competitor products 21
Picture 3:.3 Secondary competitor products 21
Picture 3:.4 Secondary competitor products 22
Picture 3:.5chartThe BCG Matrix 27
Picture 3:.6 Examples of flower shop logos 37
Figure 3.:7 example of the shop's Instagram page 38
Picture 3:.8 Example of the shop's Facebook page 39
 1

Chapter 1
Introduction

In the past, flower shop was a difficult profession to grow. Because flowers are considered a luxury item.
benefit but at present The popularity of sending flowers to each other to congratulate or express condolences on
various occasions. There are more and more, causing flower shops to open scattered around the town. It is
estimated that flower shops are located around the country.,000 shop1

Many people think that a flower shop business can be done simply by being beautiful in the shop. but in fact
Opening a flower shop not only requires knowledge of flowers. or just the flower arrangement to achieve Success
must rely on experience.communityknowledge, true intentions in flower arranging Because at present there is
quite a high competition.

Most flower arrangements are located in the city or important places, but in the community, there are not
many flowers. flower shop business which to invest flower shop business You need to study the area, study the
location, and clearly define the target group. If the location is less targeted, the profits will be reduced as well,
even if entering a flower shop requirestentativethink of many factors but the opportunity toThis business is still

very much.Because there is an important place that the flower shop has not yet reached the buyer.

Strategies that are important in marketing opportunities in making The flower shop business is Making a
difference to the product, whether it is the difference of the product. in the product Cheaper prices than others.
Distribution and marketing methods. Making the product stand out, such as bringing fruit, sweets to combine with
bouquets or bringing unusual shaped containers. to add flowers to make it unique and add value to the product

Nowadays, the competition in flower arrangement is more intense. Because the profession of arranging
flowers relatively little investment and does not require much knowledge It only requires expertise, causing more
and more new investors to invest in the flower arrangement business. In addition to the problem of increasing the
number of ditches
 2

market on the rise Progress in inventions, especially the making of artificial flowers With increasing popularity,
fresh flower shop business has started to tend not to be as bright as in the past. Artificial can be stored for a long
time. However, the charm of fresh flowers It is still very much liked by Lu. Therefore, entrepreneurs should study
well before starting a business because at this time, customers The selection of products or services in many shops
causes the flower shop to constantly develop the product's style. according to the change of environment and era

flower shop-Ensub sells fresh flowers. There are people who have knowledge of how to arrange flowers
and how to arrange flowers as well. Because he was an employee in a flower shop before, later opened his own
small flower shop. by renting commercial buildings Its location is located on Sor Road, opposite Sukhumvit
Hospital. under the store name-N. Sap and provide services to customers continuously. to this day

until reaching the era where technology plays an important role inwateringTherefore, the lives of people
today Modification of the flower sales model From selling only in the storefront, increase the number of online
sales, whether it's selling via Instagram or Facebook, to make the shop more Know how to reach more customers.

to increase sales and facilitate communication in the future

1.1 History and Background of Business

flower shop-N was established by seeing market opportunities with the view that the business will good
growth get a suitable area for for opening a business because in the area there are companies, temples, hospitals,
schools, which in the early days of business opening very good product but as time passed the economy does not
start Sell less products than before There is a way to manage the family itself. but still able to sell products until
now and goals are planned in the future that the children will inherit the management Business of a flower shop in
the future by changing the name toGiveyouby Khun Sup Khun N
 3

1.2 Location
current storefront located in a commercial building On Sukhumvit Road Close to BTS Ekkamai Station,
Sukhumvit Hospital It has a total usable area of 30 square meters.

Picture 1:.1Location

source:Sap-N flower shopmap.(M.P.A.) Retrieved from

https://www.google.co.th/maps/place/Sap N-N
 4

Picture 1:.2 Appearance of the shop

 5

1.3Product type:The shop sells fresh and dried flowers.

จ Selling fresh flower products and dried flowers such as flower baskets, flower vases, flower
bouquets, flower crowns, wreaths for various events Delivery service is available throughout Bangkok and
surrounding areas.
Picture 1:.3 Examples of bouquet products

picture41:. Examples of flower vase products

 6

Picture 1:.5 Examples of flower basket products

Picture 1:.6 Examples of fresh flower wreaths

 7

Picture 1:.7 Examples of dried flower crown products

picture. 81: Examples of dried flower bouquetsusing banknotes instead of real flowers
 8

1.4Product/Service details
Pros
1.)There are all kinds of flowers. both Thai flowers and imported flowers
2.)Advice on how to arrange flowers and teach flower arranging for those who are interested
3.)There are dried flowers for sale.
4.)You can contact the shop easily. via online media and delivery service 24 hours

1.5vision
Be a leader in variety of flower products and is a representative of
Good feelings for each other from the giver sent to the recipientonMake an impression on the product, including
received from our shop under the word variety of flowers, representing the heart of the giver, delivered to the
recipient

1.6mission
1.)Develop a modern flower arrangement style. service is fast Impressed customers
2.)friendly service Ready to educate customers about flowers
3.)Make customers confident in the standard of the product. and come back to buy again

1.7target
1.7.1 Short-term goals set for completion within 1 year
1.)Develop products to be up-to-date all the time, which will increase sales continuously. sales will increase
%50
2.)Expand the market through online media such as Instagram, Facebook.

1.7.2Medium-term goals, set to be completed within-5 years 3

1.)It is a flower shop with many customers. a large number of people like the product and tell others to use
2.)Hire more employees and flower delivery staff.

1.7.3Long-term goals set for completion 5 or more

1.)There are distributors in various regions across the country.
 9

1.8business objectives
This business plan It is created to develop quality, improve, change and develop business for the better.
Increase sales in online media, causing customers to be satisfied and impressed with products and services until
they return to buy again and increase sales for the product. including in order to plan the work smoothly minimal
problem

1.9Business Administration Structure

Picture 1:.9 Management structure of the business

store manager
Kanjawan Hemhongsa

flower arrangements
Chaweewan Homniam

flower delivery man

Thanakorn Prasartkaew

Number of employees4 people

1.9.1 Segment (department) with number of employees
1 store manager
2 flower arrangement staff
1 flower delivery person

1.9.2List of employees in each department (department) and

obligations Ms. Kanjawan Hemhongsa
ต positiondstore manager
obligationatTaking care of the overall picture of the whole business, answering customer problems talk about the
product
 10

Miss Chaweewan Homniam

Ms. Somsap Muensri
ต positiondflower arrangements
obligationatArrange flowers according to customer orders.

Thanakorn Prasartkaew
ต positiondflower delivery man
obligationatDeliver flowers to the location specified by the customer.

1.10Past performance (last 3 years)

table1.1 :Past performance
list 2015 2014 Year 2013 Year 2
annual sales 1,800,000 1,700,000 1,500,000 1,500

net profit 150,000 140,000 120,000 120,0

assets 1,950,000 1,840,000 1,620,000 1,620

1.11 Origin of planning

because the flower shop-N is a flower shop with good has been in business for a long time Management is a
system that uses a method of self-management within the family. With the changing era Improvement and
development to be modern to develop an online flower shop business plan to increase sales as a guideline for
makingto lead the business to be successfulsuccess, impressive to the customers and the planning to go in the same
direction

1.12 Plan Objectives

1.12.1 To be used as a guideline for doing business, whether it is to improve business by selling online and
marketing to increase sales
1.12.2 to meet the needs of customers and know what the customer wants from the flower shop asking us

1.12.3 To improve the business from the original That has been a method of self-management for a long time to be
very systematic. and growing smoothly
 11

1.13 Methods of study

research from concepts, theories and related research
1) consumer behavior theory
2) consumer purchasing decision theory
3) marketing mix theoryP(4)
 12

Chapter 2
business environment analysis

This is a presentation of the content about the analysis of internal environment factors. and analysis
external environment factors that affect the business according to the concept and theory
ofSWOTAnalysisto
น to summarize the risk factors for The business operations are divided into internal and external risk factors, as
detailed below.

2.1 SWOT Analysis

Picture 2:.1chartSWOT Analysis

source:Albert Humphrey's Ultimate TechniqueSWOTAnalysis. (M.P.A.). Retrieved from

http://siammetalliczone.com
Strengths, Weaknesses, Opportunities and Threats Analysis(SWOTAnalysis)
Alberthum free(Albert Humphrey)said the survey analysis of
situation2both internal and external, which is an analysis of strengths and weaknesses in order to know (know us)
know the environment(thisamen) clearly, including analyzing opportunities and obstacles factor analysis various
things that happen both outside and inside the organization, which will help the executives of the organization
know various changes that will occur outside the organization both what has already happened and the changing
trends that will occur in the future as well as the impact of these changes on the business, strengths, weaknesses
and aptitudes in various fields. that the organization has which these information will be
 13

greatly in determining Determine vision, strategy formulation, and implementation of appropriate organizational
strategies.

strengthsStrength)(means the positive impact that occurs from the company's internal
It has advantages in business operation. The internal operations of the company are good, which can be done in all
types of businesses.
Must know what is the highlight of the company. and must be considered from every aspect such as the production
of elements
Marketing, Management, Finance, Research and Development in order to analyze the strengths and bring
ก set as a strategy or guideline various operations make the company stand out and create an image
Different from the competitors in the business, the quality of the company's good products, such as
the vision of executives. Stable financial position of the business
weaknessWeakness)( means the negative impact arising from the operation internal
operations of The company has a disadvantage in doing business or operating within the company can not do
well and As a result, the company has a disadvantage in operating. Business operations such as higher
production costs than competitors, personnel problems, the image of the company.

chance (Opportunity)means the external environment that is beneficial to the operation

of the company or the impact caused by the external environment of the business that has a positive effect on the
business
Management must constantly monitor the external environment. in order to improve various strategies
and to meet the objectives set, including requiring quick planningand ready to deal with changes
of the external environment such as economic, social, political, legal, technological and
Compete for the benefits that will come from these changes in the external environment.

obstacleThreat)( means an external environment that threatens or may adversely affect

ด Company's operations Negative effects caused by the external environment on the conduct of business
Operators must be careful in what limitation of the business as it will generate profit can be damaged if the limitations that
impede it are unable to be overcome. and that problem arises Entrepreneurs must have a way to prevent negative effects
that may occur to the least possible problems that may occur, such as natural disasters. the strength of the ditch higher
energy costs change in interest rates
 14

2.1.1 SWOT Analysisof the flower shop businessGive you by Khun Sup Khun N
1.)strengths(Strength)
- the quality of flowers
In the shop, we pay attention to It is very important to the feelings of the customers. Therefore, there is In
selecting and selecting flowers of good quality, beautiful, large flowers, not easily withered and meet the needs of
customers, including developing new products that are different, new and up-to-date in the timely market in order
to provide a variety of products for customers to choose from.

-price
ส For the price of our flower shop, the price is not very high. It is a price that every group of customers,
every profession, can be tangible because flowers are accessible to everyone. We do not buy flowers in our shop. for a long
time But there will be a regular shop from Chiang Mai that will deliver 2 times a week. In case it runs out, you can call to
order at the shop at Pak Khlong Talat. so that the flowers do not have to be stored for a long time, which
can be damaged

- technology
Ready and quick to respond to customers by sharing product images for customers to watch or receive
Order via social media Whether it's via Line, Facebook, Instagram, it makes it more convenient for customers who
use technology to communicate. You can also send product pictures to customers as well.

- Personnel
This is because our flower shop has been open for more than 20 years and there are 2 flower
arrangement staff in the shop. Expertise in flower arranging And can produce products out quickly, delivered on
time as customers want.

- service
The shop has flower delivery staff who can take good care of the flowers. so as not to cause damage
during delivery including having They are well versed in the route so they can deliver flowers to the destination.
timely as required by the customer
 15

2.weakness(Weakness)

- Due to the limited time, some flowers cannot be purchased as the customer wants because the type of flower is
only available for certain seasons. If purchased out of season, the price will be higher than usual.
- There are not enough drivers to deliver flowers. when a customer orders a large number of flowers at the same
time
- The business has limited capital, so it is not ready to invest in buying flowers for organizing in big events.

3.chance(Opportunity)
according to various festivals such as Valentine's Day, birthday, graduation day, congratulations, express
Mourning, people like to give flowers to each other. and flowers are the first choice that customers choose to use
as
good feelings for each other And at present, the government has promoted business.SMEswhere Thailand is
stepping into Thailand
Land 4.0, which will drive business with innovation by bringing creativity
with innovation together which is a development and change new technologies to apply
Business in the age of technology to play a role in the life of KanataiSohave the opportunity to receive
Easier support from public financial institutions

4.obstacle(Threat)
Nowadays, there are more flower shops, so customers have more choices. Especially the stores on various
social media, giving customers the option to make a purchase decision. and there was a price cut. The shop has no
set selling price standards Some customers do not understand that flowers are indeterminate products, because
some fresh flowers are only available in certain seasons, thus unable to arrange flowers according to the customer's
orders. The customer does not receive the product as they want, it will result in the customer not ordering.
 16

2.2 analysis of internal environmental factors

table2.1 :analysis of internal environmental factors

type of factor Situation and effect on business

1. production factors 1. Due to the experience of florist staff
His expertise in flower arrangement made him able
to
Design and arrange flower arrangements quickly.
2. If you are a one-time customer come to buy flowers
Inside the shop, flowers can be delivered to customers in
time.
Customers do not have to wait long for the product and
willfor customers
Become a regular customer our leadership
2. Technology factor 1. Ready and quick to respond to customers
receive orders
through on social media whether it is Lai
FacebookInstagram
2. making it more convenient for customers
communication technology can also send
Products for customers to check before shipping
3. Payment is convenient, can transfer
online products
3. Budget factor 1. The business has limited capital and is not ready.
too much financial
2. causing disadvantage to other competitors
1. There are not enough delivery personnel. when
4. Personnel factor buying
at the same time in large numbers
2. causing delays in the delivery of goods
 17

2.3external environmental factors analysis

table2.2 :external environmental factors analysis

type of factor Situation and effect on business

According to various festivals such as Valentine's
1. customer factor 1. Day, birthday
Graduation Day Congratulations Show
People tend to give flowers to each other for
representative of good feelings
Flowers are therefore the first choice that
2. customers buy.
At present, the government has promoted
2. social and economic factors 1. business.SMEs
2. can request support
from public financial institutions more easily
3. Competitor factors 1. At present, there are many online flower shops.
because they don't need much money and don't
remember
There is a storefront that costs a lot.
able to reach the target group directly
A new generation has turned to open an online store.
This gives customers the option to make
2. decisions.
More can buy products online.
time without having to travel to the store
4. Product factor 1. Some fresh flowers have certain seasons.
Can follow the orders that the customers have
ordered.
2. When the customer does not receive the product
as required
Place an order
 18

2.4Risk factors arising from internal environmental factors

table2.3 :Risk factors arising from internal environmental factors

risk level What needs to be done

type of risk factor cont
high center inue hedge

th
If organizing a large event and needing
1. Budget factor e money
Buying flowers in large quantities will
fix it.
Asking customers to pay deposits
t
h
2. Personnel factor e Can use delivery service
temporarily, whether it is a win
or other private companies such as
ofGrabbike

2.5Risk factors arising from external environmental factors

table2.4 :Risk factors arising from external environmental factors

risk level What needs to be done

type of risk factor cont
high center inue hedge
t
h
1. Competitor factors e Find your own main selling point
Develop new styles of products
attracting customers by organizing
join the fun via
through facebook ok
Instagram, fast service and
 must be honest with customers
th
2. Product factor e Some fresh flowers have certain seasons.
unable to follow the orders that the child
but can talk and change
Change the flowers that look like
 19

Chapter 3
competitive analysis

3.1 Conditions of competition

3.1.2level of competition
The main competitor is artificial flower shop Products used to replace fresh flowers, such as gift shops In the shop
we focus Target middle-class customers because the flower products in the shop are not too expensive.tangible
and bought them for each other in oohvarious gases

3.1.3Strengths/competitive advantages
1. There are a variety of flowers ready for for every festival
2. There are many decorations for customers to choose from.
3. There are various distribution channels. Whether it's Facebook, Instagram
4. always fresh flowers not easy to wither
5. Fast service, ready to answer customer lines and delivery 24 hours.
6. There is going to be a representative Distributed in all regions of the country.

3.1.4market dominant
There are many flower shops in the market today. There are many groups of customers, whether Thais or
foreigners, as for the flower shop. – Sap n opened for a long time, a long time There are both regular customers as
well as old customers who still order products continuously. and new customers come to use the service, thus
making it a shop with regular customers Visited to order flowers. and use the service with the for a long period of
time, making it well known to customers in front of Wat That Thong or in the Sukhumvit hospital area. In the
future, the market will be expanded full social media In order to have new customers and increase sales

3.2the origin of the competition

3.2.1trend
At present, there are many new flower shops opening up. The expansion of the flower shop business has
continued to increase because there are many new generations of people who are interested in this type of business
because their initial investment is not too much. The number of competitors is increasing steadily.
 20

Flowers are still popular that customers will choose for each other. In various festivals such as congratulations,
graduations, birthdays, weddings and funerals, etc., to use flowers to represent feelings first in 2015-In the past
2016, the most popular flowers, especially among teenagers, were dried flowers.Vintagesuch as dried statis
flowers dried caspear However, whether fresh flowers or Dried flowers and different charms

3.3business competitors
picture3.1 :Picture of the position of competitors in the current flower shop business (distributing in the
shop)

1
2

source:Sap-N flower shopmap.(M.P.A.). Retrieved from

https://www.google.co.th/maps/place/property-ligament
3.3.1 Main Competitors
3 nearby flower shops
1. Beauty Garden Located next to our shop, 3 booths sell the same products.
2. storeDear FlowerLocated next to our shop, 2 booths. If coming from Phra Khanong, you will
see the shop.Dear Flowerbefore reaching our shop
3. storeLove Floweron the opposite side next to Sukhumvit Hospital
 21

3.3.2 Secondary competitor

- tree shop
- dried flower shop
- Fan wreath shop Replacement wreath (spoon wreath-fork)
picture3.2 :Secondary competitor products

source:tree wreath.(M.P.A.). Retrieved from

http://www.cflowershops.com/index.php?lay=show&ac=article&Id=539114098&

Ntype=11
picture3.3:Secondary competitor products

source:cutlery wreath.(M.P.A.). Retrieved from

http://www.missflower2u.com/13932385/wreath-beautiful-good, useful-
 22

picture3.4 :Secondary competitor products

source:fan wreath.(M.P.A.). Investigatesearch from

http://www.patummaswreath.com/product

3.4 Business Status Analysis

3.4.1 Analysis of competitive conditions(Five Forces Model)

5 Forces ModelThat is another tool for analyzing the market.MichaelPotterat has been
very popular and is accepted all over the world which is often used toanalysis of the councilof the market in order
to prepare to deal with market conditions in which goods and services areand What are the risks in doing business?
5forceswhichmodel noIt is not restricted to large businesses.
because in fact Small businesses should be able to use analytics to reduceand
business stability5ForceswhichModelare as followsInfogination(Co.,Ltd, 2015)

1.)Bargaining power of customers(Bargaining Power of Customer)

Sometimes customers have the power to negotiate a lower price of the goods or to determine the quality of
the goods and services to be higher as the customers want. The reduction in the selling price leads to a decrease in
revenue, while the increase in quality leads to a decrease in sales. causing that cost to rise All of these have led to
results, especially for businesses with less interest in customers. And not in demand by the market, customers,
higher bargaining power. and will be even higher if customers are grouped together to
 23

The quantity is large because the customer has the right to choose to make an offer to other operators who
can give the price and quality the way they want.

Therefore, there must be a group of operators who sell products or provide services of the type. It is the best
way to sell to customers because once we have entered into agreements with other stores about the price.
Customers will not be able to negotiate the price very much. Because each store will have of the same or similar
products to reduce the competition that will occur reduce the price cut of But entrepreneurs can choose to compete
with each other in terms of price alone, such asservice, product package or brand reputation without reducing the
value ofproducts and services
2.)negotiating powerstuffSuppliers (Bargaining Power of Suppliers)
Suppliers grouped together to reduce The bargaining power with customersSell it yourselffor a higher price
or a lower quality which the operator has no rightvery selectivehave to meet with suppliers who have The smaller
the number, the greater the risk of having to face an accident.product eventsame quality because there are fewer
options and when the operator sets a priceIf you can't, I will sendprovide the cost of our businessis higher

which how to deal with The bargaining power of the suppliers is the merger of product operators.Same
service to bargain or grouped together to purchase productsin order to reduceraw materials to rubgo downor will
choose to use another service provider instead which besides the groupsupplier at
อ The bargaining power has increased. It is also building a good relationship with competitors.that will help
increasewith future customers as well
3.)Threats from new competitors(Threatof New Entrants)
Barriers to entering the market of goods and services Of course, if a business thatperform the tense There
are high sales, good profits, but there are new competitors. Come to invest in many more when the same market
share and profit If profits that used to be high have to be reduced, it is normal. usually business It may not be
affected in this regard, because large businesses tend to accept cheaper raw materials, have many regular
customers, making it possible to set prices at lower prices. to systems, shipping and distribution methods that are
so efficient that it is difficult for new competitors to enter the competition.

ส for small businesses Able to build good relationship with customers until they become loyal. Make the
brand strong and being known to the people is another way that although there are
 24

Once launched, customers will continue to use our products and services. Therefore, if the business can stay new
competitors come into the market all the time Entrepreneurs should therefore pay attention to important to the
value of the And creating a unique business that can be difficult to imitate will create more difficult obstacles for
new entrepreneurs.
4.)Threats from Substitutes(Threat of Substitute Products or Services)

It happens when customers can easily find a replacement for our products.There may be a cheaper price or
better quality than ours. until the decision to stop buyingwater and use the serviceTurn to use replacement products
instead, such as desktop computers that are popular in the era.one at allin work or studybutNowadays, even
smartphones have the function ofmany things can
ท can work in just one smartphone until the desktop computer for somepeople may not befor the people of this
era, so we must ensure that our products and servicesThat mold will have a pointso outstanding that they can't find a
replacement product to use or may use the appearance of the package thatcausing the products of
More valuable and worth buying than substitutes
5.)competition between competitors within the same industryRivalryAmong(Current
Competitors)
The intensity of the competition consists of factors in4The above topics are both the power of the buyer.
อ the supplier's power, the threat of the new operatorM. A.the threat of having a substituteThus affecting the rate
of violence in almost all competitions. and the more the marketWhich tasks are autonomousAlready intense competition
The higher the risk in the environment, the more business will be exposed.accordingly, so whenEntering a market with
intense competition should be well prepared.and hurryknown and strong organization to gaincan survive in the market

analysis of competitive conditions(Five Forces Model)of the flower

shopGive you by Khun Sup Khun N
1.)Bargaining power of customers(Bargaining Power of Customer)
Customers have some bargains. have a negotiation For example, some customers may want a large
wreath, but they don't need expensive flowers. but in some cases
 25

expensive flowers Selected at flower per flower. And don't want to be very large, so have to have a starting price
to reduce the bargain.

2.)bargaining power ofSuppliers (Bargaining Power of Suppliers)

Most flower shops have flower delivery trucks twice a week, with the main store coming. From Chiang
Mai. Imported flowers must be ordered when orders from customers come in. Not three, can be hoarded, and
flower arrangement materials will be ordered from the shop. frequent delivery
อ bargaining powerSuppliersmore than making a flower shop The products are offered for sale on a regular
basis.
อ has various bargaining powers such as requesting creditcrowAsking for a price reduction, requesting to increase
the number of flowers will be easier, so there will be a chance to get the cost of selling products that are not too expensive.
And it also helps to reduce costs as well.

3.)Threats from new competitors(Threatof New Entrants)

An online flower shop business is a business that doesn't cost a lot to set up, but a lot and people like to
use flowers to represent their feelings during festivals. Therefore, the business who are interested in investing,
open business all the time Therefore, there must be a way to prevent threats from competitors.
ส For the flower shop, we must choose good quality flowers for our customers. Take advantage of customers and
most importantly be honest with customers. In our shop, we have an advantage over other shops. regular customer who
used to order a lot of flowers when it came to the festivalNewspaperImportantly, there will be customers ordering products.
come uninterrupted

4.)Threats from Substitutes(Threat of Substitute Products or Services)

flower products It is meant to represent the feeling of the occasion. or festivals such as ivory, graduation,
congratulations, weddings, funerals, can be considered relevant in life from birth to death, and nowadays there are
many substitutes such as wreaths made of cloth, wreaths, fan or flowers. will be different Because fresh flowers
are charming in themselves. Therefore, customers have used fresh flowers in every festival since the past.
Therefore, the florist has to come up with new ideas for arranging flowers for their children. decide to buy fresh
flowers And it is the first choice that customers decide to buy.
 26

5.)competition between competitors within the same industryRivalryAmong(Current

Competitors)
Nowadays, the number of products sold online is increasing, so there are so many online flower shops.
Customers therefore have many options to make decisions. There are comparisons in terms of products and prices,
so the shop has to develop products and change flower arrangements to be up-to-date continuously. have good
human relations Must have a clear target customer group by selling online of the shop. Giveyou by
Khun Sup
Khun Nwill focus on adolescents and working age with a market survey by studying business information to
see what is The reasons that made the business successful and applied to develop itself
 27

3.4.2 The BCG Matrix

picture3.5: The BCG Matrix

give you

source:Niwet Thamma, Chayanan Tiyatrakanchai and Chusak WirotjanaphongBCGModel.(2013)..

searchveryhttp:///mba.sorrawut.com/wiki/BCG_Model
from the tableBCGYou will see that the online flower shop businessGiveyou by Khun Sup
Khun Nlive
in positionCASH COWhas high market share, able to make continuous profit because the flower shop
business
That is useful for all groups of people. Whether it's a group of workers who bring flowers to the boss.
and a group of students It is popular to give flowers to friends. or lovers in various festivals which flowers are
considered
who have been with people for a long time in the past and is still growing well in the online era.
future market and to enable the product to compete with competitors to stay up-to-date, should develop products
Always have new products that meet the needs of customers. And there should be a strategy used to compete with
the pair.
so that the business continues to operate will continue in the future
 28

3.5analysis position of the product

Table 3.:1Analysis position of the product
Factors used for analysis business
Product Features Fresh flower wreaths available
variety for customers to choose
from
The shop has a wide variety of
variety of products products.
whether fresh flowers
dry, both Thai flowers and flowers
Imported can arrange flowers.
Many designs such as baskets,
vases
wreaths
flowers too
product price Moderate price, not expensive
too much, every customer
can buy
location Currently located in the area
The city is close to the subway
station.
Mai is located on the main road
inthe
Nearby there are temples and
hospitals.
mall
Selling through online
Facebook:Give-you
Instagram: Give-you
competitor
Some shops bring wreaths.
used flowers for sale
customer
with limited flowers and
Customers choose less, not only
customer demand
Expensive, use less flowers
leaf
Competitors will be located in the
area.
next to each other, in a department
store
gIn the basement, customers have
a number of
to see a flower shop
and at present there are shops
happened a lot
service because our shop has no delivery personnel
Sending regular flowers of the The shop made it necessary to hire
shop employees.
able to deliver goods outside flower delivery
Convenient, fast, no need to wait
in line
delivery
 29

3.6competitive advantage analysis Table 3.:2 Competitive

Advantage Analysis
Factors to be analyzed Details of the advantage
Because the business has a storefront and opens a
cost factor map
For a long time, it started with no investment.
Currently using a flower shop
family members thus helping to reduce costs
as well as having a number of channels sold online
which selling products online uses the root
personal factors The florist has expertise.
He was an employee in a flower arrangement shop
before.
He is well versed in flower arranging.
The flower delivery staff at the shop made the
children
fast product
The storefront is located on the main road in
Location factor Ekkamai area.
near temple, hospitalfactoryDear Department Store
and convenient to travel by BTS Skytrain including
online distribution channel under the nameGive
you
by Khun SuP Khun N
 30

Chapter 4
Strategies and Action Plans

4.1 Conceptual framework leading to strategy

How to make the product known to the customers and the general public, the product and the design of
the product Being more outstanding than competitors is building relationships with prospects who will become
customers and how to provide customers with the highest satisfaction with products and services, including
maintaining relationships with customers. until becoming a regular customer of the shop

concepts and theories used

1.)consumer behavior theory
2.)consumer purchasing decision theory
3.)marketing mix theoryP(4)

4.2 Consumer behavior theory

Consumer behavior refers to the actions of a particular person. which is directly related to the procurement
and use of goods and services This includes cutting processbuy a memeand which has a part in determining
require that such action be taken,(Thongchai2003) Santiwong

operator behaviorConswealth(mer Behavior) meanssoThe behavior in which consumers

search, purchase, use, evaluate the use of products and services that are expected to meet their needs. Consumers
or refers to the study of behavior, decision-making and action. of the consumer concerning Buying and using
products It is necessary to study and analyze consumer behavior for many reasons, namely:
1) Consumer behavior affects a business's marketing strategy and results in business success if the
marketing strategy can satisfy consumers' satisfaction.
2) in accordance with the marketing concept (Marketing Concept) that in making customers
satisfied, therefore, it is necessary to study consumer behavior in order to create a stimulus. or marketing strategies and
meet consumer satisfaction (Siriwan Sereerat,
1998)
 31

from that concept to sum up the meaning of “Consumer behavior” refers to the actions of individual
consumers in order to make purchase decisions for goods and services. behavior analysis can meet the needs of
consumers

ส For the consumer behavior of our flower shop customers, customers will order flowers from the past.
They are used to ordering from the regular shop they used to buy or from the referrals of their acquaintances. Some
customers will find pictures. Their favorite flowers from the Internet are presented to the shop as an example or a
guideline, and then arranged according to the customer's order, which the customer will ask first if they can do it. and
whether it can be done according to the desired format and What happens is that there are no flowers that match the
customer's sample image. brought to the shop to arrange according to the design because Some flowers are seasonal
flowers, so if customers want to buy, they have to pay a higher price.Agreed on modifying the style of flower arrangement
to meet the needs of
customers as much as possible

4.3 Consumer purchasing decision theory

Buyer's decision-making process Develop criteria or tools who came to help decide to This makes decision-
makers less likely to make wrong purchases. or a decision has been made, the decision must be made under
various circumstances under which an assessment can be consideration best decision making decision making The
mental probabilities and the conditional always involved because each individual has different reasons for doing
Running their own business will want to choose the best results or returns. But if there is only one choice left
decision making problem happens because they have to choose according to the only way that exists which will
not compare whether the results Is the reward the best? So try to find something that will help you make a
decision. The highest return

WalterWalters,(1978) explained the meaning of decision as the choice to act. to do something in

particular from among the options available.
KotlerKotler,(2000) said that the way consumers do Decision making consists of factors
Inside is the motivation, perception, learning, personality and attitude of consumers. which will reflect
 32

consumer demand Awareness of the wide variety of products that consumers eventually come in is evaluating the
value of those choices as to which one should be the most rewarding.
The internal factors of consumers are divided into two parts.

1.)Consumer decision-making risk refers to the uncertainty when consumers face the unpredictable Once the
purchase decision has been made at the risk of the consumer such as risks in product properties Risks in
terms of value for money must pay as the price of the product Risks in terms of product appearance and
use are social risks. Risk in terms of product usage time that it is worth the money Whether or not these

risks will be more or less depends on the type of goods and services, including the purchase.

2.)Consumers tend to consider the product only-Only 5 brands, 3 in each category. by considering The
purchase is usually a familiar product.consumer decision-making processThe three levels of purchasing
decisions are:
 high purchasing decision level in cases where consumers need large amounts of information to
for consideration of purchasing productsFor example, consumers may look at product reviews
from the internet. before you buy

 The level of decision-making where consumers know some products and brands but still want
more information.

 The level of decision-making in the event that the consumer has experienced it. from using the
product or that type already but needs information to review what they know and reiterate that they are not wrong

Decision making is the selection of alternatives as a solution to a problem that requires multiple
alternatives. The choice comes first (Thipwan,2003Moon color) to compare them until they have the right
choice The most suitable will come as a guideline for further solving the problem.
 33

The decision to buy flowers for customers in this era Most of the customers will choose flower pictures
from the internet, choose a shop that has a variety of flowers to choose from, either based on reviews or from the
stories of acquaintances, and decide with friends if customers come to inquire with the shop. will begin to ask the
customer first whether
น What kind of flowers are used in the event, and how much is the budget? Flowers are recommended that are
suitable for the occasion that customers bring to help customers make easier decisions. There are pictures of flower
arrangements that have been arranged for customers to choose from. according to the preferences of each customer Ask the
customer if they will pick up the product themselves. or let the shop arrange in order to get the best out of the product like
consumers As a result, customers will come back to buy again in the future.

4.4 Compound theoryslope4P()

is a marketing strategy used to analyze management and planning for marketing activities4in the following
respects:
1.) Product
Refers to products or services that a business wants to meet the needs of consumers by considering various
things. These are from the products of the business.
- Quality, reliable standards
- Strong points (different from competitors)
- attractive appearance
- be safe

2.) Price
Refers to the price of that product or service. which the price of the product must be related to target
audience Product quality, raw materials, corporate funds In order to make decisions in the placement of the
product, the price must be determined. taking into account things such as the price and rarity of raw materials or
the cost of operating the current and future economic conditions Prices compared to competitors and the market
 34

There will be different types of pricing criteria that businesses must specify. set a price to meetproduct
- Set a single price No matter where and how much you buy, they have the same price standard.
- set different prices according to the style different purposes
- Set prices psychologically, taking into account the consumer's attitude towards the product. Some
consumers are confident. In the quality of imported goods, businesses should set prices high to match the ideas of the
producers. including setting the price at the end9such as numbers29, 39, 49
- set price in The hierarchy when consumers buy less items will be normal prices. But if you buy a lot,
the price
than
3.) Place
Meaningtoofficial for the distribution of goods or services including ways to bring products or to
consumers to keep up with demand and incur minimal costs which has criteria such as who is the target audience
should distribute products or services to consumers through which channels direct consumer through retailers,
wholesalers, creating distribution channels Distributing through agents and further distribution, whereby the
products must be consistent with the distribution channels.
4.) Promotion
Meaningto apromotional activities It is a strategy used to arouse the interest of consumers. more
interested in the product or service Promotional activities can take many forms, such as advertising through media,
displaying products or services. To try the product or service, give a discount, after-sales service, product
warranty. which each activity has a purpose And there are different methods. The work is planned, the budget
should be analyzed and allocated effectively. in order to achieve results Promote marketing effectively
 35

Marketing mix theory(4P)of the flower shopGive you by Khun Sup Khun N

1.) Product

The flowers that are sold should be fresh, not withered easily, because when we are honest with
customers, it will make customers trust and come back to buy again. When the shop has changed the form of the
product to be available in the future. modern all the time Because nowadays there are many flower shops, each of
which has an issue. Product shape Or different tones of flowers, there are strange flowers that are brought in to
make it more interesting.

The shop has a variety of products for customers to choose from, such as flower vases, flower baskets,
wreaths and can choose the type of flowers. The color of flowers can be according to the needs of the customers. It
is open for customers to come in and arrange their own flowers to give to someone special on a special day. For
flowers that customers order and deliver, when the flower shop is finished, they will take a picture of the product.
Send to customers who want to check the product before delivery. Customers may have amendments. to meet the
needs of customers as much as possible

2.)Price

affordable price suitable for the product Prices start at 300 baht, no matter what group of customers you are.
You can buy flowers from our shop and the price is standard. no customer exploitation Can compare with other
stores and besides the beauty Fresh flowers from our shop The price is not too expensive again. with and in the
future will be ablecarAble to pay via credit card

3.)Place
You can order products through many channels, such as by phone, LINE, Facebook and Instagram. Quick
to respond to customer messages Able to educate customers about flowers without flower patterns to choose from
a variety of at the flower shop The location is located in a community area. Customers can travel conveniently. Sa
travel by BTS Skytrain. Get off at Ekkamai Station, take exit 4 if customers want the shop to deliver. There will be
a regular flower delivery staff. shop expertise in flower delivery and prevent damage caused by bumps during
delivery and in order to maintain the quality of the product not cause any damage before reaching the customer
 36

4.) Promotion
Customers can see the work of flower arrangements from the shop. To help you make a purchase decision,
there is a promotion.
ส for suggested customers bring friends to buy products%For example, customers who refer 10 friends and give
more discounts.
10%For new customers recommended by friends bring them to buy products If you are a
customer who buys Prajong flowers Flowers are given on special days such as birthdays,
anniversaries.
Have aggressive marketing such as reaching out to group companies, offices, spas, or small resorts to
decorate the company, causing the shop to bring Making flowers to change regularly, resulting in customers to use
our shop continuously.
 37

4.5 Florist StrategiesGive you by Khun sup Khun N

Nowadays, more and more people are interested in online shopping.-N Sap flower shop
therefore saw that would like to add in the part of the channel selling flowers online by nameGive
youflower shopby
Khun sup Khun Nfrom the original storefront Therefore, there are strategies and guidelines for
improvement from flower shops. to be changed and more modern By designing a new logo of the shop, which
will make it more modern and bring the old flower sales that is the nature of selling only in the shop. Combined
with the addition of an online flower sales section. In order to penetrate the market of teenagers even more, it is
sold through Facebook channels.InstagramTo allow customers to see product samples and contact the shop more
conveniently

picture3.6 :flower shop logo exampleGiveyou by Khun sup Khun N

 38

picture3.7:Example of a flower shop Instagram pageGiveyou by Khun sup Khun N

 39

picture3.8 :An example of a flower shop's Facebook page.Give you by Khun sup Khun N

As for the promotion, there areNadaRa, an actor to help promote the product. There is a discount for
Customers who play games with the store by sharing pictures of the store's products. There are activities to
exchange Discounts during festivals In order to increase the number of channels Selling online, the most important
thing is to maintain the same quality of the product. The price is not too expensive. and increase the difference
products to make it more attractive There is a new style of flower arrangement. including services to reach as
many groups as possible because nowadays online play a role for It is very important in everyone's life. The
lifestyle of customers has changed. There is more communication and information searching online. Therefore,
online business is increasing. Because it will help save the cost of renting a place.
 40

In the future, there will be building a good relationship with the restaurant or spa in order to bring flowers from the
shop to decorate the place to be more beautiful.

Research has shown that most flower shop customers are between the ages of-30 years, who is a person of
the Gen Y21 group which is a group who grew up with computers in the age of internet and modern technology
Have a high self Don't like being in the frame and don't like the conditions. People in this group want clarity. They
also have the ability to Able to multitask at the same time, prefers emailing or texting rather than talking face to
face. and the behavior of purchasing flowerscostCustomers will make their own purchasing decisions through
online media.
 41

4.6 Results of data analysis

A study of factors affecting the decision to buy flowers All data were collected and used for analysis. to
understand the same The researcher has proposed symbols and abbreviations Analyze the data as follows:

ninstead of the sample group

Xinstead of average

SDinstead of the standard deviation

part1Basic personal information of the respondents
Table 4.:1 Basic personal information of respondents Number percentage

1.1sex
(n=200)

man 90 45
female 110 55
1.2age
lower20year 6 3
21-30year 146 73
31-40year 42 21
41-50year 6 3
51years or more 0 0
1.3status
single 167 83.5
Married, have children 22 11
Married, no children 10 5
divorce 1 0.5
(Table continues)
 42

Table 4.1 (continued):Basic personal data of the respondents

Number percentage
(n=200)
1.4education level
High school/vocational vocational 6 3
Diploma/High Vocational Certificate 7 3.5
Bachelor's degree 160 80
Master's degree 26 13
Ph.D. 1 0.5
1.5occupation
civil servant / state enterprise 8 4
company employee 114 57
personal business 29 14.5
crazy dadN/Mat home 3 1.5
studentp.m. / p.m.student 30 15
Other 16 8
1.6monthly income
lower5000 baht 11 5.5
5000–10,000baht 17 8.5
10,001–20,000baht 67 33.5
20,001–30,000baht 54 27
30,001–40,000baht 23 11.5
40,000baht or more 28 14

From Table 4.1, the number and percentage of respondents found that Most of the customers are gender.
female between the ages-3021 years, equivalent to 73%, single status, bachelor's degree level
80 Most of the occupation company employee have average monthly income,001-between20,00010
baht
 43

Part 2 The behavior of buying flowers

Table 4.:2 The behavior of buying flowers Numbern=200)( percent

2.1The group of people who have a strong influence on
purchasing decisions
self 85 42.5
family 16 8
friend 20 10
boyfriend / lover 69 34.5
customer 6 3
singer/actor 2 1
Other 2 1
together 200 100

From Table 4.2, the results of the analysis of the people who had the greatest influence on the decision to
buy flowers, found that 85 people made the purchase decision by themselves, representing 42.5 percent, followed
by buying a girlfriend/lover, a plate. 69 people, accounting for 34.5%, and making decisions from friends of 20
people, accounting for 10 percent.

Table 4.:3 Behavior of buying flowers Numbern=200)( percentag

2.2Flower products that are often purchased
bunch of flowers 165 82.5
flower vase 19 9.5
flower basket 13 6.5
wreath (cross verse3.) 3 1.5
together 200 100

From Table 4.3, the results of the analysis of flower products that customers choose to buy most often find
that most of them are interested in buying products of the type. Bouquets were the most: 165 people accounted for
82.5%, followed by 19 people, accounting for 9.5% of flower vases, and 13 people were buying flower baskets, or
6.5 percent.
Table 4.:4 Behavior of buying flowers Numbern=200)( percenta
2.3The purpose of purchasing flowers
It's a gift for a special day. 147 73.2
Decoration in the office, home 18 9.1
give to customers 17 8.6
visiting patients 10 5.1
Other 8 4
together 200 100

From Table 4.4, the results of the objective analysis of flower purchases, it was found that most customers
They chose to buy as a gift on the occasion of the most special day, with 147 people representing 73.2 percent,
followed by decorations in the office.officeHouse of 18 people, or 9.1%, and bought it for 17 customers,

accounting for 8.6 percent.

Table 4.:5 behaviors of buying flowers amountN n=2(00) perce
2.4In what ways do you buy flowers most often?
Go buy it yourself at a flower shop. 139 69.5
Walk to find flower shops in department stores. 13 6.5
Call the flower shop to order. 22 11
shop throughWebsite, Facebook, Instagram 23 11.5
Other 3 1.5
together 200 100

From Table 4.5, the results of the analysis of flower purchasing methods, it was found that most of the
customers traveled to The most purchased by themselves at the flower shop, 139 people, representing 69.5 percent,
followed by purchasing throughWebsite, Facebook, Instagram23 people accounted for 11.5
percent and called the store to order. Flowers 22 people, accounting for 11 percent.
Table 4.:6 The behavior of buying flowers Numbern=200)( percenta
2.5You spend money on buying flowers.
lower500 66 33
500–1000baht 90 45
1000 –2,000baht 30 15
2,000 –3,000baht 11 5.5
3,000- 4,000baht 2 1
4.000 baht or more 1 0.5
together 200 100
From Table 4.6, the results of the analysis of the use of money and the average customer purchase of
flowers, most customers spend money on purchasing.500–1000baht, amounting to 90 people, representing
45 percent, followed by lower500of 66 people, representing 33% and1000–2,000baht, totaling 30
people, equivalent to 15%

Table 4.:7Flower buying behavior Numbern=200)( percenta

2.6How are you convenient to receive the product?
Go pick up the product yourself at the flower shop. 130 65
to the delivery staff 70 35
together 200 100

From Table 4.7, the results of the analysis of customer receipt of flower products, it was found that most
customers are convenient to pick up their products at the flower shop themselves.eof 130 people accounted for
65% and convenient for delivery staff of 70 people or 35%
 46

part3Rate the factors that influence your flower purchase.

The criteria for interpreting the mean are as follows:
Mean 4–.51.00 means there is an opinion at the level of most important to the purchase

Mean 3–.514.50 means there is an opinion at the level of It is very important to purchase. Average
2–.513.50 means that there is an opinion at the level of The average value of 1–.512.50 means that
there is an opinion at the level of The mean of 1–.001.50 means that the opinion is at the level that
does not affect the purchase decision.

Analysis of market ingredients factors affecting the decision to buy flowers by statistics, mean and
standard deviation.
Mean and standard deviation of product/service factors affecting decision making.
Table 4.:8 factors affecting the purchase of flowers

Product/Service Factors X SD level of importan

1. There is a wide variety of products to choose from. 4.51 0.66 It is very importan
2. The flowers are fresh and durable. 4.67 0.54 It is very importan
3. There are both Thai flowers and Thai flowers. 4.02 0.87 very importan
4. Call customers when arranging flowers that customers want. 4.25 0.82 very importan
finished
Provide services for customers to arrange their own flowers
5. for 4.00 1.03 very importan
Impressed with love
Take a photo and send it to the customer to check the product
6. exactly. 4.22 0.90 very importan
need before shipping
7. fast delivery service 4.48 0.78 very importan
together 4.31 0.80 very importan
 47

From Table 4.8 Mean and Standard Deviation of Factors of Goods/Brick Factors Affects the decision to buy
flowers Overall, the assessment affects the purchasing decision in
ส Very important, found that 2 items were the most important, i.e. a variety of colors to choose from, new
flowers, and durability. The effect on purchasing decisions was at a very important level, found that it was important.
There are 5 items which are imported meat and Thai flowers. There is a call to inform the customer When the flower
arrangement that the customer ordered is finished Customers arrange their own flowers. to impress your loved ones Take a
photo and send it to the customer to check the product. customer requirements before delivery and fast delivery service
Table 4.:9 factors affecting the purchase of flowers

price factor X SD level of importanc

1. The price is suitable for the product. 4.55 0.64 It is very importan
2. It is worthwhile compared to 4.48 0.66 very importan
3. Can pay by credit card 3.96 1.04 very importan
together 4.33 0.78 very importan

From Table 4.9, the mean and standard deviation of the price factors affecting the decide to buy flowers
Overall, the assessment had an effect on the purchasing decision at a high level, found that 1 item was the most
important, namely the price is suitable for the product, was at a very important level, found that 2 items were very
important. is that the price is worthwhile compared to other shops and can be paid by credit card
Table 4.10:Factors affecting the purchase of flowers

Distribution Channel Factors X SD level of impo

1.There are many product images for customers to choose from. 4.51 0.72 It is very importa
2.You can order flowers from the shop. 4.42 0.81 very important
way, such as telephoneLine Facebook Instagram
3.Convenient transportation, can travel to buy 4.38 0.85 very important
Products in the shop can be reached by BTS.
together 4.44 0.79 very important
 48

From Table 4.10, the mean and standard deviation of distribution channel factors affecting the decision to
purchase flowers. Overall, the assessment affects the purchasing decision.
ส The most important thing is that there are many product images for customers to choose from and found that 2
items are very important. You can order flowers from the shop in many ways, for
example:LinetelephoneFacebook Instagramand convenient to travel to shop at the shop by BTS Skytrain
Table 4.11:Factors affecting the purchase of flowers

Marketing Promotion Factors X SD level of importanc

1.There are promotions for the customers who recommend them. 4.33 0.76 very important
flowers next time
2.Flowers images are shared inPage facebook 4.20 0.88 very important
for customers to see the work of flower arrangements
3.Flowers are delivered from the shop to the children. 4.30 0.83 very important
Flowers for special days, birthdays such as birthdays
together 4.28 0.82 very important

From Table 4.11, the mean and standard deviation of marketing promotion factors Affects the decision to
buy flowers Overall, the assessment affects purchasing decisions at a level
ส Very important, found that all 3 items are very important. Bring friends to buy. Next, flowers images are shared
onPagefacebook Ffor customers to see the flower arrangements of the shop Flowers are delivered from the shop
to customers who buy flowers for birthdays on special days, such as anniversaries.
 49

4.7 Conclusion of the interview

From the interviews with the owners of 3 flower shops, it was concluded that in terms of accessibility shop
customersChabalagood information that if a customer came to look at the flower Whether they come to buy
or follow, we will go to talk to customers, recommend products to customers and talk well with customers,
suggesting products that should be used, what flowers are suitable for what job. The customer will listen to our
advice and will then be able to select the product. can meet the needs and suitable for the job, as for making
customers choose flowers The store should have Different in terms of types and colors of flowers that are different
from other stores, not very expensive, the price must be fresh flowers. should be of good quality In regards to the
location of the flower shop Most of the shops will focus on the surrounding area.
ส There are a lot of offices, crowded people. and have company employees Walk through the front of the plate.
Strategies for selling flowers in the shop.ArisFloristis to try to make customers satisfied and come back to buy again.
Think of new products. Always go out and find new ideas in the store. to make flowers always fresh wither before reaching
the customer The florist should change the flower water frequently, cut the branches and wash the bucket for a day to make
the flowers last longer. But if the flowers are withered, they should be thrown away and not sold to customers. Most
flowers, if soaked in the flower cooler, will last for about 2 weeks. The shop should buy flowers from Pak Khlong Talat.
Choose from several flower shops. There is not only one shop because each flower shop has different beauty. Flower
delivery should have a reliable, reliable delivery man and the placement of the goods on the car during delivery to prevent
damage while traveling.
ส for special promotions for customers. For customers who buy flowers from the shop often, there should be one
to make customers feel good. Should have some flowers for customers in return. because flowers are valuable When the
person receiving the flowers will smile and be happy, giving the shop's products an advantage over competitors flowers for
customers to like should not be overpriced, fresh flowers, taking into account the needs of flower arrangement customers
according to the budget that the customer has Sometimes putting flowers for little customers will not be beautiful. It may
add flowers to another page. It comes out beautiful and looks good, pleasing to the customer. How to deal with customers
who negotiate the price of the shop Napaporn said that the shop must inform customers that some products can be
discounted. will reduce If the loss is reduced, it cannot be reduced because our shop focuses on imported flowers, these
flowers will last. which is expensive And we can't reduce it. Most of them will ask customers if there are any How much
are you purchasing? We will arrange accordingly
 50

Customers have. The way to deal with competitors that is happening today is that the flower shop has to sell the
way up, but the quality of the flowers must remain the same. Some shops may be better at arranging flowers, but
our customer service must focus on taking care of customers. good service Even if customers buy or just flowers,
we must smile for customers. provide customer information and flower arrangements must let customers know
flowers and happy We are part of make him happy We will also be happy.
 51

4.8 Financial and Budget Plans

4.8.1 Return Analysis

Table 4.12:return analysis

Proceeds received throughout the project

year
-
0 Cash flow paid on investment date 1,165,000.00

1 cash inflow 655,336.00

2 cash inflow 702,320.49

3 cash inflow 1,165,403.83

4 cash inflow 1,786,897.30

5 cash inflow 3,586,365.50

Calculation of the net present value by the rate of 30%
present value of cash inflows ฿3,041,686.14

Subtract the present value of the cash outflows. 1,165,000.00

net present value(NPV) ฿1,876,686.14
Project rate of return 79%
 52

4.8.2 Budget

Table 4.13:cash flow budget

Estimated cash flow statement from normal circumstances
cash flow from business activities year1 year2 year3 year4 year5
operate
net profit 157,986 357,062 849,266 1,442,576 2,347,435
plus depreciation 57,000 57,000 57,000 57,000 57,000
plus cost amortization 14,000 14,000 14,000 14,000 14,000
plus interest expense - - - - -
plus accrued income tax 67,708 220,735 210,945 254,276 387,797
plus increased creditors 78,300 69,814 67,886 80,229 120,343
plus accrued dividends - 17,853 24,610 29,666 45,243
Less inventories added 18,270 16,290 15,840 18,720 28,080
Less trade accounts receivable
added - - - - -
cash from activities 94,664 720,174 1,207,867 1,859,026 2,943,737
operate
cash flow from business activities - - - - -
invest
Total fixed assets 285,000 - - - -
decoration cost 70,000 - - - -
Location deposit 60,000 - - - -
cash flow from investment 415,000 - - - -
Procurement cash flow - - - - -
Borrowing from financial
institutions - - - - -
Less loan payment - - - - -
Less interest payments on the loan - - - - -
less dividend payment - 17,853 42,463 72,129 117,372
common stock capital 1,165,000 - - - -
(Table continues
 53

Table 4.13 (continued):cash flow budget

cash flow from year1 year2 year3 year4 year5

Sesame operation activities
cash flow from 1,165,000 17,853 42,463 72,129 117,372
procurement activities
net cash 655,336 702,320 1,165,404 1,786,897 2,826,366
plus beginning cash - 655,336 1,357,656 2,523,060 4,309,958
cash at the end of the period 655,336 1,357,656 2,523,060 4,309,958 7,136,323

table.14:sales budget

list year1
quarter1 quarter2 quarter3 quarter4 together
Number of customers 5 7 8 10 30
Average price per person 500 600 700 800 800
total daily sales 2,500 4,200 5,600 8,000 20,300
Total sales per month 75,000 126,000 168,000 240,000 609,000
Total sales per quarter 225,000 378,000 504,000 720,000 1,827,000
list year2 year3 year4 year5
Number of customers per
day 12 14 16 18
Average price per person 800 1000 1,200 1,500
total daily sales 9,600 14,000 19,200 27,000
Total sales per month 288,000 420,000 576,000 810,000
Total sales per quarter 864,000 1,260,000 1,728,000 2,430,000
Total sales per year 3,456,000 5,040,000 6,912,000 9,720,000
Sales summary per year year1 year2 year3 year4 year5
total sales 1,827,000 3,456,000 5,040,000 6,912,000 9,720,000
 54

table.154:Profit and loss budget

Profit and loss statement under normal circumstances
year1 year2 year3 year4 year5
sales 1,827,000 3,456,000 5,040,000 6,912,000 9,720,000
less variable costs 953,694 1,804,032 2,630,880 3,608,064 5,073,840
excess profit 873,306 1,651,968 2,409,120 3,303,936 4,646,160
less fixed cost 1,099,000 1,141,880 1,195,882 1,243,113 1,292,682
ก Profit before operation225,694510,088 1,213,238 2,060,823 3,353,478
less interest expenses - - - - -
g profit before tax 225,694 510,088 1,213,238 2,060,823 3,353,478
tax deduction30% 67,708 153,026 363,971 618,247 1,006,044
g net profit 157,986 357,062 849,266 1,442,576 2,347,435
 55

4.8.3 Estimated retained earnings under normal

circumstancesTable 4.16:Estimated retained earnings under
normal circumstances

carry forward to balance

sheet year1 year2 year3 year4 year5
Retained earnings at the
beginning of the year - 157,986 181,223 988,026 2,358,473
plus net profit - 357,062 849,266 1,442,576 2,347,435
157,986
less dividend - 17,853 42,463 72,129 117,372
Ending retained earnings - 181,223 988,026 2,358,473 4,588,536
157,986
carry forward to the cash
flow statement
fresh
income tax - 153,026 363,971 618,247 1,006,044
67,708
accrued income tax - 220,735 210,945 254,276 387,797
more 67,708
inventories 18,270 34,560 50,400 69,120 97,200
inventories added 18,270 16,290 15,840 18,720 28,080
dividend payout - 17,853 42,463 72,129 117,372
Increased dividends - 17,853 24,610 29,666 45,243

Table 4.17:financial ratio analysis

investment financial information

net present valueNetPresent(Vaule) ฿1,876,686.14

Internal rate of returnIRR)( 79%

Payback period (years) 1.726
 56

4.9 Summary of flower shop business

Nowadays, people are interested in flower products a lot, whether it's a special day. Congratulations during
the festival homage will think of flowers as a representation of respect For example, in important festivals where
flowers are used a lot. Like Valentine's Day, flowers are in that market. no matter how expensive still not enough
to the demand for many businesses, causing the flower shop to expand rapidly 50 percent of which are located in
Bangkok and the surrounding provinces, the rest are in the provinces and many are sold online. The important
thing about opening a flower shop is the location. Must be in a crowded area such as a community center, a
shopping mall, in front of a company, or in front of a university. downtown area Near important places and
flowers should be displayed in front of the shop. Make the store eye-catching. not too smooth

Flower arrangements sell flowers and handicrafts in tandem. because the organizer will charge the same
skill half the price of flowers So the florist should study various forms of flower arrangements Before starting to
arrange flower arrangements, entrepreneurs should prepare the arrangement in advance in order to shorten the
arrangement time and should develop new products to be new all the time. Must be detailed, creative, and have
expertise in flower arrangement as well. Most importantly, a passion for work will make the business move more
efficiently. and must make a difference from their counterparts Pictures for customers to choose from will help
them decide. In the event that the customer still cannot decide whether to choose There may be inquiries for
customer needs. that the customers will use the flowers for what occasion, suggest which flowers are suitable for
what job in order to meet the customers' needs as much as possible, and delivery Flowers to those who wish to be
delivered It is a service that will impress customers. Usually most customers tend to order flowers in advance. but
there will be some customers who walk in to choose Shop and order now It may be a problem in product
management. Because if ordering flowers is not enough to meet the demand, problems arise. Some customers do
not understand that some flowers only have certain seasons. Sometimes there is no demand or high prices are not
satisfied.
 57

to manage a flower shop First of all, should manage the products in the shop first, which flowers will be a
problem in the flower stock. Because Thailand has a hot climate. As a result, Mia flowers long storage Therefore,
do not order flowers in large quantities, which will cause the flowers to burn and spoil. The average lifespan of a
flower is about a week. If not ordered in advance, it is best to buy fresh flowers and choose the ones that are still
budding. In order to last a long time, and besides, research has found that customers like to order bouquets the
most. Most of them are office workers aged between-30 years 21 will buy as a gift on special occasions Even in
this era, there will be more online stores. But customers like to go shopping by themselves at the shop. because
will get a cheaper price The freshness of the flowersDr. JaneFlowers are considered to represent feelings when we
make the recipient feel happy. will also be happy As for the price, it must be lower than competitors, whereby
customers must receive fresh flowers and at a reasonable price.

In today's era, people are increasingly interested in online shopping. therefore need to add to the part of the
จ selling flowers online from the original storefront Therefore, there are strategies and guidelines for
improvement from the same flowers to change and become more modern and bring the same flower sales
of sales in the store, combined with the addition of online flower sales to make Penetrate the target audience
clearly
Research has shown that most flower shop customers are between the ages of 21.-30 years old, who is a
Gen Y person which is a group who grew up with computers in the age of internet and modern technology Prefer
emailing or texting than talking to each other? The behavior of buying flowers was found that Customers will
make their own purchasing decisions through online media.

Some people may think that the flower shop business is unlikely to be very profitable because people come
in to buy in one day. just a few people But if you overlook the rhythm A festival where a large number of people
enter the store Especially on Valentine's Day, the profits during the festive season are high enough to make the
shop profitable enough to last the whole year. The flower shop business is therefore a business worth investing in.
because flowers are in constant demand infinite We still have to meet birthday parties. Product launches,
graduations, proposals, weddings and funerals
 58

A culture of using flowers as a symbol of feelings instead of respect will certainly continue to do business.
 59

bibliography

Korawat Tangjaru. (2009). The study of personal qualities of service users. on behavior and levels Satisfaction in
using the service in the Suan Lum Night Bazaar beer garden. Independent research degree.
master,Bangkok University.
Kowit Wongsurawat.(2013). Jane Y(Gen Y)What is.Retrieved from
http://guru.sanook.com/8850/
Albert Humphrey's Ultimate TechniqueSWOTAnalysis. (M.P.A.). Retrieved from
http://siammetalliczone.com
Niwet Thamma, Chayanan Tiyatrakanchai and Chusak WirotjanaphongBCGModel.(2013).Search.
fromhttp://mba.sorrawut.com/wiki/BCG_Model
cutlery wreath.(M.P.A.). Investigatesearch from
http://www.missflower2u.com/13932385/wreath-beautiful-Demi-benefit
tree wreath(M.P.A.). Retrieved from
http://www.cflowershops.com/index.php?lay=show&ac=article&Id=539114098
&Ntype=11
fan wreath.(M.P.A.). Investigatesearch fromhttp://www.patummaswreath.com/product
Sap-N flower shopmap.(M.P.A.) Retrieved from
https://www.google.co.th/maps/place/property-ligament
Chaichet Sopimpa. (2015).Marketing Mix : 4Ps What is.Retrieved from
http://thbusinessinfo.blogspot.com/2015/02/marketing-mix-4ps.html
Infogination Co.,Ltd.(2015).5 Forces ModelMarketing Environment Analysis Tool.
Retrieved fromhttp://incquity.com/articles/5-forces-model
 60

Appendix
 61

Questionnaire on the behavior of purchasing flowers in various occasions

The questionnaire is part of an independent study. Master of Business Administration Program Faculty
business administration
Small and Medium Business Bangkok University
ค Clarification:: This questionnaire consists of3Section as follows: Section1The personal fundamentals of

the respondents, the part2The behavior of buying flowers, part3Factors in buying flowers
Part 1 The personal fundamentals of the respondents
1. Sex
the
man
the
female
2. Age
the
less than 20 years
the
21-30 years
 30-40 years

 40-50 years

 over 50 years old

3. Image Status

 single

 Married, have children

 62

 Married, no children

 don't be abandoned

4. Education level

 High school/vocational vocational

 Diploma/High Vocational Certificate

the
Bachelor's degree
the
Master's degree
the
Ph.D.
5. occupation
the
vassalthe /rstate enterprise
the
company employee
the
personal business

 Butler/ Housekeeper
 student/student

 other.................................

6. monthly income

 lower5000baht

 5000–10,000baht

 10,001–20,000baht
 63

 20,001–30,000baht

 30,001–40,000baht

 40,000baht or more

Part 2 The behavior of buying flowers

1.Groups of people that influence purchasing decisions
 self
the
family
the
friend
the
boyfriend / lover
the the
customer singer/actor
the
other...................

2. Most frequently purchased flower products (choose 1 item)

 bunch of flowers

 flower vase

 flower basket

 Wreath (Skip No. 3.)

3. The purpose of purchasing flowers

 It's a gift for a special day.
 64

 Decoration in the office, home

 give to customers

 visiting patients

 other...................

4.In what ways do you buy flowers most often?

 Go buy it yourself at a flower shop.

 Walk to find flower shops in department stores.

 Call the flower shop to order.
the
shop throughWebsite(Facebook,Instagram)
5. How much money do you spend on buying flowers on average each time?
the
lower500
the
500 – 1,000baht
 1,000–2,000baht

 2,000–3,000baht
the
3,000- 4,000baht
the
4.000baht or more
6. How are you convenient to receive the products?
 Go pick up the product yourself at the flower shop.
 to the delivery staff
Part 3 gives you a rating on the factors in your flower purchase.
ส most important to the purchase=5score
ส very important= 4score
ส medium= 3score
 65

ส less important=2The score does not affect the purchase decision.=1score

most a lot moderate little at least
Product/Service Factors
There is a wide variety of products to choose from.
color
flowers are fresh
There are both imported flowers and
Thai flower
Call the customer when the arrangement is made.
that the customer completes the order
already
There is a service for customers to arrange
for the people you love
impression
Take a photo and send it to the customer
to meet the needs
before delivery
fast delivery service
price factor
The price is suitable for the product.
worthwhile when
compared to other stores
can also pay
credit
 66

Distribution Channel Factors

Have a picture of the product for your child.
Choose from multiple formats
can order flowers
The store has many channels.
such as telephone, line, face
Instagram
easy to travel, can
travel to buy goods
Shop by trainBTS
Marketing Promotion Factors
There is a promotion for customers
recommend friends to buy flowers
next time
Flower photos are shared
Facebook page for children
The work of flower arrangements
at the shop
Flowers are delivered from
The shop goes to customers who buy.
on special days such as
birth anniversary

proposala 1. .. .................................................. .................................................. ....

2. .. .................................................. .................................................. ....

 67

The interview form is part of an independent study. Master of Business Administration Program Faculty of
Business Administration, Department of Small and Medium Business Bangkok University
ค Clarification:: This interview form consists of2Section as follows: Section1Basic information of the
respondents, part 2, interview questions.
part1Basic information of the interviewees
name
sex
age
business name
study
Work history
part2interview questions
1. What channels do you have to reach customers?
2. How do you get customers to buy flowers from the shop?
3. Do you think the location of your flower shop is appropriate? meet your needs
or not
4. What strategies do you have in planning your sales?
5. How do you keep the flowers fresh? not wither before reaching the customer
6. Do you have a way to buy flowers for a friend? How to sell in the shop, which source to buy from?
7. How do you provide flower delivery service? In order to prevent damage that occurs during
8. How often do you have special promotions for customers? If so, what are the promotions?
9. How do you think the products of the shop are advantageous to the competitors?
10. How do you deal with bargaining customers?
11. How do you deal with today's competitors? Because nowadays there are flower shops all the time.
 68

Shop No. 1
business nameChabala

part1Basic information of the interviewees

name Mrs. Namphung Briones
sex female
age 40
study Secondary school year 3
Work history Before going to open a flower shop have sold food before and had an adult persuade
to open a flower shop for a period of 3 years

part2interview questions
1.What channels do you have to reach customers?
If a customer comes to look at the flowers We will talk to customers, recommend products to customers
and to customers, suggest products that should be used, what flowers are suitable for what job. Customers will
listen to our advice and will be able to choose products that meet their needs and are suitable for the job.

2. How do you get customers to buy flowers from the shop? Should communicate well to welcome customers. Always think of you as
a customer As for the product, it should be
Customers are satisfied with products and services.

3. Do you think the location of your flower shop is appropriate? meet your needs or not

meet the requirements Because around the shop there are many offices and employees of various
companies. Walked past a lot of shops. If moving outside, it wouldn't sell well. The shop is here
 69

4. What strategies do you have in planning your sales?

This store was not planned. But really, and it depends on the economy that during that period, for example,
now there is an event that affects the minds of Thai people. will have to accept the condition according to the
situation No matter when it sells well, we can live. When is it not selling well? must accept because I understand
that sometimes customers will Floral items are luxuries. not a factor of four Maybe people will have to cut out
what is not needed.

5. How do you keep the flowers fresh? not wither before reaching the customer
Flower water should be changed frequently, cut branches and rinse the bucket. Make flowers every day to
make them bloom. If the flowers wither, thenwill leadLeave it and don't sell it to customers. Most of them will stay

in the refrigerator for about 2 weeks.

6. Do you have a way to buy flowers for a friend? How are they sold in the store? Buy from any source Buy flowers from Pak Khlong
Talat, there will be a regular shop that orders often. Sometimes if you have time
Choose yourself at Pak Khlong Talat because the product is freshbeautifulbut if sometimes you have to give
Flowers were delivered because there was no one watching at the shop.

7. How do you provide flower delivery service? In order to prevent damage that occurs during the arrangement delivery service
available It will be a reliable and reliable regular motorcycle. and know the arrangement
goods on the vehicle during delivery to avoid damage

8. How often do you have special promotions for customers? If so, what are the promotions?
ส for customers who buy flowers from the shop often will have flowers to make customers feel Come back
to buy flowers from our shop again. Sometimes it may be necessary to please some customers. Because customers often
patronize our flowers, we should have some flowers for our customers in return. Because flowers have sentimental value.
The person receiving the flowers will smile and be happy.
 70

9. How do you think the products of the shop are advantageous to the competitors? It doesn't have a significant advantage over other
stores. but the shop will make products for you
At one level, I don't think I'm losing to other stores. And not selling at a price that is more expensive than other
shops. The flowers of the way also make customers fit the price, including taking into account the needs of
customers. will give flowers according to the budget but there are times Putting flowers for less customers will not
be beautiful. It may add more flowers. Because I want you to look good and like customers.

10. How do you deal with bargaining customers? Must inform customers that some flowers are expensive. can't reduce it much but may be given

Some because sometimes the items that we order are used for investment.a lotThe mold must be frankly said that
if you reduce it so much that Loss can not be made, is to tell the customer directly. Because the set price is already
standard, not too expensive.

11. How do you deal with today's competitors? because at present there is a flower shop

all the time There will be a Facebook page of the shop and will have to make the quality of flowers remain
the same in some shops.

Maybe flower arrangements are better. But the customer service of our shop will focus on paying attention. Good
service, even if you want to buy or just come and see the flowers We have to smile for customers. provide
customer information and flower arrangements Customers feel that they have received flowers and are happy. We
are part of to make him happy, we will
 71

Shop 2
business nameAris Florist

part1Basic information of the interviewees

name Mr. Kanitha Sawekphan
sex female
age 50
study high school
Work history: I used to be an employee at another flower shop before I opened a flower shop in Thailand.
mall

partQ2 interview questions

1. What channels do you have to reach customers?
The shop is sold through the store only. because the legs in the mall where people walk
It was crowded and it continued to sell.

2. How do you get customers to buy flowers from the shop? It is different from other shops in that the flowers are
not very affordable. Fresh flowers are of good quality.
Customer care, good mannerscustomer friendlyThere are instructions on how to care for the flowers. how to
preserve flowers that flower water should be changed every 3 days

3. Do you think the location of your flower shop is appropriate? meet your needs or not

suitable place There are a lot of people walking through the front of the shop. It is convenient to buy
flowers for customers.
 72

4. What is your sales planning strategy?

Try to satisfy customers and come back to buy again. Always think of new products to come into the store.

5. How do you keep the flowers fresh? not wither before reaching the customer When storing flowers in the closet,
change the water for 3 days because it will keep the flowers fresh and last longer.
Usually it is about 1 week old. If born 1 week will begin to wilt. We will not use it in our shop.

6. Do you have a way to buy flowers for a friend? How are they sold in the store? Buy from any source buy
flowers from Pak Khlong Talat Choose from several flower shops. There is not a single shop because of flowers.
Each shop has different beauty.

7. How do you provide flower delivery service? In order to prevent damage that occurs during the arrangement
delivery service available It will be a reliable motorcycle win. The box is packed to avoid any inconvenience.

8. How often do you have special promotions for customers, if any?What promotions are there?
ส For discounts for regular customers, there are no special promotions. Most of them will be provided to
the desired budget by asking the customer how much budget they have.Ru Suwill arrange flowers for customers according
to the budget
need

9. How do you think the products of the shop are advantageous to the competitors? It has the advantage of being
in a department store. The point where the shop is located is in a crowded area.
prominent

10. How do you deal with bargaining customers?

We are not serious If any product can be discounted, it will be reduced. If you can't reduce it, you have to
inform the customer. have to tell traffic
Customers say the cost is expensive If most of them are bargaining, they can be reduced a little bit.
 73

11. How do you deal with today's competitors? Because nowadays there are flower shops all the time.

retain existing customers as many customers as possible Good service to new customers
 74

shop at3
Business name Napaporn Frost

part1Basic information of the interviewees

name Mr. Manasan Methaphusitanan
sex female
age 60
study Grade 4
Work history Previously, she opened a restaurant and recently came to work as a flower shop
after her sister. at
10 years

partQ2 interview questions

1. What channels do you have to reach customers?
There is only one storefront There are usually regular customers. already ordered flowers

2. How do you get customers to buy flowers from the shop?

There are many types of flowers, including vases, baskets, wreaths, and flower arrangements that focus on
tight flowers.
then it will look beautiful

3. Do you think the location of your flower shop is appropriate? meet your needs or not

Appropriate because the shop has been opened here for more than 10 years and has always been selling
well. didn't move anywhere

4. What strategies do you have in planning your sales?

not planned Depends on occasion and festival There will be a period that can be sold and sell very well. For
example, wreaths will be sold to major companies. And there is a vase to visit patients from the hospital near the
shop.
 75

5. How do you keep the flowers fresh? Not withered before reaching the customer. Put in the refrigerator for for
infusion of flowers Maintain the temperature of the flowers at all times so they will last a long time.

6. Do you have a way to buy flowers for a friend? How are they sold in the store? Buy from any source go buy it
yourself There are both from Chao Pracha. at Pak Khlong Talat and from buying by yourself from various stores
general

7. How do you provide flower delivery service? In order to prevent damage that occurs during the arrangement
Most of the shop will deliver to customers on a regular basis.
Give and rarely have customers come to pick them up at the shop.

8. How often do you have special promotions for customers, if any?What promotions are there?There are no
special promotions. Because the shop doesn't sell expensive flowers anyway, most of them will focus on
add flowers to customers Actually, the price depends on the customer to order.

9. How do you think the products of the shop are advantageous to the competitors?
In fact, who is the customer? We keep selling in our own way, not competing with anyone. Customers
like to tell each other

10. How do you deal with bargaining customers? If something can be reduced, it will be reduced. If you reduce
until you lose, you can't reduce it. because our shop focuses on flowers
น imported because these flowers will endure which was already expensive And we can't reduce it. How much are
you purchasing? We will arrange according to the budget that the customer has.
 76

11. How do you deal with today's competitors? Because nowadays there are flower shops all the time.

We think that if it is a new store, it will be difficult because now there are many shops. And most people
will buy regularly, one-time customers will come to buy some, but there are few.
 77

author bio

name-surname Kanjawan Hemhongsa

Email kanjawan.aom@hotmail.com

educational record Secondary School, Srivikorn School

Bachelor's degree, Faculty of Communication Arts radio and television

broadcasting branch Bangkok University
Work experience BEC Company-Tero Radio Co., Ltd.