หน่วยที่ 9 การ ... - humaneco.stou.ac.th

1 9.. (Gastronomy) Le Cordon Blue and Adelaide University, Australia . 9. 9-2 .. 9 .. 1.. 2.. 3.. 9 .. 1.. 2.. 3.. 9-3.. 1. 9.. 2.. 3.. 4.. 5. 9.. 1.. 2.. 3.. 1.. 2.. 3.. 9 .. 9-4 .. 1.. 2.. 3.. 9-5.. 1.. 2.. 3.. 4.. 5.. 6.. 9-6 .. (restaurant) .. 2525 .. restaurant (restorer of energy) . 1700 ( .. 2243) .. 3 .. 1.. 4 .. (fine dining) .. (casual dining) .. (fast dining) .. (kisok) .. 5 .. 2 .. 9-7.. 1-2 .. 2.. 4 .. (fine dining) .. (service charge).. 10 .. (stand-alone) .. (casual dining) .. 9-8 .. (cafe) .. (quick service fast casual restaurant).

2 (mobile restaurant) .. (food truck) .. pop-up restaurant .. 1 1 .. 9-9.. A+ .. B+ .. B-C .. B C .. 3.. 5 .. (ethnic cuisine) .. (specialty food) .. (molecular gastronomy).. 4.. 9-10 .. 1.. 2.. 1. 4 .. 9-11.. 2.. 1.. (executive summary) .. 9-12 .. 2.. (mission) .. (vision) . ( 3-10 ) .. 3 .. 3.. 4.. (Philip Kotler) .. (marketing mix) 7Ps . (product) .. 2 .. (price) .. 9-13.. (place) .. (promotion) .. (people) .. (physical evidence and presentation).. (process) .. 5.. 9-14 .. 6.. 7.. 4 .. 1) .. 2) .. 3) . 4) .. 5) .. 6).

3 7) .. 8) .. 9) . 10) .. 11) .. 12) . 9-15.. 13) .. 14) .. 10,000,000.. 20 (ROI = 20 ) .. 2,000,000 .. = .. = 10,000,000 = 5.. 2,000,000.. 5 .. = .. = 10,000,000.. = 10,000,000 = 2,857, .. 2,857, 28 .. 9-16 .. 1) (average guest check) .. 2) .. 3) . 4) .. = .. = 200 .. = 80 .. = 365 .. 2 .. = 200 80 365 2 = 11,680,000 973,334 .. (profit margin) .. 20 194,667 . 2 .. 9-17.. ( ) . 340,000.. 123,000.. 5,000.. 3,000. 200,500.. 20,500.. 10,000.. 4,000.. 2,500.. 1,200.. 2,300. - 50,000.. 3,200.. 8,400. 15,000.. 6,500.. - 4,500.

4 12,000.. 5,400. - 3,000.. - 23,000. - 33,000.. - 3,200.. 879,200. 9-18 .. 879,200 879,200.. 8.. 3-5 .. 2 3 5 1 5 .. 9.. (SWOT analysis) SWOT.. 4 . S: Strength .. W: Weakness .. O: Opportunities . T: Threats .. 10.. (feasibility study) .. SWOT . SWOT. 9-19.. 1.. 2.. 3.. 1.. 2. 7P's .. 2 .. 60 .. 10 . 4 3 .. 9-20 .. 3.. SWOT.. 1.. 2 .. 50 .. 2 . 9-21.. 2.. 94 .. 90 1,200,000 .. 30.. ( .. 50 .. 51) .. 52 .. 1,200,000 .. 30. 1,800,000 .. ( .. ) .. 01 .. 3.. 2 .. 2 .. 2 1) .. ( ) 2) .. ( . ). 9-22 .. 4.. 15 .. 5.. 10,000.

5 2545 .. 2535 .. ( . ) .. 1) 200 .. 1,000 .. 2) 200 .. 3,000 .. 3) .. - ( ). - ( ).. - ( .. ). - ( ). 9-23.. 4) 6 .. 10,000 .. 5) .. 3 5,000 .. 6) . 500 .. ( ).. ( ..1) . ( .5) .. 1) ..10.. 2) ..11.. 3) ..12.. ( .2) .. 7 .. 15 . 30 .. 9-24 .. 15 .. 2547.. 15 .. - .. - .. - .. 20.. 3 .. 1.. 2.. 9-25.. 1.. 2.. 9-26 .. 1.. 2.. 3.. 1.. 2.. 3.. 4.. 9-27.. 1.. 2 .. 2.. 2 . (subjective pricing approaches) (objective pricing approaches). 9-28 .. 3 .. 40 40 .. (food cost percentage) . 18 28 .. 100%.. = .. 12 50 .. 100%. = .. = 12 100% = 24%.

6 50. 9-29.. = - ( + ).. 2 (fixed cost) ( variable . cost). - .. - .. 2,000 1,000 .. 3,000 3,000 .. 3,000 5,000 2,000 .. 80 365 .. 2 . 9-30 .. ( ).. 200,500.. 20,500.. 10,000.. 4,000.. 2,500. 1,200.. 2,300.. - 50,000.. 3,200.. 8,400. 15,000.. 6,500.. - 4,500.. 12,000.. 5,400. - 3,000.. - 23,000.. - 33,000.. - + 3,200.. 408,200.. 1) = 408,200 12 = 4,898,400 .. 2) 80 . 365 2 .. 80 365 2 = 58,400 58,400 . 3) = 4,898,400/58,400 = 84 . 9-31.. 4) .. ( ).. 3,000.. 340,000.. 123,000.. 5,000.. 471,000.. = 471,000 12 = 5,652,000.

7 = 5,652,000/58,400 = 96 . = 84 + 96 = 180 .. 6) 30 10,550,400 .. 30 3,165,120 3,165,120/58,400 = .. 55 .. 7) 180 . 55 235 .. 3.. (menu engineering) .. 9-32 .. (contribution margins) .. 200 80 .. 100 20 . 20 40 .. 120.. 80 .. A .. B .. C = (B/N) 100 ( ). D ( ) .. E .. F E D. G D B.. H E B.. L H G. N .. M .. I .. O .. Q (100%/ ) .. 70%. P C .. Q C Q C Q .. R F O .. F O C Q . 9-33.. 9-34 .. 1.. 2.. 1.. 2. 2 .. 1.. 3 .. 9-35.. 2.. 1) .. 2) .. 9-36 .. 3) .. 4) .. 5) . 6) .. 7) .. 8) .. 1) . 2) .. 3) . 4) .. 5) .. 6) .. 7).

8 8) .. 9) . 10) .. / .. 9-37.. 1) .. 2) .. 3) . 4) .. 5) .. 6) .. 7) .. 8) .. 9) . 10) .. 11) .. 12) .. 1) .. 2) .. 3) .. 4) .. 5) .. 6) . 7) .. 8) .. 9) .. 9-38 .. 1) . 2) .. 3) .. 4) .. 5) . 6) .. 7) .. 1) . 2) .. 3) .. 4) .. 3.. (service mind) . 9-39.. S = Smile .. E = Enthusiasm .. R = Responsiveness .. V = Value .. I = Impression . C = Courtesy .. E = Endurance .. M = Make Believe .. I = Insist . N = Necessitate .. D = Devote .. 9-40 .. 9-41.. 1.. 2.. 4 . 9-42 .. 5.. 1) .. 2) .. 3) .. 4) .. 3.. 18 28 .. 12 18 . 30 40.

9 9-43.. 7 .. ( ) 10 .. point of sale POS .. (real time) .. 2 3 .. 250 . 400 300 . 9-44 .. 100 120 20 .. 1.. 2.. 3.. 1.. 9-45.. 2. 3 .. 3. 4 .. 9-46 .. 1.. 2.. SWOT. 3.. 1.. 2.. 3.. 4.. 9-47.. 1.. (market segmentation) .. (segmentation)/ (targeting)/ (product positioning).. 1) .. 2) .. 3) .. 4) .. 25-40 .. 2 . 9-48 .. 2.. 7-10 .. 200 .. 9-49.. (blog) .. 1 .. 2 (search engine mar- . keting) Google Yahoo! 2 .. 1) Pay Per Click (PPC) .. (keyword) PPC . 9-50 .. (search engine) .. CPC (cost per click) .. search engine . PPC 2.

10 Google AdWords Yahoo! sponsored search . 2) Search Engine Optimization (SEO) .. ( ) Google .. 3 (online media planning and buying) .. 10 .. 4 (content marketing) .. 5 (social media marketing) .. Facebook, Twitter, Instagram, Google Plus, . Foursquare .. 9-51.. 1.. 2.. 1.. 2.. 1 .. 2 . 3 .. 4 .. 5 Facebook, Twitter , Instagram, Google Plus, Foursquare .. (SWOT analysis) .. 4 .. 9-52 .. 1.. - .. - .. - .. 2.. - .. - . 9-53.. - .. - .. /.. 3.. - .. - .. - .. 4.. (Free Trade Agreement: FTA) .. 9-54.