Production and Operation Analysis

There are two kinds of product of Smile Book Center. That is books and stationery. The core product of our book store is books. We provide a lot of kinds of books for the customer including textbook and general book. And the supporting product is stationery. Our target group is students in Mae Fah Luang University. So, we provide the products that suitable for the students and also other kind of customer same. In our book store we divided two floors;

In the 2st floor, our product is text book, handbook, dictionary and other that related with studying.

The textbook is covering all of knowledge for students in every major in Mae Fah Luang University. The textbook have both Thai and English Language. For example;

School of law

Law books are very important for students who study in school of law because all of them must read too much books. They must understand and remember the knowledge in books.

They don’t have laboratory same other school. So, more read books, more get the knowledge.

We provided a lot of books that concern about law. And it’s covering every subject in school of law such as business law, the criminal code, and introduction to legal.

School of management

Management students must use a lot of books for learning in class. They read books for add more knowledge from their class because in class don’t have enough time to learn all of things. There are many things in books that they must know. We provided a lot of books for every major in school of management such as books that concern about business administration, tourism management, hospitality industry management, economic, accounting, and aviation business management.

School of liberal arts

Every major in school of liberal arts must use books for studying. The books that our book store provided are about English, Chinese, and teaching Chinese. The most of them is about grammar including reading, writing, listening, and speaking. We provide all of kinds of books for them and also dictionary.

School of science

There are two kinds of books that concern about school of science. That is biological and chemical. The most of books is concern about theory. We are providing books for both of majors and every subject for responding need of students.

School of health science

The books in school of health science are concern about public health, physical therapy, and applied Thai traditional medicine. We provided the books in general and specific for every student in school of health science.

School of cosmetic science

Cosmetic science books are providing in our book store. In general book store don’t have too much about cosmetic books but our book store have for students. Students can use books in class or practiced studying.

School of information technology

Although, the most of students in school of information technology study in laboratory but they must use books for knowing the theory same. Some laboratory must look inside the books and use books for practice. So, our book store provided a lot of kinds of books that concern about computer engineering, management information technology, information communication engineering, software engineering, and multimedia technology animation.

School of agro industry

We provided the books that concern about agriculture for students in Mae Fah Luang University. The most of books concern with postharvest and packaging technology and food technology. It prepares for students in school of agro industry.

School of Nursing

School of nursing must use a lot of books for students. Students must understand and remember knowledge that concern with the subjects. So, we provided books for them to learn and study by themselves.

In the 1nd Floor, we divided to eight zones;

The first zone; Comic book, we are provide book in form of comic which this book is the easy reading type. There are character for explanation or description and have a lot of picture to increase amusement. For example;

The second zone; Magazine, we are provide on weekly, fortnightly, monthly magazine For example;

The third zone; General book, we are concern to 10 type of books. We are provide on about travel, computer & technology, health & beauty, Food & Beverage, Science, Art, Foreigner language, Parent & child, Home & garden and religion. For example;

The fourth zone; Novel, we are provide variety of novel to appropriate with each age such child, teenage, working, or elder. For example;

The fifth zone; Newspaper, we are provide newspaper on daily, weekly, fortnightly.

For example;

The sixth zone; Book & CD, Book & CD is the book that has CD to support the knowledge.

Such as teaching guitar player book and has CD to support, practice typing skills book has CD program for practice, book and CD teach make up. For example;

The seventh zone; Stationery; we are provide variety of stationery to customer. For example;

The eighth zone; Technology equipment, we are provide some equipment to support computer working. For example;

4.1.2 Service Process

The process of Smile Book Center is the same other book store. That are;

1) Smile Book Center prepares everything good for welcome customers.

2) When staffs see customers come to our shop, they will be welcome customers and have service mind. They will have small talk for friendly and make good relationship with customers.

3) Customers walk around for select some book.

4) When customers have some question about books they can ask staffs that attend for answer and have information for books.

5) When customers can select some book, they will go to counter for pay money for book.

4.1.3 Location

Smile Book Center is located in front of Mae Fah Luang University. It’s close the Phaholyothin Road. Our book store has 3 blogs with three floor but we sell book only two floor.

4.1.4 Facility Layout

Our shop is commercial building; there are three floors and tree rows, but we are provided to customer only two floors. Which in each area separate following type of books. In the second floor has an area less than the first floor because of the model of building.

The first floor

Zone one Zone two

Zone three Zone four

Zone five Zone six

Zone seven Zone eight

Specials zone : suggestion new book

Counter services

Counter set to service customer, so a lot of equipments will stay at hear. There are computer, Cash register, fax, printer, telephone, chair and stationery and this area is the area that sent signal of Wireless also.

The second floor

4.1.5 Machine/Tools/Equipment

 Land and building

Item Picture Overview Price per

unit

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 Book Zone

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unit

Item Picture Overview Price per unit (Baht)

Unit Total (Baht)

Conven-tional shelves

• Size 55*50*155

• 5 Floor

• 4 side

3,290 3 9,870

Aluminum ladder

Sanki • Tray device 6 feet

• Maximum high 177.6 cm (KSS furniture, 2010)

1,400 1 1,400

Total 186,770

 Office facilities

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unit

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Unit Total (Baht)

Fax Panasonic KX-FT933CX • Automatic paper cutter

Item Picture Overview Price per

Telephone Panasonic KX-TS520MXW • Connector DATA PORT

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Because our book shop location in Chiang Rai province makes the logistic is important.

We are using process to receive and allowance goods by transportations. Smile book center order books by fax and receive book that order by logispost. In post, that is the best way of our shop to order book from publisher. Because by logispost have an on time following limit of time. And some time we go to book fair in time that have exhibition to sales books in down price.

Moreover we are using post in sent give for customer too. On publishing cannot stay only big city, but they are spread around any country. Which we are must different the price to transport also.

The step of logistics in our shop as follow;

1. The first start forms our shop order books to publisher by send bill or contact with telephone and fax also.

2. The second publisher sent product past logispost, then logispost sent product to our shop 3. The third customer order book parts our shop and shop do process like step one. After

that sent product to customer.

Or about rate, the fee of rate it depend on weigh, the far of distant and the quickly of time of logispost send product. Because of the long distant cost to send to long destination so high follow fuel in carrying. The high weigh of carry make fuel it over quick also. Moreover if the product quick to sending to shop, our shop will must increase money to pay cost of thing things.

Normally our shop receive product from publishers that stay in center of Thailand make the cost of each logispost it is between two hundred to three hundred- fifty baht per each and so when weight more than fifty kilogram, we must more pay money. And the limit weigh that logistpost are two hundred kilogram. (Thailand post, 2010)

4.1.7 Facility Management

Smile book center prepare many facility for own, staff and customer. For every people happy when stay in shop. The good facility can effect to decision of people. If place that stay doesn’t happy, it will make nobody want to come and working. The facility of our shop prepare are electricity to enough for everybody, because light is important to do anything. There are preparing water for using, broadband router wireless for sharing internet signal, CCTV for safety life, telephone for contact with publishing and customer.

 Electricity

We are using in TOU 1 (electricity of small business type) in electricity system which demand the highest average of 15 minutes less than 30 kW By connecting through a single electric meter. And we can pay electricity bill by deducted money from the bank. (Metropolitan Electricity Authority, 2011)

 Water

We are using in type 2 of water system (Commerce, Government Agency, State enterprise and Industry). We can pay electricity bill by deducted money from

the bank same electricity. (Metropolitan Waterwork Authority, 2007)

 Broadband router wireless

We install broadband router wireless for sharing internet signal for every people can connecting that. In globalization internet is important in daily life we are provide convenience to customer.

 CCTV

Install CCTV for safety life of customer and shop too. There are 4 cameras for lookout all around shop for following crime or the thing that abnormal.

 Telephone

Connecting telephone line with TOT operation for connect publishing and customer. When pay bill, we pay by counter services.