9/17/2015Dr.Siriraks Khawchaimaha, CPA Thailand, DBA, ICSM The Strategic Sport Business Model :...

04/19/2304/19/23 Dr.Siriraks Khawchaimaha, CPA Thailand, Dr.Siriraks Khawchaimaha, CPA Thailand, DBA, ICSM DBA, ICSM

The Strategic Sport Business Model : The Strategic Sport Business Model : After the Nations Sports EventAfter the Nations Sports Event

______________________________________________________

Dr.Siriraks KHAWCHAIMAHADr.Siriraks KHAWCHAIMAHABBA, HA, MBA, CPA ThailandBBA, HA, MBA, CPA Thailand

Doctor in Business and AdministrationDoctor in Business and Administration, UniSA, Australia, UniSA, AustraliaInternational Cert. in Sport ManagementInternational Cert. in Sport Management, USSA, LA, USA, USSA, LA, USACert. Hospitality Management for ExecutiveCert. Hospitality Management for Executive, HU, IL, USA, HU, IL, USACert. Edu. Development for ExecutiveCert. Edu. Development for Executive, INSEAD, France, INSEAD, France

Sports Authority of Thailand Sports Authority of Thailand (SAT)(SAT)

Government bodyGovernment body

Ministry of Tourism and SportsMinistry of Tourism and Sports– Tourism (Tourism Authority of Thailand)Tourism (Tourism Authority of Thailand)– Sports (Sports Authority of Thailand)Sports (Sports Authority of Thailand)


Sports Authority of Thailand Sports Authority of Thailand


Mission

1. Sport Heroes

2. Sport Professional

3. PublicServices

Health Promotion

CommunityServices

WORLDOLYMPIC Games

CONTINENTALASIAN Games

REGIONSEA Games Sport for All

Province( M. Baht)

InvestmentBudget

OperatingBudget

1. Bangkok 3,000 1402. Pattaya 3,500 1403. Chiang Mai 4,000 1404. Nakornsrithammaraj 4,500 1405. Nakornrajsima 5,000 160

Total 20,000M 700M


1

2

5

3

4

5-National Stadiums5-National Stadiums

Region 3 – National StadiumNakornrajsima


Objectives and Why Objectives and Why Nakornrajsima ? Nakornrajsima ?

To Provide all sport-related and RecreationTo Provide all sport-related and Recreation To most populations of Thailand To most populations of Thailand

WHERE the Northeastern has the largest WHERE the Northeastern has the largest populations populations


Geographic Geographic

Nakornrajsima ; Nakornrajsima ;

LocationLocation : the outpost province to the Northeast : the outpost province to the Northeast with a prime land of plateau and mountainwith a prime land of plateau and mountain

Climate and EnvironmentClimate and Environment : comfortable : comfortable weather , clean and fresh air/environment weather , clean and fresh air/environment

The World’s HeritageThe World’s Heritage : Kao Yai Mountain : Kao Yai Mountain

The ISAAN CultureThe ISAAN Culture : the uniqueness of the : the uniqueness of the NortheasternNortheastern


MAP to HMK StadiumMAP to HMK Stadium


DemographicsDemographicsRanking Population in Center of Town and SuburbRanking Population in Center of Town and Suburb

Central Area and Central Area and SuburbSuburb

ProvinceProvince PopulationsPopulations

11 BangkokBangkok 6,121,6726,121,672

22 NonthaburiNonthaburi 266,941266,941

33 PakkredPakkred 167,138167,138

44 Haadyai/SongklaHaadyai/Songkla 157,678157,678

55 ChiangmaiChiangmai 150,805150,805

66 NakornratchasimaNakornratchasima 149,938149,938

77 UdornthaniUdornthani 142,670142,670

88 SurattaniSurattani 124,665124,665

99 Khon KaenKhon Kaen 121,283121,283

1010 NakornsrithammaratNakornsrithammarat 106,293106,293Source : The Ministry of Public Affairs, October 2006


DemographicsDemographicsRanking Provincial Population Ranking Provincial Population

Central Area and Central Area and SuburbSuburb

Provincial PopulationProvincial Population PopulationsPopulations

11 BangkokBangkok 6,121,6726,121,672

22 NakornratchasimaNakornratchasima 2,546,7632,546,763

33 Ubon RatchathaniUbon Ratchathani 1,774,8081,774,808

44 Khon KaenKhon Kaen 1,747,5421,747,542

55 Chiang MaiChiang Mai 1,650,0091,650,009

66 BurirumBurirum 1,531,4301,531,430

77 UdornthaniUdornthani 1,523,8021,523,802

88 NakornsrithammaratNakornsrithammarat 1,504,4201,504,420

99 SrisaketSrisaket 1,443,9751,443,975

1010 SurinSurin 1,374,7001,374,700Source : The Ministry of Public Affairs, October 2006


BackgroundBackground

His Majesty The King’s 80His Majesty The King’s 80thth Birthday Birthday Anniversary Stadium (5Anniversary Stadium (5thth December 2007) December 2007)

HMK StadiumHMK Stadium


The Great King and The Great SportsmanThe Great King and The Great Sportsman

His Majesty the King as known “ The Father of Thai Sports” His Majesty the King as known “ The Father of Thai Sports” had won the gold medal in the SEAP gameshad won the gold medal in the SEAP games

In 2006, all the Thais praise HMK’s renowned abilities and In 2006, all the Thais praise HMK’s renowned abilities and celebrate the 60celebrate the 60thth anniversary of his accession to the anniversary of his accession to the ThroneThrone

In 2007, the HMK’s 80In 2007, the HMK’s 80thth birthday anniversary and the SEA birthday anniversary and the SEA GamesGames

The government and The Sport Authority of Thailand agree The government and The Sport Authority of Thailand agree to construct the stadium to support the SEA Games to construct the stadium to support the SEA Games competitionscompetitions

Named “ The His Majesty the King’s 80Named “ The His Majesty the King’s 80thth Anniversary Anniversary Stadium (5Stadium (5thth December 2007)” December 2007)”


HMK StadiumHMK Stadium

Located : Rajsima-Paktongchai road Pru Yai sub district Mueng district Nakornrajsima 30000

Finding Location : “Ta-Keng-Pol” reservoir - Very Dry - Not anymore reserve water

Space :

- -5891

73 rais

or 239 Acres

Tel 044932101 Fax 044932100 http://www.sat.or.th/sat3

Lease agreement : Treasury Department rolling 3 years Lease agreement

@ 40000, Bht/per

annum


TheThe FacilitiesFacilitiesFacilities size Fans

1. Main Stadium Standard football fieldStd Track and Field 9 tracksSynthetic Track and Field

20,000 expandable to 23,000

2 . Indoor Stadium 2 stadiums for basketball and volleyball

2,0005,000

3 . Velodrome 333.33 m./lap 2,000

4 . Swimming Pool swimming pool 25x50 m diving pool 25x50 wide practice pool

2,000

5 . Shooting Range 42 shooting ranges

6 . Tennis Courts Tennis Center Court Lawn Tennis 9 courts

1,000

7 . Practice Range and Recreation Playground

Standard football fieldStd Track and Field 9 tracksSynthetic Track and Field

1,000

8 . Athletes Club and Resotel

70 accommodated rooms Conference room Sauna Indoor/Outdoor recreation/cafeteria

200 beds 200 persons Open for Public

9 . Office of SAT region 3 3 floors 65 personnel

10. Northeast Sport Science Center

support 19 provinces in Northeast of Thailand

International Alliance and Partners

11. Fitness Complex Full ranges of facilities Open for Public

12.Golf Practice Range 9 holes To support Child-YANK-Elder


2007 : 24th SEA Games & Asian Para Games


Sport Authority of ThailandSport Authority of Thailand

Mr.Kanokphand Chulakasem – the Governor of Sport Mr.Kanokphand Chulakasem – the Governor of Sport Authority of ThailandAuthority of Thailand– “ “ HMK Stadium as a “home” of SAT for conducting all sport-HMK Stadium as a “home” of SAT for conducting all sport-

related activities, such as Sport Practice Center, Sport related activities, such as Sport Practice Center, Sport Science Center and Exercise, Recreation and Conference Science Center and Exercise, Recreation and Conference Center for public and organizations in the northeast region”Center for public and organizations in the northeast region”

Mr.Sangwian Boonto – the Director in Chief of Sport Mr.Sangwian Boonto – the Director in Chief of Sport Authority of Thailand – the Office of Region 3Authority of Thailand – the Office of Region 3– “ “ HMK Stadium is to further support sports for all and other HMK Stadium is to further support sports for all and other

public sports as the government strategies and tool of public sports as the government strategies and tool of health promotion in the northeast of Thailand”health promotion in the northeast of Thailand”


InvestmentsInvestments

Capital Investment ExpendituresCapital Investment Expenditures– Initial 5,000 M.Bht Initial 5,000 M.Bht – Others ++Others ++

Operating ExpendituresOperating Expenditures– Operating cost 10 M.Bht/monthOperating cost 10 M.Bht/month– Personnel cost 1 M.Bht/monthPersonnel cost 1 M.Bht/month– Other Admin 1 M.Bht/monthOther Admin 1 M.Bht/month


State InvestmentsState Investments vs.vs. Business Challenges Business Challenges

Capital Capital Investment Investment ExpendituresExpenditures– Initial 5,000 M.Bht Initial 5,000 M.Bht – Others ++Others ++

Operating Operating ExpendituresExpenditures– Operating cost 10 M.Bht/monthOperating cost 10 M.Bht/month– Personnel cost 1 M.Bht/monthPersonnel cost 1 M.Bht/month– Other Admin 1 M.Bht/monthOther Admin 1 M.Bht/month

Return on Return on InvestmentInvestment

Operating Operating LeverageLeverage

2008 SAT Operating Budget 2008 SAT Operating Budget (in Baht)(in Baht)


Budget 2008 = 3,120,050,000Budget 2008 = 3,120,050,000

Sport Hero = 2,735,643,000Sport Hero = 2,735,643,000

Sport Profession = 189,450,000Sport Profession = 189,450,000

Public Services = 194,957,000Public Services = 194,957,000


ChallengeChallenge

““To Be the Self Support State To Be the Self Support State Enterprise, through Sports Heroes Enterprise, through Sports Heroes

and Excellence”and Excellence”


Qualitative MethodologyQualitative Methodology

SAT Region 3 Management

Sport Management

USSA

Region 3Athletes

SAT R3-provincial Staffs and Officers

Sport Management

CRU

Business Management

KKU

Sport Businessman

TourismBusinessman

Sport ExpertsSport Experts AcademicAcademic Business ExpertsBusiness Experts

FIELD Research


Strategic Time FrameStrategic Time Frame

YearYearPlanning PeriodPlanning Period

11 22 33 44 5566 7788 .. . .33

00

ระยะสั้��น ระยะสั้��น short termshort term

เพื่� อการบร�หารจั�ดการแบบพื่� งพื่าเพื่� อการบร�หารจั�ดการแบบพื่� งพื่าตนเองตนเอง

ระยะกลาง ระยะกลาง medium termmedium term

เพื่� อการพื่�ฒนาและ เสั้ร�มสั้ร�างเพื่� อการพื่�ฒนาและ เสั้ร�มสั้ร�างศั�กยภาพื่ของสั้นามก!ฬา และ ศั�กยภาพื่ของสั้นามก!ฬา และ น�กก!ฬาน�กก!ฬา

ระยะยาว ระยะยาว long termlong term

เพื่� อการบร�หารจั�ดการตนเองอย$างเพื่� อการบร�หารจั�ดการตนเองอย$างย� งย�นย� งย�น

Self Support

CompetencyFacilities, Athletes

Sustainable Growth “Community & Public”

FINDING


HMK Stadium Business ModelHMK Stadium Business ModelProductProduct 1. Thai1. Thai

SportSport

2. Sport 2. Sport Heroes / Heroes /

ProfessionProfession

3. Sport Tourism & 3. Sport Tourism & Holistic Health Holistic Health

TAT & MOPHTAT & MOPH

4. Competition , 4. Competition , Events Events

ManagementManagement

FF

AA

MM

II

LL

YY

MM

EE

MM

BB

EE

RR

SS

SS

TT

UU

DD

EE

NN

TT

SS

Thai Thai BoxingBoxing

SwimmingSwimming

TennisTennis

BadmintonBadminton

BasketballBasketball

GolfGolf

Te-Kwan-doTe-Kwan-do

Valley ballValley ball

Track & FieldTrack & Field

CyclingCycling

FootballFootball

BeachValleyBeachValley

FutsalFutsal

SPORTS SPORTS tourismtourism

Thai Thai Traditional Traditional MedicineMedicine

Sport CompetitionSport Competition

- National- National- InternationalInternational

Ta KrawTa Kraw Aquatic Aquatic Exercise Exercise

SPASPA-HomeHome-DestinationDestination

Professional sport Professional sport competitioncompetition

TraditioTraditional Thai nal Thai SwordsSwords

TherapyTherapy HealthcareHealthcare Music ConcertMusic Concert

Holistic Holistic healthhealth

SLIM centerSLIM center Training & SeminarTraining & Seminar

Sport Sport Practice Practice CenterCenter

Physical Physical FitnessFitness

WeddingWedding

Beauty ContestBeauty Contest

Local Local Research CenterResearch Center OTOP productsOTOP products Traditional FestiveTraditional Festive

Community &Community &

Public servicePublic service

InternationalInternational APMEA APMEA Sport Science CenterSport Science Center Thai cuisineThai cuisine

Exchange Exchange Professional Athletes Professional Athletes Nutrition cuisineNutrition cuisine

Customers

FINDING


FinancialFinancialTo succeed To succeed financially, financially, how appear to how appear to StakeholdersStakeholders

CustomerCustomerTo achieve the To achieve the VISION, how to VISION, how to appear to appear to CustomersCustomers

Internal Internal ProcessProcessTo satisfy To satisfy stakeholders, stakeholders, customerscustomers

Learning & Learning & GrowthGrowthTo achieve the To achieve the VISION, how to VISION, how to sustain the ability sustain the ability to change and to change and improveimprove

VISIONVISION : : To be the self support state enterprise, through heroes in sportsTo be the self support state enterprise, through heroes in sports

Strategy MapStrategy Map – –HMK StadiumHMK Stadium VISIONVISION : : To be the self support state enterprise, through heroes in sportsTo be the self support state enterprise, through heroes in sports

MAX profitCost EfficiencyRevenues+

Existing CustomersNew Customers Sport Products

New recruit

Brand Image

Success rate

CRM

Product Extension

Exist Customers

Products, Apparels

R&D

OTOP

Services

TTMassage

hospitality

R&DNational Sport Academy International Standard Competition mgtBio Mechanics

Sport MedicineSport Nutrition

Basic SportSport for All

Sport Professional

Sport Hero

Venue’s EquipmentEquipmentsSport Science

SponsorshipsEvents mgtSport AcademySport Science

Skill Development

Incentives

IT & ISContinuous Improvement

Punish & Reward Competitive

Sport TechnologyOrg. Culture

PROACTIVE

PUBLIC

RELATION

Partner, Alliance

Facility, Venue World ClassSport Mgt

KM Organization

Professional Ethics

การบร�หารเงิ�น

การบร�หารบ�คลากร

การบร�หารกระบวนการ

การบร�หารล�กค�า

Sport Tourism

Efficiency & Effectiveness

FINDING


SLOGANSLOGAN““สั้%$โลกของสั้%$โลกของความท้�าท้าย ท้! สั้นามความท้�าท้าย ท้! สั้นาม

ก!ฬา ก!ฬา ..............””

FINDING


Executive SummaryExecutive Summary

HMK Stadium is constructed to celebrate His Majesty the King’s HMK Stadium is constructed to celebrate His Majesty the King’s 8080thth Birthday Anniversary Stadium on the 5 Birthday Anniversary Stadium on the 5thth of December, of December, 20072007

To be a “home” of SAT region 3 for conducting all sport-related To be a “home” of SAT region 3 for conducting all sport-related activities, recreations, conference and furthermore with the activities, recreations, conference and furthermore with the accommodated “the Athletes Club and Resortel” will stimulate accommodated “the Athletes Club and Resortel” will stimulate the needs for sport tourismthe needs for sport tourism

SAT challenge “ to be the self support state enterprise through SAT challenge “ to be the self support state enterprise through sport heroes and excellence.sport heroes and excellence.

Therefore ;Therefore ;– The business concepts and business model as a sustainable growth The business concepts and business model as a sustainable growth

of the HMK Stadium as to accelerate the income to cover expenses of the HMK Stadium as to accelerate the income to cover expenses – Ultimately, in lowering the government expenses or subsidizationUltimately, in lowering the government expenses or subsidization


Further researchFurther researchThe Best Practice of USOC – Olympic Training The Best Practice of USOC – Olympic Training Center Chula Vista ‘s Administrative OrganizationCenter Chula Vista ‘s Administrative Organization

Human Resources Development and Continuous Human Resources Development and Continuous Improvement – Change ManagementImprovement – Change Management

Sport Finance: The Strategic Financial Sport Finance: The Strategic Financial Management in Sport BusinessManagement in Sport Business

Sport’s Performance Management by Balance Sport’s Performance Management by Balance ScorecardScorecard

Sport Enterprise Risk Management (ERM)Sport Enterprise Risk Management (ERM)

Dr.S. Khawchaimaha, Mr.S. Boonto Khon Kaen University &

SAT Region 3

International Certificate in Sport ManagementInternational Certificate in Sport Management


Q & AQ & A

USOC operatesUSOC operatesOlympic Training FacilitiesOlympic Training Facilities

= 6 Olympic Training Center = 6 Olympic Training Center (OTC)(OTC)

http://en.wikipedia.org/wiki/Image:USOlympicLogo.png


SAT Region 3

Olympic Training Centers - aspiring Olympians prepare for international competition:

• Colorado Springs, Colorado offers both summer and winter sports training in a variety of sports. It houses the USOC headquarters and many permanent athletic venues.

• The ARCO Training Center in Chula Vista, California offers training in various summer sports. The largest facility there is a lake for canoeing and rowing.

• Lake Placid, New York is a facility for winter sports athletes. Permanent facilities include an ice hockey/figure skating arena, a bobsled run, and a luge run.

Olympic University• Marquette, Michigan also trains winter sports athletes. • Pettit National Ice Center on the grounds of West Allis, Wisconsin's

Wisconsin State Fair Park is an indoor winter sports venue utilized for speedskating, ice hockey, and figure skating.

• The US Olympic Rowing Team Training Facility is located at Lake Mercer in Mercer County Central Park in West Windsor New Jersey. The team also practices on Princeton University's rowing course on nearby Lake Carnegie

USOC -Olympic Training Center (OTC)

http://en.wikipedia.org/wiki/United_States_Olympic_Training_Center

http://en.wikipedia.org/wiki/Image:USOlympicLogo.png


SAT Region 3


SAT Region 3

HMK Stadium Business ModelProduct

& Services

1. Thai

Sport

2. Sport Heroes / Profession

3. Sport Tourism & Holistic Health TAT

& MOPH

4. Competition , Events

Management

S

P

O

R

T

H

E

R

O

E

S

A

S

S

O

&

M

E

M

B

E

R

S

S

P

O

R

T

S

C

H

O

O

L

Thai Boxing

Swimming

Tennis

Badminton

Basketball

Golf

Te-Kwan-do

Valley ball

Track & Field

Cycling

Football

Beach Valley

Futsal

SPORTS SPORTS tourismtourism

Thai Thai Traditional Traditional MedicineMedicine

Sport CompetitionSport Competition

- National- National- InternationalInternational

Ta Kraw Aquatic Aquatic Exercise Exercise

SPASPA-HomeHome-DestinatioDestinationn

Professional sport Professional sport competitioncompetition

Traditional Thai Swords

TherapyTherapy HealthcareHealthcare 5. Performance 5. Performance ServicesServices

Holistic Holistic healthhealth

SLIM SLIM centercenter

6. Nutrition of 6. Nutrition of Thai cuisineThai cuisine

4.Sponsor

Sport Sport Practice Practice CenterCenter

Physical Physical FitnessFitness

7. Marketing 7. Marketing thru sports - thru sports - Souvenirs ShopSouvenirs Shop

Local Local Research CenterResearch Center 8. Remunerations8. Remunerations Traditional FestiveTraditional Festive

Community &Community &

Public servicePublic service

International International APMEAAPMEA

Sport Science CenterSport Science Center 9. Experiences & 9. Experiences & ExpertExpert

Exchange Exchange Professional Athletes Professional Athletes OTOP productsOTOP products

Customers2. Re-Focused Customer based

1.Re-Focused – Product & Services

3. Re-Focused - HRM


SAT Region 3

Strategic Sport Marketing Management :SSMM for SAT HMK Region 3

The 8 Services Marketing Mixes

HMK Region 3Focus

OTC Chula VistaThe Learning & Best

Practice

Products & Services One Stop service One stop service

Price Sponsors ManagementThai Residences, Non-Thai Residences

US. Residences & Non US Residences

Place Convenience Convenience

Promotions & PR TVC-sport, Regional Hub & Community Relation

Public & Community Relation

People The Expert & Experiences

Hospitality & Courtesy

Expertise & Hospitality & Courtesy

Process Functional & Systematic Systematic, Professional

Physical Evidences Clean & Green Cleanliness, Tidy, Safety Conscious

Productivity & Quality Customers Satisfaction Survey

Medal Analysis

Medal Analysis

19/04/2319/04/23 Dr.Siriraks KHAWCHAIMAHA,CGSM : KKUDr.Siriraks KHAWCHAIMAHA,CGSM : KKU

Community & Citizen Value Propositions

1. Strengthen Family & Community Relations,2. Through Sport Activities, 3. Fund Raising, through Community Shop,4. Volunteers workers : Parents & Kids5. Kids development: Sport, Skill, Competition,

etc Leisure Time :Venice Beach Hollywood, CASINO, Target, Outlet

Grass Root Community Sport : Fairhope Community

High School :Spanish Fort High School

University :USC, Auburn, Alabama

National Swimming:Nadadore, San Diego

USOC :Chula Vista

Facility:Verizon Center

Leisure Time 1. Sports , Recreations, Social, Lifestyle2. & Tourism Integration

Well Balance : Education & Sports& Healthcare Management

1. Sponsorship, Fund Raising, 2. Pride to belongs – Parents, Community3. Exercise, Practicing, Competition4. Event Mgt – Competition, PomPom Girl, Dancer,

Band5. IMC - PR & TVC & Local Newspaper6. Obesity program – health management

Sportainment Business = Sport + Entertainment + Event Management

1. The Products : Facility, the 3 team of Sports Athletes – Sport MKT

2. Customer Segmentation: PRIVATE CLUB, VIP, SUITE, Seating management vs. Ticket price,

3. Source of Income : Sponsorship – Marketing Through Sports, Ticket, Space Leasing Contracts

4. Event Calendar : 280 events booked in advance for 20085. CRM : Sponsor Management, Hall of Fame, Privileges6. Operation Management of the Hawkeye Competition

preparation7. Multi Facilities Support : Sports ( 3 different floor tile,

Concert ) 8. PR room – News & Reporter courtesy & hospitality9. Hospitality Management – 2 concierges at all event show

time


1. Sponsorship, Fund Raising, 2. Pride to belongs3. Exercise, Practicing, Competition, Event

Mgt4. PR & TVC & Local Newspaper5. Obesity program – health management Well Balance : Education &

Sports& Healthcare Management

1. Sponsorship, Fund Raising, 2. Pride to belongsEducation & Sport

Management1. Sponsorship, Fund Raising, Alumni 2. Pride to belongs – family , community3. Fund Raising Activity - PR through Others Observation :1. County , City, States – Positioning by

its Vision & Mission Statement 2. Acknowledgement of the successful

Athletes 3. Sport Heroes & Profession plan - from

BASE – Grass Roots through school, universities, private club

4. Recruitment process – through sports event

5. Fund Raising Activity - PR , IMC, Sport Channel

6. Senior citizen – feels that current sports is too much Business Oriented,

7. Being Professional Athletes earns from being the Brand Ambassador/ Presenter

8. However, some professional athletes are still die poor

Learning'sLearning'sBIOMECHANICS – Dr. Ariel1. Sport Product Development –

R&D


Community & Citizen Value Propositions

1. Strengthen Family & Community Relations,2. Through Sport Activities, 3. Fund Raising, through Community Shop,4. Volunteers workers : Parents & Kids5. Kids development: Sport, Skill, Competition,

etc Leisure Time :Venice Beach Hollywood, CASINO, Target, Outlet





USOC :Chula Vista


Leisure Time 1. Sports , Recreations, Social, Lifestyle2. & Tourism Integration


1. Sponsorship, Fund Raising, 2. Pride to belongs – Parents, Community3. Exercise, Practicing, Competition4. Event Mgt – Competition, PomPom Girl, Dancer,

Band5. IMC - PR & TVC & Local Newspaper6. Obesity program – health management

Sportainment Business = Sport + Entertainment + Event Management

1. The Products : Facility, the 3 team of Sports Athletes – Sport MKT

2. Customer Segmentation: PRIVATE CLUB, VIP, SUITE, Seating management vs. Ticket price,

3. Source of Income : Sponsorship – Marketing Through Sports, Ticket, Space Leasing Contracts

4. Event Calendar : 280 events booked in advance for 20085. CRM : Sponsor Management, Hall of Fame, Privileges6. Operation Management of the Hawkeye Competition

preparation7. Multi Facilities Support : Sports ( 3 different floor tile,

Concert ) 8. PR room – News & Reporter courtesy & hospitality9. Hospitality Management – 2 concierges at all event show

time


1. Sponsorship, Fund Raising, 2. Pride to belongs3. Exercise, Practicing, Competition, Event

Mgt4. PR & TVC & Local Newspaper5. Obesity program – health management Well Balance : Education &

Sports& Healthcare Management

1. Sponsorship, Fund Raising, 2. Pride to belongs

Education & Sport Management

1. Sponsorship, Fund Raising, Alumni 2. Pride to belongs – family , community3. Fund Raising Activity - PR through Others Observation :1. County , City, States – Positioning by

its Vision & Mission Statement 2. Acknowledgement of the successful

Athletes 3. Sport Heroes & Profession plan - from

BASE – Grass Roots through school, universities, private club

4. Recruitment process – through sports event

5. Fund Raising Activity - PR , IMC, Sport Channel

6. Senior citizen – feels that current sports is too much Business Oriented,

7. Being Professional Athletes earns from being the Brand Ambassador/ Presenter

8. However, some professional athletes are still die poor

Sports &Segmentation

-------Leisure

&Entertain

Non

Want

Need

Lovers

True

Mania

BIOMECHANICS – Dr. Ariel1. Sport Product Development –

R&D

Learning'sLearning's

19/04/2319/04/23 Dr.Siriraks KHAWCHAIMAHA,CGSM : KKUDr.Siriraks KHAWCHAIMAHA,CGSM : KKULeisure Time :Venice Beach Hollywood, CASINO, Target, Outlet





USOC :Chula Vista


Khon Kaen PrototypeDr.Siriraks, Asst.Prof.Sithee

Sport Heroes & Career Path Development

Dr.Siriraks KHAWCHAIMAHA

Sport Colleges Admin &Structure Analysis – Mr.Krisith

Sport Schools Admin&Structure Analysis – Mr.Piyasak

Leadership Characteristics – The Study in Coaches – Mr.Santi

Key Success Factors TEKAWNDO– Ms.Kanitha

Management Model1. Tennis – Dr.Siriraks KHAWCHAIMAHA2. Softball – Dr.Siriraks KHAWCHAIMAHA3. Rock Climbing – Asso.Prof. Parkpoom4. Weight Lifting – Mr.Prasong5. Ballroom Dancing – Mr.Thongchai

Sport Facilities :1. Sport Colleges Facilities –

Mr.Kosol2. 5 Region Stadiums Facilities

– Mr.CRU

Sport Psychology :1. Sport Heroes and

Mental Impact – Mr.Anotai

Sport Management ResearchSport Management Research1. After The Event 24th SEAGAMES - HMK MGT

Model – Dr.Siriraks KHAWCHAIMAHA2. HMK Model & Chula Vista - Dr.Siriraks,

Mr.Sangwian


Road Map for Sports in Thailand I. Re-defined Sports Road Map

ก�ฬามวลชน ช�มชนGrassroots & Community

ก�ฬาพื้��นฐาน โรงิเร�ยนSchool Sports – Tween , Youth

ก�ฬามหาว�ทยาล�ยUniversity Sports

ก�ฬาสู่��ความเป็!นเล�ศSport Heroes :Champion

ก�ฬาอาช�พื้Professional

ธุ�รก�จก�ฬาSport Entertainment

1

2

3

4

5

6


Road Map for Sports in ThailandII Re-Defined Responsible Body

จ�งิหว�ด เทศบาล กทมกระทรวงิมหาดไทย

กระทรวงิศ(กษาธุ�การ

ทบวงิมหาว�ทยาล�ย, Sport Academy:กกท

กกท & TOC

กกท & TOC

ก.พื้าณิ�ชย+

1

2

3

4

5

61. Effective Budgeting System2. Functionally, Role &

Responsibility3. The Combination & of Thailand

Olympic Committee and SAT as to support to the same Vision, Mission, Goals, Objectives = Positive Movement


Kids Tween Teen,YANK YANK, YAWK ADULT Holistic & Health

Management

ธุ�รก�จก�ฬาเพื้�,อความบ�นเท�งิ เพื้�,อการงิานอาช�พื้ ธุ�รก�จ การตลาดการก�ฬา

ก�ฬามวลชน ช�มชนเพื้�,อการสู่�ขภาพื้ กาย ใจ สู่�งิคม

Road Map for Sports in ThailandIII . Re-Defined to Talent &Demographics

ก�ฬาพื้��นฐาน โรงิเร�ยน

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Road Map for Sports in ThailandIV . Re-Defined to Geographic

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9/17/2015Dr.Siriraks Khawchaimaha, CPA Thailand, DBA, ICSM The Strategic Sport Business Model :...

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