Sports Authority of Thailand (SAT)
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Transcript of Sports Authority of Thailand (SAT)
04/22/2304/22/23 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)
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Sports Authority of Thailand Sports Authority of Thailand
04/22/2304/22/23 Dr.Siriraks Khawchaimaha, CPA Thailand, Dr.Siriraks Khawchaimaha, CPA Thailand, DBA, ICSM DBA, ICSM
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
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12
5
3
4
5-National Stadiums5-National Stadiums
Region 3 – National StadiumNakornrajsima
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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
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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
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MAP to HMK StadiumMAP to HMK Stadium
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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 6,121,6726,121,67222 NonthaburiNonthaburi 266,941266,94133 PakkredPakkred 167,138167,13844 Haadyai/SongklaHaadyai/Songkla 157,678157,67855 ChiangmaiChiangmai 150,805150,80566 NakornratchasimaNakornratchasima 149,938149,93877 UdornthaniUdornthani 142,670142,67088 SurattaniSurattani 124,665124,66599 Khon KaenKhon Kaen 121,283121,283
1010 NakornsrithammaratNakornsrithammarat 106,293106,293Source : The Ministry of Public Affairs, October 2006
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DemographicsDemographicsRanking Provincial Population Ranking Provincial Population
Central Area and Central Area and SuburbSuburb
Provincial PopulationProvincial Population PopulationsPopulations
11 BangkokBangkok 6,121,6726,121,67222 NakornratchasimaNakornratchasima 2,546,7632,546,76333 Ubon RatchathaniUbon Ratchathani 1,774,8081,774,80844 Khon KaenKhon Kaen 1,747,5421,747,54255 Chiang MaiChiang Mai 1,650,0091,650,00966 BurirumBurirum 1,531,4301,531,43077 UdornthaniUdornthani 1,523,8021,523,80288 NakornsrithammaratNakornsrithammarat 1,504,4201,504,42099 SrisaketSrisaket 1,443,9751,443,975
1010 SurinSurin 1,374,7001,374,700Source : The Ministry of Public Affairs, October 2006
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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
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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)”
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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 : - -589173 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
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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
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2007 : 24th SEA Games & Asian Para Games
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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”
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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
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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)
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Budget 2008 = 3,120,050,000Budget 2008 = 3,120,050,000Sport Hero = 2,735,643,000Sport Hero = 2,735,643,000Sport Profession = 189,450,000Sport Profession = 189,450,000Public Services = 194,957,000Public Services = 194,957,000
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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”
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Qualitative MethodologyQualitative MethodologySAT 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
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Strategic Time FrameStrategic Time Frame
YearYearPlanning PeriodPlanning Period
11 22 33 44 5566 7788 .. . .3300
ระยะสัน้ ระยะสัน้ short termshort termเพื่อการบรหิารจดัการแบบพึ่งพาเพื่อการบรหิารจดัการแบบพึ่งพาตนเองตนเอง
ระยะกลาง ระยะกลาง medium termmedium termเพื่อการพฒันาและ เสรมิสรา้งเพื่อการพฒันาและ เสรมิสรา้งศักยภาพของสนามกีฬา และ ศักยภาพของสนามกีฬา และ นักกีฬานักกีฬา
ระยะยาว ระยะยาว long termlong termเพื่อการบรหิารจดัการตนเองอยา่งเพื่อการบรหิารจดัการตนเองอยา่งยัง่ยนืยัง่ยนื
Self Support
CompetencyFacilities, Athletes
Sustainable Growth “Community & Public”
FINDING
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HMK Stadium Business ModelHMK Stadium Business ModelProductProduct 1. Thai1. Thai
SportSport2. 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
ManagementManagementFFAAMMIILLYY
MMEEMMBBEERRSS
SSTTUUDDEENNTTSS
Thai Thai BoxingBoxing
SwimmingSwimmingTennisTennisBadmintonBadmintonBasketballBasketballGolfGolfTe-Kwan-doTe-Kwan-doValley ballValley ballTrack & FieldTrack & FieldCyclingCyclingFootballFootballBeachValleyBeachValleyFutsalFutsal
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
WeddingWeddingBeauty 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
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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 ProfessionalSport 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 OrganizationProfessional Ethics
การบรหิารเงิน
การบรหิารบุคลากร
การบรหิารกระบวนการ
การบรหิารลกูค้า
Sport Tourism
Efficiency & Effectiveness
FINDING
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SLOGANSLOGAN““สูโ่ลกของสูโ่ลกของความท้าทาย ท่ีสนามความท้าทาย ท่ีสนาม
กีฬา กีฬา ..............””
FINDING
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Executive SummaryExecutive SummaryHMK 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, 20072007To 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 tourismSAT 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
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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
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Q & AQ & A
USOC operatesUSOC operatesOlympic Training FacilitiesOlympic Training Facilities
= 6 Olympic Training Center = 6 Olympic Training Center (OTC)(OTC)
Dr.S. Khawchaimaha, Mr.S. Boonto Khon Kaen University &
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)
Dr.S. Khawchaimaha, Mr.S. Boonto Khon Kaen University &
SAT Region 3
Dr.S. Khawchaimaha, Mr.S. Boonto Khon Kaen University &
SAT Region 3
HMK Stadium Business ModelProduct
& Services1. ThaiSport
2. Sport Heroes / Profession
3. Sport Tourism & Holistic Health TAT
& MOPH
4. Competition , Events
Management
SPORT
HEROES
ASSO&MEMBERS
SPORT
SCHOOL
Thai Boxing
SwimmingTennisBadmintonBasketballGolfTe-Kwan-doValley ballTrack & FieldCyclingFootballBeach ValleyFutsal
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
Dr.S. Khawchaimaha, Mr.S. Boonto Khon Kaen University &
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
PracticeProducts & 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 & ExperiencesHospitality & Courtesy
Expertise & Hospitality & Courtesy
Process Functional & Systematic Systematic, Professional
Physical Evidences Clean & Green Cleanliness, Tidy, Safety Conscious
Productivity & Quality Customers Satisfaction SurveyMedal Analysis
Medal Analysis
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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
Well Balance : Education & Sports& Healthcare Management
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
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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
Well Balance : Education & Sports& Healthcare Management
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
22/04/2322/04/23 Dr.Siriraks KHAWCHAIMAHA,CGSM : KKUDr.Siriraks KHAWCHAIMAHA,CGSM : KKULeisure 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
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.CRUSport 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
22/04/2322/04/23 Dr.Siriraks KHAWCHAIMAHA,CGSM : KKUDr.Siriraks KHAWCHAIMAHA,CGSM : KKU
Road Map for Sports in Thailand I. Re-defined Sports Road Map
กีฬามวลชน ชุมชนGrassroots & Community
กีฬาพื้นฐาน โรงเรยีนSchool Sports – Tween , Youth
กีฬามหาวทิยาลัยUniversity Sports
กีฬาสูค่วามเป็นเลิศSport Heroes :Champion
กีฬาอาชพีProfessional
ธุรกิจกีฬาSport Entertainment
1
2
3
4
5
6
22/04/2322/04/23 Dr.Siriraks KHAWCHAIMAHA,CGSM : KKUDr.Siriraks KHAWCHAIMAHA,CGSM : KKU
Road Map for Sports in ThailandII Re-Defined Responsible Body
จงัหวดั เทศบาล กทมกระทรวงมหาดไทย
กระทรวงศึกษาธกิาร
ทบวงมหาวทิยาลัย, Sport Academy:กกท
กกท & TOC
กกท & TOC
ก.พาณิชย์
1
2
3
4
5
6 1. 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
22/04/2322/04/23 Dr.Siriraks KHAWCHAIMAHA,CGSM : KKUDr.Siriraks KHAWCHAIMAHA,CGSM : KKU
Kids Tween Teen,YANK YANK, YAWK ADULT Holistic & Health
Management
ธุรกิจกีฬาเพื่อความบนัเทิง เพื่อการงานอาชพี ธุรกิจ การตลาดการกีฬา
กีฬามวลชน ชุมชนเพื่อการสขุภาพ กาย ใจ สงัคม
Road Map for Sports in ThailandIII . Re-Defined to Talent &Demographics
กีฬาพื้นฐาน โรงเรยีน
กีฬามหาวทิยาลัย
กีฬาสูค่วามเป็นเลิศ
กีฬาอาชพี
กีฬามวลชน ชุมชน เพื่อการสขุภาพ และ องค์รวม
22/04/2322/04/23 Dr.Siriraks KHAWCHAIMAHA,CGSM : KKUDr.Siriraks KHAWCHAIMAHA,CGSM : KKU
Kids Tween Teen,YANK YANK, YAWK ADULT Holistic & Health
Management
ธุรกิจกีฬาเพื่อความบนัเทิง เพื่อการงานอาชพี ธุรกิจ การตลาดการกีฬา
กีฬามวลชน ชุมชนเพื่อการสขุภาพ กาย ใจ สงัคม
Road Map for Sports in ThailandIV . Re-Defined to Geographic
กีฬาพื้นฐาน โรงเรยีน
กีฬามหาวทิยาลัย
กีฬาสูค่วามเป็นเลิศ
กีฬาอาชพี
กีฬามวลชน ชุมชน เพื่อการสขุภาพ และ องค์รวม
สนามกีฬาเมอืงหลักทั้ง 5 แห่ง เพื่อการพฒันาเฉพาะทางของแต่ละประเทภกีฬา
สนามกีฬามหาวทิยาลัย
สนามกีฬาโรงเรยีน และ ชุมชุน
สนามกีฬาจงัหวดั
สนามกีฬาชุมชุน และ กกทประจำาจงัหวดั