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 KHAWCHAIMAHACPA ThailandCPA Thailand

Doctor in Business and Administration, UniSA, AustraliaDoctor in Business and Administration, UniSA, AustraliaInternational Cert. in Sport Management, USSA, LA, USAInternational Cert. in Sport Management, USSA, LA, USACert. Hospitality Management for Executive, HU, IL, USACert. Hospitality Management for Executive, HU, IL, USACert. Edu. Development for Executive, INSEAD, FranceCert. Edu. Development for Executive, INSEAD, France


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

______________________________________________________

Dr.Siriraks KHAWCHAIMAHADr.Siriraks KHAWCHAIMAHACPA ThailandCPA Thailand

Doctor in Business and Administration, UniSA, AustraliaDoctor in Business and Administration, UniSA, AustraliaInternational Cert. in Sport Management, USSA, LA, USAInternational Cert. in Sport Management, USSA, LA, USACert. Hospitality Management for Executive, HU, IL, USACert. Hospitality Management for Executive, HU, IL, USA

Cert. Edu. Development for Executive, INSEAD, FranceCert. Edu. Development for Executive, INSEAD, France

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

Government Government

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)

Country Budget (in Baht)Country Budget (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


5 Region Stadiums5 Region Stadiums

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


MAP to HMK StadiumMAP to HMK Stadium


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


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 populations WHERE the Northeastern populations dominate in this aspectdominate in this aspect


Geographic and DemographicGeographic and Demographic

Nakornrajsima ; Nakornrajsima ;

the outpost province to the Northeast with a the outpost province to the Northeast with a prime land of plateau and mountainprime land of plateau and mountain

Suitable climate and environment : good Suitable climate and environment : good weather , fresh air weather , fresh air

The heritage of Kao Yai MountainThe heritage of Kao Yai Mountain

The uniqueness of the Northeastern of “ISAAN” The uniqueness of the Northeastern of “ISAAN” cultureculture


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


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”


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


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


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”


State InvestmentsState Investments vs. Business Challengesvs. 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


Field Research and Field Research and 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 ExpertSport Expert AcademicAcademic Business ExpertBusiness Expert

FIELD Research


SLOGANSLOGAN““สู่��โลกของสู่��โลกของความท้�าท้าย ท้��สู่นามความท้�าท้าย ท้��สู่นาม

ก�ฬา ก�ฬา ..............””


Time FrameTime Frame YearYear

Planning PeriodPlanning Period11 22 33 44 5566 7788 ..

. .33

00

ระยะสู่��น ระยะสู่��น short termshort term

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

ระยะกลาง ระยะกลาง medium termmedium term

เพื่��อการพื่�ฒนาและ เสู่ร�มสู่ร�างเพื่��อการพื่�ฒนาและ เสู่ร�มสู่ร�างศั�กยภาพื่ของสู่นามก�ฬา และ ศั�กยภาพื่ของสู่นามก�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”


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


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


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 research

Human development and Continuous Human development and Continuous improvement – business practicesimprovement – business practices

Sport FinanceSport Finance

Balance Scorecard – KPIBalance Scorecard – KPI

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


Q & AQ & A

Sports Authority of Thailand (SAT)

Documents

Transcript of Sports Authority of Thailand (SAT)