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Sports Authority of Thailand (SAT)

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Sports Authority of Thailand (SAT)

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  1. The Strategic Sport Business Model : After the Nations Sports Event___________________________Dr.Siriraks KHAWCHAIMAHABBA, HA, MBA, CPA ThailandDoctor in Business and Administration, UniSA, AustraliaInternational Cert. in Sport Management, USSA, LA, USACert. Hospitality Management for Executive, HU, IL, USACert. Edu. Development for Executive, INSEAD, France Dr.Siriraks Khawchaimaha, CPA Thailand, DBA, ICSM

  2. Sports Authority of Thailand (SAT) • Government body • Ministry of Tourism and Sports • Tourism (Tourism Authority of Thailand) • Sports (Sports Authority of Thailand) Dr.Siriraks Khawchaimaha, CPA Thailand, DBA, ICSM

  3. Sports Authority of Thailand 7/31/2014 Dr.Siriraks Khawchaimaha, CPA Thailand, DBA, ICSM

  4. 5-National Stadiums 3 5 1 2 Region 3 – National Stadium Nakornrajsima 4 Dr.Siriraks Khawchaimaha, CPA Thailand, DBA, ICSM

  5. Objectives and Why Nakornrajsima ? To Provide all sport-related and Recreation To most populations of Thailand  WHERE the Northeastern has the largest populations Dr.Siriraks Khawchaimaha, CPA Thailand, DBA, ICSM

  6. Geographic Nakornrajsima ; • Location : the outpost province to the Northeast with a prime land of plateau and mountain • Climate and Environment : comfortable weather , clean and fresh air/environment • The World’s Heritage : Kao Yai Mountain • The ISAAN Culture : the uniqueness of the Northeastern Dr.Siriraks Khawchaimaha, CPA Thailand, DBA, ICSM

  7. MAP to HMK Stadium Dr.Siriraks Khawchaimaha, CPA Thailand, DBA, ICSM

  8. DemographicsRanking Population in Center of Town and Suburb Source : The Ministry of Public Affairs, October 2006 Dr.Siriraks Khawchaimaha, CPA Thailand, DBA, ICSM

  9. DemographicsRanking Provincial Population Source : The Ministry of Public Affairs, October 2006 Dr.Siriraks Khawchaimaha, CPA Thailand, DBA, ICSM

  10. Background His Majesty The King’s 80th Birthday Anniversary Stadium (5th December 2007)HMK Stadium Dr.Siriraks Khawchaimaha, CPA Thailand, DBA, ICSM

  11. The Great King and The Great Sportsman • His Majesty the King as known “ The Father of Thai Sports” had won the gold medal in the SEAP games • In 2006, all the Thais praise HMK’s renowned abilities and celebrate the 60th anniversary of his accession to the Throne • In 2007, the HMK’s 80th birthday anniversary and the SEA Games • The government and The Sport Authority of Thailand agree to construct the stadium to support the SEA Games competitions • Named “ The His Majesty the King’s 80th Anniversary Stadium (5th December 2007)” Dr.Siriraks Khawchaimaha, CPA Thailand, DBA, ICSM

  12. HMK Stadium Finding Location : “Ta-Keng-Pol” reservoir - Very Dry - Not anymore reserve water Located: Rajsima-Paktongchai road Pru Yai sub district Mueng district Nakornrajsima 30000 Space: 589-1-73rais or 239 Acres Lease agreement: Treasury Department rolling 3 years Lease agreement @ 40,000 Bht/per annum Dr.Siriraks Khawchaimaha, CPA Thailand, DBA, ICSM Tel 0 4493 2101 Fax 0 4493 2100 http://www.sat.or.th/sat3

  13. TheFacilities Dr.Siriraks Khawchaimaha, CPA Thailand, DBA, ICSM

  14. 2007 : 24th SEA Games & Asian Para Games Dr.Siriraks Khawchaimaha, CPA Thailand, DBA, ICSM

  15. Sport Authority of Thailand • Mr.Kanokphand Chulakasem – the Governor of Sport Authority of Thailand • “ HMK Stadium as a “home” of SAT for conducting all sport-related activities, such as Sport Practice Center, Sport Science Center and Exercise, Recreation and Conference Center for public and organizations in the northeast region” • Mr.Sangwian Boonto – the Director in Chief of Sport Authority of Thailand – the Office of Region 3 • “ HMK Stadium is to further support sports for all and other public sports as the government strategies and tool of health promotion in the northeast of Thailand” Dr.Siriraks Khawchaimaha, CPA Thailand, DBA, ICSM

  16. Investments • Capital Investment Expenditures • Initial 5,000 M.Bht • Others ++ • Operating Expenditures • Operating cost 10 M.Bht/month • Personnel cost 1 M.Bht/month • Other Admin 1 M.Bht/month Dr.Siriraks Khawchaimaha, CPA Thailand, DBA, ICSM

  17. State Investmentsvs. Business Challenges • Capital Investment Expenditures • Initial 5,000 M.Bht • Others ++ • Operating Expenditures • Operating cost 10 M.Bht/month • Personnel cost 1 M.Bht/month • Other Admin 1 M.Bht/month Return on Investment Operating Leverage Dr.SiriraksKhawchaimaha, CPA Thailand, DBA, ICSM

  18. 2008 SAT Operating Budget (in Baht) 7/31/2014 Budget 2008 = 3,120,050,000 • Sport Hero = 2,735,643,000 • Sport Profession = 189,450,000 • Public Services = 194,957,000 Dr.Siriraks Khawchaimaha, CPA Thailand, DBA, ICSM

  19. Challenge “To Be the Self Support State Enterprise, through Sports Heroes and Excellence” Dr.Siriraks Khawchaimaha, CPA Thailand, DBA, ICSM

  20. Qualitative Methodology Sport Experts Business Experts Academic SAT Region 3 Management Sport Management USSA Tourism Businessman SAT R3-provincial Staffs and Officers Sport Management CRU Sport Businessman Region 3 Athletes Business Management KKU FIELD Research Dr.Siriraks Khawchaimaha, CPA Thailand, DBA, ICSM

  21. FINDING Strategic Time Frame Self Support Competency Facilities, Athletes Sustainable Growth “Community & Public” Dr.Siriraks Khawchaimaha, CPA Thailand, DBA, ICSM

  22. FINDING HMK Stadium Business Model Customers Dr.Siriraks Khawchaimaha, CPA Thailand, DBA, ICSM

  23. FINDING Strategy Map –HMK StadiumVISION: To be the self support state enterprise, through heroes in sports MAX profit P R O A C T I V E P U B L I C R E L A T I O N Cost Efficiency Revenues+ Efficiency & Effectiveness การบริหารเงิน New Customers Existing Customers Sport Products Sport Tourism Partner, Alliance New recruit CRM Products, Apparels Services Brand Image Product Extension TTMassage R&D การบริหารลูกค้า Success rate Exist Customers OTOP hospitality R&D International Standard Competition mgt National Sport Academy Bio Mechanics Venue’s Equipment Sponsorships Basic Sport Sport Medicine Equipments Events mgt Sport for All Sport Nutrition Sport Science Sport Academy Sport Professional Sport Science การบริหารกระบวนการ Facility, Venue World Class Sport Hero Sport Mgt IT & IS Skill Development Punish & Reward Competitive Continuous Improvement Sport Technology Org. Culture KM Organization Incentives Professional Ethics Dr.Siriraks Khawchaimaha, CPA Thailand, DBA, ICSM การบริหารบุคลากร

  24. FINDING “your talent, your world, At HMK Stadium" SLOGAN“สู่โลกของความท้าทาย ที่สนามกีฬา .......” Dr.Siriraks Khawchaimaha, CPA Thailand, DBA, ICSM

  25. Executive Summary • HMK Stadium is constructed to celebrate His Majesty the King’s 80th Birthday Anniversary Stadium on the 5th of December, 2007 • To be a “home” of SAT region 3 for conducting all sport-related activities, recreations, conference and furthermore with the accommodated “the Athletes Club and Resortel” will stimulate the needs for sport tourism • SAT challenge “ to be the self support state enterprise through sport heroes and excellence. • Therefore ; • The business concepts and business model as a sustainable growth of the HMK Stadium as to accelerate the income to cover expenses • Ultimately, in lowering the government expenses or subsidization Dr.Siriraks Khawchaimaha, CPA Thailand, DBA, ICSM

  26. Further research • The Best Practice of USOC – Olympic Training Center Chula Vista ‘s Administrative Organization • Human Resources Development and Continuous Improvement – Change Management • Sport Finance: The Strategic Financial Management in Sport Business • Sport’s Performance Management by Balance Scorecard • Sport Enterprise Risk Management (ERM) Dr.Siriraks Khawchaimaha, CPA Thailand, DBA, ICSM

  27. International Certificate in Sport Management Dr.S. Khawchaimaha, Mr.S. Boonto Khon Kaen University & SAT Region 3

  28. Thank You Dr.Siriraks Khawchaimaha, CPA Thailand, DBA, ICSM

  29. Q & A Dr.Siriraks Khawchaimaha, CPA Thailand, DBA, ICSM

  30. USOC operatesOlympic Training Facilities= 6 Olympic Training Center (OTC)

  31. USOC -Olympic Training Center (OTC) • 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 WindsorNew Jersey. The team also practices on Princeton University's rowing course on nearby Lake Carnegie Dr.S. Khawchaimaha, Mr.S. Boonto Khon Kaen University & SAT Region 3

  32. Dr.S. Khawchaimaha, Mr.S. Boonto Khon Kaen University & SAT Region 3

  33. HMK Stadium Business Model 1.Re-Focused – Product & Services 2. Re-Focused Customer based Customers 3. Re-Focused - HRM Dr.S. Khawchaimaha, Mr.S. Boonto Khon Kaen University & SAT Region 3

  34. Strategic Sport Marketing Management :SSMM for SAT HMK Region 3 Dr.S. Khawchaimaha, Mr.S. Boonto Khon Kaen University & SAT Region 3

  35. Learning's • BIOMECHANICS – Dr. Ariel • Sport Product Development – R&D Dr.Siriraks KHAWCHAIMAHA,CGSM : KKU

  36. Learning's Dr.Siriraks KHAWCHAIMAHA,CGSM : KKU

  37. Sport Management Research • After The Event 24th SEAGAMES - HMK MGT Model – Dr.Siriraks KHAWCHAIMAHA • HMK Model & Chula Vista - Dr.Siriraks, Mr.Sangwian Dr.Siriraks KHAWCHAIMAHA,CGSM : KKU

  38. Road Map for Sports in Thailand I. Re-defined Sports Road Map 6 5 4 3 2 Dr.Siriraks KHAWCHAIMAHA,CGSM : KKU

  39. Road Map for Sports in ThailandII Re-Defined Responsible Body • Effective Budgeting System • Functionally, Role & Responsibility • The Combination & of Thailand Olympic Committee and SAT  as to support to the same Vision, Mission, Goals, Objectives = Positive Movement 6 5 4 3 2 Dr.Siriraks KHAWCHAIMAHA,CGSM : KKU

  40. Road Map for Sports in ThailandIII . Re-Defined to Talent &Demographics ธุรกิจกีฬา เพื่อความบันเทิง เพื่อการงานอาชีพ ธุรกิจ การตลาดการกีฬา กีฬาอาชีพ กีฬาสู่ความเป็นเลิศ กีฬามหาวิทยาลัย กีฬาพื้นฐาน โรงเรียน กีฬามวลชน ชุมชน เพื่อการสุขภาพ กาย ใจ สังคม กีฬามวลชน ชุมชน เพื่อการสุขภาพ และ องค์รวม Dr.Siriraks KHAWCHAIMAHA,CGSM : KKU

  41. Road Map for Sports in ThailandIV . Re-Defined to Geographic ธุรกิจกีฬา เพื่อความบันเทิง เพื่อการงานอาชีพ ธุรกิจ การตลาดการกีฬา สนามกีฬาเมืองหลักทั้ง 5 แห่ง เพื่อการพัฒนาเฉพาะทางของแต่ละประเทภกีฬา กีฬาอาชีพ สนามกีฬาจังหวัด กีฬาสู่ความเป็นเลิศ สนามกีฬามหาวิทยาลัย กีฬามหาวิทยาลัย สนามกีฬาโรงเรียน และ ชุมชุน กีฬาพื้นฐาน โรงเรียน สนามกีฬาชุมชุน และ กกทประจำจังหวัด กีฬามวลชน ชุมชน เพื่อการสุขภาพ และ องค์รวม กีฬามวลชน ชุมชน เพื่อการสุขภาพ กาย ใจ สังคม Dr.Siriraks KHAWCHAIMAHA,CGSM : KKU

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