General manager Pattanachai Kamolnetr said the main reason for the against-the-trend growth rate was that the school targeted students from the middle to upper classes, who always had money for additional expenses and understood the benefits associated with studying art.

The school also launched a new marketing campaign last month, featuring discounts of 5-50 per cent for students wanting to attend three consecutive courses and for parents who have two or more children and want all of them to attend courses.

"We are alert to the political situation and will wait and see if we need to review our business plan," said Pattanachai.

Pattanachai said negative factors like oil-price hikes and currency fluctuations did not affect his company, because it was a service firm and not a manufacturer.

Global Art currently has nine branches in Thailand, seven of which are run by franchisees. This year, it plans to open up to 10 new branches, four of which will open soon.

Each branch occupies at least 80 square meters and has at least one study room that can hold about 10 students. Pattanachai said the minimum investment for a branch was Bt300,000. The shortest time for reaching the break-even point so far is eight months, with the average being one to two years.

Global Art's first school opened seven years ago. Currently, it has 420 branches in 10 countries, entering Thailand last June. Its art courses emphasise drawing and colouring and contain 10 levels, each one requiring three or four months to complete. Tuition ranges from Bt1,500 to Bt1,700 per month, which includes Bt650 worth of art materials.

Pattanachai declined to reveal last year's sales figures but said he expected to double them this year.

Nitida Asawanipont

The Nation