Product Development, Marketing Channel Development and Community Enterprise Management of Container from Betel Husk Producer Group: A Case study of Chaw Phron’s Lifestyle Women Power Group

Abstract

This purposes of this study were to (1) design and develop container product from natural material (2) develop marketing channel (3) study community enterprise management, and  (4) study the factors that affect success and barriers to the community enterprise management. This study employed participatory action research and qualitative research methods. Sample size was 12 key purposive participants of relevant government officials and 50 participants of Chaw Phron’s lifestyle women power group of community enterprise. The results revealed that the community enterprise logo was a rice ear symbol. There are 3 types of containers from betel husk which are square plate, circle plate and cup. Moreover, this study employed mix marketing channel strategies which consisted of online and offline strategies. Furthermore, there are four management approaches: planning, organizing, leading and controlling. Factors affecting the success of community business management were leadership and participatory management. In addition, threat factors were lack of technology production and production building did not have production standards, lack of support from government and relevant department, lack of raw materials and lack of community enterprise network.