Value Added of Larb Chili Paste to Create a Competitive Advantage of Ban Nam Cham Larb Chili Paste Community Enterprise, Wo-kaew Sub-district, Hang Chat District, Lampang Province
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Abstract
This study aimed to 1) study the environment and potential of the Larb Chili Paste Community through in-depth interviews, and 2) analyze its business plan using the Business Model Canvas. This study was a qualitative research approach, with data collected through in-depth interviews with key informants selected. Interviews were conducted with a total of 25 participants. The results of the study found that 1) the community had a competitive advantage due to its unique flavor, aroma, and use of organic and locally grown herbs, ensuring safety and low material costs. Additionally, and 2) Ban Nam Cham Larb Chili Paste Community Enterprise developed a strategic business model to build customer relationships. Their primary target groups included local restaurant owners, community members working in other provinces, and northern consumers. To enhance customer understanding, the group improved production methods and direct communication via Facebook and Line. The product was in the process of obtaining production standards certification. This development would enable the community to establish a sustainable business, increase revenue, and strengthen its economic stability.
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