Innovation transportation management for bakery in the upper southern region.

Abstract

This research has the following objectives: 1. Describe the context of bakery transportation management in the upper southern region. 2. Identify problems in managing bakery goods transport in the upper southern region and 3. Present innovations in managing bakery goods transport in the upper southern region. The research format is qualitative research using theoretical concepts related to innovation theory and freight transport theory as the research framework. The research area is the upper southern region consisting of 3 provinces: Chumphon Province, Surat Thani Province. and Nakhon Si Thammarat Province The group of key informants is a group of bakery business operators: 1 large, 1 medium, and 1 small-sized bakery business operator, 1 large bakery transport employee, and 1 medium-sized bakery transport employee. small bakery transport worker 1 person and 3 bakery retailers with the highest sales, 3 bakery retailers with the lowest sales, 6 bakery consumers The method was used by purposive selection, totaling 18 people. The research instrument was in-depth interviews used to analyze the content and then write a descriptive narrative.  The research results found that Bakery transportation management involves the following people: 1. Product manufacturing company 2. Freight forwarding company and 3. Receiver of goods The freight forwarding business model is B2B. Factors affecting transportation include both internal factors and external factors. 2) Transportation management problems include: 1) Utility value 2) mental value 3) economic value and transportation management innovations include 1) Process innovation 2) Value innovation