The Development of Operations of Thai Roll Wafer With Baan-Nawa Ancient Recipe Group, Chang Klang Sub-District, Chang Klang District, Nakhon Si Thammarat Province
Article Sidebar
Main Article Content
Abstract
This article studied 1) basic information about Baan Nawa traditional recipes for Thong Muan (Thai roll wafer) in Chang Klang subdistrict, Chang Klang District, Nakhon Si Thammarat Province; and 2) related operating conditions; and 3) formulate guidelines for product development. The purposive sample selection was used, with the critical information providers being 1. entrepreneurs, 2. distributors, and 3. government. The results were that the Baan Nawa group has informal management and a step-by-step production process. Financial resources derive from joint membership ventures. Marketing and sales distribution occur at the storefront, wholesale, and other provinces. Operationally, strong production points included traditional recipe use and factory experience in mixing ingredients. Weaknesses comprised informality and lack of concrete management style, while an obstacle is a fluctuating economy, affecting production costs. Technological advancements represent development opportunities to expand distribution channels and young consumer interest in local foods. Threats, opportunities, weaknesses, and strengths (TOWS) analysis for the traditional Thong Muan dessert product revealed that government sector cooperation was needed to promote product development to meet consumer needs, build customer awareness through online media, and acquire knowledge to reduce packaging costs and other economic measures.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Views and opinions appearing in articles in the Journal of Arts of Management It is the responsibility of the author of the article. and does not constitute the view and responsibility of the editorial team I agree that the article is copyright of the Arts and Management Journal.
References
Bstieler, L., & Noble, C.H. (2023). The PDMA handbook of innovation and new product development. Wiley.
Chanasith, K., Kaewraksa, K., Buddhaya, T., & Pongsuriyachai, T. (2022). New product development plan: A case study of instant rice flour mixed with toddy palm and shredded coconu. Journal of Home Economics Technology, 4(2), 15-27.
Choudhary, U. (2023). Impact of COVID-19: digital marketing opportunities and challenges. Journal of the Asiatic Society of Mumbai, 97(8), 1-7. https://www.researchgate.net/publication/373952380
DIPROM. (2022). Activities project to promote the use of tools digital technology to enhance enterprises. https://www.dip.go.th/uploadcontent/Ploypilin/Digital%20technology% 20tools%20%28DDI%29.pdf
GlobalData. (2022). Industry insights: Snacks demand spaces and top trends. https://thaifex-anuga.com/wp-content/uploads/2024/05/GlobalData-Industry-Insights_Snacks-Demand-Spaces-and-Top-Trends.pdf
Fuller, J., Bartl, M., & Ernst, H. (2006). Community based innovation: How to integrate members of virtual communities into new product development. Electron Commerce Res, 6, 57-73. https://link.springer.com/article/10.1007/s10660-006-5988-7
Kanthabut, P. (2021). Small and medium enterprise management. Write Soul Publisher.
Koomsalud, S., Sudharatna, Y., & Apibunyopas, P. (2017). The study of new product development process of OTOP in OVOP principle. Panyapiwat Journal, 9(3), 16-28.
Kotthanan, T. (2020). The impact of e-commerce on the sales of OTOP products. Journal of Business, Innovation and Sustainability, 15(1), 41-52.
Kotler, P. (2003) Marketing management (11th ed.). Prentice-Hall.
Kotler, P., & Armstrong, G. (2018). Principles of marketing (17th ed.). Pearson.
Kurokawa, K., Tembo, F. & Te Velde, D. W. (2010). Challenges for the OVOP movement in Sub-Saharan Africa: Insights from Malawi, Japan and Thailand. JICA Research Institute, 18.
Lieberman, M. B., & Asaba, S. (2006). Why do firms imitate each other?. Academy of Management Review, 31(2), 366-385.
Methaneesutdee, T., Laksamithansan, S., & Damrihakun, S. (2019). Guidelines for developing community products to create added value for community enterprise groups in Nakhon Pathom Province. Nakhon Pathom Rajabhat University Academic Journal, 11(2), 313-322.
Musella, L. (2023). The impact of COVID-19 on the supply chain: Review of the effects of a pandemic crisis on the global supply system and analysis of its fragilities. KTH Royal Institute of Technology.
Namwat, T., & Chanapirakanit, T. (2023). The development of product and marketing strategy of the water hyacinth basketry community enterprise in Thoeng District, Chiang Rai Province. Journal of Management Science Pibulsongkram Rajabhat University, 5(2), 95-112. https://so03.tci-thaijo.org/index.php/jmspsru/article/view/264672
OPT News. (2022). OTOP 2022 sales of 240 billion baht, CDD continues to create added value/promote marketing. OPT News, 17(400), 1-20. https://www.opt-news.com/public/upload /magazine /magazine47766b9c3e09f7160e987ebbb025b7f1pdf.pdf
OSMEP. (2020). SME situation report 2020. Office of Small and Medium Enterprise Promotion.
Prachaya, P., & Phakhiri, P. (2021). Developing sustainable community enterprises with local wisdom. Case study: Ban Khlong Samrong Community Enterprise, Ban Phaeo District, Samut Sakhon Province. Ramkhamhaeng University.
Ratree, U., Chaiyasat, C., & Chinchaisirapat, W. (2024). Development of product and marketing strategies for cashew nuts products of the community along the Lamsebok economic geography route, Ubon Ratchathani Province. Journal of Arts Management, 8(2),88-110. https://so02.tci-thaijo.org/index.php/jam/article/view/269308
Schilling, M. A. (2017). Strategic management of technological innovation (5th ed.). McGraw-Hill Education.
Soonjanda, N. (2022). Development of community enterprises to success a case study of Ban Phu Bon Natural Products Community Enterprise, Kaeng Krachan Subdistrict, Kaeng Krachan District, Phetchaburi Province. Academic Journal of Phetchaburi Rajabhat University, 12(3), 117-126.
Sopheaktra, S. (2008). A comparative study between Japanese (OITA) and Cambodian OVOP organizational charts and the three elements of sustainable development. Journal of OVOP Policy, 10(10), 108-121.
Sthapongphakdee, P. (2019). Challenges in developing digital skills of community entrepreneurs. Journal of Innovation and Management, 4(2), 45-58.
Trott, P. (2017). Innovation management and new product development (6th ed.). Pearson.
Weihrich, H., & Koontz, H. (2005) Management: A global perspective (11th ed.). Tata McGraw Hill.
Wongrujirawanich, S. (2011). 5 easy steps to design a "brand" for SME businesses. https://www.tcdc.or.th/th/all/service/resource-center/article/16254