The Development of Potential in Production Process and Marketing of Freshwater Fish Products Processing Community Enterprise, Baan Ta Pha Yao Tan To District, Yala Province

Abstract

The objects of this research was to analyze the operational status and develop of potential in production process and marketing of freshwater fish products processing community enterprise, Baan Ta Pha Yao Tan To district, Yala province for competitive in production process and marketing. This is Participatory action research. The case study was leader and members in Freshwater Fish Products Processing Community Enterprise. The results of this research are as follows: 1) Using local staples but varying quantities, the production process is not hygienic, there is a problem in the storage of raw materials, drying  in sunlight, production quality is not stable, produce less product, developed with production planning, using knowledge of good hygiene in food production, use a hot air incubator to preserve food. 2) lack of analysis of the business environment, a variety of products and a clear set of strengths, no brand, packaging poses a risk to product quality and product labels, no product details and certification are displayed, the prices that are derived from cost and profit calculations are not set, distribution channels are still unable to reach target customers, lack of brand communication and information. The potential development results are as follows: 1) The group has been developed for the production process in accordance with good hygiene standards, build confidence Resulting in more production. 2) There are new products that can create added value as an alternative to customers, there is a packaging that can better maintain the product, there is a label showing details of the product. Add distribution channels both online and offline. Along with marketing campaigns that focus on communication through distribution channels