A DEVELOPMENT OF COMMERCIAL POTENTIALS OF BAN WONGWATTANA COMMUNITY ENTERPRISE PRODUCTING HERBAL INCENSE, HATTHASAO SUB-DISTRICT, MUEANG DISTRICT, CHAINAT PROVINCE

  • กาสัก เต๊ะขันหมาก Faculty of Humanity and Social Science, Thepsatri Rajaphat University, Lopburi, Thailand
  • พนิตสุภา ธรรมประมวล Faculty of Management Science, Thepsatri Rajaphat University, Lopburi, Thailand
  • กานดา เต๊ะขันหมาก Faculty of Humanity and Social Science, Pranakorn Sri Ayuthaya Rajaphat University, Pranakorn Sri Ayuthaya, Thailand
Keywords: commercial potential, community enterprises, herb incense stick

Abstract

The purposes of this research were to 1) develop commercial potentials of Ban Wongwattana community enterprises producing herbal incense, and 2) develop opportunities and marketing channels of herbal incense products of Ban Wongwattana community enterprises producing herbal incense. This research was researching and developing by Deming Cycle (PDCA) and applied participatory action research that concentrate on power support from stakeholders which consist to tri-power for development (cooperation
of Ban Wongwattana community enterprises producing herbal incense, power support from government sectors/private sectors and academic power) and there were 25 samples. The data was collected by focus group discussions and analyzed by descriptive statistics and content analysis. The important research results and development were; 1) able to develop commercial potential by creating value of fragrant incense which produced from wisdom and folk herbs, building market share from health conscious customer, creating varieties of marketing channels, building good relationships with customers, making the stability of raw materials and local workers, focus on herbal incense production and community learning center and
community tourist attraction, building trade partners, cost management, and generating income from selling herbal incense. And 2) able to develop opportunities and marketing channels of herbal incense products of Ban Wongwattana community enterprises producing herbal incense by marketing promotion, business group integration in the same supply chain, and sales via electronic commerce.

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References

Arpornpisal, C. (2017). Factors affecting effective management of community enterprise in the central region of Thailand. Dissertation, Doctor of Philosophy, Siam University. (in Thai).

Bauson, R. (2008). Qualitative research in education. 5th edition. Bangkok: Chulalongkorn University. (in Thai).

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Phatwongngam, S. (2011). Knowledge management model to enhance community strength: A case study of brass band, Muang district, Chachoengsao province. Rajanagarindra Rajabhat University. (in Thai).

Prinaree, P. (2015). Community enterprise management in Kalasin province. Rajamangala University of Technology Northeastern Kalasin. Campus. (in Thai).

Thampramuan, P. & Tekhanmag K. (2017). A development of group’s potential and marketing strategy for brass productions of Bhan Thakrayang, Muang district, Lop

Arpornpisal, C. (2017). Factors affecting effective management of community enterprise in the central region of Thailand. Dissertation, Doctor of Philosophy, Siam University. (in Thai).,

Bauson, R. (2008). Qualitative research in education. 5th edition. Bangkok: Chulalongkorn University. (in Thai).

Jierakul, T. (2014). Problem and guideline for adaptation of OTOP for get ready to open the AEC. Journal of Management. 34(1) January - June 2014. (in Thai).

Kinghirunwattana, W. (2014). Business Model Generation. Bangkok: We Learn.

Kongkoh, M. (2016). Chief of Ban Wongwattana community enterprises producing herb incense sticks. Interview on October 27. (in Thai).

Phatwongngam, S. (2011). Knowledge management model to enhance community strength: A case study of brass band, Muang district, Chachoengsao province. Rajanagarindra Rajabhat University. (in Thai).

Prinaree, P. (2015). Community enterprise management in Kalasin province. Rajamangala University of Technology Northeastern Kalasin. Campus. (in Thai).

Thampramuan, P. & Tekhanmag K. (2017). A development of group’s potential and marketing strategy for brass productions of Bhan Thakrayang, Muang district, Lop
Published
2019-07-03
Section
บทความวิจัย (Research Article)