Products Development for Create Value-Added from a Resource Based Community: A Case Study of Paopao Community Enterprise of Wat Chan Subdistrict, Sathing Phra District, Songkhla Province

Abstract

The purposes of this research were 1) to examine the general conditions of Paopao community enterprise of Wat Chan subdistrict, Sathing phra district, Songkhla province 2) to develop the product in order to create value added from a resource-based community for Paopao community enterprise of Wat Chan subdistrict, Sathing phra district, Songkhla province, and 3) to investigate the guidelines for promoting and developing of Paopao community enterprise of Wat Chan subdistrict, Sathing phra district, Songkhla province. An action research approach was used as the research design.

The results showed that: Wat Chan is a rural community and topography of the community is characterized by coastal plains and lowlands areas. The community located in an appropriate area with soil condition sandy clay soil for palm plantation. As such, Palmyra Palm as a significant economic crop of the community. Additionally, Paopao community enterprise was established in 2020, the community starts from the gathering of people by the community. In addition, Paopao community enterprise as a newly formed group, and have a problem within group structure in new product development which in turn leads to a dedicated new product development project. In particular, in order to create products by adding value on the community resource base. There are 4 activities: 1) Product development is composed of two sub-activities include existing products expansion activities such as steamed buns. Moreover, new product development includes mini doughnuts with palm sugar, palm waffle, and bananas with palm sugar. 2) The design activity for logo development. 3) A nicely product label development, and 4) Product page design creation activity. Furthermore, the approaches to promote and develop a product of Paopao community enterprise are as follows; 1) Group development and structure determination of group as well as the clear management group structure. 2) Promotion and support of knowledge in various fields to the members of the group, especially the knowledge of product development and knowledge of technology. 3) To promote and creating an activity for the Paopao community enterprise in various forms, and 4) Promoting the group to create a strong reputation across multiple channels, especially digital marketing channels.