Cost Focus Strategy Using Value Chain and Market Planning Capability Affecting Operational Efficiency of Small and Medium-sized Enterprises in Thailand

Main Article Content

Chanthima Phromket
Kanokkan Vichasilp

Abstract

The objective of this research article was to analyze the effects of cost focus strategy
using value chain and marketing planning capability that affected the operational efficiency of small and medium-sized enterprises in Thailand by reviewing related literature. The model is tested using the data was collected from a questionnaire, which were distributed to 400 SMEs of small and medium-sized food processing products enterprises in Thailand. Inferential stasis including multiple correlation, multiple regression analysis and t-test was used for analyzing the data. The results of the study showed that (1) cost focus using the value chain consisted of timely transportation, reducing warehouse management costs, and fast product distribution affecting marketing planning capability, 2) cost focus using the value chain comprised
procuring quality raw materials, timely transportation, and reducing warehouse management costs affecting the operational efficiency of small and medium-sized food processing products enterprises in Thailand, and 3) marketing planning capability had positive influences on the operational efficiency. Therefore, the contributions and suggestions of this study were also provided for further research and increasing modern entrepreneurial capability regarding increasing the revenues, developing new products, and expanding new markets to create competitive advantages of small and medium-sized food processing products enterprises in Thailand as well as increasing employment opportunities and household income. Finally, the suggestions for the further study were provided.

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บทความวิจัย (Research Articles)

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