Development of Distribution Channels for the Leaf Packaging Product of Mae Faek Mai Sub-District Housewives Group, San Sai District, Chiang Mai Province

Abstract

This research aims to 1) analyze the challenges in developing distribution channels for leaf packaging products produced by the Mae Faek Mai Sub-District Housewives Group and 2) synthesize and develop strategies for improving distribution channels for the group’s leaf packaging products. This qualitative research involved 16 key informants, who were members of Mae Faek Mai Sub-District Housewives Group in San Sai District, Chiang Mai Province, and were selected through purposive sampling. Data were collected through in-depth interviews, and focus group discussions analyzed using the SWOT analysis and Five Forces Model, along with content analysis. The findings revealed that 1) the group’s leaf packaging products have notable strengths, including an adequate supply of raw materials within the community. However, the group faces weaknesses, including limited distribution channels. Opportunities arise from government support, while threats include changing consumer behavior. Regarding market competition, new entrants can easily penetrate the market. The bargaining power of producers is low due to the availability of raw materials, whereas the bargaining power of customers is high as they can choose alternative packaging. Additionally, the threat of substitute products is significant due to lower prices. 2) Regarding strategies for developing distribution channels, the group decided to use Facebook Fanpage as the primary channel due to its low cost, ease of use, and the members' existing skills in managing the platform. This decision has led to more efficient and diversified distribution channels, increasing market reach and expanding business opportunities for the group.