Business Model to Create Competitive Advantage of Agricultural Machinery Distribution Business in Chiang Mai Province

Abstract

The purposes of this research were 1) to study the business model 2) to study the strategy for creating competitive advantage for entrepreneurs and 3) to create the business model for competitive advantage in agricultural machinery business. This research is a mixed methods research. The both qualitative research and quantitative research. The data were collected from 5 agricultural machinery entrepreneurs by purposive sampling and analyzed by an in - depth interviewing method, as well as the data were collected from 400 farmers by multistage sampling and analyzed by using the questionnaires. The both quantitative and qualitative data were analyzed by Design Thinking method.

The results revealed that 1) in the business model, the entrepreneurs need to take the good quality materials into consideration. The sales of good quality product and after sale services help the business to build customer relationships 2) the strategy for creating competitive advantage needs to be considered by the factors in aspects of economy, politics and leverage. The agricultural machinery for distribution needs to be robust and durable, as well as easy to maintain and not too expensive and 3) to create the business model for competitive advantage, the agricultural machinery needs to be robust, durable and efficient. Moreover, the products need to be obviously available to be bought in a shop. The

business needs to be keeping track of their customers and many various communication channels, as well as the entrepreneurs need specialized knowledge and capitals for running the business. The advantage of business is developed from differentiation for business.