STRATEGY DEVELOPMENT OF ORCHID OPERATORS FOR THE EXPORT

Abstract

The objectives of this study were to 1) investigate the operations, problems and obstacles in orchid production business 2) to study the components and develop a strategic of a strategic plan for the export purposes. The research is mixed method. It consists of qualitative research. The samples are included 5 orchid producers and quantitative research. The samples which included 350 orchid producers, the tools in this study was questionnaires, the statistics used were percentage, mean, standard deviation, Pearson correlation coefficient and stepwise multiple regression analysis. The results showed that      1) the sales and export of the products from various countries were flexible - decreased, stable and increased, most of the major trading partners are in Asia, especially Japan and China. The business strengths is the cultivated species could be grown in the climate in Thailand. The problem and obstacles include transportation, negotiation, language and culture, economic problems and lack of quality personnel 2) Factors that can predict the success of the development of knowledge entrepreneurs by 60.00 percent, 6 factors, skills in 37.00 percent, 3 factors and other abilities 51.30 percent, 4 factors. The development strategies was contained 3 main components: knowledge, skills and other abilities and 13 sub-components: knowledge management, experience, create strength point, build cooperation with educational institutions and financial institutions, innovation management, marketing management, overall quality management, set goals business, environmental management, inventing a new type of orchid, honest and virtue and manage personnel in the organization.