THE STRATEGIES FOR POTENTIAL DEVELOPMENT IN ENHANCING COMPETITIVENESS OF BAN KHANOM NONG KHUNG GROUP, CHANG KLANG DISTRICT, NAKHON SI THAMMARAT PROVINCE

Abstract

The objectives of this research were to 1) study the working status and problems of Ban Khanom Nong Khung Group, Chang Klang District, Nakhon Si Thammarat Province, 2) analyze the working status of Ban Khanom Nong Khung Group, Chang Klang District, Nakhon Si Thammarat Province and 3) offer strategies for potential Development in enhancing competitiveness of Ban Khanom Nong Khung Group, Chang Klang District, Nakhon Si Thammarat Province. This was              a qualitative research method. There were 20 key informants in this research; members of Ban Khanom Nong Khung Group, a community leader, shop representatives and customers. They were selected by purposive sampling technique. Group discussion was used to collect the data via SWOT Analysis and TOWS matrix techniques. The results revealed that 1) study the operation of things without waiting for someone’s permission. The popular products were Crispy Lotus Blossom Cookie and Crispy pancake. The products were delivered by motorcycles. The customers were big shops in the city center. The problems were the ingredients’ prices were high, lack of marketing knowledge, non-standard of manufacturing, old fashioned package, no protection of products’ quality and no needed information printed on the packages. 2) study                             the strengths found that both snacks were made by original recipe with good taste. The weaknesses revealed that the place to produce the products was not standard and those members were lack of marketing knowledge. The chance showed that crispy pancake was good for health because no oil added, and problem was the high prices of ingredients. 3) strategies to develop the potential were expanding group of customers and making snacks with original recipe. The strategies comprised of increasing knowledge of marketing via systematic research, making differences via enhancing value of Ban Nong Khung’s snacks as well as strengthening and sustaining the organization.