Creating Value Added, Marketing Strategies and Developing a Business Model of Processed Sweet Bamboo Shoot Sausages Products of Ban Sai Ngam Community Enterprise Group, Prachinburi Province.

Abstract

This research aims to 1) study the current conditions. 2) to develop marketing strategies, 3) to develop a business model of processed sweet bamboo shoot sausage products of Ban Sai Ngam Community Enterprise. Prachinburi Province It was qualitative research through in-depth interviews from 6 groups of 22 people. The data were analyzed for content analysis. The results showed that 1) Strengths The enterprise is strong, continuous product development, the product is low in fat and high in fiber. Weaknesses: It is a new product that is not yet known and has little funding. Opportunities Sweet bamboo shoots are available in sufficient quantities for production and there are many reserves of production. The threats are that there are many competitors2) Analysis of 5 pressures found that competition within the industry is high. The entry of new competitors is low. have high substitutes High customer bargaining power and the bargaining power of the sellers of factors of production is low. 3) Creating added value consists of 4 aspects: product It is low in fat and high in fiber. On the service side, there are online delivery services and free delivery in nearby areas. On the personnel side, members of the enterprise are trained to have the potential in the production process. and image aspect Products are packed in vacuum bags to help maintain flavor and freshness. 4) Marketing strategies consist of 4 strategies: proactive strategy defensive strategy corrective strategy and prevention strategies; and 5) business models. Using the principles of the 9-panel canvas model, the results of the research will enable the community enterprise group to acknowledge the guidelines for doing business, generating income, creating awareness among consumers and being a model for doing business in the future.