แผนกลยุทธ์เพื่อยกระดับผลิตภัณฑ์เครื่องแกงชุมชน: กรณีศึกษาวิสาหกิจชุมชนกลุ่มเครื่องแกงบ้านนากุน Strategies to Enhance Thai Local Curry Paste Product: A Case Study of Baan-Nakoon Community Enterprise

Abstract

Curry paste products from community enterprise is one of the product that can be an identity of Southern Thai food culture. Although the product is being popular among local Thai consumers, there is no evidence of the product is available in general supermarket. The objectives of this research were to investigate the factors that were relevant to the product business and to create strategies to enhance local curry paste product would be known in general market. Bann-Nakoon community enterprise was raised as a case study in this research. Qualitative method by participant observation technique has been applied for gathering information. SWOT Analysis was applied to identify the factors related to community business. The Analysis figured the weakness, product unqualified because of no special packing room separated from the main curry paste process line. After that, TOWS Matrix technique was adopted to create plan strategies. The principal strategy that will be suggested to the community is using strength to avoid threat. Although the lack of budget supported from outside, the community has good motivation to develop the product quality. The group member should try to help themselves first before receiving the help from outside. Furthermore, using approach strategy will be brought for the next strategy plan. The group has good motivation to push up their business, and they may also use their opportunity by do networking with other departments to support them. The strategies will be significant to push the curry paste product success, and be accepted in general market level.