Developing Value Chain Capabilities for Traditional Thai Homemade Dessert Products : A Case Study of Dok Jok Snacks in Chang Klang District, Nakhon Si Thammarat Province
Article Sidebar
Main Article Content
Abstract
This research article aims to 1) study the value chain of traditional local dessert products, and 2) develop and evaluate the value chain development of traditional local dessert products in Chang Klang District, Nakhon Si Thammarat Province. A mixed-method research approach was employed. Key informants included members of the Ban Khanom Nong Kung Group, community leaders, shop representatives, and customers. Twenty participants were selected through purposive sampling. Data were collected through interviews and focus group discussions. The sample group for the quantitative study consisted of 400 customers selected through accidental sampling. Data were collected using questionnaires. Statistical analysis included percentages, means, and standard deviations.
The study results revealed: 1) In the value chain of traditional dessert products, all 8 members participate in every step from sourcing raw materials to distribution. They produce 5 days/week, distributing 70% to wholesalers and retaining 30% for retail. Despite weaknesses in packaging, labels, and branding lacking distinctiveness, the group shows care through after-sales service for broken products and uses Line and TikTok for communication and marketing. 2) Value chain development focused on modernizing packaging to extend product shelf life, reduce transportation damage, and increase online distribution channels. 3) The evaluation of value chain development showed the highest consumer satisfaction and improvements across all perspectives: customer, financial, internal business operations, and learning and growth. Government agencies can use these research findings as guidelines to support marketing, brand building, and community product marketing promotion projects to increase income, create jobs, and preserve local wisdom.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
References
Cochran, W.G. (1953). Sampling Techniques. New York : John Wiley & Sons.
Cronbach, L. J. (1990). Essentials of Psychological testing. (5th ed.). New York: Harper & Row.
George, D. & Mallery, P. (2003). SPSS for Windows Step by Step: A Simple Guide and Reference 11.0 Update. (4thed.). Boston: Allyn & Bacon.
Jun, I. W. & Rowley, C. (2019) Competitive Advantage and the Transformation of Value Chains Over Time: The Example of a South Korean Diversified Business Group, 1953–2013. Business History, 61(2), 343-370.
Kaplan, R. & Norton, D. (1992). The balanced scorecard: The measures that drive performance. Harvard Business Review, 69(1), 71-79.
Kotler, P., & Keller, K. L. (2016). Marketing management. (15th ed.). Pearson.
Kumar, D. & Rajeev, P.V. (2016). Value Chain: A Conceptual Framework. International Journal of Engineering and Management Sciences, 7(1), 74-77.
Lapyai, D. & Kumseeha, P. (2020). Value Chain and Guidelines for Increasing the Value of Kamphaeng Phet Banana for the Entrepreneurs in the Mor Kluai Khai Market. Payap University Journal. 30(1), 94-109. (in Thai)
Nakhon Si Thammarat Rajabhat University. (2022). Strategic plan of Nakhon Si Thammarat Rajabhat University 2022-2026. Nakhon Si Thammarat Rajabhat University. (in Thai)
Natsuda, K., Igusa, K., Wiboonpongse, A., & Thoburn, J. (2012). One Village One Product – rural development strategy in Asia: The case of OTOP in Thailand. Canadian Journal of Development Studies, 33(3), 369-385. (in Thai)
Office of Nation Economic and Social Development Council. (2023). The value chain of Thailand under the national strategy's master plan.
[Revised Edition 2023]. [Online]. Retrieved 2023, October 23, from: http://nscr.nesdc.go.th/value-chain-thailand-ns23/. (in Thai)
Phongphit, S., & Nantasuwan, W. (2002). Master community plan: People research and development. Bangkok: Charoenwit Publishing. (in Thai)
Porter, M. E. (1985). Competitive Advantage: Creating and Sustaining Superior Performance. New York: The Free Press.
Porter, M. E., & Kramer, M. R. (2011). Creating shared value. Harvard Business Review, 89(1/2), 62-77.
Sriphong, C., Maneenin, P., Kamphaengdee, S., & Khongnuanyai, W. (2021). Developing the Value Chain of a Prototype Snack (Tongmuan-Tongpup) Community Enterprise in Yala Province. Christian University Journal. 27(1), 24- 40. (in Thai)
Sriyom, K. (2021). Developing the Capabilities of the Local Community's Homemade Dessert Products Group in Dan Moo 4, Ko Taeo Subdistrict, Mueang Songkhla District, Songkhla Province, to Increase Income and Elevate to a Community Enterprise. Songkhla Rajabhat University. Retrieved 2021, September 9, from https://www.eef.or.th/communities/2563-beginning-106/ (in Thai)
Theppot, N. & Uon, V. (2021). A Management Pattern After Maize Harvesting, Using A Value Chain Model In The Northern Part Of Thainland. Journal of Social Science and Buddhistic Anthropology, 6(9), 294-309. (in Thai)
Tupkrut, N. & Boonkuer, S. (2023). Factors Affecting the Success of Community Enterprise, Trang Province. Narkbhutparitat Journal. 15(1), 13-24 (in Thai)
United Nations. (2015). Transforming our world: The 2030 Agenda for Sustainable Development. np.: United Nations.
Vattikoti, K. & Razak, A. (2018). Critical Evaluation of Value Chain Analysis for Assessing Competitive Advantage -A Study on Select Companies of E-Tailing Industry. Academy of Strategic Management Journal, 17(6), 1-14.
Yamane, T. (1967). Statistics, An Introductory Analysis, 2 nd (ed.). New York: Harper and Row.