Community Product Supply Chain Management to Enhance Competitive Advantage for Dessert Entrepreneurs in Phetchaburi

Abstract

The purpose of this research was to study 1) Supply chain management model for dessert community products in Phetchaburi, and 2) Factors affecting the enhancement of the competitive advantage of dessert entrepreneurs in Phetchaburi. This research is a mixed methods research. Tools used to collect data include: Interview and questionnaire by data were collected from 12 informants who were dessert entrepreneurs in Phetchaburi. and, Consumers 219 people. By Purposive sampling, The data were analyzed by content analysis, mean and standard deviation.

The results of the study showed that 1) Product supply chain management for the Phetchaburi dessert community consists of 6 groups: raw material seller, entrepreneurs/ community enterprises, processor or purchaser for production, middleman, Retailer and consumers. Guidelines for developing new value chains consist of 2 activities (1) main activities include production (reduce costs) and product processing. and (2) supporting activities, including after-sales service and creating consumer satisfaction. and 2) Factors affecting the enhancement of competitive advantage include: Customer relations (M=4.29), production management efficiency (M=4.29) and efficiency of financial and accounting management (M=4.20) is important at the high level in every aspect, and all 3 factors above affect Overall consumer satisfaction was at the highest level (M=4.50).

The findings from this research create a new supply chain management model for community product. Dessert entrepreneurs and community enterprises can use the research results as guidelines for developing chains of other community products.