การวิเคราะห์ศักยภาพทางการแข่งขันของผลิตภัณฑ์ แคบหมูน้องแอ้ ตลาดทุ่งเกวียน จังหวัดลำปาง

Abstract

The purpose of the study was to analyze the competitiveness of Nong - Ae pork snack in Tung Kwian market, Lampang province. Samples were members of Nong - Ae Pork Snack in Tung Kwian market, customers, competitors and suppliers. The sampling methods were classified by roles and functions. The first sample comprised members of Nong - Ae pork snack including the chairman, treasurer, marketing personnel and a manufacturer. The second sample was wholesale and retail customers. The third sample was 25 competitors, which were A pork snack, B pork snack and C pork snack. The last sample was a supplier (raw pigskin). Depth – structured interview was used as a tool to collect data. The study focused on internal factors and external factors of business data from the internal environment namely management, finance and marketing. The external environment included customer data and supplier’s data (raw pigskin). Then strengths, weaknesses, opportunities and threats were analyzed by SWOT Model and then applied to the business strategies and analyzed by TOWS Matrix. It was found the most shops in Tung Kwian market sold similar pork snack products. The significant factor was how long the pork snack members had been operating and there were a number of members among the competition. The opportunity of selling products for each shop was different. Revenue from wholesale pork snack was the regular revenue. If they had a problem or obstacle, they could fix it easily.

It was also found the competitiveness of Nong - Ae pork snack was on a higher level. The weighted average rating for internal factors was 3.00/4.00 rating. The weighted average rating for external factors was 3.20/4.00 rating. The best business strategies were growth strategy and product diversification.