กลยุทธ์การจัดการธุรกิจหัตถกรรมจากไม้ของกลุ่มแม่วินเรือจำลองในตำบลแม่วิน อำเภอแม่วาง จังหวัดเชียงใหม่

Abstract

This study on business management strategies for wooden handicrafts of Mae Win model Ship producers’ group in Mae Win Sub-district, Mae Wang District, Chiang Mai Province has the objectives to examine the management approach presently taken by this group, and analyze the strategy at business level as well as identify problems and constraints faced by this group which is operating under the National OTOP scheme such that recommendations can be made for its further improvement. Primary information for this study was collected from the purposively selected group by means of field observation and in-depth interview with the group’s chairperson and representatives of group committee members and group members totally five key informants. Secondary information was compiled from various pertinent formal and official sources such as the Community Development Department, the District Office of Agriculture, the Provincial Office of Commerce, as well as published documents and technical papers. The analysis for determining business management strategy started with investigating the existing management characteristics of Mae Win model ship producers’ group in order to get an overall organizational situation as well as information about various important factors in this business venture’s external and internal environments which would subsequently be used for SWOT analysis. Then, the BCG Growth-Share Matrix and the TOWS Matrix were used for further analysis to arrive at appropriate strategy. The use of Growth-Share Matrix proposed by Boston Consulting Group revealed the products of Mae Win model ship producers’ group to be in the cash cows position since the market for model ship grew quite slowly but the group held relatively large share in this market. Thus, this group should attempt to maintain its existing market share as long as possible by pursuing such business strategies as product development and improvement, market development and penetration, marketing promotion and advertisement, as well as by developing production management plan and finding more market outlets. Similar indications were also obtained from the TOWS Matrix which was constructed from matching various internal and external factors to supplement the decision to determine appropriate business strategies. Specifically, the Mae Win model boats producers’ group should implement the following strategies: 1) product development by improving quality, designs, and introducing new products to gain market competitiveness; 2) market development to enlarge sale volume and find new markets for the products through the development of marketing channels and sale promotion particularly with the use of advanced information technology system and media available at present such as website, facebook, and line which can enable consumers to place purchase orders with quick results while enabling the group to save travel expenses to reach markets and minimize its communication costs; 3) market penetration to increase sale volume of the existing products in the existing markets by enhancing the utility value of products, offering sale promotion, advertising the products through various media especially the on-line alternatives to make consumers know more about the group’s products, and exploiting the opportunity to obtain assistance and supports from the government’s OTOP scheme for the group’s development and its publicity.