A Study of Thai OTOP Distribution Channels to AEC: A Case Study of the Heat Processing of Nutmeg at Ron Phibun, Nakhon Si Thammarat

Abstract

The purposes of this study was to investigate marketing potentialities and to investigate the distribution way of the heat processing of nutmeg of Nakhon Si Thammarat to AEC market. This study was a qualitative research. The instrument was questionnaire both structured interview and unstructured interview. The target group was the heat processing of nutmeg manufacturers, dealers and government sectors. The result indicated that the marketing potentiality of the heat processing of nutmeg: Marketing: (1) Product; it there was identity of endemic food. It had many properties that had got a community standard, but it lacked of development of the product design and packaging. It could not control a quality as standards. (2) Price; the price rate depended on cost. The point was the business survival by the price rate as the market price both wholesale and retail prices. (3) The product distribution way; there was product distribution through an intermediary and direct sale. There was less product distribution way. Most transportation system was the chairperson’s vehicle. The inventory system had the stock, but it lacked of continuity system. The goods disbursement there was using First in-First out (FIFO). The inventory system set the place where produced the products as the place where stored products. That place was the chairperson’s residence. (4) Marketing Promotion; advertisement through media advertising, government media and public relation by observing activities, donation funds for education, sale promotion with giveaway, exhibition and sample. Production: there were the inherited wisdom and developed the products at chairperson’s house, a produce plan and could be done, creation raw material network by supporting to plant more nutmeg in the community, and quality check before distribution. Finance: there was a group patent. Investments gained from raising equity and received funding from the government. There were income and expenses recording but it was not an accounting standard by recorder was not an accounting that had direct accounting knowledge. To assess marketing potentiality of the heat processing of nutmeg Strengths: 1. There is the productivity all year. 2. The goods have got the community standard 3. Nutmeg has many properties. Opportunities: 1. The popularity of foreigners in local knowledge products of Thailand that is valuable and unique. 2. The government has promote and support the production and export OTOP products. 3. To establish a free trade zone makes Thailand has been reduced import taxes OTOP products from Thailand. The appropriate distribution way with the distribution the heat processing of nutmeg product to AEC market there are 3 ways: 1. From the manufacturer / exporter through the importer, through wholesalers / distributors, through the hotel, restaurant and shopping mall to consumers. 2. From the manufacturer / exporter through the importer, through wholesalers / distributors to consumers. 3. From the manufacturer / exporter through the importer, through wholesalers / distributors, through retailers to consumers.