Supply Chain, Environmental and Potential Analysis of Coral Trout and Sea Grouper Distribution: A Case Study of Mr. Thongchai Inchai's Fishing Business

Abstract

      The objective of this research were to analyze supply chain management. and analyze the distribution environment for Coral Trout and sea grouper, case study of Mr.Thongchai Inchai's fishing business. Using the business environment analysis tool (SWOT Analysis) and TOWS Matrix theory. This study was a series of in-depth interviews. By collecting data through interviews with 2 business owners, 3 employees, 1 middleman and 3 restaurant owners who were directly involved in supply chain management.

          Results from analysis of supply chain management and business environment Therefore, there were strategies for increasing business potential as follows 1. Proactive strategy Increasing public relations through the internet and Social Network media 2. Corrective strategies other types of fish obtained from fishing boats are sold. 3. Preventive strategies Planning the work process and 4. Defensive strategies by analyzing the environment and business potential make the business more profitable by adjusting the new supply chain. As a result, businesses can transport products to the restaurants themselves without relying on middlemen