Logistics and supply chain Management of a Community Enterprise: A Case Study of the OTOP Homemaker Manufacturing Herbal Aloe Vera Shower Cream in Chonburi Province

Abstract

This qualitative research sought to establish a business process framework for Aloe Vera Herbal Shower Cream products in Chonburi Province. The study employed an in-depth interview methodology with a purposive sample of 10 key participants, including a sub-district chief, a group president, community members, a raw material supplier, a manufacturer, and a distributor. The findings indicate that the professionalization of the business process necessitates several strategic initiatives. First, it is imperative to optimize supply chain management by establishing a collaborative relationship with local aloe vera farmers to ensure a predictable and consistent supply of raw materials, thereby mitigating price and volume volatility. This is further augmented by the implementation of a digital data recording system for real-time inventory tracking and automated reorder points, as well as a shift from a make-to-order to a planned production model to enhance operational efficiency. Second, the results emphasize the critical role of marketing and brand development. This can be achieved through the implementation of product differentiation strategies to foster consumer trust and through the expansion of distribution channels to broaden consumer reach. Furthermore, the strategic leveraging of the brand narrative—highlighting the local women's group and their commitment to producing high-quality goods from indigenous ingredients—is recommended to build brand credibility. Finally, the study concludes that knowledge development is pivotal. This involves the provision of training for group members in fundamental business management competencies, such as online marketing, financial management, and inventory management, to enhance their professional operational capabilities.