Sustainably Marketing Development for Enhancing Product Distribution Channel of Raksontisuk Community Enterprise by Buddhist Peaceful Means
Article Sidebar
Main Article Content
Abstract
This research article entitled ‘Sustainable Marketing Development for Enhancing Product Distribution Channel of Raksantisuk Community Enterprise by Buddhist Peaceful Means’ has three objectives: (1) to analyze the conditions of problems and needs of Raksantisuk community enterprise, as well as the theory of sustainable development for community enterprises, (2) to study the Buddhist peaceful means which is conducive to the sustainable market development of Raksantisuk community enterprise, and (3) to develop sustainable marketing in order to enhance product distribution channel of Raksantisuk community enterprise by Buddhist Peaceful Means. This research employed the documentary research and in-depth interview with six key informants with 6 members of the enterprise and members of Prangku district who were chosen by purposive sampling. The Deming Cycle (PDCA model) was used to conduct the study.
From the study, the following findings are found:
1) The loss of selling paddy through middlemen has caused problems for Raksantisuk community enterprise. Thailand has put two tiers into place to develop community enterprises sustainably: (1) Legislation and (2) Strategic Plan. The sustainable marketing is ‘3Ps’ which refers to Society, Environment, and Economy; 2) The Buddhist peaceful means conducive to the sustainable marketing development of Raksantisuk community enterprise are the sufficiency economy philosophy and Sappurisa-dhamma (seven qualities of a good man); and 3) A new body of knowledge known as the 'Khaosuk Model' is gained as a result of a sustainable marketing development in order to enhance the product distribution channel of Raksantisuk community enterprise through Buddhist peaceful means. Based on Sappurisa-dhamma, this model aims for success in three areas with seven steps: (1) Society – knowledge as the first step and happiness as the second step; (2) Environment – implementation as the third step, moderation as the fourth step, and time as the fifth step; (3) Economy – identity as the sixth step and person as the seventh step.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Views and opinions expressed in the articles published by The Journal of MCU Peace Studies, are of responsibility by such authors but not the editors and do not necessarily reflect those of the editors.
References
Bangkok University. (2008). How to Do Marketing to Achieve Sustainable Competition? (Narathip Amtiengtrong.). Retrieved March 10, 2021, from https://www.bu.ac.th/ knowledgecenter/executive_journal/july_sep_08/pdf/Excutive%20Journal_27-31.pdf
Beltz, F. M., & Peattie, K. (2010). Sustainability Marketing — An Innovative Conception of Marketing, Retrieved March 15, 2022, from https://www.researchgate. net/publication/225723866_Sustainability_marketing_-_An_innovative_conception_ of_marketing
Chuayraksa, W. (2017). Approach to Develop Community Enterprise: A Case Study of Indogo-Dyed Cotton Weaving Group of Baan Tham Tao in Sakonnakorn Province. (Master’s Thesis). Business Administration for Executive (M.B.A). Graduate School of Commerce. Burapa University. Chon Buri.
Community Enterprise Promotion Division, Department of Agricutural Extension (DOAE). Ministry of Agriculture and Cooperatives. (2019). Community Enterprise Manual. Bangkok: New Thammada Press (Thailand) Co., Ltd.
Elkington, J. (2004). Enter the Triple Bottom Line. Retrieved May 22, 2022, from https://www.johnelkington.com/archive/TBL-elkington-chapter.pdf
Laothong, P. (2015). The Competitivesness Enhancement Development Models of Small and Micro Community Enterprise: SMCE of Fabric and Clothes in Thailand. (Doctoral Dissertation). Management Programin Business Management Gradute College. Sripatum University. Bangkok.
Mahachulalongkornrajavidyalaya University. (1996). Thai Tripitakas. Bangkok: MCU Press.
Monaraks, V., Phramaha Hansa Dhammahāso, & Phra Pramote Vatagovito. (2020). Sustainable Community Enterprise Development by Buddhist Peaceful Means: A Case Study of Sawai Community, Prang Ku District, Sisaket. Journal of MCU Peace Studies, 8(5), 1721-1735.
Nakkasem, W., Pasunon, P. (2018). Factors Affecting the Competitive Advantage of Service Business Entrepreneurs in Bangkok. Veridian E-Journal Silpakorn University, 11(1), 2148-2167.
National Economic and Social Development Board Office of the Prime Minister, Government of Thailand, The Ninth National Economic and Development Plan (2002-2006). (2002). Retrieved March 10, 2021, from https://www.nesdc.go.th/nesdb_en/download/ article/article_20170519123815.pdf
Somdet Phra Buddhaghosacariya (P. A. Payutto). (2018). Sustainable Development. (21th ed). N.P.
Thairath. (2021). Thai Exports 2021 Jump 6.1 Million Tons, Delight with Positive Factors Expect 7 Million Tons in 2022. Retrieved February 4, 2022, from https://www.thairath.co.th/ business/economics/2305086
The Royal Thai Government Gazette. (2005). Community Enterprise Promotion Act B.E.2548 (2005). N.P.
The Royal Thai Government Gazette. (2019). Community Enterprise Promotion Act (No.2). B.E.2562 (2019). N.P.
United Nations Thailand, Sustainable Development Goals, Retrieved March 10, 2022 from https://thailand.un.org/en/sdgs
