DEVELOPMENT STRATEGY TO INCREASE MARKET YIELDS IN BUSINESS ADMINISTRATION JUICE SNOWFLAKES, NORTH EASTERN REGION

Abstract

This research report has objectives which are 1) to study problems in a business management of snowflake juice, 2) to study needs of human resource development in business management of snowflake juice, and 3) to purpose comments on human resource  development in order to increase marketing production in business management of snowflake juice.

This study is a mixed research selecting sample groups and informants by a stratified sampling by a sub-region plan of north-east province group; Burirum, Surin, Sri Saket, and Ubon Ratchathani. Each province Three Amphurs on each province were randomly selected and a total of twelve Amphurs are counted. 1) For the qualitative research, it required a critical informant in each Amphur, which is intentionally selected from a local snowflake juice business.  Research tool is a structured questionnaire relating to the function of snowflake juice business and marketing production with a precision of 0.96 analyzed by content analysis method. 2) For the quantitative research, there were a collection of 105 samplings from the total of 408 sale persons in twelve Amphurs using a questionnaire of opinions relating to a human resource development to increase marketing production with a precision of 0.97 and a statistic confident of 0.88, analyzed by descriptive statistic methods; frequency, percentage, average value and standard deviation.

Findings were that:

1) For the problems in business management of snowflake juice, they were found that there are increasing trend of competitors and uncertain of weather conditions which result in decreasing of sales and production rate.  Promotions, free gift and discount, were used with the big lot to solve the sales problem.  Another problem of instability of flavors, it was solved by a training program for new employees and a monitoring program on employee to motivate sales and market.

2) For the trademark of the product, part that is required a development the most is looks from the outside. For marketing part, quality and moral support are the most important parts that need development. For the persuasion, it was found that rewards for the hard work to the produce a high quality product with great flavor is a key to level up sales.

 3) For needs of human resource development in marketing of business franchise of snowflake juice (  =  3.36, SD = 1.034) and trade mark of the product (  =  3.75, SD = 0.638), they are found in a high level. For the persuasion is in the middle level (  =  3.31, SD = 1.030).