Marketing Knowledge Management for Product Development of Mae La Snakehead Fish Processing from A Community Business Group of Mae La Snakehead Fish Producer, Sing Buri Province

Abstract

The objectives of this research were to 1) examine situations and potential in marketing knowledge management for product development of Mae La snakehead fish processing from a community business group of Mae La snakehead fish producer, Sing Buri Province, and 2) develop marketing practices in marketing knowledge management for product development of Mae La snakehead fish processing from a community business group of Mae La snakehead fish producer, Sing Buri Province. Key informants, who attended a focus group, in-depth interviews, and the dialogue forum, consisted of 20 leaders and members of the community enterprise, and government officers from Sing Buri Community Development Office. The group participation would brainstorm and analyze internal and external factors, strengths and business opportunities, strategic formulation, and business analysis with Business Model Canvas. The qualitative data was analyzed by content analysis.  

The research results revealed 1) that community leaders and the government sector would have the intention and readiness to corporate for product development from Mae La snakehead fish. The potential of the housewife community enterprise of Ban Mae La development was formed by members, who were willing to produce community products. The community enterprise was extremely focused on products’ quality and standards. Moreover, the community enterprise was trying to develop better products for domestic markets all over the country. 2)  there were two important strategies for product development of Mae La snakehead fish processing from a community business group of Mae La snakehead fish producers. First, SO strategy referred to the product development that focused on the identity of Mae La snakehead fish. Second, WO strategy referred to the standard development of branding, and packaging. Thus, the development of the community enterprise’s potential and readiness should be appropriated with members’ expertise and market demands.