การพัฒนาธุรกิจโฮมเบเกอรี่มหาวิทยาลัยราชภัฏสวนดุสิต ด้วยกลยุทธ์ Blue Ocean

Abstract

Abstract

The purposes of this research were (1) to investigate the business status of Home Bakery business ofSuan Dusit Rajabhat University; (2) to study behaviors of Home Bakery business customers; (3) to study strengths,weaknesses, opportunities, and threats of Home Bakery business; and (4) to present guidelines for developmentof Home Bakery business with the Blue Ocean Strategy. This research employed the mixed method of studycombining the qualitative and the quantitative research methodologies. In the qualitative research study, theresearcher conducted in-depth interviews of main informants including 40 university administrators, instructors,Home Bakery business administrators, personnel and customers; while in the quantitative study, the researcherused a questionnaire as the research instrument to collect research data from 364 Home Bakery businesscustomers, and analyzed the data statistically using the percentage, mean, standard deviation, one-way analysisof variance, and chi-square test.

Research findings were as follows: Regarding business status of Home Bakery business, the productswere outstanding with being delicious and fresh, but the packaging were not attractive; the prices were cheapand sanitary without profit seeking. As for the place, there was only one place for selling the products withinsufficient parking slots. As for marketing promotion, there was still no marketing promotion. By contrast,the bakery business outside of the university was highly competitive, with attractive packaging, high prices,attractively decorated places, and selling through sales distributors. Motivating factors for buying Home Bakeryproducts were ranked as follows: deliciousness, freshness, reputation of Home Bakery, product quality,cleanliness and sanitation, confidence in Suan Dusitûs products, variety of products, and attractiveness ofpackaging. The majority of customers bought the products for their own consumption. Results of SWOTanalysis showed that the strength was in having a good production system; the weakness was the lack ofmarketing strategy; the business had opportunity for expansion due to the fact that Thai peopleûs way of lifehad changed toward consuming more bakery products; and the identified threats were up-to-date productiontechnology being expensive, the trends for consuming healthy food, and the economic crisis.

Guidelines for development of Home Bakery business of Suan Dusit Rajabhat University with the BlueOcean Strategy were the creation of valuable innovation with efficient management of production costs; theincrease of values for customers via good services; development of health foods and application of marketing strategy; and creation of marketing network in order to increase incomes. As for synthesis results, the researcherpresented the IDENTITY Model to enhance outstanding identity of Home Bakery. The Model had the followingdetails: I: Innovation (creating innovation); D: Differentiation (creating difference); E: Efficiency (efficiency andeffectiveness in cost management and customer values); N: Network (creating marketing network); T: Tasty(tastiness of bakery products); I: Improvement (improvement and development); T: Taking care (taking care ofcustomers); and Y: Yields for all (benefits for all sections of the public).

Keywords: Home Bakery, Suan Dusit Rajabhat University, Blue Ocean Strategy